Rachel spoont portfolio

. Rachel Spoont

Welcome To My Book

I’m an Excel fanatic, people loving, knowledge craving, flip-flop wearing, talkoholic who is always hungry to learn more. Social interaction is my forte and I believe the more diverse my relations are, the better.

But wait, there’s more...

What To Expect

NYSERDA

Vera House

Fooz Kids

BrioschiKids

The Weather Channel

GET

Harley Davidson

Microsoft

10 Things

Resume

One way to increase program awareness is to increase face time with customers.

Customer Persona

Unique ProblemNYSERDA offers commercial/Industrial programs that provide energy efficiency services for existing buildings, new construction, industrial facilities, and vehicle fleets. Corporations however, don’t know about these programs or where to access the information.

Assignment Increase NYSERDA (New York State Energy Research and Development Authority) brand awareness for commercial/Industrial programs among major corporations in New York State.

My ResearchUsing the NYSERDA website I sorted through hundreds of brochures detailing the energy saving programs. After compiling and organizing the information, I created a book detailing each programs offerings and the companies that would benefit most from each program.

In order to identify and understand the target audience I researched online journal articles, AAAA research databases and marketresearch.com.

Target AudienceC-level executives.

Example: Clyde van Wormer, SUNY (State University of New York) Director of Environmental Sustainability

InsightIt’s not only about having a green image; it’s also about capturing significant savings on the bottom line.

Deliverable Customer Journey and Persona

Fun Fact Although I was an intern at Eric Mower and Associates, the work I did for the NYSERDA client earned me the lead for the Vera House client.

NYSERDAEric Mower and Associates

Personalizing the gift giving process will increase a charity’s chances of receiving large donations. For the socialite, personalization means identifying networking opportunities that will result from donating.

Customer PersonaVera House

Eric Mower and Associates

Unique ProblemThe Vera House is a domestic and sexual violence service agency providing shelter, advocacy, and counseling services for women, children & men. The non-profit agency relies on major donors to finance its services and in this difficult economic times major donations have decreased dramatically.

Assignment Increase Vera House donations among major donors.

My ResearchIn order to identify who major donors are and why they contribute I read the book “The Seven Faces of Philanthropy: A New Approach to Cultivating Major Donors” written by Russ Alan Prince and Karen Maru File. The book outlined seven different personas of major gift givers. To dig a little deeper, I used MRI+ and Simmons to uncover the best vehicles to effectively reach the target audience.

Target Auidence Communitarian, Devout, Investor, Socialite, Repayer, Altruist and Dynast Philanthropists.

InsightPhilanthropists donate to charities for different reasons. Identifying these reasons and personalizing the gift giving process will increase a charity’s chances of receiving large donations.

Deliverable Customer Journey and Persona.

Fun FactI was the lead planner on this account. I complied all of the research and created the deliverable. I reported directly with the managing partner of Eric Mower and Associates.

Unique Problem Fooz Kids is a software application that provides kids with a secure and entertaining Internet environment controlled by parents. However, advertising a product that appeals to both children and parents can be difficult.

AssignmentIncrease Fooz Kids brand awareness among parents and children. Campaign messaging must be communicated across digital and cable environments.

My ResearchBy running studies on Simmons Choices III, reading Mintel Reports, and conducting surveys, I was able to learn general psychographic trends amongst the Fooz Kids target audience. I also consulted Nielsen @Plan and ComScore analytics to understand consumer digital media consumption habits. However I was not satisfied with seeing the target as just statistics and numbers, I wanted to flesh out the target audience through qualitative research. This extensive effort included 16 in-depth interviews, 2 home visits, and ongoing digital ethnographies.

Fooz KidsS.I. Newhouse School Of Public Communications Viral Video Content

Banner Ads

Sponsored Facebook Page

Target Auidence Tech savvy, Internet conscious mothers.

Insight“All parents under the sky have the same heart.” -Chinese proverb

1. Children are the best agents of persuasion 2. It isn’t about protection from harmful material on the Internet; it’s about protection of childhood and innocence 3. Mothers are desperate for advice on how to be good parents to digital native

Deliverable Creative, engaging advertising campaign.

