Content Strategy
Overview | The industry needed a defined content strategy and communications plan to not only increase brand awareness, but enhance lead generation opportunities in an evolving market.
Strategies | Developed a multi-channel content strategy tailored to the targeted markets that played to the strengths and capabilities of the organization and its industry expertise.
Results | The strategy continues to show impact and effectiveness through the acquisition of new clients as a direct result of the execution of the content strategy. One strategy element, a podcast, has been honored with a national “Best Of” award for the industry.
Marketing Management
Overview | The organization needed to reinvigorate its customer loyalty program. With a lack of awareness in the market, momentum needed to be created to increase customer loyalty and sales in the upcoming “cooling” season.
Strategies | To develop and re-launch the Rapid Replacement Program from website, to content assets and promotional campaigns.
Researched and analyzed past promotions and markets.
Redeveloped messaging elements to better resonate and incentivize customers.
Created internal excitement for the program and re-launch
Results | The multi-faceted marketing campaign and re-launch of the program resulted in an increase in emergency replacement sales of 17% and 21% respectively in the first two months post launch.
Continued growth in registrants in the loyalty program.
Exponential increase in open rates for pending eligible purchases {over 97% open rate}.
Brand Management & Strategy
Overview | To continue to remain positioned as a premium brand, the iconic brand needed to experience a brand refresh and redefinition.
Strategies | Partnering directly with global brand management, developed the implementation strategy for North America and led the execution.
Revised and re-toned over 450,000 words of copy to embody the new brand tone for the launch of the new branded website.
Categorized assets, both internally and externally and developed a budget and cadence for implementation and revisions.
Trained internal and external stakeholders on the new brand and built excitement internally with internal launch activities.
Results | The launch of the new brand reengaged not only customers, but internal team members as they prepared to continue the mission to build a better future.
Every work space including retail stores, regional offices, corporate event suites and customer facing vehicles are on track to be completed by 2018.
Customer interactions have been reenergized with the incorporation of clean lines, a stronger tone and customer centric dialog and materials.
North America led the globe in effective implementation of the new elements.
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