ELVIRA AGUILAR
2008 Bachelors of Business Administration Marketing Concentration
University of North Texas
Denton, TX 214-316-0114 Elvira.g.aguilar@gmail.com
PROJECT BOOK
The Studio
HELLO THANK YOU
for expressing an interest in my professional project book.
Let me start by introducing myself. My name is Elvira Aguilar, I have a business degree from the University of North Texas, and I bleed Mean Green. Since my graduation in December of 2008, I’ve kept a strong connection with the University, serving on the governing board of my beloved business fraternity, taking continuing education courses, and working on the branding campaign for the newest College within the University. As a member of Mean Green Nation, I gained hands on experience in the operations of a higher education institution, public relations, development and alumni affairs. I was a student fundraiser for the University which led me to my position as a student assistant for the College of Information. Since graduation, I have been working with the External Affairs director to develop and implement the new College of Information rebranding. My duties include administrative work, news feed maintenance, designing and editing many publications, purchasing print and advertisement materials, and event planning. My course work focused on product and brand management, non- profit marketing, and market research. With fellow classmates, I was able to work on consulting projects for several local companies. This book contains some of the projects of which I am most proud. I am always willing to learn and grow professionally. I hope this book illustrates my dedication to my work, and that it peaks your interest in what I can do for your latest endeavor. Sincerely, Elvira G. Aguilar
CONTENTS 1. Resume 2. Denton Live Magazine Article
Developed for the Denton Visitors Bureau biannual publication Layout and Copy- E.Aguilar Photo by E. Padilla
3. Golden Chick Ad Campaign
Developed in Advertising Campaigns course and pitched to Golden Chick Corporation EME Advertising- E. Aguilar, M. Libick, E. Gilbert
4. Branding Campaign
Research, Development, and Implementation by College of Information External Affairs J. Curtis - External Affairs Director E. Aguilar- Marketing Assistant A. Poncy- Alumni Assistant Logo, Art, Graphics and Layout by BWC Creative, Richardson, TX
5. The Studio Business Plan
Developed for The Studio, Inc. Apparel Firm, Plano, TX By H. Davidson Consulting, E. Aguilar, A. Cox, E.Eysermans, B. Goodson, A. Gavitt, M. Loftus, A. Misgina, S. Rolfes, L. Temple
6. DSP Adverstiment
Copy, Art and Layout E. Aguilar
BACHELORS OF BUSINESS ADMINISTRATION -MARKETING CONCENTRATION UNIVERSITY OF NORTH TEXAS – DEC. 2008
1. RESUME
PROFESSIONAL SKILLS • Skilled in Microsoft Office including Word, Excel, PowerPoint, and Publisher. • Familiar in Photoshop, Paint Shop Pro, Fireworks, and InDesign. • Strong communication skills, professional presentation experience, and sales representative experience. • Knowledgeable in financial aspects of marketing planning. • Fluent in Spanish. • Experience in team settings as well as independent work force. • Four years of experience in promotion, fundraising, and leadership through student organizations at UNT. EMPLOYMENT HISTORY UNT- COLLEGE OF INFORMATION
• • • • • •
MARKETING ASSISTANT Engaged in active team participation in market research, branding proposals, and implementation of rebranding strategies. Implemented advertising and media plan. Drafted strategic plan for recruitment and designed recruitment materials and print ads. Managed and uploaded College news stories at www.coi.unt.edu to position the College as a leader in innovative changes Executed annual alumni events from venue exploration to promotion and budget monitors. Drafted, edited, and designed various ads, brochures, and other communication pieces.
• • • •
DEVELOPMENT ASSISTANT Aided College as development representative after full time Development Officer’s resignation. Improved and maintained a strategic stewardship plan as a measure to attract and retain donors. Coordinated new donor and renewal packet distribution. Analyzed financial data to generate and publish annual donor newsletter.
MAIN EVENT ENTERTAINMENT
FEBRUARY 2008 - PRESENT
• • • •
JULY 2007- FEBRUARY 2008
EVENT COORDINATOR Gained experience with direct marketing through email blasts, community event booths, holiday promotions and campaigns, daily sales pitches, and customer surveys. Managed center’s donation distributions to various local non – profit organizations. Maintained relationships with customers planning birthday parties, corporate events, and school field trips. Executed event transaction from contract and logistics plan to actual event operation.
UNT-OFFICE OF DEVELOPMENT
• • •
STUDENT DONOR DEVELOPMENT ASSOCIATE SEPTEMBER 2006- MAY 2007 Acted as a liaison to alumni and donors through phone call, donation appeal, and pledge card mail out. Entered data to track fulfilled pledges and contact outcome. Realized over $1,000 in fulfilled pledges over the course of three months
PROFESSIONAL ORGANIZATIONS
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DENTON LIVE MAGAZINE- UNT MAGAZINE PRODUCTION COURSE Contributing author and layout designer for college credit spring 2009.
