Welcome to

Cristina's Work

cool ideas, beautiful design, tangible results.

My Services

Fresh Ideas

I believe in the power of ideas. Ideas that make my clients measurably better, whether they’re seeking growth or launching a new business. Ultimately, I believe it comes down to being able to immerse myself in the minds of my clients' customers. To think like them, is to be able to uncover how a brand can best connect with its customers.

Good Design

Design is a form of creative communication meant to translate a particular message to the intended audience. I don’t believe in excessiveness or trickery. An honest message that is spoken through a smart and clean design is what I live by, rely on, and deliver to my clients.

Reliable Resource

While I love the change-the-world challenge of an all-encompassing new brand launch, I am equally passionate about being your one time resource for a small project that would otherwise put your in-house team on triple-overtime. Whether you need one web banner, a logo or a full campaign, I can work with you, on your terms, in a way that’s mutually rewarding.

why me?

Creative strategist with cross-functional expertise in advertising, marketing, branding, web and print design, social media and SEM campaigns.

National and international client experience, within a wide range of industries, from healthcare to IT and many more. Skilled at combining visionary creative, conceptual thinking, analytical and project management skills.

I work hard to understand my clients’ needs, values, and unique place in the market, and then position them ahead of the competition by creating work that is an appropriate extension of their business. As it is said, excellence is not a singular act, but what we repeatedly do. The effects of my disciplined creative process are consistent, high-quality creative that makes a sustained contribution to my client’s brand and their bottom line.

For details on my work experience, visit: linkedin.com/pub/cristina-galli

what makes us a good fit?

From solid design background to top-tier eBusiness consulting and marketing leadership, I can help you and your team deliver highly-differentiated communications that grab attention and deliver tangible results.

My past and present client list includes leading names in the healthcare, biotechnology, pharmaceutical, high tech, software and financial services industries.

A flexible, low-maintenance and speedy creative resource willing to collaborate tightly with your entire team.

Extensive design, typography and copywriting skills. All Adobe Cloud applications. Basic HTML and CSS skills.

Strong client-relations and presentation skills that can help you win new business and expand current relationships.

My Work

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Changing Seacoast Lives

campaign

CLIENT: Portsmouth Regional Hospital | ROLE: Marketing lead and designer

SITUATION Portsmouth Regional Hospital was looking to generate awareness of key services in an intense competitive landscape.

STRATEGY I developed a social media and PR campaign that focused on local patient testimonials – people well known in the community whose stories of survival changed not only their lives, but also the lives of people in their community.

I structured the campaign as a first of its kind “documentary series” that would air not only on the hospital’s digital and social media platforms, but also on the local media’s platform through a unique and strategic editorial partnership. The video documentaries were announced and promoted as human-interest front-page stories in the local papers, and also on the newspapers websites as a special co-branded section called “Changing Seacoast Lives - A documentary series brought to you by Portsmouth Regional Hospital”.

RESULTS The campaign achieved unprecedented results, including a considerable jump in visibility through the newspaper's front page stories, over 60,000 hits to the YouTube videos and a major jump in the service lines volume.

View Documentary

Quality of Care

campaign

CLIENT: Portsmouth Regional Hospital | ROLE: Marketing lead

SITUATION Portsmouth Regional Hospital was challenged with patient outmigration to the larger Boston hospitals for specialized care, primarily due to patient perception that a smaller community hospital could not offer the same high-level of advanced care and technology that a larger metropolitan hospital could offer. My goal was to help change that perception and energize the service lines’ volumes with new quality-of-care messages that could not be disputed.

STRATEGY During the discovery process, I collected hospital data, awards and recognitions and formulated a series of cleverly written messages that got attention, showcased key services while they also validated our messages of quality thought independent 3rd party organizations and undisputed published quality data.

I developed and launched a multi-platform campaign that not only captured the hospital’s unique brand personality by using imagery connected to the hospital’s seaside location, but that also was an entirely new approach to promoting healthcare services, combining unconventional images with clever content. The campaign included regionally targeted TV spots in the form of 15-second bookend commercials, transit advertising, print advertisements, direct mail and radio.

RESULTS The campaign produced over 12% increase in website traffic and an 8% increase in visibility in our primary and secondary service areas.

View All TV Spots

Appledore Rebranding

identity

CLIENT: HCA NH Physicians Services ROLE: Marketing lead and designer

SITUATION HCA NH owned and operated 2 physicians’ groups in NH. While the group names were the umbrella brands for as many as 25 separate practices, the majority retained their own logos and symbols. This brand fragmentation was not leveraging the benefits associated with a larger, multidisciplinary group and was not poised to compete with emerging competitors’ consolidations. Most people were unaware of our size and strength, and consumers often perceive large health systems as offering a high-level of care and technology versus stand alone, small practices.

