Lead Generation: eBook Offer on Social Media

Keller Williams Realty (KW) wanted to increase the number of properties they had to sell. As part of a B2C omnichannel marketing program I developed, we promoted a Guide to Selling eBook, created partially by AI, on how to prepare a house for sale. Respondents are brought to KW website's download page where they enter their contact information before the download. From there, the sales person would follow up on the lead.

The full omnichannel campaign I developed for this customer included targeting the 10,000+ contacts in their Customer Relationship Management (CRM) system and winning new prospects from social media posts and paid advertising, lead capture via text inquiries from lawn signs, website optimization, AI generated eBooks, print material and event (open houses and customer events) redesign and implementation.

Leads generated were significant enough to require the hiring of additional staff.

Brand Strategy for Global Life Science Company

Corning Incorporated's Life Science Division acquired 4 companies and 13 brands in a 4 year period. As brand manager, I leveraged and conducted market research to understand brand perceptions and made recommendations on the disposition of each brand.

I developed brand strategies, product rationalization plans, brand positioning and graphic treatments for all brands. Strategies expanded our reach in existing markets and brought us into new ones.

Managing through the complexities of dealer exclusivity and private label brands, the new portfolio grew revenues exponentially to over $1 billion.