Advertising Communication Graduate

1. Hayat Jokhdar
Advertising Communication
Jeddah College of Advertising
University of Business and Technology

2. “Creative without strategy is called 'art.'
Creative with strategy is called 'advertising’.”
- Jef I. Richards

3. Table of Content
Resume
Autobiography
Project 1: Media Plan
Project 2: Al-Zagzoog (Whirlpool)
Project 3: Communication Strategy
Project 4: Brand Storytelling

4. Resume
Hayat Osama Jokhdar
P. O. Box 140060, Jeddah 21333, Kingdom of Saudi Arabia
Saudi Mobile: +966-500661234
E-mail: hayat@jokhdar.com
DOB: 13 Nov 1992
Objective
Passionate individual seeking a challenging position in a leading
organization where I can use my skills in my field.
Education
May2016: University of Business and Technology - Jeddah College of
Advertising - Bachelor in Advertising Communication.
May 2010: Child World High school – literature
Skills
Technology oriented.
Windows and Mac platform user.
Volunteer work
Volunteered at Coca Cola event in 2014.
Volunteered at Go Green event in 2014.

5. Certificate
Dec 2015: Completion certificate of a workshop from Edcom
Company.
Relevant courses in college
Understanding the Customer
Media Production
Digital Technologies for Marketing
Media Planning and Buying
Advertising Strategy Practice
Languages:
Arabic: Native.
English: Fluent in both speaking and writing.
References
Mrs. Maram Al-Sehli, Lecturer and Head of Advertising
Communication Department at Jeddah College of Advertising,
UBT.
E-mail: m.alsehli@ubt.edu.sa

6. Autobiography
Oh yeah my name is Hayat Jokhdar I started first majoring in Business but that wasn’t me at all. I
can’t imagine myself sitting behind a desk all day in front of a computer. I want a challenging work
environment, dealing with clients, deadlines on a project to challenge myself at work. That’s why
advertising describes me specially Advertising Communication. I believe that advertising is a
nonstop knowledge, the more you live with updated technology the more creative ideas in
advertising will pop up in your mind.

7. Project: Media Plan
Class: Media Planning and Buying 2
Instructor: Bandar Mominah
Semester: Fall 2015

8. Get the Saudi population.
To know about the VAT awareness campaign.
By creating a media scheduling plan for 2 months.

9. What is VAT?
VAT stand to Value Added Tax, or General Sales Tax (GST). Broadly it is based consumption tax
assessed on the value added to goods and services. It applies to all goods and services that are
bought and sold for use or consumption in the Community (ec.europa.eu).
Campaign objective
VAT awareness
Target audience
Total adult population all KSA.
Campaign period
Feb-March 2016.
Media-type
Print and Digital Media

10. News paper selection, frequency and scheduling (why)?
Creative 1: What is VAT?
Will start on Sunday the second of Feb as a full page.
• Okaz
• Al-Riyadh
• AAA
• Al-Hayat
• Al-Watan
• Al-Youm
• Al-Madinah
• Saudi Gazette
• Arab News
Creative 1: What is VAT?
Creative 1 will run for 2 weeks.
• Okaz
• Al-Riyadh
• Al-Youm
• Saudi Gazette
• Arab News
Half Page
• AAA
Quartet Page

11. News paper selection, frequency and scheduling (why)?
Creative 2: Why VAT?
Will start from 16 Feb until the end of Feb, for 2 weeks.
• Al-Riyadh
• Al-Youm
• Saudi Gazette
• Arab News
Half Page
• AAA
• Al-Hayat
Quartet Page
News paper selection, frequency and scheduling (why)?
Creative 3: Which Products and Services included in the VAT plan.
Will start from Sunday the send of March until the end of the moth.
• Okaz
• Al-Riyadh
• Al-Youm
• Saudi Gazette
• Arab News
Half Page
• Al-Hayat
• AAA
• Al-Eqtisadiyah
Quartet Page

12. Magazine selection, frequency, and scheduling
(Why)?
Creative 1: What is VAT?
• Sayidati
• Laha
• Al-Rajol
Creative 2: Why VAT?
• Sayidati
• Laha
• Al-Rajol
Monthly magazines
Creative 1: What is VAT?
• Ahlan w Sahlan
Creative 3: Which Products and Services included
in the VAT plan.
• Platinum
Online selection, frequency, and scheduling (Why)?
• Tadawul
• Al-Eqtisadiyah
• Al- Arabiyah
• Googole Network
• Okaz
• AL-Riyadh
Creative 1: What is VAT?  Sunday the second of Feb
until the mid of Feb, for 2 weeks.
Creative 2: Why VAT?  Sunday the 16th of Feb
until the end of Feb, for 2 weeks.
Creative 3: Which Products and Services included
in the VAT plan  Sunday the second of March
until the end of March.
Impression

13. Email
5m Impression
Creative 1: What is VAT?  Sunday the second of Feb until the mid of Feb, for 2 weeks.
Creative 2: Why VAT?  Sunday the 16th of Feb until the end of Feb, for 2
weeks.
Creative 3: Which Products and Services included in the VAT plan  Sunday
the second of March until the end of March.
Total

14. Media Plan

15. Media plan

16. Project: Al-Zagzoog (Whirlpool)
Class: Advertising Strategy
Instructor: Abdullah Bankhar
Semester: Fall 2015
Group Project by:
Dareen Sabban
Hayat Jokhdar
Mawaddah Khayat

17. Get females from age 20 to 35.
To buy Whirlpool dishwasher 6 sence from Al-Zagzoog group.
By creating a promotional plan.

18. Project Type?
Promotional Campaign.
The Client, the Project and the Competition?
Whirlpool Dishwasher is one of Al-ZagZoog products. The
launching of the product "dishwasher" will be at the first
quarter of 2016. The 6-sense dishwasher includes sensor,
save power, energy, and water. As well as a full cycle of
washing and drying dishes in only one hour. The name of the
product is whirlpool six sense.
Product description:
• Water consumes. (LT) 10
• Upper rack, lower rack and cutlery basket
• Start delay option
• One-hour wash and dry
• Dimensions (height= 85, width= 59.7,
depth= 59)
The role of advertising “Objectives”
• To generate awarness intrest to the
product.
• To Increas sales.
Target market:
Primary
Females, age between 20 up to 35, B to A
social class, living in KSA.
Outgoing, busy life-style, workers, newly
married, and socially responsible.
Secondary
Males, age between 25 up to 45, B to A social
class, living in KSA. Workers, influenced by
their wives, and looking for comfort.

19. Marketing Strategy:
• Due to technologies demands, it became convenient,
smart and offer verity of values & benefits in one
product rather than buying different products. In
addition, it is time for Al-Zagzoog to start a
movement to present 6-sense dishwasher to have a
convenient lifestyle.
• An integrated campaign with the usual conventional
mediums, plus smart unconventional techniques to
differentiate and value the 6-sense dishwasher to
their competitors, as well as communicating the best
advantages and how it provides a convenient
lifestyle. In addition, to women’s busy lifestyle it is an
opportunity to introduce our product. So,
emphasizing how convenient, fast and multi tasking
the 6-sense dishwasher is the main message of the
campaign. Therefore, media plan will explain more.
Creative Concept:
• Due to the target audiences, which are young
Females or Newly Married Males, using celebrity
endorsement technique will catch consumers’
attention to our product and make them want to
know more about it.
• Not any influencer can fit with our concept. The
influencer should be using his/her social media
accounts to engage with their audience with their
daily life actions, involving them with their
decisions, and even talk about different topics
that are related to Saudi’s habits.
• Influencers such as Sultan Al-Abdulmohsen,
RanaAttofa, Dareen Al-Bayed, and Hatton Al-
Gadi…etc. As well as these influencers should be
either married/ engaged or sharing home
responsibilities with their parents (daughter helps
her mother to clean the kitchen for instance).

20. Main Idea:
• Involving one of these influencer male or female
and ask them to talk about the dishwasher
indirectly. How?
• They will discuss their issues they face on each
party they had, which is about cleaning the kitchen
and how much time and effort the process takes.
• Then, they find the solution to their problem and
that solution reduces the effort and the time
spending to clean the kitchen.
• Finally, the solution is 6-sense dishwasher and
advice their viewers to get one especially those
who are getting married soon.
Promotional Plan:
Phase1 (Pre Launching)
Social media buzz. The chosen celebrity
will present an issue that he/she had
after inviting 10+ friends. What can you
finish in your kitchen in one hour? The
main platform is Snapchat and the
supportive medias are Instagram and
twitter.

21. Media Recommendation:
Traditional:
• Magazine = Sayedaty & Laha
• Newspaper = Okaz& Al-Watan
• Outdoor = King Abdulaziz Road, Prince
Sultan Road, Al-Tahlia Street & Arrawda
Street.
Digital:
• GDN (Google Display Network)
• Twitter
• Instagram
• Snapchat
Phase 2
Launching
• After engaging people and looking at their
feedback, answering their questions, the
celebrity will announce that within one
hour they actually can clean all the
kitchen including washing and drying the
dishes. How? By using 6-sense
dishwasher.
• The chosen celebrity will post a poster of
the dishwasher on their social media
platform. As well as, GDN ads, and
promoted posters on Twitter and
Instagram. In addition, Magazine poster &
Newspaper including outdoor billboards.

22. Media Schedule
& Budget
Media Type Frequency Price
Magazine
Sayedaty
Laha
It is weekly Magazine, so 4 ads in
one month.
Total ads= 150,732SR
Laha= 64,940SR
Sayedaty= 85,792SR
Newspaper
Okaz
Al-watan
Total 20 quarter page ads during
one month. Okaz= 9 ads
Al-Watan= 11 ads
Total ads= 399,016SR
Okaz= 202,248SR
Al-Watan= 196,768SR
OOH
Mupi 120 face over 2 weeks 225,000SR
Digital
GDN
Twitter
Instagram
GDN/CPM= 0.375SR, Total views =
100,000,000
Instagram/CPC= 5SR Total views =
5000
Twitter/CPE= 15SR Total views =
2,500
Total Ads= 100,000SR
GDN= 37,500SR
Twitter= 37,500SR
Instagram=25,000SR
Influencer fee Hatton average rates = 5,000 + For Snapchat
Dareen average rates = 8,000 + For Snapchat
Estimated Total budget = 875,748SR

23. Project: Communication Strategy
Class: The Role of Advertising in Business 2
Instructor: Maha Ghani
Semester: Spring 2015

24. Get Qclato
To improve their advertisements to increase awareness
By creating marketing and communication strategy

25. About Qclato
• Qclato business is a local Italian chocolate store founded in
2013, by Rami shafi.
• Qclato provides variety of chocolate kinds
and stuffed chocolate.
• First of its kind in Jeddah & second in the kingdom.
• Located in al-kayal street, Rawdah dist.Goal.
Goal
To expand in the kingdom and Arab region.
Objectives
• To be number one in the chocolate industry in Jeddah.
• To meet our customers’ expectations and desire by
maintaining tasty and high quality chocolates.
• Building a loyal customer base and satisfaction.
• Increasing sales and profits.
Mission
To work effectively to improve the
quality and the taste, also to work
efficiently by delivering our orders
on time.
Vision
To be better than our competitors in
terms of taste, quality, design,
service.
Problem
Qclato is already an existing brand,
although it is very recent, it lacks of
awareness and has no marketing
strategy.

26. Positioning Map Competitive Advantage
Qclato's competitive advantage is that they have
innovative and elegant packaging, plus product
customization.
Marketing Objectives
• To be a market leader and grow market share by
5% within 5 years.
• To increase awareness of Qclato by 13% to 25%
by May 2016.
• To increase sales by 30% in the next 3 years.
Communication Objectives
• Develop brand awareness & image.
• Enhance purchase actions.
• Encourage repeat purchases.
• Increase sales.

27. Communication Strategy
• Qclato communication strategy applies
through above-the-line and below-the-line
promotion includes
• online advertising
• sales promotion
• social sponsorship
• public relation
Tatics
• Posters.
• online advertising.
• Sales promotions such as coupons and offers.
• Special product packages.
• Trade discounts to retailers.
• events and sponsorship programs.
Challenge
• Qclato store is having a lack of awareness, people don't
know about their existence.
• With the numerous number of chocolate stores in
Jeddah , it’s hard to compete with other competitors.
Solution
Creating and organizing an effective social media strategy
which means right content strategy
• To raise more awareness.
• Generate more sales.
• Offer reasons to convince them .
Making each post, video, and picture reach the highest
number of the target audience, and try to gain their favour.

28. Content Strategy
Eight types of content that we will be sharing with
our social media followers:
• picture of the orders
• Items from menu
• Links to Interesting Articles
• Special offers
• Contests and competitions
• Employees appreciation
• Interactive posts
• Videos
Media Plan / Content strategy:
• About facilitating conversations and
building relationships.
• Will build an awareness and image; by
promoting our chocolates and the special
offers.
• The goal of the content strategy attracting
new customers and keeping current
customers engaged.

29. Social Media
Why Facebook?
• Facebook is the best and the hugest
platform for social advertising.
• “Facebook is also a great place to
publicize websites, events, blogs or
any other activities of public interest.
” (Farhan Niazi, 2011).
Facebook link :
https://www.facebook.com/pages/Qclato/5
94049587389530
Why Twitter?
• Twitter is the second biggest social
platform after Facebook .
• It is considered as the word of
mouth for
a business.
• “Companies started to use it to
promote, connect and brand a
company” .
• Free advertising.

30. Instagram
• Instagram is the best platform to
businesses in order to turn the
customers into regulars.
• Restaurants is the best company for
advertising on Instagram .
• “It will help to drive traffic to your
business.”
Creative Brief
1. The objective
To build awareness and image of Qclato
2. The target market
Females and males, 22-40, who are sophisticated and have a
luxurious life.
3. The message theme
Emphasize on the fresh fruits and different types of flavors
made with the finest ingredients.
The innovative and elegant packaging.
4. The Support
Free delivery
5. The Constraint
copyright logo, telephone number, website address, legal
requirements of a coupon and what is meant by small serve.

31. Attributes Benefits Value
Organic Energy Excitement
Fresh Healthy Fun
Low fat Healthy Pleasure
Ingredients Good taste Happiness
Appeal
• Emotional appeal.
• To make customers engage with the
product and give in to the impulse to buy
Qclato's chocolate.
• Using emotions relating to the unique
luxurious experience for the consumers.
Executional Framework
Fantasy : to create a fantasy for the viewer
built around use of the product.
Sales Promotion
• Qclato sales promotions are mainly to persuade
customers to buy more.
• The most popular promotion is for big orders such
as weddings and special occasions.
• Any order above 4 Kg comes with free delivery to
your door, including Makkah and Al-Madinah.

32. Video Ad Concept

33. Project: Brand Storytelling
Class: Arabic Writing and
Editing Skills
Instructor: Nadine Jitan
Semester: Fall 2015

34. Get Bayti Sweets.
To build a customer relationship and to reflect the truth about Bayti Sweets.
By creating a brand storytelling.

35. About Bayti Sweets
Homemade cake, cupcake, jam, and healthy cake. Customers can
order the design they want. Bayti sweets is only in Jeddah.
Slogan
‫تذوقها‬ ‫تخبزها‬ ‫ترسمها‬
Target Audience
Female living in Jeddah. From the age 18 to 50.
Lifestyle  who cares about birthday cakes, who is interested about
eating healthy deserts, and for female to add some sweet cakes for a
gathering.

36. ‫كانت‬ ‫بيتي‬ ‫حلويات‬ ‫زمان‬‫بتحلم‬‫خارج‬ ‫و‬ ‫الفرن‬ ‫من‬ ‫خارجة‬ ‫الشوكوالتة‬ ‫بطعم‬ ‫ريحة‬ ‫بأحلى‬ ،‫كيكة‬ ‫أطعم‬ ‫بترسم‬ ‫هيا‬ ‫و‬
‫منها‬ ‫الدخان‬.‫حلمها‬ ‫حققت‬ ‫األيام‬ ‫من‬ ‫يوم‬ ‫في‬‫إللي‬‫زي‬ ‫مريلة‬ ‫خيطت‬ ‫و‬ ‫اللوحة‬ ‫في‬ ‫كان‬‫إللي‬‫رسمتها‬.‫بدأت‬ ‫هنا‬ ‫من‬
‫جاراتها‬ ‫من‬ ‫لها‬ ‫مشجعة‬ ‫بأول‬ ‫بيتي‬ ‫حلويات‬.‫أحست‬ ‫النقطة‬ ‫هذه‬ ‫فمن‬ ،‫فنية‬ ‫لوحة‬ ‫و‬ ‫طعم‬ ‫إلى‬ ‫مذاق‬ ‫من‬ ‫الكيك‬ ‫أتطور‬
‫بيتي‬ ‫لحلويات‬ ‫الموجهة‬ ‫اإليجابية‬ ‫التعليقات‬ ‫من‬ ‫النجاح‬ ‫بطعم‬ ‫بيتي‬ ‫حلويات‬.
‫ألمانيا‬ ‫رحلة‬ ‫بعد‬ ‫الحماس‬ ‫زاد‬ ‫و‬‫كيكات‬‫هناك‬ ‫كأنك‬ ‫مربات‬ ‫و‬ ‫بالفواكه‬ ‫صحية‬.
Story

37. “Doing business without advertising is like winking at a girl in
the dark. You know what you are doing, but nobody else does”
– Steuart Henderson Britt