The Challenge:
Local organizations and businesses needed new ways to increase visibility, engagement, and community participation beyond traditional advertising. The challenge was to create experiences that would capture attention, encourage exploration, and provide measurable value for partners—while remaining accessible, family-friendly, and scalable across multiple regions.
The Strategy:
To address this, I developed a scalable experiential marketing model that blends digital content, physical products, and real-world exploration. The strategy centered on creating interactive experiences—such as scavenger hunts and adventure-based campaigns—that encourage ongoing participation rather than single-day engagement. QR-code–driven digital content allowed participants to unlock challenges, itineraries, and clues, while sponsorship integrations were designed to feel natural within the experience rather than intrusive. Campaigns were structured to build momentum over multiple months, increasing value as participation grew.
Execution:
I led all aspects of concept development, execution, and promotion. This included designing and launching large-scale scavenger hunts across multiple counties, creating interactive challenges tied to social media platforms, websites, and physical locations, and developing branded products such as playing cards and collectible items that served as entry points into the experience. I also built sponsorship models that worked for both product-based and service-based organizations, managed content creation and digital strategy, coordinated partnerships, and handled on-the-ground execution. Each campaign was designed to be repeatable, adaptable, and scalable for future regions and partners.
Results and Impact:
The campaigns launched through Barclay Mountain consistently drew hundreds of participants per event and thousands overall across multiple years. Through creative, non-traditional sponsorship partnerships, I secured more than $15,000 in sponsorship revenue while helping promote dozens of local businesses and organizations through both digital and in-person engagement. Most importantly, the campaigns created sustained engagement over multi-month timelines, demonstrating the effectiveness of experience-driven marketing models that grow in impact as participation increases.
Conclusion:
This project demonstrates my ability to design and lead marketing systems that integrate content strategy, community engagement, sponsorship development, and real-world activation. The same skills used to build Barclay Mountain—strategic planning, audience development, and campaign execution—translate directly to driving brand growth, engagement, and measurable results for organizations seeking modern, participation-driven marketing.
This work highlights my approach to marketing as a system—where content, community, and experience work together to create lasting value.
