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Digital Portfolio
The document outlines a digital marketing campaign analysis for DLK Design + Life + Kids, an online boutique specializing in children's fashion and decor. Key insights include website optimization, email marketing results, and social media growth hacking, highlighting significant increases in email signups, bounce rates, and conversion rates after implemented changes. Overall, the campaign significantly boosted revenue and improved the brand’s online presence, with suggestions for further marketing strategies and platform improvement.
Digital Portfolio
- 1. A Selection of Work Samples By Peter Bohan Digital and Integrated Marke4ng Specialist
- 2. DLK Design + Life + Kids www.designlifekids.com Comprehensive Digital Marke4ng Campaign, Analysis, Results, and Recommenda4ons for Future Growth for Ecommerce Startup Executed and Presented by Peter Bohan, Digital MarkeAng Consultant April 2015
- 3. KIM WARDELL Founder, CEO West Chester, PA — DLK, launched in October 2014, is a carefully curated collecBon of children's fashion, accessories, toys and decor for the modern aestheBc loving family. — Based off of Kim’s blog of the same name (founded in June 2012), she focuses her love of clean, minimalist design into an shop featuring bouBque designers. Each item is hand picked and all kids pieces are approved by her two daughters.
- 4. DLK Brand Pyramid DLK helps create a modern, sophisAcated look for your home and your family that evokes the spirit of parents with a passion for design The beauty of modern design can help bring families together and help inspire imaginaAon and creaAvity in your children I want my living space and my children to evoke my spirit, personality, and passion for design and décor I want to foster my child’s crea4vity We make it easy for the design-‐minded parent to shop for their kids & themselves at the same Ame We encourage you to share your aesthe4c with your children We are a bouAque online shop specializing in designer kids fashion, toys, plus adult décor and housewares Modern, minimalist, monochroma4c style
- 5. Core Consumers — Mainly woman with children, ages 25-‐44. — Family-‐focused parents who like to shop, and love home furnishings and décor with an average annual household income of $125,000. — Top countries: U.S. (64%), Canada (9%), Australia (6%), U.K. (4%). — 89% female, 11% male. Urban and suburban. 55% mobile, 45% desktop. — Anyone who appreciates modern design and home décor.
- 6. Month Visits Conv. Rate Avg. Value Revenue TransacAons Oct. 2014 5,149 1.44% $55.40 $4,100 74 Nov. 2014 5,929 1.65% $66.90 $6,556 98 Dec. 2014 5,903 1.58% $83.07 $7,726 93 Jan. 2015 8,666 1.18% $79.17 $8,075 102 Feb. 2015 6,966 1.42% $60.45 $5,984 99 AVERAGES: 6,522 1.45% $69.00 $6,488 93 DLK Performance Through February 2015
- 7. Kim’s Goal: Reach $20K in revenue in one month. Work began early March 2015 ObjecAve 1: OpAmize Homepage Layout, SEO + Checkout FuncAonality ObjecAve 2: Boost eNewsleeer SubscripAons + Plan Email Campaign Around Special Sale ObjecAve 3: Execute Paid Ad Campaigns + Social Growth Hacking to Promote Sale
- 8. UX CriAque/OpAmizaAon Homepage Issues: • No call to acBon. • Top product shots do not click-‐through • Email signup, search field, and social follow icons at bobom of page. • Calls out shipping policy at very top of page – Use for something more important? • Huge list of designers at bobom of page. Looks disorganized, not intuiBve to shop.
- 9. UX CriAque/OpAmizaAon View Cart/Checkout Process Issues: • No ability to create an account • Missed opportunity to upsell • Search field should be visible to encourage addiBonal shopping • From start to finish, purchasing an item takes 6 clicks. • No way to sign up via social, or pay using PayPal
- 10. UX OpAmizaAon RecommendaAons Homepage -‐ Redesign so these are all ABOVE THE FOLD: • Search for a product • Sign in or register for their account • Ability to sort/narrow products by type, brand, price, or most popular -‐ Move enewsleer signup above the fold, with special offer and clear call to ac4on • Direct to a Thank You page so signups are tracked via Google Analy4cs -‐ Remove designer list; allow shoppers to sort by designer with drop down list -‐ Replace top banner text with callout: special 15% discount for first-‐4me enewsleer signups -‐ Consider adding Picreel to this page with en4cing offer to reduce bounce rate Checkout Process -‐ There are too many clicks and steps needed to complete a purchase, so try to keep this to 1-‐3 steps, max. -‐ Checkout Page 1: • Encourage user to create an account – ideally through a social account (like Facebook) • Consider adding Live Help or Customer Service Chat • In show cart mode, upsell 1-‐2 other items • Allow fast checkout with Paypal -‐ For Checkout Page 2: • Show full order details and a buon to confirm order, Ideally it could end here -‐ For Checkout Page 3 (if needed): • Direct immediately to Thank You page with confirma4on # and reaffirming message that the order is on its way
- 11. UX Design: Mar-‐Apr Update Improvements and Results: • Enewsleber signup above the fold on homepage, with 15% discount offer. • Top announcement bar also calls out 15% discount for enewsleber signups • Email signups: Up 46% (414 to 605) • Bounce rate: Down 39% (24.68% to 14.95%) • Conversion rate: Up 86% (1.45% to 2.71%) • Many changes impossible due to Squarespace website template.
