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I find today's world of marketing (digital marketing, IMC strategies, market research, fundraising, advertising, branding...) to be an exciting one. Innovative developments in technology continue to improve the effectiveness of marketing allowing companies small and large alike to solidify their brands and expand their customer base in extremely cost-effective ways. For the past several years, I have been managing SEM campaigns, conducting buyer behavior research, and developing marketing strategies tailored for various clients. However, I quickly came to the realization that, as much as I love developing collateral and studying market trends, I am at heart very much a people person. I am at my best when consulting and collaborating with others in providing solutions to problems. I thrive on generating and sharing ideas. I'm passionate about delivering solutions that bring tremendous business value. I seek the thrill of gaining new business in a highly competitive environment. I also enjoy networking, reaching out to others and helping them achieve their goals. Today's technology is fantastic, but people, their businesses and ideas are what make the marketing world go 'round!
Recent Projects: |
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Impulse Buying: Behavior and Statistics Study
Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing. Objective: Explore market research as it pertains to impulse buying. Includes a priori questionnaire, picture metaphor interviews (ZMET), and consumer segmentation comparisons. Categories: Market research, copy writing, editing, publication design. Results: Implications and recommendations for retailers based on authoritative information. |
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Kealia Kai Real Estate Flyer Role: Worked with account executive to create a real estate marketing flyer using artist renderings, client supplied and stock images. Objective: A light, bright piece that communicates the property features clearly, with Hawaiian elegance. Categories: Flyer design, typography. Results: The flyer was circulated to quickly find a buyer in a down market. |
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Brand Expansion Case Study Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing. Objective:This case study explores components of brand building through a hypothetical marketing campaign for New Belgium Brewery. This study relies on publicly available information and independent market research conducted without consultation from the New Belgium Brewery Company, and does not reflect the company’s point of view. It is available here for demonstration purposes only. The study explores methods of driving sales of a product that already has a large market share. Includes laddering interviews, market demographic surveys, an IMC strategy model, brand analysis, consumer analysis, CDP process analysis. Categories: Market research, copy writing, editing, brand expansion campaign, publication design. Results: Brand expansion strategic vision, brand expansion message design and development based on authoritative information. Download PDF of Case Study (7.2 MB)
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Integrated Marketing Communications (IMC) Implementation Model As IMC's develop, they progress through levels. Every new addition to the campaign begins close to the center of the model and progresses outward through the levels. The space between each concentric circle represents an opportunity for the company to review the existing campaign and carry out marketing research before proceeding to the next level. Role: Developed model |
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Strategic Marketing Plan & Implementation Role: Concept, editorial, media management, graphic design, brand guideline and integrity management, liaison between numerous stakeholder groups. Objective: Developed the tone, look and feel for all marketing material to create consistency, gain attendance and support for the organization and its programs. Categories: Marketing architecture, Results: This established a new look and style for the organization and made the entire marketing package one cohesive unit. It significantly increased participation in all program offerings. It became the organization's main marketing strategy for several years and had 100% support from staff and board members.
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Glen Helen Promotional Video Role: Director. Objective: A ten minute video that can be divided into four independent segments for specific program promotions or used as a general introduction to the Glen Helen Ecology Institute. Categories: Promotional video, documentary. Results: The video helps reduce anxiety among prospective campers and raises awareness about the organization, its goals and programs. |
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Search Engine Marketing Site: www.artistrendering.com Role: Manage pay per click and search engine optimization campaign. Categories: Web analytics, internet awareness campaign. Results: Significantly increased number of leads and conversions for client. Reached all sales growth targets. |
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Impulse Buying: Behavior and Statistics Study Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing. Objective: Explore market research as it pertains to impulse buying. Includes a priori questionnaire, picture metaphor interviews (ZMET),consumer segmentation comparisons. Categories:Market research, copy writing, editing, publication design. Results: Implications and recommendations for retailers based on authoritative information. |
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Brand Expansion Case Study Role: Conducted market research as part of a four member team, also responsible for creative development and design, copy writing and proofing. Objective: To drive sales of a product that already has a large market share. Includes laddering interviews, market demographic surveys, an IMC strategy model, brand analysis, consumer analysis, CDP process analysis. Categories: Market research, copy writing, editing, brand expansion campaign, publication design. Results: Brand expansion strategic vision, brand expansion message design and development based on authoritative information. |
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Kealia Kai Real Estate Flyer Role: Worked with account executive to create a real estate marketing flyer using artist renderings, client supplied and stock images. Objective: A light, bright piece that communicates the property features clearly, with Hawaiian elegance.
