NC Portfolio


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NC Portfolio

  3. 3. ABOUTME I’m passionate about creating. Creating connections, creating relationships, creating brand promises. And in my spare time, I create decadent meals. I’m hungry. But not only for the apple pie I just took out of the oven. I’m hungry to learn. I believe everything I do, hear and see is an opportunity to learn. I’m infatuated with the world around me. As I navigate my way through life, I observe people to discover insights into the way they act, interact and react. I approach planning as a combination of science and intuition. I combine my creative and analytical skills to incorporate experiences, observations and conversations into the work I create. A born researcher, I question everything. I use my intuition to make decisions, and I approach each brief as a new challenge. There is no recipe for creating great advertising. Every brand is different. One may need a dash of salt, but another may be fine without. It’s up to me, as the planner, to use my palate to find out. 4
  4. 4. This portfolio contains three case studies of campaigns createdat Miami Ad School during the 2012 Account Planning BootCamp. The campaigns are products of collaboration with twoseparate teams of account planners, copywriters and artdirectors.Every business problem in this portfolio is unique, so I executeda different problem-solving approach to each case, accordingly.Some insights were found when studying target audiences whileothers were discovered when analyzing relationships betweenbrands and their consumers.I believe my flexible investigative approach is conducive toimaginative strategic planning.See for yourself. PREFACE 5
  5. 5. UNDERSTANDING CONSUMERS Nicole Cestaro, Account PlannerBreAnn Desecere, Account Planner Hector Bauza, Copywriter Chris Nash, Art Director
  6. 6. TGI FRIDAY’S CHALLENGEKnown for its obnoxious flair, Tasked with repositioning TGI Friday’s as the antithesis of the standard family dining restaurant, we were challengedrandom assortment of to undo the last 30 years of TGI Friday’s history.memorabilia hanging from thewalls and famed parody in the INSIGHTmovie Office Space, TGI Sixty-one percent of the Boomer population report thatFriday’s was the butt of many they feel younger than their actual age.* Even as theyjokes. Founded in 1965 as a grow older, they feel young. To them, age is just atrendy singles bar for 20- number, not a lifestyle.somethings, TGI Friday’sdevolved into a cheesy, boringfamily restaurant filled withcrying babies and sleepy oldpeople. In doing so, TGIFriday’s became one of manyindistinguishable players in thecasual dining category, a farcry from it’s bar roots. * Pew Research Center, 2011 6
  7. 7. TARGET Jovial PerennialsBetween the ages of 50-60, these men and women remember the opening of TGI Friday’s in 1965.They visit casual dining restaurants over 20 times per year, and 30% of Boomers already visit TGIFriday’s locations.* Unlike Millennials who have their go-to bar and are unwilling to relocate, Boomersare looking for a comfortable atmosphere to dine and drink. Boomers are in the second wind of theirlives, and although society attempts to relegate them to Early Bird specials and Friday nights on thesofa, they are socially active, adventurous and looking for new life experiences. They strive to avoid"being old" by remaining engaged with what is new and vital. *Tracker, 2011 STRATEGYTGI Friday’s is a fountain of youth for Boomers. Contrary to the typical casual dining experience, TGIFriday’s allows Boomers to act the age they feel.CREATIVE STRATEGY Stay True to YouTGI Friday’s is the place where you can stay true to the “inner you.” Boomers don’t picturethemselves as boring old people but rather as the vibrant, adventurous individuals that they areinside—that they always have been. TGI Friday’s will remind Boomers of the people they are, thenand now. 7
  8. 8. Print executions featuring Boomers, past and present, would encourage our target to alwaysembrace their inner-selves. “We all have a past. The important thing is not to dwell on it butto embrace it. Here at TGI Friday’s, we toast to that. Always remember, Stay true to you.” 8
  9. 9. UNDERSTANDING MINDSETS Nicole Cestaro, Account PlannerKenneth Kebaara, Account Planner Justin Lee, Copywriter Kyra Wehby, Art Director 9
  10. 10. FDA: Tobacco CHALLENGETobacco use is the leading Teenagers are faced with the choice of “to smoke or notpreventable cause of disease, to smoke” every day. Their friends taunt them with thedisability and death in the proposition of being cool, their guts tell them it’s the only way to fit in and their rebellious undertones rise to theUnited States, and more than surface. With so many arrows pointing to “smoke,” the400,000 deaths are caused thought of preventing tobacco use amongst teenagersby tobacco use each year. seemed ideal if not far-fetched.Tobacco use is almost alwaysinitiated and established during INSIGHTadolescence. In fact, more Although they know smoking is bad for their health,than 80 percent of adult teenagers don’t consider the future ramifications of theirsmokers began smoking before actions when they decide to smoke their first cigarette.age 18. It is the goal of theFood and Drug Administration,therefore, to reduce theenormous toll of illness anddeath caused by tobaccoproducts. 10
