thomas wall - marketing portfolio
TRANSCRIPT
MarketingPORTFOLIO
marketingExecutive
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Contents
Table of contents
About MeBrand Managementemail marketingGraphic DesignTrade Stand ProductionSEOPPCSocial Media
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Thomas Wall
ABOUT ME
Experience
Marketing Executive AID Fuel Oils Group May 2015 - PresentMarketing Assistant AID Fuel Oils Group December 2014 - May 2015Marketing Consultant Bangor University January 2014 - May 2014
Qualifications
MSc. Consumer Psychology with Business - Distinction - Bangor UniversityBSc. Psychology - 2(ii) - Bangor University
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brand management
Brand Management | AID FuEL Oils Group
As the Marketing Executive, I am responsible for the overall development and direction of the AID Fuel Oils Group brand and its commincation strategies.
• Initiated the unifying of the AID Fuel Card Services and AID Fuel Oils divisions into AID Fuel Oils Group brand.
• Oversaw webstore development and branding• Implemented the use of marketing goals & KPI’s.• Use of CRM to manage marketing campaigns and create effective leads.• Use of reports and metrics to ensure management effectiveness.• Established and maintained a set of brand guidelines to ensure clarity and consistency
within the brand.• Regulary updated the look of any web precence to ensure its asthetic is fresh and
dynamic while still reflecting the value and brand.• Copy writing for B2B & B2C audiences.• Competitor Analyses.• Regular blog updates on relevant brand and industry news.
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brand management
Brand Management | AID FuEL Oils Group
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Email Marketing
Email Marketing | AID FuEL Oils Group
I implemented several steps to drive cross-selling across both divisions as well as help increase general brand awareness. Emails were split into three core components: the primary, secondary and tertiary selling points. The primary and secondary selling points are based on geographic, behaviour-graphic and market sector segmentation. The tertiary selling points are focused on raising brand awareness and the latest products and promotions. The implementation of this format resulted in an increase of 7.5% engagement over the previous quarter.
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throughvalid
Expires end
Fuel Card Vectors | aID Fuel Oils Group
One notable issue of the AID Fuel Oils Group website was the use of poor quality fuel card images. Existing images were scanned images of cards, and fuel card providers were unable to provide the brand with high quality images. I therefore created vectors for each fuel card that the brand offered.
GRAPHIC DESIGN
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GRAPHIC DESIGN
AID FUEL Oils CARD Design | aID Fuel Oils Group
As part of a marketing effort to encourage local firms to use on-site pumps, an AID Fuel Oils Group branded fuel card was created. This incorporated the brand logo on cascading lines made up of the brands colours. Line images denote the four aspects of the company; agricultural fuel oils, industrial fuel oils, domestic fuel oils and fuel cards. This design was also used as a basis for promotional USB cards which were used to push the brand at trade stands to create brand exposure.
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GRAPHIC DESIGN
Adblue Logo Design | aID Fuel Oils Group
As there is no universal logo for the fuel additive, AdBlue, I created a clean and simple logo. This was created as part of a big inititive to establish the AID Fuel Oils Group brand as a market leader for the AdBlue product during its implementation in the indusitry. This was a unique oppurtunity to brand an existing product type on the market.
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Key Features
• Clean, minimal design in-keeping with the brands ideals.• Use of LED lighting to draw attention to the brand logo.• Use of colour and open design to highlight the USP of 6 different fuel cards.• Interchangeable panels dependent on show theme.• Coffee machine to encourage consumer engagement.• Use of an iPad in a seating area to show brand’s site locater application.• Configurable layout for different shell scheme sizes.
Trade stand production
Trade Stand Production | AID Fuel Oils Group
I was responsible for the overall design, production and management of the brand’s trade stand which was commisioned for the 2015 Commerical Vehicle Show. One requirement of the initial brief is that the stand must be configurable to different shell scheme sizes. As such I kept a minimal look, with a set of rear panels that could be configured to either 3 or 4 panels wide. Furthermore, I designed the stand so that the end image panel is interchangable dependant on the nature of the show. This ensured maximum relevance for each show that the brand attended.
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Trade stand production
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sEO | aID Fuel Oils Group
• Existing SEO campaign was managed by an external company and was under utilised.• SEO was brought in house and developed daily• Reports developed monthly to measure effectiveness• Increased unique page views by 60% over first quarter• Implemented use of regular blog posts of industry news to increase SEO• Regular updating of website copy to ensure relevance and freshness• Growth of account applications from 5 per month average to 26 (April 2015)
PPC | aID Fuel Oils Group
• Created a PPC campaign for both brand divisions• Managed daily with budgets and campaigns changed depedent on season for
maximum relevance and exposure• Ranked 1st in the fuel card industry (Q1 2015)• 20.40% position share• Average position of 2.8 over 116 keywords (April 2015)• 45% top of page rate• 1.2% goal conversion rate
Social Media Marketing | aID Fuel Oils Group
• Managed the presence of Facebook, Twitter, Google+ & Linkedin brand pages. • Use of social media marketing to promote B2B and B2C engagement• Informed existing customers of lastest news, eg. fuel site locators• Used to raise awareness of the brands precence at trade show events
Unique Page Views Per Month
SEO, PPC & social media marketing
