Content Strategy and Sales Alignment:

Positioning and Messaging Framework for Medicare Supplement Insurance

This was an important exercise to align the sales and marketing teams at Transamerica. I hosted several brainstorm sessions with the product, sales and marketing team to discuss our target customer, customer needs, differentiating factors and key benefits of the Medicare Supplement Insurance product.  The elements below are the company’s combined understanding of what Transamerica brings to the marketplace for this product line. This document will serve as a resource for sales and marketing to consult prior to creating any new marketing collateral.

View the Medicare Supplement Positioning and Messaging Framework Document

Blog Content for SEO

After examining the company’s Google Analytics, I determined that hundreds of website visitors reached via the search term “What is a Salon Studio”. I created a blog post with that title to help bring in top of funnel website traffic and help boost awareness of the Sola Salon Studio concept.

Read blog post “What’s a Salon Studio Anyway


This blog post is is still the most visited pieces of content on the website more than a year after it was posted.

Local Marketing: Instagram Outreach Paired With Social Media Ads

As a Franchise Concept, the salon company provides training to local managers on marketing tactics, but each location is ultimately responsible for their own marketing efforts. After examining Occupancy reports for our 400+ locations we selected 6 struggling markets that could benefit from additional marketing support from the home office and implemented a new local marketing technique.

In this campaign, we required the franchisees continue to produce direct mail and other marketing efforts while we aided in digital marketing efforts.

Marketing efforts included: 

    • 4-10 hours of targeted Instagram engagement, in which a team of interns identified potential leads on Instagram (based on location, occupation, age, content shared on social media etc.) and liked and commented on their social content.
    • Instagram story ads dropped in the same markets where we were performing Instagram engagement. Insta Story Ad.001
    • Call to Action Facebook and Instagram Ads, which drove traffic to the regional or specific location pages:

Screen Shot 2018-07-27 at 1.21.27 PMScreen Shot 2018-07-27 at 1.41.29 PM

  • Awareness Facebook Ads, which lead users to blog posts that further explain the benefits of Salon Studio ownership compared to traditional salon models. Screen Shot 2018-07-27 at 1.16.05 PM
  • See the blog post: “What’s a Salon Studio Anyway?

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After a four-month period, we noticed.

  • A 30% increase in leads for our struggling markets.
  • A 60% increase in website traffic to location pages.
  • 4k new Instagram followers and a shift in “Top Locations” of our followers to reflect two of our target markets.

Why it was Effective:  

I narrowed in on a very specific location for these Instagram and Facebook ads to mirror what my team of interns was doing, drilling down to within an 8-10 mile radius of our struggling locations. I used interest-based targeting to reach beauty professionals who lived and worked in these areas. I wanted to ensure that the people with whom we were engaging on Instagram were also seeing targeted ads that describe “The Sola difference”. With an integrated marketing approach, I try to target the same individual with a similar branded message on multiple channels. When done well, this method often makes a customer believe that their purchasing decision was fate and not a well-thought-out marketing strategy.


Career Center resources campaign

A multi-channel campaign

I created emails, social media posts, digital and print ads.

Our target audience for MGMA is office managers and hospital administrators who often wear many hats in order to keep the office or clinic running smoothly. In addition to being a receptionist, medical coder, billing manager and accountant, they are also often tasked with recruitment duties. The new resources in the MGMA Career Center are designed to help our members– who are often not trained in HR management– master recruitment, and onboarding best practices so they can get back to their main job functions.

The objective to provide awareness. If members begin to view the MGMA Career Center as a resource for their recruitment knowledge, they will also utilize our job boards for their posting needs.

I worked with the Human Resources department to develop content for the Career Center. Including:

Here is the marketing creative:

Email 1

Subject Line: Find your next top achiever today


Email 2

Subject Line: We’ll do the tough recruiting work for you!


Email 3

Subject Line: Your next hire should fit like a glove


Run of Site advertisement 

1702_Carcent web image 300x125

Print advertisements for our in-house publication, MGMA Connection.

Print ad # 1 (March issue) Connection 1

Print ad # 2 (April issue) 

Connection 2

Print ad belly band (April issue)

image1 (1)

Social Media post 


Career Center Scratch-Off Card

Printed Collateral for Conferences and Networking Events

Problem: We need to drive traffic to the newly updated Career Center website and would like to promote this at various face-to-face events throughout the year. However, the typical MGMA conferences attendee is not the same audience as our target demographic for the MGMA Career Center.

Solution: Create a piece of collateral that would be intriguing enough for a conference attendee to bring back to their company recruitment or human resources manager. Something eye-catching and interactive:  a scratch ticket.

Two promotion codes are listed beneath the scratch material, either a free posting or a 20% off offer.

The promo codes are unique to this promotion so we can track the success of the campaign.




Inbound Marketing: Furnace Creek Resort

Located in Death Valley National Park, Furnace Creek Resort has a unique set of obstacles for customer acquisition, given the foreboding name of the park. The Furnace Creek blog aims to overcome these obstacles by providing unique reasons to visit the resort.

One post mentions the fact that the original Star Wars series was partially filmed at the location, another explains that the resort has some of the best stargazing in the world  because it is certified by the Dark Sky Association. This content is then promoted in email campaigns as well as social media posts.


Here is a sample Facebook post to promote a recent blog post.

FC star vid post