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Brand Image and Marketing Plan Development
Redeveloped an online and catalog retailer's brand image to create a cohesive identity. Created marketing plan to position the company for new market development. Developed coordinated yet distinct marketing materials for the consumer and corporate markets, and created a marketing presentation for multiple uses. Within two months, visibility was enhanced and strengthened; marketing meetings and sales opportunities increased significantly.
Launch Marketing Plan Development Conducted market research to determine target market. Developed marketing plan to position and launch product; included market research, brand development, direct marketing, advertising, conferences, and public relations. Initial direct mail campaign yielded a 1.78% response with sales increase of 10% over projections during first year. Brand Image Development Developed new logo and tag line to establish company's business focus. Created new stationery package, marketing brochure, company qualifications package, exhibit booth, and web site to promote new company image consistently. Implemented targeted mailing to announce new look and invite recipients to an open house. Built industry credibility and heightened marketing presence, resulting in new clients and partnerships for increased revenues. Direct Response Market Research Developed 26-question survey to gain valuable market information with a limited budget; direct mailed to 20,000 targeted households in the primary and secondary markets. Built brand awareness by using current campaign graphics. Encouraged recipients to complete survey and bring it to any center store during a four-week period to receive their free pre-paid phone card. Received a 4.1% response as well as gathered valuable demographic and psychographic market information.
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