2. Table of contents
Pg.
3
Professional
Résumé
Pg.
4
“Man’s
Résumé”
Pg.
5
Background
Pg.
6
Work
Experience
Pg.
7
–
9
Great
Lakes
Marke?ng
Group
Pg.
10
Educa=on
Pg.
11
–
13
Miami
Ad
School
Europe
–
A
case
study
Pg.
14
–
17
University
of
Florida
–
A
case
study
Pg.
18
Internships
Pg.
19
352
Media
Group
–
Project
Management
Pg.
20
352
Media
Group
–
Marke?ng
Pg.
21
Trimark
Proper?es
Pg.
22
Devine
Communica?ons
3. Professional resume
EXPERIENCE
Account
Execu=ve,
Great
Lakes
Marke=ng
Group
Oct.
2009
–
Sept.
2010
A
bou?que
marke?ng
and
branding
agency
working
with
special
event
producers,
corpora?ons
and
non-‐profits.
Clients
and
projects
included:
•
Tall
Ships
America,
formerly
American
Sail
Training
Associa3on
–
a
non-‐profit
member
organiza?on
based
out
of
Newport,
RI.
Coordinated
brand
and
media
management
for
a
Great
Lakes
–
wide
11
–
city
tour
with
20
Tall
Ships
known
as
the
Great
Lakes
United
Tall
Ships
Challenge®
2010.
The
tour
reached
2.5
million
people
with
an
economic
impact
of
over
$350
million.
•
Tall
Ship
Adventures
of
Chicago
–
an
entertainment
company
based
at
Chicago’s
Navy
Pier
offering
adventures
on
historic
sailing
vessels
known
as
“tall
ships”.
Designed
a
three-‐year
adver?sing
with
full
logo
revision
that
enhanced
the
brand
long
term
and
increased
ridership
by
20
percent
from
the
previous
year.
•
Pepsi
Tall
Ships®
Chicago
2010
at
Navy
Pier
–
Integral
strategist
to
the
planning
and
development
of
programming
and
media
ac?vi?es
for
a
six-‐day
fes?val
designed
to
increase
the
?me
and
money
spent
by
visitors.
•
Acted
as
Web
master
for
the
agency’s
Web
site
www.SailGreatLakes.com
EDUCATION
Bachelor
of
Science
in
Adver=sing
Class
of
May
2009
University
of
Florida,
Gainesville,
FL
Minors:
Business
Administra?on
and
Environmental
Studies
GPA:
3.2/4.0
Account
Planning
Boot
Camp
July
–
Sept.
2009
Miami
Ad
School
Europe,
Hamburg,
Germany
•
Studies
included
gathering
core
insights
and
transla?ng
them
into
crea?ve
and
relevant
solu?ons
in
various
strategic
marke?ng
campaigns
for
mul?ple
German
and
Interna?onal
clients
INTERNSHIPS
Project
Management
Intern,
352
Media
Group
Jan.
–
Apr.
2009
A
professional
Web
site
design
and
development
company
headquartered
in
Newberry,
Florida.
•
Collaborated
with
clients
and
Web
developers
as
an
Assistant
Project
Manager
on
overall
project
goals,
branding
objec?ves,
and
digital
marke?ng
strategies
for
mul?ple
interac?ve
projects.
Marke=ng
Intern,
352
Media
Group
Sept.
–
Dec.
2008
•
Developed
extensive
online
collateral,
including
mul?ple
forms
of
social
media
to
further
promote
the
company
and
strengthen
their
overall
search
engine
presence.
Marke=ng
Associate,
Trimark
Proper=es
Aug.
2007
–
May
2008
A
community
beau?fica?on
and
property
management
company
based
out
of
Gainesville,
Florida.
•
Designed
and
coordinated
mul?ple
print,
search
engine,
and
mul?media
adver?sing
campaigns
that
resulted
in
100%
rental
occupancy
and
a
number
1
ranking
in
Google
for
vital
search
keywords.
Adver=sing
Intern,
Devine
Communica=ons
May
–
Aug.
2007
A
full-‐service
adver?sing
agency
with
over
25
years
of
experience
based
out
of
St.
Petersburg,
Florida.
•
Worked
as
an
integral
part
of
the
agency
to
assist
in
recrui?ng
new
business,
nego?a?ng
media
purchases,
and
developing
crea?ve
collateral
including
print,
radio,
and
Web-‐based
adver?sing.
VOLUNTEER
Center
for
Interna=onal
Voluntary
Service:
Kenya
July
–
Aug.
2008
•
Led
a
team
of
Interna?onal
volunteers
in
Western
Kenya
to
work
with
under-‐privileged
orphans
at
schools
and
hospitals
ACTIVITIES
Community
Rela=ons
Chair,
Ad
Serve
Aug.
2008
–
May
2009
•
Coordinated
various
community
service
projects
Member,
Ad
Society
Aug.
