Published on March 8, 2014
PAULA LANZA Project Portfolio
INVEST IN CANADA OBJECTIVE To increase traffic to the investincanada.ca website and attract foreign direct investment into Canada. ACTION - Employed a Google Adwords Campaign monitoring results daily - Created a Scribd account and YouTube channel to communicate successful FDI in Canada - Maintained website in 7 languages and updated content in French and English
RESULT Over a 4-month period: 1- Increased monthly visits to site from 50,000 to 70,000 2- Increased time spent on site from 3 minutes to 4.2 minutes
EDUCANADA OBJECTIVE 1 - Promote Canada as a destination for international study through the distribution of branded promotional material and presentations at international education events. 2 - To increase the number of foreign students studying in Canada ACTION - Assisted in the preparation of brochures and presentations ensuring correct branding and common look and feel - Managed requests for materials as well as distribution - Contracted individual county reports outlining best practices for promotion within country for Canadian education agents. Proofed and published reports online. - Monitored and evaluated success of events by recording and analyzing attendance, target audience reached and overall financial expenditure - Spearheaded the creation a social media campaign employing YouTube, Facebook, Twitter and blogs to better attract youth to study in Canada
EDUcanada website. RESULT 1 - Evaluation of results revealed event participation, channels of promotion and allocation of materials should be reviewed to better reach target audiences specifically in areas representing greater opportunities as revealed through reports. 2 - Creation of a testimonials page as well as promotional videos displayed online on the EDUCanada website.
JOHNSON & JOHNSON OBJECTIVE To increase awareness and sales of Johnson and Johnson hair and beauty product lines; Aveeno, Neutrogena and Clean and Clear; through targeted TV and print ads ACTION - Prepared research and developed strategy for new business pitch for Johnson & Johnson’s new client relationship management initiative - Monitored and evaluated Facebook and Twitter traffic to Korres social media sites and compiled reports for client - Conducted competitive research and prepared reviews to identify market trends and opportunities - Created work back schedules and creative briefs to ensure timelines and wants and needs of the client were met - Managed communications with client, coordinated meetings and key note presentations
Clean & Clear Oil Absorption TV ad Neutrogena Makeup remover wipes TV ad Neutrogena Rapid Wrinkle Repair TV ad RESULT 1 - Successfully launched 6 print and 4 TV campaigns 2 - Acquired Johnson & Johnson’s CRM business 3 - Noted that paid Facebook promotions greatly increased traffic to page
CIALIS OBJECTIVE To increase sales of Cialis through strategic online and TV advertisements that complied with Canada’s regulations ACTION - Monitored developing news stories to inspire television advertisements - Proofed 40over40.com online survey to help determine audience and purpose of product use to better market to target - Managed communications with client, coordinated meetings and presentations
Cialis Basement TV ad Cialis Curfew TV ad Cialis Mustang TV ad RESULT 1 – Collected market research through online survey 2 – Increased awareness through comical television spots in particular a series inspired by the 2012 NHL Lockout
CANADIAN BLOOD SERVICES OBJECTIVE To increase awareness of issue and blood donations from Canadians ACTION - Attended radio recordings and communicated feedback to creative team for Radio and DRTV projects - Created 2011 & 2012 radio schedule summary - Developed work back schedules and creative briefs to ensure timelines and wants and needs of the client were met - Managed communications with client, coordinated meetings and presentations
Canadian Blood Services 30 second DRTV spot Canadian Blood Services 60 second DRTV spot RESULT Successfully recorded and launched 30 and 60 second DRTV campaigns as well as 4 radio advertisements for 2013
SICK KIDS FOUNDATION OBJECTIVE Increase donations to SKF through direct mail promotions delivered to past individual and corporate donors. ACTION - Coordinated the live recording process and proofed creative with the SKF Holiday Mailing - Managed the flow of creative between account team and studio for the January Renewal project - Helped create Planning document for SKF 2013 year - Reviewed mailing statistics for 2012 and conducted research to determine if any external factors may have influenced donations RESULT Proofed and distributed 2 direct mailers over the fall/winter season
YOUTH CHALLENGE GUYANA OBJECTIVE To create an informative website for YCG’s stakeholders that embodies the NGO’s personality. ACTION - Conducted research on web design best practices - Created fun, engaging, youthful layout and design communicating projects, aims, objectives and general information about the organization - Developed a social media campaign involving Facebook and LinkedIn to attract traffic to the site
RESULT 1 – Launched ycgi.org site in September 2013 2 – Google Analytics reveals the site consistently attracts over 115 visits per month, 60% of which are new visitors 3 – Time on site increased from 4.17 to 4.52 minutes 4 – Successfully attracted traffic from new demographic from which the organization hope to attract volunteers and donations
CSO WEB PORTAL OBJECTIVE To develop at web portal for Civil Society Organizations throughout Guyana to increase knowledge sharing. ACTION - Re-designed a new, improved and polished responsive version of the site to help better attract target audience - Updated and expanded CSO database as well as event, opportunities and general information
RESULT New version approved by organization and donors to be launched in December 2013.
VOLUNTEER SERVICES PORTAL OBJECTIVE Improve and finalize design and layout of vsp.gy site to ensure goals met ACTION - Reviewed layout and identified weaknesses and opportunities for improvement - Made improvements to overlapping sidebars and incomplete forms - Created a step-by-step guide instructing the Ministry on how to maintain and update the site and portal independently
RESULT Re-launched the site in November 2013 with improved navigation, a working portal and trained internal staff.
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