Todd Gordon

Table of Contents Cross-Channel & New Market Launch – Freedom PPM Page 3 Digital Advertising – Awareness and conversion (bilingual) Page 8 Brand Development and GTM Strategy – Mighty Moving Page 13 Web Relaunch and Video Campaign – Enjoyillinois.com Page 23 Additional Examples Page 25 Executive Summary Give a brief explanation for the page With 15+ years of advertising and marketing agency experience, 5 years managing the marketing operations of a 95+ year-old $300M brand, and a decade of broadcast video production management, I am an experienced marketing leader with expertise in SEO, PPC, demand generation, traditional media and marketing automation. Skilled in strategy, leadership, and cross-functional collaboration, I focus on delivering impactful, measurable results. Campaign Experience During my tenure marketing and advertising agencies, I consistently managed an average of four cross-channel digital campaigns per month, spanning 15–20 active clients. In addition to these ongoing efforts, I led or collaborated on 2–3 large-scale integrated campaigns per quarter that bridged both traditional and digital channels. Each year, I directed two to three major website redesigns and oversaw all of the agency’s web development—front-end, back-end, and everything in between. I was also deeply involved in video production and live event streaming, ensuring a seamless experience from strategy through execution. The Difference The primary difference between agency and brand-side marketing is ownership of executional detail. As a VP of Marketing, I’m not just focused on strategy—I make sure the entire organization is ready before a campaign goes live. That means aligning Sales with scripts, prepping the Call Center, QC’ing landing pages and marketing tech, and ensuring Analytics and KPIs are set, agreed upon, and actively monitored. From there, it’s all about tracking, optimizing, and driving results. Leadership While I took ownership of driving key initiatives and doing much of the heavy lifting myself, I was always supported by a strong, capable team that I invested in and championed at every step. The Following are a few recent campaigns that highlight this approach in action. These examples are representative of dozens of creatives produced for each campaign. Campaign: Cross Channel & New Market National Van Lines – Freedom PPM Project: Military PPM (Personally Procured Moves) Role: Marketing Strategy, Brand Strategy, Digital Strategy, Business Strategy Team: Corporate Team: Total team size not including influencer projects - 14 Campaign Team: Sales, Operations, VP Forwarding agents, President of Forwarding, CEO Military Marketing Strategist, Creative Director, Web Developer, Meta Lead (Social Earned and Paid) Google PPC, Business Analyst, copywriter, Marketing Director KPIs: Web Growth (Indexed Pages), Full-Funnel Traction (TOFU, MOFU, BOFU), Leads, Awareness Challenge: U.S. TRANSCOM announced it would consolidate all military PCS (Permanent Change of Station) moves under a single contract. This change meant that, following a phase-in period, all 400,000 annual military moves would be handled by one provider. Since National Van Lines was not part of the winning team, we needed a strategy to retain a portion of the business. Compounding the challenge was the fact that although we had been moving military families for 25 years, we were assigned movers—not a brand they chose—resulting in low brand awareness among this audience. Project Background: The military offers a program in which service members can choose to move themselves rather than rely on TRANSCOM—known as DITY or PPM (Personally Procured Move). This campaign focused on growing National Van Lines' share of that market. I developed a base-level campaign model starting with Fort Liberty in North Carolina, designed for rapid deployment to other bases nationwide. The strategy prioritized brand awareness and education around the PPM/DITY program. To ensure authenticity and resonance, I hired a military subject matter expert who helped develop detailed personas for three distinct audience segments. These personas informed messaging and creative development. A comprehensive creative brief guided production of campaign assets. Given the long-term nature of the campaign, we invested in high-impact advertising, including a custom trailer wrap for trucks frequently traveling key military “power lanes” to boost visibility. To build trust, we launched a digital community hub for military families—providing moving tips, educational content, and a space for engagement. Our staff monitored and responded to questions, building credibility around PPM/DITY support. Tactics (channels): Traditional & Event Marketing Billboards and Posters Brochures Event Sponsorships Street Teams Truck Wraps Webinars with Military Influencers Digital Advertising Google Search Ads (BOFU) Bing Ads (BOFU) Meta and Instagram Ads (TOFU) MWR (Morale, Welfare and Recreation) Video Displays (TOFU/MOFU) Dedicated Campaign Website: https://freedomppm.com/ Measurement Tools Google Analytics Call Tracking QR Codes Salesforce Tableau Informal Focus Groups (on-base) Outcomes: Increased Brand Recall: Measured through on-base focus groups, showing improved name recognition. Rapid SEO Impact: Significant growth in organic traffic within 30 days, with base-specific and educational pages indexed—signaling trust from Google. Scalable Framework: Developed a replicable rollout template for other military bases. Lead Generation: 450 qualified leads captured in the first 30 days. OOH Examples (Ft. Liberty, Ft. Pendleton) Truck Wrap Social Posts Collateral (Rack Cards) Text Ads Campaign Example: Digital advertising National Van Lines – Safe Moving Project: Safe Moving Campaign (English and Spanish Language) Role: Digital Strategy, Marketing Strategy, Business Strategy Team: Campaign Team: Total team size 2 KPIs: Leads, Conversions, Brand Awareness, CPL, CPA Creative/Digital agency Challenge: In early 2020, domestic and international migration came to a near standstill. People were hunkered down, hesitant to move due to health concerns. While I saw significant pent-up demand, remote work, an urban exodus, and a desire to be closer to family driving long-term intent to move, consumers were wary of letting movers into their homes. The industry had stalled, and we needed to jump-start activity at National Van Lines. Project Background: Collaborating with Operations and Customer Care, I developed a plan to differentiate National Van Lines through a "Clean Moving" promise. We introduced strict contact protocols—masking, hand sanitizer, PPE for households with illness, and enhanced communication—to ensure peace of mind for our customers. This campaign was launched in both English and Spanish. The messaging emphasized family, trust, community, and simplicity, core values that resonate strongly, especially in Hispanic households. Tactics (channels): Preperation Developed internal communications for Operations, Customer Care, Agents, and Drivers Wrote scripts for Customer Care, Sales, and Agents to ensure consistent messaging Execution Sourced branded PPE kits (masks, sanitizer, gloves) Directed a photo shoot for both masked and unmasked creative assets Designed creative assets for Programmatic, PPC, and Meta (Facebook/Instagram) campaigns Created pre-roll ads an explainer videos Replaced website visuals with updated imagery featuring masked team members Created and localized Spanishlanguage landing pages and content Outcomes: Successfully reactivated lead flow during a time when the industry was nearly frozen Reassured consumers and reduced friction in the decision to move The campaign served as a template for competitors, influencing broader industry response Within 18 months, the industry saw a significant boom, driven by urban flight and remote work trends National Van Lines set all-time sales records, positioning the brand as a leader in safe moving practices Earned brand trust through clear, values-driven messaging across diverse audiences Video and Photographic Assets Animated and Static Banners YouTube Pre-roll Ad ( :20 animation) Campaign Example: Brand Creation & GTM National Van Lines – Mighty Moving Project: Mighty Moving Brand Development & Go-to-Market (GTM) Campaign Role: Marketing Strategy, Brand Strategy, Digital Strategy, Data integration, Ad platforms setup Team: Corporate Total team size 6 President, CEO, CFO Campaign Team: KPIs: Creative Agency, Web Development agency Return on Brand Investment (ROBI), Web Growth (Indexed Pages), Full-Funnel Traction (TOFU, MOFU, BOFU), Conversion Rate, CPL, CPA Challenge: During a strategic business review and brand evolution initiative at National Van Lines, I facilitated a working session with senior leadership, including the CEO, President, and CFO. Through a comprehensive SWOT analysis, a recurring theme emerged: the need to diversify service offerings by adding local moving to the business portfolio. At the time, National Van Lines only handled long-distance moves (800+ miles), but domestic migration was at a historic low with no recovery in sight. Entering the local moving market became a clear strategic move. To avoid potential channel conflict with our Chicago-area agents, we made the decision to launch a distinct, standalone brand for local moving. Project Background: I conducted a brand discovery session with National’s leadership to define the attributes of an ideal local moving brand. Drawing from 95+ years of industry experience and agent brand development, we quickly aligned on what qualities the brand should convey—strength, reliability, approachability, and value. From a shortlist of 20–30 potential brand names, I conducted thorough domain and trademark research and ultimately selected Mighty Moving. It stood out for its memorability, alliteration, and