Creative Thinking, Strategic Thinking, Innovative Thinking & Creative Problem Solving
K Burkhart Creative and Strategic Portfolio
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Transcript of K Burkhart Creative and Strategic Portfolio
Overview
Overview
Directed both internal and external creative agencies, as well as freelancers to create campaigns and ad-hoc creative projects
Have worked with copywriters, as well as have developed copy on my own for collateral, advertorials, press releases, social posts and campaigns
Experience with developing surveys, running focus groups, and fielding market research to determine brand and product satisfaction, identify whitespace opportunities, and evaluate advertising
Value close relationships with Sales – Marketing cannot be successful without the input of those on the front lines
Enjoy working in the field and with our end-users and partners – the more I learn, the easier it becomes to execute successful campaigns
Demonstrated ability to be conceptual and strategic, as well as execute and follow-up on results to ensure continued success, or make changes to mitigate risks and avoid failure
Branding
Relaunched WOW! Business brand in 2014.
Refreshed the brand in 2016 to better resonate with relaunched WOW! Residential brand look and feel.
Relaunched Brand – 2014
• Completely differentiated from
Residential brand
• Mirrored sterile, “all business” style of
competitors
• Goal was to be taken seriously as a
Business services provider
• Introduced rounded letters and warmer
color palette to be more welcoming
• Brand represents trust, honesty, reliability
and dependability
• Incorporated graphics in the form of
overlapping arcs and iconography
Relaunched BrandExamples – Display
• Awareness and
Conversion/
Remarketing
creative
versions
• Banners direct
to Market-
specific offer
pages on our
website
• Featured
across diverse,
programmatic
media buy,
native ads on
Yahoo!,
Facebook, and
mobileClick to see animation in all sizes
(Static)
Relaunched BrandExample – Sales Collateral and Slicks
Color coded by product:
• Brand Green: Multi-product
• Blue: Internet
• Red: Data
• Orange: Voice
• Purple: Cloud
• Lime: Video
Refreshed Look & Feel – 2016
Example – Field Sales Support & Display
• Introduced
additional
colors from the
palette
• Added
gradients to
better align
with new
Residential
brand
Simple Demand Generation
Campaigns – 2015/2016
“Moments of WOW!” SMB Campaign2014 – 2015: Direct Mail
Letter Pack Self Mailer
“Moments of WOW!” SMB Campaign2014 – 2015: Display
Integrated Demand Generation
Campaigns – 2016
Example Market Saturation CampaignObjective / Goals
Objective
Prove that a 12 week multi-faceted and integrated marketing and sales campaign featuring aggressive pricing and market-specific offers and programs will stimulate new SMB sales calls into the call centers and market field sales team.
*Exact values changed for propriety reasons
End Goal*
Increase penetration by 3%: 400 New Sales
Total # of Businesses in
Columbus:
83,000
Total WOW! Serviceable
Businesses:
15,000
% of Footprint WOW! Covers: 18%
Current WOW! Business Base
in market:
5,000
Current Penetration: 33%
Additional 3% in Penetration: 400
Example Market Saturation CampaignTactical Calendar
1 2 3 4 5 6 7 8 9 10 11 12
Week of:
Radio
Billboards
Corporate Digital
Columbus Dispatch Site
Direct Mail
Direct Mail Landing Page
Sales Flyers
Outbound Calling
Bourbon & Brew OSU Event
PR
Delaware Expansion Release
5-Sep29-Aug22-Aug15-Aug8-Aug
Event
DM / Flyers
24-Oct17-Oct10-Oct3-Oct26-Sep19-Sep12-Sep
Digital
Mass in Market
Example Market Saturation CampaignDisplay and SEM
Click to see
animation in
all sizes
Copy will switch
between HSI and
Voice offer
Sample of search ad
Example Market Saturation CampaignDirect Mail & DM-Specific Landing Page
Pieces directed to campaign-specific URL
Example Market Saturation CampaignOut of Home (OOH) – Poster Billboards
Example Market Saturation CampaignRadio
:10 Second TagGet Business internet for less than thirty bucks a month from WOW business, plus get a month free if you act now. Visit wow forbusiness dot com for details. Service not available in all areas.
:15 Second TagThink the only way to get a great price is to bundle? WOW Business gives their great prices on business internet and phone - nobundle required! Plus, if you act now you can get a month free. Visit wow for business dot com for details. Services not available in all areas.
:30 Second SpotDealing with slow internet speeds, unreliable phone connections and shoddy customer service can cause headaches and put
your business at risk.
WOW business has you covered with reliable communications services backed by a team committed to your customer experience. We have solutions for all business sizes, including fast internet starting for less than thirty bucks a month, and feature packed phone lines for only twenty one ninety-nine a month.
Plus, you don’t have to bundle anything to get great prices on the services you need for your business! Act now and you can even get a month free!
Visit wow for business dot com today for details. Services not available in all areas.
Example Market Saturation CampaignEvent
Sponsored local college football viewing event in partnership with our
radio buys
Co-presented with the Residential sales team to take advantage of halo
effect, as the Residential team has very high brand awareness and
advocacy in this market
Raffled off college football game tickets – required Residential and
Business prospects to leave business cards or contact information to
qualify
Event attendees sought us out to comment on our advertising (in a
positive way!), and to learn more about our Business services
Current Campaigns
Spiceworks Mid-Market CampaignDisplay
Visit www.moat.com to see current and past
display creative
Type M – SMB CampaignDisplay – Early Examples of End Cards
Visit www.moat.com to see current and past
display creative
Type M – SMB CampaignFuture Tactics
Launching November 2016:
Cross-channel TV spots
Pre-roll digital spots
Direct mail: postcards and self-mailers
Digital billboard creative
Newspaper inserts
Additional display ads
Email lead nurturing
