Bobin_PlanningPortfolio

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account planner. bobin kim

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Transcript of Bobin_PlanningPortfolio

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account planner. bobin kim

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bobin[bo:bin]- noun1. a curious person who has a bicultural experience, an open-mind, and also has an optimistic view of life2. a smart planner who has creative thoughts, clear analytical views, and a strong sense of responsibility 3. an talented artist who is capable of visualizing and fully free to express visually

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501 Taylor Street Apt.304San Francisco, CA 94102P. 415.939.5131E. [email protected]. bobinkim.wordpress.com

BOBIN KIM

About Me

Planning Skills

Design Skills

Creative briefs, market research/analysis, brand strategy, consumer segmentation, branding, visual presentation, advertising communications, media planning

- Highly proficient computer skills in Adobe Photoshop, Illustrator, InDesign; Microsoft Word, PowerPoint, Excel, Keynote, Final Cut Pro - Logo design, coporate identity (CI), package design, page layout

ObjectiveA position as an entry-level account planner or related position in the strategy department of an advertising agency.

Woman’s NO.1 Korean Weekly Magazine, Everett, WA (June 2007~ July 2008)Graphic Designer/Editorial Designer- Responsibilities include for both developing magazine advertising and manag-ing publication contents. Assigned photo editing, page layout for print.

Freelance Graphic Designer for Teriyaki Restaurant, Lake Stevens, WA (Jan. 2008)- Created main menu, gift coupons, and punch card.

Experience

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EducationMFA in Advertising focus on Account Planning2008 - 2011, Academy of Art University, San Francisco, CA• Special courses included; one-on-one directed study with; - Account Planner at Venables Bell & Partners, San Francisco - Media Planner at Carat, San Francisco

BFA in Graphic Design 2004 - 2007, Savannah College of Art and Design, Savannah, GA

Scholarship

Other Information

Recipient of one of the highest awards at the Savannah College of Art and Design: Frances Larkin McCommon Portfolio Scholarship in the amount of $7,500 per year for four years, 2004-2007

• Bilingual in Korean and English• Skilled in black and white photo developing, jewelry making, drawing, painting• Talented piano/keyboard player

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Instructor: Michael Luzzo

Putting Bisquick pancake back in the breakfast conversation.

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Bisquick’s line of pre-mixing baking products has 77 years of history. As the years have passed manufacturers are busy following the latest trends. Bisquick, how-ever, remains a trusted staple in America’s kitchens. The new Bisquick Shake ‘N Pour is a tasty and easy-to-prepare pancake mix.

Pancakes have been a long time American favorite family breakfast, which brings a happy and fun memory. Many people have a memorable experience eating pancakes at least once in their lives, especially when they were very young.

The problem: Today, the world has become much easier to live in but at the same time people are living much busier lives. People frequently skip a breakfast or eat something quick and convenient to prepare. When was the last time you had a leisurely breakfast with your family?

Creative Brief: Bisquick Shake ‘N Pour

Strategic Challenge

ObjectiveTo increase sales of Bisquick Shake ‘N Pour in the United States. How can we do that? Let people know Bisquick Shake ‘N Pour is a convenient meal of today, which also has a classic feel.

Traditional Breakfast Convenient Breakfast

Breakfast Scene in the Past Breakfast Scene in the Present

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Target Insight

Big Idea

Bisquick Shake ‘N Pour is a big wholesome classic breakfast in a small effort.

“I don’t remember when was the last time I had a leisurely breakfast with my family. I struggle every morning to get the kids ready for school. Suddenly I find myself shopping for simple and convenient meals to save on cooking time. I want to feed my kids a delicious meal but time is a big issue.”

Lisa, age 40, stay-at-home mom with three children

“I am a college student, living with two other roommates in a small apartment near my college. For breakfast, I usually eat an apple or an egg scramble if I have time to cook. But I always miss my mom’s fluffy pancakes. Every holiday I visit my parent’s house, mom serves a full delicious meal every morning, includ-ing tasty pancakes. I can’t imagine making pancakes every morning. That is so time consuming!”

