Jan de la Cruz
Strategic Planner
HOW I SEE I T: For me, problem solving is a ride. One that I always try to
In marketing, I always approach problem solving from the
enjoy, even with its fair share of ups and downs. In life, we
consumer’s perspective, identify what motivates them, what
go from one problem to the next, but the most important
is relevant for them, what are the needs they are looking to
lesson I’ve learned is to always enjoy it’s journeys and grow
fulfill, and how the brand relates to these.
from the experiences. Being a constant learner, I make sure I apply my past knowledge to my future endeavors in order to continue to build my character.
Having lived in two very culturally diverse cities, I have grown to be naturally curious about the world. By pursuing my passion for traveling, technology and food, I’ve had the opportunity to learn more about how other cultures behave, interact and merge to become one.
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Nowadays, technology breaches the gaps between cultures
Technology enables brands to fulfill a basic human need, which
and brings them closer together.
However, even with its
is to continually thrive to be better. This enables advertisers
continuous innovation, technology alone will never replace
to become an integrated piece of a brand’s solution. Through
great ideas. It only provides us with a bigger canvas for
innovation, brands have the ability to not only engage with
great storytelling, which helps to create ideas that are more
their consumers, but to become part of the solutions that
authentic and engaging, relevant ideas that matter to the
consumers are looking for.
consumer in that moment.
The world is an ever-evolving place: My mission is to help brands move at the speed of culture by empowering them with great ideas that engage consumers through experiences, dialogs, utilities and relatable stories.
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THE ONLY WAY TO PREDICT THE FUTURE IS TO CREATE IT Peter Drucker
POR TFOLIO:
Case Studies:
pages
Gun Violence in America
6
Windows 8
14
NBA
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About Me Education & Experience
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ABOUT POR TFOLIO: This portfolio contains 3 case studies with projects completed during the Account Planner’s Boot Camp at the Miami Ad School. The boot camp is a 12-week program designed to teach essential planning skills through hands-on sessions that are conducted by leading planning directors, media experts and researchers. By giving us 6 real client briefs, the Miami Ad School created an environment that closely mirrors an agency experience. These briefs were executed in teams composed of 2 account planners, an art director and a copywriter.
This portfolio included three of those cases.
The portfolio does not include any of the projects I have participated previous to attending Miami Ad School.
Following the case studies, there is a section about my previous experience in advertising that will help provide additional insights about me.
CASE STUDY #1 : GUN VIOLENC E IN AMERICA
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SITUATION
INSIGHT
Every year, approximately 30,000 people die from gun violence in the
Paper trail, people don’t mind being observed when
United States. Since last year, following various mass shootings, the
they are doing the right thing.
gun control debate has been politicized and has sparked many different points of views. CHALLENGE Reduce gun violence in America
STRATEGY Bring responsible gun owners closer together
FINDINGS
CREATIVE IDEA
• After some first hand research (Interviewed store managers/owners at 5 Miami, FL Gun Shops) we found that the gun industry community would like to do more to avoid weapons to fall in the wrong hands. As this ends up creating more controversy around the Second Amendment and the right to bear arms. • Private Gun transactions account for 40% of all gun sales nationwide • 85 % of all guns used in crimes and then recovered by law-enforcement agencies have been sold at least once in a private transaction. • The average age of a gun used in a crime is 10 years. • Less than 8% of criminals convicted of a crime using a gun, passed a background check before committing the crime. • There is no state nor federal legislation that regulates private gun transactions. • Responsible gun owners’ account for the majority of private gun transactions. Since the law does not require these transactions to go on record, and no tools are available to keep track of them, private gun sellers sell their guns to anyone without the need to look into any details or exchange any information.
BearArms.com: Own and disown your gun the legit way
CASE STUDY #1 : GUN VIOLENC E IN AMERICA
POSTER - POP: In-store material placed in Gun Shops, will be utilized to remind buyers about the risks of re-selling guns in the private market and will invite them to join BearArms.com where they can buy and sell their weapons to other responsible gun owners. 8
A customer exits a gun store after purchasing a handgun; a guy interested in buying his gun immediately approaches him, he offers him double of what he just paid for the weapon.
After considering for a few seconds, he agrees to sell his new firearm to a complete stranger.
