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    Justin Honeycutt

    Internship Portfolio

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    AboutThe Marketing Arm is a next generation promotions agency that developscomprehensive integrated marketing campaigns for more than 100 blue chip com-

    panies, including Frito-Lay, AT+T, State Farm, Gamestop and American Airlines (the

    big accounts at the Dallas home office). The agency also offers top of the line con-

    sulting that spans nine emotional platforms with entertainment, sports, multicultur-

    al, and cause marketing. Among TMAs 22 capabilities are wireless marketing, shop-

    per marketing, content creation, sponsorship consulting, consumer and corporate

    events, and digital word of mouth or social media. The company is not a traditional

    advertising agency.

    To put it more simply, the Marketing Arm is an marketing promotions agency that

    creates broader integrated marketing campaigns that engage with consumers

    through multiple contact points, or mediums, rather than just one communication

    medium, such as through radio or television in advertising or newspapers and mag-

    azine articles in public relations. TMA develops IMC campaigns that do everything

    from run events for clients to promotions (through premiums, coupons and other

    promotional tools) to mobile campaigns to digital campaigns (along the same lines

    as a mobile campaign).

    The company was originally founded in 1992 as full service sports marketing agency

    but has grown to encompass brands from a plethora of different industries includ-

    ing the airlines industry, food/drink industry, insurance industry and communica-tions industry. And since its founding, TMA has been proud to take home a trophy

    case full of awards, including a prestigious Cannes Gold Lion award for the Beat

    the Doritos Super Bowl event and 6 Reggie Awards just last year. The agency was

    named Best Place to Work in 2011 by Promo Magazine.

    TMA joined the Omnicom Media Group in 1998 and has continued to offer results

    driven (the results of which are easily measured) integrated marketing campaigns

    for nearly twenty years since its founding. Today the company operates out of

    about a dozen offices across the U.S. and has a total of roughly 400 employees.The home office is located in Downtown Dallas.

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    Sports

    Emotional Platforms:

    PromotionsMobile

    Experiential

    Entertainment

    Shopper

    Multicultural

    Social

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    Position/Role:

    Experiential/Events Intern at the Marketing Arm

    State Farm account

    -also assist with AT+T and Frito Lay accounts occasionally

    Duties and Responsibilities:

    Conduct Account Research

    Prepare client lists and event itineraries

    Attend group meetings and brainstorming sessions

    Maintain close working relationship with local vendors to buy

    props and other products for State Farm sponsored events

    Work with budget and Comdata expense reports

    Collaborated with a team of 4 other interns to pitch Toyota as

    a potential client to intern coordinators and senior manage-

    ment

    Time Commitment:

    I work twice a week on Tuesdays from 10-4 each day. I also

    come in on Friday afternoons occasionally for a half day if my

    team is on deadline

    My internship is unpaid

    The Internship

    Requirements/Qualifications:

    Currently enrolled in an accredited college or university program

    eligible to receive school credit

    Proficiency in Microsoft Office (Word, Excel, Outlook, Power-

    Point)

    High level of organizational skills and ability to multi-task

    Excellent client relationship skills

    Outgoing, creative, and a self-starter

    Strong teamwork orientation

    Strong writing skills

    Strong research skills

    The Team:

    The State Farm team consists of 6 people, myself included. I

    work with one other intern named Mallory (who attends SMU) to

    complete tasks for the State Farm account specifically. I am cur-

    rently collaborating with a team of 4 other interns to pitch Toyo-

    ta as a potential client for TMA. We will make the presentation

    on May 4.

    TMA Days:

    We had two TMA days that I attended during my term as intern.

    One was the TMA Bowling Day where all TMA agencies across

    the U.S. gathered at specified Bowling alleys where we bowled

    several games, ate good food and drank free beer. We also at-

    tended a Rangers game earlier this year where we tailgated be-

    fore the game and all sat together in right field to see the Texas

    Rangers square up against the Seattle Mariners. The Rangers

    won 4-1 and Derek Holland threw one of his best games all sea-son to make the game even more fun.

