As an account director, Katherine provides strategic planning and project management. An extremely detail-oriented person, she is experienced in developing and implementing strategic marketing and communication objectives to generate awareness and better her client’s business.
Katherine’s current responsibilities include coordinating creative services and media planning in order to provide efficient, effective counsel focused on delivering measurable results. She collaborates with clients on strategic development, implementation of numerous initiatives and the creation of multi-disciplinary marketing plans.
Her client experience includes Southeastern Ohio Regional Medical Center, Damon’s Restaurant, Ansell Healthcare, The American Heart Association, The Ohio Department of Health and Nationwide Children's Hospital.
Posts by Katherine Zuehlke
As an account director, Katherine provides strategic planning and project management. An extremely detail-oriented person, she is experienced in developing and implementing strategic marketing and communication objectives to generate awareness and better her client’s business.
Katherine’s current responsibilities include coordinating creative services and media planning in order to provide efficient, effective counsel focused on delivering measurable results. She collaborates with clients on strategic development, implementation of numerous initiatives and the creation of multi-disciplinary marketing plans.
Her client experience includes Southeastern Ohio Regional Medical Center, Damon’s Restaurant, Ansell Healthcare, The American Heart Association, The Ohio Department of Health and Nationwide Children's Hospital.
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Have you ever found yourself watching a television commercial or looking at a print or online campaign and thinking, “how did they do that?” I’ve had the privilege of working on a variety of television spots and campaigns and I often ask that exact question on-set, “how are we doing this?” Seeing the finished product, [...]
That’s the tagline we want every woman in central Ohio to remember and live by. Fahlgren recently launched our first brand campaign with The Charles Penzone Salons, and we’re excited to see our creative hit the market. Charles Penzone Salons came to us a few months ago with a challenge — drive guests into The [...]
The Rules are About to Change Last week I got invited to a lunch and learn titled The Obama Factor & FTC Update. Three associates from the law firm Frost Brown Todd came into our offices to speak about this very interesting subject. One of the topics they addressed was collecting behavioral data online, which [...]
May 19th, 2009
The JELL-O Extension
When I was in elementary school, my daily lunch included four things: a turkey sandwich, fruit snack, juice box and a JELL-O Pudding Snack (preferably chocolate). JELL-O was such a staple in my childhood but during my 20's, I didn't buy JELL-O products as often. Not because I didn't still enjoy them but because I wanted to try new and exciting flavors of desserts. Capitalizing on Nostalgia
Marketers at JELL-O realized that they could capitalize on the nostalgia of gelatin and pudding, combined with the health and nutrition appeal of the products by marketing them to adults. JELL-O is now promoting their new 70-calorie Rice Pudding in three mature flavors: crème brulee, cinnamon and original. Their quick and easy desserts with sophisticated [...]
March 23rd, 2009
What it means to be a storyteller
As an Account Supervisor at Fahlgren, I've been a part of several campaigns for healthcare clients ranging from small non-profits to complex health systems. I have traveled from California to New York to Ireland for my clients, and I have learned about everything from hip replacements to minimally invasive prostate surgeries to cancer treatment. All of these experiences comprise the best part of my job - telling my clients' stories in meaningful and impactful ways. The story of Riverside Methodist Hospital stroke patient Sarah Lancaster is one I'll never forget. We were in one of our brainstorming meetings with the client, which are always open and honest to uncover the best stories which in turn inspire entire campaigns. In this particular meeting we learned about Sarah who, thanks to Riverside's exceptional and innovative Merci Retriever stroke care, fully recovered from a serious stroke and went on to travel to Egypt just months later. The Power Of Storytelling
After the campaign began and Sarah’s story was out in the community via powerful television, print and web advertisements, we heard another great story — a woman who suffered a stroke went directly to Riverside Methodist Hospital. After she too recovered completely from her stroke her family asked her, “Why Riverside?” (more…)
February 17th, 2009
Two Brands Make A Right
