Case
Studies
There's more to words than, well, words on a page. The
case studies illustrate how a strategic sensibility and
sound information architecture impact your objectives.
Concepting
and content collided with brand management and product development
when it came time to design this recognition program.
---> Go
A "vision"
uses words and imagination to tell the story of where you
want to go; you didn't have
to be a writer to craft Jostens' vision for its Web technology
... but it helped.
---> Go
Bringing
a writer's perspective and a strategic sensibility to this
series of focus groups helped to brand a Web site.
---> Go
The
goal of an effective marketing communications plan is, not
only to reflect the mission of the larger organization,
but, also, to impact that organization's broader mission.
--->
Go
Objective
Create all collateral for Symphony, Jostens' "off-the-shelf"
recognition program, and, as a result, create Symphony.
My
role
To take an active role on the team that named the
program, developed collateral and designed the program
elements. Specific tasks included:
- Developing
concepts and content.
- Drafting
series of creative briefs.
- Developing
position and strategy.
Contributions
Identified and named Symphony's two
distinct audiences: Primary and Ultimate.
- The
impact of these names was that it captured the communications
challenge.
- While
synonymous in common use, their literal meaning is "first"
and "last." The two audiences (the buyer and
the user) possess a different set of hot buttons, yet
are equally important.
- From
there, everything else fell into place.
Created
the themeline that addressed both audiences: You've
played an important part.
Introduced
the practice of using Creative Briefs.
Results
- Sales
of Symphony exceeded those of its predecessor
by 25 percent.
- After
this project, use of Creative Briefs became standard.
Top
Web
strategy
Objective
Develop the vision for Jostens' Web strategy.
My
Role
Represent the Recognition Division on the cross-divisional
Web Strategy Task Force.
Contributions
- Authored
Jostens Internet Technology Vision Statement
- Helped
make distinction between consumer-oriented uses of Internet
(e-commerce, sales-rep locators) and infrastructure-related
uses (inventory-monitoring, expense-reporting).
Results
- The
company was poised to deploy Web technologies with expectations
that are distinct, clear and attainable.
Top
Web
site branding
Objective
Gain insights about what makes an educational Web
site successful.
My
Role
Moderate a series of focus group discussions in the
Twin Cities, Minnesota, and in Memphis, Tennessee.
Contributions
Created and illustrated alternate models to drive
discussion related to site navigation.
Shaped
conversation to learn about preferences regarding ways
site could make money (subscription, metered usage, advertising,
list sales, etc.).
Results
Stay tuned: Site launches 2000-1.
Top
Marketing
communications plan
Objective
Create a plan that creates efficiency and consistency
by coordinating the EMOIC's (East Metro Opportunities
Industrialization Center) disparate communications to
disparate audiences.
My
Role
Lead the committee that will outline the plan.
Contributions
- Founded
the EMOIC's Marketing Communications Committee.
- Set
development of plan as the committee's initial goal.
- Influenced
refinements to the organization's mission by keeping
the plan — and therefore the EMOIC's marketing
and communications efforts — in close alignment
with that mission.
Results
- Stay
tuned; committee presents plan to the Board of
Directors early 2001.
Top
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