Projects
While the rest of my website is dedicated to my professional experience and certifications, I have an underpinning desire to use my marketing superpowers wherever they’re applicable. From time to time, that manifests itself in the opportunity to help friends, family, or non-profit organizations with brand management and marketing efforts.
Because these are also relevant, I share a select collection of these efforts below:
Crestwood Church Direct Mail Campaign
Crestwood Church was struggling to grow attendance and membership at one of their Richmond-area locations. Together, we aligned on a strategic omni-channel marketing approach which included direct mail pieces to be sent to a target audience of people who had moved within a 5-mile radius of the campus within the last 6 months. Importantly, we included QR codes on these DMs with embedded UTM tagging to understand the funnel from DMs sent, QR codes scanned, post-scan activity on their website, and ultimate visits to their location. From strategy to concept, design work to printing, data tagging to performance analytics, this project was a thrill to support.
H3 Photography Website Creation
My wife is a professional photographer handling both family photography and brand/product photography. As her client base began to grow, she needed to create a client-facing website to showcase her portfolio, generate leads, and deliver final assets to clients. After spending time understanding the type of brand she wanted to curate for her business, I built a website that captured the essence of a friendly, low-pressure, high-quality photographer to serve as her digital hub. Starting from scratch doing UX wireframing, this website now enables her business to share stories, showcase work, and connect with current clients and prospects.
Thriving Millionaires Paid Social Campaign
After publishing the book Thriving Millionaires, my co-author and I wanted to raise awareness through a marketing campaign. Because our budget was limited and because of the low CTM of social as a channel, I created a targeted paid social campaign aimed at two distinct audiences with two, equally distinct, messaging hierarchies. One focused on young professionals looking to establish a strong financial foundation and the other focused on older users who had young adult children. Running these two campaigns in parallel allowed us to gain learnings through multi-variate and A/B testing as well as across multiple audiences to optimize spend. During the duration, by employing data-informed optimization, the performance exceeded benchmark CTR.
I hope you can see from the sample of projects above that my love of marketing and brand management extends beyond the traditional 9-5 job. Working on brands that create real connection with people is truly my passion.