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Strategy Director, Digital and Integrated Marketing

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Strategy Director, Digital and Integrated Marketing

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Rachael Wachstein is an innovative marketing strategist and creative mastermind. With strong analytical abilities, extensive experience with digital and integrated marketing solutions and a knack for pitching ideas, Rachael has the spark to get results. A motivated leader who nurtures, inspires and pushes others to do great work. Never hesitates to roll up her sleeves and pitch-in to get the job done. (She doesn’t always talk about herself in the third person or write in fragmented sentences but when she does it's on her LinkedIn profile.)

Portfolio: https://youtu.be/yrSYIx3rICM

Core Competencies:

New Business Development
Digital Strategy
Account Management
Innovation & Problem Solving
Information Architecture
Search Engine Optimization (SEO)
Online Reputation Management
Creative Direction
Writing

Leadership:
• Account Management/Client Lead
• Lead Content Marketing and Social Media Department
• Management of Cross-Disciplinary Teams - agency staff and external vendors
• Vendor Relationship Management
• Hiring, Training, Operations


Content Marketing:
• Develop content marketing strategies to achieve client objectives
• New business development- proposals, RFP’s, new business pitches
• Manage content marketing team of writers, designers and publicists
• Benchmark, monitor and report content marketing metrics
• Advise on SEO, social media and online advertising options to support content marketing objectives
• Manage day to day client relationships and content marketing accounts

Online Reputation Management:
• Consult on issues of online reputation and crisis management for brands and executives
• Develop and implement ORM initiatives for brands and executives


Additional Skills:
Video Production and Editing
Graphic Design
Talent Recruitment

e: socialmediachicago@gmail.com

Rachael Wachstein is an innovative marketing strategist and creative mastermind. With strong analytical abilities, extensive experience with digital and integrated marketing solutions and a knack for pitching ideas, Rachael has the spark to get results. A motivated leader who nurtures, inspires and pushes others to do great work. Never hesitates to roll up her sleeves and pitch-in to get the job done. (She doesn’t always talk about herself in the third person or write in fragmented sentences but when she does it's on her LinkedIn profile.)

Portfolio: https://youtu.be/yrSYIx3rICM

Core Competencies:

New Business Development
Digital Strategy
Account Management
Innovation & Problem Solving
Information Architecture
Search Engine Optimization (SEO)
Online Reputation Management
Creative Direction
Writing

Leadership:
• Account Management/Client Lead
• Lead Content Marketing and Social Media Department
• Management of Cross-Disciplinary Teams - agency staff and external vendors
• Vendor Relationship Management
• Hiring, Training, Operations


Content Marketing:
• Develop content marketing strategies to achieve client objectives
• New business development- proposals, RFP’s, new business pitches
• Manage content marketing team of writers, designers and publicists
• Benchmark, monitor and report content marketing metrics
• Advise on SEO, social media and online advertising options to support content marketing objectives
• Manage day to day client relationships and content marketing accounts

Online Reputation Management:
• Consult on issues of online reputation and crisis management for brands and executives
• Develop and implement ORM initiatives for brands and executives


Additional Skills:
Video Production and Editing
Graphic Design
Talent Recruitment

e: socialmediachicago@gmail.com

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Strategy Director, Digital and Integrated Marketing

