Skip to content
Ryan Morgan

Featured case study — 01

ASG Inc.Building themarketing function.

Marketing Strategy • Leadership • Social • Paid • Internal Communications • Campaigns

Role
Marketing, in-house
Team
3 direct reports
Scope
External + internal
Status
In-house work

I was selected to help build ASG's marketing department from the ground up. With limited resources and a small budget, I helped set up the core marketing strategy, company communications and digital marketing processes, and eventually managed two digital designers and one intern.

Select materials shown. Confidential company information has been left out.

Impact

The numbers

Figures reflect ASG's company LinkedIn page and paid LinkedIn campaigns during my time there.
Organic LinkedIn growth
Organic LinkedIn growthCompany page followers, organic only
LinkedIn followers
LinkedIn followersApproximate, over my time at ASG
Paid impressions
Paid impressionsLinkedIn advertising
Paid reach
Paid reachLinkedIn advertising
Direct reports
Direct reportsTwo digital designers, one intern
Avg. website-ad CTR
Avg. website-ad CTRLinkedIn website-visit ads

Building the function

Build. Scale.Systemize. Grow.

  1. 01

    Build

    Helped establish ASG's marketing function, including mission, vision and foundational marketing planning.

  2. 02

    Scale

    Helped grow the department to five people and managed two digital designers and one intern.

  3. 03

    Systemize

    Implemented marketing and communication tools and processes including Hootsuite, Microsoft Teams and SharePoint.

  4. 04

    Grow

    Grew ASG's LinkedIn audience organically from about 2,800 to 6,000 followers while supporting organic, paid, email and print marketing.

External marketing

Owning the voice.

  • Social media management
  • Lead departmental copywriting
  • Organic content
  • Email support
  • Print
  • LinkedIn advertising
  • Analytics
  • Social listening

Selected creative — ASG

  • LinkedIn campaign

    Role
    Strategy / Copywriting / Creative Direction
    Channel
    LinkedIn
    Objective
    Brand Awareness

  • Paid social creative

    Role
    Copywriting / Creative Direction
    Channel
    LinkedIn Ads
    Objective
    Website Traffic

  • Print piece

    Role
    Copywriting
    Channel
    Print
    Objective
    Awareness

Internal communications

Building culture internally.

Marketing wasn't only for external audiences. I built internal communication channels in Microsoft Teams and SharePoint and created recurring employee-engagement programs to strengthen company culture across a remote and hybrid workforce.

One example is The Challenge, a recurring employee-engagement program that got people across teams taking part and talking to each other.

Internal product launch

Introducing AMICA.

Making a new internal AI tool approachable, memorable and easy to adopt.

The challenge

ASG was preparing to introduce a company-specific AI assistant to its workforce. The challenge was helping employees understand what it was, why it mattered and how it could make their work easier.

The idea

Humanize the technology.

Instead of positioning AMICA as another piece of enterprise software, the campaign presented it as an approachable workplace companion. Fittingly, amica means "friend" in Latin.

My role

  • Launch Strategy
  • Positioning + Messaging
  • Copywriting
  • Creative Direction
  • Video Direction
  • Internal Communications
  • Employee Adoption

"Your new favorite co-worker."

  1. 01 · Week one

    Build curiosity

    • — Teaser videos
    • — Employee activity
    • — Microsoft Teams engagement

  2. 02 · Week two

    Introduce the product

    • — Brand reveal
    • — Capabilities video
    • — How-to content

  3. 03 · Week three

    Drive adoption

    • — Official launch
    • — Employee education
    • — How-to lunch sessions

Select materials shown. Additional campaign strategy and internal assets are confidential.

Integrated campaign strategy · Proposal

Unplug from work.Plug in at home.

The challenge

Build a campaign that encourages EV drivers to use Level 1 home charging instead of relying on faster public charging.

The insight

After work, people don't want another errand.

The idea

Reframe slower home charging around convenience, not speed.

Functional benefit

Skip another stop after work.

Emotional benefit

Your workday is over. Go home, unwind and let the car charge.

Behavioral objective

Increase use of home charging.

Channel framework

  1. Email01
  2. Print02
  3. Paid03
  4. Social04
  5. Incentive05

One central idea, adapted across consumer touchpoints to reinforce the same behavioral message.

  • Campaign Strategy
  • Copywriting
  • Consumer Messaging
  • Email
  • Social
  • Print
  • Paid Media

Select strategy materials shown. Additional campaign strategy has been left out to protect confidential company information.

Employer brand

Partnered with Talent Acquisition to support ASG's presence on Glassdoor and Indeed through company updates, profile presentation and review responses.

Strategy

  • Marketing planning
  • Campaign strategy
  • Launch strategy

Execution

  • Copywriting
  • Social + paid
  • Email + print

Leadership

  • Creative direction
  • Managed 3 reports
  • Internal comms

Next project — 02

ETRNL YOUTH

Explore case study →