GOT OPINION?

big idea The thrill of being a tourist again in your own backyard.

insights with Brooklyn reigning supreme as the hippest, coolest destination on the planet in 2013, Felipe Lavile saw white space in the NYC Bike Tourism market and the promise of a ‘See it like a local.’ experience. Straight away he found success, although limited, with lack of awareness and low sales his manifest threats.

problem statement increase awareness, increase website traffic, increase conversions, increase sales

role digital marketing strategist see more

SPARKING A SMALL LOYAL FAN BASE INTO A BIG ROARING ADVOCACY

big idea The news made easy and interesting.

background bootstrapping Founder, former NY Times journalist and teacher, with loyal volunteer and small enthusiastic readership base seeking to ‘blow up’.

goals increase brand awareness, eNewsletter sign ups, social Likes, on campus brand ambassador recruitment.

insights  1] Kicker’s analytics reveal its audience is 66% Millennial 2] 77% or higher are female for newsletter sign ups and Facebook followers 3] to date 4,414 viewers are spending above average time on the website, averaging 3 minutes on 2.14 pages 4] Kicker regularly receives letters from core users exclaiming it virtues, of which there are approximately 2,500 signed up.

medium competitive analysis, online survey, persona development, digital marketing strategy

target 18-35yrs archetype ill-defined positioning Your news best friend.

role researcher/analyst, digital marketing strategist

results

Four months after strategy roll out, the number of Kicker visitors up 457% [from 4,414 to 24,582], with 33,066 total uniques since launching the site and 71,107 page views. Sharing on Twitter and Facebook up 27%with the most popular post viewed 17,000 times with other posts shared by 50% or more of viewers. Facebook Likes up 25% and Newsletter sign ups up 72%. Three new University contacts made including a total of 4 new campus ambassadors officially signed on.

CUSTOMER ACQUISITION THROUGH OWNED MEDIA

big idea Do it yourself pain elimination for life.

background Dr. Ofir Isaac, a physical therapist developing IP around sufferers own ability to resolve their pain through targeted neuro-corrective exercises, was seeking a way to build his bricks and mortar practice in Brooklyn, called ALLCARE, with an eye toward expansion, even franchising.

problem statement how might we, most efficiently and effectively: 1] increase qualified leads and new patients? 2] foster thought leader recognition? 3] build brand awareness?

insights 1] Dr. Isaac’s current practice sustains through word of mouth. 2] 27.5m Americans without healthcare and significant numbers who do are not covered for PT 3] in 2018, nearly 65m Americans reported a recent episode of back pain. 4] Dr. Isaac’s competitors are on YouTube.

medium focused 3 part digital strategy: 1] branded video content on YouTube featuring contact along DLC offers or free workshop 2] to dedicated landing page 3] new branded website design, with enhanced SEO.

role digital marketing strategist, IP development, identity designer

results

With the DIY videos on YouTube serving as solid lead qualifiers, 6 months in from posting, the lower back video module was reporting 78% of viewers watched until the end, with a 6.43% Click thru Rate to the website. Conversion Rate for the free sciatica workshop sign up on the website was 7.25% and for booking an appointment was 3.17%.

SHINING A WARM, LIVELY LIGHT ON DIFFERENCES FOR ALL TEA WORLD TO SEE

big idea Be Together. Not the Same.

background Launched in 2014, EST is a nonprofit employing young adults with intellectual or developmental differences who have aged out of school by providing a day program teaching them professional skills in order to serve their community in Great Barrington, MA.

insights

problem statement how might we…?

medium Facebook Ads, Instagram Stories

role digital marketing strategist