KILLED IT Urban Zombie
Dove headfirst into all of the branding and UX/UI for the infested, augmented-reality world of Urban Zombie. The iPhone app allowed users to fight zombies in real-time as they sprouted up from all around and attacked. Hunters were also able to keep stats for themselves and friends, find and pin locations on a map, find sponsored logos, plus a myriad of other features the developer wanted to showcase for his company. Heady stuff for 2012. Urban Zombie wound up providing the DNA for Mountain Dew's cross promotion with The Walking Dead Encounter app.
RODE THE LIGHTNING PayGo Utilities
Partnered with a scrappy group of entrepreneurs who were making smart meters to sell to electric utility companies. They are now leaders in providing cloud-based, software-as-a-service (SaaS) solutions that offers prepaid payment services for utility customers (water, gas and electric) in the United States. Developed their brand and collateral as well as designed multiple websites, trade show materials and early iterations of their app.
RE-BRANDED STORES RadioShack
Managed re-branding of 3rd Generation Concept Stores for 7200 stores targeting younger customers, in addition to broadening appeal to Seniors and Hispanics. The initial 20 prototype stores showed improved perceptions and behavior with system-wide total sales by 3% over the 1st quarter of 2002. About 600 U.S. stores opened, remodeled and / or relocated by mid-February, 2005.
INCREASED BRAND AWARENESS RadioShack
Supervised and Created award-winning Print and Broadcast for the RadioShack Brand with Accessory Campaigns. Top of mind awareness that RadioShack was a destination for high-quality accessories went
up during the campaign. Ads were consistently the most recalled in magazine surveys.
INCREASED DB AND TRAFFIC RadioShack
Developed and managed integrated Promotion with Universal Orlando that generated 6 times the Database input over typical efforts. In addition, same store traffic increased during the Promotional period making it the most successful consumer promotion to-date.
INCREASED WORKFLOW EFFICIENCY RadioShack
Established multiple cross-functional teams to keep Creative aligned with speed-to-market initiatives affecting Broadcast, Print, POP, Flyers, Interactive and Direct. Moved from a 120 day planning to in-market cycle to a 60/45 day timeline resulting in more competitive offers while reducing SGA costs.
LAUNCHED PIZZAS Pizza Hut
Directed and led creative and production teams for Pizza Hut’s Big New Yorker Pizza resulting in the most successful new product launch in Pizza Hut’s 40-plus year corporate history. Created and implemented all national print and promotional strategies for Personal Pan Pizza Value Meals with the initial launch in two test markets being so successful that the program was rolled out almost six months ahead of schedule.
GREW THE BUSINESS Pizza Hut
Original Pizza Hut Field Team in 1997 consisted of myself and a CD/CW experiencing flat PSAs and TracyLocke experiencing 3% P&L margins. By end of year, Pizza Hut experienced their highest PSAs in corporate history while the TracyLocke PH Field Marketing team expanded to seven offices and was experiencing 12%+ P&L margins. Was recognized by Yum Brands and Pizza Hut as Agency of the Year.
DESIGNED SUCCESSFUL TRADE KIT Rogaine
Designed educational kits for 20,000 pharmacists and 40,000 physicians, newsletters for users, freestanding inserts, in-store circular ads and coupons for the OTC switch of Rogaine. Upjohn met their target and doubled sales. Rogaine’s initial trial was so strong that many chains sold out.