TruBlue | www.trublue1987.com
GOAL:
To create a brand of backpacks that will resonate with a younger audience and fill a gap in our overall product offering
METHOD:
- Research target market
Decide who the ideal target market is and develop a brand strategy and product strategy to market to that audience, our audience is millennials who love to travel and are passionate about self-improvement - Design the product from the ground up
Decide on price points, color combinations, research end user preferences/expectations, utilize focus groups, choose materials, and most important features - Direct marketing tactics
We knew that personal, funny things resonates with our target so we included lots of personalization features, different names for the bags when the end user opens it, a personalized post card and more - Social media
This is a big focus for this brand, millennials are highly engaged on social media and want to engage with genuine brands who speak to them, we came up with a strategy for Facebook, Instagram & Twitter - Building the website
B2C focus, lifestyle images, social media tie ins - Launch, 2 Phases:
- B2B → E-Blast, sales script, posters, introductory price special
- B2C → partnerships with amazon.ca, staples.ca, walmart.ca, and campus bookstores, website, social media - Now
Continuing to build the brand, add products, and stay true to our ideal: Express, Explore, Exceed
RESULTS:
- #1 best selling laptop bag on amazon.ca
- Excellent sell-through in retail environment
- Almost 2,000 followers on social media channels and counting
BlueDiamond ToGo | www.get-it-togo.com
GOAL:
To create a brand of impulse buy solutions containing smartphone and tablet accessories that will generate profit for resellers and exceed the end-user's expectations
METHOD:
- Design the product from the ground up
Decide on color combos, research end user preferences/expectations, choose what accessories to launch first, decide important quality aspects - Design the PDQ display
Research colors for POPs, what size it needs to be to fit counters, quantities that should be in each display, research fast sell-through techniques - Building the website
B2B focus, video to explain concept and brand - Launch, 2 Phases:
- Current customers → E-Blast, sales script, anticipated objections/solutions
- Prospects → direct mailer, email script, phone script, website - Now
Working on international prospects, more distribution
RESULTS:
- 65% of first shipment of stock pre-sold
- Reached $1 million in sales in 18 months
Tomauri | www.tomauri.com
GOAL:
Improve online communications and strategies
METHOD:
- E-Marketing
Changed process from “E-Blasts” to all opted-in customers to Newsletters plus targeted emails - Website changes
Developed a "Related Items" logic to suggest complimentary products to customers, re-doing the categories and menus to make things easier to find, adding "Reseller Resources" to help our resellers merchandise
RESULTS:
- Increased traffic from email campaigns 16% and revenue from email campaigns 59%
- Improved conversion rate 19%, online transactions 7%, and online revenue 7%
Divoom | www.divoom.com
GOAL:
Introduced the brand to Canada in February 2013 with the goal of being a tier 1 brand in the Canadian mobile audio/Bluetooth speaker market
METHOD:
- Merchandising programs for in-store marketing
Demo units, plan-o-grams, signage - Flash Sales & give-away contests for consumer awareness
RESULTS:
- Attained average quarterly growth between 30-50% in our first year
E-Blue | www.e-blue.jp
GOAL:
Introduced the brand to Canada in February 2013 with the goal of being a retailers first choice for entry level gaming accessories
METHOD:
- Merchandising programs for in-store marketing
Displays, posters, plan-o-grams, signage - Focused product launches
RESULTS:
- Attained average quarterly growth of 56%
BlueDiamond | www.blue-diamond.ca
GOAL:
To make BlueDiamond a more cohesive brand
METHOD:
- Develop the brand strategy
Vision, Mission, Objectives, Values, Brand Standards & Guidelines, Target Market Segments - Build a new website, re-defining BlueDiamond as more than a "cable" company (as we discovered this is how the brand was seen)
RESULTS:
- Clearer decision making strategies, more new products under sub-brands, more cohesiveness & consistency across the line
RedGiant | www.weareredgiant.com
GOAL:
To identify why sell-through was lagging and determine next steps for the brand
METHOD:
- Research on resellers and channels where the product was being sold and previous marketing efforts
- Determine what factors are limiting sell-through
- Develop the brand strategy
Vision, Mission, Objectives, Values, Brand Standards & Guidelines, Target Market - Build a plan to re-launch the brand
Target resellers, new messaging, online strategy, budget, timeline
RESULTS:
- Determined that RedGiant's placement in the market was not ideal for the real end-user target market
- Developed a plan for relaunch, starting with RedGiant's own web-store
- Project was delayed due to time and budget constraints
Nintendo Ltd. | AMA Collegiate Case Compeition
GOAL:
With a marketing budget of $20M and a 6 month timeline, create an integrated marketing campaign for Nintendo Ltd. that targets "non-gamers"
METHOD:
- Conduct primary and secondary research
Situation analysis, competitive analysis, SWOT, surveys, focus groups, interviews, secondary research - Market segmentation and objectives
- Develop marketing strategy and integrated marketing campaign
RESULTS:
- Developed a campaign for a segment of baby-boomers with the slogan "Forever Young"
- Placed 3rd in North America
JCPenney | AAF's National Student Advertising Competition
GOAL:
Develop an integrated marketing campaign for JCPenney that targets 25-34 year olds with a 1 year timeline and a $100M budget.
METHOD:
- Conduct primary and secondary research
Situation analysis, competitive analysis, SWOT, surveys, focus groups, interviews, secondary research - Develop marketing strategy and integrated marketing campaign
RESULTS:
- Discovered that the target JCPenney wanted had a negative view of the company and therefore this campaign would have to aim at changing consumer perceptions
- Developed a bold campaign around the slogan "TRY ME" to identify with the target's attitude of not wanting to be judged and mirroring that in JCPenney
- Placed 2nd in our Region