PORTFOLIO  

Madison Wallace

SID: 13220273

CRITIQUE  .Pandora Club EDM.

Myer Beauty Sale flyer.

Pandora ED.

Bellabronzetan buckslip.

Myer Beauty Sale EDM.

Neon Hair & Beauty

Facebook post.

CREATION  .

Direct  Response

Improvement  .

CRITIQUE  #1          MERITS

Imagery

Colors & Copy

The  imagery  is  clean,  simple,  and  shows  off  the  Pandora  products.  It  also  pictures  a  humanpresence  demonstrating  the  product,  in  a  context  the  visitors  can  resonate  with,  like  assemblingan  outfit  or  out  for  coffee.  The  email  features  images  of  multiple  frames  including  close-­ups  tothe  jewellery,  medium  and  long  angled  shots  of  pieces  collaborated  with  outfits,  creating  a  story.

This  layout  of  images  particularly  draws  me  in,  as  I’m  a  very  visual  person  and  love  to  see  howproduct  can  be  worn  or  used  in  various  ways,  making  me  want  to  wear  my  Pandora  pieces  andcheck  out  other  designs  I  can  add  to  my  collection.    Femininity  is  brought  to  the  forefrontthrough  this  imagery,  ideally  to  fit  their  target  audience.  The  women  featured  are  glowing  asthey  wear  Pandora  and  high-­fashion  pieces,  which  symbolizes  the  quality  and  value  in  thebrand.

The  color  scheme  is  very  inviting  with  light  blue  and  pink,  caramel,  and  green  as  the  featuredcolors.  These  colors  compliment  the  jewellery  on  display  and  follow  a  consistent  patternthroughout  the  EDM.  The  jewellery  pieces  themselves  also  tie  into  this  color  scheme,accentuating  a  cool,  carefree  style  Pandora  clearly  wants  to  represent  as  the  brand.  Femininity  iscarried  through  again  with  vibrant  and  lively  colors  in  the  pictures,  while  a  modern  and  classycolor  design  of  greys  are  applied  to  the  page  links.

The  copy  is  clear  and  concise,  using  classy,  feminine  print  to  align  with  the  Pandora  image.  Theprimary  copy  applied  is  simple  and  easy  to  read,  drawing  no  focus  away  from  the  images.  This  iscomplimented  with  a  secondary,  cursive  copy  to  give  a  touch  of  elegance  throughout  the  EDM.There  is  an  appropriate  use  of  capitals  included  to  highlight  the  campaign  and  the  collaborationwith  two  renowned  bloggers.  The  text  is  broken  up  in  sections  to  reduce  the  feeling  of  clutter  andoverall  an  effective  approach  to  entice  viewers  to  read  further.      

Promotion

The  promotion  is  interactive  and  is  appealing  consumers  to  get  involved  with  the  brand  in  aneffect  to  win  something  special.  I  love  any  idea  that  encourages  personal  expression,  and  asfor  Pandora’s  #sayitwithPANDORA  campaign  this  interactive  element  is  executed  perfectly.  

As  well  as  this,  Pandora  has  collaborated  with  fashion  and  lifestyle  bloggers  –  CarmenHamilton  from  The  Chronicles  of  Her  and  Connie  from,  K  is  for  Kani,  both  with  a  large  shareof  followers.    This  is  an  effective  use  of  word-­of-­mouth  that  will  capture  new  readers,  whominterests  align  with  fashion,  lifestyle  and  the  elements  Pandora  promotes.  

Applying  the  hashtag  #sayitwithPANDORA  is  encouraging  viewers  to  move  to  a  differentplatform.  This  allows  the  use  of  Facebook  or  Instagram  to  receive  new  prospects  via  theparticipant’s  social  media  lists.