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DELTA SIGMA PI – BUSINESS FRATERNITY Vice President- Scholarship and Awards spring 2009, Fundraising Co-Chair fall 2008, Historian spring 2008.
• • • •
NORTH TEXAS REAL ESTATE CLUB Secretary 2006-2007, Member 2005- 2008. NONPARTISAN STUDENT ORGANIZATION Director of Publicity 2005-2007: Duties included recruitment, North Texas district liaison, event, lecture series, and political campaign promotions through fliers, sidewalk chalking, viral and word of mouth campaigns. Scholarship Recipient 2005- 2007. NEW PRODUCT DEVELOPMENT STUDENT ORGANIZATION Member- Completed course work focused on innovation, product development, and brand management.
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BY SHAPLEY BYHALEY ELVIRA AGUILAR
]
2. MAGAZINE ARTICLE
HIP TO BE SQUARE Denton’s Downtown Square
Your Boredom Bailout
A
t first glace, Denton’s historic downtown seems like a quaint attraction for antique enthusiasts. Anchoring the Square is the massive courthouse, built in 1896 in Richardsonian Romanesque style on the highest point in the city. The Courthouseon-the-Square can be seen for miles away, beckoning all to Hickory, Oak, Locust and Elm Streets—the heart and soul of Denton, not just in the past, but today, too. The streets are lined with shops offering one-ofa-kind table lamps and the rarest of books as well as places to stop and sip. It may be quaint, but it’s not sleepy. Denton has been a Texas Main Street City, part of the National Trust for Historical Preservation, ever since 1990. “Our Square is different because we have the best courthouse,” says economic developer Julie Glover. Then she laughs. Everyone in Texas says they have the best courthouse, but Denton has something more. “The preservation of our historic elements is what makes us, us,” she says. Over 50 stores, restaurants, lounges and bars are within walking distance of the Square. You’ll find the corporate crowd as well as Sweet Sixteen partygoers, families with tots, spur-wearing cowboys, and the hipster college crowd. While nostalgia is strong downtown, it’s not just the turn-ofthe-century kind. Hailey’s, an indie-rock club in town, offers now “retro” ’80s and ’90s dance nights. Finding parking is no headache. Once settled, it’s easy to hoof it to the entire night’s activities. The Square’s budgetfriendly offerings make it easy to foot the www.dentonlive.com
Photo by Elizabeth Padilla
bill, too. Here are just a few of the deals downtown. Check out pages (###) and (##) for more listings.
» HAPPY HOUR ($ cheap)
Happy hour Texan-style can be done for less than a glass of wine at many chain restaurants. The powerful scent of cedar chests housing a collection of wines and cigars greets visitors to Bushwacker’s Wine Safari, one of the wine cellars downtown offering weekend specials. Don’t worry about the 4-foot wooden Indian chief who guards the entry. A cry of “Y’all sit anywhere you want. It’s real laid back!” welcomes newcomers to the Friday wine tasting. The regulars sit around the bar as the professional guide welcomes you with the current favorite, Argentinean white wine. Want to drink al fresco? Try the patio out back.
» DINING ($$ pretty darn cheap)
It is no secret that Texans have matchless taste buds. Spiced- up cuisine at Sweetwater’s Grill and Tavern hits the spot without breaking the bank. If fried bologna sandwiches and sweet potato fries are not your style, try the traditional Texas chow at Denton County Hamburgers or Rudy’s Diner, the pub grub at Loophole or Hooligans, or the British fare at the Abbey Inn. Just off the square, Giuseppe’s offers an authentic Italian cocina housed in an old Victorian manor, the Green House Restaurant serves up steaks and burgers from its open-fire mesquite grill, and Fuzzy’s Taco Shop does Baja Mexican with style.
» LOUNGES ($-$$)
No visit to Denton is complete without experiencing the musical revolution behind our emerging reputation as the “new Austin.” Many venues near the Square have no cover charge and shows are typically less than $20. Dan’s Silver Leaf has a Cheers feel and a reputation for standard rock ’n roll. On a nice day, sit on the deck with a frosty mug. Andy’s Bar & Grill offers three levels of seating, two full service bars and a rotating group of local talent. Coffee houses such as Hydrant, Banter and Jupiter House serve up a venti cup of entertainment too, often booking live bands. Young or old, hip or square, Denton’s downtown area has something for everyone. Put on some walking shoes and head down to the square, no reservations required.
