Gwen Carrington Digital Portfolio


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Gwen Carrington Digital Portfolio

  1. 1. On-Target Marketing Digital Portfolio Gwen Carrington
  2. 2. Allow me to introduce myself… <ul><li>“ Vision is the art of seeing things invisible.” </li></ul><ul><li>Jonathan Swift </li></ul>I believe I have the intuitive, analytical, and strategic gift of “seeing the invisible”. As a result, I know what needs to be done to generate creative communications with efficient processes to deliver the highest levels of productivity. What makes me unique is that first and foremost, I am a storyteller. My innovative narratives possess the ability to educate and motivate audiences. I am adept at telling these stories in a special, attention-getting way and delivering these messages in strategically-directed vehicles that are simple, inviting, memorable and entertaining.
  3. 3. I deliver creative solutions & impressive bottom-line impact.     <ul><li>Gwen Carrington: </li></ul><ul><ul><li>Combines vision with actualization for results </li></ul></ul><ul><ul><li>Loves a challenge & rises above adversity by working smarter & harder </li></ul></ul><ul><ul><li>A genuine, honest co-worker who is fair with colleagues </li></ul></ul>I have more than a decade of professional experience creating successful, strategic marketing programs.  My projects have included electronic communications, special events, advertising, public relations, and related market research. As you will see in the coming pages, I am a jack-of-all-trades who has successfully worn nearly every marketing hat available. Although this portfolio provides a brief glimpse of some of my prouder achievements, I have many more examples I would like to share with you.  Please feel free to contact me if you have any questions. Sincerely, Gwen Carrington
  4. 4. Electronic Communications <ul><li>Roles: </li></ul><ul><li>COPYWRITER </li></ul><ul><li>PROJECT MANAGER </li></ul><ul><li>ART DIRECTOR </li></ul><ul><li>GRAPHIC ARTIST </li></ul><ul><li>PRODUCER/DIRECTOR </li></ul><ul><li>Projects: </li></ul><ul><li>EMAIL </li></ul><ul><li>WEBSITES </li></ul><ul><li>SMS MESSAGING </li></ul><ul><li>ANIMATIONS </li></ul><ul><li>CD-ROM/DVD PRESENTATIONS </li></ul><ul><li>TELEVISION PROGRAMMING </li></ul><ul><li>RADIO ADVERTISEMENTS </li></ul>Gwen Carrington
  5. 5. Electronic Communications <ul><li>DVD ANIMATION & LIFESTYLE VIDEO Project Synopsis: </li></ul><ul><li>I acted as the lead project manager overseeing the development and distribution of a computer animation tour and lifestyle video of a condominium project in the luxury resort community of Lake Las Vegas. </li></ul>Custom DVD case & imprinted DVD. DVD content may be viewed online at the following web address: http:// Gwen Carrington
  6. 6. Electronic Communications <ul><li>MOBILE ADVERTISING SMS CAMPAIGN Project Synopsis: </li></ul><ul><li>I created a SMS advertising component to support our Ready, Set, Save! weekend sales event. I managed the development of the mobile billboards and created the SMS content, which offered opt-ins special incentives and provided directions to the nearest Pardee Homes community. </li></ul>Mobile billboard, promoting the Ready, Set, Save! campaign and displaying the SMS component. Gwen Carrington
  7. 7. Electronic Communications <ul><li>ELECTRONIC FLYER Project Synopsis: </li></ul><ul><li>I regularly created various electronic flyers to accelerate the sales process of various key inventory. In addition to acting as the copywriter and creative director, I also mined email lists through various sources and oversaw the distribution of the messages. </li></ul>Electronic flyer distributed via email to interest lists featuring potential home buyers and key Realtors. Gwen Carrington
  8. 8. Electronic Communications <ul><li>RADIO ADVERTISEMENT Project Synopsis: </li></ul><ul><li>I expanded the home buyers media placements to include radio advertisements tied to various campaigns. In addition to media buying and placements, I wrote the copy, selected the talent and gave creative direction on the audio production. </li></ul>Click on the radio’s volume control to play the Ready, Set, Save! :30 radio commercial. Gwen Carrington
