Featured Projects
Difficult Airway Program
Bringing medical devices into the 21st century
When Seconds Matter, what's your plan? is a multi-faceted digital program designed to solve several issues that currently face this mature product category (click below to view). This program was designed with 5 primary goals in mind; 1) Test a very diverse group of clinicians in hospital & pre-hospital settings for what media they respond to. This has been achieved by setting up unique URL's for each marketing vehicle used and studying analytics to learn how to segment to their interests, 2) Create communities around these different groups and communicate to their unique needs, 3) Develop 2 lead generation forms "Contact your Rep", "Request a Product Demo" which sends an email in seconds directly to sales rep using a zip code match database. This has already generated sales for this category and other connected product groups, 4) Take learnings from this US test and introduce the concept to as many as 4 additional global regions, to discover what marketing tactics each region uniquely responds to, and 5) Support new product launches using this growing platform to expand our presence, plus use current activities to build digital marketing best practices for when new products are launched, to have the best possible infrastructure in place.
Additional features include:
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Complete Print & Digital Advertising
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Full Social Media campaign
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Optimized Parallax satellite site for SEO, including for mobile
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Full sales engagement program
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Sales leads generated using forms at the site
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Each media type given unique URL to track analytics
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Completed for US, have begun global planning starting in EMEA, Australia & India
Satellite Site
Advertising &
Social Campaign
Sales Launch Support Materials
Click to view
Skills Leveraged
Innovation & Ideation | Strategy Development | Project Management | Digital & Social Program Leadership
Market Research | Analytics Planning
NuVo Technologies
The reshaping of a brand
Nuvo is a whole home audio systems company that targets hi-end custom electronics installers. Upon arriving at Nuvo, my challenge was to significantly improve our visibility in the market in which we had virtually zero presence. I identified 3 initial tactics for elevating the Nuvo brand, these included; 1) Full redesign of the Nuvo identity to clean, modern look that better enabled presence in advertising and at our new website. This also better positioned us to target the consumer, which we hadn’t been done before, 2) With this new brand, defined a new advertising campaigns aimed at both the dealer and consumer audiences. This along with other promotional and PR activities took the Nuvo brand from virtually non-existent to 3rd in Consumer Electronics Assoc. (now CTA) brand study, and 3) With the success of the advertising efforts, we needed to connect all of these pieces together. Initiated a Pay-per-click program with a call-to-action of “Find your local dealer” which led the consumer to a dealer locator database at our redesigned website. This was a highly successful effort that increased traffic to the dealer locator page by 65.9% in less than a year and received very positive feedback from the dealers noting regular consumer leads coming from our site.
New Adv. Campaign
Consumer Mailer
Control pad instructions as mailer insert
Original brand indentity
Nuvo Promo Video
Skills Leveraged
Strategy Development | Brand & Identity Development | Project Management | Digital Marketing
Vendor Management
BreatheAudio
The making of a whole new business
Another very important project that I was faced with upon arrival at Nuvo was to build a completely new brand identity aimed at big box retailers. Best Buy partnered with Nuvo to create a line of products that they would use in their Geek Squad vans as an
Led design of BreatheAudio logo
additional sale along with their home theater installments. There were countless activities and deliverables with this project, just some of which included; conducting focus groups, creating brand ID and logo, creating brand look & feel, designing packaging, developing consumer website, creating advertising, promotional campaign and POP display. The majority of these had a very tight deadline of 9 weeks to make a review meeting by Best Buy senior leadership. The program was fully approved and was very successful, such that they decided to place the line in several of their retail stores as well.
BreatheAudio system with a marketing touch
BreatheAudio website
Skills Leveraged
Brand ID Development | Innovation & Ideation | Market Research | Packaging Development
Vendor Management | Full Line Product Launch
NuVo Technologies
Launching Products and their Image
A central part of the electronics industry is very rapid development of new products. I was involved in 12 different product launches of every part of Nuvo’s product portfolio. In addition to planning and executing all of the promotional activities connected to these launches, I worked with engineering on important feature development, including; creating brand names, consulting on product look & feel and defining and creating
browser and control pad interfaces. This was an important stride forward for Nuvo to elevate its brand, by providing high-end interfaces to go head-to-head against the elite installed electronics companies, like Crestron and AMX. But we were able to position ourselves at a much more affordable price. This opened up the industry segment to more middle market homes, a huge new frontier and Nuvo paved the way to this breakthrough!
Another important program that I initiated as a key part of our product launches, was an active awards submission effort. This aligned perfectly with our new more elevated brand scheme by bringing excellent visibility to these new products, showcasing their rich features at affordable prices. It also fueled our PR campaigns around these launches, being able to tout “award-winning products”. This new approach to our products was key to the rapid growth of the company.
Product Rollout Campaign
App interfaces
Industry Awards
Skills Leveraged
Digital Product Interface Development | Product Launch Planning | Campaign Management
Public Relations Management | Awards Program Development
Yipi! eCommerce Site
Building "green" eCommerce from the ground up
The brain trust and passion of the owner of Tellus Web, an eCommerce site developer, the Yipi! website was a unique, new approach to reaching the burgeoning “green” industry. Its purpose was to become a full-service resource to support the lifestyle and community of green interested consumers. There were 4 main areas of the site; Products Center, Affiliate program, Advertising, and Contributors.
My role in creating the products center was to work with a variety of green/health & wellness vendors from small boutique size companies (with as few as 3 or 4 products) to specialty distributors of a variety of companies in this category. Formed relationships with each and built the business from 0 to nearly 8000 products for sale at the site. For the affiliate program, I secured a database of 93,000 small green/health & wellness businesses around the US to make
them searchable at the site. Then we sent a mailing to these businesses to offer the opportunity to become an affiliate program member, which provided several benefits including special endorsement at the Yipi! site. We also created a membership packet that provided materials for them to promote the Yipi! site in their storefront, plus they could choose to advertise on the site which was another income generator for us. Both the affiliates and product companies could choose to advertise at designated areas of the Yipi! site I also led the effort to secure contributors, recognized experts in the green/health & wellness industry, to write blog posts and endorse us at their own sites.
Another important part of the project was going on video junkets all around the US to capture testimonials from some of the "Yipi! Nation" members. See examples below.
Click to view**
Yipi! moments video example
Yipi! member showcase example
Full Yipi! story
Skills Leveraged
Project Management | Digital Marketing | Strategic Planning | Business Development