Christine johnson MARKETING COMMUNICATIONS
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PUBLIC RELATIONS
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COMMUNICATIONS STRATEGIST
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Urging Ameren Missouri Customers to Act On Energy CHALLENGE
Drive program awareness and participation for Ameren Missouri ActOnEnergy programs, which provide a variety of incentives, discounts and rebates to help customers manage their energy use and save money
STRATEGIC APPROACH
Analyzed J.D. Power, MSI and focus group research to develop relevant messaging to reach customers about key energy efficiency programs Developed paid media campaign, Facebook contest, Tweet-up event and direct mail efforts promoting incentives from $50 to $720 2
myrole
Managed overall client relationship Directed project strategy, development and execution Supervised media planners, creatives, digital and PR teams
RESULTS
Increased refrigerator program participation by 260% during the July campaign (vs. prior months) A/C program secured the most contractor calls to date (vs. other ActOnEnergy programs) Increased size of Ameren Missouri social communities by 32-40%; drove positive conversation and secured 81 contest entries for Home Energy upgrades
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Rewarding Those Who “Power Change” in the Community CHALLENGE
Increase customer satisfaction and appreciation for Ameren Missouri during a summer rate increase, positioning the company as a trusted provider of reliable, affordable energy
STRATEGIC APPROACH
Reinforced Ameren Missouri’s value, reliability and citizenship by creating the Ameren Missouri Powers Change program, which rewards people and organizations who ‘power change’ in their communities
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myrole
Led agency pitch team to develop proposal and win competitive assignment Managed execution teams (creative, digital, PR, social, media planning) Concepted name and structure of social grant program
RESULTS
Integrated marketing campaign delivered 53MM impressions; TV reach and mobile click-through rates exceeded goals Grew Ameren Missouri’s Facebook community 1,750% (181 fans to 3,300), with positive customer posts and engagement throughout the campaign Grant program yielded 231 entries and nearly 6,000 votes statewide; generated 55 stories statewide promoting the program Program won 2012 Silver Anvil Award of Excellence
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Leveraging the FedEx NFL Sponsorship to Enhance Reputation and Engage Fans CHALLENGE
Freshen up a 10-year FedEx/NFL sponsorship to drive brand enhancement, fan engagement and impact key business objectives
STRATEGIC APPROACH
Reinforced FedEx support of Small Businesses by aligning with Junior Achievement during football season; hosted a live, functional lemonade stand staffed by NFL players and J.A. students at the Super Bowl media center in New Orleans
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myrole
Senior strategy and client counsel Developed plan and directed execution team Staffed on-site Super Bowl event and managed NFL talent
RESULTS
Generated more than 1,400 traditional media stories, 24,000 social media posts, and 574 million impressions for the season Secured 3.5 million votes for Players of the Week/Year during the season Social media engagement up 600% vs. prior year Lemonade stand raised nearly $2,000 for Junior Achievement programs, in addition to a $50,000 FedEx donation
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Enlisting NFL Players for Some Holiday Help at FedExOffice CHALLENGE
FedExOffice (formerly Kinko’s) needed to boost brand awareness and drive in-store traffic during the busiest time of year – the holidays, specifically for its Pack & Ship services
STRATEGIC APPROACH
Leveraged FedEx’s NFL sponsorship to “hire” holiday help in the form of well-known players, to pack and ship customer items in 6 markets Promotions and in-store signage to win season tickets incented customers to come into the stores 8
myrole
Developed new opportunity with existing account Oversee program strategy, development and execution Attended selected events to manage NFL talent and mentor junior staff on logistics
RESULTS
Generated 60 million impressions and increased awareness for FedExOffice Pack & Ship services Sales increased YOY in event markets based on individual store sales
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Educating Cat Owners on Tailored Nutrition for Spayed and Neutered Pets CHALLENGE
Introduce Royal Canin’s new SPAYED/NEUTERED feline products, and educate cat owners about their pet’s increased appetite and decreased energy needs
STRATEGIC APPROACH
