Welcome to My Site
There is nothing more dangerous than a smart girl with confidence.
kat e chapin My name is Katie Chapin. Everyone calls me Chapes (like grapes). What makes me different? I’m a doer. And when I make up my mind to do something, I can do just about anything. You may doubt the validity of that statement, but I have proof. Over the years I have tested the boundaries of my capabilities. What did I discover? They are endless. Let’s take a look at the evidence.
1. I ran a marathon
One night last year, I said something that I’ve said a thousand times before, “I wish I was a runner.” To that my friend replied, “That’s easy. To be a runner all you have to do is run.” She made it sound so simple, So after that, I started running. Actually, jogging, red faced while gasping for air is a better description. The important thing is I didn’t stop. Slowly but surely, I pushed past physical boundaries I once thought impossible. I climbed from that painful jog around the block to racing 10 milers and half-marathons. Then on November 14th, 2009, I, Katie Chapin, who could barely jog around the block a year before, ran 26.2 miles. And despite the physical pain, I crossed the finish line of the Richmond Marathon with the biggest smile you’ve ever seen.
3. I marched a tuba
In high school, I was in marching band. I hated it. But what I hated most was my instrument. For years, I played the clarinet. Who plays the clarinet? By the time senior year came around, I was done with the clarinet. Instead, I decided I was going to play the tuba. And when I say tuba, I’m really referring to a sousaphone, which is worn on your shoulders and weighs about 20 pounds. It didn’t matter that I had no clue how to play the tuba or that I was the only girl tuba player, I was up for a challenge. And I did it. I marched the season with that huge sousaphone proudly on my shoulders. As dorky as it was, it was one of my favorite accomplishments.
5.What’s next?
You name it. Clearly, I’m up for anything.
2. I own public speaking “Fucking brilliant.” Those are the words my presentation skills professor, Peter Coughter, exclaimed after my last presentation in his class this semester. It is hard to believe that just a few years ago, public speaking terrified me. Just the act of standing in front of a classroom sent me into a somewhat convulsive shaking state. Strangely enough, I had a strong desire to be an amazing public speaker. I wanted more than anything in the world to try-out and make the UVA Presenting Team. Instead of shying away from my fear, I decided to confront it. That semester I signed up for a public speaking class. And after surviving that class, I signed up for two more. By the time try-outs came around, I was not only selected, but named the best presenter on the team.
4. I drove cross-country On Monday afternoon, I decided I wanted to be more spontaneous. On Tuesday morning, I set off on a 10 day road trip on a southern route across the United States. Squished into a VW Jetta with my brother, his friend Mark, camping gear, and a cooler we made our way all the way from Virginia to California.
From hiking the Grand Canyon to getting lost on desert roads in the middle of nowhere, it was quite an adventure. And in my opinion, if I can survive 10 days of driving and sleeping in a tent with two boys and rare shower access, I can survive anything you can throw at me in the workplace.
education
résumé Katie Chapin
VCU Brandcenter, Richmond, VA Candidate for Masters in Mass Communication, May 2010 Concentration in Communications Strategy Cumulative GPA: 3.91 University of Virginia, Charlottesville, VA McIntire School of Commerce Bachelor of Science in Commerce, May 2008 Concentration in Marketing and Management Cumulative GPA: 3.66
56 E Lock Lane, Apt.8 Richmond, VA 23226 katie.chapin@gmail.com 703-402-2287 katiechapes.com
work R/GA Planning Internship, New York, NY June 2009- August 2009 Worked on the digital strategy and account planning for Walmart and HP. Was the go-to-girl for researching trends, analyzing Forrester data, and writing killer POVs. Additionally, participated in a summer long intern project to brand the R/GA internship program. Grey NYC New Business Internship, New York, NY June 2008- August 2008 Organized past RFPs, client information and creative into a database to be used in the business development/pitch process. Worked with key management to ensure the smooth execution of pitches. Participated in summer long project to develop a campaign to create awareness of Grey on college campuses.
