I help people tell data-driven stories so that they can be the most credible resource in their field.
Data storytelling — for me — is like solving a puzzle. I get a thrill when I make it all fit together with the right proportion of numbers and narrative.
A global hotel real estate brokerage firm which represents sellers in the sale of luxury and upscale hotel assets.
The client’s goal was to capitalize on the upcoming boom with a comprehensive media and client relationship management program. This would help them stay in front of clients on a consistent basis via all channels and establish the firm as the go-to broker for top deals.
Achieving the firm’s goal to be the “go-to” broker on key deals, KP collaborated with the executives to build on their strong background and grow it further. KP focused on 3 critical areas:
1. Client Relationship Management. After analyzing the various client touchpoints and assessing the team’s selection for premium assignments, we held an executive collaboration session to outline an optimal methodology, frequency and content of client outreach. We then executed a program utilizing research, media, birthdays and special occasions, announcements, and private events, outings and meetings to enhance and optimize relationships.
2. Research & Media Program. KP conducted a full forensic analysis of the company and competitors’ media activity for the previous 12-18 months to see what meaningful and unique conversations were happening. KP identified a surplus of opinions, and a gap in data, hard numbers, and broad trends. KP established an internal research department and published a slate of 15 exclusive global and national research pieces in AP style annually. Each piece was engineered to offer not one but multiple data points not available anywhere else. Then, using her background as a journalist, she introduced herself and re-introduced the team and research to A-list journalists including the WSJ, FT, NYT, and key industry trades. In addition to other results listed, the program achieved several “double exclusive” placements in publications such as the Wall Street Journal and Financial Times, which had not happened before or since in the company’s history.
3. Comprehensive Marketing. The role of a maestro in a symphony conductor is to lead each musician’s style and tempo in a performance. Leading a comprehensive marketing program is very similar, as our eye is on the fine tuning of each detail in order to achieve an overall unrivaled experience which translates into results that are evident in customer loyalty and the bottom line.
$10+ billion in hotel sales annually
#1 in market share in hotel real estate in the U.S. and globally
#1 media position among competitors in hotel trade and A-list media placements in the U.S. and globally
Established “provider of choice” relationships with investors
The select service division of a global hotel real estate brokerage firm which represents sellers’ asset dispositions.
As a part of it’s growth strategy, the company acquired a new team to focus on a previously undertapped sector of the hotel industry: select service hotels, or hotels valued at less than $25 million. The goal was to capitalize on the new team and leverage the best of its 25-year track record in the sector along with the firm’s breadth of resources.
To achieve a “big splash” in the market with this new partnership, and build a strong pipeline of leads in a way that no other competitor was doing, KP conducted a thorough analysis of the competition and interviewed the new division’s top managers. In doing so, KP discovered that there was no electronic lead pipeline in the industry: each hotel on the market required excessive emails to achieve required information flow between potential buyers and brokers, and there was no system for buyers to receive listings based on their preferences. KP’s #1 focus was to build a website with an interactive experience to enable and leverage electronic information management.
- On this project, KP played web site architect and curator and developed the hotel industry’s first-ever automatic lead-generating system for hotels on the market. This system enabled the company to list and facilitate information flow in a more automated fashion, getting key info to buyers while still allowing controls for administrators. The result was an enhanced client experience, decreased administrative time, and increased lead generation – to $15 billion annually.
$15 billion in select service hotel leads annually.
Dramatically reduced administrative time sending emails back and forth between brokers and buyers.
Improved operational flow.
The Americas division of a global hotel real estate advisor.
The client needed to engage with media and their investor clients with a sophisticated and meaningful dialogue.
As a former journalist KP developed relationships and worked with 70+ hotel industry and A-list major media reporters to first understand what they were looking for. Then, she created a slate of research that answered key industry questions and anticipated trends that no one else was doing.
As a result of her team’s efforts, her company and senior executives completed interviews totaling more than $1 million in media coverage annually for seven consecutive years, and became the go-to source for major hotel real estate trend and deal commentary.
A NASCAR Memorabilia Company
The company was entering a high growth phase and looking to maximize its return on investment of advertising dollars.
KP analyzed call-center direct response data along with on-the-ground tactics to create and execute print and TV advertising, catalogs, PR and a web site to catapult sales.
A 40% jump in revenue and stock price after implementing $1.3 million ad campaign with $44.2 million in revenue yield in first year and a $2.3 million ad campaign with $62 million in revenue yield in year two.
Medical Logistics Company
A global medical logistics company entering the Canadian market needed strategic business and marketing collaboration and counsel to create and launch a 3-year strategic plan.
KP engaged in numerous interviews and research to co-write a ground-breaking 3-year strategic plan that encompassed culture and a stealth approach to the growing need for new solutions in healthcare. The company also tapped KP to help create a ground-up culture utilizing her “Elevate Your Story” program, which blends business, marketing and screenwriting. The program incorporates concepts from marketing basics, The Hero’s Journey and The Bourne Identity.
Stay tuned! Results in progress.