Direct Marketing Portfolio

Julianne Rodgers

Table of ContentsBrand Profile 01

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02Consumer Profile

Direct Mail

Email

SMS/MMS

Postcard - Flyer - Brochure

Coupon

Newsletter

Blog

Display Ad

References

Brand ProfileAbout Jules McKensey is a human trafficking healing and awareness communication business. Jules McKensey is a sole proprietorship that is owned and operated by Julianne Rodgers, who speaks against the human trafficking industry and utilizes yoga therapy to bring healing to victims. Located in Palm Beach, Florida, the Jules McKensey brand reaches to restore hope and raise awareness to a part of the world that is full of brokenness and pain. Julianne Rodgers, CEO, has established direct partnerships with the Human Trafficking Coalition of the Palm Beaches and the International Justice Ministry. These partnerships have provided conference platforms and workshop opportunities for consultation in public relations and speech communications.

How I Started From a young age, I have always had a passion for helping those who had been taken captive by the human trafficking industry and becoming involved was a necessity. As I started practicing yoga in high school, I came across yoga therapy and the healing it can bring to those who have been exposed to abuse and sexual violence. In the summer of 2016, I received my RYT 200-hour certification for yoga and began teach-ing at Liberty University. Bridging the gap between both of these passions created an opportunity to establish revival in such a dark and broken industry through the support of community and physical transformation.

Mission My mission strives to spread awareness to fight the human trafficking epidemic and to utilize teach-ing and guidance in yoga therapy to bring healing and restoration to victims, while leading others through communication, collaboration, and compassion.

Services The services I offer divide into two main categories – strategic/social/speech communications and yoga amenities. Through communications, I offer public relations consultation, social media communica-tions, and public speaking – each on behalf of human trafficking awareness. For yoga, I not only guide vic-tims on a journey to restoration through classes and workshops, but I also train others to utilize yoga therapy to lead the healing process.

Goals Generating a community of passionate leaders in the fight against human trafficking and bringing together victims in the healing process is my main goal. I also want to assist established organizations in the area of communications and provide an avenue to those who are naïve to the reality of the trafficking indus-try. Utilizing yoga to teach and train others who are passionate is another main goal.

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Consumer Profiles

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Young Cosmopolitan

The main source of income for the Jules McKensey brand will come from this first customer type. These customers are within the age range of 18-35, millennials or Generation Y, and are predominantly female and Caucasian. Most of the Palm Beach population falls into the 21-34 age category and they make up most of brand revenue in the area. This consumer has an undergraduate or postgraduate degree that is most likely accompanied with a metropolitan job and a lower to middle-class income. They either live in urban or suburban Palm Beach, and they are generally unmarried and live alone or with roommates.

The “young cosmopolitan” prioritizes health and fitness as a part of their lifestyle. They tend to be outgoing and proactive, and are hardworking individuals when it comes to their job. Relationships are important in their lives and they try to get together with friends at least once a week. These consumers want to make an impact in their community and find value in helping those who are in need.

Within the Jules McKensey brand, this customer will utilize the yoga services to increase their esteem for being active and striving towards their physical goals. They will also benefit from the convenience of the studio and offices in their local area. If the customer chooses to pursue further training in yoga therapy, they will gain value and meaning from providing healing to the community of trauma- impacted victims. These customers will be medium to heavy users that will stay loyal and consistent to the yoga services that my brand will offer. As a millennial, this consumer will be prone to brand consistency and loyalty and be quick to spend money on various services and products. The social platforms that will most reach this customer include Facebook, Instagram, and Pinterest.

https://www.emergex.com/en/about/sred-careers/

Church Organization Leaders

Another high source of income for the Jules McKensey brand will come from this second type of consumer. These customers will most likely be in the age range of 45-65, later baby boomers and earlier Generation X, and encompass both male and female (most likely Caucasian). The public relations and communications focus of the brands services will reach these customers more nationally across the US, rather than staying local, mainly in big city and suburban areas (east coast focus). This consumer has an undergraduate or graduate degree and spends most of their time within the church, supplying their knowledge to further the efforts of the church within the community. Living off a middle-class income, they are generally married with kids.

