Janet Wang Strategic Planning Portfolio

Neon (Ne)

Although a very common element in the universe, it is rare on Earth. 

a b o u t t h e b o o k This is a compilation of work from my time at Miami Ad School. Everything enclosed is the result of a team of minds.

My teammates tell me that my strongest contribution is my ability to funnel complex and seemingly discrepant information into simple chunks, and highlight the significant points.

Enclosed are four case studies which exemplify this approach to problem solving.

 

t a b l e o f c o n t e n t s

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k e e p i n g i d e a s a l i v e seven

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c h a l l e n g e Prevent teen tobacco use.

i n s i g h t The first cigarette is disgusting, and the experience, uncomfortable.  s t r a t e g y Encourage teens to be frank about the awkwardness of their first cigarette experience so they will choose to not do it again.

m y f i r s t t i m e

Account Planners: Janet Wang & Isabella MartinezCopywriter: Sheska OcasiaArt Director: Michelle Wallace

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o p p o r t u n i t y

It takes more than 3-4 cigarettes to feel out of control over continued smoking. – whyquit.com

First time smoking does not equal habitual smoking.

c o n t e x t

Current and past campaigns focus on death, aging, and weakness. If you smoke…

You will die.You will get old.You are a victim.

 Death. Teens feel immortal. The concept of death is difficult to grasp. Aging. Teens interpret getting old as growing up and maturing, which is attractive.  Weakness. Teens are likely to take this as a challenge to their pride and respond with defiance to prove they are stronger than tobacco.

The more students were exposed to anti-smoking messages, the more inclined they were to smoke. –sciencedaily.com

 

s t r a t e g y

When you prohibit an action, it becomes more attractive. But if an action is an option, it becomes less desirable.

+First cigarette experience is gross and awkward.

Encourage teens to be frank about the awkwardness of their first cigarette experience so they will choose to not do it again.

c h a l l e n g e

Tobacco use is the leading preventable cause of disease, disability and death in the U.S. Every year… More than 400,000 people die from tobacco use.Each day… 3,450 kids try their first cigarette. 850 kids become new regular, daily

smokers.

Tobacco use is almost always established during adolescence…

Prevent teen tobacco use.

 

i n s i g h t

The first cigarette… “One usually very much dislikes his first cigarette. Taste for cigarettes must be acquired slowly… ” – The Psychology of Everyday Living

The first cigarette is disgusting, and the experience, uncomfortable.

t a r g e t

Who are current anti-smoking campaigns failing to affect? 1, 2 Puff. I already tried a cigarette once or twice, but I’m not a habitual user.

+DO NOT. Ever the defiant personality, tell me NOT to do something

and I’ll do it.+

Senior Status. I’m a high school senior. Research shows I am

especially susceptible to tobacco use.

+Influencer Effect. I have younger siblings and friends who look up to me.

=Defiant high school senior who has tried 1 or 2 cigarettes

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First time smoking does NOT have to lead to habitual smoking

i n t e r a c t i v e p r i n t a d  

s p o t i f y / m u s i c s i t e a d 

Audio - Monologue describing the uneasy and uncomfortable nature of a first time experience.

c r e a t I v e s t r a t e g y

My First Time – Many first time experiences do not live up to their hype. In fact, most first time experiences are awkward and uncomfortable.

y o u t u b e & h u l u a d

t w i t t e r

Collections of individual teens speaking about the awkwardness of their first cigarette experiences. 

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c h a l l e n g e Protect and grow Netflix’s subscriber base in 2012.

i n s i g h t If life were a movie, age reflects the number of roles we’ve played, lines we’ve said, and plots we’ve experienced.

  s t r a t e g y Convince our target to retire with Netflix and relive the good times.

r e l i v e t h e g o o d t i m e s

Account Planners: Janet Wang & James StevensCopywriter: Sheska OcasiaArt Director: Kira Wehby

s t r a t e g y

Convince our audience to retire with Netflix and relive the good times.

i n s i g h t

Movies and T.V. shows are a collective visual documentation of our lives: Real, imagined, and available for replay.

