Welcome!
Greetings! Welcome to my portfolio blog. Throughout this blog, I will showcase some of my work from both my education and professional experience. I hope you find it to be an enjoyable and informative way to learn about who I am and how I can be an asset to you and your organization.
Note: each component of this portfolio blog will be backdated as to reflect the actual time period during which the piece was originally created.
Twitter Case Study [snom technology AG]
When: Winter 2008-Summer 2009
Where: Elevate Communications – Boston, MA
What: Twitter page/presence development for snom VoIP phones
Client: snom technology AG
Challenge: I was tasked with creating and maintaining a Twitter presence for snom to improve media and distributor relations.
Results: While the project initially began as simply another tool for media relations outreach, it quickly developed into so much more. snom’s Twitter page rapidly became a trusted source of information for the VoIP industry as well as a sales vehicle and a customer service resource. While I was in charge of maintaining snom’s Twitter presence (from December 2008 to July 2009), snom’s Twitter followers increased from zero to 550.
Notable tweets about snom during the time period in which I had control over their Twitter presence:
- January 22, 2009 – maik_i: @snom keep up the great work guys! i’m glad to use one of your products.
- February 24, 2009 – alexlewis: If you’re into UC follow @snom. They are presenting at CeBIT and have some GREAT stuff coming out
- April 13, 2009 – wolrah: @cjapic could always use more Polycom people on here, @snom is setting the standard for customer interaction in VoIP
- May 14, 2009 – cdigennaro: @snom loving the skins for your phones, so very cool and unexpected for a biz phone, could see tech/ad/marketing offices loving this
- May 26, 2009 – alexlewis: Just got my @snom Meeting Point setup and working. LOVE IT!!!
- July 31, 1009 – WinXnetUC: @snom phones with #ocs edition are pretty slick! An affordable SIP phone that looks nice and offers audio and presence integration with ocs!
snom 870 launch: We took our Twitter engagement for snom to a whole new level in July 2009 when we used Twitter as the vehicle for the first official announcement of the launch of snom 870 in North America.
Results of the snom 870 Twitter product launch:
- 83 tweets and re-tweets (RT) about the snom 870 throughout launch period
- Increased Twitter followers by 158 (39.5%) throughout launch period
Notable tweets about the snom 870 throughout launch period:
- July 16, 2009 – kapilville: RT @snom: OFFICIALLY ANNOUNCING: snom Debuts New Touch Screen snom 870 VoIP Phone for North America! http://tiny.cc/snom870touch…
- July 16, 2009 – touchphonesguru: TMCnet: snom Unveils New Touch Screen VoIP Phone http://bit.ly/cRVPe
- July 16, 2009 – tim10231004: snom Debuts Touch Screen snom 870 VoIP phone – @Work http://bit.ly/16T7FB
- July 16, 2009 – TelephonyWorld: snom Releases Touch Screen VoIP Phone in North America http://ff.im/5jSbZ
- July 19, 2009 – GarrettSmith: Can’t wait to get my snom 870. http://bit.ly/18cTAS
Twitter Plan [Jackpot Rewards]
When: Summer 2009
Where: Elevate Communications
What: Twitter Overview & Plan
Client: Jackpot Rewards
Challenge: Jackpot Rewards, an online shopping and sweepstakes company, was interested in expanding and improving its social media presence and asked us to provide them with recommendations for how to do so specifically with regard to Twitter. An overview of what we presented to and discussed with Jackpot is as follows.
Twitter 101:
- Twitter is a social networking and micro-blogging service enabling real-time one-to-one or one-to-many communication
- Twitter can be used as a communication tool to engage with customers, partners, employees and prospects – helping to build brand or product awareness and brand affinity
- Twitter can be used as a public relations tool to engage with media, bloggers and notable industry influencers – helping to strengthen brand credibility and facilitate conversation
Important uses for Twitter:
- Build community – Twitter is a very intuitive, easy platform to build community around a brand, product, cause or interest
- Drive thought leadership – Twitter makes it easy to start and participate in conversations with industry influencers. We recommend following people that help to shape the market and influence your industry (and hopefully they will follow you back!)
