Alan Ruffin Designs

Campaign name: VAX Kids (Spanish)
My involvement: Creative Director (Concept, strategy, design, and execution)
Project: To show the importance of getting your children vaccinated.
Issue: Convince parents to get their children over 5 vaccinated. Also, to take the fear out of getting the shot and to make the experience fun.
Goal: To get children over five vaccinated.
Tactics: Events, Social Media, Billboards, Digital, and paid media.
Results: There was a dramatic increase in our target demographic being fully vaccinated and boosted.

Campaign name: Ti's The Season for Gifting
My involvement: Creative Director (Concept, strategy, photography, copy)
Project: To build awareness and excitement about gifting family and friends a Cocktail Courier kit.
Issue: The holiday season is Cocktail Courier's busiest time of year. After the company had two exceedingly good holiday runs due to Covid, we wanted to mitigate any market corrections that would occur due to restaurants and bars reopening.
Goal: To show consumers the joy of gifting and creating craft cocktails at home. A B2B component also targeted companies to send kits to their remote employees for the holidays.
Tactic: Ran a 3-month programmatic initiative. We also ran Facebook, Instagram, LinkedIn, Tik Tok, and Pinterest campaigns. Moreover, email and collateral pieces were used to support these efforts.
Result: 57 percent increase in traffic to Cocktail Courier's web and an increase in sales by 23 percent from the last year.

Campaign name: YOUR CHOICE. NO CHOICE.
My involvement: Creative Director (Concept, strategy, design, copy, and execution)
Project: To show the importance of getting vaccinated.
Issue: Infection rates in Chicago remained high for the unvaccinated. This campaign in stark terms, showed the pros of vaccination.
Goal: To increase the vaccination rate of the unvaccinated.
Tactics: Social Media, Billboards, Digital, and paid media.
Results: The campaign showed a 63 percent increase in vaccination rates.

Campaign name: People of Chidoriya
Company: Chidoriya is a Japanese cosmetic company based in Osaka, Japan.
My involvement: Creative Director (Concept, strategy, photography, design, and copy)
Project: Create a lookbook to bring awareness to Chidoriya products. The intention was to have this circulate through their European and Asian markets.
Goal: To increase product awareness.
Tactic: Placement in retail affiliates and contracted hotel chains.
Result: Very positive feedback from stakeholders and future commitment to future projects.

Campaign name: Challenging the Status Quo Together
My involvement: Creative Director (Concept, strategy, and copy)
Project: This booklet was part of a larger package designed to walk participants through the benefits and rewards of CHC's corporate wellness plan.
Issue: To get employees to prioritize health and wellbeing in the workplace.
Goal: To increase participation.
Tactic: Print, Social Media, and Events.
Result: Saw expediential increases in participation across organizations.

Campaign name: Brighter and Better Future
My involvement: Creative Director (Concept and copy)
Project: To increase the awareness of Future Strong Education's offering.
Issue: Complete corporate re-brand.
Goal: To increase traffic to all Future Strong Education's web properties and increase inquiries.
Tactic: Ran an 8-month PPC campaign, along with retargeting efforts. Also ran Facebook ads and focused discussions on the benefits of working with Future Strong Education. Lastly ran print advertisements in trade publications.
Result: Saw an 83 percent increase in web traffic, a 77 percent uptick in calls, and an overall increase in awareness.

Campaign name: Changing the way people look at senior living
My involvement: Creative Director (Concept, strategy, design, and execution)
Project: Awareness campaign for Pathway to Living's Bartlett property
Issue: The community had been sitting under 50% occupancy for over a year.
Goal: To increase the communities census.
Tactics: Ran a six-month PPC campaign, retargeting, and Geo-fencing efforts. We also ran inserts and a direct mail campaign matching the look and feel.
Results: Within four months, the property had 83% occupancy, and after 7 months, a waitlist.

PSA vaccination VIDEO - city of Chicago

Campaign name: Real People, Real Stories
My involvement: Creative Director/Director
Project: Testimonials to help vaccine-hesitant people overcome their fears and take the vaccine.
Goal: Promote taking the Covid 19 vaccines.
Tactic: Posted the videos on the City of Chicago's website, Facebook, and other social media outlets.
Result: Increased awareness and traffic to the City of Chicago's website which coincided with an increase in Chicago's vaccination rate.

Campaign name: V-Tours
My involvement: Creative Director/Director
Project: Promote Pathway to Living’s luxury line of properties.
Goal: Establish value.
Tactic: Posted the videos on Pathway’s corporate site, Facebook, and the communities’ websites. This style of interviews along with showcasing signature rooms and programming was unique to the industry. It is now being replicated.
Result: Increased awareness and traffic to each communities’ websites.

Event: Heartis Village Grand Opening
My involvement: Creative Director (Experiential)
Project: To promote a multi-million dollar reopening and rebranding of this Altra-Luxury senior residence.
Goal: To increase and build upon Heartis's census.
Event overview: To provide an evening of entertainment based around jazz, craft cocktails, art, gourmet food, and the facility's offering.
Result: Over 600 people were in attendance throughout the evening, and many leases were signed at the event.
Budget: $230,000

Event: Vax Kids Vaccination Event
My involvement: Creative Director (Experiential)
Project: To promote the vaccination of children five years of age and older.
Event overview: This event traveled to multiple locations across Chicago and included music, games, and giveaways to create a fun, festive atmosphere. The theme was getting the shot and gaining superpowers to fight the covid villain.
Result: Hundreds of children were vaccinated across events.
Budget: $150,000