STRATEGIC DIRECTOR
Multicultural Specialist
&
Associate Professor
FEDERAL SECURITY CLEARANCE
Multicultural Specialist
&
Associate Professor
FEDERAL SECURITY CLEARANCE
Personal Work
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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. |
Basem Hassan |
SUMMARY OF expertise
Integrated Marketing Strategy Development | Earned & Shared Media | National Partnerships | Brand Stewardship
Social Media Strategy | Research & Data Analytics Strategy | Business Growth Strategy | Creative Direction
Social Media Strategy | Research & Data Analytics Strategy | Business Growth Strategy | Creative Direction
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Jump To Communication Sections:
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Jump To Content Sections:
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Letters of Recommendation
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ROLE
Creative Director Eric Allen: Founder Black Ink Creative Partners 
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ROLE
Communications Specialist Avis McMillon: Exec. Director of Marketing College of Southern Maryland 
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ROLE
Professor Visual Communication Dr. Diana Phillips: President Harford College 
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*Click icon to download document
WRITING SAMPLES + Earned/Shared Media
*Click icon to download document
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EXAMPLES:
• News Stories • Email Marketing • Crisis Communication • Press Release • Media Briefing Report • Congressional Ghost Writing • Testing Framework • Testing Strategies • Partnership Literature • Fact Sheet |
Case study - US Census Bureau
(Strategic Direction - Multicultural Audiences)
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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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Based on budget allocation by audience, total number of creative executions by channel were developed. From there we developed the media coverage calendar broken out by phases. Consideration is taken for extracting the maximum impact possible from each allocated budget.
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Concepts developed and trans-adapted to be in-language.
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Extensive PR conducted to generate national and local print and radio media coverage. This included authored stories, interviews with reporters, op-eds, and guided partner written by-line articles.
(Click icon to listen)
NPR Interview with Basem Hassan, Census Strategy Director |
(Click icon to read)
Getting An Accurate Census Count Is Vital... |
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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. |
Samples of 2020 US Census Advertisements & PSAs
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Samples of US Census Bureau National Events
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2020 US Census Bureau Interfaith Partner Summit
*Click icon to download document
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2020 US Census Bureau ICC Launch Event
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Case study - DC Jazz Festival
(Integrated Marketing Campaign)
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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. |
brand Stewardship / video
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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 |
Web & APP development
Earth Day Network (Wordpress DIVI Conversion with eCommerce / Multilingual)
360• Digital Marketing Planning
DC Jazz Festival (Multi-Channel Funnel Conversion Strategies)
Art & Production Direction
US Census Bureau, NYC (Strategic Director - TV Commercial Shoot)
US Census Bureau, Washington, DC (Strategic Director - Print & SM Shoot)
VMLY&R, NYC (Strategic Director - TV Commercial Casting Auditions)
VMLY&R Agency, NYC (Strategic Director - Animatics Production)
YouTube Space, NYC (Freelance Creative/Art Director - SM Shoot)
Fenti Cosmetics, NYC (Freelance Creative/Art Director - Print Shoot)
Sephora Makeup, Los Angeles (Freelance Creative/Art Director - Print & OOH Shoot)
Bride Magazine, New Jersey (Freelance Creative/Art Director - Print Shoot)
Brand Standards COMPLIANCE
Earth Day Network (Global Director of Marketing & Communication)
IMS Health (Creative Director)
Marketing Development Planning
NonProfit Events & Educational Organizations (Infographic Calendars)
Testimonials
Actual testimonials on my LinkedIn from people who've worked with me in different capacities.
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I have had the privilege of working with Basem for nearly 10 years. He has been the primary driving creative and shared resource for the Direct Marketing Services business line. Basem is an insightful artist with an ability to translate relevant business objectives into a visually effective message. He is reliable, proactive, professional and always looks to provide the best end product for his clients.
Carin Irwin (Freas)
Senior VP, Engagement Strategy / Saatchi & Saatchi
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I worked with Basem while at Verispan/SDI as a part of the annual client meetings. Always a higher pressure situation, Basem was a great person to work with. Under the high pressure and tight deadlines he consistently exceeded expectations.
