. 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
areness*
Account Team SaFsfac
Fon*
Average S
core**
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
Engages the rig
ht re
sources
Works to
gether on
a joint plan
Invests Fm
e to u
ndersta
nd
Regularly seeks feedback
Takes a
ppropriate a
nd Fm
ely ac
Fon
Provide
s info t
o max RO
I
EffecFvely
resolve
s issu
es/proble
ms
Appropriate gu
idance o
n security
Helps
underst
and lice
nsing
Curre
nt re
laFonship
Prefe
rred r
elaFo
nship
Overall Sa
t. (M
anaged NSAT)*
Provide
s good v
alue
Licensin
g -‐ Ea
sy to
manage
Licensin
g -‐ Flexible a
nd meets needs
Quality of pr
oducts
Security o
f products
Sofw
are r
oadm
ap
Views
MSFT a
s innovaFve co
mpany
Microosf Se
rvices S
aFsfa
cFon*
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