C.Hansen.Folio.2009(2)

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copy

Carla Hansen / portfolio

branding : : advertising : : online marketing : : direct marketing

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Health care, telecom, technology and credit cards – to name just a few. Those are some of the categories Carla Hansen has written for over the past 14 years.

With experience grounded in direct and integrated marketing, her most recent work at Draftfcb was for United HealthCare products endorsed by AARP. This included both acquisition and customer communications for two lines of business.

Before that, Carla was lead writer for the direct & interactive division at Margeotes Fertitta Powell, executing all work for SunCom, a regional telecom. Frequent client contact meant Carla was able to hone her presentation and client skills even further.

The whole telecom connection started at G2 direct & digital, formerly Grey Direct.She was a member of the creative team for BellSouth’s large and small business units – and pitched in on projects for the Chase credit card business. Her time at the agency also included writing for tobacco brand, Capri, where she created an entire CRM magazine wrapped in style.

Not bad for a writer whose first ad agency job was in Beijing, China.

Carla Hansen / Keeper of words. Protector of Danes

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United HealthCare is an industry leader. To bolster consumer awareness and appeal,

they garnered AARP’s endorsement for these products.

Our challenge:

To give these healthcare solutions powerful impact in a crowded category.

United HealthCare> Supplemental Insurance

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United HealthCarePrint campaign.

47 million Americans are under-insured, leaving

them with a ‘gap’ in their health coverage.

United HealthCare and AARP have joined

forces to help Close the Gap with a range of supplemental health insurance products.

Using familiar health-related symbols, these ads clearly demonstrate the coverage gap, both

visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry and a call-to-action. And unlike the norm in this

category, no stereotypical ‘happy people’ shots are used.

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Overview: 47 million Americans are under-

insured, leaving them with a ‘gap’ in their

health coverage. United HealthCare and AARP

have joined forces to help Close the Gap with a range of supplemental health insurance products.

Using familiar health-related symbols, these ads

clearly demonstrate the coverage gap, both visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry

and a call-to-action. And unlike the norm in this category, no stereotypical ‘happy people’ shots

are used.

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Overview: 47 million Americans are under-

insured, leaving them with a ‘gap’ in their

health coverage. United HealthCare and AARP

have joined forces to help Close the Gap with a range of supplemental health insurance products.

Using familiar health-related symbols, these ads

clearly demonstrate the coverage gap, both visually and in copy treatment. The mantra, Close the Gap, serves as both a rallying cry

and a call-to-action. And unlike the norm in this category, no stereotypical ‘happy people’ shots

are used.

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Special placement print ad unit:

The concept plays out into a range of executions.

This wide MD ad is designed to run across the bottom of a newspaper spread.

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Web concepts:

Online, the gap is illustrated by the use of medical situations and objects that don’t normally

have breaks in them. As the viewer rolls-over each visual, a pop-up provides relevant product

messaging as it closes the gap.

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Environmental:

The caduceus is dramatically split, creating bold, memorable imagery for gap awareness – and

the product as solution.

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Direct Mail:

Every component of the DM piece is an opportunity to portray the gap, from the copy

and type design on the OE and letter, to the pill capsule visual of the brochure.

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Premiums:

A prescription pill bottle delivering a USB port engages the viewer and rewards their action.

The Children’s Eye Foundation

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This organization sought to raise awareness for Amplyopia, a childhood condition

that can lead to serious vision problems and blindness if untreated.

Our challenge:

To educate parents about the early symptoms and to help in the diagnosis and treatment.

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Our challenge:


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Our challenge:


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Our challenge:


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BellSouth was a leader in voice technology. But for BellSouth to remain competitive,

they needed to deliver Voice & Data Solutions across all lines of business.

Our challenge:

To brand BellSouth, give it a unique look & deliver on our new tagline. Listening. Answering.

BellSouth> Large Business Solutions

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BellSouthMetro Ethernet

Target: C-level executives and IT managers

They’re challenged to communicate across platforms and applications with existing

equipment.

Approach: After driving prospects to a

landing page for data collection in Mailing #1, Mailing #2 rewards their actions.

