Building Local Connections for a National Brand

DIRECTV Channel & Consumer Marketing

How do you make one of the country’s most recognizable entertainment brands feel relevant at the community level?

Through its channel partnerships, DIRECTV had an opportunity to reach consumers directly where they lived. Working with Primecast, a community-based digital service provider, I developed creative designed to translate the DIRECTV brand into targeted marketing experiences for residents within contracted properties.

The challenge was balancing the strength and consistency of an established national brand with the flexibility needed to engage specific audiences and drive action.

The Challenge

Working with Primecast, a community-based digital service provider, I developed targeted creative that brought the DIRECTV brand directly to residents within contracted properties.

The challenge was balancing the consistency of an established national brand with the flexibility needed to connect with local audiences and drive subscriber acquisition.

The Strategy

I developed a cohesive visual approach across direct marketing, digital advertising, on-site experiences, and referral initiatives.

Each touchpoint was designed to capture attention, clearly communicate the offer, and create a simple path from awareness to action, all while maintaining DIRECTV’s established brand standards.

Multi-Channel Creative

Direct + Digital Marketing

Promotional mailers and digital advertising introduced residents to DIRECTV services and offers through consistent messaging and visual storytelling across channels.

On-Site Experience

Digital kiosks placed within participating properties gave residents an immediate way to explore DIRECTV services and begin the subscription process, connecting marketing directly to the customer experience.

Referral Marketing

Referral initiatives encouraged existing customers to introduce DIRECTV to neighbors and other residents, adding a community-driven component to the acquisition strategy.

Big-picture thinker. Hands-on creative.

I’ve led teams, managed multimillion-dollar budgets, developed brand strategies, directed campaigns, and partnered with executives and cross-functional teams.

I’ve also never stopped designing.

That’s where I do my best work: connecting business strategy with creative thinking and turning ideas into experiences people actually want to engage with.