A  Selection  of    Work  Samples  By  Peter  Bohan  Digital  and  Integrated  Marke4ng  Specialist  

DLK  Design  +  Life  +  Kids  

 www.designlifekids.com  

 Comprehensive  Digital  Marke4ng  Campaign,  Analysis,  Results,  and  

Recommenda4ons  for  Future  Growth  for  Ecommerce  Startup    

Executed  and  Presented  by    Peter  Bohan,  Digital  MarkeAng  Consultant  

April  2015    

KIM  WARDELL  Founder,  CEO  West  Chester,  PA

�  DLK,  launched  in  October  2014,  is  a  carefully  curated  collecBon  of  children's  fashion,  accessories,  toys  and  decor  for  the  modern  aestheBc  loving  family.  

�  Based  off  of  Kim’s  blog  of  the  same  name  (founded  in  June  2012),  she  focuses  her  love  of  clean,  minimalist  design  into  an  shop  featuring  bouBque  designers.  Each  item  is  hand  picked  and  all  kids  pieces  are  approved  by  her  two  daughters.

DLK  Brand  Pyramid  DLK  helps  create  a  

modern,  sophisAcated  look  for  your  home  and  your  family  that  evokes  

the  spirit  of  parents  with  a  passion  for  design  

The  beauty  of  modern  design  can  help  bring  families  together  and  help  inspire  imaginaAon  and  creaAvity  in  your  children  

I  want  my  living  space  and  my  children  to  evoke  my  spirit,  personality,  and  passion  for  design  and  décor    

I  want  to  foster  my  child’s  crea4vity  

We  make  it  easy  for  the  design-­‐minded  parent  to  shop  for  their  kids  &  themselves  at  the  same  Ame  

We  encourage  you  to  share  your  aesthe4c  with  your  children  

We  are  a  bouAque  online  shop  specializing  in  designer  kids  fashion,  toys,  plus  adult  décor  and  housewares  

Modern,  minimalist,  monochroma4c  style  

Core  Consumers  �  Mainly  woman  with  children,  ages  25-­‐44.

�  Family-­‐focused  parents  who  like  to  shop,  and  love  home  furnishings  and  décor  with  an  average  annual  household  income  of  $125,000.

�  Top  countries:  U.S.  (64%),  Canada  (9%),  Australia  (6%),  U.K.  (4%).   �  89%  female,  11%  male.  Urban  and  suburban.  55%  mobile,  45%  

desktop.

�  Anyone  who  appreciates  modern  design  and  home  décor.

Month   Visits   Conv.  Rate   Avg.  Value   Revenue   TransacAons  

Oct.  2014    5,149     1.44%    $55.40      $4,100      74    

Nov.  2014    5,929     1.65%    $66.90      $6,556      98    

Dec.  2014    5,903     1.58%    $83.07      $7,726      93    

Jan.  2015    8,666     1.18%    $79.17      $8,075      102    

Feb.  2015    6,966     1.42%    $60.45      $5,984      99    

AVERAGES:   6,522   1.45%   $69.00   $6,488   93  

DLK  Performance  Through  February  2015  

Kim’s  Goal:  Reach  $20K    in  revenue  in  one  month.  

Work  began  early  March  2015

ObjecAve  1:  OpAmize  Homepage  Layout,  SEO  +  Checkout  FuncAonality  

ObjecAve  2:  Boost  eNewsleeer  SubscripAons  +  Plan  Email  Campaign  Around  Special  Sale  

ObjecAve  3:  Execute  Paid  Ad  Campaigns  +  Social  Growth  Hacking  to  

Promote  Sale  

UX  CriAque/OpAmizaAon  

Homepage  Issues:  

•  No  call  to  acBon.   •  Top  product  shots  do  not  click-­‐through •  Email  signup,  search  field,  and  social  follow  icons  at  bobom  of  page.

•  Calls  out  shipping  policy  at  very  top  of  page  –  Use  for  something  more  important?

•  Huge  list  of  designers  at  bobom  of  page.  Looks  disorganized,  not  intuiBve  to  shop.

UX  CriAque/OpAmizaAon  

View  Cart/Checkout  Process  Issues:  •  No  ability  to  create  an  account •  Missed  opportunity  to  upsell •  Search  field  should  be  visible  to  encourage  addiBonal  shopping

•  From  start  to  finish,  purchasing  an  item  takes  6  clicks.  

•  No  way  to  sign  up  via  social,  or  pay  using  PayPal

UX  OpAmizaAon  RecommendaAons      Homepage  -­‐  Redesign  so  these  are  all  ABOVE  THE  FOLD:  

•  Search  for  a  product    

•  Sign  in  or  register  for  their  account    

•  Ability  to  sort/narrow  products  by  type,  brand,  price,  or  most  popular  

 -­‐  Move  enewsle\er  signup  above  the  fold,  with  special  offer  and  clear  call  to  ac4on    •  Direct  to  a  Thank  You  page  so  signups  are  

tracked  via  Google  Analy4cs    -­‐  Remove  designer  list;  allow  shoppers  to  sort  by  designer  with  drop  down  list    -­‐  Replace  top  banner  text  with  callout:  special  15%  discount  for  first-­‐4me  enewsle\er  signups    -­‐  Consider  adding  Picreel  to  this  page  with  en4cing  offer  to  reduce  bounce  rate  

Checkout  Process  -­‐  There  are  too  many  clicks  and  steps  needed  to  complete  a  purchase,  so  try  to  keep  this  to  1-­‐3  steps,  max.    