- Share information – Twitter is a platform to share relevant news about your community, company and products and provide topical industry news to your followers
- Monitor reputation – Twitter allows you to follow (and participate in) ongoing conversations about your brand
Twitter Objectives for Jackpot Rewards:
- Establish a new social media presence for Jackpot Rewards
- Generate awareness and “buzz” among bloggers and media about Jackpot Rewards news
- Communicate directly with current Jackpot Rewards members and continue to build community
- Engage with future members, encourage membership and track their interests
- Provide new commerce platform to attract new retailers for Jackpot Shopping
Twitter Tactics for Jackpot Rewards:
- Start and participate in conversations with: 1) bloggers & online media, 2) current Jackpot Rewards members, 3) potential future Jackpot Rewards members, 4) Jackpot Rewards brands and merchants
- Share and distribute valuable and relevant news: 1) press releases, 2) “Deal of the Day,” 3) guaranteed prizes, 4) Jackpot drawings, 5) industry news
- Monitor brand reputation and viral conversation about Jackpot Rewards: use as another vehicle for customer service and customer interaction
When: Spring 2009
Where: Elevate Communications
What: TruFan New England Sports Blog Awards
Client: TruMedia Networks
Challenge: Our client TruMedia Networks created the first annual TruFan New England Sports Blog Awards and enlisted our help with regard to media and blogger outreach to encourage awareness, push participation in the nomination and voting periods and drive traffic to the event.
Activities:
- Media materials development: media advisory announcing nomination period, congratulatory letter to bloggers nominated, media advisory announcing voting period, media advisory announcing winners
- Media and blogger outreach prior to the awards and during the awards to encourage continued participation
- Twitter outreach and promotion throughout all stages of awards program
- Event staffing
Results:
- 51 total blog mentions
- 134 total Twitter mentions (tweets and re-tweets)
The first annual TruFan New England Sports Blog Awards proved to be a huge success. The sports bloggers were thrilled to be recognized for their dedication to New England sports and their audiences were excited to participate in the process. We helped our client develop relationships with the bloggers, which will benefit in future awards programs as well as other TruFan initiatives and events.
Public Relations Recap [The Boston Globe]
When: Winter 2009
Where: Elevate Communications
What: Public relations and promotions recap for Last Lion: The Fall and Rise of Ted Kennedy and Ted Kennedy: Scenes from an Epic Life
Client: The Boston Globe
Challenge: Peter Canellos, the Washington Bureau Chief of The Boston Globe, along with a team of Boston Globe reporters produced Last Lion: The Fall and Rise of Ted Kennedy, a definitive biography about the senator’s extraordinary life. We were responsible for the promotion of the book, alongside Ted Kennedy: Scenes from an Epic Life, the accompanying photographic biography.
Activities:
- Organized public forum and book signing event at the Boston Public Library
- Developed and mailed press kits to targeted media
- Developed media database of regional and national outlets
- Arranged broadcast interviews for the editor, writers and photographers of the books
Results:
- Successfully organized and executed Boston Public Library event to the extent where there was standing room only
- Arranged more than 30 regional broadcast interviews (Simon & Schuster was primarily responsible for national outreach)
Direct Mail Design [Ceres]
When: Spring 2009
Where: Elevate Communications – Boston, MA
What: Ceres 20th Anniversary Design
Client: Ceres
Challenge: I was tasked with creating a design concept for Ceres’ 20th anniversary. The design was meant to be an informative document that could be used as a mailer or a handout.
My final design concept is below.
Media Previews [Boston Globe Magazine]
When: Ongoing (January 2008-July 2009)
Where: Elevate Communications
What: Globe Magazine Preview
Client: The Boston Globe
Challenge: Every week, The Boston Globe produced The Boston Globe Magazine. We were tasked with sending out preview of the magazine to the media in advance of its publication date. The purpose of these previews was to generate interest from the media so that we could arrange broadcast interviews for the writers and editors of the magazine and therefore further promote the magazine to potential readers. A few of the previews I wrote and distributed for The Boston Globe Magazine are featured below. The broadcast results are included after each corresponding preview.
