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Advertising & Marketing & Design Portfolio
The document is a portfolio from March 2012 detailing various marketing projects and experiences, including digital strategy work for The Vault, a winning advertising project for Zipcar, and an internship at Life is Good. It outlines specific tasks and achievements like logo redesign, digital marketing strategies, and social media management for clients. Additionally, it includes personal projects and design experiments showcasing a range of branding and marketing skills.
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Advertising & Marketing & Design Portfolio
- 1. Portfolio March, 2012 [email protected] 330.620.2172
- 2. 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
- 3. Current Client: TheVault Digital strategy and social media management. 3
- 4. 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
- 5. The Vault LogoRedesign • Client specifications – Younger-looking – Name connotations – Blueprint theme • New Logo – More energetic – Employs classic vault imagery – Scalable for print & icon formats 5
- 6. The Vault Events •Digital invites for – Musical guests – Private parties – Special hours for holidays • Promote on Twitter & Facebook 6
- 7. The Vault EventInvites 7
- 8. Zipcar Advertising Project Winnerof the BU competition, selected by the Zipcar marketing team. 8
- 9. Zipcar Advertising Project Strategy Advertising & Design • Market Research • “This is not a car.” – ZMETs Advertisements – Surveys • Facebook Competition – Multi-Attribute Scores vs. Competitors • Mobile App Mockup • “This is not a car.” Campaign • Concept and all creative – Bus Ads development by Andrew – Facebook Competition Swank – Brand Ambassadors – Mobile App – PR Campaign: “Zipcar Cares” 9
- 10. “This is nota car.” Print Ads 10
- 11. “This is nota car.” Print Ads 11
- 12. Research Supporting Major SellingIdea • 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
- 13. 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
- 14. Facebook Contest Key Features: • Integration of print advertising into digital channel • Prompting deeper brand interaction by new and current college customers 14
- 15. Mobile App • Addinga loyalty program – For every $200 spent on driving, receive $6 of free driving credit – Promote more frequent use – Limited redemption periods 15
- 16. Life is good. Workas a marketing intern. 16
- 17. Life is good. VisualRebranding Facebook Applications • YouTube • Locations • Twitter • Radio • Facebook • E-mail Signup Brand Studies Copywriting • Social Media Best Practices • Avg. >380K impressions/post • Visual Branding • Avg. >2K likes/post • Avg. 227 comments/post, 31% more than typical Life is good post 17
- 18. YouTube Layout Key Features: • Clickable links to homepage, Facebook, Twitter in header bar • Vignetting background image to standardize appearance among different resolution browsers 18
- 19. Twitter Layout Key Features: • Left navigation indicating locations of other social channels • Vignetting background image to standardize appearance among different resolution browsers 19
- 20. Facebook Layout Key Features: • Simplified “About” box • Organizing applications for easier navigation • Addition of channel-integration apps (Twitter & YouTube) 20
- 21. “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
- 22. “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
- 23. “E-mail Signup” App •Design – Fully aligned with brand imagery • Coding – html mockup – Built with MailChimp 23
- 24. eclipse: the personalcabana Product development and business plan. 24
- 25. eclipse: the personalcabana business plan Strategy Design • IT strategy • Website – Digital marketing • Facebook – Necessary hardware and • Twitter software purchases for business • Wordpress • Sales channels • Social media 25
- 26. Website Homepage: product description,site directory, RSS feed, Cabana Club: the online community for eclipse, featuring and newsletter signup 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
- 27.
- 28. eclipse POP Display •Key considerations – Logo prominence – Tagline exposure – Space efficiency • Design aspects – Logo and tagline featured prominently – Small footprint with large capacity 28
- 29.
- 30. Personal Projects For me.For my friends. For learning. For fun. 30
- 31. 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
- 32. Recent typography experiments.May be screen printed. 32
- 33. Combining simple graphicsand text to concisely illustrate more complex concepts. 33
- 34. Coloring book publisherin need of a logo redesign. Top is current logo. Bottom two are potential logos. Color choices to come. 34
- 35.