-­‐  Checkout  Page  1:  

•  Encourage  user  to  create  an  account  –  ideally  through  a  social  account  (like  Facebook)    

•  Consider  adding  Live  Help  or  Customer  Service  Chat  

•  In  show  cart  mode,  upsell  1-­‐2  other  items  

•  Allow  fast  checkout  with  Paypal  

-­‐  For  Checkout  Page  2:  

•  Show  full  order  details  and  a  bu\on  to  confirm  order,  Ideally  it  could  end  here    

-­‐  For  Checkout  Page  3  (if  needed):  

•  Direct  immediately  to  Thank  You  page  with  confirma4on  #  and  reaffirming  message  that  the  order  is  on  its  way    

UX  Design:  Mar-­‐Apr  Update      

Improvements  and  Results:  •  Enewsleber  signup  above  the  fold  on  homepage,  with  15%  discount  offer.

•  Top  announcement  bar  also  calls  out  15%  discount  for  enewsleber  signups

•  Email  signups:  Up  46%  (414  to  605) •  Bounce  rate:  Down  39%  (24.68%  to  14.95%) •  Conversion  rate:  Up  86%  (1.45%  to  2.71%) •  Many  changes  impossible  due  to  Squarespace  website  template.

Search  Engine  OpAmizaAon  •  Site  4tle  tag  was  

generic  “Design+Life+Kids”  and  included  no  keywords.  

•  All  pages  used  the  same  generic  meta  descrip4on—no  CTA.  

•  Searches  for  the  site  now  show  a  descrip4ve  4tle  tag,  and  site  extensions  with  customized  meta  descrip4ons.    

•  Home  page  meta  descrip4on  has  CTA  for  15%  off  your  first  order.  

•  Search  results  went  from  being  below  the  fold,  to  taking  up  the  top  half  of  the  screen.  

Spring  Clearance  Sale  –  Landing  Page  

•  To  anchor  campaign  +  boost  revenue,  we  had  a  3-­‐day  Spring  sale,  which  ran  4/14-­‐4/16.    

•  Terms:  25%  off  plus  free  shipping,  which  is  the  highest  discount  she  allows  at  this  point.    

•  Custom  landing  page  designed  with  is  simple,  direct,  with  a  clear  call  to  ac4on.  

•  All  custom  tracking  URLs  from  various  channels  brought  visitors  directly  to  this  page.    

Campaign  Tracking  for  Analysis  

•  Every  version  of  every  ad  had  a  customized  URL  created  through  the  Google  URL  Builder,  tracking  every  channel,  campaign,  version,  and  click.  Some  were  shortened  for  pos4ng.  

•  Allowed  us  to  track  performance  in  each  channel:  which  drove  the  most  traffic,  which  drove  the  most  conversions,  which  drove  customers  with  the  highest  AOV,  etc.  

•  Since  there  were  mul4ple  versions  of  the  same  ad  in  some  cases,  using  Google  URL  builder  and  a  detailed  spreadsheet  were  needed  to  plan  to  track  performance  data.    

Twieer  Growth  Hacking  with  Unfollowers  

Version  1:  •  Product-­‐focused  •  4,199  impressions  •  30  website  clicks  •  5  page  likes  •  6  post  likes  

•  DLK’s  Instagram  group  has  14,300  followers,  1,500  Facebook  fans,  yet  Twi\er  was  lagging  behind  with  720  followers.  

•  I  wanted  to  experiment  with  growth  hacking,  so  used  Unfollowers  ($6.90/month)  to  promote  the  Spring  Sale.  

•  New  followers  received  an  automated  Direct  Message  with  a  callout  for  the  sale,  promo  code,  and  (shortened)  tracking  URL  leading  directly  to  landing  page.  

•  The  plaporm  allowed  me  to  easily  follow  the  fans  of  similar  brands,  compe4tors,  bloggers,  and  peope  using  popular  design  hashtags,  with  a  30%  follow-­‐back  rate.  

Twieer  Growth  Hacking  Results  •  Gained  338  new  followers  in  one  

week  (a  47%  increase).  •  The  tracking  URL  sent  to  new  

members  generated  48  sessions,  and  6  transac4ons  totaling  $353.80  (for  a  5,028%  ROI).  

•  While  the  AOV  is  lower  than  average  at  $59.97,  the  CPA  was  very  low  at  $1.15.    

•  Very  quickly,  organic  growth  and  ac4vity  (retweets,  favorites,  responses)  had  her  page  and  sale  gerng  much  more  buzz.  I  think  the  key  here  is  these  are  very  targeted,  quality  followers  who  are  interac4ng  with  the  brand  and  Kim.  

•  Overall,  a  low-­‐cost  investment  that  makes  it  easy  to  target  a  similar  fan  base  with  high  ROI.  The  only  downside  is  that  there  was  a  lot  of  4me  invested.    

Takeaways      •  Results  so  far  have  been  great,  but  I  recommend  she  changes  plaporms—to  something  like  Shopify  which  

allows  for  more  site  customiza4on.    •  The  checkout  process  s4ll  needs  to  be  4ghtened  up  considerably.  

UX  Improvements  

SEO  •  She  needs  to  create  blog  and  social  media  aligned  with  top  keywords  her  audience  is  searching  for  to  

keep  improving  search  ranking  and  develop  thought-­‐leadership.  •  Create  site  tags  for  every  page,  and  use  alt  tags  for  every  picture  uploaded  to  the  site.    

