Mojgan Manoochehri Portfolio 2017 by Mona Manoochehri

PASSION TO INSPIRE I love to read inspirational quotes as these powerful nuggets of wisdom always motivate me to take an action. They inspire me to stay focused on my activities and help me to overcome all the challenges I face. I used to write down the most inspiring ideas from books into my notepad and read them from time to time. Now I start each day by choosing the quote that best resonates with my mood and placing it on my computerâ&#x20AC;&#x2122;s screen. Each time I look at the screen, I see a great advice helping me to move forward. Motivational quotes definitely rank high among different ways to get inspiration from. I have stated some quotes on the following pages in order to make all of us inspired today. Enjoy it.

TABLE OF CONTENTS About Me

6 Capabilities

8 Client List

9 Accomplishments & Awards

10 Catch Restaurant & Lounge

12 Sass Café

20 Novikov Restaurant & Lounge

24 Moe’s on the 5th

28 The SmallVille Hotel

ABOUT ME My name is Mojgan Manoochehri. I am a freelancer with over six years of extensive experience in social media & digital marketing, branding, public relations and event management. I manage social media marketing with a focus on strategy and creative contents that are intellectually provocative and impossible for consumers to ignore or forget. I also create, evolve & grow brands through unique, original & creative solutions. I customize my process for each client, tailored to fit their needs, the scope of the project, and the overall budget. MY MISSION My mission is to build profound connections with consumers and or businesses by creating brands and telling brandsâ&#x20AC;&#x2122; stories that stimulate the intellect and stir the soul. MY CONTACT INFORMATION Tel: (845) 598 3904 E mail: mojimanoochehri@gmail.com To give you a taste of my design style and abilities, I included selected works from my social media and digital marketing experiences on the following pages. Iâ&#x20AC;&#x2122;d welcome an opportunity to learn your thoughts and discuss how I can make your project successful.

CAPABILITIES I've helped my clients generate million of dollars in revenue through my services and activities. From the initial brand strategy and marketing strategy to final delivery, I am fanatical about coming up with original and creative solutions. My comprehensive approach has been developed and refined over the course of many projects for various brands. I obsess about the details and I am not happy until my clients are happy. The following section outlines a broad range of my capabilities. I’m happy to discuss your specific needs and how I may be of help. When you’re ready for me, I’ll be ready for you.

SOCIAL MEDIA & DIGITAL MARKETING §

SOCIAL MEDIA & DIGITAL MARKETING STRATEGY DEVELOPMENT

SOCIAL MEDIA & DIGITAL MARKETING & MANAGEMENT

INFLUENCER MARKETING

SOCIAL MEDIA CAMPAIGN DEVELOPMENT

ARTWORK DIRECTION

ARTWORK AND GRAPHIC DESIGN

COMMUNITY MANAGEMENT

BRANDING

BRAND STRATEGY DEVELOPMENT

VISUAL IDENTITY

CREATIVE DIRECTION

LOGO DESIGN

NAME DEVELOPMENT

BRAND TONE & VOICE

BRAND EVALUATION

CLIENT LIST I have worked with various clients worldwide across diverse industries: hospitality, restaurants, nightlife, lifestyle and luxury brands and entertainment. I have clients in all over the world; USA, Singapore, Dubai, Abu Dhabi, Turkey, and Beirut. My clients range from early-stage startups to global brands like Dom Perignon, Red Bull, Voss Arabia, Grey Goose and ... Client List: Dom Perignon, Red Bull, Grey Goose, Voss Arabia, Formula 1, Ferrari, Maserati, Bravo TV Channel, E Channel, Catch Restaurant Abu Dhabi, Novikov Restaurant & Lounge Dubai, Sass Cafe Dubai, Moe's on the 5th, Boutiq Ultra Lounge Dubai, Yas Beach, O1 Yas Island, Blu Marlin Ibiza UAE, LIV Yas Beach, Ritz Carlton Hotel, SamallVille Hotel, and â&#x20AC;Ś

