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Brand Strategy

I craft frameworks and strategies across brand identity and messaging, development of target audience, and cross-platform content strategy. This work often also includes social media and digital marketing strategies.

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Endeavor

Digital and print magazine catered to and featuring university student entrepreneurs, with a focus on how they balance — or struggle to balance — school and work.

Endeavor is run under parent company Meeting in the Media, offering podcast and video interviews featuring media specialists and entrepreneurs. Parent company social media platforms are utilized to drive sales to the magazine with a “buy now” CTA across channels.

Multimedia package includes brand identity and messaging, videos, podcasts, journalistic editorial pieces, and free download with newsletter sign-up. I created Endeavor from concept to branding to strategy, including all content and the multimedia package itself.

 
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DIY & Hair Dye

I created a complete development package to turn DIY & Hair Dye, a defunct 14,000-member Myspace community forum, into its own company and social media network. Starting with customer personas, I created branding from concept through to marketing design with brand book covering: logo, brand colors, and naming convention chart.

I developed the website using WordPress cPanel and integrated a forum and user profiles with custom profile options per membership level. Special content is gated behind a “premium” membership with PayPal, which I tested and implemented.

I charted an extensive measurement plan for digital marketing strategy covering awareness, action, retention, referral and winback. Each step in the customer journey was mapped across both free and premium website users by channel: display, email, organic vs. paid social, organic search (SEO) and paid search (SEM); campaigns to be run with Google AdWords and tracked through Google Analytics.

 
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