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My portfolio of marketing, advertising, and design projects; Professional, Personal, Academic. Featuring work at The Vault (restaurant), Life is good. (apparel designer & retailer), and Zipcar (car sharing service).
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Table of Contents Digital Strategy for The Vault (3)
Zipcar Advertising Project Winner (8)
Marketing Intern at Life is good. (16)
eclipse: the personal cabana Business Plan (24)
Personal Projects (30)
2
Current Client: The Vault
Digital strategy and social media management.
3
Current Projects
• Transitioning “friends” to “likes”
• Promoting events
• Amassing a Twitter following
• Creating deals via FourSquare to increase visibility and gain customers
• Brokering a deal with OpenTable
• Web redesign
4
The Vault Logo Redesign
• Client specifications
– Younger-looking
– Name connotations
– Blueprint theme
• New Logo – More energetic
– Employs classic vault imagery
– Scalable for print & icon formats
5
The Vault Events
• Digital invites for
– Musical guests
– Private parties
– Special hours for holidays
• Promote on Twitter & Facebook
6
The Vault Event Invites
7
Zipcar Advertising Project
Winner of the BU competition, selected by the Zipcar marketing team.
8
Strategy
• Market Research – ZMETs
– Surveys
– Multi-Attribute Scores vs. Competitors
• “This is not a car.” Campaign – Bus Ads
– Facebook Competition
– Brand Ambassadors
– Mobile App
– PR Campaign: “Zipcar Cares”
Advertising & Design
• “This is not a car.” Advertisements
• Facebook Competition
• Mobile App Mockup
• Concept and all creative development by Andrew Swank
Zipcar Advertising Project
9
“This is not a car.” Print Ads
10
“This is not a car.” Print Ads
11
Research Supporting Major Selling Idea
• From ZMET and survey data
• Self-sufficiency is incredibly important to college
students
• Convenience is the key to maintaining college
users
• Students are aware of Zipcar brand, but do not
understand the service
12
Bus Ads
• Year-round advertising
• Present in major cities
• Targets both public transportation users and car owners who may need another vehicle, or resent public transit
13
Key Features:
• Integration of print advertising into digital channel
• Prompting deeper brand interaction by new and current college customers
Facebook Contest
14
Mobile App
• Adding a loyalty program
– For every $200 spent on driving, receive $6 of free driving credit
– Promote more frequent use
– Limited redemption periods
15
Life is good.
Work as a marketing intern.
16
Visual Rebranding
• YouTube
Facebook Applications
• Locations
• Radio
• E-mail Signup
Brand Studies
• Social Media Best Practices
• Visual Branding
Life is good.
17
Copywriting
• Avg. >380K impressions/post
• Avg. >2K likes/post
• Avg. 227 comments/post,
31% more than typical Life is good post
Key Features:
• Clickable links to homepage, Facebook, Twitter in header bar
• Vignetting background image to standardize appearance among different resolution browsers
YouTube Layout
18
Key Features:
• Left navigation indicating locations of other social channels
• Vignetting background image to standardize appearance among different resolution browsers
Twitter Layout
19
Key Features:
• Simplified “About” box
• Organizing applications for easier navigation
• Addition of channel-integration apps (Twitter & YouTube)
Facebook Layout
20
“Life is good. Radio” App
• Design
– Music note icon matches brand colors
– Links match brand colors (blue shades)
• Coding
– html
– iframe sourced from CustomChannels.net
– Plain text
21
“Find A Store” App
• Design
– Map icon matches brand colors, but familiar format
– Links match brand colors (blue shades)
• Coding
– html
– iframe sourced from Google Maps
– Plain text
22
“E-mail Signup” App
• Design
– Fully aligned with brand imagery
• Coding
– html mockup
– Built with MailChimp
23
eclipse: the personal cabana
Product development and business plan.
24
eclipse: the personal cabana business plan
• IT strategy
– Digital marketing
– Necessary hardware and software purchases for business
• Sales channels
• Social media
• Website
• Wordpress
25
Strategy Design
Website
Homepage: product description, site directory, RSS feed, and newsletter signup
Cabana Club: the online community for eclipse, featuring or blog, testimonials, customer survey, and video
About Us: includes company and contact information Purchase: product views in all colors, links to digital storefronts
26
eclipse Packaging
27
eclipse POP Display
• Key considerations
– Logo prominence
– Tagline exposure
– Space efficiency
• Design aspects
– Logo and tagline featured prominently
– Small footprint with large capacity
28
Magazine Spread
29
Personal Projects
For me. For my friends. For learning. For fun.
30
Tumblr
andandrew.tumblr.com/
Pending Changes
• Title runoff
• Scrolling social media buttons
• Formatting for consistency regardless of screen resolution
• Post title buttons change color on mouseover
• Footer formatting with “Stop” button (first & last post pages)
31
Recent typography experiments. May be screen printed.
32
Combining simple graphics and text to concisely illustrate more complex concepts.
33
Coloring book publisher in need of a logo redesign.
Top is current logo. Bottom two are potential logos. Color choices to come. 34
Thank You
