UNIVERSITY OF MIAMI I
STC 434 I
AD CAMPAIGNS I
FALL 2017
INDEX RESEARCH
CREATIVE
4 — Executive Summary
35 — Creative Strategy
6 — The Shops at BCC
36 — Creative Executions
7 — History of Industry
SOCIAL MEDIA & PROMOTIONS
8 — SWOT Analysis
65— Social Media & Promotions Strategy
10 — Competition 12 — Focus Group 14 — Consumer Intercepts 15 — Findings 16 — Survey 26 — Target Personas 30 — Social Media Study 32 — Insights 33 — Campaign Objectives
66 - Promotions Executions 73 - Promotions Calendar 74- Promotions Budget MEDIA 77 — Media Strategy 79 — Media Vehicle List 80 — Media Budget 82 — Media Calendar 84 — Concept Testing 86 — Campaign Evaluation
| SOL STICE CONFIDENTIAL
88 — Credits
We believe in transformation. We say it’s okay to fall, as long as you get back up; Like the sun, we rise. Everyday is a turning point, it’s what you do with that potential that matters. We are the directors of our futures. Our days are bright and our nights full of life. We move forward, reach higher, and shine brighter. Just like the sun, we rise. We are Solstice.
T H E C O M PA N Y Brickell City Centre is a mixed-use development project that integrates luxury retail stores with residential, executive, and entertainment spaces. Located in Brickell, the financial district in Miami, the retail center opened to the public in November 2016. Brickell City Centre is in the business of “escaping conformity,” meaning that it is more than just your average shopping center. With “four levels of luxury, premium and world-class dining and entertainment,” Brickell City Centre provides an experience for their guests.
R ES E A R CH
EXECUTIVE SUMMARY
S I T U AT I O N
PROBLEM
Shopping used to mean
Brickell City Centre is
To make Brickell City
Brickell City Centre doesn’t
spending an entire day at
designed to stay away from
Centre widely known and
want to be your traditional
the mall. Whether it was
all forms of conformity
talked about locally in
shopping center, rather
tagging along with mom,
and fractures traditional
Miami’s social climate and
a district of Miami. When
or meeting a friend to get
trains of thought on what
internationally at major
your friend is in town for
a bite to eat and browse.
a shopping center can
hubs. We strive to position
a couple days or people
Today, malls are gradually
offer. The problem is
Brickell City Centre as
ask you “What’s up this
becoming endangered, with
that the everyday South
a shopping and living
weekend?” The response will
shopping centers across the
Florida resident (local or
paradise, a metaphorical
be Wynwood, South Beach,
country seeing a decline
transplant) does not know
“day at the beach” where
Brickell City Centre in no
in the amount of revenue
enough about the Centre
the opportunities to do
particular order. We need
produced. Meanwhile online
to dedicate their time to
whatever you want are
our target market to buy
shopping has desensitized
such a great unknown.
infinite.
that they have the power
the shopping experience
This ties in with the public
to indulge in any way they
into an “Add to Cart” button
perception of BCC, and how
choose to. At Brickell City
and some UPS tracking info.
many people cannot see
Centre it’s not just shopping;
Where’s the fun in that?
themselves shopping there.
it’s an experience and we’re
At Brickell City Centre we
GOAL
SOLUTION
“Open for Indulgence”.
want the shopper to enter into an experience where indulgence doesn’t just mean shopping; it means dining, entertainment, and everything one desires. It isn’t your run-of-the-mill shopping center.
BRICKELL CIT Y CENTRE | 5
T H E S H O P S AT B C C Brickell City Centre offers a mid to high-end shopping experience with “The Shops.” These stores range from international brands not previously seen in America, to Saks Fifth Avenue, to Mac. Dining options are in abundance at Brickell City Centre. If you are in the mood for sushi, tacos, steak, or anything in between, Brickell City Centre has you covered. And, if that’s not enough, La Centrale is a “three-story, 38,000-square-foot Italian food hall” that is slated to open on site later this fall. To top it all off, CMX is a dine-in movie theater offering the most luxurious movie-watching experience. The theater features ten screens, comfortable seats, two bars, a food and drink menu with in-house specialities and craft cocktails, and complimentary popcorn with the purchase of a movie ticket. Each seat has a USB outlet to charge cellphones and a button to call a server to take your order.
H I S TO R Y A N D C H A R ACT E R I S T I C S O F T H E I N D U S T R Y The idea of mixed use developments has grown in the twenty-first century with numerous projects around the world, such as Downtown Dubai and the Time Warner Center. However, shopping centers have a much older history. The oldest modern shopping center –the Galleria Vittorio Emanuele in Milan Italy –has existed since the 1870s. Nowadays, shopping centers exist all over the world. In Dongguan, China, for example, the New South China Mall is the largest shopping center in the world by gross leasable area. Locally, King of Prussia Mall is the largest in the United States, with Aventura Mall being the largest in the Miami metropolitan area. Shopping centers are slowly becoming less about shopping, but rather more about experiences. Global trends, such as an aging population, increased urbanization, and the rise in popularity of online shopping are causing more consumers to prefer mixed-use developments, which offer to blend their professional lives with their personal ones. Regular shopping centers generally experience high initial profits, which often result in an oversaturation of the market, and later, in vacant malls.
SWOT
A N A LY S I S
8
| SOL STICE CONFIDENTIAL
ST R E N GT H S
WEAKNESSES
OPPORTUNITIES
T H R E AT S
BCC has an ideal location in
BCC has a reputation of
Miami has the eigth largest
Brand new and unknown
the heart of Brickell. Brickell
being a bit-too expensive
market for retail in the US.
retail stores are a threat
has the highest population,
to shop at. BCC’s inability to
It has seven of the top 50
because of customers’
highest income, most
identify their exact target
most productive malls in
brand loyalty to and
hotels, most growth, and
market has made it difficult
the entire country. BCC
awareness of better-
highest density of the Miami
for them to spread the word.
has the ability to use East
known brands. There’s a
area. There are a lot of
They need to find a balance
hotel for events to attract
significant amount of traffic
tourists, money, and traffic
between targeting everyone
more tourists. BCC can
consistently in Brickell,
in the area. Appealing
and convincing people they
collaborate more with other
which could discourage
architectural design and
have affordable options.
businesses and people in
individuals from making
originality allows it to stand
the area and have more
the trip to BCC. Tourists are
out from other malls. BCC
events to attract Brickell/
almost entirely unaware
offers a unique experience
Downtown residents. BCC
of BCC. Online shopping is
that goes beyond the simple
offers brands that have
a threat to all brick-and-
act of shopping. It’s a city
never before been available
mortar retail spaces.
within a city.
in the US.
