Public Relations Campaign - U.S. Dept. of Energy
How to Reach Superior PR Performance
The public relations campaign for the U.S. Dept. of Energy's (DOE) Research Support Facility (RSF) at the National Renewable Energy Laboratory (NREL) was a contract requirement and, as such, the campaign was formally graded each month by the DOE and NREL on key performance metrics.
DOE contracted Haselden Construction to build the RSF, a new archetype in Green building design. As PR program manager, Dawn developed, executed and managed the PR campaign in collaboration with Haselden's design-build partners and clients.
The DOE's 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.
PR efforts were officially graded 'superior' by DOE's stringent performance-based contract criterion. The success of the public relations campaign contributed to Haselden securing a multi-million dollar performance bonus.
Millions in earned media were gained and promotional goals surpassed during the 18-month campaign: 1400+ clips and broadcast events from mainstream and trade media including WSJ, AP, NYT, ENR, CNN, AP, National Geo. One New York Times blogger shared our video on the RSF story, which became most-watched on NREL's YouTube channel.
Public relations tactics and marketing collateral had to adhere to strict government standards. Dawn developed trust quickly, building a strong partnership with six DOE/NREL governing entities overseeing the project.
Building industry award submissions/proposals were time consuming, competitive, and worth the effort. The RSF won over 25 regional/national building awards, which led to speaking engagements and sales leads.
Dawn's work was honored with several awards including Haselden Recognition and Achievement; NREL Making a Difference; Marcom Gold; and IABC Gold Quill Award of Excellence in Communication.
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
Digital Marketing Content - NetApp SolidFire
How to Fuel Lead Generation
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. The firm merged the following year with cloud storage giant NetApp.
Much of Dawn's work became online gated assets. Articles, blogs, nurture emails, meta data and SEO/SEM landing pages helped data center architects and CTOs navigate the storage layer of data center infrastructure.
Dawn's thought leadership paper, Designing the Next Generation Data Center, was well received. It became a pillar content piece and coveted gated asset. The success of the white paper prompted other channel marketers to request modified versions tailored to their prospects and buyers/personas.
Dawn was also contracted as a copywriter for web pages and internal pieces, such as a brand Tone and Voice Guide. The Tone and Voice Guide became a critical, internal 'how-to' for creating on-brand content across the media landscape.
Well targeted, well managed, well written marketing assets helped build the sales funnel and expand awareness for the storage company start-up. These communication efforts caught the interest of NetApp - an industry mega player - and a merger soon 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
Integrated Marketing and Communications - HOSTING
How to Rebrand and Rebuild
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 served as content manager/copywriter for press releases, case studies, media briefings, data sheets, web content and video; collaborated with SME's, graphic designers, operations, HR, and product teams to ensure business alignment.
The CEO's vision for an employee Field Guide - an elegant, hard cover coffee table book, took flight under Dawn's purview. The intent was to help crystalize the new brand promise and engage employees on the journey.
The firm received over 20 positive placements in trade publications during a short-term PR campaign designed to boost awareness of the new firm.
Dawn strategized on a Salesforce-integrated customer reference program, and managed production/scripting for 15 client videos.
Dawn's new company tagline – Be on Solid Ground, Even in the Cloud 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
Employee Engagement - Fiserv ISS
How to Elevate Engagement During M&As
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 and engage 2000 employees.
Dawn partnered with IT, Marketing and HR to execute a collaborative SharePoint intranet in 8 months. A renewed focus on employee communication erased the engagement deficit and elevated productivity by 25%.
As a thought leader, ghostwriter, and executive advisor, Dawn was lauded by leadership for her engaging, creative messaging style. The firm received a 70% rise in satisfaction with employee communication; Dawn's employee brochure won a Hermes Gold and Bronze Quill award.
Dawn's roles included managing editor, copywriter, and program manager for internal print and digital content. She created a myriad of HR materials from business continuity documents to event collateral and newsletters.
Dawn is a fierce proponent of integrated communications and as such, championed cross-functional teams to maximize communication efforts. The strategy paid off when an employee newsletter article became the catalyst for a unique national ad campaign.
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
Franchisee Engagement - Sola Salon Studios
How to be #1 on Forbes
Dawn was hired to identify and execute a strategic communication plan to identify strengths and weaknesses for Sola Salon Studios. During the initial communication audit, Dawn saw a clear need to shore up support for franchisees, a key audience segment.
A new digital marketing toolkit was created to support 300 franchisees with local marketing and PR efforts across the country. The vision was a one-stop-digital-shop for franchisees featuring an online portal for Sola social media guidelines, revised print materials and collateral, brand and PR guides, official photos, videos and more.
Sola embraced marketing and PR opportunities that were highlighted in the initial communications audit, and Dawn led copywriting/editing of the tool kit materials. These efforts 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
Primary Research - Cheyenne Frontier Days Rodeo
How to Improve a 100+ Year Tradition
In 1893, Wild Bill Cody entertained six million spectators and earned 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 the rodeo's mystique? Has our romance with Western traditions waned or thrived? Dawn's academic capstone thesis - Rodeo and the American Cowboy - examined this slice of true Americana.
Dawn conducted primary research on Cheyenne Frontier Days Rodeo. Rodeo marketing trends of the past and present were examined, along with what the future looks like for the industry. 'The Daddy of 'em all' has been a Wyoming tradition since 1897. Today, it's the world's largest outdoor rodeo and Western celebration.
Dawn's exit surveys identified several areas of potential improvements to satisfy clientele. These included upgrading concert venue acoustics, expanding carnival food choices, and increasing availability of water fountains in the dog days of summer.
All recommendations from exit surveys were adopted by the rodeo's Board of Directors at their annual meeting.
"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
