Nick

Jones"

Brand Planning Portfolio

Contents

Sabrina Cohen Foundation                                                                      4

T.G.I. Friday’s                                                                                                                        12  

Stride Gum                                                                                                                            19

About Me                                                                                                                           26  

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This portfolio is an overview of three separate case studies. These accounts were part of my Account Planning Bootcamp at the Miami Ad School.

These works are the result of collaborative efforts on the part of two separate, but equal, teams of planners and creatives.

Each study highlights the unique and industriously creative approaches we took toward real world business and brand issues.

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Sabrina Cohen Foundation  

Getting behind the human revolution

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*She loved it. We won the pitch.

Sabrina Cohen Foundation For Stem Cell Research

Sabrina Cohen Foundation

The Brand The Sabrina Cohen Foundation (SCF) is a non-profit fundraiser for research in stem cell science based in Miami, Florida, with a goal of giving two $25,000 donations a year to US based research doctors.

The Problem – People don’t see the potential of Stem Cell Science. People see Stem Cell Medicine as a technology that can only help the catastrophically unwell. The reality: Stem Cell Medicine will be the biggest breakthrough in technology for mankind since the Internet.

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The Plan - Create a movement that speaks to this brand’s higher purpose: Unite mankind under the flag of its own future.

Sabrina Cohen Foundation  

The Target - The Early Adopter

- 25 – 30 year old men and women - Make between 30 and 50 thousand dollars - Get behind other campaigns of change (Obama, Mac v. PC) - Are digital natives, comfortable interfacing online, sharing links

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The Strategy - Stem Cell medicine is a human revolution, not just a medical one.. "

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The Pitch Sabrina Cohen Foundation

By reinforcing the idea that this movement has huge implications on a global scale, we can give consumers the perspective on stem cell science we are trying to communicate.

Print ads to raise awareness and drive consumers to the video landing page.

“We are on the brink of a future saturated with promise, it is up to each and every one of us to see how brightly our flame can burn, for we are all connected”

Manifesto Video

The video is both the landing page for the site, and a stand alone with a link to the site at the end.

Sabrina Cohen Foundation   The Pitch

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The donation site is centered around one concept: the road to the future is long, but we can get there together – one inch at a time. The earth is 1.5 billion inches in circumference. At $1 an inch, the SCF will bring this medicine to life.

Each link will be unique in it’s number and geographic coordinates. Every link will also have links to the donor’s Facebook, and will show a small note detailing the donor’s reason for giving. This fosters a sense of community and a larger purpose.

Donor Site The SCF app allows users to check the progress of the donor chain, view donor Facebook pages, and view their own links.

With a donation of 20 links or more, participants would receive a physical link with a unique link number and a QR code on it.

“linking up” with fellow donors at sponsored locations to get discounts on tickets, food, or products.  

T.G.I. Friday’s                                  

From one fun to the next.

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T.G.I. Friday’s  

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The Plan – Relating transformations. Maturing the brand  

We are finding the sweet spot between run of the mill and run up a bill.

The Brand TGI Friday’s was established with a single objective: create a bar that encouraged young, single adults to mingle over cocktails. The brand would like to get back to the Friday flavor.

The Problem – Low rent brand experiences are pushing away young singles. Friday’s has become a stagnant brand to twenty-something customers. Faux enthusiasm, kitschy decor, and an immature atmosphere all negatively influence consumer’s brand experience.

T.G.I. Friday’s  

The Target The College Professional

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The Strategy

Mature your fun  We are growing up just like you;

Let’s make this transition a fun one.

Individuals that are less than 6 years out of college, are beginning their careers, and view bars as a social racetrack and alcohol as the vehicle. They are afraid of becoming “old”.  

Real World Randy Friday’s new brand ambassador is the embodiment of a slightly older version of our target. He bridges the gap between college and adulthood, and encapsulates the fun on each side.

