Portfolio of Promotional and Business Projects
Brand Your Business: A before and after look at conceptual branding
Summary: Revise graphics, concept, and content for motivational speaker's brand
Target Audience: Businesses, organizations.
Goal: Develop a branding concept and marketing piece for a successful communications trainer.
Challenges: This speaker was successful, possessing a series of well-received speeches and organizational trainings, yet his trainings had no unifying concept and his service was not branded. He felt that this lack of branding was preventing him from expanding his client base. As with any service, trainers and speakers rely on marketing to differentiate their services and style from their competitors. In addition to differentiating their services, their marketing must also clearly convey the value the speaker brings to the client’s organization.
Solutions: First, we reviewed marketing pieces from top trainers and found that one-sheets were a characteristic hard-copy marketing piece; a one-sheet could also easily be used as an online PDF. Next, we brainstormed with the client and found that the inspiration for much of his work was the 1960’s television series, The Twilight Zone, and that he delivered content in a humorous style. He said the majority of his trainings involved the value of improving interpersonal communications. We decided to refer to improving interpersonal communications in the piece as “translation” and created the play on words, “The Translation Zone.” Finally, we developed headlines, graphics, text and photographs for this the client one-sheet, “The Translation Zone.”
Before: Motivational Speaker After: The Translation Zone - Communications Training Programs
VIEW PROCESS AND ONE SHEET SAMPLE
Target Audience: Businesses, organizations.
Goal: Develop a branding concept and marketing piece for a successful communications trainer.
Challenges: This speaker was successful, possessing a series of well-received speeches and organizational trainings, yet his trainings had no unifying concept and his service was not branded. He felt that this lack of branding was preventing him from expanding his client base. As with any service, trainers and speakers rely on marketing to differentiate their services and style from their competitors. In addition to differentiating their services, their marketing must also clearly convey the value the speaker brings to the client’s organization.
Solutions: First, we reviewed marketing pieces from top trainers and found that one-sheets were a characteristic hard-copy marketing piece; a one-sheet could also easily be used as an online PDF. Next, we brainstormed with the client and found that the inspiration for much of his work was the 1960’s television series, The Twilight Zone, and that he delivered content in a humorous style. He said the majority of his trainings involved the value of improving interpersonal communications. We decided to refer to improving interpersonal communications in the piece as “translation” and created the play on words, “The Translation Zone.” Finally, we developed headlines, graphics, text and photographs for this the client one-sheet, “The Translation Zone.”
Before: Motivational Speaker After: The Translation Zone - Communications Training Programs
VIEW PROCESS AND ONE SHEET SAMPLE
Medical Director Requests Proposal ASAP for Healthcare Facility:
Researched and written proposal for improving employee morale
KolorBox Media was approached by the Medical Director of a major healthcare facility to partner in the development of a proposal for an employee morale improvement program.
Target Audience: Physicians, medical staff, government review board
Goal: Develop a proposal for improving employee morale
Challenges: The medical facility had undergone an on-site crisis, violence erupted in the workplace; staff morale was low. The administration had no morale-building program in place and felt that by quickly initiating a program, the staff would regain a sense of control. The Medical Director was requested to submit a proposal to administration within a ten-day window. KolorBox was asked to partner in this effort. As we researched employee morale building programs, we noted that staff inclusion in the development produced a greater buy-in, the outcomes more positive. Director and KolorBox decided to include staff direction and input.
The organizational culture called for a structured proposal written in outline form rather than a narrative proposal. The Medical Director requested that the proposal include tools to measure the program's efficacy, both qualitative and quantitative, a budget, and a timeline. Director also required the that the measurement tools be researched, that research documented and included in the proposal.
Solutions: Solutions involved in-depth research on each challenge. KolorBox proposed and proceeded with work as follows: 1) Suggested to Director: Create a staff oversight committee to review proposal elements, suggest changes, and become the administrators for the morale-building program. 2) Researched existing health care facility morale building programs to establish an outline format – there were very few models. 3) Researched best practices for data gathering of anonymous staff feedback. Found quantitative and qualitative online measurement tools. 4) Wrote and refined proposal in outline form. 5) Discussed and refined budget and staffing needs. 6) Suggested amendment: Include in proposal the hiring of an independent meeting facilitator to work with administrative committee as needed to assist the proposal development process.
