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Cristina Gonzales

account planner


Personal manifesto Independent. Laud. Colorful. Dreamer. Latina. I like human beings. I think that every person is a universe waiting to be explored, waiting to be understood, waiting to be known. When I was a little girl l liked watching people's moves and study them. Nothing has change since. Advertising is culture, and that's why I fell in love with it. The fact that you need to understand people's mind and feelings is very important in these days, and only few people have the talent to do that. I'm one of them. I'm not afraid of changes, neither of challenges. I see changes as a way to expand my limits, to get out of my comfort zone. I see challenges as the chance to prove myself to always become better. I do believe people can fly, because ideas can drive you anywhere in the world you may want to be. My imagination has taken me far away, but there is still a long way to go. I'm not afraid of the future to come.


Resume Resume

EDUCATION Brigham Young University, Provo, UT 2007 - 2012 Bachelor in Communications Emphasis: Advertising Minor: Spanish Literature EMPLOYMENT Account Planner at BYU ADLab, Provo, UT 2010 - Present Assisted in strategy and research analysis for clients: IQ Nutrition, Tauck, New Grain, Children's Miracle Network, Nissan Research assistant at BYU Television International Research about people's opinion on the content of the channel. I'm in charge of direct focus groups, creating surveys, etc. I am also in charge of all social media.

2011 - Present

Translator at BYU Television International 2010 - 2011 Translate programs from English into c/o Spanish and Portuguese. INTERESTS Photography, film, design, blogging and translation. COMPUTER SKILLS Photoshop, Illustrator, InDesign Lightroom, SPSS, Word, PowerPoint, Excel.


Clients


[Challenge]

The client came to us with the objective of increase donations to $1 billion dollars per year for the next 4 years. By doing so, we should increase awareness of CMN hospitals by positioning local hospitals as CMN hospitals.

[My Role]

I was in charged of doing the consumer research and write the analysis for the creative brief. I did one-on-one interviews with our conceptual target market that were moms in the age of 33+. I also did a focus groups and wrote the research section of our final book.

[Target Market]

Mothers • Women are more likely to donate to and volunteer at charitable organizations (55% vs. 45%). • 30+ years old, $50,000+ annual household income, 1+ children.

[Current Brand Position]

People who recognize CMNH view them as, “just another children’s charity.” CMNH is not well recognized when compared to other charitable organizations and lacks a consistent image in the consumer’s mind.

[Desired Response]

By emotionally appealing to mothers we will increase brand awareness, empathy, and thus increase donations.


[Advertising Objective]

Increase awareness of CMNH in the public eye. Strengthen brand image.

[Research findings]

Secondary Research • 70% of consumers feel that charities waste money, which may undercut support for CMNH campaigns. Consumers worry about fraud and too many charities that money is wasted. • Consumers worry about fraud and too many charities that money is wasted. Customers who take action on behalf of a cause are much more likely to remember the campaign and to share the campaign with their social networks, either in person or through social media, creating an army of citizen marketers. • During recession there is a survivalist “me, me, me” trend. Consumers want personal over community or ethical benefits. Make it personal, “what’s in it for me?” • eMarketer estimates that there were 35.3 million US mothers online in 2008, and is projected to reach 39.6 million by 2012.

[Insight] CMNH needs to be financially transparent in where donations go and how much of every dollar goes toward the children.


[Focus group]

• Participants agree that giving donations at the checkout works, but none of them really like it. Giving a dollar is good, but they want to know where it is going. They also feel like a dollar is not as effective by itself. • It is uncomfortable when cashiers ask for donations at the checkouts of supe markets. But they admit, that is the moment when they actually realize that people are in need, and then they are more willing to donate.

