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PROMOTIONAL MARKETING EXCELLENCE
TERRENCE ATKINS1 BARBERRY MEWS • MEDFORD, NJ, 08055 • 609-668-5523 • atkins.terry@comcast.net
PROMOTIONAL MARKETING EXCELLENCE
Creativity Promotion Strategy and Tactics Building High Performance
Teams
SUMMARY OF QUALIFICATIONS
Highly creative expert in consumer promotion and integrated marketing communications. A proven track record of creating strategically integrated big ideas that build long term equity, maximize return on marketing investment and drive profitable growth. Expert in promotion strategy and program development and experienced in marketing services, licensing, public relations and shopper marketing. Skills and experience earned from Fortune 500 iconic company recognized for marketing excellence. A highly effective team leader who creates a collaborative team culture built on a foundation integrity and trust.
Contract Negotiations and Relationships Creating Direction and Execution Deliver Outstanding Results
STRENGTHS AND SKILLS
PROMOTIONAL MARKETING EXCELLENCE
PERSONAL VISION
Support a marketing and sales culture that breeds and drives strategically
integrated big ideas that create consumer and customer demand
to build long term equity and drive profitable growth.
PROMOTIONAL MARKETING EXCELLENCE
FSI Couponing
Cause Marketing
Sweepstakes Affinity Marketing
Consumer Relationship Marketing
In Store Marketing
Licensing
PublishingLoyalty Marketing
Event Marketing
PROMOTIONAL MARKETING EXPERTISE
Contest
In-store CouponingSponsorship
Sales Incentives
Media Buying
Merchandising
Direct Marketing
PROMOTIONAL MARKETING EXCELLENCE
PROVEN NEGOTIATOR AND RELATIONSHIP MANAGERThe experience and expertise to negotiate favorable contract terms and
conditions with industry icons and manage those relationships to deliver much more than the contract requires.
PROMOTIONAL MARKETING EXCELLENCE
ACCOMPLISHMENTS
PROMOTIONAL MARKETING EXCELLENCE
STAMP OUT HUNGER
Objective: Increase Volume by Driving In-home Consumption Through Pantry Depletion and In-store Display Merchandising.Secondary Objective: Support Company's’ Mission of Nourishing Peoples Lives Everywhere, EverydayResults: One Billion Media Impressions, Double Digit Display Increase, A Record 73 Million Pounds Of Food in Just One Day
Worlds Largest Single Day Food Drive
•Mobilizing 230,000 Letter Carriers•Over 120 Million Direct Mail Postcards•Over 35 Million Circulation Magazine Ad•On-line Marketing•TV Public Service Announcement•Social Media•Courteney Cox and David Arquette - Spokespeople
35,000,000 Americans
are at Hunger Risk
PROMOTIONAL MARKETING EXCELLENCE
PROMOTIONAL MARKETING EXCELLENCE
ADDRESS YOUR HEART
Objective: Increase Awareness, Trial and Consumption for Campbell’s low sodium, heart healthy products.Secondary Objective: Support Company's’ strategy to trade consumers up to higher levels of wellness, quality and convenience.Results: One Billion Media Impressions, Double Digit Display Increase,
•$ 1.8 million donation to fight heart disease•30 day ABC daytime soaps media integration•Print advertising•On-line engagement•Workplace employee engagement•Nicole Miller exclusive dress design
PROMOTIONAL MARKETING EXCELLENCE
ART OF SOUP
Objective: Drive Awareness to New Label Design and Deepen Consumer Engagement with the Brand.Results: 500 Million Media Impressions, Over 10,000 Original works of Art,
OVER 10,000 ORIGINAL WORKS OF ART CREATED BY CONSUMERS
PROMOTIONAL MARKETING EXCELLENCE
SOUPERSTAR FANTASY
Objective: Improve soup relevance among kids and increase volume by driving in-home consumption through kid demandResults: Base consumption grew +5%, Shipments +6.3%, 14 of 15 soup attributes perceptions increased significantly (Arbor study), 61% of kids reported that the promotion really made them want to eat soup
10
2.5 MILLION UNIQUE KIDS VISITED MYSOUP.COM FOR
SOUPER STAR MANSION, THE 5TH MOST POPULAR KID WEBSITE
•Promotional TV•National FSI w/ Coupons•Over 100 Million Specially Marked Cans•Print advertising•On-line engagement•Point-of-Sale
PROMOTIONAL MARKETING EXCELLENCE
Objective: Create incremental trial and awareness- Link consumers at the retail point of purchaseSecondary Objective: Touch households with children; provide wholesome, family entertainment - Enhance Campbell Soup Company and Retail Partner’s ImageResults: 3.4% sales increase for Campbell’s R&W soup and over 300 Million PR impressions. Negotiated $2Milllion is savings
GO FOR THE GOLD
•Olympic TV Advertising•National FSI w/ Coupons•Over 150 Million Specially Marked Cans•Print advertising•Point-of-Sale•Souper Parent PR Event•Olympic Experience Sales Incentive•Sarah Hughes – Campbell’s Spokesperson•Collectors Mug Offer- Generating $500,000 in donations
PROMOTIONAL MARKETING EXCELLENCE
NEW!Website
NEW!Merchandising
NEW!Consumer Advertising
The biggest renovation in LFE’s 37 Year HistoryNew Look!, New Partnerships!, New Features!, Better Values!
NEW!Merchandise Catalog
Better Value!Better Value!NEW! Partners
LABELS FOR EDUCATION
Objective: Improve school coordinator engagement and participation in school registration and label collection . Win Back-to-SchoolResults: Increased school registration +18%, label redemption +3% and top tier customer support at 70% ACV – 12,000 stores for BTS
Renovating the Longest Renovating the Longest Running Loyalty Running Loyalty
ProgramProgram
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