MY PORTFOLIO
PORT ALEX MIHKAYLOV FOLIO
ALEX +7-903-166-79-43 MIKHAYLOV [email protected] Moscow ADVERTISING / PR / MARKETING About Me Languages Distinctive Personal Skills Accuracy, Nicety Produc琀椀ve Self-Starter Team Player English I do believe I can think through, 昀椀nd new solu琀椀ons for your business, Upper -intermediate because I understand that it is necessary to take 昀椀rst of all to achieve maximum results. I have got 15 years of experience with the implementa琀椀on 95% Español 85% of a variety of marke琀椀ng ideas in B2B and B2C markets, from reail jewelry 75% Avanzado B2 to banking, which have been successfully implemented in prac琀椀ce by me. Job Experience Rank Advancement Print operator Adver琀椀sing Specialist Chief Brand O昀케cer Productoin and Adv. Companies LOCKO BANK SB Zoloto Stock Company 2003 / 2005 2007 / 2010 2013 / 2014 Studies Sales Manager Moscow University State LBL.Print of Engeneering Ecology 2005 / 2007 1998 / 2003 Head of Adver琀椀sing Adver琀椀sing, PR, marke琀椀ng Specialist ADAMAHT Jewelry Factory DORS Group of Companies 2010 / 2013 2014 / 2018
Job Skills My Numbers ADVERTISING 15 1000+ PROJECT MANAGEMENT Years of Work Experience Completed Projects PR 3 0 Technical Skills Di昀昀erent Industries Cigare琀琀es per Day INTERNET & CMS My Passions Profeccional Social Media SMM Skiing www.linkedin.com/in /mikhaylovaleksey/ Traveling CORELDRAW, ADOBE ILLUSTRATOR, ADOBE INDESIGN España Cinema ADOBE PHOTOSHOP
PRODUCT BRANDING ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING s an adver琀椀sing and marke琀椀ng spe- Strict compliance with brand colors on a big cialist I par琀椀cipated in a several brand edi琀椀ons always increaze the importance of Alaunches and re-brandings. produc琀椀on as well as high quality and low price are at the forefront of per琀椀nence mak- For me in the 昀椀rst place always were iden琀椀ty ing my decisions very detail-oriented. I do of a brand and product branding: packag- believe that elaborated and implemented ing, labels, tags and product itself. That is smart decisions on this core stage of a prod- all that works as a credible signal of product quality for imperfectly informed customers uct marke琀椀ng at a late stages will lead to sales and generates price premiums as a form of success. return to brand. And it’s very important for me that brands presented in my por琀昀olio reached the shelves In this chapter I perform you my ful昀椀lled in the stores and i’ve been absolutely loved works in product branding. working on them. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING Product branding for ADAMAHT Jewelry Factory, LLC. I, in accordance with brandbook, was in charge of produc琀椀on di昀昀erent adver琀椀sing materials. This packaging features mostly contain logo, scale pa琀琀erns based on logo, key visual elements. Credits: Produc琀椀on: Alex Mikhaylov Design: Soldis Communica琀椀on Agency ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING An edi琀椀on-bound packagings, labels, jewelry care sprays, polishing cloths and gloves, paper packings were printed and manufactured in China prin琀椀ng facility. Mirco-sized tags with security feature of a resistance of lock picking were produced in Italy. An edi琀椀on is more than 5 000 000 copies Moscow, 2011-2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING ITEM 1/5 PAPER PACKING 9.5X13.5 CM SCALE 1:1 PANTONE 7421 C GOLD WHITE Слегка полируйте, пока они не приобретут глянцевый блеск. в чистоте в любое время! идеальный способ содержать Ваши украшения Полировочная салфетка – это 13.5 cm Полировочная салфетка – это идеальный способ содержать Ваши украшения в чистоте в любое время! Слегка полируйте, пока они не приобретут глянцевый блеск. 9.5 cm ООО «Ювелирный завод «Адамант» 601770, Владимирская область, Кольчугинский р-н, пос. Белая Речка, ул. Мелиораторов, д. 9 тел: 8(49245) 49-755 www.adamant-gold.ru www.adamant-gold.ru тел: 8(49245) 49-755 Кольчугинский р-н, пос. Белая Речка, ул. Мелиораторов, д. 9 ООО «Ювелирный завод «Адамант» 601770, Владимирская область, Mike 3/20/2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING ITEM 2/5 POLISHING CLOTH 12.5X17.5 CM SCALE 1:1 PANTONE 7421 C GOLD WHITE 17.5 cm 5.5 cm 12.5 cm LOGO POSITION: 1.5 CM TO EDGES Mike FOLD ONCE 3/20/2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING ITEM 5/5 GLOVE & SPRAY SCALE 1:1 PANTONE 7421 C BLACK WHITE 2.5 cm 5 cm 9.5 cm 2.75 cm 20 ml Mike 3/20/2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDING ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS t’s a well-known fact that print catalogues In compliance of a markets research I can ad- Iare gradually called o昀昀 and replacing by vice to use prin琀椀ng catalogues for commu- ones digital. nicate more e昀케ciently with end consumers. Despite of this, in this chapter I perform you For prin琀椀ngs my tasks were: my por琀昀olio of a product catalogues, lea昀氀ets visual iden琀椀ty should be suited to price and other prin琀椀ngs I produced mostly for ranges of products B2B companies those in昀氀uencers o昀琀en was always out of digital communica琀椀ons. For to focus on presen琀椀ng precision cra昀琀s- example, banks and head bank cashiers who manship of their products. couldn’t get internet access on grounds of to design user-friendly and understandable security in cash recount o昀케ce and download catalogues which, however, contain full informa琀椀on about price proposal and prod- descrip琀椀on of a product. uct descrip琀椀on, but they are real thought leaders in cash banking equipment. And in this chapter you also will 昀椀nd port- And that’s why I can’t be agreed with print- folio of my publica琀椀ons in a B2B and B2C ings total called o昀昀. media. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ADAMAHT Jewelry Factory, LLC catalogues of chains and holy roods. Credits: Designer freelancer: Vasily Grinuk Produc琀椀on: Alex Mikhaylov Moscow, 2011-2013 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS A few prin琀椀ngs for SB Zoloto, LLC: tags, labels, 昀氀ashcards, CDs. Credits: Designer freelancer: Vasily Grinuk Produc琀椀on: Alex Mikhaylov Moscow, 2013-2014 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRODUCT BRANDINGPRINTINGS Jewelry catalogue for ZB Zoloto, LLC. This is the 昀椀rst product catalogue in the company. I realized a great job by systema琀椀za琀椀on of exis琀椀ng jewelry in a di昀昀erent collec琀椀ons. In case of drawing up of catalogue pain琀椀ng images were used. Credits: Idea, data systema琀椀za琀椀on, produc琀椀on: Alex Mikhaylov Design: Bris-M Agency Moscow, 2014 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS DORS cash handling equipment catalogue. Credits: Designers in-sta昀昀: Albert Mashin & Dmitry Fomichenko Produc琀椀on: Alex Mikhaylov Moscow, 2015-2017 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS Limited edi琀椀on of ADAMAHT’s catalogue, printed with Pantone inks, and had got square 210 x 210 mm dimensions. Credits: Designer freelancer: Vasily Grinuk Produc琀椀on: Alex Mikhaylov Moscow, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS All jewelry chains catalogues for ADAMAHT Jewelry Factory, LLC that I have produced were composed with due regard to that fact that all print- ed images of chians match with the real sizes of a jewelry chains. And you can check that by 昀椀t on the chain with su昀케cient product item above the image. Credits: Disigner-freelancer: Vasily Grinuk ; Produc琀椀on: Alex Mikhaylov ; In edi琀椀on of more than 5000 pcs. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS SINTRO, Pty Ltd is an oversea division of DORS, LLC in UK, Australia and other countries. SINTRO iden琀椀ty and brand book were designed without involving of any brand agency, but using the labour of mine adver琀椀sing department. Based upon the appearance of money counter’s stacker wheel spare-part, icon of the logo was made as S-curves, it also corresponds to 琀椀tle le琀琀er. I guess it’s well recogni琀椀on icon, in so much as stacker wheel is a well known spare part in industry, so desined logo and iden琀椀ty re昀氀ect my modern approach to brandmaking. Credits: Idea and design: Albert Mashin Supervising and produc琀椀on: Alex Mikhaylov www.sintro.com.au Moscow, 2017 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS For DORS, LLC self-service systems I did some special work in prin琀椀ngs, for example, this is Braille typed ATM s琀椀ckers. And of course, I printed a lot of standard leaf- lets, brochures, posters etc. China, 2015-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS A series of prin琀椀ngs and digital materials to launch new products and expand the product matrix of DORS, LLC. The copywri琀椀ng was quite di昀케cult, because it included the descrip琀椀on of new patented technologies such as iAS and BVS in cash handling 昀椀eld, and obligated me to joint my e昀昀ort with produc琀椀on engineer to understand all features of the introduced technologies. Credits: Copywri琀椀ng: Alex Mikhaylov in conjunc琀椀on with pro- duc琀椀on engineer. Designer in-sta昀昀: Dmitry Fomichenko ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS This is a double-page spread of «Navigator for jewelry trade» magazine with installed ar琀椀cle and engineering technician interview about unique cataphoresis technology implemented in a produc琀椀on line of silver chains of ADAMAHT Jewelry Factory, LLC. In the ar琀椀cle cover an issue of silver chains protec琀椀on against dialy use detrimental e昀昀ects which could result in blackening. Dis琀椀nguishing features of the ar琀椀cle is a sample of silver chain in sashe a琀琀ached to the cover. Trade magazine subscribers can verify that claims of ADAMAHT’s silver chains are be completely accurate by make experiments described in the ar琀椀cle. No special equipment for this experiments needed. Have to be used an expedients by means turned out to be at hand. Credits: Copywri琀椀ng & produc琀椀in: Alex Mikhaylov Publisher: www.njt.ru Sample manufacture: several companies Design: Svetlana Dalinger ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS Adver琀椀sing materials in a di昀昀erent magazines. Illustrat- ed spread and magazine inserts, newspapers and cata- logues. Credits: Copywri琀椀ng: Alex Mikhaylov Design: Mul琀椀ple freelancers & publisher designers Moscow, 2011-2014 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS My adver琀椀sing ar琀椀cles and ad blocks were published both in large-circula琀椀on newspa- pers, semi-circular edi琀椀ons and in special- ized catalogues. In this por琀昀olio you can see the publica琀椀ons in the newspaper «Komsomolskaya Pravda» (daily circula琀椀on is 2.7 million copies) and in the catalog of retail and wholesale/cash and carry group METRO (up to an edi琀椀on of a hundred thousand copies) Moscow, 2011-2018. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS Very simple low-cost calendar and paper bag for New Year 2017. That year was quite recessionary in Rus- sia and that’s why I selected an ap- propriate variant relying on pared budget for prin琀椀ngs and chocolate sweets purchase. The package of chocolate sweets that I have select- ed were close to DORS, LLC corpo- rate gamut in reds. Credits: Budge琀椀ng and produc琀椀on: Alex Mikhaylov Moscow, 2016 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PRINTINGS Cards & 昀氀yers I made for ADAMAHT Jewelry Factory, LLC. For SB Zoloto, LLC I made handmade cards with silver 925 sleigh-bells as a symbol of the upcoming 2014 year of the horse and other numerous gree琀椀ngs. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS s an important part of a branding, of freelance photographers. Stage Aoriginal and clear image language photography with account managers is have to take place. I am with focus on my best practice to get images for social quality photos of onward products, networks and that brings them close to manufacturing lines and everything that their cistomers via such communications. help me to prove for a customers this is a realy good produced stuff for a such price. Be it noted that award a freelance contract In this chapter of my portfolio you can it’s frequently used way to cut the costs. see my strong abilities to organize and Aside from that, I secure with photos quality. manage photo sessions with involvement ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS Production facilities of DORS, LLC and ADAMAHT Jewelry Factory, LLC. This photos i used to illustrate catalogues, trade magazine articles, post in a social networks, to signify their responsibility as a good manufacturers. Credits: Photography: mostly freelancers or designers in-staff. Location, organization and managment: Alex Mikhaylov Russia,China 2010-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS At a largest industry exhibition JUNWEX St. Petersburg - 2014, in addition to our manufacturing specialities, italian exclusive jewelry and classic ones, the company SB Zoloto, LLC brought the greatest «classic» poet Alexander Sergeyevich Pushkin. You may ask: why? Some of you may find it out a little bit vulgar. Perhaps, but not to our clients on whom this promo was focused. There are primarily our foreign gem suppliers from India and other countries. According to promo, A. C. Pushkin met clients at our stand, he had a novel in verse «Eugene Onegin» for each of them. Further to a event our suppliers and clients have become a participants of a bohemian evening in Onegin Bar in Marriot Courtyard Pushkin Hotel enjoing glogg and apple punch. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS The guests played in the bouts-rimes and listened to the great quatrains from the poet. I really wanted to do everything in time! And it has happened: an exclusive evening tour in Pushkin’s Museum in St. Petersburg, cocktails in a fashionable bar, important negotiations and interesting acquaintances! My promo recieved the highest ratings not only from customers and suppliers, but also from CEO. Credits: Photographers: Olga Popova & Selenkov Vladimir Idea, Organization and management: Alex Mikhaylov December, 2013 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS This photo session I organized for SB Zoloto, LLC stock jewelry company. Staged photography with account managers is my best practice to get images for social networks. Objectively, such photos I used to illustrate the posts in VK, Facebook, LinkedIn etc. And also I used for other publications and printings. Special for this art photo session I made a solid 3D logo in a corporate color. The joint command work, captured in photography, instead of personalities of account managers, signify that customers can rely on SB Zoloto, LLC. The value of photos is in an indication of the unity around the Company values, style and brand respect. Moscow, 2014 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOTOSHOTS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PHOPHOTTOSHOOSHOTTSS For DORS, LLC I made a strong case for proper organization of own photo studio and purchase equipment. This is a must to be, I think, because in sales promotion of cash handling equipment and bank self-services I placed the emphasis on video materials. It’s easier to get message across to customers by using video description of products functionality. Credits: Budgeting: Alex Mikhaylov Studio was equiped for designer in-staff: Albert Mashin Moscow, 2015-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ocial networks give us possibility of a Social media management is a whole branch of digital communica琀椀ons, which is Stwo-way connec琀椀on with the current now in favor, replacing ones prin琀椀ng, out- and poten琀椀al clients. They give the oppor- door i ect. But, of course, to evaluate ad- tunity to build trus琀昀ul and 昀椀rm rela琀椀onship with the clients. In the social networks, it ver琀椀sing is necessary by its e昀케ciency, and is also possible to set the context adver- when it comes to adver琀椀sing on social me- dia, it’s best to proceed with cau琀椀on and 琀椀sing due to the targe琀椀ng. That is why if a company skips such as an important with a very speci昀椀c budget in mind. I never forget that spending more money doesn’t step as promo琀椀on in social networks it necessarily equate to greater success, and skips a琀琀en琀椀on of a big part of target audit. it’s quite easy to waste money on social net- In this chapter I represent you my works in SMM and Internet i. e so- works ads. Now I am willing to spend a bit cial networks, site development, con- more on crea琀椀vity and on producing video tent marke琀椀ng, banner ad, SEO. content, and I do belive it will have great- er success in social media in the long run. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM Banner ad campaign « Discounts for lovers» of ADAMAHT Jewelry Factory, LLC con昀椀ned to St. Valen琀椀ne’s Day and 8 March 2012. ADAMAHT Jewelry Factory, LLC is a manufacturer of jewelry hollow chains. The core of a target group was mostly young men and women, which celebrate St. Valen琀椀ne’s Day in Russia and have low/middle income. The campaign was aimed at promo琀椀ng sales in the distribu琀椀on network of ADAMAHT consisted of jewelry retail bou琀椀ques, pawn shops all over Russia. From total product grid of jewelry chains best sellers were select- ed. And from this best sellers were selected in addi琀椀on for exact match to target auditory. The chain weaving «Love» was a top seller synonymic of the feelings between lovers, it was re昀氀ected in a key visual of campaign. Adver琀椀sing banners managed via AdWolf mul琀椀staged banner network with so昀琀ware tweaks. More than 30% of AdWolf network sites do not have intersec琀椀ons with others banner networks. The coverage was all-Rus- sia with age speci昀椀c targe琀椀ng, behavioral targe琀椀ng, 琀椀med targe琀椀ng. This banner ad campaign was run 01.02.2012 - 08.03.2012 with increase in ac琀椀vity 14.02.2012. Credits: Banner ad campaign launch and manage: Alex Mikhaylov Design: Soldis Communica琀椀on Agency Moscow, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM Co-op promo琀椀onal campaign of ADAMAHT Jewelry Factory, LLC and jewelry stores 585 Gold, LLC. AD- AMAHT Jewelry Factory, LLC is a manufacturer of jewelry hollow chains. 585 Gold, LLC is a all-Russia jewelry store has up to 800 bou琀椀ques in 240 ci琀椀es. Informa琀椀on about promo was posted in social media and it had it’s own landing page. The core of a target group was women with low in- come. The family values were imaged in key visual of this promo and key visual took place a consciously re- fusal of luxury-style inherent value of jewelry market and focus on low income customers. In the texts of this promo琀椀onal campaign ac琀椀on mes- sages from slang vocabulary were used to emphasise the a昀케lia琀椀on with low income segment of audience. For example, «Купи цепочку за 2 тыщи». By the way, can be turn it around as «Купи цепочку ...тёще» Low segment of hollow 375 rate of gold jewelry, but it looks like massive, heavy and expensive due to gal- vanics and 昀椀nal 昀椀nishing. The coverage was all-Russian. This promo was run 15 may - 15 june 2013 and lately two ada琀椀onal 昀氀ights were repeated suc- cessfully Credits: Promo琀椀onal campaign launch mand manage: Alex Mikhaylov Design: 585 Gold, LLC ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM At my a琀琀endance at the company SB Zoloto, LLC crea琀椀on of accounts in a so- cial medias came in on the ground up. As is o昀琀en the case, there were not graphic and visual materials to post on. So, pre- paratory stage consisted of how come up with them. I performed the photosessions required. I assumed that it will be great if our managers would communicate di- rectly with their customers via social net- works, thats why you can 昀椀nd «personal» posts of managers, which I had wri琀琀e on behalf of their owns. This approach has the useful property that makes this com- munica琀椀ons more personal and there and then more trustworthy. Also I post- ed latest releases above all in SM, in so doing the subscribers could order them primarily. In SB Zoloto, LLC events fol- lowed swi昀琀ly on one another: exhibi- 琀椀ons, speciali琀椀es, promo琀椀onal ac琀椀vi琀椀es, loyalty bonus events. All of them I had announced and translated into social me- dia with customers great interest and fol- lowing up. Our teamplay wasn’t so long, I leaved o昀케ce, but and now SM-manager of SB Zoloto, LLC keeps pos琀椀ng my ma- terials un琀椀l at least the end of 2017 and I am 昀氀a琀琀ered of that. Moscow, 2014 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
I am willing to reallocate funds of marke琀椀ng budget and spend a bit more on producing product video content, cos I think it’s will recoup the cost in a future. And for DORS, LLC I created mul琀椀lan- guage video channel DORS TV. The aim was quality of developed content in which dis琀椀nguishing features of products for sale will be re昀氀ected and will be interes琀椀ng to clients. Videos quality with big amount of infographics posted in DORS TV are above-par the market. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM By the beginning of the 2017 year every new product has its video on a channel in english and in russian. For another side I was insis琀椀ng on video content crea琀椀on where unique technol- ogies would be presented nice, neatly and conceived. We all understand, that spending more money equates to campaign e昀케ciency. Unfortunately, channel was created on an internal basis of Department of Marke琀椀ng with lack of funding. Credits: Video designer: Albert Mashin Videoplay: Ivan Gribanov SSM: Alex Mikhaylov Moscow, 2015-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM By writing unique content on the product pages of www.dors.com, when I had brought products to the market, I was able to provide the first positions in the search engines due to organic search. You can see the top search requests for such positions with a filter by words like «banknotes counter with a nominal value», «a detector of Russian rubles», etc. It’s worth paying attention to that fact, that DORS, LLC as a manufacturer and B2B company has no intention of assume a position in top-10 of these search systems, because otherwise our clients among e-commerce sites, which specifically have got SEO budgets, will be bound to go up against their vendor, wasting budgets. As new products achieve the market and assays come in the market, DORS organically gives place to client’s e-commerce sites. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM I work with Yandex.Metric and Google.Analytics keeping track of events, hits, visits and full statistics. I prepare and manage marketing campaigns in Internet, forecasting them, optimizing and defending budgets. Also, in aid of product managers, I prepare simple/common markets researches, for example, the evaluation of brand awareness via capabilities of Yandex.Keyword statistics (indirect assay) and so on. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM When developing a web portal ADAMAHT Jewelry Factory, LLC www.adamant-gold.ru the main task was to 昀椀nd competent site integra琀椀on with 1C.Enterprise and the crea琀椀on of client area. This area consisted of client’s many-stages registra琀椀on procedure by his personal tax reference num- ber TIN, direc琀椀onally the client area itself, ability to purchase on-line and others. Another di昀케cult task was product base integrity, with a view to daily database replica琀椀on, up to date xml-昀椀les prepara琀椀on and data import with actual le昀琀over stock. That why within the framework of these tasks, I had to work closely with the IT department, 1C programmers on a part of customer as well as сontractor. Credits: Web-developer: REDCode Design: Soldis Communica琀椀on Agency Project manager: Alex Mikhaylov Moscow, 2011 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM To work with di昀昀erent site content management systems CMS is my whole rou琀椀ne func琀椀ons mastered by me on a daily basis. I had got prac琀椀ce tasks with proprietary CMS Bitrix and open source content management systems as Wordpress, Joomla!. When working with CMS Bitrix on a projects www.dors.com, www.adamant-gold.ru for solving non-standard tasks, I had to dig into the PHP code. So I can make page edits by 昀椀nish wri琀椀ng php or create a new page using and implemen琀椀ng exis琀椀ng site elements on a new page. Also, at my work on the tasks, I had emanated the source code of main css-昀椀le. Credits: CMS manager: Alex Mikhaylov Moscow, 2010-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM Also, at my work on the tasks, I had emanated the source code of main css-昀椀le. In some cases I was obliged to overwrite style parameters or create new styles, inser琀椀ng new lines. All this cor- rec琀椀ons I perfomed bearing in mind that site’s design integrity couldn’t be damage and taking care of usability. Credits: CMS manager: Alex Mikhaylov Moscow, 2010-2018 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM Very frequently, to reduce the cost of sites develop, I worked with freelance web-programmers. This approach to the tasks requires even more careful prepara琀椀on of statement of work for the development of site. As a Project manager, I make a very detailed mul- 琀椀-page SOW, o昀琀en with ready illus- tra琀椀ons and layouts of website pages, which are prototypes. The prototyping of the pages of the site I perform using online editors, such as Wix, thats way freelancer can view all requirements of ordering customer. Also this approach to an issue save a lot of 琀椀me. Site: a several sites for SINTRO LLP. Credits: Designer in-staff: Albert Mashin www.sintro.com.au, Web-Developer freelancer: Andrey Ilchuk www.sintro.co.uk Project management: Alex Mikhaylov and others. Moscow, 2017 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM Work with di昀昀erent site content management systems CMS are my whole rou琀椀ne func- 琀椀ons mastered by me on a daily basis. I had got prac琀椀ce tasks with proprietary CMS Bitrix and open source content management systems as Wordpress, Joomla! When working with CMS Wordpress on a projects www.sintro.com.au, www.sintro.co.uk and so on I use proven plug-ins as WooCommerce to build product catalogue and increase ability of following site addi琀椀ons and its func琀椀onal enlargement. I know WooCommerce module on enough level for tasks statement of e-commerce site type or corporate portal for web-de- velopers and programmers. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
