portfolio ul
TRANSCRIPT
Maria Rutland - Marketing Portfolio-
Maria Rutland Portfolioselected work that demonstrates:
Vision Execution Leadership Measurement
2
I am… a mission-driven marketer with a strong track record of architecting
integrated marketing communications strategy from the ground up –and then leading, collaborating, and executing to make that strategy a reality. I passionately believe that effective marketing communication has the power to:
Educate &Engage
Foster Collaboration & Connection
Empower Choice
InspireAction
I specialize in: Integrated Messaging Strategy for
Multiple Audiences and Complex Value Chains
3
Professional
Purchasers
Consumers
Industry
Associations
Schools Architects
Builders
Parents
Building Owners
Procurement
Professionals
Facility Managers
Designers
Retailers
Code Officials
NGOs
Specifiers
I specialize in: Multi-Channel Execution
4
Experience
developing/leveraging a
variety of channels to
communicate, connect, and
deliver content:
Website
Blog
Slideshare
Media Relations
Editorial Placements
Partnerships
Print/Digital
Advertising
Search Engine
Marketing (SEM)
Events
Webinars
5
search engine marketing
digitalprint
pr/media relations social media
I specialize in: Content Marketing
Examples: Content Marketing – Infographics
6
Manage development of creative
concepts, select stats for inclusion and
develop or approve promotional
strategies. Layouts executed by
internal designer.
Click here to view
Examples: Content Marketing – Whitepapers
7
Determine topics, serve as
marketing SME, review and
approve copy, and develop or
approve promotional
strategies.
Click here to view
Examples: Content Marketing – Checklists
8
Click here to view Click here to view
Examples - Training Development
9
Internal
Developed content for sales and other internal training programs and LMS courses
Customer
Developed content for customer training program and oversee delivery
Influencer
Oversaw development of print, presentation, and online accredited Continuing Education Units
Examples - Social Marketing Strategy
10
Directed strategy
for consolidation
of 22 acquisition
social channels
and launch of
ULE Facebook,
Twitter, LinkedIn,
and You Tube
channels
Click here to
view
11
Examples – Videos
UL Environment: At Every Choice Is indoor air quality important? Sure it
is. Here's why.
Examples – Published Work
12
Authorship includes bylined articles, as well as talking points, articles, and other messaging delivered by/credited to key executives
Are Greener Spaces Healthier Places?Environmental Design + Construction Magazine
Everything You Need to Know About Flooring Emissions and LEED IEQ Credit 4.3National Floor Trends
IAQ...After OccupancyEnvironmental Design + Construction Magazine
Decoding TransparencyGreen Operations Magazine - PG 32
Examples: Print Ad Creative
13
Examples of commercial and consumer ad/advertorial concepts created
without agency support. Personally developed concepts, wrote
headlines/copy, and selected images. Layouts executed by internal
designer.
Examples: Complex Digital Projects
14
Click Here to View Click Here to View Click Here to View
Sustainable Product Guide • Designed user experience, content
requirements, display paradigm and data
collection interface
• Execution performed by IT vendor
Interactive Healthy Home • Developed creative concept and
storyboards, authored all copy, and built
imagery requirements
• Execution performed by IT vendor
Interactive Healthy School • Developed creative concept and
storyboards, authored all copy, and built
imagery requirements
• Execution performed by IT vendor
In addition, I managed the design, content architecture strategy, SEO
and wrote all copy on the GREENGUARD Website
Examples - Events
15
Tradeshows Hospitality
Events Training
Seminars Webinars
Speaking Engagements
Press conferences
Direct 15+
events annually
including:
Examples: Search Engine Marketing
16
Lead strategic development of lead gen
landing pages – and Google AdWords
overhaul to deliver highest position in
Google results and highest conversion
rate in UL Environment history.
Click here to view
Key Accomplishment - Marketing Strategy
Alignment and Measurement Framework
Developed marketing strategy development system to align all tactics against key strategic goals and developed results reporting framework to foster continuous improvement.
17
Keys off 5- year business strategy and developed with input from public affairs, sales, and product management teams.
STRATEGY DEVELOPMENT
All investments based campaign/tactical activity is scored for strategic fit and tracked to ensure proper balance of effort and investment.
PLANNING ALIGNMENT
Web traffic, leads, opportunities, media mentions, SEM conversion rates, social media engagement, customer perception, outbound communications performance.
MEASUREMENT
18
Strategic Goals
DG- Demand Gen
CS – Customer Support
LG – Lead Gen
BE – Reputation & Relevance
Service
GG – GREENGUARD
EL – ECOLOGO
EPD – Environmental Product Declaration
ECV –Claim Validation
Ad – Advisory
Region
U.S. – United States
Can – Canada
EU – Europe
Asia – China, Japan, Korea
Audience
A&D – Architects and Designers
Cust – ULE Customers
Pros – Prospects
Cons – Consumer
P&I – Purchasers & Influencers (Facility
Managers, Code Officials, Gov’t, NGOs,
Professional Purchasers)
The following scoring/tracking tool is used to access and track strategic
alignment of tactical marketing activity.
ORANGE: Addressed
BLACK: Not addressed
Goals DG CS LG RR
Sector B F E J
Service GG EL EPD ECV AD
Region NA EU ASIA
Audience A&D Cust Pros Cons P&I
Timeline Q1 Q2 Q3 Q4
Key Accomplishment - Marketing Strategy
Alignment and Measurement Framework
Key Accomplishment – Launched Customer
Marketing Consultancy Program
UL Advance Green 19
Marketing material review
Customized certification Messaging
Certification launch promotion – social media, press release, etc.
Sales training
Access to Content
Developed and launched a customer marketing support program to add
value to services, increase opportunity for advisory engagements, and
leverage customers as brand multiplier.
Key Accomplishment – Acquisition Brand/Mark Transition
Overview:
• Brought together four acquisitions to transfer brand equity and managed market introduction of new ULE organization
• Transitioned more than 1000 customers to new certification mark system comprised of 70 different marks
• Managed to assure FTC Green Guides compliance
• Directed external awareness campaign
• Directed internal communication plan
Results:
87% of customers completed mark transition in first year of two year
transition window
23% increase in UL Environment's awareness ratings in market research20