- 12. Search Engine OpAmizaAon • Site 4tle tag was generic “Design+Life +Kids” and included no keywords. • All pages used the same generic meta descrip4on—no CTA. • Searches for the site now show a descrip4ve 4tle tag, and site extensions with customized meta descrip4ons. • Home page meta descrip4on has CTA for 15% off your first order. • Search results went from being below the fold, to taking up the top half of the screen.
- 13. Spring Clearance Sale – Landing Page • To anchor campaign + boost revenue, we had a 3-‐day Spring sale, which ran 4/14-‐4/16. • Terms: 25% off plus free shipping, which is the highest discount she allows at this point. • Custom landing page designed with is simple, direct, with a clear call to ac4on. • All custom tracking URLs from various channels brought visitors directly to this page.
- 14. Campaign Tracking for Analysis • Every version of every ad had a customized URL created through the Google URL Builder, tracking every channel, campaign, version, and click. Some were shortened for pos4ng. • Allowed us to track performance in each channel: which drove the most traffic, which drove the most conversions, which drove customers with the highest AOV, etc. • Since there were mul4ple versions of the same ad in some cases, using Google URL builder and a detailed spreadsheet were needed to plan to track performance data.
- 15. Twieer Growth Hacking with Unfollowers Version 1: • Product-‐ focused • 4,199 impressions • 30 website clicks • 5 page likes • 6 post likes • DLK’s Instagram group has 14,300 followers, 1,500 Facebook fans, yet Twier was lagging behind with 720 followers. • I wanted to experiment with growth hacking, so used Unfollowers ($6.90/ month) to promote the Spring Sale. • New followers received an automated Direct Message with a callout for the sale, promo code, and (shortened) tracking URL leading directly to landing page. • The plaporm allowed me to easily follow the fans of similar brands, compe4tors, bloggers, and peope using popular design hashtags, with a 30% follow-‐back rate.
- 16. Twieer Growth Hacking Results • Gained 338 new followers in one week (a 47% increase). • The tracking URL sent to new members generated 48 sessions, and 6 transac4ons totaling $353.80 (for a 5,028% ROI). • While the AOV is lower than average at $59.97, the CPA was very low at $1.15. • Very quickly, organic growth and ac4vity (retweets, favorites, responses) had her page and sale gerng much more buzz. I think the key here is these are very targeted, quality followers who are interac4ng with the brand and Kim. • Overall, a low-‐cost investment that makes it easy to target a similar fan base with high ROI. The only downside is that there was a lot of 4me invested.
- 17. Takeaways • Results so far have been great, but I recommend she changes plaporms—to something like Shopify which allows for more site customiza4on. • The checkout process s4ll needs to be 4ghtened up considerably. UX Improvements SEO • She needs to create blog and social media aligned with top keywords her audience is searching for to keep improving search ranking and develop thought-‐leadership. • Create site tags for every page, and use alt tags for every picture uploaded to the site. Twieer Growth Hacking • The number of followers isn’t as important as the ac4on they’re taking, these people are engaged; retwee4ng her posts, making purchases, blogging, spreading the word. • Based on her success with Instagram and the profitability of this Twier growth, I would recommend con4nuing to test special offers and promo4ons through Direct Messaging or A/B tes4ng tweets. • We haven’t yet been able to do any tes4ng and heavy analysis, but we’d like to see: • Will they be repeat customers, or was this a one-‐off success? (low AOV) • What 4mes of day do posts get the best response? • What types of content do they respond to the most? • What types of offers trigger sales or other ac4ons (like email signup)? • Can we segment the audience by age/loca4on/interests and tailor content to them?
- 18. Ema Campaign Email 2 (Sent Days 2 and 3, 4/14 & 4/15): • Clean, product-‐focused design • Clear CTA buon • Featured countdown 4mer (free, Mo4onMail) • Day two: 23.8$ open rate, 5% click rate • Day 3 (Final Reminder): 30.9% open rate, 6.5% click rate Email 1 (Sent Day 1, 4/14): • Clean, product-‐focused design • Did not have clear CTA buon • Featured countdown 4mer (free, Mo4onMail) • Used in mul4variate test (see next page)
- 19. Ema Campaign Results Version 2: • Sent to segment who have NOT opened any of last 5 campaigns. • Subject line: WE MISS YOU! Come back for 25% OFF + FREE SHIPPING! • 310 recipients • 14.8% open rate • 4.8% click rate Version 1: • Sent to segment who have opened at least 1 of last 5 campaigns • Subject line: Big Clearance Sale: 25% OFF + FREE SHIPPING -‐ 3 Days Only! • 299 recipients • 57.5% open rate • 25.8% click rate MulAvariate Test: • Sent same email to 2 different list segments with different subject lines.
