Case studies are one of the most important tools in marketing. Longer than an ad, and shorter than a white paper, they balance measurable metrics with human interest details and turn leads into customers. My chosen format makes use of three sections: challenge, approach, and impact. A long-standing work friend (who doubles as a stalwart client) is a national marketing director and asked me to write a series of case studies as part of a campaign to market her company’s work. This case study shares how an auto plant, bound for closure, saved $3 millon per year by keeping its hardworking people firmly at the wheel.
Guides for a Guru
Dr. Howard Zehr, best-selling author and “grandfather” of the restorative justice field, had written a new book. He and his publishers needed to develop an accompanying discussion guide. Fast. The book was out in a month. Dr. Zehr and I first met when he was my graduate advisor; later, he was my wise mentor while I was a restorative justice practitioner and nonprofit director. (Long story…visit my LinkedIn). My familiarity with the discourse, plus my writing skills, landed me top-of-mind when this project came about.
With alacrity, I wrote the discussion guides, which the publisher made available as free downloads on its website. Drawing from a range of topics — e.g., systemic racism, abuse in faith institutions, dismantling stereotypes — the guides successfully broadened the appeal and application of the book’s content to coincide with the book drop. Zehr reflects, “[Jennifer] is gifted, intelligent, creative, dependable, highly competent, fun to work with, and an excellent writer and editor. She delivered a top-notch product in record time.” Moral of this story: always say “yes” when the guru calls.
A Discussion Guide for Restorative Justice Practitioners, Peacebuilders, and Students (excerpt, p. 9)
“Systemic racism is an old issue that has received new attention after the killing of George Floyd and Tyre Nichols at the hands of police. Too many others have suffered similar unjust and agonizing fates. Zehr wonders what it might look like to apply an RJ lens to systemic racism, and to police brutality and misconduct (p. 180). What do you think? Whose voices would need to be at the table? What spaces do you see being open to provide a safe exchange? What are the power dynamics to consider? What might be a first step? What are the risks? What might be some unintended consequences? Is it even an appropriate use of RJ principles? Why or why not?”
I worked with Jennifer when she was a student in our graduate program, and later when she was executive director of a restorative justice program in Massachusetts. She is gifted, intelligent, creative, dependable, highly competent, fun to work with, and an excellent writer and editor. So when the publisher of my new book wanted someone to write a discussion guide for it, we turned to Jennifer. She delivered a top-notch product in record time, maintaining excellent contact throughout. Highly recommended!
Howard Zehr, PhD
Criminologist, Author, “Grandfather” of Restorative JusticeBreakout Moment: Community Banking gets Fresh
Let’s face it: one of the most conservative brand categories out there is banking. It can be a sea of beige, white, and navy blue often paired with worn-out verbiage. So when this nimble community bank asked how they might stand out, I resolved with a crackerjack team of designers and marketing pros to take them way off the beaten-and-boring path. We splashed out with vibrant colors, energetic photos, and unexpected words like “fanatic”, “unflinching”, and “head-over-heels devoted” to make sure this brand was memorable in a crowded marketplace.
Under One Roof: Unifying a Brand
A commercial real estate finance company was ready to bring different lending divisions under one powerful brand to better communicate its pole position in the industry. I worked with a marketing team to carve out a brand that would stand out from the competition. In an industry focused on scale, expense, space, size, this company’s new brand was all about people. From its genesis, “Creating tailored offerings for customers wasn’t an afterthought for us. It was the very reason for our being.”
Consumer Promotions: a Providential Pairing
An Atlanta-area real estate group wanted to attract buyers for 38 new townhomes in Historic Roswell. I worked with a marketing team to develop brand messaging to mirror architecture of old-world brownstone with modern fit-and-finish. The townhome community name (“Providence in Historic Roswell”) was inherited from a newly published book containing love letters linking two 1850s-era Roswell residents; this backstory added distinctive historic charm to marketing materials.
