Ivanna Susanna Mazza MFA Advertising Account Planner

AAU ID# 00990284Midpoint Review Date:10.08.10

Table of Contents

I. AutobiographyII. Resume III. Course List IV. Integrated Campaigns - Food Network - San Francisco Yellow Cab - Alaska Tourism V. Campaign Analysis: Alaska TourismVI. “Slownoma” Film StoryboardVII. Get wet brand book VIII. Being crafty: soap making IX. in development: Final Proposal

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A Snap Shot of me

Snap shots are still images caught during important andspontaneousmomentsofourlives.Theyremindusofthethingswehaveseeninlifeandgiveusaglimpseofwhatwemightaccomplishagainsomeday.

Life is too short tobemiserable. I didn’t like thepictureof thefuturethatwasdevelopingacoupleofyearsago;IfeltlikeIwasstuckinacreativerutdoingthesamemenialtasksdayinanddayout.I’mafirmbelieverthatwhensomething’snotgoingrightatransformationmustbemade inordertofind joy.So, twoyearsago, Imadethatgiant leaptoGraduateSchoolinpursuitofmypassions:learningandcreativity.

I loveagoodchallengeandpartofthattest isfindingoutwhatmakespeopletick.Myinterestinwatchingpeoplebeganoutofnecessity,whenIwasinFashionSchoolatAAUsevenyearsagostudyingFashionMerchandising. It began as homework, but soon evolved into simplecuriosity. I wondered why someone had chosen the outfit they werewearing,whatfabricitwasmadeof,whoitwasmadebyandwheretheygotit.Thisleadmetowonderwhotheywereasaperson,whatmotivatedthem,whatinspiredthemtobewhotheywereanddowhattheydoandagain,whytheychosethatoutfit.

ThegreatthingaboutgrowingupintheBayAreaisthediversitythatIwasexposedtoasachild.Asabilingualfirst-generationAmerican,Ivaluethisdistinctionbecausebeingdifferentiswhatmakesusfascinatingcharacters.NomatterwhereItravelto,whetherit’swithinCaliforniaoraroundtheworld,Ilovefindingbothdifferencesandsimilaritiesbetweenotherpeopleandmyself.Learningaboutpeopleandtheirculture,helpsmefeellikeI’mconnectedtothelargerhumanexperience.Byobservingothers,Ilearnaboutmyselfintheprocess.Andlearningalittleeachdayiswhatkeepsmehonest.

Creativity isalso important tomebecausewithout it lifeis boring. I not only like looking at beautiful things like fashion,architecture andphotography, but also creating thingswhetheritswriting,handcraftedsoaps,or justtakingphotos.Beautyandaestheticsinspiremeasaperson,buthardworkanddeterminationiswhatmakesmefeelhuman.

One’ssnapshotsshouldbefilledwiththemixedblessingsof life. Not just the good things, but also the tough ones thatreminduswe’restillalive.

Ivanna Susanna Mazza 878 Indian Lane

Sonoma, CA 95476707.721.6568

Ivanna.S.Mazza@Gmail.com Cosipetit.posterous.com

@Cosipetit

EDUCATION

ACADEMY OF ART UNIVERSITY, San Francisco, CASchool of AdvertisingM.F.A. Account Planning, 2011

ACADEMY OF ART UNIVERSITY, San Francisco, CASchool of FashionB.F.A. Fashion Merchandising, 2005

EXPERIENCE

East Bay Express, Oakland, CA 02.2007- 02.2009Account Manager

* Obtain approvals and updates from Client regarding ad copy, artwork, and business goals.

* Act as Client contact for all publishing and advertising-related communications.

* Prospect for leads and assist Publisher in the preparation and interpretation of research.

* Track and analyze competitive information and assist Publisher with competitive requests.

* Contribute new ideas and develop innovative approaches to solving Client challenges.

* Manage all print and online traffic. (i.e. placement requests, ad changes, online CPMs and use Analytics to figure web traffic.)

