Membership Drive

Foothills Credit Union
Lakewood, CO

Background: Foothills Credit Union wanted to do a referral campaign to increase their membership.

My Role: I decided to use a humorous theme and visual to catch the reader's eye. I also made sure that members couldn't go to their mail boxes, read the newspaper, open statements, or go to the credit union without learning of a chance to earn $50.

I composed the marketing plan and negotiated the media buy with the Denver Post. I also selected the vendor for the direct mail list by zip code, wrote the copy, and directed the designer.

Campaign Tactics
	Denver Post Ad (Your Hub for zip code targeting)
	Direct mail by zip code
	Statement inserts
	Lobby posters
	Drive-through banners
	Web site promotion
	Email marketing
	Telemarketing follow-up

Campaign to Increase Entries

Mentor Graphics, Inc.
Global Company

Background: Mentor Graphics PCB Division wanted to increase the number of entries in their annual engineering design contest. This contest recognized engineers for their printed circuit board (PCB) designs. Many of the entries came from companies like Sony, HP, and IBM.

The 6 top entries were interviewed on video about the Mentor Graphics product they used to shorten their design time. We used these videos on Youtube.com, the corporate web site, and the Mentor Graphics web community as testimonials and traffic builders. I also used these to acquire "opt-ins" for marketing.

My Role: After working with PCB engineers for several months, I recognized how they took pride in their work and often thought of their high-tech designs as a work of art. The light bulb went on over my head.

I appealed to their sense of pride by comparing their designs to great masters of art. It worked. The number of entries increased by 250% over previous year. The awards ceremony got industry-wide press coverage.

Campaign Tactics
	Email marketing to customers
	E-news to customers
	Display banners on industry portals
	Landing page
	Web site promotion
	Letters from account managers

Lead Generation Campaign

Mentor Graphics, Inc.
Global Company

Background: Mentor Graphics, PCB Division, recognized that their marketing strategies needed a fresh approach. They wanted to start online marketing and cut cost per lead.

My Role: I was brought onboard to create their first-ever online marketing programs. I began by moving all activities online, which included webinars instead of regional on-site workshops.

I partnered with an industry media publication to co-host and promote a series of six webinars over a 12-month period.

I organized the topics, assigned presenters, and promoted the events. Within that year, I doubled the web conversion rate from the previous year and cut costs by 80%.

Campaign Tactics
	Email marketing
	E-newsletter to current and potential customers
	Web banners on industry portals and corporate site
	Ad tiles in industry e-newsletters
	Full page flash ad in industry e-zine
	Landing page

Results:
	Over 600 registrants for initial event and 468 live attendees.
	Over 1,000 unique attendees in 2 weeks — live and on-demand