INNOVATIVE AND VISUALLY AMAZING CAMPAIGNS ARE DEAD WITH OUT A MEANS OF COMMUNICATION.IN THE NEXT PAGES, I PRESENT To YOU A FEW OF MY COMMUNICATION STRATEGY CASE STUDIES.

CASE STUDIES:•Miami Beach•Death Penalty•New York TimesACKNOWLEDGMENTSRESUME

CHALLENGE:CHANGE VIEW OF MIAMI BEACH FROM PARTY

TOWN BY THE BEACH TO WORLD CLASS DESTINATION FOR TRAVELERS.

BudgeT: 200K

AUDIENCE:

MINDSET:

OPEN TO NEW EXPERIENCESTECHNOLOGICALLY MINDED

Enjoys occasional spluge EXPLORERS

Upwardly mobile and established 25-45 years old

disposable incomeLike being current on Trentds

Bloggers who enjoy the good life, is an influencerJETSeT Blogger

seek luxury, fun and an international Flair

Shares Life & experiences online Living LIfe

AUDIENCE CHANNELS:

Email NEWSLETTERS RSS FEEDSSMARTPHONE APPLICATIONS

Fashion, Design & Pop CulTure Magazines

Trend BlogsTravel WEBSITESSOCIAL NETWORKS Video SiTes

COMMUNICATIONS Channels:

COMMUNICATIONS OBjective:

CrEATIVE STRATEGY:

BANNERS

You TubE Channel Video CoNTEST

InFluEncers

CREATE A SPACE FOR INFLUENCERS AND ADAPATERS TO TALK, SEE AND EXPLORE THE MIAMI BEACH LIFESTyle.

MIAMI BEACH, LA VIDA

EsTimated Reach: 1.2MM*

*Sources: Alexa.Com, YouTUBE.com

YouTube ChannelHighlighting videos from first person perspective of adventures in Miami Beach.. This cHannel will show featured events and programs and Travel Guide. This channel will be a portal to explore and learn more about Miami Beach and it’s ammenities.

Video Contest Influencers will be asked to review and feature the Miami Beach La Vida Video Constest. Video contest will ask public why the should go to Miami Beach and what they would do. ThE contest will encourage participant to Envision themselves in Miami Beach and Encourage the to find out all the Miami Beach Has to offer. Grand Prize will be to attend one of Miami Beach’s five most Talked about events.

BANNERSBanners placed on travel, lifestyle sites and blogs. Banners are to promote contest and bring home the message that life is better in MIami Beach.

CHALLENGE:create a belief, audience & channel

approach for the death penalty.

BudgeT: 500K

Community OrganizerSavvy Consumers

25 - 45 years Old

MoTivaTEdAware of Political Climate

Socially ConciousInfoRmaTion Scavengers

AUDIENCE:

MINDSET:

Economically savvy, well Informed, CommuniTy Concious.NEO WORKING STIFFS

AUDIENCE CHANNELS:

Email NEWSLETTERS Outdoor MEDIASMARTPHONE APPLICATIONS

Fianance, Community NEWS & Publications

Trend BlogsTravel WEBSITESSOCIAL NETWORKS Happy HOurs

PRint BannersPublic Transit Billboards

WeBsiTE

COMMUNICATIONS Channels:

COMMUNICATIONS OBjective:

CrEATIVE STRATEGY:

RAISE AWARENESS regarding THE COST OF DEATH PENALTY to the U.S. market.

YOU’RE PAYING FOR IT

PRINTPrint ads in financial, personal finances, entrepreneur, business and news publications like Money, Business Weekly and Entrepreneur.

BANNERSBanners ads on financial and search engine homepages like Google and the Bloomberg Report.

BillBoADrBillboards in hight traffic commuter areas where commuters’ view..

PUBLIC TRANSITTake over at high traffic public transit stops and stations.

WEBSITEWebSite that lets user calculate cost of death penalty per state per person. Here users will also be able to sign a petition against the Death Penalty and ask friends via their social networks to do the same.

CHALLENGE:INSERT THE NEW YORK TIMES INTO POP

CULTURE.

BudgeT: 300K

TECHNOLOGICALLY MINDED STARTING CAREER OR COLLEGEOPEN TO NEW EXPERIENCESTHIRST FOR KNOWLEDGE

NEED TO BE ENGAGED ON A PERSONAL LEVELEXPLORERS

CRAVE AUTHENTICITYSHORT ATTENTION SPANS

FINDING THEIR PATH IN THE WORLD Career Minded

21-35 years old

AUDIENCE:

MINDSET:

STudents and Young Professionals That are Ready To Find their Path in the world.

Up and Comers

AUDIENCE CHANNELS:

ALUMNI NEWSLETTERS RSS FEEDSSEARCH ENGINES SMARTPHONE APPLICATIONS

YOUNG PROFESSIONAL ASSOCIATIONSBLOGS

COLLEGE BARSJOB HUNTING WEBSITESSOCIAL NETWORKS COLLEGE CAMPUS

COMMUNICATIONS Channels:

COMMUNICATIONS OBjective:

CrEATIVE STRATEGY:

PosiTion New York Times as the “Go-To” resource.

THE “NEW” NEW YORK TIMES

Augmented Reality QR Codes

University Orientation Day

Daily Report Website PersonalizaTion

PERSONALIZED HOMEPAGECustom homepage for each user depending on their needs. Personalization is geered towards proving students and young professinals with tools they need for reasearching and job hunting without alienating current subscribers.

DAILY REPORT EmailDaily 10-Minute Report by a New York Times journalist/moderator. Each user will choose the news they will like to hear and see and each day they will receive an email with a video showing a short summary of headlines of their favorite news.

QR CODESQR Codes attached to articles in New York Times articles. Each QR code will lead to interactive comment on New York Times website (videos, forums, slideshows) and other content online relating to news article.

AR CONTENTNew York Times will offer augmented reality ads to advertisers. This feature will also be availabe for features on the front page as merited by the news.

NEW YORK TIMES AT ORIENTATIONNew York Times partnership with top 200 universities in the U.S, NEW York Times would participate in orientation and offer students information on the newspaper and tools, like student planner, that would help students in the colligiate career.

Mikio BradleyCopyWriTER

Michael YoussefArt Director

ACKNOWLEDGMENTS:

Teachers & Advisors:

ParTners:

Ralph BuddMiami Ad School

Ed CastilloPHD

Hamish ChandraGoodby, Silverstein & Partners

Max HeilbronGoodby, Silverstein & Partners

J. Ryan LeeMekanism

Juan Carlos MoralesSapientNitro

Jerrod NewMiami Ad School

Alex OhannessianSapientNitro

Swapnil PatelCrispin Porter + Bogusky

Ronn PearsonSapientNitro

John ReidButler, Shine, Stern & Partners

Pippa SeichristMiami Ad School

Ron SeichristMiami Ad School

Gunther SonnenfeldThink State

Camilo VelezOMD

Dominico VitalePeople Ideas + Culture

Melissa WalkerPeople Ideas + Culture

Will WisemanUniversal McCann

Opher YungerPeople Ideas + Culture

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