A technology company with a focus on healthcare operations had a brand identity crisis. They had two different websites- one for the company and one for the product; an internal disagreement on what product offerings they had, what to call them, or how to bundle; and lacked the words to help market and explain how valuable their technology could be for the industry.
I worked with the CEO to understand the business strategy and goals of their product. I made recommendations along the way and asked many questions that made him rethink his strategy. By combining my marketing strategy alongside his business plans, we were able to make decisions on the product line and offerings and how to brand them. From there, I wrote copy for one website that detailed both company and product. I created a mission, vision, and values with the messaging platform along with a boilerplate to help guide them in new ideas. I tailored five case studies for each of the product value propositions to highlight each individually as well as a company fact sheet with high-level product information and a pitch deck.
The company had a solid brand and product offering to present to investors, healthcare systems, and current clients. They were able to add a major healthcare system quickly and upsell current clients. With direct messaging that created an impact, they were able to close much quicker.
A local chapter of a national construction trade association encountered declining membership and current members who only cared about fun events and were reluctantly paying dues and responding to the association.
I revamped messaging and timelines for the members. As construction owners, the audience was onsite working when the staff was trying to email them. By starting "Friday recap" emails right when they were logging off for the weekend, they knew to expect it and respond. Knowing your audience and how and when they like to communicate makes a huge difference in results. I also launched a public relations campaign around a legislative issue that was affecting their business. Once articles were written in papers, members started to get interested. I created opinion pieces for them to submit, which got picked up, too. I held pressers and landed a front-page Sunday spot about our issue. I included this campaign into content for a quarterly newsletter.
Once I made placements and my blog posts were reaching audiences other than our members, other citizens were writing about our issue. Other chapters across the country donated to our cause, and national gave us a grant. I incorporated that money from earned media and placed it into advertising. My efforts caught national media interest and affected a gubernatorial race in our favor. I established a political action committee, and members were now paying not only their dues but also a portion to the PAC.
A telemedicine company lacked engaged providers and a strategy to market both B2B and B2C, and then have providers market to their patients. The concept of telemedicine was still new and not well adopted among both providers and consumers causing much skepticism.
I created a quarterly campaign of topics that were relevant to the specialty and a strategy to recruit providers along with an onboarding process to have providers market to their patients while I also implemented direct to consumer campaigns to enhance it. Capitalizing on national issues that generated buzz, I was able to elevate our offering. I focused on key states that coincided with the business strategy to make marketing campaigns relevant to each geographic location.
Increased providers by 15% and marketing effectiveness by 50%. Conversions from digital efforts increased assuring that new messaging resonated with consumers and providers. The sales funnel had more activity and leads converted much quicker.
A non-profit with a focus on social services wanted to build a private, high school with a focus on STEM for low-income students. Because the non-profit brand was well-known and different from the new school concept, strong messaging and a strategy to recruit and build a different brand was a challenge.
I created a content strategy for marketing collateral and social media to raise awareness about the new school, its benefits, and differentiators from the non-profit. I utilized PR to give credibility and increase branding recognition in the communities we were trying to recruit. I wrote copy for a new website as part of the content strategy including a streamlined application process and a script for a recruitment video.
Garnered positive press coverage. The break-even for enrollment was 60 -- we had welcomed 80 freshmen as a result of the marketing strategy and outreach.
Below you'll find a sampling of different projects and outcomes I've created.