The Boston Globe Magazine Preview
Sunday, February 8, 2009
Globe Magazine Cover Story – The Sad Side of a Wireless World
The Boston Globe Magazine for Sunday, February 8 features a cover story on how technology has created “constant connectedness.” It doesn’t matter if we’re in the office, on the road or even on a remote island; the rest of the world is usually just a tap away – but that might not always be a good thing.
Issue Highlights:
- The End of Alone – The world is wireless and we are constantly connected. Technology has made it virtually impossible for us to be alone, but that isn’t necessarily a good thing. Globe Magazine’s Neil Swidey questions whether we’ve forgotten the simple pleasures of solitude. What happens when electronic communication becomes more important than face time?
- Summer Camp Guide – Globe Magazine provides a complete guide to summer camps. Whether you are looking for a great value or a family-friendly getaway, this list has a camp for everyone!
- Miss Conduct – Miss Conduct offers up advice on how a host should respond when a dinner guest tries to take control and reflects on whether it’s best to voice concerns or just keep quiet when family members have a habit of hurting themselves.
- Coupling – One wife admits to being a control freak over her household, but is forced to let her husband take over when she is sent to San Francisco on business. It is only then that she starts to realize her way isn’t necessarily the only way.
- Parenting Traps – One mother reflects on how she has taught her children that “hate” is a bad word – only to think twice after she reads an old Beverly Cleary book to her daughter.
- Dinner with Cupid – Globe Magazine sets up a molecular biologist on a blind date with a guy who compares his humor to The Golden Girls’ Bea Arthur. They both love to dance, but is that enough to make sparks fly?
Results: Arranged interviews for Neil Swidey to talk about his cover story, The End of Alone, on the FOX 25 Morning Show and Here and Now on NPR.
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The Boston Globe Magazine Preview
Sunday, September 28, 2008
The Globe Magazine presents The GREENER Issue with the ins and outs of living eco-friendly.
The Boston Globe Magazine’s special environmental issue, The Greener Issue for Sunday, September 28 features a cover story about plastic – a product that has been largely criticized for the litter it becomes and the damage it does. But is plastic really that bad? This product may actually have more benefits than we thought. Globe Magazine also looks at the differences between cloth and disposable diapers and discovers that making the greener choice isn’t always so easy.
Issue Highlights:
- In Praise of Plastic – Is plastic really as bad for the environment as some people say? As legislative debates loom, plastic engineers think it’s the perfect time to tell the story of plastics – a material that is convenient, inexpensive and surprisingly energy efficient.
- A User’s Guide to Plastic – Globe Magazine offers up an exclusive guide to everything plastic. Learn how to recycle just about anything, what the numbers inside the recycling logo mean and whether it’s really safe to refill and reuse the same plastic water bottle.
- The Great Diaper Debate – More and more parents are choosing cloth diapers over disposables in effort to reduce spending and be more environmentally friendly. However, surprisingly, this might not necessarily be the greener choice.
- Earth Angels – From an inventor working on “renewable” petroleum to a teacher energizing both students and solar panels, come six local heroes who are making Massachusetts and the world, a better, greener place.
- Miss Conduct – Miss Conduct gives advice on how to deal with neighbors who like to hang their laundry outside and what to do when someones patriotic views are different from your own.
- Coupling – Finding a “green” engagement ring can take a little patience and a lot of creativity. One woman shares the story about how her boyfriend finally presented her with the eco-friendly wooden ring of her dreams.
Results: Arranged interviews for Keith O’Brien and Silva Spring, writers of different articles in the Greener Issue, on the FOX 25 Morning Show and Chowder in the Morning on WCCM.
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The Boston Globe Magazine Preview
Sunday, December 21, 2008
The Globe Magazine presents the 2008 Bostonian of the Year.
