The Beary Best Values

CampaignPresented BySpectrum

Advertising

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Table of ContentsPage 3 Spectrum Agency

Page 4 Executive Summary Page 4 Overview

Page 5 Situation AnalysisPage 6 Competitor Analysis

Page 7 SWOT AnalysisPage 8 Objectives

Page 8 Time FramePage 9 Budget

Page 10 ResearchPage 11 Brand Value Proposition

Page 12 Target AudiencePage 13 Campaign Strategy

Page 14 The Big IdeaPage 15 Creative Concepts

Page 16 Print Ads Deconstructed

Page 17 Print AdsPage 19 Internet Banner

Page 20 Direct Mail CouponPage 21 Television Commercial

Page 22 Creative Testing ResultsPage 23 Media ObjectivesPage 23 Media StrategiesPage 24 Media Choices

Page 26 Media Scheduling Page 27 Media Budget

Page 28 Brand ActivationPage 29 Social Media

Page 30 WebsitePage 31 Evaluation

Page 32 Creative BriefPage 33 About Us

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Spectrum AdvertisingYears after getting their Bachelor’s Degrees in Integrated Marketing Communications from Ithaca College, five alumni ran into each other at the PR Summit Conference in Los Angeles, CA. Not long after, Spectrum Advertising became a reality. Made up of five bright, creative individuals, Spectrum Advertising’s mission is to exemplify its namesake. Our agency strives to encompass every aspect of a campaign, and provide an honest, creative, and successful advertising service to those looking to positively increase their public awareness, launch future campaigns, or consult with us about ongoing projects. At Spectrum Advertising, we go above and beyond to create notable, game changing campaigns for our clients. Whether the task is repositioning a small business, or rebranding an international corporation, we have the whole spectrum covered.

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Executive Summary & OverviewExecutive SummaryTeddy Grahams are a wholesome, bear-shaped snack food made by “America’s Favorite Food Company”, Nabisco. With it’s four distinct and, may we add: delicious, flavors, it is no wonder why Teddy Grahams captures the attention of children and parents alike with its positive and heartwarming appeal. After Teddy Grahams initial launch in 1988, it was the biggest new-product success for the snack food industry in a generation. Whimsical and fun, Teddy Grahams not only taste good, but also have calcium and iron, making Teddy Grahams one of the healthier snack foods on the market today. We at Spectrum Advertising have developed an advertising campaign that we feel will positively put Teddy Grahams back in the limelight, and showcase it as the creative, heartening brand we know it to be. Our campaign incorporates all forms of traditional media, in addition to social media, and a partnership with the world’s largest publisher of children’s books, Scholastic. Spectrum Advertising’s findings and materials are given in the text that follows.

Spectrum Advertising would also like to sincerely thank Teddy Grahams for this exciting opportunity. It was a pleasure to craft the campaign ahead, and work with such an imaginative and inherently good company. It was a treat to work with you, and we greatly appreciate your time!

OverviewIn this campaign, our target market is young to middle aged mothers with bright and growing young children between the ages of 3-12. We at Spectrum Advertising wanted to truly encompass just what mothers want for their children at that age, and so our “Beary Best Values” campaign begins. Teddy Grahams are a wholesome snack that appeal to families. What better way to get these family’s attention than by embodying four values—honesty, courage, wisdom, and individuality—that parents would like to see in their growing children? By repositioning Teddy Grahams as a snack supportive of good values, and by partnering with an international company that supports the intellectual growth of children, we believe we can positively impact the future of Teddy Grahams.

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Situation AnaylsisHistorical ContextThe American cookie and snack manufacturer, Nabisco, dates its founding back to 1898. Their plant, located in Chicago, happens to be the largest commercial bakery in the world and is home to products like Oreo’s, Wheat Thins and Teddy Grahams. Teddy Grahams were introduced by Nabisco in 1988 as the bear shaped graham cracker. In its first year, the snack sold more than $150 million worth of Teddy Grahams. It quickly became the third best selling cookie, falling past Chips Ahoy and Oreo - both of which are also Nabisco products. The bears come in two distinct shapes, bears with arms up and legs closed as well as bears with legs open and arms down. Along with the different shapes, are a variety of flavors. When first introduced, honey, cinnamon and chocolate flavors were released. Chocolate chip and oatmeal were also introduced, but oatmeal has recently been discontinued.

