Boo Camp 2023 Video Ad

on Google Ads & Meta 

A captivating Adobe Premiere video ad, enticed new cub scouts and parents to our Halloween event. With strategic targeting and a landing page serving as a one click sign-up page, we achieved a remarkable 15% attendance increase over previous years. Lessons learned? Shorter ads deliver better results.  This ad served as the Conversion Keystone in a very large digital first ad buy focusing on membership.  We were very pleased with the results. 

Summer Camp Alumni Organization 95th

Anniversary Video Invitation imbedded into Email

Crafting a captivating video invitation for the Summer Camp Alumni Organization’s 95th Anniversary, my role encompassed filming, editing, and integrating the video into an email campaign. The objective? Drive registrations for the milestone event. Leveraging personalized messaging and evocative imagery, our strategy aimed to evoke nostalgia and inspire alumni engagement. Meticulously executed with attention to detail, the project yielded significant results, with a notable increase in event sign-ups. This success underscored the power of storytelling and visual media in fostering connection and excitement within our alumni community.

2022 Silver Beaver Awardee Interview Video 1 of 5

Played during the Council Recognition Dinner

Crafted for the Council Recognition Dinner, the 2022 Silver Beaver Awardee Interview Video series showcased honorees like Mayor Leon Rockingham Jr. Captivating the audience with patriotic themes and warm aesthetics akin to “The West Wing,” I handled all aspects of production. The goal? Elevate awardees, express gratitude, and highlight their contributions to Scouting. The videos were a hit, resonating with attendees and encouraging continued volunteerism among the honorees. This project exemplified my ability to create compelling, impactful content that honors and inspires, making a lasting impression in the marketing landscape.

 Scouts is about Belonging Video Ad

on Google Ads and Meta

Crafted for a comprehensive membership drive, the “Scouts is about Belonging” video ad targets parents of Cub Scout-aged youth on Google Ads and Meta. Employing AB testing we figured out the best video length to keep people engaged so that they got the full message and call to action before they lost interest and navigated away. Resulting in a commendable  retention and clickthrough rate, the ad significantly contributed to increased enrollment, aligning seamlessly with broader campaign objectives.

 Radio Ad: Running on Chauncey’s Great Outdoors

on ESPN 1000

Crafted for Chauncey’s Great Outdoors on ESPN 1000, the radio ad promoted Scouting to Chicagoland’s outdoor enthusiasts.  We negotiated a donation of airtime from Chauncey, the wonderful and generous host of Chauncey’s Great Outdoors.  Then I editing an existing video we had been running on YouTube into a cleaned up audio format. Our goal? Elevate Scouting’s presence for increased engagement and support. With a rapid turnaround, the ad aired and became a regular feature on the show. Its success highlighted the importance of seizing opportunities, and offered the legitimacy of legacy media.

University Project: Artist Profile: Barbara Kruger

For a university project, I produced a dynamic video profiling artist Barbara Kruger. Showcasing her work and addressing feminist themes, it also tackled the controversy around Supreme’s appropriation of her style. I aimed for accuracy and visual engagement, earning an A+ grade. Emulating Kruger’s aesthetic with bold visuals and custom effects, the video effectively conveyed her artistry and message. It not only deepened my appreciation for Kruger but also demonstrated my ability to deliver compelling content.  Kruger has become my favorite artist and her style, born from her time in the advertising industry, influences my work as well as well as my drive to use my work for the betterment of society. 

Not For Profit Annual Report 2023

Crafted as the 2023 Annual Report, my third for a Not-For-Profit, showcased vital data in a modern, dynamic design, complemented by dynamic volunteer-captured photos. Leading all aspects, from data gathering to layout design, I ensured a transparent, compelling overview for our donors. Our goal? To demonstrate our impact and gratitude. With a focus on clarity and style, the report received praise from staff and donors alike, affirming our commitment to transparency. Despite data challenges, my adept management ensured a seamless process, showcasing our dedication to accountability.

Rodger & Dorothy Landgraph Family Village Construction Site Signage and mockup.  

Our goal: hype up the new Camp Sol R. Crown facilities. Redesigned map for accuracy, then crafted a sleek banner for external printing. Used Adobe Illustrator, InDesign, and Photoshop for the sign’s modern design. Donor thrilled. Inquiries rolling in for reservations, tapping into nearby ski slopes.  We went though many rounds of revisions to insure accuracy and approval from all involved donors.  

