Portfoliowes young

wesyoung2300 Timbercrest Drive | Stillwater, OK 74075 | 580.304.2066 | wes.young@okstate.edu

educationOklahoma State University | Stillwater, OklahomaBachelor of Arts in Journalism & Broadcasting; Double-Emphasis in Advertising & Public Relations | December 2010

· GPA 3.77

experienceMcGarrah Jessee | Austin, TexasAccount Service Intern | May 2010 - August 2010

· Worked with the Whataburger account team and creative teams to deliver strategic, on-brand integrated marketing communication tools · Learned how to be an effective account manager in the agency process - client relations, research, timeline development and management, briefing, proofing, estimates, billing, results presentation - and everything in between · Facilitated multiple print, out-of-home and studio projects from client request to final file release · Assisted with pre-production, commerical shoot and post-production for 3 TV spots and several online banner ads · Assisted with photoshoot prep for point-of-purchase displays and product guides · Wrote and helped lead briefs for point-of-purchase materials, press kit inserts and branded apparel design · Researched, analyzed and compiled competitive insights, industry trends and consumer attitudes · Gained brand exposure to Shiner Beers, Costa Del Mar Sunglasses and Frost Bank

O-State Advertising: National Student Advertising Competition Team | Stillwater, OklahomaAccount Executive | September 2009 - April 2010

· Led a team of 15 peers through research to define the target audience, discover perceptions of the client and identify media use · Coordinated Creative, Media, Promotions and Production departments to craft a cohesive campaign for State Farm · Provided hands-on support to groups and individuals whenever necessary · Built and managed timelines to ensure departments met deadlines

American Eagle Outfitters | Stillwater, OklahomaSales Associate & Seasonal Shift Leader | May 2009 - Present

· Increased sales using deep knowledge and understanding of the product line to meet customer needs · Met and exceeded store goals by encouraging and empowering associates and emphasizing customer service

O-State Advertising: National Student Advertising Competition Team | Stillwater, OklahomaMember | September 2008 - April 2009

· Worked with 12 teammates to conduct research and develop an advertising campaign for The Century Council · Wrote script and presented the campaign with 4 teammates to a panel of accomplished industry judges

campus involvementOklahoma State University School of Media & Strategic Communication | Stillwater, OklahomaMedia Style & Structure Teacher’s Assistant | August 2009 - Present

· Prepared students for communications careers by leading them through exercises in grammar and AP Style

Oklahoma State University School of Media & Strategic Communication | Stillwater, OklahomaStudent Ambassador | May 2009 - Present

· Recruited prospective students by giving building tours and relating the advantages of the school

Oklahoma State University Advertising Club - AAF Student Chapter | Stillwater, OklahomaPresident | May 2009 - May 2010

· Coordinated monthly events including speakers, agency tours and social events, operating within a specified budget

Newsreleases

TheCenturyCouncil

NEWSRELEASE

June13,2009

FORIMMEDIATERELEASE ContactInformation:

JordynJacobs,IMCManager

Cell:(309)916‐7225

E‐mail:jordyn.jacobs@okstate.edu

LOCALBUSINESSOWNERSATTENDAWARENESSEVENT

TheCenturyCouncilInvites300LocalBusinessOwnerstoParticipateinthe“What’sYourCount?”Anti‐BingeDrinking

Campaign

STILLWATER,OK–TheCenturyCouncilhasstartedanewcampaigntocombatbingedrinkingoncollegecampuses,and

todaytheyaskedtheStillwatercommunityforitshelp.

Themayor,policechief,thepresidentofOklahomaStateUniversity,otheruniversityofficials,community

leadersand300ofStillwater’srestaurant,barandbusinessownersgatheredintheOSUStudentUnionBallroom.They

watchedaninformationalvideoandlistenedtoRobertCarmichael,arepresentativefromTheCenturyCouncil,talk

abouttheorganization,itsmission,andtherecentlydeveloped“What’sYourCount?”campaign.

