Branding and Positioning

Open the link to learn more about each project.

Concepting and Ideation

» Professional Association Branding

The National Association of Manufacturers’ Council of Manufacturing Associations (CMA) represents the strength, power, and influence of the manufacturing sector. CMA tasked my marketing agency with establishing a brand to unify its look and boldly deliver its message to current and prospective members.

CMA targets a highly sophisticated professional audience of manufacturing association presidents, CEOs, and executives. I collaborated with design team members to ideate content and design concepts that would speak to this audience, then wrote headlines and taglines to align with design concepts. When four concepts had been chosen by our internal team to present for client consideration, I prepared descriptors and rationales for each concept.

» Discover the concepts and rationales. Which one would you choose?

Positioning Events

» WTOP Milestone Anniversary Special Event

To reinforce its position as the news leader in the nation’s capital, WTOP celebrated its silver anniversary as an all-news radio station with a gala enjoyed by the entire Washington radio listening community.

To promote this significant achievement in broadcast history, I solicited well-known broadcasters and famous station alumni to record greetings played on air.

I also produced a series of retrospective promotional spots of significant news events covered by WTOP. I oversaw the entire station celebration, inviting local and national political and community dignitaries, famous station alumni, and CBS Radio executives for a special black tie in-studio gala.

Guests also got to enjoy a mini-radio history museum of station and broadcasting memorabilia set up for the event. CBS commentator Charles Osgood helped the celebration with a live broadcast from WTOP studios.

Special Events

» Athletic Center Grand Opening Event

Averett University in Danville, Virginia, sought to raise its profile in appealing to more male and student-athlete prospects. When the university opened a multimillion-dollar sports complex, it had an opportunity to fulfill this goal. I conceptualized and managed the center’s grand opening event – SportsFest.

This facility not only enabled the institution to broaden its athletic offerings, but it was a significant asset for the entire region, which could now enjoy sports events from baseball to basketball to tennis. SportsFest featured sports exhibitions, athletic clinics, health and wellness workshops, building tours, free food, games, and prizes.

Community Outreach

» Afternoon All-Stars Mentorship Project

This project helped kids understand why it’s cool to stay in school. It paired collegiate student-athletes with middle schoolers for homework help and an after-school workout.

When Averett University opened its new athletic center, it leveraged it as an opportunity to develop grant-funded community outreach initiatives for the institution. I developed one such initiative to pair at-risk middle school students with Averett student-athletes and encourage the middle schoolers to stay in school.
The program, Afternoon All-Stars, enabled the college to partner with the county and city school systems. Through the program, at-risk middle school students were mentored and tutored by the college’s student-athletes at the sports complex after school. The student-athletes were role models for the middle schoolers and provided academic support and athletic mentorship – all aimed at encouraging the middle schoolers to aspire toward a college education.

Strategic Partnerships

» WASH-FM Home and Car Giveaway

To build a brand, sometimes you have to build a house. One of the most talked about contests in Washington radio history brought big ratings for WASH-FM and boosted sales for four well-known partner brands.

The competition to boost radio listenership in the Washington metropolitan market is fierce. As marketing director for WASH-FM Radio, I helped create significant buzz with the development of a promotion that partnered the station with Coca-Cola, Ryland Homes, Giant Food, and Safford Lincoln-Mercury to award one listener a free home and car!
The contest aimed to solidify the station’s brand and provide additional revenue streams for the station and these partners. The promotion significantly increased listenership, provided brand-building visibility for the sponsor organizations, and enabled all of the partners to engage in a community outreach initiative with Children’s Hospital.
It is one of  numerous brand-building contests and promotional activities I have created and managed during my career.