STRATEGIC DIRECTOR
Multicultural Specialist
&
Associate Professor
FEDERAL SECURITY CLEARANCE
Multicultural Specialist
&
Associate Professor
FEDERAL SECURITY CLEARANCE
BASEM HASSAN | COMMUNICATION | |
Let's Get to know
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With over 2 decades developing data driven 360• strategic marketing & communications for corporate, nonprofit, and freelance contract clients, I've amassed quite a diverse portfolio. Consider me a Swiss Army knife of omni-channel MarComm tools, each one polished and sharp. I'm constantly pursuing new techniques, and new technologies to stay ahead of the curve. The samples of work shown below aims to represent my scope of professional diversity from marketing strategy development, brand stewardship, SM influence, creative direction, art direction, managing direct reports, hands on video production and photography, print and digital design, augmented and virtual reality enhancement, fabrication and installation, prototyping, and the traditional fine arts of illustration and painting. |
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The US Census Bureau's Decennial Census is the largest US government non-wartime expenditure. Its goal is simple, but massive - To count everyone residing in the US, once, in the right place. As Strategy Director for Multicultural Audiences I oversee all planning and execution for the 2020 Integrated Communication Campaign including:
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Responsible for the Faith Based Partnership Portfolio, my team solicited commitments with 96 national organizations across the religious (and Humanist) spectrum. Actions included national conference keynotes, live webinars for member Q&A, social media takeovers, op-ed and by-line collaborations, and PSA video productions.
Our kick off event was a National Interfaith Conference of prominent religious leaders hosted at the National Cathedral in Washington, DC, and timed to coincide with the National Prayer Breakfast. |
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DC Jazz Festival's goals are to increase awareness of their nonprofit's mission, increase ticket sales to their yearly city-wide event, and develop a larger brand loyal community.
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Channel specific funnels are designed to drive audience to custom website landing pages where ancillary information building mission awareness is pushed (Education Program Donations), post conversion goal sales opportunities are offered (Merchandise Store), and campaign awareness call to action (Display of Collectible PDF Event Poster) is promoted with follow up emails.
Funnels also allow for detailed metrics of paid channel advertising ROI/efficiency along with maximizing lead captures. |
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Promotional video is to be distributed through various channels (SM, Newsletter, Website) reinforcing the 3 key elements of the campaign:
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Large scale signage for upcoming 2019 DCJF Festival is distributed to all 40 venues + supporting DC area businesses. This is the same design for 4x6 DM postcards to all prior attendees and new lead captures in CRM database. Postcards flip side contains deeper information, CTA, and link to custom website landing page (for DM tracking capture and audience specific CTA). All venues and supporting businesses receive stacks of postcards for distribution.
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Each goal conversion in this campaign (Ticket Sale) triggers an automated email with confirmation details attachment and a printable PDF of this years collectible festival poster. Email contains links to build awareness of their educational programs and CTA for helping DCJF build the campaign by prominently displaying the poster in recipient's window to help raise awareness of the event and entice passersby to find out more about DCJF's activities and mission.
In this manner DCJF motivates all current attendees to participate in the campaign increasing momentum towards broadening awareness, building an involved brand community, and increasing total event revenue through leveraging viral publicity. |
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Each ticket purchase triggers an automated email containing attachments for ticket confirmation details and a PDF of this year's collectible festival poster. The recipient is requested to participate in the #DCTAKEOVER campaign by printing the festival poster and displaying it prominently in street facing window of their residence.
By involving an audience that has already reached the goal conversion we channel their excitement into a sense of inclusive community and invite them to participate in the campaign by increasing the size of the community through raising DCJF awareness in active and passive methods. |
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Tourism Promo Video Channels: Website, YouTube, Facebook Working with the Asbury Park Boardwalk Commission we developed an energetic brand voice promoting tourism to one of America's most up and coming vacation destinations. Software: Audition, Premiere |
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Graduation Sizzle Reel Channels: Website, YouTube, Facebook, Instagram While working in Brookdale College's Marketing Department I advised refined demographic micro-targeting campaigns for the college's website and social media channels increasing SM engagement and paid enrollment conversions. This video was also shot, edited, and published to Instagram and Facebook within 8 hours. Software: Audition, Premiere, Photoshop, Illustrator |
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Finals Week Inspiration Vid Channels: Instagram, Facebook While working in Brookdale College's Marketing Department I advised refined demographic micro-targeting campaigns for the college's website and social media channels increasing SM engagement and paid enrollment conversions. This video was also shot, edited, and published to Instagram and Facebook within 8 hours. Software: Audition, Premiere |
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Performing Art Center Event Promo Channels: Facebook, YouTube Part of integrated PR campaign to media connections and key SM influencers promoting month long PAC Performing Arts Center Haunted Theatre event. Under my creative direction, I managed students in plot development and production on 3 day shoot for video showcasing the experience. Software: Audition, Premiere |
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International Healthcare Conference
Opening Video Channels: Broadcast during opening ceremony Every year SDI hosted a multi-day conference for international healthcare and pharmaceutical executive decision makers. The opening video reflects the agenda for the conference based on congressional legislation and positions SDI as the leader in strategic data analytics. Software: Audition, Final Cut Pro, Photoshop, Illustrator |
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Product Showcase Transition
Channels: Broadcast during sales breakout sessions Every year SDI hosted a major industry wide multi-day conference. Break out sessions are where our sales teams showcase their products. Transitions are utilized engage the viewer and spice up what is otherwise dry analytical softwares. Software: Audition, After Effects, Photoshop, Illustrator |
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Performing Art Center Promo Channels: Facebook, YouTube Student led video promotion for month long halloween Haunted House event at college's Performing Arts Center. |