WHITNEY MARTINEZ
brand strategist
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WHITNEY MARTINEZ social archaeologist
I dig. I know there is always more to uncover. I believe you can find the opportunity in anything, as long as you look for it. But you have to look deeper, past the surface, the expected, and the hype. I think that’s where you find the interesting stuff. And it’s all hidden in the details. My curiousity and my drive to dig make me the person who will make a difference.
With an odd mix of cultures, Mexican, German, and Southern, I’ve been given the ability to look at things from multiple perspectives. There isn’t just one single story when you’re trying to understand a person, a brand, or a culture. I grew up believing that family trumps all, in good times and in bad; understanding the importance of order and efficiency, in and out of the haus; and relishing in the freedom of running barefoot through the swamps of Georgie.
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WHITNEY MARTINEZ
Creative Brand Management M.S. Mass Communication VCU Brandcenter Class of 2010 114 N. Morris St. Richmond, VA 23220 703.901.6690 whitneymmartinez@gmail.com
RELEVANT EXPERIENCE
Currently: Extern, Martha Stewart Living Omnimedia, Spring 2010, New York City/Richmond • Creating a marketing plan to launch the newest product line from MSLO, Martha Stewart Pets, into Petsmart stores nationwide • Collaborating with a creative team to uncover an interesting, unique proposition for Martha Stewart in the pet care category • Executed a variety of research (focus groups, interviews, quantitative) that led to consumer insights, communications strategy, executional tactics and measurement Planning Intern for David & Goliath, Summer 2009, Los Angeles • Conducted and presented background research, analysis, and insights for the initial campaign for the The Wizarding World of Harry Potter at Universal Studios in Orlando • Member of the new business team for the HTC pitch and carried out research such as ethnographies, wrote a competitive analysis, contributed ideas and gave input for the communcations plan • Led the creative briefing for Fernet-Branca, an Italian liqueur • Completed consumer research and competitive analysis for a variety of brands including Cirque du Soleil and Universal Studios
BRANDCENTER EXPERIENCE
Retail Experience & Brand Creation - Layers Bed Company • Developed an entirely new brand and its attributes, including the name, for a client wanting to start a new chain of mattress and bedding stores • Added to the brand DNA by thinking through different elements such as packaging, logo, language, visual identity, store layout, in-store experience, and CRM • Client selected our idea and continued the relationship to see Layers Bed Co. to fruition, opening Oct. 2010 Brand Audit - Goodwill • Wrote situational analysis and Identified core strengths and weaknesses of the organization • Crafted competitive review • Completed qualitative and quantitative consumer research which included writing a discussion guide, conducting a focus group, one-on-one interviews, & online surveys • Presented competitive analysis, consumer research findings, strategic recommendations, and estimated budget to client
OTHER EXPERIENCE
I’m great at customer service. At the membership desk you get all kinds of interesting questions. Costco, Leesburg VA, 2005-2007 I worked at a bakery and gave customers exactly what they craved, from macaroons to cherry pie. Mom’s Apple Pie, Leesburg VA, 2006-2007 I can handle kids and the unexpected situations that they throw at you. Substitute Teacher, Loudoun County Public Schools, 2007-2009
EDUCATION Virginia Tech, Blacksburg, VA – Bachelor of Science in Marketing Management, May 2008 SKILLS Mac OSX, iWork, iLife, Windows, Microsoft Office, Adobe Creative Suite, social media, Simmons INTERESTS I love planning trips, reading, drawing, being creative in the kitchen, and I’d
rather play sports than watch
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CONTENTS 8
Otherkin
Cultural Exploration
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Blurb
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Fernet-Branca
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Nike FC
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Martha Stewart Pets
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Layers Bed Company
Segmentation Study & Recommendations
Creative Brief
Brand Campaign
Creative Brief
Brand Creation & Retail Experience
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OTHERKIN In our Culture Class at the Brandcenter, we were told to find an existing subculture, immerse ourselves in it, and give a presentation to the class. When it came time to share the incredible things we learned about Otherkin, an unconventional group of fellow humans who believe their souls are non-human , we received high praise from classmates; “That was the best presentation I’ve ever seen at the Brandcenter.”
