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.

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

5. The Work

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
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Catch them in moments of vulnerability via a contextual media strategy.
CAUTION - WORLD CHANGING STRATEGY
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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