ABOUT ME



Joe Weinzierl Headshot


I am a hybrid digital native. I have researched using books in a library, electronic academic journals, Google.com, and AI. I've communicated with people over a landline, a flip-phone, a smartphone with a keyboard, and a smartphone with a touchscreen.

I am proud of my ability to be resourceful and think outside the box to accomplish something. I've stayed late, driven hundreds of miles, woken up early, spoken to a crowd, called, emailed, texted, and done many things outside my comfort zone to better the company I work for. My experience is mostly with small businesses, meaning I've had many duties outside my designated role. I've gone where I needed to go, when I was needed, to get the company what it needed. That's how it works with small businesses with few resources. I've done HR work, estimating, order processing, writing, graphic design, sales, programming, and learned new software for the company I've worked for. I have experience working, not "pretending to work". I've learned when to ask for help, but in many cases with small businesses with few resources, there is no one to ask for help, so you have to get creative. I excel at this type of creativity. I like a nice, clean solution as much as anyone, and sometimes that's required, but sometimes you need something done, and it doesn't matter how that's executed. I can balance both well, though I lean more towards a clean, tight-fit solution.

I have an eye for aesthetics; sometimes the beauty is in those minor details, and you must have it to get the whole picture. Sometimes you want the feel and that energy, and that energy is a small line, a fifth shade of color, or one particular word choice. I want that, I want that clean exhale and that good feeling of everything being where it's meant to be, even if that's a little wrong and it becomes charming that way. I like the good stuff, subtle but not quiet and boring, bold without being gaudy and loud, playful without being immature, just right. Let's get that. Let's get what's right for your company, to stand out in all the right ways. Let's make your organization a breath of fresh air that people aren't just confident in, but are proud of. Let's have people feel pride working with you, not because they have to, but because they want to, and it's so much the obvious choice compared to anyone else. Let's give people a product that's tried and true and real and good, not just riding the buzz of the moment with features no one will care about a year later. Can we deliver real value, not just stories tricking people into thinking they're getting what they want? True quality. I hope you want that, I do. Everyone is tired of being fed and tricked into being fed cheap trash. Can we give customers what they want, not because it means more sales and more money, but because it's what's truly best for them? Let's sincerely care about and understand our customer and benefit their lives. Let's deliver something without giving anything away because they know it's worth it. I want to sell something without smashing them with buzz word after buzz word and trying to convince them something is the same or better when we cheaped out on our end. Real value, real concern. Respecting our customers and delivering them exactly what they want.

Outside work, I play guitar, produce music in Ableton, design speakers and sound systems, write, draw, take in nature, and cook. I like going out into the community, volunteering, and belonging to groups. I want to meet new people, hear their stories, and learn from them. Moreover, I like creative work and have many ideas for businesses, products, paintings, drawings, musical pieces, and gifts for people. I want real tangible things that make people feel good and make me feel good. That's what it's all about, and that's what I'm all about.



WORK



Professional Instrument Rental Program

Background

Johnstonbaugh's Music Centers operates as a school music dealer and a retail music store, with its primary business centered on renting instruments to students in school music programs and selling musical instruments and equipment to schools. Much of the company's revenue comes from its student instrument rental program, where customers complete rental agreements via an online form hosted on Johnstonbaugh's website.

The Professional Instrument Rental Program existed before my hiring at Johnstonbaugh's. However, customers could only rent instruments within the beginner rental form, listed and categorized like a school, which lacked clarity and visibility for users. The user journey for this program was convoluted, requiring step-by-step instructions at the beginning of the rental form, which interrupted the flow and purpose of the beginner rental process and made it confusing to rent a professional instrument. A streamlined and intuitive program separate from the beginner rental workflow was required.

Objective

In an early discussion with the company owner, he expressed his vision for expanding the professional instrument rental program. He aimed to establish a user-friendly system similar to the beginner rental program, explicitly targeting college-level and professional musicians.

My challenge was to design and implement a user-centric solution that addressed the current system's shortcomings while preserving the integrity of the beginner rental process.

Solution

Challenges Identified

The beginner rental form, repurposed for professional rentals, led to user confusion and detracted from the beginner rental experience. Also, essential user inputs such as school district and school were irrelevant for professional rentals but still required by the form.  However, the Professional Instrument Rental Program needed to appear as a standalone offering but also had to utilize the same form as the beginner rental program to function.

Proposed Solution

Create a dedicated webpage for the Professional Rental Program, prioritizing clarity, usability, and a visually appealing design.

