Le book final online upload


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  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • COLOR OF YELLOW?L - BackR – Front 1Janetdoubleu.comJanet.doubleu.comj.doubleu.comj.double.u.com
  • Le book final online upload

    1. 1. Janet Wang Strategic PlanningPortfolio
    2. 2. Neon (Ne)Although a very common element in theuniverse,it is rare on Earth.
    3. 3. a boutthebook t a bleofcontents myfirsttime oneThis is a compilation of work from my time at Miami AdSchool. Everything enclosed is the result of a team of relivethegoodtimes fourminds.My teammates tell me that my strongest contribution is keepingide a s a live sevenmy ability to funnel complex and seemingly discrepantinformation into simple chunks, and highlight thesignificant points. shelter tenEnclosed are four case studies which exemplify this a boutme twelveapproach to problem solving.
    4. 4. myfirsttimech a llenge Prevent teen tobacco use.insight The first cigarette is disgusting, and the experience, uncomfortable.str a tegy Encourage teens to be frank about the awkwardness of their first cigarette experience so they will choose to not do it again. Account Planners: Janet Wang & Isabella Martinez Copywriter: SheskaOcasia Art Director: Michelle Wallace one
    5. 5. ch a llenge context t a rget insightTobacco use is the leading preventable Current and past campaigns focus on death, Who are current anti-smoking campaigns The first cigarette…cause of disease, disability and death in aging, and weakness. failing to affect? “One usually very much dislikes histhe U.S. first cigarette. Taste for cigarettes must If you smoke… 1, 2 Puff. I already tried a cigarette once be acquired slowly… ” – The PsychologyEvery year… You will die. or twice, but I‟m not a habitual of Everyday Living More than 400,000 people die from You will get old. user. tobacco use. You are a victim. +Each day… DO NOT. Ever the defiant personality, The first cigarette is disgusting, and the 3,450 kids try their first cigarette. Death. Teens feel immortal. The concept of tell me NOT to do something experience, uncomfortable. 850 kids become new regular, daily death and I‟ll do it. smokers. is difficult to grasp. + Senior Status. I‟m a high school senior.Tobacco use is almost always Aging. Teens interpret getting old as growing up Research shows I amestablished during adolescence… and maturing, which is attractive. especially susceptible to opportunity tobacco use.Prevent teen tobacco use. Weakness. Teens are likely to take this as a + It takes more than 3-4 cigarettes to feel challenge to their pride and respond Influencer Effect. I have younger out of control over continued smoking. – with defiance to prove they are siblings and friends who look whyquit.com stronger than tobacco. up to me. = First time smoking does not equalstr a tegy The more students were exposed to anti- Defiant high school senior who has tried habitual smoking. smoking messages, the more inclined they were 1 or 2 cigarettesWhen you prohibit an action, it becomes to smoke. –sciencedaily.commore attractive. But if an action is anoption, it becomes less desirable. +First cigarette experience is gross andawkward.Encourage teens to be frank about theawkwardness of their first cigaretteexperience so they will choose to not doit again. First time smoking does NOT have to lead to habitual sm two
    6. 6. c re a t I vestr a tegyMy First Time – Many first time experiencesdo not live up to their hype. In fact, most firsttime experiences are awkward anduncomfortable. i nter a ctive print a d Audio - Monologue describing the y outube& uneasy and hulu a d uncomfortable nature of a first time experience. Collections of individual teens speaking about the s potify / musicsite a d awkwardness of their first cigarette experiences. t witter three
    7. 7. relivethegoodtimesch a llenge Protect and grow Netflix‟s subscriber base in 2012.insight If life were a movie, age reflects the number of roles we‟ve played, lines we‟ve said, and plots we‟ve experienced.str a tegy Convince our target to retire with Netflix and relive thegood times. Account Planners: Janet Wang & James Stevens Copywriter: SheskaOcasia Art Director: KiraWehby four
