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Portfolio Passport

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  • 1. Creative Portfolio Passport Traveled by Christina Riesbeck for over 9 years
  • 2. Welcome to My Creative Portfolio Passport During your visit, you’ll have VIP access to Be sure to read my All-Inclusive Travel some of my major career accomplishments. Specialties, as they are the ticket to a Remember, this is just a snapshot into my successful project delivery. nine-year career. I have many wonderful stories and details to share—should you have a desire to upgrade to a more personal, one-on-one tour. VIP Tour Agenda: Special Project Adventures (4) Guided Print Collateral Tour Guided Direct Mail Tour Guided E-Mail Tour Event Planning Expeditions (4)
  • 3. All-Inclusive Travel Specialties As a seasoned advertising explorer, I know it’s important to pack the following checklist when preparing for an upcoming Necessary Items for journey: – Set a goal or goals for the project Any Comprehensive – Determine a target audience – Develop a strategy to reach goals Project Journey: – Build a marketing plan and tactics Digital Marketing – Stay true to the brand – Create a creative brief for project Brand Management development Strategic Thinking – Constantly revisit the strategy (or Creative Concepting revise the strategy if needed) – Deliver the final project on budget Project Management and on time – Measure results and develop areas of improvement for future projects
  • 4. Special Project Adventure – 1 Teacher-Author Contest http://stories.sraonline.com/splash.html I oversaw every aspect of the contest, which lasted for three years The contest received over 2,600 entries (poems and stories in English and Spanish) for Grades Pre-K-6 The Contest duration was March - December 2006 A comprehensive branding, promotions, and public relations campaign was created to encourage entry and build interest around a new Pre-K-6 reading and language arts program: – E-Mail, Web Site, Contest Rules, Public Relations, Print Advertising, Flyers, Promotional Items (mouse pads, journals, pens, etc.), Screensavers, Banner Ads, Postcards, Lapel Pins, Contest Logo, etc. As the lead project manager: – I worked with the corporate legal team to create and revise the contest rules – I directed advertising and PR agencies on branding and creative strategy/design – I helped the editorial department with I directed publishing the winners’ books creative strategy Contest Web Site Home Page and content development for this entire campaign
  • 5. Special Project Adventure – 1 Teacher-Author Contest http://stories.sraonline.com/splash.html Postcards (English and Spanish) •Created 8 total postcards •Sent postcards to targeted audiences of 50,000 each Contest Winner News Article •Quoted by the media Contest Poem Winner Book Mouse Pad and Button
  • 6. Special Project Adventure – 1 Teacher-Author Contest http://stories.sraonline.com/splash.html I managed every aspect of this campaign, Sample of Trade Publication Ads including Spanish (English and Spanish) promotions •Placed ads in over 6 Trade Publications
  • 7. Special Project Adventure – 2 Response to Intervention Solutions Virtual Conference http://www.sraonline.com/mail_downloads/2009_rti_solutions_vc.html I directed all public relations activities, marketing and promotions, prizes, and branding for the company’s first-ever virtual conference 4% response rate – 848 Total Registrants – 335 Total Visitors (Launch Date) 6 booths were featured offering downloadable product information, overview videos, audio/visual presentations, chat room and forums, avatar creation and e-business card exchange, etc. A comprehensive promotions campaign was created to encourage registration and attendance – E-Mail, Virtual Conference Web Home Page, Public Relations Activities, Flyers, Online Banner Ads, Google AdWords, etc. I was interviewed by media and quoted in various online and print publications Virtual Conference Screen Grabs
  • 8. Special Project Adventure – 2 Response to Intervention Solutions Virtual Conference http://www.sraonline.com/mail_downloads/2009_rti_solutions_vc.html Banner Ad •Posted on various Web sites targeting school district administrators Google AdWords Result: •Average CTR rate = 0.10% •Highest CTR rate = 0.13%
  • 9. Special Project Adventure – 2 Response to Intervention Solutions Virtual Conference http://www.sraonline.com/mail_downloads/2009_rti_solutions_vc.html Follow-up E-Mail Linking to E-Survey I wrote copy for the Web page and e-mail, as well as developed E-Invite with Audio WebCast questions for the and Link to Online Registration follow-up e-survey
  • 10. Special Project Adventure – 3 Imagine It! Marketing Teaser Web Site www.ImagineItReading.com I was part of the creative team who planned and executed all public relations activities, marketing and promotions, and branding for the new program’s teaser Web site. As part of the creative team, I helped: – Select voice-over talent (kids and adults) – Brainstorm navigation ideas, design, and content – Review, edit, and finalize information – Promote the Web site internally and externally A comprehensive promotions campaign was created to encourage visitors: – E-Mails, Public Relations Activities, Flyers, Online Banner Ads, etc. This project stemmed from the Teacher-Author Contest that I solely managed: – Developing the Web site in English and Spanish was a critical detail – The visuals and messaging between this Web site and all the Brochures, E-Mails, etc. for this new program were key to tying all elements of the campaign together Teaser Site Screen Grabs
