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hi. I’m marina. welcome to my portfolio. make yourself at home.


cultural explorer

idea mixologist

poodle owner

I: own every back issue of vogue since 1997 secretly read textbooks for fun traveled to

29 countries

order dessert first


My story 5 Immigrated from Ukraine to scenic Brooklyn, NY. Understood culture from an outsider’s perspective. Curiosity sparked. Embarked on lifelong journey of exploration. 7 Completed first case study. Combined intuition, creative thinking, and field research to successfully reposition myself from awkward immigrant to hip third-grader. Sealed fate as future strategist. 18 Departed for Montreal to attend

. Incorporated “eh” into lexicon.

Became fascinated with urban self-expression. Obsessively photographed street style and art. 19 Untamed wanderlust met financial means. Started my travels. 21 Moonlighted as wannabe stylist. Spent excessive amounts of time in thrift stores. Developed musty smell. 22 Returned to New York upon graduation. Began quest to explore career paths. 23 Interned at creative boutique. Helped win a Cyber

for

Machines.

age

Created branded entertainment for high-profile clients at BMF Media including: 24 Joined

a startup focused on career training for millennials. Oversaw marketing; generated expansion into 8 new markets.

26 Took on additional clients. Enthralled with marketing but yearned to be around culture again. Discovered account planning. Realized it’s the perfect marriage of everything I love. 27 Learned the craft at and

Account Planning Boot Camp Certificate Program in Integrated Marketing Communications.

Launched planning career. Picked up where I left off in the third grade, but with a strategy sauce refined through years of schooling, work, and life.


participate

CASE 1 | BLACKBERRY BACKGROUND

Once a dominant player in the smartphone market, Blackberry is now on a slippery slope toward irrelevancy. It will make its last attempt at the hardware business with the launch of the BB10.

THE TASK

TARGET

Emerging Visionaries

Self-empowered and confident, these 18-35 year olds eschew all the trappings of corporate life. Instead of molding themselves to fit the system, they craft careers around their personal interests, values, and work preferences.

Resurrect the failing Blackberry brand.

INSIGHT

WE FOUND

1. The brand is tied to a vision of corporate success...

They want to succeed but on their own terms

BUT Empowered, entrepreneurial mindset of millennials has pervaded culture

Post-recession: strong anti-corporate sentiment & distrust of big business

STRATEGY Blackberry builds the business of you PROOF

BB10 pairs Blackberry’s legendary productivity with a modern smartphone experience by offering voice recognition, an updated operating system, and robust app store. ...people no longer aspire to success as defined by corporate life. 2. Blackberry hasn’t innovated product line to remain competitive.

CHALLENGE

Make Blackberry relevant to professionals again via the launch of the BB10.

CREATIVE

Blackberry Innovation Development (BBID): To establish credibility with this generation of professionals and generate buzz for the launch, Blackberry will help companies get off the ground with BB10.


CREATIVE | BBID: Blackberry INNOVATION DEVELOPMENT STARTUP INCUBATOR INSTALLATIONS: Glass pop-up shops in high-traffic urban areas

Entrepreneurs pitch to participate Winners occupy space and operate their business on-site using BB10s Activity streamed to digital billboards equipped with BB10 interface and a microsite Viewers can follow journey and interact with participants directly through site and social channels Footage turned into documentary, premieres at South by Southwest


CASE 2 | WEIGHT WATCHERS FOR MEN BACKGROUND

Weight Watchers recently launched a streamlined program for men that eliminates support groups.

THE TASK

Generate awareness and sign-ups.

TARGET Overweight men, age 31-49

KEY TRUTHS

1. These guys know they’re technically overweight - but people judge themselves relative to others. 2. In their communities, overweight is the norm. 3. They rationalize inaction.

INSIGHT Men need social motivation to lose

More receptive to changing diet than obese

Increasingly concerned with longevity: seeking lifestyle solution, not a quick-fix

Many claim they want to lose, but few have tried

CHALLENGE

Mobilize men to get in shape.

STRATEGY Make weight loss contagious CREATIVE

The Draft will tap into men’s love of fantasy football, gamifying weight loss to catalyze action. This also reintroduces peer support in an inherently masculine way. Players will join or create teams of eight, plugging “points” on a daily basis to help with their stats. The winning team will receive a trip to the Super Bowl, where Weight Watchers will make them brand ambassadors and introduce them on-field during half-time.


CREATIVE | THE DRAFT PHASE 1: PROMOTE AND RECRUIT

PHASE 2: TRAINING AND ADVOCACY


CASE 3 | FEBREZE

BACKGROUND

The fabric refresher market is shrinking and longtime leader Febreze is losing market share to its competitors.

Sell 6% more fabric refresher, with stretch goal of 11%.

Who? These fashionistas carefully curate their wardrobes and have strong emotional ties to their favorite items. Grooming and self-care rank high. Fastidiously clean, they wash clothes even when minimally worn.

THE DIGGING

INSIGHT

THE TASK

At an average price of $5 per bottle, we’ll need to sell an additional 2.5 to 4 million units.

WE FOUND

Febreze is mainly used on household items and underused on clothes. As the market leader, growing the category by introducing a new use represents the biggest opportunity.

CHALLENGE

Increase use of Febreze on garments.

TARGET

Women, age 19-33 Why? 30 million Heaviest clothing consumers With current market penetration of 11.6%, we’ll reach our goal with purchase of 1 more bottle per person.

Women shorten the lives of irreplacable .garments with excessive cleaning STRATEGY Create a garment care ritual that freshens between cleans CREATIVE

“Care for the clothes that care for you” #WHATIWORE: To spread the word about this new use of Febreze, we’ll tap into conversations already happening around fashion and clothing. The #WHATIWORE campaign will amplify this dialogue by leveraging women’s most trusted sources for style advice: influencers and each other.


CREATIVE | #WHATIWOREwhatiwore 1.STYLE influenCers kick-off campaign Fashion personalities share stories tied to favorite items, invite public to join the dialogue

2.Users submit via #WHATIWORE 3.Uploads to microsite

Users vote on favorite stories Style tips and tricks from fashion and media partners

4.Winners’ stories featured in ads ALONGSIDE INFLUENCERS


thank you. come again. ...and do say hello marina.tokar@gmail.com @marinatokar 917 969 7333

Marina Tokar Account Planning Portfolio  

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