Marketing Communications Portfolio Rachel Boyd

919 S Grand Ave (818) 317-7519 Los Angeles California, 90015 rachyboyd23@gmail.com

My Name is Rachel and I am passionate about a career in Marketing. I am currently pursuing my A.A degree in Merchandise Marketing from the Fashion Institute of Design and Merchandising. Upon graduating, I also hope to receive a B.A in Business Management and pursue a career in Marketing. I enjoy fashion and styling because it is a way to express yourself, your feelings, and your emotions. My realm of interest is in the marketing and P.R side of the industry, which includes market research, advertising, writing press releases, and visual communication.

Table of Contents

Peer Intro…………………………………………………..4-6 Blog Landing Page & Mind Map……………..7-10 Blog Post……………………………………….………...11-14 Press Release………………………………………....15-17 Situation Analysis & Ads……………………….18-22

Direct Marketing Media Message……....23-24 Social Media Marketing Campaign……..25-28 Mobile Marketing Campaign………….…...29-30

Peer Intro

A look at the life of FIDM student Suji Kim in the past,

present, and future.

Peer Intro

A different name, a last minute decision, and a mind filled with positive thoughts; who

exactly is Suji Kim? Though Suzi is her real name, she goes by Suji due to her grandma’s

mispronunciation of her name as a child. Suji was raised in Georgia but is now in Downtown Los

Angeles. FIDM was actually a last minute decision she made instead of going to FIT in New

York. She enjoys living in Los Angeles because of the many different places to eat in the area.

You can always find her on Yelp, searching for new restaurants to show her friends. She

appreciates good food and has said that she will “always splurge on food.” This ideal is rooted in

her childhood memories of finding new restaurants with her dad.

Currently Suji is a P.R intern for Berri Goldfarb. She realized her dream career

while taking a boring class and discovering that buying was not for her. She found herself loving

P.R and dreams of working in P.R in her future. One of the main reasons she wants to be in P.R

is because there is “no same day” and she wants the excitement of not knowing what each day

will bring.

Suji lives by the law of attraction. With positive thinking, comes positive results. One day

she wants to live in Australia. Why Australia? Well because she thinks Australians are nice and

motivational. She lives life based on motivation and positive thinking. She takes each day at a

time and focuses on what she has in the present.

What is inspiring about Suji is her optimistic view on life. She may not be content with

what life brings her now, but she knows that if she remains optimistic, it will turn out in her

favor. She knows what she wants, and although she remembers instances from her past, she is

ready for what the future holds. Suji lives in the present but will always be reminded of how she

got here.

Blog Landing Page

Staying Stylish is a fashion lifestyle blog that highlights

key aspects of being fashionable on a budget.

Description of Target Audience

Staying Stylish is a blog targeted for college students, aged 18-22,

that are looking to save money and still look stylish. These students are living in Los Angeles and either have a part time job or are currently looking for one. They enjoy exploring new trendy places to eat as well as shopping around all parts of L.A. This blog aims to give insight on the latest fashion trends and how to shop them at an affordable price. Meta Tag: Staying Stylish - Who Says You Can’t Be Broke and Fabulous? https://staylingstylish.com/fashion-style-blog Your direct guide to Los Angeles fashion that won’t break your bank!

Landing Page

Blog Post

Unpopular Blue Jeans is a lifestyle blog offering

readers articles about changes in society due to social media and technology changes. These opinions may be unpopular but they are guaranteed to make you think.

Unpopular Blue Jeans

Why Instagram is Making You Feel Trapped By: Rachel Boyd

Instagram within the past year increased by over 100 million users, totaling over 500

million monthly active users as of June 2016. That means out of the 7.1 billion people in the

world, 500 million, and counting, are faced with the ultimate juxtaposition between Instagram

life and real life.

The typical day for an Instagram user revolves around a picture or two of scenery, pets,

or even a selfie here and there. What I found interesting is the amount of pressure and standards

that are set now for some Instagram users. Based on personal experience, I found myself no

longer loving Instagram because my pictures did not show who I was, but rather what I want

other people to believe I am. I’d spend hours editing the perfect picture and what was it for?

Likes? Reputation?

I asked myself, “What is the value in getting likes?” “Does it make me feel confident?”

Sure, I’m smiling in the pictures but who said those smiles are real? Just by scrolling through

the endless posts on my Instagram feed, I am engulfed in the truth; Instagram has trapped me in

this parallel universe of what is socially accepted.

It’s 2016 and yet we still find it hard to be accepted into society’s standards. I’ve seen it

with my own eyes, hell, I’ve fallen victim of the crimes of what you can and can not post on

Instagram. I have nothing against Instagram, but what I am against is the facade behind posts. I

see more and more kids glued to their phones instead of enjoying the world around them. What is

tragic is how they’re doing activities that are only “Instagram worthy”. I guess what I’m trying to

say here is that I wish Instagram wasn’t so strict on how we should live our lives. Essena

O’Neill, a popular Instagram user, broke out of her silence on her relationship with social media,

living by the motto “social media is not real life.” Last year, she made headlines by her decision

to quit social media altogether. “I was lost, with serious problems so beautifully hidden … If

anything my social media addiction, perfectionist personality and low self esteem made my

career,” she said.

I remember going through her posts and wanting to be like her. She was beautiful and

that was proven by the amount of followers and likes she got. She inspired me to examine my

inner self and the correlation to my Instagram, and what I found was in no way really who I

wanted to be. I was selling myself to the wrong crowd, with the wrong idea and I knew I had to

put a stop to it.

I had to ween myself slowly off of Instagram like a dangerous drug, which to me it was. I

needed Instagram rehab and the only way I could get it was if I deleted my profile. The second I

hit that delete button, I felt a rush of relief soar through my body.

Your image,whether it be a picture or yourself, is under watch. Perfection, nowadays, is a

trend that’s spreading like wildfire and Instagram is where the fire starts. I know this isn’t always

the case for some users but this is something I have experienced and wanted to share with those

who feel as though Instagram is the deciding factor on how you should live your life. I compare

myself from last year to this year and it is as if I am a completely new person. I feel as free as I

have ever been and all it took was for me to delete Instagram and focus on the beauty that

surrounds me. If you’re looking for an outlet to happiness, delete Instagram. Remember, likes

don’t define your worth. How do you feel about Instagram? Do you think it has become a

platform to plaster someone that you are not? Leave a comment below.

Press Release

FIDM Museum & Galleries, located on the FIDM L.A

campus, showcases a variety of different exhibits,

including their new addition “Man Mode: Dressing the Male

Ego”.

Contact: Rachel Boyd (818)317-7519 rachyboyd23@gmail.com FIDM Museum & Galleries Invites Guests to Experience “Man Mode: Dressing the Male

Ego”

Featuring three centuries of menswear that showcase the male ego in every setting from day to night.

Los Angeles, CA- (November 7, 2016) - FIDM Museum & Galleries, providing students,

observers, and the public to experience and examine historic fashion exhibitions, has announced

it’s newest Museum exhibit, Man Mode: Dressing the Male Ego . The exhibit features three

centuries worth of strong silhouettes and extravagant embellishments, with the oldest garment

dating back to the early 1800s. Viewers of the exhibit experience not only 200 years of history,

but also the correlation between menswear and ego.

“These costumes are so exquisite and it is a treat to see a garment that is over 200 years old in

such pristine condition”, said museum associate Joana Abijaoude. “We put a lot of effort into

making the experience worthwhile for our visitors. We want them to imagine a character

associated with these garments. It is extraordinary just how much time and effort goes into the

production of just the mannequins and once we have the outfits, the story really comes together.”

This exhibition explores numerous aspects of a man’s life from different centuries and is

showcased through each historical garment. The exhibition displays a range of garments,

including a delicate 18th century court suit, a suit jacket made from cigar silks and a 1930s

beachwear ensemble, to name a few.

Located at 919 S, Grand Ave, FIDM Museum and Galleries is open Tuesday through Saturday

from 10am to 5pm. Admission is free. For more information visit fidmmuseum.org.

Situation Analysis: Old Spice

An analysis of the Old Spice brand and the

introduction of a new product geared towards a new generation of Old Spice Men.

Situation Analysis Outline: Old Spice

I. Executive Summary: Old Spice is an iconic American brand, known for men’s self care products. The brand was founded in the late 1930s and has since been a staple for men. Products include deodorants, after shave, body washes, shampoos, and soaps. Old Spice has always been targeted to older men who are confident and attractive, but considering the rise of the younger generation, it is time to change their target audience and create longevity with the brand. Baby Spice by Old Spice targets specifically to young men who suffer from acne and are looking to grow into the Old Spice brand. II. SWOT Analysis

Strengths:

-Classic brand with a strong image - Affordable and easily accessible - Well established brand with high brand loyalty

Weaknesses: - May be seen as an “old brand” to

younger generations - Brand image can be interpreted wrong

Opportunities: - Improving the brand image with

positive messages to young men and women

- Brand expansion to young men which increases their loyalty to the company

Threats: - Competitors like Axe, that target

younger men - Society encourages more gender

neutral products - Stereotyping

III. Situation Analysis Client and Product Old Spice is looking to target younger men that have problems with acne. The product service category is skincare and cosmetics. Compared to their competitors, the product will contain no harsh chemicals that irritate the skin. There will also be only natural ingredients with no micro beads. Target Audience The target audience for this line would be young men ages 14-24 that suffer for acne or are looking for a good, natural product for their skin. It will also target parents as well, considering they might be buying the product for the child or are concerned with what he will put on his face. The young man would want fast results, as he is too busy enjoying life or time with friends to be worrying about having bad skin. He wants to feel confident and is looking for the social benefits that come with having clear skin. Product Benefits The product is natural, easy and affordable. The product will focus on the benefits of having clear skin and what you can do with all the free time not worrying about acne. The smell will also be more pleasing to a younger crowd and won’t have the typical Old Spice musky smell. Desired Brand Image Old Spice has always been marketed as the go to scent for all confident, successful, and superior men. The goal with Baby Spice by Old Spice is to create an entire different brand image for younger men. Since the products will mostly be for teens with troubled skin, the image of the brand should be about living life in a care free way. The young man shouldn’t have to feel trapped behind his skin and should instead be out going to concerts, hanging with friends, or pursuing the new girl or boy in their class. The brand is all about living and truly being yourself and not what society expects men to be. Advertising Objective: The goal of advertising is to attract young men to use these products and embrace their true selves. Another goal is to create brand loyalty and to have these young men continue to use these products until they are ready to transition into Old Spice.

Strategic Message Young men using Baby Spice by Old Spice will feel confident enough to embrace their imperfections and live a worry free life. Living like this will help them end up like the Old Spice Man, who is confident, successful, and attractive. They will be irresistible to men and women. Appeals Old Spice advertising is geared towards women and how irresistible they are. They make men so sexy and extremely masculine. The goal of their advertising is to get men to buy it because it makes them appear more attractive and confident with themselves. With Baby Spice by Old Spice , the appeal is a little different. It will instead focus on the desired outcome of who is using the product and not how he is seen to others, especially women. Campaign Elements The campaign for Baby Spice by Old Spice will feature the slogan “Be You and All the Spice That You Are”. The ads will depict two sides: One side will be a young man having fun and going out, while the other will be a young man staring in the mirror, under a hoodie, ashamed of himself because of his acne. The ad will highlight the pain and worry behind the man in the second side and in the end he becomes the man in the first side by using the products. Acne free means less time worrying and more time living. Media Strategy and Placement The Old Spice ads will be placed on social media outlets, as that is the best way to advertise to young teens. There will also be a couple commercials shown on MTV as well as billboards that will just have the Baby Spice by Old Spice logo as well as the saying “Be You and All the Spice That You Are”. Advertising Magazine Ad:

Text Ad: Old Spice.com - Old Spice Acne www.oldspice.com/babyspice Don’t let acne stop you from being you! Get out there and fix your skin. There’s no time to waste! Facebook Sponsored Ad:

www.oldspice.com/babyspice Don’t cover up, we’re here to help troubled skin! We’ll take of your skin so you’ll have one less thing to worry about. Go get em and be you and all the spice that you are!

Direct Marketing

An email- marketing message for shoppers thanking

them for being loyal to the company and offering them a little gift of appreciation.

To: Suji Kim

From: Rachel Boyd

Subject: A surprise for our favorite client!

Refresh & Renew –

with you and your girls! Dear Suji,

Are you in need of a ladies night full of retail therapy and glasses of bubbly? Well to show our appreciation for you and your loyalty to Free People, we wanted to do a little something special for you! An in-store private event exclusively for you and 5 of your friends including complimentary snacks and champagne! Your guests will get 20% off their whole purchase, while you will get 30%. Yes, we are serious.

Get back to us with your preferred date and time at your nearest convenience. Take your time, we hope to hear from you soon – can’t wait!

Xoxo,

Rachel

Social Media Marketing

Home Again is a recycled clothing brand that strives

to make Earth our home again by reducing and reusing our natural resources.

Social Media Marketing

Home Again is a clothing brand made completely out of recycled items and

clothing. Home Again makes fashionable, recycled clothing at affordable prices and donates 50% of profits to help save the environment. Campaign: Home Again Promoting and encouraging recycled fashion through the use of 100% recycled items in order to reduce pollution and save our environment. Voice and Tone

● Caring: The desire to create a more sustainable and healthy planet to live and grow in.

● Hopeful: Bring encouragement and emphasize that we have the power to help the environment and make it a safer and healthier place to live.

● Motivating: Making a difference by purchasing recycled fashion and reusing our resources. Being mindful about our waste and consumption and altering our lifestyle.

Target Market

● Stylish and trendy people who love to style, create, and envision ● Anyone passionate about saving the environment ● People that wish to recycle their items ● Consumers that want affordable and fashionable recycled clothing

Central Message Our planet, our home, is endangered and it is up to us to change the future. Home Again brings awareness to environmental issues and encourages reducing, reusing, and recycling. Goals:

● Bring awareness to environmental issues ● Help others understand that we are using all of our resources and now is the time

to reuse our resources ● To raise money through recycled clothing ● To reduce the amount of pollution caused by the production of clothing and

reduce production of new clothing with new resources.

Social Media ● Instagram

Caption : With your purchase of just one clothing item, you save valuable materials that can last up to 10 years. Only you can protect our home. Home Again and this time greener! #ecofriendly #recycledfashion #careforyourhome

● Facebook Caption: Imagine your house or apartment filled to the roof with trash and waste. How would you feel knowing you couldn’t properly live or get to where you need to go because all this trash is in the way. What is worse is that each second the trash grows larger and larger until you can no

longer live in your house. Your house is the Earth, THE EARTH IS YOUR HOME treat it like it deserves to be treated. #homeagain

● Twitter Caption: On the right is paradise and on the left is a place no one would ever want to live in. How can we make our world look like the right picture? #reduce #reuse #recycle

Mobile Marketing

Retro Soft Serve is a brand new ice cream shop in San

Francisco that has unique ice cream flavors named after the rich history of San Francisco. A text-message marketing campaign was created to promote the business to new customers by offering them a special treat to earn their loyalty.