    8. 8. ch a llenge c ontext insight opportunityPublic perception of Netflix was tainted Only 4% of Movies and T.V. shows are a collectiveby an attempted division of the Subscribers left visual documentation of our lives: Real, Netflix Users:company‟s DVD & streaming business due to this incident Advertising to imagined, and available for replay. 17% Under 24segments, coupled with a price increase. current or lapsed 48% 25-44 Satisfaction of current customers is not If life were a movie, age reflects the 43% 35-54Restore Netflix‟s brand reputation and customers is still high an efficient use number of roles we‟ve played, lines we‟ve 18% 55+share price, and thus market cap, to its of Netflix‟s said, and plots we‟ve experienced.initial pre-crash levels. Most recent Q4 marketing $ Only 18% of Netflix‟s users are age 55+. financials show thatProtect and grow Netflix‟s subscriber Netflix has already Big Market. 30% of the population is 55+, andbase in 2012. Regained most of its this will only increase. U.S. customers. An American turns 50 every 7 Netflix should take this opportunity to grow a new seconds (AARP). Thus, 45% of user base. the population will be 55+ by t a rget 2015 (US Census). But who?... At or Near Retirement. Age 55 to 65 + Relatively Tech-Savvy. Have a smart With Money. Households headed by adults phone and/or 55-64 have a median net worth b r a ndstrengths of 15 times that reported for comfortable with email and internet adults under 35 (JWT). Why would Netflix be a good match for this str a tegy audience? surfing + Likely to Adopt. Adults 55-63 use the internet Have Free Time. on a regular basis. In fact Convince our audience to retire with Largest Content Library 70% of them are online right Netflix and relive the good times. = To serve the digital retiree who is in search now. of movies that span from youth to retirement, 37% of moviegoers are 55+. being the leader in content breadth and Digital Retiree depth is a massive advantage. Easy to Use Netflix is recognized for its user interface experience. This is an easy adoption for Only 18% of Netflix users are age 5 someone who is comfortable with, but not specialized in, using current technology five
    9. 9. c re a t I vestr a tegyRelive the Good Times –Encourage at home movie Movies and thewatching by reminding our experience of movietarget of the movies from their watching frompast that reflect the breadth and moments in your kindle a ddepth of their memories and past: rememberingexperiences. that first date and 1.37% of Kindle drive-ins with your users are age friends. 55+ (Amazon.com) d irectm a iler In the form of a vintage microphone that print a ds opens to a cozy living room movie watching setting. Age 55+ are three times more likely than the general public to read print Strong preference among age 55+ for printed mail. (ChiefMarketer.com) six newspapers. (MarketingCharts.com)
    10. 10. keepingide a s a livech a llenge Help small businesses become more competitive.insight Behind every great entrepreneur was a great failure.str a tegy Give entrepreneurs the confidence to continue taking risks. Account Planners: Janet Wang & Isabella Martinez Copywriter: SheskaOcasia Art Director: Michelle Wallace seven
    11. 11. ch a llenge context t a rget insightSmall businesses are a significant What are small businesses struggling with? Some say that entrepreneurs are born, not The Journey of the new entrepreneur…component of the U.S. economy. made that their DNA pre-disposes them to Sales? Consumer Confidence Index has certain traits… EUREKA! MomentMore than half of U.S. sales and over half of risen –Consumer Conference Board You feel like God, drunk on the belief thatprivate sector jobs are attributable to small Novelty Seeking you have solved the world‟s biggestbusinesses. Funding? Access to credit ranks at the problem. The emotional high and bottom of concerns..50% say they Accomplishment Driven The Nascent adrenaline rush obstructs your ability toSmall businesses face several challenges: do not want a loan –National Entrepreneur think critically. Federation of Independent Business (NFIB) Confident sales from the economic recession Fairytale Begins… , larger, and more distributed competitors Competition with big business? Small business confidence rises for You decide to go for it…Access to limited funding the fourth consecutive month - NFIB in the context of a society that idolizes theIntegrating new technologies, systems, and opportunity entrepreneur and elevates him to celebritypractices However… status: Steve Jobs, Mark Zuckerberg, and No