The document summarizes two case studies presented by Whitney Bryan, an account planner. The first case is for PNC Bank, where the team developed a credit card called the PNC Plus Card to attract young professionals. The second case is for Uncle Ben's Rice, where the team identified "health conscious speed cooks" as a new target audience and worked to position Uncle Ben's as having wholesome ingredients. Both cases involved researching insights about the target audiences and developing strategies and creative executions to address their needs.
Jin Fan - Creative Planner Portfolio Bookjinfan102
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document summarizes two case studies for the account planner bootcamp challenge. The first case study is for BoBaby, a new website selling premium baby products targeting fathers. Through consumer interviews, the insight found fathers enjoy "geeking out" on research for new purchases like they do for their own gadgets. The proposed approach is for BoBaby to present baby products in a way that appeals to fathers' inner gadget geeks. The second case study is for Durex condoms, which needs to increase awareness versus market leader Trojan. Research found consumers are apathetic about condom flavors. The proposed approach is to create awareness and stand for a meaningful cause by introducing a "marriage equality" flavored con
In this file, you can ref interview thank you letter materials for Account planner position such as Account planner interview thank you letter samples, interview thank you letter tips, Account planner interview questions, Account planner resumes, Account planner cover letter …
The document summarizes a campaign by WaterAid to raise £2.45 million in 13 weeks through an integrated digital and direct marketing approach. Key elements included a blog telling stories from Malawi, social media outreach, radio appeals, email campaigns, and events. The campaign reached over 2.9 million radio listeners and generated over £91,000 in advertising value from press coverage. The blog received over 26,000 unique users. Financially, the campaign raised £2.45 million total, with 91% of donations and 84% of total value coming from offline rather than online channels, showing the power of direct marketing.
The document outlines the roles and responsibilities of an account planner, dividing them into four categories: the "Know" hats which involve expertise in areas like market research, human behavior, and communications; the "Think" hats which involve analyzing data and developing insights; the "Do" hats which involve concrete tasks like managing research and writing briefs; and the "Other" hats which involve less defined roles like being a thought leader or catalyst for ideas. It also lists things account planners should focus on, such as listening well, empathizing with consumers, and building strong relationships, as well as things they should avoid, like direct business management tasks.
BoBaby.com is a new website selling premium baby and kids goods focused on dads. The strategic recommendation is to position BoBaby.com as a place for fatherhood where dads can shop and share information. The target audience is new dads who are busy, rational men who research extensively online but don't have time to shop. The insight is that dads are like moms without maternal instinct, so BoBaby.com provides paternal instinct. The tagline is "Baby Solutions for dad." Phase 1 focuses on brand positioning through prints establishing BoBaby.com. Phase 2 drives traffic through interactive prints testing users' understanding of what babies want.
Jin Fan - Creative Planner Portfolio Bookjinfan102
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document summarizes two case studies for the account planner bootcamp challenge. The first case study is for BoBaby, a new website selling premium baby products targeting fathers. Through consumer interviews, the insight found fathers enjoy "geeking out" on research for new purchases like they do for their own gadgets. The proposed approach is for BoBaby to present baby products in a way that appeals to fathers' inner gadget geeks. The second case study is for Durex condoms, which needs to increase awareness versus market leader Trojan. Research found consumers are apathetic about condom flavors. The proposed approach is to create awareness and stand for a meaningful cause by introducing a "marriage equality" flavored con
In this file, you can ref interview thank you letter materials for Account planner position such as Account planner interview thank you letter samples, interview thank you letter tips, Account planner interview questions, Account planner resumes, Account planner cover letter …
The document summarizes a campaign by WaterAid to raise £2.45 million in 13 weeks through an integrated digital and direct marketing approach. Key elements included a blog telling stories from Malawi, social media outreach, radio appeals, email campaigns, and events. The campaign reached over 2.9 million radio listeners and generated over £91,000 in advertising value from press coverage. The blog received over 26,000 unique users. Financially, the campaign raised £2.45 million total, with 91% of donations and 84% of total value coming from offline rather than online channels, showing the power of direct marketing.
The document outlines the roles and responsibilities of an account planner, dividing them into four categories: the "Know" hats which involve expertise in areas like market research, human behavior, and communications; the "Think" hats which involve analyzing data and developing insights; the "Do" hats which involve concrete tasks like managing research and writing briefs; and the "Other" hats which involve less defined roles like being a thought leader or catalyst for ideas. It also lists things account planners should focus on, such as listening well, empathizing with consumers, and building strong relationships, as well as things they should avoid, like direct business management tasks.
