Page 1

Portfolio wes young


wesyoung 2300 Timbercrest Drive | Stillwater, OK 74075 | 580.304.2066 | wes.young@okstate.edu

education Oklahoma State University | Stillwater, Oklahoma Bachelor of Arts in Journalism & Broadcasting; Double-Emphasis in Advertising & Public Relations | December 2010 ··GPA 3.77

experience McGarrah Jessee | Austin, Texas Account Service Intern | May 2010 - August 2010 ··Worked with the Whataburger account team and creative teams to deliver strategic, on-brand integrated marketing communication tools ··Learned how to be an effective account manager in the agency process - client relations, research, timeline development and management, briefing, proofing, estimates, billing, results presentation - and everything in between ··Facilitated multiple print, out-of-home and studio projects from client request to final file release ··Assisted with pre-production, commerical shoot and post-production for 3 TV spots and several online banner ads ··Assisted with photoshoot prep for point-of-purchase displays and product guides ··Wrote and helped lead briefs for point-of-purchase materials, press kit inserts and branded apparel design ··Researched, analyzed and compiled competitive insights, industry trends and consumer attitudes ··Gained brand exposure to Shiner Beers, Costa Del Mar Sunglasses and Frost Bank O-State Advertising: National Student Advertising Competition Team | Stillwater, Oklahoma Account Executive | September 2009 - April 2010 ··Led a team of 15 peers through research to define the target audience, discover perceptions of the client and identify media use ··Coordinated Creative, Media, Promotions and Production departments to craft a cohesive campaign for State Farm ··Provided hands-on support to groups and individuals whenever necessary ··Built and managed timelines to ensure departments met deadlines American Eagle Outfitters | Stillwater, Oklahoma Sales Associate & Seasonal Shift Leader | May 2009 - Present ··Increased sales using deep knowledge and understanding of the product line to meet customer needs ··Met and exceeded store goals by encouraging and empowering associates and emphasizing customer service O-State Advertising: National Student Advertising Competition Team | Stillwater, Oklahoma Member | September 2008 - April 2009 ··Worked with 12 teammates to conduct research and develop an advertising campaign for The Century Council ··Wrote script and presented the campaign with 4 teammates to a panel of accomplished industry judges

campus involvement Oklahoma State University School of Media & Strategic Communication | Stillwater, Oklahoma Media Style & Structure Teacher’s Assistant | August 2009 - Present ··Prepared students for communications careers by leading them through exercises in grammar and AP Style Oklahoma State University School of Media & Strategic Communication | Stillwater, Oklahoma Student Ambassador | May 2009 - Present ··Recruited prospective students by giving building tours and relating the advantages of the school Oklahoma State University Advertising Club - AAF Student Chapter | Stillwater, Oklahoma President | May 2009 - May 2010 ··Coordinated monthly events including speakers, agency tours and social events, operating within a specified budget


News releases


The
Century
Council
 
 
 NEWS
RELEASE
 
 
 June
13,
2009
 FOR
IMMEDIATE
RELEASE


Contact
Information:


Jordyn
Jacobs,
IMC
Manager


Cell:
(309)
916‐7225


E‐mail:
jordyn.jacobs@okstate.edu



 
 LOCAL
BUSINESS
OWNERS
ATTEND
AWARENESS
EVENT
 The
Century
Council
Invites
300
Local
Business
Owners
to
Participate
in
the
“What’s
Your
Count?”
Anti‐Binge
Drinking
 Campaign
 
 STILLWATER,
OK
–
The
Century
Council
has
started
a
new
campaign
to
combat
binge
drinking
on
college
campuses,
and
 today
they
asked
the
Stillwater
community
for
its
help.

 


The
mayor,
police
chief,
the
president
of
Oklahoma
State
University,
other
university
officials,
community


leaders
and
300
of
Stillwater’s
restaurant,
bar
and
business
owners
gathered
in
the
OSU
Student
Union
Ballroom.
They
 watched
an
informational
video
and
listened
to
Robert
Carmichael,
a
representative
from
The
Century
Council,
talk
 about
the
organization,
its
mission,
and
the
recently
developed
“What’s
Your
Count?”
campaign.

 


“What’s
Your
Count?’
was
developed
by
students
and
is
a
campaign
to
combat
binge
drinking
on
college


campuses.
The
success
of
the
campaign
depends
on
the
people
in
this
room,
the
Oklahoma
State
and
Stillwater
 community,”
Carmichael
said.

 


Michael
Bohanan,
the
OSU
“What’s
Your
Count?”
Campus
Brand
Representative,
spoke
about
how
the


University,
businesses,
and
community
could
become
involved
in
the
campaign.
He
and
Carmichael
also
answered
 questions
and
gave
media
kits
and
gift
bags
to
the
business
owners.

