The document provides a strategic planning portfolio from Janet Wang. It includes 4 case studies from her time at Miami Ad School exemplifying her ability to distill complex information into simple, significant points. The first case study aims to prevent teen tobacco use through a strategy of encouraging teens to share the awkwardness of their first cigarette experience to discourage further smoking. The second case study aims to protect and grow Netflix's subscriber base in 2012 by convincing older targets to retire with Netflix and relive good memories through movies and TV shows on the platform.

1. Janet Wang
Strategic Planning Portfolio

2. Neon (Ne)
Although a very common element in the universe,
it is rare on Earth.

3. a b o u t t h e b o o k
t a b l e o f c o n t e n t s
This is a compilation of work from my time at Miami Ad
my first time
one
School. Everything enclosed is the result of a team of
minds.
relive the good times
four
My teammates tell me that my strongest contribution is
my ability to funnel complex and seemingly discrepant
keeping ideas alive
seven
information into simple chunks, and highlight the
significant points.
s h e l t e r
ten
Enclosed are four case studies which exemplify this
about me
twelve
approach to problem solving.

4. m y f i r s t t i m e
c h a l l e n g e
Prevent teen tobacco use.
insight
The first cigarette is disgusting, and the experience,
uncomfortable.
s t r a t e g y
Encourage teens to be frank about the awkwardness
of their first cigarette experience so they will choose
to not do it again.
Account Planners: Janet Wang & Isabella Martinez
Copywriter: Sheska Ocasia
Art Director: Michelle Wallace
one

5. c h a l l e n g e
c o n t e x t
target
i n s i g h t
Tobacco use is the leading preventable Current and past campaigns focus on death, Who are current anti-smoking campaigns The first cigarette…
cause of disease, disability and death in aging, and weakness.
failing to affect?
“One usually very much dislikes his first
the U.S.
cigarette. Taste for cigarettes must be
If you smoke…
1, 2 Puff. I already tried a cigarette once
acquired slowly… ” – The Psychology of
Every year…
You will die.
or twice, but I’m not a habitual Everyday Living
More than 400,000 people die from
You will get old.
user.
tobacco use.
You are a victim.
+
The first cigarette is disgusting, and the
Each day…
DO NOT. Ever the defiant personality,
experience, uncomfortable.
3,450 kids try their first cigarette.
Death. Teens feel immortal. The concept of death
tell me NOT to do something
and I’ll do
850 kids become new regular, daily
is difficult to grasp.
it.
smokers.
+
Aging. Teens interpret getting old as growing up
Senior Status. I’m a high school senior.
Tobacco use is almost always established and maturing, which is attractive.
Research shows I am
during adolescence…
especially susceptible to
o p p o r t u n i t y
Weakness. Teens are likely to take this as a
tobacco use.
Prevent teen tobacco use.
challenge to their pride and respond
+
It takes more than 3-4 cigarettes to feel
with defiance to prove they are
Influencer Effect. I have younger siblings out of control over continued smoking. –
stronger than tobacco.
and friends who look
whyquit.com
up to me.
The more students were exposed to anti-smoking =
First time smoking does not equal habitual
s t r a t e g y
messages, the more inclined they were to smoke. Defiant high school senior who has tried 1 smoking.
–sciencedaily.com
or 2 cigarettes
When you prohibit an action, it becomes
more attractive. But if an action is an
option, it becomes less desirable.
+
First cigarette experience is gross and
awkward.
Encourage teens to be frank about the
awkwardness of their first cigarette
experience so they will choose to not do it
again.
First time smoking does NOT have to lead to habitual smoking
two

6. c r e a t I v e s t r a t e g y
My First Time – Many first time experiences
do not live up to their hype. In fact, most first
time experiences are awkward and
uncomfortable.
interactive
p r i n t a d
Audio - Monologue
describing the
youtube &
uneasy and
hulu ad
uncomfortable
nature of a first time
experience.
Collections of individual
teens speaking about the
s p o t i f y / m u s i c s i t e a d
awkwardness of their first
cigarette experiences.
t w i t t e r
three

7. r e l i v e t h e g o o d t i m e s
c h a l l e n g e
Protect and grow Netflix’s subscriber base in 2012.
insight
If life were a movie, age reflects the number of roles we’ve
played, lines we’ve said, and plots we’ve experienced.
s t r a t e g y
Convince our target to retire with Netflix and relive the good
times.
Account Planners: Janet Wang & James Stevens
Copywriter: Sheska Ocasia
Art Director: Kira Wehby
four

