The Home Depot

Email Marketing: Building better B2B connections 

Role: Associate Creative Director - Copy | Hierarchy, Inc. | Austin

The Home Depot already has a robust consumer-focused gift card program in place. Yet, there was an opportunity to gain awareness in the B2B space —specifically the mid-sized segment. Through data and insights, we engaged this audience by driving interest in The Home Depot’s robust B2B programs. 

With any project, we started with insights, establishing an audience, and persona development – who did we want to talk to in this B2B gift card world? We segmented and developed email lists based on consumer behaviors and industrial design with solid insights. As a certified HubSpot partner, we leveraged HubSpot as the integrated automation platform utilizing CRM, marketing, and CMS for outreach and tracking. 

Our editorial and content strategy delivers relevant monthly inbound marketing that resonates with industry trends, general incentives, and a few “fun” things from time to time—making the gift card built for business a necessary tool delivered to your inbox. 

Performance:  

• Implemented HubSpot marketing software for enterprise 

• Developed a yearly campaign strategy with a detailed plan for deeply segmented messaging 

• 12% yearly conversion rate from prospect to customer 

Shell

Social Media Content Strategy & Creation: Navigating a new route

Role: Copywriter & Social Media Strategist | Iris Worldwide | Atlanta

The @shellontheroad social media channels were ready for a tune-up! The consumer-facing account was stagnant, so my art director and I hit the road for creative inspiration (our market research led us to many friendly faces and snacks—lots of snacks— at our Atlanta-based Shell stations). These real-world encounters revved up a new editorial mix of lifestyle, educational, and promoted content. Beyond social media strategy, we worked on internal brand planning, Shell Fleet marketing materials, and a FuelRewards social media campaign starring the super fast NASCAR star Joey Logano.

Performance:

• Increased @shell_ontheroad Twitter and Instagram engagement, impression, and reach by 5% month over month

• Generated new content ideas with short-form videos, GIFs, and real-time event coverage

• Optimized integration across all Shell-owned media channels and the FuelRewards program

Microsoft Developer

Social Media Content Strategy, Creation & Production: Developing an engaged audience

Role: Content Strategist & Copywriter | Spredfast | Austin

If you had told me that a chapter of my non-technical creative career would be writing copy for one of the world's largest developer communities, I would have LOLed — but as the ever-curious learner and copy chameleon, I was DEV-initely up for the challenge! Along with regular posting of #DevHumor, tutorials, product updates, and special Q&As, I was responsible for building social media production infrastructure to cover the biggest Microsoft developer event of the year: Build.

A big part of the prep for Build 2016 was the promotion of future conference events and live follow-up during the show. To make this happen, I wrote multiple video scripts and assisted in editing video content in partnership with the on-site production crew to leverage engaging content. An example of this is below, in the short “Space Kids” pre-production and an immediate interview with them after their live presentation at Build 2016 that was shared on Twitter.

Performance:

• Leveraged knowledge of industry experts in the content creation process, growing user trust, and fostering organic channel growth

• Increased Build conference engagement, seeing an average of 1.2 million daily impressions across channels

• Established live production best practices for future event coverage, documented by the Microsoft client team

Build 2016 Live Conference Production

Bacardi Rum

Holiday Shopper Campaign, Pitch: Conceptual Rum-inating

Role: Copywriter | Anthem Worldwide | Chicago

Bacardi Rum was looking to spice things up with the younger crowd for Holiday 2016 — the fabled Rum and Coke were falling out of favor amongst those aged 24 - 35, and I, the lone Millennial copywriter on staff, was graciously allowed to pitch my point of view. Having had a past life as a drummer, fearless trendsetter, and a resident Chicago party kid, I couldn’t shake the idea of “marching to the beat of your own drum” — and with that, “Rum Ba-Rum Rum” was born. Leading with a natural, fun tone, I worked with the senior creative team and visually brought the copy to life with the idea of a naughty photo booth, snare drum serving trays, and an upbeat sizzle reel to set the tone.

Performance:

• Was invited to present alongside the executive Anthem leadership team in Miami, Florida

Milk-Bone & Meow Mix Canada

Social Media Content Creation & Community Management: For The Dogs, and Cats

Role: Associate Copywriter & Community Manager | Anthem Worldwide | Chicago

Paws-itvely the best first advertising client I could have woof-ed for because all dog and cat puns weren’t only allowed but encouraged! The Milk-Bone and Meow Mix Canada teams were ready to expand their social media investment, setting me up to deliver regular monthly editorial calendars, daily community management of both Milk-Bone and Meow Mix Canada Facebook and Twitter pages, and monthly social media analytics reports and analysis.

Performance:

• Established benchmark social media metrics and strategy for community growth

• Assisted in the development of brand playbooks, paid campaigns, and offline event ideation

• Convinced an art director to Photoshop a hockey helmet onto a Golden Retriever, creating a viral moment for the puck-obsessed Canadian audience

General Mills

Market Research: Exploring snacking habits and dollar stores

Role: Associate Copywriter | Anthem Worldwide | Chicago

When the executive leadership needed additional research for a General Mills strategy project, I was the first to raise my hand as a journalism major itching to get back on the street. The assignment: stake out a dollar store and interview customers about their snacking habits. After a few hours, I helped collect needed intel to shape the strategy for General Mills to create a successful new CPG launch in certain value-friendly retailers across the country. No pigeons were harmed in the making of this film.