Anna Seacat

To contribute to the category need communication objective, as well as build a positive brand attitude among the target audience, I led the development of a Cloud IAM Buyer's Guide, which defined 5 categories buyers should consider when researching cloud-based identity and access management vendors. The content and format for this asset was thoughtfully designed around the target buyer, which was found to be:

1. NOT ASSERTIVE - Even if the target buyers believes in a solution, they will… Show more

To contribute to the category need communication objective, as well as build a positive brand attitude among the target audience, I led the development of a Cloud IAM Buyer's Guide, which defined 5 categories buyers should consider when researching cloud-based identity and access management vendors. The content and format for this asset was thoughtfully designed around the target buyer, which was found to be:

1. NOT ASSERTIVE - Even if the target buyers believes in a solution, they will not assertively defend that belief during a meeting. Therefore, I created a marketing asset that will serve as a silent salesperson -- both physically and psychologically. Physically: The heaviness of the printed version is intentional, because consumers prefer to shuffle heavy assets around, rather than feel guilt over throwing it out. Moreover, the heaviness allows the asset can be passed on. Physiologically: This marketing asset speaks for itself. It interactively forms a compelling argument, allowing the unassertive buyer to simply slide the guide across a meeting room table.
2. SKEPTICAL – Our target buyer is considered to be in a generation of skeptics, which have reported they prefer marketing to be less promotional and more helpful. Therefore, I ensured the content and design worked together as a learning tool, not a promotional piece.
3. WANTS TO BE ENGAGED OR ENTERTAINED – Research showed that the target buyer goes online to either be entertained or learn in an engaging way. Therefore, I created the format to be 1) Clever - This marketing asset is reminiscent of Facebook quizzes and Twitter Polls.2) Not a brochure. This is not a product brochure, but a buyer’s guide for a generation that relies heavily on the CNET-like guides to inform purchases. 3) Calls for engagement - The asset is not asking the target buyer to read anything. Rather, it's asking them to take a simple quiz, which will enable them to make an informed decision. Show less

To contribute to category need, brand awareness, brand attitude, and intent to convert communication objectives established for IBM Cloud Identity Service, I directed the development of a landing page, which incorporated conversion-based design elements, including:

1. A compelling H1, which promotes Cloud Identity Service’s “one-and-only truth statement,” a.k.a. UVP, a target-market statement in H2, and a highly-contrasted CTA button -- all above the fold.

2. A statement in the… Show more

To contribute to category need, brand awareness, brand attitude, and intent to convert communication objectives established for IBM Cloud Identity Service, I directed the development of a landing page, which incorporated conversion-based design elements, including:

1. A compelling H1, which promotes Cloud Identity Service’s “one-and-only truth statement,” a.k.a. UVP, a target-market statement in H2, and a highly-contrasted CTA button -- all above the fold.

2. A statement in the form of a question and three benefits w/ photos, which our target audience can relate to, and a second CTA button (same contrasting color) directly below the fold

3. A credibility statement in the form of an analyst quote (approved for our use on this specific page)

4. Product details in digestible and graphical chunks followed with a third CTA button

5. Social proof in the form of a client quote

6. 3 SaaS tiers followed with a customization option via text and a final CTA button

7. An overall hierarchical format, which is based on the highest converting pages per industry-wide A/B and multivariate testing

The design and content of the webpage also thoughtfully considered our target audience:

YOUNG and SELF-PROCLAIMED NIGHT OWLS who live in METROPOLITAN areas – The landing pages that our target audience tend to stay on longer are those that they can visually relate to.

Therefore, this landing page incorporates:

1. Youthful images reflecting their night-life and metropolitan lifestyle (Opposite of stodgy and cookie cutter...notice there are no suit and ties)

2. A “cool factor.” None of our competitors have sites with this cool look and feel. Moreover, this landing page is reminiscent of the actual Cloud Identity Service product (highly graphical/ game-like environment).


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I designed a comprehensive search engine marketing plan for Kinetico's K5 Reverse Osmosis system.

I analysed the social media marketing efforts of Earth Balance and recommended improvements.