Environmental AnalysisIncluding a brand as part of a healthy lifestyle choice is a smart choice that can strengthen the relationship with consumers. With childhood obesity on the rise, and its prominence spreading rapidly, families will search for brands offering health-related options.It is no longer smart to simply advertise “low fat” or “low sodium” alone. Specific health claims related to omegas, antioxidants, gluten free, calcium, etc. are what consumers are looking for. Brands featuring popular claims, such as these, are experiencing increases in sales up to 42%.

Political ForcesFor the past few years, the presidency has made substantial efforts to promote healthier lunches for children in school. However, large companies still own a large steak in these decisions and the choice to purchase junk food won’t go anywhere, anytime soon.

Sociocultural Forces“The ability to find inexpensive food and beverage options is a core need for most consumers, finding healthy budget-friendly options is perceived as a challenge when making consumption choices.”Convenience is also another important dynamic to consider. It is much easier, and faster, to purchase the lower priced junk food due to its high prevalence on the shelves.On the contrary, younger consumers are showing increased demand for foods with specific health benefit. These consumers believe “their general health improves with the omission of certain food ingredients such as wheat/gluten.”

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Competitor AnaylsisKeebler Pepperidge Farm Nabisco

• The largest cookie and cracker manufacturer in the Unites States.

• Owns such products as Chips Deluxe, Famous Amos Cookies, Club Crackers, Vienna Fingers, Cheez-Its.

• The Keebler Elves, “Ernest J. Keebler”

• “Uncommonly Good”• Use the Keebler Elves

in their television advertisements, where they show the Elves baking Keebler goods in the tree in which they live.

• HQ’s in Michigan• Make the brand feel

“magical”

• Pepperidge Farm is considered a “commercial bakery” more than a snack food manufacturer.

• Owns products such as: Milano, Goldfish, and Nantucket Cookies

• Biggest Product is Goldfish• Use Goldfish characters in

their print, packaging, and television advertisements, where they show them interacting

• Characters include: Finn, Gilbert, Brooke, Xtreme, etc.

• Use a whimsical, home-style, child-like feel

• “The Snack That Smiles Back! Goldfish!”

• HQ’s in Norwalk, Connecticut

• Nabisco, whose parent company is Kraft Foods of Mondelez International, owns Teddy Graham’s

• Nabisco has such a variety of products, that it’s own subsequent products can be seen as competition to Teddy Graham’s.

• Such products can include: Nilla Wafers, Barnum’s Animal Crackers, Chips Ahoy!, Oreo’s, Honey Maid Graham Crackers, Newton’s, Triscuit, Wheat Thins, Ritz Cracker’s, and Premium Saltines.

• HQ’s in East Hanover, New Jersey

• “America’s Favorite Food Company!”

• National Biscuit Company

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SWOT AnalysisSt

reng

ths

Weaknesses

ThreatsO

ppor

tuni

ties

• 4 very distinct flavors• Whimsical shape• “Cookie alternative”• Healthier choice• Children have a strong connection to the re-

lateable characters (chilren relate the bear to their own teddy bears)

• “Novelty food” stigma• Not the “healthiest” snack food option• Confusion over status as cookie vs. cracker• Weak Online presence• Internal competition with other Parent

• Highly saturated and competitive snack food market

• Brands (i.e. Oreo and other snack foods)’• Otherwise highly competitive market• Niche Audience• No concrete brand strategy

• Room for online expansion• Ability to infiltrate the healthy snack market• Diverse appeal

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Objectives & Time FrameMarketing ObjectivesIncrease sales by 10%

Advertising ObjectivesThis advertising campaign will both improve awareness of the products and also increase brand loyalty to Teddy Grahams. The goals are to raise comprehension among the target audience to 80% and conviction to 65%. This will be achieved by displaying four values that Teddy Grahams promotes/considers to be the “Beary Best” as a brand and wants to become synonymous with in their customers minds. These four values are: courage, individuality, wisdom, and honesty.

Time FrameThe campaign will roll out in August 2013, and run for one year through July 2014. This will give our initial influx in the back-to-school season, which is when parents will be thinking about their children going off to school. For many, packing their child’s school lunch is something that is on their mind, and we want our campaign to be fresh in the parents’ minds when they are buying the food they will send their children to school with. We will continue to maintain the campaign in the following months, and then have another strong push in January, when the children will be returing to school after their Winter breaks for the new year. This is another opportunity for us to convince the parents that they should be sending their children to school with Teddy Grahams in their lunch box. We will then continue the maintenance of the campaign until our final push in June to have the parents continue to buy their children Teddy Grahams so that they will have snacks around the house while they are home for the Summer.

