Valentina Valentina Almeida Almeida A C C O U N T
P L A N N E R
Personal Manifesto Where south of the border meets north of your expectations. When my oldest niece, Sariah, was born, I sent her a drawing of an elephant on a ball. Although amateur 14-year-old-esque and horribly colored, Dodo, the elephant, stills hangs on her wall. Elephants have a jovial personality. They are majestic animals, but also know when to ask their pack for a hand when their load is absurd. Their minds are sharp and when tasked they wisely give it their all. So, I guess wanting to be like Dodo is not too shabby of a goal.
Resume Education
Brigham Young University, Provo, UT Bachelor of Arts in Communications (Emphasis in Advertising) Minor: Business Management Current GPA: 3.76
Scholarships & Awards
Academic scholarship AAF Most Promising Minorty Student, Class of 2011 BYU Advanced Advertising Lab Volunteerism Award 2011 BBDO Allen Rosenshine MET Fund Scholarship 2010
Employment
Strategic Planning Intern, Leo Burnett, Chicago, IL Worked on Kellogg brands: Special K, FiberPlus, Eggo Assisted in building brand purpose for various brands Applied consumer knowledge for new brand and product positioning Heightened team's knowledge of consumers' behavior with detailed research Developed strategy for a new Silk campaign
Account Planner, BYU AdLab, Provo, UT Clients include: Gatorade, Nature Valley, Doritos, City Harvest, Zion's Bank Manage business with national and local clients Develop strategic decisions according to clients’ needs
Account Planning Intern, Energy BBDO, Chicago, IL Worked on Bayer and Wrigley brands Prepared and attended creative briefs to inspire creative teams Assisted in the development of brand equities Created consumer profiles
Volunteer Activities
President, BYU AAF Chapter, Provo, UT Organize chapter meetings and events Represent chapter at Utah AAF events Contact professionals and arrange campus workshops
Vice President of Communications, BYU Student Alumni Association, Provo, UT Planned and assisted in execution of Student Alumni events Handled on-and off-campus advertising and media relations Assist in the writing, editing, and publishing of the first annual Y Book
Sept 2007 - April 2011
Sept 2008 - April 2011
June 2011- Aug 2011
Sept 2009 - April 2011
Market Research Analyst, Tahitian Noni International, Provo, UT Conducted and analyzed research on current and possible future products Designed and monitored clinical studies Create consumer profiles based on research
Sept 2010 - May 2011
June 2010 - Aug 2010
Sept 2010 - April 2011
Jan 2010 - June 2010
NOOKA
Munchbox
Client: KURU Footwear Position: Account Planner BYU AdLab
Problem:
Find the correct target customer for KURU footwear, an online shoe provider with a wide line of orthopedic shoes who desires to switch their target to a 30-35 yr. old demographic.
Solution:
Create a survey to identify the current customer and their preferences.
Findings:
KURU has an older customer of 46 or older and should not switch markets.
Their customers are concerned about comfort and are computer savvy for their age group
You'll see:
Excerpts from survey findings that show the specific elements that characterize the brand’s customers.
Present target customer and data that may serve as guiding information for the company's next steps.
Females dominate their market.
The majority of KURU’s customers are 46 or older and female
95% of KURU customers answered between 3.2 and 6.52; a range higher than normal for the age group of respondents.
Comfort was an important characteristic of their KURUs
Appearance
Medical Benefits
Quality
Price
Recommendations
A significance test for the relationship betwen gender and factors in buying KURU shoes showed that women tend to be more concerned about quality, price, and recommendations.
Account Planning Intern Energy BBDO Chicago, IL
Brands:
Wrigley: Eclipse
Intern Project: create a website for interaction between Energy BBDO's current and past interns.
Bayer: 2011 New Product, One A Day, Flinstones
Projects: Developed prime prospect profiles Created insights for creative briefings Conducted primary and secondary research Created profile videos Designed and compiled creative briefing books Worked with designers to create materials You'll see:
Eclipse: Gum Ocassions Map Bayer: Project overviews Intern Project: Strategy, logo, website mock-ups
Gum Occasions: Due to Eclipse's attempt to switch their prime prospect, I created this map to demonstrate the daily moments when the customer feels the need for a new pellet of Eclipse. Ocassions were defined by previous research.
Desk
Bayer Products:
Much of my time at Energy BBDO was devoted to Bayer Healthcare.
2011 I did extensive primary and secondary reserach New Product: to present the client with a prime prospect profile. I created briefing materials and participated in creative briefing. One A Day:
Analyzed focus groups and compiled a video of insights and prime prospect segments.
Assisted in putting together creative briefing.
Intern Project: My roll:
As head planner, I organized teams to research and develop different website levels that would achieve the desired objectives presented.
Strategy:
This platform will be the best communication base to provie Energy BBDO with insights about the intern generation, while providing contributors networking opportunities.
Strategy: Valentina Almeida Jason Houze
Logo Design: Website Design: Alexia Georgiou Matthew Accetta
Community
Public Secure The Loop Functions: Three levels were created to give the website public, communal, and secure aspects. Public: Accessible to the general public, this level displays intern profiles and entertainment. Community: A space for interns and employees to interact while and outside of EBBDO. Secure: Private sector were research is conducted with intern generations for EBBDO purposes.
