Author Archive: Tony

ARF Customer Nurture Campaign

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ARF landing page and form for customer nurture campaign

ARF Customer Nurture Campaign: Executive Summary Access

2019–2024

Tony MacFarlane led development of an ARF Customer Nurture Campaign to support the SWANA Applied Research Foundation. Tony developed a landing page template for their research report executive summaries, including a form that would redirect to a download page once submitted. Tony also designed the landing page and form, the download page, and response email templates.

Since SWANA Applied Research Foundation reports were membership-exclusive content, we decided in 2019 to make executive summaries of each report available to the general public. However, since we determined that these summaries were still a value proposition, we put each one behind a wall that could be accessed in exchange for personal information.

In addition, Tony developed a workflow in HubSpot to evaluate these form submissions. If the user was not a SWANA member, Tony created logic that would automatically send them an email to encourage membership in the association, so they could obtain the full report free of charge. If the user was a SWANA member, Tony included logic that would automatically send them an email to encourage becoming an subscriber to the foundation. Later, Tony also included these landing pages in remarketing campaigns targeted at people who viewed the page but did not download.

Tony also connected ARF Executive Summaries

Safety Matters

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Safety Matters emails

Safety Matters Email newsletter

2022

Tony MacFarlane designed the Safety Matters newsletter template in 2020 for use by the Solid Waste Association of North America’s Marketing department. When short of staff in 2022, Tony took over the newsletter until it was rebranded in 2023. Tony also designed accompanying pamphlets for these newsletters, as well as the 2023 rebrand. While managing the newsletter, Tony was responsible for:

  • Applying approved copy to templates
  • Coordinating with translator vendor to obtain French and Spanish copy
  • Coordinating with advertising vendor to track sponsorship placement
  • Incorporating newsletter into membership nurture campaign
  • Obtaining clearance for photos and graphics
  • Archiving back issues on association forum

SWANA Email Campaigns

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SWANA Emails templated by Tony MacFarlane

SWANA Email Campaigns

2019–2024

Tony MacFarlane developed SWANA Email Campaigns in HubSpot for use by the North American Solid Waste Association of North America (SWANA). Tony worked with colleagues in Marketing, Membership, and Training/Certification to determine template needs. In addition, between 2020 and 2022, Tony took over managing content and delivery of all email campaigns during a period of short staffing. On top of designing templates, Tony also managed contact lists and personalization taxonomy, created automated workflows, and oversaw membership database integration. Tony also directed these additional email campaigns for SWANA in HubSpot:

  • Membership renewal
  • Certification renewal
  • Officer elections
  • Customer nurture

WASTECON Registration Site

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WASTECON.org

2020–2024

Tony MacFarlane created WASTECON Registration Site for the Solid Waste Association of North America's flagship conference, WASTECON. Held once a year, this conference focused on executive leadership in the solid waste industry. Tony built a new registration template each year in SWOOGO, an event management platform. His involvement included:

  • Building out theme template for registration site
  • Connecting analytics and Google Ads
  • Adding content, and managing other contributors' content
  • Showcasing sponsors and media partners
  • Building out event app and scheduling app pushes
  • Testing user experience and troubleshooting registration process
  • Preparing post-conference assets for remarketing opportunities

Once each year's event was over, Tony redirected the site to an "evergreen" WASTECON site built in WordPress. The evergreen site would mainly be used to collect a mailing list for the following year.

SWANA Brand Redesign

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Diagram of SWANA logo redesign

SWANA Logo

2019

Tony MacFarlane was part of the SWANA Marketing team behind the Solid Waste Association of North America’s rebrand in 2019. CSG Creative had been working with SWANA already to rebrand our consolidated conference event. We stipulated that our new logo needed to be simpler but still conveying our mission of turning waste into a resource. CSG presented the Marketing team with a distinctive design: where the “W” in our acronym was treated in negative space. Three triangles that fill negative space also connote the standard three-arrows recycling symbol. We loved this design. Our logo redesign earned CSG an American Graphic Design Award in 2019. The SWANA Marketing team worked with CSG to develop a branding guide, which we used for all SWANA creative.

SWANA Applied Research Foundation Reports

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ARF reports designed by Tony MacFarlane

SWANA Applied Research Foundation (ARF)

2020–2024

Tony MacFarlane produced SWANA Applied Research Foundation Reports for the ARF between 2019 and 2024. Tony collaborated with a freelance designer to develop the initial report templates in 2018 and then took over full production in 2019, while continuing to extend the template. Tony laid out and managed copyediting for each report, developed infographics, and obtained copyright-cleared graphics as needed.

SWANA Webmaster

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SWANA.org

2016–2024

Tony MacFarlane was the webmaster for SWANA.org from 2016–2024. He started out administering the site in DotNet Nuke, and project-managed its rollover to Sitefinity CMS in 2020. For the 2020 relaunch, Tony did the following:

  • Oversaw information architecture development
  • Helped determine overall site design
  • Assisted with AMS integration, and oversaw other integrations (e.g., Google Ads, HubSpot, misc. feeds)
  • Assisted with dynamic module development, and managed/updated long-term
  • Trained staff on Sitefinity CMS, and administered users & groups
  • Developed dynamic functions, new page layouts, and components as new requirements emerged

Tony also added a HubSpot-based chat helpdesk operation to the site, as well as a knowledge base for the association on its Contact Us page.