The public relations campaign for the U.S. Dept. of Energy's Research Support Facility at NREL was a contract requirement and, as such, was formally graded each month on key performance metrics. DOE contracted Haselden Construction to build the RSF, a new archetype in Green building design.
As program manager, Dawn developed, executed and managed the PR campaign in collaboration with Haselden's design-build partners and clients.
The owners' mission was to design a living laboratory showcasing cost effective, Green solutions in commercial building construction. And to shout it from the rooftops. Mission accomplished.
The PR campaign culminated with Jeff Baker, DOE Director of Laboratory Operations at NREL, on the cover of Engineering News Record as Newsmaker of the Year.
"Dawn always held the reputation of Haselden Construction to the highest standard when represented in the media. She is very conscientious of effective public relations strategies, and has a keen instinct to keep things positive." - Byron Haselden, CEO Haselden Construction
"Dawns skills as a professional communicator where invaluable in gaining remarkable attention for the Research Support Facility at NREL." - George Douglas, NREL Media Relations Manager
"Dawn is dedicated to superior service (and was rated so by our client), is a team player and knows what it takes to tackle any communication challenge." - Jerry Blocher, Sr. Project Manager Haselden Construction
Dawn was a key member of the marketing content team that moved the needle on lead generation, conversion, and sales with cloud storage provider SolidFire. Much of Dawn's work became online gated assets.
Well targeted, well managed, well written marketing assets helped build the sales funnel and expand awareness for the storage company start-up. The firm caught the interest of NetApp - an industry mega player - and a merger followed.
"Thoughtful and strategic in execution, Dawn can be trusted to produce high-quality writing - something not easy to come by in a highly technical industry." - Debbie Pelzmann, Content Operations Manager SolidFire
HOSTING entered a crowded, competitive IaaS marketplace and needed to redefine their brand after a merger. As marketing content manager, Dawn collaborated with cross-functional teams to elevate the firm's content.
Dawn created HOSTING's premier company tagline – Be on Solid Ground, Even in the Cloud. The tagline became a rally cry and was broadly used across internal and external channels and promotions.
"Dawn did a marvelous job of preparing the executive team for every press interaction. She briefed us thoroughly on hot button topics and recommended messaging that delivered true thought leadership in our industry." - Art Zeile, CoFounder HOSTING
When M&As threatened employee engagement at Fiserv ISS, a subsidiary of Fortune 500 firm Fiserv, Dawn developed a business case for a new intranet to support its 1500 employees.
Dawn is a fierce proponent of integrated communications and as such, developed cross-functional team synergies to maximize communication efforts. The strategy paid off when an employee newsletter article became the catalyst for a unique national ad campaign. Dawn's mantra? A brand brings outside what's being lived inside.
"Dawn is a real professional who has significantly elevated our communications function. She is creative and a great pleasure to work with." - Skip Schweiss, VP Fiserv ISS, TD Ameritrade
During a communication audit for Sola Salon Studios, Dawn saw the need to shore up support for franchisees, a key audience segment. She was contracted to execute a strategic plan that identified missed marketing opportunities for franchisees and other key audiences.
These investments in public relations and marketing fueled a higher value proposition. Soon after the tool kit roll out, Sola was voted #1 Franchise to Buy in Forbes Magazine. The firm grew 200% in 3 years.
"Dawn has a clever way of visualizing the overall big picture, while still focusing on the small, important details." - Jennie Wolff, VP Marketing Sola Salon Studios
In 1893, Wild Bill Cody entertained six million spectators, earning over a million dollars. That's about 40 million in today's dollars. Bill Cody's Wild West Rodeo captured the mystique of the wild West.
What else fueled this mystique over 130 years? What is the current status of our romance with Western traditions?
Dawn conducted research on Cheyenne Frontier Days Rodeo in conjunction with her 2003 Communication degree at Regis University. 'The Daddy of 'em all' is 125+-year Wyoming tradition and the worlds largest outdoor rodeo and Western celebration. Dawn's academic capstone thesis - Rodeo and the American Cowboy - examined this slice of true Americana.
"Dawn hit the nail on the head with her in-depth, poignant research and presentation. All recommendations were enthusiastically accepted and implemented by CFD Board of Directors." - Lynn Kelly, PhD, CFD Director of Public Relations
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