My Portfolio
Advocate Health Care
The Challenge: In 2010, before hospital systems were the monstrosities they are today, Advocate Health Care was just another healthcare system that consumers didn’t recognize as “a system.” The 10 hospitals that made up the healthcare system were recognizable individually but not as a comprehensive brand called Advocate Health Care. The CMO wanted to change this as soon as possible.
The Solution: My team and I devised a $1.5 million rebranding campaign targeted toward household decision-makers—women, 25+. The campaign was called “Inspiring Medicine. Changing Lives.” which also became the organization’s new tagline. Tactics included: TV, digital ads, print, radio, outdoor, collateral, non-traditional, website re-development, mobile app creation, and a custom photoshoot. The campaign positioned Advocate Health Care as the “umbrella” brand—no where else can people in Illinois go to experience state-of-the-art, comprehensive, leading-edge health services.
The Results: Advocate Health Care increased their market share by 10% and became the market share leader for health care systems across Chicagoland. New patient numbers increased 15%. Physician retention increased for the first time in five years.
My Contributions: Strategic planning, account management, project management, relationship building
Bureau Gravity
The Challenge: Bureau Gravity, the company I worked for at the time, was re-emerging itself as a marketing production company but also as a new co-working space, event facility, and think tank center. We had a brand new office to entertain clients—a three-story $1 million renovated historical building in downtown Aurora, IL. The CEO wanted Aurora and the surrounding communities to know that Bureau Gravity was open for business.
The Solution: I led the strategy and development of Bureau Gravity’s rebranding campaign and new building grand opening. Through a fresh logo identity, an updated website, videos, social media advertising, and email marketing, we ran a targeted campaign to small business owners in the Chicagoland area.
The Results: Governor JB Pritzker attended our grand opening! More than 1,000 people attended the grand opening. We booked out the third floor event space for three consecutive months. Two small business owners rented a year-long lease on our private offices on the first floor.
My Contributions: Strategic planning, copywriter, account management, project management, event planning, operations Notable: While the company transitioned from a one-floor apartment studio to a three-story renovated office space (while the CEO was doing the actual construction), I ran the agency from a day-to-day standpoint – managing clients, employees, projects, budgets, timelines, and more.
Higher Education Marketing
The Challenge: Working at EAB, we partner with more than 100 universities and colleges throughout the United States. We are responsible for increasing enrollment numbers through strategic email marketing.
The Solution: My team developed a targeted three-phase drip campaign marketed toward qualifying college-bound high school students and their parents. I have included a sampling of the universities I wrote content for—including University of Mary Hardin-Baylor, Palm Beach Atlantic University, and Coppin State University.
The Results: UMHB’s year-over-year enrollment numbers increased by five percent. PBA’s year-over-year enrollment increased by 10 percent. CPU hit an all-time record for transfer applicants.
My Contributions: Copywriting
Roquette
The Challenge: Roquette is a family-owned global leader in plant-based ingredients, a pioneer of plant proteins, and a leading provider of pharmaceutical excipients. They are the pioneer of the pea protein and develop innovative ingredients for food, nutrition, and health markets. The challenge was getting farmers across America to understand the cultural importance of partnering with Roquette to plant the pea protein on their farms.
The Solution: My team and I developed a “channelized platform” for farmers, distributors, and buyers to engage with that informed (and entertained) them on the value of Roquette, the importance of its leading-edge advancements in science and health, and the personal significance of what it would mean to partner with this pioneer.
The Results: The channel reached thousands of farmers across North America. Engagement of video content and article-sharing was high. Roquette saw an increase in sales activity for the first time in two years.
My Contributions: Copywriting, strategic planning, account management, project management
TwinSpires.com
The Challenge: An online horse betting website owned by Churchill Downs, TwinSpires.com was experiencing a market saturation of competing websites. TwinSpires was no longer the market share leader and the marketing director wanted to change this as soon as possible.
The Solution: My team and I devised a campaign of “mini-games” incentivizing TwinSpires.com players and prospective players (to sign up for accounts) to play these betting tournaments for a chance to win more money and prizes.
The Results: TwinSpires.com regained its position as the market share leader and No. 1 horse wagering website.
My Contributions: Account management, copywriting, strategic planning, project management
Arlington Park Racetrack
The Challenge: A Churchill Downs-owned horse racing track, Arlington was experiencing declining attendance numbers year over year. In addition, group sales (including room rentals, weddings, events, expos, and more) were declining as well.
The Solution: My team and I devised a season-long calendar of events that catered to young adults (Party in the Park on Fridays) and families (on Saturdays and Sundays). We positioned Arlington as an entertainment destination in the suburbs of Chicago. Just a short trip on the Metra train where action, good food, fun, and the chance to win some money awaits.
The Results: Arlington Park saw an increase in attendance year over year. The Friday Night Party in the Park events successfully reached a new, younger demographic through social media.
My Contributions: Account management, project management, strategic planning
Bakers Square
The Challenge: Once a well-known restaurant and bakery throughout Chicagoland, Bakers Square was seeing an aging demographic and a decrease in sales. Stores were closing. Marketing communications needed a brand refresh.
The Solution: My team and I created a new brand campaign that would resonate with a younger demographic. Everything from the advertising to the building signage to the menus were redesigned. Bakers Square invested in very high-quality food photography as part of the rebrand.
The Results: Holiday pie sales increased by 25 percent year over year. Through coupon tracking, dine-in sales increased for the first time in three years.
My Contributions: Account management, project management, strategic planning
Kahala Nui Senior Living Community
The Challenge: Located in Honolulu, Hawaii, Kahala Nui Senior Living Community was a brand new luxury retirement village for adults 65+ years old. Construction had been underway for over two years and the grand opening was quickly approaching. The new retirement village needed to spread the word that the doors were opening and also establish itself as Hawaii’s newest, most modern senior living community throughout the islands.
The Solution: Using a multi-layer marketing campaign, we first created a grand opening event. Through paid advertising, public relations, and social media, we reached seniors, 65+ living in Hawaii. The event attracted 500 people and three new residents were acquired. Post-event, a $1 million brand campaign was created, including TV spots, radio ads, print, out-of-home, and paid social. The campaign ran for six-week flights pulsed over the course of the year. Collateral material was created which showcased the luxury retirement community’s sophistication, entertainment, amenities, health services, and residence options.
The Results: More than 500 people attended the grand opening event. Three new residents were attributed to the grand opening event. Over the course of the year, enrollment steadily increased. Sales managers were giving upwards of 25 tours a month.
My Contributions: Account management, project management
Coach Julie for Sibs
The Challenge: While there have been robust resources available to parents of children with disabilities, historically there had not been any significant “hub” of resources available to siblings of people with disabilities—specifically adults, 18+. Siblings often have a “shared experience” of growing up with certain difficulties—emotionally, financially, logistically, and so on. Especially, in the category of mental health, adult siblings often prefer therapists “who can relate” but it’s extremely hard to find therapists who are also “sibs.”
The Solution: I created my own life coaching company called Coach Julie for Sibs—focused on men and women, aged 18+ throughout the United States. Using a virtual business model, I created a one-on-one coaching program with different packages and hourly rate options. I also created a standalone “product” that could be downloaded for $27. Everything was built from the ground up, including but not limited to email lists, social media followings, the company website, YouTube videos, and a podcast called “Sib-Ficient.”
The Results: While I was only in actual “business” for a short while, I signed up 10 coaching clients and sold 53 digital products off my website. I partnered with an organization called The Sibling Transformation Project.
My Contributions: Strategic planning, operations, copywriting, creative development, account management, project management
