J Kovala Capabilities Portfolio pdf fall 2012

Capabilities Presentation/Portfolio

by Janice Kovala

• Internal and External

Communication Strategy

• Global Brand Management

• New Product Introductions

• B2C and B2B Marketing

• Project Management and

Leadership

• Vertical and Channel Marketing

• Integrated Web Marketing/

eBusiness/Social Media

• New Business Development

• Advertising Campaign Planning

• Media Buying

• Market Analysis

• Trends Identification

• Management of Budgets

• and P&L Statements

• Public Relations Execution

• Agency Relationship Management

• Product Line Extensions

3321 Virginia Avenue South

St. Louis Park, MN 55426-5318

Tel: 952.912.0593

Cell: 651-964-5482

Email: [email protected]

A strategic, resourceful and creative

marketing and communications leader

with proven ability to drive sales, gain

product awareness and develop strong

working partnerships. Known for

developing organized plans, leading

cross-functional teams and

implementing effective, integrated

marketing programs. Recognized as a

responsible, consistent and action-

oriented leader.

www.linkedin.com/in/janicekovala

mailto:[email protected]

http://www.linkedin.com/in/janicekovala


• Product

– Packaging/Artwork

– SKU Rationalization

• Pricing/Pricelists

• Promotions and Rebates

• Placement

• Advertising/E-Advertising

• Direct Mail

– E-newsletters

– Targeted mailers

• Public Relations

– Press releases

– Editorial article support

• Reseller/Distributor Sales Materials

– Catalogs

– Point-of-sale/Point-of-purchase

– Training

• Research/Business Plans

– Market analysis

– Trend identification

• Sales Tools

– Brochures

– Sales Presentations

– Cost savings worksheets

– Product samples

• Multi-media

• Trade Shows

– Feature displays

– Press Events

• Training

– Internal

– Customer

• Social Media

− Website/Intranet Development

− LinkedIn



Strategy: Build sales by linking Cenex oil purchases to Cenex bulk fuel purchases – the more your purchase the more you cash back.

Integrated Tactics: Innovative “self sealing, self-addressed” envelope for returning receipts made is extremely easy for customers to send in for cash rebate.

Opportunity:

Sales used the promotion as a way to convert customers who bought fuel, but didn‟t purchase oil with the incentive to save money.

Results:

• 20% growth in participation in 1st year using the “envelope” concept.

• 5% year over year growth on participation for 2nd year.



Strategy: Grow sales by reinventing Cenex and Farm-Oyl brands of Lubricants

Integrated Tactics: Updated product catalog, website, marketing programs, price lists, order forms, and promotions.

Opportunity:

Reinforce the longevity of a recently acquired brand to its loyal dealers and customer base.

Results:

• Hard parts sales doubled from March to April after the re-launch.

• Spike in April for both the home page and dealer locator hits.

• Positive feedback from dealer network.



Strategy: Developed a product launch form to provide direction from product analysis to marketing communications.

Integrated Tactics: A simple and easy to use, team-based form with deadlines and action items.

Opportunity:

Provide direction and process for an organized and efficient product launch.

Results:

• If process would have been in place prior to starting at CHS, it would‟ve saved the department over $65,000 in wasted product, labels and marketing communications.

• New name approved by legal (fka Polygard)



Strategy: Fleet and Owner Operator Trucking prospects were able to find the CENEX Brand online and in popular trade magazines as well as receiving direct mail.

Integrated Tactics: Website, direct mail (quarterly drops), banner advertising, co-op advertising and prospecting guide for dealers and coops.

Opportunity:

Increase brand awareness in new market for Cenex branded oil and grease products.

Results:

• Fleet sales doubled in the first year – Sales team blew away the goals with 134% conversion rate.



Strategy:

Grow sales during promotional

period for new target market.

Integrated Tactics:

Customized website (landing

page) with banner advertising.

Opportunity:

Grow sales for top 3 products by

using a rebate targeted at a new

market.

Results:

• 21% response rate without

dealer network support.



Strategy:

Conduct market analysis and

identify market trends.

Integrated Tactics:

Use voice of customer surveys

to collect customer opinions.

Opportunity:

Use on-line tools like

SurveyMonkey to create surveys

and collect market data.

Results:

Analysis customer opinions to

help direct product strategy.



Strategy: Sales growth for PowerCore® air filtration product line to meet yearly goals of $150 million.

Integrated Tactics: Personalized direct mail, driving day at a racetrack promotional program and trade media advertising.

Opportunity:

Gain awareness and target regions were automotive manufacturers had research, development or design facilities.