Retail Posters for Scout Shop Seasonal Sale

I spearheaded the creation of retail posters to advertise seasonal deals at our Scout Shop. Handling product photography and design, we aimed to drive foot traffic during the holiday season. Leveraging festive designs with vibrant colors, the posters effectively highlighted deals and attracted attention. Printed on 11×17 posters, they contributed to increased sales and foot traffic, achieving the desired goal of promoting seasonal offers at the Scout Shop.  We also made sure to cross promote our upcoming Pinewood Derby event by showcasing related products we had for sale.

Online and Live Auction “Ticket” Trifolds

For the 2023 Good Scout Dinner, we designed “ticket” trifolds mimicking airline tickets, personalized for guests, doubling as auction showcases. The event, held in an airplane hangar at Midway Airport, honored Dan Peterson’s aviation passion. I spearheaded the design, opting for a nostalgic late 80s to mid-2000s aesthetic to resonate with the older audience. The trifolds successfully raised substantial funds, leveraging cleverly implemented QR codes for online bidding. This approach not only engaged guests but also contributed to the event’s success, highlighting our ability to create innovative and impactful print collateral for fundraising events.

Cub Scout Parent Guide Trifold

English and Español

The Cub Scout Parent Guide Trifold serves as a comprehensive handout for prospective Cub Scout families, offering essential information about the program. Created with engaging visuals and informative copy, it addresses common questions new parents have when enrolling their children. With a light and calming outdoor theme, it emphasizes Scouting’s commitment to outdoor experiences. The latest version features a QR code linked to a mobile-optimized landing page for easy access to additional resources. This enduring trifold, crafted for repeated use across the council, continues to provide valuable guidance to Cub Scout families for years to come.

Boo Camp Custom invitation Drive

Grassroots Marketing Initiative

This Boo Camp marketing Invitation Drive capitalized on grassroots marketing to turn a weakness into a strength. Recognizing limited access to high-quality printers, I designed a black and white flyer with customizable sections for specific packs. Utilizing colored scratch paper and well worn school copiers, the speckled and bit-crushed prints created a spooky, grungy aesthetic that appealed to kids. The initiative’s success was evident in the well-attended event, with the copy “we are all a little spooky on the inside” adding a family-friendly touch to the spooky theme, enhancing its appeal to kids and families alike.  Created in Canva so that it could be shared easily with other stakeholders.  

Email Campaign: Email Blast

for the Sporting Clays Classic

The Sporting Clays Classic Email Blast was a targeted email marketing campaign. Crafted as a concise call-to-action invitation letter, it effectively conveyed essential event details to high-value donors, leaders, and volunteers. With a focus on showcasing the event space’s allure, the message captured recipients’ attention and drove engagement. The strategic placement of pertinent information at the top ensured maximum impact and response rates. The campaign’s success in generating significant funds and donations underscores the effectiveness of our aggressive email marketing strategy.

Email Campaign: Invite to the 2023 Good Scout Dinner Honoring Dan Peterson 

The Invite to the 2023 Good Scout Dinner, honoring Dan Peterson, emphasized the prestige of the event, leveraging Dan’s esteemed reputation. As the creator of the copy and graphics, I crafted sleek and stylish mass communication, highlighting the event’s significance. With a compelling preview text and one-click signup, the campaign achieved exceptional open and click-through rates, exceeding 50%. This success underscores the effectiveness of our messaging strategy in engaging recipients and driving event attendance. The event’s success further solidified its reputation as a must-attend affair within the community and industry.

Facebook: Value Added Content: Venture Scouts

The Facebook Value Added Content for Venture Scouts was a dynamic post created to maximize engagement and recruitment. By soliciting photos and outing details from Venture Crews, I crafted an upbeat and engaging post enriched with verbs and strategic hashtags. This content also served as the foundation for the “Ten Pictures Initiative,” a program aimed at enhancing social media engagement through targeted photography. The post included a link to the Venture Crews’ recruitment page, amplifying their visibility and attracting potential members. This initiative showcases a holistic approach, combining creativity, community engagement, and recruitment strategy to bolster the Venture Scouts program.

Giving Tuesday Campaign: Email Blast

Overview/Summary: The Giving Tuesday Campaign Email Blast aimed to inspire generosity and support for our organization’s mission. Through thoughtful messaging and storytelling, the email encouraged recipients to join us in giving back on this special day of philanthropy. By highlighting the importance of community support, we sought to engage our audience in making a positive impact. The campaign achieved notable success, reflecting the collective effort and dedication of our team in fostering a culture of giving and making a difference in the lives of others.