  9. 9. Direct Mail <ul><li>Roles: </li></ul><ul><li>COPYWRITER </li></ul><ul><li>ART DIRECTOR </li></ul><ul><li>GRAPHIC ARTIST </li></ul><ul><li>BULK MAIL SUPERVISOR </li></ul><ul><li>Projects: </li></ul><ul><li>POSTCARDS </li></ul><ul><li>CATALOGS </li></ul><ul><li>SALES & INFORMATIONAL BROCHURES </li></ul><ul><li>SALES LETTERS </li></ul>Gwen Carrington
  10. 10. Direct Mail <ul><li>POSTCARD Project Synopsis: </li></ul><ul><li>I regularly created numerous post cards an direct mail projects to increase qualified traffic in new home community sales offices. In addition to acting as the copywriter and creative director, I also mined mailing lists through various sources and oversaw the mail distribution processes. </li></ul>Post card sent to targeted homebuyers utilizing new US Post Office printing standards, which permitted use of oversized postcard featuring larger design space on back of card. Gwen Carrington
  11. 11. Public Relations <ul><li>Roles: </li></ul><ul><li>COPYWRITER </li></ul><ul><li>MEDIA LIASON/PUBLICIST </li></ul><ul><li>MEDIA SPOKESPERSON </li></ul><ul><li>MEDIA TRAINER/COACH </li></ul><ul><li>MEDIA AWARDS PROGRAM CREATOR/MANAGER </li></ul><ul><li>Placements: </li></ul><ul><li>NEWSPAPERS </li></ul><ul><li>MAGAZINES (LOCAL & NATIONAL) </li></ul><ul><li>RADIO </li></ul><ul><li>TELEVISION </li></ul><ul><li>INTERNET/BLOGS </li></ul>Gwen Carrington
  12. 12. Public Relations <ul><li>MEDIA AWARDS PROGRAM Project Synopsis: </li></ul><ul><li>I created a successful media awards program, which annually recognizes local and national consumer media and national and international industry media. I created the program to promote the American Gem Society’s missions including an understanding of gemology, as well as AGS ideals of ethics, education, and consumer protection. </li></ul>This press release announcing the media awards program I created was carried both in the largest industry trade publication and online at AGS creates Liddicoat journalism award -- JCK-Jewelers Circular Keystone, 12/8/2002 The American Gem Society (AGS) has developed the Richard T. Liddicoat Journalism Award in his remembrance to honor journalists that have made exceptional contributions to the understanding of gemology, as well as AGS ideals of ethics, education, and consumer protection, the Society announced. The Richard T. Liddicoat Journalism Award, presented annually at the Circle of Distinction Dinner, will be awarded in three categories of journalism: jewelry industry/trade reporting, consumer reporting in national/multiple markets and consumer reporting in a local market. The award will be publicized to the journalism community through media releases; in addition, AGS headquarters and AGS membership will contact journalists regarding their eligibility for the award. Richard T. Liddicoat, known as the Father of Modern Gemology, has received numerous accolades for his significant contributions to the jewelry industry including the 2001 AGS Circle of Distinction Lifetime Achievement Award. Liddicoat held various positions including President of the Gemological Institute of America, delegate to the President's Conference on Small Business and author and writer for several professional trade journals and a member to various non-profit organizations. Among his literary accomplishments, Liddicoat published the first handbook of Gem Identification, co-authored The Diamond Dictionary and was the Editor-in-Chief of the GIA flagship publication Gems and Gemology for fifty years. He was dedicated to informing the trade on the various industry advancements, news and developments until his passing in July of 2002. « Back | Print © 2009, Reed Business Information, a division of Reed Elsevier Inc. All Rights Reserved. Gwen Carrington
  13. 13. Public Relations <ul><li>SPECIAL EVENT PUBLICIST Project Synopsis: </li></ul><ul><li>I have acted as Corporate Spokesperson in a wide variety of positions, in addition to providing concise, targeted interviews I am also comfortable in live TV and radio environments and posing for press photos. </li></ul>The media coverage I gen-erated for this event included a placement on the front cover of one of the nation’s largest daily newspapers. Gwen Carrington