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OTHERKIN a subculture of people who identify in some way as non-human, they believe themselves to be mythological or legendary creatures such as werewolves, vampires, fae, elves, dragons, and more.
METHODOLOGY SECONDARY: Otherkin started out a primarily online community. Much of our research was on the internet. I pored over forums, reading stories of awakenings, phantom wings, relationships, religion, and coming out. It was an overload of fantastical information. But I found out more about the origins, the psychology and the science behind it. Now how to distill all of this information for a two hour presentation?
PRIMARY: As we were combing the internet, I stumbled upon a Facebook group that had monthly meetings for Otherkin. We were in luck. They were in the DC metro area and their next meeting was right before our presentation. We drove up to attend. They were just as skeptical of us as we were of them. It evolved from awkward to captivating. Hearing firsthand experiences and feelings of being an Otherkin? Unbelievable.
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PRESENTATION During our presentation, we wanted to make our classmates understand everything about Otherkin and the issues that they encounter every day. We created cards with real stories that we had found in forums and matched them up with each person in our class based on their personality. As we went through the discussion we had our classmates volunteer to read their stories to emphasize different points. We were also able to convince the Otherkin that we met with to come to our class to speak about their experiences. They fielded many more questions than we had time for. Those who wanted to learn even more came out to dinner with a group of us, including the Otherkin, Raven, Mika, and Bryce.
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WHAT THEY TAUGHT US:
PERCEPTION IS REALITY WE JUDGE SO WE DON’T HAVE TO LISTEN TRIBES ARE FUELED BY TRUST
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BLURB: A SEGMENTATION STUDY Qualitative (one-on-one interviews), quanitative (online surveys), and secondary research were performed to identify four different segments of photographers. Each segment was defined by their primary motivations for taking photos.
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This online company began when it developed a creative publishing service that was simple enough to make anyone an author. Cookbooks, photography, biographies, and portfolios are just some examples of the types of books that can be published with Blurb.
OPPORTUNITY
Since digital cameras were introduced, photo printing has dropped drastically. We need to find out which photo takers will connect with the tangible products that Blurb offers.
RESEARCH We set out to determine what motivates people to take photos. We first conducted secondary research to find out more about the category, the equipment, and the company. We also conducted one-on-one interviews where the different segments began to take shape. In our quantitative research, we segmented our groups based on their motivations and asked them other questions about equipment, ocassions, and sharing habits. We were commited to find out which segment would match Blurb’s product offering and values.
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DEDICATED DOCUMENTER They think that practically everything in life is worth remembering, and they want to be there to capture it all. They believe it is their duty to keep track of life events for themselves, and their family and friends. To them, it is a challenging task, but they have fun doing it.
FOUR SEGMENTS: PRIMARY MOTIVATIONS OF PHOTO TAKERS Dedicated Documenter Serendipitous Snapper Shameless Sharer Hardcore Hobbiest
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They also think that collecting memories through photos is like building a time machine. They want to be able to return to that place, event, or holiday in an instant and remember every detail. It is no surprise that the majority of their time is spent with family and the camera plays a big part in telling the story of their lives. They want polished photos and they know just enough about photography to accomplish that. But it is surprising that only 4% keep photos in a photo album. They are having a harder time holding on to their memories when they are trapped inside their hard drive.
SERENDIPITOUS SNAPPER
SHAMELESS SHARER
These people want to capture the unusual occurences in everyday life. Taking a photo means recording the “twisted” side of the world. They do not take photos for attention or to frame on their wall. They are truly compelled by the subject matter.
They live to show off their pictures. Of course, they like having memories; the real joy is sharing them. Whether it is on Facebook, photo albums, or email blasts, the excitement comes from other people looking at their pictures.
