A portfolio consisting of my professional Marketing work

1. Pursuit
My Quest for Strategic Communication
Jeremy Burns
April 2012

2. “You’re too tall to be Porky the Pig.”
I was 17 years old at the time I had my first job. It was with Six Flags Over Fiesta Texas.
I went through orientation with 30 newly hired applicants and was eager to start working so I could save money and buy myself a $1,200 guitar.
At the orientation my job title was not known except that I will be working in the Marketing Department. I thought that my responsibilities
would be shuffling office paperwork, which would be easy, but Lord behold what kind of work was in store for me.
After the orientation I was sent to meet my supervisor Garrett. I walked into his office and before I could introduce myself he looks and says:
“You’re too tall to be Porky the Pig.”
I was so startled that I did not even know what to say. I just stood there with my jaw open thinking of what I got myself into and out of the closet
I see him pull out a costume: “But you’re the perfect height to be Scooby.”
And then it hit me, my first job in my life was to be a cartoon mascot, and not just any cartoon, but Scooby-Doo.
I suddenly pictured kids charging for me like bulls only wanting to play, how demoralizing I thought this job would be.
But me being me, I stayed with the job and was willing to wear the suit to pursue a career in strategic advertising.
I learned that Scooby-Doo is more than just a cartoon; Scooby symbolizes all the elements of what a kid is! He’s goofy, filled with innocence, gets
scared of the dark and loves to have fun.
Because of this, Six Flags Over Fiesta Texas used a clear strategic channel of communication to reach out to not just families but specifically kids
to come and experience an adventurous time at its theme park. This would not have been accomplished without Scooby.
During this job I assisted in event coordinating, planning, promoting and advertising. I soon learned that not just Marketing, PR or advertising is
viral but so is communication. It is everywhere and needs to be used in a strategic manner to reach goals.
It was from that job that I embarked upon learning the tools of the trade and pursuing with perseverance the art of strategic communication.

3. Education
Texas State University McCoy College of Business Administration
BBA Marketing Graduate: May of 2011
Relevant Experience
Aug. 2011-Current
The PM Group Social Media Specialist/MCC
• Calculate radio and TV broadcast data for 20 DMA’s
• Develop and implement social media and digital advertising for
clients and agency
• Provide ROI data via Google Analytics, Facebook Insights and
Facebook Ad Manager
• Increased Facebook likes for the Book of Free by 195% in two
weeks
• Increased weekly total reach of Career Point College fan page over
147% and maintained an average weekly engagement of 49 users
• Helped increase website leads for Career Point College over 60%
in two months
Aug. 2009-Aug. 2011
San Marcos-Premium Outlets Campaign Manager
• Promote San Marcos-Premium Outlets to local and international
shoppers through grassroots and experiential marketing
• Strengthen marketing and promotional strategies for 142 vendors
by co-branding and integrating monthly store offerings through
direct and experiential marketing
• Initiate cause-related marketing campaign Support Our Heroes
Nov. 2008-Feb. 2010
Clay Nightingale/Bayou City Outlaws Booking Agent/Manager
• Expanded fan base for both artists within Central Texas Corridor
• Constructed promotions and relationships with 32 music venues
through cold-calling, media press kits and event promotions
• Used guerilla warfare tactics in publishing press releases, media
press kits, and outdoor advertisements
May 2008-Aug. 2008
Calliope Artist Management Talent Coordinator
• Gained experience in film and modeling industry by processing 40
new clients, database management and booking auditions, photo
shoots and print ads.
• Promoted local funk band Dog Men Poets through interactive
marketing via MySpace and Facebook, co-branding with venues
and publications of press releases and e-press kits
Aug. 2007-Dec. 2007
Propaganda Media Group Public Relations Assistant
• Promoted clients via Public Relations by booking local radio
interviews with 89.9 KTSW and 101X Austin Radio
• Conducted interactive marketing via MySpace and Facebook
• Managed database for 75 clients and 52 venues
Additional Experience
Mar. 2011-Current
Austin American Marketing Association YouTube Specialist
• Develop internet videos and manage interactive marketing events
via YouTube
Aug. 2009-Dec. 2009
Texas State American Marketing Association VP of Internal Affairs
• Facilitated and improved management of marketing operations
for 25 Executive Committee members through bi-weekly recaps
and influential leadership
Aug. 2008-May 2009
Texas State American Marketing Association Vice President
• Managed 16 officers by teamwork collaboration and action-
oriented leadership
• Constructed the 2008-09 Chapter Plan and Annual Report
Interests
Economics, Spanish Guitar, Salsa, Films, Basketball, Football, Blues,
Electronic music, Espionage Novels, Technology and Traveling

4. Objective: Increase the Vocational School’s website
leads for student enrollment
Strategy: Establish Career Point College as the place to
turn to for bettering lives and career opportunities
through popular social media networks and micro
sites.

