WORK SAMPLES
Project | 01
BRAND DEVELOPMENT |
AMERICAN ACADEMY OF CULINARY ARTS
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In 2013, I was contracted by Pittsburgh Technical Institute to create a brand for its new culinary school from umm... soup to nuts. I was responsible for the initial name generation, logo development, and brand strategy for the school. I then extrapolated (yes, I extrapolated) the unique selling proposition into marketing materials to support the launch of the American Academy of Culinary Arts. These included both print and digital brochures, landing pages, web content, and direct response TV.
INTEGRATED CAMPAIGN |
TRADING TECHNOLOGIES
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Trading Technologies makes high-performance professional software for the futures trading industry. In 2016, the Chicago company launched its first cohesive marketing initiative in support of its software-as-a-service offering, TT® Platform. I was hired by the AOR to create integrated communications materials to raise awareness and drive demos of the new platform. We delivered a cohesive campaign that included videos, digital and print advertising, email, and landing pages.
Project | 02
Project | 03
BRAND DEVELOPMENT |
CTS FINANCIAL GROUP
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CTS Financial Group is a boutique financial services agency in Chicago. When they contacted me, they had no brand identity, no presence on the web, and no consistent voice with which to reach current and prospective clients. Because they are small, they can meet face to face with every client, getting to know each on a personal level.
I developed a meaningful logo and tagline, consistent brand voice, and a cohesive communication strategy that defined the company’s engaging personality and marketed their comprehensive financial services offerings.
Project | 04
CONSUMER PACKAGE GOODS | SHOPPER MARKETING
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So, here’s the thing. For the past 15 years, I’ve been contracted by numerous agencies to work on everything from multifaceted shopper marketing programs and promotion-driven brand experiences to social/mobile engagement projects and content marketing initiatives. I do the work. I comb my hair and go to the meetings. I present to the clients and shoot the breeze about the Cubs. Then the agencies get a little hinky about me showing you the work. So if you want to see some legit scale programs, national sweepstakes, recipe videos and food service thingies, just let me know. I’ve got samples out the wazoo.
And if you really need a killer, 3-word headline for your next dump bin display (“must include brand equity, CTA & taste cue”), I guess I’m your guy.
Project | 05
CORPORATE RE-BRAND |
EMBANET
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Embanet was a Canadian technology company that provided funding and resources to develop online degree programs for Tier 1 and Tier 2 universities. Problem was, its brand and marketing strategy were dated and lifeless. I was contracted to conduct a complete creative overhaul, including fresh, relevant brand identity & positioning. I was then responsible for applying the chosen solution to the company website, marketing communications, academic partnership program, and corporate collateral materials.
Project | 06
BRANDING & MARKETING |
CAREER EDUCATION CORPORATION
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Since 2001, I have worked for all the colleges and universities that comprise(d) Career Education Corporation. Most notably, I was responsible for developing the original brand identity for both Colorado Technical University and American InterContinental University, including logos, taglines, and online marketing strategies. Over the years, I have written and/or produced thousands of emails, banners, websites, landing pages, acquisition & retention programs, TV commercials, website content, interactive slide shows, and social/mobile initiatives. I think I even stopped by and watered the plants a couple times.
Project | 07
ACQUISITION & RETENTION |
USC ROSSIER SCHOOL OF EDUCATION
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2U (formerly 2tor) is a technology company that builds superior online degree programs for prestigious universities. One of them, the USC Rossier School of Education, needed someone to extend its brand equity into a broad range of marketing materials for the MAT@USC, the school’s renowned Master of Arts in Teaching program delivered entirely online. Over several years, I created and wrote everything from videos and interactive slide shows to emails, banners, landing pages, and website content.
TEMPLATE MARKETING PROGRAM |
PREFERRED HOTELS & RESORTS
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Preferred Hotels & Resorts is a collection of independent luxury properties around the world, none of which has the resources to create its own marketing materials. I worked with Preferred’s AOR to create an elegant template marketing program called Individually Yours. This catalog of customizable materials gave each property the freedom and flexibility to produce print advertising, direct mail, HTML email, and collateral materials specific to its own offers, promotions, and incentive programs. I then wrote property-specific materials ordered through the Individually Yours catalog.
Project | 08
Project | 09
CORPORATE RE-BRAND |
COMPLETE CONFERENCE MANAGEMENT
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Continuing Medical Education (CME) is big business for doctors and other healthcare professionals trying to update their knowledge and stay current with their respective fields. It’s a sophisticated audience which expects suppliers to have similar standards of excellence. Complete Conference Management’s brand and message were anything but elegant when I was hired to conduct a complete makeover, which included a logo refresh, new website, and various corporate marketing materials.