[ just the facts ] When: Most venues are open all week long. Weekends start on Thursdays. Where: The Square: Locust, Hickory Oak, Elm and surrounding streets. Hours/ Admission: Check out www. dentonlive.com for more information on venue hours and locations. What to bring: Dancing boots and friendly faces. Keep in the doghouse: Platinum cards, stuffy attitudes.
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3. AD CAMPAIGN Golden Chick Campaign developed and pitched to Golden Chick CEO and Director of Marketing. Voted Best Media Plan out of five submissions. Supplemental plans book available for review.
4. BRANDING CAMPAIGN
Research, Development, and Copy: College of Information External Affairs Artwork and Layout: BWC Creative, Richardson, TX
Name and Logo Transformation Before:
College of Information, Library Science & Technologies Preparing Professionals for the Information Century After:
The intersection of People, Information, and Technology.
Advertisements After:
Before:
5. BUSINESS PLAN
The Studio
Prepared by H. Davidson Consulting For “The Studio, Inc.” Apparel Design and Music Promotion Firm Plano, TX
Marketing Plan Excerpt 7.0 Marketing Strategy 7.1 Target Market Age: 15-30 Average Family Income: $40,000/yr + Average Discretionary Income Per Capita: >$7,000/year Education: High school students, college students and graduates Distinguishing Traits: They are the trendsetters, often setting the pace for artistic, musical, and fashion trends. Macro Segment The target market identified is composed of young adults aged 15 to 30 years old. This age group is commonly known as “Gen Y” and because of their size and discretionary income, the cohort is a very important target for retail. It is estimated that this group influences 81% of family apparel purchases. This segment wants quality goods, are brand loyal, and willing to pay more for brand names (Sullivan and Heitmeyer, 2008). This target market is also invested in time spend on entertainment and online shopping, and are often difficult to reach via traditional advertising media (Sullivan and Heitmeyer, 2008). Micro Segments The Artist This consumer is one who is interested in artistic and musical trends and frequent events such as galleries, park jams, and concerts. They often set the pace for trends within music, art, and apparel. They strive to be individual and are quality seekers. The artist thrives on a unique image and a portrayed sense of individuality. The Appreciator The second micro segment can be identified as the appreciator of the “artist”. This consumer is perhaps not setting the trends but is quick to identify them and help trends grow. They spend a large amount of time online, focusing on music, entertainment, and shopping.
5. BUSINESS PLAN 7.4 Advertising and Promotion The Studio is allocated a limited marketing budget of $6,000. To most effectively use the budget, guerilla marketing will be the best marketing campaign. The objective is to have the Studio be known as the buzz of the art district is the objective. To properly use this technique, an array of media will have to be utilized. Examples of how the media will be used is below • Club Flyers- 4 x 6 post cards are a great tool because they are inexpensive and can easily be given out and held on to because they are not excessively large but not too small to lose. • The Studio will utilize technology by producing videos and playing them on monitors at local events. Videos will be used to help establish the brand name. • Since the primary outlet for the products is the website, the internet will be a primary source of media. To attract more traffic to the website, creation of blogs and posting of videos on website will be key to increase traffic. Also, posting videos on media-share websites like YouTube.com is a productive vehicle of promotion. 7.5 Pricing The Studio will determine pricing by cost incurred. Below are the costs that The Studio expects to incur. Some of the fixed cost will be: • Marketing, Depreciation of equipment, Utilities, and Insurance The variable cost will be: • The ink used • Blank T-shirts as canvas The remainder of the costs falls between fixed and variable cost and they are: • Marketing/Advertising has fixed cost as in the monthly payment for the video production equipment, but has variable as in the purchasing of the flyers. • Utilities are fixed because we will have a utilities bill, but if production increases significantly utilities will be used more, raising the bill • Insurance 7.6 Distribution Strategy The Studio will use multiple methods to distribute products. They are listed below: • Directly from the company website. This is the primary method. • Sales at booths at park concerts and various other cultural development events. • Product line will be sold at a few prime boutiques in the art district. The Studio will need to have an effective sales tactic and promotion to survive. Below are examples: • On the website we will have a section for featured products, new products and on sale products (CheapesTees.com, 2008) • To increase traffic at website, when at events, we will give coupon with purchases that will save consumer 10 % on next purchase made on webpage. (Beaulieu, 2008) • To provide better location of products in boutiques, will make arrangements with store owners. (businesslink.com, 2008) • Videos produced will be a key sales tactic to create demand for the brand and promote the products
6. ADVERTISEMENT
Delta Sigma Pi America’s Foremost Business Fraternity
Spring 2009 Recruitment
POOL TOURNAMENT & GAME NIGHT Pool
Ping Pong
Games
University Union– The Syndicate Monday, February 16th 4 PM– 6PM
Fun
For more information about Spring Recruitment: www.unt-dsp.com untdsp@gmail.com