Portfolio.
Jacoby Duckworth Southern Illinois University Carbondale
Pet Head Campaign This campaign was for Pet Head’s Dry Clean Waterless Shampoo, a popular and fun pet hygiene product.
Problem Addressed: The target audience valued products that help their pet smell better, but were unaware of our Pet Head’s Dry Clean Waterless Shampoo.
Target Audience: Demographics: -Female -Dog owner -Ages 21-30 -Average Income: Above $61,000
Psychographics:
n ew ta rg etcleanliness au dience -Care about their dog’s -Value quality in dog shampoos and conditioners -Willing to pay $20-$30 to have their dog groomed professionally
Creative Statement: -Positioning Line: Take Back Bath Time -Reasoning: Through our primary research, we found that many pet owners had problems keeping their pets in the bathtub or other issues when bathing them. Our product is the solution to dog trouble making and bath time troubles. -Strategy: Our advertisements use a humorous approach by placing dogs in human-like settings.
I CAUGHT THE SKUNK, AND I ROLLED IN IT.
Comments: I am overall very happy with the creative work done on this campaign. It is sophisticated and humorous, which describes our target audience.
For all the things your dog gets into, Pet Headʼs Dry Clean Waterless Spray Shampoo will help you heel their hygiene. Take back control and tackle all of the canine chaos.
This campaign won a Gold Student ADDY Award. Take Back Bath Time.
I FOUND THE RED ICING. IT WORKS AS HAIR GEL, TOO.
Take Back Bath Time.
I RAN THROUGH THE COCABURR BUSH.
YOU始RE WELCOME.
Take Back Bath Time.
Auckland, New Zealand Campaign This campaign was for New Zealand’s largest city, Auckland. We wanted to increase tourism to this city.
Problem Addressed: Auckland, New Zealand is a beautiful place in the world, but it is not often thought of as a hot spot for tourism. This campaign wanted to change our target audience’s mindset.
Target Audience: Demographics: -Both male and female -All age ranges -Average Income: Above $61,000 -United States resident
Psychographics:
n ew ta rg etfurtherau dience -Has the income to travel distances -Likes to travel -Enjoys the finer things in life
Creative Statement: -Positioning Line: Think South -Reasoning: Since tourists, which mostly were in the United States, didn’t think of the southern hemisphere for a vacation, we chose our positioning line. The positioning line emphasizes the thought process of “thinking south” when deciding where to go on one’s next vacation. -Strategy: My advertisements used elements of Auckland with creative headlines to emphasize interest in the country’s large city.
Comments: I would have liked for this campaign to be more cohesive with its designs.
Micronesia Media Planning This research was done for Micronesia to prevent non-communicable diseases in their islands. We completed all media planning for this campaign.
Problem Addressed: In the rural island of Micronesia, its islanders have been introduced to the Westernized world of unhealthy food, in addition to smoking, alcohol abuse, and other unhealthy behaviors. This campaign was designed to eliminate these non-communicable diseases.
Target Audience: Demographics: -Primarily school-aged children -Adults of school-aged children -Micronesia resident
Psychographics:
new rg et -Those ta with unhealthy attitudesau die nce -Still attending school -Likes to fish and spend time in community
Creative Statement: This campaign did not involve design, but we focused on innovative and creative ways to reach our target audience through media planning. Some of the ways we accomplished reaching our audience was: -Placing advertisements on boating docks -Implementing TV cooking show to expose families healthy eating -Creating an in-school program to teach children how to prepare healthy meals
Comments: Because of this quality research, I will be traveling to Micronesia in the fall to complete primary research in Micronesia and its neighboring island of Kosrae.
Billboards for Wright-Way Rescue I designed these billboards in my current position of Marketing/PR Manager at Wright-Way Rescue. These ads were featured in the Chicagoland, specifically along I-355, through J&B signs.
Problem Addressed: Wright-Way Rescue, one of Illinois’ largest no-kill rescue shelters, wanted to increase adoptions and donations through their Adoption Center in Niles, Illinois.
Target Audience: Demographics: -Over the age of 21 -Resident in Chicagoland area -Employed
Psychographics:
n -Inew tato rg et au dience the market purchase a dog/cat -Love animals -Support no-kill animal shelters
-Have children
Creative Statement: The first billboard advertisement’s headline said “some may call us overachievers.” This was because Wright-Way Rescue has a 100 percent adoption rate. We wanted people to trust us and note us as a successful rescue shelter. The second billboard advertisement’s headline said “find your new best friend.” I also photographed the image on this billboard, which is a puppy licking a little girl. We wanted to target families that had children and make them believe adopting was a great choice.
Comments: Wright-Way Rescue has seen an increase in adoptions since its billboard was placed.
Butterball Campaign This campaign was de signed for Butterball’s Ready-to-R oast Class Whole Young Turkey. With it being a new product, we wanted to promote it.
Problem Addressed: Butterball turkeys introduced a new Readyto-Roast line that was not as popular as their common turkey. We also wanted to surpass the stereotype that turkeys were only meant for Thanksgiving dinner.
