kcarpenter account planning 2015

ROCKET SHIP //////////////////////////////////////////////////////////////////////////////

KIRAN CARPENTER | AP BO OTCAM P | M IAM I 2015 ////////////////////////////////////

1. FORD AUTOMOTIVE “Connect To Go Further”

2. FOOD NETWORK “More Food, Less Awkward”

3. DJ IRIE + NEW AMSTERDAM VODKA “It’s Your Town” TOUR

KIRAN CARPENTER – [email protected]

// C A S E S T U D I E S

// R E S U M É

// F R O M D E S I G N TO S T R AT EG Y

// WH AT I T M E A N S TO YO U

KIRAN CA RPE N T E R – [email protected]

FROM DESIGN TO STRATEGY....AN EVOLUTION

2009 | THE “ROCKET SHIP” LAUNCHED

• Moved from Miami to Barcelona, then Barcelona to Puerto Rico. • Left my role as an art director at a digital advertising agency.• Began researching + observing the city as a way of getting to know people, culture & motivations.• Started studying social media strategy & new media public relations.• Learned to speak Spanish.

2011 | RE-ENTERING ‘THE ATMOSPHERE’

• Returned to Miami.• Began studying entrepreneurship and innovation cultures.• Developed a passion for design thinking, empathy & technology.• Began exploring different roles within the agency.• Started working in the operations side of the agency business.

2011 | 1ST ENCOUNTER WITH A BRAND STRATEGIST

• Became curious about what a brand strategist does and how one works with creatives.• Started studying brand strategy, business strategy, design strategy and business model design. • Became active in the local technology & startup community.

2015 | MAS ACCOUNT PLANNING BOOTCAMP

• Attended the MAS bootcamp to gain a valuable new toolset.• Joined Design Thinking Miami Team. • Now exploring opportunities for me to apply the toolset to brand storytelling, innovation and advertising. • Looking forward to new and exciting adventures in brand strategy and design!

- SHERYL SANDBERG, FACEBOOK

“If you are offered a seat on a rocket ship, don’t ask what seat. Just get on.”

KIRAN CARPENTER – [email protected]

WHAT IT MEANS TO YOU...

Make Teens Care About Ford

// STRATEGY

• I love creative challenges and boiling them down into a clear, simple direction.• I hold human desirability, technical feasibility, and business viability in equal weight on a project. • I love technology and strive to understand how it works with story and design. • I thrive on making complex things simple.

// RESEARCH

• I love consumer behavior and social psychology.• I am observant, empathetic and driven by the need to find out “why”. • Passionate about translating research into insights. • Always looking to learn new methods.

// DESIGN

• An experienced visual thinker adept at communicating via various creative platforms & media.• I connect design with strategy and UX.

// LEADERSHIP

• I have led teams to arrive at successful creative solutions. • I come from a collaborative, interdisciplinary background yet, I am inclusive, understanding, and appreciative of teams that don’t have this exposure. • I’m comfortable with ambiguity and can act decisively.• I coach others through the creative process.

Strategy + Research + Design + Leadership

ANDREA CAMPOS RAJ RAMAMURTHYArt Direction

ALEX MOLINOS Copywriting

KIRAN CARPENTER VINNY MEDEIROSAccount Planning

MAS AP BOOTCAMPJan - Mar 2015


1 WHO ARE WE TALKING TO?

Gen Edge youths, 13-18 years old, who have yet to build a strong affinity with a car brand.

CONSUMER INSIGHT

STRATEGIC POSITIONING

WE CONNECT WITH TECHNOLOGY TO STAY CONNECTED IN THE ANALOG WORLD.

Ford is a traditional car company that

makes cars to transport people

from A to B. “It is like an appliance.”

Ford is a future thinking mobility

company that connects us to the people

+ experiences we need to “Go Further” in our lives.

WHAT IS THE CONSUMER - BRAND CHALLENGE?

Ford’s research shows that there will be a shrinking number of new car buyers entering the marketing in the next 5 to 10 years. This will be a result of a lower number of teens obtaining drivers licenses and others feeling that cars are too costly or bad for the environment.

BRAND PURPOSE

Ford helps you go further.

