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Debbie BergquistMarketing Professional
Crystal Lake, IL Email: bergquist6506@comcast.net Cell: 847-514-0323
Marketing Management
Product Management
Strategic Planning
NorthShore Care Supply - Website
Rebranding
• Launched New Website -- Rebranded for an entirely new updated look.- Improved functionality.- Upscale image.- Easier navigation.- Created Landing Pages to improve SEO.- Better eye flow across the page.- Used new header image on old site to transition
customers to the new look.
• Improved Landing Page Design -- More product category information.- Planned and directed photo shoot.- Used Google data to make product selection.
Improving Brand
New Landing Page Format
Old & New Landing Page for “Incontinence Products” Google Search
- page 1 -
Rebranding - New Website
Old Website with transitional header
NorthShore Care Supply - Website
More Product Interaction
• More Product Information -- Individual product pages, no more continuous scroll.- Multiple product images with closeups.- Drops to compare absorbency.- Product feature badges.- Popup Size and Absorbency Charts.
• Added Product Specs and Reviews - Each Product Page also contains tabs for product specs, a chance for the customer to leave a product review and a Q&A section.
• Increased Average Ticket Price - Each product page contains 10 Up-sell and Related Product suggestions to assist customers and add to the overall ticket price.
Increasing Sales
Up-sell Suggestions
Old Product Page Format
New Product Page Format
- page 2 -
NorthShore Care - Retail Package
New Product Packaging
• For Major Retailers -- Buy Buy Baby, a Bed Bath and Beyond company- Amazon
• Product Label Designs -- Used InDesign to create customer friendly package
insert labels to replace generic SKU and barcode only labels.
- Designed to meet Amazon requirements.- Multiple use suggestions for end-user.- Proper warnings.- Product images and functionality.- Barcodes for inventory tracking.
Retail Package Inserts
Manufactured in USA for:
NorthShore Care Supply (800) 563-0161 www.NorthShoreCare.com
Warning: To avoid danger of suffocation, keep plastic bag away from babies and children. This bag and the pads inside are not toys. Avoid choking risk from torn paper or plastic. Do not leave child unattended. Discard if pad is torn or damaged. Discard in waste receptacle. DO NOT FLUSH.
Underpads25Pads 17” x 24”
For Incontinence
• Protect Furniture & Bedding
• Cover Wheelchair & Car Seats
For Home
• Under Wet Boots & Paint Cans
• Catch Car Leaks
For Commercial Use
• Nurses & EMT
• Lab Bench Liners
• Antique Dealers & More
For Pets
• Training Pads
• Under Water Dish
• Bath-time Floormat
Disposable Absorbent Multipurpose For Baby
• Changing Pads
• Car Seat Protector
MODEL: 5170
Small
Diamond Quilted to channel wetness
NorthShore TMPremium
Manufactured in USA for:NorthShore Care Supply (800) 563-0161 www.NorthShoreCare.com
Warning: To avoid danger of suffocation, keep plastic bag away from babies and children. This bag and the pads inside are not toys. Avoid choking risk from torn paper or plastic. Do not leave child unattended. Discard if pad is torn or damaged. Discard in waste receptacle. DO NOT FLUSH.
For HOME or ON-THE-GO
Changing adsP
25Pads 17” x 24”
Disposable
Model 5170CSmall
Diamond Quilted to channel wetness
Buy Buy Baby
Amazon
- page 3 -
Discover/Diners Club - Branding
Global Contract Branding
• Created Training Material -- Learned new RFP- Request For Proposal software
and created all training material. - Created training binder using screen shots to walk
through the process making it easy for those who are English challenged.
- The software was designed to brand, standardize and save all proposal documents globally in one central repository.
- Using this software all proposals are branded in a standard format using a pick list of approved responses to commonly asked questions.
- The application is designed to speed up the proposal process.
- Loaded proposals to populate the database and tested the Diners Club application.
