Discover Vision Centers is a world renowned eye care practice known for being at the forefront of refractive surgery (LASIK Laser Vision Correction). Previous campaigns highlighted doctors and featured the tagline "Leaders in Eye Care, Experts in LASIK." As marketing/creative director, I played a key role in reshaping the brand message across traditional and digital initiatives. The new campaign featured LASIK patients in their chosen environment discussing how life has changed with clear vision.
TV / radio commercials, web videos with short Q&A, responsive testimonial website used as a landing page, print advertisements, and waiting room / in-clinic posters.
Created New Brand Voice & Tagline — Candid testimonials provided strong brand statements. Compelling stories discussed how vision correction has literally changed the way customers view life. I crafted the new tagline that pulled the common thread together: "Discover the difference." The key insight was that LASIK surgery helps you enjoy the details at home, work and play.
Designed / Launched DiscoverVision.info — A second website was created used as a landing page for digital advertising. I created the wireframe concept, established the site architecture for the site, and crafted all content. Hired and managed freelance developers to build and launch the responsive website.
Managed Freelancers & Production Team & Built Testimonial Library of Video & Photography — Captured several videos and photographs with each patient building a large stock photo/video library. Videos were used for several different purposes: 1) TV Ads in :30 sec commercials, YouTube: more in depth Q&A answers, Social: Bite Size Videos.
Marketing Collateral — I designed brochures, booklets, and flyers for internal marketing, print advertisements for local publications, and digital ads for online campaigns.
Example Customer Stories:
"As a young mom and an on-call nurse, I needed to make every day demands in my life easier. LASIK gave me the freedom that I needed."
"Before LASIK, I couldn't read the alarm clock or street signs...now my friends tell me I have MAGIC eyes."
"I'd worn glasses and contacts for 20 years. After LASIK, my life literally changed in 24 hours."
"LASIK helps me enjoy all of the little things in my life."
"LASIK has been life-changing for me. I see the world through different eyes...literally."
"I'm a wife, a mom, and a runner. LASIK gave me freedom and more time back into my schedule."
Slalom is a $500M global consulting company with over 2,500 employees, regularly recognized among best places to work. Analyzing feedback, the career development team knew they needed more emphasis on the paths available to its consultants.
Worked as extension of in-house team to provide brand coherence and style guide alignment. Collaboration included design strategy paired with content creation, design and development of internal marketing collateral including PowerPoint presentations, SharePoint assets, and graphic design for motion graphics videos.
Established Brand for Career Development — Worked closely with the team to build a brand called Slalom Grow for the onboarding and development programs. Developed style guide and vision board to portray the philosophy behind loving your career at Slalom.
Content Messaging & Graphic Design — Slalom is a company that doesn’t get hung up on titles. Consultants typically enter the company with a Consultant title and may never change. Helped the team answer the question “How am I growing if I never move up?” Collaborated on messaging to convey paths for growth and created names and illustrations for high level career maps.
Internal Videos - Worked with team to create design content for company wide culture video. Video utilized footage with CEO in combination with motion graphics video that addressed performance review process. Designed assets for motion graphics as well as storyboard for animator.
Summary: Viracor-IBT Laboratories specializes in delivering the latest diagnostic solutions for immunology, infectious disease and allergy testing. This project involved an entire rebrand after a company merger between Viracor and IBT Laboratories. Worked as an extension of in house marketing team to design and develop brand identity package. Ongoing projects have included everything from marketing and sales collateral, email templates, corporate brochure, welcome kit, event / booth displays, infographics and more.
Project: Two companies merged in 2009 to form a leading specialty diagnostics laboratory focused on immunology, infectious disease and allergy testing. Partnered with marketing team to develop brand identity for 1) Corporate and 2) BioPharmaceutical Services divisions.
Solution | Corporate: Developed design that incorporated the “Halo” from the company’s logo with an abstract double-helix wireframe, which then became the framework of all marketing material. Designed corporate brochure, folders, assay templates, business form templates, tradeshow exhibit displays, e-blasts, invitations, and more.
