Marketing Work Samples

Presented by: Renee Jones

Contact :Ph: 415-412-2569Em: reneeinsf@gmail.comLinkedIn.com/in/ReneeJones

PicateersBusiness: Fundraising through

school portraits

Responsibility: • Update and project manage the brand messaging and upgrade the content and usability

of website to support customer acquisition and retention efforts. • Work with internal teams to improve user engagement, sales process and

program/product roadmaps. • Developed ad/email campaigns, collateral, event programs and SEO/SEM strategies to

increase awareness and revenue to prepare for B-Round funding. • Successes include increasing conversions from less than 1% to 4%; dwell time from under

:30 to 14 minutes, page views from 1 to 8, qualified leads from 3 to 38 per week.

Before Renee: FRONT DOOR

Front Door: • Company has multiple offering from B2B and B2C. Front door does provide clarity for

the different use cases.

After Renee: FRONT DOOR

• I took the different use cases (B2B and B2C) and create visual entrance points relevant to that audience segment.

Before Renee: INFO PAGE

This was the site for schools to review to understand:

• Who, what, how for the brand/product offering

The communication was very consumer focused which confused the business audience. Hence the low lead collection and the low quality of the leads we received.

After Renee: INFO PAGE

• Created navigation to provide control for the business audience to find the relevant info for them• Created concise body content to understand who, what, how for audience and SEO value• Ability to request info on the audience’s terms when they’re ready

Before Renee: LEAD GEN PAGE

Lead Gen page that generated minimal qualified leads (less than 10 per week).

* No real navigation back to relevant pages * No value statements to support interest in product* No ability to provide detail on business needs * Too much information asked w/ minimal information provided

After Renee: LEAD GEN PAGE

Lead Gen page that generated qualified leads (more than 40 per week).

* Navigation carried over for consistency * Visual reminder to support product value* Added ability to provide detail on business needs * Nav gave control over info collection, so lead feels comfortable

providing contact details

CrossLoopBusiness: Online, remote tech

support

Responsibility: • Fine-tune brand messaging• Develop email strategy to encourage retention of existing users and secure co-branding

partnerships. • SEM campaigns to increase acquisition, work with product and sales teams to create

collateral and track user lifecycle to enhance user experience that increases loyalty. • Create strategy to improve website structure, content and navigation for enhanced SEO

and acquisition. • Research and execute presence at industry events.

Old Email Newsletter Design New Email Newsletter Design

LoomiaBusiness: Recommendations-based,

online personalization services

Responsibility: • Short-term contract to create strategies and copywriting around brand re-positioning,

website and sales collateral development, as well as acquisition programs and developing plans for conference participation to establish thought-leadership in the industry.

Old Front Door

• Current business model focused on publishers only

• Client needed to update content and design to attract a wider breadth of clients beyond publishing.

New Front Door

• Strategy to reference the current industry landscape of the industry, how consumers are changing and how Loomia is the solution.

• Gives a wider message to all industries, with an online presence, needing to reach their customers.

• Highlighting news, blogs and twitter feeds on FD establishes Loomia as thought-leaders in the personalization arena

CNETBusiness: Online Media and

Entertainment

Responsibility: • Responsible for updating brand messaging, collateral and creating targeted advertising

programs to strengthen relationships among industry partners like Best Buy, Sony, American Express.

• Collaborated with internal sales & product teams to identify and execute multichannel opportunities to increase user engagement and uploads, site usage and ad revenue.

Coors Program

• Coors came to Webshots with a budget of $50k and asked us to create a program leveraging our webisode series.

• I sketched out this idea in PPT to show our design, and engineering teams. The idea was to create original programs that users could vote on, rate, and select soundtracks for each episode.

• The idea was to use our other network properties like TV.com, MP3, Gamespot to create a network wide program to increase the audience reach and justify additional buy-in from client (Coors)

Coors Program

• This is what the design team created from my sketch and what I spec’d out in documentation.

• This design impressed the client so much, they increased their budget to $150k and justified it because the money was split among three different properties in the network.

CNET.com Collateral

• This is the original collateral we created for sales teams.

• I noticed it was few and far between that sales teams asked for reprints. So I ran an unofficial, internal survey among the sales teams and learned the information was not compelling or valuable to the client.

• Based on feedback, I worked with the creative teams on the redesign and re-wrote the collateral piece.

CNET.com Collateral

• This is the outcome of what I updated.

• The addition of visuals of the pages we were selling, what it looked like was valuable to clients. Showing data points and benefits in a more digestible manner helped.

• Ultimately, we were running out of datasheets so often we were finally given permission to upload the collateral to the intranet so sales teams could download copies as needed.

Spiderman Program (screen-shot group 1)This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign. They wanted to acquire our Webshots images to create the collage. I worked with the design and engineering teams to combine our different products and ability to create micro-sites into one cohesive program.

Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent $125k with us.

