Principal Carolyn Gould is a creative, innovative marketer, who develops effective, integrated messaging, digital and print, across all communications channels—ecommerce, catalog, mobile, in-store, social media, blogs and other publishing media. Recognized and praised for versatility, she provides penetrating insights into integrated, multichannel retailing and emerging technologies—all with an eye to enhancing the customer experience. With a reputation for integrity and for cutting through the clutter, Carolyn helps clients to get at the essentials of an idea—either to communicate it or make it profitable by: • Developing fully realized, fully integrated multichannel new business concepts • Creating innovative, yet practical approaches to persistent business challenges, using customer behavioral and transaction data—based on customer database and market research, web and circulation analytics—as the starting points for creative and marketing recommendations • Reinventing outmoded practices to meet the needs of today’s consumers and businesses. CORE STRENGTHS *Idea Generation * Concept Development and Re-Invention Strategies * Branding/Positioning * Customer Experience Management *Public Relations * Creative Direction (Digital & Print ) *Communications: Copywriting and Content Development *Corporate Training & eLearning *Not-for-Profit Expertise *CRM Tactical Applications Specialist: Prospecting, Retention/Loyalty, Reactivation, Referral/Word-of-Mouth, Membership/Donor, Renewal Marketing Programs: Print, Mobile, Social Media, & e-Commerce

1. Directives/
eDirectives
targeted marketing and
communications

2. a snapshot
 DIRECTIVES/eDirectives: Targeted
Marketing & Communications is an independent
consulting firm dedicated to finding practical, yet innovative
solutions for 21st
century business challenges. We serve:
 Multichannel retailers and service organizations, using
multiple sales & communications vehicles—brick-and-
mortar stores, catalog, internet, email, mobile, DRTV,
direct mail, space advertising, telemarketing, etc.
 Business suppliers to the broad retail community, and
 Not-for-profits and companies that practice
conscious capitalism.
perception.
creativity. practical
solutions.
directivesmarketing.com
2

3. a closer look
 Over the years, clients have included both B2C and
B2B marketers, ranging from small retailers to Fortune
200 companies, in all types of industry segments,
from:
 Apparel to Finance
 Technology to Travel
 Health to Hard Goods.
 Expert in integrating a wide variety of communications
vehicles with practical, profitable solutions:
 Bricks & Mortar, Catalog, Internet, Email, Mobile, Social Media,
Solo Direct Mail, Telemarketing, Publishing, Advertising, and DRTV.
Carolyn Gould, Ph.D., president, was editor of
CATALOG AGE and DIRECT magazines
prior to founding her own company.
perception.
creativity. practical
solutions.
directivesmarketing.com
3

4. practical , integrated
solutions
 New Concept Creation, New Business Development
Strategic Insights
for established companies or entrepreneurial start ups
 Customer Experience Management &
Customer-Centric Communications, Merchandising, and
Customer Service Interaction
 Tactical, Integrated Campaign Management
in diverse media & vehicles, electronic or print
 CRM/Database Marketing Programs
for customer loyalty, retention, reactivation, and prospecting
 Creative Direction of Your Team or Ours
from concept through execution & production
 Market Research & Trend Analysis
perception.
creativity. practical
solutions.
directivesmarketing.com
4

5. What clients say
 [Carolyn] brings an extensive amount of experience to the
table in all areas of direct and multi-channel marketing. The
strategies she develops are innovative, creative and
focused. A top-notch mentor, she's passionate about
improving brands, the customer experience, and, as a
result, company performance.
--Michael Schuster, formerly Catalog Director, The Franklin Mint;
currently, General Manager, Nancy’s Notions
 All I can say is I appreciate your efforts, integrity and
commitment to do what is in the best interests of all. You
are a professional with a brand I support and admire.
--Michael Ellison, Founder and CEO, Trivita; CEO, Amazon Herb
perception.
creativity. practical
solutions.
directivesmarketing.com
5

6. the new three R’s:
results, improved ROI,
& increased response
 Among a wide variety of projects,
DIRECTIVES/eDirectives has:
 Launched a word-of-mouth Referral Campaign that broke
even within six months ($25 product honorarium) while
significantly reducing customer acquisition costs
 Routinely increased electronic and print campaign
results, for example, a 40% increase in revenue earned
per book (season-to-season) for a company’s largest
catalog title
 Repeatedly cut costs for multichannel businesses—up to
$1MM/year—by changing contact strategies.
perception.
creativity. practical
solutions.
directivesmarketing.com
6

