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Account Planning Portfolio (Draft) - Jason Potteiger


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My name is Jason Potteiger and I am an account planner seeking an agency. This is a first draft of my planning portfolio. More updates and revisions to follow. Feedback, notes and criticism are always welcome. Thanks, @JPotteiger.

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Account Planning Portfolio (Draft) - Jason Potteiger

  1. 1. My name is Jason Potteiger and I’d like to be your Account Planner.People often throw me a wink and a nod for my duel degrees in advertisingand political science, and since graduating I have gained experience inboth areas. This cross-training gave me a diverse skill set for approachinghigh quality consumer research and strategic planning.For example, in advertising, we identify targets and uncover insightsthat move them. In politics, we identify persuadable voters and craftpersuasive messaging. With both it’s a game of triangulation that requiresfluency in raw data and cultural landscapes.Studying people and how they think, that grabs me, and that is what unitesmy past experiences. I owe my success thus far to my training in weighingquantitative data with qualitative findings. And, to the understandingthat problem defining is equally important to problem solving.Finally, I like working with creative teams. I understand the demandsof the concepting process and know how to ease them. I can articulatestrategy in a way that directs and inspires focused, integrated campaigns.Rather, I know how to guide a big idea across the pages of magazines andFacebook.I’d hoped to one day find a job where I could sip brandy and browseReddit or PSFK all day. I’ve found that Account Planning and Strategyfulfills the core of that dream in a more interesting way.Suffolk UniversityB.S. AdvertisingB.S. Political ScienceMinor Public RelationsCommunispace CorporationAssistant ConsultantWrote & presented new businessround tables on Citibank, State Farm,Beam Global, Under Armour, NextelMexico, and Snapfish.DAPA Research, Inc.Research StrategistManaged projects for SuffolkUniversity, Nestlé, Darden, DeweySquare Group, ML Strategies, twoCongressional campaigns, anddozens of state-level elections.MullenAccount Planning InternSocial Influence Group InternSupported Olympus America,Victorinox/ Swiss Army, Jet Blue(pitch), Martha Stewart Crafts (pitch),and Century 21 Realtors (pitch).
  2. 2. Getting from thisTo thisSip, Sip.A well made brandy is a revelation in a glass.It’s wine that is distilled into somethingsimple -- removing excess to reveal the core of the spirit. For me,this is the essence ofgood planning; distilling a sea of information down to a refined insight. That is what Ihope to demonstrate with this portfolio: refined solutions for complex problems.After publishing his first book,a friend of mine said,“I think there’s no such thing aswriter’s block,only a lack of input.” That struck a chord.Before a planner can distill,they must first explore. Like good brandy,good branding depends on starting with theright ingredients – the right grapes,the right information.Experience has given me a wide set of tools for gathering and recognizing informationthat’s ripe. Exposure to many research methodologies,experience with analysis,exploring culture,and even conversations with strangers at the bar all help me to findconnections and distill away the excess.But most of all, brandy is a drink for conversation, so let’s start there. Sit back,swirl your glass and take a sip of these ideas.
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  4. 4. [portfolio.]Strategic Concepts:American Red CrossFostering Habitual DonorsPage 6Boy Scouts of AmericaMaking More LeadersPage 10J.CrewLoyalty & SustainabilityPage 13Whole FoodsTaking Back OrganicPage 17ResumePage 21
  5. 5. Client: The American Red CrossFostering Habitual Blood DonorsNot enough people donate blood. Period.Only 5 percent of eligible donors across the nation currently donate blood.America’s blood supply faces persistent shortages and the total amount ofblood needed actually increases every year. Many hospitals nationwide relyon the American Red Cross to maintain banks of this life-saving resource,especially during the summer months and holidays when blood suppliesoften reach critical lows.Some people are more easily moved to give.will never donate reluctant to donate infrequent donors habitualBarriers to action are often self-imposed.While data shows that most people feel they should donate, previouscampaigns appealing to social responsibility (e.g., give blood, give life)have failed to instill ongoing proactive behavior among targets.Self-reported barriers among the target include discomfort during and afterhaving blood drawn, feeling faint or tired and regular donations being ageneral inconvenience.Our objectiove, double donation rates.1) Increase habitual blood donation (at least twice per year) from 5% to10% over a one year period.Gettingto here.Fromhere.
