Daniela Krystyna KuczInterdisciplinary Student | Passionate Learner | Creative Thinker

Avid Multiculturalist | Account Planner

Daniela Krystyna Kucz

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table of contents

about daniela case studies Coco Cafe TUI Travelresumecontact information

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about danielaI am passionate about people and I am endlessly curious.

I have lived in many countries across the globe, including Poland, England, Germany, the Czech Republic, the Netherlands, the United States and Singapore.

I am currently a senior at Swarthmore College with an expected B.A. in Gender & Sexuality Studies and Biology in June 2014.

I am highly familiar with all components of the research process and I have experience with conducting interviews, ethnography, and collecting quantitative data. I have analyzed and synthesized my research results in reports, essays, and news articles. I love seeing my work make an impact, so I have given many presentations and workshops.

Account planning would allow me to channel my fascination, my cross-cultural fluency, and my love of thinking into productive, targeted work.

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advertising that inspires me

understands what drives humans

reflects the diversity and complexity of human identities recognizes the importance of cultural context

invites participation, not just observation

enables digital and physical spaces to converge

touches and empowers through its authenticity

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Coco Cafe

objectiveDetermine the target audience for this innovative new product and introduce it to the market.

target audienceUrban American Millennials, 20-30 years old, strained by the demands of today’s fast-paced world.

researchDesires of Millennials

Millennials wish to satisfy their desires and live a full life. They believe they can achieve anything, at work or at home, and wholly commit to doing so.

Increased Stress

Millennials are the most stressed generation. Wages are low, demands at work are high, and self-expectations are incredible. Shortly put, Millennials are feeling the brunt of the 21st century.

Fast-Paced Lifestyles

Millennials are highly interconnected and expect everything to be available at the tips of their fingers.

insightLiving life to the fullest can be exhausting. Coco Cafe can replenish and reawaken the energy Millennials need to live their lives.

strategyCoco Cafe is more than an energy boost - it is a wellness product. Targeting Millennials, the campaign would be digital, social, and interactive:

“With Coco Cafe, you can maximize your life” online short film.

“Time for a Coco?” representatives ask individuals outside of offices, gyms, and urban centers as they hand them Cocos.

“Time for a Coco?” lifestyle app that will help you achieve your goals.

“#timeforacoco” Instagram campaign where drinkers show how far their Coco takes them. Most creative entries would be featured online.

backgroundCoco Cafe is a novel and unique beverage. It is refreshing coconut water café latte containing natural coconut water, a shot of espresso, and reduced-fat milk. It comes in Original, Mocha, and Vanilla flavors.

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Time for a Coco?

TUI TravelresearchMiddle Class Circumstances

Being middle class means you face a lot of uncertainty. It is much harder to sustain quality of life than it used to be, and the middle class is hardworking and busy. Middle class families must always anticipate the unexpected, and saving money is a daily reality.

Middle Class Aspirations

Being middle class is only partially about income, it is mostly about aspirations. Middle class Americans want to own a car, provide their children with a college education, be homeowners, and go on vacations.

insightTUI isn’t just a brand - it’s a whole network of travel experiences. No matter what you’re saving for or where you want to go, TUI has your back. With TUI, you can have the holiday of your dreams - leaving the uncertainty at home.

strategyA primetime TV campaign and print ads showing that with TUI, there’s no need to choose between one aspiration and another.

“New car... or new destination? There’s no need to choose.” (p.9)

“New home... or new resort? There’s no need to choose.”

“Kids in college... or kids on the beach? There’s no need to choose.”

To be reflective of the middle class, the TV campaign will feature families of various ethnicities and sizes.

backgroundTUI Travel is a global leisure travel group that provides its customers with specialized holiday experiences. TUI prides itself on putting the customer first and being accessible to all.

objectiveReinvent TUI in the US market through reaching out to a target audience and helping TUI successfully stand ground against its online travel firm competitors.

target audienceMiddle class, married Americans, 30-50 years old.

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New car... or new destination?

There’s no need to choose.

daniela’s resuméEducation

Swarthmore College, Swarthmore, PA, USA Expected Graduation: June 1st, 2014 B.A. in Gender & Sexuality Studies and Biology. GPA: 3.83/4.00 Coursework: Ethnic & Cultural Studies, Introduction to Psychology, Fan Culture, Making Art, Statistical Methods.

Work-Related ExperienceStudent Academic Mentor, Swarthmore College, Swarthmore, PA August 2012–Present Coach 36 students on time-management and effective communication during one-on-one conferences and office hours. Develop targeted programming based on analysis of student needs and challenges at Swarthmore College. Lead workshops for the student body on organization and success.

Sexual Misconduct Advisors & Resource Team, Swarthmore College, Swarthmore, PA February 2012–Present Plan and execute consent campaigns at Swarthmore College through social networking, and print and digital media.

Ambulance Crew Chief, Swarthmore Fire & Protective Association, Swarthmore, PA October 2010–Present Oversee and provide critical care to patients as lead Emergency Medical Technician. Communicate with emergency services team and patient while facilitating patient transport to hospital. Author reports evaluating patient care for medical and legal purposes.

Intern, National University of Singapore Centre for Biomedical Ethics, Singapore May 2013–July 2013 Researched and composed essays on how various disciplines shape ethics for an online student resource. Co-authored an article for submission to an international journal upon investigating the origins of human resilience.

Intern, Swarthmore Fire & Protective Association, Swarthmore, PA May 2012–August 2012 Evaluated existing ambulance structure and procedures to streamline patient care upon noting inefficiency of layout. Conducted and synthesized qualitative research to redesign ambulance layout according to equipment importance.

SkillsLanguages: English (bilingual proficiency), Polish (bilingual proficiency), German (full professional proficiency, received highest mark, 7, in International Baccalaureate Standard Level German), Czech (elementary proficiency).Computer skills: Mastery of Microsoft Office, Adobe CS, Windows and Mac OSX, Database Software. 10

how to contact daniela

College Address: 500 College Avenue, Swarthmore, PA 19081

Permanent Address: 45 Scotts Road, #03-04, Scotts Highpark, Singapore 228232

Phone: (610) 999-8464

Email: dkucz1@swarthmore.edu | daniela.k.kucz@gmail.com

LinkedIn: http://www.linkedin.com/pub/daniela-k-kucz/16/a30/600

Twitter: @dkrystyna

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