Michelle M McCormack / LoveTheCool Deck. Digital Creative Consulting updates with Stelle Audio's Rebecca Minkoff NYFW and Photography section added. Fashion Project and FNO slide tweaked.

1. DIGITAL CREATIVE DIRECTOR
Michelle M. McCormack

2. BRANDING
SOCIAL
WEB
creative direction / photography
website audit / UX / SEO and SEM
community building / content creation / PR

3. Fashion’s Night Out was started in 2009 by Vogue Magazine and
CFDA and has become the most successful retail event in the
world.
I brought FNO to Boston in 2011, officially for The City of Boston
and Vogue Magazine. Leveraging my social media and marketing
skills I was able to mobilize thousands of retailers to participate
and customers to attend and it is considered the most successful
retail event in Boston s history.
MY RESULTS
• Convinced The City of Boston to participate, officially
• Acted as conduit between The City of Boston and Conde Nast
and mobilized thousands of retailers to participate
• Secured Rue La La sponsorship and negotiated the final
contract and secured many other sponsorships
• Video taped Mayor Menino in his office endorsing FNO
• Kicked off FNO on September 8th by introducing Mayor Menino
on stage
• Secured press hits in every major pub in Boston and many
national, including Boston Globe cover story, Daily Candy, TV
news and more
• Got the Prudential to light the top pink for the night
• Created a passionate fashion community on Facebook and
Twitter that is still active today
• Threw the marquee event at Quixote Studios that is still
considered by many as one of the greatest parties Boston has
ever seen. Ames Hotel rebuilt the Woodward Bar on one stage
while Rue La La built a lounge on the other. The party was open
bar and had over 800 attendees and was covered by every local
publication
• Art Directed the postcard (collectible), t-shirt and tote
• Produced the website
• Got #FNOBoston to trend on Twitter
“Boston raised the bar for FNO
worldwide” - Vogue
Case Study: FNO
EVENT PRODUCER

4. Stelle Audio Couture hired me to create a promotion that would
expose their partnership with Rebecca Minkoff, while also
growing their Facebook page. I employed ‘design thinking’ in the
entire process, which lead to ease of use and huge conversion.
MY RESULTS
(in 8 days)
The result of using 'design thinking' in the concept, design and
copywriting of the contest resulted in extremely high conversion
of contest signup and Tweets.
• Grew Stelle Klout score from 42 to 65
• 900 new Facebook
• 300+ new Twitter followers
• 800+ new Instagram
• 1,700+ new Emails
• 80% of the contest entrants Tweeted the tailored Tweet
SOCIAL
I worked closely with Rebecca Minkoff's team, feeding them
suggested content to stagger across their major social networks.
This allowed us to leverage their huge, passionate network to
drive awareness of our contest (and the Stelle brand) and
ultimately conversion in to entrants. I also embedded a livestream
of the NYFW show onto Stellé Facebook page.
BUSINESS
I developed a great relationship with Rebecca Minkoff's team,
especially the Director of Social Media, due to our ability to
weather many disappointments: big partnerships pulling out,
major technical difficulties, etc. These issues often brought us to
solutions that were better than the original planned.
Because of the success in the process of creating and executing
the contest, Rebecca Minkoff asked us (Stelle) to host a Live
Stream of the fashion show on our Facebook page. I worked with
my Facebook developer to embed it so that users could watch it
live and after the show. It still lives on our page.
I was also asked to attend the Minkoff show and private after
party at the Gramercy Hotel, as a guest of Rebecca.
Case Study: Rebecca Minkoff Contest
STRATEGY / AD

5. Fashion Project is a fashion startup that let’s you donate your
high-end clothing on the site to the charity of your choice. You
can buy these same coveted items, at a great price, knowing your
money is going to a great cause.
I was hired to take the company through early stage development
of Naming, Branding, Photography, PR and Website Optimization.
Within five (5) months I produced work that resulted in the
company **securing hundreds of thousands of dollars in funding
and acceptance into TechStars** the world’s most prestigious
incubator.
MY RESULTS
• Secured hundreds of thousands of dollars in extra funding
• Secure acceptance into the prestigious TechStars incubator
program
• Created highly effective company name
• Built a full photo studio
• Personally photographed all studio and editorial content
• Creative Directed all collaterals (printed, packaging, tshirts and
web)
• Secured 10+ press hits in prestigious publications including:
Daily Candy, Forbes and Boston Globe
• Created and organized Boston Charity Fashion Week which was
resolved by The City of Boston
• Successfully organized and managed charity drives at
Prudential and during FNO
• Produced and Project Managed the canvassing of Weston, Ma,
the wealthiest town in Massachusetts with Big Brothers and Big
Sisters, which entailed designing, printing and distributing tens of
thousands of pieces of marketing materials.
Case Study: Fashion Project (a fashion startup)
CREATIVE DIRECTOR

6. Secret Boston is a passionate Facebook community of thousands
that I started as a personal project in 2010. Every single day, since
then, I have consistently seeded (hammered) the stream with
niche, relevant content that I love: music, street art and fashion.
I regularly invite the community to post their own content, which
I further share, if it’s relevant. I never veer from relevant content
and I never advertise. Because of this, Secret Boston has grown
to a community of thousands of active, passionate fans. Weekly
Dig called it “Boston’s only digital, social ‘zine’’
MY RESULTS
• Built a community of thousands of passionate users
• Created over 4,000 status updates
• Bought the famous BEFORE I DIE wall to Boston and
introduced Author Ben Mezrich (Accidental Billionaire) to
perform unveiling in front on throngs of press
• Provided a platform for two books to be first serialized and
then published. One book listed Secret Boston in the dedications
• Continue to provide a platform for local musicians to distribute
content through my weekly, extremely popular ‘Song of the
Week’ contest
• Post the popular, nightly “Goodnight, Lovers” image and the
morning “First shot of day” image
• Leveraged the page to draw attention to Fashion’s Night Out,
which lead to Rue La La sponsorship the event within a week of
my announcement due to my ability to get on their radar
• Was asked by Scott Kirsner to speak at the prestigious
Nantucket Conference about the importance of Pinterest. In
attendance were executives from Google, Microsoft, Gemvara and
more.
Case Study: Secret Boston
“Boston’s only digital, social zine”
-Weekly Dig
SOCIAL INFLUENCER

7. I attending SVA in NYC and Parson’s School of Design in Paris
with a major in Photography. I started my career in NYC traveling
around the word with the world’s top lifestyle and fashion
magazines as a photo assistant and stylist. I also had the honor of
printing black and white for Annie Leibovitz.
After 10 years my career pivoted to the web and I now bring the
editorial magazine sensibility into all of my work online, making
me a highly effective visual communicator online. I also still
continue to shoot personally and professionally.
MY RESULTS
• Travelled the world on photo shoots with Town & Country,
Travel + Leisure, Wallpaper, Martha Steward, Vogue, House &
Garden and more, printed for Annie Leibovitz.
Case Study: Photo
PHOTOGRAPHER

8. WORK WITH ME
Michelle@LoveTheCool.net
857-753-7987