Martin Agency Student Workshop, Richmond, VA January 2007 Worked on case project with a group of five other students and created a new GEICO campaign. Presented our pitch to a panel of judges from the agency. Our group’s campaign won out of the three student groups. iris Magazine, Charlottesville, VA Spring 2006 Promoted and produced iris magazine, put out by the Women’s Center at the University of Virginia. Served marketing team to solicit advertisements. Publicized the release party and wrote a book review for the magazine.
play Suntrust Richmond Marathon, Richmond, VA Fulfilled life-long goal of running a marathon. Still can’t believe it really happened. YMCA 10K Training Program, Richmond, VA January-March 2009 & 2010 Participated in a 10-week training program that includes daily workouts and Saturday group runs. AAF National Student Advertising Competition, Atlanta,GA Fall 2007-Summer 2008 Served as Head of Strategic Planning in developing a campaign for AIM (AOL’s instant messenger). Earned a spot as one of the four members of the University of Virginia presenting team. Took first place in the regional competition and third place at the national competition in Atlanta. Camp Mont Shenandoah, Millboro Springs, VA Summers 2004-2007 Worked as a Camp Counselor at sleep-away camp for one, three, and six week sessions. Head of Canoeing and Arts and Crafts, Musical set designer, taught other select activities. Supervised around 120 girls ages 7-16. Received the William H. Knight Counselor Award in 2006 and 2007.
skills Microsoft Office, Adobe Creative Suite, Simmons, Final Cut Pro, Public Speaking
my thoughts on
planning
Strategic planning is like a great road trip. It’s a wild ride full of new people, new sights, and endless exploration. All road trips start with basic questions: Where to go? What to see? Once you figure that out, you do your homework. You research the best routes, must-see sights, and top rated restaurants. You talk to friends, family, and anyone who’s been there, done that. By the time your bags are packed, you are an expert of fourteen different cities and can ramble off hot spots like a local. You have your trip planned and the itinerary set. However, the best trips never stick to the itinerary. The best trips always veer at least a little off the planned path. You take a wrong turn and end up in a small hick town eating at a “Fine Italian Eatery” that serves amazing pancakes. Or you talk to the guy at the gas station who tells you about this great spot to go tubing off an unmarked dirt road. You become one of those travelers who is able to embrace the detours and soak up the unexpected people you meet and places you find. And out of all of the crazy things you do and experience, usually you come home and your whole trip somehow boils down to one story. You know the story I’m talking about. The one that makes your friends wish they were there. The one that makes your mom thankful she wasn’t. The story that made the entire trip worthwhile. That story is a great strategy. And I love the trip it takes to get there.
work
a little sample of my brain power
1. Downtown RVA 2. Indian Premier League 3. Flight of the Conchords 4. Homeland Security Advisory System 5. Cracker Jack
1. Downtown RVA challenge Brand Downtown Richmond in a way that communicates its creativity and allows it to become more creative.
our approach When we first started working on this project and talking to people, we found that downtown Richmond was in many ways similar to Willy Wonka’s chocolate factory. For a lot of people who’ve never really experienced downtown Richmond, it has a seemingly normal exterior, very much like the outside of the chocolate factory. When they think of downtown, they think of a collection of office buildings and some repurposed factories. But in reality, the greatness of downtown Richmond isn’t necessarily the curb appeal. It’s what’s inside. So while we discovered that downtown Richmond is full of excitement, innovation, and activity, right now, Richmonders are standing outside the gates. They’re looking in with an outsider’s perspective at an area they don’t know all that much about. So we wanted to create a campaign to invite them inside. To give them a closer look at what really goes on in their city. And to give them a reason to explore all that things downtown has to offer.
the brief Why are we advertising? Downtown Richmond used to be a place filled with crime and grime. Over the past few years, that has all changed. It has transformed itself into a vibrant community brimming with creativity. From the renovated old factories that have been turned into modern lofts to the multitude of theaters, galleries, and businesses that have popped up, the Downtown Richmond of today deserves credit for the diverse community it has blossomed.
What are our objectives? Express the creativity of downtown Richmond and use it to attract more creative people and businesses into the area.
Who are we talking to?
Richmonders Before we can make people outside of Richmond love downtown, we need to win over the people in and around the Richmond area. Richmonders are currently suffering from misperceptions and self-imposed restrictions that are keeping them from experiencing downtown. They don’t feel like it’s for them. They think of it as place of business by day and a hipster hang-out by night. They are full of excuses why not to go downtown that range from lack of parking to fear of crime. But the truth is, a lot of their perceptions about downtown are false. Downtown Richmond has become increasingly vibrant. From food and bars to transformed lofts and innovative businesses, it has a lot to offer them.
What is our strategy?
