Work I've done.
Strategy, brand systems and the operations behind them, for Hill Country businesses and healthcare groups.
Every number here has a source.
Ten formats, one event
This is the part I love. One summit, one week of promotion, and every post a different format: a fake newspaper, a wanted poster, a report card, a scoreboard, a movie poster, a text thread. Same brand, same argument, ten ways in. Nobody scrolls past the same card twice.
Four markets in a year
Dallas, Chicago, Hilton Head and Denver. I was the only person on marketing and events, which meant venue contracts and BEOs at one end and the run of show at the other, and every piece of print in between made in house.
Campaigns with the measurement built in
I sequence the thing before I write it, and I decide how it gets counted before it goes out. That way the question after a campaign is what happened, not what we think happened.
The testimony campaign
Six and a half hours of Texas House hearing, his seven minutes found and cut into 13 captioned clips. He approved nine in one sitting on a review page where each clip played inline beside its caption.
The finding that changed the plan
Three announcement posts carried 1,427 of 2,466 views in a month, 57.9 percent, and every one of the 23 comments. The sixteen routine posts carried the rest. That is a content mix problem, not a volume problem, and it set the next month's plan.
The broker campaign
A CRM built from nothing, 200 to 400 plus contacts segmented by engagement, and a 29 day four phase push to 91 DFW brokers with email, scheduled social and registration moving together.
Counting what it actually brings
Impressions were not the client's business outcome, so I built the thing that is: an inquiry log, a tracked link forwarder with proper UTM tags, and a copy sheet of ready made links, so clicks and humans are counted separately and reconcile in the monthly report.
Identity systems
I build the system, not the one off. A palette, a type pairing, a mark and the rules for using them, so the twentieth piece still looks like the first one without me in the room.
Sites I build and run
Written, designed, built, deployed and kept current, all of it mine. They sit on my own domain and they update themselves out of the work, which is the only reason a one person studio can keep eleven of them accurate at once.
hazelpipercreative.com
The studio. Marketing, websites and events, with the journal and a free site review on it.
The client hub
A healthcare client's whole engagement on one page: live posting calendar, approve or hold forms, a subscribable calendar feed, the inquiry log and the monthly report. Written to a sixth grade reading level on purpose, measured rather than guessed at.
A page per person who approves
Three hubs for three people on one leadership team, each showing only what that person decides. A shared inbox was losing approvals, so I stopped using the inbox.
Pages that correct themselves
When a client answers a question, the page stops asking it. The database returns which fields were answered and by whom, never the answer text, so a page with no login can fold a question away without publishing what anyone said.
The preview site
A prospect sees their own homepage rebuilt before they are asked for anything. It opens the conversation instead of a pitch deck.
Interactive social tools
Ten tools hosted on my domain, each one a post you use rather than scroll past, with 22 tracked links pointing at them so the clicks land in the monthly report.
Built because I wanted them to exist
Nobody commissioned any of this. It is where I test whether the method actually holds when there is no client money on it, and it is usually where the good ideas come from.
The rider progression
Eight levels climbing the real American show placing order, brown through blue, with a cattle brand built from the barn's own C for each rung. Earning the top one earns the barn's own mark.
Rider journals
Two books, ages 5 to 11 and 12 and up, saddle stitched, built around the three questions I ask at the end of every lesson: what did you learn, what did you like, what do you want to work on.
Lesson plans and take homes
Fourteen beginner plans with teach steps, fixes, a game and sign off checks, plus a take home pack with flash cards, homework bingo and a practice tracker for the week in between.
The instructor app
Lessons logged against the progression on real records rather than PDFs, so a parent can see what their child actually learned instead of taking my word for it.
Hazel Hill Country Events
My own events venture, with its own logo suite, packages, pricing and proposals, designed end to end.
A tack trunk, by hand
Built with my own tools. Same instinct as the rest of it, which is that a thing is worth making properly or not at all.
Direct Care Alliance
Retained content strategy and reporting
The situationA national healthcare organization with a strong founder voice, no editorial system, and a three person leadership team that could not keep up with approvals by email.
What I built- LinkedIn and X editorial calendars run on a weekly approval cycle, with content approved a week ahead so the running week is never up for debate.
- Six content formats written from the chairman's own feedback, so every post sounds like him and not like a vendor.
- A monthly performance report measured against an industry benchmark framework, with figures of record set at each month's close so no number ever moves after it is reported.
- Private client hubs on my own domain: the live posting calendar, approve or hold forms, a subscribable calendar feed, an inbound inquiry log and the monthly report in one place.
