Steve Bayley is a strategic planner with experience in cultural exploration and brand identity. He helped build independent rap brands through social media and promotions. As a radio salesman, he accelerated station rebranding through new revenue initiatives. Originally from Massachusetts, he enjoys various hobbies including reading, sports, and Vietnamese food and language.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
This document discusses how brand archetypes based on Carl Jung's archetypal theory can be used to develop compelling brand personalities. It outlines 12 common archetypes including the Magician, Outlaw, Jester, Lover, Everyman, Caregiver, Ruler, and Creator. Examples of brands aligned with different archetypes are provided. The document argues that archetypes appeal to people on a deeper level and can help brands connect emotionally with consumers.
1. The document outlines a marketing campaign called "Be Good to Yourself" created by Ocean Spray to target stressed millennials and increase brand relevance among them.
2. The campaign emphasizes the message of self-care and promotes Ocean Spray products as "good" for both taste and health to align with millennial values of wellness.
3. Key elements of the campaign include a temporary label redesign asking consumers "What Do You Need Today?" and creative executions across multiple channels to positively impact millennials' mindsets.
The era of emerging global business disruptive models – Olatunde Falase, Brai...theNETng
The speech of MD Braincraft Limited, Olatunde Falase at the fourth Nigerian Entertainment Conference highlighted that the global business model is one that creates success, game and wealth on a sustainable basis.
Are You Really Doing Effective Prevention - from IADDA Conference 2014LEAD
This document appears to be a presentation on using social media effectively for drug prevention. It discusses defining goals before tactics, using accurate and relevant information, asking questions to engage audiences, and focusing on solutions rather than just problems. It also provides tips on using different social media platforms effectively, such as keeping Facebook posts brief, being active on Twitter but careful about following rules, and starting conversations to change them. The overall message is that social media needs to be used strategically to really impact audiences, especially young people, around issues like drug prevention.
This document discusses psychographics and the VALS program used by advertisers to target audiences. It describes the VALS hierarchy which segments the US population into 9 groups based on their values and lifestyles. These include survivors, sustainers, belongers, emulators, achievers, experientials, societally conscious, I-am-me people, and integrateds. Each group is defined based on their demographics, attitudes, interests, and behaviors. Advertisers use this psychographic profiling to understand different audience segments and target their advertising more effectively.
Brand Archetype | An Introduction + OverviewJohn W. Manley
Nothing original here. Just an obligatory brand archetype overview done in a more visually appealing way, with some more examples, and a deeper dive into the Explorer archetype.
Archetype Overview with brand examples & character compass Emily Hean
A brief overview of Archetypes from The Hero and the Outlaw by Margaret Mark and Carol S. Pearson. Demonstration of archetypes in classical and pop culture as well as brand examples and alternate names for each archetype.
Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
This document discusses how brand archetypes based on Carl Jung's archetypal theory can be used to develop compelling brand personalities. It outlines 12 common archetypes including the Magician, Outlaw, Jester, Lover, Everyman, Caregiver, Ruler, and Creator. Examples of brands aligned with different archetypes are provided. The document argues that archetypes appeal to people on a deeper level and can help brands connect emotionally with consumers.
1. The document outlines a marketing campaign called "Be Good to Yourself" created by Ocean Spray to target stressed millennials and increase brand relevance among them.
2. The campaign emphasizes the message of self-care and promotes Ocean Spray products as "good" for both taste and health to align with millennial values of wellness.
3. Key elements of the campaign include a temporary label redesign asking consumers "What Do You Need Today?" and creative executions across multiple channels to positively impact millennials' mindsets.
The era of emerging global business disruptive models – Olatunde Falase, Brai...theNETng
The speech of MD Braincraft Limited, Olatunde Falase at the fourth Nigerian Entertainment Conference highlighted that the global business model is one that creates success, game and wealth on a sustainable basis.
Are You Really Doing Effective Prevention - from IADDA Conference 2014LEAD
This document appears to be a presentation on using social media effectively for drug prevention. It discusses defining goals before tactics, using accurate and relevant information, asking questions to engage audiences, and focusing on solutions rather than just problems. It also provides tips on using different social media platforms effectively, such as keeping Facebook posts brief, being active on Twitter but careful about following rules, and starting conversations to change them. The overall message is that social media needs to be used strategically to really impact audiences, especially young people, around issues like drug prevention.
