Archive for category Communications

Should I Admit I’m the Ghost Writer?

Posted by on Tuesday, 28 May, 2013

The Squeaky Lobster and props from Friday's photo shoot

Most of you know that I’m now freelancing and ghost writing a twitter profile for Microsoft.

The profile’s persona is a 38-year old male. The audience is pretty much the same.

I did everything correct and created demographic and psychographic profiles of the top influencers, I chat with all the followers and analyze conversation. However, as the last eight weeks have passed, I’ve felt more disinclined to reveal myself to the audience.

Of course they know there’s a ghost writer. Come on, the profile is for plush lobster. I’m worried that if they know I’m female it will change the dynamics.

What do you think? Am I being silly?

Want to reach a teenage stoner? Try out-of-door PSAs.

Posted by on Thursday, 4 April, 2013

Marijuana 101Here’s the second brilliant public service announcement communications that I’ve seen recently. If you missed the first post, here it is.

Teen drug use is a problem everywhere, but how do you reach this tricky audience. If audience is even the right word.

The City of Mercer Island has taken a creative approach. I don’t have results, but this would have hit the mark when I was 16.

These laminated signs are taped to picnic tables in a local park. I’m assuming that if I walked down there at night I’d find kids puffing away. Here’s hoping the FAQs convince the kids (play on their paranoia?) to stop and go home. At the least, the message is at least being put in front of the target. Not an easy feat with a tech-savvy, rebellious group.

Well done to the comms team for the City of Mercer Island.

It’s time to brag – my folio is updated

Posted by on Monday, 1 April, 2013

Edelman Trust Barometer EventOK, this is now a second post about me. I promise it’ll be the last for a long while.

With all this moving on stuff and the short lifespan of social media content, it was time to add more entries to my folio.

My work with Expedia‘s Social and PR team has now been saved. Along with some of the Tweets from Edelman’s 13th Trust Barometer launch in Seattle. And because every blog post needs a photo, the image is one I took at the event. Yes, it was a phone Tweeting in one hand and a DSLR in the other.

Enjoy the projects.

Proactive Direct Marketing from AARP

Posted by on Thursday, 28 March, 2013

AARP Scam WarningThis is the first of a couple of amazing public service announcement campaigns I’ve seen recently.

This was unaddressed mail, delivered via USPS. The kind of piece that I glance at and throw in the recycling. It’s a long time since I’ve seen good DM.

However, looking closer shows it’s an amazingly well executed PSA from AARP. It’s relevant information to help their audience and delivered so it will get in their hands. Before you say “but it’s a print piece!” think of THEIR audience: retirees.

Print has massive cut through for people home during the day. The same people who spent their lives able to believe all they are told, and only getting computers late in their careers. Gullible, but not intentionally so.

So this piece that looks like a scam, but educates on what a scam is becomes a brilliant piece of direct marketing. It gets a PSA to the right people at the right time. AND, these people will appreciate the information; building their trust in AARP.

One final criticism you may have. Why was it sent to an area that hits a 37 year old digital marketing manager? For where I live, 23.3% of the residents are 62 years or older.

Congratulations to the AARP team.

Freelancer is back – my next career move

Posted by on Monday, 25 March, 2013

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After a particularly trying day several months ago, a dear friend challenged me to follow my career dreams. She meant to monetize my side projects and stay part of the Expedia team. But I don’t do things by halves.

So on Friday I’ll be handing in my IATA card and leaving the world of full-time employment.

Am I scared? A little. Am I excited? Absolutely.

I’m looking forward to working with a range of clients, starting with the BuzzBee and MS Exchange teams. Follow the MS Exchange ambassador, Squeaky Lobster, on twitter to see what we’re up to.

Do you have any freelancing tips and advice?

Also, if you need a hand with your marketing or PR give me a call. It would be great to see how we can work together, or just grab a coffee and chat.