Luis Muñoz SadeghiPortfolio

Materials from MGRL 191 (Advanced Marketing)

For my final project, I was asked to create a new beverage and build an Integrated Marketing Communications Plan for it. I created the brand name, the brand story, the logo, and the col-lateral materials, including a brochure, the bottle label, an oversized direct mailer, packaging for the beverage, and three print ads.

Bold Leaf Beer Brochure (part 1 of 2)

 

 

Q&A  

Where  to  buy    Bold  Leaf  Beer  

 

You  can  find  us  at  several  groceries  stores,  including    

�  �  �  �  

Organic.  Bold.  Nutritious.    

It’s  the  new  taste  of  beer  

Contact  Information  3520  Main  Street  Topeka,  KS  66601    

To  find  more  participating  stores,  visit  BoldLeafBeer.com  

Facebook.com/boldleaf    

 

Bold Leaf Beer Brochure (part 2 of 2)

 

   

What  is  Bold  Leaf  Beer?  

Our Story

1

With   age   comes   a   desire   for   exploration.   As   a   young  adult,   I   had   a   curious   mind.   I   wanted   to   broaden   my  horizons,   to   see   new   things,   try   new   things,   and   taste  new   things.  One   aspect   of   this   desire   took   the   form  of  exploring   a   healthier   lifestyle.   One   day   I   had   the   great  fortune   of   trying   kombucha,   the   drink   that   Bold   Leaf  Beer   is   based.   The   taste   was   intriguing.   It   was  remarkably   light   and   it   seemed   to   lift   my   spirits   and  energize  me.  I  was  hooked  to  this  new  find.    

I  decided  to  investigate.  I  discovered  that  kombucha  was  a   natural   drink   created   by   fermenting   tea.   As   for   that  feeling  I  had  experienced  during  my  first  drink—that  lift?  It   was   an   actual   buzz,   although   very   slight.   Fermenting  tea  creates  trace  amounts  of  naturally  occurring  alcohol.  Kombucha  offered  healthy  benefits  and  yet  also  carried  alcohol.   I   wondered   how   I   could   take   this   drink   a   step  further.     Could   I   create   a   truly   alcoholic   beverage   that  

2

was  natural  and  good  for  the  body?  I  had  decided  that  was   my   goal.   I   researched   how   to   draw   out   and  enhance   the   alcohol   during   the   fermentation   process.  While   kombucha   offered   a   very   slight   buzz,   this   new  drink   would   have   its   alcoholic   content   magnified.   It  would   be   an   alcoholic   drink   that   could   rival   the   best  beers  around.  

After   numerous   trials,   I   finally   settled   on   this  formulation  of  kombucha.  Brewed  and  fermented  with  great   care   and   precision,   it   gives   a   light   and   flavorful  taste  and  yet  packs  a  punch  that  makes  it  as  strong  of  a  contender   as   any   other   beer.   It’s   a   sophisticated  beverage  that  challenges  the  idea  of  beer  being  simply  a   frivolous   drink.   With   Bold   Leaf   Beer,   you   can   have  excellent   taste,   quality   ingredients,   and   the   great  experience  of  an  alcoholic  beverage.  

Oversized Direct Mailer

Packaging

Involvment in Student Organizations

Here are select print advertisements that I created while serving in publicity roles for two organizations. Both of these organizations are geared towards Vanderbilt’s LGBTQI students and allies. The Vanderbilt Lambda Association tends to be more of a social group, while HRC Vanderbilt delves into more political matters.

Lambda Facebook Pagehttp://www.facebook.com/VULambda

Writing Samples from Classwork

Here are select writing samples from my Intermediate Non-Fiction Writing course. The class covered various forms of writing, including testimonials, op-ed pieces, radio ads, lobbying documents, and

speeches.

James  Parsley  *  Assistant  Secretary  of  Energy  for  Policy  and  International  Affairs  *  Phone:  408-­‐807-­‐6462  *    Fax:  408-­‐842-­‐3155        

 

China,  Denmark,  Germany,  Spain,  and  Brazil  have  invested  substantial  amounts  of  money  into  such  forms  of  clean  energy  as  coal  technologies,  wind  turbines,  solar  panels,  and  ethanol  as  a  gasoline  replacement.  The  United  States  should  expand  on  its  own  current  effort  by  working  towards  a  clean  energy  revolution  that  will  provide  the  nation  with  numerous  immediate  and  long-­‐term  benefits.    The  American  Reinvestment  and  Recovery  Act  has  provided  $80  billion  toward  clean  energy  investments  that  will  create  hundreds  of  thousands  of  jobs  and  serve  our  energy  needs.  As  well,  President  Obama  has  recently  announced  a  $2.4  billion  investment  in  the  American  battery  and  electric  vehicle  industry  that  will  further  reduce  our  dependence  on  oil  while  creating  more  jobs.    But  greater  effort  is  still  needed.  The  ACES  Act  is  needed.          

 

 

 

 

 

 

The  ACES  Act  has  been  passed  by  the  House  and  now  needs  approval  by  the  Senate.  Supporting  this  act  will  aid  in  the  economic  recovery  of  the  United  States  by  creating  millions  of  new  jobs  and  it  will  contribute  to  a  cleaner  and  more  energy-­‐efficient  environment.    