2006
–
May
2009
•
University
of
Florida
Chapter
of
American
Adver?sing
Federa?on
SKILLS
Computer:
Microsog
Office®,
CisionPoint®,
Adobe
Photoshop®,
Illustrator®,
and
InDesign®
4. Man’s resume
EDUCATION
The
Great
Outdoors,
Backwoods
of
Alabama
and
Maine
Minors:
Hun?ng
and
Gathering
GPA:
.357
S&W
The
Unforgiving
Seas,
Gulf
of
Mexico
Minors:
Trying
not
to
vomit
and
Fish
Wrangling
Proficiency
Score:
114
inches
on
Blue
Marlin
exam
EXPERIENCE
African
Explorer,
Western
Kenya
•
Slept
on
floor
of
mud
hut
with
circling
bats
overhead
for
over
a
month
•
Watched
out
for
leopards
while
walking
home
as
opposed
to
strangers
•
Ate
uniden?fied
meat
like
it
was
going
out
of
style
•
Drank
the
water
on
accident
(enough
said)
MVP
of
Varsity
High
School
Baseball
Team,
Behind
the
plate
•
Took
wild
pitches
from
hot
shot
17-‐year-‐old
pitchers
to
the
family
jewels
•
Suffered
heat
exhaus?on
on
regular
basis
•
Sported
a
blue
and
purple
tan
as
opposed
to
the
tradi?onal
brown
Terrible
Skim
Boarder,
Hospital
•
Suffered
broken
leg
as
the
result
of
trying
to
look
cool
in
front
of
women
•
Lasted
two
weeks
before
finally
admiong
the
need
for
medical
care
•
Became
proud
owner
of
metal
plate
and
five
screws
Amateur
Stunt
Devil
and
Denture
Wearer,
Wild
roads
of
Maine
•
Crashed
bike
at
super
speed
while
cruising
down
steep
hill
•
Knocked
out
brand
new
front
teeth
at
tender
age
of
7
•
Made
friends
throughout
childhood
by
showing
off
my
removable
teeth
ACTIVITIES
Part-‐=me
beer
brewer,
full-‐?me
beer
drinker
•
Regularly
brew
my
own
beer
and
deal
with
the
unsavory
results
Fantasy
Sports
Master,
I
play
for
keeps!
•
Once
won
my
fantasy
football,
basketball,
and
baseball
leagues
in
the
same
calendar
year
Pick-‐up
Truck
Driver,
Take
life
by
the
horns
•
Never
once
stopped
to
ask
for
direc?ons
SKILLS
Personal:
Can
grow
a
beard
in
a
week’s
?me,
bench
press
a
full-‐grown
deer,
can
eat
50
chicken
wings
without
a
problem
In
the
field:
Can
shoot
volleyball
at
500
yards,
regularly
fights
(and
wins)
with
squirrels
for
tree
space,
drive
an
ATV
at
90
degree
angles
AWARDS
Second
place**
in
Hairiest
Chest
Contest
on
Carnival
cruise
ship
**trimmed
chest
hair
before
the
trip
5. background
“I
have
n
o
special
talents.
I
am
only
passionately
curious.”
–
Albert
Einstein
That
quote
presy
much
sums
me
up
presy
well.
Although
I
am
not
spectacular
at
one
specific
thing,
I
am
extremely
passionate
about
learning
as
much
as
I
can
in
this
short
amount
of
?me
we
have
on
earth.
Everything
I
do,
I
do
it
to
the
best
of
my
ability
and
work
with
those
around
me
to
get
beser
at
it.
I
was
born
and
raised
in
the
beach
town
of
St.
Petersburg,
FL.
I
lived
with
my
mom
and
sister
during
the
school
year
and
went
to
live
with
my
dad
in
the
summers.
My
dad
always
lived
in
remote
areas
of
the
country
due
to
his
line
of
work
so
he
was
always
near
the
woods.
While
he
was
at
work,
I
would
ogen
go
out
on
my
own
and
explore
the
forest,
which
is
where
my
love
for
the
outdoors
was
born.
When
I
graduated
high
school,
I
went
on
to
the
University
of
Florida
to
study
adver?sing
and
environmental
sciences.
Since
then,
I
lived
in
Hamburg,
Germany
while
asending
Miami
Ad
School
Europe
for
three
months
and
then
moved
on
to
Chicago,
IL
to
work
with
Great
Lakes
Marke?ng
Group.
7. Great lakes marketing group
Client:
American
Sail
Training
Associa=on
Descrip=on:
American
Sail
Training
Associa?on
(ASTA)
is
a
501
(c)
3
non-‐profit
organiza?on
based
out
of
Newport,
RI.
Their
mission
is
to
promote
youth-‐on-‐board
and
educa?on
at
sea
programs
aboard
Tall
Ships
to
preserve
our
rich
mari?me
history.
I
worked
with
ASTA
throughout
the
year
as
part
of
the
Great
Lakes
United
Tall
Ships
Challenge®.
Highlights:
-‐
Coordinated
brand
and
media
management
throughout
the
11
–
city
tour
throughout
the
Great
Lakes.
The
Great
Lakes
United
Tall
Ships
Challenge
reached
2.5
million
people
and
had
an
economic
impact
of
over
$350
million.
-‐
Managed
booth
opera?ons
for
ASTA
to
promote
the
organiza?on
to
the
public
by
educa?ng
them
on
ASTA’s
mission
and
educa?onal
programs.
-‐Managed
interac?ve
media
coverage
database,
CisionPoint®
in
order
to
fully
maximize
our
public
rela?ons
efforts
and
measure
the
results.
-‐
Worked
as
the
ASTA
photographer
for
the
four
tall
ship
race
starts
in
various
loca?ons
throughout
the
Great
Lakes.
Favorite
Thing:
Working
with
the
American
Sail
Training
Associa?on
gave
me
the
opportunity
to
travel
to
new
and
exci?ng
places,
which
is
one
of
my
greatest
passions.
I
got
to
travel
throughout
the
Great
Lakes
and
meet
the
people
and
take
in
the
culture
of
11
different
ci?es.
I
also
took
advantage
of
being
around
Tall
Ships
and
actually
sailed
from
port
–
to
–
port
from
Chicago
to
Erie,
PA
and
on
to
Montreal,
QUE.
8. Great lakes marketing group
Client:
Tall
Ship
Adventures
of
Chicago
Descrip=on:
Tall
Ship
Adventures
of
Chicago
is
family-‐owned
entertainment
business
that
offers
day-‐sails
and
charters
aboard
historic
sailing
vessels
known
as
“tall
ships”
from
Navy
Pier
and
Burnham
Harbor
in
Chicago.
My
role
on
this
account
was
to
ini?ate
a
long-‐term
branding
strategy
and
manage
all
of
their
adver?sing
buying
and
placement.
Highlights:
-‐I
worked
closely
with
the
owner
as
well
as
the
Captain
and
crew
of
the
ships
of
the
Tall
Ship
Adventures
fleet
to
define
the
brand
and
communica?ons
objec?ves.
-‐Revitalized
the
brand
by
crea?ng
a
new
image
star?ng
by
crea?ng
a
new
logo
for
Tall
Ship
Adventures
of
Chicago.
-‐
Managed
all
adver?sing
design,
placement
and
buying
for
the
company.
-‐Ini?ated
and
managed
a
new
social
media
campaign
with
included
regular
E-‐newslesers
and
mul?ple
social
media
pages.
Favorite
Thing:
My
favorite
thing
about
working
with
Tall
Ship
Adventures
of
Chicago
was
coordina?ng
a
youth
–
on
–
board
program
with
Navy
Pier
and
the
City
of
Chicago
Ager
School
Masers.
The
program
took
20
teens
from
the
Chicago
area
and
taught
them
how
to
sail
a
tall
ship
during
an
8-‐week
course
aboard
the
Tall
Ship
Windy.
At
the
comple?on
of
the
program,
the
students
received
their
Ordinary
Seaman’s
license
which
enables
to
get
a
job
within
the
mari?me
industry.
9. Great lakes marketing group
Client:
Pepsi
Tall
Ships
Chicago
2010
at
Navy
Pier
Descrip=on:
Pepsi
Tall
Ships
Chicago
at
Navy
Pier
2010®
was
one
of
six
primary
events
as
part
of
this
summer’s
Great
Lakes
United
Tall
Ships
Challenge
2010®.
It
included
20
Tall
Ships
(the
largest
fleet
in
the
Great
Lakes
in
recent
history)
and
the
six-‐day
fes?val
asracted
nearly
1
million
visitors
making
it
the
largest
event
in
the
history
of
Navy
Pier.
Highlights:
-‐
I
worked
as
an
integral
strategist
to
the
planning
and
development
of
programming
for
the
six-‐day
fes?val
designed
to
increase
the
money
and
?me
spent
by
visitors.
-‐
Worked
closely
with
Navy
Pier’s
public
rela?ons
department
and
PR
agency
to
coordinate
media
leading
up
to
and
throughout
the
event
and
brainstormed
on
interes?ng
and
unique
media
angles.
-‐
Worked
with
Navy
Pier
staff
to
help
facilitate
the
event
in
every
aspect
from
organizing
a
press
conference
and
crew
leisure
ac?vi?es
to
working
with
volunteers
to
ensure
all
of
the
ships
as
well
as
visitors
special
needs
were
met.
Favorite
Thing:
My
favorite
thing
about
working
with
Navy
Pier
on
Tall
Ships
Chicago
was
when
the
20
Tall
Ships
arrived
as
part
of
the
famous
Parade
of
Sail
on
the
first
day
of
the
fes?val.
Although
it
meant
that
six
days
of
back-‐
breaking
work
was
upon
us,
it
was
incredibly
sa?sfying
for
the
ships
to
finally
arrive
ager
our
months
(and
for
some
people,
years)
of
hard
work.
11. Miami ad school Europe
A
Case
Study:
Gesellschab
für
Aktuelle
Kunst
(GAK)
While
asending
Miami
Ad
School
Europe,
our
Account
Planner’s
Boot
Camp
was
approached
by
a
local
art
hall
to
increase
visitors
and
memberships
with
almost
no
budget
for
a
communica?ons
campaign.
Keep
reading
to
see
how
we
did
it.
Background
The
Business
Landscape
The
Gesellschag
für
Aktuelle
Kunst
(GAK)
is
a
contemporary
art
exhibi?on
hall,
located
in
Bremen,
Germany.
