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Case Studies

Click any image to enlarge campaign information

Please not that all materials here are real case studies that have been scrubbed of identifying information. These case studies may be partial or incomplete due to proprietary, attorney/client privileged, attorney work product, confidential, or otherwise priveleged information. 

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Website Rebrand

Scope:

  • Establishing an "enterprise ready" brand, with more than 4 sister sites, 500 webpages, 2 vendors, and cross-departmental stakeholders

  • Competitive analysis, data analysis, and industry trends were used to guide and direct decisions.

  • Execution included regular briefings with the CMO, VPs, and other key stakeholders on various pages.​

Before and after pictures of the front page of the website. Additional images available upon request.

Details: 

  • Project included establishing priorities for a UI/UX vendor, Drupal developer and 5 internal developers. Project spanned 6 months, and included an overhaul to the CMS system.  

  • Owned the development of web-specific assets, focusing on customer journey and using split testing to develop customer data on best practices for user experience. 

  • Sister sites developed include blog, customer engagement site, helpdesk, developer portal, and more. Each having their own sub-branding, while maintaining brand integrity. 

Scope:

  • Startup with two years operational, mostly sales and product employees

  • Three key customer demographics to consider

  • Establishing marketing and brand strategy for 3-year revenue growth

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Rebrand from Visit Wine Country to VineFinder

Abbreviated Marketing strategy plan

Details: 

  • Marketing strategy included extensive industry research, competitive analysis, establishing customer and buyer personas, sales to marketing pipeline analysis, digital marketing plan, new brand development including logo creation and brand guidelines. 

  • Digital marketing plan spanned a three year scope to project how paid to organic costs and income align to projected sales in both buyer and consumer markets.

  • Website overhaul, sales enablement materials, product development, and more as part of this rebranding plan. 

Global Communication Program

Scope:

  • Department-wide strategy (200+), with global adoption and impact (8000+)

  • Internal and external audiences (inside and outside of the company)

  • High impact, high risk

  • Small group of administrators with special training

Example work from the marketing materials and communication plan

Details: 

  • Internal marketing needs included digital signage, project launch strategy planning, rebranding, change management, publicity initiatives, workplace innovation and design, more 

  • Resistance planning

  • Publicity campaigns, publications, award coordination

  • 3-5 year communication strategy created for real estate department

  •  Change management program developed and launched

Example work from the marketing materials and communication plan

Sustainability Campaign

Scope:

  • Global adoption

  • Pilot for 4 regional headquarters immediately impacted (about 600 people)

  • Internal, eventual company-wide audience

  • Low impact, high risk

  • Awareness, education, and reinforcement plan needed

Details: 

  • Implementation plan developed

    • Communication strategy included pre-written emails, marketing strategy, key messages, and risk assessments 

  • Creative implementation for how to use marketing materials already developed for the project. 

  • Resistance analysis conducted

  • Industry recognized data reinforcement needed

  • Executive sponsor and collaboration used

Computer Aided Facility Management (CAFM) System Launch

Example work from the marketing materials and communication plan

Scope:

  • Global adoption

  • 200 people

  • 3 month focus

  • Internal, company-wide audience

  • Low impact, low risk

  • Small group of administrators

Details: 

  • Internal marketing needs included digital signage, posters, email announcements, 

    • All materials were developed by Rachel

  • Resistance plan

  • Re-branding enforcement needed

  • Communication strategy created for long-term adoption

Change Management- BlueHornet Acquisition

Scope:

  • Company acquisition change management strategy, global impact, cross-departmental incorporation

  • Internal audiences

  • Full Impact Index assessment included risk evaluation, strategy strength assesment, group evaluation summaries, management evaluation summaries, data based recommendations. 

  • Change strategy developed for a short-term, quick adoption 

Example of an Impact Index presentation to a priimary sponsor

Learn more about Rachel's speaking.

Learn more about Rachel's company. 

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