The Boston Globe Magazine for Sunday, December 21 features the 2008 Bostonian of the Year. This year’s winner was chosen for the tremendous and uplifting impact he made on the city of Boston in a year marred by economic crisis and political scandal. This is the fifth annual Bostonian of the Year issue. Past winners include Governor Deval Patrick, housing activist Bruce Marks, Big Dig whistleblower Edward Ginsburg and Red Sox General Manager Theo Epstein.
Issue Highlights:
- Bostonian of the Year – This superstar took New England by storm in 2008 with his relentless desire for success and unwavering commitment to community involvement. He helped restore glory for a Boston franchise while at the same time making our city a better place.
- Bostonians of the Year – The top five Bostonians of the year include a political speech writer, a cycling fanatic, a local hero, an ocean savior and a compassionate financier. The Globe Magazine honors each of these Bostonians for their achievements and positive impact on the community.
- And the Winners Aren’t – It was a year of greatness, disappointment, success and disgraces all rolled into one for Boston. The Globe Magazine takes a look at who didn’t make the cut for Bostonian of the Year – the name-changing kidnapper, the senator turned criminal, the bodybuilding firefighter and the knee that crushed New England’s football dreams.
- Miss Conduct – Miss Conduct offers up advice on what to do when a pet is tearing apart your relationship and how to step back from an awkward conversation. Plus, is re-gifting appropriate?
- Coupling – The days of the husband’s role as the breadwinner and the wife’s role as a homemaker are so outdated! A man discusses how he and his wife share the responsibilities working, raising their children and maintaining a happy household.
Results: Arranged interviews for Doug Most, the editor of The Boston Globe Magazine, to talk about The Bostonian of the Year issue on the FOX 25 Morning Show, ABC Sports Radio, and Karlson & McKenzie on WZLX.
When: Spring 2007
Where: Emerson College, Global Marketing Communications & Advertising Master’s Program
What: Final Capstone Group Project
Client: Portus Group and Icelandic National Conference Centre and Concert Hall (INCCC)
Challenge: We were tasked with creating a comprehensive, all-inclusive global marketing communications plan to introduce the INCCC as a premier travel destination for business and pleasure.
Components of Plan:
- Identification of target markets
- Development of marketing communication objectives
- Public relations
- Promotional events
- Direct marketing
- Interactive marketing
- Website redesign recommendation
- Name change recommendation
- Logo designs
- Advertising concepts (included below)
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The PowerPoint presentation I put together regarding this marketing communications plan is as follows (additional creative concepts are featured within the presentation).
Global Advertising Plan [Crate & Barrel]
When: Spring 2007
Where: Emerson College, Global Marketing Communications & Advertising Master’s Program
What: Global Advertising Plan
Client: Crate & Barrel
Challenge: We were tasked with creating a global advertising plan to launch and promote Crate & Barrel in Canada.
Components of Plan:
- Market Analysis
- Canadian Furniture Market Analysis
- Target Market Analysis
- Media Strategy
- Creative Concepts
- Advertising
- Public Relations & Promotions
- Budget
The PowerPoint presentation I put together regarding this advertising plan is as follows (creative concepts are featured within the presentation).
Marketing Finanace Case Study [Singapore Airlines]
When: Spring 2007
Where: Emerson College, Global Marketing Communications & Advertising Master’s Program
What: Marketing Finance Case Study
Challenge: After September 11, the airline industry was hit hard. There was a drastic drop in tourism and traveling and less flying traffic to and from the United States. As a result, most airlines had to make significant adjustments in response. The 9/11 tragedy hit right in the midst of the development of a huge project for Singapore Airlines (SIA). The project was extremely expensive and pretty unnecessary given the current conditions surrounding the industry. However, SIA had already invested several million dollars in R&D and didn’t want the expense to be a complete waste. We were therefore tasked with formulating several possible courses of action, taking into consideration cost, competitive environment, and industry conditions and consumer perception.
The PowerPoint presentation I put together regarding this case study is as follows.
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