[One-on-one interview]

• Sherami Jara – 36-year-old mother of Harrison, her son, who was born 6 weeks early. She donates because she wants to support parents going through what she went through. She doesn’t want them to have to struggle. • Charitable organizations “make life manageable” (they help fund the extra cost) since you live a double life with work and caring for a child in the hospital. • Nurses helped her feel like she had some control. They taught her how to give her son a sponge bath and change his diaper, even though he was hooked up to the IVs. She believes that the nurses teaching her how to do these “little things” collectively made her feel more empowered during this time.


[Insight] Consumers feel more sympathetic to and are more willing to give to local community efforts. Parents who had sick children in the hospital give to charitable organizations to help alleviate the pain of others going through the same experience. Parents who have/had children in the hospital appreciate when nurses show them how to care for their children under the different circumstances - they appreciate the little normal things that they can do to care for their child. [Compelling Truth]

CMNH is a non-profit organization that allows donors to express their concern for children in necessity, by offering multiple methods to donate. CMNH allows donors to contribute to the wellness of children in their community by donating to local hospitals.

[Selling Idea]

CMNH allows moms to give the “little, sweet moments� back to local children in need.


[Creative Brief]

Feel: Gratitude, but a step further. Showing the gratitude through small acts of kindness.

Objective:

Consumer: Increase trust in CMNH by highlighting local children. CMNH: Increase brand awareness and donations by positioning CMNH has a charity that benefits local children.

Target:

Mothers whom value communication and relationships. We will target mothers who are opinion leaders in their communities. Targeting these opinion leaderwill drive more giving to CMNH through word of mouth.

Insight:

Leveraging the unconditional love of mothers through the children’s eyes and words of appreciation.

Promise:

CMNH will become a primary support to mothers by giving reliable information, increasing donations, and awareness.

Art director & Copy writter: Jonathan Osorio and Summer Holm


[Creative Brief] Print Ads [Closed] “I lirned to wride a bike So I will not be fat lyke Grampa�

Clients


[Creative Brief] Print Ads

[Open] “Giving Children Love”

Clients


[Creative Brief] Print Ads [Closed] “I tod the male Men mom licks kissin�

Clients


[Creative Brief] Print Ads

[Open] “Giving Children Love”

Clients


[Creative Brief] Print Ads [Closed] “I towd my Dad Mom called him In trwubel”

Clients


[Creative Brief] Print Ads

[Open] “Giving Children Love”

Clients


[Creative Brief] Blog

Clients

The most famous mommy bloggers will donate one post a week. They will talk about CMNH in their blogs and direct their readers to our site.


[Creative Brief] Application

We call this application “The box�. This application will have different tools that every mom need, like locations for the nearest restrooms, games to entertain the kids, news, coupons, mommy blogs, recipes and more. Additional to that they can donate to CMNH through this application.

Clients


Clients


[Challenge] Develop breakthrough creative approaches that are found in consumer’s behavior and insights that enable Tauck Bridges to gain awareness among key decisions makers (primarily moms) for family travel. [My Role] I was responsible for conducting focus groups, one-on-one interviews, and ethnographies in order to get some insights from our target market. [Target Market] Affluent men and women between the ages of 45-75 who are parents and/or grandparents. [Competitive Analysis] The biggest problem with competitors in this market is that after going through the information on websites and other information they all offer basically the same thing. You could almost take away logos and tag lines and mix them up and you wouldn’t be able to tell the difference. Most all of them have a Family Tour Facet to the brand. They all go to basically the same places, and they are all within a basic price range. [Research Finding] Sharing new experiences together is the most important when it comes to family travel, but being able to relax is also important.


[Advertising Objective]

Increase awareness of the Tauck brand within the family travel market.

[Insight] Families go on vacations to bond and experience new things together. [Solutions]

1. Despite the negative idea of guided tours: • Re-define the definition of “guided tour” • Video on homepage explaining how Tauck is difference from competitors • DVD inside brochures 2. Increase the bonding experience • Smaller tour groups - Provides more opportunities for family bonding - Competitors tours consists of 15-20 people - Could make this an added option and/or charge extra for smaller groups • Service option - Opportunities for service, while vacationing, came up repeatedly in our primary research - Something children can enjoy too: orphanages, wild life refuge, national parks, local villages, etc. - Short (just a couples hours of their time can make a big difference)


3. Add incentives • Friendship rewards - 23% of survey participants get vacation ideas from friends and family - Free advertising - Discounts vs. Bonuses • Photographer/Videographer - Many of families best memories happen on vacation 4. Create Tauck online profile • Allows families to see a brief biography of the other families they are traveling with, or will travel with if they book a specific vacation • Email updates on what friends are booking vacations and where • Travelers can share testimonials and pictures on their profile 5. More digital media 6. Increase social media

[Creative Assignment]

Develop creative business and advertising solutions for the Tauck Bridges brand to make them more prevalent in the eyes of family travelers. Depict the “family tour” as an exciting, luxurious, family bonding experience that every family needs


Clients


[The Challenge]

Make Under Armour Soccer into “No the lockout sport”

[Target]

Males around the ages 15 – 25 who like playing soccer because they feel passionate about it, and not because they want to become famous.

[Insight]

Soccer will never be the lockout sport, because passion is better than money

[Creative Assignment]

Develop creative campaign that will make you feel a soccer fan and what the customer is willing to do to protect his/her passion. [Creative] Michele Broderick, Cristina Gonzales and Harpey Anderson


[Creative Execution] Game Application

Clients


[Creative Execution] Print Ads

“The NFL lockout was a whistle in the wind. A soccer lockout would be nothing of a 24/7 hurricane worldwide”.

Clients


[Creative Execution] Print Ads

“Remember when the MLB had a lockout? No? Well, we don’t blame you. But you better believe that if Soccer ever stopped to that level the world would never forget it”.

Clients


[Creative Execution] Website/Twitter

Clients


In class assignments


[The Challenge]

The most important issue to address in the Nooka campaign is brand association and awareness. We want to make sure its first impression is lasting and right on cue with our target market.

[Target]

Upper/ Middle class males and females around the ages 18 – 24 who care about uniqueness

[Research Findings]

 Our questions about the Nooka brand found that 94% of the 52 people interviewed are not familiar with Nooka. This shows that our advertisement campaigns must focus on spreading brand awareness and educating the target market on what Nooka is. The remaining questions in our survey showed that our target market places a high value in being unique, fashionable, and trendsetting. Our results also showed that while the target market seeks for something functional and useful, it is more important to them to have something that makes them feel fashionable or unique.


[My Role]

Responsible for conducting one-on-one interviews and reviewing the surveys. Ensure that I made sure that what we found out in our research was reflected on our ads.

[Insight]

Mainstream fashion doesn’t appeal to them, they don’t consider those options because they are trendsetters.  They look for a minuscule thing and bring it out into the open

[Strategy Statement]

Nooka provides a fresh spin on a timeless classic that allows them to be ahead of their time. 

[Creative Concept]

Showcase your style is the idea that no matter what the target market does, Nooka will help them show it off. The target market is a very active group and they enjoy dancing and a variety of sports. All of these activities are very fashion oriented as well. Looking good while hitting the slopes or being fly while “popping and locking” is possible with Nooka.

[Creative]

John Storey and Cristina Otoya


[Creative Execution] Print Ads

Clients


Creative/In class [Product] Heinz Organic Ketchup [Strategic Idea] Your tummy deserves a happy ending too.

[Big Idea] Even fairy tales changed their happy ending for Heinz


Creative/In class [Product] Heinz Organic Ketchup [Strategic Idea] Your tummy deserves a happy ending too. [Big Idea] Even fairy tales changed their happy ending.

Clients


Clients Creative/In class [Product] Scotch tape [Big Idea] Fix undesirables with Scotch.


Contact info

Cristina Gonzales Otoya berenice339@hotmail.com (801) 473- 6386 about.me/crisber


Thank you.


Advertising Portfolio