


make@cruzan
Case Study
Alden’s Ice Cream
Alden’s needed to reboot it’s 30-year old brand for the new natural channel world.

MARKETING THE NEW ALDEN’S BRAND
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 competing marketing teams in place, leading to confusion about how to combine their messaging and market with better more synergy.
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, project management, group facilitation, and a fair amount of tact.
Skills Required
Goto Market Planning
Sr. Client Direction
Project Management
My Role
Senior Strategist
Account Planner
Process
Audit
Interviews
Messaging Hypotheses
Messaging Validation
Copywriting
Presentation
Group Facilitation

WORK SAMPLE






The numbers
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- Conversion Rate – 90%
- Return Users – 77%
- Social Following – 85%
Projects
Satisfied Clients
Ongoing Projects
Cups Of Coffee
Outcome
Teams to Integrate
Joint Meetings
Unified Voice

MAKR
Case Study
Made by Makr
How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?
Agency: FINE DESIGN

Seeking culinarily-centered, destination-driven foodies.
Solution
Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.
My Role
Audience Analyst
Copywriter

Copywriting Snapshot
IRL Composites
I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.


Seattle WA Site




Healdsburg CA Site




Marketing Archetype
Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.

Final Brand Book Version
IRL Composites




IRL Archetype

Outcome
IRL Composites
Markets
Clear Target

Z Collection
Case Study
Z Collection
How does a growing hospitality company bring all of its eclectic brands under one roof?
Agency: FINE DESIGN

bringing a multi-thread brand story to life
Solution
Tell a cohesive Z-Collection story that helps position the company for extraordinary growth.
My Role
Audience Analyst
Copywriter

CONCEPT & Messaging Snapshot
Minifesto

Positioning


Direction 1






Direction 2






Direction 3




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HOTEL DETAIL PAGE


MINIFESTO PAGE

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