BRICKELL CIT Y CENTRE | 9
CO MP E TI TION PRIMARY The Shops of Bal Harbour is located
The Miami Design District offers a
Aventura Mall is located on Biscayne
on Collins Avenue in Bal Harbour. It
wider variety of services, including
Boulevard, just north of Brickell.
was one of the first outdoor shopping
luxury watch stores, high-class
Its main anchor stores include
malls that opened in the Miami area.
fashion boutiques, restaurants and
Bloomingdales, JCPenney, Macy’s,
Its anchor stores are Neiman Marcus
lounges, fine art galleries, showrooms
Nordstrom, and an AMC movie theater.
and Saks Fifth Avenue, which is also
and museums. The Miami Design
It has a variety of stores ranging from
one of the anchor stores of Brickell
District is heading into a new luxury
apparel and accessories, to shoes,
City Centre. Bal Harbour offers access
development that will add more luxury
to bookstores and specialty stores.
to high-end boutiques and stores.
and fashion brands, restaurants, and
It has a large food court and also
They also have fine-dining options
the new Institute of Contemporary
provides some fine-dining restaurant
with exclusive restaurants such as
Art Museum. This new phase of
options. The mall also offers many
Makoto, Carpaccio and The Grill. The
development will add 250,000 square
entertainment options such as its AMC
company describes themselves as the
feet of high-end retail space, a
movie theater, fitness club, and health
“shopping hall of fame.” They want to
hotel and a car parking structure.
and beauty spas. The main attitude
demonstrate comfort, convenience
Their main goal is to become a
that they share is “Here for you,” which
and natural beauty with the shopping
neighborhood dedicated to fashion,
promotes the idea that Aventura is a
experience they offer.
design, architecture, and dining.
mall where everyone can have a fun
time.
Lincoln Road Mall is a ten-block stretch located in Miami Beach. It includes a variety of stores and entertainment options. Its main anchor stores are Apple and Regal South Beach Stadium theater. It is very famous for its nightlife, restaurants, lounges, and bars. There are various hotels in the area, which makes Lincoln Road Mall a top location for tourists.
LINCOLN ROAD MALL
SE CONDARY Dadeland Mall is conveniently located next to the Dadeland North Metro stop. Its anchor stores include Nordstrom, Macy’s, Macy’s Home Gallery & Kids, Saks Fifth Avenue, and JCPenney. They do lack certain
Shops at Merrick Park is located in Coral Gables. Their anchor stores include Nordstrom and Neiman Marcus allowing them to attract a
entertainment amenities that newer shopping centers have, such as movie theaters and fitness centers, but they do have several dining options. They have several restaurants as well as a classic food court.
wealthier crowd. They also offer services such as fitness and test prep, several restaurants, the Landmark Movie Theatre, and Gymboree Play & Music for children. The company says, “Shops at Merrick Park is a shopping and dining destination in an area that offers a vibrant mix of cultural and entertainment attractions. Make the most of your visit…”
BRICKELL CIT Y CENTRE | 11
F O C U S G R OUP PURPOSE
PA R T I C I PA N T S
Our purpose was to understand our
• ages 17-42 • all currently living in Miami • people who enjoy active lifestyles: hobbies included dancing, travelling, writing, designing and rock climbing
target’s shopping behaviors and their feelings about Brickell City Centre. The focus group was specifically used to draw respondent’s attitudes, feelings, beliefs, and reactions towards their shopping behaviors and experiences.
RENE, 27 MALE from Miami
MICHAEL, 17 MALE from Chicago
SERGIO, 21 MALE from Puerto Rico
We looked for what motivates them to make a purchase, what shopping routines they have and what types
37.5% MALE
of shoppers they are. It included questions about what would be the “perfect” shopping environment,
62.5% FEMALE
whether they preferred shopping instore or online and about their budgets when shopping. We also included questions about Brickell City Centre
GABRIELLE, 19 FEMALE from Orlando
GABRIELLA, 21 FEMALE from New York
itself and its competitors taking in consideration parking, location and overall impression the most.
12
| SOL STICE CONFIDENTIAL
NICOLE, 21 FEMALE from New York
MERA, 21 FEMALE from Daytona
CARMEN, 42 FEMALE from Brazil
FINDINGS Being up to date with trends is very important. A Gen X participant mentioned she would use the Internet and social media as a guide for what’s trending and would then go out in search of those looks, and a Gen Y participant relies on blogs and user generated content for the same purpose. Brickell City Centre is still seen as confusing. Whether is the lack of knowledge on what the place offers or on how to move around the area, there is little clarity among the consumers. Brickell City Centre is viewed as too high-end to shop. A Gen Y participant specified how they would feel guilty when he spent more than $150.00 on a shopping day and most participants agreed.
BRICKELL CIT Y CENTRE | 13
CO N SUMER INTERCEPTS
In addition to the focus group, twenty consumer intercepts were conducted at Brickell City Centre. These participants were adults ranging between 18 and 54 years of age. They were recruited at random at Brickell City Centre with a friendly approach and a coffee invite. The interviews lasted between five and ten minutes. Fortunately, we had a good variation of demographics among the participants; we had tourists, locals, old, young, male, female, etc. We also noticed that there were a lot of families spending the day at the Centre as well, especially younger couples with young children. BCC consumer Intercepts were more dedicated to gathering information on The Shops at Brickell City Centre, their experiences when in the mall and their opinions of it. We asked them where they came from, what were their thoughts and impressions of the place, and what they liked and disliked about it. A very important objective of the intercepts was to find out if people had seen Brickell City Centre’s advertisements and whether or not they knew about their social media (if they did, were they following @brickellcitycentre?) Our logic behind this is to understand and analyze if Brickell City Centre is affectively attracting people through their social media and advertisements, and if not this would help us provide a solution for this problem.
14
| SOL STICE CONFIDENTIAL
FI ND IN G S 1.
Most people are there to walk around, go to the movies, or have lunch/dinner –they are not there to shop. There is a need for more affordable stores or more recognizable brands.
2.
Whenever I’m free I usually come here. I usually come about every weekend and just walk around.
