Content – Linda Stephens

Thought Leadership Campaign

Client: Project Management Advisors, Inc.(PMA) is a national real estate advisory firm that provides development and strategic consulting expertise within the built environment.

Target Audience: Commercial real estate owners and organizations/institutions that own facilities

Challenge: The client envisioned a series of thought leadership content pieces to educate, inspire, and influence their target audiences and to establish itself as a leading expert on specific topics.

Solution: Linda worked with the client to outline the mission and objectives for the content campaign, including brand pillars and content categories. Internal subject matter experts (SMEs) were identified. Linda worked with each individually to develop an outline, research supporting documentation and reference material, and ghostwrite the article, typically for publication as owned media (website blog, LinkedIn). Linda also crafted LinkedIn posts providing introductions for the articles.

More than 30 pieces of thought leadership content were written over six years. Selected articles are featured below with additional titles available upon request.

Services: strategy, research + development, messaging + ghostwriting

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Argonne National Laboratory

Client: Argonne National Laboratory is a federally funded research and development center with a history of groundbreaking discoveries and transformative technologies across many science domains.

Target audience: Clean Cities Communities and Coalitions, a U.S. Department of Energy (DOE) partnership to advance clean transportation via 75 nationwide offices.

Challenge: As part of a team at Argonne National Laboratory, Linda led audience identification, messaging, tool development, and marketing strategy for the development of IdleBox – a toolkit of print products, digital templates, presentation decks, and information resources to assist Clean Cities Communities and Coalitions with idle-reduction projects for fleets with light- and medium-duty vehicles.

Solution: IdleBox featured an array of templates – outreach letters, media releases, pledge forms, and an adaptable slide deck – as well as posters, stickers, an owned-media article, and a Solutions educational slide deck. Idlebox tools help Coalitions educate and engage policymakers, fleet managers, drivers, and other decision-makers about the benefits of reducing idling. Following the development of Idlebox, Linda supported its implementation by providing marketing training to coalitions and attending conferences on behalf of Argonne, among other initiatives.

Recognition: IdleBox: STOP Idling. START $aving, Award of Excellence and Award of Distinguished, issued by The Society for Technical Communications, Chicago.

Services: visioning exercise, competitive assessment, multiple audience surveys, messaging + copywriting