 


“Today
we
were
presented
with
a
problem,
but
also
with
an
opportunity
to
fix
that
problem,”
Burns
Hargis,
OSU


president,
said.
“The
plans
are
all
laid
out
for
us,
all
Oklahoma
State
and
Stillwater
have
to
do
is
follow
that
plan.”
 


“It’s
an
excellent
cause
and
an
excellent
campaign,
at
least
based
on
what
I’ve
seen
today.
My
restaurants
and


businesses
will
help
in
whatever
way
they
can,”
Stan
Clark,
owner
of
Eskimo
Joe’s,
said.

 “What’s
Your
Count?”
will
begin
at
OSU
and
20
other
college
campuses
in
August.
The
Century
Council
is
an
 association
of
distillers
founded
in
1991
with
the
goal
of
reducing
the
harmful
effects
of
beverage
alcohol.
If
you
would
 like
more
information,
or
to
get
involved
with
“What’s
Your
Count?”
please
contact
Michael
Bohanan
at
(405)
277‐5591.



Company XYZ


 
 


P. O. Box 11, Stillwater, Oklahoma 74075 • 405-766-8983 • madeup@fake.com


 
 
 
 
 NEWS RELEASE Oct. 6, 2009 FOR IMMEDIATE RELEASE

Contact Information: Wes Young, Reporting Student Cell: 580-304-2066 e-mail: wes.young@okstate.edu

ARMY JOURNALIST VISITS OKLAHOMA STATE UNIVERSITY Alumnus Shares Experiences In Person and In Print STILLWATER, Okla. – Staff Sgt. R. Fred Minnick Jr. will sign copies of his new book, “Camera Boy,” and speak to students about his experiences on Wednesday. An OSU alumnus, former Army journalist and now international freelance writer and photographer, Minnick chose to kickoff his book tour on the Stillwater campus. He will be signing copies of “Camera Boy” in the Student Union on Oct. 7. Not only has he covered the Iraq war, but also written for The Oklahoman, Fast Casual magazine, Kentucky Monthly and Bankrate.com. He was a contributing author of the Simon & Schuster book “Blog of War.” Public relations professor Gina Noble saw a learning opportunity for her reporting class. “He had offered to come and talk to any classes if any of us wanted him,” Noble said. “Of course I thought he was a great fit for my PR reporting class, for my students to see how reporters work and to learn from a reporter.” She said she hopes Minnick will show her students the importance of learning how to write for the media and then be able to work with the media. A 2001 OSU Agricultural Communications graduate, Minnick now lives in Louisville, Ky., with his wife. Copies of “Camera Boy” are for sale at Chapters in the Student Union. For more information about Minnick, visit http://www.FredWrite.com or e-mail him at editor@fredwrite.com. ###


News stories


Wes Young, Lab 2 Senator: Ken Salazar, D-Colo. Issue: Water conservation in Colorado

Word Count: 511

The people of southern Colorado might have a reliable, clean and affordable supply of water, thanks in part to Sen. Ken Salazar, D-Colo. (NEWS) Water conservation has become an important issue during the recent months because precipitation in southern Colorado is 81 percent below normal. Salazar has worked tirelessly to secure more than $107 million in federal funds for several projects, including the construction of the Arkansas Valley Conduit and the Animas-La Plata Project. (SCOPE/CONTEXT) The Senate Energy Committee approved funds for water conservation projects Salazar sponsored. The projects fall under the 2009 Energy and Water Appropriations Bill and the 2009 Agriculture, Rural Development, and Food and Drug Administration Appropriations Bill. The committee also unanimously approved the Colorado Land and Water bills on Sept. 11, according to a press release on Salazar’s Web site. (CONTEXT) “In Colorado, water is central to our way of life,” Salazar said. “These projects will expand the availability of water for Colorado residents and improve water quality and safety.” (IMPACT)
 The full senate has yet to vote on the bills. Salazar said he will work to ensure funds for the projects remain in the final bills. (EDGE)
 The Arkansas Valley Conduit Act is a cost-sharing provision between the federal government and local entities. The total cost of building the conduit is $300 million, and a proposed 35 percent will be financed by the federal government. 
 When completed, the conduit will deliver clean water to 16 cities and 25 water agencies in six Colorado counties – an area slightly larger than the state of New Hampshire. 



