SEAN ENO ACCOUNT PLANNER | BRAND STRATEGIST

NOT ALL WHO

WANDER ARE LOST

- J . R . R . T o l k i e n

I ’ M S E A N E N O .

I C O M E F R O M A S K I B U M ’ S

P A R A D I S E – V A I L . I T ’ S A H O M E

T O P E O P L E W H O P U R S U E T H E I R

P A S S I O N A N D T H R O U G H T H E I R

P A S S I O N T H E Y F I N D S U C C E S S ,

H A P P I N E S S A N D F U L F I L L M E N T .

I ’ M P R O U D T O B E O N E O F T H O S E

P E O P L E .

TABL

E OF C

ONTE

NTS 6 | M Y J O U R N E Y

9 | C L I E N T E X P E R I E N C E 1 0 | C A S E S T U D I E S 12 – SILK 14 – INTERNATIONAL DELIGHT 16 – COLORADO LOTTERY

1 9 | R E S U M E

MY JOURNEY I H A V E W A N D E R E D A S A N Y G O O D A N T H R O P O L O G I S T D O E S . M Y P A S S I O N F O R C U L T U R E G U I D E S M Y F O O T S T E P S . I N T H E B E G I N N I N G I C O N Q U E R E D C U B I C L E S T O P A Y F O R A J O U R N E Y T H A T T O O K M E T O S O U T H A M E R I C A A N D B A C K . T H A T J O U R N E Y U L T I M A T E L Y B R O U G H T M E T O A D V E R T I S I N G . I N A D V E R T I S I N G I F O U N D A P L A N N I N G . P L A N N I N G E N C O U R A G E S M Y C U L T U R A L E X P L O R A T I O N , A L L O W I N G M Y P A S S I O N T O F U E L M Y S U C C E S S .

6

THE JOURNEY IS THE DESTINATION

- D A N E L D O N

CLIENT EXPERIENCE

UNIVERSITY OF COLORADO HEALTH

COLORADO LOTTERY

SILK

INTERNATIONAL DELIGHT

ODELL BREWING

INTERLINE (SCANDINAVIAN DESIGN)

9

DENVER ZOO

CASE

STUD

IES

1 2 | I N T E G R A T E D M E D I A C A M P A I G N - SILK / WHITE WAVE

1 4 | S O C I A L M E D I A S T R A T E G Y - INTERNATIONAL DELIGHT/WHITE WAVE

1 6 | B R A N D R E P O S I T I O N - COLORADO LOTTERY

MEANINGFUL WORK / HUGE IMPACT /

C H A L L E N G E Increase market share through owned, earned and paid channels by creating brand advocates via an integrated social media campaign that highlights Silk’s role in water conservation. P R O B L E M Silk is a brand for everyone but stigmas prevent deeper market penetration. T A R G E T Current users (Believers), and Convincibles. R E S E A R C H Inundation and Deprivation studies revealed that Silk is a product for everyone. Referencing attitudinal surveys and secondary research, a message was developed that would be relevant to Believers and Convincibles and thrive in a saturated market of green messaging. R E S U L T S The client discarded input from the lead agency in favor of Cactus insights, based in planning work. Creative teams confidently developed an integrated social media campaign under guidance of planning insights. The campaign is set to launch on Earth Day 2014.

S I L K

12

I N V O L V E M E N T

- Creation of research plan

- Analysis of secondary research around target and their involvement in green activities and general cultural trends

- Creation of consumer insight strategy deck following team whiteboard session

- Involvement in creative inputs

I N S I G H T By drinking Silk you’re helping the planet. You didn’t know it, but we’re rewarding you for it.

C H A L L E N G E To generate actionable insights about target audiences in social media to inform social media spend and focus. P R O B L E M Different target audiences utilize social media platforms in different ways. T A R G E T Enthusiasts and Better Bevs. R E S E A R C H Consumer profiles provided demographic information to pair with secondary research that highlighted user segments for Facebook, Pinterest, and Twitter for our targets. Secondary sources (Nielson, Mintel, etc.) helped reveal how each platform was being used by our different audiences.

I N T E R N A T I O N A L D E L I G H T

14

I N V O L V E M E N T

- Creation of research plan/scope of involvement

- Analysis of secondary research and existing consumer target profiles

- Creation of social media specific target profiles detailing social media use

- Creation of stop light chart to help create a more strategic/organized approach to social media platform use

I N S I G H T A stop light chart detailing use of different platforms by function/use and target audience.

I N V O L V E M E N T

- Analysis of quantitative and qualitative data highlighting net motivators and providing ethnographic backgrounds for our audience in order to identify their desires in entertainment

- Analysis of entertainment in popular culture as it pertained to our target audiences

- Led white board session to pull out insights from research surrounding the meaning of entertainment

- Creation of a deck for brand development

sessions that brought entertainment to life through our audience’s eyes

- Participation/observation of brand

development workshops involving director level staff from all teams

C H A L L E N G E Make the Colorado Lottery more relevant to more people. P R O B L E M Sales are concentrated in the core playership. T A R G E T Core, light/infrequent, lapsed, non-players, and 18-24. R E S E A R C H Barriers and drivers studies highlight that audiences outside the core are looking for an emotional experience in entertainment. Ethnographic studies provide context/definition of entertainment for our audience. Research was confirmed by analysis of popular trends in entertainment that was relevant to audience. S P E C I F I C O B J E C T I V E The definition of entertainment is ambiguous. It was my role to define entertainment for our audience through existing research and communicate it to all working teams.

C O L O R A D O L O T T E R Y

16

PICK 3

coloradolottery.com

®MEGAMILLIONS

POWE!BALL®

CASH 5

LOTTO

SC!ATCH

billboard

LiveSurface: Lottery: Billboard 0151

I N S I G H T It’s more than a game. Colorado Lottery games invite you to shift your perspective from what is to what could be, to escape the limitations of everyday life by indulging in the potential of possibilities made real. Because at any given moment, what’s possible has the power to override what’s probable.

A D V E R T I S I N G E X P E R I E N C E Cactus | Account Planning/Strategy | Sept. 2013 - Current I joined Cactus as a full time, dedicated apprentice in account planning. By observing/researching consumers and cultural trends I developed insights to be weaved into stories that informed all working teams.

- Adhered to quick turn deadlines - Distilled qualitative and quantitative data into consumer insights. - Wrote research plans, discussion guides, creative briefs, consumer

profiles, and creative/strategy decks. - Led whiteboard/brainstorm sessions to provoke insights

S A L E S / C L I E N T E X P E R I E N C E CatEye America | Inside Sales | June 2013 – Sept. 2013 CatEye needed to leverage brand loyalty to battle monopolistic strategies of their competition. Using consumer insight I was able to begin a push towards integrating Social Media into CatEye’s marketing strategy to increase sales by encouraging consumer advocacy.

- Generated consumer insights for use in Social Media - Provided sales and customer service to 500 Midwest dealers.

Babolat Tennis | Inside Sales | 2011- 2013 At Babolat Tennis I was enlisted in the creation of a CRM to be used by Inside and Outside sales teams in order to maximize customer service.

- Managed 250 retail accounts in the highest grossing territory of the nation’s number one tennis racquet brand.

- Maintained Babolat’s best in customer service according to the Tennis Industry Association.

- Coordinated with 4 sales representatives to meet goals of 25% annual growth.

Boulder Ski Deals | Sales Associate | 2008-2012 At Boulder Ski Deals I identified that Ski Deals was quickly becoming disconnected from the core group of enthusiasts despite having the most veteran/passionate staff. I took it upon myself to write a proposal that resulted in the creation of after hour events for the CU Ski/Snowboard club that I coordinated.

- Exceeded weekly sales goals of $10,000 to average $250,000 seasonally.

- Organized events with vendors such as Red Bull, Burton, K2, Skullcandy and Wahoo’s catering to 300+ guests and generating $10,000 over a 3 hour period.

- Received numerous sales awards

M I S C . K2 Snowboards | Sales Support | 2013-2014 DC Snowboards | Demo Crew | 2011-2012

SEAN ENO ACCOUNT PLANNER | BRAND STRATEGIST P | 970.376.3528 E | seaneno.snow@gmail.com www.linkedin.com/in/seanenosnow

S U M M A R Y I am a driven, creative thinker with a strategic mind who has a passion for culture and a diverse background. I’ve had experience in every realm that advertising touches. I’ve been behind the eyes of the consumer, the salesman, the brand, and the agency.

E D U C A T I O N B.A. Anthropology University of Colorado at Boulder

A W A R D S - K2 The Closer Keystone Cat Trip Winner (Boulder Ski Deals 2011) - K2 Telluride Heli Trip Sales Contest Winner (Boulder Ski Deals 2010) - Burton Snowcat Trip Sales Contest Winner (Boulder Ski Deals 2010) - Nitro ISenSeven Sales Contest Winner (Boulder Ski Deals 2010)

S K I L L S - Analyzing Quantitative and Qualitative data sets - Consumer insight generation - Writing research plans, creative briefs, discussion guides, strategy and consumer insight decks - Knowledge of database sources (Pew, Simmons, Scarborough, Nielson, Mintel, 4A’s) - Knowledge of brand development process - 6+ years of sales and customer service experience - Amateur home brewer - Hot sauce and mead connoisseur and producer