BoBaby.com is a new website selling premium baby and kids goods focused on dads. The strategic recommendation is to position BoBaby.com as a place for fatherhood where dads can shop and share information. The target audience is new dads who are busy, rational men who research extensively online but don't have time to shop. The insight is that dads are like moms without maternal instinct, so BoBaby.com provides paternal instinct. The tagline is "Baby Solutions for dad." Phase 1 focuses on brand positioning through prints establishing BoBaby.com. Phase 2 drives traffic through interactive prints testing users' understanding of what babies want.
This document discusses the debate between the strong and weak theories of advertising. The strong theory argues that advertising can directly change consumer attitudes and behaviors, leading to increased sales. The weak theory argues that advertising mainly reinforces existing brand perceptions rather than directly changing attitudes. The document evaluates several models from each school and argues that neither fully captures how advertising works. It concludes that advertising's role goes beyond just generating sales, and its effectiveness depends on the specific communication objectives.
SxSW 2013: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people's lives. But where does persuasion live? What's caused the tipping point for the growth of this new wave of services? The primary characteristic of our new, connected world is the increasing ubiquity of sensors providing the ability to collect data passively and present it back—via feedback loops and visualizations—in a meaningful way to the user. New "smart products" with personalized intelligence about our behavior help us track how many time we brush our teeth or walk the dog with the hope we'll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
i*financial profile in San Antonio Business Journalkpmoore
1) Financial planners are increasingly focusing on understanding clients' values, life goals, emotions and hidden goals through in-depth conversations rather than just spreadsheets and numbers.
2) This process, called "life planning," helps planners and clients understand the client's relationship to money and where they want to go in life.
3) Planners delve into clients' feelings and discuss important life transitions to provide truly client-focused financial planning.
1) Financial planners are increasingly focusing on understanding clients' values, life goals, emotions and hidden goals through a process called "life planning."
2) This involves deeper conversations about clients' relationships with money, what is important to them, and how they want to live their lives in retirement.
3) Understanding clients at this level helps planners create financial plans that are truly tailored to clients' personal objectives and priorities.
PNC Bank asked the agency to design a credit card that would earn them money and fit their brand identity. The agency analyzed PNC's brand and learned they are the 4th largest bank in the US with a moderate risk profile. PNC was expanding into a new target market of younger consumers through their Virtual Wallet savings service. The agency proposed a credit card that offered 1% cash back on all purchases to be deposited directly into the user's savings account each month. This card was designed to help first-time consumers save rather than incur debt.
This document provides a summary of key concepts from Chapter 2 of the textbook "Medill on Media Engagement" by Abe Peck and Edward C. Malthouse.
The summary is:
1. Producing creative content is a strange process that inherently limits a producer's understanding of how consumers will experience the content.
2. To increase engagement, producers need help understanding the consumer experience and affecting it through "content contacts" - elements of the creative work.
3. Developing a clear "concept statement" in one sentence helps guide the creation of content contacts to ensure consumers are left with a specific intended concept or idea.
This document provides information on developing creative briefs for advertising campaigns. It discusses different approaches and formats for creative briefs, including:
1. The creative brief summarizes consumer and brand insights from research to provide direction and inspiration for the client and creative team.
2. Common sections include insights about the target audience, how they interact with the brand, what the brand wants them to know and feel, and the key insight or "big idea".
3. Agencies like McCann Erickson and Deutsch provide their own approaches to developing creative briefs, such as role-playing as the target consumer or focusing on strategic ideas and deliverables.
4. FCB's model categorizes purchase decisions
Your money doesn’t grow on trees…But it can surely grow in financial institutions like banks! The banking sector is the backbone of our economy. Thus, the importance of banks cannot be overstated.
More Details: http://pixelsutra.com/blog/banking-sector-marketing-tools-that-you-can-bank-upon/
The document discusses various marketing tools that banks can use to attract customers and promote their brand in today's digital world. It outlines tools like social media presence on Facebook and Twitter, videos on platforms like YouTube to educate and engage customers, mobile apps and online banking to meet customers where they are online, leveraging events and communities to interact personally, understanding different customer segments, and innovative technologies like virtual and augmented reality. The key message is that traditional banking is no longer enough, and banks must adopt new digital marketing strategies and tools to stay competitive.
The document discusses two longtime employees at The Buntin Group who are retiring after decades of service - art director Bill Holley after 47 years and media director Peggy Owen after 18 years. It notes their significant contributions to the agency and impact on others, with Bill Holley mentoring many young creatives and Peggy Owen guiding media planning, buying, and stewardship of client dollars. The document also mentions the Buntin Group kickball team that has raised money for charity through an annual game for the past six years.