They hardly ever take photos because they are not into capturing Kodak moments or anything similar. When they take photos, it will most likely be of an ironic sign or a flower growing out of the pavement.
They are social butterflies and are taking pictures of everything: weekend gatherings, family dinners, holidays, and road trips. You name it -- they’ve got the pictures. So where do their photos live? They use online photosharing, especially Facebook, Flickr, and Picasa.
They enjoy quirky aspects of living and are happy that they are able to capture a moment of absurdity on camera. They do not alter a picture after it is taken or share with many people. All they care about is the proof living on their camera; they were able to capture a strange moment with their keen eye.
They like to use their photos as conversation starters. “I love it when I find out people commented on my Facebook albums.” They are proud of their photos and the memories they captured because they feel like they are helping peoplle relive the great times they had. Their photos are the postcards of their life.
HARDCORE HOBBIEST They take photos very often, the more the better. Their rule is take many, keep few. They don’t think photography is about being perfect. They try to get as close as they can to capturing a great picture. They will take pictures of anything and everything, especially if it looks like it will make a great image. They often share photos with online communities like Flickr. To them its more about sharing their work with a larger artistic community. Those communities give them something that their family and friends cannot, a venue where their work can be appreciated and critiqued. Because their photos live online, they have no need to print. They have a deep knowledge and desire to continue learning about photography; and they invest in equipment to improve the aesthetic quality of their photos. They take photos for the joy of creating art.
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BLURB IS PERFECT FOR THE DEDICATED DOCUMENTER “If its tangible, its an accomplishment.” A ritual replacement: make the switch from development to upload No more digital dumping
BLURB: EMPOWERING THE DEDICATED DOCUMENTERS TO TRANSFORM THEIR PIXELS TO PAPER
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TACTICS: CONTEXT Reach out to the Dedicated Documenters during memory making moments or online during the upload and browsing stages.
CATCH THEM AT A BIG MOMENT: Blurb should leave free samples of photo books in places where the documenters are thinking about life changing events or once in a lifetime experiences, like bridal shops, ob-gyn offices, and hotel lobbies; places where there is leisure time to flip through the book. CATCH THEM AT ANY MOMENT: If the Documenters believe that there can be a memory in anything, Blurb should catch them at playgrounds, bars, bookstores, restaurants, and dog parks. Anywhere can be the perfect photo opportunity. GET THEM EXCITED WHILE THEY PLAN: Blurb advertisements would have limited placement, but would still cater to the memory making occasions in magazines like Parents, Brides, and Budget Travel. MAKE IT EASY TO MAKE IT TANGIBLE: Blurb ads should exist on the same magazine websites. An important part of the digital presence is encountering the Documenters while they are in the upload phase. You can catch them via Facebook, Picasa or Flickr. It would be added incentive to purchase it on these sites if there was simple functionality to turn the digital files into photo books in a few clicks.
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FERNET-BRANCA Problem: Educate the creative team about Fernet-Branca, the world’s most popular digestive Never having heard of Fernet-Branca before, I was excited to share what I learned with the creative team. As one of my last assignments during my internship, I briefed them and encouraged them to try the most popular ways to drink the bitter Fernet-Branca.
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ASSIGNMENT:
Create TV spots with a viral component in support of Fernet-Branca’s sponsorship of “Bartender Wars.”
BACKGROUND
Like nothing you have ever tasted, Fernet-Branca is the world’s most popular digestive. Strong, aggressive, and not for the easily intimidated, it is an aromatic blend of over 40 herbs and spices in a base of cane alcohol, slowly matured in oak casks. While the exact recipe and process are closely guarded family secrets, some of the known ingredients are aloe, rhubarb, cardamom, peppermint oil, angelica, chamomile and saffron. It rewards the adventurous with a bold and distinctive taste; they are left feeling alive and revitalized. In October, a TV show, “Bartender Wars,” will air - similar to the cooking show “Iron Chef.” Each episode will feature three out of 39 professional New York bartenders/mixologists competing against each other to make the fastes cocktails, the most original cocktails, theme cocktails, etc. The target for this show includes professional bartenders/mixologists, the restaurant trade, and adult consumers who drink cocktails and go out 2+times per week. As one of the sponsors of the show, Fernet-Branca will be prominently displayed on the back bar. Due to exposure and the great opportunity, a large portion of media dollars has been allocated toward this show.
