BRAND STRATEGY

We often think of branding as advertising. I challenge clients to think of branding as community building. You attract the community you’re aiming to draw with the right branding practices.

Catchy taglines and campaigns are the quick hits that deliver mediocre results. Together we’ll start from the roots of what makes you stand out from the rest and collectively build a change agent brand within your industry.

My goal is to provide you with a competitive market analysis and quality marketing guidance throughout top, middle and bottom funnel channels. Once we’ve laid the ground work for brand ethos, we’ll begin venturing into which channels you should tackle first based on goals.

  • Review Company History; who are you, where do you come from, what makes you stand out from competitors?

  • Review Current Customer; who are they? Where do they live? What do they like? What pain point are we solving for them?

  • Understand Growth Plans: Which demographic are you seeking to bring into the funnel? What channels are you eager to activate? How quickly are you prepared to scale the supporting team? We’ll identify any gaps or blockers that may be fueling a plateau.

  • Build Brand Book: Create both a brand guide and brand application kit to use in partnership pitches, investor decks, and branding executions across digital platforms including site, social, email, paid, and more.

SOCIAL MEDIA MARKETING

With the ever changing landscape of social media, it’s important for your brand to have a distinct voice that not only matches your mission, but can speak to the target audiences living on each specific channel.

Together we’ll:

  • Determine which social platforms match your business and product goals

  • Outline a strategy that not only showcases your product or service, but leverages compelling storytelling to captivate and gain new audience members

  • Outline cadence and content buckets, understanding how many times a week to post, and the content variety to increase value for followers.

  • Begin execution on content creation and distribution that will increase social presence and focus on community building and audience retention

  • Analyze monthly data reports to determine top performing content and trends across all channels to ensure continued future success

*Includes advisement on both organic and paid channels


INFLUENCER MARKETING

The days of solely relying on macro influencer strategies are behind us. Creator programs are now an essential piece of marketing strategies. User-generated content aids social proof efforts and improves brand trust within its community. Brands can no longer be the only talking about how great their products are. With the help of creators, they don’t have to be.

Together we’ll work to identify who you’re seeking to target with partnerships, available budget, and ability to scale based on internal support. Starting a program takes upfront sweat equity, though the juice is worth the squeeze once it’s up and running. Creator programs/influencer channels have the ability to be a hybrid channel, aiding in both awareness and conversion goals.

  • Identify Goals: Examples include aiding in upcoming product launch, increasing UGC content for social and product pages, adding additional revenue, etc.

  • Understand Budget: Product exchange programs are no more. Micro and nano influencers now hold majority of the market power due to their highly engaged communities. We’ll work together to understand the possibilities with budgets both big and small.

  • Outline program criteria, commissions, perks

  • Implement Sourcing Practices

  • Implement Management Practices

  • Implement Reporting Practices

EMAIL MARKETING

Email marketing doesn’t have to be boring. In fact, I urge clients to view email with the same creative brain we use for social. We’re not aiming to take up space in someone’s inbox, we’re looking to inject value into their daily life.

I’ve taken a brand who solely sent promotional offers seven days a week, and increased their open rate by 72%, and click-to-open rate by 54% simply by adding in compelling copy, content and creative. Rather than a daily blowout sale, we nurtured the customer and gained buy in for each send.

  • Understand current ESP and send strategy

  • Analyze current performance and identify areas for improvement

  • Rebuild strategy to include a healthy mix between offers, content and valuable takeaways

  • Implement weekly, monthly or quarterly newsletters from your Founder, CEO, etc.

CREATIVE DIRECTION + PRODUCTION

With fifteen years of production experience, I’ve spearheaded the content development for numerous brands. Video is arguably the most powerful tool when it comes to content marketing, so much so that the use of video within marketing and branding strategies has risen 112% in the last five years.

Production was the birthplace of my media career and continues to be my most prominent skillset. From shooting and editing, to producing and directing, I’ve worked on documentaries, docu-series, live broadcasts, social centric content and more. I’ve traveled across the globe to shoot a 24 hour marathon while directing the real time content distribution and produced local shoots here in the heart of NYC.

If you’re new to implementing video into your brand marketing, we’ll work together to:

  • Establish the type of video marketing and content that best represents your brand

  • Set budgets that allow adequate spend for shoots and post production

  • Educate on the three steps of production (1. Pre Production 2. Production 3. Post Production) and execute accordingly

  • Ensure each shoot is efficient in receiving deliverables suited for each step of your distribution plan once assets are wrapped

  • Can work directly with your in-house crew or be the POC for external crews. Reach out if you’re seeking the right production team for a special project.

EDITORIAL CONTRIBUTIONS

B.A. & M.A., Journalism

Available for editorial and content contributions, specifically in the health and wellness realm including endurance, strength training, recovery and rehabilitation. Special interest and background in wellness travel destinations assignments.