TrackR (Jul. 2016 – Feb. 2018)
(Note: TrackR, rebranded to Adero, is defunct as of 2019)
CE startup in the IoT space specializing in Bluetooth tracking devices perfect for keys, remotes, and more
EMAIL SPECIALIST & DESIGNER
Designed and managed TrackR’s email campaigns, lists, and reports with an additional focus on producing creative for all aspects of marketing from digital to retail
Holiday Email Campaign (Nov. – Dec. 2017)
Skills Utilized: Email Marketing and Strategy, Email Design, Copywriting, Photo Retouching, HTML and CSS, Data Analysis
Software Used: Adobe Photoshop, Adobe Lightroom, Brackets (Code Editor), MailChimp
Project: Approaching the 2017 holiday season, I was tasked with planning TrackR’s email marketing efforts. There were several stages of this promotional period, focusing on different deals (such as a 5-pack) and products (TrackR pixel vs. TrackR bravo) week by week. I also wanted to have a promotional story arc, using language written to match the different consumer emotions of each holiday (“great deals” during Black Friday and Cyber Monday, and “gifting” during Thanksgiving and Christmas).
Challenges: Prior to the 2017 holiday, we had stopped all email marketing efforts for several months. To re-introduce our email audience to our products, I began with a couple non-promotional emails showcasing the features of our recently released ‘TrackR pixel’ to drive awareness. As we got closer to the promotional period of the holiday season, we ramped up our emails, utilized personalization, and heavily relied upon segmentation such as past-purchase activity and geographic location to tailor emails to our base.
Results: By the end of TrackR’s 2017 holiday campaign, the email marketing channel surpassed goals by 22% and generated 21% of the company’s total revenue. I created a follow-up report similar to the Powerpoint presentation below examining which emails performed best and worst (by metric category) and provided insights into how we can further improve the channel as a main source of revenue.
Content calendar & planning
Example Email templates
‘TrackR pixel’ Launch (Jun. – Jul. 2017)
Skills Utilized: Digital Design, Retail Design, Packaging Design, Photo Staging and Retouching, Email Marketing, HTML and CSS
Software Used: Adobe Creative Suite (Photoshop, Lightroom, Illustrator, InDesign), Brackets (Code Editor), MailChimp, Modo (3D Rendering Software)
Project: TrackR was preparing to launch its newest product, the ‘TrackR pixel.’ The TrackR pixel was the newest iteration of TrackR’s item-tracking technology, featuring multiple LEDs and a louder piezo speaker to make the finding your valuables easier than ever before.
Challenges: We needed to create a 360º campaign across digital and retail that would show the TrackR pixel in a multitude of use cases and colors. The marketing team had limited access to the new product and production of most colors had not yet begun. In order to effectively show the wide variety of colors available, we used black, white, and gray TrackR pixel devices in our photoshoots. With the gray devices, I was able to retouch our photos to match the selected Pantone swatches that would be used during full-scale production.
Digital Campaign
‘TrackR pixel’ Launch Email
‘TrackR pixel’ Website Hero Image
Retail Campaign
‘TrackR pixel’ Launch Retail Packaging
‘TrackR pixel’ Gift Envelope
WHSmith Retail Display (UK)
Brookstone Retail Display
Best Buy Retail Display — ‘TrackR bravo’ and ‘TrackR pixel’
‘TrackR bravo’ Track Your Tech (Feb. – Mar. 2017)
Skills Utilized: Email Marketing and Strategy, Email Design, Copywriting, Photo Staging and Retouching, HTML and CSS
Software Used: Adobe Photoshop, Adobe Lightroom, Brackets (Code Editor), MailChimp
Project: To increase sales of our flagship product, ‘TrackR bravo,’ the marketing team utilized an email marketing campaign targeting various tech users. We photographed the TrackR bravo in five major use cases — flash drive, headphones, drone, e-reader, and camera — tech products that are incredibly valuable to their users for either their cost or need for data retention. To convey a coherent campaign, I used similar design motifs across the six emails and wrote headlines to feature a clear value proposition to our email list.