STRATEGY We re-branded the groups with one single group logo and name “Appledore Medical Group”. Repositioned the group as the leader in the regions by developing a series of messages that succinctly conveyed the customer’s values and clarified their competitive advantage. Gave the brand a fresh and unique image, showcased in a series of promotional and sales pieces as part of a large and aggressive multiplatform awareness campaign.

Part of the strategy included the development of a physician on-boarding promotional program that leveraged the new image to showcase and introduce physicians in the community.

RESULTS The campaign not only improved the group’s overall image, but also increased in-network referrals by 6% and new patients by 12% in the first year.

View Website

Cancer Care Center

Campaign

CLIENT: Cancer Care Center | ROLE: Marketing lead

SITUATION Portsmouth Regional Hospital’s competitors were aggressively partnering with Boston hospitals to provide advanced cancer care in the region. An increasing number of local patients looked to competitors, or to Boston for care, and bypassed Portsmouth’s Cancer Care Center. I was asked to stem the tide, and establish a new brand that effectively presented the Cancer Care Center’s true value to the community.

STRATEGY After identifying the key value propositions as opportunities to build trust and confidence in the hospital’s cancer services, I developed a launch campaign that would connect all of the center’s benefits back to the patients: “Cancer Care that is YOUnique”. Doctors and caregivers shared their philosophy on personalized care in their own words. The multidisciplinary and personalized theme embodied the hospital’s personality and philosophy on holistic care. Describing the key benefits through a bold campaign headline personalized the Cancer Care Center’s vision to patients and served as a source of pride for their caregivers.

RESULTS The campaign gave the center their own identity, and a message platform that improved loyalty with newly diagnosed patients, and increased visibility of both the service line and the hospital.

Weight Loss Center

Re-launch Campaign

CLIENT: Portsmouth Regional Hospital – Weight Loss Center | ROLE: Marketing lead and designer

SITUATION The hospital’s Weight Loss Surgery Services were experiencing a serious drop in volume. The hospital strategic plan put new focus and resources on this service line, and I was asked to increase market awareness of the program and increase attendance at the informational sessions to the public on this topic.

STRATEGY I devised a comprehensive, multiplatform strategy that included not only a new name, image and logo - reflective of the superior quality of the program - but also developed communication vehicles that reached the target audience during the decision making stage and beyond.

Patient research showed that the web was used as the primary tool to research and select a surgical program. Based on this information, the re-launch platform included several social media elements including a series of patient testimonial videos in the form of a branded journal called “Cheryll’s Journey”. Six videos were developed and launched every two months, with the final video focused on the patient make-over, after she reached her weight loss goal. The video journals were used for an SEM re-targeting campaign. The videos were also included in an e-mail campaign to remind patients of their post-operative support group meeting, keeping patients engaged and driving program success outcome rates.

One of the elements of the re-launch was the development of a targeted monthly direct mail program, developed in partnership with Healthgrades, to showcase patient success stories and drive attendance to the monthly informational sessions.

RESULTS Since the re-launch of the program in 2012, the attendance at the info sessions has increased by 4% year over year. In June 2014, the last component of campaign, a direct mail packet targeting referring physicians, achieved an unparalleled 30% increase in informational session attendance.

Watch Video Journals

Phillips Healthcare

Direct Marketing

CLIENT: Phillips Healthcare | ROLE: Creative Director and designer

SITUATION Phillips was looking to develop a series of targeted direct mail promotions and sales tools to increase sales of healthcare supplies through their online store.

APPROACH Using their "simple" brand identity, I designed a series of oversized, eye-catching mailers with a strong call to action. One of the promotions included a targeted three-dimensional piece that included a re-usable, credit-card-shaped thumb drive containing product specifications for a series of devices and supplies. The mailer was followed by outbound calls.

RESULTS The Phillips online store experience an 18% jump in unique visits as well as an average 4% increase in sales for the products featured in the promotions.

Genesys Software

Brand Identity

CLIENT: Genesys Software | ROLE: Creative Director and designer

SITUATION Genesys Software was looking to update their image. They were in need of all new collateral material and a new web site and asked me to help them execute their marketing strategy by developing a series of key pieces that would give them a solid foundation from which to expand their customer base and attract partners.

APPROACH I used their focus on people to develop an image that would appeal to their primary target: women. Although I couldn’t change their logo, I was able to select new photography, new typefaces and color palette.

RESULTS Genesys new identity helped them grow and eventually merge with People Strategy.

Mycoff Advertising

self promotion

CLIENT: Mycoff Advertising & Design | ROLE: Art Director and designer

Turkish Towel Company

logo & tags

CLIENT: Turkish Towel Company | ROLE: Art Director and designer

Contact Me

I am available for freelance. Can't wait for the next exciting project!

Need help NOW? Call 603-380-3928