PursuitMy Quest for Strategic CommunicationJeremy Burns April 2012
“You’re too tall to be Porky the Pig.”I was 17 years old at the time I had my first job. It was with Six Flags Over Fiesta Texas.I went through orientation with 30 newly hired applicants and was eager to start working so I could save money and buy myself a $1,200 guitar.At the orientation my job title was not known except that I will be working in the Marketing Department. I thought that my responsibilitieswould be shuffling office paperwork, which would be easy, but Lord behold what kind of work was in store for me.After the orientation I was sent to meet my supervisor Garrett. I walked into his office and before I could introduce myself he looks and says:“You’re too tall to be Porky the Pig.”I was so startled that I did not even know what to say. I just stood there with my jaw open thinking of what I got myself into and out of the closetI see him pull out a costume: “But you’re the perfect height to be Scooby.”And then it hit me, my first job in my life was to be a cartoon mascot, and not just any cartoon, but Scooby-Doo.I suddenly pictured kids charging for me like bulls only wanting to play, how demoralizing I thought this job would be.But me being me, I stayed with the job and was willing to wear the suit to pursue a career in strategic advertising.I learned that Scooby-Doo is more than just a cartoon; Scooby symbolizes all the elements of what a kid is! He’s goofy, filled with innocence, getsscared of the dark and loves to have fun.Because of this, Six Flags Over Fiesta Texas used a clear strategic channel of communication to reach out to not just families but specifically kidsto come and experience an adventurous time at its theme park. This would not have been accomplished without Scooby.During this job I assisted in event coordinating, planning, promoting and advertising. I soon learned that not just Marketing, PR or advertising isviral but so is communication. It is everywhere and needs to be used in a strategic manner to reach goals.It was from that job that I embarked upon learning the tools of the trade and pursuing with perseverance the art of strategic communication.
Education May 2008-Aug. 2008Texas State University McCoy College of Business Administration Calliope Artist Management Talent CoordinatorBBA Marketing Graduate: May of 2011 • Gained experience in film and modeling industry by processing 40 new clients, database management and booking auditions, photoRelevant Experience shoots and print ads.Aug. 2011-Current • Promoted local funk band Dog Men Poets through interactiveThe PM Group Social Media Specialist/MCC marketing via MySpace and Facebook, co-branding with venues• Calculate radio and TV broadcast data for 20 DMA’s and publications of press releases and e-press kits• Develop and implement social media and digital advertising for clients and agency Aug. 2007-Dec. 2007• Provide ROI data via Google Analytics, Facebook Insights and Propaganda Media Group Public Relations Assistant Facebook Ad Manager • Promoted clients via Public Relations by booking local radio• Increased Facebook likes for the Book of Free by 195% in two interviews with 89.9 KTSW and 101X Austin Radio weeks • Conducted interactive marketing via MySpace and Facebook• Increased weekly total reach of Career Point College fan page over • Managed database for 75 clients and 52 venues 147% and maintained an average weekly engagement of 49 users• Helped increase website leads for Career Point College over 60% Additional Experience in two months Mar. 2011-Current Austin American Marketing Association YouTube SpecialistAug. 2009-Aug. 2011 • Develop internet videos and manage interactive marketing eventsSan Marcos-Premium Outlets Campaign Manager via YouTube• Promote San Marcos-Premium Outlets to local and international shoppers through grassroots and experiential marketing Aug. 2009-Dec. 2009• Strengthen marketing and promotional strategies for 142 vendors Texas State American Marketing Association VP of Internal Affairs by co-branding and integrating monthly store offerings through • Facilitated and improved management of marketing operations direct and experiential marketing for 25 Executive Committee members through bi-weekly recaps• Initiate cause-related marketing campaign Support Our Heroes and influential leadershipNov. 2008-Feb. 2010 Aug. 2008-May 2009Clay Nightingale/Bayou City Outlaws Booking Agent/Manager Texas State American Marketing Association Vice President• Expanded fan base for both artists within Central Texas Corridor • Managed 16 officers by teamwork collaboration and action-• Constructed promotions and relationships with 32 music venues oriented leadership through cold-calling, media press kits and event promotions • Constructed the 2008-09 Chapter Plan and Annual Report• Used guerilla warfare tactics in publishing press releases, media press kits, and outdoor advertisements Interests Economics, Spanish Guitar, Salsa, Films, Basketball, Football, Blues, Electronic music, Espionage Novels, Technology and Traveling
Objective: Increase the Vocational School’s website Strategy: Establish Career Point College as the place toleads for student enrollment turn to for bettering lives and career opportunities through popular social media networks and micro sites.
