Situation: Chrysler FCA was looking to promote all it's brands with multiple conquest campaign for their Northeast Business District to promote special owner loyalty incentives and drive traffic and qualified leads to the dealerships in the zone.
Solution: Working with our data partner we identified a target audience for an integrated email, social, retargeting campaign.
Parameters for the audience targeting:
- Geo: NY, NJ, CT, MA, ME, NH, RI, VT
- Timeframe: Spring, Fall and Winter
- Reach: Multiple Campaigns reaching over 2MM people
- Audience: Auto Intenders, Chrysler-Dodge-Jeep-Ram-Fiat owners, Lease Expirys
- Creative/Conceptual Development
- Platform/Vendor Selection
- Information Architecture/User Interface
- Front-end Visual Design
- Project Management
- Proofing/Editing
MOTE MARINE LABORATORY & AQUARIUM • 2012-PRESSituation: Mote Marine was having challenges getting emails delivered to it's 50K+ members, donors, volunteers and markerting prospects. Their messaging program needed a branding overhaul as well.
Solution: The databases were cleaned and analyzed. More targeted messaging streams were implemented.
Programs that were successfully implemented:
- Newsletter: A new responsive newsletter format was developed.
- Caviar Sales: A special e-commerce campaign was implemented for selling caviar to select members.
- Member Renewals: Leveraging Member data, a new automated monthly campaign was developed.
- Donor Outreach: Targeted campaigns were developed to compliment direct mail pieces.
- Creative/Conceptual Development
- Front-end Visual Design
- Account Executive/Project Management
- Proofing/Editing
LEAD IGNITER: B2C MARKETING • 2011-PRESSituation: Data mining/e-mail marketing program for automotive dealers needed continual enhancements to stay ahead of similar offerings in the automotive digital marketplace.
Solution: The program was rebranded from "Pot of Gold" to "Lead Igniter" in early 2015 to appeal more viscerally to car dealers. The monthly service messaging re-focused on content marketing: service tips, videos and coupons.
Other Enhancements to the Program:
- Responsive (2012): All templates were re-coded to responsive designs in 2012.
- Dynamic Content: Vehicle banners can be served dynamically based on a prospect's specific interest.
- Click to Call: Call tracking numbers appear as phone numbers on desktop, but transform to buttons on mobile.
- Pre-populating Forms: Lead capture forms insert prospect info and push data back into dealership CRM system.
- Creative/Conceptual Development
- Branding/Product Development
- Marketing Automation Development
- Front-end Visual Design
- Responsive Design/HTML/CSS
- Database Management
- Content Development/Messaging
- Strategic Planning/Project Management
B2B MARKETING: AUTOMOTIVE DEALER CONTACTS • 2011-PRESSituation: Database of dealership contacts was being marketed via email in a "one-size fits all" fashion. Results were inconsistent and client turnover rate was high.
Solution: The database was mined by leveraging data selects such as: geography, job title and department. Messaging and content was focused around webinars, white papers, videos, case studies and testimonials.
My role included the following:
- Creative/Conceptual Development
- Art Direction
- Marketing Automation
- Content Development/Messaging
- Strategic Planning/Project Management
- Account Management
DINNERWARE DEPOT • 2011-PRESSituation: Online dinnerware retailer was struggling to send out emails to customer lists totaling over 50K. Compelling creative or general marketing strategy was also lacking.
Solution: Customer databases were cleaned and campaigns were targeted by brand interest. Also, sending IP's were Return Path Certified to ensure the best possible inbox placement with the major ISP's.
Results and Enhancements:
- Email campaigns accounted for 30-40% of Sales.
- Open rates approached 40% with 30% Click Thru Rates.
- In 2014 all email templates were moved to a responsive design.
- Creative/Conceptual Development
- Account Management
- Front-end Visual Design
- Project Management
- Database Management
- Proofing/Editing
MOTE MARINE TROPICAL RESEARCH LAB - REEFPLATE PROGRAM • 2012-PRESSituation: Working with Florida DMV and the State and Wildlife Commission, the research lab was launching a program to market a vanity plate statewide to over 500,000 fishing license holders.
Solution: The fishing license holders database was cultivated using an email automation funnel. Content marketing was developed using a responsive website, YouTube videos, social media and retargeting.
My role included the following:
- Creative/Conceptual Development
- Art Direction
- Marketing Automation
- Content Development/Messaging
- Strategic Planning/Project Management
- Database Management
- Account Management