Although people got to BCC, they have neither seen advertisements for the place nor follow them on social media, they are also unaware of the Centre’s mobile application. Overall, the most important insight is that people are not aware of everything Brickell City Centre has to offer. Very little advertisement is actually reaching the target and the sense of confusion and doubt is clear.
3.
Tourists are into Brickell City Centre. Hotels suggest they visit the place, and the moment to spend with no guilt is when you are on vacation.
There needs to be more of a range of stores. Zara opening will help a lot. But, there need to be more contemporary stores. Not just a Giuseppe Zanotti and then a jump up to Victoria’s Secret. High end is good, but there needs to be a middle ground.
I feel like BCC needs to pick a target audience. All people will come regardless, but they need to single out who they are targeting.
I haven’t seen any ads. All I know is word of mouth. People really just don’t know about it. Now that all the shops are here and there are international and local brands, people need to be aware of that. I would definitely do another ceremonial opening.
BRICKELL CIT Y CENTRE | 15
SURVEY DE M O G R AP HI C S RACE/ETHNICIT Y
GENDER
OT H E R 3,7%
A S I A N / PA C I F I C ISLANDER 1,9%
AGE MALE 25%
FEMALE 75%
BL ACK/ AFRICAN AMERICAN 2,8%
M A R I TA L S TAT U S DIVOR CED 5,1%
S E P A R AT E D 0,9%
SINGLE 30,3%
MARRIED 63,7%
16
| SOL STICE CONFIDENTIAL
H I S PA N I C / L AT I N O 49,8%
WHITE 41,9% 38-51 12,6%
OVER 51 8,5%
E M P L O Y M E N T S TAT U S INTERNING 9,3%
U N E M P LOY E D 71,6% E M P LOY E D 71,6%
21-37 68,8%
UNDER 21 10,2%
AREA OF RESIDENCE CORAL GABLES
27,4%
BRICKELL/DOWNTOWN
19,5%
KENDALL
11,6%
AVENTURA
5,1%
PALMETTO BAY/CUTLER BAY
2,3%
MIAMI BEACH
2,3%
KEY BISCAYNE
2,3%
PINECREST
1,4%
COCONUT GROVE
1,4%
BAL HARBOUR
0,9%
MIAMI GARDENS
0,5%
OTHER (IN MIAMI)
20,9%
I DO NOT LIVE IN MIAMI
4,2%
BRICKELL CIT Y CENTRE | 17
S URV E Y I N S I G HTS P A R T 1 : C O N S U M E R B E H AV I O R
How much is too much to spend in one shopping day? Most respondents fell in the
33,0% 31,2%
middle of the spectrum, with 64,2% saying that the value fell between USD 151 and USD 600. A further 18,2% thought that a value over 601 was too much to spend in a single shopping day. 18,2%
15,3%
2,3%
51-150
18
| SOL STICE CONFIDENTIAL
20-50
151-300
301-600
Over 600
How often do you buy something you consider expensive? Respondents generally bought something they considered expensive every few months; 36,3% responded that they would buy something they considered expensive every 2-3 months. O nly 11,6% of respondents bought something they considered expensive on a monthly basis, while 2,3% responded that they would never buy something they considered expensive.
Every month
11,6%
Every 2-3 months
36,3%
Every 4-8 months
31,2%
Every 9-12 months
Never
18,6%
2,3%
BRICKELL CIT Y CENTRE | 19
How much are you willing to spend for the following categories?
Respondents generally spent more on electronics and less on makeup. They were also more likely to spend on themselves than on others. Most categories, however, averaged between USD 190 and USD 250.
Makeup
97,76
Clothes
224,58
Purses
245,26
Shoes
198,88
Wa t c h e s / S u n g l a s s e s
205,05
Electronics
322,34
Christmas Gift for others
199,07
Birthday Gift for others
192,73
Gift for yourself
234,09 Mean Amount (in USD)
20
| SOL STICE CONFIDENTIAL
88,8%
Do you prefer to shop for brands you already know? About 8 out of every 9 respondents responded affirmatively to this question.
11,2%
Ye s
No
BRICKELL CIT Y CENTRE | 21
PA R T 2 : C O M P E T I T I O N Please rank the following shopping malls based on preference.
1st
BRICKELL 2nd C I T Y 3rd CENTRE 4th
9,1%
6th
preferred D adeland
7th
Mall to other malls
BAL HARBOUR SHOPS
11,9% 15,6% 25,9%
5th
Respondents
1st
10,7%
2nd 3rd
5,9% 7,6% 8,9% 21,1%
4th
18,6%
5th
18,9%
19,8%
6th
7,8%
18,1%
7th
in Miami. Only 9,1% of respondents considered Brickell City C entre to be the best mall in Miami, while 25,9% of respondents voted it
36,3%
1st 2nd
DADEL AND MALL
3rd 4th 5th 6th 7th
1st
24,0% 13,4%
2nd
MIAMI DESIGN DISTRICT
4,5% 6,5% 6,5%
3rd 4th
2,1% 3,8% 8,4% 13,8% 27,3%
5th
28,9%
6th
8,5%
27,2%
7th
as the 5th-best mall. 1st
11,8%
V I L L AG E O F 3rd MERRICK 4th PA R K 5 t h 6th 7th
22
| SOL STICE CONFIDENTIAL
LINCOLN R OAD MALL
8,5% 5,3%
23,9% 23,9%
5th
13,0%
6th
7,3%
7th
7,3%
4th 5th 7th
12,6% 11,8%
3rd
6th
5,7%
3rd
AV E N T U R A 4th MALL
2nd
21,6% 17,1%
1st 2nd
1st
29,8%
2nd
3,4% 8,9% 13,1% 18,2% 14,0% 15,3% 27,1%
PA R T 3 : A D V E R T I S I N G & S O C I A L P R O M OT I O N S Have you ever seen any advertisement s by B r i c ke l l C i t y C e nt re ?
What social media do you use the most?
