Portfolio
- McGraw-Hill Learning Ecosystem | GradeGuru.com
- CNN Video
- Montain Dew | Democracy Campaign
- Sierra Mist | On The Bubble Animated Series
- Xanadu the Musical | Cubby Bernstein Tony Award Campaign
- Tennis Channel
McGraw-Hill Learning Ecosystem | GradeGuru.com
I am the Marketing Specialist for GradeGuru.com, a McGraw-Hill Higher Education startup that allows students to upload and share study materials to receive peer feedback, recognition and rewards. Notes can then be downloaded for free by students seeking guidance and alternative points of view on their course work. We think of it as a web 2.0 study group. GradeGuru’s vision is to develop a knowledge-sharing platform where college students can benefit by learning from the study methods of top students who have succeeded in the class before them. My responsibilities include:
1. Enhancing GradeGuru’s presence and voice in the social web – our blog, Facebook, Twitter, YouTube, etc
2. Managing ambassador programs in over 15 universities
3. Overseeing and coordinating PR opportunities in digital and traditional press
4. Orchestrating partnerships and conference participation
5. Outreaching to students, professors and education technology enthusiast
CNN News Video
Prior to the 2008 primaries, CNN update their video site to allow users to embed videos. We were in charge of connecting influential bloggers with relevant content on the CNN video site in order to organically grow their viewers. Throughout the election coverage, CNN’s high quality videos and timely coverage along with our outreach helped established its authority as the leading online destination for political coverage is the U.S.
* Check out CNN.com/Video
* Get the CNN Video RSS Feed
CNN Headline Shirts
CNN is selling American Apparel t-shirt with selected, daily headlines on them. They are distributing these t-shirt at cost, and therefore not making a profit from them; it is all about sharing and wearing the news people care about. We were responsible for outreaching bloggers relevant to the t-shirt headlines of the day. We raised awareness and sales of CNN’s t-shirt by connecting bloggers from of all walks of life to headlines of their interest.
* Check out the CNN t-shirt archive
* Keep an eye on the CNN Flickr Photostream for celebrities and ceweberties sporting t-shirt Headlines they are passionate about.
* Participate in the CNN t-shirt Challenge. Upload a photo of yourself in a t-shirt and you could be featured on iReport.com or a TV commercial.
Montain Dew | Democracy Campaign
Three consumer-created Mountain Dew flavors battled it out to be a new permanent Mountain Dew product. Consumers voted between Voltage, Revolution and Supernova with the polls closing on July 31st, 2008.
* Check out Dewmocracy.com
* Follow Dewmocracy on Twitter
* Watch the hilarious campaign videos on YouTube
* Get badges and other images on Flickr for Supernova here, Voltage here and Revolution here.
Sierra Mist | On The Bubble Animated Series
Sierra Mist sponsored a web-based cartoon series hosted by four college kids. The series mocks current events and internet culture.
* Watch the videos on OTB’s YouTube Channel, Vimeo Channel, Aniboom Channel and Break Channel.
* Get the character’s Twitter Updates: @reportinggal, @lukehastings, @kevinmac
* Check out photos of the characters on the On The Bubble Flickr Photostream
* On the Bubble Friendfeed
* Character’s MyYearbook Profiles: Andrea, Luke, Kevin
* The Middle Town Community College website
Xanadu the Musical | Cubby Bernstein Tony Award Campaign
Cubby Bernstein is the one-and-only Tony Campaign Manager for the stars and, most recently, for Xanadu the Broadway musical. Cubby’s video series resulted in over 1 million views and 1,000 subscribers to Cubby’s YouTube Channel (within 4 weeks), more than 2,000 friends and fans across social networking profiles, unique features industry relevant publications like the New York Times and Playbill and finally, an overwhelming support for Xanadu from consumers on The New York Times – Tony Award Ballot Poll. Even Perez Hilton picked it up!