ACCOMPLISHMENTS & AWARDS I have managed to achieve the followings for my clients:

MEDIA & EDITORIAL COVERAGES The following media coverages are achieved for Catch Restaurant & Lounge, Sass Café, Novikov Restaurant & Lounge and Moe’s on the 5th. Major Press & Editorial Coverages in national & International print and digital magazines: Time Out, What's On, Dining & NightLife, Caterer Me, Ahlan, ShortList , Concierge, The National, Hotelier Middle East, BBC Good Food, Tabloid, Abu Dhabi Confidential, Dubai Confidential, Luxos, ...

AWARDS Catch Restaurant & Lounge – Abu Dhabi

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Awarded “ BEST SEAFOOD RESTAURANT” in Abu Dhabi by Time Out Abu Dhabi 2015 & 2016 Awards (TOAD AWARDS 2015) & (TOAD AWARDS 2016) Awarded “BEST LOUNGE BAR OF THE YEAR” in Abu Dhabi, 2016 by Time Out Abu Dhabi 2016 Awards (TOAD MUSIC & NIGHTLIFE AWARDS 2016) Awarded “FAVORITE SEAFOOD RESTAURANT” & “ FAVORITE BUSINESS LUNCH” in Abu Dhabi 2016 by What’s On Awards 2016 Awarded “HIGHLY COMMENDED CHEF OF THE YEAR” 2017 by Caterer Me 2017 Awards Nominated for “ BEST FINE DINING RESTAURANT” in UAE 2017 by BBC Good Food ME 2017 Awards

Sass Café – Dubai

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Winner of “THE PROCHEF” Middle East 2016 Awards by CPI Media Group

Novikov Restaurant & Lounge – Dubai

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Awarded “BEST ASIAN RESTAURANT” in Dubai by BBC Good Food ME 2016 Awards Nominated for “THE PROCHEF” Middle East 2016 Awards by CPI Media Group Awarded “ BEST ASIAN RESTAURANT” in Dubai by Time Out Dubai 2017 Awards (TOAD AWARDS 2017) Nominated for “BEST FRIDAY BRUNCH” & “ BEST FINE DINING” in Dubai 2017 by ShortList 2017 Awards

_____________________________________________________________________________ PROJECT OBJECTIVES § § § § §

Create Brand Awareness Position The Venue As A Fun-Luxury Lifestyle Restaurant Attract New Customers Convert Customers To Loyal Customers Generate High Revenue

_____________________________________________________________________________ APPROACH 1) 2) 3) 4) 5)

Developed digital marketing strategy Created on going series of campaigns on digital platforms and on traditional channels Developed on going promotions for food, beverage, and live entertainment Created engaging contests Created contents to engage and encourage audience and customers to share their experiences at Catch on social media platforms 6) Implemented influencer marketing activities; Bloggers, Celebrities, UAE Film Production Companies, Red Bull, Formula 1, and Ferrari 7) Developed cross marketing with several globally renowned brands; St. Regis Hotel, Nation Towers, Voss Arabia, Simply Abu Dhabi, Red Bull and Formula 1 8) Initiated strong connections and relationships with editors and journalists of major National and International Magazines, articulated and disseminated press releases

_____________________________________________________________________________ RESULTS 1) Generated $12,000,000.00 revenue on the first year of implementing digital marketing and public relations activities (2015) 2) Major Press & Editorial Coverages in National & International print and digital magazines 3) AWARDS: a) Awarded “ BEST SEAFOOD RESTAURANT” IN Abu Dhabi by Time Out Abu Dhabi 2015 & 2016 Awards (TOAD AWARDS 2015) & (TOAD AWARDS 2016), b) Awarded “BEST LOUNGE BAR OF THE YEAR” in Abu Dhabi, 2016 by Time Out Abu Dhabi 2016 Awards (TOAD MUSIC & NIGHTLIFE AWARDS 2016), c) Awarded “FAVORITE SEAFOOD RESTAURANT” & “ FAVORITE BUSINESS LUNCH” in Abu Dhabi 2016 by What’s On Awards 2016, d) Awarded “HIGHLY COMMENDED CHEF OF THE YEAR” 2017 by Caterer Me 2017 Awards, e) Nominated for “ BEST FINE DINING RESTAURANT” in UAE 2017 by BBC Good Food ME 2017 Awards 13