- 20. Ema Campaign Results Overall: • Email campaign budget: $0 (Free MailChimp plan) • List size at 4me of campaign: 578 • Total opens: 399 • Total clicks: 130 • Orders: 27 • Conversion rate: 8.56% • AOV: $88.59 • Revenue generated: $2,392.80 MulAvariate Test: • Lesson learned: Segmen4ng the list, and tailoring subject lines and content can engage “dead” subscribers. • Recommend execu4ng addi4onal tests: surveys, segmenta4on, personaliza4on. • Perform more A/B tests to see what kind of imagery and subject lines are most successful.
- 21. Ad Campaign Version 2: • Lifestyle and sale-‐focused. Sense of urgency. • 10,689 impressions • 58 website clicks • 5 page likes • 4 post likes • 0.54% conversion rate Version 1: • Product-‐focused. Sense of urgency. • 4,199 impressions • 30 website clicks • 5 page likes • 6 post likes • 0.71% conversion rate
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- 23. Ad Campaign Results Findings and RecommendaAons • $1.39 per website click sounds great, but the CPA was almost $60.00, so had terrible ROI. • CTR on both ads was very average (around 1.00%) yet generated only 2 conversions. • The audience we ran these ads to was huge: over 4 million people based on a “lookalike” algorithm Facebook uses to find people similar to fans of DLK’s Facebook group.
- 24. Spring Sale & Brand Campaign/ Keywords: Kitchen Cups Campaign/ Keywords: Ligh4ng & Lamps Campaign/ Keywords: Hugo Loves Tiki Campaign/ Keywords: Design Life Kids designlifekids dlk design kids life Bone china tea cup Dombo cup Espresso cups set Modern espresso cup Modern pendant ligh4ng Night light kids Lamps for kids Cloud lamp Tiki T shirts Hugo Loves Tiki Hugo Loves Tiki Bebe Hugo Loves Tiki Tee Ran 4 simultaneous campaigns 4/14 thru 4/16 SAMPLE ADS
- 25. Campaign Dashboard: Constantlymonitored and optimized, adjusting bids for successful keywords, pausing campaigns that were underperforming and diverting budget to successful campaigns; always with an eye towards keeping CPC and CPA as low as possible.
- 26. RESULTS Run dates: 4/14-‐4/16 Budget: $165.00 Impressions: 4,336 Audience: Desktop, Women 25-‐44 Total Clicks: 85 CTR: 1.96% Orders: 5 Revenue: $463.00 AOV: $92.60 ROI: 181% CPA: $33.00
- 27. Takeaways • Great results, high AOV and very profitable, but with the email list growing, she needs to start crea4ng more engaging content for them. • Definitely do more tes4ng, segmen4ng, and personalizing emails tailored to consumer interests. Email Campaign Facebook AdverAsing • While this campaign wasn’t par4cularly successful, the ability to target your audience to such a high degree calls for more experimenta4on and investment. What types of ads DO work? • We installed a tracker onto the homepage, so we can target everyone who visits the website from Facebook. Adver4se specific products to them, drive them back for purchases. Test ad crea4ve with this audience, and do more tes4ng by segmen4ng smaller audiences by demographics, geography, etc. • Try product slideshow ads featuring biggest sellers rather than sta4c images. Google AdWords • Focus on high-‐intent, long-‐tail keywords during sale periods. More generic keywords have too much compe44on. • This campaign was profitable, and had a high AOV, so keep inves4ng and tes4ng! • The CPA is fairly high and can be improved on future campaigns, but ROI was significantly beer than FB. • Keep researching keywords and compe44on using Keyword Scrapers and Keyword Spy programs. • Test headlines and other copy to see what generates beer CTR, CPC, and conversions.
- 28. Spring Sale Audience 63% of orders during sale period were from NEW customers Exis4ng New 63% 37%
- 29. Overall Results Marchrevenue nearly tripled that of February, and April will be DLK’s most profitable month ever! Month Visits Conv. Rate Avg. Value Revenue TransacAons Oct 5,149 1.44% $55.40 $4,100 74 Nov 5,929 1.65% $66.90 $6,556 98 Dec 5,903 1.58% $83.07 $7,726 93 Jan 8,666 1.18% $79.17 $8,075 102 Feb 6,966 1.42% $60.45 $5,984 99 Mar 9,179 1.88% $83.41 $14,430 173 Apr 11,154 2.55% $113.93 $32,167 284
- 30. Overall Results: March -‐ April 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Visits, Conversion Rate & Revenue by Month Visits Revenue Conv. Rate
- 31. Overall Results: March -‐ April March-‐April 2015 have had big increases over average performance Oct. 2014-‐Feb. 2015: Visits have increased 64% Conversion rate has increased 26% Average Order Value has increased 60% Email newsleEer subscrip4ons up 62% Average Monthly Revenue has increased 267%!
- 32. Recommenda4ons for Growth: OWNED Website: Change plalorm to reconfigure homepage layout, enable customer accounts, streamline checkout system, enable easy product sorBng. SEO. Blog: Focus on content pillars + thought leadership in kids décor and design. -‐What keywords/topics are your customers searching for more informaBon on? Social Media: Posts should work in alignment with blog and enewsleber topics. Keep growing fanbase. Landing Pages: Use more onen for special promoBons. Experiment with layouts. -‐Use tracking URLs to analyze results. Email: Grow list as much as possible. Focus on content for weekly enewsleber (interviews, product video, contests), test by segmenBng and consider starBng an invite-‐only VIP or customer rewards program.