Communication“Fooz Kids: Approved by kids. For kids.”

Fun FactThis campaign was chosen as the winning campaign. My professor was former CEO of Saatchi & Saatchi LA.

BrioschiKidsS.I. Newhouse School Of Public Communications

Crystal Light Inspired Administration Packets With

Disposable Cups Attached

Print Advertisement

Communication

Deliverable Creative, engaging advertising campaign. Brioschi Kids packaging.

Fun FactI had the opportunity to meet Neal Ford, creative director of Saatchi & Saatchi. Neal taught me what it takes to create a powerful presentation when pitching to a client. As a result of his lessons, I presented the campaign using all pictures in my PowerPoint.

Unique Problem Brioschi has been settling heartburn, acid indigestion, and upset stomachs all over the world for generations. Based on an all-natural formula, Brioschi starts to work instantly. Created for adults, Brioschi challenged our class to create packaging and messaging for the new line of Brioschi kids.

Assignment Create a targeted campaign, including packaging, to increase BrioschiKids brand awareness and make the antacid part of the consumer consideration set.

My ResearchUsing Mintel, Warc, Simmons, MRI+, Marketresearch.com, published journals and news articles, I gained a deep understanding of typical parenting lifestyles. However, the numbers didn’t speak to me emotionally. I decided to interview 16 moms in one-on-one interviews. Talk about emotion.

Target Auidence 30-45 year old married, detailed oriented Moms who are college educated and earn an average annual salary of $50,000 to $100,00.

Insight1. Moms tend to stockpile OTC medication. 2. Relentlessly reading labels, these Moms want to know ingredients, overdosing hazards and symptoms. 3. Ease of medicine administration is top of mind when deciding which OTC medicine to buy. This includes packaging that will fit in the medicine cabinet.

The Weather ChannelS.I. Newhouse School Of Public Communications Mobile App

Banner Ads

Personalized T.V. Commercials

Communication

InsightConsumers do not have control over the weather. Therefore, consumers check the weather to find out how it will effect their day. In other words, The Weather Channel has been missing the next step. It’s not so much about the forecast; it’s about how the forecast effects people’s lives.

Deliverable Creative, engaging advertising campaign. Branded content organized in an engaging way.

Fun FactThis was the final campaign for the Masters program. Our class pitched in New York City to The Weather Channel’s CEO, CMO, SVP of Research, VP of Creative Solutions, VP of Design and VP of Brand Strategy. Those mentioned above chose my campaign as the winning campaign.

Unique Problem The Weather Channel is most often used and thought of as a utility brand. Consumers use The Weather Channel platforms (cable, online and mobile) primarily for daily weather updates. However, this information is not engaging and consumers are not interacting with the brand beyond obtaining the forecast.

Assignment Broaden the definition of The Weather Channel brand in the consumer’s (and the advertising community’s) mind from a trusted utility brand to a trusted and engaging lifestyle brand.

My ResearchUsing Mintel, Warc, Simmons, MRI+, Market Research.com, Published Journals and news articles, I conducted secondary research to find out why consumers check the weather every day. In order to find out more I created an online survey asking respondents to identify their current perception of The Weather Channel Brand, their favorite weather related story, reasons for checking the weather and who in their home checks the weather. The results included over 65 respondents from a wide variety of areas including New York, Florida, Pennsylvania, Massachusetts, Texas, Kentucky, Ohio, Missouri and Maryland.

Target Auidence Digitally focused consumers living in A and B counties who want additional relevant content along with the weather forecast.

Communication

InsightIn order to effectively reach qualified students, GET messaging must be specific to highly motivated students who are in school with the sole purpose of job placement immediately after graduation. Most of these students will be interested in studying aboard and will often choose the GET program instead of studying over seas.

Deliverable Creative, engaging advertising campaign.

Fun Fact The GET IE program is sponsored by J.P. Morgan Chase. Our class met with senior staff from JPMC to learn more about the program.

