targeted marketing and communications
Principal Carolyn Gould founded DIRECTIVES/edirectives: Target Marketing and Communications somewhat serendipitously--many of the avid readers of Catalog Age and DIRECT asked for her help when they learned she had left publishing.
Since then, her management, marketing, and creative consultancy has established a reputation for devising and implementing innovative, collaborative and cross-disciplinary solutions to complex issues facing today’s consumer and businesses-to-business companies.
Long before the term multichannel marketing was coined, Gould worked in multichannel environments, demonstrating to clients how cross-channel shopping behavior builds customers whose combined allegiances create stronger bonds to marketers than single-channel shoppers.
DIRECTIVES/edirectives has also sought to build customer retention and increased value in other, non-conventional ways, for example, developing an unannounced loyalty programs with retailers and magazine publishers that rewarded best customers with a year’s subscription to a topically and demographically targeted magazine. Study after study proved that those unannounced premiums regularly produced a 15% increase in subsequent purchases among best customers.
Prior to forming her company, Gould was the editor of CATALOG AGE (now Multichannel Merchant) magazine and founding editor of DIRECT. She is a frequent speaker at retail, internet, direct marketing and other trade association conferences; writer of several seminal articles on customer-centric and database marketing; and holds a doctorate from the University of Oregon.
Together with David Shepard Associates, she conceived of, produced and marketed the CATALOG AGE REPORT, the first, comprehensive survey of catalog marketing trends and practices. Gould was also instrumental in founding and conducting the prestigious AMERICAN CATALOG AWARDS.
Gould has lectured extensively, including work at Yale University, University of Oregon, Temple University, Simmons Graduate School of Management, Indiana University, Laboratory Institute of Merchandise (NYC), Parsons The New School for Design, among others. Her background also includes experience in the consumer magazine field as editor of NEW HAVEN and HARTFORD city magazine and in fundraising as a freelance grants writer and not-for-profit specialist.
A recipient of the prestigious Deutscher Akademischer Austauschdienst (DAAD) fellowship and Fulbright nominee, Gould is a member of Phi Beta Kappa. Professional associations have included the Direct Marketing Association, New England Mail Order Association, and the Women in Direct Response Group.
Gould is also a member of the Marketing Executives Networking Group (www.mengonline.com).
At the Penrith Olympic Rowing site in Australia with team mates from left--Wendy Mattie, Eleanor Flannery, Carolyn Gould, and Kayla Western (www.phillydragonboat.com).
She founded the Saturday Soup Bowl at St. Mark’s Church, which serves the homeless in Philadelphia’s Center City. An avid hiker and outdoorswoman, Gould represented the USA in 2007 at the International Dragon Boat Federation World Championships in Sydney Australia, where TEAM USA won the prestigious Nations Cup, and in Berlin in 2005.
Gould also served on the board of the Friends of Myles Standish State Forest and was the founding vice chair of the South Eastern Massachusetts Pine Barrens Alliance (SEMPBA), both in Plymouth, Massachusetts.
To qualified, interested companies, a confidential list of clients is available. Please CLICK HERE.
Extensive experience in all forms of writing, copywriting, editing, and content development, including:
Consumer and Business Publications
Business & Technical Writing
Corporate Training & Academic
8042 (c) Dennis Gould, 2008
In addition to the group of talented graphic artists and freelancers in directives/express, Gould has worked closedly and collaboratively over the years with a number of other consultants, including: