lynn smith_portfolio

STRATEGIC PLANNING

BRANDING

KEY MESSAGING & TALKING POINTS

ADVERTISING CAMPAIGNS

MARKETING COLLATERAL & PREMIUMS

WEBSITE CONTENT & DEVELOPMENT

SOCIAL MEDIA

COMMUNICATIONS & COPYWRITING

PUBLICATIONS

PROJECT MANAGEMENT

FOCUS GROUPS & MARKET RESEARCH

SPONSORSHIPS & PARTNERSHIPS

GRASSROOTS MARKETING

COMMUNITY RELATIONS

COMMUNITY PRESENTATIONS

PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING

GRANT WRITING & REPORTING

Lynn Smith Let me introduce myself!

I am a marketing, communications and public relations

professional with extensive experience in strategic planning, brand

development, project management and community relations. With

all my projects I put the emphasis on the “strategic” planning

process to get the desired results, and believe that “getting out of

the comfort zone” and “thinking outside-the-box” are the keys to

success! The following project profile showcases the variety of

projects I have worked on.

Strategic Planning + Implementation + Results

Contact: (810) 423.2321 [email protected]

What’s UP Downtown—Changing Perception Project

Background:

Despite $450 million in development activity, the perception of the downtown Flint ar-

ea was poor. Even with the development activity, residents could not see past their per-

ception that the downtown area was crime infested, dirty and boarded up. In order for

the downtown area to be successful, the perception of the area needed to be changed

to a positive one, an attitude which would

encourage community support and business growth.

Challenges:

Funding for the project was limited as the developers were not willing to

provide additional financial support. The Ruth Mott Foundation stepped up to provide

funding but due to the small allocation it was apparent that community partnerships

and collaborations would be the key to the success of the project. The final challenge

was how to measure the community’s perception of

downtown Flint.

Components:

Community stakeholders were engaged to help with branding and marketing the

project and provide additional resources. The development activities were identified

within a one mile radius of the core downtown area and were marketed under one

brand showcasing all development projects. A grassroots approach was taken to

market the development activities by utilizing community influencers to spread the

word. Tours showcased the projects and provided an up-close view of the activity

while community presentations highlighted development activities. Media

partnerships helped promote the tours and development activity.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Outcomes

Perception of the

downtown Flint

area improved by

85% as a

result of the tours.

4,600 residents

participated in a

What’s UP

Downtown tours.

165 What’s UP

Downtown group

tours were

conducted.

The What’s UP

Downtown

project was

extended 4 years

because of its

success in

changing attitudes

of the downtown

Flint area.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT

CHANGE MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Flint Farmers’ Market Redevelopment

Background:

The Flint Farmers’ Market, owned by the City of Flint, had been a community

landmark for more than 40 years. With a fiscal crisis on hand, the city

announced that the market would close. The community was outraged that

the market — and a critical resource for fresh produce in the impoverished

areas in downtown Flint — would be closed. As a result of community

response, a local nonprofit organization took over management of the market

and began the process of redeveloping the market — putting life back into the

community landmark.

Challenges:

The budget allocated for marketing was only $10,000 requiring creative ways to

promote and market the farmers’ market. In addition, farmers and tenants at

the market were reluctant to participate in new marketing initiatives.

Components:

A new logo was developed for the market and integrated into all signage and

marketing materials—including the roof of the building. A marketing plan was

created focused on extending the marketing budget through community

partnerships, sponsorships and collaborations. Focus was made on media

relations utilizing several key media partnerships to increase exposure within

the community. A vendor cooperative advertising campaign was created to

extend the advertising budget and spotlight market vendors. In addition, events

and programs were created to draw traffic to the market.

Outcomes

More than 300

residents attended

the Take Back the

City cleanup effort

at the market.

Traffic to the

market increased

more than 2x

within one year.

The Flint Journal

featured a

bi-weekly article

showcasing

market vendors.

The Flint Farmers’

Market received

several national

awards since the

redevelopment

efforts began.