Give Richmonders permission to think about downtown differently. In exploring what it is that makes downtown Richmond a center of creativity, we found that creativity is not limited to just the arts, or the music scene, or the great restaurants here. It’s everything. It is the arts, the music scene, and the great restaurants, but it’s also the history, the local businesses, the outdoor landscape, the architecture, the retail environment, and the entrepreneurial spirit. Richmond is creative because it is a city that celebrates THINKING DIFFERENTLY. We need to encourage Richmonders to embrace that same spirit when thinking about downtown.
Brand Attitude Edgy, daring, inviting, unapologetic, real
What We Want To Do
CALL THEM LAME.
CALL THEM OUT.
CALL THEM.
CALL THEM BACK.
TELL THEM TO CALL THEIR FRIENDS.
Brand Experience Pathway
INDIFFERENCE
INVITATION
RETURN TICKET
CRUISE DIRECTOR
They need permission to think differently about Downtown.
They need to be enticed and seduced to come Downtown.
They need to know that Richmond is constantly renewing itself.
Create Downtown ambassadors to help spread the word.
Open the doors to the Chocolate Factory.
Don’t let them make excuses, hold them accountable.
Lure them back with the changing landscape of Downtown.
Make it easy for them to recruit other people to love Downtown.
PERMISSION
Consumer Needs
They need a reality check about what’s going on.
Content Implications
Provide them with information about what they are missing out on Downtown.
Context Choices Events / PR
Radio
Digital Experiences
Mobile
SEO
OOH / Guerilla Tactics
Swag
Visual Identity System: Instead of calling it downtown Richmond, we are introducing the residents of Richmond to downtown RVA. It’s modern, edgy and gets rid of all the baggage that the name Richmond carries with it. Additionally the nickname ‘RVA’ is already part of the lingo of Richmond. It’s a term of endearment that those familiar with the city currently use. In creating the Downtown RVA visual identity system, we wanted to bring to life the area’s constant re-invention. That’s why we decided to have an adaptable logo. It can take any form, showcasing an event, a season, a current trend, food, music or even a local business like the Martin Agency. This idea makes the downtown identity passable, ownable and shareable, leaving it open to change with the city.
Downtown RVA Street Banners
Branding Opportunities Currently Downtown Richmond is an ambiguous area. No one is quite sure exactly where it begins and ends. This new identity will be used on street flags to mark the Downtown RVA territory, making Downtown RVA a concrete destination. This new visual identity system can also live on a variety of other mediums. Branded bumper stickers will carry the Downtown RVA message to the greater Richmond area. T-shirts open up the opportunity to make the logo personalized to specific individuals, clubs, or businesses. And Downtown RVA tents will brand all of the downtown events, making sure Richmonders associate these popular events with Downtown RVA.
Downtown RVA Street Banners Bumper Stickers
T-Shirts
Branded Event Tents
Customizable Downtown RVA Experience
Downtown RVA Website One great thing about Richmond is the diversity of the people that live, work, and play there. To cater to this diverse population, we developed different personas for web visitors to match themselves to for a customized digital experience. Through this website, each visitor can explore different places in Richmond and keep track of where they’ve been. To make downtown more creative, we need to attract both creative downtown residents and businesses. While Downtown RVA has a lot of great, modern lofts, you wouldn’t know it by driving down there. The lofts are hidden inside refurnished old brick factories. To give people an opportunity to view these loft spaces, we created virtual loft tours, utilizing google maps on the Downtown RVA site. To attract businesses downtown, we created a professional mentor program. Who better to sell Richmond than the people who’ve experienced success here? Businesses interested in setting up in Richmond will be connected with a local business owner. Lunch is on us when they come to visit Richmond. And if they can’t make it, case study videos of successful Downtown RVA businesses will live on the site.
Virtual Loft Tours
Professional Mentors & Local Business Case Studies
Downtown RVA Mobile App
Explore Feature
Downtown RVA Mobile App We developed the Downtown RVA mobile app that allows people to explore, play, and invite friends downtown. The explore feature detects your GPS location and recommends nearby places to check out, based on the persona created on the website. The play section features a game that tests your knowledge of downtown RVA. Players are given an RVA logo featuring a downtown spot. Upon recognizing the spot they must go to that location, take a snapshot,and verify if they are correct. Accumulating points can win them free RVA swag or event tickets. The invitation feature allows you to capture your location with an RVA logo outline and send a personalized branded text invitation to your friends. This makes it easy to spread the downtown identity in a fun, dynamic way.
