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Marketing Work Samples
            Presented by: Renee Jones


Contact :
Ph: 415-412-2569
Em: reneeinsf@gmail.com
LinkedIn.com/in/ReneeJones
Picateers
      Business: Fundraising through
            school portraits
Responsibility:
• Update and project manage the brand messaging and upgrade the content and usability
  of website to support customer acquisition and retention efforts.
• Work with internal teams to improve user engagement, sales process and
  program/product roadmaps.
• Developed ad/email campaigns, collateral, event programs and SEO/SEM strategies to
  increase awareness and revenue to prepare for B-Round funding.
• Successes include increasing conversions from less than 1% to 4%; dwell time from under
  :30 to 14 minutes, page views from 1 to 8, qualified leads from 3 to 38 per week.
Before Renee: FRONT DOOR
Front Door:
• Company has multiple offering from B2B and B2C. Front door does provide clarity for
  the different use cases.
After Renee: FRONT DOOR

• I took the different use cases (B2B and B2C) and create visual entrance points
  relevant to that audience segment.
Before Renee: INFO PAGE

This was the site for schools to review to
understand:

• Who, what, how for the brand/product offering

The communication was very consumer focused
which confused the business audience. Hence the
low lead collection and the low quality of the leads
we received.
After Renee: INFO PAGE
• Created navigation to provide control for the business audience to find the relevant info for them
• Created concise body content to understand who, what, how for audience and SEO value
• Ability to request info on the audience’s terms when they’re ready
Before Renee: LEAD GEN PAGE
Lead Gen page that generated minimal qualified leads (less than 10 per week).

* No real navigation back to relevant pages         * No value statements to support interest in product
* No ability to provide detail on business needs    * Too much information asked w/ minimal information provided
After Renee: LEAD GEN PAGE
Lead Gen page that generated qualified leads (more than 40 per week).

* Navigation carried over for consistency             * Visual reminder to support product value
* Added ability to provide detail on business needs   * Nav gave control over info collection, so lead feels comfortable
                                                        providing contact details
CrossLoop
      Business: Online, remote tech
                 support
Responsibility:
• Fine-tune brand messaging
• Develop email strategy to encourage retention of existing users and secure co-branding
  partnerships.
• SEM campaigns to increase acquisition, work with product and sales teams to create
  collateral and track user lifecycle to enhance user experience that increases loyalty.
• Create strategy to improve website structure, content and navigation for enhanced SEO
  and acquisition.
• Research and execute presence at industry events.
Old Email Newsletter Design   New Email Newsletter Design
Loomia
  Business: Recommendations-based,
    online personalization services


Responsibility:
• Short-term contract to create strategies and copywriting around brand re-positioning,
  website and sales collateral development, as well as acquisition programs and developing
  plans for conference participation to establish thought-leadership in the industry.
Old Front Door

• Current business model
  focused on publishers
  only

• Client needed to update
  content and design to
  attract a wider breadth of
  clients beyond
  publishing.
New Front Door

• Strategy to reference the
  current industry
  landscape of the industry,
  how consumers are
  changing and how
  Loomia is the solution.

• Gives a wider message to
  all industries, with an
  online presence, needing
  to reach their customers.

• Highlighting news, blogs
  and twitter feeds on FD
  establishes Loomia as
  thought-leaders in the
  personalization arena
CNET
         Business: Online Media and
               Entertainment

Responsibility:
• Responsible for updating brand messaging, collateral and creating targeted advertising
  programs to strengthen relationships among industry partners like Best Buy, Sony,
  American Express.

• Collaborated with internal sales & product teams to identify and execute multichannel
  opportunities to increase user engagement and uploads, site usage and ad revenue.
Coors Program

• Coors came to Webshots with
  a budget of $50k and asked us
  to create a program leveraging
  our webisode series.

• I sketched out this idea in PPT
  to show our design, and
  engineering teams. The idea
  was to create original
  programs that users could vote
  on, rate, and select
  soundtracks for each episode.

• The idea was to use our other
  network properties like
  TV.com, MP3, Gamespot to
  create a network wide
  program to increase the
  audience reach and justify
  additional buy-in from client
  (Coors)
Coors Program

• This is what the design team
  created from my sketch and what I
  spec’d out in documentation.

