Ryan Ray Portfolio

8/6/2019 Ryan Ray Portfolio

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Ryan Ray

Marketing/

AccountManagement


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3/18

Imamodern-dayrenai

ssanceman.Idabblein

everythingfromsportsandmusicto

animalscienceandcons

truction.Ioncemadea

listofmylong-termint

erestsand

obsessions.Itconsists

ofover40items.Iveal

wayswantedtobeasp

ecialist.In

everything.

Istartedyoung

.Sincemyrecessdays

ttinginwasntaproblem

,ttingitallinwas.

Iwasrecruitedallovertheplaygroundsimp

lybecauseItriedevery

thingandItook

toeverythingItried.Iw

asntMr.Popular,butIwasachameleo

nwhocouldhangwith

anyone.Thesoccerkids

wantedmeontheirteam

,butsodidthejocks,thenerdherd,

andthepunks.AndIwa

ntedtodoitall.

Fittingitallinonlygot

worseasIgotolder.Id

idntlikehavingtopick

andchoose

betweenwhatIdidand

didnothavetimefor.An

dIonlybecamemorein

vestedinmy

expandinginterests.I

developedapersonalexp

ectation,apermanentde

termination

tobeimposingateverythingIdid.

Fastforwardtosophomo

reyearofcollege.Timet

opickamajor.Youmea

nIcan

onlypickone?Iselecte

donewhereIwasexpec

tedtoknoweverything

about

anything.Oneinwhicha

widevarietyofobsess

ionscouldbeputtogoo

duse.

Withatendencytobecom

efullyimmersedinanyu

nexpectedsubject,Ican

thelp

butfeelthatfameandfor

tuneis insight.

about myself


4/18

ryan ray645 E. 600 N. #1 Provo, UT 84606 (208) 866 8124 [email protected]

Education

Brigham Young UniversityCollege of Fine Arts and Communications;Advertising emphasis 2011Current 3.83 GPA (3.96 GPA in Advertising Program)Brigham Young Academic scholarshipDeans List of Honor Students (2010-2011)Sociology Minor

High School Diploma from Eagle High School (2005)3.9 GPANational Honor Society Inductee

Work ExperienceAccount Planning for Butterball turkey products (Jan.-April 2011)

Conducted ethnographies and friendship groupsAdministered a Qualtrics survey and analyzed resultsPresented research, creative brief, and creative work to Y&R

Marketing Research for Tailgate Football board game (Sept.-Dec. 2010)Created and administered a Qualtrics surveyRan statistics and analyzed data on SPSSInterviewed target market

Manager of Heather Cove Condominiums (December 2008-Present)Coordinate rent payments and contract advertisingHandle maintenance and repairs

Sprinkler System and Landscaping Manager (Summers 2005-2010)Contracted with Stetson Homes Building Co.

Designed landscape layouts

Volunteer Work and Clubs

Church Representative in East Africa (2006-2008)Proselyted full-timeInstructed some 80 volunteers as a Leadership Trainer

-Leadership Manual Co-Author

-Eagle Scout

-Member of American Advertising Federation

SkillsSPSSResearchAnalytical SkillsOrganizedAble to meet deadlinesProblem SolvingCreative writingAdobe Photoshop

Adobe InDesign


5/18

butterball

Summary:

The agency Y&R assigned us to work on their Butterball turkey account. Wewrote a creative brief and a brand model based on our primary and secondaryresearch. We worked with a creative team to produce creative work basedon our brief and we presented our findings and creative to Y&R.

Challenge:How can we get people to think of Butterball asthe brand for everyday turkey products instead ofjust Thanksgiving?

How can we create more Butterball turkey usageoccasions?


6/18

Target:

The contemporary homemakers, ages 25-50 with children. They have an income of$40,000+. Meal planning and preparing isjust one of their many roles so convenienceis key. They want simple meals that theirfamilies will love.

**I helped write survey questions, analyzed survey results, ran statistics onSPSS, and wrote positioning statements. I also conducted an ethnography,a friendship group, and I helped write and present the creative brief andbrand model.

Research:

-Ethnographies-Friendship Groups

-Survey-Competitor Analysis

butterball


7/18

butterball

Brand Model

Current Position:Whole turkey: Thanksgiving time

Future Brand Objective:Everything meat can do, Butterball turkeydoes better.

Conceptual Target:"The contemporary homemaker"

Core Desire:Tasty, healthy, and convenient all in one meal.

Role of the Brand:Butterball makes mealtime better for you!

Compelling Truth:Butterball is everything you need in a meat:versatile, affordable, healthy, and tasty.

Selling Idea:"The all-star meat

Insights:

-Moms love turkey if their

kids love turkey

-Anything meat can do turkeydoes better

-Convenience is key


8/18

butterball::creative work


9/18

butterball::creative work

Commercial: Turkey Tipping

Scene opens, mostly black and dark but you can hearshuffling of feet

Teen 1: I've never tried to tip one before you know.

Teen 2: (shocked) What? (instructive) Well, it's prettyeasy. Just get a good stance so you have support.Get your shoulder ready just at the right level, likethis...and push 'em. Ready? one...two...

Barn door opens and farmer walks in with a lantern,dimly revealing two teens in the barn.

Farmer: What's going on in here? Hey! You kids justaren't right in the head!

The farmer walks further into the barn as the teensrun out a back door. The lantern lights up more ofthe barn and you can see a group of turkeys sitting inthe barn sleeping.

Farmer: (yelling after teens) That's right, get out ofhere! (shakes head and mumbles) What makes thesekids think my animals fall over in their sleep anyway!

Camera blurs out as Butterball logo comes in.

VO: It's a turkey, treat it l ike one. Visit butterball.comto find healthy meals you can practically cook in your

sleep.


10/18

tailgatefootballSummary:

Our client came to us with a board game he designed andinvented and asked us to do research on how to make itmarketable. The board game was called TailgateFootball. Itwas similar to paper football that kids would play on a tablewith a football made out of paper which they would flickaround with their fingers. TailgateFootball was played on arectangular board shaped as a football field with small rub-

ber footballs which were flicked with the players' fingers.The game had a lot of rules which were very similar to theactual rules of football and it was a fast-paced game. Ourclient specifically wanted to know if this game was worthinvesting in, if people enjoyed playing it more over time, ifpeople enjoyed playing the game tournament style, if peoplewould want to be involved in posting their scores online tointeract with other board game players, and if the tailgatescene at the college and high school level would provideopportunities for sales.

Research Objective:

To identify a target audience, assess who would andwould not like the game and why, and investigate how tofix any problems we come across.


11/18

In order to gain insights about TailgateFootball we

needed to interview people who were familiar with thegame and had played it on several occasions. We splitour participants into 3 family-play groups, 3 single-playgroups, and 3 tournament-play groups who met for threeconsecutive weeks. We did this so we could observethe different groups' levels of interest and understandingafter playing multiple times. We wanted to gather bothQualitative and Quantitative research.

To obtain the qualitative data we did personal interviews,focus groups, and ethnographies (where we observedpeople playing TailgateFootball). To gather the quantitative

data we created a Qualtrics survey and used SPSS torun statistical tests and find correlations within the data.

The first week we used a questionnaire about the gameand interviewed each player individually. The secondweek, we only played the game, but made sure to getparticipants' email addresses so that we could later sendout the Qualtrics survey. The third week we filmed afocus group where we asked questions about the gameto spark group discussion.

In addition to these structured groups, we invited friends,neighbors, school groups, and strangers to play Tailgate-Football. We invited each of them to take our survey or

do a personal interview.

tailgatefootballResearch:

Our research comprised of 120 participants.-87 people participated in the survey.-51 people participated in the personal inter-views.-And roughly 45 people participated in thefocus groups.

*Getting large numbers of participants wasa challenge because each participant had tohave experience playing the game.

**I was in charge of taking the results of the Qualtrics survey and runningall the statistics using SPSS. I played a major role in writing survey ques-tions and compiling the survey. I also performed one-on-one interviewswith participants after introducing them to the board game and observing

them play.


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Tournament Play:-Competitive, loyal football fans would be the mostlikely group to play in a TailgateFootball tournament.

-Respondents were more willing to play in tournamentsif there were incentives, such as a money prize for thewinner.

Interest in the game over time:

-If they didn't like the game initially, playing more timesdoes not increase their liking of the game at all.

-If they did like the game, their enjoyment levels did goup with more playing experience.

tailgatefootball

If TailgateFootball offered online competitions how likely would you be toparticipate and post your scores?

# Question

Extremely

Unlikel

y

Unlikely

Somewhat

Unlikel

y

Neutral

Likely

Somewhat

Likely

Extremely

Likely

Responses

Mean

1

Particip

ate

online

31 18 5 3 5 3 9 742.70

Online Interest:

94% of all interviewed respondentshad no interest in posting scoresonline.

Conceptual Target:We found that the people who weremost willing to play the game weremales who really liked football. Thefemales who liked football enjoyedthe game too, but not as much as themales who liked football. The femaleswho did not enjoy football did not enjoythe game. Young boys ages 9-14 who

really liked football especially enjoyedthe game.

Survey Responses:


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Suggestions to the Client:

Based on our research, from 87interviews, we came up with 3 keysuggestions.

-Less Rules-Less Complicated-Less Busy Board

People suggested that there be twosets of rules- one hard set and onesimple set- and let the players decidewhich rules to use.

tailgatefootball

There is also a potential marketin the following areas:

-Families-Corporate Businesses

-Youth

Purchasing the game:

The majority of people said they wouldnot buy the game for themselves.Both males and females are more likely

to purchase TailgateFootball for someoneelse as a gift rather than to purchase thegame for themselves.

Survey Responses:

Whatisthelikelihoodthatyouwouldpurchasethegame?

# Question 1 2 3 4 5 6 7 Responses Mean

3 VeryUnlikely:VeryLikely 37 23 11 4 9 2 1 87 2.25

Tailgate Parties:

Out of 48 responses, 42%had never tailgated beforeand 58% have had some sortof tailgating experiences. Wefound that tailgating was not acommon pre-game tradition inthis area.


14/18

mothers

Summary:

We were assigned to create a media plan for Mothers, abrand of car-care products including polishes, waxes, andcleaners. This media plan consisted of a situation analysis,competitor analysis, target market research and identification,designated marketing area selection, media strategy, mediabuying, reach and frequency measurements, and media flow-charts. We were given a $15,000,000 budget.

The Problem:

-Current target: the older car loving

male

-Untapped target: the younger car loving male,soon to become the older car loving male

-The younger male doesn't know theimportance of frequent cleaning, waxing, andpolishing.

The Challenge:

-Educate a new, younger target on Motherscar wax brand, the variety of products, andbenefits of using them on their cars.

-Convince target to take care of their carby using Mothers car wax.


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mothers

Target Market:

-25-44 year old men-White/ Hispanic-Car owners-Fast paced lifestyle-Do-it-yourselfer-$70,000+ annual income-Cares about his image-Interested in sports and enter-

tainment

DMA Selection:(based on populations and marketpercentages of target demographics)

Atlanta, GAPhoenix, AZ

Dallas, TXLos Angeles, CA

Media Objectives:With $15,000,000 budget

-Create buzz with viral videos and guerrilla advertising

-Reach 65% of our target market through outdooradvertising and sponsored events.

-Make 5 impressions on our target market during theyear using magazine and radio advertising.

**I was in charge of target market research, DMA selection, andkeeping the team on schedule. I also participated in making mediabuying decisions and coming up with creative concepts.


16/18

mothersMedia Strategy:

-Magazines -Billboards-Radio -Guerrilla-Sponsored Events -Direct Mail-Online -Viral-Sporting Events

Viral Videos and Guerrilla:

Use a spokesperson called Carl the "Condemner" who

travels upon request from those who complain abouttheir friends' or neighbors' poorly kept cars.He would also be responsible for condemning variousobjects- ie. trees, rocks, grocery carts, birds (objects thatdo damage to cars) and then the car owner would beencouraged to fix the problem that the object causedusing Mothers Car Polish. Carl the Condemer wouldkick-off the guerilla strategy by leaving notes on carsadvocating car care and preventing car abuse.


17/18

mothers

Total Guerrilla: $2,676,385

Total Reach: 79,982,770

Total Sporting Events:$3,000,000

Total Reach: 8,932,050

Direct Mail:

Media Flowcharts:


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