The Value of Thought Leadership Campaigns

By demonstrating a deep understanding of diverse industry pain points and providing thoughtful solutions through impactful, multi-channel campaigns, Sterling established itself as a true thought leader, building trust and driving engagement across varied markets.

Hiring Reimagined Derivatives: Industrials and Retail Focus

To establish Sterling’s post-pandemic advisory leadership, the Marketing team created ‘Hiring Reimagined,’ which I then customized into distinct campaigns for Industrials and Retail, maintaining brand unity across their diverse needs.

Hiring Reimagined derivative report with a focus on the Industrials industry
Hiring Reimagined derivative report with a focus on the Industrials industry
Sample spreads from Industrials Hiring Reimagined derivative
Sample spreads from Industrials Hiring Reimagined derivative
The Industrials industry used hiring and job seeker data to help our demographic understand the challenges of both groups. The tone for this vertical was more pragmatic and straightforward than the core anchor asset.
The Industrials industry used hiring and job seeker data to help our demographic understand the challenges of both groups. The tone for this vertical was more pragmatic and straightforward than the core anchor asset.
The first carousel designed to raise awareness of the report. The call-to-action slide lead viewers to a gated landing page where they could enter their info to download the asset.
The first carousel designed to raise awareness of the report. The call-to-action slide lead viewers to a gated landing page where they could enter their info to download the asset.
This carousel was a follow-up to the first carousel. It aimed to compliment the first while offering a fresh perspective and information.
This carousel was a follow-up to the first carousel. It aimed to compliment the first while offering a fresh perspective and information.
Hiring Reimagined derivative report with a focus on the Retail industry
Hiring Reimagined derivative report with a focus on the Retail industry
Sample spreads from Retail derivative
Sample spreads from Retail derivative
The Retail industry provided data from large, medium, and small organizations to help our demographic understand that each subset had different priorities. The tone for this vertical was warmer, friendlier, and more approachable than its Industrials counterpart.
The Retail industry provided data from large, medium, and small organizations to help our demographic understand that each subset had different priorities. The tone for this vertical was warmer, friendlier, and more approachable than its Industrials counterpart.
This information was highly requested by our Sales team and clients, as the former want to know how they compare to their peers. We promoted this page as a standalone asset.
This information was highly requested by our Sales team and clients, as the former want to know how they compare to their peers. We promoted this page as a standalone asset.
Retail carousel designed to raise awareness of the report. The call-to-action slide lead to a gated landing page where users could enter their contact info and download the report.
Retail carousel designed to raise awareness of the report. The call-to-action slide lead to a gated landing page where users could enter their contact info and download the report.
Collected Retail assets, including landing page and e-signature
Collected Retail assets, including landing page and e-signature
Samples for Industrials and Retail campaigns, side by side
Samples for Industrials and Retail campaigns, side by side
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
The derivative reports were part of a larger series, which included the core asset, Gig, and the Canadian adaptation.
Gig carousel
Gig carousel

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop

Content: Angelina Derajtys and Randi Siegel

Creative Direction: Deborah Knapp, Jamie Cerino, Angela Stelle

Healthcare and Life Sciences Benchmark Reports

Benchmark reports reveal how a company performs against industry best practices, identifying areas for improvement and competitive advantages. This data helps businesses set realistic goals and plan for growth.

As Healthcare and Life Sciences was one of Sterling’s largest industries, these reports served as both thought leadership and lead generation tools. I led the 2022 Report and collaborated with my Creative Director on the expanded 2023 effort.

