Case Study: Campaign Brand Development for
Beth Rom-Rymer-Ph.D.

Dr. Beth Rom-Rymer, a leader in the field of psychology, launched her campaign for the presidency of the American Psychological Association (APA), aiming to highlight her extensive leadership experience, advocacy for mental health equity, and vision for advancing the field of psychology. A comprehensive multi-channel campaign was designed and executed to support this effort, encompassing digital, social, email, and print strategies to build awareness, mobilize support, and engage the psychology community.

This image features a campaign brand presentation for Dr. Beth N. Rom-Rymer, Ph.D., with the tagline "Together We Move Forward." The image showcases a website design displayed on a laptop and a smartphone, emphasizing responsiveness and accessibility. Key Details: Logo: At the top of the image, there is a logo with a serene design incorporating a sun, horizon, and waves in pastel tones, reflecting a calming and professional brand. Campaign Information: The text "Beth N. Rom-Rymer, Ph.D." appears prominently, followed by the tagline. Below this, the text highlights her campaign for APA (American Psychological Association) President. Website Preview: Laptop Display: Shows the homepage of the website, featuring a professional headshot of Dr. Rom-Rymer and a summary of her achievements, focusing on her advocacy and leadership. Mobile Display: Demonstrates how the website adapts to smaller screens, ensuring usability on different devices. Navigation: The website includes navigation options such as "About," "Testimonials," "Vision Statement," and others, emphasizing a comprehensive campaign platform. Design: Clean, modern, and professional with a blue and white color palette, projecting trustworthiness and clarity. This branding highlights her leadership qualities and contributions to psychology while ensuring the campaign is accessible across devices.

Project Objectives

Welby Creative was engaged to develop a cohesive campaign strategy encompassing:

  • Development of a centralized digital platform to communicate the candidate's vision and connect with diverse audiences.
  • Establishment of a robust social media presence to foster engagement and amplify campaign messaging.
  • Creating targeted email campaigns to mobilize support and build relationships.
  • Designing impactful print materials to support in-person outreach and events.
  • Ensuring consistent branding across all platforms to reinforce professionalism and trust.
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Solutions Implemented

This image showcases the branding elements for Dr. Beth N. Rom-Rymer, Ph.D., emphasizing a cohesive and professional visual identity. Key Features: Logo Design: The logo is circular and features a sunrise or sunset over a horizon, with wave-like shapes in blue tones. The design conveys themes of progress, growth, and calmness, aligning with the tagline, "Together We Move Forward." The pastel gradient background adds a soft and approachable touch. Typography: The text "Beth N. Rom-Rymer, Ph.D." is bold and in a deep blue font, emphasizing her name. The tagline, "Together We Move Forward," is slightly smaller but equally bold, creating a unified look. Color Palette: Four color swatches are displayed below the text: Deep Blue: Represents trust, professionalism, and stability. Light Blue: Adds a calming and approachable tone. Yellow: Symbolizes optimism, energy, and warmth. Soft Pink: Reflects compassion, humanity, and inclusivity. These colors complement the logo's visual elements, maintaining consistency across branding. This image highlights the thoughtful and professional brand development for the campaign, with a focus on values like inclusivity, leadership, and optimism.

Logo Design and Branding Styles

Concept Development: Collaborated with the client to understand their vision and values, leading to a logo that embodies health, vitality, and trust.

Versatility: Designed the logo for adaptability across various mediums, including digital platforms and print materials.

Website Design and Development:

Responsive Design: Developed a mobile-friendly website to ensure optimal device user experience.

E-commerce Integration: Implemented a secure online store for seamless product browsing and purchasing.

Content Management System (CMS): Utilized WordPress to allow easy updates and content management by the client.

