jan de la cruz - strategic planning portfolio mas

Jan de la CruzStrategic Planner

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HOW I SEE I T:

For me, problem solving is a ride. One that I always try to

enjoy, even with its fair share of ups and downs. In life, we

go from one problem to the next, but the most important

lesson I’ve learned is to always enjoy it’s journeys and grow

from the experiences. Being a constant learner, I make sure

I apply my past knowledge to my future endeavors in order

to continue to build my character.

Having lived in two very culturally diverse cities, I have

grown to be naturally curious about the world. By pursuing

my passion for traveling, technology and food, I’ve had the

opportunity to learn more about how other cultures behave,

interact and merge to become one.

In marketing, I always approach problem solving from the

consumer’s perspective, identify what motivates them, what

is relevant for them, what are the needs they are looking to

fulfill, and how the brand relates to these.

THE ONLY WAY TO PREDICT THE FUTURE IS TO CREATE ITPeter Drucker

“”

Nowadays, technology breaches the gaps between cultures

and brings them closer together. However, even with its

continuous innovation, technology alone will never replace

great ideas. It only provides us with a bigger canvas for

great storytelling, which helps to create ideas that are more

authentic and engaging, relevant ideas that matter to the

consumer in that moment.

Technology enables brands to fulfill a basic human need, which

is to continually thrive to be better. This enables advertisers

to become an integrated piece of a brand’s solution. Through

innovation, brands have the ability to not only engage with

their consumers, but to become part of the solutions that

consumers are looking for.

The world is an ever-evolving place:

My mission is to help brands move at the speed of culture by empowering

them with great ideas that engage consumers through experiences, dialogs,

utilities and relatable stories.

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POR TFOLIO:

Case Studies:

Gun Violence in America

Windows 8

NBA

About Me

Education & Experience

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ABOUT POR TFOLIO:

This portfolio contains 3 case studies with projects completed

during the Account Planner’s Boot Camp at the Miami Ad

School. The boot camp is a 12-week program designed to

teach essential planning skills through hands-on sessions

that are conducted by leading planning directors, media

experts and researchers. By giving us 6 real client briefs,

the Miami Ad School created an environment that closely

mirrors an agency experience. These briefs were executed in

teams composed of 2 account planners, an art director and

a copywriter.

This portfolio included three of those cases.

Following the case studies, there is a section about my previous experience in advertising that will help provide additional insights about me.

The portfolio does not include any of the projects I have participated previous to attending Miami Ad School.

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CASE STUDY #1 : GUN VIOLENC E IN AMERICA

Every year, approximately 30,000 people die from gun violence in the

United States. Since last year, following various mass shootings, the

gun control debate has been politicized and has sparked many different

points of views.

Paper trail, people don’t mind being observed when

they are doing the right thing.

• After some first handresearch (Interviewedstoremanagers/owners

at5Miami,FLGunShops)wefoundthatthegunindustrycommunity

wouldliketodomoretoavoidweaponstofallinthewronghands.As

thisendsupcreatingmorecontroversyaroundtheSecondAmendment

andtherighttobeararms.

• PrivateGuntransactionsaccountfor40%ofallgunsalesnationwide

• 85%ofallgunsusedincrimesandthenrecoveredbylaw-enforcement

agencieshavebeensoldatleastonceinaprivatetransaction.

• Theaverageageofagunusedinacrimeis10years.

• Lessthan8%ofcriminalsconvictedofacrimeusingagun,passeda

backgroundcheckbeforecommittingthecrime.

• There is no state nor federal legislation that regulates private gun

transactions.

• Responsible gun owners’ account for the majority of private gun

transactions. Since the lawdoesnotrequire these transactions to

goonrecord,andnotoolsareavailabletokeeptrackofthem,private

gunsellersselltheirgunstoanyonewithouttheneedtolookintoany

detailsorexchangeanyinformation.

BearArms.com:

Own and disown your gun the legit way

Reduce gun violence in America Bring responsible gun owners closer together

SITUATION INSIGHT

FINDINGS CREATIVE IDEA

CHALLENGE STRATEGY

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POSTER - POP: In-store material placed in Gun Shops, will be utilized to remind buyers about the risks of re-selling guns in the private market and will invite them to join BearArms.com where they can buy and sell their weapons to other responsible gun owners.

VIDEO EXPERIENCE: A video experience will support our effort to build awareness of the consequences of private gun transactions.

