melissa caravella

Worked with client to understand flow of a sales appointment to guide prospects through various points of interest in the sales space.

Based on this flow, worked with creative team and architects to develop displays and select furniture that showcased the experience Chestnut Ridge at Rodale will offer. Visitors get to see, feel and hear about the in-home features, customization options, state of the art amenities and more.

Deposits received increased by 61% in the 5 months following the sales center grand opening.

Developed content calendars and financial content for consumer, business and commercial audiences to be distributed via a variety of channels: websites and blogs, print, email and social media.

Topics ranged from commercial lending and small business strategy to wealth management and personal finance.

Navy Federal Retirement Center

Developed strategy for educating users based on their current stage in their financial journey to retirement. Created and edited content, including articles, checklists, tools and other resources, to support microsite, focusing on four audience segments: beginning to save, actively saving, preparing to retire and already retired. 

Navy Federal Credit Union is the world's largest credit union, both in asset size and membership.

Led messaging strategy for women's service line, helping client to reposition based on strengths among competitors in the market. Performed on-site research with key stakeholders, reviewed existing collateral materials and audience research and collaborated with writing and creative team to develop refreshed look for women's services, with a softer, more emotional tagline and communication approach.

Created conversational, friendly approach to communicating complex health account information and collaborated with creative team to design a clean, easy-to-navigate website in keeping with the client's existing brand.

Strategy, content development, project management and creative direction for disease management print program for CVS/Caremark. Based on clinical research and CRM data, created targeted content for specific audiences, meeting required health literacy guidelines and guiding patients to take action to improve their health.

Managing editor for quarterly women's health magazine, coordinating email campaign and promotional materials for live women's health event.

Geographic challenges and increased competition in the market created a need for a new communication strategy and rollout of new positioning to referral sources in the area. The research scope included stakeholder interviews, a competitive audit and surveys of local referrers as well as patient families, culminating in a brand communication strategy and rollout plan, part of which included new messaging and refreshed collateral for physician liaisons to use during in-person meetings.

With new leadership and an expanded team, the client needed to develop a new brand story to convey to the market, and help its employees — each of which served a distinct member audience, from care providers to state legislators — understand how to convey relevant brand messaging to the audiences they serve. They also needed to refresh the look and feel of their sub-brands to present a cohesive brand family to the market.

The scope of work included a variety of audience focus groups and communications audit to inform a new brand communication strategy, communications plan, visual brand refresh and brand guidelines. I also conducted a series of internal sessions with a colleague to align the team, gain buy-in and facilitate ongoing ownership of the new brand story.

Writing, editing and strategic/creative direction for a variety of projects, including:

• infographics
• websites and interactive tools
• email campaigns
• blogs and social media
• collateral materials