José Higueraa planning portfolio

www.josehigueraideas.com

Case Studiesa table of contents

Weight Watchers Gets Manly

BlackBerry Gets Serious

Red Bull Gets Grounded

RedEnvelope Gets Social

Resume

About Me

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a market growth strategyWeightWatchers Gets Manly

2

89+61

objective

Case StudyIncrease male subscriptions to Weight Watchers. With over 90% of Weight Watchers’ subscriptions being women, there is an opportunity for market growth in men.

insightMen value possessions as their measures for success. In terms of evolutionary psychology, men look for a woman who will make an attractive mate, so that she may birth attractive healthy children. Women, in contrast, look for a mate that can provide for her and her young. Over time, this mentality has evolved into society’s superficial requirements for men and women; so men have to be successful and women have to be attractive in order to attract one another. Therefor, when a man looks at another man, he will be more inclined to be jealous of his watch, his car, or his house. These are physical possessions that directly relate to his financial success and ability to provide.

strategyDrive men to sign up for Weight Watchers by positioning weight as the most important measure of success.Comparing our audience’s weight to their superficial aspirations is the best way to connect the emotional trigger of jealousy between men and their possessions to his physical self image and spark motivation to re-prioritize measures of success in a his life.

creative ideaWeight Watchers for Men is a man’s opportunity to upgrade himself.Weight Watchers is not about losing weight because your health is important, it’s about looking in the mirror and knowing that you can do better. It’s about taking on the pursuit of happiness with a thinner waist and not a brand new car. It’s about getting recognition for what you have accomplished by upgrading your body because it was so much more difficult to do than buying something. It’s about finding fulfillment with who you are.

target & problem18+

Heavy Men

Man’s Man

Do-It-Yourself

StubbornAnti-Diet 27+73+H70%

Overweight or Obese Men in USA

10+90+H90%

Obese Men that Do Not Exercise

What are their Motivators?

Their Careers The Superficial Not Their Health20+100

Life Priority Weight Gain Awareness Triggers

20lbs Gain: Men5lbs Gain: Women59% Career 41% Other

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BlackBerry Gets Seriousa comeback strategy

4

objective

Case StudyGive BlackBerry one last chance at capturing the smartphone market.Every since the rise of iPhone and Android, BlackBerry’s market Share has been on the decline. With the upcoming release of the BlackBerry 10, loaded with new features and a much more user-friendly operating system, BlackBerry is giving its final attempt at winning the smartphone market over.

insightPeople lust after time. Time is no longer tied to the clock or even the sunrise and sunset. The boundaries between public and private, day and night, and work and leisure have been fundamentally altered by technology and globalization. Time has become a new luxury for the young professional, who now, more than ever, craves it obsessively.

strategyInspire the young professional to make every second count by using a BlackBerry.The hard working young professionals of this fast-paced world don’t need more free time; they just need more time to get things done. The efficiency of a Blackberry lets them get things done so much faster and more efficiently that it looks like their day just gained two hours. BlackBerry’s philosophy is not to distract with the personalized clutter that other smartphones rely on; it’s get in, get out, move on. It’s so fast and efficient that it let’s the user get more done in less time.

creative ideaIntroducing the 26-Hour Day.BlackBerry’s call to action will not be about slowing down and taking a break from technology. It will not be about getting off your phone to experience “real life.” This is real life and it is not going to wait around for anyone to catch up.

target & problem25-34

Hustler

Work Hard

Networker

Play HardProfessional 100+J100+I100+A

WhatHow

Why

Faster EverythingEfficient Smartphone

Time

How do they use Smartphones?

