Company: Bristol Global Mobility, Phoenix, AZ
Company Description: Founded in 1997, Bristol is an independently owned and operated global relocation management company headquartered in Phoenix, AZ. With a focus on connection and hospitality, the company manages global mobility in ways that create consistent value for clients and meaningful move experiences for their relocating employees.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketer of the Year
 Nomination Title: Melissa Heinlein, Director of Marketing
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated individual's achievements since January 1 2023, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 193 words used.
Melissa Heinlein, Bristol's Director of Marketing, rebranded our company in 2024 nearly entirely by herself. She project managed the rebrand efforts from conception to execution and personally led and/or executed on every single deliverable from graphic design to video to website construction and web copy. Some copywriting and proofing was handled by other marketing team members, and the rest was entirely of her hand.
Melissa, nicknamed in the industry "Meek Mel," is the most humble professional. She is mild mannered and lets her expression and her boldness come through in her design/marketing work. She silently created Bristol's loud and powerful rebranded identity this past year.
Melissa worked for one other company in our industry before Bristol, but she shook off 10 years of working there and completely immersed herself in Bristol's culture year 1. After a short time with us, she got a feel for how to best rebrand us and capture our essence and the energy that makes us different. She then proposed a rebrand, got the budget approval, and led an entire rebrand of the company, top to bottom. Every attachment in this entry, from video to image, she touched.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2023 that you wish to bring to the judges' attention (up to 250 words):
Total 184 words used.
In the following areas, Melissa's achievements realized through the company's rebrand include:
- Social media
- Significantly increased Bristol’s brand awareness and engagement on LinkedIn
- LinkedIn posts: 7 in 2023; 137 in 2024. +1,857%
- LinkedIn interactions: 429 in 2023; 10,146 in 2024. +2,265%
- LinkedIn clicks: 0 in 2023; 138 in 2024.
- LinkedIn shares: 7 in 2023; 320 in 2024. +4,471%
- LinkedIn impressions: 10,757 in 2023: 277,218 in 2024. +2,477%
- HubSpot
- Self-taught on the CRM & CMS functionality including email marketing, social media, website pages, landing pages, lists, forms, contact and company properties. In addition to learning the platform, the outcome is an achievement, too: streamlined marketing efforts, increased efficiency, and cost savings for Bristol.
- Website
- Designed, built, and launched brand new 22-page website in 2 weeks
- Implemented landing pages for the first time at company
- Created an interactive resource library
- Brand refresh
- Proposed, researched, developed, and implemented brand refresh in less than one year – fully in-house
- Created color palette
- Created company logo and logomark
- Selected brand font
- Established visual identity (design application of marketing materials, presentations, documents, etc.)
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 183 words used.
- Social: The extremely low baseline cited earlier is unheard of for an established relocation management company like Bristol. Bristol now hovers around #5 among our competitors in terms of new followers, total posts, and total engagement.
- HubSpot: Learning the platform without onboarding or training demonstrates self-motivation, versatility, technical skills, and strategic thinking.
- Website: Web development and design is typically outsourced or completed in tandem with developers and web professionals.
- Brand refresh: Conducting and managing a brand refresh fully in-house is relatively uncommon in any industry. To have the design skill and management skills to successfully execute a high-quality, competitive refresh without consulting an agency is a reflection of Melissa’s expertise. In speaking to our competitors, we don't know of a single one that recently rebranded without agency or freelance assistance.
Bristol's President — who has seen the company through another brand refresh exercise years before — when addressing Bristol's employees before they were shown the rebrand said, "I'm certain that, like me, you will come away thinking Bristol must have hired a professional Madison Ave marketing agency to design this new brand."
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 201 words used.
Attachments include:
- Bristol-Brand-Refresh-Research-and-Before-and-After: Start here to get an idea of where the brand started as compared to where Melissa developed it and the research she conducted along the way.
- Bristol-Brand-Strategy-News-Release_October-2024: See how the brand refresh intention and meaning was packaged for the public in our press release published on the day we publicly rebranded.
- Better-With-Bristol-Campaign-Brand-Refresh: See how the intention behind the brand refresh, which conveyed an embodiment of the company’s ideals and the promise that Bristol will deliver “better” for our stakeholders got turned into a social media campaign by Melissa.
- Bristol-Brand-Identity-Guidelines: See the document Melissa created and maintains to manage the brand to this day.
- Bristol-Brand-Refresh-Teaser-Video: See how Melissa built excitement for the rebrand launch both internally and externally.
- Bristol-Brand-Refresh-Launch-Video: See how Melissa first launched the new brand in the marketplace.
- Bristol-Brand-Refresh-Recap-Web-Traffic-Stats: See the success associated with the rebrand from the public’s engagement.
- Bristol-Brand-Website-Old-Brand-VS-Rebrand-Webpages: Find another example of how much our website personality and functionality was enhanced.
- Finally, please check out our refreshed website live, which was entirely of Melissa’s doing (outside of the first draft of the copy, developed by another team member; Melissa, did, however, work on editing the copy with said team member): https://www.bristolglobal.com/
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