During over three and a half years in marketing at ISSA, Michael wrote to different audiences around the world. Each group - from end users who use cleaning products to manufacturers who create them - had specific needs and offering from the association that were communicated with strategic precision.
During over three and a half years in marketing at ISSA, Michael wrote to different audiences around the world. Each audience was comprised of different type of member of the association, from end users who use cleaning products to manufacturers who create them. It was imperative to target the right audience for each and every promotion, speak to each audience offering the correct promotions, and to connect with the members of the association with informative and engaging content.
The purpose of this video was to boost interest in ISSA's DEAL program. The target audience had a hard time buying into the DEAL program because there was so much confusion about the program; what it does, how it functions, and why the program is valuable were the key points that were to be addressed. Michael created this video to deliver DEAL's message in a fun and more digestible way. This video was written and storyboarded by Michael Brennan and was brought to life with the help of an animator for the graphics.
Michael was responsible for content creation, art direction, and so much more for ISSA's trade show mobile app. The trade show mobile app was built to be the one resource attendees and exhibitors need to successfully navigate the ISSA/INTERCLEAN trade show and take advantage of all the show has to offer.
ISSA's 2016 mobile app was the most downloaded and used app of trade show's history. The app surpassed a 20% adoption rate; excellent numbers considering the associations industry and audience.
Visuals -
Phone home screen app tiles for 2016 and 2017 -
2016 Mobile App -
2017 Mobile App -
Researched, developed, and written by Michael, this infographic and video promote ISSA's Innovation Award Program and innovation in the cleaning industry in general. ISSA was already pushing industry innovation at our annual trade show, however a more permanent presence was missing. The goal of this project was to bridge this gap and position ISSA as a partner and driver of industry innovation 365 days a year.
These materials were created as marketing pieces for various ISSA programs and campaigns.
Article
This article was published in ISSA’s magazine, ISSA Today and promoted ISSA’s annual trade show.
Print Flyer
These flyers spoke to specific audiences and were used as marketing collateral to pass out and to send digitally as informative pieces with a call to action.
Email Blasts
All ISSA email blasts were written by Michael and sent out to specific targeted audiences . The strategy of when these emails dropped, who they were sent to, what content was communicated, and the measurement of their success was executed by Michael.