Play Feature
Invitation Feature
Invitation Feature
2. Indian Premier League challenge Build a loyal fan base for the Indian Premier League in England.
our approach Introducing a foreign sports league into a country is challenging, but introducing a foreign cricket league into the country that invented cricket seemed just plain crazy. However, while England may have been cricket’s birthplace, somewhere along the way England lost it. The fervor and excitement for football in England greatly outweighs the interest in cricket. Yet, go to India and cricket is life. You turn on a TV and you won’t find anything else on. You watch an IPL game, and you realize that this isn’t England’s game of cricket anymore. It’s an Indian infused celebration of the sport. So we decided to bring the party to England.
the brief OBJECTIVE: Build a loyal IPL fan base in England using advertising and online elements, as well as potentially incorporating partnerships and sponsorships, social media, licensing and merchandising, PR, and live events.
THE PROBLEM: While cricket is the official national sport of England, football is England’s sport of choice. Cricket has faded into the background of the British sporting world. The domestic county leagues are not a big draw and the sports popularity typically only spikes during significant international matches. Other than those infrequent high stakes games, cricket doesn’t have the same level of obsession that it does in other countries. They still carry the perception that cricket is a gentleman’s game that in many cases can be a long yawn fest.
OPPORTUNITY: Use the IPL to rebrand the perception of cricket in England.
PEOPLE WE’RE TRYING TO ATTRACT: Indian Ex Pats: Within the UK, Indians are the largest visible minority group, numbering around 1.6 million. They make up the fifth largest community in the Indian Diaspora. These ex pats stay linked closely with their Indian culture and thus are a prime target for any Indian entertainment in England, especially cricket. Sport Enthusiasts: Over 40% of the English population classify themselves as all-around sports fans that regularly watch games in pubs and bars. The passion the British have for sports is elevated by the extreme loyalties they develop to their teams. And even when they don’t have loyalties to either team in the match, their love of an underdog always makes for a good game.
STRATEGY:
The IPL is a vibrant celebration of cricket on speed.
The IPL is a party fueled by the fast pace of T20 cricket. The shorter games make each match up unpredictable. The level of play is ratcheted up to speeds that don’t leave room for the precision of test cricket. It’s about how players can perform under the pressure of time.
WHAT WE WANT THEM TO DO: Right now most of the British understand the game of Twenty20, but they have no connection to the cities or teams of the IPL. We want to invite England to the IPL party. We need to bring the excitement and speed of the game to life. Team loyalties are huge in England. We need to build up team loyalty for the different IPL franchises and give the British a reason to choose sides. We want to captivate them with not only the sport of cricket but also the experience that surrounds it.
MEDIA CONSIDERATIONS: This campaign needs to go far beyond the reach of traditional media. Right now the IPL is being broadcast on ITV4, ITV.com, as well as the IPL YouTube channel, but we need to think bigger. Our assignment calls for partnerships, sponsorships, social media, licensing, merchandising, PR and live events. Think jerseys, IPL team-themed kids birthday party plates and hats, IPL games in The Oval cricket grounds, IPL cricket camps, sponsoring cricket trivia nights at pubs, re-vamping the IPL website so that each team can have more of a story behind it, etc. The mediums we choose need to bring the IPL to life in England and give our target reasons to stay engaged with the league.
POSITIONING: In England, a game of cricket is like a tea party. It’s thought out and planned. The atmosphere is quiet & reserved. It’s exclusive, an RSVP event. It invites the wealthier, elite. The environment and dress is prim & proper. It’s got quiet instrumental music playing in the background. And the food and drink are the main attraction offering up a defined purpose for the gathering. The IPL, on the other hand, is definitely not a tea party: It has the unpredictability of a house party. You never know how the night is going to end. The atmosphere is loud and with alcohol in the mix, you’ve got a crowd willing to let go of their inhibitions. It’s got the eclectic group of people you’d encounter at a street party. No need to RSVP, you just show up. It’s an event for anyone and everyone, the more the merrier. It’s got the fanfare of a festival. It’s an elaborate celebration where the atmosphere and dress are vibrant and colorful. It’s got the energy of a dance party. It has a fast beat, the pace never slows. It has music you can move to. And it’s not just playing in the background, it makes the experience. We’re creating a new kind of party. It’s an IPL party.