A customer exits a gun store after purchasing a handgun; a guy interested in buying his gun immediately approaches him, he offers him double of what he just paid for the weapon.

The man forcibly steals her purse

After considering for a few seconds, he agrees to sell his new firearm to a complete stranger.

Quickly the man points the gun at another woman who is passing by in her car. She stops and gets out

While he is still pulling back in his car, he sees the man who he just sold his gun to, approach a woman across the street

The man quickly races off in the stolen car with his new gun, obviously up to no good.

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PRINT – MAGAZINE: With an audience of approximately 10M readers (top 3 firearms publications), leading industry publications would be a relevant and effective way to reach gun owners and remind them about the risks of selling their weapons in the private market.

PRINT SEQUENCE: A series of magazine ads re-create the frequently fatal journey of guns that are sold in private sales.

WEB COMMUNITY: The online community will create an environment where responsible gun owners can practice private gun transactions, while also interacting among themselves in order to share common interests.

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CASE STUDY #1 : GUN VIOLENC E IN AMERICA USER EXPERIENC E

Inform:

Customer visits a gun store to purchase a weapon and is informed about the benefits of using BearArms.com to re-sell his weapon

Incentivize:

POP material will provide new gun owner with URL information and an incentive to register (free registration using NICS #)

Remind:

Print ads and video experience will be utilized to generate awareness about the risks of private gun transactions

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Join & Invite:

User joins BearArms.com and is prompted to invite friends who own guns to join for free

S ell:

Once user is ready to sell a weapon he will create a post with the weapon he is selling, this will generate a post in social networks.

Refer:

If a user joins using a link from a friend that referred him, he will be able to join for free. User that invited him has a new friend to interact with.

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CASE STUDY #2 : WINDOWS 8

In September 2012, Microsoft launched Windows 8, their biggest OS

launch since Windows 95. The launch was supported by around $1.2M

in paid media efforts, which helped increase awareness of the OS but

failed to increase its adoption.

People are usually resistant to change, even

when innovation follows their own evolution

• During interviewswithourtargetaudience,wefoundthatmanypeople

feelthatMicrosoftisimposingauserexperiencechangewithWindows8.

• TheWindowsbrandhascurrentlyreached itshighestBrandBuzzpoint

sincethelaunchofWindows7in2009,butpeoplemainlyhavealackof

knowledgeaboutwhatWindows8isallabout.

• Windows8isperceivedassomethingnewthattheywouldhavetolearn.

• PeoplethinkthatnothavingaStartbuttonisconfusing

Windows 8: Adapted for you, from you

Get current Windows’ users to stay loyal to the OS by increasing

adoption of the new Windows 8 Ecosystem.

It’s time to re-start your journey, Windows has

also grown.

SITUATION INSIGHT


CHALLENGE STRATEGY

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Video: Engages the audience by showing how the Windows OS has evolved with them through the years.

VIDEO SCRIPT:Eighteen years ago you clicked the Start button and haven’t stopped. Setting out to make your life, a more efficient life. You’ve grown, changed, gotten smarter and have worked harder. This is the new you, cultivated from the old you. Don’t hang on to the start, hang on to the journey. Because right now, it all starts again. Adapted for you, from you.

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PRINT: Will create awareness about Windows 8 and reminds users Microsoft is not imposing a change, it is adapting to them.

3D MAPPING EXPERIENCE: 3D mapping experience will give users the ability to interact with the Windows 8 OS using their body movements (through Xbox’s Kinect technology). The intention is that users realize how the OS adapts to their current behavior and that being so intuitive they will not have to learn anything new.

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CASE STUDY #3 : NBA

Millions of NBA fans worldwide are actively consuming the game, but

there is still opportunity to continue growing both the total number of

fans as well as the depth of engagement of each.

People engage deeper with things that they can they

can relate to

• Eventhoughtheprioritymarketsaresodifferent,ourtargetinthese

marketsdosharealotincommon,speciallytheirinterestforAmerican

Popculture.

• NBAisalreadythemostpopularAmericanleagueinternationally.

• Internationalviewersareveryimpressedwiththetalentsandabilities

ofNBAplayers.TheyrespecttheskillsrequiredtoplayintheNBA.

• Playersareperceivedasmorethanjustsportstars,theyarecelebrities/

heroes.

• OneofthebiggestbarriersfortheNBAisitslimitedliveexperience.