Twieer  Growth  Hacking  •  The  number  of  followers  isn’t  as  important  as  the  ac4on  they’re  taking,  these  people  are  engaged;  

retwee4ng  her  posts,  making  purchases,  blogging,  spreading  the  word.    •  Based  on  her  success  with  Instagram  and  the  profitability  of  this  Twi\er  growth,  I  would  recommend  

con4nuing  to  test  special  offers  and  promo4ons  through  Direct  Messaging  or  A/B  tes4ng  tweets.  •  We  haven’t  yet  been  able  to  do  any  tes4ng  and  heavy  analysis,  but  we’d  like  to  see:  

•  Will  they  be  repeat  customers,  or  was  this  a  one-­‐off  success?  (low  AOV)  

•  What  4mes  of  day  do  posts  get  the  best  response?  

•  What  types  of  content  do  they  respond  to  the  most?  

•  What  types  of  offers  trigger  sales  or  other  ac4ons  (like  email  signup)?  

•  Can  we  segment  the  audience  by  age/loca4on/interests  and  tailor  content  to  them?  

Ema    Campaign  

Email  2  (Sent  Days  2  and  3,  4/14  &  4/15):  •  Clean,  product-­‐focused  design  •  Clear  CTA  bu\on  •  Featured  countdown  4mer  (free,  Mo4onMail)  •  Day  two:  23.8$  open  rate,  5%  click  rate  •  Day  3  (Final  Reminder):  30.9%  open  rate,  6.5%  click  rate  

Email  1  (Sent  Day  1,  4/14):  •  Clean,  product-­‐focused  design  •  Did  not  have  clear  CTA  bu\on  •  Featured  countdown  4mer  (free,  Mo4onMail)  •  Used  in  mul4variate  test  (see  next  page)  

Ema                          Campaign  Results  

Version  2:  •   Sent  to  segment  who  have  NOT  opened  any  of  last  5  campaigns.  •   Subject  line:    WE  MISS  YOU!  Come  back  for  25%  OFF  +  FREE  SHIPPING!  •   310  recipients  •   14.8%  open  rate  •   4.8%  click  rate  

Version  1:  •   Sent  to  segment  who  have  opened  at  least  1  of  last  5  campaigns  •   Subject  line:    Big  Clearance  Sale:  25%  OFF  +  FREE  SHIPPING  -­‐  3  Days  Only!  •   299  recipients  •   57.5%  open  rate  •   25.8%  click  rate  

MulAvariate  Test:  • Sent  same  email  to  2  different  list  segments  with  different  subject  lines.  

Ema                          Campaign  Results  Overall:  • Email  campaign  budget:  $0  (Free  MailChimp  plan)  • List  size  at  4me  of  campaign:  578  • Total  opens:  399  •   Total  clicks:  130  •   Orders:  27  •   Conversion  rate:  8.56%  •   AOV:  $88.59  •   Revenue  generated:  $2,392.80  

MulAvariate  Test:  •   Lesson  learned:  Segmen4ng  the  list,  and  tailoring  subject  lines  and  content  can  engage  “dead”  subscribers.    •   Recommend  execu4ng  addi4onal  tests:  surveys,  segmenta4on,  personaliza4on.    •   Perform  more  A/B  tests  to  see  what  kind  of  imagery  and  subject  lines  are  most  successful.  

         Ad  Campaign  

Version  2:  •  Lifestyle  and  sale-­‐focused.  Sense  of  urgency.  •  10,689  impressions  •  58  website  clicks  •  5  page  likes  •  4  post  likes  •  0.54%  conversion  rate  

Version  1:  •  Product-­‐focused.  Sense  of  urgency.    •  4,199  impressions  •  30  website  clicks  •  5  page  likes  •  6  post  likes  •  0.71%  conversion  rate  

         Ad  Campaign  Results  

Run  dates:  4/14-­‐4/16 Budget:  $119.69

Impressions:  14,888   Audience:  “Lookalike”  Women  25-­‐65  

Website  clicks:  88

CTR  (website  clicks  only):  0.59% Conversion  rate:  2.27%

Revenue:  $114.00 AOV:  $57.00

ROI:  -­‐5% CPA:  $59.85  (Very  high)    

         Ad  Campaign  Results  

Findings  and  RecommendaAons  •  $1.39  per  website  click  sounds  great,  but  the  CPA  was  almost  $60.00,  so  had  terrible  ROI.        •  CTR  on  both  ads  was  very  average  (around  1.00%)  yet  generated  only  2  conversions.  •  The  audience  we  ran  these  ads  to  was  huge:  over  4  million  people  based  on  a  “lookalike”  algorithm  Facebook  uses  to  find  people  similar  to  fans  of  DLK’s  Facebook  group.    •  Clearly  this  was  not  targeted  enough,  and  I  would  definitely  run  this  to  much  smaller  audiences  closer  to  her  Core  Customers,  tes4ng  crea4ve  with  different  audience  segments.  

