co  Carla Hansen / portfolio




              py
branding : : advertising : : online marketing : : direct marketing



  ...
Carla Hansen / Keeper of words. Protector of Danes




Health care, telecom, technology and credit cards – to name just a ...
United HealthCare
> Supplemental Insurance




 United HealthCare is an industry leader. To bolster consumer awareness and...
United HealthCare
Print campaign.
47 million Americans are under-insured, leaving
them with a ‘gap’ in their health covera...
United HealthCare
Print campaign.
Overview: 47 million Americans are under-
insured, leaving them with a ‘gap’ in their
he...
United HealthCare
Print campaign.
Overview: 47 million Americans are under-
insured, leaving them with a ‘gap’ in their
he...
Special placement print ad unit:
The concept plays out into a range of executions.
This wide MD ad is designed to run acro...
Web concepts:
Online, the gap is illustrated by the use of medical situations and objects that don’t normally
have breaks ...
Environmental:
The caduceus is dramatically split, creating bold, memorable imagery for gap awareness – and
the product as...
Direct Mail:
Every component of the DM piece is an opportunity to portray the gap, from the copy
and type design on the OE...
Premiums:
A prescription pill bottle delivering a USB port engages the viewer and rewards their action.




              ...
The Children’s
Eye Foundation


This organization sought to raise awareness for Amplyopia, a childhood condition
that can ...
Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.



                ...
Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.



                ...
Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.



                ...
BellSouth
 > Large Business Solutions




BellSouth was a leader in voice technology. But for BellSouth to remain competit...
BellSouth                                         BellSouth Large Business > Acquisition


Metro Ethernet
Target: C-level ...
BellSouth                                      BellSouth Large Business > Acquisition


Networkers 2003.
Approach: Mailing...
BellSouth                                            BellSouth Large Business > Acquisition


Wireless LAN.
BellSouth deve...
BellSouth                                       BellSouth Large Business > Acquisition


Networkers, annual IT trade show....
BellSouth
> Small Business Solutions




Small business owners have unique challenges. But their common need
is to derive ...
BellSouth                                           BellSouth Small Business > Retention


Product: Local and long distanc...
BellSouth                                           BellSouth Small Business > Retention


Product: Local and long distanc...
BellSouth                                           BellSouth Small Business > Retention


Product: Local and long distanc...
BellSouth                                           BellSouth Small Business > Retention


Product: Local and long distanc...
BellSouth                                           BellSouth Small Business > Retention


Product: Local and long distanc...
BellSouth                                         BellSouth Small Business > Retention


Product: Bundled solutions for
th...
BellSouth WIFI
> FastAccess WIFI HotSpot




Charlotte, NC was chosen as a test market for free wireless Internet access
i...
BellSouth                                          BellSouth WIFI HotSpot > Product launch


Product: FastAccess WIFI HotS...
BellSouth                                      BellSouth WIFI HotSpot > Product launch


Product: FastAccess HotSpot WIFI....
BellSouth                                      BellSouth WIFI HotSpot > Product launch


Product: FastAccess HotSpot WIFI....
BellSouth                                      BellSouth WIFI HotSpot > Product launch


Product: FastAccess HotSpot WIFI....
Capri



Capri is defined by fashion, style and how individuals express themselves creatively.


Our challenge:
Capri’s sty...
Capri
Branded content.
Captivate is the maglette that’s all about style,
sharing need-to-know news on fashion trends,
acce...
Capri
Capri fulfillment.
As a thank you for participating, we followed
up with consumers whose stories were
chosen for fut...
Capri
Capri value add.
Coupons are the core strategy of our
business, but we’re always challenged
to deliver more relevant...
The Global Marketer



The Global Marketer is an online resource that puts business in touch
with the world’s most compreh...
The Global Marketer
Email invite for award dinner.
The stage was literally set as the event
and dinner were held at Madame...
The Global Marketer
Award program guide.
Simple and clean we kept the theme of the
venue integrated with the program guide...
The Global Marketer
Online newsletter.
Folks did have fun at the event, but we also
needed to take care of business. At th...
NVC Logistics



NVC Direct is the nationwide transportation management company
dedicated to the delivery of high-value, o...
NVC Logistics.
Logo Design.
The logo needed to demonstrate movement
in two directions, since the company provides
both del...
NVC Logistics.
Website.
The website was the first communication
for us to brand an give it a look, feel and
tone that is ow...
NVC Logistics.
Sales collateral.
By the second marketing piece you can see the
strength of the brand. Keeping a consistent...
NVC Logistics.
Newsletter.
We just completed this newsletter that
is used as another sales tool for reps.

Topics include:...
GerberLife
Life Insurance




New parents want the absolute best for their new baby – including financial protection.


