a portfolio of planning
carrie o’dell My name is Carrie. I am an advertising student (soon to be graduate). 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
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 housesâ€”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 wasnâ€™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 didnâ€™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 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.
553 N. 700 E. #3 Provo, UT 84606
918 · 779 · 5813
Advertising major/visual arts minor Brigham Young University, Major GPA 3.76 on a 4.0 scale
BYU Ad Lab Spring 2010-present time · Gatorade · Our class was given the assignment to promote Gatorade Powder. We conducted qualitative re- search to gain insights into the consumer. From this information, we developed a campaign that high- lighted 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 ·Nature Valley came to the Ad Lab with an assignment to utilize their owned social media to create brand loyalty with their current consumers. I worked with a group to develop a campaign involving Social Media to bring people back to the website 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, so they came to the Ad Lab. 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. · 2010 L’Oréal Brandstorm Competition ·With the L’Oréal Brandstorm Competition, we were given the assignment to develop a male beauty product for the Diesel brand. We analyzed the market and developed a brand. Then after surveying the market, we then developed a strategy for how to market this product to the consumer.
Student Employee Brigham Young University Telefund, Spring 2010-present · Contact alumni for donations · Raised substantial funds for BYU Summer Inter McElroy Manufacturing, Inc., June 2007-August 2007 · Expedited late orders · Tested technical equipment
· Proficient in the Adobe Design Suite · Team player · Leadership ability
Reading · Movies · Music · Violin · Running · Bowling · Drawing
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.
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 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.
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 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
Map of Survey Respondants
The Creative Brief 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
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”
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
Packaging: Convenient packaging (â€œMixand-match options, like a wardrobeâ€?) Creative variety Fresh, natural ingredients Reasonably priced Brands are successful with the affluent when they are: intelligent, efficient, innovative and stylish
L’Oréal Brandstorm 2010
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.”
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.
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 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.
BYU Honors Program
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.
The Problem and Solution 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.
The Plan 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.
Current Position: A worthwhile program whose burdens outweigh the benefits.
Desired Position: Honors is the marathon that proves your academic prowess.
Target Market: “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.
BYU Honors Program
The Brand Model/Creative Brief
*Opportunities include excellence within their field of study as well as other aspects of their lives.
Core Desire of Target Market: “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: 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
The Campaign Strategy 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.
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.
BYU Honors Program
The Examples of Calendar and E-mail Advertisements
The Background As I mentioned before, my minor is in Visual Arts. In order to finish the minor, I have taken illustration and graphic design classes, where I learned to use the Adobe Creative Suite. With this knowledge, I was able to design and create ads for my creative concepts class.
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