J Kovala Capabilities Portfolio pdf fall 2012

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J Kovala Capabilities Portfolio pdf fall 2012

  1. 1. Capabilities Presentation/Portfolio by Janice Kovala
  2. 2. 3321 Virginia Avenue South • Internal and ExternalSt. Louis Park, MN 55426-5318 Communication StrategyTel: 952.912.0593 • Global Brand ManagementCell: 651-964-5482 • New Product IntroductionsEmail: jkovala@earthlink.net • B2C and B2B Marketing • Project Management and Leadership • Vertical and Channel MarketingA strategic, resourceful and creativemarketing and communications leader • Integrated Web Marketing/with proven ability to drive sales, gain eBusiness/Social Mediaproduct awareness and develop strong • New Business Developmentworking partnerships. Known for • Advertising Campaign Planningdeveloping organized plans, leading • Media Buyingcross-functional teams and • Market Analysisimplementing effective, integratedmarketing programs. Recognized as a • Trends Identificationresponsible, consistent and action- • Management of Budgetsoriented leader. • and P&L Statements • Public Relations Execution • Agency Relationship Management • Product Line Extensions www.linkedin.com/in/janicekovala
  3. 3. • Research/Business Plans • Product – Market analysis – Packaging/Artwork – Trend identification – SKU Rationalization• Sales Tools • Pricing/Pricelists – Brochures • Promotions and Rebates – Sales Presentations • Placement – Cost savings worksheets • Advertising/E-Advertising – Product samples • Direct Mail• Multi-media – E-newsletters• Trade Shows – Targeted mailers – Feature displays • Public Relations – Press Events – Press releases• Training – Editorial article support – Internal • Reseller/Distributor Sales Materials – Customer – Catalogs• Social Media – Point-of-sale/Point-of-purchase − Website/Intranet Development – Training − LinkedIn www.linkedin.com/in/janicekovala
  4. 4. Strategy: Build sales by linking Cenex oil purchases to Cenex bulk fuel purchases – the more your purchase the more you cash back.Integrated Tactics: Innovative “self sealing, self- addressed” envelope for returning receipts made is extremely easy for customers to send in for cash rebate.Opportunity: Sales used the promotion as a way to convert customers who bought fuel, but didn‟t purchase oil with the incentive to save money.Results:• 20% growth in participation in 1st year using the “envelope” concept.• 5% year over year growth on participation for 2nd year. www.linkedin.com/in/janicekovala
  5. 5. Strategy: Grow sales by reinventing Cenex and Farm-Oyl brands of LubricantsIntegrated Tactics: Updated product catalog, website, marketing programs, price lists, order forms, and promotions.Opportunity: Reinforce the longevity of a recently acquired brand to its loyal dealers and customer base.Results:• Hard parts sales doubled from March to April after the re-launch.• Spike in April for both the home page and dealer locator hits.• Positive feedback from dealer network. www.linkedin.com/in/janicekovala
  6. 6. Strategy: Developed a product launch form to provide direction from product analysis to marketing communications.Integrated Tactics: A simple and easy to use, team-based form with deadlines and action items.Opportunity: Provide direction and process for an organized and efficient product launch.Results:• If process would have been in place prior to starting at CHS, it would‟ve saved the department over $65,000 in wasted product, labels and marketing communications.• New name approved by legal (fka Polygard) www.linkedin.com/in/janicekovala
  7. 7. Strategy: Fleet and Owner Operator Trucking prospects were able to find the CENEX Brand online and in popular trade magazines as well as receiving direct mail.Integrated Tactics: Website, direct mail (quarterly drops), banner advertising, co-op advertising and prospecting guide for dealers and coops.Opportunity: Increase brand awareness in new market for Cenex branded oil and grease products.Results:• Fleet sales doubled in the first year – Sales team blew away the goals with 134% conversion rate. www.linkedin.com/in/janicekovala
  8. 8. Strategy: Grow sales during promotional period for new target market.Integrated Tactics: Customized website (landing page) with banner advertising.Opportunity: Grow sales for top 3 products by using a rebate targeted at a new market.Results:• 21% response rate without dealer network support. www.linkedin.com/in/janicekovala
  9. 9. Strategy: Conduct market analysis and identify market trends.Integrated Tactics: Use voice of customer surveys to collect customer opinions.Opportunity: Use on-line tools like SurveyMonkey to create surveys and collect market data.Results: Analysis customer opinions to help direct product strategy. www.linkedin.com/in/janicekovala
  10. 10. Strategy: Sales growth for PowerCore® air filtration product line to meet yearly goals of $150 million.Integrated Tactics: Personalized direct mail, driving day at a racetrack promotional program and trade media advertising.Opportunity: Gain awareness and target regions were automotive manufacturers had research, development or design facilities.Results:• Over 100 initial leads generated.• 33 qualified leads.• 12 scheduled appointments.• Sales team asked to stop the program as they couldn‟t keep up with the leads. www.linkedin.com/in/janicekovala
  11. 11. Strategy: 10% Sales growth in aftermarket distribution channel.Integrated Tactics: Redesigned aftermarket website and custom URL .Opportunity: Provide easier access to engine aftermarket products. Develop a new interface for distributors and customers to get more product information on aftermarket parts.Results:• Positive feedback from customers.• Distributor portal/bookmark for easier access into online tools.• Updated “aftermarket” look and feel. www.linkedin.com/in/janicekovala
  12. 12. Strategy: Gain new product awareness.Integrated Tactics: End user focused advertising to build Donaldson brand. Design, write copy , procure and place media advertising.Opportunity: Demand Donaldson theme came from the Donaldson Australia marketing team.Results: Build Donaldson brand name with end users and distributors – increased leads by 10-20% year over year from 2001-2009.Ad template design by The Carney Group www.linkedin.com/in/janicekovala
  13. 13. Strategy: Gain new product awareness.Integrated Tactics: New product press releases, articles or whitepapers.Opportunity: Develop relationships with editors to become an expert in product markets. Participated in articles and built relationships with magazines to increase media mentions.Results:• Developed 17 targeted media lists with over 957 media contacts.• Sample releases found at: www.donaldson.com/en/engine/ne ws/index.html. www.linkedin.com/in/janicekovala
  14. 14. Strategy: 10% Sales growth in aftermarket distribution channel – targeted field sales force.Integrated Tactics: Customer kits containing literature, direct mail, testimonials, training DVDs, banners, displays, labels and stickers.Opportunity: Updated field sales force with a complete set of the most current marketing materials to build a field sales “library”.Results:• Great response from field sales. www.linkedin.com/in/janicekovala
  15. 15. Strategy: Strengthen business relationships.Integrated Tactics: Provide marketing tools to support distributor business via a secure intranet website that contains customizable marketing tools such as flyers, Donaldson themed web- pages, coupons, ad slicks and banner ads.Opportunity: Provided template sales tools for distributors. They can add logos, prices and part numbers and then distribute to end users.Results: Launched to beta test customers in January 2009. www.linkedin.com/in/janicekovala
  16. 16. Strategy: Increase global product sales.Integrated Tactics: Manage a global team to bring three new acquisitions into a standard global brand strategy.Opportunity: Cross sell product lines around the globe. Promote new product lines in under-marketed regions.Goals: Increase sales in global regions for Donaldson‟s aerospace and defense group. www.linkedin.com/in/janicekovala
  17. 17. Strategy: Gain awareness for products and services.Integrated Tactics: Lead cross-function teams to develop and execute product literature.Opportunity: Develop relationships with all levels of Donaldson including: engineering, research and development, archives, sales and legal departments.Results: Created show pieces for sales presentations and proposals. www.linkedin.com/in/janicekovala
  18. 18. Strategy: Manage product line development.Integrated Tactics: Upgrade high-performance packaging.Opportunity: Customer feedback initiated a packaging project – “If I purchase a $100 filter, I want it to look like it when I see it on the shelf”Results:• 2-color high-performance look.• Cost reduction due to consolidation of products that fit in smaller number of box sizes.• Customer feedback is extremely positive about the new design.Box Design by The Carney Group www.linkedin.com/in/janicekovala
  19. 19. Strategy: Grow sales on catalog air cleaners at regional OEMs and aftermarket distributors (that specify engine air filters).Integrated Tactics: Design and develop a web-based interactive product selection tool.Opportunity: Interactive website selection chart that allows the end user to choose their own products according to airflow, size and dust conditions.Results: Added benefit that Donaldson inside sales team also used to help determine customer complaint issues. www.donaldson.com/en/engine/air/heavy.html www.linkedin.com/in/janicekovala
  20. 20. Strategy: Manage product line development.Integrated Tactics: Develop and implement a 2-color, hi-gloss package design to support high-performance product image..Opportunity: Compete in the automotive aftermarket with an attractive, high- performance package.Results: Customer feedback was positive. Donaldson sold the product line shortly after the new packaging implementation for profit.Blackwing Logo by Jeff Ivarson DesignBox Design by The Carney Group www.linkedin.com/in/janicekovala
  21. 21. Strategy: End-user, pull-through strategy.Integrated Tactics: Stay in front of the end user with complimentary maintenance tips and product benefits.Opportunity: Developed design, content and distribution lists.Results:• Increased active subscriber rates by 20% year or year for 5 years.• Email distribution was done in-house using ExactTarget.Template Design by The Carney Group www.linkedin.com/in/janicekovala
  22. 22. Strategy: Gain product awareness.Integrated Tactics: Develop relationship with out-sourced PR agency to develop new product and award releases. www.linkedin.com/in/janicekovala
  23. 23. Strategy: Gain new product awareness in the construction target market (key industry tradeshow ConExpo).Integrated Tactics: Trade show press event, digital press kit (jump-drive with PR, photos, product information, video), direct mail invite, e-mail, literature, pen give- away, cheat-sheet and note pad.Opportunity: Presented, created and designed all marketing pieces for trade show press event targeted at industry editors.Results:• Positive response from trade press.• 25 press mentions.• 2 feature articles. www.linkedin.com/in/janicekovala
  24. 24. Strategy: Gain new product awareness.Integrated Tactics: Organized and managed a press event in the tradeshow booth (MinExpo) with live demonstration.Opportunity: Communicate and demonstrate new product features directly with the trade press.Results:• Over 20 editors and press in attendance.• Distributed over 30 press kits.• Over 30 PR mentions post the show.• 2 feature articles generated from contacts.• Created „buzz‟ just from the crowd that gathered for the event. www.linkedin.com/in/janicekovala
  25. 25. Strategy: Sales growth through relationship marketing.Integrated Tactics: Record customer testimonials to build excitement for new product launch.Opportunity: Customer visit to interview, direct photo and video production to capture testimonial quotes.Results:• Testimonials used in integrated marketing programs for new product launches. www.linkedin.com/in/janicekovala
  26. 26. Strategy: Market analysis – identifying market trends in dealer channel.Integrated Tactics: Market survey questionnaire, direct mail and outbound phone calls.Opportunity: Identify market trends in marketing tactic preferences among Original Equipment Dealer channel.Results:• Dealership preference used to develop promotion programs to increase sales through the channel.• A final project submitted to the College of Business. www.linkedin.com/in/janicekovala
  27. 27. Strategy: Enhance a product or service.Integrated Tactics: Created a “show piece” for Northco‟s capabilities.Opportunity: Used high-end paper, photos, copy and fonts to create a high-end capabilities brochure to promote commercial real estate services.Results: Brochure was used for 5 years as the key handout for prospective and new customers.Template Design by Little & Company www.linkedin.com/in/janicekovala
  28. 28. Strategy: Enhance Northco‟s products and services.Integrated Tactics: Customer/Tenant newsletter.Opportunity: Communicate new tenants, announcements, introductions and news to Northco‟s tenants and customers. Created and edited a high-end, professional newsletter, interviewed tenants, wrote all copy and photo direction.Results:• Interviewed over 50 tenants.• Showcased new developments.• Highlighted Northco‟s community service activities. www.linkedin.com/in/janicekovala
  29. 29. Strategy: Develop new customers leads.Integrated Tactics: 4-color, two-sided direct mail cards and promotions.Opportunity: Direct mail program to garner new customers for brokers and project managers.Results:• Over 75 leads generated from the campaign.Design Firm: The Carney Group www.linkedin.com/in/janicekovala
  30. 30. Strategy: Enhance product identity.Integrated Tactics: Create a marketing package for a new software launch to upgrade image and brand identity.Opportunity: Used 3-color and 2-color printing techniques for cost-reduction opportunities.Results: Successful launch of software revision packaging to customer list with an improved brand image. www.linkedin.com/in/janicekovala
  31. 31. www.linkedin.com/in/janicekovala
  32. 32. Sheila Peyraud, General Manager, Aerospace and Defense Mike Brezonick, VP - Editor in ChiefGroup Diesel Progress and Diesel Progress International MagazineDonaldson Company 20855 Watertown Rd, Waukesha, WI 53186PO Box 1299, Minneapolis, MN 55440-1299 Email: MBrezonick@dieselpub.comEmail: sheila.peyraud@donaldson.com Direct dial: (262) 832-5112Direct dial: (952) 887-3748 Projects: Advertiser and feature article submission, supported editorialProjects: Global brand, marketing and sales support for contentaerospace and defense products Relationship: Former supplier, business partnerRelationship: Former manager Tony Carideo, PresidentPat Carney, President/Owner Jan Drymon, Vice PresidentJules Inda, Principal The Carideo Group - Investor Relations and Public RelationsThe Carney Group – A Design and Marketing 1050 One Financial Plaza - 120 South 6th Street, Minneapolis, MNCommunications Firm 55402837 Glenwood Ave, Minneapolis, MN 55405-1613 Tel: (612) 317-2880Email: pat@carney.com; jules@carney.com Email: jan@carideo.com;Direct dial: (612) 339-8744 Email: tony@carideo.comProjects: Marketing communications, interactive, collateral, Projects: Public relations for Donaldson engine productspackaging, brand identity programs Relationship: Former business partnerRelationship: Outsourced vendor, supplier, project partner Relationship: Former manager and colleague www.linkedin.com/in/janicekovala

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