National Presentations: Cloud Computing, Windows 10, Connected Collaboration
As writer/strategist working with a creative agency, the project goal was to create three national presentations that integrated a unique, engaging storytelling framework for highly complex subject matter. Presentations were well received by top-level executives and presented at the company’s national meeting.
Positioning & Tagline Development for Netflix Original Series for Kids
Developed positioning and wrote a suite of creative taglines to help launch “Popples,” a new Netflix original series for kids that debuted in late 2015. Saban Brands Entertainment Group produces the “Popples” series with ZAG Entertainment exclusively for Netflix.
Global E-commerce & Editorial Content: Mattel Shop, Amazon, YouTube & Others
Ongoing work includes creating and overseeing editorial content for Mattel e-commerce sales including product copy, SEO positioning and video content for entire product lines. Brands include WWE, Barbie Specialty, Dinotrux, VS Rip-Spin Warriors and others.
Strategy, Messaging, Focus Groups, Press & Online Launch
Established immediate brand awareness among consumers for the Los Angeles Times with the launch of its online and print companion product, TheEnvelope.com. Project included brand positioning, agency selection and focus groups, defining demographic profiles and developing marketing communications, press positioning and strategy.
Strategy, Messaging, Licensing Design & Global Brand Style Guides
Developed comprehensive global brand style guides and online approval system for licensee consumer products and retail programs. Brands included Tony the Tiger, Toucan Sam, Snap! Crackle! Pop! and Dig 'Em. Generated multiple licensing contracts for client based on the strength of the creative program.
Corporate Positioning, Identity, Website & Collateral
Nascar-owned marketing and licensing company with Fortune 500 clients including Dodge, Yamaha, Swatch, Vespa, Goodyear and others. Created corporate positioning, messaging, tagline and logo. Created all content and design for corporate website and collateral that established a fresh, new presence and messaging for the company.
Licensing Style Guide & Collateral Development
Collaborated with Senior Creative Director, developing licensing programs for the Harry Potter franchise, including thematic organization, positioning, messaging and written content for style guides and collateral. Also created programs for the Clint Eastwood legacy program and Happy Feet entertainment initiatives.
Corporate and Brand Positioning, Collateral, Press Kit & Advertising
Created corporate and brand positioning for the first business unit brochure for international sales. Included introduction from the president and creative, informative content on new and returning shows. Also created written content for animation brochure, website, advertising, press kit and more.
Messaging, Identity & Internal Digital Communications
Collaborated with the Vice President of Marketing for high net worth clients to create a series of internal digital communications with new logo, messaging and graphics to deliver information in a compelling and entertaining format. Program was well-received by client.
Marketing Plan, Corporate Positioning, Identity, Website, Collateral & Trade Show
Software company with online scheduling product for service businesses (SBC and Clearstone Partners). Simplified messaging to communicate more effectively with service businesses, co-wrote marketing plan and rebranded the company. Presented marketing plan to the board of directors and contributed to investor deck.