Spring  Sale  &  Brand  Campaign/    Keywords:  

Kitchen  Cups  Campaign/  Keywords:  

Ligh4ng  &  Lamps  Campaign/  Keywords:  

Hugo  Loves  Tiki  Campaign/  Keywords:  

Design  Life  Kids  designlifekids  

dlk  design  kids  life  

Bone  china  tea  cup  Dombo  cup  

Espresso  cups  set  Modern  espresso  cup  

Modern  pendant  ligh4ng  Night  light  kids  Lamps  for  kids  Cloud  lamp  

Tiki  T  shirts  Hugo  Loves  Tiki  

Hugo  Loves  Tiki  Bebe  Hugo  Loves  Tiki  Tee  

Ran 4 simultaneous campaigns 4/14 thru 4/16

SAMPLE  ADS  

Campaign Dashboard: Constantly monitored and optimized, adjusting bids for successful keywords, pausing campaigns that were underperforming and diverting budget to successful campaigns; always

with an eye towards keeping CPC and CPA as low as possible.

RESULTS  

Run  dates:  4/14-­‐4/16 Budget:  $165.00 Impressions:  4,336 Audience:  Desktop,  Women  25-­‐44

Total  Clicks:  85 CTR:  1.96% Orders:  5 Revenue:  $463.00

AOV:  $92.60 ROI:  181% CPA:  $33.00    

Takeaways      •  Great  results,  high  AOV  and  very  profitable,  but  with  the  email  list  growing,  she  needs  to  start  crea4ng  

more  engaging  content  for  them.  •  Definitely  do  more  tes4ng,  segmen4ng,  and  personalizing  emails  tailored  to  consumer  interests.    

Email  Campaign  

Facebook  AdverAsing  •  While  this  campaign  wasn’t  par4cularly  successful,  the  ability  to  target  your  audience  to  such  a  high  

degree  calls  for  more  experimenta4on  and  investment.  What  types  of  ads  DO  work?  •  We  installed  a  tracker  onto  the  homepage,  so  we  can  target  everyone  who  visits  the  website  from  

Facebook.  Adver4se  specific  products  to  them,  drive  them  back  for  purchases.  Test  ad  crea4ve  with  this  audience,  and  do  more  tes4ng  by  segmen4ng  smaller  audiences  by  demographics,  geography,  etc.  

•  Try  product  slideshow  ads  featuring  biggest  sellers  rather  than  sta4c  images.  

Google  AdWords  •  Focus  on  high-­‐intent,  long-­‐tail  keywords  during  sale  periods.  More  generic  keywords  have  too  much  

compe44on.    •  This  campaign  was  profitable,  and  had  a  high  AOV,  so  keep  inves4ng  and  tes4ng!  •  The  CPA  is  fairly  high  and  can  be  improved  on  future  campaigns,  but  ROI  was  significantly  be\er  than  FB.  •  Keep  researching  keywords  and  compe44on  using  Keyword  Scrapers  and  Keyword  Spy  programs.    •  Test  headlines  and  other  copy  to  see  what  generates  be\er  CTR,  CPC,  and  conversions.    

Spring  Sale  Audience  

63% of orders during sale period were from NEW customers

Exis4ng   New  

63%  

37%  

Overall  Results  

March revenue nearly tripled that of February, and April will be DLK’s most profitable month ever!

Month   Visits   Conv.  Rate   Avg.  Value   Revenue   TransacAons  

Oct    5,149     1.44%    $55.40      $4,100      74    

Nov    5,929     1.65%    $66.90      $6,556      98    

Dec    5,903     1.58%    $83.07      $7,726      93    

Jan    8,666     1.18%    $79.17      $8,075      102    

Feb    6,966     1.42%    $60.45      $5,984      99    

Mar    9,179     1.88%    $83.41      $14,430      173    

Apr      11,154     2.55%    $113.93      $32,167   284  

Overall  Results:  March  -­‐  April  

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

-

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Visits, Conversion Rate & Revenue by Month

Visits

Revenue

Conv. Rate

Overall  Results:  March  -­‐  April  

March-­‐April  2015  have  had  big  increases  over  average  performance  Oct.  2014-­‐Feb.  2015:  

 

Visits  have  increased  64%  

Conversion  rate  has  increased  26%  

Average  Order  Value  has  increased  60%  

Email  newsleEer  subscrip4ons  up  62%  

 

Average  Monthly  Revenue  has  increased  267%!  

 

Recommenda4ons  for  Growth:  OWNED  Website:  Change  plalorm  to  reconfigure  homepage  layout,  enable  customer  accounts,  streamline  checkout  system,  enable  easy  product  sorBng.  SEO. Blog:  Focus  on  content  pillars  +  thought  leadership  in  kids  décor  and  design.    -­‐What  keywords/topics  are  your  customers  searching  for  more  informaBon  on?   Social  Media:  Posts  should  work  in    alignment  with  blog  and  enewsleber  topics.  Keep  growing  fanbase.  Landing  Pages:  Use  more  onen  for  special  promoBons.  Experiment  with  layouts.  -­‐Use  tracking  URLs  to  analyze  results.  Email:  Grow  list  as  much  as  possible.    Focus  on  content  for  weekly  enewsleber  (interviews,  product  video,  contests),    test  by  segmenBng  and  consider  starBng  an  invite-­‐only  VIP  or  customer  rewards  program.  