The “church organization leaders” prioritize faith, family, and community in their lives. They tend to be extraverted individuals, who enjoy speaking in front of big crowds, and are drawn to leadership. They are Christian (non-denominational), and their faith in Christ and their love for people is what drives them. These consumers want to make an impact and be an ambassador for the kingdom of God.

Within the Jules McKensey brand, these customers will utilize the public relations, strategic planning, and social media services that are offered. They will find value in outreach and generating awareness towards the fight against human trafficking. The virtual advantage of these aspects will also allow convenience in long distance coordination. If the customer chooses to utilize these services, they will find personal value and meaning by increasing their opportunities in human trafficking outreach and awareness. These customers will be light to medium users that usually hire according to conferences or other events. The social platforms that are most used by this customer include Facebook, e-mail, and traditional website research.

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https://mormonhub.com/blog/life/parenting-advice-lds-church-leaders/

Direct Mail

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Direct mail is a form of advertising that is sent to current or prospective customers through the mail. The unique part of direct mail is that it can come in many forms. For example, a letter, card or postcard, a bound material, or regular or irregular parcel. The purpose of direct mail is to target audiences on a more specific and personal scale. Through this perspective, companies can achieve the 40/40/20 rule of marketing by utilizing direct marketing (Witkowski, 2014). To follow this rule to succession, companies can use direct mail to make the information relevant to the audience (40%), be clear about offers (40%), and utilize creativity for everything else (20%). Companies should consider using direct mail for either general saturation, targeted saturation, mass mail, targeted mail, or micro-targeting (Witkowski, 2014).

In order to successfully achieve direct mail for company benefit and return on investment, there are a few tips and tricks that will be helpful. Defining the best way for your company to accumulate lists is the first step. Some options that work for best practice is the use of house lists generated over time, lists for purchase, lists from associations, list compiled from third parties, or list donors (Witkowski, 2014). Once you have identified your targeted audience, organize your lists and define your frequency of mailing for that specific target. When it is time to generate the actual direct mail itself, there are seven key copy drivers to consider for message creation – fear, greed, guilt, anger, exclusivity, salvation, and flattery (Witkowski, 2014). Another way to pull in your consumers is through the offer and the appearance of your direct mail piece. Utilize colors, fonts, folds, and imagery to draw the attention of viewers. Before sending out your direct mail piece, make sure there is an element of personalization (i.e. stamps, hand addressing), it appeals to all 5 senses (if possible), and it leads to interactivity or engagement (Witkowski, 2014).

Direct Mail Elements

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Email

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Email marketing is a form of digital mail that is sent as a commercial message from a brand or company to a group of people or consumers. Utilizing email has a lot of basic benefits that include cost effectivity, a high return on investment, the opportunity to turn prospective customers into loyal ones, and the ability to develop relationships with current customers (Arnold, 2012). The purpose of using email marketing is that it gives companies a cheaper avenue to stay in personal contact with consumers and release updates, upcoming events, or special offers. Three of the main tips to consider when beginning an email marketing strategy involve asking or receiving permission from your recipients before sending emails, offering subscription preferences, and establishing proper frequency and relevance for each targeted consumer (Arnold, 2012).

As a company is starting to build their email campaign they need to consider legality issues. Aside from providing an attorney to look over the campaign, companies should always offer an unsubscribe option as well as a physical email address (also helps avoid being thrown into spam or junk mail). Ways to collect email lists is similar to that of direct mail, and once you accumulate these lists it is important to protect them from competitive brands and companies (Arnold, 2012). Three ways to design an effective email consists of designing proper formats such as newsletter or promotional advertising, using your brand consistently among emails, and creating layouts that are easy to follow and keep viewers interested. To maximize email campaign results, companies should keep their email lists up to date with bounces, avoid looking like spam while using a good service provider, and measure click-through data with email tracking (Arnold, 2012).

Email Elements

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SM S/MM S

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SMS marketing, known as short message service, is a text message service that allows you to send a message of up to 160 characters from one device to another. MMS marketing, known as multimedia messaging service, is another text message service that allows you to send a message that consists of visual images, video, or audio content from one device to another (SMSGlobal, 2011). Companies should use SMS/MMS marketing to communicate information while avoiding the obstacles of data, apps, email servers, or specific software. The purpose of text message marketing for companies is to utilize it for marketing and promotions, confirmations, notifications and alerts, appointment reminders, payment reminders, and internal communication for company employees (SMSGlobal, 2011). The best SMS/MMS delivery methods to utilize include a web SMS platform, an application protocol interface, or an email to text service.

