Embed Size (px)
Citation preview
Solid Insight, Forward Thinking
Kenneth KebaaraBrand Strategist
I was born and raised in Kenya and was lucky to do a lot of travelling around Africa. I was very surprised how different the cultures in the countries were, teaching me, no matter how geographically close countries are they all have their subtle differences. This sparked my curiosity about different people and something I have carried with me.
While in University I studied abroad taking classes such as “Race, Gender and the Mass Media” in London. I learnt a lot that I use everyday while interacting with people of different cultures.
I decided to pursue business entrepreneurship in university choosing this major as it incorporated business and creativity. Having had the pleasure of working with different entrepreneur’s , they usually asked my ideas on their businesses and different ways of positioning themselves in the market. It was around this time I was introduced to Account Planning and was surprised at how similar it was to my entrepreneurial consulting.
This was how my amazing journey in to the world or Account Planning began.
CASESSmall Business
Sabrina Cohen Foundation
Netflix
Opportunity:Small businesses make up 99.7% of all businesses in the USA however the economy has made it very hard on them thrive.
STRATEGY: AP: Nicole Castaro & Kenneth Kebaara
Creative: CW: Justin Lee AD: Kyra Wehby
In order to spread word about the “Backbone Collective”. We would first start by sending around small boxes with point cards to people in the community. There would be posters that are also put up around the neighborhood that are meant to show the personal service that small shops offer. There would also be a decal that would be put on shop windows to show the ones in the collective.
Online Experience/CommunityThe creation of an online community so that people can connect with people that shop at the same places they do and support the same shops they do.There are also rewards that they get that their online friends can see. They can also win gift that make them participate in the shop. This way , They are rewarded publicly/reputation and financially.
We had two opportunities in this case:First the general public did not know much about stem cell research. Second the general public knew less about the Sabrina Cohen Foundation.
STRATEGY: AP: Kenneth Kebaara & Nicole Castaro
Creative: CW: Eric Gorodoesky AD: Epiphany Reynoso
There was a logo change to make it more aesthetically pleasing. The website has also been made easier to navigate. People can either get information about stem cell research or if they already know about it they can donate.
Spread Awareness/The “I’M Contagious” Campaign
We came up with the “I’m Contagious campaign” as a play on the word contagious and spreading of the information about Stem Cell Research and the Sabrina Cohen Foundation. We got this message out though mascot “Bubble Boy” who a lot of people reacted to and we also used shirts with Hashtags (#) to spread information on sources like Twitter. Also developing print ads on paper that stains i.e. you leave your finger prints on when you touch it.
Opportunity:Netflix made some mistakes causing it to loose 1m customers. Though they have 24m customers , their share price dropped severely.
STRATEGY: AP: Nicole Castaro & Kenneth Kebaara
Creative (Print Ads) : CW: Eric Gordesky AD: Epiphany Reynoso
They will be placed in magazines and newspapers that baby boomers read. The posters will show that they finally after working all these years they can spend their time how they want and take control of the time.
Website Upgrade
The website keeps with the theme of the control and choice. The site is also more to be more social in order for them to interact with their friends as they are more likely to watch movies that are suggested to them by others.