5. Positioning
Career Point College cares about the youth in our community, many who may need a second chance at success. By being a resource that these
potential students can trust and turn to, Career Point College can become “the place to turn to” for bettering lives and creating opportunity. By
demonstrating how the institution helps others, potential students will be drawn to Career Point College and seek out more information.
Messaging Mix
• Success stories
• Testimonials
• Community Activities
• New Teachers
• Student Organization News
• Student Organization Events
• Relevant Industry News
• Special Events

6. Social Media and Micro Sites
Facebook and Twitter are social media networks that have high concentrations of females between the ages of 18 and 34 that serve as Career
Point’s primary target market. Therefore, we utilized these two social media networks to re-position the school as “the place to turn to.” In
addition, micro sites and digital advertisements from local popular radio stations in San Antonio, TX and Tulsa, OK were used to spread
awareness and traffic to both campus websites.

7. Results
After two months of implementing this digital campaign, website leads for Career Point College increased over 60%. And in regards to Social
Media ROI, weekly total reach of both Career Point College fan pages were over 147% with the San Antonio fan page maintaining an average weekly
engagement of 49 users.

8. Objectives: Increase Facebook followers and drive
traffic to the website in order to raise $150,000 for the
local charities of San Antonio, TX
Strategy: Utilize an iFrame application to implement
an AMEX Gift Card Giveaway on the Facebook fan
page while promoting the Book of Free through
Facebook Advertisements.

9. Book of Free AMEX Gift Card Giveaway
In order to increase Facebook followers we developed an AMEX Gift Card Giveaway that would require users to like the page and follow through
a registration process. In return, this provided The PM Group and Nnovative Marketing a strong base of followers and leads to convert into
buying the seasonal book of gift certificates.
iFrame Application
An iFrame application was utilized to merge the giveaway form on to the Book of Free fan
page. Once users filled out the form, the information was then sent to a designated email
address for future marketing purposes and follow-ups of the giveaway winners.
Facebook Advertisements
Three sets of ads were used. The first set were awareness ads targeted to users who were
fans of company partners who offered deals in the book. The second and third sets were
first and second generated call-to-action ads that converted users to registering for the
giveaway.
Awareness Ads
1st
Generated
Giveaway Ads
2nd
Generated
Giveaway Ads

10. Social Media Buzz
In return, a social buzz was sparked causing Facebook users, bloggers and local media publishing companies to get in on the cause.

11. Success!
The social media campaign reached over 75,000 users within the San Antonio market and increased Facebook likes by 195% in two weeks! In the
end, The PM Group and Nnovative Marketing achieved their goal and were able to raise over $150,000 for the local charities of San Antonio.

12. Strategy: Establish Skype To Go as the ideal
international calling program by exposing the
emotional bond provided when calling families and
loved ones while enforcing its affordability
Objective: For a semester project, reposition Skype
To Go as the ideal mobile and landline phone
application for internationals

13. Creative Approach
Skype takes business and personal communication to a whole new level. They position themselves as saving you time and money; however, they
are not perceived as providing the emotional bond between families and loved ones while distance keeps them apart.
By being compatible with mobile and landline telephones, Skype To Go is a great way of maintaining contact between family members and loved
ones on a Global level while on the go.
Creative Objectives
• Make international and long distance families aware of Skype To Go and its advantages over other international calling plans
• Re-enforce Skype To Go as an affordable international calling program
• Create an emotional bond when internationals use the program for calling those special to them

14. Target Market
Foreign Exchange Students
Foreign exchanged students of Asian and Spanish descent are four times as likely to make a call back to their home country while pursuing
international studies (Nielsen Claritas). It’s great to know that no matter the distance, your family and friends will be there to support you upon
the challenges of adapting to a different culture and new surroundings, let Skype To Go help make that transition easier for you.
Military Families
Active military families who are stationed within the United States and have family members deployed overseas face emotionally challenging
times. Knowing that a brother, sister, husband or wife are putting their lives on the line can cause families stress and emotional breakdowns due
to the risk of losing their loved one; let Skype To Go help ease the worries and keep the connection strong.

