Transcript Directives/ eDirectives targeted marketing and communications a

Directives/
eDirectives
targeted marketing and
communications
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perception. creativity.
practical solutions.
a snapshot
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DIRECTIVES/eDirectives: Targeted
Marketing & Communications is an independent
consulting firm dedicated to finding practical, yet innovative
solutions for 21st century business challenges. We serve:
 Multichannel retailers and service organizations, using
multiple sales & communications vehicles—brick-andmortar stores, catalog, internet, email, mobile, DRTV,
direct mail, space advertising, telemarketing, etc.
 Business suppliers to the broad retail community, and
 Not-for-profits and companies that practice
conscious capitalism.
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perception. creativity.
practical solutions.
a closer look
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Over the years, clients have included both B2C and B2B
marketers, ranging from small retailers to Fortune 200
companies, in all types of industry segments, from:
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Apparel to Finance
Technology to Travel
Health to Hard Goods.
Expert in integrating a wide variety of communications
vehicles with practical, profitable solutions:
Bricks & Mortar, Catalog, Internet, Email, Mobile, Social Media,
Solo Direct Mail, Telemarketing, Publishing, Advertising, and DRTV.
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Carolyn Gould, Ph.D., president, was editor of
CATALOG AGE and DIRECT magazines
prior to founding her own company.
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perception. creativity.
practical solutions.
practical , integrated
solutions
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New Concept Creation, New Business Development
Strategic Insights
for established companies or entrepreneurial start ups
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Customer Experience Management &
Customer-Centric Communications, Merchandising, and
Customer Service Interaction
Tactical, Integrated Campaign Management
in diverse media & vehicles, electronic or print
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CRM/Database Marketing Programs
for customer loyalty, retention, reactivation, and prospecting
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Creative Direction of Your Team or Ours
from concept through execution & production
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Market Research & Trend Analysis
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perception. creativity.
practical solutions.
What clients say
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[Carolyn] brings an extensive amount of experience to the
table in all areas of direct and multi-channel marketing. The
strategies she develops are innovative, creative and focused.
A top-notch mentor, she's passionate about improving
brands, the customer experience, and, as a result, company
performance.
--Michael Schuster, formerly Catalog Director, The Franklin Mint;
currently, General Manager, Nancy’s Notions
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All I can say is I appreciate your efforts, integrity and
commitment to do what is in the best interests of all. You
are a professional with a brand I support and admire.
--Michael Ellison, Founder and CEO, Trivita; CEO, Amazon Herb
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the new three R’s:
results, improved ROI,
& increased response
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DIRECTIVES/eDirectives has:
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Launched a word-of-mouth Referral Campaign that broke
even within six months ($25 product honorarium) while
significantly reducing customer acquisition costs
Routinely increased electronic and print campaign
results, for example, a 40% increase in revenue earned
per book (season-to-season) for a company’s largest
catalog title
Repeatedly cut costs for multichannel businesses—up to
$1MM/year—by changing contact strategies.
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perception. creativity.
practical solutions.
Managed cultural change for several B2B and B2C
companies, including the internet division of the world’s
largest travel global distribution system.
Developed the three year strategic and business plans for
a venture-financed retail, internet, and catalog start-up in
the bridal registry/gift business—a business that was
then acquired by a large multi-channel media company.
Created over 80 turn-key customer retention programs
by forming partnerships between retailers and
publishers, which most often resulted in a 15% (or
higher) increase in subsequent purchase behavior among
best customer segment.
Provided CRM/database sales and training programs for
what was then the nation’s 2nd largest newspaper/online
publisher, resulting in routine double digit sales increases
in its direct division.
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practical solutions.
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Delivery—o n time, cost-effectively
with candor, wit, true grit and grace
Management Issues
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Strategic Planning
Business Plans, Feasibility Studies, Start-Up Businesses
New Business Development
Cultural Change
Organizational Analysis and Change Management
Database Development
Re-Positioning
Marketing
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Market Research (Qualitative and Quantitative) and Consumer Trends
Analysis
Marketing Partnerships and Joint Ventures
Customer Retention, Reactivation, and Relationship Marketing
Prospecting and New Opportunities Development
Competitive Analysis
Customer Communications Programs
Customer and Market Research and Analysis
Word-of-Mouth Marketing
Sales
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Advertising
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Product/Offer Analysis and Critique
Product Selection, Layout and Pagination
Product Testing Recommendations
Square Inch Analysis
Merchandising Trend Recommendations
Product Development
Vendor Referral
Advertising Evaluation
Advertising Concept and Creative Development
Agency Interface and Reviews
Media Recommendations
Use of DM in Newspapers and Other Non-Conventional DM Channels
Creative
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Merchandising
Strategic Program Development
Collateral Creative and Direction
Sales Training and Promotion
Prospecting, Contact and Client Development
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Catalog, Solo Direct Mail, Website, Email, and Publication Critique
Creative Direction (all communications channels)
Copywriting—web and print; script writing
Layout Design and Illustration
Packaging Design
Store Layout, Signage
Editorial
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Editorial Critique and Repositioning
Public Relations
Feature Writing
Feature Article and Book Editing
Editorial Placement
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representative clients
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Multi-Channel Retail/Wholesale
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Bloomingdale’s
Discovery Health Channel
The Franklin Mint
The Golden Bear
Habitat
Mignon Faget
Nancy’s Notions
Norm Thompson
PGA Tour Direct
SmartPak
TriVita/Amazon Herb
Voice Systems Engineering
Walnut Acres
Start-Ups Concepts, Branding &
Planning
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Playboy Enterprises
The Wedding List (now part of
Martha Stewart/Omnimedia)
Applied Interactive Media (now
part of Ziff-Davis)
SAVA Apparel
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Other C2B & B2B Companies
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Business-to-Business
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The Goldenrod Foundation
Knight-Ridder Newspapers (now
disbanded)
Paralyzed Veterans of America
Sabre Virtually There
Discovery Channel—Middle School
Science Catalog
Entex Information Services (now
Siemen’s Business Services, Inc.)
Lion Brand Yarn
Data Providers/DBM Companies
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Acxiom
Direct Marketing Technology (now
part of Experian)
Yankelovich
Various agencies, list brokerage &
management companies
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perception. creativity.
practical solutions.
Breadth of experience
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As editor of CATALOG AGE magazine, Carolyn conceived of,
produced, and marketed the CATALOG AGE REPORT, the first
comprehensive survey of catalog marketing trends and practices.
Carolyn was also instrumental in founding the prestigious
AMERICAN CATALOG AWARDS and programming the ANNUAL
CATALOG CONFERENCE (once the ACCM).
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A recipient of the distinguished Deutscher Akademischer
Austausdienst (DAAD) fellowship and Fullbright nominee, Carolyn
is a member of Marketing Executives Networking Group (MENG)
and Phi Beta Kappa. She is Vice Chair of the Southeastern
Massachusetts Pine Barrens Alliance.
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Carolyn is a frequent speaker at marketing and other trade
association conferences and author of several seminal articles on
retail and database marketing.
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perception. creativity.
practical solutions.
some creative work with client teams
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perception. creativity.
practical solutions.
A Taste of Directives/express
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perception. creativity.
practical solutions.
Contact: [email protected]
215-554-3015
Directives/
eDirectives
targeted marketing and communications
References, Sample Creative, and
An Expanded Client List
Available Upon Request
Contact:
Carolyn Gould
1022 Avalon Way
Plymouth, MA 02360
215-554-3015