Outcome: Working closely with Medical Director, crafted proposal, timeline, and budget within the ten day deadline. KolorBox Media provided all research services.
View Completed Proposal
Going Upscale
A Marketing Makeover: Logo, written content, colors, interior photos, graphics.
Summary: Provide a makeover enabling a growing acupuncture practice to appeal to a niche target market
Target Audience: Patients willing to pay a higher hourly rate for a boutique holistic healthcare experience integrating acupuncture and massage.
Goal: Materials must quickly differentiate from one-size-fits all, 15-minute sessions offered by numerous lower-priced services in both fields.
Challenges: A dated textually heavy website conveyed little of the luxurious office, the personal service and level of expertise offered by these providers. The challenge was to convey the value of a two-hour session and ongoing treatment plan vs. a one-stop acupuncture or massage treatment. These providers took a lengthy medical history and were professionally certified and cross-trained in multiple modalities. Their services included integrated acupuncture and therapeutic massage co-delivered by two therapists over a two-hour session.
Solutions: We first conducted marketing research on nearby successful services charging similar rates. Based on these marketing strategies, we revised all materials: logo, website, color scheme, interior photos, service description and marketing copy. All content was created to appeal to a client willing to pay more, and willing to travel farther, for a boutique set of individualized healthcare services. Many clients had been frustrated by past treatment and healthcare outcomes. These concerns were addressed as well. We also expanded geographic reach for the services through Google.
Outcome: Practice continues to grow and attract partner providers. The makeover inspired confidence in its owners. With materials to attract their boutique target market, they were able to charge higher hourly rates.
Target Audience: Patients willing to pay a higher hourly rate for a boutique holistic healthcare experience integrating acupuncture and massage.
Goal: Materials must quickly differentiate from one-size-fits all, 15-minute sessions offered by numerous lower-priced services in both fields.
Challenges: A dated textually heavy website conveyed little of the luxurious office, the personal service and level of expertise offered by these providers. The challenge was to convey the value of a two-hour session and ongoing treatment plan vs. a one-stop acupuncture or massage treatment. These providers took a lengthy medical history and were professionally certified and cross-trained in multiple modalities. Their services included integrated acupuncture and therapeutic massage co-delivered by two therapists over a two-hour session.
Solutions: We first conducted marketing research on nearby successful services charging similar rates. Based on these marketing strategies, we revised all materials: logo, website, color scheme, interior photos, service description and marketing copy. All content was created to appeal to a client willing to pay more, and willing to travel farther, for a boutique set of individualized healthcare services. Many clients had been frustrated by past treatment and healthcare outcomes. These concerns were addressed as well. We also expanded geographic reach for the services through Google.
Outcome: Practice continues to grow and attract partner providers. The makeover inspired confidence in its owners. With materials to attract their boutique target market, they were able to charge higher hourly rates.
Writing and Editing: Launching a medical practice
Provide marketing copy to assist in launch of new medical practice
Target Audience: San Francisco Bay Area legal, medical, and patient communities
Goal: Develop 1) marketing tagline 2) introduction letter (M.D.)
Challenges: Gain understanding of target market segmentation and demographics. Edit text while retaining style, tone and personality of physician.
Solutions: Marketing letter. Cover topics point by point ending the document with a clear call to action.
In this case, I edited for linear structure, sentence structure, and clarity. I then provided a clear and welcoming “call to action” at the close of the letter.
Tagline - Research multiple healthcare taglines. Provide rewrites until physician felt unique tagline captured his brand and would reach his target market.
Outcome: Siyan Clinical Corporation continues to grow and differentiate itself within the marketplace. KolorBox Media continues to support communications and marketing efforts.
