| eCommerce Optimization
Product Merchandising & Niche Development: Working closely with an SEM expert, we were able to utilize keyword trends and feedback from social buying sites in order to identify new opportunities for our product lines & positioning. Competitive pricing was determined, along with sales copy based on this data and additional competitive analysis. In addition to assisting in merchandising decisions, the data collected allowed for identifying new niches and target markets for brand expansion. This led to the development and launch of the new "99 Cent Deals" campaign.
| eCommerce Optimization
User Interface Optimization: Analyzing metric data and user behavior on the site gave insight into redesigning the user interface for more optimal human computer interaction. Aesthetically, elements were able to be balanced on the page resulting in strong behavioral targeting towards the site’s calls to action.
SEO & Social Bookmarking: Dynamic Titles were added to the pages to assist not only in Search Engine Optimization, but also in the effectiveness of social network bookmarking.
| eCommerce Optimization
The Psychology of the Sale: Collaborative filtering recommenders were added to the site. Customer reviews and visual call outs to popular products added elements of social collaborative buying to assist in their purchasing decisions. Also added were visual scarcity indicators for limited supply and sold out products.
Minimizing Abandonment Rates: Alternative product suggestion were dynamically added to the details pages of products in order to retain traffic brought in through social buying sites when supplies were exhausted.- | eCommerce Optimization
Launch the PriceCheater.com Website >>
Status: Complete
Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Merchandising, Copywriting
Client: Bridgevine, Inc., Vero Beach, FL | Date: 2010
SEM Consulting by: Mario Monzon, Bridgvine, Inc.
Design by: Radu Farcus, Dot Design Studio
Development by: Ranjith Kumar, Bridgevine, Inc.
| Metric Driven Brand Expansion
User Interface Optimization: By utilizing metric data to gain a clearer insight into the typical user experience on the site, the interface was redesigned to optimize behavioral targeting. Heat maps were used to identify on the site’s current shortcomings and expand on information relative to the customer’s decision making process. By combining additional copy (but not so much additional info that user had no need to run a qualification) with relevant calls for action, a more defined site path was created, the abandonment rate was cut down and conversions increased an average of 6%.
| Metric Driven Brand Expansion
Mobile Marketing Solutions: A trend in mobile use was discovered while analyzing past metric data and then further explored. Mobile-friendly sites were developed for all brands as well as the Hispanic Marketing campaign properties.
| Metric Driven Brand Expansion
Shopping Cart Optimization: Working with the lead developer for the shopping cart systems, we were able to optimize the API from our provider, Go2Broadband into a more experience optimized interface resulting in a lower cart abandonment rate.- | Metric Driven Brand Expansion
Launch the ATTSpecial.com Website >>
Status: Complete
Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Copywriting
Client: Bridgevine, Inc., Vero Beach, FL | Date: 2010
Design by: Radu Farcus, Dot Design Studio
Landing Page Development by: Radu Farcus, Dot Design Studio
Mobile Site Development by: David Morgan, Bridgevine, Inc.
Shopping Cart Development by: Chris Williams, Bridgevine, Inc.
| Cross Media Campaign Development
Cross Media Branding & Identity: Over the River & Thru the Woods, a children’s consignment shop in Sebastian, FL needed a cross platform marketing strategy and identity to help get it off the ground. This included an identity that was utilized in POS signage, flyers, traditional identity collateral, newspaper advertisements, direct mailing pieces and more.
| Cross Media Campaign Development
Social Network Marketing: Limited in its marketing efforts by local city ordinances and start-up budget, initial marketing efforts relied heavily on social networks to spread the word of the new shop and its events. These included main stream and niche networks, as well as a blog.
| Cross Media Campaign Development
Multi-Cultural Print Campaign: The shop was well located to cater to the neighboring town’s largely Hispanic community, so marketing efforts were initiated to pursue this multi-cultural, bilingual niche.- | Cross Media Campaign Development
Launch the Over The River & Thru the Woods Website >>
Status: Complete
Role: Marketing Research, Strategic Planning, Designer, Developer, Copywriting
Client: Over the River & Thru the Woods, Sebastian, FL
Date: 2009
| Niche Market Product Development
Strategic Messaging & Creative: Utilized current reports, trends and qualitative evaluations of the “mommy” market niche to develop media products and campaigns both internally and for clients & their advertisers. Campaigns included interactive, print, experiential, and event based.