While he is still pulling back in his car, he sees the man who he just sold his gun to, approach a woman across the street
The man forcibly steals her purse
Quickly the man points the gun at another woman who is passing by in her car. She stops and gets out
The man quickly races off in the stolen car with his new gun, obviously up to no good.
VIDEO EXPERIENCE: A video experience will support our effort to build awareness of the consequences of private gun transactions.
CASE STUDY #1 : GUN VIOLENC E IN AMERICA
PRINT – MAGAZINE: With an audience of approximately 10M readers (top 3 firearms publications), leading industry publications would be a relevant and effective way to reach gun owners and remind them about the risks of selling their weapons in the private market. PRINT SEQUENCE: A series of magazine ads re-create the frequently fatal journey of guns that are sold in private sales. 10
WEB COMMUNITY: The online community will create an environment where responsible gun owners can practice private gun transactions, while also interacting among themselves in order to share common interests.
CASE STUDY #1 : GUN VIOLENC E IN AMERICA USER EXPERIENC E
Inform: Customer visits a gun store to purchase a weapon and is informed about the benefits of using BearArms.com to re-sell his weapon
Incentivize: POP material will provide new gun owner with URL information and an incentive to register (free registration using NICS #)
Remind: Print ads and video experience will be utilized to generate awareness about the risks of private gun transactions
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Join & Invite: User joins BearArms.com and is prompted to invite friends who own guns to join for free
S ell: Once user is ready to sell a weapon he will create a post with the weapon he is selling, this will generate a post in social networks.
Refer: If a user joins using a link from a friend that referred him, he will be able to join for free. User that invited him has a new friend to interact with.
CASE STUDY #2 : WINDOWS 8
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SITUATION
INSIGHT
In September 2012, Microsoft launched Windows 8, their biggest OS
People are usually resistant to change, even
launch since Windows 95. The launch was supported by around $1.2M
when innovation follows their own evolution
in paid media efforts, which helped increase awareness of the OS but failed to increase its adoption. CHALLENGE
STRATEGY
Get current Windows’ users to stay loyal to the OS by increasing
It’s time to re-start your journey, Windows has
adoption of the new Windows 8 Ecosystem.
also grown.
FINDINGS
CREATIVE IDEA
• During interviews with our target audience, we found that many people feel that Microsoft is imposing a user experience change with Windows 8. • The Windows brand has currently reached its highest BrandBuzz point since the launch of Windows 7 in 2009, but people mainly have a lack of knowledge about what Windows 8 is all about. • Windows 8 is perceived as something new that they would have to learn. • People think that not having a Start button is confusing
Windows 8: Adapted for you, from you
CASE STUDY #2 : WINDOWS 8
Video: Engages the audience by showing how the Windows OS has evolved with them through the years. 16
VIDEO SCRIPT: Eighteen years ago you clicked the Start button and haven’t stopped. Setting out to make your life, a more efficient life. You’ve grown, changed, gotten smarter and have worked harder. This is the new you, cultivated from the old you. Don’t hang on to the start, hang on to the journey. Because right now, it all starts again. Adapted for you, from you.
CASE STUDY #2 : WINDOWS 8
PRINT: Will create awareness about Windows 8 and reminds users Microsoft is not imposing a change, it is adapting to them. 18
3D MAPPING EXPERIENCE: 3D mapping experience will give users the ability to interact with the Windows 8 OS using their body movements (through Xbox’s Kinect technology). The intention is that users realize how the OS adapts to their current behavior and that being so intuitive they will not have to learn anything new.
CASE STUDY #3 : NBA
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SITUATION
INSIGHT
Millions of NBA fans worldwide are actively consuming the game, but
People engage deeper with things that they can they
there is still opportunity to continue growing both the total number of
can relate to
fans as well as the depth of engagement of each. CHALLENGE
STRATEGY
Drive fan recruitment and deepen fan engagement in ten priority
Beyond just a game, an experience that you relate to
international markets; from Brazil to China. FINDINGS • Even though the priority markets are so different, our target in these markets do share a lot in common, specially their interest for American Pop culture. • NBA is already the most popular American league internationally. • International viewers are very impressed with the talents and abilities of NBA players. They respect the skills required to play in the NBA. • Players are perceived as more than just sport stars, they are celebrities/ heroes. • One of the biggest barriers for the NBA is its limited live experience. • People engage more deeply with things that they can relate to and the NBA has many things beyond the game of basketball that international audiences can relate to.
