From the Desk of…

Hello!

Below are a few examples of work across the following functional areas: Brand Strategy, Communications Planning, Digital Strategy, and Performance Tracking. Granted, there’s quite a bit of overlap across some of these areas - meaning a few examples could have been moved out of one category and placed in another - but hopefully, this will give you a sense of how I think and approach the work.

One caveat before you get started, several examples have been summarized in a case study format; whereas, others are in their original presentation format, complete with agency branding. I’ve noted the differences below in parenthesis.

You’ll find a very broad mix of recent work, as well as a few of my favorite things from the past. So grab a cup of coffee, pull up a chair, and enjoy your time. All that’s left to do is click the links below.

If there’s an area that I haven’t included, but you’re interested in learning more about, please let me know.

BRAND STRATEGY

• The Schlage Brand Compass (actual Brand Compass)

• The Petco Foundation Campaign (case study with abbreviated Brand Strategy; full Strategy deck available upon request)

• Connect2Capital Brand Strategy (actual Brand Strategy)

• Connect2Capital Messaging Strategy (for the Creative team) (actual Messaging Strategy)

• FUNA Foods Brand Strategy (actual Brand Strategy)

• Panacea Financial Brand Strategy (actual Brand Strategy)

• Ardeo Brand Strategy (actual Brand Strategy)

Additional Brand Strategy examples available upon request.

COMMUNICATIONS PLANNING

• Poo~Pourri Target Audience Assessment (summary)

• Schlage Brand Campaign (case study with abbreviated brand strategy; full strategy deck available upon request)

• Susan G Komen Brand Relaunch (case study with abbreviated brand strategy; full strategy deck available upon request)

• The Komen 3-Day Relaunch (case study with abbreviated brand strategy; full strategy deck available upon request)

• Bimbo Bread Day In The Life (actual Day In The Life consumer map; part of the connections planning presentation below)

• Bimbo Bread Connections Planning (actual communications plan; minus the final flowcharts)

• White Cloud Brand Relaunch (actual communications plan)

• Kryptonite Bike Lock Connections Planning (actual connections planning presentation)

Additional Communications & Connections Planning examples available upon request.

DIGITAL STRATEGY

• Biller Genie Digital Media Strategy (actual media strategy presentation)

• Vitucci Financial Services Acquisition Plan (actual acquisition plan)

• The Petco Foundation Overall Digital Strategy (initial visioning presentation; does not include detailed CX/UX or content strategy recommendations)

• The Nasher Sculpture Center Digital Strategy (actual digital strategy presentation; website-focused)

• Younity Wellness Social Media Promotional Campaign (actual social media campaign)

• Hershey’s MilkShakes Communications Overview (actual communications overview presentation)

Note: Examples of digital strategy are also included in some of the communications plans listed above. I tried to find examples of email marketing strategy recommendations and campaigns that I’ve worked on but didn’t have access to any of them on this computer. If I manage to find something, I’ll add it to this page. Additional examples available upon request.

PERFORMANCE TRACKING

• Schlage Campaign Brand Tracker and Performance Recap (actual performance recap)

• The Komen 3-Day Performance Recap (actual performance recap)

• Poo~Pourri e-Comm Sales Audit (actual sales audit)

Additional examples available upon request. 

In our initial call, you asked about websites. Below are a few more details and examples for reference. Suffice it to say, that I have 20 years of experience working with websites, and all of the things that come along with them. Really, the only thing I can’t do when it comes to website development is write actual code.

WEBSITES THAT I’VE PERSONALLY BUILT

• My personal sites, of course (all Squarespace)

  • Michelle L Cheney

  • Hello Jolly Roger

  • Southern Cross Equestrian

• FUNA Foods (Squarespace)

• LARC Test (Squarespace)

• As The World Works (Squarespace)

Includes copy, design/artwork, and drag-and-drop build-out.

WEBSITE PROJECTS THAT I’VE MANAGED

Please note: many of the websites have changed since I managed them and, therefore, do not necessarily reflect the original design but I’ve included them nonetheless so you can get a sense of scale. I’ve managed small/simple websites, large/complex websites, and everything in between. Comments have been included below to provide additional context.

• The Petco Foundation (Website has been updated but still reflects the spirit of the original strategy/website redesign)

• Susan G Koman (Website look, tone, and feel has changed significantly from the original strategic recommendation, but you can see the scale of the project)

• The Komen 3-Day (Ditto comment above re: Susan G Komen website)

• Biller Genie (Some of the design elements have been removed such as hero/aspirational images in favor of sterile CTAs and logos, but the overall structure of the website is the same; includes Hubspot integrations)

• Poo~Pourri (This website is constantly being updated, but many of the features that I added as part of A/B testing and conversion marketing exercises are still in tact)

• …among others that are too old to list at this point

Additionally, I have three Wordpress website projects currently in the works that are set to launch end of this year.