Take a self-guided tour of my portfolio right now.

1. co Carla Hansen / portfolio
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branding : : advertising : : online marketing : : direct marketing
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2. Carla Hansen / Keeper of words. Protector of Danes
Health care, telecom, technology and credit cards – to name just a few.
Those are some of the categories Carla Hansen has written for over the past 14 years.
With experience grounded in direct and integrated marketing, her most recent work at Draftfcb
was for United HealthCare products endorsed by AARP. This included both acquisition and
customer communications for two lines of business.
Before that, Carla was lead writer for the direct & interactive division at Margeotes Fertitta Powell,
executing all work for SunCom, a regional telecom. Frequent client contact meant Carla was able to
hone her presentation and client skills even further.
The whole telecom connection started at G2 direct & digital, formerly Grey Direct.
She was a member of the creative team for BellSouth’s large and small business units – and pitched
in on projects for the Chase credit card business. Her time at the agency also included writing for
tobacco brand, Capri, where she created an entire CRM magazine wrapped in style.
Not bad for a writer whose first ad agency job was in Beijing, China.
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3. United HealthCare
> Supplemental Insurance
United HealthCare is an industry leader. To bolster consumer awareness and appeal,
they garnered AARP’s endorsement for these products.
Our challenge:
To give these healthcare solutions powerful impact in a crowded category.
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4. United HealthCare
Print campaign.
47 million Americans are under-insured, leaving
them with a ‘gap’ in their health coverage.
United HealthCare and AARP have joined
forces to help Close the Gap with a range of
supplemental health insurance products.
Using familiar health-related symbols, these ads
clearly demonstrate the coverage gap, both
visually and in copy treatment. The mantra,
Close the Gap, serves as both a rallying cry
and a call-to-action. And unlike the norm in this
category, no stereotypical ‘happy people’ shots
are used.
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5. United HealthCare
Print campaign.
Overview: 47 million Americans are under-
insured, leaving them with a ‘gap’ in their
health coverage. United HealthCare and AARP
have joined forces to help Close the Gap with a
range of supplemental health insurance
products.
Using familiar health-related symbols, these ads
clearly demonstrate the coverage gap, both
visually and in copy treatment. The mantra,
Close the Gap, serves as both a rallying cry
and a call-to-action. And unlike the norm in this
category, no stereotypical ‘happy people’ shots
are used.
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6. United HealthCare
Print campaign.
Overview: 47 million Americans are under-
insured, leaving them with a ‘gap’ in their
health coverage. United HealthCare and AARP
have joined forces to help Close the Gap with a
range of supplemental health insurance
products.
Using familiar health-related symbols, these ads
clearly demonstrate the coverage gap, both
visually and in copy treatment. The mantra,
Close the Gap, serves as both a rallying cry
and a call-to-action. And unlike the norm in this
category, no stereotypical ‘happy people’ shots
are used.
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7. Special placement print ad unit:
The concept plays out into a range of executions.
This wide MD ad is designed to run across the bottom of a newspaper spread.
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8. Web concepts:
Online, the gap is illustrated by the use of medical situations and objects that don’t normally
have breaks in them. As the viewer rolls-over each visual, a pop-up provides relevant product
messaging as it closes the gap.
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9. Environmental:
The caduceus is dramatically split, creating bold, memorable imagery for gap awareness – and
the product as solution.
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10. Direct Mail:
Every component of the DM piece is an opportunity to portray the gap, from the copy
and type design on the OE and letter, to the pill capsule visual of the brochure.
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11. Premiums:
A prescription pill bottle delivering a USB port engages the viewer and rewards their action.
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12. The Children’s
Eye Foundation
This organization sought to raise awareness for Amplyopia, a childhood condition
that can lead to serious vision problems and blindness if untreated.
Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.
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13. Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.
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14. Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.
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15. Our challenge:
To educate parents about the early symptoms and to help in the diagnosis and treatment.
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16. BellSouth
> Large Business Solutions
BellSouth was a leader in voice technology. But for BellSouth to remain competitive,
they needed to deliver Voice & Data Solutions across all lines of business.
Our challenge:
To brand BellSouth, give it a unique look & deliver on our new tagline. Listening. Answering.
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17. BellSouth BellSouth Large Business > Acquisition
Metro Ethernet
Target: C-level executives and IT managers
They’re challenged to communicate across
platforms and applications with existing
equipment.
Approach: After driving prospects to a
landing page for data collection in Mailing #1,
Mailing #2 rewards their actions.
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18. BellSouth BellSouth Large Business > Acquisition
Networkers 2003.
Approach: Mailing #2, a solar port, was
hand-delivered by a BellSouth representative
as a thank you gift.
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19. BellSouth BellSouth Large Business > Acquisition
Wireless LAN.
BellSouth developed a Wireless LAN solution
specifically designed for the healthcare industry.
Target: IT managers.
Also targeted were hospital decision-makers
and doctors.
Approach: A CD with testimonial
demonstrations of the LAN solution was delivered
in this self-mailer. The offer included free lunch
when a learning session was scheduled.
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20. BellSouth BellSouth Large Business > Acquisition
Networkers, annual IT trade show.
Target: Networkers is an annual technology
conference attended by IT professionals from
around the country.
Approach: A range of printed pieces and
a premium were created to drive attendees
to the BellSouth booth
Results: The ‘brains’ ran out before the end
of the event ended and the positive buzz gave
BellSouth the desired cool factor.
This initiative won the PBI Media award for
“Best Trade show Marketing.”
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21. BellSouth
> Small Business Solutions
Small business owners have unique challenges. But their common need
is to derive optimal value from the service providers that help them keep working.
Our challenge:
To demonstrate the savings & simplicity of bundled solutions from BellSouth.
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22. BellSouth BellSouth Small Business > Retention
Product: Local and long distance, Internet
and wireless service bundled for optimal savings.
Target: Small business customers
and prospects looking for value.
Approach: A range of creative executions
were tested, from promotional to official.
Results: The official mailings performed better
than promotional approaches, as did letters with
side-by-side comparison charts.
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23. BellSouth BellSouth Small Business > Retention
Product: Local and long distance, Internet
and wireless service bundled for optimal savings.
Target: Small business customers
and prospects looking for value.
Approach: A range of creative executions
were tested, from promotional to official.
Results: The official mailings performed better
than promotional approaches, as did letters with
side-by-side comparison charts.
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24. BellSouth BellSouth Small Business > Retention
Product: Local and long distance, Internet
and wireless service bundled for optimal savings.
Target: Small business customers
and prospects looking for value.
Approach: A range of creative executions
were tested, from promotional to official.
Results: The official mailings performed better
than promotional approaches, as did letters with
side-by-side comparison charts.
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25. BellSouth BellSouth Small Business > Retention
Product: Local and long distance, Internet
and wireless service bundled for optimal savings.
Target: Small business customers
and prospects looking for value.
Approach: A range of creative executions
were tested, from promotional to official.
Results: The official mailings performed better
than promotional approaches, as did letters with
side-by-side comparison charts.
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26. BellSouth BellSouth Small Business > Retention
Product: Local and long distance, Internet
and wireless service bundled for optimal savings.
Target: Small business customers
and prospects looking for value.
Approach: A range of creative executions
were tested, from promotional to official.
Results: The official mailings performed better
than promotional approaches, as did letters with
side-by-side comparison charts.
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27. BellSouth BellSouth Small Business > Retention
Product: Bundled solutions for
the healthcare and hospital industry.
Target: Hospital administrators and doctors.
Approach: High-Impact Direct Mail. For this
vertical market, we mailed a stainless steel
clipboard with the offer in X-ray form on film.
Results: While the official mailings performed
better than our promotional approaches, based
on our volumes. The high-impact mailing
opened the door to more meetings enabling
BellSouth representative to close better deals.
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28. BellSouth WIFI
> FastAccess WIFI HotSpot
Charlotte, NC was chosen as a test market for free wireless Internet access
in public places: BellSouth FastAccess HotSpots.
Our challenge:
Part one was to convince business owners to participate for increased traffic. The second part
was to build awareness and drive consumers into BellSouth HotSpots for free Internet access.
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29. BellSouth BellSouth WIFI HotSpot > Product launch
Product: FastAccess WIFI HotSpot.
Target: Retail business owners in Charlotte, NC.
Ideal businesses to participate include cafes,
bookstores or anywhere customers would linger
and spend time on their laptop.
Approach: Sales kit.
A sales kit with Charlotte-specific map theme was
designed to build awareness of the new program
and motivate participation.
Results: Calls or contracts Signed.
The program developed momentum quickly.
Over 60 contracts signed as BellSouth Wi-Fi
HotSpots during the first phase of the launch.
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30. BellSouth BellSouth WIFI HotSpot > Product launch
Product: FastAccess HotSpot WIFI.
Target: Existing customers and consumers
who would consider switching to BellSouth
Approach: In-store signage and Point-of-Sale
A bold poster and 3-way signage helped build
program awareness.
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31. BellSouth BellSouth WIFI HotSpot > Product launch
Product: FastAccess HotSpot WIFI.
Target: Existing customers and consumers
who would consider switching to BellSouth
Approach: In-store signage and Point-of-Sale
A bold poster and 3-way signage helped build
program awareness.
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32. BellSouth BellSouth WIFI HotSpot > Product launch
Product: FastAccess HotSpot WIFI.
Target: Existing customers and consumers
who would consider switching to BellSouth
Approach: Awareness self-mailer which
included a reminder wallet card to visit
BellSouth HotSpots.
Results: Increased traffic, longer visits
Locations with HotSpots saw increased sales.
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33. Capri
Capri is defined by fashion, style and how individuals express themselves creatively.