 

The American Clean Energy and Security (ACES) Act  

   

Reduces Harmful CO2 Emissions -­‐ Updates  current  coal  technologies  

Uses Cleaner Sources of Energy -­‐ Increases  investments  in  solar,  wind,  and  nuclear  power  

Promotes Technological Innovation -­‐ Gives  incentives  to  improve  on  current  infrastructures  

Boosts Economic Growth -­‐ Creates  new  jobs  in  energy  fields  

 

Benefits of the ACES Act

Lobbying Document

 

Luis  Munoz  Intermediate  Non-­‐Fiction  Writing  Advocacy  letter  

Support  the  Dog  Breeders  Licensure  Bill,  AB  250  

Dear  Senator  Pat  Kreitlow,  I  am  writing  on  behalf  of  The  Humane  Society  to  urge  you  to  put  an  

end  to  the  cruelty  against  animals  in  Wisconsin’s  dog  breeding  facilities.  Although  the  breeding  and  sale  

of  dogs  contributes  positively  to  our  economy,  bringing  animals  into  the  lives  of  customers,  greed  often  

corrupts  this  industry.  Many  dogs  suffer  at  the  hands  of  their  breeders  who  engage  in  inhumane  

activities  to  cut  costs  and  maximize  profits.  Behind  the  scenes,  facility  owners  pack  dogs  into  small  wire  

cages,  putting  the  animals  in  deplorable  conditions  while  waiting  to  harvest  their  offspring.    These  dogs  

live  a  life  of  continuous  breeding  in  these  conditions.    

These  animals  need  your  support.  Passing  the  Dog  Breeders  Licensure  Bill  will  help  put  an  end  to  

animal  abuses  in  Wisconsin.    Although  Wisconsin  law  does  not  endorse  this  treatment  of  dogs,  its  

relaxed  laws  do  permit  its  existence.  As  a  result,  owners  continue  abusing  their  animals.  Many  puppy  

mill  owners  have  flocked  to  our  state  to  open  more  facilities,  banking  off  our  weak  regulations.  We  must  

correct  this.  We  need  stricter  regulations.    

The  Dog  Breeders  Licensure  Bill  would  provide  these  needed  regulations.  Initially,  it  would  

require  all  dog-­‐breeding  facilities  in  Wisconsin  to  apply  for  a  license  in  order  to  continue  operating.  

Licenses  fees  would  vary  depending  on  the  number  of  dogs  in  each  facility.  The  Wisconsin  Department  

of  Agriculture  would  administer  licenses  following  an  inspection  of  each  facility,  ensuring  that  each  

facility  provides  its  dogs  with  a  proper  standard  of  care.    

Under  this  bill,  care  for  these  dogs  would  encompass  several  aspects.  The  bill  would  establish  

guidelines  for  dog-­‐breeding  facilities.  It  would  require  sufficient  and  clean  space  for  each  dog,  protection  

from  environmental  elements,  food  and  water,  and  veterinary  attention  when  needed.  It  would  also  

require  facility  owners  to  keep  their  puppies  for  a  minimum  of  seven  weeks  before  selling  them;  this  

Advocacy Letter

Munoz  2    

preventive  measure  protects  both  puppies,  who  have  weak  immune  systems  at  such  an  early  age,  and  

customers  who  have  often  purchased  young  puppies  who  have  unexpectedly  died  of  illnesses.    

This  bill  would  correct  Wisconsin’s  current  enforcement  problems.  By  requiring  a  license  to  

operate,  it  would  ensure  that  owners  maintain  their  facilities  and  abide  by  established  guidelines.  The  

possibility  of  repeated  inspections,  fines,  and  revocation  of  licenses  would  give  owners  incentives  to  

continue  operating  their  facilities  in  an  appropriate  manner.  

   Wisconsin  needs  to  reform  its  laws.  We  need  to  ensure  that  these  animals  receive  the  humane  

treatment  they  deserve.  The  movement  to  reform  Wisconsin’s  dog  breeding  laws  is  supported  by  The  

Humane  Society  of  the  United  States,  Wisconsin  United  Against  Puppy  Mills,  and  PETA,  among  others.    

However,  we  also  need  your  support,  Senator  Kreitlow.  Please  vote  to  pass  The  Dog  Breeders  Licensure  

Bill,  AB  250.    

 

Thank  you.  

 

Luis  Munoz  Public  Relations  The  Humane  Society  408-­‐802-­‐4236    

 

Works  Cited  

http://www.dosomething.org/tipsandtools/11-­‐facts-­‐about-­‐puppy-­‐mills  

http://www.hsus.org/pets/pets_related_news_and_events/puppy_mills_dark_hopeless_040408.html  

http://stoppuppymills.org/  

 

Luis  Munoz  

Intermediate  Non-­‐Fiction  Writing  

 

Puppy  Mills  radio  ad  

 

Radio  Station:  WCLQ (89.5 FM): “Your positive hit station”  

Audience:  Wisconsin  residents  of  legal  voting  age  

Message:  Support  the  Dog  Breeder’s  Licensure  Bill  to  enforce  more  humane  care  of  animals  in  puppy  mills.  

 

 

::  Sound  of  dog  whimpering  and  scratching  a  metal  cage::    

We’ve  all  heard  the  saying  that  “A  dog  is  man’s  best  friend.  How  about  the  dogs  that  spend  their  lives  in  our  local  puppy  mills,  locked  in  cages  for  years,  only  to  be  fed  and  bred?    

Each  year,  hundreds  of  dogs  in  Wisconsin  face  abuse  by  puppy  mill  owners,  forced  to  live  in  cramped  cages  with  little  food  and  little  protection  from  the  cold.  Many  of  these  breeder  dogs  will  never  get  the  chance  to  live  outside  of  their  cages  with  human  companions.    

You  can  change  this.    

Contact  your  local  Congressman  and  say  “YES”  to  the  Commercial  Dog  Breeder’s  Licensure  Bill  to  place  greater  restrictions  on  puppy  mill  facilities.    

For  more  information  on  how  you  can  help  stop  this  cruelty,  visit  NoWisconsinPuppyMills.com…..    because  every  dog  deserves  the  chance  to  be  man’s  best  friend.    

 Word  Count:  133  

Radio Ad

Sample work as a Photojournalist

Photography