Advertising Portfolio_6.14.11_Kristen Lindsay


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Advertising Portfolio_6.14.11_Kristen Lindsay

  1. 1. portfolio Kristen E. Lindsay • 303.601.2219 •
  2. 2. Education • University of Wisconsin-Madison. Madison, WI • Bachelor of Arts degree, graduated with Honors May 2011 • Major: Journalism with an emphasis in Strategic Communications; Certificate in Business Advertising and Marketing Experience Two Degrees Food. National. External Strategies Intern (January 2011-May 2011) • Developed new ideas to pitch at internal strategic planning meetings and aided in implementation of ideas • Managed Twitter, Facebook, and blog accounts to increase consumer engagement • Pitched stories to local media at 11 college campuses nationwide Student Spill. Madison, WI Web Master (December 2009-May 2011) • Built and managed an interactive website using Adobe Dreamweaver and Adobe Flash for Student Spill, a student-run organization of more than 200 members that is expanding to 15+ campuses nationwide Daily Cardinal Media Corporation. Madison, WI Advertising Account Executive (September 2009-May 2010) • Managed advertisements, insertions and advertising campaigns of more than 50 accounts at The Daily Cardinal, a daily student-run newspaper with a circulation of 10,000 competing with five local newspapers Ultimate Electronics. Denver, CO Advertising and Marketing Intern (June 2009-September 2009) • Assisted marketing department with advertising, coordinating events and promotions for 32 stores including four grand openings), tracking financials, and researching competitors Public Relations Experience Special Olympics Wisconsin. Madison, WI Public Relations Intern (November 2010-May 2011) • Wrote press releases, PSAs, and media advisories for State Games • Designed collateral for statewide distribution using Adobe InDesign, Adobe Photoshop, and Adobe Illustrator The Children’s Hospital. Aurora, CO Public Relations Intern (June 2010-September 2010) • Worked with local and national media in placing stories, generating coverage and writing press releases • Organized a sponsorship presence at the largest outdoor event for kids in Colorado and managed 16 volunteers at the event • Wrote and posted article abstracts for using a Content Management System Peeples Ink. Vail, CO Public Relations Intern (May 2008-August 2008) • Compiled relevant media contact lists and conducted research to promote 16 accounts • Wrote press releases and media pitches to promote clients resulting in one story being covered in a local newspaper, several local television stations, and a radio station Communications Leadership Experience Wisconsin Dance Marathon. Madison, WI Marketing Director (May 2010-May 2011) • Created and executed a comprehensive marketing campaign including promotional videos, posters and handouts using Adobe Photoshop, Adobe InDesign, Adobe Illustrator, and iMovie • Managed a marketing committee of 15 students Pi Beta Phi –Wisconsin Alpha Chapter. Madison, WI VP Communications (December 2008-December 2009) • Designed and updated a chapter website using a Content Management System • Managed marketing and public relations for the chapter’s philanthropies, events, and external relationships • Composed a monthly newsletter sent out to approximately 1,200 active members and alumnae K r i s t e n E . L i n d s a y • 303.601.2219 • 29248 Bolton Ct. Evergreen, CO 80439 project management
  3. 3. I. Worked on the Paciugo account, a local gelato shop. Secured full sponsorship for The Daily Cardinal’s Fall Favorites Issue. Paciugo recieved $1,233 worth of advertisements in The Daily Cardinal in return for the prizes they offered our readers. I worked with the owner of the shop to select an arrangement of advertisements that would best suit the business’ needs. Fall 2009 II. Managed a committee of 10 to ensure articles and pictures were submitted quarterly to the Pi Beta Phi national magazine, The Arrow. “Pi Beta Phi Relay For Life” By: Kathryn Schmidt (Initiated 2008) Everyone is affected by cancer; whether someone you know personally has suffered from it or whether you have changed the type of sugar you consume to avoid causing it, everyone has a link to the deadly