About: This step-by-step guide maps out the action items that IT and physical security teams must complete and account for during new deployments. Specifically, the intricacies of setting up secure and compliant IT and physical infrastructures in new locations.
About: This buyer's guide explores the current landscape of physical security, highlighting what businesses need to look for when evaluating possible VMS solutions.
About: This how-to guide provides context about machine learning’s place in ediscovery, how Clustering and Predictive Coding work, and four specific steps during review where machine learning can have a tremendous impact.
About: This eBook details 11 practical and distinct techniques that can help legal professionals cut document review costs.
About: This eBook provides an intro into marketing attribution.
About: This seasonal guide provides best practices and tips for holiday marketing campaigns.
About: This white paper provides context into the state of advertising and marketing technology.
Keywords: Front Desk Software
About: A general overview of front desk software: what it is, how it works, and common use cases.
Keywords: ITAR vs. EAR
About: A breakdown of the key differences between International Traffic in Arms Regulations (ITAR) and Export Administration Regulations (EAR).
Keywords: Workplace Analytics
About: A deep dive into how a workplace management platform can make it easier to capture, understand, and leverage data about your office.
Keywords: Security with an Integrated System
About: A recap of Verkada's panel discussion with security and operations experts from Canada Goose, Camping World and McLane.
Keywords: Discontinued Ediscovery Software
About: An intro into the implications and risks for legal professionals when their ediscovery software is discontinued.
Keywords: SEC’s New Data Breach Disclosure Rules
About: An overview about the SEC's new data breach disclosure rules.
Keywords: Trial Preparation
About: A comprehensive guide to trial preparation.
Keywords: Brand Awareness Strategy
About: A breakdown of A24's marketing strategy for the horror movie, "The Witch."
Keywords: Crafting a brand
About: A deep dive into how the Dallas Cowboys became "America's Team."
Keywords: Optimize blog for SEO
About: A step-by-step guide for optimizing a blog for SEO.
Keywords: Brand awareness
About: How my high school experiences taught valuable lessons about brand awareness.
Keywords: Dadvertising
About: Tips on how brands can effectively market to millennial dads by updating their advertising strategies to reflect modern fatherhood.
About: How Crystal Mountain Resort Manages Physical Security from 7,000 Feet
About: How Camping World Integrated Hundreds of Stores on a Single Physical Security Platform
About: How Durham College Enables Dynamic and Mobile Emergency Response for Campus Safety
About: Am Law 200 Law Firm Helps Security Startup Withstand Tech Giant
About: R1 Public University Shortens Response Times for FOIA Requests
About: How HomeServe Reduced Time Spent on DSARs by 50%
About: I sat down with Dermalogica's E-commerce Manager, Lorena Navarrete, to review how she and her team have utilized video ads in their digital marketing efforts.
About: Hawaii Shark Encounters is on a mission to educate the public on the importance of sharks to the ocean’s ecosystem. Learn about the successful video ad strategy they implemented.
About: After I’d Rather Be With My Dog successfully used social media to build their audience, they wanted to scale their growth beyond page likes. Find out how they increased their ROAS to 3.4x by using AdRoll’s Shopify integration.
Project: Everlaw Product Certification Program Launch
Assets: Messaging Framework Working Doc, Landing Page Copy Doc, One-Sheeter Copy Doc, One-Sheeter PDF, Current Landing Page, and Original Landing Page
Summary: Develop the messaging and content for the landing page, one-sheeter, and marketing collateral.
Purpose: To support the launch of the Everlaw Product Certification Program.
Process: The customer marketing team wanted to launch a product certification program to align with their community-building efforts. I was responsible for developing the overall messaging strategy and producing the promotional content. I started by creating a messaging framework that would act as the North Star. From there, I created a landing page and one-sheeter.
Project: Ediscovery Innovation Report: Public Sector
Assets: Survey Report PDF and Copy Doc
Summary: Wrote a survey report on the use of cloud-based ediscovery solutions in the public sector.
Purpose: To promote the Everlaw brand to the public sector audience.
Collaborators: Isabela Reid, Product Marketing Manager, and Aria Shen, Head of Brand & Marketing Design
Process: As a team, we partnered with The Association of Certified E-Discovery Specialists (ACEDS) to survey legal professionals from the public sector on their use of cloud-based ediscovery solutions. After we received the results, Isabela and I worked on establishing key findings from the survey respondents. I worked on the outline and first draft of the report. Isabela provided edits and feedback throughout. After the content was complete, Aria created the designed PDF.
Project: #DareToGrow Stories Campaign
Assets: Presentation Deck, Narrative Framework for Videos, Interview Questions, Landing Page Copy, Social Ad Copy, Email Copy, Booklet
Web Pages:
Summary: The creative team launched the company's first brand/marketing campaign.
