Book by Rachel Stallworth

cultural

communications

brand behavioral

brandconceptual experience experience communications

culturalstrategist conceptual experience cultural

communications conceptual communications behavioral

brand

rachel stallworth

Rachel Stallworth Strategist

Rachel.Stallworth@Gmail.com | 720.320.4625 | RachelStallworth.com

Contents: About me 1 Anti-Tobacco 11 Walmart 19 Sweetâ&#x20AC;&#x2122;N Low 31 Noxzema 39 Wonder Bread Resume

Marine Biology Camp When I was eight, I went to Marine Biology Camp. There, I learned things that have stayed with me: Fish like to eat frozen peas, and that peeing in your wetsuit helps offset the freezing ocean water that seeps in. One of the highlights of camp came when each of us had the opportunity to fill a beaker with seemingly clear seawater and take it back to the microscope lab for inspection. When I peered at the drops beneath the microscope!s lens, a bizarre collection of plants and animals came into view. I stood in awe, watching the alien shapes wiggle, spring, and crawl across the screen. I had no clue such things existed. Thus, as an eight-year-old, my lifelong quest to understand how everything works and passion for soaking up knowledge was born. Since then, my curiosity has expanded beyond sea creatures to everything from political strategy to art history. Things may seem simple at first glance, but when examined under a proverbial microscope, they become magical. They make you pause and say, "That!s cool!" I believe I will excel as a strategist because the breadth of subjects, variety of brands and diverse group of people I will encounter in the agency world will only continue to feed my inner nerd.

A bit more about me: Got suspended for throwing a rock at my 2nd grade nemesis (he needed stitches), 8 years later came up to me and exclaimed, “Oh my god…you!re Rae the Rock Thrower!”

Went to Marine Biology Camp

1990

Thought I had musical talent, but I didn!t. After realizing this, I decided to fake play the flute during a recital. (Thankfully it was a group recital…or it would have been a little awkward.)

Caused a car accident because I got way too into singing along with the Backstreet Boys (yes, I was driving).

1995

Was so visibly uncomfortable in a nude sculpture class that the male model broke his pose to laugh at me. The sculpture still mocks me by having no genitalia as it sits in my parents! foyer."

2000

Met the love of my life on a cheesy online dating site. Sometimes they work. Believing I had mad skills, I went off an "experts only" ski jump. I awoke with no recollection of the landing and two broken wrists.

2005

2010

VTSF

VIRGINIA TOBACCO SETTLEMENT FOUNDATION

Anti-Tobacco One of the best campaigns of the decade is arguably the Truth Campaign. This campaign broke the mold in the world of anti tobacco advertising. How in God!s name can you outdo the Truth Campaign? This is the challenge The Virginia Tobacco Settlement Foundation presented us with. In working on our new campaign, we realized the problems surrounding smoking have changed. This is where the opportunity lies.

Anti-Tobacco

Old ads have created a new problem “Smoking is bad.” Advertising campaigns have drilled this message into society. As a result, the number of smokers has dramatically decreased. But we learned these numbers aren!t telling the whole story.

The success of advertising campaigns inadvertently created a new problem: People don!t want to admit they!re smokers, so they call themselves something else:

Social Smokers

While the number of smokers has dropped, the number of “social smokers” has skyrocketed. This campaign needed to address a radically different problem than campaigns of the past: A smoker who doesn!t admit they!re a smoker.

Anti-Tobacco

Social Smokers Defined Social Smokers are people who stand, lit cigarette in hand, claiming not to be “real” smokers. Instead, they say “I!m not a smoker,” or “Only on weekends.” They view themselves as different than “real smokers” because they believe they are not addicted to cigarettes and can quit at any time. Therefore, they also assume they are immune to the health risks of “real” smokers such as lung cancer and heart disease. "

They only...

They NEVER...

Bum Cigarettes

Buy Cigarettes

Smoke a Single Cigarette

Smoke Several Cigarettes

Smoke in groups

Smoke alone

Smoke because they want to

Smoke because they need to

In reality, the only difference is Social Smokers! delusion of control. To prove they are in control, they invent “rules” that restrict when and where they smoke to set them apart from “real” smokers. Thus, Social Smokers are using denial as a defense mechanism. They may even continue to identify as Social Smokers while they bend their own rules and begin smoking on a daily basis, not accepting that they are addicted.