Recommenda4ons  for  Growth  PAID  OpAmizaAon:  Consider  OpBmizely  or  Visual  Website  OpBmizer  for  high-­‐conversion    landing  pages  Affiliate  MarkeAng:  Get  more  engaged  referrals  and  strategic  partnerships.  Social  Media  Tools:  To  make  strategy,    posBng,  tracking,  +  planning  content  and  editorial  easier  AdverAsing:  ConBnue  to  experiment  with  Google  and  Facebook–  it’s  worth  more  investment/exploraBon

EARNED  Social:  Encourage  more  sharing  &  referrals.  Create  content  calendars  each  month  to  plan  promoBons  and  topics  around  keywords    and  blog  topics.  PR:  Consider  hiring  freelancer  to  pitch    media  to  coincide  with  website  relaunch    generaBng  brand  buzz  and  new  traffic.

Focus  on  content  pillars  in  blog  and  social  media  posts.  Generates  interested  traffic  and  boosts  SEO.  

Customer  Interests   Brand  Interests  

Content    Pillars:  

þ  How  to  involve  your  children  in  your  design  life  

þ  Minimalist  Design  

þ  Décor,  food,  and  entertaining  

•  Interior  design

•  Minimalist  decor

•  Entertaining

•  Raising  kids

•  Food/Cooking

•  Personal  Style

•  Clothes

•  ImparBng  their  sense  of  style  to  their  children  Modern  living

•  Suburban  life  –  Urban  aestheBc

•  To  find  and  share  the  beauty  in  our  every  day

•  Fashion

•  Décor

•  Love  of  beauBful  design

•  Minimalist  design

•  Entertaining

•  Sharing  love  of  design  with  kids  –  how  to  bring  them  into  your  life

•  Being  a  single  mom

Brand  Experience  +  Web,  Blog  &  Social  Community  Links  Entertainment  Brand  Experience  Houghton  Mifflin  Harcourt:  Curious  George,  The  Polar  Express,  The  Giver,  Martha  Speaks,  The  Tes8ng  Chronicle:  Caterpillar  (CAT),  The  World  Almanac  for  Kids,  Ivy  &  Bean,  Taro  Gomi,  Press  Here  Workman:  What  to  Expect  When  You're  Expec8ng,  Brain  Quest,  Sandra  Boynton,  Barbecue  Bible,  Gallop!    Website  and  Online  Community  Samples    www.thetes4ngtrilogy.com    www.hmhbooks.com/jasperfforde    www.facebook.com/thetes4ngtrilogy    www.facebook.com/curiousgeorge    Blog  Posts  Press  Release/Invita4on  to  Digital  Realty’s  Panel  Event  at  ITW  2015:  hPp://telecomnewsroom.com/2015/04/29/digital-­‐realty-­‐to-­‐discuss-­‐the-­‐cloud-­‐ecosystem-­‐and-­‐its-­‐impact-­‐on-­‐the-­‐business-­‐cycle-­‐at-­‐itw-­‐2015/  Announcement  of  DLR’s  Panel  Event  at  ITW  2015:  hPp://telecomnewsroom.com/2015/04/14/meet-­‐digital-­‐realty-­‐at-­‐itw15/  Curious  George:  hPp://hmhyoungreadersblog.com/kids/picture-­‐books/where-­‐is-­‐curious-­‐george-­‐see-­‐curious-­‐george-­‐around-­‐the-­‐world/  hPp://hmhyoungreadersblog.com/kids/picture-­‐books/celebrate-­‐curiosity-­‐day-­‐with-­‐curious-­‐george-­‐on-­‐september-­‐21st-­‐2013/  Jasper  Fforde’s  Draw  a  Quarkbeast  Contest:  hPp://hmhyoungreadersblog.com/teens/young-­‐adult/enter-­‐the-­‐draw-­‐a-­‐quarkbeast-­‐contest/  LiPle  Pea:  hPp://www.chroniclebooks.com/blog/2010/10/14/liPle-­‐pea-­‐helping-­‐schools-­‐get-­‐healthy/  SF  Educa4on  Fund  Partnership:  hPp://www.chroniclebooks.com/blog/2010/06/01/chronicle-­‐nominated-­‐for-­‐partner-­‐of-­‐the-­‐year-­‐by-­‐the-­‐sf-­‐educa4on-­‐fund/    

Duck!  Rabbit!  at  the  White  House  hPp://www.chroniclebooks.com/blog/2010/04/07/easter-­‐at-­‐the-­‐white-­‐house-­‐with-­‐duck-­‐rabbit/  Tony’s  Pizza  /Lindsay  Olives  Partnership  –  Announcement/Contest  Winners:  hPp://www.chroniclebooks.com/blog/2009/06/24/calling-­‐all-­‐pizza-­‐fan%E2%80%94enter-­‐to-­‐win/  hPp://www.chroniclebooks.com/blog/2009/09/10/tony-­‐and-­‐the-­‐pizza-­‐champions-­‐and-­‐lindsay-­‐olives%E2%80%99-­‐pizza-­‐recipe-­‐contest-­‐winners/  9  New  Things  Amy  K.  Rosenthal  is  Excited  About:  hPp://www.chroniclebooks.com/blog/2009/09/24/9-­‐new-­‐things-­‐amy-­‐krouse-­‐rosenthal-­‐is-­‐excited-­‐about/  Chicken  Big:  hPp://www.chroniclebooks.com/blog/2011/01/20/don%E2%80%99t-­‐take-­‐it-­‐from-­‐us-­‐kids-­‐are-­‐big-­‐on-­‐chicken-­‐big/  Librarians  Love  the  LiPle  Books:  hPp://www.chroniclebooks.com/blog/2009/09/30/librarians-­‐love-­‐the-­‐liPle-­‐books/  Pizza  Adventures  with  Tony  Gemignani:  hPp://www.chroniclebooks.com/blog/2009/12/16/brava-­‐italia-­‐pizza-­‐adventures-­‐with-­‐tony-­‐gemignani/  Eric  Carle  at  The  Golden  Globes:  hPp://www.chroniclebooks.com/blog/2010/02/09/eric-­‐carle-­‐at-­‐the-­‐golden-­‐globe-­‐awards/  World  Almanac  Sweepstakes:  hPp://www.chroniclebooks.com/blog/2008/12/15/announcing-­‐the-­‐winners-­‐of-­‐the-­‐world-­‐almanac-­‐puzzler-­‐decks-­‐brainiac-­‐sweepstakes/  LiPle  Books/PBK  Sweepstakes:  hPp://www.chroniclebooks.com/blog/2009/06/02/want-­‐a-­‐2500-­‐gig-­‐card-­‐from-­‐poPery-­‐barn-­‐kids/  Taro  Gomi  Crea4vity  Contest  Winners:  hPp://www.chroniclebooks.com/blog/2008/07/31/introducing-­‐the-­‐taro-­‐gomi-­‐crea4vity-­‐contest-­‐winners/  Darwin  Day  post:  hPp://www.chroniclebooks.com/blog/2009/02/10/2009-­‐the-­‐year-­‐of-­‐charles-­‐darwin/      

Email  Campaign  Samples  At  Herrin  Publishing  Partners,  I  managed  all  email  campaigns  for  Outpa4ent  Surgery  Magazine,  from  weekly  Editorial  Alerts  to  custom  campaigns  for  proprietary  services  and  special  client  requests.  At  companies  like  Chronicle  Books,  Workman  Publishing,  and  Houghton  Mifflin  

Harcourt,  I  managed  all  campaigns  related  to  my  products  or  marke4ng  programs.  

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The  Chronicles  of  Harris  Burdick:  Print  and  display  advertising.  Leg:  full-­‐page  ad  in  Entertainment  Weekly.  Right:  Mul4ple  ads  in  The  New  Yorker.  As  part  of  the  campaign,  I  was  able  to  nego4ate  a  story  wri4ng  contest  as  added  value  that  The  New  Yorker  

promoted  on  their  website  and  through  an  email  campaign.    

Sherman Alexie

M. T. Anderson

Kate DiCamillo

Cory Doctorow

Jules Feiffer

Stephen King

Tabitha King

Lois Lowry

Gregory Maguire

Walter Dean Myers

Linda Sue Park

Louis Sachar

Jon Scieszka

Chris Van Allsburg

An all-star cast weaves 14 incredible tales around the intriguing illustrations from the legendary Mysteries of Harris Burdick. Funny, poignant, spine-tingling, and filled with surprises,

it is a collection of stories families will want to share again and again.

NO PURCHASE NECESSARY. Promotion begins September 26, 2011 at 12:01 a.m. EST and ends at 11:59 p.m. EST on December 31, 2011 (when all entries must be received). Contest is open to legal residents of the 50 United States/D.C., aged 13 and over. Employees of Sponsor and families not eligible. To enter and for complete rules, go to www.newyorkeronthetown.com. Prize a.r.v. $980.00. Sponsor: Condé Nast Publications, 4 Times Square, New York, NY, 10036. Odds of winning depend on the number of entries received.

To see the video and more, visit whoisharrisburdick.comHoughton Mifflin Harcourt

I

With an Introduction by Lemony SnicketWith an Introduction by Lemony Snicket

Chris Van Allsburg

14 Amazing Authors

Tell the Tales

14 Amazing Authors

Tell the Tales

The Chronicles of Harris Burdick

give the gift of

FOURTEEN MASTER STORYTELLERS.ONE AMAZING BOOK.

imagination

Submit your own story for a chance to win a free tablet e-reader and more!To enter, visit NewYorkerOnTheTown.com

The  Chronicles  of  Harris  Burdick:  The  New  Yorker  Tablet  Ads  These  digital,  interac4ve  tablet  were  part  of  an  ad  buy  with  The  New  Yorker,  and  promoted  our  wri4ng  contestAt  the  4me,  it  was  the  first  exclusively-­‐fic4on  contest  that  The  New  Yorker  had  ever  co-­‐sponsored  

and  promoted.  Results:  600  entries,  and  excellent  open  and  click-­‐through  rates!    

The  “Little  Books”  Sweepstakes  Partnership:    Chronicle  Books  joins  forces  with  Pottery  Barn  Kids,  Method,  and  General  Mills  

This  partnership,  which  I  conceptualized  and  executed,  gave  one  lucky  winner  a  $2,500  shopping  spree  at  PoPery  Barn  Kids,  the  en4re  line  of  Method  cleaning  products,  autographed  books,  and  gig  cer4ficates  for  a  life4me’s  supply  of  Green  Giant  vegetables.  This  generated  $21K  in  revenue,  and  PBK  hosted  events  at  all  stores  na4onwide,  handing  out  special  bookmarks  promo4ng  the  sweepstakes  to  aPendees.  The  dedicated  email  on  leg  generated  over  10,000  new  leads.  

