think. create. communicate.
As owner of GrayMatter Marketing (GMM), I create a unique virtual agency for each client, bringing together the expertise and resources that deliver flexibility, efficiency and the collective experience to drive bottom-line results at the intersections of traditional and new media. Capabilities include:
- Strategic Consulting, Branding, Marketing & Messaging
- Direct Response-driven Customer Development & Engagement
- Project Management, Copywriting & Design
- End-to-end Website & Blog Development
- User Experience, Content Strategy & Web Analytics
- SEO / Web Copywriting
- “Social Business” Strategy, Training & Community Building
- Photography & Motion for the Web
- Interactive/Online Video, TV & Radio Production
Recent Career Highlights
Nearly fifteen years ago I made the decision to start my own agency, which evolved from freelance copywriting to a virtual, full-service marketing solution serving a broad array of industries. Running a successful and profitable business has required an ability to think strategically, cultivate resources, understand business operations and financials, adapt to changing technology, oversee every aspect of client relationships and anticipate market demands. Below are selected career highlights:
Direct Response Consultant & Messaging Strategist for Gain Response Marketing:Provide strategic consultation and messaging strategy, including segmentation-focused copywriting services, for targeted direct response campaigns for brands that include Comcast, Sage Software, US Bank, BB&T, SunCom and GE Financial (now Genworth), among others. Apply test-and-learn scenarios and work to refine communication strategies that further enhance the overall test design. This work creates the ongoing opportunity to try, challenge and innovate multi-channel approaches to the technologically evolving role of direct-to-consumer marketing.
Early Adopter of Social Media for Business:In mid-2008, realized the marketing and engagement potential across then-emerging social media platforms as an opportunity to create a meaningful, more personalized and cost-effective, two-way dialogue with the consumer that had never before been possible. In order to help clients get ahead of the social media learning curve, started a blog to educate, network, engage and inform. Garnered attention locally and regionally among peers and businesses with informative posts and lead-by-example excursions across Twitter, YouTube, Facebook and more, as businesses were still trying to understand how to leverage social media with an eye on ROMI. Blogging exposure led to speaking and training engagements, new business, as well as a Baltimore Sun "Mobbie" nomination for Best Overall Blog after only its first year.
1st Mariner Bank Website Relaunch:Hired to lead and manage the SEO-copywriting for the relaunch of 1stMarinerBank.com, a 200-page website. Created web-based workflow to efficiently meet client needs, as well as a quality control process that included a team of freelance copywriters and a proofreader. As lead writer, ensured consistency of voice and optimal use of keywords on every page without compromising readability, brand messaging or user experience. Delivered all SEO-driven content on time and comfortably inside the client's budget.
Under Armour Website Relaunch:Was brought in to lead and manage the SEO-copywriting for 1800 products for the relaunch of UnderArmour.com. Developed and presented a budget with start-to-finish costs, and introduced a workflow to accommodate the multi-tiered internal copy approval process, and was authorized to hire a team of four freelance copywriters and a proofreader to function as an extension of the eCommerce department for the duration of the initiative. Created a project management website (a private URL and shared document environment) that provided writers with the brand-related resources and copy direction they needed, while also giving management the ability to oversee copy progress 24/7. Worked on site with the client at the Tide Point headquarters for nearly four months on this project, during which time weekly status reports were delivered to upper management, along with weekly cost tracking data. The copy team delivered the content on time, on schedule and within the budgetary parameters established at the start of the job. Throughout, great effort was applied to adhering to eCommerce best practices and aligning all copy with the distinctive brand voice of Under Armour.
CitiFinancial Rebrand/Relaunch to OneMain Financial:Led the direct-to-consumer communications strategy for the brand's relaunch—writing the strategy documents and the copy for the relaunch communications across multiple mediums (web, targeted direct mail, in-branch). This messaging platform, strategy and copy was used by multiple participating agencies, as well as being the foundational messaging for the national TV campaign.
