1. Strategy, Marketing and Public Relations
case studies

2. Why work with us?
Aspiration’s Founder Judy Holm…
• Develops innovative strategy and solutions
• Delivers strong financial results
• Excels in luxury lifestyle marketing and PR
• Deals in fine art markets– across Europe and the US
• Successfully works with art media, museums, exhibitions, galleries and artists
• Has produced over 600 events
• Negotiates and creates meaningful platforms and partnerships for her clients
• Art directed over 1,000 projects, including print, TV/radio, video, web design, collateral, corporate identity
• Launched and managed over 200 products for major beauty and financial brands: including Wells Fargo,
L’Oreal/Matrix, Estee Lauder/Bumble and bumble, Coty/Sally Hansen, Lynmar Estate Winery
Jerry Libbin, President & CEO Miami Beach Chamber of Commerce, Former Vice-Mayor states:
“I want to thank you for all of the efforts that you have put into making our Chamber a vital player in the
Cultural Arts community. Your energy and enthusiasm are a tremendous asset along with your strong
professional knowledge and commitment to your clients. I wish you much continued success and look
forward to seeing you at many upcoming cultural arts events. All the best, Jerry Libbin” (3/28/14)
Aspirations Marketing and PR

3. Case study: «Client Experience» Strategy and Implementation
Situation: Schwab is a highly matrixed organization, and was facing a new executive-directed initiative to develop and market the
entire 1.6 million client base with the perspective of “Client Experience.” I was engaged for the third time as a strategy and
marketing senior consultant, (by current CMO) to assess “New Client Experience.”
Actions:
oReviewed current client communications company-wide, across all channels
oAnalyzed and assessed the quantity, content, frequency, and voice.
oDiscovered much overlap and redundancy across the channels, with no clear messaging
oDeveloped internal procedures for consistency and clarity of voice
oPresented implementation recommendations to Senior Management
Results:
oFor the first time in company history, created a holistic picture of the complete “client experience” for the first year of a Schwab
client; significant changes to interdepartmental activity impacting over 500 people.
oReceived approval for implementation of entire plan – across entire organization; annual savings to the organization include
(conservative estimate): $20 to $25 million in mailing costs; $3 million in staff efficiency savings, by eliminating redundant
communications with no staff reduction
oImproved brand image through enhanced client experience by speaking with a united voice – “priceless”

4. Case study: Beauty company marketing and PR
Situation: Sally Hansen was the leader in the mass marketplace in beauty for their respective lines of business. They were in long
term negotiations with Coty, hoping for a profitable buy out deal. I was engaged as the Interim VP of Marketing for year to improve
their marketing department operations and financial results (note: there was no CMO).
Actions:
oReviewed current marketing and PR activity and staff
oCreated the first-ever marketing/PR plan for the 10 beauty lines, representing $200 million annual sales
oTrained all marketing staff on the practice of creating and operating marketing plans and product P&L’s
oImplemented innovative PR partnerships
oPresented recommendations to Senior Management (COO and CEO)
Results:
oLaunched the most successful product line in the company history, with sales 200% over budget
oRemoved 3 product lines from market with no loss of distribution- replaced with new, profitable lines
oImplemented first ever collaboration with a fashion partner, establishing a better image for the brand
oImproved image through removing antiquated products, and streamlining product matrix of well-positioned brands - “priceless”
oPrepared brands financial health and departmental marketing knowledge for imminent sale to Coty, successfully achieved several
months after my departure.
oIncreased net profit of total products by 50% in a year

5. Click to edit Master title style
FASHION
TREATMENT BENEFIT
AGE
6 10 15 20 25 30
35 40 45
Xtreme Wear
$2.60
Prisms
$5.95
Diamonds
$4.50
Opals
$5.95
MEDIAN AGE
44.2
BP
$5.00
HANN
$2.95
Max Grow
$3.95
HANC
$2.30
TT
$3.50
3 BRANDS
10%
2 BRANDS
30%
0 BRANDS
0%
5 BRANDS
60%
Chromes
$4.50
TOTAL
$46.1M
Note: Based on 2005 YTD Shipments
$4.7M $13.2M
$28.2M

6. Case study: Non-profit turnaround
Situation: LCF is a complex company, comprised of four separate legal entities and a global non-profit. The Fritz Institute was
struggling from no marketing vision, imbalanced expenses, high staff turnover, and negative publicity of the Founder. I was
recruited as the first ever Chief of Staff to represent the Founder, Chairman of the Board in all matters of strategy and marketing,
and reported to the Board of Directors.
Actions:
oReviewed history of the non-profit organization; performed an assessment for future growth or reduction of activities- nationally
and abroad
oPresented options to the Board of Directors regarding the proposed future operations
oLed all communications and PR with global partners (Red Cross, Red Crescent Society, Oxfam, etc.)
oRefined marketing components and executed: strategic press releases and speaking engagements; event plan; creative and
content for annual report
Results:
oAchieved consensus with the Board to close international programs; requiring a staff reduction, and 33% savings of operating
costs (note: the work had been completed, but there was resistance to change)
oAccelerated the domestic programs, and increased awareness on their activities and achievements: created strategic series of
events with extensive PR campaign, with no additional costs
oImproved image of organization through PR, achieved 400% increase in PR coverage; and still lowered PR contract cost by 40%