Spiderman Program (screen-shot group 2)This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign. They wanted to acquire our Webshots images to create the collage. I worked with the design and engineering teams to combine our different products and ability to create micro-sites into one cohesive program.

Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent $125k with us.

SybaseBusiness: Enterprise SoftwareFocused on Capital Markets

Responsibility: • Optimizing multi-million dollar marketing/advertising budget to develop and execute

global integrated marketing and advertising strategies to drive awareness and qualified leads in their Capital Markets and Business Intelligence verticals.

• Collaborate cross-functionally (ad agency, editorial, product marketing, web, PR, sales, bus-dev, customer relations, events, finance, publishing and editorial vendors) to develop thought-leadership content, ad messaging, solution partner programs, media partnerships, etc to achieve success.

Media Results – Click Thru 2010 • CTR: 0.08%• Total Clicks: 8,561

2011• CTR: 0.61%• Total Clicks: 25,612 (to-date)

Click-thru results by Offer:

Sybase/CEPCap Guide Cap Guide(Whitepaper)

• White papers are highest qualified lead drivers

Media Results – Lead Gen2010 • Inquiries: 955• No data found for leads

2011• Leads/Inquiries: 4,238

Capital Markets Guide and Real-time Risk WP account for 49% of leads

CAPITAL MARKETS GUIDE RESULTS

2011 Capital Markets Guide• Launched May 19, 2011• Downloads: 11,528 (all 6 Apple country sites)• Print Mailings: 13,000+• Syndication Downloads: 912

Sybase Form Page Sybase Download Page

iPhone Page

AWARENESS ADVERTISING

Value proposition considered for creative development:

Sybase is #1 in CEP technology, pioneering the development of integrated, real-time analytics solutions across a myriad of complex, data-driven industries (overt benefit).

That’s because with our CEP technology, you can capture, analyze and respond to complex, big data in real-time – all the time. Our real-time analytics solutions combine historical and current market data, giving you a holistic view of your business – increasing your opportunities and minimizing your risk (reason to believe).

With Sybase’s CEP solution, we offer simple, integrated platform ensures consistency of data and shared functions across an organization (dramatic difference).

Sybase CEP technology provides real-time analytics, allowing you to make real-time decisions that are right for you: when you want (real-time), how you want (manage algorithm), where you want (mobility).

CAPITAL MARKETS: MESSAGE PLATFORMOverall Theme Sybase is #1 in CEP Technology

Products Marketed Aleri ESP and RAP r5 are CEP solutions

Company Positioning

Sybase’s Aleri Event Stream Processor (ESP) is the award-winning complex event processing (CEP) solution for rapid development and deployment of business critical applications.

ESP analyzes and acts on high velocity and high volume streaming data – in real-time. As the leading CEP solution in the market and the only CEP offering that has been benchmarked for low latency, Sybase ESP powers real-time Continuous Intelligence™ by providing the capabilities to monitor, detect, analyze, and respond to

events as they occur. As a real-time intelligence solution, SAP’s ESP and RAP solutions facilitate faster and more immediate time to action as

well as the power to make the most opportune corrective, profitable, competitive and value-add decisions.Target

Audience STRATEGIC IT/ IT MGT LOB NON-IT MGT

Theme Real Time Analytics Trading RiskKey Message Sybase’s CEP solution, ESP and RAP provides:

• a single platform that provides high- speed data absorption

• simultaneous and immediate access to common data needed by multiple user communities (quants, traders, and risk managers)

• supplies data to trading applications and enables intra-day risk management and market analysis.

In the fast-paced world of capital markets, the ability to assess the state of the market and act ahead of others is critical.

With Sybase’s CEP solution:• getting live market data to applications faster. • construct a holistic view of the market, your positions and

exposures, by combining historical data with real-time market data.

• Consolidate data (typically fragmented into multiple silos) into unified data sets that support multiple analytics.

AWARENESS ADVERTISING

Story we want to convey, the focus:

Value Offered:1.Real-Time Analytics:

• Continuous consolidation and computation

• Scalable for complex, big data and large amounts of simultaneous queries

• Faster with in-database analytics for immediate query results

2. Enterprise-wide Deployment• Simple, integrated platform ensures

consistency of data and shared functions across your organization

3. Proven, trusted track record• First to create a column-based analytics

server

• More CEP product customers in the FSI industry than any other company

Ad Messaging Focus:1. Real-time data2. Smart, fast trading3. Analytics4. Risk

AD MESSAGE 1: REAL-TIME DATA

AD MESSAGE 2: SMART, FAST TRADING

AD MESSAGE 3: ANALYTICS

AD MESSAGE 4: RISK

Landing Pages

ONLINE

ELEVATOR ADSCampaign 1 Campaign 3Campaign 2

• Above ads were placed in 12 buildings

– All house target accounts from New Prospects and Named Accounts List

• 232 screens• 144 spots

– Per day/Per screen

Blue = Customer LocationsGreen = Elevator Placements