Almost half the respondents either
Over half of the respondents
had never seen or didn’t remember
preferred using Instagram and
seeing any advertisements by Brickell
F a c e b o o k . S n a p c h a t a n d Yo u T u b e
City C entre.
were the other platforms that garnered over 10% of responses. TUMBLR 1,2%
I DON’T REMEMBER 14,0%
YO U T U B E 14%
PINTEREST 7,2% YES 50,7% NO 35,3%
OT H E R 0,8%
I N S TA G R A M 26,0%
TWITTER 7,0%
S N A P C H AT 17,8%
FAC E B O O K 26,2%
BRICKELL CIT Y CENTRE | 23
PA R T 4 : B R I C K E L L C I T Y C E N T R E I N S I G H T S
H a ve yo u eve r b e e n to B r i c ke l l City Centre? Most respondents had been to
NO, AND NO INTEREST 5,6%
Brickell City C entre prior to the survey. 31,6% had not, although
W H AT I S BRICKELL CITY CENTRE? 8,3%
17,7% mentioned that they were planning to visit the mall soon. O nly 5,6% had heard of the mall and had no interest in going there. Among these people, the most popular reasons were that it was too far from their area, there were parking / traffic issues, and it was too high-end.
24
| SOL STICE CONFIDENTIAL
NO, BUT P L A N N I N G TO 17,7% YES 68,4%
I f yo u a re p l a n n i n g to g o to B r i c ke l l C i t y Centre, what is the main reason for going there?
Za ra i s p l a n n i n g o n o p e n i n g a t B r i c ke l l C i t y C e n t r e b e f o r e t h e h o l i d a y s . Wo u l d t h i s s t o r e a t t ra c t yo u to B r i c ke l l C i t y C e nt re ?
38 people responded to this question. 73,8%
Since Zara seemed as an interest point for
responded that they would go just to know
our focus group and inter view participants,
the space. A sole respondent replied with
we specifically asked the sur vey
‘Other — Apple Store’. O nly 13,1% wanted
participants whether the opening of Zara
to go there to shop, from the Apple Store or
would attract them to BCC. 54.9% answered
other stores.
yes.
OT H E R ( A P P L E S TO R E ) 2,6%
TO G O TO THE MOVIES 2,6% TO S H O P 10,5%
TO G O TO T H E R E S TA U R A N T S 10,5%
NO 45,1%
YES 54,9%
J U S T TO G E T TO K N O W T H E S PA C E 73,8%
BRICKELL CIT Y CENTRE | 25
TAR GET P E R S ON A S P R I M A R Y TA R G E T S ABOUT HER Focuses on succeeding in life and prioritizes work over pleasure Enjoys going to her favorite gym, Equinox when she finishes her workday Born in Brazil Makes approximately $200,000 a year as an interior designer Constantly on her iPhone 7 emailing
CARMEN, 42 Carmen is a 42-year-old woman, living in C oral Gables, FL. She lives in a two-story house and drives a Porsche Macan. She is an active mother of two boys, an 18-year-old named Arthur and a 16-year-old named Giuliano. Although work is a top priority for her, she makes sure to always put her family first. | SOL STICE STICE CONFIDENTIAL CONFIDENTIAL 26| SOL
clients and employees to ensure that her company is running smoothly
HOW SHE SHOPS As an interior designer, does most of her furniture shopping online When she has time, prefers to go shopping at the mall instead of shopping online
HOW SHE SCROLL S Is on Instagram and Facebook, but prefers Facebook since she is better able to read up on daily news and catch up with old friends
ASHLEY, 24 Ashley is a 24 year-old, single woman living in Brickell in Miami, FL. She shares a two-bedroom apartment with her roommate. Her share of the rent each month is around $1,200. Ashley graduated from college about a year ago and is currently working her first job in finance. She walks to work and to grocery shop in order to limit her cost of gas and to not have to deal with traffic. She has a big group of friends and enjoys going out to dinner, malls, and following the latest trends.
ABOUT HER Makes $40,000 a year Focuses on balancing work, rent, her friends and her lifestyle Makes sure to go out with her friends and enjoy every week when she can Loves coffee and lunch breaks so she can try new spots in the area Fears not rising up to her current job as she is reaching for her goals and is nervous that she will struggle to balance work and life
HOW SHE SHOPS Wa l k s e v e r y w h e re Keeps a strict budget Likes to keep up with trends
HOW SHE SCROLL S Places importance on being up-todate with the latest technology or trend Looks to Instagram, Facebook, and Snapchat for new trends Most influenced by social media platforms that provide user-generated content
BRICKELL CIT Y CENTRE | 27
S E C O N D A R Y TA R G E T S
D AW I D , 3 2 Dawid is a 32-year-old m a n f r o m Ta r n o w , P o l a n d . He is married with two children. His daughter, Aszia, is 7 years old and his son, Kamil, is 8 years old. He supports his family due to the success of the car dealership he owns. Dawid is used to wearing suits for work, but does have a leisurely clothing style on the weekends. In addition, he likes to show off his personality with facial accessories such as earrings.
28
| SOL STICE CONFIDENTIAL
ABOUT HIM Makes $90,000 a year Enjoys trying new restaurants, witnessing advancements in architecture, playing video games, and spending time with his family
HOW HE SHOPS Does most of his shopping on vacation Enjoys looking for foreign clothing labels
SOPHIA, 37 Sophia is a 37-year-old Brazilian woman. She works at a computer technology company. Sophia is married but does not have any children as she has always focused more on her career and her personal life. She
ABOUT HER Enjoys going on vacation with her husband whenever she can Makes $60,000 a year
HOW SHE SHOPS Enjoys doing the bulk of her shopping on vacation Prefers a new purse as her favorite thing to buy on her trips
enjoys going on vacation with her husband whenever they can. They tend to t r a v e l t o b o t h N e w Yo r k and Miami at least once a year and love to do a lot of shopping when they go. She is very fashion-forward and loves keeping up with latest fashion trends in the United States. She also loves to try new cuisines and relaxing after a long day at work with a glass of wine.
BRICKELL CIT Y CENTRE | 29
INSTAGR AM
A N A LY S I S
BRICKELL CITY CENTRE • use hashtag #BrickellCityCenter
32.4k followers
AVENTURA MALL • use hashtag #aventuramall • color schemed posts that changes monthly
MIAMI DESIGN DISTICT
30
| SOL STICE CONFIDENTIAL
• use hashtag #atMDD • most liked post garnered over 1.5k likes
31.5k followers
103k followers
FAC EBO O K
• make daily post
A N A LY S I S • post twice a week • average 300 likes per post
35.1k followers
516k followers
130k followers
• known for hosting events daily
INSIGHTS
1.
PEOPLE DON’T KNOW BCC IS OPEN Awareness is everything. During the focus group and interviews, most, if not all of the participants did not know Brickell City Centre was open to the public.
2.
WE NEED TO SELL THE EXPERIENCE Brickell City Centre is different than anything around Miami. The ambiance and experience of going to a mall has become equally important as the shopping itself. Brickell City Centre is a community with everything you need in one place, from brunch to dinner your day is set.
3.
INCLUDE EVERYONE IN MESSAGING From international to local, the shops at Brickell City Centre have something for everyone. With many hotels around the area, Brickell City Centre also attracts tourists who wander around Brickell.
32
| SOL STICE CONFIDENTIAL
O B J E CT I V E S OVERALL • Increase awareness of the shops at Brickell City Centre and its offerings • Increase foot traffic of the location • Increase The Shop’s sales
MEDIA • Increase awareness by exposing the campaign inside metro-rail trains, bus stops, billboards, airports, magazines and social media • Increase engagement on Social Media • Increase app downloads
SALES • Increase sales by the first three months of the campaign through an increase in awareness and foot traffic • Increase sales by using media to showcase store’s products as well as their promotions
BRICKELL CIT Y CENTRE | 33
B IG ID EA: O PE N F OR INDULGENCE
CREAT I V E 34
| SOL STICE CONFIDENTIAL
C R E AT I V E S T R AT E G Y Brickell City Centre is truly a one of a kind experience. It’s not just a shopping center, it’s THE destination in Brickell. So how do we show locals and tourists this? “Open for Indulgence,” is the tagline we based the campaign around. We want to let everyone know BCC is open and they won’t judge when you buy five pairs of the same shoe because you need one in every color. Whether your idea of indulgence is splurging on handbags or delving into sushi, Brickell City Centre has it all. We wanted to stray away from the typical fashion ad and do something unique. We opted for vibrant colors and patterns to show off BCC’s originality. We emulated “indulgence” by showing an abundance of products, food, and shopping bags. We followed Brickell City Centre’s brand book in order to keep the campaign cohesive with previous campaigns. Every shot has a pattern to match the background. Each execution differs in imagery and copy, but keeps the same format. For airport executions we chose copy unique to each city. We are addressing residents of the city directly and enticing them to come shop. We also created video signage, where the background pattern of each moves. For billboards and public transportation installments, copy is addressing residents of Miami. We used Spanglish to relate to our target market. Using a cheeky and endearing tone, we want to let locals and tourists know it’s okay to indulge yourself and Brickell City Centre is the place to do so.
MIA M I A I R P O RT
Airport takeover 36
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 37
38
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 39
J F K A IRP O RT
32 Lightboxes 40
| SOL STICE CONFIDENTIAL
Step off 5th Ave and onto the centre of Miami. BRICKELL CIT Y CENTRE | 41
L AX A IRP ORT
32 Lightboxes 42
| SOL STICE CONFIDENTIAL
Step off Rodeo and onto the centre of Miami. BRICKELL CIT Y CENTRE | 43
HE ATH R OW A I R P ORT
4 Screens in Executive Lounge 44
| SOL STICE CONFIDENTIAL
Look Smart. Shop in Miami.
BRICKELL CIT Y CENTRE | 45
MADRID A I R P ORT
1 Train platform for International Departures 46
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 47
~
SAO PAU LO AI R P ORT
1 Security Line Wall 48
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 49
BO GOTÁ A I R P ORT
1 Digital before Immigration
50
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 51
MAGA Z I N E S :
P R I NT
Brickell Magazine, Indulge Luxury Magazine & Aventura Magazine
52
| SOL STICE CONFIDENTIAL
Indulge Luxury Magazine
BRICKELL CIT Y CENTRE | 53
MIA M I H E R A L D :
Full page ads in the Miami Herald & El Nuevo Herald
54
| SOL STICE CONFIDENTIAL
P R I NT
M I AM I N EW T I M ES Full page ads in the Miami New Times: Best of & Art Basel issues
BRICKELL CIT Y CENTRE | 55
MIA M I H E R A L D :
DI G I TA L
Leaderboard and square digital banners in MiamiHerald.com
56
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 57
METR O M OV E R :
T R A NSIT
Metro Mover wraps and Metro Rail ads.
MetroRail - interior
BRICKELL CIT Y CENTRE | 59
B U S S HELT E R S :
60
| SOL STICE CONFIDENTIAL
O UT OF H OME
BRICKELL CIT Y CENTRE | 61
B U S KO NG S :
62
| SOL STICE CONFIDENTIAL
O UT O F HOME
WAL L S CAP E
BRICKELL CIT Y CENTRE | 63
We have prepared a separate Social Media Guide & Budget for your review not included in this book.
SO CIAL & PR OMOTIONS 64
| SOL STICE CONFIDENTIAL
SOCIAL MEDIA & PROMOTIONS STRATEGY Creating unique, strong social media and promotional strategies are vital for increasing brand awareness. Social media is the most efficient way for companies to maximize their reach and engage with their target market through different platforms. After conducting our social media study along with vast research, we have concluded that the two best platforms to reach our market is through Facebook and Instagram. While some of Brickell City Centre’s promotional ideas have succeeded, there are many factors that have been detrimental to their social media resulting in little consumer engagement. Our goal is to create brand awareness that encourages consumers to think of BCC as more than a shopping mall, and more of an all-inclusive lifestyle community. There are two primary weaknesses that are stunting the progression of the success of BCC: lack of engagement and lack of variety in content. The posts tend to be the same across all vehicles and include content that is not varied and not cohesive in its appearance. This prevents BCC from presenting a cohesive brand identity and hinder their ability to create awareness. Our initial thoughts are to focus on Facebook and Instagram. Instagram will be used for shorter, more visual posts, using mostly photos, while Facebook will be used to share lengthier, informational posts and events. Promotional activities will help promote BCC in a creative and engaging way for consumers to be able to immerse themselves. Having a variety of different events will help to define BCC as more of a community for customers. We will use social media to help generate a high turnout while encouraging those at the events to become BCC social media followers. This strategy will not only increase our engagement, but it will also bring more people to the Centre, which is our overall goal.
BRICKELL CIT Y CENTRE | 65
ST YL IST E V E N T BECCA YO U R P E R S O N A L S T Y L I S T S AT U R D AY M A R C H 1 7 T H 2 0 1 8 With Memory Mirrors, Brickell City Center will pamper its shoppers. They can simply pick an outfit from the items within the stores at BCC and pay on the spot. An assistant will gather the items in a specially designed bag and give it directly to the shopper. They can also enjoy complimentary champagne while relaxing in their hair/ makeup/nail appointment. We e n c o u ra g e B C C t o purchase one or two of these Memory Mirrors as part of their overall experience.
66
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 67
PET & C H AR I T Y E V EN T D O G ’ S D AY G A L A N O N P R O F I T : P AW S 4 Y O U R E S C U E S U N D AY , A U G U S T 2 6 T H 2 0 1 8 B C C w i l l p a i r u p w i t h P a w s 4 Yo u R e s c u e to C elebrate National D og D ay. D ogs and owners are invited to walk the grass runway and take a picture in our special photo booth to enter an Instagram Contest. Remix The Dog, will be invited to takeover BCC’s S ocial Media Accounts. He will also sign pictures with his paw and take pictures with his new fur friends.
68
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 69
FA S HIO N T R U C K BCC ON WHEELS M AY 2 5 T H - 2 7 T H Tr u c k s w i l l r e s e m b l e t h e colors in the ads. Follow your desired color by following BCC on social media throughout the weekend. Each truck will have a select amount of stores, which will be revealed on social media. Incentive: Shop exclusive items from brands at Brickell City C entre.
70
| SOL STICE CONFIDENTIAL
HOT EL P O P - U P W H E R E : H OT E L LO B B I E S T H R O U G H O U T M I A M I T H AT M AT C H T H E D E M O G R A P H I C O F BRICKELL CITY CENTRE J U LY 6 - 8 , O C T 1 9 - 2 1 , N O V
Highly creative and visual displays representing a myriad of brands and the energy that Brickell City C entre has. These pop ups will be manned by a high-end concierge whose job it is to explain andanswer all questions about BCC. BCC will arrange free transportation to the mall by partnering with Uber.
23-25
BRICKELL CIT Y CENTRE | 71
SIGN ATU R E S L I C E S AT U R D AY A P R I L 2 1 S T , 2 0 1 8 This is a competition style cookoff where every restaurant in Brickell City C entre will set up booths in the same area of the mall and come up with their own signature pizza that relates to their restaurant.
Signature Slice Every restaurant at BCC will set up a booth in the mall and create their own signature pizza recipe based on restaurant.
Signature Slice
Saturday Well known celebrity judges
April 21st, 2018
Live music Wood burning ovens
Elements: Wo o d b u r n i n g o v e n s Live band Celebrity judges
This is a compe where every res Centre will set area of the mal own signature p restaurant.
Elements: Wood burning o Live band Celebrity judges
72
| SOL STICE CONFIDENTIAL
PROMOTIONS CALENDAR JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
WEEK 1 WEEK 2 Signature Cook-Off Event Saturday 4.21.18
Stylist Event Saturday 2.17.18
WEEK 3
BCC on Wheels Fri- Sun 6.22.18 - 6.24.18
WEEK 4 JULY WEEK 1
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
Hotel Pop-Ups Fri- Sun 7.6.18 - 7.8.18
WEEK 2 Hotel Pop-Ups Fri- Sun 10.19.18 - 10.21.18
WEEK 3
Hotel Pop-Ups Fri- Sun 11.23.18 - 11.25.18
WEEK 4 WEEK 5
Pet + Charity Event Sunday 8.26.18
BRICKELL CIT Y CENTRE | 73
PROMOTIONS BUDGET Product
Quanity
Stylist Event
Memory Mirror Rental
15
All day event
Servers
3
9-8pm (11 hrs)
Champagne
50
Champagne Glasses
300
Baggers
5
DJ (one)
11
Paper Bags
100
Ipads Square Bartending services (food and drinks)
200 people
Unit Price
Price $5,000.00
$75,000.00
$20
$80
$40
$2,000
$1.10/30 glasses
$11
$12
$60
$125
$1,375
$365/100 bags
$365
5
$35
$175
5
$135
$675
1
$17,753
$17,753
Miscellaneous BCC Trucks
$5,000
Trucks
4 trucks
Mannequins
2 per truck
$900
$3,600
$142.98
$1,143.84
Designer Store Associates
1 per truck
$10,000
$10,000
2 per truck
$9.75/hr
$624
Clothing
From stores
Speaker
1 per truck (4 total)
Paper bags
100 per truck
Clothing racks
1 per truck (4 total)
$25
$100
Curtain
1 per truck (4 total)
$299
$1,190
Mirror
1 per truck (4 total)
$129
$516
Lighting
1 per truck (4 total)
$139
$556
Display Screens
2 per truck (8 total)
$475
$3,800
Custom Made Stairs
1 per truck (4 total)
$125
$0
$0
$249.98
$999.92
$365/100 bags
$1,460
Miscellaneous
74
Pet event
Synthetic Grass Runway
1
50 dogs
Photo Booth
1
75 ish people
Treats for dogs
for 50
DJ
1
Photographer
2
Tickets
75
Bartending services (food and drinks)
1
| SOL STICE CONFIDENTIAL
Miscellaneous
$500 $10,000
$135
$135
$695
$695
$1.75/pupcake, $2.50/bone
$212.50
$125/hr
$500
$150/hr
$1,200
$39/75 order (min)
$39
$17,753
$17,753
$5,000
Display Screens
2 per truck (8 total)
$475
Custom Made Stairs
1 per truck (4 total)
$125
Miscellaneous
$3,800 $500 $10,000
Pet event
Synthetic Grass Runway
1
$135
$135
50 dogs
Photo Booth
1
$695
$695
75 ish people
Treats for dogs
for 50
$1.75/pupcake, $2.50/bone
$212.50
DJ
1
$125/hr
$500
Photographer
2
Tickets
75
Bartending services (food and drinks)
1
$150/hr
$1,200
$39/75 order (min)
$39
$17,753
$17,753
Miscellaneous
$5,000
Signature Cook Off
Booths (Custom Tent)
1 per restaurant (6)
$639.00
$3,884.00
All day event
Hight top tables + chairs
tables(25) chairs(100)
Linens
25 table linens
$13.8/table, $12.5/chair
$1,625
Live band
1
Dining Flatware + Cups
For 350
Photographer
2
$150
$1,200
Ballots (Paper)
500
$0.47
$23.70
Ballot Box
1
Tickets
500
Wood Burning Ovens
2
$450
$900
Celebrity Judges
3
$30,000-$100,000
$150,000
Bartending Services (food and drinks) 1
$17,753
$17,753
$10
$250
$1,500
$1,500
* see note
$2,750
$65
$65
$0.21
$106.85
Miscellaneous
$5,000
Hotel Pop-Up
Trade Show Booths
3
$1,495
$4,485
3 times per year
High-end Concierge
1 per booth
$16/hr
$3,456
3 days
Security
1 per booth
$16/hr
$10,368
Mannequins
3 per booth
$142.98
$1,286.82
Mirrors
1 per booth (3 total)
$400
$1,200
Designer
1
$10,000
$30,000
Miscellaneous
$10,000 Promotions Total: Social: Total:
$408,371.63 $19,440 $427,811.63
*$0.65/fork, $0.65/spoon, $0.65/knife, $0.75/plate, $0.45/napkin, $1.81/25 cups
BRICKELL CIT Y CENTRE | 75
MED I A | SOL STICE STICE CONFIDENTIAL CONFIDENTIAL 76| SOL
M E D I A S T R AT E G Y We h a v e c re a t e d a m e d i a m i x t h a t re a c h e s o u r t a rg e t audience of 2,392,600 adults in the U.S. between the a g e s o f 1 8 - 5 2 . We h a v e a m i x o f p r i n t , o u t o f h o m e and digital advertising scattered through the MiamiD ade area and high traffic airports in the U.S, Latin America and Europe. The total annual cost of this campaign mix will be of $627,699 not including social media or promotions. To r e a c h o u r s e c o n d a r y t a r g e t m a r k e t ( i . e . , t o u r i s t s ) , we will be advertising in departing terminals including: Los Angeles International Airport, John F. Kennedy International Airport, Barajas International Airport, Heathrow International Airport, El D orado International Airport in Bogota, Colombia, and G uarulhos International Airport in S ao Paulo, Brazil. We h a v e c h o s e n t o a d v e r t i s e i n S a o P a u l o a n d B o g o t a in D ecember and January because these are summer months in S outh America, thus more likely for people to go on vacation at these times. Heathrow and Barajas will have placements in August because that is the most popular month for European travel (eurostat). L AX and JFK were reser ved for June and July because summertime is the US’s travel season aside from the holidays.
Miami Airport was chosen
for the holiday season as it will reach all incoming tourists (domestic and international) during the holiday season (Miami and Beaches).
For L AX, JFK and MIA we are using the prestige digital
traffic from tourist as well as locals, most of whom take
network with a network of high-res, fully digital
the O mni Loop from G overnment C enter and then cross
displays. For L AX and JFK we have 32 screens that run
over to the entrance where the bus shelter is located.
f o r 1 0 - s e c o n d s p o t s e a c h , l o c a t e d i n t h e To m B r a d y I n t e r n a t i o n a l Te r m i n a l f o r L A X a n d Te r m i n a l 8 f o r J F K .
For
The location I - 395 was chosen for a wallscape because
MIA, we are also using the prestige digital network with a
it is in direct view of people coming from the airport and
full airport 67-screen plan. For El D orado Airport we will
the exit to downtown Miami and has an estimated 608,340
have a 20-second video wall located in the international
impressions weekly.
security checkpoint. For Guarulhos Airport, we will have a s e c u r i t y m u r a l w a l l l o c a t e d i n Te r m i n a l 2 . F o r H e a t h r o w
We h a v e c h o s e n f u l l p a g e / f u l l c o l o r a d v e r t i s e m e n t s i n
A i r p o r t , w e w i l l h a v e 4 l i g h t b o x e s t h r o u g h o u t Te r m i n a l 3
the Miami Herald, El Nuevo Herald, Miami New Times,
to target the affluent business traveler. Heathrow has 18.3
B r i c ke l l M a g a z i n e , Av e n t u ra M a g a z i n e a n d I n d u l g e L u x u r y
million passengers; 31% are business travelers and 39%
M a g a z i n e . We s e l e c t e d M i a m i N e w T i m e s fo r J u n e a n d
are flying to or from the United States. Barajas Airport’s
December insertions because these particular edition,
train platform was determined as the best choice for
B e s t o f & A r t B a s e l a re p u rc h a s e d t h e m o s t . We p l a n t o
us, as it directly targets passengers going to Miami (T4
run the Miami Herald independently because its vehicle
S atellite). Also glass stickers have a longer dwell time and
ratings are strong enough for it to stand alone during the
higher impact.
months in which the bi- monthly magazine schedule is not running. The remaining magazines will be run together.
The MetroRail interior is what a person who commutes
We w i l l h a v e t h re e i n s e r t i o n s i n t h e M i a m i H e ra l d ( m o n /
t o D o w n t o w n M i a m i s e e s t h e m o s t o f t e n . We c h o s e t h e
sat) edition as well in the Nuevo Herald, and we will have
full wrap on Brickell Loop MetroMover because it stops
bi-monthly insertions in Indulge Luxury Magazine. As for
at one of Miami’s largest MetroRail stops, G overnment
digital media, we will advertise via MiamiHerald.com with
Center.”Bus Kongs” will be visible to people driving and
a plan of 125,00 impressions. If we commit for 6 months to
walking as they are placed on the side of the bus facing
the Miami Herald plan we will receive 3 insertions in the
t h e s t r e e t . To a t t r a c t t h e a t t e n t i o n o f b u s r i d e r s ( a s
Miami Herald D aily S ection and 3 insertions in El Nuevo
well as pedestrians and drivers) we chose bus shelters.
Herald D aily S ection for ¼ of a page.
We c h o s e t w o s t o p s : t h e Wa s h i n g t o n Av e & 5 t h S t re e t
78
a n d B i s c a y n e B l v d & N E 4 t h S t re e t . Wa s h i n g t o n & 5 t h i s
Our plan costs $627,699. Each media group portion: O OH
on three bus routes in the Miami Beach area, so it has
Miami ($170,540), Airports ($350,881), Digital ($48,000),
the potential to be seen by drivers, tourists walking the
Print ($58,278). Our Print plan will yield the following
neighborhood and Miami residents trying to make it back
a n n u a l a v e r a g e s : Ve h i c l e R e a c h + 1 ( 3 6 . 1 % ) , M e s s a g e
to the mainland. Biscayne & 4th is located directly in
R e a c h + 1 ( 1 5 . 1 3 % ) , Ve h i c l e G R P s ( 3 8 . 8 ) , M e s s a g e G R P s
front of Bayside Market Place. This location has constant
( 1 5 . 7 3 ) , Ve h i c l e a n d M e s s a g e F r e q u e n c y ( 1 . 1 ) .
| SOL STICE CONFIDENTIAL
MEDIA VEHICLE LIST
MED IA B U D GE T FEBRUARY
80
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 81
MED IA CAL E N DAR FEBRUARY
82
| SOL STICE CONFIDENTIAL
BRICKELL CIT Y CENTRE | 83
CONCEPT TESTING BRICKELL CITY CENTRE INTERVIEWS Participants were randomly selected as they passed the table we had set up on the second floor of Brickell City C entre. There were fifteen participants who ranged in age from 19 to 40 and represented several ethnicities.
FINDINGS People agreed that there was a lack of a “come shop” message. BCC itself was not well represented and many participants did not see the brand reflected in the ads. Many people agreed that the shopping mall should be shown or something that indicates shopping should be in the ads. Otherwise, the ads were confused with those for real estate. Most of the copy was very negatively received at BCC. The only copy that was well received by everyone was “Ahora or Never.” In addition, some of the backgrounds were confusing and did not clearly show people where BCC is located.
84
| SOL STICE CONFIDENTIAL
ON-CAMPUS FOCUS GROUP The concepts did not have a call-to-action. When asked if the ad with the woman in the
D I V E I N TO S H O PPI N G . . .O R M AY B E J U S T U B E R H E R E
polka dot dress would encourage her to visit BCC, one participant asked:
To d o w h a t ? ! W h a t w o u l d I d o t h e r e ? Te l l m e w h a t I c a n d o ! Ads demonstrating a tangible feature were more well-received.
COME SHOP M E T R O. WA L K . U B E R . YO U D E C I D E H O W TO A R R I V E .
WANDER TO INDULGENCE
This one shows something that you can do as opposed to the other one that shows nothing. Ads in which the copy used parentheses were confusing. Especially the copy “Extra (vagant), as “vagant” was read as a word on its own, did not make sense.
A large part of the Miami population does not speak English as their first language.
The most well received copy concepts were “I’ll have what I’m having,” “Visit Pronto,” and “If indulging is wrong, don’t be right.”
BRICKELL CIT Y CENTRE | 85
CAMPAI GN E VALUAT I O N All ratings and impressions were either provided in media kits or calculated using their data combined with statistics from airport or government databases.
AIRPORTS
O U T O F H O M E L O C AT I O N S
Both domestic and international airports
Out of Home executions will
were selected due to their potential to
be placed in several locations
reach tourists and local travelers, as well
within Miami, such as MetroRail
a s o u r P r i m a r y Ta r g e t M a r k e t s . H e a t h r o w
and Mover, Buses, Bus Shelters
Airport welcomes 34,790,000 travelers
a n d a Wa l l s c a p e o n I - 3 9 5
per year, with a 50.90% impression
located at Miami Marquis
rate. G uarulhos - S ao Paulo welcomes
Biscayne Blvd.
8,600,000 travelers per year and a 34.56%
target market is 2,392,600
impression rate. El D orado - Bogota hosts
people. That’s the population
442,678 per year and 49.90% impression
of Miami and Fort Lauderdale
rate. L AX hosts 1,493,104 per year,
according to the demographic
coupled with 764,800 impressions per
profile on SRDS.
year. Similarly to out of home, airport advertising is difficult to measure and track. S ome airports provided the gross impressions for the requested locations, others were calculated by using both media kit data and online statistics. [(locations foot traffic/ total international travelers) * 100].
The estimated
WEB
SOCIAL MEDIA
The main media
The ads will be featured
The two best platforms
utilized for the web will
in several of Miami’s
to utilize are Facebook
consist of the Miami
most popular magazines
and Instagram.
Herald D igital. The
and publications.
Efficiency
site attracts 125,000
With a target market
platforms will be
impressions every
of 2,392,000, the
measured utilizing the
month. Effectiveness
impression rates of
amount of likes, tweets,
of BCC advertising will
the chosen magazines
clicks, click through
be measured through
are: The Miami Herald
rates and shares.
click rates, impressions,
(54.50% Impression
Facebook offers a
and click-through rates.
Rate), Miami New Times
system that records the
Impressions are counted
(35.10% Impression
level of engaged users.
each time the BCC ad
Rate), Indulge Luxury
These are users who
loads on the web page.
Magazine (11.70%
have directly interacted
Clicks are counted when
Impression Rate),
with the content
the user clicks on the ad
Brickell Magazine
pertinent to the page.
and click-through rates
(6.26% Impression Rate)
Furthermore, exogenous
appear when new traffic
a n d Av e n t u ra M a g a z i n e
sources interaction
is relocated to the site.
(5.01% Impression Rate).
history include programs
of these
like “Free Reach” and “ O rg a n i c R e a c h ” . We w i l l also be using Instagram analytics to track the way we are doing.
BRICKELL CIT Y CENTRE | 87
CREDITS ADVISOR S
C R E AT I V E
Juliana Fernandes
I s a b e l l a Tr i a s
SOCIAL MEDIA & P R O M OT I O N S
Assistant Professor
Creative D irector, Presenter
Melanie Brooks
Sarai NuĂąez
Alexa ndra D uga rte
S ocial Media & Promotions D irector,
A d v e r t i s i n g L e c t u r e r , C r e a t i v e Tr a c k
Associate Creative D irector
Designer
ACCOUNT PL ANNING & RESEARCH
Apryl House
Salome Berrebi Account D irector Elizabeth Vidal Associate Account D irector Danielle Elfassy Research Analyst, Presenter M a c ke n z i e B u c k l ey Research Analyst, Presenter Autumn Burpo Media Planner Alexa ndra Amiel Research Analyst J a ke Z i a j a Research Analyst D y l a n Ly n c h Research Analyst Maria Escobar Media Planner Shrivats Dalmia Research Analyst
88
| SOL STICE CONFIDENTIAL
D esigner, Book C o-D irector N i k k i Wo n g D esigner, Book C o-D irector Sidney Sherman Photographer I s a b e l l a Ve a d e r Copywriter Martha Gonzalez Iturri C opywriter, Presenter Grace Donahue Designer Christina Riccardi Designer
Nathalia Silva Associate S ocial Media & Promotions D irector, D esigner Madison Alvarez Social Media Planner Madison Howell Social Media Planner Emily Kirstein Social Media Planner Alejandra Madrid S ocial Media Planner, Presenter Alexa ndra Maou nis Social Media Planner Julie Rosenthal Social Media Planner, Designer We n S i Social Media Planner Nikki Slap Social Media Planner
BRICKELL CIT Y CENTRE | 89