I have been in marketing for over a decade now. I’ve worked in everything from direct mail, to digital, to running a small video production crew. No matter what channel you’re using, or what format you want your message to take, I have a strong philosophy that I adhere to:
I consider myself an advocate for your audience, and I want to help you connect with them. Using your data, industry research, and a deep understanding of who you want to reach, I can help you find the times, places and messages that are going to connect you with your customers.
Aramark came with a real problem - how do we contact our customers through email, even though each person has a completely different set of products available to them? We also had to account for an eCommerce website that was mobile-averse and didn't have a consistent linking structure from facility to facility.
The solution was to use the product-level data for each customer to create a modular email template that would dynamically pull in product for each subscriber. With this approach, each email that Aramark sends can have billions of different permutations. Another bonus was the new template was built for mobile devices, allowing us to reach a higher percentage of their audience.
|increase in revenue||increase in revenue per send||increase in site traffic|
This project won the AMA Award for Best Digital Strategy in 2015
I was recently invited to The Email Design Conference to give a talk about how this template was built, and the future of data integration in email.
Embrace Oregon is a non-profit dedicated to recruiting foster parents to help alleviate the crisis-level shortage in the Portland area. They wanted to launch a campaign called Every Child to reach new audiences, and help reduce the stigma around foster care.
The strategy was to identify key constituencies, then develop a content strategy to reach them. The decision was made to emphasize “on-ramps,” which are smaller commitments than full on foster care, but introduce families to the foster care system and to the children who need help. Embrace also shifted from a religious message they used to recruit families inside of churches to a more secular tone in order to appeal to a broader audience.
The personas created help Embrace to target their message, and make sure they are appealing to their core audience.
|increase in foster care applications
in the first three months.
Fred Meyer Jewelers wanted a Holiday campaign that would engage their social media audience and drive gifting sales on a budget. The FMJ commerce site is poorly optimized for mobile shopping, so the solution needed to help drive mobile customers straight to product pages.
The solution: a microsite dedicated to helping choose gifts for loved ones and friends. Built to look and function much like a Buzzfeed quiz, this site asked a handful of questions about the person, and returned a gift that they should purchase.
The promotion of the quiz included influencer outreach on Instagram, paid Facebook ads and a module added to their Holiday emails.
|completion rate for the quiz||higher conversion for mobile customers|
What’s the most “Portland” thing about Portland? Is it beer, rain, Powell’s bookstore? What started as a hypothetical discussion over beers turned into a quest to create the first mobile-friendly bracket during the 2014 March Madness. Users were allowed to fill out brackets before-hand to guess the winners, then the public voted, round-by-round, to select the overall winner.
Launched in conjunction with the college basketball contest, it was promoted via a combination of social media, PR and email. There were also SportsCenter-style sock puppet videos that announced each round’s winners.
Overall it was a project that both drove mobile technology forward, and paid tribute to the weirdness of Portland as a city.
|brackets submitted||total votes counted||of traffic socially driven||of traffic was mobile|
They say content is king, and at 4FRNT, that was the goal. As an up-and-coming indie ski brand, 4FRNT wanted a way to engage their audience and establish themselves as a trustworthy, knowledgeable and performance-focused company. By fully committing to a video strategy, we were able to educate and entertain while showing the capabilities of the skis that 4FRNT made. In addition, as an indie company, 4FRNT didn't have the budget to place all of their sponsored athletes into the big films. In order to showcase their "Rider Owned" philosophy, we created feature films to promote the 4FRNT athletes. While this was standard practice in the skateboard industry, it was not common in the ski industry.
We knew the core 4FRNT customer was a passionate skier, and younger than the average skier, so the content focused on being fun and accessible as opposed to the most "epic" lines. We wanted 4FRNT to be an aspirational brand that skiers could grow with as their skills progressed.
I was a producer, director and sometimes filmer/editor on two seasons of their Tech Talk series, and the first two full-length team movies.