Work Samples
This project introduced Wiser Start, a virtual financial planning initiative designed to reach two distinct audiences: college students and individuals nearing retirement. The effort expanded the organization’s impact beyond paying clients by increasing community awareness and accessibility. Key concepts included a “jargon translator” to simplify complex financial language and student interviews at Western Michigan University, helping bridge the gap between financial terminology and everyday understanding.
Wiser Financial Group
This project helped position the company as a trusted community staple and the go-to provider for HVAC services. To support their goal of “becoming cool,” we introduced TikTok with modern, trend-driven content that refreshed the brand and expanded reach. As a result, they implemented membership programs that encourage year-round, recurring relationships rather than one-time service calls.
Fleetwoods Heating and Cooling
This long-term partnership focused on building a sustainable awareness funnel, emphasizing that marketing is a long-term investment rather than a quick fix. Through consistent strategy and execution, the business experienced significant revenue growth, leading to increased demand and new hires. As the brand continues to scale, the focus has expanded to deeper community involvement through giveaways and sponsorships, with support in identifying new partnership opportunities.
Michigan Better Environmental
This project focused on building local awareness for a previously under-recognized business to increase foot traffic and connect with nearby residents. Through targeted local marketing and SEO growth, the business significantly improved visibility, resulting in doubled profits, increased in-store traffic, and continued momentum in search performance.
Bricks and Minifigs
This project translated a sensitive, complex mission into a clear, engaging digital presence. By leading a video-driven storytelling strategy, the organization grew from relative obscurity on social media to actively sparking community conversations and driving meaningful engagement.
Safe Families
For this project, I developed a multi-channel promotional strategy to increase event attendance, member engagement, and regional visibility for AMA Southwest Michigan. Campaigns were structured in phases—building awareness, highlighting event value, and creating urgency—while emphasizing professional growth, networking, and practical insights. Promotion included organic social media, branded graphics, email marketing, and targeted digital advertising to reinforce AMA’s credibility as the region’s leading marketing organization.
AMA Southwest Michigan
This project introduced a skeptical client to the value of marketing through a 3-month digital advertising campaign. By demonstrating the importance of diversified, strategic outreach, the client gained a clear understanding of effective marketing and subsequently committed to continued marketing efforts.