THE CATEGORY

The automobile is no longer the same statement of independence or liberation that it was for previous generations. Due to the cost of car ownership and concerns for the environment, many of them are sharing family cars or using car sharing services like Uber, Lyft or taking public transportation.

WITH FORD, YOU CAN GO FURTHER BY STAYING CONNECTED.

THE ASSIGNMENT

Make Teens Care about Ford.

METHODOLOGIES USED:

Social Listening, Secondary Research

KIRAN CA RP E N T E R – [email protected]

PRINT

DIGITALHUB

BUS STOPS “Emojional Journeys”

THEATER InteractiveTrailer

MovieTicket

TrailerPoster

MallKiosks Magazine

BannerAds

SocialMedia

HOW ARE WE GOING TO DO THIS?

Create an integrated campaign that puts teens in the ‘storyteller driver’s seat’ where their lives are empowered through connections with technology and to each other.


WHERE DO WE PLAN TO COMMUNICATE WITH THEM ABOUT THIS?

Media buys in malls, bus stops, social media, movie theaters. Guerrilla and ambient tactics in public spaces with a lot of foot traffic.

OUR PLAN

EMOJIONAL JOURNEYS

THE CAMPAIGN

KIRAN CA RPE N T E R – [email protected] KIRAN CARPENTER – [email protected]

// PRINT & BANNER CAMPAIGN

// INTERACTIVE BUS STOP ADS

Emoji password gives access to high speed internet.

// INTERACTIVE MOVIE ADS

// ‘EMOJISAURUS’ – THE DIGITAL HUB


Make the Food Network More Attractive to Millennials

RICARDO VARELAArt Direction

STEPHANIE HUBER Copywriting

KIRAN CARPENTER MARK MARLERAARON MARTINAccount Planning


Interact with the commercial to create your own ending!

CA


THEY DON’T HAVE A LOT OF TIME TO SPEND IN THE KITCHEN BUT DESIRE TO BE PERCEIVED AS “FLUENT” IN FOOD.

THE FOOD NETWORK SERVES UP CONTENT THAT IS BOTH EDUCATIONAL AND ENTERTAINING FOOD.

2


WHO ARE WE TALKING TO?

Millennials love food and say they associate with the Food Network brand but are not truly watching it as much as they say they are.


Help the Food Network attract more millennials to watch its TV programming in order to ‘future proof’ their viewership and increase advertiser dollars.

BRAND PURPOSE

The Food Network is TV for everyone who loves to EAT.

THE CATEGORY

They are watching a few FN TV shows but are increasingly drawn to the more relatable, on demand, YouTube cooking channels that feature extreme characters and simple dishes.

THE ASSIGNMENT

Make the Food Network more attractive to millennials.

METHODOLOGIES USED:

Social listening, discussion boards, secondary research, quant research analysis.

“Help me be agood mom who

is a creative,healthy cook.”

millennial mom

“Help me to be acreative, interestinghostess or guest.”

millennial woman

“Help me to be a‘good dad’ who

contributes to caringfor my family.”

millennial dad

“Help me to be a more creative,

confident cook andmake a goodimpression.”millennial guy

CONSUMER INSIGHT

9 in 10 consume food content weekly

24% watch shows 30min + longer on their cell phones

52% use apps to make cookingeasier

280% growth in subscriptions toYouTube FoodChannels

HOW ARE WE GOING TO DO THIS?

By creating a campaign that positions the Food Network as the insider friend who gives you the 411 on what you need to know about chefs and food.

WHERE DO WE PLAN TO COMMUNICATE WITH THEM ABOUT THIS?

Digital video & radio ads, branded content, on YouTube, FB, Crackle & Hulu, Spotify, guerilla activations in supermarkets, a search engine campaign, and strategic partnerships that help them live the brand experience.

MORE FOOD,LESS AWKWARD

THE CAMPAIGN

PRINT

BLOGS& WEBSITES

YOUTUBE

GUERILLA

RADIO

more food, less awkward

INTERNETTV

HULU

ROKU

CRACKLE

MagazineBus

Subway

Eater

Digital Shorts

GroceryStore

FarmerMarkets

PARTNER-SHIPS

PEAPOD

Plated.com

YouTubeChef

CollaborationsThrillist

Spotify

Pandora


OUR PLAN

// PRINT ADS & ANIMATED BANNER ADS

// DIGITAL VIDEO SHORT

// STORYBOARD

SETTING:Couple seated at nice restaurant exchanging awkward first date banter.

