Marketing Portfolio 2016

Marketing PortfolioA Collection of my work

Morgan Sellars

15Marketing Professional

IntroductionWithin this portfolio, I have compiled a number of examples of the work I have completed during my time at university and during my previous marketing positions.Contents1. Advertisement01. Personal Trainer Magazine02. Sunday Telegraph2. Online Banners01. Black Friday (Early AD)02. 12 Days of Christmas promotion 3. Content Creation 01. The 5 types of dieters02. Gay dating everything you need to know to get back on the prowl. 4. WordPress5. MailChimp6. Exhibition Stands

2 | P a g e

1. Advertisements 1.1Personal Trainer Magazine (AUG, SEP, OCT issues)One of the first tasks that I was assigned when I started working at Ultralife Nutrition was to attempt to increase sales in their performance range products. However within a very competitive market, it was extremely hard to get any traction with consumers using traditional distribution channels. To combat this I decided to try and target consumers via key market influencers. So with the help of the companies graphic and web designers I was able to construct a personal trainer database. The idea was that we would offer personal trainers the ability to sell supplements as part of their personal training service and then receive a commission on all the products they sell to clients. By using this technique as a brand it allowed us to avoid a head on marketing collisions with more major brands as none of the major performance brands had constructed such a site. The directory would also offer the PT’s the added exposure of being on our company’s website (see website layout Fig 1). To try and get initial uptake of this service we decided to advertise in the Personal Trainer magazine for three issues (see Fig 2).

3 | P a g e

Figure 1

4 | P a g e

August Issue

Figure 2

5 | P a g e

September Issue

October Issue

1.2 Sunday Telegraph (25/10/15)Figure 3 is an advertisement that was placed in the Sunday telegraph to try and promote a number of the brands multi-vitamin range. Figure 4 is the banner we placed on the website to aid the consumer journey to make it easier for the consumers to purchase the products.

2. Online Banners

2.1Black Friday Early advertisement This banner was placed on the website to make sure our current customers who enter the website are aware of the offers that will be on offer on black Friday!

6 | P a g e

Figure 3

Figure 4

2.2. 12 Days of Christmas promotionThe 12 days of Christmas promotion is something I devised to try and increase traffic to our website and social media platforms on the run up until Christmas. On selected days running up to Christmas, there will be six-hour offers on a different product for each of the 12 days. This technique will hopefully mean consumers are checking on our various media platforms to see if a product they like is on offer, whilst at the same time cross-selling them other Christmas gifts.

3.0 Content CreationI’ve written numerous pieces of content during my career below are just two examples of recent work I have completed. Both with differing primary goals, the first piece ‘The 5 types of dieters’ main goal was to increase brand awareness for the Health and well-being brand I worked for. The second piece ‘Gay dating everything you need to know if you’re back on the prowl’ was just one of many articles we produced as we tried to increase ranking performance for the keyword ‘Gay dating’.

7 | P a g e

Figure 6

Figure 5

3.1 The 5 types of DietersAt Ultralife Nutrition we come across all kinds of different people wanting to try and improve themselves, we thought we would make a list of some of the more funny characters that we come across.

1. The All or nothing dieter.

This dieter doesn’t mess about when it comes to dieting. They will throw all foods in their house with trace amounts of fat in the bin. They will live off a diet of grape skin and wheat grass, and will require 2 weeks off work to complete this mammoth task! Be warned though all or nothing dieters are not ones to be messed with and are very highly strung. 

2. The Procrastinator

Known most commonly for the phrase ‘I’ll start on Monday’. These dieters are also well known for the elaborate excuses they usually come up with on a Monday morning to try and get out of working out and or eating healthy. The, I twisted my ankle, or I’m still rough from Saturday are favourites among this group.

3. The Exaggerator

8 | P a g e

This type of dieter loves telling everyone about how they haven’t eaten a carb since 2010 and that they usually run 10k in the morning before work. They also like to use the phrase ‘oh I won’t be able to make it I’m going to the gym’. However, you and all your friends know this person is sat on their sofa at home eating Doritos and watching Breaking Bad on Netflix.

4. The Steady Eddie

This dieter is one that here at Ultralife nutrition we strongly recommend, they understand that dieting and achieving your own personal fitness goals should be done so from a more long-term approach. Eating healthily, getting the right food supplements and doing regular exercise. This dieter understands that achieving your fitness goals is about a long-lasting lifestyle change.

