School Music License (GIA)
Graduation: Multi-Channel Seasonal Marketing Campaign
Building School Music Licenseâs first partner-driven seasonal marketing campaign for graduation streaming.
The Graduation Campaign was developed as a focused, sales-oriented marketing initiative designed to reach Kâ12 schools during the spring graduation planning window. Unlike broader brand awareness campaigns, this campaign centered on a specific, time-sensitive need: helping schools prepare to livestream, post, and archive graduation ceremonies with licensed music coverage in place.
Built in partnership with the National Federation of High Schools (NFHS), the campaign connected emotional graduation messaging with practical licensing education and a clear conversion path. The campaign included a three-email sequence, three coordinated social media posts, a dedicated landing page, lead scoring, engagement tracking, and direct follow-up with interested schools.
I developed the campaign strategy, wrote all email and social copy, designed the creative assets, built the landing page messaging, tracked email engagement, monitored lead behavior, and followed up directly with inbound prospects. The result was a coordinated seasonal campaign that supported both immediate sales conversations and longer-term lead generation for School Music License.
Creative Direction · Campaign Strategy
Copywriting · Email Design · Social Media Design
Landing Page Messaging · Lead Tracking · Sales Follow-Up · Campaign Reporting
Role
Creative Direction
The campaign balanced the emotion of graduation with the urgency of seasonal planning. Creative focused on streamed ceremonies, family access, and the role music plays in commencement moments, while keeping the message clear and action-oriented for administrators.
Messaging was designed to move quickly from awareness to inquiry, using a short campaign arc that introduced the need, explained the licensing issue, and encouraged schools to request a quote before ceremonies went live.
Deliverables
Email, Social Media,& Digital Ad Assets
Landing Page, Lead Tracking & Follow-Up System
Defining the Project Ethos
Graduation is one of the few school events that reaches nearly every stakeholder in a community: students, families, alumni, staff, and supporters alike. Through a strategic partnership with NFHS, this campaign explored several approaches for helping schools confidently stream, share, and preserve commencement ceremonies while balancing emotional significance, operational readiness, and community access.
Direction A:
The Biggest Night of the Year
Every school has one moment when the entire community pays attention. This direction elevates commencement as the culmination of the school year and positions sharing as an essential components of the experience.
CORE IDEA
VISUAL LANGUAGE
Celebration
Achievement
Tradition
Recognition
KEYWORDS
Direction B:
Everyone Deserves A Seat
Built around the NFHS partnership, this direction focuses on expanding access for grandparents, deployed parents, distant relatives, alumni, and community members who can't attend in person - and on limited seating in venues.
CORE IDEA
VISUAL LANGUAGE
Access
Inclusion
Connection
Reach
KEYWORDS
Direction C:
Donât Miss the Moment
SELECTED
Graduation is a milestone years in the making. This direction creates urgency not through fear of copyright issues, but through the importance of preserving and sharing a moment that can never be recreated.
CORE IDEA
VISUAL LANGUAGE
Memory
Preservation
Confidence
Legacy
KEYWORDS
Selected Direction: Donât Miss the Moment
Don't Miss the Moment balanced urgency with optimism, encouraging schools to focus on capturing and sharing a milestone years in the making. Rather than emphasizing risk, the campaign positioned licensing as a simple way to preserve and celebrate one of the most meaningful events of the school year.
Campaign Ecosystem
Awareness
Introduced the campaign through emotionally driven partner advertising focused on graduation streaming, visibility, and online sharing during peak graduation planning season.
Assets
NFHS Digital Ad Placement
NFHS Web Banner
Social Posts
Education
Used narrative-based email storytelling to explain how music licensing intersects with streamed graduation ceremonies and online video sharing.
Educational Email Sequence
Social Posts
Assets
Email Excerpt 1
Email Excerpt 2
Email Excerpt 3
Conversion
Shifted campaign messaging toward urgency and action, encouraging schools to secure coverage before ceremonies went live.
Quote Request Landing Page
Lead Capture & Follow-Up Workflow
Assets
Landing Page, Section 1
Landing Page, Section 2
Landing Page, Section 3
Strategic Outcomes
Led the creation of School Music Licenseâs first fully integrated seasonal campaign, developing the strategy, messaging architecture, visual system, and lead engagement workflow independently across every audience touchpoint.
Established a Seasonal Campaign Framework
Created School Music Licenseâs first coordinated seasonal marketing system spanning email, partner channels, social media, landing pages, and direct lead follow-up.
Strengthened Partner Collaboration
Partnered with NFHS to expand reach and credibility, positioning graduation streaming as a timely, high-visibility conversation within Kâ12 education communities.
Delivered a Unified Message Experience
Developed a cohesive visual and narrative system that moved audiences from emotional connection to practical education and action consistently across every touchpoint.
Built a Scalable Lead Engagement System
Integrated campaign tracking, landing page conversion, lead scoring, and direct follow-up into a streamlined workflow for ongoing seasonal and partner initiatives.