- 33. Recommenda4ons for Growth PAID OpAmizaAon: Consider OpBmizely or Visual Website OpBmizer for high-‐conversion landing pages Affiliate MarkeAng: Get more engaged referrals and strategic partnerships. Social Media Tools: To make strategy, posBng, tracking, + planning content and editorial easier AdverAsing: ConBnue to experiment with Google and Facebook– it’s worth more investment/exploraBon EARNED Social: Encourage more sharing & referrals. Create content calendars each month to plan promoBons and topics around keywords and blog topics. PR: Consider hiring freelancer to pitch media to coincide with website relaunch generaBng brand buzz and new traffic.
- 34. Focus on content pillars in blog and social media posts. Generates interested traffic and boosts SEO. Customer Interests Brand Interests Content Pillars: þ How to involve your children in your design life þ Minimalist Design þ Décor, food, and entertaining • Interior design • Minimalist decor • Entertaining • Raising kids • Food/Cooking • Personal Style • Clothes • ImparBng their sense of style to their children Modern living • Suburban life – Urban aestheBc • To find and share the beauty in our every day • Fashion • Décor • Love of beauBful design • Minimalist design • Entertaining • Sharing love of design with kids – how to bring them into your life • Being a single mom
- 35. Brand Experience + Web, Blog & Social Community Links Entertainment Brand Experience Houghton Mifflin Harcourt: Curious George, The Polar Express, The Giver, Martha Speaks, The Tes8ng Chronicle: Caterpillar (CAT), The World Almanac for Kids, Ivy & Bean, Taro Gomi, Press Here Workman: What to Expect When You're Expec8ng, Brain Quest, Sandra Boynton, Barbecue Bible, Gallop! Website and Online Community Samples www.thetes4ngtrilogy.com www.hmhbooks.com/jasperfforde www.facebook.com/thetes4ngtrilogy www.facebook.com/curiousgeorge Blog Posts Press Release/Invita4on to Digital Realty’s Panel Event at ITW 2015: hPp://telecomnewsroom.com/2015/04/29/digital-‐realty-‐to-‐discuss-‐ the-‐cloud-‐ecosystem-‐and-‐its-‐impact-‐on-‐the-‐business-‐cycle-‐at-‐ itw-‐2015/ Announcement of DLR’s Panel Event at ITW 2015: hPp://telecomnewsroom.com/2015/04/14/meet-‐digital-‐realty-‐at-‐ itw15/ Curious George: hPp://hmhyoungreadersblog.com/kids/picture-‐books/where-‐is-‐ curious-‐george-‐see-‐curious-‐george-‐around-‐the-‐world/ hPp://hmhyoungreadersblog.com/kids/picture-‐books/celebrate-‐ curiosity-‐day-‐with-‐curious-‐george-‐on-‐september-‐21st-‐2013/ Jasper Fforde’s Draw a Quarkbeast Contest: hPp://hmhyoungreadersblog.com/teens/young-‐adult/enter-‐the-‐ draw-‐a-‐quarkbeast-‐contest/ LiPle Pea: hPp://www.chroniclebooks.com/blog/2010/10/14/liPle-‐pea-‐helping-‐ schools-‐get-‐healthy/ SF Educa4on Fund Partnership: hPp://www.chroniclebooks.com/blog/2010/06/01/chronicle-‐ nominated-‐for-‐partner-‐of-‐the-‐year-‐by-‐the-‐sf-‐educa4on-‐fund/ Duck! Rabbit! at the White House hPp://www.chroniclebooks.com/blog/2010/04/07/easter-‐at-‐the-‐ white-‐house-‐with-‐duck-‐rabbit/ Tony’s Pizza /Lindsay Olives Partnership – Announcement/Contest Winners: hPp://www.chroniclebooks.com/blog/2009/06/24/calling-‐all-‐pizza-‐ fan%E2%80%94enter-‐to-‐win/ hPp://www.chroniclebooks.com/blog/2009/09/10/tony-‐and-‐the-‐ pizza-‐champions-‐and-‐lindsay-‐olives%E2%80%99-‐pizza-‐recipe-‐contest-‐ winners/ 9 New Things Amy K. Rosenthal is Excited About: hPp://www.chroniclebooks.com/blog/2009/09/24/9-‐new-‐things-‐ amy-‐krouse-‐rosenthal-‐is-‐excited-‐about/ Chicken Big: hPp://www.chroniclebooks.com/blog/2011/01/20/don%E2%80%99t-‐ take-‐it-‐from-‐us-‐kids-‐are-‐big-‐on-‐chicken-‐big/ Librarians Love the LiPle Books: hPp://www.chroniclebooks.com/blog/2009/09/30/librarians-‐love-‐ the-‐liPle-‐books/ Pizza Adventures with Tony Gemignani: hPp://www.chroniclebooks.com/blog/2009/12/16/brava-‐italia-‐pizza-‐ adventures-‐with-‐tony-‐gemignani/ Eric Carle at The Golden Globes: hPp://www.chroniclebooks.com/blog/2010/02/09/eric-‐carle-‐at-‐the-‐ golden-‐globe-‐awards/ World Almanac Sweepstakes: hPp://www.chroniclebooks.com/blog/2008/12/15/announcing-‐the-‐ winners-‐of-‐the-‐world-‐almanac-‐puzzler-‐decks-‐brainiac-‐sweepstakes/ LiPle Books/PBK Sweepstakes: hPp://www.chroniclebooks.com/blog/2009/06/02/want-‐a-‐2500-‐gig-‐ card-‐from-‐poPery-‐barn-‐kids/ Taro Gomi Crea4vity Contest Winners: hPp://www.chroniclebooks.com/blog/2008/07/31/introducing-‐the-‐ taro-‐gomi-‐crea4vity-‐contest-‐winners/ Darwin Day post: hPp://www.chroniclebooks.com/blog/2009/02/10/2009-‐the-‐year-‐of-‐ charles-‐darwin/
