Advertising Portfolio

ZOE CLEMENTZOE CLEMENTZOE CLEMENT

A c c o u n t P l a n n e r

I‟m blunt, witty, savvy, independent, and

optimistic. I use big words and still have the

mind of a little girl. Large audiences do not

intimidate me.

I grew up in a Texas town I sometimes forget

how to pronounce, and I disappoint people

with my lack of a southern drawl.

Observing others is one of my favorite things

to do. My creative juices are triggered

through watching others and seeing detail

others usually overlook.

I love rainy days, when I can sit inside and

read, or write, or just listen to the thunder

outside.

I love challenges. I set my goals high and

take educated risks when accomplishing

them. I have a keen sense of awareness.

Advertising is something that is ever

changing and evolving—something that I

crave in my day-to-day life.

CLICK ME

Pers

onal

Man

ifesto

EDUCATION

Brigham Young University, Provo, UT 2009—Present

Bachelor of Arts in Communications

Emphasis: Advertising

Minor: Sociology

EMPLOYMENT

Account Planner, BYU Adlab, Provo, UT Jan 2011—Present

Assist in the strategy and research for clients such as Hallmark,

Nature Valley, Huggies, Nestle, and Children‟s Miracle Network.

PR/Marketing, Big Brainz, Provo, UT Aug 2011—Present

Currently managing all school districts in Texas and Arizona.

In charge of selling them our educational software and keeping

them happy once they have and use it.

Social Media Director, Sygif, Provo, UT July 2011—Present

Includes Twitter, Facebook, blog and some website content.

In charge of all social media outlets for the company.

Publicity Coordinator, BYU Residence Halls Association, Provo, UT Fall 2009

Was in charge of creating advertisements and publicizing

events and activities to the freshman student body.

VOLUNTEER Special Olympics

Ronald McDonald House

ACTIVITIES / INTERESTS

Model 2009—Present

48-hour Film Festival, Entrant 2007—08

Interests include, fashion, art, humans, music, photography, and food.

Resu

me

The Task

Increase brand loyalty and product use among current social

media users, while leveraging owned digital media space.

My Job

The consumer. The insights. The strategy.

Main Insight

They enjoy nature but interact with it the same way, day after

day.

Strategy

CONSTRAINED BY THE CHORES OF AN EVERYDAY LIFE, THE NATURE

VALLEY CONSUMER EASILY FORGETS THE STEPS ALONG THE WAY

THAT GOT THEM TO THE FINISH LINE

Client

: Gen

eral

Mill

s

Posit

ion:

Acc

ount

Pla

nner

Profile Age: 20-35 year olds Educated and Active

Active role in social media

Engaged with blogging

Age: 36-55 year olds Family oriented

Passive role in social media

Insights The Nature Valley consumer has an active

lifestyle but is not a health fanatic. They enjoy nature but interact with it the

same way, day after day. This consumer tends to forget that they can find nature anywhere, whether it Is at a national park

or in the corner of their office. Captured in the world of social media, these consumers tend to keep up with what others are

doing more than updating their own wall. They enjoy nature but interact with it the same way, day after day.

Strategy

CONSTRAINED BY THE CHORES OF AN EVERYDAY LIFE, THE NATURE VALLEY

CONSUMER EASILY FORGETS THE STEPS ALONG THE WAY THAT GOT THEM TO THE

FINISH LINE.

Creative

By Andrew Tui

Digital Record

Micro-site that integrates social

media

Connects consumers to the brand

For more technologically savvy consumers

Application runs in the background

Pre-set “check-in” times

Each check-in creates a waypoint

Syncs with your profile on the micro-site

It’s Not Just Where You’ve Been…

All about the way you interact and experience the world around you

Tweets + Facebook layered on your path

A way to connect & share

A digital record

Sprung from an idea of a Nature

Valley “fortune cookie”

Exclusive to national parks

First digital granola bar

Look down at your shadow. The closer it is to you,

the stronger the sun‟s UV rays are. It also means

you‟re becoming less ale. Enjoy that.

Thousands of creatures inhabit this very forest. So

just be advised you are always being watched.

Like a parent Facebook stalking their kin.

Congratulations! You just won 5 free music

downloads! And remember, don‟t go chasing

waterfalls, please stick to the rivers and lakes.

Congratulations! You just won 50 check-ins! Huz-

zah!

My Job

I took on a few different roles with this spec project. I mainly headed the group as an

Account Mananger; I was responsible for communicating to the “client” (our Professor)

all concerns, questions, and executions we were responsible for. I also did a large

majority of the research we conducted in the planning stage of the campaign.