Logo by Olmsted Associates

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT


SPONSORSHIP & PARTNERSHIPS


COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Cultivating Our Community Beautification Project

Background:

The Ruth Mott Foundation is part of a family of community foundations

cultivated by C.S. Mott — a pioneer in the automotive industry. The foundation

wanted to develop a community beautification project for Flint, Michigan in

celebration of the 100th anniversary of General Motors. The project would be

managed by Keep Genesee County Beautiful — a program of the foundation.

Challenges:

The challenge was to develop a project which would have a significant impact

on the community, engage the entire community, and be sustainable.

Components:

Prior to receiving funding for the four year project, research was conducted to

identify best practices in other communities as well as engage local community

stakeholders to get their involvement in defining the beautification project. A

brand identity was developed, audiences were identified, and key

messages related to those audiences were created. Next, marketing materials

were produced along with partner and media guides to provide project

information and background. A communication strategy was created to identify

audience messaging at different stages of the project. Community

engagement was critical for the project and one-on-one meetings with

potential project partners were conducted as well as community presentations.

In addition, media related events were planned at key milestones in the project

and public service announcements were created to increase project awareness.

Design by Weaver Designs

Outcomes

More than 40

business and

groups have

adopted a

Gateway.

18 gateways were

planted within the

city, 8 in outlying

communities and 5

at local schools.

More than 100

partners and

sponsors are

supporting the

program using the

plant palette.

767 volunteers

spend 2,838 hours

planting 11,758

plant materials

within a 6 week

timeframe.

Shelter of Flint Rebranding

Background:

The Shelter of Flint, Inc. was an organization supporting several programs

aiding families struggling with the lack of housing. Their programs ranged from

emergency housing for domestic violence victims and transitional housing for

low income families to supportive services for families without permanent

housing.

Challenges:

The organization did not have the funds to support the development of a new

logo.

Components:

The existing logo was enhanced and the positioning statement —more than

just housing — was incorporated. Key messaging and talking points were

identified for each of their audience segments. In addition, a new website was

developed.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Design by Gramling Creative

Old Logo

My Garden Swap Personal Blog & Website

Background:

My passion is gardening—making yards into gardens that promote beauty and

relaxation. Part of the enjoyment is sharing and networking with other “green

thumbs” or new gardeners.

Challenges:

Having never built a website from the ground up was a challenge and time

consuming.

Components:

A brand was developed for a website which would also serve as my personal

blog. Turnkey marketing ideas were incorporated into the website to provide

inspiration and ideas for gardeners to swap plants with other garden

enthusiasts in their neighborhoods and communities. A Pinterest account was

affiliated with the website featuring garden topics including vertical gardening,

roof top gardens, garden inspirations and more. In addition, a Twitter account

also provided opportunity for social interaction.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Logo by Ciara Bird

Ruth Mott Foundation Trustee Report

Background:

Twice per year a trustee report was prepared which required extensive work by

the staff of the Ruth Mott Foundation. When completed the report filled

several three-inch binders. The new executive director wanted to simplify the

process, content and size of the report.

Challenges:

Educating the staff on the concept that “size” doesn’t necessarily mean

“better” was critical. The intent was to provide the “needed” information

in a concise easy-to-read format while stressing the staff’s thoroughness in

analyzing the community’s needs, evaluating grant requests, and

recommending grant funding.

Components:

A brand was developed which was used throughout the publication

to emphasize the five grant considerations that were used in evaluating grant

requests—inspire, collaborate, sustain, engage, respect. Content was

streamlined, info graphics were developed, pull outs were incorporated, and

charts were standardized to improve readability. Focus areas were identified by

color and branded using relevant photography for each focus area. In addition,

fact sheets were created to summarize the key information within each focus

area.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Se-va Brand Development

Background:

This startup company was developed to help local schools and nonprofits

generate funding for their programs through consumer purchasing power. The

membership driven program would allow consumers the ability to donate to

the school or organization when purchasing foods, goods or services. For

businesses, the program would provide an opportunity for businesses to be-

come more engaged in the community and develop customer loyalty.