Our challenge:
Capri’s style & fashion comes to life through impactful direct mail executions.
Formats engage new & existing customers through coupons & CRM programs.
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34. Capri
Branded content.
Captivate is the maglette that’s all about style,
sharing need-to-know news on fashion trends,
accessories, beauty insights, home décor,
design, travel and simply surrounding yourself
with beauty.
CRM program:
This engaging format reflects the pack shape
and its content invites readers to participate
in a dialog of fashion & style. We consciously
do not sell product in a promotional manner
in this mailing. However, coupons are discretely
bound into the spine of Captivate. Coupon
redemption is the core strategy of all mailings.
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35. Capri
Capri fulfillment.
As a thank you for participating, we followed
up with consumers whose stories were
chosen for future issues of Captivate.
Incentives:
In this mailing, the consumer received a set
of cards with fashion imagery supported by
stylish copy, reinforcing the brand story.
Form & function:
A closer look reveals that the cards are also
a calendar. They mail in a tin box that reflects
the slim shape of the product packaging.
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36. Capri
Capri value add.
Coupons are the core strategy of our
business, but we’re always challenged
to deliver more relevant content to support
the brand.
Coupons:
Using inline formats to achieve our goals,
we’re able to personalize the carrier and
coupons. The number of coupons,
and their value, also vary by customer.
Value add incentives:
In this mailing, the consumer received a set
of cards with fashion imagery supported by
stylish copy, reinforcing the brand story.
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37. The Global Marketer
The Global Marketer is an online resource that puts business in touch
with the world’s most comprehensive case histories for below-the-line marketing.
Our challenge:
Create event materials for the annual Diamond Awards.
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38. The Global Marketer
Email invite for award dinner.
The stage was literally set as the event
and dinner were held at Madame Tussaud’s
Wax Museum.
The banquet room and cocktail hour had
wax figures staged in a variety of places.
In fact some of them were seated with our
guests at the dinner tables.
Given the theme of the venue we were able to
serve up invitations and event materials fitting
a Hollywood red carpet event.
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39. The Global Marketer
Award program guide.
Simple and clean we kept the theme of the
venue integrated with the program guide.
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40. The Global Marketer
Online newsletter.
Folks did have fun at the event, but we also
needed to take care of business. At the event
we announced the newly designed newsletter.
Separate form the website this newsletter
would feature content unique to the subscriber.
They could pick and choose from a number
of categories of interests based on price.
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41. NVC Logistics
NVC Direct is the nationwide transportation management company
dedicated to the delivery of high-value, oversized products
Our challenge:
Create an identity program for NVC. This led to the development of their website,
SEO, SEM, tagline, print ads, sales collateral, direct mail and trade show.
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42. NVC Logistics.
Logo Design.
The logo needed to demonstrate movement
in two directions, since the company provides
both delivery and return services.
We also created their tagline.
When delivery is more than a destination.
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43. NVC Logistics.
Website.
The website was the first communication
for us to brand an give it a look, feel and
tone that is own-able to NVC.
We looked at the competitive landscape
to help us differentiate ourselves.
We added flash elements that can easily
be updated over time.

click on website
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44. NVC Logistics.
Sales collateral.
By the second marketing piece you can see the
strength of the brand. Keeping a consistent
look, feel and tone is important to the success
of any marketing strategy.
We encouraged prospects to:
• call.
• go online.
• email a sales representative
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45. NVC Logistics.
Newsletter.
We just completed this newsletter that
is used as another sales tool for reps.
Topics include:
• proprietary logistics technology.
• new location.
• green efforts.
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46. GerberLife
Life Insurance
New parents want the absolute best for their new baby – including financial protection.
Our challenge:
To attract lower-income parents to this financial product as a way to safeguard
their child’s future and also as a product to borrow against if needed.
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47. GerberLife
Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone.
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48. GerberLife
Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone.
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49. GerberLife
Approach: Print Campaign.
Integration is the core of our strategy.
The print campaign leverages the Gerber “Journey” DRTV spot for graphic look and tone.
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50. GerberLife GerberLife > Acquisition mail
Product: Gerber Life Grow-Up Insurance is a
Whole Life insurance plan that protects families as
they build a nest egg for their child’s future, or to
borrow against after the first year.
Target: Parents and grandparents of children in
low to lower-middle income families who trust the
Gerber name for quality.
Approach: Package is branded by leveraging
the Gerber “Journey” TV spot for look and tone.
Results: Response increased with the fresh
visual approach & first-person voice of the copy.
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51. Carla Hansen / keeper of words
Congratulations. You’ve met the virtual version of me and my work.
But it’s just a starting point. To see how I can help your team and clients,
let’s have a conversation. I’ll be happy to learn more so I can jump into
a freelance assignment or something more permanent.
mobile:
917.608.8659
email:
carlahansen1@gmail.com
: : thank you.
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