S.I. Newhouse School Of Public CommunicationsGlobal Enterprise Technology

Print Ads In School Newspapers

Are YOU Thinking About

Studying Abroad? Want Something Better?

globaltech.syr.edu GET Wired In & Log Onto

For More Information

Floor Decals Student Owned Twitter Account

Computer Tags & Screensavers

Unique Problem The School of Information Studies at Syracuse University is home to the interdisciplinary Global Enterprise Technology (GET) minor. This minor prepares students to understand how one develops and manages global enterprise information systems. The minor includes an intensive and integrated opportunity that places students within the workplace for eight months as contributing members of a company. Different than co-op programs through other Universities, the IE opportunity melds the “real world” experience within the workplace and coursework with a basic requirement of 9 credits earned simultaneously. However, spreading the word to qualified students on a large campus can be difficult.

Assignment Increase qualified student applications for the GET IE program.

My ResearchUsing MRI+, Simmons and Mintel I was able to uncover the type of student who would be interested in a program such as GET. In order to dig deeper, I conducted one-on-one interviews with previous GET IE students. I also created an online survey and distributed it to information technology students.

Target Auidence College freshman, juniors and seniors who are highly motivated and interested in information technology or business management.

S.I. Newhouse School Of Public CommunicationsHarley Davidson Media Plan

Media Budget Goal Sheet

Unique Problem Baby boomers are the primary consumer for Harley Davidson Motorcycles. However as the baby boomer generation continues to get older, Harley must refocus its efforts and expand its target market to younger generations. The difficulty is, Generation X and Generation Y are very different from generations before them. They are tech savvy, drawn to big cities and have trouble relating to the Harley Davidson lifestyle.

Assignment Persuade Generation X and Generation Y to purchase Harley-Davidson motorcycles and to reach them for the least amount of money. 80% of the $22 million budget will be allocated to traditional media and 20% will be allocated to social media.

My ResearchUsing the Media Flight Plan Software I was able to develop the media plan charts shown. These charts are based off of statistical analysis and simulate real media buying. Using Simmons Choice III I was able to uncover the media platforms Generation X and Generation Y most often use. In order to revel current Harley Davidson brand perception among Gen X and Gen Y I created and distributed and online survey.

Target Audience As Baby Boomers grow older, Harley-Davidson must expand to a younger, more diverse market. These markets will specifically target adults between the ages of 18 and 35.

InsightAccording to primary research results, the Internet is the number one medium used as a source of information among Gen X and Gen Y.

Communication“Win a Harley, become king of the road.”

Facebook users can like the page and receive updates. Print ads will feature QR codes. Trending Twitter topics will be used to promote the campaign.

Deliverable An integrated media plan to increase Harley Davidson in the Gen X and Gen Y consideration set.

Fun FactThe majority of the money is spent on the Internet on targeted Web sites, keyword search and social media because the target audience is tech savvy. Heavy-ups were used in spot markets based on high CDI of motorcycle sales and lower BDI of Harley Davidson. Due to budget limitations, heavy-ups in spot markets are only running during the months that also have high national GRPs.

80% of the $22 million budget will be allocated to traditional media and 20% will be allocated to social media.

September through February will be the months when messaging is strongest as this is when consumers will start considering a Harley Davidson purchase because it’s before the spring and summer time.

Knowledge Systems & ResearchMicrosoft

Enterprise Customer Satisfaction Survey Summary      ATU:    MROCCO      AM:    TIMAR

321

4 4 90 9 9 9 9 9 9 8 9 NA 9 9 4 4 NA NA NA 9 9 9 9 8.9

3 4 90 9 9 9 9 9 9 9 9 NA 7 8 4 4 NA NA NA 9 9 9 9 8.8

3 4 77 8 8 7 7 8 8 8 8 7 6 7 4 4 NA NA NA 8 8 7 8 7.5

4 4 77 7 8 7 8 8 8 7 8 7 8 9 3 NA NA NA NA 8 8 8 9 7.9

4 4 90 9 9 9 9 9 9 9 9 9 9 9 4 NA NA NA NA 8 5 9 9 8.7

4 4 90 9 9 9 9 9 9 9 NA 9 9 9 4 NA 8 7 7 8 7 8 9 8.5

3.7 4.0 86 8.5 8.7 8.3 8.5 8.7 8.7 8.3 8.6 8.0 8.0 8.5 3.8 4.0 8.0 7.0 7.0 8.3 7.7 8.3 8.8

