Case Study: Multi-Channel Sales Promotion
SoftScience Supreme Comfort Footwear
Director of Internet Operations: E-commerce direction for multi-national online apparel production company, including content creation and management; develop and promote offers; write, edit, and produce social media, blogs, and emails; manage multiple digital advertising and public relations agencies
Campaign Results:
- 700% increase in calls to customer service during upsell promotion
- 45% of month's revenue generated during 10-day campaign
Campaign Goal: Drive customers and prospects to Customer Service for a phone-only offer to for personal upsell.
Marketing Strategy: Use social media, email, and digital advertising, as well as public and media relations, to promote "old-school customer service."
Plus, who says business comms can't have fun?
Case Study: Multi-Channel Lead Generation
PlainSmart Wellness Clinic
Marketing and Communications Consultant: Write, edit, produce, and place social media, blog, newsletter, and email marketing automation, including ebooks and downloads; manage agencies for production and PR
Campaign Results:
- Drove website traffic up more than 50% month over month
- Generated up to 1,000 leads per day, necessitating additional outbound sales staff
Campaign Goal: Drive prospects to the PlainSmart blog or website to sell personal DNA-based wellness and nutrition programs online to the consumer.
Marketing Strategy: Use social media, emails, and the website, as well as digital advertising and broadcast media, to acquire contact information for lead generation and nurturing via outbound sales calls and email marketing automation.
Case Study: Integrated Marketing Campaign
Ent Credit Union
Marketing Director. Led high-functioning team for advertising and marketing, stakeholder and employee communications, and public/media relations for now top-25 U.S. credit union
Campaign Results:
- Leap Day Certificate: Brought in $11 million in one product in one day
- Pot o' Gold Certificate: Brought in additional $4.5 million in another product in two days
- IRA NOW and Tax Day IRA Certificates: Generated $8 million with tax day promotions
- Priority Certificate: Generated $35 million in term deposits in fewer than three months
Campaign Goal: Bring in new money (not already on deposit) into specific term-deposit products.
Marketing Strategy: Create, produce, and implement multi-channel campaign, in collaboration with Mills Marketing.
Case Study: Content & Program Management
Poetry Out Loud: National Endowment for the Arts
Program Manager: Create, produce, and deploy integrated content marketing; recruit and register schools, manage mentor program, volunteers, and judges; promote and produce event
Program Results:
- Exceeded school participation goals by 45%
- Achieved year-over-year increase in social media following by 89%
- Achieved 70% increase in reach from the previous year
Program Goal: Attract new and returning schools to participate in the NEA's Poetry Out Loud Program, as well as drive attendance to the competition event.
Marketing Strategy: Use social media, public relations, email, and collaboration with partner organizations to secure participation from Colorado high schools, and promote and publicize school events, the state and national competitions, and the state winner.
Selected Publications, Articles, White Papers
Long-Form Narrative Copy
Long-Form Narrative Copy
Long-Form Narrative Copy
Ask to read this e-book.
Short-Form Blog Copy
Long-Form Narrative Copy
Long-Form Narrative Copy
Ask to read this blog.
White Paper: Metagami
Long-Form Narrative Copy
Unpublished White Paper: Medical Grade Freezers
Ask to read this white paper
Unpublished White Paper: Medical Grade Freezers
Unpublished White Paper: Medical Grade Freezers
Unpublished White Paper: Medical Grade Freezers
Ask to read this white paper.
Article/Profile: USA Cycling
Unpublished White Paper: Medical Grade Freezers
Article/Profile: USA Cycling
Feature: The Denver Post
Unpublished White Paper: Medical Grade Freezers
Article/Profile: USA Cycling