Solution | BioPharma: The BioPharma team was in need of leave behind material for their interaction with doctors and clinicians. Designed a booklet which showcased the history and innovation of the company and highlighted the broad range of services and tests that are now available. Designed BioPharma folder with inserts, case studies, and test menu. Also created various material for tradeshows with the BioPharma theme, including e-blasts, 1-page slicks, booth exhibits, podium wraps, template for research posters, pull-up banners, promotional giveaways, etc.
Design Themes: “Accelerating Medicine. One Result at a Time.”, “Accelerating Medicine. Bench to Market.”
Project: All Kids Fit
All Kids Fit is a Denver, Colorado company that promotes fitness and a healthy lifestyle for kids. Their focus is on building strength, flexibility, and coordination, not just sports. The owner wanted a look that was simple, clean and fun -- something that kids and parents would be proud to wear whether it was on a T-shirt or a stocking cap.
I designed a look that emphasized thick lines and geometric shapes while also giving a nod to the classic stickman. We created several different color combinations for the team to be stretched across a range of apparel.
Wielding a presentation clicker and talking to an audience is a huge responsibility. It's no longer good enough to present slide after slide of text and bullets. The fact that 65% of us are visual learners speaks to the idea that your audience wants and desperately needs to be engaged. There are also better ways to display information than pulling in clip art. Even Microsoft ditched their clip art gallery (read more on Microsoft Closing Image Gallery here).
I believe every audience is unique and the information you share with them should be engaging. It's about telling a story and taking them along for the ride. Presentations should wow and woo your audience, inviting them in and giving them a reason to stay.
These are just a few examples of Before and After slides.
Examining touchpoint opportunities inside the clinic, there were several areas to improve internal marketing efforts for current customers wearing contact lenses and eyeglasses who are potential LASIK candidates.
Created Internal Marketing Assets to Support External Campaign: Using the same patient stories we created for the Lifestyle Brand campaign, I designed a series of posters, brochures and one-page slicks that were displayed throughout the clinic. The internal marketing assets supported external advertising and allowed us to A/B test messaging for testimonials, financing, and other call-to-action prompts like "schedule a free LASIK exam."
GeekWire’s biggest event of the year occurs every December celebrating the region’s tech community, nonprofit groups and startups. More than 1,000 attendees grace the fun filled event where GeekWire recognizes Newsmakers of the Year. Cofounder Todd Bishop wanted to create something unique and memorable.
Our collaboration resulted in a custom identity with a huge fun factor and an original font design. The characters depicted diverse geeky hipsters in celebration mode. How often do you get to illustrate tuxedo tees and anchor tattoos? The new GeekWire Gala identity was carried across main website, event page, digital ad sizes, email marketing and the event itself.
The logo was so well received that it has since become the official logo of the GeekWire Gala.
Continued collaboration includes strategic consulting on sponsor partnership kit, web UI/UX and leveraging video as a marketing tool.
Water is something I'm passionate about. It's essential to life. Yet, more than one-third of the world's population lack access to sanitation facilities and safe water. I created this infographic to create awareness because the statistics are staggering. The ripple effect of living without sanitation leads to illness and death. For those who are surviving, they're still burdened with diminished opportunities, particularly for girls. Girls are often denied education because schools lack sanitation facilities required for them to attend. Instead, they spend the majority of their day collecting and carrying water (Source: unicef.org). In fact, it's estimated that women in these countries spend 200 million hours a day collecting water...just to live (Source: water.org).
To learn more about the water crisis and affordable ways you can help, ($20 can help build a safe water well through charitywater.org), check out one of these websites:
water.org or water.org/water-crisis/water-facts/water/
Info source used for infographics: water.org
Lab Week is an annual celebration of the 300,000+ laboratory professionals who work behind the scenes with little recognition but play a key role in clinical health care. Each year, these lab professionals perform and interpret more than 10 billion tests that contain life changing information.
