Campaigns and projects
The following reports detail a series of "home-run" integrated marketing communications campaigns and projects I've led or helped lead, with duties in customer engagement, strategy, writing, editing, social media, analytics and more. Click on a campaign below to start browsing!
Campaign: Customer Success Journey
Goal: Nurture our relationship with a key early-adopter customer and build advocacy within the account through various forms of engagement through content and customer marketing.
Method: A Compuware account manager asked his customer, an early adopter of our new product, to speak at Compuware's annual company event. I was introduced to the customer and began working closely with the account manager to build a relationship with our customer's key point of contact, a director of application development. As I built a relationship with her through conversations and interviews, I learned the customer's story, why they partnered with Compuware, and what kind of success journey they were on with us.
From this information, I wrote a new kind of customer success story for Compuware. It followed a narrative arc that showcased the customer's ongoing journey, rather than focusing on one-off achievements with our product. We promoted the story on social media, including sponsored LinkedIn posts, as well as through Google Ads and remarketing.
New Success Story Model: The success story became a go-to piece of content for other sales reps and account managers struggling to get new and existing customers to adopt Compuware's new product. It became the new "template" for future customer success stories.
Revenue Influence: The customer success story has influenced upwards of $250,000 in revenue in less than two years.
Customer Award: The story was used as a showcase piece to help our customer be nominated as a finalist for DevOps.com's Top DevOps Transformation award in 2018.
Media Opportunities: The story has led to several potential opportunities with press covering the technology and software industry and business/digital transformations.
Campaign: Customer Win-Backs
Goal: Generate new opportunities for account managers and sales reps to re-engage with a select group of former Global 1,000 customers to present the story of "the new Compuware" and introduce them to Compuware's latest innovations.
Method: Marketing worked with Sales to identify contacts in key win-back accounts. We collaborated on determining the appropriate narrative arc of seven emails that would be sent consecutively to those contacts over the course of seven weeks. I wrote each email as coming from the account managers and reps. After a successful pilot with an enthusiastic rep, we launched the campaign. The emails were sent through Marketing's CRM, allowing us to track open rates and click-through rates as well as see responses from contacts at each win-back account.
Results: Contacts from several accounts responded with enthusiasm. The campaign helped Compuware reps secure meetings with former customers, who were enthusiastic about what they read in the emails they received. Other win-back account contacts provided Compuware reps with direction on who to reach out to in their organizations moving forward, or expressed interest in learning more about a specific solution.
Project: Corporate Blog Revamp
Goal: Reverse rapidly declining blog traffic to increasing month over month and year over year. Position the blog as the top source of content for the mainframe industry. Build a community of expert contributors. Build a community of loyal readers.
Method: Previous to my joining Compuware, one person was posting content once every month or more. Upon joining as Compuware's content marketer, I immediately began implementing digital and editorial best practices, including:
Creating a detailed editorial calendar, posting twice a week, with a content pipeline extending up to two months out
Optimizing every inch of the site for better search performance (e.g., meta data, alt text, keywords)
Establishing standards and best practices such as writing guidelines, calls to action, categorization, tagging, etc.
Building relationships with experts within and outside the company to leverage their knowledge for content
Mobilizing a deep bench of regular contributors to begin building sustained thought leadership brands for experts
Implementing a subscription list to build readership by delivering new content weekly to subscribers' inboxes
Increasing social promotion of posts, including paid promotion across channels as well as paid search ads
Results: Despite the impact of the GDPR on metrics as of May 2018, over the course of three years, blog traffic has doubled year over year, with several posts ranking first in Google search results. Top posts have accumulated anywhere from 1,500 to 10,000+ views (and growing) in under two years. On-page time ranges on average from a minute and a half to three minutes, with many posts reaching five minutes or more. The bench of contributing authors has increased from only a few to about 40 or more people. The subscription list has grown to over 600 readers and continues to grow each month.
Results: The newsletter subscription list includes just under 14,000 recipients and is growing, with an open rate over 21% and a click-through-rate of 5%.
Project: Quarterly Newsletter
Goal: Reach a new level of thought leadership by building a list of subscribers who we send a quarterly newsletter that includes curated and original content focused on business and digital transformation.
Method: As the technology writer and content marketer for Compuware, I have a better understanding of trends across the software/digital-business landscape than most. I helped develop the idea for creating a newsletter that includes the best content others and I have engaged with--from partners, research firms, media outlets, etc.--as it relates to these trends every 90 days, including some of our own. This would ensure our customers or followers of Compuware saw us as more than just a software company pushing products, and give people more of a reason to trust us and listen to our opinions.
Results: While we never received a response from any government entity, as a result of our promotional efforts, the campaign got traction with individual technology professionals and leaders within the public and private sectors as well as with many top global IT and software companies. The letter I wrote was also re-published as a syndicated article under our CEO's name in the most prominent mainframe-focused trade magazine, which boasts an audience of over 50,000 contacts.
Campaign: Letter to the Fed
Goal: Garner support from business partners, competitors, analysts and employees in a letter to the federal government, namely the IRS, to persuade them to modernize core back-end mainframe technology in agencies' data centers, rather than eliminate it, by implementing digitally supportive culture, processes and tools.
Method: The letter I wrote for this campaign was in response to a report from the Government Accountability Office condemning mainframe systems. Our team then gathered "signatures" and support from business partners, competitors, analysts, and employees and published the letter online under a purchased domain. To promote the letter, I wrote a blog post and helped our team promote the letter through through social media, including through sponsored social ads. We also promoted the letter through paid and remarketing ads as well as sending an email to all our audiences.
Method: As the technology writer and content marketer for Compuware, I've built relationships with experts across the company and industry. I leverage these relationships to engage in meaningful conversations that I record with a podcasting mic and edit in open source software. To launch this project, I conducted research on podcasting, strategized and scheduled pipeline of
interviews and episodes, and collaborated with my
team to properly brand the show before launching it as "The Modern Mainframe" across major podcasting clients as well as on Compuware's corporate site. Every episode is transcribed and the transcripts are posted on Compuware's corporate site for a multitude of reasons, including SEO and empowering hearing-impaired professionals to engage with the content.
Results: We promote each episode on social media and are building campaigns around the show. Hard data and statistics around success to come.
Project: "The Modern Mainframe" Podcast
Goal: Provide a new means for our customers and other audience groups to engage with our corporate messaging and thought leadership.