one talks about the many times Steve Donald Trump.Help small businesses become more “90% of small enterprises fail within the firstcompetitive. two years of operation.” -SBA Jobs failed before he succeeded. Reality Hits…Help them pursue best practices, define “A frequent cause of bankruptcy is Entrepreneurs are victims of constant self Few, if any, entrepreneurs know whatmetrics, and pull in more customers. undercapitalization. This is often a result of doubt because they compare their behind the they‟re doing the first time. What it takes poor planning rather than economic scenes selves to everyone else‟s center stage to build a business is a complete contrast conditions” –Small Business – The Art of the Start performance. to coming up with the idea. The struggle is in the start – They need to be reminded that it takes failure Behind every great entrepreneur was a great str a tegy to succeed. failure. Remove the taboo of failure and give Getting through the first few years, entrepreneurs the confidence to continue building the base for a business that will last. taking risks. It Takes Failure to Succee eight
    12. 12. c re a t I vestr a tegyKeeping Ideas Alive – Connect new entrepreneurswith seasoned entrepreneurs. Encourageentrepreneurs to find refuge in each other. In Their Offices - Reach the ch a tt I ng Nascent Entrepreneur in his/her office, the coffee shop. we incorporate a chatting function that fosters entrepreneur-to- entrepreneur conversations and support. Discussions can range from questions to finding resources. c offeesleeve Interactive Community - Partner with the Small blogp a rtnerships Business Bureau (SBA), an already established Feature blog posts by resource and community, successful entrepreneurs who to improve resources for have an established online new entrepreneurs. As blog and following, such as many new entrepreneurs Guy Kawasaki and Seth begin their business ideas Godin. online, we will focus on the SBA.gov site, nine
    13. 13. shelterch a llenge Develop a brand with the potential to change the world‟s lodging landscape.insight What is fundamental for one person is a luxury for another.str a tegy Stay-One-House-One Model Account Planners: Janet Wang & Isabella Martinez ten
    14. 14. ch a llenge c ontext opportunityMore and more consumers are interested in Green Travelers insight 72% of green travelers are willing to pay somesustainable living for the planet and its level of price premium.people. The hotel industry has been slow to What is fundamental for one person is aaddress this trend. luxury for another. “While guests appreciate the importance of Who does quality & social impact well? conserving energy and resources, they feel In the context of the hospitalityThe International Hotel Group needs a conflicted about paying for a hotel that The Buy-One-Give-One business model hasflagship green brand. industry… requires such sacrifices.” successfully achieved both business returns and social impact.Develop a brand with the potential to change Self-Centered Consciousness:the world‟s lodging landscape and launch care about the environment, but care Companies such as Toms Shoes have seenthousands of hotels worldwide. MORE about personal comfort. dramatic growth in a short period. t a rget “Sold one million shoes within first 4 years” “54% of green travelers indicate thatcre a t I vestr a tegy Spread by word of mouth and strategic confusing terminology is a factor in making it Who values luxury quality and social partnerships. difficult to find environmentally friendly travel impact? Key components of success:Shelter - Everyone has the right to shelter, options”whether in the form of a home, a retreat, or arefuge. Our hotel provides shelter to our Practice what he/she preaches. Actively High-End and High Quality Product Understanding Their Impact:guests and empowers them to provide shelter made lifestyle changes. $40-$80 shoes. Consumers buy because do not understand HOW their money isto others. + they like the product itself, regardless of helping the environment. Self-made, mid-income the social impact factor.1.5 billion people in the world are homeless. +Partner with a pre-existing organization, like Live well, quality oriented Clear Consumer ImpactShelter the World, to operate the + With every pair purchased, TOMS gives a str a tegy Travel for work & pleasure. 