If life were a movie, age reflects the number of roles we’ve played, lines we’ve said, and plots we’ve experienced.

c h a l l e n g e

Public perception of Netflix was tainted by an attempted division of the company’s DVD & streaming business segments, coupled with a price increase.Restore Netflix’s brand reputation and share price, and thus market cap, to its initial pre-crash levels.

Protect and grow Netflix’s subscriber base in 2012.

Advertising to current or lapsed customers is not an efficient use of Netflix’s marketing $

c o n t e x t Only 4% of Subscribers leftdue to this incident

Satisfaction of current customers is still high

Most recent Q4 financials show thatNetflix has alreadyRegained most of itsU.S. customers.

Netflix should take this opportunity to grow a new user base.

But who?... 

o p p o r t u n i t y

Netflix Users:17% Under 2448% 25-4443% 35-5418% 55+

Only 18% of Netflix’s users are age 55+.

Big Market. 30% of the population is 55+, and this will only increase.

An American turns 50 every 7 seconds (AARP). Thus, 45% of

the population will be 55+ by

2015 (US Census).

With Money. Households headed by adults 55-64 have a median net worth of 15 times that reported for adults under 35 (JWT). Likely to Adopt. Adults 55-63 use the internet on a regular basis. In fact 70% of them are online right now.

37% of moviegoers are 55+.

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At or Near Retirement. Age 55 to 65

+Relatively Tech-Savvy. Have a smart

phone and/or

comfortable with email

and internet surfing+

Have Free Time.

=

Digital Retiree

b r a n d s t r e n g t h s

Why would Netflix be a good match for this audience?

Largest Content Library

To serve the digital retiree who is in search of movies that span from youth to retirement, being the leader in content breadth and depth is a massive advantage.

 Easy to Use

Netflix is recognized for its user interface experience. This is an easy adoption for someone who is comfortable with, but not specialized in, using current technology

Only 18% of Netflix users are age 55+

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Age 55+ are three times more likely than the general public to read print newspapers. (MarketingCharts.com)

c r e a t I v e s t r a t e g y

Relive the Good Times – Encourage at home movie watching by reminding our target of the movies from their past that reflect the breadth and depth of their memories and experiences.

Movies and the experience of movie watching from moments in your past: remembering that first date and drive-ins with your friends.

k i n d l e a d

1.37% of Kindle users are age 55+ (Amazon.com)

d i r e c t m a i l e r

In the form of a vintage microphone that opens to a cozy living room movie watching setting.

Strong preference among age 55+ for printed mail. (ChiefMarketer.com) six

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c h a l l e n g e Help small businesses become more competitive.

i n s i g h t Behind every great entrepreneur was a great failure.  s t r a t e g y Give entrepreneurs the confidence to continue taking risks.

k e e p i n g i d e a s a l i v e

Account Planners: Janet Wang & Isabella MartinezCopywriter: Sheska OcasiaArt Director: Michelle Wallace

c o n t e x t

What are small businesses struggling with? Sales? Consumer Confidence Index has risen –Consumer Conference Board

Funding? Access to credit ranks at the bottom of concerns..50% say they do not want a loan –National

Federation of Independent Business (NFIB)

Competition with big business? Small business confidence

rises for the fourth consecutive month - NFIB

 However…

“90% of small enterprises fail within the first two years of operation.” -SBA

 “A frequent cause of bankruptcy is undercapitalization. This is often a result of poor planning rather than economic conditions” –Small Business – The Art of the Start The struggle is in the start – Getting through the first few years, building the base for a business that will last.

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s t r a t e g y

Remove the taboo of failure and give entrepreneurs the confidence to continue taking risks.

c h a l l e n g e

Small businesses are a significant component of the U.S. economy.  More than half of U.S. sales and over half of private sector jobs are attributable to small businesses. Small businesses face several challenges:

sales from the economic recession

, larger, and more distributed competitors

Access to limited funding

Integrating new technologies, systems, and practices

Help small businesses become more competitive.

Help them pursue best practices, define metrics, and pull in more customers.

