electronic portfolio
TRANSCRIPT
Electronic Portfolio
Linda Carlisle2009
Section 1:RR Donnelley Logistics
January 2001to August, 2004
Served as Director, Brand Development at RR Donnelley Logistics,overseeing all aspects of internal and external communications and market research for the $1.1 billion division.
Sample ClientsLL BeanCollin Street BakerySundanceUnion Bank of CaliforniaLillian VernonJ CrewJC PenneyHarry & DavidFranklin MintStarbucksQVC HSN
The Challenge
Establish a brand identity for the Logistics Division that leveraged the positive brand equity of RR Donnelley the Fortune 500 Printer…
But which could establish the Logistics division in the market as a Trucking, Warehousing and Distribution Powerhouse.
Position the company as ECONOMICAL, RELIABLE, and EASY TO USE…
…a thought leader in the logistics industry.
Plan and implement a marketing programthat integrates the messaging for 6 distinctive service groups:‐‐ package logistics‐‐ print logistics‐‐ expedited freight
Create a distinctive look and feel and internal/external positioning for the new division.
Campaign components included…
The Strategy
Increase Visibility ‐‐ In order to raise awareness and establish desired perceptions as Economical – Reliable – Easy to Use
AdvertisingTrade ShowsPR/Publicity/Editorial WebDirect MailEducational EventsSpeaker’s BureauSales Support
Internal Communications ‐‐ Align enterprise around the brand
Market Research ‐‐ Understand perceptions of RRDL vs CompetitorsSatisfaction/LoyaltyEmployee SatisfactionBrand Awareness/Perception
Channel Co‐op Marketing
Tactics
Established Package Logistics brand as cost leader in the consumer direct package distribution market
Became major media resource on Postal Logistics, UPS postal strategy and Postal Reform
Facilitated seamless integrated of acquisition targets through managed organizational change communications
Grew Logistics division from $300 million to $1.1 billion
Results
Trade show graphicsTrade show graphics
Campaign SloganCampaign SloganDes
ign
by D
KY
Trade Ad Position RRDL as thought leader on Postal ReformTrade Ad Position RRDL as thought leader on Postal Reform
Des
ign
by D
KY
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Des
ign
by D
KY
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Des
ign
by D
KY
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Trade Ad Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Des
ign
by D
KY
Trade Ad & Direct Mail Holiday Premium Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Trade Ad & Direct Mail Holiday Premium Emphasizing that the RRDL Package Distribution Solution was the low cost leader.
Des
ign
by D
KY
Trade Ad Puts a human face on theRRDL Service as a result of Customer Satisfaction research findings that indicated that service responsiveness was an area for improvement
Trade Ad Puts a human face on theRRDL Service as a result of Customer Satisfaction research findings that indicated that service responsiveness was an area for improvement
Des
ign
by L
. Car
lisle
Direct MailDirect Mail
Des
ign
by D
KY
Sales PresentationsSales Presentations
Des
ign
by D
KY
Sell SheetsSell Sheets
Des
ign
by A
lexa
nder
Mar
ketin
g
Educational campaign : white paper, webinar & promotional adEducational campaign : white paper, webinar & promotional ad
Des
igns
by
L. C
arlis
le, B
. Pat
naud
e
Section 2:Client Projects
dba The Marketing Department, LLC.
August, 2004to Present
Started The Marketing Department, LLC in August 2004. Served as Business Development, Account Services Leader and Creative Director for all Accounts.
The Small Business Marketing Department, LLC
A full service marketing firm supporting the needs of entrepreneurs in the greater Chicagoland area.
