Archives: Projects

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Health180 from Mitchell Insurance is a co-op insurance plan that pools together small businesses and provides additional healthcare service, including screening, advocacy, specialized provider pricing and re-insurance.

If none of that sentence made any sense to you, then you can begin to understand the communication challenge I faced.

Healthcare is complicated enough when you’re covering yourself. When you’re a business? Things enter a whole new world of complexity and regulation. Mitchell Insurance was looking to offer something unique to business owners – something that will save them money while keeping their employees covered as much as possible.

Visit MichellHealth180.com to see how I tackled this complex service message.

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Southeast Missouri has one of the highest infant mortality rates in the country. To combat this, Bootheel Babies & Families turned to the affected communities for help. This campaign was designed to reach out to volunteers interested in joining a Bootheel Babies steering committee. These committees were tasked with identifying the root causes of infant mortality in their own community, then form a plan for reducing it once and for all.

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In 2013, NewWave introduced a whole-home DVR capable of recording multiple shows at the same time and streaming to mini units in separate rooms. They asked us for a name for this new DVR.

Since the DVR was ideal for large families, I decided to call it “The BOSS”, referencing who’s REALLY in charge of the TV: The kids. The rest of the campaign fell into place from there.

This campaign won a 2013 Regional Addy “Best in Show” Award.

 

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There are only two certainties in life: death and taxes. While the latter doesn’t need any advertising help, funeral homes often do. But I didn’t want to associate the funeral home with death. Death is something we all want to avoid. Instead, I wanted to associate the funeral home with bright colors and an optimistic tone. Funerals are about celebrating someone’s life – and I wanted that uplifting message to carry through all Ford and Sons advertising.

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For a little over a year, I worked in the marketing department of Home Decorators Collection. There, I wrote SEO-enhanced web content for their site, including product pages, category pages and specialized landing pages for targeted SEM campaigns. I also got to write emails and the occasional print ad.

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As an intern for Rodgers Townsend in 2006, I was fortunate enough to be put on a team that worked on the AT&T/BellSouth merger campaign. One of my proudest moments as a young professional was coming up with the winning idea for the campaign, which was used online, in print and on TV.

 

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For a year, I worked for Propper, assisting them with a rebrand (their first in about 40 years). I worked closely with the marketing team to develop the tone for the brand, implementing it on social media, in their sales materials and in their full-line catalog.