Haywire is an on-site and remote computer support service of D&E Communications, serving residential and business customers in Central and Southeastern Pennsylvania. In October 2007 I was hired as the Marketing Specialist, my role was to handle the marketing budget and activities for this new service. I worked directly with the Director of Operations and Business to create this new start-up business from the ground up. I began by creating the Haywire brand, collateral, website, and began to implement a product launch in November.
I spent the next year developing and implementing marketing and advertising strategies to attain our business goals. By analyzing the success of each marketing effort and reacting to competition and customer feedback, I was able to target specific markets, create effective messaging, and choose the best media to maximize our return on investment. By the end of Haywire's first year in business we had nearly 1,000 new customers and the service was recognized by D&E Communications as a corporate goal for 2009.
Website
Designed, implemented and maintained the Haywire website using Adobe Dreamweaver, HTML, PHP, CSS
Responsible for copywriting and product positioning
Research and implemented website search engine optimization
Website was a successful tool for online lead generation
Internet Advertising
Designed, implemented a Google Adwords campaign for most popular computer support services
Research and implemented campaign ads and keywords
Designed landing page and copywriting for the google ads including a link to request service
Google Adwords is a successful way to get top page ranking and provide quality lead generation in a specific geographic location
Email Blasts
Designed banner for newsletter on left and HTML email on right
Responsible for copywriting and product positioning
E-Newsletter and Emails were sent to D&E Communications customer base introducing Haywire service and offering
The e-Newsletter and Email blasts were the most effective media for lead generation for Haywire
Tri fold Brochure
Designed brochure collateral using Adobe Photoshop, Illustrator and Indesign
Designed logo and branding used in the brochure
Responsible for copywriting and product positioning
Distributed brochures at all events, trade shows, presentations, office locations, and welcome kits
Press Release
Wrote copy for a press release including a quote approved by D&E Communications CEO, Jim Morozzi
Responsible to keep a list of news media, local chambers and technology contacts to sent press kits
Designed vehicle graphics and took photo for the Press Release
Designed Business Cards that were sent as part of the press kit
Press Releases proved to be a reliable media for lead generation
Magazine Article
Provided copy for Haywire article in our Breakthroughs Magazine that is distributed to business customers
Performed a phone interview with the Breakthroughs publisher to be quoted in article
Direct Marketing
Designed door hanger for target distribution to specific neighborhoods
Designed business mailer sent to small to medium sized businesses
Designed mailer targeted at new home owners in need of computer setup
Responsible for copywriting and product positioning for all Direct Mail
Direct Mailing was the second most effective media behind emails
TV Commercial
Designed TV commercial produced by CBS 21
Responsible for copywriting of script
Responsible for TV media choices and contract negotiation
TV provided awareness for the Haywire brand
Untitled Document
Brian led the marketing efforts in the launch of D&E’s Haywire Computer Support Service. With this hire, I got a real professional who brought a keen eye, superb graphics skills and a desire to make a difference!! He worked to understand business objectives, the market and our competition. Brian’s concern for our customer and their needs is unmatched. He balances the financial / business aspects with establishing great vendor relations
to get the best value and exposure
money can buy. Brian has created
an impressive "brand" in Haywire!!
I couldn’t be more proud of his
work and accomplishments; he
will go far in his field.
