Claire E. Cunningham

PORTFOLIO

Logos

Logo, colors, and tag line are the foundations of a brand identity program.

Brand Identity

Challenge: Chain of hearing health clinics

needed a consistent, recognizable image

Solution: Pieces utilized logo and corporate

colors to create cohesive look

Print Ads

Challenge: Fitness center needed ads that differentiated them from the competition

Solution: Newspaper ads with unique artwork and a clearly-stated brand message

Print Ads

Challenge: Manufacturer needed to counteract perceptions that they were

expensive, behind-the-times, and boring

Solution: Ads communicate affordable products, up-to-date technology, and fun

Public Relations

Public relations can build credibility and publicize new products and company news.

Direct Mail

Challenge: Manufacturer was disappointed with performance of mailer

Solution: Revised mailer with fun message and incentive pulled in more inquiries and sales

Direct Mail

Challenge: Marketing agency needed visibility on a small budget

Solution: Postcard mailings generated enough business to more than pay for the program

Web Sites

Challenge: Chain of hearing health clinics wanted CMS web site

Solution: WordPress-based site made updating fast, easy and low cost

Web Sites

Challenge: Companies needed low cost web presence

Solution: Migrated existing CT Associates site to a new server, edited content, applied new design. Based first Simply Benefits site on brochure.

Newsletters

Challenge: Building products firm needed newsletter in print and electronic formats

Solution: Newsletter composed in both formats within tight schedule and budget limits

Newsletters

Challenge: Distributors didn’t know what to promote because of poor communication

Solution: Newsletter kept distributors in the loop about products and priorities

Literature

Challenge: Contract manufacturer needed affordable brochure to introduce the company

Solution: Three-panel brochure presents high quality image while keeping costs down by using existing photography

LiteratureChallenge:Company wanted a low cost brochure that promoted superior technology

Solution:Four-page, two-color brochure explained this technical superiority

Qualitative ResearchChallenge:

Manufacturer wanted to be sure that new brand ads had right messages and tone

Solution: Six focus

groups gathered market input on messages and ads. Resulting campaign and tag line were well-received

Quantitative Research

Challenge:Manufacturer’s engineers did not agree on the key benefit of a new product

Solution: Phone

interviews with buyers identified key benefit as product’s overall intelligence. Intro campaign was very successful at generating interest.

Planning

A marketing communications plan flows from the strategic businesA marketing communications plan flows from the strategic business plan, using s plan, using communications tools to achieve objectives. communications tools to achieve objectives.

Results Measurement

Challenge: Management at hearing clinic chain wanted to know how best to spend marketing dollars

Solution: Analyzed available information (appointments and sales) to provide a comparison of program performance

Claire E. CunninghamPlymouth, MN763-546-0479

clairec529@msn.comhttp://linkd.in/ClaireCunningham