Specifically, I helped direct the interview and write the online survey we used for our

primary research. I also assisted in writing the copy for our print ads. Lastly, I teamed up

with one other person to write, organize and compile the entirety of the Ad Plan Book

for the account.

Client

: TO

MS

Shoe

s

Posit

ion:

Acc

ount

Pla

nner

Summary

We wanted people to know TOMS as a giving

organization, not just a shoe company. Our hope

was to get the idea of “One for One” out to our

target audience and make the public more

aware of the admirable movement TOMS has

begun. We feel that TOMS has a great opportunity

to connect on a more personal level with their

customers by making advertisements that depict

the impact and change a single person can make

on a child‟s life by simply buying a pair of shoes.

Strategy

FOR THE LAID BACK INDIVIDUAL SEEKING TO GIVE TO A GOOD CAUSE, TOMS FITS

YOUR LIFESTYLE AND PROVIDES A WAY TO CONTRIBUTE TO SOMETHING PERSONAL AND

SIGNIFICANT

Client

: TO

MS

Shoe

s

Posit

ion:

Acc

ount

Pla

nner

Insights

Many seek new styles and fashion and rather than changing themselves to fit the styles, they

mold the styles to fit their unique fashion sense. → Results in new trends forming

It‟s not so much that they care about being different. They go about searching the internet,

browsing various chic and abstract fashion catalogs, and observing the newest styles coming

out in the media.

As far as charity is concerned, 95% of those surveyed feel it is important and 90% feel the most

accomplished when they can help someone on an individual basis.

Creative Art Director: Jason Brady

Copy: Zoe + Jason

Without these shoes, I would have more closet space, more money

in my wallet...and I wouldn’t have made a difference.

When Jason bought his pair of TOMS, the life of a child was

changed significantly, linking their souls despite the distance. Before

this child received a pair of shoes he walked miles for food, water

and medical attention, barefoot. You, too can be like Jason and

help better a child‟s life.

The Task

Make JCP more relevant in the lives of women aged 25-34

The Problem

JCPenney is my grandmother‟s department store where I can

find something for everyone in my life except me.

My Job

Primary/secondary research. The brand model. The strategy.

Client

: JC

Penn

ey

Posit

ion:

Acc

ount

Pla

nner

Strategy

THESE WOMEN ARE MODERN DAY RENAISSANCE WOMEN WHO

LOVE THE EMPOWERMENT THEY FEEL WHEN THEY ARE THRIVING IN

THEIR PURSUITS. THEY VIEW SHOPPING AS ANOTHER BATTLE TO

CONQUER, AND LOVE THE CONFIDENCE THEY GAIN WHEN THEY

BUY A STYLISH OUTFIT FOR A MUCH LOWER PRICE THAN ITS

DESIGNER COUNTERPART.

Current Brand Position

My grandmother‟s department store where I

can get something for everyone in my life

except me.

Conceptual Target

Passionate, Price-sensitive Pursuers

These women know who they are, what they

want, and won‟t back down from a chal-

lenge. Whether they‟re in the business field or

raising a family, they have a clear map for the

future and love being on top of their goals.

They are constantly making decisions and

nothing excites them more than knowing that

they have made a good choice. There is an

extra thrill when they know they‟ve made a

smarter choice than their friends. These

women believe in the power of wearing stylish

clothing and yearn for the confidence it pro-

vides. They feel a sense of accomplishment

when they see those who spent an inordinate

amount on style when they spent a fraction of

the price and receive compliments on it all

the time.

Core Desire

Buy confidence for less.

Compelling Truth

With a wide selection, JCP‟s merchandise

allows the consumer to convey her individual

expression. JCP provides consumers with time-

less clothing that won‟t go out of style next

season. The quality of the products assures

women that their purchases are worth the in-

vestment, as the clothing will physically stand

the test of time.

Selling Idea

Wearable Empowerment

Brand Model

Survey Results

Insights

Accomplishment: these women derive confidence from

the clothing they wear, helping them achieve more

Tactical Shoppers: they carefully weigh options in stores

and want to make sure they‟re buying the smartest op-

tion

Renaissance Women: they are jacks-of-all-trades, in-

vested in a multitude of activities and need an equally

flexible wardrobe

Big Idea

You are the woman the future will revere,

JCPenney will give you the tools to write

your own story. With the timeless attitude

and look of JCPenney, you can conquer

like Cleopatra, entice like Aphrodite, rule

like Queen Elizabeth I. Embrace yourself

and leave your mark.

Articulation

Leave a beauty mark on history

Creative

By Brandon Osmond

The Problem

The current target demographic for Hallmark is dying.

My Job

The consumer and the insights.

Main Insight

Social media is changing how people communicate with their

friends.