Ou...
GerberLife

Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Jo...
GerberLife

Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Jo...
GerberLife

Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Jo...
GerberLife                                              GerberLife > Acquisition mail


Product: Gerber Life Grow-Up Insur...
Carla Hansen / keeper of words




Congratulations. You’ve met the virtual version of me and my work.
But it’s just a star...
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C.Hansen.Folio.2009(2)

  1. 1. co Carla Hansen / portfolio py branding : : advertising : : online marketing : : direct marketing 1
  2. 2. Carla Hansen / Keeper of words. Protector of Danes Health care, telecom, technology and credit cards – to name just a few. Those are some of the categories Carla Hansen has written for over the past 14 years. With experience grounded in direct and integrated marketing, her most recent work at Draftfcb was for United HealthCare products endorsed by AARP. This included both acquisition and customer communications for two lines of business. Before that, Carla was lead writer for the direct & interactive division at Margeotes Fertitta Powell, executing all work for SunCom, a regional telecom. Frequent client contact meant Carla was able to hone her presentation and client skills even further. The whole telecom connection started at G2 direct & digital, formerly Grey Direct. She was a member of the creative team for BellSouth’s large and small business units – and pitched in on projects for the Chase credit card business. Her time at the agency also included writing for tobacco brand, Capri, where she created an entire CRM magazine wrapped in style. Not bad for a writer whose first ad agency job was in Beijing, China. 2
  3. 3. United HealthCare > Supplemental Insurance United HealthCare is an industry leader. To bolster consumer awareness and appeal, they garnered AARP’s endorsement for these products. Our challenge: To give these healthcare solutions powerful impact in a crowded category. 3
  4. 4. United HealthCare Print campaign. 47 million Americans are under-insured, leaving them with a ‘gap’ in their health coverage. United HealthCare and AARP have joined forces to help Close the Gap with a range of supplemental health insurance products. Using familiar health-related symbols, these ads clearly demonstrate the coverage gap, both visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry and a call-to-action. And unlike the norm in this category, no stereotypical ‘happy people’ shots are used. 4
  5. 5. United HealthCare Print campaign. Overview: 47 million Americans are under- insured, leaving them with a ‘gap’ in their health coverage. United HealthCare and AARP have joined forces to help Close the Gap with a range of supplemental health insurance products. Using familiar health-related symbols, these ads clearly demonstrate the coverage gap, both visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry and a call-to-action. And unlike the norm in this category, no stereotypical ‘happy people’ shots are used. 5
  6. 6. United HealthCare Print campaign. Overview: 47 million Americans are under- insured, leaving them with a ‘gap’ in their health coverage. United HealthCare and AARP have joined forces to help Close the Gap with a range of supplemental health insurance products. Using familiar health-related symbols, these ads clearly demonstrate the coverage gap, both visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry and a call-to-action. And unlike the norm in this category, no stereotypical ‘happy people’ shots are used. 6
  7. 7. Special placement print ad unit: The concept plays out into a range of executions. This wide MD ad is designed to run across the bottom of a newspaper spread. 7
  8. 8. Web concepts: Online, the gap is illustrated by the use of medical situations and objects that don’t normally have breaks in them. As the viewer rolls-over each visual, a pop-up provides relevant product messaging as it closes the gap. 8
  9. 9. Environmental: The caduceus is dramatically split, creating bold, memorable imagery for gap awareness – and the product as solution. 9
  10. 10. Direct Mail: Every component of the DM piece is an opportunity to portray the gap, from the copy and type design on the OE and letter, to the pill capsule visual of the brochure. 10
  11. 11. Premiums: A prescription pill bottle delivering a USB port engages the viewer and rewards their action. 11
  12. 12. The Children’s Eye Foundation This organization sought to raise awareness for Amplyopia, a childhood condition that can lead to serious vision problems and blindness if untreated. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 12
  13. 13. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 13
  14. 14. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 14
  15. 15. Our challenge: To educate parents about the early symptoms and to help in the diagnosis and treatment. 15
  16. 16. BellSouth > Large Business Solutions BellSouth was a leader in voice technology. But for BellSouth to remain competitive, they needed to deliver Voice & Data Solutions across all lines of business. Our challenge: To brand BellSouth, give it a unique look & deliver on our new tagline. Listening. Answering. 16
  17. 17. BellSouth BellSouth Large Business > Acquisition Metro Ethernet Target: C-level executives and IT managers They’re challenged to communicate across platforms and applications with existing equipment. Approach: After driving prospects to a landing page for data collection in Mailing #1, Mailing #2 rewards their actions. 17