 

i n s i g h t

The Journey of the new entrepreneur… EUREKA! Moment

You feel like God, drunk on the belief that you have solved the world’s biggest problem. The emotional high and adrenaline rush obstructs your ability to think critically.

Fairytale Begins…

You decide to go for it…

in the context of a society that idolizes the entrepreneur and elevates him to celebrity status: Steve Jobs, Mark Zuckerberg, and Donald Trump.

 Reality Hits…

Few, if any, entrepreneurs know what they’re doing the first time. What it takes to build a business is a complete contrast to coming up with the idea.

Behind every great entrepreneur was a great failure.

o p p o r t u n i t y

No one talks about the many times Steve Jobs failed before he succeeded.

Entrepreneurs are victims of constant self doubt because they compare their behind the scenes selves to everyone else’s center stage performance.

They need to be reminded that it takes failure to succeed.

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Some say that entrepreneurs are born, not made that their DNA pre-disposes them to certain traits… Novelty Seeking

Accomplishment Driven The Nascent EntrepreneurConfident

 

It Takes Failure to Succeed

Interactive Community - Partner with the Small Business Bureau (SBA), an already established resource and community, to improve resources for new entrepreneurs. As many new entrepreneurs begin their business ideas online, we will focus on the SBA.gov site,

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Keeping Ideas Alive – Connect new entrepreneurs with seasoned entrepreneurs. Encourage entrepreneurs to find refuge in each other.

c h a t t I n g

we incorporate a chatting function that fosters entrepreneur-to-entrepreneur conversations and support. Discussions can range from questions to finding resources.

b l o g p a r t n e r s h i p s

Feature blog posts by successful entrepreneurs who have an established online blog and following, such as Guy Kawasaki and Seth Godin.

c o f f e e s l e e v e 

In Their Offices - Reach the Nascent Entrepreneur in his/her office, the coffee shop.

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c h a l l e n g e Develop a brand with the potential to change the world’s lodging landscape.

i n s i g h t What is fundamental for one person is a luxury for another.

s t r a t e g y Stay-One-House-One Model

s h e l t e r

Account Planners: Janet Wang & Isabella Martinez

c r e a t I v e s t r a t e g y

Shelter - Everyone has the right to shelter, whether in the form of a home, a retreat, or a refuge. Our hotel provides shelter to our guests and empowers them to provide shelter to others.

1.5 billion people in the world are homeless.

Partner with a pre-existing organization, like Shelter the World, to operate the

Stay-One-House-One Model: 

Whether our guest is in California for a business trip or Brazil for vacation, he/she will directly benefit the homeless community in that neighborhood.

Other Partnerships: Airlines (Virgin)Socially active celebrities (Leonardo DiCaprio, Angelina Jolie, etc.)

Social MediaEventsMobile Applications

c o n t e x t Green Travelers “While guests appreciate the importance of conserving energy and resources, they feel conflicted about paying for a hotel that requires such sacrifices.” Self-Centered Consciousness:

care about the environment, but care MORE about personal comfort.

 “54% of green travelers indicate that confusing terminology is a factor in making it difficult to find environmentally friendly travel options” Understanding Their Impact:

do not understand HOW their money is helping the environment.

 

s t r a t e g y Stay-One-House-One Model: Look & feel of a high-end hotel, eco-friendly elements of competing ‘green’ hotels, and the competitive advantage of a clear and visible consumer impact.

i n s i g h t

What is fundamental for one person is a luxury for another. In the context of the hospitality industry… 

c h a l l e n g e

More and more consumers are interested in sustainable living for the planet and its people. The hotel industry has been slow to address this trend. The International Hotel Group needs a flagship green brand.  Develop a brand with the potential to change the world’s lodging landscape and launch thousands of hotels worldwide.

o p p o r t u n i t y

72% of green travelers are willing to pay some level of price premium.

Who does quality & social impact well? The Buy-One-Give-One business model has successfully achieved both business returns and social impact. Companies such as Toms Shoes have seen dramatic growth in a short period. 

