BRAND AWARENESS CAMPAIGNS
In order to build brand advocates, people first need to know about your brand. With experience designing cross-platform B2B / B2C awareness campaigns, Weber can build a strategy that elevates recognition of your brand.
THIS IS NPR. NPR FOR BRANDS.
Inspired by NPR’s iconic audio tag “This is NPR,” the “This is NPR. NPR for Brands.” brand awareness campaign showed how advertising industry terms—reach, delivery, efficiency—mean more in NPR’s trusted environment.
THOUGHT LEADERSHIP
When you provide value to your audience you help build brand affinity. With experience developing cross-platform thought leadership experiences, I can define your brand's expert voice and help strategize how to distribute your content and connect with your audience.
B2B MARKETING
As in B2C marketing, creating a connection is at the center of the best B2B marketing strategies. When you build a fan you build a buyer. With experience developing strategies to engage businesses, I've increased sales, drove renewals, and nurtured brand advocates.
PBS FOOD RECIPE BOX
To raise awareness of PBS Food's digital sponsorship opportunities, this custom recipe box featured "recipes" for sponsorship success alongside recipes from iconic PBS chefs Julia Child, José Andrés, and Lidia Bastianich. The mailer drove 2% CTR to the campaign landing page, 12% response rate, and conversion of campaign leads to sales.
WEBSITE STRATEGY
As a self-guided experience, a website requires careful consideration of messaging and content organization to drive engagement. At its best, your brand's website is a platform for storytelling and an opportunity to build brands advocates.
NATIONAL PUBLIC MEDIA WEBSITE
Since originally developed in 2014, the National Public Media website had become an online destination for public media sponsorship opportunities, thought leadership, and the top source of inbound leads with more than 1,000 annually. By 2019, however, the site’s infrastructure was outdated and did not offer adequate flexibility to support NPM’s growing suite of services. I launched a year-long, cross-departmental initiative to redesign the website.
COMMUNICATIONS
Clear internal and external communications strategies are central to any marketing strategy. Strategic communications involves both external outreach that raises awareness of an organization and internal communications that promote transparency, shared learnings, and cross-function collaboration. Clear articulation of these strategies and how they work together to support institutional goals are central to any marketing strategy.
COMMUNICATIONS @ NPM
In order to raise awareness of NPR Sponsorship, I built a Communications unit at National Public Media. From 2016-2019, the team’s effort resulted in external outreach that resulted in more than $900k in earned speaking opportunities and refined internal efforts that promoted cross-functional communications.
SPONSOR ACTIVATIONS
TINY DESK CONTEST
Millions turn to NPR Music’s Tiny Desk Concerts to discover musicians, like Maggie Rogers and Anderson.Paak, before they become household names. In 2015, NPR Music launched the Tiny Desk Contest — a nationwide search for new, undiscovered artists. I led sponsorship strategy for the event series growing it into a six-figure, cross-platform package in under four years.
PRODUCT LAUNCHES
To successfully launch a new product or offering you need to share the story of the problem the new product solves. I've led development of cross-platform strategies that engage audiences in a conversation about the product or offerings value and benefits.
NPR ONE PROMOTION
To raise awareness of NPR One sponsorship opportunities and grow users among the advertising community, the "Be Heard Everywhere" campaign spotlighted how NPR One seamlessly integrates into a listener’s day. The campaign was deployed in AdWeek, Digiday, NYTimes.com, and SmartBrief and averaged a 0.22% CTR and generated more than 500 sales leads.