Anti-Tobacco

Why Social Smoking is the right problem

51% of college students identify themselves as social smokers

Source: Pediatrics Journal" Social Smoking Among US College Students"

“Approximately half of young people who begin smoking ‘casually’ or ‘socially’ were smoking everyday within one year.” Source: Columbia University Health Services

Anti-Tobacco

Objective: De-engineer the culture of social smoking by stopping the spark before the fire.

Potential Smoker

Social Smoker

Casual Smoker

Chain Smoker

Insights: Smoking does not start with a cigarette; it starts with self-delusion.

Big tobacco no longer needs to lie to us because we already lie to ourselves.

Strategy:

There is no difference between Social Smoking and Smoking Anti-Tobacco

Integrated Campaign:

Sell them the lie they sell to themselves Teens see social smoking as different than smoking, so we!ll “sell it” to them separately to illustrate the difference (or lack thereof).

This campaign points out the absurdity of social smoking by showing that the difference between “social” and “real” smoking is just in our head. The style of the campaign is reminiscent of big tobacco ads from the 1950!s. When we look back at those ads today, we feel manipulated. Our campaign hinges on people recognizing the absurdity of manipulating themselves into believing they are not “real” smokers.

Anti-Tobacco

TV: Tag:

TV: Jingle (left): They're social. They're cigarettes. They're social cigarettes. They're social. They're cigarettes. They're social cigarettes. You only need to smoke one at a time, never several in a chain. You only think to bum, never to buy. It's really not the same. You only like to smoke with your friends, or when it's time to indulge, It's easy to become addicted without realizing at all.

Jingle (above): Social smoking. It's the friendly tempting treat. Social smoking. Excuses taste so sweet. Social smoking. It's smoking, but it's cool. Social smoking. Just set your rules. I can smoke when I want. And not when I don't. It's clear I'm in control. With my social cigarettes I'm never without a loophole. Sure, the trap is comin' around the bend. But my blinders are on tight. I'll keep on puffin' with my friends. I know I'll be all right. Won't get addicted overnight. Social smoking. It's smoking, but not as bad. Social smoking. It's all in my head.

Anti-Tobacco

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Anti-Tobacco

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To make the campaign interactive, we created a website for our product.

(Left) Social smoking games

"As if. I am so not getting cancer. Like, maybe I'd get social cancer."

"Yo holmes, who's teeth you callin' yellow? Des gems are gold fool, best respect."

(Right) Social Smoking products. For example, the Social Stamp makes everything you own social with your very own social stamp of approval.

(Above) Application that pokes fun at social smoking excuses.

Anti-Tobacco

My first day at The Martin Agency my planning VP said, “Walmart doesn!t have a communications strategy around its private and exclusive brands. We need to find out how other retailers approach talking about them - and do it better.” I began this project not even knowing the difference between a “private” and “exclusive” brand.

Walmart

Retailers have become their own best brands. Background Walmart has an array of private and exclusive brands, yet does not a have a unified strategy for promoting them. This is a missed opportunity to elevate brand perception of both Walmart and its exclusive and private brands.

Objective Our objective was to develop an ownable, campaignable creative device that generates excitement for and works across Walmart!s portfolio of brands.

Approach To accomplish this, I looked to case studies of retailers who have already done this successfully. In doing so, my goal was to discover how these brands structure communications for their private and exclusive brands.

12 Walmart

The rise of private and exclusive brands Past

Present

Retailers carried national brands in order to gain customer confidence and raise their brand cachet. Over time, retailers began to offer their own, lessexpensive generic items to serve as a cheaper alternative. However, generics tend to be perceived as lower quality.

Today, retailers have elevated their generic brands. They now position their store brands as stand alone brand names (e.g. Arizona Jeans at JC Penny) rather than cheaper alternatives to draw customers to their stores. In addition, they have secured licensing with well-known brands and individuals (e.g. Martha Stewart at K-Mart) to elevate the retailer!s overall image in the minds of consumers.

Exclusive Brands are known brands offered only at exclusive retailers (e.g. Michael Graves at Target)

{

Generic Brand

trusted brand

cheaper alternative

New Types of Brands

{

Brand Name

Private Brands are store brands masquerading as national brands (e.g. Kenmore at Sears)

Walmart

People shop at Sears for the brands it carries more so than for what the Sears brand represents. Sears! Communications Model:

Building strong, independent brands Private Brand Campaigns

Private Brands, marketed as high-end, added new credibility to Sears! departments.

