portfolio
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assistant account executiveKAITLIN ROBINSON
2assistant account executiveKAITLIN ROBINSON
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5 All About Me
6 Resumé
9 L’Oréal Brandstorm
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12Huggies
Relate Institute1518 Coke Zero
21 Other Projects
what’s inside
Land Development Project8
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My mom filled my home with cookies and always drew little decorations on my lunch bags. She taught me to love beauty and to appreciate the small details of life.
My dad travelled around the world for work and told me stories about the plac-es he had been. He loved language and culture, and I grew to love it as well.
Because of them I love design, baking elaborate pastries, and my facebook and cell phone are in Spanish.
I yearn to understand the blueprints and backgrounds of others. I relish in long conversations with wise, insightful people, but I also love time spent alone to with my own thoughts.
I love advertising’s ability to reflect and create our culture and its juxtaposition of business and creativity. I get excited about trends and technology and how this profession will keep me in the know.
Advertising allows me to delve into what already interests me–understanding people– and if I can understand I can inspire, uplift, and make them happy. That makes me happy.
all about me
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EducationBrigham Young University2008- June 2012 (expected graduation)
Communications BA: Advertising EmphasisMinor: Spanish
• Academic Scholarship• Coursework in Account Management, Planning, Media, Re-
search, etc.
ProfessionalExperience
Nordstrom November 2011- Present
• Worked as a Rover in all of the store’s departments.• Learning quickly about features and benefits of products and how to
sell them. • Commission-based sales position required strong customer service• Learned ability to be directive in finding and selling things customers
need, don’t know they need, or need more information on.
resumé
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BYU AdLab Summer 2010-Present
The BYU AdLab is a full service advertising agency run by students.
• Worked on projects for real clients as an Account Manager and strategist.
• Led teams of creatives, managers, and planners through research, planning, execution, and client pitches.
• Worked on accounts for: branding of a land develop-ment company, Huggies, Nature Valley, Zions Bank, New Grains Bakery, Relate Institute, and Coke Zero.
• Mac OS and Windows• Adobe Creative Suite• Microsoft Word, Excel, and Powerpoint• Qualtrics• SPSS• Great interpersonal skills• Strong presenter• Extensive training in studio arts and graphic design
AdvertisingExperience
Skills & Talents
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a work in progress... The Task:
A land development company came to the BYU Adlab and Bradley PR lab to name and brand a piece of land had previously been the site of a steel mill and is widely perceived as contaminated. It was our task to research this development, and find a way to brand it to motivate developers and businesses to build there. The next steps will be to create: a web-site, sales collateral, and a quarterly newsletter template.
My Part in it All:
• Account lead• Liason between the client and the team• Surveyed general public • Conducted interviews with business owners and land developers• Formed a creative brief/strategic document hybrid with public relations students• Worked with art directors and copywriters to name and brand
land development project
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• Worked with a team to create a an analysis of the position of The Body Shop.
• Conducted primary and secondary research on the brand
• Came up with a new and innovative product based on a need found in research
• Created a campaign strategy to best launch the product and market
• My team progressed to campus finals and presented to a team from L’oréal
• The Body Shop has great natural products that support good
causes, but so do a lot of other emerging brands.
• The Body Shop currently makes all of its profits during the holiday months.
l'oreal BrandstormABOUT
BRANDSTORM
THEPROBLEM
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“the body shop is known for pro-viding nourishing, good-smelling products so it’s believable that they would provide a facial hair remover that won’t be harsh on skin and will smell beautiful.”
the target loves and trusts blogs.
INSIGHTS There are millions of women seeking facial hair solutions, but none are sat-
isfied with the current product offer-
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design by miriam blanco
Solution
• We created a line of hair removal products that would be launched and promoted for the sum-mertime to boost sales.
• We decided to send out “Blogger Packages” that contained samples of the product for bloggers to try and review as a trusted source.
• Use of humor, a “no-big-deal approach” for a touchy subject.
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INSIGHTS:
Moms don’t trust panels of professionals, they trust real people with real experience.
Moms don’t consider time spent online as a release, but as an indulgence or guilty pleasure.
HUGGIESTHE TASK: Ogilvy Chicago gave my Account Planning class the task to find a way to improve the Hug-gies brands’ digital and social media presence. Our class conducted research and came up with a plan to make Huggies digital presence more meaningful to moms.
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what do we want our communication to say?
We understand you and what you’re going through. We’ve been there. We’ve run through the store with a baby who’s out of control. We know what it’s like to wake up in the middle of the night to a screaming toddler. We aren’t a panel of hired researchers spitting facts and figures at you. We are real people with real experience and we want to share what we know with you to make your life better. Cowritten with Zoe Clement
SAMPLE FROM CREATIVE BRIEF:
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ART DIRECTOR: Mika YermanCOPYWRITER: John Storey
MY PART IN IT ALL:• Secondary research on the brand
• Conducted ethnographies, friendship groups, and a survey with a focus on Internet use
• Led a team by organizing meetings and schedules.
• With a team, created a brand model and creative brief and pitched to a creative team.
• Pitched strategy and creative to a team of Account Planners at Ogilvy Chicago.
SOLUTION:
• Create a site full of tips and experiences from real moms that can be trusted, not just seen as a ploy to get them to buy more Huggies diapers. We want moms to believe that their time spent on the site is not just a guilty pleasure, but an important tool in making their lives better.
• We created a site that utilized Pinterest, a website many moms already use, to connect them with other real moms
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Relate InstituteTHE TASK:
The Relate Institute is a resource for premarital and marital assesment surveys made by a university-based research center in order to scientifically understand couple relationships. They came to the AdLab with the task of creating awareness and to drive traffic to their website.
INSIGHTS:The target is not on the verge of a breakup, but just trying
to constantly better their relationship by deepening their understanding of the other.
The scientific jargon used to describe the survey is confusing to customers.
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compelling truth:
Sometimes there are facets to yourself and your partner that are not easily known or understand. Relate helps you dive deep into your personality, ideas, and background to uncover those things so that you can understand each other more deeply therefore strengthening your relationship.
SAMPLE FROM CREATIVE BRIEF:
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THE SOLUTION:Communicate in a conversational way that the Relate Institute survey helps couples understand each other more deeply, strengthening their relationships and helping them last longer.
MY PART IN IT ALL:• Account Manager • Organized a team of Art Directors and Copywriters • Created a creative brief• Organized efforts to create print ads, logos, and brochures for the Relate Institute and flyers
for their National Marriage Day 5k.
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INSIGHTS:
Compromises are a reality to our target and they don’t believe that Coke Zero can have great taste AND no calories until they’ve tried it.
coke zeroTHE TASK:
The task was to find ideas on how to change the minds of young, black males and con-vince them that they no longer needed to live a life of compromise and that “And” could be a reality.
The target audience members are active content producers, making and uploading videos to YouTube
and other sites.
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role of the brand:
A world without terms: no more limits, no more pick and choose; no more this or that. “Or” is gone, so don’t even worry about a world of compromise. Here’s to a new view, accompanied by Coke Zero, the designer of an uncompromising world, where hot and cold, spicy and sweet, small and tall exist. That to Coke ZERO, the new-age creator, a world without compromise now becomes a reality. Welcome to your world of “And”. (Copywriter: Vanessa Burnett)
SAMPLE FROM BRAND MODEL:
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MY PART IN IT ALL:
• Account Manager of a team of Art Directors and Copywriters • Wrote a Creative Brief and pitched it to creatives• Narr• Helped create a digital campaign and pitched to a team at Translation in New York City
SOLUTION:
Utilize sites the target is already using (Youtube, etc) to show a dream world where they don’t have to compromise. The style of the dream world videos would be ech-oed in the out-of-home advertising that would give access to coupons through QR codes so that they can try Coke Zero and believe in “AND”.
Art Director: Chas Barton
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NATURE VALLEY (SUMMER 2010)
• Worked with a team in the BYU AdLab to find how the brand
• Suggested strengthening and expanding their digital presence.
ZIONS BANK (SUMMER 2010)
• Helped create and distributed a survey to young people in Utah and Idaho
• Conducted 3 interviews with Utahn teenagers to understand their feelings towards money,
Zions Bank, and banking in general.
FAMILY SEARCH (SUMMER 2010-FALL 2010)
• Family Search is the family history website belonging to the Church of Jesus Christ of Latter-
day Saints.
• Worked with a team and conducted several in-depth interviews to find out how they use the
Internet to trace their family history.
other projects