Projects
Published Work & Samples Available Upon Request
Product Elevation
Taking a 75-year-old local marketplace brand staple that was on autopilot and turning it into a contemporary market resource was no small task. It is perhaps the most unique and rewarding project that I’ve undertaken as it is a third-generation family business. Engaged in its management since 2010, my role in this multimedia trade-specific b-to-b brand started with editorial and publishing management, including creative direction and resourcing; implementing production efficiencies, social media and web; creating extension programs and products; strengthening customer and partner relationships; and importantly, generating engagement and relevancy to state trade served. As a result of continued work, we continue to see increased value, usage and advertising dollars from current, sustained efforts. This remains an active project.
Communicating Clearly
When you are too close to "the message," it’s easy to overlook an unintended reader response: confusion, namely. If the message is unclear, the moment is lost. Viewing messaging from the outside the bubble of ownership is necessary to create clarity and reduce clutter, putting each stakeholders' lens in place. Crafting effective and actionable communications, starts with objectivity and a bit of distance, whether a news release, internal campaign document, client letter, email alert or marketing statement. The development, wordsmithing and editing of messaging is a core service skillset offered building off of extensive journalism and public relations expertise. Industries include beer, wine and spirits, media, technology, nonprofit, insurance, healthcare/wellness, lobbying, trade association and advertising agency among sector experience.
Corporate Identity
Using a project management approach with a growing group of global Appreciative Inquiry practitioners spread across multiple states and countries, this project was difficult yet rewarding. This specific field was just entering the corporate lexicon as a means for organizational improvement, yet was in demand. The creative process needed to be lead rationally and thoroughly given the clients’ expertise in business analysis and positive change management for a global community. Facilitation and collaboration led to creating its first cohesive b-to-b messaging.
