creative strategy & content marketing
Previously focused on brand positioning, client journey mapping, and brand-led service design.
Barbara is a creative strategist who specializes in content marketing.
Previously focused on brand positioning, client journey mapping, and brand-led service design.
INTRODUCTION
Barbara has nearly a decade of marketing experience, both in-house and as a freelancer for small brands and social non-profits in the Midwest. Her fascination with people and their stories fuels her ability to design compelling narratives, enriching business strategies with context and depth.
PHILOSOPHY
If you want to motivate people toward action, you must invite them to imagine something different. That means telling stories that feel and sound unmistakably human.
PROCESS
She approaches her work with a profound respect for the creative process, valuing its role in bringing ideas to life. Over the years, she's refined her process, blending strategy and creativity. Here's a snapshot of her approach:
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In the project's initial phase, she focuses on understanding the audience and their needs and crafting a powerful strategy. This involves creating a blueprint that vividly illustrates the problem she aims to solve. The blueprint clarifies the audience, their priorities, the underlying human needs, goals, and the emotional essence of the campaign.
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Building on the foundation laid in the blueprint, she works to identify the project's cornerstone – the big idea. This crucial step aims to refine the message into a single, impactful point, ensuring that the essence of the campaign resonates profoundly.
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Choosing the most suitable medium is essential, and she meticulously identifies formats ideal for the specific audience. Whether leveraging social channels, utilizing TV, reaching out to local newspapers, or employing email and personal invitations, she tailors the approach to maximize impact.
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When delving into the design process, she starts by curating elements that embody the idea visually, aurally, and textually. This comprehensive approach ensures that every aspect of the project feels distinctly human. She identifies design components that add context and depth through a brief narrative, enhancing the overall strategy.
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Equipped with a well-crafted strategy and carefully integrated design elements, she delivers a compelling project. This final step is the culmination of a meticulous process, ensuring that the result resonates effectively with the audience and achieves the desired impact.
“As a content marketer, Barbara skillfully translated complex mental health insights into impactful strategies and flawlessly executed key marketing and fundraising campaigns. Her pivotal role in refining the organization's brand positioning set Courageous Healing apart, catalyzing a new narrative in the field.”
— Raven Morton, Licensed Therapist
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