Responsibilities:
Brand strategy
Creative + copy direction
Writing
Creative assets:
Video (brand + product)
Content marketing/blogs
Social
Email
Print
The story: Since 2017, I have worked with key client stakeholders to refresh and amplify the HON brand, raise awareness among B2B, dealer, and end user audiences, and create content for multiple product launches.
Through the development of hundreds of multimedia assets, we’ve helped unite the marketing under one umbrella campaign for a more cohesive, on-brand, and memorable message.
How we did it: To help the brand stand out and re-energize its sales force, we workshopped new brand territories following an intensive customer journey study, then launched several new product campaigns—shared via the company’s site, social channels, trade ads, and event marketing—that reiterated what the brand truly stands for: bringing fun to the workspace.
The results: Grounded in solid strategy, our creative campaigns have energized the sales and marketing teams. Now, with the focus on hybrid work and work from home, HON is entering a new era of end-user marketing—and my team has been there with fresh ideas, new insights, and disruptive creative.
Responsibilities:
Discovery + insights
Creative strategy
Writing
Creative assets:
Social
The story: Thanks to our long partnership with HON, the marketing team asked us to create a Diversity & Inclusion campaign for the company’s social media.
How we did it: We researched many, many companies—competitors and otherwise—to see how businesses were covering D, E & I in the social space. We found the good, the bad, and the ugly! Based on what we discovered, we recommended a thoughtful, genuine approach that felt unique to the HON brand and its workforce, as well as leadership’s goals for the initiative.
The results: The “Open Spaces” campaign has been a consistent presence across HON social media for key dates, like Hispanic Heritage Month and National Employee Disability Awareness Month. Plus, our plan for 12 months of content has been adopted with ease by the client’s social team.
Responsibilities:
Brand strategy
Creative + copy direction
Writing
Creative assets:
Brand Mission, Vision + Values
Video (brand + product)
Content marketing/blogs
Digital
Social
Email
Print
The story: I have worked with client partners at Club Car since 2016 on numerous brand and product initiatives, including the launch of a new personal transportation vehicle (PTV), two Golf campaign refreshes, and a new marketing and creative strategy for the company’s commercial utility division.
How we did it: For all projects, we undertook significant research to understand each B2B audience, as well as internal stakeholders’ perspectives.
For golf, we knew we needed to change the look and feel of Club Car dramatically to better match the brand’s goals—as well as the expectations of today’s course managers and guests. In commercial, we had to bring differentiated messaging and creative to highly segmented audiences. So we audited the competition, surveyed constituents, wrote key messaging, and activated new marketing—anchored by anthemic videos—to share what makes Club Car a solid partner across many verticals.
The results: While sales are strong (especially in golf, which benefited from the pandemic), it’s equally important to give the sales team something exciting to rally behind. They’ve been eager to use our materials and support us as we develop creative for a newly independent Club Car—and the longstanding partnership I’ve enjoyed with my client counterparts speaks for itself.
Client: Harmon Face Values
Role: Copy direction
The Task: Deliver an in-store Holiday beauty book with compelling content based on consumer insights—and unlike any other the client had ever produced.
The Solution: Because the client was unhappy with previous versions of this catalog, we knew we had to overdeliver. By undertaking research to help us craft a theme that would genuinely resonate with their young, diverse customers and exploring creative looks from many genres, we created a book (and associated social graphics) that felt truly unique, yet still completely shop-able.
The Results: The client and its customers alike were thrilled with the colorful creative, and with careful planning, we were able to capture tons of extra social content from a single strategic photo shoot.
Client:
Polaris Industries
Responsibilities:
Copy direction + writing
The story: After a long, painful series of setbacks, the new Scout was finally available for purchase. We were tasked with driving sales among intenders.
How we did it: Our team created a tri-fold mailer with iconic images of the new Scout supported by the message that the best things are worth the wait.
Version 2.0: The client asked for a second version of the mailer for existing Indian Roadmaster owners. The intent: turn them into Scout owners with "peer influence."
The solution: I revised the messaging on the second mailer to convince Roadmaster owners that having the Scout as a second bike isn't just fun, it's essential.
Client: Harley-Davidson
Role: Copy direction + writing
The Task: Introduce Project RUSHMORE, a suite of sweeping enhancements made to Harley-Davidson's 2014 model year touring lineup, through a premium, sophisticated, and interactive experience.
The Solution: We developed a sleek, modern booklet, enhanced with an augmented reality app and delivered inside a die-cut black envelope to excite customers about the changes to the touring models. The copy was bold yet informative, demonstrating Harley's indomitable status among American motorcycle makers.
The Results: The keepsake piece was one of the most dynamic in the client's history.
Client: Polaris Industries
Role: Copy direction + writing
The Task: Energize lapsed Scout intenders with a free poster and a promise to overdeliver after a series of production delays.
The Solution: For the keepsake poster, we married a jaw-dropping image with a powerful line reminding "lost customers" of the Scout's unique place in American history, thereby reigniting their desire to purchase.
