hayley maxwellAccount ManagerCreative Strategist

hm

Let me introduce myself.

I just might be the busiest person on the planet

but for good reason, I think.I simply cannot get enough of the world around me.

School?I love it. So much in fact I couldn’t pick just one major or minor, so I have two of both. Not because I don’t have a life outside of school, but because if someone is going to hand me an incredible opportunity...I am going to seize that opportunity.

Travel?Yes, please. I collect cultures. Offer me a trip and I’m going to take it. From studying abroad in Europe, traveling through Brazil with my soccer team, and volunteering in orphanages in Thailand, I love to see the world. Etc?

Knitting, cooking, reading, shopping. And I’m not going to lie, I absolutely have to find time for reality television and gossip magazines.

WHAT IT ALL MEANS IS this:I may keep busy, but that means I have to be a rock star when it comes to efficiency and time-management. I set goals and I achieve them through hard work and dedication. I am curious about the world and want to learn as much as I can about everything. I collect experiences, cultures, hobbies, and knowledge. I am excited about life and I am excited about my future. I’ve worked hard for it and I have big hopes for what comes next.

A little bit more about me.

Creative

The following briefs were developed from studying Harvard Business School Cases.

Creative BriefThe CW

Key FactThe CW was created through the merger of CBS Corp.’s UPN and Time Warner’s The WB in 2006. At the time of the merger, both The WB and UPN were struggling to find success; the idea to merge the two networks allowed for the renewal of both networks’ original vision to build a fifth network that could compete with ABC, CBS, NBC, and Fox. All of The CW’s shows would be owned equally by CBS Corp. and Time Warner. This partnership was the first of its kind in network television.

The Problem to be SolvedMake consumers aware of the new network. 67 percent of UPN viewers would now find their shows on The WB’s former channel, 27 percent of The WB viewers would need to surf to UPN’s previous affiliate to find their favorite shows, and in the remaining markets, The CW would be found on a channel on which neither The WB nor UPN had previously run. Furthermore, the personalities of the two brands must be merged into a network that appeals to a wider range of viewers than either UPN or The WB previously had.

Advertising ObjectiveCreate awareness among consumers that UPN and The WB have created a new network, The CW, that refocuses the personalities of the two brands into a network that is fresh, smart, and irreverent.

Key BenefitThe best of two networks has been combined to create a fresh, sophisticated network where consumers can find their favorite shows along with hot new shows that appeal to their interests.

SupportThe WB was a network with a very wholesome image, while UPN had a more urban and somewhat goofy image. The merger of the two networks allows for a rebranding that can appeal to both networks’ audiences and draw in more people by appealing to a wider range of viewers. The two networks carefully selected the programming that would most appeal to The CW’s target audience and kept both networks’ most popular shows in the lineup. The CW’s branding and its “Free to Be” campaign speaks to the target audience and causes people to relate to the brand in a way that generates happy, fun, and positive feelings toward the network.

Key AudiencesViewers in the age range of 18-34. Emphasis on loyal viewers of UPN and The WB to ensure that these audiences are aware of the new network. It will also be important to target viewers in this age range who found little appeal in the former two networks, but may find value in The CW’s fresh new image and lineup.

Competition The Big Four networks, ABC, CBS, NBC, and FOX, as well as Fox’s My Network TV that was launched in response to the launch of the CW. Also, any programming on any channel that is targeted to The CW’s key audience.

Tone of AdvertisingFresh, clean, fun, and irreverent.

Creative BriefBurberry

Key FactBurberry is a brand that has established itself over the past 150 years as a line of classic and functional apparel. In the mid-90s, the brand faced challenges as it came to the realization that it must reposition itself in order to move away from the dull, conservative image that lent it to an older consumer base.

The Problem to be SolvedBurberry’s core consumer base tends to be older individuals. Burberry needs to draw in a larger range of consumers in order to ensure its continued success in the future. Thus, the brand needs to be repositioned in order to interest younger audiences, while still maintaining enough of its classic appeal to retain its current, loyal consumers. To do this, the brand needs to be positioned in consumers’ minds as a brand that is both classic and innovative, allowing it to appeal to a broad range of audiences.

