The project charge was to create and activate a space where teens can learn tactical strategies for managing stress and share them with peers. First, the team developed the name and word mark for “CopeCode Club.” I onboarded the project and client teams, held a kick off workshop, and facilitated internal and external creative reviews.

With the brand in place, the creative team spent several weeks strategizing and sketching concepts to support a gamified experience. I onboarded and collaborated with a WordPress engineer to define a technology strategy hinging on query strings and QR codes. The URLs enabled certain types of QR codes to drive users to certain types of content on the site for a tailored interactive experience. Before site launch, I led quality testing, entered content, optimized images, and ran a CMS training for the client.

The site was promoted by a campaign featuring paid video ads on TikTok, Snapchat, and Instagram. I coordinated with the agency media buying partner to plan creative and organize specs for each channel. I trafficked all campaign assets and presented performance reports to the client team while they were live.

We hosted a launch event at a local school where we introduced the site to kids and facilitated activities using the QR codes and printed collateral. I hired a videographer, created and vetted a shot list, and made sure we had the necessary release forms executed. I also managed production and fulfillment for all campaign collateral pieces. Posters, stickers, printed activity kits, pull-up banners, and tablecloths were distributed at youth centers across the state.