my major or how I came to be on the account side
When I entered the Advertising program at Brigham Young University, I will admit that the account side was not the route I had in mind. I had big dreams of designing. Designing ads, designing logos, designing houses—designing anything and everything they would let me, really. I was half way through my minor in visual arts and thought that going down the creative path was the next option, obviously. However, after a couple of semesters in the program, I realized that creative wasn’t necessarily what I wanted to be doing. I realized that I really enjoyed the account side of Advertising. I actually like research (which was a bit of a shock to me, I didn’t realize that I would enjoy it as much as I do). I love finding the insights that set the product apart from everything else, that one aspect that makes the difference. I really enjoy looking into the mind of the consumer, finding out exactly what they want, and how the product can help them get it. I love the brainstorming process and finding the direction the campaign should go in. I love working with the client. With my visual arts minor, I have the training to fulfill my artistically creative side, while the account side satisfies my need to understand and organize.
My name is Carrie. I am an advertiser. My favorite color is orange, and I can only cross one of my eyes. I like clocks and trees. I enjoy old music and older movies. I read. I draw. I bowl. I run (slowly). I dance by myself and I sing out loud. I can do a killer cartwheel. I love my family and I’m scared of dogs. I’ve mastered the art of tumbling down stairs. I hail from Oklahoma, but I’ve driven all over. I love color and type and art. And commercials. 2
3325 S. Ash Ave. Broken Arrow, OK 74012
918 · 779 · 5813
firstname.lastname@example.org Other Experience
Bachelor of Arts in Communications, Advertising Emphasis/Visual Arts Minor Brigham Young University, Major GPA 3.76 on a 4.0 scale
Student Employee Brigham Young University Telefund, Spring 2010-May 2011 · Contact alumni for donations · Raised substantial funds for BYU Summer Inter McElroy Manufacturing, Inc., June 2007-August 2007 · Expedited late orders · Tested technical equipment
Skills Relevant Experience Intern at The Geppetto Group June 2011-August 2011 · I headed the recruitment of participants for focus groups for The Foundation For Jewish Camps · With the team, I worked on a project with Nabisco to improve the image and brand equity of Honey Maid Graham Crackers, as well as to understand consumer’s perception of Ritz Bits and Teddy Gra hams. · I helped to set up focus groups with facilities all over the country. · I assisted Strategic Planning team by updating The Geppetto Group’s Proprietary Studies. · I worked on a project to increase awareness for The College Board’s new web site. BYU Ad Lab Spring 2010-Spring 2011 · Gatorade · In order to promote Gatorade Powder, we conducted qualitative research to gain insights into the consumer. From this information, we developed a campaign that highlighted powder to bring it to the forefront of the minds of teen athletes and their parents. We presented our work and ideas to TBWA\ Chiat\Day in April. · Nature Valley · I worked with a group to develop a campaign involving social media to bring people back to the web site and back to the brand. We presented our social media campaign to Nature Valley in April · Tipping Bucket ·Tipping Bucket is an organization that raises funds for projects all over the world. They came to the Ad Lab because they wanted to be more prevalent. We gave them ideas of how to keep their current donors interested as well as gain new donors. We also helped them get into the top 30 in the Pepsi Refresh Project. · BYU Honors Program ·The Honors Program was having a problem keeping students interested in the program throughout their education. We developed a brand model of who these students are. We then gave the Honors Program a redesigned version of their current program, telling them what they could do to keep the Honors students interested. · BYU Orca Grants ·BYU Orca Grants are grants given by the Office of Research and Creative Activities at BYU. The Of- fice came to the Ad Lab to increase the number of applicants. We developed a strategy and a cam paign that was intriguing to students, drawing their attention and interest in Orca Grants.
· Proficient in the Adobe Design Suite · Proficient in both Microsoft Office and iWork · Excellent time management skills · Team player · Leadership ability
Reading · Movies · Music · Violin · Running · Bowling · Drawing
res ume 5
The Geppetto Group
Humana Vitality: I assisted in setting up focus groups to test a new website promoting a healthy lifestyle in kids by contacting focus group facilities.
Over the summer of 2012, I spent 12 fun filled weeks in the great metropolis of New York City serving an internship with The Geppetto Group.
Geppetto Group Proprietary Studies: I updated examples and pictures in 30+ Geppetto Group Proprietary Studies, making sure that they were in the new template and the examples were relevant for the current time and would be pertinant in future presentations.
The Geppetto Group
PBS Kids: I worked to get to know the PBS Kids website and the positives and negatives behind it. I also helped to set up focus groups and one-on-one interviews by contacting focus group facilities and hammering out the logistics of who would be interviewed and when. College Board: I helped to brainstorm new ideas of how to make the College Board website more attractive and accesible to high school juniors and seniors.
Clients and Duties The Foundation for Jewish Camp: I headed the team for calling and recruiting 12 parents and 8 kids in the Chicago and L.A. areas for focus groups. I helped write a screener for the recruitment for both parents and kids. Kraft: I helped plan focus groups in New Jersey and Dallas with both moms and kids about the image of Honey Maid, Ritz Bits and Teddy Grahams. Once the focus groups were over, I helped to interpret the findings and information and compile it into a report to be presented to Kraft. Once we had presented the data to Kraft, I filled out a 40 page report about how our findings related to the global market for Kraft.
Fresca Vita The Assignment Our client came to us with the idea to develope an.”organic type of luncheable.” They felt there was a market for it, and wanted our research to find them a niche for such a product.
In order to hone in on the market and develop the product, we conducted both secondary and primary research. For secondary research, We conducted research from over 17 sources. For primary reseach, We did 9 ethnographies and in-depth interviews, as well as 2 focus groups and a survey with over 100 respondents.
Research Findings Secondary Research:
68 million women employed in U.S. 34.5 million of workers are in high paying management or professional occupations 46.1% of organic product consumers are women ages 30-45 90% of women said their lunch isn’t as healthy as they’d like
99% of survey participants are working 93% said they wished there were a healthier onthe-go lunch option 82% say it is important to them that they eat healthy 56% have 2 hours or less of free time a week 42% buy healthy food because they did research
The Problem and Solution When we received the assignment, our client asked had a target in mind. They thought that the main target would be mothers of young children. However, our research did not support this as the best target. Rather, we found that this product would be better suited for working women. From our research, we were able to not only choose the target, but we develop a product. We developed package design, menu, and a distribution plan as well.
“The healthier food is the more pure from the ground. You wouldn’t find a Lunchable growing from the ground!”-Jenny Welton, CEO’s wife and busy mother of 6 kids
“Healthier stuff is more expensive. I just try to find a good blend of cheap but healthy.”-Mandy Teerlink, age 21
The Strategy For afﬂuent working women ages 25-35 who are health conscious, Fresca Vita is the healthy on-thego lunch that gives them more “me-time” in their hectic schedule.
Map of Survey Respondants
Advertising Objective: Create a natural healthy, on-the-go lunch package. Build awareness of our product as the healthiest choice for the least amount of preparation. Target: Women ages 25-35 who are educated, health-conscious, mobile and very busy. She plays a variety of roles in life—associate, friend, leader, socialite, etc. Healthy eating is at the root of her self-confidence and performance in every avenue of her world. She needs optimal lunch choices that won’t slow her down, but will get her through each demanding day. Her time is money, so she is willing to pay more for her lunch if it makes her days that much easier. After doing all she can in the world, her “me-time” is very valuable and rare. She likes to reward her body that allows her to accomplish so much by eating well, exercising and enjoying nature. Likewise, she supports companies that are eco-friendly. Insight: “I try to pack a healthy lunch, but I don’t always have time. It’s really irritating, because a lot of my food is not easy to just grab quickly.”
Promise: Fresca Vita promises the healthiest, grabable lunch options that add more me time to
Support: • • • •
Convenient packaging (“Mix-and-match options, like a wardrobe”) Creative variety Fresh, natural ingredients Reasonably priced
Hummus Flaxseed Tortilla Chips Jicama Sticks Pita Bread Carrots Multi-grain crackers Granola Edamame Celery Healthy Dip Fruit slices (grapefruit, apples, oranges) Yogurt Dip
Convenience of Lunchables Healthiness of a fresh garden meal Variety of a restaurant
The Final Product
The Creative Brief
Packaging: Convenient packaging (“Mixand-match options, like a wardrobe”) Creative variety Fresh, natural ingredients Reasonably priced Brands are successful with the afﬂuent when they are: intelligent, efficient, innovative and stylish
Tone: Fresh (natural) Modern Honest (informative)
Media Assignment: Point of purchase, informative ads about our product’s nutritional benefits Poster ads outdoors and in workout facilities/yoga studios Branded water bottles for workout facilities/yoga studios Sponsor and hand out samples at events like Race for the Cure, Women’s Health Week, etc. Website where women come together to share how they like to mix-and-match their options and what they’re doing with their “me-time”
L’Oréal Brandstorm 2010
Define the consumer: Modern Bachelor Playboy 18-30. Our target market for Diesel’s new beauty product is a single (unmarried) man around the age of 25. He is concerned with feeling good and looking good. He is a confident, upper middle class bachelor who values his social as well as economic success. Currently, sales for male beauty products are high because of the recession. As jobs are limited and money is tight, he looks to boost his selfesteem by revamping his appearance.
The End Product
The Competition Last year, I participated in the L’Oréal Brandstorm Competition. We were given the assignment to create a product and develop marketing campaign for a male beauty product, not a fragrance, for L’Oréal’s Diesel. In order to develop fully, we first had to analyze the market, the consumer, and the brand.
The Problem and Solution Our challenge was to bring the Diesel brand into more markets than just fragrance by creating a beauty product range for men. Make it the new Diesel franchise. Our team developed a self tanner for men entitled “TINT.”
Based off of the success of Diesel’s current clothing and fragrance lines, the company has a strong presence in the fashion industry. Because of Diesel’s masculine edge, they are the perfect company to break into the male beauty industry. The brand followers are loyal and would most likely be accepting of a new line of beauty products.
The New Product: TINT, a daily body moisturizer specifically for men that healthily and gradually darkens the skin over a period of days. Five days of usage results in two skin shades darker.
L’Oréal Brandstorm 2010
Position: TINT will be part of a new branch of the Diesel beauty line for men. This product will help create an overall experience for Diesel customers. Diesel will now be a competitive company in the male beauty industry. Our overall strategy is brand awareness for Diesel’s newest product, TINT through commercials,print ads, a web site and alternative media. The advertisements will convey how our product is integral to a man’s social standing and image. The ads will be strategically placed in major cities across the world, where our target market resides.
The Work In order to develop our product,My team and I did extensive secondary research to understand the
market. From our research of the market, we were able developed a brand model explaining our objective, our market, and our strategy.
BYU Honors Program
Current Position: A worthwhile program whose burdens outweigh the benefits.
Desired Position: Honors is the marathon that proves your academic prowess.
The Client While working in the BYU AdLab, We were given the assignment to find a way to help the BYU Honors program revamp their image.
“Ambitious Academic Marathoner” These freshmen and sophomores took honors and AP classes in high school to prove their academic prowess—to prove they were the elite. The Honors Program was the next logical step. They began to establish themselves through the Honors program, but when other opportunities* presented themselves, they became overwhelmed and Honors was dropped from their priorities. They still feel that cultural experiences are important and participate through Great Works and Honors classes, but do not think a thesis is the best way of optimizing their educational experience. We hope to target these students because they are still in the early stages of their education. We want to convey to them, through our advertising, that Honors is a good addition to their education, offering a good challenge for their academic stamina.