NOOKA
Client: NOOKA Position: Account Planner
Problem:
Position NOOKA as a fashion accesory and an alternative time piece.
Solution:
Identify the NOOKA customer and their personalities.
My roll:
I coordinated meetings between management and creative, and made the final presentation with the key consumer and market insights.
You'll see:
Creative Execution
Creative Execution:
Print Nooka wearers are revolting against traditional ways of telling time. Personified by “Father Time.” Big Idea “Killing time”
Art Direction: Katie Mellor Copy: Charlotte Haynie
iPhone Apps:
Memory Game
Tangram Game
Client: New Product Development Position: Account Planner Problem:
The children's lunch market has a variety of packaged products that are processed and unhealthy for children. As an account planning team, we had to create and design a healthy and convinent packaged product to replace the current eating habits of children for lunch.
Solution:
We created Munchbox, an online home delivery lunch service. With many options, parents and their children can hand pick their choice of ingredients for lunch making both parties happy while in the comfort of their home. Quick for moms, tasteful for kids.
Strategy:
To the concerned mother, this customizable healthy lunch will settle the constant battle between a child's unique taste buds and a mom's health-conscious mind, while awarding them with convenience and a well valued product.
You'll see:
Customer profile Munchbox packaging
To their kids they are super moms; but as some things fall through the cracks, they sometimes feel insecure in being able to meet all the demands. They help with homework, avert crisis, and keep the entire home running. They are concerned about the healthy and well-being of their children and about the nutrition of the food their children eat. Their mornings are hectic witht he hustle and bustle of preparing lunches for their children. They are faced with the battle of satisfying the picky palettes of their children day in and day out. They have a flexible budget but want to make the most out of their purchases.
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Target:
Client: Doritos Position: Account Planner BYU AdLab Campaign name:
Doritos "Nemesis"
Problem:
Place Doritos as the most desirable snack for the consumer whenever and wherever .
Solution:
Put Doritos in a new, movie theater scenario, where the consumer doesn't usually have it and where we can remind them to watch their back more than ever; because you never know when someone is going to sneak up on you and try to swipe your Doritos.
My roll:
Developed strategy
Awards:
2011 Utah Student Gold Addy 2011 Regional Student Silver Addy 2011 National Student Gold Addy
Created Doritos' original shorts to show at the movie theater.
Researched supporting facts for media and consumer receptivity moments.
Copy & Art: Scott Stevens & Travis Meidell
Designed movie posters for display at the movie theater and exclusive Doritos buckets to create a new way for the consumer to enjoy their favorite snack in a new scenario.
Client: City Harvest Position: Account Planner BYU AdLab Campaign name:
City Harvest Neighborhoods (Non-Traditional/Integrated campaign for 2011 Student One Show Brief)
Problem:
Create a campaign that promotes City Harvest’s food rescue model as THE solution to fighting hunger in New York City.
Highlight City Harvest as the connection between high quality food in New York City that would otherwise go to waste and the more than 1 million men, woman and children who access emergency food each week.
Target:
New Yorkers are proud of who they are and what they have accomplished. They dress, talk, and walk in confidence. When it comes to choosing a place to live, they look for something that fits them individually. They may not be the reps for their zone, but when it comes to neighborhood pride they are in the front of the line. Although their busy lifestyle may make them seem closed-off, when a good cause hits close to home they are fully invested.
Solution:
Take advantage of the natural rivalry between New York City's neighborhoods to encourage New Yorker's to fight hunger.
My roll:
Developed strategy and consumer profile Researched supporting facts for mediums and consumer receptivity moments
Art Direction: Pierce Thiot Copy: Scott Stevens
Created City Harvest logos representative of each neighborhood and digital billboards to display neighborhood donation totals in heavily transited areas. Also created City Harvest bags for each neighborhood.
Ads would display smack talk between neighborhoods to inspire New Yorkers to represent and prove who can help the most.
City Harvest logo stickers representative to the specific neighborhood would be put outside of restaurants to indicate their alliance with City Harvest.
A mobile app would be created to easily show New Yorkers all the City Harvest affiliated restaurants nearby where they could donate.
Strategic Planning Intern Leo Burnett Chicago, IL Kellogg Products: Kellogg's Olympics:
Put together a customized report to identify the opportunities Kellogg's could take advantage of in the 2012 Olympics.
Created a brand purpose presentation that explain the different emotions consumers can associate with their favorite products.
Special K:
Helped with the research and concepting for a new product.
Analyzed TV spots before testing in order to verify the messaging that we desired to portray was clear.
Hispanic Kellogg's:
Expanded the team's knowledge of the Hispanic Kellogg's customer by conducting research on the Hispanic consumer.
Helped in day-to-day assignments as needed.
Kid Brands: Interacted with client, vendor, creative, and account teams to organize a major event to learn more about Kid trends. Intern Project: FiberPlus: Helped in organizing a positioning workshop and in finding a new positioning for the brand.
Eggo:
Assisted in researching, writing a survey, and conducting interviews for a brand purpose workshop.
Things I like: Field Hockey Traveling Barbecues Playgrounds Driving without purpose Stand up comedy shows
Contact Information: Valentina Almeida valentinalmeida.posterous.com valerdea@gmail.com (801) 792-7517
Cloud art Cooking Saturday morning cartoons Swimming Photography Cereal
Thank You VA L E N T I N A A L M E I D A