Brent Heard
Marketing Communications Professional
PROJECTS
The projects below are a small sample of those that I've conceived, created, directed, managed, wrote and/or made significant contributions to in the course of my work to achieve business goals.
Print Projects
POSTCARDS: IA&B Professional Development
Integrating direct mail when appropriate into my marketing campaigns, I developed relatively inexpensive postcards to communicate event specifics and brand messaging in a creative, tangible piece that stood out in the "in" box. Click below to view the postcard designed for an agency HR development event.
DIRECT MAIL: IA&B Conferences
Promoting multi-day conferences with expanded agendas, our team would envision a theme and I would then direct graphic artists in the production of self-mailing brochures or multi-page booklets. Click below to see the full brochure for IA&B's 2017 Futures Conference for young agents.
MARKETING COLLATERAL: IA&B Membership
I promoted association membership and non-dues-revenue generators through various pieces that utilized member testimonials to further the "IA&B for ME" brand. Created full line of marketing flyers used in personal sales outreach and direct mail campaigns. Click below to see the member benefits brochure.
Print Projects
Digital Projects
EMAIL MARKETING: IA&B Professional Training and Events
Developed marketing plans that included targeted HTML email to promote agent education, events and various products. Intriguing subject lines, concise and relevant messaging and effective landing pages contributed to the steady growth in attendance and revenue. Click images below to see full emails.
BLOG/E-NEWSLETTER WRITING/MARKETING: IA&B Agent Headlines
Leveraged IA&B's news blog and weekly e-newsletter for promotion of training courses and other revenue generating products and services. Served as editor of the weekly email blast when required and created IA&B digital ads when external paid ads were not sold.
WEBSITE CONTENT WRITING/MANAGEMENT: IA&B Website
In addition to creating this personal portfolio website, I worked closely with developers at Systems Alliance in 2013 to plan, create and subsequently manage the IA&B website (through Oct. 19, 2017). Content was curated and actively managed within their proprietary CMS system, Site Executive.
VIDEOGRAPHY: Trusted Choice Insurance Agent
Directed and shot most video for PR/marketing video relating the stories of an independent agent and his customer, a small business owner. Goal was to illustrate the genuine connection between agent and client.
VIDEO PRODUCTION: IA&B for ME!
Conceived, wrote, shot (location) and directed post production of this branding video for Insurance Agents & Brokers. The ojective was to illustrate how IA&B serves member agents using unscripted testimonials.
Campaign Planning
ONE-MONTH BRAND PROMOTION: HiDEF Lifestyle Sony Campaign
Conceived campaign, wrote copy and coordinated creative and social media team in the execution of a month-long promotion of selected Sony audio and video products.
ANNUAL MARKETING STRATEGY: IA&B Professional Training
Conceived, wrote and executed annual marketing plans based on needs determined by consultation with internal clients, market research, historic performance and budget limitations.
PR CAMPAIGN LAUNCH: Hypothetical Campaign to Address a Shortage of Volunteer Firefighters
Conceived and wrote a hypothetical plan for PEMA and the Office of the State Fire Commissioner to highlight the shortage of volunteer firefighters and support recruiting efforts.