PositioningCareer Point College cares about the youth in our community, many who may need a second chance at success. By being a resource that thesepotential students can trust and turn to, Career Point College can become “the place to turn to” for bettering lives and creating opportunity. Bydemonstrating how the institution helps others, potential students will be drawn to Career Point College and seek out more information.Messaging Mix • Success stories • Student Organization News • Testimonials • Student Organization Events • Community Activities • Relevant Industry News • New Teachers • Special Events
Social Media and Micro SitesFacebook and Twitter are social media networks that have high concentrations of females between the ages of 18 and 34 that serve as CareerPoint’s primary target market. Therefore, we utilized these two social media networks to re-position the school as “the place to turn to.” Inaddition, micro sites and digital advertisements from local popular radio stations in San Antonio, TX and Tulsa, OK were used to spreadawareness and traffic to both campus websites.
ResultsAfter two months of implementing this digital campaign, website leads for Career Point College increased over 60%. And in regards to SocialMedia ROI, weekly total reach of both Career Point College fan pages were over 147% with the San Antonio fan page maintaining an average weeklyengagement of 49 users.
Objectives: Increase Facebook followers and drive Strategy: Utilize an iFrame application to implementtraffic to the website in order to raise $150,000 for the an AMEX Gift Card Giveaway on the Facebook fanlocal charities of San Antonio, TX page while promoting the Book of Free through Facebook Advertisements.
Book of Free AMEX Gift Card GiveawayIn order to increase Facebook followers we developed an AMEX Gift Card Giveaway that would require users to like the page and follow througha registration process. In return, this provided The PM Group and Nnovative Marketing a strong base of followers and leads to convert intobuying the seasonal book of gift certificates. iFrame Application An iFrame application was utilized to merge the giveaway form on to the Book of Free fan page. Once users filled out the form, the information was then sent to a designated email address for future marketing purposes and follow-ups of the giveaway winners. Facebook Advertisements Three sets of ads were used. The first set were awareness ads targeted to users who were fans of company partners who offered deals in the book. The second and third sets were first and second generated call-to-action ads that converted users to registering for the giveaway. 1st Generated 2nd Generated Awareness Ads Giveaway Ads Giveaway Ads
Social Media BuzzIn return, a social buzz was sparked causing Facebook users, bloggers and local media publishing companies to get in on the cause.
Success!The social media campaign reached over 75,000 users within the San Antonio market and increased Facebook likes by 195% in two weeks! In theend, The PM Group and Nnovative Marketing achieved their goal and were able to raise over $150,000 for the local charities of San Antonio.
Objective: For a semester project, reposition Skype Strategy: Establish Skype To Go as the idealTo Go as the ideal mobile and landline phone international calling program by exposing the emotional bond provided when calling families andapplication for internationals loved ones while enforcing its affordability
Creative ApproachSkype takes business and personal communication to a whole new level. They position themselves as saving you time and money; however, theyare not perceived as providing the emotional bond between families and loved ones while distance keeps them apart.By being compatible with mobile and landline telephones, Skype To Go is a great way of maintaining contact between family members and lovedones on a Global level while on the go.Creative Objectives • Make international and long distance families aware of Skype To Go and its advantages over other international calling plans • Re-enforce Skype To Go as an affordable international calling program • Create an emotional bond when internationals use the program for calling those special to them
Target MarketForeign Exchange StudentsForeign exchanged students of Asian and Spanish descent are four times as likely to make a call back to their home country while pursuinginternational studies (Nielsen Claritas). It’s great to know that no matter the distance, your family and friends will be there to support you uponthe challenges of adapting to a different culture and new surroundings, let Skype To Go help make that transition easier for you.Military FamiliesActive military families who are stationed within the United States and have family members deployed overseas face emotionally challengingtimes. Knowing that a brother, sister, husband or wife are putting their lives on the line can cause families stress and emotional breakdowns dueto the risk of losing their loved one; let Skype To Go help ease the worries and keep the connection strong.
Creative ResultsThe strategy behind this creative work is to increase frequency to Military Families and Foreign Exchanged Students. In order to achieve this, weproposed specific demographic market areas that have a high concentration of Universities and Military bases: Florida, California, New York,Texas and Illinois. All ads will be placed near airports, military bases and public universities. Billboard Ad 1 Billboard Ad 2 Billboard Ad 3 Mobile Poster Ad Poster Ad
Objective: For a semester-long project, construct a Strategy: Utilize public relations and establishmarketing plan that will help PRE in expanding the strategic alliances in political sectors regardingproduction and installment of their kinetic energy legislation and funding of renewable energyconverter technology.
The ChallengeBeing a start-off company encompasses difficult challenges. According to the U.S. Small Business Administration, 50% of businesses founded inany one year are not in business four years later. The problem with small companies is a lack of strategic management and programs that arenot established which destroys the life of a company.Due to this, it was necessary to develop a marketing plan that will help Phoenix Renewable Energy expand their business through increasedproduction and installment of their kinetic energy converter, “the Charger.”The StrategyUtilize grassroots’ marketing public relation activities and word-of-mouth targeted to Governmental Energy and Transportation Officials throughEnvironmental and Energy Lobbyists and TradeshowsDevelop Strategic Partnerships and Co-Branding with Municipal, State and Federal Government officials
The Power of Co-Branding and Trade ShowsTradeshows are ideal for small companies to expose their business and implement experiential marketing to establish the products capability.We recommended Phoenix Renewable Energy to register and promote the Charger at the Annual North American Renewable Energy WorldConference & Expo to increase their awareness and cause.Through the consulting process, we determined Governor Rick Perry to be a strong advocate for the support of Renewable Energy and havemuch political leverage in implementing monetary funds for further production and implementation of Green Energy functions. Therefore, co-branding with the Texas Governor in supporting PRE’s “Green Promise” will help push the expansion of their cause.Partnering with renewable energy projects in major areas such as the Pecan Street Project in Austin, TX will bring positive publicity to PhoenixRenewable Energy and increase their awareness among environmental and energy lobbyists.Due to the Charger needing to be planted underneath roads to utilize the kinetic energy of a vehicle to create more energy, it is necessary forPhoenix Renewable Energy to have a strategic alliance with Texas Department of Transportation to expand their installation of the Chargerthroughout the Lone Star State.
2010-2011 American Marketing Association Collegiate Case Competition Sponsored by:Mission: For a school year project and competition, Catch: Target market must be consumers who havedevelop an IMC Plan for Nintendo and expand their not played a video game within a year or longer.market share.
Nintendo Wii Target MarketMy Familia35-54 Young Hispanic Families Families in this market share hobbies, love electronics, and have increasingly been building interest in popular motion-controlled video games. They are “kid-focused,” and because they want what is best for their children, are willing to invest a great amount of resources for their success and happiness. Family is important, and the Wii provides a way for families to bond since it is the premiere family console.Young at Heart and Mind55-64 Empty Nesters This market has traditionally been underserved, and with Nintendo expanding to this segment will broaden their market share. While becoming accustomed to life without children in the household, these individuals are still busy as they prepare for retirement and desire precious leisure time with family and friends. This target represents a good opportunity to stress the ability of the Wii to promote family bonding.
Nintendo DS Target MarketUrbanistas35-44 Career-oriented FemalesThese individuals are focused on maintaining a successful work/life balance. In theiractive social lives, they depend heavily on their social network and the name they havebuilt for themselves.They are trendy, and are more likely to have been exposed to the latest technologythroughout their lives and are concerned for social acceptance as well as an activist-driven mentality.Many business professionals experience work stress. The DS can be positioned as adevice that empowers them by offering both a practical tool as well as a means toescape from reality and relieve stress while enforcing the social acceptability ofgaming.Longing for Leisure55+ Female Empty NestersCharacterized by grown-up children out of the house and a craving for leisure, thistarget now has ample time for vacations and relaxation along with the money toactualize their desires.Adjusting to child-free households, they are beginning to re-establish their social livesbefore they get to retirement.The families in this market enjoy traveling and keeping their minds active with puzzlesand thought-provoking games and appeal to great value at a reasonable price.
Creative Results Print Ad Internet Banner AdPositioningThe first print ad re-positions Nintendo to My Familias as the heart of fun with an emphasis on its consoles ease of use, multiple capabilities, andcreation of fun and friendly interactive experiences that bring people together.To reach the Young at Heart and Mind, a brand partnership with Travelocity will attract this market because the advertisement communicates arelationship between traveling in a literal and figurative aspect through Travelocity and a Super Mario game as a form of leisure.
Creative Results (Cont.) Print Ad Print AdPositioningTo attract the Urbanistas, “Save the presentation…then the kingdom” illustrates the DS as a tool designed to help the busy lifestyle of the career-oriented females. It will assist these individuals in balancing multiple tasks in work and life.“Burn rubber…not dinner” positions the DS as an entertaining and instructional device towards the Longing for Leisure’s, which can be utilized tofulfill the free time of the targeted females. It will sharpen their mind, while attaching a new spin to cooking.
Objective: Expand fan base for The Bayou Strategy: Develop the brand andCity Outlaws within the Central Texas implement Grassroots, Interactive andCorridor Experiential marketing
What makes an outlaw?The development of the BCOL’s brand encompassed the group members past experiences of refuting social norms that were pressed upon themwhile growing up within Bayou City, TX.Individuality, uniqueness, freedom and nonconforming to traditional social norms are what bring Jose Diaz (Bass), James Hulbert (Drums) andShane Kelley (Singer/Guitarist) together and is expressed through their unique musical taste of Blues, Southern Rock and Soft Metal.
Where do we get the fans?Being a local band within a college town provided a market for the Outlaws to pursue. We targeted young Texas State University-San Marcosstudents between the ages of 18-25.This consumer segment is out-going, social, fond of southern music, love sports, price conscious, spend social times consuming alcohol and goodamounts of time online for school and personal use.We utilized this segments psychographics to create a fan base for the Outlaws while spreading the word of the new rebels in town.
If we build it, they will comeWe knew the best way to get a fan base started was to utilize experiential marketing through a social event that encompassed this segmentslifestyle and psychographics.Therefore, for the Outlaws first appearance at the popular music venue Red Eyed Fly in Austin, TX; we partnered, planned and hosted a partybus trip with Black Horn Buses for Texas State college students to attend the show and the party on the road.
How effective was the event?Goals: 1. Generate 50 college students attendees 2. Generate $1,500 in gross profit 3. Gain weekend slot for opening actsResults: 1. 72 college students attended 2. Generated $1,940 in gross profit 3. Gained weekend slots for month of January
Getting the venuesGrassroots, cold calling and interactive marketing through e-press kits was used to attract venues and establish partnerships to have the Outlawsperform at venue hotspots within Central Texas.Media press kits were sent to all venues within the areas of North San Antonio to Downtown Austin, TX. As a result, 32 music venues acceptedthe Outlaws to perform:
E-Press kit (Continued)Playlist of songs with accompanied sample disc
Social MediaYouTube, Facebook and MySpace were used to reach college students and venues. Live shows, blogs, event invites, photos and mp3 formats ofsongs were available for audiences to view.After one month of utilizing social media outlets, awareness of the Outlaws increased by 45 percent among unique users!