It
is
a
small
kunstverein
(government-‐
funded
organiza?on)
with
approximately
240
annual
members.
It
has
a
Na?onal
and
Interna?onal
reputa?on
as
being
a
place
for
cuong-‐edge
art
exhibi?ons.
The
GAK
is
also
known
as
being
an?-‐establishment
as
well
as
a
niche
exhibi?on
hall.
The
Compe22ve
Landscape
GAK
is
in
a
class
of
its
own.
Although,
there
are
other
art
museums,
galleries,
and
exhibi?on
halls
within
Bremen,
including
a
modern
art
gallery
right
across
the
street,
The
GAK
is
the
only
contemporary
art
exhibi?on
hall.
The
contemporary
art
at
The
GAK
is
very
complex
and
challenging,
unlike
its
neighboring
tradi?onal
art
compe?tors.
The
Problem
The
GAK
has
a
dwindling
membership
popula?on
as
its
members
are
geong
older
and
becoming
less
interested.
Also,
the
amount
of
visitors
is
very
low
as
brand
awareness
is
also
extremely
low.
The
GAK
is
supported
by
the
government
but
is
s?ll
lacking
the
financial
support
to
expand
and
bring
in
new
and
exci?ng
exhibi?ons.
Marke2ng
Objec2ves
Our
two
marke?ng
objects
are
to
increase
the
amount
visitors
by
crea?ng
brand
awareness
and
excitement
for
The
GAK
as
well
as
increase
memberships.
Research
Plan
Where
did
we
go?
To
get
to
the
root
of
why
the
problem
exists,
we
traveled
to
Bremen
to
visit
The
GAK
itself
as
well
as
to
get
in
touch
with
Bremen
residents
(Bremers).
We
traveled
to
the
more
liberal
areas
of
Bremen
to
find
people
who
are
more
interested
in
unconven?onal
art.
Who
did
we
talk
to?
We
conducted
24
interviews
with
Bremers
in
the
Steintorviertel,
which
is
the
most
alterna?ve
area
of
Bremen,
as
well
as
6
addi?onal
in-‐depth
interviews
with
students
at
The
Art
University
of
Bremen.
We
also
conducted
an
addi?onal
in-‐depth
interview
with
a
current
GAK
member
and
gallery
owner.
Key
Research
Findings
The
Brand
Ager
studying
the
brand,
GAK,
we
defined
it
as
progressive,
unconven?onal,
and
rebellious,
while
most
museums
and
galleries
in
Bremen
are
conserva?ve,
tradi?onal,
and
mainstream.
This
led
us
to
posi?oning
the
GAK
brand
as
a
“Maverick”
to
the
Bremen
cultural
scene.
It
is
a
brand
that
goes
against
the
mainstream
to
stay
true
to
its
values.
The
GAK
is
a
rebel
figh?ng
against
the
conformity
and
conven?onal
thinking
in
Bremen.
The
Market
Bremen
is
a
very
conserva?ve
and
tradi?onal
German
city.
It
is
known
more
for
being
the
home
of
Becks
beer
and
one
of
Germany’s
best
football
clubs
than
it
is
for
culture.
It
is
tradi?onally
a
very
science
and
industry
oriented
city,
with
lisle
variety
of
art
and
culture.
The
Consumer
We
defined
our
target
market
by
a
state
of
mind
rather
than
by
demographics.
We
are
targe?ng
people
who
are
open
minding
and
willing
to
try
new
and
unconven?onal
things.
However,
when
asked
what
cultural
ac?vi?es
do
our
target
market
engage
in,
they
Frequently
responded
with
tradi?onal
and
conserva?ve
forms
of
culture
including
the
cinema
and
concerts.
That
led
us
to
the
conclusion
that
our
target
market
is
doing
the
same
boring
cultural
stuff
over
and
over
again.
They
have
simply
fallen
into
a
cultural
rou?ne
that
they
can’t
break
out
of.
12. Miami ad school Europe
A
Case
Study:
Gesellschab
für
Aktuelle
Kunst
(GAK)
con=nued
Communica=ons
Strategy
Message
Ager
finishing
our
research,
we
developed
a
message
that
would
convey
our
brand
posi?on
as
well
as
resonate
with
our
target,
based
of
what
we
learned
about
them
and
the
environment.
That
message
is
“ The
GAK,
as
a
maverick,
takes
the
lead
in
the
fight
in
conven?onal
and
rou?ne
thinking
in
Bremen”.
Crea=ve
Strategy
Concept
To
convey
the
message
that
GAK
leads
the
fight
against
conven?onal
and
rou?ne
thinking,
our
planning
team
worked
with
a
crea?ve
team
to
create
the
concept:
“Break
Your
Habits!”
It
is
a
call-‐to-‐ac?on
encouraging
Bremers
who
are
stuck
in
a
rou?ne
of
going
to
the
same,
tradi?onal
cultural
events
to
try
new
things,
like
The
GAK,
by
rela?ng
the
situa?on
to
their
every
day
lives.
Implementa2on
Strategy
We
would
focus
on
capturing
people
in
their
every
day
rou?ne
and
encourage
them
to
break
their
habits
and
join
the
fight
against
conven?onal
and
rou?ne
thinking.
We
would
focus
on
cheap
solu?ons
to
keep
with
The
GAK’s
small
bud-‐get
and
our
way
of
saying
it
would
be
intellectual
but
playful.
Crea=ve
Work
Social
Media
Our
goal
was
to
create
a
community
around
The
GAK,
so
we
thought:
What
beser
way
to
create
a
community
than
use
the
biggest
online
community
there
is:
Facebook.
The
core
of
our
crea?ve
strategy
is
Facebook.com
as
it
is
free
and
The
GAK
has
rela?vely
no
money
and
it
is
very
relevant
for
our
target
audience
Ac2va2on
To
get
The
GAK
started
in
the
world
of
Facebook,
we
created
a
“group
page”
that
users
can
join
and
become
members.
By
joining
the
group,
it
will
allow
members
to
upload
pictures,
write
on
the
group
wall,
and
send
messages
to
other
members.
It
would
also
enable
The
GAK
to
send
messages
to
members
informing
them
on
upcoming
exhibi?ons
and
events.
To
ac?vate
people
to
join
the
group,
there
will
be
a
link
to
the
Facebook
group
right
on
the
home
page
of
The
GAK’s
Web
site.
GAK
Home
page
with
Facebook
link
GAK
Facebook
group
page
13. Miami ad school Europe
A
Case
Study:
Gesellschab
für
Aktuelle
Kunst
(GAK)
con=nued
Applica2on
In
order
to
get
our
users
more
involved
with
the
Facebook
community
and
the
brand
in
general,
we
have
also
created
an
applica?on,
which
enables
people
to
send
customized
GAK
messages
to
their
friends,
encouraging
them
to
break
their
habits.
Each
message,
which
is
posted
right
on
the
person’s
“wall”,
will
tease
the
user’s
friends
in
a
playful
manner.
You
can
also
asach
pictures
to
the
post
to
add
to
the
effect.
Facebook
Applica=on
Applica=on
in
use
Ambient
To
supplement
our
social
media
campaign
and
to
increase
general
brand
awareness
in
Bremen,
we
also
created
an
ambient
campaign
consis?ng
of
s?ckers
and
long-‐copy
material.
The
s?ckers
are
very
similar
to
the
Facebook
posts,
which
briefly
tease
people
for
falling
into
a
rou?ne.
They
playfully
encourage
people
to
break
their
habits.
The
long-‐copy
material
is
more
engaging
but
s?ll
in
a
playful
style
that
would
target
people
in
?mes
where
they
have
nothing
else
to
do,
for
example,
on
the
toilet
or
at
the
bus
stop.
The
copy
is
wrisen
in
a
way
that
encourages
people
to
really
evaluate
their
habits
and
how
harmful
they
can
be
for
their
minds.
Ambient
S=ckers
Ambient
Long-‐copy
14. University of Florida
A
Case
Study:
Great
Lakes
Home
Health
and
Hospice
During
your
senior
year
as
an
adver?sing
major
at
UF,
your
final
class
is
“Campaigns”,
where
you
take
everything
you’ve
learned
thus
far
to
create
a
campaign
with
a
group
for
a
real
business
and
compete
against
your
classmates.
Find
out
how
my
group
and
I
created
a
campaign
that
blew
away
our
classmates
and
won
the
Great
Lakes
Home
Health
account.
Background
The
Business
Landscape
Great
Lakes
Home
Health
and
Hospice
is
a
priva?zed
home
health
care
company
with
mul?ple
offices
across
mid-‐
Michigan.
It
was
founded
in
1994
ager
the
founder
recognized
the
need
for
quality
healthcare
in
his
community.
Great
Lakes
is
now
the
industry
leader
in
quality
care
throughout
the
State,
according
to
Medicare’s
annual
report
which
ranks
Great
Lakes
first
on
all
12
quality
indicators
they
are
judged
on.
The
Compe22ve
Landscape
Great
Lakes
is
the
industry
leader
in
mid-‐Michigan
but
there
are
s?ll
many
close
compe?tors.
Addi?onally,
Great
Lakes
not
only
competes
with
other
priva?zed
home
healthcare
companies,
but
also
with
hospitals
that
offer
home
health
services.
Great
Lakes
greatest
compe?tor
is
Genesys
Health
System,
which
is
a
group
of
affiliated
medical
campuses
across
Michigan.
The
Problem
Great
Lakes
lives
and
dies
by
referrals
of
pa?ents
by
doctors.
Home
healthcare
is
not
something
you
look
up
in
the
phone
book;
it
is
basically
prescribed
to
you
as
a
medica?on
would
be.
Great
Lakes
number
one
problem
is
that
doctors
have
difficulty
differen?a?ng
Great
Lakes
from
other
home
healthcare
providers
which
is
causing
them
to
refer
to
compe?ng
home
healthcare
companies
at
a
steadily
rising
rate.
Marke2ng
Objec2ves
Our
marke?ng
objec?ve
was
to
increase
referrals
to
Great
Lakes
by
doctors
by
20%
within
a
12
month
period.
We
planned
to
meet
our
objec?ve
by
crea?ng
a
campaign
that
would
posi?on
Great
Lakes
as
the
best
choice
for
home
healthcare.
Research
Plan
Where
did
we
go?
To
find
the
informa?on
we
needed
in
order
to
create
an
effec?ve
campaign,
we
first
conducted
secondary
research
on
the
healthcare
industry,
Great
Lakes
services,
as
well
as
their
compe??on
via
the
Internet.
We
also
conducted
extensive
primary
research
which
included
personal
in-‐depth
phone
interviews.
Who
did
we
talk
to?
We
interviewed
eleven
par?cipants
including
physicians
and
nurses
who
refer
home
health
care
to
their
pa?ents
and
two
top
Great
Lakes
sales
representa?ves.
These
interviews
were
all
conducted
via
phone
and
lasted
approximately
15
minutes
each.
Key
Research
Findings
The
Brand
The
Great
Lakes
brand
stands
for
many
things.
First
it
stands
for
honesty,
reliability,
and
quality
as
these
are
the
things
that
you
would
look
for
in
someone
that’s
taking
care
of
you
in
your
?me
of
need.
It
also
sets
itself
apart
from
other
home
healthcare
companies
as
it
is
not
just
an
average
home
healthcare
company;
it
is
the
best.
It
offers
unbeatable
service
transla?ng
to
the
idea
that
Great
Lakes
is
really
the
only
op?on
for
home
healthcare.
The
Market
Although
the
geographical
market
is
mid-‐Michigan,
the
market
really
takes
place
in
physicians’
offices.
Doctors
and
nurses
have
very
busy
jobs
with
tons
of
paperwork
and
they
don’t
have
?me
to
research
home
healthcare
companies.
That
makes
it
even
more
vital
to
posi?on
Great
Lakes
as
the
quick
and
easy
choice
for
home
healthcare.
15. University of Florida A
Case
Study:
Great
Lakes
Home
Health
and
Hospice
con=nued
The
Consumer
We
broke
our
target
market
into
two
groups:
first,
the
primary
target,
“Referral
Gatekeepers”,
and
second,
“Pa?ents
and
their
Family”.
Referral
Gatekeepers
refers
to
anyone
that
is
involved
in
the
referral
decision
process.
This
includes
the
physicians,
nurses,
discharge
planners,
social
workers,
and
even
secretarial
staff.
We
also
felt
it
was
important
not
to
forget
about
the
pa?ents
and
their
families,
although
for
the
most
part
they
are
uneducated
on
the
home
healthcare
industry.
According
to
our
research,
if
a
pa?ent
or
their
family
requests
a
par?cular
home
healthcare
company,
the
physician
will
usually
comply.
Communica=ons
Strategy
Message
Ager
conduc?ng
our
research
on
the
Great
Lakes
brand
as
well
as
our
consumer
needs,
we
created
a
message
that
would
appeal
to
our
target
while
conveying
our
brand
personality.
That
message
is
“Great
Lakes
Home
Health
and
Hospice
is
a
trustworthy,
reliable
service
that
will
provide
the
best
quality
care
available”.
Crea=ve
Strategy
Concept
To
convey
our
message
to
our
target
market,
we
created
the
concept
for
our
campaign:
“Look
No
Further
For
Care
That
Can’t
Be
Beat”.
Our
message
is
based
of
our
brand
ideals,
as
well
as
the
consumer
insight
that
Referral
Gatekeepers
ogen
read
down
a
list
of
local
home
healthcare
companies
that
offer
the
service
required
for
their
pa?ent.
At
the
top
of
the
list
are
agencies
that
the
Referral
Gatekeeper
has
an
established
rela?onship
with.
This
message
emphasizes
the
fact
that
they
do
not
have
to
spend
valuable
?me
searching
for
the
appropriate
home
healthcare
company
if
they
look
first
to
Great
Lakes.
Implementa2on
Strategy
Our
campaign
was
spread
across
various
media
in
order
to
have
the
greatest
impact
on
our
target
market.
To
do
this
we
have
equipped
Great
Lakes
sales
reps
with
an
original,
all-‐encompassing
sales
kit,
implementa?on
of
a
public
rela?ons
campaign,
development
of
extensive
interac?ve
media,
and
hos?ng
a
technology
conference.
Crea=ve
Work
Ac2va2on
In
order
for
the
campaign
to
reach
its
full
poten?al,
all
employees
need
to
be
enthusias?c
and
onboard
because
the
Great
Lakes
employees
are
what
make
the
company
so
successful.
Having
them
fully
involved
from
the
beginning
will
only
further
the
success
of
the
campaign
and
the
company.
We
recommended
launching
an
internal
campaign
kick-‐off.
This
entails
an
ager-‐hours
office
party
that
will
educate
and
excite
employees
about
the
new
“Look
No
Further
For
Care
That
Can’t
Be
Beat”
campaign.
The
founder
and
CEO
will
present
the
new
campaign
along
with
all
of
the
promo?onal
items,
upcoming
events
and
crea?ve
execu?ons.
Sales
Kit
In
order
to
increase
the
awareness
of
Great
Lakes
and
posi?on
it
as
the
superior
healthcare
provider
we
will
equip
Great
Lakes
sales
representa?ves
with
an
all-‐encompassing
kit.
The
sales
kit
can
help
Great
Lakes
sales
representa?ves
establish
rela?onships
with
new
and
exis?ng
Referral
Gatekeepers
by
equipping
them
with
useful
and
memorable
tools
to
deliver
the
campaign
message
of
“Care
That
Can’t
Be
Beat”.
16. University of Florida
A
Case
Study:
Great
Lakes
Home
Health
and
Hospice
con=nued
Sales
Kit
Bag
Example
of
Sales
Materials
(brochure)
Public
Rela2ons
We
will
also
create
a
public
rela?ons
campaign
that
targets
both
decision-‐makers
and
prospec?ve
pa?ents.
In
the
communi?es
where
Great
Lakes
currently
exists,
the
events
will
act
as
a
means
for
Great
Lakes
to
give
back
to
the
community.
We
ini?ated
a
series
of
charitable
5K
races
that
offer
a
compe??ve
event
that
asks
par?cipants
to
be
as
unbeatable
as
Great
Lakes.
Aside
from
the
race
events,
we
will
sponsor
a
hole
at
local
member-‐
guest
golf
tournaments
throughout
areas
in
Michigan
where
Great
Lakes
offices
exist.
17. University of Florida
A
Case
Study:
Great
Lakes
Home
Health
and
Hospice
con=nued
M
edia
Interac2ve
In
addi?on
to
the
sales
kit
and
public
rela?ons
events,
we
also
launched
a
full
interac?ve
media
campaign.
The
first
part
deals
with
search
engine
op?miza?on
of
the
Great
Lakes
Web
site.
Search
engine
op?miza?on
will
improve
and
increase
traffic
to
the
Web
site.
Because
90
percent
of
all
online
traffic
is
achieved
through
search
engines,
SEO
could
poten?ally
be
very
beneficial
for
Great
Lakes.
We
have
also
suggested
minor
changes
to
the
Web
site
to
make
it
more
user-‐friendly
and
aesthe?cally
appealing.
We
also
suggested
upda?ng
the
e-‐newsleser
so
that
subscribers
will
look
forward
to
receiving
it.
Crea?ng
an
e-‐newsleser
that
is
relevant
and
interes?ng
will
encourage
subscribers
to
tell
others
about
it.
This
word
of
mouth
generated
by
permission-‐based
e-‐mails
can
increase
top
of
mind
awareness
for
pa?ents
and
physicians
leading
to
increased
referrals.
Lastly,
we
would
like
to
create
an
iPhone
applica?on
that
would
make
checking
on
pa?ents
easier
and
more
convenient
for
the
physician.
The
applica?on
would
need
a
secure
login
to
gain
access,
and
it
would
be
linked
to
a
database
managed
by
Great
Lakes
that
would
show
the
status
of
each
of
the
pa?ents
that
the
physician
referred.
Effects
of
Search
Engine
Op=miza=on
New
Great
Lakes
E-‐Newsleher
Hos2ng
Conferences
As
part
of
our
campaign,
we
proposed
that
Great
Lakes
host
an
annual
technology
conference
in
Grand
Rapids,
Michigan
for
physicians
called
the
Emerging
Technology
in
Home
Health
Conference.
The
event
will
feature
key
note
speakers
and
several
breakout
sessions
where
Great
Lakes
sales
representa?ves
will
speak
about
the
various
new
technologies
in
Home
Health.
By
hos?ng
a
professional
conference,
Great
Lakes
can
demonstrate
how
it
uses
innova?ve
technology
to
provide
beser
care
for
its
pa?ents.
It
can
also
foster
rela?onships
with
physicians
and
educate
them
on
the
emerging
home
healthcare
technologies.
19. 352 Media group
Project
Management
Internship
Descrip=on:
Ager
comple?ng
a
marke?ng
internship
with
352
Media
Group,
I
reapplied
with
the
interac?ve
Web-‐
development
company
as
“Project
Management”
intern.
It
was
a
semester
long
internship
in
which
is
shadowed
the
project
management
team
in
every
aspect
of
the
profession.
Highlights:
-‐Working
with
clients
on
overall
project
goals,
by
defining
what
kind
of
Web
project
would
be
most
advantageous
to
their
company
and
to
their
visitors.
-‐Brainstormed
and
collaborated
with
Web
developers
and
designers
on
design
and
copy
strategies
to
further
our
clients
branding
ini?a?ves.
-‐Instructed
our
clients
on
how
to
use
their
new
Web
sites
in
order
for
them
to
u?lize
their
new
tool
to
the
fullest.
-‐Conducted
massive
amounts
of
product
tes?ng
to
insure
the
highest
quality
of
our
work.
Favorite
Thing:
My
favorite
thing
about
my
Project
Management
internship
with
352
Media
Group
was
the
feeling
of
sa?sfac?on
ager
taking
a
project
from
the
sale
and
contract
nego?a?ons
through
design
and
coding
and
all
the
way
through
quality
assurance
and
launch.
Working
with
clients
to
develop
their
perfect
Web
site
and
seeing
them
use
it
to
help
their
business
compete
and
seeing
the
results
of
our
hard
work
is
a
truly
great
feeling.
20. 352 Media group
Marke=ng
Internship
Descrip=on:
In
my
senior
year
at
UF,
I
completed
a
semester-‐long
“Marke?ng
Internship”
with
352
Media
Group,
a
Web-‐
development
company
in
Newberry,
Florida.
I
worked
very
closely
with
the
VP
of
Marke?ng
on
a
number
of
projects.
Highlights:
-‐Worked
extensively
on
our
companies
social
media
ini?a?ves.
We
worked
to
increase
the
visibility
of
our
Facebook
and
Twiser
pages
as
well
as
our
blog.
I
also
created
our
company’s
Wikipedia
page.
-‐I
worked
with
other
marke?ng
interns
to
create
a
new
Web
series,
“ The
Intern
Den”,
which
followed
the
life
of
the
interns
in
an
Animal
Planet-‐like
style.
The
videos
were
posted
on
our
blog
and
drama?cally
increased
subscribers
and
visitors
to
our
YouTube
channel.
-‐I
conducted
extensive
research
on
past
352
Media
Group
projects
to
see
what
we
did
great,
what
we
could
improve
on,
and
the
results
of
our
work.
Ager
comple?ng
my
research,
I
would
write
a
case-‐study
as
they
were
posted
on
our
company’s
Web
site.
Favorite
Thing:
My
favorite
thing
about
my
Marke?ng
Internship
at
352
Media
Group
was
working
on
the
“Intern
Den”
Web
series.
They
were
a
lot
of
fun
to
concept
as
well
as
to
film.
I
also
learned
a
lisle
bit
of
Ager
Effects,
which
I
had
never
worked
with
before.
As
interns,
we
were
the
ones
always
interested
in
what
the
rest
of
the
office
was
working
on,
but
with
this
project,
it
had
the
en?re
office
excited
for
our
next
episode
to
hit
the
blog.
21. Trimark properties
Marke=ng
Associate
Descrip=on:
Throughout
my
junior
year
at
UF,
I
worked
as
a
Marke?ng
Associate
with
the
property
management
company,
Trimark
Proper?es.
At
the
?me,
we
managed
14
unique
student
housing
communi?es
throughout
Gainesville.
My
job
was
to
work
with
the
Director
of
Marke?ng
to
develop
a
mul?-‐faceted
marke?ng
campaign
in
efforts
to
lease
out
all
of
our
rental
communi?es.
Highlights:
-‐
A
key
ini?a?ve
we
had
as
a
team
star?ng
the
year
was
to
increase
our
rankings
in
Google
for
vital
search
terms.
Through
various
methods
of
SEO,
by
the
end
of
the
year,
we
were
ranked
number
1
for
most
of
these
key
terms
including
the
most
heavily
searched
“Gainesville
Apartments”.
-‐
I
managed
an
extensive
email
marke?ng
campaign
that
included
regular
newslesers
as
well
as
responding
to
prospec?ve
residents’
informa?on
requests.
These
emails
were
key
to
star?ng
a
rela?onship
with
our
new
residents.
-‐
We
also
worked
heavily
on
web-‐based
adver?sing
which
included
ads
on
commonly
used
Web
sites
like
craigslist
and
facebook.
We
also
worked
with
facebook
to
increase
our
social
media
visibility.
Favorite
Thing:
My
favorite
thing
about
working
with
Trimark
Proper?es
was
being
able
to
see
the
results
of
our
work
first
hand.
Many
?mes
in
marke?ng
and
adver?sing
it
is
hard
to
measure
the
results
of
your
hard
work
but
as
occupancy
totals
went
up
as
the
year
went
on
it
was
very
easy
to
see
how
our
hard
work
paid
off.
22. Devine communications
Adver=sing
Internship
Descrip=on:
My
first
exposure
to
an
adver?sing
agency
was
during
my
summer
internship
with
Devine
Communica?ons,
a
small
full-‐service
agency
in
St.
Petersburg,
FL.
I
worked
in
every
facet
of
the
agency
including
media,
crea?ve,
and
new
business.
Highlights:
-‐
I
worked
on
an
extensive
new-‐business
campaign,
where
my
efforts
included
researching
poten?al
clients
as
well
as
contribu?ng
to
mul?ple
and
strategic
and
crea?ve
pitches.
-‐
Worked
side-‐by-‐side
with
the
President/CEO
of
the
company
to
plan
and
nego?ate
media
buys.
-‐
I
did
an
extensive
amount
of
art
direc?on
using
Photoshop
and
Quark
to
edit
and
create
ads
for
mul?ple
clients.
-‐
Conducted
a
large
amount
of
market
and
industry
research
to
keep
up
with
current
trends.
Favorite
Thing:
My
favorite
thing
about
my
Adver?sing
Internship
was
geong
to
write
a
:60
radio
spot
for
one
of
our
clients,
Hungry
Howie’s
Pizza.
It
was
really
interes?ng
to
see
the
process
first
hand
on
how
an
ad
actually
comes
to
life.
I
was
involved
in
every
step
of
the
process
from
concep?on
to
produc?on
and
on
to
media
placement.
It
was
also
quite
special
to
actually
hear
my
ad
on
the
radio
while
driving
home
from
work
in
my
truck.
