Nonprofit Annual Report
United Way of Greater Chattanooga is a nonprofit organization uniting the community to uplift children and families living in financial hardship.
In 2023, I collaborated with internal leaders to write an annual report that highlighted our collective impact on the community. Our goal was to give voice to the individuals we served and inspire deeper engagement and support for our mission. This report was shared with our nonprofit partners, local businesses, civic leaders, and donors.
My Work
Year-End Giving Campaign
To inspire giving to United Way of Greater Chattanooga during the holiday season, the campaign "A Hand for Hope" was launched.
In 2023, I led our internal marketing team of three and external brand advocates to launch a multi-channel giving campaign. The campaign leveraged peer-to-peer fundraising, digital advertising, and inspiring content to increase donations by 313% compared to the prior year.
Digital Marketing Strategy
Design Services by Shaw Floors helps homeowners take their flooring renovation project from inspiration to installation.
In 2022, I developed a digital marketing strategy to promote this service. This roadmap includes consumer insights, a target persona, a value proposition, a content strategy, a digital media plan across paid, owned, and earned channels, success metrics, and growth projections.
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Audience Segmentation Research
Shaw Floors is a trusted flooring provider to top national home builders in the U.S.
In 2021, I leveraged an agency to conduct in-depth customer research to transform the business-to-business digital experience with the goal to better serve our customers. Based on those insights, I developed audience segments and recommended digital priorities. This strategy helped guide my team of two to bring the new digital experience to market.
Go-To-Market Plan
Floorigami is peel-and-stick flooring squares designed for flexibility and easy installation.
In 2019, I led the brand's online launch through Lowe's, Home Depot, and Wayfair, working with a cross-functional team and agency partners. The go-to-market plan included developing brand positioning, creating a design identity, producing digital and print content, creating a social media calendar, crafting a communications plan, and establishing a digital framework. The initial launch at home centers resulted in $175K in online sales in the first 6 months.
In 2020, I supported the direct-to-consumer e-commerce brand launch through consumer journey mapping and user testing.
Digital Content Optimization
Textron Utility encompassed several brands serving the electric utility market, providing line-stringing equipment, power tools, and safety technology primarily targeted at linemen.
From 2017 to 2018, following a recent merger of these business-to-business brands, I identified the need for a cohesive brand strategy. To address this, I led a marketing team of three to align the brand positioning and increase engagement with end users through various digital channels. Leveraging this new branding strategy, we successfully launched a new product targeting first responders. Within the first six months, the product was purchased by 100 fire departments.
International Tradeshow Media Lead
Textron Aviation is a leader in aviation manufacturing. They are known for their range of brands, which include Cessna, Beechcraft, and defense solutions like the Scorpion.
In 2016, I managed all Textron Aviation media engagement for Farnborough International Airshow, one of the largest aerospace and defense tradeshows. The outreach strategy resulted in a total of 20 digital articles, print coverage in all three show dailies, and the strongest share of voice compared to our direct competitors.
Multi-Channel Product Campaign
The Cessna Caravan aircraft is built for rugged terrain with space for up to 14 passengers. The target audience is decision-makers in special missions and private aviation.
In 2015, I executed a multi-channel product campaign to support sales of the Cessna Caravan over its direct competitor. Campaign elements included a direct mailer, a landing page, and a comprehensive product comparison report. The successful campaign generated $9M in potential sales through qualified leads.