• This design impressed the client so
  much, they increased their budget
  to $150k and justified it because
  the money was split among three
  different properties in the network.
CNET.com Collateral

• This is the original collateral we
  created for sales teams.

• I noticed it was few and far between
  that sales teams asked for reprints.
  So I ran an unofficial, internal survey
  among the sales teams and learned
  the information was not compelling
  or valuable to the client.

• Based on feedback, I worked with the
  creative teams on the redesign and
  re-wrote the collateral piece.
CNET.com Collateral

• This is the outcome of what I
  updated.

• The addition of visuals of the pages
  we were selling, what it looked like
  was valuable to clients. Showing
  data points and benefits in a more
  digestible manner helped.

• Ultimately, we were running out of
  datasheets so often we were finally
  given permission to upload the
  collateral to the intranet so sales
  teams could download copies as
  needed.
Spiderman Program (screen-shot group 1)
This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign.
They wanted to acquire our Webshots images to create the collage. I worked with the design and
engineering teams to combine our different products and ability to create micro-sites into one
cohesive program.

Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent
$125k with us.
Spiderman Program (screen-shot group 2)
This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign.
They wanted to acquire our Webshots images to create the collage. I worked with the design and
engineering teams to combine our different products and ability to create micro-sites into one
cohesive program.

Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent
$125k with us.
Sybase
       Business: Enterprise Software
        Focused on Capital Markets
Responsibility:
• Optimizing multi-million dollar marketing/advertising budget to develop and execute
  global integrated marketing and advertising strategies to drive awareness and qualified
  leads in their Capital Markets and Business Intelligence verticals.

• Collaborate cross-functionally (ad agency, editorial, product marketing, web, PR, sales,
  bus-dev, customer relations, events, finance, publishing and editorial vendors) to develop
  thought-leadership content, ad messaging, solution partner programs, media
  partnerships, etc to achieve success.
Media Results – Click Thru
2010                                             2011
• CTR: 0.08%                                     • CTR: 0.61%
• Total Clicks: 8,561                            • Total Clicks: 25,612 (to-date)


   Click-thru results by Offer:




                                    Sybase/CEP
                                                                Cap Guide   (Whitepaper)   Cap Guide


   • White papers are highest qualified lead drivers
Media Results – Lead Gen
2010                            2011
• Inquiries: 955                • Leads/Inquiries: 4,238
• No data found for leads


Capital Markets Guide and Real-time Risk WP account for 49% of leads
CAPITAL MARKETS GUIDE RESULTS
                    2011 Capital Markets Guide
                    • Launched May 19, 2011
                    • Downloads: 11,528 (all 6 Apple country sites)
                    • Print Mailings: 13,000+
                    • Syndication Downloads: 912              iPhone Page



 Sybase Form Page         Sybase Download Page
AWARENESS ADVERTISING
Value proposition considered for creative development:
Sybase is #1 in CEP technology, pioneering the development of integrated, real-time analytics
solutions across a myriad of complex, data-driven industries (overt benefit).

That’s because with our CEP technology, you can capture, analyze and respond to complex, big
data in real-time – all the time. Our real-time analytics solutions combine historical and current
market data, giving you a holistic view of your business – increasing your opportunities and
minimizing your risk (reason to believe).

With Sybase’s CEP solution, we offer simple, integrated platform ensures consistency of data and
shared functions across an organization (dramatic difference).



