Account planning,Portfolio,Brand strategy,

1. Solid Insight, Forward Thinking
Kenneth Kebaara
Brand Strategist

2. Contact Info:
Kenneth Kebaara
kkebaara@yahoo.com
651-214-5188

4. I was born and raised in Kenya and was lucky to do a lot of
travelling around Africa. I was very surprised how different the
cultures in the countries were, teaching me, no matter how
geographically close countries are they all have their subtle
differences. This sparked my curiosity about different people and
something I have carried with me.
While in University I studied abroad taking classes such as “Race,
Gender and the Mass Media” in London. I learnt a lot that I use
everyday while interacting with people of different cultures.
I decided to pursue business entrepreneurship in university
choosing this major as it incorporated business and creativity. Having
had the pleasure of working with different entrepreneur’s , they
usually asked my ideas on their businesses and different ways of
positioning themselves in the market. It was around this time I was
introduced to Account Planning and was surprised at how similar it
was to my entrepreneurial consulting.
This was how my amazing journey in to the world or Account
Planning began.

5. CASES
Small Business
Sabrina Cohen
Foundation
Netflix

6. Opportunity:
Small businesses make up 99.7% of all businesses in the USA
however the economy has made it very hard on them thrive.

7. STRATEGY: AP: Nicole Castaro & Kenneth Kebaara

8. Creative: CW: Justin Lee AD: Kyra Wehby
In order to spread word about the “Backbone
Collective”. We would first start by sending
around small boxes with point cards to people
in the community. There would be posters that
are also put up around the neighborhood that
are meant to show the personal service that
small shops offer. There would also be a decal
that would be put on shop windows to show
the ones in the collective.

9. Online Experience/Community
The creation of an
online community so
that people can
connect with people
that shop at the same
places they do and
support the same
shops they do.
There are also
rewards that they get
that their online
friends can see. They
can also win gift that
make them
participate in the
shop. This way , They
are rewarded
publicly/reputation
and financially.

10. We had two opportunities in this case:
First the general public did not know much about stem cell
research.
Second the general public knew less about the Sabrina Cohen
Foundation.

11. STRATEGY: AP: Kenneth Kebaara & Nicole Castaro

12. Creative: CW: Eric Gorodoesky AD: Epiphany Reynoso
There was a logo change to make it more aesthetically pleasing. The
website has also been made easier to navigate. People can either get
information about stem cell research or if they already know about it
they can donate.

13. Spread Awareness/The “I’M Contagious” Campaign
We came up with the “I’m Contagious campaign” as
a play on the word contagious and spreading of the
information about Stem Cell Research and the
Sabrina Cohen Foundation. We got this message out
though mascot “Bubble Boy” who a lot of people
reacted to and we also used shirts with Hashtags (#)
to spread information on sources like Twitter. Also
developing print ads on paper that stains i.e. you
leave your finger prints on when you touch it.

14. Opportunity:
Netflix made some mistakes causing it to loose 1m customers.
Though they have 24m customers , their share price dropped
severely.

15. STRATEGY: AP: Nicole Castaro & Kenneth Kebaara

16. Creative (Print Ads) : CW: Eric Gordesky AD: Epiphany Reynoso
They will be placed in magazines
and newspapers that baby
boomers read.
The posters will show that they
finally after working all these
years they can spend their time
how they want and take control
of the time.

17. Website Upgrade
The website keeps with the theme of
the control and choice. The site is also
more to be more social in order for
them to interact with their friends as
they are more likely to watch movies
that are suggested to them by others.