Cameryn Smith's Advertising Portfolio by Cameryn Call

CAMERYN SMITH account manager Cameryn Smith

Account Executive

Whatâ&#x20AC;&#x2122;s Inside...

Cameryn Smith camerynsmith23@gmail.com (801) 376-7243

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Manifesto Tauk Tour Women in Business Body Glove

Resume

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Taco Bell

CMNH Columbia Sportswear

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IQ Nutrition Baby Earth

Deer Valley

Manifesto

def. of [ca•mer•yn] (n): fulfills a variety of roles as a wife, daughter, student, athlete, & employee used as an (adj): Motivated, Skillful, Creative, & Friendly Known as Cameryn with a y throughout high school made me different. Soaking up the sun as a Cali girl and referring to a group of people as y’all in the Lone Star state has molded who I am today. I’m sweet and salty like kettle corn popping over a fire at a carnival. Running is my escape.I have a salt obsession but ironically I am a health nut. I speak spanglish and can whip out a mean batch of guacamole. The word nerd is one of the best compliments someone could give me. I find inspiration in the details of life. The crevice of an orange peel to a flicker of a star in the night sky. My eyes are always open to the new and creative ideas that roll my way. Advertising shapes who I am.

Cameryn’s the name, Brandings the game.

Education´

Resume

Brigham Young University, Provo, UT Lone Peak High School, Alpine UT 2009 Major: Communications, Advertising Minor: Business Management Major GPA: 3.85, Overall GPA: 3.5

Graduation April 2012

Experience Account Manager, BYU Advanced Advertising Lab, Provo UT Summer 2010- Present • Led teams of creatives, managers, and planners though research, planning, execution, and client pitches. • Worked on accounts for: Taco Bell, Tauck Travel, Columbia Sportswear, BYU Women in Buisness, and Children’s Miracle Network. Account Service Intern, What Will They Do Next, Austin TX June 2011- December 2011 • Handle documents: P&Ls, presentations, RFPs, vendor briefs, CLVs, and schedules. • Support Account Executives by research, assisting on client calls , idea generation, meeting notes, and creating supporting materials.

Waitress, Pizza Pie Cafe, Alpine UT • Helped Manage the new restaurant and supervised others when needed. • Handled gross sales and ran specific errands to the bank for the owner.

June 2010 - December 2010

Copywriter Intern, Amalfi Arts, Provo UT • Researched and formulated artists biographies • Scripted information to their online website and cohered it in a pleasing way.

May 2010-December 2010

Qualifications - MS Word -Prezi - PowerPoint - SPSS

-Excel - Google Analytics - Qualtrics - Mintel

Proficient in Spanish Language

- Final Cut - Blogging - InDesign

- Adobe Photoshop - Illustrator

SPSS Literate

The Task:

IQ Nutrition is a non-disclosure startup company. As a class, we compiled secondary research and sent out Qualtrics surveys. We then interpreted the data on SPSS and were able to tell IQ Nurtition our thoughts on execution.

Management Computer Skills Creative Computer Skills

IQ Nutrition Quantitative Research

My Part in this Project:

• I researched possible competitors of IQ Nutrition’s new product through secondary research sites such as Mintel. • I helped comprise a series of demographic and pschyographic questions to put in a Qualtrics Survey. • I was able to code the answers from the questions and put them into a data using SPSS.

Qualtrics Survey

Primary Research

Tauck Tour Company The Task: Came up with the strategy that Tauck Tours connects people and places with the promise of an inspirational travel experience with their sub brand Tauck Bridges.

My Part in this Project: • Developed breakthrough creative approaches through research and insight of consumer behavior. • Conducted ethnographies, focus group, and indepth interviews. • I organized our presentation and presented to the client in a professional manner.

The Problem:

• • • • •

What is most important while on a family vacation?

14 One-on-One Interviews 4 Recorded In-Depth Couple Interviews 3 Ethnographies (Day-in-the-Life) 1 Focus Group (7 Women Age 40+) 115 Respondents to Online Survey

Tauck Tours had problems differentiating themselves from their competitors. They did not know how to associate Tauck Bridges with the connection of generational gaps.

Insight: The swing group that makes up 62% has a profitable potential if Tauck Bridges is presented to them in a way that reassures that

their flexibility will not be compromised.

Insights

Tauck provides your family a travel experience no one will forget...

“I think the best bonding time is sitting at a table with the family and just talking about life. You talk about past memories and what’s going on with your life. There is a lot of laughter and happiness” -David Moon Families go on vacations to bond and experience

new things together. 11

Adventure & Surprises

Creative Brief What are we up against?

