I’m committed to making a positive and lasting impact on the organizations I serve. You’ll want my services if you wish to grow your organization’s impact with compelling content, click-worthy emails, user-centered website planning, and creative, data-informed, and collaborative integrated marketing communications strategies.
Copywriting & Content Creation
Creating compelling content and adapting it for multi-channel use
AREAS OF CONTENT COPYWRITING EXPERTISE…
◆ Annual progress and impact reports
◆ Email newsletters
◆ Flyers
◆ Organizational intranets
◆ Postcards
◆ Print newsletters
◆ Short-form video scripts and overlays
◆ Targeted emails
◆ Websites and landing pages
A Selection of Projects
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A New Brand & An Integrated Marketing Campaign Toolkit
The new Mobile Memory Lab had a name but no identity or marketing plan. I led the development of a brand voice, logos, and visuals, as well as a series of marketing materials.
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Annual Progress & Impact Report Mailer
IHLS boosted its annual report’s ROI by redesigning it into a concise Progress & Impact Report. This enhanced stakeholder engagement, improved visibility, and increased member interaction, all while maintaining state compliance.
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IHLS Services Landing Page and Print Brochure
IHLS needed a better way to showcase services. A targeted webpage and brochure provided clarity, boosting member engagement and awareness.
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Increasing Partnership ROI with the Organizational Story
When a state agency reached out regarding an event partnership opportunity, I took it a step further to tell the IHLS story to a wider audience.
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Prime Time Television and American Culture
This essay examines prime-time TV (New Girl, Big Bang, Blacklist, Agents of S.H.I.E.L.D.) and reveals insights into dominant American culture through cultural and media literacy analysis.
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Recruiting Nominees Through Emotional Appeal, Targeting, and UX
To increase board nominations during the pandemic, IHLS leaned into video storytelling to appeal to pride and self-interest. The campaign also included a new landing page and targeted email marketing.
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The History and Spread of American Fake News
This thesis reviews fake news creation and spread, tracing its American history to today’s media. It explains how content creators, users, and technology disseminate it, offering definitions for current discourse.
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Which Is Gentler? Using Video to Assuage Worry
IHLS needed to address worry and misinformation around damage to library items. A compare-and-contrast video, seeded to social media and other communications, greatly reduced the negative chatter and proved an effective and duplicatable technique.
Website Planning & Content Strategy
Planning and building websites where ease of use can be taken for granted
Your website is your company’s 24/7 home base, and it can be intuitive, engaging, and discoverable!
AREAS OF WEBSITE PLANNING AND BUILDING EXPERTISE…
◆ Project definition & marketing plan alignment
◆ Site navigation & architecture
◆ Branding
◆ User testing
◆ Content planning & creation
◆ Content publishing & updates
◆ Metrics & reporting
A Selection of Projects
THIS SECTION IS CURRENTLY UNDER CONSTRUCTION.
For your convenience while this section is being developed, please take a look at Shandi’s website work overview presentation.
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IHLS Services Landing Page and Print Brochure
IHLS needed a better way to showcase services. A targeted webpage and brochure provided clarity, boosting member engagement and awareness.
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Recruiting Nominees Through Emotional Appeal, Targeting, and UX
To increase board nominations during the pandemic, IHLS leaned into video storytelling to appeal to pride and self-interest. The campaign also included a new landing page and targeted email marketing.
Email Marketing
Emails can be an organization’s strongest tool—but only when well written, audiences are properly managed, and campaigns remain legally compliant. I’ll send clickworthy subject lines to your targeted audience segments for CTRs that surpass expectations.
AREAS OF EMAIL MARKETING EXPERTISE
I’m fluent in all aspects of email marketing:
◆ Email hygiene
◆ Audience segmentation & targeting
◆ Template design & branding
◆ Copywriting
◆ Personalization
◆ A/B testing
◆ Automated customer journeys & drip campaigns
◆ Anti-SPAM legal compliance
◆ Accessibility
◆ Industry best practices
A Selection of Projects
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Recruiting Nominees Through Emotional Appeal, Targeting, and UX
To increase board nominations during the pandemic, IHLS leaned into video storytelling to appeal to pride and self-interest. The campaign also included a new landing page and targeted email marketing.
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Upcoming Events Email Newsletter Supplement
To boost event registration without overwhelming staff, IHLS launched an “Upcoming Events” newsletter supplement. This targeted email, sent to the existing member list, achieved higher open and click rates, increasing participation efficiently.
Integrated Marketing Communications
End-to-End IMC Campaign Management for Small Teams and Membership-Based Organizations.
You have goals, and I can help you reach them. I work with your leaders and staff to develop and implement multi-channel marketing communications plans and compelling content to engage your audience and meet—or exceed—those goals. I’ll also work with department staff to systematize and enhance processes so that the entire team can grow stronger, together.
AREAS OF IMC EXPERTISE
I maintain skills in these core marketing communications competencies:
◆ Public Relations – Press releases, story pitches, publicity
◆ Social Media – Facebook, Instagram, Twitter/X, Threads; organic and paid
◆ Internet Marketing – Websites, SEO, search engine marketing.
◆ Email Marketing – Newsletters, targeted emails, customer journey automation
◆ Sales Promotion – Presentations, slide decks, landing pages, print brochures
◆ Advertising – Signs, online display ads, social ads
◆ Content Creation & Copywriting. – Creative, data-informed, SEO-optimized, and audience-targeted; copy, graphics, small video projects
◆ Strategy – Audience segmentation and targeting, channel selection, positioning, tactics, KPIs
◆ Branding – Brand building, brand management
◆ Project Management & Implementation – Project plans, schedules, process infrastructure, collaboration, communication
◆ Analytics & Reporting – Setting and monitoring KPIs, developing dashboards and reports
◆ Budgeting – Development and management or department and project budgets
A Selection of Projects
-
A New Brand & An Integrated Marketing Campaign Toolkit
The new Mobile Memory Lab had a name but no identity or marketing plan. I led the development of a brand voice, logos, and visuals, as well as a series of marketing materials.
-
IHLS Services Landing Page and Print Brochure
IHLS needed a better way to showcase services. A targeted webpage and brochure provided clarity, boosting member engagement and awareness.
-
Increasing Partnership ROI with the Organizational Story
When a state agency reached out regarding an event partnership opportunity, I took it a step further to tell the IHLS story to a wider audience.
-
Recruiting Nominees Through Emotional Appeal, Targeting, and UX
To increase board nominations during the pandemic, IHLS leaned into video storytelling to appeal to pride and self-interest. The campaign also included a new landing page and targeted email marketing.
Shandi S. Greve Penrod 