This document provides an overview of Brooke Nelson Christman's experience in marketing and brand management. It highlights her strengths in developing strategic alliances, managing cross-functional teams, and identifying volume-driving opportunities. Examples are given of her involvement in brand launches, retail partnerships, consumer promotions, and big event activations for various beverage brands. She has experience managing regional and national marketing initiatives.
BrandPartners designed and implemented a windows program for National City Bank that utilized the bank's prime window real estate in its Cleveland headquarters building. The initial program paired National City's support for breast cancer research with their sponsorship of the Cleveland Browns football team in "Real Men Wear Pink." The successful windows program was later expanded to six additional locations promoting holiday gift cards, savings programs, and a points program. The windows program garnered media attention and contributed to downtown beautification while connecting the bank to community causes and retail programs.
Erwin Penland recognized that while Advance America’s display and search
advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways
to do so successfully, and simultaneously optimize investments across channels.
This document outlines the branding process for a wine company in 3 stages:
1. Analyze corporate objectives, opportunities, and the competitive environment to confirm the existing or proposed brand strategy.
2. Develop the brand proposition, name, and mission statement, and test consumer reactions to the brand and liquid.
3. Create the liquid proposition by sourcing ingredients, defining the quality, style and blending to build a profitable and sustainable wine brand.
Millennial Flavor conducted research to develop an integrated marketing campaign for Discovery Clothing Company. The research identified key opportunities and objectives to distinguish Discovery from competitors by emphasizing its quick inventory turnover and ability to offer latest fashions. The campaign idea is to position Discovery as "Find It First, For Less." Tactics will include PACE ads, in-car banner ads, store windows, in-store signs, social media, partnerships, PR, radio, and loyalty programs to attract budget-conscious young women and bring back lapsed customers.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
The presentation outlined Guinness' strategy to develop an online community through social media and CRM. It discussed evolving from a traditional CRM model to a social CRM approach focused on listening, conversing, co-creation, and evangelism. The strategy involves using social media tactics like content and events to engage different user types from advocates to prospects to non-drinkers. It aims to start building brand relationships in Stage 1 and progress users through stages of the CRM funnel to become loyal customers and advocates. The task involved devising tactics for each user type and extending them into social CRM activities.
Christopher Suster has over 23 years of experience in graphic design and brand development. He is the president and founder of Christopher Design LLC, which provides graphic design and branding services to clients such as Case Western Reserve University, The Cleveland Clinic, and Sherwin-Williams. Christopher strives to create elegant, restrained, and functional designs that transform clients' goals into strategically branded materials.
The document describes two models used to measure the brand equity of HP:
1. A variation of Aaker's Brand Equity Ten model, which compares HP to competitors on 11 attributes. HP scored lowest on willingness to recommend, value for money, and quality.
2. A multi-attribute regression model relating brand equity pillars like loyalty and premium to attributes. Regression analysis found HP scores lower on loyalty due to quality and service issues. However, HP is seen as a leveragable brand that could extend to other sectors.
Both models show HP has opportunities to improve brand equity by focusing on after-sales service, product quality and value to build stronger loyalty and command higher prices. Extending the brand
Commercial Advantage helps leading consumer goods companies deliver world class customer execution. They bring an integrated approach using expertise in commercial strategy, execution, and supply chain management. Their diagnostic tool helps identify issues and solutions, and they provide full integration services to implement changes. Their regional experience across industries allows them to tailor solutions that deliver tangible results for clients.
BrandPartners designed and implemented a windows program for National City Bank that utilized the bank's prime window real estate in its Cleveland headquarters building. The initial program paired National City's support for breast cancer research with their sponsorship of the Cleveland Browns football team in "Real Men Wear Pink." The successful windows program was later expanded to six additional locations promoting holiday gift cards, savings programs, and a points program. The windows program garnered media attention and contributed to downtown beautification while connecting the bank to community causes and retail programs.
Erwin Penland recognized that while Advance America’s display and search
advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways
to do so successfully, and simultaneously optimize investments across channels.
This document outlines the branding process for a wine company in 3 stages:
1. Analyze corporate objectives, opportunities, and the competitive environment to confirm the existing or proposed brand strategy.
