Portfolio Passport

Creative Portfolio Passport

Traveled by
Christina Riesbeck
for over 9 years

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)

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

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


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


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

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


Banner Ad
•Posted on various Web sites targeting
school district administrators

Google AdWords Result:
•Average CTR rate = 0.10%
•Highest CTR rate = 0.13%


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

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

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

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


Screen Grabs from the 7-007
Teaser Web Site
I helped develop
the navigation concepts
for various parts
of this internal Web site


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


I helped plan
the sales meeting
Sales Meeting Nimlock Banners implementation of
the 7-007 theme

Sales Meeting File Folder


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


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


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

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


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


Reading Labs Brochure Mailer with
Letter and Perforated Business Reply


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

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

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

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

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

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

The Pride of SRA 2008 Academic Recognition Awards at the Georgia Aquarium
I oversaw every aspect of planning,
implementation, and follow-up:
– 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

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

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)
– 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

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

The Imagine It! Program Launch at the Atlanta Imagine It! Children’s Museum
I oversaw every aspect of planning, implementation, and
follow-up:
– 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

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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