challenge and approach

challenge & approachAugust 9, 2015

Challenge #1: Educational Testing Services

ETS needed to change perception among among teachers,

administrators, and policy makers while increasing their brand value as a

thought leader in k-12 education.

Approach #1: Educational Testing Services

Create competitive differentiation for ETS through a content marketing

program that amplifies their brand values and frames ETS’ deep

understanding of k-12 Education in an approachable format.

Syllabus: NowContent Marketing Platform

Syllabus: NowDesktop Content Hub

Syllabus: NowTablet Article View

Syllabus: NowDriving engagement among administrators and policy makers around testing methods within a LinkedIn forum.

Syllabus: NowUsing Pinterest to drive engagement with teachers. This particular execution focuses on using creative methods to teach complex science topics.

Role #1: Educational Testing Services

Led the ideation process for the overall vision and strategy

Directed design and development of creative assets for all channels

Managed and directed creative teams (Visual design & UX)

Worked in conjunction with content strategist and copywriter for formulation of main idea and social activations

Acted as creative lead within team structure

Challenge #2: EMC

In order to maintain relevance as an innovative technology brand, EMC wanted to position themselves as a

thought leader among C-suite decision makers.

Approach #2: EMC

Create a content platform that speaks to the immediate challenges that

businesses will face in the next 5-15 years. Define these challenges through

5 consumer shifts that are occurring today.

EMC: Information GenerationMicrosite which introduces ‘Information Generation’, and EMC’s role in helping to inform about the current and future shifts apparent in business today. In addition, EMC provides access to the research documents which informed the theory behind each shift. The site begins with an introductory video that outlines the theory of ‘Information Generation’. The site consists of a homepage and 5 shift pages, as well as links to download the original research documents. The content was done in conjunction with a public relations firm. Creative assets were mostly sourced by the agency, while some limited assets were provided by the internal creative team at EMC. Images that are here on the comp are actually short time lapses of each environment.

EMC: Information GenerationArticle Desktop View

EMC: Information GenerationOriginal Pitch Idea

Role #2: EMSCreative lead for all client meetings

Developed creative and idea for original pitch that won the business

Managed and directed creative teams (Visual design, copy & UX)

Led the ideation process for the overall vision and strategy

Directed design, sourcing and development of creative assets for multiple channels and breakpoints

Ideated and developed social engagement ideas

Challenge #3: JP Morgan Funds

JP Morgan Funds has a very low profile among financial advisors, even

though they are the number one source of information that advisors use to guide their clients every day.

Approach #3: JP Morgan Funds

Create a purpose campaign that unites the financial advisors and the internal employees of JPM Funds in a singular mission. This campaign not only highlights the unique insights of JPM

Funds, but also leveraged dynamic news sources to drive awareness of specific financial products.

JP Morgan: Funds CampaignJanet Yellen Google Hangout

JP Morgan: Funds CampaignPortfolio Review

Portfolio Review

JP Morgan: Funds Campaign

JP Morgan: Funds CampaignPortfolio Review

Better Off

To discuss…. the 2 concepts we presented last.

JP Morgan: Funds CampaignTrending Now

Role #3: JP Morgan Funds

Creative lead for all client meetings

Defined concept in conjunction with a copywriter

Directed design, sourcing and development of creative assets for multiple channels

Managed creative teams (Visual design & Copy)

Ideated and developed social engagement and content ideas

Thank you for your time.