This is the portfolio of case studies I have selected and compiled from my time at the Miami Ad School Account Planning Bootcamp (2012)

1. Nick
Jones"
Brand Planning Portfolio

2. Contents
Sabrina Cohen Foundation
4
T.G.I. Friday’s
12
Stride Gum
19
About Me
26
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3. This portfolio is an overview of three separate case studies. These accounts were part of
my Account Planning Bootcamp at the Miami Ad School.
These works are the result of collaborative efforts on the part of two separate, but equal, teams of
planners and creatives.
Each study highlights the unique and industriously creative approaches
we took toward real world business and brand issues.
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4. Sabrina Cohen Foundation
For Stem Cell Research
Sabrina Cohen Foundation
Getting behind the human revolution
*She loved it. We won the pitch.
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5. Sabrina Cohen Foundation
The Brand
The Sabrina Cohen Foundation (SCF) is a non-profit fundraiser for research in stem cell science
based in Miami, Florida, with a goal of giving two $25,000 donations a year to US based
research doctors.
The Problem – People don’t see the potential of Stem Cell Science.
People see Stem Cell Medicine as a technology that can only help the catastrophically unwell. The reality:
Stem Cell Medicine will be the biggest breakthrough in technology for mankind since the Internet.
The Plan - Create a movement that speaks to this brand’s higher purpose:
Unite mankind under the flag of its own future.
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6. Sabrina Cohen Foundation
The Target - The Early Adopter
- 25 – 30 year old men and women
- Make between 30 and 50 thousand dollars
- Get behind other campaigns of change (Obama, Mac v. PC)
- Are digital natives, comfortable interfacing online, sharing links
The Strategy -
Stem Cell medicine is a human revolution,
not just a medical one.. "
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7. Sabrina Cohen Foundation The Pitch
By reinforcing the idea that this movement
has huge implications on a global scale, we
can give consumers the perspective on stem
cell science we are trying to communicate.
Print ads to raise awareness and drive
consumers to the video landing page.
Manifesto Video
“We are on the brink of a future saturated with promise, it is up to
each and every one of us to see how brightly our flame can burn, for
we are all connected”
The video is both the landing page for the site,
and a stand alone with a link to the site at the end.
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8. Sabrina Cohen Foundation
The Pitch
With a donation of 20
links or more, participants
would receive a
physical link with a
unique link number and
a QR code on it.
The SCF app allows
Donor Site users to check the
progress of the donor
The donation site is centered around one concept: chain, view donor
the road to the future is long, but we can get there
Facebook pages, and
together – one inch at a time. The earth is 1.5 billion
inches in circumference. At $1 an inch, the SCF will view their own links.
bring this medicine to life.
“linking up” with fellow
Each link will be unique in it’s number and donors at sponsored
geographic coordinates. Every link will also have links locations to get
to the donor’s Facebook, and will show a small note
detailing the donor’s reason for giving. This fosters a discounts on tickets,
sense of community and a larger purpose. food, or products.
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9. T.
G.
I.
Friday’s
From one fun to the next.
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10. T.G.I. Friday’s
The Brand
TGI Friday’s was established with a single objective: create a bar that encouraged young,
single adults to mingle over cocktails. The brand would like to get back to the Friday flavor.
The Problem – Low rent brand experiences are pushing away young singles.
Friday’s has become a stagnant brand to twenty-something customers. Faux enthusiasm, kitschy
decor, and an immature atmosphere all negatively influence consumer’s brand experience.
The Plan – Relating transformations.
Maturing the brand
We are finding the sweet spot
between run of the mill and
run up a bill.
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11. T.G.I. Friday’s
The Target
The College Professional
Individuals that are less than 6 years out of
college, are beginning their careers, and
view bars as a social racetrack and
alcohol as the vehicle. They are afraid of
becoming “old”.
The Strategy
Mature your fun
We are growing up just like you;
Let’s make this transition a fun one.
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12. T.G.I. Friday’s
The Pitch
Real World Randy
Friday’s new brand ambassador is the
embodiment of a slightly older version of our
target. He bridges the gap between college
and adulthood, and encapsulates the fun on
each side.
Randy has a series of TV and web spots that
highlight his wacky but classy characteristics, and
allow him to speak to the target about the
transition that Friday’s is going through, and drive
interest in his persona.
A microsite that allows you to post your friend’s
face (using a picture from a social networking
outlet) and list their immature behavior that isn’t in
line with ideals of the new Friday’s. This would
prompt a email to be sent to the targeted friend,
where Randy stands on their shoulder and
berates them for not classing up his fun.
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13. Stride Gum
Own awkward moments
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14. Stride Gum
The Brand
Stride is a brand that hit the scene in the early 2000’s and became an instant hit. They’ve
positioned themselves as the “longest lasting” gum, a claim that is fairly ubiquitous in the
category. Their wacky advertising endeared consumers through humor, and solidified the
brand identity of “young and fun” in the mind of the consumer.
The Problem
Stride’s momentum has fallen off, and their advertising has lost the shock factor that
catapulted it to the top of consumers’ minds. Stride would like to re-position themselves as
the brand that wants to celebrate non-sense.
The Plan
Convince teens to embrace their awkward, ironic moments, by laughing at them with Stride.
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15. Stride Gum
The Target
The Peer Pressured Risk Taker
- 14 - 17 year old boys
- Risk takers, socially awkward
- Largest segment of gum consumers
- Highly adept at web-based sharing
Teenagers are individuals who are just beginning to form their social identities. This lack of identity leads them
to take risks. These choices often end up creating awkward and ironically funny moments. These moments
however are often as ammunition against them by their peers, who ridicule them, thusly starting the cycle over.
We want to turn this cycle on its head by embracing the failure – by striding on.
The Strategy - You can take it in Stride
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16. Stride Gum
The Pitch
#Strideon
By creating a twitter hashtag, we can
create a movement that is highly
shareable and that, at its base, is
about a universal truth: we all have to
laugh at ourselves sometimes.
The #strideon twitter page would allow
people to tweet their moments to the
community.
Example videos of “strideon moments” to
generate awareness and conversation.
Communication placements in Web
based, banner ads, mobile internet
radio ads.
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17. Stride Gum
The Pitch
“Stridefying”
videos
These kids love videos. Let’s get
the message of Stride out
through augmenting already
viral videos with Stride brand
representatives. Each would
exemplify a strideon moment,
illustrating Stride’s new stance on
awkward moments being fun.
The teenagers of the world are some of the biggest consumers of online
videos and pictures. Online spaces like FML, Texts from last night,
FAILblog, and the like are disproportionately popular with our target
demographic.
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18. Stride Gum
The Pitch
A interactive billboard would be set
up at concerts, featuring live feed of
concertgoers tweeting their strideon
moments from the show.
Everybody likes to see their name in lights…
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19. Stride Gum
The Pitch
Print ads illustrating athletes taking it in stride
and taking their strideon moments to twitter.
These ads would illustrate to the target that
they aren’t the only ones who need to
strideon, and they will evoke the humorous
side of awkward moments.
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20. About me
I am a citizen of the world, and I take life in I’ve been to all of the Americas, Europe, and
giant gulps. The single most interesting thing in life to Africa; I fear the day when someone asks me which
me is hearing people’s stories. I want to know what is best.
series of bizarre circumstances (and we all have I have a larger than life sense of humor. I
them) led whom I am talking with to that exact have been in and out of improv comedy for the
moment in time, standing right in front of me. It is this better part of the last 5 years, and I am always
keen thirst for what shapes other people that drives looking for a laugh.
me to believe in strategy. If you can understand I like good whisky, black coffee, and oxford
someone through their experiences and stories, you commas. I studied Creative Writing and English at
can talk to those people from the viewpoint of a the University of Pittsburgh. I am from Philadelphia,
brand much more effectively. Pennsylvania.
Advertising, the way I see it, is a community
comprised of people who knew their skills were
valuable, but hadn’t a real sense of where or how to
apply them. Then they, like myself, found advertising.
This field is a place where practiced skills are
repurposed in creative and exciting ways. No longer
can a writer only write or an artist only design. This Nick Jones
type of dynamic is conducive to team work, an nickjones88@gmail.com
element of any business that I see as critical. 610 306 8506
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