Hi, I'm Heather Vaughn, a Marketing Leader from Milwaukee.

Change Management Communication Strategy

At CI Design, a B2B apparel provider sought our help in developing a strategic communication plan to include in an RFP to manage an airline's uniform program. They wanted to go above and beyond in their response and "wow" the airline, so they asked for a creative theme. The goal was to help employees feel valued, heard, and excited while building trust and momentum through the transition. 

Content Repurposing & Lead Generation Strategy

Using a methodology called "COPE" - Create Once, Publish Everywhere, I worked with CI Design's client Ampersand on repurposing a high-performing blog into a comprehensive lead magnet called "How to Mitigate Concentration Risk." The asset was then used across multiple marketing channels, including paid and organic social campaigns, targeted lead generation emails, nurture sequences and the company newsletter.

Video: Dementia Capable Care Training - New and Transformed

I produced this video while at CPI for their updated dementia care training program. I worked with a videographer to plan the pre-production (what we sought to obtain), and worked with her onsite to capture interviews as well as b-roll. Once the shoot was complete, I put together a "paper edit," working with the video editor to get to a final polished version. The video was leveraged through multiple digital channels to create awareness and interest in the course.