A strategic planner with an interest in cultural exploration, and the ways in which consumers control brand identity. Mr. Bayley cut his teeth building independent rap brands through strategic use of social media and street promotions back in the myspace hay days. He earned his advertising stripes as a successful new business salesman specializing in urban radio, all the while subtly accelerating station rebranding by pushing revenue into previously unexploited fringe dayparts and launching new NTR initiatives.

A native of Massachusetts, where he resides with his fiance Thao, he enjoys reading, tailgating, watching dodgy feeds of lower division international football on the internet, eating Vietnamese food, and practicing his Vietnamese language skills on unsuspecting waitresses and clerks at asian markets.

Steve Bayley

Post GraduateEducation

School of Hard Knocks

humility and

perspective

The Work

TargetCiti wants to connect with the next generation of business leaders, as they are building their careers on the way up. These young highly educated influentials have a progressive mindset, are connected to the world around them through the media, and online and in-person social networks. They are proactive visionaries, shaping and molding their lives, leaving as little as possible to chance.

The Bitter PillFrom 9/11, to the financial crisis, to the present, they launched their careers during the most difficult decade since the 1930’s. These careers have been characterized by uncertainty and instability even in the best of times. They and their boomer parents believed the route to economic stability was through higher education. Instead many find themselves underemployed and suffocating under the weight of huge student loans.

Connected ButSurrounded by negativity, both from the news media, and from some of their increasingly negative friends, who, frustrated by their underemployment, fall into a vicious cycle of rationalization and excuse making, becoming stuck in their routine and headed for a life of mediocrity.

DisappointedMaintaining a positive outlook has not always been easy. They have fought longer and harder than their peers in order to maintain a sense of optimism, but are tired of swimming upstream, and are increasingly cynical. They are starting to give in, but still feel guilty about not being stronger.

InsightDespite all this, their values persist because their values define them, but they are down to their last drop of optimism

StrategyEach individual drop can only do so much. Citi can be the bucket that collects the drops and creates a new wave of hope.

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18 Million unique visitors pass through citi.com every month when they log in to their online banking. This provides the perfect place to gain exposure and drive participation in Citi’s community initiatives.

Citi Collective. Giving people a platform to live out their values.

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BackgroundAs their original target matures, we want to help Red Bull make a seamless transition into real adult life with their original customers. Help us save Red Bull from being the old guy at the frat party.

Marketing Objective Stimulate overall market growth through bringing previous light/lapsed users back into the fold and drive new user trial by highlighting existing uses that have not previously been highlighted in marketing communications.

TargetFormer or light Red Bull drinkers who feel that they may have graduated out of the Red Bull lifestyle and are on to the next stage of their lives. 25-34, skews male.

The BarrierThey feel Red Bull is for kids and partiers and they feel themselves becoming more distant from this lifestyle.

“I don’t have a history with extreme sports and dance crews.” - Travis, 29

The ChallengeConvince the target that Red Bull is a fun yet practical tool that can accommodate their priority changes as they have matured.

InsightOlder Gen Y’s need energy for late nights at the office and crying babies, not heli-skiing in the Andes.

StrategyEmpower the armchair athlete to achieve life’s small yet epic wins

The Big Idea Team Extra-Ordinary. Tom Phleger, an average office worker and backyard badminton player is plucked out of his job and life and sent to a remote island to train for the corporate retreat badminton showdown against his archrival Paul from HR.

Tone & VoiceSemi-serious action; slight, wry humor; Shows Red Bull is self-aware of extreme sports clichés

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Heavy emphasis on news and lifestyle media, especially sites with an edge.

A slant toward media consumed at work.

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Multiple touch points allow people to follow along with members of Team Extra- Ordinary on their casual sports training missions.

easy choices hard life

harder choices easy life

Business ObjectiveIncrease male subscriber base. Weightwatchers offers the most realistic program for men, yet men represent only 9% of subscribers.

ChallengeDrive obese men to make a hard change for an easier life.

BarrierObese men don’t realize how much easier every day could be if they were lighter.

Target30-44 year old obese men, 30-40 Pounds overweight , single, middle class male in a transitional life stage. Sedentary job, eats out 5+ times per week.

Research

Insight Radical honesty pushes men to take action. Strategy Beat them down to tone them up. The Big Idea You’re Fat. That’s the last time you’re gonna hear it.

