Blog : Examples of Work

Video Project Examples

Video Project Examples

There is something magical about seeing an idea you’ve worked on come to life. Be it a video, website, or event, it was in your mind and now it’s out in the world for all to see. Crazy right?

There’s the beginning stages of brainstorming and talking about what we want to see as an end result. Then starts the strategy and planning work on paper – the brand guidelines for the video, the goals, vision, and mission. Next it’s creating script outlines. This is the point that the project seems tangible to me.

Yet, that is really the start. After the outline is created the scripts are written and our baby idea is now a teenager and ready to go to the production company. The first cuts are always the most exciting and making sure that the vision we had is brought to life. There is always back and forth and that is the beauty of these projects. Every step of the way they are being tweaked, double checked, and discussed by the team.

Once live, it is time to market them. With the marketing strategy and plan being established in the beginning, it’s time to turn the plan on! While a whole other project, it all fits together.

This is how I love to work on video projects. It is so much fun teaming up with the production company, writer, and the client to bring projects like these to life.

ZAQ Aromatherapy: These videos were for 3 different purposes, for brand awareness, to tell customer stories, and educate customers on how to take care of their diffusers. The customer spotlights and how to videos were a big success on the product pages in increasing their conversion rates. Something ask yourself as you work on your video project is, why are we creating these and what does success look like?

 

 

 

Detroit Institute of Arts: With a passion for the arts, it was a pleasure to work at the DIA and collaborate on these projects. The Rembrandt video was in collaboration with Goodby Silverstein and Partners. While the other videos were produced internally to feature new museum objects and shows.

OREI Travel Adapters: How do you make travel adapters more interesting to consumers? You tell a travel story. For these videos we partnered with a travel blogger to showcase the top selling adapter for OREI. We also had videos that showed the product features and benefits. It was a combination of entertaining and educating customers that led to an increase in product sales.

 

Organizing Your Content for a Website Redesign

Organizing Your Content for a Website Redesign

A website redesign is a big project. There are many moving pieces and each one is so important. It’s the intersection of all those pieces that make it a success. The user experience, design, development, content and story are all a part of that.

To give you an example, I worked on a website redesign project for a state wide credit union and my role was managing the content for the new site. It was fulfilling work to collaborate with the agency that hired me and the internal client team. I was essentially filling a marketing lead role on the client side to help them complete the content. My primary team was the chief marketing officer, senior communications specialist, and agency project manager. So what was involved in the content process?

My goal is to give you a few tips for your website redesign and managing the content portion.

  1. Having conversations about the vision, mission, core values, and voice of the organization was key. This laid the foundation for the rest of the project. We had to know what the voice, story, and key messages were in order to write or rewrite pages.
  2. Doing a content inventory. Knowing what we had to work with was crucial to building our step by step plan for the launch.
  3. Revisiting the brand experience brief as we moved forward. This document covered the crux, context, insight, experience, approach, credibility, momentum, commitments, and how we’ll know we’ve succeeded for the individual campaigns that were being developed during this project. The brief asked questions like What is the central problem we’re solving? What in our audience’s world can we challenge or capitalize on? etc.
  4. As the content lead, I lived by the content master spreadsheet. It was a Google Sheet that was shared with the entire team and tracked page URL, page details, action needed, page job, subject matter expert, Google Doc link for final page, doc status and notes. This was the hub we worked from along with Basecamp for day to day project management.
  5. Know your process for content creation and editing. I worked closely with the writers, marketing team, and agency to assure the pages met our criteria (the page job and filling in the outline we created for each).

Best of luck with your own project! If you need help, feel free to send a note. I’d be happy to help and would love to hear from you either way:)

 

Examples of Work: Promoting a Worldwide Conference

Examples of Work: Promoting a Worldwide Conference

Our goal for the FoodTrekking World conference in 2017 was to bring industry leaders together and create economic opportunities where food and beverage meet travel and hospitality. The 3 day conference had inspirational and educational keynotes and opportunities to experience the food tourism industry in Portland. If you are curious what food tourism is, check out this page on the World Food Travel Association site. They are the organization who hosted the event.

I worked with the association president and fellow marketing committee members to create the marketing strategy and plan for the event. The committee worked together to implement it as well.

Marketing Strategy Outline:

  • Summary of the event and organization background information to make sure all committee members understood the who, what, where, when, and why details
  • Pricing and budget for the event and marketing
  • Vision and mission statements to guide us
  • Target market information for the foundation of the plan
  • Why attend – if we don’t know then how will our audience know why they should attend?
  • Keywords and phrases for the website, blog, and social media sites
  • Objectives and key results for the conference and marketing
  • Position – who else is in the market and how are we different?
  • SWOT of the conference
  • Key strategies and initiatives (content marketing and influencer outreach were a large part of this)
  • Marketing tools for reference (for example influencer outreach platforms)

Once the strategy and plan were in place, it was time to go to the conference and experience Portland for the first time. Prior to the start of the conference, the group took a food tour of the city. I also spent time with friends in the area and they showed me the beautiful waterfalls in the gorge. It was an amazing experience! I had the chance to work with an inspiring team and on a engaging and fulfilling project. Attendees were thrilled with the quality of the content and speakers and the event was a tremendous success. Here’s to the next FoodTrekking World!