Crafting impactful consumer and recruitment marketing strategies on local and national scales.
Professional Highlights
ENCOMPASS HEALTH
A major post-acute healthcare provider in the United States enhanced recruitment cost efficiencies by implementing omnichannel strategies across it’s portfolio of more than 160 inpatient facilities nationwide and in Puerto Rico.
Extensive projects focusing on employer value proposition (EVP) and Careers site optimization facilitated a more highly-targeted approach to candidate recruitment, segmenting by both role type and career stage. This targeted approach ensured that recruitment efforts were more precisely aligned with candidate needs and preferences.
Strategically employing programmatic media to generate high volumes of job applications has emerged as a foundational element in their consistent year-over-year growth. They have benefited from increased cost efficiency, lowering cost-per-acquisition (CPA) by 50% or more in hard-to-fill, highly-skilled categories.
Coincidentally, new hospital openings have achieved near-full (90%) staffing levels right from their first day of operation, a definitive improvement from previous years.
COMMUNITY HEALTH SYSTEM
Community Medical Centers, a non-profit healthcare network headquartered in Fresno, California, has successfully boosted applicant numbers year-over-year (YoY) by optimizing its formal application procedures and utilizing targeted out-of-market investments to facilitate large-scale relocation hires.
By adopting a comprehensive, omni-channel strategy and crafting highly tailored content across a variety of media channels including Meta, YouTube and LinkedIn, the organization has effectively generated interest in specialized roles, leading to increased engagement and applications.
Further, their strategic use of virtual and in-person hiring event strategies, backed by highly targeted campaign promotions across print and digital channels, has effectively engaged local candidates. This multifaceted approach has become a cornerstone for driving inbound applicant traffic, ensuring a steady flow of qualified candidates and supporting the company's ever-evolving recruitment objectives.
MERITUM ENERGY
Meritum Energy, an industry leader in the propane and natural gas liquids sectors, has experienced significant growth by strategically investing in organic branding and paid media initiatives across their decentralized, multi-brand portfolio.
This expansion was largely facilitated by the revitalization of more than eight consumer websites, improving accessibility and fostering greater engagement from local consumers.
Targeted paid advertising campaigns were launched to drive inbound sales leads for respective product lines, fostering new customer growth. This strategy was complemented by proactive customer outreach efforts via segmented email marketing campaigns, enhancing customer engagement and retention.
Leveraging third-party platforms for streamlined reputation management initiatives and timely consumer feedback not only enhanced customer activity and satisfaction but also contributed to a notable improvement in the company's reputation.
LG JORDAN OIL CO.
LG Jordan, a century-old family business serving over 4,000 residential and commercial home heating customers across seven counties, capitalized on the rapid residential expansion in the Durham, NC area by overhauling their branding and digital presence.
launched a new, contemporary website that significantly improved their organic SEO. The redesigned site provided a greater depth of information to their consumer base, detailing updated product and service offerings, specials, financing options, and various resources.
This enhancement boosted the visibility of these areas in local search results, ensuring that consumers could more easily find and access the information they needed.
Additionally, highly targeted Google SEM campaigns were implemented, cost-effectively funneling new business leads across their product lines to their sales team.
POORE’S PROPANE AND OIL
Poore's Propane and Oil, the leading provider of propane, heating oil delivery, and HVAC services in Delaware, Maryland, and Eastern Pennsylvania, has achieved rapid market expansion over the past five years through a comprehensive strategic initiative utilizing multiple media channels.
The launch of a new website laid the foundation for attracting organic traffic. An extensive SEM and display campaign has significantly increased visibility and driven inbound leads.
Additionally, a highly segmented email marketing approach has resulted in record numbers of upsell and plan enrollment opportunities.
Simultaneously, a complete overhaul of their brand reputation has positioned Poore's Propane and Oil as the go-to choice in the region, effectively setting them apart from competitors.
BENEVIS
Benevis, an industry leader in providing non-clinical business support services to dental practices across 13 states and the District of Columbia, oversees 1.2 million patient visits annually.
To address their decentralized hiring needs, Benevis implemented programmatic campaigns to strategically increase their presence on both well-known and specialized job boards. This approach aimed to enhance their visibility across a wider range of platforms, ensuring they could reach a more diverse pool of potential candidates.
Further, they engaged brand awareness campaigns on platforms such as Meta and LinkedIn, while refining their Google campaign parameters.
These efforts resulted in a streamlined candidate pipeline that outpaced the previous year's performance in a more organized and efficient manner.
D.R. HORTON HOMES
DR Horton, the largest homebuilder by volume in the United States, successfully generated consistent new sales opportunities for multiple communities in Northern Virginia through a blend of print and digital advertising and several on-site grand opening events.
In addition to traditional homebuilder ads focused on pricing, DR Horton implemented a contemporary advertising approach across their regional portfolio, emulating movie advertisements.
This innovative strategy captured the interest of buyers through various channels, including print, mailers, email, and radio.
The campaign garnered local acclaim, winning the 2014 GALA Awards for Best Direct Mail Campaign and Best Radio Advertisement.
VAN METRE HOMES
Van Metre Homes, a prominent real estate developer and builder in the Washington DC metro area, achieved notable success in boosting new home sales through a multifaceted marketing approach.
They effectively utilized both print and digital platforms, with a particular emphasis on leveraging the wide reach of local publications like the Washington Post.
Additionally, their contemporary rebranding of their consumer website prioritized user experience, featuring an intuitive and visually appealing interface. This user-centric approach has directly contributed to enhancing consumer sentiment and ultimately driving sales growth for the company.
MARRICK HOMES
Marrick Homes, a key player in commercial real estate with a portfolio exceeding $200 million and over 4,000 homes built in Southern Maryland, experienced a significant boost in their new home communities.
This was attributed to a comprehensive rebranding effort and strategic enhancement of their social media presence. By leveraging compelling photo, video, and consumer-centric content, they effectively engaged with their audience on various social platforms, fostering increased interest and interaction.
They further complemented their social media strategy with website automations and a range of marketing collateral to empower their sales and marketing teams.
DISCLAIMER: The client project details displayed on my personal online portfolio are intended solely for demonstrative purposes. Any sensitive or confidential information pertaining to the client, their business operations, or proprietary methodologies has been omitted or altered to maintain confidentiality and protect intellectual property rights. The inclusion of project details or imagery does not imply endorsement or authorization by the client for public disclosure. Furthermore, the views and opinions expressed regarding the projects are solely my own and may not reflect the views of the client or any affiliated parties.