“What’sYourCount?’wasdevelopedbystudentsandisacampaigntocombatbingedrinkingoncollege

campuses.Thesuccessofthecampaigndependsonthepeopleinthisroom,theOklahomaStateandStillwater

community,”Carmichaelsaid.

MichaelBohanan,theOSU“What’sYourCount?”CampusBrandRepresentative,spokeabouthowthe

University,businesses,andcommunitycouldbecomeinvolvedinthecampaign.HeandCarmichaelalsoanswered

questionsandgavemediakitsandgiftbagstothebusinessowners.

“Todaywewerepresentedwithaproblem,butalsowithanopportunitytofixthatproblem,”BurnsHargis,OSU

president,said.“Theplansarealllaidoutforus,allOklahomaStateandStillwaterhavetodoisfollowthatplan.”

“It’sanexcellentcauseandanexcellentcampaign,atleastbasedonwhatI’veseentoday.Myrestaurantsand

businesseswillhelpinwhateverwaytheycan,”StanClark,ownerofEskimoJoe’s,said.

“What’sYourCount?”willbeginatOSUand20othercollegecampusesinAugust.TheCenturyCouncilisan

associationofdistillersfoundedin1991withthegoalofreducingtheharmfuleffectsofbeveragealcohol.Ifyouwould

likemoreinformation,ortogetinvolvedwith“What’sYourCount?”pleasecontactMichaelBohananat(405)277‐5591.

NEWS RELEASE Oct. 6, 2009 FOR IMMEDIATE RELEASE Contact Information: Wes Young, Reporting Student Cell: 580-304-2066 e-mail: wes.young@okstate.edu

ARMY JOURNALIST VISITS OKLAHOMA STATE UNIVERSITY

Alumnus Shares Experiences In Person and In Print STILLWATER, Okla. – Staff Sgt. R. Fred Minnick Jr. will sign copies of his new book, “Camera

Boy,” and speak to students about his experiences on Wednesday.

An OSU alumnus, former Army journalist and now international freelance writer and

photographer, Minnick chose to kickoff his book tour on the Stillwater campus. He will be

signing copies of “Camera Boy” in the Student Union on Oct. 7.

Not only has he covered the Iraq war, but also written for The Oklahoman, Fast Casual

magazine, Kentucky Monthly and Bankrate.com. He was a contributing author of the Simon &

Schuster book “Blog of War.” Public relations professor Gina Noble saw a learning opportunity

for her reporting class.

“He had offered to come and talk to any classes if any of us wanted him,” Noble said.

“Of course I thought he was a great fit for my PR reporting class, for my students to see

how reporters work and to learn from a reporter.”

She said she hopes Minnick will show her students the importance of learning how to

write for the media and then be able to work with the media.

A 2001 OSU Agricultural Communications graduate, Minnick now lives in Louisville,

Ky., with his wife. Copies of “Camera Boy” are for sale at Chapters in the Student Union. For

more information about Minnick, visit http://www.FredWrite.com or e-mail him at

editor@fredwrite.com.

###

Company XYZ

P. O. Box 11, Stillwater, Oklahoma 74075 • 405-766-8983 • madeup@fake.com

Newsstories

Wes Young, Lab 2 Word Count: 511 Senator: Ken Salazar, D-Colo. Issue: Water conservation in Colorado The people of southern Colorado might have a reliable, clean and affordable

supply of water, thanks in part to Sen. Ken Salazar, D-Colo. (NEWS)

Water conservation has become an important issue during the recent months

because precipitation in southern Colorado is 81 percent below normal. Salazar has

worked tirelessly to secure more than $107 million in federal funds for several projects,

including the construction of the Arkansas Valley Conduit and the Animas-La Plata

Project. (SCOPE/CONTEXT)

The Senate Energy Committee approved funds for water conservation projects

Salazar sponsored. The projects fall under the 2009 Energy and Water Appropriations

Bill and the 2009 Agriculture, Rural Development, and Food and Drug Administration