14 Walmart

Commercials for private brands Craftsman, Kenmore and DieHard only made mention of Sears at the very end, when telling consumers where they could purchase the product. In examining Sears! brand portfolio, it became evident that each private and exclusive brand was the result of Sears seizing opportunities for growth in new product categories by creating seemingly high-end offerings. For example, DieHard was Sears! entry into the car battery market.

People shop Target for the brand as well as the aura it creates around its private and exclusive brands. Target!s Communications Model:

Enhancing a strong, core brand Brand Campaign

Exclusive Campaign

Design for All.! Design as

Design as

Design for

Living!

Progress!

Everything on your shopping list can have a touch of design.

Mix and match. Consumers are the creators.

Design is something you can live with and enjoy everyday.

Better ways to create.!

Attainable!

Style

Design as

Subservient private and exclusive brands exemplify and enhance Target!s brand. These pillars serve as lenses through design is viewed and brought to life. This enables Target!s brand promise of “Design for All” to hold true across all of its product offerings.

Ads for Target!s private and exclusive brands such as Choxie chocolate and those by designers Michael Graves and Liz Lange tie in seamlessly to its overall brand campaign. These subservient brands bolster and enhance the Target brand. In fact, these brands often serve as the reason to believe supporting Target!s overall positioning and taglines such as “Design for All” and “Expect More. Pay Less.”

Walmart

Strategic Fork Approach

Implications

16 Walmart

Emphasize the growth of strong, independent private and exclusive brands at the expense of enhancing the parent brand!s identity.

Emphasize the parent brand!s mission through private and exclusive brands, making them individual reasons to believe.

Pro

Allows Sears to respond quickly to market opportunities and portfolio weaknesses with minimal risk to the parent brand.

Enables Target to give private and exclusive brands “instant” credibility while reinforcing Target!s brand and its promise with every new brand it introduces.

Con

Takes substantial investment for Sears to develop recognizable and ownable brands, while adding no benefit to Sears brand itself.

Makes it more difficult for private and exclusive brands to develop unique identities - each possesses some “Target-ness.”

We then crafted a new hybrid platform that was born from and designed to enhance Walmart!s equity. This platform is flexible enough to accommodate both established brands such as Better Homes and Gardens as well as new brands like Canopy furniture and furnishings. However, I cannot share the communications architecture we developed as it is proprietary.

Walmart

“Use of this product may be hazardous to you health. This product contains saccharin which has been determined to cause caner in laboratory animals.” This used to be the FDA mandated warning label on the back of Sweet!N Low packets, but this warning was removed more than a decade ago. Due to its past and increasing competition from sugar substitutes who claim to be “natural,” Sweet!N Low is struggling to hold its ground in this category.

Sweet’N Low

Category

The conversation has shifted from “no calories” to “no chemicals”

1957

1982

2000

2008

Sweet!N Low was the original alternative to sugar.

in 1982, Equal was launched and competed directly with Sweet!N Low!s no calorie claim.

In 2000, Splenda captured 60% of the market share seemingly overnight by branding itself as a more “natural” no calorie sweetener.

Recently, Brands such as Truvia and Stevia have taken “natural” a step farther by focusing on its plant-based ingredients.

“The Natural Sweetener”

“Has a sweet, clean taste, like sugar.”

“Made from sugar, so it tastes like sugar.”

20 Sweet’N Low

Everyone claims to be Natural or like Sugar

Barrier

Consumers view Sweet’N Low as a healthy alternative that’s bad for you. Despite decades of scientific testing and FDA approval of all four major brands, consumers are still wary of potential health risks associated with artificial sweeteners. Both Sweet!N Low!s past links to cancer and the category!s current focus on being more natural has led consumers to view Sweet!N Low as “bad for you” even though it has no calories. Sweet!N Low needs to say something new to correct the way consumers think of it and to allow it to stand out; however, it has nothing new to claim within the category.

FDA warn ing label

Sweet’N Low

Consumer Behavioral Insight

Preference is based on habit, not taste This category is similar to soft drinks, where people tend to be either Coke or Pepsi drinkers, but rarely both. Consumers! loyalty for one product over another comes from repetition, not taste. Preferences are based on what people drink most often.

Targeting Opportunity

Claim the taste-buds before theyâ&#x20AC;&#x2122;re conditioned. We need to reach consumers before they develop brand preferences. We want to reach them before another brand does.

22 Sweetâ&#x20AC;&#x2122;N Low

Culture

Cultural misperception - fake is bad In today!s society, fake is synonymous with bad. This is equally true for products and people.

