PROMOTIONAL MARKETING EXCELLENCE

TERRENCE ATKINS1 BARBERRY MEWS • MEDFORD, NJ, 08055 • 609-668-5523 • atkins.terry@comcast.net

PROMOTIONAL MARKETING EXCELLENCE

Creativity Promotion Strategy and Tactics Building High Performance

Teams

SUMMARY OF QUALIFICATIONS

Highly creative expert in consumer promotion and integrated marketing communications. A proven track record of creating strategically integrated big ideas that build long term equity, maximize return on marketing investment and drive profitable growth. Expert in promotion strategy and program development and experienced in marketing services, licensing, public relations and shopper marketing. Skills and experience earned from Fortune 500 iconic company recognized for marketing excellence. A highly effective team leader who creates a collaborative team culture built on a foundation integrity and trust.

Contract Negotiations and Relationships Creating Direction and Execution Deliver Outstanding Results

STRENGTHS AND SKILLS

PROMOTIONAL MARKETING EXCELLENCE

PERSONAL VISION

Support a marketing and sales culture that breeds and drives strategically

integrated big ideas that create consumer and customer demand

to build long term equity and drive profitable growth.

PROMOTIONAL MARKETING EXCELLENCE

FSI Couponing

Cause Marketing

Sweepstakes Affinity Marketing

Consumer Relationship Marketing

In Store Marketing

Licensing

PublishingLoyalty Marketing

Event Marketing

PROMOTIONAL MARKETING EXPERTISE

Contest

In-store CouponingSponsorship

Sales Incentives

Media Buying

Merchandising

Direct Marketing

PROMOTIONAL MARKETING EXCELLENCE

PROVEN NEGOTIATOR AND RELATIONSHIP MANAGERThe experience and expertise to negotiate favorable contract terms and

conditions with industry icons and manage those relationships to deliver much more than the contract requires.

PROMOTIONAL MARKETING EXCELLENCE

ACCOMPLISHMENTS

PROMOTIONAL MARKETING EXCELLENCE

STAMP OUT HUNGER

Objective: Increase Volume by Driving In-home Consumption Through Pantry Depletion and In-store Display Merchandising.Secondary Objective: Support Company's’ Mission of Nourishing Peoples Lives Everywhere, EverydayResults: One Billion Media Impressions, Double Digit Display Increase, A Record 73 Million Pounds Of Food in Just One Day

Worlds Largest Single Day Food Drive

•Mobilizing 230,000 Letter Carriers•Over 120 Million Direct Mail Postcards•Over 35 Million Circulation Magazine Ad•On-line Marketing•TV Public Service Announcement•Social Media•Courteney Cox and David Arquette - Spokespeople

35,000,000 Americans

are at Hunger Risk

PROMOTIONAL MARKETING EXCELLENCE

PROMOTIONAL MARKETING EXCELLENCE

ADDRESS YOUR HEART

Objective: Increase Awareness, Trial and Consumption for Campbell’s low sodium, heart healthy products.Secondary Objective: Support Company's’ strategy to trade consumers up to higher levels of wellness, quality and convenience.Results: One Billion Media Impressions, Double Digit Display Increase,

•$ 1.8 million donation to fight heart disease•30 day ABC daytime soaps media integration•Print advertising•On-line engagement•Workplace employee engagement•Nicole Miller exclusive dress design

PROMOTIONAL MARKETING EXCELLENCE

ART OF SOUP

Objective: Drive Awareness to New Label Design and Deepen Consumer Engagement with the Brand.Results: 500 Million Media Impressions, Over 10,000 Original works of Art,

OVER 10,000 ORIGINAL WORKS OF ART CREATED BY CONSUMERS

PROMOTIONAL MARKETING EXCELLENCE

SOUPERSTAR FANTASY

Objective: Improve soup relevance among kids and increase volume by driving in-home consumption through kid demandResults: Base consumption grew +5%, Shipments +6.3%, 14 of 15 soup attributes perceptions increased significantly (Arbor study), 61% of kids reported that the promotion really made them want to eat soup

10

2.5 MILLION UNIQUE KIDS VISITED MYSOUP.COM FOR

SOUPER STAR MANSION, THE 5TH MOST POPULAR KID WEBSITE

•Promotional TV•National FSI w/ Coupons•Over 100 Million Specially Marked Cans•Print advertising•On-line engagement•Point-of-Sale

PROMOTIONAL MARKETING EXCELLENCE

Objective: Create incremental trial and awareness- Link consumers at the retail point of purchaseSecondary Objective: Touch households with children; provide wholesome, family entertainment - Enhance Campbell Soup Company and Retail Partner’s ImageResults: 3.4% sales increase for Campbell’s R&W soup and over 300 Million PR impressions. Negotiated $2Milllion is savings

GO FOR THE GOLD

•Olympic TV Advertising•National FSI w/ Coupons•Over 150 Million Specially Marked Cans•Print advertising•Point-of-Sale•Souper Parent PR Event•Olympic Experience Sales Incentive•Sarah Hughes – Campbell’s Spokesperson•Collectors Mug Offer- Generating $500,000 in donations

PROMOTIONAL MARKETING EXCELLENCE

NEW!Website

NEW!Merchandising

NEW!Consumer Advertising

The biggest renovation in LFE’s 37 Year HistoryNew Look!, New Partnerships!, New Features!, Better Values!

NEW!Merchandise Catalog

Better Value!Better Value!NEW! Partners

LABELS FOR EDUCATION

Objective: Improve school coordinator engagement and participation in school registration and label collection . Win Back-to-SchoolResults: Increased school registration +18%, label redemption +3% and top tier customer support at 70% ACV – 12,000 stores for BTS

Renovating the Longest Renovating the Longest Running Loyalty Running Loyalty

ProgramProgram