janeen sullivan - experienced marketing strategist
DESCRIPTION
Presentation of Successful Marketing Case StudiesTRANSCRIPT
JANEEN SULLIVANexperienced marketing strategist
JANEEN SULLIVAN
about me•16+ years experience
• Client & agency background
• Vast account & project management experience including budget stewardship
• Led the charge to integrate social networking, mobile marketing and web 2.0 applications in company and client market programs
• Know how to develop effective marketing strategies with measurable results
• Extensive proposal development and presentation experience
• Accomplished at copywriting & creative direction
• Think pro-actively but know how to react to changing scope-of-work and variable timelines
• Know it’s not about me but about your company & I will contribute to your
success
323 W. Chatham St. ▪ Cary, NC 27511 ▪ 919.757.5062 ▪ [email protected]
JANEEN SULLIVAN
• Situation
Outside won 100% market share in ‘07 in the active lifestyle category with an integrated marketing
program for Nissan Xterra
• Objective
Maintain mkt share dominance in ‘08, grow revenue
• Challenge
Xterra budgets down, competitive proposals
• Strategy
Create program with implied “ownership” of Buyer’s Guide franchise & awards
Capitalize on increased frequency & expanded content created w/ bi-annual issues & Women’s
Section
Capitalize on Outside web capabilities, not available to competitors
Extend program thru multiple channels to create maximum impact & increase revenue potential
Incorporate ROI measurement to illustrate value of investment & attempt to retain business in 2009
CASE STUDY #1NISSAN XTERRA & PATHFINDER
JANEEN SULLIVAN
• Tactics Print Online Events Promotions Viral PR Research
• Results For Outside
• Maintained 100% market share in category• Increased total ad revenue by $150K over ‘07
For Nissan• Implied ownership of credible journalistic property• Increased awareness among niche audience• Authentic integration of brand into industry events• Test Drives (“butts in seats”)• Qualified leads• Syndicated and anecdotal research results
CASE STUDY #1NISSAN XTERRA & PATHFINDER
JANEEN SULLIVAN
CASE STUDY #1NISSAN XTERRA AND PATHFINDER - Online
Brand Integration
ROS and Targeted Ad Units
PLUS• Custom video content• Podcast & video player sponsorship• Custom micro site
JANEEN SULLIVAN
CASE STUDY #1NISSAN XTERRA AND PATHFINDER - Events
Interactive Display
Ride-and-Drive
Escalator Canopy
PLUS• Awards Ceremony & After Party
• Xterra Shuttle Service• Street Teams
JANEEN SULLIVAN
• Situation Patagonia, a premiere brand in the outdoor industry, rarely advertised in the category Outside bestowed “Gear of the Year” honors on Patagonia’s Spraymaster jacket
• Objective Increase ad revenue from Patagonia, gain mkt share
• Challenge Patagonia ad budgets shrinking, Outside page cost & CPM was highest in category
• Strategy Capitalize on goodwill generated from “Gear of the Year” award Construct a turnkey marketing and PR program for client to help them promote the award Utilize Outside’s internal PR team, promoting Patagonia while promoting issue Extend the publicity program thru multiple channels to create maximum impact Incorporate ROI measurement to illustrate value
CASE STUDY #2PATAGONIA SPRAYMASTER JACKET
JANEEN SULLIVAN
• Tactics
Print Online Retail - POP Viral PR & publicity
• Results
For Outside• Tripled Patagonia ad page investment • Gained market share
For Patagonia• Increased awareness among expert audience• Integration of brand into magazine franchise• Exponential reach thru Outside PR team (tv,
newspaper, industry)• Spraymaster style SOLD OUT of all inventory 2 weeks after awards announced, despite high price point ( $249 ) for “just a rain jacket”
CASE STUDY #2PATAGONIA SPRAYMASTER JACKET
JANEEN SULLIVAN
CASE STUDY #3LONGINES
• Situation New title by Outside launched in 2007 (Go),
targeting highly-affluent audience Needed to break luxury accounts to generate
revenue and establish credibility
• Objective Break watch category, secure some market share of high-profile account against established competitors
• Challenge New title trying to break new biz, not audited & no
significant corroborative research, high page rate, shrinking ad budgets
• Strategy Create added-value program that increased reach
and provided a more effective & competitive CPM Support advertiser at retail during the launch of a
new watch style, an area in which they confessed to needing help & something competitors were
unwilling or unable to do Generate multiple opportunities to interact with
client, establishing Go as a dependable & credible marketing partner
JANEEN SULLIVAN
• Tactics
Online
Retail
Promotions
Direct/Dialogue Marketing
• Results For Outside’s GO
• Broke high-profile account in Watch category• Secured equal market share• Held net per page rate, greater profit margin
For Longines• Category exclusivity in premiere luxury pub• Increased awareness among niche audience• Support at retail during launch of a new Watch
style line• Increased reach from integrated added-value
CASE STUDY #3LONGINES
JANEEN SULLIVAN
CASE STUDY #3LONGINES
Email Marketing
Counter Card
Buck Slip
JANEEN SULLIVAN
thank you
I appreciate your time and consideration. I welcome the chance to talk with you further about these case studies, and the rest of my experience, and explore how I can contribute to the success of your company.
Janeen Sullivan
(919) 757-5062
323 W. Chatham St. ▪ Cary, NC 27511 ▪ 919.757.5062 ▪ [email protected]