This document discusses psychographics and the VALS program used by advertisers to target audiences. It describes the VALS hierarchy which segments the US population into 9 groups based on their values and lifestyles. These include survivors, sustainers, belongers, emulators, achievers, experientials, societally conscious, I-am-me people, and integrateds. Each group is defined based on their demographics, attitudes, interests, and behaviors. Advertisers use this psychographic profiling to understand different audience segments and target their advertising more effectively.
As we think about empowering every person and every organisation on the planet to achieve more - we look deeper into understanding what the word 'every' person could mean within the eyes of marketing. We explore design, ideas and provide examples of how brands are focusing on being more inclusive. How different would this world look if all of us could empower every person to achieve more? What new industries, art, medicines, financial services, and world-changing inventions could individuals and communities build and create?
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore to pursue his passion for helping people through his Bridge2 foundation in Cambodia and Southeast Asia. The document discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development, local communities, and society. It argues that CSR should be values-driven and focus on ethics, considering all stakeholders. Strong ethics keep companies healthy while weak ethics make them vulnerable. The document offers examples of EDP's CSR projects in countries like Cambodia, providing opportunities for vulnerable groups and transforming lives through business.
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore to pursue his passion for helping people through his Bridge2 foundation in Cambodia and Southeast Asia. The document discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development, local communities, and society. It argues that CSR should be values-driven and focus on ethics, considering all stakeholders. Strong ethics keep corporations healthy while weak ethics make companies vulnerable. The document offers examples of EDP's CSR projects in countries like Cambodia, providing opportunities for vulnerable groups and transforming lives through business.
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore in 2007. He is passionate about corporate social responsibility and 'Building a Better World' through his foundation Bridge2 in Cambodia and Southeast Asia.
The presentation discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development by considering interests of society and stakeholders. It argues that CSR should go beyond legal compliance and include passion and values-driven work. Treating stakeholders well can benefit businesses through increased profits, talent retention and reputation. Implementing CSR requires identifying stakeholders, developing programs around key topics, and building a values-driven culture.
This document provides an introduction to the book "Breakthrough!" which reveals the habits, beliefs, and approaches of successful people. It examines what makes top performers different from average performers across various fields like art, business, engineering, sports, and more. The book is based on years of research into identifying the key characteristics that drive success. These include having motivation, self-belief, and taking the lead to achieve your goals despite obstacles.
THE JEUNESSE FAMILY CREATES POSITIVE IMPACT IN THE WORLD BY HELPING PEOPLE LOOK & FEEL YOUNG, WHILE EMPOWERING EACH OTHER TO UNLEASH OUR POTENTIAL.
more information http://vno.jeunesseglobal.com/en-US/our-story
Estamos encantados por Você ter escolhido a Jeunesse Global® como seu parceiro.
Se Você esta procurando assegurar o seu futuro financeiro, o nosso objetivo é fornecer todos os meios para tal, seja com produtos que ficarás orgulhoso em representar e partilhar com outras pessoas ou com a excelente oportunidade de distribuição global com rendimentos crescentes e altamente vantajosos que só a Jeunesse Global® tem condições para lhe oferecer.
Nossos produtos estão na vanguarda da ciência e tecnologia, e têm uma sólida posição no mercado, cada vez mais crescente, de antienvelhecimento.
Maiores detalhes e cadastramento acesse:
www.rejuvenatenow.wix.com/segredosdajuventude
Jeunesse is a global business that helps people reach their full potential in youthful looks, in healthy living, in embracing life
Jeunesse combines breakthrough sciences in a product system that enhances youth by working at the cellular level. By focusing on the health, longevity, and renewal of cells, we help people enjoy vibrant, youthful results that last.
A presentation adapted from "The Startup of You" by Reid Hoffman and Ben Casnocha. I was the keynote presentation at the "Noche de las telecomunicaciones valencianas" meeting in Valencia, Spain.
The document provides summaries of case studies Tiffany Ahern conducted for Doritos, Samsung Epic 4G, and State Farm. For Doritos, she identified target consumers as those who eat Doritos in unusual ways and proposed new flavor ideas. For Samsung, she categorized phone users and targeted busy travelers for the Epic 4G. For State Farm, she proposed targeting millennials through an "older brother" voice to make insurance easier.
