Representative Work

Planning, Strategy, and Growth results — across a range of marketing and business development projects. See also: Example Case Studies

PLANNING

GOAL: Research and develop start-up’s Feasibility Plan, Business Plan, and Marketing Plan

RESULT: Investigated industry and competitor activity, compared to start-up’s goals for differentiation. Built plans to demonstrate the viability of the owners’ concept, cash flow projections, and growth efforts.

GOAL: Provide research on how to position non-profit within its niche and against competitors to attract & grow annual visitors

RESULT: Observed first-hand competitor businesses, both in the niche and adjacent; leveraged historical info and research to contribute to team business plan, and built the marketing plan.

GOAL: Research and plan start-up’s marketing and promotion

RESULT: Delivered marketing and strategy plans, campaigns, mission and focus, target audiences, benchmarks for growth.

GOAL: Take popular neighborhood business to new growth

RESULT: Delivered marketing plan and strategy for developing new audiences, leveraging current brand, and producing events to broaden exposure and ultimately, the customer base.

STRATEGY

GOAL: Gain media coverage of law firm-sponsored community event

RESULT: Landed print, radio, and for the first time for the annual event – television coverage. The event has now passed its 30th year and has a television media partner.

GOAL: Design start-up’s marketing plan

RESULT: With initial research from the start-up, built cash-flow projections for a new product and designed the product roll-out/“debut” to showcase unique features and options.

GOAL: Promote author’s latest book

RESULT: Coordinated innovative PR effort to highlight author’s book launch. Landed local, regional press, and an interview on Headline News.

GOAL: Updated law firm website, tweak SEO

RESULT: Advised small firm on and delivered content updates to existing website, added SEO elements to improve visibility. Achieved results on time and under budget.

GOAL: Overhaul business brand, website, promotional materials

RESULT: Oversaw branding, messaging, content, logo design, advertising, new website. Peer recognition rose in first 3 months; business received increased insights about clients and prospects – to shape their future marketing and growth efforts

GOAL: Revamp technology firm’s website to improve UX and navigation

RESULT: Collaborated with web designer to create new site logistical navigation; wrote, designed content; managed site update process.

GOAL: Increase effectiveness of University-Government research program communications

RESULT: Improved efficiency of internal and external communication collaterals and website content; brought together scientists, researchers, and governmental agencies for heightened collaboration.

GROWTH

GOAL: Execute creative to meet shareholders’ goals and promote positive client feedback. [FCC goal: reduce waste in production and lower costs for the annual project.]

RESULT: Finished creative both met and received positive feedback from shareholders and their clients. Plus, for two years in a row, FCC succeeded in reducing the overall project cost by 21% Y1, and 29% Y2.

GOAL: Overhaul law firm website, add SEO, on budget and within one year

RESULT: Assisted firm with vetting vendors, shepherded project ensuring it met UX goals, timeline, and budget while also keeping firm informed and helping the vendor with direction, content, and other deliverables. Site was completed ahead of schedule (including a 1-month pause for brand adjustment). Overhaul and initial SEO demonstrated 8.42% growth immediately. Project completed with 21% savings of allowed budget.

GOAL: Introduce start-up organization, develop audience, meet event/budget targets

RESULT: 17.33% beat on sales target; 46.67% beat on event attendance; 15.75% increase in social media audience. Met revenue goal; landed local press coverage.

GOAL: Assist with conference and related special event awareness and participation/ticket sales

RESULT: Designed social/content plan; followers grew 123%; main conference and special event both sold out.

GOAL: Expand non-profit’s social media presence and sell-out 25th anniversary event

RESULT: Increased by more than 35% social media presence, followers, and conversation; event sold out.