Jenny Jensen[account manager]

Mixing BUSINESSwithJENNY

HELLO.

creative ideas + business strategy=

creative strategist

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3.

2.

The best ideas come from both a creative and a strategic perspective.

I understand both sides. I am a creative strategist.

I am a creative account manager.

I appreciate design & the creative process, but I prefer working with the client because I come from a business background.

I think video games are the best at-home entertainment.

Video games are the best medium to reach teen boys and men, ages 14-35.

But gaming is not limited to the holy grail 18-24 year-old men anymore.

Children, women and families are playing video games regularly since the launch of the Wii. Also, more non-traditional gamers will be emerging when the highly anticipated Xbox 360 Kinect is released in the winter.

[Consumer Insight] They prefer playing video games rather than watching TV.

When they do watch TV they watch sports, shows on the History Channel, shows like Fantasy Factory, and anything on G4.

They don’t see any difference with playing video games and watching TV when deciding how to use their time.

Opening up a Best Buy credit card to purchase an HDTV, a new headset and the latest version of Call of Duty: Modern Warfare is a logical way to build credit.

Playing video and computer games is a form of male bonding.

They can talk about the game for an hour after they just played the game for 4 straight hours.

Taquitos and frozen pizzas are favored snacks while playing because of the easy preparation, ease of physical digestion and the minimal clean up.

Playing video games is cost effective because one $65 game can bring an unlimited number of hours of entertainment. Also, they aren’t spending money on other forms of entertainment because they are spending most of their spare time playing.

Video Games I studied the behavior of four men, ages 21-24 for three years.This is what I found...

Top signs you are addicted to World of WarCraft[consumer insights]

You prefer the term AFK over BRB.

You bought 7 cases of the WoW Mountain Dew Game fuel. Six of the seven cases were used strictly as directed, but the seventh case is sitting in your closet, ekhem, I mean WoW shrine.

When camping means you and a group of players virtually stay in the exact same place in a level to hunt with little risk against enemies in order to pick up gold and other items.

You would rather stroke your fellow guild member’s egos in a live chat than your own ___.

You only eat pizza, Chinese food and Schwan’s because they deliver food to your door that can sit for at least an hour before you have to eat it- just in case you are in the middle of a raid.

Talking to people in real life makes you nervous because you don’t have a sweet cape on to distract them.

You blow off work because you can’t kill your real-life boss like the boss at the end of a raid in order to level to 71 before the end of the week [so you can level to 80 by the end of the summer.]

The only time you watch TV is when the server is down because a new patch is being installed.

The only time you vacation is in October so you can go to BlizzCon down in California.

You are a great multitasker because you can cast a spell, chat with fellow raiders, and ignore your girlfriend’s [if you have one] call all at the same time.

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Steve Madden[consumer insights]

Perceptual Map[position brands]

Jimmy Choo Bebe Gucci

Louis Vuitton

Forever 21 H&M Jessica Simpson

Steve Madden

Ugg Nordstrom’s B.P.

Keds

Cole Hann

Sperry

Prada

Chanel

Burberry

young, hip

high-end, expensive

older, traditional

moderately priced, mainstream

Brand Personality[contrast competitor]

Bebe ShoesPosh

Elegant

Sexy

Shy

Mysterious

[brand collage]

Steve Madden Hott

Funky

Confident

Stylish

Fun

Kettle Chips[creative brief]

customers is they have never tried a potato chip with Kettle Chips’ type of flavoring before, and people don’t know Kettle Chips are all natural and sustainable. Media2 full page magazine ads and one alternative placement.

THE STRATEGYTarget Market/Group/AudienceHealth conscious men and women, ages 18 to 35, concerned with environmental sustainability and who crave delicious, full-flavored snacks.

Position/Promise/BenefitKettle Chips are all natural, intense, uniquely flavored chips that satisfy all of your snack cravings.Proposition Support Points1.Only real food ingredients: nothing artificial, no preservatives, gluten free, etc.2.Unique flavors, including, cheddar and sour cream, fully loaded baked potato, yogurt and green onion, honey dijon, jalapeno, and spicy thai. 3.Kettle Chips use wind power, solar power, and biodiesel. Kettle Chips also receives rewards for its commitment to sustainability. Tone of VoiceGenuine and quirkyMandatoriesLogo

THE BRANDProduct and Market BackgroundSince it opening in Salem in 1978, Kettle Chip’s philosophy has been “to use only the freshest, all-natural ingredients, to create intensely flavored, wonderfully craveable potato chips you can feel good about eating.” Kettle Chips distributes globally to all 50 states, Canada, Japan, Korea, Singapore, Hong Kong, Philippines, Indonesia, India, Mexico, Belize and Western Europe. Kettle Chips has a 43% sales growth in 2007, making it the fastest growing company in the potato chip category. CompetitionOther chip brands. In addition to chips, the competition is all other forms of snacks, including crackers and all-natural health snacks.

THE CHALLENGEBusiness/Advertising ObjectiveThe objective is to encourage new (and current) customers to muster up the courage to try Kettle Chips’ unique and unfamiliar flavors (Increase market share with non users.) The problem with new orpotential

Strategy Statement:Product PersonifiedBenefit/Feature/USP to Highlight: Kettle Chips have unique, bold flavors.Target Demographic:Adventurous, 18-30 year old who is willing to try new, unfamiliar flavors.Ad Proposition:Kettle Chips is your ticket to a foreign worldCopy Points:Enjoy your trip. Tone of Voice:Quirky

Tip well

Bring Comfortable Shoes

Carry small bills and $1 coins

Try something new-Sushi?

Mail stuff to your destination

Remember...

