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
 
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
Video  Production
Video Production
Niemann Capital Management is a tactical allocation asset manager. The marketing team set out to develop a series of videos designed to educate investors about the tactical asset allocation philosophy and investment process followed.
My Role
As the project manager, I set up the project plan, identified and secured the production company and developed the video scripts. I was onsite during the video shoots, edited videos with the production team and worked with compliance to ensure all regulatory requirements at the time were met.
 
Results
  • Drafted and executed 5 video projects
  • Developed email campaign to reach advisors and investor
  • Incrementally increased video views 
 
Video series is still available on YouTube:
Other project work includes email and content marketing, various website initiatives, podcast production and cross-functional team project delivery. Let's connect and I can share more with you.