Targeted and personalized emails are based on purchase, browse or search behavior. These emails typically have a higher open rate, click through rate and conversion rate than average emails. I was responsible for the design and creation of content for 12 targeted campaigns. The concepts and images created were customized for each targeted segment and relevant to their audience. Includes Happy Birthday, Abandoned Cart and top level categories based on customer behavior.
Role: art direction, concept, design, graphic and HTML production, project management. Coordinated with Email Channel Manager.
Programs: Illustrator, Photoshop, Dreamweaver, Silverpop and JIRA. Responsive email templates.
Lifecycle email marketing is a customer-oriented, one-to-one email marketing strategy based on the idea of delivering automatically the right message to the right person at the right time on a regular basis throughout the whole business
cycle. I was responsible for creating relevant content and images that aligned with these customers' mindsets for each lifecycle stage. Interested Prospects, Engaged Customers and Lapsed Customers.
Role: art direction, concept, design, graphic and HTML production, project management. Coordinated with Email Channel Manager.
Programs: Illustrator, Photoshop, Dreamweaver, Silverpop and JIRA. Responsive email templates.
Email analysis specific to individual customer segments, learning their responsiveness and behavior for future promotions. I wanted the concept and design to reflect the special-ness for the customer, and that the discounts were available only through email. It was important to have a strong branding presence, which I achieved using of the “red button” element. I chose a lifestyle image of spilling red buttons that would appeal to any sewing enthusiast and a visually clean layout of various styles of red buttons. The red daisies were another commonly used element within the brand.
Role: art direction, concept, design, graphic and HTML production, project management, system setup for coupons.
Programs: Illustrator, Photoshop, Dreamweaver, Silverpop and JIRA. Responsive email templates.
12 Deals of December offers a daily deal over 12 consecutive days with cumulative results. Sales are not pre announced so customers are engaged to return and shop new holiday deals every day. As the sale grows in product offerings, it also grows in interest as top designer collections round out the last few days of the sale.
I was tasked with creating a holiday campaign centered around one of our most popular holiday cotton print collections, Riley Blake Home for the Holidays. With a customer base of sewing enthusiasts in mind, I designed the campaign to reflect a hand crafted look and feel. Chosen fabrics representative of each daily deal, were folded and wrapped to represent gifts. Tags were designed incorporating graphic elements pulled from the highlighted holiday collection. Elements were digitally combined to produce final graphics.
I was responsible for banner updates for each daily deal, content and creation of emails and social images. I collaborated with the Merchandising team to set up special category landing pages, uploaded banners and category product images.
Role: art direction, concept, design, graphic and HTML production, prop design, project management
Programs: Illustrator, Photoshop, Dreamweaver, Microsoft Excel, PowerPoint, Silverpop, JIRA and Content Management System. Responsive email templates.
HGTV magazine spread - “fabrics by the click”. Several featured designers chose Fabric.com as a favorite source for online fabric, along with a fabric pick. This was a great opportunity to partner with the wildly popular new HGTV magazine. I promoted the feature through the design of banners that strongly aligned Fabric.com with the HGTV brand. Banner placement was on the home page and social along with banner insertion in other related emails. I also created a specialty landing page for customers to shop the chosen fabrics along with their entire collection. For a more creative visual, category icons were designed to highlight the fabric. This was done by choosing common home décor items and wrapping the image in the featured fabric. As a header for each of the fabrics’ landing pages I also created a mood board.
Role: art direction, concept, design, production, project management.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
Who doesn’t know that everything is about the “Princess.” Fabric.com carries the largest collection of “Frozen” licensed fabrics. I was part of the brainstorming team of how to best promote the fabric line in a fun and creative way that would engage the customer. What better way than to offer free tutorials for creating your very own version of your favorite “Frozen” character. We brought in one of our most creative bloggers that just happened to love costuming.
I was involved in the promotional plan of how to best utilize the content to promote the fabric line and to raise awareness that Fabric.com is “the source”. We planned a separate email that would showcase four different costumes. I was responsible for the concept and design of the promotion, creation of the emails and all banners and graphics needed throughout the promotion.
I coordinated with merchandising for the creation of a single landing page that would have four sub categories, containing all fabrics and notions the customer would need in a single source relative to the creation of each costume. I managed the workflow to coordinate with each of the blog posts, release of the email and the go live for online categories. I was also responsible for the merchandising of promotional banners across the site, banner insertion in other daily emails, and the accuracy of all links and tracking.
Role: art direction, concept, design, graphic and HTML production, project management.
Programs: Illustrator, Photoshop, Dreamweaver, Silverpop, JIRA and Content Management System. Responsive. Responsive email templates.
I was tasked with the concept and design for a weekly series of promotions focused on Apparel fabrics. Heading into the Fall season, I wanted the visuals to shift the customers thinking over to Fall, and the planning of their wardrobe. Promotional copy in the body of the email also carried this message to inspire the customer, “Fall’s here and it’s the perfect time to create new must-have pieces for your wardrobe”. Promoted with email and home page site banner.
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA
Fashion week times three. The Spring Fashion Forecast continues to be an ongoing annual series for Fabric.com. As always they want their customers to be on trend for the year and inspired to create some new pieces for their wardrobe. My concept and design was to pull together the hot new trends, pair them with both fabric selections and available patterns. Working with the apparel fabric merchant we selected to focus on three new trends to be highlighted in three separate emails.
Pulling from the Spring 2014 Pantone Fashion Colors, I paired the soft pastels and vivid brights with each fashion trend. I created a look that highlighted each trend through a selection of patterns and fabrics that tied in with the spring colors. A specialty landing page was created so customers could shop each trend by category and browse through more suggested fabrics and pattern selections. Was promoted with email, on site banners, social and blog posts for sewing inspiration for each trend.
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
With a customer base of sewing enthusiasts, there’s something they all love - free patterns and tutorials.
Whether they’re new to sewing or starting back up, everyone needs a little inspiration. I worked with the Fabric.com Buyers and Merchants, to plan project emails that coordinated with sales promotions and the seasonal interests of our customers. In designing the emails, I had several sources available for requesting new content or I pulled from the Fabric.com content library that I had helped to build.
Emails designed around content from an outside sponsor contained:
• Sponsor supplied imagery.
• Off-site links to the tutorials, which contained cross links back to Fabric.com as the source for all project supplies.
• A Fabric.com specialty landing page which contained a category for each project filled with suggested fabrics and accessories.
• Promoted through email, site banners, Facebook and Pinterest boards.
Emails designed around created content for the Fabric.com blog contained:
• Blogger’s supplied imagery.
• Links to the blog post which contained links to Fabric.com for the fabrics and accessories used.
• Email copy promoting other related blog posts and/or Pinterest boards.
• Promoted through email and site banners
Emails designed around existing free patterns in the Fabric.com content library contained:
• Existing pattern imagery.
• Images linked to the each pattern category filled with suggested fabrics and a banner linked to download the pattern.
• Email copy promoting entire pattern download library
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
A selection of banners designed for Fabric.com’s site and email, that promote new cotton print designers, print collections or a cotton print sale.
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
A selection of banners designed for Fabric.com’s site and email, that promote a type of apparel fabric or an apparel sale.
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
A selection of banners designed for Fabric.com’s site and email, that promote a home decor designer, type of home decor fabric or a home decor sale.
Role: art direction, concept, design and production.
Programs: Illustrator, Photoshop, Dreamweaver, JIRA and Content Management System.