CRITIQUE  #1            FAILINGS

Better Subject line -

Jewellery is personal, why not the email

The  Pandora  email  invites  consumers  to  tell  their  personal  style  story,  however  failing  to  framethe  email  as  a  personalized  invitation.  I  would  feel  more  engaged  in  giving  a  personal  story  if  theemail  was  addressed  to  me,  rather  than  just  promoting  the  email  content.  As  for  a  brand  thatseeks  to  promote  their  “individualized  Jewellery”  image,  this  is  a  huge  miss.  By  not  personalizingan  email  to  a  client  that  has  been  a  regular  customer  for  years,  it  has  diminished  the  appeal  thatPandora  Jewellery  has  a  better  personal  touch  over  their  competitors.  I  would  suggestsomething  more  eye  catching  and  intriguing  like,  “We  are  calling  for  you,  MADISON  |#sayitwithPANDORA  &  WIN.”    This  is  an  attractive  subject  line  that  provides  a  personal  touch  asan  invitation,  while  promoting  an  incentive  to  say  it  with  Pandora  and  win.  

Consumers  want  to  be  treated  as  individuals  with  information  tailored  to  their  needs  throughtheir  preferred  channels  of  communication,  and  they  want  a  consistent  experience  duringinteractions.  Pandora  has  a  huge  client  base,  so  personalizing  their  emails  would  create  apersonal  link  from  the  brand  to  consumer  and  reduce  that  unappealing  corporate  image.

Personalisation  is  almost  always  a  good  idea,  if  the  message  matches  the  recipitant.  In  thiscampaign,  Pandora  has  targeted  the  correct  segment  as  my  mother  and  I  both  loyalcustomers,  received  the  email.  I  have  been  subscribed  to  Pandora  mailing  since  April  thisyear  and  received  17  emails,  a  well-­managed  amount  to  keep  me  informed  with  newinformation  and  promotions.  Still,  as  a  key  element  that  aligns  with  jewellery,  personalizationis  missing  in  them  all.  This  improvement  will  distinguish  Pandora  email  from  the  clutter,  butonly  if  these  marketing  efforts  are  in  sync.  Consistency  leads  to  a  pleasant  customerexperience,  and  that  in  itself  is  a  win.  

I  go  into  depth  critiquing  the  importance  of  personalization  as  for  a  jewellery  brand  I  feel  likethis  element  is  the  foundation  for  Pandora,  as  they  offer  unique  charms  that  can  personallyresonate  with  each  customer.  When  I  purchase  Jewellery,  I  am  really  committing  myself  totheir  brand  and  want  to  feel  like  I’m  not  just  another  shopper  and  that  they  truly  value  myloyalty.

CRITIQUE  #1            FAILINGS

No reminder email -

People forget

No clear call-to-action -

Whats the next step?

There  were  no  other  emails  received  regarding  the  campaign  “Tell  your  stylestory,”  letting  that  lingering  ‘maybe’  idea  be  a  missed  ‘yes’  opportunity.  Thecampaign  was  featured  at  the  bottom  of  the  email  and  would  have  beendisregarded  by  a  large  portion  of  the  audience.  Unfortunately,  without  a  secondencouragement  email  to  take  part  in  the  “Tell  your  style  story,”  Pandora  has  lostinteraction  with  a  huge  client  base.  

I  love  the  idea  of  this  campaign  to  get  consumers  involved  and  interact  withPandora.  People  are  very  passionate  about  their  style  stories  and  now  havingforums  to  express  these  with  the  benefits  of  winning  is  a  great  incentive  to  createpositive  word  of  mouth  and  improve  brand  value.

I  would  suggest  creating  an  email  detailing  the  “Tell  your  style  story”  campaignwith  examples  and  pictures  on-­page  rather  hyperlinks.  This  design  is  convenientand  captures  the  audience’s  attention  of  the  campaign  reminder  and  simplicity  toenter  and  win.  

Although  there  is  a  hyperlink  placed  on  the  page,  there  is  no  clear  direction  forviewers  to  take  the  next  step.  The  Pandora  EDM  is  missing  a  call-­to-­actionbutton,  which  would  negatively  impact  visitor  traffic  to  the  campaign  site  and  moreimportantly  the  website.

The  purpose  of  the  page  is  to  drive  consumers  to  the  website  with  the  intentto  participate  in  the  #sayitwithPANDORA  campaign,  though  will  not  achieve  asignificant  impact  if  their  is  no  sense  of  urgency  or  direction.The  CTA  should  be  easy  to  find  but  not  so  large  that  it  distracts  from  thepromotion  and  in  a  color  that  catches  the  eye.