2. Develop the brand proposition, name, and mission statement, and test consumer reactions to the brand and liquid.
3. Create the liquid proposition by sourcing ingredients, defining the quality, style and blending to build a profitable and sustainable wine brand.
Millennial Flavor conducted research to develop an integrated marketing campaign for Discovery Clothing Company. The research identified key opportunities and objectives to distinguish Discovery from competitors by emphasizing its quick inventory turnover and ability to offer latest fashions. The campaign idea is to position Discovery as "Find It First, For Less." Tactics will include PACE ads, in-car banner ads, store windows, in-store signs, social media, partnerships, PR, radio, and loyalty programs to attract budget-conscious young women and bring back lapsed customers.
Developing the Guinness Online Community | Richard Fraser, Proximity Asia | i...iStrategy
The presentation outlined Guinness' strategy to develop an online community through social media and CRM. It discussed evolving from a traditional CRM model to a social CRM approach focused on listening, conversing, co-creation, and evangelism. The strategy involves using social media tactics like content and events to engage different user types from advocates to prospects to non-drinkers. It aims to start building brand relationships in Stage 1 and progress users through stages of the CRM funnel to become loyal customers and advocates. The task involved devising tactics for each user type and extending them into social CRM activities.
Christopher Suster has over 23 years of experience in graphic design and brand development. He is the president and founder of Christopher Design LLC, which provides graphic design and branding services to clients such as Case Western Reserve University, The Cleveland Clinic, and Sherwin-Williams. Christopher strives to create elegant, restrained, and functional designs that transform clients' goals into strategically branded materials.
The document describes two models used to measure the brand equity of HP:
1. A variation of Aaker's Brand Equity Ten model, which compares HP to competitors on 11 attributes. HP scored lowest on willingness to recommend, value for money, and quality.
2. A multi-attribute regression model relating brand equity pillars like loyalty and premium to attributes. Regression analysis found HP scores lower on loyalty due to quality and service issues. However, HP is seen as a leveragable brand that could extend to other sectors.
Both models show HP has opportunities to improve brand equity by focusing on after-sales service, product quality and value to build stronger loyalty and command higher prices. Extending the brand
Commercial Advantage helps leading consumer goods companies deliver world class customer execution. They bring an integrated approach using expertise in commercial strategy, execution, and supply chain management. Their diagnostic tool helps identify issues and solutions, and they provide full integration services to implement changes. Their regional experience across industries allows them to tailor solutions that deliver tangible results for clients.
The document describes the branding and marketing projects completed by We Create Brands for several clients. It outlines the challenges faced by each client, the solutions provided through branding, design and marketing collateral, and the successful results, such as positioning companies as market leaders and boosting brand awareness. Testimonials from satisfied clients praise We Create Brands' professionalism, passion and ability to deliver excellent work.
IQ Design provided branding and packaging design services for several clients, including:
- Redesigning the Gulden's brand to modernize its heritage appeal while retaining credibility through traditional designs using original colors and foil packaging.
- Creating a line of healthier Sunkist-branded candies for children that embraced wellness trends through fruit-focused flavors and packaging promoting fun.
- Giving the Yves veggie meat brand a heartier image focused on deliciousness through brighter colors, a new tagline, and imagery projecting a premium look.
The Van Noy Group was hired by Orchard Supply Hardware to rebrand their lawn and garden chemical products. Their previous branding had become fragmented with multiple brands and looks. The Van Noy Group unified the products under a new "Orchard Brand" with consistent packaging graphics inspired by the retailer's 80-year history. They leveraged nostalgic imagery and iconic product functionality representations to differentiate the private label brand and give it a dominant shelf presence. The new branding strategy organized products by function to help consumers make informed choices.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
This document discusses marketing as service design and provides three examples:
1) Dollar Shave Club uses a subscription model to provide shaving supplies at lower prices than competitors, saving customers up to $300 per year. They engage customers for feedback on new products.
2) Kellogg's My Special K platform offers personalized lifestyle content, weight tracking tools, and shopping integrations to support customers as a "shape management brand".