Facebook Ad: Recruitment Cub Scouts

This strategic Facebook ad, part of a larger membership initiative, leveraged targeted messaging and precise audience targeting to achieve significant results. With a modest budget of $1,181.62, the ad garnered an impressive reach of 39,585 and 673 link clicks on Meta. Beyond immediate metrics, it contributed invaluable data to our ongoing marketing efforts, showcasing the effectiveness of data-driven advertising strategies in driving membership growth. This success underscores the importance of precise targeting and strategic ad placement in maximizing ROI and achieving campaign objectives in the competitive landscape of digital advertising.

Facebook Ad: BSA Holiday Donation Drive

This targeted Facebook and google ad campaign, designed to promote a holiday donation drive for the Boy Scouts of America, demonstrated the power of emotive storytelling and precise audience targeting. With a modest budget of $534.70, the ad reached 21,332 individuals and garnered 765 link clicks. By leveraging nostalgic music and carefully curated imagery, the campaign resonated with high-income audiences seeking to make a positive impact and contribute to a brighter future through charitable giving. The ad’s emphasis on family, legacy, and the transformative power of Scouting effectively motivated viewers to support the cause, resulting in a significant influx of new donors.

Facebook Post: Build-A-Car Workshop

This Facebook post showcased the NEIC Pinewood Derby Weekend, I took lots of photos at the event and with some careful content curation we were able to capture the excitement and camaraderie of the event. Utilizing the “10 pictures strategy,” the post highlighted youth embodying Scouting values, including a buzz-worthy Taylor Swift-themed car coinciding with the 2024 Super Bowl when she was big in the news, hot off her tour. With a reach of 1756 and 196 post engagements, this exemplifies the effectiveness of strategic storytelling and visual content in driving meaningful engagement on social media, even from small events.

Facebook Post: April Fools

Our annual April Fools’ Day social media pranks offer light-hearted entertainment while subtly reinforcing our brand’s personality and values. From transforming summer camp trails into roller coaster rides to spoofing the NFT craze, these campaigns captivate audiences with humor and creativity, fostering strong connections with our followers.  Successful campaigns like this are great for building brand affinity and fostering audience engagement. They showcase our organization’s personality and values, contributing to our overall marketing strategy.  

Facebook Post: Wood Badge Seminar Ad

This social media ad campaign, deployed across Facebook and Instagram, epitomized the transformative nature of Scouting’s Wood Badge leadership training seminar. Leveraging evocative imagery and compelling copy, the ad challenged traditional notions of leadership training by juxtaposing conventional seminars with the intimate, personalized experience of Wood Badge. Through strategic design choices—such as portraying a faceless, impersonal seminar contrasted with a warm, engaging Wood Badge presenter—we effectively communicated the program’s unique value proposition. The tagline resonated with audiences, prompting increased engagement and click-through rates. This successful campaign exemplifies the power of compelling storytelling and strategic design in driving conversions.

Instagram Ad: Jamboree Patch on Sale

This high-energy Instagram ad electrified audiences with the allure of the annual Jamboree patch, featuring the captivating “Legend of the Makajabear” design. Through dynamic visuals and compelling storytelling, the ad generated significant buzz and excitement surrounding the patch release. Leveraging strategic targeting and engaging content, we sparked widespread interest and drove sales to unprecedented levels. The patch quickly became a sought-after collector’s item, with orders pouring in from all 50 states. This successful campaign exemplifies the power of strategic social media advertising in captivating audiences and driving tangible results.

Crisis Management: Highland Park

On July 4th, 2022, the Village of Highland Park was struck by a mass shooting attack during the 4th of July parade. Scouts and volunteers were present, and I, one town over in Deerfield at the time, swiftly transitioned  from taking photos and having fun, into crisis communication mode. Coordinating with our team, I disseminated crucial updates via social media, emails, and texts, cancelling events and giving updates as soon as they were confirmed. I wrote a sincere statement of remorse in our social media post,  and once I had confirmation, timely updates confirming the safety of all of our Scouts.  We provided what comfort and reassurance we could during a harrowing ordeal. This experience underscored the importance of preparedness, teamwork, and compassion in crisis management.  To this day, I still remember the worry and fear we all felt that day as we all came together, getting headcounts of our people and Scouts.  Our hearts still go out to all of the victims and their families.  As members of the community we were all affected, but even as we morned, we all resolved to be Highland Park Strong, and still do to this day.

Social Media Job Posting: Scout Shop Openings

Our Social Media Job Posting for Scout Shop Openings utilized dynamic copywriting and compelling design to attract top talent. Acknowledging common retail job challenges, we crafted attention-grabbing content highlighting the unique benefits of working with us. Shared on Facebook and LinkedIn, this post showcased our ability to combine persuasive messaging with visually engaging graphics to effectively communicate opportunities and drive engagement. By creatively addressing candidate pain points and showcasing our organization as an employer of choice, we successfully attracted qualified applicants and enhanced our recruitment efforts.

