PROJECTS

Campaigns

"One Hour" Open House Campaign

Pima Medical Institute is a healthcare career college. The marketing team in partnership with ground campuses held open houses at 16 ground campuses that spanned 8 states. The open house campaigns were an integrated traditional and digital effort and occurred 3 times per calendar year with a new campaign theme. The goal was to increase new lead generation and ultimately grow program enrollments.

My Role

Responsibilities included the development of the integrated traditional and digital campaign plan. Managed and executed production of the project deliverables by working collaboratively with communications, design and agency teams.

Copywriting and Copyediting

Managed content strategy that included copywriting and copyediting for:

Email and text campaigns
Digital ads
Campus fliers
Social media
Radio spots

Deliverables of campaign assets: website, landing pages, blog, social cover images and graphics, outdoor marquee banners, digital banners, email, print packages for campuses

Results

Launched campaign deliverables on time, within budget and with expected quality
Year over year lead growth from the open house campaigns increased 17%
Developed best practices from each open house campaign based on the feedback and data that was applied to the next campaign

Was the Project Manager for these campaigns for over 5 years and managed 13 total campaigns.

Website

Intercom Chat Launch

Pima Medical is a healthcare career college. The company offered live chat on their website and was in need of a user-friendly platform that offered robust reporting capabilities. Key issues with the old platform:

Dated user experience
Not offered in mobile
No lead generation form available, loss of lead flow
No dashboard reporting and reports only offered via excel for manually review
No transparency for team manager to see chat agent activity
Manual tools that slowed response time from chat agents
Platform was no longer supported by CMS and became a liability for continued use

My Role

My role was to assemble the project team who would support the research of new platforms, participate in chat demos and contribute to the determination of the new chat platform. Once platform was selected, as project manager, I was responsible for leading the team through the new platform setup and integration with our lead management system, training support and platform launch. Key responsibilities:

Collaborated with team to identify pain points and key deliverables
Developed project plan
Communicated steps with team and align responsibilities
Managed platform setup, integration and launch plans
Developed training plan with admissions support manager and provide training for new users
Identified KPIs and analyzed reporting and adjusted chat bots according to results

Results

Positive user experiences available via desktop and mobile
New lead flow increased of over 1000% within first week of launch
Appointment setting increased significantly and appointment show rate increased over 10% within first month
Chat agents became more engaged with new platform
Transparency within new platform provided real-time training opportunities for chat agents

Product Launches

Investment Strategy Launches

Niemann Capital Management is focused on managing risk and uses proprietary analytics to inform its tactical allocation of client assets. With a proven tactical asset allocation methodology, I was fortunate to be the project manager for the planning and launch of three investment products for the firm.

My Role

My role was to assemble the project team who would support the research and setup the strategy from a client service and regulatory perspective. I was also required to align the technology needs for execution from public-facing content to back-end account delivery. We had an exceptional cross-functional team that included Compliance, Marketing, Client Services, Operations and agency partners. Key responsibilities:

Collaborated with team to identify key deliverables
Developed project plan
Communicated steps with team and aligned responsibilities
Held weekly product calls to ensure we were moving together to launch
Managed project schedule with key milestones required for compliance, marketing, client services, operations and agency partners
Supported marketing launch plan development and execution with Director of Marketing
Launched each strategy, monitored reporting and communicated results to management

Results

Successful launch of the new Dynamic International and Dynamic Sector strategies
Successful re-launch of the Risk Managed Sector strategy, original inception was years prior
The net result of these strategies launching was over $100M in client assets under management

Brand
Refresh

Brand Refresh

Niemann Capital Management is a tactical allocation asset manager. The firm was using outdated materials and needed to develop new, competitive collateral that would attract new financial advisors to work with the firm and their client to invest in the strategies.

A series of workshops were developed to identify the brand attributes and how to differentiate Niemann from their competitors. We identified that the website, brochures and other print materials needed new messaging along with a new look to achieve the competitive edge we were missing.

