Our company had the opportunity to sponsor a new version of a comprehensive guide all about moving to the Office 365 platform, an excellent tie-in with our software portfolio. From start to finish, I participated in the negotiations for the sponsorship, planned and oversaw the logistics for an e-book launch party, the internal communications to our sales team about the new deliverable, a global press release translated into 5 languages, and the associated social media posts that accompanied the release of the e-book.
A recent version of PR News’ Guidebook series focused on all aspects of content marketing. I authored an article in the guidebook chapter called “Live Events, Webinars and Video” to highlight a creative content strategy used at an event for my technology solutions company.
Click on the PR News Guidebook link in the right-hand navigation to view the full article.
DecisionOne Corporation had not had a major revision to its company website in more than seven years. I was the lead on this transformation project, including: meeting with key business stakeholders; architecting the site structure; drafting new content, revising outdated content, and incorporating new messaging; adding functionality and other interactive elements; implementing a governance process; and managing both an internal and external launch of the new site.
Within the first month after launch, we realized dramatically increased website traffic, a throughput of communication from existing clients, multiple downloads of marketing materials, and better awareness of our services — from clients, prospects and our employees. The project lasted almost eight months, resulting in a dynamic, content-rich, engaging site that highlights the company’s core competencies and allows for additional build-out and interactivity as it matures.
Physiotherapy Associates had 80 brands under its corporate umbrella, from Physio clinics to those with locally-known names. My team produced the foundation for all brand elements, including messaging, creative and other communication formats for print, electronic, broadcast and other types of media. Two creative projects I directed that garnered a lot of attention and patient bookings were a car wrap and a radio ad.
Broadcast media: For Blue Hen Physical Therapy in Delaware, I oversaw the work of an outside vendor to create a car wrap including creative, content and a call to action. The local field sales rep reported increased patient visits from the car wrap initiative, which tied in squarely with business objectives for the year.
Out of Home media: A handful of Keystone Rehabilitation Systems clinics in Western PA pooled their resources to advertise on local radio. I oversaw the media buy and content (voice talent was provided by the radio entity). The participating clinics realized additional patient visits from this program, which included drive time spots as well as spots during local sporting events. Take a listen: http://youtu.be/DULVqaImPNk
For DecisionOne, I created the initial social media properties for the company, incorporating a new brand and its associated elements, setting the style and tone for content, applying analytics and producing content on a regular basis. From a blank slate, we generated a modest amount of activity across all properties, garnering fans, followers, channel subscribers, and other engaged visitors.
CareerBuilder approached my firm with an opportunity to participate in a cover wrap article for business executives. I directed the photo shoot for our CEO, set up and managed the live interview, edited the written and electronic content components, and communicated the final product internally to our Associates. The final product is a 4-panel cover wrap that will reach 500 C-level executive clients of CareerBuilder.
With more than 3,100 employees distributed across 34 states and working in 650 facilities, I developed a corporate monthly newsletter to communicate new marketing initiatives to the field. Named “The Clinic Leader” to target our clinician audience, each monthly newsletter contained marketing “toolbox” items, success stories, ideas for clinicians to meet their monthly business metrics and other marketing-related education. The monthly newsletter was supplemented by “Special Edition” issues when product launches occurred, gaining additional opportunities for our clinicians to market services and programs to physician referral sources and to current, past and potential patients.
I was hired by a custom-made furniture company to create publicity around their first trade show. In addition to creating the firm’s first media kit and a media outreach list, I wrote the press release announcing their participation in the NYC-based event, plus produced several pitch story ideas. FLOAT received coverage in several trade publications from the initial releases, including the New York Times, Philadelphia Inquirer, and Philadelphia magazine. The owners were also contacted by several interested buyers following the show.
I worked with SunGard Availability Services (a $1B company) to manage this campaign to IT managers and above. I created the concept of having the prospect audience tell us their daily “horror stories” of IT. I worked with SunGard’s media buying agency and ad agency to produce and execute this campaign and another set of creative with a related message to approximately 20,000 prospects. This resulted in leads for 14 deals projected at $8MM.
Phoenix Management Services, a business consulting firm, had a variety of corporate identity pieces — but none were cohesive. I worked with outside vendors to overhaul the firm’s overall identity, including the Web site, a leave-behind folder, business cards, branding guidelines, and other outward-facing communication pieces. The sample shown is a tri-fold brochure that showcases the new palette and messaging for one of the firm’s divisions, for which I wrote all the copy and oversaw the outside design and production. Following our work together on these projects, my design vendor won a Marketer of the Year award from the Philadelphia chapter of the American Marketing Association.