Marketing & Communications Manager
LED Roadway Lighting Ltd. is a Canadian-owned and operated clean technology company that designs and manufactures energy efficient LED streetlights and adaptive control solutions.
As Marketing and Communications Manager, I was responsible for delivering all marketing and communications initiatives including creative communications, brand management, information design, and product photography. I developed and implemented departmental workflow processes, digital image libraries, archiving practices, and a review process for all materials created in the marketing department. As department head, I managed and directed one designer and collaborated on new product development projects with interdepartmental teams in the areas of r&d, manufacturing, and sales. In the capacity of brand management, I was responsible for the creation of new product identities, product positioning, messaging, strategy, and implementation. Initiated the creation of a brand book and developed standardized brand guidelines for implementation on a company-wide scale. As writer, I provided content for press releases, social media, marketing collateral, sales presentations, and implemented a newsletter to employees an external business partners to stay informed about the organization. On the administrative side, I managed the marketing budget and forecasted costs for planned projects in the upcoming year. I also acted as liaison with a web developer, external translators, photographers, and print suppliers. Fielded incoming calls from reps, publishers, industry partners, and the media.
Developed corporate brand guidelines and implemented standardized templates for use by all departments on a company-wide scale. The brand book included previews of all marketing and communications collateral including stationary, product identities, website, technical documents, presentations, social media, corporate clothing, advertising, and trade show assets. Managed the company's branding and ensured that the brand was represented appropriately by international business partners and industry organizations. The comprehensive 54-page brand book was available for all employees to download and reference on the company intranet system.
Product Identities & Positioning
Developed new product identities and defined product positioning including taglines, keywords, and product statements.
NXT Series: Designed with the Future in Mind (Performance, Reliability, & Upgradeability)
NXT-Lite Series: Utility Friendly Design (Performance, Reliability, & Value)
Satellite Series: Designed for 20 Years of Savings (Performance, Reliability, & Durability)
Lumen IQ: Controllers and CMS (Central Management System)
Tagline: Smart Street Lighting For Smart Cities
Keywords: Performance, Reliability, & Adaptability
Initiated the creation of an annual product catalog. Defined the content and overall creative direction, provided written content, and oversaw production and delivery. The 20-page product catalog was also translated in French and Spanish. Available in print format and electronic download from the company website (external audience) and intranet system (employees).
Designed a new website and managed content for three separate websites in English, French, and Spanish languages. Wrote content and managed updates to downloadable technical documents. Posted press releases and added new reps to our web database.
Produced the NXT-LITE-M product launch video which was filmed, edited, and mixed entirely in-house. I provided creative direction, musical direction, and written content. English, French, and Spanish versions were created for our You-Tube channel and for sharing on social media. Commissioned music was created by independent Ottawa-based musician Grinkel+.
LED Connect: E-Newsletter
Produced LED Connect, a bi-monthly e-newsletter, for distribution to internal employees and external reps & distributors. By consulting with our international sales team, I identified potential story ideas for inclusion in upcoming newsletters. Topics included international installations, employee news, trade show listings, new products, updates to product documentation, and new rep listings. I maintained various mailing lists for newsletter distribution and monitored recipient activity. Also provided sales, r&d, and manufacturing departments with weekly updates on product documentation. Increased communication and interaction with employees and external partners.
Developed various topics for our social media channels including international installations, trade show announcements, career postings, product features, and Designed in Canada messaging. Social media messaging was also translated to French and Spanish languages. Integrated and created new social media channels for cross promotion via Twitter, Facebook, Linked-In, and Instagram. Utilized software to measure analytics and schedule content. Increased social media presence and online engagement three-fold. Encouraged employees to share and comment on social media and connected online with various business partners and industry organizations.
Oversaw and managed our international trade show presence and process. Provided content and creative direction for the creation of trade show collateral. Developed a cataloging system for ordering and keeping track of off-site trade show inventory. Provided recommended set-ups and layouts for trade show attendees. Aided international business partners with the creation of new trade show collateral and ensured that our brand guidelines were being adhered to. Promoted company and partner trade shows via social media.
Developed a series of product sales presentations. Defined and wrote content while providing creative direction for the development of all presentations. Product presentations were available in French and Spanish languages and were available for digital download from our intranet system (employees and business partners). Ensured overall consistency of verbiage between all communications pieces produced in the marketing department (product catalog, website, newsletters, technical documents, & presentations).
Provided creative direction for the development of a series of branded sales proposal covers and templates. The end result was standardized text formatting and professionally branded covers which greatly improved the impression of outgoing RFP documents from the sales team to potential customers.
Defined and selected international installation locations for case study development. Hired and provided creative direction to contract photographers. Wrote content and provided creative direction for the development of a series of product and application specific case studies available in three languages (English, French, and Spanish). Case studies were available for digital download from our website (external audience) and intranet (employees).
Created and managed a wide range of technical support documents including product specification sheets, fillable order guides, installation instructions, troubleshooting guides, and customer service forms. Acted as communication liaison with the r&d department to collect technical information and implement updates to various product specifications. All documents were created in three languages (English, French, and Spanish) and were available for download from our website (external audience) and intranet system (employees).
Set-up a small photography studio at corporate headquarters. Produced a wide range of product photography for use in marketing materials. Established organizational structure and file naming standards for digital files. Managed large image libraries of low-res and high-res images. Images were also available for download on our intranet system (employees) and made available to partners, reps, and distributors. Large printed images of our award-winning products were on display at headquarters.
Determined suitable local photography installations and provided installation photography. Worked with installation crews in the field. Images were utilized in marketing collateral and case studies. Large printed images of our international installations were on display at headquarters.