Character Script

---

---

Context
Type + Print + Digital

Client
Character Script

Date
2014

Deduction
A pattern emerged in the strokes of handwriting. Using handwriting analysis to identify positive character traits in the writing, a new font emerged that depicted such qualities as confidence, determination, and honesty. The font is now being used as a set of handwriting models for the 21st century student. An iPad app was designed to circulate the handwriting models to kids world-wide. The clues were found in written strokes, clay like colors, and positive words.  

Visit this Website
www.characterscript.com

---

Southern Virginia University

---

---

“By Study & By Faith”

Southern Virginia University needed a digital presence that matched its rising ambition. Known for its values-centered approach to higher education, SVU was ready to connect with today’s faith-driven students in a way that felt both grounded and future-focused. I was brought in to shape the strategy for a full website redesign—one that balanced tradition with youthful energy and made space for real stories to shine.

---

PERSONAS, USER STORIES, USER JOURNEY, AND SITE MAP

Website Strategy

We began by developing personas rooted in years of education marketing experience, then mapped those personas to a user journey designed for clarity and conversion. The result was a site architecture that prioritized storytelling, student needs, and intentional movement through the funnel.

---

Website Development

Website

View fullsize

KEY FEATURES

1. Full-screen navigation designed to focus attention

2. Streamlined site map with simplified user paths

3. Built-in student application

4. Bold calls to action, including travel reimbursement to visit campus

5. On-page storytelling around student experiences

6. Resource sections tailored to student decision-making needs

---

Results

The site was designed for a generation raised on high stimulus—but yearning for meaning. The visual experience, paired with purpose-built content, helped students imagine a future at SVU that felt like both a calling and a community.

---

Have a mission worth spotlighting?
Let’s build what’s next.

---

Client
Southern Virginia University

Agency
Voltage Ad

Team
Directors of Marketing: Alisha Fund and Evan Husted
Project Management: Julie Overby
Web Development: Voltage Ad

Date
2022

---

VOLTAGE

---

---

“A force for good—the best digital agency in the West.”

VOLTAGE had the brand, the culture, and the creative fire. But to go from local legend to regional powerhouse, the team needed a strategy as bold as their vision. As a marketing director and strategist, I led the charge to codify the brand's voice and shape a focused growth-minded marketing strategy.

---

CLICK TO OPEN THE MARKETING PLAYBOOK IN GOOGLE SLIDES

Brand & Marketing Strategy

We kicked off with a competitive analysis and persona development, mapping the ideal client journey from awareness to retention. With this in hand, we crafted a comprehensive marketing plan, complete with goals and KPIs designed to track momentum over time.

---

Content Discipline

Creative teams generate a lot of great ideas—this one especially. To channel that energy into results, we developed a unified messaging framework and a content playbook to guide all owned, earned, and paid efforts. These tools became the throughline that connected purpose with execution.

View fullsize

View fullsize

View fullsize

View fullsize

View fullsize

View fullsize

---

Email Nurture and Retention

B2B leads don’t convert overnight—and the VOLTAGE funnel needed tightening. We built a multi-tiered email strategy that nurtured warm leads, re-engaged past clients, and reinforced loyalty among existing ones. The result was stronger retention.

The Result—57% Open Rate

To strengthen relationships across a long B2B sales cycle, we built segmented nurture journeys for leads, clients, and past partners. Every message struck a balance between heart and strategy—reinforcing VOLTAGE’s creative value and prompting the next step in the journey. The result? A 57% open rate for the first email in the series, outperforming industry benchmarks and keeping the brand top-of-inbox and top-of-mind.

---

Digital Marketing

Website Level-up

View fullsize

KEY FEATURES

1. Featured projects on the homepage.

2. Our new mission statement front and center.

3. A contact form that collected leads for nurture.

4. Measurable results to show that “yes! we can do it!”

5. Our expertise laid out clear.

RESULTS

1. Leads were no longer lost post-form submission. They were hooked into our sales platform. They also received a drip campaign to keep them in the funnel until they were ready to talk to our sales team.

2. Our clients communicated a much clearer understanding of our capabilities. A number of existing clients reached out after receiving the nurture email with energy and excitement about keeping the work going with new projects.

---

VOLTAGE needed a site worth talking about—we were a digital growth agency who specialized in websites after all. We set out to make the site searchable by client, industry, and project.

---

Organic Search + Social

VOLTAGE INSTAGRAM PAGE

SOCIAL CALENDAR

Knowing our audience lived on LinkedIn, Instagram, and YouTube, we built a channel-specific strategy to connect with both clients and prospective talent. We spotlighted recent work across Instagram, Behance, and Pinterest—platforms popular among creatives—while publishing thought leadership and agency culture on LinkedIn and YouTube. Our content series tied to the content playbook and mapped to key personas.

---

“Working with the VOLTAGE team of strategists, developers, writers, designers, and creative minds is like catching lightning in a bottle.”

