Download - Chad Soesbe Portfolio

Chad Soesbe

Demographics: Age: 11 to 17 Sex: Male Marital Status: Single Education: Jr. High and High school Home: Lives with parents

Psychographics: Need to fit in and/or be accepted by peers Dependant on family Outgoing Need for adventure/likes to try new things Need to stand out Future success matters in their life/wants to go to college

Mentalities: Loves being active Thrives on the rush of adrenaline Wants to be like the older kids Loves family Loves being adventurous and risk taking Takes pride and care of belongings

Project Overview: To take a successful brand and reposition it to a new demographic by creating a sub brand LL and promotional tour, The LL Bean Racing Series, using recognizable action sport athletes. Implementing stops in five major urban cities: Seattle, Portland, San Francisco, San Diego, and Las Vegas.

Key Fact: Although LL Bean is a key competitor in the outdoor market, they have been unsuccessful marketing to the 11-17 demographic.

Problem the Campaign Must Solve: The campaign must present the new sub brand LL, as a cool, young and exciting outdoor brand designed for the 11-17 oriented market.

Company Description: LL Bean is an outdoor clothing and supply company dedicated to quality, customer satisfaction an over all excellence. Specializing in online and catalog sales.

Promise: LL Bean promises to uphold their commitment to quality while expanding style and innovation while introducing the new brand with designs called LL.

Competition: R.E.I. Columbia Cabela’s Marmot North Face Patagonia

Deliverables: Deliverables using recognizable extreme athletes throughout the tour will engage the demographic on a personal level, giving them an opportunity to watch their favorite athlete participate in a new sport, Urban BMX.

Print Ad: Placement in Transworld magazines, ads will reach over 2,000,000 new customers a month.

Billboards, Train and Truck Ads: Billboards will be placed at upcoming tour stops to inform the local market.

Catalog: The LL Bean catalog will serve as the first point of contact introducing the action sport athletes and the tour.

TV Spot: The TV spot will run during other extreme sports programming to introduce LL Bean to the new demographic.

Web Banners: Introduce and create awareness for promotional tour; also to direct demographic to LL Bean website.

LL Bean

LL Bean Racing Series

City Train [MAX]

Cargo Truck

Courtesy Car [Subaru]

Outdoor Billboard

Environmental [City Bus Stop]

National Print Ad

Web Banner [actual pixels: 600 x 150]

Web Banner [actual pixels: 250 x 522]

Catalog (back cover) Catalog (front cover) Catalog (spread)

The commercial is one continuous graphic of the logo being put together, using the racing colors and then fading into the standard black with red logo.

Dynamic, fast and vague, leaving the customer curious and wanting to explore the website for answers.

PO Box 34829 Los Angeles, CA

CUST # 3054591

SOURCE 52521

***********************************AUTO**5-DIGIT 97209CHAD SOESBE1230 NW 12TH AVE APT 430PORTLAND, OR 97209-3547

0001

P025

POSTAGE

30 second commercial: opens with music (Black Flag)

Bars Begin to Fall | 5 sec. 5 sec. 5 sec. Logo | 5 sec. Red & Photo FADE to black bars Logo 5 second FADE OUT

Regular Fit70% Acrylic / 30% Wool5 gaugeGarmet Wash

“A cloak of magical powers.”This year LL Bean Racing focused on creating a cohesive collection that combines fits, colors, materials and personality into one unique offering.

Project Overview: A guerilla campaign to create brand awareness, while attracting new membership by conveying a non-threatening/welcoming environment for the consumer

Key Fact: Portland Rock Gym is an alternative, fun way to work out.

Problem the Campaign Must Solve: The campaign will attract new prospective members by showing how playful and welcoming the gym is by showing people that rock climbing is a fun alternative to a traditional workout.

Company Description An indoor rock climbing gym that offers private instruction, group and corporate events, as well as other creatively themed nights.

Promise: Portland Rock Gym promises to offer more adventure and excitement than a traditional gym workout without the intimidation of more experienced rock climbers.

Competition: 24-Hour Fitness LA Fitness Bally’s

Demographics: Age: 24 to 32 Sex: Male and Female Marital Status: Married or dating Education: Currently in college or a college graduate Home: Renters or first-time home buyers

Psychographics: Need to do their own thing/be individuals Dependant on family and friends Outgoing and social Need for adventure or to try new things Non-traditional Career and goal oriented

Mentalities: Loves being active Thrives on being a part of the community Conscious of the environment Loves family and dog Loves being adventurous Works hard Takes care of body, physically and mentally

Deliverables: Having “Portland Rock Jim” running through public places with a gaggle of followers trying to catch and climb him to show potential members the fun and welcoming side to the gym.

Portland Rock Jim - represents the common gym going person, not the hardcore gym rat but definitely into staying fit and having fun while working out. He wears a simple backpack-type outfit with rock climbing holds attached and encourages people to follow him to the Portland Rock Gym.