Healthcare & Life Sciences report for 2023
Healthcare & Life Sciences report for 2023
Sample spreads from HCLS 2023 Benchmark report
Sample spreads from HCLS 2023 Benchmark report
To address the unique requirements of each audience, my team divided our trend and data analysis into four segments, each corresponding to one of four healthcare centers of excellence.
To address the unique requirements of each audience, my team divided our trend and data analysis into four segments, each corresponding to one of four healthcare centers of excellence.
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
The first carousel of the series aimed for lead capture by directing viewers to a gated landing page.
While visually consistent with the first carousel, the follow-up delivered targeted messaging for contingent workers.
While visually consistent with the first carousel, the follow-up delivered targeted messaging for contingent workers.
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
These carousels were built to enable versatility. The Social Media team promoted visuals from the carousels as standalone posts.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Overview of 2023 promotional assets, including social media carousels and standalone tiles, banner ads, esignatures, and email header.
Healthcare & Life Sciences report for 2022
Healthcare & Life Sciences report for 2022
Spreads from HCLS 2022 Benchmark report
Spreads from HCLS 2022 Benchmark report
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
We developed a Post-acute Care Center of Excellence carousel, and unique carousels for each COE, to directly address the audience’s specific needs.
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero.
Overview of 2022 promotional assets, include social media carousels, landing page, and blog hero.
Samples from 2022 and 2023 HCLS Benchmark campaigns
Samples from 2022 and 2023 HCLS Benchmark campaigns

Job Details

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Angelina Derajtys

Creative Oversight: Deborah Knapp, Jamie Cerino, Angela Stelle

E-Books for Gig and I-9

Ebooks books are popular for B2B marketers due to their wide reach and sales benefits; they’re a great tool for lead generation because they’re cost-effective, accessible, and provide valuable, data-driven insights.

I was responsible for the complete visual oversight of the Gig mini-book, as well as the two versions of the I-9 offering, which represented a major strategic initiative for Sterling at that time.

The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
The compact Gig mini-ebook addresses the distinct needs of the gig economy workforce, which differ significantly from traditional industries.
Spreads from the mini-ebook. I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
Spreads from the mini-ebook. I designed the mini-ebook spreads to balance quick skimming with in-depth insights.
Standalone paid ads to promote the e-book.
Standalone paid ads to promote the e-book.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
Overview of promotional assets, including social media posts, paid ABM ads, esignature, and email header.
Despite a marketing restructure that halted the three-part ebook series, the cover mockups demonstrate design consistency across diverse subject matter.
Despite a marketing restructure that halted the three-part ebook series, the cover mockups demonstrate design consistency across diverse subject matter.
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
Despite a rapid timeline and limited oversight, I delivered a high-priority, high-visibility design, translating dense information into an engaging, on-brand product.
I-9 Slides
The following year, I updated a slide with new legal information. I used a related image to visually connect the updated version to the original.
The following year, I updated a slide with new legal information. I used a related image to visually connect the updated version to the original.

Company: Sterling

Art Direction/Design: Carmela Pereira

Programs/Services Used: Adobe InDesign, Illustrator, Photoshop, Visme

Content: Alanna Diffendal, Cindy Clinton, Tanya Bryson

Creative Direction: Deborah Knapp, Jamie Cerino, Angela Stelle

Technology and Business Services (TBSG) Benchmark Campaigns

The Sterling Design team received a request from the TBSG marketer for a tight, impactful benchmarking campaign for Financial Business Services, with assets adaptable for the Technology and Staffing industries. This presented a challenge, given our ongoing merger and limited financial and creative resources.

I led the visual strategy, delegated the Staffing resource to my Creative Director, and mentored a junior designer on her first thought leadership piece. I’m proud of the multi-channel campaign we collectively delivered.

I designed the FinBiz Benchmarking report to align with Sterling’s brand while being unique and adaptable for other industries.
Sample spreads from FinBiz benchmark report
I designed an adaptable slide template for multi-industry use, enabling clear data presentation despite undefined content.
Another example of my strategic design of customizable slides for clear data communication with variable content.
My goal was to design a flexible table that not only presented diverse data but also offered a seamless, pleasant skimming experience
Due to resource constraints, I had to quickly train a junior designer on how to create data-rich, thought leadership pieces. I was grateful to mentor my coworker, Reilly, on the Tech adaptation of the trends report.
I coached Reilly on how to adapt existing layouts to fit the content for the Tech industry. She did an excellent hob sourcing photos that were right for the vertical and had a cohesive color story.
Reilly and I worked together to leverage existing carousel designs to create social promotion for the Tech report.
Sample assets from TBSG campaign, including animation for Staffing vertical.

Job Details

Company: Sterling

Art Direction/Design/Animation: Carmela Pereira

Graphic Design: Reilly Marzen

Programs Used: Adobe InDesign, Illustrator, Photoshop, After Effects

Content: Randi Siegel

Creative Direction: Deborah Knapp