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MARKETING
Marketing Portfolio
Matt Wolfe
Marketing Strategy
Showtunes Theatre Company
Showtunes was in need of a logo redesign to find an image that could offer a streamlined, easy to identify visual brand. But more importantly, I led the company through several conversations as part of a larger marketing strategy. The result was the following transformation in the logo and tagline which served to clarify messaging and future strategy development.
Old Design
New Design
Website Design and Content Creation
Image of Old Website
4LegalLeads.com
I performed a complete rebuild and redesign of the company's website, including the production of new video content, to update it from an older format to a vertical scrolling format optimized for desktop and mobile.
The new format was designed to function more like a landing page and incorporated lightboxes to keep the experience linear and streamlined. I also re-designed and re-formatted the company blog. All of the content for the blog has been written by me.
Recent Projects
Serviam
I have been serving as an Independent Marketing Consultant for Serviam in Denver, Colorado. Serviam is a Telecom and IT Vendor Management Firm founded and managed by three former Vice Presidents of Qwest and CenturyLink. My work has included an extensive discovery process which informed a comprehensive overhaul and rebranding of Serviam’s marketing collateral including flyers, video production, and website design (still in process as of Dec 2017).
The first challenge came in assisting the team in finding a new descriptor for their business, which led to a change from “Communications Technology Consulting” to “Telecom and IT Vendor Management,” a phrase which allowed them to narrate the full scope of their services.
The second challenge has been to create a new means of narrating their story in a more passionate and personal sense. Serviam’s business model is truly unique in its industry, and its founders undertook a good deal of risk to create what they felt was a better service model for telecom customers.
Borrowing from the imagery surrounding their headquarters in Denver, I’ve reworked their dominant visual metaphor from technical to mountain imagery, using the mountains to communicate their courage in starting the company and to represent the difficult environment of doing business in telecom. They have been repositioned as “guides” who have pioneered a new path through a complex telecom landscape full of risk associated with financial loss and liability concerns.
Original Website
Rebranded Website
(Click on Image to Visit)
Intro Video
Testimonial Video #2
PDF Overview Flyer
(Click to View)
Video Production and Editing
Improv Alive!
The following was the center of a suite of videos produced for this company to use on their website and in social media advertising. I directed the shoot and edited the content. The videos were designed to help business professionals see the benefits of improvisation training for individuals, teams, and corporate cultures.There was an urgent need for this business to be able to demonstrate the experience of their training workshops to professionals from industries unrelated to the arts. This company has performed training for Microsoft, Boeing, the University of Washington, and many other prominent corporations in Seattle. You can see the entire suite of videos here.
4LegalLeads.com
The following videos were created for a specific audience of partners and owners of small law firms. They address felt needs and concerns attorneys share around the legal lead industry and establish the company as a premium brand among its competitors. Due to budget constraints, stock footage is sometimes leveraged to create the ads.
Product Overview
Promo for the "Cherry Picker" Bonus Feature
4LegalLeads "Time is Money"
Social Media Promo
4LegalLeads "World Keeps Turning"
Social Media Promo
4LegalLeads "World Keeps Turning"
Short Edit for A/B Testing
Seattle Children's Theatre
Seattle Children's Theatre faced a considerable challenge in marketing their World Premiere of Mwindo. It was based on African mythology and featured a story that was very unfamiliar to American audiences. While interning with their administration team under Artistic Director Linda Hartzell, I created this suite of "behind the scenes" videos to help preview the show to their audience. The videos feature production designs, original music from the sound design, and also authentic samples of a children's choir from Africa recorded by my mother as part of her work.
The Alba Acting Method
The "Alba Method" is a very rare and unique acting technique. As such, it's also a difficult task to convince actors to give it a try. Following an introductory workshop held in Seattle, I interviewed participants and the instructor to create an introductory video that would help introduce potential students to both the instructor and the technique. I believed that testimonials from fellow professionals and a view into the passion and integrity of the instructor would help convert sales for a growing community around the method. This was part of a small suite of videos created for the campaign.
Content Design and Art Direction
* Double click on the galleries below to view full-size images.
Showtunes Theatre Company
The following gallery contains images from various projects for Showtunes. Some of them I crafted and many were produced by a marketing team I led.
Similar images went out online featuring individual cast members.
We run individual cast features online for all of our productions, mainstage and cabaret.
Similar images went out online featuring individual cast members.
4LegalLeads.com
The following gallery contains image ads I designed to be used for social media advertising and for promoting blog content for 4LegalLeads. Our campaigns have walked a spectrum between expected, professional content and humorous content which stands out in that industry.
DyNexus Recruiting and Staffing
DyNexus is a recruiting firm focused on finding talent for the Microsoft Dynamics ERP and CRM platforms. I had to design campaigns on two fronts. One front was advertising to potential clients who would use our services. The second front was to attract the attention of hard-to-locate talent. Both tasks required sophisticated ad targeting strategy to reach employers and talent in a niche industry. I put a special emphasis on humor because the software consulting industry typcially portrays itself in a dry, humorless fashion. Many of these ads were designed to stand out in a consultant's news feed, juxtaposing unexpected imagery with industry jargon.
* Double click on the galleries to view full-size images.
Ebook and Whitepaper Content
4LegalLeads.com
The ebook and whitepaper below were created for a lead gathering campaign for 4LegalLeads. These were offered as free resources, downloaded after completing a form on a custom landing page. I wrote the content, designed, and edited the documents. You can click on the image to view a PDF.
DyNexus Recruiting and Staffing
Our team decided to offer a comprehensive ebook guide to recruiting for our industry as a free resource linked to a landing page information form. This provided us with sales leads and was designed to help position us as a thought leader in the industry. I edited and compiled contributions from the recruiting staff and wrote the other sections needed to complete the book. I also did the layout and design.