Comprehensive Content: The site featured detailed sections, including:

  • Dr. Rom-Rymer’s biography and professional achievements.
  • A vision statement articulating her goals for the APA.
  • An interactive Q&A section addressing key issues and questions about her candidacy and platform.
  • A dedicated area for letters of endorsement and testimonials highlighting her influence and credibility.
  • An integrated PDF viewer for multiple pages and files to allow viewers to read, print, and distribute relevant materials.

Social Media Content Creation

To engage with a broader audience and create an ongoing dialogue, a dynamic social media strategy was implemented:

  • Platform Optimization: Established a presence on LinkedIn, X ( formerly Twitter), Facebook, and Instagram, tailored to the unique characteristics of each platform.
  • Content Creation: Developed visually appealing posts, videos, and infographics communicating key aspects of Dr. Rom-Rymer’s platform, campaign updates, and thought leadership.
  • Hashtag Strategy: Leveraged campaign-specific hashtags to increase visibility and encourage user-generated content.
The image features a woman with long blonde hair speaking at a podium with a microphone. She is smiling and wearing a gray patterned blazer. The background is a gradient from dark blue to light blue. Text on the left side reads '#1 Endorsement Ranking From The Health Care/Health Science Caucus' in yellow and white letters. At the bottom, there is a logo with a sun and waves, and text that says 'Beth N. Rom-Rymer, Ph.D. Candidate, APA President-elect DrBeth4APAPresident.com'.
The image is a promotional graphic featuring a testimonial for Dr. Beth Rom-Rymer. On the left side, there is a photo of a woman smiling with the name 'Dynesha Mason Grissom, Ph.D., MSCP,' who is identified as the owner/psychologist at YMG Psychological Services, PLLC, located in Champaign, IL. Her credentials are displayed below her name. On the right side, there is a quote praising 'Beth' for her intentional efforts to create inclusive spaces and being a true advocate in the field of psychology. The quote emphasizes her dedication to listening and meeting the needs of others. At the bottom of the graphic, there is a logo with the text 'Beth N. Rom-Rymer, Ph.D. Candidate, President-Elect 2024 Together We Move Forward,' along with a website link 'drbeth4apapresident.com.' The overall design has a blue color scheme with quotation marks stylized in the background.
The image is an advertisement for the American Psychological Association (APA), targeting psychologists and psychology students. At the top, in large blue text, it asks, 'Are You a Member of APA?' Below this question, there is the APA logo, which consists of a stylized representation of a person and a tree, followed by bold black text that reads 'American Psychological Association.' The body text states that 'APA supports its members at every stage of their career as well as supports public education programs that raise awareness of the value of psychology.' This text contains a typo where 'stage' is misspelled as 'stge.' A pink arrow points from the body text to a yellow rectangular button with blue text that says 'Join Today!' In the bottom right corner, there is a small circular logo with the text 'Beth N. Rom-Rymer, Ph.D. Candidate, President-Elect 2024 Together We Move Forward.' The overall design emphasizes encouraging psychologists and students to consider joining the APA and suggests involvement in broader educational initiatives.
The image is a promotional graphic for the podcast 'On Psych'. It features a quote at the top left: 'You will be an impressive APA President!' attributed to Jonathan Douglas, Ph.D., CPsych from Central Ontario Psychology. To the right, there is a smaller subsection that highlights Season 2 of the 'On Psych' podcast, presented by the Ontario Psychological Association with support from Jane. The section includes a photo of a man in a suit and glasses, presumably Dr. Jonathan Douglas. There are logos for Apple Podcasts, Spotify, and Google Podcasts at the bottom of this subsection, indicating where the podcast can be listened to. Below the main elements, there is a descriptive paragraph about Jonathan Douglas, detailing his roles and the podcast's focus on conversations with influential psychologists. The background is a gradient of light blue to white, and there is a logo for Beth N. Rom-Rymer, Ph.D. at the bottom center with a website link drbethappresident.com.
Campaign Brand Development for Beth Rom-Rymer-Ph.D. by Welby Creative- Social meida-1

Email Marketing:

A targeted email marketing strategy ensured direct and impactful communication with supporters:

  • Audience Segmentation: Emails were tailored to specific groups, such as students, practicing psychologists, and organizational leaders, addressing their unique concerns and interests.
  • Content Delivery: Campaign updates, endorsement highlights, and calls to action were delivered through well-designed emails optimized for readability and engagement.
  • Results-Driven Messaging: Every email included actionable items, such as signing up to volunteer, attending campaign events, or forwarding messages to colleagues.

