Case examples - Merry Ann Moore content marketing, PR, branding & more

Case Examples
Content Marketing І Public Relations І Business Writing

Case Study 1: Website Update for an Online Video
Technology Company
Approach
• Messaging
• Web content/SEO
Background
Bent Pixels was building a new website to
better manage their branded
content. Primary goals of content for
the new site were to attract more
high-quality content owners to join
the company’s YouTube-based
network, increase audience
engagement, and position the
company with prospective
advertisers.
Objectives
• Define core marketing messages
incorporating SEO keywords
• Develop compelling content with
calls-to-action for lead capture/
conversion and improved ad sales
• Craft navigation to guide visitors to
priority content

Case Study 1: Website Update for an Online Video Network
About page - Before About page - After

Products page - Before
Products page - After

Partners page - Before Partners page - After

Case Study 2: Copywriting for Digital Brochure
Approach
• Messaging
• Copywriting
Background
Junipero Group, a boutique private equity
firm in Bend, Oregon, wanted
something different for its
signature digital brochure.
To highlight its unique approach to
building equity, the firm wanted
something other than case
examples, client testimonials,
and pictures of serious men in
suits.
Teaming with Sublime Creative Agency on
design, Moore Creative conducted
brainstorming sessions, reviewed
competitors' approaches, and took
a crisp approach to the content, in
keeping with the client's
declarative style.
The final piece leverages the spectacular
surroundings of Junipero's
headquarters city, a nice contrast
to the big city headquarters of
most private equity firms.

Case Study 3: Building Awareness via Inbound
Marketing for a Tech Start-up
Approach
• Messaging
• Inbound marketing
• Web content/SEO
• Influencer list
• Social media engagement
Background
Moore Creative was retained to boost awareness of
Proxense, an information technology company serving
healthcare with wireless solutions. The company
provides software and hardware for both real-time
tracking of equipment and people, and access control to
workstations. Merry Ann was engaged as the start-up
company’s marketing communications department,
liaising with the sales team and senior management to
raise the company’s profile.
Objectives
• Define core marketing messages
• Generate traffic to website and sales leads
• Connect with key influencers in healthcare IT purchasing

Case Study 3: Building Awareness via Inbound Marketing
Tactics
• Messaging: developed compelling language
conveying the benefits of Proxense’s
technology, assuring unified communication
by all employees.
• Inbound marketing targeting C-suite
healthcare decision-makers and
physicians: promoted an issue paper
through an integrated emailer/
publicity/social media/LinkedIn pay-per-click
effort. Respondents were driven to a
landing page where sales leads were
captured in exchange for downloads of the
paper, followed by an automated opt-in
invitation.
• Website revisions & SEO: rewrote content
around marketing messages and keyword
phrases. Used images and video that told
the company’s story, added calls-to-action,
and tweaked navigation.
• Influencers list: identified key journalists,
bloggers, Tweeple and prospects on social
media platforms, at online publications and
in traditional media.
• Social engagement: found and engaged in
online discussions among healthcare IT
purchasers.

Case Study 3: Building Awareness via Inbound Marketing
Results/Analytics
• Website visits for the one-month period
during the white paper promotion
achieved 4.32 pages per visit, 4:47
minutes average time on site, and 63%
new visitors.
• An influencers list of 400+
broadcast/print/digital media journalists,
Tweeple, LinkedIn Groups, bloggers and
business associations was generated.
• The white paper press release was picked
up by more than a dozen digital
publications in the healthcare IT space,
with over 500 reads, 284,000 headline
impressions, and significant Twitter and
LinkedIn word-of-mouth.
“Merry Ann is a talented marketing
professional who leads a process which
yields strong results oriented around
company and product positioning in
addition to generating buzz and traffic
flow from prospective customers.”
--Jeffrey Davies, Director of Sales, Proxense,
LLC

Case Study 4: Political Campaign Communications
Approach
• Content marketing (infographics, YouTube
video)
• Web content development and management
• Message and brand development
• Facebook social community management
• Publicity
Background
Merry Ann had worked on 2004, 2008 and 2009
campaigns to pass tax measures supplying ten
percent of a school district’s annual budget.
Merry Ann assisted on the 2013 campaign,
creating and administering a website,
developing core messages, managing the
Facebook page, and securing appearances for
spokespeople on broadcast media.