CREATIVE IDEA Everyone has a reason, discover yours
CASE STUDY #2 : NBA
TV SPOT: V/O in different languages 22
CASE STUDY #2 : NBA
TV COMPANION – WEB In order to give international markets the opportunity to experience the game of basketball in a way that they can already relate to, viewers will have the ability to see different angles of the game by selecting different “view cams”. For example, among the options, the user could choose to view the “Kicks Cam”, which will focus on the player’s sneakers or the “Courtside Cam” which focuses on the celebrities seating courtside. By connecting with their social networks, users will also have the ability to interact with other international viewers who are watching the game. Viewers will also have the ability to edit their own highlight reel focusing on the things which they find relevant and will have the option to share their own game highlights through social networks. 24
SOCIAL TV: In order to take the TV companion a step beyond, there will be a social TV experience, which will allow the audience to become part of the live NBA experience by making them part of the broadcast, and even the live in-stadium game experience.
CASE STUDY #2 : NBA
AUGMENTED REALITY: An augmented reality application will allow users to further engage with the NBA by connecting players’ stories with physical locations around the world. 26
FACEBOOK APPLICATION: Using your current Facebook interests (likes), the application will generate the team that relates to the most with the user. Once a team is assigned, the user will have the opportunity to experience being “drafted” by the team and will have the option to share their “draft” picture in their Facebook wall. The team, for which the user was recruited, will also do a post with the users picture welcoming him/her to the family. The app will then give the user the option of matching them with another person who shares the same interests. Users will then be able to connect through social media or in person.
RESUME : WORK COMPANY Media 8 Digital Marketing
(Miami, FL)
POSITION
TIME
Sr. Account Manager
Sept.. 2010 – Dec. 2012
CLIENTS PlayStation (SCEA), Sony Electronics (CSA), Puerto Rico Tourism Company, Kerzner International Resorts
RESPONSIBILITIES Managed the development and implementation of successful online/offline advertising campaigns. Campaign components included development of campaign strategy, Online/Offline Creative development, Online Media planning, buying and traffic, Social Media Management, Content development, Web development, Mobile development, SEM, SEO, along with analytics reporting & optimizations for all components. Oversaw team of two Account Executives.
COMPANY Key Integrated Solutions
(San Juan, PR)
POSITION
TIME
Brand Management Executive
Jan.. 2009 – Sept. 2010
CLIENTS Puerto Rico Tourism Company
RESPONSIBILITIES Managed day-to-day work communication with client for all campaigns/projects being developed for United States, Latin America and Puerto Rico markets. Coordinated projects internally with all departments involved, including coordination with partner digital agency.
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COMPANY Tropical Foods, LLC
(Miami, FL)
POSITION
TIME
Assistant Account Manager
May.. 2008 – Dec. 2008
BRANDS Crystal Farms, Dannon, Sabra, Belgioioso Cheese, YoCrunch, Grassland and Land O’ Frost
RESPONSIBILITIES Maintained constant communication with international clientele for order solicitation, quotations, creation of purchase orders, tracking and successful delivery of orders.
COMPANY DLC Integrated Marketing
POSITION (Miami, FL)
Junior Account Executive
TIME (Part Time)
Jan.. 2009 – Sept. 2010
BRANDS Cartier Latin America & Caribbean, Headquarter Toyota dealership and Royal Caribbean Cruise Lines
RESPONSIBILITIES Tracked the added value exposure in over 40 publications for the Cartier Latin America & Caribbean account. Assisted account management team in day to day tasks.
RESUME : EDUCATION SCHOOL Miami Ad School
TIME March 2013
(Miami, FL)
Strategic Account Planning Boot Camp
SCHOOL Florida International University
(Miami, FL)
DEGREE
TIME
B.B.A.
July 2008
Double major: Marketing and International Business Member, Collegiate chapter of the American Marketing Association Awarded Dean’s List upper division major courses (Fall 2006 & Spring 2008).
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Jan de la Cruz email: cell: skype: twitter: linkedin
strategic planner jan.delacruz@gmail.com 787.368.5368 jandlx @jandlc linkedin.com/in/jandelacruz
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