“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they'd like to go." – Seth Godin

Campaign Name: NOT JUST A RESTAURANT. A LIFESTYLE. ___________________________________________________________________________ To position Catch restaurant as a fun-luxury lifestyle venue, I developed “Not Just A Restaurant. A Lifestyle.” Campaign and created elegant illustrations and artworks to communicate fun luxury lifestyle.

Campaign Name: #GETTHECATCH? ___________________________________________________________________________ To position Catch restaurant as a fun-luxury lifestyle seafood restaurant, I developed “#GetTheCatch?” Campaign and created artworks in fun and quirky visual style in order to communicate the fun personality of Catch and also to showcase the freshness of its products in the most engaging style.

Campaign Name: THE NEW TERMINAL TO LUXURY ___________________________________________________________________________ Catch restaurant wanted to attract Etihad Airways employees and cabin crew by offering them discount cards and incentives. As a result I created “The New Terminal To Luxury” and “Your Boarding Pass To New Heights” campaigns in order to attract Etihad Airways employees and cabin crew in the most elegant and creative style. Etihad Airways is the second largest airline of the UAE.

Campaign Name: SUSHI & SAKE SUNDAY SERIES ___________________________________________________________________________ In UAE, Sunday is the first day of the week and the sales on Sunday nights were not reaching the desired numbers at Catch. I decided to take on an approach from a refreshing point of view by creating unique concept for Sunday. I developed “Sushi & Sake Sunday Series” Concept to transport guests to Asia through Zen-like culinary journey. The concept was launched at Catch rooftop lounge in sublime setting with unparalleled views of the Arabian Gulf. Every single element was selected distinctly and carefully to bring this concept to life in the most complete way, appealing to all senses. From compilation of soft Buddha Bar music that played by live DJs, the lighting effects, signature sushi, nigiri and sashimi collections, and highly trained sake sommeliers to the impeccable service, every aspect of the Sunday experience showcased the true sense of Zen-like journey. I also created “Sushi & Sake Sunday Series” Campaign to introduce the concept and attract potential customers to one of a kind Zen-like culinary journey.

“Imagination is more important than knowledge." – Albert Einstein

Campaign Name: THE FINER THINGS IN LIFE ___________________________________________________________________________ To attract affluent and more discerning audience to Catch, I decided to showcase and highlight the restaurant’s high priced F&B products through “The Finer Things In Life” Campaign. I conducted a series of photo shoots to capture the essence of F&B products in the most appealing and visually attractive style. I have also crafted the written contents providing short but precise information on the characteristic of each item in order to educate and delight at the same time. Photographs and artworks have been incorporated into Catch website as well. www.catch.ae

Campaign Name: #CATCHABREAK ___________________________________________________________________________ In order to keep the restaurant consistently full during lunch hours, especially during work week, I created “#CATCHABREAK” Campaign to attract businesses, employees, and management of the companies to Catch Restaurant during lunch break and to boost lunch sales.

FOOD & DRINK PHOTOGRAPHY | FOOD & DRINK PROMOTIONS ___________________________________________________________________________ I created photography directions and conducted food & drink photoshoots for Catch Restaurant. All photographs have been utilized for promoting and showcasing food and drink items on digital platforms and on traditional channels. Photographs are incorporated into Catch website as well.

PERFORMERS PHOTOGRAPHY | LIVE ENTERTAINMENT PROMOTION ___________________________________________________________________________ I conducted DJs, performers and entertainers photoshoots and created artworks for the purpose of promoting live entertainment and events on digital platforms and on traditional channels. Additionally, I have created enticing names for each live entertainment; Pour Elle, Signature Weekends, Urban Saturdays, C.R.E.A.M (Catch Rules Everything Around Me), and etc.

