Marketing Collateral — Marisa Anstey | Communications Portfolio

Collateral and Campaign Materials

Featured Campaigns

Seascape Membership & Awareness Campaign

Seascape Family Aquatic Center is one of the Hoffman Estates Park District's most visible seasonal attractions, requiring coordinated promotion to drive memberships and build awareness throughout the summer season. I developed a multi-channel campaign that promoted Seascape as an easy, affordable way for families to enjoy safe, summer fun, close to home. Campaign materials included emails, social media, website content, print pieces, signage, and District-owned digital billboards, with messaging shifting throughout the season from membership promotion to Day Pass visits. The campaign ran on the heels of an early-bird promotion, from May 1 through July 31 2025. It reached more than 50,000 email subscribers, was promoted across District social channels with a monthly reach exceeding 200,000, and included outdoor advertising along roadways carrying 35,000 to 50,000 vehicles each day.

- 50,000+ email subscribers (28,000+ active accounts)
- 200,000+ monthly social media reach
- 130,000+ quarterly Program Guide page views
- District-owned digital billboards on roadways carrying 35,000–50,000 vehicles daily.

- Campaign strategy
- Copywriting and messaging
- Developed the campaign graphic designs and the production toolkit for team-wide use
- Email marketing
- Social media content
- Website content
- Signage and outdoor advertising

- Email campaigns
- Social media graphics
- Website landing page and banner content
- Posters
- Yard signs
- Event signage
- Digital billboard creative

digital billboard kids in pool with parents relaxing

boy and girl in pool with parents relaxing

Children smiling and playing in a swimming pool during summer, with a few adults relaxing on lounge chairs and umbrellas in the background.

Results

The campaign supported stronger digital engagement and measurable revenue growth while maintaining a consistent presence across digital, print, outdoor, and on-site channels throughout the summer season. The Seascape landing page saw a 29.5% year-over-year increase in landing sessions and a 25.7% increase in pageviews, while revenue from memberships and Day Passes increased 10% over 2024. As the season progressed, messaging shifted from memberships to include Day Pass promotions, helping capture both long-term and spontaneous visitation opportunities.

Aces Youth Soccer Recovery Campaign

After a difficult prior season, the Aces Youth Soccer House League needed more than a standard registration push. The goal was to rebuild parent confidence, reach new families, and restore momentum for a youth program that depended heavily on word of mouth.

I developed a season-spanning campaign that began in November 2024 with Kick It & Score. It began as a way to push spring registrations earlier than ever before, through youth sports touchpoints, like Little Hoopers Basketball practices. The campaign encouraged families to register, refer friends, and see the league as a fun, supportive place for kids to build skills together.

The Kick It concept and graphics from Spring 2025, continued into Fall 2025 with Kick It and Save. This messaging paired soccer registration with savings, targeted outreach, and a gamified promotion designed to engage families and drive traffic to the website registration page.

Kick It savings messaging even panned into the spring 2026 registration window, creating a more consistent promotional structure across seasons.

For spring, Kick It & Score focused on friendship, teamwork, confidence, and accessible skill-building for Pre-K through Grade 6 players. Messaging encouraged families to register, refer a friend, and see the league as a supportive place for kids to grow their skills alongside friends.
Promotion for the spring house soccer league began in November 2024, timed with the start of Little Hoopers Basketball practices. I created referral bookmarks using the campaign graphic, giving staff a simple in-person piece to share with youth sports families while they were already engaged in another park district program.
For fall, Kick It and Save extended the campaign with savings-based messaging, targeted email outreach, digital advertising, social media, and a gamified promotion that drove traffic to the RecTrac registration page.

- Targeted email outreach to past soccer families and parents of youth volleyball, flag football, and baseball participants, with a 40.1% open rate and 3.1% click rate
- Cross-program promotion at Little Hoopers Basketball practices, using printed referral bookmarks distributed to youth sports families
- More than a dozen email placements, including standalone emails, hero features, newsletter features, deadline reminders, and a coach-style standalone email written for the new program manager
- Organic and boosted Facebook placements, with spring campaign creative reaching 5,878 people
- Instagram content supporting spring and fall registration pushes
- Digital ads in the Daily Herald newsletter and targeted Facebook ads supported by $1,600 in paid media
- District-owned billboards, posters, facility digital display ads, website banners, and internal CTA ads
- Dedicated campaign landing page with clear paths to RecTrac registration
- Gamified fall promotion that used soccer trivia and savings messaging to drive registration traffic
- Referral incentive messaging for families and friends through Kick It & Score
- Savings messaging through Kick It and Save, carrying the campaign from fall registration into spring 2026 follow-up

- Campaign concept and messaging strategy
- Creative brief development
- Developed the campaign graphic designs and the production toolkit for team-wide use
- Email copywriting
- Audience targeting and segmentation
- Referral promotion strategy
- Coach-style standalone email for the new program manager
- Spring-to-fall campaign extension
- Landing page and CTA coordination
- Social media and newsletter planning
- Paid ad, billboard, poster, web banner, and facility display coordination
- Results tracking and campaign reporting