* Coordinate with National advertising agency, Ruxton Media, as well as SF Weekly for cross-Bay advertising traffic.

Starbucks Coffee, Millbrae and Orinda, CA 09.2000- 02. 2007Shift Supervisor

* Implement weekly visual merchandising and signage changes. * Provide exceptional customer service. * Train baristas using Certified Learning Coach methods. * Expedite speed of service; delegate tasks to baristas. * Execute daily bookkeeping and deposit. * Perform store inventory; execute weekly supply order.

San Francisco Magazine, San Francisco, CA 09.2003-09.2004Sales and Marketing Intern

* Assist in execution of the magazine’s signature event, Best of the Bay Area, as well as fashion shows and other community-sponsored events.

* Assist with publicity and public relations efforts: press release distribution, researching local media, and updating media contacts.

* Implement internal and external communications for local and national sales teams.

* Compile informational databases.

SKILLS

* Adobe Creative Suite, File Maker Pro (PRE1), Microsoft Word, Excel, and PowerPoint

* Fluent in Spanish; both written and spoken * Some conversational Italian

Spring 2009 ADV_699-5: Advertising Survey GS_601: Renaissance Art History ADV_605: Digital Graphics

Summer 2009 ADV_623: Account Planning GS_603: Anthropology: Experiencing Culture Fall 2009 ADV_604: Copywriting Techniques ADV_602: Art Direction ADV_622:Perspectives in Advertising Spring 2010ADV_626: The Brand and Branding

ADV_606:Campaign MPT_625: Editing Concepts

Course List 2009 - 2011

Fall 2010 ADV_616: Advanced Advertising Concept Thinking ADV_699-9: Creativity GS_612: Research and Writing for the Master’s Student

Spring 2011 ADV_800: Directed Study ADV_800: Directed Study ADV_800: Directed Study ADV_800: Internship

Food Network

Account Planners: Ivanna Mazza and Gaby Escobar Art Director: Hansley Kasih Copywriter: Andrew Lewis Instructors: Elisha Greenwell, Shane McGuire, and Derah Gordon Spring 2010

Brief: Food Network

Why does our client need to advertise?The Food Network needs to move away from its current image of being known exclusively as a “safe” channel that can easily be viewed by all demographics, especially older ones, in all kinds of settings (i.e. doctor’s office, car dealership, etc.). It needs to focus a bit more on a younger and trendier demographic.

What is the advertising going to accomplish?We need to create an edgier image for the network that is attractive to a younger demographic of foodies without completely alienating its current audience.

Who are we going to connect with?

 We need to connect with hyper-passionate food lovers between the ages of 18-34. This demographic not only has a large amount of disposable income (up to $3K extra per month); they are also more likely to spend than save - especially those who cook for both pleasure and praise.

What are the most insightful things we know about them? Young foodies have developed a whole new approach to their lifestyle. They identify with celebrity chefs like Anthony Bourdain and Gordon Ramsey who have been elevated to rock star status by our increasingly popular food-forward culture. This demographic sees their love of food and food products as a status symbol, in the way that fashion and accessories are important to fashionistas. They have adopted a DIY mentality, where entertaining and dinner parties have become a skillful way to gain admiration and praise from their peers. Most importantly, they identify with the adrenaline rush of the culinary world, and are attracted to the food industry by its nonconformist subculture, proximity to fire and wielding of knives.

What is the single most effective message we can tell them? Cooking ain’t for sissies!

What else is there to know that supports this message? Young foodies not only love to dice, chop and grill, but they also love the thrill of competition, especially if there’s a chance someone might chop off a finger or set something on fire. The Food Network’s programming is full of action in the form of “Iron Chefs”, “Throw Downs” and “Challenges” with in-your-face personalities like Bobby Flay, Duff Goldman and Guy Fieri as well as other talented and attractive cooks like Giada Delarentis and Kat Koura.

