portfolio of work by karen howard philip

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a tour of marketing strategies executed Karen Howard Philip Marketing Director • Senior Manager

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Page 1: portfolio of work by karen howard philip

a tour of marketing strategies executed

Karen Howard PhilipMarketing Director • Senior Manager

Page 2: portfolio of work by karen howard philip

Marketing Defined

mar•ket•ing [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.

Page 3: portfolio of work by karen howard philip

Marketing Defined

But, to be passionate about marketing, the definition is much different.

mar•ket•ing [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.

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Marketing Can Be Magic

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Marketing Can Be Magic

RelevaRelevant nt

MessaMessagege

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Marketing Can Be Magic

RelevaRelevant nt

MessaMessagege

ApproAppropriate priate

AudienAudiencece

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Marketing Can Be Magic

RelevaRelevant nt

MessaMessagege

ApproAppropriate priate

AudienAudiencece

Perfect Perfect MediuMediu

mm

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Marketing Can Be Magic

And, all three must be based on solid marketing strategy.

RelevaRelevant nt

MessaMessagege

ApproAppropriate priate

AudienAudiencece

Perfect Perfect MediuMediu

mm

Page 9: portfolio of work by karen howard philip

Case Studies

Situation Analysis

ApproAppropriatepriate AudiAudienceence

PerfPerfect ect

MedMediumium

Results

ReleRelevant vant MessMessageage

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Case Study #1 – Integrated Marketing

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Case

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tegr

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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

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Case

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g ReleRelevant vant MessMessageage

•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

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Case

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ApproAppropriatepriate AudiAudienceence

Focus on the end-user physician, resident, and medical student who drive demand, rather than on the traditional medical library purchaser

PerfPerfect ect

MedMediumium

Implement an integrated marketing campaign to reach the audience wherever they consume messages- Interactive-Social-Homepage Optimization-Direct Mail-eMail-Traditional Sales Support Resources

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Case

#1

– In

tegr

ated

Mar

ketin

g PerfPerfect ect

MedMediumium

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Case

#1

– In

tegr

ated

Mar

ketin

g PerfPerfect ect

MedMediumium

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Case

#1

– In

tegr

ated

Mar

ketin

g PerfPerfect ect

MedMediumium

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Case

#1

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tegr

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Mar

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•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

Page 18: portfolio of work by karen howard philip

Case Study #2 – Cause Marketing

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Case

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use

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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

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Case

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g ReleRelevant vant MessMessageage

•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

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Case

#2

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use

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ApproAppropriatepriate AudiAudienceence

Focus on the end-user physician

PerfPerfect ect

MedMediumium

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

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Case

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use

Mar

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g PerfPerfect ect

MedMediumium

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Case

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– Ca

use

Mar

ketin

g PerfPerfect ect

MedMediumium

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Case

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use

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g PerfPerfect ect

MedMediumium

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Case

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g PerfPerfect ect

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Case

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MedMediumium

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Case

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g PerfPerfect ect

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Case

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g PerfPerfect ect

MedMediumium

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Case

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g PerfPerfect ect

MedMediumium

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Case

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MedMediumium

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MedMediumium

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Case

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•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

Page 33: portfolio of work by karen howard philip

Case Study #3 – Rebranding

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Case

#3

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bran

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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

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Case

#3

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ReleRelevant vant MessMessageage

•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

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Case

#3

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ding

ApproAppropriatepriate AudiAudienceence

Segmented messaging for faculty and student customers

PerfPerfect ect

MedMediumium

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

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Case

#3

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bran

ding

PerfPerfect ect

MedMediumium

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Case

#3

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bran

ding

PerfPerfect ect

MedMediumium

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Case

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bran

ding

PerfPerfect ect

MedMediumium

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Case

#3

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bran

ding

PerfPerfect ect

MedMediumium

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Case

#3

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bran

ding

PerfPerfect ect

MedMediumium

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Case

#3

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bran

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•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

Page 43: portfolio of work by karen howard philip

Marketing Magic

When all three come together, the results speak for themselves

RelevaRelevant nt

MessaMessagege

ApproAppropriate priate

AudienAudiencece

Perfect Perfect MediuMediu

mm

Page 44: portfolio of work by karen howard philip

Karen Howard [email protected]

www.linkedin.com/karenhowardphilip@karenphilip

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