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    Time Sheets:

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    Go to Bat is an annual cause related sweepstakes sponsored by State Farm. The event is held right before the MLBAllstar game every year and gives contestants the chance to win $18,000 for the charity of their choice. Contestants

    simply go online, choose a charity that State Farm will go to bat for and have the chance to win an $18,000 donation

    each week for 10 weeks. In addition, players will be entered into a drawing to win a trip to the 2012 World Series. The

    event was held this year at Kauffman Stadium (the Kansas City Royals Stadium) in Missouri.

    At the actual Allstar game coordinators from the team set up a State Farm tent and kiosk where visitors could learn

    more about the campaign and get involved. Contestants then literally went to bat by stepping up to the plate and

    aiming to hit certain colored sections of the field. The more colored areas of the field contestants hit, the more money

    they earn for their charity. Charities that contestants could Go to Bat for includedAFSP,FLASH,PSIandAfter School

    All-Stars.

    The Go to Bat campaign was the first event I worked on while an intern at TMA. The first day of my internship we

    spent most of the afternoon in the Inspiration Room (which I have a photo of on the front cover) brainstorming differ-

    ent ideas to improve on Go to Bat events from previous years. The biggest idea we came up with during the meeting

    was the decision to add the colored sections of the field to the game. We also added a trivia game visitors could play

    on computers located in the tent to test their MLB knowledge. I also put together a pricing list (how much it would cost

    to sponsor a home game at different MLB franchises) and season schedule to help my coordinators decide with what

    franchises we would want to run future events and when, which I have shown on the next page.

    Projects:State Farm Go to Bat

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    Team Profiles and pricing list for Go to Bat 2012:

    Projects:State Farm Go to Bat

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    Kids Farm Month has been an annual special event held at theWashington D.C. Zoo for the past 100 years. After the Zoo had to re-gretfully announce its decision to shut down the Kids Farm (an espe-cially fun part of the Farm Month) due to a lack of funding State Farm

    made the decision to put the money down in order to keep the KidsFarm up and running for the next three years. The TMA team has as-sisted with the event for the past several years, and I got the oppor-tunity to assist in preparing for this years event.

    I helped one of my coordinators, Lauren, find a fish tank (that wecould we could wrap with the State Farm logo) that we could use tocreate a game where little kids (or other visitors) could bob for ducksout of the tank that would have premiums and other offers from StateFarm on the bottom of them.

    My primary assignment for this event was to find a fish tank that wecould have purchased, delivered to FastSigns so that it could bewrapped with the State Farm logo and then shipped to WashingtonD.C. by the end of that week on Friday (I was given the assignment onTuesday). Since the event was for a Fortune 500 company I had to besure and find a fish tank that was presentable and unfortunately mostfish tank rental I found on part rental sites werent professional or pre-sentable at all. After several hours of searching for fish tanks(especially since it was bit of an oddball assignment) I happened tofind a couple of stock tanks used for cattle feeding on farms/rancheson a Tractor Supply site. The pricing was within our range and severalTractor Supply stores in the area had the tanks in stock in the exact

    size we were looking for. The next issue with this however was that wecouldnt purchase the stock tank over the phone and had to do so inperson. Frustrated with our bad luck but determined to buy the fishtank that would be a hit at our event, I volunteered to drive out toGreenville an hour East of Dallas to purchase the stock tank in personand all on the same day that the three tornadoes came sweepingthrough the Metroplex.

    Luckily (and while it definitely proved to be a challenge) we got thestock tank shipped, wrapped and delivered to the Washington D.C. Zooall on time. The event came out awesome and the fish tank proved to

    be a hit so I was proud to be a part of this success. On the next pageare a few photos of the event and of the stock tank I purchased for it.

    Projects:

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    Projects:

    Fish Tank before. Fish Tank after.

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    Projects:Oklahoma City Tour

    State Farm has been looking to put together a YoungAdult focused Get to a Better State campaign in the Oklaho-

    ma City area. My team has been concepting ideas for the

    past several months and came up with the idea to create aState Farm truck that would travel to local events (even to

    events fewer than a 1,000 people) five days a week between

    the months of June and November in the OKC area. Were

    hoping that after the campaign is a success that we could ap-

    prove a larger national campaign with State Farm trucks that

    run across the entire U.S. rather than just the OKC area.

    Since its our first year to run this type of campaign, weve

    been heavily involved in research and in planning the cam-

    paign for the past month. To the right is a picture of the trucksthat we will have travelling the area and so far weve come up

    with the idea to have a photo booth, t shirt station, a sunglass-

    es station, refreshment station and other fun activities out of

    the trucks. We will also have warehouses set up in the OKC

    area where we could store these activities in between events.

    Ive been working on creating a long list (so far weve found

    over 130 events) of events that we could travel to and spon-

    sor. The list contains info on everything from a brief descrip-

    tion of the event, pricing to sponsor the event (some events

    are free), the estimated attendance rate and contacts to each

    event.

    As you can imagine, compiling all the info needed to plan the

    event has taken a ton of time and is what I will most likely

    continue to work on for the remaining duration of my intern-

    ship. On the next page is a copy of the list Ive created so far.

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    Projects:Oklahoma City Tour

    DATE EVENT DISTANCE From OKC LOCATION SITE FEE DEMO

    EVENT

    TIMES

    EST.

    Attend. COMMENTS

    June

    5 /3 0- 6/ 2/ 20 12 Ma gn ol ia F es ti va l of O kl ah om a 9 9. 33 mi le s/ 1 h ou r an d 40 m in s D ur an t 1 0X 10 -$ 15 0, 2 0X 20- $3 00 F am il ie s

    Wed-3pm-10pm,

    Thurs-Sat-10am-

    10pm 20,000

    They have electrics,

    extension cords would

    need to be taken to the

    site, you would need to be

    there from start to finish

    5/29-6/3 Charlie Christian Int'l Music Festival Downtown OKC OKC African American

    5/31-6/6 NCAA Women's Col lege Wor ld SerieASA Hal l of Fame Stadium, OKC OKC

    Individual events

    vary 70,000

    Held annually in Oklahoma

    City.

    6/1/2012 OKC Redhawks v Nashville Sound Chickasaw Bricktown Ballpark, OKC OKC 7:05pm

    6/1/2012 First Friday Gallery Walk Paseo Arts District, OKC OKC Fri 6pm-10pm

    Held once a month, free

    admission

    6/1-6/3/2012 A Small Town Weekend 29.6 miles/ 35 mins El Reno 25,000

    6/2/2012 Wines of the West Festival Stockyards City, OKC OKC Sat. 12pm-5pm annual event

    6/2/2012 OKC Redhawks v Iowa Cubs Chickasaw Bricktown Ballpark, OKC O KC 7:05pm

    6/2/2012 Nescatunga Arts & Crafts Festival Ada 3,000

    6/2/2012

    Route 66 Sprint Triathlon

    Oklahoma State Championship 29.6 miles/ 35 mins El Reno typically no charge 35-40 7:30am- 12pm/1pm

    The race is over by 12 or 1

    but participants tend to

    hang around, not a huge

    crowd, some people camp,

    stay in hotels or go back to

    OKC

    6/3/2012 OKC Redhawks v Iowa Cubs Chickasaw Bricktown Ballpark, OKC O KC 6:05pm

    6/3/2012 Route 66 Blowout 95.8 miles/ 1 hour and 35 mins Sapulpa 20,000

    6/4/2012 OKC RedHawks v Iowa Cubs Chickasaw Bricktown Ballpark, OKC O KC 7:05pm

    6/4/2012 Downtown Dash

    6/4/2012

    Oklahomans Walk for Lupus

    Awareness at Oklahoma City Zoo

    6/5/2012 OKC RedHawks v Iowa Cubs Chickasaw Bricktown Ballpark, OKC O KC 7:05pm

    6/4-6/9/2012 National Sand Bass Festival 123.1 miles/ 2 hours and 10 mins Madill 50,000

    6/6/2012 Wednesday Night RAW 7:00pm

    6/6-6/8/2012 Oklahoma Riverfest

    7-Jun OKC RedHawks v New Orleans Zeph Chickasaw Bricktown Ballpark, OKC OKC 7:05pm