**  4  point  scales  excluded  from  average

Ellio9  Artz,  IT  Project  Mgr-­‐ApplicaFons

Weak

Neutral

     HSBC  (US  -­‐  Chicago)  (US  -­‐  Mid  West  -­‐  EPG)

Average  Score

Sammy  Balakrishnan,  Security  Execu5veSco8  Augello,  Chief  Procurement  Officer

Strong

Al  Tempera,  IT  Project  Mgr-­‐Sys  or  NetworkBryan  Krall,  Project  Director/Manager

Joe  Talarico,  Director

*  4  point  scale

Account  Team  Measures   Corporate  Measures   VerbaFm  Detail  Complete  Customer  

Response  Data  file  

Account  Team  Aw

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Account  Team  SaFsfac

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Average  S

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IRO  

Account  Team  Awareness  

RelaFonship  Alignment  

Corporate  Measures  

Account  Team  Measures  

Non-­‐RMS  Metrics  

RMS  Components  

RMS  

Survey  Summary  Dashboard  

Survey  Summary  ECS  for  Major  Managed  Q4FY09  

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Works  to

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Invests  Fm

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       Click  a9ribute  for  verbaFm  detail  

Microsoft Dashboard

Unique Problem Microsoft is world renowned for the software it manufactures, licenses, and wide range of products and services predominantly related to computing through its various product divisions. Dominating the business-to-business sphere, Microsoft has its products and services in all of the top global companies. However, in order to stay number one, Microsoft must continually improve its products and services, especially among its top 300, global clients.

Assignment Microsoft Account Managers are responsible for supporting specific accounts. The interactions Account Managers have with their clients are vital to healthy relationships.

My ResearchTo evaluate the health of each relationship my team and I created a survey in over 50 languages and distributed across all seven continents. Our team analyzed data using SPSS and Excel.

Target Audience Microsoft Account Mangers and their clients.

Deliverable In order to report findings, I created a dashboard using Excel macros.

Fun FactThe dashboard I created received high praise from Kevin Turner, Chief Operating Officer of Microsoft.

The Relationship Management Measurement (RMS) score represents the health of the relationship between a client and Microsoft. The score is based off of a 0 - 100 scale. The premise underlying this approach is that healthy relationships result in a higher propensity to seek Microsoft solutions to meet current and future needs.

NSAT refers to Net Satisfaction. NSAT scores are used to measure the overall health with Microsoft.

Number of people nominated to take the Microsoft survey for the HSBC account.

Number of respondents for the HSBC account and, of those, how many were C-Suites.

A breakout of the dashboard detailing each respondent’s survey results.

Knowledge Systems & ResearchMicrosoft

AM: ALEXCRES

ATU: SMCBRIDE

CRMAccountID: 1+77Q2+978

4 Overall  SaBsfacBon  with  MicrosoH  products,  services,  and  support  (NSAT)

4 Customers  knowledge  of  the  MicrosoH  Account  Team

4 SaBsfacBon  with  MicrosoH  Account  Team

ACCOUNT  TEAM  INTERACTION  (1=Poor,  9=Outstanding  Performance) MicrosoB  Score Top  CompeEtor

1 Invests  Bme  to  understand  strategic  prioriBes 6 6

1 Works  together  to  address  a  joint  plan  for  top  prioriBes   7 7

1 Engages  the  right  resources  to  deliver  value  including  using  partners 6 8

2 Regularly  seeks  feedback  on  ways  to  improve  the  relaBonship 9 1

1 Takes  appropriate  and  Bmely  acBon  based  on  feedback 7 7

2 Provides  informaBon  to  maximize  ROI 7 6

1 EffecBvely  resolves  issues  or  problems  that  arise 7 7

Provides  appropriate  guidance  to  address  ongoing  security  concerns 4 9

Helps  in  understanding  how  licensing  agreements  best  support  needs 6 9

What  one  thing  could  the  MicrosoH  Account  Team  do  to  help  you  be  more  successful  in  your  role?