View Siyan Clinical Marketing
Target Audience: San Francisco Bay Area legal, medical, and patient communities
Goal: Develop 1) marketing tagline 2) introduction letter (M.D.)
Challenges: Gain understanding of target market segmentation and demographics. Edit text while retaining style, tone and personality of physician.
Solutions: Marketing letter. Cover topics point by point ending the document with a clear call to action.
In this case, I edited for linear structure, sentence structure, and clarity. I then provided a clear and welcoming “call to action” at the close of the letter.
Tagline - Research multiple healthcare taglines. Provide rewrites until physician felt unique tagline captured his brand and would reach his target market.
Outcome: Siyan Clinical Corporation continues to grow and differentiate itself within the marketplace. KolorBox Media continues to support communications and marketing efforts.
View Siyan Clinical Marketing
Marketing a Healthcare Practice with segmented target audiences
Provide series of e-newsletters to market a psychiatric healthcare practice
Target Audience: Workers' compensation lawyers, healthcare clinicians, workers compensation administrators.
Goal: Inform workers compensation and legal community of best practices and changes in the field relevant to psychiatric claims.
Solutions: Researched (3) audience segments based on segment's communication behaviors and media use. Developed an understanding of how each group perceives newsletter content. These readers skim for specific content relevant to the business "pain points," those impacting current problems. They may use the content to do additional research. If the content is not specific, fresh, pertinent to their business needs, they delete subscription. The solution required weekly review of multiple online resources for latest research, relevant news to create fresh content. Develop a marketing timeline and topic list for ongoing project.
Outcome: Project ongoing. Expanding length of newsletter.
Review eNewsletter (1) Review eNewsletter (2)
Target Audience: Workers' compensation lawyers, healthcare clinicians, workers compensation administrators.
Goal: Inform workers compensation and legal community of best practices and changes in the field relevant to psychiatric claims.
Solutions: Researched (3) audience segments based on segment's communication behaviors and media use. Developed an understanding of how each group perceives newsletter content. These readers skim for specific content relevant to the business "pain points," those impacting current problems. They may use the content to do additional research. If the content is not specific, fresh, pertinent to their business needs, they delete subscription. The solution required weekly review of multiple online resources for latest research, relevant news to create fresh content. Develop a marketing timeline and topic list for ongoing project.
Outcome: Project ongoing. Expanding length of newsletter.
Review eNewsletter (1) Review eNewsletter (2)
Healthcare Design Nonprofit: Researching and editing certification test materials
Team with Center for Health Design staff to research and writing beta certification test
Target Audience: Architects, corporate health care administrators
Goal: Work with CHD to develop evidence-based design certification test for teams of designers, architects and health care administrators.
Challenge: Distill 100+ pieces of information from research document to support test outline and meet learning objectives. Review beta-test questions.
Solution: Interview CHD team to gain in-depth understanding learning objectives for test-taking groups. Review research document, select, and submit data for review.
Outcome: Complex testing material formatted into Beta Test.
Target Audience: Architects, corporate health care administrators
Goal: Work with CHD to develop evidence-based design certification test for teams of designers, architects and health care administrators.
Challenge: Distill 100+ pieces of information from research document to support test outline and meet learning objectives. Review beta-test questions.
Solution: Interview CHD team to gain in-depth understanding learning objectives for test-taking groups. Review research document, select, and submit data for review.
Outcome: Complex testing material formatted into Beta Test.
Nonprofit Writing and Editing: How to research and write a master grant
Serve as Grants Director for San Francisco Bay Area arm of international nonprofit. Surpassed annual funding goals.
Target Audience: Foundations, like nonprofits, service organizations, corporations
Goal: Develop relationships with stakeholders and funders to promote in-kind and financial donations; work with like nonprofits on partnerships. Create materials.
Challenge: This grassroots organization was entirely staffed by volunteers. Grant seeking was not structured. The organization required basic research and a master grant from which to draw subsequent grant proposals.
Solution: Research and write a set of master documents including a master grant so that verbiage could be used to fulfill multiple requests for information.