  14. 14. Public Relations <ul><li>CORPORATE SPOKESPERSON Project Synopsis: </li></ul><ul><li>I have acted as Corporate Spokesperson in a wide variety of positions, in addition to providing concise, targeted interviews I am also comfortable in live TV and radio environments and posing for press photos. </li></ul>Hey, that’s me! Gwen Carrington
  15. 15. Advertising <ul><li>Roles: </li></ul><ul><li>COPYWRITER </li></ul><ul><li>ART DIRECTOR </li></ul><ul><li>MEDIA BUYER </li></ul><ul><li>CO-OPERATIVE CAMPAIGN MANAGER </li></ul><ul><li>Projects: </li></ul><ul><li>NEWSPAPERS </li></ul><ul><li>MAGAZINES </li></ul><ul><li>RADIO </li></ul><ul><li>TELEVISION </li></ul><ul><li>INTERNET </li></ul>Gwen Carrington
  16. 16. Advertising <ul><li>CO-OPERATIVE ADVERTISING PROGRAM Project Synopsis: </li></ul><ul><li>I upgraded an existing co-operative advertising program for retail jewelry stores to feature television, radio and print announcements. Under my direction the marketing department developed and managed comprehensive advertising materials for program participants, increasing program participation by over 40%. </li></ul>A few samples of the print advertisements created for a $3M annual co-operative advertising program. Gwen Carrington
  17. 17. Advertising <ul><li>MAGAZINE ADVERTISEMENT Project Synopsis: </li></ul><ul><li>Previous advertising materials created for this community utilized traditional home marketing, however this community featured unique housing developed specifically for successful young professionals. I acted as copywriter and creative director and overhauled the ads, and the community experienced a 30% increase in perspective buyer traffic. </li></ul>Energetic yet serene colors were utilized in this print advertisement directed at young professionals. Gwen Carrington
  18. 18. Promotions, Collateral & Special Events <ul><li>Roles: </li></ul><ul><li>COPYWRITER </li></ul><ul><li>PROJECT MANAGER/PRODUCTION MANAGER </li></ul><ul><li>ART DIRECTOR </li></ul><ul><li>GRAPHIC ARTIST </li></ul><ul><li>Projects: </li></ul><ul><li>BROCHURES </li></ul><ul><li>FLYERS </li></ul><ul><li>MAGAZINES/NEWSLETTERS </li></ul><ul><li>CAPABILITIES PIECES </li></ul><ul><li>ANNUAL REPORTS </li></ul><ul><li>SPECIAL EVENTS/TRADE SHOWS </li></ul><ul><li>SIGNAGE/POINT-OF-PURCHASE DISPLAYS/MERCHANDISING </li></ul>Gwen Carrington
  19. 19. <ul><li>CONTEST PROMOTION Project Synopsis: </li></ul><ul><li>I created a contest promotion to get Reno Realtors to visit the Toll Brothers new home communities with their clients. I acted as copywriter, creative director and project manager. As a result of the program the Reno communities experienced a 25% measured increase in Realtor traffic. </li></ul>Promotions, Collateral & Special Events The pocket-sized informational jacket housed a “passport” featuring maps and community information and a page for stamps. Each stamp entitled the Realtor to incentives such as golf and spa gift certificates. Gwen Carrington
  20. 20. <ul><li>CAPABILITIES PIECE Project Synopsis: </li></ul><ul><li>This piece was designed to provide a wide variety of constituents, patients, volunteers and donors, with information on the many ways they could become involved with the non-profit organization. I acted as copywriter, creative director and print manager. The brochure was very successful and the format was used as a template by numerous other chapters. </li></ul>Promotions, Collateral & Special Events I utilized various patient and volunteer photos in the brochure, and the services of professional photographers to achieve the authentic look and feel of the piece. Gwen Carrington
  21. 21. <ul><li>PROMOTIONAL BROCHURES Project Synopsis: </li></ul><ul><li>I led a team developing a overall event theme and corresponding materials to promote the annual member symposium. I acted as copywriter, creative director, print manager and mail manager to produce the extremely well-received brochures which recipients often touted as collector’s items. </li></ul>Promotions, Collateral & Special Events These promotional brochures utilized thematic imagery and creative die-cuts to intrigue attendees. Gwen Carrington
  22. 22. Contact Information <ul><li>(702)813.1010 </li></ul>[email_address] Gwen Carrington