What is Hidden Disruption? What is the greatest challenge to companies worldwide? It is not about technology or competitors. It is about behavioral change, even on the smallest of scales.
This document discusses the work and background of Dr. Ali Anani, managing partner of Phenomena Communications. It provides details on Dr. Anani's educational background, including a PhD from the UK in 1972. It notes that he has over 80 publications in international journals, 3 printed books in Arabic, and 1 e-book in English. He has also written widely for media and presented TV and radio programs. The document highlights Dr. Anani's creativity and thinking as his main credit, and that he has consulted for various international agencies.
This document discusses various grocery retail channels and their compound annual growth rates from 2008 to 2013. It shows that club stores grew at 5.4% annually during this period, while mass merchandisers declined at -2.2% annually. The rest of the document appears to be feedback from a retailer on their supplier Nestle, noting weaknesses in insights, innovation, and flexibility. It includes ratings of Nestle between 2009 and 2011 that show declining performance.
This document discusses how being more neighborly can benefit businesses. It notes that companies seen as relevant, creative, and innovative leaders by acting neighborly capture more customers. However, only 28% of companies are taking advantage of this opportunity. The rest of the document provides tips on how to act more neighborly by listening to customers, identifying shared values, collaborating across teams, and engaging in respectful two-way conversations. Case studies are presented showing how specific companies increased sales and awareness by adopting more neighborly approaches.
The document provides information about the 2013 Kickstarter Change Fellows program run by WACMS Social Capital. It summarizes the following key points:
- The program seeks to train and fund social entrepreneurs with ideas for businesses that solve social problems and drive growth for disadvantaged communities in Africa.
- Accepted fellows will participate in a six-stage process involving developing their idea in class, a two-month incubator program, pitching to investors, and potentially obtaining funding.
- The program emphasizes passions like solving poverty and building profitable businesses, as well as skills like prototyping, pitching, and working as a self-directed team to create world-class models.
Why development agencies should not participate in sustainablemhilton83
The document discusses how microfinance is often promoted as a tool for poverty reduction, but it may not be an effective tool for helping the chronically poor. Microfinance institutions focus on being financially sustainable and profit-driven, which means they often exclude the poorest groups. There is also little evidence that microfinance significantly empowers or benefits the chronically poor in a meaningful way. The document argues that microfinance should not be supported as the primary tool for helping the chronically poor, and funding would be better spent on other targeted interventions.
Rivet is a nonprofit that partners with brands, NGOs, and influencers to fund youth-led social change projects. They have raised $1.6 million in seed funding. The organization is hiring a Director of Youth Engagement to design and cultivate a global community of young people, ensure youth voices are represented in decisions, and keep Rivet connected to youth culture trends. The role involves community building, advocacy, and strategy development to make Rivet truly youth-centered. Candidates should be aligned with Rivet's values of equity, trust, and belonging and have a strong connection to youth culture.
This document proposes a new social business model called "Humanity Unites Brilliance" or HUB. The model aims to financially empower individuals and organizations working to create positive social change. Revenue generated would be circulated to support members' livelihoods and humanitarian efforts in areas like food, education, clean water and more. The document argues this network marketing model could beat past statistics by serving a higher purpose of creating a new paradigm and culture of cooperation. It calls on readers to help pioneer this new model through committed leadership and action.
Resilience is a mindset and a way of life, not an end goal.
Use covid-19 as opportunities to grow stronger and thrive in testing times.
We can choose our response.
Resilience is contagious (Spread resilience, not the virus!)
Let’s rise up and emerge stronger by building up our resilience! #SgUnited
This document summarizes information about lululemon athletica, a designer and retailer of high-end yoga inspired athletic wear. It discusses that lululemon was founded in 1998 in Vancouver, British Columbia by Chip Wilson as a yoga studio and has since expanded to locations across North America and Australia. The typical lululemon customer is described as a wealthy, educated, fit, healthy, active woman who is interested in yoga. Competitive forces, SWOT analysis, value chain, and other strategic aspects of lululemon's business are also summarized.
East Carolina University MBA program presentation. Strategic Recommendations for Lululemon moving forward, Expansion Strategy, Image Management, Financials, Quality Control, Marketing, Positioning, Value Chain Analysis and SWOT.
As we think about empowering every person and every organisation on the planet to achieve more - we look deeper into understanding what the word 'every' person could mean within the eyes of marketing. We explore design, ideas and provide examples of how brands are focusing on being more inclusive. How different would this world look if all of us could empower every person to achieve more? What new industries, art, medicines, financial services, and world-changing inventions could individuals and communities build and create?
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore to pursue his passion for helping people through his Bridge2 foundation in Cambodia and Southeast Asia. The document discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development, local communities, and society. It argues that CSR should be values-driven and focus on ethics, considering all stakeholders. Strong ethics keep companies healthy while weak ethics make them vulnerable. The document offers examples of EDP's CSR projects in countries like Cambodia, providing opportunities for vulnerable groups and transforming lives through business.
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore to pursue his passion for helping people through his Bridge2 foundation in Cambodia and Southeast Asia. The document discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development, local communities, and society. It argues that CSR should be values-driven and focus on ethics, considering all stakeholders. Strong ethics keep corporations healthy while weak ethics make companies vulnerable. The document offers examples of EDP's CSR projects in countries like Cambodia, providing opportunities for vulnerable groups and transforming lives through business.
Edp health, safety & environment consultants corporate social responsibilit...Simply Marcomms
David Skews founded EDP Health Safety and Environment Ltd in the UK in 1989 and later established EDP Singapore in 2007. He is passionate about corporate social responsibility and 'Building a Better World' through his foundation Bridge2 in Cambodia and Southeast Asia.
The presentation discusses the importance of corporate social responsibility, defining it as commitment to sustainable economic development by considering interests of society and stakeholders. It argues that CSR should go beyond legal compliance and include passion and values-driven work. Treating stakeholders well can benefit businesses through increased profits, talent retention and reputation. Implementing CSR requires identifying stakeholders, developing programs around key topics, and building a values-driven culture.
This document provides an introduction to the book "Breakthrough!" which reveals the habits, beliefs, and approaches of successful people. It examines what makes top performers different from average performers across various fields like art, business, engineering, sports, and more. The book is based on years of research into identifying the key characteristics that drive success. These include having motivation, self-belief, and taking the lead to achieve your goals despite obstacles.
THE JEUNESSE FAMILY CREATES POSITIVE IMPACT IN THE WORLD BY HELPING PEOPLE LOOK & FEEL YOUNG, WHILE EMPOWERING EACH OTHER TO UNLEASH OUR POTENTIAL.
more information http://vno.jeunesseglobal.com/en-US/our-story
Estamos encantados por Você ter escolhido a Jeunesse Global® como seu parceiro.
Se Você esta procurando assegurar o seu futuro financeiro, o nosso objetivo é fornecer todos os meios para tal, seja com produtos que ficarás orgulhoso em representar e partilhar com outras pessoas ou com a excelente oportunidade de distribuição global com rendimentos crescentes e altamente vantajosos que só a Jeunesse Global® tem condições para lhe oferecer.
Nossos produtos estão na vanguarda da ciência e tecnologia, e têm uma sólida posição no mercado, cada vez mais crescente, de antienvelhecimento.
Maiores detalhes e cadastramento acesse:
www.rejuvenatenow.wix.com/segredosdajuventude
Jeunesse is a global business that helps people reach their full potential in youthful looks, in healthy living, in embracing life
Jeunesse combines breakthrough sciences in a product system that enhances youth by working at the cellular level. By focusing on the health, longevity, and renewal of cells, we help people enjoy vibrant, youthful results that last.
A presentation adapted from "The Startup of You" by Reid Hoffman and Ben Casnocha. I was the keynote presentation at the "Noche de las telecomunicaciones valencianas" meeting in Valencia, Spain.
The document provides summaries of case studies Tiffany Ahern conducted for Doritos, Samsung Epic 4G, and State Farm. For Doritos, she identified target consumers as those who eat Doritos in unusual ways and proposed new flavor ideas. For Samsung, she categorized phone users and targeted busy travelers for the Epic 4G. For State Farm, she proposed targeting millennials through an "older brother" voice to make insurance easier.
What is Hidden Disruption? What is the greatest challenge to companies worldwide? It is not about technology or competitors. It is about behavioral change, even on the smallest of scales.