Wilkins Rogers Mills Corporate Rebrand & Site Relaunch:Worked directly with the executives at Wilkins Rogers, Inc., to develop a new corporate identity to modernize the brand, roll out a targeted direct mail-based relaunch announcement strategy, as well as an SEO-friendly web presence designed to drive traffic, awareness, new leads and credibility for both the organization's B2B & DTC business—all with analytics and call tracking to support ROMI. The site, wrmills.com, launched seamlessly and boosted the company's web-based traffic and call volume.
M&T Investment Group Website Redesign & Relaunch:Led the redesign and development of the Investment Group website user experience—from information architecture and navigation to SEO-optimized content and design, while fully leveraging the Bank's brand guidelines and working with multiple M&T divisions and departments. The new, user-friendly interface is being considered for roll-out across other M&T groups/sites and has resulted in increased awareness of the group's offerings internally and externally.
Full Service Agency for EPIC Pharmacies:Served as agency of record for EPIC, a national network of more than 1,000 independently-owned pharmacies, providing full-service advertising and marketing strategy and direction, including annual TV campaigns with Mike Rowe (now the face of Discovery's Dirty Jobs), radio, web, co-op advertising, print and direct marketing. Membership tripled during GMM agency tenure.
Presbyterian Senior Living Rebrand & Site Relaunch:Developed original, SEO-optimized content for the relaunch of 25 sites under one brand umbrella. Hired, managed and delivered content to the client for upload into a custom-built CMS, and worked directly with the client to ensure a seamless transition from page to post. A solid success, the site now works to inform and convert leads.
GrayMatter Marketing, Owner
Strategic Consulting | Creative Services | Interactive Solutions | Social Media for Business
Based in the Baltimore/Washington, DC area, GMM delivers brand strategy, messaging, copy, design, creative services, direct response tactics, social business and SEO to B2B and B2C clients.
GrayPictures LLC, Partner
Multi-media Production Services
From still photography and motion pictures to scriptwriting and production, projects are taken from conception to completion in any media format.
Responsible for day-to-day management of two national accounts. Developed creative strategies. Directed creative and media teams to meet client objectives. Contributed in the production of direct response-driven national television, radio and print campaigns.
- First National Bank of Maryland (now M&T Bank), Supervised/coordinated eight multi-media campaigns.
- Sylvan Learning Centers, Managed day-to-day account services, including national television and radio campaign.
Responsible for eight accounts—writing, producing and day-to-day account service. Learned the workings of television, radio, print and direct mail—as well as an early venture into the world of direct response having written/produced a 30-minute infomercial.
Portfolio of Work
Partial Client List
Guardian InGlassWeb SEO-Copy
Johns Hopkins MedicineWeb & Photography
MarriottGuest Directory for ALL Hotels/Resorts
Marriott RewardsDirect Mail
Renaissance HotelsGuest Directory for ALL Hotels
SeproTecWeb & Brochure (Spain)
Under ArmourSEO-Copy & Digital Media Project Management
Choice HotelsBrochures & Collateral
Discovery ChannelDocumentary, Print & :30 Promos
EPIC PharmaciesWeb, Direct Mail, TV/Radio
ESPNProduction Manager for Hour-long Programming
GE FinancialDirect Mail
Lockheed MartinOnline Interstitial
OneMain FinancialDirect Mail, Web, Collateral
1st Mariner BankWeb, TV/Radio
Alliance EngineeringDirect Mail, Web
Anthem BlueCross/BlueShieldDirect Mail
Baltimore Development CorpUX & SEO-Copy
Baltimore Symphony OrchestraTV, Radio
Capital Funding GroupSEO Web Copy
M&T BankDirect Mail, Web, Collateral
Presbyterian Senior LivingWeb, Direct Mail, Print
Southern ManagementRadio, YouTube Video
Wilkins Rogers MillsDirect Mail, Web
- Competitive & Recreational Sailing, Golf, Snowboarding, Mountain Biking, Kayaking, Hiking, Reading, Chinese Language Studies & Travel
- Available Upon Request
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