Ashley, age 20, college student

Primary target

Secondary target

“ “

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Execution: Bisquick Shake ‘N Pour

The print execution:Along with a Bisquick Shake ‘N Pour, making a pancake is fun, fast, and easy. Its homemade flavor gives a classical feel.

Art Directors: Bobin Kim Raza Durami

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Instructor: Alan Stout (Goodby, Silverstein and Partners)

Unpack Muni #38: who rides Muni and how to create communication with them?

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Observational Research: Muniobserving & analyzing in the fieldmid of September, 2009

Assignment:Through first hand observation, segment Muni riders and cre-

ate insight into how to communicate with them during their Muni experience.

Location:#38 Muni Station, Geary Street

Muni:The San Francisco Municipal Railway is the public transit sys-

tem for the city and county of San Francisco, California.

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Overview:All the segments ride Muni at different times according to their

jobs or situations and I divided into daytime and nighttime.

Daytime Riders:Office is everywhereWide-eyed wonderSeeking comfort

Focused on family

Nighttime Riders:Me, myself, and I

Getting to the part-time gigOut for fun

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how to spot them;

- smart phone, messenger bag, semi-suit, held up coffee or a piece of pastry, sunglasses

their world;

- check tons of business emails every 5 minutes

- donʼt have a time to pay attention to other people

- be pressed for time

- never sit in the back of the bus

- work is their primary goal

how to breakthrough into that world?

- stimulate their hearing or smelling

- action is better than words

- audio commercial, free tasty drink/breakfast pastry, eye-catching display ad,

free stationary gift, banner ads in smart phone apps

Office is everywhere

Day Time

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how to spot them;

- map, guide book, camera, comfortable clothes/shoes, backpack, wide-brimmed hat,

sunglass, hip-sack, water bottle

their world;

- expecting something unforgettable memories/places

- pretend not they are tourists when they purchase something because

they believe people will rip off them

- keep looking all around with full of curiosity

- think bus driver is a tour guide; keep asking about the place where they

want to go

how to breakthrough into that world?

- create communication that act as a guide

- showing free memorable event/show to get their attention

- hand out some free guide book/information booklet

wide-eyed wonder

Day Time

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how to spot them;

- walking stick, cotton trousers, checked shirt and light-weighted jacket, reading glasses,

senior citizen ticket pass, handkerchief

their world;

- not hesitate to use a public transportation because senior seats are always prepared

- slow mover, may be suffering from arthritis or other ailments

- lonely, kind and gentle

- take longer to get/adapt something

- having a monotonously repetitive daily life

how to breakthrough into that world?

- create experiences make their life more easier;

senior seat, elevator, escalator

- appeal to their friendliness: using one-on-one communication

seeking comfort

Day Time

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how to spot them;

- big diaper bag, stroller, baby carrier, comfortable clothes/shoes, small-sized toy/doll, baby towel

their world;

- “baby, baby, and baby!!!” always concern their baby; their health, safety....etc.

- conversations with strangers revolves around the babies

- want to have a secure SUV for their family

- sometimes feel distracted by babyʼs tantrum

how to breakthrough into that world?

- parents are always concern their baby so stimulate babyʼs curiosity;

touch screen, animal sound/images, voices or images of cartoon characters

- offer some discount/free donation items, or coupon books

Focused on Family

Day Time

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how to spot them;

- mobile device, backpack, books, tumbler, t-shirt with jean,

headphone/earphone, laptop, MP3 player

their world;

- not interested in others

- used to being alone; reading books, listening loud music,

phone texting, they donʼt like to be disturbed

- hate boredom; they constantly doing something

how to breakthrough into that world?

- showing something creative, fun, and interactive visuals;

touch-screen ad, or design the bus inside/outside in a more eye-catching way;

bus straps, bus seats, bus shelter..etc.

me, myself, and I

Night Time

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Night Time

how to spot them;

- tote bag, MP3 player, earphone, black-colored clothing, comfortable shoes,

monthly Muni ticket, and washed-apron in the bag

their world;

- mostly college students who earn their living expenses by themselves

- mostly using public transportations or bicycle

- look exhausted and tired-- maybe managing both work and classes

- commute is extra time to either study or relax

how to breakthrough into that world?

