LUKE HARRISON
luke@lukeharrison.com.au linkedin.com/in/harrisonluke
MARKETING SPECIALIST
ABOUT ME
WORK EXPERIENCE
I’m a commercially-minded, creative and insight-led
2012 –
marketing professional - but it’s my ability to roll up my
PRESENT
EDUCATION
National Marketing Manager/ Creative Production Manager
sleeves, and dedicate myself to the task, that’s helped
True Alliance
Postgraduate Diploma of Management, Marketing Management
me achieve eight successful years in marketing and
Reporting to the Group Head of Creative,
Macquarie Graduate School
management.
this role has three main focuses:
of Management
•
Consult with brand managers and
promotional strategies for all flagship
Bachelor of Arts (BA), Human Resources Management and Sociology
boutiques, e-commerce sites and
University of New South Wales
Results-driven, and comfortable working under pressure,
marketing teams to develop and
I’m adept at successfully managing concurrent projects.
implement marketing, digital and
I possess high-level innovative planning and strategy skills which have led to a proven track record of improving
2007– 2011
1999 – 2002
clearance outlets.
company growth, and enabled me to exceed my personal
•
key performance indicators.
Manage the visual merchandising team to maintain VM standards
•
Ensure the smooth traffic management
Most importantly, I exercise a positive and personable
of the in-house creative agency to
attitude which I believe lends itself to strong leadership
guarantee efficient delivery of creative
and a productive team environment.
concepts.
PROFESSIONAL SKILLS Microsoft
0
10
CRM
0
10
Graphic Design 0
Word
Salesforce
InDesign
Excel
Marketo
Photoshop
PowerPoint
Radient6
Illustrator
10
1
CONTENTS OMNI CHANNEL CAMPAIGN
03
STORE LAUNCH
06
DATA ACQUISITION
09
WEBSITE BUILD
11
EMAIL MARKETING
13
CUSTOMER LOYALTY EVENT
16
WINDOW CAMPAIGN
18
VISUAL MERCHANDISING
20
OUTLET PROMOTIONAL STRATEGY
22
2
OMNI CHANNEL CAMPAIGN Year: 2014 Christmas is the most important sales period in retail. The brief for Ben Sherman was to
The brand’s English heritage was drawn upon using the union jack as wrapping to create
Develop a unified ‘gift giving’ message to ensure the brand met budget across all channels.
the illusion of unwrapping a present at all touch points — windows, instore point of sale, on the brands website, email marketing and social media channels. The message was also
The strategy was to simply use the message ‘Find what you’re looking for at Ben Sherman’,
used in media releases.
that is, subtly letting consumers know the brand can solve their gift giving dilemmas. Targets were exceeded across all channels throughout the campaign and Ben Sherman was seen as a destination for gift giving solutions.
3
4
SHOP SHIRTS
SHOP TEES
SHOP SHORTS
SHOP WATCHES
5
STORE LAUNCH Year: 2014
The first 7 For All Mankind store opened in Australia in October 2014 and an intimate store launch was requested to raise awareness of the brand and store within the local market. The attendee list focused on Melbourne media, influencers and tastemakers. All aspects of the event were tied back to the theme of SoCal (Californian lifestyle) which the brand represents. On the night brand ambassadors were on hand to talk about the product and educate the attendees on the brand. A hashtag was given to the event and an Instagram booth was onsite to encourage social media posts. The event had 67 guests attend and had 80 posts using the event hashtag. It generated print editorial value of $23,508.69 (excludes Instagram and Facebook) and reached 1,318,939 people (includes Facebook and Instagram).
6
6
7
8
DATA ACQUISITION Year: 2014 Nautica’s ‘Win a trip to NYC’ campaign took a multi-channel approach to data acquisition.
With the highly visual and iconic NYC imagery (the home of Nautica) and a strong call to
The competition was promoted via the Nautica website, social media channels, EDM’s
action, the campaign received 5000 new names, and generated $3,550 in sales with the
through the existing database and instore. External channels included digital advertising and
competition promo code.
a geo-targeted CPC Facebook campaign. The entrants themselves were also promoted to “refer-a-friend” to further grow the campaign; communicating the benefit of how entrants could “increase your chances” made an effective proposition for campaign members.
9
10
WEBSITE BUILD Year: 2015
Fully Responsive
As a new brand in the Australian market there was
Responsive web design is an approach to web
a need to build a local website.
design aimed at crafting sites to provide an optimal viewing experience — easy reading and navigation
The strategy was to create a responsive site
with a minimum of resizing, panning, and scrolling
replicating the global marketing messaging while
— across a wide range of devices (from desktop
giving customers information relevant to the Australian
computer monitors to mobile phones).
market (product and the denim fits available). This was a challenge as the number of navigation In addition, the site was a destination to extend/
buttons across the top of the site could not
continue the conversation wth customers who were
exceed four. Extensive research was undertaken to
send EDMs.
determine what were the most critical buttons in a customer’s user experience.
11
11
Feature 1
Feature 3
Gender specific fit guides are housed on
A dedicated page allows customers to
the website within a slider carousel that is
request an instore fitting. This sends an
very user friendly (one click to move to the
email to the store who will organise a fitting
next slide). The text on the image is large
specialist to contact the customer. This is
enough to be eligible on a mobile phone
designed to connect the customer to the
and live text that resizes itself based on
retail store and make a form of commitment
the device.
when browsing online.
Feature 2
Feature 4
This website is integrated with Salesforce
As a new brand in the Australian market,
and Marketo. When a customer subscribes
data acquisition was a central focus. As such
to the brand this data is sent to Salesforce
the footer of every page was specifically
and sends a triggered email to the customer
designed to capture customer’s emails
within a few hours.
addresses. This has been a top source of new customers since the site launched.
12
EMAIL MARKETING
Acquisition
Year: 2015
1
Prospective Buyer
A number of different strategies were employed: A/B tested different subject lines to learn what type of subject lines work for the Rockport customer.
•
Redesigning the layout of brand communication to a single call to action using just one image and large text. Minimal navigation tabs were used. and no other content was visible to distract from the key message.
•
Analysis of the brand database to understand who the Rockport customer is.
• • • •
Developing a brand proposition. Create segmented messaging based on gender specific e-marketing. Built a preference centre so customers to personalise their experience. Set up a number of triggered emails: ‘welcome’ and ‘birthday gift’ that are always on.
This resulted in an intimate and personal relationship between the brand and each customer along with increased email open rates and engagement.
13
4
tin
g
2
First Time Customer
Brand
Loyal
Nu
rtu
re
3
Repeat Customer
e
•
Da
tu r
from ‘newly acquired’ through to ‘repeat purchase’, ‘loyalty’ and ‘advocacy’.
Nu r
and relevance, moving customers through the Lifecycle Marketing Stages
ard Rew
The objective was to improve online communications through timeliness
13
14
15
CUSTOMER LOYALTY EVENT Year: 2014
The objective was to drive suiting sales. For this the existing Ben Sherman database was invited to a VIP suiting night. Using a simple and sharp RSVP form, it was easy for customers to express their interest in their local store while creating additional data. Those that RSVP’d were identified as “tailoring customers”, a segment key to the CRM strategy for Ben Sherman. The night was a great success with the following results:
• • • • • •
Total RSVP’s: 153 + 73 plus one’s Total Attendance: 41 Total suits sold: 51 Cost per success (attendance) $32.60 Total ROMI: $23,680 Average Attendance Rate 27%
The conversation continued with highly relevant follow up EDM’s based on attendance. While the cost per success may be considered high, the end product had a higher value enabling Ben Sherman to demonstrate an impressive Return on Marketing Investment (ROMI).
16
17
WINDOW CAMPAIGN Year: 2015
The ‘Watershort’ category is a significant but declining category within the Speedo business. The brief was to promote the range with a window campaign and instore bundle offer. With the timing of the campaign being April (Autumn/Fall) the strategy was to focus on the varied colours the product offers. Paint tins were hung in the window with various coloured paint pouring out and the watershorts attached to its matching stream of colour. This resulted in an eye-catching window that drew customers into store and saw product beyond the function of swimming. It also increased foot traffic dramatically for that time of year.
18
18
19
VISUAL MERCHANDISING Year: 2015
Globally Lacoste has stringent visual merchandising standards, these guidelines needed to be followed within the Australian market. These directives were received monthly, interpreted to ensure they fit within the Australian market and Australian visual merchandise directives were produced and given to the local visual merchandising team to execute. Point of Sale and other retail tools were developed to enhance the product and communicate the brands message. The overarching strategy was to turn browsers into buyers by creating an easy and enjoyable shopping experience. By working with the global team and ensuring merchandising and marketing contextually worked within the local market the brand enjoyed maximum foot traffic and consistently achieved sales figures and maximised profitability.
20
20
21
OUTLET PROMOTIONAL STRATEGY Year: 2014
The brief was to develop a solution to be able to switch on offers in the Lacoste Outlets at short notice. The strategy employed was to move away from decal application on the store windows and use large scale easels and foam core boards. The Lacoste planning team and Brand Manager committed to a library of offers that they could ‘switch on’ and ‘off’ throughout the season. Bold graphic messaging was created for window signage, instore signage and emails ensuring clear communication of the offers while keeping in line with brand standards. This project had a positive impact on the Lacoste outlet business as it allowed the brand to have a reactive promotional strategy responding the inventory levels and market conditions.
22
23
LUKE HARRISON MARKETING SPECIALIST
luke@lukeharrison.com.au linkedin.com/in/harrisonluke
24