Articulating Complex Financial Services

Touchstone Retirement Group (TRG) provides a variety of services to help businesses manage their employee retirement plans. Managing retirement plans is a full-time, complex operation – one that many businesses would rather outsource. As TRG looked to develop a suite of marketing collateral, one of their struggles was finding someone who could single-handedly articulate and present their services in a compelling and systematic way. While they lacked content overall, they shared what they could and answered questions as needed. In the end, a little patience, a lot of research and a strong visual system was just the right solution.

Click any of the links below to view the sales sheets.

Services Overview

Third-Party Administrative Services

Advisor Sheet

Record-Keeping Sheet

316 Services Summary

Content Strategy and Development for a Creative Agency

Porchlight has had an on-again, off-again relationship with its blog. The source of that tug of war has always been prioritization. To be clear, there’s no shortage of expertise at this creative agency, which specializes in the home improvement industry. Rather there’s simply a shortage of content creation. As with many small agencies, client work always comes first, followed by a need to promote a portfolio of work. Then, there are new business presentations and pitches. Only after all of this work is done, can agencies begin to invest in building their own position as thought leaders and experts.

Thankfully, in 2020, Porchlight decided to reinvigorate its blog and social media content. As the lead writer and strategist, I believed it was important that our content not blab on and on about our culture, hobbies or other self-promotional nonsense. While such topics are fine for brands with a solid following, for brands that are building an audience, it’s critical to start by offering something of value, such as industry insight, curated news or creative advice.

This belief is where I based the current editorial mission for the blog, and the results have exceeded expectations, with the agency’s principal receiving a significant boost in comments, shares and views on LinkedIn.

Click any of the links below to read the articles from the Porchlight Blog.

Working With An Agency: 3-Part Series Part 1: Why

Working With An Agency: 3-Part Series Part 2: When

Working With An Agency: 3-Part SeriesPart 3: How

Insights from Lowe’s Small Business Shark Tank

Essential Tools to Succeed in eCommerce

My Private Brands Sustainability Summit: Lessons & Highlights

Circularity at The Home Depot

Over and over again I’ve found that a diversity of experience is a strength, a measure of enthusiasm for the task at hand. Early in my career, I spent time in outdoor retail, worked in the non-profit conservation community and spent over a decade in the creative world working for clients in a wide range of industries, which most recently includes home improvement.

So, when presented with the opportunity to draw upon my environmental and home improvement experience simultaneously – to create the script and direct the video for The Home Depot’s booth at the 2020 Circularity Conference – it was a no-brainer. Once again, I was fortunate to have patient, passionate people – like Ron Jarvis, Chief Sustainability Officer at The Home Depot – to impart their knowledge and share information. That information, which details The Home Depot’s efforts to reduce waste, was both fascinating and inspiring.

See for yourself by clicking here to view the video.

Capturing Healthcare Consulting on Screen

While at DHG Healthcare, I was fortunate to work with an amazing team of consultants who specialized in the complex and changing healthcare industry. These talented people consisted of MBAs, CPAs and medical professionals, all of whom were incredibly passionate and remarkably patient. They were always willing to take time to explain the intricacies of healthcare to the creative team. As a result, I came to share their enthusiasm for healthcare and sought opportunities to champion their expertise and perspectives. One such outlet was the DHG Healthcare promotional video series, which articulates their overall business approach and unique industry perspective. Capturing these complex ideas and distilling them into scripted content and visual direction was an exciting challenge and a personal highlight for me.

To see these videos, courtesy of DHG Healthcare, click the links below:

DHG Healthcare: Who We Are

DHG Healthcare: Why We’re Here