My Work
Meghan’s experience spans holistic content strategy, content marketing, copyediting, podcasting, print journalism, in-person and virtual event strategy and production, sales enablement material, and proposals drafting.
International Contemporary Furniture Fair
Comprehensive Content Strategy
Revolutionizing ICFF’s Online Presence with Comprehensive Content Strategy
Meghan played a key role in the transformation of the International Contemporary Furniture Fair (ICFF) from being recognized solely as an annual trade show to becoming a vibrant, year-round hub for design innovation. She was instrumental in devising and executing a robust content strategy for the revamped ICFF website, significantly broadening its appeal and reach. Today, ICFF is North America’s leading platform for contemporary furniture design.
Her strategy entailed the creation and curation of a diverse range of content types, establishing ICFF as a daily go-to source for the design community. These new formats included:
Designer Interviews: Offering insights and stories from leading figures in contemporary design.
Trend Updates: Keeping the audience informed with the latest developments and styles in furniture and interior design.
Product Launches: Showcasing new and innovative designs, providing a platform for both established brands and emerging talents.
Brand Spotlights: Highlighting influential design companies, both small and large, and their contributions to the industry.
Podcasts: Delivering in-depth discussions and interviews with key industry figures, adding a dynamic auditory dimension to ICFF's content.
Webinars and Educational Content: Providing valuable learning opportunities and industry insights.
Furthermore, in an effort to cater to the diverse audiences of the ICFF brand, including both show-goers and exhibitors versus year-round design enthusiasts, two primary sections of the website were developed. This strategic decision ensures that the website effectively meets the needs and interests of its varied user base.
ICFF Year-Round: A vibrant and constantly updated digital space dedicated to design stories, news, and insights. This platform functions as an independent hub, offering rich, engaging content that keeps the design community connected and informed every day.
ICFF Fair: Operating almost like a separate website within the main site, this side of the website focuses exclusively on the annual trade show. It provides all essential information, including registration, exhibitor details, and event highlights, tailored to the needs of attendees and exhibitors.
By integrating these diverse elements, Meghan and her team not only redefined ICFF's online presence, but also solidified its status as a leading voice in contemporary furniture design. Today, ICFF.com is a dynamic, informative, and engaging website, resonating with design professionals and enthusiasts alike, all year round.
Social Media Strategy for ICFF
An important part of Meghan’s role at ICFF was managing our social media presence. Prior to her involvement, there was a noticeable absence of strategy, with sporadic posts during the show, and a general lack of intention and visual coherence.
She implemented the brand's inaugural social media strategy with a commitment to consistency and purpose. The primary objective was to spotlight the diverse array of brands, products, and makers integral to the International Contemporary Furniture Fair. She elevated the content by featuring not only products but also the talented designers behind them. Additionally, we showcased stunning interiors by renowned Interior Designers, resonating with the audience who purchases from our exhibitors.
Meghan also introduced "Designer Perspectives," a series of Instagram Live interviews she would host with product and furniture designers, offering a unique behind-the-scenes glimpse into the creative minds shaping the industry.
The regular cadence of posts, strategically timed for optimal engagement, ensured a sustained connection with the ICFF audience. Her emphasis on high-resolution, aesthetically pleasing photography brought a noticeable cohesiveness to ICFF's social media feed. The shift towards quality visuals contributed significantly to our organic growth, with followers increasing exponentially.
As a testament to the success of this new strategy, ICFF regularly secured sponsored posts, opening up a new revenue stream. These strategic partnerships, valued at several thousand dollars each, further expanded ICFF’s reach within the design and furniture industry.
ICFF’s former Instagram feed
In summary, Meghan’s tenure overseeing ICFF's social media witnessed a remarkable transformation, breathing life into a previously uncharted digital space. By implementing a comprehensive strategy, she not only showcased the essence of ICFF but also fostered meaningful connections with their audience, propelling the brand to new heights of recognition and influence.
ICFF’s Instagram following grew from 9K to 38K followers in 11 months.
Build it Up
Print & Digital Editorial
Featured in Boutique Design magazine, this story showcases trailblazers in the hospitality sector, highlighting how they infuse personal zeal into their brands. It explores standout establishments like Camp Sarika by Amangiri and Mdluli Safari Lodge in South Africa.
