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Transcript of Marketing projects
© 2013 Melissa Vidakovic
MELISSA VIDAKOVICMarketing Portfolio
HOLISTIC CAMPAIGNAlignment of marketing, sales, professional services
Content driven / Customer focused
Multi-phased, nurtured sales/buying cycle
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN KEY OBJECTIVE
Increase thought leadership and brand identity in the Fashion/Apparel market.
STRATEGY Create a content driven/holistic marketing campaign centered around a pain
point that engages clients in a conversation with Lectra and repositions the company as a thought leader on this topic and in the Fashion/Apparel space.
GOALS Define pain point: Color in the Design process Leverage relevant partners: Pantone/Xrite, 24|Seven Increase consulting engagements for color management and engage clients
on new projects Leverage strategy to launch social media pilot to further reinforce Lectra as a
thought leader in the Fashion/Apparel space.
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN PLAN
Develop White Paper with Solution Expert – Minimum Fuss, Maximum Organization: Optimizing Color Managed Print Processing for High Volume Output, Fashion and Textile Design
Extract content for multi-touch points: Color Management Guide – imitate pantone swatch-book (direct mail
piece/email content/social media content/giveaway) Pantone Color of the Year Postcard (direct mail piece/email
content/social media content/giveaway) Create & Conduct Webinars
Optimizing Color Managed Print Process (Joint Webinar) Pantone Spring/Summer Color Forecasts (Joint Webinar) X-rite Capsure Color Device Color Principles Webinar Importance of Color in Design
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN
PLAN CONTINUED Submit abstract and present whitepaper topic at industry event Host Color Management Workshop at 24|Seven Social Media Pilot - Twitter Press Release – Live Event / Media Outreach for articles Color Management Consulting Collateral Host Design and Color Seminar
At Parsons School of Design – Project Runway space Panelist discussion – Pantone, 24|Seven, TC2, JCPenney, Wal-
Mart, Victoria’s Secret, LaSenza-Limited Brands, Parsons
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN – CONTENT EXAMPLES
Whitepaper: developed with solutionexpert; fueled further content.
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN –CONTENT EXAMPLES
Color Management Guide: mimicked pantone swatch-book, multi-purpose content use.
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN – CONTENT EXAMPLES
ConsultingAssessment Collateral:sales/client toolto definecolor managementconsulting/assessment process,set customer and service expectations.
© 2013 Melissa Vidakovic
DESIGN & COLOR CAMPAIGN
RESULTS Over 70+ attendees at Design and Color Seminar with live
Panel Increased consulting revenues and days booked by 50% Engaged 10 new client projects Social Media Pilot laid the groundwork for @LectraFashion
Twitter and Lectra Fashion Blog - Fashion Affair. Change in conversation from commercial to client concern;
took thought leadership position.
COLLATERALTargeted content
© 2013 Melissa Vidakovic
RADIOLOGY FLYER – TARGETED MESSAGE
CUSTOMER TESTIMONIALSReference tools to editorial content
© 2013 Melissa Vidakovic
CUSTOMERTESTIMONIAL:
New York &Company – interviewed,wrote,and secured finalcustomer approvals.
© 2013 Melissa Vidakovic
CUSTOMER TESTIMONIAL:NEW YORK & COMPANY CONT’D
© 2013 Melissa Vidakovic
CUSTOMER TESTIMONIAL TO ARTICLE:
La Jolla Group –interviewed CTO, edited final story; in combination withpress release, pitched to media.
Testimonial Articlein Prime/TudorRose,a Microsoft Publication.
© 2013 Melissa Vidakovic
ARTICLE SNAPSHOT
PRESS RELEASEWriting, editing, distributing – media lists/wire
© 2013 Melissa Vidakovic
PRESS RELEASE – COMPOSITES 2010
BLOGFrom direction to securing and writing content
© 2013 Melissa Vidakovic
BLOG
CSI Saysunpublishedarticle –“CombiningTechnologyWith Big DataFor ImprovedHealthcareDelivery”