portfolio of work by karen howard philip

Download portfolio of work by karen howard philip

Post on 16-May-2015

1.270 views

Category:

Business

5 download

Embed Size (px)

TRANSCRIPT

  • 1.
    • a tour of marketing strategies executed

Karen Howard Philip Marketing Director Senior Manager 2. Marketing Defined marketing [ mahr -ki-ting]noun 1.the activity of buying or selling in a market. 2.the total activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. 3. Marketing Defined But, to be passionate about marketing, the definition is much different. marketing [ mahr -ki-ting]noun 1.the activity of buying or selling in a market. 2.the total activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. 4. Marketing Can Be Magic 5. Marketing Can Be Magic Relevant Message 6. Marketing Can Be Magic Relevant Message Appropriate Audience 7. Marketing Can Be Magic Relevant Message Appropriate Audience Perfect Medium 8. Marketing Can Be Magic And, all three must be based on solid marketing strategy. Relevant Message Appropriate Audience Perfect Medium 9. Case Studies Situation Analysis Results AppropriateAudience Perfect Medium Relevant Message 10. Case Study #1 Integrated Marketing 11. Case #1 Integrated Marketing

  • MD Consult usage and awareness declining among end-user physicians, residents, and medical students
  • Research indicated:
  • Physician pain point of having to go to more than one online source for clinical reference
  • Physicians saw no clear differentiation of products

Situation Analysis 12. Case #1 Integrated Marketing

  • Refresh positioning to reflect that both quick-reference and in-depth answers can be found
  • Create a unique look and feel with customized imagery to better stand out in promotions

Relevant Message 13. Case #1 Integrated Marketing Focus on the end-user physician, resident, and medical student who drive demand, rather than on the traditional medical library purchaser Implement an integrated marketing campaign to reach the audience wherever they consume messages - Interactive -Social -Homepage Optimization -Direct Mail -eMail -Traditional Sales Support Resources AppropriateAudience Perfect Medium 14. Case #1 Integrated Marketing Perfect Medium 15. Case #1 Integrated Marketing Perfect Medium 16. Case #1 Integrated Marketing Perfect Medium 17. Case #1 Integrated Marketing

  • Revenue growth of 15% in institutions, and 10% in individual end-users
  • Product traffic increase of 3800% among prospects and 19% among subscribers
  • Increase of Facebook fans by 5800%, and Facebook traffic by 597%
  • Over 7,000 YouTube channel views

Results 18. Case Study #2 Cause Marketing 19. Case #2 Cause Marketing

  • Facing the key selling and renewal season with no marketable, customer-facing product enhancements for promotion.
  • Research indicated:
  • Response to promotions is stronger when coupled with new and innovative product enhancements
  • Economic situation favored a mentality of giving back among physicians

Situation Analysis 20. Case #2 Cause Marketing

  • Partner with Medicins San Frontieres to execute a Cause Marketing campaign to provide a marketable promotion that also allows physician customers to feel like they are giving back to the community

Relevant Message 21. Case #2 Cause Marketing Focus on the end-user physician

  • Develop a one-for-one campaign that gives an annual MD Consult subscription to a doctor participating in Doctors without Borders
  • eMail
  • Online Banners
  • Interactive
  • Public Relations

AppropriateAudience Perfect Medium 22. Case #2 Cause Marketing Perfect Medium 23. Case #3 Cause Marketing Perfect Medium 24. Case #3 Cause Marketing Perfect Medium 25. Case #3 Cause Marketing Perfect Medium 26. Case #3 Cause Marketing Perfect Medium 27. Case #3 Cause Marketing Perfect Medium 28. Case #3 Cause Marketing Perfect Medium 29. Case #3 Cause Marketing Perfect Medium 30. Case #3 Cause Marketing Perfect Medium 31. Case #3 Cause Marketing Perfect Medium 32. Case #3 Cause Marketing

  • Subscription revenues increase of 44% over prior year
  • In-kind donation to Doctors Without Borders valued at over $130,000
  • Positive press coverage in seven industry publications, including the Wall Street Times

Results 33. Case Study #3 Rebranding 34. Case #3 Rebranding

  • Launching numerous online products for nursing and health professions education during a very short period of time led to customer confusion and unclear brand identity.
  • Research indicated:
  • Low customer awareness of full breadth of online products available for nursing and health professions education
  • Faculty sense that online products available are unrelated and disparate, seeing no value in adopting multiple online education resources
  • Aging faculty demographic fear online education resources, as may be too difficult to incorporate into established curriculum
  • Strong student desire to move from print to electronic education resources

Situation Analysis 35. Case #3 Rebranding

  • Rebrand electronic and online products within the Evolve suite of branding to provide a consistent and coherent brand identity
  • Position Evolve as a suite of education tools that work together to maximize student outcomes
  • Message faculty with ease-of-use and provide tools to facilitate integration

Relevant Message 36. Case #3 Rebranding Segmented messaging for faculty and student customers

  • Execute a re-branding campaign to build a cohesive brand identity, and promote the use of Evolve online resources through multi-channel awareness campaign
  • eMail
  • Interactive
  • Print
  • Traditional Sales Support

AppropriateAudience Perfect Medium 37. Case #3 Rebranding Perfect Medium 38. Case #3 Rebranding Perfect Medium 39. Case #3 Rebranding Perfect Medium 40. Case #3 Rebranding Perfect Medium 41. Case #3 Rebranding Perfect Medium 42. Case #3 Rebranding

  • Awareness of Evolve Learning Suite increase of 37%
  • Faculty online registration increase of 469%
  • Market penetration in online courses increase to 15.1%
  • (from 7%)

Results 43. Marketing Magic When all three come together, the results speak for themselves Relevant Message Appropriate Audience Perfect Medium 44.

  • Karen Howard Philip
  • [email_address]
  • www.linkedin.com/karenhowardphilip
  • @karenphilip

Thank you for viewingmy work!

Recommended

View more >