Campaign Tone: Humorous, edgy, trendy, exciting, attractive, upbeat and totally in your face.

Type : Print AdName : It’s Food PornPlacement : Lifestyle magazines like GQ,Rolling Stone, and other popular lifestyle magazines.Target Audience : Men and women between 18 and 34.Description : Recipe ads heavily laced with sexual innuendo. Each recipe is titled after an actual porn category, to complementthe tagline. All recipes are meant to be torn from the magazines, allowing the reader to experiment with the recipe.

Guerilla

Type : GuerillaName : Fork Me CookbookPlacement : Book stores.Target Audience : Men and women who like to cook.Description : A cookbook with a twist. All recipes are titled after funny sex acts & positions, while the copy is soaked with sexual innuendo.

Outdoor

Type : AmbientName : Holographic BoardPlacement : In major cities, alongside busshelters and other high traffic areas. Populartrendy spots for individuals 18-34 (e.g., nightclubs, coffee shops, malls, and museums).Target Audience : Daily commuters and urban dwellers.Description : Holographic board that displays food entering and exiting the mouth, repeatedly, as the viewer passes by.

Billboard

Type : Billboard AdName : It’s Food PornPlacement : Along highways and busy city streets.Target Audience : Daily commuters, and city foodies.Description : Pornographic images changed to display a girl holding a hot dog, representing the slogan “It’s food porn.”

San Francisco Yellow Cab

Account Planners: Ivanna Mazza and Gaby Escobar Art Director/Copywriter: Kassi MurrayArt Director/Copywriter: Lacy Shaw Instructors: Elisha Greenwell, Shane McGuire, Derah GordonSpring 2010

Brief: San Francisco Yellow Cab

Why does our client need to advertise? In a city with affordable public transportation and pedestrian-friendly streets, many San Franciscans don’t consider taxi cabs a necessity. Most city dwellers will only ride in a cab as a transportation last resort when 1. MUNI is out of service, 2. They can’t find a friend to give them a ride or 3. Their destination is full of steep hills.    What is the advertising going to accomplish?SF Yellow Cab Company needs to position itself as a more viable alternative to public transit.  Who are we going to connect with? We need to connect with people who don’t have cars and hate public transportation.  What are the most insightful things we know about them? Most city dwellers consider taxis to be one more expense they don’t need in their everyday city life or as a last resort when public transit is not available. However, what they really want is to make sure they get to their location without any negative (or dramatic) incidents. They want a ride that is comfortable, convenient and will get them where they need to go in a timely manner. They tend to shy away from Yellow Cabs because of the cost, but they often forget that the benefit of a Yellow Cab far outweighs the negatives of their alternatives.  What is the single most effective message we can tell them?MUNI sucks, Yellow Cabs don’t.

What else is there to know that supports this message? SF Yellow Cab is the most convenient cab company in the city. You can get a ride whenever you need one to wherever you need to go. You can call ahead of time and be picked up right at your doorstep at the exact time of your choice. SF Yellow Cab always remembers your location when you call from a landline. In a trusted Yellow Cab there is no need to deal with rude MUNI conductors or stuffy buses and metro cars and you don’t run the risk of getting caught in the rain or getting cited for losing your MUNI pass. Yellow Cab also takes credit cards and has hybrid cabs on the road. They also have the most cabs in the city and are the easiest to spot because of their bright yellow paint. Most importantly, they are part of a taxi co-op that has been around nationally since the early 20th century.   

Outdoor

Type : Posters/Billboard Ads/ Bus SheltersName : ‘Life is Too Short for MUNI” Placement : Streets MUNIpassengers and pedestrians might pass on their bus route. Target Audience : MUNI passengers and pedestrians.Description : Three images depicting why Yellow Cab is a bettter transportation option than riding MUNI.

Television Spot Type : Television Spot Name : “MUNI Fight” Placement : Local stations/CableTarget Audience : People who ride MUNI or are looking for transport alternatives Description : Real footage from a MUNI fight.

iPhone ApplicationType : iPhone/iPad/iPod Touch ApplicationName : MUNI MadnessPlacement : iTunes Target Audience : People who ride MUNI and think they have no other transportation option.Description : A game that entertains the player by having them weave their way through actual MUNI scenarios. When they lose, an SF Yellow Cab pops up on screen allowing them to contact a taxi.

Website

Type : WebsiteName : MUNI Horror Stories Placement : Internet/Link from Yelp and Facebook Target Audience : SF residents Description : Message board for people to sound off on MUNI by posting true horror stories.

Alaska Tourism

Planner: Ivanna Mazza Art Director: Hansley Kasih Copywriter: Breanna DobbeInstructors: Elish Greenwell, Shane McGuire, Derah GordonSpring 2010

BRIEF: Alaska Tourism

Why does our client need to advertise?

Most travelers think that the beauty of Alaska is only seen offshore on a cruise ship. The Alaska Board of Tourism wants people to know that there is so much more to the state –most of which is found inland such as Denali National Park, or in interesting towns along the Alaskan Highway. This is also a great opportunity for the state to attract a younger demographic; families, young couples, and groups of friends who may not be aware of all the Alaska mainland has to offer.

What is the advertising going to accomplish?

We need to show that the magic of Alaska is best seen on the road.

Who are we going to connect with?

People who want to experience the beauty of the open road - a younger demographic of travelers, those who want to learn and discover something new on their vacation.

What are the most insightful things we know about them?

This demographic is tired of populated hot spots like Hawaii and Florida or the fabricated amusement of parks like Disneyland and Six Flags. They want something real where they can create their own magical memories through nature, history and culture. They want their children to learn something on their vacations that’s worthy of show and tell at school. They want to create real memories. They want to say that instead of a vacation, they went on a journey of discovery.

What is the single most effective message we can tell them?

Don’t vacation; take a journey.

What else is there to know that supports this message?

A road trip is a chance to discover places, people and things. Alaska’s vast natural resources, important historical milestones and its local cultures are all best discovered at one’s leisure. We need to inform people that Alaska is home to the tallest mountain in the United States, has natural phenomenon such as the Northern Lights and has daylight until midnight, which gives you a chance to see a lot more. We need to remind people that Alaska’s history is filled with tales of pioneers, miners and fur traders; that its native culture is more than just igloos and Eskimos. We need to show them that they can pass the time wildlife watching, hiking through Tundra, panhandling for gold in old mining towns and that talking to locals, while learning about Totem poles are among the interesting things they can do in Alaska. A road trip lets you see much more of Alaska than would be seen on a cruise.

Guerilla

Type : GuerillaName : Alaskan Traveler JournalPlacement : Book storesTarget Audience : People who are looking for books about traveling.Description : A choose-you-own-adventurejournal based around the adventures of four young adults traveling throughout Alaska experiencing different modes of travel, the excitement of the wilderness, and the culturalbeauty that Alaska has to offer.

Interactive

Target Audience : Travelers who plan their vacations online.Description : Online version of the choose-your-own-adventure journal, comes with Alaska Trip Planner.

Type : InteractiveName : Alaskan Traveler Journal’s WebsitePlacement : World Wide Web

Social Media

Type : InteractiveName : Alaska Trip PlannerPlacement : Facebook app, Iphone app, websiteTarget Audience : Online users.

Description : Online application that allows users to plan their journey byselecting friends for their travels. They can select numerous destinations that are available in the application’s database also. The application will then calculate and generate a trip route.

Print

Type : Print AdName : Spirit of AlaskaPlacement : Travel magazines, Bus stops, &Outdoor posters.Target Audience : People who are interestedin traveling on their own terms and discovering things while on vacation. Description : Key elements inspired by the sitesof Alaska collaged together to become one.

