Bringing Words to Life Since 1997
2017 Brand Storytelling Report
Lara authored this original report to help communicators elevate their stories to inspire engagement and invite action. Packed with insight and hands-on activities, the 26-page report provides just the right blend of ah-ha's and how-to's to improve storytelling, map an effective content strategy and measure success. Download the report now.
Led extensive communications audit for Austin Energy, the municipal energy provider of the City of Austin. Included in-depth interviews and recommendations to support communications plan development across multiple touch points—as part of Austin Energy's five-year strategic plan.
Mays Business School at Texas A&M University
Created the award-winning communications platform to support Mays Business School's rebrand and re-engagement with alumni, donors and prospects. Supported comprehensive, multi-channel engagement for the One Spirit, One Vision capital campaign, which surpassed original targets to raise more than $50 million. Led annual communications planning and served as editor of two alumni publications and annual report. Supported redesign of a half-dozen websites and all marketing collateral. Download the case study to learn more.
Upon completion of a marketing plan, which defined core activities and priorities, Lara then developed an overarching, multi-channel content strategy. Strategy included defining key messages, content roadmaps, channel-specific strategies, roles and responsibilities, and analytics and KPIs.
Lara collaborated with the global marketing team to undertake an extensive brand exercise to bring new focus to HP OpenCall's brand. The resulting messaging guide was used as the go-to resource for HP sales and marketing teams around the globe to share the HP OpenCall value proposition with internal and external audiences.
Seton Healthcare Family
For more than three years, Lara supported the media relations and thought leadership efforts of Seton Healthcare Family. This included identifying stories, drafting media pitches and securing media placements for specific programs and initiatives. In addition, Lara coordinated Seton's executive visibility programs to highlight thought leaders from across the hospital network.
Lara has provided copywriting for hundreds of communications touch points—from ads, catalogs, and sales sheets to in-store collateral, such as this tabletop piece for Corner Bakery. The resturant sought to highlight its catering options in advance of the Super Bowl.
Globalization of Higher Education Conference
Researched and developed copy for dozens of blogs and social sites over the years, including these on-site recaps for the Globalization of Higher Education Conference. Also supported on-site video editing and national media relations. Received a 2014 Pegasus Award from Public Relations Society of America - Dallas.
Lara worked with the Austin-based employment agency for professionals with disabilities to attract new prospects. The LinkedIn "Disabilities (Re)Defined" advertising campaign was developed to reach potential candidates based on specific job roles. This included developing a unique landing page, targeted content and testing 30+ LinkedIn ad copy variations. The campaign yielded a 10.5% conversion rate, achieving its goal of 80-100 click-throughs per ad.