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Experience & Capabilities Snapshot
Citation preview
Brooke Nelson Christman
Experience Snapshot1998 - 2009
Key Strengths amp Capabilities
Identifying amp Negotiating Strategic Alliances
Building Excellent Internal amp External Relationships
Influencing amp Managing Cross-Functional Teams
Successful Retail Channel Understanding amp Activation
Identifying Volume Driving Opportunities
Big Event Activation (In-Venue amp Trade)
Innovative Consumer Promotions
Supplier amp Agency Management
Media Negotiations amp Partnerships
Timely amp Direct Communication
2002 2004
200320011998
1999
2005 2006
H2OK
2007
2000
BrandPackage Launch Involvement2008
Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such
as bar night clubs health and hospital
2001 2004 2005 2006 2007
2002
Property Management amp Activation
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Key Strengths amp Capabilities
Identifying amp Negotiating Strategic Alliances
Building Excellent Internal amp External Relationships
Influencing amp Managing Cross-Functional Teams
Successful Retail Channel Understanding amp Activation
Identifying Volume Driving Opportunities
Big Event Activation (In-Venue amp Trade)
Innovative Consumer Promotions
Supplier amp Agency Management
Media Negotiations amp Partnerships
Timely amp Direct Communication
2002 2004
200320011998
1999
2005 2006
H2OK
2007
2000
BrandPackage Launch Involvement2008
Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such
as bar night clubs health and hospital
2001 2004 2005 2006 2007
2002
Property Management amp Activation
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
2002 2004
200320011998
1999
2005 2006
H2OK
2007
2000
BrandPackage Launch Involvement2008
Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such
as bar night clubs health and hospital
2001 2004 2005 2006 2007
2002
Property Management amp Activation
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Energy Health amp Wellness CategoryMajority of these non CSD drinks were sampled and targeted at on-premise accounts such
as bar night clubs health and hospital
2001 2004 2005 2006 2007
2002
Property Management amp Activation
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Property Management amp Activation
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Retail amp QSR Channel Partnership
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Strategic Alliance Partnerships
Personally InitiatedBig Event Activation
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Promotional Packaging Examples
12 oz cans
Shrink Wrapped PET
12 amp 24 packs
20 oz amp 2 liter labels
12 wrapped bottle Cups
Glass bottles amp carriers
Coffee Bag
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Local Market CalendarsDeveloped local market calendars that reflected brand volume driving strategies that
supported national brandmarketing platforms Responsible for reviewing amp obtaining bottler amp marketing property approval for each concept
National Platforms
Local Packaging
Local Initiatives
New Products
Media Added-Value
Media Merchandising
College on-campus
Included recaps of contractual commitments (packaging amp
media) amp marketing inventory are reviewed with bottlerrsquos sales team amp Key Accounts
team to discuss marketingsales incentive
opportunities
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Logo
All branding elements of Crimson Cup were refreshed and re-launched to represent the brand appropriately Consistent messaging and visuals were achieved which
resulted in increased availability amp brand recognition
Old logo had to many variations and lacked consistency
New logo direction when I started my job Did not fit company
culture amp to close to competitors
Final logo I developed which represents updated version of old as well as refreshed look
Objective to communicate that crimson Cup is two words has been solved by color blocking
the two wordsPrevious agency amp marketing team did not look at any competitive analysis
PackagingOld packaging was made to be placed in coffeehouses and did not fit retail store shelves Look amp messaging was outdated for future targeted customers
I spent months doing competitive analysis and looking at packaging creativemessaging trends New packaging fits on shelving amp has been placed in Kroger amp Whole Foods
ldquoCoffee + Communityrdquo tagline features the word ldquounityrdquo
emphasized in red implying a sense of being one amp supporting
our communities
Managing Re-Branding at Crimson Cup
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Website
Hot amp Cold Cups NewsletterRefreshed look and messaging to tell the Crimson Cup story to consumers
Refreshed look to make it more appealing and made content pop by adding more visuals and less words
