The Kirlin's Hallmark website is a WordPress Platform (formerly Joomla) and featured a rotating slideshow on the home page. I created ads based on submitted product images from vendors. These ads changed frequently and what you see here on my portfolio website is just a sampling of the many ads featured in the last 2 years.
Product Driven Ads
This is a selection of product driven ads that I designed for the Kirlin's Hallmark website. As you can see, I work with many different brands and must adhere to brand standards and display rules for each.
This selection of ads are in catalog or flyer layout style.
Coupons or Offers
I design an enormous number of in-store, online, and print offers throughout the year. Every offer has to be seasonal, has to respect any logo or trademark rules and must use approved fonts and colors for the larger company and individual campaign strategy.
The most important part of these coupons or offers is not just the art work you see here. As we plan our strategies, we're looking at sales data, historic trends for the season, the impact on our gross margin and more. We also work with our partner vendors to subsidize offers in order to drive volume in a product line. I analyze customer shopping habits and determine the best way to reach goals such as maximizing each transaction, engaging at-risk customers, rewarding loyal customers, driving additional visits, or increasing product affinity within categories.
I rolled out my SMS Text Marketing Program in September of 2013, and in under a year grew it to 26,000 subscribers. The program delivered a Text Open Rate of 98% and generated over $1M in sales. Now entering its third year, the program continues to grow and see positive sales results in a key demographic of millinial consumers.
In 2015, I sent around 90 emails which created 9.2 million points of contact with our customers. It's impossible to share the entire breadth of these emails in this format, but each one is a piece of our overall strategy. Each email fills one or more of 4 broad needs:
1. Drive overall visits to our stores.
2. Increase the individual average transaction (IAT) amounts.
3. Increase product knowledge and category affinity.
4. Keep our brand front of mind for all special occasions.
Each email is branded for our store and for the Hallmark Gold Crown look and feel, and each email takes into account any licencees that may be pictured. Email offers are tracked and response and open rates are calculated. I look at data that helps me zero in on the most successful subject lines, days of the week for open rates, and times of day for open rates. We also test email formatting to ensure display for mobile devices, which now account for the majority of views.