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Sophie Radonic Marketing Portfolio
Transcript of Sophie Radonic Marketing Portfolio
PORTMANS WEBSITE UPDATE & NEW STRATEGIC DIRECTION 2011
6 Page Roll Fold Brochure
GRAND DESIGNS LIVE
The Marketing Manager position at Anthea Crawford focused on creating a clear brand identity which was then implemented across all communication mediums to create consistency. This included updating the website and eDM 'look and feel'.
2009 - 2012
The digital space was consistently an emphasis at The Just Group. Please see the evolution of the Dotti website below, along with campaign creative examples.
Dotti Website Update 2010
A new digital strategic direction was implemented in 2010 which focused on developing a community and engagement through 'two-way' communications. The launch was supported with ATL and BTL activity. The new website was received extremely well:
Total visits increased 58%, total page views increased 450% and the time on the site increased 276% (compared to the March 2010 analytics).
'Design-a-bits' was a section of the website where the Dotti customer was able to upload their own clothing designs which responded to the monthly brief. One winner per month was chosen and their product was made and sold in-stores.
Dotti engaged numerous bloggers for the launch of the website; including Audrina Patridge of the 2010 popular reality show, The Hills. Other bloggers included fashion editors from Grazia, models and Dotti's very own store staff, 'Dotti Hotties'.
Advertising campaign to support the launch of the new website
Dotti Website Update
The Dotti digital strategy was again revisited in 2011/2012. The brief was to launch an internationally competitive website which saw benchmarking against the top players globally and locally to ensure creative and functionality was comparable.
The Summer 2010 Dotti magazine featured 'Mocom' technology (mobile marketing initiative). The magazine was supported by Bauer Media titles Shop 'til You Drop and Grazia. It was distributed at relevant events such as Melbourne Spring Fashion Week and was prominent in store. The mobile retail redemption was well above the industry benchmark of 2-4%, reaching 70.66%.
2010 - 2011
2011 L'Oreal Melbourne Fashion Festival Event.
Vogue Fashion Night Out 2011.
The Portmans event saw over $20,000 worth of press as a result of the in-store event and activity.
Internal two day conference at The Cullen.
Portmans 'UP' magazine was a 45+ page, content rich magazine which was developed in conjunction with RUSSH magazine. It was distributed in-store, throughout events and a 'mini' version was included in Grazia and Harpers Bazaar magazines. Louise Roe edited the magazine and it featured the likes of Julia Restoin-Roitfeld and Kym Ellery.
Please email or phone with any questions:
P: 0408 359 336
The position at Portmans was extremely diversified, having worked on a variety of projects, including both ATL and BTL campaigns.
A focus was the launch of the renewed brand with Abbey Lee Kershaw being appointed the face of Portmans.
6 Page Feature in The West Australian