Brand Video

Voices of Change

© Nicole Phillips |

Nicole is a client I worked with prior to this project, so I was familiar with her speaking style, her story, and most importantly, her vision for a world where all human beings operated with more kindness. With the publication of her book, Nicole’s public speaking engagements began to become more frequent, and she brought me on board to help tell her story and capture some speaking samples for her to share with the National Speakers Association circuit.

“Working with Hailee was an enjoyable collaborative experience. Hailee listens, catches a vision quickly and works efficiently. I was so pleased with the product Hailee delivered that I ended up using her skills several more times and will continue to do so in the future.”

Nicole Phillips, owner of Kindness is Contagious, LLC

From my experience with this project I learned the value of a personable, colorful subject. Nicole’s personality shown brightly in person, so translating that to video was simply a matter of being at the ready as she engaged with people the way she always does – with love, sincerity and kindness – and capturing authentic connections.

Brand videos are not necessarily something you lead your messaging with, but it is content that should live on your site and will serve your audience when they come across it naturally.

© Nicole Phillips |

Role call: Storyboard, Production and Editing by Hailee Tavoian. Assistant production by Mallory Golski.

You can read more about Nicole’s breast cancer journey and watch the video series I produced for Ohio Today magazine by following the link below.

Retail Branding

Retail Brand Development

Online retail sales have exploded over the past decade, causing brands with primarily brick and mortar establishments to adapt in order to remain competitive. Our goal for The Bobcat Store was to conduct robust audience research to inform the development of a new logo, style guide and marketing strategy that balanced customer needs with store goals.

My small team analyzed website traffic, sales numbers, email response rates and social media engagement, and combed through peer and competitor online retail websites to complete a thematic analysis of existing brand overlap and niche insights. Using the existing data as a benchmark, we then collected audience feedback through a combination of in-depth interviews and customer surveys. Questions focused mainly on consumer behaviors, website functionality, website personality, and purchasing preferences.

Armed with the meaningful audience research conducted during discovery, my art director and I set to work developing The Bobcat Store Audience Research and Analysis Report, which contained all data collected, as well as a comprehensive thematic analysis and specific, actionable strategies for the new brand.

In addition to the final report, deliverables included a new logo, style guide, website with new product photography and content on every page, brand positioning statement and adjectives, and design templates for email, social media, print advertising, and packaging.

Role call: Audience research, analysis, strategy and brand development by Hailee Tavoian and Kailee Slusser. Visual brand, logo, photography and web design by Kailee Slusser. Website build by Neil Mohr. Brand deployment by Kate Robey, Michele Frick and Kyle Lindner.

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Social Media Consolidation

Social Media Consolidation

Communication fatigue is a real challenge for anyone aiming to connect with college students. My team undertook an 18-month project to measure online engagement across all student affairs social channels in order to effectively streamline and strategize future messaging.

pie chart detailing social media engagement by topic, such as career, involvement, services, parents, recreation, etc.
Graphic above demonstrates social media engagement over a one year period segmented by channel subject matter.

Discovery included a situational analysis of social media channels, metrics, audiences and generational uses of each platform. My team reviewed university, division and individual departmental priorities, as well as peer institution channels. Through longitudinal social listening and thematic analysis of the available data, we developed a consolidation strategy and implementation plan to reduce 72 channels down to a strong thirteen.

Each remaining channel was provided a brand positioning statement and adjectives, and design templates for stories, posts and advertising.

Students looking at phones

This project reminded me of the importance of patience during a hard slog. This type of work is often skimmed over, fast-tracked by skipping important steps, or improperly documented for the sake of time, ego or lack of by-in from leadership given the resources it requires to do it right.

I was very fortunate to have a solid team running day-to-day social logistics in addition to my strategy and analytics crew. Both are essential to properly assessing the space you want to occupy and measuring a channel’s potential for growth. Assessment takes time and resources, but it is well worth it if you hope to establish a following with any kind of longevity.

Role call: Audience research, analysis, and consolidation strategy by Steph Fiorelli, Amanda Moline and Hailee Tavoian. Student social media interns: Haley Bender, Hannah Browsky, Allan Dalton, Sami Morsink, Anna Wise.

Consolidation Outline

PlatformConsolidated ChannelsNew HandleMessaging
Instagram@ou_imsports, @ou_aquatics, @ou_campusrec, @ou_outdoor, @ou_WalterFH, @ou_birdarena, @ou_pingcenter, @ou_gtc, @ou_pingfitness, @ou_clubsports@BobcatWellBeingMental, physical, emotional and social well-being resources, stories and programs
Instagram@bobcat_depot, @thehungrycatou, @OUDining, @bobcats_helping_bobcats@OHIOFood_Campus dining features, employee stories, quick and easy recipes, and nutrition tips
Instagram@margaretboydscholars, @oueventservices, @cldc_careercloset, @ohiostuaffairs@OHIOStudentLifeCampus culture, involvement, respect, health, safety and university programs
Instagram@ohiou_housing@OHIOHousingOn-campus living, updates and resident events
Instagram@ougreeklife@OHIOGreekLifeSorority and Fraternity Life recruitment and community programs
Twitter@OHIOStuAffairs, @OHIOFoodPantry, @OhioParents, @boydscholars, @oueventservices, @BobcatDepot, @OHIOCLDC, @OU_CommServ, @OUSAP, @OHIOCSSR, @OUDining@OHIOStudentLifeCampus culture, involvement, respect, health, safety, student and university events
Twitter@OU_involvement, @OhioGreekLife, @ouperformingart@OHIOInvolvementStudent organization involvement and programming
Twitter@OU_IMsports, @OU_PingFitness, @OU_WalterFH, @OU_CampusRec, @OU_outdoor, @OU_BirdArena, @OU_Aquatics, @OU_ClubSports, @OU_PingCenter, @OU_gtc@OHIOCampusRecFitness, club sports, outdoor recreation and facility updates and events
Twitter@ohiou_housing@OHIO_HousingOn-campus living, updates and resident events
Twitter@CPS_OHIO@OHIO_CounselingMental health resources and programs
FacebookParent & Family Programs, Career Center, Bobcat Depot, Culinary Services, Dean of Students, Event Services, Margaret Boyd Scholars Program, Student AffairsOHIO Bobcat FamiliesUniversity updates for parents and families across all categories
FacebookGolf & Tennis Center, Intramural Sports, Aquatic Center, Outdoor Pursuits, Ping Center, Campus Recreation, Bird Arena, Fieldhouse, Fitness, Club SportsOHIO Campus RecreationFitness, club sports, outdoor recreation and facility updates and events
The table above outlines the consolidation breakdown by platform, original handle, new handle and messaging strategy for target audiences.

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