The Problem and Solution
*Opportunities include excellence within their field of study as well as other aspects of their lives.
The Honors Program had been having a difficult time keeping their students enrolled in the program. Research revealed that students dropped out of the honors program for three reasons: they felt a lack of support from faculty, they found other relevant academic opportunities, and they felt overwhelmed by requirements. We developed a Brand Model and a strategy for the program to reposition themselves as a way fulfilling program that is not only attainable, but also helps students prove their academic merit.
Core Desire of Target Market:
BYU Honors Program
The Brand Model/Creative Brief
“Academic Runner’s High” These students are classic over-achievers. They need a sense of accomplishment and will not settle for anything less than their best. They seek experiences that satisfy the need to excel.
What Honors Offers: Honors provides the course for the marathon. It is an avenue that fulfills your need to over-achieve.
What Honors Delivers:
In order to better direct our campaign, we needed to understand the students in our target market. We spoke with students about their experience in the Honors program and what it was that motivated them to finish. After speaking with these students, we were able to develop a brand model and creative brief.
Honors challenges their academic stamina through smaller classes, mentored research, and Great Works experiences.
Overriding Concept: Honors transforms you from a jogger into a runner.
Tone of Campaign: Prestigious and empowering, yet witty and direct.
BYU Honors Program
In order to fulfill our objectives, we came up with a strategy to bring those objectives into action, as well as future steps to bolster student relationships once they’ve strengthened the program.
1. Help students see how they can fit requirements into their schedule. We suggested that The BYU Honors program developed a way to allow students to plan out General Education requirements within BYU’s already developed registration web site by putting a “University Core Honors” filter on it. This filter would be updated to show the Honors classes offered each semester, helping students see how the Honors classes can fit into their graduation plan.
2. Increase awareness about Honors opportunities. We suggested that the Honors program instigate a newsletter and calendar that would tell students all of the activities and programs that are going on at the time. Many students expressed that they fell behind in the program because they didn’t know when the programs that would fulfill their requirements were occurring. With the help of newsletters and calendars, the students would have an easier time staying on top of their obligations.
The Examples of Calendar and E-mail Advertisements
BYU Honors Program
The Campaign Strategy
3. Drive students into the advisement center early in their education. Research found that students are more likely to remain active in the Honors Program if they feel administrative support. We suggested that the Honors Program encourage students to meet with an advisor early on in their undergraduate education by offering incentives such as discounts on the arts productions and T-shirts. We also suggested they use e-mail to advertise the advisement center, reaching the target market (current Honors students) with their chosen form of communication.
4. The Future Steps Lastly, we suggested that the program create a social community so that students feel that they are a part of more than an academic program, and celebrate the success of students so they feel that the program is giving back to the students.
The Background As I mentioned before, my minor is in Visual Arts. From this background, I have been able to utilize my creative skills on many occasions. For a graphic design class, I designed and built a pop-up book about waves (below). I also was able to design my graduation announcements, as well as my best friend’s wedding invitations (opposite page).
Richard and Sydney Kearnes are pleased to announced the marriage of their daughter
Dana Marie to
Kevin Jameson son of Kevin and Jan Schindler on Saturday April 23, 2011 in the Salt Lake City LDS Temple
You are cordially invited to an open house in their honor on Saturday May 21, 2011 216 North Lakeside Liberty Lake WA, 99019 from 6:30 to 9:00 pm
THE BRIGHAM YOUNG UNIVERSITY COLLEGE OF FINE ARTS AND COMMUNICATIONS ANNOUNCES THE GRADUATION OF
Carrie Ann O’Dell with a
Carrie Ann O’Dell graduates
BACHELOR OF ARTS IN COMMUNICATIONS (ADVERTISING EMPHASIS)
AND A MINOR IN VISUAL ARTS
A portfolio, the pretty kind