my Portfolio

IFSA Rebrand

One of my first challenges at the Institute for Study Abroad (IFSA) was to examine the 30-year-old brand, realign it to the organization's newly articulated mission, vision, and commitments, and establish brand standards across the global portfolio. We conducted extensive market research, competitor analyses, and voice of the customer research, determining that IFSA needed a fresh look, a clear identity, and clarity with its sub-brand, The Alliance for Global Education.

IFSA B2B and B2C Digital Communication Transformation

When I arrived at IFSA, B2B and B2C communication was informational, stuffy, and wordy. Through research, focus groups, and editing, we established a voice and developed a series of supporting messages and key phrases to help elevate the brand. Along the way, we consolidated and modernized our marketing tech stack, improved our visual presentation, and began a data-oriented, multi-channel approach to communicate with our critical B2B and B2C audiences.

Learn more about this work.

Global Wayfinder

College students search for study abroad opportunities using typical search filters: location, academics, and time of year. They neglect other elements such as climate, cost, internship or research opportunities, and day-to-day living which will impact their overall experience. Global Wayfinder changes all of that.

In the midst of the pandemic, we launched and promoted Global Wayfinder, earning a finalist award in GoAbroad's 2021 Innovative Technology category, just nine months after product launch.

Thank You Campaign

Here's a rule: don't rule out traditional media. The IFSA Thank You campaign started as a response to psychographic data collected about the B2B customer (on-campus advisors). Combined with psychological research that showed that the B2C customer (students) adjusted to stressful situations and surroundings better when they were asked to practice gratitude, the Thank You campaign became a semester-long, brand-elevating effort to support students on-site and allow them to thank those who helped them along the way.

HJ Stitch

Conceived and designed in partnership with a local creative firm, Stitch was intended to serve as a digital companion to supplement the print yearbook. The tool allowed for user-generated content and real-time interaction between students throughout the year.

Stitch (and similar competitor products) were retired once the product served its initial intent, drawing attention to the traditional yearbook at the height of the social media craze.

Lead Generation Target Campaign

Using the tenets of account-based marketing, the Lead Generation Target campaign was a focused approach to secure new business with specific accounts that the sales team identified as top targets. The marketing team conceived and designed the colorful box and desk tent with inspirational quotes and helpful tips and checklists for yearbook advisers. Coordinated messages via email and social media matched in tone, design, and concept.

The campaign contributed to $625K in new business that year, representing approximately 15% of total new sales, and the following year, competitors began similar campaigns.