7.  Managed cultural change for several B2B and B2C
companies, including the internet division of the world’s
largest travel global distribution system.
 Developed the three year strategic and business plans for
a venture-financed retail, internet, and catalog start-up
in the bridal registry/gift business—a business that was
then acquired by a large multi-channel media company.
 Created over 80 turn-key customer retention programs
by forming partnerships between retailers and
publishers, which most often resulted in a 15% (or
higher) increase in subsequent purchase behavior among
best customer segment.
 Provided CRM/database sales and training programs for
what was then the nation’s 2nd
largest newspaper/online
publisher, resulting in routine double digit sales increases
in its direct division.
perception.
creativity. practical
solutions.
7

8. Delivery—o n time, cost-effectively
with candor, wit, true grit and
grace
perception.
creativity. practical
solutions.
directivesmarketing.com
8
Management Issues
 Strategic Planning
 Business Plans, Feasibility Studies, Start-Up Businesses
 New Business Development
 Cultural Change
 Organizational Analysis and Change Management
 Database Development
 Re-Positioning
Marketing
 Market Research (Qualitative and Quantitative) and Consumer Trends
Analysis
 Marketing Partnerships and Joint Ventures
 Customer Retention, Reactivation, and Relationship Marketing
 Prospecting and New Opportunities Development
 Competitive Analysis
 Customer Communications Programs
 Customer and Market Research and Analysis
 Word-of-Mouth Marketing
Merchandising
 Product/Offer Analysis and Critique
 Product Selection, Layout and Pagination
 Product Testing Recommendations
 Square Inch Analysis
 Merchandising Trend Recommendations
 Product Development
 Vendor Referral
Sales
 Strategic Program Development
 Collateral Creative and Direction
 Sales Training and Promotion
 Prospecting, Contact and Client Development
Advertising
 Advertising Evaluation
 Advertising Concept and Creative Development
 Agency Interface and Reviews
 Media Recommendations
 Use of DM in Newspapers and Other Non-Conventional DM Channels
Creative
 Catalog, Solo Direct Mail, Website, Email, and Publication Critique
 Creative Direction (all communications channels)
 Copywriting—web and print; script writing
 Layout Design and Illustration
 Packaging Design
 Store Layout, Signage
Editorial
 Editorial Critique and Repositioning
 Public Relations
 Feature Writing
 Feature Article and Book Editing
 Editorial Placement

9. representative clients
perception. creativity.
practical solutions.
directivesmarketing.com
9
 Multi-Channel Retail/Wholesale
 Bloomingdale’s
 Discovery Health Channel
 The Franklin Mint
 The Golden Bear
 Habitat
 Mignon Faget
 Nancy’s Notions
 Norm Thompson
 PGA Tour Direct
 SmartPak
 TriVita/Amazon Herb
 Voice Systems Engineering
 Walnut Acres
 Start-Ups Concepts, Branding &
Planning
 Playboy Enterprises
 The Wedding List (now part of
Martha Stewart/Omnimedia)
 Applied Interactive Media (now
part of Ziff-Davis)
 SAVA Apparel
 Other C2B & B2B Companies
 The Goldenrod Foundation
 Knight-Ridder Newspapers (now
disbanded)
 Paralyzed Veterans of America
 Sabre Virtually There
 Business-to-Business
 Discovery Channel—Middle School
Science Catalog
 Entex Information Services (now
Siemen’s Business Services, Inc.)
 Lion Brand Yarn
 Data Providers/DBM Companies
 Acxiom
 Direct Marketing Technology (now
part of Experian)
 Yankelovich
 Various agencies, list brokerage &
management companies

10. Breadth of experience
 As editor of CATALOG AGE magazine, Carolyn conceived of,
produced, and marketed the CATALOG AGE REPORT, the first
comprehensive survey of catalog marketing trends and practices.
Carolyn was also instrumental in founding the prestigious
AMERICAN CATALOG AWARDS and programming the ANNUAL
CATALOG CONFERENCE (once the ACCM).
 A recipient of the distinguished Deutscher Akademischer
Austausdienst (DAAD) fellowship and Fullbright nominee, Carolyn
is a member of Marketing Executives Networking Group (MENG)
and Phi Beta Kappa. She is Vice Chair of the Southeastern
Massachusetts Pine Barrens Alliance.
 Carolyn is a frequent speaker at marketing and other trade
association conferences and author of several seminal articles on
retail and database marketing.
perception. creativity.
practical solutions.
directivesmarketing.com
10

11. some creative work with client
teams
perception.
creativity. practical
solutions.
11
directivesmarketing.com

12. A Taste of Directives/express
perception. creativity.
practical solutions.
directivesmarketing.com
12

13. perception.
creativity. practical
solutions.
13
Contact: carolyn@directivesmarketing.com
215-554-3015

14. Directives/
eDirectives
targeted marketing and communications
References, Sample Creative, and
An Expanded Client List
Available Upon Request
Contact: Carolyn Gould
1022 Avalon Way
Plymouth, MA 02360
215-554-3015