I’ve got a case study for everyone: corporate, start-up, indie and nonprofit.
Global Network Marketing Company Needs Marketing Collateral for New Product Line
Challenge
Herbalife, a publicly traded global wellness company with $4 billion in retail sales, was launching a new skin and body care product line. Replacing an existing product line with new, scientifically formulated products required marketing collateral that gently phases out the older product line, articulated the product benefits, and provided simple talking points for sellers.
Solution
I provided the concept and copy for a range of marketing collateral including: flyers, signage, product descriptions, website copy, promotional emails, product labels, training guides, video scripts, corporate magazine articles, and more.
Result
The new product line became the best-seller in the personal care section, with retail sales topping $5 million.
A Start-up Focused on Women in Business Gets a Boost From Online Forum and Email List Cultivation
Challenge
An online community for women entrepreneurs, Sharp Skirts, was building membership – including an online forum and email list – from scratch. They needed a way to attract their target market with quality content that provided immediate value.
Solution
I provided the concept(s), copy, and community management. My efforts focused on intentional, sustained cultivation of forum members; for example, I created multiple online forum categories, including free and paid sections, with intriguing headlines and quality posts. Then, I implemented a bi-weekly e-newsletter rounding up the best of member forum posts, offering online forum tips, marketing a monetized consulting service in the sidebar, and that included personal sign off from the community manager.
Result
Online forum membership grew by 200% in four months. The email newsletter had a 40% open rate (industry standard is 15%).
Biography for Jewelry Designer Increases Sales and Generates Press Coverage
Challenge
Jewelry designer Jivita Harris-Casey had been in business for over a decade, and felt like she had hit a plateau with the growth of her operations. Her talent was evident and craftsmanship impeccable, but she wanted to reach more customers and receive press coverage for her work.
Solution
I provided my Traveling Biography package for Jivita. Over the course of three days, I spent time observing and interviewing her at her home, jewelry studio, and at a craft fair; in addition I interviewed multiple friends and family members for their take on Jivita. The final product was a 5,000-word biography delivered in Microsoft Word and in keepsake book form, as well as a custom usage guide for next steps.
Result
The biography experience changed the way Jivita marketed her business. Using storytelling to connect with her customers, she started an email newsletter and consistent social media posting, both of which resulted in direct sales. Jivita created a photo book composed of jewelry photos accompanied by the biography text; it offers another way for potential customers to interact with her brand at shows, and is a special gift for her top customers. Finally, an excerpt from the biography was used for a pitch to Entrepreneur magazine, which landed her coverage in their Indie Merchant Gift Guide.
Statewide Nonprofit Needs Annual Report Re-Branded and Written on Short Timeline
Challenge
A statewide nonprofit, the Texas Council on Family Violence, had an annual report on women and children killed due to family violence to produce. Due to staff turnover, there was extensive research, writing, and fact checking that still needed completing within an eight-week timeline.
Solution
After an analysis of both the work left to be completed and the previous year’s report results, I provided research (including interviews and coordination with state agencies), a new branded concept, report copy, and fact-checking.
Result
Annual report readership increased by 40% from the previous year. Press requests for interviews increased by 25% from the previous year.
