Lynn Smith_portfolio

STRATEGIC PLANNING
BRANDING
KEY MESSAGING & TALKING POINTS
ADVERTISING CAMPAIGNS
MARKETING COLLATERAL & PREMIUMS
WEBSITE CONTENT & DEVELOPMENT
SOCIAL MEDIA
COMMUNICATIONS & COPYWRITING
PUBLICATIONS
PROJECT MANAGEMENT
FOCUS GROUPS & MARKET RESEARCH
SPONSORSHIPS & PARTNERSHIPS
GRASSROOTS MARKETING
COMMUNITY RELATIONS
COMMUNITY PRESENTATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING
GRANT WRITING & REPORTING
Lynn Smith
Let me introduce myself!
I am a marketing, communications and public relations
professional with extensive experience in strategic planning, brand
development, project management and community relations. With
all my projects I put the emphasis on the “strategic” planning
process to get the desired results, and believe that “getting out of
the comfort zone” and “thinking outside-the-box” are the keys to
success! The following project profile showcases the variety of
projects I have worked on.
Strategic Planning + Implementation + Results
Contact:
(810) 423.2321
Lsmith.yourmarketinglink@gmail.com

What’s UP Downtown—Changing Perception Project
Background:
Despite $450 million in development activity, the perception of the downtown Flint ar-
ea was poor. Even with the development activity, residents could not see past their per-
ception that the downtown area was crime infested, dirty and boarded up. In order for
the downtown area to be successful, the perception of the area needed to be changed
to a positive one, an attitude which would
encourage community support and business growth.
Challenges:
Funding for the project was limited as the developers were not willing to
provide additional financial support. The Ruth Mott Foundation stepped up to provide
funding but due to the small allocation it was apparent that community partnerships
and collaborations would be the key to the success of the project. The final challenge
was how to measure the community’s perception of
downtown Flint.
Components:
Community stakeholders were engaged to help with branding and marketing the
project and provide additional resources. The development activities were identified
within a one mile radius of the core downtown area and were marketed under one
brand showcasing all development projects. A grassroots approach was taken to
market the development activities by utilizing community influencers to spread the
word. Tours showcased the projects and provided an up-close view of the activity
while community presentations highlighted development activities. Media
partnerships helped promote the tours and development activity.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Outcomes
Perception of the
downtown Flint
area improved by
85% as a
result of the tours.
4,600 residents
participated in a
What’s UP
Downtown tours.
165 What’s UP
Downtown group
tours were
conducted.
The What’s UP
Downtown
project was
extended 4 years
because of its
success in
changing attitudes
of the downtown
Flint area.

STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
CHANGE MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING
Flint Farmers’ Market Redevelopment
Background:
The Flint Farmers’ Market, owned by the City of Flint, had been a community
landmark for more than 40 years. With a fiscal crisis on hand, the city
announced that the market would close. The community was outraged that
the market — and a critical resource for fresh produce in the impoverished
areas in downtown Flint — would be closed. As a result of community
response, a local nonprofit organization took over management of the market
and began the process of redeveloping the market — putting life back into the
community landmark.
Challenges:
The budget allocated for marketing was only $10,000 requiring creative ways to
promote and market the farmers’ market. In addition, farmers and tenants at
the market were reluctant to participate in new marketing initiatives.
Components:
A new logo was developed for the market and integrated into all signage and
marketing materials—including the roof of the building. A marketing plan was
created focused on extending the marketing budget through community
partnerships, sponsorships and collaborations. Focus was made on media
relations utilizing several key media partnerships to increase exposure within
the community. A vendor cooperative advertising campaign was created to
extend the advertising budget and spotlight market vendors. In addition, events
and programs were created to draw traffic to the market.

