CPC Consulting
Published on Mar 09, 2016
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PRESENTATION OUTLINE
CPC Consulting
listen . inform . act
CPC Consulting
listen . inform . act
what we do
- Marketing & brand strategy consulting
- Custom research
- On-site support when needed
Photo by sickmouthy
expertise
- brand & content strategy
- user experience
- market assessment & sizing
- consumer & product insights
- non-profits
Photo by Mukumbura
insights
- Brand equity & positioning
- Market assessments
- Usability testing & play testing
- Segmentation
- Customer acquisition & retention
- Customer/Player lifecycle
- Moderating
- Qualitative & quantitative research
Photo by jannekestaaks
categories
- food & beverages
- toys & games
- beauty & fashion
- food & beverages
- financial services
- wireless
- kids & tweens
- non-profits
- healthcare
- aerospace
Photo by Stuck in Customs
Christine craig
founder + chief thinker
About me
- Born in Georgia
- Grew up in New York
- Went to college in Boston
- Headed west to Seattle in 1996 and never looked back!
How I Spend My Time Outside Of Work
Credentials
copy testing & ADVERTISING tracking
Ad tracking and copy testing for CPG clients including Snapple, J&J Merck, Cadbury Beverages, Little Caesar's Pizza, Unilever, and many more.
Marketing CORPORATION
of america
Managed multiple global clients including Estee Lauder, Citicorp, Marriott, Sara Lee, Heinz, Scholastic, Doubleday, AT&T, Hasbro, and too many others to list!
Oversaw first major segmentation study for Estee Lauder brands.
Pioneered online surveys for Ralph Lauren fragrances back in 1996.
http://webworksfactory.com/case-studies.html
Extensive pricing studies for AT&T; in-depth interviews throughout the US, Europe, and Asia for Citicorp Private Banking.
Oversaw first major segmentation study for Estee Lauder brands.
Pioneered online surveys for Ralph Lauren fragrances back in 1996.
http://webworksfactory.com/case-studies.html
Extensive pricing studies for AT&T; in-depth interviews throughout the US, Europe, and Asia for Citicorp Private Banking.
wizards of the coast
Magic: The Gathering, Dungeons & Dragons, POkemon and M:TGO
Led team of insights professionals to support existing brands in the trading card and role playing categories.
Managed all research for Magic: The Gathering, Dungeons & Dragons, and Pokemon TCG including brand equity and segmentation, customer loyalty/retention, organized play, player lifecycle analyses, usability, and play testing. Was a member of the core team to launch Magic: The Gathering Online.
Helped develop the first "Rules Bible" with R&D to direct future game rules.
Designed in-house online survey capability with IT that was then used to launch the Magic: The Gathering player panel.
Managed all research for Magic: The Gathering, Dungeons & Dragons, and Pokemon TCG including brand equity and segmentation, customer loyalty/retention, organized play, player lifecycle analyses, usability, and play testing. Was a member of the core team to launch Magic: The Gathering Online.
Helped develop the first "Rules Bible" with R&D to direct future game rules.
Designed in-house online survey capability with IT that was then used to launch the Magic: The Gathering player panel.
Photo by woodleywonderworks
20+ years building strong brands
Clients
five below
brand - product - merchandising - advertising
Work closely with the marketing leadership team on key high profile initiatives. In 2013, began series of foundational learning of who their customers were and what made them tick. Clearly identified the priority targets and made recommendations on where to reach them and how to talk to them.
Monitor brand health annually, sharing key measures with the BOD and investors. Regularly evaluate advertising creative in early stages of develop to provide direction on best executions for the core target audience as well success of media spend.
An extensive evaluation of tech category purchase behavior and in-store experience led to improved merchandising resulting in increased sales and and elicited positive customer feedback. Similar changes are being evaluated for other departments.
Seasonal product and merchandising evaluations particularly for the holiday season. Major focus on talking to teens and mobile research.
Monitor brand health annually, sharing key measures with the BOD and investors. Regularly evaluate advertising creative in early stages of develop to provide direction on best executions for the core target audience as well success of media spend.
An extensive evaluation of tech category purchase behavior and in-store experience led to improved merchandising resulting in increased sales and and elicited positive customer feedback. Similar changes are being evaluated for other departments.
Seasonal product and merchandising evaluations particularly for the holiday season. Major focus on talking to teens and mobile research.
allrecipes.com
brand - Product - content
Allrecipes.com has been a client for over 5 years working on specific projects as well as on-site full time for short stints.
Tons of broad scale work to guide audience and brand positioning, understand digital grocery trends, generational and social media research, usability testing for the product team prior to and post the launch of the Dinner Spinner app and the new website in fall 2015. Recommendations have been used to guide new features and content, included in pitches to advertisers, and showcased in PR and public speaking engagements.
Supported the international team with 15 country tracking for 3 years to develop a core knowledge base of consumers in new markets to benefit both content and advertising.
