Table of Contents Opening the Window 1 We see Beyond the Walls
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“When the rest of the world sees a wall, we see a window.”
Our Team 4-10 Our Accounts 11 Account History 11
- The Window Agency
Billings 11 Capabilities 12 Accomplishments 13 Disappointments 14 Marketing Strategies 15 Issues Facing Go Girl Energy Drink 16
Opening the Window People say that some of the best work relationships originates from compatibility, trust, communication, commitment and friendship. Each one of us came from a different place from across the United States, but were lead to Syracuse University for one common reason: our passion for advertising. Our relationship started throughout the duration of 2010-2011 when our first two members met when they were working on a group project. After spending an extensive amount of time together working with their first client and surpassing the client’s expectations, Jess and Cara built an indescribable friendship. The next semester members Ali, Colleen and Cara were brought together when they were put in a group for an advertising campaign that targeted the soccer-loving father. The group spent countless sleepless nights working to create the best campaign for their client. Because of this, they learned one another’s areas of expertise and how crucial trust and commitment is within an agency.
Colleen Cummings Managing Director 727 S Crouse Ave., Syracuse, NY 13210 (845) 729-2986 ccummings@thewindowagency.com
Through their hard work and responsibility, the three formed a strong, lasting relationship that they knew would benefit their future endeavors. A year ago, Colleen, Cara and Riali spent time abroad in London, furthering their passion for advertising overseas. Just about two years later, the two groups fused their previous experiences together to create a multifaceted, dynamic team that could find the answer to even the most difficult advertising problem. The Window Agency is a privately owned digital advertising agency built off of an extensive bond of trust, communication, hard work and dedication. Since we have formed tight-knit relationships from prior group work, The Window Agency prides itself on the trust we put in our employees and work relationships. We are fully compatible with one another, which is a characteristic that differentiates us from other agencies. Just as each person sees something different when she looks out a window, each one of us brings something different to the table when working with a client.
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WE SEE BEYOND THE WALLS The Window Agency defines our success through our ability to see opportunities where others see obstacles. Our relationship with our clients is extremely transparent, allowing us to fully understand the problems a client faces. Through this transparency, The Window Agency takes these obstacles and sees them as windows of opportunity, differentiating us from other agencies. This transparency with our clients also holds true with the members of The Window Agency. We have all worked cohesively with several clients in the past. These experiences allow us to understand the specific attributes of each member. Because of this, we can capitalize on our individual strengths and minimize our weaknesses. In addition to working together on various projects, we have also worked individually in many different areas of the industry. Our members have worked within both the client and agency side of the business. This allows us to fully understand the expectations of our clients, and pro actively implement campaigns that yield the best results. The members of The Window Agency possess such diverse talents and a variety of areas of expertise. This enables us to efficiently assess obstacles, and see through them to produce the most successful creative and strategic campaigns.
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OUR TEAM
THE BREAKDOWN
MANAGING DIRECTOR ACCOUNT PLANNER
MANAGING DIRECTOR
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RESEARCH STRATEGIST
CREATIVE DIRECTOR
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Colleen Cummings - Managing Director Hometown: Valley Cottage, New York Where is your favorite window? Leaning back with my feet on the dashboard, I love the passenger seat window of a friend’s car when driving to Skaneatles, NY. Specifically in October, the leaves are just starting to change to their perfect fall shades and the smell the breeze has as it blows through the window is one that is unparalleled.
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Riali Austin- Account Planner Hometown: Solana Beach, California Where is your favorite window? Lounging in my favorite chair with a cup of coffee admiring the view from my living room window overlooking the beach is by far the most relaxing spot on earth. With a year round sunny view of the beach and palm trees that I grew up with, my favorite view from that window has never ceased to amaze me.
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Cara Otten- Research Strategist
Ali Ivanoff- Media Planner
Hometown: Boonton, New Jersey
Hometown: Croton on Hudson, New York
Where is your favorite window?
Where is your favorite window?
After a long day shredding the slopes in Killington, Vermont, I enjoy bundling up with a group of friends in the lounge with a cup of hot chocolate looking out at the beautiful, snow covered mountains. Nothing is better than the pleasurable view that I am able to share with my favorite people on vacation after a long day of vigorous activity. I’ve been looking through this same window ever since I was 4, yet it seems to get more and more beautiful each and every year.
Looking through the 2nd floor window of my family’s summer house in Long Beach Island, any jarring thoughts leave my body just as the sun begins to set. The old-school venetian style window overlooks the white sandy beach, clearing my head of any negativity and allowing inspiration to flourish while the sound of the crashing waves soothes the rest of me, heightening each one of my senses.
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Our Accounts As a new agency, we don't have any accounts as of now, however, we're always looking for new opportunities as well as continuously working enthusiastically towards our dream accounts. Our five dream accounts are Smirnoff, Disney, Honda, Panera, and Target and we work towards these goals passionately.