15. Creative Results
The strategy behind this creative work is to increase frequency to Military Families and Foreign Exchanged Students. In order to achieve this, we
proposed specific demographic market areas that have a high concentration of Universities and Military bases: Florida, California, New York,
Texas and Illinois. All ads will be placed near airports, military bases and public universities.
Billboard Ad 1 Billboard Ad 2 Billboard Ad 3
Mobile Poster Ad Poster Ad

16. Strategy: Utilize public relations and establish
strategic alliances in political sectors regarding
legislation and funding of renewable energy
technology.
Objective: For a semester-long project, construct a
marketing plan that will help PRE in expanding the
production and installment of their kinetic energy
converter

17. The Challenge
Being a start-off company encompasses difficult challenges. According to the U.S. Small Business Administration, 50% of businesses founded in
any one year are not in business four years later. The problem with small companies is a lack of strategic management and programs that are
not established which destroys the life of a company.
Due to this, it was necessary to develop a marketing plan that will help Phoenix Renewable Energy expand their business through increased
production and installment of their kinetic energy converter, “the Charger.”
The Strategy
Utilize grassroots’ marketing public relation activities and word-of-mouth targeted to Governmental Energy and Transportation Officials through
Environmental and Energy Lobbyists and Tradeshows
Develop Strategic Partnerships and Co-Branding with Municipal, State and Federal Government officials

18. The Power of Co-Branding and Trade Shows
Tradeshows are ideal for small companies to expose their business and implement experiential marketing to establish the products capability.
We recommended Phoenix Renewable Energy to register and promote the Charger at the Annual North American Renewable Energy World
Conference & Expo to increase their awareness and cause.
Through the consulting process, we determined Governor Rick Perry to be a strong advocate for the support of Renewable Energy and have
much political leverage in implementing monetary funds for further production and implementation of Green Energy functions. Therefore, co-
branding with the Texas Governor in supporting PRE’s “Green Promise” will help push the expansion of their cause.
Partnering with renewable energy projects in major areas such as the Pecan Street Project in Austin, TX will bring positive publicity to Phoenix
Renewable Energy and increase their awareness among environmental and energy lobbyists.
Due to the Charger needing to be planted underneath roads to utilize the kinetic energy of a vehicle to create more energy, it is necessary for
Phoenix Renewable Energy to have a strategic alliance with Texas Department of Transportation to expand their installation of the Charger
throughout the Lone Star State.

19. 2010-2011
American Marketing Association
Collegiate Case Competition
Sponsored by:
Mission: For a school year project and competition,
develop an IMC Plan for Nintendo and expand their
market share.
Catch: Target market must be consumers who have
not played a video game within a year or longer.

20. Nintendo Wii Target Market
My Familia
35-54 Young Hispanic Families
Families in this market share hobbies, love electronics, and have increasingly been building
interest in popular motion-controlled video games. They are “kid-focused,” and because they
want what is best for their children, are willing to invest a great amount of resources for their
success and happiness.
Family is important, and the Wii provides a way for families to bond since it is the premiere
family console.
Young at Heart and Mind
55-64 Empty Nesters
This market has traditionally been underserved, and with Nintendo expanding to this segment will
broaden their market share. While becoming accustomed to life without children in the
household, these individuals are still busy as they prepare for retirement and desire precious
leisure time with family and friends.
This target represents a good opportunity to stress the ability of the Wii to promote family
bonding.

