Portfolio
1. Amplifying a brand through recruitment materials – Central Michigan University
2. Delivering an interactive educational tool – Medicare Explained
3. Driving sales through an online plan advisor – Priority Health Medicare
4. Recruiting employees – What's your net worth?
5. Re-branding a hotel and conference center – the H
6. Reinventing a pizzeria's image – Pizza Sam's
7. Reporting on a national disaster – Operation Hoosier Relief
2. Delivering an interactive educational tool – Medicare Explained
3. Driving sales through an online plan advisor – Priority Health Medicare
4. Recruiting employees – What's your net worth?
5. Re-branding a hotel and conference center – the H
6. Reinventing a pizzeria's image – Pizza Sam's
7. Reporting on a national disaster – Operation Hoosier Relief
1. Amplifying a brand through recruitment materials – Central Michigan University
Prospective college students are heavily recruited, often filling baskets full of direct mail materials and receiving multiple emails from universities during their high school years. Marketing and admissions professionals must meet the challenge of standing out from their competitors. In 2015, Central Michigan University launched a new data and research based marketing campaign to increase brand awareness and better engage stakeholders. I served as a member of the implementation team responsible for launching the "Put Your Stamp on the World" campaign and worked closely with Admissions to deliver high-impact recruitment materials designed to turn prospects into admitted and enrolled students.
cmu_in-state_viewbook.pdf | |
File Size: | 64880 kb |
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cmu_visit_guide.pdf | |
File Size: | 27917 kb |
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cmu_affordability_guide_brochure.pdf | |
File Size: | 725 kb |
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cmu_affordability_website.pdf | |
File Size: | 2900 kb |
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2. Delivering an interactive educational tool – Medicare Explained
One of the biggest barriers to sales of Priority Health Medicare health plans is the lack of confidence that many Medicare-eligible customers experience. Customers are confused about their options and afraid they'll make the wrong decision for their health. I worked with my team to create the Medicare Explained section at prioritymedicare.com. The section is designed to build the knowledge of prospective buyers through four lessons that include videos, quizzes and in-depth news articles. It positions Priority Health Medicare as a trusted source for reliable information, while also giving customers the information and confidence they need to buy the plan that's right for them.
medicare_explained_-_landing_page.jpg | |
File Size: | 94 kb |
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medicare_explained_-_lesson_1.jpg | |
File Size: | 88 kb |
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medicare_explained_-_lesson_2.jpg | |
File Size: | 100 kb |
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medicare_explained_-_lesson_3.jpg | |
File Size: | 112 kb |
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medicare_explained_-_lesson_4.jpg | |
File Size: | 122 kb |
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3. Driving sales through an online plan advisor – Priority Health Medicare
When people turn 64 and are beginning to think about Medicare, they're often confused. The goal of this project was to increase sales by promoting resources offered by Priority Health that make Medicare easier to understand. My team implemented an integrated marketing strategy that included four sequential direct mail pieces and an online plan advisor tool to help prospective members choose a Medicare health plan. Prospective members could also attend an informational meeting, call customer service or visit the Medicare Explained section of prioritymedicare.com to learn more. In 2012 Priority Health was one of the fastest growing Medicare plans in Michigan with more people choosing Priority Health Medicare Advantage plans over any other plan.
medicare_age-in_birthday_card.pdf | |
File Size: | 799 kb |
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medicare_age-in_postcard.pdf | |
File Size: | 1176 kb |
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medigap_age-in_letter_1_-_3_versions.pdf | |
File Size: | 717 kb |
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medigap_age-in_letter_2_-_3_versions.pdf | |
File Size: | 699 kb |
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plan_advisor_tool.pptx | |
File Size: | 383 kb |
File Type: | pptx |
4. Recruiting employees – What's your net worth?
MidMichigan Health was understaffed in some key clinical areas, including physical therapy. Because the hospital system found that its best referrals were from employees, the goal was to find a creative way to increase employee engagement in its recruiting efforts. MidMichigan Health also was willing to invest in a referral incentive program, so I suggested using the "What's your net worth?" theme in the postcard and toolkit materials I wrote.
net_worth_postcard.pdf | |
File Size: | 1816 kb |
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net_worth_toolkit_letter.pdf | |
File Size: | 128 kb |
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net_worth_referral_card.pdf | |
File Size: | 953 kb |
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net_worth_email.pdf | |
File Size: | 369 kb |
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net_worth_talking_points.pdf | |
File Size: | 584 kb |
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5. Re-branding a hotel and conference center – the H
A hotel and conference center changed ownership and wanted to re-brand itself to capitalize on its location near the global corporate headquarters for The Dow Chemical Company in Midland, Michigan. The hotel and its restaurant names were inspired by the periodic table of elements. The hotel became the H with Table, Cafe Zinc and Oxygen as dining options. I suggested the overall brand campaign, "Elements of Sophistication," which incorporated the hotel's chemistry-inspired brand and high level of luxury. I also wrote ad copy. The H has become a regional destination for meetings and special events.
the_h_business_meetings_ad.pdf | |
File Size: | 1493 kb |
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the_h_special_occasion_ad.pdf | |
File Size: | 1334 kb |
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the_h_restaurant_web_banner_ads.pdf | |
File Size: | 112 kb |
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the_h_northwood_auto_show_ad.pdf | |
File Size: | 1511 kb |
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the_h_soccer_tournament_ad.pdf | |
File Size: | 1494 kb |
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6. Reinventing a pizzeria's image – Pizza Sam's
A pizzeria that had been part of the community for more than 40 years completed a renovation and added beer and wine to its menu. During the renovations, the restaurant experienced a drop in business, so it wanted a marketing communications plan that would help increase business and promote its new dining and menu options. I worked on the marketing plan and wrote promotional copy. Pizza Sam's expanded its clientele and became a popular spot to watch "the big game," enjoy a family meal or meet friends for a drink.
pizza_sams_marketing_presentation.ppt | |
File Size: | 148 kb |
File Type: | ppt |
pizza_sams_press_release.pdf | |
File Size: | 657 kb |
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pizza_sams_window_posters.pdf | |
File Size: | 820 kb |
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pizza_sams_ad_wrap.pdf | |
File Size: | 456 kb |
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pizza_sams_march_madness_ad.pdf | |
File Size: | 54 kb |
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7. Reporting on a natural disaster – Operation Hoosier Relief
I was working as a public safety reporter at The News-Sentinel in Fort Wayne, Indiana in 2005 when Hurricane Katrina hit the United States. So, when I learned that a group of volunteers from Indiana had organized Operation Hoosier Relief, a volunteer effort to help residents in Biloxi, Mississippi affected by the hurricane, I initiated coverage of the story. I proposed that a photographer and I go with the group to send reports back to Indiana. The photographer and I camped out for nearly two weeks in a military tent with no electricity or running water to cover the story. We overcame technical difficulties such as lack of cellphone reception and low battery levels to successfully send daily reports and photos back to our colleagues and readers in Indiana. The experience expanded my appreciation of the strength of the human spirit and the power of community.
operation_hoosier_relief.pdf | |
File Size: | 1095 kb |
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