5. The I don’t diet, dieter

9 | P a g e

   The person in your group of friends who always looks miraculous and when you ask them what their secret is they don’t know! But you and your and friends think is rubbish. If they don’t diet then they must be some sort of demigod!

3.2 Gay dating everything you need to know if you’re back on the prowl.

The modern world of dating is a minefield, full of idiosyncratic rules and regulations that can make it seem almost impossible to get a date. Then, once you’ve secured one, there’s the small matter of trying not to act like you’re completely out of your depth. We’ve put together some gay dating tips to help you get back into the dating game.  

How to get back into the gay dating game

Have you just come out of a relationship or not really had time to date recently? We understand it can be difficult to throw yourself back into the dating world, especially as the landscape seems to change almost daily. Don’t worry, though, we’ve pulled together a couple of tips for letting the boys know you’re back in town!  

1. Get back in the game :

10 | P a g e

Let the gay world know you’re single and ready to mingle. Rather than hanging out in bars waiting for the right guy to approach you, get the ball rolling and sign up to an online dating site. Signing up is a great way to see other gay singles in your local area, so bite the bullet and get back in the game.  

2. Don’t stick to a type

The best thing about joining a dating website is that there're lots of single men to choose from so don’t stick to your usual type. Sometimes it’s the guys that you least expect to date that will win your heart.

3. Don’t give up on finding a date

When you first sign up to a dating site it can be really exciting. You’ve filled in your profile, are browsing other gay singles and sending people messages. After a few weeks, however, it can seem like you’re not making progress and you might start to lose interest. Don’t give up! Keep searching for dates. You’d be very lucky to find a date in the first few weeks of signing up to a dating website and you need to put in the time to get the results you want. 

Tips for when you’re on a date

After chatting to people for a while you’ll eventually decide to meet up and go on a date together which can be quite nerve wracking. We’ve got some top tips to keep your cool.  

Dress to impress: What to wear on a date can be hard to judge. Our advice would be to first think about the event – are you going to be having dinner or going out? Is the venue formal or casual? Thinking about your destination can really help guide your decisions. For more advice, read our dating advice on what not to wear on first dates.   

Groom appropriately: When grooming its key to know your strengths. If you can grow a beard and have luscious facial hair then a little man fur might not be a bad idea. However, if like many men you struggle to grow a magnificent mane then we’d suggest going for the clean shaven look.

Re-read their dating profile:   Before you go out it might help to have another look at your date’s match.com online dating profile. Doing this will give you a good idea of your date’s interests – where they like to go on holiday, what they like to read, their favorite films etc. These can be used as a starting pointing for the conversation to avoid any awkward silences. If your brain goes blank when you’re trying to think of your revision, then try having some pre-set icebreaker questions that you can call on.

Enjoy yourself:   So you’re looking great in some dapper clothing, you’re armed with conversation starters and you’re ready to head out. Our final advice is to relax and enjoy yourself. Even if they end up not being the one, you would have met someone new and gained a bit more experience in the gay dating world. 

If you’d like to look at the piece online then please go to the link below:

https://uk.match.com/pages/advice/lifestyle-dating/gay-dating-and-lesbian-dating/gay-dating-everything-you-need-know-if-youre-back-prowl

11 | P a g e

4.0 WordPressDuring my time at University, one of my projects was to construct a website for a luxury villa in Tuscany. Below are some screenshots and the link to the website.

Why not take a look at the site yourself: https://morganshiddenholidays2014.wordpress.com/

5.0 MailChimpWhilst in my current position I highlighted that the company was missing out on an opportunity to target current customers using direct mail tools. The one which I am most familiar with is Mailchimp so below are a number of email campaigns that I sent to varying segments of our Mail list.

12 | P a g e

13 | P a g e

One of the main issues I faced when I joined Ultralife Nutrition had terrible SEO. However I understood how important product reviews are for maximizing SEO, so I sent this email campaign to our email list and the response was excellent. We moved from the third page on Google to the first for a number of searches.

I often used Short term voucher codes to try and drive sales in products which we struggled to sell usually. Here are two examples of emails that I distributed to segments of our email list.

6.0 Exhibition Stand During my time at Ultralife Nutrition, I was also in charge of the planning and implementation of our stand at the 2015 Pharmacy Show. I was in charge of everything from the design of the stand all the way through to distributing roles to the members of staff who were attending. Below are some images of the stand.

14 | P a g e

15 | P a g e