Ecobat is a $3B recycling and resources company that went through several mergers. They needed to unify their identity, modernize their brand and educate readers about the good they're doing in the world. I conducted in-depth research, analysis and strategy sessions. Then, I created a message architecture and copy for an extensive website overhaul.
BRAND STRATEGY & STORY DEVELOPMENT:
Blue Cross Blue Shield's supplemental insurance arm "Lifesecure" wanted to capture its unique spirit and approach. We reimagined the brand from the ground up including internal research, customer interviews and strategy sessions. Then, I crafted a new mission, corporate vision, brand voice, value statements, tag line & web copy.
MARKETING STRATEGY &
The NFL was looking for new cities to host the NFL Draft and the Detroit Sports Commission wanted to throw their hat in the ring. On a tight deadline, I wrote an introductory pitch, provided market research, community outreach ideas and merchandising concepts.
MARKETING & PUBLIC RELATIONS STRATEGY:
General Motors wanted to gain more attention in mainstream/non-automotive media. As regional communications manager, I conceived many new events and promotions including a fashion show using car parts. I worked with vendors and designers to execute all logistics, drafted press releases and served as media spokesperson. This concept has since been adopted by Project Runway, Ford Motor Company and others.
I contributed humorous essays to the Today Show's parenting website. I gained over 3,000 active readers in two months.