david nelson
Strategic Creative Direction.
Digital and Integrated
Campaigns
Over my career I’ve had many opportunities to create diverse creative solutions that encompass many creative executions aligned against a single goal.
Online, print, out of home and event based, for advertising, awareness and demand gen. Direct mail, amplified by digital display marketing and social, out of home paired with social and email marketing, E-commerce paired with PPC and Email These more integrated, campaign style solutions encompass many approaches and have a variety of goals, success criteria and logistic concerns, but the power of consistent experience across many channels is clear.
Email - lead nurture
for email marketing
Deluxe Corp
As part of an integrated new buyer acquisition strategy, leads are inserted into a drip marketing campaign that utilizes content marketing; webinars, white papers, how-to instruction and tools to help them understand the intended product and service offerings better, warming them up for eventual conversion opportunities. Highly segmented and trigger based, this particular campaign is optimized for mobile, and instead of appealing to product feature/benefit, instead, it helps recipients focus on “idealized success criteria” after using the product. The creative seeks to answer the question “How do I accomplish my best case business goals” with a lighthearted creative aesthetic that is meant to be a reaction to the endless inbox onslaught of FREE FREE FREE, BETTER BETTER BETTER, TRY NOW TRY NOW TRY NOW.
Credits: Michael Lewis, Jason Troiden
email - lead nurture
for brand products
Deluxe Corp
As part of an integrated demand generation strategy, recipients are touched via social networks and email, and steered to responsive landing pages with smart lead capture forms for additional info capture. Once opted in, they drop into a marketing automation, drip-content stream, the conclusion of which is a first time buyer offer. Built around the importance of small business branding, the creative approach offers a number of avenues in which a SMB can stand out via brand building opportunities via marketing, promotion and social avenues. Deployed via marketing automation platform Hubspot, the campaign includes advanced analytic features such as smart forms and Salesforce native integration.
Credits: Michael Lewis, Jason Troiden
Email - marketing
sweepstakes
Deluxe Corp
Tasked with launching a new, user-configurable, small business focused contest promotion platform, users were approached using the product itself, wrapped around a complete business marketing makeover. A mix of digital media was used, including blog posts, social media, email and landing pages. Once opted into the sweepstakes, Recipients drop into a drip marketing stream, offering them content focused on marketing to their customers, while simultaneously receiving offers on similar products and services, and opportunities to enter lead nurture buckets for other breadth of line products.
Credits" Michael Lewis, Dawn Santo, Dan Cheung
Digital demand gen
Safeguard
A comprehensive digital demand gen solution for Safeguard incorporates regular social content (blog posts, invitations and thought leadership via social channels) App and online based tools, Enterprise website and corresponding Display/Remarketing ads, Email/Landing Pages and quarterly digital newsletters. A core component of Safeguards go to market strategy isn’t it’s products and services, but rather the competitive advantage of it’s dedicated expertise based relationships. The main goal of the creative is to drive leads to it’s dedicated rep network.
Credits: Deluxe UX, Suzy Vowels, Chris Smeaton
T-marketing campaign:
integrated digital and direct mail for awareness and demand gen
Safeguard
Safeguard’s time based campaigns are trimester based, mini campaigns focusing on a specific product line or service. This T-Campaign, Think Bigger, extols the virtues of promotional marketing for a small business, and the variety of ways Safeguard can support these initiatives, and connect them with other products and services to maximize their response. Again, the underlying message isn’t “take action here” it’s “connect with your dedicated rep for customized promotional solutions”
Credits: Christian Seyster, Suzy Vowels, Chris Smeaton
Integrated digital + direct mail for marketing awareness
PSPrint
To drive leads as well as announce the launch of PSPrints dedicated “inspiration center” in Chicago, a multipronged approach was used, centering around and grand opening event where Mike Veek was the keynote speaker. Because of his background in baseball, a baseball theme was obvious. Deployed via direct mail, Social, Email and display ads, recipients were enticed to RSVP to the event, at which point they entered PSPrints drip-content marketing funnel. The event proved so popular that due to demand, another second event was held 2 weeks later (and was filled to capacity). It surpassed it’s expected lead capture by 430 percent.
Credits: John Moody, John Raddack, Suzy Vowels