“Sold one million shoes within first 4 years”

Spread by word of mouth and strategic partnerships.

Key components of success: High-End and High Quality Product

$40-$80 shoes. Consumers buy because they like the product itself, regardless of the social impact factor.

 Clear Consumer Impact

With every pair purchased, TOMS gives a pair of new shoes to a child in need. No confusing jargon.

t a r g e t

Who values luxury quality and social impact?

Practice what he/she preaches. Actively made lifestyle changes.

+Self-made, mid-income

+Live well, quality oriented

+Travel for work & pleasure. 2 to 3 times per year and travelled to 2+ countries.

+Interested in ‘sustainability’. Environmental, social, etc. & solving big world problems.

=

High-End Hippie Buy-One-Give-One Model

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JanetDoubleU.comJanetDoubleU.tumblr.com

Founding Team MemberrippleQ. Social Venture Technology Start-up11. 2010 to 4. 2011

Strategy. Performed market competitive analysis and compiled educational kit for internal, investor, and client use.

Brainstorm Moderation. Led discussions and drafting of product feature value propositions for use in business strategy, sales, and customer development.

Consumer Journey. Created use cases for software product testing and drafted detailed product FAQs.

Worked with ‘Creatives’. Collaborated with engineers and customer development manager to develop and test product to customer specifications.

Behavior. Helped develop the company product - behavior management software using game mechanics.

Operations. Established enterprise as a Benefit Corporation. Managed financial, legal, and human resource activities.  

Senior Economic ConsultantDeloitte Tax LLP. Global Transfer Pricing12. 2007 to 5. 2010

Brand & Intellectual Property Valuation. Managed an intellectual property migration for one of the largest U.S. multinational companies in the hospitality industry as the sole staff person on a multi-partner engagement, assessing brand lifecycle and value, conducting research, client interviews, economic and financial analyses, and drafting qualitative support for analyses. Project resulted in follow-up engagement.

Macro Trend Analysis. Executed economic downturn analysis for $2 billion revenue client in the computer and information technology industry, analyzing profitability, and managing two-person India-based team in performing comparable company analyses to identify economic trends.

Client Relations. Directed client relationship as sole staff member of a senior level tax team and managed team of two to complete international tax restructuring for major client in semiconductor industry. Project resulted in avoidance of $1 million penalty.

i n s e a r c h o f

Opportunities to use my love for absorbing and synthesizing seemingly discrepant information in order to create experiences that inspire social behavior.

c o n t a c t m e

415 . 937. 4288Janet.DoubleU@gmail.com

Associate Producer of ContentSocial Capital Markets.6. 2010 to 10. 2010 & 5. 2011 to 9. 2011

Large-scale Impact. Helped produce an international social enterprise conference that drew 1,300+ social entrepreneurs, venture capital investors, university professors, and foundations from 40+ countries. Attendees included representatives from the Bill & Melinda Gates Foundation, Acumen Fund, JP Morgan, McKinsey & Company, and Stanford University.

Right & Left Brain. Created internal processes for content development, balancing brainstorming and ideation with operation and execution.

m o r e a b o u t m e

Origami & Collage Arts PractitionerDancer. Performance & Competitive since Age 5Yoga & Meditation EnthusiastVegetarian

Strategy & Operations ConsultantCommunity Action for Rural Development. Kenyan organization engaged in micro-enterprise bee-keeping initiative.6. 2007 to 9. 2007

Interviews. Visited 40+ farmers on the back of a dirt bike.

Mediation. Drafted and implemented agreements between community organization, farmers, and honey suppliers.

Moderation. Led strategy discussions with non-profit managers.

Immersion. Lived with a host family and participated in community activities. Learned basic Swahili.

B.A. Mathematics/EconomicsMinor in International StudiesUniversity of California at San Diego9. 2003 to 6. 2007

UCSD Provost’s HonorsErnest C. Mort Leadership Award

Introduction to Communication DesignExtended EducationCalifornia College of the ArtsSummer 2011

Account Planning Boot CampMiami Ad School1. 2012 to 3. 2012

Top Dog, First in Class