For over twenty years, I have been helping clients transform their sales and marketing programs with compelling, engaging stories that establish credibility while providing the right mix of emotion and facts to encourage action. You can take a look at my customer testimonials here, or read further to see the type of work I’ve done.
Specifically, here’s a look at some of my most recent projects:
The Stefanie Spielman Center/James Cancer Hospital and Solove Research Institute.
Stef’s Celebrate Life Tailgate raises thousands of dollars each year to donate to the Stefanie Spielman Comprehensive Breast Center for equipment. The challenge was to find a way to sustain the tailgate’s momentum throughout the year while extending awareness of the tailgate beyond Upper Arlington. Susan began by building content around the tailgate’s key milestones that occur throughout the year, focusing on key areas: event plans, updates from Drs. Farrar and White about the research and patient benefits of the equipment, and news about donations.
To execute the plan, Susan oversaw a website re-design that included a versatile blogging platform. Each story begins with a blog post that serves as a social media anchor to launch Mail Chimp newsletters, Facebook and Twitter updates. The first year the plan was implemented, the tailgate saw an increase of 25%.
GenCorp: Building on the success they had already achieved in satisfying customers in the demanding, competitive auto industry, GenCorp created a series of customer success stories, using them as the platform to build their marketing literature, including trade show literature, brochures, newsletters and media tour discussion points.
AEP: Turn “frustration” into opportunities for customer enlightenment. For example, AEP is currently transforming the way we consume an invisible vital commodity, into one we purchase proactively, through smart phone apps and “smart” appliances. To transform the customer from passive to proactive consumers, AEP asked for help in placing blog posts to educate consumers, linking to AEP explanatory videos, where readers learn how to change the paradigm and lower their energy costs.
Coca-Cola/America Is Your Park Campaign
The America Is Your Park campaign is a pathway for Coca- Cola to engage individuals in collaborative efforts to bring needed funds to America’s national parks. Since the campaign began in 2010, Coca-Cola has donated more than $1 million in recreation grants to provide needed repairs, new equipment, and infrastructure to our park system. Coca-Cola worked with Susan and bloggers to select a favorite park in Ohio. Coca-Cola supplied the “party.” The blog invited readers to create their own party at the park, by registering at Coke.com/Parks and linking their foursquare and MapMyFitness accounts. People logged daily fitness activities, attended field day events, and went outdoors to visit their local parks. Social media accounts logged more than 72,000 hours of activity and more than 1.4 million votes, and over $100,000 in grants for park upgrades.
With GPS navigation tools available in cars and Google Maps on mobile phones, AAA needed a way to show its value to its members. Susan was engaged to show AAA’s value, positioning them as a safety and information resource, and reliable service for young drivers. Susan conducted keyword research to find out what prospects were searching for in the area of auto safety. Several categories appeared, including booster-seat guidelines, teen driving, winter driving and road safety. Using this data, Susan created stories that appealed to parent’s need for information, while weaving emotional aspects of safety into the stories. Toddler seat selection was combined with the proposition about whether time-saving carpools were safe. Teen driving became a story about the gift of quality time spent with your teen. Weather reports were translated into safe driving tips. Reader engagement was created through contests and Facebook updates. In Ohio, the story reached over 68,000 viewers in on month.
This wasn’t a story about convincing consumers to pay more for energy efficient lightbulbs: This was about changing mindsets, and showing consumers that the choices they make today affect the world for our future children.
The Academy of Medicine of Cincinnati
Since 1857, TheAcademy of Medicine of Cincinnati has been the only professional advocacy group for physicians working in Hamilton County. Increasingly, their member physicians were turning to their smart phones, downloading apps to manage patient care. With no mobile-or social media platform in place, the Academy wanted to serve their members on their phones. Susan helped to create a mobile voice for the Academy. First, surveys were conducted to determine where members spent their time online, where they were currently getting news and updates, and what information they wanted to share, and with whom.
The key findings revealed that physicians were more interested in using social media as a way to interact with other physicians on peer-related reviews, research findings, health care reform and legislative issues. This allowed the Academy to build a peer-generated social media platform with key content that focused on physician member needs, positioning the Academy as a partner in supporting its members with the key information they needed to ultimately care for their patients. patient care, the Academy of Medicine stepped up to create a social media network to keep physicians informed of breaking health care reform updates, legislative issues and as a way to link physicians with other physicians and the community. Surveys were conducted to determine where members spend their time online, where they are currently getting news and updates, and how information is shared between doctors.
The more you move, the more it works. This was the science behind the Degree™ Motion Sense Technology release. Degree approached Susan to help create a campaign to educate women about the protection of their products, inspiring women to do more physical activity, and to create an online community where they could share their adventures. The Do:More challenge is about passion, dedication and defying the odds. By using regional blogs to promote a “move challenge,” readers learned how to log their “miles” into the Do:More Facebook page, to earn points for discounts on Degree products. Within two months, the zero likes on the Do:More Facebook page jumped to 900,000. In addition, the stories appear on the Degree blog, under the banner, “Meet the people who didn’t let anything hold them back,” with stories about the first time parachuting, mountain climbing or skiing. Long established as the celebrity antiperspirant company, this social media campaign effectively positioned the company as the everyday woman’s company that inspires women to do more.
Sales Cycle Content
Contributor to Ziff Davis IT Tool Box
Sterling Commerce had just introduced Gentran electronic data interchange software, entering a space already filled with leading EDI software vendors including SAP, Oracle, and PeopleSoft. Sterling Commerce needed credibility a path to reveal their successes to industry analysts. Plumbline1 created and managed a national media relations strategy and media tour to introduce Gentran to Gartner’s Magic Quadrant, Forrester, EMA, and trade writers at Red Herring, Information Week.
- US Navy Military Sealift Command
- Kiwi Brands
- Union Gas
- Service Merchandise
- Dunlop Tire
- Owens Corning
- Trade Compass
- Lechters Housewares
Brand Storytelling Presenter for Sundown Rundown.