Client

: Hal

lmar

k

Posit

ion:

Acc

ount

Pla

nner

Profile

Age: 18-24

Sex: Female

Interests: outdoors, traveling, family, friends,

blogging, fashion

Dreams: To be happy, have a family, two dogs,

a good job…

Work Status: part-time secretary, full-time student

Education: BA in Humanities, minor in Spanish and

Sociology

h i p s o c i a l s a v v y d i f f e r e n t f u n

Shopping Habits

Frugal

Therapeutic

Sporadic

Industrial

Social

Insights

Social media is changing how we communicate with people.

Less personable, but more convenient.

Are you always satisfied with a silly wall post?

Solution

Hallmark is the trusted brand that always

gives you the perfect card. We all have a

hard time putting our feelings into words, but

Hallmark knows exactly how to wish a happy

birthday or tell your spouse how much you

mean to them. You buy a Hallmark card for

the people you really care about—your more

than virtual friends.

lient

: Hug

gies

Posit

ion:

Acc

ount

Pla

nner

The Task

Find ways for the Huggies brand to better reach moms through

mobile and social media.

My Job

As account planner, I participated in writing the online survey,

conducting an ethnography, and moderating a friendship

group. I helped write and present the final brand model and

creative brief.

Client

: Hug

gies

Posit

ion:

Acc

ount

Pla

nner

Current Brand Position

“Huggies. Embrace the Now.”

Future Brand Objective

“Huggies. Embrace the Now, and the

technology that comes with it.”

Conceptual Target

“Young mothers with one foot in motherhood

and one foot in cyberspace.”

These moms are young and tech savvy. Even

though they spend most of their day at home

with the baby, they do not want to be iso-

lated. They use the internet to keep up with

their friends and follow popular blogs. Their

lives are hectic and messy, and their time

online is considered by them to be an indul-

gence. The happiness of their baby is the

most important thing in the world, and much

of their time spend online has to do with their

home and family.

Core Desire

More than just a product.

Huggies will mean more to moms than just

diapers that get the job done. The Huggies

website and presence on social media sites

are a trustworthy resource where they can

get helpful information on all things related to

their baby. The information won‟t be coming

from researchers, but real moms with real ex-

perience who really understand them. It will

be a place where they can fell connected to

other moms and up to date on news and

trends.

Role of the Brand

To provide reliable products using the latest

technology and trends to be there for our

moms at all times.

Compelling Truth

Huggies.com and the Huggies Facebook

page are more than just a sales pitch.

Selling Idea

Use the Internet as a way to connect with our

customers on a deeper level.

Brand Model

Advertising Objective

We want mothers to begin to think of the

Internet and social media as a means of con-

necting with the Huggies brand. Whether it be

by using the Huggies website, the Facebook

page, or blogging about their Huggies prod-

ucts.

Target

We are talking to younger mothers with chil-

dren that are still in diapers. These young

mothers have and use the Internet, social me-

dia, and/or blogs frequently in their day to

day lives. Their Internet use can be as broad

as their personalities; be it for work, an es-

cape, a research tool, or a connection to the

outside world.

Cultural Tension

We‟re seeing a tension rise with working moth-

ers who are still trying to have a happy home

life. The stay-at-home mom is no longer a glo-

rified status, so moms are looking for ways to

make their lives and roles meaningful aside

from being a mother. There is a tension be-

tween real life communication and cyber

communication. These moms may not get to

see their friends regularly, but the way they

stay connected is by using the Internet. They

now face the choice between getting their

information and ideas online and from people

in real life

Communication

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 tod-

dler. We aren‟t a panel of hired researchers

spitting facts and figures at you. We are real

people with real experiences and we want to

share what we know with you to make your

life better.

Assignment

We want to create a website utilizing popular

sites that mothers use such as Facebook and

mommy blogs to make Huggies a hub of

relevant information for these mothers.

Creative Brief

Huggies Blog

We want to make a blog that allows

mom to find the information she‟s seek-

ing for herself and her baby. She‟ll be

able to fill out a profile that will cater

the blog posts to her interests.

Designated mommy bloggers will blog

about various popular subjects in the

baby world.

Huggies Pinterest Moms

We will have designated

“Huggies Pinterest Moms”

who will pin material from the

„Little Time Left‟ website onto

Pinterest, so that they will be

in sync with one another.

They will also pin other photos

that will link to helpful sites for

moms across the web.

If up to five photos are

pinned by a user off of the

„Little Time Left‟ blog, they are

sent a coupon for Huggies

diapers.

Zoe Clement

about.me/zoecorinne

[email protected]

(512) 507-0701

Cont

act I

nfor

matio

n:

Thank You ZOE CLEMENT