adminFraxel FTX Product Launch
THE CHALLENGE
Launch a new medical aesthetic device that demonstrated minimal performance improvement over its predecessor during beta testing. Faced the dual challenge of penetrating an oversaturated market during an economically cautious period while motivating both new customer acquisition and existing customer upgrades.
THE STRATEGY
Conducted comprehensive market research with healthcare professionals and aesthetic patients to develop targeted messaging that resonated with both audiences
Collaborated directly with sales team to incorporate real-time marketplace feedback into campaign development
Positioned product to address critical market demands.
Developed comprehensive sales enablement materials to support new customer acquisition and trade-in programs
Creative Assets
• HCP and Consumer Brochures
• Online , MOA and In-Office Videos
• HCP and Consumer Social Posts
• HCP and Consumer Digital Banners
• Sales Playbook
• Sales Detail Sell Sheet
GOALS
• Achieve break-even goal for units sold
• Differentiate product in competitive landscape
• Drive both new customer acquisition and existing customer upgrades.
RESULTS
• Exceeded ROI goal, achieving 72+ units sold by Q3
• Continued momentum with ongoing growth beyond initial target period
Visit Tri-Valley
THE CHALLENGE
When COVID-19 hit, travel stopped and local businesses faced closures. Visit Tri-Valley needed an immediate solution to maintain community support for struggling businesses, help them pivot to modified service models, and keep the local economy viable during lockdowns. How do we support 300+ local businesses when traditional tourism marketing became irrelevant overnight?
THE STRATEGY
The “To Tri-Valley With Love” Campaign – A community commitment program where residents pledged A PROMISE to support to local businesses, receiving exclusive access to special offers adapted for COVID restrictions.
Multi-Touchpoint Execution:
Digital Infrastructure: Searchable landing page, daily text alerts, interactive calendar, email campaigns
Creative Assets: ·
• Sidewalk signage
• Window decals
• Customized website icons and animation
• Social media creative
• Print/digital ads
• Awareness digital billboards
• Direct mail
• Customized websites and landing pages for each city
• Customized beverage “to go” cups
• Customized food containers
• Magnetic car decals for delivery
• :30 Commercial
• Post Covid Promotional Video
THE GOALS
Primary Goal: 5,000 residential sign-ups
250 business participation
Secondary Goals: Drive traffic to businesses, maintain community engagement, provide adapted revenue streams, position Visit Tri-Valley as community support leader
THE RESULTS
Sign-Ups: 15,000+ residents and 500+ businesses
Campaign Impact:
•Exceeded goal by 200%
•Engaged 500+ local businesses in adapted service models
•Created sustainable daily engagement through text alerts and calendar
•Generated ongoing community goodwill and brand loyalty
INNOVATION HIGHLIGHTS
•Successfully pivoted tourism marketing to hyper-local community support
•Developed creative solutions for contactless service and delivery-from food to bicycle repair
•Maintained engagement through multiple touchpoints (text, email, social, web, app)
•Turned crisis into opportunity for deeper community connection
• Adapted annual barrel tastings and restaurant week specials into Grab and Go specialties
SKILLS DEMONSTRATED
•Crisis management and rapid campaign development
•Multi-role leadership (Director, Manager, Creative Director)
•Cross-functional team coordination
•Creative concepting for unprecedented challenges across hundreds of channels
•Budget optimization with maximum impact
•Digital platform development
•Print and digital creative production
•Community engagement strategy
Long-term Value: Visit Tri-Valley established itself as an essential community partner, not just a tourism organization—building goodwill and relationships that extended far beyond the pandemic.
DURAFLAME FIRELOGS
THE CHALLENGE
Maintain/Increase market dominance in seasonal firelog category while launching new products (4.5 lb Gold, Roasting Logs) across Radio, Search, Social, Email and Digital channels. Addressing a competitive growing market while bringing awareness to benefits of using firelogs over real wood in an environmentally conscious market.
THE STRATEGY
Integrated multi-channel approach: emotional brand positioning + product launches + digital advertising + streaming audio innovation
THE GOALS
• Increase brand awareness and weekday use with coupons
• Encourage year around use with new product launch
• Overcome environmental concerns
• Increase database for funnel/drip campaign
• Launch updated Duraflame and e-commerce websites
• Increase Social presence and engagement
• Encourage local participation in volunteer and philanthropic organizations
Creative Assets
Social posts, landing pages, websites for Duraflame and e-commerce store, drip emails, customized song and music video, radio and TV commercials, streaming ads, streaming personalized music channels, all customized for various target demos.
Data-Driven Marketing Innovation & Year-Round Engagement
•Implemented data-driven creative optimization by monitoring weather forecasts across 20 markets daily, dynamically adjusting ad creative, messaging, and CTAs in real-time. Led creative repositioning of roasting logs for summer, developing new messaging that extended brand relevance year-round.
Focused fires on “Tonight’s the Night” theme and shared the impact Duraflame was having on charities by issuing the challenge “Start Something Good”.
•Developed “When to Burn” digital platform aggregating air quality data across multiple markets, using real-time burn status to optimize ad messaging and creative content by market—transforming regulatory challenges into strategic brand positioning.
•Maintained year-round consumer engagement through coupons and monthly sweepstakes featuring high-value prizes including fire pits, s’mores kits, complete backyard entertainment setups, televisions, Big Game viewing packages, and gift cards—driving continuous brand interaction beyond peak season, all while making subliminal suggestions of firelog use. Held Start Something Good competition for prizes for the submitter and their favorite charity.
Results
• 38% to 51% market share
• 6.10% Facebook ad acquisition
• 5.10% Facebook organic post acquisition
• 4.53% Google ad acquisition
Web Traffic: 530,550 unique visits/month (avg) up 42% over previous year
• 68% redemption of coupon downloads
• 120k+ Increase in unique database registrants. 52% increase over previous year
HEARUSA
THE CHALLENGE
Launch HearUSA’s new “Total Care” all-inclusive lifetime package while dramatically reducing acquisition costs across 50+ markets.
THE STRATEGY
Integrated Multi-Market, Multi-Media Campaign Approach
CREATIVE PRODUCTION
•Produced 5 TV commercials-Sample 1, Sample 2, Sample 3, Sample 4
•Customized creative for each of 50+ HearUSA office locations
•Ensured local relevance while maintaining brand consistency
MEDIA STRATEGY
• Coordinated TV placement across all markets where offices were located
• Integrated SEM campaigns to support TV advertising
• Integrated Digital Banners
• AARP partnering explainer video1 and Video 2
OPTIMIZATION PROCESS
• Daily monitoring of cost per call and cost per appointment metrics
• Market-by-market performance analysis
• Real-time budget reallocation based on performance data
THE GOALS
• Cost Per Call: $150 or less
• Cost Per Appointment: $300 or less
• Drive measurable appointment volume across multiple markets
THE RESULTS
• Cost Per Call: Month one $363, Month three $114
Month three- 68% reduction cost per call
• Cost Per Appointment: Month one $696, Month three $289
Month three- 59% reduction cost per appointment
• Drive measurable appointment volume across multiple markets
