Megan Hailey Communications Strategist
Music makes the world go round. At least it does mine. All my life music has played an important role in my development. Since I began singing and playing the piano at age 6, music has been my escape from the world to a place where emotions rule and the rhythms calm my heart. Music allows my creative side to take center stage and grow. Music inspires me. It is my passion and flows through my body. Music has touched me in so many ways. But, as I’ve grown and strengthened my advertising skills, I’ve become aware of how music has made me more strategic. The emotional chords that draw me to music are as essential to a timeless song as they are to memorable and brand-changing advertising. Music can cross many boundaries; mostly because it strikes such strong emotional chords. As a planner I am aware of the essential need to understand the target’s emotional responses and triggers. Without this knowledge messages are useless. Though each composer wrote their songs with an intention, each time I play their songs I play it with my own interpretation. And for each new project I approach, there’s a new interpretation. I believe that no one research method works every time, and there is no “one size fits all” message. I like to try to find new ways to reach a target; in order to get what gets them. I want to share with you what gets me; what inspires me. With each project I’ve provided you with the song that motivated me during the project, inspired the insight, reminded me of the target, or helped create the big idea.
1209 E. Main St. #12 Richmond, VA 23219 megan.hailey@gmail.com theroadmistaken.blogspot.com 757.561.6167
Education
Megan Hailey
VCU Brandcenter, M.S. Communications Strategy, May 2008 Virginia Tech, B.S. Marketing Management Minor, Global Business, May 2006 • Management Study Abroad : Japan and Hong Kong, Summer 2005
Strategic Planning Freelancer, Spurrier Media Group, Richmond, VA: October 2007 - Present • Project-based planner for Ariel Preferred Outlets client (Outlet Mall Chain) • Observed consumer lifestyle trends by analyzing the communities around current and future locations • Increased outlet traffic by 12% within first 6 months
Strategic Planning Intern, Element79 Partners, Chicago, IL: Summer 2007 • Assigned to Propel Fitness Water, Gatorade, and new business pitches • Developed research tactics and strategic insights for the product launches of G2 and Propel Invigorating Water • Created a “Life Beyond the Briefing” program developed to keep communication within teams flowing throughout a project • Ate way too many Chicago deep-dish pizzas
Brandcenter Communications Strategist, UNICEF’s Tap Project
• Only school offered the challenge of launching the first nationwide effort of the Tap Project • Estimated to have raised close to $45,000 • Adapted a nationwide strategy to the city of Richmond through local restaurants and community events • Secured free media in print, radio, and web and acted as laiason between vendors and sponsors
Brandcenter Communications Strategist, Jim Beam’s DeKuyper Line • One of 5 teams, out of 5 schools, working on this global campaign • Constructed a campaign to increase at-home mixing and brand awareness • Strategic insight was inspired by an upcoming local art festival and the community’s rally behind it
The Megan Factor: • Open-Minded MilitaryBrat: Adapting to new cultures and generating relationships is pretty easy for me. I don’t walk into situations with preconceived notions. I’ll come in with lots of ideas, but no judgments. • Practice Does Not Make Perfect: Years of soccer and cheerleading taught me to keep pushing. You can never be too good. But, if you combine passion with practice, you will always produce positive results. • Lover of the Stage: Being in the spotlight doesn’t scare me. It exhilirates me. With over 200 vocal or piano performances under my belt, I’m comfortable in front of almost any crowd.
Business Snapshot
The Ripple Effect:
When the Brandcenter eagerly took on this project, we were on a tight timeline. We received the project about 2 months after the other participating agencies and had 2 months to contact media, set up events, create wild postings, a website, guerilla and print campaigns, and sign up restaurants. We got it done! And the results and feedback from the community were fantastic. It’s estimated that the city of Richmond raised about $45,000 between March 16-March 22 (World Water Week).
