Peter GoerenAccount Planner / Strategist

Resume and FutureAdventure? Next steps?Opportunities? Oh my! 19Case StudiesRelevant experiences inAccount Planning 7Who am I?The person behind the words 3IntroductionWhy my experience should be interesting to you 1

Everyday we share stories through any possible way whether it is through art, politics, literature, or just simply our conversations. The world is full of ideas and new discoveries that fill our imagination and animate our society.

I like to believe that am a wallflower to our culture, gathering and seeking new information to use so that I can uncover the most inspiring of meanings. The Truth.

More than anything, I want to create a positive impact to our society that will empower people to live life to their greatest potential. I hope to show through this portfolio that I am capable of such a task and will work endlessly to create meaningful stories that enrich our world.

The following is a collection of work and who I am.

Find A

To Say Hello!

A Snapshot

Way

| 2 | Portfolio | Introduction

If I was a pie

- I built my own computer just to see how it works.- Learned HTML so I could build my own website.- I made my own beer to know more about it.

- A soccer field is my second home- I crave to watch the world cup- I support a team that hasn’t won a european title in 10 years

- I can name 5 bands that you don’t know- I make playlists for everything- I’ve been to 40 concerts ......and counting

- I’ve seen an italian opera- I ate Haggis (Lambs intestines)- I’ve driven on the autobaun

| 4 | Portfolio | Biography

Solving through

Design Case Studies

STRATEG

YIntroduction:

Best Buy has been the industry leader in consumer electronics for 20 years. Companies are offering better shipping costs to consumers, cheaper prices, and better online options putting Best Buy’s point-of-difference in jepordy. Best Buy still holds the upper hand as the #1 electronics retailer in the country, but several store closings and decreasing revenues have shown that it may not last long.

The dirty truth is that most millenials are going into Best Buy to try the product, then going right online to a competitor and buying the same thing at a reduced rate. Our goals were to understand how Millenial’s shop so that Best Buy can win authority over other retail consumer electronic stores.

Millenial’s Shopping Journey

Millenials invest more time in considering a product than actually shopping for one.

Shopping is a chore and no longer a desired experience

Customers are going to Best Buy to “pick-up” an item rather than go for the Best Buy experience.

Gamify the Best Buy experience

Make Best Buy Relevant for Millenials

Creative, fun, Intellectual Millenials

| 8 | Portfolio | Case Studies

Play, Not Search“

”

CR

EATIVECreative Executions

Ambient An installation of interactive touch screens set up at a high foot traffic areas.

Ipad AdvertisingAn ipad advert that lets you examine products as if you were using them.

Ipad SocialLive releases of new music via ipad collaboration.

| 10 | Portfolio | Case Studies

Introduction:Vibram is a brand known for breaking the mold. The shoe has grown in popularity due to its claimed injury reduction and success with marathon runners interested in barefoot running. Because of this, competitors are starting to imitate the brand.

Although different, complaints about the product include its curious design and painful “adjustment” period when using it for fitness. In order for Vibram to maintain leadership in the market, we were tasked to provide a creative campaign that would increase sales.

Researchers at the University of Kansas say that 90 percent of the time, people can accurately identify a stranger’s personality simply by looking at the person’s shoes. Fascinating.

We wanted to find out what people thought of the shoes in our society.

University Study

We chose Men ages 23-40 as our target in order to keep an association with competitive running while exploring the ideas of alternative fitness lifestyles.

Increase the sales of Vibram shoes

Your shoes say something about the kind of person you are

Men Ages 23-40

STRATEG

YTwenty-Somethings are hyper aware of what shoes they wear in society.

Shoes are an extension of your personality

I am my own adventure

| 12 | Portfolio | Case Studies

I AM MY OWN ADVENTURE“

”

CR

EATIVECreative Executions

OOH A public Twitter-based game that chooses a path based on tweets.

TV SpotA POV commerical set to feel as an outdoor adventure.

PrintsA series a prints made to promote the idea of a life of adventure.

| 14 | Portfolio | Case Studies

Introduction:Volvo is a car brand that has been combining luxury and safety vehicles for over 80 years. They target a wide range of consumers and have a strong customer satisfaction record.

Stay-at-Home-Dads have also been an increasing demographic in recent years due to job layoffs and the economic roller coaster that has shocked today’s world. With more and more men now staying at home, automotive companies are looking to change their marketing efforts to adapt to this new lifestyle for family cars.

Choose a Volvo vechicle and position it as the #1 desired car for stay-at-home dads.

Fathers; Has at least one 1-11 year old child; Age 27-40.

A Stay-At-Home Dad’s Concerns and Feelings

STRATEG

YStay-at-home dads are proud to take care of and raise their children but don’t want to be seen as effeminate or “unmanly”.

Most stay-at-home dads feel immasculated because of their current life role.

Position the Volvo S60, known for speed and luxury, as the dream car to empower stay-at-home dads.

| 16 | Portfolio | Case Studies

Zero-to-manly in under 60

seconds“”

CR

EATIVECreative Executions

PrintsKeeping speed as an identity of masculinity, prints were designed tosimulate going from stay-at-home dad to man-at-home.

Billboards (OOH)Most likely place for stay-at-home dads to be is on the road. Using a progression of billboards, there is clearer message to the driver.

TV SpotTelevision is also another place where men come to relax. We created a situation where a dad talks briefly to his wife about dropping off the kids and then gets the need for speed.

| 18 | Portfolio | Case Studies

Be a Part of your Journey,

not just an observer.

Peter Goeren

Experience

Education

InterestsHonors

// Collected consumer buying habits of San Jose, Sacramento, and Santa Cruz markets// Qualified merchants based on social media presence, provided insights for sales planning, and discovered trends for new business // Built salesforce reports to increase strategic awareness of new market considerations

Miami Ad School - Account Planner Boot Camp 2012 // 10-week intensive program for advertising account planners. Focused on constructing creative briefs, identifying insights, and presenting pitches to a panel of judges as well as for real clients

The Ohio State University - Strategic Communications B.A. 2009 // Focus on digital communication, psychology of social technology, and public speaking

FRG, Inc. Columbus, OH

Groupon Chicago, IL

The Goeren Group Columbus, OH

// Monitored the life-support of intranet, server back-ups, and help desk needs// Proposed and executed a new file management systems that saved hours on productivity// Designed landing page for company website to increase marketability and presence

// Awarded copy on packaging for confection line by Kraft Foods: Planter’s NUT-rition.// Conceptualized, manufactured, and sold the “Just Interview Me” product// Developed competitive brand analysis for Crabtree & Evelyn and Kraft Foods to create positioning strategy for new products// Managed Google Adwords search

2439 Mozart Street 30thChicago, IL

60647

T 614-296-0101E Peter.goeren@gmail.comW www.petergoeren.com

Audio Mixing & professional stage productionTravel: have traveled wihin US and abroadItalian language

Eagle Scout 2005Cum Laude 2005-2009Ad Age Digital Volunteer

Strategic Analyst

Technical lead

Product Consultant

February 2012 - June 2012

January 2011 - June 2011

January 2009 - July 2011