Case Study 1
CATEGORY: B2B, Packaging
SERVICES: Branding, Websites, Social Media, Press Releases, Lead Generation, Budgeting, Planning, Ad Campaigns, Project Management, Change Management
PROJECT: Pharma Packaging Solutions (PPS) & Carton Service, Inc. (CSi) needed a corporate brand uplift, along with new marketing strategy and collateral. The two companies co-existed under one roof, one providing specialized pharmaceutical product packaging, while the other provided carton packaging for many other industries. The companies needed branding imagery that made sense for the different services provided, while also indicating a common ownership. The CSi brand in particular needed a more modern image, to reflect its desired place in the market.
ACTION: I conducted a brand identity study involving the management, staff, sales team, and select clients. Upon discussing overall company goals, I drafted an RFP and hired third party agencies to provide brand design and a new website, as well as photos and video content. The CSi design won the 2013 Gold ADDY Award in the category Elements of Branding.
I proposed a new website structure and I wrote the website copy. I managed the implementation process and provided a brand new website within 7 months. Next, I wrote brand new marketing materials, including press releases, ads, social media posts, brochures, and trade show displays.
I publicized the company’s new branding and website both internally and externally, via press releases.
OUTCOMES: Branding & Websites, Marketing Plan & Budget, Sales & Event Materials, Ad Campaigns, Press Releases
BENEFITS: Increased awareness; Contemporary, unified yet distinct brand identities; Functional website; Better sales team support
Old vs New Brand Identity
Old vs New CSI Website
PPS Social Media
PPS Promotional Multi-Platform Campaign
CRx Product Campaign for PPS
Case Study 2
CATEGORY: B2C, Consumer Luxury Goods/Affordable Luxury
SERVICES: Marketing Research, Interviewing, Survey Writing, Data Compilation & Analysis, Marketing Copy, Project Management
PROJECT: Jewelry Television, a home shopping network specialized in jewelry and gemstones, needed to understand its customer base. Additionally, the company’s call center employees needed a clear understanding of who they served in order to provide better support.
ACTION: The initial phase involved a series of surveys. I wrote scripts, supervised 12 survey administrators, and proposed a first customer segmentation model.
When budget allowed, we developed strategic relationship with Targetbase (third party market research), to perform first profiling of JTV customers and prospects. We also partnered with Experian to better understand TV viewership by media type.
A third part of the research involved customer focus groups, as well as in-home research. I developed questionnaires, performed interviews, coordinated teams of 10 internal guest researchers, and worked w/ third party consultant to organize 300+ customer in home/on location one-on-one interviews.
The extensive customer insight we obtained helped our team define customer personas, which were used to generate pertinent marketing initiatives.
For our team in the call center, I translated our new customer insight knowledge to be included in training manuals. In addition, I created oversized posters portraying real customers representing the different personas along with a bullet point list of their main characteristics.
OUTCOMES: Customer Segmentation & Personas; Segmented Marketing Materials; Customer Loyalty Program; Competitive Channel Positioning and Media Placement
BENEFITS: A clear and detailed understanding of the different customer segments; A new roadmap for the company to deliver more relevant product, programming, communication, and service; Better customers service; Better up-selling and cross-selling; Increased Customer Satisfaction; Increased Call Center Productivity; Increased Number of New Customers
Case Study 3
CATEGORY: B2C, Consumer Luxury Goods/Affordable Luxury
PROJECT: Jewelry Television: Customer Retention, Customer Loyalty Program
ACTION: Developed and implemented company’s first customer loyalty program test for 500 customers.
OUTCOME: $200K ROI for the prototype and a base for future loyalty program.
Case Study 4
CATEGORY: B2C; Higher Education
SERVICES: Marketing Strategy, Budget, Communications (Print & Digital) Plan and Copy
PROJECT: The University of Tennessee, Knoxville (UTK), the state’s flagship public university needed a comprehensive marketing and communications plan for undergraduate recruitment.
Communication Flow – Senior Freshman
Print Postcard
The old Viewbook (main publication) featured a two-page dark image that referred to something that was only familiar to the local students, while out-of-state students couldn’t relate. We replaced the image with a beautiful panorama of the campus, in bright light and vivid colors, along with the new copy I put together, aiming to inspire prospective students, while at the same time offering them a sense of place – the campus with the mountain range backdrop.
Old vs New Viewbook
Case Study 5
CATEGORY: B2C; Professional Photographer
SERVICES: Brand Strategy, Website Structure & Copy, Promotional Campaigns
PROJECT: Owner of Carmen.photo needed help transferring her website, while also improving her online brand. She also needed to advertise the different types of photography she offers and push special promotions.
ACTION: I discussed the client’s vision for her business, understanding more of her market, limitations, and priorities. I worked on a new tag line and updated the website page structure. I transferred her site to WordPress for better content management. I updated her website pages with photos and quotes. Next, I conceptualized several special promotions and assisted the client with digital promotional materials.
OUTCOMES: New WP website; New tag line; Promotional Campaigns
BENEFITS: Easy to update website/more control over content; New clients/More revenue
- Website Tag line: “Capture the moment, cherish the memory.”
- Promotional Campaigns:
- “You’re amazing. Your photo should be too!” (Personal Branding/Headshots)
- “Boss & Belle”, “Beauty & Brains” – “Because a woman has many facets.” (Women’s Day)
- “Forty and Fabulous“—What does forty stand for? Fabulous, Original, Radiant, Talented, You! From one Fabulous and Forty woman to another, here is a Booster Shot of Confidence, a High Five to your amazing self! You earned your place in the world. Let’s celebrate your beauty and accomplishments. Let me capture your story and let your spirit shine brightly through my photos. From one woman to another: you are fabulous!
Case Study 6
CATEGORY: B2C; Medical Services
SERVICES: Branding, Website Structure & Copy
PROJECT: Dr. Daniela Moise started a new medical practice Women’s Health and Healing and needed a web presence as well as brand direction and collateral.
ACTION: I set up a WordPress website-structure and content. I updated forms with the new logo.
OUTCOMES: New WP website; Updated Forms
BENEFTIS: Awareness; New Clients
*NOTE: Websites might not be as originally set up, subject to clients’ updates.