Case Study 4: Political Campaign Communications
Results
· 79% Yes vote
· Over 62% turnout
· Passage of tax raising $5 to $6 million over
five years to support better schools
“Merry Ann was charged with website
development, messaging strategy, and
strategic planning for our campaign. She set
the tone with her well-researched strategy
plans, professional website content, and
evidence-based messaging platform. Her
knowledge of social media tools proved
invaluable, providing fresh, engaging
content almost daily throughout the
campaign. Her social media efforts resulted
in a large number of campaign followers,
allowing our messaging to be distributed
across a wide demographic range.”
-- Winter Lewis, Campaign Chair

Case Study 5: PR & Word-of-Mouth Marketing for
Retail Start-up
Approach
• Earned media
• Social media engagement
Background
Moore Creative was retained to raise the profile
of a new athletic gear company.
SweatHawg is a retailer with a line of
innovative head sweat control products.
The company produces next-gen cycling
helmet liners and sweatbands for heavy
sweaters. To build buzz, Merry Ann issued a
social media release and strategized with
the company on building sales through
word-of-mouth marketing on Facebook.
Objectives
• Generate awareness and mentions of the
product by key influencers in cycling
• Establish the credibility of the brand in the
interest of protecting trademarked
technology
• Increase sales
Results/Analytics
• Compiled a list of 250+ bloggers, reporters
and influencers
• Through a social media release, earned 147
online media clips – verbatim postings with
an international audience of over 6.5 million.

Case Study 5: PR & Social Media for Retail Start-up
“We have worked
with Merry Ann in
the promotion of
our cycling
headwear
product,
SweatHawg. Her
company is well
named, Moore
Creative. Merry
Ann has been very
creative in her
approach to our
needs, and gives
100% of her
considerable focus
and attention. We
are glad to have
her on our side!”
–John Rahm, CEO,
SweatHawg

Case Study 6: Engaging New Audiences in
Environmental Stewardship
Approach
• Social media press releases
• Facebook contest
• Blogging
• Video
Background
The “Quilt for Two Rivers” project was a
collaboration between the National
Forest Foundation, the U.S. Forest
Service and the Sisters Outdoor Quilt
Show. The project aimed to strengthen
community connections to nature by
engaging non-traditional audiences in
stewardship of two Wild & Scenic-designated
rivers.
Objectives
•Publicize a quilt developed by nearly two dozen
prominent fiber artists themed around a Wild &
Scenic River
•Pique the interest of new audiences to support
ongoing native fish reintroduction, restoration
and recreation on two Pacific Northwest rivers
•Attract prospective quilt buyers

Case Study 6: Engaging New Audiences in Environmental
Stewardship
Results/Analytics
• Multiple features in local media
• Significant blog pickup by fishing, quilting
and other bloggers
• Tripling of Facebook fan base
• 67 Facebook contest entries from 19 states
“Merry Ann’s work style and ethic are
beyond belief. She clearly articulates
her goals and plans for your project and
executes them flawlessly. I knew
exactly what she was doing, when it
was accomplished and what the results
were. What a relief to put a project in
the hands of someone so capable and
talented.” –Ann Richardson, Executive
Director Sisters Outdoor Quilt Show
Approach
• Blog: ghostwrote posts and managed 18-
week guest blogger schedule
• Social media releases
• Influencers list: identified 250+ key
journalists and bloggers
• Facebook contest: administered a crowd-sourced
“name the quilt” contest
• Video: oversaw production of a video short
promoting the quilt