CREATIVE CONCEPT: To bring the IPL to England , a place must exist that can hold the world’s fastest cricket league and the culture of exhilaration that surrounds it. Once the IPL has its own home in England, the people of England will find a home in the IPL.
T20 London: Home of the IPL in England We didn’t just want to create a campaign for the IPL. We knew that to bring the IPL experience to life in England, we needed a place for the IPL to live. So we created T20 London, Home of the IPL in England. We envisioned a fusion of Indian culture, Twenty20 cricket, and the biggest party you can imagine. Knowing that pub culture is huge in England, we created an IPL pub/restaurant/dance club mash-up. Within the space, IPL matches would be shown on a large 360 degree screen above the circular bar in the center of the room. Above the bar is a stage area that would allow for live Bollywood and cheerleader performances during breaks in the game. All the action will be viewed in cozy pod-like canopy seating areas surrounding the circular wall. The entire room is in the shape of a circle to mimic the look of a cricket field and to make sure that all of the attention is always directed towards the game. Since the time-zone differences would cause these games to be aired earlier in the day, at night the bar will be transformed into a big celebration for the match’s winning team. The music will reflect the Bollywood star of that team and the decor will reflect the team colors.
AD: Evan Vosburgh
And while this space is focused on airing IPL games, it can also be used for other purposes such as airing Bollywood movies, holding cricket clinics, having a venue to showcase famous IPL players visiting the area.
3. Flight of the Conchords challenge Convince Jemaine and Brett, creators of the HBO show, Flight of the Conchords, to sign on for a third season.
our approach Most of us know what it feels like to mourn the loss of our favorite TV show, but how many times have we been given the opportunity to save it? After watching two seasons worth of Flight of the Conchords episodes and reading the countless pleas of fans for a third season scattered across the internet, we devised a plan to save Flight of the Conchords. It’s simple. Create an advertising campaign that unifies the voice of the fan base. With their strength in numbers, passion, and wealth of creativity, they have the best shot at convincing Jemaine and Brett to come back.
the brief Why are we advertising? The popular HBO comedy series, Flight of the Conchords is at a crossroads. After two-successful seasons, both fans and HBO alike, are waiting to see whether or not Jemaine Clement and Bret McKenzie will sign on to do a third season. After putting a ton of work into creating the second season, the duo hinted that after the season’s 10 episodes they would be finished. However, their six Emmy nominations and encouraging remarks from Bret’s mother, hint at the possibility of them postponing their plans to quit the show. HBO is just waiting for the green light, as their president, Richard Plepler put it, “When they’re ready, we’re ready.”
What are our objectives? 1. Get Bret and Jemaine to sign on for a third season of Flight of the Conchords 2. Strengthen and grow the Flight of the Conchords fan base
Who are we talking to?
Bret and Jemaine This lovable New Zealand duo is sending out mixed signals. The amount of work that goes into creating the show is what is holding them back from agreeing to a third series. At the same time, they haven’t officially said ‘no’ to HBO’s offer. They’ve left everyone waiting as they’ve both taken a break to inspire some new ideas. Flight of the Conchords Fans While Mel may be the show’s only ‘official’ fan, there are many out there who share her passion for Flight of the Conchords. This is a dedicated bunch. Their loyalty to the show is plastered all over the internet from their own YouTube renditions of FOTC music videos to designing FOTC band posters. The possibility of the show’s cancellation has sparked fragmented action among this group. They’ve started petitions. They’ve written letters. And they’re not afraid to beg. They want a third season, and they want it bad.
What is our strategy? Create a united fan voice to inspire the creation of a third season.
What reasons support our position to the larger audience? Creating an opportunity for fans to rally for Flight of the Conchords will not only give devoted fans an streamlined outlet to communicate their dedication to the show, but it will also spark interest among viewers on the fringes of this group. This growth in viewership has been exemplified by other TV series like Arrested Development. The amount of fans rallying around Arrested Development after it was cancelled drew a lot of attention to the comedy series. This enabled Arrested Development to experience a ‘life after death.’ The impassioned fan base continued to expand past the show’s cancellation with high DVD sales and online viewership.
What do we want them to do? We want to create platforms and initiatives that will encourage fans to get involved in the fight to save Flight of the Conchords. We want all Flight of the Conchord’s fans to have a chance to have their voice heard by Jemaine and Bret as to why there should be a season 3.
