BRANDING: Design a new logo and develop a new tag to appear on all collateral, events, and communications. Letters were hand created with the grid above and the tag “Continuing to bring you the best” builds on the business’ 25-year history and its future. Download presentation via the link below.
BRANDING IN PRACTICE: To establish a consistent look, tone, and voice across B2B and B2C platforms, a standard sales bar appears at the bottom of every ad and sales sheet. The above image is an industry co-op advertisement developed with the manufacturer. To align ECN with the vendor, the line: A Part Of The ECN Family Of Quality Products underlines each vendors logo followed by the call to action. This statement of inclusion is imperative to altering our public image.
B2B & B2B COLLATERAL: For the sales and informational sheets, we establish the line “A Part Of The ECN Family Of Quality Products” to relate pride and a sense of partnership with both the manufacturer and customer. To support our sales efforts and encourage our customer’s sales, we tightly bound our social media to the branding strategy using #ecnfamily or appropriate #ecnexclusive. Note a specific challenge arises when we go from a B2B arena to a B2C platform. These messages are different; for businesses, the sales incentive might be a free display, and for the end-customer, it is the main benefit of the product. With a strict template in place, ECN can easily transition.
Marketing Director
EAST COAST NEWS
ECN is the only full-line distributor of the industry's largest brands, stocks more than 25,000 products, and represents more than 150 of the most sought-after brands.
VAN NUYS, CA / JAN - MAR 2020: Worked remotely as the Marketing Director for this distributor to refresh the brand celebrating 25 years in business to include new logo design and an advertising campaign. Lead a team of designers and work with the sales team to develop collateral for a vast catalog of over 200,000 products from more than 250 of the industry’s best manufacturers. Working with the manufacturers to create a variety of marketing strategies, from co-op advertising to social media contests, that increase brand awareness, and sales.
Specific Responsibilities:
Art direction to include managing the art department and the workflow.
Work directly with vendors to create digital/print assets to increase sales.
Event, trade shows, and product education concept, design, and management to produce booths and collateral for both B2B and B2C audiences.
Develop and generate all PR and Advertising
ADVERTISING: Introduced the logo to the public, presenting advertisements placed in national trade publications. Part of the marketing strategy was to create a softer voice to help alter the perception that a big company could not be personal. In our ads, we stressed the importance or our vendor and customer relationships. To illustrate this, I worked with vendors to develop co-op advertising that supported our vendors’ branding while promoting our new identity.
EVENT MANAGEMENT: Concept and develop event booth working with both the venue and booth builders. Develop collateral and giveaways for trade shows. Design invitations for events, event promotions, and sales updates. Manage multiple weekly email campaigns for vendors, the sales team, and customers. Develop and design the corresponding brand for our educational materials and our sister company, IVD.
This page reflects only a small part of my efforts with ECN. Besides working directly within management, I managed the workflow of a team of writers and designers.
Daily efforts include:
Work with the team to produce monthly press releases, industry articles, and web banner advertising to promote product sales.
Develop ECN business collateral: business cards, stationery, and email signatures.
Working with artists to establish weekly vendor and sales communications as sales sheets, email, and text campaigns.
Download:
NOTE ON COVID:
The work on this page reflects a three month period of time. Since the 2020 California lockdown this endeavor has been put on hold.