Families wanting to spend time together and get away but don’t have the energy to plan the whole trip. They want to relax and have a memorable experience that will last a lifetime.

What are we trying to do?

Increase awareness of the Tauck Bridges Brand within the family travel market.

What is the cultural tension we are trying to tap in?

The families we are targeting go on vacations at least twice a year. They are wealthy and well to do. What they are missing is that emotional connection between the older and younger generations. We want to connect them through an emotional experience that they will remember and cherish forever.

The Solution:

Sharing new experiences together is the most important when it comes to family travel, but being able to relax is also important. Relaxation can only be achieved when traveling is “stress free”. Therefore, Tauck needs to make it clear that relaxation comes with the Tauck experience because a Tauck guide will take care of the travel logistics and provide that “peace of mind”.

SWOT Analysis

Taco Bell Restaurant

Strengths

The Task: To makeTaco Bell appear to have a better quality on-the-go type of meal for any personality type.

My Part in this Project: • Used secondary research sites such as: MRI and Mintel to get facts. • Budgeted the money and created a media plan/ flowchart for the campaign • Helped concept the creative advertising and new media ideas.

•

We love different and different loves us--from the jock to the fashionista, the gamer to the musician - you’ll find them at Taco Bell, everyday.

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We may have lost some of our ‘spark’ in the last few years - we’re not that trendy and innovative QSR that we were born to be.

•

We serve more than 36.8 million customers each week in more than 5,600 restaurants in the U.S.

•

People see us as just another cheap and dirty fastfood restaurant

•

Our store sales haven’t been so hot lately.

Current Position: Taco Bell is just another cheap QSR the old toy in the closet, the gigapet of our era.

Desired Response: Taco Bell has the edge and energy to keep up with your changing lifestyle.

Weakness

Threats

Opportunities •

There’s a lot of room for market expansion, even within the core Taco Bell consumers.

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People sometimes view us as boring, safe, gross, or so last year, and a bad rep can be a killer.

•

QSRs are riding out this economic slump the best; we’re picking up even more customers who are ‘trading down’ from those fancy-schmancy restaurants.

•

Every business is feeling it, but we just have to say this economy is tough!

•

There are a whole lot of QSRs out there to choose from.

Creative Executions

TB Media Plan

Taco Bell is food for your crunch time so you can become _______________. Do more. Don’t settle. Don’t give up.

Alternative Media Photobooths

This is not just another campaign. It’s Taco Bell. It’s you. It’s different.

Focus Groups

Baby Earth

We had mother’s design what their ideal baby store would look like

The Task: Baby Earth used to be an online baby store. It is now opening its first retail store in Austin Texas. It provides eco-friendly and organic products for baby and mommy. We targeted to younger mom’s and strategized a plan on how to get consumers to the store.

My Part in this Project: • Conducted primary and secondary research • Gathered a competitive analysis and price comparisons • Researched baby boutiques • Comprised presentation to present to the client.

Drawing One:

Drawing Two:

The Problem: Baby Earth was losing profit from only being an online store. They needed help branding themselves in the world of baby retail. • Handicap scooter/wheelchair for mom’s • Toys on the strollers to distract kids • Changing stations and clean restrooms

• Map in front of the store easy to locate items • Hands on display and setup • A Baby Earth Superstore like: Walmart, HEB, and Target

Competitive Analysis Baby Earth

Buy Buy Baby

BIG IDEA

Babies R US

Pros: • Quality Products • Caring employees • Great potential for store concept

Pros: • Clearly designed sections • A variety of products • Higher quality products • Set up a baby’s room

Pros: • Easy to see sections • Stroller friendly • Have their own product line

Cons: • Lack of execution of ideas • Too few employees • Hidden class information • Warehouse feel

Cons: • Floor to ceiling stock • Higher volume of lower end products • Cluttered store • No to little personal customer

Cons: • Cheap in quality products • Grocery store/ Walmart feel • Less personal service • Some areas with floor/ceiling stock

From our research we new that mom’s want the best for their kids. First time moms are willing to soak up anything educational to help with the healthiness and overall good for their baby. By integrating these two concepts we were able to smash a creative brief that was out of this ball park.

EVENT

Women in Business

The Task: Our objective for Women in Business was to attract freshman and sophomore girls in taking a pre-req course in the Marriott School.

My Part in this Project: • Conducted primary and secondary research. • In charge of moderating focus groups. • Helped bring ideas to the table for constructing a branding brief. • Came up with slogans for Women in Business and creative ideas to execute ex: flyers, print ads, banners, and t-shirts.

The Problem: There is a shockingly decrease in number of female applicants into the busines program at Brigham Young University.

