JE

Jennifer Ekeleme108 E. Grace Street, Apt 405

Richmond, VA 23219

E: ekeleme@gmail.com

P: 404.822.9244

W: jenniferekeleme.com

Master’s of Science, Creative Brand Management VCU Brandcenter, May 2011The Creative Brand Management track incorporates the fundamentals of an MBA curriculum, marketing strategies, as well as an extensive focus in brand management through case studies and group collaboration. Track curriculum includes Creative Thinking, Principles of Media, Contemporary Research Methods, Business of Branding and Strategic Thinking.

Bachelor of Arts, Communications/Media Studies University of North Carolina at Chapel Hill, May 2000

Professional ExperienceMatlock Advertising & Public Relations, April 2007- August 2009 Atlanta, Georgia

Senior Account Executive, Brand GroupPromoted to Senior Account Executive (within 18 months) to manage day-to-day client interaction with the JP Morgan Chase and BMW accounts. Other clients worked on include: Luster Products, Barbados Tourism Authority, as well as new business pitches.

Major contributions include:JP Morgan Chase

titled “Legacy of Homeownership Tour”. Worked with our account team through a rigorous season of strategic planning, budgeting, and event management in 5 cities in 2007 and 2008.

over 37,000+ visitors to the chase.com/legacy website developed for the tour.

EURO RSCG 4D Impact, May 2004- September 2005 Norcross, Georgia

Project Manager

for the Sampling and Experiential department for clients including P&G, Polaroid, and mtvU.

Carat Media, August 2002- May 2004 Atlanta, Georgia

Assistant Media Buyer | Jr Media Buyer

with maintenance of buy schedules, inputting media buys, invoice and billing resolution. Became familiar with Nielsen rating system for negotiation and placement of radio and television buys.

Proficiencies

Passions

Education

Home Media Case Study

Assignment:Strategic rebranding of a consumer electronics company

Background:

installs integrated Home Electronics Systems and uses the latest technologies for home theater, music, lighting, and much more.

The current economic climate that has changed consumer behavior and inspired more conservative

rooted in an industry most often viewed as extravagant and unnecessary. To bypass the business-crushing risks of brand fatigue and

must evolve the dialogue around home electronics and electronic architecture.

Objective:

increase overall awareness of the business and Home Media brand

Home Media Case Study

The Methodology:To successfully rebrand Home Media,

as well as used our resources to conduct primary and secondary research to develop a strategy that was clear and actionable for the brand.

SWOT Analysis

Competitive Review

Qunatatative Survey

Discussion Guide

Focus Group

One-on-One interview

The Target:Richmond Professionals, renamed The CapitolistsAged 35-54 with an average household income of $150K per year.

They are: affluent, well into their careers and have enough income saved to treat themselves to the best that life can offer.

THE CAPITOLISTS

Home Media Case Study

Insights The equipment delivers entertainment, but ultimately, it connects people to each other.

they just want it to work.

.

.

.

Our Positioning

of lifestyle-driven electronic architecture

Strategic Direction

of electronic connectivity through consumer lifestyles

Consumer Lifestyle CategoriesFamily FocusedHome Office Entertaining At HomeSuper TheaterLiving Green

Strategy RationaleThe business solution we developed for Home Media had to go further than clever advertising and creative. Through our research we found that people are not so much attached to their equipment but rather the activities that surround it.

The strategic direction for the brand acknowledges that there is a difference

versus selling to their mindset. The result for Home Media is not only a chance for long-term growth but also a deeper connection to the target audience they serve.

Home Media Case Study

Communication StrategyBased on the strategic direction developed, we divided our target into three segments based on their position/relationship with the brand.

Current Customers purchasers of Home Media services

messaging strategy: create brand ambassadorstactics: communication through Service Offerings Website Twitter updates CRM strategies

New Customers potential customers of Home Media

messaging strategy: tactics: communication through Strategic Partnerships Print Advertorials

Gatekeepers influencers of purchase decisions

messaging strategy: Leadership & Expertisetactics: communication through Website Blogging Special Events

Success and Metrics

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Red Bull Case Study

OBJECTIVE:Recommend new brand positioning for Red Bull in the US

STRATEGY:Engage the target with unexpected experiences in their everyday environment.

TARGET:Gen Xers and Millenials aged 25-44They are no longer everyday late night clubbers, but they want the same excitement just in a different and less extreme context.

INSIGHTS & OBSERVATIONS:Red Bull is currently targeted to people who enjoy extreme sports and like to live on the edge. However, there is a larger population of Millenials (professionals aged 25-44)

not be extreme sports fanatics, but they want adventure within the context of their everyday lives.

POSITIONING:Red Bull is the energy drink that prepares you for what happens next.

Red Bull Case Study

Print

Red Bull Case Study

Out of home: A series of teaser billboards used to drive consumers to the new whatsnext.com website. The website gives real time information on the latest in fashion, music, entertainment, and technology. After launch, interactive boards and an iPhone application will direct users tocurrent events and happenings.

Red Bull Case Study

Experiential:Red Bull “Energy Kitchens” (located in unexpected venues in major cities) are pop-ups that resemble small restaurants or bars. This engagement tactic gives the consumer an unconventional way to experience the brand as well as showcase current happenings in music, food, fashion, culture, and art.

Red Bull Case Study

Online:The website serves as the main engagement touchpoint

creates demand in the consumers mind and allows them to explore the “unexpected” events in their cities.

Design: Content and Writing: Jennifer Ekeleme