Header Design

The page begins with a banner featuring detailed imagery of professional instruments and the tagline: "Experience the Difference," followed by a brief description of the professional rental program and prominent buttons to log in or create an account, a requirement for the application process.

pro rental page greeting screen grab
Available Instruments

Next, scrolling further down the page is a navigation bar for the user to select the instrument they want to rent.

pro rental page nav screen grab

Clicking on the instrument's name would take the user further down the page to cards for each specific professional instrument available for rent. Each card included a high-resolution image (sourced from manufacturers), a brief description and key specifications of the instrument, and a call-to-action button labeled with the rental price and linked directly to a pre-populated rental form.

pro rental page instrument card screen grab
Streamlined Application Process

The CTA button was linked to an instance of the rental application, pre-filled with the details of the selected instrument, allowing users to complete the process with minimal steps.

pre populated rental contract screen grab

Outcome

The redesigned program had a handful of successes, with several users renting professional instruments. However, significant barriers emerged post-launch.

Challenges Faced

Staff, particularly the credit department led by the owner's wife, expressed reluctance and frustration in processing professional rentals. This cultural resistance undermined the program's internal adoption.  Also, some instruments were returned in poor condition, leading to operational concerns about the viability of professional rentals.  Using actual images of the instruments instead of stock photos could have increased the program's credibility and verified the instrument's condition before renting.

Lessons Learned

Internal communication and buy-in from key stakeholders are critical, and future initiatives should involve all affected departments in addressing concerns proactively.  Incorporating actual images of the rental instruments could enhance credibility and allow better documentation of the instrument's condition before going out to rent. Establishing robust agreements regarding the care and handling of professional instruments would help mitigate risks and set renter expectations.

Conclusion

While the professional rental program demonstrated the potential to fill a niche in the market, its success suffered due to internal misalignment and operational challenges. This project underscored the importance of balancing user-centric design with organizational readiness and process optimization. The insights gained from this project inform my approach to creating solutions that consider user needs and organizational dynamics.





Trombone Day 22'

Background

Johnstonbaugh's Music Centers is primarily a school music dealer, serving educational institutions and students through instrument sales and rentals. Johnstonbaugh's is also a retail music store, a minor revenue contributor with significant growth potential. A unique characteristic of Johnstonbaugh's retail business is its position as Western Pennsylvania's exclusive custom Shires Trombone dealer, a brand highly regarded by professional trombonists.  Johnstonbaugh's is committed to the professional trombone community by stocking Shires trombones, employing specialized trombone repair technicians, and stocking other high-end trombone inventory.

Before the COVID-19 pandemic, Johnstonbaugh hosted an annual promotional event called Trombone Day, which included performances, manufacturers' exhibits, and merchandise sales. They canceled the event during the pandemic due to COVID-19 concerns but reinstated it in 2022 following my hiring as a Marketing and Website Specialist. My task was to organize, promote, and ensure the event's success while leveraging it to enhance the company's reputation and drive sales.

Objective

The goal was to relaunch Trombone Day as a well-attended event that engaged the trombone community, showcased Johnstonbaugh's expertise and inventory, and drove sales. Key success metrics included attendance, engagement, and event-related sales.

Solution

Research and Planning

I engaged with trombone forums, social media groups, influencers, and Pittsburgh-based trombonists to understand the wants and needs of the professional trombone community.  I also attended the 2021 International Trombone Festival and networked with attendees.

This research shaped an event itinerary that catered to the community's interests while highlighting Johnstonbaugh's unique offerings.

Event Design

I invited representatives from five leading trombone manufacturers to showcase their instruments and accessories, allowing trombone players to play-test various professional-level trombones in one location.  I chose vendors based on popularity at the International Trombone Festival, which corresponded with their overall reputation within the community. The event also featured a masterclass from a respected symphony trombonist, a university trombone choir performance, and a masterclass from a renowned local jazz trombone player.  Players interested in professional and custom trombones are often immersed in the academic music community, pursuing studies in trombone to play in a symphonic or jazz-based musical context.  I created the event's itinerary with this considered. 

Marketing Strategy

Webpage

I created a dedicated web page to legitize the event.  The page began with an attention-grabbing headline, followed by the date and time of the event, an "Add to Calendar" button, and a list of attractive characteristics about the event.

tbone day page greeting screen grab

Following the main headline was a section dedicated to the masterclasses and performances featured at the event.  The section included the scheduled times for the performances, descriptions of the sessions, titles of the parties involved, links to their web pages, and supplemental media (pictures and video) to qualify the seminar hosts and boost the attractiveness of the sessions.

tbone day page masterclass schedule screen grab

Next was a section of the page listing the vendors exhibiting at the event.  I created dedicated cards for each vendor, including their logo, a three-sentence description describing the brand's history, and a high-quality promotional video from the vendors, which focused on the history of the company and the care and quality involved in producing their instruments.

tbone day page vendor card screen grab
Social Media and Email Marketing

Recurring promotional emails were sent on an ongoing basis until the event, as well as personal email invitations to educators and influencers.  Also, I created a Facebook event and regularly posted to feeds on social media.  I also purchased advertising through Meta shortly before the event.

facebook event banner screen grab

Also, educational interviews with masterclass educators were conducted and shared via the company newsletter and social media.