creative versatility. Next, I created a brand articulation deck to present the concept to leadership, incorporating input from the creative director and brand strategist. This included early-stage visual identity, positioning language, and campaign direction. Recognizing the importance of validation, I conducted a focus group study to test positioning, messaging, and brand perception. Key Insight: In pre-launch testing, 35% of participants reported aided brand recognition for Mighty Moving— even though the brand didn’t yet exist. Many associated it with quality, credibility, and professionalism. This validated our positioning strategy and forecasted a high Return on Brand Investment (ROBI). With strong pre-launch trust and awareness, we reduced the need for heavy upfront media spend and anticipated faster conversion rates post-launch. Go-To-Market Tactics: Traditional & Event Marketing Billboards (co-branded with BBB and standalone boards) In-stadium sponsorship with the Chicago Wolves Media event co-hosted with the local Chamber of Commerce Employment Flyers POS Displays Signage Digital Advertising Google Search & Display Meta and Instagram Ads Nextdoor Ads Website & Conversion Pages Website: https://www.mightymoving.com Quote Page: https://quote.mightymoving.com/ Measurement Tools Google Analytics Call Tracking QR Codes SmartMoving CRM Tableau Outcomes: 35% of focus group participants reported prior familiarity and trust in the brand name, despite it being new 100% of site pages indexed in Google and Bing within 30 days Organic traffic growth fueled in part by searches for similarly named services Blog content showed strong engagement and dwell time Brand guidelines were finalized and adopted Customers actively searched for Mighty Moving’s benefits vs. competitors Conversion-ready website fed qualified leads directly into the CRM No increase in media budget after 1st full year $2 million in sales reached by the brand in its third year Brand Guidelines (excerpts): Campaign Example: Web & Video TimeZoneOne – Illinois Office of Tourism Project: Enjoy Illinois Website Redesign & Illinois Made Video Series Role: Digital Strategy, Project Management, Video Producer, Drone Pilot Team: Campaign Team: Total team size 12 Front end designer (2), Backend designer, creative director, copywriter (3) photographer, production assistant, producer, cinematographer/editor. KPIs: Increase awareness of Illinois as a tourism destination Challenge: The Illinois Office of Tourism’s primary mission is to drive awareness of the incredible experiences available throughout the state. Tourism in Illinois generates approximately $83 billion in revenue for local businesses and contributes more than $4 billion in state and local tax revenue annually. At the heart of the state’s promotional efforts is its flagship website, EnjoyIllinois.com. As the agency of record, TimeZoneOne was tasked with redesigning the site to support a major brand relaunch in 2017, while also producing rich content to bring the campaign to life. The scope included: Redesigning and relaunching the website in six languages (English, Spanish, German, French, Italian, and Japanese) Completing all work within a four-month window Coordinating a 10-day video production trip across Illinois to capture stories of 15 local artisans for the Illinois Made series (eventually over 30 were created) This ambitious campaign required careful coordination between our digital, creative, and production teams—alongside the Illinois Office of Tourism’s internal stakeholders and translation partners. Outcomes: The redesigned site launched successfully on time and in full multilingual support, delivering a significantly enhanced user experience and a strong foundation for the new campaign’s storytelling strategy. The Illinois Made video series created authentic, visually compelling narratives that helped humanize the state’s tourism brand and celebrate its creative small businesses. Website: EnjoyIllinois.com Sample of featured artisan stories: Mississippi Mud Pottery – Alton, IL Whiskey Acres Distilling Co. – DeKalb, IL Lagomarcino’s – Moline, IL Additional Campaigns TimeZoneOne The following are some notable campaigns that may be of interest Chicago Wolves 25th Anniversary Role: digital strategy, marketing strategy, PPC specialist, Video Producer https://timezoneone.com/the-work/case-studies/chicago-wolves/ Wolves – No such thing as too much hockey Campaign Slapshot :30 Spot https://www.youtube.com/watch?v=HF8vFGp1Pbg Zamboni :30 Spot https://www.youtube.com/watch?v=I1Jai4Oe67Y Penalty Box :30 Spot https://www.youtube.com/watch?v=AkaR6IoGlkc Garrett Popcorn – Ecommerce GTM Role: Digital Strategy, PPC/Meta Specialist https://timezoneone.com/the-work/case-studies/garrett-popcorn/ Saint James School of Medicine Role: Digital strategy, Marketing strategy, Video Producer https://timezoneone.com/the-work/case-studies/saint-james-school-of-medicine/