  1. 1. PORTFOLIO RACHAEL WACHSTEIN Marketing Strategist socialmediachicago@gmail.com630.269.3725
  2. 2. RACHAEL WACHSTEIN OVERVIEW As Strategy Director and Vice President of Content Marketing, my main duties included a mix of account management, strategy, production management, campaign management and new business development. Summary: Simply put, I come up with strategies to reach client objectives, sell in the idea and ensure that the client gets the desired results. ROLE: Account Management Integrated Marketing Campaign Strategy and Planning Production Management Campaign Management Reporting and Analysis New Business Development socialmediachicago@gmail.com
  3. 3. RACHAEL WACHSTEIN PORTFOLIO INFLUENCER MARKETING INBOUND MARKETING WEBSITES AND LANDING PAGES ADVERTISING SOCIAL MEDIA MANAGEMENT PROJECTS & CAMPAIGNS socialmediachicago@gmail.com
  4. 4. RACHAEL WACHSTEIN INFLUENCER MARKETING Role: • Campaign strategy and planning • Influencer identification and outreach • Campaign management • Performance tracking, reporting and analysis
  5. 5. RACHAEL WACHSTEIN INBOUND MARKETING: EBOOKS & INFOGRAPHICS Role: • Inbound marketing strategy and planning • Search engine optimization • Content development • Campaign management • Content promotion • Performance tracking, reporting and analysis
  6. 6. RACHAEL WACHSTEIN VIDEO https://youtu.be/XcKwh98Iwtw https://youtu.be/c-HDQWaCP-M INBOUND MARKETING: VIDEO Role: • Script writing • Video production • Editing • Campaign management • Content promotion • Performance tracking, reporting and analysis
  7. 7. RACHAEL WACHSTEIN INBOUND MARKETING: EMAIL Role: • Strategy • Copy writing • Creative direction • Campaign management • Performance tracking, reporting and analysis
  8. 8. RACHAEL WACHSTEIN INBOUND MARKETING: BLOGGING Role: • Strategy • Planning - Editorial calendars • Copywriting • Editing • Promotion and distribution • Performance tracking, reporting and analysis
  9. 9. RACHAEL WACHSTEIN WEBSITES | LANDING PAGES ▸ ebook Download: strategy, project ▸ App Launch: strategy, copy, project ▸ Contest: strategy, copy, project management, creative direction Role: • Strategy • Site architecture and user experience design • Planning and production management • Copywriting • Creative direction • Conversion optimization
  10. 10. RACHAEL WACHSTEIN WEBSITES | LANDING PAGES ▸ SaaS Website: message development, copy ▸ Franchising Website: strategy, sitemap, copy, project management, creative direction
  11. 11. RACHAEL WACHSTEIN 630.269.3725 ADVERTISING Role: • Strategy • Copywriting • Campaign set-up • Campaign optimization • Campaign management • Tracking, reporting and analysis
  12. 12. RACHAEL WACHSTEIN 630.269.3725 SOCIAL MEDIA MANAGEMENT Role: • Strategy • Copywriting • Graphic design • Creative direction • Promotion • Tracking and reporting
  13. 13. RACHAEL WACHSTEIN PROJECTS & CAMPAIGNS
  14. 14. RACHAEL WACHSTEIN GO MINI’S - FRANCHISE SALES - WEBSITE ▸ Go Mini’s is a portable storage franchise. The problem they had was that their franchise opportunity website wasn’t converting site traffic to leads. I started this project by analyzing their existing website and I determined that the site was lacking content, the user experience was frustrating and important information was gated. I created a site map for the new website, wrote much of the copy and worked with our creative and development teams to execute. ▸ As a result of our work, the conversion rate jumped to 19% and continues to climb. Today, we are able to run PPC campaigns to the website which has resulted in a consistent flow of prospective franchisee leads. Their cost per lead is well below what they had been paying to industry lead sources. PROJECTS & CAMPAIGNS
  15. 15. RACHAEL WACHSTEIN GO MINI’S - BUSINESS OPPORTUNITY - WEBSITE
  16. 16. Go Mini's Franchise Website Analysis Website Analysis What can be done to increase the lead flow produced by the website? Website Audience Who is visiting the Go Mini's franchising website? Is the site attracting the right people? Website Performance Does the website have the right content and information to keep visitors on the site and convert them to leads?
  17. 17. Audience 76.2% 23.8% Returning VisitorNew Visitor Charlotte, NC (6.16%) Chapel Hill, NC (1.90%) Ashburn, VA (2.84%) New York, NY (4.27%) Evanston, IL (3.79%) Dallas, TX (2.37%) Waco, TX (3.79%) Los Angeles, CA (1.90%) Minneapolis, MN (1.43%) Phoenix, AZ (1.13%) Jacksonville, FL (0.75%) Tampa, FL (0.38%) 71.14% 28.86%
  18. 18. Performance 3.71 page views/session (Optimal performance is anything over 2.00.) 2.59 avg. session duration (Goal for average session duration is >2:00.) 45.14% bounce rate (Goal for bounce rate is <60%.) Most visitors come to the website through your homepage. Some of the most important information you want to showcase is on your opportunities or investment pages. This requires the visitor to take an additional step. When they take that next step, they register at least two pages viewed during that session. Someone spending more than two minutes on your site is engaged and has found the site's content to be relevant to their search. The longer a visitor spends in a session, the more engaged they are as a potential lead. Bounce rate is closely related to both pages/session and average session duration. It is a clear indicator of how qualified the traffic to your site is. A general rule is to try to keep bounce rates lower than 60%. A high bounce rate is a sign that visitors to your site are not finding what they were looking for. A low bounce rate indicates visitors are finding your site for the right reasons.
