“When you are doing what you love, no one has to motivate you”
Digital & Social Media Marketing certifications and proficiencies:
Agile Project Management Certified - Sept. 2023
Project Management Certified - Sept. 2021
Google Analytics Certified - Sept. 2021
Social Media Marketing Certified - Dec. 2020
MailChimp, Campaign Monitor Email Platforms Proficient
Adobe Analytics Proficient
Webinars - content planning and hosting for clients
Hootsuite and Meta Business Suite Proficient for Social Media Scheduling
Meltwater Media Platform for Online and Offline Reputation Monitoring
Asana, Workfront, JIRA, and MS Teams Project Management Proficient
And I am eager to continue to learn new martech platforms.
Digital & Social Media Responsibilities: - Develop comprehensive digital and social strategy to amplify brand visibility across all internal and external media networks.
Manage and execute agency and digital media strategy, working alongside project managers, and program supervisors to optimize acquisition, retention, and engagement.
Lead both strategy and execution, working to deploy digital marketing campaigns across content channels.
Analyzed and report on key data metrics to achieve goals.
Proficient with managing simple and complex digital email campaigns.
Content creation, editing, building email messages, list management, pre-flight checklists, tracking after flight.
CANVA for videos and animated social media ads - Proficient in bringing strategic and creative ideas to fruition with in-demand skills in Canva.
Social Media Responsibilities - Develop short-form content; author and schedule posts in Meta Business Suite, Hootsuite and Canva.
Publish to Facebook, Twitter, Instagram, LinkedIn.
Managed content calendar using Google Docs on Google Drive or JIra to collaborate with team members remotely.
Website CMS Responsibilities - Master web administrator overseeing 5 mobile responsive and 1 intranet.
Super-user/administrator knowledge and skills with American Eagle Content Management System, Weblinx, Squarespace, WordPress.
Curate and originate content for websites, news articles, events modules.
Publish Hero banners, build fillable forms, manage photos and videos assets in Asset manager.
Experience training staff on how to use CMS systems and provide support, documention, and established permission levels.
Ghostwriting and Long-form writing - Research, originate and ghostwrite articles for industry publications.
Illinois Park and Recreation Association Magazine - Nov/Dec 2022: SootheSpace feature story from the perspective of FVSRA’s executive director.
Parks and Recreation Business Magazine - July 2015: Double Dog Duty feature story co-authored about new dog park facility partnership.
October 2022- Monthly E-newsletter to the community and participants built in MailChimp on behalf of Fox Valley Special Recreation Association.
CLICK HERE TO VIEW MORE EMAIL MARKETING EXAMPLES.
Challenge:
Create a buzz and begin promoting the sale of the newly re-introduced Arlington Club Beverages, we implemented a paid Facebook ad campaign to bolster our offline promotional efforts.
Challenge: The ALGC Saga that began in 1979 was about to re-open on July 1, 2016. The 18-hole Arlington Lakes Golf Course had gone through an exciting, year-long renovation since June 2015. We were tasked with developing a creative campaign that not only supported the grand re-opening, but to also generate a buzz in the media, and reverse negative perceptions about municipal golf courses.
Challenge: Create excitement and public engagement to rename a new recreation/fitness center and honor legacy of old. Keep scrolling down this page to see our MARCOM plan and creative campaign and assets.
Click here to view:.30 second video introducing Sustainability Program - National Association of Realtors. Creative concept, content creation/writing, and video production in Canva by Anita M. Pacheco
Click here to view: .30 second animated social media ad for Sustainability Tips - National Association of Realtors. Creative concept, content creation/writing, and production in Canva by Anita M. Pacheco
2020 GOLD MEDAL AWARD FINALIST VIDEO: Authored written application; Produced Script, and provided Creative Direction and oversight of Video Production working collaboratively with executive team and external videographer. We used green screen techniques for capturing the narrators; we produced the video predominantly working remotely from home with the help of Zoom, Google Suite tools…due to the pandemic as facilities were closed and in compliance with social distancing due to Covid-19 guidelines.
The National Recreation and Park Association (NRPA) Gold Medal Awards program is one of the oldest and most respected awards programs in the industry. Winners are selected in categories based on population served. The application process involves a lengthy and detailed written application. Four finalists in each category are selected and are asked to produce a short video to visually bring the written application to life. Videos are seen by tens of thousands of industry professionals. Winning an award from NRPA for creative work is an important marketing point that can be used for news releases, community outreach, grants, and marketing materials. Gold Medal visually enhance the District and receiving recognition is an inexpensive way to distinguish parks agencies from others and is a great source of civic pride.
DO IT YOURSELF FUN!: Ensured the community stayed active and safe with family friendly activities during the Illinois stay at home order!
The marketing team collaborated with staff across the District to originate, curate, edit, and produce several online resources for the community to remain active and having fun shortly after the Governor’s stay-at-home order was released during the Covid-19 pandemic. A special webpage centralized DIY videos, craft activities, a virtual 5K, and more!
LAKE ARLINGTON REFRESH:
In support of a $1.4 million-dollar renovation, the Marketing team was tasked with creating a comprehensive marketing, branding & wayfinding system for Lake Arlington in collaboration with Residents, Parks & Planning, and Recreation & Facilities teams to strengthen Lake Arlington’s position as the area’s most popular outdoor recreation facility.
