Embed Size (px)
DESCRIPTION
The long-awaited account portfolio of Elise Davis.
Citation preview
ResusmeElise Davis
Resusme
4 simple ways to Win the
crown
ResusmeResusme
Resusme
When most people think of beauty pageants, they envision giant up-do poufs, blinding sequins, and orange spray tans. But when I think of pageants, I remember public speaking, community service, and yes, an occasional rhinestone or two.
Two years ago, as Miss Idaho, I competed in the Miss America Pageant, participated in a reality show on TLC, and promoted my service platform: youth mentoring. These experiences taught me a lot about interact-ing with others and being true to myself. But, most importantly, I gained the confidence, leadership skills, and organization that will make me an excellent account manager. Someone once said to me, “You’re a unique pageant girl. Pageants aren’t who you are – they’re just something you do.” I considered that statement a huge compliment and con-tinue to devote my time to a variety of other interests: I play volleyball, sing opera, read creative nonfiction, and bake brownies. And in the last year I’ve traveled to Paris, Rome, Athens, New York, and London, all for the first time.
I’m ready to continue expanding my horizons as I move to New York to pursue advertising. And I may teach you a thing or two about pageants along the way.
ResusmeResusme
Rule # 1:Two Words:
World. Peace.
Resusme
ResusmeResusme
The Challenge:As Bona, a Swedish hardwood floor cleaner company, prepared to launch their new product, “Bona Free + Simple,” they needed to determine how to do so without cannibalizing the original Bona product within a “green” cleaning product marketplace.
The Insight:Consumers are looking for a cleaner that is both professional quality (used by contractors) and easy to use.
The Big Idea:“I just want something quick to protect my floor from my kids and pets, but I don’t want to have to protect my kids and pets from my floor.”
What I Did:o Researched consumer trends and “green” products within the marketo Conducted focus groups and ethnographies with women who owned hardwood floorso Helped write a survey to send out to over 600 women with hardwood floorso Developed a brand model and creative brief based on our research
Resusme
The Research:
After extensive market and consumer research, we found that Bona had the following opportunities as they launched Free + Simple:
o Fill the void in the market for a cleaner that was both easy to use and of a professional qualityo Emphasize the fact that Bona Free + Simple is scent-free and dye-free •20%ofpeoplesaidthatascent-freeproductwasimportant,and45%saiditwasatleast “somewhat important” •Foradye-freeproduct27%saiditwasimportant.58%saiditwasatleast“somewhat important”oWhilemostpeoplearecomfortablewiththeircurrentcleaningproducts,49%areopento trying something new •Manywomenareengagedthroughin-storedemonstrations–agreatdirectiontogoas they launch in Bed, Bath & Beyond
Resusme
Bona
Resusme
Bona Creative Brief
Advertising Objective:Launch Free + Simple without cannibalizing the original Bona product.
Target:These mothers come from different backgrounds with different homes and bank accounts, but they’re all equally invested in the beauty of their home and their family’s safety. They are active moms concerned with quality. They are thorough. No dirty spot goes unnoticed on either their floor or their children’s face. They take pride in (and worry about) their hardwood floors. They want their floors to look incredible, but they don’t want to go to incredible lengths to do so. These women are careful to feed their children healthy, natural foods, and want to give their floors the same quality. They believe the interior of their home is a reflection of their ability to balance the demands of their life.
Insight:“I just want something quick to protect my floor from my kids and pets, but I don’t want to have to protect my kids and pets from my floor.”
Promise:Bona Free + Simple leaves hardwood floor looking and feeling like the day it was first installed.
