Andrew Swank Portfolio

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

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Andrew Swank Portfolio

  1. 1. Portfolio May, 2012 ADSwank@gmail.com 330.620.2172
  2. 2. 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
  3. 3. Current Client: The Vault Digital strategy and social media management. 2012 3
  4. 4. 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
  5. 5. 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
  6. 6. The Vault Events• Digital invites for – Musical guests – Private parties – Special hours for holidays• Promote on Twitter & Facebook 6
  7. 7. The Vault Event Invites 7
  8. 8. Zipcar Advertising ProjectWinner of the BU competition, selected by the Zipcar marketing team. 2011 8
  9. 9. 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
  10. 10. “This is not a car.” Print Ads 10
  11. 11. “This is not a car.” Print Ads 11
  12. 12. 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
  13. 13. 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
  14. 14. Facebook ContestKey Features:• Integration of print advertising into digital channel• Prompting deeper brand interaction by new and current college customers 14
  15. 15. 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
  16. 16. Life is good.Work as a marketing intern. 2012 16
  17. 17. 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
  18. 18. YouTube LayoutKey Features:• Clickable links to homepage, Facebook, Twitter in header bar• Vignetting background image to standardize appearance among different resolution browsers 18
  19. 19. Twitter LayoutKey Features:• Left navigation indicating locations of other social channels• Vignetting background image to standardize appearance among different resolution browsers 19
  20. 20. Facebook LayoutKey Features:• Simplified “About” box• Organizing applications for easier navigation• Addition of channel-integration apps Twitter & YouTube 20
  21. 21. “Life is good. Radio” App• Design – Music note icon matches brand colors – Links match brand colors blue shades• Coding – html – iframe sourced from CustomChannels.net – Plain text 21
  22. 22. “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
  23. 23. “E-mail Signup” App• Design – Fully aligned with brand imagery• Coding – html mockup – Built with MailChimp 23
  24. 24. eclipse: the personal cabana Product development and business plan. 2011 24
  25. 25. 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
  26. 26. 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
  27. 27. eclipse Packaging 27
  28. 28. eclipse POP Display• Key considerations – Logo prominence – Tagline exposure – Space efficiency• Design aspects – Logo and tagline featured prominently – Small footprint with large capacity 28
  29. 29. Magazine Spread 29
  30. 30. Personal Projects Business cards featuring social media buttons. 2012For me. For my friends. For learning. For fun. 30
  31. 31. Tumblr andandrew.tumblr.com/ 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
  32. 32. 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
  33. 33. Recent typography experiments. May be screen printed. 2012 33
  34. 34. Combining simple graphics and text to concisely illustrate more complex concepts. 2008 34
  35. 35. 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
  36. 36. Thank You

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