marketing strategy & planning
I enjoy diving into the data, pulling out insights and developing a strong strategy that holds up across product management, marketing channels and tactics. Luckily, I've had the good fortune of working with seasoned media planners, sharp digital strategists and well, creative creatives whose perspectives always add value.
Please check out some of the projects I've worked on in the past few years...
CalPERS Health
Market Analysis and Strategic Marketing Plan for Health Insurance Program
Over the past year, I have been facilitating an effort to build out a proactive and strategic marketing approach for the CalPERS Health Program. This is a program mandated by state legislation (PEMHCA) and operates within the heavily-regulated health insurance market. CalPERS Health is the second largest health insurance purchasing pool in the US, following the federal government, yet it faces increasing competition and a lack of brand awareness.
The cross-functional team wanted an evidence-based plan that was achievable and aligned with the member-centric CalPERS brand. I performed the market research and analysis, led team building, message mapping and KPI identification sessions and wrote the Market Analysis and Strategic Outreach and Communications Plan (see below to download excerpts).
The process was so well-received that the client team literally made us a cake!
First 5 Fresno
Strategic Communications Plan, Brand Refresh and Marketing Campaign
I spearheaded business development into the early childhood space for RSE - researching, networking, writing responses to RFPs and winning both state and county contracts. A number of those contracts entailed researching and developing strategic communications plans, along with implementation plans and sometimes the plan execution itself. I led these projects with teams of varying sizes and the process typically includes our media team developing a media profile for the target audience(s) and our digital team performing a digital audit of the client’s online channels.
RSE’s current First 5 clients include Sacramento, San Mateo and San Joaquin county agencies. Below you can download the plan I wrote for First 5 Fresno County and click here to see samples of the rebrand and integrated campaign that followed as part of implementing the plan.
CalMHSA
Brand and Launch New Suite of Mental Health Apps
Last year, the California Mental Health Services Authority (CalMHSA) was looking to market a suite of mental health apps under an umbrella brand for an expanding number of county behavioral health departments.
I wrote sections of the proposal that won the contract, helped develop the logic model for the project and took a diverse team of mental health professionals through an expedited initial branding process.
Below is a presentation I gave to that team that included market research, brand concepts, research findings and recommendations.