KARI ENSIGNACCOUNT PLANNER

Contact Info:Telephone: 214.213.1106Email: klensign88@hotmail.comurl: karilaine.blogspot.com

I love to color. As in coloring books. To some it may seem juvenile, but after a stressful day there is almost nothing I love more than taking out my gigantic Toy Story coloring book and completing an extremely well-colored picture. It’s my other creative outlet.

People often tell me that I am a good listener. I guess you could call it a gift. Mostly I think that it’s important to know when to open your mouth and when you should just open your ears.

Music completes me. Sometimes I wish I could publish a soundtrack for my life and the theme song would be “Hakuna Matata.” (It means “no worries.”) It’s amazing how for every event in life there is the perfect song to accompany it. The same is true for advertising; for every product, there’s the perfect message to accompany it. The fun part is finding it.

Killer whale trainer at Sea World. That was my very first dream job. My favorite movie was Free Willy and I wanted to be just like Jesse. I think it’s important to dream big sometimes.

ResumeProfileUndergraduate Advertising major with a minor in Sociology looking for an Account Planning internship for the Summer of 2011. Experience working in leadership positions, clerical work, and with clients through Brigham Young University’s AdLab. Reliable, organized, considerate with demonstrated ability to collaborate and work effectively in group situations.

ExperienceAccount Planner, BYU AdLab Provo, UT 2010-2011 Worked on account side for several projects, both local and national, in on-campus ad agency. Conducted research, implemented strategies, and built relationships with clients.

Teaching Assistant, Brigham Young University Provo, UT 2010-Present Teaching Assistant for the Introduction to Advertising class. Provided input on students’ group campaign projects throughout the semester and evaluated them at the end.Taught certain advertising principles to the class when professor asked. Required knowledge of basic principles of advertising.

Clerical Assistant, Parkway Construction Lewisville, TX 2008-2010 Summer job for two summers between 2008 and 2010. Performed basic clerical work such as filling, scanning, copying, putting together project books, and answering telephones.

EducationBrigham Young University Provo UT 2007-2011 BA in Communications: Advertising Emphasis; Sociology MInor Graduating in August 2011

SkillsProficient on both PC and Mac systems. Skilled in Microsoft Word, Excel and Powerpoint. Also skilled in Apple Pages, Keynote, and Numbers. Knowledgeable in online presentation software such as Prezi.

ReferralsJeff Sheets, AdLab Director, Brigham Young University Telephone: 801.422.3524 Email: jeff_sheets@byu.edu

Bill Hoops, Athletics Marketing Coordinator, Brigham Young University Telephone: 801.422.8260 Email: bill_hoops@byu.edu

BYU WELLNESSACCOUNT PLANNING

BYU WELLNESS Research Problem: BYU wanted to understand the relationship between BYU students and their Wellness program, especially after getting rid of their Health Education/Physical Education requirement.Client:

Brigham Young University’s Wellness program incorporates students’ physical, emotional, and spiritual well-being. The institution aims to make sure students have balance in all three of these areas in their lives.

Research Methods:Quantitative:-Survey sent out to 3,000 BYU students-873 respondents-55% female, 45% maleQualitative:-Ethnographies and friendship groups-Direct questions and projective methods

Freshman

Sophomore

Junior

Senior

Graduate Student

0 75 150 225 300

Live On Campus

Live Off Campus

Live With Parents

0 175 350 525 700

Demographics from Survey

Key Insights:1. Wellness is not a social activity.2. Even without HEPE, BYU is still trying to help.3. BYU facilities are free and get the job done.4. The classes BYU offers need to tailor more to students’ needs.5. Eating healthy is difficult for college students.6. Communication is key. And BYU students felt like there wasn’t much.7. Exercise is a major stress-reliever.

“If the Cougareat was a vehicle, it would be a 16-passenger

minivan because it’s huge and is filled with everything. And people get huge if they eat

there.”“I’m involved in physical fitness stuff on campus and I still

haven’t heard of some of this stuff. I find that to be slightly

pathetic.”

