Writing and editing
Drupal.org Brand Repositioning and Strategy
Client Product Launch
DrupalCon Branding and Digital Presence
Blog Management
Website Content Development and Lead Capture Campaigns
Social Media
Client Brand Management
Writing and editingThroughout my career, writing has taken a central role.From ghost-writing blogs, to promotions content, to 150-page utility business proposals and standardizing 30-3-30 messaging - I’ve had a hand in it all. Here are some examples.BlogsConnect the Right Teams and Work Together (PagerDuty, product launch)ServiceNow integration update (PagerDuty, Partner integration features update) Closing Oregon Skills Gap (Learning.com, posted by H Blackwell, written by me)Computer Science for All (Learning.com, ghost-written for Executive Director)Digital Learning Day (posted by H Blackwell, written by me)Copy writing and editingPagerDuty Customer Service Use Case pageDrupal.org front page, developer persona page, marketing persona page, and agency persona page.Drupal community pages for agency marketing and marketing support.Recent PressDrupal 8.6.0 press releaseDrupal press releases (posted by RyeBird)
Drupal.org Brand Repositioning and Strategy As a key member of the leadership team, I was responsible for driving end-to-end business strategy development, including persona research, customer journey mapping, brand development, digital presence redesign, annual communications planning, and leading the team to implementation.As part of this process, in 2017 we looked at Drupal.org and saw that the existing site was great for the developer audience, whom Drupal was built for and by. However, it said nothing to new audiences, and was even confusing for non-technical audiences like the CMO and Content Directors, whom are more and more often deciding what CMS platform an organization will choose.In order to redesign the Drupal.org front page, we started from the beginning - with persona research and customer journey mapping.While we were tasked with launching a new site for the keynote at DrupalCon Nashville in 2018, which we did, we continued the repositioning work beyond that. In 2018 I led the team and process through Drupal’s first exercise of defining a business strategy for the brand, aligning a business roadmap across the supporting association, open source development project and business community and planning communications around the strategy.
Client Product LaunchWorking with Intel to launch their IoT Atom, Pentium, and Celeron Processor Series, I managed the following pieces acting as overall owner of client brand and ensuring we were on target for launch. Consistency across all pieces through multiple client product-engineering changes was our key challenge in this project.Key Deliverables included:MessagingTechnical AnimationLaunch Video for Executive Keynote at IOTWorld in Barcelona (now end-of-life)Social Media Launch AnimationTechnical Product BriefsTechnical Hero Graphic (infographic)Vertical Briefs: Auto, Industrial, DSS General, DSS NVR, DSS IP Camera30-3-30 Promotion Slide Deck
DrupalCon Branding and Digital PresenceWith the Drupal Association I was head of brand communications and marketing across multiple brands, including the DrupalCon events brand.BrandIn 2017 I set out to reimagine what DrupalCon means to the Drupal community and to the world. Working with some pretty amazing designers, we delivered an encompassing DrupalCon brand that spans multiple events over many years (now and into the future). A brand that represents the conversion of a global community in a common place over the course of a single week, while highlighting the intersection of digital work by real humans.In addition to the brand positioning for DrupalCon as a global brand, I also developed a “cousin” brand in the new Executive Customer Summit event series, which ties closely to the overall events theme for Drupal.A little more about that:As brand director across four brands, I’ve developed new branding for the DrupalCon international event series, developed the brand for a new executive events series, and created the first defining brand books across all brands, including Drupal itself.Digital presenceAdditionally, I led communications and marketing strategy and implementation for DrupalCon (a 3500+ attendance event), the executive summit series, and Drupal product communications across all owned and earned platforms.
Blog ManagementIn several roles I have maintained blogs through strategy, consistent voice, writing, ghost-writing, editing, photography, layout and maintenance.With Learning.com I acted as ghost-writer to the CEO and Executive team for regular blog posts, requiring me to become a subject matter expert in EdTech, education regulation and online learning principals - in short-order.Example blog post: Coding for Some, Computer Science for All
Website Content Development and Lead Capture CampaignsWith Learning.com I managed strategy and operations of the marketing department, including website content management and accompanying lead capture campaigns through social, email and digital - paid and organic. www.learning.comAdditional work with Learning.com included:Head of brand strategy and departmental process. Implementing new process across a team of seven.Led both corporate brand management as well as senior oversight on product brand management and multi-channel content planning: PR, social media, blogs, newsletters, partnership email communications, webinars, and executive reporting.Content curator (often creator), production lead and editor for all company communications, including: PR, social media, blog posts, newsletters, partnership email communications, webinars, and executive reporting.Executive editor and lead strategist for all marketing.Designed the company’s first ever thought leadership strategy, beginning the shift from an “always be selling” culture, into a “problem solving” organization.Led development of customer journey mapping: persona development, market research, customer advisory boards, and competitive analysis.
Social MediaThrough various roles I have managed social media pages with strategy, message planning, copywriting and hands-on implementation (posting, real-time and scheduled).See more:twitter.com/learningdotcomtwitter.com/intelIOTwww.facebook.com/Inteliotwww.facebook.com/SantaClaraGreenPowerwww.facebook.com/pacificpower.blueskyFacebook, Twitter and LinkedIn have been the most highly used platforms for the companies I have worked with.
Client Brand Management
0
0
1
156
895
Rebecca Pilcher Studios
7
2
1049
14.0
Normal
0
false
false
false
EN-US
JA
X-NONE
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:12.0pt;
font-family:Cambria;
mso-ascii-font-family:Cambria;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Cambria;
mso-hansi-theme-font:minor-latin;}
Web Development ManagementJoining the team mid-launch, I led the mid-stream shift in strategy and design of our largest client's program website structure, messaging, and design. I acted as account and production manager, bringing the process to fruition through several program name revisions, product tweaks, a change in client branding, and legal challenges. I led communication, interpretation and negotiations between the client, our designer and the WCAG (Web Content Accessibility Guidelines) testing officials through the final hurdles to website launch - fitting a six week process into 4.5 weeks so we could launch on time and on budget without jeopardizing pre-arranged off-line launch activities. www.caasupport.comMy additional work with this client included strategy and project management for the following across four different programs:E-mail communications and campaignsProgram training strategy and calendar planningTrade show preparationsProduct sales materialsServices sales materialsDesign and copy-writing editorSocial media planning and maintenance PR managementEvent planning and materials coordinationCalendar tracking and implementation
info
/
1
2
3
4
5
6
7
8
·
·
·
·
·
·
·
·
