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CK Consulting Creds Final Oct 2016

Canadian MedicAlert Foundation
Canadian MedicAlert Foundation

Camille Krupa Consulting provides marketing services such as brand development, website design, digital and print advertising campaigns. The document outlines four case studies: 1) Developing brand guidelines for Firefighters Without Borders to reflect their mission as a training rather than firefighting organization. 2) Using social media like Facebook and Instagram to build awareness for Firefighters Without Borders and increase volunteers and funds. 3) Working with a craft brewery to measure marketing ROI and optimize their budget. 4) Redesigning the website for Firefighters Without Borders to improve their online presence and make it easier for people to donate or volunteer.

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CAMILLE KRUPA CONSULTING An Overview October 2016
Who I am Camille Krupa Consulting came from the many requests I was getting to help marketing teams 則 become more effective decision makers, 則 evaluate opportunities and bringing them to market quickly 則 provide measurable results and identify marketing ROI I believe in cutting through the clutter, getting to strategies and tactics that drive the business and providing measurable results. Collaboration across teams is key, but central is the customer. Identifying your key customer groups and understanding what motivates them, then identifying clear brand value provides the foundation for success. My passion is the customer - and keeping ahead of the latest technologies - along with a dose of constant curiousity, which makes me unique and a valued asset to your marketing team.
What we do Camille Krupa Consulting provides a range of marketing services from brand guideline development, website design and redesign, print, digital and traditional advertising campaigns coordinating everything from design to production. Brand Brand Identify & Development Brand Guidelines Web Design Strategy User Experience Brand Content Product Social Media SEO Execution Promotions Events Content Management E-commerce
Case Study I: Brand Guidelines The Ask Started in 2002, Firefighters Without Borders was poised for growth looking to move quickly towards fulfilling its mission. Recognizing the need for a consistent brand look and feel, I was tasked with developing brand guidelines that reflected the mission of the organization. The Action As the foundation of the organization was training rather than fighting fires, the look, feel and tone needed to reflect this. In addition, the positive halo of the firefighter needed to be incorporated. The Result Working with a small design firm, we provided the necessary tools including fonts, tone of voice, photography guidelines, power point template, letterhead and brand colours.
Case Study I: Brand Guidelines Colours Typography Iconography Examples
Case Study II: Developing a Social Media Presence The Ask With minimal spend, I was asked to find a way to build awareness for Firefighters Without Borders, and its mission, with a goal to increasing volunteers and funds. The Action With a strong mission, Social Media provides a perfect vehicle to connect with like-minded individuals with a limited budget. After defining the consumer personas, Facebook was chosen as the core of the strategy providing a vehicle for story telling and sharing with friends and family. As more missions are completed and images captured Instagram and Youtube will be used to bring the mission to life to a video savvy consumer. The Result To date Facebook fans have doubled, while engagement has increased by 900%. The volunteer base has grown by 25% and funds raised by 30%.
Case Study III: Measuring Marketing ROI The Ask A small Ontario craft brewer was challenged to identify what pieces of their marketing spend was effective. I was asked to develop a process that would allow the team to improve marketing ROI by evaluating current activities with a goal to developing a more results focused promotional calendar. The Action To start, we pulled together a marketing and sales promotional calendar that highlighted the various marketing activities that were occurring in each promotional window. Partnering with the sales team, we analyzed existing product sales to set a baseline, then built a promotional calendar that allowed the team to isolate specific activities while clearly articulating marketing goals including engagement for social media, channel sales for retail promos and sku specific sales for radio advertising. The Result The marketing budget was optimized by 25% while achieving sales growth targets.
Case Study IV: Website Redesign The Ask As a small Canadian charity with an international mission, Firefighters Without Borders needed to improve their online presence to be able to connect with Fire Services globally identifying departments in need while increasing awareness and growing volunteers and funds. The Action While effectively conveying the activities of the organization the current website was slow to load and very text heavy, making the navigation and customer experience difficult. In addition there was no easy way to donate funds or sign-up to volunteer. Redesigning the website with the new brand guidelines allowed for a cleaner look and feel directing the visitor in a more natural path to donations and volunteering while highlighting programs and impact delivering value. The new site is scheduled to launch in October 2015. The Result Initial consumer testing has been 100% positive.
Case Study IV: Website Redesign Current The Redesign
Why Camille Krupa Consulting If youre looking for a marketing leader who is both a strategic thinker and can execute both new and traditional marketing tactics, I am the leader youre looking for on your team. In short, I collaborate effectively across teams I put the customer/consumer first I cut through the clutter to strategies/tactics that work I get things done Thank you

