Branding • Project Management • Graphic Design Proficiency • Team Leadership
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CORPORATE CAMPAIGN
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In collaboration with two members of Exactech’s Marketing Communication team, we engaged B&Y Marketing Agency to build a Corporate Brand Campaign with the following goals in mind.
REALIGN EXACTECH'S BRAND IDENTITY to reflect significant changes in Exactech’s leadership as well as changes to the way we work after COVID.
BUILD TRUST after Exactech’s first product recall in the beginning of 2022.
CREATE A LAUNCHPAD for future marketing and communications initiatives through 2023 and beyond.
My role on this team was to:
Collaborate with the agency by providing a history of Exactech culture and branding,
Assist in communications with Executive Leadership on all project developments,
Serve as part of the campaign concept selection committee along with key Executive Leadership Team members,
Review and provide feedback to the agency on campaign deliverables which included photography, advertising concepts, and a brand anthem video.
Once the agency delivered on their part, I took the core elements of the campaign and led our team of in-house designers in executing the marketing communications activation plan. I also delivered campaign assets and trained our global creative team on campaign graphic standards.
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We launched the campaign at the American Academy of Orthopaedic Surgeons (AAOS). My role was lead designer and creative director for all launch deliverables.
The launch included:
Trade show booth design,
Brand anthem video,
LinkedIn organic and sponsored posts,
Instagram organic posts,
Meta geofence campaign,
Surgeon and sales representative promotional emails.
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Overall boothscore of 4.55 out of 5; show average was 3.66. Ranked above 96.3% over other booths at the show. Booth evaluator commented that it was the best booth Exactech ever had and that the message and branding was clear and heartfelt.
Most viewed press release in company history.
Social campaign average engagement: LinkedIn organic 5.8%; Instagram organic 8.25%; meta geofence 148,867 impressions.
Surgeon email: 58% open rate, 1.3% CTR/Rep email: 72.6% open rate, 7.4% CTR
