Juyeon Lee Marketing Portfolio

Capturing and Presenting Information is an Art.

Today, data is collected online on a real-time basis, thanks to the ongoing innovation in technology.

Using data in a way that most effectively serves its purpose, however, cannot be replaced by technology
since it involves a course of human activities that require insights and determination.

The activities are:
 Constructing and managing a database system that facilitates data collaboration and manipulation,

 Capturing meaningful information from raw data through both qualitative and quantitative analyses, and

 Presenting information to support decision making.

This portfolio begins with a complete project, Ad Specialty Imports Project,
which involves the entire process from constructing a database to presenting information.

The rest of the portfolio presents additional visual presentations including
MS Publisher marketing materials and MS PowerPoint presentations.

Hope you enjoy the Art.

July 2011
Juyeon Juju Lee
Juyeon Lee Portfolio Page 2

Ad Specialty Imports Project 4
Constructing and Managing Database 5
Capturing Information through Data Analysis 7
Presenting Information 9

MS Publisher Marketing Materials: For On Sale Promos 10
Capabilities Statement 11
Guerrilla Marketing Flyer 12

MS PowerPoint Presentations 13
Southwest Airlines: Strategy &Balanced Score Card 14
Google: Nexus One 18


Launched in May 2010,
Ad Specialty Imports (ASI) is a start-up promotional product importer/supplier.

This project is a test marketing study conducted to design ASI’s positioning strategy
by analyzing its two-month leads & sales generation performance.


DESCRIPTIOIN At ASI, a huge volume of data - quote requests from customers - is collected on a daily basis. The data is processed
through a course of business activities including qualification, input, collaboration, output, and update in order to deliver
quotes to the customers. To better manage data throughout the quote process and also to efficiently extract data for
analysis, it is critical to have a strategically designed database system.

DATABASE CONSTRUCTION AND MANAGEMENT PROCESS DESIGN
 Identify business activities that generate leads and sales data and the operational process of the activities.
 Identify all data types including critical data that are factors determining the quality of leads and sales.
 Create a set of database templates based on the types identified above.
 Specify steps for entering and syncing data across different database templates to ensure collaborative power of database.

DATA FLOW DIAGRAM FOR DATABASE CONSTRUCTION


CROSS FUNCTIONAL FLOWCHART FOR DATABASE MANAGEMENT


DESCRIPTIOIN To transform raw data into meaningful information, it is required to run appropriate analysis tests. In this project, two
different analysis approaches, descriptive and analytic tests, were used.

DATA ANALYSIS TOOL SPSS (Statistical Package for the Social Science)
DATA ANALYSIS PROCESS DESIGN
 Identify the purpose of data analysis.
 Conduct descriptive tests.
 Identify decision problems to be answered through analytic tests and formulate specific analytic test questions.
 Run analytic tests and assess the test results.

DATA ANALYSIS PROCESS DIAGRAM


DATA ANALYSIS FLOWCHART


DESCRIPTIOIN Information obtained through data analyses needs to be utilized to serve its purpose. In this project, the key information
obtained from the analyses was the factors that influenced customers’ purchasing decisions and that led to sale or no
sale. This information was used to establish ASI’s positioning strategies, and the strategies were transformed into ASI’s
promotional material in the form of Customers’ Guide.

PRESENTATION: CUSTOMERS’ GUIDE

1 2 3 4

1 Cover Page
2 Page 2: Differences of ASI from its competitors
3 Page 3: ASI value chain and value propositions
4 Page 4: Step-by-step guide to working with ASI


Established in September 2004,
On Sale Promos (OSP) is a fast-growing distributor
of the US promotional product industry.

To keep up with the fast-paced growth of the company
and also with the rapidly changing market environment,
the company has to continuously explore new marketing opportunities
and create new marketing materials to capture those opportunities.

This portfolio features two of the OSP’s marketing materials.


DESCRIPTIOIN Capabilities Statement is a marketing material exclusively used for government contract procurement. Marketing in the
public sector and the private sector are different in that the information they seek about their potential business partners
is different. To effectively market into the government contract market, this capabilities statement was created focusing
on the following:
 Organized presentation of information helping the reviewers of this document easily spot what they want to see.
 While making the presentation as simple as possible not to go against the norm, make the best use of images and color
schemes that are unique to OSP.
 Include a catch phrase that sets apart OSP from its competitors who are also on the government suppliers list.