- 36. Email Campaign Samples At Herrin Publishing Partners, I managed all email campaigns for Outpa4ent Surgery Magazine, from weekly Editorial Alerts to custom campaigns for proprietary services and special client requests. At companies like Chronicle Books, Workman Publishing, and Houghton Mifflin Harcourt, I managed all campaigns related to my products or marke4ng programs. YOUR SEARCH FOR A BETTER NEEDLE IS OVER. Your surgeons will love the incision and healing characteristics of DermaGlide™, the revolutionary diamond-shaped suture from Surgical Specialties. But don't take our word for it—CLICK HERE to learn more and order your free sample! The Surgeon’s Edge Sharpoint is a registered trademark of, and DermaGlide is a trademark of, Surgical Specialties Corporation Wound Closure Group, 100 Dennis Drive, Reading PA, 19606 • 800-523-3332 • 610- 404-1000 A member of The Marmon Group of companies. ©2003, Surgical Specialties Corporation. #WCG-PM-049 4/03 “I can see a difference...wounds appear to heal better with DermaGlide.” Steven Fagien, M.D., FACS Aesthetic Oculoplastic Surgeon Boca Raton, Florida As seen in Outpatient Surgery, October 2002 w w w . s u r g i c a l s p e c i a l t i e s . c o m EDITORIAL ALERT: June 2004 CAPITAL EQUIPMENT AT AORN A-ORS > WHAT'S NEW IN CAPITAL EQUIPMENT: UPDATE FROM THE AORN Equipment planner Scotty Farrisreviews the latest advances on display this year. 2, A GUIDE TO SURGICAL PREPS AND PREPPING TOOLS We'll lead our readersthroughthis sometimesconfusingarrayof productsand offer an update on the FDA'sTentativeFinal Monograph. > HOWTO MANAGE SURGICAL SITE INFECTIONS How to track surgical site infectionsand use the resultsto improve outcomes. > HOW TO MAKE ANESTHESIA MORE EFFICIENT 25 tips for fasterturnarounds,betteroutcomes and a healthierbottom line. > WOULD ENDOSCOPE LEASING WORK FOR YOU? Realistic, detailed examples illustratewhen cost-per-case leasing is and isn't a sound strategy. > WHAT'S NEW IN PROCEDURE PACKS A look at new programs,technology and products designed to help you get the convenienceyou need on a budget. UPDATEON CONSCIOUSNESS MONITORING New technologies may make these devices more useful. > IF YOU'RETHINKING OF BUYING IMAGE-GUIDED SURGICAL SYSTEMS Whatto consider when purchasing these big-ticket instruments. > DON'TMiss OUR PROFESSIONAL SERVICES SHOWCASE! Whetheryou help surgical professionalswith architecture,building, equipment planning, finance, billing, accreditation or other items, gain extra exposure to thousands of surgical decision makers in our handy supplement. CONSCIOUSNESS MONITORING PROCEDURE PACKS IMAGE-GUIDED SURGERY RESERVE YOUR SPACE TODAY! fNSERTlONS DUE: 5/11 MATERIALS: 5/20 Michael Woodhull, VP of Sales, 630.941.1449, mwoodhull@outpatientsurgery.net Chad Kemplin, Accounts Manager,630.516.3601 , ckemplin@outpatientsurgerynet Jeff Hensel, Accounts Manager,630.516.3603, jhensel@outpatientsurgery.net Stan Herrin, Publisher,610.240.4918 xl 4, sherrin@outpatientsurgery.net Linda Moretti, Production Manager,610.240.4918 x10, Imoretti@outpatientsurgery.net
- 37. The Chronicles of Harris Burdick: Print and display advertising. Leg: full-‐page ad in Entertainment Weekly. Right: Mul4ple ads in The New Yorker. As part of the campaign, I was able to nego4ate a story wri4ng contest as added value that The New Yorker promoted on their website and through an email campaign. Sherman Alexie M. T. Anderson Kate DiCamillo Cory Doctorow Jules Feiffer Stephen King Tabitha King Lois Lowry Gregory Maguire Walter Dean Myers Linda Sue Park Louis Sachar Jon Scieszka Chris Van Allsburg An all-star cast weaves 14 incredible tales around the intriguing illustrations from the legendary Mysteries of Harris Burdick. Funny, poignant, spine-tingling, and filled with surprises, it is a collection of stories families will want to share again and again. NO PURCHASE NECESSARY.Promotion begins September 26,2011 at 12:01 a.m.EST and ends at 11:59 p.m.EST on December 31,2011 (when all entries must be received).Contest is open to legal residents of the 50 United States/D.C.,aged 13 and over. Employees of Sponsor and families not eligible.To enter and for complete rules,go to www.newyorkeronthetown.com.Prize a.r.v.$980.00.Sponsor:Condé Nast Publications,4Times Square,NewYork,NY,10036.Odds of winning depend on the number of entries received. To see the video and more, visit whoisharrisburdick.comHoughton Mifflin Harcourt I With an Introduction by Lemony SnicketWith an Introduction by Lemony Snicket Chris Van Allsburg 14 Amazing Authors Tell the Tales 14 Amazing Authors Tell the Tales The Chronicles of Harris Burdick give the gift of FOURTEEN MASTER STORYTELLERS. ONE AMAZING BOOK. im agination Submit your own story for a chance to win a free tablet e-reader and more! To enter, visit NewYorkerOnTheTown.com
