shell greenier: user experience & engagement strategist

| Strategic Market Development

01.00 The Challenge: Inc. 500 Company, Bridgevine Inc. was looking to optimize their collection of digital properties for their telecommunication, cable and satellite internet service provider partners. The abandonment rate was cut down and conversions increased an average of 6%.

| Strategic Market Development

01.01 Metric Driven User Interface Optimization: By utilizing quantitative data and user behavior, the interface framework was reworked to optimize behavioral targeting. Strategic copy with relevant calls for action was placed to create a more defined site path.

| Strategic Market Development

01.02 Mobile Marketing Solutions: A trend in mobile use was discovered while analyzing past metric data and then further explored. Mobile-friendly sites were developed for all brands as well as the Hispanic Marketing campaign properties.

| Strategic Market Development

01.03 Shopping Cart Optimization: Working with the lead developer for the shopping cart systems, we were able to optimize the API from our provider, Go2Broadband into a more experience optimized interface resulting in a lower cart abandonment rate.

| Metric Driven Brand Expansion

Launch the ATTSpecial.com Website >>

Status: Complete

Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Copywriting

Client: Bridgevine, Inc., Vero Beach, FL | Date: 2010

Design by: Radu Farcus, Dot Design Studio
Landing Page Development by: Radu Farcus, Dot Design Studio
Mobile Site Development by: David Morgan, Bridgevine, Inc.
Shopping Cart Development by: Chris Williams, Bridgevine, Inc.

| eCommerce UX Optimization

02.00 The Challenge: Inc 500 Company Bridgevine, Inc. needed to increase revenue from their recently launched online consumer electronics website.

This project was choosen as #91 in PCMagazine's Top 100 Websites of 2010.

| eCommerce UX Optimization

02.01 Product Merchandising & Niche Development: Keyword trends and qualitative feedback from social buying sites assisted in identify new opportunities in merchandising decisions, new niches and additional target markets for brand expansion and positioning.

| eCommerce UX Optimization

02.02 User Experience (UX) Optimization: The framework was adjusted to strengthen behavioral targeting. Dynamic Titles were added to the pages to assist in Search Engine Optimization and social media marketing.

| eCommerce UX Optimization

02.03 The Psychology of the Sale: Collaborative filtering recommenders, scarcity indicators, and elements of social collaborative buying were added to minimizing abandonment rates and to increase items per sale.

| eCommerce Optimization

Launch the PriceCheater.com Website >>

Status: Complete

Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Merchandising, Copywriting

Client: Bridgevine, Inc., Vero Beach, FL | Date: 2010

SEM Consulting by: Mario Monzon, Bridgvine, Inc.
Design by: Radu Farcus, Dot Design Studio
Development by: Ranjith Kumar, Bridgevine, Inc.

| Digital Product Monetization

03.00 The Challenge: Recruited by the Director of Technology for the E.W. Scripps Co. to work on the second phase of their JavaPlum.com product, a social style and event portal.

| Digital Product Monetization

03.01 Product Development & Monetization: Additional sections of the site, advertising and sponsorship opportunities were created to increase revenue streams.

| Digital Product Monetization

03.02 Digital Project Management: Worked closely with outside content providers and contractors on the development of an automated advertising backend in order to streamline the process and free up employee resources.

| Digital Product Monetization

03.03 Metric Driven Decision Process: Omniture's SiteCatalyst was utilized heavily in decisions concerning user exerience optimization of the interface and monetization efforts for phase two.

| Digital Product Monetization

Status: Complete

Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Design, Vendor Coordination, Site Maintenance & Updating

Client: E.W. Scripps Company, Fort Pierce, FL | Date: 2006

Development: Planet Discover

| Interactive Product Development

04.00 The Challenge: Fortune 500's E.W. Scripps Company recruited me to oversee the Introduction and Launch phases of the product lifecycle for their targeted niche digital and print products for the Treasure Coast.

| Interactive Product Development

04.01 Strategic Messaging & Creative: Utilized current reports, trends and qualitative evaluations of the “mommy” market niche to develop media products and campaigns both internally and for clients & their advertisers. Campaigns included interactive, print, experiential, and event based.

