Have Laptop—Will Travel
Profile of Stephen Lashley
Who:
Stephen Lashley
168 Thrasher Street
Norcross, GA 30071
404.316.5235
stephen@mycopyrightnow.com
What:
Strategic Brand and Tactical Content Development
Why:
So you can secure the talents of a high-technology veteran, someone who has helped to launch entire companies, products and new marketing initiatives. Someone whose work repositioning a firm into a stellar IPO contributed to both an ADDY and an Excellence in Business award. Someone skilled in concepting, positioning and executing campaigns through all forms of media including interactive, print, PR and broadcast.
How:
With over two decades of experience building brands that deliver.
I currently operate as an independent brand strategist and copywriter, focusing over twenty-five years of total professional experience to create solid brands for a variety of B2B clients. My client roster has included everything from industry leaders such as UPS, Alion and Allscripts to unique, highly-specialized projects such as Georgia Memory Net and the D-Day Squadron. My work entails extensive discovery, including interviews of both clients and their customers and extensive analysis of the competitive environment. It proceeds to rigorous concept development sessions to identify tactical issues, plan go-to-market strategies and forge new brand identities. It finishes with content development of all forms from taglines, to white papers, bylines and case studies, to complete digital makeovers. The cornerstones of my philosophy are adaptive listening, teamwork and a desire to see my clients succeed.
By serving as Director of Communications as part of an effort to make history.
For 17 months, I supported the mission of the D-Day Squadron to lead a fleet of restored WW2 C-47 aircraft as part of a flyover of more than 30 international aircraft, dropping 250 paratroopers over the shores of Normandy, France. As Director of Communications, I helped coordinate publicity and media coverage for this group in time for the 75th anniversary of D-Day, which resulted in coverage from 195 accredited media including The New York Times, CBS News, NBC News NY and USA Today. While the mission is complete, I continue to work with the D-Day Squadron in an advisory role as the group is working to transform significant brand equity to accommodate a new mission for the future.
By working on one of the largest Web site executions in existence.
For sixteen months, I worked under contract with UPS and developed content for their Web site redesign project. I mastered an extensive Content Management System, producing copy for all domestic and international versions of the site (100,000+ pages). In addition to copy deployment, I led the team that developed the subnavigation architecture and processed internal language translations for the project.
By working as a senior writer and brand developer at charbaxter.communications.
For over two years, I worked with this advertising/marketing agency that specializes in high technology and other intelligent markets. My experience there covered a wide range of industries including Telecommunications, Healthcare, e-Learning, Software (ERP, CRM, Application Integration-just to name a few), Human Resources, Financial Services, Sales Training and various B2B Consultancies.
By working as a copy editor for Year One, Inc.
For four years, I worked as a copy editor and writer for this industry leader in automotive technology. As copy editor for the firm’s in-house graphics department, I managed four writers in a deadline-driven environment, and supervised copy development for the company’s nine catalogs (7000+ pages). My editorial duties included writing for Year One’s Restoration Review, a publication geared to the automotive enthusiast. I started with this firm as a copywriter, and was promoted to the position of copy editor after only seven months.
By working as a freelance marketing/advertising consultant.
For one year, I functioned as a freelance consultant, providing advertising concept and logo design for Lodging Management Systems, a software provider to the hospitality industry. I also served as a market strategist for the Maryland Citizen, a political journal located “inside the beltway”, where I created promotional strategies and wrote most marketing materials for the publication’s launch.
By working as an account executive and advertising writer/designer.
For about one year I worked as an account executive for the Maryland Pennysaver, a direct mail advertising publication, and National Campus Products, a scholastic sports advertising firm. My work included the generation of multiple new accounts, and the conceptualization of effective advertising needed to maintain those accounts. In the case of N.C.P., I also hired and trained new representatives to expand their Delaware/Maryland territory.
With a BA in Communications from Loyola College.
I hold a Bachelor of Arts Degree in Communications with a specialization in Advertising from Loyola College in Baltimore, MD.
Where:
I live in Atlanta, but I am willing to travel as needs require.
When:
Available immediately.
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