8. c h a l l e n g e
c o n t e x t
i n s i g h t
o p p o r t u n i t y
Public perception of Netflix was tainted by Only 4% of →
Movies and T.V. shows are a collective
an attempted division of the company’s Subscribers left
visual documentation of our lives: Real, Netflix Users:
DVD & streaming business segments, due to this incident
Advertising to imagined, and available for replay.
17%
Under 24
coupled with a price increase.
current or lapsed
48%
25-44
Restore Netflix’s brand reputation and Satisfaction of current →
customers is not If life were a movie, age reflects the 43%
35-54
share price, and thus market cap, to its customers is still high
an efficient use of number of roles we’ve played, lines we’ve 18%
55+
initial pre-crash levels.
Netflix’s said, and plots we’ve experienced.
Most recent Q4 →
marketing $
Only 18% of Netflix’s users are age 55+.
Protect and grow Netflix’s subscriber base financials show that
in 2012.
Netflix has already
Big Market. 30% of the population is 55+, and
Regained most of its
this will only increase.
U.S. customers.
An American turns 50 every 7
Netflix should take this opportunity to grow a new
seconds (AARP). Thus, 45% of
user base.
the population will be 55+ by
target
2015 (US Census).
But who?...
At or Near Retirement. Age 55 to 65
With Money. Households headed by adults
+
55-64 have a median net worth
Relatively Tech-Savvy. Have a smart
of 15 times that reported for
b r a n d s t r e n g t h s
phone and/or
adults under 35 (JWT).
comfortable with
Why would Netflix be a good match for this
email and internet
Likely to Adopt. Adults 55-63 use the internet
s t r a t e g y
audience?
surfing
on a regular basis. In fact
+
70% of them are online right now.
Convince our audience to retire with Netflix Largest Content Library
Have Free Time.
and relive the good times.
37% of moviegoers are 55+.
To serve the digital retiree who is in search of =
movies that span from youth to retirement,
being the leader in content breadth and depth Digital Retiree
is a massive advantage.
Easy to Use
Netflix is recognized for its user interface
experience. This is an easy adoption for Only 18% of Netflix users are age 55+
someone who is comfortable with, but not
specialized in, using current technology
five

9. c r e a t I v e s t r a t e g y
Relive the Good Times –
Encourage at home movie Movies and the
watching by reminding our target experience of movie
of the movies from their past that watching from
reflect the breadth and depth of moments in your k i n d l e a d
their memories and experiences.
past: remembering
that first date and 1.37% of Kindle
drive-ins with your users are age 55+
friends.
(Amazon.com)
d i r e c t m a i l e r
In the form of a vintage microphone that opens
p r i n t a d s
to a cozy living room movie watching setting.
Age 55+ are three times more likely Strong preference among age 55+ for printed
than the general public to read print mail. (ChiefMarketer.com)
six
newspapers. (MarketingCharts.com)

10. k e e p i n g i d e a s a l i v e
c h a l l e n g e
Help small businesses become more competitive.
insight
Behind every great entrepreneur was a great failure.
s t r a t e g y
Give entrepreneurs the confidence to continue taking risks.
Account Planners: Janet Wang & Isabella Martinez
Copywriter: Sheska Ocasia
Art Director: Michelle Wallace
seven