Target Audience:
n ew ta rg et au die nce
Demographics:
Pysychographics:
-Female -Married or unmarried -Ages 22-29
-Lead an active and busy lifestyle -Social media magnets -Enjoy cooking and finding new recipes
Creative Statement: -Positioning Line: Faster than you can say “ready to roast.” -Reasoning: Ready-to-Roast Butterball turkey has value for our target audience. It is a quick, easy, and a convenient fix for dinner. Our campaign aimed to introduce the Butterball Ready-toRoast line to the next generation of inexperienced females and to show them how easy it can be on a weekday. -Strategy: Our advertisements use humorous appeals to attract our target audience.
Jacoby Photo + Design I started to manage my own photography business in 2009, and since then, I have managed approximately 60 clients. I have marketed myself as well as edited photographs.
Problem Addressed: I have created a brand of Jacoby Photo + Design, my photography services, through a certain style of photography and branding myself through web design and social media.
Target Audience: Demographics: -Live in Decatur, Illinois
Psychographics:
new rget a u di e nc e -Find valueta in photographs
-Live in Carbondale, Illinois
-Willing to pay money for images -Want to document stages in life
Creative Statement: In my creative services, I have done the following: -Updated and designed my website -Edited my images to professional quality in Adobe Lightroom -Created a modern and fun look for clients
Comments: I renamed Jacoby Photo + Design from Jacoby Duckworth Photography when redesigning the entire brand’s look.
Howl at the Bluff Fall Festival I planned Wright-Way’s first annual fall festival from start to finish in September of 2012. It was held at a popular winery in southern Illinois, Walker’s Bluff. We had a turnout of approximately 200 people.
Neil Lane Campaign This campaign was designed for Neil Lane’s engagement rings through Kay Jewelers. We took an odd approach to our campaign by targeting it to divorced men.
Problem Addressed: Wright-Way Rescue was not well-known in the southern Illinois location, which is where its Admissions and Care Center is located. I implemented this fall festival to create awareness in the local area.
Target Audience: Demographics:
Psychographics:
n -Care ewaboutta rg et au dience animal welfare
-Live in southern Illinois -Have children
-Like music and children’s games
-Own pets
-Enjoy going to community events
Problem Addressed: There has been no campaign in the wedding industry that directly targeted divorced men. We needed to identify the psychological factors of men that have been divorced and planning to remarry soon.
Target Audience:
Creative Statement:
Demographics:
Psychographics:
I created the entire festival, which included:
-Male -Over the age of 30 -Average Income: $40,000-$100,000 -Unmarried, but in a committed relationship -Have been divorced within the last five years
-Lead an active lifestyle -Blending into new post-divorce lifestyle -Thinking of marriage in near future -Love sports
-Children’s games
-Blow-up rides for kids
-Local vendors
-Games for dogs
-Silent Auction
-Photographer
-Local band
-Raffle prizes
-Face painting
Comments: I felt that the children’s element and the local band at Howl at the Bluff wasn’t as successful as I would have hoped. This next year, which is being held at the same location, will actually hold a walk/run and a free movie for families.
Creative Statement: -Positioning Line: On second thought, maybe it’s Neil Lane. -Reasoning: Our target audience is meant to recognize that a ring is part of the evaluation, but not top-of-mind. We want them to think that Neil Lane Engagement Rings are a second chance. We want to make them realize these engagement rings are elite over other brands. -Strategy: Our objective is to introduce Neil Lane Bridal engagement rings to divorced men who are in relationships. We did this by being the sole campaign targeting single, divorced men.
Comments: This advertisement campaign won a Gold Student ADDY Award.
Wright-Way Rescue Social Media Campaign I implemented the existing social media campaign for WrightWay Rescue. I have created an ongoing campaign that involves contests, adopters’ involvement, and education.
Glidden Campaign As a part of the American Advertising Federation SIU chapter, I was able to take part it the complete campaign for Glidden paints. I was on the design team during this campaign.
Problem Addressed:
Problem Addressed:
Wright-Way Rescue recently created a Facebook page before I started in July of 2012.
Glidden paint found issues when they integrated their sales into Walmart stores. Glidden wanted
I wanted to build an audience in social media, as well as communicate to its audience.
to increase sales in Walmart stores and raise awareness to do-it-yourselfers.
Target Audience:
Target Audience:
Demographics: -Live in southern Illinois -Live in Chicagoland area
Psychographics:
n -Have e wadopted tafrom rg et Rescue au dience Wright-Way before
Demographics: -All age segments
Psychographics:
new ta a u di e nc e -Wanting to paintrget their home
-Interested in adopting an animal from a shelter
-All income levels
-Renters
-Wanting to educate themselves on animals
-Both women and men
-Already shop at Walmart
Creative Statement: Since starting to manage Wright-Way’s Facebook page, I have done the following: -Created a brand guide
-Promoted events
-Implemented contests
-Increased community outreach
-Created a Wright-Way Rescue Reunions group
-Networked with shelter resources
Comments: When implementing Facebook contests, I have created a 20 percent increase in Facebook involvement on two occasions.
Creative Statement: -Positioning Line: Design, Inspire, Your Glidden -Reasoning: Our campaign wanted to emphasize our audience’s desire to design their living space based off their inspiration. They can do this all with Glidden’s Brilliance Collection. -Strategy: We used real-life inspiration, such as scenes, dramatic colors, and quotes in our campaign to show how it can be brought to life through paint.
Comments: This campaign was presented at the 2012 NSAC competition.