The  Worst-­‐Case  Scenario  Jr.  “Gross”  Edition:  Jar  of  Slime  Giveaway  A  ½  page  print  ad  placed  in  Boy’s  Life  magazine  drove  traffic  to  a  giveaway  landing  page  in  an  effort  to  grow  our  email  newslePer  list.  Results:  Over  70,000  entries,  lots  of  online  buzz,  and  40,000  opt-­‐in  subscribers.  We  retargeted  all  70K  

consumers  with  a  special  offer  email  campaign,  which  generated  an  8%  CTR  and  a  3.3%  conversion  rate!  

ì   ê  

The  Worst-­‐Case  Scenario  Jr.  “Weird”  Edition:  Kidzbop.com      Site  Reskin  +  Added  Value  Video  Contest  

Digital  ads  were  fully  animated,  and  promoted  a  new  book  in  the  Worst-­‐Case  Scenario  Junior  book  series.  As  part  of  our  ad  buy  through  Gorilla  Na4on,  I  nego4ated  free  added  value:  Kidzbop  co-­‐sponsored  a  video  contest  at  no  extra  charge!    

Ads  for  the  contest  ran  all  over  their  network  of  sites  (including    Dragonball  Z,  Star  Wars,  and  more).  *Note:  Kidzbop.com  was  later  bought  out  and  is  a  completely  different  format  now.  

WCS  Jr.  “Weird”  Video  Contest,  featured  on  Kidzbop.com  (Negotiated  FREE  as  added  value  for  our  digital  ad  buy)  

Results  from  ads  and  contest:  Over  12.5  million  impressions  delivered.  Homepage  takeover  had  a  .86%  CTR.  Overall  CTR  was  .10%.  However,  it  produced  307  user-­‐generated  videos  from  our  target  audience,  over  6,000  new  website  visits,  and  a  87%  increase  in  sales  for  this  4tle.  Ads  targe4ng  kids  rarely  drive  immediate  sales;  it  ogen  took  weeks  to  see  results  since  

in  most  cases  parents  make  the  final  purchase.  Makes  for  an  interes4ng  sales  funnel!  

The  Worst-­‐Case  Scenario  Junior  Edition:  Family  

Features  Syndicated  Content  Distribution  

We  provided  the  content  –  in  this  case  4ps  for  kids  on  surviving  summer  –  and  Family  Features  put  it  out  through  their  major  network  of  newspapers,  both  print  and  online,  across  the  country.  Publishers  looking  to  fill  empty  space  or  provide  

useful,  engaging  informa4on  use  Family  Features  to  discover  helpful  content  that  they  can  then  repurpose  through  their  

various  channels.      

Food-­‐related  content  is  always  in  high  demand.  They  absolutely  love  recipes,  but  

certain  nonfic4on  topics  for  kids  and  families  can  get  great  pickup  as  well.  This  par4cular  piece  received  just  under  4  million  impressions,  and  drove  10,000+  

visits  to  our  series  website!  

The  Worst-­‐Case  Scenario  Middle  School  Edition:    YouTube  video  trailer  with  over  1  million  views!  

This  video,  which  I  helped  script  and  oversaw  produc4on  of,  was  promoted  via  our  YouTube  channel,  Vimeo,  BarnesandNoble.com,  Amazon.com,  and  was  featured  on  our  WCS  Facebook  page  and  WCS  website.  We  then  promoted  the  book  through  a  digital  

adver4sing  campaign  targe4ng  tween/teen  websites.  These  efforts,  in  tandem  with  a  PR/publicity  campaign,  led  to  a  428%  increase  in  direct  e-­‐commerce  sales,  an  888%  increase  in  sales  via  Amazon,  and  a  339%  increase  through  na4onal  retail  stores.  

Alloy  Campus  Voice  Partnerships  –  College  Content  Distribution  Alloy  Media  +  Marke4ng  distributed  these  giant,  oversized  posters  through  their  network  of  colleges  na4onwide.  We  provided  the  content,  and  they  then  found  an  adver4ser  to  purchase  space  (later  placed  on  the  boPom  of  the  poster),  thus  promo4ng  our  products  to  hundreds  of  

thousands,  if  not  millions)  of  students  in  our  target  demographic,  at  no  cost  to  us.  

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• 20 •

eneration Tuvayà\to transform a T-shirt

ou are a generationof hip, resourceful,creative DIY

warriors: Bored by thetraditional T-shirt, you wantsomething with personalizedpizzazz. You want to "wastenot, want not." You likeclothes but don't want tobe retail clones or slaves tocommercial logos or fashionmags. Descendants of thepunk movement, you stillknow the appeal of a well-placed safety pin.

So gather up thosecountless old T-shirts wonat sporting events, collectedat credit card sign-ups,promotional giveaways,or the random thrift store(even when they didn't quitefit), and forget about savingthem for a special occasion(that, by the way,is never going to happen).I know you're sentimentallyattached to some of thoserags, but why not turn theminto you'll actually

Enter Generation T.

#3

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better if the I L shitt you slash wa left behindby that not-so-special someone. t on Bon'ovi's "You Give If)ve a Bad Name r your o

those scissors. lust don't get too carri awav,or votill end up with a of T-shirt nfetti.

nerationTleg

ways to

a

1

ingredients

1 T-shirt(preferably fitted)tailor's chalkcardboard flapscissors (orrazor blade)

Turn the T-shirtinside out. With apiece of chalk, sketchthe shape of a heartacross the torso of the shirt.

Draw parallel lineshorizontally inside the outline

of the heart, approximately I n

apart.