Promotional Products and Marketing Materials

A comprehensive suite of print materials reinforced the campaign’s presence in offline settings:

  • Design and Distribution: To reflect the campaign's branding and messaging, professionally designed posters, flyers, brochures, pins, pens, and other materials were produced.
  • Event Support: Materials were distributed at conferences, community gatherings, and academic institutions, ensuring high visibility among key audiences.
  • Tangible Connection: Print items served as physical reminders of the campaign, sparking conversations and engagement beyond digital platforms.
A promotional poster displayed on an indoor easel stand with a message inviting people to 'Make Your Voice Count.' It features a candidate, Beth N. Rom-Rymer, Ph.D., running for APA President-elect 2025. The top of the poster mentions the importance of promoting the psychological understanding of Jewish history and culture. To the left, bullet points highlight her credentials and accomplishments, such as being a trauma clinician, forensic expert, and advocate for survivors of sexual trauma. There’s an image of Beth N. Rom-Rymer, depicted as a professional woman in business attire. The bottom section of the poster uses bold yellow text against a blue background, urging to vote for her. A circular logo and QR code are present on the bottom right corner. Potted plants and a gleaming floor form the background, suggesting a formal setting.
The image shows a stack of business cards with an accompanying pen. The card prominently displays the name Beth N. Rom-Rymer, Ph.D., with contact information including a phone number, email address, and website. The card mentions candidacy for APA President-Elect 2024 with the slogan 'Together We Move Forward.' The card has a blue and white design, featuring an icon of a sunset over waves. An inset photograph shows a person smiling, sitting in front of a bookshelf.
The image shows two circular campaign buttons. The front button features text and a graphic, while the back button displays a simple pin attachment. The front button has a pale yellow background with bold blue text that reads 'VOTE #1 FOR BETH' around the edge. At the center, there's a stylized graphic of a sun rising over waves. Below the graphic, text reads 'Beth N. Rom-Rymer, Ph.D.' and 'for APA President' with the slogan 'Together We Move Forward' underneath. The overall design suggests a professional and optimistic campaign theme.
The image shows three stacks of brochures placed on a tan surface. Each brochure features a gradient blue to white background with a professional photograph of a person in the top section. The name 'Beth N. Rom-Rymer, Ph.D.' is printed prominently across the center of each brochure in white, bold letters. Below the name, the text details professional affiliations and contact information, including associations with various psychology organizations and her role as a founder and president. There is a QR code at the bottom left of each brochure. The background photograph seems to be a colorful abstract painting, and the office setting includes bookshelves, emphasizing a professional and academic context.
The image features two professional flyers placed on a light blue surface. These flyers are designed with a consistent blue and white color scheme. On the top portion, there is a headshot of a woman sitting in front of a bookshelf. Her name and credentials are present, along with a logo above the photo. The left side of each flyer contains a narrow blue column with contact details and possibly a QR code labeled 'Scan Here.' The main body of the flyer is filled with text, addressing topics of trauma, psychology, and leadership. The text is neatly aligned and densely packed, suggesting detailed information about the individual's professional background and vision.

This integrated campaign effectively communicated Dr. Beth Rom-Rymer’s qualifications, leadership, and vision, while fostering a sense of connection and shared purpose among her supporters. By leveraging digital innovation, traditional marketing, and personal endorsements, the campaign left a strong and lasting impression on the psychology community, positioning Dr. Rom-Rymer as a compelling candidate for APA presidency.

 

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