  19. 19. Performance Conversion Rate The ultimate indicator of website performance is the conversion rate. Conversion rate is the proportion of website visitors that convert to leads. 7% 19% Industry AverageGo Mini’s
  20. 20. Analysis By looking at the analytics, we can determine that the Go Mini's franchising website is performing at a high level. The statistics demonstrate that the site is easy to navigate and the content is relevant and engaging to the right audience. The website is effectively converting visitors to leads. All that is needed to increase lead flow is website traffic. There are multiple sources of traffic that should be considered including franchise portal advertising, AdWords campaigns and other forms of advertising.
  21. 21. RACHAEL WACHSTEIN PCA - FINANCIAL SERVICES - WEBSITE ▸ Before ▸ PCA is a financial services company. Our goal was to develop a website to attract and convert prospective investors into clients. ▸ I developed the strategy, sitemap and content plan for a new website. PCA’S SITEMAP PCA HOME SERVICES INVESTOR RESOURCES EVENTSGROW YOUR WEALTH CLIENT LOGIN GET STARTEDABOUT PCA PCA Services (drop down menu w/ service pages) Videos, info on/listen to the radio show, ebooks, other helpful content. PCA philosophy for wealth management. Tips, tactics, etc. Listings of upcoming events with links to event landing pages. Client login. Lead form to gather data on prospects. RESOURCES (BRIEF OVERVIEW/LINK TO RESOURCES PAGE)SERVICES (BRIEF OVERVIEW/LINK TO SERVICES PAGE) FEATURED BLOG POSTS Navigation Home Page Content Footer Call to Action DOWNLOADSUBSCRIBE Header Call to Action WEEKLY ECONOMIC UPDATE FREE EBOOK: THE TRUMP ECONOMY & YOUR MONEY *EMAIL DRIP *EMAIL DRIP*EMAIL DRIP (pages include form to download free ebook and link to Get Started page.) (pages include form to download free ebook and link to Get Started page.) (pages include form to download free ebook and link to Get Started page.) (pages include form to download free ebook and link to Get Started page.) EVENTS (BRIEF DESCRIPTION/LINK TO REGISTRATION LP) RYAN/FAMILY INTRO TO PCA VIDEOPCA PHILOSOPHY STATEMENT PCA Team Bios PCA Press/Radio Show (pages include form to download free ebook and link to Get Started page.) WHAT INVESTMENT STRATEGY IS RIGHT FOR YOU? CLICK HERE TO FIND OUT. (LINK TO RISKALYZE) CONTACT PROJECTS & CAMPAIGNS
  22. 22. RACHAEL WACHSTEIN PCA - FINANCIAL SERVICES - WEBSITE ▸ After ▸ By offering an ebook to fill out a lead form, PCA will capture leads that can be nurtured into customers. ▸ Site visitors have the opportunity to discover the investment strategy that is right for them with an online assessment tool. Since people like to find out about themselves, PCA will capture leads and valuable qualifying information about prospects.
  23. 23. RACHAEL WACHSTEIN PCA - FINANCIAL SERVICES - WEBSITE ▸ After ▸ Blog posts and video content are featured throughout the site to validate the company as a trusted expert. ▸ The Investor Resources section is useful and keeps visitors on the site longer. The content is easy to share and will drive referral traffic.
  24. 24. RACHAEL WACHSTEIN STONE & LEIGH - RETAIL FURNITURE - INFLUENCER MARKETING PROJECTS & CAMPAIGNS
  25. 25. #Mybigkidroom Giveaway OBJECTIVES TACTICS RESULTS
  26. 26. Objectives • Boost Brand Awareness • Grow Instagram Followers • Drive Site Traffic • Demonstrate Leadership with Retail Partners
  27. 27. Tactics • Shoppable Instagram • Influencer Outreach • Retail Partner Program • Social Media Distribution - Organic and Paid
  28. 28. To connect the social activity and engagement from the contest with commerce, we created a shoppable Instagram feed. Contest Kick-Off Tactics: Shoppable Instagram
  29. 29. Tactics: Influencer Outreach • Stone & Leigh had a small social following and little brand recognition. • We determined that influencer marketing would be the best tactic to boost brand awareness, engender trust, grow the follower base and drive website traffic. • We recommended working with Angie Keiser. Her highly engaged follower base of almost 500K aligned with Stone & Leigh’s target audience.
  30. 30. Tactics: Influencer Outreach • In conjunction with a full room makeover, 54 worked with Angie to launch a giveaway to her followers. • To enter the contest, followers were asked to follow @stoneandleigh on Instagram and tag a friend in the comments on a post. • Angie featured the giveaway in a blog post, on Instagram, Instagram Stories, Twitter and Facebook.