and prevalent disease. Relay for Life offers people around the globe a chance to celebrate the lives of people who have battled cancer, remember loved ones lost, and fight back against the menace. Last spring, the Wisconsin Alpha Chapter of Pi Beta Phi participated in the University of Wisconsin Madison’s Relay for Life event. As captain of the Pi Phi team, I was responsible for creating and registering a team, coming up with creative ways to fundraise, and motivating the team throughout the all night event. Because cancer never sleeps, the participants of the Relay do not either, but instead, partake in a variety of activities throughout the night, while team members take turns circling around the track, ensuring that one representative is walking at all times. Relay for Life started small and over the years, has grown into a worldwide phenomenon. It began in 1985 when Dr. Gordy Klatt, a colorectal surgeon, spent twenty four hours, both walking and running, around a track, in efforts to raise money for the American Cancer Society. Each year, over 3.5 million people in 5,000 communities in the United States, along with additional communities in 20 other countries, take part in Relays to raise money and promote awareness. Pi Phi was more than happy to contribute to the cause. The Dads are Back in (Mad)town By Lindsey Labelle (Initiated 2008) In the words of the 1970s band, Thin Lizzy, “the boys are back in town”. Indeed, when the leaves change, the boys (or dads, rather) come back to Madtown for the annual Pi Beta Phi Dad’s weekend. Pi Phi dads from far and wide know it’s time to rally for a spectacular tailgate, football game, and bar crawl, but don’t be fooled by their friendly demeanor; this group means business when it comes to football and a night on the town. As their daughters sport cardinal red “Daddy’s Little Angels” track jackets and chanting Pi Phi anthems, it’s easy to see where that Pi Phi vivacity (and stunning good looks) come from. This year’s festival included a venture to Capital Square for a bar crawl at the Essen Haus, Great Dane, and ended the night on Lake Street at the Kollege Klub after slaughtering Michigan in football at Camp Randall Stadium. Though they may have never met, the dads banded together as if they were old college buddies, sharing countless laughs and old memories. Madison truly brings out the best in both friends and family; turning strangers into comrades, and strengthening that irreplaceable bond between father and daughter. Aside from the bonding, the tailgate was frenzy of facial trait recognitions, with plenty of comments such as, “Oh my gosh! You look just like your father” or “I can tell which daughter you belong to!” Given the copious amounts of spirit at the tailgate and football game, it appears as if Wisconsin is each and every dad’s Alma Matter. Despite their acclimation to Wisconsin culture, many dads hold other team affiliations, but somehow, the fumes from the grilled brats at the tailgate and the spirit of the Badger football fans encourage them to switch allegiances and cheer for each Wisconsin first down. My dad, a University of Minnesota graduate and a Gopher fan through and through, can’t help but admit he “totally should have gone to school here” each time he visits. Fall 2009
  4. 4. END Chalk lines Rocks Stop sign Crosswalk Cones START STATION 1 STATION 2 STATION 4 STATION 5 STATION 3 Bicycle Safety Course Layout: Station One: “Straight and Steady”: Instruct kids to keep their bicycle tires inbetween two narrowly drawn lines on the concrete. Station Two: “Hand Signals”: A poster at this station will show kids the hand signals for “left”, “right”, and “stop”. Tell the kids to use these hand signals throughout the rest of the course. Station Three: “Rock Dodge”: Kids must dodge the rocks on the course. Station Four: “Crosswalk”: Kids must stop and look both ways to yield for pedestrians. Station Five: “Cones”: Instruct kids to zig-zag their way around the cones and then come to a stop at the end of the course. July 2010 III. Organized and executed a sponsorship presence at KidSpree for The Children’s Hospital and managed 16 volunteers at the event. Colorado’s Largest Outdoor Festival Just for Kids! • 303-326-8FUN Saturday & sunday 10 a.m. to 5 p.m. BICENTENNIAL PARK 13655 E. Alameda Avenue (Alameda and Potomac, just west of I-225) free admission 15th Annual Park in the southwest lot at Town Center at Aurora to catch the free shuttle