3) Philips' Lifeline medical alert service now has a Caregiver app to alert family/friends if a user falls and needs help, including their medical information and a group messaging service.
This document discusses how to leverage local marketers to exponentially increase brand value. It identifies six segments of local marketing based on how organizations engage customers locally. The segments range from those where the local marketer depends heavily on the national brand to drive traffic, to those where the local marketer's own brand is primary. Understanding which segment an organization fits helps determine the optimal engagement approach between corporate and local marketers. Doing so ensures both parties have clear roles to maximize brand impact and sales at the local level.
The document outlines the process of building brands through three main phases: 1) creating a brand blueprint through discovering purpose, audience, voice, and competitors, 2) establishing brand identity through logo, design, and messaging, and 3) marketing the brand to build presence, awareness, perception, advocacy, and loyalty. Coca-Cola is used as an example of executing these phases successfully through consistent messaging that has created a strong global brand known for happiness and social experiences over many years.
This document provides an integrated marketing communication plan for KIK Cola. KIK Cola targets younger adults aged 10-35 from middle to upper social classes. The plan uses two strategies: a push strategy focused on trade using sales promotions, advertising, and personal selling; and a pull strategy for consumers using advertising, public relations, sales promotions, and personal selling. The budget is Rs. 30 million with 60% for the consumer strategy and 40% for trade. Performance will be measured both quantitatively using ROI, sales volumes, and market share, and qualitatively through market research, website feedback, and focus groups. The year-long plan aims to increase brand awareness, preference, and loyalty among consumers and distribution channels.
This document discusses strategies for building and strengthening brand equity. It advises learning from successful brands that have built trust with customers through consistent delivery on their brand promises. Strong brands align their culture, products, customer interactions and communications to differentiate themselves and create emotional bonds with customers. The document recommends conducting annual brand audits and research to monitor the brand's perception and ensure brand-related activities are creating value and profits. It also provides tips for small organizations to focus on value and use limited resources efficiently to implement a branding strategy.
Brand portfolio optimization for fewer, smarter, more profitable brandsBrandSquare
Brand portfolio optimization is a process that aligns a retailer's product offerings to support its corporate positioning and create a unique identity in the marketplace. It involves analyzing a retailer's brand portfolio, eliminating redundancies, and ensuring consistency across corporate, store, and product branding. The goal is to develop fewer, smarter, more profitable brands that leverage a retailer's strengths and changing consumer preferences. Schawk is a company that helps retailers optimize their brand portfolios through strategic consulting and management of branding activities.
This document provides guidelines for developing an effective brand positioning strategy. It discusses how brand positioning needs to evolve over different phases of a product's lifecycle. A strong brand framework is important to ensure consistency across all customer touchpoints. Great brands offer rational, emotional, and personality benefits that create loyal relationships. The approach involves collaborative research to uncover insights, develop ideas and directions. Stimulus like ads and packaging are tested to determine the positioning. The outcome defines the brand differentiators, personality, and executional guidance so the brand strategy can be successfully implemented. An example case study shows how this process helped develop a new consumer brand for a bakery supplying retailers.
The document discusses beer innovation trends in the UK market and strategies employed by various breweries. It notes that of the £99m increase in total UK alcohol sales in 2013, £64.6m came from new products and brand extensions. It outlines innovation strategies by SABMiller, Harvey & Son, Fuller Smith & Turner, and Fyne Ales focusing on new flavors, appealing to younger audiences without alienating loyal customers, and improving visibility and off-trade sales. Recent beer trends discussed include sustainable packaging, beer cocktails, new flavors, emotional connection to local craft beers, and replicating the on-trade experience off-trade.
The document discusses beer innovation trends in the UK market and strategies employed by various breweries. It notes that of the £99m increase in total UK alcohol sales in 2013, £64.6m came from new products and brand extensions. It outlines innovation strategies by SABMiller, Harvey & Son, Fuller Smith & Turner, and Fyne Ales focusing on new flavors, appealing to younger audiences without alienating loyal customers, and improving visibility. Recent beer trends discussed include sustainable packaging, beer cocktails, new flavors, emotional connection to local craft beers, and replicating the on-tap experience off-trade.