Wes Young, Lab 2 Senator: Ken Salazar, D-Colo. Issue: Water conservation in Colorado

Word Count: 511

It will also help the communities reduce water treatment costs and better conserve their existing water resources, Salazar said. 
 The Animas-La Plata Project has been a work in progress since the 1980s. As part of a water rights settlement with the Southern Ute Indian tribe and the Ute Mountain Ute Tribe, Animas-La Plata is a $500 million reservoir, conduit and pipeline project that will provide a new source of water for approximately 100,000 residents in southwestern Colorado and northwestern New Mexico, according to the Reclamation Bureau’s Web site. 
 Salazar said the project is “not only the necessary thing to do – it is the right thing to do.” Proposed federal financing for 2009 is $50 million. 
 In the South Platte River Basin, Salazar has secured $400,000 for improvements to the water management system. Salazar said competing agricultural, industrial, municipal and environmental interests in the area require that available water supplies be well-managed. 
 Salazar has also championed financing for smaller conservation efforts included in the 2009 Energy and Water Appropriations Bill. Salazar requested $150,000 in the bill for the rehabilitation of the Jackson River Gulch Reservoir and more than $3 million to aid the Army Corps of Engineers in completing several studies and projects designed to increase water supply and conservation throughout Colorado. 
 Elected in 2004, Salazar is a member of the Energy and Natural Resources Committee and the Agriculture, Nutrition and Forestry Committee. A southern Colorado rancher himself, it seems only natural that he would make conservation efforts one of his primary focuses.
 



Students
Learn
From
Army
Journalist’s
Stories
 


A
former
U.S.
Army
journalist
who
covered
the
Iraq
war
from
behind


enemy
lines
shared
his
experiences
with
a
class
of
public
relations
reporting
 students
on
Wednesday.

 


Staff
Sgt.
R.
Fred
Minnick
Jr.,
a
2001
Oklahoma
State
University


graduate
and
author
of
“Camera
Boy:
An
Army
Journalist’s
War
in
Iraq,”
 spoke
to
about
60
students
in
public
relations
professor
Gina
Noble’s
 reporting
class.
He
talked
at
length
about
his
experiences
and
duties
in
Iraq.
 Some
were
good
memories,
but
not
all.
He
tied
each
one
back
to
his
job
as
a
 member
of
a
military
public
affairs
unit
–
to
spread
truthful,
positive
news
 about
the
events
in
Iraq.

 His
message
to
students
was
clear
and
simple:
everyone
needs
public
 relations.

 


“The
way
he
related
public
relations
to
reporting
helped
my
students


understand
how
mutually
beneficial
each
job
is
to
each
other,”
Noble
said.

 


Jordyn
Jacobs,
an
advertising
senior,
is
in
the
class.



“I’ll
definitely
take
away
how
he
as
an
Army
journalist
was
able
to
find


the
good
even
when
the
situation
was
bad,
and
how
he
was
able
to
spread
 that
good
news,”
Jacobs
said.

 


Much
of
what
he
told
students
can
be
found
in
his
book,
which
is
for


sale
at
Chapters
in
the
Student
Union.
Minnick
will
be
doing
signings
in
 Oklahoma
City
and
Tulsa
in
November
for
those
who
would
like
their
copy
 signed.



1



“I
want
people
to
know
that
one,
public
relations
in
combat
is


necessary
but
it’s
not
easy,
and
two,
understand
that
there’s
a
whole
lot
that
 goes
on
with
war
in
terms
of
information,”
Minnick
said.

 


His
unit
wasn’t
just
responsible
for
helping
disseminate
news.
They


were
involved
in
coordinating
all
communication
efforts
externally
and
 internally,
including
newsletters
distributed
to
soldiers.

 


One
of
his
most
difficult
tasks
was
making
sure
the
American
people


and
the
global
community
knew
good
things
were
happening
in
Iraq.
If
a
 story
about
rebuilding
schools
or
bridges
ran,
it
came
from
an
Army
 journalist.

 


The
Army
couldn’t
escape
the
fact
bad
things
were
going
to
happen.
It


was
war,
after
all.
Minnick
and
his
unit
had
to
find
the
positives
in
the
 negative
things
happening
around
them.
 


He
cited
the
work
done
following
the
Forward
Operating
Base
Marez


bombing
as
one
example
of
finding
the
good
among
the
bad.

 


An
insurgent,
wearing
a
bomb
and
dressed
in
an
Iraqi
military


uniform,
entered
the
mess
hall
at
Marez
on
Dec.
21,
2004.
When
the
bomb
 went
off,
it
killed
22
people
including
American
soldiers,
contractors
and
 Iraqi
soldiers,
and
wounding
about
70
others.