- 38. The Chronicles of Harris Burdick: The New Yorker Tablet Ads These digital, interac4ve tablet were part of an ad buy with The New Yorker, and promoted our wri4ng contestAt the 4me, it was the first exclusively-‐fic4on contest that The New Yorker had ever co-‐sponsored and promoted. Results: 600 entries, and excellent open and click-‐through rates!
- 39. The “Little Books” Sweepstakes Partnership: Chronicle Books joins forces with Pottery Barn Kids, Method, and General Mills This partnership, which I conceptualized and executed, gave one lucky winner a $2,500 shopping spree at PoPery Barn Kids, the en4re line of Method cleaning products, autographed books, and gig cer4ficates for a life4me’s supply of Green Giant vegetables. This generated $21K in revenue, and PBK hosted events at all stores na4onwide, handing out special bookmarks promo4ng the sweepstakes to aPendees. The dedicated email on leg generated over 10,000 new leads.
- 40. The Worst-‐Case Scenario Jr. “Gross” Edition: Jar of Slime Giveaway A ½ page print ad placed in Boy’s Life magazine drove traffic to a giveaway landing page in an effort to grow our email newslePer list. Results: Over 70,000 entries, lots of online buzz, and 40,000 opt-‐in subscribers. We retargeted all 70K consumers with a special offer email campaign, which generated an 8% CTR and a 3.3% conversion rate! ì ê
- 41. The Worst-‐Case Scenario Jr. “Weird” Edition: Kidzbop.com Site Reskin + Added Value Video Contest Digital ads were fully animated, and promoted a new book in the Worst-‐Case Scenario Junior book series. As part of our ad buy through Gorilla Na4on, I nego4ated free added value: Kidzbop co-‐sponsored a video contest at no extra charge! Ads for the contest ran all over their network of sites (including Dragonball Z, Star Wars, and more). *Note: Kidzbop.com was later bought out and is a completely different format now.
- 42. WCS Jr. “Weird” Video Contest, featured on Kidzbop.com (Negotiated FREE as added value for our digital ad buy) Results from ads and contest: Over 12.5 million impressions delivered. Homepage takeover had a .86% CTR. Overall CTR was .10%. However, it produced 307 user-‐generated videos from our target audience, over 6,000 new website visits, and a 87% increase in sales for this 4tle. Ads targe4ng kids rarely drive immediate sales; it ogen took weeks to see results since in most cases parents make the final purchase. Makes for an interes4ng sales funnel!
- 43. The Worst-‐Case Scenario Junior Edition: Family Features Syndicated Content Distribution We provided the content – in this case 4ps for kids on surviving summer – and Family Features put it out through their major network of newspapers, both print and online, across the country. Publishers looking to fill empty space or provide useful, engaging informa4on use Family Features to discover helpful content that they can then repurpose through their various channels. Food-‐related content is always in high demand. They absolutely love recipes, but certain nonfic4on topics for kids and families can get great pickup as well. This par4cular piece received just under 4 million impressions, and drove 10,000+ visits to our series website!
- 44. The Worst-‐Case Scenario Middle School Edition: YouTube video trailer with over 1 million views! This video, which I helped script and oversaw produc4on of, was promoted via our YouTube channel, Vimeo, BarnesandNoble.com, Amazon.com, and was featured on our WCS Facebook page and WCS website. We then promoted the book through a digital adver4sing campaign targe4ng tween/teen websites. These efforts, in tandem with a PR/publicity campaign, led to a 428% increase in direct e-‐commerce sales, an 888% increase in sales via Amazon, and a 339% increase through na4onal retail stores.