Outcomes
More than 300
residents attended
the Take Back the
City cleanup effort
at the market.
Traffic to the
market increased
more than 2x
within one year.
The Flint Journal
featured a
bi-weekly article
showcasing
market vendors.
The Flint Farmers’
Market received
several national
awards since the
redevelopment
efforts began.
Logo by Olmsted Associates

STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
SPONSORSHIP & PARTNERSHIPS
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING
Cultivating Our Community Beautification Project
Background:
The Ruth Mott Foundation is part of a family of community foundations
cultivated by C.S. Mott — a pioneer in the automotive industry. The foundation
wanted to develop a community beautification project for Flint, Michigan in
celebration of the 100th anniversary of General Motors. The project would be
managed by Keep Genesee County Beautiful — a program of the foundation.
Challenges:
The challenge was to develop a project which would have a significant impact
on the community, engage the entire community, and be sustainable.
Components:
Prior to receiving funding for the four year project, research was conducted to
identify best practices in other communities as well as engage local community
stakeholders to get their involvement in defining the beautification project. A
brand identity was developed, audiences were identified, and key
messages related to those audiences were created. Next, marketing materials
were produced along with partner and media guides to provide project
information and background. A communication strategy was created to identify
audience messaging at different stages of the project. Community
engagement was critical for the project and one-on-one meetings with
potential project partners were conducted as well as community presentations.
In addition, media related events were planned at key milestones in the project
and public service announcements were created to increase project awareness.

Design by Weaver Designs
Outcomes
More than 40
business and
groups have
adopted a
Gateway.
18 gateways were
planted within the
city, 8 in outlying
communities and 5
at local schools.
More than 100
partners and
sponsors are
supporting the
program using the
plant palette.
767 volunteers
spend 2,838 hours
planting 11,758
plant materials
within a 6 week
timeframe.

Shelter of Flint Rebranding
Background:
The Shelter of Flint, Inc. was an organization supporting several programs
aiding families struggling with the lack of housing. Their programs ranged from
emergency housing for domestic violence victims and transitional housing for
low income families to supportive services for families without permanent
housing.
Challenges:
The organization did not have the funds to support the development of a new
logo.
Components:
The existing logo was enhanced and the positioning statement —more than
just housing — was incorporated. Key messaging and talking points were
identified for each of their audience segments. In addition, a new website was
developed.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Design by Gramling Creative
Old Logo

My Garden Swap Personal Blog & Website
Background:
My passion is gardening—making yards into gardens that promote beauty and
relaxation. Part of the enjoyment is sharing and networking with other “green
thumbs” or new gardeners.
Challenges:
Having never built a website from the ground up was a challenge and time
consuming.
Components:
A brand was developed for a website which would also serve as my personal
blog. Turnkey marketing ideas were incorporated into the website to provide
inspiration and ideas for gardeners to swap plants with other garden
enthusiasts in their neighborhoods and communities. A Pinterest account was
affiliated with the website featuring garden topics including vertical gardening,
roof top gardens, garden inspirations and more. In addition, a Twitter account
also provided opportunity for social interaction.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Ruth Mott Foundation Trustee Report
Background:
Twice per year a trustee report was prepared which required extensive work by
the staff of the Ruth Mott Foundation. When completed the report filled
several three-inch binders. The new executive director wanted to simplify the
process, content and size of the report.
Challenges:
Educating the staff on the concept that “size” doesn’t necessarily mean
“better” was critical. The intent was to provide the “needed” information
in a concise easy-to-read format while stressing the staff’s thoroughness in
analyzing the community’s needs, evaluating grant requests, and
recommending grant funding.
Components:
A brand was developed which was used throughout the publication
to emphasize the five grant considerations that were used in evaluating grant
requests—inspire, collaborate, sustain, engage, respect. Content was
streamlined, info graphics were developed, pull outs were incorporated, and
charts were standardized to improve readability. Focus areas were identified by
color and branded using relevant photography for each focus area. In addition,
fact sheets were created to summarize the key information within each focus
area.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Se-va Brand Development
Background:
This startup company was developed to help local schools and nonprofits
generate funding for their programs through consumer purchasing power. The
membership driven program would allow consumers the ability to donate to
the school or organization when purchasing foods, goods or services. For
businesses, the program would provide an opportunity for businesses to be-
come more engaged in the community and develop customer loyalty.
Challenges:
The business owners wanted to use the Sanskrit hand symbol for the name of
their new company and emphasize that the company and its mission was to
give back. The challenge was educating the public on what the word “Se-va”
meant without getting too detailed. In addition, because the concept was fairly
new and there were several audiences that needed to be communicated to,
the key messages and explanation of the program was complicated.
Components:
Key messaging was developed for each audience sector. Info graphics were
created to explain how the giving concept worked. A website was developed
along with marketing collateral including a sales presentation folder, folder
inserts and trade show materials. Because the company was new, a brand guide
was developed to help educate employees on the company and its brand.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Design by Ciara Bird & Reema Patel