- Tested software functionality and recommended software enhancement purchases.
• Trained the Trainers -- Tested training material on key users inside and
outside the U.S.- Trained the trainers for a global roll out.
Training Programs and Sales Material
Global Corporate Card Proposal: 10 Steps to Success
10. Your Local Diners Club Team
• One Agreement covering all country programs • Signed by you, HQ Issuer, and Diners Club
International • Participating Issuers sign addendum which can also
be signed by your subsidiary • Agreement provides for consistent set of features,
global relationship manager, consistent pricing terms, incentives, and consolidated MIS
1. Corporate Card
• Used by over 110,000 companies worldwide • Acceptance at more than 19.9 MM merchants
worldwide
• 60+ local billing currencies • Corporate or Individual Liability • Central or Individual bill and payment options • 24/7 Customer Service • Comprehensive insurance coverage and travel
assistance packages • Access to 480+ airport lounges worldwide • Optional loyalty and reward programs
2. Single Source Global T&E Provider
Contact:
4. Utilization 5. Consistent Features
8. Dedicated Global Account !"#"$%&%#'(• One global point of contact supported by
multiple levels of dedicated account management on the regional and local levels
3. Best in Class MIS
6. Cash Access • Access to Cash at over 990M ATMs in more
than 110 countries • Cash Access locator accessible via computer or
mobile application • All Diners Club cards will receive a PIN which
can be used for Point of Sale Transactions and Cash withdrawal transactions.
9. How it works
Company generates accurate and relevant reports using report templates or custom
builds its own reports.
Company issues a Diners Club Card to all designated
employees and encourages them to use the card for all business related expenses.
7. System Integration Expertise
• File delivery and remittance service to your expense management system or financial system.
• Diners Club Global Vision® allows you to view, aggregate, and analyse expense data within days of posting
• Enable your Corporate Customers to: • Control expenses • Negotiate better rates • Enforce travel policy
Diners Club has the flexibility to deliver customised card art. All designs are subject to approval from you and Diners Club International.
Diners Club captures data received from Merchants for each transaction made by
corporate cardholders.
Information is available using flexible, user-friendly analysis
tools.
Diners Club - Desk Mat
- page 4 -
Leica Biosystems - eBlasts
- page 5 -
Supporting Aperio® Brand
• Project Management -- Launched eBlasts.- Print advertising.- Organized multiple projects to different target lists.- Rebranding Aperio® to Leica Biosystems.- Updating rebranded communications.
• Created eBlasts -- Created layouts for webinar announcements.- Managed lists to support different markets.- Acquired all prelaunch sign-offs.- Coordinated projects with business units.- Quickly learned ActOn eBlast software.- Launched on schedule.
Adapting Quickly To New Industries
Global Communications Marketing Manager
BWP Industries - Website
- page 6 -
Rebranding
• Before -- Home Page is a picture of the loading dock.- Limited parts information, no product literature.- Call your Rep for further information.- No pricing or online ordering.
• After -- Rebranded Home Page.- All product images & information online.- Secure Distributor login & pricing.- Check availability & order online.- PDF files of catalog, supplement, & flyers.
• Created Customer Centric Solutions - New website implements Best Practices strategy to update business image.
• Developed Supporting Literature -- Created new price list for all products.- Developed strategy to roll out new website.- Directed new product Supplements & Flyers.- Launched Distributor login registration.- Created account specific sales collateral.
Using Best Practices
Easy Product Searches
Before
After
Development & Coordination
• Directed Outside Vendors - Including package vendors, catalog production, website support, and replacement keys vendor.
• Directed Cross Functional Teams - Coordinated internal efforts in various departments including Sales, R&D, Accounting, and Procurement.
• Developed Common Size Packaging - Reduces inventory costs
• Developed Custom Clamshells - Protects odd sized heavy product when necessary
• Assigned Part Numbers - For all clamshells and card inserts to forecast inventory.