The document summarizes insights from a marketing conference. Over 200 attendees participated in a real-time survey. Key insights include: 1) Marketers see opportunity in engaging youth through connectivity and technology; 2) Building trust in a brand is important, especially around crises; 3) Social media allows both seeking and providing recommendations, important for brands to have an ongoing dialogue. The summary captures the high-level theme of insights from marketing professionals on engaging audiences.
FUTURE Perspective is a quarterly newsletter written by Elaine Cameron, head of Strategic Research & Trend Analysis at Burson-Marsteller EMEA. The newsletter focuses on trends that have concrete communication takeouts.
This document discusses strategies for the furniture brand Script to engage urban Indian consumers. It notes that the target audience of Gen X and millennials are individualistic in their purchasing habits and prefer content and experiences over traditional ads. The brand aims to demonstrate freedom of living through partnerships and content that evoke emotions. Its strategy includes demonstrating paradoxical themes through spaces, performances and advocacy through conversations and collaborations. The goal is to have consumers view Script as a thought leader and turn them into evangelists for the brand through meaningful content and experiences.
The document discusses how advertising has become too sterile and detached from consumers. It argues that focus groups, research reports, and agency briefs reduce consumers to simplistic profiles that don't reflect the complexity of human behavior. As a result, advertising campaigns developed from these sterile inputs fail to meaningfully connect with consumers. The document advocates for a more empathetic approach that understands consumers' perspectives and experiences to create effective advertising.
The document is a whitepaper that discusses the problem of "sterile advertising" and provides suggestions for making advertising more effective. [1] It argues that while research, briefs, and following best practices are important, they often result in advertising that is too impersonal and fails to connect with consumers. [2] The key is for agencies to develop greater empathy for consumers by getting out into the world and directly engaging with people. [3] Agencies need a culture that focuses on understanding consumers as emotional beings rather than just data points.
This document discusses the debate between the strong and weak theories of advertising. The strong theory argues that advertising can directly change consumer attitudes and behaviors, leading to increased sales. The weak theory argues that advertising mainly reinforces existing brand perceptions rather than directly changing attitudes. The document evaluates several models from each school and argues that neither fully captures how advertising works. It concludes that advertising's role goes beyond just generating sales, and its effectiveness depends on the specific communication objectives.
SxSW 2013: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people's lives. But where does persuasion live? What's caused the tipping point for the growth of this new wave of services? The primary characteristic of our new, connected world is the increasing ubiquity of sensors providing the ability to collect data passively and present it back—via feedback loops and visualizations—in a meaningful way to the user. New "smart products" with personalized intelligence about our behavior help us track how many time we brush our teeth or walk the dog with the hope we'll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
i*financial profile in San Antonio Business Journalkpmoore
1) Financial planners are increasingly focusing on understanding clients' values, life goals, emotions and hidden goals through in-depth conversations rather than just spreadsheets and numbers.
2) This process, called "life planning," helps planners and clients understand the client's relationship to money and where they want to go in life.
3) Planners delve into clients' feelings and discuss important life transitions to provide truly client-focused financial planning.
1) Financial planners are increasingly focusing on understanding clients' values, life goals, emotions and hidden goals through a process called "life planning."
2) This involves deeper conversations about clients' relationships with money, what is important to them, and how they want to live their lives in retirement.
3) Understanding clients at this level helps planners create financial plans that are truly tailored to clients' personal objectives and priorities.
PNC Bank asked the agency to design a credit card that would earn them money and fit their brand identity. The agency analyzed PNC's brand and learned they are the 4th largest bank in the US with a moderate risk profile. PNC was expanding into a new target market of younger consumers through their Virtual Wallet savings service. The agency proposed a credit card that offered 1% cash back on all purchases to be deposited directly into the user's savings account each month. This card was designed to help first-time consumers save rather than incur debt.
This document provides a summary of key concepts from Chapter 2 of the textbook "Medill on Media Engagement" by Abe Peck and Edward C. Malthouse.
The summary is:
1. Producing creative content is a strange process that inherently limits a producer's understanding of how consumers will experience the content.
2. To increase engagement, producers need help understanding the consumer experience and affecting it through "content contacts" - elements of the creative work.
3. Developing a clear "concept statement" in one sentence helps guide the creation of content contacts to ensure consumers are left with a specific intended concept or idea.
This document provides information on developing creative briefs for advertising campaigns. It discusses different approaches and formats for creative briefs, including:
1. The creative brief summarizes consumer and brand insights from research to provide direction and inspiration for the client and creative team.
