Melevate your brand

COPYWRITNG. REPORTING. GRAPHIC DESIGN. STRATEGY. PROJECT MANAGEMENT.

Welcome to my
brain buffet.

Melanie Abbott

St. Louis, Missouri

I bring flair and authentic storytelling to every project, managing end-to-end campaigns including writing copy, designing assets, coordinating timelines, and presenting final deliverables. Whether we’re geeking out over the Oxford comma or brainstorming ways to boost brand awareness, I’m always excited to create solutions that resonate.

An old soul at heart, I’ve been waking before sunrise for as long as I can remember and was fascinated by newspapers long before I could read them. Today, I have a passion for authentic community engagement to tell stories that might otherwise go untold. I’m drawn to things that take time— raising chickens, painting with oils, training for endurance races, and even putting pen to paper for old times sake!

Triathlon fuels my creative process, giving me space for ideas to run wild as a chronic overthinker. As an Ironman 70.3 Worlds and NCAA National Qualifier, I’ve spent countless hours on the road dreaming up campaigns and learning the value of consistent effort to reach long-term goals. With nearly a decade of coaching experience, I thrive working on teams, pushing ideas further, and inspiring strong work ethics.

I’m a devoted foodie and etymology enthusiast with a bucket list that includes tasting cuisine from every country and region of the world… plus whatever’s cooking at the new neighborhood joint!

Capabilities &
Toolkit

    • Programs: Google Analytics, SEM Rush, Yoast SEO

    • AP Style/Chicago

    • Interviewing

    • Researching, Fact-Checking, Due Diligence

    • Brand Positioning

    • SEO Content

    • Taglines & Advertisements

    • Long-form & Short-form Content

    • Programs: Adobe Creative Suite (Illustrator, InDesign, Photoshop, Premiere Pro), Canva, PowerPoint, Google Suite, Campaign Monitor, Stripo, WordPress, Squarespace, Wix, basic HTML & CSS.

    • Print & Digital: Brochures, Magazines, Proposals, Zines, Coloring Books, Newspapers, Annual Reports.

    • Branding: Logo Design, Brand Guidelines, Visual Identity Systems, Typography Selection.

    • Digital Graphics: Social Media Content, Web Banners, Digital Ads, Infographics, Email Templates, Website Development.

    • Large-Scale Graphics: Event Signage, Trade Show Displays, Posters, Billboards, Scrims.

    • Programs: Pipedrive, ZoomInfo, CoStar, Bluebeam, Google Analytics, Campaign Monitor, Microsoft Teams, Slack.

    • Lead Generation Research, Engagement Tracking and Reporting, Proposal Development (RFP, RFQ), Competitive Market Research, Campaign Coordination, Content Creation.

    • Programs: Asana, Microsoft Office Suite, Google Workspace, Slack.

    • Managing Content Calendars, Coordinating Simultaneous Projects, Scheduling and Coordinating Photoshoots, Event Planning and Logistics, Deadline Tracking, Workflow Optimization.

    • Copy Editor, The Panther Tale

    • Over 10 years of coaching experience in swim teams, triathlon, and swim lessons (ages 3–60).

    • NCAA Division I Assistant Triathlon Coach

    • NCAA Triathlon Team Captain


    • Two Semesters of Video Production Experience Filming & Editing (VOs, Soundbites, Effects)

    • One Semester of Drone Operating & Filming

    • One Semester Working in Adobe Audition to Produce Three Podcasts

    • Willing to take on multimedia projects at a deep discount/pro bono to produce professional-quality portfolio experience.

    • Ask to try my signature gluten-free tres leches, even your abuelita will want the recipe!

Corporate Experience

ARCO National Construction
Brand Repositioning

Challenge: ARCO is the number one warehouse builder in the United States. But as industrial development slows post–COVID-19 boom, relying solely on warehouse projects limits revenue potential.

Insight: Shifts in consumer behavior are fueling rapid growth in other construction sectors, creating untapped opportunities for ARCO.

Idea: Reposition ARCO’s brand to showcase its depth of expertise beyond warehouses, reinforcing credibility in high-growth markets.

Solution: A full website rebrand for the first time in nearly a decade, complete with industry-specific pages, educational resource content, and targeted campaigns spotlighting ARCO’s capabilities in emerging sectors.

ARCO National Construction
New Market-Entry Strategy

Challenge: ARCO expanded into new regional markets where established competitors already dominated.

Insight: ARCO’s proven integrated marketing strategy could be adapted to resonate with each region’s unique market dynamics and audience needs.

Idea: Showcase completed projects within each region to build credibility and brand recognition.

Solution: Developed a region-specific marketing approach that repurposed existing project content with localized keywords, market-relevant highlights, and tailored storytelling to position ARCO as a trusted local leader while leveraging national expertise.

