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E | MPortfolio of Erica MooreAccount Manager

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Table of ContentsResume 5

HONDA One Sheet 6

Honda Newspaper Ad 10

RPA Midway Review 12

Sol La La Launch 14

Freshly Picked Launch 20

Hawken Energy Launch 24

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Hello, I’m Erica. Also known as Peaches, Miss Picky, Bossy Pants, President, Two Ton, Drama Queen or One Date Erica. I have acquired many nicknames in my life, each one with a story. I’ll explain two:

When I was 7 years old I adamantly told my mother that from that moment on I would never eat cheese again. The smell, the texture, the stringiness—I start gag-ging just thinking about it. I peeled the cheese off of every pizza I ate, standing vehemently by my high dietary standards for years. I was dubbed “Miss Picky”.

This pattern of pickiness, or as I like to call it pursuit-of-perfectionism continued and expanded to other aspects of my life as I grew up. I got less picky about my cheeses and increasingly pickier about my… romantic pursuits. Just a few months into my college career my family and friends renamed me “One Date Erica”— setting new records among roommates for number of first dates in one semester—something with my refusal to allow anything to progress to date #2. Why should I settle for anything less than perfection? I have my sights set high and refuse to settle.

Just like my dating life, I seek perfection in my work. Nothing goes unnoticed. Even though I am still in my pursuit of perfection, I think you’ve found your perfect account manager.

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E | M Erica MooreACCOUNT MANAGEMENT

Professional Profile

Soon-to-be graduate with experience in an advertising agency as well as marketing departments. Proven skills in client communication, project management, research and marketing. Diversified experience with large clients in all aspects of advertising (print, radio, TV, social, direct mail, POP)

Experience

MARKETING INTERN / CENTRAL LOGICOctober 2015 - June 2016

Assisted marketing department in a growing medical software company based in West Jordan, Utah. Completed projects in preparation for annual industry summit hosted by Central Logic. Ongoing projects included: - Social media management: initiated regular posting to LinkedIn, Twitter and Facebook. - Direct mail: email and print. Facilitated weekly emails and direct mailings to potential summit attendees. - Analyzed and reccomended which industry trade shows would be most valuable to attend (networking) - Developed competitive matrix for company-wide usage. Researched competition and rated threat levels on all aspects of competitors business.

SENIOR ACCOUNT LEAD / BRIGHAM YOUNG UNIVERSITYJanuary - June 2016

Asked to head up two campaigns in campus ad agency: the BYU Adlab. In charge of client communication, writing the creative brief and leading creative teams to produce on-strategy campaigns. Clients included: - Sol La La: a startup clothing company based in New York. Performed in-depth analysis on target market. Managed the creation of 5 potential campaigns, one of which was chosen for official launch in Summer 2016. - Freshly Picked: a high-end baby moccasin brand. Asked by client to prepare for launch of new line of moccasins for September 2016. Managed creation of 4 campaigns focusing on experiential and social.

ACCOUNT MANAGEMENT INTERN / RPA May - August 2016

Supported the Honda Regional Marketing team, focusing on traditional media (print, radio and TV), for all sales-oriented promotions of Honda Advertising. Worked with client, production, creatives and project managers. Experience with budgets, long-term planning and large sales events (Summer Sales Event, Happy Honda Days) - Managed two newspaper ads for new Honda dealerships built in Mississippi and Arizona. - Assisted incentivized tagging process for TV & Radio during Summer Sales Event, Sept/Oct product window. - Organized production of informative materials for Honda Dealer President Annual Conference. - Helped in development of POP materials for dealerships in preparation for Sept/Oct product window.

TEACHING ASSISTANT / BRIGHAM YOUNG UNIVERSITYJanuary - April 2016

Aided professor in teaching, grading and academic research related to an Advertising Research class. Tutored students with questions on material and aided teacher in grading of oral exams as well as written assignments. Assisted in the following client-based research projects: -Created, distributed and analyzed national surveys for Stance Socks and Skullcandy Headphones. -Performed primary and secondary research for start-up clothing company, Sol La La clothing.

