Marketing/Advertising consultant with extensive experience in developing, managing and executing successful marketing strategies for large and small businesses. Recognized as one of the top media buyers/negtiators in the Northwest, and known for creative thinking, developing new ideas and evaluating/tracking success. Expertise in:
Marketing planning/budgeting • Media buying (TV, radio, print, digital, outdoor, other)
Brand development and management • Events and promotions • Newsletters and brochures
Graphics (ads, posters, print, web) • Social advertising • Broadcast production • Copywriting
Public relations • Research/data analysis • Retail management and more
Carol Merry Marketing Services
Marketing/Advertising Consulting and Media Buying for these clients and more:
- KING 5 Television -- 20 years of media buying for this NBC Affiliate who has maintained dominance in the market during those years.
- Sylvan Learning Centers -- 32 years of media buying for Sylvan Owners of Puget Sound co-op group and 4 years of media buying for Sylvan Owners of Portland. Radio commercials nominated for Soundie Award. Negotiated "Teachers Who Make a Difference" promotion with local television station which improved relationships with schools, developed leads, and created goodwill. Currently #2 revenue producing market in U.S.
- MultiCare - five years of media buying projects and consulting
- CenterCal Inc -- one year contract to handle all marketing efforts for The Village at Totem Lake, The Trails at Silverdale and The Terminal at Ballard, until they were able to hire full-time in-house staff. Now handling media buying projects.
Recent clients include:
- Behar's Furniture -- six years of media buying, creative and general marketing.
- Washington State University, Everett Campus -- various projects including outdoor media and creative and media buying.
- Alaska Seafood Marketing Institute -- five years of national media buying. Increased impressions, and awareness.
- The Outlet Collection (formerly SuperMall) -- eight years of media buying. Negotiated major media campaign for Grand Unveiling of renovation/conversion to The Outlet Collection.
- Island Time -- developed start-up business and was part-time manager, including handling all aspects of marketing/advertising.
Founded Carol Merry Marketing Services in 1990. Prior to 1998 handled media buying, advertising planning, market analysis, event print/broadcast creative, and public relations for many Northwest clients, including IKEA, Larry's Markets, Victoria Clipper, Sylvan Learning Centers, Southcenter, Sleep Country USA, Lamont's, John L. Scott Real Estate, Seattle Lighting, Gene Juarez Salons, KING 5 Television, Frederick & Nelson, Taco Time, Northwest Beverages and others. Accepted Marketing Director position with IKEA in October, 1998, with approval to continue some consulting.
Island Time
Concept/Brand Development, Build-up, Manager (Part-time)
- Former owners of Seattle IKEA franchise recruited Carol to open a business in their professional/retail center in Mill Creek. The goal was to attract families in order to increase tenant occupancy and retention. We developed Island Time, a hybrid fun center/café/frozen yogurt place with laser tag, indoor play structure, ticket redemption arcade games, café, espresso bar and 6 flavors of frozen yogurt with toppings. Featured birthday parties, events, and attracted families throughout Mill Creek and surrounding areas. Achieved full tenant occupancy and existing tenants were happily retained.
IKEA Seattle
Marketing Director
- Responsible for all aspects of marketing, including planning/budget, print and broadcast, creative, media buying, public relations, digital marketing, in-store signage, e-blasts, on-site events and more.
- Over 10 years, sales grew in the Seattle store from $20 Million to $140 Million; store was #1 or #2 in US most of those years.
- Marketing awareness best in US.
- Handled marketing for the IKEA Houston store from 2000- 2006
- Started Kids Club which grew to 34,000 members.
- Developed major events such as Health & Safety Fair. Created a "Safetown USA" with hospital, fire station, police station booths -- all with interactive hands-on learning hosted by local organizations. Tie-ins with Nickelodeon and others. Attendance: 5,000
- Started Jazz Concert series in IKEA Restaurant.
- Bonus Day -- major media campaign resulted in largest traffic ever and $3 Million in sales in one store, in one day. All sales were divided among co-workers.
- Distributed one million catalogs generating most awareness in US.
- Carol Merry was invited to share Seattle franchise successful marketing strategies with Corporate IKEA US.
King Broadcasting
Marketing Director for Classic KING FM (Classical Music) and KING 1090 (News/Talk)
- Handled all aspects of marketing and promotions, including strategy, promotions, events, media buying, copywriting, television/radio/print promotion and more.
- Presented Concerts in the Park at local venues featuring local classical groups.
- Created "Café 1090" at the Bite of Seattle featuring special guests and talk hosts
- Created loyal listener quarterly newsletter for Classic KING FM that established station as a hub for the arts.
- Ratings grew from 166,600 listeners to 231,000 over her tenure (+39%)
Frederick & Nelson Department Store
Marketing Director, promoted from Media Buyer
- Managed budget and advertising plan, solicited co-op advertising, planned direct mail distribution and mailing list development, oversaw media buying, production flow and more.
- Media buying for eight markets.
- Negotiated media partnerships, including TV broadcast of annual fashion show, promotions, station produced video, and more.
- 16-Hour sale media created largest sales in company history.