“People do not buy goods and services. They buy relations, stories, and magic”
-Seth Godin, Marketing God
some fun projects
some fun projects
I’ve been fortunate to lead some pretty amazing initiatives throughout my career.
Here are a few of my favorites, with more en route.
Cozykin NYC Launch
HOW TO LAUNCH A NEW SERVICE IN NYC
OVERVIEW
An ambitious task: Launch a new child care service in the competitive New York City market. Despite limited manpower, a tiny budget, and stiff competition from established organizations, we achieved remarkable results… fast. Within the first three months, we generated over 1,000 qualified leads and coverage in the New York Times. In just six months, CozyKin became the largest infant child care provider in NYC.
STRATEGY
My approach centered around my marketing philosophy of prioritizing community, product, and content. It was critical that my team and I also drove urgency, exclusivity, and scarcity throughout our grassroots campaign, while also navigating the acute sensitivity and trust required to be successful in the child care space.
PLAN
Premium Partnerships
I forged strategic alliances with top-tier parenting brands like HATCH and UppaBaby, leveraging these industry-leading relationships across multiple activations including events, digital media, and product collaborations.
Growth Hacking FB Groups
I recruited and trained “CozyKin Mom Ambassadors” who were influential members of many local parenting Facebook Groups in NYC. This tactic quickly accounted for 30% of all qualified leads.
Exclusive Teaser Events
I organized a series of coveted mom-focused breakfasts featuring panels of influential working mothers hosted at prestigious venues like Tavern on the Green, resulting in high demand, waitlists, and a tsunami of word of mouth.
Game-Changing Press Coverage
We caught the attention of the New York Times and was featured in a story, along with my “Nanny Share for All” free-content initiative. We also received coverage in Forbes, Parenting.com, and Good Housekeeping, among others.
Impactful Social Media Presence
My digital strategy focused on producing authentic and beautiful short vertical videos featuring the joyful raw audio interactions between babies and nannies.
Other Notable Tactics
CozyKin Enrollment Event Series: Hosted our own events to directly engage and close prospective family clients.
Direct Mail & Outreach: Sent targeted mailers to thousands of NYC parents and conducted outreach to high-rise buildings.
Toll-Free Parental Support: Offered a dedicated free hotline to answer care or any other non-care related questions.
Event Sponsorships: Sponsored major events like the NY Baby Show, driving significant lead generation.
Comprehensive Paid Digital Campaign: Executed a well-rounded advertising strategy across search, social, SEO, and email.
Targeted Flyering: Distributed flyers in strategic locations frequented by parents.
Nanny Branding & WOM: Ensured nannies were outfitted in CozyKin attire and equipped with business cards during events and promotional activities.
Nanny Engagement at Partner Events: Provided our nannies as Mother's helpers at partner events for enhanced brand presence.
RESULTS
In just the first three months, I led to a surge in upper funnel activity, generating over 1,000 qualified leads.
Within six months, my efforts propelled CozyKin to become the largest infant child care provider in NYC.
Boasted a substantial customer base of families, while achieving a 3:1 LTV to CAC ratio.
LESSONS LEARNED
Enhanced Pre-Launch Hiring Strategy: A more proactive nanny hiring approach pre-launch could have better supported our rapid growth and market activities.
Proactive Customer Feedback Utilization: Establishing a stronger, earlier feedback loop with customers would have allowed for quicker and more effective service enhancements.
LightForce Product Launch
HOW TO LAUNCH A PRODUCT
OVERVIEW
I was the driving force behind a key product launch at LightForce, a 3D printing healthcare technology company. Despite limited resources, a naturally skeptical and busy audience, and a global pandemic, we achieved incredible results. 30% revenue growth QoQ and a flood of new qualified leads. Moreover, this success laid the groundwork for a $80MM Series-D funding, a mere five months later, setting the company up on a new, exciting trajectory.
STRATEGY
I implemented my marketing playbook, emphasizing community engagement, product-driven growth, and authentic content storytelling. A critical component of this strategy was tapping into my extensive freelancer network, which allowed us to produce exceptional work at a fraction of the usual cost.
PLAN
Internal Team Rally
I wanted to first rally the troops and so I kicked off this campaign with an internal rally, showcasing cross-department work and cohesive collaboration. This helped maintain our strong eNPS score even slightly increasing it over the next 2 cycles.
Early Access Live Customer Webinar
This exclusive Beta reveal not only deepened customer connections to the brand, but also saw roughly 72% of our customers engaging, empowering them to spread word-of-mouth excitement prior to the public launch.
Splashy Public Launch Live Keynote
Held a few weeks after the Customer Webinar, this public launch via a live broadcast across all social channels, media partners, and influencers garnered an impressive over 50K impressions, which is large given the niche market.
Content Toolkit for our Customer and Influencer Community
The public launch momentum continued with our network of customers and influencers, collectively generating 100K impressions, using a comprehensive library of content to amplify the announcement.
Content Toolkit for our Customer and Influencer Community
The public launch momentum continued with our network of customers and influencers, collectively generating 100K impressions, using a comprehensive library of content to amplify the announcement.
Unboxing Package for Customer & Influencers
We gifted and educated our consumer and influencer partners on how to do an “unboxing” for social. We generated over 30 videos, achieving a 90% activation rate.
Celebrity DJ Playlist for Customer & Influencers
As a part of our unboxing package, we also provide a unique in-person experience, with a fun, curated playlist. For just $500, we were able to create a viral element to further brand awareness and retention.
Investment in Premium Customer-Centric Content
Created high-quality video content and stunning, photo-realistic animations to visually captivate and inform our audience about the product. Highlighted real customer experiences and industry influencers in our campaign, bringing authenticity and relatability to our messaging.
Other Notable Tactics
3D Printed Selling Tools: I thought it would be cool to 3D print a replica of the new product that sits atop a futurist 3D printed base. These 3D models were so effective and cool that we immediately sold out and had to outsource manufacturing to reach scale.
Product Launch Landing Page: A landing page to further entertain, educate, and funnel prospective customers or existing customers to the right people.
Patient-Focused Digital Ads: Launched a targeted digital ad campaign featuring real patients, adding a human touch to our digital outreach.
Created a Limited Sales Package: Worked alongside the sales team to develop an attractive new sales pack, incentivizing larger purchases and boosting sales effectiveness.
Refreshed Sales Materials: Presentation materials, brochures, data package, and speaking points.
Product & Customer Photo Shoot: On a shoestring budget, we pulled off a unique and powerful photo shoot showcasing the product, patients, and customers, updating our visual assets.
RESULTS
30%+ quarter-over-quarter revenue growth and generated a significant influx of qualified leads.
This success was instrumental in securing an $80 million Series-D funding just five months later, propelling the company onto an exhilarating new path of growth and opportunity.
LESSONS LEARNED
Proactive Team Coordination & Metric Establishment: In retrospect, a more proactive approach in coordinating with cross-department stakeholders could have mitigated last-minute rushes. Establishing better measurement and success metrics across departments earlier would have fostered a culture of openness about improvements and allowed for more timely adjustments in our strategies.
Making Braces Cool
As a core asset for the product launch, this professionally crafted video was a result of leveraging my network of top animators and videographers, delivers high-impact visuals and compelling storytelling at a fraction of the usual cost.
