Case Study

Marketing Artisan Savoir-faire

Having talent is a gift. Growing this talent into a thriving business is an art. I work with creative new businesses to help them grow using brand, marketing and product strategies that carve their niche in the marketplace, broaden their customer-base and increase profitability. Private clients include artisans, photographers, athleisure retail, pharmaceuticals, well-being and lifestyle.

Kineira est un atelier de maroquinerie fondé par un jeune artisan-entrepreneur en 2013. L'entreprise avait besoin d'une stratégie de vente et marketing-communications, ainsi qu'une identité de marque plus alignée avec ses produits.

CASE STUDY

Making New What Was Old

L'ARTISANEUR is an art-de-vivre e-commerce boutique in development for an entrepreneur in the Toulouse area. Creative direction focuses on bringing a modern and distinctive appeal to the brocante and artisan arena for the anglophone market. In addition to overseeing the brand identity across all touchpoints, a comprehensive 360º Marketing-Communications and new product development strategy were developed.

CASE STUDY

Introducing a US Software Brand to the French and European Markets

A rapidly paced B2B project that focused on introducing the California-based manufacturing software company iBASEt to the French and European markets at the Paris Air Show / Le Bourget, June 2019. Our challenge? Raising brand awareness in an already developed global market and demonstrating differentiation and experience within the highly complex aerospace ecosystem. This project led to an extended contract developing EU strategy until March 2020.

• Strategic Brief

• Agency identification and selection (Creative, Video and PR)

• Marketing / Sales Tools (text & graphics for video, landing pages, social, brochures, trade shows)

• Web and Social Content

• LinkedIn and Twitter paid campaigns, ABM InMail campaigns

• Sponsored content creation (La Tribune - FR)

• Media relations strategy development and execution

Taking this California-based design firm international was the driver behind the marketing and new business strategy for Eight Inc. Already known as a leader in innovation and experience design in the United States, the goal was to expand internationally to better serve global clients, and grow business. The solution involved a 360º marketing strategy that included online, offline, media relations, and a focused outreach plan that actively researched and engaged potential clients through targeted speaking engagements, community involvement and design competitions in key geographic areas across the United States, Asia and Europe.

• Creation and implementation of annual marketing, business development and public relations strategy with international action-plan 

• Development of Marketing-Communications tools - print, web site, initiated social media and introduction of enterprise social software for internal knowledge sharing and coordination

• Organization of and participation in client pitches and development of proposals - scope of work and fees

• Direction of submissions for RFPs and international design competitions - editorial, layout and production

• Management of client relations, ensuring smooth communication and maintaining client satisfaction, author client brand workbooks

• Initiation of all public relations campaigns - press releases, events, interviews 

• Team Management and Coordination - 5 Regional Marketing & Business Development Managers in direct report

Knoll, best known as an icon of mid-century modern design, is a billion dollar manufacturer of office furniture and design classics. Working with Product Marketing, internal focus groups, and leading internal and external creative teams, together we put in place a refreshed brand platform that helped drive sales in a quickly changing culture, economy, and workplace. Key to success was a combination of consistent creative direction and a relevant online and offline integrated marketing strategy.

• Corporate Marketing-Communications strategy and implementation

• Development of sales and specification tools - print, web, sampling & trade shows

• Introduction of segment marketing to increase market penetration in specific vertical markets such as Bio-tech and Finance

• Collaboration with Product Marketing (11 BUs) on product marketing strategy, visual differentiation, new product launches

• Initiation of internal communications strategy and tools to ensure timely distribution of corporate information, product updates and sales tool availability: intranet content development, enewsletters and multi-media resources

• Direction of external agency-partners and internal graphics and communications team (7 direct reports and up to 20 project-based collaborators)

• Creative Direction of graphics and photography

Before blogs, Facebook, or selfies brought our lives to the front page, nest explored the intimate expression of human living quarters. Working with artists and writers such as Pierre et Gilles, Jan Groover and Joop Van Lieshout, nest went beyond interior design to study the socio-anthropology of décor.