These six pioneering brands exemplify the art of weaving personal passion into professional endeavors, redefining the essence of dedication in their work.
The ICFF Podcast
Guests Will Meyer & Gray Davis of Meyer DavisGuest Clodagh
Guest Carl Gustav MagnussonIn her effort to grow ICFF's digital landscape across new channels, Meghan conceptualized, produced, and hosted the ICFF Podcast. The podcast, a key facet of ICFF's online presence, features insightful conversations with top figures in design, delving into their personal journeys, driving forces, and the lessons they've gleaned in an evolving industry.
Meyer Davis
Meet Will Meyer and Gray Davis, co-founders of globally-recognized New York City-based firm Meyer Davis. The multidisciplinary design studio has established itself at the forefront of high-end commercial and residential design through its work on private residences, hotels, restaurants, retail experiences, and workplace environments. The firm’s client list includes the worlds most prestigious hospitality brands, like Four Seasons, Auberge, 1 Hotels, W Hotels, Rosewood, Ritz Carlton, among many others.
Primo Orpilla
Primo Orpilla is the co-founder of San Francisco-based multi-disciplinary design firm Studio O+A—a firm that has changed the way we think about work and the workplace. O+A’s groundbreaking designs for Facebook, Microsoft, Yelp, Nike, McDonald’s, Slack, Uber, and many other companies have demonstrated the power of design to make the work environment a catalyst for creativity and a vehicle for innovation. As Global Chair of Student Experience at IIDA, Primo works to promote design education and expand opportunities for young people in the profession. A frequent lecturer on design and the future of workplace, Primo speaks at schools and design conferences globally, empowering the next generation of designers.
Clodagh
As a trailblazer in the wellness space, the Irish-born designer Clodagh is known for her zen-like designs for the likes of Six Senses and Miraval. Clodagh is as a pioneer in green design, focusing on its impact on the wellbeing of our planet. She is a champion of these core principles and has consistently been a passionate advocate for sustainability. This responsibility is baked into the philosophy of the studio she leads—as is her understanding that the key to wellness is cradling the mind, body, and spirit of the individual with a warmth that extends to all the senses.
Lauren Rottet
Lauren Rottet is a highly accomplished architect, interior designer, furniture designer and art curator with an extraordinary record of awards, publications, lectures, juries, and honors. She is the Founding Principal of Rottet Studio, an international architecture and interior design firm, and is the only woman in history to be elevated to Fellow status by both the American Institute of Architects and International Interior Design Association. Rottet’s client list includes the New York Stock Exchange, Four Seasons, Ritz-Carlton, Loews, Belmond Cap Juluca, Paul Hastings, Target HQ, McKinsey, amoung dozens of others.
Carl Magnusson
Meghan sits down with one of the most acclaimed industrial designers in the world, Carl Gustav Magnusson, to discuss his accomplished career, which spans studying under Charles and Ray Eames to a three-decade career as director of global design for Knoll. During his time at the Eames Office, Magnusson worked on projects ranging from the IBM Mathematica exhibit to the Eames Chaise, after which he opened his own studio in Rudolf Schindler's House in LA. At Knoll, as director of global design in the USA and Europe, Magnusson commissioned design legends such as Richard Sapper, Ettore Sottsass, Mia Linn, Ross Lovegrove, and Frank Gehry.
Andre Kikoski
The accomplished architect and designer Andre Kikoski founded his internationally renowned firm to reflect his sensory approach to creating emotional connections between people and space. The small town Massachusetts-born designer was raised traveling regularly to visit family in Beirut—an experience that helped define his passion for culture and providing places for people to come together and create community. Andre's portfolio includes iconic cultural, residential, hospitality, and retail projects ranging from The Guggenheim to One Hudson Yards, and private residences in the Hamptons.
Pivoting During the Pandemic
Pivoting During the Pandemic
The Conceptualization and Hosting of Virtual Trade Event, CLOSEUP
Concept
In the face of unprecedented challenges brought about by the COVID-19 pandemic, where traditional in-person trade shows became untenable, I played a key role in conceptualizing and launching CLOSEUP, a groundbreaking virtual trade event. This initiative was born out of the necessity to pivot when the International Contemporary Furniture Fair (ICFF), a cornerstone event in the design industry, was canceled due to pandemic restrictions.