- need something physical things that cheer them up;

free energy drink/coffee, free discount spa/massage coupon books,

free sample kits

getting to the part-time gig

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how to spot them;

- evening attire, that may or may not be weather appropriate, club clothes, high-heel, small purse,

cell-phone (usually texting) talking about plans and who they will meet-up with

their world;

- their mind is on what will happen tonight

- fashion/style conscious

- very talkative, usually gathering together

- fun, active, optimistic, outgoing / love dancing, singing, mingling

how to breakthrough into that world?

- need something new or trendy visuals for catching their eyes

- using a star marketing is another good way to connect with them.

- hand out free useful items like foldable flat shoes for their hurt feet

or breath mints

- create social experience or things you can share with them

OUT FOR FUN!

Night Time

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Conclusion:Hundreds of different people ride Muni everyday and they all

have different experiences. To communicate with them, we need to observe their behaviors and create communication

that speaks to their own set of unique motivations.

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Instructor: Sean Staley (Venables Bell & Partners)

Breaking through the perception of the boring brand.

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Creative Brief: Dell Inspiron Duo

Brand ImageDell’s low-cost policy is competitive in the market place, however, it has weakened their brand image. Due to their low-cost model, consumers find Dell computers better suited for education or business use, rather than for personal computers.

However, Dell recently launched a new innovative line, called ‘Inspiron Duo’ and tries to break away from their institutional, old-fashioned brand image.

What is the advertising going to accomplish?Introducing Dell’s new innovative product to young target market and make them purchase it.

Students and young workers who are flipping between fun and functionality whenever they want!

Who are we going to connect with?- Mostly college students, ages between ages of 18 to 25- Trendsetter, have a, passion, curiosity, participation, and strong individuality - PC users, SNS-friendly, multi-entertainment user (game, movie, music player, book reader)- Design and its uniqueness > specifications- Looking for a 3-dimensional tablet/netbook that can be used at anywhere, anytime- Have a wide variety of interests; game, sports, music...

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What is the single most effective idea?

Inspiron Duo what happens when the fun and functionality of a convertible car comes to computing.

Having a fun weekend with my friends. My car turns up an entertainment

place for singing out loud!

Having a busy working day with a cup of morning coffee. My sedan turns me up

like a high-class businessman.

Date out night! Open my car roof and drive along the beach. Her wind-blown hair looks sexier.

convertible style convertible style convertible style

Duo styleDuo styleDuo style

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Turning product features into a bigger brand purpose.

Instructor: Sean Staley (Venables Bell & Partners)

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Brand Strategy: Flip Mino HD

about Flip Mino

SWOT Analysis

10 unique things about Flip MinoThe Flip Mino HD is a sleek, pocket-sized high quality video recorder, allowing you to take it with you everywhere you go. Its small size is complemented by an interface that’s incredibly easy to use. Simply power on and press record. You will cap-ture video in seconds. There is no limit to where you can take it and what you will end up shooting. Flip Mino HD provides you the power of self-expression, enabling you to shoot and share your stories with people all around the world!

S

TO

WUltra-slim and portable

Personalized platform design

High quality video and sound

Easy interface design

People love small gadgets

SNS (Social Networking Service) becomes popular trend

No other extra payment for device

Too sensitive touch buttons

Limited battery charging option

Shows fingerprint and dirt easily

Small memory capacity

Multifunctional devices keep releasing (iPhone, Nano, iPad, Galaxy Tab)

Not suitable for professionals

Economic recession

compact quick

personal simple

stylish crisp convenient

ultra-slim self-expressioneasy

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T

problem

business objective

communication objective

Technology is developing rapidly with the advances in the smart phone industry and multi-functional electronic device industry, markets for HD camcorders are decreasing. Therefore many digital gadget makers are constantly trying to find ways to differentiate their products both visually and functionally. The Flip Mino HD would fall under this category.

Communicate to everyone that the Filp Mino HD is a ‘moment capturing de-vice’, which is simpler and easier to use. Consumers deserve a simple and better experience to save their unforgettable moments.

Make people choose a Flip Mino HD as their must-carry second device, in addition to smart phones so that the company can increase sales in the United States.

who are we going to connect with?The primary market is generation Y, who are 18 to 30 years old, young, creative and optimistic males/females. They are accustomed to using all forms of technology, i.e., mobile, social media, and all kinds of digital entertainments. They love to share or communicate their lives with others through the Internet or other digital mediums.

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Brand Strategy: Flip Mino HD

brand truth

single most important message

tagline

One button quickly saves your never-coming-back moment!

Never Miss the Moment!

The pocket-sized HD camcorder is quickly captured your moment and simply share with others.

what are the most insightful things we know about them?Generation Y (Millennials) - Born between 1980 ~ 2000- young, smart, and brash / very active, creative, independent, insanely busy- crave simplicity - Apple, Toms, Fixie- culturally liberal, racially and ethnically diverse- hyper connected with digital culture: familiarity with communications, media, and digital technologies- multitaskers, can juggle e-mail on their BlackBerrys while talking on cell phones while trolling online - they may wear flip-flops to the office or listen to iPods at their desk- tech-savvy: plugged-in 24 hours a day, 7 days a week. They prefer to communi cate through e-mail and text messaging rather than face-to-face contact- 97% owned a computer / 94% owned a cell phone / 56% owned MP3 player- 76% used instant messaging / 92% doing multitasking

“ My first day at school is always exciting but can be nerve-racking at the same time. I would like to memorize the students’ names and then add them on my Facebook later at home, rather than I make the first move and say hi to them. Social network-ing is a simple and comfortable way to get to know each other. Through sharing via social networking, we find some intimacy and build our relationship.”

(Josh, age 18, student)

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Execution Ideas

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Instructors: Eric Solomon (Venables Bell & Partners) Elisha Greenwell (Wieden + Kennedy)

Current brand + Needs of new target------------------------ Competitive white space

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Brand Strategy: Jack Link’s Portion Control

Jack Link’s Portion Control is a healthy beef jerky snack that contains only 100 calo-ries in each package. Jack Link’s is doing a great job with their current Sasquatch campaign and is in the current leader in the beef jerky market. According to the survey, people recognized Jack Link’s simply because of their Sasquatch campaign.

Problem:However the meat snack has a small market share in comparison with other snacks, making up only 2% of the total market. Although Jack Link’s Sasquatch campaign is extremely successful, their commercials mainly market to young males. To increase their market share, Jack Link’s should also market to other audiences.

Strategic Challenge

Who is the new audience and what are they like? What is the role of the brand in their lives?

The audience should be moms with children between the ages of 5 and 16. They value convenience, price and health, all of which are strong equities that Jack Link’s can leverage in order to communicate to this new market. However, most moms have a misconception about beef jerky snacks being unhealthy.

UnhealthyToo MuchSodium

<Moms incorrectly view Beef Jerky as unhealthy>

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• The product is affordable• The product is pre-packaged, which makes it very easy to pack in a kid’s lunch.• Portion Control packs contain only 100 calories.• Jack Link’s Beef Jerky is a leaner form of protein.• Jack Link’s is a healthier, longer-lasting alternative to other salty snacks like chips, which don’t fill you up the way beef jerky can.• Jack Link’s Beef Jerky is low is carbs, unlike other salty snacks.• Sodium provides a good source of electrolytes, which all active kids need.

47Health

29

Convenience

24

Price

Convenience

Price

Health

Moms’ Top Priorities

Parents typically look to themselves when it comes down to the ultimate responsibility for their children’s health.

Childhood obesity is a serious and escalat-ing public health concern, yet children are targeted as never before by marketing and high-calorie, nutritionally deficient foods.

““

““

Promoting Jack Link’s (JL) beef jerky as a healthy snack is not going to be enough to separate them from their market competitors. What JL can leverage in their marketing campaign is “portion control’, which no other competitors in the market are doing. Of all the things moms’ value most in a snack, portion control is the most credible for us.

Why should people believe it?

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If Jack Link’s was a car...

So, Jack Link’s is...

Too Manly

Too Unhealthy

Just Right:cool and edge but also safe

Just Right:cool packaging and good taste

but also healthy

Too Mom-ish

Too Healthy

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Big Idea

How and where are we going to bring this to life?

What does success look like?

Tone

Jack Link’s Portion Control is a new revolutionary snack that toughen up your kid’s health.

• The product should undergo a packaging change that appeals more to moms but also maintains the edginess of the current packaging/ marketing so as not to loose appeal to current market and to gain appeal with kids.• The product should be re-positioned in the grocery aisles near healthier snacks such as nuts, protein bars, etc.• TV, print, and Internet are all valid media through which we can reach moms. Consider mom blogs when targeting the online audience.

1. Moms start buying Jack Link’s for their kids.2. Kids start asking moms to buy Jack Link’s.3. Moms start buying it for themselves.4. An overall shift in consumer perception of beef jerky occurs, causing other companies to follow suit.

The campaign should communicate to moms by educating them about beef jerky’s assets but it should not takeon a typical “mom” tone. We need to find a balance between the edginess of the current campaign/consumerperception and the mom commercial so that we effectively communicate to moms without turning kids off to theproduct or alienating the current market.

“ “

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Mapping and augmenting the online shopper’s journey.

Instructor: Sean Staley (Venables Bell & Partners)

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Consumer Insight: Online Fashion Shopper Behavior

Inspired by media-Fashion magazines-Television/Movies

Inspired by surroundings-Friends, co-workers-Window display

Trend forcasting-Study fashion trend: colors, themes every season

‘Is this a new trend? These flat shoes look cute! I want to buy one.’

‘Where did you get this? You look cute!’

‘Omg! I want to have Lindsay’s Lohan’s bag!’

‘Yes! Spring season is coming soon! It is gonna be my season.’

Collections!!!-I never skip to watch every seasonal collections (style.com)-Check out fashion bloogers recent updates

Inspired by fashionista-Celebs-Paparazzi pictures-Blog stars-Street fashionista

Inspired by myself-I am a trendsetter! I know what I want(fashion-related people)

How connects with consumers?

Inspiration Thought Process ebay Connection Point

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Frugal ConsumerseBay is a world’s famous online marketplace, offers great discount products, second hand items, and auction-style listings. Consumers who are looking for moderate goods, they check up eBay website.

Busy Career WomenSmart phone is a great marketing tool for them. Busy working girls don’t have enough time to do window-shopping or skimming through fashion magazines. Instead, they play with smart phone apps during their break time. eBay iPhone app offers introducing new products virtually, style gallery, useful fashion tips, and limited sale items.

Internet Bloggers eBay opens a digital shopping style magazine, called ‘The Inside Source’. They offer fashion trend, pop culture, and home & garden stories. Bloggers save useful blogs and visit them frequently in or-der to get a good source or tip.

SNS UsersSNS is an online networking service focuses on building social rela-tions among people. eBay also has Twitter and Facebook network and expand their consumer market.

Purchase-Okay this is worth it!

Review-Kindly write a review for future consumers

Return/Exchange-Size isn’t fit!-Don’t like the color-Change my mind

Closet forever-Oops, it was another impulse item

Emotional connection is important to me- I love to visit offline stores and actually see, touch, and feel it!- I don’t trust online shoppingFor these consumers, eBay recently opens “eBay Outlet” in UK

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“Thus, the task is not so much to see what no one yet has seen, but to think what nobody yet has thought about that which everybody sees.”

- Arthur Schopenhauer

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[email protected]

Academy of Art UniversityAdvertising MFA

www.bobinkim.wordpress.com

415.939.5131

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Hire Me!