Education

B.A. COMMUNICATIONSBrigham Young University

Expected Graduation: December 2016

Emphasis: Advertising, Account Management Minor: Spanish

Major GPA: 3.84 / Cumulative GPA: 3.7

720.383.1860

ericamoore93@gmail.com

Provo, UT

SkillsAdobe Illustrator

Photoshop InDesign

Microsoft Office SuiteFluent in Spanish

Research (SPSS + Qualtrics)

PHOTOGRAPHY & GRAPHIC DESIGN

Wedding, portrait & lifestyle photography. Website & print invitation design.

VOLUNTEER REPRESENTATIVEProselyting missionary in Guatemala providing community service 10-12

hours/day for 18 months. Major accomplishments include:

becoming bilingual, learning to kill a chicken & not dying of Dengue Fever.

Extracurricular

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HONDA One-Sheet

I was asked to gather all information on current product work available to Honda dealers for the Sept/Oct product window in order to create a handout for an upcoming conference. I then created a Project Initiation Form (PIF) which detailed all aspects of the project. I took this to a creative and he created the pamphlet seen on the next page. Later, it was printed and distributed at the conference.

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Project Initiation

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Project: 2016 DAA Conference One-Sheet - PRINT Date: 6/17/16 Client: Honda Regional Marketing Job Number: HRMCARA70566 Acct Lead: Rachel Singer Acct Supervising Team: B. Bender, F. McCaffery, S. Haman

Marketing objective(s): Primary: Communicate to Honda Dealer Presidents that RPA supplies abundant content to support sales efforts in Honda dealerships. Brief Description: Create a single-sheet, printed take-away for Honda Dealer Presidents showcasing all the assets provided by RPA for MY17. Mandatories:

• Use similar stock/look and feel of take away from Honda Digital Marketing team. • Include all assets as detailed in the copy deck.

o Organization of assets can be modified o Clearly specify between General Market and Multi-Cultural assets

Deliverables:

o One printed document (no size specifications; preferably not 8 ½ x 11)

Timing:

• Creative Brief: 6/17 • Internal review: 6/22 • Client review: 6/24 • Client Approved Mechanical: 7/6 • Print: 7/12

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PRODUCT WORKASSETS

Available for MY17(Sales Events not included)

General MarketTV/Digital Video

:30, :22/:08, :15, :07/:08• Accord (Lease-taggable)• Civic (Lease-taggable)• CR-V 2WD/AWD (Lease-taggable)

○ “Snow” spot available for AWD• Fit (Lease-taggable)• HR-V 2WD/AWD (Lease-taggable)

○ “Snow” spot available for AWD• Odyssey (Lease-taggable)• Pilot 2WD/AWD (Lease-taggable)• Ridgeline 2WD/AWD (Lease-taggable)

○ “Snow” spot available for AWD

Radio• Accord, Civic, Fit & Ridgeline

○ :55/:05, :50/:10, :25/:05, :20/:10, :15• Odyssey & Pilot

○ :55/:05, :50/:10, :25/:05, :20/:10• CR-V

○ :55/:05, :50/:10, :30, :25/:05, :20/:10, :15• HCPV

○ :60, :55/:05, :30, :25/:05, :15

POP• Kits delivered in September, January & May

Digital• Online Video

○ Demo Video• 2016 CR-V, HR-V

○ Demo & Conquesting Video• 2016 Accord, Civic, Pilot• 2017 Ridgeline

• Animated Banners ○ All Models & Multi-Vehicle (Customizable, 4 standard sizes available)

• Static Banners ○ All Models & Multi-Vehicle (Customizable, & Non-Customizable, 50+ sizes available)

• Dealer Website Promotions ○ All Models except Fit (5 sizes available)

Social• AdBuilder Social Kits available with Facebook and Twitter copy & images (for Sales Events and Experiential Events)

MulticulturalHispanic

TV/Video:30, :22/:08, :15, :07/:08

• Accord (Lease-taggable)• Civic Sedan (Lease-taggable)• Civic Coupe (Lease-taggable)• CR-V 2WD/AWD (Lease-taggable)• Pilot (Dealer taggable)• Ridgeline (Dealer taggable)• Multi-vehicle: CR-V, HR-V and Fit (Lease-taggable)

Radio:60, :55/:05, :30, :25/:05

• Accord, Civic, CR-V, Pilot

Digital • Animated Banners

○ Accord, Civic, CR-V, HR-V, Pilot, Ridgeline (Customizable & Non-Customizable)

• Static Banners ○ Accord, Civic, CR-V, HR-V, Pilot, Ridgeline (Non-Customizable)

African American

TV/Video:30, :22/:08, :15

• CR-V, Civic 5-Door

Digital• Animated Banners

○ CR-V, Civic 5-Door

Chinese

Digital• Animated Banners

○ Chinese New Year (in-language)

All assests available under “Asset Type” on AdBuilder: ahmadbuilder.com

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Honda Newspaper Ad

I was entirely in charge of managing the creation of this New Facility newspaper ad for a new Honda dealership in Southern Mississippi. I had to reach out to the Regional Account Director and the Dealer President of this Honda dealership to get information on his preferred publisher and images for the ad. I then had to reach out to our Art Production team, Media Buying team and Project Management team to coordinate this ad being produced. I had to communicate every decision made back to the client.

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RPA (Honda) Midway Review

This is my formal midway review from my internship on the Honda Regional Account team at RPA, detailing my progress and opportunities for growth. It was conducted by my supervisor and also signed by the Account Director. I then included my review of my experience so far at this agency.

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Sol La La Campaign

After 3 months of primary and secondary research as part of an advertising research methods course, I was asked to lead five creative teams to create a 360 degree launch campaign for a New York-based sun-protective clothing brand. Many aspects of each campaign were utilized in the June 2016 launch: “step into the sun” tagline, #solsisters hastag, website design, blog & content ideas, etc. This helped the new brand to achieve impressive success in their first year as a start-up.

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Sol La La Creative Brief BYU Adlab February 2016

Advertising Objective: How can Sol La La stand out among the already existing UPF clothing brands? The objective is to give the product a voice that the target market will identify with to prepare for the launch of the ecommerce site on June 21st! Target: Caucasian women 45+ with an average annual household income of $75,000 +. These sophisticated women are dashing off to their morning Pilates class on their moped, taking a beautiful lakeside stroll, carrying groceries home from the market on the handles of her beach cruiser, putting their toddler in the back seat and driving them to nursery school in the morning, watching a 4th of July parade with grandchildren, enjoying a glass of wine on the sailboat with friends, walking their dog along the beach, picnicking with friends at the park. They don’t want to sacrifice fashion in order to cover up their skin from the sun's harmful rays. They enjoy their classy lifestyle and refuse to let harmful UV rays get in the way of their fun-loving daily activities no matter where they dare to go that day. Their sun protection fits their style and further, their sophisticated lifestyle. Insight: Women know they should protect themselves from the sun, but doing so is not a part of their active lifestyle. Promise: For women who are embracing this phase of life Sol La La is a fashionable solution that prepares them for everyday adventures. Tone: · Sophisticated · Organic · Simple · Approachable, relatable & trusted Assignment: Create a voice for Sol La La by creating a unified campaign with minimal budget mainly focused around social media. It should cross over multiple platforms and interactively introduce people to Sol La La.

● Tagline ● Social Media ● Online content for website

○ Video ○ Digital print ads ○ Remember this is for the launch of their ecommerce site.

● Small-scale event-type advertising ● Lookbook (colors, themes, fonts) ● No budget for print ads, TV commercials or radio spots.

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BYU Adlab Work

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Sol La La Produced Work (June 2016)

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Freshly Picked Launch Campaign

I was asked to be the Senior Account Manager for the client, Freshly Picked (a high-end baby moccasin brand.) Our task from the client was to prepare for the launch of a new line of moccasins for September 2016, a collab with Lyn-Z Pastrana. I managed the creation of 4 campaigns focusing on experiential and social advertising.