| Interactive Product Development

04.02 Social Web Application Development: Design and development of social network platform for local parenting media brand.

| Interactive Product Development

04.03 Experiential & Grassroots Marketing: Produced co-op experiential, grassroots and event based marketing campaigns, including a Holiday Event with a local electronics chain, grand opening celebrations, and increasing exposure for consumer product line Kate & Sara handbags leveraging the TreasureCoastMoms.com brand.

| Interactive Product Development

Status: Complete

Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Design & Development, Copywriting, Event Planner, Public Relations Coordinator

Clients
BCKidz/TCKidz: Shell Greenier | Date: 2007 - 2009
TreasureCoastMoms.com: E. W. Scripps Co., Knoxville, TN | Date: 2008

TreasureCoastMoms.com Designs By: Chad Schrader, Schrader & Associates

| Grassroots Community Building

05.00 The Challenge: Non-profit 7 Stages Theatre in the bohemian Little Five Points District of Atlanta, GA was seeing decline in patronage and show attendance.

| Grassroots Community Building

05.01 Rebranding Strategy: The brand, not reflecting of the avant-garde, boundary pushing productions the theatre was known for needed an overhaul. The new logo and identity was spread across their collateral and advertising pieces.

| Grassroots Community Building

05.02 Shifting Demographics: Events and marketing took on a grassroots element to reach the younger demographic of urban ATL in ways they were customary with.

| Grassroots Community Building

05.03 Network Leveraging: Strategic partnerships were formed with area artists, the theatre strengthened their programs aimed at aspiring thespians, continued their work with local co-ops and began integrating programs to reach other art fields like visual and music.

| Grassroots Community Building

Status: Complete

Role: Information Architecture, Marketing Research, Strategic Planning, Art Direction, Design & Development, Copywriting, Event Planner, Public Relations Coordinator

Client: 7 Stages Theatre, Atlanta, GA
Date: 2010

| Technical & Strategy Training

06.00 The Challenge: House of Prayer Lutheran Church in the Clear Lake City Area of Houston, TX needed a solution to their dwindling congregation.

| Technical & Strategy Training

06.01 Branding Strategy:Most material for the church was information based and lacked personality or any sort of brand. A brand strategy was created to create a USP and embrace the founding principles of the religion in a fresh light.

| Technical & Strategy Training

06.02 Steering Team Creation: A stearing team was created to spearhead the process of implementing the new strategies.

| Technical & Strategy Training

06.03 Staff Training: Church staff were trained on various technologies including the creation of a weekly email targeted to increase the internal communication amongst church members.

| Technical & Strategy Training

Status: In Progress (4/11)

Role: Marketing Research, Strategic Planning, Trainer, Designer, Copywriting

Client: House of Prayer Lutheran Church, Houston, TX

Date: 2011

| Cross Platform Media & Guerilla Marketing

07.00 The Challenge: Over the River & Thru the Woods, a children’s consignment shop in Sebastian, FL needed a cross platform marketing strategy and identity to help get it off the ground.

| Cross Platform Media & Guerilla Marketing

07.01 Cross Media Branding & Identity: A printer-friendly brand identity was created and utilized in POS signage, flyers, traditional identity collateral, newspaper advertisements, direct mailing pieces and more.

| Cross Platform Media & Guerilla Marketing

07.02 Social Network Marketing: Limited in its marketing efforts by local city ordinances and start-up budget, initial marketing efforts relied heavily on social networks to spread the word of the new shop and its events.

| Cross Platform Media & Guerilla Marketing

07.03 Multi-Cultural Print Campaign: The shop was well located to cater to the neighboring town’s largely Hispanic community, so marketing efforts were initiated to pursue this multi-cultural, bilingual niche.

| Cross Platform Media & Guerilla Marketing

Launch the Over The River & Thru the Woods Website >>

Status: Complete

Role: Marketing Research, Strategic Planning, Designer, Developer, Copywriting

Client: Over the River & Thru the Woods, Sebastian, FL

Date: 2009