  31. 31. Tactics: Retail Partner Program • To support retail partners in their local markets, we provided contest related in-store signage and flyers. • We developed a promotions toolkit for the retailers including emails to customers and copy and graphics to share on social networks.
  32. 32. Tactics: Social Media Distribution • The contest was promoted through posts to Stone & Leigh's Instagram, Twitter and Facebook pages. • The contest was supported through Facebook and Instagram ads. • Bonus entries were offered for entering and sharing through the Stone & Leigh Facebook page.
  33. 33. Results 3,482 Facebook Entries 2,089 Twitter Shares 250K People Reached
  34. 34. Results The contest introduced thousands of prospective consumers to the Stone & Leigh brand.
  35. 35. Results Facebook page likes are up over 3,000 percent Instagram followers are up significantly.
  36. 36. Results Stone & Leigh had a higher engagement rate than top competitor Pottery Barn over a 30-day period.
  37. 37. Results The contest achieved all of the objectives including • Boost Brand Awareness • Grow Instagram Followers • Drive Site Traffic • Demonstrate Leadership with Retail Partners
  38. 38. RACHAEL WACHSTEIN KEMPER CLUB - GOLF COURSE MANAGEMENT - SOCIAL MEDIA CONTEST PROJECTS & CAMPAIGNS
  39. 39. ▸ www.engage54.com
  40. 40. Sand Valley Opening Day Experience PURPOSE TACTICS RESULTS
  41. 41. Purpose ▸ Boost awareness of Sand Valley amongst 
 KemperClub members ▸ Introduce Sand Valley Golf Resort to 
 golf enthusiasts ▸ Recruit golf enthusiasts to the KemperClub
  42. 42. Tactics ▸ Owned Channels ▸ Social Media Promotion- Organic & Paid ▸ Influencer Outreach
  43. 43. Tactics: Owned Channels • Landing Page • Email Marketing • Social Media To boost awareness of the Sand Valley Golf Resort amongst KemperClub members, 
 a trip giveaway was promoted through branded channels. As a result of the contest, KemperSports increased their fans and followers across all social networks. 21,000+ people visited the KemperSports website during the contest.
  44. 44. Tactics: Social Media | Organic Golf enthusiasts discovered the Sand Valley 
 Opening Day Experience as friends engaged with and shared Facebook,
  45. 45. Tactics: Social Media | Organic Entrants were encouraged to share the promotion with their friends and social networks. Entrants shared the contest from Woobox with over 3,500 people on social media. An additional 2,500 people received emails from friends promoting them to enter the contest.
  46. 46. Tactics: Social Media | Organic Partners drove entrants and new KemperClub members by promoting the contest to their fans and followers.
  47. 47. Tactics: Social Media | Paid FB, Instagram and Twitter ads YouTube Ads Campaign ads reached 1,139,012 people.
  48. 48. Tactics: Influencer Marketing Golf influencer, Josh Kelly was engaged to promote the Sand Valley Opening Day Experience to his audience of golf enthusiasts. Josh created a buddy trip themed trick shot video and posted it to Instagram with a link to the contest in his bio. The video garnered over 70,000 views and was a top source of traffic to the KemperSports website.
  49. 49. Results ▸ The campaign introduced thousands of golf 
 enthusiasts to the KemperClub and Sand Valley.
  50. 50. Results Traffic to the KemperSports website 
 increased dramatically during the campaign. • Website Traffic Increases by Source: • Traffic from Social Media: + 14,457.69% • Direct Traffic: + 680.06% • Traffic from Emails: + 100%
  51. 51. • New visitors to the KemperSports 
 website was up 657.74% • The bounce rate on the website 
 is down significantly. Results
  52. 52. Top Traffic Sources: • #1 Direct • #2 Facebook • #3 Josh Kelly/ Instagram • #4 Email • #5 Instagram Results
  53. 53. Facebook fans are up significantly and account for the greatest increase in fans of any previous time period. Results
  54. 54. Twitter activity and engagement was also up 
 as a result of the campaign. Results
  55. 55. The Sand Valley Opening Day Experience 
 fulfilled its intended purposes… • Boost awareness of Sand Valley amongst KemperClub members: 
 Thousands of KemperClub members participated in the promotion 
 and shared Sand Valley and KemperClub with their networks. • Introduce Sand Valley Golf Resort to golf enthusiasts: Over 1 million people 
 were exposed to KemperClub and Sand Valley through the campaign. • Recruit golf enthusiasts to the KemperClub: The campaign resulted 
 in nearly 3,000 new golf enthusiasts signing up for the KemperClub. Results
  56. 56. RACHAEL WACHSTEIN GLOBAL GOLF POST - GOLF MEDIA - SOCIAL MEDIA CONTEST PROJECTS & CAMPAIGNS
  57. 57. SCOTLAND GOLF TRIP PROMOTION
  58. 58. CAMPAIGN: Scotland Golf Trip Giveaway MUST-READ MONDAY Contest launched on July 1, 2016 
 Details: • $1500 total airfare, 5 nights accommodation at Old Course Resort & Spa, St Andrews 
 • Dinner at the Dunvegan, 
 • 1x Round on the Old Course • 1x Round on Kingsbarns Links • Unlimited golf over all St Andrews Links Courses (excluding Old Course) over 3 days. 
 To guarantee Old Course tee time, trip must be taken between October 16-22, otherwise Old Course is subject to availability and ballot. 
 