Created brand new look and feel to the website More visuals and less copy to engage the consumer Added a customer portal feature which integrated customer networks for ordering amp account information
Retail Kiosk
Lead the branding amp design elements of a Kiosk placed in Kroger Customer and consumer feedback was great
Managing Re-Branding at Crimson Cup
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Defining Brand Merchandising amp Execution Standards
Managed special projects for the National Marketing Asset Team amp developed a ldquoStandards Handbookrdquo which was a priority for the system It features how a college campus should be
merchandised amp executed Handbook currently utilized throughout the country
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Responsible for supporting marketing initiatives for four Kroger KMArsquos
1 Great Lakes ndash 266 stores 3 Cincinnati ndash 109 stores
2 Central ndash 148 stores 4 Midsouth ndash 99 stores
Focus is to design Volume Driving programs that generate incremental displays cases on displays ad activity and locally relevant consumer engagement Managed budgets creative developments sell-in assistance regulate execution compliance redemption reports etc
Tools Initiative examples
Catalina Coupons
Smart Source
ROPs
Custom Ads
Custom POS
Dealer Loaders Incentives
622 stores
ConsumerRetailer Rebates
Stock-Ups
Consumer Promotions
Custom Merchandisers
Retailer Ad Tool-kits
Kroger Marketing Involvement
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Strategic Alliance Initiative Prior to the Tab energy launch I reached out to Innovation VP and presented my concept
of utilizing the Junior League organization as a partner to help us launch the brand as their members are market-place female influencers With a budget of $100000 I was able to
execute a national partnership that resulted in successful results for Tab energy
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Strategic Alliance Initiative
Key Call-OutsPersonally Initiated negotiated amp coordinated
within a five week window
300 TaB energy sampling kits distributed to 292 local leagues in North America
29352 samples (1223 cs) to Key Influencers at launch date
Activated two Regional Conventions amp National Convention via sampling amp merchandise
Provided a $30000 ldquoLeadership Development Awardrdquo to the AJLI which four local leagues won as a grant
Received National AJLI Publication Coverage on our brand and support
Within 5 weeks coordinated 300 sampling kits
sampled over 29000 units and engaged our brand
With over 45000targeted consumers
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Develop volume driving amp brand
building concept that will engage targeted consumer Concept based on consumer retailer competitor
environment
Present the concept to
1 upper management
2 the bottler and 3 customer For funding
approval
Create Project Briefand receive approval from Brand Team as well as internal legal
on brand compliance
Share Creative Brief with creative
agency and packaging suppliers
Timeline amp budget is agreed upon
bullManage creative process
bullSecure prize pool Determine fulfill-
ment option
bullFinalize rules amp obtain 1-800
Work with CCE distribution on
forecasting volume amp placing orders of
sustaining vspromotional
packaging for promotional period
bullSecure media partner
bullObtain POS quantities from sales
centersaccounts
bullDevelop incentive structure
Present program details volume
goals and incentive program to individual sales
centers
Perform market visits in the trade
to confirm compliance
Notify winner if applicable and
coordinate prize pool
Recap results and capture key
learnings to share
Promotional Execution Management
EXECUTE
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Big Event Activation ndash NCAA
Game Day Highlights
6 am Jan 3rd
Coca-Cola cans are produced in
Cincinnati OH Cans sent to AZ on Delta Dash at noon EST
1245 am EST Jan 4th
Coke can is on ESPN during the Press Conference ndash
donrsquot they look good together
Campaign OSU National ChampionsI am the program lead managing cross-functional departments to ensure in-market
timing and execution excellence
1215 am EST Jan 4th
Coach Tressel and his Buckeyes received Fiesta Bowl Trophy
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Multi-ChannelGrocery 200+CampP 150+on-campus (OSU)in-venue (Fiesta Bowl)
activation successful achieved throughout Ohio
CreativityCustom packaging amp POS
Both developed prior event get in market immediately
Custom vending program on 184 machines
Creative way to get can to stadium amp in PressLocker rooms
Multi-MediaRadio CoverageTV CoverageNational amp Regional
Newspaper coverageExposure to 5254245
consumers
Big Event Activation - NCAAActivation RESULTS
