Janeen Sullivan - Experienced Marketing Strategist

JANEEN SULLIVANexperienced marketing strategist

JANEEN SULLIVAN

about me•16+ years experience

• Client & agency background

• Vast account & project management experience including budget stewardship

• Led the charge to integrate social networking, mobile marketing and web 2.0 applications in company and client market programs

• Know how to develop effective marketing strategies with measurable results

• Extensive proposal development and presentation experience

• Accomplished at copywriting & creative direction

• Think pro-actively but know how to react to changing scope-of-work and variable timelines

• Know it’s not about me but about your company & I will contribute to your

success

323 W. Chatham St. ▪ Cary, NC 27511 ▪ 919.757.5062 ▪ [email protected]

JANEEN SULLIVAN

• Situation

Outside won 100% market share in ‘07 in the active lifestyle category with an integrated marketing

program for Nissan Xterra

• Objective

Maintain mkt share dominance in ‘08, grow revenue

• Challenge

Xterra budgets down, competitive proposals

• Strategy

Create program with implied “ownership” of Buyer’s Guide franchise & awards

Capitalize on increased frequency & expanded content created w/ bi-annual issues & Women’s

Section

Capitalize on Outside web capabilities, not available to competitors

Extend program thru multiple channels to create maximum impact & increase revenue potential

Incorporate ROI measurement to illustrate value of investment & attempt to retain business in 2009

CASE STUDY #1NISSAN XTERRA & PATHFINDER

JANEEN SULLIVAN

• Tactics Print Online Events Promotions Viral PR Research

• Results For Outside

• Maintained 100% market share in category• Increased total ad revenue by $150K over ‘07

For Nissan• Implied ownership of credible journalistic property• Increased awareness among niche audience• Authentic integration of brand into industry events• Test Drives (“butts in seats”)• Qualified leads• Syndicated and anecdotal research results

CASE STUDY #1NISSAN XTERRA & PATHFINDER

JANEEN SULLIVAN

CASE STUDY #1NISSAN XTERRA AND PATHFINDER - Online

Brand Integration

ROS and Targeted Ad Units

PLUS• Custom video content• Podcast & video player sponsorship• Custom micro site

JANEEN SULLIVAN

CASE STUDY #1NISSAN XTERRA AND PATHFINDER - Events

Interactive Display

Ride-and-Drive

Escalator Canopy

PLUS• Awards Ceremony & After Party

• Xterra Shuttle Service• Street Teams

JANEEN SULLIVAN

• Situation Patagonia, a premiere brand in the outdoor industry, rarely advertised in the category Outside bestowed “Gear of the Year” honors on Patagonia’s Spraymaster jacket

• Objective Increase ad revenue from Patagonia, gain mkt share

• Challenge Patagonia ad budgets shrinking, Outside page cost & CPM was highest in category

• Strategy Capitalize on goodwill generated from “Gear of the Year” award Construct a turnkey marketing and PR program for client to help them promote the award Utilize Outside’s internal PR team, promoting Patagonia while promoting issue Extend the publicity program thru multiple channels to create maximum impact Incorporate ROI measurement to illustrate value

CASE STUDY #2PATAGONIA SPRAYMASTER JACKET

JANEEN SULLIVAN

• Tactics

Print Online Retail - POP Viral PR & publicity

• Results

For Outside• Tripled Patagonia ad page investment • Gained market share

For Patagonia• Increased awareness among expert audience• Integration of brand into magazine franchise• Exponential reach thru Outside PR team (tv,

newspaper, industry)• Spraymaster style SOLD OUT of all inventory 2 weeks after awards announced, despite high price point ( $249 ) for “just a rain jacket”

CASE STUDY #2PATAGONIA SPRAYMASTER JACKET

JANEEN SULLIVAN

CASE STUDY #3LONGINES

• Situation New title by Outside launched in 2007 (Go),

targeting highly-affluent audience Needed to break luxury accounts to generate

revenue and establish credibility

• Objective Break watch category, secure some market share of high-profile account against established competitors

• Challenge New title trying to break new biz, not audited & no

significant corroborative research, high page rate, shrinking ad budgets

• Strategy Create added-value program that increased reach

and provided a more effective & competitive CPM Support advertiser at retail during the launch of a

new watch style, an area in which they confessed to needing help & something competitors were

unwilling or unable to do Generate multiple opportunities to interact with

client, establishing Go as a dependable & credible marketing partner

JANEEN SULLIVAN

• Tactics

Print

Online

Retail

Promotions

Direct/Dialogue Marketing

• Results For Outside’s GO

• Broke high-profile account in Watch category• Secured equal market share• Held net per page rate, greater profit margin

For Longines• Category exclusivity in premiere luxury pub• Increased awareness among niche audience• Support at retail during launch of a new Watch

style line• Increased reach from integrated added-value

CASE STUDY #3LONGINES

JANEEN SULLIVAN

CASE STUDY #3LONGINES

Email Marketing

Counter Card

Buck Slip

JANEEN SULLIVAN

thank you

I appreciate your time and consideration. I welcome the chance to talk with you further about these case studies, and the rest of my experience, and explore how I can contribute to the success of your company.

Janeen Sullivan

(919) 757-5062

[email protected]

323 W. Chatham St. ▪ Cary, NC 27511 ▪ 919.757.5062 ▪ [email protected]