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Terrence Atkins Portfolio 1


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Terrence Atkins Portfolio 1

  1. 1. TERRENCE ATKINS 1 BARBERRY MEWS • MEDFORD, NJ, 08055 • 609-668-5523 •
  2. 2. <ul><li>Creativity </li></ul><ul><li>Promotion Strategy and Tactics </li></ul><ul><li>Building High Performance Teams </li></ul>SUMMARY OF QUALIFICATIONS Highly creative expert in consumer promotion and integrated marketing communications. A proven track record of creating strategically integrated big ideas that build long term equity, maximize return on marketing investment and drive profitable growth. Expert in promotion strategy and program development and experienced in marketing services, licensing, public relations and shopper marketing. Skills and experience earned from Fortune 500 iconic company recognized for marketing excellence. A highly effective team leader who creates a collaborative team culture built on a foundation integrity and trust. <ul><li>Contract Negotiations and Relationships </li></ul><ul><li>Creating Direction and Execution </li></ul><ul><li>Deliver Outstanding Results </li></ul>STRENGTHS AND SKILLS
  3. 3. PERSONAL VISION <ul><li>Support a marketing and sales culture that breeds and drives strategically integrated big ideas that create consumer and customer demand to build long term equity and drive profitable growth. </li></ul>
  4. 4. FSI Couponing Cause Marketing Sweepstakes Affinity Marketing Consumer Relationship Marketing In Store Marketing Licensing Publishing Loyalty Marketing Event Marketing PROMOTIONAL MARKETING EXPERTISE Contest In-store Couponing Sponsorship Sales Incentives Media Buying Merchandising Direct Marketing
  5. 5. PROVEN NEGOTIATOR AND RELATIONSHIP MANAGER The experience and expertise to negotiate favorable contract terms and conditions with industry icons and manage those relationships to deliver much more than the contract requires.
  7. 7. STAMP OUT HUNGER Objective : Increase Volume by Driving In-home Consumption Through Pantry Depletion and In-store Display Merchandising. Secondary Objective: Support Company's’ Mission of Nourishing Peoples Lives Everywhere, Everyday Results: One Billion Media Impressions, Double Digit Display Increase, A Record 73 Million Pounds Of Food in Just One Day <ul><li>Worlds Largest Single </li></ul><ul><li>Day Food Drive </li></ul><ul><li>Mobilizing 230,000 Letter Carriers </li></ul><ul><li>Over 120 Million Direct Mail Postcards </li></ul><ul><li>Over 35 Million Circulation Magazine Ad </li></ul><ul><li>On-line Marketing </li></ul><ul><li>TV Public Service Announcement </li></ul><ul><li>Social Media </li></ul><ul><li>Courteney Cox and David Arquette - Spokespeople </li></ul>35,000,000 Americans are at Hunger Risk PROMOTIONAL MARKETING EXCELLENCE
  8. 8. ADDRESS YOUR HEART Objective : Increase Awareness, Trial and Consumption for Campbell’s low sodium, heart healthy products. Secondary Objective: Support Company's’ strategy to trade consumers up to higher levels of wellness, quality and convenience. Results: One Billion Media Impressions, Double Digit Display Increase, <ul><li>$ 1.8 million donation to fight heart disease </li></ul><ul><li>30 day ABC daytime soaps media integration </li></ul><ul><li>Print advertising </li></ul><ul><li>On-line engagement </li></ul><ul><li>Workplace employee engagement </li></ul><ul><li>Nicole Miller exclusive dress design </li></ul>
  9. 9. ART OF SOUP Objective : Drive Awareness to New Label Design and Deepen Consumer Engagement with the Brand. Results: 500 Million Media Impressions, Over 10,000 Original works of Art, OVER 10,000 ORIGINAL WORKS OF ART CREATED BY CONSUMERS
  10. 10. SOUPERSTAR FANTASY Objective : Improve soup relevance among kids and increase volume by driving in-home consumption through kid demand Results: Base consumption grew +5%, Shipments +6.3%, 14 of 15 soup attributes perceptions increased significantly (Arbor study), 61% of kids reported that the promotion really made them want to eat soup 2.5 MILLION UNIQUE KIDS VISITED MYSOUP.COM FOR SOUPER STAR MANSION, THE 5TH MOST POPULAR KID WEBSITE <ul><li>Promotional TV </li></ul><ul><li>National FSI w/ Coupons </li></ul><ul><li>Over 100 Million Specially Marked Cans </li></ul><ul><li>Print advertising </li></ul><ul><li>On-line engagement </li></ul><ul><li>Point-of-Sale </li></ul>
  11. 11. Objective : Create incremental trial and awareness- Link consumers at the retail point of purchase Secondary Objective: Touch households with children; provide wholesome, family entertainment - Enhance Campbell Soup Company and Retail Partner’s Image Results: 3.4% sales increase for Campbell’s R&W soup and over 300 Million PR impressions. Negotiated $2Milllion is savings GO FOR THE GOLD <ul><li>Olympic TV Advertising </li></ul><ul><li>National FSI w/ Coupons </li></ul><ul><li>Over 150 Million Specially Marked Cans </li></ul><ul><li>Print advertising </li></ul><ul><li>Point-of-Sale </li></ul><ul><li>Souper Parent PR Event </li></ul><ul><li>Olympic Experience Sales Incentive </li></ul><ul><li>Sarah Hughes – Campbell’s Spokesperson </li></ul><ul><li>Collectors Mug Offer- Generating $500,000 in donations </li></ul>
  12. 12. NEW! Website NEW! Merchandising NEW! Consumer Advertising The biggest renovation in LFE’s 37 Year History New Look!, New Partnerships!, New Features!, Better Values! NEW! Merchandise Catalog Better Value! NEW! Partners LABELS FOR EDUCATION Objective : Improve school coordinator engagement and participation in school registration and label collection . Win Back-to-School Results: Increased school registration +18%, label redemption +3% and top tier customer support at 70% ACV – 12,000 stores for BTS Renovating the Longest Running Loyalty Program