Post on 01-Sep-2014
description
INNOVATIVE AND VISUALLY AMAZING CAMPAIGNS ARE DEAD WITH OUT A MEANS OF COMMUNICATION.IN THE NEXT PAGES, I PRESENT To YOU A FEW OF MY COMMUNICATION STRATEGY CASE STUDIES.
CASE STUDIES:•Miami Beach•Death Penalty•New York TimesACKNOWLEDGMENTSRESUME
CHALLENGE:CHANGE VIEW OF MIAMI BEACH FROM PARTY
TOWN BY THE BEACH TO WORLD CLASS DESTINATION FOR TRAVELERS.
BudgeT: 200K
AUDIENCE:
MINDSET:
OPEN TO NEW EXPERIENCESTECHNOLOGICALLY MINDED
Enjoys occasional spluge EXPLORERS
Upwardly mobile and established 25-45 years old
disposable incomeLike being current on Trentds
Bloggers who enjoy the good life, is an influencerJETSeT Blogger
seek luxury, fun and an international Flair
Shares Life & experiences online Living LIfe
AUDIENCE CHANNELS:
Email NEWSLETTERS RSS FEEDSSMARTPHONE APPLICATIONS
Fashion, Design & Pop CulTure Magazines
Trend BlogsTravel WEBSITESSOCIAL NETWORKS Video SiTes
COMMUNICATIONS Channels:
COMMUNICATIONS OBjective:
CrEATIVE STRATEGY:
BANNERS
You TubE Channel Video CoNTEST
InFluEncers
CREATE A SPACE FOR INFLUENCERS AND ADAPATERS TO TALK, SEE AND EXPLORE THE MIAMI BEACH LIFESTyle.
MIAMI BEACH, LA VIDA
EsTimated Reach: 1.2MM*
*Sources: Alexa.Com, YouTUBE.com
YouTube ChannelHighlighting videos from first person perspective of adventures in Miami Beach.. This cHannel will show featured events and programs and Travel Guide. This channel will be a portal to explore and learn more about Miami Beach and it’s ammenities.
Video Contest Influencers will be asked to review and feature the Miami Beach La Vida Video Constest. Video contest will ask public why the should go to Miami Beach and what they would do. ThE contest will encourage participant to Envision themselves in Miami Beach and Encourage the to find out all the Miami Beach Has to offer. Grand Prize will be to attend one of Miami Beach’s five most Talked about events.
BANNERSBanners placed on travel, lifestyle sites and blogs. Banners are to promote contest and bring home the message that life is better in MIami Beach.
CHALLENGE:create a belief, audience & channel
approach for the death penalty.
BudgeT: 500K
Community OrganizerSavvy Consumers
25 - 45 years Old
MoTivaTEdAware of Political Climate
Socially ConciousInfoRmaTion Scavengers
AUDIENCE:
MINDSET:
Economically savvy, well Informed, CommuniTy Concious.NEO WORKING STIFFS
AUDIENCE CHANNELS:
Email NEWSLETTERS Outdoor MEDIASMARTPHONE APPLICATIONS
Fianance, Community NEWS & Publications
Trend BlogsTravel WEBSITESSOCIAL NETWORKS Happy HOurs
PRint BannersPublic Transit Billboards
WeBsiTE
COMMUNICATIONS Channels:
COMMUNICATIONS OBjective:
CrEATIVE STRATEGY:
RAISE AWARENESS regarding THE COST OF DEATH PENALTY to the U.S. market.
YOU’RE PAYING FOR IT
PRINTPrint ads in financial, personal finances, entrepreneur, business and news publications like Money, Business Weekly and Entrepreneur.
BANNERSBanners ads on financial and search engine homepages like Google and the Bloomberg Report.
BillBoADrBillboards in hight traffic commuter areas where commuters’ view..
PUBLIC TRANSITTake over at high traffic public transit stops and stations.
WEBSITEWebSite that lets user calculate cost of death penalty per state per person. Here users will also be able to sign a petition against the Death Penalty and ask friends via their social networks to do the same.
CHALLENGE:INSERT THE NEW YORK TIMES INTO POP
CULTURE.
BudgeT: 300K
TECHNOLOGICALLY MINDED STARTING CAREER OR COLLEGEOPEN TO NEW EXPERIENCESTHIRST FOR KNOWLEDGE
NEED TO BE ENGAGED ON A PERSONAL LEVELEXPLORERS
CRAVE AUTHENTICITYSHORT ATTENTION SPANS
FINDING THEIR PATH IN THE WORLD Career Minded
21-35 years old
AUDIENCE:
MINDSET:
STudents and Young Professionals That are Ready To Find their Path in the world.
Up and Comers
AUDIENCE CHANNELS:
ALUMNI NEWSLETTERS RSS FEEDSSEARCH ENGINES SMARTPHONE APPLICATIONS
YOUNG PROFESSIONAL ASSOCIATIONSBLOGS
COLLEGE BARSJOB HUNTING WEBSITESSOCIAL NETWORKS COLLEGE CAMPUS
COMMUNICATIONS Channels:
COMMUNICATIONS OBjective:
CrEATIVE STRATEGY:
PosiTion New York Times as the “Go-To” resource.
THE “NEW” NEW YORK TIMES
Augmented Reality QR Codes
University Orientation Day
Daily Report Website PersonalizaTion
PERSONALIZED HOMEPAGECustom homepage for each user depending on their needs. Personalization is geered towards proving students and young professinals with tools they need for reasearching and job hunting without alienating current subscribers.
DAILY REPORT EmailDaily 10-Minute Report by a New York Times journalist/moderator. Each user will choose the news they will like to hear and see and each day they will receive an email with a video showing a short summary of headlines of their favorite news.
QR CODESQR Codes attached to articles in New York Times articles. Each QR code will lead to interactive comment on New York Times website (videos, forums, slideshows) and other content online relating to news article.
AR CONTENTNew York Times will offer augmented reality ads to advertisers. This feature will also be availabe for features on the front page as merited by the news.
NEW YORK TIMES AT ORIENTATIONNew York Times partnership with top 200 universities in the U.S, NEW York Times would participate in orientation and offer students information on the newspaper and tools, like student planner, that would help students in the colligiate career.
Mikio BradleyCopyWriTER
Michael YoussefArt Director
ACKNOWLEDGMENTS:
Teachers & Advisors:
ParTners:
Ralph BuddMiami Ad School
Ed CastilloPHD
Hamish ChandraGoodby, Silverstein & Partners
Max HeilbronGoodby, Silverstein & Partners
J. Ryan LeeMekanism
Juan Carlos MoralesSapientNitro
Jerrod NewMiami Ad School
Alex OhannessianSapientNitro
Swapnil PatelCrispin Porter + Bogusky
Ronn PearsonSapientNitro
John ReidButler, Shine, Stern & Partners
Pippa SeichristMiami Ad School
Ron SeichristMiami Ad School
Gunther SonnenfeldThink State
Camilo VelezOMD
Dominico VitalePeople Ideas + Culture
Melissa WalkerPeople Ideas + Culture
Will WisemanUniversal McCann
Opher YungerPeople Ideas + Culture