Strategist | Collaboration Coach | Improviser

Creative Direction: Gold Crown seasonal direct marketing

BUSINESS CHALLENGE

Differentiate Hallmark Gold Crown specialty stores from mass channel retailers in catalogs for Crown Rewards loyalty program members

SOLUTION

Create seasonal campaigns to engage members during major holidays

LIFE IS A SPECIAL OCCASION: PRINT ADVERTISING AND DIRECT MAIL

STRATEGY

Develop seasonal campaign themes based on consumer insights, key products, design trends, and evolving specialty retail brand.

collaboration

Partnered with agency-of-record Leo Burnett’s creative team to develop and pitch seasonal concepts
In-house team developed seasonal style guide featuring manifesto; message hierarchy, voice and style direction; photo styling for integrated marketing, merchandising, and digital

deliverables

Direct mail catalogs
Email messages
Digital marketing