lem b o r p a e v l o s t o “You cann pe y t e m a s e h t h t i w to d e s u s a w t a h t g of thinkin create it.” Albert Einstein
Hi there. I’m bryan. I wanted to be a rock star, but that just didn’t happen. I went back to school for psychology because people fascinate me, but after working in an ER for two years I discovered that I didn’t want to be a doctor. To me, the logical next step was advertising. I mean what business relies more on understanding people without having to give them pills? When I was finishing college I worked at a tiny agency that represented some local banks and hospitals but I wanted to do something creative, something “bigger.” Unfortunately, “bigger” wasn’t hiring people with no experience so I looked into other options. I could keep waiting tables and mowing lawns to make ends meet while I wrote PR for a local bank, or I could go to graduate school. Hello Brandcenter. Two years later I am a blossoming “Creative Strategist” an eager “Brand Innovation Engineer” a willing “Account Planner” a hopeful “Consumer Insight Generator,” and I’m hoping that “bigger” is finally hiring. Hello you.
me
Contents - saving scouting - use your imagination -“I’m not a runner - intermission - bringing fridays home - Making the Mariners’ - Contact Info
Boy scouts of america Problem: BSA recruitment numbers are declining rapidly and the brand is viewed as “old hat” and “irrelevant” Objectives: Reposition BSA as a relevant brand and educate the public to its benefits, as well as increase enrollment numbers by 4% this year Target: Parents of both Second and Third graders Method: Conduct secondary research into BSA recruitment models and advertising methods. Conduct 1 on 1 interviews with parents of scouts and non-scouts as well as kids involved with scouts and kids that weren’t, to understand why enrollment is declining.
a broken model First we took a look into why BSA’s recruitment numbers are down. What we found was their previous method of sending scout leaders into schools once a semester to present and hand out flyers to take home was no longer allowed because other groups soliciting children wanted the same option.
budget
We looked into how BSA was spending their 28k budget per region, and found that most of the money was going to printing flyers for the children to bring home. Since this was no longer an option, it freed up the cash for other recruitment methods
finding insight In focus groups we discovered that the brand was no longer viewed as relevant. The known benefits of scouting had been lost on the general public.
But when asked what benefits are important in an extra curricular activity, parents mentioned many of the attributes of scouting such as “teamwork,” “leadership,” and “responsibility”
So where were parents sending their kids to obtain these values
?
We found the target averages 4+ extra curricular activities each week making time one of our largest competitors
80
Why all the activities? Parents wanted their children to socialize, build their resume for college, and also explore different things that they might enjoy, all benefits of scouting.
60 40
Sports took up the highest percentage of the targets time, so we analyzed them a bit further
20 0 70.0 52.5 35.0 17.5 0
sports
clubs
education
lessons
Soccer topped the charts with over 67% of the target being involved with it for at least ten weeks out of the year, and many of those surveyed played twice that much each year
baseball
soccer
football basketball
We now know that parents choose these sports based on the benefits they represent, and that they coincide with the BSA brand, but turning the scouts completely into a sporting event wasn’t going to maintain all that scouting had to offer.
That’s when it hit us.
Strategy: Align scouting with youth soccer leagues by sponsoring youth teams.
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Benefits: - scouting can “piggy-back” off of soccer’s relevant and popular brand perception - as sponsors, BSA are entitled to speak with the team and parents about the benefits of scouting and recruitment - each team only costs about 1100 bucks to sponsor each season, meaning each region (made up of about seven counties) could sponsor 25 teams - each team travels, playing all the non-sponsored teams giving the sponsorship a HUGE reach!
Youth soccer organizations loved the idea! They are constantly looking for sponsors that represent the type of brand that they are, and the BSA was a “Sure Fit” BSA also thought the idea was a hit, and are working nationally to get a program started
LEGO “Build your Imagination” Brief The Problem: Children are growing up before their time. Kids everywhere are trying to mirror their older siblings by asking for cell phones, Ipods, and laptops instead of toys for their age and mom is giving in because “learning to use a computer” might have benefits, but “playing with blocks” might not.
(attached to the back of the brief)
what you see
Objectives: • Remind mom of all the benefits of playing with blocks • Position the LEGO brand as the ‘building block” of child creativity. Target: Primary- Parents with children ages 2-8 (purchasing agents)
SecondaryChildren ages 2-8
What we know about them: The Parents: Want their children to have a “childhood” and would rather their child’s imagination be sparked by creativity than be force-fed ideas via the digital world, but seem to have forgotten some of the original outlets and values of creation.
what they see
The Children: Still have the ability to see things in a unique fashion. At this age everything from riding the bus to walking through the woods is an adventure filled with imagination and creativity. Everything seems like more than it really is. Most important message: LEGO preserves the joy of childhood by being an outlet for creativity. Brand Tone: The company name, LEGO, was coined by founder Ole Kirk Christiansen from the Danish phrase leg godt, which means “play well” and the brand has stayed true to its name for nearly 60 years. Advertisements should be “Shreklike”. . fun and easy to understand, but with a literal sensibility that parents can respect and enjoy.
build your imagination
“I’m not a runner” Client:
New Balance
Problem: NB faces low brand equity and market share in the 16-34 demographic against the dominate “bigger, faster, stronger” position of Nike. Objectives: Find a new place for NB to live in the minds of the target that differentiates it from the Nike and other “me too” brands that will increase NB’s market share Method: Conduct 1 on 1 ethnographic interviews that take a deep dive into the targets world of running, motivations for choosing a brand, and how they view themselves as athletes. Findings: During interviews runners naturally divided into running groups (fair weather, rain or shine, trainers, and marathon men) that could be depicted by three prominent variables. - Was image or function more important? - Did they consider themselves a runner? - How many miles a week did they run?
*This project was conducted freelance by a team of students to aid Cramer-Krasselt in their NB pitch
finding what nike missed
(fair-weather runners)
“I’m an athlete” - runs less than 8 miles weekly - image is much more important than function
We decided it was best not to target the fair weather runners, because their focus was only in an area where we couldn’t compete
(rain or shine runners) “I’m not an athlete” - runs more than 24 miles weekly - function is slightly more important than image
(the trainers) “I’m not an athlete” - runs more than 30 miles weekly - function is much more important than image
We decided to target the under-served market that lie hidden in the middle of the target. These two groups run regularly to stay in shape, to support another sport, or simply to relax, but don’t necessarily consider themselves “athletes.” Their primary concern is function but they haven’t established their long-lasting brand relationships leading them to be over looked by Nike, and making them a perfect match for the NB Brand
(marathon men)
“I’m an athlete” - runs more than 35 miles weekly - function is the only thing that matters
We decided it was best not to target the marathon men, because they had already established long lasting brand relationships
the result
Insight: There is an under served segment within the target that isn’t interested in the “bigger, faster, stronger” hype, and that hasn’t yet established a long-term relationship with any brand. Strategy: Target the under-served market that the competition is ignoring, the devoted everyday athlete that isn’t in it for fashion or super-bowls. This creates an untouched brand position that NB can occupy and a tone that represents consumer understanding. “you say you’re not an athlete, we beg to differ.”
“all of my heros are either dead or cartoons”
bringing
home
new product development Client: TGI Friday’s Problem: Friday’s is facing slow growth in a saturated market Objectives: Increase profitability and market share by sharpening Friday’s position against it’s competition Hypothesis: There is a celebration at the heart of every Friday. This is something no other restaurant in the category can own and is something that Friday’s can leverage. Methods: Primary qualitative research (1-on-1 interviews and surveys)
TO TEST our hypothesis we ranked Friday’s against it’s competition in the area’s of “Party Atmosphere, Friendliness, and Cocktail Selection” just the sort of things that you would expect to find at a good party. As you can see from our graph to the left, Friday’s has made itself synonymous with the idea of a “celebration.”
THEN, we took a look into how often our customers visited a restaurant in the category each month and found that it was rather frequent
THEN, we looked into our secondary competition, the “carry-out” segment, and found that almost 70% of our customer base was taking food directly home from the restaurant at least once a month
so what?
We now understood where Friday’s position was in the category, but how could we reinforce this position and use it to create more revenue?
music
alcohol
food
We decided to take a closer look at what made a good celebration, not surprisingly music, alcohol, and food topped the list. But these are things that Friday’s already ranked highly on. So we took another look at food at a celebration since it is our primary product.
how food is prepared at parties
Prepared by h ost Catered Take-out
Upon close examination we found that over 50% of food at parties is catered in some form, and we could draw a line between this and our take-out numbers. The solution became clear.
Friday’s already owned the idea of celebration, and a majority of our customers were bringing home a piece of the party regularly. . .
WHY NOT BRING THE PARTY TO THEM?
Introducing Friday’s Celebration Station
Features: -
“Making every day a celebration”
Friday’s Cocktails Full Menu (prepped in advance) A staff member Music Ipod Karaoke
Available for: - Private Parties - Birthday Parties - Office Events
Mariners’ Museum Creative brief romancing the mystery of the sea.
Problem: The Mariners’ Museum is facing declining ticket sales due to low brand awareness and an inconsistent brand position Target: Male decision makers: Skewing ages 48- 70 that are college educated and pulling in 60k or more annually. They are active retirees, usually married and have enough time to travel and smell the roses. History, learning, and discovery are a lifestyle. They need to understand that: The National Mariners Museum preserves the “romance of the sea” Why should they believe? • Most extensive collection of maritime exhibits in the US • Largest maritime museum in North America • Premier civil war exhibit (USS Monitor) • Their focus is on education, entertainment, and preservation. • 97% satisfaction rate with many repeat visits Tone: Bold and adventurous, like the sea. Channels: The museum is located inside the historic triangle off of RT64 East in Norfolk, VA. There are many museums and sights in this area that are all accessible from the main highway and then through downtown, in fact many visitors stay just minutes from the museum. However; there are currently no Mariners’ billboards, or signage posted in the downtown area.
Making the Mariners’ - Brief - hotel gifts - wild posting
go to them “Historic� products to be distributed throughout hotel rooms in the area during the high traffic seasons branded with museum information on the rear labels.
wild posting
Wild posting I
Mariners’ Museum
Wild posting II
Mariners’ Museum
Wild posting III
Mariners’ Museum
Benefits of a digital portfolio -
I can claim the “green” movement it can be longer and not look intimidating it’s way cheaper I can email again if you lose it
bryan marville 843-441-0308 marvillebr@yahoo.com www.marvillebr.wordpress.com
Also available from the author - a “black and white” resume - a PDF version of this portfolio - discussion over beer