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CK Consulting Creds Final Oct 2016

  • 2. Who I am Camille Krupa Consulting came from the many requests I was getting to help marketing teams 則 become more effective decision makers, 則 evaluate opportunities and bringing them to market quickly 則 provide measurable results and identify marketing ROI I believe in cutting through the clutter, getting to strategies and tactics that drive the business and providing measurable results. Collaboration across teams is key, but central is the customer. Identifying your key customer groups and understanding what motivates them, then identifying clear brand value provides the foundation for success. My passion is the customer - and keeping ahead of the latest technologies - along with a dose of constant curiousity, which makes me unique and a valued asset to your marketing team.
  • 3. What we do Camille Krupa Consulting provides a range of marketing services from brand guideline development, website design and redesign, print, digital and traditional advertising campaigns coordinating everything from design to production. Brand Brand Identify & Development Brand Guidelines Web Design Strategy User Experience Brand Content Product Social Media SEO Execution Promotions Events Content Management E-commerce
  • 4. Case Study I: Brand Guidelines The Ask Started in 2002, Firefighters Without Borders was poised for growth looking to move quickly towards fulfilling its mission. Recognizing the need for a consistent brand look and feel, I was tasked with developing brand guidelines that reflected the mission of the organization. The Action As the foundation of the organization was training rather than fighting fires, the look, feel and tone needed to reflect this. In addition, the positive halo of the firefighter needed to be incorporated. The Result Working with a small design firm, we provided the necessary tools including fonts, tone of voice, photography guidelines, power point template, letterhead and brand colours.
  • 5. Case Study I: Brand Guidelines Colours Typography Iconography Examples
  • 6. Case Study II: Developing a Social Media Presence The Ask With minimal spend, I was asked to find a way to build awareness for Firefighters Without Borders, and its mission, with a goal to increasing volunteers and funds. The Action With a strong mission, Social Media provides a perfect vehicle to connect with like-minded individuals with a limited budget. After defining the consumer personas, Facebook was chosen as the core of the strategy providing a vehicle for story telling and sharing with friends and family. As more missions are completed and images captured Instagram and Youtube will be used to bring the mission to life to a video savvy consumer. The Result To date Facebook fans have doubled, while engagement has increased by 900%. The volunteer base has grown by 25% and funds raised by 30%.
  • 7. Case Study III: Measuring Marketing ROI The Ask A small Ontario craft brewer was challenged to identify what pieces of their marketing spend was effective. I was asked to develop a process that would allow the team to improve marketing ROI by evaluating current activities with a goal to developing a more results focused promotional calendar. The Action To start, we pulled together a marketing and sales promotional calendar that highlighted the various marketing activities that were occurring in each promotional window. Partnering with the sales team, we analyzed existing product sales to set a baseline, then built a promotional calendar that allowed the team to isolate specific activities while clearly articulating marketing goals including engagement for social media, channel sales for retail promos and sku specific sales for radio advertising. The Result The marketing budget was optimized by 25% while achieving sales growth targets.
  • 8. Case Study IV: Website Redesign The Ask As a small Canadian charity with an international mission, Firefighters Without Borders needed to improve their online presence to be able to connect with Fire Services globally identifying departments in need while increasing awareness and growing volunteers and funds. The Action While effectively conveying the activities of the organization the current website was slow to load and very text heavy, making the navigation and customer experience difficult. In addition there was no easy way to donate funds or sign-up to volunteer. Redesigning the website with the new brand guidelines allowed for a cleaner look and feel directing the visitor in a more natural path to donations and volunteering while highlighting programs and impact delivering value. The new site is scheduled to launch in October 2015. The Result Initial consumer testing has been 100% positive.
  • 9. Case Study IV: Website Redesign Current The Redesign
  • 10. Why Camille Krupa Consulting If youre looking for a marketing leader who is both a strategic thinker and can execute both new and traditional marketing tactics, I am the leader youre looking for on your team. In short, I collaborate effectively across teams I put the customer/consumer first I cut through the clutter to strategies/tactics that work I get things done Thank you