Results Snapshot
Incremental 140000 cs lift100 increase volume in 6pksIncremental 250+ displaysIncremental 9+ ad featuresGP up $110 per cs ndashvs- normal 6
pk pricingFree PR Value received $50000 +
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Big Event Activation ndashSuper Bowl
Energy portfolio
growth was 326 MTD
in Feb
Part of the Coca-Cola North America team that activated the 2006 Super Bowl which was a Pepsi event
Full Proximity Marketing plan was executed around central Detroit which grew our energy portfolio 326 for February
Mobile Sampling Tours distributed over 30000 cans of Vault Full Throttle amp Rockstar in 3 day period
Hawaiian Tropics girls utilized in 24 barnigh club accounts tosample and engage brand with consumers within 5 day period
12 radio station on-air promotions executed valued at $156000
Gained 350 new shelves amp 219 new countertop cooler placements
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Commemorating Events Tool-Kit
Collegiate amp Professional Sports Tool-kit with approved packaging POS merchandise truck backs print ads and Press Release templates Guide outlines key
people key timing and expected financials associated with various initiatives
I won 2nd place in the country for my OSU National Championships Activation plan amp was requested to document it
therefore providing a guide for our system
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Athlete Endorsement amp ActivationMaintained amp built relationships with key local ldquocelebritiesrdquo Packaging POS and merchandising
elements were utilized which drove market share and built brand awareness Identified Kirk Herbstreit to be excellent opportunity to partner with for the POWERade brand in the
college channel Negotiated with Mr Herbstreit amp his attorney for two months and we identified great opportunities Coca-Cola Company purchased Glaceau so maintained his endorsement with that brand
Jalen Rose Indiana Pacers
Steve YzermanDetroit Red Wings
`
Tiger Woods Foundation
OSU Coach Jim Tressel
OSU Coach Thad Matta
Kirk Herbstreit
John SallyESPN Game Day Super
Bowl activation
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
DASANI Sensations (2006) ndash 27000 OH amp MI and 12000 via Sodexho
DASANI Plus (2007) ndash 18400 in OH amp MI and 12000 via Sodexho
Caribou (2007) ndash 32000 samples during 3 week period
Full Throttle (2006) ndash 22 days in Region 54000 cans
Coke Zero Road Jam - (2005) ndash 5100 cans sampled
Vault (2005) ndash 22 days in Region 54000 cans
Coke Coca C2 - (2004) ndash 5100 cans sampled
Coke Lime amp Sprite Remix Aruba Jam (2005) ndash Lead for the Division ndash
32000 samples during 3 week period
Sprite Re-Mix - (2004) ndash5100 cans sampled
Minute Maid Lights - (2002) ndash12000 cans sampled
Mobile Tours amp Brand Ambassadors
Coke My Coke Rewards (2006) ndash Sign up 32000 consumers for MCR
Division lead for the majority of the tours to ensure communication financial approval and account leverage were executed
Vanilla Coke (2003) ndash 32000 samples during 3 week period
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Web Based PromotionsLocalized the national My Coke Rewards platform which is a web based consumer
promotion tied to collecting points from consuming Coca-Cola products Executed in Midwest key time period tied to college football
Negotiated with local partners for locally relevant prize pool Obtained 26 free prizes valued at $20000+
Tied in Coachtresselcom which linked into MCR website and drive traffic throughout promotional period
Kroger was key retailer providing thematic displays and in-ad mentions as well as providing double points for MCR via Catalina coupons
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
OSU Football Guide Ad
Campaign ldquoLegends of the Shoerdquo Bobbleheads
Key Call-OutsWorked with OSU to influence their key retail sponsors to execute this concept during football season It allowed for one major market campaign verse individual smaller promotionsIntegrated three Coca-Cola consumption packages as a required purchase to receive discounted offer
1Convenience Speedway amp Coke 20 oz2 Grocer Kroger amp Coke 12pk3 QSR Donatos amp Coke 2 liter
Custom packaging POS in-store displays football ad and TV and radio spots were utilizedGained 70 incremental displays at Kroger which generated a 47 increase vs prior Received In-ad placement and front lobby displays in 46 stores during six week period
Kroger circular ad amp in-store POS
Consumer Promotion Sample
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner
Consumer Touch Points Example
Donatos Boxtopper
Custom POS
Custom Packaging throughout Ohio
Scratch Card Game Piece ndash
seeded inside 12 packs
Car Display at Football Game
Negotiated with Account Partners for prize pool
Media Partner