Portfolio
This page contains a selection of work from Elisabeth Ric Hansen's Portfolio of Evidence.
This is a snapshot of past projects across the spectrum of what stok.communications offers today, from traditional marketing and sponsorship's, PR, events & corporate communication to CX projects and just some of our passion projects working in the community, cause based marketing and merchandise development and sustainability.
These are just some of the projects that form the foundation of what stok.communications offers.
Brand, Marketing & PR
01
02
New Range Launch Featured on Expresso TV Breakfast Show
As part of the turnaround of the Sheet Street brand's coordinated assortment strategy we garnered a full show long segment on a popular lifestyle TV morning show. Elisabeth is featured here talking to the show host about the product offer.
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TV Show Sponsorship
The Ultimate Braai Master was one of the longest standing reality TV cooking shows on air. Game Stores sponsored one season with multiple activations associated with the campaign. We sent our own production team along to film content for our social and in-store campaign content to support the sponsorship on air.
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03
Price Positioning
Brand Ad
The objective was to own the market on the opening price point for a 1-Up Winter Blanket that everyone would want and could afford.
80,000 units were sold across the season from this campaign.
04
Beat That Price
TV Game Show
Loosely based on The Price is Right, we created a Game-Show for the Game retail brand inviting contestants to participate to "Beat That Price" and Win. This was a fully vendor funded campaign with a large logistics and production scale to build and deliver the items for giveaway on the show that ran for a full season on air.
Customer Activations
01
Retail Activation
Game Stores Africa were bought out by Walmart in 2011. I took over the Head of Marketing Role in 2012. Much of the focus was around activations and bringing the brand to life in interesting and engaging ways. This was a Flash Mob style activation for a Store Opening.
Customer Experience
01
AI Nola, Smart Homes
Tech Solutions
& Product Protection
Just some of the projects I worked on at Noel Leeming in our quest to deliver a world-class customer experience. I championed the monthly Customer Listening Forum where we addressed ongoing themes for improvement we were hearing from our customers through our listening tools such as our service centre and NPS commentary.
02
Click & Collect
+ Kerbside Pickup
As Covid hit New Zealand and the lock-downs rolled out overnight most retailers were scrambling with solutions to get product into customers hands. Thanks to the extensive work we had done already gearing ourselves up for contactless click and collect happened quite quickly. Our customer service work in stores and in call centres set us up well to tackle some of the challenges ahead of us. I had spearheaded a group animations and illustration project for services communications, so we were quickly able to deliver content to our customers in a visual way without requiring visible humans.
03
SuperGold Discount
Integration
SuperGold launched their SuperGold card for the 60+ market in NZ. I spearheaded the inititive to enable the stores to offer a discount for SuperGold to be accepted as a discount tender type at our tillpoints. Wirking to circumnavigate our legacy systems with IT, Store Dev and Operations. The initiative attracted a large amount of PR as The Warehouse had never offered "Pensioner" discounts previously.
04
Cleveron:
The Automation of
Click & Collect in NZ
The Warehouse wanted to dominate customer convenience enabling free click & collect from their stores at any time. We were the first retailer in NZ to introduce the automated pick-up solution from Cleveron.
06
Launching the
Everlast Brand into Africa
To capitalise on the already strong sports equipment category, and the growing Athleisure trend, we needed to add clothing to the category. The Everlast brand was launched into stores and within the categories marketing plan.
05
Every Little Step
As part of the Walmart strategy to be with families "Every Little Step" we needed to offer a great quality baby clothing brand into the Baby category which focused on all baby needs except clothing. We rolled out a pop-up store for George Clothing (ASDA) as well as integrating the product into exisiting test stores.
07
Financial Services
Growing Revenue Streams within the Retail Footprint
To counteract the diminising returns from product margin in retail stores, additional revenue was created by adding Money Centres to our stores where we could make financial services, utilities, telco, travel, Lotto and other commission based services available through our network.
08
Retail CX Design
As part of an ongoing strategy to bring homewares to the burgeoning middle class of Africa in the early 2000s, our revised strategy to increase basket size through coordinated products across the store or "rooms of a home" needed to be reflected in our stores. To be able to showcase a bedroom theme on a bed, with the associated coordinates displayed and accessible to buy close to "the look" We took a store with high racks and gridded aisles to an experiential, appealing and interesting place to shop, dramatically increasing basket size and enabling the store to open in premium mall locations.
Marketing leads Merchandise Strategy & Store Design to fulfil customer needs and drive revenue.
Sustainability & Community
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01
Sustainability:
Audits & Certifications
In 2022 I completed the Cambridge University Business Sustainability Management Programme. From here I worked to complete the Toitu Bronze Certification, EKOS Carbon Tracking through Mindful Fashion and have begun work on B-Corp Certification. I worked closely with the Briscoe Group to launch their Sustainability Strategy & Roadmap "Steps to a Better Tomorrow"
02
The Warehouse Group
Here for Good
Working with McKinsey on the Carbon Neutral Project which launched in 2019 along with a series of eco-inititiatves and awareness projects to highlight the work TWG were doing both in the community and in their supply chain to reduce their carbon footprint.
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03
Corporate & Community
Social Investment
At Game stores I managed the 1% NPAT budget allocated to corporate social investment funds, as well as multiple joint ventures with suppliers such as Colgate, Kellogs and Unilever and Pampers to raise funds and invest in sustainable project initatives. All of this involved highly detailed due diligence and auditing requirement to align to Walmart's Global regulations for charitable giving and fundraising.
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