| Niche Market Product Development
Social Web Application Development: Design and development of social network platform for local parenting media brand.
| Niche Market Product Development
Experiential & Grassroots Marketing: Produced co-op experiential, grassroots and event based marketing campaigns, including a Holiday Event with a local electronics chain, grand opening celebrations, and increasing exposure for consumer product line Kate & Sara handbags leveraging the TreasureCoastMoms.com brand.- | Niche Market Product Development
Launch the BCKidz.com Website (obsolete)>>
Status: Complete
Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Design & Development, Copywriting, Event Planner, Public Relations Coordinator
Clients
BCKidz/TCKidz: Shell Greenier | Date: 2007 - 2009
TreasureCoastMoms.com: E. W. Scripps Co., Knoxville, TN | Date: 2008
TreasureCoastMoms.com Designs By: Chad Schrader, Schrader & Associates
| Digital & Interactive Development
Product Development & Monetization: Recruited and worked closely with the Director of Technology for the E.W. Scripps Co. to work on the second phase of their JavaPlum.com product, a social style and event portal. Additional revenue streams were created on the site as well as an automated advertising backend. The user interface was also optimized. Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Design, Vendor Coordination, Site Maintenance & Updating
Development: Planet Discover
| Digital & Interactive Development
Web Application Development: Worked with various contractors on the development of various web applications and aggregators. Projects include: Energy aggregator for deregulated states and a sourcing client for journalism and conference planners.
| Digital & Interactive Development
Interactive Marketing Strategies: Various interactive marketing projects including site design, email campaigns, reputation management, banner ads, etc. New product landing pages and redesigns of exisiting pages were required by Bridgevine, Inc., an Inc. 500 company. Art Direction, UI Design and Messaging of: WimaxSpecial.com, TimeWarnerCableSpecial.com, & XfinitySpecial.com. South Africa based Tekla Consultants, Southern Cross Detailing needed a professional web presence to showcase their portfolio of clients including LA Fitness (design & development).
| Digital & Interactive Development
Digital Video Production: Project management and coordinated production team for a large scale physical training project involving over 500 training videos for the Juniata College Athletic Department. Created a documentary for the Art in Education program including interviews with the Pennsylvania Council on the Arts Chair, and folk & visual artists. Production & pre-production roles in various projects and independent video art projects.
Launch video art project "Creative Prostitution" >>
| Branding & Advertising
Direct Response Mailing Campaign: Direct Mailing Campaign for Private Communities Registry, a Real Estate Lead Generator, announcing their partnership with Nielsen PRIZM. Utilizes database marketing methods with segmentation of current/past customers or Warm Leads.
| Branding & Advertising
Print Marketing Strategies: Various print marketing projects.
| Branding & Advertising
Branding Collateral: Pieces ranging from business cards, retail tags, letterhead, form design and invoices. Having experience in the printing industry, I am able to work within resource constraints like time or financials, and most times utilizing them to really pull out engaging identity pieces reflecting of the charm, uniqueness and personality of the brand.
| Branding & Advertising
Identity Development: Various branding and identity projects.
"I feel like I've been spoiled in having such an aggressive, thorough, and artistic creative coordinator. Her attention to detail, determination to provide the best possible product to the consumer, and ability to change focus and adapt to new assignments has been unmatched by anyone else I've worked with in the past."
Chris Williams, Web Developer & jQuery Guru-God @ Bridgvine, Inc. (click here to read the rest)"Michelle's work always surpasses expectations; her sense of design is excellent but just as important is her grasp of the overall project and understanding of the strategic role that graphic design must play."
Nathan Wagoner, Director of New Media Comm. @ Juniata College (click here to read the rest)"She has proven to be more than capable of managing a large number of projects at once while maintaining a high level of quality...With her experience, creativity, research and great work ethic, she produced high-quality(...) online campaigns."
Jay Whiddon, Director of Merchandising @ Bridgevine, Inc. (click here to read the rest)"While maintaining one of the highest levels of productivity, she is still able to preserve unquestionable standards for quality and accuracy."
Vivian Allen, Founder, Heavenly Solutions Computer Co. (click here to read the rest)
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