Outcome

The event successfully showcased Johnstonbaugh's expertise and cemented its reputation as a trusted dealer of professional trombones. However, attendance fell short of expectations, which limited sales potential.

Challenges Identified

The event coincided with a significant regional band competition, reducing attendance from high school students, a key demographic for purchasing professional trombones. Also, while impactful, the late launch of paid Facebook ads limited the campaign's reach.  In addition, I should have shared the lengthy, high-quality interviews with the masterclass educators with music publications and directly with other educators to extend promotion and engagement for the event.  It is also possible that lingering COVID-19 fears may have discouraged attendance.

Takeaways and Lessons Learned

Paid social media ads proved highly effective and should have been part of the initial marketing strategy. Likewise, avoiding conflicts with significant events like band competitions is critical to maximizing attendance.  Also, I should have shared the interviews and rich content with external publications and educators, which would have boosted awareness and goodwill toward the business.  Likewise, addressing pandemic-related hesitations might have increased participation in the event.

Conclusion

Trombone Day 2022 successfully highlighted Johnstonbaugh's expertise and solidified its standing in the trombone community. While the event operated smoothly and was well-received by attendees, timing and marketing execution limited the event's full potential. Future events can build on these lessons to increase awareness, attendance, and sales.





Music Educators Appreciation Dinner

Background

Johnstonbaugh's Music Centers is a school music dealer and a vital resource for educational institutions in Western Pennsylvania. School music educators are key clients, as they are the decision maker for supply purchases for their school and influence where students rent instruments for their programs. With student rentals lasting 12–36 months and generating $25–$100 per month, the revenue potential tied to these educators is substantial.

The Pennsylvania Music Educators Association (PMEA) annual in-service conference is the state's foremost gathering of music educators. It features workshops, competitions, and a tradeshow for school-affiliated vendors like Johnstonbaugh's. Recognizing an opportunity to build deeper relationships with educators, I proposed hosting the Music Educators Appreciation Dinner event the evening before the 2024 PMEA Conference.

Objective

The goal was to host a memorable event that fostered goodwill and strengthened relationships with existing customers, introduced Johnstonbaugh's to potential clients in a friendly, non-sales setting, and differentiated the company from competitors by offering a high-quality event to show appreciation to the educators for serving the community.

Solution

A venue that offered quality food, reasonable pricing, and proximity to the conference hotel was selected. Johnstonbaugh's also purchased a shuttle service to accommodate attendees wishing to consume alcohol. For entertainment, a Johnstonbaugh's sales representative and the members of the President's Brass Quartet, a brass band composed of former PMEA Presidents who perform annually at the conference, agreed to perform at the event.  Another Johnstonbaugh's employee was a professional pianist who agreed to play light music during the dinner.

Branding and Invitations

A formal logo featuring a lyre, a symbol of music education, was created to establish a polished theme.  I selected a sans-serif font for the text to demonstrate the event as an upscale affair yet still approachable and relaxed.

Music Educators Appreciation Dinner logo

Invitations were printed on natural-colored paper with black ink for an elegant, minimalist aesthetic. Each invitation included key details about the event and a QR code linking to a dedicated webpage for invitees to RSVP.

  

The mobile- and desktop-responsive dedicated webpage for RSVPs reiterated the event details. They included an embedded map of the venue from the hotel, titles and images of the evening performers, as well as a Microsoft 365 embedded RSVP form.

Music Educators Appreciation Dinner landing page screen grab

Marketing and Outreach

The print invitations were mailed in a matching envelope to over 300 teacher customers four weeks before the event.  Sales representatives followed up with invitees who had not RSVP'd one week later with personalized emails, including a digital version of the invitation.  Salespeople followed up again with an email with the digital invitation the following week, with the body of the email message changed to a final reminder about the event.  Lastly, I sent a confirmation email to registered attendees two days before the event, restating the details, including shuttle pickup times.

Outcome

The event was well-received by attendees, with 30–40 invited educators attending. The evening featured plentiful food and drink, engaging entertainment, and meaningful conversations. The event visibly strengthened relationships between educators and Johnstonbaugh's staff.

Challenges and Lessons Learned

During the event's planning process, the owner agreed to identify prospective clients to invite.  However, he did not do that, limiting the event's impact to only existing relationships. Also, only two attendees used the shuttle, which was an unnecessary expense.  I also should have sent a post-event survey to gather feedback about the event and nurture relationships.  Also, while keeping the event discreet to avoid alerting competitors, a private email to customers and prospects highlighting the event's success could have generated goodwill without compromising its exclusivity.

Conclusion

The Music Educators Appreciation Dinner was a successful initiative that deepened existing client relationships and showcased Johnstonbaugh's commitment to the music education community. While future iterations could benefit from refined strategies in outreach and follow-up, this event demonstrated the value of creating meaningful, in-person experiences for key stakeholders.







RESUME



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CONTACT



Linkedin:

linkedin.com/in/joeweinzierl

Email:

joe719@gmail.com