CRITIQUE  #2

Myer Beauty Sale -

Loose Leaf Flyer

CRITIQUE  #2

Layout  I  would  describe  Myers  as  a  renowned  and  lavish  superstore,  branding  their  products  withelegance  and  prestige.  However,  this  flyer  fails  to  showcase  these  elements  with  minimaleffort  in  design  to  capture  shopper’s  interests.    Although  the  layout  is  clear,  there  is  noconsistency  with  the  brand  and  its  other  promotional  activities.  More  brand  presence  in  theflyer  is  expected  for  Myers  and  in  such  a  competitive  industry  the  flyer  does  not  strike  me  asthe  leading  beauty  retailer.

Call  to  actionThis  beauty  flyer  has  failed  to  present  a  call  to  action  or  directing  action  to  'Come  in  Store'.  Bynot  including  this  important  aspect  of  direct  response,  the  flyer  fails  to  directly  inviteconsumers  to  visit  the  store  and  offers.    Shoppers  are  constantly  bombarded  with  sale  flyerscausing  an  inattentive  reaction  to  these  advertisements.    Pieces  that  do  not  capture  theirattention  and  entice  them  to  take  action  get  lost  in  the  clutter.  

Color,  Copy  &  Imagery  The  color  scheme  is  practical  but  something  I  would  expect  for  a  Chemist  beauty  sale.  Thepink  is  bold  and  inviting,  though  does  not  have  that  ‘pop’  against  a  pale  background  andbordering  bright  colors,  like  the  blue  and  purple.  The  array  of  colors  and  unappealing  copymarkets  the  flyer  as  cheap  and  diminishing  the  ‘value’  image  that  Myers  represents.    The  copyis  lifeless  and  is  a  misrepresentation  of  cosmetics.  This  should  be  a  more  exciting  andfeminine  design,  to  promote  this  sale  as  a  fun  experience.  The  flyer  lacks  engagement  with  nohuman  presence  demonstrating  the  products  or  appealing  to  the  market.  Beauty  imagesshould  be  featured  to  encourage  women  to  feel  feminine  and  desire  the  same  products.    

MERITS

FAILINGS

 

Measurability  of  offer  Feature  deals  constitute  an  important  element  of  retailer  promotion  activities  and  Myers  hasexcelled  at  the  measurability  by  separating  the  promotions  into  two  separate  entities.  Byoffering  two  different  valued  discounts  makes  the  offer  more  appealing,  rather  than  having  1overall  discount.    Multiple  discounts  give  consumer  the  feeling  that  it’s  worth  their  time  andthere  is  more  on  offer  with  better  savings.  

Timely  nature  of  the  offer  The  offer  is  a  one-­day  promotion  that  attaches  a  negative  consequence  of  missing  out  if  thereis  delay.  By  setting  a  short  time  limit,  consumer  adds  value  to  the  promotion,  as  it  will  not  last.This  encourages  shoppers  to  really  think  of  items  they  want  while  the  sale  is  happening,lessening  the  idea  that  they  can  get  it  another  time  because  the  products  will  be  full  priced.

CREATION  #1

Follow-up Pandora EDM

CREATION  #1

Follow-up Pandora EDM

EXPLANATION

After  critiquing  Pandora’s  #sayitwithPANDORA  EDM,  It  was  suggested  to  send  out  afollow-­up  email  as  a  reminder  for  the  ‘tell  your  style  story’  promotion,  which  wasineffectively  only  featured  on  the  bottom-­half  of  the  page.  To  intrigue  viewers  and  drive  agreater  share  to  the  page,  a  second  EDM  was  designed  to  include  improved  elements  anddetail  the  promotion.      The  previously  suggested  subject  line,  “MADISON  #sayitwithPANDORA  &  WIN”  wasapplied  as  it  is  personal  and  aligns  with  the  ideals  that  Pandora  is  customized  jewellery.The  ‘Winning’  element  has  remained  to  immediately  entice  and  detail  what  the  EDMcontains.  

On  the  email,  the  page  is  titled  with  the  signature  ‘PANDORA  Club’  with  the  headingshyperlinked  to  the  website.  The  previous  promotion  details  is  featured,  clearly  explainingthe  promotion  with  2  appealing  images  displaying  jewellery  pieces.  The  personalizedinvitation  is  followed,  directly  asking  viewers  to  celebrate  Pandora’s  campaign  launch  fora  chance  to  win  1  of  3  bangles.  A  second  request  invites  consumers  to  tell  of  theirfavorite  style  insights  with  the  call-­to-­action  button  clearly  and  bolding  placed  beneath.  

