portfolio samples 1 of 2 - k. kralovic
TRANSCRIPT
Product launch campaign for Reinvented Dayton Daily News
Outdoor boards, print ads, web site strips and banner ads. Campaign also included B2B materials, retail radio, broadcast radio, retail POP, direct mail, a viral game, event tie-ins, search/gobo light announcement, and push-HTML emails. Each ad illustrates one of four goals of the campaign (gleaned from consumer insight) of what was desired in a new newspaper. These include: to be different than a typical paper (revolt), to give information that can be used in conversations (reignite), to educate (retool), and to challenge thought processes (rethink). Teaser campaign launched three weeks prior to rollout, and results were strong – over 75% total market awareness of the campaign within 30 days of rollout. Subscription close rates, retail purchases, and ad placements all spiked dramatically!
Co-branded marketing for the Springfield News-Sun web site and Yahoo!
Banner ads, sales kit materials, print ads, and direct mail pieces announcing Cox’s partnership with Yahoo!
College web site connecting Southwest Ohio college students from Sinclair University, Wright State University, and the University of
Dayton together – called SWOCOL (Southwest Ohio Col). Examples of e-mail blasts, premium item designs, campus and retail point of purchase items, and banner ads placed on college splash pages
Corporate B2B materials -- media kit with folder, leaflets and market book containing information on 12 markets and over 20+ brands, as well as
exterior and interior building design (with welcoming video). All reinforce Cox’s
state-of-the-art media expertise
Click on above box to watch video loop created to welcome customers to Cox Ohio Media Center
Subscription campaign to encourage credit card and direct draft payments. Campaign consisted of direct mail postcards,
banner ads, push-HTML emails, direct mail pieces, print ads, radio and television commercials
Click on above box to watch three TV campaigns from Cox. First three are from a campaign to drive web site visits to an employment (job seekers’) web site; second three are from the subscription campaign (shown here); and the third set is from a campaign to drive page views for a local news web site (DaytonDailyNews.com).
Highlights of Background 25+ years of experience with a BBA in Marketing and an MBA in
Leadership Studies 10 years in overall marketing/PR/communications department and
brand leadership Insight/research/competitive intelligence leadership in four
industries Consulting/agency experience, including prospecting and account
development Product/brand development in four industries Sales development/support in three industries, including CRM Heavy civic and industry involvement. Versed in high-level/Board
presentations B2C and B2B marketing experience Industries: consumer services, CPG (pet food), multimedia
publishing, community institutions, health insurance, nonprofits, strategic planning (with an emphasis on hospitals, CPG, retail/restaurants, manufacturing, and higher education)