COVID Vaccine Campaign
Talk about an opportunity to really make a difference. I was a writer on the national COVID Response Campaign for eight months. It was fast-paced and included broadcast, print, digital and social. Strategy and creative were driven by the number of cases, new variants, new vaccine approvals and availability, and how the nation was feeling at that time.
This is probably one of the most meaningful campaigns I've ever been a part of.
Rebrand, Brand Story, Packaging, Brand Voice
As heard in a local dairy aisle.….“My mom came up with the words on the Shatto milk bottles. You should read them. They’re really funny.”
Shatto Milk Company is a lovely, small, family owned and operated dairy farm located outside of Kansas City, Missouri. And because it's small, they didn't have a big budget for advertising so the goal was to get the biggest bang for their buck.
I wanted to create a brand voice that was simple, authentic and captured the benefits of this milk that is literally produced from a farm not too far away from your friendly, local grocery store. Since that time, Shatto has grown from 80 to 500 cows and has a loyal following. My daughter included.
Kids who are diagnosed with ADHD deal with all kinds of feelings – from shame to constant fear of failure.
These online videos explain the symptoms in a relatable way. They also give those affected by ADHD permission to stop blaming themselves.
IAC (Internet Advertising Competition) Awards 2018 – Best Pharmaceuticals Online Video & Best Of Show Online Video
New Campaign – Repositioning
The United Way of Greater Kansas City does so much for so many. They are connected to nearly every charitable organization in the metro area. Nearly everyone in Kansas City in some way has been touched by our local chapter. Because United Way is involved in so many charities, it was difficult to effectively communicate what they did. We knew we needed to simplify our messaging – make it relevant and show the audience how their contributions were working.
We connected the UW community efforts and services to the “causes” they helped. United for Literacy, United for Well-Being, United against Poverty, and United for Career Readiness became those platforms. Creatively, the strategy was to demonstrate the need by putting the viewer in the shoes of the less fortunate. It's easier to identify with the problem, if you become a part of communication.
New Sponsorship Campaign
Unbound helps people who live in poverty create self-sustaining opportunities for better lives.
Formerly the Christian Foundation for Children and Aging, Unbound gained sponsorships through church and social gatherings. This grassroots approach worked well but as the need grew – helping more people in more places (they’re currently in 21 countries) they added this campaign to their efforts to broaden their reach for a new audience.
Unbound is not a let’s show flies on babies type of organization. What I quickly realized while working on this campaign is that there’s so much more to sponsorship than opening your checkbook. You’re opening your mind and heart and before you know it you are not the giver, you are the receiver.
Website Makeover
Alka-Seltzer is a tried and true antacid that gives people permission to indulge. Eat that chocolate cake at 10 pm. Drink that red wine. Make some cool science experiments with your kids. Alka-Seltzer embraced this notion for their website and I was asked to write like I was talking to a no nonsense mom. It came naturally.
Announce A New Exhibit
The Smithsonian added a new exhibit at the National Museum of American History in Washington, D.C. titled America on the Move. The exhibition explores the role of transportation in American history by bringing ships, trains, trucks and automobiles back to life, or more accurately, back to history. The idea was to show how far we had come in the world by combining the old with the new.
Awareness and Donation Campaign
Great Plains SPCA is a No Kill shelter where all animals are loved and created equally until their forever homes are found. Everyone wants puppies and kittens. Sometimes it takes a while to place the older animals or the less wanted breeds. It takes money to take care of them.
This creative shows the good things money can do and that mutts really are special and unique.
Belfonte is a beloved local dairy company that was started in 1985 by a man who loved ice cream. It is still a family owned and operated business. Their products are sold in grocery stores in their home town, Kansas City, Missouri and the surrounding metropolitan area.
They came to us to help them increase awareness, stand out from the national ice cream brands and generate more customers.
Local.
Ice cream.
Two things everyone can get excited about.
Which is why we created the “Homemade Campaign.”
Simply put: Through social channels and in-store, we invited people to create their own homemade commercials.
This campaign included digital, in store, television and out-of-home.
Sales increased during the ice cream season this campaign ran and there was a new buzz about the Belfonte brand.
Packaging, Brand voice
Virtuous Living was a start up company that began in the head, heart and kitchen of a mom. Her family was affected by Celiac Disease. She believed they shouldn’t have to give up taste because they were gluten intolerant. Luckily she decided to share her gluten-free, organic food spices to the world. What started in her kitchen has become a widely-distributed retail product and is now available at Whole Foods.
Acquisition Campaign
Through an email and text campaign we sent people (okay….millennials) who were procrastinating or just plain not signing up for health insurance to a microsite. Once there they were greeted with skyping moms full of advice and guilt…oh, the guilt.
Even though the government insists on it, some people still don’t think they need health insurance. We thought we should give them a special card for that and include the benefits of being uninsured.
It worked.
This piece was tracked with a unique URL, resulting in a .4% conversion rate to application.
New App Launch
Wouldn’t it be great to have your personal trainer with you all of the time? PerFit Training App was created by Prairie Life Fitness – an upscale health and fitness club.
The goal was to market and promote this new PerFit Personal Fitness Training App to those interested in accessing a tailored workout but struggle with gym access due to the limits of time and place. The concept emphasized the convenience of training wherever and whenever you want. To engage people, we created environmental graphics within the facilities, leveraged the fitness center’s social channels, and built a website that is more than a jumping off point to the App Store.
Season Campaign
The Nebraska State Fair had been going on for 125 years. That’s long enough to create some pretty great memories. Through local media we reached out and asked folks to share their Nebraska State Fair stories.
Awareness Campaign
Safe water changes lives. Water Partners (water.org) brings safe water and sanitation to people around the globe. Using existing footage, we wanted to generate donations by showing the great lengths some people go for something we take for granted every day.
When your kid hits their senior year in high school: cue the collateral party in your mailbox. I had the opportunity to write this "look book" to potential MU students and their parents.
My son just happened to be a senior at the same time I was working on this project. It was great therapy for the both of us.