• Defined Product Category - Directed internal reports to define product line and developed most frequently used parts into retail display.
Knaack - Consumer Products
- page 7 -
Product Development Leadership
Develop Teams • Define Tasks • Meet Goals
Marketing Management
- page 8 -
Advertising Coordination
• Directed Catalog Pages - Developed strategy for parts representation.
• Created Launch Material - Created launch letters, developed Power Point training programs, trained Sales Reps and Customer Service staff, created message for email blast announcements, and directed blasts.
• Planned Trade Show Support - Participated in trade show booth and product demos.
• Directed Press Releases - Directed agency, initiated drafts, edited, and targeted trade publications.
P A I N TWhite Aerosol Touch-up Paint
For touchup on all WEATHER GUARD® White Products
Black Aerosol Touch-up Paint
For touchup on all WEATHER GUARD® black products
Replacement PartsL O C K S
EXTREME PROTECTION® Retrofit Lock Kit
Dual Locks fit current and retro fit older Cross, Saddle, Lo-Side, Pork Chop Boxes
EXTREME PROTECTION® Replacement Lock
Single Lock for Current Cross, Saddle, Lo-Side, Pork Chop & All-Purpose Chests
F I L L C A P
Fill Cap
Fits: Transfer Tanks
C A B L E S14" Cables
Fits: All standard-size steel and aluminum Hi-Sides
16" Cables
Fits: All Steel & Aluminum Super-Side Boxes except 297-3 Jumbo Super-Side. Any 18" high Underbeds, current aluminum and old-style steel.
B L I N D F A S T E N E R S !" Blind Fasteners (20)
Rigid fastening on sheet metal, fiberglass and plastic
!5 16" Blind Fasteners (20)
Rigid fastening on sheet metal, fiberglass and plastic
Fits: 121-X-01, 123-X-01, 123, 123-X, 127-X-01, 127, 127-X, R-127, 131-X-01, 137-X-01, 137, 137-X, 147-X-01, 154-X-01, 6212-5.
Fits: 117-X-01, 117, 117-X, R-117, 126-X-01, 126-X, R-126, 128-X-01, 128-X.
Fits: 114-X-01, 114, 114-X, 114-B, 124-X-01, 124, 124-X, 124-B, 134, 134-X, 134-B, 153, 153-X, 153-B, 159, 159-X, 159-B, 191, 193.
Fits: 125-X-01, 125-X, R-125, R-125-B, 135-X, R-135, 155-X, R-155.
Fits: 160-X-01, 161-X-01, 164-X-01, 165-X-01, 166-X-01, 170-X-01, 170, 170-X, 171-X-01, 171, 171-X, 172-X-01, 172, 172-X, 173-X-01, 173, 173-X, 174-X-01, 175-X-01, 184-X-01, 185-X-01, 186-X-01, 644-X-01, 645-X-01, 654-X-01, 654, 654-X, 654-B, 655-X-01, 664-X-01, 664-X, 664, 664-B, 674-X-01, 674-X, 674, 674-B, 675-X-01.
Fits: 162-X-01, 163-X-01, 166-X-01, 665-X-01, 665-X, 665, 665-B.
Fits: 116-3, 116-5, R-116.
Fits: 136-X-01, 136-X, R-136, 156-X-01, 156-X, R-156.
Fits: 116-X-01, 158-X, R-158.
Fits: 154, 154-X, R-154.
Fits: 115-X-01, 115-X, R-115, 157-X, R-157.
Fits: 165-X-01, 176-X-01, 655, 655-X, 675, 675-X, 684-X-01, 684, 684-X.
Fits: 685-X-01, 685-X.
Fits: 162-X, 162, 163-X, 163.
Fits: 165-X, 186-X, 630, 630-X.
Fits: 160-X, 160, 161-X, 161, 164, 164-X, R-164, R-164-B, 175-X, 185-X, 624, 624-X.