Creating brands that stimulate business demand. M.Video, a large electrical retailer in Russia, increased design services and advertising during an economic downturn to maintain their position as the number one retailer in their market. Campbellrigg was commissioned to develop a new concept for M.Video that focused on enhancing the customer experience. This included redesigned signage, navigation, and service areas. The new concept helped boost year-over-year sales and received positive feedback from M.Video's operational team and president.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
The document discusses the history and importance of branding. It notes that branding originated from the practice of burning marks onto livestock and slaves to signify ownership. Over time, branding evolved to differentiate products and services in the marketplace and build customer loyalty and trust. The document outlines the key benefits of strong branding for both customers and companies. It also covers different types of branding strategies and factors that influence successful branding.
Connie Duque has over 15 years of experience in marketing and product management. She has worked for several companies in roles such as Product Development Manager, Brand Manager, and Marketing Manager. Notable accomplishments include developing a new category of water filtration products that generated $20 million in revenue, expanding product lines, and centralizing brand messaging. In her spare time, she enjoys yoga, pilates, and running.
The group is studying Coca-Cola and has identified its core values, vision, and mission. Coca-Cola is the world's largest beverage company serving over 1.6 billion drinks per day in over 200 countries. It employs over 92,000 people and has over 3000 brands. The group will analyze Coca-Cola's strategies, financial performance, industry environment, and leadership style to understand how it has achieved global success.
Presentation Alexis Lebedoff Facebook BelgiumSocial Karma sa
This document discusses how brands can build success on Facebook. It begins by noting that Facebook reaches 1 billion users, or 1 in 7 people worldwide. It then recommends that brands start by defining clear business objectives and building a social strategy around them. The document provides tips for getting fans, engaging fans and their friends, and using advertising to reach more people. It emphasizes focusing on marketing goals over just using social media for its own sake.
The document describes the branding and marketing projects completed by We Create Brands for several clients. It outlines the challenges faced by each client, the solutions provided through branding, design and marketing collateral, and the successful results, such as positioning companies as market leaders and boosting brand awareness. Testimonials from satisfied clients praise We Create Brands' professionalism, passion and ability to deliver excellent work.
IQ Design provided branding and packaging design services for several clients, including:
- Redesigning the Gulden's brand to modernize its heritage appeal while retaining credibility through traditional designs using original colors and foil packaging.
- Creating a line of healthier Sunkist-branded candies for children that embraced wellness trends through fruit-focused flavors and packaging promoting fun.
- Giving the Yves veggie meat brand a heartier image focused on deliciousness through brighter colors, a new tagline, and imagery projecting a premium look.
The Van Noy Group was hired by Orchard Supply Hardware to rebrand their lawn and garden chemical products. Their previous branding had become fragmented with multiple brands and looks. The Van Noy Group unified the products under a new "Orchard Brand" with consistent packaging graphics inspired by the retailer's 80-year history. They leveraged nostalgic imagery and iconic product functionality representations to differentiate the private label brand and give it a dominant shelf presence. The new branding strategy organized products by function to help consumers make informed choices.
This document discusses key elements in building sustainable brands:
1. Brands should create new categories through divergence rather than extending existing brands or converging categories. Red Bull created a new energy drink category through divergence.
2. Strong brands provide a "badge of origin" with a recognizable visual identity supported by the company's mission and values to create trust.
3. Brands must deliver on their "promise of performance" by aligning products, communications, and employees to meet customer expectations across all touchpoints.
4. While global brands offer scale, local brands may emerge stronger if localization reconnects with local consumer lifestyles rather than just promoting a Western lifestyle.
This document discusses marketing as service design and provides three examples:
1) Dollar Shave Club uses a subscription model to provide shaving supplies at lower prices than competitors, saving customers up to $300 per year. They engage customers for feedback on new products.
2) Kellogg's My Special K platform offers personalized lifestyle content, weight tracking tools, and shopping integrations to support customers as a "shape management brand".
3) Philips' Lifeline medical alert service now has a Caregiver app to alert family/friends if a user falls and needs help, including their medical information and a group messaging service.