• Peopleengagemoredeeplywiththingsthattheycanrelatetoandthe

NBAhasmanythingsbeyondthegameofbasketballthatinternational

audiencescanrelateto.

Everyone has a reason, discover yours

Drive fan recruitment and deepen fan engagement in ten priority

international markets; from Brazil to China.

Beyond just a game, an experience that you relate to

SITUATION INSIGHT


CHALLENGE STRATEGY

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CASE STUDY #2 : NBA

TV SPOT: V/O in different languages

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CASE STUDY #2 : NBA

TV COMPANION – WEBIn order to give international markets the opportunity to experience the game of basketball in a way that they can already relate to, viewers will have the ability to see different angles of the game by selecting different “view cams”. For example, among the options, the user could choose to view the “Kicks Cam”, which will focus on the player’s sneakers or the “Courtside Cam” which focuses on the celebrities seating courtside. By connecting with their social networks, users will also have the ability to interact with other international viewers who are watching the game. Viewers will also have the ability to edit their own highlight reel focusing on the things which they find relevant and will have the option to share their own game highlights through social networks.

SOCIAL TV: In order to take the TV companion a step beyond, there will be a social TV experience, which will allow the audience to become part of the live NBA experience by making them part of the broadcast, and even the live in-stadium game experience.

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CASE STUDY #2 : NBA

AUGMENTED REALITY:An augmented reality application will allow users to further engage with the NBA by connecting players’ stories with physical locations around the world.

FACEBOOK APPLICATION:Using your current Facebook interests (likes), the application will generate the team that relates to the most with the user. Once a team is assigned, the user will have the opportunity to experience being “drafted” by the team and will have the option to share their “draft” picture in their Facebook wall. The team, for which the user was recruited, will also do a post with the users picture welcoming him/her to the family. The app will then give the user the option of matching them with another person who shares the same interests. Users will then be able to connect through social media or in person.

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RESUME : WORK

COMPANY

CLIENTS

RESPONSIBILITIES

POSITION TIME

Media 8 Digital Marketing (Miami, FL)

PlayStation (SCEA), Sony Electronics (CSA), Puerto Rico Tourism Company, Kerzner International Resorts

Managed the development and implementation of successful online/offline advertising campaigns. Campaign components included development of campaign strategy, Online/Offline Creative development, Online Media planning, buying and traffic, Social Media Management, Content development, Web development, Mobile development, SEM, SEO, along with analytics reporting & optimizations for all components. Oversaw team of two Account Executives.

Sr. Account Manager Sept.. 2010 – Dec. 2012

COMPANY

CLIENTS

RESPONSIBILITIES

POSITION TIME

Key Integrated Solutions (San Juan, PR)

Puerto Rico Tourism Company

Managed day-to-day work communication with client for all campaigns/projects being developed for United States, Latin America and Puerto Rico markets. Coordinated projects internally with all departments involved, including coordination with partner digital agency.

Brand Management Executive Jan.. 2009 – Sept. 2010

COMPANY

BRANDS

RESPONSIBILITIES

POSITION TIME

Tropical Foods, LLC (Miami, FL)

Crystal Farms, Dannon, Sabra, Belgioioso Cheese, YoCrunch, Grassland and Land O’ Frost

Maintained constant communication with international clientele for order solicitation, quotations, creation of purchase orders, tracking and successful delivery of orders.

Assistant Account Manager May.. 2008 – Dec. 2008

COMPANY

BRANDS

RESPONSIBILITIES

POSITION TIME

DLC Integrated Marketing (Miami, FL)

Cartier Latin America & Caribbean, Headquarter Toyota dealership and Royal Caribbean Cruise Lines

Tracked the added value exposure in over 40 publications for the Cartier Latin America & Caribbean account. Assisted account management team in day to day tasks.

Junior Account Executive Jan.. 2009 – Sept. 2010(Part Time)

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RESUME : EDUCATION

SCHOOL

SCHOOL DEGREE

TIME

TIME

Miami Ad School (Miami, FL)

Florida International University (Miami, FL) B.B.A.

Strategic Account Planning Boot Camp

Double major: Marketing and International BusinessMember, Collegiate chapter of the American Marketing Association Awarded Dean’s List upper division major courses (Fall 2006 & Spring 2008).

March 2013

July 2008

Jan de la Cruz strategic planner

jandlxskype:

@jandlctwitter:linkedin.com/in/jandelacruzlinkedin

787.368.5368cell:

[email protected]:

jan de la cruz - strategic planning portfolio mas

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