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Director of Corporate Marketing, Creative Converting
Touch of Color Brand Relaunch
_____________________________________________________________________
When Converting, Inc. and CEG
merged, each company had its own
disposable solid color tableware
program. The challenge was to bring
the best of each of these programs
together to create:
• one, new offering that would be the best in the industry
• provide real advantages compared to competitors’ programs
• offer retailers the tools to invigorate their solid color sales
• reassure customers and sales team the new Creative Converting was committed to service and helping them succeed
Every facet of the program met that challenge:
• Fashion-focused brand identity and packaging resonates with female consumer and creates best value perception
• Largest, best color offering in the industry
• Greater depth and breadth of product line
• Exclusive solid color and complementary print coordinate offerings
• Return to quality in color match, napkin embossing and plate printing and forming
• Tablecovers Made in the U.S.A.
• Dynamic merchandising support program reinforces brand identity and allows for organized, attractive presentation at retail
• Comprehensive, upscale marketing communications and sales training tools
Touch of Color Brochure
Touch of Color Brochure Cover
The Touch of Color brand
relaunch required a complete
new set of marketing
communication tools as the
first introduction from the
recently merged Creative
Converting.
It was crucial that each
element of the program
reinforced the new fashion,
quality brand position and
clearly depicted the scope and
endless mix and match
possibilities the new Touch of
Color program offered.
Touch of Color Brochure
Touch of Color Brochure Inside Cover
A full color, photographic brochure separate from other product catalogs showcased the Touch of Color brand in a unique and compelling combination of dynamic images and personal, benefit- oriented messages.
Designed as a dual-purpose sales tool and customer communication piece, the brochure provided a comprehensive and effective single source for information.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
Merchandising Support
A complete merchandising
program of large point-of-sale
signs, color-coordinated
channel strips for retail fixtures
and plastic plate and napkin
merchandising trays further
reinforced the Touch of Color
fashion, quality brand position.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
Product Presentation Box
In the past, napkin samples
were stored and presented in a
clear plastic bag; hardly the
appropriate vehicle for the new
Touch of Color brand relaunch!
A stunning napkin presentation
box was developed as a direct
mail piece to sample product
with key customers.
The box also provided the
perfect vehicle to transport,
display and show the complete
38 color program.
Design: Convergent Marketing, Inc./A2Z Design
Photography: 44, Inc.
PowerPoint Presentation
Sales training and key account
presentations were conducted
using tailored PowerPoint
presentations for each
audience.
I developed and used this
series of presentations for on
site one-on-one and group
meetings, as well as an online
webinar with independent
sales representatives.
Director of Marketing, Converting, Inc.
Special Occasion Brand Management
_____________________________________________________________________
The Special Occasion brand was created to
offer the independent party retailer a high-
quality, premium alternative to disposable
tableware sold in the mass channels. A
reputation for success with superior solid colors,
unique designs and innovative new products led to
a major expansion of the brand over the last decade.
Consumer research was a cornerstone of all
product and design development. A category
champion process I introduced placed a
continuous focus on trend and lifestyle. The
following slides illustrate the Special Occasion
brand position and recent program introductions.
• Developed three-year enhanced product plan to
increase SKU count by 30% to support major
growth initiative in the party channel
• Incorporated voice-of-the-customer into decision
making through extensive consumer research
and frequent communication with retailer advisory
and regional sales team panels. This unique
combination ensured sell-in to the retailer and
sell-through to the consumer
• Led Refiner New Product Development team.
FY ‘06 launches represented 7.5% of total sales;
FY ‘07 10.2%
Special Occasion
Seasonal Introductions
Three times each year new product lines were developed and then introduced to the market through the Special Occasion catalog.
Each catalog portrayed high-quality, fashionable disposable tableware as the convenient and affordable alternative to permanent products.
Gorgeous lifestyle photography and feature-oriented copy reinforced the premium brand position and served as a powerful sales tool.
Photography: 44, Inc.
Special Occasion Holiday 2008 Catalog
Spring 2008
Solid Color Introductions
New solid color introductions in
disposable tableware follow
apparel, home décor and
housewares trends. A
successful solid color program
continually evolves to meet
consumers’ needs and wants.
Feature/benefit selling points
help retailers and salespeople
understand and explain why
each season’s “must have”
colors belong on their shelves
and in their customers’
shopping carts.
Everyday 2008 Napkin and
Small Plate Introduction
A new upscale program of
fashion-forward napkins and
small plates was introduced
with a differentiated catalog
presentation.
Key findings from trend
research led to the
development of this product
line and were incorporated into
consumer-focused copy. Page
design used a warm color
palette, a more sophisticated
font and clean product
photography to showcase the
new program.
Holiday 2008
Kids’ Table Introduction
Bringing the voice-of-the-
customer into new product
development and marketing
communications was
important in lending credibility
to new introductions.
The universal experience of a
separate table for the “little
ones” to sit at during the big
holiday meal was the
foundation for the Kid’s Table
introduction, which included
child-friendly activities,
wearables and décor.
Thank you for viewing my Career Portfolio and learning more about
my marketing experience. Inquiries regarding career opportunities,
consulting offers and expertise requests are welcome and may be
directed to me at:
Susan List
Home: 715-823-5991 ∙ Cell: 715-250-2082
suelist@charter.net ∙ www.linkedin.com/in/suelist
810 Riverview Lane ∙ P.O. Box 102
Embarrass, WI 54933
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