SCENE 1:As he reads the menu, he peeks over the top of it a few times to see the expression on his date’s face. He is looking to see if she feels comfortable with the menu.

WAITER:“May I take your order?”

GUY:Looking very uncomfortable he points to an item on the menu.

GUY:“I’ll take this.” (Tone: Fake confident way)

SCENE 2:Food comes to the table.

GIRL:“I thought you said you were vegetarian.”

GUY:“Oh… uhm.. only on Mondays..”

SCENE 3:Guy reluctantly takes a bite of his meal.

CUTVoiceover/copy: Because we know food can be confusing. Food Network, your friend in food.

Food can be a little intimidating at times. We’ve got a few tips to simplify the process. Food Netweork, your friend in food.

With so many options, it’s no wonder things can get confusing. Even with something as simple as food. That’s where we come in. Food

Network, your friend in food.

Some things create more questions than answers. Especially when it comes to food. Ask us, we’re here to help. Food Network,

your friend in Food.


// DIGITAL RADIO SPOT

// BRAND OPPORTUNITY - PARTNERSHIP WITH PLATED.COM

// GROCERY STORE ACTIVATION


DATE: This is a really nice place.DUDE: I’m glad you’re enjoying it. It’s one of my favorite restaurants.WAITER: And what are we having this evening?DUDE: We’re gonna start out with a bottle of the peanut no-her and an order of the brush-chettah as well as some melon and prahs-kee-uhto.DATE: I think he meant pinot noir, bruschetta, and melon and prosciutto. But no prosciutto for me, please. I’m a vegetarian.

VOICEOVER: You don’t know what you don’t know. Let us help you know more. Food Network, your friend in food.

Food network places signs in grocery stores to identify ingredients that will be featured in upcoming shows.

Native advertising on food delivery websites that cater to millenials’ love of food and shared experiences yet who have little time for ingredient shopping or food preparation.

DJ Irie, “It’s Your Town” New Amsterdam Vodka Tour

RICARDO VARELAArt Direction

STEPHANIE HUBER Copywriting

KIRAN CARPENTER MARK MARLERAARON MARTINAccount Planning


// BRAND OPPORTUNITY

NEW MEDIA CHEF ALL STARS

YouTube chefs film their “Challenge” show.Food network films the “Making of...” show.

“The Making of ...”

“The Making of ...”On DemandCooking Challenge

Cooking Challenge

Viewers vote via likes & shares, hashtags & texts

Footage is dispersed across channels according to viewers perspectives.

Winners are determined by tallying viewer likes, shares and new subscriptions.

The winner receives sponsorship and promotional support from the Food Network for a year.

A Transmedia Cooking Show Competition

1 2 3


Create a campaign that will promote the Fall 2015 Florida music tour with New Amsterdam Vodka’s ambassador, DJ Irie.

GOALS:

• Get 1,500 millennials to attend each event to try the vodka.• Increase the # of retailers and vendors carrying New Amsterdam.

NEW AMSTERDAM BRAND PURPOSE

Inclusive is the new exclusive.

THE CATEGORY

There are similar premium brands in the vodka category such as Smirnoff & Ciroc. N.A.V. is an unpretentious, affordable yet quality vodka that celebrates people for who they are and although it is newer on the shelf, it is one of the top selling vodkas.

THE ASSIGNMENT

Help DJ Irie promote his New Amsterdam Vodka “It’s Your Town” Tour3


THEY DESIRE MEMORABLE EXPERIENCES WITH FRIENDS BUT THEN COLLECT MOMENTOS TO SHARE THE STORY.

CELEBRATE THE NIGHTS WHEN GREAT MEMORIES ARE MADE.

WHO ARE WE TALKING TO? Young adults, 21 – 27, that are in a transitional time of their lives. They are trying to figure out who they are while still being young. You only live once. Make it epic.