“Great things are done by a series of small things brought together." – Vincent Van Goh

MAGAZINE DESIGN ___________________________________________________________________________ I developed and designed “#CATCHMARKS MAGAZINE”; a monthly print magazine featuring lifestyle, travel, leisure, food and beverage. This magazine is designed specifically for Catch’s VIP guests.

GUESTS & AUDIENCE ENGAGEMENTS ___________________________________________________________________________ I created “#CATCHMARKS” which is a weekly inspirational quote and developed artworks to engage, inspire and entertain guests and audience. I also created “#MYCATCHDIARY” and developed artworks in order to engage guests by enticing them to share their experiences and moments at Catch by showcasing their photographs during their visits at Catch on social platforms.

EVENT PROMOTIONS & CROSS MARKETING ___________________________________________________________________________ I initiated cross marketing with some of the well known brands; Red Bull and Formula 1 and created artworks to promote their events on Catch social platforms and in return get exposure for Catch on their digital platforms.

_____________________________________________________________________________ PROJECT OBJECTIVES § § § § § §

Increase Brand Awareness Increase Audience Engagement Increase Reach Position The Venue As A Sexy Restaurant & Lounge Increase Customer Base Increase Revenue

_____________________________________________________________________________ APPROACH 1) Developed social media marketing strategy 2) Created visually appealing artworks and developed on going promotions for food, beverage, live entertainment and events on social media platforms 3) Conducted food, beverage and atmospheric photoshoots for promotional purposes on digital platforms 4) Created contents to engage and encourage audiences and customers to share their experiences at Sass Cafe on social platforms 5) Implemented influencer marketing activities; Bloggers, Celebrities, UAE Film Production Companies, and Ferrari

_____________________________________________________________________________ RESULTS 1) Increased IG followers from 3 K (number shown on 2014) to 21.6 K (number shown on 2017) in one and half years 2) Increased FB followers from 5.4 K (number shown on 2014) to 24.455 K (number shown on 2017) in one and half years 3) Generated $8,000,000 in revenue through social media marketing and public relations activities on year 2015; 55% increase compare to fiscal year 2014, and 25% increase in revenue on year 2016 in comparison with fiscal year 2015. 4) AWARD: a) Winner of “THE PROCHEF” Middle East 2016 Awards

“If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger." – Jay Baer LIVE ENTERTAINMENT & EVENT PROMOTIONS ___________________________________________________________________________ I created artworks and contents for promoting live entertainment and events at Sass Café on digital platforms. I also developed photography directions and conducted live entertainment photo shoot for promoting the events on digital platforms.

BRUNCH PROMOTION ___________________________________________________________________________ I created animal theme “La Brunch” Concept for Sass Café and developed artworks in harmony with the concept for promoting the brunch on digital platforms.

_____________________________________________________________________________ PROJECT OBJECTIVES § § § § § §

Increase Brand Awareness Increase Audience Engagement Increase Reach Position The Venue As A Modern And Ultimate Culinary Destination To Asia Increase Customer Base Increase Revenue

_____________________________________________________________________________ APPROACH 1) Developed social media marketing strategy 2) Created visually appealing artworks and developed on going promotions for food, beverage, and live entertainment and events on social media platforms 3) Conducted food, beverage and atmospheric photoshoots for promotional purposes on digital platforms 4) Created contents to engage and encourage guests to share their experiences at Novikov on social media platforms 5) Implemented influencer marketing activities; Bloggers and Celebrities