ARCO National Construction | ARCO Beverage Group | GMA | MCC
Crafting Distinct Brand Voice

Challenge: In-house service companies want to build a social media presence for recruiting and project contracts but share projects with ARCO, risking overlap that could dilute ARCO’s engagement and marketing strategy.

Insight: Architects prioritize case studies, space utilization, and design aesthetics, while engineers emphasize building specifications and technical details.

Idea: Repurpose existing project content with a coordinated posting calendar to avoid conflict with ARCO’s schedule, using distinct talking points tailored to each brand’s focus.

Solution: Develop four unique and differentiated brand voices for ARCO National Construction, ARCO Beverage Group, GMA Design Group, and Midwest Concrete Constructors (MCC) to maintain clear market positioning without overlap.

ARCO National Holdings
Driving Positive Workplace Culture | Internal Communications

Challenge: As ARCO grows rapidly, teams across divisions risk feeling disconnected. There is a need to maintain high motivation to win deals, strengthen inclusivity for minority groups, and ensure clear communication between field staff, office teams, and executives.

Insight: Celebrating milestones can boost motivation and morale, while fostering inclusive employee groups can improve retention rates and attract more diverse applicants.

Idea: Develop consistent office and digital communications that showcase accomplishments across all teams and locations, fostering a stronger sense of connection and belonging. Establish ESG-focused groups to support diversity, sustainability, and community engagement.

Solutions:

  • Custom TV signage displaying current sales and achievements

  • Quarterly newsletter highlighting employee successes and company milestones

  • ERG group logos to create unique group identities

  • Company-wide events that promote connection across divisions

  • Personalized cards for employee recognition and holidays

  • Regular intranet updates to keep all employees informed

ARCO National Holdings
Event Planning

Challenge: Clients are indecisive when planning groundbreakings and ribbon cuttings, requiring lengthy questionnaires and multiple meetings, draining marketing time and resources.

Insight: If clients could view past examples, they could better visualize their own events and make decisions faster.

Idea: Create an all-in-one digital platform featuring event examples, cost breakdowns, and order forms.

Solution: I developed a private website, shared directly with clients, that allowed them to select preferences while maintaining confidentiality agreements. This streamlined communication for ARCO’s marketing project managers, reduced planning time, and increased the number of clients opting to host events, ultimately generating more media opportunities for ARCO.

Nonprofit Work

Small Umbrella Theatre Company
Brand Indentity & Marketing Strategy

Challenge: A new theatre company was preparing to launch its inaugural production in a town with an already saturated theatre scene.

Insight: Most local shows were high-priced and attempted to replicate Broadway productions, leaving little variety in the audience experience.

Idea: Differentiate by offering accessible, inclusive, and innovative performances to attract new audiences rather than compete for the same theatre-goers. Strategies included pay-what-you-can tickets, sensory-friendly showings, and casting top-tier talent regardless of the original cast member’s gender or race.

Solution:

  • Developed a distinctive logo and brand identity

  • Wrote and distributed press releases

  • Coordinated PR interviews with the local NPR affiliate and media outlets

  • Built and executed a Facebook and Instagram content calendar

  • Oversaw launch marketing for the inaugural show

Startup Junkie
SEO-Boosting Content

Challenge: Startup Junkie’s reach felt limited, making it harder for startups to discover and utilize their services.

Insight: Consistent news and blog content can strengthen SEO, attract new audiences, and encourage repeat visits.

Idea: Share client success stories and industry updates as valuable resources focusing on education and insight rather than direct selling.

Solution: During my internship, which took place in the height of the COVID-19 pandemic, I developed content that broke down rapidly changing legislation for business owners and highlighted clients who succeeded during the recession as case studies. These articles were published on Startup Junkie’s website and in local publications, generating backlinks, boosting SEO, and creating shareable social media content.

Brief: Inspired by my own backyard flock, I designed a vibrant, hand-illustrated zine celebrating the distinct personalities and quirks of chickens. Each page captures their individuality through playful visuals and colorful storytelling, offering a fresh perspective on these often-overlooked creatures.

Startup Junkie
New Program Launch

Challenge: Startup Junkie was awarded a grant to support science and technology startups but needed to clearly differentiate the program’s identity from the core SJ brand.

Insight: The program could leverage the University of Arkansas’ established communications presence, as it was based on-site, to build credibility and reach its target audience.

Idea: Develop a standalone website connected through the University of Arkansas site to clearly outline the program’s services and value proposition.

Solution: I launched the new website and coordinated a press release distributed to a targeted media list to announce the program. This strategy ensured clear brand distinction while benefiting from university association.

Note: The website has since been rebranded following leadership changes under The Walton Foundation.

Digital Illustration Course
Zine | Children’s Book