Future Brand Objective:“The best way for BYU students to feel better about themselves”

Position Statement:Life on the sidelines is no life at all. You’re low on time but you can still liberate your body and mind. We’ve provided you the opportunity to engage yourself in a wide array of exhilarating activities at your convenience without the high cost. Life is a game that is meant to be played. BYU Wellness gives you the tools at the times you need to play it well. Let’s unveil the greatness in you. BYU Wellness - feel the rush of accomplishment.

Selling Idea:“The place to achieve your goals”

Role of the Brand:Be a free and convenient option for aspiring BYU fitness aficionados who are seeking more without wanting to give up more.

Current Brand Position:“The free but aged and cramped workout option”

Conceptual Target:“Aspiring fitness-seekers”

Core Desire:“Feel a sense of accomplishment without sacrificing too much”

Compelling Truth:“BYU Wellness provides students with a sense of accomplishment through a variety of facilities and activities, such as swimming, rock climbing, and intramurals, providing balance that students crave at little to no cost.”

Advertising Objective:Show students how BYU can be the fuel for their dimming accomplishment flame... The flame that burns bright when they are getting out and exercising like they should.

Consumer Insight:“I want to feel like I’m accomplishing something - something apart from school without breaking the bank or bending over backwards.”

Promise:BYU Wellness is the cheap and easy

solution to fill any accomplishment void and silence that little, nagging voice in the

back of your head.

Suggestions:-Make sure advertising has a positive, aggressive, and edgy feel to it.-Rely on guerilla marketing for the campaign. Students are tired of being handed fliers while walking around campus. We suggested incorporating the advertising into students’ daily lives. As they walked up stairs, took the elevator, or sat down to eat at a table in the student center.

TIPPING BUCKETACCOUNT PLANNING

TIPPING BUCKET

Client:Tipping Bucket is a social venture seeking to redefine what it means to be a philanthropist. It allows you to make a difference in someone else’s life with just a dollar. Tipping Bucket serves as the funding platform for social projects promoting development around the world.

Task:Help Tipping Bucket determine how to increase engagement with those who are already members of their online community. They have been successful in their efforts to attract new members to the community, but have not determined a way to keep those members engaged.

Brand Promise:Tipping Bucket is a unified voice for change. It provides an online community where people can rally together and take a stand about something we all believe in: opportunities for a better life.

Solution:Focus on the World-Changers rather than the projects. Allow donors to follow the individual behind the projects and their journey through Twitter, YouTube, personal blogs, etc.

How to Differentiate:We’ve all seen the images of starving children on our television screens. We unfortunately do not connect to those images. The emotional connection necessary is lacking in this charitable efforts. Tipping Bucket needs to establish this emotional connection with the members of its community.

Insight:We connect to individuals. When Oprah talks about an issue, she always uses an individual to demonstrate the larger issue. We want to hear people’s stories. We want to know about their life. We want to see their passion. We want to share that passion with them.

ORGANIC “LUNCHABLE”ACCOUNT PLANNING

ORGANIC LUNCHABLE

Client:Venture capital client from ritzy Connecticut who is interested in developing a pre-packaged, meal-type “Lunchable” but with an organic approach.There is no current brand. We must determine the brand and the product.

Research Problem: Conduct research to determine everything from branding and positioning, to strategy, to menu and packaging. We also need to determine if people are willing to pay more for a pre-packaged organic meal.

Research Methods:Quantitative:-Survey to women across the country-93 respondentsQualitative:-Observations and In-depth interviews-Two focus groups-Projective methods

Demographics from Survey

26%

74%

Employed Unemployed

Under $25K

$25K-$49K

$50K-$74K

$75K-$99K

$100K-$149K

$150K and above

0 10 20 30 40

Key Insights:1. Women know that organic food is better for them, but often times they don’t think to buy it.2. Women don’t eat well when they’re busy. And they feel guilty about that.3. “Organic” is a lifestyle that most people haven’t adopted yet, and those who have wouldn’t be interested in purchasing a pre-packaged organic meal.4. They want the ability to mix-and-match different options to create their own meal.

