School Music License (GIA)
Impact: Multi-Phase Email Campaign
Building a long-form storytelling campaign around the evolving role of online sharing in K–12 music education.
The Impact Campaign Series was developed as a long-form storytelling initiative designed to help
K–12 schools understand the evolving role of streaming, online sharing, and music licensing within modern school communities. Spanning multiple weeks of coordinated outreach, the campaign moved beyond transactional marketing to position licensing within broader conversations around visibility, recruitment, accessibility, student recognition, and institutional storytelling.
I developed the campaign structure, messaging direction, visual systems, and creative sequencing across email, landing pages, and supporting digital assets. Through narrative-based communication, emotional positioning, and audience-focused storytelling, the campaign established a more cohesive and human-centered approach to educator engagement.
Built for audiences totaling tens of thousands of educators, administrators, and music programs nationwide, the series became a foundational marketing framework supporting both brand identity and long-term organizational communication strategy.
Creative Direction • Campaign Strategy
Brand Storytelling • Copywriting • Email Design
Landing Page Design • Audience Engagement • Data Analytics
Role
The campaign prioritized long-form narrative structure, emotional continuity, and visual consistency across multiple weeks of communication. Messaging was designed to balance institutional professionalism with human-centered storytelling, positioning music licensing within the broader context of visibility, accessibility, recruitment, and community connection in K–12 schools.
Creative Approach
Deliverables
Multi-Week Campaign System
Cross-Channel Marketing Assets
Defining the Project Ethos
As School Music License expands its national presence, the challenge is establishing how the organization communicates with a market that is still largely unfamiliar with music licensing for online sharing. Before developing the final campaign structure, I explored several narrative approaches for building trust, demonstrating value, and creating long-term engagement with educators, administrators, and music programs.
Direction A:
The Copyright Companion
Schools want to share student achievement online, but many feel unprepared to navigate the licensing considerations that come with it. This direction positions School Music License as a guide, helping schools understand their responsibilities.
CORE IDEA
VISUAL LANGUAGE
Expertise
Trust
Protection
Guidance
Compliance
KEYWORDS
Direction B:
The Digital K-12 Campus
The tools for capturing and sharing student events have never been more accessible, creating new opportunities for schools to connect with their communities online. This direction explores how music licensing supports innovation.
CORE IDEA
VISUAL LANGUAGE
Modern Day
Engagement
Innovation
Technology
Relevance
KEYWORDS
Direction C:
Shared Moments, Lasting Impact
SELECTED
Online sharing transforms events into lasting touchpoints for students, families, alumni, and communities. This direction positions licensing as an enabler of connection rather than simply a compliance solution.
CORE IDEA
VISUAL LANGUAGE
Storytelling
Connection
Engagement
Community
Opportunity
KEYWORDS
Selected Direction: Shared Moments, Lasting Impact
Ultimately, Shared Moments, Lasting Impact provided the strongest platform for storytelling. It connected copyright, technology, and online sharing to the real-world experiences of students, families, educators, and communities, creating a narrative framework capable of supporting years of communication beyond a single campaign.
Campaign Reach & Engagement
25%
Average Open Rate
10%
Average Click Rate
40%
Average CTOR
1000s
K-12 Schools Reached Nationally
