Branding Strategy
Throughout my career, I've been fortunate to work with groups that allowed my creativity to shine.
At Edward Jones, I developed internal brand standards and created a "brand" within a "brand" with Continuing Education as well as with Curriculum and Branch Development. I designed and established graphic representation for each area and applied brand standards to create a unique personality for communications throughout the firm.
With St. Louis Community College, I identified the need to differentiate non-credit training from traditional credit education. With over 150 training topic areas across two major categories (professional development and personal enrichment), I simplified the architecture and created "stories" within each category to establish unique graphic identities for differentiation. I packaged topic areas to sell to broader audiences and developed targeted communication strategies including print, video, social media, web content and email marketing.
Animal Welfare Assistant
Working with the Humane Society of Missouri, the Animal Protective Association of Missouri and St. Louis County Animal Care and Control, I helped develop marketing collateral, distribution through all associations, design elements and a strategy to market this program throughout the St. Louis region. The program has been consistently successful driving revenue for STLCC Continuing Education and driving enrollment in all of the Continuing Education Animal Care classes.
The Master Naturalist Program
I developed a branding strategy for the Master Naturalist program partnering with the Audubon Society of St. Louis, Missouri Native Plant Society, North American Butterfly Association, St. Louis Astronomical Society, Endangered Wolf Center and Forest ReLeaf of Missouri. I created graphic design elements, developed a program and class brochure as well as a distribution network to deliver messaging to targeted audiences. In addition, I complete direct mail and email campaigns for the program three times a year. Video marketing was created for this program for the program website as well as social media.
Go Native!
Created a brand identity for a sub group of the Master Naturalist program. Classes feature landscape using native Missouri plants, trees and shrubs. These classes are only offered in the spring with a brochure pull-out section that features the graphic elements and tagline: "Creating an environment with nature in mind".
Essentials Training
I took professional development training that was declining in enrollment and repackaged it as Essentials Training. I created graphic elements, an email marketing campaign, advertisements in the brochure and wrote web content and social media content to drive enrollment in these programs.
Categories included:
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Professional Essentials: Professional Certifications and soft skills training
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Career Essentials: Career planning and development training
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Nonprofit Essentials: Training for the nonprofit professional
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Small Business Essentials: Training designed for current and potential small business owners
Digital Photography Essentials
I repackaged photography classes with declining enrollment into a program to include photoshop classes and various digital photography classes. We partnered the program with departments within St. Louis Community College to market the program and have seen such tremendous response that additional sections have been consistently added on a regular basis.
The Great Outdoors
I developed an idea to package outdoor classes into a program called "The Great Outdoors" featuring various seasonal outdoor continuing education courses including Pickleball, tree climbing, paddleboarding and boating safety. New classes are added seasonally. The marketing strategy was developed through various parks and recreation programs and with seasonal events at locations throughout the St. Louis region. An email marketing campaign is conducted three times a year to promote semester classes.