Kathleen Gibbons

Work with Owner/President to develop brand strategy.
Research and benchmark competitors and current market trends.
Gather data from current clients, competitors, and business partners to inform design decisions.
Collaborate with graphic artist to develop branding, logo, typography, and color palette.
Design, build, test, and deploy website using established brand guidelines.
Write compelling copy for website content.

Website Redesign for Royal Oak Concert Band (Non-Profit)
Led user-centered redesign of website to increase community engagement, ticket sales, and musician recruitment.
Conducted user research (interviews, analytics) to identify user needs and pain points.
Developed information architecture and content strategy, optimizing for SEO.
Designed modern, user-friendly interface with clear navigation and calls to action.
Implemented features for showcasing performances, facilitating donations, and attracting new musicians.
Increased ticket sales by 15%, donations by 10%, and achieved highest band membership since 2019.

Led the development of a lifestyle brand strategy for Two K Farms, emphasizing their commitment to quality ingredients, sustainable practices, and a welcoming atmosphere.
Redesigned the Two K Farms website to create a user-friendly experience that showcases their unique wine and cider offerings.
Designed and implemented an e-commerce platform to simplify online purchasing for customers.
Conducted a two-day creative photoshoot at Two K Farms:
Created a comprehensive creative brief for a team of photographers and videographers to capture the essence of the farm and its products.
Led the photo and video shoot, ensuring all visual content aligned with the established brand strategy.
Developed engaging website content (text and visuals) that captures the essence of the Two K Farms brand and evokes a sense of place.

Develop customer-centric marketing and communication plans to understand the evolving needs of the natural gas and HVAC markets.
Design and implement a corporate outreach program to identify and address skills gaps in local technical schools, focusing on user needs (future employees) within the industry.
Create presentations and sales collateral with a needs-driven approach, utilizing clear visuals and concise language to enhance user comprehension of gas safety and technical regulations.
Manage and designed the company website on WordPress, prioritizing user experience with an emphasis on clear information architecture, navigation, and content hierarchy (especially for new product releases, educational content, etc.).
Lead a team of marketing associates and graphic designers (both US and Germany) in a collaborative environment, fostering user-centered design principles across all communications.
Work with trade publications and vendors to ensure effective messaging and user engagement in advertisements and press releases.

Designed and executed student-centric marketing and communication strategies for the School of Medicine M.D. program, resulting in a 110% increase in applications.
Led the development of content for recruitment campaigns that resonated with prospective students and addressed their specific needs and aspirations.
Collaborated across departments to understand the unique goals and challenges of various student populations within the School of Medicine.
Developed communication and training solutions tailored to diverse student needs, fostering a smooth transition and positive user experience.
Assisted leadership in creating and maintaining the M.D. Student handbook, ensuring clear information architecture and accessibility for students.
Utilized data analytics platforms (CMS, Salesforce, Google Analytics) to track user engagement with marketing materials and optimize content for better user experience.