Challenges:

The business owners wanted to use the Sanskrit hand symbol for the name of

their new company and emphasize that the company and its mission was to

give back. The challenge was educating the public on what the word “Se-va”

meant without getting too detailed. In addition, because the concept was fairly

new and there were several audiences that needed to be communicated to,

the key messages and explanation of the program was complicated.

Components:

Key messaging was developed for each audience sector. Info graphics were

created to explain how the giving concept worked. A website was developed

along with marketing collateral including a sales presentation folder, folder

inserts and trade show materials. Because the company was new, a brand guide

was developed to help educate employees on the company and its brand.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


Design by Ciara Bird & Reema Patel

Salem Housing Rebranding

Background:

Originally, Salem Housing was a program of Salem Lutheran Church. Over the

years the program changed, its focus expanded, and its direction moved

beyond the church’s platform. Although they were one of the community’s

resources for homeless families and potential homeownership, the

organization’s name did not reflect their mission.

Challenges:

The organization was faced with a very low budget and their staff was limited in

their marketing abilities or their time to devote to it. The budget did not allow

them to replace stationary, posters and signage at one time therefore it was

decided that the existing logo would be enhanced so they could maintain a

somewhat consistent branding while they transitioned materials to the new

logo. Last, their messaging was confusing and lacked focus.

Components:

The logo was updated utilizing some of the key graphic elements and colors of

their existing logo. Next, a positioning statement was created for the logo which

would identify their mission. Key messaging was identified for each audience

sector along with audience specific brochures. Marketing collateral and a

website was developed. In addition, a brand guide along with marketing

templates were created and training was held for staff to help them understand

the basics of marketing.

STRATEGIC PLANNING

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING



Old Logo

Crim Fitness Foundation Community Health & Fitness Assessment

Background:

Crim Fitness Foundation was a newly formed program of the Crim Festival of

Races—one of the premier races in Michigan attracting runners internationally.

The foundation’s tag line — we’re more than just a race — emphasized the

organization’s positioning within the community to help address and take

action on healthy living issues.

Challenges:

The name “Crim” had long been associated with the festival of races and its

new direction was not well known, or embraced, in the community. In addition,

the community’s resources for healthy living were not well known and a

community collaboration dedicated to improving healthy living was not

organized.

Components:

Community research was conducted to determine those organizations within

the community who were addressing healthy living. Market research was done

to benchmark national, regional and community efforts to improve fitness and

health. In addition, email research was done to determine the awareness of the

Crim Fitness Foundation and to benchmark the attitudes for healthy living

within the community.

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SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


University of Michigan—Flint Public Education Plans

Background:

The University Outreach department at the University of Michigan—Flint was

engaged in several community initiatives. The department was working with the

Genesee County Community Water Quality Consortium in conducting research

on the awareness of storm drain systems within the community and their effect

on the water systems. In addition, the department was collaborating with the

Children’s Hospital of Michigan Poison Control Center on reducing poison

incidences and deaths in mid-Michigan.

Challenges:

Both initiatives included grant funding for marketing and communication

strategies specifically focusing on community education plans. The goal of the

water initiative was to educate the community on the importance of the storm

drain system in protecting the waterways in the community. The goal of the

poison prevention initiative was to educate parents and caregivers in

impoverished areas within Genesee County on the dangers of poison products

in the homes.

Components:

In both projects branding was developed, audiences identified, and key

messages created. Communication strategies were focused on communication

channels and the appropriate marketing collaterals were created. Media

partnerships and events helped create awareness for the issues and educate

the public.

STRATEGIC PLANNNG

BRANDING





SOCIAL MEDIA


PUBLICATIONS

PROJECT MANAGEMENT




COMMUNITY RELATIONS


PUBLIC RELATIONS

MEDIA RELATIONS

EVENT PLANNING


lynn smith_portfolio

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