Campaign Analysis This campaign analysis was meant to gauge the effectiveness of the brief and campaign for Alaska Tourism. I chose the campaign created by Hansely Kasih (Art Director) and Breanna Dobbe (Copywriter). Of all the teams that had worked on my brief, I felt their campaign was the one that really spoke to the core of the Single Most Effective Message and embraced the spirit of its idea.

However, I was curious to see what others thought of the message as well as the campaign. So, I created a “journal” to mirror the campaign’s “Create-Your-Own-Adventure” journal.

Included in this analysis is the qualitative survey I created to research how people within the chosen target demographic traveled and what they value in their vacations.

I also included the results of the informal interviews I conducted after the campaign was finalized to see what the general consensus for the campaign was and if it indeed inspired my target demographic to go to Alaska.

Brand Book

SPRING 2010

Project Ripple Effect is the non-profit organization that our team came up with to show that our business was not soley about turning a profit. Growing up in California, lack of rain is nothing new. There were years when we could not take longshowers, water lawns or wash cars very often.I started thinking about how we take water for granted here in the U.S., especially when there are people in developing countries that don’t even have fresh water to drink and are starving because they can’t grow crops. The idea behind Project Ripple Effect was to make it a joint effort between Get Wet stores and Water.org which helps people in developing countries build water wells. We wanted to take it a step further by harvesting rain water at our stores and help the organization invest in rain water harvesting projects as well.

Project Ripple Effect

It’s rare to find three individuals who can be on the same page during each step in a process. We had so much fun putting our brand together that we thought of it as a real business we were actually starting. L-R: Ivy Mazza, James Mills, Ivy Chen

Social Media

SLOWNOMA: Food For Thought Short Film

Spring 2010

Sonoma is the birthplace of the California wine industry, but has also recently been named the first Cittaslow, or Slow Food City, in the United States. This small town 60 minutes north of San Francisco not only has a strong cultural and historical identity, but a deep agricultural presence. Its residents know how to enjoy life by living it to the fullest; they also know how to take it easy. People in Sonoma are the type who actually stop and smell the roses; they like it slow because it helps them stay sane and healthy.

Just as people in Sonoma have become

increasingly more aware of their environment, they have also become more interested in what they are putting in their mouths and into their bodies. Not only are people there more likely to buy organic and sustainable food because it tastes better, they are also all about thinking locally in order to create less impact globally. Aside from being know for it’s wine, Sonoma has an abundant agricultural community. Food and wine are a big part of enjoying life in Sonoma and knowing where it comes from makes all the difference. A lot of people shop at the local Whole Foods, but there are also purists who stick to buying fresh from the farm, and supporting local agriculture at the weekly farmer’s market. Others have even taken to growing fruits and vegetables in their own yard in order to maintain quality.

being crafty

Acoupleofyearsago,Istartedmakingmeltandpoursoapsasawaytosavemoneyonholidayandbirthdaypresents,whilegivingmylovedonessomethingspecialthatcamefromtheheart.Isoonrealizedthatitwasagreatwaytocombinetwoofmyfavoritethings:cookingandbeautyproducts.I’vealsofoundthatsoap-makingcanbeagreatoutletforcreativity.Byconcoctingmyownfragrances,aswellasmixingandmatchingcolors,IknowI’mcreatingsomethingthatisnotonlybeautifulbutalsopractical.Mysoapsareallbasedonbeverages.Forbirthdays,Igivemyfriendscocktail“flavored”soapswithfragranceslikesangria,absinth,mojito,pinacolada,andcosmopolitan.Fortheholidaystheygetpeppermintschnaps,gingerbreadandspicedcidersoaps.

Onthefollowingpageisasimplestep-by-stepguidetomakingabasiccoloredandfragrantmeltandpoursoap.

Start off with a bar of glycerine and chop it into smaller pieces so that it melts easily.

