Job Role: Creative Director / Identity / Web Design & Development
Client: The Good Vibe Productions
Year: 2011

Helped to define brand and product offerings

Wrote copy for use on website and in sales materials to communicate offering, benefits to customer and USPs

Designed web pages that clearly communicated the desired message to potential customers and optimized conversion

Developed template and overall direction for monthly newsletter

Conceptualized, filmed and edited a series of informational videos for current and potential customers

Client Endorsements:

“I found working with Jackie a pleasure – she is witty, creative and highly flexible. Flexibility and creativity were key in successfully re-launching the Java for Business look ‘n feel. This project occurred in the middle of Sun’s acquisition by Oracle. Jackie and her team took our feedback well and adjusted quickly to changing requirements. I hope I have the chance to work with her in the future.”

-Alison Ginsburg Sokoloff
Principal Product Manager at Oracle (Formerly Sun Microsystems)

Job Role: Creative Director / Art Director
Client: KMC / Fender
Year: 2007 – 2010

Extract was a film released this past fall written and directed by Mike Judge.

Problem:
Crowded film openings in and around Extract’s opening weekend. And Extract is a niche film that didn’t fall within a clearly definable genre. Labor Day opening weekend is traditionally not a movie-going weekend.

Solution:
Identified the main reasons that people would go and see the film and made sure that those reasons were clearly addressed in the messaging. These included: affinity for Mike Judge, affinity for the cast, emotional connection to the subject matter and emotional connection to the characters. We also tied the work-place location and subject matter of the film into the Labor Day weekend holiday.

Research
Conduct audience audit by segment
Quantitative – Who, Where and When
Bloggers
Influencers
Communities
Platforms
Qualitative – What, Why and How
Conversation topics
Trends
Sentiment
Emotion

Messaging
Position Extract as a companion piece to Office Space
Highlight characters from the film to increase emotional connection
Focus on Mike Judge for fan appeal
Focus on stars for fan appeal
Create targeted messaging for bloggers and journalists based on trends
Easy-to-post formatting for releases
See http://extract-the-movie.com/press

Blogger Outreach
Bloggers chosen based on three main criteria:
Relevance (how relevant is the content to them and their audience)
Influence (how influential are they?)
Affinity (have they already demonstrated affinity by posting previously)
Outreach done on a one-to-one personal basis
Relationships established and maintained
Outreach email is short, relevant and enticing
Link provided to Social Media Release (SMR) hosted on the destination site

Comic-Con Presence
In-booth green screen experience
Participants edited into the trailer on-site
Takeaway custom USB thumb drive with their cameo in the trailer and other media for them to upload and share resulting in dozens of UGC posts and thousands of views.

Facebook Fan Page, Quizzes and Apps
Created a dynamic Facebook fan page
Regular updates
Added apps, widgets and media
Promoted fan page via social media platforms and targeted advertising
Gather insights and post content likely to encourage interaction
Develop contributions including tools, information and messaging that are relevant and helpful to the community

Social Media Presence Management
Skinned social media profiles
Maintained constant flow of new content
Gathered friends, followers, subscribers
Pushed content through channels to form continuous content loop

Research

• Conduct audience audit by segment
• Quantitative – Who, Where and When
• Bloggers
• Influencers
• Communities
• Platforms
• Qualitative – What, Why and How
• Conversation topics
• Trends
• Sentiment
• Emotion

Blogger Outreach

• Outreach to key bloggers
• Event announcements
• Program offerings
• Customer success stories

Social Media Presence Management

• Facebook group
• Twitter profile
• Corporate blog

Influencer Outreach

• Determine key influencers within community
• Conduct outreach to influencers
• Secure panelists for events
• Invite key community members to events and sneak peeks for new offerings

Event Planning

• Startup Camp 4 & 5
• Secure panelists
• Determine discussion topics
• Coordinate partner involvement
• Promote events through social media channels

Social Media Training

• Survey team to determine which platforms and activities are appropriate for each member
• Present social map to outline platforms and audience location
• Train on best practices
• Train on technical considerations

Results

• Over 9 months:
• Attendance at Startup Camp more than doubled from previous years
• SSE highly visible within Web 2.0 community
• Over 3,000 mentions
• Hundreds of posts
• High level of community engagement

Client Endorsements:

“Jackie really knows her stuff, and has been invaluable helping my team to understand “viral” marketing and how to design a truly community-oriented portal. Creative, honest, straightforward and thorough, I have really enjoyed her and her work.”

-Joann Yates

Sr. Marketing Manager, Sun Mirosystems