Areas Of Expertise:
Digital Media Strategy
Business Development
New Business
Media Buying
Digital and Offline Media Integration
SEM/SEO
Mobile Advertising
Social Media
Recent Client Projects
Skype North America
Skype is a global brand with growing levels of brand awareness in North America. Yet, compared to Skype’s stature in other areas of the world, the US could be considered an emerging market. Tasked with developing an online campaign aimed at increasing awareness and relevance among the U.S. prospect base, Swirl had to find ways to help this disruptive communications brand effectively compete in a crowded telecom/communication category. Simultaneously, the campaign needed to motivate trial among those new to Skype who are generally content with their current communications technologies.
For two years I oversaw digital media strategy and execution for Skype North America. The work consisted of a variety of media efforts including brand awareness, product understanding, direct response and B2B. Our work
Awards and Recognition:
2009 AdTech Limelight Award Winner: Best B2C Online Campaign
2009 W3 Silver Winner: Marketing Effectiveness
For two years I oversaw digital media strategy and execution for Skype North America. The work consisted of a variety of media efforts including brand awareness, product understanding, direct response and B2B. Our work
Awards and Recognition:
2009 AdTech Limelight Award Winner: Best B2C Online Campaign
2009 W3 Silver Winner: Marketing Effectiveness
San Francisco Giants 2010 Season
We recently launched the 2010 marketing campaign for the San Francisco Giants. The launch included every form of media imaginable including TV, online, social media, radio, OOH, and guerrilla. Online marketing for the Giants is especially unique. The goal is to sell tickets through the Giants website. However, fans have so many outlets from which to buy tickets.
The Giants are the only ticket outlet that can offer special deals giving them a unique advantage over competing ticket vendors. Our approach this year is to give the Giants a number of platforms on which they can broadcast these promotions directly to fans. We helped the Giants build a Facebook community that now has more than 300k fans. We then launched an advertising campaign on Facebook that featured unique offers. We also partnered with SFGate and established a series of advertising placements that would allow the Giants to regularly update ticket offers.
The Giants have seen early season success and the Facebook community continues to grow.
The Giants are the only ticket outlet that can offer special deals giving them a unique advantage over competing ticket vendors. Our approach this year is to give the Giants a number of platforms on which they can broadcast these promotions directly to fans. We helped the Giants build a Facebook community that now has more than 300k fans. We then launched an advertising campaign on Facebook that featured unique offers. We also partnered with SFGate and established a series of advertising placements that would allow the Giants to regularly update ticket offers.
The Giants have seen early season success and the Facebook community continues to grow.
WebEx Integrated Media
WebEx is a product and a brand name that has been synonymous with web conferencing. In 2009 we were hired to "re-launch" the WebEx brand and product as a platform for sharing ideas. Additionally, my team reinvented direct response marketing for WebEx.
We launched an integrated marketing campaign to address the entire product consideration funnel. In strategic markets we launched an out-of-home (OOH) advertising campaign to generate awareness of WebEx and their new tag line- "Pass the Ball." We also launched a variety of engagement-focused social media events to encourage the target audience to dig a little deeper. Finally, we built a direct response platform that has driven a bounty of cost-effective leads to the WebEx sales organization.
Most importantly, we've been able to measure the impact of this multi-faceted approach and seen substantial lifts in performance in markets where the entire media mix was running.
We launched an integrated marketing campaign to address the entire product consideration funnel. In strategic markets we launched an out-of-home (OOH) advertising campaign to generate awareness of WebEx and their new tag line- "Pass the Ball." We also launched a variety of engagement-focused social media events to encourage the target audience to dig a little deeper. Finally, we built a direct response platform that has driven a bounty of cost-effective leads to the WebEx sales organization.
Most importantly, we've been able to measure the impact of this multi-faceted approach and seen substantial lifts in performance in markets where the entire media mix was running.
