Background: StreetShares, a veteran-run small business financing and investing company, began marketing their government contract financing product at the beginning of 2017. As the sole marketer in the startup company, I was responsible for building remarkable marketing campaigns. We wanted to become the go-to providers of government contract financing for veteran-owned small businesses.
Solutions: As a business, we wanted to do a soft launch. With content marketing as the backbone of the marketing solutions, I worked with other business partners and stakeholders within the company to develop “The Government Contractor’s Handbook,” a resource guide for government contractors. In this way, we would be able to give potential customers a free guide in exchange for their information. I then built an automated email marketing machine ensure multiple touch points and used several other marketing tactics.
Here are a few marketing tactics and strategies we implemented:
- Lead generation using an ebook, infographics, webinars, etc.
- Co-created content and promotion with partners
- Ebook launch through webinars, social media, email marketing, paid media and retargeting
- Press release announcements and media outreach with partners
- Blog posts educating visitors on government contracting and featuring government contractor clients
- Retargeting ad campaigns
Stats as of March 2018
- Generated 3,000 leads
- Landing pages had a 55% submission rate
- Assisted sales team in closing 7 million-dollar deals
Background: Travel Never Ends is a travel blog by my husband and I. We lived overseas for five years and have been to a total of about 55 countries. We recently traveled to South America with our infant daughter. We wanted to continue blogging about our travels and needed a new look and branding to reach new audiences.
Solution: With this being our personal blog, we want to keep it updated but also want it to be a great resource for anyone traveling to the same places we have been to. I updated the site from Wordpress to Squarespace with a new grid look. We continue to blog and post helpful articles. We share our articles in various places including Instagram @travelneverendsco and Trip Advisor.
Media Appearances: We were recently on an NPR podcast “Ozarks at Large,” on the local northwest Arkansas radio station, KUAF 91.3 FM.
Background: Field Agent started the marketing department in mid-2014. When I came on board in October 2014, we were tasked to create a campaign surrounding Black Friday. We wanted to show off our on-location, in-the-moment capabilities on a live web page using the busyness and crowds of Black Friday.
Solution: As a team, we decided to create a job through the Field Agent app to ask app users questions regarding where they were shopping first on Black Friday and to take a picture of the huge lines and crowds. (We also asked them several other questions about their shopping habits that would be included in the final report.) The results of this job would be displayed on a live web page so that visitors can see the action as Black Friday happens.
Project Management and Design: It was my responsibility to manage the whole project from beginning to end for two years in a row. I was also responsible for designing a beautiful web page to display all of the pictures and the running tally of the top 10 retail stores shoppers were visiting first. I worked with the development team to execute the usability and visual aspects of this page. You can view this web page at blackfridayscoreboard.com.
Lead Generation and Press Coverage: I was also responsible for generating leads and worked with our content manager to make sure we had the right messaging on our landing pages and blog posts to get visitors to sign up. Additionally, for the first year, I was responsible for pitching this story to the media and getting press coverage.
Agent Activation: Another part of this campaign was making sure it was attractive to our app users (or Agents). We ran a photo contest to get quality photos of lines and crowds and to make it worth our Agents' time while they were out shopping. The top three photos received $50 cash (deposited into their account).
Here are stats for the first year of this campaign (2014):
- generated 109 leads
- calls-to-action had a 3 percent click rate
- landing pages had a 30 percent submission rate
- placed in 3 news stories including Ad Age
- closed 2 sales deals, for a total of approximately $50,000
Here are stats for the second year of this campaign (2015):
- generated 71 leads
- calls-to-action had a 9 percent click rate
- landing pages had a 32 percent submission rate
- closed sales deals - not enough information to conclude yet
Background: JMP Law, P.A. focuses on the areas of Family Law. The approach that is taken when they work with clients is personal. Juna Pulayya and Megan Wieland Pulayya, Attornies at law run the law firm, JMP Law, P.A., which is based in Orlando, Florida.
Design Solution: Juna Puayya needed a very professional and trustworthy look for his law firm and this web site and identity design accomplishes that with its smooth lines and inviting blue color.
Background: Indra In Home Daycare cares for children from ages newborn until school aged. Indra has owned a daycare for 30 plus years and sought to expand her daycare.
Solution: As a well-established daycare provider, I was able to help Indra become a brand. I designed her logo and transferred her website over from Wordpress to Squarespace. I rewrote the content and helped her gather more testimonials. I also started a Facebook page for her and run ads on Google, Facebook and Yelp.