WHAT ARE WE TRYING TO DO?
Raise awareness of Fernet-Branca among cocktail drinkers and invite people with adventurous palates to try Fernet-Branca
THE CHALLENGE
People haven’t heard of this product before, with the exception of key markets (SF, NY, Boston) and if they have heard the name Fernet-Branca, they have little or no knowledge of the product or how to consume it.
THE OBSERVATION
It’s considered mysteriously potent among people who have already tried it.
TARGET
Cultural Thrill-seeker, trendsetter, adventurers, always want to be “in the know,” culturally aware, like to try new things and experiences They are social creatures that relish in the ability to escape from everyday responsibilities. They have a great sense of adventure, especially when it comes to trying new foods and drinks. They are constantly looking out for new trends in fashion, food, travel, or technology. They want to be the first to know and the first to pass it on. They have a strong individualistic attitude and will not sacrifice their values to please others.
SINGLE MOST IMPORTANT THOUGHT What in the world is Fernet-Branca for?
FUELING THE MYSTERY
The secret recipe is guarded by the family with multiple unknown ingredients. It is relatively unknown in most places around the world. The first time people try it, they usually hate it. Interesting uses: hangover cure, digestive aid, experience the “kiss of death,” cooking In San Francisco, a shot of Fernet-Branca is taken followed by a shot of ginger ale. In Argentina, Fernet con cola is the national drink, where Fernet-Branca is mixed with cola.
TONE
Bold, complex, mysterious, secretive, daring
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NIKE FC Problem: Nike needs more credibility in the world of soccer To gain this type of credibility, we needed to create more than an ad campaign. We created an experience, one that was an immersive, passionate way to interact with soccer locally. Our goal was to have soccer fans and players see Nike in a favorable light AND to purchase Nike merchandise.
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OBJECTIVES • Reinforce Nike’s position as the global leader in the world’s game • Create communities in a fragmented world • Expand the reach of Nike ID
OPPORTUNITY Soccer, or football, has legions of passionate fans all around the world. Winning the loyalty of the football fanatics by sharing that passion with them, will give Nike credibility in the world of soccer.
STRATEGY Give passion a playing field.
CONCEPT Nike Football Club: offering a global soccer community locally. Google and Nike together will enable users to organize pick-up games without a formal season or schedule. Organization provided by Google, gear provided by Nike.
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Organized soccer for the unorganized. There are benefits to playing on an organized team. First, there is a schedule which creates the anticipation for every upcoming match. There’s solidarity among teammates, especially among those who have playing together for a long time. There’s an opportunity for records and stats, which measure areas of success and improvement, both for the team and the individual.
ASSETS:
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COMPONENTS • • • • • • • •
Find and create local teams using Google Groups View individual performance Team tips and information Team rankings using individual stats including sportsmanship ratings and records Coordinate games with other Nike FC teams Locate fields Schedule events using Google Calendar Nike Cup: an event that encourages teams to organize games to play across regions
NIKE FC PRODUCT LINE • Nike FC exclusive patch on all branded products • Customizable apparel and equipment using NikeID technology • Jerseys, shorts, socks, warmups • Shin guards, bags, balls, cleats
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PRE-LAUNCH EVENTS
Famous players will go to soccer fields known for pick up games in 12 major cities. The will invite random people in the cities to play a pick-up game with them. The players will hand out Nike FC jerseys and other branded apparel for participants to wear duing the game. A production crew would film the experience and produce videos to broadcast on YouTube or other video sharing sites..
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All participants will be able to keep the Nike FC branded products to remind them of the experience and of Nike.
