Campaigns
& Product Launches
Tombow for Teachers
2021-2022
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After introducing a new alcohol-based marker, we at Tombow were looking for creative ways to sample this product to our key user groups. One of these groups is art teachers.
I came up with the idea to create a program to deepen our connection with the education market, specifically teachers. Tombow for Teachers allowed teachers to request products for their classroom in the form of curated care packages.
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Upon coming up with the program idea and obtaining the necessary approvals to sample out the specified amount of product, I gathered my team to brainstorm how we could most effectively execute this campaign. We determined we'd need a landing page on our website to send teachers to for more information, and that we would promote the campaign through email and on social media.
I developed the creative brief for our graphic design team and worked with them by providing creative direction and feedback throughout the design process. I also wrote all product copy associated with the campaign as well as a company-issued press release and all internal communications to make everyone within the organization aware of the initiative.
I worked closely with members of our product development and operations teams to work out details on building and shipping the care packages. I created the fillable online application using InDesign, and provided our ecommerce team with all of the assets needed to develop the landing page.
I also directed our social media manager on messaging to ensure our social posts answered any potential questions about the program and provided all necessary information for applicants.
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We received an overwhelming number of applications and more than doubled the initial amount of care packages we planned to send.
We were able to add applicants to a targeted segment of our email database (with their opt-in permission) so that we could market to them in the future, including a follow-up email that solicited review feedback on the product they received, which was then syndicated to other sites where we sold that product.
Tombow Product Launches
2015-2022
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Throughout my time at Tombow, I was responsible for creating and executing marketing plans for 40+ product launches.
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I was involved in every aspect of product launches at Tombow, from conception and market research to go-to-market planning and execution.
I developed all promotional plans for social media, email marketing, digital marketing, advertising, and public relations. I was also responsible for all associated copywriting and development of creative briefs.
Prior to launch, I worked collaboratively with the sales team to identify their needs and create collateral to sell our products to retailers nationwide. My role also included reviewing performance of campaigns and reporting on all key metrics.
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One of the most in-depth product launches I led at Tombow was the launch of the ABT PRO Alcohol-Based Marker. When introduced, it was a completely new category of marker for the brand and was launched into an already saturated market. A successful launch of this product required creative, outside-the-box thinking, especially given the limited budget and resources available.
I worked alongside members of my team to develop a multi-layered marketing and social media launch strategy. Our first step was to get the product into the hands of our target consumer so we could begin to receive feedback on the marker. A year prior to launch, I compiled a group of core influencers to beta test the product and provide us with feedback. We used this feedback to develop our value proposition and marketing content geared both toward consumers as well as our B2B (retail) customers.
Once it was time to launch to the public, we worked with a group of 75 influencers in the art and craft space to promote the product on social media to coincide with the launch.
Our marketing strategy also included developing an in-depth product landing page, an educational product video, and a product education series we called "Get to Know ABT PRO" that we shared on social media and through our email marketing. We began regularly sharing blog, video and social media content focused on this product.
In addition to being available to purchase direct to consumer on the Tombow website, this product was also immediately available in Michaels retail stores nationwide. I worked closely with both my team and the Michaels team to provide custom content in the form of live workshops, videos, images, and email assets to sell the product to their customers both in-store and online.