Mixolidia Gautreaux Communications Planning Portfolio
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Mixolidia Gautreaux Communications Planning Portfolio

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Book of some of the work I completed while attending the Miami Ad School Communications Planning Boot Camp.

Book of some of the work I completed while attending the Miami Ad School Communications Planning Boot Camp.

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Mixolidia Gautreaux Communications Planning Portfolio Presentation Transcript

  • 1. INNOVATIVE AND VISUALLY AMAZING CAMPAIGNS ARE DEAD WITH OUT A MEANS OF COMMUNICATION. IN THE NEXT PAGES, I PRESENT To YOU A FEW OF MY COMMUNICATION STRATEGY CASE STUDIES.
  • 2. CASE STUDIES: • Miami Beach • Death Penalty • New York Times ACKNOWLEDGMENTS RESUME
  • 3. CHALLENGE: CHANGE VIEW OF MIAMI BEACH FROM PARTY TOWN BY THE BEACH TO WORLD CLASS DESTINATION FOR TRAVELERS. BudgeT: 200K
  • 4. AUDIENCE: JETSeT Blogger Bloggers who enjoy the good life, is an influencer MINDSET: Shares Life & experiences online Living LIfe Enjoys occasional spluge EXPLORERS Like being current on Trentds disposable income TECHNOLOGICALLY MINDED OPEN TO NEW EXPERIENCES Upwardly mobile and established 25-45 years old seek luxury, fun and an international Flair
  • 5. AUDIENCE CHANNELS: SOCIAL NETWORKS Video SiTes Travel WEBSITES Trend Blogs Fashion, Design & Pop CulTure Magazines Email NEWSLETTERS RSS FEEDS SMARTPHONE APPLICATIONS
  • 6. COMMUNICATIONS OBjective: CREATE A SPACE FOR INFLUENCERS AND ADAPATERS TO TALK, SEE AND EXPLORE THE MIAMI BEACH LIFESTyle. CrEATIVE STRATEGY: MIAMI BEACH, LA VIDA COMMUNICATIONS Channels: You TubE Channel Video CoNTEST InFluEncers BANNERS EsTimated Reach: 1.2MM* * Sources: Alexa.Com, YouTUBE.com
  • 7. YouTube Channel Highlighting videos from first person perspective of adventures in Miami Beach.. This cHannel will show featured events and programs and Travel Guide. This channel will be a portal to explore and learn more about Miami Beach and it’s ammenities.
  • 8. Video Contest Influencers will be asked to review and feature the Miami Beach La Vida Video Constest. Video contest will ask public why the should go to Miami Beach and what they would do. ThE contest will encourage participant to Envision themselves in Miami Beach and Encourage the to find out all the Miami Beach Has to offer. Grand Prize will be to attend one of Miami Beach’s five most Talked about events.
  • 9. BANNERS Banners placed on travel, lifestyle sites and blogs. Banners are to promote contest and bring home the message that life is better in MIami Beach.
  • 10. CHALLENGE: create a belief, audience & channel approach for the death penalty. BudgeT: 500K
  • 11. AUDIENCE: NEO WORKING STIFFS Economically savvy, well Informed, CommuniTy Concious. MINDSET: Savvy Consumers Community Organizer Aware of Political Climate MoTivaTEd InfoRmaTion Scavengers Socially Concious 25 - 45 years Old
  • 12. AUDIENCE CHANNELS: SOCIAL NETWORKS Happy HOurs Travel WEBSITES Trend Blogs Fianance, Community NEWS & Publications Email NEWSLETTERS Outdoor MEDIA SMARTPHONE APPLICATIONS
  • 13. COMMUNICATIONS OBjective: RAISE AWARENESS regarding THE COST OF DEATH PENALTY to the U.S. market. CrEATIVE STRATEGY: YOU’RE PAYING FOR IT COMMUNICATIONS Channels: PRint Banners Public Transit Billboards WeBsiTE
  • 14. PRINT Print ads in financial, personal finances, entrepreneur, business and news publications like Money, Business Weekly and Entrepreneur.
  • 15. BANNERS Banners ads on financial and search engine homepages like Google and the Bloomberg Report.
  • 16. BillBoADr Billboards in hight traffic commuter areas where commuters’ view..
  • 17. PUBLIC TRANSIT Take over at high traffic public transit stops and stations.
  • 18. WEBSITE WebSite that lets user calculate cost of death penalty per state per person. Here users will also be able to sign a petition against the Death Penalty and ask friends via their social networks to do the same.
  • 19. CHALLENGE: INSERT THE NEW YORK TIMES INTO POP CULTURE. BudgeT: 300K
  • 20. AUDIENCE: Up and Comers STudents and Young Professionals That are Ready To Find their Path in the world. MINDSET: FINDING THEIR PATH IN THE WORLD Career Minded EXPLORERS NEED TO BE ENGAGED ON A PERSONAL LEVEL TECHNOLOGICALLY MINDED STARTING CAREER OR COLLEGE THIRST FOR KNOWLEDGE OPEN TO NEW EXPERIENCES SHORT ATTENTION SPANS CRAVE AUTHENTICITY 21-35 years old
  • 21. AUDIENCE CHANNELS: SOCIAL NETWORKS COLLEGE CAMPUS JOB HUNTING WEBSITES COLLEGE BARS BLOGS YOUNG PROFESSIONAL ASSOCIATIONS ALUMNI NEWSLETTERS RSS FEEDS SEARCH ENGINES SMARTPHONE APPLICATIONS
  • 22. COMMUNICATIONS OBjective: PosiTion New York Times as the “Go-To” resource. CrEATIVE STRATEGY: THE “NEW” NEW YORK TIMES COMMUNICATIONS Channels: Daily Report Website PersonalizaTion Augmented Reality QR Codes University Orientation Day
  • 23. PERSONALIZED HOMEPAGE Custom homepage for each user depending on their needs. Personalization is geered towards proving students and young professinals with tools they need for reasearching and job hunting without alienating current subscribers.
  • 24. DAILY REPORT Email Daily 10-Minute Report by a New York Times journalist/moderator. Each user will choose the news they will like to hear and see and each day they will receive an email with a video showing a short summary of headlines of their favorite news.
  • 25. QR CODES QR Codes attached to articles in New York Times articles. Each QR code will lead to interactive comment on New York Times website (videos, forums, slideshows) and other content online relating to news article.
  • 26. AR CONTENT New York Times will offer augmented reality ads to advertisers. This feature will also be availabe for features on the front page as merited by the news.
  • 27. NEW YORK TIMES AT ORIENTATION New York Times partnership with top 200 universities in the U.S, NEW York Times would participate in orientation and offer students information on the newspaper and tools, like student planner, that would help students in the colligiate career.
  • 28. ACKNOWLEDGMENTS: ParTners: Mikio Bradley CopyWriTER Michael Youssef Art Director Teachers & Advisors: Ralph Budd Alex Ohannessian Camilo Velez Miami Ad School SapientNitro OMD Ed Castillo Swapnil Patel Dominico Vitale PHD Crispin Porter + Bogusky People Ideas + Culture Hamish Chandra Ronn Pearson Melissa Walker Goodby, Silverstein & Partners SapientNitro People Ideas + Culture Max Heilbron John Reid Will Wiseman Goodby, Silverstein & Partners Butler, Shine, Stern & Partners Universal McCann J. Ryan Lee Pippa Seichrist Opher Yunger Mekanism Miami Ad School People Ideas + Culture Juan Carlos Morales Ron Seichrist SapientNitro Miami Ad School Jerrod New Gunther Sonnenfeld Miami Ad School Think State