Tara Jelnicki
Brand Manager
About Me
I am an Emmy Award winning Brand Marketing Manager. An exciting and dynamic role in this changing world of communication. Every day there are more people, with more choices, on more platforms than ever before.
And that excites me.
I enjoy finding the most creative ways to bring new products and ideas to market. I am driven by the power of data and analytics to breakthrough the noise. I love connecting people to the information, ideas and things they never knew they wanted.
Across any platform - engaging video, meaningful images or even just a few words - I am empowered to bring an audience and a brand together. To open their minds and make their lives better.
That is the true essence of creativity and craft in marketing.
I invite you to explore some of my work below and look forward to discovering the best way we can work together to achieve success.
Campaigns
Building a brand...on multiple platforms...backed by research...getting results.
Here are a few work samples. Please email me with any questions regarding copywriting ads I also created.
Multi-Platform Branding
Coverage You Count On is the brand slogan, but we have to show how it’s encompassing across all products.
We launched the TV campaign on NBC 7 during the Olympics to maximize audience exposure.
The goal was to highlight our brand promise “Coverage You Count On” is fulfilled by our morning newscasts. We broke down each of our specialties into their own shorter promotions.
The next step was consistently marketing our brand outside of TV promos, modifying to fit the delivery method to the consumer.
New Product Launch
The goal: Advertise the expansion of NBC 7's new podcast product in order to gain new audiences and grow revenue.
The problem: The local news television audience, which we had easy access to, was not the primary target.
The solution: Create a specific digital campaign for social media and digital ad buys.
The result: Podcast downloads have grown exponentially in the two years since launch reaching tens of thousands a month.
Research Driven Approach
NBC 7 News at 11PM is NEW at 11PM.
Research from a focus group & online survey showed late news audiences in San Diego were looking for new content and developing stories before bed. They wanted breaking news, but also everything else new too.
The news department made a commitment to run 75% new stories.
I reinforced with a brand awareness campaign that ran for a year on TV, radio, and internet radio.
11PM ratings increased 18% year to year during the campaign.
mobile alert
One-Day Copywriting
Media Blitz
Multi media approach applied to a single cause within 24 hours.
The goal was to drive viewership to a specific day and time with ratings & share increasing during 30 minute newscast.
Started at 5am with a television spot running once an hour.
Posted a paid tease to social media 6 hours before the story.
At 10:55pm, my push alert went out to the NBC 7 App audience.
Story aired at 11:17PM
11PM news ratings increased 30% from lead-in and increased another 10% at the quarter hour.
Contact
Tara Jelnicki
