Kadisco: Marketing, Sponsorship, Social Media

Featured Projects

SRAM / The Road Diaries

In 2008, I created a comprehensive social media marketing campaign for SRAM Corporation, a bicycle component manufacturer with global revenue approaching $500 million. In addition to producing text, photo, and video content for The Road Diaries blog, I managed content generated by SRAM staff at the Tour de France and other major races. To extend the project’s reach, I distributed content through Flickr, Facebook, Twitter, and YouTube. Highlights of the project include an interactive video broadcast with Tour de France star and Olympic medalist Levi Leipheimer and real-time text/photo/video liveblogging from the Interbike trade show.

Project highlights

Kodak Gallery/Sierra Nevada Pro Cycling Team

In 2005 and 2006, I planned and executed a marketing program including the team’s website, media communications, news updates, collaterals, participation in sponsors’ advertising and events, and detailed reporting to sponsors of all these components. I also created proposals to secure Kodak’s and Sierra Nevada Brewing Co.’s renewals as co-title sponsors as well as major commitments from several new sponsors.

Project highlights

MyByk

For this social network and data services platform for cyclists and the bicycle industry, I was responsible for defining advertiser-facing features, writing the site’s rate card, and building relationships with advertisers and promotional partners. Working with MyByk’s engineering team, I created concepts and visual mockups for the site’s user interface and key functionality. My role also included helping to develop the company’s overall business strategy.

Project highlights

Interbike Lifestream

As a sample project for clients, I used mobile technology and Wordpress plugins to produce real-time microblog, photo, and video content from Interbike 2008. I used Twitter for text updates, Flickr’s mobile app for photos, and Kyte’s mobile app and embeddable player for live mobile video. All the content was created and uploaded using a Nokia N95 mobile phone.

View lifestream page

Other Clients

Bebo

Youth-focused social network with 40+ million members worldwide
www.bebo.com

  • Wrote and distributed press releases to tech media
  • Learned strategy from VP of Business Development & Sales

Zipp

Maker of the world’s most advanced carbon fiber wheels and components
www.zipp.com

  • Web content organization and copy writing
  • Print copy writing

ROAD

Monthly magazine covering global professional cycling
www.roadmagazine.net
View column archive

  • Sports business columnist since 2005
  • Topics discussed include marketing theory, analysis of cycling sponsorships, ideas for readers to apply to their own sponsorships

Sneakerplay

Online social network for sneaker collectors
www.sneakerplay.com

  • Created rate card and community profile documents
  • Helped create survey of demographics and purchasing habits
  • Developed concepts for advertiser-specific in-site promotions

MASH

A collection of leading filmmakers and riders in the urban track bike/fixed-gear culture
www.mashsf.com

  • Created sponsorship proposal materials
  • Negotiated co-developed bike line with major manufacturers

Northern California/Nevada Cycling Association

Local governing body for Northern California cycling clubs and races
www.ncnca.org

  • Developed sponsorship assets incl. 10-race NCNA Premier Series
  • Conducted survey of demographics and purchasing habits
  • Created PR/Marketing Toolkit for use by local clubs and events

Carrera de San Rafael

Pro-Am cycling race in downtown San Rafael, California
www.carrerasanrafael.com

  • Participated in planning efforts with event staff and sponsors
  • Managed website design and development
  • Wrote and edited copy for special section in local newspaper
  • Hired and managed media and PR contractors