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Budget SummaryThe Beary Best Values Campaign had a total budget of $14 million. In total, $13,721,114 was spent to implement the campaign, leaving $278,886 leftover. The money was allocated as follows.

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Research InformationResearch ObjectivesResearch is a key component of any advertising campaign. For this campaign it was necessary to find the following objectives:

• Fully understand the target audience- it is immensely important to understand this market inside and out, in order to create positively effective advertisements. We did this through an online survey of our target audience.

• Determine other brand and flavor competitors of Teddy Grahams to effectively market our product.

Primary ResearchPrimary Target Focus GroupThe focus group consisted of 15 children in the 2nd Grade who were either six, seven, or eight years old.The focus group indicated main dishes, such as sandwich’s, pizza, pasta, and soup, currently occupy the 2nd graders’ vision of what a typical meal may consist of. When questioned about supporting dishes, junk food was primarily the snack of choice. While candy dominated, cracker-type snacks were second to lead (our competitor, Goldfish, was mentioned). 80% of the children had heard of Teddy Grahams, with around half of the focus group able to name and recall significant features (cracker consistency, varying arm and leg positions). For most, contact with Teddy Grahams had begun either at a store with their parents, or at a friend’s or family’s house.Children enjoy the sweet and “yummy” flavor of the grahams, and also connect with their teddy bear-like appearance. Chocolate-chip overwhelmingly dominated as the flavor of choice with honey coming in second.

Secondary Target SurveyThe survey recorded results from 100 participants (mostly women with an aver-age age of 22).The survey indicated an equally strong response for both junk food and healthy choice snacks. Most participants were likely to spend $5 or less on a snack choice. Cheese, and chocolate domi-nated as the flavors of choice, with chocolate-chip shortly behind. Cinnamon and honey were among the bottom few choices.Cracker-based savory snack food brands were most enjoyed (Honey Maid graham crackers were among the top two favorite brands). Teddy Grahams came in fifth, slightly behind Barnum’s Animal Crack-ers.Almost all participants thought Teddy Grahams was a positive brand and would agree to buy Teddy Grahams (or felt indif-ferent) for their children. About half of the participants said they interact with a food brand over social media.

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Brand Value PropositionThe Teddy Grahams Family Values: Honesty, Individuality, Courage, and Wisdom

The benefits in the Brand Value Proposition will lead to personal relationships and increased purchased decisions. Our focus is on the families who encourage uniqueness, challenge the typical, and strive to do what is best for each other. Our brand instills confidence in the buyer before and after purchase; they know they’ve made a smart decision to purchase Teddy Grahams for their family.

Functional Benefits• Healthier choice snack food. • Comfort in being who you are. • Pronounced confidence in

difficult situations. Proud to do and stand up for what is right and not just the norm.

Emotional Benefits Self-Expressive Benefits

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Target Market

Leanne Stiles, of Chatham, Massachusetts lives with her husband and her five-year old daughter, Penelope. After Leanne saw a Teddy Grahams advertisement in the “World’s Most Beautiful People” edition of People Magazine, she thought Teddy Grahams would be a great snack food for her little one, Penelope. The ad Leanne saw was for the “Beary Best Values”. The ad featuring the value of honesty really caught Leanne’s attention. She felt the concept was innovative and whimsical, and so very important for her daughter. After that, Leanne was sold.

In late August, Liz Miller flipped through her mail after returning home from her twins’ soccer game. She came across a Teddy Grahams coupon, and both her and her husband were tickled by the interactive way the advertisement popped up. Liz showed her twins, Tyler and Tia, and they laughed and asked for Teddy Grahams. The next time Liz was at the grocery store, she remembered the direct mail coupon she received and picked up a box of chocolate-chip Teddy Grahams for each of them. They represent individuality, after all, and with twins—who can go wrong with that?

When Susanna adopted Mason years ago, she promised herself she would provide him with the very best. As a single mother, she works hard to instill in seven-year-old Mason all of the values she wants him to have as a man. One night, as they read Scholastic Parent & Child together, the pair found a Teddy Graham ad showcasing an adorable, wise bear. The next month, they saw yet another great ad for Teddy Grahams featuring a different value: courage. The pair giggled, and the next time they were at the market, they remembered the Teddy Graham values, and bought two boxes of Teddy Grahams: cinnamon for Mason, and chocolate for Mom.

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Campaign StrategyTeddy Grahams are a whimsical, wholesome snack food. They’re healthier than the average snack on the market, and our task at Spectrum Advertising is to convince our target market, young to middle-aged mothers, of the many positives of Teddy Grahams. We plan to position Teddy Grahams so that it embodies four core characteristics that any parent would hope to see in their child. Honesty, Courage, Individuality, Wisdom—these qualities are “The Beary Best Values to help your cub become a bear”. Parents are happy when their children are happy. Our big idea takes significant life values, quirky and cute little bears, and the idea that those values are attainable in the future, and combines them to form a striking campaign about laudable, fundamental qualities for the world’s future leaders and bright minds.

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The Big IdeaTeddy Grahams promotes the “Beary Best Values”

Honesty Wisdom Individuality Courage

to help your cub become a bear.

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Creative ConceptsStrategyOur creative strategy can be summed up by our big idea: “The Beary Best Values to help your cub become a bear”. The heartwarming effect this will have on mothers and families alike is a surefire way to put Teddy Grahams back on top. This idea is targeted to young to middle-aged mothers, who are looking to instill good, wholesome values in their growing children. We want to encompass this goodness and market it so that Teddy Grahams are associated with values and a positive, bright future.

Art DirectionOur art is meant to be simplistic but impactful. We use primary colors, and cheerful little bears to draw mothers in, and remind them of their bright, creative children. The layout is reminiscent of the Teddy Grahams box, and we have utilized contrasting, yet coordinating colors between the background and copy. Our eye-catching visuals present the perfect aesthetic between fun and functional, and our use of characterized bears will positively impact our brand recognition.

CopywritingOur copy is straightforward yet inherently clever. “The Beary Best Values to help your cub become a bear” intrinsically incorporates true, positive values with children’s trek into adulthood. Parents want the best for their children. The “Beary Best Values” Campaign is indicative of one small stepping stone in the next generation’s path to becoming the future leaders and policymakers of our society. The copy begins with a clever fact that embodies the core value represented in the ad, followed by our slogan. It looks handwritten, and is sure to draw the attention of mothers everywhere as they stop to contemplate Teddy Grahams and the lifestyle it offers.

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Print Ads DeconstructedPrint Ad Ingredients:

• Sugar • Spice • Everything Nice:

Once we had the big idea, we decided each of the four magazine advertisements would represent one of the four “Beary Best Values” Teddy Grahams promotes. The ads needed to include several important elements in order to convey the campaign message: the represented value, the logo, the slogan, and the Teddy Graham bear itself. We also wanted to mention the three additional traits since they weren’t primarily represented in the ad. Additionally, we felt the four unique flavors Teddy Grahams has to offer should be referred to in the ads.

This is what we came up with…

Print Advertisments

Print Advertisments

Anim

ated

Inte

rnet

Bann

er

Watch these banner bears brilliantly bounce across your screen each promoting Teddy Graham’s beary best values.

Direc

t Mail

Coup

on

Coming to a mailbox near you! Expect this colorful pop-up postcard to provide you with a “Buy 1, Get 1” offer from Teddy Grahams. The cute little bear will promptly present you with a positive promotion.

Telev

ision

Comm

ercia

l

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Creative Testing ResultsWe showed approached groups of people in popular hang out spots on Ithaca Col-lege’s campus and asked for their opinions on them. The universal reaction when we unveiled the ads was “awww,” so the individ-uals believed that our ads were cute. Some mild concerns were expressed about the color of the copy, specifically in the ad with the red background. In response to this, we lightened the shade of red and darkened the purple copy. The first time we generated ads, when we tested them, many people stated that they lacked a “wow” factor. This caused us to re-approach these ads, and rearrange them, moving the bear from the center to the bottom right corner. This gave us room to include additional copy that would allow us to cleverly allude to both the value each bear was representing as well as the flavor. When we re-showed the new ads, our audi-ence had a much more positive reaction, and stated that the ads now seemed like they would be able to stand alone, as they now had a “wow” factor.

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Media Objectives & StrategiesMedia ObjectivesReach the target audienceOur primary target audience is women ages 18 to 49, and our secondary tar-get audience consists of these women’s young children. The majority of these mothers lead the busy, active lifestyle that comes with raising a family. They are balancing their jobs with everything that comes along with motherhood, including cooking dinner, driving to soccer practice, and helping with homework. Our ad-vertising campaign is designed to show moms that Teddy Grahams not only taste great, but they are a snack that encourages kids to be the best they can be.