Products

People

Why fake is “bad”

Fake means Unnatural – Grocery stores today are filled with hormone free, free range, farm grown products. People are wary of over-processed or unnatural products.

Fake means Inauthentic – When people are fake they don!t seem genuine and we question their motives.

Why this doesn’t make sense

Nothing is natural – Practically everything we consume has been cultivated, processed and marketed by a major corporation.

It!s common courtesy – People are not always fake to be manipulative. They are often fake to be polite. Being a genuine person sometimes means being a little disingenuous.

No one owns fake

Sometimes fake is good

Opportunity

Sweet’N Low

Objectives

In order to appeal to consumers who are not yet loyal to a specific artificial sweetener, we must create a brand personality and give Sweet’N Low a non-defensive way to address health concerns Strategy

Sometimes it’s good to be fake. 24 Sweet’N Low

It’s good to be fake.

To connect with consumers where they currently interact with our product, we placed new headlines on Sweet!N Low packets.

It’s good to be fake.

Sweet’N Low

We created a Facebook application called BFF - Best Fake Friend. BFF is a social networking application that!s social and networks for you. Save time and friendships with BFF! It!s the least you can do to stay in touch.

Itâ&#x20AC;&#x2122;s good to be fake.

How BFF works: To use this application, users would grant BFF permission to pull information from both their profile and their friends# profiles.

26 Sweetâ&#x20AC;&#x2122;N Low

It’s good to be fake.

(Left) The first step is to adjust the BFF settings for each of the user!s Facebook friends. Similar to creating groups, the user can create different settings for their “A-List” and “B-List” friends. For example, a user might only want to send a fake post to their “B-List” friends on their birthdays. (Below) Once the user has adjusted their settings they simply need to approve, edit, or ignore messages BFF creates to post on their friend!s profiles.

It’s good to be fake.

(Above) To generate interest, Sweet!N Low could place banner ads on Facebook that quiz people on how well they know their friends. If a user misses a question, they!re likely to benefit from the BFF application.

Sweet’N Low

We also created a smartphone application called Phoney Friend. This app is designed for those awkward moments when people see a familiar face but can!t place it. Phoney Friend uses facial recognition software to help you identify that person you just can!t remember and know a few things about them, making you seem like a better friend.

28 Sweetâ&#x20AC;&#x2122;N Low

Itâ&#x20AC;&#x2122;s good to be fake.

User discreetly takes a photo of their friend.

Smartphone then scans the user!s social networks for similar faces.

Once the user identifies their friend, their phone aggregates information from social networks to generate information about that friend.

Sweetâ&#x20AC;&#x2122;N Low

To consumers, Noxzema equals acne control. As a result, the brand loses its relevance as consumers age. Our task was to move beyond acne to make Noxzema an essential part of women!s beauty routine.

Noxzema

Understanding the Category:

A category full of products all claiming to be more than commodities

Facial cleansers tend to be seen as commodity products that are easily interchangeable (Euromonitor). In an attempt to stand out on the shelf, products make big promises in niche areas. For example, they strive to sell themselves as the best moisturizer, toner, face wash, etc. The aisle is FULL of promises that overshadow Noxzema!s humble claim of being â&#x20AC;&#x153;refreshingly clean.â&#x20AC;?

32 Noxzema

Research Devices: To better understand women!s relationship with facial cleansers, we took photos of their medicine cabinets, drawers, and bathroom counters. We then asked them to explain each product!s purpose and walk us through their face washing routine.

Noxzema

Insights & Observations:

She believes everything has a unique benefit

When we looked through medicine cabinets, we learned this group is not loyal to any particular brand. Instead, they have an array of products, each serving a different purpose due to “unique” benefits. For example, one participant explained that Neutrogena!s Pink Grapefruit Foaming Scrub is perfect after workouts because "its soap mixed with a light scrub removes oil from my pores and washes away the sweat.”

She has a beauty graveyard of products she’s dismissed

There are some brands that women buy, use for a while and then fall out of the routine, either because the product didn't work or she just got bored of it. Regardless, they do not feel obligated to finish the product, and it becomes a member of her beauty graveyard.

34 Noxzema

She’s trying to maintain her face not improve it

After women!s acne problems subside, face care shifts from actively treating their skin to maintaining it. This is often about finding a balance in which they are simply trying to maintain their face, not improve it. If it doesn!t have a negative effect, then it!s good enough. One consumer explained, “I am not sure if it!s making a positive difference, but at least it!s not making my skin worse.”

