Thought Leadership Branding for Health and Wellness Leaders & Brands
CASE STUDIES
URBAN CONVERSION
Emmy Nominated Docu-Series airing nationally on PBS, Create TV, Amazon Prime and Internationally
Their Challenge: Husband and wife team unclear on how to reinvent their TV show and create a business
around it. They also had a challenge communicating their ideas with each other because both were going in different directions and communicated differently. They needed a clear direction and clarity on their brand focus and message--and learn how to communicate it.
How I helped: I began working with this husband-and-wife team, helping them find their focus, direction, clarity, and purpose for their TV show and personal paths 12 months before filming began. I helped both of them clarify their brand "message" and purpose.
I worked with them on idea and creative development to determine the direction of their TV show project--so it included both of their visions and voices. I coached them on their communication skills to help them communicate more effectively with each other and share their TV show message with clarity. The hosts decided their new "life" and "show" direction would be to buy a farm in the city and use season 3 to document the house remodel and turn the land into a working flower farm. I became a creative producer on the show and helped the series producer, director, and hosts to research and develop the new look, feel, and direction of the new season. I also helped develop episode ideas, location scouting, storylines, and securing guests. I also focused on gaining corporate sponsors for the project. This meant creating copy and design for sponsorship decks and kits to market the show to potential sponsors. The new season focused on the hosts buying a farm and remodeling the house -- the corporate sponsors provided products for the new home, and the sponsors also appeared as guests on the series. I coordinated getting the sponsors, writing up contracts, and negotiating the contracts. I also managed the sponsor's involvement, which included working with their teams & PR firms, procuring their products, coordinating the installation of products with tradespeople, and coordinating the filming schedule & film shoot of the sponsor's show segment.
Results: The 3rd season I worked on earned an Emmy nomination and won 14 Telly awards. The show reached millions of people worldwide on TV, streaming, and through our sponsors' audiences. I gained major corporate sponsors who provided financial support and products to support their project. The hosts now have a successful flower business based on their farm and reach thousands on their new platforms every day. *One of the episodes Shari was a producer on was nominated for an Emmy.
*WATCH SERIES EXTENDED TRAILER BELOW
PROJECT SANCTUARY (Non-Profit)
Military Family Outdoor Retreats and Education--supporting their health and well-being
Their Challenge: An outdated brand message, low social media engagement and no national media attention. The brand had scattered messaging and lacked a cohesive message. Their team and board also lacked the ability to communicate the brand's message in the same way. In order to grow they needed stronger messaging and show their people how to deliver it.
How I helped: I led the rebranding efforts of the non-profit's messaging and website rebrand. I developed strategy and led top leadership and board members on how to focus on their own personal brands and thought-leadership to help grow the whole brand. I created copy for the new website, newsletter, blog, social media, fundraising campaigns, public relations, and grants. I also developed and implemented a public relations strategy. Worked with staff and board to get their communication to align with new brand messaging and gave them communications, media, and social media training.
Results: With the now clear and understandable messaging at "all" touchpoints, this non-profit went from fundraising $400k a year to now nearly $1.5million and growing. They gained national media attention in print, TV and online, gaining millions of impressions. projectsanctuary.us
COLORADO TIME SYSTEMS (CTS):
Sports Technology Company
Their Challenge: A mid-market outdated international brand with very little national and international public relations and unclear brand messaging. They were a "silent" leader in their market. CTS was born in the Test and Measurement division of Hewlett-Packard (HP). Its communications and messaging were dry, cold, and lacked engagement.
How I helped: I led their rebranding by helping them clarify their engaging brand messaging and reboot their brand and website, which shifted their focus to "storytelling", highlighting the people they serve and how they use the company's technology rather than just their technology. I worked with executives to focus on their own intellectual property and personal branding to support the corporate brand. I also created content with a new narrative and voice for marketiand public relations. I helped refine their branding and brand messaging. I helped in the creative re-branding, vision, look & feel, planning and messaging voice of their new website. I secured media coverage on TV, public radio, local print, business magazines, international print, and trade feature articles for the Olympics. Worked with the swimming's international governing body (FINA) and the Pan American Games to gain international media. I also helped develop print materials for their marketing and sales divisions. I also led the development of special film projects with Olympic coaches to elevate their person brand.
Results: After clarifying and aligning their brand messaging across all touchpoints, they began expanding into new markets, secured contracts with international swimming competitions, and increased revenue by 30%. The international publicity they gained while working with Shari for two years attracted more global customers and eventual buyers of the company--which was their long-term goal. coloradotime.com
DR. SEARS WELLNESS INSTITUTE
Health and Wellness Education
Their Challenge: A struggling education & training start-up with unclear brand messaging and a lack of direction.
How I helped: I was hired by this start-up wellness educational company and New York Times best-selling authors to increase awareness, create educational content for their coaches, and attract more people to their online and live trainings through improved messaging. I created new brand messaging, content & creative direction for their new website, educational content for their health coach support materials, and marketing. I provided creative idea development, competitive research, educational-based marketing, and educational program development. I also worked with leadership to elevate their intellectual property and personal branding to better communicate their brand message and teach their programs — in addition to training them in communication skills.
Results: Their first live training after starting to work with Shari was double their typical attendance. Building on the strategic plans and foundations Shari helped them with, they have grown into a global network of health coaches and a resource for families. They have more than doubled their online education & certification programs, helping over 90,000 coaches. They were recently bought by a multi-million dollar training company ACE. drsearswellnessinstitute.org