Case Studies & Testimonials

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"David provided us with a marketing plan and execution strategy and when we put it into effect we grew by 33% realizing our largest revenue year ever. I couldn't be more pleased with the outcome and so I can highly recommend David to anyone that needs to grow or take their event or endeavor to the next level."
— Mary C., President Burbank Community YMCA

The Client: YMCA

The Challenge:

• Jump-start revenue growth for event that had peaked in both attendance and profitability

Solution:

• Front-load marketing activities to drive early registration

• Create video driven marketing campaign to

  • Expand addressable market

  • Show compelling emotional component related to this non-profit

• Rebrand creative to elevate perceived quality and justify pricing

Result:

• Record setting attendance of 3000 (+30% Growth YOY)

• Highest revenue year ever

What I Did:

• Sales Curve: review sales curve from prior years to now focus in on driving early demand

• Creative: Rebrand creative to position event more broadly, welcoming to all

• Video: Produce videos for use with consumers, potential sponsors

• Marketing: Focus on early registration offering strategically timed discounts

• Sponsor Friendly Materials: Highlight key selling points for potential sponsors including target audience, branding opportunities and ROI vs. competing options

"David's expertise in digital marketing, intimate understanding of international markets and ability to design well-integrated campaigns delivered impressive financial results for the studio's most profitable franchise, Harry Potter."
— John Attanasio, former VP Marketing, Warner Bros.

"I know David to be a highly-talented, driven and thorough marketing professional. He was always taking his business to the next level, whether it be through the use of new technology or the execution of groundbreaking promotions. He establishes excellent relationships and knows how to leverage them to get all parties moving towards the same goal. He is both strategic and tactical in his approach to exceeding revenue goals. I would recommend him wholeheartedly and without reservation."
— Kris Brown, former VP Marketing, Warner Bros.

The Challenge:

• Create and efficient and targeted marketing campaign for a brand that is enjoyed by all, but for different reasons by different customer segments

Solution:

• Engage research tools to find nuanced preferences across target audiences

• Test the research findings to validate purchase intent for each segment

• Develop multiple creative executions supported by brand research

Result:

• Records setting sales of Harry Potter (#1 Home Entertainment product Internationally. #2 in the US)

What I Did:

• Interpret research to segment fans of the franchise into 3 main targets: Moms of kids under 12, Non-Parent Adults (males 18-45), Tweens (12-17)

• Create multiple ads for TV, online and print, reflected unique purchase triggers for each

Benefit:

• Instead of creating a single mass-market campaign, a nuanced and segment campaign was developed that led to a more efficient media spend and greater sales.

The Client: Amoeba Music

The Challenge:

• Work with the largest independent music retailer in the US to sell high value sponsorship to a company that was the right fit for their very special brand

Solution:

• Create pitch deck showing the value created by a partnership

• Outline consumer touch points both in-store and online

• Segment market by brand fit, commercial need, and ability to pay for sponsorship

Result:

• Deal: Low six-figure deal within first 3 meetings

• Everybody Wins: One year deal ended with both companies happy with cooperation and better off from brand and financial measures

What I Did:

• Research and pitch the right companies: quality not quantity

• Uncover, elevate and present the special value of client’s brand

• Package the above items in a compelling pitch deck

Benefit:

• Client brand thrilled with sponsorship revenue tied to an on-brand partner

• Sponsoring brand thrilled with access to and elusive market segment and ability to associate with an authentic brand embraced by their target audience

The Client: Media Network

The Challenge:

• Take a profitable and recognized media network, with multiple divisions, and put it under a new and unified brand embraced by both internal staff and customers

Solution:

• Exploration: Interview customers and staff, audit all consumer facing brand materials

• Organization: Build a Brand Framework to reflect actual brand attributes together with management’s vision for the brand’s future

• Re-Invention: Work with creative agency to put brand vision into tangible creative

• Communication: Set calendar of events for internal and external launch

Result:

• Clarity of Brand Direction Across the Company: Creation of a single guiding document in the form of a brand framework bring the company forward and on the same page (literally!)

• New Brand Look and Feel: New brand logo and colorways delivered to introduce the new brand to the world

What I Did:

• Actively Listen

• Get Consensus

• Application of Relevant Frameworks

"David did a very good job at managing a category in transition and a team in transition as he moved to serve as head of the product portfolio….[He earned highest] performance scores."
— Vincent M., former EVP, Marketing. 20th Century Fox

The Challenge:

• In the wake of an organizational restructure eliminating separate US and International Marketing positions, very quickly put US brand managers in a position to succeed managing international brand and marketing campaigns

Solution:

• Training Sessions About International Markets and their Nuances

• Open Door Policy for Questions

• Learning while doing

Result:

• Mindset Shift from US market focus to Global Market Focus

What I Did:

• Create international marketing 101 training sessions

• Understand that the US marketers may not have wanted this shift

• Accept management’s shift to a Global focus, work with US team and their shift to international marketing responsibilities

Benefit:

• Efficiency of communication from Home Office (US) brand and product teams to global markets

• US staff developed global perspectives on marketing processes and commercial success

The Client: Non-Profit

The Challenge:

• Use technology and project management processes to enhance cooperation across teams and provide marketing visibility to management and staff

Solution:

• Technology: Work with CTO to choose the right project management tool for the company

• Process: Create single process document and rules to standardize inputs and use cases across functional teams

Result:

• Master Calendar: All functional teams share all consumer facing activities and dates on master calendar

• Company Activity Visibility: Helpful for management, cooperative opportunities, and avoidance of overlapping communication priorities

What I Did:

• Understand consumer facing touch points across all teams

• Set-up a single place for each team to upload their activities

• Use technology to create a single interface and Master Calendar for teams to view company activities

Benefit:

• Short and Long-Term Planning

• Communication and Visibility

• Teamwork