Case Study 7: Promoting a New Website & Online
Community
Approach
• Content development & promotion
• Media relations
• Online community-building
Background
A National Science Foundation-funded project, the
Frontier Scientists website promotes the work
of Alaska scientists, with the aims of creating
connections with the public, promoting the
scientific advances of researchers, and
encouraging science tourism and eco-tourism in
Alaska. Merry Ann was engaged to develop
interesting new content for the website and
blog and promote Frontier Scientists to achieve
the broadest exposure.
Objectives
• Promote launch of new website,
build/maintain website traffic
• Develop an engaged online community via
the social web
• Form partnerships with the travel industry

Case Study 7: Promoting a New Website & Online Community
Approach
• Content development & promotion:
identified keyword phrases. Wrote
blog posts about breaking scientific
news. Sought partnerships with major
travel industry players. Built URL links
with other organizations.
• Media relations: developed
influencers list in science, education,
travel and environmental spheres.
Compiled list of approximately 500
bloggers, Tweeple, journalists,
associations, museums, government
agencies. Wrote/distributed press
releases and pitched major media
contacts including Neil deGrasse
Tyson, Joe Palca/NPR, Bill Nye.
• Online community-building: ran an
online photo contest to encourage
sharing and interaction among FS’
social audiences.

Case Study 7: Promoting a New Website & Online Community
Results/Analytics
• Secured commitments from major
cruise lines for in-cabin viewing of
Frontier Scientists videos.
• Arranged mirror blogs for FS on
Nature Network (professional
networking website serving 25,000
scientists worldwide) and
Anchorage Daily News, the online
edition of Alaska’s largest-circulation
daily.
• Garnered coverage in all major
Alaska newspapers and key travel,
teacher association and
environmental outlets.
• Achieved a 30% open rate and a 29%
click-through rate for the website
launch press release.

Case Study 8: Storytelling for an eCommerce Start-up
Approach
• Branding
• Packaging
• Web content
• Marketing collaterals
• Public relations
Background
Anyone with young children is familiar with the headache of
school fundraisers. Recognizing parent frustration with
junk food fund drives as a business opportunity, Merry
Ann and her partner Rob Corrigan founded Buckboard
Provisioning Co., a web-based fundraising and retail
company offering 27 healthy products based on
American history.
Objectives
• Provide wholesome products with an educational
component
• Improve on the school fundraising model via web-based
ordering and fulfillment
• Use locally-sourced foods
• Practice social responsibility and environmental best
practices in all operations

Direct mail

E-tail website

Results
· 2007 Silver ADDY® Award for product packaging
& Gazetteer newsletter
· Buckboard Provisioning was sold in 2008.
"Recently I bought a number of your organization's
'provisions' to benefit my neighborhood school,
Roseway Heights, in Portland. I was extremely
impressed with the quality of the product and the
simple beauty of the packaging. The teas and
mixes for baked goods are excellent. It's such a
welcome change from plastic tubs of mass-produced
cookie dough! I really felt good about
supporting local growers and distributors.“
--Kelly McDonald, Buckboard customer

Case Study 9: Building Awareness & Retail Sales
Approach
• Web and social media status audit
• Social media press releases
• Facebook contests
• Email marketing
• SEO
• Analytics
Background
FITS (Fun in the Saddle) is an equestrian apparel company
headquartered in Portland, OR. The company produces
a line of riding breeches featuring new, patent-pending
fabric technology. FITS’ products are distributed by
major horse supply retailers in most states and Canada,
and sold online all over the globe. The company
cultivates strong ties with some of the world’s leading
equestrian competitors, associating the brand with high
levels of performance and achievement in equestrian
sport.
Objectives
•Boost web site traffic and online sales
•Strengthen the company’s online community
•Perform media outreach for high awareness of FITS’
products.

Case Study 9: Building Awareness, Sales & Online Community
Approach
• Established baseline web site and social media status:
captured current snapshot of web site visitors (average
daily views, length of time spent on site, clicks per user,
bounces).
• Grew FITS’ online community by migrating FITS from a
Facebook Group to a Page. Created a Facebook contest
series to motivate current fans to participate in the new
page, and attract new Likes/Fans.
• Identified, compiled list of priority influencers and
journalists.
• Conducted basic SEO -- developed keywords,
incorporated into web site, social media pages,
outreach materials, to boost search results.
• Wrote, distributed social-media-optimized press
releases
• Designed monthly email newsletter campaign.

Case Study 9: Building Awareness, Sales & Online Community
Results/Analytics
• In a one-month period from September to
October 2010, Moore Creative’s outreach
contributed to FITS nearly doubling the number
of sales, as well as more than doubling total
sales.
• FITS’ e-newsletters achieved a 33% open rate,
far surpassing the retail industry average rate of
19%. They earned a click rate (readers that
clicked through to the corporate web site) of
21.3%, above the industry average of 15.7%.
• Facebook Insights showed that monthly active
users jumped up 500% over the course of the
three contests, and total Likes nearly tripled.
“Merry Ann is constantly coming up with new ideas for
growing our customer base and building buzz in our
online community. She designed a great looking e-newsletter
for us, developed catchy content for multiple
issues, and gave it a long tail by incorporating lots of
social media, video, links and opt-ins. She also improved
our online presence by running Facebook photo and
video contests. We noticed significant upward bumps in
sales and website activity as a result. Merry Ann has
helped me understand aspects of traditional PR like
editorial calendars along with new tools for generating
awareness, such as SEO and social media. Plus, she takes
what I want to say in press releases and makes it better!
I strongly recommend her and Moore Creative.”
--Sheryl Rudolph, President, FITS

Case Study 10: Messaging, Branding & Outreach Strategy
Client: Deschutes Basin Special Investment Partnership
Approach
• Communications Audit
• Market Research
• Messaging
• Branding
• Outreach strategy
Background
The Special Investment Partnership, a loose affiliation of four
environmental non-profits, wished to pursue sources of
national funding to continue its Deschutes Basin
restoration work: bringing back native salmon and
steelhead to Central Oregon rivers. They recognized
their cross-disciplinary approach—combining land
conservation, ecosystem restoration and water rights
acquisition—is a significant distinction that could attract
funding. But they faced internal challenges to
formalizing their partnership, creating consistent
messaging, and conducting collective outreach.
Objectives
•Create a common identity for four distinct environmental
non-profits
•Identify prospective new funding sources (foundations,
agencies, corporations)
•Develop messaging compelling to target audiences
•Recommend outreach strategies

Approach
• Communications audit
– Evaluation of existing outreach materials, media
contact lists
• Market research
– Review of similar/competing restoration projects
nationwide and their funding structures
– Preliminary identification of 150 funding
prospects and ideas (regional and national
charitable foundations, government agencies,
corporate donors)
– One-on-one interviews with select leaders within
partner organizations
– Written online survey to 230 stakeholders
– Phone interviews with core stakeholders and
prospective funders

• Messaging
– Developed “Why should I care?”
statements for outreach strategy and
branding
– Incorporated key terms important to
funders/resonant with stakeholders
– Assured consistency in marketing efforts
across four organizations
• Branding
– New graphic identity (logo and tagline)
• Outreach Strategy
– Research identified a website, conference
participation and one-on-one
presentations with foundation program
managers as three mission-critical
endeavors.

Results
• New common identity for four non-profits
• Strategic messages with proven resonance
• Stronger commitment by four partners to
continue their cooperative work and form
a permanent collaborative
• List of priority national foundations to
target for funding
• Research-based recommendations on
preferred communications
channels/inquiry approaches of specific
foundations
"Merry Ann Moore of Moore Creative, is an
extremely talented, creative and
resourceful marketing consultant. She
had her hands full, trying to tease out a
common storyline for four successful, but
very different conservation organizations
that sought to partner and go jointly
down a path that individually, they
couldn't go. Her patience, tenacity and
commitment were greatly appreciated
by all involved and I'd have no hesitation
in recommending her services."
--Brad Chalfant, Executive Director
Deschutes Land Trust

