ABOUT

ABOUT

IN MARKETING AND ADVERTISING,

my experience supports the idea that people typically buy the story before they buy the product or service.

 
So for a business or organization to create an effective marketing strategy, I think they first need to solidify their “organizing principle” or storyline.
 
Once an organization can clearly articulate who they are and what they do, then it’s much easier to communicate with the public about the products and services they offer, and why they offer them.
 
Using my background in Art, Writing, and Public Affairs, I help my clients organize and refresh their branding and marketing assets so they can effectively share their story and connect with their target audience using both traditional and digital media outlets.

If corporate identity or marketing communication are areas you need assistance with, I can help you

  • Clarify your mission
  • Tighten up your story
  • Create material to share your story on multiple platforms

After you outline and structure your story, it becomes easier to polish your brand identity so it’s exciting to you and attractive to your audience.

By clarifying your story and giving it direction, you will inevitably boost your marketing energy and build your own momentum as you engage in telling others about what you do and why you do it.

BACKGROUND

FREELANCE WEB CONTENT WRITER / GRAPHIC DESIGNER / WEB DEVELOPER
richardf.ink, LLC / Hollidaysburg, PA / Jun ’16 – Present

For 20+ retainer and single project clients ranging from funeral and burial businesses to forensic handwriting experts and cancer advocacy organizations:

  • Created unique Brand Identity Systems by working closely with clients to unify logos, fonts, colors, tones, and personalities within environments established by clients’ mission, core values, vision, and goals
  • Composed hundreds of on-brand messages to share with client audiences on multiple digital marketing platforms and traditional marketing outlets
  • Crafted a wide variety of marketing products including websites, social media posts, emails, print ads, radio & TV ad scripts, flyers, and direct mail materials
JMG 2

WEB CONTENT WRITER
JMG Systems / Hollidaysburg, PA / Jan ’15 – May ’16

For 30+ clients from industries ranging from medical and engineering to foodservice and educational non-profits:

  • Wrote SEO-rich web content enabling clients to better attract and connect with target audiences through their web platforms
  • Researched, designed, and implemented SEO strategies that improved clients’ abilities to convert web traffic into tangible leads and customers
  • Developed and implemented special one-time and recurring web, email, and social media marketing campaigns for both company and clients

46R PUBLIC AFFAIRS SPECIALIST / BROADCAST JOURNALIST
US Army / US Army Reserve / May ’05 – Jul ’11

While serving as a Non-Commissioned Officer in the Reserves and on Active Duty:

  • Produced and disseminated several hours worth broadcast product from Khost, Afghanistan in support of Operation Enduring Freedom (OEF) reaching an estimated 100M+ viewers worldwide
  • Embedded with First Armored Division Public Affairs unit to produce broadcast products in Iraq and Kuwait in support of Operation Iraqi Freedom (OIF)
  • Performed TV anchor and morning radio host duties in Hessen, Germany for the American Forces Network – Europe (AFN) reaching an estimated daily target audience of 100K+ military personnel and their families, as well as a shadow audience of 1M+ local nationals

View Army Portfolio Items

St. Johns

ST. JOHN’S COLLEGE

Annapolis, MD
Aug ’12 – Dec ’13
M.A. Liberal Arts

CC

COVENANT COLLEGE

Lookout Mt., GA
Jun ‘01 – May ‘05
B.A. English

AACC

ANNE ARUNDEL COMMUNITY COLLEGE

Arnold, MD
Jan '14 – Dec '14
A.A. Visual Arts

AI

THE ART INSTITUTE OF PITTSBURGH– ONLINE

Pittsburgh, PA
Apr ‘17 – Nov ‘17
Digital Design Diploma

UPENN

UNIVERSITY OF PENNSYLVANIA – ONLINE

Philadelphia, PA
Jan ’19 – Jul’19
Certificate – Full Stack Web Development Bootcamp

  • Graphic Design
  • Web Design / Development
  • Logo Design
  • Document Design
  • Brochure Design
  • Photo Editing
  • Business Communication
  • Information Architecture
  • Organization
  • Marketing
  • Writing
  • Editing
  • Public Relations
  • Public Speaking
  • Presentations
  • Research
  • Analytics
  • Strategy
indesign-logo

Adobe InDesign

ai-logo

Adobe Illustrator

photoshop-logo

Adobe PhotoShop

xd-logo

Adobe Xd

WordPress

bootstrap-logo-3

Bootstrap

wix-2

Wix

squarespace-2

Squarespace

Google Docs

Google Sheets

Microsoft Word

Microsoft PowerPoint

mailchimp-logo

MailChimp

trello-logo

Trello

HTML

CSS

• UNIFYING PRECISION & SOUL •

Imagination (vision/soul) recognizes potential
Structure (mission/precision) enables actualization

Structure (mission) – Imagination (vision) = Stasis
Imagination (vision) – Structure (mission) = Chaos
Imagination (vision) + Structure (mission) = Progress

When launching into any kind of marketing campaign, I believe there are two essential elements for producing a good marketing campaign. The creative, or imaginative, element that generates the ideas to try something new, and the rational, or structural, element that provides the framework on which an innovative campaign can be built. 

Both of these elements must be addressed to achieve a desirable outcome (see formula above).

This is why my entire design process is formatted as a “workshop.” As we put our heads together, you provide your industry specific insights, and I provide my creative skills and marketing expertise. Together we will create a plan and content that will help you achieve your goals and positively influence how you and your organization are perceived by the public.

At the end, you will have the materials you need to tell your story well and to create assets that can convert audience members into supporters and supporters into champions for your organization.

Would you like to collaborate on a project?