This document discusses how to leverage local marketers to exponentially increase brand value. It identifies six segments of local marketing based on how organizations engage customers locally. The segments range from those where the local marketer depends heavily on the national brand to drive traffic, to those where the local marketer's own brand is primary. Understanding which segment an organization fits helps determine the optimal engagement approach between corporate and local marketers. Doing so ensures both parties have clear roles to maximize brand impact and sales at the local level.
The document outlines the process of building brands through three main phases: 1) creating a brand blueprint through discovering purpose, audience, voice, and competitors, 2) establishing brand identity through logo, design, and messaging, and 3) marketing the brand to build presence, awareness, perception, advocacy, and loyalty. Coca-Cola is used as an example of executing these phases successfully through consistent messaging that has created a strong global brand known for happiness and social experiences over many years.
This document provides an integrated marketing communication plan for KIK Cola. KIK Cola targets younger adults aged 10-35 from middle to upper social classes. The plan uses two strategies: a push strategy focused on trade using sales promotions, advertising, and personal selling; and a pull strategy for consumers using advertising, public relations, sales promotions, and personal selling. The budget is Rs. 30 million with 60% for the consumer strategy and 40% for trade. Performance will be measured both quantitatively using ROI, sales volumes, and market share, and qualitatively through market research, website feedback, and focus groups. The year-long plan aims to increase brand awareness, preference, and loyalty among consumers and distribution channels.
This document discusses strategies for building and strengthening brand equity. It advises learning from successful brands that have built trust with customers through consistent delivery on their brand promises. Strong brands align their culture, products, customer interactions and communications to differentiate themselves and create emotional bonds with customers. The document recommends conducting annual brand audits and research to monitor the brand's perception and ensure brand-related activities are creating value and profits. It also provides tips for small organizations to focus on value and use limited resources efficiently to implement a branding strategy.
Brand portfolio optimization for fewer, smarter, more profitable brandsBrandSquare
Brand portfolio optimization is a process that aligns a retailer's product offerings to support its corporate positioning and create a unique identity in the marketplace. It involves analyzing a retailer's brand portfolio, eliminating redundancies, and ensuring consistency across corporate, store, and product branding. The goal is to develop fewer, smarter, more profitable brands that leverage a retailer's strengths and changing consumer preferences. Schawk is a company that helps retailers optimize their brand portfolios through strategic consulting and management of branding activities.
This document provides guidelines for developing an effective brand positioning strategy. It discusses how brand positioning needs to evolve over different phases of a product's lifecycle. A strong brand framework is important to ensure consistency across all customer touchpoints. Great brands offer rational, emotional, and personality benefits that create loyal relationships. The approach involves collaborative research to uncover insights, develop ideas and directions. Stimulus like ads and packaging are tested to determine the positioning. The outcome defines the brand differentiators, personality, and executional guidance so the brand strategy can be successfully implemented. An example case study shows how this process helped develop a new consumer brand for a bakery supplying retailers.
The document discusses beer innovation trends in the UK market and strategies employed by various breweries. It notes that of the £99m increase in total UK alcohol sales in 2013, £64.6m came from new products and brand extensions. It outlines innovation strategies by SABMiller, Harvey & Son, Fuller Smith & Turner, and Fyne Ales focusing on new flavors, appealing to younger audiences without alienating loyal customers, and improving visibility and off-trade sales. Recent beer trends discussed include sustainable packaging, beer cocktails, new flavors, emotional connection to local craft beers, and replicating the on-trade experience off-trade.
The document discusses beer innovation trends in the UK market and strategies employed by various breweries. It notes that of the £99m increase in total UK alcohol sales in 2013, £64.6m came from new products and brand extensions. It outlines innovation strategies by SABMiller, Harvey & Son, Fuller Smith & Turner, and Fyne Ales focusing on new flavors, appealing to younger audiences without alienating loyal customers, and improving visibility. Recent beer trends discussed include sustainable packaging, beer cocktails, new flavors, emotional connection to local craft beers, and replicating the on-tap experience off-trade.
