Download - portfolio of work by karen howard philip
a tour of marketing strategies executed
Karen Howard PhilipMarketing Director • Senior Manager
Marketing Defined
mar•ket•ing [mahr-ki-ting] noun
1. the activity of buying or selling in a market.
2. the total activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
Marketing Defined
But, to be passionate about marketing, the definition is much different.
mar•ket•ing [mahr-ki-ting] noun
1. the activity of buying or selling in a market.
2. the total activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
Marketing Can Be Magic
Marketing Can Be Magic
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Marketing Can Be Magic
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Marketing Can Be Magic
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Marketing Can Be Magic
And, all three must be based on solid marketing strategy.
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Case Studies
Situation Analysis
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Results
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Case Study #1 – Integrated Marketing
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MD Consult usage and awareness declining among end-user physicians, residents, and medical students
Research indicated:•Physician pain point of having to go to more than one online source for clinical reference•Physicians saw no clear differentiation of products
Situation Analysis
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•Refresh positioning to reflect that both quick-reference and in-depth answers can be found
•Create a unique look and feel with customized imagery to better stand out in promotions
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Focus on the end-user physician, resident, and medical student who drive demand, rather than on the traditional medical library purchaser
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Implement an integrated marketing campaign to reach the audience wherever they consume messages- Interactive-Social-Homepage Optimization-Direct Mail-eMail-Traditional Sales Support Resources
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•Revenue growth of 15% in institutions, and 10% in individual end-users•Product traffic increase of 3800% among prospects and 19% among subscribers •Increase of Facebook fans by 5800%, and Facebook traffic by 597%•Over 7,000 YouTube channel views
Results
Case Study #2 – Cause Marketing
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Facing the key selling and renewal season with no marketable, customer-facing product enhancements for promotion.
Research indicated:•Response to promotions is stronger when coupled with new and innovative product enhancements•Economic situation favored a mentality of giving back among physicians
Situation Analysis
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•Partner with Medicins San Frontieres to execute a Cause Marketing campaign to provide a marketable promotion that also allows physician customers to feel like they are giving back to the community
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Focus on the end-user physician
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Develop a one-for-one campaign that gives an annual MD Consult subscription to a doctor participating in Doctors without Borders -eMail-Online Banners-Interactive-Public Relations
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•Subscription revenues increase of 44% over prior year•In-kind donation to Doctors Without Borders valued at over $130,000•Positive press coverage in seven industry publications, including the Wall Street Times
Results
Case Study #3 – Rebranding
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Launching numerous online products for nursing and health professions education during a very short period of time led to customer confusion and unclear brand identity.
Research indicated:•Low customer awareness of full breadth of online products available for nursing and health professions education•Faculty sense that online products available are unrelated and disparate, seeing no value in adopting multiple online education resources•Aging faculty demographic fear online education resources, as may be too difficult to incorporate into established curriculum•Strong student desire to move from print to electronic education resources
Situation Analysis
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•Rebrand electronic and online products within the Evolve suite of branding to provide a consistent and coherent brand identity•Position Evolve as a suite of education tools that work together to maximize student outcomes•Message faculty with ease-of-use and provide tools to facilitate integration
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Segmented messaging for faculty and student customers
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Execute a re-branding campaign to build a cohesive brand identity, and promote the use of Evolve online resources through multi-channel awareness campaign-eMail-Interactive-Print-Traditional Sales Support
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•Awareness of Evolve Learning Suite increase of 37%•Faculty online registration increase of 469%•Market penetration in online courses increase to 15.1% (from 7%)
Results
Marketing Magic
When all three come together, the results speak for themselves
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Karen Howard [email protected]
www.linkedin.com/karenhowardphilip@karenphilip
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