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Dara schulenberg-sample-project-portfolio
1. Dara Schulenberg
Digital Strategist for the Convergence of
Web, Search, Social Media, Mobile & Local
Illustrative Project Portfolio
2. Comprehensive Digital Practitioner
Strategic & Tactical Experience
Persona Development
Information Architecture
User Experience
Email Marketing
Social Media
SEO
Event Marketing
Traditional Marketing
Speaker, Presenter, Author
3. Persona Development
Key Digital Foundation
Aligned to Sales
Conversion Funnel
Adaptive, Extensible
Sample Project
- Quantitative research
- Qualitative interviews
- Customer forum survey PROJECT PROFILE
- Market research Fortune 300 Corporation
corporate brand development
unified web properties integration
customer portal account management portal
lead generation site development
4. Information Architecture
PROJECT PROFILE
User-centric Fortune 300 Corporation
500+ pages
approach lead-generation objective
customer service portal
complex business sponsorship
Persuasion
architecture
advocate
Research driven,
tested
Taxonomy and
metadata inclusive PROJECT PROFILE
Non-Profit Organization
senior citizen target audience
extensive user acceptance
5. User Experience/User Interface
PROJECT PROFILE
Conversion-oriented Fortune 150 Corporation
objective: revenue growth
technology enablement program
product training, certification and resources
Foundation of usability
- Eye tracking, heat maps
- User acceptance testing
- Iterative vs. deliverable
PROJECT PROFILE
Leading IT Social Community
objective: advertising revenue growth
discussion group product management
responsible for 11.3 million monthly page views
2.7 million pages of user generated content
7. Social Media
Growing influence on SEO
Sample Project: Agency
Twitter
- Awareness: 357% annual growth
in followers
- Engagement: 739% annual
growth in Share of Voice
- Cited as key to new business
acquisition of $1.5M account
Sample Project: Toolbox.com
PROJECT PROFILE
- Early leader in business-to-business BtoB Online Top Agency
social media for IT community early adopters
focused objectives
- Today, social media represents metrics adoption
45% of total media consumption revenue contribution
among IT professionals (PJA Social
Media Index Wave VII Study)
8. Search Engine Optimization
Organic Optimization Focus
SEO Copywriting
Known for Calling Matt Cutts
- Troubleshooting dynamic URL
structure circa 2006
- Lifelong student of the game
Google AdWords Certified
Individually Qualified PROJECT PROFILE
International Agrichemical Manufacturer
product microsite
238% ROI on SEO investment
9. Event Marketing
PROJECT PROFILE
Workshops Business Intelligence Market Leader
30 city seminar tours
first annual user forum
Seminars
Trade Shows
MeetUps
PROJECT PROFILE
Extensive Non Profit Event Promotions
10. Presentations, Articles, Blogs, Book
Contributor
Business Marketing Association
(2011)
Society for Marketing Professional
Services (2011)
InBusiness Magazine Greater
Phoenix Articles (2010)
Agency blog posts
CMAA Leadership Conference
Presenter (2009) and National
Conference Presenter (2007)
Contributor to The Intranet Data
Warehouse: Tools & Techniques for
Building an Intranet Enabled Data
Warehouse (Wiley, 1997)
11. Traditional Marketing
White Papers
Trade Shows
Public Relations
Brochures
Direct Mail
Telemarketing
Copywriting
Investor Relations
12. Non-Profit Volunteer Work
The Phoenix Green
Chamber
Arizona Technology Council
USGBC Greenbuild
Not One More Cyclist
Foundation
Masche Miracles