Outcome: Indra constantly gets calls and inquiries about her daycare. She has a steady flow of children she cares for.
Background: Mailena and Justin are a couple with a lot of creativity, success and really close friends and family. The theme of their wedding was rustic yet classy. They wanted to use the colors gray and yellow and wanted their invitations and programs to reflect their personality as a couple.
Design Solution: The couple's favorite flower is the tulip. I used an illustration of a tulip as the focal point of the design as well as the delicate typography. I decided that the Champagne and Limousines font was the most appropriate to keep that classy look. I used a 200gsm weight paper that had some ridges on the back side of paper to stay consistent with the rustic theme. I also design the envelopes to be lined with a tulip pattern.
Background: My husband and I planned our whole wedding while we were living in Vietnam. We're world travelers who want to share our experiences with everyone, especially our close family members and friends. We decided to make the theme - vintage travel. I love vintage items and clothes. We were able to design every aspect of this day, from the invitations to the bridal party attire.
Design Solution: I decided on the colors of a deep purple, black and cream. I used a vintage stamp as the main motif and worked around that. I designed everything with typography in mind. I wanted to use fonts that had a wide variety, so I chose Walkway and Lobster as the accent font. I designed everything from the invitations, envelopes, email reminders, save the date email, ceremony program, web site and the wedding favors (recyclable bags and luggage tags).
Background: Carol Williams, therapeutic massage, was based in Kansas. This was a university project at the University of Arkansas.
Design Solution: I wanted to create something that was very soothing and relaxing, which is something you expect when you get a massage. The concentric circles accomplish this.
Background: This prototype magazine was designed, conceptualized and produced in a Magazine Editing and Production course at the University of Arkansas. Throughout this process I learned about magazine history, the different kinds of magazines and the current trends in magazine publishing. I learned to think critically in researching potential audiences and markets and to use this information in creating the content and look for my publication.
Design Solution: In this course, I visualized a magazine targeted toward women between ages 18-30 who want to decorate their apartments stylishly on a budget. These women could be university students or young professionals. One of the main ideas or problems that this magazine was to solve is the issue of space. Usually young women are living in smaller spaces, therefore this magazine, "Coordinate," aimed at helping these women make the most out of the space they have available on their budget. I decided on the stories, chose stock photos and designed the layout based on the target audience and what they would be attracted to.
Background: Something Urban is a local boutique located in downtown Fayetteville, Arkansas that needed a redesign of their logo and a new ecommerce site. Since they're located down the street from the University of Arkansas, their main target audience is college-aged women and men.
Design Solution: Even though their main target audience is college-aged women and men, I helped them see where the real opportunity was - an ecommerce site that appeals to men and women from college-aged to 35 years old. I redesigned their logo to be more modern and minimalistic. And I created a shopify ecommerce site to reflect the minimalistic look.
Background: In a recent Package Design Course that I took with How University, our objective was to redesign the package to be disruptive at shelf and provide an emotional connection to the consumer while maintaining its core equities. I chose Colgate as my product to redesign and create a new market. The goal of Colgate is to educate its consumers about oral health care all around the world and to contribute the goodness of their product.
Design Solution: I noticed that Colgate didn’t have a presence in the natural toothpaste realm and I saw that there was a need for it given the very few selections of other brands. Through market research, I created the person who would potentially buy this product. She’s an independent, environmentally friendly woman who loves the outdoors, animals and cares about her overall health. Based on primary consumer surveys, Colgate’s goals and creative research, I designed the package to reflect a metaphor of a polished forest and the delicate yet importance that this product would bestow.
Background: VP Exports, Inc. was a global OEM manufacturer and dress supplier in the garment export sector based in Vietnam. They focused on producing high quality, fashionable cocktail dresses. VP Exports, Inc. represented these manufacturing companies directly in Vietnam to bridge the gap between the East and and the buyers in the United States. Mioppa Fashion came into fruition after the company decided to focus strictly on cocktail dresses.
Design Solution: As Vice President of VP Exports, Inc. and Mioppa Fashion, I designed the logo and branding following the modern and contemporary dresses that were released each week. We were responsible for model casting and photography of our look book. After weeks of publishing pictures online for our buyers, I prepared to attend Fashion Week in New York City with our Look Book for Spring 2013.