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Justin McDonald

brand/account lead

Focused on Client Goals, Strategic Solutions

Choice Hotels
AvalonBay Communities
Ascend Hotel Collection
Five Star Senior Living
Harbar LLC - Maria & Ricardos
Baycare Health Partners, Inc.
Cambria Hotels
Red Jacket Resorts
AvalonBay Communities
City of Boston Credit Union
Home: Welcome

Current Client List

Successful Partnerships

Home: Clients

client of 13+ years


client of 8+ years


client of 13+ years

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client of 5+ years


branding branches throughout NE


client of 11+ years


client since inception in 2009 (12+ years)


branding of state-of-the-art Boston branch

Five Star Account Management

I was lucky to join the Five Star Senior Living account team in 2008 as a coordinator, providing marketing services for around 180 communities across multiple states. Over the next 13 years, with my team's support, Five Star evolved into a Fortune 500 Company with more than 300 communities in 33 states.

During that time, as coordinator, account executive and then account lead, I outlined, negotiated, and implemented marketing strategies that utilized a variety of mediums, including: radio, print media, billboards and OOH, direct mail campaigns,  programmatic display, paid social media advertising, and Google Search. I also coordinated the creation and printing of marketing collateral and signage.

Each of the 300+ communities had its own unique brand, and every project came over as a separate request. With just a 3 person team, the volume of work constantly pushed me to optimize internal and collaborative processes.

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Home: About Me

The Right Choice

Choice Hotels International | Cambria Hotels | Ascend Hotel Collection | Comfort | MainStay Suites | Quality Inn | Clarion | Suburban | Everhome Suites

In my 13 years supporting the marketing needs of Choice Hotels International and their many sub-brands, I've helped to drive corporate and property revenue, while assisting in overall brand development and growth.

Working with both the corporate marketing teams and the individual properties, the project and account requests vary greatly. From promotional email blasts, HTML display ads, and social media assets, to Covid signage and even branded hard hats and shovels for ground breakings, I'm able to support the hotel chain no matter the ask. Event assistance, printed and digital marketing collateral, promotional items, restaurant menus - no matter the request, I enjoy being the go-to guy for both the integral and the unique needs of the hospitality group.

Achievements with the brand

• Led the branding of Cambria Hotels, the luxury up-scale chain of Choice Hotels

• Directed the development of the new Ascend Hotel Collection brand voice and visual identity in 2020

• Created consumer-tested digital ad design concepts for the partnership between Choice Hotels and AMResorts 

• Coordinated the creation of guidebooks for various departments including: brand

guidelines, food & beverage, design directives/philosophy, operations, service culture, marketing & events

• Account Lead of 10+ years

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Home: Case Studies
Home: My Work

Case Studies

Driving Revenue  |  Delivering Results  |  Differentiating Your Brand

McSweeney & Ricci
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A Brand New Brand

& Strategy

From 2019 - 2020 • Increased Personal Insurance new business by $390K 

• Grew Commercial Insurance by $215K

• Added 16 new Private Client Group customers

McSweeney & Ricci Insurance needed guidance in a rebrand and with a marketing strategy to compete against the giants in the industry.

Leading a team of designers and copywriters, I developed a modern and unique new brand for the personal and commercial insurance company, based on insights from surveys, interviews and focus groups with current/potential customers and employees; SWOT analysis, and any available existing research.

Marketing strategies were identified, developed and evaluated based on knowledge of company objectives, market trends, competitors, and potential customer demographics.

Tactics included: Google Search, Programmatic Digital Display Ads, paid Facebook advertising, Pandora & traditional radio, direct mail, hyper-local print publications, LinkedIn in-mail, community sponsorships, and planned organic and aggregated social media content calendars.

Leaders in the Classroom

Lead Generation / Nurture​

From 2016 - 2018

• Increased Applications by 14%

• Decreased the Cost Per Lead by $52

• 29% growth in Organic Search

• Increased:

unique site visitors | course searches | phone calls 

Massassoit Community College was losing market share of applicants to local universities and needed a dynamic strategy to consistently attract and enroll new students.

Tactics were discerned by auditing current website analytics and marketing methods; determining demographics of potential new students; ensuring all brand touch-points were accounted for; weighing budget with available mediums and resources; negotiating best rates with vendors; and identifying pitfalls for student dropout.

The plan included a mix of television; live open house events; paid social media campaigns; calculated and aggressive Google Search tactics; behavioral digital display; outdoor advertising, direct mail, and both digital and traditional radio.

A CRM was recommended, as well as an automated but personal lead nurture email strategy, to not only standardize the process and alleviate daily duties from the Admissions team, but to also assist in keeping communications open to current students in order to dissuade future drop-outs.

Home: Services


Pembroke, MA

(617) 984-9088

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