— Eric Fowles, CEO

---

Referrals were the gold of our lead-generation and reviews were the area for growth. VOLTAGE already had an incredible network of loyal clients including The Chosen, Chipotle, Southern Virginia University, [solidcore], and more. The next step was to get those clients talking about VOLTAGE online. We set up profiles on multiple review sites including Google and Clutch.

---

Big Heart, Sharpened Focus

VOLTAGE was already known for being a “force for good.” With strategic guardrails in place, that reputation became a growth engine—one fueled by clarity, consistency, and connection. With a strong brand already in place, VOLTAGE didn’t need reinvention—it needed focus. My work brought clarity to their message, cohesion to their marketing, and momentum to their mission.

---

Want to build your own force for growth?
Let’s talk.

---

Employer
Voltage Advertising + Design

Team
Director of VTG Marketing: Alisha Fund
COO: Aaron Walser
Founder/CEO: Eric Fowles

Date
2021–2023

---

SecureSet Academy

---

---

“Secure the Future”

SecureSet Academy wasn’t just a cybersecurity school—it was a mission-driven movement to train the ethical hackers, digital defenders, and tech warriors needed to secure our world.

---

CLICK TO OPEN THE BRAND GUIDELINES IN ISSUU.

Brand Guidelines

The SecureSet brand was shaped from the ground up. The challenge: create a magnetic identity that would resonate with an audience of high-stakes thinkers—military veterans, career changers, code-loving misfits, and ambitious students hungry for impact.

---

Marketing Strategy

The strategy focused on positioning cybersecurity as an accessible, purpose-driven career path, while differentiating SecureSet through its immersive, instructor-led experience. We prioritized lead generation through confidence building educational events, email nurture, and paid search.

View fullsize

View fullsize

View fullsize

View fullsize

View fullsize

View fullsize

---

Event Marketing

Events were more than awareness—they were engines of conversion. We built a strategic playbook for hosting info sessions, panel discussions, and immersive workshop experiences that showcased the SecureSet community. From branding to lead capture to post-event follow-up, every element was optimized to move prospects closer to enrollment.

---

Digital Marketing

Website

View fullsize

KEY FEATURES

1. Two program paths clearly explained: Technical and Analytical

2. Advanced inquiry form for seamless sales enablement

3. Events calendar integrated to drive lead nurture through in-person engagement

4. Instructor profiles to spotlight faculty and build trust

5. Tuition & financing education to help users feel empowered, not intimidated

RESULTS

1. Created a conversion-focused, fully responsive site

2. Strengthened SecureSet’s positioning as a first-mover in cybersecurity education

3. Supported lead gen, sales enablement, and community building from day one

4. Bounce rate dropped by 20%.

5. Lead conversion increased by 30% due to events calendar, improved SEO, and paid search.

---

We launched SecureSet’s website from the ground up with a futuristic, high-impact aesthetic tailored to a tech-forward audience. Built to convert, the site featured sleek navigation, an interactive events calendar, and a custom-built application form that doubled as a lead-gen tool.

---

Email Nurture

Our email nurture strategy bridged the gap between interest and enrollment. We created segmented journeys that spoke to prospects’ motivations, answered tough questions about tuition and careers, and kept momentum strong. Each email was crafted to educate, re-engage, and convert.

1. Monthly newsletter achieved a 75% open rate—well above industry benchmarks

2. Primary nurture series funneled leads back to events and into 1:1 sales conversations

3. Program-specific nurture demystified career paths by sharing “day in the life” insights for both cybersecurity analysts and engineers—roles many prospective students had never heard of.

---

Paid Search + Social

DIVERSIFIED MARKETING CHANNELS

When layered with our event strategy, paid media became a growth engine. After an early focus on in-person marketing, we added paid search and social—and saw our lead pool increase by 30%. These channels allowed us to expand our reach, target niche personas, and drive motivated traffic to both our website and in-person events. The combination of live experiences and digital precision created a powerful conversion loop.

---

“If you are willing to work hard and you are committed, there is no better option than SecureSet.”

— Student on SwitchUp Rankings

---

Referral Strategy

View fullsize

View fullsize

View fullsize

---

Referrals and reviews were a cornerstone of our growth—driving 50% of all student enrollments. By cultivating strong relationships with current students and alumni, we created a trusted network that amplified our reputation organically. Positive word-of-mouth and authentic testimonials helped ease concerns, build credibility, and inspire confidence in prospective students considering a cybersecurity career.

---

Print Assets

In-person touchpoints were just as critical as digital ones. We developed high-impact print collateral—course guides, financing breakdowns, and educator profiles—to arm our sales team with materials that matched the sophistication of our digital brand. These tools helped clarify complex topics and build trust face-to-face.

View fullsize

View fullsize

View fullsize

---

Want to build a brand this future-forward? Let’s talk.

---

Employer
SecureSet Academy (Acquired by WeWork in 2019)

Team
Director of Brand & Marketing: Alisha Fund
Graphic Designers: Alisha Fund, Alexa Veneziano, and Jacque Kemp
Copywriter: Alisha Fund and Joseph Davis
Web Development: Voltage Ad (Winter King) and Brian Hackett
Videographers: Voltage Ad (Justin Brunson)

Date
2015–2020

---