© 2013 Melissa Vidakovic

MELISSA VIDAKOVICMarketing Portfolio

HOLISTIC CAMPAIGNAlignment of marketing, sales, professional services

Content driven / Customer focused

Multi-phased, nurtured sales/buying cycle

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN KEY OBJECTIVE

Increase thought leadership and brand identity in the Fashion/Apparel market.

STRATEGY Create a content driven/holistic marketing campaign centered around a pain

point that engages clients in a conversation with Lectra and repositions the company as a thought leader on this topic and in the Fashion/Apparel space.

GOALS Define pain point: Color in the Design process Leverage relevant partners: Pantone/Xrite, 24|Seven Increase consulting engagements for color management and engage clients

on new projects Leverage strategy to launch social media pilot to further reinforce Lectra as a

thought leader in the Fashion/Apparel space.

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN PLAN

Develop White Paper with Solution Expert – Minimum Fuss, Maximum Organization: Optimizing Color Managed Print Processing for High Volume Output, Fashion and Textile Design

Extract content for multi-touch points: Color Management Guide – imitate pantone swatch-book (direct mail

piece/email content/social media content/giveaway) Pantone Color of the Year Postcard (direct mail piece/email

content/social media content/giveaway) Create & Conduct Webinars

Optimizing Color Managed Print Process (Joint Webinar) Pantone Spring/Summer Color Forecasts (Joint Webinar) X-rite Capsure Color Device Color Principles Webinar Importance of Color in Design

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN

PLAN CONTINUED Submit abstract and present whitepaper topic at industry event Host Color Management Workshop at 24|Seven Social Media Pilot - Twitter Press Release – Live Event / Media Outreach for articles Color Management Consulting Collateral Host Design and Color Seminar

At Parsons School of Design – Project Runway space Panelist discussion – Pantone, 24|Seven, TC2, JCPenney, Wal-

Mart, Victoria’s Secret, LaSenza-Limited Brands, Parsons

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN – CONTENT EXAMPLES

Whitepaper: developed with solutionexpert; fueled further content.

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN –CONTENT EXAMPLES

Color Management Guide: mimicked pantone swatch-book, multi-purpose content use.

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN – CONTENT EXAMPLES

ConsultingAssessment Collateral:sales/client toolto definecolor managementconsulting/assessment process,set customer and service expectations.

© 2013 Melissa Vidakovic

DESIGN & COLOR CAMPAIGN

RESULTS Over 70+ attendees at Design and Color Seminar with live

Panel Increased consulting revenues and days booked by 50% Engaged 10 new client projects Social Media Pilot laid the groundwork for @LectraFashion

Twitter and Lectra Fashion Blog - Fashion Affair. Change in conversation from commercial to client concern;

took thought leadership position.

COLLATERALTargeted content

© 2013 Melissa Vidakovic

RADIOLOGY FLYER – TARGETED MESSAGE

CUSTOMER TESTIMONIALSReference tools to editorial content

© 2013 Melissa Vidakovic

CUSTOMERTESTIMONIAL:

New York &Company – interviewed,wrote,and secured finalcustomer approvals.

© 2013 Melissa Vidakovic

CUSTOMER TESTIMONIAL:NEW YORK & COMPANY CONT’D

© 2013 Melissa Vidakovic

CUSTOMER TESTIMONIAL TO ARTICLE:

La Jolla Group –interviewed CTO, edited final story; in combination withpress release, pitched to media.

Testimonial Articlein Prime/TudorRose,a Microsoft Publication.

© 2013 Melissa Vidakovic

ARTICLE SNAPSHOT

PRESS RELEASEWriting, editing, distributing – media lists/wire

© 2013 Melissa Vidakovic

PRESS RELEASE – COMPOSITES 2010

BLOGFrom direction to securing and writing content

© 2013 Melissa Vidakovic

BLOG

www.csisays.com

© 2013 Melissa Vidakovic

BLOG

CSI Saysunpublishedarticle –“CombiningTechnologyWith Big DataFor ImprovedHealthcareDelivery”