This document discusses the work and background of Dr. Ali Anani, managing partner of Phenomena Communications. It provides details on Dr. Anani's educational background, including a PhD from the UK in 1972. It notes that he has over 80 publications in international journals, 3 printed books in Arabic, and 1 e-book in English. He has also written widely for media and presented TV and radio programs. The document highlights Dr. Anani's creativity and thinking as his main credit, and that he has consulted for various international agencies.
This document discusses various grocery retail channels and their compound annual growth rates from 2008 to 2013. It shows that club stores grew at 5.4% annually during this period, while mass merchandisers declined at -2.2% annually. The rest of the document appears to be feedback from a retailer on their supplier Nestle, noting weaknesses in insights, innovation, and flexibility. It includes ratings of Nestle between 2009 and 2011 that show declining performance.
This document discusses how being more neighborly can benefit businesses. It notes that companies seen as relevant, creative, and innovative leaders by acting neighborly capture more customers. However, only 28% of companies are taking advantage of this opportunity. The rest of the document provides tips on how to act more neighborly by listening to customers, identifying shared values, collaborating across teams, and engaging in respectful two-way conversations. Case studies are presented showing how specific companies increased sales and awareness by adopting more neighborly approaches.
The document provides information about the 2013 Kickstarter Change Fellows program run by WACMS Social Capital. It summarizes the following key points:
- The program seeks to train and fund social entrepreneurs with ideas for businesses that solve social problems and drive growth for disadvantaged communities in Africa.
- Accepted fellows will participate in a six-stage process involving developing their idea in class, a two-month incubator program, pitching to investors, and potentially obtaining funding.
- The program emphasizes passions like solving poverty and building profitable businesses, as well as skills like prototyping, pitching, and working as a self-directed team to create world-class models.
Why development agencies should not participate in sustainablemhilton83
The document discusses how microfinance is often promoted as a tool for poverty reduction, but it may not be an effective tool for helping the chronically poor. Microfinance institutions focus on being financially sustainable and profit-driven, which means they often exclude the poorest groups. There is also little evidence that microfinance significantly empowers or benefits the chronically poor in a meaningful way. The document argues that microfinance should not be supported as the primary tool for helping the chronically poor, and funding would be better spent on other targeted interventions.
Rivet is a nonprofit that partners with brands, NGOs, and influencers to fund youth-led social change projects. They have raised $1.6 million in seed funding. The organization is hiring a Director of Youth Engagement to design and cultivate a global community of young people, ensure youth voices are represented in decisions, and keep Rivet connected to youth culture trends. The role involves community building, advocacy, and strategy development to make Rivet truly youth-centered. Candidates should be aligned with Rivet's values of equity, trust, and belonging and have a strong connection to youth culture.
This document proposes a new social business model called "Humanity Unites Brilliance" or HUB. The model aims to financially empower individuals and organizations working to create positive social change. Revenue generated would be circulated to support members' livelihoods and humanitarian efforts in areas like food, education, clean water and more. The document argues this network marketing model could beat past statistics by serving a higher purpose of creating a new paradigm and culture of cooperation. It calls on readers to help pioneer this new model through committed leadership and action.
Resilience is a mindset and a way of life, not an end goal.
Use covid-19 as opportunities to grow stronger and thrive in testing times.
We can choose our response.
Resilience is contagious (Spread resilience, not the virus!)
Let’s rise up and emerge stronger by building up our resilience! #SgUnited
This document summarizes information about lululemon athletica, a designer and retailer of high-end yoga inspired athletic wear. It discusses that lululemon was founded in 1998 in Vancouver, British Columbia by Chip Wilson as a yoga studio and has since expanded to locations across North America and Australia. The typical lululemon customer is described as a wealthy, educated, fit, healthy, active woman who is interested in yoga. Competitive forces, SWOT analysis, value chain, and other strategic aspects of lululemon's business are also summarized.
East Carolina University MBA program presentation. Strategic Recommendations for Lululemon moving forward, Expansion Strategy, Image Management, Financials, Quality Control, Marketing, Positioning, Value Chain Analysis and SWOT.
Nokia Microsoft's path to a sustainable position in the United States mobile ...Steven Bayley
Why the iPhone5c is not the be all end all and the Windows phone has a fighting chance. Nokia, Strategy, Windows Phone, Mobile strategies in African markets outline the path to success in the United States.