INTERNET & SMM But I can also edit the theme appearance and, if it is necessary, func琀椀ons.php, which is common like plug-ins and useful for site func琀椀onality extensions. I use open source snip- pet 昀椀les to solve running site tasks by myself prior to ask for a commercial quota琀椀on. Gen- erally I’ve got small experience of local web-development as a programmer (www.prostor. msk.ru). And I am always work on increasing my knowledge and skills in this 昀椀eld. Such an immersion into the web development process allows me to even more competently for- mulate SOW for freelance developers and carry out complex acceptance of works faster. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS n this chapter you can see certain exhibi- vance. All too o昀琀en a special requirements I琀椀on stands I’ve developed in collabora- of ligh琀椀ng at a stand, in the display cases 琀椀on with freelancers, designers and adver- were a must to implementa琀椀on in a jewelry 琀椀sing agencies. Depending the exhibi琀椀on 昀椀elds as well as DORS’s heavy bank equip- format and sector-speci昀椀c issues the stand ment ATMs were a feature of self-service may have standard dimensions of 18 sq. m. system market. or may have extended area size. Well then I built up exhibi琀椀on stands for various the most interes琀椀ng of them are here. companies in all Moscow exhibit halls, From two-level 300 sq. m. ADAMAHT’s in exhibi琀椀on centers in St. Petersburg, Jewelry Factory exhibi琀椀on stand to quick Novosibirsk, Yekaterinburg and other Cit- installing standards of regional iterant ies, also in CIS-countries, Dubai, Hong- trade they are all were developed with Kong, and Mumbai. I’ve got a huge ex- due regard to requirements of usability, perience of brands well-presenta琀椀on in workability, security and brand book rele- exhibi琀椀ons. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS ADAMAHT’s Jewelry Factory exhibi琀椀on stand had two levels of 300 sq. m. of representa琀椀onal surface. It was designed with strong secure requirements to allow the exposure, storage of expensive jewelry and con昀椀den琀椀al nego琀椀a琀椀on process on two largest exibi琀椀ons JUNWEX Moscow and JUNWEX St. Peterburg. It had six mee琀椀ng rooms at 昀椀rst level, large selec琀椀on area at second level. The stand also had exter- nal showcase all round, internal showroom, bar and chill-out zone. On this page you can see it’s 3D-model. Credits: Design: Soldis Communica琀椀on Agency Moscow, 2011-2013 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS The stand feature is an implemented LED color-shift technology which provide effect opportunity of real-time gradient color changing of the walls of stand. It also possible print images on the sidewalls. The second level had not walls, they were fakes, imitated by decorated suspended structure. It takes 2 round days to build the stand. Assembling and storage: D’Arts advertising and production company Project manager: Alex Mikhaylov Moscow, 2011-2013 This photo was taken on JUNWEX Moscow-2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS On this page you can see 3-D model of the stand’s internal showroom and meeting rooms outlook. This area was branded using logo pattern on the walls and on the frosting glass. For merchandising of jewelry a very important feature is lighting. So, the showcases were designed with implementing LED array modules of cold white 3500K light to provide correct tint of displayed silver and gold jewelry. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS This photos of ADAMAHT’s stand was taken on JUNWEX St. Petersburg - 2012. And you can see how the 3D-model of internal showroom was built on a real stand. As a manager of the stand and immediate participant of the exhibition I can proclaim that the atmosphere of business approach and confidence was guarantee on the stand. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS On these photos you can see ADANAHT’s stand of itinerant trade where was possible to buy jewelry at retail. That stands were built on regional exhibitions along with main stand for B2B customers. Or were installed in different official areas as follows city hall, weekend market. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS For DORS Company I organized par琀椀cipa琀椀on in forums and industry exhibi琀椀ons all around the world. Forum is a main format of events for banking and cash handling market and also for self-service systems, where we can make a presenta琀椀on. The exhibi琀椀onal area of such Fo- rum is quite laconic and simple. I organized stands as open spaces with several roll-ups or pop-up for easy access from all sides to ATM bulky equipment. That photos were taken on IBEX India 2015, CIFTE-20015. Project manager: Alex Mikhaylov Shanghai, Mumbai 2015 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
EXHIBITIONS These is photos of Forum «Mul琀椀card 2016». This event is interac琀椀ve and en- able par琀椀cipants to share experience, ac- quire new knowledge, and generate new ideas and proposals. The forum is held for the third year and have posi琀椀ve feedback from the par琀椀cipants VISA, MasterCard, Samsung, SWIFT, as well as companies like Ingenico, DieboldNixdorf, DORS, NCR, INPAS, FinStream and others. Credits: Speaker: Alexander Ponomar, CSO of banking systems of self-service Project Manager: Alex Mikhaylov Sochi, 2016 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING n today’s buyer-empowered world I un- managed. Above all else I would like to Iderstand the needs for seize every op- direct your a琀琀en琀椀on on promo ac琀椀ons in portunity to build rela琀椀onships, generate support of product quality organized by goodwill and earn the trust of prospec- me on several exhibi琀椀ons for ADAMAHT 琀椀ve buyers and customers. The modern Jewelry Factory, LLC. With company best consumer wants more than a pitch when interests front of mind, I created a promo, making purchasing decisions. That’s why which ac琀椀vity base was the mainstay of events o昀昀er a unique opportunity for a two experiments in chemistry with pop- customer’s interac琀椀on with brands. stars par琀椀cipa琀椀on. The pop-stars make I do believe that event marke琀椀ng allready value judgments about the quality of jew- won the authority as an integral part of the elry exposed to chemical processes, which strategic combina琀椀on of o昀툀ine and online could damage it in case of low-quality one. communica琀椀ons and it would not be in re- Inherently in my background you can 昀椀nd treat. other promo ac琀椀vi琀椀es. All of them drove In this chapter you can 昀椀nd my por琀昀olio value on companies brand loyalty, brand of jobs, I had developed, organized and awareness and they posi琀椀ve authority. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING «Jewelry chains fight» was a promotional action which for the fist time took place on JUNVEX Moscow 2012 with participation of Russian pop-stars.The activity base of action was the mainstay of two experiments about the quality of jewelry exposed to chemical proccess, which could damage it in case of low quality one. And pop-stars make value judgements about the quality. On this photo you can see the announcement of the promo on a news ticker and attracted customers at ADAMAHT’s stand. Credits: Promoaction organization and management: Alex Mikhaylov Hosted by: MTV ex-Vj Anton Zorkin JUNVEX Moscow, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING Among the pop-stars participated in promo were Kiryll Andreev, Valdis Pelsh, Tutta Larsen, Natalia Bochkareva, Evelina Bledans, Karnelia Mango, Anastasia Makeeva, Honoured artist Anastasia Volochkova and People’s artist Mikhail Boyarsky. Every single one of them and one at a time judged the results of the experiments on his/her detached opinion, dealing with show host and numerous audience. Then photosession was occurred. JUNWEX Moscow, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING In the interim between action’s flights and pop-stars arrivals the video captured from the previous flight was screened on a video wall. Promo action «Jewelry chains fight» took two days. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING JUNVEX Moscow, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING The major result of «Jewelry chains fight» promo is grabbing attention of exhibition’s auditory and trade press via the quality attestation of ADAMAHT’s jewelry in the public spotlights. And also best practice to get media materials for other media channels like social media. In addition, the invited pop-stars draw attention of paparazzi, consequently following publications in various glossy magazines dedicated to them could contain our product placement and elements of brand for free that’s, in view of glossy magazines’s auditory on the whole interaction with our auditory, provide good post action results for a long time after. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING The promo琀椀on in support of a product quality of ADAMAHT Jewelry Factory, LLC. Physical and chemical experiments with jewelry a琀琀racted a large number of visi- tors and representa琀椀ves of the local press covering the event. Photo and video shots were free of charge, as well as further media publica琀椀ons. Exhibi琀椀on SibJeweler 2012. IEC «Novosibirsk Expocenter». February 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
PROMOTIONS & EVENT MARKETING Flyers distribu琀椀on, oriented to B2C segment, was organized by me nearby the points of sales (bou琀椀ques, branch banks ect). In my prac琀椀ce the occasional, spontaneous decora琀椀on (without ref- erence to any real celebra琀椀on date, anniversary or other) of shop- ping space with a toy balloons a琀琀ract a琀琀en琀椀on of customers and ensure sales. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP mong my executed works i’ve pionship 2011/2012. And on this dream Agot great sponsorship por琀昀olio. run the sponsorship contract was signed, Here is FC Zenit commercial sponsor- which become mutually bene昀椀cial. The ship. The objec琀椀ves of this sponsorship sponsorship was full昀氀edged, in all media were to build posi琀椀ve opinion about the channels the event was covered. ADAMAHT brand. It focuses on delivering ADAMAHT’s brand experience to the Apply ADAMAHT graphics to various lo- football goers - a quali昀椀ed target audience. ca琀椀ons in the stadium I wanted to engage Since your sense of enjoyment of some- people on a personal level with a focus thing is heightened once you’ve learned on lifestyle. Staduim displays will re昀氀ect more about it, the more you know, the the ac琀椀va琀椀on through imagery. Footbal- more you enjoy it, un琀椀l it becomes a pas- lers and famous FC Zenit fans as Mikhail sion. And a passionate football fan is no Boyarskiy par琀椀cipated in jewelry exibi- longer just a fan, they are an ambassadors. 琀椀ons, events and promo, commanding For FC Zenit club fans ADAMAHT Jewelry great a琀琀en琀椀on of fans, press and other Factory, LLC designed and produced sev- people too. As a result ADAMAHT brand eral collec琀椀ons of the rings, bangles, cu昀昀 awareness was increased, collec琀椀ons were links, 琀椀e clips with Zenit logo decorated. on sale during more than 3 month with The collec琀椀ons were on sale only in FC constantly follow-up orders. Zenit brand shops. It’s worth remarking that ADAMAHT had become a sponsor It was di昀케cult and intense job, bringing me when it was predes琀椀ned that FC Zenit will in full sa琀椀sfac琀椀on, giving me a treat and be the winner of Russian football cham- unbelievable experience. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ADAMAHT had become a sponsor of FC Zenit when it was predes琀椀ned what FC Zenit will be the winner of Russian championship 2011/2012. For FC Zenit club fans ADAMAHT Jewelry Factory, LLC designed and produced several collec琀椀ons of the rings, bracelets, cu昀昀 links, 琀椀e clips with Zenit logo decorated. They were not luxury mens collec琀椀ons, but very u琀椀lity with targe琀椀ng on low-middle income segment. ADAMAHT’s logo and graphic were implemented in a various loca琀椀ons of the sta- diums during football match games. St. Petersburg, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP In support of sales of the exclusive jewelry FC Zenit’s collec琀椀on, I organ- ized special event at industry exhibi琀椀on at JUNWEX St. Petersburg 2012. Fan zone FC Zenit on ADAMAHT’s exhibi琀椀on stand a琀琀racted a capacity crowd of fans and visitors. At fan zone was presented a replica of the UEFA Super Cup. All par琀椀cipants could take a picture with it, get to know all about the collec琀椀on.The zone was organized in such a manner that it’s not block the sales ac琀椀vity of whole stand. Credits: Organiza琀椀on and manage: Alex Mikhaylov Design: Soldis Communica琀椀on Agency ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP Mikhail Boyarsky, a famous People’s honoured Ar琀椀st, was Jewelry Factory ADAMAHT’s brand am- bassador and spokesmodel of ADAMAHT’s FC Zenit sponsorship. Mr. Boyarsky accepted to be our representa琀椀ve easily because he’s a well-known fan of St. Petersburg FC Zenit and north capital honorary freeman. He commanded great a琀琀en琀椀on of fans and press, turning heads of exhibi琀椀on vis- itors. He was tailed by the trade press and yellow press, so as a result we’ve got a lot of news hooks to write about it via social media, trade press, magazines, increasing the amount of