- 45. Alloy Campus Voice Partnerships – College Content Distribution Alloy Media + Marke4ng distributed these giant, oversized posters through their network of colleges na4onwide. We provided the content, and they then found an adver4ser to purchase space (later placed on the boPom of the poster), thus promo4ng our products to hundreds of thousands, if not millions) of students in our target demographic, at no cost to us. cam us vouce . THe BeaUTY panTrY ALCMBLOCK nalum looks a good tor•our that 't. and makeft •aikžer. vogurt uto åakv "eave• 'tour'taxes begone. COLDWAXINGSTRIPS thehatr •our shet'her tt or st lav stash•i these. Thev grat touch-aps Il extendpour the temptation anv Saargthat sprout up onyour TIA BAGS tenbac- green tea tea around "he tWrthemanyusesdescribed throughout book.Wet bags nep take puffines rhe andtruid burn• c--bamcwuie stressedsküls and ,hanontlie reduce trntaton-After •oak •arm chamomdetea and tea m:mutes. CLAV*ASE .žnd£he•, •triesap avd b'tes- BAG0' '*OZEN PEAS 01 BLCEBZRRIZ.S knæ ankie.tar burn.or ór Sv sear-mg,keep of or sndae Thetr vour body, pxce of white quartz, ùhough it's phosphateand alum [htslittle pseceofmagi. has as an underarm de«Jorant. art overnight at -zapper. as a wavto stanch bleeding from shavtng BAKING SODA akingsoo canbe to your teeth. as a pasteto dry a overmght. oc massagedthrough ump harrto fid at'tutdt-up •yiirtgproduets Bakingsou canalso berubbed on flaky envrxs and kneesand used ust as a well-stocked kitchen pantry is lined asanexfohantonthe with jars of grains, mustard, peanut butter, ANOLDTOOTHBRUSH canned soup, and more, your beauty pantry (AND aeat. TOOTHPASTE) ike a toothbrush has many should never be without these handy items— beauty. ryes. a and reoOed asan toothbrush accessoryto i most of them basic household products. IMIether for indispensable and Use eveiashes; Itas •omb asan it's a stash of waxing strips to catch that spot on applKAtor ops;anexfohator for forlips. touch- elbow•ss knees;and asan ad-purpose your upper lip that the aesthetician missed or a fotbeautytoolslike sharpeners,combs.and tweezers bottle of lavender essentialoil to apply FAST SWEETALMONDOIL to a kitchen stove burn, they'll prove 't•ismtvauty It's invaluable when you need a quick fix. a because greatmoistureet 't for neattv,and Most are amazing multitaskers that can remover a whenre Without. it softens substitute for other products in a pinch. nukesdrxhaftsuppleand - andwiii stand tor oilwhen bod•vneeds s.úenit* Buy a tng botvk store for SX •Arg sA1.rs bath a is •our LAVENDER ESSENTIALOIL ven if von're not ergothe herapv keep oii bouse—uverxåer, It so therapeuticuses:tip Rü0 the tub foca relaxing t»th.. keep it kItehen • scarri%— HONEY BABYWIPES onevis whxh makestt lovav to n•stfor on Oivor Netntshed removequbborn eye'tukeop . bletn.sh '*ith a dab of honey. in asmost ottxr rtukeup from Genttv withtFx• With freQW a BandAidover and be bymorning Its makes't aand ternfx to togther tn úce masks In Vermont laven&roii,cx 00 to arthntß Bin. marks from tha areexposedin toik traditions. borkY to a burn to rekve preveru blisters How sweet ts that? cam us voaee o • 20 • enerationTuvayàtotransform a T-shirt ou are a generation of hip,resourceful, creative DIY warriors: Boredby the traditional T-shirt, you want somethingwith personalized pizzazz. You want to "waste not, want not." You like clothesbut don't want to be retail clonesor slavesto commerciallogosor fashion mags. Descendantsof the punk movement, you still know the appealof a well- placed safety pin. Sogather up those countlessold T-shirtswon at sporting events,collected at creditcard sign-ups, promotionalgiveaways, or the random thrift store (even when theydidn't quite fit), and forget about saving them for a specialoccasion (that, bythe way, is never goingto happen). I know you're sentimentally attached to someof those rags,but whynot turn them into you'll actually Enter GenerationT. #3 brokenhearted ahisis the pettect wav to t out some agg-ession over that recent reakup. Even better if the ILshitt you slash wa left behind by that not-so-special someone. t on Bon 'ovi's "YouGiveIf)ve a Bad Name r your o those scissors.lust don't get too carri awav, or votill end up with a of T-shirt nfetti. nerationT legways to a 1 ingredients 1 T-shirt (preferably fitted) tailor's chalk cardboard flap scissors (or razor blade) Turn the T-shirt insideout. With a piece of chalk, sketch the shape of a heart across the torso of the shirt. Draw parallel lines horizontally inside the outline of the heart, approximately In apart. Insert the cardboard flap between the layers of the shirt and, being sure to cut through only the front panel of the shirt, slash along the chalk lines. Turn the shirt right sideout and layer it over a tank top or another tee.
