Content strategy & production
During my tenure at Silicon Valley Bank (SVB), I led content strategy and production around industry reports that positioned SVB and its subject matter experts as trusted advisors while providing clients with valuable insights to enhance their probability of success.
One notable project was the State of the U.S. Wine Industry Report, SVB’s marquee industry report published annually for over 20 years. In partnership with the Wine Division’s founder Rob McMillan, I spent four years crafting these reports. They provide key wine sales data and trends from the previous 12 months and predict the upcoming year’s market dynamics. The report, considered invaluable to wine industry professionals globally, averaged 120 million opportunities to see (OTS) annually, showcasing its extensive reach and significant visibility.
In partnership with the Division, I produced and conducted the State of the Wine Industry survey in print and digital via Qualtric, to gather proprietary data. I also designed and distributed a special Respondents’ Deck (roughly 100 slides) as incentive for survey participants, reviewed, edited and managed production of the public State of the Wine Industry Report (roughly 100 pages) available for download via SVB.com. Additionally, I produced a 90-minute event broadcast live from the SVB Studio at the headquarters in Santa Clara to over 6000 attendees. Finally, to ensure engagement and participation from our clients, prospects and attendee, I wrote and formatted roughly 16 email communications annually.
To promote the reports, I created promotional assets for several SVB webpages, including the SVB homepage, Signature Research page, Premium Wine Banking page and Private Bank Vintners and Winery Owners page. I also wrote and published articles on SVB’s intranet for internal promotion amongst employees. Managing a five-figure budget, I also coordinated the production of several visual assets in partnership with creative agencies.
Cumulatively, these reports drove 122,400+ total page views on SVB.com, with an average of 19.5 minutes of time on page.
Furthermore, the contents of these reports often trended on LinkedIn’s Top Stories and generated extensive earned media coverage from top-tier outlets including, but not limited to:
The New York Times, “The American Wine Industry Has an Old People Problem”
Barron’s, “Attracting Young Consumers to Wine Remains a Challenge, Report Finds”
Forbes, “U.S. Wineries Still Not Doing Enough To Attract Younger, Multi-Cultural Consumers, New Report Says”
Washington Post, “Young people are buying less wine, but the industry keeps marketing to aging boomers”
Robb Report, “Unlike Most Sectors, the Wine Industry Actually Grew During the Pandemic”
San Francisco Chronicle, “New report rings a desperate alarm for wine: Attract younger drinkers, or sales will fall off ‘a cliff’”
In addition to the State of the U.S. Wine Industry Report, I managed other significant reports, that underscored my ability to drive comprehensive digital marketing campaigns from inception to successful completion: