Capabilities
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Capabilities presentation
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A short teaser of some of the projects I've worked on over the past 10 years.
Transcript of Capabilities
Capabilities presentation
Hello!
I’m Katie Riddle,a client relationship manager and communications strategistwith more than 10 years of communications experience.
I work with international clients to enhance their brands by translating complex ideas into simple, powerful brand messages.
My specialties are:Multi-channel communications planning Web content strategyEditorial leadershipResearchChange management
Industry experienceHealthcareConsumer electronicsLightingAutomotive
B2B and B2C
History
My most recent position was with Brain Traffic, a small web content strategy firm. I consulted with Merck on a global physician website and with McKesson to re-architect McKesson.com’s Pharmacy section.
Prior to that, I worked for Philips Design, an in-house agency serving Philips Electronics, as well as select external clients. I was with Philips for over 6 years and had a variety of roles, including account management, brand communications and content strategy. I was a valued member of the team for my flexibility, cross-disciplinary abilities, quick wit and, perhaps most importantly, my relationship-building and consultancy skills.
Some of my career achievements:
• Defined the content strategy offering for Philips Design North America
• Led the content research and reorganization for McKesson.com/Pharmacy
• Collaborated with CMOs and VPs as a founding member of Philips North American Marketing Council
• Managed the design of the Philips Lounge at the Sundance Film Festival
• Co-developed all Philips communication materials for the Sheryl Crow / Stop Global Warming tour
What can I do for you?
Communication strategyCreate and evolve brand messaging Translate messaging into relevant
communications across all touch points for all audiences
Evaluate and understand audiences, as well as how, what, where and when we communicate
Bridge the gap between print/pack design and internet design
Naming
ConsultingPartner with clients to grow their
brandsBecome an instrumental part of
client business planningCreate added-value proposals
ResearchUser research protocols, interviews and
analysisBest practices and competitive infoDesk research
Content strategy Content matricesContent auditsGap analysesSite auditsContent guidelines, standards and briefsContent requirements and business rules
Sample Projects
Rebranding projectHealthcare Communications program
Established brand messaging; determined the applicable touch points, markets and audiences; and translated the messaging to create an identity system
Consulted with the client to determine appropriate audiences, voice and measures for success
Created and revised content plan for the brand communications website
Created copy for the brand communications website, presentations and collateral materials
Edited brand communications presentations and workshop materials
Brand Integration web projectPhilips Home Healthcare website integration
Consulted with the client to integrate four acquisitions into the Philips brand
Conducted B2B and B2C user research to gain insight into user needs and behaviors
Analyzed the results of the user interviews to form the basis for concepts
Created a mid-level content matrix to assess desired content types
Created a gap analysis to determine differences between current content and user needs
Created language standards across brands to unify new site
Validated organizational concepts against content needs
Content Strategy web projectMcKesson product and category pages
Consulted with the client to redesign the content and templates for all McKesson.com product and product category pages
Conducted B2B research to gain insight into user needs and behaviors
Analyzed the results of the stakeholder interviews to form the basis for concepts
Created a gap analysis to determine differences between current content and user needs
Created content standards to unify the site
Validated organizational concepts against content needs
Environmental Design projects
Consulted with clients to create innovative, brand-enhancing trade shows and exhibits.
Led teams of designers and project managers to produce successful implementations of the client’s vision.
Monitored project and yearly financials and timelines to deliver on time and on budget.
Print and Pack Design projects
Partnered with clients to develop innovative, successful print and packaging identity systems
Led teams of designers and project managers to produce multi-lingual global packs
Monitored project and yearly financials and timelines to deliver on time and on budget.