Fits: 174, 174-X, R-174, R-174-B, 184, R-184, R-184-B.
Fits: 176-X.
Fits: 166-X.
Ball Studs 4-PackFits all KNAACK® & WEATHER GUARD® Gas Springs
Paddle Handle Latch & Lock Kit
Fits: Older Hi-Sides, current aluminum Underbeds, older steel Underbeds
Striker Plate Kit
Fits: Three generations Cross, Saddle, Lo-Side, Pork Chop, All-Purpose Chests
!" Blind Fasteners (10)
Rigid fastening on sheet metal, fiberglass and plastic
!5 16" Blind Fasteners (10)
Rigid fastening on sheet metal, fiberglass and plastic
* Model Number
G A S S P R I N G S 2 P K
Extending Reach
Print & Electronic Media • Sales Training
Product Management
- page 9 -
Branding
• Directed Artistic Development - Coordinated ad agency and display vendor to produce branded display with consistent brand image and message.
• Developed Product Instructions - Created all package text including installation instructions.
• Directed Language Translations - Retained the services of a translation service and double checked translations with internal staff and distributors for proper industry usage of terms.
• Controlled Trademarks - Protected proper trademark usage on marketing material.
Directed Creative Production
Consistent Image & Message • Style Guides
Strategic Planning
- page 10 -
Website Strategy
• Directed Website Product Searches - Coordinated web development agency and E-Business Manager to develop replacement parts searches on websites.
• Created Product Support By Age And Model - Created all search tables that drive part searches.
• Created Product History - Developed a product history to cross reference all current parts with older model product.
• Created Product Datasheets - Produced Replacement Parts sheets for current and older product to list all available parts by product family.
• Developed Product Life Cycle Management - Produced spreadsheets that list parts by year for retirement review.
Step 1- Choose productStep 2- Choose modelStep 3- List provided
Addressing Customer Needs
Downloadable PDF Files • Customer Support
Strategic Planning
- page 11 -
Ecommerce
• Directed Outside Vendor Development - Directed front end and back end website development by key vendor for proper order fulfillment.
• Directed Internal Teams - Created a cross functional team to address proper order fulfillment, billing distributors, and order status for Customer Service.
• Created Solutions For Distributors & Consumers - Directed functionality to sell keys at wholesale pricing to distributors and retail pricing to consumers.
• Created Search Tables - Produced all search tables to match products, key types, and key codes for online fulfillment.
Using Best Practices
Easy Order Placement
Strategic Planning
- page 12 -
Sales Support
• Created Sales Programs - Initiated and launched AP-Pro Sales Program which directs end-users to distributors with the most parts in stock and on display.
• Increased Sales And Distributor Inventory - Required stocking and annual purchases to insure product support rewarded with AP-Pro designation on website.
• Created Sales Tracking Solutions - Developed reporting system to track monthly sales for Reps and Regional Managers.
• Developed Website Updates - Produced reports to monthly update new qualifying AP-Pro distributors on website.
• Established Low Cost High Value Proposition - Generated data to support end-users search the manufacturer website first for replacement parts making AP-Pro Program participation desirable.
Gaining Product Placement
Supporting Channel Partners • Growing Sales
Strategic Planning
- page 13 -
Customer Focused Product Management
• Defined Unmet Customer Needs - Fact based decision making promotes budget approval to gain resources.
• Product Champion - Product expert with P&L responsibility representing voice of the customer.
• Product Training - Trained Customer Service in U.S. and The Philippines, 30 Independent Rep Agencies with 100 Reps, and Regional Sales Managers on new products and programs.
• Competitive Research - Exceeding the competition grows product position and market segment.
Debbie Bergquist, Knaack LLC Experience
Strategic Planning • Promotions • Sales Training • Catalog • Trade Shows Product Launches • Sales Collateral • Press Releases • FlyersWebsite • Brochures • Signs • Presentations • Product Demos
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