Pitched in to help with comScore and Foresee tracking systems while on-site.
Tons of broad scale work to guide audience and brand positioning, understand digital grocery trends, generational and social media research, usability testing for the product team prior to and post the launch of the Dinner Spinner app and the new website in fall 2015. Recommendations have been used to guide new features and content, included in pitches to advertisers, and showcased in PR and public speaking engagements.
Supported the international team with 15 country tracking for 3 years to develop a core knowledge base of consumers in new markets to benefit both content and advertising.
Pitched in to help with comScore and Foresee tracking systems while on-site.
KCTS
Moderated several groups among employees and donors to identify what value the current printed viewer guide provides to KCTS donors and how they interact with it. Discussion also focussed onto website and app options for KCTS and competitors.
Recommendations have been made for future format, content, and flow of the viewer guide as well as how the site and app should function. Looking forward to seeing what the new guide looks like!
Recommendations have been made for future format, content, and flow of the viewer guide as well as how the site and app should function. Looking forward to seeing what the new guide looks like!
Virtuoso
For several years worked with Human Resources at Virtuoso and their subsidiary 23TouchPoints to check the temperature of employee happiness. As a result they have launched a new HR platform that has engagement, communication, recognition and feedback functions. It addresses all key issues CPC identified in prior work and also incorporates a survey feature to allow HR regular quick checks on the pulse of its employees.
Evaluated the user workflow for their new consumer facing work catalog featuring luxury travel products. Successfully identified the usability, efficiency and inspirational nature of the product.
Evaluated the user workflow for their new consumer facing work catalog featuring luxury travel products. Successfully identified the usability, efficiency and inspirational nature of the product.
meredith publishing
Working with multiple divisions of Meredith Publishing including Better Homes & Gardens, Eating Well, and Allrecipes Magazine.
Helped to develop a complete picture of consumers' view of diets to aid the final development of new tools for Eatingwell.com.
Multiple projects to better understand the holidays and BHG to support sales efforts with advertisers.
Regular evaluations to direct image and content choices for Allrecipes Magazine.
Helped to develop a complete picture of consumers' view of diets to aid the final development of new tools for Eatingwell.com.
Multiple projects to better understand the holidays and BHG to support sales efforts with advertisers.
Regular evaluations to direct image and content choices for Allrecipes Magazine.
Photo by djwtwo
t-mobile
consultant to prepaid team
Consultant to Prepaid/No Contract Team. Recommended research and oversaw suppliers to conduct necessary projects to support acquisition and retention efforts, loyalty program development and refinement, advertising tracking, and market segmentation.
Photo by Paul L McCord Jr
port townsend marine science center
brand strategy & growth plan
Supported the growth objectives of The Port Townsend Marine Science Center (PTMSC) by developing a brand strategy to strengthen PTMSC for the future.
The goal was to directly impact revenue growth initiatives to increase spending and giving of donors, grantors, members, and visitors. Primary focus was placed on the greater Port Townsend vicinity to improve its standing within current and lapsed constituents. Secondary focus being to look beyond the immediate area and make the PTMSC a destination.
Identified what the PTMSC stands for, is good at, where it is lacking, etc. Insights were used to better target programs, events, development opportunities and all marketing efforts. Today, the PTMSC is thriving!
The goal was to directly impact revenue growth initiatives to increase spending and giving of donors, grantors, members, and visitors. Primary focus was placed on the greater Port Townsend vicinity to improve its standing within current and lapsed constituents. Secondary focus being to look beyond the immediate area and make the PTMSC a destination.
Identified what the PTMSC stands for, is good at, where it is lacking, etc. Insights were used to better target programs, events, development opportunities and all marketing efforts. Today, the PTMSC is thriving!
Photo by Stéphane Duquesne
friends of woodland park elephants
public opinion polling
Measured levels of support among Seattle voters for retiring the elephants to a sanctuary. Identified which subsets of voters are more supportive than others. Understand what impact, if any, recent news stories had on support.
Results were shared with Friends of Woodland Park Zoo Elephants and key constituents including NARN and Big Life to help persuade the zoo to make a change.
Ultimately, the Woodland Park Zoo elephant exhibit was closed and they were moved to a sanctuary.
Results were shared with Friends of Woodland Park Zoo Elephants and key constituents including NARN and Big Life to help persuade the zoo to make a change.
Ultimately, the Woodland Park Zoo elephant exhibit was closed and they were moved to a sanctuary.
Photo by blieusong
Other Clients
- Starbucks
- WizKids
- Eddie Bauer
- Jefferson Country Chamber of Commerce
- AdKeeper
- Various start ups
- Classmates.com
- And the list goes on . . . .
consulting & research firm CLIENTS
- BlinkUX
- Praxis Research Partners
- MCA Works
- Synovate
- Millward Brown
