Please view the links to the left and below for Web and print marketing and public relations projects I’ve completed for high-tech clients. Looking for something specific? Please contact me for additional samples.
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Articles
CRM Software ROI
- Ghostwritten for CEO of web-based customer support software company
- Published in CRM Magazine, the #1 trade publication for their industry
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Weaving the Fabric of Success
webMethods Delivers Business Process Optimization
- Two articles ghostwritten for business integration software company
- Both published in Business Integration Journal, the #1 trade publication for their industry
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ParaTrooper 2006 Articles – Best Practices for Using Parature
- 10 ghostwritten articles written from customer point-of-view for web-based customer support software company
- Articles used for monthly customer e-newsletters. Purpose was having peers teach useful new ways to use software to encourage customers to purchase additional software capabilities
- Collaborated with each customer to develop article topics and interviewed each to gather content before writing
- Articles formatted into booklet for use at annual customer conference
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Bio
Short for biography, a bio provides brief background information on a specific person, usually a company or organization executive.
Chief Executive Officer and President
- Bio for the head of online election software company Votenet Solutions
- Highlights his career successes and company achievements, accomplished by explaining not only his industry and technology experience and academic background, but the growth and success of the company since he became CEO
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Brochures
Product and services brochure
- 8 page brochure describing the product suite of business integration software company
- Targeted at technology decision makers at Global 2000 organizations
- Benefits-oriented copy enables these important potential customers to connect the dots between what the technology does and what exact value it holds for them in particular
- Utilizing marquee customer testimonials aids credibility
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Industry-focused product brochure
- 7 page brochure for government sales unit at business integration software company
- Targeted at U.S. federal, state, and local government agency technology decision makers
- Providing an overview of the company, its technology, partners, and current government customers, the sales team found the brochure extremely valuable when used at tradeshows, posted to the government section of the corporate website, and e-mailed to potential prospects after qualifying them via inside sales
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Case Studies
Online vs. Paper-based Elections: How Do They Stack Up?
- Focused on the return on investment that web-based election software provides, this case study describes the quantitative cost savings of 3 customers
- Client testimonials – from large, medium and small businesses – instill confidence in prospective customers from any size organization that online elections are right for them
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Integris Credit Union Reduces Election Costs by 50% in 10 Days with eBallot
- Very brief overview of the success a client’s customer had with their web-based election software
- Specific quantitative results made this case study very effective in driving lead generation when used in conjunction with an e-mail campaign targeting credit union operations executives
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Unisys: Global Integration Backbone for Strategic Business Operations
- In-depth description of the success a global technology company had with a large-scale implementation of client’s business integration software
- Particular attention paid to electronic funds transfer and vendor managed inventory, two key issues facing large technology companies that integration software can resolve
- Hour-long interview with client’s customer after providing him with questions ahead of time helped gather excellent content for the piece
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Datasheets/Sales Sheets
Actionable Business Intelligence for Small and Mid-Size Companies
- 2 page sales sheet for business intelligence software company
- Client moving into small and mid-size business market, needed to re-work marketing messaging and create targeted lead generation campaign
- Developed Optimize. Grow. Succeed. FASTER theme for marketing campaign involving microsite, webinar, direct mail, this sales sheet, and other tactics to drive lead generation in the SMB market
E-mail as a Strategic Sales Channel, Not Just a Communication Tool
- 1 page sales sheet for e-mail marketing and analysis software company
- Client targets FORTUNE 1000 business marketing executives, needed short, benefits-oriented overview of solution and services that appeals to this audience
- Worked with their current marketing messaging and graphics to create easy-to-read, persuasive content that clearly defines benefits of solution features
Top 3 Ways Realtors Immediately Increase Closure Rates with Digital Displays
- 1 page sales sheet for online digital display service company
- Client based in the Netherlands, wanted to enter U.S. market, specifically real estate industry
- Developed marketing messaging for U.S. real estate market, emphasizing specific benefits over traditional advertising sources, including lower cost, ease-of-use, and customization capabilities
- As customer testimonial was key for credibility, interviewed current U.S. real estate customer to obtain endorsement
Emails
Industry target email
- Second in a series of 3 emails for web-based election software company
- Target was association industry prospective customers on their in-house list that have expressed interest but not moved further in the sales cycle
- Specific call-to-action with 2 high value bonus offers – clicking the big red button led to landing page with form to submit contact information and immediately get bonuses
- Deadline put in place to encourage immediate action
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Event Materials
Corporate conference agenda/brochure
- Brochure and agenda to guide attendees of web-based customer support software company annual customer conference
- After defining theme of conference and what information would be presented, wrote all content for brochure including CEO welcome letter and advertisements for service and product upgrades
- Collaborated with client in-house graphic designer to ensure content and graphics work together to support messaging
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Corporate conference promotional brochure
- Promotional brochure to drive event registration for business integration software company annual customer conference
- Targeted at technology decision makers at Global 2000 companies, benefits-oriented content was created following the established Agile. Efficient. Competitive. conference theme
- Drawing on success of previous year’s conference, endorsement quotes were obtained from Global 2000 company attendees to persuade peers at other Global 2000 organizations to register
- Collaborated with client in-house graphic designer to ensure content and graphics work together to support messaging
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Newsletters
Parature Insider Aug. 2006
Parature Insider Sept. 2006
