The document provides a portfolio for Pia Droessiger, an account planner. It includes an introduction, case studies on a restaurant called Altes Pfarrhaus, the Portland Children's Museum, and Zipcar expanding into bicycle rentals. It also includes a resume highlighting Pia's education in marketing and advertising and work experience as an administrative assistant.

1. Portfolio
Pia Droessiger
Account Planner

2. Accountplanningexistsforthesolepurposeofcreatingadvertisingthattrulyconnectswith
consumers.
-Jon Steel

3. TableofContents
About me
Case study
Altes Pfarrhaus
Children's Museum
Zipcar
Resume
Contact

4. Profile
Planners listen, uncover hidden truths, articulate, distill, clarify, and simplify. Planners - when
using their best storytelling magic - can make us feel found.
In one of my business classes every student was assigned to take the Gallup strengthsfinder test.
We were to discover our strengths and hopefully avoid making the wrong job choice.
My top strength as I discovered was empathy.
And then I discovered Account Planning, a discipline that strives on the ability to put yourself
into consumers shoes and understand their pain points, what they love to do, what is important to
them and why. Once you know that you can create a relevant connection to the consumer though the
brand.
As a planner I strive to find the psychological, cultural, or social tension people have with an
idea that challenges them from a brand perspective. What is more memorable - an idea that causes
tension by challenging convention or one that fits neatly into a sea of normal?
Challenging ideas that break through the clutter of messaging people encounter, online and offline
are the ideas that get noticed. And everyone wants to get noticed whether it’s people or brands.

5. Cases

6. AltesPfarrhaus
Challenge
Consumers are carefully watching how
they spend their hard-earned money, and
restaurant dining is a part of
discretionary income, meaning people
will spend first on essentials and then
on niceties like dining out.
• Restaurant is open limited times
• Positioned in a small town
• Convince town of worthiness
• Not enough Marketing budget

7. approach
A unique selling point offers your customers a feeling that enables them to remember you
long after they are gone.
Get a responsive website that looks great on desktop, tablet and mobile phone.
Engage in social media and digital marketing.
Start an email database.
Create a customer loyalty program.
Be creative with your marketing. Whatever your budget, there are inexpensive ways to kick
some ass with it.

8. Insight
➔Impeccable service served at perfection
➔Memorable service is a high bar that people spend chasing
➔Area is in need of a great consistent Restaurant

9. Output

10. Output

11. output

12. ChildrensMuseum
Challenge
The city of Portland is considered one
of the fastest growing cities in
America and also one of the most
creative. There are an endless amount
of opportunities for those young and
old to share their creative abilities.
Places like the Portland Children’s
Museum, Oregon Zoo, and OMSI are just a
few of the major attractions that pull
in thousands of visitors from all over
the world. The Portland Children’s
Museum receives nearly 250,000 visitors
each year. How do we increase that
number and take advantage of peak
vacation months.
Primary audience: Women ages 25-49,
primary caregivers and family spenders -
which gives women extraordinary
purchasing power
Budget: $ 20.000

13. Approach
Marketing Objectives
1. Create promotional alliance with local Elementary
schools to offer discounts to students.
1. Increase household memberships over the next 12 months by 20%.
2. Generate roughly 900 visits on the museum's opening day.
Advertising objectives
1. Increase the annual website traffic by 20%
2. Improve brand recognition among men and women age 25-49, by getting into customer's evoked
setwithin the first month.
3. Create the perception that the Portland Children’s Museum is the best option for child
development, creativity and learning.

14. insight

15. output

16. output

17. Schedule

18. Zipcar
Situation
Zipcar provides over 950,000 members vehicles in
170 cities in the US they are always trying to
find new markets to expand their business of eco
friendly transportation.
• Cycling has gained popularity
• Rising disposable income
• Revenue for the Bicycle Dealership up for 2016
• Differentiator – convience, technological,
customer service

19. Challenge

20. Strategy
• Market potential of $12 million
• Strategy will achieve 40% market
share
• Key differentiators include bicycle
variety, quality service, convenient
locations
• Adidas as Strategic Partner
• Break even by end of year 3
• First year sales: $1.4 million

21. Insight
Value Drivers
• Create a connection to already
existing customer
• Top-of-mind awareness
• On-the-go transportation for everyday
use - city wide coverage
• Co-branding (GNC, Moberi, Adidas)
• Variety of three different bicycles
• Environmentally Friendly
• Features - performance quality, design,
style, customer service,
maintenance
• Affordable, durable, reliable
Target Market
Every Day Commuters (18-35)
Environmentalists (25-45)
Adventurers (20-40)
Planners (30-45)

22. Approach

23. Output

24. Output

25. Resume
EDUCATION
Portland State University, Portland Graduation June 2016
· BA in Business - Marketing and Advertising GPA: 3.80
· Member of the Portland State University International Honor Society
WORK EXPERIENCE
Adm. Assistant at Big Game Athletic, Tualatin Jun-Sep 2013-15
· Selling sporting equipment to schools, coaches, and independent customers.
· Creating an excellent customer purchase experience by providing exceptional people skills
· Processing orders and working with printers and suppliers, while monitoring inventory and assist with the purchasing
processes.
VOLUNTEER EXPERIENCE
Member of the Portland State University international student organization - helping with the orientation process of new
students.

26. Contact
PHONE: 503 621 8977
EMAIL:
pia.droessiger@gmail.com
PORTFOLIO:SlideShare
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