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