https://www.theowenharris.com/contact daily 0.75 2024-09-17 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/1cf0d8de-7d6a-4748-bf5c-fc56b495bf09/Owen+-+Iceland.jpg https://www.theowenharris.com/work daily 1.0 2024-09-18 https://www.theowenharris.com/work/brandmanagement monthly 0.5 2024-09-17 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/89277953-720b-44e9-adf5-ef3205f6e880/IMG_0216.JPG Work - Brand Management I had the exciting opportunity to lead the complete rebranding of a 125-year-old company, leveraging a strategic good-better-best approach. At the pinnacle of this transformation is ROAR, Royal Cup Coffee's premier line of coffee and tea. This video highlights how we meticulously crafted the brand to reflect superior quality, impactful visuals, and a clear, compelling message, embodying the very best of Royal Cup. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/931022f4-9749-4c53-97aa-924d4d73746d/Secure+SS.png Work - Brand Management During the early development of WaveLink Secure, I spearheaded the creation of comprehensive branding and messaging guidelines. Consistency in language and visuals was critical for shaping a strong, cohesive brand identity, and these guidelines played a pivotal role in establishing the foundation for WaveLink Secure's distinct presence in the market. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/012a40a4-778b-48fd-b541-6186f9b9613b/FCB+SS.png Work - Brand Management When FC Birmingham launched in 2021, it was essential to establish clear and cohesive branding standards for the entire club. This comprehensive guide defines the club’s core values, tone, logo usage, spacing, color palette, and typography, ensuring consistency across all touchpoints. It also includes practical application examples, making it a go-to resource for maintaining the integrity of the FC Birmingham brand. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/c7b45295-6262-4f3a-bec3-6ac4f20bf697/RC+Logo+SS.png Work - Brand Management In 2016, Royal Cup embarked on a transformative journey, updating its logo for the first time in 40 years. This bold change impacted both employees and customers, requiring meticulous planning to ensure a seamless and consistent rollout of the new brand mark. This document served as the foundation for a comprehensive brand transition, setting the stage for a successful company-wide rebrand. https://www.theowenharris.com/work/crm monthly 0.5 2024-09-17 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/edef2a07-757b-4813-ba30-fb1e1572791c/Markstein+SS.png Work - B2B Marketing In 2017, I partnered with Royal Cup's Office Coffee Division to launch the impactful "Roar4Change" campaign. For every cup of Roar-branded coffee enjoyed by our customers, we contributed to neverthirst, an organization dedicated to building wells in underserved communities around the world. This campaign was featured as a case study for Markstein Strategic Marketing & PR Agency, showcasing how we seamlessly integrated a sustainability "give back" initiative into a staple of the workplace—turning every cup of coffee into a meaningful contribution to global change. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/9a508e65-fbb3-4807-b385-e11e8c330e27/HotnHot+SS.png Work - B2B Marketing Acclaimed chefs Chris Hastings, Joey Dickerson, Jorge Castro, and George Reis—culinary leaders behind Hot & Hot, Melt, Cantina, and Ocean—share their reasons for partnering with Royal Cup Coffee. This video was crafted as a powerful sales tool to showcase the exceptional value and benefits Royal Cup offers, highlighting why top chefs trust our brand. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/163b8b01-82b4-4989-bad9-11350a1a2ce9/Virgin+SS.png Work - B2B Marketing In 2013, Royal Cup was tasked with developing a signature coffee and tea brand for the highly anticipated launch of Virgin Voyages. I had the privilege of contributing to the creation of this pitch deck, showcasing two innovative concepts designed to elevate their onboard beverage experience. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/75dff4b1-95f2-4664-b454-577a2ce15f1c/KT+SS.png Work - B2B Marketing Sales has been at the core of my career, whether it’s been products, services, or cost-saving solutions. In 2016, I created this deck to pitch a new coffee program to a major convenience store chain—just one of the many successful initiatives I led during my time at Royal Cup, where I developed countless strategies to drive business growth. https://www.theowenharris.com/work/salespromotion monthly 0.5 2024-09-17 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/7be24a34-a1a2-4363-8872-ac98e0649092/Impact+SS.png Work - Sales Promotion FC Birmingham depends on sponsorships and donations to support its annual operations. To engage potential partners and benefactors, we crafted an impactful report designed to showcase the club’s value and appeal. This report was instrumental in securing FC Birmingham’s nomination for Best Young Non-Profit by the Birmingham Business Journal, highlighting the club's success and community contributions. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/c234e482-6da2-43f3-afb2-9f2fee018238/Poster+SS.png Work - Sales Promotion In 2024, WaveLink Secure expanded its sales strategy by launching both direct-to-consumer (DTC) and dealer network channels. This marked a significant evolution in how we reached and served our diverse customer base. To support this dual-channel approach, we developed a comprehensive brochure designed to seamlessly assist both consumers and dealers. Tailored for maximum versatility, the brochure highlights the key features, benefits, and value propositions of WaveLink Secure, making it an essential tool for driving sales across both platforms. It serves as a critical resource, empowering dealers to effectively communicate our product's strengths while also providing direct customers with a clear, engaging introduction to WaveLink Secure’s offerings. This strategic move reflects our commitment to expanding market reach and delivering exceptional service through multiple touchpoints. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/08219d8a-11c9-4a54-b687-b32168a007bd/EspresShip.png Work - Sales Promotion I launched a new distribution channel at Royal Cup, specifically designed to serve small businesses, remote locations, and home consumers. This initiative quickly scaled into a thriving department, generating nearly $25 million in annual revenue. To drive awareness and educate customers about EspresShip, we produced a sales video that not only captured attention but also won a National Addy Award for Best Sales Video, highlighting the innovation and impact of the program. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/5891e104-0529-4a7a-9c28-6a5c930c9de1/SW+BREW+SS.png Work - Sales Promotion Throughout my time at Royal Cup, I played a pivotal role in creating numerous "one-pagers" designed to empower our sales team. With an extensive inventory of over 5,000 SKUs, these concise, visually engaging cut sheets became an indispensable tool for our sales force. They provided key product information in a clear, digestible format, serving as vital leave-behind materials that reinforced our messaging long after the meeting ended. These one-pagers were carefully crafted to not only highlight product features but also demonstrate the unique value propositions of each SKU, tailored to address specific customer pain points. Whether it was showcasing a new product line, explaining brewing methods, or breaking down pricing options, these materials were essential in helping sales reps close deals and maintain strong customer relationships. They became a cornerstone of our sales strategy, equipping the team with the knowledge and confidence to navigate conversations with decision-makers in various industries. https://www.theowenharris.com/work/advertising monthly 0.5 2024-09-18 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/5694822d-f5d2-42df-8dce-cd1b0849b76b/Roy+%26+Al+SS.png Work - Digital Advertising In 2017, Royal Cup Coffee made a bold move by airing its first television commercials since the 1970s. As Director of Marketing, I had the exciting opportunity to oversee the entire production of the "Roy & Al" campaign. This series was designed to creatively highlight our route delivery services, bringing our brand to life on screen for a new generation of customers. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/19709254-e6b0-421a-ad95-ad87b4619080/TeaTim+e+SS.png Work - Digital Advertising In 2018, Royal Cup Coffee and Tea introduced three exciting new RTD iced tea SKUs, marking a bold expansion into the ready-to-drink market. This commercial was strategically developed to promote the launch of these refreshing teas in Piggly Wiggly stores throughout Alabama, driving awareness and excitement for our newest product line. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/98bca8c1-3afc-42de-ada7-183f3701f201/FCB+Promo+SS.png Work - Digital Advertising In 2021, to introduce FC Birmingham’s men’s semi-pro team, we created a dynamic promotional video designed to energize fans both on social media and in-stadium. This high-impact "hype video" was crafted to build excitement and set the tone at the start of every game, bringing the passion and spirit of FC Birmingham to life. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/df4a7fed-9a17-4f62-8dd4-9c9d63e35dbd/Protect+SS.png Work - Digital Advertising WaveLink Secure needed a compelling video to educate lake-goers on the importance of safeguarding their property with our device. This video was crafted to deliver a clear, visually engaging message, making it easy for viewers to understand why WaveLink Secure is a must-have for their lakefront homes. https://www.theowenharris.com/work/digitalmarketing monthly 0.5 2024-09-18 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/b310c8e9-b656-4c66-bc7d-e5260ef626a6/WL+Web+SS.png Work - Website & App Development In 2022, WaveLink Secure launched a website to educate consumers about the dangers of Electric Shock Drowning (ESD) and highlight our solution. With limited awareness of ESD, the site provided vital information on how our device works and why it’s essential. It also established credibility with investors, helping us successfully raise $1.5M to bring the project to market. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/3d20c496-1aab-4251-a5d4-f52a1a916696/RC+SS.png Work - Website & App Development In 2016, I transitioned into the role of Senior Manager of Digital Business at Royal Cup, where my top priority was to revamp the corporate website and online store. Leading this initiative, I spearheaded the integration of our digital platform with our ERP system (SAP), enabling seamless EDI billing, online payment solutions, and streamlined inventory management. This transformation not only enhanced the user experience but also optimized internal processes, driving efficiency and elevating Royal Cup’s digital capabilities. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/578e90b3-f87c-4dd8-988a-f3dc9ccb9209/FCB+Web+SS.png Work - Website & App Development FC Birmingham operates as a 401(c)(3) nonprofit organization dedicated to serving the youth of the greater Birmingham area. This website was thoughtfully designed to engage players, fans, and donors, providing a comprehensive resource to stay connected with the club’s activities. It serves as an essential platform to raise awareness, generate interest, and inspire community support for our mission. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/f7c3f280-6219-4f77-b607-51461a2aa0e6/Mobile-App_TMB.jpg Work - Website & App Development In 2024, we introduced the WaveLink Secure App on both Apple and Android platforms. This innovative app not only delivers essential real-time information about dock safety to users but is continuously evolving to become the go-to resource for lake navigation—our vision is for it to become the "Waze of the Lake," offering an unparalleled experience for lake-goers. https://www.theowenharris.com/work/eventplanning monthly 0.5 2024-09-13 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/e7ae4a35-c39c-402c-b557-bc7ad49ba540/1+Vision+SS.png Work - Event Planning Each September, Royal Cup hosted its highly anticipated annual Sales Meeting in Birmingham, bringing together employees from across the nation. As Marketing Director, I led the team responsible for orchestrating this major event. One of the highlights for me was developing the event theme and producing the impactful "hero video" that set the tone for the entire gathering. "1 Vision" remains a personal favorite, as its powerful messaging relied heavily on compelling copy rather than visuals, making it a standout piece. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/1feab499-12ba-4ee9-bb93-cdff64ed04d0/Sloss+Fest+SS.png Work - Event Planning For four consecutive years, Royal Cup proudly sponsored Birmingham's iconic SlossFest music festival. Our marketing team, alongside enthusiastic volunteers from across the company, took charge of representing the brand at this vibrant event—and we loved every moment! This video captures our lively interactions with festival-goers, showcasing Royal Cup's commitment to connecting with a younger, more dynamic audience. The sponsorship was a key initiative in rebranding Royal Cup, shaking off its "grandparents' coffee and tea" image, and positioning it as a fresh, modern choice for today's generation. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/e250a18f-6e1b-4f3e-8ecc-83ba801b530b/SIP+SS.png Work - Event Planning In 2016, Royal Cup hosted a dynamic event at Trim Tab Brewery aimed at bringing together young entrepreneurs and seasoned business leaders. The event, titled SIP – Sharing Inspiring People, fostered a lively atmosphere of creativity and collaboration, sparking innovative conversations. SIP not only energized Birmingham’s entrepreneurial scene but also served as a forerunner for the many entrepreneurial events that now thrive in the city, showcasing Royal Cup’s commitment to supporting Birmingham’s vibrant business community. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/0456a850-87d0-46ac-9cf9-986b14afee01/IMG_2044.JPG Work - Event Planning Trade shows and conferences were an integral part of life at Royal Cup, and I had the privilege of organizing dozens of them annually. Each event was an opportunity to push the boundaries of innovation, educate our audience, and ensure everyone had an unforgettable experience! https://www.theowenharris.com/work/productmanagement monthly 0.5 2024-09-17 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/efcd4ddf-0750-46b5-a211-5751849f9827/IMG_1273.jpg Work - Product Management In 2021, I embarked on an exciting journey with WaveLink Secure as its first and only employee, where I had the unique opportunity to lead the entire product development process—from concept to consumer. I played a key role in designing the product, packaging, and all accompanying materials. Taking an idea from the ground up and transforming it into a consumer-ready product was an incredible experience, and I’m proud to have led this remarkable process. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/28c8fa53-e7fa-49bc-83ac-608e11b00828/Product+Management_TMB.png Work - Product Management In 2018, Royal Cup Coffee made the strategic decision to enter the RTD Cold Brew market. I collaborated closely with multiple departments to develop the product, source packaging, and design the bottle and all associated launch materials. This effort culminated in a successful partnership with Walmart, launching our Cold Brew product in over 100 stores across the Southeast, marking a significant expansion into the ready-to-drink category. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/67f5c97e-b724-4493-8912-c12ee48d0c18/Cup+%26+Lid+SS.png Work - Product Management Cups and lids represent one of the largest product categories in Royal Cup's inventory. However, until 2015, navigating the extensive range of options was a challenge for both sales staff and customers. That changed with the creation of the Cup and Lid Booklet, providing a streamlined, user-friendly guide to explore the full array of choices—making it easier than ever to find the perfect solution. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/0b3ba66f-34ac-42fd-bc77-3ea50f386ada/Merch+SS.png Work - Product Management In marketing, brand consistency is key—even when managing your own sales team. While their intentions are always good, it's easy for them to stray from the brand guidelines without the right tools in place. To ensure cohesive branding across all touchpoints, we developed this catalog as a go-to resource for managing merchandising, keeping everyone aligned and on-brand. https://www.theowenharris.com/work/marketresearch monthly 0.5 2024-09-12 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/bfc61f1f-86d5-4e32-8695-f60bfad05302/Research+SS.png Work - Market Research In 2017, Royal Cup Coffee embarked on a strategic journey to create brands that resonated with its diverse customer base. As Brand Director, I was tasked with leading the charge, ensuring every branding decision was data-driven and aligned with our vision of revitalizing a century-old company. This initiative was all about crafting targeted, meaningful brands that truly connected with our customers. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/c7de73d5-939a-46fc-8cba-e85ef3617d5d/Consumer+Trends+SS.png Work - Market Research For key customer presentations, we strategically developed slides showcasing market trends to guide and influence decision-makers. This particular deck, highlighting consumer trends in the beverage industry, played a pivotal role in securing a multi-million-dollar client, demonstrating the power of data-driven insights in driving impactful decisions. https://www.theowenharris.com/work/contentmarketing monthly 0.5 2024-09-13 https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/1ad1d1a0-14b7-4105-a0f2-9c5df21cf907/International+Coffee+Day.png Work - Content Marketing There’s no bigger celebration at a coffee company than International Coffee Day! This fun and engaging video was shared across our social media platforms and with clients, encouraging everyone to savor their favorite cup of coffee and enjoy the moment. A perfect way to connect and spread the love for coffee on this special day! https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/4e1ab06a-e39a-4977-9a7a-c7b8c33ff7a9/Poker+Run+SS.png Work - Content Marketing WaveLink Secure took center stage as the lead sponsor of the Poor Man Poker Run at Lewis Smith Lake, where each sponsored dock brought a unique theme to life. Our dock embraced the playful theme "WaveLink...Ducking Electricity," adding a splash of creativity to the event. This lively video, crafted for social media, captures the energy and fun of the day, showing just how much of a good time everyone had! https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/5ff98c9d-525b-4748-9c55-5354516876b7/RC+SUS+Report+SS.png Work - Content Marketing In 2015, I had the privilege of joining Royal Cup Coffee’s inaugural Sustainability Committee, playing an active role in shaping the company’s sustainability efforts. Beyond my committee involvement, I had the honor of writing, designing, and publishing Royal Cup’s very first Sustainability Report, showcasing our commitment to environmental responsibility and sustainable practices. https://images.squarespace-cdn.com/content/v1/66d085dc81646126b35f7ba7/7faa8ed6-af95-46b7-96c1-646d7d428c78/Bridging+Generations.png Work - Content Marketing This video was created to symbolize a pivotal moment in the Smith family business—transitioning leadership from one generation to the next. Since the 1950s, the Smith family has been at the heart of the company, and this visual presentation beautifully captures the significance of family in their legacy. The bridge featured in the video serves as a powerful metaphor for the enduring strength and continuity of their business across generations.