  11. 11. TARGET In-the-Moment Thrill SeekersThese adolescents between the ages of 13-17 are prone to quick-fix emotional rushes rather thanrational decision-making. They are vain by nature—they care about their physical appearance and howthey are seen and perceived by others. They are competitive in spirit, constantly comparingthemselves to their peers. To say something about themselves in the context of society, theyassociate with trendy brands and images. STRATEGYProvoking teenagers with the fear of the future is not enough. Teenagers are guilty of “delaydiscounting,” meaning they care more about now than they do 5, 10 or 20 years down the road. Inorder to prevent them from beginning to smoke, we would counter the urge to satisfy the immediateimpulse by rewarding them with the currency of now.CREATIVE STRATEGY 10 Minute EpicWith every cigarette smoked, precious time is wasted. Every cigarette takes 10 minutes off of anindividual’s life, and each of those minutes is significant. But imagine what you could do with those10 minutes. Every minute is meaningful, so what if those 10 minutes were the best of your life? 11
  12. 12. Print advertisements would feature two grand prizes for the 10 Minute Epiccompetition, and a YouTube channel would serve as the landing page for thecampaign where teenagers could post their video submissions. 12
  13. 13. UNDERSTANDING RELATIONSHIPS Nicole Cestaro, Account Planner BreAnn Desecere, Account Planner Hector Bauza, Copywriter Chris Nash, Art Director 13
  14. 14. NETFLIX CHALLENGENetflix was riding high entering Our task was to restore brand reputation and value,2011. Having pioneered the create customer loyalty and restore confidence in WallDVD-by-mail business and Street following Netflix’s self-inflicted controversy. The battered company, whose stock plummeted and 800,000introduced Internet streaming, subscribers cancelled, would need more than an apologyNetflix changed the way to rebound from a legitimate communications crisis.Americans consumed televisionand movies. However, Netflixangered customers in July INSIGHTwhen it increased the price of Netflix users felt like scorned lovers. Netflix broke theirits streaming and DVD services trust and essentially ended their longstanding relationshipin an attempt to raise funds to with the news of the corporate shake-up. Consumers hadlicense more streaming seen Netflix as their “other half”, but their feelings quicklycontent. Subsequently, Netflix changed, leaving them bitter and resentful. However, there was a great opportunity for Netflix. According toannounced it would split its consumer voices on public forums and social mediatwo services into individual groups, those who cancelled their Netflix subscriptionscompanies. missed their once-adored service. 14
  15. 15. TARGET Scorned Media BuffsThese one-time loyalists were ambassadors and recommended Netflix to those in their social circlesbefore the unfortunate events of 2011. Because they were displeased with the way they weretreated, they cancelled their subscriptions in an act of protest. They once watched an average of 33hours of streaming television and movies per month, and they were itching to get the service back.By capturing this disenfranchised group and restoring their attitude towards the brand, we wereconfident they would return to positively recommending the brand and attract a large loyal audience. STRATEGYAfter a break-up, lovers often question their decisions and contemplate getting back together. Theyoften wonder “what if?” Our strategy was to demonstrate that Netflix had changed, and it wasworthy of another shot at love. Netflix would remind its exes of what they once loved about theservice, give them a make-up gift and encourage them to give the relationship another try. CREATIVE STRATEGY Baby, Come BackIt takes more than an “I’m sorry” to win back an ex. You need to remind her of your best qualities,reminisce with her about the good times and, more often than not, wow her with a present. Not onlywould Netflix reiterate its incomparable features, it would offer a new innovative platform to enticethose who dumped the service. 15
  16. 16. Recognizing that advertising alone could not fix the brand problem, we createdBuzzHub, a social platform that would make Netflix more interactive and personable. 16
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  18. 18. EDUCATION EXPERIENCEUniversity of North Carolina at Chapel Hill DeSantis Breindel, New York, NYB.A. in Journalism and Mass Communication Associate Account DirectorAdvertising Sequence June 2011-November 2011Miami Ad School McKinney, Durham, NCCertificate in Account Planning Account Management InternSKILLS January 2011-April 2011Proficient in Iconoculture, Drupal, Expression McKinney, Durham, NCEngine, Wordpress, Social Media, Primary and Account Planning InternSecondary Research September 2010-December 2010REFERENCES Fox Sports, Atlanta, GAHoward Breindel, Partner at DeSantis Breindel Marketing and On-Air Presentation May 2010-August 2010(212)994-7680 CBS Radio, Charlotte, NCDrew Guiteras, Account Planner at McKinney Marketing and Promotions May 2009-August 2009 RESUMÉ(919)313-0802 18