  • 11. Special Project Adventure – 3 Imagine It! Marketing Teaser Web Site www.ImagineItReading.com Teaser Site E-Mail I wrote copy for the e-mails and ads, as well as concepted ideas, like placing Teaser Site Ads program icons on the surf boards in the brochure Teaser Brochure
  • 12. Special Project Adventure – 4 The SRA National Sales Meeting – New Product Launch I was part of the creative team who planned and executed all marketing and promotions, as well as branding for the new program’s internal teaser campaign The teaser campaign started several months before the company sales meeting (July 2007) to build interest and excitement about the new program that would be unveiled at the sales meeting A comprehensive promotions campaign included: – E-Mails, Teaser Web Site, Logos, Rubber Stamps, Flyers, Recordable-Voice Pens, Nimlock Banners, File Folders, etc. The Teaser Web site was the heart of the campaign: – Each month a top-secret mission was e-mailed to the company’s 250+ sales representatives and managers – The sales teams were encouraged to visit the Web site to act on the missions Teaser Web Site Screen Grab (missions were online games built around the new program’s features and benefits) and Rubber Stamp Impressions – The interactive informational method was very effective with the sales teams I was a member The new program had revenue potential of of the development $100,000,000 and branding team for this internal product launch
  • 13. Special Project Adventure – 4 The SRA National Sales Meeting – New Product Launch Screen Grabs from the 7-007 Teaser Web Site I helped develop the navigation concepts for various parts of this internal Web site
  • 14. Special Project Adventure – 4 The SRA National Sales Meeting – New Product Launch Screen Grabs from the Features & Benefits Mission •This mission was to unlock the features and benefits of the new program aboard a container ship •The ship carried hundreds of containers but only three of them were locked with a padlock •There was a two-minute limit to locate the padlocked containers •There was a race against the clock to learn the features and benefits of the new program
  • 15. Special Project Adventure – 4 The SRA National Sales Meeting – New Product Launch I helped plan the sales meeting Sales Meeting Nimlock Banners implementation of the 7-007 theme Sales Meeting File Folder
  • 16. Guided Print Collateral Tour Managed and directed over 75 print projects a year Developed paginations/book maps Concepted design ideas for covers and inside pages Wrote some headlines and copy Proofread and edited content Managed branding I completed Strategized call-to-actions these brochures Managed stock photography purchases (considered in just 45 days ages, ethnicities, genders, and other diversities) (inception through print production) Supervised photo shoots and directed photography Stanley Steemer Managed print production (print quotes, formats, Internal Company paper selection, proofs, color correction, die-cuts, Newsletter/Magazine inventory, etc.) Attended press runs when necessary Assisted with catalog development (proofreading, copywriting, navigation, and ease of use) Spelling Brochure
  • 17. Guided Print Collateral Tour Annual Report Brochures with Foiling Treatment I was project manager for these large-scale product brochures and provided a lot of Brochure and Sell Sheet creative direction
  • 18. Guided Print Collateral Tour Photo Library Brochure/Card Sampler I developed an overall Imagine It! Pre-K creative strategy and Brochure page design concepts, so the brochure tells a story from front to back covers
  • 19. Guided Direct Mail Tour Managed and directed over 15-25 direct mail projects a year Determined messaging for various targeted audiences, sometimes leading to two campaigns per project Wrote copy and headlines Proofread and edited content Managed branding Strategized call-to-actions Managed print production (print quotes, formats, paper selection, proofs, color correction, die-cuts, postage rates, etc.) Gathered lists for customer and prospect mailings— working with internal databases and external vendor marketing databases I worked with agencies to develop attention-grabbing direct mail formats that would entice educators to open their mail Scoring High Letter and Envelope
  • 20. Guided Direct Mail Tour Time Warner Cable Customer Appreciation Mailer Time Warner Cable I successfully requested Customer Channel Guide 10 local businesses Promoting Mailer (in only two weeks) to offer coupons in the Time Warner Cable Customer Appreciation Mailer
  • 21. Guided Direct Mail Tour Reading Labs Brochure Mailer with Letter and Perforated Business Reply
  • 22. Guided Direct Mail Tour DVD Mailer I worked closely with an advertising agency to create the concepts and designs for these unique mailers Venetian Blind Window Mailer Oversized Postcard