  5. 5. campaignbooks& research projects CompanyNameCompanyWebsitePromotionNamePromotionDetailsOtherNotes BestBuywww.BestBuy.comDealoftheDay-Offersspecialdealsonitemsandbundlesofitems -Onlyonedealperday -Dealappliesonlineonly:cannotbeusedinstores -Customershave24hourstoact -Dealstartsat12:00a.m.andendat11:59p.m.the sameday. -Nocouponsaccepted. -Offerissubjecttochangewithoutnotice. -Noexchangesorrefundsaccepted. -Vendorsseemtobesponsoring somedeals:Sonyhighlightedoften -DealsareadvertisedontheBest Buywebsitehomepage -Mostlyhigh-ticketelectronicitemsat morethan30%off -Occasionalbundleswithless expensiveelectronicsoraccessories Searswww.Sears.comDealoftheDay-Offersmultipleitemsperdayinmanydifferent productcategories -Dealappliesonlineonly:cannotbeusedinstores -Customershave24hourstoact -Dealstartsat12:00a.m.andendat11:59p.m.the sameday. -Nocouponsaccepted. -Offerissubjecttochangewithoutnotice. -Noexchangesorrefundsaccepted. -Discountsarelesssignificant,but moreareofferedeachday -DealsareadvertisedontheSears websitehomepageaswellasin emailblaststosubscribers DailyDeals-Offersonemainitemandseveralsmaller“side deals” -Availableonlineonly -Dealexpiresatmidnightonthedayofthedeal -Offersfreeshippingforalldeals -Limitscustomerstofiveitemspercustomer -Nocouponsaccepted. -Offerissubjecttochangewithoutnotice. -Noexchangesorrefundsaccepted. -Dealsrangeinproductcategory eachdaytoincreasethelikelihood thatthereisadealthatisappealing toanyoneconsumer -DailyDealshavetheirownwebsite andareadvertisedontheTarget websitehomepageandinemail blaststosubscribers Walmartwww.Walmart.comValueoftheDay-Websitefeaturesonemaindealitemandseveral otheritemsthatare“greatvalue” -Availableonlineandinstores -Dealexpiresatmidnightonthedayofthedeal -Nocouponsaccepted. -Offerissubjecttochangewithoutnotice. -Noexchangesorrefundsaccepted. -Dealsaremostlylargeticketitems withdiscountsofupto40%off -AdvertisedontheWalmart homepage -LinksundertheValueoftheDay linktootherstorecategoriestodrive consumersfromtheValueoftheDay totherestofthewebsite I. Conducted competitive analysis for Ultimate Electronics regarding Daily Deals. Compiled competitors’ ads weekly. July 2009
  6. 6. IV. COMPETITIVE REVIEW Brand Share for Frozen Novelties US - May 2009 Company Brand Rolling 52 weeks ending February 24, 2008 Market Share Rolling 52 weeks ending February 22, 2009 Market Share % point change ($ million) (%) ($ million) (%) (2008-09) Nestlé S.A. Total 614 24 662 25.3 1.3 (Switzerland) NestlÈ Drumstick 140 5.5 141 5.4 -0.1 Dreyer's Edy's 93 3.6 132 5 1.4 The Skinny Cow 109 4.3 121 4.6 0.3 Häagen-Dazs 60 2.4 82 3.1 0.7 Unilever Total 577 22.6 564 21.5 -1.1 Klondike 125 4.9 117 4.5 -0.4 Popsicle 100 3.9 94 3.6 -0.3 Klondike Slim-A-Bear 54 2.1 59 2.3 0.2 Fudgsicle 52 2 54 2 0 Wells Dairy Total 274 10.7 298 11.4 0.7 Weight Watchers 157 6.2 181 6.9 0.7 Wells Blue Bunny 40 1.6 40 1.5 -0.1 Weight Watchers Smart Ones 19 0.7 24 0.9 0.2 Wells Blue Bunny Sweet Freedom 20 0.8 16 0.6 -0.2 Data may not equal totals due to rounding Source: Mintel/based on Information Resources, Inc. InfoScanÆ Reviewsô The Popsicle brand holds 3.6 percent of the frozen novelties market share, which is almost 17 percent of Unilever’s market share. Nestle S.A. holds 3.8 percent more of the market share for frozen novelties than Unilever. Wells Dairy falls behind Unilever by 10.1 percent of the market share, making them a less significant competitor in the market. Therefore, Nestle and Unilever’s frozen novelty brands stand as the market leaders. I. INDUSTRY REVIEW The frozen foods market is extremely successful, and in 2014, it is projected that frozen food shipments will increase to $85.5 billion. The frozen food market thrives because there is a huge consumer demand for convenience-oriented products that simplify or reduce time spent on food preparation and cleanup. The ice cream and frozen novelty segment of the frozen food market includes hard and soft ice cream, hard and soft frozen yogurt, sherbet, sorbet, gelato and ice cream novelties. From 