A presentation that shows some of the thinking around my recent work for EMC, ETS, and JPMorgan.

1. challenge & approach
August 9, 2015

2. Challenge #1: Educational Testing Services
ETS needed to change perception
among among teachers,
administrators, and policy makers
while increasing their brand value as a
thought leader in k-12 education.

3. Approach #1: Educational Testing Services
Create competitive differentiation
for ETS through a content marketing
program that amplifies their brand
values and frames ETS’ deep
understanding of k-12 Education in an
approachable format.

4. Syllabus: Now
Content Marketing Platform

5. Syllabus: Now
Desktop Content Hub

6. Syllabus: Now
Tablet Article View

7. Syllabus: Now
Driving engagement among administrators
and policy makers around testing methods
within a LinkedIn forum.

8. Syllabus: Now
Using Pinterest to drive engagement with
teachers. This particular execution focuses
on using creative methods to teach complex
science topics.

9. Role #1: Educational Testing Services
Led the ideation process for the overall vision and strategy
Directed design and development of creative assets
for all channels
Managed and directed creative teams (Visual design & UX)
Worked in conjunction with content strategist and copywriter
for formulation of main idea and social activations
Acted as creative lead within team structure

10. Challenge #2: EMC
In order to maintain relevance as an
innovative technology brand, EMC
wanted to position themselves as a
thought leader among C-suite
decision makers.

11. Approach #2: EMC
Create a content platform that speaks
to the immediate challenges that
businesses will face in the next 5-15
years. Define these challenges through
5 consumer shifts that are
occurring today.

12. EMC:
Information
Generation
Microsite which introduces ‘Information
Generation’, and EMC’s role in helping to
inform about the current and future shifts
apparent in business today. In addition,
EMC provides access to the research
documents which informed the theory
behind each shift. The site begins with an
introductory video that outlines the theory
of ‘Information Generation’. The site
consists of a homepage and 5 shift pages,
as well as links to download the original
research documents. The content was done
in conjunction with a public relations firm.
Creative assets were mostly sourced by the
agency, while some limited assets were
provided by the internal creative team at
EMC. Images that are here on the comp
are actually short time lapses of each
environment.

13. EMC:
Information
Generation
Article Desktop View

14. EMC:
Information
Generation
Article Desktop View

15. EMC:
Information
Generation
Article Desktop View

16. EMC:
Information
Generation
Article Desktop View

17. EMC:
Information
Generation
Article Desktop View

18. EMC:
Information
Generation
Original Pitch Idea

19. Role #2: EMS
Creative lead for all client meetings
Developed creative and idea for original pitch that
won the business
Managed and directed creative teams (Visual design,
copy & UX)
Led the ideation process for the overall vision and strategy
Directed design, sourcing and development of creative assets
for multiple channels and breakpoints
Ideated and developed social engagement ideas

20. Challenge #3: JP Morgan Funds
JP Morgan Funds has a very low
profile among financial advisors, even
though they are the number one
source of information that advisors
use to guide their clients every day.

21. Approach #3: JP Morgan Funds
Create a purpose campaign that unites the
financial advisors and the internal employees of
JPM Funds in a singular mission. This campaign
not only highlights the unique insights of JPM
Funds, but also leveraged dynamic news sources
to drive awareness of specific financial products.

22. JP Morgan:
Funds Campaign
Janet Yellen Google Hangout

23. JP Morgan:
Funds Campaign
Portfolio Review

24. JP Morgan:
Funds Campaign
Portfolio Review

25. Portfolio Review
JP Morgan:
Funds Campaign

26. JP Morgan:
Funds Campaign
Portfolio Review

27. JP Morgan:
Funds Campaign
Portfolio Review

28. Better Off
To discuss…. the 2 concepts we presented last.

29. JP Morgan:
Funds Campaign
Trending Now

30. JP Morgan:
Funds Campaign
Trending Now

31. JP Morgan:
Funds Campaign
Trending Now

32. JP Morgan:
Funds Campaign
Trending Now

33. Role #3: JP Morgan Funds
Creative lead for all client meetings
Defined concept in conjunction with a copywriter
Directed design, sourcing and development of creative assets
for multiple channels
Managed creative teams (Visual design & Copy)
Ideated and developed social engagement and
content ideas

34. Thank you for your time.