This is a campaign for VIAVI Solutions on the topic of test and measurement for “Ethernet Service Activation“. This has been a successful campaign that includes a web page, Test Guides, Webinars, and social promotion covering the most essential test solutions for Ethernet service activation. I worked with SMEs to edit and shape content, direct creative, and drive promotion via social channels. We captured names via webinar registrations for the live webinars and then continuously over the following year via social promotions and cross-links. This campaign proved the effectiveness of high quality, relevant content and its ability to deliver over time.
Each year, CMG would conduct a study/survey and report for marketers called the CMO’s Agenda. With one of the CMG partners, I conducted interviews with several CMOs and VPs of marketing to research, develop, and write The Customer: Your #1 Resource for Innovation. In this case, we wanted to understand and share how different companies use different approaches to involving their customers in the product development process.
This report is the result of that research which garnered solid press coverage (Forbes, CMO, Marketing Profs, CTAM), social attention, and several good leads for the firm.
CMG worked with several cable companies (MSOs) and had great understanding of both the consumer and business sectors. My design partner and I put together this infographic to encapsulate information from a series of white papers for cable clients. The infographic captures a range of data to show the key areas for revenue growth in the residential cable market.
Triad Magazine – I worked as a freelance writer for the Piedmont Triad Partnership, an economic development organization for the Triad region of North Carolina. I interviewed several business owners for this feature article (advertorial) about the transformation of the area from a manufacturing hub, to a modern biotech center.
The fun of this article was the “hook” I found while interviewing one of the CEOs. As we talked in his office in the newly refurbished Winston-Salem biotech center, Phil Shugart told me that he used to come to this very brick building — once a tobacco warehouse — with his grandfather to auction their tobacco. He would sleep with his grandfather near their horses overnight on these trips to deliver tobacco from his hometown to the market. With this juxtaposition, Shugart personified the aspirational transformation of the region from the tobacco capital to a biotech-focused region.
At the time I served as their corporate editor, VeriSign was very much in acquisition mode. They bought more than ten companies during this time and needed to re-brand from an internet security company to one that ran the DNS for .com and .net, and also provided back-end telecom services to carriers. In 2003, we worked with CEO, top executives, developers, sales, and customer service to come up with a way to make the somewhat disparate areas of the business coherent.
We developed the category of “Intelligent Infrastructure” with the tag “Where it all comes together.” All of our materials, including this Verisign brochure, explained the integration of our services and capabilities. We developed branding guidelines, editorial guidelines and a quick brand review process. This re-branding got a fantastic reception — especially by the analysts and the market — and it was reflected in a higher stock price and increased positive attention by the press.
Web Content & Redesign
I worked at RealNetworks as a Sr. Director of Marketing and then as a freelancer for the B2B SaaS side of their business. Besides their consumer products, Real sells solutions to top-tier wireless carriers around the world. I headed up the division’s website redesign to address their new B2B market. I wrote the content for the SaaS Mobile Entertainment, Mobile Messaging and Helix sections of the site.
Created this piece to highlight the differences between traditional long-term, silo’d marketing practices versus the Agile Marketing methodology. Features data from a survey by CMG as well as other sources.
For FLK, a successful Korean technology company, I managed creation of a new website for their expansion to the West. Using their new logo and color scheme, I worked with a web designer to create an attractive site with a punchy, clear voice that quickly explains their services and their dedication to providing the latest technology and solutions for wireless carriers, consumers and businesses.The new site launched in 2011 and I re-wrote all new product pages in 2013.
A successful mobile services company in Korea named FEELingK began its plans to expand to the West in 2011. They hired staff in the states who hired me to help them develop their brand, naming and a new website. We wanted to maintain their heritage as a Korean company–especially because South Korea is known as such a leader in mobile technology–but we also wanted to “globalize” their brand and voice.
The top executives did not ask for a new name, but I knew that the name and presentation of “FEELingK” provoked more confusion and questions than a sense of global reliability. I proposed a shift to the abbreviation that they themselves used internally “FLK.” We added the tagline “Simply connect.” because it resonates for the full range of their product line whether selling to carriers or consumers while also broadcasting the benefits of their offerings as easy-to-use or making life more simple. The new branding was approved and we moved on from there to new design, new naming conventions, brand guidelines and messaging.