“It’d be cool to mix and match food items, kind of life a

wardrobe.”“I still wouldn’t buy a packaged meal unless it was for a special

occasion. I figure I can put those things together myself.”

Moderator’s GuideIce Breaker:Welcome and thank you. Tell them who we are and what we’re doing. Go around the circle and have everyone introduce themselves.

Current Eating Habits:-Hand out a piece of paper and have them write down what they have eaten so far that day. EVERYTHING they’ve eaten.-What changes do you wish you could make to that list? Why?-Do you make a conscious effort to eat a healthy diet? How important is eating healthy to you?-How much do you value breakfast? Lunch? Dinner? Do you eat healthier at one meal compared to the rest?-How do you feel when you eat healthier?-What are some of the things that prevent you from eating healthy?

Collage: Cut out pictures that demonstrate what a healthy lunch looks like in your mind.

Current Brand Position:-Picture Sort: Choose one picture that best demonstrates how you feel about Lunchables.-Picture Sort: Choose the picture that best demonstrates how you feel about the Kashi brand.-Picture Sort: Choose the picture that best demonstrates how you feel when you hear the world “organic.”

Packaging/Pricing:-When you take your lunch to work or school, where do you keep it? How do you carry it around with you? What kind of container/packaging do you use?-Would you rather purchase a full pre-packaged meal or have the option to mix-and match various side options to create your own meal?-Are you more likely to purchase products from companies who use recyclable packaging? Why is/isn’t that important to you?-Is a healthier meal option worth a higher price to you? How much more is it worth (monetary amount)? Or would you rather keep eating what you eat currently?-How much would you be willing to pay for an organic pre-packaged meal? Give a price range.

Advertising Objective:Create a naturally healthy, on-the-go lunch package. Build awareness of our product as the healthier choice for the least amount of preparation.

Consumer Insight:“I try to pack a healthy lunch, but I don’t always have time. It’s really irritating because a lot of my food is not easy to just grab quickly.”

Promise:Our product promises the healthiest,

grabable lunch options to keep you out of the kitchen so you can cross more things

off your to-do list.

Suggestions:-Make sure advertising has a fresh, modern, and honest (informative) approach.-Create a pre-packaged meal option with which women can mix and match sides to create their perfect meal.-Use traditional media like television along with blogs, point-of-purchase displays and free samples given out on popular airlines during flights.

Product Design

MINI COUNTRYMANEFFIE COLLEGIATE

COMPETITION

MINI Countryman

Client:The MINI Countryman is MINI’s newest addition to the MINI family. It will be launched in January 2011. The Countryman is the first four-door, optional all-wheel drive vehicle. It has the look and feel of the MINI Cooper with the space and convenience of a four-door model.

Research Problem: MINI needs to find a way to make the Countryman attractive to 20- to 30-year-old Americans who previously had doubts about the size and functionality of the MINI. The new campaign also needs to make the Countryman’s British origins appealing to American consumers.

MINI Cooper Hardtop

MINI Countryman

Demographics from Survey

MINI Clubman

BIG Idea:

“The MINI Takeover”We will essentially take over America with our European culture.

“Takeover” Locations

New York City Chicago

The Transformation:The American yellow taxi will be replaced with a black MINI Countryman to resemble taxis found in London.Well-known red, British telephone booths will be set up around the cities. They will be tagged with MINI stickers.“Mini” replicas of famous European landmarks such as Big Ben, The Eiffel Tower, and the Tower of Pisa.

Autobahn Weekend:MINI will sponsor an Autobahn weekend in Montana where people can come test-drive the Countryman while driving as fast as they’d like.

Magazine Insert

Magazine Insert

Media Plan

January2011:

Takeover Begins(1 month)

End of January: Begin running

magazine inserts(3 months)

April 15-17, 2011: MINI sponsored

Autobahn weekend in Montana

THANK YOU