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Marketing in the real worldLindsey Schiller Marketing Communications Intern

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Port Charlotte,FLUSFJuniorMajor: Marketing and ManagementCareer Goals:Start in corporate become a brand managerTransition to nonprofit to pursue my ultimate dream of working for a program that benefits animalsA little about me

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projects

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Collateral Pieces

Request for a simple, at-a-glance chart of PGTs Advertising Co-op Program information Simpler Reference GuideNo repetitionEasier to interpretAudience: Dealers

Advertising Co-op Program Quick Reference Guide

Helps dealers quickly determine what criteria they need for their submission to qualify for reimbursement funds5

Request from sales for a brochure that highlights features, hardware, and high level technical specifications about every door that PGT offersAudience: Tech savvy ConsumersHelps dealers talk consumers through our complete offering of doors

All PGT Doors Brochure

Benefit to PGT Helps dealers to sell to the more informed consumer who wants to see all options and more technical information than what is listed in the Product Line Brochures6

Need for an updated comprehensive reference guide of every piece of marketing literature and selling materials that PGT has available for dealersAudience: DealersMarketing Materials Catalog

Allows dealers to easily see marketing materials that are available for them to actively promote PGT products7

Need for Spanish version of our WinGuard Aluminum Product Line Brochure for use in international marketsAudience: Spanish-speaking consumersAllows for us to effectively promote our flagship product line in international markets where there is a great demand and need for such productsWinGuard Aluminum Spanish Brochure

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Need for a brochure that highlights features, benefits, options, and detailed product information for the Cabana DoorAudience: ConsumersProvides dealers with additional selling materials for the Cabana DoorCabana Door Ancillary Brochure

We want to convert all of our brochures to the same standard template.9

Giving direction to designersResearching and compiling informationProviding feedbackCopywriting/proofingProject management/planningHow to work cross-functionally/cross-departmentallyWhat I learned from producing Collateral Materials

Website Update

All product content on PGTs website needed to be updatedAudience: ConsumersProvides consistent product information across printed and electronic marketing platformsContent

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Updated product photography was needed on PGTs website photo galleryAudience: ConsumersAllows us to demonstrate finished PGT products in installed applicationsPhoto Gallery

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Final testing to ensure additional newly added dealer locator features were working properlyConsumersAllows consumers to more easily find the best dealer for their projectDealer Locator

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Content Management SystemConsistency of branding across platformsThe importance of brand awareness onlineSalesLogix, a Customer Relationship Management toolWhat I learned from the Website Update

Website is generally a starting point for research15

Other Projects

Ongoing posts for PGTs Facebook and TwitterAudience: general public on Facebook and twitter consumers, dealers, PGT supporters, media, community partnersSupports PGTs brand presence and increases awareness of company initiatives and products#MondayMyths#TestimonialTuesday#WindowCrushWednesday#ThrowbackThursday#FunFactFriday

Social Media Calendar

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Simple and short videos that show how to service various products across PGTs Product LinesAudience: DealersProvides a resource to dealers who arent as familiar with servicing PGT products as other dealers areVideo Shoot

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Additional Project InformationIdentifying Product Photography opportunitiesWebsite and Facebook AnalyticsProcessing Web Leads through SalesLogixParticipating in weekly conference calls with our external agencies

Product photography: reached out to sales reps, dealers, homeowners, and project owners regarding projects that feature PGT products; Made recommendations for which projects are feasible for us to photographAnalytics: I have worked with HMG and our internal team to learn about the analytics side of marketing.Web Leads: Homeowners can go on the PGT Dealer Locator and submit a request to a specific dealer to address any needs or concerns regarding our products. This is one way that we support our dealers by providing them with opportunities to increase their sales.Conference calls: I participated in calls with our external marketing agencies, specifically Phire, HMG, and BSG19

Project planning/managementBusiness WritingPGT Brand StandardsCommunication with designersHow to use certain softwares: SalesLogix, Content Management SystemSocial Media MarketingSteps to develop a collateral pieceHow to pull analytics from Facebook

What I learned overall

Knowledge about how a marketing department operatesHow to work cross-functionally and cross-departmentallyProject/Time ManagementManaged multiple projects at onceProject prioritizationHow marketing works with other departments to achieve a common goalCopywriting, editing, proofingWorking with external sources on projects

Benefits for Future Career

Thank you all for a wonderful summer!