Social Media Campaign: 2021 Down & Derby

The 2021 Down & Derby Social Media Campaign was a pivotal component of our comprehensive marketing strategy aimed at driving ticket sales for a high-end Kentucky Derby event. Leveraging strategic social media planning, we implemented targeted content, engaging visuals, and persuasive messaging to optimize sales and conversions. By analyzing audience demographics, monitoring engagement metrics, and refining our approach in real-time, we ensured maximum impact. This campaign exemplifies our expertise in social media planning, showcasing our ability to strategically leverage digital platforms to drive results and achieve marketing objectives.

Facebook Campaign:  Windy City Bulls

Scout Night 

The Windy City Bulls Scout Night exemplifies our successful collaboration with popular sports teams like the Chicago Bulls, Chicago Cubs, Chicago Wolves, and Blackhawks to offer exclusive discounts and swag to Scouts attending games. Through strategic social media posts, engaging newsletter mentions, and impactful print collateral, we effectively promote these events without paid advertising, leveraging earned media and organic posts to maximize reach and engagement. This campaign demonstrates our ability to harness the power of partnerships and social media to drive attendance and engagement, showcasing our expertise in event marketing and audience engagement strategies.  I do the graphic design in either Canva or Adobe Indesign.

NEIC.ORG

Complete Redesign 2023

The NEIC.ORG Complete Redesign 2023 project aimed to elevate the organization’s online presence by implementing a modern and user-friendly design. Key features included an updated video header, streamlined dropdown menus, and simplified buttons for quick navigation. Additionally, the site showcased two featured articles that updated seasonally, keeping content fresh and engaging. The redesign received universal praise for its professionalism and user experience, resulting in increased membership, donations, and valuable data acquisition. Solid SEO strategies were implemented to enhance visibility and reach, further optimizing the site’s performance and impact.

ICONCOOKWARE.COM

Products Page

As a freelancer, I collaborated with ICON Cookware to develop their product page, focusing on B2B sales optimization. In addition to setting up the product page, I assisted in integrating their Shopify account with the website, ensuring seamless functionality and user experience. This initiative aimed to enhance their online presence and facilitate efficient B2B transactions. By leveraging Shopify’s capabilities and optimizing the product page layout, we aimed to drive sales and improve customer satisfaction in the B2B market segment.

MAKAJAWAN.COM

Site Maintenance and Updates

Serving as the Webmaster for makajawan.com I am working to facilitate a site refresh initiative alongside a dedicated team of volunteers. With a primary focus on optimizing navigation and improving Google search rankings through paid search ads, we aimed to enhance the website’s visibility and usability. By implementing regular maintenance and updates, we ensure that the website remains current and user-friendly, effectively serving the needs of our audience and supporting the organization’s objectives.

GOLFINVITE.NET/NEICSCOUTING23

Design and Launch

This project involved the design and launch of a vendor site hosted by Golf Invite, specifically tailored for our annual Scouting Golf Classic fundraiser event. As the lead, I created compelling copy, visuals, and integrated a map widget to enhance user experience and provide necessary event details. This initiative aimed to streamline event communication and registration processes, maximizing participant engagement and fundraising success. Through careful design and implementation, we successfully launched a user-friendly and informative platform to support our fundraising efforts.

Ma-Ka-Ja-Bear Poster and T-Shirt Product Design

The Ma-Ka-Ja-Bear Poster and T-Shirt line featured a 90’s extreme and campy representation of a famous campfire story, targeting kids aged 10 to 16. Embracing the nostalgic and bold aesthetics of the 90s, the design resonated strongly with our audience, resulting in immediate sell-out success. By tapping into the adventurous spirit and bold styles of the era, we created a captivating product line that surpassed expectations and captured the imagination of our young customers. This project showcases our ability to leverage cultural trends and creative concepts to drive impactful product development initiatives

Scout Leader Fuel Merch

Scout Leader Fuel Merch transformed unsold event goods into profitable merchandise. Utilizing surplus stock, we produced microwave-safe, waterproof, and dishwasher-safe decals. These versatile decals covered outdated printing on mugs, lanterns, and thermoses, minimizing waste and maximizing profit. With negligible costs and minimal labor, we turned a potential write-off into a recycling-based profit center. Fun and clever designs, like the Scout Leader Fuel design, featuring a caffeine symbol constellation over a nature scene on a coffee colored backing, resonated with customers. Successful sales of these decals demonstrated our innovative approach to product monetization and sustainability, showcasing designs that could potentially enter broader circulation based on popularity.

Delvin R. Ryan IV