J Kovala Capabilities Portfolio pdf fall 2012

Capabilities Presentation/Portfolio
by Janice Kovala

3321 Virginia Avenue South • Internal and External
St. Louis Park, MN 55426-5318 Communication Strategy
Tel: 952.912.0593 • Global Brand Management
Cell: 651-964-5482 • New Product Introductions
Email: jkovala@earthlink.net • B2C and B2B Marketing
• Project Management and
Leadership
• Vertical and Channel Marketing
A strategic, resourceful and creative
marketing and communications leader • Integrated Web Marketing/
with proven ability to drive sales, gain eBusiness/Social Media
product awareness and develop strong • New Business Development
working partnerships. Known for • Advertising Campaign Planning
developing organized plans, leading • Media Buying
cross-functional teams and
• Market Analysis
implementing effective, integrated
marketing programs. Recognized as a • Trends Identification
responsible, consistent and action- • Management of Budgets
oriented leader. • and P&L Statements
• Public Relations Execution
• Agency Relationship Management
• Product Line Extensions

www.linkedin.com/in/janicekovala

• Research/Business Plans • Product
– Market analysis – Packaging/Artwork
– Trend identification – SKU Rationalization
• Sales Tools • Pricing/Pricelists
– Brochures • Promotions and Rebates
– Sales Presentations • Placement
– Cost savings worksheets • Advertising/E-Advertising
– Product samples • Direct Mail
• Multi-media – E-newsletters
• Trade Shows – Targeted mailers
– Feature displays • Public Relations
– Press Events – Press releases
• Training – Editorial article support
– Internal • Reseller/Distributor Sales Materials
– Customer – Catalogs
• Social Media – Point-of-sale/Point-of-purchase
− Website/Intranet Development – Training
− LinkedIn


Strategy:
Build sales by linking Cenex oil
purchases to Cenex bulk fuel
purchases – the more your purchase
the more you cash back.

Integrated Tactics:
Innovative “self sealing, self-
addressed” envelope for returning
receipts made is extremely easy for
customers to send in for cash rebate.

Opportunity:
Sales used the promotion as a way to
convert customers who bought fuel,
but didn‟t purchase oil with the
incentive to save money.

Results:
• 20% growth in participation in 1st year
using the “envelope” concept.
• 5% year over year growth on
participation for 2nd year.


Strategy:
Grow sales by reinventing Cenex
and Farm-Oyl brands of Lubricants

Integrated Tactics:
Updated product catalog, website,
marketing programs, price lists,
order forms, and promotions.

Opportunity:
Reinforce the longevity of a
recently acquired brand to its loyal
dealers and customer base.

Results:
• Hard parts sales doubled from
March to April after the re-launch.
• Spike in April for both the home
page and dealer locator hits.
• Positive feedback from dealer
network.


Strategy:
Developed a product launch form to
provide direction from product
analysis to marketing
communications.

Integrated Tactics:
A simple and easy to use, team-based
form with deadlines and action items.

Opportunity:
Provide direction and process for an
organized and efficient product
launch.

Results:
• If process would have been in place
prior to starting at CHS, it would‟ve
saved the department over $65,000
in wasted product, labels and
marketing communications.
• New name approved by legal (fka
Polygard)


Strategy:
Fleet and Owner Operator
Trucking prospects were able to
find the CENEX Brand online and
in popular trade magazines as well
as receiving direct mail.

Integrated Tactics:
Website, direct mail (quarterly
drops), banner advertising, co-op
advertising and prospecting guide
for dealers and coops.

Opportunity:
Increase brand awareness in new
market for Cenex branded oil and
grease products.

Results:
• Fleet sales doubled in the first year
– Sales team blew away the goals
with 134% conversion rate.


Strategy:
Grow sales during promotional
period for new target market.

Integrated Tactics:
Customized website (landing
page) with banner advertising.

Opportunity:
Grow sales for top 3 products by
using a rebate targeted at a new
market.

Results:
• 21% response rate without
dealer network support.


Strategy:
Conduct market analysis and
identify market trends.

Integrated Tactics:
Use voice of customer surveys
to collect customer opinions.

Opportunity:
Use on-line tools like
SurveyMonkey to create surveys
and collect market data.

Results:
Analysis customer opinions to
help direct product strategy.


Strategy:
Sales growth for PowerCore® air
filtration product line to meet yearly
goals of $150 million.

Integrated Tactics:
Personalized direct mail, driving day
at a racetrack promotional program
and trade media advertising.

Opportunity:
Gain awareness and target regions
were automotive manufacturers had
research, development or design
facilities.

