Capturing the heart of a brand through diverse strategies and tactics.


Content Portfolio Inspiring action. Personalizing brands.

Experienced C-suite collaborator in Fortune 500 companies, global organizations, national healthcare networks, state government and public universities


Podcasting and thought leadership

Photo by Dana Tentis on Pexels

Positioned small start-up as competitive thought leaders through new podcast series. Click to play:

Social media case study

Building emotional connections through brand storytelling across social media. 

LinkedIn Case Study:

Situation: Small medical group had 300 followers. Its competitors have tens of thousands of followers. 

Results: Within months, tripled LinkedIn followers.

How: 

1. A steady stream of warm-hearted stories were featured to promote the brand - the people behind it and  organization's positive  impact. 

2. Engaged employees and corporate partners to share content. 

Expanding the company's digital footprint attracted new business and recruited hard to find specialists.

New Brand Identity: Website redesign

Architected and led a full-scale website transformation to align with corporate rebrand, ensuring cohesive new brand identity, strategic market positioning, and an elevated user experience that supported new business objectives and image. Company president said new site gave tiny company, "credibility."

Open Website

Transforming brand perceptions - 

Developed a story-driven direct mail campaign featuring real employee voices, transforming employer brand perception and driving immediate hiring results for roles that had remained unfilled for months.

Each direct mail post card was paired with a similar tool for emailing or printing, stretching materials beyond the mailbox. QR Code added for instant job browsing, leading to an explosion of new internet traffic to company's website.

Emphasized 'work-life balance' across all tools in this direct mail campaign - a key industry differentiator.

Direct Mail Campaign

Results in 6 weeks: 

+5 new hires for hard-to-fill posts that were open for months

+400% increase in career page website traffic 

+30 new LinkedIn Followers

 My strategy was to position this small medical group as a place where providers can attain work-life balance - a competitive strength. Instead of featuring stock art images of models on the direct mailer, recommended we feature real employees with real testimonials and  photos. Wrote all copy, added QR code to website and integrated campaign across other platforms. Sample of postcard mailers below.

Internal Communications and Executive Thought Leadership Advisor

Building Community: e-Town Hall Series

Part of a broader Chief Medical Officer executive communications strategy, launched a first of its kind Town Hall series for several hundred physicians in two states. This tactic was one of several in a strategic plan that aimed to retain top talent and foster comradery among hundreds of physicians scattered across multiple locations. Leader blog, new intranet site and weekly communication channel among the tactics. In one year, provider satisfaction scores improved, based on survey results.

Special Events

From virtual eTown Halls for physicians to in-person community events, specialize in event planning to drive meaningful connections and engagement.

Personal volunteerism

"Be the change you want to see"

It was an honor to have served on a Big Brothers Big Sisters fundraising committee for several years. Our group hosted multiple events, raising tens of thousands of dollars and other donations for this non-profit organization. The final event included hosting hundreds of kids for a Big Day @ the Lake, thanks to boat hosts and generous donors. 

Served as a mentor to a "Little Sister" - who was in foster care - for several years.  

Extras

My Career Highlights on LinkedIn

Website Design & Copy Sample

marcialynn3 @gmail.com