Categories: Flyer design, typography.
Results: The flyer was circulated to quickly find a buyer in a down market. |
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Grasslands at Comanche Real Estate Brochure Role: Worked with account executive to create a real estate direct mail piece using artist renderings, provided copy and images. Objective: To make the proposed development more tangible, and to clearly communicate the wide, open feel of the equestrian community, its values and its facilities. Categories: Self-mailer, promotional brochure design. Results: Well received by client, beneficial to acquiring investors and property buyers. |
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Scientific Article Role: Illustrator, layout artist. Objective: To present scientific information in an aesthetically appealing manner while maintaining content integrity. Categories: Scientific illustrations, layout design, template design, educational materials. Results: An engaging and accurate scientific article. |
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Catalog Design Role: Worked with the client to gather the specific information needed to layout a clean, concise design. Objective: Create a catalog that highlights the benefits of essential oils and visually represents scents and textures of the products. Categories: Catalog layout, marcom writing, photography. Results: Increased sales in product line. |
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Flight School Identity System Role: Worked with the client to design and print the identity system. Objective: Implementing layout per request, graphics creation, and working with printers to review the proof and ensure accuracy of final print pieces. Categories: Logo design, identity system; business card, envelope and letterhead. Results: Simple, creative, direct presentation & limited color encouraged business & maintained credibility for company. |
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Home Improvement Identity System Role: Worked with the client to design and print the identity system. Objective: Implementing layout per request, graphics creation, and working with printers to review the proof and ensure accuracy of final print pieces. Categories: Logo design, identity system; business card, envelope, letterhead, tool decals. Results: An identity suite that communicates the company's core services in high-end remodeling, complete down to business cards that look like floor plans. |
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Military Contractor Identity System Role: Worked with the client to design and print the identity system. Objective: Incorporation of existing design, graphic creation. Categories: Logo design, identity system; business card, envelope, letterhead,website design. Results: The look and feel delivered a strong brand identity. |
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Serial Print Advertisement Campaign Role: This is a print ad campaign that was designed as an example for educational purposes. Objective: To promote Dark Blue jeans to a high school audience using a computer generated model. The ads are designed to be "catchy" and entertaining, using the peripheral route to persuasion. Categories: Print advertisement series, concept development, logo design. Results: Students were excited about the assignment and this series was well received with the target audience. |
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Military Contractor Logo Design Role: Logo designer. Objective: The company needed a logo that is easily recognizable, with a cutting-edge, high-tech feel that is versatile for application to many product lines and would translate to a strong web presence. Categories: Mock-ups for logo development, logo design process. Results: The client was extremely pleased with the process and final product that was presented in high resolution, low resolution, black and white, JPEG and native formats. |
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Various Logos Role: Graphic designer. Objective: A collection of logos that communicate each of the clients' unique brand identities. Categories: Logo design, concept development, branding. Results: Enhanced business themes and added to companies' brand equity. |
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Events Specialist Website Design Role: Designed an elegant and functional user interface as well as an effective system to showcase an extensive catalog. Objective: To showcase the company's catalog of over 100 props and celebration environments Categories: Site design, marcom writing. Results: Client was very pleased with the results. |
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Event Website Design Role: Web site design for educational purposes. Objective: Interactive promotional tool for a regional festival. Pages include an events schedule, information about boats, ticket purchasing, cruise registration, general information and sponsors. Categories: Site design. Results: The project received high praise. |
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Fashion Design Website Architecture Role:Worked closely with client to design their web site. Objective: Aesthetically appealing site that showcases the designer's work. Categories: Site design, flash design. Results: http://www.studiovasel.com |
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Theme Restaurant Website Design Role: Worked closely with client to design their web site. Objective: A fun web site that communicates the restaurant's 1950's atmosphere. Categories: Site design. Results: http://www.thefountainonmain.com |
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Package Design Role: Design and conceptualization. Objective: Package design for coffee products for an independence coffee shop. Categories: Package design, logo design. Results: The look and feel delivered a strong brand identity. |
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