_____________________________________________________________________________ RESULTS 1) Increased IG followers from 1.5 K (number shown on 2015) to 35.2 K (number shown on 2017) in one and half years 2) Increased FB followers from 2.8 K (number shown on 2015) to 14.641 K (number shown on 2017) in one and half years 3) AWARDS: a) Awarded “BEST ASIAN RESTAURANT” in Dubai by BBC Good Food ME 2016 Awards, b) Nominated for “THE PROCHEF” Middle East 2016 Awards, c) Awarded “ BEST ASIAN RESTAURANT” in Dubai by Time Out Dubai 2017 Awards (TOAD AWARDS 2017) d) Nominated for “BEST FRIDAY BRUNCH” & “ BEST FINE DINING” in Dubai 2017 by ShortList 2017 Awards

“Don’t find customers for your products. Find products for your customers." – Seth Godin

LIVE ENTERTAINMENT & EVENT PROMOTIONS ___________________________________________________________________________ I created artworks and contents for promoting live entertainment and events at Novikov Restaurant on digital platforms. I also developed photography directions and conducted live entertainment photoshoot for promoting the events on digital platforms.

‘THE MARKET’ PROMOTION ___________________________________________________________________________ I developed “From Market To Table” and “Novikov On The Map” Concepts and created artworks in order to promote ‘The Market’; a semi circular bar at Novikov that exhibits variety of seafood, fresh fish and fresh organic fruits and vegetables from all over the world.

BUSINESS LUNCH PROMOTION ___________________________________________________________________________ I created artworks to promote business lunch on digital platforms.

FOOD & DRINK PHOTOGRAPHY | FOOD & DRINK PROMOTIONS ___________________________________________________________________________ I created photography directions and conducted food & drink photoshoots for Novikov Restaurant. All photographs have been utilized for promoting and showcasing food and drink items on digital platforms.

_____________________________________________________________________________ PROJECT OBJECTIVES § § § §

Create Brand Awareness Create Buzz & Momentum Build Highly Engaging Customer Base Position The Venue As A Fun Bistro & Lounge With Sexy French Personality

_____________________________________________________________________________ APPROACH 1) 2) 3) 4)

Developed digital marketing strategy Developed on going series of promotions for food, beverage, live entertainment and events Created engaging contests Created contents to engage and encourage guests to share their experiences at Moe’s on social media platforms 5) Implemented influencer marketing activities; Bloggers and Celebrities 6) Initiated strong connections and relationships with editors and journalists of major National and International Magazines, articulated and disseminated press releases

_____________________________________________________________________________ RESULTS 1) 2) 3) 4)

Increased Instagram followers from 10 to 900+ in 3 months Increased audience engagements Secured Media and Editorial Coverages; print & digital Established relationship and connections with various influencers to maximize the restaurant's exposure on line as well as off line 5) Created highly engaging customer base for the venue; daily reservations over its maximum capacity

“Styles come and go. Good design is a language, not a style." – Massimo Vignelli

LIVE ENTERTAINMENT & EVENT PROMOTIONS ___________________________________________________________________________ I created artworks and illustrations for promoting live entertainment and events; live music, happy hour, ladies night and etc. on digital platforms and on traditional channels. Additionally, I conducted DJs, performers and entertainers photoshoots for the purpose of promoting live entertainment and events on digital platforms and on traditional channels. Furthermore, I have created the names for each live entertainment; French Kiss, The NY Affairs, After Dark at Moe’s and so on. Artworks have been incorporated into Moe’s on the 5th website as well.

CIGAR LOUNGE PROMOTION ___________________________________________________________________________ In order to promote cigar lounge, I decided to develop unique names for each promotion and created visually appealing artworks to showcase various elements and products in conjunction with informative written contents. The followings are the unique names that I created for each promotion and the purpose of each activity: Aficionado – to promote cigar collection Wine Wisdom – to promote wine list and educate the audience at the same time Gentlemen’s Knowledge – to promote liquors and educate the audience at the same time

FOOD & DRINK PHOTOGRAPHY | FOOD & DRINK PROMOTIONS ___________________________________________________________________________ I created photography directions and conducted food & drink photoshoots for Moe’s on the 5th. All photographs have been utilized for promoting and showcasing food and drink items on digital platforms and on traditional channels. Photographs and artworks are incorporated into Moe’s on the 5th website as well. www.moesonthefifth.ae

“People think that stories are shaped by people. In fact It's the other way around." – Terry Prachett

CONTEST DEVELOPMENT ___________________________________________________________________________ I created various contests in order to increase followers and increase engagements.