Geographic scope of the placementThe Teddy Grahams campaign will be a national campaign with additional focus on the major cities in the Northeast and Midwest regions of the United States. Magazine, television, and internet ads will run nationally, and mailings will be directed specifically towards the specific cities. Teddy Grahams are sold through-out the country, so it is important to reach our target audience in all areas of the United States, but there are more loyal customers in the target regions who could easily be motivated to purchase more Teddy Grahams. Message weightThe print ads and television commercials will carry a slightly heavier weight than the internet and direct mailing ads. Those two mediums in particular are the most important in conveying the idea of the “Beary Best Values” that serve as the cen-tral message of the campaign, and the internet and direct mailings will be used to enforce that message.

Media StrategiesReach and frequencyEffective Reach - 80% of 18-49 womenEffective Frequency - 5

ContinuityThis campaign will run with pulsing continuity. There will be a constant Teddy Grahams presence in the media with extra emphasis in the months of August, September, and May to pro-mote back to school and the beginning of summer.

Length/size of all advertisementsMagazines- 8.5x11 full bleed, 4 colorTV commercial- 30 secondsInternet- 728x90 horizontal banners at top of homepage Direct mailing- pop-up postcard with coupon 4x6 inches when folded

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Media ChoicesMagazinesParents - Mothers in our target audience frequently refer to this magazine for parenting advice and ideas. They typically have multiple young children whom they would want to raise with the “Beary Best Values,” so placing our print ads in this magazine would capture their attention.Scholastic Parent & Child- Mothers in our target audience have recognized this magazine as the publication that will most influence their purchasing decisions, which would help achieve our objective of raising Teddy Grahams

sales by ten percent. This magazine would also serve as a foundation for Teddy Grahams’ partnership with Scholastic, which will reach mothers and children alike through various cross-platform efforts.

Family Circle - With its high circulation and family-friendly content, this magazine would allow us to reach a large amount of women in our target audience who are looking to promote the “Beary Best Values” with their children.

People - This magazine has a large paid circulation in comparison to other celebrity news magazines. Women in our target audience who have young children are

drawn to People when they want to take a break from their busy lives and catch up on the latest Hollywood gossip. Placing an ad here would draw the attention of moms across the country. TelevisionNick Jr. - Airing shows such as Dora the Explorer, Yo Gabba Gabba, and the Backyardigans, Nick Jr. targets young children, our secondary audience. By running our commercial on this channel, we would prompt the children to ask their mothers, who may even be watching the shows with them, to purchase Teddy Grahams.

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Media ChoicesDisney Jr. - Young children are also attracted to

Disney Jr. between the hours of 6:00am and 10:00am for shows such as Handy Manny, Little Einsteins, and Mickey Mouse Clubhouse. Airing commercials during this programming time would prompt the children and their parents watching with them to purchase Teddy Grahams.

Modern Family - Modern Family portrays an average family in relatable situations, making it a show that any member of our primary or secondary target audience can enjoy. This programming opportunity

would engage the weeknight ABC audience.

The Voice - Despite the fact that it is only in it’s third season, The Voice has drawn

a lot of attention from the members of our target audience. Weeknight NBC watchers would be exposed to Teddy Grahams after viewing our commercial during this program.

InternetDisney.com Placing a banner ad on the homepage of Disney.com will help reinforce the messages children and their parents will be seeing on television, further encouraging their involvement with the Teddy Grahams brand.

Nickjr.com - A banner ad on Nick Jr.’s website will also serve as a reminder to kids and adults alike to purchase Teddy Grahams and get involved with the brand.

Amazon - Amazon is a go-to online marketplace where many members of our target audience do shopping either for themselves or for their children. Placing an ad for Teddy Grahams here would remind moms as they are shopping that Teddy Grahams should be the next item on the grocery list.

Direct MailingTeddy Grahams sales are stronger in the Northeast and Midwest regions of the United States, so direct mailings offering a buy one, get one free promotion will be sent to the major cities in those regions, including New York, Buffalo, Syracuse, Rochester, Boston, Philadelphia, Pittsburgh, Cleveland, Columbus, Cincinnati, and Chicago, in an effort to boost sales even higher.

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Media Scheduling

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Media Budget

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Brand ActivationPartnership with ScholasticTeddy Grahams will form a partnership with Scholastic, who offers extensive cross-platform advertising opportunities with the company. With promotional opportunities including Scholastic’s book fairs, print media, YMCA partnerships, and school and PTO involvement among others, partnering with such a well-known and respected organization would help promote Teddy Grahams and the “Beary Best Values” campaign.

iPhone GameIn this age of technology, it is extremely common for parents to hand their children their smartphone in order to entertain them in situations such as long car rides, trips to the doctors office, or other time spent out of the home when the child would be otherwise unentertained. We will seek to develop an iPhone game which will allow the player to become the Teddy Graham characters, and go on an adventure as each bear. The game will contain four levels, each highlighting a different one of the four “Beary Best Values.”

