Marketing Portfolio

Samuel Ollo

Marketing
Brand Strategy
Project Management

19 Craft Farm Dr.
Bridgewater, NJ. 08807
[email protected]

908-494-1809

MARKETING
PORTFOLIO

01: Hutchinson Creek I Created A Cohesive Brand Image
Capital / Squarous
Logo, color scheme, font styles, website style, email styles,
Hutchinson Creek Capital flips and and every other thing that people saw. A strong brand
sells real estate investments online. image builds legitimacy and people get to visually know
I have worked there for four years your materials before they even read them.
as manager of all of their marketing
efforts and brand. The issue I faced
with Squarous was that its idea
was very new: selling real estate
investments in small shares so
regular people could afford them. I
had to build public trust, while raising
awareness and while promoting the
investments that the new platform
was trying to sell. I was starting from
zero with no marketing department
of any kind under me for support.
It was a fantastic and exciting
challenge that resulted in massive
growth and success for Hutchinson
Creek Capital, so much so we have
issues with running out of stock.
See it all at: www.Squarous.com

The Strategy:

Build and engage. Getting people to
see your ads is only half the battle.
Getting them to stay on your platform
and engage with your sales team
is the other half. Highly targeted
ads bring people into a beautiful
branded universe that continuously
engages them with newsletters,
sign-up pop-ups, instant chat boxes
that are operated by the sales team,
and a site that is designed to keep
people moving through it. I kept
people coming back to and moving
through the site by turning most of it
into an educational resource for real
estate investing. However, as people
move through it and feel like they
are getting smarter, they are actually
only being educated about Squarous
and the specific type of investing the
platform offers.

I Created Robust Digital Marketing Campaigns

I defined our target audience and started marketing to them on social media and on search engines. I wanted rapid growth
so after a few meetings, I set our budget at 15% of the company’s total revenue. Our advertisements included pictures,
videos, emails, and blog posts that were created from the ground up by me, with input on finer real estate specific details
from cross functional teams I led in support of the campaign. Everything was also created with SEO best pratices.

I Turned Marketing Channels Into Trusted Informational Resources

The best way to keep people engaged and coming back to your site is to make them want to come back themselves. I
created a blog that posts continuous updates, information and news. I created a branded email newsletter that sends out
information and offers. I created and hosted online webinars to educate people about the platform. I created informative and
engaging videos. Aside from creating the physical deliverables, I also wrote the copy and scripts for everything.

02: Forest Atlantic I Completely Changed The Brand Image
Flooring Co.
New logo, color scheme, business cards, packaging, catalogs and
Forest Atlantic is a company that everything else that people saw. Refreshing the brand image allowed
I did marketing contract work for Forest Atlantic to appear as a completely new company and distanced
over a period of several years them from the negative image other importers were struggling with.
starting in 2014. When they hired
me, the Lumber Liquidators scandal
was at its peak and no one was
buying imported flooring for fear
of dangerous chemicals. Forest
Atlantic did not sell products that had
those chemicals, but because they
were an importer, everyone avoided
them like the plague. The challenge
was getting them to recover and
overcome the negative stigma
associated with imported flooring.
It was a fun challenge that resulted
in Forest Atlantic being saved from
failing, and led to them experiencing
growth and success in a new market.

The Strategy:

Change and adapt. Forest Atlantic
was in trouble, and it was clear
that they were going to be out of
the consumer market for some
time. So I completely redesigned
their brand image so they
appeared as if they were a new,
fresh company, and focused on
selling to a different target market:
contractors. Contractors are also
mini-sales people in the fact that
9 out of 10 people accept their
recommendations. So I started
marketing Forest Atlantic flooring to
them through a variety of channels
as a high quality and cost effective
material for remodels. I created
educational resources for them and
engaged them digitally and at trade
events. Contractors in NYC loved
Forest Atlantic flooring so much, a
warehouse was needed outside of
Queens to keep up with demand.

I Created Engaging Marketing Campaigns For Contractors

I wanted to engage contractors digitally and with sales people in person so they could be quickly educated about the brand.
For the digital side of the campaign I created a detailed target audience of contractors and advertised to them in search
results for building materials, appliances, and other searches that contractors would frequently conduct. I also built up SEO
on the Forest Atlantic website so it would start to rank organically. I also ran video pre-roll advertisements on tool demos,
contractor tip videos, and construction specific videos on YouTube. I also sent sale’s people to contractor trade events armed
with a multitude of print marketing materials and catalogs that would grab and keep the attention of potential customers.

High Profit Margins and Better Flooring

Customers Want Contractors Who
Work With Forest atlantic Flooring

I Created Informational Resources For The Sales Team

The sales team needed help getting the message out to contractors that Forest Atlantic Flooring was a good product. So
to help them I created many, many resources for them to bring a long to trade shows, meetings, and demonstrations. The
sales people were instructed to give them out like candy to who ever asked for them. Aside from conveying important
information in a visually appealing way, they also kept encouraging contractors to re-engage with the sales team.