  18. 18. BellSouth BellSouth Large Business > Acquisition Networkers 2003. Approach: Mailing #2, a solar port, was hand-delivered by a BellSouth representative as a thank you gift. 18
  19. 19. BellSouth BellSouth Large Business > Acquisition Wireless LAN. BellSouth developed a Wireless LAN solution specifically designed for the healthcare industry. Target: IT managers. Also targeted were hospital decision-makers and doctors. Approach: A CD with testimonial demonstrations of the LAN solution was delivered in this self-mailer. The offer included free lunch when a learning session was scheduled. 19
  20. 20. BellSouth BellSouth Large Business > Acquisition Networkers, annual IT trade show. Target: Networkers is an annual technology conference attended by IT professionals from around the country. Approach: A range of printed pieces and a premium were created to drive attendees to the BellSouth booth Results: The ‘brains’ ran out before the end of the event ended and the positive buzz gave BellSouth the desired cool factor. This initiative won the PBI Media award for “Best Trade show Marketing.” 20
  21. 21. BellSouth > Small Business Solutions Small business owners have unique challenges. But their common need is to derive optimal value from the service providers that help them keep working. Our challenge: To demonstrate the savings & simplicity of bundled solutions from BellSouth. 21
  22. 22. BellSouth BellSouth Small Business > Retention Product: Local and long distance, Internet and wireless service bundled for optimal savings. Target: Small business customers and prospects looking for value. Approach: A range of creative executions were tested, from promotional to official. Results: The official mailings performed better than promotional approaches, as did letters with side-by-side comparison charts. 22
  23. 23. BellSouth BellSouth Small Business > Retention Product: Local and long distance, Internet and wireless service bundled for optimal savings. Target: Small business customers and prospects looking for value. Approach: A range of creative executions were tested, from promotional to official. Results: The official mailings performed better than promotional approaches, as did letters with side-by-side comparison charts. 23
  24. 24. BellSouth BellSouth Small Business > Retention Product: Local and long distance, Internet and wireless service bundled for optimal savings. Target: Small business customers and prospects looking for value. Approach: A range of creative executions were tested, from promotional to official. Results: The official mailings performed better than promotional approaches, as did letters with side-by-side comparison charts. 24
  25. 25. BellSouth BellSouth Small Business > Retention Product: Local and long distance, Internet and wireless service bundled for optimal savings. Target: Small business customers and prospects looking for value. Approach: A range of creative executions were tested, from promotional to official. Results: The official mailings performed better than promotional approaches, as did letters with side-by-side comparison charts. 25
  26. 26. BellSouth BellSouth Small Business > Retention Product: Local and long distance, Internet and wireless service bundled for optimal savings. Target: Small business customers and prospects looking for value. Approach: A range of creative executions were tested, from promotional to official. Results: The official mailings performed better than promotional approaches, as did letters with side-by-side comparison charts. 26
  27. 27. BellSouth BellSouth Small Business > Retention Product: Bundled solutions for the healthcare and hospital industry. Target: Hospital administrators and doctors. Approach: High-Impact Direct Mail. For this vertical market, we mailed a stainless steel clipboard with the offer in X-ray form on film. Results: While the official mailings performed better than our promotional approaches, based on our volumes. The high-impact mailing opened the door to more meetings enabling BellSouth representative to close better deals. 27
  28. 28. BellSouth WIFI > FastAccess WIFI HotSpot Charlotte, NC was chosen as a test market for free wireless Internet access in public places: BellSouth FastAccess HotSpots. Our challenge: Part one was to convince business owners to participate for increased traffic. The second part was to build awareness and drive consumers into BellSouth HotSpots for free Internet access. 28
  29. 29. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess WIFI HotSpot. Target: Retail business owners in Charlotte, NC. Ideal businesses to participate include cafes, bookstores or anywhere customers would linger and spend time on their laptop. Approach: Sales kit. A sales kit with Charlotte-specific map theme was designed to build awareness of the new program and motivate participation. Results: Calls or contracts Signed. The program developed momentum quickly. Over 60 contracts signed as BellSouth Wi-Fi HotSpots during the first phase of the launch. 29
  30. 30. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: In-store signage and Point-of-Sale A bold poster and 3-way signage helped build program awareness. 30
  31. 31. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: In-store signage and Point-of-Sale A bold poster and 3-way signage helped build program awareness. 31
  32. 32. BellSouth BellSouth WIFI HotSpot > Product launch Product: FastAccess HotSpot WIFI. Target: Existing customers and consumers who would consider switching to BellSouth Approach: Awareness self-mailer which included a reminder wallet card to visit BellSouth HotSpots. Results: Increased traffic, longer visits Locations with HotSpots saw increased sales. 32