One Month of the YearWeb of NetworksShorter Call Length83+17+H2hrs

Per Day91+0+68+0+452004 2008 2012

3:03

2:16

1:30

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What does BlackBerry Provide for Them?

a culture & trend strategyRed Bull Gets Grounded

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objective

Case StudyMake Red Bull the most culturally relevant energy drink.Having moved on from their campy cartoon advertisements, Red Bull’s latest campaign ‘The World of Red Bull’ has gone in a much more emotionally driven direction. It is now showcasing extreme sports athletes taking on death-defying stunts and street dancers in front of stadiums full of people, but the problem is that their audience does not relate to the activities that they see in the campaign.

insightThe average person does not drink Red Bull in extreme situations; they drink it to make normal situations more extreme. People relate to the product when used in practical situations instead of extreme situations. Extreme situations like base jumping don’t require the use of an energy drink to boost adrenaline; when jumping off of a cliff thousands of feet from the ground, your body goes ahead and generates adrenaline for you. On the other hand, waking up in the morning, sitting in a cubicle for nine hours, or staring at a book in a quiet library during finals is a mental depressant and needs that extra energy boost.

strategyRed Bull helps you through the daily grind that you have to do in order to enjoy what you love to do. Most people are not professional skydivers or DJs, but if you have the energy and motivation to get through what you have to do in the daily grind, you’ll be able to pursue your dreams on your spare time, and maybe one day be one of the lucky few that does it for a living.

creative ideaA Red Bull State of Mind.The never-ending daily grind can be so draining that sometimes people lose side of what their life goals really are. Red Bull has to inspire people to persevere and help them believe in the payoff of following their dreams. Showcasing these athletes in a more relatable setting, pushing through the daily grind before actually jumping off cliffs would chronologically tie the entire campaign together and dig much deeper into what it truly means to follow your dreams and the hard work that it takes to reach them.

18-24

Millennials

Achievement Oriented

Lives In The Moment

Attention CravingSelf-Activist 91+9+H 93+7+H91% said no 93% said no

Like brands at sporting events? Like Extreme Sport Spokemen?

91+89+85+82+30+27+25+20Home On the Go Work School

Bar Gym Game Concert

In Average Places40+45+85+90+50+35

At Average Times

Early Morning

Morning

NoonAfternoon

Evening

Late Night

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How do they use Red Bull?

target & problem

a social media strategyRedEnvelope Gets Social

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objective

Case StudyCreate a social media campaign to lower marketing costs. As a catalogue-based gifting company, the costs associated with reaching the audience for the holiday seasons through direct mail pieces are too high. Expanding it’s customer base through social media would therefore lower costs and economically drive customers to the digital catalogue website.

insightOur target uses social media to share experiences, not products. The most valuable part of giving a gift is enjoying the reaction of the person who opens it; it’s not about giving the best gift. Likewise, the most valuable part of receiving a gift is knowing that someone took time out of their lives to find something unique and personal. It’s about knowing that someone cares.

strategyRedEnvelope owns the emotional experience of gifting.Focusing on the emotional connection that the giver and the receiver experience through gifting will give people content that they will actually want to share. Amplifying those experiences and publicly showcasing them through blogs, pictures, or video would make them visible to prospective consumers and end encourage them to have those experiences themselves.

creative ideaReactions are Contagious.When someone laughs, you laugh and you want to know the joke. When someone opens a gift and is completely ecstatic about it, their happiness affects anyone watching. Capturing the moment when that emotion of opening a RedEnvelope gift comes to life and putting it on display for the world to see is going to spread that moment of joy, but also encourage people to find the joy of RedEnvelope gifting. themselves. RedEnvelope products are so incredibly unique that the emotional reaction of recieving one would not only be surprise, but also attatchment and love.

target & problem30-50

Women

Upper-Middle Class

MarriedEducated

ExclusiveCosmopolitan 73+27+H 63+37+H73% said no 63% said no

Follow brands on Social Media? Reccomend a friend to follow?

How do they use Social Media?

To connect with friends/family To get opinions from peersTo have random conversations

bla bla? ?

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Women

5050 Women

4450 Women

3950

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José Higuera 1579 Alta La Jolla Drive, San Diego, CA 92037 858.361.6482 • j.higuera021@gmail.com

www.linkedin.com/in/josehiguera

Miami Ad School: School of Pop Culture Engineeringpost-graduate, boot camp for account planners

University of San Diego: School of Business Administrationb.b.a. in marketing / minor, international business

Semester at Sea: Institute for Shipboard Educationstudy abroad, university of virginia

Miami Ad School: New York, NY June 2012 - Sep 2012 account planner

the i.d.e.a. brand: San Diego, CA Aug 2011 - Dec 2011 account management intern

M Moser Associates: Hong Kong, China June 2011 - Aug 2011 marketing communications intern

Five Point Capital, Inc.: San Diego, CA June 2010 - Sep 2010direct marketing intern

Assisted in weekly and monthly Direct Marketing campaign bursts with mass faxes, emails and direct mailers.Drafted and updated various marketing data reports and assisted in the inventorying of marketing materials.

