Michael E. Donner

Driving eCommerce Growth & Profitability through Digital Demand Generation & Engagement Marketing

+1 (561) 542 7930

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A Chief Marketing, eCommerce and Digital Officer with Branding/Strategy Expertise.

Industry:  Direct-to-Consumer eCommerce.


Business Challenge:
  The Company needed a platform to build a voice in the crowded women’s ready-to-wear and fashion accessories marketplace, which positioned the brand as high-end, inspirational and socially responsible. 


Solution:
  In honor of International Women’s Day, the Company launched a campaign featuring stylish women with a voice for positive change.  The women who were selected are leaders at home, in the office and in their communities.  They are pioneers and risk-takers as well as romantic and compassionate.  They strive to also inspire other women to be self-assured, confident and to give back to society, in order to make it a better place for all.  These women truly embodied the essence of the brand. To celebrate their inspiring stories, an integrated influencer marketing and demand generation campaign was created.  This included a comprehensive photo-shoot of them wearing their favorite fashions from the Company, coupled with a video testimonial/interview.  The influencer marketing campaign was launched through website banners, landing pages, digital mailers, ads, PR, social media, blogs and media relations etc.  As a result of the campaign, the Company was able to leverage the established brand equity of these women to drive greater awareness, new qualified traffic to its website, and a record number of sign-ups for its loyalty program, while also spreading valuable knowledge, lessons and inspiration to support International Women’s Day.

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Industry:  Direct-to-Consumer eCommerce.


Business Challenge:
  With intense competition from Amazon, as well as other online retailers, it was quickly becoming a race to the bottom on deep discounting and low margin sales.   The Company needed to create a new way to transform its eCommerce businesses from being entirely dependent on promotions to drive sales, and find an innovative way to create an addicted, amplified and loyal, full-price customer base. 


Solution:
  The Company designed and developed a fully integrated in-store and online loyalty program, to reward consumers by giving them an amazing customer experience through significant personalization.  Research showed that consumers are willing to pay more and tend to be less price sensitive when they feel a brand truly understands, rewards and represents them.  By using significant personalization and digital marketing tools, the new program rewarded consumers with special incentives, cash-back and personalized offers they could not find anywhere else, while making the Company’s eCommerce websites and brick and mortar stores their primary shopping destination.   The program initially launched encompassing five eCommerce brands: Perry EllisOriginal PenguinPeony&MeLaundry by Shelli Segal and Cubavera.

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Industry:  Ridesharing Services. 

Business Challenge:  The Company needed to create an iOS and Android app that was simple yet intuitive for consumers to easily navigate as well as purchase services.  

The Solution:  Extensive competitive app research along with mobile user experience designand testing was conducted.  This enabled the Company to effectively test potential flows with real users to see what worked as well as catch and fix problems early on, before they finalized design and coding.  By using quantitative and qualitative data they were able to optimize the design and create the ultimate user experience to boost engagement and eCommerce sales.


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Industry:  Marketing and Sales Automation.

Business Challenge:  The Company needed a new name, messaging, value proposition and brand identity to better reflect the unique attributes of its' product as it expanded outside the automotive vertical into the crowded and highly competitive enterprise marketplace.

The Solution:  In less than two months, a new Company name and logo, value proposition, messaging and brand identity was rolled-out.  This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch demand generation and engagement marketing campaigns.  New materials to support the campaigns included collateral, case studies, infographics, white papers, mailers, PR, SEO, SEM, blogs, videos, trade show booths, presentations and advertising.  As a result of these efforts, the Company increased market awareness, built a new business pipeline and scaled more than 400% within six months.

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Industry:  Internet Security.

Business Challenge:  Despite being one of the oldest and most respected companies in the Internet security business, this venture capital-backed start-up had never invested in marketing and remained relatively unknown.  As a high growth sector, this market attracted several billion-dollar, publicly traded companies.  To survive in this increasingly competitive environment, the Company needed to invest in a formal sales and marketing program.

The Solution:  Within six months, implemented a new branding and messaging platform. Launched a new go-to-market strategy and plan.  Reflected new branding and messaging in overhauled Website and authored all new collateral including a corporate brochure, service datasheets, white papers, case studies, press releases, infographics, online and print advertising, market studies/attack reports, threat advisories, recruitment brochure, blogs, videos, social media, competitive sales tools and presentations. Materials were used to drive demand generation, increase market share, build a new business pipeline, and lay the foundation for 100% growth within a calendar year.

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Industry:  Fintech.

Business Challenge:  The Fintech marketplace was undergoing a major transformation and market disruption as next generation firms were emerging with new technology, self-service operations and highly competitive products and services.  The Company was struggling to compete and innovate and knew it needed to recreate itself as well as transition to a lower cost sales and marketing acquisition model.  

The Solution:  In less than six months, a new company name and logo, value proposition, product and service offering, messaging, brand identity and go-to-market sales and marketing model was rolled-out.  This included a new search-engine optimized, permission-based marketing website, social media channels and a series of comprehensive multifaceted, multi-touch demand generation and engagement marketing campaigns.  New materials to support the campaigns included collateral, case studies, white papers, mailers, PR, SEO, SEM, blogs, videos, social media, presentations and advertising.  To qualify leads generated from the campaigns, a 24x7x365 white glove contact center and lead qualification team was hired, trained and deployed.   As a result of these efforts, the Company increased market awareness, quickly achieved SEO traction, built a new business pipeline, began to win competitive deals and significantly reduced operations, sales and marketing costs.


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Industry:  Healthcare Information Technology – software, hardware and consulting.

Business Challenge:
The venture capital-backed start-up had never invested in marketing. To be more competitive, the Company needed to move from an R&D heritage into a commercially focused sales and marketing driven organization.

The Solution:  Created new messaging, positioning and value propositions. Launched a new go-to-market strategy and plan. Produced corporate brochure, product datasheets, white papers, case studies, Website, demos, presentations, advertising, direct response and sales support tools. Within 12 months, the Company had a pipeline four times current revenue targets and began winning a seat in highly-competitive deals alongside the billion-dollar industry leaders.


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Industry:  Oil and Gas - software, hardware, consulting and outsourcing.

Business Challenge
:
  The Company had undergone a series of acquisitions to diversify and expand its software and services portfolio. Each acquired company had a separate brand, image and identity. A new unified brand image was required.    

The Solution New messaging, positioning and an updated value proposition was created as part of the enhanced go-to-market strategy. To launch the program an integrated branding campaign was implemented which included 
advertising, corporate brochure, product datasheets, case studies, customer newsletters, e-marketing, white papers, product packaging, Website, events and sales support tools. Customers, prospects and analysts responded positively and sales increased from US$125 million to more than US$250 million in less than two years.  



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Industry:  e-Business Consultancy - strategy, consulting, creative, branding, demand generation and systems integration.

Business Challenge:  To leverage the rapid growth within the Internet industry the Company needed to transform itself from a 10-year old regional systems integrator into a reputable player in the ultra-competitive e-Business services sector. 

The Solution:  A multi-channel branding and demand generation campaign was launched to communicate the new positioning around a revolutionary new concept of building e-Relationships to differentiate an e-Business. The campaign included advertising, case studies, media and analyst tours, multi-dimensional direct mail, multi-city seminars, corporate brochure, service datasheets, e-marketing, bid marketing and sales support tools. As a result of the campaign, sales increased from US$32 to more than US$52 million within 12 months.

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Industry:  Healthcare Information Technology – software, hardware, consulting, outsourcing and data centers.

Business Challenge:
  The Company needed to differentiate itself from the larger and more established competition as part of its goal to capture market share and become profitable.  

The Solution:  After drastically realigning spend and developing new positioning and messaging, a multi-channel branding campaign was launched. Elements included corporate brochure, case studies, product data sheets, white papers, advertising, direct response, Website, e-marketing, newsletters, events and sales support tools. Within 12 months, the Company became profitable, achieved 24% revenue growth and net income of US$485,000 versus a US$32 million loss the previous year.  


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Industry:  Global Management Consulting, Technology Services and Outsourcing. 

Business Challenge:
  The European Business Process Outsourcing (BPO) firm had virtually no stand-alone clients in North America (NA).  The Company needed a plan, strategy and tactical launch to enter the highly-competitive NA BPO market.

The Solution:  A new strategy, messaging, positioning and go-to-market plan was developed.  The program was launched with a multi-channel branding campaign which included advertisingservice brochureswhite papers, sales support tools, media and analyst toursdirect response, e-marketing, Website and events. Within 12 months, the Company began winning competitive deals and built a 1.3 billion NA pipeline.


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Industry: Direct-to-Consumer eCommerce.

Business Challenge:  To reach its aggressive growth plans, the Company needed to create greater brand awareness, so it could generate more qualified traffic, conversations and net new customers in the crowded women's high-end, ready-to-wear and fashion accessories marketplace.

The Solution:  The Company launched an aggressive affiliate and celebrity influencer marketing campaign and social media program to elevate its brand awareness.  Through highly targeted PR, social media and influencer gifting events and programs, the Company secured numerous high-profile national placements.  This included dressing Cassie Randolph (the winner of ABC’s 2019 Bachelor - season 23) for her official media tour and week-long media event appearances following the season finale.  Every outfit Cassie wore sold out within minutes after being seen on national TV, social media sites and news outlets.  The campaign created record eCommerce site traffic, conversions, sales and more than doubled the Company's loyalty member sign-ups.


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