Gaggle of followers - differently dressed members of the public following and chasing Portland Rock Jim.

Portland Rock Gym

Portland Rock Gym

Project Overview: To attract the perspective demographic to test, learn and use the service.

Key Fact: Pandora.com allows the user to input current favorites to ultimately expand their musical interests.

Problem the Campaign Must Solve: The customer must become that they can discover new music in genres they like on Pandora’s virtual radio station.

Company Description: Pandora is a music discovery service designed to help one enjoy music they already know, and to help them discover new music to enjoy and love.

Promise: Pandora promises to tailor the client’s play lists to their types of music and provide them with similar selections of music, as well as introduce the listener to new music within the genres they already enjoy.

Competition: iTunes Traditional radio Internet radio CD’s

Demographics: Age: 24 to 35 Sex: Male and Female Marital Status: Married or dating Education: College graduate Home: Upscale apartment, condo, or small starter home

Psychographics: Need to be on top of current trends and new technology self-reliant Liberal Need for adventure and new things or change Non-traditional Career oriented

Mentalities: Loves being trendy Thrives on helping the community Wants to be sustainable and “green” Loves my independence Loves being exploratory and adventurous Works hard and takes care of belongings

Deliverables: Placing the cubicle in a high-traffic area that the demographic frequents, to ensure use of service.

Cubicle: With appealing graphics and free Internet for users, the cubicle will turn new users into listeners.

Promotional Items: Ear buds: ties directly into listening to the service Mouse pad: is a constant reminder of Pandora.com while at computer

Pandora.com

Pandora.com

Cubicle

EarbudsCubicle Configurations Mouse Pad

Project Overview: Approaching the current and prospective demographic with a new and fresh brand identity to generate awareness and revenue for this organization.

Key Fact: The oregon Alliance for Arts Education (oAAE) is an organization that supports and promotes arts education in schools and in the community.

Problem the Advertisement Must Solve: To bring art back into the classroom

Company Description: The oAAE is a non-profit organization that is directly affiliated with the John F. Kennedy Center for the Performing Arts, which provides a liaison between national and statewide agencies and all private and public art organizations.

Promise: oAAE promises to keep art as part of the student curriculum.

Competition: Local charities

Demographics: Age: 34 to 48 Sex: Male and Female Marital Status: Married Education: College or other higher education Home: Affluent

Psychographics: Need or desire to give back to the community Has many people depending on them Politically active Socially responsible Traditional and reserved Career oriented or retired

Mentalities: Loves being proactive Thrives on helping and giving back to the community Wants to help the environment Loves family Loves being able to give to others Works hard

Deliverables: By updating the press kit for an already successful charity, this just adds to the ability they have to generate donations. With art programs being cut because budget shortfalls, their mission and fund raising are more important than ever.

Press Kit: Letterhead Business Card Mailing Envelope Mailer: For perspective donors Newsletter: To teachers and educators to keep them up-to-date on activities sponsored by OAAE. Brochure: General information about oAAE’s mission to keep/promote art in schools Media List PR Plan Press Release

Oregon Alliance for Arts Education

Oregon Alliance for Arts Education

Direct MailerIdentity [Business Card & Envelopes] Brochure

Newsletter

Project Overview: By using the color of the product, it enables the consumers to be curious of the project and its “green” qualities, while playing on the current trend of sustainability and the “go green” concept.

Key Fact: Clear Creek only uses local homegrown products.

Problem the Campaign Must Solve: Make the demographic aware that there is a new and exciting product on the market.

Company Description: Clear Creek has succeeded in making world-class spirits for over twenty years. They use traditional methods using fruit grown in their own orchards.

Promise: To deliver a unique and distinctive quality of spirits

Competition: Patron Grey Goose Absinth Makers Mark

Demographics: Age: 25 to 34 Sex: Male and female Marital Status: Married Education: College Home: Fashionable and expensive

Psychographics: Need to stand out and impress Conservative with a need for fulfillment Traditional Career oriented

Mentalities: Loves to try new or exclusive things Thrives on being active in the community Wants to help the environment Loves my family Loves being outdoors Works hard Takes care and values belongings

Deliverables: By using the recycle logo and the tag line “Go Green,” we are playing on the global trend to label every product green. This product is actually green and trying it is what is being suggested. With no universal symbol for Sustainability yet, the recycle symbol in the mind of the public represents efforts and attempts at going green or being sustainable.

Print Ad: Placed in high-end spirits magazines such as Wine spectator and Imbide, this will speak to the demographic that educates its self about the new and exciting spirits being offered.

Web Banners: Placed on spirit web sites as well as social sites to appeal to the demographic that is always trying new things.

Bar Coaster: This will talk directly to the demographic while ordering and drinking at the bar, with the unique color of the product and the interest in the “go green” concept, the consumer will be intrigued.

Clear Creek Distillery

Clear Creek Distillery

Introducing the perfect tree spirit. An Eau De Vie of Doug Fir, made from spring buds of the Douglas Fir Tree, using no arti� cial colors or � avors.Now that’s Going Green.

clearcreekdistillery.com

Print Ad Beverage Coaster Web Banners











Project Overview: Introduce two new bottles of wine from J. Marie Vineyards, using a trendy wine shop on a First Thursday (a Portland tradition).

Key Fact: J. Marie is an award-winning vineyard while maintaining a moderate price point.

Problem the Campaign Must Solve: Create an event to introduce two new wines for the moderately priced J. Marie vineyards while attracting new and younger demographic, while not alienating the current demographic.

Company Description:

J. Marie is a vineyard that has been successful within just a few years after opening its doors. With a commitment to quality control and innovation, J. Marie has been able to produce award-winning wines while making it available to new and old wine drinkers alike.

Promise: J. Marie promises to continue to push the envelope while keeping their wine affordable for all to enjoy.

Competition: sokol Blosser Argyle Alice White Ravens Wood Four Graces Red Bicylette

Demographics: Age: 32 to 39 Sex: Male and female Marital Status: Married and single Education: College Home: Moderate house

Psychographics: Need to find a bargain Dependant on self outgoing/Likes change Career oriented

Mentalities: Loves to try new things Thrives on being active in the arts community Wants to help the environment Loves family and friends Loves being outdoors Works and plays hard

Deliverables: Hosting an event at a well-known downtown wine shop shows the younger demographic this brand in committed to constantly finding new drinkers, all while saying to its existing customers that they are also serious about surrounding itself with well-educated wine drinkers.

Invitations: Bulk mailers to existing mailing list collected voluntarily at vineyard as well as zip codes in downtown neighborhoods

Web Banners: Placed at local event sites, local social networks and local art sites

Posters: Placed in Downtown areas to appeal to the younger demographic

J. Marie

J. Marie Vineyards

Web Banners Wine Tasting Invite Poster

We are very proud to bring you our 2005 Zinfindel Tyler Edition

and 2000 Chardonnay Special Reserve

We are very proud to bring you our 2000 Chardonnay Special Reserve

and 2005 Zinfindel Tyler Edition

Cor

k •

A B

ottle

Shop

is p

roud

to

pres

ent

J.Mar

ie’s

2nd

ann

ual w

ine

tast

ing

even

t.

Chad Soesbe723 S. Vineyard RdPortland, OR 97282

a FIRST THURSDAY EVENT

Cork • A Bottle Shop is proud to present J.Marie’s 2nd annual wine tasting event.

• Cork - 1715 NW Lovejoy

• June 4th 2009

• 6 to 9

• FREE

VenueDateTime

Door


Cork • A Bottle Shop

is proud to present J.Marie’s 2nd annual wine tasting event.

• Cork - 1715 NW Lovejoy

• June 4th 2009

• 6 to 9

• FREE

VenueDateTime

Door


Project Overview: To make the brand, sPECIALDELuXE, an active component of the consumers’ lifestyle and to drive internet traffic to the store to make purchases and experience the brand firsthand.

Key Fact: To successfully link the Internet and the store location, sPECIALDELuXE, this allows for exclusive access to store activity and projects based on Internet visits.

Problem the Campaign Must Solve: Create longevity for the brand through a strom web presence and consistant branding in the retail enviroment.

Company Description: The SPECIALDELUXE brand is a lifestyle brand touching on all aspects of design with emphasis on clothing, design & events.

Promise: To deliver unique and innovative styles in a cluttered street-wear market by creating limited amounts of product so that it holds value for the customer as well as creating a location for all things SPECIALDELUXE.

Competition: Bape Huf BBC TheHundreds

Demographics: Age: 18 to 24 Sex: Male and Female Marital Status: Single Education: High school and college Home: Apartment

Psychographics: Need to be and individual with personal style Dependant on self Trendsetter A need to be different Non-traditional/tries new things and trends All about the here and now

Mentalities: Loves being active Thrives on the unknown Concerned and aware of the environment and surroundings Love my crew Takes care of my clothes

Deliverables: special Deluxe is a two-part project with an online blog style website and a physical location that will serve as a hub for innovation and design.

Website: The blog style magazine is a one stop for all things street wear, subculture design and art.

Store Front: The store will be consistant in temrs of marketing and branding the SPECIALDELUXE logo and lifestyle to match the website. The Store will not only serve as an outlet for SPECIALDELUXE clothing and products but also will serve as a venue for all things art and design with roots and inspiration stemming from the street wear subculture.

SPECIALDELUXE

SPECIALDELUXE

WebsiteLogo Design

SPECIALDELUXE

store Front/Layout

ENTRANCE SHOE DISPLAY

FRONT COUNTER

FLOOR PLAN

CLoTHING DIsPLAy

Download - Chad Soesbe Portfolio

Top Related