The document discusses the 1-2-3 Account program, which provides cash back and is intended for mortgage holders and families with balances over $3,000. Younger people were dissatisfied because the program was not intended for them, while qualified mortgage holders expressed delight with the benefits. It recommends that consumers evaluate their personal finances to determine if the 1-2-3 Account is suitable for them and discusses marketing the program through various online and offline channels to those who would benefit most.
This document outlines a proposal for starting a new soccer club called Queen City Soccer Club (QCSC) in Charlotte, NC. Some key details include:
- QCSC would field teams in the NPSL and local leagues to attract fans year-round and develop local talent.
- A soccer-specific stadium owned by the club would be crucial for long-term survival and expansion.
- Marketing would focus on building an urban and culturally-diverse supporter culture through partnerships with local artists, bands, and communities.
- Revenue streams would include ticket and merchandise sales, sponsorships, and developing a loyal fan base in the city through community outreach.
- The goal is for Q
CitiBike pitch from Griffin Farley's Beautiful Minds Planning CompetitionSteven Bayley
Finalist presentation from BBH Griffin Farley Beautiful Minds Planning Competition. New York is the greatest city in the world and New Yorkers expect the best. Why should they settle for less when it comes to their transportation options?
How the skinny jean birthed the 3rd generation of hip hopSteven Bayley
Whats in store for the future of denim? The skinny jean and bright colors era is OVER. Youth unemployment is still sky high. The world is sick of seeing The Kardashians and the Biebs rockin flat brims. The Post-Reality era is over. No more turquoise jeans. We're headed back to the Savage Life.
This document lists the cities of Detroit, Edmonton, Atlanta, Charleston, Richmond, Rochester, and Puerto Rico with the date Friday, May 24, 13. It appears to be tracking locations and dates but provides no other context about the purpose or meaning.
The document outlines the origins and methodology of situational planning. It describes how situational planning evolved from earlier situational theories of football and statistics. The discipline was founded by Steven Bayley and a mathematician named Shumsky. They drew inspiration from the philosopher Belichick and his theory of situational football. Situational planning requires a specialist level of knowledge across offense, defense, and special teams to thoroughly account for all possible contingencies through research, planning, and digital strategy.
Strategic planning involves understanding consumer needs and perspectives, asking questions to uncover deeper insights, and linking account management with creative solutions. The strategic planning process is hands-on, lasting 12 weeks with 12 planners working on 6 cases and culminating in a pitch and potential job opportunity. Participants will learn from industry experts while working with major brand clients.
Citibank's creative brief targets progressive, educated, networked and pro-active consumers who are optimistic but facing points of tension like uncertainty, instability, broken promises, and suffocating debt. It aims to connect with consumers who feel disappointed, negative, mediocre, and cynical while highlighting how their values persist despite challenges because their values define who they are. The brief strategizes the last chance to make it count and influence the future.
The document outlines a marketing plan to increase sales of Febreze by targeting "Miss Perfect", mothers aged 35-54 with kids aged 6-17. The plan aims to get Miss Perfect, who strives for perfection, to overcome her prejudice that Febreze is for lazy people and that it can help her have more fun by letting Febreze handle household odors so she doesn't have to deep clean. The strategy is to position Febreze as allowing mothers to spend less time cleaning and more time enjoying life.
2. Steve Bayley
A strategic planner with an interest in cultural exploration, and the
ways in which consumers control brand identity. Mr. Bayley cut his
teeth building independent rap brands through strategic use of social
media and street promotions back in the myspace hay days.
He earned his advertising stripes as a successful new business
salesman specializing in urban radio, all the while subtly accelerating
station rebranding by pushing revenue into previously unexploited
fringe dayparts and launching new NTR initiatives.
A native of Massachusetts, where he resides with his fiance Thao,
he enjoys reading, tailgating, watching dodgy feeds of lower division
international football on the internet, eating Vietnamese food, and
practicing his Vietnamese language skills on unsuspecting waitresses
and clerks at asian markets.
3. Post Graduate humility
School of
and
Education perspective Hard Knocks
6. CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEGY
Target
Citi wants to connect with the next generation of business leaders, as they are building their
careers on the way up. These young highly educated influentials have a progressive mindset,
are connected to the world around them through the media, and online and in-person social
networks. They are proactive visionaries, shaping and molding their lives, leaving as little as
possible to chance.