 Objective: 40,000 contest entries at $.25 cost per entry, 
 grow the Global Golf Post subscriber base with avid golf players.
  59. 59. CAMPAIGN: Set-Up MUST-READ MONDAY Campaign Microsite: www.GolfsGreatestTrips.com
  60. 60. CAMPAIGN: Set-Up Campaign Facebook Contest Page A contest tab was created on the Facebook page that led to an entry form.
  61. 61. CAMPAIGN: Set-Up Campaign Facebook Contest Page Entrants were prompted to share the contest to their social networks through Twitter, Facebook and email.
  62. 62. CAMPAIGN: Promotion The campaign was promoted through sponsored Facebook ads, sponsored Facebook posts, sponsored Tweets, organic social media outreach and email marketing through partners. In the USA, the cost per click (CPC) of Facebook ads in Q1 of 2016 
 is 27.4 cents the average CPC across all ads and sponsored posts for the Scotland contest was 12.3 cents. The excellent performance of the ads and sponsored posts is due to factors including visually compelling creative, accurate targeting and high engagement levels.
  63. 63. CAMPAIGN: Promotion
  64. 64. CAMPAIGN: Promotion Highlights of the promotional campaign include… The “Scottish Caddie Name Generator” sponsored post that reached 664,865 people, garnered 2,300 “likes”, 1,830 shares and received almost 3,000 comments. The post went viral and resulted in an extremely low CPA of $.05.
  65. 65. CAMPAIGN: Promotion Highlights of the promotional campaign include… Hamish, The Caddie got his own Twitter account and organically spread the word about the Scotland contest, golf news, golf history and the greatness of Scotland.
  66. 66. CAMPAIGN: Promotion Highlights of the promotional campaign include…
  67. 67. CAMPAIGN: Results The campaign had a positive impact on Global Golf Post’s social networks. Since the campaign launched on July 1st, Global Golf Post has seen a significant increase brand awareness, engagement and fan/follower numbers. FACEBOOK REACH: The number of people Global Golf Post’s posts have reached is up by 125%. July 1, contest Facebook
  68. 68. CAMPAIGN: Results Mentions of Global Golf Post on Twitter are up 106% as contest entrants share the contest and spread awareness of Global Golf Post.
  69. 69. CAMPAIGN: Results • Over 54,000 visits to the Facebook contest page • 18,700 entries on Facebook • 1,800 shares from contest entrants on Facebook. Over 6,000 people entered the contest on the microsite www.golfsgreatesttrips.com and another 6,000 entered 
 through the Worldwide Golf Shops landing page.  To date, the contest is on track to hit 40,000 entries by the August 14th deadline at a cost per entry of under $.25.
  70. 70. RACHAEL WACHSTEIN 630.269.3725 LINKS TO ADDITIONAL CAMPAIGNS ▸ B2B Sears Hometown & Outlet Stores https:// www.slideshare.net/rachaelpr/shos-email-marketing- campaign ▸ Online Reputation Management https:// www.slideshare.net/rachaelpr/online-reputation- management-for-franchise-sales ▸ Chronic Tacos - Local SEO https://www.slideshare.net/ rachaelpr/local-seo-for-franchise-brands

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