Campaigns
Marketing Campaigns
Marketing campaigns help to increase product and brand awarness and drive visitation and purchase consideration. I've created and managed many marketing campaigns throughout my career. Here are a few of my favorites.
Sunnyside Supply 30th Anniversary and Safety Clothing Line Launch.
What do you do when you want to launch a new safety gear line, celebrate a 30th anniversary and raise money for a great cause? Throw a safety fashion show complete with VIP models!
By participating in the fashion show, our key influencers were able to touch, wear and become advocates for the product line while helping to raise money for Autism Speaks. We launched our FR (Flame Resistant) safety line to our oil and gas industry customers by asking them to model the clothing in a fashion show for their industry peers. The evening began with Q and A sessions from the clothing manufacturers and a dinner followed by a fashion show and auction to raise money for Autism Speaks.
My Roles: Strategic and tactical level planning, event manager, vendor manager, set design, video, customer outreach, event host.
The result: The event raised $6,000 for Autism Speaks and resulted in a safety clothing contract that increased annual company revenue by 50%.
IKEA Pittsburgh 25th Anniversary
Pittsburgh was among the first US markets to get an IKEA store and after 25 years, many still had an original perception of IKEA as having only modern, Scandinavian style furniture.
For the 25th Anniversary of the Pittsburgh store, it was important to show that IKEA had changed, offering not only a mix of modern and traditional Scandinavian furnishings but also the popular traditional pieces favored by the Pittsburgh market.
IKEA Pittsburgh teamed up with Pittsburgh Dad to put a "Pittsburgh" spin on the IKEA experience. The campaign also relied on earned media to tell the story of a changing offer at IKEA over the years.
An in-store anniversary event featured a Pittsburgh Dad Meet & Greet, prizes for the first 250 visitors and a shopping spree giveaway to one lucky IKEA FAMILY member who shared the same birthday as IKEA Pittsburgh.
My roles:
Strategic and tactical level planning, event manager, talent agreement manager, PR, vendor management
The result:
a 5% lift in visitation in the month following the event, a 2% increase in market top of mind awareness over the previous year and a 4% increase in market consideration over the previous year.
Assets and Earned Media:
Pittsburgh Today Live & Pittsburgh Showcase
Research was showing a decline in "low cost and value" perception in the Pittsburgh market, especially among single/lower income families. Although IKEA prices are low cost for value, this was not the perception in Pittsburgh.
By Replacing local TV awarness spots with Pittsburgh Today Live and Pittsburgh Showcase segments on KDKA, IKEA Pittsburgh was able to share product value stories with this audience.
My roles:
Strategic and tactical level planning, spokesperson, segment content
The result:
5% average visitation lift during week following segment, increase in sales of featured product in week following segment, increased market Top of Mind Awareness, increased consideration among low/single income families, increased market value perception overall.
IKEA Pittsburgh Back to College Campaigns
Each year, thousands of students in the Pittsburgh area head to college for the first time. IKEA Pittsburgh works to make the experience easier by offering tips and helpful products through paid, earned and digital media.
Digital:
Earned:
Paid:
My role:
marketing plan, blogger outreach, PR, media buy, vendor management, copywriting, spokesperson
The Result:
Year over year increase in market IKEA FAMILY loyalty members in age 18-25 category. Year over year increase in local campus deliveries. Increased market awareness and consideration in 18-25 age category.
