While no (wo)man is an island, below is a sample of projects in which I played the lead role.
Multichannel Product Launch
Software company, Abila, had dabbled in the fundraising CRM market previously but without focused marketing efforts. In spring 2015, the company launched Elevate, a SaaS solution for the mid-market. The integrated launch included email marketing for pre-launch and active launch, brand saturation at an international tradeshow, launch party, print and digital advertisements, social media, web presence, press release, internal communication and more. The launch set a new monthly MQL record for the company.
After nine years of steady growth, Charity Dynamics was ready to accelerate their sales by implementing a marketing automation solution, Marketo, and formalizing their lead generation initiative. The Marketo launch in Q1 2014 included data hygiene activities, lead scoring development and execution, refinement of marketing and sales processes, new audience segmentation, a content audit and the transfer of existing assets to new Marketo landing pages and emails. Sixty days post-launch, Charity Dynamics was already enjoying above average email open and click rates and providing the sales team with a steady pipeline of qualified leads.
National Media Coverage
In 2008 select Girl Scout councils, including Girl Scouts of Central Texas, piloted an online cookie booth locator as part of their annual sale. The Girl Scouts of Central Texas marketing plan leveraged this new and innovative tactic to increase news media interest in an otherwise routine story. The result was interviews on local Austin TV stations, a mention by Houston’s ABC affiliate and ultimately, a national story on ABCNews.com.
Local Media Coverage
In 2009 Coco Paloma Desserts was known in select foodie and bridal circles but still had a lot of ground to gain in its home community of Austin. Through individualized pitches to the Austin’s mainstream food writers, Coco Paloma Desserts was able to garner new attention. The results were stories in both the Austin American-Statesman and Austin Chronicle.
Launching Social Media
After research, proposals to executives and contingency plans, Girl Scouts of Central Texas launched its first social media presence, a Facebook page, in 2009. The page was quickly able to help the council connect with volunteers, parents and girls in a new way and the overall social media presence was expanded to include a blog, Flickr profile and Twitter account. These new social channels reinforced messages already being promoted through more traditional avenues like events, newsletters and guidebooks leading to a cohesive and integrated constituent experience.
Blog Strategy & Management
When the two leaders in nonprofit technology and software, Blackbaud and Convio, became one company in 2012, they had a combined five disparate thought-leadership blogs, each well respected in their own right. The technical and editorial maintenance of five web properties was ultimately not realistic nor the best way to advance the company’s brand. The five blogs, their content archives and contributors were strategically consolidated under one integrated thought-leadership brand, npENGAGE. The new npENGAGE mega-blog hosts nine thematic blogs and has a combined blog team of approximately 25 individuals who all abide by a strategic editorial calendar. Its content is promoted via social media, the corporate website, a monthly e-newsletter, lead generation campaigns and syndication on trade blogs. As a result npENGAGE receives an average of 30,000 visits per month and enjoys better than a 30% return visitor rate.
Event Fundraising & Marketing
S’more Soiree, a grown-up camping weekend, was launched in 2008 with two strategic goals: raise funds to support Girl Scouts of Central Texas and deepen the connection supporters felt toward the Girl Scouting experience. The initiative started strong in 2008 but was overwhelmed by obstacles in 2009, achieving almost 50% less revenue that year. With a committed volunteer committee, the 2010 event was able to revive the initiative. New relationships, including with instructors from Ballet Austin, and great attention to detail resulted in revenue and participant records at $70,000 and 125 respectively.