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BRAND Ne STRATEGIST TOLL FREE!
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WORK EXPERIENCE JWT, Account Management Intern (Summer 2010) Worked closely with senior executive teams to develop communications for Bloomberg. Developed branding and launch plan for Food For Thought, a not-for-profit organization to support the World Food Programme’s school feeding program.
Sage Island Interactive, Account Executive (2007-2009) Managed multiple client accounts and development projects while working with internal production teams to deliver cohesive marketing campaigns through various online media. Focused on website development and online marketing strategies such as SEO and SEM to grow and promote brands online.
The Schwan Food Company, Customer Development Specialist (2006-2007) Utilized door-to-door consultative selling techniques, and developed sales programs to acquire new, higher quality customers which increased revenue for daily routes by 75%. Worked with CEO and executive teams to develop new sales force.
Quality Education M.S. Creative Brand Management (CBM)
Virginia Commonwealth University (VCU), Richmond, Va Current GPA: 3.8/4.0, 2009-Present The CBM curriculum includes many of the core fundamentals of a traditional MBA program while adding an emphasis on creativity and collaboration. Teams work together to develop brand and communication strategies to solve real-world business problems.
B.S. Marketing Management; Global Business Minor
Virginia Polytechnic Institute & State University (Virginia Tech), Blacksburg, Va Overall GPA: 3.6/4.0, 2002-2006
Values+ Enthusiastic, passionate, curious, humor, practical, quick learner, p e r s i s t e n t , sharp, resourceful, humble, integrity, surprising, receptive, leader, tenacious.
Software Windows 7 Microsoft Office Apple iWork Adobe InDesign Adobe Photoshop
C e r t i f i c at i o n Google
AdWords PROFESSIONAL
LIFETIME GUARANTEE!
Interests International travel, live music & concerts, local arts events, musicals, art, food, culture, dancing, painting, board games, pyschology, community outreach, reality television, popular culture, movies.
THE SITUATION
These consumers are the foodies, who care about the ingredients of their foods, the people who take vitamins, and the people who share more intellectual interests. We can reach these witty and educated consumers by tapping into these evolving trends. Since the ingredients of products resonate with this audience, they will respond with curiosity and interest towards the rebranding efforts of Aussie.
The hair care industry as a whole is saturated and uses naming as a source of product differentiation. This leads to the development of manufactured needs and the over-promising of product benefits. Aussie tries to play in this war of semantics, but does not communicate actual value propositions.
STRATEGY OPPORTUNITY As a smaller player in the P&G family of affordable hair care, Aussie attempts to use quirky humor and a tie to Australia as key differentiators. In actuality, the only thing exotic about the Aussie brand is the unique ingredients, as the product is neither manufactured nor sold in Australia.
Tell a brand story as unique as the ingredients.
Grow Aussie’s relevance by moving beyond semantics to differentiate by highlighting the unique Australian ingredients.
Target Audience
By focusing on a higher educated group with a slightly higher disposable income, we can tap into a growing market trend of consumers who care about the makeup and origin of the ingredients in products.
KEY INSIGHTS The story behind the product builds consumer buy-in and loyalty. Existing Aussie customers share the same values as the brand: practical, witty, smart, down to earth. They also resent the pressure to fit a more mainstream youthful and trendy image.
THE CREATIVE Australians had beautiful hair, until we stole it. The stuff for beautiful hair grows exclusively in Australia. They used to have it all, until we stole it. Nobody knows for sure how it was stolen, but everybody knows that it's in Aussie.
PACKAGING
60 Sec Radio Spot
PANDORA TAKEOVER
How was great hair stolen from Australia? No one knows for sure. But one thing everyone can agree on is how great their hair used to be. We're talking about hair so stunning that the dodo birds across the country dropped dead, one by one with awe. Hair with the natural beauty of, nature. Hair so beautiful that no Australian ever felt the need to invent anything. Except the boomerang. Speaking of the boomerang--why do you think it chooses to return faithfully to its thrower? Because. Even an inanimate piece of wood couldn't bear to be apart from such. beautiful. hair. And while no one knows for sure how great hair was stolen, we do know where to find it now--in bottles of Aussie shampoo and conditioner.
Team: Creative Technologist: Mary Toves, Communications Strategist: Emily Bennett, Copywriter: Julian Tippins, Art Director: Sarah Kraus, Art Director: Nathan Nowinowski, Creative Brand Manager: Amanda K. Rue.
THE ASSIGNMENT Develop a small kitchen appliance innovation. Incorporate all the elements of product development including design, brand, retail and go-to-market strategies.
KEY INSIGHTS Functional Innovations
PHASE 1 RESEARCH
The noise that surrounds the home often goes unnoticed, but has harmful psychophysiological effects.
The initial research phase included analysis of the following: industry, history, market conditions, competitive set, consumer behavior, and cultural trends.
AEG/Electrolux Noise Report 2007
The kitchen isn’t just about cooking - it’s the hub of the home. Kitchen appliance noise is a necessary evil to signify that it’s working. “Value added” in SKAs is style and design.
Cooking Behaviors
HOW: That’s why we give at-home-cooks a way to reduce the disruptive noises in the kitchen that normally interrupt their lives. WHAT: We do that by crafting our line of silent small kitchen appliances with aerodynamic design, efficient seals, soft motor mountings and sound absorption materials.
POSITIONING
CONCEPT
Amidst a constantly disrupted world, we craft quiet in the kitchen.
Reduce harmful side effects from noise in the home by bringing harmony to the kitchen.
PHASE 2 Emerging Technology
WHY: We believe disruptive noises from kitchen appliances add unnecessary stress to the home.
MARKET OPPORTUNITY
- A food processor is loud enough to cause hearing loss. - 4 in 10 believe the noise of equipment in the home is one of the curses of modern life. - On being given the choice of a standard appliance or one that made half the noise at a 10% price premium, around half would go for the quieter, more expensive option.
BRAND CONVICTION
Courteous Cook: A full line of silent kitchen appliances designed to complement your lifestyle by not interrupting your life, but complementing it seamlessly.
BRAND
MANIFESTO
White noise. Ambivalent sound. Stop and listen. Sounds you’ve never noticed. Noises you’ve never heard. It’s the buzz of the world around you. Creating another layer to the fibers of your senses, it exists as another element that adds to the bustle of your life.
We want to be one smaller piece of the interference. Remove one element with the introduction of another. An appliance that stops increasing the chaos and lets you live your life with a few less decibels. Welcome to the world of the Courteous Cook, where we want to stop disrupting your world so you can enjoy the quieter moments.
: PHASE 3 DESIGN
During the brainstorm phase, it was important to pull inspiration from a variety of sources such as museums, nature, and design trends. Here we generated seeds of ideas, found sources for inspiration, and evaluated technology needs. The concept generation phase allowed us to determine form, function, and features specific to the product. Here we also started considering manufacturing costs.
BRAINSTORM
CONCEPT GENERATION
CONCEPT REFINEMENT
IDEATION
CONCEPT DETAILS
TEST AND REFINE PROTOTYPE
PRODUCT PRODUCTION
PROTOTYPING *Sources: IDEO, Hamilton Beach, William Kang/Designer for Prepara
Product Design The final product design made sure to include elements of silence so that the key differentiators of the product are clearly infused with the product. We opted for a light signal to communicate when blending finishes. Overall the product capitalizes on emerging market trends while tapping into a fertile market opportunity. The product has potential for mass
appeal and allows the company to patent soft motor mounting technologies. Additionally, the design communicates the matched benefit of silence.
PHASE 4 : GO-TO-MARKET
STRATEGY Prior to developing the go-to-market strategy, we looked at the brand customer experience path. The elements that we are able to influence through communications occur when the customer questions our conviction, when they are engaging with communications, and when they are starting to trust the brand's convictions.
DISCOVER BRAND
QUESTION CONVICTION
ENGAGE WITH COMMUNICATIONS
TRUST BRANDS CONVICTION
BUY & USE PRODUCT(S)
KITCHEN EPIPHANY
Communication Objectives & Messaging From looking at the customer experience path, we can then determine communication objectives. To achieve the objectives, there are four key messages that aid in building brand equity and trust.
In all communications, the creative should be simple, modern and concise. This is the culmination of minimalism and function of the product. The tone should be supportive & empathetic, informative & concise, confident & bold, and high-end.
CHANNEL
GOAL
EXPOSE NOISY KITCHEN PROBLEM
ANNOUNCE COURTEOUS COOK AS SOLUTION
EXPLAIN SIMPLE DESIGN
DEVELOP BRAND EQUITY
WE EMPATHIZE WITH KITCHEN EXPERIENCES
WE’RE A NECESSARY UPGRADE
WE’VE ADDED VALUE BEYOND FUNCTION
WE DIDN’T SACRIFICE QUALITY
EXAMPLES
% OF BUDGET
Point of Purchase
Illustrate Benefit, At-a Glance Understanding
LED screens Audio set up SKUs in non-kitchen departments-baby section
30%
Television
Boost excitement, Build Trust, Reverse Suspicion
Food Network, Morning broadcast, HGTV Brand Campaign featuring 1 product at a time Morning routines are disruptive and chaotic enough
25%
Build Trust, Focus on Technology to Reverse Suspicion
Gourmet, Real simple, Parenting If you can silence a gun, you can silence a blender. Form, Function, Volume
10%
Radio
Showcase Benefit
Leverage audio-sensory xperience Question the sound of silence
5%
Digital
Prove Technology and Design, Gain Trust
Video banners driving to microsite Video tutorials act as a reference for explaining technology
5%
Product Placement
Showcase Function and Benefit
Find brand ambassadors in that already have followings Hell’s Kitchen, Top Chef, Modern Family
10%
Trade Shows
Hands-on Testing, Attract Bloggers
Consumer Electronics Trade Shows Miami, Aspen, Salt Lake City
5%
NonTraditional
Consumers experience the product
Pop up smoothie stands in high-performance markets Sound chambers Cater silent dance parties at the MomA
10%
: PHASE 5 RETAIL STRATEGY Initially, the product will be launched on QVC. Since the product's proof point is audible, the ability to demonstrate the product is pinnacle for success. A product launch on QVC also allows for instant customer data such as product feedback and top DMA's for distribution. After demand increases, the product will be available through department stores, specialty stores, mass-retailers and online.
DEMONSTRATE DEMAND
DELIVER
Team: Brand Managers: Abbey Dethlefs, Amanda K. Rue, Lisa Scotti, Rory Shallis, Kyla Wagman Product Designer: Nick Sorrell, Creative Technologist
n n i w h c S
CREATIVE BRIEF
Schwinn WHAT IS THE OBJECTIVE OF THE ADVERTISING? Spark nostalgia for parents with young children to remember the freedom of their first bicycle. The communications should motivate parents to create the same feeling for their children with a Schwinn bike.
“The hardest part of raising a child is teaching them to ride bicycles. A shaky child on a bicycle for the first time needs both support and freedom. The realization that this is what the child will always need can hit hard.” ~Sloan Wilson A child’s first bicycle is more than just a toy; in fact in the child’s mind it’s not a toy at all. This bike moves them up in the world. It’s not their neighbor’s, their cousin’s, or their brother’s…it’s their own. The evolution of getting around begins with plastic big wheels, they then move to a tricycle, then a hand-me-down bike with training wheels, to finally what they have been wait so long for…their first big kid bike. The child waits for this moment. It’s a huge deal in their life and a rite of passage. This transition is so big that the bike is usually given for the child’s birthday or for Christmas. It’s special and it’s a milestone that parents can share with their children.
WHO ARE WE TALKING TO? Kids
Who is Schwinn? Schwinn is a classic American company that is a cultural icon through shared experiences, history and tradition.
WHY ARE WE ADVERTISING? To sell more Schwinn kid bikes, specifically children between 3-12 years old.
We want Schwinn to be the first bicycle that gives kids their first taste of freedom. These kids are riding in their backyard and burning tracks into the grass. They are exploring their neighborhoods and viewing the world on their own for the first time.
Parents
Communications will speak directly to the parents. Because Schwinn was the bike they first learned to ride on, they want to pass this along to their kids. It is a rite of passage that only Schwinn can own.
WHAT INSIGHTS DO WE HAVE ABOUT OUR TARGET THAT WILL HELP US? 1. Your first taste of freedom is leaving the driveway on two wheels. 2. A “big kid” bike is your own, not a hand-me-down. It’s the bicycle that you grew up on. Schwinn was there when you took that first pedal by yourself. They were there when you graduated from the driveway to the sidewalk. Schwinn was there when your bike became your ultimate source of freedom and adventure. The experience of riding throughout the years epitomizes Schwinn bicycles.