PRESENTATION 1 2

1 Page 1: Presentation of information on company,
business certification, capabilities, and value proposi-
tions
2 Page 2: Presentation of information on the relevant
procurement code numbers and past performances


DESCRIPTIOIN OSP takes on occasional promotional campaigns, so called Guerrilla Marketing Campaigns, targeting specific segments of
it customer base. The goal of these guerrilla marketing activities is more than just generating additional sales. The guer-
rilla marketing piece featured in this portfolio was created focusing on meeting a set of goals listed below:
 To test-market a specific customer segment to assess their needs and price-elasticity for a specific product line.
 To draw customers’ attention back to OSP and re-initiate conversation with the customers.
 To validate and update customers’ contact information and also to re-assess their qualifications as an OSP customer.

PRESENTATION

1 2

1 Flyer: Eye-catching presentation of information
on the specific deal that this flyer is promoting
2 Order Form: User-friendly design with focus on
capturing additional information that is currently
missing in OSP’s databases


What PowerPoint Presentation is not:
Graphic design, animation, term paper.

What PowerPoint Presentation is:
Visual tool that adds powerful edge to the points
that you are making in your presentation
just like the name describes itself.

This portfolio features two of the PowerPoint presentations
that were created for academic purposes.


DESCRIPTIOIN Firm Strategy Analysis Presentation for the Fall 2010 course, Accounting and Control
at the George Washington University School of Business, Washington, DC

FOCUS OF PRESENTATION
 Use of the right color scheme, shapes, and graphs that best represent the subject and object of the project
 Use of visual tools that help deliver complicated theoretical concepts effectively

PRESENTATION IN ESSENCE

2-3 Use of Table and Flow Diagram: Southwest Airlines is well known for 1 2 3
its low price strategy. In this presentation, the strategy is explained
1 Title Page: Use of color scheme and through application of Balanced Scorecard concept. Balanced Scorecard
descriptive images which best characterize concept is a bottom-up approach to establishing performance objectives
the object company of the presentation, and evaluating actual performance. To help the audience follow the pres-
Southwest Airlines entation more effectively, the content in these slides are designed to flow
from bottom to top.


4-7 Use of Interactive Bubble Chart: In evaluating Southwest Airlines’ performance,
its competitive market position relative to other major airlines is considered.
Slide 4 and 5 are airlines’ positions by the end of 2009.
Slide 4 first shows where Southwest Airlines is positioned in terms of its cost structure
(x-axis), quality (y-axis) and revenue (volume).
↓
Slide 5 reveals whether Southwest Airlines is more or less competitively positioned in
the market by showing other airlines’ competitive market positions.
↓
Slide 6 and 7 are airlines’ anticipated positions by the end of 2010.
4 5 6
In Side 6, Southwest Airlines’ position is adjusted with improvement in all three
dimensions thanks to the expected positive effects of its Air Tran acquisition. 7
↓
Side 7, however, shows other airlines’ corresponding moves which could pose threats
to Southwest Airlines.


PRESENTATION IN FULL


DESCRIPTIOIN Marketing Plan project for the Spring 2010 MBA core course, Marketing 2
at the George Washington University School of Business, Washington, DC
The occasion was that the marketing team at Google is presenting the marketing plan for the new Google Phone, Nexus
One, to Google Executives.

FOCUS OF PRESENTATION
 Slide designs using images and color scheme that best represent the company and product
 Use of visualized and interactive contents to more effectively deliver information and to stimulate interests by the audience

PRESENTATION IN ESSENCE

1 360-Degree Image Shots: Each image shot is auto- 1
timed creating the effect that the phone is turning 360-
degree on the screen. This is to provide the audience 2
with a chance to see the product from all perspectives for
the first time while giving them a brief introduction of the
presentation.
2 Slide Transition: Create the effect of online presentation by using
Google Search Bar, mouse clicks, action buttons and sound effects when
switching slides.


3 Use of Less Contents on Slides: This set of slides is to provide a brief overview of
environmental factors that have been taken into account when formulating the marketing plan for
Nexus One. Since it is an overview, there is no need to present all information on one page and
confuse the audience. Therefore, it simply provides the framework used for the analysis in the
form of 4 quadrants and pops up a separate window from each quadrant when the presenter
mentions related information.
4 Use of Graphs: This set of slides is presenting the criteria for market segmentation. The key
information is the three text boxes of criteria listed on the left end of the slides. When a presenter
explains each criterion, the relevant text box is highlighted, and accompanying graphs appear on
the screen to help the audience understand the reasoning behind selecting the certain factors as
criteria for market segmentation.

4
3


5-8 Use of Visual Aids: This set of slides is to provide the audience with information
on the product specifications. Instead of providing measures in words and numbers,
visual aids were used.

Slide 5: Product Images from different angles
Slide 6: Product Size
Slide 7: Product Thickness
Slide 8: Product Weight

5
6 7 8


PRESENTATION IN FULL


Jylee.juju@gmail.com
www.linkedin.com/in/juyeonjujulee


Juyeon Lee Marketing Portfolio

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