BellSouth Large Business > Acquisition

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BellSouthNetworkers 2003.

Approach: Mailing #2, a solar port, was

hand-delivered by a BellSouth representative as a thank you gift.


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BellSouthWireless LAN.

BellSouth developed a Wireless LAN solution

specifically designed for the healthcare industry.

Target: IT managers.

Also targeted were hospital decision-makers and doctors.

Approach: A CD with testimonial

demonstrations of the LAN solution was delivered in this self-mailer. The offer included free lunch when a learning session was scheduled.


BellSouthNetworkers, annual IT trade show.

Target: Networkers is an annual technology

conference attended by IT professionals from around the country.

Approach: A range of printed pieces and

a premium were created to drive attendees

to the BellSouth booth

Results: The ‘brains’ ran out before the end

of the event ended and the positive buzz gave BellSouth the desired cool factor.

This initiative won the PBI Media award for

“Best Trade show Marketing.”

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BellSouth> Small Business Solutions

Small business owners have unique challenges. But their common need

is to derive optimal value from the service providers that help them keep working.

Our challenge:

To demonstrate the savings & simplicity of bundled solutions from BellSouth.

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Product: Local and long distance, Internet

and wireless service bundled for optimal savings.

Target: Small business customers

and prospects looking for value.

Approach: A range of creative executions

were tested, from promotional to official.

Results: The official mailings performed better

than promotional approaches, as did letters with side-by-side comparison charts.

BellSouth BellSouth Small Business > Retention

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BellSouthProduct: Local and long distance, Internet








BellSouth Small Business > Retention

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BellSouthProduct: Bundled solutions for

the healthcare and hospital industry.

Target: Hospital administrators and doctors.

Approach: High-Impact Direct Mail. For this

vertical market, we mailed a stainless steel

clipboard with the offer in X-ray form on film.

Results: While the official mailings performed

better than our promotional approaches, based on our volumes. The high-impact mailing

opened the door to more meetings enabling BellSouth representative to close better deals.


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Charlotte, NC was chosen as a test market for free wireless Internet access

in public places: BellSouth FastAccess HotSpots.

Our challenge:

Part one was to convince business owners to participate for increased traffic. The second part

was to build awareness and drive consumers into BellSouth HotSpots for free Internet access.

BellSouth WIFI> FastAccess WIFI HotSpot

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BellSouthProduct: FastAccess WIFI HotSpot.

Target: Retail business owners in Charlotte, NC.

Ideal businesses to participate include cafes,

bookstores or anywhere customers would linger and spend time on their laptop.

Approach: Sales kit.

A sales kit with Charlotte-specific map theme was

designed to build awareness of the new program and motivate participation.

Results: Calls or contracts Signed.

The program developed momentum quickly.

Over 60 contracts signed as BellSouth Wi-Fi HotSpots during the first phase of the launch.

BellSouth WIFI HotSpot > Product launch

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Product: FastAccess HotSpot WIFI.

Target: Existing customers and consumers

who would consider switching to BellSouth

Approach: In-store signage and Point-of-Sale

A bold poster and 3-way signage helped build

program awareness.

BellSouth WIFI HotSpot > Product launchBellSouth

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Approach: In-store signage and Point-of-Sale

A bold poster and 3-way signage helped build

program awareness.


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Approach: Awareness self-mailer which

included a reminder wallet card to visit

BellSouth HotSpots.

Results: Increased traffic, longer visits

Locations with HotSpots saw increased sales.


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Capri

Capri is defined by fashion, style and how individuals express themselves creatively.

Our challenge:

Capri’s style & fashion comes to life through impactful direct mail executions.

Formats engage new & existing customers through coupons & CRM programs.

CapriBranded content.

Captivate is the maglette that’s all about style,

sharing need-to-know news on fashion trends, accessories, beauty insights, home décor,

design, travel and simply surrounding yourself with beauty.

CRM program:

This engaging format reflects the pack shape and its content invites readers to participate

in a dialog of fashion & style. We consciously do not sell product in a promotional manner in this mailing. However, coupons are discretely

bound into the spine of Captivate. Coupon redemption is the core strategy of all mailings.