Appropriations Bill. The committee also unanimously approved the Colorado Land and

Water bills on Sept. 11, according to a press release on Salazar’s Web site. (CONTEXT)

“In Colorado, water is central to our way of life,” Salazar said. “These projects

will expand the availability of water for Colorado residents and improve water quality

and safety.” (IMPACT)

The full senate has yet to vote on the bills. Salazar said he will work to ensure

funds for the projects remain in the final bills. (EDGE)

The Arkansas Valley Conduit Act is a cost-sharing provision between the federal

government and local entities. The total cost of building the conduit is $300 million, and

a proposed 35 percent will be financed by the federal government.

When completed, the conduit will deliver clean water to 16 cities and 25 water

agencies in six Colorado counties – an area slightly larger than the state of New

Hampshire.

Wes Young, Lab 2 Word Count: 511 Senator: Ken Salazar, D-Colo. Issue: Water conservation in Colorado

It will also help the communities reduce water treatment costs and better

conserve their existing water resources, Salazar said.

The Animas-La Plata Project has been a work in progress since the 1980s. As part

of a water rights settlement with the Southern Ute Indian tribe and the Ute Mountain

Ute Tribe, Animas-La Plata is a $500 million reservoir, conduit and pipeline project that

will provide a new source of water for approximately 100,000 residents in southwestern

Colorado and northwestern New Mexico, according to the Reclamation Bureau’s Web

site.

Salazar said the project is “not only the necessary thing to do – it is the right

thing to do.” Proposed federal financing for 2009 is $50 million.

In the South Platte River Basin, Salazar has secured $400,000 for improvements to

the water management system. Salazar said competing agricultural, industrial,

municipal and environmental interests in the area require that available water supplies

be well-managed.

Salazar has also championed financing for smaller conservation efforts included

in the 2009 Energy and Water Appropriations Bill. Salazar requested $150,000 in the bill

for the rehabilitation of the Jackson River Gulch Reservoir and more than $3 million to

aid the Army Corps of Engineers in completing several studies and projects designed to

increase water supply and conservation throughout Colorado.

Elected in 2004, Salazar is a member of the Energy and Natural Resources

Committee and the Agriculture, Nutrition and Forestry Committee. A southern

Colorado rancher himself, it seems only natural that he would make conservation

efforts one of his primary focuses.

1

StudentsLearnFromArmyJournalist’sStories

AformerU.S.ArmyjournalistwhocoveredtheIraqwarfrombehind

enemylinessharedhisexperienceswithaclassofpublicrelationsreporting

studentsonWednesday.

StaffSgt.R.FredMinnickJr.,a2001OklahomaStateUniversity

graduateandauthorof“CameraBoy:AnArmyJournalist’sWarinIraq,”

spoketoabout60studentsinpublicrelationsprofessorGinaNoble’s

reportingclass.HetalkedatlengthabouthisexperiencesanddutiesinIraq.

Someweregoodmemories,butnotall.Hetiedeachonebacktohisjobasa

memberofamilitarypublicaffairsunit–tospreadtruthful,positivenews

abouttheeventsinIraq.

Hismessagetostudentswasclearandsimple:everyoneneedspublic

relations.

“Thewayherelatedpublicrelationstoreportinghelpedmystudents

understandhowmutuallybeneficialeachjobistoeachother,”Noblesaid.

JordynJacobs,anadvertisingsenior,isintheclass.

“I’lldefinitelytakeawayhowheasanArmyjournalistwasabletofind

thegoodevenwhenthesituationwasbad,andhowhewasabletospread

thatgoodnews,”Jacobssaid.

Muchofwhathetoldstudentscanbefoundinhisbook,whichisfor

saleatChaptersintheStudentUnion.Minnickwillbedoingsigningsin

OklahomaCityandTulsainNovemberforthosewhowouldliketheircopy

signed.

2

“Iwantpeopletoknowthatone,publicrelationsincombatis

necessarybutit’snoteasy,andtwo,understandthatthere’sawholelotthat

goesonwithwarintermsofinformation,”Minnicksaid.