Through his strong understanding of the business and objectives he is able to add great value to the business needs which are presented to him. It is this ability to see where you are trying to go that enables him to deliver what is needed not just what has been requested.
Through his strong understanding of the business and objectives he is able to add great value to the business needs which are presented to him. It is this ability to see where you are trying to go that enables him to deliver what is needed not just what has been requested.
Eric Talbot
Senior Vice-President / Patientpoint
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I have had the opportunity to work with Basem on several projects in my capacity as recruiter for SDI. In all of my interactions with Basem, I have been impressed with his ability to accurately interpret my thoughts and ideas into very concrete, creative and effective recruitment marketing tools. Basem takes the time to thoroughly understand the business needs driving each project, does the research needed to produce the product and is committed to exceeding expectations each and every time.
Jennifer Hoeptner
Senior Talent Acquisition Business Partner / Stryker
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Basem is a bundle of energy. Last year he took over a course with a huge student enrollment and single handedly turned it around. He energized and organized a disaffected crowd and turned them into an engaged, informed, and ambitious body with a strong group identity and work ethic. He is an articulate, reliable and intelligent person who has great people skills.
Gerry Began
Full Professor / Mason Gross School of the Arts, Rutgers University
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[Basem] has embraced the educational philosophy of the museum, and has thoughtfully considered how he can draw on this philosophy when dealing with students both in groups and in one-on-one conversations.
Rachel Florman
Director of New Media Labs / Guggenheim Museum
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Experience design (installation)
Multiple Commercial Corporations (Creative Director)
Photography
Abaya Addict (Photographer / Creative Director)
Adidas International (Photographer / Creative Director)
Liberian Embassy in Washington DC (Photographer / Production Director)
US Embassy in Dakar, Senegal (Photographer / Creative Director)
Prototype Fabrication
Start-Up (Senior Art Director)
pRINT design
Multiple (Senior Designer)
Logo Design
Multiple (Senior Designer)
Book Design
Collage Art & Literary Book (Creative Director)
*Multiple Columbia Scholastic Press Gold Awards | READ MORE HERE
*Multiple Columbia Scholastic Press Gold Awards | READ MORE HERE
Digital Illustration
Multiple (Senior Designer)
Social Media Assets
Multiple (Global Director MarComm)
ReBrand
Earth Day Network (Global Director MarComm)
Clothing design
Multiple (Senior Art Director - Vinyl Applique, Silk Screen, Dye Sublimation)
Gallery Exhibition
Student Work
*(When the opportunity arises I select my best students to work with me and my freelance clients. Those works are present in both Personal & Student Work sections)
Primarily, I teach Graphic Design, but I approach it as I would in the real world. I lead them as the Creative Director guiding and inspiring them to produce their best work possible!
As a studio artist I am experienced across a myriad of disciplines such as photography, illustration, and printmaking. My belief is that first and foremost, we are artists. This interdisciplinary philosophy guides all of my courses by combining multiple disciplines into one cohesive aesthetic. Software expertise, handcraft, photography, illustration, they all combine into creating well executed work that showcases each student as a unique artist who thinks critically and executes with high standards.
Primarily, I teach Graphic Design, but I approach it as I would in the real world. I lead them as the Creative Director guiding and inspiring them to produce their best work possible!
As a studio artist I am experienced across a myriad of disciplines such as photography, illustration, and printmaking. My belief is that first and foremost, we are artists. This interdisciplinary philosophy guides all of my courses by combining multiple disciplines into one cohesive aesthetic. Software expertise, handcraft, photography, illustration, they all combine into creating well executed work that showcases each student as a unique artist who thinks critically and executes with high standards.
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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. |
CV, Teaching Philosophy, Transcript
To keep most of my critical items a click away I've placed the 3 main documents that highlight my expertise as an Associate Professor within the Visual Arts disciplines as icon links below.
Curriculum Vitae
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Teaching Philosophy
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Transcript
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