TESTIMONIALS
INTERNAL COMMUNICATIONS
"I used photo inspired workshops in team development interventions and witnessed team members quickly opening up with each other."
Marjolaine, L'Oréal Canada
"Every single person was presented with a new insight. Every single one. That is priceless!"
Anouk, Coaching, Netherlands
"The workshop enabled us to obtain fresh perspectives and deep insights. It is an essential part of any training."
Niall, HR Coaching & Training, Ireland
"Helps transformation from where you have been to where you want to be, where you dream of going!"
Ivy, Coaching and Training Non Profits, USA
"It has been a great tool for helping people break through barriers related to decision making, critical thinking, and motivation."
Doreen, Business Coaching, USA
TESTIMONIALS
EXTERNAL COMMUNICATIONS
"Marcela brings value to every client, team and project she is a part of. She is extremely strategic and highly skilled, coupled with a professional and calm demeanor to keep her team and client expectations on point. She also brings a higher vision and a global view, and goes the extra mile to uncover insights to unlock marketing and communications strategies that truly break through. I highly recommend her!"
Lois Mosgrove, EVP Group Account Director Grey Global, LA
"Marcela is a great all around marketer. Passionate, smart and creative, she was a great addition to the team. Having an international background allows her to look at the big picture of things. Definitely would love to have her on my team any time!"
Christopher Asahara Global Account Director TBWA/Chiat/Day, and Head of Social Media, Less Mills International
"Marcela was a strong and positive member of our team. She's cares deeply about her work and is very articulate at expressing insights, rationale and opportunities. Her commitment to quality combined with her pleasant personal style makes Marcela an individual with whom I'd always be delighted to work."
Chris Kaligian, Executive Director British Petroleum Brands
"Marcela is strategic and creative at the same time, those qualities are hard to find."
Buwon Tran, Head of Consumer Insights, ampm and ARCO Gasoline
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CASE STUDIES
EXTERNAL COMMUNICATIONS
I was tasked with the challenge of engaging the Hispanic audience in the Telecommunications Industry. Our client "Verizon Wireless", was the market leader in terms of technology, reach, speed and reliability. "The biggest, fastest, and most reliable wireless network service provider". However, they could not connect with the Hispanic audience. The category was mature with nearly 100% market penetration, and to convince people to switch providers was a difficult challenge.
Consumers felt their culture and language were not addressed, like if the company was not talking to them, but to someone else. They believed this service was too expensive, not for them, and they did not see the value to invest "the extra buck for the service". Given the aggressive and pervasive competition in the marketplace,
they had many choices.
Why if we are the leader, the number one in the market, have the best technology, best reach and reliability, Verizon services were not perceived as valuable by this audience?
I created a simple equation to evaluate the issue at hand:
Benefit/Cost = Value
All of our benefits were strong, but the key was realizing the problem was on the "Cost" side of the equation, on how the audience perceived cost. They viewed it only from a monetary perspective, not seeing the emotional benefits or looses they could suffer for “not having the best service provider”.
As part of inspiring and briefing the creative team, I decided to place people in different situations, as an example, a family stranded in the middle of Wyoming, where their service did not have reach. I asked the questions, how would they feel if this happened? They felt stranded, disconnected, unsafe.
A young millennial, at a concert trying to share a picture and video in real time, but having slow speed with his current wireless service provider. He felt he lost a part of his self expression, a part of who he is, he felt he was missing out sharing something of value with his friends.
Those were the real costs of not having the best service provider.
These are some examples that drove the strategic platform in place for the Verizon Wireless National campaign. This took the shape of several creative executions to demonstrate why “Better Matters” in a 360 degrees Communication Campaign. All executions were focused on younger audiences to counter act some of the strongest competitors bold and aggressive communications, tone, and offers in the market and appeal to those most likely to switch and open new accounts.
The strategic umbrella was so universal that this strategy was not only successful in the Hispanic Market, but also was expanded and applied to the General Market, and other multicultural segments across the US, with different executions that showcased a particular appeal to each audience.
Results were increased brand awareness in the targeted segments, 5% increased sales within an already existent customer base of 100,000,000 customers. That accounts to over 5,000,000 increase in number of account sales for the company from customers switching providers and new accounts, representing about $500,000,000 for the company.
This is a great example of how you can think global, employing a universal appeal, and act local at the same time, acknowledging the nuances of each cultural segment.
Needless to say, this took 80% of my time getting to know the qualitative and quantitative aspects of the market, the competitors, retail stores, POP, and the consumer's voice and feelings, aside from evaluating the current organizational culture.
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