What media are involved? HBO Owned Media, Television, Online Rich Media, OOH, Grassroots
The Campaign: Americans, Save Season 3 the concept: life’s too serious without Flight of the Conchords
AD: Hope Jordan CW: Matt Spicer CT: Sharon Showalter
Print Executions
Profile Overlays Allow people to overlay an Americans, Save Season 3 hot dog sign on any of their social media profiles. This will act as a badge of support as well as drive conversation around the campaign.
Sign Holders Putting sign holders out on the street to do tricks will act as an inside joke among Flight of the Conchords fans and draw attention to the crisis at hand.
ASS3.COM The website will allow fans to join Mel in her effort to help save the Conchords. Fans will be able to share ideas for season 3, upload their own Flight of the Conchords style music videos, and purchase Bret and Jemaine memorabilia to show their support.
TV and Online Spots Ads will air on HBO properties that mimic Flight of the Conchords style music videos. These ads will contrast what like is life with and without the Conchords.
4. Homeland Security Advisory System challenge Redesign the current terror alert system. Determine what is the simplest and most effective way to inform the American public about threats to our country.
our approach We started by asking a simple question, “If someone told you today that the national threat level was orange, what would that mean to you?” The answer, “not much.” We found that changes in threat levels are now regarded as more of a scare tactic than anything else. And by talking to several psychologists and sociologists, we found that scare tactics aren’t always the best way to approach a problem. So we set about creating a new system. We wanted a system that is both useful and universal. But most importantly, we wanted a system that is actionable in the event of a terror attack on the United States.
the brief What is the objective? Introduce a redesigned Homeland Security Advisory System in order to reestablish its credibility and usefulness among the general public.
Who are we talking to? The American public, who over the years have become desensitized to the current Homeland Security Advisory System. Many view the alert levels as a government scare tactic that has now become laughable. Negative public opinions of how the current system operates have led many to disregard the system all together.
What is the thing we want to tell them? Terror alerts signal actionable steps.
What reasons support our position to the larger audience? The old system had many problems. Â It lacked clarity, simplicity and information on what the public could do to keep safe. The redesigned system communicates actionable steps for the general public to follow in the event of a terror attack. This new system is based on a similar, but reduced, color system that will be accompanied by symbols to show them what they can do to stay safe. The new system is also regionalized, so if one area is in danger, the alert level can be raised without doing so for the entire nation. Â This will help ready areas where threats are high without needlessly putting people on alert and risking future desensitization.
What do we want them to do? The public needs to have an understanding of the different symbols that accompany each alert level so that they can follow the actionable steps recommended to them in the event of a terror attack. The goal is for every American to know what to do if the time comes for action. The new system is not designed to insert constant worry into daily life. Its purpose is to create a sense of preparedness. Â Unlike the old system, the alert level will not be raised unless there is clear evidence to do so. This means any alert level changes should be taken seriously. Raising the alert level signals that there are steps the public should be taking in response.
What media are involved? Media used when the alert level goes up: All radio, All TV, Public screens, Websites, Text messages, Public Phone Line, Newspapers, Digital road signs, Airport media channels, Automated phone calls Media used to create awareness of new system: Online videos, instructional booklet, press releases, lesson plans for various grade levels, direct mail
The Redesigned Homeland Security Alert System how the system works Our new Homeland Security Advisory System is designed to do two things: 1. Keep you prepared for a terrorist attack. 2. Let you know what to do if there is a threat. The new system is still based on colors, but there are now three, instead of five. Blue is the base level, which means there are no immediate concerns. Yellow means that there is reason for concern and symbols will show you the best things you can do to keep safe. Red means that there is immediate concern of attack. Again, our symbols will show you exactly what to do. The system is localized, so if one area is in danger, there is no need to change the color of the entire nation. The colors will only change when there is a serious threat. If that happens, you will know exactly what’s happening and what to do across every possible channel. Symbols will appear with each color change to let you know exactly how to stay safe.
AD: Lauren Perlow CW: Colin Quinn CT: Jarrod Higgins
Getting the Word Out We don't want this system to put constant worry into the lives of the American public. They will only hear about a color change when there are things you should be doing. This information will then be disseminated across every possible channel. This way, the importance of an alert isn't watered down over time.
