Askov Finlayson
My role as marketing manager at Askov Finlayson was to act as a one-man marketing team at a small business. We made apparel designed for life in the North and sold it in a destination retail location alongside a curated lineup of likeminded brands. In my position, I drafted and managed the brand marketing calendar, created and published all social media content, photographed lifestyle visuals and ecommerce product shots, wrote countless lines of copy, designed print and digital ads, planned events (yes, I actually planned and executed a meat raffle), managed media relations, and many other duties as assigned. If I didn’t know how to do something, I had to quickly learn how to do it well. We built our brand with a foundation of enjoying the outdoors in all seasons, having a sense of pride in being from the North, being climate-positive with the environment in mind, and that there is no bad weather, only unsuitable clothing. In my time at the company, I was able to elevate Askov Finlayson from local company to national brand, drive sales in our retail location and on our website, and benefit an environmental non-profit with an important mission.
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Featured campaign: Small Footprint, Big Impact. Instead of having a sale on Black Friday, we wanted to give back. Our belief was that our customers would have more motivation to shop with us during the busiest weekend of the year if they knew they were they were making a positive impact with a good cause. So in lieu of deep discounts, we donated a portion of sales to Climate Generation, a nonprofit partner that uses education to battle climate change. The result was one of the company’s biggest weeks to date, both in regard to sales and dollars donated. We knew our customers well.
Kurt Stafki 