2. Director of Corporate Marketing, Creative Converting
Touch of Color Brand Relaunch
_____________________________________________________________________
When Converting, Inc. and CEG Every facet of the program met that challenge:
merged, each company had its own • Fashion-focused brand identity and
disposable solid color tableware packaging resonates with female consumer
program. The challenge was to bring and creates best value perception
the best of each of these programs • Largest, best color offering in the industry
together to create: • Greater depth and breadth of product line
• one, new offering that would be the best • Exclusive solid color and complementary
in the industry print coordinate offerings
• provide real advantages compared to • Return to quality in color match, napkin
competitors’ programs embossing and plate printing and forming
• offer retailers the tools to invigorate their • Tablecovers Made in the U.S.A.
solid color sales • Dynamic merchandising support program
• reassure customers and sales team the reinforces brand identity and allows for
new Creative Converting was committed organized, attractive presentation at retail
to service and helping them succeed • Comprehensive, upscale marketing
communications and sales training tools
3. Touch of Color Brochure
The Touch of Color brand
relaunch required a complete
new set of marketing
communication tools as the
first introduction from the
recently merged Creative
Converting.
It was crucial that each
element of the program
reinforced the new fashion,
quality brand position and
clearly depicted the scope and
endless mix and match
possibilities the new Touch of
Color program offered.
Touch of Color Brochure Cover
4. Touch of Color Brochure
A full color, photographic
brochure separate from other
product catalogs showcased the
Touch of Color brand in a unique
and compelling combination of
dynamic images and personal,
benefit- oriented messages.
Designed as a dual-purpose
sales tool and customer
communication piece, the
brochure provided a
comprehensive and effective
single source for information.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
Touch of Color Brochure Inside Cover
5. Merchandising Support
A complete merchandising
program of large point-of-sale
signs, color-coordinated
channel strips for retail fixtures
and plastic plate and napkin
merchandising trays further
reinforced the Touch of Color
fashion, quality brand position.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
6. Product Presentation Box
In the past, napkin samples
were stored and presented in a
clear plastic bag; hardly the
appropriate vehicle for the new
Touch of Color brand relaunch!
A stunning napkin presentation
box was developed as a direct
mail piece to sample product
with key customers.
The box also provided the
perfect vehicle to transport,
display and show the complete
38 color program.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
7. PowerPoint Presentation
Sales training and key account
presentations were conducted
using tailored PowerPoint
presentations for each
audience.
I developed and used this
series of presentations for on
site one-on-one and group
meetings, as well as an online
webinar with independent
sales representatives.
8. Director of Marketing, Converting, Inc.
Special Occasion Brand Management
_____________________________________________________________________
The Special Occasion brand was created to • Developed three-year enhanced product plan to
offer the independent party retailer a high- increase SKU count by 30% to support major
quality, premium alternative to disposable growth initiative in the party channel
tableware sold in the mass channels. A
reputation for success with superior solid colors, • Incorporated voice-of-the-customer into decision
making through extensive consumer research
unique designs and innovative new products led to and frequent communication with retailer advisory
a major expansion of the brand over the last decade. and regional sales team panels. This unique
combination ensured sell-in to the retailer and
Consumer research was a cornerstone of all sell-through to the consumer
product and design development. A category
champion process I introduced placed a • Led Refiner New Product Development team.
continuous focus on trend and lifestyle. The FY ‘06 launches represented 7.5% of total sales;
following slides illustrate the Special Occasion FY ‘07 10.2%
brand position and recent program introductions.
9. Special Occasion
Seasonal Introductions
Three times each year new
product lines were developed
and then introduced to the
market through the Special
Occasion catalog.
Each catalog portrayed high-
quality, fashionable disposable
tableware as the convenient and
affordable alternative to
permanent products.
Gorgeous lifestyle photography
and feature-oriented copy
reinforced the premium brand
position and served as a
powerful sales tool.
Photography: 44, Inc.
Special Occasion Holiday 2008 Catalog
10. Spring 2008
Solid Color Introductions
New solid color introductions in
disposable tableware follow
apparel, home décor and
housewares trends. A
successful solid color program
continually evolves to meet
consumers’ needs and wants.
Feature/benefit selling points
help retailers and salespeople
understand and explain why
each season’s “must have”
colors belong on their shelves
and in their customers’
shopping carts.
11. Everyday 2008 Napkin and
Small Plate Introduction
A new upscale program of
fashion-forward napkins and
small plates was introduced
with a differentiated catalog
presentation.
Key findings from trend
research led to the
development of this product
line and were incorporated into
consumer-focused copy. Page
design used a warm color
palette, a more sophisticated
font and clean product
photography to showcase the
new program.
12. Holiday 2008
Kids’ Table Introduction
Bringing the voice-of-the-
customer into new product
development and marketing
communications was
important in lending credibility
to new introductions.
The universal experience of a
separate table for the “little
ones” to sit at during the big
holiday meal was the
foundation for the Kid’s Table
introduction, which included
child-friendly activities,
wearables and décor.
13. Thank you for viewing my Career Portfolio and learning more about
my marketing experience. Inquiries regarding career opportunities,
consulting offers and expertise requests are welcome and may be
directed to me at:
Susan List
Home: 715-823-5991 ∙ Cell: 715-250-2082
suelist@charter.net ∙ www.linkedin.com/in/suelist
810 Riverview Lane ∙ P.O. Box 102
Embarrass, WI 54933
