Talbots Website (2011)
At Talbots, I was brought on board during one of the worst third quarters in brand history. The downturn was expected to continue through the critical holiday season, even with plans for an aggressive promotion cadence. I developed campaigns for Thanksgiving, Black Friday and Cyber Monday that resulted in dramatic spikes in sales -- our Black Friday and Cyber Monday numbers were our best ever.
Deliverable Showcase:
- Online experiences
- Gallery banners
- E-mails
- Social media
- Video
- Catalogue
- Cardholder newsletter
Banners
Emails
I provided new direction and rich content for Talbots’ under-utilized Facebook page and Twitter feed, using those forums to engage and entertain followers rather than posting primarily about promotions. The feedback we gleaned from these forums has been instrumental in gauging our core customer’s gut reaction to everything from specific garments to what Talbots means as a brand and how our efforts are meeting -- or failing -- that standard.
YouTube
I created dedicated messaging for our petite and plus-sized customers, who were previously undifferentiated from our Apparel customers. Banners, billboards and contextual ads speaking to the needs of these audiences led to increased sales in all special sizes and brought positive media attention to our robust collections in those categories. This new initiative helped Talbots to recognize the benefit of strategic marketing partnerships with bloggers, stylists and industry influencers like Ashley Falcon, a plus-size style advisor we tapped to become the face of our Woman line.
Conceived the conceptualized direction and scripting for Ashley’s videos for Talbots, which paved the way for unprecedented attendance of Ashley’s in-store appearances during the all-important holiday shopping rush.