Viracor-IBT wanted to recognize these super hero rockstars with an attention getting postcard & magnet. The request was to create a superman symbol with "LAB HERO" inside.
Designed the LAB HERO symbol in a superman-like emblem. Went above the original ask and created a lab hero character to truly resemble a super hero. The design exceeded expectations and was met with rave reviews by senior and executive team members.
Project: In 2010, the Stage Right Arts Foundation was formed to provide financial support to students in need, giving them the opportunity to shine through arts education. This was a great opportunity to support a project that I was passionate about. I knew the founders and was personally tasked to come up with an ad campaign that would help them fundraise and tell their amazing story. Donations help the foundation to award scholarships to eligible students covering the cost of tuition for musical theater summer camps and show choir programs during the school year.
Deliverables: Creative Direction, Video, Photography, Design, Content & Print Ads for Fundraising Campaign
Results: I worked with the foundation to capture heartfelt stories from students in the program whose lives had been transformed by their experience with the arts. Some were quiet and reserved and generally felt like they didn't belong until they found their creative outlet. Being involved in a supportive environment helped students find their voice--a stronger voice. Inspired by the similarity in their experience, I created a campaign called "Be Vocal" that spotlights what the arts mean in the students' own words. I took on the role of creative director to create videos, ads, web and social media assets.
To learn more about the foundation visit stagerightperformingarts.com. Donations provide direct financial support to students who might not otherwise have the ability to experience the performing arts.
7 Reasons Every Digital Marketer & Business Professional Should Participate in Hackathons
1. Time quilting - this concept was introduced to be my Chris Brogan and if you don't follow his blog, check it out here. Focus your energy on being more productive with free time that was once overlooked. Have the same Saturday routine? Mix it up and sign up for something that challenges yourself.
2. We live in a mobile age. Apps and other technology driven software is being developed so quickly it's hard to keep up. Working with a team to implement a product from start to finish helps you learn more about every stage of the mobile process including UI / UX, screen flow, version 1 features versus version 2, roadmaps, etc.
3. Keep up with the learning curve. Working with developers to build something, often in 24 hours or over the course of a weekend, teaches you things that longer projects can't. Sitting in close proximity to creative, tech and biz dev allows you to learn the very latest trends in developing and designing for mobile.
4. Perspective. As a productive team member, it's up to you whether you stay in your lane of expertise or explore new paths. Doing a little of both isn't uncommon. Rolling up your sleeves to do whatever the work requires gives you perspective into how your role effects everything else.
5. Perfect your pitch. Coming up with an idea and pitching it to a crowd you don't know takes guts. But even if you don't pitch on stage, shopping around ideas in an informal network setting is a great way to perfect your elevator pitch.
6. Meet new people from different industries. There's something to be said about working with perfect strangers toward the same goal. It creates synergy and can lead to amazing connections and friendships down the road.
7. Fail quickly. When you're developing a product under tight timelines you have to fail quickly. Rapid prototyping helps you discover failures in your gameplan so that you can listen, learn and adapt. Failure forces you to be creative so that you can innovate and move forward.
Worked with a renowned IT services company that provides strategic solutions to global businesses in vast industries. The client was holding an important partner summit with executive presentations pertaining to industry knowledge, company specific topics and sponsorship opportunities. They were seeking "an expert communicator with professional deck creation experience, familiarity working with video integration, presenting it in a seamless, creative way."
PowerPoint Presentations for Executives including CEO
Design, Layout, Icons, Infographics, Transitions
Condensing large amounts of data into consumable content
Partnered with marketing team to build and design PowerPoint presentations for the CEO and other executives. The goal was for the presentations to reflect their modern approach using icons, infographics and more compelling visuals to tell their story. I collaborated with the team offsite through various emails and all-hands conference calls. The day of the event I was onsite to assist with preflight, presentation practice, and to make any last minute changes needed.
