Matthew McMullen
Marketing Strategist
There’s a hidden assumption behind every decision. When we find it, we’ve found success.
Positioning, insights, copy, and campaigns for companies that need both innovation and experience. Agency-trained, in-house tested, consultant-run.
Currently taking on work.
Matthew@MatthewMcMullen.com
Selected work
Africa — In Our Traveler’s Words
In the high-end, bespoke safari market, referrals are the low hanging-fruit. Travelers want to be sure they’re going to get the wild but comfortable experience they’ve always imagined. They need to build trust.
Rather than send out the standard location/trip catalog, we pivoted to a pure testimonials brochure written by the travelers themselves, accompanied by the travelers own photos.
The Most Human Form of Healing.
Surgeons need data, specifications, warnings, and regulation text. But numbers and technical content don’t move people. In promoting new innovations in tissue transplants, we wrapped all the technical requirements in a very human wrapper. The resulting materials allowed quick entry into very dense reading.
Let’s talk about identity theft.
Identity theft can be such an abstract idea…until it’s not. How do you make identity theft into something fresh and interesting enough to entice people to a conference? Bring the identity theft concept to conference imagery.
I took the road less traveled… and the tires made all the difference.
Summer is filled with so much potential. How do you hijack that feeling to sell tires? Subtly remind the audience that their current tires may not be good enough for potential of the upcoming summer.
Justin Case, Solution Specialist
Discount auto insurance companies often trade approachability and trust for affordable insurance. A small lizard. A cartoon military man. The goal is just to get attention the attention of someone who needs to save money. But, in general, customers didn’t feel good about it.
Enter Justin Case, a very approachable, very relaxed office worker who is ready to take your call. He builds trust while saving money. And his name alone is enough to get attention.
How I work
A marketing department that fits in the budget you have.
Strategy & positioning
Competitive analysis, brand voice, and a marketing plan with numbers attached to it.
Copy & content
Web, email, brochures, video scripts, SEO. Every format, B2B and B2C.
Campaign execution
Built and launched in your CMS and email platform, with vendors and freelancers managed.
Measurement
GA4, funnel and list analytics, and budget moved toward whatever is actually converting.
Industries: Consumer packaged goods · Medical device & biotech · Luxury travel · Wine & wineries · Real estate services · Financial services & payments · Building products · Automotive · Insurance · B2B professional services
Tell me what isn’t working.
Most of my engagements start with someone describing a marketing problem out loud for twenty minutes. That conversation is free, and it usually surfaces the answer.