Schwinn
STRATEGY
Give Your Child Their First Taste of Freedom
THOUGHT STARTERS 1. Everybody can share a story about when they first learned to ride a bike. 2. A child’s first real “big kid” bike is a rite of passage. 3. Learning to ride a bike is a life lesson. If you fall down, you have to get back on and keep trying.
OBJECTIVE Navigate brand collaborations that will move Threadless beyond t-shirts. As Threadless begins to expand beyond t-shirts, there needs to be a comprehensive plan to stay true to the brand while applying their methods to new partnerships. Threadless has already developed partnerships with four major brands: Griffin Technology, Dell, Havaianas, and Thermos. This is a great exploration for Threadless and opens up new opportunities to a larger consumer base.
COMPETITION Threadless plays in a extremely saturated market of graphic t-shirts. While the business model and appreciation of the community provides wild successes, it is an easily replicated business model. Design by Humans, Snorg Tees, Busted Tees and many other smaller competitors participate in the independent t-shirt arena.
COMMUNITY Threadless thrives on the community and knows and appreciates this. Most marketing strategies are digital so they are extremely cost-effective and highly engaging with the target audience. They move beyond just creating an online community to developing a thriving online neighborhood.
THE CREATIVE
DEMONSTRATORS This audience refers to those who may not necessarily make the designs for Threadless, but appreciate and wear the artwork. They enjoy knowing that they are supporting an independent artist. They are constantly searching for connections with like-minded people and find some of these connections on the internet. This group of people is 18-34 year olds who consider themselves creative and are not afraid to appear unconventional. They are young, hip and culturally aware. This audience makes up about 19.5 million people and skews slightly female (52%).
THE CREATIVE
DYNAMOS
The designers are much more active on the site. They submit work, critique other’s work and vote on designs. Their level of involvement is core to Threadless’ success. Artists participate for a variety of reasons. While money and creative outlet were high on the list, it was clear that artist recognition was superior. Threadless serves as a platform for these artists to showcase their work. It is a third party resource that increases validity and builds a reputation for the artists.
1. 2. 3.
Creative Demonstrators express themselves through what they wear and fit in by standing out. No company has successfully harnessed the power of crowd sourcing for mass appeal. Creative dynamos express creativity through design while creative demonstrators express creativity through the designs they wear. Both creative dynamos and demonstrators look for fresh, original and creative designs.
1. 2. 3.
For many people, their first interaction with the brand will be through a collaboration with a larger brand. Going mainstream requires mass appeal that may decrease creative risks and originality As the community grows, the likelihood for exposure decreases.
POSITIONING THREADLESS CHAMPIONS FRESH DESIGNERS
INTERNAL STRATEGY IDENTIFY & PROMOTE FRESH DESIGNERS MOST WORTHY OF APPRECIATION.
INTERNAL TACTICS Weekly Showcase of Fresh Designers (Staff and Community Chosen)
-A weekly showcase of fresh designers within the Threadless community.
Scholarship for Upcoming Designers
-An annual scholarship competition designed to provide opportunities for upcoming designers.
Revamp Bestee Annual Awards Ceremony
-Improvements to the existing Bestee Awards Ceremony to truly champion the designers.
PRODUCT STRATEGY
PARTNER WITH BRANDS THAT ALLOW THE ARTISTRY TO SHINE THROUGH Jansport Hallmark Corelle
U s e R et a i l S pa c e To Te l l The Thread less Story
Interactive Displays In Target An interactive display that allows store customers to discover the artist story behind the Threadless Thermos’ and introduces them to the Threadless website.
Ensure Equal Display of Threadless & Partner Brands Highlight the partnership with Threadless so that the first impression with Threadless is positive.
CUSTOMER STRATEGY CUSTOMER TACTICS SHOWCASE STORIES THAT ENHANCE CUSTOMER APPRECIATION
QR CODES ON ALL COLLABORATION PRODUCT PACKAGING QR codes direct customers to additional information about the design, inspiration and the designer.
IMPROVEMENT TO EXISTING PROFILE PAGES
Simple improvements that allow for support of designers, not just designs. This includes artist “likes” and the ability to view artists that you appreciate. Website users can then easily access their favorite artist’s new work, blog entries, stories, and their favorite artists.
INCENTIVES TO NEW CUSTOMERS FROM COLLABORATIONS Discounts and promotions directed to customers who are introduced to Threadless through a collaboration project.
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