2004 to 2009 ice cream shipments declined due to the United States economic recession. The consumer views ice cream as an indulgence, and therefore is less likely to purchase such a product on a budget. In addition, a trend towards healthy eating lead to consumers avoiding ice cream products that contained high fat and sugar content. In 2009, ice cream shipments made up 9.6 percent of the $72.6 billion frozen food shipment market. Although ice cream shipments declined from 2004 to 2009, it is expectedthaticecreamwillexperiencethefastestrateofgrowth in 2014,increasing5.2percentperyear. Thisforecastisattributed to brand leaders targeting health-conscious consumers with new mini-sized novelties and low-fat, sugar free products. The frozen food market trends are now focused on providing consumes with healthy alternatives, while still maintaining taste. II. Interactive Digital Media Plan for Popsicle II. COMPANY, BRAND & PRODUCT REVIEW The Popsicle brand is an American Classic, with more than 30 creative variations of the original Popsicle product . Unilever, the owner of the Popsicle brand, maintains 21.8 percent of the frozen novelty segment of the frozen food market. Other frozen novelty brands the company owns include Breyers, Ben & Jerry’s, Good Humor, and Klondike. Unilever is able to command a greater market share then other frozen novelty companies because it offers consumers a wide range of products from several brands. The Popsicle brand stimulates childhood memories of traditional ice cream treats. The original Popsicle brand is the most kid-centric and light-hearted of Unilever’s product lines. In addition, Popsicle is viewed as a high-value product because of its low cost. Unilever has successfully made these “fun” products alsofallunderthecategoryof“better-for-youofferings”, helping parents feel good about offering there kids these treats. Popsicle has acknowledged the growing health concerns for kids, and has launched better-for- you options including sugar free, no sugar added, 100 calories, and popsicles made with juice and vitamin C. Character licensing and co-branding strategies are widely used by Popsicle, featuring Dora the Explorer andSuperHerosandotherkid-drivenbrandslikeJell-O and LifeSavers. However, the Popsicle brand has only has penetration into slightly more than a fourth of households;notsignifyingstrongbrandacceptance. V. SWOT ANALYSIS STRENGTHS • Healthy, pre-portioned/ pre-packaged (personal sized products) • Significant growth attributed to increased demand for portion-controlled products • Dominant market position • Efficient use of resources • Geographical diversification • Extensive regional and national brand portfolio WEAKNESSES • Declining operating margin • Unilever has a declining market share by 1.1 percent from 2008 to 2009 • Has not been able to achieve penetration in more that ¼ of households- no strong brand alliance for consumers OPPORTUNITIES • Growing demand in the snack department • Unilever strategic acquisitions • Huge potential in emerging children-catered health-food market • Brand trust among parents who grew up with brand—play off of nostalgia • Could advance its acceptance among the health-conscious by developing popsicles that could be used as a replacement for sports recovery drinks or energy- enhancing bars THREATS • Rising popularity of private labels • Highly competitive market (Nestle huge competitor, and leader in the industry) • Distinguishing Popsicle products as a brand from the word’s popular use in the English language as any frozen treat on a stick December 2010
  7. 7. Overall Plan Goal: For Two Degrees Food to be recognized nationally for its one-for-one movement, providing a great tasting bar that allows consumers to help fight malnutrition in Africa. Messages and Themes: Theme: “Is good. Does good.” Key Messages: • Two Degrees Food produces all natural, healthy, and tasty nutrition bars, that allow individuals to make an impact on the global issue of malnutrition while furthering healthy lifestyles on a daily basis. • On an individual level, Two Degrees helps consumers make a global difference in their everyday lives while doing good for themselves too. • “Broken down: You are eating for two.” • There are just two degrees of separation between you and a hungry child. • Revolutionary nutrition packs are 95% effective but only reach 3% of children in need. • For every nutrition bar a consumer buys we give a nutrition pack to a hungry child. A nutrition pack is a revolutionary treatment known as Ready-to-Use Food that has a 95% success rate in treating chronic and severe malnutrition. • Two Degrees Food is the connection between individuals in the U.S. and Africa. • Feed a hungry child by purchasing food that tastes good and does good for the global community. Opportunity Statement: Two Degrees Food recently launched their company in January 2011 in collaboration with Valid Nutrition and Partners in Health. They are a socially- responsible, environmentally-friendly and health-conscious company that produces a tasty nutritional snack. They stand out among the nutritional bar category by providing a one-for-one model, promising for every bar sold nationally a nutrition pack is given to a malnourished child in Malawi, Africa. Two Degrees has a unique opportunity to increase distribution of the revolutionary Nutrition Packs, which have a 95% success rate of treating malnutrition that only reach 3% of those in need. This new nutritional bar has a competitive advantage as it is a pioneer in this industry, tying their product to a worldwide cause, giving consumers a hassle-free way to contribute to the issue and make an impact. Two Degrees bars are currently sold on their easy-to-navigate website. The plan is to expand it into more reliable retail locations, making the bars more accessible to consumers. This one-for-one business model is sure to succeed given the right publicity to generate awareness and effectively target the key publics via word-of-mouth efforts. Given that Two Degrees is a brand new company, there is an opportunity to gain awareness of the unique pairing of the three great-tasting bar flavors and the mission to feed 200 million hungry children. Two Degrees states that by purchasing a bar, the consumer is “eating for two” providing a convenient way for consumers to eat healthy and contribute to a worldwide initiative. The company should pay special attention to its publicity efforts in the early stages of its launch to ensure reaching its goals and avoiding financial failure. Generating awareness is key to gain the trust of consumers and open the door to future sales. III. Complete Public Relations Plan for Two Degrees Food Situation Summary: Lauren Walters and Will Hauser teamed up to create a business plan that would combat world hunger while providing consumers with a tasty nutrition bar available in Apple Pecan, Cherry Almond, and Chocolate Peanut flavors. Two Degrees has decided to pair up with Valid Nutrition, which provides the revolutionary Nutrition Packs, and Partners in Health, which distributes the packs to malnourished children in Malawi. With the partnerships in place, Two Degrees launched their business model in January 2011 with a goal set to feed 200 million children in Third World countries. The company hopes to increase the number of children who have access to Nutrition Packs through consumers’ purchases of Two Degrees bars. The company primarily uses e-commerce to sell its product in 9-bar packages, requiring consumers to actively pursue the product instead of unexpectedly seeing the product at a retail location. The e-commerce model necessitates more brand involvement instead of an impulse purchase at a store. The 9-bar package also requires new consumers to commit to a bulk purchase before testing the product. While consumers may be hesitant to buy the bulk package, they have the opportunity to try all three flavors and incorporate the bars into their daily routine. Purchasing the product online also allows the consumer to buy the product in the convenience of their own homes without needing to go to a store. E-commerce also drives traffic to the website, where the consumer can read more about the company’s mission and the impact tied to the purchase of the product. Two Degrees can expand their efforts by generating awareness among target consumers and creating a word-of-mouth campaign to combat malnutrition in Africa through daily purchases