03: American I Created A Brand Image and ReDesigned Site
Packaging Co.
New logo, color scheme, business cards, informational materials, web pages,
This was a business to business funnels, contact forms and lead generation tools.
marketing job that I was brought
on to do as a contractor. American American Packaging
Packaging sells packaging supplies/
equipment to manufacturers in New Mark Marotolli
Jersey and they were experiencing 208 Dietz St
a massive downturn in their Cranford, NJ
business. They had no marketing 07016
materials of any type, no strategy,
no brand image, and only a single Samuel Ollo
sales representative who would 1234 Boat Ave
try and cold call businesses from The Atlanic, Ocean
an old phone book. This was a fun 27085
challenge because I was starting
from zero and I was dealing with a American Packaging
company whose leadership did not
understand technology or digital
marketing. The end result was
rapid business growth for American
Packaging and a transition into
the modern era for marketing/lead
generation.

The Strategy:

Build and educate. I built a brand
image for American Packaging and
redesigned their simple website. I
also added a funnel and contact form
on their site so digital ads would
have a place to send people. I built
a server for them, installed a CRM
onto it, and funneled leads from both
digital ads and the website’s contact
form into it. Then I started running
targeted ads on search engines for
anyone searching for manufacturing
and packaging supplies. For the
education side, I had to not only creat
detailed forecasts and materials that
justified my actions, but I also had to
train the salesperson on how to use
the new CRM and lead generation
tools. I also gave the company
leadership a crash course on digital
marketing basics.

I Created B2B Marketing Campaigns For Manufacturers

I created a highly detailed target audience of manufacturers in New Jersey and started sending advertisements to them in
search results. I also built up American Packaging’s SEO considerably so they would start ranking on organic searches for
manufacturing and packaging supplies. Replies to digital ads would ether direct customers to the site and its contact form, or
directly to a landing page connected to the CRM where they would be connected to the salesperson directly. I also designed
mailers that could be sent out directly to businesses.

American Packaging

208 Dietz St Cranford, NJ
908-276-7643
[email protected]

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-Mark Marotolli
7/30/2014

I Connected Everything To A CRM That I Installed And Gave Training On

A good marketing campaign is completely useless unless someone on the other side is actively engaging potential
customers. American Packaging’s old strategy was to conduct cold calls from an old phone book, so I installed a CRM
for them and trained their salesperson on how to use it. I used SuiteCRM, which is an open source CRM that perfectly fit
American Packaging’s needs. I connected it to the funnels and digital ads so the salesperson could engage people in real
time and track his interactions. NOTE, the picture below is an example from a clean install with only sample data installed.

04: Photography By I Created A New Eye Catching Logo
Liane
Her old logo was very basic and did not catch any attention. So I created her
Photography by Liane was a text a new, modern looking logo that would catch people’s attention. With her logo
book marketing for a service job. updated, I plastered it all over her marketing campaign to give a cohesive look
She already had a website, accounts to all of the advertisements.
on social media, ways for people
to contact her through them, and I Created A Powerful Search Engine Campaign
experience with processing and
following up on leads. What she While most of the advertising was conducted on social media, 30% of the
lacked was marketing experience campaign took place on search engines. Specific phrases and searches
and she wanted to reach more pertaining to photographer worthy events were targeted. Phrases like “Best
people to get more leads and to wedding photographers in NJ” or “Short notice event photography” or “Birthday
grow her business. I worked with her party photographer”. 200 phrases in total were bid on, covering every possible
to define a target audience and to situation where a photographer could be hired. I also built up her site’s SEO so
create digital marketing campaigns Liane would rank on searches organically.
that reached them. The result was a
150% growth in business which led
to Liane having to hire a part-time
photographer to handle all of the new
demand.

The Strategy:

Define and follow the target
audience. Liane was a photographer
so it was important to think about
what her target audience was and
where they would be online. Most
photographers are hired for events
by or for younger people; think
weddings, graduations, parties, etc.
So I defined an age group of mostly
women between the ages of 18 and
35. I targeted specific words and
phrases on social media that would
indicate a birthday party, graduation,
engagement, or other special
event was about to take place. I
also targeted specific searches on
search engines for anything related
to special events or photography
searches. I then sent ads to those
targets with 70% of the budget going
to social media and 30% going to
search engines. The results were
fantastic.

I Created Strong Social Media Marketing Campaigns

Most of the advertising was conducted on Facebook and Instagram because those are very photo-centered websites and homes

of the audience that was being targeted. Specific words and phrases were targeted that would indicate a special event was

approaching where a photographer could be hired. Phrases like “graduating soon, can’t wait!” or “The wedding is only six months

away!” or “Two more weeks until my 18th birthday!”. Those are only three examples of the hundreds of phrases I targeted for ads.

