2. Vanessa S. D'Amelio, Work Samples
Background
•• About Vanessa
–– Operational Background
•• Building the foundations for marketing and sales programs
•• Optimizing programs for maximum efficiency
–– Managed Program Managers, Solution Leads, Analysts, Advertisers, Online Revenue
Marketers, Marketing Teams, Communication Professionals, Call Centers, Project
Managers and In House Creatives, Agencies, Developers and etc
–– Early Adopter of Cutting Edge Technologies for Marketing
•• Cross functional sponsorship of technology, infrastructure and installation
–– Leader and mentor
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3. Vanessa S. D'Amelio, Work Samples
Snapshot
•• 5 Sample Sets from 5 Companies
•• Operational Outlines for Kaiser, Testing Strategy for Skype, Programs for
Storevault (Netapp), Linkedin, and Identix (Reconocer)
•• Each Company Had a Different Market and Objective
•• Requirements: To Create Programs That Support the Brand, as Well as, Create
Value and Drive Sales.
–– Each company was at a different stage in their growth
–– Had varied budgets and goals
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4. Vanessa S. D'Amelio, Work Samples
Kaiser Background
• Kaiser Permanente – Healthcare Provider
• Kaiser provides an integrated healthcare solution that is the model for the
modern HMO provider
• Looking to reorganize marketing teams, process and fulfillment and create
fully functioning teams to support all of marketing communications in a
shared service model
• Launch Feb 2011
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5. Vanessa S. D'Amelio, Work Samples
Kaiser Permanente Scenario
•• Budget $4.5M for outside services
•• Consistent state of reorganization in silos
•• Goals Were to Develop a Shared Services Model (SSM)
–– Digital Marketing
–– Creative Marketing
–– Operations and Systems
–– Fulfillment and Direct
–– Build technology infrastructure to support SSM
•• Take 3 fully functioning teams and merge them into one ““machine””
•• Results: Increase Efficiencies by 70% and decrease operational costs by
$41%
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6. Vanessa S. D'Amelio, Work Samples
Current State Swim Lanes
Estimated at 25-30 business days
Current State Production Process through Phase 4. This is where we
swirl because of lack of planning,
forecasting, prioritization.
1. Project Initiation & Planning 2. Creative Definition 3. Coordination & Prioritization 4. Creative Execution & Customer Acceptance 5. Execution / Production 6. Fulfillment 7. Measurement & Optimization
Intake
This decision ends
can happen 5 here 6
anytime in the AM/PM submits
Creative
Legend
process project request
“Sizing” AM – Account Manager (Consultant)
2 3 Tripod 3
1
Bus Partner BMC AM/PM
Creative 4 (1 day)
decision ATV – Art to Vendor
consults w/ PM BoB – Book(s) of Business
Communicates writes Creative Internal or
or consultant
need Brief External? DR – Direct Response
(2 days incl.
(3-7 days) (2-5 days) 7 8 9 10 11 Rounds of 12 13 14 15 16 17 18
scoping) Creative does Traffic/Creative BC &
BC &
Production LOB – Line(s) of Business
Creative does Creative development, Production BC & Prod
estimate
kick-off &
consults w/ PM
review project
editorial, &
Production
verify avg to
releases to
approves proofs
Delivery of Fulfillment if
Invoice approval
MSCC – Member Service Call Center
timeline docs ATV, pre-flight vendor product applicable MM – Member Marketing
(1 day) (2-3 days) scope creep estimate (2 days)
(1 day) (1 day) (3 days) (1 day)
(2-19 days) (1 day) PM – Project Manager
T3 – TRIPOD 3 system
Intake
ends
here
1 2 MSC submits 3 4 5 6 7 8 9 10 11 12 13 14 15
Bus Partner PM coordinates Traffic & Creative aligns Rounds of BC &
Tripod project MSC & Creative Production Production verifies BC & Production
Communicates w/ Traffic to Creative review team around development & Production Release to vendor Delivery or Fulfillment if
request & kick-off project estimates art to estimate approve proofs Invoice approval
need build timeline project docs scope scope creep ATV, pre-flight (1 day) product applicable
Creative Brief (2-3 days) (2 days) (1 day) (2 days)
(5-7 days) (1 day) (1 day) (1 day) (5 days – 6 mos) (3 days)
(1-2 days)
11 12 13 17 BC & 18 19 20 24 25 27 28 29 30
1 2 DR 3 Vendor Programming at
Review intake Production Test fulfillment Upload asset to
LOB makes a PM writes Creative Rounds of estimates print fulfillment Delivery or Add data to
DR or MM Intake docs Pre-ATV, pre- process Vendor fulfills Invoice approval Close MOM DAM
request or BoB Creative Brief assigns team development + fulfillment vendor product dashboard
MM? ends (1 day) flight (1 week) (1 week)
(1 day) (1 day) 7 8 9 10 (2 days) (2 weeks)
PM holds here (2 days)
Traffic Creates Creative
kick-off/ Commit to
Schedule consults w/ PM
pre-meeting Project?
