2016 AD TEAMHOW APPLICATIONSCAN BE MOREINTERESTING

& ASHLEY PAULMENO“Made from the best

stuff on Earth”

THE RED COATS ARE

COMINGp.g. 11

AVANTImeans move forward

A Quick Snappleshot of

ASHLEY PAULMENO

11504946(214) 717-7837

anpaulmeno@crimson.ua.eduPublic Relations and Anthropology

68 credits | 3.727 GPA | 3.4 Major | Spring 2017

UH 300Marketing Communication:

Changing Minds, Changing Business

Solving a Communication Issue

Dr. Tonya Nelson’s Marketing Communication class consisted of the students finding a client and solving a communication problem within their organization.

My individual client was Smoothie King. Smoothie King has two locations in Tuscaloosa, one is on University BLVD and the other is located inside the University of Alabama Student Recreation Center. Both locations are owned by the same person, and employees often would switch the locations that they worked at. On a normal day, the location at URec would double the profits of the location on University. After con-ducting primary research by talking to students and faculty on campus, it was evident that there were two main issues-- awareness and understand-ing.

Most people weren’t aware of the location on the University, and didn’t realize how close in proximity it was to them, or the fact that the Univer-sity location has a more extensive menu than the Urec location.

After doing secondary research on Ready to Drink smoothies (RTD) in a broad sense, I was able to narrow down the target market to 18-24 year-old-students who are too busy to eat traditional meals, and 35-55 year-old-faculty members interested in new and innovative ways of eating healthy.

The Real Campaign was created to highlight all the ways that Smoothie King can be a healthy supplement in a person’s diet. “Real. Productive.” “Real. Fast.” “Real. Healthy.” These were all headlines to creative that I hand-drew for the campaign. Each creative showcased different aspects of Smoothie King’s location and products in a manner that would connect with the target markets. Primarily executed by Smoothie King’s social media account, this would work for both target audiences due to their similarities in their understanding of Smoothie King.

The Client

Wake up

Report to the Ferguson Center

Sing the fight song as loudly as possible in front of confused students and parents

Explain the difference between Bama Cash and Dining Dollars several times

Make a slightly awkward joke that makes the Bama Bounders feel more relaxed and comfort-able

Eat lunch with new friends

Teach the fight song

Play battleship in the UREC pool

Go to sleep and get ready to do it all again

5:00

6:30

9:00

11:00

11:30

12:00

3:00

8:30

12:30

Avanti University of Alabama Orientation Leader

Day in the life of an Avanti... Avanti means move forward, and that is something that our team kept in mind during our summer of orienting incoming students to the university of Alabama. Beyond just registering students for classes, as a team we recognized one of our main goals as creating a welcoming environment that a student could see himself or herself living in. That could mean dancing like crazy at the recreation center or comforting them when the stresses of registering for classes occur.

Public speaking was a routine aspect of this job. Whether we were speaking in front of a few hundred parents and stu-dents or in a small group of just Communication and Social Work students, we represented the University of Alabama to them all.

It was important that we all held our own weight, because there is a lot that goes into the day-to-day process. As a team we spent the summer making sure that the incoming class of students were prepared for the next step of their lives.

The New York Times Marketing August 2015

This year I’ve been given the opportunity to work as a Student Ambassador for The New York Times.

All the student representatives were flown out to New York City to attend NYT’s annual Marketing Summit. At this conference we were able to listen to presentations given by Digital Marketing Man-ager, Uyen Vo, and many others from social media managers to Pulitzer Prize winning writers. I was amazed by the attention to detail in every decision that the marketing team made. We were all handed newsletters and differ-ent creative, and talked for hours about the differences in colors and verbiage used. The smallest changes could imply different things about the paper itself and the type of peo-ple using the information.

Most of these presentations fo-cused on branding and the image that NYT wants to portray to its audience. One of the main issues that the brand is facing now is with millennials. Through their research they have found that the millen-nial generation is still reading the news- but not necessarily through traditional channels. Instead, social media has become a way for people

to access news from multiple sourc-es on their own terms. This is more comfortable to the target market than having to go and actively seek out the news. New products like the “NYT Now” app is targeted toward this age group, but it is free, so it is not contributing to their revenue.

As a way to promote paid subscrip-tions within this target market, NYT has created an education rate that gives students and professors- basically anyone with a .edu email address- access to The New York Times for a dollar a week.

Our purpose as student representa-tives is to create our own marketing initiative to spread the knowledge of this discounted rate to students on our campuses. This includes social media posts on our person-al channels, and conducting our own primary research to gauge the prevalence of NYT on Alabama’s campus.

COMPLETED COURSE LISTAPR 231

APR 260

APR 271

APR 280

APR 300

JN 311

ANT 102Cultural Anthropology

UH 300Marketing Communication: Changing Minds, Changing Business

ANT 436Social Structure

How will participating in Ad Team contribute to your own personal and/or professional goals?

What are the ways you think you can best contribute to this project?

What are your initial thoughts about Snapple as a client?

What area of the agency are you most interested in? If not selected for your first choice would you be willing to happily work on another area?

Hours Available

This Semester

Monday Evening:Free from 5-8

Thursday Evening:Free from: 7-9

Hours Devotable

I believe that ad team should be looked at as a job or internship. That being said, I would be available around 20 hours a week.

I would prefer to work on either the creative or public relations team, but I would be happy on the media team as well.

Snappledefinitelysparkedmyinterestandisa huge reason as to why I am applying for ad team. The brand that they have created is one that, I feel, can be exciting to promote. I enjoy their style and how everything is bright, cheerful, and clean. When started the creative proccess for Smoothie King, Snapple was a product that I looked to for inspira-tion because of their simple and fresh style.

Ad team would be an incredible opportunity to personally grow while surrounded by other high achieving students that really care about their educa-tion. I hoped to be pushed out of my comfort-zone because I believe that is the only way that you can findoutwhatyouarecapableof accomplishing,andthe best way to learn.

Through being and Avanti and a C&IS Am-bassador, I understand the importance of the group dynamic. I hope to translate my passion of public relations and design work to contribute to the cre-ative design process collaboratively with the team.

ASHLEY PAULMENOServes 1 ad teamPrep Time: 20 years

1 Public Relations major

1Anthropology major

4 Understandings of Adobe software (Illustrator,

InDesign, Photoshop, and Premiere)

1 LinkedIn

1 Instagram: @ashleynekole

“Made from the best stuff on earth.”

Red Coats. Reese Phifer. Rotunda.

The image above is a sample of the deisgn layout for the C&IS Ambas-sador biweekly newsletter.

Understanding the Leadership role

I have been a C&IS Student Ambassador since the second semester of my freshman year. As a group we work to uphold the image of the college to multiple audiences including donors, alumni, faculty, and students.

This past year I was elected as the secretary of the group. The responsibilities include all public relations initiatives. One of the first things that I implemented was the organization’s first internal news-letter. The newsletter is sent out biweekly and is a quick reference to important information. It holds upcoming event information, the Google Docs link to our event sign-up sheet, and meeting minutes for those who were not able to attend.

As a group, we hope to help further advance the goals of the col-lege and represent it with students who understand the importance of leadership.

Special Thanks to...Mr. Little for scaring me into being better, and presenting this opportunity to his

class.

Alex Green for his photography.