Creating brands that stimulate business demand. M.Video, a large electrical retailer in Russia, increased design services and advertising during an economic downturn to maintain their position as the number one retailer in their market. Campbellrigg was commissioned to develop a new concept for M.Video that focused on enhancing the customer experience. This included redesigned signage, navigation, and service areas. The new concept helped boost year-over-year sales and received positive feedback from M.Video's operational team and president.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
The document discusses the history and importance of branding. It notes that branding originated from the practice of burning marks onto livestock and slaves to signify ownership. Over time, branding evolved to differentiate products and services in the marketplace and build customer loyalty and trust. The document outlines the key benefits of strong branding for both customers and companies. It also covers different types of branding strategies and factors that influence successful branding.
Connie Duque has over 15 years of experience in marketing and product management. She has worked for several companies in roles such as Product Development Manager, Brand Manager, and Marketing Manager. Notable accomplishments include developing a new category of water filtration products that generated $20 million in revenue, expanding product lines, and centralizing brand messaging. In her spare time, she enjoys yoga, pilates, and running.
The group is studying Coca-Cola and has identified its core values, vision, and mission. Coca-Cola is the world's largest beverage company serving over 1.6 billion drinks per day in over 200 countries. It employs over 92,000 people and has over 3000 brands. The group will analyze Coca-Cola's strategies, financial performance, industry environment, and leadership style to understand how it has achieved global success.
Presentation Alexis Lebedoff Facebook BelgiumSocial Karma sa
This document discusses how brands can build success on Facebook. It begins by noting that Facebook reaches 1 billion users, or 1 in 7 people worldwide. It then recommends that brands start by defining clear business objectives and building a social strategy around them. The document provides tips for getting fans, engaging fans and their friends, and using advertising to reach more people. It emphasizes focusing on marketing goals over just using social media for its own sake.
4. Energy, Health & Wellness Category
Majority of these non CSD drinks were sampled and targeted at on-premise accounts, such
as bar, night clubs, health and hospital.
2001 2004 2005 2006 2007
2002
7. Strategic Alliance
Partnerships Big Event
Personally Initiated Activation
8. Promotional Packaging Examples
12 & 24 packs Glass bottles & carriers
12 oz cans
Coffee Bag
1/2 wrapped bottle Shrink Wrapped PET Cups
20 oz & 2 liter labels
9. Local Market Calendars
Developed local market calendars that reflected brand volume driving strategies that
supported national brand/marketing platforms. Responsible for reviewing & obtaining
bottler & marketing property approval for each concept.
National Platforms
Local Packaging
Local Initiatives
College on-campus
New Products
Media Added-Value
Media Merchandising
Included recaps of contractual
commitments (packaging &
media) & marketing inventory
are reviewed with bottler’s
sales team & Key Accounts
team to discuss
marketing/sales incentive
opportunities.
10. Managing Re-Branding at Crimson Cup
All branding elements of Crimson Cup were refreshed and re-launched to represent
the brand appropriately. Consistent messaging and visuals were achieved which
resulted in increased availability & brand recognition.
Logo
Old logo had to many variations New logo direction when I started
Final logo I developed which
and lacked consistency. my job. Did not fit company
represents updated version of
culture & to close to competitors.
old as well as refreshed look.
Objective to communicate that
crimson Cup is two words has
been solved by color blocking
the two words.
Previous agency & marketing
team did not look at any
competitive analysis.
Packaging
Old packaging was made to be placed in
coffeehouses and did not fit retail store
shelves. Look & messaging was outdated for
future targeted customers.
“Coffee + Community” tagline
I spent months doing competitive analysis
features the word “unity”
and looking at packaging creative/messaging
emphasized in red, implying a
trends. New packaging fits on shelving & has
sense of being one & supporting
been placed in Kroger & Whole Foods.
our communities.
11. Managing Re-Branding at Crimson Cup
Website Retail Kiosk
Created brand new look and feel to the website. More
Lead the
visuals and less copy to engage the consumer. Added
branding &
a customer portal feature which integrated customer
design elements
networks for ordering & account information.
of a Kiosk
placed in
Kroger.
Customer and
consumer
feedback was
great.
Hot & Cold Cups Newsletter
Refreshed look and Refreshed
messaging to tell the look to make
Crimson Cup story to it more
consumers. appealing
and made
content pop
by adding
more visuals
and less
words.
