Sample Integrated Marketing Campaign:The Family Resource CenterBackground: FRC WebsiteThe Family Resource Center was a joint • Zip Code searchable service providerscommunity initiative between theFlorida Dept. of Juvenile Justice, and social media component allowingTallahassee Police Department and various providers to post information.ALARM Community Development • Featured flash header with changingCenter. The goal of the program was tocurb unnecessary 911 calls concerning images of families.troubled children.Marketing Campaign Goals1. Develop a tri-county marketing campaign raise awareness of the initiative.2. Drive traffic to the website and calls to the hotline.3. Coordinate press conference to officially launch program. FRC Press ReleaseTarget Markets • This press release was used to obtain both1. Families in low-income minority news print and television news stories on all neighborhoods. local media.2. Parents of troubled youth and • FSU Public Radio also attended the press teens. conferenceand ran a news story.
Sample Integrated Marketing Campaign: The Family Resource CenterMedia Used & Actions Taken: FRC Email Campaign• Developed slogan (Get Help Now!) and memorable URL • Used to launch service to (www.FRCHelpNow.com). members in FRC/ ALARM CDC network• Designed promotional materials and directed the website design.• Strategically placed flyers, billboards, and yard signs in targeted neighborhoods. FRC Billboards• Aired Direct Response Ad on Urban Radio and featured • Placed in target banner on their website neighborhoods • Image chosen to• Launched viral email campaign convey parents inability to connect with son.
Sample Integrated Marketing Campaign:The Family Resource Center Tallahassee Democrat News Story Results • The FRC received 73,103 hits on the website, during the 3 months after the launch. This was an increase of 1300% after the marketing campaign was launched. • WCTV’s covered the press conference and introduced FRC to the community. • Tallahassee Democrat’s ran a story on the FRC and the grant that was received to operate it.
Sample Integrated Marketing Campaign: CeCe Winans Citywide ConcertBackground:In December 2003, the manager of nationalrecordingartist CeCe Winans contacted theCEO of ALARM Internationalto requestsponsorship of a free concert in Tallahassee.ALARM Internationalaccepted the request andbegan planningfor a concert to be held onFebruary13, 2004. I was given theResponsibility of coordinatingthe concert aswell launching a marketing campaign.Goals of Marketing/PR Campaign1. Make North Florida and South Georgia residentsaware of CeCe Winans Concert2. Draw enough concert attendees to fill 1600-seat concert hallTarget Markets1. Fans of Gospel/Christian music in North Florida and South Georgia2. Fans of national recordingartists CeCe Winans3. Churches in North Florida and South Georgia
Sample Integrated Marketing Campaign: CeCe Winans Citywide ConcertMarketing Tools Used1. Street team/grass roots promotional events on college campuses and shopping centers2. Direct mail letter sent to 300 pastors in North Florida and South Georgia3. Radio ads and promotional giveaways on four key regional radio stations.4. Banner ads on two radio station websites5. Viral email sent to members of ALARM International6. Television ads on local BET, Lifetime, and CNN stations7. Postings on regional concert/event websites8. Press releases sent to regional media outletsResults1. Over 1600 individuals attended the event. Several hundred were turned away because the event was filled to capacity.2. Mayor of Tallahassee in attendance3. Press coverage before and after concert.4. Two requests for concert sponsorships from national recording artists within three months after concert.
Rebranding Edward Service Division Before After Before After As Marketing & Communications Manager at Carter Brothers, I implemented a company initiative to rebrand Edwards Service to Carter Brothers Fire & Life Safety.
Public & Media Relations At Carter Brothers, I executed 15 public relations campaigns garnering 25 featured articles, including two national cover stories.
Vertical Marketing Focus I initiated changes in sales and marketing strategies as Marketing & Communications Manager at Carter Brothers. I also provided tools for the sales teams which placed strategic focus on targeted vertical markets.
Strategic Partnerships At Carter Brothers, I managed marketing activities and developed co-branded sales tools for strategic partnerships with FIAMM, Johnson Controls, and GE Security.
Unlimited by Boost Test Launch Texas Test Market Launch • Coordination of marketing activities for test launch of new product in four key markets. Marketing activities included over 40 retail live remotes in in two months • The product was launched approximately one month after I joined the company. I was able to bring myself up to speed on the product, design marketing campaigns for 5 distributors, and locally implement corporatemarketing initiatives. • The test launch was successful and a decision was made to launch the product in the entire territory.
Booth Presence – Raleigh Hoop It Up EventBooth Elements• Boost branded tent and tablecloth• Event-specific giveaways such as Boost tank tops and wristbands• Event-specific dealer locator flyers to drive traffic to Raleigh retailers after the event• Boost-branded craps table to keep booth “sticky”• Negotiated sponsorship of Center court
Dealer Appreciation As Regional Marketing Executive my responsibilities included:• Assisting distributors with planning dealer rallies• Developing and executing traffic/salesdriving in-store promotions and events• Developing quarterly regional marketing plans based on Boost and distributor goals• Providing distributors weekly update on current promotions• Negotiating media contracts and facilitating reimbursements.