Megan’s Mini-Brief Problem: Millions of children around the world are dying daily because they lack clean drinking water Objectives: 1. Adapt a nationwide UNICEF strategy to Richmond, VA 2. Commit 80% of Richmond City restaurants to The Tap Project Target: 1. “Out and Abouters” - 25-60 years old 2. College students - Richmond is surrounded by 3 universities (one of which is the state’s largest university) Strategy: “Tap” into Richmond’s love for its culture and festivities Track 1: Hey Now - Augustana
The Megan Factor: As one of the leaders of 45 classmates, I was the liaison between media, sponsors, vendors, and event organizations. I also led a team of 11 strategists to develop ways to adapt UNICEF’s strategy to Richmond, VA
The Print:
Circulation: 1,037,828
Circulation: 21,000 Readership: 60,000
Circulation: 45,000 Readership: 177,924
On 1200 newstands across Central Virginia Circulation: 183,956 Readership: 359,800
Events and TV:
Virginia This Morning: Showcased a Tapaffiliated restaurant chef and menu
The Richmond Kickers vs. DC United Soccer Game: Included a fundraiser with equipment signed by both teams.
Multiple sound bytes
Morning news interview with VCU Brandcenter students Multiple sound bytes The 1st Midnight Movie of the Year: Jaws
Megan’s Mini-Brief
Problem: illy lacks any prominent marketshare • In the United States because of the plentitude of competitors • In Japan because tea is the primary beverage
Coffee advertising often takes a soft and beautiful approach to selling. Consumers often see messages about embracing moments and celebration. No one is talking about what has to happen first in order to have moments and celebrations. With brands crowding the marketplace in Japan and the United States, someone has to express themselves differently to make some noise. In the US, coffee is seen as just a part of daily life. Behemoths like Starbucks make it easy to grab “just a cup of coffee.” In Japan the coffee market is fairly new and with Starbucks and McDonald’s gaining marketshare fast, the people aren’t experiencing a truly good cup of coffee.
Business Snapshot
The Taste of Technology
Objective: To gain market share in the United States and Japan Target: The Loft and Lattes 30-45 year old males and females who have already had some great life experiences and are now looking for the secrets in life moments. Tend to be early adopters. Highly mobile and connected. This group is always learning and loves to share their discoveries. Friends often refer to them for random, but intriguing information They view coffee as a sensory experience and highly emotional. It is often shared with someone special. The Loft and Lattes have a fair share of disposal income and live in urban cities. Position: A technologically-advanced cup of coffee Strategy: Bridge the gap between the process and the moment
Track 2: Ordinary People - John Legend
The Megan Factor: This was a big project to take on. But, the one thing I’m most proud of is my help on the creative work. With one art director on this big project, I got to jump in and help her design and execute some of the non-traditional ideas. Having to wear the creative hat I had to really dive deep into the Japanese culture. I contacted friends who reside in Japan and read multiple blogs, magazines, and country websites.
Print: It creates a juxtaposition of science and beauty.
Web: Allows the consumers to explore the world of illy - its process, quick scientific facts, and an
exploration of where science meets the beauty of life.
Web: The main page displays one point for each of the 114 steps within the illy process. Scroll over a
number and learn more about the science behind that great cup of coffee.
Non-Traditional: We began with ideas in Japan and they will make their way to the United States. This
media time frame allows illy to be seen as an innovator in the media market.
Sugar tablet re-packaging
QR Mobile Coupon
Street Vending Machines
Brand Extensions: Just some thoughts to continue the campaign into existing illy initiatives
or new ideas to continue the brand’s innovation.
Scientifically-designed Cups
New In-store Placement
Megan’s Mini-Brief Problem: Puma has no defined identity
Business Snapshot
Celebrate the Sport of Fandom
Puma is struggling to keep up its energy against competitors like Nike and Puma. The brand has such a unique product line and offers a lifestyle brand that crosses from field to sidewalk. In the middle of a 5-stage strategic growth program, Puma is ready to enter into a new market and to push it’s South African ties beyond team sponsorship.
Objectives: 1. Give Puma a purpose 2. To increase regional presence in South Africa Target: The Benchwarmers All South African people: It’s ageless. Soccer is a part of culture that everyone grows up with and understands the impact the sport had on the political and racial tensions. They live in the 3 top cities: Durban, Cape Town, and Johannesburg. The Benchwarmers are a part of the new middle class and have a deep affinity for Western brands. What really matters is that there is an intense and emotional connection to the soccer teams. If they can’t be on the field with them, they’ll support them in any way they can. Position: The fusion of sport and lifestyle Strategy: Celebrate the fandom Key Insight: South African soccer fans are the lifeline of the teams and no one is talking to them.
Track 3: Savanah Beat - African Drums and Soukouss
The Megan Factor: I love soccer. Really love soccer. But, not as much as the South African people. Nor do I have the connection to soccer that these people do. After researching the number of competitors Puma faces, I realized no one was talking to the fans. I approached the creative team and said, “Let’s change this!” Being so pumped about this project made the team excited and allowed for great collaboration and a product we’re really proud of.
Print: Each print piece has a hero shot of a South African soccer player. The headlines lead you to
believe that Puma is praising the athletic ability, training, and strength of the players, when in fact the copy praises the fan.
Web: Champions of the Stands was developed to house one location where South African fans can
express their fandom and gain tools to further their “fandom�. The website includes chat boards, fan clubs (each South African soccer team has a fan club), and tools like fight songs, club locators, and fanatic meters.
Non-Traditional: A few quick ways to further incorporate the fans into the game. Both
executions take the fans one step closer to being a part of the team.
An addition to the website would include a location to customize and purchase apparel and accessories. It’s one step closer to being a part of the team!
Mobile technology is growing rapidly. We’ve utilized the quick acceptance to make the fans an even bigger part of the team. Puma will allow fans wearing Puma to text pictures of themselves, friends, etc. to the jumbotron at sporting events. Now it’s not just the athletes on the big screen. It’s you!
Business Snapshot
What Makes a Big Idea?
Naked Communications approached the 2nd Year Communications Strategy class to find out if a big idea exists. We were tasked with creating models, strategies, or any other methods we could think of to create a big idea. With so much industry jargon even the professionals get confused. Is there one language? One idea?
Megan’s Mini-Brief Objective: To develop a process that creates a big idea- or find out if one even exists Target: Ad agencies and corporations Insights: 1. Big ideas hit many different people in many different ways 2. A big idea is a compilation of many little ideas Our Idea: Tetris is one idea that everyone knows. It is also a great example of how many small pieces come together to form one big piece...just like we propose a big idea is formed. Each small piece has a purpose and a strategic action that make for a winning game. Track 4: Black Sweat - Prince
The Megan Factor: My love for music fueled many of my examples of big ideas. Music is one thing that everyone can appreciate and relate to. I initially thought of Radiohead and Prince. These two examples led to the bigger group discussion that helped us narrow down the main elements of a big idea.
1. Actionable: We often use executional ideas as a crutch to get us to a bigger idea. Instead, we should be focusing on action-oriented ideas. 2. Simple: There needs to be an element of simplicity in a big idea because everyone needs to understand it. It’s about finding an universal truth that’s relatable. 3. Connection: When we start throwing out ideas it is important to start seeing any connections that bind them. 4. Specific: Be specific in the content, in the message, and in relation to the problem we’re trying to solve. 5. Perception: The best big ideas have the ability to mean different things to different people yet stay rooted in the same place. 6. Emotional: This isn’t an existing Tetris piece. Emotions are often left out of the ideation process, but a big idea can’t exist without emotion.
Megan’s Mini-Brief
Problem: Jim Beam’s DeKuyper line is losing marketshare, regardless of its position as the category innovation leader.
Business Snapshot
Your Portrait in a Glass
DeKuyper approached 5 schools to create a new campaign that would shine in the cluttered alcoholic beverage category. At the Brandcenter, 5 teams were chosen to tackle this project. Digging in to a liquour brand was difficult. The marketplace is crowded and advertising is pretty indistinguishable. As the Communications Strategist I researched the category, the industry, and the company. What makes DeKuyper special? It is the market leader in product innovation and is seen as one of the more creative brands.
Objectives: 1. Establish brand awareness 2. Increase at-home mixing Target: Creative Socialites Sophisticated women and gay men, age 22-35 We’re capitalizing on their lifestage. This group hasn’t formed a loyalty to one brand over another (especially in the alcoholic beverage category). They are big experimenters - not just with beverages, but with their fashion and jobs. Creative Socialites are strong believers in the phrase “There are no second chances on 1st impressions”. Everything from the way they dress to who and what they’re seen with when out on the town is their way to make a statement. Word of mouth is key in reaching these individuals. They’re not trendsetters, but they act as though they were. They admire and follow the trendsetters so closely it’s hard to tell them apart. *Key Insight: A drink is no longer just a drink. It’s an accessory to your personality. Position: An extension of your mood. Strategy: Mixing is not a technique; it’s an art form.
