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Why You Should Hire
Erik Frydenlund
By Erik Frydenlund
The Brand Story
How Did This
Bundle of Potential
Become
This Goofball
Founded on
May 2, 1987
The First 18 Years
which we have to ignore because it is
“too far in the past to be relevant”
Soccer: 12 years
• 2nd Place, Tri-City Indoor
Soccer Tournament (2000)
Flute: 9 Years
• All-State Invitational Band First
Chair (2005)
• 2nd Place California State Small
Ensemble Competition (2004)
Academics: 13 Years
• National Merit Scholar (2005)
• AP Scholar with Distinction (2005)
Robotics: 3 Years
• Strategy Team Leader (2004-2005)
• Drive Train Team Leader (2005)
• 2nd Place FIRST Robotics San Jose
Regionals (2005)
• Attendance FIRST Robotics
Nationals (2004)
Boy Scouts: 15 Years
• Eagle Scout (2004)
• Venturing Leadership Award (2005)
• Venturing Ranger (2006)
• Venturing Silver (2008)
Youth Theater: 10 Years
• Writer (2001-2004)
• Director (2001-2005)
• Actor (1995-2005)
• Set Construction (1997-2005)
• Lighting Board Operator (2004-
2005)
Soccer: 12 years
• 2nd Place, Tri-City Indoor
Soccer Tournament (2000)
Flute: 9 Years
• All-State Invitational Band First
Chair (2005)
• 2nd Place California State Small
Ensemble Competition (2004)
Academics: 13 Years
• National Merit Scholar (2005)
• AP Scholar with Distinction (2005)
Robotics: 3 Years
• Strategy Team Leader (2004-2005)
• Drive Train Team Leader (2005)
• 2nd Place FIRST Robotics San Jose
Regionals (2005)
• Attendance FIRST Robotics
Nationals (2004)
Boy Scouts: 15 Years
• Eagle Scout (2004)
• Venturing Leadership Award (2005)
• Venturing Ranger (2006)
• Venturing Silver (2008)
Youth Theater: 10 Years
• Writer (2001-2004)
• Director (2001-2005)
• Actor (1995-2005)
• Set Construction (1997-2005)
• Lighting Board Operator (2004-
2005)
The Most Recent 8 Years
Where are we now?
Hint: It’s out of this
world!
Penetrating Capabilities
Ready for The Business
What
Erik Frydenlund
Can Do
Examine Research for Trends
Think Strategically
Public Speaking & Presentations
Lead Creative Teams
Harness the Creative Process
Prepare and Manage Budgets
Identify Consumer Insights
Write Critically
Client-Facing Communications
Facilitate Brainstorming
Tell Stories Effectively
Organize Schedules
Conceive, Shoot, Edit and Publish Video Projects
That’s nice, but…
What are the brand values?
Media Junkie
Movie Maker
Outdoorsman
World Traveler
Geek
Ridiculously Good Looking
*Image not representative of actual product.
The Challenge
The Challenge
No one wants to hire Junior Planners
Challenge Accepted
Target Market
Demographics
Age : 35-54 years old
Location: United States of America
Education: Bachelors Degree or more
(MBA, Miami Ad School, VCU
Brandcenter, etc.)
Occupation: Planning Director at an
Advertising Agency.
Ethnic background: Predominantly
white, with Asian and Hispanic as
distant seconds.
Family life: No children.
Psychographics
Personality: Curious by nature,
observant.
Attitudes: Drawn to things that
stimulate their mind. Nothing is more
interesting than a question that
demands answering.
Values: They struggle to sublimate
cynicism in a cold and cynical field.
Interests/hobbies: Reading, writing,
people watching.
Lifestyles: Typically lead busy, on the go
lives. Buy into the “Work Hard, Play
Hard” ethos.
The Category
Pop culture
Storytelling
Pitching
Outside-the-box Thinking Creative Inspiration
Studying Human Behavior Understanding Data
Asking the Right Questions
Our Brand Can Do That
So what roadblocks do we still need to overcome?
The Insight
Surgeons
No one wants to be operated on by
a first time surgeon
Pure, chaste
Eager to please
Their lack of experience means they
don’t know you’re bad at sex
Virgins
Consumer Decision Matrix
Planners are hired for four things, in order:
1) Passion for the work.
2) The way they think.
1) Their interesting, compatible personality.
2) Prior experience.
In the category, consumers
are willing to try a NEW brand
over an ESTABLISHED brand if
they feel the NEW brand
matches their PERSONALITY.
In other words:
Lifestyle Brand
We must position
Erik Frydenlund as a
The Idea
The SMP/Tagline
“When the personality and enthusiasm is right, the level of
experience is an after-thought.”
The eagerness of a virgin with the skills, intelligence, and
personality of your future best friend.
Sample
Executions
Print
CW: Erik Frydenlund, AD: Erik Frydenlund
Communications
Strategy
PrintRadio
Mobile
Television Outdoor
Digital
PrintRadio
Mobile
Television Outdoor
Digital
TOO EXPENSIVE
Put it online and pray
people share it!
Otherwise known as Viral Marketing
KPI
Key Performance
Indicators
Getting a job.
Want to Learn More?
erikfryd@gmail.com
650-346-7280
www.erik-frydenlund.com
For anyone born after 1990: http://dictionary.reference.com/browse/rolodex

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