How I View Planning “ For twas not into my ear you whispered, but into my heart. Twas not my lips you kissed, but my soul.” -Judy Garland As account planners, this is what we do. We help reach consumers at their core. We listen, so that we can be truly heard. We get into the minds and souls of our customers, our brands, and our teammates by fearlessly exposing ourselves to the environments, to people, and to ridicule. We represent the consumers, we take a stand for them, and if we get it right, we get to live through their truths. But to do this, we must find the white space, the clearing for new ideas to emerge. Because, brands are just like people. They can embrace. They can motivate. They can evolve. But they can also become boring and artificial. And it’s our job as planners to fully understand the brands we work on in order to keep them relevant and alive.
Case Study 1: Patrón FPO Account Planner: Brooke Rothman Account Planner: Irene Lilly Art Director: Molly Claxton Copywriter: Joe Stefanson
The Situation Where’s the White Space? The Patrón Spirits Company would like to increase top of mind consideration in the high-end Ultra Premium White Spirits category. While Patrón’s loyal consumers adore it, we needed to find a way to engage vodka and gin drinkers without inducing the “Cristal curse.” In the late 1990s and early 2000s, the ultra premium champagne Cristal became increasingly associated with rap and hip-hop culture, with several artists referencing the drink in song lyrics and as part of their public image. Many thought this association harmed the brand, especially once the managing director spoke out against it. While references to Patrón have begun to pop up in the hip-hop world and the brand is seen as a bit “trendy,” research shows that consumers also find it unique and sexy. To capitalize on these traits, we decided to utilize the popularity of mixology and speakeasies in our campaign. Findings from ethnographic research we conducted showed that mixolology bars are thought of as the upper echelon of drinking establishments. These bars attract discerning and elegant clientele . Many of these venues are now speakeasies, which are often hidden behind unmarked doors or through long, vacant hallways. In the prohibition era, speakeasies were meant to be kept a secret. Today, speakeasies generate great buzz and intrigue.
The Brief <ul><li>Why are we doing this? </li></ul><ul><li>Patrón wants to compete in the Ultra Premium White Spirits (UPWS) category, but the brand is still perceived as a shot and margarita liquor. </li></ul><ul><li>What do we need to do? </li></ul><ul><li>Convince high end vodka and gin (UPWS) cocktail drinkers that Patrón is best savored straight up or in mixed drinks. Essentially, transform the brand’s image so that UPWS drinkers welcome Patrón into their drinking repertoire. </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>Patrón is a luxury tequila sold in hand-blown, individually numbered bottles. It is made entirely of blue agave and is known for smoothness compared to other tequilas. </li></ul><ul><li>Who are we talking to? </li></ul><ul><li>“ The Movers and Shakers” </li></ul><ul><li>Fashionable, classy, young professionals who are part of, or want to be a part of, the elusive night life scenes in major metropolitan cities. They drink mixed drinks and martinis and rarely take shots. They frequent the “mixology” hotspot of the moment because it keeps them away from crowds and solidifies their status. </li></ul><ul><li>Who are we competing against? </li></ul><ul><li>Grey Goose, Absolut, Belvedere, Bombay Sapphire, Tanqueray No. 10 </li></ul><ul><li>What’s the insight that will inform our message? </li></ul><ul><li>People crave the feeling of being a part of something special. </li></ul><ul><li>What’s the main message we want to communicate? </li></ul><ul><li>A secret is hard NOT to share. </li></ul>
The Creative TRAVELING SPEAKEASY Patr ó n will set up temporary speakeasies in major cities across the country marked only be the Patr ó n bee. Vacant spaces will be transformed into elegant lounges. Entrance to the speakeasy will be reserved for clientele with the secret password and access will be restricted a limited number of people per night.
The Creative PRINT A print campaign will build excitement for the speakeasy while images of martini and highball glasses solidify the idea that Patr ó n is more than a shot and margarita liquor. The call to action “Follow the bee” drives consumers to the locked Twitter, which will house the the schedule for the speakeasy locations.
The Creative SOCIAL MEDIA Patr ó n will create a Twitter account that can only be accessed by direct messaging a secret password. The password can only be acquired through word of mouth, direct mail pieces, and invitations handed out at specific Patr ó n events. Once gaining entry into the Twitter feed, followers will obtain exclusive access to new recipes and events, further generating buzz for the brand.
Case Study 2: Threadless Kids Account Planner: Brooke Rothman Art Director: Darci Alexis Copywriter: Jonathan Miller
The Situation Threadless has a reputation for attracting young “hipsters.” While fans of the site are known to often browse and vote on potential future designs, generally they are not purchasing. Recently, there has been a boom in the children’s clothing industry. The current market is packed with brick and mortar kid’s clothing stores, as well as online boutiques and children’s apparel blogs. This gives us the opportunity to mobilize potential Threadless Kid’s consumers by creating pointed interest and awareness of the brand’s offerings. Unlike the other t-shirt.coms, Threadless Kids shirts do not rely on ironic language that children may not even understand in order to sell clothes. Also, with hundreds of exclusive onesies, tees, and hoodsies, there are designs for multiple fashion senses. Not surprisingly, women shop for the majority of kids’ clothing. A recent survey conducted by Parents magazine found that approximately 69 percent of moms think it’s fun to see new styles and trends when shopping for children’s clothes. And over 60 percent of moms say they purchase clothing for kids because it reminds them of something they wore at that age. In other words, moms want their kids to wear clothes that reflect not only the personality of their children, but also their own personality. Where’s the White Space?
The Brief <ul><li>Why are we doing this? </li></ul><ul><li>Too many potential Threadless Kids customers are “window shopping” online . </li></ul><ul><li>What do we need to do? </li></ul><ul><li>Connect emotionally with parents thereby persuading them to consistently search for and purchase clothing from Threadless Kids. </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>Threadless is a primarily online t-shirt clothing store where consumers can browse the site and vote on designs they would like to see produced. Threadless Kids designs tend to be artistic and communicative yet not overcomplicated. </li></ul><ul><li>Who are we talking to? </li></ul><ul><li>“ The Swanksters” </li></ul><ul><li>Hip, urban, busy moms who get emotionally charged about purchasing cool and interesting children’s items. Their children get involved in activities early, and they feel a sense of pride when their kids succeed. They support the arts. They have a short list of where they make their purchases, so you need to be on that list. </li></ul><ul><li>Who are we competing against? </li></ul><ul><li>Online boutiques like Psychobaby and Giggle , Gymboree , Gap Kids , J Crew , and Target </li></ul><ul><li>What’s the insight that will inform our message? </li></ul><ul><li>Parents see their children as a reflection of themselves. </li></ul><ul><li>What’s the main message we want to communicate? </li></ul><ul><li>Threadless Kids allows you and your child to express your unique, creative sensibilities </li></ul><ul><li>into the world. </li></ul>
The Creative MICROSITE The Threadless Kids Designer microsite will allow mothers and their children to design their own t-shirts using pre-created characters and objects, or ones they create themselves. Mothers can then upload a photo of the child wearing a blank t-shirt to the site. Using the child’s designs, the computer will superimpose the graphics onto the shirt. Each child designer will become the “model” for their design during the voting process. Kids and parents who visit the site will then be able to vote on their favorite children’s t-shirt designs and also check out each child’s bio, which will appear next to the designs.
The Creative WEBSITE The top 20 t-shirt designs will be made into a yearbook on the Threadless Kids website, highlighting the designers and their artwork. All Yearbook designs will be available for purchase on the site, and the winners will receive a scholarship towards future educational needs. BILLBOARDS Interactive billboards will be placed in high traffic areas, such as Times Square. Each child will be featured wearing their winning design. Customized videos will show the children discussing why they chose a specific t-shirt design and how their parents helped them through the process.
Case Study 3: OfficeMax FPO Account Planner: Brooke Rothman Account Planner: Irene Lilly Art Director: Molly Claxton Copywriter: Joe Stefanson
The Situation OfficeMax plans to launch an integrated campaign to increase ink sales. However, the company needs to increase awareness of the brand because when consumers think of office supplies, they do not consistently think of OfficeMax. Besides OfficeMax’s claim to have the largest variety of ink, there is nothing that differentiates the brand, or its ink for that matter, from the competitive set. Therefore, a point of differentiation needed to be created—OfficeMax’s support for small businesses. And while pushing ink to the general retail consumer was originally OfficeMax’s priority, it became clear that their target, “Eve” would need to be narrowed. In order to allow for the maximum benefit from our campaign, the target was narrowed to small business, and specifically the administrative assistants, office managers, and owners within those businesses. Why small businesses? A recent study by U.S. Small Business Administration found that of the 26.8 million businesses in the United States, 98.2 percent had fewer than 100 employees and 89.3 percent had fewer than 20 employees. However, our research showed that with fewer employees to pick up the slack and fewer resources than their larger competitors, small business are in a constant fight to stay afloat. If OfficeMax can connect with small businesses and convince them that the company is in their corner, it will not only increase ink sales, but ultimately gain consumer loyalty for the brand. Where’s the White Space?
The Brief <ul><li>Why are we doing this? </li></ul><ul><li>In the ink and office supply world, OfficeMax is not top of mind with consumers. </li></ul><ul><li>What do we need to do? </li></ul><ul><li>Consider that small business are struggling to keep up with their larger competitors. Fewer resources often equals less time and more work. Encourage small businesses to purchase their ink and other supplies from the brand that understands their unique needs. </li></ul><ul><li>Brand Differentiation </li></ul><ul><li>??? We need to create this. </li></ul><ul><li>Who are we talking to? </li></ul><ul><li>“ Small Business Eve” </li></ul><ul><li>Eve is not satisfied with average results. As an administrative assistant, she has to meet her boss’s expectations, but she wants to exceed them. As an office manager, it is her responsibility to keep the business running today, but she also worries about how her work will affect the future of the company. As the small business owner, Eve’s life is invested in her company’s success, as well as the success of her employees. </li></ul><ul><li>Who are we competing against? </li></ul><ul><li>Staples, Walmart, and Office Depot </li></ul><ul><li>What’s the insight that will inform our message? </li></ul><ul><li>Though businesses may be small in size, they do not think small. </li></ul><ul><li>What’s the main message we want to communicate? </li></ul><ul><li>Office Max is your competitive edge. We help set you up for success. </li></ul>
The Creative MAXPERKS - WEBSITE OfficeMax will upgrade their MaxPerks to include services for small businesses such as In-Store Bundling. Using this service, members can place their order online and have OfficeMax employees prepare the package for a quick and easy pickup. In addition, members will be driven to the “In Your Corner” microsite. MAXPERKS - DIRECT MAIL A Business Reply Card will be sent to target companies requesting that they sign up for the upgraded MaxPerks program.
The Creative MICROSITE In order to emotionally connect with small business, OfficeMax will create a site that offers resources and inspiration. The site will host webinars with various experts, small business success stories, tips and tricks, and a forum through which members of the community can connect. The first initiatives on the site will be primarily ink focused. Tips and tricks in how to find the best printers and conserve ink, a forum pertaining to the subject of printing, and a success story involving ink will be featured.
The Creative INSTORE EXPERIENCE Once small businesses are driven to the store through the upgraded MaxPerks program, a kiosk will help consumers locate their ink. By allowing them to lookup all the compatible ink choices for their printers and store those results, the frustration consumers often feel when purchasing ink disappears. The next time they are in the store, users can access this information and quickly choose their preference from a list of available ink choices.
A Parting Thought <ul><li>“ Remember: there are no small parts, only small actors.” </li></ul><ul><li>-Konstantin Stanislavisky </li></ul>And in advertising, in my opinion, account planning is the best part to play. What follows are a few other roles I’ve played in life…
Traveling explorer . Whenever I can I like to visit new places. This picture was taken just before a hike in Boulder. When I lived in Los Angeles, one of my favorite odd jobs was working as a nanny . I took this picture of the boys just a few months ago. Professional makeup artist and image consultant . Frugal gourmet failure . This is an example of how far $10 gets you in NYC. Notice the pound cake is the size of a thumb. Truth seeker and speaker . I believe your word is one of the few things you can really keep in life. Soap Opera Actress New Yorker
<ul><li>PROFESSIONAL EXPERIENCE </li></ul><ul><li>Account Executive - BioLumina (Genentech biologic oncology) - 2009, New York, NY </li></ul><ul><ul><li>Developed briefs and tactical documents ensuring creative and financial accuracy </li></ul></ul><ul><ul><li>Contributed to the development of brand positioning, brand personality, key messages, and insights </li></ul></ul><ul><ul><li>Led monthly alignment meetings and intermediate discussions to ensure collaboration and synergy </li></ul></ul><ul><li>Assistant Account Executive - Saatchi & Saatchi (AZ antipsychotics) - 2008-2009, New York, NY </li></ul><ul><ul><li>Developed stimuli for and participated in market research for messaage/concept testing and Tablet PC </li></ul></ul><ul><ul><li>Collaborated in client and internal strategic planning meetings </li></ul></ul><ul><ul><li>Developed quarterly competitive analysis reports and presented to clients </li></ul></ul><ul><li>Account Coordinator - Euro RSCG Life (Merz injectables and fillers) - 2008, New York, NY </li></ul><ul><ul><li>Developed and maintained market research, business plans, and competitive materials </li></ul></ul><ul><ul><li>Led the creative and operational teams towards on time and on budget execution of various tactics </li></ul></ul><ul><li>New Business Coordinator - Euro RSCG Life - 2007-2008, New York, NY </li></ul><ul><ul><li>Facilitated the development of pitch work and market research stimuli; led to four new business wins </li></ul></ul><ul><ul><li>Promoted to account services in seven months due to success in this role </li></ul></ul><ul><li>Business Owner/Manager; image consultant - NouveauVous- 2002-2007, New York, NY/Los Angeles </li></ul><ul><ul><li>Founded and ran a multi-faceted company specializing in makeup and image consulting services </li></ul></ul><ul><ul><li>Established loyal clientele and brand recognition in a highly competitive field </li></ul></ul><ul><li>Actress- 2001-2005, Miami Beach/Los Angeles </li></ul><ul><ul><li>Worked as a professional film, TV, spokesmodel, and theatre actress </li></ul></ul><ul><ul><li>Reoccurring guest role on the international soap opera Ocean Avenue </li></ul></ul><ul><li>EDUCATION </li></ul><ul><li>Account Planning Boot Camp - Summer 2010 - Miami Ad School </li></ul><ul><li>Bachelor of the Arts - Theatre - Florida State University </li></ul><ul><li>AFFILIATIONS </li></ul><ul><li>NY Cares Team Leader-The Family Center Theatre Program, which brings the arts to children affected by HIV </li></ul><ul><li>Makeup Artist/Trainer for the National Cancer Society’s “Look Good, Feel Better” program </li></ul><ul><li>Pi Beta Phi Alumnae </li></ul><ul><li>2574 33 rd St. #2k, Astoria, NY 11102 BrookeRothman@yahoo.com 917-216-4942 @BrookeRothman </li></ul>