Since day one at LeTourneau University, I have had the freedom of creative directing my own projects. I suppose that is the one key benefit of being a one-man-show for many years. As my career at LeTourneau has progressed, though, I have been trusted with a vastly broader scale of projects that blur the lines between strategy and tactics. Much of the work that I've done with my team in the past year on the Web certainly falls into the realm of strategic thinking, and those projects are included in the section above called appropriately "Web." That said, I've worked on some big, chunky projects that really don't have a fit in the other categories listed above, so I list them here.
This project is the result of months of work. It is a 50+ page book covering all the aspects of the LeTourneau University brand. It required two full-campus photoshoots, a ton of writing and months of creative direction to complete.
This project is the single largest project that I've ever been a part of. Our university president called together a small committee of employees and challenged us to the creation of a comprehensive university branding campaign. Click here to read more...
In the Fall of 2012, LeTourneau University's president challenged our team to "tell the story of our university" in a new way. He didn't give any more specifics than that. "Incredibly LETU" was the result of that challenge.
2013 was the 125th Birthday year of LeTourneau University's founder, R.G. LeTourneau. Mr. LeTourneau was a prolific inventor and industrialist of the 20th century and held more than 300 patents for his inventions. He was a total genius and responsible for such things as the bulldozer, the crank-up offshore oil rig, and most of the earthmoving equipment used in WW2. Read more here...
I'm the proud father of a very bright young woman. Working for a university that has a long history of a skewing male in our student body, I've never passed up the opportunity to promote young women actively pursuing traditionally male-dominated fields. Read more about these two exciting projects here...
During a conference in Chicago, I had the privilege of learning about a set of guiding principles that are used at the Ritz Carlton Hotel in New York City. They call the concept their "Gold Standard." I was incredibly inspired by this idea of a "Gold Standard" for an organization. So after the conference, I set out to write one for LeTourneau University. Click here to read more...
Nontraditional Current and Prospective Student Communication Flows
In early 2013, our marketing team brought in more than $1 million in work that had previously been outsourced to a vendor. These communication flows were part of that work and included about 50 email and printed pieces of communication that I rewrote from scratch and distributed to more than 1500 students at least once a week through the course of the year.