WEBSITE DESIGN
Cima has aggressive growth goals and needs a website that reflects their future vision. As the art director on this project I led a team of web developers and a content creator through strategy and implementation. I kicked off the project with clear goals, a customer journey map, site map, and wire framing. Then led meetings, twice a week, to guide development and content direction.
VIDEO PRODUCTION
In tandem with a Multimedia Content Creator, we established in-house video production with a process that is effective and efficient. Together, we produce a bi-weekly ‘Tip for Today’ series that gives Cima’s in-house subject matter experts a platform to share thought leadership. We also collaborate on project and program case studies that uncover untold storylines. My role is to direct strategy and messaging.
BRAND STORYTELLING
There is an undeniable magic in recording a video that includes many team members to introduce a brand. It’s a moment when the collective energy and enthusiasm of the team shine through, leaving a lasting impression on viewers. By featuring diverse voices and personalities, a video like this showcases the human side of the brand, fostering authenticity and relatability. It allows team members to share their unique perspectives, passion, and expertise, creating a powerful connection with the audience. This collaborative approach not only introduces the brand but also demonstrates a unified front, highlighting the strength and camaraderie within the team.
STAKEHOLDER ALIGNMENT
Ensuring effective communication of marketing progress with all stakeholders is crucial for maintaining team alignment. This exchange of information serves to enhance targeting strategies and streamline the sales funnel, optimizing overall performance. I actively presented quarterly analytics to the executive team, providing valuable insights that informed and influenced key business decisions.
CASE STUDIES
When developing a relationship with a prospective client it is always important to educate, inspire and reassure them about how your product and services will improve their life. Curating images, videos and statistics I created (25) case studies showcasing our capabilities. Showcasing the challenges, solutions and results for each program, this resource informs and motivates potential clients supporting sales.
REBRAND
Managing a comprehensive rebrand was a transformative process that involved crafting a compelling mission statement, designing a dynamic logo, defining core company values, and refining value propositions. Through meticulous planning and collaboration, we successfully revitalized our brand identity, aligning it with our vision for the future. This rebrand not only redefined our market position but also instilled a sense of purpose and pride among our team and resonated with our target audience, driving increased brand loyalty and business growth.
PERSONA DEVELOPMENT
I conducted focus groups and interviews, both internally and with customers, to get a better understanding of who purchases Cima’s products and services. We discovered core needs, pain points and decision influencers for each segmentation of the market. This information was then organized as individual personas and used to direct marketing strategy and messaging. As a result we have seen improved engagement success rates through an empathetic targeted approach.
CAMPAIGN CREATIVE
These campaigns were built to support business growth by aligning brand strategy with measurable performance. Grounded in audience insight and informed by data, each initiative was designed to increase engagement, improve conversion, and strengthen brand equity across channels. Creative execution served a clear purpose: driving impact while reinforcing long-term brand value.
VIRTUAL SHOWROOM
In the midst of the Co-VID 19 pandemic, Cima was developing and preparing to launch their first lighting products. At that time, in-person meetings could not happen, samples could not be sent to empty offices but we needed to deliver a memorable and engaging experience. We teamed up with a developer to create this interactive virtual showroom. My role was to pilot styling and the user interface.
PROPOSAL PRESENTATIONS
By presenting a well-crafted overview that showcases the brand identity and highlights key differentiators, we establish a strong first impression, build credibility, and differentiate ourselves from competitors in a crowded marketplace. Our thorough and compelling company overview deck not only conveys the company’s story and value proposition but also leaves a lasting impression, paving the way for meaningful connections, strategic partnerships, and ultimately, business growth.
WEBINAR
Is social distancing here to stay? Two months into lockdown we made predictions and broadcasted them to our community. We believed there would be an evolution of the utilitarian products on the market. We knew the social connection would be valued higher. We, also, foresaw opportunity to strengthen omni-channel experiences. Our team of (3) explored how these points could effect our audience.
SOCIAL CONTENT
By consistently sharing valuable content, industry insights, and updates, we stay at the forefront of our audience’s minds. This builds brand recognition and fosters strong relationships. A Top of Mind approach allows us to showcase our expertise, provide ongoing support, and cultivate a community where clients, potential clients, employees, and potential employees feel connected, informed, and inspired.
Stefanie Paszynin | Creative, Analytic, Strategic 