- Two of several monthly customer e-newsletters developed for web-based customer support software company
- Designed to inform customers of company news and events, while engaging their interest through new tips and techniques for improving their customer support processes
- Developed all content and collaborated with in-house designer for production to ensure content and design worked together to support messaging
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Presentations
Using Web-based Solutions for Competitive Advantage
- Created for CEO of web-based customer support software company to deliver at 2006 Society for the Advancement of Management conference
- Conference attendees included managers at mid-size companies, non-profit organizations, and higher education institutions seeking new methods for improving administration processes
- Utilized 3 customer examples, 2 universities and 1 non-profit, to make it easy for attendees to understand information presented
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Achieving Global Business Visibility
- In-depth presentation on company and product suite for use by executives and sales representatives at business integration software company
- Designed for presenter to customize presentation for their audience of technology decision makers, simply by removing or rearranging slides
- Many customer success story slides created for various industries, enabling presenter to further customize for their audience
- Executives and sales personnel reported the presentation was highly successful in meetings with prospective customers and saved them significant preparation time
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Press Releases
webMethods Names David Mitchell CEO and Director
- Announced resignation of founder and CEO of business integration software company and appointment of new CEO
- Release generated media coverage in the Washington Post, Washington Times, Washington Business Journal, and several trade publications and online media outlets
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The International Animated Film Society Cuts Costs, Streamlines High Profile Awards Program with Votenet Solutions, Inc.
- Announced success achieved by the customer of an online election software company
- Release is search engine optimized for the keyword phrase ‘online voting’ in order for the release to appear in natural search engine results when posted to the client’s website and distributed via PRWeb, an online release distribution service
- Release not pitched to media directly, but still received coverage in a trade association newsletter and several online blogs covering association news
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Websites/Landing Pages/Microsites
Corporate Website
Company home page
- Prior to re-developing their entire corporate website due to marketing re-branding, worked with business integration software client to develop home page as model for rest of website
- Created content to achieve goal of educating prospective customers, current customers, partners, investors, media, and analysts on the company and the benefits of its software
- Several videos and interactive tools developed to engage technology decision makers in target market of Global 2000 companies
- Collaborated with in-house website designers to ensure content and design worked together to support messaging
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Landing Pages
Client case study
- Designed for lead generation, this landing page for a web-based customer support software company offered a compelling customer case study in exchange for the visitor’s contact information
- Text and web page search engine optimized for the keywords “customer support”, one of the top search phrases for their industry. When active, the web page was consistently on the first or second page of natural search results on the Google and Yahoo! search engines. That success enabled Parature to collect 100+ leads in one month directly from this landing page.
- Also wrote the case study call-to-action offer
Email campaign
- Designed for lead generation, this landing page for a web-based election software company was used in conjunction with an email sent to an in-house list of 300 association operations executives. The email and landing page use the techniques of offering an incentive prize along with bonus information and a free consultation specifically for associations, along with a time limit on the offer to encourage visitors to act immediately.
- Out of 300 email recipients, 21 clicked through to the landing page, a 7% click through rate. Out of the 21 landing page visitors, 12 registered for a consultation (the main call to action), a 57% conversion rate.
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Microsites
A microsite is a separately promoted part of a larger website. Microsites are designed to meet separate objectives and normally have a separate Web address than their home pages.
Customer community microsite
- Offering customers an interactive online resource for learning how to best support their clients via web-based software, ParaUnity is the customer community microsite of a web-based customer support software company.
- Complete with an online forum, knowledge base of ‘how to’ articles, training videos, and more, I worked with the company’s web design and marketing team to develop, write, and edit the content for the site and provided guidance on how the design and content could support each other.
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Client awards program
This is not the microsite itself, it’s the MS Word document I gave to the client’s web developers before they began their work
- I created the content for a microsite that a business integration software company needed to promote and organize their Customer Innovation Awards nomination process. I sent this document to the client’s in-house web design team to not only provide content, but aid them in the development of the microsite by providing hyperlink and layout suggestions.
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White Papers
Top 10 Considerations when Choosing an Integration Company
- I worked with the marketing team of a business integration software company to develop the concept for and research, write, and edit this in-depth, 12-page white paper. Targeted at prospective customers, the white paper educates them on what to look for regarding business integration software and the vendor providing it, simultaneously promoting how the company meets each requirement.
- The white paper was successful for lead generation, with 250+ downloads in 3 months from the company’s corporate website.
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Protecting Your Elections through a World-Class Security Infrastructure
- I collaborated with a web-based election software client to develop the concept for and research, write, and edit a detailed, 12-page white paper educating their prospective and current customers about the company’s security measures and third-party certifications for their web-based election software and physical office locations.
- This white paper has successfully served its function of proactively providing customers with a consistent, fast means of gaining security-related information. It has significantly reduced the time spent by sales representatives and customer support personnel in answering these important questions.
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More Information
Whether you need marketing collateral or a full marketing and PR plan, I can help you. Give me a call at 703-729-9159 or contact me.
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