Project Examples

Client Celebration Campaign

Part of my retention strategy included a celebration opportunity campaign. When clients overcame challenges or celebrated a ‘big win’ our team sent postcards with a personalized message from the team. Genuine touches like these increase customer retention and client LTV.
Webinar Series

Recent White House Administration budget changes are having immense impact on nonprofits across the country. As our primary audience and client base at Firespring, I quickly launched a 3-part webinar series to make essential content and industry connections available.
Email/SMS/In-App Messaging

Creating segmented email journeys, utilizing SMS for lead capture and re-engagement, leveraging in-app messaging for user feedback and cross sell opportunities. Every email is an opportunity to connect with an audience and increase customer loyalty.
Brand Management

In a time when most brands went quiet, I saw an opportunity to stand tall. The #love campaign is a re-statement of Firespring’s values. I led the strategic planning, collaboration, and launch of several products and community appearances to promote business and create brand affinity.
Layout Design

Flexing my mass comm. muscles and branching out to lay out 30 pages of content for a conference notebook that was distributed to over 1500 attendees.
Event Material Optimization

I implemented early access to the agenda, speaker bios, breakout session info, and the conference notebook. These were available via email, QR code, and on the website.
Social Media Movement Campaign

I created #westslopebestslope as an effort to shift the local and general perception of Grand Junction. People highlighted their outdoor adventures and love for the western slope on social media with over 266k posts!
Social Media Boot Camp

Using webinar attendee feedback, I discovered our viewers wanted the opposite level of content we were presenting. I combined the two levels of webinars into a two day virtual event. I included a downloadable worksheet and more interactive parts in the facilitation.

Still hungry?
Get a taste for my work and view a couple examples of my campaigns here.

Research Project - Client Churn

The Problem: A website provider’s churn rate is rapidly increasing for a content management system product.

Where I started

Exported 4 years of attrition data from the CRM including client name, business type, field selection for reason, other notes, client age, and average NPS.

I uploaded all these data points into AI asking it to identify trends and missing pieces to give me a summary of the information provided.
I organized, cleaned, and manually reviewed all data cells to compare the findings with AI, highlight what dashboards and automation were missing, and identify where CRM data integrity and processes were failing.

What I found: The ‘Additional Notes’ field was often describing a more detailed and accurate reasoning than what was selected in the ‘Reason’ form field. This meant that the most important information on why clients were leaving was not being reflected in our reports or dashboards.

What I did: By reviewing hundreds of notes, I created new reasons that could be added to the CRM to capture more specific categories of attrition.

What I found: During an attrition process, clients were asked where they were going for their new website provider. This data field was manually selected by a Customer Success Specialist based on a verbal answer but never verified.

What I did: I began the process of manually researching where our attritted clients were currently hosting their website. Documenting this accurately gave us an opportunity for clearer segmentation and future win-back strategies.

What I found: There was no follow up or win back plan in place. Instances existed of former clients not launching a website after attriting. These area great target audience to practice win back strategies and tactics.

What I did: In my final report I documented recommendations to the client experience team that included regular follow up research and data entry on former clients to ensure that reports and dashboards could efficiently be used to segment and target audiences.

What I found: Identified the average client age for churn risk.

What I did: I started the process of creating the company’s first official CMS client lifecycle and client scoring recommendations. With a lifecycle and client health score system, this helps marketing identify what action or inaction should trigger an At Risk campaign, as well as helping to outline the content and client journey to ensure a greater client lifetime value.

Additional data points I identified and presented to the client experience team:

Early attritions
- Clients who did not successfully complete onboarding
- Clients who attrited within 90 days of successfully completing onboarding
Reasoning for short term clients vs. long term clients
Engagement decline path before attrition
Seasonal churn
Most common given ‘Reason for Leaving’
How satisfaction scores correlate with given ‘Reason for Leaving’
Product and functionality analysis
Churn from competition

In Summary

I organized and documented all findings and presented them to the CXO along with strategic, detailed, and scalable recommendations for the Client Success, Sales, Billing, and Marketing teams moving forward.

This resulted in the prioritization of building a client lifecycle, client journey content strategy, client health score system, win back strategy, and overall client engagement campaigns.

Websites

I’m happy to be surrounded by driven people. Starting in 2024, I began helping my entrepreneur friends by creating their first business website. Scroll through some of the examples below!