Below please find an assortment of case studies covering various clients / work projects:
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Getty Images "UFO: Unique Footage Offer" |
SITUATION:
The EyeWire Footage product line was a relatively new product line at Getty Images and sales as a percent of the total were relatively small but growing. Despite the fact that the product line had been somewhat neglected, I recognized immediately that this product offered excellent growth opportunity and high profit margins. |
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Read more... [Getty Images "UFO: Unique Footage Offer"]
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Getty Images "EyeWire Catalog" |
SITUATION:
After analyzing the EyeWire customer database we identified various different customer segments based on product purchases, size of purchase, frequency of purchase and recency of purchase. In other words, not all of our customers could be treated equally. At the time, we were sending out a "mass - direct mail" catalog, one for all. |
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Read more... [Getty Images "EyeWire Catalog"]
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Calgary Sport Physiotherapy Group |
SITUATION:
The Calgary Sport Physiotherapy group, in the midst of significant growth and expansion through the acquisition of many new clinics was experiencing some signs of growing pains internally with staff as well as externally with some negative customer service feedback. |
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Read more... [Calgary Sport Physiotherapy Group]
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SITUATION:
Umbro, the soccer equipment and apparel manufacturer for Canada was a small athletic brand overall but a big name in soccer. Number two behind Adidas for soccer but with sales starting to blossom, Umbro was poised to take off. With the increased demand for product in the mass channels, and in anticipation of Nike launching into the soccer space, Umbro was in need of new brand positioning and a marketing strategy that would ensure a leadership position going forward. |
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Read more... [Umbro "Soccer is all."]
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SITUATION:
Umbro offered a co-op marketing program to customers that promoted our product within their stores. Many of these customers were small independent retail "Mom & Pop" type stores and they did not have the time and resources to ensure well-designed advertising messages, as a result, much of the co-op advertising was poorly designed and not very effective. |
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Read more... [Umbro "Marketing Binder"]
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SITUATION:
Tasked with developing the year 2001 business plan, in setting our sales forecast and in growing revenue by 30% I implemented a formal market research program as part of my planning process. |
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Read more... [EyeWire.com]
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