Project Management Case Study: Integrated Launch Campaign for GE Life Sciences

I led the process and managed client interactions to successfully deliver a multi-channel product launch campaign. The deliverables included digital and print brochures, an interactive iPad sales presentation, multiple e-blasts, print and digital ads, direct mail promotion, microsite, trade show booth graphics, as well as a product video.

Print Brochure

I led a discovery meeting to understand the purpose of the brochure, and its target audience and key objectives. The client approved a creative brief, aligning on objectives, tone, and visual approach. After finalizing the scope, I developed a timeline and coordinated with writers, designers, and subject matter experts. Once the brochure was presented, I managed copy and visual changes to incorporate client feedback. Throughout the process, I maintained open communication, ensuring clear, engaging content and timely delivery.

Interactive iPad sales presentation

For the interactive iPad sales presentation, I was instrumental in defining goals and key messages during the discovery phase and aligned with the client on a creative brief. My team developed wireframes in-house and created a Keynote presentation optimized for iPad, with interactive elements like animations. I managed content ensuring the scientific data was accurate and engaging. After client feedback and testing, I delivered the final product on time.

Print and digital ads

For the print and digital ads, I aligned with the client on messaging and target audience, then worked with designers and a copywriter to create compelling visuals and content. The client handled media placement through their internal department, while I managed revisions and ensured all ads were delivered on time and met platform specifications.

Video

For the Fortem promotional video, I coordinated with the client to define the key messages and target audience. I worked with a scriptwriter and video production team to ensure the content was engaging, clear, and scientifically accurate. I oversaw the production process, from script approval to final editing, managing client feedback and revisions along the way. The video was delivered on time, meeting both educational and promotional goals.

Key Achievements

  • Increased Efficiency: Successfully addressed inefficiencies in GE's bioprocess film product lines by positioning a unified solution, resulting in streamlined communication and stronger brand recognition.

  • Enhanced Brand Engagement: Through a multi-platform approach, the campaign achieved high engagement across digital platforms, showcasing GE's innovation in single-use technology.

  • Client Satisfaction: Maintained a high level of client satisfaction by consistently delivering on project milestones and adapting to evolving campaign needs.

My Role and Responsibilities

  • Strategic Leadership: Directed campaign strategy and planning to position GE Life Sciences as a market leader in single-use bioprocess technology, highlighting Fortem's unique advantages. Developed key messaging and educational content, including technical white papers and infographics, and established clear objectives, target audiences, timelines, budgets, and tracking systems for a cohesive, effective campaign.

  • Project Management: Managed cross-functional teams to deliver a cohesive campaign that included digital, print, and video content. Ensured on-time delivery within the project timeline and budget.

  • Client Relationship Management: Acted as the main client contact for GE Life Sciences, coordinating regular updates, feedback sessions, and strategy realignments as needed to meet client expectations.

  • Creative Direction and Oversight: Collaborated closely with creative teams to ensure that visual assets, messaging, and branding were consistently aligned with the campaign’s objectives. Provided feedback and guidance to maintain high-quality deliverables.

  • Campaign Implementation: Oversaw the execution of various campaign elements across multiple channels, including website, mobile, and tablet interfaces, ensuring an integrated and seamless user experience.