Results:

• Over 100 initial leads generated.

• 33 qualified leads.

• 12 scheduled appointments.

• Sales team asked to stop the program as they couldn‟t keep up with the leads.



Strategy:

10% Sales growth in aftermarket

distribution channel.

Integrated Tactics:

Redesigned aftermarket website

and custom URL .

Opportunity:

Provide easier access to engine

aftermarket products. Develop a

new interface for distributors and

customers to get more product

information on aftermarket parts.

Results:

• Positive feedback from customers.

• Distributor portal/bookmark for

easier access into online tools.

• Updated “aftermarket” look and

feel.



Strategy:

Gain new product awareness.

Integrated Tactics:

End user focused advertising to build

Donaldson brand. Design, write copy ,

procure and place media advertising.

Opportunity:

Demand Donaldson theme came from

the Donaldson Australia marketing

team.

Results:

Build Donaldson brand name with end

users and distributors – increased

leads by 10-20% year over year from

2001-2009.

Ad template design by The Carney Group



Strategy: Gain new product awareness.

Integrated Tactics: New product press releases, articles or whitepapers.

Opportunity:

Develop relationships with editors to become an expert in product markets. Participated in articles and built relationships with magazines to increase media mentions.

Results:

• Developed 17 targeted media lists with over 957 media contacts.

• Sample releases found at: www.donaldson.com/en/engine/news/index.html.



Strategy:

10% Sales growth in aftermarket

distribution channel – targeted field

sales force.

Integrated Tactics:

Customer kits containing literature,

direct mail, testimonials, training

DVDs, banners, displays, labels

and stickers.

Opportunity:

Updated field sales force with a

complete set of the most current

marketing materials to build a field

sales “library”.

Results:

• Great response from field sales.



Strategy: Strengthen business relationships.

Integrated Tactics: Provide marketing tools to support distributor business via a secure intranet website that contains customizable marketing tools such as flyers, Donaldson themed web-pages, coupons, ad slicks and banner ads.

Opportunity:

Provided template sales tools for distributors. They can add logos, prices and part numbers and then distribute to end users.

Results:

Launched to beta test customers in January 2009.



Strategy:

Increase global product sales.

Integrated Tactics:

Manage a global team to bring

three new acquisitions into a

standard global brand strategy.

Opportunity:

Cross sell product lines around the

globe. Promote new product lines

in under-marketed regions.

Goals:

Increase sales in global regions for

Donaldson‟s aerospace and

defense group.


http://www.afsfilters.com/default.html


Strategy:

Gain awareness for products and

services.

Integrated Tactics:

Lead cross-function teams to

develop and execute product

literature.

Opportunity:

Develop relationships with all

levels of Donaldson including:

engineering, research and

development, archives, sales and

legal departments.

Results:

Created show pieces for sales

presentations and proposals.



Strategy:

Manage product line development.

Integrated Tactics:

Upgrade high-performance packaging.

Opportunity:

Customer feedback initiated a

packaging project – “If I purchase a

$100 filter, I want it to look like it when

I see it on the shelf”

Results:

• 2-color high-performance look.

• Cost reduction due to consolidation of

products that fit in smaller number of

box sizes.

• Customer feedback is extremely

positive about the new design.

Box Design by The Carney Group



Strategy: Grow sales on catalog air cleaners at regional OEMs and aftermarket distributors (that specify engine air filters).

Integrated Tactics: Design and develop a web-based interactive product selection tool.

Opportunity:

Interactive website selection chart that allows the end user to choose their own products according to airflow, size and dust conditions.

Results:

Added benefit that Donaldson inside sales team also used to help determine customer complaint issues.

www.donaldson.com/en/engine/air/heavy.html


http://www.donaldson.com/en/engine/air/heavy.html


Strategy: Manage product line development.

Integrated Tactics: Develop and implement a 2-color, hi-gloss package design to support high-performance product image.

.

Opportunity:

Compete in the automotive aftermarket with an attractive, high-performance package.

Results:

Customer feedback was positive. Donaldson sold the product line shortly after the new packaging implementation for profit.

Blackwing Logo by Jeff Ivarson DesignBox Design by The Carney Group



Strategy:

End-user, pull-through strategy.

Integrated Tactics:

Stay in front of the end user with

complimentary maintenance tips and

product benefits.

Opportunity:

Developed design, content and

distribution lists.

Results:

• Increased active subscriber rates by

20% year or year for 5 years.

• Email distribution was done in-house

using ExactTarget.

