Marketing Strategy

branding systems

Brand is one of my specialties. My process starts by getting to know what my client’s aspirations are, their vision for their presentation to the public, and how they’re going to use the final product, be it a logo, a website, printed materials or their social media presence.

I have done brand systems and collateral material for hundreds of clients. The examples below are just a sample but more are available upon request.

arrive therapy conversion campaigns

I built a new website for Arrive that brought in 23% more conversions year-over-year. In that process, I analyzed performance data patterns, tested and SEO-optimized for 3 audience segments using Google Analytics, set up a benchmarking process and tracked social media metrics. 

In addition, I redesigned an existing weekly email newsletter with 1608 subscribers and 43.6% open rate to drive a campaign to increase conversions: I established 3 content pillars and built a content library and guidelines around each. All email content is linked to the blog and featured areas on the website. That same content is reformatted to be posted on social media.

These tactics will increase SEO and traffic and ultimately, conversions, while establishing Arrive Therapy as a thought leader in the space. 

ux department dashboards

I completed 4 custom dashboards for the Creative department that would help us measure the performance of our work on Health Union’s sites and on socials. I also tracked performance of specific images.

• Onsite Performance Analysis
• Facebook Performance Analysis
• Image Performance Analysis
• Custom Version of Searchable Content

multi channel campaigns

At Health Union, I was responsible for concepting and executing campaigns for virtual events, awareness months, and promoting surveys and mini sites. These assets spanned media and included:

• Email headers, ads and widgets
• Facebook posts and paid ads
• Instagram images and carousels
• In house, onsite ads
• Article enhancement assets like quotes, data visualizations, and spot illustrations.

ux dept data help desk

It is my goal to answer engagement questions using data. To that end, at Health Union I used Looker and custom dashboards to optimize our image database, solve what links were being clicked in emails, and track the performance of our menus, among other things.

SEO IMAGE PROMOTION PROJECT (SIPP)

The Production Department took it upon themselves to fill in gaps in our imagery, and wanted to track the performance of the enhanced posts. I created 2 dashboards: One to find posts that could be optimized, and one to track the performance of said posts 3 months before and 3 months after the optimization

• SIPP Post finder
• SIPP Results