During my 20-year marketing and communications career, I have developed various campaigns and collateral pieces in print, digital, and broadcast media. I’ve selected a few recent projects to showcase on this page, but am happy to provide additional material upon request.
Websites
I have worked with a combination of in-house talent, freelance creatives, advertising agencies, SEO specialists, user experience experts, and programmers to develop a number of websites over the years. Through these myriad projects, I’ve gained a thorough understanding of web development best practices.
SouthernManagement.com
I led the web development process for Southern Management Companies’ corporate website, which also serves as micro-sites for its 75 residential apartment communities. The website was programmed on a WordPress CMS, which allows supreme flexibility to make revisions, add plug-ins and develop custom landing pages as needed. This is a fully responsive website, designed using a mobile-first methodology.
TheHotelUMD.com
Southern Management Companies opened The Hotel at the University of Maryland in late 2017, and I led the entire brand development effort, including the creation of the hotel property website. This website was also developed in WordPress, for the same reasons mentioned for Southern Management’s corporate website.
Digital Marketing
I have a proven track record of using strategic digital marketing solutions to generate leads and drive sales. I am skilled in SEO, SEM, social media marketing, remarketing, geo-targeting, display advertising, and more. Below are just a few visuals to represent the types of digital ads I have used to reach target audiences.
Southern Management
At Southern, the goal is to drive leads and generate leases. A combination of geo-targeted social ads, prospecting display advertising to look-alike audiences, and remarketing campaigns have proven effective.
To expand the audience, ads are sometimes run in foreign languages, but extreme care must be taken to comply with fair housing guidelines. With the targeting options available to marketers today, fair housing is a critical consideration.
Email Campaigns
Email marketing can be an extremely powerful and efficient lead generator when the list is carefully segmented and email content is relevant and timely. I am proficient in using a number of email marketing tools, such as Mail Chimp, Constant Contact, and What Counts. Any email should be part of a strategic campaign, which is why I’ve included additional components below.
The Hotel at the University of Maryland
To overcome a low-occupancy period the week of Thanksgiving, I developed a strategy to market The Hotel as an ideal option to host out-of-town guests. I wrote the messaging, selected imagery, and implemented the digital campaign. Click here to view the full email.
Paid Social Media Advertising
Organic posts and geo-targeted social media ad campaigns were used to reach local audiences, create awareness and generate bookings.
The Hotel – Holiday Weekend Special (landing page)
Marketing emails and digital ads drive visits to a custom landing page with a direct link to book reservations. Leads convert at a much higher percentage when ads click through to specific page content with an easy-to-find action.
Marketing Strategy
User-friendly websites and creative ad campaigns are critical marketing components, but cannot be effective without a solid strategy. My ability to diagnose problems and develop comprehensive, strategic solutions is a core strength.
Ever Strong Program
When the COVID-19 pandemic struck, Southern Management began the process of determining how to safely operate its businesses. I proposed the development of a branded, company-wide program with the goal of memorializing our processes and protocols to provide transparency to customers. I collaborated with operational executives in each division of the company to define standardized processes and develop formal plans.
Branded Plans
When the operational plans were complete, I built a comprehensive branded program; including logo, program documents, landing pages (on the corporate website and individual hotel websites), and signage for all properties. After rolling out the branded program, it was announced via multiple press releases to enhance the company’s brand and public reputation – specifically to enhance the perception of health and safety practices at Southern Management’s properties.
Ever Strong (landing page)
I developed landing pages on our company websites to house the details of the Ever Strong program. The strategy was to promote the program in ads and content, but drive visits to landing pages for details. Click here to view the Ever Strong landing page, which has links to each of the three branded plan documents and a television news story covered by WJZ, Baltimore.
Ever Strong Sign Package
I created a branded sign package that was installed throughout all Southern Management’s properties and offices. The series of graphic displays and signs promote social distancing, the use of face coverings, and hand-washing. Reinforcing the Ever Strong program through the branded graphics package instills confidence in the company’s customers that they have implemented a strategic, effective plan.
Public Relations
At its core, public relations is strategic communication, an area in which I excel. I have developed in-house PR strategies and worked with public relations firms to develop proactive, promotional strategies and reactive, crisis communications.
Ever Strong Press Release
I collaborated with a Baltimore public relations firm to develop a press release to announce Southern Management’s Ever Strong program, which is the company’s comprehensive plan for operating its businesses during the COVID-19 pandemic (described in detail above). Click here to read the full release.
David Hillman “Maverick” Award
The Apartment and Office Building Association of Metropolitan Washington (AOBA) named an annual award in memory of Southern Management’s late founder and CEO, who passed away in 2017. I worked with AOBA’s Director of Communications to develop this joint release. Click here to read the full release.
Matt Cabaniss 