MARKETING COMMUCIATIONS PORTFOLIO

linkedin:

morganleversuch

MORGAN LEVERSUCH

BACKGROUND:

I am a recent graduate from Bournemouth University with a First Class Honours in Marketing Communications. Throughout my degree I have gained a deeper understanding on an array of subject areas, including content creation, strategic marketing, customer experience and digital branding. During my third year, I had the opportunity to apply this knowledge on my placement at A.S. Watson Group, as the CRM intern. Whilst at the company I was largely responsible for improving customer loyalty, where I particularly enjoyed collaborating with the design team and internal brands to create effective communications across all digital platforms.

Christmas email 2021

Email Campaigns

App update email

Sustainable beauty email

My main responsibility during my placement year involved managing the development of email campaigns for the Marionnaud beauty CRM calendar. Email marketing is considered an effective way of retaining customers and providing a consistent line of communication, particularly when using personalisation.

Each email was briefed to the design, e-commerce and copy writing team before being approved by the brand.

Whilst ensuring that the emails correlated with the given target audience, it was essential to promote an offline-to-online marketing strategy. For example email two aims to increase the Marionnaud app downloads through the promotion of new app features and exclusive benefits. In doing so customers are given the opportunity to scan their app in-stores

to experience the brand digitally. Other emails that I created on my placement include reactivation emails, targeted at inactive customers to reinstate their loyalty membership.

KPI's on Christmas Email Programme

POWR. Loyalty Programme

This next piece of work showcases a development on a previous branding assignment, where we were required to create our own coffee brand. I used my original POWR. coffee product (on left) to establish a loyalty programme, featuring a range of tiers and rewards available to customers who consistently purchase from the brand. In doing so, it helped me to gain greater awareness of the value of loyalty programmes in promoting retention, involvement and a sense of community. To demonstrate that I could effectively integrate this through multiple digital touchpoints, I then designed both a social media post promoting the launch and a mock-up of a VIP account on the app.

Original product

Social media post of launch

App

Levi's

Loyalty Event

As part of my relationship marketing module we had to produce a recommendation, aiming to enhance customer engagement for our selected companies. I chose to utilise an experiential marketing strategy to create a one-off event at a Levi's store to allow customers to swap their unwanted items with other individuals. I have then adapted this piece of work to focus on building customer retention and promoting Levi's Red Tab membership programme. This was done by including multiple touchpoints throughout the customer journey, including a pop-up event granting customers the ability to connect with the brand offline. The event also had multiple scannable QR codes to encourage individuals to download the app and sign up to the loyalty programme to reap rewards. By carrying out this instore eventing strategy Levi's customers will have obtained meaningful interactions, helping to form an emotional attachment with the company.

Charlotte Tilbury Customer Journey

Touchpoints:

• Loyalty programme
• Refill programme
• Exclusive events and

masterclasses

• Email marketing- gratitude emails, reward and tier upgrade reminders
  

Touchpoints:

• Purchase in store- sales team
• Website
  
• Email confirmation
• Pillow Talk virtual world
  

It is deemed essential to map out the customer experience to understand where individuals are receiving the greatest engagement and to identify areas of most value. Therefore, for this piece of collateral I have created a customer journey for Charlotte Tilbury, identifying both offline and online touchpoints. The company has shown to have a particularly strong online presence with the launch of the metaverse, allowing users to navigate a virtual world through creating their own avatar. This will provide customers with new ways to interact with one another, helping to differentiate from competitors and enhance brand loyalty.

Beauty Competitor Analysis

Carbon Literacy Certificate

Graduate Skills + Programme completion