the followers, building and enforcing brand posi琀椀on and percep琀椀on. Credits: Organiza琀椀on of event: Alex Mikhaylov in collabora琀椀on with Mr. Boyarsky’s producer St. Petersburs, 2012 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SPONSORSHIP ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM signage goes a long way in in昀氀uenc- thering its image. In this chapter you may Aing the customer’s buying decision. A 昀椀nd my por琀昀olio of the executed works in single glance at a signboard helps the cus- a 昀椀eld of Signage and POSM. Almost to all tomers to decide whether he has a step of my employees I organized and managed into the store or not. The signage should projects in this 昀椀eld. be interes琀椀ng and original enough to pull Bank signatures, way-昀椀nding and graph- the customers inside as a retailer can’t af- ic environmental; point of sales materials ford to loose even a single customer. for jewelry stores; entry lobbies and re- Signage and POSM give all necessary infor- cep琀椀ons; merchandising standards, dec- ma琀椀on about the store or o昀케ce, give the ora琀椀ons, this is all, are in my professional store it’s unique iden琀椀ty and help in fur- background. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ADAMAHT Chain Store, LLC is a retail unit of ADAMAHT Jewelry Factory, LLC. Its boutiques were placed in Moscow, St.Petersburg, Yaroslavl, Ryazan, Vladimir and other cities. Retail store had the form both of detached building and rented areas in shopping malls. For each ones, with regard to their specific and difference, I organized and managed development and installation of signages, POSM, way-finding and environmental graphics. In signages were implemented LED technology with letters back-lit exposure. I carried out instructions and shopping mall’s regulations rules by signages’s installations and went by the brand book exactly. Also I’ve got background in signage’s registration. Credits: Organization and management and issues’s solving in signage developing and installing: Alex Mikhaylov Design: Soldis Communication Agency Moscow, Rostov-on-Don, ect. 2012-2013 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
SIGNAGE & POSM At a retail in-store level, merchandising refers to the variety of products available for sale and the display of those products in such a way that it s琀椀mulates interest and en琀椀ces customers to make a purchase. In the retail stores whether it’s jewelry or bank equipment, I was charged with visual merchandising. When I was developing the strategy of visual merchandis- ing in many cases I solved the problem of promo琀椀ng individual collec琀椀ons. It’s important to make products in retail outlets available to consumers, primarily by stocking shelves and showcases. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR f course, the outdoor ad- outdoor ad, placed and covered Over琀椀sing market in recent historic buildings, to most ad- years has undergone signi昀椀cant vanced electronic media dis- changes and now it is very dif- plays, but in this chapter of my ferent from the period 2005- por琀昀olio you can see my works 2012. Ci琀椀es were cleared of an- of early period of outdoor ad in Moscow and regions, but only if noying constric琀椀ons, billboards. On the Red Square in Moscow provided that they were made you will not see anymore a as a part of complex works and huge Rolex’s brandmauer or outdoor segment appeared only enormous installa琀椀ons from small part of this complex pro- mo琀椀on. Louis Vui琀琀on. And I think it’s good. It’s a right way from giant Please, refer to them. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR In partnership with 100Krat, LLC within the scope of the run-up to G8 in St. Peters- burg in 2006 I was produc琀椀on manager at LBL.Print division of LBL.Communica琀椀on Group and I was in charge of all produc琀椀on loop ranging from the booking of orders to logis琀椀cs. Di昀昀erent press walls, presenta- 琀椀on stands, brandmauers etc. were pro- duced. Credits: Customer: 100Krat, LLC (www.100krat.ru) Taker: LBL.Print (h琀琀p://www.lblprint.ru) Produc琀椀on manager: Alex Mikhaylov Moscow, 2006 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR In 2005 Panasonic introduced its «Neighbors». The «Neighbors» was a unique multimedia project in its format for that time, which affected not only all existing types of communication, but also mass events, civil initiatives. The «Neighbors» is a virtual community of characters that represents a new, young and full of emotions, the appearance of Panasonic, within the framework of the branding strategy «Ideas for life». Panasonic supports the Neighbors project because the ideology of positive attitude to life and openness to new things is common for the company, all Panasonic products are focused on active communication and interaction between people. In 2005 I was production manager at LBL.Print division of LBL.Communication Group and I was in charge of production of brandmauers, city-format and POSM. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
OUTDOOR Unique production and printing capabilities of LBL.Print ( at that moment, year 2005) enabled produce the body-shape cutted promo characters, which lately participated in promotional events. I took responsibility to realise this project on a new and exclusive in Moscow of 2005 UV-printer. It was challenging to calculate with precision point of balance of figures, because all of six characters had enormous heads that said that support legs had to be as hidden ad possible. Customer: Panasonic Production manager: Alex Mikhaylov Moscow, 2005 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
IN SUMMARY n conclusion, I would like to note that all the assessment will be given for this period of my Iworks presented in this por琀昀olio would be a work. May I jog your memory that ADAMAHT waste of employers ‘ money without assessing in 2008-2010 years had his brand posi琀椀on in a the e昀昀ec琀椀veness of my adver琀椀sing compa- jewelry market as «pro昀椀teer of low-quality jew- nies, complex of works on bringing new prod- elry chains». Low-quality ones it’s because in a ucts to the markets and marke琀椀ng support for heads of merchants at that perion was only one their sales. That’s why at the end I talk about paradigm: «If vendor produce jewelry for low in- e昀케ciency and prove oneself with the numbers come segment customers, he cuts corners, save in my hands that a posi琀椀ve result has been expenditures by usung bad quality raw materi- achieved. According to the complex of works als of gold and silver’s a昀케nage.» It took 2 years performed, their dura琀椀on and complexity, per- of con琀椀nuous and ac琀椀ve work, re昀氀ected in this haps, the work at ADAMAHT Jewelry Facto- por琀昀olio, so that due to marke琀椀ng ac琀椀vity in all ry, LLC was the most e昀昀ec琀椀ve. Therefore, the media channels, to change this paradigm. ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