12. Defining Brand, Merchandising &
Execution Standards
Managed special projects for the National Marketing Asset Team & developed a “Standards
Handbook” which was a priority for the system. It features how a college campus should be
merchandised & executed. Handbook currently utilized throughout the country.
13. Kroger Marketing Involvement
Responsible for supporting marketing initiatives for four Kroger KMA’s:
1. Great Lakes – 266 stores 3. Cincinnati – 109 stores
622
2. Central – 148 stores 4. Midsouth – 99 stores stores
Focus is to design Volume Driving programs that generate
incremental displays, cases on displays, ad activity and locally relevant
consumer engagement. Managed budgets, creative developments, sell-in
assistance, regulate execution compliance, redemption reports, etc.
Tools / Initiative examples:
Catalina Coupons Consumer/Retailer Rebates
Smart Source Stock-Ups
ROPs Consumer Promotions
Custom Ads Custom Merchandisers
Custom POS Retailer Ad Tool-kits
Dealer Loaders / Incentives
14. Strategic Alliance Initiative
Prior to the Tab energy launch, I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand, as their
members are market-place female influencers. With a budget of $100,000 I was able to
execute a national partnership that resulted in successful results for Tab energy.
15. Strategic Alliance Initiative
Key Call-Outs:
Personally Initiated, negotiated & coordinated
within a five week window.
300 TaB energy sampling kits distributed to 292
local leagues in North America.
29,352 samples (1,223 cs) to Key Influencers at
launch date.
Activated two Regional Conventions & National
Convention via sampling & merchandise.
Provided a $30,000 “Leadership Development
Within 5 weeks,
Award” to the AJLI which four local leagues won as a coordinated 300 sampling kits,
grant. sampled over 29,000 units
and engaged our brand
With over 45,000
Received National AJLI Publication Coverage on targeted consumers
our brand and support.
16. Promotional Execution Management
Develop volume Present the
Share Creative
driving & brand concept to: Create Project Brief Brief with creative
building concept that 1. upper and receive approval agency and
will engage targeted management from Brand Team as packaging
consumer. Concept 2. the bottler and well as internal legal suppliers.
based on consumer, 3. customer on brand Timeline & budget
retailer, competitor For funding compliance. is agreed upon.
environment. approval
•Manage creative Work with CCE •Secure media
process. distribution on partner. Present program
forecasting volume & details, volume
•Secure prize pool. •Obtain POS
placing orders of goals and
Determine fulfill- quantities from sales
sustaining vs incentive program
ment option. centers/accounts
promotional to individual sales
•Finalize rules & obtain packaging for •Develop incentive centers.
1-800#. promotional period. structure.
Perform market Notify winner if Recap results
visits in the trade applicable and and capture key
EXECUTE to confirm coordinate prize learning's to
compliance. pool. share.
17. Big Event Activation – NCAA
Campaign: OSU National Champions
I am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence.
Game Day Highlights
6 am Jan. 3rd
12:15 am EST Jan. 4th 12:45 am EST Jan. 4th
Coca-Cola cans are
Coach Tressel and his Coke can is on ESPN during
produced in
Buckeyes received the Press Conference –
Cincinnati, OH. Cans
Fiesta Bowl Trophy don’t they look good
sent to AZ on Delta
together?!
Dash at noon EST.
18. Big Event Activation - NCAA
Activation RESULTS:
Results Snapshot Multi-Media
Incremental 140,000 cs lift Radio Coverage
100 % increase volume in 6pks TV Coverage
Incremental 250+ displays National & Regional
Newspaper coverage
Incremental 9+ ad features
Exposure to 5,254,245
GP up $1.10 per cs –vs- normal 6
consumers
pk pricing
Free PR Value received $50,000 +
Creativity
Multi-Channel Custom packaging & POS
Both developed prior event get in market
Grocery 200+ immediately
C&P 150+
Custom vending program on
on-campus (OSU) 184 machines
in-venue (Fiesta Bowl)
Creative way to get can to
activation successful achieved stadium & in Press/Locker rooms.
throughout Ohio
19. Big Event Activation –Super Bowl
Part of the Coca-Cola North America team that activated
the 2006 Super Bowl, which was a Pepsi event.
