Digital strategy requires understanding how teams and organizations work so you can use the right tools to enhance and expand their capabilities. Technical workflows, platforms, and digital campaigns are aligned, and everyone is positioned to tackle the complexities of innovation and collaboration.
With this in mind, I strive to develop approaches to fulfill the needs of customers, audiences, and stakeholders that also progress the larger mission of the organization. This is achieved through a combination of quantitative tools, such as engagement analytics and process documentation, but also by asking questions and observing how teams and individuals talk about achieving their objectives.
Springer Nature
- Work with IT and Market Intelligence teams to ensure company platforms keep up with evolution of video and digital marketing
- Lead video strategy teams across departments, working to analyze marketing and social media capabilities, and produce reports and guidelines
- Guide marketing leadership, channel managers, and accessibility experts to ensure digital content is inclusive of all audiences
- Develop documents and presentations, including technical manuals, webinars, and videos to educate and inform colleagues and decision makers
Project Example – In-House Personalized Video Creation and Publication
Role: Project Lead
Challenge: Personalized videos are an effective way to engage with customers but external platforms are cost-prohibitive and are not integrated with our marketing tech stack.
Solution: Leverage the automated video production process already in place (see below) to populate personalized videos and customer data into HTML templates which are in turn stored in a SQL database. In addition, audio description files for each video are also created and processed as audio files using Amazon Polly’s text-to-speech platform.
Results: One of the initial campaigns using the personalized videos led to a 2% higher lead conversion than all data-driven campaigns in the previous year. Furthermore, the time and cost savings of developing the solution in house saved tens of thousands of dollars per year. The project was selected to be shared at the first annual Springer Nature Marketing Festival to highlight what was possible with automation and personalization with an emphasis on accessibility.
View a prototype example with dummy customer data that a customer would receive via email link.
Project Example – Content Cycle Strategy for Video
Role: Project Lead, Workshop Presenter
Challenge: Marketers were having difficulty understanding how to take advantage of video content. Workflows needed to be adapted to encourage a more agile approach to digital marketing.
Solution: Work with stakeholders in marketing to understand knowledge gaps and pain points in order to develop an approach that allows all marketers to take advantage of video marketing. Provide instructional workshops that show the possibilities for entering the video content cycle at different points and demystify processes and requirements for creating successful content.
Results: Workshops were attended by 80+ marketing colleagues with very positive evaluation feedback and led to smaller team brainstorming sessions to bring video and audio projects more firmly into the company’s marketing mix.
Project Example – Automated Creation and Publication Process for Book Videos
Role: Project Lead
Challenge: Develop and manage a system, spanning multiple databases and company platforms, for automatically creating videos promoting new books that are added to YouTube and company product pages.
Solution: Oversee systematic workflow between multiple departments, including publication, IT, operations, and marketing, to push book data and metadata through creation and publication process. Work with programmers to create and customize Adobe CC scripts utilizing .jsxbin, control, and mapping files, populating Photoshop and After Effects templates with content from book publishing databases. Batch publish videos to YouTube and company video platform via .xml files with book metadata and marketing copy.
Results: New book titles receive video that can be shared by authors and/or editors to promote their new publication. In 2017, 350+ book titles included video promotions. Examples can be viewed on the Springer YouTube channel.