Integrated Marketing

I moved into marketing and communications just as email marketing and social media were taking off. I had design and web experience already under my belt, as well as my editorial experience. As a one-person team for much of my early marketing career, I learned about and incorporated each new marketing channel as it arose. I grew as a marketer and fully utilized my ability as a writer to develop content that mattered or moved people. At this stage in my career, I am expert at developing strategies and budgets, data analysis, and implementation of multi-channel campaigns. Below are a few highlights from my portfolio, but if you want something portable, you can download it here.

Virtual Camp Wannaklot Campaign

In 2020, the COVID-19 pandemic forced Hemophilia of Georgia and its partner Camp Twin Lakes to switch from the planned in-person camp to virtual camp. Details had not been finalized just a month and a half before camp was to begin.

I worked with the Programs Department to develop a plan to communicate with campers (and their parents) leading up to and during camp. This was the first virtual event our camp team had ever performed, so we had to develop communications about what virtual camp was, how it would work, and how to register. We also wanted to ensure participation throughout the week.

As a one-person marketing team, I wrote designed and implemented the campaign.

Right Side of Healthcare Tour Campaign

Ingenious Med, a healthcare Saas company, wanted to come down from the cloud and mix and mingle with its clients. In the spring of 2016, our four-person marketing team launched a multi-channel marketing campaign to announce the Right Side of Healthcare Tour. The tour took place in a branded Mercedes-Benz van that traveled around the country to explain the benefits of our products to prospects, as well as hold training and consulting meetings with existing clients.

While it was a team effort, my role was to bring together the marketing staff to brainstorm and then develop a formal plan. I wrote up the plan and presented it to the executive team. I was also responsible for writing all copy for the campaign.

The campaign included press releases, emails, thought leadership, social media, website marketing and more. Additionally, we created an internal campaign to educate staff on how to use the van, the purpose of the tour, and key facts and figures to mention during meetings and at trade shows.

JLL Southeast Research Campaign

JLL, a global commercial real estate firm, had an award-winning research team, but prior to this campaign, there had been no formal marketing of this valuable resource. I worked with the head of the US Southeast research team to outline a schedule for all reports for the coming year. We then identified key reports to highlight.

From there, I developed a marketing plan that focused on digital advertising, press releases with media events, direct email campaigns from JLL brokers, social media, and web updates.

In addition to the external efforts, I also developed an internal communications plan to inform staff when reports were available and being promoted. The marketing team also held staff trainings to teach them how to use social media to promote our year-long campaign.