Building Brand Awareness for Health, Food & Fitness Startups

Brand Awareness, branded content, Content strategy, entepreneur, instagram, Key Messaging and Talking Points, LinkedIn, madeline johnson, Press Kits, Star Powered PR, Uncatergorized

Note to reader: I have included examples of digital press kits and timely news angles in this article that you can download. They may be helpful for you as you build out your stories to share with top tier media and influencers.

Examples from the Front Lines of Digital Marketing

One of the reasons I continue working with startups and emerging entrepreneurs is because it keeps my ear to the ground and in touch with the true pain points and biggest challenges that many new brands struggle with when it comes to marketing and promoting their products and services. The obstacles they face become my opportunity to help.

Case Study #1  – The More They Burn, The Better They Learn

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Matt Gardner is a physical education teacher and health and wellness professional speaker from Novato, California. Championing kids to be more active and healthy on a daily basis, Matt has created PEbyDesign,, a program to help elementary school teachers get their students moving in the classroom for at least 60 minutes a day (a requirement from most states and the federal government).

I have been helping Matt build his side hustle, working with him on everything from his website user experience to building his own authentic voice while creating his digital press kit and all of his social media platforms including LinkedIn, Twitter, Instagram, Pinterest, and Facebook.

Right now I am conducting one-hour consulting calls with Matt and screen sharing video web chats with him to help him build out his social media strategy.

Case Study #2 –  The Best Place For a Financial Wellness Check up

financial Wellness

The best place to start your financial future and an empowering tool for financial wellness, I have helped R.J. Irving, a former Morgan Stanley advisor launch this SaaS platform to help Millennials understand how much to allocate to their 401K savings, health plans, and rainy day, emergency accounts. I created his digital marketing decks and press kit and scheduled and executed his strategy for Twitter and LinkedIn.

A sample of marketing collateral and digital press releases in a downloadable PDF file here Melius General Presentation-2.

Case Study #3 – Celebrating The Millennial Home Buyers Journey

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Hearth & Beam’s creator Kyle Rothschild hired me to write his digital press kit, timely news stories, and social media strategy.  Hearth & Beam was created to document and share everything that makes a house a true home.

Hearth & Beam’s downloadable digital press kit here. A writing example of a creator profile Kyle Rothschild, HearthandBeam.com,

An example of FAQ’s for the media and influencers here HearthandBeam.com Media FAQs

My fact sheet writing sample here Hearth and Beam Fact Sheet

And timely and newsworthy story angles here HearthandBeam.com News Stories

Case Study # 3 – Artisanal Gourmet & Organic Condiments 

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Brown Dog Fancy is the purveyor of artisanal gourmet mustard.  Made from organic ingredients and sold online and in stores, I helped the owners of this condiment brand with their marketing collateral, digital press kits and social media strategy for #HowIFancy

Here are examples of a healthy food digital press release that I wrote for Brown Dog Fancy to share their story Brown Dog Fancy Story

Here, timely, news angles and ideas for reporters and influencers Brown Dog Fancy Story Suggestions

More writing samples including answers to media FAQ’s Brown Dog Frequently Asked Questions  and more indepth information about the founders behind the brand Brown Dog Fancy Creators

How to Really (I mean Really) Make Money on LinkedIn

Clients, Communications, Content management, digital content strategy, digital marketing, freelancing, LinkedIn

Now that many popular growth hackers and digital marketers have claimed 2017 as the year of Instagram, Snapchat and LinkedIn, the ridiculous amount of redundant “How to Win on LinkedIn” articles are filling up my Flipboard pages faster than I can read clickbait headlines.

As a former boutique marketing agency owner billing close to a million a year and now a seasoned, independent growth strategist consulting well-known and emerging health and wellness brands, I have spent most of my career cold calling and canvasing new business prospects.

Over 18 Years of Rising & Grinding

For much of my career, about half of my time was focused on business development and filling project pipelines.  With an expensive office on Fifth Avenue, securing enough work to make payroll and staying on top of the agency’s overhead was one of my biggest daily concerns and simply accepted as the price of doing business. Hustling hard is how I found our clients.

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In the most recent year and a half, some of the most helpful new tools I have found for finding new professional partners are platforms for pairing talent with businesses. Platforms like UpWork, Thumbtack, Freelancer, Clarity and Contently have taken the guess work out of where my next project and/or retained client is coming from. Yes, they all work a bit differently, most have you working for five star reviews and competing against non-native English speakers willing to work for extremely low wages and some attract a more reliable and respectable level of professionalism than others.

A Social Network becomes Your Net Worth

We all know that LinkedIn has become synonymous with business. That’s quite obvious. However, LinkedIn has now become my best kept secret for finding new projects and interesting work assignments. When I heard that LinkedIn was launching Profinder in beta, I was one of the first to apply. I was already a premium member, requesting reviews, building my network, making recommendations, joining groups and  posting valuable content daily, so I knew that LinkedIn would offer a stellar option to finding new businesses to pitch my talent and skills. LinkedIn has also done a great job of building trust into their brand by staying true to their mission of networking professionals and so far my experience on LinkedIn Profinder has not disappointed.

The Work Just Pours into Your Pipeline

Because of its enormous amount of user data, LinkedIn is able to quickly connect freelancers like myself with strong leads based on their keyword searches and companies followed.  Client requests come in and an email alerts me immediately. Profinder is a great option for expert professionals like myself in countless fields.

So far I have connected and began working with and on . .

  • an industry-recognized thought leader in digital strategy and former Chief Digital Officer of Omnicom’s Healthcare Consultancy Group, a $100 million agency group serving pharma, medical device, and healthcare clients. I am helping him write articles on the risks, threats and  the future of online privacy and cybersecurity.
  • the premiere launch of the NYC office for a social video tech firm in sports & entertainment.
  • finance and investment writing assignments for a private wealth management firm based in Montclair, New Jersey.

Working in office situation

How LinkedIn Profinder Works

Much much more than a social site, LinkedIn is a community of professionals – in a business mindset. In my humble opinion, LinkedIn should have launched Profinder years ago.

Their Profinder https://www.linkedin.com/profinder  talent exchange seamlessly connects you to those who are looking for what you have to offer– leaving you more time to focus on the work you’ve already secured.

  • On boarding is a breeze and sharing your skills as simple as connecting your LinkedIn profile, which you probably already have as you use LinkedIn to highlight your professional career.
  • You can create key messages and choose the types of projects you want to work on by using key words. I specialize in marketing strategy, plans, social media marketing, user experience, video editing and copywriting.
  • Client requests and open projects that best match your profile and preferences are sent directly to you via email.

Right now Profinder is free to use. The only concern I do have is when and how much of the freelance action LinkedIn will decide to scoop up. Let’s keep our fingers crossed that their online workplace remains a benefit to joining LinkedIn’s premium subscription.

By the way, if we haven’t met already, let’s connect on LinkedIn. You can find me here.