  6. 6. Sip, Sip.Blood lacks a personal connection.A whopping 94 percent of blood donors are registered voters. Digging deeper, there arestriking similarities between non-donors and non-voters as well. Both feel the problem istoo great for their participation to make a meaningful difference.Non-donors rationalize guilt about inaction by exaggerating the impact of perceivedbarriers (“I know it’s so important, but…”), pushing donation behavior even farther fromthe core of their lives.Strategy:Proposition: Your best friend needs your blood.Potential donors should feel a connection to their blood’s impact.Reluctant and infrequent donors should believe their efforts have a real and direct impacton people’s lives, especially their family and friends; moving them from thinking theyshould act to feeling they must.Client: The American Red CrossFostering Habitual Blood Donors
  7. 7. Possible Solutions: aka Dumb Planner IdeaEngage donors with their existing social networks.Insight: More than any other social platform, Facebook is a reflection of existing, real-life connections and a virtual space used for communicating hyper-local activity.Execution: With a Facebook application, visualizes local blood supplies using existingsocial media connections (e.g., friends and family) who would depend on users for blood.“Blood supplies for your type (B+) are critically low in your area, 3 friends near you would rely on B+ if theywere in an accident today. There are 4 donation centers on your way to work/ home, one click scheduling.”Engage blood recipients to share their stories.Insight: Hospitals are boring places to spend any amount of time, and in lieu of basiccable patients are turning to mobile devices for entertainment. On extended stays thenumber one item most patients ask friends and family to bring: phone charger.Execution: Distribute cell phone chargers to hospitals with calls to action for patients toshare their stories about how donated blood saved their life. Putting a face to patientsand ‘closing the loop’with donors will help to overcome barriers that their donationsdon’t matter.Client: The American Red CrossFostering Habitual Blood Donors
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  9. 9. Client: Boy Scouts of AmericaInspiring More LeadersGetting from here.To here.Few Boy Scouts earn their Eagle Award.Only 3% to 5% of boys who enroll in Boy Scouts go on to earn their EagleAward. Despite thebenefits of becoming an Eagle Scout – most notably a serious leg up on college applicationsand scholarships – it’s nearly impossible for most teens to stick with the program throughtheir High School years.Scouts are most likely to drop out during High School.High school-age boys currently enrolled in the Boy Scouts of America are most likey todrop out, often when earning their Eagle Award is within reach.Tenderfoot 2ndClass 1stClass Star Life Eagle| - High School Years - |We need to articulate why Scouting is important.1) Increase the annual retention rate of high school-age scouts by 20% over the next year.2) Demonstrate how scouting is relevant for teenage boys: short and/or long-term.
  10. 10. Sip, Sip.High school boys are struggling with growing up.The answer to: “who and what do I want to be?” has become harder to find for boys.From kindergarten through college, statistics show a “boys’ crisis” in America that cutsacross geography, class and race. Boys K-12 are 5x more likely to be expelled from schoolthan girls. The high school graduation rate is lower among adolescent males, especiallyHispanics and African Americans, and males are less likely to attend college.Interviews, Esquire and experts provide similar explanations: manhood today is adrift.Strategy:Proposition: Learn to be a man.High School boys should feel Scouts can provide answers.Scouting teaches you how to be a man. Beyond the uniforms and camping trips, Scoutsshould feel the program can provide real answers to their teen angst and provide insightinto what it means to be a man in modern times.Scouting provides you with certain skills for life.A man can chop wood, build a fire and cook eggs over coals.A man knows his tools – which saw is for what, when to use galvanized nails.A man looks out for those around him — woman, friend, stranger.Client: Boy Scouts of AmericaInspiring More Leaders
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  12. 12. Young consumers are shopping differentFaced with higher costs of housing, healthcare and education, along with higher rates ofunemployment, compared with previous generations Millennials are spending less acrossmany categories, apparel included. Multiple studies confirm that while young people todayhold strong beliefs about the importance of sustainability, they are unwilling or unable to paya premium to live these values.And they’re growing upEarly Millennials (25-34) transitioning from early adulthood into early middle-age.0-24 25-34 35+Consumers drive category wasteFor apparel retailers, most waste produced by the category comes from the consumer’s sideof the aisle – in fact, Levi’s found consumers were responsible for 60% of the environmentalimpact of its jeans. Those looking to make their mark on sustainable design must inspiretheir customers to become active participants in the process.Aligning quality with sustainability1) J Crew seeks to align the core attributes of its brand: quality, wear-ability/accessibility,and value, with a maturing generation struggling to balance their values with limitedresources.Client: J.CrewLoyalty & SustainabilityTo here.Getting from here.
  13. 13. Sip, sip.Jiminy Cricket needs a chanceYoung consumers want to be better, but they need help. Millennials are seeking relationshipswith companies that will facilitate values. Breaking down the barriers of cost while engagingwith them on values will forge a shared purpose between brand and consumer that’s deeperand stronger than traditional approaches for building loyalty.Strategy:Proposition: Clothing to live by.Young people should feel good about their clothsJ Crew produces high quality, long-lasting clothing. Branding efforts should link the brand’sniche of high-end value with sustainability, giving Millennials permission to get what theywant without abandoning their values while helping them transition to early-middle age.Providing new motivations for purchaseFulfill desires to live responsibly.Support identity and carry personal meaning.Revolve around sharing and community. Client: J.CrewLoyalty & Sustainability
  14. 14. Client: J.CrewLoyalty & SustainabilityPossible Solutions: aka Dumb Planner IdeaJ Crew has multiple livesInsight: New clothing is expensive, and with limited resources Millennials are alwayslooking for ways to get more for less. Further, as they transition into early-middle age theirwardrobe needs are changing.Execution: A clothing exchange, or thrift shop, could be used to demonstrate the qualityand longevity J Crew’s products while actualizing core values of sustainability, authenticityand community.J Crew Timeless: A Thrift Shop Run by J Crew for J Crew CustomersSupporting actions- Customers invited to exchange old J Crew clothing for thrifted J Crew.- Qualifying used J Crew clothing earns credit towards new J Crew clothing.- On-site tailors available to repair and restore J Crew clothing at affordable rates.