Hisunitwasn’tjustresponsibleforhelpingdisseminatenews.They

wereinvolvedincoordinatingallcommunicationeffortsexternallyand

internally,includingnewslettersdistributedtosoldiers.

OneofhismostdifficulttaskswasmakingsuretheAmericanpeople

andtheglobalcommunityknewgoodthingswerehappeninginIraq.Ifa

storyaboutrebuildingschoolsorbridgesran,itcamefromanArmy

journalist.

TheArmycouldn’tescapethefactbadthingsweregoingtohappen.It

waswar,afterall.Minnickandhisunithadtofindthepositivesinthe

negativethingshappeningaroundthem.

HecitedtheworkdonefollowingtheForwardOperatingBaseMarez

bombingasoneexampleoffindingthegoodamongthebad.

Aninsurgent,wearingabombanddressedinanIraqimilitary

uniform,enteredthemesshallatMarezonDec.21,2004.Whenthebomb

wentoff,itkilled22peopleincludingAmericansoldiers,contractorsand

Iraqisoldiers,andwoundingabout70others.

Thenationalandinternationalmediareportedonthedevastation,

oftenquotinganonymoussourcesandgivingfalseinformationbynaminga

missileasthecausefortheexplosion–anunfortunatething,becauseas

3

Minnicktoldstudents,thetruthistheonlythingajournalistshouldbe

telling.

Heandhisunitwenttowork,tryingtofindthepositive.Theyfoundit

inthequick,effectiveresponseofthemedicalunitswhodidexactlyasthey

weretrainedandsavedlivesthatmighthavebeenlost.

“Wewereabletotakethatbadandsay‘Itcouldhavebeenalotworse,

ifwewerenottrainedandreadyforthis,’”Minnicksaid.“Wesaidto

ourselves,‘Nationalmediaisnotgoingtopickthisup.We’regoingtofocus

ontheStillwaterNewsPressesoftheworld.’”

Theysentthestoryouttohundredsofsmallernewspapers.Thestory

waspickedupbyabout80percentofthem,andthestoryreachedacore

audience.

“Weneverdeniedanyofthebadstuff.

“Itwasn’tpretty,butitsentanencouragingmessagebackhome,that

badstuffhappened,butwewereready.”

Minnickmovedontolightertopics,tellingtheclassabouthiscivilian

work,whichincludeswritingstoriesaboutfastfoodchains,cattleandhorses.

Hesaidhismilitaryexperienceshelpedhimlearnhowtofindanangle,askill

hiseditorsappreciate.

NoblesaidshehopesshecangetMinnickbacktosharehisknowledge

withfutureclasses.

Hisfinalwordsofadvice:“Alwaysbeaccuratewithyourinformation

andlearnhowtoresearch.

4

“Googlewasn’there40yearsago.Takeadvantageofit.Butatthe

sametime,doublecheckyoursources,thelastthingyouwantistogetyour

factswrong.”

Marketingp r o j e c t s

WesYoungIMCAssignment28/31/09

Product:PerfumeBrand:ForeverYoungbyWesYoungKeyConcepts:Alight,sweet,yetsexyperfumeavailableinthreesizes–0.5oz,1.0ozand2.5oz–andasadeodorantandbodywash.ForeverYoungis“Thesweetscentsyoulovedasagirl,combinedinafragrancesensualenoughforyoutoloveasawoman.”TargetAudience:Womenages25‐40Plan:Asanewproduct,ForeverYoungwillholddebutpartiesinNewYorkCityandLosAngeles.High‐incomewomen,celebritiesandmembersofthepress,includingmagazines,willbeinvitedforaneveningofdrinksandsocializing.WomenwillbeaskedtocomewithoutputtingonperfumebecauseForeverYoungwillprovidethemwithsamplestowearduringtheevening.Aftertheparty,eachattendeewillreceiveafree0.5ozbottleandhavetheoptiontoupgradetoa1.0ozbygivingthenameandaddressofafriendanda2.5ozbygivingthenamesandaddressesofthreefriends.Thiswillbecomethebasefordirectmarketing.Wewillalsoplacefull‐pagescentadsinVogue,Cosmopolitan,AllureandElle.Point‐of‐purchasemarketingwillbeplacedindepartmentstoreswhereForeverYoungissold.Fragrancecounteremployeeswillreceiveafree0.5ozbottleforeveryfivebottlesofForeverYoungtheysell,inordertoencouragepersonalselling.Malladswillalsobepurchased.