Services include:Strategic Brand Development Marketing & Communications Planning Marketing Research Advertising & Sales Collateral Web Development Public Relations
Sample ClientsBensinger DuPontUS CellularThe Appraisal InstituteAV Cable.comW.A. George InsuranceDennis Keith ExperienceFiberoptic StudioBlack Tie DraperiesMerchant Payment OptionsIsland Girl SalvageEverett & Associates FinancialCFO‐ProLakeshore ConsultingEncore Performance, LLC
Sell SheetsD
esig
n by
D. K
arso
n
Ad SeriesD
esig
n by
L. C
arlis
le
Self Mailer Brochure
Des
ign
by L
. Car
lisle
White Paper
Des
ign
by L
. Car
lisle
NewsletterD
esig
n by
L. C
arlis
le
Case Studies
Des
ign
by L
. Car
lisle
Tri FoldBrochure
Des
ign
by L
. Car
lisle
Seasonal Ad
Des
ign
by L
. Car
lisle
BrochureExterior Spread
Des
ign
by L
. Car
lisle
InteriorSpreads
Des
ign
by L
. Car
lisle
Postcard Mailer
Des
ign
by L
. Car
lisle
WebsiteD
esig
n by
L. C
arlis
le
Newspaper Ad
Des
ign
by L
. Car
lisle
Pocket Folder/Brochurewith Individual Sell Sheets
Des
ign
by S
. Wac
htel
CD Cover Self‐Mailer
Des
ign
by L
. Car
lisle
Brand Guidelines and Marketing Plan
Des
ign
by L
. Car
lisle
Brochure – Self Mailer
Des
ign
by D
. Kar
son
Pocket Folder
Des
ign
by D
. Kar
son
Stationary and Templates AdDes
ign
by L
. Car
lisle
, D. K
arso
n
Website
Des
ign
by M
. Klu
g
Magazine Ad
Des
ign
by L
. Car
lisle
Stationary and Templates
Des
ign
by L
. Car
lisle
Market Research and Marketing Plan
Logo
Des
igne
r unk
now
n
Brochure
Des
ign
by L
. Car
lisle
WebsiteD
esig
n by
L. C
arlis
le
Self Mailer Brochure
Des
ign
by L
. Car
lisle
Section 3:Sawgrass Technologies
May, 2007to December, 2008
Served as Director of Marketing (communications) and Creative Director through major re‐branding initiative.
ClientsOriginal Client Base :
Small mom‐and‐pop entrepreneurs working in the t‐shirt and novelty gift industry.
Target Client Base :
Maintain and grow original market.
Establish cohesive corporate brand identity in order to attract commercial and industrial customers
The Challenge
Establish a corporate brand identity for Sawgrass Technologies that unified all of the individual product brands.
Develop a brand architecture that leveraged & built upon the corporate brand.
Improve the perceptions of the company in the existing markets.
Establish brand awareness in the target commercial and industrial markets.
Position the company as CUSTOMER‐CENTRIC, RELIABLE, and GREEN…
Plan and implement a marketing programthat builds awareness, controls perceptions and drives sales, while integrating the messaging for distinctive product lines:‐‐ desktop products for the entrepreneur‐‐mid‐level products for the mid‐tier business‐‐ commercial productions products for commercial/industrial businesses
Create a distinctive look and feel and brand architecture for corporate level and product level brands.
Campaign components included…
The Strategy
Increase Visibility ‐‐ In order to raise awareness and establish desired perceptions as Customer Centric – Reliable – Green
AdvertisingTrade ShowsPR/Publicity/Editorial Web‐based Promotions and EventsDirect MailEducational White Papers and EventsSpeaker’s BureauSales Support
Develop Professional Image and Brand Identity that unifies
Packaging DesignTrade Show PropertiesAdvertising, Collateral, Website
Market Research ‐‐ Understand pain points of Distribution Channel
Tactics
Established Corporate Brand Architecture
Designed cohesive brand identity and packaging design for product brands
Created award‐winning trade show booth featuring new brand identity
Combined 6 separate websites into a single site based on Content Management System Architecture
Wrote Green Ink positioning paper and executed Green publicity campaign
Results
AdsD
esig
n by
D. T
aylo
r
Website powered by Content Management System
Des
ign
by B
luek
eyW
eb D
esig
n
Company Brochures
Des
ign
by D
. Tay
lor
Trade Show Booth PropertiesD
esig
n by
D. T
aylo
r
Packaging Redesign
Des
ign
by D
. Tay
lor
Sell SheetsD
esig
n by
D. T
aylo
r
Branding Architecturecovered packagingcollateral, and usage of all brand properties of the company
Des
ign
by D
. Tay
lor
White paper describes how Sawgrass water‐based inkTechnologies are better for the environment andWorkplace safety than competitive solvent based inks.
Paper was leveraged as basis for speaking ops, media outreach/editorial ops and as a sales tool.
Des
ign
by D
. Tay
lor
Thank youfor your
consideration
Please contact Linda Carlisle with questions.630‐886‐3629 – [email protected]