Track 5: Out Tonight - RENT
The Megan Factor: From the beginning of this project I knew a typical brief wasn’t going to satisfy my creative team. For the briefing, we met at my “targetapproved” apartment and felt what it was like to mix drinks and flavors we were unfamiliar with. The creatives really got the “art form” of mixing. Then we went out to a bar where I paid the bill if each team member drank only recommended drinks. We all left having a better idea who our target was and what they needed to hear.
A Canvas Party:
Rent out small art galleries across the country. Use a personalized DeKuyper drink to leave your mark. Bartenders are your docents.
A mobile photo booth taking “art� shots of you and your masterpiece (aka drink)
Print: Inspired by one of the canvas party photo booth
In Store: Packs to make at-home experimenting
easier
In Bar: Bars around the country are “outfitted� with DeKuyper gear- bar wraps, lava walls, napkin business cards, barista boards
This project was presented to the Alliance for Climate Protection team at The Martin Agency. It was also submitted as a lecture at the 2008 Sustainability Conference.
Megan’s Mini-Brief
Business Snapshot
Does Age Really Matter?
The Green Movement has been gaining momentum in the past few years. Is it a fad or here to stay? Consumers are bombarded with messages from the media and companies about environmentally friendly products and threats of the effects of global warming. Though approximately 8 out of 10 consumers claim to be aligned with the green movement, that concern doesn’t ranslate into consumers’ buying habits. Americans can be fickle about buying green, only doing so occasionally or inconsistently.
Problem: Being green has become a trend in recent years and no marketer has really tapped into the reasons why people buy “green”. Objectives: 1. Identify key motivations for green consumption for each generation. 2. Understand the perceived environmental concerns/issues that affect each generation. 3. Trend the long-term environmental habits of the different generations in an effort to predict future generations use of green living.
The Megan Factor:
Hypotheses: 1. Pop culture has created a filtering-down effect moving the “green We initially sent out one survey to all movement” into the mainstream. generations at one time. As I was 2. A small percentage of those who claim to be green actually are. compiling the results I started to notice Teens are the most likely to honestly follow through on the claims. 3. There will be unique and consistent green perceptions and habits that we had made a pretty big across the three age groups. There will also be unique channels and mistake. Oops! We assumed that sources the generations perceive as credible. Target: The average consumer Revelational Insight: The Baby Boomers’ green habits are the result of their upbringing by survivors of the Great Depression
Track 6: Imagine - John Lennon
everyone we talked to was already buying and thinking green. I then constructed a new set of surveys and rushed them out. This resulted in a complete project revamp as we moved on.
People are seeing, listening to, and experiencing the green movement in different ways. A one-size-fits-all message won’t work with green marketing. In order to change anything, we believe that we need to change people’s attitudes and behaviors. The chart on the following page shows this. Understanding attitude and behavior and which life events have shaped these things will help us reach people in a more powerful, poignant way.
Attitude + Behavior = Lifestyle Change
Attitude
Behavior
Consistency
Conservation
Immediacy
Preservation
Conspicuous
Consumption
For a behavioral change to occur there must first be a shift in one’s attitude. Each generation needs to be approached differently because their attitudes vary. When marketers can utilize the current attitudes, their buying behaviors can change resulting in a positive change towards living a healthier green lifestyle.
The 55s: They are on the right track with their behavior, but we need to amplify their attitude and transfer their conservation habits into other areas of their lives. They are turning off the lightbulb when they leave the room, but they could be turning off a CFL light bulb. Ultimately, make them aware that their current lifestyle is green. It won’t require too many changes. The 15s: They are in an excellent position in terms of both attitude and behaviors. They feel a sense of urgency and are doing their parts, getting active in causes and trying to preserve the world for their future. We want to shift their arms’ length approach to adults on environmental issues. We should invite them to the table and let them know that we can help them solve this problem. They don’t need to do everything themselves. The 25s: They are the hardest group to reach because they’re so influenced by peer pressure and social stigmas. They express their sentiments toward the environment through consumption. Their attitude shift should be awareness through education. It’s unrealistic that we can see an immediate change in behavior. We’ll start by getting them to buy more green products then help them understand the need for these products and the benefits they provide.
Megan Hailey
1209 E. Main St. #12 Richmond, VA 23219 megan.hailey@gmail.com theroadmistaken.blogspot.com 757.561.6167