Marketing Campaigns
I bring strategic vision and tactical execution to marketing initiatives across multiple channel types. My strengths include developing comprehensive brand strategies, optimizing digital experiences, and crafting compelling content that drive results. I've consistently delivered significant improvements in engagement, conversion, and revenue for different organizations. My analytical approach ensures marketing efforts directly support business objectives while building meaningful connections with target audiences.
Clinic Website Redesign
The Scope
Two large optometric practices serving 20,000+ patients with varying visual abilities and ocular conditions.
Working with NECO and select external vendors to transform the clinical website into a distinct identity separate from the College’s digital presence and implement a plan to reengage and educate patients, staff, and referring doctors.
The Challenge
The existing NECO website needed optimization to create a seamless, patient-centered digital experience that would drive measurable business outcomes including employee retention, optical sales, patient returns, and appointment bookings
The Results
The redesigned website successfully transformed the digital patient experience, resulting in improved metrics for employee satisfaction, increased optical sales, higher patient retention rates, and more efficiently filled appointment slots.
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Conducted research on patient demographics and behavior to inform the redesign strategy, while consulting local and national clinics of the same size and scope to ensure overall audience needs were met.
Created patient journey mapping to identify key digital touchpoints and pain points throughout booking process and referral steps
Analyzed user data revealing 84% of visitors were seeking appointment information but only 18% successfully followed up with office through phone or email
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Through established connections with external graphic designers, web developers, clinical software experts, and internal groups I was able to establish a functional timeline and project scope.
Led bi-weekly collaboration sessions between NECO stakeholders and development team
Established clear communication channels that reduced revision cycles by 40%
Navigated change in internal leadership and directives to ensure final product was meeting everyone’s needs
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Redesigning a clinical website presents certain challenges, like accessibility efforts for all patients and maintaining a larger brand presence. Patient needs and functionality were the foremost goal.
Created mobile-first wireframes prioritizing appointment scheduling and optical product discovery
Simplified navigation structure that reduced the path to booking from 12 steps to 2
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Despite timeline changes and leadership overhaul, the redesign was successfully implemented.
Oversaw development of custom appointment integration with practice management system
Ensured WCAG 2.1 compliance, improving accessibility scores from 72% to 96%
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Increased online appointment bookings by 32% within first quarter after launch
Reduced call volume for routine scheduling by 28%, allowing staff to focus on patient care
Improved average session duration by 1:45 minutes with 27% lower bounce rate
Brand Revitalization
The Scope
Refresh and modernize NECO's brand identity to better align with their position as a leading optometric institution while increasing engagement with prospective students and patients.
The Challenge
The existing NECO brand lacked visual appeal and did not represent the modern identity of its students, patients, or alumni. To improve appeal and recognition, a revised brand identity and assets were created.
The Results
A fully formed brand revitalization was implemented across key areas that strengthened NECO's market position, unified their visual identity across channels, and generated measurable improvements in institutional recognition
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Conducted stakeholder interviews with faculty, students, alumni, and patients to identify core brand values
Analyzed competitor positioning to identify unique differentiators, revealing an opportunity to emphasize NECO's clinical innovation
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Created a unified brand architecture that aligned the college and clinical entities under a cohesive identity
Developed messaging framework that increased application inquiries by 23% year-over-year
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Refreshed visual identity system including logo refinement, color palette expansion, and typography guidelines
Collaborated with graphic designers and external agency to help streamline and further push brand identity
Directed photoshoot capturing authentic clinical and educational moments, reducing reliance on stock imagery by 100%
Established written standards for overall personality and tone
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Orchestrated phased rollout across digital platforms, printed materials, and physical locations
Created comprehensive brand guidelines ensuring consistency across departments, reducing off-brand communications by 85% through trainings and oversight of marketing department
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Achieved 42% increase in brand recognition metrics among target audiences within 6 months through templated assets for emails, social media, web pages, and editorial standards
Improved perception scores for "innovation" and "excellence" by 28% and 31%, respectively
Generated 68% higher engagement across digital channels with new brand assets
Yuling Design
End of Year Giving
The Scope
Design and execute a comprehensive end-of-year fundraising campaign to increase donations, expand donor base, and strengthen relationships with key stakeholders.
The Challenge
The Development team wanted to increase giving through both reengagement of existing donors, while also establishing relationships with new alumni who hadn’t given before.
The Results
A fully formed multi-channel giving campaign that exceeded donation targets while establishing sustainable engagement practices for future fundraising initiatives.
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Developed campaign theme "Vision for Tomorrow" that resonated across alumni generations
Created segmented outreach strategy targeting distinct donor personas with personalized messaging highlighting patient success stories
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Crafted compelling patient stories highlighting direct impact of previous contributions through interviews
Produced additional testimonials from scholarship recipients that achieved 4x higher engagement than previous campaigns
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Designed coordinated campaign across email, direct mail, social media, and dedicated landing page
Implemented strategic cadence that increased touchpoints while reducing perceived donor fatigue
Pushed A/B testing with email campaigns and social posts to further prevent donor fatigue
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Established personalized acknowledgment system for different giving levels in partnership with the Development team
Focused on "Leadership Circle" recognition program that increased major gifts by 37%
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Exceeded campaign goal by 50%, raising $150,000 against $75,000 target
Expanded donor base by 22%, with 340+ first-time contributors
Achieved 43% higher average gift amount compared to previous year
Improved donor retention rate to 30% from previous benchmark of 20%
Graphic Stylings
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Graphic Stylings *
Digital Marketing
With a background in graphic design, Abby has always had a passion for beautiful graphics and bold styling. Her work has expanded to include copywriting and multi-channel media to meet the shifting marketing landscape.
Email Marketing
Social Media
Writing
Contact Abby
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