Sybase CEP technology provides real-time analytics, allowing you to make real-time decisions that
are right for you: when you want (real-time), how you want (manage algorithm), where you want
(mobility).
CAPITAL MARKETS: MESSAGE PLATFORM
  Overall
  Theme
                                                        Sybase is #1 in CEP Technology
 Products
                                                       Aleri ESP and RAP r5 are CEP solutions
 Marketed
 Company        Sybase’s Aleri Event Stream Processor (ESP) is the award-winning complex event processing (CEP) solution for rapid
Positioning                               development and deployment of business critical applications.
                               ESP analyzes and acts on high velocity and high volume streaming data – in real-time.
              As the leading CEP solution in the market and the only CEP offering that has been benchmarked for low latency, Sybase
              ESP powers real-time Continuous Intelligence™ by providing the capabilities to monitor, detect, analyze, and respond to
                                                               events as they occur.
               As a real-time intelligence solution, SAP’s ESP and RAP solutions facilitate faster and more immediate time to action as
                     well as the power to make the most opportune corrective, profitable, competitive and value-add decisions.
   Target
                             STRATEGIC IT/ IT MGT                                               LOB NON-IT MGT
 Audience
  Theme                       Real Time Analytics                                                Trading Risk
Key Message Sybase’s CEP solution, ESP and RAP provides:                In the fast-paced world of capital markets, the ability to assess
            • a single platform that provides high- speed data             the state of the market and act ahead of others is critical.
              absorption
            • simultaneous and immediate access to common              With Sybase’s CEP solution:
              data needed by multiple user communities (quants,        • getting live market data to applications faster.
              traders, and risk managers)                              • construct a holistic view of the market, your positions and
            • supplies data to trading applications and enables          exposures, by combining historical data with real-time
              intra-day risk management and market analysis.             market data.
                                                                       • Consolidate data (typically fragmented into multiple silos)
                                                                         into unified data sets that support multiple analytics.
AWARENESS ADVERTISING
Story we want to convey, the focus:
Value Offered:                                     Ad Messaging Focus:
1. Real-Time Analytics:                            1. Real-time data
      • Continuous consolidation and
        computation
                                                   2. Smart, fast trading
      • Scalable for complex, big data and large   3. Analytics
        amounts of simultaneous queries
                                                   4. Risk
      • Faster with in-database analytics for
        immediate query results

 2.   Enterprise-wide Deployment
      • Simple, integrated platform ensures
        consistency of data and shared functions
        across your organization

 3.   Proven, trusted track record
      • First to create a column-based analytics
        server
      • More CEP product customers in the FSI
        industry than any other company
AD MESSAGE 1: REAL-TIME DATA
AD MESSAGE 2: SMART, FAST TRADING
AD MESSAGE 3: ANALYTICS
AD MESSAGE 4: RISK
ONLINE
         Landing Pages
ELEVATOR ADS
Campaign 1     Campaign 2            Campaign 3




             • Above ads were placed in 12
               buildings
                 – All house target accounts from
                   New Prospects and Named
                   Accounts List
             • 232 screens
             • 144 spots
                 – Per day/Per screen

                            Blue = Customer Locations
                            Green = Elevator Placements