The brand refresh included:

Brand workshops and distillation process to get to core of the brand
Development of new voice, tagline and core messaging
Creation of new logo, color palette, fonts
Visual branding update that included marketing materials and new website

My Role

I served as the project manager for the brand refresh, website development and collateral suite redesign projects. The multi-faceted initiative included drafting and finalizing the corporate brand plan with Director of Marketing and scoping the deliverables for the projects from inception to launch. Key responsibilities:

Collaborated with agency partners and brand team to distill, identify and finalize key brand components
Applied brand components to the new collateral suite and website redesign projects
Provided creative input in addition to the project management aspects of ensuring the project objectives and team deliverables were met
Managed new collateral design, print and delivery planning
Supported website ideation, development and delivery

Results

Drafted and executed cradle to grave brand plan as designated project lead for this initiative
Presented brand project to Board of Directors for approval
Presented to the firm as part of the Niemann brand launch
Assisted web development team with specific website research analysis
Played a key role in overlaying components of the new brand onto the new web site
Successfully launched with project team brand refresh, collateral suite with new ordering platform for advisor partners and new website

Awards

The Niemann Marketing Team entered three separate awards competitions with the results of our work on brand, web and collateral. Fourteen submissions were entered, resulting in 13 national awards. Award highlights:

Service Industry Advertising Awards

Gold—Brochure: The Niemann Advantage
Silver—Website Home Page

The Communicator Awards

Gold—ncm.net: Structure and Navigation
Silver—ncm.net: Financial Services
Silver—The Niemann Advantage: Company Overview

Hermes Creative Awards

Platinum—Design: Website Home Page
Gold—Design: Overall Website

PROJECTS

Campaigns

"One Hour" Open House Campaign

​

My Role

Responsibilities included the development of the integrated traditional and digital campaign plan. Managed and executed production of the project deliverables by working collaboratively with communications, design and agency teams.

​

Copywriting and Copyediting

Managed content strategy that included copywriting and copyediting for:

Email and text campaigns

Digital ads

Campus fliers

Social media

Radio spots

Deliverables of campaign assets: website, landing pages, blog, social cover images and graphics, outdoor marquee banners, digital banners, email, print packages for campuses

​

Results

Launched campaign deliverables on time, within budget and with expected quality

Year over year lead growth from the open house campaigns increased 17%

Developed best practices from each open house campaign based on the feedback and data that was applied to the next campaign

​

Was the Project Manager for these campaigns for over 5 years and managed 13 total campaigns.

Website

Intercom Chat Launch

Pima Medical is a healthcare career college. The company offered live chat on their website and was in need of a user-friendly platform that offered robust reporting capabilities. Key issues with the old platform:

Dated user experience

Not offered in mobile

No lead generation form available, loss of lead flow

No dashboard reporting and reports only offered via excel for manually review

No transparency for team manager to see chat agent activity

Manual tools that slowed response time from chat agents

Platform was no longer supported by CMS and became a liability for continued use

My Role

Collaborated with team to identify pain points and key deliverables

Developed project plan

Communicated steps with team and align responsibilities

Managed platform setup, integration and launch plans

Developed training plan with admissions support manager and provide training for new users

Identified KPIs and analyzed reporting and adjusted chat bots according to results

Results

Positive user experiences available via desktop and mobile

New lead flow increased of over 1000% within first week of launch

Appointment setting increased significantly and appointment show rate increased over 10% within first month

Chat agents became more engaged with new platform

Transparency within new platform provided real-time training opportunities for chat agents

​

Product Launches

Investment Strategy Launches

My Role

Collaborated with team to identify key deliverables

Developed project plan

Communicated steps with team and aligned responsibilities

Held weekly product calls to ensure we were moving together to launch

Managed project schedule with key milestones required for compliance, marketing, client services, operations and agency partners

Supported marketing launch plan development and execution with Director of Marketing

Launched each strategy, monitored reporting and communicated results to management

​

Results

Successful launch of the new Dynamic International and Dynamic Sector strategies

Successful re-launch of the Risk Managed Sector strategy, original inception was years prior

The net result of these strategies launching was over $100M in client assets under management

​

Brand Refresh

Brand Refresh

​

Niemann Capital Management is a tactical allocation asset manager. The firm was using outdated materials and needed to develop new, competitive collateral that would attract new financial advisors to work with the firm and their client to invest in the strategies.

​

A series of workshops were developed to identify the brand attributes and how to differentiate Niemann from their competitors. We identified that the website, brochures and other print materials needed new messaging along with a new look to achieve the competitive edge we were missing.

​

The brand refresh included:

Brand workshops and distillation process to get to core of the brand

Development of new voice, tagline and core messaging

Creation of new logo, color palette, fonts

Visual branding update that included marketing materials and new website

My Role

Collaborated with agency partners and brand team to distill, identify and finalize key brand components

Applied brand components to the new collateral suite and website redesign projects

Provided creative input in addition to the project management aspects of ensuring the project objectives and team deliverables were met

Managed new collateral design, print and delivery planning

Supported website ideation, development and delivery

Brand
Refresh