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Bayard Bradford serves the industrial and oil and gas industry, helping them create powerful marketing programs that help support sales initiatives and get the right information in front of the right eyeballs. I worked with them regularly to help add bandwidth to their content team, so when it came time for them to revamp their own website they tapped me.
One of the biggest focuses for their site was conversion. They didn’t want a bunch of fuff and creative fire, they wanted straightforward, no-nonsense copy that matched their straightforward, no-nonsense brand. This page—Hubspot to Power BI Integration—is a major lead generator for the company, converting many of their digital lookie-loos into actual customers.
It is straight-up terrifying when your child is sick. When it happens after hours it’s even worse. Enter: Night Light Pediatric Urgent Care.
More than a relief to panicky parents, Night Light is a true partner to pediatricians. They work hard to establish meaningful relationships with doctors throughout the Houston area but were struggling with being seen as a competitor—which is where I came in.
In addition to the rebranding and b2c campaign work I did for Night Light, a large chunk of my role on their account was partner outreach. This landing page is just a small part of the effort, which comprised a full outreach strategy, a suite of printed collateral, scripts for lead generation, and in-person events.
I had no idea what Condition Based Monitoring (CBM) was when I started on this project for Allied Reliability. Now I’m obsessed. Did you know that industrial machines have a maintenance curve that shows the lifecycle of an asset from brand new to “Oh no!” ? For decades, companies have tried to outwit the failure point of their machines to save the bottom line from bottoming out—but until recently it was a guessing game. Now, the Internet of Things (IoT) makes it possible for each machine to have a digital twin that runs nonstop drills to see where the physical twin may fail IRL. As you can imagine, this can save industrial organizations millions of dollars over the long term.
Allied Reliability helps its customers do precisely that. They not only set up CBM systems for their clients, but they also help them create a strategy to make the most of their investment—securing buy-in from their teams, developing processes for internal collaboration and helping humans talk to their machines in meaningful ways. Through my partnership with Bayard Bradford, I worked with Allied to create a series of white papers based on a super long and very book-reportish case study. They have yet to launch the full series, as I’m sure they’re also experiencing some rocks and rolls from 2020, but they have posted the lead generation page.
See the landing page here and read the text file of guide #1 here.
The Glasscock School is at a crossroads. Part of one of the country’s leading academic institutions, they were getting lost in the sea of online colleges and fly-by-night credential farms. They needed a better way to reach potential students, many of whom use their search bar to find their next chapter.
I wrote (checks notes) a lot of new landing pages for the Glasscock School, each a balance between telling the right brand story and generating the right leads. These pages ranged from recruiting the next generation of teachers to enticing C-suite executives to add some letters behind their name. Prior to the pandemic, these newly launched landing pages were converting 15% higher than the previous ones.
In addition to writing landing pages that convert, I also wrote a suite of blog posts and emails to support each continuing education program.
They were designed around different barriers for the audience—how to pay for school, make time for studies and how to prepare to go back to college after a decade or more. My goal was to create a comprehensive campaign that would meet potential students where they were and give them exactly what they needed to click “Apply.”