Ford Corporate Banner Campaign


4 distinct rich media banner concepts drove users to targeted content on the Ford Corporate site.

Project Objective
Drive traffic to mini-sites with relevant content for different audience segments.

Strategy
Ford Corporate featured many distinct lines of cars, from the blue-blood Ford brand to the safety minded Volvo to the upscale Lincoln. Instead of a generic message targeted to all, they wanted to hone in on each segment with a mini-site geared towards content that a distinct demographic would enjoy.

The demographics were moms, young gamers, car enthusiasts and green-minded car buyers.

Execution
To drive traffic to these mini-sites, Ford Corporate tasked our creative team to produce banners that would drive to these sites.

– Young Gamers
Concept 1: This banner’s treatment of a drag-racing game as an all-out, no-holds-barred prizefight with only one winner.
See the banner

Concept 2: The mission – drag a giant donut into a giant cup of coffee. This improbable mission demanded a “mission impossible” treatment.
See the banner

– Car Enthusiasts
Concept: An innovative new car that relied on solar, diesel and hybrid electric energy had a distinctive look and design features that seemed to occur in threes. Thus, “Behold the Power of 3” was born.
See Banner 1
See Banner 2

– Moms
Concept: A storybook approach to the trials and tribulations of driving with kids allowed us to use whimsy and fancy to sell safety benefits that parents would be interested in.
See Banner 1
See Banner 2

– Green Drivers
Concept: This simple concept illustrated how Ford Motor Company was making the “green” choice to create a more environmentally friendly tomorrow.
See the Banner

Deliverables
Concepts and copy for 8 banners in collaboration with an Art Director

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Allstate.com Content


A simple content re-architecture brought 100+ existing keyword rich articles that were invisible to search engines to within 2 clicks of the homepage.

Go to Allstate.com

Project Objective
Raise the organic SEO ranking of the Allstate.com auto insurance section.

Strategy
Knowing that search engines value fresh, well-linked content, Allstate sought to bump up their SEO ranking by rewriting the existing 20 articles in the auto section.

I went beyond the scope of the project and recommended they restructure the navigation to optimize content accessibility and add a blog-style content library that would house over a hundred articles that were already written, but buried in xml files.

Execution
When I first received the assignment, a content audit was done of all the auto insurance related content that existed. It was tagged, categorized and inventoried to understand the universe that we could work in.

Then, the navigation was re-worked to support an inverted “L”, with high priority content in the upper left of the top and side nav, and low priority content to the right and down. Drive to quote was high priority, then content about Allstate’s products and last content that was about topics related to Allstate’s products. Sub navigation was exposed to help users find relevant content and help the search spiders find content.

The last part of the exercise was to rewrite the 20 existing articles in the auto section and work with UX and design to create a solution for the new blog-style pages that would house the previously inaccessible articles.

Results
At the time this page was written, Allstate’s auto insurance home page was 3rd on Google for the term “auto insurance.” Time will tell if the long-tail content results in an increase in organic traffic and quote conversion.

Deliverables
Content Audit
Site Map
Copy deck for 20 articles about Allstate policies, coverage and features.
Lead content collaborator with clients, UX, design and technology

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Allstate Personal Quote


Before our team redesigned the quote & buy tool, Allstate sold under 250 policies online each quarter. Now they sell hundreds a day in just 30 states.

Go to Allstate Personal Quote

Project Objective
Establish Allstate as a competitive online seller of auto insurance in a crowded marketplace.

Strategy
The Geicos, Progressives and Esurances of the world already had a strong foothold when it came to selling auto insurance online, and Allstate wanted to grab their fair share of the pie.

Their initial learning showed that people valued price, but even more than that they valued reliability and convenience. By streamlining the front- and back-end of their antiquated quoting app, they hoped to not only become competitive, but leap frog their rivals in online conversion.

Execution
This project started by taking a hard look at the questions Allstate was asking users to answer. After eliminating anything that didn’t directly affect the price, we moved questions that required users to leave the computer (VIN, drivers license #) into the post-quote purchase process.

Then we worked to optimize interactions at every step of the process, all while giving users the contextual help they needed to quickly get to a quote.

On the quote screen, a delicate balance of information, interaction and design was struck. After multiple rounds of usability testing, we landed on a design that gave users three prices, the ability to customize and easy to understand contextual definitions.

Results
Given the size and complexity of this project, Allstate is rolling this tool out state by state. They began to see real results immediately, going from 8 policies sold online countrywide to hundreds sold a day in just a portion of the country.

The success of the tool has kick-started other revenue generating projects and paved the way for the quote template to be leveraged across their other products.

Deliverables
Content matrix for 50 states
Lead content collaborator with clients, UX, design and technology

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Bumper to Bumper Basics


This drive to quote app enjoys a 66% conversion rate, not including call center leads.

Go to Bumper to Bumper Basics

Project Objective
Drive educated, qualified leads to the online quote tool.

Strategy
Consumer research uncovered a “confidence gap” in the auto insurance shopping experience. Customers just didn’t feel good about their coverage, because they didn’t know what would happen if they had to make a claim.