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Renee Work Sample 2012

  • 1. Marketing Work Samples Presented by: Renee Jones Contact : Ph: 415-412-2569 Em: reneeinsf@gmail.com LinkedIn.com/in/ReneeJones
  • 2. Picateers Business: Fundraising through school portraits Responsibility: • Update and project manage the brand messaging and upgrade the content and usability of website to support customer acquisition and retention efforts. • Work with internal teams to improve user engagement, sales process and program/product roadmaps. • Developed ad/email campaigns, collateral, event programs and SEO/SEM strategies to increase awareness and revenue to prepare for B-Round funding. • Successes include increasing conversions from less than 1% to 4%; dwell time from under :30 to 14 minutes, page views from 1 to 8, qualified leads from 3 to 38 per week.
  • 3. Before Renee: FRONT DOOR Front Door: • Company has multiple offering from B2B and B2C. Front door does provide clarity for the different use cases.
  • 4. After Renee: FRONT DOOR • I took the different use cases (B2B and B2C) and create visual entrance points relevant to that audience segment.
  • 5. Before Renee: INFO PAGE This was the site for schools to review to understand: • Who, what, how for the brand/product offering The communication was very consumer focused which confused the business audience. Hence the low lead collection and the low quality of the leads we received.
  • 6. After Renee: INFO PAGE • Created navigation to provide control for the business audience to find the relevant info for them • Created concise body content to understand who, what, how for audience and SEO value • Ability to request info on the audience’s terms when they’re ready
  • 7. Before Renee: LEAD GEN PAGE Lead Gen page that generated minimal qualified leads (less than 10 per week). * No real navigation back to relevant pages * No value statements to support interest in product * No ability to provide detail on business needs * Too much information asked w/ minimal information provided
  • 8. After Renee: LEAD GEN PAGE Lead Gen page that generated qualified leads (more than 40 per week). * Navigation carried over for consistency * Visual reminder to support product value * Added ability to provide detail on business needs * Nav gave control over info collection, so lead feels comfortable providing contact details
  • 9. CrossLoop Business: Online, remote tech support Responsibility: • Fine-tune brand messaging • Develop email strategy to encourage retention of existing users and secure co-branding partnerships. • SEM campaigns to increase acquisition, work with product and sales teams to create collateral and track user lifecycle to enhance user experience that increases loyalty. • Create strategy to improve website structure, content and navigation for enhanced SEO and acquisition. • Research and execute presence at industry events.
  • 10. Old Email Newsletter Design New Email Newsletter Design
  • 11. Loomia Business: Recommendations-based, online personalization services Responsibility: • Short-term contract to create strategies and copywriting around brand re-positioning, website and sales collateral development, as well as acquisition programs and developing plans for conference participation to establish thought-leadership in the industry.
  • 12. Old Front Door • Current business model focused on publishers only • Client needed to update content and design to attract a wider breadth of clients beyond publishing.
  • 13. New Front Door • Strategy to reference the current industry landscape of the industry, how consumers are changing and how Loomia is the solution. • Gives a wider message to all industries, with an online presence, needing to reach their customers. • Highlighting news, blogs and twitter feeds on FD establishes Loomia as thought-leaders in the personalization arena
  • 14. CNET Business: Online Media and Entertainment Responsibility: • Responsible for updating brand messaging, collateral and creating targeted advertising programs to strengthen relationships among industry partners like Best Buy, Sony, American Express. • Collaborated with internal sales & product teams to identify and execute multichannel opportunities to increase user engagement and uploads, site usage and ad revenue.
  • 15. Coors Program • Coors came to Webshots with a budget of $50k and asked us to create a program leveraging our webisode series. • I sketched out this idea in PPT to show our design, and engineering teams. The idea was to create original programs that users could vote on, rate, and select soundtracks for each episode. • The idea was to use our other network properties like TV.com, MP3, Gamespot to create a network wide program to increase the audience reach and justify additional buy-in from client (Coors)
  • 16. Coors Program • This is what the design team created from my sketch and what I spec’d out in documentation. • This design impressed the client so much, they increased their budget to $150k and justified it because the money was split among three different properties in the network.
  • 17. CNET.com Collateral • This is the original collateral we created for sales teams. • I noticed it was few and far between that sales teams asked for reprints. So I ran an unofficial, internal survey among the sales teams and learned the information was not compelling or valuable to the client. • Based on feedback, I worked with the creative teams on the redesign and re-wrote the collateral piece.
  • 18. CNET.com Collateral • This is the outcome of what I updated. • The addition of visuals of the pages we were selling, what it looked like was valuable to clients. Showing data points and benefits in a more digestible manner helped. • Ultimately, we were running out of datasheets so often we were finally given permission to upload the collateral to the intranet so sales teams could download copies as needed.
