Chuck:
Below are several examples of my work that I thought might be relevant to the projects we discussed. I've summarized the key points of each project, and I've included a link to a pdf file of each sample. Feel free also to browse through my portfolio and the rest of my website as well.
Several of the documents linked to below contain sensitive material, so I ask that you only share this page and these documents with other BP colleagues as you discuss how I might be able to help you with your own project.
As you can see, I help my clients find the right message to share with the right people. I would love to help you find solutions to the communication challenges that lie ahead of you.
Best regards,
Beth Carter
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Developing the strategy
Situation
An entrepreneur approached me to develop the marketing materials for a new company she was creating. However, upon further discussion I realized that her primary need was to build a solid business case to gain the support of lenders and suppliers.
Challenge
How to identify the new company’s strengths, weaknesses, opportunities and threats and present a balanced and thorough business plan to financiers and business partners?
Solution
I researched the industry conditions and competition and analyzed the entrepreneur’s operating plan, financial plan and marketing plan to create a comprehensive business strategy. As a result, the company was able to receive preliminary financing to begin prototype production and assembly.
- Click here to see the document.
Developing the strategy, Part II
Situation
A non-profit children’s theater group had just moved into a new, bigger facility to better accommodate the organization’s educational programming. The group needed to substantially grow enrollment in order to afford the new higher rent expenses.
Challenge
How to increase the group’s presence in the community and reach the target market of parents of school-aged children?
Solution
I developed a comprehensive marketing plan that combined community outreach activities with traditional marketing and public relations strategies, to more than double enrollment within the first six months of implementation.
- Click here to see the document.
Defining the objectivesSituation
This national specialty insurance agency had – remarkably – never developed a website. The new website would have to meet the unique needs of multiple user segments, however, including management, staff, brokers and clients.
Challenge
How to coordinate input from key stakeholders to develop a comprehensive online strategy that met the distinct needs of each group?
Solution
I leveraged customer surveys and facilitated a series of discovery meetings among management and staff to identify 3-4 functional goals for the new website. As a result, I created a website that included a message targeted to brokers and clients with the functionality that management and staff needed.
(Click on the image for a sample excerpt.)
Defining the objectives, Part II
Situation
A management consulting firm had created for a corporate client a two-day training program titled, “Leading Virtual Teams.” The program ran a little long, however, and got bogged down with exercises and activities that strayed from the core principles of the workshop.
Challenge
How to seamlessly pare down the training into a more tightly-focused and user-friendly one-day program?
Solution
I worked with the consultant to clearly define the learning objectives of the training. I then restructured the program and trimmed any content that didn’t focus on the core objectives. The result was a program that clocked in at just 4.5 hours. Additionally, I was able to repurpose some of the excised material into three white papers that my client is now using in their own marketing.
- Click here to see the document.
Educating the audience
Situation
This web design firm provides small businesses with websites that feature content management systems. With these websites, business owners can make changes to their sites themselves, without having to involve the web designer. Only a basic understanding of computers is needed, but many business owners have a hard time believing that.
Challenge
How to convince technophobes of the benefits and ease-of-use of content management websites?
Solution
I created a series of case studies that walked potential clients through the web design process, proactively answering questions and making my client’s technical services accessible to non-technically-minded business owners.
(Click on the image to see a sample excerpt.)
Communicating the changes
Situation
This globally-recognized candy manufacturer had updated the product packaging for several product lines, making them more attractive to both consumers and retailers alike. Simultaneously, the company was introducing several new product variations as well.
Challenge
How to communicate these changes to candy buyers, to avoid confusion and build excitement?
Solution
I developed a series of 14 press releases to be released to industry sources over a 12-month schedule, in coordination with the company’s own internal marketing efforts. Each release was narrowly focused on a specific aspect of the product rebranding, for crystal clear messaging. The language of the releases was fun, upbeat, and packed with mouthwatering images that made the product changes come to life.
- Click here to see a sample excerpt.