05: Deborah’s Bridal I Created A Brand Image and Website
Concepts
New logo, color scheme, stationary, website, and lead generation tools that
Deborah’s Bridal Concepts was would create a cohesive and strong appearance.
a brand new wedding planning
business with a problem: they Deborah’s
weren’t getting any leads. They
had no brand identity, they had no Br dal Concepts
marketing to speak of, and they had
no website at all. They did bridal
stuff very well, but they didn’t know
how to reach customers. I came
in and built them a brand identity,
website, and robust digital marketing
campaigns that reached customers.
The result was rapid growth and
success that saw Deborah’s Bridal
Concepts expand into a business
with over 20 employees that has a
waiting list for bookings a mile long.

The Strategy:

Define a brand and target audience.
Deborah’s Bridal Concepts needed
a brand image that would connect
with soon-to-be brides. So I created
one for them that included a logo,
color scheme, stationary, and print
advertising material. I also created
a website to give the ads a place
to send people where those people
could be engaged directly. Defining
the target audience was pretty easy
for Deborah’s Bridal Concepts: young
women who were recently engaged.
These women were mostly active on
Facebook and Instagram with a few
conducting actual searches for bridal
services on search engines. Similar
to my strategy for Photography by
Liane, I targeted specific words and
phrases that indicated someone
was recently engaged. 80% of
the marketing was done on social
media and 20% was done on search
engines.

I Created Powerful Marketing Campaigns

Most of the advertising was conducted on Facebook an Instagram with a small portion of the advertisements running on search
engines. On social media, specific phrases were targeted like “He just proposed!” or “Officially engaged!” or “I said yes!”. These
phrases, if used by the target audience, would indicate that a proposal had taken place and the need for bridal services was
present. Similar words and phrases were targeted on search engines. Ads would begin 20 days after the word or phrase appeared
in a person’s posts and they would continue to receive ads from Deborah’s Bridal Concepts for up to three months.

I Created Print Materials For Bridal Shows

Another pillar of my strategy was to get Deborah’s Bridal Concepts into bridal shows. Not only are they great places to scope out

the competition, but many potential customers go to them to look for wedding ideas and services. I even helped Deborah’s Bridal

Concepts host a few bridal shows themselves. This brought in potential customers to a competition free environment.

Deborah’s We Can Build You A Wonderful Wedding

Br idal Concepts Hello Your Invited

To A Bridal Show Deborah’s Bridal Concepts

Be sure to attend the 195 Faitoute Ave
largest bridal show ever Kenilworth, NJ
hosted by Deborah’s 07033
Bridal Concepts

Meet and talk with bridal
experts from all over the
tri-state area

Register online at www.
deborahsbridalconcepts.
com/bridalshow2014

Date:

9/20/14

Where:

Hampton Park

Eastman St. & Hampton St.
Westfield, New Jersey

Deborah’s Bridal Show Deborah’s Samuel Ollo
19 Craft Farm Dr.
Every Wedding Is Memorable Deborah’s Address Br Bridgewater, NJ
Make Yours Unforgettable 195 Faitoute Ave Kenilworth, NJ 08807
Br idal Concepts
Deborah’s Bridal Concepts specializes in all aspects of wedding Phone dal Concepts
planning and bridal services. We make sure that your big day 732-233-6475
will be talked about for years to come.
Fax
www.deborahsbridalconcepts.com 908-403-1333

Email
[email protected]

06: Elizabeth Huston I Created A Strong Social Media Marketing Campa
Gallery
100% of the advertising was done on Facebook and Instagram. Numerous ad sets we
Elizabeth Huston Gallery was a small
art gallery in New York City. She artist-type people, living in NYC. Influencer marketing was also used to get popular loc
featured art from young local artists
and also held auctions to sell that posts. If a person was living in NYC and enjoyed the young, up-and-coming artist cultu
art work to people that came to view
them. Her business was suffering Huston Gallery.
and hardly any people were coming
through her gallery to look at the art
work. She had no marketing or social
media presence at all, so I had to
start from zero and build all of it up.
The end result was increased traffic
to her gallery and she actually had
to rent out a larger space because
more artists wanted to exhibit with
her because of her increased traffic.

The Strategy:

Elizabeth Houston Gallery catered
to young, upcoming artists in the
village in NYC. It is no secret that
young, trendy, artist-types spend
most of their time on Facebook
and Instagram; so that is where the
campaign focused. Limited search
engine ads were tried, but they were
proven to be ineffective, so only ads
on Facebook and Instagram were
run. Targeting was conducted based
on age and if a person liked any other
pages for art galleries. For example,
if a person was between the ages
of 18-29 and liked numerous pages
for art galleries, museums, and
artist groups; they would see ads for
Elizabeth Houston Gallery.

aign

ere created for the target audience of young,

cal pages to promote the gallery with paid

ure, they most likely saw an ad for Elizabeth