WesYoungAirCannonMarketingMKTG3323.00301.22.09

1. Opportunity:TheAirCannonblastsairattargetsupto20feetaway.Itisappropriatefor

allages.UseAirCannonforairtag,practicaljokes,andasanattention‐getterfor

students.Thepriceis$19.95.

2. PositioningandDifferentiation:TheAirCannonisnewtothemarketandthefirst

productofitskind.Wewillpositionitassafe,funandsimplealternativetoother

shootingtoys.Therearenodartsorballstolose.Itdoesnotshootwaterorsticky

strings,sothereisnoclean‐up,anddoesnotneedtobeusedoutdoors.Itispainless,

unlikepaintballorairsoftguns.

EnvironmentalAnalysis:ThecurrentenvironmentwillbeopentotheAirCannonasa

newproduct.Indifficulteconomictimes,AirCannonisaninexpensiveyetfuntoythat

canbeembracedbypeopleofallagegroups,incomelevels,genders,andlocations.For

thosewhothink“green,”AirCannonismadeofsturdyplasticandcanbeusedforyears.

Becauseitdoesnotuseplasticbeads,ballsordartsthatneedtobereplacedthereisno

continuousfinancialobligation.Itwillalsoleaveasmallenvironmentalfootprint.

MarketingResearch:AirCannonanditsmarketingeffortswillbeextensivelytested

withyoungchildren,theirparents,andschoolteachers.Itwillalsobetestedtoalesser

degreewitholderstudents.

Marketing‐MixDevelopment:Asaproduct,theAirCannonhasalreadybeendeveloped

andisaproductworthselling.Theonlyrecommendationfortheproductisthatitbe

madeinavarietyofcolorstoappealtoallconsumers.

WesYoungAirCannonMarketingMKTG3323.00301.22.09

TopromotetheAirCannon,TVadvertisingandfamilymagazineadvertisingwill

beused.TheTVadvertisementswillfocusondifferentiatingtheAirCannonas

previouslydiscussed,whilemagazineadvertisementswillfeaturetheAirCannonasa

newfamilypastime.Directmailadvertisementswillbesenttoelementaryschools,

sellingtheideaoftheaircannonasasafe,funwayforstudentstoplaytagandbe

physicallyactive.Theywillalsobefeaturedasanewwaytocallonstudentsinthe

classroom.Astheyappearinschools,studentswillconvincetheirparentstopurchase

oneormorefortheirhousehold.

Tohelpgetsalesmoving,periodicsalespromotionswillbeoffered,suchasbuy

one,getonefreeorbuyone,getonehalfoff.Thiswillencourageconsumersto

purchasemorethanoneAirCannon.

PublicrelationswillcreateabuzzabouttheAirCannonbyholding“AirPlayDay,”

aneventincityparksacrossthenation.AirCannonwillpartnerwithsnackcompanies,

bottledwatercompanies,milkcompanies,cityparksandrecreationsdepartments,and

theDepartmentofHealthtopromoteadayofhealthandfamilytime.Anairtag

tournamentwillbeheld,andcarnival‐stylegamesinwhichtheAirCannoncanbeused

willbeplayed.AirCannonswillbeavailableforsale.Newsreleasesabouttheeventwill

beinallmajornewspapers,withpossibleVNRsinlargercities.Hopefully,“AirPlayDay”

willbecomeanannualevent,gainmorepartners,andbeheldinmorecitiesandtowns.

