Positioning, Messaging, And Identity
The Lawrence Hall of Science - Core Brand
Articulated a distinct market position for the Lawrence Hall of Science and led the creation of a new brand identity and website. The new identity enabled clear and consistent use across the organization resulting in a stronger, more unified brand. The new website saw page visits increase from 2.61 to 3.33, bounce rates drop from 60% to 45%, and time on site grow from 1.57 to 2.27 minutes.
GLOBAL ADVERTISING FOR A MARKET LEADER
Microsoft - Windows Embedded Campaign
Led the development, testing and rollout of a global awareness campaign across North America, China, Russia, Korea, and Brazil for Microsoft Windows Embedded OS. Met with embedded developers through focus groups in China and Russia to understand the challenges they face and the culture they operate in
POSITIONING A MID-TIER SMB PRODUCT FOR THE ENTERPRISE
NetApp - Branded Response Campaign
Shifted perception of NetApp as a mid-market player in the data storage space to that off a company with solutions for the Enterprise. Created an Enterprise-level brand based on market research coupled with NetApp’s internalvision. Consistently grew NetApp’s sales with their existing install base through targeted direct marketing campaigns. Developed online campaigns which consistently performed above industry standards in both CTR and conversion percentage rates
Increasing Revenue though Audience alignment
The Lawrence Hall of Science - Young Adult marketing
Created a campaign to grow the young adult audience and engage them in Hall activities. More than doubled revenue per science center visit by unifying all family audience programs into one seasonal campaign. and achieved cost savings,increased effectiveness and improved cross-selling.
DEVELOPING A NEW AUDIENCE FOR AN ESTABLISHED CONSUMER PRODUCT LINE
Logitech - WebCam Campaign
Managed the creation of an online advertising campaign and short-form original video contest on YouTube, along with a custom YouTube site area. Received 1000 hits an hour to the site for the first few days after launch and video submissions that far exceeded performance benchmarks.
Driving profitable growth in a key revenue channel
The Lawrence Hall of Science - Retail and Online Store
Increased the capture rate of the store by improving visibility and featuring products that tie directly to Hall offerings. This enabled visitors to extend their visit beyond the science center and share it with their family and friends, thereby creating a higher value experience for them while at the same time making the store more profitable.