The  CTA  button  is  promptly  placed  in  the  middle  of  the  page  to  emphasize  direction  andurgency,  while  featured  in  the  feminine  and  appealing  color  purple  to  catch  their  eye.Keeping  to  the  consistency  of  ‘say  it  and  win,’  the  CTA  is  customerised  to  be  ‘SAY  IT.’    Aquirky  little  touch  to  again  highlight  the  promotion.  

An  example  of  Kate  Foley’s  style  story  is  provided  to  give  viewers  an  idea  of  how  easythe  process  is,  including  an  appealing  image  of  her  wearing  Pandora  pieces.  Audiencesare  more  intrigued  by  incentives  that  are  achieved  through  simple  steps  with  minimal  tono  underlying  conditions.  I’ve  designed  an  EDM  that  comprises  the  goal  of  the  page,  theintent  of  the  visitor  and  the  complexity  of  what  is  offered  in  an  elegant  and  simple  layout.  

The  final  EDM  elements  include  hyperlinks  to  the  website  pages,  highlighting  the  socialmedia  presence  with  icons  and  a  clear  unsubscribe  link.    

CREATION  #2

Bellabronzetan  Buckslip  -­  in  Cosmopolitan  Summer  read

CREATION  #2

Bellabronzetan  Buckslip  -­EXPLANATION

Bellabronzetan  is  a  newly  launched  beauty  salon  that  offers  custom  facial  and  tanningtreatments.  This  buckslip  creation  has  been  designed  to  tastefully  represent  the  brandand  appeal  to  the  target  audience  with  color,  imagery  and  an  exciting  offer.  The  buckslipis  to  be  placed  in  the  magazine,  Cosmopolitan  Summer  reads,  as  the  content  featuresbeauty  treats  and  tricks,  ideally  reaching  Bellabronzetans  potential  clientele.  

There  is  a  human  presence,  showcasing  her  summer  glow,  courtesy  of  bellabronzetans.Avisual  understanding  has  a  greater  impact  on  consumers,  rather  relying  on  copy  to  paintapicture.  The  image  influences  viewers  to  imagine  themselves  on  the  beach  after  usingtheproduct.

The  color  scheme  applied  throughout  the  buckslip  is  consistent  with  the  light  blue  andbrown  shade  in  the  logo.  The  hot  pink  was  selected  as  it  really  popped  on  the  page  andwill  certainly  catch  the  reader’s  eye.    The  $15  off  was  displayed  for  this  reason  withdetailsfollowed.  ‘For  a  limited  time  so  get  in  quick,’  is  a  closer  that  flips  the  offer  around,  andessentially  attaches  a  negative  consequence  to  any  delay  or  hesitation.  The  copy  is  clearand  concise  to  resemble  the  short  and  sweat  deals  everybody  loves.  The  text  ‘Hey,Pretty!’suites  the  audience  medium  of  young  women  reading  Cosmopolitan,  using  this  quirkyintroduction  to  draw  the  audience  into  the  offer.  The  ‘Get  ready  for  swim  season’  is  printedin  bold  as  a  reminder  that  summer  is  one  its  way  and  a  bellabronzetan  is  a  must  have.  

The  ‘follow  us’  and  social  media  icons  have  been  strategically  placed  clear  and  tidy  at  thebottom  center  of  the  page.  Customer’s  eyes  will  be  attracted  to  the  social  media  buttonsasthey  have  been  formatted  with  no  surrounding  distractions.  This  will  drive  traffic  to  thesemediums  that  offer  greater  interaction  and  information  regarding  bellabronzetan  and  theirservices.  Regular  updates  of  pictures  and  promotions  are  implemented  throughFacebookand  Instagram,  making  it  a  central  effort  to  get  readers  to  follower  these  channels.      