 


The
national
and
international
media
reported
on
the
devastation,


often
quoting
anonymous
sources
and
giving
false
information
by
naming
a
 missile
as
the
cause
for
the
explosion
–
an
unfortunate
thing,
because
as


2



Minnick
told
students,
the
truth
is
the
only
thing
a
journalist
should
be
 telling.
 


He
and
his
unit
went
to
work,
trying
to
find
the
positive.
They
found
it


in
the
quick,
effective
response
of
the
medical
units
who
did
exactly
as
they
 were
trained
and
saved
lives
that
might
have
been
lost.

 


“We
were
able
to
take
that
bad
and
say
‘It
could
have
been
a
lot
worse,


if
we
were
not
trained
and
ready
for
this,’”
Minnick
said.
“We
said
to
 ourselves,
‘National
media
is
not
going
to
pick
this
up.
We’re
going
to
focus
 on
the
Stillwater
NewsPresses
of
the
world.’”
 


They
sent
the
story
out
to
hundreds
of
smaller
newspapers.
The
story


was
picked
up
by
about
80
percent
of
them,
and
the
story
reached
a
core
 audience.

 


“We
never
denied
any
of
the
bad
stuff.


“It
wasn’t
pretty,
but
it
sent
an
encouraging
message
back
home,
that


bad
stuff
happened,
but
we
were
ready.”

 


Minnick
moved
on
to
lighter
topics,
telling
the
class
about
his
civilian


work,
which
includes
writing
stories
about
fast
food
chains,
cattle
and
horses.
 He
said
his
military
experiences
helped
him
learn
how
to
find
an
angle,
a
skill
 his
editors
appreciate.
 


Noble
said
she
hopes
she
can
get
Minnick
back
to
share
his
knowledge


with
future
classes.

 


His
final
words
of
advice:
“Always
be
accurate
with
your
information


and
learn
how
to
research.


3



“Google
wasn’t
here
40
years
ago.
Take
advantage
of
it.
But
at
the


same
time,
double
check
your
sources,
the
last
thing
you
want
is
to
get
your
 facts
wrong.”

 
 



 
 
 
 
 
 
 
 
 
 
 
 
 
 
 


4



Marketing projects


Wes
Young
 IMC
Assignment
2
 8/31/09
 
 Product:
Perfume
 
 Brand:
Forever
Young
by
Wes
Young
 
 Key
Concepts:
A
light,
sweet,
yet
sexy
perfume
available
in
three
sizes
–
0.5oz,
1.0oz
 and
2.5oz
–
and
as
a
deodorant
and
body
wash.
Forever
Young
is
“The
sweet
scents
 you
loved
as
a
girl,
combined
in
a
fragrance
sensual
enough
for
you
to
love
as
a
 woman.”
 
 Target
Audience:
Women
ages
25‐40
 
 Plan:
As
a
new
product,
Forever
Young
will
hold
debut
parties
in
New
York
City
and
 Los
Angeles.
High‐income
women,
celebrities
and
members
of
the
press,
including
 magazines,
will
be
invited
for
an
evening
of
drinks
and
socializing.
Women
will
be
 asked
to
come
without
putting
on
perfume
because
Forever
Young
will
provide
 them
with
samples
to
wear
during
the
evening.

After
the
party,
each
attendee
will
 receive
a
free
0.5oz
bottle
and
have
the
option
to
upgrade
to
a
1.0oz
by
giving
the
 name
and
address
of
a
friend
and
a
2.5oz
by
giving
the
names
and
addresses
of
three
 friends.
This
will
become
the
base
for
direct
marketing.

 We
will
also
place
full‐page
scent
ads
in
Vogue,
Cosmopolitan,
Allure
and
Elle.
 Point‐of‐purchase
marketing
will
be
placed
in
department
stores
where
Forever
 Young
is
sold.
Fragrance
counter
employees
will
receive
a
free
0.5oz
bottle
for
every
 five
bottles
of
Forever
Young
they
sell,
in
order
to
encourage
personal
selling.

 Mall
ads
will
also
be
purchased.




Wes
Young
 Air
Cannon
Marketing
 MKTG
3323.003
 01.22.09
 


1. Opportunity:
The
Air
Cannon
blasts
air
at
targets
up
to
20
feet
away.
It
is
appropriate
for
 all
ages.
Use
Air
Cannon
for
air
tag,
practical
jokes,
and
as
an
attention‐getter
for
 students.
The
price
is
$19.95.
 2. Positioning
and
Differentiation:
The
Air
Cannon
is
new
to
the
market
and
the
first
 product
of
its
kind.
We
will
position
it
as
safe,
fun
and
simple
alternative
to
other
 shooting
toys.
There
are
no
darts
or
balls
to
lose.
It
does
not
shoot
water
or
sticky
 strings,
so
there
is
no
clean‐up,
and
does
not
need
to
be
used
outdoors.
It
is
painless,
 unlike
paintball
or
air
soft
guns.



