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Liz Rogers : Account Planner

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Case studies from my experience in the Account Planning Bootcamp at Miami Ad School

Case studies from my experience in the Account Planning Bootcamp at Miami Ad School


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  • 1. Li A z cc R ou o nt ge Pl an R ne s r
  • 2. My first “real” roller coaster ride consisted of holding back the urge to vomit while waiting in line, hesitantly strapping into the seat, and immediately having a panic attack resulting in tears and a serious hit to my dignity. By the way, i was 22. Needless to say, i suRvived this hoRRifyiNg expeRieNce, got off the ride shaking and sweating, only to surprise myself by saying “which one are we doing next?” that’s pretty much how my life plays out on a daily basis. Well, not really the shaking and urge to vomit, but the crazy highs and lows that somehow keep me looking for the next ride. this is what planning is all about. understanding the complexities of the human spirit that some days brings us up, some days brings us down, and some days brings us upside-down. that desire to get on the next ride, and what we overcome to get there. What motivates and inspires us to get in line. And what ultimately allows us to fight through our fears and enjoy the ride. the following three case studies highlight my experience in the Miami Ad school Account planner Bootcamp. they’ll show you how i learned to discover real problems, and get my creatives to come along for the ride. how i connected with the people that bring brands to life, and discovered what thrills them. And how i ultimately used those insights to keep our consumers strapped in.
  • 3. y RAL LiBRAR oLis ceNt MiNNeAp
  • 4. situAtioN In May 2006, Hennepin County invested in the education of its residents with a brand new MiNNeApoLis ceNtRAL library. Since then, the Minneapolis Central Library has consistently seen increases in usage. We were asked to reinforce this trend by creating a new campaign promoting the library. Problem: LiBRARy Although not immediately apparent, through some digging we were able to uncover an area of opportunity to further increase usage. We found that area families underestimate the benefits of making weekly visits to the Minneapolis Central Library. Parents and their kids are busier and more active than ever, but a trip to the library is rarely considered as a part of their routine. Objective: Our campaign shows families why trips to the library are valuable experiences for both parents and kids. Once we can get them in the library, they will continue to visit due to a natural cycle created by checking-out and returning books. Target: Communicating with both parents and their kids younger than 12 is essential to getting the whole family on-board for visiting the library. We will be delivering our message to families living within 30 miles of the Minneapolis Central Library. Competitors: Other family activities such as playing at a park, swimming at the local pool, a day at the zoo or amusement park, and at-home activities like video games, building forts, and chores rule their lives. The library has the advantage of being a safe and educational environment, away from home and multi-tasking. iNsights The Consumer: Parents constantly feel burned out from multi-tasking. With chores, bills, and entertaining the kids, life can get overwhelming. Mom and Dad feel guilty turning to TV and video games as distractions. They say the library provides an opportunity for undivided attention with their kids, but when we observed their actions, they were really finding seclusion and allowing their little ones to roam independently. Kids always want to be older than they are, have the responsibilities that are just out of reach. They get dragged to the grocery store and along on other errands, constantly having their hands smacked away from whatever they grab. They wish they had a credit card just like the one Mom uses at the check out. And in a perfect world, they would get to make the shopping list. The Brand: With a large collection of children’s books, patient and helpful librarians, attentive security guards, and a selection of comfy couches and chairs, the library is the perfect place for parents to get a break from the constant chaos in their lives. They can forget multi-tasking, feel guilt-free keeping their children content with books, and zone-out knowing that they are in a safe environment. Kids get excited about space to roam, the freedom to choose their books, the responsibility of holding onto their very own “credit card”, and a shopping trip that is all about them.
  • 5. stRAtegy Positioning Statement: Parents get a break from chaos while kids explore what the library has to offer them. Strategic Platform: The library is a guilt-free break. cReAtive Art Direction: Ronney Chong Copywriting: Graham Lewis Print: Appears in the Sunday edition of the Star Tribune, a local paper that will effectively reach the target. When you tear out the Augmented Reality square, the copy on the next page is revealed. It expresses to parents the idea that they will get a break from entertaining their kids when they visit the library.
  • 6. Web Site: This redesigned kids area of the Library’s web site will allow kids to interact with their Augmented Reality piece from the newspaper. By combining all 4 squares, they can bring to life an entire scene. It will keep kids entertained for a short period of time, giving parents a preview of the guilt-free break that the library will provide. The site also makes it easy for them to get started registering for their very own library card.
  • 7. Letter: Letters will be sent along with each card with instructions on use and the Augmented Reality feature. Shopping Cart: This shopping cart execution will remind parents during a stressful situation, that the library is a place where they don’t have to limit what their kids explore.
  • 8. pAtR Ó N
  • 9. situAtioN pAtRÓN Patron Tequila is the number one selling premium white tequila, made 100% from the finest Weber Blue Agave in Mexico. It hasn’t been able to beat out top-shelf vodkas in the Ultra Premium White Spirits category. With recent attention in pop culture, the brand has a fear of “The Cristal Effect”, that the name will become too trendy and turn into a novelty. Problem: Patron is top of mind in the premium tequila realm, but less thought of in the Ultra Premium White Spirits category that it is ultimately competing in. Objective: Our campaign will differentiate the experience of drinking Patron tequila from that of mixing with other Ultra Premium White Spirits. We want our target to remember that when you order a round of Patron shots at the bar, it says something different than ordering a Grey Goose with cranberry. Target: The communications will be aimed at young adults, who not only work hard, but know how to play hard. Concerned with success and building an image, they use socializing as a stress reliever. Competitors: Ultra Premium White Spirits such as Grey Goose and Absolut are generally top of mind in the category. Vodkas and other Ultra Premium White Spirits are more often used in combination with a mixer as opposed to taking straight shots or sipping on the rocks. iNsights The Consumer: These young up-and-coming professionals are working harder than ever to establish themselves. With concerns over money, a career path, and finding a partner, life is stressful and socializing with friends is the best way to unwind. When they get an opportunity to have a fun night out on the town, they party hard. They know that drinking straight Patron is the easiest and quickest way to get the buzz that will make their night fun and exciting. The Brand: Patron is smooth and easy to drink straight as a shot or on the rocks, delivering a quick and painless buzz that will get you feeling stress-free and ready to party. Competitors like Grey Goose give you a pretentious image, while Patron gives you “party cred”. When you order your crew a round of Patron, everyone knows that you are ready to really let loose and have a crazy night.
  • 10. stRAtegy Positioning Statement: Drinking Patron Tequila shows that you’re serious about having fun. Strategic Platform: Patron gives you “party-cred”. cReAtive Art Direction: Nikki Albrecht Copywriting: Zach Slovin Print: The creative is inspired by Mexican wrestling masks, connecting the brand with it’s heritage, clearly differentiating it from vodka competitors and adding a sense of fun and excitement to the ads.
  • 11. th e Ne W yo RK ti M es
  • 12. situAtioN The New York Times Media Group approached us with a challenge: to increase at-home print subscriptions among Executive Decision Makers by positioning The Times as a “business must-read”. With print being considered a dying medium, it was quite the opportunity to the NeW yoRK tiMes create a campaign that could save the print experience. Problem: Revenue is dropping, as both subscription numbers and ad dollars have taken a nosedive. The New York Times is struggling to build their subscribers back up and increase value for advertisers. Objective: The plan we created will remind the target of the benefits of taking the time to open up a paper copy of the world’s leading source of gobal news. We have shown them how subscribing to The New York Times will add value to their lives, resulting in The Times becoming a “must-read”. Target: Executive Decision Makers, or C-suite Executives, are heavy consumers of news and information and also a great value to advertisers. They have a hard time finding balance between their role as a leader and quality of life. Competitors: The Wall Street Journal owns the category of business and finance, which is why we decided to take a different route on positioning The Times. The other primary competitor, USA Today, had the highest circulation in ‘08, but lacks in the quality and analysis provided by The Times. Digital versions of print, televised news, and social media sources are secondary competitors. iNsights The Consumer: Leadership is the defining quality of an Executive Decision Maker. The average tenure in a position of this nature is dropping due to the inability to balance a successful career with a quality life outside the office, which leads to burn out. The trend toward increasing empathy in business as well as maintaining a well-rounded understanding of the world, and our culture’s obsession with productivity and efficiency do not encourage or allow C-suite Executives to take the breaks they need. The Brand: With more than 100 Pulitzer Prizes to prove it, The New York Times provides the most quality and in-depth analysis of the global news that is affecting everyone. The brand has incredibly strong recognition, especially among the target. Opening up a paper copy of The Times shuts out immediate surroundings, and gives you time to take a highly necessary break, while gaining a deep and meaningful understanding of a broad range of issues.
  • 13. stRAtegy Positioning Statement: The New York Times provides leaders with an opportunity to disconnect and engage with an analysis of issues that affect everyone. Strategic Platform: The New York Times is time for you. CMYK K Nxxx,2009-07-06,B,001,Bs-BK,E3 CMYK Nxxx,2009-07-06,B,001,Bs-BK,E3 Nxxx,2009-07-06,B,001,Bs-BK,E3 cReAtive ng Media Reborn Chrysler names five direc- Advertising hope for Mi- Signs of Media Reborn Chrysler names five direc- Advertising hope for Mi- Signs of Media Reborn Chrysler names five direc- Signs of hope for Mi- tions Call It Football tors to complete its board. B2 20 Questions cron at a time of tur- Call It Football tors to complete its board. B2 20 Questions cron at a time of tur- Call It Football tors to complete its board. B2 cron at a time of tur- Conundrums and quandaries about market- Fans in Britain are wary as moil in the memory ms and quandaries about market- Fans in Britain are wary as For Symantec and McAfee, an Conundrums and quandaries about market- moil in the memory Fans in Britain are wary as For Symantec and McAfee, an ing, media in the memory moil and popular culture. B3 ESPN takes over some soccer For Symantec and McAfee, an nd popular culture. B3 ESPN takes over some soccer ing, media and popular culture. B3 ESPN takes over some soccer broadcasts. B4 ‘arms race’ for security. B6 chip industry. B3 broadcasts. B4 ‘arms race’ for security. B6 chip industry. B3 broadcasts. B4 ‘arms race’ for security. B6 chip industry. B3 Art Direction: ØØN B1 ØØN B1 ØØN Paige Miron MONDAY, JULY 6, 2009 MONDAY, JULY 6, 2009 MONDAY Copywriting: nhealthy Kevin Waltz Show’ Audience a Decade YoungerUnhealthy ‘Tonight ‘Tonight Show’ Audience a Decade Younger Unhealthy ‘Tonight Show’ Audience a Decade Younger Fixation Fixation By BILL CARTER a third competitor, “Nightline” on By BILL CARTER a third competitor, “Nightline” onFixation By BILL CARTER a third competitor, “Nightline” on ABC, to most-watched status with 3.9 Conan O’Brien’s strength ABC, to most-watched status with 3.9 Conan O’Brien’s strength ABC, to most-watched status with 3.9 One of the big questions facing Co- Conan O’Brien’s strength On Jobs’s Illness One of the big questions facing Co- One of the big questions facing Co- obs’s Illness On Jobs’s Illness million viewers for its half-hour.) million viewers for its half-hour.) nan O’Brien was this: How can he suc- million viewers for its half-hour.) nan O’Brien was this: How can he suc- nan O’Brien was this: How can he suc- is with the young, while is with the young, while is with the young, while The numbers in late night have been Print: uary, when Steven P. Jobs ceed with the older “Tonight Show” viewers? The answer: by making them younger. older viewers tune out. The numbers in late night have been tossed around with unusual aggres- sion as NBC and CBS jockey Next February, when Steven P. Jobs for the ceed with the older “Tonight Show” viewers? The answer: by making them younger. older viewers tune out. The numbers in late night have been tossed around with unusual aggres- sion as NBC and CBS jockey for theNext February, when Steven P. Jobs ceed with the older “Tonight Show” viewers? The answer: by making them younger. older viewers tune out. tossed around with unusual aggres- sion as NBC and CBS jockey for the spin’s high ground. If cash follows The print campaign communicates both visually and through headlines the idea that the New York Times gives you the privacy you desire in each situation. wood — does his big reveal In Mr. O’Brien’s first month as host, spin’s high ground. If cash knock on wood — does his big reveal — follows In Mr. O’Brien’s first month as host, spin’s high ground. If cash followson wood — does his big reveal — knock In Mr. O’Brien’s first month as host, the geegaw people will youth, as it often does in television, at Macworld, the geegaw people will at Macworld, the geegaw people will youth, as it often does in television, the median age of “Tonight Show” youth, as it often does in television, the median age of “Tonight Show” the median age of “Tonight Show” NBC may not care much. see probably won’t be on NBC may not care much. most want to see probably won’t be on NBC may not care much. most want to see probably won’t be on viewers has fallen by a decade — to 45 age is by losing many older viewers. viewers has fallen by a decade — to 45 age is by losing many older viewers. viewers has fallen by a decade — to 45 age is by losing many older viewers. “Conan’s performance is, display. honestly, “Conan’s performance is, display. honestly, from 55, a startling shift in such a short “The Late Show With David Letter- “Conan’s performance is, honestly, from 55, a startling shift in such a short “The Late Show With David Letter- from 55, a startling shift in such a short “The Late Show With David Letter- He will not reveal his pan- extraordinary,” said Alan Wurtzel, the He will not reveal his pan- extraordinary,” said Alan Wurtzel, the He will not reveal his pan- time. This audience composition man” has already posted one week in extraordinary,” said Alan Wurtzel, the time. This audience composition time. This audience composition man” has already posted one week in reas so that the horde can means advertisers can now address al- man” has already posted one week in which it drew more viewers than Mr. DAVID president for research at NBC, adding creas so that the horde can means advertisers can now address al- which it drew more viewers than Mr. DAVID president for research at NBC, adding creas so that the horde can means advertisers can now address al- which it drew more viewers than Mr. president for research at NBC, adding xamine it for signs of re- that the show had overwhelming examine it for signs of re- that the show had overwhelming examine it for signs of re- that the show had overwhelming urring cancer. There won’t most exclusively young viewers on “Tonight,” and NBC is already con- O’Brien, who reached the smallest au- CARR strength in the youngest demographic, curring cancer. There won’t most exclusively young viewers on “Tonight,” and NBC is already con- O’Brien, who reached the smallest au- CARR strength in the youngest demographic, curring cancer. There won’t most exclusively young viewers on “Tonight,” and NBC is already con- O’Brien, who reached the smallest au- dience in “Tonight” show history, just strength in the youngest demographic, dience in “Tonight” show history, just dience in “Tonight” show history, just e a JumboTron image of templating a shift in how it sells the 3.3 million viewers, about two million viewers 18 to 34. “These kinds of tran- be a JumboTron image of templating a shift in how it sells the 3.3 million viewers, about two million viewers 18 to 34. “These kinds of MEDIA be a JumboTron image of THE tran- templating a shift in how it sells the 3.3 million viewers, about two million viewers 18 to 34. “These kinds of tran- THE MEDIA is recently transplanted show. fewer than Jay Leno’s average as host. sitions are hard, especially EQUATION his recently transplanted with an show. fewer than Jay Leno’s average as host. sitions are hard, especially EQUATION his recently transplanted with an show. fewer than Jay Leno’s average as host. sitions are hard, especially with an ver so that they might turn In network television, where audi- (The next week Mr. O’Brien iconic program like the ‘Tonight liver so that they might turn In network television, where audi- (The next week Mr. O’Brien iconic program like the ‘Tonight liver so that they might turn In network television, where audi- (The next week Mr. O’Brien iconic program like the ‘Tonight stick as they look for signs Show.’” it over with a stick as they look for signs Show.’” it over with a stick as they look for signs ences tend to age up consistently, this Show.’” ences tend to age up consistently, this bounced back and edged past Mr. Let- ences tend to age up consistently, this bounced back and edged past Mr. Let- bounced back and edged past Mr. Let- of rejection. And despite the fever for all DRINKWATER/NBC And despite the fever for all is an eye-popping development. But terman in total viewers, 3.7 million to For its part, CBS argues thatrejection. And despite the fever for all DRINKWATER/NBC of NBC’s PAUL is an eye-popping development. But terman in total viewers, 3.7 million to For its part, CBS argues that NBC’s PAUL is an eye-popping development. But terman in total viewers, 3.7 million to For its part, CBS argues that NBC’s things Mac, there won’t be an iPhone Conan O’Brien has here won’t be an iPhone the shift is not all good news for NBC. 3.5 million. It was an unusual week as claims about demographic superiority there won’t be an iPhone been host of is not all good news for NBC. things Mac, Conan O’Brien has the shift 3.5 million. It was an unusual week as claims about demographic superiority Conan O’Brien has been hostshift is not all good news for NBC. the of 3.5 million. It was an unusual week as claims about demographic superiority ks Mr. Jobs’s health in real app that tracks Mr. Jobs’s health in real app that tracks Mr. Jobs’s health in real One way Mr. O’Brien has lowered the the death of Michael Jackson elevated Continued on Page 7 the “Tonight Show” for a month.way Mr. O’Brien has lowered the One the death of Michael Jackson elevated Continued on Page 7time, including the “Tonight Show” for a month. way Mr. O’Brien has lowered the One the death of Michael Jackson elevated Continued on Page 7 the “Tonight Show” f ng blood sugar, blood pres- time, including blood sugar, blood pres- blood sugar, blood pres- te blood cell count. sure and white blood cell count. sure and white blood cell count. , but not that long a walk Silly? Sure, but not that long a walk Silly? Sure, but not that long a walk ia clamor that confronted from the media clamor that confronted from the media clamor that confronted work last week. f you keeping score — I’m an over/under out there Court Ruling his return to work last week. For those of you keeping score — I’m sure there is an over/under out there Court Ruling his return to work last week. For those of you keeping score — I’m sure there is an over/under out there Court Ru Clears Path Clears Path Clears Pa — Mr. Jobs, the chief execu- somewhere — Mr. Jobs, the chief execu- somewhere — Mr. Jobs, the chief execu- nly thing more fetishized tive and the only thing more fetishized tive and the only thing more fetishized ne at Apple, announced in than the iPhone at Apple, announced in than the iPhone at Apple, announced in January that he was taking a six-month For New January that he was taking a six-month For New G.M. he was taking a six-month his “health-related issues mplex than I originally news that first broke in The For New G.M. leave, saying his “health-related issues are more complex than I originally thought.” In news that first broke in The leave, saying his “health-related issues are more complex than I originally thought.” In news that first broke in The ournal, it was learned that Wall Street Journal,Bywas learned that MERCED it MICHAEL J. de la Wall Street Journal, it was learned that By MICHAEL J. de l By MICHAEL J. de la MERCED A federal judge approved a plan by A federal judge approved a plan by A federal judge appr General Motors late on Sunday to sell General Motors late on Sunday to sell General Motors late on return to Apple A boss’s return to Apple its best assets to a new, government- backed company, a crucial step for the A boss’s return to Apple its best assets to a new, government- backed company, a crucial step for the its best assets to a ne backed company, a cruc nly more prurient brings only more prurient automaker to restructure and complete brings only more prurient automaker to restructure and complete automaker to restructur its trip through bankruptcy court. its trip through bankruptcy court. its trip through bankrup ng. chattering. The decision by the judge, Robert E. chattering. The decision by the judge, Robert E. The decision by the j Gerber of United States Bankruptcy Gerber of United States Bankruptcy Gerber of United Stat Court in Manhattan, came after three Court in Manhattan, came after three Court in Manhattan, ca days of hearings to address the 850 ob- days of hearings to address the 850 ob- days of hearings to add a liver transplant in April, Mr. Jobs had ajections to the restructuring plan and af- liver transplant in April, Mr. Jobs had a liver transplant in April, plan and af- jections to the restructuring jections to the restructur to many that his pancreat- an indication to many that his pancreat- ter he had received a revised sale order an indication to many that his pancreat- ter he had received a revised sale order ter he had received a re gnosed in 2004, had spread. ic cancer, diagnosedG.M.’s lawyers. from in 2004, had spread. ic cancer, diagnosed in 2004, had spread. from G.M.’s lawyers. from G.M.’s lawyers. ek, Mr. Jobs returned to But last week, In his 95-page opinion, Judge Gerber Mr. Jobs returned to But last week,In his 95-page opinion, Judge Gerber Mr. Jobs returned to In his 95-page opinion rt-time basis, precisely work on a part-time basis,he agreed with G.M.’s main wrote that precisely work on a part-time basis, precisely with G.M.’s main wrote that he agreed wrote that he agreed w he would. Experts with when he said he would. Experts with asset sale was contention: that the when he said he would. Experts with asset sale was contention: that the contention: that the a al knowledge of his treat- only a general needed to preserve its business in the knowledge of his treat- only a generalneeded to preserve its business in the knowledge of his treat- needed to preserve its t his prognosis is good. ment suggest his prognosis is good.and government fi- face of steep losses ment suggest face of steep losses and government fi- his prognosis is good. face of steep losses and JIM WILSON/THE NEW YORK TIMES JIM WILSON/THE NEW YORK TIMES JIM WILSON/THE NEW YORK TIMES ot stop the keening on the That did not nancing that is scheduled to run out by stop the keening on the That did notnancing that is scheduled to run out by stop the keening on the nancing that is schedule A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. blogs, in the news end of the week. in- A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. blogs, in the newsend of the week. in- A standard incandescent bulb, left, and a more efficient one using Deposition Sciences technology. news media and in the in- the media and in the the media and in the the end of the week. mmunity that he and Apple vestment community that he and Apple “Bankruptcy courts have the power vestment community that he and Apple “Bankruptcy courts have the power “Bankruptcy courts h a medical full monty to ex- needed to do a to authorizemonty to ex- medical full sales of assets at a time needed to do ato authorize monty of ex- medical full sales to assets at a time to authorize sales of a recharge with the stories relax by surrounding yourself plain his conditions because they value to preserve — when there still is be- New Light in Old Bulbs ditions because they be- plain his conditions because they be- New Light in Old Bulbs refocus on the world New Light in Old Bulbs when there still is value to preserve — when there still is value e material to the company’s lieve they are material to the company’sthe patient on to prevent the death of lieve they are to prevent the company’s patient on material to the death of the to prevent the death of ould be reported as such. future and should be reported as such. Judge Gerber the operating table,” future and should be reported as such. Judge Gerber the operating table,” the operating table,” w i t h o u t g e t t iWrinkles for Edison’s Inventionb y i t . a n d i s s u e s t h at a fortEdison’s Invention t e r . w i t h w e l l - r o u n d eEdison’s Inventioni s . and not many others, say: To which I, and not many others, say: wrote. To which I, and not many others, say: wrote. wrote. c u a l ly m at d a n a ly s Energy-Saving n g d i s t r a c t e d ally confused about Mr. Is anyone really confused about Mr. of the restructur- With the approval Is anyone really With the about Mr. of the restructur- confused approval With the approval of status? I remain uncon- rt because I believe that Jobs’s health status? I remainand the government are ing plan, G.M. uncon- vinced, in part seeking tobelieve that because I close the sale by Monday or Energy-Saving Wrinkles Jobs’s health status? I remain uncon- government are ing plan, G.M. and the vinced, in partseeking to believe that by Monday or because I close the sale Energy-Saving Wrinkles for ing plan, G.M. and the g seeking to close the sale t legitimate financial con- Log on to nytimes.com/timefor you and close in on tomor r ow. prurience, not Tuesday, according con- Log on to nytimes.com/timefor you and close in on tomor r ow. legitimate financial to people briefed on prurience, notTuesday, according to people briefed on legitimate financial con- Log on to nytimes.com/timefor you and close in on tomor r ow. Tuesday, according to p most people’s interest in By LEORA BROYDO VESTEL that meet the 2012 standard, and researchers are cerns, drives mostmatter. The government, which is fi- the people’s interest in By LEORA BROYDO VESTEL that meet the 2012 standard, and researchers are cerns, drives most people’s interest in the matter. The government, which is fi- By LEORA BROYDO VESTEL that meet the 2012 standard, and researchers are the matter. The governm others. promising a wave of innovative products in the next illness of others. the nancing the reorganization, had given promising a wave of innovative products in the next illness of others. the reorganization, had given the nancing promising a wave of innovative products in the next nancing the reorganiza he most private of all mat- SANTA ROSA, Calif. — When Congress passed a few years. Health is the mostuntil Friday to win approval for SANTA ROSA, Calif. — When Congress passed a G.M. private of all mat- few years. Health is the most private of allto win approval for SANTA ROSA, Calif. — When Congress passed a G.M. until Friday mat- few years. G.M. until Friday to w good reason, and the Secu- new energy law two years ago, obituaries were writ- ters for very good reason, risk the Secu- bankruptcy fi- energy law two years ago, obituaries were writ- the sale or and losing its new new energy law two years ago, obituaries were writ- ters for very goodsale or risk losing its bankruptcy fi- the reason, and the Secu- the sale or risk losing it Indeed, the incandescent bulb is turning into a Indeed, the incandescent bulb is turning into a Indeed, the incandescent bulb is turning into a change Commission has ten for the incandescent light bulb. The law set tough rities and Exchange Commission has nancing. ten for the incandescent light bulb. The law set tough rities and Exchange Commission has nancing. ten for the incandescent light bulb. The law set tough nancing. case study of the way government mandates can case study of the way government mandates can case study of the way government mandates can ined a company for a fail- efficiency standards, due to take effect in 2012, that never disciplined a company for a fail- member of the Harry J. Wilson, a efficiency standards, due to take effect in 2012, that never disciplined a company for a fail-member of the Harry J. Wilson, a efficiency standards, due to take effect in 2012, that Harry J. Wilson, a spur innovation. spur innovation. spur innovation. e health problems. In part, no traditional incandescent bulb on the market could ure to disclose Obamaproblems. In part,auto task force, traditional incandescent bulb on the market could health administration’s no health administration’s auto task force, traditional incandescent bulb on the market could ure to discloseObama problems. In part, no Obama administration’s “There’s a massive misperception that incan- all buy, sell and trade on someone’s “There’s a massive misperception that incan- “There’s a massive misperception that incan- ll and trade on someone’s meet, and a century-old technology that helped cre- we testified on Wednesday that the admin- meet, and a century-old technology that helped cre- we all buy, selltestified onon someone’sthat the admin- and trade Wednesday meet, and a century-old technology that helped cre- testified on Wednesday descents are going away quickly,” said Chris Cal- health withoutistration did not intend to extend the the modern world seemed to be doomed. knowing their fates. Ser- descents are going away quickly,” said Chris Cal- health without knowingdid not intend to extend the the modern world seemed to be doomed. descents are going away quickly,” said Chris Cal- ut knowing their fates. Ser- ate the modern world seemed to be doomed. ate istration their fates. Ser- ate istration did not intend arry Page, Google’s well, a researcher with Ecos Consulting who studies Brin or Larry Page, Google’sday beyond the dead- But as it turns out, the obituaries were prema- gey well, a researcher with Ecos Consulting who studies Brin or Larry Page, Google’s gey loan by even one day beyond the dead- But as it turns out, the obituaries were prema- well, a researcher with Ecos Consulting who studies loan by even one day be But as it turns out, the obituaries were prema- loan by even one y be fit as fiddles, but they the bulb market. “There have been more incan- founders, may line. as fiddles, but they be fit the bulb market. “There have been more incan- founders, mayline. as fiddles, but they be fit the bulb market. “There have been more incan- line. ture. ture. ture. over tomorrow by a Prius descent innovations in the last three years than in could get run over tomorrow by a Prius Judge Gerber’s approval marks yet Researchers across the country have been rac- descent innovations in the last three years than in could get run over tomorrow by aapproval marks yet Researchers across the Judge Gerber’s Prius descent innovations in the last three years than in Judge Gerber’s appr a Prius would still hurt, Researchers across the country have been rac- ing to breathe new life into Thomas Edison’s light Open up today. Close in on tomorrow. Palo Alto (a another victory for the Obama adminis- to breathe new life into Thomas Edison’s light the last two decades.” in Prius would still hurt, ing Open up today. Close in on tomorrow. Palo Alto (aanother victory for the Obama adminis- to breathe new life into country have been light Open up today. Close in on tomorrow. the last two decades.” in Prius would still hurt, ing Thomas Edison’s rac- the last two decades.” another victory for the O The first bulbs to emerge from this push, Phil- right?). tration, which has sought an enormous bulb, a pursuit that accelerated with the new legisla- The first bulbs to emerge from this push, Phil- right?). tration, which has sought an enormous The first bulbs to emerge from this push, Phil- tration, which has soug bulb, a pursuit that accelerated with the new legisla- bulb, a pursuit that accelerated with the new legisla- who has had cancer would ips Lighting’s Halogena Energy Savers, are expen- As anyone who has had cancer would restructuring of the American auto in- tion. Amid that footrace, one company is already ips Lighting’s Halogena Energy Savers, are expen- As anyone who has had cancer would restructuring of the American auto in- ips Lighting’s Halogena Energy Savers, are expen- restructuring of the Am tion. Amid that footrace, one company is already tion. Amid that footrace, one company is already ntinued on Page 5 marketing limited quantities of incandescent bulbs Continued on Page 7 Continued on Page 5 Continued on Page 8 marketing limited quantities of incandescent bulbs Continued on Page 7 Continued on Page 8 Continued on Page 5 marketing limited quantities of incandescent bulbs Continued on Page 7 Continued on P Rise of Web Video, Beyond 2-Minute Clips Rise of Web Video, Beyond 2-Minute Clips Rise of Web Video, Beyond 2-Minute C By BRIAN STELTER New Web habits, aided by the screen- ing far outside the boundaries of a net- By BRIAN STELTER New Web habits, aided by the screen- ing far outside the boundaries of a net- By BRIAN STELTER New Web habits, aided by the screen- ing far outside the boun When motion pictures were invented filling video that faster Internet access work schedule. When motion pictures were invented filling video that faster Internet access work schedule. When motion pictures were invented filling video that faster Internet access work schedule. at the end of the 19th century, most allows, are now debunking the rule. As Some are specifically introducing at the end of the 19th century, most allows, are now debunking the rule. As Some are specifically introducing at the end of the 19th century, most allows, are now debunking the rule. As Some are specifica films were shorter than a minute, be- the Internet becomes a jukebox for ev- new shows this month with the knowl- films were shorter than a minute, be- the Internet becomes a jukebox for ev- new shows this month with the knowl- films were shorter than a minute, be- the Internet becomes a jukebox for ev- new shows this month
  • 14. TV: The 30 second TV spot clearly delivers the strategy and finishes with a strong call to action to subscribe to the newly branded 5-day subscription product, Time For You. “TIME FOR DAD” :30 SECOND TV SPOT INTERIOR OF SUBURBAN HOUSE OPEN ON KID LOOKING AROUND THE CORNER WITH TELEPHONE CALLER: Hey Peter is your Dad home? PETER: Nope ZOOM IN ON DAD FOCUSING ON PAPER VO: When you open the Times, it’s time for you. The moment when everything fades away and the world comes into focus. BREAK AND ZOOM IN ON NEWSPAPER VO: Get the most well-rounded analysis of news with Time For You--a new five day subscription. Sign up today at nytimes.com/timeforyou SUPER: Time For You. Mon-Fri. nytimes.com/timeforyou Open Up Today. Close in on Tomorrow. LOGO: The New York Times. TAG: Open up today. Close in on tomorrow. Open Up Today. Close in on Tomorrow.
  • 15. Business Reply: This business reply will be placed in The New York Times. The blank page will open up to a full spread, with a strong call to action and a reply card to order immediately. This execution will also be featured in magazines. The paper texture within a magazine will draw attention, and as it unfolds readers will realize the extra privacy added by the size of a New York Times spread. Close in on Open Up Tomor r ow. To d a y. The New York Times. The only newspaper with more achievements in journalistic excell e n c e th a n a n y o th e r s o u r c e . Providing insightful, well-rounded analysis of domestic and international issues that affect you. Sign up today for Time For You, a five day home delivery subscription and relax with the #1 leader in news. Open Up Today, Close in on Tomorrow Order Now or Subscribe at nytimes.com/timeforyou Yes, I would like to subscribe to Time For You! Name Address City/State/Zip E-mail Bill Me Later Billboard: The message is simple, but delivered in a unique way. The newspaper will be much larger than a traditional billboard, again delivering our strategy and showing how the New York Times separates you from your immediate surroundings.
  • 16. Online TV: The New York Times will sponsor online TV shows and present them commercial free, giving back valuable time and providing a break from commercials for our busy target. A strong call to action remains in the corner throughout the program, allowing viewers to go directly to the microsite.
  • 17. Microsite: As the microsite opens, The New York Times paper appears to be opening. The microsite serves the purpose of providing a place for the target to subscribe to “Time For You” with minimum friction and no distractions. Open Up Today. Close in on Tomorrow. N O W E B S I T E CAN REPLACE THE F E E L I N G O F OPE N I NG U P THE NEW YORK TIMES. TIME FOR YOU SUBSCRIBE NOW THE PRINT EXPERIENCE (a 5 day home subscription) The world eats up enough of it, so Name Unplug from the world. Get get more of it back. Subscribe to Address comfor table. Hear the crackle Time For You and surround yourself of pages. Spread between your with the most well-rounded fingers the smooth, thin edges news analyses with the highest E-mail of the one news source that helps standards of journalistic excellence. bill me later you relax, recharge and refocus.
  • 18. Liz RogeRs Account planner 3888 indian grass circle, Blair, Ne 68008 : 920.819.8906 : roge0277@umn.edu : @LizRog objective Seeking experience in Account Planning to utilize my education, skills, and understanding of the creative and strategic processes. education work experience Miami Ad school - Minneapolis fusion hill - Research strategist intern Graduated September 2009 1414 Marshall Street Northeast, Minneapolis, MN 55413 612.638.5000 Account Planning Bootcamp January 2009 - June 2009 As a part of the research team, I had the opportunity to collect and university of Minnesota - twin cities analyze qualitative research for clients such as Medtronic, Hormel, US Bank, Graduated May 2008 and Discover. Actively assisting in ethnographies, discussion groups, Bachelor’s Degree: Strategic Communications/Advertising, Design minor homework collection, and secondary research gave me the chance to help the team create personae, target markets, and opportunity areas. We then worked with the design team to translate our research into a deck format, activities supplemented with narratives, posters, and highlight DVDs. sJMc Alumni Mentor program September 2007 - May 2008 Mind spark creative - freelance Account planner During my senior year at the U, I was able to learn from a talented freelance 79 13th Avenue Northeast, Suite 105, Minneapolis, MN 55413 612.331.4467 Creative, Jeff Jones. Our one-on-one time was spent learning from each October 2008 - December 2008 other, discussing strategic planning and comparing creative executions. A small design firm, Mind Spark was looking to expand their client base and create strategic campaigns beyond their current design work. With Schell’s National student Advertising competition Brewery as their first potential client looking for a full campaign plan, I August 2006 - June 2007 collected consumer information through interviews and surveys, defined the Being a part of NSAC provided me with the experience of working with target market, and created the strategy to pitch. a team to design a full campaign for Coca-Cola. Operating as an agency, we conducted research, created a strategy and brief, and applied this to Bellin health - Marketing summer Aide creative executions. Our presentation of the campaign to a panel of industry 744 South Webster Avenue, PO Box 23400, Green Bay, WI 54305 920.433.3500 experts and representatives from Coca-Cola won us the 2007 national title. June 2005 - August 2005 Assisting the Creative Director of Bellin’s small in-house marketing university of Minnesota Adclub department was the number one influence in my decision to study August 2006 - June 2007 advertising. From simple coffee runs to helping design the Bellin Run results Participating in AdClub gave me the opportunity to tour agencies, network book (more than 11,000 copies distributed) and system-wide collateral, I got with area professionals, and attend industry events where I learned from the my first up-close and personal experience in the industry. I also helped to best-of-the-best in Minneapolis advertising. plan and execute special events and assisted in researching the needs and wants of potential clients and consumers.

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