Results:
• Over 100 initial leads generated.
• 33 qualified leads.
• 12 scheduled appointments.
• Sales team asked to stop the program
as they couldn‟t keep up with the
leads.


Strategy:
10% Sales growth in aftermarket
distribution channel.

Integrated Tactics:
Redesigned aftermarket website
and custom URL .

Opportunity:
Provide easier access to engine
aftermarket products. Develop a
new interface for distributors and
customers to get more product
information on aftermarket parts.

Results:
• Positive feedback from customers.
• Distributor portal/bookmark for
easier access into online tools.
• Updated “aftermarket” look and
feel.


Strategy:
Gain new product awareness.

Integrated Tactics:
End user focused advertising to build
Donaldson brand. Design, write copy ,
procure and place media advertising.

Opportunity:
Demand Donaldson theme came from
the Donaldson Australia marketing
team.

Results:
Build Donaldson brand name with end
users and distributors – increased
leads by 10-20% year over year from
2001-2009.

Ad template design by The Carney Group


Strategy:

Integrated Tactics:
New product press releases,
articles or whitepapers.

Opportunity:
Develop relationships with editors
to become an expert in product
markets. Participated in articles
and built relationships with
magazines to increase media
mentions.

Results:
• Developed 17 targeted media lists
with over 957 media contacts.
• Sample releases found at:
www.donaldson.com/en/engine/ne
ws/index.html.


Strategy:
10% Sales growth in aftermarket
distribution channel – targeted field
sales force.

Integrated Tactics:
Customer kits containing literature,
direct mail, testimonials, training
DVDs, banners, displays, labels
and stickers.

Opportunity:
Updated field sales force with a
complete set of the most current
marketing materials to build a field
sales “library”.

Results:
• Great response from field sales.


Strategy:
Strengthen business
relationships.

Integrated Tactics:
Provide marketing tools to
support distributor business via
a secure intranet website that
contains customizable
marketing tools such as flyers,
Donaldson themed web-
pages, coupons, ad slicks and
banner ads.

Opportunity:
Provided template sales tools
for distributors. They can add
logos, prices and part numbers
and then distribute to end
users.

Results:
Launched to beta test
customers in January 2009.


Strategy:
Increase global product sales.

Integrated Tactics:
Manage a global team to bring
three new acquisitions into a
standard global brand strategy.

Opportunity:
Cross sell product lines around the
globe. Promote new product lines
in under-marketed regions.

Goals:
Increase sales in global regions for
Donaldson‟s aerospace and
defense group.


Strategy:
Gain awareness for products and
services.

Integrated Tactics:
Lead cross-function teams to
develop and execute product
literature.

Opportunity:
Develop relationships with all
levels of Donaldson including:
engineering, research and
development, archives, sales and
legal departments.

Results:
Created show pieces for sales
presentations and proposals.


Strategy:
Manage product line development.

Integrated Tactics:
Upgrade high-performance packaging.

Opportunity:
Customer feedback initiated a
packaging project – “If I purchase a
$100 filter, I want it to look like it when
I see it on the shelf”

Results:
• 2-color high-performance look.
• Cost reduction due to consolidation of
products that fit in smaller number of
box sizes.
• Customer feedback is extremely
positive about the new design.

Box Design by The Carney Group


Strategy:
Grow sales on catalog air cleaners
at regional OEMs and aftermarket
distributors (that specify engine air
filters).

Integrated Tactics:
Design and develop a web-based
interactive product selection tool.

Opportunity:
Interactive website selection chart
that allows the end user to choose
their own products according to
airflow, size and dust conditions.

Results:
Added benefit that Donaldson
inside sales team also used to help
determine customer complaint
issues.
www.donaldson.com/en/engine/air/heavy.html


Strategy:
Manage product line development.

Integrated Tactics:
Develop and implement a 2-color,
hi-gloss package design to support
high-performance product image.
.
Opportunity:
Compete in the automotive
aftermarket with an attractive, high-
performance package.

Results:
Customer feedback was positive.
Donaldson sold the product line
shortly after the new packaging
implementation for profit.

Blackwing Logo by Jeff Ivarson Design
Box Design by The Carney Group


Strategy:
End-user, pull-through strategy.

Integrated Tactics:
Stay in front of the end user with
complimentary maintenance tips and
product benefits.

Opportunity:
Developed design, content and
distribution lists.

Results:
• Increased active subscriber rates by
20% year or year for 5 years.
• Email distribution was done in-house
using ExactTarget.

Template Design by The Carney Group


Strategy:
Gain product awareness.

Integrated Tactics:
Develop relationship with
out-sourced PR agency to
develop new product and
award releases.


