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email MARKETING
2024 PRESIDENTIAL CAmpaign

With only 3 weeks, 5 emails, and a completely cold mailing list, we needed to create enough public awareness to qualify Dallas pastor/businessman Ryan Binkley for the 2023 national debates. 

 

To achieve this, I recommended and implemented...

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1) Created a new hashtag #Believe2024 (versus #Binkley2024) that could be leveraged and "owned" across all media.

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2) Used #Believe2024 as the "From" email address (versus an unknown candidate's name) to increase open rates.

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3) Began all subject lines with,"Dare to believe in..." followed by a lost ideal to  acknowledge voter cynicism and offer hope.

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4) Designed email header showcasing candidate's heartland values and good looks, plus his branded logo and hashtag.

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5) Created compelling CTAs to increase user engagement, drive traffic to website, and generate leads.

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6) Leveraged candidate's status as a political outsider (and pastor) and focused on healing a divided nation.

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7) Introduced these elements to the website and social media to create more consistent branding and messaging.

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"nefarious" MOVIE CAmpaign

How does an indie film with no stars and a tiny ad budget stay in theaters for 9 weeks and earn $5.4 million—despite an overcrowded market (6 simultaneous openings) and only 10 weeks to prep?  Through grassroots marketing that activates strong word-of-mouth.

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As marketing promotions manager, I created branded biweekly emails from the filmmakers to the fans, enlisting their support and enrolling them as Hollywood "insiders" to help spread the word.

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Wrote, designed and oversaw delivery of 10,000 2-sided poster-mailers to pastors and churches (in 10 days), combining the horror-themed poster with rave-review quotes from prominent church leaders.

 

Wrote promotional radio "live-reads" for 28 media pundits and thought leaders, from Jordan Peterson to Glenn Beck.

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AMAZON WORKFORCE STAFFING

Ten million candidates apply to Amazon each year, but only a fraction become warehouse associates.

 

To increase conversion rates, I created mobile-first standards for all emails—subject lines, preheaders, body copy and CTAs—and applied them across the liefcycle marketing funnel.

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I created SOPs for all lifecycle communications (email, text, phone), shifting brand tone and voice from formal, corporate and company-centric to friendly, casual and client-focused. 

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NESTLE/POWERBAR CAMPAIGN

Agency: OIC, Pasadena

 

Wrote 90-day, 60-day, 30-day pre-race and post-race CRM email campaign for extreme athletes (cyclists, runners, triathletes) in the U.S. & Canada, following PowerBar's established brand manifesto and voice.

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Also created headlines and copy for an experiential simulation event booth at the Boston Marathon, interviewing  sponsored athletes and incorporating their quotes on the mental game of racing.

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JAPAN TOBACCO (JTI) TRADE EMAILS

Wrote dozens of B2B trade emails for JTI cigarette/e-cig brands (LD, Wave, Logic) to retailers over a six-year period.

 

LD's share of market (SOM) increased 50% in the super-value category during that period.

 

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rbc bluesfest CAMPAIGN

Successful CRM email campaign got 48-64% open rates and 16-30% conversion rates.

 

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