Jeffrey R Loibl

Business Challenge:
Emerson, a technology- and engineering-driven company, sought to inspire the next generation of engineers and leaders while promoting STEM education. Traditional corporate outreach efforts were insufficient to engage a younger, digitally native audience, limiting both brand relevance and pipeline for future talent. The business challenge was to position Emerson as a thought leader in STEM while creating authentic, high-impact engagement across multiple channels.

Executive Ownership & Strategic Direction:
As Creative Director/Copywriter, I led the strategy and creative development of Emerson’s STEM campaign, serving as the bridge between marketing, product, and external talent partners. I defined the campaign vision, messaging framework, and channel strategy to ensure maximum relevance and engagement. Key responsibilities included:

• Partnering with Emerson leadership to align STEM objectives with brand positioning

• Conceptualizing an innovative, youth-focused campaign that leveraged digital-first storytelling

• Selecting and guiding the collaboration with Hank Green, a top STEM influencer, to amplify reach and credibility

Creative Strategy & Execution:

• Broadcast/OLV content to bring STEM concepts to life in an entertaining, accessible way

• A microsite serving as a hub for interactive STEM content and campaign assets

• Print activations highlighting Emerson’s thought leadership in STEM fields

Impact:

• Amplified Emerson’s position as a STEM thought leader and innovator

• Inspired engagement among students, educators, and future engineering talent

• Created a scalable content framework for future campaigns targeting youth and education initiatives