Point of Purchase DisplaysWe will also be designing and distributing Point of Purchase displays for grocery stores such as Wegmans and Whole Foods to use at the end of aisle displays. These will highlight the four characters we are establishing with the campaign and connect each one to the value that they represent.

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Social MediaTeddy Grahams currently has no controlled social media presence. In order to help re-vamp the brand, we will establish official Facebook and Twitter pages. This will help increase customer involvement with our brand as well as serve as a valuable asset for customer service.

Twitt

er B

anne

r & P

hoto

Face

book

Pag

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Teddy Grahams Website

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EvaluationConviction

Comprehension

Sales Growth

8 11 16 21 26 30 39

15

43 47 5460

68

10 16 18 33 42 49 55 57 73 79 86

1 1.5 2.7 3 3.6 4.1 4.7 5.5 6.48.1 8.8

10.3

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Creative BriefCompany HistoryWhile Nabisco began in Chicago in 1898, Teddy Grahams first launched in 1988. Nabisco is the largest commercial bakery in the world, selling other big-name products such as Oreos and Chips Ahoy!. Considered “America’s Favorite Food Company”, Nabisco works to exude an innovative, in-charge feel, and be seen as the leader in snack foods.

GoalsOur goal is to increase sales by 10% in addition to creating awareness amongst new customers, and maintaining brand loyalty for existing customers.

Target MarketOur target market is young to middle aged mothers with bright and growing young children between the ages of 3-12.

Key Facts and Customer BenefitsIt is a wholesome snack food that contains calcium and iron, and is altogether better for children than other snack foods. We would like to expand these customer benefits further, to incor-porate the core characteristics we are implementing.

Advertising ProblemTeddy Grahams was once considered the biggest new-product success. Over time, other companies have taken the spot-light with good campaigns for kids. Teddy Grahams has not launched a campaign to put itself back on top.

Advertising ObjectiveTo reposition Teddy Grahams as a brand that supports positive values, or the four “Beary Best Values”, to help children develop into bright, successful people.

Target CustomerA young to middle-aged mother of an child in elementary school that is energetic and positive about life, and hopes for her child to embody the four “Beary Best Values”.

CompetitionKeebler Company (a subsidiary of Kellogg’s), Pepperidge Farm (a subsidiary of Campbell Soup Company), and other products made by the same brand as Teddy Grahams, Nabisco (a sub-sidiary of Kraft Foods, Inc.).

Brand PersonalityReinforcement of the four “Beary Best Values”: honesty, cour-age, wisdom, and individuality.

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About Us

The beautiful and award winning brand design specilist, Jenn Burgess, is known world wide for her outstanding eye for great design. Upon graduating Ithaca College with a Bachelor of Science in IMC and then achieving her Master’s Degree from the Chicago Portfolio School she moved to Los Angeles. In her free time she enjoys drinking far too much coffee and cuddling with her pet giraffe.

Jordan Snyder graduated from Ithaca College with a Bachelor of Science in IMC. She spent time abroad in London, before she headed west to Ithaca’s Los Angeles campus, where she and her Husky, Declan, settled after graduation. Jordan loves working at Spectrum Advertising, and greatly looks forward to continuing both her work in advertising, and her freelance work as a scriptwriter.

Originally from Pittsburgh, Pennsylvania, Courtney Caprara graduated from Ithaca College with a degree in Integrated Marketing Communications. After living and working in Europe for several years, she is now employed as a media planner with Spectrum Advertising. She currently resides in Calabasas, California. Please contact her at clcaprara@gmail.com.

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About Us

Covering accounts in Australia, Europe, and the US, Dr. Zachary B. Briggs is a world-class marketing specialist. Studies include cognitive psychology, marketing communications, and business science. Dr. Briggs has natural eyes for advertising, with a blinking rate of 24/minute, or 45x less than the average wing-flap of a European Swallow.

Greg Johnson is a graduate from Ithaca College with a Bachelor of Science in Integrated Marketing Communications, a Bachelor of Arts in Communication Studies, and a minor in Legal Studies. He now lives in Burbank, California and works as a copywriter at the Advertising agency, Spectrum. Contact him at g-regj@live.com.