Melt the glycerine in a bowl over water in a saucepan, like you would melt chocolate for baking.

Stir glycerine with a wooden spoon untilit turns to liquid.

Add fragrance to smell. The glycerine can sometimes over-power thefragrance, so I tend to add more to compensate.

Add pigment to the melted glycerine and stir. Add as much pigment as needed to achieve desired color.

Pour melted glycerine into plastic molds, spray rubbing alcohol to stop oxygen bubbles from forming and wait until glycerine has solidified.

In Development: Final Proposal

Asafirst-generationAmericangrowingupintheSanFranciscoPeninsula,Iwasnotonlyraisedwithastrongsenseofmyownculture,butalsoagreatappreciationforthediversityofotherculturesfoundthroughouttheBayArea.MyparentsmadesurethatSpanishwastheonlylanguagespokeninthehouseuntilIenrolledinpre-schoolsothatIwouldalwaysbeabletocommunicatewithfamilyandfriends.MymotheralsosawthisasagreatwaytoallowmybraintosoakupotherlanguagessuchasItalianfrommydad’ssideandGermanfromherside.

IseetheabilitytospeaktwolanguagesfluentlyasahugebenefitinmylifeandIamespeciallyveryluckytospeakSpanishwellenoughtobeabletousethatinmyeverydaylifeoutsideofmyfamilycircle.LatinAmericansarethefastestgrowingsegmentofthepopulationintheUnitedStatesandalthoughmostofusarefirstandsecond-generationAmericans,westillloyaltoourheritageandlanguage.

Ihavebeenfascinatedwithculturesandlanguagessincemyfirstdayofpre-schoolwhenIrealizedthereweremorevarietiesofchildrenintheworldthanjustCaucasianorLatinokidsthatIhadbeenplayingwithuntilthen.

Therewassomuchtolearnabouttheirlanguages,theirtraditionsandfoods.I’mluckythatIwasraisedinacommunitythatvaluedeveryone’sdifferencesandtaughtustobecuriouswhilerespectingeachotherandwherewecomefrom.

IstillfindthatIamcuriousaboutotherculturesandrealizethatItendtogravitatetowardtheInternationalstudentsatschool.IfeellikethereissomuchIcanlearnfromthembothpersonallyandprofessionally.Inourever-expandingglobaleconomythemostsuccessfulpeoplearethosethathavelearnedtoembracedifferencesinothers,whilelearningtocapitalizeonthosedifferencesinawaythathelpsallofusforthefuture.

Linguistics,CulturalAnthropologyandEthnographyareallsubjectsthathighlyinterestme.Ithinkstudyingconsumertaxonomiesisafantasticwaytofindoutwhatpeoplebuyandwhytheypurchasethosethings.IwouldliketoexpandmyculturalawarenessbystudyingpeoplethroughMarketResearchandotheractivitiesthatmighthelpmelearnmoreaboutwhatmakesusdifferentandwhatbringsusalltogether.Ithinkthiswouldbeagreatwaytonotonlydevelopbetteradvertisingstrategies,butalsocommunicateinmoreeffectivewaystotheever-expandingglobalcommunity.

CuriosityandawarenessoftheworldoutsidearetremendouslyimportantqualitiesinanAccountPlanner.Ialsothinkthatknowledgeofforeignlanguagesandculturesgoalongwayintoday’sbusinessworld.

Idon’tbelieveinlimitingmyselftojustonecareerpath.AlthoughIadoremybelovedSanFrancisco,Iwouldsomedayliketoworkabroad.IespeciallywelcometheopportunitytobeabletousemySpanishskillsworkingatanagencyinArgentinabecauseIknowthechallengewouldmakemeabetterstrategistandpersonwhilebringingmefullcirclewithmyculturalheritage.IwouldalsoliketobringthatknowledgebackhometoHispanicadvertisingagenciesandmarketinggroupshereintheStatesinthehopeofbetterservingmycommunity.