Here’s a look at some of the marketing collateral I wrote, filmed, photographed, and designed for one client’s Linkedin
Tools: illustrator, figma, photoshop
Roles: marketing director, brand designer, writer, video producer, community manager
As brand & marketing director in an early-stage startup, you don’t just kick back and delegate. You do everything and that’s exactly how I like it. If I’m not getting to roll up my sleeves and design, I’m not a happy camper.
Rise8 is a software contractor in the defense space and I did a number of things to capitalize on their place in the industry including livestreams which were a lot of work to put together, and very rewarding. What’s more, hardly anyone in the domain is doing them so we got large crowds with our panels of A-players in defense.
At the center of every product or service is a bleeding, human pain point. I carry this truth into everything I do and so when I set about to elevate the conversation happening in our space, I turned to Linkedin. This is where defense contractors and military personnel go to talk about the pains of working inside one of the world’s largest bureaucracies.
But first, I turned to Reddit. Reddit proved to be a great place to listen to the users of the software we help our customers build. This is where I went to be anonymous and ask questions like “what’s the worst piece of software you have to use on a daily basis?”
I took insights like these to our most popular social channel: Linkedin. I created series like “No User Ever” and “Overheard at Rise8” to share these sentiments with our audience who were people well acquainted with the pains of being warfighters armed with horrible software.
On our Linkedin, I posted, I listened, and I tested. I tested all kinds of posts and time after time, the thing people engaged with the most were (no surprise, here) MEMES.
I credit our rapidly growing Linkedin audience to memes.
The most successful moment for us on social media was the med school interview meme. I caught this meme somewhere in observing our audience online and posted it with the caption “we call these transferable skills”.
For context, the screenshot is from a piece of software in the Air Force called AFFMS (Air Force Fitness Management System) and the waterfall of menus is so exhaustive that you have to have a very steady hand to make it to the end. Check it out 👇🏼
Well, Lauren Knausenberger, the CIO of the whole damn Air Force saw our post and got the software fixed. I will always use this as an example of why there’s a place for memes in any kind of business, even in B2B/G. We’re talking to people. And people are people wherever they are.