SEAT

40 FZONE 3

STUCK HERE/ MR OR MISS

BOARDING PASS

4 006 7879276131 0EAB1YO

BOARDING PASS

STUCK HERE/ MR OR MISS

DEPARTURE GATE 17 **SUBJECT TO CHANGE**

LA07ABUPFLIGHT DATE CLASS ORIGIN DEPARTSKC1103 14 MAY L PDX 700 AMOPERATED BY COACH DESTINATION BRD TIMEKETTLE BRAND PC NY CHEDDAR 0620

FLIGHT DATE KC1103 14 MAYORIGINPDXDESTINATIONNY CHEDDAR w/ HERBSOPERATED BY KETTLE BRAND PC

BAGS 01

BAGS 01

SEAT

40 FZONE 3

Get a great map

Bring baby wipes to freshen up

Purchase a Metro Card

Invest in a travel pillow

Go to a museum

Enjoy Your Stay

✔

✔

NY CHEDDAR WITH HERBS

SEAT

12 AZONE 2

STUCK HERE/ MR OR MISS

BOARDING PASS

4 006 7879276131 0EAB1YO

BOARDING PASS

STUCK HERE/ MR OR MISS

DEPARTURE GATE 14 **SUBJECT TO CHANGE**

LA07ABUPFLIGHT DATE CLASS ORIGIN DEPARTSKC1503 13 MAY L LAX 900 AMOPERATED BY COACH DESTINATION BRD TIMEKETTLE BRAND PC SPICY THAI 0620

FLIGHT DATE KC1503 13 MAYORIGINLAXDESTINATIONSPICY THAIOPERATED BY KETTLE BRAND PC

BAGS 01

BAGS 01

SEAT

12 AZONE 2

Use the title “Khun” for adults

Don’t tough a person’s head, nor ruffle his hair

Bring comfortable shoes

Try something new

Do not show public displays of affection

Get a great map

Dress Properly when entering a Buddhist temple

Baht is the monetary unit

Invest in a travel pillow

Remove your shoes before entering a house

Remember...

Enjoy Your Chip Trip

✔

✔

Spicy Thai

I attend the UFO festival in McMinnville, Oregon every year.

I always order a triple grande, non-fat, iced caramel macchiato with extra caramel.

I grew up thinking I was Janis Joplin.

I [ironically] have always wanted an AMG Mercedes G-Wagen.

I don’t have my ears pierced and never will.

I broke my femur bone when I was 5. It is the hardest bone to break in your body. [nothing is impossible with me.]

I have written two business plans.

“You cannot step into the same river, for other waters are ever flowing onward.”-Heraclitus [all is change]

[Quick Facts] [A Time I Succeeded]

A brand new Nike store was opening in Eugene, Track Town USA, where I attended college at the U of O. Nike has a rich culture in Eugene, and it is a sought after company to work for, whether it be retail or at the world headquarters in Beaverton, Oregon.

Two thousand people applied for a retail position at this store. My resume stood out to the recruiters and I made it through the first round of cuts. The interviews were held at the downtown Hilton. I was in the second to last of 15 groups that interviewed. Each group had 20 people in it, bringing the total to 300 other applicants in the second round of interviews. The interview was fun but nerve-racking because the interviewers had us answer corky questions and demonstrate how we would pitch a product we pulled out of a bag in an infomercial in 30 seconds. We were asked to wait outside after the group questions and were brought in individually for a third round of questioning.

After the individual questions we were told that if we earned a position we would get a call within a week. Three days later I received a call from Scott, the merchandising manager for the store, telling me I got the job. I did it! My experience, quick mind and sense of humor made me stand out. I beat 2,000 applicants, negotiated a pay raise, and started working for a company I have admired since I first started wearing sneakers.

Video Game Behavior Analyzed behavior in a small group of men 21-24 for three years. I actively research trends and new technology. I believe video games are becoming the best form of at-home entertainment.

Ad Night 2010-Awarded “Best Organizer”Organized the end of the year celebration for all advertising students in the School of Journalism.

Bio TaxiSaw a great opportunity and set up an internship with Bio Taxi for Ad Society members.

Leap Panel DiscussionAdvertising/promotion for a panel discussionwith various advertising professionals.

Simon Mainwaring and Rishad TobaccowalaPresented what I thought the advertising agency of the future is going to be like to both of them.

ReferenceDeb Morrison, Professor at U of O and2009 Art Directors Club Grandmaster541-954-4872DebMor@uoregon.edu

Tony Galvan, Manager at Oakway Nike541-686-3141

EducationUniversity Of Oregon-SOJCClass of 2010Journalism Bachelor of Science with anemphasis in Advertising

Work ExperienceAlessandro’s Restaurant and Art Gallery2009-PresentWaitress and BartenderNike2008-2009Retail “Athlete” and leader of the Nike “Walk Club”Sports Authority2007-2009Cashier Lead: counted $10,000 safe and managed.Curves for Women2003-2007Personal Trainer and Nutrition CounselorSkillsWorld of WarCraft personality analyzerInDesign, Photoshop, IllustratorManagement &LeadershipBasic DreamweaverWhat I fancyBusiness plans- CommuniTee Bamboo ClothingTennis, fitness, jogging & walking my pug, GussGraphic DesignTrashy reality showsSubarusScreaming rock and blues music

@JennyJ3JennyRJ333@gmail.com503-999-4154661 E 18th AVE Eugene, Oregon

Jenny Jensen[on paper]

In-Game Advertising Content MapResearched and designed the benefits,demographics, and agencies in in-gameadvertising.

Advertising President of U of O’s Ad Society2009-2010