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BLICK ART MATERIALS INTEGRATED MARKETING
Although a large part of my job is directing a team, I always chip in to help solve design problems. I wrote the creative brief for covers based on current customers and the competitive landscape. A large part of what we were trying to achieve, based on the brief, was a surprising use of art supplies. The covers featured here are are my designs. It was very important in this redesign to maintain product density. For inside pages, I achieved a refreshed look by cutting copy slightly, reshooting the photography at dynamic angles, and rearranging the products to force features.
CATALOG COVERS BEFORE
CATALOG COVERS AFTER
CATALOG SPREADS BEFORE CATALOG SPREADS AFTER
CATALOG SPREADS BEFORE CATALOG SPREADS AFTER
CATALOG SPREADS BEFORE CATALOG SPREADS AFTER
CATALOG SPREADS BEFORE CATALOG SPREADS AFTER
BLICK MAGAZINE ADVERTISING REDESIGN
The strategy behind the rebranding of the magazine advertising to reflect the simplicity and beauty of the products. Part of my brand theory was that this colorful product looks best on a black or white background. Copy was key in these ads, some have a simple statement, some have the idea of "your _ our_" this suggests a partnership with the customer. Lastly, I featured artist customers and their endorsements.
MAGAZINE ADS BEFORE
MAGAZINE ADS AFTER
BLICK INTEGRATED MARKETING- HOLIDAY CAMPAIGN
For this campaign I took the look of the holiday catalog and maintained the design and color story across all marketing channels. I believe that customers expect a consistent experience across all touch points during a campaign. I make certain that there is a consistent message, tone, look and feel across all offline and online marketing materials.
CATALOG COVERS
CATALOG SPREADS
LANDING PAGES
SOCIAL MEDIA
EMAILS & BANNER ADS
SOCIAL MEDIA CAMPAIGNS
I vetted several Facebook apps and selected a winner to test to see if actively interacting on Facebook would be worth our time and investment. Customer engagement increased significantly.
During this campaign period, the email had an open rate of 15.4% and we gained over 4,000 fans. From this we decided to continue using the app as an engagement tool.
HOMEPAGE BANNER
LANDING PAGE
CAMPAIGN PAGE (PRE-LIKE)
WALL POST
CAMPAIGN PAGE
This campaign was promoted via Facebook, Twitter, Pinterest, Blick homepage, and email blasts. We received 3,160 new likes, 14,208 people visited the campaign page, 1,718 entries were received and 249 people opted in for future email promotions.
HOMEPAGE BANNER
CAMPAIGN PAGE (PRE-LIKE)
WALL POST
LANDING PAGE
CAMPAIGN PAGE
This campaign was promoted via Facebook, Twitter, Pinterest, Blick homepage, and email blasts. We received 1,470 new likes and 6,473 unique visitors to the campaign page.
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WALL POST
HOMEPAGE BANNER
CAMPAIGN PAGE (PRE-LIKE)
CAMPAIGN PAGE
BLICK TRADE SHOW DESIGN
There is a team at Blick that attends trade shows for art teachers. One unique part of the booth is a space where teachers can sit and try out art projects. The scholastic segment was very important and our booth presence was helping to maintain brand loyalty. I attended shows and worked the booth during my time at Blick.
BLICK LANDING PAGES
I was able to add content to the Blick website by coming up with ideas for landing pages to help encourage sales. I vetted and hired a market research firm to help understand our customers motivations behind purchases and "inspiration" was important. They wanted to know about new products and techniques to inspire their work. I was solely responsible for the concept, content and design of all of these pages.
I developed this page to acquire a database of customers who were willing to share their work in our marketing. I often used customers to provide endorsements of certain products or our brand. I Marketed this URL in our catalog and emails.
Pinnable projects.
I wanted to build something to drive more traffic from Pinterest. We already had lesson plans developed for our Scholastic audience. I took several of these lesson plans and rewrote them to be craft projects and then built a landing page for these craft projects.
I started building pages and content for our Scholastic customer (Art Educators).
BLICK EMAIL MARKETING
When I arrived at Blick, the creative team was only responsible for catalog production. By adding production software, we were able to increase the workload to include email, digital marketing, package design and web design without adding headcount. Our email program increased from 1-2 emails per moth to 8-12. We tested timing, offers creative and content and adjusted our email marketing to reflect test winners.
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