Strategy:
Gain new product awareness in the
construction target market (key
industry tradeshow ConExpo).

Integrated Tactics:
Trade show press event, digital press
kit (jump-drive with PR, photos,
product information, video), direct mail
invite, e-mail, literature, pen give-
away, cheat-sheet and note pad.

Opportunity:
Presented, created and designed all
marketing pieces for trade show press
event targeted at industry editors.

Results:
• Positive response from trade press.
• 25 press mentions.
• 2 feature articles.


Strategy:

Integrated Tactics:
Organized and managed a press
event in the tradeshow booth
(MinExpo) with live demonstration.

Opportunity:
Communicate and demonstrate new
product features directly with the trade
press.

Results:
• Over 20 editors and press in
attendance.
• Distributed over 30 press kits.
• Over 30 PR mentions post the show.
• 2 feature articles generated from
contacts.
• Created „buzz‟ just from the crowd that
gathered for the event.


Strategy:
Sales growth through
relationship marketing.

Integrated Tactics:
Record customer testimonials to
build excitement for new product
launch.

Opportunity:
Customer visit to interview, direct
photo and video production to
capture testimonial quotes.

Results:
• Testimonials used in integrated
marketing programs for new
product launches.


Strategy:
Market analysis – identifying
market trends in dealer channel.

Integrated Tactics:
Market survey questionnaire, direct
mail and outbound phone calls.

Opportunity:
Identify market trends in marketing
tactic preferences among Original
Equipment Dealer channel.

Results:
• Dealership preference used to
develop promotion programs to
increase sales through the
channel.
• A final project submitted to the
College of Business.


Strategy:
Enhance a product or service.

Integrated Tactics:
Created a “show piece” for Northco‟s
capabilities.

Opportunity:
Used high-end paper, photos, copy
and fonts to create a high-end
capabilities brochure to promote
commercial real estate services.

Results:
Brochure was used for 5 years as the
key handout for prospective and new
customers.

Template Design by Little & Company


Strategy:
Enhance Northco‟s products and
services.

Integrated Tactics:
Customer/Tenant newsletter.

Opportunity:
Communicate new tenants,
announcements, introductions and
news to Northco‟s tenants and
customers. Created and edited a
high-end, professional newsletter,
interviewed tenants, wrote all copy
and photo direction.

Results:
• Interviewed over 50 tenants.
• Showcased new developments.
• Highlighted Northco‟s community
service activities.


Strategy:
Develop new customers leads.

Integrated Tactics:
4-color, two-sided direct mail
cards and promotions.

Opportunity:
Direct mail program to garner
new customers for brokers and
project managers.

Results:
• Over 75 leads generated from
the campaign.

Design Firm: The Carney Group


Strategy:
Enhance product identity.

Integrated Tactics:
Create a marketing package for a
new software launch to upgrade
image and brand identity.

Opportunity:
Used 3-color and 2-color printing
techniques for cost-reduction
opportunities.

Results:
Successful launch of software
revision packaging to customer list
with an improved brand image.


Sheila Peyraud, General Manager, Aerospace and Defense Mike Brezonick, VP - Editor in Chief
Group Diesel Progress and Diesel Progress International Magazine
Donaldson Company 20855 Watertown Rd, Waukesha, WI 53186
PO Box 1299, Minneapolis, MN 55440-1299 Email: MBrezonick@dieselpub.com
Email: sheila.peyraud@donaldson.com Direct dial: (262) 832-5112
Direct dial: (952) 887-3748 Projects: Advertiser and feature article submission, supported editorial
Projects: Global brand, marketing and sales support for content
aerospace and defense products Relationship: Former supplier, business partner
Relationship: Former manager
Tony Carideo, President
Pat Carney, President/Owner Jan Drymon, Vice President
Jules Inda, Principal The Carideo Group - Investor Relations and Public Relations
The Carney Group – A Design and Marketing 1050 One Financial Plaza - 120 South 6th Street, Minneapolis, MN
Communications Firm 55402
837 Glenwood Ave, Minneapolis, MN 55405-1613 Tel: (612) 317-2880
Email: pat@carney.com; jules@carney.com Email: jan@carideo.com;
Direct dial: (612) 339-8744 Email: tony@carideo.com
Projects: Marketing communications, interactive, collateral, Projects: Public relations for Donaldson engine products
packaging, brand identity programs Relationship: Former business partner
Relationship: Outsourced vendor, supplier, project partner Relationship: Former manager and colleague


J Kovala Capabilities Portfolio pdf fall 2012

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J Kovala Capabilities Portfolio pdf fall 2012