• Home
  • Projects
  • Books
  • About
  • Shop
  • Resume
  • More
    • Home
    • Projects
    • Books
    • About
    • Shop
    • Resume
  • Home
  • Projects
  • Books
  • About
  • Shop
  • Resume
Briana Chen

Thermo Fisher Scientific

Supporting key campaigns for a Fortune 100 company

Overview

At Thermo Fisher Scientific, a Fortune 100 company providing scientific instruments, equipment, and services all across the globe, I had multiple projects working in tandem to support its key campaigns (namely DNA 70th, celebrating the 70th anniversary of DNA).


I led the overhaul of creative assets, including the redesign of logos, customer-facing forms, and the regional website. To support the broader campaign, I worked on a one-time newsletter blast. I also managed operations to make sure marketing events materials were delivered and giveaway logistics were met efficiently.


Among other projects, I created 55+ brand-compliant checklists, achieved a 67.16% engagement with the newsletter blast, fulfilled 400+ customer submissions, and supported the execution of a $330K+ revenue campaign.

ROLE

Marketing Intern


COMPANY

Thermo Fisher Scientific


TIMELINE

May - Aug 2023


SKILLS

Brand Marketing

Supply Chain Operations

Program Development

Sales & Cross-Functional Coordination

Problem

Due to creative prioritization issues, many assets for the North America Regional Marketing branch at Thermo Fisher were outdated and at risk of being flagged by current brand guidelines. With DNA 70th—the Global Marketing team's highest-priority campaign—in the middle of execution, operational support was needed.

Solution

Redesign internal and customer-facing assets for the NARM team according to current brand guidelines. Support the DNA 70th campaign with marketing shipments, newsletter blasts, and data scrubs reflecting these creative updates.

Goals

  • Update Assets: overhaul existing creative assets to not only reflect guidelines but also appeal more to customers
  • Campaign Awareness: digital channels, including a more engaging version of the newsletter
  • Support Operations: handle marketing materials orders and data scrubs to ensure campaign efficiency

Tactics

Revision of Creative Assets

One-Time DNA Newsletter Edition

One-Time DNA Newsletter Edition

I wrote briefs to launch simultaneous projects, including new logos for the NARM functions, designs for internal instrument ordering forms, and a complete modernization of the NARM website. Each of these consisted of cross-functional coordination and strategization.

One-Time DNA Newsletter Edition

One-Time DNA Newsletter Edition

One-Time DNA Newsletter Edition

To make the company-wide newsletter blast more engaging, I met with key stakeholders of the DNA 70th campaign to create a limited edition, more creative version that would be sent to all employees raising awareness of the campaign.

Marketing Operations

One-Time DNA Newsletter Edition

Marketing Operations

On the backend, to keep the campaigns running while the other projects were active, I managed the shipment of marketing materials to sales representatives across the world. For DNA 70th giveaways, I handled data scrubs to make sure winners were qualified to receive prizes.

Kudos to Paulina and Briana for not only their support and contribution to the awesome development and execution of the Pulse Newsletter and especially for this DNA 70th Campaign edition!

Group Marketing Lead, Life Sciences Division

Results & Key Learnings

  • 55+ brand-compliant checklists created & approved
  • 67.16% engagement with one-time blast, an increase from the benchmark
  • 400+ customer submissions fulfilled
  • $330K+ revenue campaign execution

  1. Asset overhaul goes through many levels of leadership. At a company as large as Thermo Fisher, I learned that redesigning something as simple as a logo or form required approval from many stakeholders, including VPs and heads of the creative department.
  2. Different = Interesting. With the one-time newsletter blast, its splashes of color contrasted the typical email that employees would receive. This led to more engagement of its contents.
  3. Operations are tedious, but essential. For the campaign to work, lots of data had to be processed behind the scenes, where the spotlight didn't reach.

The icons look amazing - it's hard to choose!

North America Regional Marketing (NARM) colleague

Next Steps

Although my internship was a temporary role, I'm excited to see that the updated assets (including the new website) are already integrated into the NARM function for many periods to come. We also hope to execute more limited edition newsletter blasts to keep the company network active in participating in future key cam

Copyright © 2024 Briana Chen - All Rights Reserved.

  • Contact

This website uses cookies.

We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Accept