JESSICA LAURELLO- Creative Director Hometown: Ashtabula, Ohio Where is your favorite window? Looking out the window of an airplane is something one doesn’t get to partake in often but always offers an amazing view. I love to see what is happening below me as I partake in the miracle of flight. I find the innovation of flying inspiring and stimulating for jump-starting my own outrageous ideas.
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Account History The Window Agency is a fresh new agency and, therefore has not lost or resigned any accounts. There are several brands that are not clear with their consumers and use advertising as a way to “pull the blinds” over the truth. However, we pride ourselves on being transparent internally and externally. We look forward to working with clients who hold these same values.
Billings Since we are a brand new agency, we have no current billings at this time. One thing that separates us from the rest is that we are college students who know how to get a bang for our buck. Managing money is one of our specialties because we have been dealing with calculating annual expenses for four years, ever since we came to Syracuse University. As college students, we are always seeking out the greatest opportunity to get the best deal since money is almost always tight. Since we have experienced how stressful it is when budgeting money firsthand, we make it our duty to find the best pricing for our clients. In the future, The Window Agency aims to uses their previous expertise to manage billing and all other expenses in order to keep our client happy because we thrive off of our client’s positive feedback. 11
Capabilities Advertising:
•Strategic Research •Media Planning •Creative Services
PR:
•Media Relations •Reputation Management •Community Relations •Youth Marketing: •Tween/Teen/Youth Panels •Consumer Insights •Social Media
Accomplishments Our first greatest accomplishment is our individual experiences working on both the client and agency sides from internships at boutique PR agencies, MTV, Martha Stewart, Seventeen Magazine, Cartoon Network, and a boutique Advertising agency. Each of us have extensive and amazing work experience individually that makes us strong professionally on our own let alone together. Our second proudest accomplishment is forming The Windows Agency. Our agency is a collaboration of five strong individuals that sets us apart from the competition. Our third accomplishment is already pitching to our first potential client, Go Girl, within the same month of our formation. The opportunity to present our idea and potentially change the growing category of energy drinks is amazing considering how new we are as an agency.
Sales Promotion:
•Discount and Incentive Programs •Promotional Collateral Development
Event Marketing: •Event Management •Press Events •Trade Show Marketing
Social network marketing: •Platform Selection •Content Planning and Management
Internet:
•Website Design •Content Management
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Disappointments As a new agency we haven't had the opportunity to learn from previous mistakes collectively, but individually we have made mistakes in our professional careers and have learned from them respectively. However, collectively we are all advertising professionals and as an industry learning to better connect with the consumer in the digital realm, there are campaigns that we aren't proud of as a part of the industry. An example of a campaign that we as advertising professionals, are not proud of in the past two years is the incident involving JP Morgan and their attempt to leverage social media to create a two-way conversation. They asked the people to tweet any questions they may have at them using the hashtag #ASKJPM and their Vice Chariman Jimmy Lee would respond to any question sent their way. The result was JP Morgan being publicly bashed online with questions like “How far do you and your financial sector gang members think you can push things before you are driven off the continent? #AskJPM� amongst other critical questions during a 6 hour failure of a Q&A session. This was due to a misunderstanding of what the brand represented to the public and by not understanding their brand’s image they had to endure a painful public humiliation.
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Marketing Strategies Our approach is a two-step process, beginning with market research and consumer insights, which will both contain primary and secondary research. Our agency is well versed in the area of research, specifically primary research which includes focus groups, ethnography methods and observation, which will allow us to draw the most accurate and concise information on the target market. We believe these first research steps are important because we want to ensure our understanding of the current core consumer for Go Girl Energy Drink, her favorite activities, things she is passionate about and what her usual day consists of. From this, we will be able to draw unique and concise consumer insights which will be an intersection between the interests of the consumer and the features of Go Girl Energy Drink with a focus on the reasoning of why the consumer cares for the brand as well as the underlying motives that trigger their attitudes and behaviors towards the brand. These consumer insights will provide a platform for us to use in order to create a campaign that the target consumer can not only resonate with, but will also be inspired by.
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Issues Facing Go Girl Energy Drink In regards to Go Girl Energy Drink, we see a huge window of opportunity. The current target market’s age range is very large, yet we see this as an opportunity to narrow that range and find our specific, niche target that will be brand loyal to Go Girl. The ingredients and quality of Go Girl are not only delicious, but are also very natural. This works in our favor because this feature aligns with the current health trends present among all women over 18. However, the packaging of the product gives off a completely different vibe, with it’s current packaging and color of the drink itself. Lastly, we will have to figure out a delicate way to promote the natural appetite suppressant featured in all flavors of the Go Girl Energy Drink. Although a positive asset, it could have negative reactions from the media, despite all the support it’s getting from Dr. Oz. We will be able to navigate through this fragile area well and help you to avoid any road bumps along the way.
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