* Watch Cubby’s Xanadu Web-Series on YouTube
* Follow Cubby on Twitter, Flickr and Facebook
* Vote for Xanadu on the NYTimes Website
* Check out the Xanadu website
Tennis Channel
Tennis Channel goes Twitter social for the 2008 French Open:
- Twennis Twitter Aggregator design exclusively for Tennis Channel and the 2008 French Open
- The Ump is Always Right – YouTube Channel feature famous player vs. referee heated arguments
- French Open 2008 Photos on Flickr – Taken by Tennis Channel photographer and uploaded by our team on the same day for digital media outreach
- PRESS: Twitter blog, psfk, Social Media Today, and more
Diet Mountain Dew tastes surprisingly like regular Mountain Dew. Mountain Dew gave consumers the chance to enter their own surprising facts video for a chance at $10,000, a coveted director’s pack, movie passes and tons of other goodies.
* Visit SuprisingFacts.TV for more info (contest ended June 5th 2008)
* There is $10,000 to be won and lots of runner-up prizes including a Macbook Air and over 20 other sweet goodie
* Get video ideas at surprisingfacts.pbwiki.com
* If you don’t enter, you can’t win. Duh! Hello! Dew it!
A faux documentary about the town of Oberpfaffelbachen, Bavaria and the people there who try to launch a BMW 1-Series To America via a giant ramp. Lots of moving parts to this campaign.
* Watch the full documentary on Rampenfest.com and YouTube
* Check out the Rampenfest Blog
* Connect with the “filmmaker” Jeff Schultz on Facebook and Fan The Ramp on Facebook
* Follow the marketing genius, Franz Brendl on Twitter
* Get yourself some souvenirs from Evi on Cafepress
* PRESS: WSJ.com, Cafepress Blog, autoblog.com, Jalopnik and more.
One Laptop Per Child (OLPC) aims to create educational opportunities for the world’s poorest children by providing each child with a rugged, low-cost, low-power, connected laptop with content and software designed for collaborative, joyful, self-empowered learning.
I executed and managed their social media marketing initiative during their 2007 Give One Get One program:
*Created a OLPC Twitter profile to connect with people talking about OLPC and the XO Laptop. Twitter served as a useful customer service tool during the holiday promotion.
*Executed a robust digital media relations campaign that garnered coverage of OLPC and the Give One Get One promotion in leading technology, education, consumer, parenting and trendsetting blogs. Some examples of coverage: Engadget.com, CrunchGear.com, Gizmodo.com, GadgetTell.com, Consumerist.com, shapingyouth.org.
*Established OLPC’s presence on Facebook by setting up an OLPC Fan Page, OLPC Cause application and promoting their Charity Gift (see image below).
*Established OLPC’s presence on MySpace by seeding and connecting with friends with a multimedia profile page
*OLPC non-profit YouTube channel, which included testimonials from children, tutorials and the official PSA by Masi Oka. OLPC’s channel is in the top 100 most subscribed non-profit channels on YouTube.
OLPC sold more than 100,000 laptops and average two million dollars in sales/donations during the month long Give One Get One promotional program.
BuyYourFriendADrink.com is a social gifting site that allows people to buy drinks for friends online. As new web 2.0 startup with a online-offline offering, they approached me for ideas of ways to raise awareness among college students and young professionals in Boston. I worked with the New England regional manager to execute and manage a community outreach and influencer program targeting key colleges and venues in Boston. We distributed drink cards to “movers and shakers” of campus social life in various colleges and developed an incentive program to motivate them to spread the word about BYFAD. We also invite our influencers to monthly promotional events and secured partnership with Yelp community managers to introduce BYFAD to the Elite Yelpers of Boston.
Prior to the launch of their 3G mobile network, Helio teamed up with Alloy Marketing & Promotions to created a nationwide college grassroots campaign to target the young, tech-savvy, trendsetting demographic that fit Helio’s devices. I was hired as the Boston University brand manager to execute an influencer program, throw events, manage local publicity and raise over brand awareness of Helio among the 20,000+ student body.
I was in charge of seeding 20 devices with unlimited service packages to key influencers within Boston University. I leveraged the influencer’s buzz generating ability through weekly check ups and reporting, distribution of premiums, events and Facebook (groups, event invites, etc) . Sales in the Helio sales points nearest to Boston University grew exponentially during the campaign.