IMPROVEMENT  #1

Myer Beauty Sale EDM

IMPROVEMENT  #1

Myer Beauty Sale EDM -

EXPLANATION

This  Myer  Beauty  Sale  piece  is  an  improvement  from  their  loose  leaf  flyerpreviously  critiqued,  and  designed  as  an  EDM  to  more  effectively  reach  and  informthe  target  market  of  the  sale.  This  medium  was  chosen  over  the  flyer  as  themessage  would  be  more  receptive  by  the  audience  and  influence  a  greater  traffic  tothe  social  media  forums  and  website  with  the  call-­to-­action  hyperlink  elementadded.    

The  overall  layout  was  revamped  to  characterise  Myers  elegant  and  prestigebranding.  A  modern  black  and  grey  backdrop  was  used  to  show  class  and  draw  allfocus  to  the  message  and  images.  Human  presence  was  added  to  demonstrate  theuse  of  products  and  create  the  appeal  of  beauty  (glowing  skin  &  flawless  makeup).A  second  image  is  of  a  celebrity  that  endorses  Myers,  drawing  the  audience  in  witha  well-­known  Myer  icon.  A  variety  of  cosmetic  products  are  also  on  display  tohighlight  some  of  the  goodies  on  offer.  

By  keeping  the  two  valued  discounts  frames  the  offers  as  more  appealing,  printedin  clear  and  concise  copy  on  a  dark  shade  to  create  that  'pop  off  the  page'  effect.The  heading  'beauty'  is  in  a  feminine  cursive  copy  with  'sale,'  capitalised  and  bold  toemphasise  the  email  material.    

The  Myer  brand  has  presence  throughout  the  EDM,  with  the  easily-­followed  andhyperlinked  website  selection  bar  at  the  top  and  the  un-­subscribe,  terms  andconditions  placed  on  the  bottom.  The  social  media  icons  are  displayed  visibly  in  aformat  the  invites  readers  to  follow.

Most  importantly,  the  improvement  of  a  call-­to-­action  button  placed  evidently  under'sale'  to  instantly  direct  customer  to  the  next  step.  The  'SHOP  NOW'  button  temptsthe  audience  to  simply  check  out  the  sale,  which  will  be  a  website  page  dedicatedto  the  promotion  with  appealing  imagery  and  copy  to  keep  them  shopping.  

IMPROVEMENT  #2

BEFORE.

IMPROVEMENT  #2

After.

IMPROVEMENT  #2

Facebook Post

EXPLANATIONI  designed  this  Facebook  post  as  a  improvement  piece  for  Neon  Hair  and  Beautyevent  night.  The  original  was  exploding  with  various  copies  in  different  bolding,italics  and  shades,  making  it  over  cluttered  and  difficult  to  read.    I  have  aFacebook  page  filled  with  posts  that  simply  have  too  much  wording,  to  which  icontinue  scrolling.  There  was  no  appealing  images  to  promote  Neon  Hair  andBeauty  services  or  excitement  for  the  event  night,  which  was  definitely  part  of  theimprovement.  

The  improvement  piece  transforms  a  Facebook  post  that  could  be  mistaken  asspam  into  a  an  attractive  invitation  for  a  fashion,  factory  and  market  night.  Thebeauty  images  of  flawless  eye  and  lip  makeup  catches  my  attention,  now  curiousof  the  posts  message.  The  invitation  element  is  what  catches  my  eye  next,  inboldprint  directing  the  message  to  me.  Followed  by  the  hot  pink,  cursive  and  playful'fashion,  factory,  market  night',  complimented  by  the  market  light  backdropshowing  what  the  night  might  entail.  

The  2  copies  applied  are  flirtatious  and  consistent  throughout  the  piece.Ive  kept  the  format  simple  but  engaging,  intriguing  the  audience  to  read  more.This  is  exemplified  with  the  Neon  logo,  clearly  identifying  the  event  hosts  and  thevisibly  date,  location  and  boldly  printed  time.

The  call-­to-­action  to  repost  a  #hashtag  is  a  step  central  for  Neon  to  get  the  wordout,  therefore  the  enticement  is  centred,  in  a  box  and  visible  to  theconsumers.  Placed  on  the  bottom  images  are  boxes  detailing  the  gifts  andshows  offered  on  the  night,  keeping  to  the  clean  format  to  reduce  the  feel  ofclutter.  The  names  of  the  talent  and  business  showcased  on  the  night  arecreatively  featured  at  the  very  bottom  like  a  music  festival  line-­up,  which  appealsto  this  audience.