Pandora is now the number one radio station in the Kansas City market. Unlike static digital ad display, Pandora users may or may not actively view the app screen. For example, if listening on mobile, the phone may be in the user’s pocket.
A/B tests are used to continuously optimize ads. I have selectively placed ads that can’t be skipped and also utilize premium display options to prompt higher interaction.
Brand Lab was created to apply the hackathon concept to businesses facing design, development or marketing challenges. The mission is to connect local business with local talent to create or enhance a local brand. The benefits are two fold: businesses receive direct access to local creatives; participants apply their expertise to a real case study while showing off their skills and competing for cash and other prizes.
Screenland Theatres, a blend of unique Kansas City theatres, was the first Brand Lab project. The purpose of the event was to help build a great local brand for "Screenland's Famous Popcorn," a new gourmet product offering. Screenland's goal was to sell their gourmet popcorn throughout the year during the corporate / gift-giving seasons.
The event drew design guru Aaron Draplin, Draplin Design Co., as a guest speaker and judge, as well as Danny O'Neill, founder, owner and "Bean Baron" of The Roaster Coffee Co.
Go above and beyond the typical photography logo, avoiding camera, shutter or other imagery.
The owner is a photographer AND an artist who has a very distinct look. I illustrated his self portrait to create a memorable logo with a more modern, artistic approach.
It's difficult to be the new kid on the block in an area like the notorious River Market in Kansas City. It's even harder to take over the space that was once the River Market Brewery. When Opera House Coffee & Food Emporium opened its doors they needed help letting the neighborhood know what to expect.
I worked with the owners to create more awareness through content that was fun, concise and to the point. I designed a post card and series of coasters that played off of song lyrics which were also the names of specialty coffee drinks, smoothies and shakes they offered (Pina Colada, Raspberry Beret, Sweet Emotion, Crazy on You). To be more cost-effective to the budget, Every Door Direct Mail via USPS was used to target certain zip codes. Also advised on social strategy as well as claiming google, Yelp and other local page listings.
Evaluate current positioning and messaging for vision correction candidates.
Conducted patient data analysis which revealed age shift in target market from Baby Boomers to Gen X / Gen Y. Partnered with local DJs to promote the first of its kind “Text for a LASIK Quote” campaign. Endorsements consisted of three key messages: 1) Affordability, 2) Convenience and 3) Text to receive a quote without talking to anyone. Resulted in $90,000 increase in first quarter sales.
Ask a doctor the average age of their LASIK patients and most will tell you that “the sweet spot is 40.” This statistic was true from the time the procedure was approved by the FDA in 1995 until ~2005. However, after studying patient demographics from 1995-2010, the average age had significantly reduced from 40 to 35 years old. The target market was no longer limited to Baby Boomers. In fact, the fastest growing demographic was actually 18-29 year olds or primarily GenX and GenY-ers.
30-45+ market: Continued current message which discussed experience, excellence and expertise of the surgeon. Traditional advertising methods used consisted of Network TV, Cable TV and Radio targeting this age demographic, as well as professional level print ads in local Business Journal magazines.
19-29 market: Worked with external agencies to develop a mobile media and texting campaign partnering with local Radio DJs of the top 10 stations to deliver a personalized testimonial. Spots had 3 key components which discussed: 1) Affordability, 2) Convenience and 3) Call to Action–just a Text Away. Also placed print ads in local magazine with younger demographic.
A customized dashboard measured LIVE progress of each broadcast throughout the day. Sophisticated tracking methods offered management the ability to remove under performing stations or negotiate advertising costs more aggressively with each station. During the 6 month campaign, thousands of leads were generated, as well as increased Website traffic, interactive web forms, and online appointment requests.
“Leaders in Eye Care, Experts in LASIK Surgery”, “Text [keyword] to [number] for your FREE Quote”
This was a test concept in producing affordable videos to supplement social media content utilizing stop motion photography. Integrating print campaigns with video for holidays or other messaging can be easily and affordably implemented.