E Lichtenfeld Portfolio of key projects

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A summary of some of the projects I'm most proud of in my 13 year career at The Weather Channel.

Published in: Career, Business, News & Politics
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  • Visual note: “ Chapter opener” design style (animated) applied here Visuals could be incorporated
  • Visual note: “ Chapter opener” design style (animated) applied here Visuals could be incorporated Bullet points of most impressive numbers from WWCH launch: Progressive cume average for the week, P2+ over 21 million viewers watched the premiere episode, “Challenger.” Premiere night, 9p episode showed increases of 53% in HH from Q4 07 averages at 9p.
  • Susan: We own the weather…. and this creative illustrates this!
  • E Lichtenfeld Portfolio of key projects

    1. 1. Portfolio A sampling of key projects Eileen Lichtenfeld Senior Marketing Professional
    2. 2. When Weather Changed History – Jan ‘08 <ul><li>Showcase how weather plays an integral role in history by engaging viewers and users in testing their knowledge of major historical events.  </li></ul><ul><li>Peak the curiosity of viewers and provide them with opportunities to sample the show . </li></ul>Multiplatform History Quiz Concept: Conceived the online and on air creative strategy. Resulted in record breaking audience delivery and page views.
    3. 3. When Weather Changed History (cont.) <ul><li>Record Breaking Ratings : </li></ul><ul><li>21MM+ watched the premiere episode </li></ul><ul><li>MOST VIEWED SERIES PREMIERE EVER For THE WEATHER CHANNEL!! </li></ul><ul><ul><li>Micro-site Results : </li></ul></ul><ul><ul><li>812,080 Page-views (first 8 weeks) </li></ul></ul><ul><ul><li>213,246 Visits </li></ul></ul><ul><ul><li>60.25% New Visits </li></ul></ul><ul><li>5MM secured Blog placement views for WWCH </li></ul>
    4. 4. Sample Project Plan 25 th Anniversary – May ‘07 Chosen by CEO to lead network’s 25th Anniversary team, including development of micro-site, on-air/online branding, internal communications and event. Rewarded with bonus.
    5. 5. <ul><li>Objective </li></ul><ul><li>Utilize the series to introduce a younger demo to TWC </li></ul><ul><li>Impress Ad buying community with unique programming </li></ul><ul><li>Results: </li></ul><ul><li>74% increase among the younger 2-17 and 25-34 demos. </li></ul><ul><li>42% increase in existing demo (Adults 25-54) compared to the quarter-to-date </li></ul>Innovative Outdoor – hologram type imagery. Epic Conditions – Mar ‘07 First to offer WiFi at Grand Central Terminal Approved and managed all media placements. <ul><ul><li>Logo projection on mountainside </li></ul></ul><ul><ul><li>Episode projection on inflatable screen </li></ul></ul>
    6. 6. WeatherREADY - 2007 Delivered $9MM in incremental revenue by leading the design, execution and sell in of a cross platform sponsorship initiative. On Air sponsor frame. Online Consumer sweeps Internal sell in sheet
    7. 7. “ We Own The Weather ” – May ‘06 Directed Award winning trade campaign Gold “Mark” Award from Cable Tele-communications Marketing Assoc.
    8. 8. <ul><li>Engaging Online Content </li></ul><ul><li>“ Build Your Own Tornado” Info-tainment module </li></ul><ul><li>Streamed On-air spot automatically </li></ul><ul><li>Cross-Promoted relevant Online products </li></ul>Mar ‘04 Directed multi-disciplined team in development and implementation of traditional and online marketing campaigns including micro-sites and interactive products and guerilla marketing.
    9. 9. Guerrilla Marketing <ul><li>Objective: </li></ul><ul><li>Drive buzz among ad trade community and drive PR </li></ul><ul><li>Elements: </li></ul><ul><li>“ It’s Coming” Tease </li></ul><ul><ul><li>Free Newspaper with TWC cover outside key agencies </li></ul></ul><ul><li>Buzz Campaign </li></ul><ul><ul><li>Samplers - Costumed “TWC reporters” </li></ul></ul><ul><ul><li>On location reporting </li></ul></ul><ul><ul><li>Premiums (Tornado in a bottle and flashlights). </li></ul></ul><ul><ul><li>Traveling video trucks </li></ul></ul>
    10. 10. Storm Stories Micro Site Each story is linked to additional broadband content. Each shows’ video promo is available. Interactive “challenge” Sweepstakes used to drive interest, email registrations & online store awareness. Interactive Challenge: <ul><li>Assembled and directed cross-functional team (Programming, Online, PR, Ad Sales, Creative Services, and TWC Radio Network). </li></ul><ul><li>Including network's first nightly series (&quot;Storm Stories&quot;), increasing time period ratings by 61% in first week. </li></ul>Storm Stories - 2002
    11. 11. Integrated Launch Direct Mail Traditional print Storm Stories (cont)

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