° LOVE TEA AND COMPETITIVE DIFFERENTIATION
The startup consumer tea products vendor Love Tea was seeking a way to succeed against larger, established competitors via SEO. I researched the digital footprints of the daunting competition. My research demonstrated possible paths to achieve differentiated brand positioning, via SEO. Namely, in light of large, broad competitors, the best path forward (for SEO, messaging, positioning and branding) was to focus on a niche, with worthy consumer search demand, which competitors were not focused on and did not own mindshare. Starting from no web traffic and no established consumer purchasing or recognition, this was the most successful path forward. To see Jake’s competitive web analytics research, please visit the slide presentation to client here.
° T AND S LAW FIRM: NUMBER ONE ON GOOGLE
In late 2011 T and S Law Firm was seeking a new website with a new domain name and new, strategic SEO. Starting from scratch is always a daunting exercise in SEO. I started with a strategy meeting with the client representatives to identify what they feel they offer and what terms are important to their services and industry. From this meeting we formed a list of important keywords, and I ran them through keyword analysis tools to identify search demand and competition. Upon approval I implemented the major keyword phrases in the client’s site code, in search engine tool accounts and client site and local profile copy. The result? The number one Google spot for preferred keywords – surety law Atlanta – for six months plus.
° ARTISTIC DENTISTRY OF ATLANTA: FROM 0 TO 20 POSITIVE REVIEWS IN 3 MONTHS
In mid 2011 Artistic Dentistry of Atlanta was seeking clear, communicative channels for customers to post reviews. Like many companies, this small office did have a Facebook page and came up in searches like Google Places/Maps and Yelp, but had incorrect and incomplete profiles and no reviews. After doing strategic keyword research with the office, and settling on differentiated positioning keywords for service descriptions, I utilized these keyword phrases in numerous local channels’ profiles, with logo, photos, URLs, etc. I also developed the Facebook page, with client logos, photos, keywords, services and vanity URL. The result? The client went from no online reviews to 20 positive, quality reviews (across social/local channels and Facebook) within 3 months. Care to read more?
° SEO RESEARCH & STRATEGY FOR A GROUP OF HEALTH/EXERCISE CLUBS
In early 2012, a brand of health/exercise clubs (Metro Atlanta branches) hired me to setup web analytics reporting for website traffic and search engine results. I started from the outside looking in, using web and SEO analysis tools to gauge website traffic, inbound links and potential search crawler barriers. Noting a great reduction in search engine traffic over time, I was able to identify sources and solutions. I provided the recommendations, implementation schedule and consultation to improve their search engine based referrals (representing almost 50% of visits to website) better than ever before. See Jake’s recommendations for website network modeling resulting from that research.
° PRODUCT FAMILY BRANDING AND PROMOTIONS
A family of transportation technology products required brand strategy, facelift and cohesion. I researched competitor brands, message and strategies to drive new creative for these products. I directed and wrote copy and image for campaigns and brand identities. As result, brand-name related web searchs increased 24-26% year over year for two years and web-based sales leads increased 30%. See the branding case study pdf.
° WILEY ENGINEERING MARKETING PLAN
I created brand identity and literature for Wiley helping its transition from $500k revenue start-up to current $1.5M. The client claims literature and branding have lifted sales conversion 10-15%. And when Wiley considered going into software for beverage engineering, I worked with a team to conduct marketing analysis and form a launch plan. Working with client and industry financials, we were able to show opportunity for the product. Consequently, Wiley Engineering has formed long-term goals to migrate into software. See our delivered marketing plan pdf.
° TRADE SHOW CAMPAIGN CREATIVE DIRECTION
A transportation technology company wanted a creative, attention-getting campaign for an important trade show event. Sales wanted promotions and attraction that would bring crowds to the booth and generate leads and conversations. I brainstormed, creative directed and wrote copy for a successful campaign which Sales estimated achieved 35% more leads than the previous year’s event. Read the campaign pdf case study.
