branded email campaigns and
Content strategy for the Beef council

Client: National Cattlemen's Beef Association
Type: CRM (Customer Retail Marketing) and RFS (Retail Food Service) Content Strategy & Email Design
Role: Art Director, Designer, Content Strategist

Several email campaigns created for the Beef Council are shown below. Responsible for the content strategy, email design, best practice recommendations, and client presentation.  


Audience: New and lapsed subscribers, 24 - 37 year-old consumers of beef

The 30-Day Protein Challenge is a yearly initiative created by the Beef Council that encourages their audience to consider adding more high-quality protein to their diet on a daily basis. The assignment was to create 4 enticing weekly emails for on-going customer communications along with 3 general messaging emails to start and end the challenge.


Audience: Retail Food Service Professionals
(business owners of retail stores or e-commerce enterprises)

The task was to create 4 email communications that encourage our retail food service providers to consider selling beef online and provide suggestions on ways to set them up for success. The content plan was set up to provide useful, interesting, and data-supported information, along with actionable steps to help food service providers feel more confident to sell beef online. The communications are presented in a “newsletter” approach—with the bulk of the content being given within the email itself (vs. sending the user out to another platform to find information). Packed with useful information, the content is purposefully designed with the food retailer business audience in mind and laid out in easily-digestible sections for scannability.