Case Study 11: Creating Momentum for Education Reform
Approach
• Blogging
• Message development
• Electronic surveys
• Social media
• Email marketing
Background
Moore Creative was hired to support a statewide advocacy
group in its efforts to improve public education in
Oregon and position the state for federal stimulus
money. Completed projects for the group included
blogging on broad public education issues, message
development, focus groups with real-time electronic
surveys, social media, email marketing and strategic
communications planning.
Results
• Blog posts
• eflyer, 2009 Legislative Scorecard
• Guest blog post on Blue Oregon,
Mentoring Provides Crucial Support for Oregon’s Beginning Educators
• Editorial mentioning teacher effectiveness/ Chalkboard
as victory of session
• Editorial, Need for schools to innovate
• Opinion piece, “Take advantage of rare opportunity to
shape schools”
• Oregonian ad thanking legislators, ChalkHonorRoll Ad
2009
“My organization has to appeal to people with strongly
divergent views, and persuade them to take action on
policy reforms. Merry Ann is a terrific resource for
organizations with challenging communications
assignments. She’s been particularly helpful in using new
technology to make us more efficient in how we collect
opinions and get the word out about Chalkboard’s
work.”
--Sue Hildick, President, Chalkboard Project

Case Study 12: Building Awareness for a Leading Finance Company
Approach
• Web content
• National ad campaign
• Corporate brochure
• Speakers’ bureau
• Direct mail
• Media relations
• Ghostwritten trade journal articles and opinion pieces
Background
Moore Creative was selected to develop a national
communications plan for a leading multi-family/
affordable housing finance company.
Objectives
Maintain the company’s position as the leading FHA
multifamily lender and support efforts to develop a new
niche in senior housing.

Trade Journal Articles

Direct Mail

Case Study 13: Public Awareness Campaign for a Major Municipality
Client: City of San Francisco Recycling Program
Approach
• Public-private partnership with Major League
Baseball team
• Multi-lingual direct marketing campaign
• Publicity/outreach to multi-lingual
neighborhoods
Background
Moore Creative helped forge a dynamic public-private
partnership between the San Francisco
Recycling Program and Major League Baseball’s
San Francisco Giants to promote recycling in
multi-lingual neighborhoods.
Objectives
• Help San Francisco meet a state mandate to
reduce the waste stream by 50 percent by the
year 2000, by increasing recycling rates
• Motivate low-participation neighborhoods to
get in the habit of recycling

The Campaign
The “Go to Bat for Recycling” public
awareness campaign featured:
• The Twelve Weeks of Recycling, a
summer program publicizing the 12
curbside recycling items…
• A drawing for free pro baseball
tickets. Residents who filled out bi-lingual
recycling participation cards
were eligible to win 1,000 tickets
donated by the Giants organization...
• A poster picturing local children, pro
ball players and the 12 recyclables,
which was distributed in community
centers and Boys & Girls Clubs in
targeted neighborhoods…

The Campaign
• Distribution of recycling bins at the
ballpark…
• Media outreach to build coverage of
recycling in multi-lingual
neighborhood newspapers and San
Francisco’s major dailies, and…
• Ads in community papers.
Results
The effort contributed to the City of San
Francisco achieving its 50% waste
stream reduction goal in 2000. The
Giants have continued to lead the
sports industry in recycling programs
that reduce environmental impacts.