° CORPORATE SOCIAL MEDIA, WEB HUB-&-SPOKE MARKETING
A transportation technology company was seeking guidance regarding social media and its potential impact on the company and brand. As manager of marketing/creative, I proposed social media plans for the company. We began communicating in LinkedIn, Twitter (I tweeted and retweeted industry beneficial content) and I regularly monitored web analytics for our social media impact. As result we reached 350 quality, industry-specific Twitter followers in first quarter. And starting from near zero in Q3 2009, we achieved 330 website referral hits from social networking sites within six months. These site visitors in turn were fed into our increasing lead-generation pool of sales prospects.
° SAVANNAH COLLEGE OF ART & DESIGN ALUMNI: ENGAGEMENT & SOCIAL MEDIA
SCAD wanted to grow involvement and visibility in Atlanta Alumni. I began working directly with the Atlanta campus Alumni Relations Manager in 2010 and I created new, monthly events driven by surveys (as opposed to only quarterly events previously). I created regular strategic hub-&-spoke marketing communications driving Alumni to the Facebook Group (with increases in joins and positive comments there). Events have achieved 25% attendance growth, last up to four hours, and draw Alumni from as far as Tennessee. I am the chapter president and am currently building a Chapter Board.
° ENGINE 5 Co.: CREATING STRONG TECHNOLOGY BRANDS
For two years (until the 2001 dot-com fall out) I co-owned a firm creating brand identities and messaging for small tech companies. The firm successfully served 12 client corporations and sub-brands. In first year, the firm averaged $29k revenue per customer. See the self-promotional website and portfolio I created for Engine 5.
° T-MOBILE SALES INCENTIVE PROGRAM
T-Mobile’s subsidiary came to my firm seeking a themed sales incentive program to increase new sales. I directed creative and hired a freelance advertising copywriter. As result the client added 667,400 net new subscribers in Q4, 2001. Contract additions (as opposed to lower retention pre-paid) amounted to 583,000, or 87% of total additions, compared to 368,000 contract net additions in the third quarter.
° NATIONAL ENVELOPE COMPANY INNOVATIVE PRODUCTS BRANDING
National Envelope Company’s subsidiary had technologically inovative product concepts and came to Cobalt Design Group in 1999 seeking brand identities and promotions. Cobalt (my employer) in turn entrusted me to concept and oversee production for new, specialty product branding such as BoxPak expedited/overnight envelope package. These product line brands were successfully launched and the client grew over next six years from 900 employees and six manufacturing facilities, to 4500 staff and 22 facilities.
° BRAND IDENTITY GUIDELINES
A well-known industry association had been conducting industry education for years but lacked a strong, cohesive, branded image and messaging. Without these, it risked losing awareness and recall among its audience. I created a brand identity and wrote stylistically consistent themes for conferences. Contact me to see the brand guidelines and strategic brand research I directed and developed.
° AFC ENTERPRISES CREATIVE PROJECT MANAGEMENT & EXECUTION
AFC Enterprises sought to grow and retain its franchise membership through marketing and PR promotions (such as kits and newsletters). They came to Cobalt Design Group who in turn entrusted these projects to me for creative and project management. I worked with AFC contacts and freelancers to identify project needs and objectives. As result AFC increased quantity of franchise commitments consistently, from 1,600 in 1998 to 1,930 in 1999 and 2,290 in 2000. During that time franchise revenue also increased as share of total, from 12% to 15% to 18%. One newsletter series also won three Phoenix PR awards. See a sample of my creative direction work for AFC.
° THE VIRAL GREEN: The IT Industry and Green Web Marketing
My masters’ final project/thesis explored the triangular relationships between viral and Web 2.0 marketing strategies and promotions; the IT programming industry; and green marketing. A consequent zealous convert, you can find me on all major social media sites.Open the independent study project pdf.
° COMPETITIVE STRATEGY WEB AUDITS
I highly encourage strategic web audits of online competitors when defining one’s branding, website marketing or SEO strategy. Read more on my approach and see sample website audits.
My work experience has been full enough to include marketing management, web marketing strategy, project management, web analytics, search marketing, social media, advertising, creative direction and art direction in industries such as software/technologies, start-ups, telecom, education, food and beverage, restaurant, retail, logistics and flooring. For more info, see my portfolio samples, or to access more such success stories and information let’s connect and plan a meeting for my portfolio discussion.
