Field and Stream
Field and Stream is an outdoors persons paradise. The objective for this client was to build and differentiate
from their competitors (Cabella’s, Walmart etc.) I worked with a team to create a distinct content strategy, which
included a distinct voice, pillars, publishing mission and content.
Huffy Bicycles already had a cohesive content strategy. My objective was to find new opportunities. By looking at
analytics and insights, I was able to identify content gaps. I worked with teams to make that content. I was also
able to integrate marketing objectives seamlessly into content needs as a way to not only highlight Huffy’s
products and services, but also drive traffic to necessary websites.
This was Westinghouse first foray into social media. Their size, scope and social needs called for two distinct
content strategies and pillars to differentiate their two types of businesses. Based on persona research, we looked for opportunities for content overlaps.