Once a company starts to create their SMS/MMS marketing campaign there are a few things to use in order to ensure a successful campaign. The best ways to acquire a list of mobile numbers are from offering a mobile opt-in option, a web opt-in option, using an existing database, and verifying consent when collecting numbers (SMSGlobal, 2011). When creating the actual message, the best format is to start with the company name, then include the recipient name for personalization, followed by the offer, then the qualifier, the redemption instructions, the expiration date, and the opt-out options. Unless the message is time related to an appointment of special offer, general messages should be sent between 11am and 1pm; however, always research the best time to contact your target audience (SMSGlobal, 2011). SMS/MMS marketing is a key part of the direct marketing experience and is usually successful for companies as they have a 98% open rate.

SM S Element

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MM S Element

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Postcard - Flyer - Brochure

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A postcard is a single card that can be printed on both sides with short concise messages that is often mailed. This form of marketing is cost effective, easy to store, keep, and carry, and can be used repeatedly or sequentially. Companies often use postcards to introduce a new product or service, to promote special offers or coupons, to keep in touch with current customers, and to test various messages and campaigns. Tips to consider for this marketing strategy include personalization, a bold headline, a time sensitive offer, a call to action, an appealing graphic, company information, and return address/stamp.

A flyer is typically a single unfolded sheet of paper that can also be printed on both sides with short concise messages. Often, flyers are distributed by hand and tend to have a shorter lifespan. Companies typically use flyers for advertising events, as information sheets, as fact sheets for the company, and other general advertisements. Tips to consider for flyer marketing includes location placement, meaningful information, choosing the right size flyer, and demonstrating brand personality and identity effectively.

A brochure is made from single or multiple sheets with intentions to be repeatedly viewed and referred to with more durability. Distribution is less frequent due to higher costs than flyers and postcards. Companies often use brochures as reference materials for customers and employees as well as a follow-up for other promotional materials to close a sale. Tips to consider for brochure strategy includes personalization, incentive to view/read, creativity with the design and shape, providing useful information, and implementing company information.

Postcard Element

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Flyer Element

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Brochure Element

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Coupon

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In coupon marketing, a coupon is a ticket or piece of paper that can be utilized for a monetary discount or rebate when making purchases with certain products. Companies use coupon marketing to draw consumers in store or online. Usually, coupons will bring in new consumers and give them the opportunity to buy more than the coupon offers as well as try new products. The purpose of coupons is to generate more income through promotions and offers. Coupons can come in either print or digital form, in which the latter commonly delivers through the form of a text message (SMS/MMS). Consumers typically use coupons when the discount that is being offered is for a product or service that the recipient already enjoys, which many companies can develop through target marketing and research (Bostwick, 2013).

In order to run a successful coupon marketing campaign, there are a few tips and tricks companies should follow. These include offering incentives with good, quality design as well as creating personalization for the recipient (Bostwick, 2013). Companies can also develop a strategic coupon campaign with consistent, relevant coupons that follow a time schedule. An effective way to utilize coupons is to offer a discount on your website in return for their email or phone number. This technique gives you access to reach that customer whether they make a purchase with the coupon or not (Bostwick, 2013).

Coupon Mobile Element

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Coupon Location Element

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Coupon Insert Element

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Newsletter

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In newsletter marketing, companies send information or product-based content through an emailed or mailed letter to a list that is made up of potential and existing customers. The purpose of newsletters is that companies can keep their brand top-of-mind to consumers while increasing awareness (Big Commerce, 2016). Also, this form of marketing can be utilized through print or digital sources. When newsletters are digital, there are multiple ways that you can measure their success. These ways include open rate, click-through rate, and attributed revenue (Big Commerce, 2016).