• This event includes speaker Emi Dalton Edgley, daughter of Young Women General President Elaine S. Dalton to address the topic of Women in Business. Emi graduated with a business degree and worked for years at Franklin and Covey and MCI WorldCom. She is also 2011 Utah State Young Mother of the Year. • At the event we will briefly explain the new pre-requisite classes for the business program and then divide the women into groups.They will rotate to four ‘experiences’ that coincide with the pre-req business classes: accounting, information systems, finance, and marketing. • Booths will be set out with free food & giveaways, conselors helping to work with your schedule, and networking with women who are currently in the business world.

Core Desire:

Children’s Miracle Network Capstone Class

According to Abraham Maslow and his well-known hierarchy of needs people need to reach a point of self-esteem in their lives. Helping others in need, especially people with whom they are affiliated, allows them to fulfill that fundamental need.

The Task: • Create trust in CMN • Inform public of CMN and what it does • Emphasize that with CMN your money stays locally • Motivate public to donate

My Part in this Project:

• Executed ideas of guerilla marketing. • Made a storyboard TV spot for our CMN commercial. • Conducted one on one interviews and secondary research through Mintel, ProQuest, EBSCO, MRI+SDRS,& LexisNexis. • Helped make our book and wrote body copy for our ideas.

The Problem: Despite CMN’s large presence, it is relatively unknown compared to other children’s charities in the US. While some people recognize CMN’s hot-air-balloon logo, they do not understand who CMN is and what their focus it.

Universal Truth: People feel that helping others makes them a good person. A personal connection will provoke increased action. Visualizing a child missing from their daily activities creates an emotional connection.

Strategy Statement:

By sharing stories of children who are missing out on life’s experiences we will demonstrate the “Miracles in the Making” that CMN is bringing to life, gain the communities trust and show how CMN is the medium by which people can obtain self-fulfillment and make a difference in the lives of those within their community. 24

Guerilla Advertising

Traditional Advertising

Grocery Store Promotion We will implement five different stations located throughout the grocery store. The stations will promote the story of a local CMN child. The five stations include: produces, perishables, diapers, frozen food, and his/her favorite candy. By the time a customer has walked through the store they will know who Aiden is.

Print Advertisement CMNH Commercial

Billboard Advertisement

The Take-Away Upon checking out the cashier will ask if they saw Aiden’s story. Then the cashier will give the customers a handout of Aiden and ask, “Do you want to help bring Aiden home by donating to CMNH?”

The billboards will be another reminder to show that these children are missing from their lives and are instead at the hospital. There is a possibility to partner with one of their big sponsors to cover costs (i.e. Six Flags, Dairy Queen, & IHOP.)

Deer Valley Spot

Scene: 4

Camera zoom out to see skiers from side of hill coming out of the trees to join sychronized skiing group. The start a Vformaion

Fat man tilts ski lift by looking over at Deer Valley logo. Skinny man slides close to Fat man. Skinny man tries to look over but can’t see anything.

Camera zoom out to view both skiers Skier 2 joins Skier 1 from behind in motion with Skier 1

Both are left slightly mesmerized and are still sitting close. There is an awkwardness. Skinny man scootches over to opposite side

Briefly show two men on ski lift

Scene: 8

Scene: 3

Scene: 2 More skiers join from opposite side to create Deer Valley logo

Team Member: Jessica Porter

Scene: 7

brand model and creative brief coincide.

Camera zoom in on Skier 1 jumping from ledge onto fresh powder

Scene: 5

• I worked in pairs to develop creative concepts and big ideas. • I learned different elements of creating campaigns and the pressures of developing a creative idea with “legs.” • Became an expert with InDesign, Illustrator, and Photoshop • Was able to see the big picture by understanding how the

Scene: 1

As an enthusiast for great creative work, I took a Creative Concepting class to better understand the creative teams I will work with in the future.

My Part in This Project

throughout, swelling at the dramatic parts.

Synchronized Skiing

Scene: 6

Creative Concepting

Audio: Refined Classical music plays

VO: Deer Valley, an experience you will never forget

INTERACTIVE POSTER

Big Idea: Columbia Sportswear helps push you in any adventure or on any terrain.

Columbia Sportswear

Strategy: Have Columbia Sportswear put on marathons in once-in-a-lifetime locations to show how well their products hold up in extreme conditions.

PRINT ADVERTISEMENT

Out-of-Home Advertisment

PRINT ADVERTISEMENT

sport you do, Body Gloveâ&#x20AC;&#x2122;s brand will fit your style like a glove. Strategy: To show each water athlete in their element, wearing the Glove on their hand to promote better brand recognition.