Traditional mailers continue to be a measurable marketing asset in select consumer industries. These mailers for Sola Salon Studios were created as digital templates for access by franchisees.
Vibrant photography and pithy, poignant messaging was aimed at a critical audience segment: entrepreneurial stylists, estheticians and beauty professionals.
Postcard designs were part of a comprehensive digital marketing tool kit Dawn developed for Sola Salon Studios.
Multimedia content development was essential for IaaS cloud provider HOSTING in a crowded market after a merger. Dawn published press releases, case studies, media briefings, data sheets, web content videography, and event materials.
Dawn created the company’s tag line "Be on Solid Ground, Even in the Cloud.” The tag line was widely adopted on owned, earned, and paid media and became a brand beacon as the new brand was rolled out.
Dawn developed a creative, strategic plan for financial services provider FiservISS to address an employee engagement deficit. At its core was a communications business case for a collaborative intranet. The case was accepted and a new SharePoint intranet was implemented in 8 months.
The print newsletter for 1500 employees was replaced with Dawn's online weekly e-News. The new platform reduced print costs, fueled online collaboration, and increased employee engagement by 25%, according to surveys.
As a volunteer writer for the Denver Museum of Nature and Science, Dawn authored a variety of articles from Leonid meteors to NASA space missions for the museum's Member's Monthly magazine.
Service to others is a core value. Dawn also volunteered for Jefferson County Schools where she used her storytelling, PR, and business skills to support the district and her kids’ schools.
Dawn was humbly invited to become a member of Alpha Sigma Nu - one of the highest Jesuit honors at Regis University - for her servant leadership.
A strategic tool in the marketing toolkit, blogs tell us the rest of the story.
This blog for Lake Oswego Schools Foundation sought to increase donations by explaining why thousands of districts across the country must create school foundations amidst decreasing government funding.
Storytellers who seek to engage in AEC award submissions must engineer a delicate balancing act between the technical and human side of the building story. The industry award proposals to support DOE/NREL's public relations campaign were products of in-depth research, time management, and good story engineering.
The time and effort paid off. Several building awards were presented from discerning AEC organizations. The awards led to more awareness for the project and additional speaking engagements.
In addition to managing the PR campaign for DOE's Research Support Facility, Dawn wrote web pages during a Haselden rebrand along with RFP responses for multi-million dollar commercial building proposals.
Dawn is an expert at integrating ideas and content from the inside out and across earned, paid and owned media. A focus on integrated communications protects the brand promise and amplifies the message. Stories with one clear voice resinate higher.
When the EVP at Fiserv ISS climbed Mt. Kilimanjaro, Dawn suggested he write a story about the journey - relating his climbing challenges to the challenges he faces in his day job. He shared a compelling, universal business message to employees about training, budgeting, tools, teamwork, and psychology.
Dawn's suggestion inspired the idea of featuring employees' extra curricular hobbies in a national ad campaign. Headline of the EVP's ad: "It's amazing what you can learn about business at 19,000 feet."
Dawn's mantra: A brand brings outside what's being lived inside.
A press release can be strategic tactic in your promotional arsenal when written well and placed properly. Dawn is a champion of clear, concise press releases - a challenge in high-tech. She's not a fan of corporate speak, especially cliché executive quotes.
Regardless of industry type, organizations today must be compelled to have writers who are experts at condensing complex topics into optimized, pithy, prioritized verbiage.
This brochure highlights the architectural features that, literally, gave rise to a one-of-a-kind LEED Platinum, net zero energy office building for the U.S. Dept. of Energy at NREL.
The leave-behind piece was part of Dawn's international award-winning public relations campaign. The campaign was a contract requirement on a performance-based project, and was officially graded 'superior' by the DOE.
Dawn's technical articles, thought leadership papers, landing pages and email nurture campaigns were targeted at data center administrators and CTOs.
Many of Dawn's articles became gated assets on the website for cloud storage provider NetAPP SolidFire.
As the content team expanded and hundreds of marketing assets were being created at SolidFire (now NetApp), it was imperative to synchronize messaging. This tone and voice guide was tailored for sales, marketing, and product teams as a reference tool when developing content.
The Guide sets the intention for brand alignment across marketing, public relations and sales assets.
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