Carmella designed a full-funnel marketing approach that combined advertising, video production, content design, and analytics under one clear direction. Advertising and Performance We developed SPOTpower’s advertising program across Google with ad copy, remarketing campaigns, ad extensions, call tracking, analytics setup, form tracking, ongoing optimization, and monthly reporting. This structure allowed us to refine targeting, reduce CPC, improve CTR, and increase site visit volume since launching the campaign. Reels and Video Production Carmella produced more than 50 unique videos, including 36 reels and video shorts and 14 short-form videos. Deliverables included scripting, storyboarding, camera operation, lighting, b-roll, editing, and music licensing, with two videographers on-site. These videos created a foundation for digital ads, social content, and community engagement. Selected videos were converted into 15-second and 30-second commercials that will air on Corus. Design Support We provided branded creative assets that reinforced the SPOT the Difference identity and ensured consistency across every touchpoint. This also included two pull-up banners to support SPOTpower’s presence at community events. Community and Partnership Concepts To strengthen local relevance and deepen the emotional connection with Albertans, we explored several partnership ideas grounded in SPOTpower’s values. These concepts included evolving the existing SPOTCares program through collaborations with Theatre Calgary to highlight the brand’s commitment to local community, arts and culture, as well as expanded partnership opportunities with ARF to support animal rescue initiatives that align naturally with Spot’smascot-driven identity. These partnership directions were structured to create community goodwill while building brand lift through storytelling, shared audiences, and meaningful local impact.