It's 6:30am and my toddler is letting me know she's ready to start the day. We do the same thing every morning. I put her oatmeal in the microwave and like clock work, she points to the TV and says, "Dorda." Only a mother would know baby talk, but my daughter wants to watch Dora the Explorer while she eats her breakfast. Every morning we watch Dora the Explorer on Nick Jr. She's only a toddler but already my daughter is a creature of habit and knows when she eats breakfast she gets to watch TV. And she already has a favorite brand - Dora the Explorer. The funny thing is I don't mind one bit. I have found myself indulging in her desire to have everything Dora. Because I think it's cute every time she sees something Dora and says "Dorda," I end up purchasing that product for her. Our last trip to the grocery store was an event; we got Dora crackers, soup, bandages and an electric toothbrush - all things that we already had at home but she didn't care about that. Her choice of consumer products is based on whose face is on the packaging. She asked for crackers the other day and wouldn't eat the normal box of animal crackers because she wanted the Dora animal crackers instead. The animal crackers tasted exactly the same but the package was different and my toddler knew it. She also knew the difference between her regular pink toothbrush and her new Dora toothbrush - both Colgate products but one was the definite winner in my toddler's eyes. Colgate and Nick Jr.'s Dora the Explorer, both well-known brands, partnered together to produce a toddler's dream toothbrush. Colgate transformed their child's electric toothbrush and gave it new appeal reaching a very important audience - moms of toddlers. Brand Extensions
Brand extensions have helped companies build their brands and become top-of-mind in consumer purchasing behavior for decades. In 1979, Edward M. Tauber coined the term “brand extensions” to describe leveraging a well-known brand name in one category to launch a new product in a different category. (more…)
December 19th, 2008
Smart Retail Sites Cross-Sell
It's that time of year again when you get out your address book and start thinking about holiday cards. I love coming home and checking the mailbox to see how many holiday cards I received that day. I enjoy getting them but sending them can be nerve-wracking. The hardest part of holiday cards is deciding what type of card to send - traditional or photo? Since the birth of my daughter I have been expected to send customized photo cards. A cute picture of the whole gang so that family, friends and people you only communicate to once a year through holiday cards can see how big your little one has grown. This year I searched the Internet to find the best price and selection for holiday cards and found WalMart.com was my one-stop holiday card shop. As I was picking out the perfect picture and writing the perfect holiday message, I noticed the other photo gifts that WalMart.com offered. I could make holiday presents for the whole family - playing cards, mugs, calendars, ornaments, clothing, stationery and memory books. As I looked at the variety of presents I could make and give, the holiday stress started to melt away. Now, instead of walking from store to store to find Grandma the perfect gift, I could make her a photo mug which she would use every day to have her morning coffee. More Cross-Selling, More Revenue Potential WalMart.com did a great job of cross-selling their other photo products. They got me onto their site with their great prices and selection on holiday cards and in the end, I spent an additional $100 more than my original holiday card purchase. After my WalMart.com shopping spree I stopped and asked myself, "how did that happen?" It happened because websites are a fantastic way for a company or brand to tailor the shopping experience to the individual's needs and wants. Here are some great tips on cross-selling online from StartUpNation: Let it happen. Many cross-selling opportunities happen naturally. To gain the extra sale, you may only need to mention other products or services you sell. Stay relevant. If you overload customers with too many unrelated cross-selling suggestions, you may blow it. Post expert recommendations. State specific recommendations from professionals, experts or other customers. Train employees in cross-selling techniques. This situation must be built by serving the customer, not just selling more stuff. Timing is important. Cross-selling can occur at different times, depending on the products and services you are selling. In some cases, the best time is while a customer is trying something out. They are already interested in your product or service and may be open to additional purchase suggestions. Leverage the cross-selling potential of your web site. Position cross-sell items throughout your site in places where they can help educate shoppers on the variety of your products and services. Try product or service bundles. Offering a price break on a package deal will help customers see the value of purchasing all your products or services. Bottom line: the next time you think about promoting your products or services online, think about your customers and what you can do to motivate them to try something new.