When running a newsletter campaign, whether print or digital, it is important to make the focus informational, not sales driven. Every newsletter that is created has certain aspects that will enhance its successful ability. These include creative headlines, a consistent and relevant schedule for mailing, a strong call to action, an organized format, incentives, and the option to unsubscribe (Big Commerce, 2016). Utilizing attractive colors and images as well as a clean simple look will attract more consumers.

Newsletter Print Element

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Newsletter Digital Element

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Blog

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In blog marketing, companies can utilize online writing to present information to prospective or current consumers. The content of blogs ranges from product information, how-to’s, tips and tricks on certain topics pertaining to the brand, and lifestyle reading. Blogs are very popular within the current media culture because they give the brand transparency and personality, which allows customers to get a deeper access to the brand that they are investing in to. The main focus of writing your blog posts should revolve around quality, readability, engagement level, and the structure of the article (Snap, 2017).

When you start to create and plan your blog campaign you should definitely consider size; however, the quality of your post matters more on a higher level. Regular and general content should be approximately 1,000 words while heavy hitters, high competition, and defined opportunity posts should range from 2,000-2,500 words (Snap, 2017). The frequency of posts also makes an impact on the success of your campaign. A greater impact is made when the posts are more frequent (i.e. multiple times a day) rather than less frequent (i.e. once a month). In order to drive traffic from search engine optimization as well as through your target there are three main tips to follow. First, focus on keyword research for your specific target, then implement creativity throughout your post and title. Third, utilize high level and valuable writing that will truly cater to the needs of your target (Snap, 2017).

Blog Element

25https://juliannerodgers3.wixsite.com/mysite/blog

Display Ad

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Display ad marketing is a form of advertising that utilizes online geographically placed ads in a variety of formats. Both display ads and text ads compete for the same space that is offered by webpages, so utilizing both visuals and text enhances your advantage of competition. The main purpose of online display ads is to generate awareness for your brand, which also enables you to target more directly to your audience for both impressions and click-throughs. There are five main formats of display ads that generate the most attention from viewers, these include a medium rectangle, a leaderboard, a wide skyscraper, a social media ad, and a mobile app ad.

The first step when developing a display ad campaign is to make it mobile. If the ad cannot load or be viewed on mobile devices, then the amount of incoming traffic decreases dramatically. Second, focus on the border of your ad, because it will help the ad stand out from the general content of the rest of the page (Haddon, 2017). Developing interactivity and animations also drives traffic and attention towards companies as well. Companies should keep their display advertising relevant and consider using it to retarget to have a more effective campaign. One last tip to ensure heightened click-through possibilities is to provide quality copy and a strong call to action (Haddon, 2017).

Display Ad Elements

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Wide Skyscraper

Leaderboard Medium Rectangle

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Social Media

Mobile App

References

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Arnold, J. (2012). Learning email marketing [Video file]. Retrieved from https:// www.lynda.com/Business-Online-Marketing-SEO-tutorials/Email-Marketing-Ba sics/84523-2.html

Big Commerce. (2016). What is newsletter marketing and why it’s important for ecommerce. Retrieved from https://www.bigcommerce.com/ecommerce-answers/ what-is-newsletter-marketing/

Bostwick, E. (2013). How to develop a successful digital coupon campaign. Retrieved from http://www.convinceandconvert.com/digital-marketing/how-to-devel op-a-successful-digital-coupon-campaign/

Haddon, M. (2017). Display advertising best practices 2018. Retrieved from https:// blog.bannerflow.com/display-advertising-best-practices-2018/

SMSGlobal. (2011). SMS 101: An introductory guide. Retrieved from https://learn. liberty.edu/bbcswebdav/pid-22580890-dt-content-rid-251060912_1/courses/ STCO356_001_201820/SMS101_Introductory_Guide.pdf

Snap. (2017). For blog posts in 2017, what’s the best length for SEO? Retrieved from https://www.snapagency.com/blog/blog-posts-2017-whats-best-length-seo

Witkowski, T. (2014). Learning direct mail strategy [Video file]. Retrieved from https://www.lynda.com/Business-Design-Skills-tutorials/Direct-Mail-Strat egy/144857-2.html?srchtrk=index%3a1%0alinktypeid%3a2%0aq%3adirect+ mail%0apage%3a1%0as%3arelevance%0asa%3atrue%0aproducttypeid%3a2