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Freshly Picked Creative Brief BYU Adlab May 2016

Brand Background Freshly Picked is a high--end baby moccasin brand. Freshly Picked started back in 2009 on Susan Petersen’s kitchen table. Using her sons foot for the original design, she went on to create a shoe that is functional, adorable, and playful. Freshly Picked has become a brand that captures the universal experience of being a mother, no matter the parenting style. Advertising Objective In an effort to expand their consumer base, Freshly Picked has collaborated with Lyn-Z Pastrana to launch a new line of Freshly Picked baby moccasins. Target Audience Rad Parents Parents age 25-35 with a combined annual household income of $100,000+, with a heavy focus on women and mothers. Parenthood has been their biggest adventure yet, and they see their children as bundles of chaos like themselves. They are involved with things that get their heart racing and approach parenthood with the same vigor and passion. Rad parents bring their family together by supporting passions, playing hard, and laughing together. Insight My children are a reflection of my passions, style and individual parenting philosophy. Promise Freshly Picked Lyn-Z Pastrana line celebrates my passionate, eccentric life with my kids. Tone Casual, Unique, Heartfelt & Spunky Call to Action To have Rad Parents visit the Freshly Picked online landing page and purchase Lyn-Z limited edition baby moccasins. Deliverables

● Event (including appearance from Lyn-Z Pastrana) ● Social Media

○ Video & Photo content for social media accounts (IG, FB, Twitter, Pinterest) & YouTube/Hulu prerolls

● Landing page

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Freshly Picked Produced Work (September 2016)

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Hawken Energy Launch Campaign

I formed part of an account management team for a project with the Michigan-based outdoor wood-burning furnace com- pany, Hawken Energy. We skyped with the client in November 2015 and went over the RFP before creating a creative brief and pitching it to the creative teams. We worked together to create an on-strategy campaign which we then presented to the client in December 2015. I was in charge of forming the insight and promise and communicating with the creatives to ensure they were staying on strategy.

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Hawken Energy Creative Brief

Advertising Objective: To the consumer, Hawken Energy is just another FurnACE in the crowd. The objective is to change that perception by raising brand awareness and connecting the brand personality to the lifestyle of the target audience.

Target: “The Free Independent”Man is meant to be free, and with that freedom comes a sense of independence. These inde-pendents, ages 30-55, aim to find solutions that will benefit them in the long term. At the end of the day, a “job well done” is kicking their shoes off and relaxing in the comfort of their home that is heated by hard-work, sweat that freezes, and good-ole-fashioned man power. With a do-it-yourself attitude, these self-reliant men are confident that they can provide for their family the warmth they deserve, but in a cost-efficient way. They are free from high energy bills, free from the stress of an empty propane tank and most importantly, free to be where they love to be...HOME.

Insight: I need liberation from “The Man”-- I need a heating solution as independent and reliable as I am so I can get the job done my way.

Promise: Hawken Energy provides a durable, no-fuss heating solution that will work even harder than you do to keep your family warm.

Support: +Burns less wood (This patent-pending design burns 40% less wood than traditional furnaces) + Cost efficient (less expensive than propane tank refills) + Great customer service options + Environment friendly + Supports your local community

Tone: Proud, Reliable & Knowledgeable

Assignment: Create a unified campaign with minimal budget mainly focused around social media. It should cross over multiple platforms and interactively introduce people to Hawken. +Video +Promotional events +Social Media +Print Campaign/ one page

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100 miles out, 100 miles ahead.

An event that allows Hawken furnace users to show of how they live 100 miles out, 100 miles ahead in a Hawken Energy Tour of Homes. Neighbors and visi-tors would get a glimpse into this little-known lifestyle, enabled by a Hawken furnace.

Video content showcasing the elegant and elevated lifestyle lived by those who live “off the grid”, enabled by their Hawken Furnace.

An instagram account enables those that don’t live off the grid to get to know the luxu-rious lifestyle of those that live away from the city thanks to their Hawken Furnace.

Our Work