LAUNCH Nike FC will give away branded jerseys to select teams in multiple regions that sign up first in the Google Groups community. One team equipped with Nike FC gear will provide motivation for the other teams to outfit themselves in their own version of customized Nike FC gear. Non-traditional urban advertising will include sign-up sheets, bus shelter ads and other contextual placement.
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MARTHA STEWART PETS Problem: Show pet lovers that Martha Stewart is a credible resource for pet products. For my Independent Study Thesis, I chose to work with Martha Stewart Living Omnimedia. With my assignment, I learned all about how much Martha loves Francesca and Sharkey, her French Bulldogs, and GK, her Chow. But during the research process, I was amazed at how many people thought that Martha could never be a pet owner and in order for people to believe in her products, they need to know why she cares about pets.
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WHAT IS THE REASON FOR THIS BRIEF?
Martha Stewart is known for perfection: her parties, her home, her life. For many people, its hard imagine her as someone who would welcome an unpredictable, messy force like a pet dog into her home. But she is a pet owner, both loving and inventive and she’s about to launch a product line for pets at Petsmart. It is for other discerning pet owners, like herself, who don’t want to sacrifice aesthetics for function.
WHO ARE WE TALKING TO?
A 34-year-old woman who loves her dog and her home. It is a constant struggle to main both, but it keeps her busy. She admires Martha Stewart, but isn’t necessarily a hardcore fan. In regards to her home, she considers herself fairly inventive. She looks for inspiration in magazines like Real Simple and Martha Stewart Living, and television shows on TLC, Style, and The Food Network. She appreciates good quality materials and great design in shows in her home, her sense of style, and her shopping habits. As for her dog, he is proud member of the family. She can be a tough disciplinarian, but she is known to baby him. She enjoys having a well-trained and playful dog that her family adores.
WHAT DO THEY CURRENTLY THINK OR DO?
She is the primary decision maker when it comes to shopping for her home. She routinely shops for her dog but going to certain pet stores can double as an outing for her dog. She looks for interesting, durable products based on appearance or a specific product attribute; often brand names don’t motivate purchases. She knows that the pet care industry pays little attention to design or style, so she sees Martha Stewart Pets as a welcome change. But she’s also not easily convinced. In order to trust Martha’s products, she wants Martha to be open and honest about her relationship with pets. She has no idea if Martha Stewart has pets OR if she’d even use her own products on her pets.
SINGLE MOST IMPORTANT IDEA
Martha Stewart Pets shows Martha’s devotion to bettering the lives of four-legged family members and their owners.
REASONS TO BELIEVE
Martha Stewart is a pet owner. She has three dogs: two French bulldogs, Francesca and Sharkey, and one puppy Chow, Ghengis Khan or GK for short. She also owns cats, birds, and horses. Similar to most pet owners, she cares for her pets and regularly brings her dogs to the office. Because Martha takes care of her own animals, especially her dogs, she has dealt with all the ups and downs that come with being a dog owner. She gets the wonderful parts like love and companionship, but she’s also had her fair share of messes on the floor, shedding, and chewed belongings. Just because she is Martha “Domestic Diva” Stewart doesn’t mean that her dogs give her or her immaculate home special treatment. She knows that dogs are unpredictable and she set out to solve problems, both stylishly and inventively, for the benefit of both the pet and the owner. By connecting to other dog owners, Martha will become more accesible. Products: Martha Stewart Pets is based on thoughtfulness, both in aesthetic and design. That is what makes the products much different than what is currently on the market. One example of quality is the materials that are used: ones that are usually found in specialty pet stores, not big box retailers like Petsmart. Martha was very involved in the development of the line of products. She tried everything out with her dogs and encouraged her team to solve problems through design.
TONE
Accessible, friendly, honest, open, playful, practical
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LAYERS BED COMPANY Problem: Create an entirely new retail brand and in-store experience in the mattress and bedding category We had the opportunity to formulate the DNA for a brand that we were tasked with creating. Our brand and retail strategy was powerful enough to win the business. It was one of the first times in Brandcenter history that the winning pitch will become reality.