 Environmental
Analysis:
The
current
environment
will
be
open
to
the
Air
Cannon
as
a
 new
product.
In
difficult
economic
times,
Air
Cannon
is
an
inexpensive
yet
fun
toy
that
 can
be
embraced
by
people
of
all
age
groups,
income
levels,
genders,
and
locations.
For
 those
who
think
“green,”
Air
Cannon
is
made
of
sturdy
plastic
and
can
be
used
for
years.
 Because
it
does
not
use
plastic
beads,
balls
or
darts
that
need
to
be
replaced
there
is
no
 continuous
financial
obligation.
It
will
also
leave
a
small
environmental
footprint.
 Marketing
Research:
Air
Cannon
and
its
marketing
efforts
will
be
extensively
tested
 with
young
children,
their
parents,
and
school
teachers.
It
will
also
be
tested
to
a
lesser
 degree
with
older
students.

 Marketing‐Mix
Development:
As
a
product,
the
Air
Cannon
has
already
been
developed
 and
is
a
product
worth
selling.
The
only
recommendation
for
the
product
is
that
it
be
 made
in
a
variety
of
colors
to
appeal
to
all
consumers.




Wes
Young
 Air
Cannon
Marketing
 MKTG
3323.003
 01.22.09
 
 To
promote
the
Air
Cannon,
TV
advertising
and
family
magazine
advertising
will
 be
used.
The
TV
advertisements
will
focus
on
differentiating
the
Air
Cannon
as
 previously
discussed,
while
magazine
advertisements
will
feature
the
Air
Cannon
as
a
 new
family
pastime.
Direct
mail
advertisements
will
be
sent
to
elementary
schools,
 selling
the
idea
of
the
air
cannon
as
a
safe,
fun
way
for
students
to
play
tag
and
be
 physically
active.
They
will
also
be
featured
as
a
new
way
to
call
on
students
in
the
 classroom.
As
they
appear
in
schools,
students
will
convince
their
parents
to
purchase
 one
or
more
for
their
household.

 


To
help
get
sales
moving,
periodic
sales
promotions
will
be
offered,
such
as
buy


one,
get
one
free
or
buy
one,
get
one
half
off.
This
will
encourage
consumers
to
 purchase
more
than
one
Air
Cannon.
 


Public
relations
will
create
a
buzz
about
the
Air
Cannon
by
holding
“Air
Play
Day,”


an
event
in
city
parks
across
the
nation.
Air
Cannon
will
partner
with
snack
companies,
 bottled
water
companies,
milk
companies,
city
parks
and
recreations
departments,
and
 the
Department
of
Health
to
promote
a
day
of
health
and
family
time.
An
air
tag
 tournament
will
be
held,
and
carnival‐style
games
in
which
the
Air
Cannon
can
be
used
 will
be
played.
Air
Cannons
will
be
available
for
sale.
News
releases
about
the
event
will
 be
in
all
major
newspapers,
with
possible
VNRs
in
larger
cities.
Hopefully,
“Air
Play
Day”
 will
become
an
annual
event,
gain
more
partners,
and
be
held
in
more
cities
and
towns.

 


The
price
of
the
Air
Cannon
is
set
at
$19.95.
It
will
be
distributed
to
all
major
toy


stores,
Wal‐Mart,
Walgreens
and
CVS/pharmacy.




Wes
Young
 Air
Cannon
Marketing
 MKTG
3323.003
 01.22.09
 
 The
market
will
be
segmented
into
children
ages
four‐12,
their
parents,
and
 grade‐school
administrators
and
teachers.
However,
there
is
no
doubt
that
as
word
of
 Air
Cannon
spreads,
other
market
segments
will
begin
to
buy
Air
Cannon.




Fiesta
Mart
 Team
FKM
 Plans
book
text
 Situational Analysis Company Analysis: Fiesta Mart was founded in 1972 with the vision of providing customers with products unique to their culture. Fiesta blends product variety with customer service with an authentic “Fiesta” atmosphere and provides a unique grocery shopping experience for the customer. They create a market feel by renting kiosks to vendors who sell goods such as clothing, music, and jewelry and cell phones. Competition: Wal-Mart and Super Target are obvious market leaders offering one-stop shopping for all needs at low prices. Krogerʼs, Randallʼs and HEB offer quality gourmet foods at higher prices and also offer other in-store services. Central Market provides high-quality, gourmet foods at higher prices in an appealing, high-end environment. Target Audience: 25-45, White, English-speaking. Average household income $75,000. Profile: Jeanine, a married 36-year-old mother of two children, daughter Alex, 8, and son Brady, 11. Her husband is a financial analyst at a major investment company. She works full time as a bank branch manager. Jeanine drives GMC Denali, likes to shop at the mall and takes her family to church on Sundays. She and her circle of friends take turns having dinner parties. Although she doesnʼt have as much time or disposable income as she would like to, she loves to travel and enjoys trying new things. Strengths:          