GOALS:
Enhance Lake Arlington’s vibrancy and character
Ensure the system addressed needs of all users, whether traveling by foot, or bicycle
Generate excitement for, produce and execute a successful grand re-opening event
RESULTS:
A creative campaign that not only supported the grand re-opening, but our efforts also generated a buzz in the community and the media which reversed negative perceptions that had once afflicted the facility. Our grand reopening event welcomed hundreds of visitors and VIPS to the new Lake Arlington on August 25th, 2018.
Click image to see our process.
To drive membership and visits, formalized a “re-branding” strategy for the Arlington Heights Historical Museum in collaboration with Historical Society Board and Museum Administration team.
Creative Strategy & Content - A. Pacheco
Graphic Design - B. Sotzen
Collect and donate 500 gently used backpacks, luggage and duffle bags for donation benefiting Journeys: The Road Home and Children’s Home & Aid Society. Exceeded goal through earned media coverage and social media.
Creative Strategy & Content - A. Pacheco
Graphic Design - B. Sotzen
Click image to check it out!
Convince parents that Summer Camps at the Arlington Heights Park District, open up a window of opportunity for children to flourish and make life-long friends.
Creative Strategy & Content - A. Pacheco
Graphic Design - J. Tomasek
Project managed: Worked collaboratively with senior staff, park planners, recreation team, graphic designer, and website specialist to develop a robust integrated marketing communications campaign to raise awareness, generate buzz, and drive attendance and usage of the areas most used outdoor recreation facility. Click here to learn more about this major renovation and how we creatively messaged and implemented the plan to completion with unprecedented community support.
The renovation of Lake Arlington required the development of exterior monument signage, path mile markers, directional signs, and several educational interpretive signs.
2016 and 2017 - I authored the written applications which were both selected as a Finalist (only 1 of 4) in country. Video: Wrote the script, was creative director, and hired and collaborated with freelance video production crew to produce video. The National Gold Medal Awards competion for Excellence in Park and Recreation Management is the most prestigious accolade an agency can receive. The award is presented by the National Recreation and Park Association.
Authored the written application. Produced and directed video. Worked with freelance production crew to select voiceover talent, music, and videography.
Skilled in Meltwater Media to monitor traditional press, social and online media coverage, and proficient in Google and Adobe Analytics. Skilled at developing and recommending strategies and events to increase revenue across departments and to increase online presence, and audience reach by embracing digital innovations in alignment with agency vision and goals.
CHALLENGE: (Marketing Goal) Completely rename and re-brand an expanded/renovated swim center into a multi-generational recreation center focused on aquatics, athletics, and fitness. Raise awareness, generate publicity, and generate 1,500 Membership sales by January 31, 2020. Revenue projection: Over $2 million.
ACTION: An integrated marketing and communications campaign utilizing traditional print, direct mail and press relations; digital, web, and social media marketing channels.
RESULT: As of January 9, 2020: Membership sales stood at 1,710. 990 of memberships were sold even before the new building was opened on December 31, 2019. Grand opening event attracted 3,000 guests and we garnered coverage from a variety of media outlets including Chicago Tribune, Daily Herald and WGN-News Live Segments on January 4, 2020.
Creative Services | Print & Digital Media | Internal Communication | Photography | Strategic Planning | Publications | Media Relations | Web & Social Media
Click image below to learn more.
Employee intranet redesign project: Goal: Redesign Arlington Heights Park District employee intranet to become more than just library of pdf documents and links to procedures to become a robust and strategic business tool to support the day-to-day activities of staff, with an equal focus on corporate information, human resources self-service tools, and that utilized technology to improve overall employee engagement and cross-functional team collaboration.
How: Collaborated with and project managed a team of 12 from across the District to develop an intranet in stages, to ensure that clear benefits are delivered to staff as quickly as possible. Employee input throughout this process was critical, and as the project proceeded, we spent time talking with staff throughout the organization to identify key opportunities for improving practices and information.
Result: Increased employee usage by 75% in one year. The revised intranet presented a consistent and branded appearance and structure making it much easier for staff to find and use key information. A new content management system enabled us to rework and restructure the intranet to make it more relevant to day-to-day activities across the Arlington Heights Park District.
Challenge: Create awareness and generate enrollment for new online career service offered by Northwestern Alumni Association called CareerNet.
Action: Wrote content, worked with graphic designers and managed external vendors for the production and mail-house services to distribute both student and alumni-targeted direct-response marketing campaign.
Result: Demonstrated the benefits and features of new career service with a compelling creative strategy, increased awareness and exceeded enrollment goals. Enrolled over 1,500 students and 10,000 alumni which resulted in connecting students to invaluable networking and job opportunities locally and globally.
Challenge: Create awareness and reverse negative declining attendance of Homecoming activities for Northwestern University from both on-campus and off-campus communities to punctuate Northwestern Alumni Association as the sponsoring organization.
Action: Executed a ‘branded’ integrated marketing campaign using a multi-media approach to present a cohesive and consistent look and feel.
Result: A torrent of rain couldn’t dampen the spirits of students, alumni and Evanston residents who came out to view “The Real-Northwestern” themed homecoming activities and parade, making it one of the highest attended Homecoming weeks in years.