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CURRENT CHALLENGES
The mattress buying experience is currently doing a disservice to mattress buyers everywhere. Customers are uncomfortable. They have to lay on a mattress in a warehouse lined with rows of fluorescent lights and eager salespeople staring at them from above. We want to give them an experience that will be worth a return visit.
DELIVERABLES
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Store & product names Positioning Strategy Visual identity, color palette, etc. Employee attire and conduct In-store experience Store layout
TEAM OBJECTIVES
• Improve upon the existing retail experience, where buying a mattress is a painful process • Engage customer through the retail experience • Make sure all tactics and elements stay true to the brand we created, Layers Bed Company • Differentiate Layers Bed Company with five words: practical, authentic, honest, inviting, considerate
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BRAND ATTRIBUTES CONCEPT Every bed is made up of layers of textures and fabric. Each layer has a different purpose. When you combine them them, you get a bed that has proper function and perfect comfort. We believe in five essential layers, but we want our guest to define what truly matters for their sleep experience through their sense of touch and access to knowledge..
POSITIONING Layers Bed Company is recreating the foundation for sound sleep.
IN-STORE STRATEGY Layers Bec Company helps customers define their personal sound sleep equation.
INSPIRATION Modern elements: clean, intuitive Simple decor ensures that the bed is hero Vintage eclecticism: authentic, trustworthy Brings a bit of familiarity to a new brand
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STORE DESIGN
The retail experience was created to be authentic (bed shown in natural environment) and considerate (salesperson demeanor).
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PACKAGING & LABELING
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RETAIL SUPPORT PIECES IN-STORE SIGNAGE When customers are shopping for mattresses, they are often confused by sales speak or fancy language. Our job at Layers Bed Co. is to be as straightforward as possible. We decided to put a sign by each different mattress to translate technical terms for the everyday sleeper. Examples: Individually wrapped pocket coils - Your parner moves but you don’t feel it Medium-hard firmness - Best for lower back pain, a balance between support and comfort
RECEIPT AND LEAVE-BEHIND After customers purchase a layer or two, they will receive a leave-behind folder that includes their receipt. Included in that are instructions to care for Layers’ linens, tips for getting a good night’s sleep, and a guarantee with contact information. We really believe that our brand is based in practicality and is an authentic way to shop for bedding. We wanted to create an atmosphere where the sense of touch and knowledge were valued.
OUR BRAND AND STORE EXPERIENCE WILL BE CREATED, OPENING IN RICHMOND, FALL 2010.
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In this business, the more problems you solve, the better you get. Bruce Bendinger
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BRAND EXPERIENCE Aqualisa Quartz Bayer’s One-A-Day Blurb Chapstick Coty Ebony Magazine Fernet-Branca Flybar Girl Scouts of America Goodwill Hasbro Homeland Security System JC Penney Kingsford Layers Bed Company Moet & Chandon Nike Oscar Mayer Red Bull Seventh Generation Sirius XM Starbucks Subway Tim Burton’s Alice in Wonderland Toys ‘R’ Us Universal Vitamin Angels
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I BELIEVE IN... the power of a good walk
the magic of movies
the creation of a delicious meal
the potential of the imagination
Anytime and everywhere. Fresh air gets you feeling, thinking, and living. Traveling by foot lets you see, smell, and hear things that you wouldn’t be able to if you were trapped in a car.
I always want to see how things are made. One of my favorite things to watch is the ‘making of’ section on DVDs, especially musicals. A particular favorite is the Do Re Mi sequence.
I don’t have an experienced palate, but I love to cook and ogle food blogs. What atracts me to the science of cooking is that many ingredients come together to create a masterpiece.
I love Harry Potter; there is so much to get lost in. I never tire of the world JK Rowling created. I’ve tried every candy, learned the rules of quidditch, and I know each character by their full name.
And I believe that after the dig, you find that the magic is in the details.