The Bitter Pill
From 9/11, to the financial crisis, to the present, they launched their careers during the
most difficult decade since the 1930’s. These careers have been characterized by uncertainty
and instability even in the best of times. They and their boomer parents believed the route
to economic stability was through higher education. Instead many find themselves
underemployed and suffocating under the weight of huge student loans.
Connected But
Surrounded by negativity, both from the news media, and from some of their increasingly
negative friends, who, frustrated by their underemployment, fall into a vicious cycle of
rationalization and excuse making, becoming stuck in their routine and headed for a life of
mediocrity.
Disappointed
Maintaining a positive outlook has not always been easy. They have fought longer and harder
than their peers in order to maintain a sense of optimism, but are tired of swimming upstream,
and are increasingly cynical. They are starting to give in, but still feel guilty about not being
stronger.
Insight
Despite all this, their values persist because their values define them, but
they are down to their last drop of optimism
Strategy
Each individual drop can only do so much.
Citi can be the bucket that collects the drops and creates a new wave of hope.
7. TEGY
CAUTION - WORLD CHANGING STRATEGY
CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEG
CAUTION - WORLD CHANGING STRATEGY
18 Million unique visitors pass through citi.com every month when they log in to their
online banking. This provides the perfect place to gain exposure and drive participation
in Citi’s community initiatives.
CAUTION - WOR
Citi Collective. Giving people a platform to live out their values.
8. CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEGY
Background
As their original target matures, we want to help Red Bull make a seamless transition into real adult life with
their original customers. Help us save Red Bull from being the old guy at the frat party.
Marketing Objective
Stimulate overall market growth through bringing previous light/lapsed users back into the fold and drive new
user trial by highlighting existing uses that have not previously been highlighted in marketing communications.
Target
Former or light Red Bull drinkers who feel that they may have graduated out of the Red Bull lifestyle and are
on to the next stage of their lives. 25-34, skews male.
The Barrier
They feel Red Bull is for kids and partiers and they feel themselves becoming more distant from this lifestyle.
“I don’t have a history with extreme sports and dance crews.”
- Travis, 29
The Challenge
Convince the target that Red Bull is a fun yet practical tool that can accommodate their priority changes
as they have matured.
Insight
Older Gen Y’s need energy for late nights at the office and crying babies, not heli-skiing in the Andes.
Strategy
Empower the armchair athlete to achieve life’s small yet epic wins
The Big Idea
Team Extra-Ordinary. Tom Phleger, an average office worker and backyard badminton player is plucked out of
his job and life and sent to a remote island to train for the corporate retreat badminton showdown against
his archrival Paul from HR.
Tone & Voice
Semi-serious action; slight, wry humor; Shows Red Bull is self-aware of extreme sports clichés
9. TEGY
CAUTION - WORLD CHANGING STRATEGY
Multiple touch points allow
CAUTION - follow along with
people to WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEG
members of Team Extra-
Ordinary on their casual
sports training missions.
CAUTION - WORLD CHANGING STRATEGY
Heavy emphasis on news
and lifestyle media,
especially sites with an
edge.
A slant toward media
consumed at work.
CAUTION - WOR
10. CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEGY
Business Objective
Increase male subscriber base. Weightwatchers offers the most realistic program for men, yet men represent
only 9% of subscribers.
Challenge
Drive obese men to make a hard change for an easier life.
easy choices hard life
harder choices easy life
Barrier
Obese men don’t realize how much easier every day could be if they were lighter.
Target
30-44 year old obese men, 30-40 Pounds overweight , single, middle class male in a transitional life stage.
Sedentary job, eats out 5+ times per week.
Research
Insight
Radical honesty pushes men to take action.
Strategy
Beat them down to tone them up.
The Big Idea
You’re Fat. That’s the last time you’re gonna hear it.
11. TEGY
CAUTION - WORLD CHANGING STRATEGY
CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEG
Catch them in moments of vulnerability via a contextual media strategy.
CAUTION - WORLD CHANGING STRATEGY
CAUTION - WOR
The Fat Lickin is a Radical Honesty Facebook app. Just take a
photo of your beer belly with any webcam, and brace yourself for
some tough love that will push you to finally take the extra step
and join weight watchers today.
12. CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEGY
Business Objective
Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million
additional units.
Target
Mothers 35-54 with kids 6-17 in the house. Uber Organizers AKA Miss Perfect.
Superwomen whose main mission in life is to dominate their world and look great doing it.
The Barrier
Miss Perfect perceives Febreze users as dirty
Challenge
Get Miss Perfect to overcome her prejudice against Febreze, and show her how Febreze simplifies
her life.
Related words: pressure, perfection, expectations, society, family, control, clean, organized, marriage,
neighbors, appearances, paradox, love, competition, life, home, care, parenthood
Insight
Women are their own harshest critics The Research
13+77+10
Would you use Febreze?
Strategy
Febreze helps Miss Perfect Keep Up Appearances
77% No
The Big Idea 13% Other
Every Woman’s got her own dirty little secrets 10% Yes
13. CAUTION - WORLD CHANGING STRATEGY CAUTION - WORLD CHANGING STRATEG
Secrets of the mist An anonymous
Facebook confession wall and twitter feed where
Miss Perfect can let loose and unburden herself
of the weight of her own deepest imperfections.
Its OK to be a little inappropriate...
no one will know its you...
14. The Skill Set
Segmentation | Regression Anaysis | Ethnography | Media Planning | Crowdsourcing
Focus Group Moderation | Transmedia Storytelling | Gamification | Net Promoter Score
| Revenue Cycle Analytics | SEO | Creative Ideation
The Educational Foundation
Miami Ad School – Bootcamp for Account Planners, New York
East Carolina University – MBA, Business Administration with Marketing Certificate
University of North Carolina at Greensboro – BA Communication Studies, African American Studies
Sentry Auto Group
Unique selling style led directly to highest customer satisfaction scores in the
dealership. Masterful use of CRM tools to maintain relationships in what is typically thought of as
a one-off transactional business. 15% of all customers were repeat customers within a three year
span, an exceptional achievement in the auto industry. Handwritten letters and chats in the service
lounge, allowed me to become trusted resource for my customers. One of my Lincoln customers
told me I lie outside the third standard deviation of human excellence.
Beasley Broadcast Group / Clear Channel Boston
Rent-A-Center - Developed a regional agency buy starting with a cold call, executing
a multi location regional radio marketing plan for Rent-A-Center’s Eastern North
Carolina district. Worked in conjunction with Carat USA - New York.
Founded Kiss Street Team and identified talent for hire in street team roles.
Responsible for first monetizing of street team services. Identified talent has
grown in their roles with the company.
Triple Gz Entertainment
Built the brand and career of a new artist from the ground up.
Established consistent branding through all print and digital communications.
Developed a strategy for regional expansion and organic growth through targeting secondary cities
and radio markets. Integration of branded elements across street, digital, social, and radio.
15. Steve Bayley CV
steven_bayley@miamiadschool.net @thelincolnking 978 333 2925
The Skill Training
AMA Marketing Research Bootcamp, Houston
Segmentation & Discrete Choice training
Qualvu - 12 Class Online Mobile Ethnography Training
Futures of Entertainment Conference, MIT
Transmedia Storytelling, Gamification, Crowdsourcing.
Youth Marketing Academy, Mobile Youth – 10/11- 9/12 Inaugural cohort, working with
an international group of marketing professional and students from Tanzania, India,
Indonesia, Australia, and England
Radio Advertising Bureau (RAB) Certifications
Certified Professional Commercial Copywriter
Certified Digital Marketing Consultant
Certified Radio Marketing Consultant
20+ AMA Virtual Exchanges & Webinars
Marketing & Neuroscience, Mobile Marketing,Youth Marketing etc.
Marketo Revenue Rockstar Event
Revenue Cycle Analytics
SEO Training Internship, East Carolina University, Money Is Fun project
Awards
Sales
2 time Top Mazda Customer Satisfaction Award Winner 2009 & 2010
1st Place Jr. Account Executive Division - Clearchannel Boston Winter Sales Contest 2007
8 time WIKS Salesperson of the Month 2006
Management (Artist Nominations)
3 time Southern Entertainment Awards nominee
2 time Carolina Music Awards nominee
2 time North Carolina Underground Music Award nominated artist