Kate Gilbert Creative Portfolio

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Marketing Executive, resume. Featuring:
communications, media relations, branding, integrated marketing, digital marketing, social media

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Kate Gilbert Creative Portfolio

  1. 1. Kate Gilbert Recent Creative & Communications Portfolio
  2. 2. Branding
  3. 3. Corporate Rebranding <ul><li>Media Outreach – Investor Relations </li></ul><ul><li>In January 2009, Thermage changed its name to Solta Medical. The launch was 6 months in the planning. The name and new corporate identity was kept secret from all but key employees. All events were synchronized for the unveiling on Jan 12th with a “reveal” at the Annual Global Sales Meeting, new signage at the corporate headquarters, a new corporate website and an interview with our CEO being published in the Wall Street Journal. </li></ul><ul><li>New Corporate Identity </li></ul><ul><li>Corporate HQ Makeover </li></ul>New Corporate Website
  4. 4. Consumer Brand Makeover <ul><li>Customer Campaign Materials </li></ul><ul><li>The Thermage brand, while achieving some good name recognition was a little tired and dull.  The typical look in this beauty-focused industry was &quot;beautiful models&quot; as hero.  With this brand make-over, the goal was to break out of that mold and go for a bold new approach.  A vibrant identity that was younger and fresher than any other brand in the space. </li></ul><ul><li>New Brand Identity </li></ul><ul><li>Customer In-office Merchandising </li></ul>New Branded Website
  5. 5. Online Marketing
  6. 6. Website Development <ul><li>Parent Corporate Website </li></ul><ul><li>The Thermage and Solta websites were developed over a 6 month period from concept, creative design, content development and implementation, to launch simultaneously with the new company name and Thermage re-brand in January of 2009. The site won a 2009 Web Marketing Association Award. </li></ul><ul><li>Modern, Updated Design </li></ul><ul><li>Customer Portal Creation </li></ul>Video Rich Content
  7. 7. Social Media <ul><li>You Tube Channel </li></ul><ul><li>Thermage & Fraxel’s target demographic is women over 35 years old, therefore social media is a vital part of our online-marketing strategy. </li></ul><ul><li>Facebook Presence </li></ul><ul><li>Social Media Links within sites </li></ul>Twitter Updates
  8. 8. Social Media Campaign <ul><li>Facebook contest </li></ul><ul><li>The goal of our “Best Friends Forever” campaign was to raise awareness of the benefits of combining our two flagship procedures: just like you and your BFF go together, so do Thermage & Fraxel. The contest to win free treatments was held exclusively in Facebook, and open to residents of US, Canada, Australia & the UK - all key markets with high usage of Facebook. </li></ul><ul><li>Specific outreach to the blogger community helped to spread the word. </li></ul><ul><li>Contest Engagement Ads </li></ul><ul><li>Blogger Outreach events in New York & London </li></ul>
  9. 9. Consumer Marketing & Public Relations
  10. 10. Public Relations <ul><li>Worldwide Media Campaigns </li></ul><ul><li>A key part of Thermage & Fraxel’s direct to consumer activity is media outreach. Thermage and Fraxel remain two of the only energy device procedures that consumers ask for by name, regularly enjoying 60% share of voice within their category in the consumer media </li></ul><ul><li>Leveraging PR as a Point of Sales Piece </li></ul><ul><li>High Share of Voice </li></ul>Recent Media Highlights
  11. 11. Merchandising <ul><li>Advertising and Mailing Templates </li></ul><ul><li>In the aesthetic industry, the majority of procedures are done by patients already having treatments, such as fillers or Botox. In office promotion is a key part of the consumer market program, providing tools and in-office merchandising for our practices. </li></ul><ul><li>Integrated Campaign Materials </li></ul><ul><li>Online & Print Customer Communication </li></ul>Web Elements
  12. 12. Product Launch and Promotions
  13. 13. Product Launch <ul><li>Trade Show Materials </li></ul><ul><li>Advertising & Merchandising </li></ul><ul><li>Web Banner & Email Campaign </li></ul>Direct Mail
  14. 14. Product Launch & Media Tour <ul><li>Mobile Marketing “Airstream” </li></ul><ul><li>Interactive Microsite with Blog and links to social network sites </li></ul>The simultaneous launch of two new products gave us an unprecedented opportunity to invest in a tour across the US and across Europe. The aim: to attract media attention, create buzz with social networking links, and to invite our customers and prospects to experience the new products in person. The campaign theme harkens to the lure of the open road, and has a retro feel to accompany the look and feel of the Airstream Trailer – representing a “golden age of innovation”. The tour was hugely successful in the US and Europe enabling us to exceed out media impressions goal by 100% - reaching 2 billion impressions for 2009 Direct Marketing – Tour Promotion Tour Invitation – Retro-style Boarding Pass
  15. 15. Promotional Campaigns <ul><li>Corporate Advertising </li></ul><ul><li>Web Banner, Email & Print Campaign </li></ul>As well as product specific campaigns, there was a need to launch the new company Solta Medical. We took an innovative approach to making this announcement in our trade media. We also launched the “We’ve got Chemistry” campaign to cross promote our two brands, Thermage & Fraxel
  16. 16. Senior sales and marketing executive with an 18 year record of creating successful strategic plans and promotional programs, significantly contributing to achievement of revenue and profit goals in innovative organizations. Phone: +1 510 589 0924 or +1 925 249 0856 [email_address] Kate Gilbert

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