11. c h a l l e n g e
c o n t e x t
target
i n s i g h t
Small businesses are a significant component What are small businesses struggling with?
Some say that entrepreneurs are born, not The Journey of the new entrepreneur…
of the U.S. economy.
made that their DNA pre-disposes them to
Sales?
Consumer Confidence Index has certain traits…
EUREKA! Moment
More than half of U.S. sales and over half of
risen –Consumer Conference Board
You feel like God, drunk on the belief that
private sector jobs are attributable to small Novelty Seeking →
you have solved the world’s biggest
businesses.
Funding?
Access to credit ranks at the problem. The emotional high and
bottom of concerns..50% say they Accomplishment Driven → The Nascent adrenaline rush obstructs your ability to
Small businesses face several challenges:
do not want a loan –National
Entrepreneur
think critically.
Federation of Independent Business
(NFIB)
Confident →
↓ sales from the economic recession
Fairytale Begins…
↑, larger, and more distributed competitors
Competition with big business?
Small
business confidence rises
for the fourth You decide to go for it…
Access to limited funding
consecutive month -
NFIB
in the context of a society that idolizes the
Integrating new technologies, systems, and
o p p o r t u n i t y
entrepreneur and elevates him to celebrity
practices
However…
status: Steve Jobs, Mark Zuckerberg, and
No one talks about the many times Steve Jobs Donald Trump.
Help small businesses become more “90% of small enterprises fail within the first two
competitive.
years of operation.” -SBA
failed before he succeeded.
Reality Hits…
Help them pursue best practices, define “A frequent cause of bankruptcy is Entrepreneurs are victims of constant self Few, if any, entrepreneurs know what
metrics, and pull in more customers.
undercapitalization. This is often a result of poor doubt because they compare their behind the they’re doing the first time. What it takes to
planning rather than economic conditions” – scenes selves to everyone else’s center stage build a business is a complete contrast to
Small Business – The Art of the Start
performance.
coming up with the idea.
The struggle is in the start –
They need to be reminded that it takes failure to Behind every great entrepreneur was a great
s t r a t e g y
succeed.
failure.
Getting through the first few years,
Remove the taboo of failure and give building the base for a business that will last.
entrepreneurs the confidence to continue
taking risks.
It Takes Failure to Succeed
eight

12. c r e a t I v e s t r a t e g y
Keeping Ideas Alive – Connect new entrepreneurs
with seasoned entrepreneurs. Encourage
entrepreneurs to find refuge in each other.
In Their Offices - Reach the
c h a t t I n g
Nascent Entrepreneur in his/her
office, the coffee shop.
we incorporate a chatting
function that fosters
entrepreneur-to-
entrepreneur
conversations and
support. Discussions can
range from questions to
finding resources.
c o f f e e s l e e v e
Interactive Community -
Partner with the Small
b l o g p a r t n e r s h i p s
Business Bureau (SBA), an
already established
Feature blog posts by resource and community,
successful entrepreneurs who to improve resources for
have an established online blog new entrepreneurs. As
and following, such as Guy many new entrepreneurs
Kawasaki and Seth Godin.
begin their business ideas
online, we will focus on the
SBA.gov site,
nine

13. s h e l t e r
c h a l l e n g e
Develop a brand with the potential to change the world’s
lodging landscape.
insight
What is fundamental for one person is a luxury for another.
s t r a t e g y
Stay-One-House-One Model
Account Planners: Janet Wang & Isabella Martinez
ten

14. c h a l l e n g e
c o n t e x t
o p p o r t u n i t y
More and more consumers are interested in Green Travelers
i n s i g h t
72% of green travelers are willing to pay some
sustainable living for the planet and its people. level of price premium.
The hotel industry has been slow to address “While guests appreciate the importance of What is fundamental for one person is a
this trend.
conserving energy and resources, they feel luxury for another.
Who does quality & social impact well?
conflicted about paying for a hotel that requires
The International Hotel Group needs a flagship such sacrifices.”
In the context of the hospitality industry…
The Buy-One-Give-One business model has
green brand.
successfully achieved both business returns and
Self-Centered Consciousness:
social impact.
Develop a brand with the potential to change care about the environment, but care
the world’s lodging landscape and launch MORE about personal comfort.
Companies such as Toms Shoes have seen
thousands of hotels worldwide.
dramatic growth in a short period.
“54% of green travelers indicate that confusing
terminology is a factor in making it difficult to target
“Sold one million shoes within first 4 years”
c r e a t I v e s t r a t e g y
find environmentally friendly travel options”
Spread by word of mouth and strategic
Who values luxury quality and social partnerships.
Shelter - Everyone has the right to shelter, Understanding Their Impact:
impact?
Key components of success:
whether in the form of a home, a retreat, or a do not understand HOW their money is
refuge. Our hotel provides shelter to our guests helping the environment.
Practice what he/she preaches. Actively High-End and High Quality Product
and empowers them to provide shelter to made lifestyle changes.
$40-$80 shoes. Consumers buy because
others.
+
they like the product itself, regardless of the
Self-made, mid-income
social impact factor.
1.5 billion people in the world are homeless.
+
Partner with a pre-existing organization, like Live well, quality oriented
Clear Consumer Impact
Shelter the World, to operate the
+
With every pair purchased, TOMS gives a
s t r a t e g y
Travel for work & pleasure. 2 to 3 times per pair of new shoes to a child in need. No
Stay-One-House-One Model:
confusing jargon.
year and travelled to 2+ countries.
Whether our guest is in California for a business Stay-One-House-One Model:
+
trip or Brazil for vacation, he/she will directly Interested in ‘sustainability’. Environmental,
benefit the homeless community in that Look & feel of a high-end hotel, eco-friendly social, etc. & solving big world problems.
neighborhood.
elements of competing ‘green’ hotels, and the =
competitive advantage of a clear and visible
Other Partnerships:
consumer impact.
High-End Hippie
Airlines (Virgin)
Socially active celebrities (Leonardo
DiCaprio, Angelina Jolie, etc.)
Buy-One-Give-One Model
Social Media
Events
Mobile Applications
eleven

15. a b o u t m e
twelve

16. c o n t a c t m e
Strategy & Operations Consultant
in search of
415 . 937. 4288
Community Action for Rural Development.
Janet.DoubleU@gmail.com
Kenyan organization engaged in micro-
Opportunities to use my love for absorbing and enterprise bee-keeping initiative.
Account Planning Boot Camp
synthesizing seemingly discrepant information 6. 2007 to 9. 2007
Miami Ad School
in order to create experiences that inspire social s e e m e o n l i n e
1. 2012 to 3. 2012
behavior.
Interviews. Visited 40+ farmers on the back of Top Dog, First in Class
JanetDoubleU.com
a dirt bike.
JanetDoubleU.tumblr.com
Mediation. Drafted and implemented
agreements between community organization,
Senior Economic Consultant
Founding Team Member
farmers, and honey suppliers.
Introduction to Communication Design
Deloitte Tax LLP. Global Transfer Pricing
rippleQ. Social Venture Technology Start-up
Extended Education
12. 2007 to 5. 2010
11. 2010 to 4. 2011
California College of the Arts
Moderation. Led strategy discussions with
non-profit managers.
Summer 2011
Brand & Intellectual Property Valuation. Strategy. Performed market competitive
Managed an intellectual property migration for analysis and compiled educational kit for Immersion. Lived with a host family and
one of the largest U.S. multinational companies internal, investor, and client use.
participated in community activities. Learned
in the hospitality industry as the sole staff
basic Swahili.
B.A. Mathematics/Economics
person on a multi-partner engagement, Brainstorm Moderation. Led discussions and
Minor in International Studies
assessing brand lifecycle and value, conducting drafting of product feature value propositions
University of California at San Diego
research, client interviews, economic and for use in business strategy, sales, and
9. 2003 to 6. 2007
financial analyses, and drafting qualitative customer development.
Associate Producer of Content
support for analyses. Project resulted in follow- Social Capital Markets.
UCSD Provost’s Honors
up engagement.
Consumer Journey. Created use cases for 6. 2010 to 10. 2010 & 5. 2011 to 9. 2011
Ernest C. Mort Leadership Award
software product testing and drafted detailed
Macro Trend Analysis. Executed economic product FAQs.
Large-scale Impact. Helped produce an
downturn analysis for $2 billion revenue client in international social enterprise conference that
the computer and information technology Worked with ‘Creatives’. Collaborated with drew 1,300+ social entrepreneurs, venture
industry, analyzing profitability, and managing engineers and customer development manager m o r e a b o u t m e
capital investors, university professors, and
two-person India-based team in performing to develop and test product to customer foundations from 40+ countries. Attendees
comparable company analyses to identify specifications.
Origami & Collage Arts Practitioner
included representatives from the Bill & Melinda Dancer. Performance & Competitive
economic trends.
Gates Foundation, Acumen Fund, JP Morgan,
Behavior. Helped develop the company since Age 5
McKinsey & Company, and Stanford University.
Yoga & Meditation Enthusiast
Client Relations. Directed client relationship as product - behavior management software using
sole staff member of a senior level tax team game mechanics.
Vegetarian
Right & Left Brain. Created internal processes
and managed team of two to complete for content development, balancing
international tax restructuring for major client in Operations. Established enterprise as a brainstorming and ideation with operation and
semiconductor industry. Project resulted in Benefit Corporation. Managed financial, legal, execution.
avoidance of $1 million penalty.
and human resource activities.