Portfolio

Marketing Portfolio | Brian Keller

• A strategist, able to use customer insights, analytics, SEO, and up-to-date tools and channels to meet and exceed goals
• A project manager, able to implement multiple campaigns simultaneously due to excellent organization and time management skills
• A communicator, able to collaborate with different departments and different levels of professionals
• A hands-on copywriter, editor, and graphic designer

Integrated Content Strategy
and SME Collaboration

I created the concept for this blog post, then reached out to Subject Matter Experts (SMEs), worked with them to polish their pieces, edited everything, and wrote the introduction and conclusion. I designed this post to support a larger integrated marketing strategy, which I had already developed for Fredrickson Learning (and it included blog posts, social media posts, and newsletter articles). This ended up being one of Fredrickson’s most read and engaged-with posts of 2019.

Video: Research, Storyboarding, and Scriptwriting

I interviewed SMEs, created the storyboard, and wrote the voiceover for this Morton Salt video. It appears on product pages, Morton Salt’s water softener website, and it may appear in a Menards’ commercial.
​
The challenge: Explain a complex product-pairing to consumers to drive sales. 

Writing (long-form)

I was hired at HealthPartners after submitting this blog post draft in July of 2019. My objective was to incorporate TRIA, their Orthopedic Urgent Care facility, into a playground safety checklist for parents. I wrote this in one evening.

Integrated Content Strategy
and Paid Ads

I led a team of content, social media, and analytics experts on two paid ad campaigns at HealthPartners (which included Facebook and their internal- and external-facing blog). After a Physician’s Assistant approached us, I looked at data from similar campaigns and advocated to tell this story. The campaign became so popular that three departments asked to be involved and the budget tripled without my request. Further, this was the fifth most-shared Facebook post on HealthPartners’ busy page in 2019.  

Website:
Writing, Layout, Icons

I wrote six Client Success Stories for Fredrickson Learning after interviewing internal SMEs. I also chose all the icons and created the individual story layouts in WordPress.

Website:
Headers, Design, Imagery

As a freelancer, I wrote the main header, the Our Services paragraph, and some of the other sections of this new website from scratch — crafting messaging and selecting imagery to align with the brand. On a tight deadline, I wrote, designed the layout for, and chose imagery for the site in less than a week. (The design/layout was created for desktop only.)

Conference Booth Poster

Fredrickson Learning asked me to find a way to drive people to their booth for mini strategy sessions. So, I came up with, and wrote, this. The poster markedly increased the number of attendees who visited Fredrickson’s booth during an industry conference.

PowerPoint on SEO

While at Fredrickson, leadership asked me to create a 2019 content marketing strategy. I wanted to add Search Engine Optimization (SEO), but I failed to receive permission during previous years. So, I created a short presentation. *Note* All sensitive information has been changed.

Owned Media

I was in charge of the strategy, writing, and visual direction for these owned media social posts on Facebook, LinkedIn, and Twitter.

Earned Media

In this example, ABRA shared Fredrickson’s post on Twitter, effectively promoting Fredrickson to ABRA’s 1,480 followers. I intentionally designed the post to add value to both audiences, and I positioned both companies as experts. 

(Click the image to enlarge.)

Storyboarding, Scriptwriting, and Whiteboard Animation

I wrote the script for this promotional video after conceptualizing it with management and video developers.
​
The challenge: Explain Fredrickson Learning’s new, in-person community to viewers and ask them to join us in a short whiteboard animation video. 

Event Marketing and Management

While at Fredrickson Learning, I ran the marketing and logistics of roughly fifteen events per year, including their largest event of the year, the Summit (see video). Marketing included everything from digital (emails, newsletters, videos, and social media posts) to print (posters, flyers, and programs). Although I wasn’t in charge of this video, I used it on all of Fredrickson’s social channels, on their website, and in their newsletter.

Copywriting: Magazine & Billboard Ads

My Asics ads were nationally published in magazines, on billboards, and on the Asics website. The campaign was created by an outside firm, and focused on inspirational word equations.