The idea for CLOSEUP emerged as a creative solution to a pressing problem: How to continue showcasing design innovations and product launches when physical gatherings were impossible. Recognizing the urgent need for a platform where designers and manufacturers could unveil their latest furniture and product launches, which would have traditionally debuted at ICFF, Meghan and her team created an alternative that could not only replicate but enhance the experience of a physical trade show.
Held on October 28-29, 2020 and inspired by a TV show format, the event was broadcast live from a stage set in Industry City, Brooklyn. This new format allowed us to bring together 27 top design brands and companies from Europe and North America, providing them with a platform to showcase their products and engage with a global audience. The event's remarkable success led to the organization of a second edition, which took place the following spring on May 17-18, 2021.
Strategy
CLOSEUP was not your typical virtual event; it was a groundbreaking venture that Meghan and her team spearheaded from concept to reality. This initiative was a trailblazer in the design industry, marking the first of its kind.
Day 1 was dedicated to the latest in contract and residential lighting, showcasing the latest collections from acclaimed designers and studios.
Day 2 focused on healthy and sustainable interior design, with live streams connecting NYC, Paris, and Amsterdam. This structure wasn’t just about diversity and engagement; it was a strategic move to cast a global spotlight on a wide array of products and groundbreaking ideas.
Meghan’s involvement in CLOSEUP was all-encompassing, from the first brainstorming session, through the intricate process of securing sponsorships and persuading top brands to come on board, to the final execution. Her approach extended to conceptualizing a comprehensive social media strategy and hosting live panels. This project was a colossal undertaking, involving intense marketing strategies, managing a comprehensive production team, and pioneering a successful online broadcast model.
The success of CLOSEUP stands as a testament to the power of innovative thinking and resilience, especially during the challenging pandemic era. It wasn't just a platform for launching new products; it was a beacon of adaptability and connectivity in the design industry. Meghan’s role in this event underscores her ability to navigate complex projects and drive industry-leading initiatives, skills that she has continued to leverage in all endeavors since.
Branded For Better
Print & Digital Editorial
When it comes to designing an interior, whether for a restaurant, boutique, or hotel, there’s more to the process than simply choosing textiles, paint colors, and furniture. According to New York creative agency Brand Bureau, or BB as its employees like to call it, there will always be some degree of imagination or storytelling involved in any space, and “consistent branding” means ensuring all design aspects contribute.
Content Strategy & Sales Enablement at Spruce Technology
In her role as Senior Content Marketing Manager at Spruce, Meghan developed and implemented a dynamic content strategy that synergized with the company’s sales enablement objectives.
Meghan began with the foundational task of establishing Spruce's first comprehensive content strategy. This blueprint laid the groundwork for a cohesive narrative across all platforms, ensuring that the content not only resonated with Spruce’s audience but also reinforced their brand identity. Central to this was the creation of Spruce's inaugural brand guide, a critical tool in maintaining consistency and clarity in all communications.
In parallel, Meghan focused on augmenting the sales enablement process by collaborating closely with the Business Development team to curate and develop an extensive library of sales materials. These resources, ranging from pitch decks across all services, to data sheets, client presentations, and case studies, were meticulously crafted to align with the overarching business strategies.
Beyond sales enablement, her strategic vision extended to a multifaceted content strategy encompassing social media, thought leadership, targeted digital marketing campaigns, and a new website. This comprehensive approach was designed to amplify the brand’s online presence, engage their audience through insightful content, and drive meaningful interactions.
Please note that much of my work at Spruce Technology, especially involving client-specific presentations and proprietary materials, are confidential and not for external distribution. Included below are samples of public facing sales enablement material I developed during my tenure at Spruce. I welcome the opportunity to delve deeper into my work and its broader impact in a personal conversation.
Comprehensive Overview of Services Sample (front & back)
Spruce Brand Guide Table of Contents
Digital Experience 1-pager Sample (frontside) Personal Blog Contributions at Spruce Technology