Andrew Swank Portfolio
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Andrew Swank Portfolio



Social media, marketing, and design portfolio. Updated May, 2012.

Social media, marketing, and design portfolio. Updated May, 2012.



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    Andrew Swank Portfolio Andrew Swank Portfolio Presentation Transcript

    • Portfolio May, 2012 330.620.2172
    • Table of Contents Digital Strategy for The Vault 3 Zipcar Advertising Project Winner 8 Marketing Intern at Life is good. 16 eclipse: the personal cabana Business Plan 24 Personal Projects 30 2
    • Current Client: The Vault Digital strategy and social media management. 2012 3
    • Current Projects• Transitioning “friends” to “likes”• Promoting events• Amassing a Twitter following• Creating deals via FourSquare to increase visibility and gain customers• Brokering a deal with OpenTable• Web redesign 4
    • The Vault Logo Redesign• Client specifications – Younger-looking – Name connotations – Blueprint theme• New Logo – More energetic – Employs classic vault imagery – Scalable for print & icon formats 5
    • The Vault Events• Digital invites for – Musical guests – Private parties – Special hours for holidays• Promote on Twitter & Facebook 6
    • The Vault Event Invites 7
    • Zipcar Advertising ProjectWinner of the BU competition, selected by the Zipcar marketing team. 2011 8
    • Zipcar Advertising ProjectStrategy Advertising & Design• Market Research • “This is not a car.” Print Ads – ZMETs • Facebook Competition – Surveys – Multi-Attribute Scores vs. • Mobile App Mockup Competitors • Concept and all creative• “This is not a car.” development by Andrew Campaign Swank – Bus Ads – Facebook Competition – Brand Ambassadors – Mobile App – PR Campaign: “Zipcar Cares” 9
    • “This is not a car.” Print Ads 10
    • “This is not a car.” Print Ads 11
    • Research Supporting MajorSelling Idea• From ZMET and survey data• Self-sufficiency is incredibly important to college students• Convenience is the key to maintaining college users• Students are aware of Zipcar brand, but do not understand the service 12
    • Bus Ads• Year-round advertising• Present in major cities• Targets both public transportation users and car owners who may need another vehicle, or resent public transit 13
    • Facebook ContestKey Features:• Integration of print advertising into digital channel• Prompting deeper brand interaction by new and current college customers 14
    • Mobile App• Adding a loyalty program – For every $200 spent on driving, receive $6 of free driving credit – Promote more frequent use – Limited redemption periods 15
    • Life is good.Work as a marketing intern. 2012 16
    • Life is good.Visual Rebranding Facebook Applications• YouTube • Locations• Twitter • Radio• Facebook • E-mail SignupBrand Studies Copywriting• Social Media Best Practices • Avg. >380K impressions/post• Visual Branding • Avg. >2K likes/post • Avg. 227 comments/post, 31% more than typical Life is good post 17
    • YouTube LayoutKey Features:• Clickable links to homepage, Facebook, Twitter in header bar• Vignetting background image to standardize appearance among different resolution browsers 18
    • Twitter LayoutKey Features:• Left navigation indicating locations of other social channels• Vignetting background image to standardize appearance among different resolution browsers 19
    • Facebook LayoutKey Features:• Simplified “About” box• Organizing applications for easier navigation• Addition of channel-integration apps Twitter & YouTube 20
    • “Life is good. Radio” App• Design – Music note icon matches brand colors – Links match brand colors blue shades• Coding – html – iframe sourced from – Plain text 21
    • “Find A Store” App• Design – Map icon matches brand colors, but familiar format – Links match brand colors blue shades• Coding – html – iframe sourced from custom Google Map – Plain text 22
    • “E-mail Signup” App• Design – Fully aligned with brand imagery• Coding – html mockup – Built with MailChimp 23
    • eclipse: the personal cabana Product development and business plan. 2011 24
    • eclipse: the personal cabanabusiness planStrategy Design• IT strategy • Logo – Digital marketing • Website (no longer live) – Necessary hardware and • Facebook software purchases for business • Twitter• Sales channels • Wordpress• Social media • Packaging • POP Display • Print Ads 25
    • WebsiteHomepage: product description, site directory, RSS feed, Cabana Club: the online community for eclipse,and newsletter signup featuring or blog, testimonials, customer survey, and video About Us: includes company and contact information Purchase: product views in all colors, links to digital storefronts 26
    • eclipse Packaging 27
    • eclipse POP Display• Key considerations – Logo prominence – Tagline exposure – Space efficiency• Design aspects – Logo and tagline featured prominently – Small footprint with large capacity 28
    • Magazine Spread 29
    • Personal Projects Business cards featuring social media buttons. 2012For me. For my friends. For learning. For fun. 30
    • Tumblr Pending Changes • Title runoff • Scrolling social media buttons • Formatting for consistency regardless of screen resolution • Post title buttons change color on mouseover • Footer formatting with “Stop” button first & last post pages 31
    • Pink, Maroon, Navy Gold, Transparent Blacks Edition of Five Artist’s Proof 18” x 18” three-color woodcuts of Trick Daddy’s Grill 2012 32
    • Recent typography experiments. May be screen printed. 2012 33
    • Combining simple graphics and text to concisely illustrate more complex concepts. 2008 34
    • National coloring book publisher in need of a logo redesign.Top is current logo. Bottom two are potential logos. Color choices to come. 2012 35
    • Thank You