Dell

Dell

Case Study

DELL + MICROSOFT

How do you get two corporate giants to speak with one voice to the same SMB audience?

Agency: Lionfish

DELL + MICROSOFT COMBINED MESSAGING

Challenge

Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had busy, far-flung marketing teams in place, leading to difficulties in effectively combining their messaging and marketing efforts.

Solution

After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, remote team management, client direction, and a fair amount of tact.

Skills Required

Messaging Development

l

Corporate Copywriting

Client Direction

Z

Remote Team Management

My Role

Senior Strategist

l

Copywriter

Account Planner

Can I help?

Email me and we’ll set up a chat to see if I’m right for your project.

Process

U

Audit

w

Interviews

Messaging Hypotheses

Messaging Validation

l

Copywriting

Presentation

Group Facilitation

Messaging Highlights

Outcome

Teams to Integrate

Joint Meetings

Unified Voice

Derma-e

Derma-e

Case Study

DERMA-E

How can a 30-year-old vegan skin care company transform into an ethical beauty brand?

Agency: RETAIL VOODOO

ROLLING OUT THE DERMA-E RE-BRAND

Challenge

Derma E offered 14 different product lines and 180 SKUs in an outdated matrix of gobbledygook messaging, and younger consumers were turning away.

Solution

Younger women see skincare as beauty, so we helped Derma E to streamline their portfolio and emphasize a new brand position of ethical beauty to a younger audience.

Skills Required

Brand Strategy

l

Messaging & Copy

Product Portfolio Strategy

Z

Project Management

i

Audience Presentation

My Role

Senior Strategist

l

Copywriter

Account Planner

Can I help?

Email me and we’ll set up a chat to see if I’m right for your project.

Process

U

Audit

w

Diagnosis

Validation

Prescription

l

Translation

Creative Development

Implementation

Strategy Sneak Peeks

Brand Identity Highlights

Presentation Highlights

Outcome

x growth in two years

Enliven

Enliven

Case Study

Enliven Healthcare

How do two different healthcare brands join together to launch a new kind of clinic in a new market?

Agency: WONDERR

A NEW KIND OF NEIGHBORHOOD CLINIC

Solution

National insurer Humana and regional HCP powerhouse Vancouver Clinic joined forces to create Enliven, a neighborhood hub for adults 65 and older to drop by for a check-in with a doctor, take a fitness class with a certified instructor, or just hang out with friends over coffee.

My Role

Creative Director

Brand Strategist

Audience Analyst

Naming Specialist

l

Copywriter

CONCEPT & Messaging Snapshot

Insights & Positioning

Clinic Concept

Messaging Framework

Campaign Message

OOH & DIGITAL LAUNCH

Outcome

Brands

Months

Unified Voice

Humana

Humana

Case Study

Humana

How does national health insurance company Humana launch a new kind of clinic for seniors in a new market?

Agency: WONDERR

A NEW KIND OF NEIGHBORHOOD CLINIC

Solution

Humana partnered with Vancouver Clinic to create Enliven, a neighborhood hub for adults 65 and older to drop by for a health check-in with a doctor, take a fitness class with a certified instructor, and hang out with friends over a cup of coffee or a deck of cards.

My Role

Brand Strategist

Copywriter

CONCEPT & Messaging Snapshot

Insights & Positioning

Clinic Concept

Messaging Framework

Campaign Message

OOH & DIGITAL CAMPAIGN

Outcome

Brands

Months

Unified Voice

Living Intentions

Living Intentions

Case Study

Living Intentions 

What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?

Agency: RETAIL VOODOO

COMMUNICATING BRAND VALUES ON PACK

Solution

Redefine raw food as a flavor-forward snacks that have been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.

My Role

Brand Strategist

Audience Analyst

l

Copywriter

On-Pack Messaging & Copy

Final Product

Outcome

In Category @ Whole Foods