Energy
Full Proximity Marketing plan was executed around central portfolio
Detroit which grew our energy portfolio 326% for February. growth was
Mobile Sampling Tours distributed over 30,000 cans of Vault, 326% MTD
Full Throttle & Rockstar in 3 day period. in Feb.
Hawaiian Tropics girls utilized in 24 bar/nigh club accounts to
sample and engage brand with consumers within 5 day period.
12 radio station on-air promotions executed, valued at
$156,000.
Gained 350 new shelves & 219 new countertop cooler
placements.
20. Commemorating Events Tool-Kit
I won 2nd place in the country for my OSU National
Championships Activation plan & was requested to document it,
therefore providing a guide for our system.
Collegiate & Professional Sports Tool-kit with approved packaging, POS,
merchandise, truck backs, print ads and Press Release templates. Guide outlines key
people, key timing and expected financials associated with various initiatives.
21. Athlete Endorsement & Activation
Maintained & built relationships with key local “celebrities.” Packaging, POS and merchandising
elements were utilized which drove market share and built brand awareness..
Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel. Negotiated with Mr. Herbstreit & his attorney for two months and we identified great
opportunities. Coca-Cola Company purchased Glaceau, so maintained his endorsement with that brand.
Jalen Rose OSU Coach Steve Yzerman
Indiana Pacers Jim Tressel Kirk Herbstreit
Detroit Red Wings
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Tiger Woods John Sally
Foundation OSU Coach ESPN Game Day Super
Thad Matta Bowl activation
22. Mobile Tours & Brand Ambassadors
Division lead for the majority of the tours, to ensure communication, financial approval
and account leverage were executed.
Coke Coca C2 - (2004) – 5,100 Coke My Coke Rewards (2006) – Sign DASANI Plus (2007) – 18,400 in OH
DASANI Sensations (2006) – 27,000
cans sampled up 32,000 consumers for MCR & MI and 12,000 via Sodexho
OH & MI and 12,000 via Sodexho
Vault (2005) – 22 days in Coke Zero Road Jam - (2005) – 5,100 Sprite Re-Mix - (2004) –
Coke Lime & Sprite Remix Aruba Jam
Region, 54,000 cans cans sampled 5,100 cans sampled (2005) – Lead for the Division –
32,000 samples during 3 week period
Full Throttle (2006) – 22 days in Vanilla Coke (2003) – 32,000 samples Caribou (2007) – 32,000 samples Minute Maid Lights - (2002) –
Region, 54,000 cans during 3 week period during 3 week period 12,000 cans sampled
23. Web Based Promotions
Localized the national My Coke Rewards platform, which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products. Executed in
Midwest key time period, tied to college football.
Negotiated with local partners for locally relevant prize pool. Obtained 26 free prizes valued at $20,000+.
Tied in Coachtressel.com which linked into MCR website and drive traffic throughout promotional period.
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for
MCR via Catalina coupons.
24. Consumer Promotion Sample
Campaign: “Legends of the Shoe” Bobbleheads
Key Call-Outs:
Worked with OSU to influence their key retail sponsors to execute this
concept during football season. It allowed for one major market campaign,
verse individual smaller promotions.
Integrated three Coca-Cola consumption packages as a required purchase to
receive discounted offer:
1.Convenience: Speedway & Coke 20 oz
2 Grocer: Kroger & Coke 12pk
3. QSR: Donatos & Coke 2 liter
Custom packaging, POS, in-store displays, football ad and TV and radio Kroger circular ad &
spots were utilized. in-store POS
Gained 70 incremental displays at Kroger, which generated a 47% increase
vs prior. Received In-ad placement and front lobby displays in 46 stores
during six week period.
OSU Football Guide Ad
25. Consumer Touch Points Example
Car Display at Football Game
Custom Packaging Donatos Boxtopper
throughout Ohio
Negotiated with Account
Partners for prize pool
Scratch Card
Game Piece –
seeded inside 12
packs Media Partner Custom POS