MY WORK: branding & MARKETING
INGLIS - Not-for-profit organization founded in 1877 serving more than 1,000 people with disabilities daily. Inglis supports independent, community living with accessible/affordable housing, innovative day programming, adapted technology employment services and a residential long-term care community and though nearly 140 years old, they needed to rebrand for internal and external audiences. Follow this link to the Inglis case study
Key Achievements: New Branding Identity and Architecture; Revamp of all collateral materials; Overhaul of internal and external corporate identity.
LEBOW COLLEGE OF BUSINESS at DREXEL UNIVERSITY - Though now the largest school within the university, LeBow was always standing in the shadow of one of the most venerable business schools in world. LeBow's new Dean initially sought to increase the profile of the new Executive MBA program and asked my help. It became a project about the whole school. Follow this link to the LeBow case study
Key Achievements: New positioning; New tagline; and total change of the corporate identity and persona of the school.
CHILDREN'S HOSPITAL at MONTEFIORE/MONTEFIORE MEDICAL CENTER - Not-for-profit regional hospital with $3.1 billion operating budget, three campuses, four acute-care facilities and more than 17,000 employees. Tasked with building on the established brand, and creating a strategic marketing plan to raise the profile of the first children's hospital in the Bronx - the first structure officially dedicated in New York City, post the 9/11 attacks. Then tackled the lagging new patient base for the hospital system’s Oncology and Radiation Oncology divisions. Follow this link to the Montefiore case study
Key Achievements: Strategic marketing plan; Brand rollout; Creation of collateral and advertising; Built new corporate promotions program; Plugged nearly $5 million hole in oncology patients leaving the health system for radiation treatments.
PRINCE MUSIC THEATER - Founded in 1984 as the American Music Theater Festival (AMTF), this professional not-for-profit, regional theater's mission was to cultivate and presenti new works of music theater. Created three to four "new product" launches each year. Developed new brand identity in time to open the theater's first permanent home in 15 years. Follow this link to the Prince Music Theater case study
Key Achievements: Strategic marketing plan for individual productions as well as each season; Created new ticket sales paradigm; Renamed and rebranded theater and first permanent home.
ABILITECH - Not-for-profit organization, (formerly called HandiSoft, among other names) that trained people with disabilities to use computers and enter the workforce. The organization had four corporate entities that needed to be woven together to create a new, unified brand identity to enhance awareness in the marketplace. Follow this link to the AbiliTech case study
Key Achievements: New branding and corporate identity and name, along with tagline; Strategic marketing and promotional plans to increase donations.