Content Strategy

I've worked with many brands to help define strategic paths for content, including web and social media content experiences. My work involves everything from strategy to visuals which can encompass preliminary audience research and planning, to the nitty-gritty execution pieces such as writing copy, designing visuals, and developing sustainable content that engages and converts defined audiences.

Pro Exteriors

Project Scope

Update and enhance website look, feel and contact form functionality, refresh social media content strategy, and activate Instagram channel.

Problem

The Pro Exteriors brand has been stagnant, and the company was in need of a new look on their website, as well as a social media content refresh.

Biggest Challenges

🛠️ When estimate requests come in online, there’s a lack of customer information provided

📸 Limited high-resolution imagery

🏗️ Insurance claim language sensitivities

🚧 Need to create a digital experience that connects and engages customers while helping them make informed decisions about their projects along the way.

Interview Research

I met with the business owners to better understand the history of the company, the products and services offered, the existing digital content, and the opportunities.

Website Enhancements

The client requested a more modern look and feel for their website, as well as a dynamic contact form when customers reach out for information. I started with mapping out the content for the contact form.

Wire Framing

I created LoFis of the user experience, ensuring all information buckets were accounted for and laid out in an organized way.

I created HiFis of the user experience, applying LoFi edits and mocking up frames on devices.

I developed website copy around company history, differentiators, services, products, processes, testimonials, and logistics. I sought out and pulled together a repository of branded high-resolution photography, video, and graphics.

Social Media Enhancements

The client wanted to expand their social media presence by adding an Instagram channel. During the research process, it was discovered that all selected competitors had Instagram accounts. Overall, adding the digital channel in the right way could help provide a visual with timely updates, that will inform their audience and expand their reach. I created categories for content to engage and inform audiences while ensuring a highly visual experience that aligned with the new modern look and feel of the website.

Heaven Hill Brands

Keeping design fresh is an ongoing part of working with content. For Heaven Hill Distillery bourbons, I provided creative direction and strategic content across four unique bourbon brands; this included multiple high-profile content opportunities like the “2017 whiskey of the year” award recipient Elijah Craig Bourbon and Evan Williams MLB home opener campaigns. I had to prioritize creative directing, copywriting, editing, and community oversight while differentiating voice and tone and the look and feel of each brand while elevating visual strategies.

For Evan Wiliams Bourbon, a series of categories were created during a workshop with the main stakeholders in order to reinvent imagery and creative direction. We developed ideas around the experience and lifestyle of our target audience, created a mood board, concepted designs, and brought together a new look and feel for the brand.

For Elijah Craig Bourbon, a more refined business aesthetic was applied to creative, targeted toward a white-collar business audience, and for Larceny Bourbon, creative direction and visuals had an ominous undertone that was more casual and accessible. Below are a series of photos.

Community Management

Community Management is an intricate part of keeping users engaged on digital channels. While working with Heaven Hill, to determine what content was an engagement opportunity, I created a flow chart to follow with a combination of our excited following and our elevated styling in mind throughout. I used a Fan Response Work Flow to demonstrate how to review, prioritize, and potentially escalate responses. I created a sketch to review with stakeholders before formalizing a Community Management Fan Response Work Flow process as part of brand standards.