Allstate wanted to bridge that gap by offering shoppers a way to de-mystify the auto insurance experience without the “legal-ese” that was common in the category.

Execution
The solution was a “virtual insurance guide” that would walk the user through 11 simple questions and present them with a starting point for limits and deductibles. Friendly banter and an “everyman” approach to explaining complicated insurance concepts helped flesh out the results of the questions – giving them context and making them easy to understand.

Live video of four different “guides” was shot for the specific purpose of being integrated into the app. Each guide delivered the same info, but the tone and flavor of the delivery varied to suit the demographic segment they represented.

The app also features “real life examples” that illustrate how the coverage pays for things that happen to you in the real world.

The content also varies by state, so 50 different versions of the on-screen text and definitions needed to be created in order to make sure what the users see is relevant and not ambiguous.

Results
In terms of meeting the project objective, this app hit it out of the park. 66% of users continue on to get a quote, have someone call them or use Allstate’s agent locator tool. There is an additional call to action that isn’t tracked – calls to the call center.

The virtual guides have proven to be a success outside of the tool as well – they are used within the quote process and within site content as stand alone, informational videos.

Deliverables
Content matrix for 50 states
Web video scripts
Lead content collaborator with UX, design and technology

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Keebler Tiny Door Project


This social media marketing effort breathed new life into icons of the brand, the Keebler Elves, by creating content and conversations around tiny elf doors installed in trees across the country.

Project Objective
Give millennial moms a magical experience with their children to get them thinking about the Keebler in a new way. Secondarily, this was also the brand’s first foray into social platforms other than Facebook.

Strategy
Inspire moms to open the doors of their child’s imagination and share their experiences on social media.

Screen Shot 2014-10-08 at 4.42.52 PM

The Work
The Keebler Elves inspired the imagination of an entire generation, and we set out spark that nostalgia and wonder by installing miniature doors, crafted by local artists, in trees in over fifty cities all over the country. When kids and their parents stumbled across these unique doors, young minds would ask, “Who lives there?” and “What do they do?”

The Tiny Door Project started as an experimental initiative that quickly grew into a big idea Keebler could reinvent their brand around. Each tree was an extension of the “Hollow Tree” that Ernie and all the Keebler elves made cookies in. They sat at the center of the campaign, and we created content that showcased the doors, prompted conversations and sharing, as well as re-created the magic and whimsy the doors inspired.

programpost

Our creative focused on making people aware of the doors so they would go visit them in person through gorgeous photography. Then, we encouraged people to share their visit on social through a hashtag and message on the door, as well as conversation starters on social platforms. Last, we had fun with the concept and the idea of elves, lifting the curtain on their magical world by creating an Instagram account that posted as if it was an elf with a tiny mobile phone.
The result was a blend of magical imagery and stories and helped moms take a moment out of their over-scheduled day to nurture their child’s imagination. As the doors rolled out across the country, city parks, local news, and communities of artists began to embrace and advocate for Keebler’s mission.

Results
We built followings in the thousands across Tumblr, Twitter, and Instagram with little paid budget for a brand starting from scratch on those channels.

The program quickly garnered national attention in USA Today, as well as dozens of local news outlets.

Deliverables
Content Strategy
Distribution Strategy
Editorial Planning
Content & Community Management

Screen Shot 2014-10-08 at 4.51.21 PM

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DeVry: Know How for a New Tomorrow


This content marketing effort caused more than a 30% lift in enrollment, compared with prospects who didn’t experience this program.

Project Objective
Establish DeVry’s reputation as a forward-thinking school that helps students get a job after graduation.

Strategy
Fuel and host the conversation around how America needs to get ready for the upcoming job shortage of 20 million college graduates by 2025.

The Work
We set out to showcase how DeVry prepares students for a career in the new economy by creating content about their unique partnerships with Fortune 500 companies, perspectives from DeVry grads working in the field and thought leadership from their best-in-class faculty.

DeVry already had programs and initiatives that were amazing proof that the school “walked the walk” when it came to preparing students for future careers. But no one outside the school knew about them. Our first step was to do a comprehensive audit and conduct stakeholder interviews to break down the silos in their organization.

Out of that, we developed a strategy that incorporated the best stories they had to tell. The school partnered with Fortune 500 companies to make sure their graduates had the skills those companies wanted, so we focused on one major partner per quarter. We found the students working in fields related to those partners, and told their stories to get prospects excited about those future careers. We also tapped into DeVry’s faculty and made them into heroes and thought leaders.

The result was a blend of articles, infographics and videos focused on generating excitement around a career change. After they experienced this content, we matched it up with one of the school’s relevant programs to drive them further down the funnel. The content was shared across paid, owned and earned channels based on a comprehensive media strategy.

Results
We reached over a million prospects in just five months and our earned reach exceeded paid reach, demonstrating how we were able to create content that sparked conversations.

Most importantly – it poured qualified leads into their funnel. A prospect that experienced our campaign was more likely to enroll in the school and think favorably of DeVry

Deliverables
Content Audit & Stakeholder Interviews
Content Strategy
Distribution Strategy
Editorial Planning
Content Management

Go to DeVry’s Blog

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