Case study 14: Promoting Tourism via the Social Web
Client: Sisters Area Chamber of Commerce
Approach
• Events calendar promoted through social media (SEO
press release, Facebook, Twitter)
• Email marketing
• Media outreach
Background
To draw visitors during “shoulder” seasons, the Sisters,
Oregon Chamber of Commerce asked for help
publicizing reasons to visit during fall.
Results
• Social media-optimized press release, Pacific Northwest
Autumn Budget Travel Getaways PDF
• Tweets – 31 Days of Oct Fun
• Sisters Chamber of Commerce fall email marketing
piece
• Penetration of content to target audiences such as
travel and fishing news websites
• International reach (Europe, Canada, Asia)
• Steady increases in Facebook activity/fans
• Google page ranking up sharply

Case Study 15: Rebranding a Public Agency
Client: Central Oregon Regional Housing Authority
Approach
• Branding
• Crisis communications media training
• Media relations
• Copywriting
• Collateral materials
Background
Moore Creative was retained by the Central Oregon Regional
Housing Authority to rebrand the organization, with the
aims of better conveying its innovative spirit and
distinguishing it from other non-profits. In addition, we
were tasked with crafting an overall communications
plan to put the organization in the news.
Objectives
• Establish an effective, memorable identity
• Build awareness of affordable housing issues
• Keep organization front-of-mind with policymakers and
the public
Before
After

Case Study 15: Rebranding a Public Agency
Results
• Consensus-building work session for
executive management and board
• Development of name, tagline & graphic
identity
• Press conference with corporate and agency
heads, to publicize a key report on workforce
housing
“I am very impressed with the work you have
performed to date. We are in awe of your
energy, writing skills, contacts, and follow-through.”
--Cyndy Cook, Executive Director
Housing Works

Case Study 16: Executive Spokesperson Training
Client: Oregon Housing Authorities
Approach
• Developed/delivered an interactive spokesperson
workshop for senior management of public
agencies to support improved communication with
the public and the press.
• Provided training in spokesperson basics.
• Engaged in live simulations of crisis scenarios, press
conferences and board meetings, featuring dummy
reporters and a nosy TV crew.
• Made video of session available online, so
participants could review, see areas of
strength/needing improvement.
Background
Oregon Housing Authorities is a network of agencies
assisting 45,000 households with affordable
housing options. OHA wanted to achieve better,
accurate, fair representation in media stories
about its publicly-funded housing.
Results
•Participants rated the value of the seminar “very
high,” and the objectives “extremely well met.”
•Participants indicated they learned a lot, had more
confidence for future media interactions--and had
fun.

Case Study 17: Web Content for a Major Sales & Service Company
Approach
Moore Creative was tasked with editing
and creating new search-optimized
copy for Les Schwab Tire Centers’®
website redesign.
Objectives
• Help customers relate to the brand in
accessible, consistent language.
• Provide content in easily read
portions.
• Identify keyword phrases to optimize
web content for SEO by page.
Results
“Merry Ann has a knack for taking complex
jargon or ‘industry-speak’ and writing
copy that resonates with the audience
on multiple levels. She did an excellent
job diving deep into our industry as
well as taking the view of the
consumer. In the end, our result was
crisp, SEO website content that is
right on target.”
–Aileen Hastings, Graphics Department Supervisor,
Les Schwab Tire Centers®

Case Study 18: Web Content for a Service Company
Objectives
Tailblazers, a San Francisco dog walking and training
service, had changed ownership. As part of a
website update, the new owner wanted to
introduce herself to the client base
while retaining brand recognition.
Approach
• New SEO web content highlighting distinctions
between the company and its competition
• True “voice” of the brand in all content.
• See the full site.
Results
"As a first-time business owner, I knew I needed to
update my online presence to generate
customers and tell my story, but I was
overwhelmed by the process of finding and
selecting a qualified content developer. I could
not be happier with the results! Merry Ann
listens well and was able to capture my voice,
producing content that was concise, to the point,
yet warm and personable. She was easy to work
with and very helpful, and generous with her
time and knowledge. I highly recommend her."
-Mirla Reyes, Owner-Operator, Tailblazers
Before – About page
After – About page

Case Study 19: Branding Projects
Approach
• Develop names and taglines for small business, non-profits
and government agencies
• Collaborate with designers to create effective,
memorable visual identities
Preston Thompson Guitars

merryannmoore@gmail.com
541.549.2468
Twitter @MerryAnnMoore
www.merryannmoore.com

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Case examples - Merry Ann Moore content marketing, PR, branding & more