Spectrum Communications & Consulting
I cut my teeth as a brand strategist at Spectrum. The digital marketing agency partnered specifically with home remodelers due to their penchant for offline promotion, so the role offered a lot of creative latitude as our team often built online presences from the ground up.
I began as a web content writer, producing SEO blogs to drive traffic to landing pages where clients could capture leads; but as time went on, I started sharing rooms with client leadership and brokering promotional strategy for seasonal sales, charity efforts, and media appearances.
Many Spectrum clients relied heavily on the radio and newspaper to get the word out. Our challenge was demonstrating how their paid media strategy could be amplified with an active content feed.
A great way to show this was publicizing charity efforts. Many remodelers are family-owned and pride themselves on being community champions. Creating web and social media content to promote these initiatives offered a relatively low-stakes way to show the positive business impact of just being visible online.
Multi-Channel Marketing
Environmental Heating & Air
One campaign I remember fondly is EHA’s Replant California initiative. The Sacramento-based remodeler donated all of its net proceeds for a set period to the nonprofit, One Tree Planted, to combat the rampant deforestation of recent California wildfires.
I love working on projects where revenue isn’t the end-all-be-all metric, and as recent years have shown, contributions like this are crucial for California and the surrounding region. The campaign itself offered an early opportunity to work with client leadership while writing the landing page and editing the social media spot below.
Visit the Replant California overview page.
Legacy Remodeling
My work for the Pittsburgh-area remodeler was both memorable and formative. The project centered around a treehouse construction for Steelers wide receiver, Antonio Brown, that would be profiled on Animal Planet’s Treehouse Masters.
Legacy couldn’t want to publicize this on all their channels. They shared over 1,400 images from the worksite, but didn’t have a presentation strategy. Understandably overwhelmed by the abundance of assets, Legacy’s account manager tapped me to build a content calendar from scratch. Legacy leadership wanted website content to promote their upcoming TV appearance, but we were roughly three weeks from the episode’s debut. Publishing something immediately would’ve spiked anticipation too soon, so I proposed a more staggered approach.
The landing page features three photo galleries depicting the project’s construction, furnishing, and filming. We revealed a new gallery every week on days the Steelers played. The final gallery revealed the episode airdate and time, ensuring that site visitors were seeing it at the right time.
Visit the landing page.
The day of the episode’s premiere, I published the blog linked in the landing page’s hero image. This offered a more in-depth profile of Legacy’s construction process and materials, most notably the siding and metal roofing systems they wanted to emphasize.
Concluding the campaign with this post put the focus where it needed to be: Legacy’s standard of quality and how it’s extended to all Pittsburgh homeowners, not just Antonio.
Click to read the post.
This was an unexpected evolution of my role at Spectrum, and the area where I felt I did my most creatively enriching work. In order to bolster its own lead generation, the company wanted to position itself as a digital marketing thought leader.
One way they aimed to achieve this was by reviving their YouTube channel with short videos that either highlighted an aspect of their promotional strategy, like reputation management, or introduced new tools, like on-location lead capture for companies attending home shows.
The company’s marketing manager initially asked me to assist with voiceover scripting and light footage editing, like the EHA social media spot above. As we worked together, though, we discovered that we both wanted to upend the two-shot, talking-head formula and create something more dynamic.
Here are my three favorite pieces: