This is a general representation of my body of work.
DANIEL FROHNEN MARKETING PORTFOLIO Advertising General Trade Campaigns � Position company as "#1 Resource" for a variety of product lines, directly inline with company vision statement of differentiation from competition. Specific Product/Program Branding � Craft unique messaging for a variety of products and programs, delivering sales objectives consistenly. �2� Advertising Consumer Campaigns � Initiate retailer support program, ensuring products are on the shelf/online in exchange for mention in advertising. � Work seen in the world's top consumer music magazines, including Guitar World, Alternative Press, Music & Sound Retailer, Modern Drummer, Music Connection, LA Weekly, and many more. �3� emAil/Web/sociAl mediA Email Marketing � Create ROI centric environment where results are constantly monitored and testing and optimizing is encouraged. � Redesign email templates resulting in mobile optimization, increase in web traffic, and staff production time cut by 50%. �4� emAil/Web/sociAl mediA � � Social Media evangelist for the company since 2005. Create dedicated social media marketing position resulting in 80% increase in Facebook "likes", engagement 9 times higher since year prior, and industry recognition for being the best in social media. Partner with key NIL properties, creating increase in web traffic to Alfred.com. Facebook jumps from #10 referring site to #3 in 2011. Twitter from #20 to #15. Move monthly "Ledger Lines" blog to wordpress, resulting in environment where interaction is fostered with key audiences. Social Media � � �5� emAil/Web/sociAl mediA � Turn negative into positive. Reduction Digital Catalogs in marketing print budget creates opportunity to create digital catalogs. � Dealer link-optimized version creates new audience and increased sales. �6� emAil/Web/sociAl mediA � World of Warcraft promotion results in $10,000 in sales in 24 hours. Successfully averted web crisis by moving promotion from Alfred website to retailer partner in 2 hours. Landing Pages � Create environment where marketing teams skills are put to best use, resulting in first ever "Live Coverage from NAMM". � Launch first ever "direct mail promotion" website, an online ordering system for direct mail catalog program. Resulting in 20% increase in sales and significant reduction in staff time involvement in order taking. �7� direct mAil B2B Monthly Product Release Brochures � Produce monthly new product catalog to retail channel, including redesign that highlights key NIL properties. � Main vehicle for all company releases and promotion to retail channel. B2C Yearly Product Release Brochures � Drive consumer demand through direct to consumer catalogs. Cut costs by $400,000 in 2011 with no change in market reach. � Create first ROI model to measure success/shortcomings of piano direct mail. � Attached unique "8 prizes, 8 weeks" promotion to measure readership. �8� direct mAil B2B Direct Mail Campaigns � Produce top-notch marketing pieces to drive retailer sales and adoptions of merchandising programs. � Initiate "B level" promotion with special offer for 4th quarter. Results in 15% increase in sales and new retailer relationships. �9� trAdeshoWs/events NAMM & Summer NAMM � Directly responsible for booth theme, merchandising, and show sales special. � Booth sizes all the way up to 5,000 square feet. � Reduce Winter NAMM SKU count from 5,000 to 3,800, while increasing sales 10%. � 10 � trAdeshoWs/events 2007 X Games � Negotiate barter arrangement resulting in 3 day presence at the music stage and broad national Television exposure � Out of the box ideas to make events more than just events, something memorable. Industry Events � Initiate QR inclusion on hotel room keys, results in 1,000 scans and wide spread brand recognition at the event. � 11 � Pr & Promotion Support of Company Green Initiatives � Play key role in branding company as green, including programs and promotions to reinforce messaging. Results in national trade magazine editorial. Driving Retailer Store Traffic � Identify retail channel struggles with driving store traffic and act. Create "Fund Raiser" program directly tied to retailer, results in sales increase and feature story in national trade magazine. � 12 � Pr & Promotion � Craft creative, out-of-the-box, sales promotions for retail channel. Results in 20 new retailer "Alfred" websites in 2011. B2B Promotions � Evaluate retail channel business needs and create programs to support company sales objectives. � 13 � imProvements Old Marketing Structure Marketing Restructure CEO SVP School SVP Piano SVP MI SVP Sales Marketing Director Marketing Director Marketing Director Marketing Director 10 team members 6 team members 5 team members 3 team member New Marketing Structure $600K in saving rst year COO Director Events 5 team members Director Marcom 10 team members Director Creative 5 team members � 14 