Insert thecardboard flapbetween the layersof the shirt and,being sure to cut through only thefront panel of the shirt, slash along

the chalk lines.

Turn the shirt right side outand layer it over a tank top oranother tee.

Examples  from  The  Testing  Trilogy’s  $1MM  Marketing  Campaign  The  Tes4ng  was  our  lead  series  2012-­‐2014  and  was  a  top  marke4ng  priority.  The  consumer  outreach  started  with  an  early  

buzz  ad  campaign  on  the  science  fic4on  website  Tor.com.  Because  we  had  purchased  a  run-­‐of-­‐site  ad  campaign  on  Tor.com,  I  nego4ated  added  value,  including  editorial  features  such  as  this,  promo4ng  exclusive  content  I  helped  develop.  

Email  campaign  targeting  book  bloggers  for  The  Testing  As  part  of  our  early  consumer  outreach,  emails  sent  to  a  list  of  over  75K  book  bloggers  with  a  limited-­‐4me  offer  to  get  an  advance  read.  This  was  followed  up  with  a  banner  ad  they  could  use  on  their  blogs,  allowing  their  readers  to  also  get  a  sneak  peak  and  get  exclusive  content.  CTR  was  outstanding,  we  essen4ally  got  bloggers  to  adver4se  for  free,  and  the  

campaign  generated  hundreds  of  early  reviews,  which  I  think  were  instrumental  in  the  book’s  success.    

24-­‐hour  site  re-­‐skin  promoting  The  Testing  Part  of  our  consumer  marke4ng  launch.  

Major  print,  display,  and  social  advertising  for  The  Testing    Leg:  Full  page  ad  for  The  Tes9ng  and  its  sequel  that  ran  in  People,  Seventeen,  J-­‐14,  Girl’s  Life  and  other  teen  magazines,  with  a  QR  code  driving  traffic  to  series  website.  On  right:  Examples  of  some  paid  social  media  promo4on.  We  saw  an  80%  

increase  in  sales  the  week  ager  this  par4cular  group  of  ads  and  social  media  posts  ran.  

A USA Today Top Ten

Summer Read

“Electrifying.” —EntertainmentWeekly.com

Scan here for a free prequel, video, and more, or visit

TheTestingTrilogy.com

COMING 01.07.14

Key  digital  marketing  efforts  around  The  Testing.  Clockwise  from  top  leg:  The  Tes4ng  Trilogy  mini-­‐site  (Featuring  extensive  bonus  content.    

Most  consumer  ads  drove  traffic  here),  The  Tes9ng  Facebook  page  (Also  supported  with  paid  ads.),    The  Tes9ng  video  trailer  YouTube  page  (with  over  52,000  views),  and  The  Tes9ng  TwiPer  page.  

.  

PR  hit  for  The  Testing  video  trailer  on  EW.com  Entertainment  Weekly  liked  our  video  trailer  for  The  Tes9ng  so  much  that  they  did  an  

exclusive  premiere  of  it  on  their  website.  

The  “Where  Is  Curious  George”  Photo  Contest  Facebook  photo  contest  launched  in  partnership  with  NBC/Universal.  Fans  uploaded  their  photos  on  the  Curious  George  fan  page  and  anyone  was  allowed  to  vote  for  their  favorites,  encouraging  contestants  to  spread  the  word  via  their  own  social  media  accounts.  The  Grand  Prize  was  an  all-­‐expense  paid  trip  for  4  to  Hollywood,  CA,  courtesy  of  NBC/Universal,  

plus  a  huge  Curious  George  prize  package.  

“Where  Is  Curious  George”  Facebook  contest  promotion  More  Facebook  promo4on  around  the  photo  contest,  which  was  also  promoted  heavily  on  the  CuriousGeorge.com  

website.  BoPom  right:  Retail  signage  so  stores  could  promote  the  contest  included  a  tear-­‐off  pad  with  the  landing  page  URL.  The  contest  generated  100,000+  new  fans  on  the  CG  Facebook  page,  though  overall  conversion  rate  did  not  spike.  

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Curious  George  NYC  Ambassadorship  2014/2015  I  served  as  HMH  point  person  on  a  major  partnership  with  the  City  of  NY.  Curious  George  became  the  mascot  of  their  family  tourism  push,  which  included  bus  shelter  and  taxi  TV  spots,  Times  Square  billboard  presence,  a  full  digital  and  social  media  ad  campaign,  print  collateral,  and  much  more.  

The  Last  Dragonslayer,  by  Jasper  Fforde:    Hufaington  Post  ad  campaign  screen  shots    

Ads  promoted  the  first  book  in  best-­‐selling  author  Jasper  Fforde’s  new  Harry  PoPer-­‐esque  series  for  teens  (and  adults),  and  only  ran  in  the  Books  and  Libraries  sec4ons.  

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Various  Print  Collateral    (Managed  from  Concept  to  Completion)  L  to  R:  Poster  for  The  Giver  movie  4e-­‐in;  Princeton  philosophy  catalog;  Retail  countertop  easel  promo4ng  a  contest;  Scratch-­‐off  4cket  promo4ng  a  special  discount  for  booksellers;  

Outpa4ent  Surgery  magazine  annual  media  kit;    Poster  for  a  best-­‐selling  book  series.  

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Thanks  for  your  time!  Please  contact  me  with  any  ques4ons,  or  to  see  more  examples.    Cell:  215-­‐840-­‐3280  Email:  petebohan@gmail.com