Brand Video

Voices of Change

© Nicole Phillips | nicolejphillips.com

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 | nicolejphillips.com

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.


Social Media Content Strategy

Socializing Safety Campaign

College students’ social lives, academic trajectory and well-being were enormously impacted by the coronavirus pandemic. When planning for a safe return to campus, among the greatest concerns for Ohio University administration was student adherence to public health and safety guidelines.

Armed with my previous experience with alcohol and sexual health education, I led a cross-team collaboration to develop a variety of content across various channels with the goal of normalizing safety practices. I was deliberate in adding a bit of whimsy and humor that have proven successful with safe sex campaigns.

Content variations were used across all channels – in-person posters, banners, digital screens, student newspaper print edition and website advertisements, and of course, Instagram, Twitter, YouTube, and Facebook. What resulted was highest rates of engagement compared to other previously shared public health and safety direction, as well as some chatter across influencer channels and peer institutions about the cheekiness of the campaign. Our goal of garnering attention and generating peer-to-peer dialogue about the issues was achieved.

In addition to the one-liner attention grabbing content, we followed up with our email and social media audiences with student dialogue videos (both short- and long-form) that featured user-generated quality student zoom conversations about issues of health and safety on and off campus.

60-second version used on social media channels with a link to long-form video discussion below.

As many professionals experienced during the pandemic, this project was something I never thought I would do, but I feel a high level of satisfaction with the result. I was reminded of how quality work is achieved in a high pressure environment – with confidence in your team members and a level head – one step at a time.

Role call: Design by Nicole Lovins. Writing, video and art direction by Hailee Tavoian. Social media deployment by Alexandria Polanosky and Steph Fiorelli. Creative consultation by Kailee Slusser and Aaron Harden.


Personas Research

Personas Research

Elusive behaviors of transient customers frequently leave marketers and the businesses they serve scratching their heads. This is why business owners often stick to targeting marketing efforts toward the most engaged customer. After all, that is the personality type you know the best. In many industries 80% of sales come from 20% of your audience. For some, this is enough. But not for me.

graphic of a plant

I want to know how that momentary customer found us, what they thought of the product and their experience, and why they haven’t been back since. Through effective research and the establishment of audience personas, businesses can understand the complexities of their customer base, and expand their reach into secondary audiences, all while continuing to keep that 20% “in the tent” base happy.

The visuals below showcase one of six personas developed for the OHIO Alumni Association. In partnership with Ologie, our team conducted pioneering, robust, qualitative and quantitative research to section and articulate audience groups, as well as identify attitudinal and behavioral elaboration likelihood for each type.

graphic contains two figures with clothing, accessories and objects that suggest they are very busy, distracted, family-oriented, hard-working and highly engaged with technology.
Illustrations created in-house by Kyle Lindner

What resulted was a greater understanding about primary and secondary audiences, as well as actionable marketing and programatic formulas for more effective segmentation and measurable engagement.

Final deliverables for the project include six audience personas with robust trait analysis, key characteristics, statistics, lifestyle and online behavioral preferences, propensity for engagement and giving, and corresponding opportunities, roadblocks, sample engagement scenarios, journey mapping and conversion pipelines.

Three roadblocks include: limited time and attention, lack of focus, and busy lives.
Three opportunities include: short, scan-able content, in need of escape, and focus on family events.
Blank worksheet to fill in engagement scenarios include space to address persona's question, habit or goal, and another space to address answer, solution or support.

The project has been used to inform future strategy and brand evolution, and enables more deliberate content development with greater audience awareness.

From the experience I learned to collaborate effectively with agency partners, as neither of us had undertaken this type of project or something to this scale before. It is unique to be on the cusp of applying what you know to be marketing best practice to an industry like higher education.

It was a project that took a great deal of time and energy, and much of the work is unseen (as strategy work often is). I was fortunate to have such a professional, energetic team of creative professionals to work with, and in the end the visualization and final report made all the difference to administrative buy-in and support of our efforts.

Role call: Audience Research conducted by Ologie, Jennifer Bowie, Hailee Tavoian. Synthesis, Content Development and Segmentation Strategy by Hailee Tavoian, Kailee Slusser, Jennifer Bowie. Original Illustrations developed in-house by Kyle Lindner.

Illustration by Kyle Lindner