IN SUMMARY VI. Показатели деятельности, отражающие динамику развития компании Начиная с 2008 г., руководство компании приступило к реализации За 5 лет, начиная с 2008 года, открыто 9 новых салонов «Адамант». стратегии развития розничной сети «Адамант», направленной на зна- Ювелирная сеть «Адамант» ежегодно наращивает объемы продаж. чительное увеличение продаж фирменных ювелирных изделий и на Рост чистой прибыли позволяет компании успешно развиваться. усиление конкурентных позиций предприятия на ювелирном рынке. Количество магазинов ООО “Ювелирная сеть «Адамант» Финансовые показатели ООО “Ювелирная сеть «Адамант» 14 12 Дата Выручка, Чистая прибыль, 12 тыс. руб. тыс. руб. 10 10 10 9 2010 год 148 262 2 507 8 7 2011 год 233 271 9 329 6 2012 год 308 583 18 572 4 3 2 0 1 2 3 4 5 6 Net pro昀椀t’s growth of ADAMAHT Jewelry Retail Store over a period of 2010 -2012 when marke琀椀ng ac琀椀vi琀椀es were increased is re昀氀ected in this page. Comprehensive approach to the implementa琀椀on of the company’s development strategy allowed to demonstrate company’s epigene琀椀cs. And a part of the development strategy de昀椀nitely was brand posi琀椀oning and adver琀椀sing. Source: ADAMAHT Jewelry Retail Store annual report 8 Moscow, 2013 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
IN SUMMARY вести пробирного надзора вести пробирного надзора РОСТ БЕЗ РЫВКА состояние ювелирного рынка россии Диаграмма 4. масса изделий из серебра, опробованных и заклейменных в 2000–2013 гг. по итогам 2013 года информация по количеству и массе опробованных и заклейменных ювелирных изделий – индикатор состояния российского ювелирного рынка. все данные из государственных инспекций пробирного надзора стекаются в пробирную палату рФ, которая предоставляет их журналу «навигатор ювелирной торговли» в рамках информационного сотрудничества. данные об итогах 2013 года, об общих тенденциях последних лет в ювелирной отрасли и о лидерах российского производственного сектора – в нашем сегодняшнем материале. 1. В Таблице 1 представлены данные о количестве и массе опробованных и заклейменных золотых и серебряных из- делий за период с 2000 по 2013 год. Таблица 1. Данные о количестве и массе изделий из золота и серебра, опробованных и заклейменных в 2000–2013 гг.* Изделия из золота Изделия из серебра Всего: в т.ч. изделия ин. произв. Всего: в т.ч. изделия ин. произв. Год 4. В Таблице 2 представлен рейтинг российских изготовителей (по массе), предъявивших изделия в ГИПН в 2013 г. кол-во масса кол-во масса кол-во масса кол-во масса Таблица 2. рейтинг российских изготовителей (по массе), предъявивших изделия в гиПН, 2013 год млн. шт. тонн млн. шт. тонн млн. шт. тонн млн. шт. тонн ЗОЛОТО СЕРЕБРО 2000 9,74 24,60 0,26 0,70 7,56 35,44 0,73 3,40 № Изготовитель Изготовитель 2001 13,15 33,66 0,08 0,20 9,30 47,89 0,85 4,38 1 ООО «Столичный ювелирный завод» ЗАО Приволжский Ювелирный завод «Красная Пресня» 2002 17,63 42,70 0,11 0,59 12,19 60,37 1,66 10,09 2 ООО «Красносельский ювелирный завод «Диамант» ОАО «Красносельский Ювелирпром» 2003 22,09 55,72 0,19 0,95 16,51 87,60 2,86 17,80 3 ООО «Ювелирный завод «Адамант» ООО «Ювелирный завод «Адамант» 2004 26,94 68,48 0,40 1,66 21,43 121,83 4,32 28,03 4 ООО Костромская ювелирная фабрика «Топаз» ООО «Диамант-С» 2005 32,31 88,18 0,83 3,99 23,17 150,48 5,42 37,20 5 ОАО «Красноярский завод цветных металлов и золота» ЗАО «Интерсильверлайн» 2006 37,32 96,82 1,57 6,20 24,98 155,30 6,09 43,91 6 ООО МЮЗ «Камея» ООО СИДАН-М ПК 2007 48,51 130,32 2,85 11,74 32,79 223,24 8,12 63,70 7 ООО «БЮЗ» ООО «БЮЗ» 2008 46,68 126,92 2,78 10,39 41,97 268,83 10,65 79,90 8 ООО Ювелирный завод «Платина» ФГУП «Гознак» 2009 27,93 68,23 1,08 3,81 49,20 224,98 7,85 52,03 9 ООО «Аквамарин» ЗАО «Северная чернь» 2010 33,85 76,60 1,73 4,91 56,51 246,84 11,45 69,51 10 ООО «ЮК Эстет» ООО «Елизавета» 2011 33,77 77,00 2,06 5,70 49,91 193,17 11,06 58,41 5. В Таблице 3 представлен рейтинг российских изготовителей (по количеству), предъявивших изделия в ГИПН в 2013 г. 2012 38,47 85,94 1,93 5,01 50,88 199,23 12,23 57,97 Таблица 3. рейтинг российских изготовителей (по количеству), предъявивших изделия в гиПН, 2013 год 2013 43,52 107,76 2,63 6,18 51,02 211,59 15,19 66,71 ЗОЛОТО СЕРЕБРО № Изготовитель Изготовитель * Данные Пробирной палаты России 2. Для наглядности тенденции по золоту представлены на Диаграммах 1 и 2. Мы видим, что после кризисного 2009 года 1 ООО «Красносельский ювелирный завод «Диамант» ООО «Диамант-С» This diagrams from the information open sources www.njt.ru and количество и масса изделий из золота на российском легальном ювелирном рынке хотя и не очень быстро, но увеличива- 2 ООО «Столичный ювелирный завод» ЗАО Приволжский Ювелирный завод «Красная Пресня» ется. И 2013 год не стал исключением. Russian Assay Office illustrate that marketing and promotional 3 ООО Костромская ювелирная фабрика «Топаз» ООО «Ювелирный завод «Адамант» 16 № 3 (132) 2014 activities, powered by me, combined with the unification of all 4 ООО «Ювелирный завод «Регион-Кострома» ООО «Аквамарин» divisions of the company allowed ADAMAHT to take the top place 5 ООО «Аквамарин» ООО Производственная компания «Приволжский Ювелир» 6 ООО МЮЗ «Камея» ООО «НИКА» 7 ООО Ювелирный завод «Платина» ОАО «Красносельский Ювелирпром» as a manufacturer of gold and silver jewelry. 8 ООО КЮЗ «Золотые Традиции» ООО «Елизавета» Source: Magazine «Jewelry Trade Navigator» # 3, page 18 9 ООО «Ювелирный завод «Адамант» ООО «БЮЗ» Moscow, 2014 10 ООО «ЮК Эстет» ООО СИДАН-М ПК № 3 (132) 2014 18 ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING
IN SUMMARY am absolutely convinced that via my personal portfolio I was able to prove to You, my I potential employer, my strong competences and backgrounds in a field of advertising, PR and marketing. I do believe I can quickly think through, delve into your subject, into economic sector and its special aspects, should it be B2B or B2C markets or both,you are doing buisiness on. I keep up with the times, always increasing my competences by myself. And wish you could be interested in my candidacy for the middle/top management position in your Company. I am always ready to be contacted Mob.: +7-903-166-79-43 E-mail: [email protected] www.linkedin.com/in/mikhaylovaleksey/ ALEX MIKHAYLOV | ADVERTISING | PR | MARKETING