2. Common sections include insights about the target audience, how they interact with the brand, what the brand wants them to know and feel, and the key insight or "big idea".
3. Agencies like McCann Erickson and Deutsch provide their own approaches to developing creative briefs, such as role-playing as the target consumer or focusing on strategic ideas and deliverables.
4. FCB's model categorizes purchase decisions
Your money doesn’t grow on trees…But it can surely grow in financial institutions like banks! The banking sector is the backbone of our economy. Thus, the importance of banks cannot be overstated.
More Details: http://pixelsutra.com/blog/banking-sector-marketing-tools-that-you-can-bank-upon/
The document discusses various marketing tools that banks can use to attract customers and promote their brand in today's digital world. It outlines tools like social media presence on Facebook and Twitter, videos on platforms like YouTube to educate and engage customers, mobile apps and online banking to meet customers where they are online, leveraging events and communities to interact personally, understanding different customer segments, and innovative technologies like virtual and augmented reality. The key message is that traditional banking is no longer enough, and banks must adopt new digital marketing strategies and tools to stay competitive.
The document discusses two longtime employees at The Buntin Group who are retiring after decades of service - art director Bill Holley after 47 years and media director Peggy Owen after 18 years. It notes their significant contributions to the agency and impact on others, with Bill Holley mentoring many young creatives and Peggy Owen guiding media planning, buying, and stewardship of client dollars. The document also mentions the Buntin Group kickball team that has raised money for charity through an annual game for the past six years.
The document summarizes insights from a marketing conference. Over 200 attendees participated in a real-time survey. Key insights include: 1) Marketers see opportunity in engaging youth through connectivity and technology; 2) Building trust in a brand is important, especially around crises; 3) Social media allows both seeking and providing recommendations, important for brands to have an ongoing dialogue. The summary captures the high-level theme of insights from marketing professionals on engaging audiences.
FUTURE Perspective is a quarterly newsletter written by Elaine Cameron, head of Strategic Research & Trend Analysis at Burson-Marsteller EMEA. The newsletter focuses on trends that have concrete communication takeouts.
This document discusses strategies for the furniture brand Script to engage urban Indian consumers. It notes that the target audience of Gen X and millennials are individualistic in their purchasing habits and prefer content and experiences over traditional ads. The brand aims to demonstrate freedom of living through partnerships and content that evoke emotions. Its strategy includes demonstrating paradoxical themes through spaces, performances and advocacy through conversations and collaborations. The goal is to have consumers view Script as a thought leader and turn them into evangelists for the brand through meaningful content and experiences.
The document discusses how advertising has become too sterile and detached from consumers. It argues that focus groups, research reports, and agency briefs reduce consumers to simplistic profiles that don't reflect the complexity of human behavior. As a result, advertising campaigns developed from these sterile inputs fail to meaningfully connect with consumers. The document advocates for a more empathetic approach that understands consumers' perspectives and experiences to create effective advertising.
The document is a whitepaper that discusses the problem of "sterile advertising" and provides suggestions for making advertising more effective. [1] It argues that while research, briefs, and following best practices are important, they often result in advertising that is too impersonal and fails to connect with consumers. [2] The key is for agencies to develop greater empathy for consumers by getting out into the world and directly engaging with people. [3] Agencies need a culture that focuses on understanding consumers as emotional beings rather than just data points.
The document is a whitepaper that discusses the problem of "sterile advertising" and provides suggestions for making advertising more effective. It argues that while research, data analysis, and following best practices are important, they often result in advertising that is too impersonal and fails to connect with consumers on an emotional level. The whitepaper suggests that agencies need to develop a deeper empathy for consumers by getting out into the field, engaging directly with people, and hiring staff with backgrounds in fields like psychology. It also advocates embracing some degree of messiness and individuality in the creative process to develop ideas that truly resonate with audiences.
"Design for Delight": Delivering experience as a productPinkesh Shah
The document discusses creating memorable customer experiences and designing for customer delight. It provides examples of how Intuit uses deep customer empathy, generating many ideas, and rapid experimentation to develop products that delight customers. Intuit aims to understand customer problems better than customers themselves and solve problems in a way that improves customers' lives and earns their recommendation of products to others.
The document discusses how the retail industry is undergoing significant changes as consumers now expect engaging experiences from retailers and brands. It emphasizes that retailers should focus on building relationships with consumers by creating meaningful encounters rather than just focusing on single transactions. This can be done by courting consumers and adding social and emotional value through experiences. When retailers make investments in relationships by creating engaging experiences, it leads to stronger relationships, more positive word-of-mouth, and ultimately more and better customer transactions. The document uses various case studies and examples to illustrate this approach and how some retailers are successfully implementing it.
Why Customer Personas Still Matter - Innovate & Create Meaning Through EmpathyMarco Gervasio
The document discusses the importance of using customer personas in product development. It argues personas counter skepticism by being based on both quantitative and qualitative customer data, and help teams empathize with customers through humanizing representations of them. The author advocates bringing personas to life through tools like profiles, relationship maps, experience cycles and journey maps to guide the development process. Ultimately, the author believes personas can help companies create more meaningful customer experiences and value by understanding customers as people rather than just market segments.
Purposeful Painting capstone project to go on LinkedINKeith Cubert
This document discusses improving employee engagement, creativity, innovation, and collaboration through "co-creating brighter futures". It introduces Purposeful Painting, a nonprofit founded by Mari Knight that uses a co-creation art process to raise money for single mothers. Purposeful Painting aims to help empower women and improve lives. The document outlines the brand's purpose, positioning, benefits, and tagline to solve problems through co-creative artworks. It also includes observations from clients and customers, showing most enjoyed the fun, interesting, and unique aspects of the co-creation experience.
5 Common Mistakes to Avoid During the Job Application Process.pdfAlliance Jobs
The journey toward landing your dream job can be both exhilarating and nerve-wracking. As you navigate through the intricate web of job applications, interviews, and follow-ups, it’s crucial to steer clear of common pitfalls that could hinder your chances. Let’s delve into some of the most frequent mistakes applicants make during the job application process and explore how you can sidestep them. Plus, we’ll highlight how Alliance Job Search can enhance your local job hunt.
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SnapJob is revolutionizing the way people connect with work opportunities and find talented professionals for their projects. Find your dream job with ease using the best job finding apps. Discover top-rated apps that connect you with employers, provide personalized job recommendations, and streamline the application process. Explore features, ratings, and reviews to find the app that suits your needs and helps you land your next opportunity.
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Jill Pizzola's tenure as Senior Talent Acquisition Partner at THOMSON REUTERS in Marlton, New Jersey, from 2018 to 2023, was marked by innovation and excellence.
Resumes, Cover Letters, and Applying OnlineBruce Bennett
This webinar showcases resume styles and the elements that go into building your resume. Every job application requires unique skills, and this session will show you how to improve your resume to match the jobs to which you are applying. Additionally, we will discuss cover letters and learn about ideas to include. Every job application requires unique skills so learn ways to give you the best chance of success when applying for a new position. Learn how to take advantage of all the features when uploading a job application to a company’s applicant tracking system.
IT Career Hacks Navigate the Tech Jungle with a RoadmapBase Camp
Feeling overwhelmed by IT options? This presentation unlocks your personalized roadmap! Learn key skills, explore career paths & build your IT dream job strategy. Visit now & navigate the tech world with confidence! Visit https://www.basecamp.com.sg for more details.
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Begin Your Preparation Here: https://bit.ly/3VfYStG — Access comprehensive details on the FCP_FAC_AD-6.5 exam guide and excel in the Fortinet Certified Professional - Network Security certification. Gather all essential information including tutorials, practice tests, books, study materials, exam questions, and the syllabus. Solidify your knowledge of Fortinet FCP_FAC_AD-6.5 certification. Discover everything about the FCP_FAC_AD-6.5 exam, including the number of questions, passing percentage, and the time allotted to complete the test.
Joyce M Sullivan, Founder & CEO of SocMediaFin, Inc. shares her "Five Questions - The Story of You", "Reflections - What Matters to You?" and "The Three Circle Exercise" to guide those evaluating what their next move may be in their careers.
A Guide to a Winning Interview June 2024Bruce Bennett
This webinar is an in-depth review of the interview process. Preparation is a key element to acing an interview. Learn the best approaches from the initial phone screen to the face-to-face meeting with the hiring manager. You will hear great answers to several standard questions, including the dreaded “Tell Me About Yourself”.
2. The theatre was created to
tell people the truth
about life and the social
situation.
-Stella Adler
3. A few words about the playwright/director/lead
actress:
For about 7 of my 25 years, if you had to look for me,
I’d probably be on stage.
What does this have to do with planning?
Well, it means that I’ve had to be able to understand
the thoughts and desires of a lot of different people
very quickly (both real and fictional!)
I like to get beneath the surface of people and find
out what really makes them tick – as they say in the
theatre, it’s all about discovering a character’s
motivation.
While I may not have pursued a career in theatre, my
desire to get inside the heads of all sorts of
characters has never gone away.
I’m primed to figure out what people really want. Not
just what they say they want.
4. Act 1: PNC BANK
Cast:
Account Planner Whitney Bryan
Account Planner James Colistra
Copywriter Alphie Ali
Art Director Umut Gocmen
5. (At center stage stands THE CHALLENGE: PNC, a bank TARGET: We cemented our target as young urban
with a regional presence in the Northeast, Midwest, professionals – people between 22-28
and Florida, wanted to add a new credit years old in the first five years of
card to its portfolio and attract a new, dynamic their careers.
audience for the brand. The 4th largest bank in the
US, PNC achieved its rank through its commitment to INSIGHTS: After talking to some of these
customer service and to safeguarding its customers’ people, we discovered something
money and investments.) interesting. While young professionals
can manage their finances fairly well,
they have nothing left over
at the end of the month to save – they
HOW WE STARTED: After getting the brief, we began to just “break even.”
wonder about the credit history of
other people around our age and As one person we talked to said,
at a similar stage in life – do “I’m not sure how I’m supposed to save
they have similar credit histories? for the future when I have no money TO
What financial issues do they face? save.”
What do they wish they could change
about their financial situations? At this point, we decided that the card
we were going to create had to do
We researched PNC’s existing credit something about this cyclical process
cards and had a look at the market of breaking even month to month.
overall. None of the cards in PNC’s Clearly, this was an opportunity to
current line of personal cards were connect with a major frustration that
marketed towards college graduates our target had and demonstrate how PNC
or young professionals. can actively alleviate this
And, as we looked at the frustration.
credit card market as a whole,
the cards marketed to young THE CARD: We called our card the PNC Plus Card.
professionals had limited benefits. We decided that it would take a
percentage of what the customer spends
We decided that this presented on the card each month and put it into
an excellent opportunity a low risk mutual fund. It would
to draw in a new group of effectively help young professionals
customers to PNC. People who plan and save for their futures.
could be potential lifetime
customers. And we’d create a It also featured discounts at
product that actually suited participating restaurants and
their needs. entertainment venues in the areas where
PNC has a high presence.
6. COMMUNICATIONS STRATEGY: The PNC card for young CREATIVE STRATEGY: Breaking even is no way to live.
professionals helps you
break out of breaking even. ENGAGEMENT STRATEGY: Use interactive tactics that will
give consumers an immediate sense
of how the card will help them
save for the future.
-END SCENE-
7. Creative Executions
We created a microsite for the card, We also created a smart phone application that linked directly
where customers could manage their to the microsite.
monthly budget and monitor their
mutual fund.
Customers could see the
benefits of the card’s other
main feature, discounts at
local restaurants and
entertainment venues,
on their receipts .
8. A final thought about the creative work on PNC…
While our strategy tapped into a problem unique and specific to young professionals,
we should have made the creative campaign resonate more with our target audience. We
could have developed executions that depicted what our target’s futures would be like
without savings, and demonstrate how the card can improve these futures.
Additionally, we could have more closely examined what it means for our target to
lack the ability to save monthly in a more immediate way. Are they unable to afford
major emergency expenses? Do they have to cut back on small indulgences like buying
coffee in the morning and going out to dinner?
The creative work could have been stronger had we focused on these areas.
9. Act 2: Uncle Ben’s Rice
Cast:
Account Planner Whitney Bryan
Account Planner Ebubekir Kalkan
Copywriter Corey Stoddard
Art Director Juan Pablo Lemus
10. (Again, at center stage stands THE CHALLENGE: TARGET (contd): They wanted to make food that
Uncle Ben’s has traditionally tried to market to was wholesome and healthy and
mothers. However, its 90 second ready rice were concerned about artificial
variety hasn’t been connecting with them. We were ingredients and additives in their
tasked with finding new insights to help Uncle foods.
Ben’s better communicate this product to moms – or,
potentially communicate to an entirely new target.) INSIGHTS: We discovered that the “health
conscious speed cooks” had a
HOW WE BEGAN: To tackle this problem, we started few reservations about instant
out by looking at cooking blogs. side items – Uncle Ben and its
Interestingly, by reading the blog neighbors on the aisle which
entries and the comments, two include Hamburger Helper,
different types of cooks emerged. Rice-a-roni (and its sister
And they weren’t necessarily moms. Pasta-roni), Kraft Mac N
Cheese, and other similar
One type we identified as foods.
“aspiring gourmets” – people who
enjoyed the cooking process as As one member of our target
much as the meal itself and loved put it, “Stuff from the box is
to discover different recipes and kind of sketchy.”
experiment with ingredients.
Uncle Ben’s is most certainly
TARGET: We selected the other type of not sketchy – its ingredients
cooks we discovered as our target list is tremendously different
- the “health conscious speed- from other boxed items. How
cooks.” This group was more could we convince this group
interested in finishing the that Uncle Ben’s was a box
cooking process as quickly as without sub-par ingredients?
possible so they could get down to
the business of eating – their Fortunately for us, the answer
ideal cooking time was half an was on the Uncle Ben’s box
hour on average. Though they label. Unlike many of its
wanted to make meals quickly, they competitors, Uncle Ben’s states that
weren’t interested in it’s heart healthy and low in
compromising on the quality of the cholesterol on the box – its wholesome
ingredients in their meals. credentials are obvious.
11. THE COMMUNICATIONS STRATEGY: Uncle Ben’s rice is the THE CREATIVE STRATEGY: Uncle Ben’s – wholesome food
only box that fits in real estate.
with your wholesome meal.
THE ENGAGEMENT STRATEGY: Use print and online tactics
that demonstrate how Uncle
Ben’s rice fits in with the
other healthy items on
your plate.
-END SCENE-
12. Creative Executions
We created a coupon print piece,
inserted into the real estate
section of papers, positioning Uncle
Ben as a “food realtor.”
We came up with
print executions
that illustrated
the real
estate theme.
We also created a web banner directly comparing Uncle Ben’s
to its competitors.
13. A final thought about the creative work on Uncle Ben’s…
Our creative executions needed to better specifically reflect what our target is
already cooking, and how Uncle Ben’s fits in with those meals. Our tagline and
creative idea allude to this, but the executions themselves stop short of
illustrating the exact types of meals our target is making, and how Uncle Ben’s fits
in with those meals.
14. Act 3:
Starbucks Doubleshot
Coffee + Energy
Cast:
Account Planner Whitney Bryan
Account Planner Ebubekir Kalkan
Copywriter Corey Stoddard
Art Director Juan Pablo Lemus
15. (For the last time, at center stage stands THE INSIGHTS (contd): College students drink a ton of
CHALLENGE: The North American Coffee Partnership energy drinks, but all of the
[NACP] and Freedom Zone tasked us with developing a drinks only focus on giving them a
marketing platform based on the film industry to boost of physical energy.
promote Starbucks Doubleshot: Energy + Coffee.
While the drink leads in sales against its direct None help them create sustained
competitors, Java Monster and Rockstar Roasted, mental energy – an important thing
NACP and FreedomZone wanted to generate greater to have when you’re constantly
brand awareness in younger consumers, specifically looking for inspiration to write
college students. Additionally, HBO agreed to help papers and essays.
facilitate part of the project to create greater
brand desirability amongst the same audience.) Starbucks Doubleshot has
ingredients that help boost mental
performance. The caffeine in the
HOW WE BEGAN: We looked at the energy drink drink gives you an initial jolt of
market as a whole to see how energy, and the guarana and ginseng
Starbucks Doubleshot compared to in the drink are known to boost
other drinks in the marketplace. mental functions.
We read online energy drink
reviews and looked at marketing We realized Doubleshot was uniquely
programs that brands like Monster, positioned to give our target
Rockstar and Redbull have something they needed, but hadn’t
developed and are ever gotten from an energy drink
currently developing. before – mental energy. But we
wanted to go one step farther and
We also conducted a series of tell our audience why having
focus groups to find out how sustained mental energy is
college students consume energy important. We wanted to tell them
drinks. We wanted to find out exactly what extra mental energy
what brands they drink, and where can help them do – overcome those
and why they drink them. pesky mental barriers that plague
many people anytime they sit down
INSIGHTS: Our key findings came from an to write something.
intersection between unique
characteristics of the Doubleshot
product, and how college kids have
been buying and drinking
energy drinks.
16. “PROJECT WRITER’S “PROJECT WRITER’S
BLOCK”: We decided to build a platform BLOCK” contd: The story would go into production
that focused on the most common during its completion and premiere
mental barrier – writer’s block. as an actual movie on the HBO
The centerpiece of the project channel, HBO’s website, and as
worked like this: part of HBO and Doubleshot’s
current college film program
Screenwriter Alan Ball, “Doubleshot Double Feature.”
Academy Award winning
screenwriter and creator of HBO’s COMMUNICATIONS
True Blood, would announce that STRATEGY: Starbucks Doubleshot helps you
he needs help finishing his next breakthrough mental barriers.
project - a new TV movie for HBO.
He would start off his concept CREATIVE STRATEGY: Write on with Starbucks
for the story (introduce the Doubleshot.
characters and the basic
scenario) and then ask the public ENGAGEMENT
to help him finish it. STRATEGY: Generate grassroots buzz and
galvanize people to participate
The story would be completed in with the brand with word of mouth,
phases – after Alan explained the experiential, and online tactics.
intro, the public would first
develop and pitch ideas for the -END SCENE-
rising action, then the climax,
then the falling action/ending.
For each phase of the story,
people would get to submit their
ideas online at a microsite, and
other users/members of the public
would vote on their favorite
ideas for how the story should
progress. So, the idea that
received the most votes would be
the idea for that phase of the
story, then people would submit
ideas and vote on the next phase
of the story, and so on.
17. Creative Executions
…in addition to on and offline
We used social media to generate buzz
community boards and classified
about the project…
listings.
18. Creative Executions
The microsite provided background on the rules for the project, Alan’s story intro, and a space to
submit your own ideas…
The microsite also
provided practical
help on how to get
over writer’s
block – you could
find out the
nearest place to
get a Doubleshot,
and view live
feeds to get
visual
inspiration.
19. Creative Executions
For college students, we created giant “writer’s blocks,” where
people could write words of inspiration to help overcome
writer’s block. Doubleshot campus ambassadors would be on hand
to hand out product samples.
We also developed an online version of
the giant block, which projected
people’s words of inspiration onto an
a web banner.
20. A final thought about the creative work on Starbucks Doubleshot…
The creative idea reflected the strategy and contained engaging, audience-relevant
executions. The central part of The Writer’s Block project could have been adjusted
to be more low-involvement. The project required people to submit story ideas in 500
words – we could have found a way for people to continue the story in a more
effortless and less time-consuming way.
We could have also developed point of sale executions to directly drive additional
sales of the product. While our project has many awareness-raising components, we
should have created executions that would do more to actively drive consumers to buy
Doubleshot.
21. If you’re casting for a new planner…
…check out my experience below
302 Vine Court
Mandeville, LA 70448
whit_14@hotmail.com
Whitney Elana Bryan (985) 373-8446
Experience Highlights Education
MORE TH>N Insurance "Life's Worth" Campaign: Worked alongside Hyper, digital arm of Fallon, to Miami Ad School – Account Planner’s Bootcamp 2010
create the "Life's Worth" website (http://www.yourlifesworth.com/) - an online tool that allows
MORE TH>N customers to calculate the worth of their home contents and predict how the value of M.A. International Public Relations; Cardiff University, School of Journalism and Media, 2007
the contents will change over time. Graduated with distinction (equivalent of Summa Cum Laude)
Kellogg's NutriGrain "Bring back the tea trolley" Campaign: Worked to develop an online viral B.A. Loyola University New Orleans, 2006
(http://www.youtube.com/watch?v=WszjwMV7BEs) and media drop initiative featuring Kellogg's Major: Drama/Communications
baker boys calling for a return to the traditional British tea breaks at 11am and 4pm. The PR President, Alpha Psi Omega (National American Dramatic Honour Fraternity)
activity supported the Kellogg's NutriGrain television campaign. Member, P.R.S.S.A. (Public Relations Student Society of America)
Graduated Summa Cum Laude (3.9 GPA)
Apetina Cheese "Text for recipes" Campaign: Worked to develop mobile service allowing Apetina Academic Scholarship and Drama Scholarship to Loyola University
cheese customers to receive recipe ideas via SMS. Apetina's retained advertising agency, McCann Dean’s List Every Semester
Erickson, supported the activity with a print campaign.
Additional Skills and Interests
Work Experience
Languages: Spanish (intermediate)
Third Sector PR Classically trained mezzo-soprano
London, England, UK Participated in over 15 productions in the New Orleans, Louisiana theatre community, including
Senior Account Executive original works as well as contemporary and classical plays (Chekov’s The Cherry Orchard, Gilbert
January 2009 – September 2009 and Sullivan’s Pirates of Penzance and The Mikado, Wilder’s Picnic)
Cow PR Additional Honours/Memberships
London, England, UK
Account Executive Member, Alpha Sigma Nu (National American Jesuit Honour Fraternity)
January 2008 – December 2008 Member, Sigma Delta Pi (National American Spanish Honour Society)
Loyola University Women’s Issues Leadership Award-2005
Zehnder Communications
New Orleans, LA, USA References
Public Relations Associate
January 2006 – August 2006 Nick Dear Amy Mahfouz
MORE TH>N Tulane University
External Communications Consultant Communications Manager
Nick.dear@uk.rsagroup.com amy_mahfouz@hotmail.com
(+44) 207 337 5620 504 337 6181