Aflac was sending highly successful, yet expensive, three-dimensional direct mail packages to their target audience. Looking to reduce costs while maintaining conversion rates, I led and developed integrated, multi-touch, B2B campaigns across all supplemental insurance lines that cut costs by 63% and improved the conversion rate by 43%.

The work earned the client 8 industry awards and significantly increased ROI 305% YOY.

Creative: Direct Mail, Email, Landing Pages, Print, Sales Collateral

Greenpeace was struggling to maintain their monthly donor base. A new series of welcome emails was recommended to improve donor retention. The test approach was an 8-week triggered email stream to 50% of new monthly donors, with a goal to reduce churn by 2.4%. The test exceeded the goal reduction in churn rate by 3x over.

Creatively, the emails were overhauled, giving them an updated look that aligned closer to the website and gave new donors a true introduction to their brand. In addition, I lead and developed creative in other channels to help elevate their communications to new donors.

Creative: Email, Landing Pages, Direct Mail, Print, Social, Display

Logan's Roadhouse was looking for a summer promotion campaign that would drive sales after cutting all advertising efforts for the previous four months. The campaign theme, Summer of Steak, was developed and implemented over a three month period which featured a different offer every two weeks. Offers were sent to members of Logan's frequent dining program.

Creative: Display, Landing Page, Email, Social

DRUM Agency went through a rebranding after acquiring offices in Atlanta, New York, and Chicago. I led the development of the brand, while working with an internal creative team to execute all deliverables within a condensed time frame. From initial logo design to full website development, we launched in three months.

Creative: Brand Development

HD Supply is an online distributor that provides a large inventory of products, as well as repair and maintenance services, to a wide variety of industries. I led the creative strategy, art direction and copy writing for an on-going, integrated eCRM and direct mail program. Most of the work served up dynamic content across three audience segments, based on past behavior.

Creative: Email, Direct Mail

Decluttr was a new company, founded in the UK, but interested in building brand awareness in the United States. Not only was the brand unheard of, so was its category of interest — re-commerce. Decluttr allows consumers to sell their used DVDs, CDs and video games through an easy online process. A series of extreme personalities were created to help garner awareness and present the brand in a fun and memorable way. Throughout the campaign, cost per trade decreased by 47% and improved week over week and response rate increased by 13%.

Creative: TV, Digital Advertising, Web and Mobile Development

DRUM Agency had a long standing relationship with this financial client, running high-volume, integrated B2C campaigns across multiple product lines. For two years, I helped lead and develop creative on various projects.

Creative: Product Positioning, Brand Development, Email, Direct Mail

For this planned giving focused direct mail program, advanced data analysis and predictive modeling were used to identify new factors, outside of traditional criteria, that result in planned gifts.

Leveraging existing donor data, statistical models were built that identified factors that increase the likelihood of both a donor responding to direct mail and making a planned gift.

Testing was implemented and predictive modeling outperformed the control cells, resulting in a 32% increase in response rate.

Over the years, the direct mail program expanded into a multi-channel approach, where we continued to see lift in lead generation for this client.

Creative: Direct Mail, Social, Email, Landing Pages

A lead generation campaign was developed to provide support for local Briggs & Stratton dealers for GE Generators. The campaign employed geo-fencing solutions, offer testing, and hyperlocal media tactics, and ran in markets that had a high propensity for seasonal bad weather.

Creative: TV, Direct Mail, Print, Display, Social, Landing Page

Arby’s wanted to test pilot a loyalty program to increase new and existing customer engagement. I helped develop the program from the ground up, as well as creating the look and feel for all marketing materials. During my time on this account, I also led B2B creative work for the Market Fresh catering division.

Creative: In-store Display, Landing Page, Direct Mail, Display, Print

Looking to engage a younger audience, J.P. Morgan wanted a more digital first approach that Advisors could utilize when speaking to new clients about private wealth management. I developed a suite of tools that mapped out a communication stream, both online and offline, creating a customized experience for each prospect. This included a robust, digital portal that the Advisor could curate content for, based on the client’s potential needs.

Creative: Campaign Development, Email, App Development, Print Collateral, Video

Wounded Warrior Project wanted some new social ideas that would stand up against all the political clutter of campaign season.

What's Your Freedom Worth, was a concept I had for a campaign that gave donors a very tangible way of how they could make a difference in the life of a Wounded Warrior. By contrasting a gift amount against a startling statistic, the campaign sets up the veterans' sacrifice, and asks the donor for a designated contribution to help. This approach also presented an opportunity to show the many ways that our service men and women are impacted, outside of physical injuries.

Creative: Social