  • 19. Spiderman Program (screen-shot group 1) This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign. They wanted to acquire our Webshots images to create the collage. I worked with the design and engineering teams to combine our different products and ability to create micro-sites into one cohesive program. Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent $125k with us.
  • 20. Spiderman Program (screen-shot group 2) This is the program where Sony came to us asking for a solution to their Spiderman Collage campaign. They wanted to acquire our Webshots images to create the collage. I worked with the design and engineering teams to combine our different products and ability to create micro-sites into one cohesive program. Sony came in with a budget of $50k and with my mockups of the whole program, they ultimately spent $125k with us.
  • 21. Sybase Business: Enterprise Software Focused on Capital Markets Responsibility: • Optimizing multi-million dollar marketing/advertising budget to develop and execute global integrated marketing and advertising strategies to drive awareness and qualified leads in their Capital Markets and Business Intelligence verticals. • Collaborate cross-functionally (ad agency, editorial, product marketing, web, PR, sales, bus-dev, customer relations, events, finance, publishing and editorial vendors) to develop thought-leadership content, ad messaging, solution partner programs, media partnerships, etc to achieve success.
  • 22. Media Results – Click Thru 2010 2011 • CTR: 0.08% • CTR: 0.61% • Total Clicks: 8,561 • Total Clicks: 25,612 (to-date) Click-thru results by Offer: Sybase/CEP Cap Guide (Whitepaper) Cap Guide • White papers are highest qualified lead drivers
  • 23. Media Results – Lead Gen 2010 2011 • Inquiries: 955 • Leads/Inquiries: 4,238 • No data found for leads Capital Markets Guide and Real-time Risk WP account for 49% of leads
  • 24. CAPITAL MARKETS GUIDE RESULTS 2011 Capital Markets Guide • Launched May 19, 2011 • Downloads: 11,528 (all 6 Apple country sites) • Print Mailings: 13,000+ • Syndication Downloads: 912 iPhone Page Sybase Form Page Sybase Download Page
  • 25. AWARENESS ADVERTISING Value proposition considered for creative development: Sybase is #1 in CEP technology, pioneering the development of integrated, real-time analytics solutions across a myriad of complex, data-driven industries (overt benefit). That’s because with our CEP technology, you can capture, analyze and respond to complex, big data in real-time – all the time. Our real-time analytics solutions combine historical and current market data, giving you a holistic view of your business – increasing your opportunities and minimizing your risk (reason to believe). With Sybase’s CEP solution, we offer simple, integrated platform ensures consistency of data and shared functions across an organization (dramatic difference). Sybase CEP technology provides real-time analytics, allowing you to make real-time decisions that are right for you: when you want (real-time), how you want (manage algorithm), where you want (mobility).
  • 26. CAPITAL MARKETS: MESSAGE PLATFORM Overall Theme Sybase is #1 in CEP Technology Products Aleri ESP and RAP r5 are CEP solutions Marketed Company Sybase’s Aleri Event Stream Processor (ESP) is the award-winning complex event processing (CEP) solution for rapid Positioning development and deployment of business critical applications. ESP analyzes and acts on high velocity and high volume streaming data – in real-time. As the leading CEP solution in the market and the only CEP offering that has been benchmarked for low latency, Sybase ESP powers real-time Continuous Intelligence™ by providing the capabilities to monitor, detect, analyze, and respond to events as they occur. As a real-time intelligence solution, SAP’s ESP and RAP solutions facilitate faster and more immediate time to action as well as the power to make the most opportune corrective, profitable, competitive and value-add decisions. Target STRATEGIC IT/ IT MGT LOB NON-IT MGT Audience Theme Real Time Analytics Trading Risk Key Message Sybase’s CEP solution, ESP and RAP provides: In the fast-paced world of capital markets, the ability to assess • a single platform that provides high- speed data the state of the market and act ahead of others is critical. absorption • simultaneous and immediate access to common With Sybase’s CEP solution: data needed by multiple user communities (quants, • getting live market data to applications faster. traders, and risk managers) • construct a holistic view of the market, your positions and • supplies data to trading applications and enables exposures, by combining historical data with real-time intra-day risk management and market analysis. market data. • Consolidate data (typically fragmented into multiple silos) into unified data sets that support multiple analytics.
  • 27. AWARENESS ADVERTISING Story we want to convey, the focus: Value Offered: Ad Messaging Focus: 1. Real-Time Analytics: 1. Real-time data • Continuous consolidation and computation 2. Smart, fast trading • Scalable for complex, big data and large 3. Analytics amounts of simultaneous queries 4. Risk • Faster with in-database analytics for immediate query results 2. Enterprise-wide Deployment • Simple, integrated platform ensures consistency of data and shared functions across your organization 3. Proven, trusted track record • First to create a column-based analytics server • More CEP product customers in the FSI industry than any other company
  • 28. AD MESSAGE 1: REAL-TIME DATA
  • 29. AD MESSAGE 2: SMART, FAST TRADING
  • 30. AD MESSAGE 3: ANALYTICS
  • 32. ONLINE Landing Pages
  • 33. ELEVATOR ADS Campaign 1 Campaign 2 Campaign 3 • Above ads were placed in 12 buildings – All house target accounts from New Prospects and Named Accounts List • 232 screens • 144 spots – Per day/Per screen Blue = Customer Locations Green = Elevator Placements