STRATEGIC PLANNING
Led corporate team through a complete Web site redesign for an Edina publisher to address new brand identity and corporate direction. Devised 75-page Web architecture and personally provided 100% of content. Incorporated Flash design, interactive portfolio, SEO and calls to action.
Developed and implemented a detailed annual strategic marketing plan targeting multiple vertical markets for a Twin Cities custom marketing firm that resulted in a cost savings of 14% while increasing sales by 12% over the previous year.
Formulated multiple annual editorial calendars tailored to each client’s marketing goals, seasonal promotions, products and services for an Edina custom publisher, resulting in high client satisfaction and retention.
COMMUNICATIONS AND WRITING
Researched, wrote and edited online and print content on products and services for clients in the financial, healthcare, energy, credit card and printing services for an Edina publishing and Web development company. Contributed significant articles to the online content library featuring wellness and money management strategies, allowing the firm to maintain fresh, targeted, well-researched content without the expense of outsourcing.
Conceptualized, researched and wrote white papers for a Twin Cities marketing company on such topics as integrated marketing, SEO strategies, e-mail marketing and marketing during an economic downturn. Topics were strategically positioned to coincide with product promotions and successfully generated leads while enhancing the expertise of the company brand.
Developed presentation planning process and applied it for use by the boards of directors in Fortune 500 companies in the Twin Cities. Helped presenters appear more professional, added impact and clarity to their messages and reduced meeting time.
PROJECT MANAGEMENT
Coordinated production while performing lead editor role for custom print and e-mail magazines, newsletters and direct marketing, from concept to delivery, for national healthcare, financial services, energy, printing and credit card accounts of a Twin Cities custom publishing firm, resulting in annual revenues of up to $650K.
Managed online marketing and public relations surrounding the acquisition of a Web development company by a custom publisher and the assimilation of its corporate brand identity. Led redesign of acquired company’s site, architected and wrote fully optimized site content to educate and redirect visitors. Smooth transition resulted in the retention of all primary interactive clients, which comprised more than 15% of the purchasing company’s revenue in the first year.
Spearheaded corporate rebranding for an Edina publishing company, from logo development, Web site, graphic standards and corporate identity to sales kits, press releases, tradeshow booth and signage. New branding reflected data gathered through various information-gathering efforts, including interviews and a SWOT analysis, and enabled the company to expand its reach into the Web development and marketing arenas.
Supervised production of quarterly wellness consumer publication with annual revenue of $200K for a large Ohio-based health system. Over 10 years, grew publication from a small tabloid to a 16-pg magazine plus fully interactive version. Orchestrated onsite annual planning with 20+ hospital department heads.
TRACKING AND ANALYSIS
Analyzed promotional response using Google Analytics, Listrak and internal analytical programs for an Edina marketing agency, and regularly tested content, layout and offers with A/B splits. Applied metrics to future planning, helping to better target audience interests and resulting in improved response.
Tracked monthly reports through Salesforce™ for Twin Cities publisher, comparing lead generators and closed sales. Determined ROI of each media effort, aiding in short- and long-term planning.
Orchestrated cross-channel tracking and analysis using unique URLs, landing pages and 800 numbers for a publisher/Web developer’s integrated marketing promotions. Provided ability to compare results of print, online and social media promotions apples-to-apples.
(612) 554-4204 laspeeter@comcast.net http://www.linkedin.com/in/luannespeeter