Salem Housing Rebranding
Background:
Originally, Salem Housing was a program of Salem Lutheran Church. Over the
years the program changed, its focus expanded, and its direction moved
beyond the church’s platform. Although they were one of the community’s
resources for homeless families and potential homeownership, the
organization’s name did not reflect their mission.
Challenges:
The organization was faced with a very low budget and their staff was limited in
their marketing abilities or their time to devote to it. The budget did not allow
them to replace stationary, posters and signage at one time therefore it was
decided that the existing logo would be enhanced so they could maintain a
somewhat consistent branding while they transitioned materials to the new
logo. Last, their messaging was confusing and lacked focus.
Components:
The logo was updated utilizing some of the key graphic elements and colors of
their existing logo. Next, a positioning statement was created for the logo which
would identify their mission. Key messaging was identified for each audience
sector along with audience specific brochures. Marketing collateral and a
website was developed. In addition, a brand guide along with marketing
templates were created and training was held for staff to help them understand
the basics of marketing.
STRATEGIC PLANNING
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Crim Fitness Foundation
Community Health & Fitness Assessment
Background:
Crim Fitness Foundation was a newly formed program of the Crim Festival of
Races—one of the premier races in Michigan attracting runners internationally.
The foundation’s tag line — we’re more than just a race — emphasized the
organization’s positioning within the community to help address and take
action on healthy living issues.
Challenges:
The name “Crim” had long been associated with the festival of races and its
new direction was not well known, or embraced, in the community. In addition,
the community’s resources for healthy living were not well known and a
community collaboration dedicated to improving healthy living was not
organized.
Components:
Community research was conducted to determine those organizations within
the community who were addressing healthy living. Market research was done
to benchmark national, regional and community efforts to improve fitness and
health. In addition, email research was done to determine the awareness of the
Crim Fitness Foundation and to benchmark the attitudes for healthy living
within the community.
STRATEGIC PLANNNG
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

University of Michigan—Flint
Public Education Plans
Background:
The University Outreach department at the University of Michigan—Flint was
engaged in several community initiatives. The department was working with the
Genesee County Community Water Quality Consortium in conducting research
on the awareness of storm drain systems within the community and their effect
on the water systems. In addition, the department was collaborating with the
Children’s Hospital of Michigan Poison Control Center on reducing poison
incidences and deaths in mid-Michigan.
Challenges:
Both initiatives included grant funding for marketing and communication
strategies specifically focusing on community education plans. The goal of the
water initiative was to educate the community on the importance of the storm
drain system in protecting the waterways in the community. The goal of the
poison prevention initiative was to educate parents and caregivers in
impoverished areas within Genesee County on the dangers of poison products
in the homes.
Components:
In both projects branding was developed, audiences identified, and key
messages created. Communication strategies were focused on communication
channels and the appropriate marketing collaterals were created. Media
partnerships and events helped create awareness for the issues and educate
the public.
STRATEGIC PLANNNG
BRANDING
SOCIAL MEDIA
PUBLICATIONS
PROJECT MANAGEMENT
COMMUNITY RELATIONS
PUBLIC RELATIONS
MEDIA RELATIONS
EVENT PLANNING

Lynn Smith_portfolio

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (11)

Similar to Lynn Smith_portfolio

Similar to Lynn Smith_portfolio (20)

Lynn Smith_portfolio