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Catch them in moments of vulnerability via a contextual media strategy.

The Fat Lickin is a Radical Honesty Facebook app. Just take a photo of your beer belly with any webcam, and brace yourself for some tough love that will push you to finally take the extra step and join weight watchers today.

Business Objective Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.

Target Mothers 35-54 with kids 6-17 in the house. Uber Organizers AKA Miss Perfect.Superwomen whose main mission in life is to dominate their world and look great doing it.

The BarrierMiss Perfect perceives Febreze users as dirty

Challenge Get Miss Perfect to overcome her prejudice against Febreze, and show her how Febreze simplifies her life.

Related words: pressure, perfection, expectations, society, family, control, clean, organized, marriage, neighbors, appearances, paradox, love, competition, life, home, care, parenthood

Insight Women are their own harshest critics

Strategy Febreze helps Miss Perfect Keep Up Appearances

The Big IdeaEvery Woman’s got her own dirty little secrets

The Research Would you use Febreze?

77% No 13% Other 10% Yes13+77+10

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Secrets of the mist An anonymous

Facebook confession wall and twitter feed where

Miss Perfect can let loose and unburden herself

of the weight of her own deepest imperfections.

Its OK to be a little inappropriate...

no one will know its you...

The Educational Foundation

Miami Ad School – Bootcamp for Account Planners, New York

East Carolina University – MBA, Business Administration with Marketing Certificate

University of North Carolina at Greensboro – BA Communication Studies, African American Studies

The Skill Set

Segmentation | Regression Anaysis | Ethnography | Media Planning | Crowdsourcing

Focus Group Moderation | Transmedia Storytelling | Gamification | Net Promoter Score

| Revenue Cycle Analytics | SEO | Creative Ideation

Sentry Auto Group

Unique selling style led directly to highest customer satisfaction scores in the

dealership. Masterful use of CRM tools to maintain relationships in what is typically thought of as

a one-off transactional business. 15% of all customers were repeat customers within a three year

span, an exceptional achievement in the auto industry. Handwritten letters and chats in the service

lounge, allowed me to become trusted resource for my customers. One of my Lincoln customers

told me I lie outside the third standard deviation of human excellence.

Beasley Broadcast Group / Clear Channel Boston

Rent-A-Center - Developed a regional agency buy starting with a cold call, executing

a multi location regional radio marketing plan for Rent-A-Center’s Eastern North

Carolina district. Worked in conjunction with Carat USA - New York.

Founded Kiss Street Team and identified talent for hire in street team roles.

Responsible for first monetizing of street team services. Identified talent has

grown in their roles with the company.

Triple Gz Entertainment

Built the brand and career of a new artist from the ground up.

Established consistent branding through all print and digital communications.

Developed a strategy for regional expansion and organic growth through targeting secondary cities

and radio markets. Integration of branded elements across street, digital, social, and radio.

Awards

Sales

2 time Top Mazda Customer Satisfaction Award Winner 2009 & 20101st Place Jr. Account Executive Division - Clearchannel Boston Winter Sales Contest 20078 time WIKS Salesperson of the Month 2006 Management (Artist Nominations) 3 time Southern Entertainment Awards nominee 2 time Carolina Music Awards nominee 2 time North Carolina Underground Music Award nominated artist

The Skill Training

AMA Marketing Research Bootcamp, HoustonSegmentation & Discrete Choice training

Qualvu - 12 Class Online Mobile Ethnography Training

Futures of Entertainment Conference, MITTransmedia Storytelling, Gamification, Crowdsourcing.

Youth Marketing Academy, Mobile Youth – 10/11- 9/12 Inaugural cohort, working with an international group of marketing professional and students from Tanzania, India, Indonesia, Australia, and England

Radio Advertising Bureau (RAB) CertificationsCertified Professional Commercial Copywriter Certified Digital Marketing Consultant Certified Radio Marketing Consultant

20+ AMA Virtual Exchanges & WebinarsMarketing & Neuroscience, Mobile Marketing, Youth Marketing etc.

Marketo Revenue Rockstar Event Revenue Cycle Analytics

SEO Training Internship, East Carolina University, Money Is Fun project

Steve Bayley CVsteven_bayley@miamiadschool.net @thelincolnking 978 333 2925