LEANNA CRIDDLEAccount Manager

TABLE OF CONTENTS•resume•personal manifesto•simply mac•eternity bridal• l’oreal brandstorm•mini cooper•byu wellness•relate institute

Leanna CriddleT: 281-639-8038 E: leannacriddle@gmail.com

Objective

To gain experience in the professional world of advertising by being an effective and valuable employee

Experience

Student Account Manager – BYU AdLab August 2010 - Present

Develop creative briefs. Set up and manage social media accounts. Collect data through primary and secondary research. Accounts worked on include Proof Eyewear, BYU Women in Business, Relate Institute, and Organic Lunchables.

Dean’s Office Assistant – BYU FHSS Dean’s Office August 2011 - Present

Manage schedule of the dean, associate deans, and numerous conference rooms. Create documents distributed throughout the college. Order supplies for the office. Protect access to confidential information. Update directories and databases. Publicize and assist at college events.

Consultant – Waikiki Beach Tanning May 2010 – June 2011

Understood customer needs to suggest best services for each individual. Employed extensive knowledge of products to customize sales pitches for every client. Utilized computer software to operate salon and update client database. Maintained an inviting atmosphere through a clean and organized workplace.

Summer Intern – G&A Partners May 2009 – August 2009

Organized and filed client records and information. Prepared packets and letters to be mailed out. Scanned and electronically filed important documents. Copied documents for company's book keeping and records. Entered data and client information into computer systems.

Piano Teacher – Leanna Criddle’s Piano Studio January 2006 – August 2008

Taught 6 students on a weekly basis. Met with parents initially to establish verbal contracts for lessons. Managed bookkeeping for student accounts. Planned individual lessons for each student weekly. Boosted student confidence and progress through motivation. Prepared reports for parents on student progress.

Education

Brigham Young University August 2008 - Present

BA Communications: Advertising, Minors in Business Management and Art History

Global Marketing Study Abroad June 2011 – July 2011

Studied international marketing in France, Switzerland, Italy, China, and India

Additional Information

Member of the American Advertising Federation. Member of the Global Citizens for Study Abroad association. Graduated high school one year early Magna Cum Laude. Member of both National Honor Society and Spanish National Honor Society. Comfortable with computer programs including Photoshop, InDesign, Outlook, and Microsoft Office suite.

PERSONAL MANIFESTOIf you would have asked me to write this a year ago, I couldn’t have done it. It wasn’t until I traveled to five different countries in the space of four weeks that I figured out who I really am. I’m a collector. I collect people, places, and inspirational ideas. My favorite thing is to go where I’ve never been. I only regret things I don’t do, not things I do do. I believe every human being has a story worth getting to know. It doesn’t matter what language you speak, or where you are from, or what time you lived in – we all experience the same emotions and have things to learn from one another. I try to do something at least once a day that scares me, because bravery is a trait I want to possess. I am a nail polish enthusiast - I never let my nails go naked. I’m a sucker for reality TV. I see it as taking an anthropology class. I’m a problem solver, not pointer. I believe art can communicate messages better than words. I have a passion for life, but not just mine. Other’s too. I can identify needs that people aren’t even aware that they have. I believe that everyone deserves to be heard. I think everybody should like everybody, and I want people to be more cheerful after meeting me.

SIMPLY MAC

MY ROLE

Simply Mac’s VP of marketing asked my team to discover why potential customers would rather drive 40+ miles to visit an Apple store than go to their local Simply Mac authorized retailer. I did primary research and came up with a way to get consumers to choose Simply Mac to fill their Apple needs.

Strengths-Convenience (more locations than Apple Store)-In-store repair-Apple-certified reps and technicians-3rd party & branded accessories available-Up to 60% for trade ins-Free shipping on orders over $25

Threats-Difficult to reach live person via phone-Sales reps impatient & bothered on phone-Number one issue: customers (even sales reps!) don’t know why they should go to SimplyMac instead of the Apple Store

Recommendations

Have a clear value proposition & make sure people (including employees) know it

Some options:-Create and maintain exceptional customer service-Sales reps focused on customer’s experience, not on commission. Build trust-Employee representative always available to speak with phone customers-Consider customer loyalty rewards-Consider offering 3rd party warranties-Better advertise onsite and business services

ETERNITY BRIDAL

MY ROLE

The CEO of Eternity Bridal asked my team to decide if it was worth it for them to continue printing catalogues. I did primary and secondary research to find the answer to this problem, as well as discover other areas Eternity could improve on. I was responsible for our relationship with and presentations made to the CEO.

Strengths of Printing

-People enjoy looking at a variety of options-Target audience is easy to reach-Adds credibility-Offers retailers options to order more dresses

Weaknesses of Printing

-Expensive-Must update seasonally-Same catalog available online

I personally called 30 retailers and this is what I discovered:-5% of retailers called had Eternity’s catalog-30% of retailers had Eternity dresses in store-95% of stores advised to go online

Our Research

Extra Recommendations

-Hire an intern-Build customer loyalty-Post list of retailers-Advertise in local bridal magazines-Create cost efficiency by hiring qualified amateur photographers and models (every girl wants to be a model)-Enlist the help of local college students (allow them to put work on their resume)

We decided that printing the catalogs were worth the expense because selling a few dresses covers the cost of printing. We suggested that Eternity be selective in who they give them to, because they won’t want wasted catalogs. We also suggested that Eternity makes it easy to access the catalog online by putting it in a prominent location on the homepage.

Recommendations

L'ORÉAL PROFESSIONNEL HOMME

MY ROLE

For L’Oreal Brandstorm 2010, my team and I were responsible for coming up with a new salon experience for the Homme collection for men. I did research on our target market and came up with a strategy that resonated with our desired audience.

Strengths-L’Oreal is the leading beauty products group-Has 23 international brands-Website is sleek and appeals to target market-Men’s first choice of hair product will be from a well-known brand-Products have masculine look, men won’t feel insecure buying grooming products

Weaknesses-Hair care products look weak in a man’s eyes-More expensive than general L’Oreal products-Required to purchase in a salon-L’Oreal is associated with the feminine market

Opportunities-L’Oreal has a long history, puts them ahead of a brand new company-R&D department creates newest and best products in a timely fashion-Access to more resources than less established brands-Expanding the website for the Homme product line can raise awareness, and notify the target market of product benefits

Threats-May be viewed as a “general” brand because it is associated with L’Oreal-Competition with non-professional, but masculine brands such as Axe and Old Spice-Inconvenience - customers must purchase in a salon-L’Oreal is often associated with make-up and girl grooming products

For our new salon experience, we will specialize on igniting a fire within each customer to “Be A Boss.” When the customer walks into the salon they are greeted by an executive lounge like area with complimentary drinks and refreshments. We will create an environment in which the customers are sitting in a replica of a luxury sport car’s driver’s seat. Instead of a regular apron, the client will wear an apron similar to the style of a sophisticated sports coat. Each station will be encased in their own glass cubicle. They will then be prompted to choose their point of destination to ‘travel’ to. The place will then light up on a map and then a plasma television will come down and start playing a video that makes them feel as though they are actually in that particular place.

Products: 1. A line of products designed to keep your hair in place when the top is down when your driving in your Corevette. 2. A line of products for shaving that will make that special someone unable to keep her hands on your skin. It would range from after shave lotions with anti-aging ingredients, to beard softener creams, to facial hair growth reducers. 3. When you’re on your business trips and there is no time to freshen up before meeting with the big client, use dry, spray-on shampoo for quick fixes.

MINI COOPER COUNTRYMAN

MY ROLE

My team and I came up with a campaign to promote Mini Cooper’s new 4-door car, the Countryman. We came up with a creative campaign as well as a 12-month media budget.

Executive Summary

MINI Cooper has a loyal group of fans, but some are concerned that the small size of the car will not fit their big lifestyle.

To combat this belief, MINI is introducing the new 4-door Countryman.

In order to spread awareness and increase the anticipation for the arrival of this new car, a national campaign as well as heavy promotion in five major cities will be used to spread the word.

Target AudienceMini buyers

-are adventure seekers-are practical, yet risky with some aspects of life-are environmentally conscious -are trendy (or at least trying to be)-love getting good prices and the best bang for their buck-are fun loving-shop for bargains at nice stores and always check the sales rack first-know a good deal when they see one

The Countryman will have a 12-month, pulsing campaignTelevision and magazine advertisements

-3 weeks - January, February, March, June, July, November and December Wallscapes

-7 monthsBillboard and Internet exposure

-12 months

Objectives and StrategiesWithin the period of one calendar year, increase awareness of the new MINI Cooper CountrymanHeavily promote the Countryman in San Francisco, Los Angeles, Dallas, Washington D.C., and Boston.We will increase awareness and consideration for the Countryman by using a wide variety of media including television, magazines, outdoor, and Internet.

Magazine-Newsweek and People-Main slogan: “Big Life, MINI Car.”-MINI lovers as target group

Wallscapes and Billboards-Same creative concept-Strategic placement

The Creative

BYU WELLNESS

MY ROLE

I was responsible for doing primary research to find out more about our college student target audience. I conducted multiple surveys as well as an ethnography to discover how to hit the sweet spot.

Project Summary: By using a variety of methods to collect data including surveys, ethnographies, and focus groups, we were able to find insights, trends, and correlations in the general student body’s attitudes toward BYU Wellness.

Client: BYU wellness offers a variety of fitness programs to help students stay healthy.

Problem: The majority of BYU students have no knowledge of what BYU Wellness has to offer them. Find a way to make BYU a part of every student’s healthy lifestyle.

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For the Quantitative research, we created a survey that was taken by over 800 BYU students. The data was then analyzed in SPSS to find correlation and relation, thus providing valuable insights.

Data collected showed that although staying active and healthy was of high importance to them, very few students regularly used the facilities and programs BYU Wellness has to offer. Many were using outside resources to fulfill their wellness needs.

Students said they would like to participate in activities such as intramurals, Zumba, aerobic classes, etc., but had no idea BYU offered such things. They believe their lack of awareness was due to the lack of advertising and publicity from BYU Wellness.

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Summary of Qualitative ResearchFor the qualitative research, we completed an ethnography as well as a friendship focus group. Filming these events allowed us to go back and catch the important insights that were very valuable to us in helping to decide what our position statement should be.

Advertising ObjectivePromote awareness of what BYU wellness is and how it can help students feel accomplished through physical fitness.

Position StatementIf just getting by is what you are about, you might as well just stop reading. The best way to a fulfilling life is through challenge and accomplishment. If you want to be average, fine. But if you want to be great, BYU wellness department can help. You can swim in the pool, run laps, lift weights, play some racquetball, or even go rock climbing. Whatever your wellness need, BYU can help. Not only is it conveniently located on campus, but it won’t make a dent in your wallet. Sure, sitting around may be easier but, who wants to let life pass by? Be a healthier person, do something great.

Insights GainedOur qualitative research told us that students’ main reason for working out was to push themselves and feel accomplished. They would like to know more about the other activities and programs BYU wellness has to offer. We used these insights to come up with suggestions for an awareness campaign.

ToneInformativeConfident

Motivational

Core Desire“To feel a sense of accomplishment”

Selling Idea

“Helping you feel accomplished with your wellness”

Suggestions-Create an all-encompassing website with information on wellness programs available, hours, crowd conditions, etc.-Hold a marketing event, “Wellness Week”, to promote awareness and excitement for the programs

Media-Internet: BYU’s website, or create a new website special ly for BYU Wellness-Social Networking: Facebook groups, fan pages, and events-Print:posters placed through campus promoting awareness and sense of accomplishment-Newspaper: Daily Universe-Marketing Event on Campus: Wellness Weeks

RELATE INSTITUTE

MY ROLE

I was on the social media team for Relate. I created and maintained a twitter account to develop brand identity and promote the couple-based relationship survey.

Project Summary: By utilizing various forms of social media we hope to increase awareness and curiosity about the Relate Institute online survey.

Client: Relate Institute provides o n l i n e r e l a t i o n s h i p assessments for dating and married couples all over the world.

Objective: Increase traffic to the Relate website and increase sales of the Relate survey.

Target:Married women, aged 20+. They are actively involved in progressing their relationship with their spouse. They are a l so known as the relationship monitor.

Insight:There’s always room for i m p r ove m e n t i n a marriage.

Promise:If you take Relate and apply the advice to your relationship, you will not only strengthen your marriage but you will better yourself.

Support:The research is solid. There are years and years of research that has p r ove n t o i m p r ove marital relationships.

Leanna CriddleT: 281-639-8038 E: leannacriddle@gmail.com