performance marketing success
Our partnership with Discovery Park of America began not as an Agency of Record relationship, but as a focused challenge: elevate attendance and regional awareness for the museum’s annual holiday experience, Let It Glow.
To accomplish that, I helped lead the development of a full-funnel campaign strategy that unified audience targeting, creative storytelling, performance media, influencer partnerships, and regional traditional advertising into a single, measurable ecosystem. The campaign successfully expanded awareness across the Mid-South and delivered the strongest attendance and ticket sales performance in the event’s history.
That initial success evolved into a deeper strategic partnership focused not just on campaigns, but on the larger brand itself: how Discovery Park positions its value, tells its story, and creates year-round relevance for modern audiences.
membership & event amplification
Discovery Park offered an extraordinary range of experiences, from dinosaurs and space exploration to aquariums, gardens, military history, and classic automobiles. The challenge wasn’t a lack of offerings. It was a lack of a unifying narrative.
To solve that, I helped guide the development of “See Beyond,” a flexible brand platform designed to connect Discovery Park’s diverse attractions under a more emotionally resonant idea: not simply seeing what’s there, but discovering what it means.
That strategic framework became the foundation for evergreen attendance marketing, membership campaigns, and specialized event promotion throughout the year. From seasonal programming and traveling exhibits to educational experiences and destination-driven events like Military Expo, the campaign system allowed Discovery Park to maintain a cohesive voice while adapting messaging to different audiences, motivations, and moments.