projects
Please note that not all of my work is displayed here, as certain projects are confidential and cannot be publicly shared.
Tales of The Next Frontier
Employer
Eaton
Industry
SMB / Education / Data Centers / Healthcare / Enterprise
Category
Project Management
Summary
The campaign strategy aimed at deepening audience understanding and engagement while highlighting Eaton's role in driving business outcomes across various sectors. Through audience segmentation, data collection, and storytelling, the campaign sought to personalize content for SMBs, Enterprises, Data Centers, and verticals like Healthcare, Education, and Retail. Leveraging insights into IT audience behaviors and cultural trends such as cybersecurity concerns and skill shortages, the strategy emphasized the importance of delivering value efficiently in a complex IT environment. The program structure included initiatives like "Tales of the Next Frontier," engaging content creation, CRM emails tailored for different audience segments, and drumbeats to maintain brand visibility and engagement with IT professionals. Overall, the campaign aimed to position Eaton as a trusted partner capable of addressing the diverse needs of IT professionals while showcasing its product portfolio's ability to save time, money, and reduce risk.
Quantitative Metrics
Takeaways:
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After years of successful campaigns for Eaton, expectations were high and this campaign exceeded them.
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Audience engagement was stratospheric, with more site visits than any Eaton campaign ever, which led to significant boosts in familiarity and a Net Promoter Score lift — a storytelling experience for the books.
Among our target audience:
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79% familiarity after Tales engagement a 21.5% lift compared to...
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65% familiarity from existing database audience
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3.1pt lift in aided awareness (30% higher than industry benchmark)
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7.8 pt lift in Net Promoter Score (144% increase from industry benchmark)
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Strongest email engagement from Healthcare & EDU segments
Digital media:
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42K+ clicks on our Tales campaign ads
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160,236 site views (more engagement than any other Eaton campaign)
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~2:06 mins average time on site
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2,101 new contacts from Demand Gen Emails + landing page
Key highlights:
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160,236 combined page views (all pages)
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114,602 page views from paid media efforts (78% of page views came from programmatic [Division D]) tactics)
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87% of traffic were first-time visitors
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Users spent 2:06 mins, on average, on the site 1,097 clicks to the Tales from the LP
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129 link clicks to product catalog
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153 form fills across the homepage and Tales pages
National Food Equipment Services
Client
National Food Equipment Services
Industry
SMB / Commercial Equipment Repair & Services
Category
Creative / Research / Branding / Email
Summary
Provided comprehensive branding services and graphic design NFES, a company specializing in commercial food equipment repair, including commercial kitchen equipment repair, refrigeration, and HVAC services. Responsibilities included creating a branding kit, designing marketing collateral, and implementing website edits to enhance NFES's online presence. Assisted NFES in maintaining its reputation for exceptional customer service and expanding its reach across North Carolina, upstate and coastal South Carolina, and southern Virginia.