Direct Mail This letter will be sent out to the American public. The information within this letter will show them how the system works and what the symbols mean. It will also encourage them to visit our website or acquire one of our Safety Guidebooks so that they can develop an emergency plan for their family.
National Preparedness Day National preparedness day will be in September, which is FEMA's National Preparedness Month. This day will be an opportunity for schools, businesses, and families to review what to do in the case of a terror attack. Information will be made available in workplaces, schools, and online to offer guidance in the creation of a family emergency plan.
5. Cracker Jack challenge As a brand that has been around for a long time, make Cracker Jack more popular. Breath new life into it and introduce it to a new audience.
our approach During the course of this assignment, we ate lots of Cracker Jack. We ate bags of Cracker Jack. We ate boxes of Cracker Jack. We often fell asleep with the tune of “Take Me Out to the Ball Game” running through our heads. We could tell you what people loved about Cracker Jack. What they hated. And what their fondest Cracker Jack memory was. But we were at loss when it came to figuring out how to popularize this seventh-inning snack outside the stadium. And then one night we came up with a big idea. A crazy idea: sports theaters. What if Cracker Jack refurbished old movie theaters and turned them into sports theaters that show games rather than movies. Sports fans go to stadiums because they crave that experience. Cracker Jack is an essential part of that experience. But when sports fans can’t make it to the game, they want to replicate that experience elsewhere. And that is where ripe opportunity lies for Cracker Jack.
the brief Why are we advertising? Cracker Jack is the “seventh-inning snack.” Ever since the song “Take Me Out to the Ball Game” was popularized in American culture, the Cracker Jack brand has become a mainstay at baseball games. And while the brand’s baseball stadium sales have remained constant over the years, Cracker Jack hasn’t seen much growth outside of this outlet, and continues to trail competitors like Crunch ’n Munch.
What is our objective? Drive Cracker Jack sales among sports fans outside of the stadium.
Who are we talking to?
Sports fans outside of the stadium They may not be at the stadium, but there is no doubt they’re watching the game. To cope with their inability to physically be there, they create their own game day rituals, from wearing their jerseys, to singing their team’s fight song, to eating popular game-day grub. Whether they’re in their recliners with a cold beer, shouting obscenities at the TV or at a sports bar with friends, they try to find ways to bring that stadium excitement to their viewing.
What is the thing we want to tell them? Cracker Jack creates an authentic game-day experience.
What reasons support our position to the larger audience? In our current weak economy, ticket sales for major sporting events have slumped slightly. But home viewership has remained constant, and attendance at sports bars, such as ESPN Zone, is on the rise. Cracker Jack’s popularity in stadiums remains strong with spectating fans. Given proper promotion, there is no reason why Cracker Jack should not be as popular for fans watching from home or at a favorite local bar.
What do we want them to do? You can’t have a game-day party without beer, without sandwiches, without chips and salsa. You shouldn’t be able to have one without Cracker Jack either. The tasty caramel popcorn, peanut treat should be a staple at every sport-watching event. And the mere sight of the brand’s iconic box should inspire thoughts of hanging out with friends in front of a big screen, hooting and hollering for the home team.
Which media are involved? Television, online rich media, OOH, grassroots
AD: Hope Jordan CW: Chris Trumbull CT: Sharon Showalter
Sports Theaters Cracker Jack will transform old movie theaters into game day havens. Instead of airing movies, the theaters will air games. The theater itself will replicate the stadium experience. You buy your tickets to “the game” online. When you arrive, you find your seats, whether you sprung for the “Cracker Jack Box Seats” or settled for cheaper level floor seats. Concession vendors will be walking around throwing free Cracker Jacks. With beer on tap and a movie screen sized viewing, being at a Cracker Jack Sports Theater is almost as good as being at the game itself.
Website On the site, visitors will be able to vote for the games they would like to see at their local Cracker Jack theater as well as purchase tickets for upcoming game showings.
Online and In-Theater Ads These Ads feature Sailor Jack and famous athletes will air online and within the Cracker Jack Sports Theaters to promote upcoming games.
Posters These posters, designed to replicate popular movie posters, will be used to advertise the games being shown at your local Cracker Jack Sports Theater.
Newspaper Ads will be placed in the movie and sports sections of newspapers to promote upcoming game showings.
kat e chapin katie.chapin@gmail.com 703-402-2287