"YOU HAVE TO GET LOST BEFORE YOU CAN BE FOUND."
creative + strategy
CREATIVE + STRATEGY
Bright Health was expanding its offering of affordable health insurance for Medicare recipients as well as individuals & families to several new markets. Up against a tough competitive landscape, I was brought in to work alongside their agency to develop differentiating and breakthrough creative for the open enrollment period, as well as to help drive the launch of the NY market. Utilizing puppets, we developed a unique campaign—including TV, radio, digital, social, outdoor and direct mail—that brought light and levity to a dark, confusing topic. The commercials can be seen here, here and here (take a look, they're fun!).
COMPANY + BRAND RELAUNCH
A prominent cancer treatment center in San Diego, California Protons was reorganizing and needed to rename, rebrand and relaunch their business within an extremely tight timeframe. The management team hired me to oversee all marketing aspects of the relaunch. Working closely with (and juggling the needs of) the physicians, lenders, management company and agency that I brought on board, I renamed the Center and delivered a brand platform, logo, messaging, website, collateral and social media platform that helped to differentiate them from the 24 other proton centers across the U.S. You can view the TV commercials here and here.
CareCentrix brought me in to relaunch their brand. Through a series of one-on-one interviews and an off-site with their leadership, I revamped the company's mission, vision and values. Using this as baseline, I then developed the rebranding strategy, prioritizing those items that would make the most impact. The end result: a new logo, tagline, colors, website, messaging, sales materials and internal communications that makes them stand out from the crowd and clearly communicates their value proposition.
HealthPlanOne, a leader in Medicare brokerage services, hired me to help launch their B2B pharmacy program called KeepRx, a patient retention program for pharmacies with customers aging into Medicare. This project involved agency management, website user experience, design and development, account management, acquisition marketing, and reporting, along with close coordination with the call center. Efforts led to over 30k Medicare sales in one year.
Lacking a marketing resource internally, Procure needed someone to develop and launch their new marketing assets. I worked closely with two agencies to create their new website, update their paid search campaign, launch new landing pages, get their information seminars off the ground, revamp their advertising, garner some positive press and establish effective reporting for management.
STRATEGY + ACQUISITION MARKETING
Health Net was a local health plan fighting for market share against the big national insurers. My team and I developed MyTown, a multi-channel, local branding strategy targeted at decision makers and brokers, that positioned Health Net as the local health plan with the local expertise. The campaign included extremely local print, direct mail and sponsorships, and generated 100 new prospect group leads.
BRAND KEY + TAGLINE
Rosco wanted to complement their updated logo with a tagline. I led a senior leadership session in which I walked the team through the building blocks of a brand key. Identifying the golden nuggets from the meeting, and balancing them with the company's vision and values, I developed a unique tagline that differentiates them from the crowded industry, works across a highly diverse product range and plays well internationally.
CITATIONAIR by CESSNA
Formerly known as CitationShares, CitationAir had no marketing team when they brought me in. Antiquated and outdated, both the brand and the company needed a complete re-haul. I orchestrated a company-wide relaunch, with a new name, logo, website, messaging and high-end sales materials. My work helped to increase website traffic by 77% and lead conversion by 20% and garnered five industry awards.
British Airways—The World's Favourite Airline—relies on a robust frequent flyer loyalty program called the Executive Club to drive revenue. I ran the North American Executive Club, developing complex segmentation of new members and share of wallet programs that drove $800M in revenue, as well as unique retention programs such as a
VIP Concierge Program for its
most valuable members.
SUNSHINE SOLAR TECHNOLOGIES
WEBSITE + ECOMMS + SOCIAL MEDIA
Sunshine Solar was in the process of upgrading their website and needed some help getting it over the finish line. I recommended changes to help drive more leads, ensured their SEO was properly implemented and then created a communications strategy, along with the resulting communications, with open rates up to 42%. Finally, I updated their social media presence and developed a calendar of communications that enables them to stay top of mind throughout the busy pool season.
SEED EXECUTIVE EDUCATION
WEBSITE CONTENT + LEAD GENERATION
Based in Hungary, the School for Executive Education and Development was looking to drive more interest at the corporate level. I created an email to send to their target audience, but in doing so noticed their website content was in need of an overhaul, so I also rewrote the content across their website. We communicated via Skype, and the project was seamless.