Defining the Target: Practical Princesses are defined psychographically and behaviorally by the variety of face wash and face care products they own and their relationship with those products.

They are practical in the sense they believe each product serves a different purpose and won't buy a product that doesn!t fill a specific role in their routine.

{

Practical Princess They are princesses in the way they pamper themselves with many different products.

These women are in a constant state of experimentation. Buying and trying something new is a fun and purposeful way to pamper themselves. But they're also in search of the ultimate product that will take away all their skin problems. It!s almost like a quest for the Holy Grail - or at least the Holy Grail of lotion, scrub, toner...and every other face care item.

“right intensity for morning”

“perfect for after a workout b/c it gets in my pores”

“cleans a bit deeper”

“Perfect for the shower”

“takes off my eyemakeup”

Noxzema

Strategic Recommendations: Opportunity Women know face wash is only one part of a bigger beauty puzzle and that good skin requires a more holistic solution - yet no brands acknowledge this truth. Noxzema can stand out on shelves full of empty promises by being the first brand to recognize that skin health can't be purchased off the shelf.

Strategy Break into her cupboard by breaking out of the beauty aisle and presenting Noxzema as a part of a larger, holistic plan.

Establish Noxzema as just one part of a well balanced face care diet. Single most important message Your skin health is a reflection of more than just the products you use - it's a reflection of a healthy lifestyle.

The women we interviewed had a simplified idea of what a “holistic” approach to skin care meant. This was restricted to drinking more water, washing their face more often, eating right and take care of their skin. This gives Noxzema the opportunity to explain there's more to it than that, such as not picking your acne, not smoking, not using tanning beds, exercising, etc. These are simple things women have probably heard, but forgotten.

36 Noxzema

For example, Noxzema could stand out on the shelf by creating its own “complete solution” kit that pairs a jar of Noxzema with other components of a holistic solution (e.g. a branded jump rope and bottle of water).

Brand Experience Path:

Re-engage

Consideration

Purchase

Use

Trust & Prefer

Evangelize

It becomes a vital part of my routine

I’ll recommend it to my friends

CONSUMER NEEDS I don’t need an acne cream, I’ve grown out

I’m looking for the perfect thing for my skin

I know I need face wash - but I’m not sure which one.

Once I use it, I’ll decide if it goes to the arsenal or graveyard

C O M M U N I C AT I O N S C O N T E X T S T R AT E G Y & B R A N D B E H AV I O R Connect in environments when women focus on bettering themselves by being honest and humbly realistic. C O N T E N T I M P L I C AT I O N S Reposition Noxzema as clean skin (vs. clear)

Buy into our holistic approach instead of the gimmicks

Seed idea of holistic approach to put Noxzema back on the radar

Help them determine what role it should play in their routine

Understand holistic approach

Help them talk about holistic approach

CONTENT CHOICE Noxzema Site

In-Store Advertising Packaging Traditional (Print, TV, PR) Online (Blogs, Radio, Search)

Artifacts Artifacts Noxzema

Wonder Bread was once the #1 brand in the bread aisle. But today consumers view the product as an unhealthy white bread relic. As a result, Wonder was forced into the back of consumer!s minds, ultimately forcing the company into bankruptcy. Our challenge was to restore the â&#x20AC;&#x153;wonderâ&#x20AC;? to Wonder Bread.

Wonder Bread

Problem:

Healthless Product in a Healthful Category In an aisle of loaves of 12 whole grains, Wonder Bread sticks out like a soar thumb. Consequently, Wonder Bread has been on the defensive, trying to sell itself as a healthy choice. It is fighting a losing battle. Instead of fighting for its legitimacy, Wonder Bread has the opportunity to redefine bread in a way that it allows it come out on top.

Objective:

Stop speaking defensively The purpose of this campaign is to find a way for Wonder Bread to be real. We needed to discover why people loved the product - even if it was when they were kids) - and then remind them.

40 Wonder Bread

Insights:

It’s feel good food Not food you feel good about eating We learned people eat wheat bread because they "should," but eat white bread because they want to. Wheat is guilt free and white is a guilty pleasure. White bread sandwiches are the opposite of rational sandwiches. They are emotional “feel good” sandwiches. Wonder Bread is comfort food.

Com fort

! Ba food: ! Ch sic ! Ha ildhoo d ess

ppin

Wonder Bread is a blank canvas We constantly heard people explain, “Some things just taste better on white bread.” When we asked why, they told us it's because white bread doesn!t detract from the taste of the sandwich ingredients. This is why some people add seemingly strange ingredients to white bread sandwiches. For example, some people add Marshmallow Fluff to peanut butter sandwiches, whereas some like to add banana slices. In fact, most kids have a sandwich quirk!

Strategy:

Rekindle America’s love of Wonder Bread by nominating it as the world’s greatest comfort food. Because we cannot out-rationalize wheat breads, Wonder Bread can speak to the truth that some sandwiches are comfort food you eat because of a craving.

Wonder Bread

Our campaign sparked a spirit of playfulness in consumers by encouraging people to "Make your next masterpiece with Wonder." To do so, Wonder Bread began providing new opportunities for consumers to express their individuality through creative sandwich making. Our campaign provides continual opportunities for consumers to utilize imagination when engaging with the brand.

IN STORE IN-STORE In the supermarket, all the fun ingredients you can put on a Wonder Bread sandwich set the stage for not only new partnerships, but making Wonder Bread a bigger discussion within the store.

a 42 Wonder Bread

Own Snacktime Within this campaign, we also saw the opportunity to extend the product use from lunchtime use (with sandwiches like pb&j) to treat use (with sandwiches like Fluffernutters).

Own Lunchtime PRODUCT PRODUCT EXTENSIONS EXTENSIONS

BRAND PARTNERSHIPS PRODUCT EXTENSIONS Wonder Bread could sell “Fun Kits” to own the sandwich making process and lunchtime experience.

Wonder Bread

ONLINE ONLINE

We also brought this campaign to life online. Consumers can get sandwich ideas, create digital sandwiches, and even send a â&#x20AC;&#x153;Slice if Happinessâ&#x20AC;? to a friend via Facebook.

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RETAIL ONLINE

Cafe Wonder Bread could create retail locations, like the “Wonder Cafe” or “Wonder Truck,” to make it easy for consumers to enjoy famous classics and encourage them to try new outlandish sandwiches.

Wonder Bread

EDUCATION Aug 08-May 10

Brandcenter, Virginia Commonwealth University, Richmond VA! • Masters Candidate in Mass Communications - Communications Strategy, GPA: 3.82

Aug 02-May 06

University of Colorado, Boulder CO • Phi Beta Kappa, graduated with Distinction, GPA: 3.75! • BS in Journalism – Advertising • BA in Fine Arts – Art History • Minor: Technology, Arts & Media

Summer 04 Fall 03

Study Abroad Programs • Rome and Florence, Italy – Studied the stylistic trends and social contexts of Italian art • Cozumel, Mexico - Researched tropical reef ecosystems as the global climate changes

ADVERTISING EXPERIENCE Jun 09-Present

The Martin Agency - Richmond, VA – Strategic Planner • Crafted strategic platform to position Walmart Home Department within the furniture/ furnishings category to fit within Walmart brand framework • Developed communications strategy for Walmart exclusive and private brands

Sept 06-Jul 08

SPM Marketing & Communications - La Grange, IL - Assistant Account Manager • Managed production of integrated campaigns while acting as client’s day-to-day liaison • Streamlined process for interactive projects to provide online experiences

Jun 06-Aug 06

Leo Burnett - Chicago, IL - Creative Intern • Created advertising for brands including Allstate, Always, Nintendo, and Kellogg’s

Aug 05-May 06

Denver Art Museum - Denver, CO - Education & New Technologies Intern • Redefined ways that guests interact with museum exhibits • Designed interactive digital components to address interpretive challenges for exhibits • Led active tours and developed projects to help children explore history

HONORS & DISTINCTIONS ! Fall 08

Innovation Challenge – Awarded 2nd Place • Innovation Challenge is a global competition in which business programs compete for the title of “Most Innovative MBA School.” In 2008, 263 MBA teams from 48 countries participated. Our team was the only Non-MBA team to compete in final round.

Fall 08

Brandcenter – Team ranked first in Business of Branding class

Spring 06

One Show - Student campaign selected for display in New York during the One Show

Spring 06

Awarded Leo Burnett Worldwide Scholarship

PROFICIENCIES • •

Proficient in IMS Cross-Tab, iWork, Final Cut Pro, and Adobe Creative Suite Experience with research collection: Coding and analyzing IMS data, writing screeners and discussion guides, moderating focus groups, conducting one-on-one interviews, developing online surveys, and summarizing ARS Reports

BRANDS I HAVE WORKED ON Recreate LOGO

NOXZEMA

rachel.stallworth@gmail.com 720.320.4625 rachelstallworth.com