1st Place Winner – National Student Advertising Competition

152 teams competed in the National Student Advertising Competition. This slide is from our campaign book, and illistrates one commercial I helped create (we wrote and shot two). Coca-Cola Group Marketing Director, Rick Zuroweste, said “We could air those tomorrow.”

(Click the image to see the storyboard.)

Kerry Fager
Sr. Digital Marketer
FindLaw, part of Thomson Reuters
April 2020

In the short time that Brian and I worked together, I had exposure to a lot of projects assigned to him, and the quality of his work was top-notch. He has a strong attention to detail and is very thorough. He continually seeks to do the right thing for clients and is very diligent. I expect Brian to be very effective in similar roles, and I would be thrilled to work with him again.

Deirdre MacBean
Sr. Marketing Communications Strategist – Commercial Business Development
HealthPartners
November 2019

Brian and I worked together when he helped me as we began the process of defining a content strategy. During the brainstorming process, I greatly appreciated his ability to listen and truly understand. Only then did he begin making suggestions — all of which were insightful and founded on experience about what he’s seen work in his own leadership of a blog for a B2B audience. I’ve found him to be an enthusiastic, innovative and reliable collaborator with a passion for getting messages over in the clearest most engaging ways to drive action. He’d be a great addition to any content team. 

Molly Hendricks
Account Manager
Fredrickson Learning
July 2019

Brian and I worked together for almost three years. We collaborated primarily on content for blogs and social media, with him taking the lead most of the time, being the driver re: tone and schedule. His part was bigger-picture and mine was the finer, prickly details. He always had great ideas about how to approach these sometimes-complicated ventures with many moving parts, and got the job done really efficiently. Not only is his creativity a huge asset, but his sense of humor, his wit, and his worldly view all add so much not only to the content but to working alongside him. Highly recommend!!

Joann Lynch
President
Professional Association for Computer Trainers (PACT)

I have had the privilege to work with Brian in a variety of situations as both his lead and peer. He is someone I would want to partner with on any project.

Brian is passionate about ensuring he targets project goals and meets them. He’s not afraid to be a little scrappy and try something that hasn’t been done, and his wit (fun/clever) make every project a joy to collaborate with him on. I have often witnessed Brian go above and beyond to make sure an event was well-attended and managed smoothly. When Brian served as Career Enhancement on the PACT board I presided over, he focused his drive and digital skills on marketing the most profitable workshop in the organization’s history. That was a pretty amazing feat and this ensured we had the funds to continue providing exemplary programs to our members. Brian’s role in this workshop included approving a budget, scouting a cost-effective and centrally located venue, managing food and beverage, coordinating the presenters travel and lodging, and marketing the event. Brian masterfully handled every aspect.

As Brian’s peer, I have received the engaging emails and flyers he created to market Fredrickson Learning activities. He consistently used social media to drive and increase event attendance and delivered in-person presentations that were fun to be a part of and always a value add.

I am one of Brian’s greatest fans and whole-heartedly provide this recommendation.

Justin Ebert
ACD/Group Head
Vitrorobertson

So Brian was an intern at vitrorobertson. Copywriter. And two things struck me immediately. The first was his hunger. The guy wants to write. He wants to make ads. And he was constantly volunteering for whatever project I had going on. You gotta love that drive. I know I did. The second thing that struck me was how quickly he got it. Now we primarily worked together on ASICS. And I had him working on some branding print. I felt like it would be a good exercise for him, an intro to advertising — but he almost immediately began delivering smart, crafted, usable work. And I believe a good part of what he did for me was actually produced by the client. Impressive. But what really rounds him out is that he’s just a nice guy. Easy to work with. A pleasure to direct. I think he’d be a value to any creative department.

Will Lenzen J
Creative Team Member
National Student Advertising Competition (NSAC)

Brian is an essential asset to any team. I worked with him as a creative team member on Team Chariot. He brought world-class integrity, focus and creativity to the table that was essential in crafting our national championship message. When it came down to executing ideas, Brian could always be counted on. A master craftsman of words, his style of writing is precise and effective. I would work with Brian on any project.