21. Nintendo DS Target Market
Urbanistas
35-44 Career-oriented Females
These individuals are focused on maintaining a successful work/life balance. In their
active social lives, they depend heavily on their social network and the name they have
built for themselves.
They are trendy, and are more likely to have been exposed to the latest technology
throughout their lives and are concerned for social acceptance as well as an activist-
driven mentality.
Many business professionals experience work stress. The DS can be positioned as a
device that empowers them by offering both a practical tool as well as a means to
escape from reality and relieve stress while enforcing the social acceptability of
gaming.
Longing for Leisure
55+ Female Empty Nesters
Characterized by grown-up children out of the house and a craving for leisure, this
target now has ample time for vacations and relaxation along with the money to
actualize their desires.
Adjusting to child-free households, they are beginning to re-establish their social lives
before they get to retirement.
The families in this market enjoy traveling and keeping their minds active with puzzles
and thought-provoking games and appeal to great value at a reasonable price.

22. Creative Results
Positioning
The first print ad re-positions Nintendo to My Familias as the heart of fun with an emphasis on its consoles ease of use, multiple capabilities, and
creation of fun and friendly interactive experiences that bring people together.
To reach the Young at Heart and Mind, a brand partnership with Travelocity will attract this market because the advertisement communicates a
relationship between traveling in a literal and figurative aspect through Travelocity and a Super Mario game as a form of leisure.
Internet Banner Ad
Print Ad

23. Creative Results (Cont.)
Positioning
To attract the Urbanistas, “Save the presentation…then the kingdom” illustrates the DS as a tool designed to help the busy lifestyle of the career-
oriented females. It will assist these individuals in balancing multiple tasks in work and life.
“Burn rubber…not dinner” positions the DS as an entertaining and instructional device towards the Longing for Leisure’s, which can be utilized to
fulfill the free time of the targeted females. It will sharpen their mind, while attaching a new spin to cooking.
Print Ad Print Ad

24. Objective: Expand fan base for The Bayou
City Outlaws within the Central Texas
Corridor
Strategy: Develop the brand and
implement Grassroots, Interactive and
Experiential marketing

25. What makes an outlaw?
The development of the BCOL’s brand encompassed the group members past experiences of refuting social norms that were pressed upon them
while growing up within Bayou City, TX.
Individuality, uniqueness, freedom and nonconforming to traditional social norms are what bring Jose Diaz (Bass), James Hulbert (Drums) and
Shane Kelley (Singer/Guitarist) together and is expressed through their unique musical taste of Blues, Southern Rock and Soft Metal.

26. Where do we get the fans?
Being a local band within a college town provided a market for the Outlaws to pursue. We targeted young Texas State University-San Marcos
students between the ages of 18-25.
This consumer segment is out-going, social, fond of southern music, love sports, price conscious, spend social times consuming alcohol and good
amounts of time online for school and personal use.
We utilized this segments psychographics to create a fan base for the Outlaws while spreading the word of the new rebels in town.

27. If we build it, they will come
We knew the best way to get a fan base started was to utilize experiential marketing through a social event that encompassed this segments
lifestyle and psychographics.
Therefore, for the Outlaws first appearance at the popular music venue Red Eyed Fly in Austin, TX; we partnered, planned and hosted a party
bus trip with Black Horn Buses for Texas State college students to attend the show and the party on the road.

28. How effective was the event?
Goals:
1. Generate 50 college students attendees
2. Generate $1,500 in gross profit
3. Gain weekend slot for opening acts
Results:
1. 72 college students attended
2. Generated $1,940 in gross profit
3. Gained weekend slots for month of January

29. Getting the venues
Grassroots, cold calling and interactive marketing through e-press kits was used to attract venues and establish partnerships to have the Outlaws
perform at venue hotspots within Central Texas.
Media press kits were sent to all venues within the areas of North San Antonio to Downtown Austin, TX. As a result, 32 music venues accepted
the Outlaws to perform:

30. E-Press Kit
Poster Ad

31. E-Press kit (continued)
Band Bio Band Fact Sheet

32. E-Press kit (continued)
Press Release Press Release

33. E-Press kit (Continued)
Poster Ad Poster Ad

34. E-Press kit (Continued)
Playlist of songs with accompanied sample disc

35. Social Media
YouTube, Facebook and MySpace were used to reach college students and venues. Live shows, blogs, event invites, photos and mp3 formats of
songs were available for audiences to view.
After one month of utilizing social media outlets, awareness of the Outlaws increased by 45 percent among unique users!

36. Jeremy Burns
Jeremy.Burns88@gmail.com
www.burnzysworld.com