Bowie Rowan
Creative for good
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Oklahoma Partnership for School Readiness

Before the Bell is an awareness campaign promoting early childhood education in Oklahoma 🔔

I led strategy + creative direction for the campaign, guiding the full lifecycle from research + brand development through UX design, content creation + advertising.

 

The Challenge

The Oklahoma Partnership for School Readiness (OPSR) received a grant to increase awareness and access to early learning resources for families, communities, and organizations across Oklahoma. They needed a campaign that could:

  • Reach diverse audiences across the state, including English- and Spanish-speaking communities.

  • Simplify complex early childhood resources into clear, engaging, and actionable content.

  • Align branding, messaging, and design across multiple channels to drive awareness and action.

My Role

I led strategy and creative direction for the Before the Bell campaign, guiding the full lifecycle from research and brand development through UX design, content creation, and advertising. My role included:

  • Conducting audience research and building personas.

  • Defining the brand voice, messaging, and creative direction.

  • Overseeing UX design, content strategy, and copywriting.

  • Directing ad creative, bilingual messaging, and video production.

  • Aligning stakeholders and presenting recommendations.

Process & Approach

  1. Discovery + Research — Conducted primary and secondary research, including stakeholder interviews and statewide audience analysis. Built personas that identified key needs, barriers, and opportunities.

  2. Strategy + Brand Development — Defined voice, tone, and visual direction to create a cohesive campaign identity. Established campaign KPIs.

  3. Content + UX Design — Partnered with designers to structure a user-friendly website, integrating an interactive quiz for tailored resource delivery. Crafted content design and copy aligned to audience personas.

  4. Creative Production — Scripted, wrote, and directed bilingual ads to extend campaign reach across digital, radio, and video channels.

  5. Implementation + Alignment — Delivered campaign assets, facilitated stakeholder buy-in, and presented results, ensuring continuity across all touchpoints.

Outcomes

  • Delivered a unified brand and content experience across web, digital, and advertising channels.

  • Increased accessibility with bilingual messaging (English + Spanish).

  • Improved user engagement with an interactive quiz directing families to the most relevant resources.

  • Established measurable campaign KPIs tied to engagement, awareness, and reach.

  • Created a replicable model for engaging diverse communities statewide.

Deliverables

  • Audience personas and research analysis

  • Brand and creative direction

  • UX/UI recommendations and interactive quiz design

  • Website content strategy and copywriting

  • Bilingual advertising campaign (scriptwriting and production)

  • Stakeholder presentation decks