Greg Stielstra's Portfolio



Strategy

Healthways launched its Bluezones Project in the Beach Cities of Southern California, positioning it as a "well-being improvement opportunity." But, after six months of aggressive marketing, only 900 people signed up to participate.  Before launching it in Iowa, I re-positioned it as a competition among communities where participation was an opportunity to "help your town win."  By replacing an unfamiliar concept (well-being improvement) with an existing emotion (civic pride) participation increased to 117,000 in six months.  Read more about the plan. The BlueZones Project Marketing

Content Marketing/Lead Generation

I created a content marketing, lead generation program for Healthcare Bluebook that exceeded goal by 10X at a cost-per-lead 38 percent lower than the industry average for healthcare.  Take a look at this pdf to see what I did.  Content Marketing - Lead Gen.pdf

New Product Launch

Bob Garfield of National Public Radio and Ad Age magazine and I partnered to publish and promote his book The Chaos Scenario.  I won the Best Book Marketing Award from the Independent Publishers Association for my plan.  Chaos Scenario Plan

Resourcefulness/Trade Show

In business things rarely go according to plan, and so it's important to be flexible, resourceful and creative.  When I was asked to promote The Purpose Driven Life at the American Booksellers Association convention just weeks before the show--and after ALL of the traditional advertising opportunities were taken--I still found a way.  In fact, my alternative approach was the talk of the show.  Watch the video to learn what I did.


Campaigns

Healthcare Engagement Campaign 

To improve use of Healthcare Bluebook's member engagement marketing campaigns, we tied them to seasons and holidays. Utilization increased 22 percent. Seasonal Engagement Campaigns





Trade Advertising

Zondervan was a leading publisher, but most bookstores didn't know it.  This trade advertising campaign changed all that and won Zondervan the recognition it deserved. Trade Ad Campaign



Pro Bono Campaign

When GraceWorks held a concert fundraiser, I helped them promote it with social media posts, posters, bagstuffers and more.  With no budget, but plenty of creativity, I made sure the event would succeed.  GraceWorks Comfort Concert Campaign

Multi-Media

Multi-media is increasingly important to marketing. On social media, video content is more likely to be watched, shared and to generate positive ROI. Audio production is important too. 42 million Americans listen to a podcast weekly and that number is growing at 11% per year. My broadcasting degree and multi-media experience equipped me with important multi-media skills.  Greg's Multi-Media Work

Communicator

Marketing requires solid communications skills. Successful marketing executives can write, present and serve as media spokespeople. I can do all three.




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