The Good Word: Nonprofit Communications
A new nonprofit operating in two towns was receiving urgent requests for service expansion. It needed a strategy to communicate via several channels, with multiple audiences, across a large area, and on a tight budget. While serving as its executive director, I identified cost-effective, impactful ways to reach volunteers, donors, and grant-makers about the work. With my team, we devised a brand identity, crafted quarterly newsletters, a film, email campaigns, a website, an annual appeal, press releases, and internal e-newsletters. Within a few years, the nonprofit expanded from two to 12 towns, from a five- to six-figure budget, and its volunteer ranks doubled.
Rest Easy: Mortgage Banking Amid Tumult
With the financial crisis in full swing, a long-time banking client was hoping to boost customer confidence with a message of strength. Primary Capital Mortgage’s ad would appear online and in trade press. I wrote a headline with a twist on the familiar phrase “hanging on by a thread”; the body copy stressed staying power. Of course, a single ad didn’t save PCM. The long-term, creative effort of many people meant that PCM survived the financial crisis, and even boasted a “Great Place to Work” ranking. I wrote for PCM during and after the tumult, including in 2016 when PCM hit a record $1.95 billion in originations, positioning itself for an enviable buyout in the next year.
Yes, Please: Corporate Naming
When the caller asks, “Would you name our new company?” the answer is (say it with me): “Why, yes!” This client asked for something simple, stately, unfussy. Given the real estate context, I explored classical motifs and landed on the colonnade, a series of columns leading to an architectural focus. With ancient colonnades still gracing Rome and Egypt, the image also suggested something lasting. The alliterative hard “c” added to a memorable sound, without being overwrought. A designer sampled a scroll detail for the logo, paired it with a traditional blue, and Colonnade Capital Group was off and running.
Staking Their Names On It: Cott & Lambert
Real estate services can be a little impersonal: phone trees galore. Two partners at a new firm wanted to offer boutique-level attention to stand out among competitors. Building a brand from scratch, I worked with a design team to place the two partners front and center. The headline, “When you hire Cott & Lambert, you get Cott & Lambert” stressed no-nonsense personal attention. After launching, the firm performed lease acquisitions or purchase/sale transactions in excess of 30 million square feet with clients ranging from Fortune 100 industries to local and regional entrepreneurs.
Policy Paper: All in the Details
An Iraqi institute had completed a lengthy report with multiple authors, hundreds of footnotes, and an earnest message on the topic of displaced people. The client needed a comprehensive edit prior to a launch event for a range of government stakeholders. I edited for structure, clarity, word choice, flow, and consistent Arabic treatment. I formatted and verified citations, checked translation where appropriate, and recommended infographics to improve reader comprehension.
Below are some samples from that piece. (Full report available, along with another report in a quarterly series for which I was also contracted.)
Jennifer has worked with us on a number of reports, all of which require attention to a lot of terminology and references specific to our region of operation (the Middle East). I can say without hesitation that she has become an essential contributor to our work. She’s very rigorous and adjusts her approach according to the needs of the different foundations and funders that support our research. I’ve recommended her to other clients and they have also come away satisfied.
Mac Skelton
Executive Director, Institute of Regional and International Studies, American University of Iraq-Sulaimani (AUIS)Major Donors, Big ($10M) Wins
Emory University’s Goizueta Business School undertook a major donor campaign after a top-to-bottom rebranding of the institution. Staff members delivered gifts to 50 prospective donors: a handcrafted wooden box that nestled a glass sculpture. I wrote the brochure, making the case for the capital campaign. Elements featured a chambered nautilus motif to symbolize potential growth. In the appeal: “We will never expand just to be bigger. We will only expand — carefully, discerningly, wisely — to be better.” The campaign exceeded its fundraising goal of $10 million.
Not Your Grandpa’s Business School
The new dean at Emory University’s Goizueta Business School resolved to level-up rankings with an inviting, modern, dynamic rebranding. The re-boot would take a fresh turn among staid competitors. With a dynamite team, I crafted messaging that carved out a light-and-bright brand to position for growth. Results? The next year saw MBA applications up by 11%, and enrollment up by 16% (even with increased selectivity). Full-time MBA now ranks #25, part-time MBA #13, and Executive Education #8.
Here’s a sample of my work on the campaign:
