Sergio
o i g r e S b [Flip
o
r co ok fo
ntact
tion] a m r info
That’s me.
That’s my great great grandpa.
I may never become the President of the United States... or Peru like my great great grandfather was. But if I’ve inherited even a trace of his leadership or people skills, I should do pretty well in this business.
Contents Boy Scouts of America Nutella Wonder Bread The Warhol Museum Contact Information A finely crafted strategy doesn’t mean much if the work doesn’t match. That’s why interacting with the creatives is as important to me as any focus group or survey. Collaboration leads to inspiration, on both the creative & strategic front.
Boy Scouts of America The Problem BSA’s school recruitment efforts are being phased out by schools and the organization is perceived as irrelevant in today’s society. Objectives Propel cub scout recruitment and retention Target Moms & second/third grade boys Methodology Conduct secondary research on current recruitment practices and primary research including interviews with parents and children both involved and not involved in Scouting. Position Scouting teaches you lessons that last a lifetime. Barriers From Non-Scouting Parents 1) Activities competing for children’s interests 2) Parent’s trust in leadership Parents Want Kids to... 1) Feel a sense of accomplishment 2) Build character 3) Develop their natural talents Scouting Parents... spoke highly of the skills and lessons their boys have picked up, and shared stories of lessons put into action.
Celebrating 100 Years of Scouting We decided to use this landmark occasion to propel cub scout recruitment and retention
100 Years Badge
Mentorship Program
Book
The program is designed to create interaction between the Boy Scout and Cub Scout programs. We feel this is a step in bringing together a fragmented organization, and will lead to increased loyalty to the program.
(See following pages for contents)
Reality TV
Changing the Website Many of the parents of non-scouting children told us they wouldn’t even know how to enroll their child if they wanted to. We felt the website needed to be simplified to make such information easier to find and enhanced to include information on the troop leaders.
Current
New
Nutella The Problem Nutella has failed to reach the outstanding levels of success it has enjoyed around the world in the U.S. Objectives Increase awareness + product adoption
Surveying US Nutella Users Regulars
10%
Exploring the Roots It’s a cultural icon and pantry mainstay in native Italy and much of the world. But how did it become that way? Based on blogs and other social media venues, it might be due to the strong emotional reactions that are elicited from the product’s flavor. The flavor, a rich chocolatey-hazelnut, is distinct yet complimentary to a large variety of other flavors. Exploring Existing Usage Habits In most parts of the world, Nutella has found success marketing to families, but since the product does not have the same cultural relevance in the US as it does around the world, the usage habits are not the same.
90% Occasionals Realization If we’re trying to induce product adoption, we should target people more likely to use the product on a regular basis. Sidenote The people who ate nutella on a regular basis were more likely to eat nutella on different things.
Target
Indulgent Risktakers They are active, affluent-leaning educated adults, 18-34, 61% male, 39% female This group, in a study on eating habits conducted by Aramark, was found to not be calorie-conscious or nutrition focused. They eat what they like. Ironically, they are the most fit group (lowest BMI) do to their active lifestyles.
Spreading the Flavor
We took the product on the streets during lunchtime and asked people to spread Nutella on whatever they were eating. The overwhelming response was one of surprise as people did not expect the Nutella to mix well with their veggies or turkey sub with bacon.
Which led to our messaging statement... Nutella challenges perceptions on how food is eaten.
The dots on the jar implying the possibilities with Nutella led our team creatives to the tagline:
Targeted Media Strategy
Appeal to the target’s curiosity & sense of discovery. The target is in a life stage where they crave knowledge and seek information.
Banner Ad
Website
19
20
21
22
In-store
TV
Wonder Bread The Problem Wonder Bread has been a staple in the American kitchen for the better part of 80 years. Unfortunately for the brand, it is losing that status. The brand, once an innovation leader, lost market share by remaining stagnant in the competitive bread category, and lost credibility as wellness trends influenced consumer mindsets.
Multi-bread Households We don’t expect parents to make Wonder Bread their household choice of bread. We don’t need to. Most families today buy more than one loaf of bread to suit the needs of different occasions and different family members.
3+
2
1
Objectives Rebuild brand image; Make aware the breadth of product offerings Target Consumers grew up with the brand, but with changing purchasing habits, have also outgrown it. That’s why we’re targeting their kids.
16%
48% Finding Insight Many parents have trouble getting their kids to eat. So for them, it’s not what their kid eats, but that their kid is eating at all. They like basic sandwiches like Bologna and PB&J.... not exactly the kind that taste best with heavy, multi-grain breads.
36%
Different kinds of bread per household
The Position Basic Bread for lunch box sandwiches
Exploring the Bread Aisle We noticed an abundance of noise associated with the number of choices and functional attributes in the category. Consumers often feel overwhelmed making these decisions.
The Brand Equity We’re targeting kids, but we thought it would be foolish to ignore the brand equity Wonder Bread has established over the years. We thought the trademark graphics, pop art in its most original form, helps distinguish Wonder Bread from its numerous competitors.
Considering the brand equity associated with the logo, we thought there was a great opportunity to simplify the branding in the hard to navigate category.
Insight When we polled the target outside of local supermarkets, 98% correctly identified Wonder Bread from the colored bubbles at the opening of the packaging. Wonder Bread is the most recognizable bread brand on the market and even the colored bubbles are recognizable without a logo.
(rough strategist rendition)
“The simple graphic and primary color logo is so recognizable, it’s actually pretty brilliant. Maybe that is why I’m so attracted to it.” -Katia. a mom, 34
The Strategy Enhance iconography to attract kids and their parents
Print We chose newspaper over magazines keeping the company’s marketing budget in mind. This medium keeps the parents in mind as they search for activities to participate in with their children.
Outdoor This medium was chosen based on locations where parents actively interact with their children.
Website
Current
New
In-store Since children have a heavy influence on these types of purchase decisions, we think this medium should not be ignored.
The Warhol Museum The Strategy Shift the emphasis from “largest collection dedicated to one artist” to an experience as interesting and unique as the artist.
Objective Inspire repeat visits from Pittsburgh locals The Problem “Been there, Done that” Syndrome- Once people have visited a museum once, they feel like they’ve seen it already. They also assume the museum is all about the work itself. Why should they come back? The Target To determine this we thought, who are the people likely to come back? people with an appreciation for the eccentric. We want to pluck the unordinary out of the ordinary. We can find them in Pittsburgh’s many college campuses and hip & offbeat neighborhoods.
In-museum
Outdoor
New Event
Contact: Sergio Navarro 352-256-9497 sergionavarro525@gmail.com
Contact: Sergio Navarro 352-256-9497 sergionavarro525@gmail.com [Goodbye]