1. Electronic Portfolio
Linda Carlisle
2009

2. Section 1:
RR Donnelley Logistics
January 2001
to August, 2004
Served as Director, Brand Development at RR Donnelley Logistics,
overseeing all aspects of internal and external communications and market research for the $1.1 billion division.

3. Sample Clients
LL Bean
Collin Street Bakery
Sundance
Union Bank of California
Lillian Vernon
J Crew
JC Penney
Harry & David
Franklin Mint
Starbucks
QVC
HSN

4. The Challenge
Establish a brand identity for the Logistics
Division that leveraged the positive brand
equity of RR Donnelley the Fortune 500
Printer…
But which could establish the Logistics
division in the market as a Trucking,
Warehousing and Distribution Powerhouse.

5. The Strategy
Position the company as
ECONOMICAL, RELIABLE, and EASY TO USE…
…a thought leader in the logistics industry.
Plan and implement a marketing program
that integrates the messaging for 6 distinctive
service groups:
‐‐ package logistics
‐‐ print logistics
‐‐ expedited freight
Create a distinctive look and feel and
internal/external positioning for the new division.
Campaign components included…

6. Tactics
Increase Visibility ‐‐ In order to raise awareness and establish desired
perceptions as Economical – Reliable – Easy to Use
Advertising
Trade Shows
PR/Publicity/Editorial
Web
Direct Mail
Educational Events
Speaker’s Bureau
Sales Support
Internal Communications ‐‐ Align enterprise around the brand
Market Research ‐‐ Understand perceptions of RRDL vs Competitors
Satisfaction/Loyalty
Employee Satisfaction
Brand Awareness/Perception
Channel Co‐op Marketing

7. Results
Established Package Logistics brand as cost
leader in the consumer direct package
distribution market
Became major media resource on Postal
Logistics, UPS postal strategy and Postal
Reform
Facilitated seamless integrated of
acquisition targets through managed
organizational change communications
Grew Logistics division from $300 million
to $1.1 billion

8. Trade show
graphics
Design by DKY
Campaign Slogan

9. Design by DKY
Trade Ad Position RRDL as thought leader on Postal Reform

10. Trade Ad
Emphasizing that
the RRDL Package
Distribution Solution was
the low cost leader.
Design by DKY

11. Trade Ad
Emphasizing that
the RRDL Package
Distribution Solution was
the low cost leader.
Design by DKY

12. Trade Ad
Emphasizing that
the RRDL Package
Distribution Solution was
the low cost leader.
Design by DKY

13. Trade Ad & Direct Mail
Holiday Premium
Emphasizing that
the RRDL Package
Distribution Solution
was the low cost leader.
Design by DKY

14. Trade Ad
Puts a human face on the
RRDL Service as a result of
Customer Satisfaction
research findings that
indicated that service
responsiveness was an
area for improvement
Design by L. Carlisle

15. Design by DKY
Direct Mail

16. Sales Presentations
Design by DKY

17. Design by Alexander Marketing
Sell Sheets

18. Educational campaign : white
paper, webinar & promotional ad
Designs by L. Carlisle, B. Patnaude

19. Section 2:
Client Projects
dba The Marketing Department, LLC.
August, 2004
to Present
Started The Marketing Department, LLC in August 2004.
Served as Business Development, Account Services Leader and Creative Director for all Accounts.

20. The Small Business Marketing
Department, LLC
A full service marketing firm supporting the needs of
entrepreneurs in the greater Chicagoland area.
Services include:
Strategic Brand Development
Marketing & Communications Planning
Marketing Research
Advertising & Sales Collateral
Web Development
Public Relations

21. Sample Clients
Bensinger DuPont
US Cellular
The Appraisal Institute
AV Cable.com
W.A. George Insurance
Dennis Keith Experience
Fiberoptic Studio
Black Tie Draperies
Merchant Payment Options
Island Girl Salvage
Everett & Associates Financial
CFO‐Pro
Lakeshore Consulting
Encore Performance, LLC

22. Design by D. Karson
Sell Sheets

23. Design by L. Carlisle
Ad Series

24. Design by L. Carlisle
Self Mailer Brochure

25. Design by L. Carlisle
White Paper

26. Design by L. Carlisle
Newsletter

27. Design by L. Carlisle
Case Studies

28. Design by L. Carlisle
Tri Fold
Brochure

29. Design by L. Carlisle
Seasonal Ad

30. Brochure
Exterior Spread
Design by L. Carlisle

31. Design by L. Carlisle
Interior
Spreads

32. Design by L. Carlisle
Postcard Mailer

33. Design by L. Carlisle
Website

34. Design by L. Carlisle
Newspaper Ad

35. Pocket Folder/Brochure
with Individual Sell Sheets
Design by S. Wachtel

36. Design by L. Carlisle
CD Cover Self‐Mailer

37. Brand Guidelines and
Marketing Plan
Design by L. Carlisle

38. Brochure – Self Mailer
Design by D. Karson

39. Design by D. Karson
Pocket Folder

40. Design by L. Carlisle, D. Karson
Stationary and Templates
Ad

41. Design by M. Klug
Website

42. Design by L. Carlisle
Magazine Ad

43. Design by L. Carlisle
Stationary and Templates

44. Market Research and
Marketing Plan
Logo Designer unknown

45. Design by L. Carlisle
Brochure

46. Design by L. Carlisle
Website

47. Design by L. Carlisle
Self Mailer Brochure

48. Section 3:
Sawgrass Technologies
May, 2007
to December, 2008
Served as Director of Marketing (communications) and Creative Director through major re‐branding initiative.

49. Clients
Original Client Base :
Small mom‐and‐pop entrepreneurs working in
the t‐shirt and novelty gift industry.
Target Client Base :
Maintain and grow original market.
Establish cohesive corporate brand identity in order
to attract commercial and industrial customers

50. The Challenge
Establish a corporate brand identity for
Sawgrass Technologies that unified all of
the individual product brands.
Develop a brand architecture that
leveraged & built upon the corporate brand.
Improve the perceptions of the company in
the existing markets.
Establish brand awareness in the target
commercial and industrial markets.

51. The Strategy
Position the company as
CUSTOMER‐CENTRIC, RELIABLE, and GREEN…
Plan and implement a marketing program
that builds awareness, controls perceptions and
drives sales, while integrating the messaging for
distinctive product lines:
‐‐ desktop products for the entrepreneur
‐‐ mid‐level products for the mid‐tier business
‐‐ commercial productions products for
commercial/industrial businesses
Create a distinctive look and feel and brand architecture
for corporate level and product
level brands.
Campaign components included…

52. Tactics
Increase Visibility ‐‐ In order to raise awareness and establish desired
perceptions as Customer Centric – Reliable – Green
Advertising
Trade Shows
PR/Publicity/Editorial
Web‐based Promotions and Events
Direct Mail
Educational White Papers and Events
Speaker’s Bureau
Sales Support
Develop Professional Image and Brand Identity that
unifies
Packaging Design
Trade Show Properties
Advertising, Collateral, Website
Market Research ‐‐ Understand pain points of Distribution Channel

53. Results
Established Corporate Brand Architecture
Designed cohesive brand identity and
packaging design for product brands
Created award‐winning trade show booth
featuring new brand identity
Combined 6 separate websites into a single
site based on Content Management System
Architecture
Wrote Green Ink positioning paper and
executed Green publicity campaign

54. Design by D. Taylor
Ads

55. Website
powered by
Content
Management
System
Design by Bluekey Web Design

56. Design by D. Taylor
Company Brochures

57. Design by D. Taylor
Trade Show
Booth Properties

58. Design by D. Taylor
Packaging Redesign

59. Design by D. Taylor
Sell Sheets

60. Branding Architecture
covered packaging
collateral, and usage
of all brand properties
of the company
Design by D. Taylor

61. White paper describes how
Sawgrass water‐based ink
Technologies are better for
the environment and
Workplace safety than
competitive solvent based
inks.
Paper was leveraged as
basis for speaking ops,
media outreach/editorial
ops and as a sales tool.
Design by D. Taylor

62. Thank you
for your
consideration
Please contact Linda Carlisle with questions.
630‐886‐3629 – humblecreativegenius@earthlink.net