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CapriCapri fulfillment.

As a thank you for participating, we followed

up with consumers whose stories were chosen for future issues of Captivate.

Incentives:

In this mailing, the consumer received a set

of cards with fashion imagery supported by stylish copy, reinforcing the brand story.

Form & function:

A closer look reveals that the cards are also a calendar. They mail in a tin box that reflects

the slim shape of the product packaging.

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CapriCapri value add.

Coupons are the core strategy of our

business, but we’re always challenged to deliver more relevant content to support

the brand.

Coupons:

Using inline formats to achieve our goals, we’re able to personalize the carrier and coupons. The number of coupons,

and their value, also vary by customer.

Value add incentives:

In this mailing, the consumer received a set of cards with fashion imagery supported by

stylish copy, reinforcing the brand story.

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The Global Marketer

The Global Marketer is an online resource that puts business in touch

with the world’s most comprehensive case histories for below-the-line marketing.

Our challenge: Create event materials for the annual Diamond Awards.

The Global MarketerEmail invite for award dinner.

The stage was literally set as the event

and dinner were held at Madame Tussaud’s Wax Museum.

The banquet room and cocktail hour had wax figures staged in a variety of places.

In fact some of them were seated with our guests at the dinner tables.

Given the theme of the venue we were able to serve up invitations and event materials fitting

a Hollywood red carpet event.

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The Global MarketerAward program guide.

Simple and clean we kept the theme of the

venue integrated with the program guide.

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The Global MarketerOnline newsletter.

Folks did have fun at the event, but we also

needed to take care of business. At the event we announced the newly designed newsletter.

Separate form the website this newsletter would feature content unique to the subscriber.

They could pick and choose from a number of categories of interests based on price.

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NVC Logistics

NVC Direct is the nationwide transportation management company

dedicated to the delivery of high-value, oversized products

Our challenge:

Create an identity program for NVC. This led to the development of their website,

SEO, SEM, tagline, print ads, sales collateral, direct mail and trade show.

NVC Logistics.Logo Design.

The logo needed to demonstrate movement in two directions, since the company provides both delivery and return services.

We also created their tagline.

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When delivery is more than a destination.

NVC Logistics.Website.

The website was the first communication for us to brand an give it a look, feel and tone that is own-able to NVC.

We looked at the competitive landscape to help us differentiate ourselves.

We added flash elements that can easily be updated over time.

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click on website

http://www.mynvc.com/

http://www.mynvc.com/

NVC Logistics.Sales collateral.

By the second marketing piece you can see the

strength of the brand. Keeping a consistent look, feel and tone is important to the success of any marketing strategy.

We encouraged prospects to:

• call.• go online.

• email a sales representative

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NVC Logistics.Newsletter.

We just completed this newsletter that is used as another sales tool for reps.

Topics include:

• proprietary logistics technology.• new location.• green efforts.

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GerberLife Life Insurance

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New parents want the absolute best for their new baby – including financial protection.

Our challenge:

To attract lower-income parents to this financial product as a way to safeguard

their child’s future and also as a product to borrow against if needed.

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Approach: Print Campaign.Integration is the core of our strategy. The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone.

GerberLife

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GerberLife

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GerberLife

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Product: Gerber Life Grow-Up Insurance is a

Whole Life insurance plan that protects families as

they build a nest egg for their child’s future, or to borrow against after the first year.

Target: Parents and grandparents of children in

low to lower-middle income families who trust the

Gerber name for quality.

Approach: Package is branded by leveraging

the Gerber “Journey” TV spot for look and tone.

Results: Response increased with the fresh

visual approach & first-person voice of the copy.

GerberLife GerberLife > Acquisition mail

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Carla Hansen / keeper of words

: : thank you.

mobile: 917.608.8659

email: [email protected]

Congratulations. You’ve met the virtual version of me and my work. But it’s just a starting point. To see how I can help your team and clients, let’s have a conversation. I’ll be happy to learn more so I can jump into a freelance assignment or something more permanent.

mailto:[email protected]?subject=Let's%20talk...

mailto:[email protected]?subject=Let's%20talk...

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C.Hansen.Folio.2009(2)