of the bars. The opportunity to drive more consumers to the Two Degrees website will prompt sales and bring the company closer to their goal of making a difference in child malnourishment. Younger generations have taken an interest in social responsibility and by tying the product to this trend can both increase awareness of the brand and make the bars a “hip” snack. The company allows consumers to simultaneously snack on a delicious, healthy product while making a difference in a Third World country, knowing they are making a healthy decision for themselves and a child in need. Channel Strategy: Interactive Media Channels: Facebook This social networking medium directly attracts and engages our target. Facebook allows consumers to interact with the brand, as well as keep up to date with news, photos, videos and promotions of Two Degrees. Twitter Twitter allows Two Degrees to jump into the ongoing conversation of its consumers, and become a topic of conversation that followers can spread to their peers. This medium allows Two Degrees to get out news, updates and current efforts to millions and attract more consumer awareness of the brand and reason to get involved in their mission. Twitter also allows Two Degrees to speak directly to its consumers and demonstrate their care about the people who are contributing to their company. Blogs Using blogs that focus on global efforts and issues that parallel the Two Degrees mission will help alert more consumers of the nutrition bar brand, that are likely to take interest in the mission. Two Degrees can also use their own blog to continue to develop a space where employees can reach out to consumers to make the brand more transparent and personal. Media Channels Local and National Newspapers Local and national newspapers will widely reach our target and gain a large amount of awareness. Local newspapers will have a more personal approach to reaching our consumers, while national newspapers will reach a big region, fast. Targeted Magazines Targeted magazines have a unique point of view and content focus, which will integrate the Two Degrees brand name easily, and effectively reach our target market. May 2011
  8. 8. IV. Year-long Honors Thesis project focusing on Facebook May 2011 design projects
  9. 9. W isconsin Dance Marath on Memorial Union Great Hall February18-19 6p.m.-9a.m. Dance to make a difference! All profits benefit The American Family Children’s Hospital! Register at Fo r B u c k y ‘ s K i d sEmail us Follow us on Twitter! @WiscoDM The more money you raise, the better chance you have of winning great prizes like concert tickets, Bucks tickets, Brewers tickets, or a Global Eurail Pass! Mustraise$125toattend Will You To Make A Difference? You decide. Dance Who we are: Wisconsin Dance Marathon Visit our website at to get more information or email us at! What we do: Wisconsin DM raises money for The American Family Children’s Hospital in Madison by organizing a 15 hour event in February. Last year, we raised $80,433 For Bucky’s Kids (FBK)! When is it? The third annual Wisconsin DM is February 18 from 6 p.m to 9 a.m. in the Great Hall at The Memorial Union. Mark your calendars! Sign me up! Go to to learn how to register. To participate, each dancer must raise $125. It’s easy if you send out a few emails to family and friends - and it’s all For Bucky’s Kids! F B K January 2011 November 2010
  10. 10. THE WORLD IS WAITING The car that smiles back... ...becuase it’s having just as much fun as you are. There is nothing you can’t do while driving the smooth but tough Hummer H3. With 9.7 inches of ground clearance and a 3.7L engine, you can live your life with no boundaries. So just imagine the possibilities. Warning: you may receive jealous glares from friends and neighbors. But that’s the point, isn’t it? May 2010 December 2009 because
  11. 11. R e f e r e n c e s • K r i s t e n E . L i n d s a y Elizabeth Whitehead • The Children’s Hospital • Media Relations Specialist Phone: (720) 777-6388 Email: Elizabeth Costello • The Children’s Hospital • Writer in Strategy and External Affairs Phone: (720) 777-8767 Email: Kelly Kloepping • Special Olympics Wisconsin • Vice President Communications Phone: (608) 442-5662 Email: March 2010