Christie ClarkAccount Management

Past Experience 4 Education Work Experience

Internships GSD&M 6 Y&R 8

AAF NSAC - jcpenney 10

Bona 14

BYU Wellness Program 18

Nature Valley 22

Anderson Development 24

Media Plan (Nooka) 25

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Table of ContentsPast ExperienceEducationBrigham Young University

Graduated: December 2011Double Major: BA Communications--Advertising and BFA ActingGPA: 3.97/4.00

2011 Vance and Betty Lee Stickell Award, selected as the most outstanding member, Brigham Young University’s student chapter of the American Advertising Federation

Work ExpEriEncEProject Management InternJun 2011-Aug 2011 GSD&M Austin, TX• Managed and executed production timelines for AARP, Grand Biloxi Casinos and the US Air Force• Created status reports and prioritized assignments to meet production deadlines

Brand Planning InternApr 2011-Jun 2011 Y&R New York, NY• Analyzed consumer trends and created decks presenting collected insights• Aided research and gave consumer context in a strategic light for new business pitches

Account ManagerSept 2009-Present BYU AdLab Provo, UT• Worked on accounts for Nature Valley, Bona, Anderson Development, Footnote.com and BYU• Presented at regional competition for 2011 JCPenney AAF Student Competition (NSAC)• Focused on research-based, strategic solutions using brand models and creative briefs

ActorOct 2007-Present BYU Theatre Dept. Provo, UT• Gained a noticeable stage presence that translates to presentations• Participated in six productions with large roles, including Juliet in Romeo and Juliet

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A Flair for the TheatricSince the age of twelve, I have been an active participant in various plays. I followed this passion into college, pursuing a double major in acting and advertising. I’ve found that the world of theatre mirrors many aspects in the advertising industry, including the need for superior interpersonal communication and the development of creative ideas. Theatre and advertising have the same objective: communicating a message to an audience.

As an actor, presenting is one of my favorite parts of advertising. I love taking strategic, on-target ideas and pitching them in a dynamic way. I feel like my acting background has been an asset in my current advertising pursuits and that it continues to aid me as I progress forward.

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Internship at GSD&M

I worked in the project management department and oversawtheproductiontimelineandworkflowforstate-specificAARPprojects,makingsuretheadvertisementswere properly revised and sent out on time. Communicating between account services, studio and production, I also contributed to accounts for Grand Biloxi Casinos, the Big XII Conference and the U.S. Air Force.

My Contribution

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AARP

Big XII Conference

• Main project manager for state and local advertisements• Outlined deadlines for each day and distributed them to

studio• Communicated between account services, studio, creative

and production about in-process jobs• Managed production under tight turn-arounds and

frequent client requests

• Assigned and reminded creatives about new work orders• Made sure projects met print deadlines• Maintainedbrandconsistencyacrossdifferentexecutions

U.S. Air Force• Helped update project timeline sent out to team• Uploaded recent work to internal server• Supervised work in-studio and met deadlines

Grand Biloxi Casinos• Created work request forms with corresponding deadlines

and distributed them to studio• Organizedandfiledcompletedprojects

Other Duties• Routed proofs between various departments• Sent studio work through proofreading and

checked for consistency before production• Openedworkordersandverifiedteampositions

before entering into the system

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Internship at y&r

I researched and extracted insights for Y&R clients, including Bayer and Butterball as well as new business. From this research,Iidentifiedconsumertrendsandcreateddecks,presenting the information and statistical support in a visually stimulating way. I also participated in creating the template for a company-wide volunteer program.

My Contribution

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Bayer: Mirena

Bayer: Pristiq

• Tracked marketplace buzz around the product• Helped write an express brief for a new creative execution• Attended meetings with the client

• Researched competitive and marketplace analysis• Compiledresearchandcreatedadeckprofilingthe

consumer

Butterball• Contributed to a deck identifying category trends• Pulled out insights and created implications for the brand

New Business• Conducted interviews during qualitative research• Helpeddesignpresentationforcreativebriefing• Created context piece about target market• ResearchedsignificanttrendsthroughMintel,Proquest,

EBSCO, Iconoculture, Simmons and Pew Research Center

Y&R Volunteer Program• Researched relevant programs from similar

businesses and their practices• Participated in organizational decisions

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AAF NSAC - JCPENNEY

I was the Co-President of the AAF student competition for the BYU chapter of AAF. I led the team through secondary and primary research (interviews, ethnographies and friendshipgroups)andcraftedastrategyoffofourinsights. I oversaw creative development and helped write and design the book. In April 2011, I presented our campaign at the Regional competition in Denver.

My Contribution

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The Client

The Problem

jcpenney is a leading member of the department store category. They are headquartered in Plano, TX with over 1,000 stores across the U.S., providing clothes and household items for men, women and children.

jcpenney has become particularly irrelevant to women ages 25-34, appealing instead to an older demographic. The company wants to re-brand itself in the marketplace, appealing to this younger target market.

Research InsightsQuantitative• 170qualifiedsurveyrespondents

Qualitative• 1 ethnography• 4 “friendship groups” with over 20

participants• 14 in-depth interviews

• Accomplishment:thesewomenderiveconfidencefromtheclothng they wear, helping them achieve more

• Tactical Shoppers: they carefully weigh options in stores and want to make sure they’re buying the smartest option

• Renaissance Women: they are jacks-of-all-trades, invested in a multitudeofactivitiesandneedanequallyflexiblewardrobe

THE MAIN OBJECTIVE: Reposition jcpenney as relevant to women ages 25-34

I take time to really look over products when I shop.

“I refuse to leave the house in sweatpants . . . I feel like it’s asign of respect” Interview with Andrea, 25

1%  

10%  

18%  

48%  

23%  Strongly  disagree  

Disagree  

Neither  A/D  

Agree  

Strongly  agree  

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Strategy and creativeStrategyThese women are modern day renaissance women who love the empowerment they feel when they are thriving in their pursuits. They view shopping as another battle to conquer,andlovetheconfidencetheygainwhentheybuyastylishoutfitforamuchlowerpricethanitsdesignercounterpart.

Articulationjcpenney--Leave a beauty mark on history

Big IdeaYou are the woman the future will revere, jcpenney will give you the tools to write your own story. With the timeless attitude and look of jcpenney, you can conquer like Cleopatra, entice like Aphrodite, rule like Queen Elizabeth I. Embrace yourself and leave your mark.

TRADITIONAL PRINT MEDIA ^

They will follow the theme of the campaign, showing the women’s stories and relating their strengths back to those of the jcpenney consumer.

ONLINE MICRO-CREDIT PARTNERSHIP ^

Gives women a way to accomplish more with a philanthropic bent.

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Campaign

PRESENTATION IN DENVER ^

Me and the rest of the team from BYU in Denver for the Regional Presentation in April 2011.

NEW LOGO ^

Communicates the innate richness of the historic women featured in the campaign by tinting the new jcpenney logo a deep plum color. Also separates jcpenney from the rest of their red-hued competitors (including Macy’s, Target, and Kohl’s).The “.com” drives consumers online to jcp.com.

Three Phase Campaign• PHASE1:Increaseconfidenceinthestore Aquire customers through an improved brand image• PHASE 2: Enhance shopping experience

Increase shopping frequency by improving the shopping environment

• PHASE 3: Inspire and motivateRetain customers by appealing to them on an emotional level

The Campaign BookI helped compile and edit the 32-page book we handed in along with our presentation. The book included excerpts of our research, strategy, creative executions, partnerships and media plan. I also was the main creator of the presentation itself.

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Bona

I was one of the Student Account Managers, supervising the work of the account planning class on the project and making sure the expectations of the client were met. I conducted qualitative, quantitative and secondary research, including a professional survey administered to a purchased list of respodants. I also compiled a comprehensive Research Summary reviewed by the client.

My Contribution

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The Client

The Problem

BonaisaSwedishcompanythatspecializesinhardwoodfloorcleaners.Theybeganonthecommercialendbysellingdirectly to contractors and then branched out to consumers. They have develeoped a new, scent and dye free product.

Bona wants to make sure that their new, hypoallergenic product has a clear position in the marketplace and does not cannibalize the consumers from their original product.

Research InsightsQuantitative• 620qualifiedsurveyrespondents

Qualitative• 6 ethnographies• 5 “friendship groups” with over 20

participants

• Effectiveness:consumersvalueeffectivenessoveranyotherquality, including environmentally-friendliness

• ReflectionofSelf:consumersfeellikethecondition of their hardwoodfloorreflectsontotheirselfworth

• Word of Mouth: personal recommendations were trusted as the most reliable channel of communication

THEMAINOBJECTIVE:DifferentiatetheoriginalBonafromBona“Free&Simple”

Myfloorsareruined!Ihatemylife!

Where do you turn for information?

Percent of respondents who use the source^Acartoonbubblefilledoutbyafocusgroupparticipant

showinghowfloorseffecttheirselfesteem

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Brand ModelCurrent Position Desired Response“Bona Free & Simple is an unknown green product extension of the trusted Bona brand”

“Apremiumfloorcleanerthatdoesnotsacrificeeffectivenessfornaturalingredients”

Conceptual Target“The Conscientious House Cleaner”

They are particular about their possessions and take pride in the amenities of their home. Taking care of the “things” in their lives brings themfulfillmentandhappiness.Ifyouarelookingforahard-linegreenconsumer,thisisnotyourperson.Theywanttheproductstheyusetobeasnaturalaspossible—notbecausetheywantthebestfortheenvironment,butbecausesafetyandeffectivenessmatter.

PromiseBona Free & Simple puts everything you need in one convenientbottle,givingyouasuperiorhardwoodfloorcleanerthatreflectsyourbestself.

Core Desire“IwantmyhometobeareflectionofwhoIam”

Theyhaveinvestedinahardwoodfloorandarecautiousaboutusingsomethingwithharshchemicals,dyesorscentsbecauseofthe effecttheymighthaveontheirfloor.Theywantsomethingthatwillpreservetheirfloor’spristineconditionandkeepitlookingbeautiful.They feel like the things they own are an extension of themselves and maintaining their upkeep is a huge part of their self worth. They want to escape into the sanctuary of their homes and stay in control over its maintenance through the products they select.

Role of the brand“Togiveyouaneffectivefloorcleanerthatiseverybitascarefulasyouare.”

Compelling Truth“BonaFree&Simpleisanaturalhardwoodfloorcleanerthatcomesfromalineofcontractor-recommendedproducts,buttakestheeffectiveoriginalproductonestepfurtherwithnodyesorallergens.Itanticipatesyourfloorcareanxietiesbeforeyouareawareofthem by delivering on every possible cause for concern.”

Selling IdeaRespectyourfloorwithaproductthatdoesnotcompromise.

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Promise

Creative Execution

TRADITIONAL PRINT MEDIA ^

Compares the product to a spa, illustrating the idea that theconsumershouldgiveherfloorthesametreatmentshe gives herself by using a more natural cleaner.

IN-STORE DEMONSTRATION ^

Engages the target market with spa treatment, equating thiswiththewayBonaFree&Simpletreatstheirfloor,prompting word of mouth communication which will eventually lead to personal recommendations.

THEBIGIDEA:Treatyourfloorlikeyouwouldyourbody.AKA:“TheFloorSpa”

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BYU Wellness ProgRam

My ContributionIfilmedanethnography,helpedmediateafriendshipgroup and ran statistics on the survey data. I was also heavilyinvolvedincompilingtheinsightsbasedofftheresearchandpresentedourfindingstoVicePresidentsfor the University.

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The Client

The Problem

The Wellness Program seeks to encourage healthy living habits in students at Brigham Young University.

BYU had just gotten rid of its wellness requirement for undergraduates. Worried that students would no longer be motivated to pursue a balanced lifestyle, they wanted to see what the students thought about wellness in general and what it could do to encourage them to seek out physical activity.

Research insightsQuantitative• 3,000 distributed online surveys• 810 surveys completed

Qualitative• 17 ethnographies• 17 “friendship groups” with over 60

participants

• Lack of awareness: most students don’t know about many of the exercise opportunities for wellness on campus

• Lackluster facilities: what students do know, they don’t like. However, they also do not look outside of campus for other options.

• Current motivations are not enough: 29% of students donotworkoutonoroffcampus.

THE MAIN OBJECTIVE: Make good health a priority for students

SolutionExpandthevisionofwellnesstomorethanagymclass.ShowcasetheoptionsofferedbyUtah’sgeography.Resonate with students’ sense of achievement by connecting with them on an emotional level, making wellness a personal responsibility.

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Creative BriefAdvertising Objective

The TargetEngage students in the BYU Wellness program, prompting a more balanced lifestyle that will carry on past their college education

BYU students between the ages of 18 and 24 in their undergraduate education. Relationship status varies and should not be a factor in determining their interaction with wellness. These students put their education as a top priority and often will have a narrow focus in regards to health and will only work to improve one aspect of their overall wellness. • Freshmen with no perception of wellness at BYU. They are engulfed by campus life and wellness gets lost in the mixed

messages of socialization and studies. With no set attitude, however, they are more accepting of change.• The misguided student who believes they are doing well, but are actually only addressing one section of the holistic

approach.Satisfiedwiththeircurrentefforts,theydonotlookformoreandneedaradicalchangeofperception.• The temporally minded student who recognizes that they are unbalanced, but are more focused on their short-term needs.

They approach their life in stages and push their wellness goals into some undetermined point in the future.

Insight“Iliketoseeresultsfrommyeffortsandwantaprogramthathelpsmefeelaccomplished,makingwellnessseemwithinmygrasp.”

PromiseBYUWellnessfillsinthegaps,surfacingUniversityresourcessowellnessbecomesachievableandencouraginghabitsthatextendthroughout the students’ lives.

Support• An accessible website that organizes resources• Responsive administration that listens to student

concerns• Holistic approach to wellness that addresses unmet

needs

ToneEmpowering, Straightforward, Inviting

Assignment• Experiential event for Launch• Website with intuitive interface

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Creative Execution

< ONLINE MEDIA

The new Student Wellness website clearly divides the eight categories, giving students an easily navigable portal to start their journey towards better wellness. When clicked on, each category has a separate page with applicable calendar events and links to other resources.

EXPERIENTIAL MEDIA ^

The unexpectedness of the ferris wheel brought awareness needed to the new Student Wellness Program, as well as reinforced the holistic aspect of the categories with the idea of becoming “well-rounded.”

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I led a team of planners, art directors and copywriters in creating a brand-wide campaign for Nature Valley. I oversawprimaryresearchthatidentifiedanew,viablemarket of consumers and acted as project manager for the creative team as they built storyboards and mock-ups. I was part of the team that pitched our campagin to representatives from Nature Valley and McCann Erickson.

My Contribution

Nature Valley

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The Client

The Problem

NatureValleyisthegranolabarmarketleader,creatingthecategoryitselfwiththefirstgranolabarin1975.Thebrandusesa natural platform and features nature in many of its current advertisements.

Nature Valley wanted to create a new, brand-wide campaign that still stayed true to the current strategy of embracing nature, as well as maintained present partnerships. We found, however, that Nature Valley’s main problem stemmed from a disconnect between a viable snacking market and the way they are perceived as an outdoorsy health bar.

Primary ResearchQuestions

1. What kind of snacker is the consumer?

2. What healthy snacks do consumers prefer? Why?

3. How does the consumer definea“snack”?

THE MAIN OBJECTIVE: Expand Nature Valley’s position to appeal to more consumers.

Non-Disclosure AgreementThis project was done in coordination with McCann Erickson (Nature Valley’s AOR). Because the strategy and creative executions are currently being reviewed by both the client and the agency, I am under contractual agreement not to share any further work we did on the project. In response to my team’s presentation, however, the client said that we had the best research of the other capstone teams and that we most accurately captured the consumer’s voice.

Research Method

1. 10 In-Depth Interviews• 30-45 min each

2. Survey Booth• 159 responses

3. Quick Online Survey• 178 responses

^ A photograph of our survey booth at local grocery stores, where members of the target explained which healthy snacks they enjoyed and why.

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I co-led a project between the AdLab and the Public Relations Lab at BYU. I organized both quantitative and qualitative research for a local development company (Anderson Development) as they looked at how to brand their new, multi-use master-planned community in Vineyard, UT. I presented our research-based strategy to the CEO and VPs of the company.

My Contribution

Anderson Development

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Media Plan (Nooka)For a media planning class, I helped create this $20 million 12 month plan for Nooka watches, using almost entirely non-traditional media.

Contact: christie.e.clark@gmail.com