  33. 33. Capri Capri is defined by fashion, style and how individuals express themselves creatively. Our challenge: Capri’s style & fashion comes to life through impactful direct mail executions. Formats engage new & existing customers through coupons & CRM programs. 33
  34. 34. Capri Branded content. Captivate is the maglette that’s all about style, sharing need-to-know news on fashion trends, accessories, beauty insights, home décor, design, travel and simply surrounding yourself with beauty. CRM program: This engaging format reflects the pack shape and its content invites readers to participate in a dialog of fashion & style. We consciously do not sell product in a promotional manner in this mailing. However, coupons are discretely bound into the spine of Captivate. Coupon redemption is the core strategy of all mailings. 34
  35. 35. Capri Capri fulfillment. As a thank you for participating, we followed up with consumers whose stories were chosen for future issues of Captivate. Incentives: In this mailing, the consumer received a set of cards with fashion imagery supported by stylish copy, reinforcing the brand story. Form & function: A closer look reveals that the cards are also a calendar. They mail in a tin box that reflects the slim shape of the product packaging. 35
  36. 36. Capri Capri value add. Coupons are the core strategy of our business, but we’re always challenged to deliver more relevant content to support the brand. Coupons: Using inline formats to achieve our goals, we’re able to personalize the carrier and coupons. The number of coupons, and their value, also vary by customer. Value add incentives: In this mailing, the consumer received a set of cards with fashion imagery supported by stylish copy, reinforcing the brand story. 36
  37. 37. The Global Marketer The Global Marketer is an online resource that puts business in touch with the world’s most comprehensive case histories for below-the-line marketing. Our challenge: Create event materials for the annual Diamond Awards. 37
  38. 38. The Global Marketer Email invite for award dinner. The stage was literally set as the event and dinner were held at Madame Tussaud’s Wax Museum. The banquet room and cocktail hour had wax figures staged in a variety of places. In fact some of them were seated with our guests at the dinner tables. Given the theme of the venue we were able to serve up invitations and event materials fitting a Hollywood red carpet event. 38
  39. 39. The Global Marketer Award program guide. Simple and clean we kept the theme of the venue integrated with the program guide. 39
  40. 40. The Global Marketer Online newsletter. Folks did have fun at the event, but we also needed to take care of business. At the event we announced the newly designed newsletter. Separate form the website this newsletter would feature content unique to the subscriber. They could pick and choose from a number of categories of interests based on price. 40
  41. 41. NVC Logistics NVC Direct is the nationwide transportation management company dedicated to the delivery of high-value, oversized products Our challenge: Create an identity program for NVC. This led to the development of their website, SEO, SEM, tagline, print ads, sales collateral, direct mail and trade show. 41
  42. 42. NVC Logistics. Logo Design. The logo needed to demonstrate movement in two directions, since the company provides both delivery and return services. We also created their tagline. When delivery is more than a destination. 42
  43. 43. NVC Logistics. Website. The website was the first communication for us to brand an give it a look, feel and tone that is own-able to NVC. We looked at the competitive landscape to help us differentiate ourselves. We added flash elements that can easily be updated over time.  click on website 43
  44. 44. NVC Logistics. Sales collateral. By the second marketing piece you can see the strength of the brand. Keeping a consistent look, feel and tone is important to the success of any marketing strategy. We encouraged prospects to: • call. • go online. • email a sales representative 44
  45. 45. NVC Logistics. Newsletter. We just completed this newsletter that is used as another sales tool for reps. Topics include: • proprietary logistics technology. • new location. • green efforts. 45
  46. 46. GerberLife Life Insurance New parents want the absolute best for their new baby – including financial protection. Our challenge: To attract lower-income parents to this financial product as a way to safeguard their child’s future and also as a product to borrow against if needed. 46
  47. 47. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 47
  48. 48. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 48
  49. 49. GerberLife Approach: Print Campaign. Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone. 49
  50. 50. GerberLife GerberLife > Acquisition mail Product: Gerber Life Grow-Up Insurance is a Whole Life insurance plan that protects families as they build a nest egg for their child’s future, or to borrow against after the first year. Target: Parents and grandparents of children in low to lower-middle income families who trust the Gerber name for quality. Approach: Package is branded by leveraging the Gerber “Journey” TV spot for look and tone. Results: Response increased with the fresh visual approach & first-person voice of the copy. 50
  51. 51. Carla Hansen / keeper of words Congratulations. You’ve met the virtual version of me and my work. But it’s just a starting point. To see how I can help your team and clients, let’s have a conversation. I’ll be happy to learn more so I can jump into a freelance assignment or something more permanent. mobile: 917.608.8659 email: carlahansen1@gmail.com : : thank you. 51
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