ThepriceoftheAirCannonissetat$19.95.Itwillbedistributedtoallmajortoy

stores,Wal‐Mart,WalgreensandCVS/pharmacy.

WesYoungAirCannonMarketingMKTG3323.00301.22.09

Themarketwillbesegmentedintochildrenagesfour‐12,theirparents,and

grade‐schooladministratorsandteachers.However,thereisnodoubtthataswordof

AirCannonspreads,othermarketsegmentswillbegintobuyAirCannon.

FiestaMartTeamFKMPlansbooktextSituational Analysis

Company Analysis: Fiesta Mart was founded in 1972 with the vision of providing customers with products unique to their culture. Fiesta blends product variety with customer service with an authentic “Fiesta” atmosphere and provides a unique grocery shopping experience for the customer. They create a market feel by renting kiosks to vendors who sell goods such as clothing, music, and jewelry and cell phones.

Competition: Wal-Mart and Super Target are obvious market leaders offering one-stop shopping for all needs at low prices. Krogerʼs, Randallʼs and HEB offer quality gourmet foods at higher prices and also offer other in-store services. Central Market provides high-quality, gourmet foods at higher prices in an appealing, high-end environment.

Target Audience: 25-45, White, English-speaking. Average household income $75,000.

Profile: Jeanine, a married 36-year-old mother of two children, daughter Alex, 8, and son Brady, 11. Her husband is a financial analyst at a major investment company. She works full time as a bank branch manager. Jeanine drives GMC Denali, likes to shop at the mall and takes her family to church on Sundays. She and her circle of friends take turns having dinner parties. Although she doesnʼt have as much time or disposable income as she would like to, she loves to travel and enjoys trying new things.

Strengths:

Multicultural Quality product Product variety Strong foundation Brand recognition Adapting to neighborhoods Variety of services Local-personal Fresher/better variety of produce Web site is easy to navigate

Weaknesses:

Attachment to Mexico Target mostly lower class Locations Store image/ambiance

FiestaMartTeamFKMPlansbooktext

Lack of friendly service Broad target Web site is strictly English or Spanish

Opportunities:

Change perception Location defines target Community involvement Increase advertising presence

Threats:

Low market share Highly competitive market Larger companies have more to spend on advertising

Research:

Secondary Research: Our marketing team visited Fiestaʼs Web site and the Web sitesʼ of its competitors – Wal-Mart, Target, Krogerʼs Randallʼs, HEB and Central Market – and drew from our own experiences at each of these stores. We found that that itʼs competitors tended to have more of a variety of products. Fiestaʼs website was superior to most stores.

We also looked at the target market by using Claritasʼ MyBestSegments, putting the ZIP codes of the key areas listed in the assignment: 77450, 77008, 7709 and 77006. We found that in these particular areas the demographics consisted of African American, Hispanic and Caucasian.

Our marketing team conducted primary research by visiting two of the Fiesta stores in Houston on 3803 Dunlavy St and 1020 Quitman St and conducted interviews with customers that were shopping in the store. Our marketing team also visited a nearby Flagship Randallʼs that was less than a mile away from Fiesta.

We found that Fiesta had the widest range and freshest form of produce in the area. The wine and beer selection was also superb. Many of the customers that were interviewed remarked that the quality of produce and meat was excellent, reasonably priced and one of the main reasons they continue to shop at Fiesta. Other customers enjoyed the wide range of International produce that they were able to find at this store that was not accessible at other grocery retailers.

Goal:

FiestaMartTeamFKMPlansbooktextChange the perception of Fiesta among higher income grocery purchasers and gourmet “foodies” to bring in more customers and drive sales.

Objectives:

Increase new customer traffic by 20%

Increase sales by 20%

Increase sales of other ethnic food/products by 30%

Creative Overview:

Key Consumer Benefit: Shopping at Fiesta makes you a good parent because you show your children first hand all the experiences the world has to offer.