Multicultural Quality product Product variety Strong foundation Brand recognition Adapting to neighborhoods Variety of services Local-personal Fresher/better variety of produce Web site is easy to navigate

   

Attachment to Mexico Target mostly lower class Locations Store image/ambiance

Weaknesses:


Fiesta
Mart
 Team
FKM
 Plans
book
text
   

Lack of friendly service Broad target Web site is strictly English or Spanish

   

Change perception Location defines target Community involvement Increase advertising presence

  

Low market share Highly competitive market Larger companies have more to spend on advertising

Opportunities:

Threats:

Research: Secondary Research: Our marketing team visited Fiestaʼs Web site and the Web sitesʼ of its competitors – Wal-Mart, Target, Krogerʼs Randallʼs, HEB and Central Market – and drew from our own experiences at each of these stores. We found that that itʼs competitors tended to have more of a variety of products. Fiestaʼs website was superior to most stores. We also looked at the target market by using Claritasʼ MyBestSegments, putting the ZIP codes of the key areas listed in the assignment: 77450, 77008, 7709 and 77006. We found that in these particular areas the demographics consisted of African American, Hispanic and Caucasian. Our marketing team conducted primary research by visiting two of the Fiesta stores in Houston on 3803 Dunlavy St and 1020 Quitman St and conducted interviews with customers that were shopping in the store. Our marketing team also visited a nearby Flagship Randallʼs that was less than a mile away from Fiesta. We found that Fiesta had the widest range and freshest form of produce in the area. The wine and beer selection was also superb. Many of the customers that were interviewed remarked that the quality of produce and meat was excellent, reasonably priced and one of the main reasons they continue to shop at Fiesta. Other customers enjoyed the wide range of International produce that they were able to find at this store that was not accessible at other grocery retailers.

Goal:


Fiesta
Mart
 Team
FKM
 Plans
book
text
 Change the perception of Fiesta among higher income grocery purchasers and gourmet “foodies” to bring in more customers and drive sales.

Objectives: Increase new customer traffic by 20% Increase sales by 20% Increase sales of other ethnic food/products by 30%

Creative Overview: Key Consumer Benefit: Shopping at Fiesta makes you a good parent because you show your children first hand all the experiences the world has to offer. Theme: Quality foods from around the world for people who live around the corner.

Media Overview: Billboard: During our primary research we also noticed that billboards for Fiesta were nonexistent. We chose to do billboard advertising so that consumers are able to locate stores with greater ease. We decided to express the theme “The World is Just Around the Corner.” This form of advertising is local, and will capture the attention of people who pass by on a regular basis. T.V. Commercial: We wanted to express the cultural diversity aspect of fiesta through our commercials. The woman passing through different cultural markets shows the unique diversity of the groceries that you are able to buy in the store. The commercial may attract the attention of potential consumers who are interested in travel. The scene begins with a close up on a parrot flying, and then pans out to a woman in a street market of a particular country, for example, beginning with Japan, then Greece, Spain, Italy, and finally India, with the womanʼs attire changing with each country/ location. The parrot is flying around or static in each shot, but present, nonetheless, as well as a subtle flag of each country present in the background of each shot. The woman puts some item from each country in the Fiesta basket that she is carrying. It ends with the cashier saying, “Thanks


Fiesta
Mart
 Team
FKM
 Plans
book
text
 for shopping Fiesta.” The parrot lands on the payment station, and the potential for Co- Op items to be on the conveyer belt. The Final shot will be of the logo, and someone saying, “The world is right around the corner… Fiesta.” The intro of the Parrot flying in lasts for three seconds, then the locations and their changes last for fifteen seconds, and the view of all the co-op items is roughly 2.5 seconds. The casherʼs line, as well as the landing of the parrot is 5.5 seconds, and the ending line lasts five seconds. All of this last thirty seconds for the entirety. Direct Mail: We will create a postcard that will contain a foreign dish recipe that includes an item exclusive to the store. The postcard will also contain a coupon for a particular product in the recipe, which will encourage the consumer to shop at Fiesta. The card will also be a collectable item that consumerʼs can use time and time again.