(1 day) (2 days)
(2 days)
4 5 6 14 15 16 21 22 23 26
Yes ACD & PM go PM opens job in Scope BC & Print or output
Marquee? to Marquee MOM PM and LOB PM & LOB Review proofs Post online
fulfillment need Production ATV job
(1 week +) (1 day) Review Rounds approves output (2 days) (1 week)
(1 week) (2 days) (1 day)
1 2 6 7 8 12 13 14 15 16 17 18
LOB makes a PM opens job in Production Production &
Production ATV and Production
request or BoB MOM Rounds of LOB approves releases to MarCom Delivery or
estimates changes in verifies estimate Vendor fulfills Invoice approval
(1 day) (1 day) Creative begin version vendor approve proofs product to vendor
(3 days) Production (1 day)
Intake (2 days) (2 days)
ends 5
here
Ad Hoc
planning
3 4 9 10 11
PM and Traffic Core PM opens
take request job in Tripod LOB shares w/ Rounds on all
CMS approval
(1 day) (2 days) Region versions
1 2 6 IMC lead 9 10 11 14 15 19 IMC production 20 21 22 23 24
18 IMC develops IMC
Request from creates IMC traffic IMC specifies Bus. Line & IMC coding campaign
LOBs, Mktg, Internal or IMC calendars IMC Production publishes IMC test & QA communicates IMC collects IMC analyzes
workflow of end schedules data and PM produces (email / landing Blast campaign
Stakeholders External? 2 end campaign blast manages assets pages) campaign seed list & documents for data data
campaign analysis needs campaign (1-4 days)
(1 week) & tracking (2-5 days) (2-5 days) (4 days – 2 (1 day – 1 (1 day) MSCC (2-5 days) (2-5 days)
(1 day) (1 week) (1-3 weeks)
(1-3 weeks) weeks) week) (2 days)
Intake
ends
here 25
3 4 5 7 8 Business line or 12 13 16 Rounds of 17 IMC 26
IMC lead sets Bus. Line
IMC leads apply Full or self IMC PM sets up Requestor Bus. Line development QA campaign consolidates & IMC applies
up intake completes Reg/
resources service? kick-off meeting develops creates copy begin (2 days – 2 disseminates learnings
meeting Leg approval
(1 week) (1 week) Creative Brief (1 week) (2 days -2 weeks) data (1 week)
(1 week) (1-3 weeks)
(1 week) weeks) (1-3 weeks)
1 3 10
Request from Assignment to 4 7 Build or enhance 13 14 17
Product owner/ 8
LOBs, Mktg, product owner or Product owner/ Product owner/ digital asset/ User Acceptance Testing and/or ISG testing and QA on
engagement manager Monitor
Stakeholders accountable group engagement manager engagement manager property (in-house client review/approval via digital property, both
validates business Webtrends 19
based based on produces scope of coordinates or or through approved audit workflow. functionality and content. 15 16
requirements reporting
business priority. work and product plan participates in project vendor).
Push new digital property Notify LOBs, Mktg, Begin Product Lifecycle
(if required). kick-off. or property updates to Stakeholders of product management
2 production. launch.
Discovery – determination of platform, audience, 5 11 12 18
and organizational priority. (Determination Product owner/ 6 Notify operations team
requires assessment of stream of work, product engagement Determine 9 Gain legal/
Product owner/project of changes to existing Close intake
type, or new web property and/or vendor manager availability of regulatory
creates intake manager/agency lead KP properties or new and/or SRs.
involvement. This all requires decisions from team resources approval.
or SR creates project plan. KP property.
of directors or designated leads.
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8. Vanessa S. D'Amelio, Work Samples
Skype Background
•• Skype –– Communications Company
•• Skype provides a peer to peer exchange network. It’’s a little piece of software that
lets you talk over the internet to anyone in the world for free.
•• Looking to Build and Test New Acquisition Strategies
•• Launch 2009 November and 2010 January
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9. Vanessa S. D'Amelio, Work Samples
Online Testing Strategies
Call to
Headline Offer Action
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13. Vanessa S. D'Amelio, Work Samples
StoreVault Background
•• Network Appliance –– Storage Company
•• NetApp provides an integrated solution that enables storage, delivery, and
management of network data and content to achieve your business goals.
•• Looking to Build and Release a New Product Line that focused on SMB
Marketplace, Including the Advocate (Consumer)
•• Launch 2006 July
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14. Vanessa S. D'Amelio, Work Samples
StoreVault Scenario
•• Budget $275K for outside services
•• New NetApp Brand 2006
•• Goals Were to Develop a Comprehensive, Brand, Channel and Revenue
–– Brand Positioning
–– Logos
–– Websites
–– Media
–– Portals
–– Marcoms
•• In house Creative Team
•• SMB Channel Focus on Consumer and SMB
–– Support B2B and B2C Efforts
•• Results: Responsible for 37% of Sales
–– Won Awards: Channel of the Year, Product of the Year, Launch of the Year
2006
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15. Vanessa S. D'Amelio, Work Samples
NetApp Announcement
This is your chance to make it BIG!.htm
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16. Vanessa S. D'Amelio, Work Samples
StoreVault Identity
Logo, Identity, Brand Guidelines and Logo Usage Guidelines
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22. Vanessa S. D'Amelio, Work Samples
StoreVault Comms Plan
Campaign Planning/Development Lead Generation
June 2006 July 2006 August/September 2006 October
OPTIONAL
Email Survey 1st Touch Email 2nd Touch Email
10,000 Targets 15,000 Targets 1st Touch
5,000 Targets
& Internal Data DM
(Subset of 1st Touch) Campaign
30,000
Evaluation &
Analysis
Analysis will be
ongoing throughout
Campaign the program –
Development however a formal
Computer
analysis will be
Co-Hosted developed upon
Sponsored Webinar completion of the
program
Online Marketing-Search, Enewsletters
Campaign Response Portal – Lead Grading, Profiling, Prospect Education
F/U calls
(Televerde) On to Cultivation
Campaigns
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25. Vanessa S. D'Amelio, Work Samples
LinkedIn Background
•• LinkedIn –– Professional Social Network
•• LinkedIn exists to help you make better use of your professional network
and help the people you trust in return. Our mission is to connect the
world's professionals.
•• Looking to Create a Marketing Communications Department Directing
Brand, Marketing Communications, Engagement, Events and Revenue
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26. Vanessa S. D'Amelio, Work Samples
LinkedIn Scenario
•• Budget $250K (TBD)
•• New Department Supporting the Network, Offerings and All Marketing
–– In House Creative
•• Comprehensive Rebrand/Repositioning
•• Comprehensive Campaign Strategy
•• Comprehensive Community Strategy
•• Comprehensive Revenue Strategy
•• Results: Responsible for 5% Network Lift
–– Attribution of programs $35+M
–– Won Award: Best Recruiting Product, Special Mention at AdTech
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30. Vanessa S. D'Amelio, Work Samples
LinkedIn Recruiter Campaign Interactive eBook
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31. Vanessa S. D'Amelio, Work Samples
Identix Background
•• Identix –– Biometric Security Company
•• Identix® combines biometrics with an identity management platform to ensure
Continuity of Authentication™™ (COA). COA is positive verification of an individual's
identity, not just when a facility is entered but whenever networks or information
are accessed or transactions processed.
•• Educate the Market on the Consumer Offerings, Reposition the Company
with New Business Offerings and Rebrand all Marketing
•• Re Launch 2001 September
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32. Vanessa S. D'Amelio, Work Samples
Reconocer for Identix Scenario
•• Budget $25K for Outside Services
•• Identix Requires Full Marketing Strategy and Rebrand
•• All New Website, Collateral and Marcoms
•• Used $25K to Develop Platform for Reconocer (Campaign)
–– Create Communication Platform for Diverse Market (B2C and B2B)
–– Series Of Web Films supported by Consumer Focused Platform
–– Viral Components/Community
•• Results: Over 3.5M Hits in One Week
–– Cover of the WSJ, NYT and various Local and National Networks
–– Won Awards: Best Branding Campaign, Silver Addie, Webbie Award
–– Sold Over $18M in Product
32
35. Vanessa S. D'Amelio, Work Samples
Reconocer for Identix Full Platform with Selected Scenes
35
36. Vanessa S. D'Amelio, Work Samples
Reconocer for Identix Films
Trailer
Hell
Episode 1 THIN AIR
Hell
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37. Vanessa S. D'Amelio, Work Samples
Summary
•• Ability to Translate Brands, Build Platforms and Campaigns
•• Ability to Define and Produce in Any Medium
•• Ability to Sponsor Cross functional Technology in a Leadership Role
37
42. Vanessa S. D'Amelio, Work Samples
StoreVault Partner Portal Rev 1
Partner Portal Had Community Focus and was an End to End Solution:
CRM and Distribution
42
43. Vanessa S. D'Amelio, Work Samples
StoreVault Vertical Kits
Postcard, Banners, Emails and Microsites to Support B2C
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