7. Case study: Winery branding and marketing
Situation: LCF is a complex company, comprised of four separate legal entities and a global non-profit. The winery was struggling
from having no centralized marketing and no clear strategy for profitable growth. I was recruited as the first ever Chief of Staff to
represent the owner in all matters of strategy and marketing, with administrative support and collaboration with the CFO.
Actions:
oReviewed winery operations and created an internal audit for all staff functions and operations
oPerformed a market assessment – size of market, competition, best sales and marketing practices
oImplemented a new organizational structure; hired and trained all marketing and general management
oDeveloped and directed a comprehensive 5-year strategic growth and marketing
Results:
oRepositioned the brand – from “Lynmar” to “Lynmar Estate,” rebranding all packaging, website and marketing materials; hired
and directed PR firm; created event partnership with the Four Seasons Hotels nationally
oCreated a perception of scarcity to impact demand for higher-priced products- launched single lot wines with $100+ price points,
with 100% sell through on premise, achieving highest profit margin
oLaunched a new marketing plan, with ROI tracking- developed model to maximize client/prospect communication; shifted events
to 100% positive ROI with staff efficiency
oRefocused the wine sales channels from distribution, to direct-to-consumer: achieved a total 100% increase in sales and 50%
increase in net profits in 18 months

8. Case study: Art+Auction Power 100
Unprecedented results:
•100% more guests than in prior years
•200% more awardees also attended the event
•The entire event was produced with no expenses incurred for the client – all
was paid by in-kind sponsorship
•Additional cash sponsorships were negotiated to provided additional
revenues to the client
Dec 3, 2013 , on one of the busiest evenings during Art Basel, produced the largest “Power 100”
event for Art+Auction magazine in the glamorous 8,000 sq. foot Villa Azur, Miami Beach
Over 300 people attended, hosted by President of Blouin Media
VIPs from the art world, editors, publishers, collectors and partners enjoyed a hosted cocktail event.
Sponsors included Sotheby’s International Realty, Champagne Nicolas Feuillate and Hendrick’s Gin
Art work on exhibit from Helene Lamarque Gallery of Paris – including pieces by world renowned
Orlan
•Pre and post coverage of the event was extensive: artinfo.com produced a feature video which appeared for 1 month on the
home page as well as a permanent photo slideshow on the site; Art+Auction cover story Dec, and they and Modern Painters
featured the event in January issues

9. Case study: Maria Callas Exhibition and Gala
• Liaison with Honorary Committee-including the Consul Generals of Italy and Greece
• Created sponsorship packages, managed sponsor solicitation and silent auction
• Curated the exhibition installation, supervising team of ten, completing over 500 pieces on three floors in one day; managed all
event logistics for the opening night Gala
• Wrote and art directed all marketing and PR materials: press release, exhibition booklet, Gala program, radio promotion;
Secured all pre and post event media coverage, “press preview” day and offsite interviews with San Francisco Opera.
The results exceeded all expectations:
•Over 300 guests supported the event and the organization (exceeded attendance and financial targets by 50%)
•First complete program for Istituto: cohesive marketing with invitation, exhibition book and gala program, press kit, promo inserts
•Extensive local and national media: 20+ press hits, radio promotion, event coverage included 3 television crews
•TV media partner, RedCarpet Bay Area, won an Emmy Award 2011 for the editing of the story featured on their show
Aspirations Founder Judy Holm was featured on RedCarpet Bay Area, in a segment “International Event Planning” (Nov 2010)
Engaged by the prestigious Istituto Italiano di Cultura di San Francisco to curate and
install a large exhibition in the new headquarters and produce the opening night Gala…
the first exhibition in their new location – over 8,000 square feet.

10. Conducted a four-day event in Napa Valley for owners of Ferraris (CA and TX)
•Directed private receptions during the Pebble Beach Concours d’Elegance.
•Planned and executed all logistics with resorts and restaurants.
•Liaison for all owners and staff onsite during the Rally and throughout the Concours d’Elegance
Exceptional results include:
•Achieved under-budget and on-time execution of all events
•Negotiated private tours and events with most exclusive and elite wineries
Case study: Ferrari Rally through the Valley

11. Thank you for the opportunity to collaborate~
Judy Holm
judyh@aspirationspr.com
mobile +1.917.589.0247
1602 Alton Rd, Suite #87
Miami Beach FL 33139