Valerie Bromann - Freelance Content Marketing and Website Management

Content Management & Design

Valerie Bromann - Freelance Content Marketing and Website Management

Content Management & Design

LYRIC OPERA OF CHICAGO

As the Manager of Digital Content and Analysis for Lyric Opera of Chicago I direct the day-to-day operations of the website, create and optimize digital content, and spearhead new online initiatives.

Some of my responsibilities include:

  • Writing and laying out copy for sales landing pages, microsites, and special projects.
  • Updating the website in Episerver CMS and maintaining a cross-department content calendar.
  • Performing keyword research and optimizing digital content for SEO.
  • Tracking and analyzing metrics in Google Analytics, Google Search Console, and Moz Pro in order to provide recommendations for website design decisions and web content.
  • Setting up and launching e-commerce subscription, ticketing, and merchandise sales functionality online.

Lyric Opera Website Redesign

In 2019 I project managed a full website redesign and content migration for Lyric Opera. During this time I met with our developers and an internal team to define our goals, assess needs, brainstorm ideas, develop wireframes, plan designs, and test new functionality, all while managing expectations against budget.

Once the backend was ready, I oversaw a small team of web editors to organize and migrate 3,000 pages from Sitecore to Episerver CMS. Taking on the bulk of the pages myself, I audited, edited, rewrote, laid out, and optimized content while proofing and making recommendations for others in order to create a consistent experience across the website that adhered to the design guidelines.

The new website launched in May 2019 and set the groundwork for further branding work to come.

Since launching in May, year over year our search visibility more than doubled allowing for an 8% increase in organic Google referrals, we’ve seen 20% more traffic to the website, and there’s been a 10% decrease in pages per session because visitors are finding the information they need immediately due to streamlining redundant pages, rewording confusing page titles, and reorganizing the navigation.

Move the sliders below to see the difference between the old website and the new one

Homepage

Lyric Opera Homepage - OLDLyric Opera Homepage - NEW

Production Page

Content Page

Ryan Opera Center - OLD PAGE

ADDITIONAL WORK

Eat! Be Mary!

Designed and crafted daily social media posts on Instagram, Facebook, and Twitter and delivered engaging pre-, in-, and post-contest updates for competitive eater, fashion designer, and personality, Mary Bowers.

Tools used:

  • Buffer
  • Canva
  • Photoshop
  • WordPress
Mallow Out -Writing over a pink background with a cup full of marshmallows and a woman holding a parasol,
Life Is Better When You're Upbeet - text with a cartoon beet
#ChillOut - text over a pink background with scoops of multicolored ice cream
You're the Apple of My Pie - Text on a top of a cartoon apple, in front of an image of an apple pie and a photo of a woman wearing a red apple costume.
Screenshot of a webpage from Amber Marlow's wedding blog.

Amber Marlow

Wrote blog posts using questionnaire and photography references and laid out content and images in a n Squarespace blog for New York wedding photographer Amber Marlow.

Tools used:

  • Squarespace

Writing Samples:

Amber Marlow

Wrote blog posts using questionnaire and photography references and laid out content and images in a n Squarespace blog for New York wedding photographer Amber Marlow.

Tools used:

  • Squarespace

Writing Samples:

Screenshot of a webpage from Amber Marlow's wedding blog.

Mat Labotka

WordPress website design and development using modified theme for a New York-based actor, improviser, and voiceover artist.

Tools used:

  • WordPress
  • Photoshop
Screenshot of headshot and main page of Mat Labotka's website.

Silly America

A road trip and roadside attractions blog that receives over 5,000 sessions per month (280% increase, January 2019 vs January 2018) and has more than 5,500 Instagram followers.

Write weekly SEO-driven blog conte, create daily social media posts, design Instagram stories, and create augmented reality Instagram filters to generate traffic and encourage engagement.

Tools Used:

  • Buffer
  • Canva
  • Later (Social Media Management)
  • Mailchimp
  • Photoshop
  • Spark AR
  • Tailwind
  • WordPress
Screenshot of the Silly America Website
You're Out of This World - Flickering Text and moving hearts behind a Muffler Man roadside attraction holding a rocket that says "Launching Pad"
Road Sign Bingo - Road Trip Car Games - Bingo Cards with Road Signs on them Against a Blue Background
Screenshot of the Silly America Website
You're Out of This World - Flickering Text and moving hearts behind a Muffler Man roadside attraction holding a rocket that says "Launching Pad"
Road Sign Bingo - Road Trip Car Games - Bingo Cards with Road Signs on them Against a Blue Background

Silly America

A road trip and roadside attractions blog that receives over 5,000 sessions per month (280% increase, January 2019 vs January 2018) and has more than 5,500 Instagram followers.

Write weekly SEO-driven blog conte, create daily social media posts, design Instagram stories, and create augmented reality Instagram filters to generate traffic and encourage engagement.

Tools Used:

  • Buffer
  • Canva
  • Later (Social Media Management)
  • Mailchimp
  • Photoshop
  • Spark AR
  • Tailwind
  • WordPress

Email Design

Lyric Opera of Chicago

Designed email templates and deployed marketing and customer service emails to segmented lists. Developed automated performance-based messaging. A/B tested emails and measured results.

Meet, Plan, Go!

Designed, edited, and deployed monthly email newsletters. Produced print and digital handouts and marketing materials for attendees of the 2012 national event. Created and analyzed digital surveys for event attendees.

Screenshot of an email from MeetPlanGo with hot hair balloons in the header,
screenshot of Lyric Opera email with Watch Lyric's 2016/17 Season Header

SKILLS

University of Illinois
Speech Communication, Bachelor of Arts

DePaul University
Writing, Master of Arts

CMS

Episerver

Joomla

Sitecore

Squarespace

WordPress

ESP

Mailchimp

Mail2

Prospect2 (ActiveCampaign)

Vertical Response

Wordfly

SKILLS

HTML
CSS
Adobe Photoshop
Adobe Illustrator
Tessitura (CRM)
BrightEdge (SEO)
Moz Pro (SEO)
Google Analytics Certified