Theme: Quality foods from around the world for people who live around the corner.

Media Overview:

Billboard:

During our primary research we also noticed that billboards for Fiesta were non-existent. We chose to do billboard advertising so that consumers are able to locate stores with greater ease. We decided to express the theme “The World is Just Around the Corner.” This form of advertising is local, and will capture the attention of people who pass by on a regular basis.

T.V. Commercial:

We wanted to express the cultural diversity aspect of fiesta through our commercials. The woman passing through different cultural markets shows the unique diversity of the groceries that you are able to buy in the store. The commercial may attract the attention of potential consumers who are interested in travel. The scene begins with a close up on a parrot flying, and then pans out to a woman in a street market of a particular country, for example, beginning with Japan, then Greece, Spain, Italy, and finally India, with the womanʼs attire changing with each country/ location. The parrot is flying around or static in each shot, but present, nonetheless, as well as a subtle flag of each country present in the background of each shot. The woman puts some item from each country in the Fiesta basket that she is carrying. It ends with the cashier saying, “Thanks

FiestaMartTeamFKMPlansbooktextfor shopping Fiesta.” The parrot lands on the payment station, and the potential for Co- Op items to be on the conveyer belt. The Final shot will be of the logo, and someone saying, “The world is right around the corner… Fiesta.”

The intro of the Parrot flying in lasts for three seconds, then the locations and their changes last for fifteen seconds, and the view of all the co-op items is roughly 2.5 seconds. The casherʼs line, as well as the landing of the parrot is 5.5 seconds, and the ending line lasts five seconds. All of this last thirty seconds for the entirety.

Direct Mail:

We will create a postcard that will contain a foreign dish recipe that includes an item exclusive to the store. The postcard will also contain a coupon for a particular product in the recipe, which will encourage the consumer to shop at Fiesta. The card will also be a collectable item that consumerʼs can use time and time again.

Promotional Overview:

In order to attract attention, an exotic bird keeper will be hired to represent Fiesta by wearing a branded T-shirt and carry around a live parrot. Consumers will be able to take pictures with the bird keeper as well as the parrot on their shoulder. The picture will be hung up in the home as a keepsake item and will also contain the Fiesta logo. The promotion will take place in high traffic areas such as local baseball games and upscale malls.

Rational for creative:

Direct Mail: the direct mailer is designed to look like a replica of a postcard. The design of the postage stamp coordinates with the geographic area of where the recipes are from. The postcard is themed around the idea of being shipped in from around the world, coming directly from that country straight to you through Fiesta.

Billboard:

The billboard was designed to let average grocery goers feel that worldly produce is available right at their fingertips. The simplicity and colorful visuals aid in attracting the eye to the advertisement. We also included the text “exit now” to let the consumer know the store is nearby.

Commercial:

FiestaMartTeamFKMPlansbooktextThe inspiration behind the commercial was to allow the viewer to imagine themselves in the woman shoes; shopping in the very place the produce is derived from. From the street markets of Japan to India the woman immerses herself with the exotic foods of several different cultures. At the end of the commercial as she approaches the checkout counter, she snaps out of it and realizes that she is actually shopping at Fiesta.

Budget:

T.V. Commercial spots - $1,860,000

6 Billboardʼs totaling- $180,000

Direct Mail- $1,800,000

Production- $152,000

Promotional-$8,000

Total Cost- 4,000,000

WesYoung9/02/09CreativeWorkPlanProduct:KraftRealMayoKeyFact:KraftRealMayoaddsflavor.Useitincasseroles,dipsandsalads.Combinewithotheringredientstomakesauces.Mayogoeswellonsandwiches,hamburgersandhotdogs.Youcanevenreplacetheeggsandoilincakeswithmayonnaise.AdvertisingProblem:Consumersperceivemayotobeonlyforsandwichesandunhealthy.AdvertisingObjective:PersuadeconsumersKraftRealMayonnaiseisn’tonlyaspread,aspoonfulortwocanimprovemanymealsandwon’tharmtheirhealth.ProspectProfile:Susan,aworkingmotheraged30‐50.Sheisnotthe“breadwinner”butstillworkshardtoprovideincomeforherfamilytolivecomfortably.Susanmakesherchildrenlunchesforschool.Shedoesherbesttopreparedinnereachnight.Shewantsthemealstobehealthyanddelicious–andshewantsthemtobeeasytomakesoshecanspendtimewithherfamilywhilecooking.Whenshe’snotaround,shewantsherkidstocontinueeatinghealthy,soshemakessuretokeeptherefrigeratorandcupboardsstocked.Shewantstokeepherfamilyhappy,providequality,andwantsittobeaffordable.Principlecompetition:KraftRealMayocompeteswithHellmann’sRealMayonnaise,Hellman’sRealLightMayonnaise,HeinzMayonnaise,MiracleWhip,mustardsandothersandwichdressings.Kraftisthecurrentmarketleader,butacrosstheboardmayonnaisesalesaredecliningasanincreasinglybusypopulationturnstopre‐packagedgoodsandrestaurantsfortheirmealsandglobalizationcreatesadesirefornewflavors.KeyConsumerBenefit:UsingKraftRealMayowillbringyourfamilytogether.Reason:Mayonnaiseisacondiment.Consumersputitonsandwichestoaddflavor.KraftRealMayocanbeputonmorethanasandwich.Momscanmakedipswithit,combineitwithotheringredientstomakesaladdressings,putitincasserolesandaddittoavarietyofotherdishes.BecausemomsusingKraftRealMayotopreparemealswillbemakingfoodtheirfamilieswilllove,thosefamilieswillcometogether–inthekitchentomakethemealsandaroundthetabletoeatthem.MomsmakingdipswithKraftRealMayowillknowtheirfamilieshavesomethingtosnackon.Kidsanddadsalikelovesnacks.Theclassicdish,thesandwich,isstillimportant.Momscanteachtheirkidshowtomakeagoodsandwichwhileputtinglunchestogether.Andmomanddadcanmaketheirlunchestogether.

Creativew o r k s

WesYoung10/14/09JB3603TVScript

‐MORE‐

Client:TOKYOPOTProduct:TOKYOPOTRESTAURANTTitle:HISTORYTime::30VIDEO AUDIO [1]OPENONACUOFTHETOPOFAPOTOFWATEROVERANOPENFIRE.SNOWISONTHEGROUND.

[1]INSTRUMENTALORIENTALMUSIC:UPANDUNDERANNCR:(VO)Athousandyearsago…

[2]ZOOMOUTANDTILTDOWNTOBRINGMONGOLIANSOLDIERSGATHEREDAROUNDTHEPOTINTOTHEFRAME

[2]ANNCR:(VO)…GhengisKhanstruggledtofeedhisarmy…

[3]ONESOLDIERDROPSATHINSLICEOFRAWMEATINTOTHEPOT

[3]SFX:SIZZILINGNOISEANNCR:(V0)…soheturnedtothecookingconcept…

[4]CUTTOCUOFSOLDIEREATINGMEAT

[4]ANNCR:(VO)...ofthehotpot.

[5]CUTTOAJAPANESEBUILDING [5]ANNCR:(VO)Inthetwentiethcentury,asmallJapaneserestaurantofferedhot‐potstylefood…

[6]CUTTOJAPANESEFAMILYAROUNDMODERNSHABU‐SHABUPOT.CAMERAPANAROUNDTABLE

[6]ANNCR:(VO)…andcalleditshabu‐shabu.

[7]CUTTOSTILLOFOUTSIDEOFTOKYOPOT

[7]ANNCR:(VO)Nowyoucanexperienceshabu‐shabuinStillwater,Oklahoma.

[8]CUTTOWIDESHOTOFINSIDEOFTOKYOPOT,PEOPLEAREDINING

[8]SFX:CONVERSATIONSANNCR:(VO)JoinustodayatTokyoPot…

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