  • 23. Guided E-Mail Tour Managed and directed over 100 E-Mail projects a year Wrote subject lines, body copy, as well as coinciding Registration Pages and mini-site Home Pages Gathered lists for internal and external deployments— working with internal databases and external vendor marketing databases Directed creative concepts and creation of E-Mail Banners and coinciding Web Page Banners Managed branding Initiated, strategized, wrote, and designed customer- facing regional product newsletters Worked with PR agency to create several current events customer Newsletters (proofread, wrote copy, provided content ideas, etc.) Product E-Mails To become a more personalized company, my team conducted a small test by deploying e-mails containing recipients’ names and titles; and we are researching a more advanced PURL technology to implement
  • 24. Guided E-Mail Tour Imagine It! California Regional E-Newsletter and Downloadable PDF •Deployed two issues over a four-month period (one of each issue went to over 50,000 teachers and one of each issue went to over 50,000 superintendents and other educational titles) •The purpose was to build awareness about a new program up for purchase in California •The branding for this E-Newsletter ties to all other program promotions developed over the past several years
  • 25. Guided E-Mail Tour I wrote copy for both the e-mail and Web page, as well as created Direct Instruction Product Line the layouts in an electronic E-Mail and coinciding Web Page e-mail design template
  • 26. Event Planning Expedition – 1 The Pride of SRA 2006 Academic Recognition Awards at The Chicago Field Museum I solely oversaw every aspect of planning, implementation, and follow-up: – Planning took 9 months – The evening lasted 4 hours – Follow-up occurred immediately after the event 450+ Guests (all-time high attendance) $70,000 Budget (largest budget spent) Guests were invited via targeted mail invitations – A Save the Date Mailing and Magnet were sent to a targeted guest list to encourage online registration in order to receive exclusive Tickets – The Tickets were mailed one month prior to the event and contained a tracking barcode on a perforated tab that was taken at admittance – The tracking barcodes allowed for follow-up E-Surveys after the event
  • 27. Event Planning Expedition – 1 The Pride of SRA 2006 Academic Recognition Awards at The Chicago Field Museum I created the save the date and formal ticket to make the event feel more upscale Save the Date Mailer and Magnet and Event Ticket and Envelope
  • 28. Event Planning Expedition – 2 The Pride of SRA 2008 Academic Recognition Awards at the Georgia Aquarium I oversaw every aspect of planning, implementation, and follow-up: – Planning took 6 months – The evening lasted 4 hours – Follow-up occurred immediately after the event 300+ Guests $40,000 Budget Guests were invited via targeted E-Invitations – The E-Invites prompted guests to register online for their exclusive Ticket – Online registration allowed for tracking and follow-up E-Surveys and other communications I had the vision of online event registration in 2006 and implemented it to help track guest attendance and capture leads for the sales teams
  • 29. Event Planning Expedition – 2 The Pride of SRA 2008 Academic Recognition Awards at the Georgia Aquarium I developed an online event registration site to: •Make RSVP-ing simple •Keep more accurate records E-Invite, Web Registration Page, Follow-up E-Survey E-mail
  • 30. Event Planning Expedition – 3 The Everyday Mathematics Outstanding Achievement Awards at The Salt Lake City Clark Planetarium I oversaw every aspect of planning, implementation, and follow-up: – Planning took 2 months (record for the shortest amount of planning time) – The evening lasted 4 hours – Follow-up occurred immediately after the event 200+ Guests $40,000 Budget Guests were invited via targeted E-Invitations – The E-Invites prompted guests to register online for their exclusive Ticket – Online registration allowed for tracking and follow-up E-Surveys and other communications This event was planned last-minute due to a company re-structuring and acquisition of the Everyday Math program Guests dined under the planets and stars in the exhibit As a bonus, guests watched an IMAX movie on the big screen after the event concluded
  • 31. Event Planning Expedition – 3 The Everyday Mathematics Outstanding Achievement Awards at The Salt Lake City Clark Planetarium I implemented the e-ticket to save printing and postage costs E-Ticket Online Registration Site Web Page
  • 32. Event Planning Expedition – 4 The Imagine It! Program Launch at the Atlanta Imagine It! Children’s Museum I oversaw every aspect of planning, implementation, and follow-up: – Planning took 6 months – The evening lasted 3 hours – Follow-up occurred immediately after the event 150+ Guests $40,000 Budget Guests were invited via targeted E-Invitations: – The E-Invites prompted guests to register online for their exclusive Ticket – Online registration allowed for tracking and follow-up E-Surveys and other communications As the lead project manager: – I led the creative and implementation teams – I worked closely with the marketing manager to develop an agenda and activities focused around the new program – I managed the catering, set-up, give-aways and prizes, as well as registration, photography, entertainment, and more
  • 33. Event Planning Expedition – 4 The Imagine It! Program Launch at the Atlanta Imagine It! Children’s Museum My ticket code Coded Ticket and Envelope implementation helped us prepare give-away bags ahead of time for every guest according to the specific grade-level taught Online Registration Web Page with Animated Banner

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