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T.G.I. Friday’s   The Pitch

Randy has a series of TV and web spots that highlight his wacky but classy characteristics, and allow him to speak to the target about the transition that Friday’s is going through, and drive interest in his persona.

A microsite that allows you to post your friend’s face (using a picture from a social networking outlet) and list their immature behavior that isn’t in line with ideals of the new Friday’s. This would prompt a email to be sent to the targeted friend, where Randy stands on their shoulder and berates them for not classing up his fun.

Stride Gum                

Own awkward moments

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Stride Gum  

The Brand Stride is a brand that hit the scene in the early 2000’s and became an instant hit. They’ve positioned themselves as the “longest lasting” gum, a claim that is fairly ubiquitous in the category. Their wacky advertising endeared consumers through humor, and solidified the brand identity of “young and fun” in the mind of the consumer.

The Problem Stride’s momentum has fallen off, and their advertising has lost the shock factor that catapulted it to the top of consumers’ minds. Stride would like to re-position themselves as the brand that wants to celebrate non-sense.

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The Plan

Convince teens to embrace their awkward, ironic moments, by laughing at them with Stride.

Stride Gum  

The Target The Peer Pressured Risk Taker

- 14 - 17 year old boys - Risk takers, socially awkward - Largest segment of gum consumers - Highly adept at web-based sharing

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Teenagers are individuals who are just beginning to form their social identities. This lack of identity leads them to take risks. These choices often end up creating awkward and ironically funny moments. These moments however are often as ammunition against them by their peers, who ridicule them, thusly starting the cycle over.

We want to turn this cycle on its head by embracing the failure – by striding on.

The Strategy - You can take it in Stride

Stride Gum  

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The Pitch

#Strideon

Example videos of “strideon moments” to generate awareness and conversation. Communication placements in Web based, banner ads, mobile internet radio ads.

By creating a twitter hashtag, we can create a movement that is highly shareable and that, at its base, is about a universal truth: we all have to laugh at ourselves sometimes. The #strideon twitter page would allow people to tweet their moments to the community.

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Stride Gum   The Pitch

“Stridefying” videos

These kids love videos. Let’s get the message of Stride out through augmenting already viral videos with Stride brand representatives. Each would exemplify a strideon moment, illustrating Stride’s new stance on awkward moments being fun.

The teenagers of the world are some of the biggest consumers of online videos and pictures. Online spaces like FML, Texts from last night, FAILblog, and the like are disproportionately popular with our target demographic.

Stride Gum  

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A interactive billboard would be set up at concerts, featuring live feed of concertgoers tweeting their strideon moments from the show.

Everybody likes to see their name in lights…

The Pitch

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Stride Gum   The Pitch

Print ads illustrating athletes taking it in stride and taking their strideon moments to twitter. These ads would illustrate to the target that they aren’t the only ones who need to strideon, and they will evoke the humorous side of awkward moments.

About me

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I am a citizen of the world, and I take life in giant gulps. The single most interesting thing in life to me is hearing people’s stories. I want to know what series of bizarre circumstances (and we all have them) led whom I am talking with to that exact moment in time, standing right in front of me. It is this keen thirst for what shapes other people that drives me to believe in strategy. If you can understand someone through their experiences and stories, you can talk to those people from the viewpoint of a brand much more effectively.

Advertising, the way I see it, is a community comprised of people who knew their skills were valuable, but hadn’t a real sense of where or how to apply them. Then they, like myself, found advertising. This field is a place where practiced skills are repurposed in creative and exciting ways. No longer can a writer only write or an artist only design. This type of dynamic is conducive to team work, an element of any business that I see as critical.

I’ve been to all of the Americas, Europe, and Africa; I fear the day when someone asks me which is best.

I have a larger than life sense of humor. I have been in and out of improv comedy for the better part of the last 5 years, and I am always looking for a laugh.

I like good whisky, black coffee, and oxford commas. I studied Creative Writing and English at the University of Pittsburgh. I am from Philadelphia, Pennsylvania.

Nick Jones nickjones88@gmail.com 610 306 8506