Advertising ObjectiveAppeal to younger consumers by showing Burberry as a classic brand with contemporary appeal; thus reinventing Burberry as a brand that is both stylish and innovative, but that will always stay true to its core values.

Key MessageBurberry marries classic with contemporary.

SupportBurberry has been around for over 150 years without ever going out of style, giving it the status of a classic brand. It is also iconic, appearing in classic movies such as Casablanca and Breakfast at Tiffany’s. Burberry designs appear on runways, meaning they are fashionable and innovative, which allows the classic designs to appeal to both younger and older demographics. Its price, where it is sold, and the already established brand image associate Burberry with the luxury market.

Key AudiencesFashion-conscious young adults. It will be important to maintain the brand’s identity among those that are drawn to its classic appeal, as well as draw in new consumers who want a luxury brand that is stylish, innovative, and runway-worthy.

Competition All retailers pose a threat to the brand because today, people shop everywhere. Both high-income and middle-income consumers shop at both discount stores and high-end stores. Department stores, discount stores, and luxury brands all stand as competition to Burberry.

Tone of AdvertisingSophisticated, confident, and energetic. A classic tone blended with the air of a fashionable, high-energy luxury brand.

The following pieces are a brief and two creative executions for BlackBerry smartphones.

The creative executions that stem from this brief create an integrated ambient and online campaign. Billboards hosting electronic BlackBerry screens encourage passers-by to text a message to be displayed on the billboard in real time. These messages can then be found online, with the most “favorited” texts displayed on the site’s homepage. The Web site is reminiscent of popular online forums like “texts from last night” and fmylife.com. This integrated solution allows BlackBerry to interact with its target market, young adults ages 18 to 24, in the places they frequent using the modes of communication they deem most relevant: text messaging and online outlets.

Creative BriefBlackBerry

Key FactBlackBerry emerged as a symbol of the professional businessperson over a decade ago and was the first device to popularize wireless e-mail. BlackBerry has become such an iconic brand that the majority of BlackBerry consumers, including Barack Obama, refer to the device as their “BlackBerry,” rather than their cell phone.

The Problem to be SolvedBlackBerry’s image is largely associated with the business world and it has had trouble reaching new markets. With the emergence of Apple’s iPhone and the popularity of touchscreen phones, BlackBerry is trying to stay relevant, but has trouble doing so as a result of its branding as a phone for business professionals.

Advertising ObjectiveShow consumers that the BlackBerry is not just a phone for businesspeople, but is a multimedia device with style and class that has appeal for younger generations as well.

Key BenefitBlackBerry isn’t all business anymore.

SupportConsumers can not only check their e-mail on a BlackBerry, but can stream music, take videos and pictures, use GPS navigation, access Facebook, play games, download applications and manage calendars, to-do lists and schedules. Multiple styles, like the BlackBerry Curve, Bold, Pearl, and Storm (the first touchscreen BlackBerry) that come in multiple colors make the BlackBerry both stylish and cutting-edge, providing something for everyone. Fashion-forward celebrities, like the Kardashians, use BlackBerry devices.

MediaAmbient and online.

Key AudiencesTraditionally, BlackBerry’s target audiences have been businesses and businesspeople. With the introduction of new devices, BlackBerry is expanding its market in order to target younger, hipper and more tech-savvy consumers, specifically college-aged young adults between the ages of 18 and 24. These consumers are interested in technology, style, music and digital organization.

Competition Cutting-edge mobile phone brands, most specifically Apple’s iPhone, but also Motorola, Samsung and LG. Each BlackBerry device has competition from multiple brands within its market sector.

Tone of AdvertisingTech savvy, cutting-edge, and hip.

TEXT 34752

To get YOUR text on this screen...right now!

THEN GO TOTO SEE IF YOUR WORDS MADE THE CUTWWW.BLACKBERRY.COM/EXPRESSYOURSELF

“”

BlackBerry Express Yourselfhttp://www.blackberry.com/expressyourself

Express yourselfDID YOUR WORDS MAKE THE CUT? CHECK OUT TODAY’S TOP TEXTS

Veronica, will u marry me?Sent at 5:43 pm in New York City, 5th Avenue Location

yes!!!!! :)Sent at 5:44 pm in New York City, 5th Avenue Location

Dad, dropped out, still need money.Sent at 10:21 am in L.A., Rodeo Drive Location

May 29, 2009 Favorited 33,452 times Rate This

May 29, 2009 Favorited 34,556 Rate This

May 29, 2009 Favorited 12,002 times Rate This

home

PicturesEven a clock that doesn’t work is right twice a day.Sent at 2:15 pm in Portland, Ore., Rose Quarter Location

May 29, 2009 Favorited 21,032 times Rate This

Today my boss called me Colleen. My time is Ariana. I’ve worked here for 15 years.Sent at 5:13 pm in Austin, George W. Bush Dr. Location

May 29, 2009 Favorited 40,032 times Rate This

Anybody want to get a beer?Sent at 7:12 am in Seattle, Pike Place Location

May 29, 2009 Favorited 30,788 times Rate This

If a man who can’t count finds a four-leaf clover, is he lucky?Sent at 4:49 pm in San Diego, Ca., Surf Side Parkway Location

May 29, 2009 Favorited 2,232 times Rate This

On average there are eight insect legs in every chocolate bar.Sent at 9:25 pm in Hershey, PA., Hershey Amusement Park Location

May 29, 2009 Favorited 50,788 times Rate This

pictures

follow us on twitter

search for your text

most favorited

find a billboard near you

blackberry text messages

I strive to make an impact and am

proudof mysuccesses.

I worked as a marketing intern for a local music venue and nightclub in Eugene for sixth months during college. My main responsibility was to maintain the club’s online presence, which included Facebook, MySpace, YouTube and Twitter, as well as the venue’s Web site. I took this internship far more seriously than my predecessors had, and as a result my boss continued to give me increased responsibility.

One thing I did that caused me stand out in this job was the amount of research I conducted on the club’s target market. This allowed me to better understand what this audience appreciates and what draws them to companies online. I incorporated my findings into my work, using social media strategically to communicate with the venue’s audience.

The goal of much of my work was to drive traffic to the venue’s Web site. My sixth months interning saw a 429 percent increase in traffic to the Web site via Facebook, and a 121 percent increase via Twitter as compared to the six months before I was hired.

At the end of the internship, my boss, as well as the owner of the venue, promised me glowing recommendations because of how pleased they were with my work. I was told that my attention to detail and strategic use of social media created a unified online presence that truly represented the club’s personality and perpetuated the identity that its owners want to maintain.

The District

I worked as a marketing intern for The District, a nightclub and music venue, from June 2009 through January 2010. I used social media outlets strategically to promote events and drive traffic from Twitter, Facebook, MySpace, and YouTube to the venue’s Web site.

429%

121%

The increase in traffic to The District’s Web site via Facebook during my internship.

The increase in traffic to The District’s Web site via Twitter during my time as an intern.

vv

But, no one is perfect, and I

learn

failures.from my

I worked as the brand manager of a team enlisted to create a logo, tagline, tradeshow materials, and visual identity elements for a medical equipment developer. From the beginning, we had a great relationship with the client and discussed ideas openly and enthusiastically.

When it came time to show our executions, nothing we produced quite hit the mark. So we went back to the drawing board, thinking we had a better understanding of what was expected after listening to exactly what it was the client hoped to achieve. We had researched the market and our audiences, and we worked for hours on the new logo designs. We showed our work and, again, we were met with disappointment.

We walked out of the meeting distraught. We knew our logos were good, yet we were at a standstill. After discussing our dilemma, we realized in this relationship our job was to be the experts. It wasn’t enough just to lay our ideas down on the table, we had to sell them. We knew our work was supported by research and a solid strategy – we needed to explain to the client why our designs were going to achieve results.