- Nine interactive social posts hosted on my domain, built as engagement and click through tools rather than static graphics.
- A research and strategy layer for the client's leadership, built on named third party sources, that turned a refusal to publish a savings percentage into a position: run one case on your own claims and measure it.
The testimony campaign
Research, video production and campaign design
The situationThe chairman was invited to testify before a Texas House select committee. The hearing ran six and a half hours, his part was buried inside it, and the client had no way to turn it into content.
What I did- Wrote the committee materials that helped get him invited in the first place.
- Found the full public hearing record, pulled the official captions and built a searchable transcript so his seven minute opening statement could be located in one pass instead of transcribing six hours of audio.
- Cut and captioned 13 clips at 1080 by 1080 on the client's brand system, with every caption line traceable to his approved testimony.
- Built him a review page with each clip playing inline, the caption beside it, and a run it or not control, so he could decide in minutes. He approved nine.
- Planned the run so his clips post from his own account and the company page reposts, because that direction reaches his audience rather than the page's, and it stays inside the scope the client pays for.
The 2026 conference series
Head of Marketing and Events Coordination
The situationA healthcare strategy firm wanted a national conference series and had no event infrastructure, no CRM and no brand system to run it on. I was the only person on marketing and events.
What I did- Directed the series across four markets, Dallas, Chicago, Hilton Head and Denver: venue contracts and BEOs, executive speaker acquisition, sponsorships, budgets and the attendee experience.
- Sourced, contracted and managed eight executive speakers for the Dallas Summit, with agreements, materials packages and a 60 day communication cadence through event day.
- Originated event formats including the Broker Hot Seat.
- Designed four event brand identities and produced every piece of conference collateral in house: trifolds, one pagers, signage, table materials and print kits.
- Built the run of show, the speaker hub, the briefing documents and a 48 hour post event archive.
- Built the event P and L tracker across all four events so leadership could see net cost per event at a glance.
The broker campaign
Campaign strategy, CRM and copy
The situationThe Dallas Summit needed a room full of the right brokers, and the company had no contact database to reach them.
What I did- Built the CRM from zero: contact database, segmentation by engagement status, and a sequence library with 29 day, 9 day and 7 day post event cadences.
- Wrote and ran a 29 day, four phase multichannel campaign to 91 DFW broker contacts, with email sequences, scheduled social and event registration working together.
- Ran a 48 hour import protocol after the event so follow up sequences started while engagement was at its peak.
FlorVino Winery
Event strategy, product copy and presentation design
The situationA boutique Hill Country winery with beautiful wines and no consistent story around them, heading into a Texas A and M presentation and a new season of events.
What I did- Redesigned the executive presentation slide by slide: copy, layout direction and the speaker's talking points.
- Wrote branded tasting cards and product copy for the signature wines, including cocktail pairings and what makes each one different.
- Delivered event strategy and marketing collateral, and supported the administrative transition behind the scenes.
A beginner rider curriculum
Curriculum and product design, built for my own riding students
The situationI teach beginner western riding on Fridays. There was no written progression, no student materials and no way for a parent to see what their child had learned.
What I built- An eight level rider progression that climbs the real American show placing order, with a cattle brand for each level so every rung is something a child wants to earn.
- Two rider journals, one for ages 5 to 11 and one for 12 and up, built around the three questions every student answers at the end of a lesson: what did you learn, what did you like, what do you want to work on.
- Instructor lesson plans with teach steps, fixes, a game and sign off checks for every session, plus take home packs, flash cards and homework bingo for the week between lessons.
- An instructor app that runs on real records rather than PDFs, so lessons get logged against the progression instead of remembered.
HazelPiper Creative
Founder. Brand, website, client system and operations
The situationI started the studio alone in 2026 with no template for how a one person shop serves clients without becoming an inbox.
What I built- A locked brand system, a tiered rate card, a proposal template, billing instructions and an onboarding packet that every new client moves through in the same order.
- hazelpipercreative.com and a private page for every client and prospect, each with its own approve, hold or questions form.
- A scheduled operations system that pulls live channel data, refreshes client pages every weekday morning, drafts follow ups and prepares the weekly deck before every client call, so the client work runs on time whether I am at the desk or not.
- A monthly cycle: close the month, invoice, and batch next month's content on fixed dates.
Clients see one calm page and one weekly call. Behind it is a system that does the remembering, so I can spend my hours on strategy and writing instead of chasing approvals.
Ask me how I know.