Creative
Customer-Centric
Collaborative
Challenge:
A music production company presented a proposal for a company to pay $25-50,000 per campus for band performances as part of a promotion on multiple college campuses. With a limited marketing budget, we needed to execute promotions as cost effective as possible.
Challenge:
Internal and external clients approached a major corporation ebusiness team I led to develop custom landing pages and websites. The team did not have the staff or skillset to build that volume of custom sites.
Challenge:
At a large college retail chain, we had an opportunity to receive approximately $100,000 in revenue from a major credit card provider to place an ad on each of our college bookstore sites. There were a few schools that would not allow credit cards to advertise to students. The portal website was templated and could only place an ad on all sites at all stores, or not at all. Information Technology (IT) was adamant that this was not viable.
Action:
I revised the promotion so there would be no cost to the Company. We came up with a contest in which students could download songs and forward the offer to friends. The 3 schools which received the most downloads would receive a free concert. We would share the download list with the production company and provide the venue in exchange for the concerts.
Action:
I identified key site objectives and led the development of templates so that sites could be built quickly in a content management system, decreasing the need for developers, designers and IT Architecture expects.
Action:
I hand selected the most forward thinking, creative IT developers and invited them all to a brainstorming session. I communicated the end goal and facilitated a session to come up with ideas on how we can develop a solution and implement it in less than 30 days. I moderated the discussion, encouraging everyone to engage. Within 1 hour, they had a viable solution.
Result:
We collected more than 100,000 names at no cost. Created goodwill on campus, resulting in a significant improvement in brand perception. The promotion created viral buzz on campus.
Result:
The company is now able to react quickly to requests for custom sites and landing pages, enabling marketing to have better promotions and clients to enjoy customized sites. Reduced time for site creation by 90% from 40 business days (8 weeks) to 4 days (less than 1 week), vastly improving customer experience.
Result:
The company realized $100K in affiliate marketing fees from the client. In addition, the company was able to pursue other new businesses requiring regional or partial coverage of Follett bookstores, attaining nearly $1 million more in revenues that year.