The Spectrum Reach Ad Portal Relaunch

Spectrum Reach developed an innovative self-service e-commerce platform—the Ad Portal—allowing small and medium-sized business owners to plan, build, and buy targeted TV and streaming video ad campaigns in minutes.

The problem? Most small business owners assumed TV advertising was too complex, out of budget, or reserved only for major brands with massive agencies.

We needed an integrated go-to-market campaign that demystified video advertising, built user trust, drove self-service portal sign-ups, and ultimately empowered local business owners to take control of their growth.

The Strategy & Execution

I led the creative and content strategy for an end-to-end multi-channel launch campaign centered on one clear message: "TV advertising isn't out of reach anymore—it's right at your fingertips."

• Educational & Empathetic Copy: Translated complex ad-targeting technology into plain-English benefits, walking users through the simple 3-step platform process.

• Omnichannel Acquisition Funnel: Designed and executed a synchronized campaign across digital display, email nurturing automation, organic & paid social, search engine marketing (SEM), and targeted linear/streaming TV spots.

• Onboarding & Retention Assets: Created walk-through demo videos, interactive toolkits, landing page web copy, and downloadable guides to reduce drop-off and boost repeat platform usage.

Key Highlights & Campaign Wins

• Full-Funnel Alignment: Connected top-of-funnel brand awareness directly with bottom-of-funnel e-commerce conversions and platform registrations.

• Cross-Functional Creative Direction: Coordinated across product managers, UX designers, video production crews, and digital media buyers to deliver a unified brand experience.

• Scaled User Acquisition: Successfully expanded Spectrum Reach’s self-service user base, driving measurable growth in platform adoption and non-traditional advertiser revenue.