2 to 3 times per pair of new shoes to a child in need. NoStay-One-House-One Model: confusing jargon. year and travelled to 2+ countries.Whether our guest is in California for a Stay-One-House-One Model: +business trip or Brazil for vacation, he/she will Interested in „sustainability‟.directly benefit the homeless community in Look & feel of a high-end hotel, eco-friendly Environmental, social, etc. & solving bigthat neighborhood. elements of competing „green‟ hotels, and the world problems. competitive advantage of a clear and visible =Other Partnerships: consumer impact. Airlines (Virgin) High-End Hippie Socially active celebrities (Leonardo DiCaprio, Angelina Jolie, etc.) Buy-One-Give-One ModeSocial MediaEventsMobile Applications eleven
    15. 15. a boutme twelve
    16. 16. c ont a ctme Strategy & Operations Consultanti nse a rchof 415 . 937. 4288 Community Action for Rural Development. Janet.DoubleU@gmail.com Kenyan organization engaged in micro-Opportunities to use my love for absorbing and enterprise bee-keeping initiative. Account Planning Boot Campsynthesizing seemingly discrepant information in 6. 2007 to 9. 2007 Miami Ad Schoolorder to create experiences that inspire social s eemeonline 1. 2012 to 3. 2012behavior. Interviews. Visited 40+ farmers on the back Top Dog, First in Class JanetDoubleU.com of a dirt bike. JanetDoubleU.tumblr.com Mediation. Drafted and implemented agreements between community organization,Senior Economic Consultant Founding Team Member farmers, and honey suppliers. Introduction to Communication DesignDeloitte Tax LLP. Global Transfer Pricing rippleQ. Social Venture Technology Start-up Extended Education12. 2007 to 5. 2010 11. 2010 to 4. 2011 Moderation. Led strategy discussions with California College of the Arts non-profit managers. Summer 2011Brand & Intellectual Property Valuation. Strategy. Performed market competitiveManaged an intellectual property migration for analysis and compiled educational kit for Immersion. Lived with a host family andone of the largest U.S. multinational internal, investor, and client use. participated in community activities. Learnedcompanies in the hospitality industry as the basic Swahili. B.A. Mathematics/Economicssole staff person on a multi-partner Brainstorm Moderation. Led discussions and Minor in International Studiesengagement, assessing brand lifecycle and drafting of product feature value propositions University of California at San Diegovalue, conducting research, client interviews, for use in business strategy, sales, and 9. 2003 to 6. 2007economic and financial analyses, and drafting customer development. Associate Producer of Contentqualitative support for analyses. Project Social Capital Markets. UCSD Provost‟s Honorsresulted in follow-up engagement. Consumer Journey. Created use cases for 6. 2010 to 10. 2010 & 5. 2011 to 9. 2011 Ernest C. Mort Leadership Award software product testing and drafted detailedMacro Trend Analysis. Executed economic product FAQs. Large-scale Impact. Helped produce andownturn analysis for $2 billion revenue client international social enterprise conference thatin the computer and information technology Worked with „Creatives‟. Collaborated with drew 1,300+ social entrepreneurs, ventureindustry, analyzing profitability, and managing engineers and customer development m ore a boutme capital investors, university professors, andtwo-person India-based team in performing manager to develop and test product to foundations from 40+ countries. Attendeescomparable company analyses to identify customer specifications. Origami & Collage Arts Practitioner included representatives from the Bill & Dancer. Performance & Competitiveeconomic trends. Melinda Gates Foundation, Acumen Fund, JP Behavior. Helped develop the company since Age 5 Morgan, McKinsey & Company, and Stanford Yoga & Meditation EnthusiastClient Relations. Directed client relationship product - behavior management software University.as sole staff member of a senior level tax using game mechanics. Vegetarianteam and managed team of two to complete Right & Left Brain. Created internalinternational tax restructuring for major client Operations. Established enterprise as a processes for content development, balancingin semiconductor industry. Project resulted in Benefit Corporation. Managed financial, legal, brainstorming and ideation with operation andavoidance of $1 million penalty. and human resource activities. execution.