Purpose: To launch a brand/marketing campaign that introduced the new AdRoll brand and celebrated our customers.
Collaborators: Jesse Vaughan, Head of Creative, and Staci Degange, Associate Director, Film
Process: The creative team, consisting of Jesse, Staci, and myself, was tasked with developing the framework and overall creative/content execution of a campaign that introduced the new AdRoll brand and featured make-or-break moments in our customers’ careers.
The team started by establishing our mission and vision statement—making sure it aligned with our “Dare To Grow” messaging. Under Jesse’s direction, the team mapped out the ideal customer experience for our target audience, which entailed developing a content strategy, visual/design rules, and messaging voice and tone. Each person was responsible for their area of focus (Jesse, web design, Staci, film and photography, and me, messaging and storytelling).
Once our plan was finalized and approved, we focused on developing our anchor assets: the video interviews. I built out the narrative framework and created interview questions for each section. Staci and I owned the customer interaction from day 1—everything from pre-interview phone calls, wardrobe direction, day/week of prep, lunch/dinner, and the actual interviews.
For the actual shoots, I conducted all the video interviews for our North American clients, and Staci pulled all the strings from behind the scenes. After the videos were complete, I was in charge of creating the written content for all the campaign landing pages, social ads, email promotions, podcast scripts, etc.
The month the campaign went live, the AdRoll website saw the highest spike in website traffic and account sign-ups in the history of the company.
Project: Case Study Revamp Project
Assets: Proposal Presentation, Copy Docs (Dermalogica, PADI, I'd Rather Be With My Dog, and Hawaiian Shark Encounters)
Case Studies:
Dermalogica
PADI
I’d Rather Be With My Dog
Hawaiian Shark Encounters
Summary: Revamped case study program for AdRoll.
Purpose: To ensure case studies were more digestible, relevant, and impactful.
Collaborators: Aly Kline, Customer Advocacy Manager, Marlene Flores, Web Designer, and Jesse Vaughan, Head of Creative
Process: I conducted an audit of AdRoll's case studies (identifying which case studies performed the best and commonalities between them) and researched how other brands produced their case studies.
Once I completed my initial research, I created a proposal and received feedback from Jesse, Aly, and a select few sales reps. I partnered with Marlene and Jesse to ensure that the design, user flow, and content improved key performance indicators (KPIs).
To ensure that the team was able to hit the ground running, I worked with Aly to revamp the questionnaires and customer communications. As opposed to jumping on 30-min phone calls, customers would receive surveys. Aly came up with the idea of incentivizing participation by offering credit to AdRoll customers and Amazon gift cards to sales reps.
Project: AdRoll Rebrand
Assets: Web Pages and Copy Docs (Home, Platform, Agency Partners, Technology Partners, Pricing, About, and Career).
Summary: Developed a new brand voice and wrote all website copy for the AdRoll website.
Purpose: To introduce the new AdRoll brand.
Collaborators: Kevin Garcia, Sr. Product Marketing Manager, Caitlyn Crites, Visual Designer, Kaoshoua Vang, Graphic Designer, Megan Peterson, Associate Web Designer, Staci DeGange, Associate Director, Film, Alexander Liu, Copywriter, and Jesse Vaughn, Team Lead, Web Design
Process: I was personally tasked with developing the new AdRoll brand voice/tone and creating the narrative structure/copy for every major page on the website.
Kevin and I worked together to ensure that all major customer benefits were featured prominently throughout the website. Alexander (who was working on one-sheeters and other marketing assets) was there to bounce ideas off of and provide copy edits when we needed a fresh perspective. As the copy was being massaged, the entire creative team collaborated to ensure that we were all on the same page by offering context (when needed) and critiques of our output.
The copy needed to be finessed throughout to accommodate feedback and personal requests from the executive team. After countless iterations, we finally settled on a version of the website that everyone was happy with.
Project: DACH Persona Breakdown and Infographic
Assets: Persona Breakdown and Infographic
Summary: We produced an audience breakdown and persona infographic for customers and prospects in Europe.
Purpose: To help the marketing team create personalized content for the DACH (European) market. And, help the sales team fully understand this audience and leverage that knowledge to deepen relationships with prospects and existing customers.
Collaborators: Caitlyn Crites, Visual Designer, and Kaoshoua Vang, Graphic Designer
Process: I sought out every discernible resource at my disposal (European sales team, in-house customer interviews, articles, blog posts, etc.) to get a good handle on this audience. From there, Caitlyn, Kaoshoua, and I developed a persona that highlighted key pain points and needs in a straightforward manner. I added a few fun and personable touches to the copy so that Caitlyn had an emotional angle to latch on to. As the breakdown and infographic were being laid out, I worked with Kaoshoua to make them easy to read.
