Campaigns
The right campaign strategy can strongly impact organizational objectives and results, whether you are marketing a B2B healthcare solution to physicians, evangelizing enterprise cybersecurity, promoting B2C software, or generating internal excitement about a company rebrand. Here are some examples of my work on integrated, multi-touch campaigns.
Cybersecurity (B2B Enterprise SaaS)
2023 ChatGPT Campaign
The popularity of ChatGPT presented a perfect “newsjacking” opportunity to capitalize on a trending topic tied to scraper bots—a prevalent pain point among media and e-commerce enterprises seeking bot protection.
Blog Articles
Media Bylines
With help from our communications team, the CEO began building the narrative around scraping as a gateway threat with his Forbes byline published in May. He then contributed an article to information age in June about the risks of generative AI (such as ChatGPT).
Jumping ahead to August, I worked with our Head of Research to quickly write a blog post for Hacker News with a 48-hour turnaround. We fast-tracked approvals and had the article finalized within two days.
The ROI on this one was almost immediate!Â
The article got 125 shares on Facebook and Twitter within the first few hours of publication! (LinkedIn has a closed API, so we couldn't track shares with our tracking system.)
It quickly got picked up by Cyber Security News, one of our target media outlets with significant reach to our ICP.
Webinar
Online publishers and media outlets were our primary audience, and the webinar was our main event! Our communications team managed to secure a tech journalist from SC Media as our featured guest, and we brought in our CEO and Head of Research to create a virtual roundtable format.
The webinar was a huge hit, generating more registrations than all other 2023 webinars combined! The graph below shows the uptick in registrants for the ChatGPT webinar vs. previous webinars. (Keep in mind, webinars are a fairly new channel for this brand.)Â
After subtracting customers and employees, the webinar drove 127 enterprise leads. (Keep scrolling to see some "big fish" we reeled in!)
Social Media
All ChatGPT content was promoted on social media (LinkedIn and Twitter) and amplified further with heavy participation and sharing from employees. We also designed content specifically for social, including the carousel/slideshow graphics pictured below.
LinkedIn Carousel
Impressions: 514
Engagement Rate: 37.15%
Campaign Results
All in all, the campaign was a major success, driving our key metrics that mattered and breaking through the noise in the marketplace—one of our marketing department's key organizational objectives. Best of all, we brought in several strong leads from enterprises within our ideal customer profile (ICP). Just look at those logos!
Healthcare (B2B SaaS)
2020 Nurse Mobility Campaign, PerfectServe
Landing Page
Click the "Pop-out" icon to open a zoomable PDF view.
2. Website-PerfectServe-Nurse Communication.pngBlog Posts
Click the images below to open a zoomable PDF view.
Blog Post-PerfectServe-4 Smartphones for Nurses' Device Mobility.pngBlog Post-PerfectServe-10-Point Checklist: Deploying Shared Devices.pngBlog Post-PerfectServe-Fighting Alarm Fatigue for Nurses in 5 Steps.pngBlog Post-PerfectServe-How Virtual Waiting Rooms Protect Patients,.pngCase Studies
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Case Study-PerfectServe-Advocate Aurora-Patient Transfer Center.pdfCase Study-PerfectServe-MemorialCare Orange Coast.pdfCase Study-PerfectServe-Bon Secours Mercy Health-Opioid Crisis.pdfCase Study-PerfectServe-UTMC-EMR-Embedded-Messaging.pdfB2B2C Branding (Internal Rebrand Rollout)
2019 Brand Ambassador Campaign, Lirio
Brand Ambassador Guide Infographic
1. Infographic-Lirio-Brand Ambassador Guide.pdfMessaging Guidelines
3. Copy Style Guide-Lirio-Messaging Guide 2019.pdfInternal Landing Page to Gamify Brand Representation for Employees
Click the "Pop-out" icon to open a zoomable PDF view.
2. Website-Lirio-Brand Ambassador Guide-Employee Leaderboard Page.pngFinance (B2C)
2016 TN Flex Loan Campaign, Check Into Cash
Video Commercial
1. Video Commercial-Check Into Cash-Tennessee Flex Loan.mp4Summer Postcard
2. Postcard-Check Into Cash-Sun's Out Postcard.jpgFall Postcard
3. Postcard-Check Into Cash-Back to School.jpgB2C SaaS (Video Collaboration Platform)
2021 Birthday Video Gift Campaign, Tribute
Click the images below to open a zoomable PDF view.
Birthday Video Landing Page
Web-LP-Tribute-Birthday.pngEmail 1
Email-Tribute-Birthday-1.pngEmail 2
Email-Tribute-Birthday-2.pngEmail 3
Email-Tribute-Birthday-3.pngBlog Posts
