Nelson-Atkins Museum of Art:
Managing a Website During a Global Pandemic
In March 2020 I accepted an offer to manage and lead the digital strategy efforts of the Nelson-Atkins Museum of Art in Kansas City, Missouri. Within weeks the global pandemic, Covid-19, forced the institution to shut down. As the Manager of Digital Marketing Strategy I developed and implemented a new approach to deliver and support virtual content, mandator online ticket reservations and communicate safety precautions.
Wireframes and visitor pathway to support online ticket reservations.
Virtual content examples and results during the first few months of Covid-19.
Analytics displaying the website success and 50% online visitor increase.
GlynnDevins
Communications Plan
The mission of GlynnDevins is to help enrich the lives of seniors by serving senior living communities and providing them with the industry’s most innovative and proven-effective marketing solutions to drive education and occupancy. The year I joined the agency, 2017, brought a new corporate office, growing staff, new CEO, company acquisitions, new products and a restructured leadership team. As the agencies first marketing manager, I conducted a thorough evaluation of the internal strengths and weaknesses and external opportunities that served as the foundation for GlynnDevins’ first communications plan. The plan focused on learning from past experience, developing a sound communications strategy to execute against and identify ways GlynnDevins could build on existing platform presence, build on sponsorship opportunities to grow audiences, increase website traffic and, in the end, generate leads and new business.
GlynnDevins Holiday Campaign
In an effort to celebrate a great year at GlynnDevins, I developed and then led a marketing campaign to thank the agency’s clients in a fun, interactive way that went beyond traditional client gifts — the “Holli Daze Craze.”
See the below video for details and results.
Trellie
Marketing & Communications Plan
“ Louie was able to assess the market, trends and our competition and offer unique insights and suggestions on ways we could improve our overall marketing strategy. His knowledge of web, social and general marketing communications were made obvious in the excellent plan he helped develop. ”
For the Capstone course in graduate school, the final for the marketing communications program, I utilized the skills developed from the previous twelve classes to create a strategic integrated marketing communications plan for a client assigned by project supervisor, Dr. James K. Gentry. Along with three teammates, the process involved the use of techniques such as research, branding, public relations, promotion, as well as other activities.
Our client was Trellie, a B2B technology company that enables any fashion, lifestyle or jewelry brand to easily create and launch its own wearable accessories line. In the spring of 2015, the company launched “Luna” described as “smart jewelry [that] enables you to detach from your phone, prioritize who and what is important, and look stylish doing it.” My team worked with Trellie to develop a marketing communications plan to assist with the launch of Luna. During a span of four months, we conducted both primary and secondary research to create this plan.
In addition to general research, writing and editing, I was the lead in the following aspects of the plan:
Everything related to digital media (website, social) – this included writing, research
Research and writing on trends
Primary writer for executive summary
Focus group questions and organization
Research and design for the visual comparison
Minnie's Food Truck
Proposal & Marketing Plan
“Louie is a creative, well organized and professional communicator. The background Louie can offer related to tactical implementation of communication strategy is an excellent asset. It has been a pleasure to work and study along side of Louie and can recommend his work.”
For the final assignment in my Marketing Fundamentals class in graduate school, I was given the task to explore the food truck industry, its current business situation, marketing strategies and pertinent environmental factors. Based on information gathered, I produced a marketing proposal for a food truck concept to be offered in Minneapolis, Minnesota.
This plan demonstrated my ability to collect, analyze and present secondary data from the best sources, organize it and create a strategic plan supporting the marketing efforts.
Bike MS Mid-America Chapter
Media Relations Plan
Bike MS Kansas City is a local non-profit community bike ride which raises $2 million annually for the Mid America Chapter of the National Multiple Sclerosis Society. Eager to expand its demographic and attract more casual or recreational bike riders to the event, I helped create a media relations plan focused on better telling the organizations success stories and increasing awareness for the Bike MS Kansas City.
This plan was designed to be a communications roadmap that guided how Bike MS tells its story through branding and positioning. The goal was to create an integrated, cohesive guide by which all Bike MS marketing and media efforts could be driven. The plan could be used to develop measurable objectives and strategies to help the organization achieve its goals.