    6/7-6/9/2012 American Heritage Festival Grove

    6/8-6/9/2012

    Jim Shoulders Spring

    RoundUp Rodeo 92.3 miles/ 1 hour and 30 mins Henryetta 4,000

    8-Jun

    OKC RedHawks v New Orleans

    Zephyrs Chickasaw Bricktown Ballpark, OKC OKC

    6/ 8- 8/ 5 P ri x d e We st Art Ex hi bi ti on

    National Cowboy and Western

    Heritage Museum, OKC OKC Sat.-Sun 10am-5pm

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    A team of four other interns and I are currently collaborating to create apresentation where we will pitch our idea of bringing in Toyota in as a po-

    tential client to TMA. We will be presenting our client pitch to our internshipcoordinators and senior management (in the scenario) as if we are TMA pre-

    senting our idea for an IMC campaign to Toyota management. The presenta-

    tion is a great opportunity for the other interns and I to show what were ca-

    pable of producing and make a lasting impression on our hiring managers for

    future work opportunities.

    On the right are screenshots of the powerpoint that weve put together so

    far. We chose Toyota as a client to bring in because we know that TMA has

    been looking to bring in an automotive client for some time. We also know

    that Toyota has been dealing with some difficulties in boosting its image/

    reputation after the major safety recalls that were called on a lot of the com-

    panies automobiles. We believe that by bringing in Toyota as a client that it

    would be an excellent opportunity for the company to re-brand and start

    afresh. We really want to show the client that the Marketing Arm has a ton of

    advantages over its competitors, primarily being that we create integrated

    IMC campaigns that really engage with the consumers through multiple con-

    sumer contact points rather than one and have the ability to receive a lot of

    feedback (so its easier to measure) from consumers so that we can track

    step by step the progress weve had through our campaign on the consumers

    shifting viewpoints/opinion of the company.

    All four interns and I have been slaving away at preparing for the presenta-

    tion while finishing tests and projects for school. Were actually still in the

    development process of coming up with an awesome IMC campaign to pre-

    sent on but were planned to meet next Tuesday. Im sure everything will

    turn out awesome.

    Final Internship Project

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    Reconnect with Consumers Consumer activation through various platforms:

    Events Social Digital

    What TMA Can Do for You

    Rebuild Brand Image

    Change the way consumers think about Toyota Own up to the safety recall mishap

    Explain the recall as a good learning experience (we allmake mistakes but were stronger because of them)

    Reassure consumers Toyota is reliable and safe asever

    Still one of the most popular and trusted cars inAmerica

    Final Internship Project

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    Working with Budget and Comdata Expense Reports:

    OtherTasks/Projects:

    EXPENSE REPORT

    Name Alan Gonzales Date Submitted

    Department USMP PeriodCovered

    Client State Farm Purpose

    HOTEL/RELATEDEXPENSES

    Separate room tip Billable

    Date Location Room Charge/Tax Meals/Tips Phone Other Total Job Number NB Job Number G/L Code

    4/11/2012 Chicago Wireless Internet/Business 10.00

    4/11/2012 Chicago DailyParking 51.00

    4/12/2012 Chicago DailyParking 51.00

    4/13/2012 Chicago DailyParking 51.00

    4/13/2012 Chicago Visa (163.00)

    4/13/2012 Chicago Adjust DailyParking 51.00

    4/13/2012 Chicago Visa (51.00)

    TRANSPORTATIONEXPENSES (Airfare,Taxis,Car RentalandBusiness Mileage/OwnCar,parking)

    Date Destination/Location Airfare Car R ental Taxi Personal Car Exp. Total

    Subtotal:

    ENTERTAINMENTEXPENSES

    Date Type/Location/Persons Entertained/Topics Discussed Total

    Subtotal:

    OTHEREXPENSES

    Date Description Total

    Subtotal:

    Employee Total Expenses

    Signature: Date

    Manager Amount Due Employee

    Approval: Date

    Finance

    Approval: Date

    NonBillable

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    OtherTasks/Projects:

    NBA Trivia Game Questions: Home and Garden Expo Questions: