COLLIN GINGRICH

I told my Mom I wanted to be an astronaut.

She told me I would DIE in space.

So I figured advertising was the next best thing.

When I was younger,

ContentsPersonal Manifesto......................................................6

Resume..........................................................................8

IKEA Media Planning Case Study..............................9

Wallaroo Media Content Marketing..........................13

Subaru Impreza 2017..................................................17

Target Effie Competition.............................................21

Camp Kesem BYU.........................................................25

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Personal ManifestoI was such a delightful child that through my actions I nearly convinced my par-ents to stop having children. Aside from never letting them sleep at night, my most charming attribute was the constant need to know why things were the way they were.

On a family vacation to Dinosaur National Monument (every 4-year-old’s dream) my father was amazed at the number of questions I asked. “Where did the bones come from?”, “Why do they dig them up?”, “What kind of dinosaur is this?”, “Why does it have horns on its head?”, “Would it be nice to people?”

Fortunately my father was blessed with a wealth of dinosaur knowledge, but eventually his patience began to wear thin. He turned to my Mother and asked, “Is he always like this?” My mother responded with an emphatic nod of her head. “Maybe we should leave him in the car at the next stop,” he replied. My mother laughed, but you could tell that at this point she didn’t think the idea was half bad.

That childlike, inquisitive spirit still lives inside me. I love figuring out what mo-tivates others to act the way they do, and discovering why things are the way they are. I have an analytical mind that is apt at thinking creatively and solving problems. With that said, I promise to never ask so many questions that you feel like lock-ing me in a car.

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Collin Gingrich(661)476-2360cmgingrich@gmail.com

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Professional Experience: Content Marketing Intern- Wallaroo Media (September 2015- December 2015) - Used targeted keywords to strategically produce digital content that optimized the SEO of a variety of client’s web pages - Performed individualized outreach to build links for client’s sites - Created ranking reports to track the effectiveness of our marketing and SEO efforts Social Media Manager- Camp Kesem BYU (January 2015- April 2015) - Increased the number of Instagram followers by 45% - Coordinated campaigns that raised over $2,000 in 3 months - Maintained an organic reach higher than the previous average throughout stewardship Social Media Manager- RHIVE (March 2015- July 2015) - Created and wrote in a voice that matches brand personality - Helped develop marketing campaigns to successfully launch the company - Aided in the development of content for the company website

BYU Adlab (January 2014- Present) - Worked for many clients including ClearPlay, Target, Subaru, and Heber Valley Tourism

Education:

Brigham Young University, Provo UTBA in Communications (Advertising Emphasis)Minor in Business Management and SpanishGPA: 3.90

Special Awards, Skills and Interests:

- Fluent in Spanish - Academic scholarship - Eagle Scout - Served a two year mission for LDS Church - Proficient in Qualtrics, NUVI, and Microsoft Word/ Powerpoint - Basic skill in Adobe Premier, InDesign, & Photoshop, Ahrefs, BuzzSumo, and Microsoft Excell - Interests include running, hiking, reading, camping, Batman, and the Lakers.

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This was a case study assigned to my media planning class. The challenge was to assume that IKEA was expanding their market presence in five US markets, and to create a media plan that would best meet their communication goals and strategies accordingly. As a part of this challenge we re-defined IKEA’s target market, created a company SWOT, defined media objectives including what types of media to use, what times to advertise, and on what type of programing, created budgets, and de-signed flowcharts for a year-long campaign.

On this project I led the research in identifying a unique, new target audience, contributed to creat-ing strategies that met our communications objectives, and oversaw and contributed to the creation of our flow charts and budgets.

IKEA MEDIA PLANNING CASE STUDY

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While doing research I discovered that Hispanics buy more furniture on average than other ethnic groups. As a result, we did further research on millennial aged Hispanics and came up with the following target market profile:

Hispanic Millennials are currently the largest and fastest growing minority group in the country. They have a larger than average household size which makes them a good target for furniture retailers. The two things they look at when making purchases are quality and affordability, making IKEA a great source for them to look to when buying furniture. Under 25, the median income is $37,293, and between the ages of 25-34 the median income jumps to $41,526. Television advertisements are most popular, despite Hispan-ic Millennials considering themselves ‘immune’ to advertising. They spend a lot of time on the internet, especially through mobile, yet they are hesitant to purchase online. In-store experience is very important to them, and they favor products that give them some personalization options to create something that helps them stand out. Hispanic Millennials make purchases based off of recommendations from family and friends, and many Hispanics enjoy going shopping as families. They often have large households with a lot of children, and mothers are the chief decision makers in the home.

We then decided to select five DMA’s with a population of 200,000 or more and the fastest growth rate among Hispanics. Those DMA’s were Charlotte, NC; Raleigh area, NC; Atlanta, GA; Orlando area, FL; and Ft. Meyers – Naples, FL. We chose to focus on the fastest growing areas rather than the areas of densest His-panic population because we wanted to capture the market of new move-ins who are likely to be younger, and in greater need of new furniture.

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Recomended MediaTV - Higher frequency and reach - Good CPM - Ads are memorable - Able to specialize where ads are aired - Market penetrationRadio - Easy to specialize/targetable - 40 million Hispanic listeners in the US - constitute radio’s most engaged listene - Millennials spend 11.5 hours each week tuning in - Hispanics aged 18-34 using the medium is 93.6%Magazines - Long lasting - greater permanency - High pass-along readers - Niche marketOnline/Social Media - 63% of Hispanic millennials say they pay more attention to online, mobile, or social media ads rather than traditional ads

Not Recomended MediaNewspaper - Millennials don’t read it - DMAs don’t have Spanish papers - Lack of specialization is not worth the costOutdoor - Markets have a heavy growth rate of target audience, but current population does not make it worth the cost - Lack of specialization

We then did more research to create the following list of recommended media and programming:

Suggested ProgramingTV - Primetime and Late News - Novellas - Most watched channels, at least two in each DMA Telemundo, Azteca America, Univisión Mundo Fox, UniMasRadio - Morning and Daytime - Highest market share for Hispanic Millennials - Mexican Regional Radio - Pop Contemporary hit radio - Rhythmic contemporary hit radio - Spanish contemporary + Spanish hit contemporaryMagazinesSer Padres - 44% of audience are Hispanic women ages 18-49 with children under 12 - 914,000 between ages 18-34 - 79% of audience has children - Total audience is 2,200,000Latina - Highest percentage of individually paid subscriptions - Audience of 2.5 millionPeople en Espanol - Total audience 6,920,000

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FLOWCHART

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Content Marketing Internship at Wallaroo MediaDuring my time at Wallaroo I worked on a vast array of projects for a wide variety of clients with businesses ranging from the technology sector to waste removal services. My chief responsibility to these clients was content creation and link building. This included writing articles and landing pages that were optimized for SEO, performing research for larger content pieces, and gener-ating reports that tracked the effectiveness of our SEO efforts. I was also able to participate in strategic brainstorm meetings, write optimized titles and meta descriptions for company sites, perform influencer outreach, and generate local links.

Through my experiences at Wallaroo I learned how to use a variety of SEO tools including Ahrefs, BuzzSumo, MozBar, SEMrush, and Google Analytics. I learned how to pick and implement target-ed keywords, and became better at writing in a variety of voices and tones.

In this portion of the portfolio I have chosen to share a few of my favorite work samples from my experience at Wallaroo.

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Article Sample: STG Consulting

Though you can only see a portion of the ar-ticle in this sample, you can see how I used hier-archy and white space to make the page more navigable and visually appealing.

In this article I targeted the keyterms UI, UX, and ‘difference between UI and UX.’

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Research for Large Content PieceYellowstone Super Volcano Eruption Simulator Interactive Map

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This is a small portion of the research that I performed to help make an interactive map of what would happen if the Yellowstone supervolcano were to erupt. As a part of my research I discovered how far the ash from an eruption would spread, ash thickness in specific cities, estimated casualties and effects on climate, and created a hypothetical evacua-tion plan. This map was still in development when I finished my internship.

OutreachTGL Law

After large visual pieces were created I also had the opportunity to outreach them. To do this I used tools like BuzzSumo and Ahrefs to find relevant people to share our article with. I then wrote a customized pitch to each person that I had found, asking them to share our work. This helped to build links and improve the SEO of the articles we wrote. The image above is a small sec-tion of an outreach list that I made for an interactive map about where the worst drivers in America live.

Sample Monthly Report: Alaska CyberKnife

Our monthly reports tracked improvements in overall website traffic, and progress toward ranking for specifically targeted key words. We also measured other SEO and social metrics.

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Subaru Impreza 2017Subaru asked us to develop a year-long campaign to help them with the launch of the 2017 Subaru Impreza. This campaign was specifically designed to target millennials rather than Subaru’s traditional market of Gen X and Boomers. The campaign included a number of inter-esting challenges including maintaining interest over an unusually long launch period, discov-ering a way to connect millennials with the love promise, and finding a way to convert pre-launch interest into sales.

To address these challenges we did both secondary and primary research including two sur-veys, an ethnography, and a friendship group. These research efforts provided us with valu-able insights that helped to shape our campaign.

On this project I took the lead in organizing, mediating, and analyzing the results from our friendship group, I synthesized the data from the two surveys to discover several of our key insights, and I played a large role in the writing of our creative brief and final presentation.

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Our national survey helped us to discover that millennials are very practical when it comes to car shopping. Style is still im-portant to them, but is clearly an afterthought when compared to practicality.

The Research

In our ethnography with Lucian and Satchi we learned that their favorite thing about their Subaru Outback is the versatility that it offers them. Satchi said, “We were able to do whatever we wanted with a Subaru... like I feel like I don’t even have to think twice about whether I have the right car.” We tested this insight in our survey and found that it held true.

In our friendship group we learned that Subaru is viewed as an appealing yet attainable car for millen-nials. When we asked our group what Subaru would be like if she was a girl they responded that she would be like “the girl next door, the hot girl next door. Hot, but approachable.”

All of this research led us back to one big idea: millennials aren’t just experience seekers, they’re “responsible experience seekers.”

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Subaru Impreza Creative Brief

Project Summary Impreza is Subaru’s big model year 2017 product launch. Yet, Impreza’s target is the Millennial who has different shop-ping habits and behaviors than Subaru’s Gen X and Boomer owners. CSULB Creative Project will be a think tank, a creative lab, a skunk works to find new ways to connect with the Impreza, Millennial shopper.

Project Objectives Pre-Launch (March, 2016 through February, 2017): Build sufficient interest and pre-orders before paid media starts in March ’17, and sustain interest through an unusually long pre-launch period. Launch (March, 2017 – Approximately 12 months later): Convert pre-launch interest into shopping engagement. Increase Impreza awareness and opinion in the compact segment.

PositioningSometimes you feel practical; other times adventurous. You want the best of both worlds. Subaru Impreza gives you flexibility. Whether you’re racing through traffic to get to work or making that last mile up the mountain, Impreza’s all-wheel drive eliminates any worry of going off the road--that is, unless you want to. And it’s good to know you’re at the wheel of one of the most reliable, safest, fuel-efficient cars on the road. Impreza gives you freedom to be spontaneous and drive with confidence. It’s ready to go whenever you are.

Insight: I want a car that I can rely on for years to come, one that’s flexible enough to fit my varied lifestyle and that I can be confident with to take me wherever life goes.

Promise: Safe yet spontaneous, Impreza is the practical car that gives you the flexibility and freedom to go any-where, anytime. Downtown or off-road, drive with confidence.

Support:AWD helps you feel in control on tight turns and in adverse road conditionsBrand Strength- Brand is perceived as reliable, safe, and dependableAWD + fuel efficiencyThose who drive Subaru, love Subaru

Tone: Authentic, down-to-earth, adventurous

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The Creative: Find Your LoveSo many people go through life without doing what they really love. They let themselves be ruled by deadlines and schedules without wondering why. The Subaru Impreza is a call to arms, a revival for people to do what they love. This call will be embodied in the Subaru Find Your Love app. The app is designed to keep millennials engaged with the Subaru love promise over the extended launch period of the 2017 Subaru Impreza by encouraging them to find and achieve what they love.

The heart of the find your love app is a goal track-er that helps you create and achieve personalized goals.

The feedback on your goal progress comes in the form of engaging weekly webisodes where the plo-tline is determined by how well you worked towards your goals that week.

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For the 2015 collegiate Effie competition Target asked contestants to look for a way to connect with college age millennials during the back-to-college shopping season that would keep them returning throughout the rest of the school year. The official challenge statement read, “Your challenge is to develop an integrated, multi-channel marketing communications campaign designed to engage back-to-college millenni-als, 18-24, with the Target brand.”

On this project I worked in-depth on all aspects of the campaign. I performed sec-ondary research, helped lead a friendship group, turned key insights into creative strategies, gave input and feedback on creative executions, lead concept-testing research, and made the final business pitch.

TARGET EFFIE COMPETITION

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The main key insight that we found was that Millennials crave authentic relationships and experiences with the brands they interact with. This insight resulted from the accumulation of our primary and secondary research.

In our secondary research we found that millennials feel more drawn towards brands that incorporate values into their makeup and that are authentic. Millennials don’t relate well to brands when they feel like they just want them for their business. The customer, brand relationship should be mutually beneficial. We found these insights to be true when we tested them in a friendship group, and we also found that millennials live to create experiences.

From this research we decided that if Target wanted millennials to be more loyal to them throughout the school year, they needed to find a way to create an authentic relationship with college aged millennials that provided them with exciting experiences.

AUTHENTIC RELATIONSHIPS & EXPERIENCES

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Introducing Target Delta Nu; Target’s newest fratority (fraternity + sorority) that engages millennials throughout the school year by providing them with exclusive discounts and fun experiences.Target Delta Nu stands for loyalty, quality, and experience, and just like any other fraternity or sorority it’s got your back.

To spread awareness about Target Delta Nu campaign we created a three-phase campaign:

Phase I – Generate buzz and curiosity by advertising on billboards and buss stops in select college towns. These ads will lead viewers to the Target Delta Nu homepage where they can learn more. Phase II – Get students to pledge Target Delta Nu. Ads placed on Hulu, Spotify, Instagram, and Facebook encourage students to go to the Target Delta Nu Facebook page to pledge. Campus reps in select college towns also pass out free t-shirts and flyers that explain how to pledge Target Delta Nu. Phase III – Rush week. In select college towns Target will host a week of activities including free pancake breakfasts, water fights, and dance parties. They will also offer same-day-discounts on back to school supplies.

Students who pledge Target Delta Nu will continue to receive exclusive discounts and access to events throughout the school year.

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Camp Kesem BYU is an organization that helps children with parents who have had, or currently have cancer by providing them with a weeklong summer camp that allows them to relax, escape, and just be kids again. When I came on as their Social Media Manager they were looking for a way to better connect with their target audience through original posts, and for a way to fundraise more effectively on Social Media.

My responsibilities for this client included managing the Facebook page, Twitter account, and Instagram profile with a team of three other people. I created a short creative brief and media plan, designed original, shareable creative content, wrote the copy for all posts, created and managed Facebook events, developed ideas and executed new social media campaigns, and analyzed the results of all social media efforts.

As a result of my work with Camp Kesem BYU over $2,000 were raised in a three month period, the number of Instagram followers increased by 45%, and the overall organic reach on Facebook remained consistently higher than it was previous to my involvement.

CAMP KESEM BYU

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Mini Media Plan/ Creative Brief

Executive summaryWe will use social media and an on campus concert to target college aged students in Utah Valley in an effort to raise enough funds to send one hundred kids to camp this year. These ads will be designed to give students a feeling of empowerment and to show them that even small contributions will make a big difference. To make it easier for students to donate most of the fundraising will be done by partnering with local restaurants. This allows students to donate without spending any more money than they usually would to eat out.Because the entire organization is made of volunteers, none of the advertising will cost any money. Ads on Facebook will be light hearted in nature, and will help to promote events while at the same time improving public awareness and brand image.

Creative BriefCommunication Objective: To raise enough funds for 100 campers to be able to attend the camp this summer.Creative Strategy: The ads will be focused at college-aged students and will give them a feeling of empowerment. They will feel like their contribution will make a real difference in a child’s life.Promise: Camp Kesem is a place where children of parents who have cancer can go to escape and just be kids again. It provides an atmosphere where children feel safe, make new friends, and forget about their parent’s cancer. Donating to the camp makes all of this possible.Tone: The ads will be lighthearted and upbeat. The tone will reflect the promise that Camp Kesem is a place where kids can be kids again.Tag Line: “Let them be kids”

Media Objectives and StrategiesTarget Audience and Media Mix: The principle target for our ads will be college aged students in Utah Valley. They are extremely active and most feel that they don’t have enough time to give back to charity, but would like to do so if they could. They have a small disposable income, are very social, and are up to date on most trends.To reach them we will use social media, flyers, and on campus events. Of these strategies social media is what will be used the most.Reach- frequency and GRPs: We will post on Facebook approximately three times a week. On weeks where large fundraising events are occurring we will post at least once a day to promote the event. Based on past posts it is expected that 2,875 people will be reached with each post. We will also host one on-campus during the course of the semester that is projected to reach approximately 5,000 people. This event will be a concert with a popular local band.Scheduling and Timing: Most posts will be made in the morning around eight o’clock, or in the evening around seven. These are times when most students will have down time to check their social media. The on-campus event will occur on March 18 at noon when most students are still on campus.Geography: Ads will target the Utah Valley area most intensely, but will also be spread as far north as Ogden and as far south as Beaver.Sales Promotion: Most of the fundraising events will be cause marketing with local restaurants. We will target restaurants that are affordable for students to eat at. This will make it easier for students with limited income to donate to the organization.

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FUNDRAISING

By creating more share-worthy content we were better able to spread word about fundraising events, and were thereby very successful in our fundraising efforts.

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These are examples of the “Let them be kids” campaign that we started. This campaign recieved more engagement than any past Camp Kesem BYU campaign.

NEW CAMPAIGNS

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