CORPORATE  MEASURES  (1=Poor,  9=Outstanding  Performance)8 Quality  of  products

6 Security  of  products

Helps  in  understanding  the  soBware  roadmap/aligns  technology  to  meet  goals

MICROSOFT  SUPPORTEngaged  MicrosoH  ConsulBng  Services  (MSC)?

SaEsfacEon  with  MicrosoB  ConsulEng    Services  (MSC)

Does  your  organizaBon  have  a  MicrosoH  Premier  Support  Services  agreement?

4 SaBsfacBon  with  MicrosoH  Premier  Support  Services  agreement?

OVERALL  RELATIONSHIP Current Preferred

MicrosoH  relaBonship  score  where  (1=Product  Supplier,  9=Strategic  Advisor) 5 9

Please  describe  what  your  preferred  relaBonship  would  be  with  MicrosoH?

1 How  likely  would  you  be  to  recommend  MicrosoH  to  a  colleague  or  customer?   Definitely  Would

CUSTOMER  COMMENT:  "Spend  more  4me  understanding  my  strategy  on  a  frequent  basis,  specifically  for  security  and  not  just  general  IT."

Yes

CUSTOMER  COMMENT:  "I  would  like  to  understand  how  MS  can  simplify  our  technology  landscape  and  management  overhead.  This  takes  a  lot  of  presales  investment  and  MS�s  behalf  which  I  can  some4mes  not  be  cost  effec4ve."

CUSTOMER  COMMENT:  "The  security  product  set  is  really  large  -­‐  we  need  consistant  reminders  and  updates  /  training  around  how  your  products  can  help  to  improve  security  /  ROI.  "

4

6

Yes

MicrosoB  Score

CUSTOMER  COMMENT:  "The  issue  was  not  with  MCS  members,  but  more  around  the  consistency  of  knowledge  of  the  FOSE  environment.  We  had  several  contradic4ons  in  MS's  understanding  of  their  own  product  and  therefore  could  not  migrate  to  it,  even  though  it  would  have  saved  DeloiQe  100�s  of  thousands  of  pounds."

Somewhat  DissaEsfied

Very  SaBsfied

ENTERPRISE  CUSTOMER  SATISFACTION  SURVEY  -­‐-­‐  IMMEDIATE  RELATIONSHIP  OPPORTUNITY  (IRO)Avtar  Sehmbi,  DeloiVe  &  Touche

MicrosoB  Score

8

SiebelContactID:        1-­‐IRJPXQ

Chief  Security  Officer

INDIVIDUAL  RESPONDENT  DETAIL  -­‐-­‐  INTERVIEW  COMPLETED:  02/05/10

CUSTOMER  COMMENT:  "MS  seem  to  have  specific  and  dedicated  func4ons  /  people  to  gain  feedback.  For  example  EPG  Customer  and  Partner  Experience  Lead  (CPE)  Rebecca  Corke  &  the  sa4sfac4on  surveys."

CUSTOMER  COMMENT:  "The  MS  team  rela4onships  are  fantas4c  -­‐  I  get  on  really  well  with  the  en4re  team.  This  makes  me  feel  as  if  MS  understand  what  I  am  trying  to  achieve  within  the  security  technology  landscape."

CUSTOMER  COMMENT:  "More  frequent  and  security  focused  EBC  sessions  -­‐  supported  by  technical  deep  dive  sessions  where  needed."

Very  Well

Very  SaBsfied

Very  SaBsfied

Assignment Uncover critical issues and concerns that require immediate action or course correction. Immediate Relationship Opportunities (IROs) are triggered by customer responses to specific questions scoring below a certain threshold or indicate a significant gap between Microsoft and versus competitors. The IRO provides a listing of all survey questions, with numeric scores and any associated open-end responses, along with color coding of the responses to indicate nature of rating.

