HAVING FUN IS SERIOUS BUSINESS!

Its not just a cheeky tagline — it was the strategic foundation for the entire program and campaign. Developed as both the brand voice and the creative anchor, this line unified every touchpoint from Instagram to a downtown billboards, giving the JUMP Experience a confident, memorable identity from day one.

The JUMP Experience was a new program offering at Jack's Urban Meeting Place — a customized group activity format that needed to be introduced to the Boise community from scratch. The challenge was creating awareness, communicating the value of a genuinely novel experience, and driving bookings across a broad audience, all through a cohesive launch campaign built on a limited timeline.

The campaign system extended across Instagram, Facebook, LinkedIn, MailChimp email, a downtown billboard, a Greenbelt magazine ad, a half-page flyer, a one-page program menu, and a dedicated website landing page — all driven by a single unified creative concept.

Project Scope

Campaign concept and brand development

Marketing and communications strategy

Visual identity and design system

Copywriting and messaging framework

Photography direction and asset coordination

Social media and digital content strategy

Environmental and print collateral

Program launch promotion and outreach

Project Involvement

Served as designer, marketing coordinator, and creative director for the JUMP Experience program launch.

Collaborated closely with photographers, social media managers, and program leads to produce cohesive, engaging visuals and messaging.

Developed the campaign’s creative direction, ensuring alignment across digital, print, and environmental channels.

Managed timelines, creative deliverables, and brand consistency throughout the campaign’s rollout.

Played a central role in shaping how the JUMP Experience was introduced to the community—connecting storytelling, design, and strategy to build awareness and participation.

Campaign Results

The JUMP Experience launch campaign delivered measurable results across every channel on day one.

  • Email open rate of 26.5%, outperforming the list average of 20% by 6.5 points

  • 3,099 total email opens and 276 clicks generated from a single send

  • 430 website users and 1,154 pageviews on launch day

  • Average of 3 minutes 14 seconds spent on the /jump-experiences landing page, the highest time-on-page of any section of the site

  • Downtown billboard reaching approximately 182,000 impressions per week

  • Traffic driven by email and organic search in equal measure, reflecting both campaign reach and brand search momentum