Where I Practiced Those Things.

New York, NYseptember 2012

San Diego, CAdecember 2011

The Worldspring ‘10/ summer ‘11

Where I Learned Things.resume

American Marketing Association: USD president

Lead all meetings and developed branding project with student run non-profit, The Bullpen Foundation.

vp of advertisingDesign of all branding and promotional materi-als for all club initiatives.

Communication Skills language

Fluent in Spanish: Reading and Writingcomputer

MS Word, Excel, PPT, Keynote, Adobe CS6, CRM

Extra Things.

www.josehigueraideas.com11

Developed Insights & Strategy for 6 fully integrated advertising campaigns within a 10 day turnaround period each while briefing and working alongside an art director/copywriter creative team.Skills Acquired: Story telling, Creative Brief/Briefing, Cultural/Category/Consumer Insights, Simplified Writing,Quantitative/Qualitative methodologies, Developing Audience Segmentation/Positioning.

Assisted the traffic manager by helping with the flow of projects, coordinated print related projects from start to finish, developed daily and monthly SEO activity reports for retainer clients, and contributed to the “feed the interns blog.”Client list: San Diego Museum of Art, Cal Racing, Hoehn Motors, San Diego Hospice, and Aladdin Bail Bonds.Skills Acquired: Ability to Synthesize Data into Cohesive Business Recommendations, Consice Writing, Trend Identification, Quantitative Researching, CRM, SEO, Google Analytics.

Developed a planning schedule and overlooked the entire DM invitation process for the Shanghai office 30th Anniversary Party; also assisted in the DM planning for the Hong Kong and Beijing anniversary parties.Assisted in CRM and global marketing initiatives such as DM campaign bursts and social media.Skills Acquired: Ability to Facilitate Brainstorming and Collaborating with Multidisciplinary Teams, Integrated Social Media Strategy, CRM, Presenting and Leading Discussions.

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13

In 2010, I set off on an adventure to broaden my perspective and circumnavigate the world. Halfway through my trip, in Varanasi, India, my life changed. The people were having a religious ceremony along the water when I arrived at the Ganges River. I was amongst thousands, but a little merchant girl singled me out. She couldn’t have been more than 9 years old, but that didn’t stop her from heckling me for the next hour to buy stamps. I was really only interested in the ceremony, so she eventually stopped and just sat to watch it with me. She told me about her life in Varanasi, I learned that her name was Moni, and she was surprised to learn that my name was Jose, being a Spanish name. I explained to her that I was from Mexico and she told me that she spoke Spanish. So, of course, the rest of our conversation was in Spanish. When it was time to go, I told her I’d sail the river at dawn and hoped to see her again. We said goodbye.

At sunrise, she was the first person I saw along the banks, but my boat was leaving, so I had to go. An hour down river, I found her waiting for me. I was touched, to say the least, but then we said goodbye for good. She reached into her schoolbag and gave me a picture of herself that a travelling photographer once gave her. I offered money in exchange but she refused, thanking me for being her friend. I left India with a new friend.

This story actually ends one year later. At this point, my twin sister had been inspired by my soul searching and went off to have an adventure of her own. I got a call at 4:00am from her cell phone. I answer, and the first thing I hear on the other line was “I just met Moni.” I couldn’t believe that I now shared an experience I thought would always be impossible to repeat. My sister had recognized Moni along the banks of the Ganges and approached her. I may have only spent a few hours with Moni, but she remembered exactly who I was.

That was the day that the world shrank in my eyes. I realized that truly deep connections can be made between any two people, at any time, in any corner of the world. No matter who you are, no one in this world is out of reach, so I decided to become a Planner to one day reach them all.

The end.

Prepare To Get The Shivers.

Now, Compose Yourself.

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