Case studies delivered by Paul Richardson (currently P. Richardson LLC).

1. Hairyproblems.
Solved.
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Generate leads, close sales and take your business to the next level.
P. Richardson LLC provides smart, results-oriented services for marketing and sales leaders who need a hand achieving aggressive goals.
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Marketing strategy
and execution
Brand and product
management
Content development
and delivery
Sales and account
management
612.281.3134 | RichardsonPaul@comcast.net | © P. Richardson LLC 2019

2. Case Study: Global Product Marketing and Sales
CarlsonWagonlit Travel
CHALLENGE Carlson Wagonlit Travel (CWT) was seeking to deepen relationships and grow revenue by finding savings after its
corporate travel clients had already booked air or hotel reservations. A new Price Tracking product was ready, but
had little momentum.
SOLUTION • Personally drive product sales, deliver presentations and negotiate terms
• Manage sales pipeline and CRM updates
• Develop and refresh marketing collateral, savings calculators and other sales tools
• Create and deliver internal training and communications for account leadership
• Create and deploy product sales promotions and email campaigns
• Collaborate with third-party technology providers
• Develop global network and train regional resources
RESULTS • Grew CWT revenue from $8 to $25 million and clients from 100 to 1,000
• Generated $70 million in repeatable client savings
• Developed auto-enrollment approach to add previously ineligible clients

3. Case Study: Corporate Branding
Ameriprise Financial
CHALLENGE American Express announced in February 2005 that it was spinning off its financial services unit. The business
needed to select a name and logo and be mostly rebranded within six months.
SOLUTION • Develop and implement company-wide rebranding survey
• Develop brand identity guidelines and train agencies
• Rebrand financial advisory unit – including 3,000+ offices and $35 million budget
• Develop and implement signage, stationery and collateral systems
RESULTS • All planned elements rebranded on schedule
• I personally proposed and drove creation of the iconic Ameriprise logo sign outside its headquarters
• I also developed and validated the key benefit that was used in all Ameriprise advertising for 10 years:
✓ More people come to Ameriprise for financial planning than any other firm

4. Case Study: Rewards Website and Video
AT&T
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CHALLENGE As a telecommunications leader, AT&T operates a best-in-class customer acquisition rewards program. With millions
of prepaid Visa® reward cards issued each year, AT&T sought to improve its customer experience while reducing
the number of “how do I get my rewards” inquiries to its inbound call center.
SOLUTION • Develop and gain agreement on the creative brief
• Update att.com/rewardcenter site to improve experience
• Write a video script and storyboard, explaining how the reward process works
• Select and manage agency resources and voiceover talent
• Ensure alignment with visual and auditory brand guidelines
RESULTS • Video has been in use since 2015 with hundreds of thousands of views
• “How-to” related calls reduced, improving call center cost efficiency
• Website link: www.att.com/rewardcenter – generates 600,000+ annual visitors
• Video link: https://youtu.be/5SVbSfnWjvw

5. Case Study: Digital Marketing and Sales Support
eSiteAnalytics
CHALLENGE eSite Analytics helps growing businesses select successful locations and target their best customers based on detailed
analysis of demographic, psychographic and mobility data. Smaller than its competitors, eSite needed to improve
awareness and sales without spending large sums on marketing.
SOLUTION • Support an all-new sales team by creating a new collateral system
• Create a series of videos aimed at introducing the company and its services
• Rebrand the company’s technology platform
• Write and deploy blog articles, social media posts, news releases, etc.
• Update the company’s graphic identity system and color palette
RESULTS • Client revenue doubled over three-year period
• eSite website and microsites overhauled with minimal investment

6. Case Study: Digital Marketing and Sales Support (continued)
eSiteAnalytics
DELIVERABLES • Sell sheets / one-pagers
• PowerPoint presentations
• Website updates
• Blog and social media posts
• News releases
• Print ads
• Email campaigns
• Videos - link

7. Case Study: Employee Engagement
Union PacificRailroad
CHALLENGE Not many years ago, it took at least 10 people to operate a freight train. Thanks to technology and safety
improvements, that number has steadily dropped. But the public’s gain from lower freight costs also means fewer
jobs for unionized employees.
Union Pacific sought to involve employees with improving results while increasing satisfaction, but didn’t know how
to achieve that goal in a sensitive labor environment.
SOLUTION • Interview employees and conduct focus groups
• Develop a program strategy and rules structure to reward employees for cost savings ideas
• Create and deliver communications and training materials
• Direct the technology and administrative infrastructure
• Manage the overall program financials for both agency and client
RESULTS • More than $100 million in savings identified and implemented
• Employees felt more involved with cost-cutting measures
• Program recognized by the Employee Involvement Association

8. Case Study: Employee Engagement (continued)
Union Pacific
DELIVERABLES • Information guide
• Personal learning modules (hard copy and digital versions)
• Rewards catalog
• Role-specific training (remote and on-site delivery)
• Forms
• User app

9. Case Study: Retail Marketing
Citizens Bank
CHALLENGE Citizens Bank is the top retail bank in New England, but was seeking to expand its footprint and market share via
traditional and grocery store branches.
SOLUTION • Develop and implement monthly grocery branch promotional strategies
• Provide copy and creative direction for quarterly brand campaigns
• Direct content and scheduling strategy for 800+ branch digital signage network
• Manage infrastructure development and deployment for traditional and digital branch merchandising
• Implement consistent, branded approach to client acquisition campaigns, cross-sell promotions and sales support
projects
RESULTS • 12 months of unprecedented client acquisition growth, with 40% lift over BAU
• Negotiated and implemented long-term contract, locking in client relationship and winning business from above-
the-line incumbent agency

10. Case Study: Retail Marketing (continued)
Citizens Bank
DELIVERABLES • Product catalogs
• Brochures and take-ones
• Interactive counter cards
• Branch merchandising (posters, fixtures, window clings, etc.)
• Digital signage content
• Grocery branch engagement (decals, danglers, kiosks, floor stickers, etc.)
• Planograms

11. Brands Served

12. Grabitbythehorns.
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Paul Richardson
612.281.3134 | RichardsonPaul@comcast.net
Marketing and sales solutions for brands ready to grow.
© P. Richardson LLC 2019