GUEST & AUDIENCE ENGAGEMENTS ___________________________________________________________________________ I developed “#MOESMOMENTS” and created artworks to engage guests by enticing them to share their experiences and moments at Moe’s on social platforms. I have also created “Moe’s Entourage” to showcase guests pictures on Moe’s social platforms in order to create emotional connections with guests and audience.

MAGAZINE CREATION ___________________________________________________________________________ I designed “Tales of Moe’s Hummingbird Magazine” which is a weekly digital article; featuring interesting facts and information about hummingbird. I designed the cover page of the article in the form of magazine style and every week I create and present a new cover page for the new article. I developed this magazine to communicate Moe’s on the 5th brand story. The reason for choosing hummingbird as a name of the magazine is that hummingbird is part of Moe’s logo. I have also incorporated Hummingbird watermarks into many of Moe’s artworks.

PYRAMID DESIGN – HOTEL IN-ROOM MARKETING COLLATERAL ___________________________________________________________________________ Moe’s on the 5th is located on the 5th floor of Sheraton Grand Hotel in Dubai, so in order to promote the restaurant to hotel’s guests, I have created various marketing collaterals to be displayed in the hotel lobby, concierge and in the guest rooms. The four triangular artworks that have been showcased here are the four faces of Pyramid that I have designed for the purpose of displaying in the guest rooms.

_____________________________________________________________________________ PROJECT OBJECTIVES § § § §

Increase Brand Awareness Increase Audience Engagement Increase Reach Position the hotel as a high end lifestyle hotel brand

Increase Bookings / Reservation

Increase Revenue

_____________________________________________________________________________ APPROACH 1) Developed social media marketing strategy 2) Created visually appealing illustrations and artworks for showcasing the hotel’s guest rooms and amenities on social media platforms in the most engaging style 3) Conducted food, beverage and atmospheric photoshoots for promotional purposes on social media platforms 4) Created contents to engage and encourage guests to share their experiences at the hotel on social media platforms

_____________________________________________________________________________ RESULTS 1) Increased IG followers from 1.1 k (number shown on June 2015) to 4.454 K (number shown on 2017) 2) Increased FB followers from 21.2 K (number shown on 2015) to 42.498 K (number shown on 2017) 3) Increased hotel’s RevPAR (revenue per available room) by 22% on 2015 in comparison to 2014 and 15% increase on 2016 in comparison with 2015.

“What really decides consumers to buy or not to buy is the content of your advertising, not its form." – David Ogilvy SHOWCASING THE HOTEL’S GUEST ROOMS & AMENITIES ___________________________________________________________________________ I created illustrations and conducted atmospheric, guest rooms and amenity photoshoots. Then I combined the illustrations and actual photographs for creating my final artworks which have been utilized for promoting the hotel on social media platforms.

PROMOTING THE HOTEL’S RESTAURANTS ___________________________________________________________________________ I conducted food & drink photoshoots for all the hotel’s restaurants. All photographs have been utilized for promoting and showcasing the restaurants, and F&B items on digital platforms.

GUEST & AUDIENCE ENGAGEMENTS ___________________________________________________________________________ I developed “#THESMALLVILLELIFE” and created artworks to engage guests by enticing them to share their experiences and moments at the hotel on social platforms. I also created various avatars for Sophie; one of the hotel’s owner, and named the artworks as “#SOPHIESAYS”. #SOPHIESAYS is about engaging guests and audience by quoting interesting facts in fun and appealing style.

MAGAZINE DESIGN ___________________________________________________________________________ I designed and developed The SmallVille Hotel Magazine which is a monthly print magazine for the hotel’s guests; featuring lifestyle, leisure, F&B and travel.