Leveraged infographics and industry influencers (like syndicated pet columnist Steve Dale) to simplify a complicated story for cat owners Developed the You Share, We Give campaign: a social media call-to-action that triggered a donation to the American Humane Association and a free sample of Royal Canin SPAYED/NEUTERED formula for every Facebook “share” 10
myrole
Led strategy and proposal development with team Developed You Share, We Give concept Managed execution team to exceed measurement goals
RESULTS
Generated 165 stories totaling 40 million impressions Engaged hundreds of pet influencers at Blogpaws, a premiere industry event Developed personal, ongoing relationship between the brand and top pet bloggers Positioned Royal Canin as a leader in innovative nutrition, donating $25,000 to the AHA
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Educating Families to Plan, Prepare and Protect Themselves during Emergencies CHALLENGE
Introduce a new line of Energizer (Weather Ready) flashlights among its portfolio of products to help consumers prepare for power outages
STRATEGIC APPROACH
Developed, integrated Plan. Prepare. Protect. campaign to demonstrate Energizer’s thought leadership in emergency preparedness – teaming with first responders and American Red Cross chapters to host community and retailer events prior to hurricane season
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myrole
Developed campaign and managed execution team Wrote copy for media materials and retail brochure Staffed selected events and coordinated media interview
RESULTS
Successfully introduced new line and extended the program for three years Won 2009 Silver Anvil Award of Excellence Forged relationships with local American Red Cross chapters and donated more than $100,000 in funding and product to help families in need 13
Celebs Ask Kids for their Autographs – and Sharpie Gives Back CHALLENGE
Take the 15-second Terrell Owens ‘Sharpiegate’ touchdown celebration and extend Sharpie’s 15 minutes of fame (in a positive way) for three more years
STRATEGIC APPROACH
Teamed the brand with NFL players and other celebrities to ask students for their autographs, in exchange for funding and school supplies from Sharpie
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Names included NFL Hall of Famer Howie Long, Hines Ward and Tony Gonzalez to model Kathy Ireland, country star JoDee Messina and more
myrole
Presented strategy, concepts and budget for client approval Assisted in plan development Executed and managed program from materials development and event staffing to final results reporting
RESULTS
Secured more than 400 placements and 500 million impressions from 2003 - 2007 Donated more than $3 million in funding, college scholarships and Sharpie products to schools and students across the country
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Sharpie Unveils the Ultimate Autograph Experience CHALLENGE
Drive entertainment coverage around a high-profile sporting event (the Super Bowl) that showcases the ultimate autograph experience Break through the Super Bowl media clutter in a creative way for a brand that is not an official game sponsor
STRATEGIC APPROACH
Unveiled a one-of-a-kind “Celebrity Edition Sharpie” valued at more than $10,000 to showcase the ultimate autograph experience in Miami prior to the Big Game Enlisted celebrities and NFL athletes to lend their signature to Sharpie’s Autographs for Action program, to help raise money for charity 16
RESULTS
Gifted 150 celebs, athletes and media with $500 versions of the Sharpie, studded with Swarovski crystals, including Scarlett Johansson, Samantha Harris, Joey Fatone and Stacy Kebler Secured 84 million impressions including the following placements: people.com, perezhilton.com, Best Damn Sports Show Period, New York Post and Miami Herald
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Reinventing Reinventing the TheIconic IconicPyrex Pyrex Measuring Measuring Cup Cup CHALLENGE
Reinforce the Pyrex brand equity to celebrate beginning cooks who “measure up” in the kitchen and promote reinvention of the iconic measuring cup and other innovations
STRATEGIC APPROACH
Developed a nationwide search to crown “America’s Hottest Culinary Couple” with some help from “hot” actor Gilles Marini, passionate culinary expert and Dancing with the Stars finalist
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myrole
Concepted and secured celebrity for strategic program fit; staffed kickoff event and NYC in-studio interviews
RESULTS
Garnered NY and national coverage including Star Magazine, InTouch Weekly.com, the Wendy Williams show, WPIX, WNBC, Chicago Redeye and Chicago Tribune Generated 40 MM impressions and launched an online reality cooking series on the Pyrex YouTube channel
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contact christine.s.johnson@me.com, 314.497. 3910 linkedin.com/in/christinejohnsonstl @csjohnson24 Christine Fowler Johnson
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