Promotional Overview: In order to attract attention, an exotic bird keeper will be hired to represent Fiesta by wearing a branded T-shirt and carry around a live parrot. Consumers will be able to take pictures with the bird keeper as well as the parrot on their shoulder. The picture will be hung up in the home as a keepsake item and will also contain the Fiesta logo. The promotion will take place in high traffic areas such as local baseball games and upscale malls. Rational for creative: Direct Mail: the direct mailer is designed to look like a replica of a postcard. The design of the postage stamp coordinates with the geographic area of where the recipes are from. The postcard is themed around the idea of being shipped in from around the world, coming directly from that country straight to you through Fiesta. Billboard: The billboard was designed to let average grocery goers feel that worldly produce is available right at their fingertips. The simplicity and colorful visuals aid in attracting the eye to the advertisement. We also included the text “exit now” to let the consumer know the store is nearby. Commercial:


Fiesta
Mart
 Team
FKM
 Plans
book
text
 The inspiration behind the commercial was to allow the viewer to imagine themselves in the woman shoes; shopping in the very place the produce is derived from. From the street markets of Japan to India the woman immerses herself with the exotic foods of several different cultures. At the end of the commercial as she approaches the checkout counter, she snaps out of it and realizes that she is actually shopping at Fiesta.

Budget: T.V. Commercial spots - $1,860,000 6 Billboardʼs totaling- $180,000 Direct Mail- $1,800,000 Production- $152,000 Promotional-$8,000 Total Cost- 4,000,000


Wes
Young
 9/02/09
 Creative
Work
Plan
 
 Product:
Kraft
Real
Mayo
 
 Key
Fact:
Kraft
Real
Mayo
adds
flavor.
Use
it
in
casseroles,
dips
and
salads.
Combine
 with
other
ingredients
to
make
sauces.
Mayo
goes
well
on
sandwiches,
hamburgers
 and
hot
dogs.
You
can
even
replace
the
eggs
and
oil
in
cakes
with
mayonnaise.
 
 Advertising
Problem:
Consumers
perceive
mayo
to
be
only
for
sandwiches
and
 unhealthy.

 
 Advertising
Objective:
Persuade
consumers
Kraft
Real
Mayonnaise
isn’t
only
a
 spread,
a
spoonful
or
two
can
improve
many
meals
and
won’t
harm
their
health.

 
 Prospect
Profile:
Susan,
a
working
mother
aged
30‐50.
She
is
not
the
“bread
 winner”
but
still
works
hard
to
provide
income
for
her
family
to
live
comfortably.
 Susan
makes
her
children
lunches
for
school.
She
does
her
best
to
prepare
dinner
 each
night.
She
wants
the
meals
to
be
healthy
and
delicious
–
and
she
wants
them
to
 be
easy
to
make
so
she
can
spend
time
with
her
family
while
cooking.
When
she’s
 not
around,
she
wants
her
kids
to
continue
eating
healthy,
so
she
makes
sure
to
keep
 the
refrigerator
and
cupboards
stocked.
She
wants
to
keep
her
family
happy,
 provide
quality,
and
wants
it
to
be
affordable.

 
 Principle
competition:
Kraft
Real
Mayo
competes
with
Hellmann’s
Real
 Mayonnaise,
Hellman’s
Real
Light
Mayonnaise,
Heinz
Mayonnaise,
Miracle
Whip,
 mustards
and
other
sandwich
dressings.
Kraft
is
the
current
market
leader,
but
 across
the
board
mayonnaise
sales
are
declining
as
an
increasingly
busy
population
 turns
to
pre‐packaged
goods
and
restaurants
for
their
meals
and
globalization
 creates
a
desire
for
new
flavors.

 
 Key
Consumer
Benefit:
Using
Kraft
Real
Mayo
will
bring
your
family
together.
 
 Reason:
Mayonnaise
is
a
condiment.
Consumers
put
it
on
sandwiches
to
add
flavor.
 Kraft
Real
Mayo
can
be
put
on
more
than
a
sandwich.
Moms
can
make
dips
with
it,
 combine
it
with
other
ingredients
to
make
salad
dressings,
put
it
in
casseroles
and
 add
it
to
a
variety
of
other
dishes.
Because
moms
using
Kraft
Real
Mayo
to
prepare
 meals
will
be
making
food
their
families
will
love,
those
families
will
come
together
 –
in
the
kitchen
to
make
the
meals
and
around
the
table
to
eat
them.
Moms
making
 dips
with
Kraft
Real
Mayo
will
know
their
families
have
something
to
snack
on.
Kids
 and
dads
alike
love
snacks.
The
classic
dish,
the
sandwich,
is
still
important.
Moms
 can
teach
their
kids
how
to
make
a
good
sandwich
while
putting
lunches
together.
 And
mom
and
dad
can
make
their
lunches
together.