METHODOLOGIES USED:

Social Listening, Digital Ethnography, Secondary & Primary Research

CONSUMER INSIGHT


“An empty bottle means we had fun the night before. When I see a collection of empty bottles in someone’s house, I know good times happen here” - Tina from FSU

HOW ARE WE GOING TO DO THIS? Create a campaign that gives people the opportunity to share their stories.

WHERE WILL WE COMMUNICATE WITH THEM ABOUT THIS? Social media, liquer stores, bars & clubs, event activations (football game tailgates), flyers

REMEMBER YOUR LEGEND#LEGENDARY STATUS

THE CAMPAIGN


PartyVan

LegendaryTG

RETAIL

BLOGS& WEBSITES

SOCIALMEDIA

TAILGATES

RADIO

CityCups

Floor Matts

Trophy Cases

PRODUCT

Sticker

FB Promo

DJContest

Instagram

Instagram

Tages

Local

College

OUR PLAN

// EVENT INVITE

1 2 3

// SOCIAL MEDIA CONTEST - SHARE YOUR #LEGENDARYSTATUS// REMEMBER YOUR LEGEND THE TROPHY BOTTLE

// RETAIL

// TROPHY STICKER

// ONE WINNER PER TOWN GETS TO DJ WITH DJ IRIE


Insta

// “YOUR TOWN” EVENT ITEM

// SOCIAL CONTENT AGGREGATION ON N.A.V. WEBSITE


Program Manager, Creative Excellence Team @ SapientNitroMARCH 2013 - PRESENT

Managed the development of the New York Times Best Seller Storyscaping–Stop Creating Ads, Start Creating Worlds. Currently oversee the creation of new content, videos, presentations and tools for Storyscaping initiatives and speaking engagements.

Creative Management, Creative Team OperationsJUNE 2011 - MARCH 2013

Assisted creative leadership with operations of 25+ person team.

Marketing Strategy & Design (Freelance - US, Spain & Puerto Rico)DECEMBER 2009 - JULY 2011

Developed multi-channel branding and marketing concepts for entrepreneurs.

Sr Art Director, Sapient Global Marketing + Brand Team @ SapientAPRIL 2007 - DECEMBER 2009

Developed multi-channel campaigns and strategies for marketing and hiring initiatives across N.A. and India. Led junior designers, copywriters and interactive developers in the development and implementation of landing pages, micro sites & email marketing campaigns. Mentored junior designers.

Art Director, Citibank Client Team @ SapientMARCH 2006 - APRIL 2007

Concepted and designed multi-channel campaigns for Citibank Student Loans, Women & Co. and Citibank Direct accounts.

Advertising & Marketing Design @ Perfect Vision Media GroupAUGUST 2005 - MARCH 2006 (company sold 2006)

New Business Development @ Cave DesignSEPTEMBER 2004 - MAY 2005

Managed research of prospective & new client industries. Briefed creatives on industries, products and challenges of clients.

// INDUSTRY EXPERIENCE

Research, Insight & Trends Creative & Design StrategyTeam & Project ManagementAdobe Creative SuitePowerPoint & Keynote Intermediate Spanish Proficiency

BRAND PLANNING BOOTCAMP @ Miami Ad School Jan - Mar 2015

MFA, GRAPHIC DESIGN@ Boston University 2000 - 2002

Magna Cum Laude BA, Creative Arts, Art History MINOR, Hispanic Studies@ Bradford College 1992 - 1996

Non-Degree Independent Studies Business, Innovation, Design Thinking & Design Strategy 2012 - 2015

// SKILLS & CAPABILITIES

// EDUCATION

Board Member, Design Thinking MIAFEBRUARY 2015 - PRESENT

Organizer, IxDA MiamiNOVEMBER 2014 - PRESENT

Organizer, SheSays MiamiFEBRUARY 2014 - PRESENT

// VOLUNTEER

Student Interactive Addy, Miami 2015 Ford “Emojional Journeys”

MAS ‘Client Pitch Day’ WinnerNAV “Remember Your Legend”

MAS Account Planning “Top Dog” Award, March 2015

// AWARDS

[email protected]/kirancarpenter/kirancarpenter

BRAND STRATEGY ACCOUNT PLANNING

Kiran Carpenter

THANK YOU!Let’s Stay in Touch

[email protected]/kirancarpenter/kirancarpenter

kcarpenter account planning 2015

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