- Spring 2025 referral promotion launched in November 2024 through youth sports touchpoints, including Little Hoopers Basketball practices
- Fall 2025 savings campaign and spring 2026 follow-up messaging
- Printed referral bookmarks for Little Hoopers Basketball practices
- Gamified soccer trivia promotion
- Dedicated campaign landing page
- Coach-style standalone email for the new program manager
- Targeted email copy for past soccer families and youth sports parents
- Facebook and Instagram messaging and graphics
- Digital Ad messaging and creative for Daily Herald newsletter and Facebook
- Website banners
- Facility digital display graphics
- Billboard graphics
- Posters and facility signage

Spring 2025 Kick it & Score- Referral Promo

Email of Kick it and Score youth soccer players

soccer players on the field in an email from Athletics Superintendent

Fall 2025 Kick it & Save- Discount Promo

Kick it and Save digital billboard with kids playing soccer

A digital poster promoting youth soccer registration with a soccer ball icon and a bright green background. It features a call to action button saying 'Register Now & Save' in orange, and encourages help in settling the snack debate with options of orange slices, rice Krispie treats, grapes, and a granola bar, each with images.

Refer a Friend and Score kids playing soccer

A green and white flyer announces that youth soccer registration ends in 2 days. It includes the URL heparks.org/score and the logos of heparks.org and a soccer ball.

Kick it and save green web banner with soccer player graphics

Digital billboard Kick it and score over soccer game

Results

The spring campaign rebuilt visibility for the league, reaching 5,878 people across organic and boosted Facebook placements. Boosted posts accounted for 5,625 of that reach, showing the value of paid amplification alongside regular social content. Targeted email outreach generated a 40.1% open rate and 3.1% click rate, helping keep registration in front of past soccer families and parents already engaged in youth sports. The gamified fall push then drove 1,211 visits to the RecTrac registration page. By fall 2025, the league had recovered its registration momentum after prior-season losses.

Publications

HEParks Comprehensive District Plan 2025–2029

An 80-page public planning document presenting community research, organizational priorities, capital projects, divisional goals, and five years of proposed initiatives.

My Role

I led the Communications & Marketing team in organizing and editing cross-department content, developing page layouts, researching and sourcing imagery, and maintaining visual consistency and quality throughout production. We modernized the publication with clearer hierarchy, cleaner layouts, contemporary typography, and a cohesive graphic system that made complex information easier to navigate.

Green cover with Kids in Parks One catching bubbles

View Updated Plan

White cover a Collage of Parks and Recreation Images

View Previous Plan

Program Guide Campaign Though the Seasons

The seasonal program guide was one of HEParks’ most visible communications pieces, helping residents find hundreds of programs, events, facilities, and services throughout the year.

I led the campaign’s evolution from separate seasonal graphics to the broader Find Your Fun concept. The new approach created a stronger, more recognizable identity while still giving each season its own look, leaning in to current graphic design trends.

This was a team effort, with production divided across the Communications & Marketing team. Along with leading the strategy and visual direction, I remained hands-on. I created campaign graphics, adapted materials for different channels, wrote and scheduled social media posts, paid ads, and helped maintain consistency across print, email, social media, digital advertising, and the website.

→ View 2025 HEParks’ Spring Pdf Guide or→ View the 2026 Summer HEParks’ LIVE Program Guide (opens in new tab.)

Find Your Fun Advertising

I created a series of seasonal ads for the Daily Herald’s Fall Fun Guide, Holiday Happenings Guide, Camp Issue, and Spring Events Issue.

The guides were distributed as newspaper inserts and also shared with Daily Herald digital-edition subscribers, giving District programs and events added visibility beyond our own channels.

I purchased the placements as part of an annual media package, which helped secure better pricing for our key cross-channel media placements and kept the Find Your Fun campaign visible throughout the year.

Find Your Fun Fall Event Images like hayride

Holiday Happenings Guide 2024
9 events promoted | Print insert and digital-edition distribution

Fall Fun Guide 2025
8 events promoted | Print insert and digital-edition distribution

Summer Camp Mini-Guide

The summer camp mini-guides gave families an easier way to explore camp options without searching through the much larger seasonal program guide. Each guide organized detailed information into a more focused, visual format that could be embedded directly on the District website.

I led the content organization, creative direction, and production process. Again, the work was shared across the team. My contributions included developing layouts and graphics, editing and organizing content, preparing digital files, creating promotional social media graphics, and publishing posts.

Together, the guides created a consistent series while still allowing each camp category and season to feel distinct. I collaborated on and approved the design for the 2026 Camp Guide, but I did not produce it as I did the others.

→ View 2026 HEParks’ PDF Mini-Guide or → View 2026 HEParks’ LIVE Mini-Guide (opens in new tab)