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hi there,
my name is derek.
i'm here to help connect you with your customers.
Now what? Let’s chat about how we can get the word out – to the right people, at the right time. Through a comprehensive, multi-channeled approach, we’ll work together to find the best way to reach your target audience, keep them engaged, and convert them into loyal clients.
First things first; let’s find out more about your idea, and the vision you have for the business.
Then, let’s make sure your audience knows exactly what makes you better than everyone else.
Finally, let’s keep people talking by always looking for ways to innovate and improve.
The Beedie School of Businessā Career Management Centre (CMC) works to empower business students and alumni – such as those in the Marketing field – with skills and resources to begin their careers.
Our team worked with the CMC to build brand awareness within the student body and increase engagement.
After analyzing site data, we realized that opportunities on their job board containing āBusiness Developmentā or āSalesā posted on the Beedie Community job board consistently received less engagement on average compared to opportunities with āMarketingā titles.
Working in a team of five, we conducted market research to identify key issues contributing to this low level of engagement:
To tackle these issues, we designed and launched a short-term digital campaign aimed driving traffic to Beedie Community job postings.
Through a variety of paid (Google Ads, Facebook Ads) and earned media (social networks), we directed our target audience to a mini-site which raised awareness of the job board and dispelled myths around entry-level marketing roles.
Our Campaign Funnel:
We reduced our target audience’s perceived barriers during their job search through education, and gained a better understanding of their decision factors through an A/B split test to which pit company-focused content against role-focused content.
Throughout the two-week span, our campaign produced:
And received some… enthusiastic feedback:
The Canadian Chamber of Commerce in Hong Kong (CanChamHK) is a non-government body that provides an extensive networking platform for its members. It is one of the largest international Chambers in Hong Kong and one of the most influential business groups in the Asia-Pacific Region.
With increased competition from the likes of coworking spaces and other Chambers in the region, CanChamHK needed to ensure their brand remained attractive to prospective members during the upcoming recruitment drive.
To tackle this issue, I designed and created marketing materials that were contemporary and memorable, while also drawing on the Canadian Chamber’s longstanding history and solid brand reputation in the region.
In doing so, I focused on strengthening the brand by:
I used:
During my co-operative education placement, I created a branding guideline that was used in the production of emails, webpages, and marketing assets. By end of the four-month term, materials I created:
The Wedgewood Hotel & Spa is an independently-owned luxury hotel located in the heart of Downtown Vancouver. A boutique gem among hospitality giants such as the Rosewood, Trump, and Fairmont, the property prides itself in its classic European ambiance and warm, personable service.
With over 55% of hotel bookings made through online travel agents such as Expedia or Booking.com, a key to maintaining financial sustainability is generating revenue not subject to commissions. Driving this direct revenue is a goal consistent across all branding and marketing efforts.
As Sales & Marketing Assistant, I was responsible for designing and executing marketing campaigns for the sales initiatives determined by the Revenue team. For the 2018 Holiday Season, the Hotel offered several Christmas and New Years packages, as well as special dinner and drink menus for each occasion.
Due to the large amount of information being conveyed to the audience, I needed to ensure that our touch points were delicate yet purposeful to retain engagement and prevent fatigue.
To do so, I set out to design a campaign which would capitalize on established brand recognition to present relevant, easily-digestible information.
The Campaign Funnel:
Working with a digital agency, I designed ad copies for display, and remarketing advertisements showcasing the Wedgewood’s unique seasonal decor. These banners served to enter our brand into the viewers evoked set and direct them to our landing page. These display ads utilized a colour palette and design language consistent with other campaign collateral.
The campaign’s landing page was branded the “Festive Desk”. This term was already established, having been used for email and phone inquires in previous years. By expanding it, I ensured uniformity between all channels which minimized confusion and created a cohesive experience.
When building the Festive Desk page, I designed three sections for simple navigation: Events (grouped by occasion), contact information, and shortcuts:
Each event had a specific call-to-action which converted visits into room booking and/or restaurant reservations. Phrases such as “Book now!” and “Don’t miss out” were used to create urgency, along with limited quantity warnings when appropriate.
The 2018 Holiday Season campaign was executed throughout December, consisting of digital advertisements, two email campaigns, and several website enhancements to drive visits to the Festive Desk landing page. Throughout this one-month span, it produced:
Furthermore, the campaign contributed to the most successful holiday season for Bacchus Restaurant in recent memory, selling out every special event hosted.
The Wedgewood Hotel & Spa is an independently-owned luxury hotel located in the heart of Downtown Vancouver. A boutique gem among hospitality giants such as the Rosewood, Trump, and Fairmont, the property prides itself in its classic European ambiance and warm, personable service.
Having served visitors to Vancouver for over three decades, Wedgewood has accumulated tens of thousands of customer profiles within several email marketing databases. However, messy and incomplete data has hindered efforts to effectively segment guests into relevant mailing lists. As a result, campaign targeting was not optimized, leading to low engagement rates.
While leading the implementation of our property’s new TravelClick Guest Management System, I ensured that the import of customer data was preceded by thorough cleaning. By doing so, low-value profiles could be identified, and effective segmentation of guests by location, behavior, interests, and more could take place.
Then, when designing campaigns, I ensured relevance by conducting A/B testing of various email marketing best practices, testing at a 95% confidence standard, and implementing successful tests. Variables included copy, images, subject lines, and send times. By keeping comprehensive records of engagement results, I could identify trends, patterns, and opportunities.
Over 18 months, I improved our email marketing strategy by restructuring our contact database, creating relevant content, and optimizing send factors. Throughout the 49 campaigns and hundreds of life-cycle emails deployed, the following results were achieved: