2. initiative
OneAmerica
2011 Chairman’s
Trip project
management
Case brief
The Chairman’s Trip is an all expense
paid incentive for our top producers.
The qualification period for this
program lasts over a year and it is
important to keep and retain a level of
interest to encourage sales goals are
met and as many producers qualify
as possible. This year Creative Design
was given full responsibility for the
communications.
3. Design solution
The design for this program was
centered around the concept of a
traveler and their journal. The look and
feel were designed to convey the sense
of european history that Buenos Aires
has. Being that the communications
for this project spanned multiple media
and needed to be sustained for a long
period of time, I decided to map out
the design plan in a manner that our
project sponsor could understand in a
single glance.
The result
When the design plan was presented
to the CEO his immediate response
was, “what program created this plan… I
would like a copy of it.” - - The concept
of design plans took off and we include
them as a standard tool for managing
large projects. The concept of a blog-
style web site and an email campaign to
drive traffic reduced our materials costs
while putting us in a position to begin
measuring the effectiveness of our
incentive program communications.
4. 2011 Chairman’s Trip
design plan
4
Cafés, shopping
Card
Site updated
4
Cafés, shopping
E-mail
2
Hotel
Card
Site updated
2
Hotel
E-mail
5
Tango
Card
Site updated
5
Tango
E-mail
7
Itinerary item
E-mail
Site updated
8
Itinerary item
E-mail
Site updated
9
See you soon
Card
Site updated
9
See you soon
E-mail
11
Registration
E-mail
Registration site
goes live
Schedule
at a glance
Travel guide
Registration site
closed
12
Thanks
E-mail
Gallery site
goes live
10
Congratulations
Gift from Dayton
Awareness
site closed
3
Arts
Poster
Site update
3
Arts
E-mail
August 2010
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December 2009
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S M T W T F S
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S M T W T F S
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S M T W T F
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S M T W T F S
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S M T W T F S
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E-mail sent
Site updated
7
On site
communications
6
On site
communications
E-mail sent
Card in mail
Site updated
1
1
Letter dropped
Site goes live E-mail sent
3
3
Poster in mail
Site updated
E-mail sent
9
9
Card in mail
Site updated
10
Congratulations
Novelty drop
E-mail sent
Site updated
8
E-mail sent
2
Awareness
site closes
E-mail sent
5
E-mail sent
4
4
Card in mail
Site updated
5
Card in mail
Site updated
On site
communications
Registration
site close
11
Registration
E-mail sent
Registration
site goes live
Card in mail
Site updated
2
E-mail sent
Photo gallery
site goes live
12
Draft –11/30/09
6
On site
Stage
performance
Gift
Video
1
Location
letter
from Dayton
Awareness site
goes live
Eligibility rules
1
Location
E-mail
Site updated
Dec Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
AwarenessandInterestMessageandMediumCommunicationsdates
2011 OneAmerica
Chairman’s Trip
2010 OneAmerica
Business Conference Eligibility goal
2011 Chairman’s Trip communications
Specific event communications
First look communications (things to do in the city)
11
2
2
33
44
55 6
7
8
9
9
11
12
10
8. custom
creative
Eddie Bauer
retirement plan
custom
communications
Case brief
Eddie Bauer needed a communications
plan that involved 7,500 Employees,
three distribution centers and
371 stores. They needed to reach
employees with a message that was
compelling to them, memorable and
effective in encouraging participation.
9. Design pitch
The Retirement Services marketing
tasked me with designing materials
for the proposal. I familiarized my
self with the Eddie Bauer’s look and
feel by visiting a retail location and
pouring over print materials. The
proposal materials were designed
in a way to fit well with the Eddie
Bauer look and feel. I worked with
the business line to rework content
to fit the playful outdoor nature of the
Eddie Bauer brand.
The result
We won the case with Eddie Bauer
as a direct result of the design we
pitched. In the next 5 weeks we created
15 communications for employees,
including a website and a video, to
educate them about the new plan. The
result was 60% enrollment from the
plan participants and 60 million in new
managed assets for AUL.
11. Eddie Bauer
announcement postcard
Our Creed
To give you such outstanding quality, value, service andguarantee that we may be worthy of your high esteem.
Our Guarantee
Every item we sell will give you complete satisfaction oryou may return it for a full refund.
WE ASKED
YOU TOLD US
We LIStenedWELCOME TO
YOur neW 401(k)
Easy to movE your monEy
Quick EnrollmEnt
simplE loan transfErs
13. Eddie Bauer
participant brochure &
enrollment meeting poster
R-21851 09/22/09
Date:
Time:
Location:
Contact:
Tax qualified retirement plans from American United Life
Insurance Company®
(AUL) are funded by an AUL group annuity
contract. While a participant in an annuity contract may benefit
from additional investment and annuity related benefits under
the annuity contract, any tax deferral is provided by the plan
and not the annuity contract. • Non-Registered group variable
annuity contracts are issued
by American United Life
Insurance Company®
(AUL),
One American Square,
Indianapolis, IN 46282,
1-877-285-3863.
EXTREME
ADVENTURER
ECO
CAMPER
DAY
HIKER
WEEKEND
EXPLORERWHICH
INVESTOR
PROFILE
ARE YOU?
TAKE THIS OPPORTUNITY to
learn more about the different
investor profiles and the Eddie
Bauer 401(k) plan!
Which
investor
Profile
Are You?
extremeAdventurer
eCo
CAmPer
WeekendexPlorer
dAY
HIker
14. consulting
AUL Individual
Division, Legacy 121
product prototype
Case brief
The Individual Division of AUL
proposed, “What if we could disregard
out brand entirely and just do
something new” for an existing product.
The scope was to simply redesign the
point of sale brochure for Legacy 121.
The opportunity was to demonstrate
design leadership. The challenge
was to stay true to the brand and still
demonstrate improvement to the piece.
15. Design pitch
I worked with the Individual marketing
team to redefine the target market.
I provided the marketing team with
council on content organization,
length, and use case. I illustrated the
sales tract to place the piece in context
with the sales process.
We identified missing links in the
communications chain and prototyped
a new support piece to describe how
the brochure works as a sales aid and
prep the producer for it’s use.
The result
As a result the Individual Division is
using the product prototype as a
template to re develop there all their
product lines and adopting the new
producer support piece as a standard in
a product rollout.
18. Legacy 121
Content and design before
2
For more than 130 years, American United Life Insurance Company® (AUL) has been
building a legacy by providing security and peace of mind for our clients. With our strong
history of helping thousands of clients, you can be assured that the products we offer can
help you build a legacy of your own.
Build your life, build a legacy
With a Legacy 121 participating whole life insurance
policy from AUL, you can provide your family or
business with the lifetime insurance protection you
need. Legacy 121 combines the power of affordable level
premiums that are guaranteed not to increase as well
as death benefit guarantees and flexible features and
options. Your representative can work with you to tailor
a Legacy 121 policy to help protect your future.
Insurance
Provideslifeinsuranceprotectionforyourpeaceofmind•
Allows tax-deferred accumulation of cash value•
Allows lower premiums (when compared to•
Legacy whole life) that are payable to age 121
Estate preservation
Transfers a death benefit to your beneficiaries•
free of federal income taxes
Gives beneficiaries a death benefit that•
can avoid the costly delays of probate
Offers immediate access to the death benefit•
for your beneficiaries at a time when it may be
needed to pay estate costs and final expenses
Business continuation
Protects a business from financial strain•
if a key employee passes away
Provides a benefit that can help attract•
and retain key employees
Enables surviving business owners to buy out a•
deceased owner’s interest with the death benefit
Charitable giving
Can be used to create a significant•
endowment to charitable organizations
Serves as a wealth creation or replacement vehicle•
allowing beneficiaries to receive a death benefit as a
substitution for funds given to charity
The death benefit guarantee is subject to your
continued payment of required premiums
and the claims paying ability of AUL.
Features and benefits
Features include:
Issue ages
0-85 (18-85 for preferred and standard plus
underwriting classifications)
Minimum face amount
$250,000 for issue ages 0-49•
$100,000 for issue ages 50+•
Dividend options
Option 1. Paid in cash
Option 2. Accumulate at interest
Option 3. Reduce premium
Option 4. Purchase paid-up additional (PUA) insurance
Option 5. Reduce loan balance
Available riders
Enhanced Blended•
Insurance Rider
Value Builder Rider•
Coverage Builder Rider•
Guaranteed•
Insurability Option
Children’s•
Benefit Rider
Premium Deposit•
Account Rider
Paid-Up Additions•
Disability Rider
Accelerated Death•
Benefit Rider
Waiver of Premium•
Disability
Optional riders are available at an additional cost. The
long-term advantage of an optional benefit will vary
with the terms of the benefit option and as a result, in
some circumstances, the cost of an option may exceed
the actual benefit paid under the option.
Loans
Nearly 100 percent of the cash value is available as a
tax-free policy loan.
Loan interest rate
Legacy 121 utilizes the current market loan rate. See
your representative for details.
3
Legacy 121 whole life insurance
Surrender charges
None.
Benefits include:
To ensure you’re building on solid ground, Legacy 121
offers several core benefits.
Guaranteed level premiums
Legacy 121 carries with it several guarantees, the first
of which is the level premium guarantee. This feature
assures the annual premium for your coverage will
never change. You may choose to pay your premiums
through various modes, including annually, semi-
annually or by automatic monthly deductions from
your checking or savings account. Premium modes
other than annual may result in additional costs. The
addition of some policy riders may cause premiums
to fluctuate.
Guaranteed death benefit
The guaranteed death benefit feature assures that
the issued policy face amount will never decrease.
Knowing that provisions have been made for your
beneficiaries can give you comfort. Additional
assurance comes from the Accelerated Death Benefit.
It provides early access to your death benefit through
a partial pre-payment of the benefit in the event you
are diagnosed as terminally ill with a life expectancy of
12 months or less.
Guaranteed cash value
Thisfeatureofferssecurityandflexibility.Witha
contractualguaranteethatyourcashvaluewillincrease
throughoutthelifetimeofthepolicyandwithtax-deferred
growthofyourcashvalues,youcanbeconfidentthatyour
assetswillbetherewhenyouneedthem.
Furthermore, your cash values will be easily
accessible. Nearly 100 percent of your cash value is
available as a tax-free policy loan.
In addition, Legacy 121 offers the benefit of no
surrender charges. If, for any reason, you choose to
cancel your policy, you will receive the full cash value
(minus any outstanding loans and loan interest)
without any deductions for surrender charges. Policy
loans may be taxable as gain if they remain unpaid at
the surrender of the contract or are taken from a policy
that is qualified as a modified endowment contract.
Dividends
Policy owners may receive back a portion of their
premium through the payment of dividends.
Dividends are a return of premium based on the year-
to-year experience of AUL and are not guaranteed. You
can choose to receive your dividends in many forms.
Dividends may be:
Paid in cash, through a check issued to the policy•
owner. If total dividends received are greater
than premiums paid, the remaining dividends
paid to the policy owner will be taxable.
Placed on deposit to accumulate•
interest for future use.
Used to purchase additional paid-up•
insurance, increasing the death benefit
and cash value of the policy.
Utilized to reduce the premium due on the•
policy, reducing your out-of-pocket expense.
Paid toward an existing loan balance on the policy.•
Dividend options are flexible and may be changed
from year-to-year to meet your specific needs. Some
dividend option changes may require underwriting.
Contact your representative for details.
Note: As your personal situations change (i.e., marriage,
birth of a child or job promotion), so will your life
insurance needs. Care should be taken to ensure this
product is suitable for your long-term life insurance
needs. You should weigh any associated costs before
making a purchase. Life insurance has fees and charges
associated with it that include costs of insurance that vary
with characteristics of the insured, such as gender, health
and age. Life insurance also has additional charges for
riders that customize a policy to fit your individual needs.
Life insurance is not an investment, retirement account
or savings account and should only be purchased by
individuals that have a need to provide a death benefit
to protect others with insurable interests in their lives
against financial loss. Life insurance requires medical
underwriting. A life insurance policy’s tax treatment
ultimately depends on a variety of factors. Life insurance
policies cash values are not considered liquid and cash
value policy loans are taxable if the policy is surrendered
or terminates before the insured’s death and the cash
value exceeds the policy’s cost basis. If a life insurance
policy lapses with loans outstanding, the loan amount
becomes subject immediately to federal income tax.
19. Legacy 121
Content and design after
5
Legacy 121 whole life insurance
You’ve worked hard to get where you are and you should be
proud of the life you’ve made for yourself and your loved ones.
You’ve been resourceful in planning and managing the life
you have. Your legacy is important to you and legacy 121 can
help ensure peace of mind with lower premiums compared to
traditional whole life insurance. Legacy 121 is a way for your
loved ones have financial security after your gone.
Legacy 121 can help you:
• Have peace of mind in knowing you have a financial plan.
• Obtain financial protection by paying affordable
premiums over time instead of self insuring.
• By providing policy benefits during your lifetime if needed.
• Supplement your retirement income.
• Pay funeral and burial expenses.
• Responsibly pay your debts so your loved ones
aren’t left with your financial obligations.
• Ensure loved ones have financial liberty to pursue their
goals, such as obtain a college education or maintain
their standard of living after your untimely death.
• Give to a charity.
• Protect the future of your business.
• Pay estate settlement costs.
Your legacy is important to us
Legacy 121 can
help ensure peace
of mind with lower
premiums compared
to traditional whole
life insurance.
4
Legacy 121
20. Legacy 121
sales track visualization
Draft – 8/16/10
Legacy 121 potential sales track
Product
Post Card
Direct Mailer
“Thank You for the opportunity”
Direct Mailer with Tear off card
•List of other products offered
•Thank You
Direct Mailer
•Product listing
•Contact phone
number(s)
Print Materials
•POS kit (brochure)
•Product illustrations
Policy
Thank You
Direct Mailer Referral
Refridgerator
Magnet
Follow up Email:
Direction to OA.com
product page
Follow up Email:
Meeting Confirmation
Phone Conversation
Script
OA.com
Product Page
OA.com Product page
•Product overview
•Phone App (calculator?)
•Producer schedule calendar
•Product PDFs
•Request for information
First contact Producer to customer
phone call
Meeting confirmation
MEETING SET
Meeting SALE Policy presentation Thank You
NO SALE
NO MEETING SET
Reestablish contact
OR
OR
OR
Phone Conversation
Script for meeting
confimation
OR
22. pace
Case Study:
2011 OneAmerica
National Sales
Meeting
Case brief
Changing business objectives
created short notice for the 2011
National Sales Meeting launch.
– The conference look and feel
needed to reflect a “race” theme
– Materials couldn’t use actual Indy
car photos because of restrictions
with our sponsorships.
– Concept design time 3 days
23. Design solution
— I documented the
communications plan
and production schedules
— Conceptualized reproposing
existing sponsorship photos as
silhouettes against a backgrounds
suggestive of motion.
— Created a micro identity system
to package all the materials
The result
I pitched the conference
communication plan and designed
prototype communications for
the executive project sponsor in
3 days. Once the look and feel were
approved I worked with a writer to
“fine tune” the content and meet all
the remaining deadlines.
Production Schedule
9/3/10 SE
Job name: 2011 OA NSM Save the date direct mail and email
Requested delivery: 10/1/2010
Writing and creative concepting (in days) 1
Design (in days) 1
Compliance review (in days) 5
Printing estimate (in days) 5
Fulfillment estimate (in days) 2
Production meeting: 9/2/2010 Production schedule presented and feedback
given
Location of dinner: 9/3/2010 Theme development based on dinner location
HOLIDAY: 9/6/2010 Labor Day
Writing creative
concept:
9/7/2010
Creative concept
presentation:
9/8/2010 Design and writing will present to Diane and
Brian (10 a.m.)
Approval of creative
concept:
9/8/2010 Diane and Brian to approve (by noon)
Version 1 proof 9/9/2010 Design delivers version 1 proofs of the direct
mail and email (by 3 p.m.)
Version 1 review: 9/10/2010 Diane and/or Brian returns proof v1 with edits
(by 3 p.m.)
Version 2 proof: 9/13/2010 Design delivers proof v2 of the direct mail and
email (by 11 p.m.)
Sponsor Approval: 9/13/2010 Diane and/or Brian returns proof v2 with
apprioval (by 1 p.m.)
Compliance review: 9/13/2010 Tori will deliver version 2 proofs of the direct
mail and email to compliance (by 2 p.m.)
Compliance corrections: 9/17/2010 Date job due back from compliance
Version 3 proof: 9/20/2010 Tori deliverd version 3 proof back to compliance
with if any changes are needed
Compliance approval: 9/21/2010 Date compliance final approval received
Final approval: 9/22/2010 Diane and/or Brian approves final version (by 2
p.m.)
Files to press: 9/22/2010 Date mailer delivered to printer and email
Validated in ExactTarget
Print delivery: 9/28/2010 Date job due from printer to CSS
Fulfillment: 9/28/2010 Date job delivers to fulfillment
Mail drop date: 10/1/2010 Date piece is in the mail
Email delivery date: 10/15/2010
*Mailing list due: 9/28/2010 Mailing list due to Denise Williams
*Pre-notification: 9/28/2010 Release final product to pre-note list recipients
24. January 2011
S M T W T F S
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
October 2010
S M T W T F S
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
February 2011
M T W T F S
1 2 3 4 5
7 8 9 10 11 12
14 15 16 17 18 19
21 22 23 24 25 26
28
S
6
13
20
27
November 2010
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
March 2011
M T W T F S
1 2 3 4 5
7 8 9 10 11 12
14 15 16 17 18 19
21 22 23 24 25 26
28 29 30 31
S
6
13
20
27
S M T W
1
5 6 7 8
12 13 14 15
19 20 21 22
26 27 28 29
December 2010
T F S
2 3 4
9 10 11
16 17 18
23 24 25
30 31
Save the date
email sent
2
1
Save the date
mail drop
7
Thank you
email sent
3
Register now
email sent
4
Know before
you go email
sent
5
VP Welcome
email sent
On site
communications
• PowerPoint
template
• Image package
• Agenta, Word
template
6
AwarenessMessageandmedium
Draft-SE 09/01/10
2011 OneAmerica National Sales Meeting, Design plan
Design deliverable
• Look and feel of the
conference based on a racing
theme with the ability to
integrate with divisional
sub-themes.
• Save the Date Print piece #1
• Emails to be
delivered by design
— Save the Date email #2
— Register now #3
• Email templates for the
Divisions to use in delivering:
— Know before you go #4
— VP welcome #5
— Thank you #6
• Design will also deliver these
assets for use by the Divisions
— On site PowerPoint template
— On site image package
— OnsiteagendaWordtemplate
Communications dates
Oct Nov Dec Jan Feb Mar
1
Save the date
Direct mailer
2
Save the date
Email
3
Register now
Email
4
Know before you go
Email
7
Recap thank you
Email
5
VP welcome
Email
6
On site
Presentation
PowerPoint template
Agenda Word Template
6
1
2
3
4
5
7
Design
managed
delivery
Design
managed
delivery
Division
managed
delivery
Division
managed
delivery Division
managed
delivery
National
Sales Meeting
2011 NSM
design plan
25. 2011 NSM
look and feel
your sales
Fine-tune
NSM
Fine-tune
your sales
NSM
Fine-tune
your sales
NSM
Fine-tune
your sales
NSM
Fine-tune
your sales
NSM
Fine-tune
your sales
26. 2011 NSM
save-the-date
direct mail
Get Your Motors Revin’
at NSM 2011!
We’re looking forward to hosting you in OneAmerica’s
hometown to celebrate your achievements of 2010 and
share the knowledge that will help you achieve your
goals in 2011. — When you arrive you will experience:
– A keynote address by Dayton Molendorp,
president, CEO, and chairman of the board
of the companies of OneAmerica®.
– New sales ideas, training and networking
with your peers.
– Access to professionals from OneAmerica’s home office.
– An awards night celebration to honor your
achievements in 2010.
OneAmerica Financial Partners, Inc.
One American Square, P.O. Box 368
Indianapolis, IN 46206-0368
The companies of OneAmerica®; American
United Life Insurance Company®, The State Life
Insurance Company, OneAmerica Securities, Inc.,
McCready and Keene, Inc., R.E. Moulton, Inc.,
Pioneer Mutual Life Insurance Company and AUL
Reinsurance Management Services, LLC.
Mark your calendars now for
Feb. 20th
–23rd
, 2011
C-22642 2011NSM-Postcard.indd 2
9/21/10 8:35 AM
Mark your calendars now for
Feb. 20th
–23rd
, 2011
Mark your calendars now for
Feb. 20th
–23rd
, 2011
your sales
Fine-tune
NSMFine-tune
your sales
NSMFine-tune
your sales
NSMFine-tune
your sales
NSMFine-tune
your sales
NSMFine-tune
your sales
C-22642 09/13/10 For company use only. Not for public distribution.
Ladies and Gentlemen
Start Your Engines!
C-22642 2011 NSM postcard.indd 1
9/23/10 10:30 AM
28. team
development
Creative Services
internal promotion
and team
development
Program brief
The Creative Services team seeks to
be regarded as a valued asset and a
marketing team member by helping to
develop visual plans for the business
units, mapping out campaign touch
points, prototyping designs and
managing production in the most cost
effective way.
29. Program pitch
The Creative Services area will begin
a communications program to elicit
feedback from the marketing teams,
to distinguish ourselves from all other
support areas and inform marketing
teams of our capabilities, value, and
best practices for integrating our
services.
Program track
1. Survey: Create an annual survey
2. ID: Develop a new name and a
specific look to enhance our visibility.
4. Open house: Host an open house
to help create conversations about the
work we do.
5. Case studies: Create a quarterly
communications noting our successes
and awards for design work.
6. Performance report: Document and
report a cost comparison to external
agencies.
C295
30. Internal promotion
proposal
DRAFT-1
Stephen Erickson
10/12/2010
Creative Services internal promotion and team development
Outline for promoting the Creative Services area to the areas we support.
Vision
Be regarded as a valued asset and a marketing team member by helping to develop visual plans
for the business units, mapping out campaign touch points, prototyping designs and managing
production in the most cost effective way.
Objective
The Creative Services area will begin a communications program to elicit feedback from the
marketing teams, to distinguish ourselves from all other support areas and inform marketing
teams of our capabilities, value, and best practices for integrating our services.
Tactics
1. Survey: Create an annual survey to gather feedback from the marketing teams about the
performance of our department
2. Name: Develop a new name, Studio 295 C, and a service mark for our team to both market
the services we provide in the creation of custom marketing materials and to bring higher
visibility to the team.
3. Service marked materials: Create Studio 295 C tagged materials to support our every day
work. These materials will include proofing folders and email signatures to start.
4. Open house: We will host an open house to help create open conversations about the work
we do. In preparation, we will create environmental displays for the area, including door and
cubicle graphics.
5. Showcase email: Create a quarterly communication to be delivered via email to the marketing
teams. The communication will present case studies of successful work and provide relevant
information on best practices for using design in marketing.
6. Showcase motion graphic: Create a biannual motion graphics piece for Channel
OneAmerica to compliment the quarterly email in presenting successful work.
7. Performance report: Create a biannual communication to be delivered via printed piece to the
marketing teams. The communication will present statistical information about the number of
systems we support, the number of projects we've managed, the amount of time we've used to
support the marking teams and a cost comparison to external agencies.
Program schedule
- - 1st Quarter: January 1, 2011 Email, Performance report (print piece) Survey
- - 2nd Quarter: April 1, 2011 Email, Motion graphic, Open house SM materials rollout
- - 3rd Quarter: July 1, 2011 Email Performance report (print piece)
- - 4th Quarter: October 1, 2011 Email Motion graphic
Assignments
Service Mark identity: SE (TW, KL)
Survey: TW, SE, KL (CW)
Departmental displays: NB, BS
Showcase email: TW, SE, KL
Showcase motion graphic: NB, GM
Performance Report (print): BS, SB
Service marked materials: KL (TW, SE, NB, BS, GM, SB)
Personal work presentation: TW, SE, KL, NB, BS, GM, SB