My ResearchTo find critical issues and concerns a survey was created in over 50 languages and distributed across all seven continents. The data was analyzed using SPSS and Excel.

Target Auidence Microsoft Account Mangers with critical client issues.

Deliverable I created an Immediate Response Opportunity scorecard using Excel macros. IROs were generated and delivered to Account Managers on a weekly basis.

Fun FactThe IRO scorecard I created received high praise from Kevin Turner, Chief Operating Officer of Microsoft. Microsoft CEO, Steve Ballmer, credited the IRO scorecard as one of the most beneficial reporting measures for increasing Microsoft customer satisfaction.

Red numbers indicate a low scoring survey result for a specific question. Shown here is top competitor receiving higher scores than Microsoft.

This question identifies a customer’s satisfaction with Microsoft support. If a respondent scores this question with “Somewhat Dissatisfied” a verbatim is triggered and an explanation must be provided. Verbatims help identify how Microsoft can improve from the customer’s point of view.

Immediate Relationship Opportunity

10 ThingsProfessional Experience

Eric Mower and Associates, Syracuse, NYAccount Planning Intern | 8/2010-4/2011

Conducted consumer and Business-To-Business research to accelerate purchase behavior and loyaltyImproved understanding of target market clusters by researching and incorporating qualitative attributesDeveloped customer personas, customer journeys, insights and key messages matrix Developed key creative message for personas Clients included: TW Telecom, Unitrin, Merchants Insurance Group, Dymo and NYSERDAAnalyzed employee survey and used data to create an Eric Mower and Associates tag cloud

Terakeet Inc, Syracuse, NYInternet Marketing & Web Strategy Intern | 5/2007-8/2007

Maximized search engine visibility for Fortune 500 clients via search engine optimizationAudited and designed websites using HTML coding

JStokes Advertising, San Francisco, CAFreelance - Account Planning for Subway Client | 2/2011

Conducted secondary research using Simmons, MRI, Marketresearch.com and journal articlesDeveloped consumer insights to increase Subway’s dinner sales in the Los Angeles areaConsulted weekly with Account Executive via phone and e-mail

Knowledge Systems & Research, Syracuse, NYResearch Assistant Analyst serving KS&R client; Microsoft | 9/2008-6/2010

Developed, designed and implemented market research surveys in 25 different languages across all 7 continents Worked with Microsoft’s top 300 clients to increase customer satisfactionCollected, analyzed and interpreted data for qualitative and quantitative research studies Developed client dashboards and reporting standards Provided daily help desk support and data clarification for clients

Bentley-Hall, Inc. Sales and Marketing Strategies, Syracuse, NYMarketing and Public Relations Assistant | 5/2008-9/2008

Analyzed advertising rates and market share to increase Making Music Magazine brand awarenessManaged targeted press lists and their distributions Developed direct mail copy for subscription letters and evaluated response ratesIncreased Making Music Magazine website traffic using search engine optimization

Internship Experience

I have an unhealthy obsession with Jeans.

I helped rebuild The Gulf Coast (post Katrina) with Senator John Edwards.

I wear my heart on my sleeve.

There’s nothing more facinating than a great conversation and a good glass of wine.

Carbs are my food choice.

I can’t sleep without the sound of a fan.

I recently learned how to play golf. I can now make contact with the ball, almost everytime.

I love Twitter. @RachelSpoont

Part of the reason I moved to New York is so I don’t have to drive a car.

I ask questions because I love to learn.

EducationM.A. Advertising | 6/2011S.I. Newhouse School of Public Communication, Syracuse University

M.B.A. | Attended 8/2009-6/2010Simon Business School, University of Rochester

B.S. Psychology, Cum Laude | 5/2008State University of New York College at Brockport

OtherAdobe Creative Suite | InDesign, Illustrator, Photoshop, DreamweaverMicrosoft Office| Excel, PowerPoint, WordOther | SPSS, HTML

Address | 490 2nd Ave Apartment 4A NY, NY 10016

Phone | 315.420.7515 3