After this realization, we put together a polished presentation that outlined our executions, as well as the research and strategy behind them. The client was extremely impressed and selected one of our logo designs on the spot. It was a huge lesson to each of us about the importance of believing in your ideas and knowing how to pitch them effectively.

Parallel Imaging Corporation,

The following pieces were developed for a new venture medical business, Parallel Imaging Corporation, that specializes in MRI technology. My team and I were enlisted to help develop the company’s brand by creating a logo, color scheme, tagline and tradeshow materials for the emerging company. My role within the group was that of brand manager.

the final logo

tradeshow materials

elements used in the final pitch

v

v

v

to truly understand the consumer,even the most mundane task

to observe, research, and develop an increased understanding

of how people connect with

takes on a profound importance:

it provides the opportunity

brands.

The way I see it,

So, here is my brand observation of Cafe Yumm, documented as I interacted with the local brand v

to observe, research, and develop an increased understanding

takes on a profound importance:

it provides the opportunity

Background: Today has been a bad day. It’s pouring down rain, I worked all morning and rushed to class, and now I’m starving. So I reward myself with my favorite food, a Yumm Bowl.

Experience: I walk into Cafe Yumm and, as always, consider branching out and getting something different. But, as always, I order the usual Chilean Zucchini Yumm Bowl and a tofu skewer. I take my food to go, head home, take off my shoes, take a bite of my lunch, then turn on the TV.

I am careful not to stir my bowl. Some people stir all the layers together before they dig in. Not me. Though I like to incorporate multiple ingredients into each forkful, I never stir the bowl.

I avoid the top of the bowl, where the sour cream and tomato reside. I’m not opposed to these ingredients, but they aren’t my favorites so I avoid them while I focus on the avocado, rice, Yumm sauce, and olives. Now I’m full and my bowl is almost empty, so I begin to pick at the tomatoes left over from my earlier avoidance. Even though I’m full, I’ve saved left-overs enough times to know that reheated Cafe Yumm doesn’t begin to match up to the first encounter. So I force myself to finish the meal because I’d hate to waste it.

I eat quickly at first because I’m hungry, but I slow down once I get full, until I am finally just picking away at my food until its pretty much all gone.

What this taught me about the brand: I had always viewed comfort food as something from your childhood, but I definitely didn’t eat this funky dish as a little kid. I had also always thought of comfort food as traditional homestyle foods, like mac n cheese or mashed potatoes. But for me, Cafe Yumm is definitely a comfort food. I go for it when I’ve had a bad day, when I don’t feel that great, or when I’m tired.

There are two types of Cafe Yumm consumers, the stirrers and the non-stirrers. I had never given much thought to the fact that I adamently avoid stirring my bowl. However, when watching others since, there are those who stir the whole thing up before they even take a bite. Then there are those like me, who avoid stirring the bowl at all costs.

Sometimes when I get take-out, I order more than I know I can eat so that it will last me for a few meals. With Cafe Yumm, the amount I order is based on how hungry I am because I don’t like the way it tastes after it has been in the fridge and reheated. Certain parts of the bowl are meant to be cold, and some are meant to be hot. This is not a meal that belongs in a microwave.

Insights: Cafe Yumm is a non-traditional comfort food. There are two ways to eat your Yumm Bowl, to stir or not to stir. Cafe Yumm is not good as good after being in the fridge, making it important for me to carefully consider how hungry I am and order accordingly.

associationsTop of mind

spicyclassicspunky

guilt-free

indu l gent

personalitiesThat explore brand

classicspunky

t

fresh

juicy

wild

powerful

energetic

thank youfor spending a few moments with my work.

hayley maxwell2367 Emerald St., Eugene, Or. 97403

hmaxwell@uoregon.edu541.206.9392

Please visit my blog: hayleymaxwell.wordpress.comAnd follow me on twitter: hayleymaxwell

hm