Outcome: Surpassed annual funding goal
View Master Grant
Target Audience: Foundations, like nonprofits, service organizations, corporations
Goal: Develop relationships with stakeholders and funders to promote in-kind and financial donations; work with like nonprofits on partnerships. Create materials.
Challenge: This grassroots organization was entirely staffed by volunteers. Grant seeking was not structured. The organization required basic research and a master grant from which to draw subsequent grant proposals.
Solution: Research and write a set of master documents including a master grant so that verbiage could be used to fulfill multiple requests for information.
Outcome: Surpassed annual funding goal
View Master Grant
Business Writing: How to write a press release to gain extensive coverage
Press release results in regional television, print and online coverage that extends over three month period
Target Audiences: Local, regional audiences via online and traditional outlets both television, print
Goal: Gain press coverage and rebrand their image. Business - San Francisco Bay Area music store and academy
Challenge: Communicate the story of ABC’s ongoing community activism through one feature press release. Use this press release to reposition them within the community. Engage reporters at local, regional, and major Bay Area news outlets. Convey owners' expert understanding of using music as an educational tool. Add documented research regarding the necessity and impact of music education.
Solution: To craft the release, use the following process: 1) conduct in-depth interviews with owners 2) photograph owners, music instructors, music classes, and students of the Academy. 3) research, compile and document positive results of music education from credible sources. 4) integrate information to write engaging feature story. Distribute to targeted media list. Follow-up with all contacts. Schedule and coordinate press interviews with ABC owners.
Outcome: Through this effort, ABC Music remains recognized for their support of regional music education.
View ABC Press Release Project
Target Audiences: Local, regional audiences via online and traditional outlets both television, print
Goal: Gain press coverage and rebrand their image. Business - San Francisco Bay Area music store and academy
Challenge: Communicate the story of ABC’s ongoing community activism through one feature press release. Use this press release to reposition them within the community. Engage reporters at local, regional, and major Bay Area news outlets. Convey owners' expert understanding of using music as an educational tool. Add documented research regarding the necessity and impact of music education.
Solution: To craft the release, use the following process: 1) conduct in-depth interviews with owners 2) photograph owners, music instructors, music classes, and students of the Academy. 3) research, compile and document positive results of music education from credible sources. 4) integrate information to write engaging feature story. Distribute to targeted media list. Follow-up with all contacts. Schedule and coordinate press interviews with ABC owners.
Outcome: Through this effort, ABC Music remains recognized for their support of regional music education.
View ABC Press Release Project
Business Writing: PR for small businesses
AOL. com article series introduces Industrial Park retailers to surrounding community - 40 articles
Target Audience: East San Francisco Bay Area
Goal: Gain visibility for manufacturers, services, wholesalers, and retailers in the Benicia Industrial Park and downtown area. Support these articles with related general interest stories.
Challenge: Promote Industrial Park shopping opportunities. These areas of the city have little foot traffic or street visibility. Editor requests news coverage on downtown shopping and services.
Solution: Contact, interview and photograph owners, employees, and customers. Publish 40 informative articles and interviews introducing Industrial Park businesses and highlighting the benefits of shopping. Write feature articles and news updates on downtown merchants.
Outcome: Forty businesses with little visibility within the Industrial Park Area received publicity that remains available online.
View Article One View Article Two
Target Audience: East San Francisco Bay Area
Goal: Gain visibility for manufacturers, services, wholesalers, and retailers in the Benicia Industrial Park and downtown area. Support these articles with related general interest stories.
Challenge: Promote Industrial Park shopping opportunities. These areas of the city have little foot traffic or street visibility. Editor requests news coverage on downtown shopping and services.
Solution: Contact, interview and photograph owners, employees, and customers. Publish 40 informative articles and interviews introducing Industrial Park businesses and highlighting the benefits of shopping. Write feature articles and news updates on downtown merchants.
Outcome: Forty businesses with little visibility within the Industrial Park Area received publicity that remains available online.
View Article One View Article Two