Creative wo r k s


Wes
Young
 10/14/09
 JB
3603
TV
Script
 
 Client:
TOKYO
POT
 Product:
TOKYO
POT
RESTAURANT
 Title:
HISTORY
 Time:
:30
 
 VIDEO
 
 [1]
OPEN
ON
A
CU
OF
THE
TOP
OF
A
 POT
OF
WATER
OVER
AN
OPEN
FIRE.
 SNOW
IS
ON
THE
GROUND.

 
 [2]
ZOOM
OUT
AND
TILT
DOWN
TO
 BRING
MONGOLIAN
SOLDIERS
 GATHERED
AROUND
THE
POT
INTO
 THE
FRAME



AUDIO
 
 [1]
INSTRUMENTAL
ORIENTAL
MUSIC:
 UP
AND
UNDER
 ANNCR:
(VO)
A
thousand
years
ago…
 
 [2]
ANNCR:
(VO)
…Ghengis
Khan
 struggled
to
feed
his
army…


[3]
ONE
SOLDIER
DROPS
A
THIN
SLICE
 OF
RAW
MEAT
INTO
THE
POT


[3]
SFX:
SIZZILING
NOISE
 ANNCR:
(V0)
…so
he
turned
to
the

 
 cooking
concept…


[4]
CUT
TO
CU
OF
SOLDIER
EATING
 MEAT


[4]
ANNCR:
(VO)
...of
the
hot
pot.


[5]CUT
TO
A
JAPANESE
BUILDING


[5]ANNCR:
(VO)
In
the
twentieth

 
 century,
a
small
Japanese
restaurant

 
 offered
hot‐pot
style
food
…


[6]CUT
TO
JAPANESE
FAMILY
AROUND
 MODERN
SHABU‐SHABU
POT.
CAMERA
 PAN
AROUND
TABLE
 [7]
CUT
TO
STILL
OF
OUTSIDE
OF
 TOKYO
POT


[6]
ANNCR:
(VO)
…and
called
it
shabu‐ shabu.



[8]
CUT
TO
WIDE
SHOT
OF
INSIDE
OF
 TOKYO
POT,
PEOPLE
ARE
DINING


[7]
ANNCR:
(VO)
Now
you
can

 
 experience
shabu‐shabu
in
Stillwater,

 
 Oklahoma.

 [8]SFX:
CONVERSATIONS

 ANNCR:
(VO)
Join
us
today
at
Tokyo
 Pot…
 


‐MORE‐



Wes
Young
 10/14/09
 JB
3603
TV
Script
 
 [9]
CUT
TO
MCU
OF
COUPLE
COOKING
 FOOD
 [10]
CUT
TO
ECU
OF
PREPARED
FOOD
 
 
 
 
 
 [11]
CUT
TO
STILL
OF
LOGO
AND
 ADDRESS
AND
PHONE
NUMBER



 [9]
SFX:
SIZZLING
NOISES

 ANNCR:
(VO)
…to
cook
and
taste
for
 yourself…
 [10]
ANNCR:
(VO)
…food
that
saved
the

 
 huns.
 
 
 
 [11]
ANNCR:(VO)
Tokyo
Pot.

 
 108
West
Tenth
in
Stillwater.

 



 ‐END‐
 


‐MORE‐



They say Chocolate and ice cream Can lift even the lowest spirits; That sunshine makes people happy; And a spoonful of sugar Helps the medicine go down. Why, then Do chocolate and ice cream Melt in the sun? Do people chase shots with lemon or lime? Sure, Life throws you curve balls But when swinging Means striking out, And waiting might mean a walk; Why do we try?

Because. It's fun to lick chocolate Off your fingers. Ice cream is too cold anyway, And Julie Andrews Is the perfect Mary Poppins. To swing and miss Is to say You did your best And those who wait Might miss out On the best life has to offer: A home run. The roar of the crowd. Seeing your name in lights; And, if only for a moment Sheer, unbridled Joy.


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wyoung_printad1.pdf

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absolutleaderboard.pdf

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9:52 PM

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absolutrectangle.pdf

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4/26/10

9:53 PM

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We caught you staring.

MY

Click here to find out how

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CMY

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center of attention.


absolutskyscraper.pdf

4

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Think it始s your time to shine? Click here to find out.

9:54 P


ABSOLUTdirectmail.indd 1

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chan

c

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l a i t n e d i f n o BULK RATE POSTAGE

PAID

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Portfolio  

Collection of projects created during my academic career at Oklahoma State University.

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