Template Design by The Carney Group



Strategy:

Gain product awareness.

Integrated Tactics:

Develop relationship with

out-sourced PR agency to

develop new product and

award releases.



Strategy:

Gain new product awareness in the

construction target market (key

industry tradeshow ConExpo).

Integrated Tactics:

Trade show press event, digital press

kit (jump-drive with PR, photos,

product information, video), direct mail

invite, e-mail, literature, pen give-

away, cheat-sheet and note pad.

Opportunity:

Presented, created and designed all

marketing pieces for trade show press

event targeted at industry editors.

Results:

• Positive response from trade press.

• 25 press mentions.

• 2 feature articles.



Strategy: Gain new product awareness.

Integrated Tactics: Organized and managed a press event in the tradeshow booth (MinExpo) with live demonstration.

Opportunity:

Communicate and demonstrate new product features directly with the trade press.

Results:

• Over 20 editors and press in attendance.

• Distributed over 30 press kits.

• Over 30 PR mentions post the show.

• 2 feature articles generated from contacts.

• Created „buzz‟ just from the crowd that gathered for the event.



Strategy:

Sales growth through

relationship marketing.

Integrated Tactics:

Record customer testimonials to

build excitement for new product

launch.

Opportunity:

Customer visit to interview, direct

photo and video production to

capture testimonial quotes.

Results:

• Testimonials used in integrated

marketing programs for new

product launches.



Strategy: Market analysis – identifying market trends in dealer channel.

Integrated Tactics: Market survey questionnaire, direct mail and outbound phone calls.

Opportunity:

Identify market trends in marketing tactic preferences among Original Equipment Dealer channel.

Results:

• Dealership preference used to develop promotion programs to increase sales through the channel.

• A final project submitted to the College of Business.



Strategy:

Enhance a product or service.

Integrated Tactics:

Created a “show piece” for Northco‟s

capabilities.

Opportunity:

Used high-end paper, photos, copy

and fonts to create a high-end

capabilities brochure to promote

commercial real estate services.

Results:

Brochure was used for 5 years as the

key handout for prospective and new

customers.

Template Design by Little & Company



Strategy: Enhance Northco‟s products and services.

Integrated Tactics: Customer/Tenant newsletter.

Opportunity:

Communicate new tenants, announcements, introductions and news to Northco‟s tenants and customers. Created and edited a high-end, professional newsletter, interviewed tenants, wrote all copy and photo direction.

Results:

• Interviewed over 50 tenants.

• Showcased new developments.

• Highlighted Northco‟s community service activities.



Strategy:

Develop new customers leads.

Integrated Tactics:

4-color, two-sided direct mail

cards and promotions.

Opportunity:

Direct mail program to garner

new customers for brokers and

project managers.

Results:

• Over 75 leads generated from

the campaign.

Design Firm: The Carney Group



Strategy:

Enhance product identity.

Integrated Tactics:

Create a marketing package for a

new software launch to upgrade

image and brand identity.

Opportunity:

Used 3-color and 2-color printing

techniques for cost-reduction

opportunities.

Results:

Successful launch of software

revision packaging to customer list

with an improved brand image.





Sheila Peyraud, General Manager, Aerospace and Defense

Group

Donaldson Company

PO Box 1299, Minneapolis, MN 55440-1299


Direct dial: (952) 887-3748

Projects: Global brand, marketing and sales support for

aerospace and defense products

Relationship: Former manager

Pat Carney, President/Owner

Jules Inda, Principal

The Carney Group – A Design and Marketing

Communications Firm

837 Glenwood Ave, Minneapolis, MN 55405-1613

Email: [email protected]; [email protected]

Direct dial: (612) 339-8744

Projects: Marketing communications, interactive, collateral,

packaging, brand identity programs

Relationship: Outsourced vendor, supplier, project partner

Mike Brezonick, VP - Editor in Chief

Diesel Progress and Diesel Progress International Magazine

20855 Watertown Rd, Waukesha, WI 53186


Direct dial: (262) 832-5112

Projects: Advertiser and feature article submission, supported editorial

content

Relationship: Former supplier, business partner

Tony Carideo, President

Jan Drymon, Vice President

The Carideo Group - Investor Relations and Public Relations

1050 One Financial Plaza - 120 South 6th Street, Minneapolis, MN

55402

Tel: (612) 317-2880

Email: [email protected];


Projects: Public relations for Donaldson engine products

Relationship: Former business partner

Relationship: Former manager and colleague


Career

J Kovala Capabilities Portfolio pdf fall 2012