Network Solutions: brand voice and content playbook

When we rebranded Network Solutions in 2025, I built the content playbook and refreshed the brand voice so the new positioning carried through the storefront, blog, social, product messaging and customer communications.

Brand ownership and consistent execution

- Primary owner of brand vision and consistent execution in communication and experience for more than 12 years, across a variety of brands, including emerging brands, troubled brands, and fragmented brands.

- Responsible for maintaining umbrella-brand (and university-wide) guidelines at Web.com, North Carolina A&T, and Arizona State University.

- Entrusted to develop the brand identity for ASU's School of Earth and Space Exploration, including messaging, visual identity, collateral suite, and a new website.

- Deep experience establishing brand identity, including: messaging, positioning, differentiators, unique selling proposition, visual identity, customer segmentation and personas.

- Successful track record of cascading a consistent brand identity across all platforms and mediums, including websites, collateral materials, direct mail, advertising, live events, social media sites, sales tools and customer touch points.

Web.com for Enterprise: rebranding

- Web.com for Enterprise - In this role, I learned that a change in brand name won’t be sufficient if you don’t focus on improving the quality of your products. As an executive team we developed pillars to ensure that our performance, products, and customer service matched our new brand. In April of 2018 I led a rebrand of our business unit, which had formerly been known by several different names in the market.

- Process included: Communicating reason for rebrand to customers; engaging our customers and communicating to them why we opted for a brand makeover and how it would benefit them; compiling factors that negatively influenced our brand and addressing them while rebranding; developing a branded story for everyone to rally behind to set the stage for every interaction customers have with our brand.

Florida Coastal School of Law: reputation and rebranding

- Florida Coastal School of Law - Led the rebranding efforts by focusing on reputation management. I provided strategic direction and hands-on leadership of external and internal communications to enhance the brand image, resulting in additional 439 positive stories per year.

Community programs and brand visibility

- Community Programs -- Dynamic networker and relationship builder with the proven ability to connect and establish key influential partnerships. Created, developed and establish community-based programs involving media, marketing, internet and high-level events.

- At Arizona State University, I initiated and popularized signature events designed to drive awareness and brand exposure and media attention for the school.

The big company moments

Because my role sits across both corporate communications and commercial content, I’m also the person behind much of the communications for major company events.

That includes partnerships, acquisitions, divestitures, investor announcements, product launches and a major merger. I may be writing the press release, internal announcement, employee FAQ, executive talking points and social posts, while also coordinating video, media interviews or broader content around the story.

For me, it’s all connected. The audience may be a customer, journalist, employee, developer or executive. The job is still to understand what matters, tell the story clearly and make sure it reaches the right people.

External communication

Design and activation of social media strategies, management of relationships with local and national  journalists ([press releases](https://www.nicolecassis.com/press-releases), pitches, networking), authoring and promotion of mass communications via email blasts, publicize presence of organization at events, conferences, and speaking engagements, and represent the organization at industry/trade events/conferences.


Communications deliverables and strategic relationships

Anything that needed to be written, printed or spoken, I churned out – from executive quotes, bios, media alerts, press kits and releases, talking points, backgrounders, annual reports and video scripts, to white papers, look books, marketing plans, and sales decks, pitches, and proposals. Developed collateral materials, presentations and tours to facilitate strategic relationship building with major local aerospace industry leaders (Orbital, Honeywell).


Media relations

- Manage media relations strategy pitches, requests and interviews.

- Cultivate effective relationships with local, national and trade media journalists, bloggers and freelancers to communicate important messages for inclusion in features, trend pieces, and other favorable brand coverage.

- Facilitated press events on different occasions. The press event held in June 2015 in Phoenix involved a tour and a behind-the-scenes experience to go into the cleanroom where the NASA instrument was being built. Journalists raved about this on social media; each invited outlet covered the story. [View report]

- Secured media coverage in major outlets, including Forbes, Scientific American, Wall Street Journal, Huffington Post, TIME, NPR, and NBC.

 

 

 

 

 

 

 

 

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NASA lunar CubeSat mission: media results

Arizona State University being selected by NASA to build and oversee CubeSat mission garnered significant press coverage and social media activity. More than 30 news articles covered this significant ASU milestone, including seven top-tier placements. Four local TV stations spotlighted this in their newscasts, reaching an estimated audience of 125,000. Print versions were circulated to almost 400,000 readers. On social media alone, this announcement reached approximately 967,000 people. [View full report](https://www.nicolecassis.com/_files/ugd/f9dce5_a8e65916935141bdae39314416fd5033.pdf)


What colleagues say

"I'd rate her as an astute public relations professional, as she can successfully navigate a barrage of top-tier national media requests on a nearly daily basis. She's quick and thoughtful at media relations, and good at keeping up relationships with key journalists."
- Robert, Arizona State University colleague in a LinkedIn review

"She transformed a virtually non-existent public relations/media relations department into a popular powerhouse where science news is delivered instantly and accurately across several different mediums."
- Camelia, Arizona State University colleague in a LinkedIn review

"She is the consummate PR professional, a talented science writer/editor and communications expert in web, print and social media. I highly recommend her as a go-to person, whether it's getting an initiative off the ground, developing brand or deepening relationships with the press."
- Margaret, Arizona State University colleague in a LinkedIn review

"She's a kind of dream marketing director, in that not only can she translate science for the lay audience and write a beautiful press release, she somehow thinks of every need ahead of time and knows everything that is happening."
- Lindy, former boss at Arizona State University:


Media analysis and planning samples

Media Analysis - NASA mission

Media Plan - 50th Anniversary CMS

Space Exploration Assets

Media Plan - Bakrie Initiative

 

Brand strength capabilities

Brand Strength Skills

Market Positioning, Reputation Management, Media Relations, Thought Leadership, Content Marketing, Customer Experience, Influencer Relationships

Press release and earned-media archive (link)

Over the years, I have written and pitched a variety of press releases covering a broad spectrum, from research discoveries and major university announcements, to events and personnel accomplishments. Secured media coverage in several major outlets, including Forbes, Scientific American, Wall Street Journal, Huffington Post, LA Times, TIME, NPR, BBC, and NBC. In the past five years, I have written more than 200 press releases that have resulted in upwards of 700 articles in the media.

View a sampling of press releases and accompanying high-profile media coverage.

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