- 46. Examples from The Testing Trilogy’s $1MM Marketing Campaign The Tes4ng was our lead series 2012-‐2014 and was a top marke4ng priority. The consumer outreach started with an early buzz ad campaign on the science fic4on website Tor.com. Because we had purchased a run-‐of-‐site ad campaign on Tor.com, I nego4ated added value, including editorial features such as this, promo4ng exclusive content I helped develop.
- 47. Email campaign targeting book bloggers for The Testing As part of our early consumer outreach, emails sent to a list of over 75K book bloggers with a limited-‐4me offer to get an advance read. This was followed up with a banner ad they could use on their blogs, allowing their readers to also get a sneak peak and get exclusive content. CTR was outstanding, we essen4ally got bloggers to adver4se for free, and the campaign generated hundreds of early reviews, which I think were instrumental in the book’s success.
- 48. 24-‐hour site re-‐skin promoting The Testing Part of our consumer marke4ng launch.
- 49. Major print, display, and social advertising for The Testing Leg: Full page ad for The Tes9ng and its sequel that ran in People, Seventeen, J-‐14, Girl’s Life and other teen magazines, with a QR code driving traffic to series website. On right: Examples of some paid social media promo4on. We saw an 80% increase in sales the week ager this par4cular group of ads and social media posts ran. A USA Today Top Ten Summer Read “Electrifying.” —EntertainmentWeekly.com Scan here for a free prequel, video, and more, or visit TheTestingTrilogy.com COMING 01.07.14
- 50. Key digital marketing efforts around The Testing. Clockwise from top leg: The Tes4ng Trilogy mini-‐site (Featuring extensive bonus content. Most consumer ads drove traffic here), The Tes9ng Facebook page (Also supported with paid ads.), The Tes9ng video trailer YouTube page (with over 52,000 views), and The Tes9ng TwiPer page. .
- 51. PR hit for The Testing video trailer on EW.com Entertainment Weekly liked our video trailer for The Tes9ng so much that they did an exclusive premiere of it on their website.
- 52. The “Where Is Curious George” Photo Contest Facebook photo contest launched in partnership with NBC/Universal. Fans uploaded their photos on the Curious George fan page and anyone was allowed to vote for their favorites, encouraging contestants to spread the word via their own social media accounts. The Grand Prize was an all-‐expense paid trip for 4 to Hollywood, CA, courtesy of NBC/Universal, plus a huge Curious George prize package.
- 53. “Where Is Curious George” Facebook contest promotion More Facebook promo4on around the photo contest, which was also promoted heavily on the CuriousGeorge.com website. BoPom right: Retail signage so stores could promote the contest included a tear-‐off pad with the landing page URL. The contest generated 100,000+ new fans on the CG Facebook page, though overall conversion rate did not spike. animu GmEøe TM WhereIs TAKE ONE! Photo Contest Enterthe WINATRIP WHERE IS Curious Gw/tge? FOR FOUR TO PHOTO CONTEST! HOLLYWOOD Submit your fun photo of Curious George AND MUCH in a local or nationalplace of interest for the chance to win a trip for four to MORE! and much more!Hollywood,CA,London, UK Visit theall-newcuriousgeorge.com to learn how to enter. Iceland No purchase necessary.Visit the website for Official Rules and Regulations. Contest runs March 15, 2013, through April 22, 2013. Visit the all-new curiousgeorge.com to learn how to enter.
- 54. Curious George NYC Ambassadorship 2014/2015 I served as HMH point person on a major partnership with the City of NY. Curious George became the mascot of their family tourism push, which included bus shelter and taxi TV spots, Times Square billboard presence, a full digital and social media ad campaign, print collateral, and much more.
- 55. The Last Dragonslayer, by Jasper Fforde: Hufaington Post ad campaign screen shots Ads promoted the first book in best-‐selling author Jasper Fforde’s new Harry PoPer-‐esque series for teens (and adults), and only ran in the Books and Libraries sec4ons. è ç
- 56. Various Print Collateral (Managed from Concept to Completion) L to R: Poster for The Giver movie 4e-‐in; Princeton philosophy catalog; Retail countertop easel promo4ng a contest; Scratch-‐off 4cket promo4ng a special discount for booksellers; Outpa4ent Surgery magazine annual media kit; Poster for a best-‐selling book series. One of the most influential novels of our time, NOW A MAJOR MOTION PICTIJRÞI FROMTHE NEWYORK TIMESBEST-SELLING AUTHOR LOIS LOWRY WINA TRIP FOR TWO TO THE NYC MOVIEPREMIERE! VISITWALDEN.COM/GIVER_SWEEPS TO ENTER! WIN 10 $15 $25 or $50 OFF YOURINVOICE! wor man SCRATCH &WIN BACKLIST ticket is a WINNER! 1. Order any Workman backlist promo- tion (see back for full list) and scratch & win to receive a bonus on your backlist order. 2. Win $10, $15, $25, or S50 off your final net billing! Just use special promo code on your order It's that easy!
- 57. Thanks for your time! Please contact me with any ques4ons, or to see more examples. Cell: 215-‐840-‐3280 Email: petebohan@gmail.com