Support:•Freeofdyesandscents•Freeofanyharsh,unnecessarychemicals•Notonlyasimpleformula,butalsosimpletouse
Tone:•Natural,reflectiveofthewholesomeingredientsand“free”formula•Warmandinviting,likeyourhomeshouldfeelwhenguestscomeover•Professional,astheproductisusedbycontractorsandhardwoodprofessionals
Resusme
Like the Mad Magazine fold-ins that were popular with the Bona target demographic in the1960’sand70’s,thisprintad folds together to reveal a new picture and message, showing that:
•A Bona hardwood floor is so clean and chemical-free that you will feel comfortable letting your kids and pets play on the floor.•Using Bona unclutters life, making it “free and simple.”
ResusmeResusme
Rule # 2:Cry on
Command.
Resusme
ResusmeTailgateResusme
The Challenge: Find a profitable marketing position for TailgateFootball™, a tabletop football board game developed by a local client, hoping to mass produce the product.
The Insight: Consumers saw TailgateFootball™ as a fun gift for the football fanatic who has everything.
Recommendations: Rather than mass produce the product for a general audience, develop the game as a novelty gift for serious fans of college football teams. Sell to booster clubs and bookstores.
What I Did:o Liaison between the client and the BYU Ad Labo Organized and managed research including focus groups, in-depth interviews, and surveyswith120participantso Developed and managed timeline for project
Resusme
Survey Highlights:
Q. Would you be more likely to purchase the game if the field were personalized to your favorite college or professional sports team?
# Question 1 2 3 4 5 6 7 Responses Mean17 Less Likely: More Likely 8 6 9 14 21 13 16 87 4.57
“[Makesita]collector’sitem.”–KaraG.(20,TournamentPlay,LoyalFan,Single,Kentucky) “Imightconsiderbuyingwithmyteam’slogoonit.”–MarcP.(23,TournamentPlay,LoyalFan,Single,Colorado)
Q. What is the likelihood that you would purchase the game for someone else as a gift?
# Question 1 2 3 4 5 6 7 Responses Mean16 Very Unlikely: Very Likely 20 16 10 12 18 10 1 87 3.30
There was a significant and strong, positive correlation between liking TailgateFootball™ and likelihood of purchasing the game for others.
Sig=.000,r=.647,r-squared=.418
Resusme
Rule # 3:Vaseline. Lots and lots of
Vaseline.
Resusme
ResusmeHonorsResusme
The Challenge:Almost3,000BYUstudentsareenrolledasHonorsstudents,butonlyabout50actually graduate from the program each year.
The Insight:Students value a well-rounded education, but they don’t see the relevance of the program when they get overwhelmed by the requirements.
The Big Idea:“Energy Well Spent”
What I Did:o Managed account planning team for the projecto Analyzed research from ethnographies and surveys with over 100 BYU Honors studentso Developed a creative brief based on researcho Formulated plan for improved communications tools: Honors “MyMap,” brochure, newsletter, and department advertising
Resusme
We created engaging and informative communications tools to make the program more manageable for students: a newsletter with relevant program updates; funny ads encouraging students to visit the advisement center; and a “MyMap” page that shows students how to fit Honors classes into their graduation plan.
Resusme
Rule # 4:Yes, Hairspray even works
for that.
Resusme
Resusme
ResusmeResusme
The Challenge:Differentiate Tipping Bucket, a social philanthropy platform, from other non-profit organiza-tions for young adults.
The Insight:Today’s young adults grew up being told they could do anything, but when it comes to mak-ing real change, they feel that people either don’t care or they don’t follow through. Still, they feel a desire to be a part of a movement—something that they believe will actually bring about change.
Recommendations:Instead of simply promoting the variety of charitable projects on Tipping Bucket’s website, create social movements centered around world-changers—the people who create the proj-ects—whose passion inspires everyone who hears their story. Similar to Obama’s campaign in2008,thisgenerationbelievesinpeoplewhohaveaclearpurposeandwilldeliverontheirpromises.
What I Did:o Managed account planning team for projecto Created a brand model to identify the organization’s core purpose and opportunitieso Helped develop a social media and grassroots campaign to gain votes while Tipping Bucketcompetedinthe2010PepsiRefreshCompetition
Resusme
Tipping Bucket Brand ModelCurrent Brand Position: Tipping Bucket is a fresh and innovative social philanthropy platform that is struggling to differentiate itself from other organizations within the non-profit marketplace.
Desired Response:Tipping Bucket provides a way for those who are frustrated by the status quo and society’s indifference to social problems to challenge “The Man’s” way of thinking.
Conceptual Target:“Disillusioned Dreamers”Theseare20-25yearoldswhogrewupbeingtoldtheycouldchangetheworld.However,theyhaverecentlyrealizedthattheworldprovides push-back to their idealistic views of how the world should be. Many have become disillusioned by the constant stream of negative media, partisan politics, and a general lack of social indifference. They want to see progress, but often see stagnation and gridlock. They want to believe in the ideals of Americana - equality and opportunity – but have been discouraged with the realities of life. They believe in people, but not the system. Their grandparents fought communism, their parents rallied for civil rights, and now this generation is fighting a war that starts from within: apathy.
Core Desire:“I want to feel a passion so deeply that I have to be a part of the change.”
Role of the Brand:Tipping Bucket is a unified voice for change. It provides on online community where people can rally together and take a stand about something we all believe in: opportunities for a better life.
Compelling Truth: When Tipping Bucket promises “Yes We Can,” they actually do. They provide a variety of world-changing projects in an online format that offers transparency and accountability through their “All or Nothing” philosophy, transparent donations, and weekly new projects.
Selling Idea: “Yes we do.”
Education Brigham Young University Provo, Utah Major:Communications,EmphasisinAdvertising August2006–Present Minors: English & Music •ExpectedGraduation:August2011 •GPA3.83
Activities Event Planner Provo, Utah “YouBakeMyDreamsComeTrue” November2010 •Createdandmanagedabenefitconcert&bakesaletoraisemoneyforTheGreatAmericanBakeSale, an organization that uses its funds to fight childhood hunger in America. •Organizedperformers,bakers,emcee,andvenue. •Managedadvertisingandsocialmediafortheevent.
Campus Finalist -L’OrealBrandstormMarketingCompetition.2010-2011
ResusmeResume
Resusme
Experience Social Media Manager Provo, Utah ProvoCityPower January2011-Present •LiaisonbetweenProvoCityPowerandthecompany’sadagency,StephenHalesCreative. •CreatedandmanagedthesocialmediacampaignforProvoCityPower’sEnergyConservationProgram. •Developedandmanagedcampaigntimeline. •AssistedwithothermanagementneedsincludinginterfacingwithProvoresidentsandlocalretailers.
Account Manager Provo, Utah BYUAdvertisingLab September2010–Present •Developedcreativemarketingstrategiesandadvertisingcampaignsforclients. •Wrotepressreleases,brandmodels,andcreativebriefsforclients. •Conductedmarketandconsumerresearchforclients. •Managedclientexpectationsandservedasliaisonbetweentheadvertisinglabandclient. •Clientsincluded:BonaHardwoodFloorCleaner,Zion’sBank,TailgateFootball™,TippingBucket, BYU Honors Program.
Tour Guide Provo, Utah BYUHighSchoolRelations August2009–April2010 •CommunicatedwithincomingstudentsaboutBYU’sadmissionsproceduresandhighlighteduniqueprograms, colleges, and athletics. •PromotedBYUbyshowingprospectiveathletes,students,andparentsaroundBYUcampus.
Miss Idaho 2008 Boise, Idaho MissAmericaOrganization June2008–June2009 •CreatedastatewidemarketingcampaignthroughoutIdahotocelebrateNationalMentoringMonthbywritingand filming a public service announcement and distributing materials from the national organization MENTOR. •Spokeatstatefunctionsandperformedatvariouspublicevents. •PresentedatschoolsthroughoutthestateasarepresentativeoftheRJReynolds“RightDecisions,RightNow” program to keep students off tobacco.