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  16. 16. Client: Whole FoodsTaking Back OrganicGettingfrom hereBack tohereWhat’s the problem?As buying organic has moved into the mainstream, Whole Foods’leadership position in thehealth food category has becoming increasingly threatened by major retailers like Walmartand Kroger offering organic products at lower prices. Whole Foods costs more because itoffers superior products, however, few consumers understand, or believe, that there is animportant difference.Who are we talking to?Health conscious shoppers who primarily purchase organic foods.Relevant Background:The term organic has become watered down. Even products labeled “certified organic”are not required to follow any strict requirements. Thus, just because something is labeledorganic doesn’t mean that it meets the high standards that Whole Foods requires.What do we need to do?1) Reassert Whole Foods’leadership position in the health food category.2) Lift the category by activating consumers to demand really real organic.
  17. 17. Sip, sip.What’s the market insight?Health conscious shoppers are driven by a desire to be better.Health conscious shoppers are willing to spend more money, and more time thinking abouthow they can live better lives. Beyond the grocery store aisles they make an effort to drinkenough water, exercise regularly, and watch less television. The believe that many smallgood things can add up over time.Proposition:Wholesome details matter.What should they think/feel?Shoppers should feel skeptical of claims made by other stores regarding the quality of theirorganic products. With the proper information, they should reevaluate the cost vs. value ofWhole Foods products and reaffirm their trust in the brand.Reason to believe:Whole Foods helped bring organic food into the mainstream and the brand holds significantcredibility among many consumers regarding issues of heath.Tone:Whole Foods is looking to make a bold statement, the gloves are off and they’re comingout swinging to lift the category.Client: Whole FoodsTaking Back Organic
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  20. 20. Recommendations Available Upon RequestJason Potteiger603.440.8070 - - @JPotteigerwww.thelanguageofbrands.tumblr.comTRAINING Suffolk University Boston, MAHonors Program Scholar, full scholarship recipientB.S. in Advertising, B.S. in Political Science; Minor in Public RelationsGROWTH Penn Schoen & Berland Associates Senior Analyst: New York, NY (February 2013 – Present)Senior AnalystWork with raw data to uncover consumer insights and inform business decisions. Develop and testmessages for advertising and public relations campaigns. Support the design and execution of bespokeresearch programs to define business problems, identify opportunities and guide marketing strategy.DAPA Research, Inc. Political Polling: Boston, MA (May 2010 – January 2013)Research StrategistConsulted on successful campaigns for all 2010 / 2012 political clients concurrent with on-siteintegration at Suffolk University’s Political Research Center for two election cycles. Directed projectsfor corporate and political clients from conception through strategy development. Promoted researchfindings for clients via press releases, targeted pitches, blogging and social media.Communispace Corp. Consumer Insights: Boston, MA (November 2011 – June 2012)Assistant ConsultantWorked hands-on alongside leadership realigning the company’s mission and deliverables with thechanging business ecosystem. Touched emerging business streams of consumer co-creation,community ethnography. Responsible for educating client teams during kick-off via composing andpresenting ‘new business roundtables’ and the curation of a company-wide best practices database.Mullen Advertising: Boston, MA (September 2009 – May 2010)Account Planning InternSupported new business pitches including Jet Blue and Martha Stuart Crafts with briefs on industrytrends, consumer attitudes. Authored a widely-used report on 2010 market trends.PR/ Social Influence Group InternParticipated in the development of an integrated marketing plan for Olympus America. Contributedsupport for a successful new business pitch of Century 21 Realtors via desk research.New England Healthcare Institute Health Care Policy: Cambridge, MA (July 2008 – January 2009)Communications InternGrew organization’s media presence, engaged donors via newsletters and promotional research briefs.SKILLS Experience with IMS Clear Decisions; Cision; Adobe CS5: Photoshop, InDesign & Captivate;Microsoft Office 2011 and Microsoft SharePoint; Experienced with multiple social media platforms.BUILDS Mercury Point Research Political Polling Company: Principal (September 2010 – January 2013)Consulted for established pollsters and worked with our own clients providing high-quality publicopinion data and analysis to inform long-term strategic objectives, policy decisions, tactical actions.The Next Great Generation Online Magazine: Co-Founder/ Writer (November 2009 – June 2012)Helped grow this online magazine about Gen Y, incubated by Mullen, from an idea into a successful,nationwide publication via crowdsourcing content and community management.PRIDE FutureM: Selected for 20/20 Series to speak on the evolution of brands in the digital age (Oct 2012)Debate Team: Awarded for impromptu and informative speaking (May 2009)Honors Council: Founding member and first president of Honors student government (Sep 2006)Boy Scouts of America: Earned Eagle Scout award (Aug 2004)