joe simekstrategic portfolio

[DEUTSCH EDITION]

problem: you have 300+ portfolios to review and not much time

insight: if something isn’t ‘bite-sized’, you will skim it to save time

solution: we will keep this brief & picture-heavy

positioning: I have the experience, dedication and personality to work at Deutsch, but would benefit from a little (d-)prep

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“We need absolutes. We need tasks. We need tensions. We need to be challenged to prove something. Anything. Because if you don’t give us something to focus on, we have to find it ourselves. And that’s not our job.”

Pete Favat and Matt O’Rourke, on Creatives

miracle-groresearch project through digital ad agency 360i

objective = break up into targets (aka multiple briefs)

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The cost ofgardening supplies

I don't have thetime

I have no space togarden

My currentresidence is not my

permanentresidence

It's hard to getstarted

It's hard to maintain I don't know how I'm not good at it

Renters & Barriers to Gardening

College dorm Apartment (rented) House (rented)

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The cost ofgardening supplies

I don't have thetime

I have no space togarden

My currentresidence is not my

permanentresidence

It's hard to getstarted

It's hard to maintain I don't know how I'm not good at it

Owners & Barriers to Gardening

Apartment (owned) House (owned)

insight:living arrangement affects perceived ability to garden

01234567

I enjoy theprocess ofplanting

seeds andtaking care of

mygarden/lawn

It makes myhome look

nice

It's rewardingin the end

for healthreasons

it savesmoney

I like to getmy hands

dirty

It's a greatbondingactivity

It's good forthe

environment

Drivers to Garden for Renters with Young Children

Child age 0 - 5 Child age 6 - 11 Child age 12 - 18

0123456789

I enjoy theprocess ofplanting

seeds andtaking care of

mygarden/lawn

It makes myhome look

nice

It's rewardingin the end

for healthreasons

it savesmoney

I like to getmy hands

dirty

It's a greatbondingactivity

It's good forthe

environment

Drivers to Garden for Renters in College/Recent Grads

Roommate or friend

insight:familial arrangement affects gardening drivers

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young & independent

“I now understand the term ‘concrete jungle’”“decorations bring

everything together and make it feel more like home”

“tinder is the most used app on my phone”

insight:every little change can affect lonliness or joy

“[what’s] an indoor garden? I could see myself

with a potted plant, maybe”

young families“It is important that

my child is always learning”

“When shopping I use mobile to search for deals, find it in store, then go online for

the best deal”“My busy lifestyle…I

don’t take as good care of myself as I should”

insight:the parents are selfless and saavy shoppers. everyone wants what is best for the family

“I want to provide my children with things I did not

have as a child”

[the parent]

young families[the kid]

“I get to water them every day!”

“Grandma helps because she’s the expert”

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empty-nesters“I don’t have a

computer, but I have always subscribed to gardening

magazines”“I love the fresh air

[that plants breathe into my home]”

“I did everything right, but half of my

succulents died last year”

insight:care-taking and the future are always on their mind

“I hope [my granddaughter] will

help me someday!”

brief: ‘nomads’target: millennials, likely to live in small, temporary rented spacesproblem: they do not see gardening as a possibility in their current living situationsinsight: decorations make their temporary living spaces feel like homemedia insight: increase in connecting with new/old friends onlinesolution: educate to show that there are ways to garden no matter the living arrangementpositioning: miracle-gro can make a house/apartment a homeidea: miracle-gro can breathe life into a space and make it feel like home

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brief: ‘providers’target: parents who play a large role in the life of their young childrenproblem: they do not see the value of gardening; it is more of a choreinsight: their needs take the backseat and they make every sacrifice necessary to give their children the best in life media insight: search the internet for the best deals and life hackssolution: introduce gardening as an enjoyable and educational family activity, not a chorepositioning: miracle-gro will provide you with an educational, fun, and memorable experience to share with your childidea: give your child the best with miracle-gro

brief: ‘redefiners’target: empty nesters who are redefining themselves problem: new obstacles to gardening emerge as they get olderinsight: this stage of life is full of changes and very emotionalmedia insight: home and garden magazines spark inspirationsolution: remind them of the benefits of gardeningpositioning: miracle-gro provides comfort and stability during changing timesidea: let us take care of you

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Executions:- Coachella DIY Flower Crown Station- Tinder Match- IKEA Gift Bags/Starter Kits- Magazine Print Ads- Mobile App Integration- Repackaging- Optimized SKUs

shoot me an email to see the polished ads- jjsimek@syr.edu

jose cuervoact our age

objective = increase sales with millennials

[ClaSS prOjECT]

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brieftarget: college student or recent grad, skewed male, outgoingproblem: new drinkers to tequila can not distinguish between brandsinsight: they seek proof of quality from friends and labelsmedia insight: disrupting their path to purchase is effectivesolution: generate buzz around the red Cuervo stamp of authenticitypositioning: tequila is not tequila unless it is Cuervoidea: with age comes experience and Cuervo has the best of both

Jose Cuervo has been producing tequila longer than anyone. With age comes experience, and Cuervo has the most experience producing tequila, making it the best. Cuervo has a stamp on its bottles that indicates it is distilled at La Rojeña, Cuervo’s distillery for over 200 years.

guerillaCuervo would distribute customized stampers and stamp pads to popular bars across the US. The bars would stamp those 21+ with Cuervo’s iconic red stamp and logo.

The message is simple: the Cuervo stamp on your hand indicates you are over 21 years of age, but the stamp on a bottle of tequila indicates 200+ years of excellence.

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Coasters and posters inside the bar will connect the stamp to the campaign, increase awareness, drive people to the Cuervo website, and urge people to try Cuervo while still in the bar.

mini cooperit’s the MINI things in life that matter

objective = increase sales with any target

[ClaSS prOjECT]

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brieftarget: just saved up money to make first big purchasesproblem: low awareness of the variety of ways to customize a MINIinsight: they love the chance to winmedia insight: social posts from friends are very effectivesolution: contest that demonstrates variety and urges sharingpositioning: MINI makes endless customization easyidea: every detail matters in big life choices

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Couples getting married in 2015 will get the chance to create a profile on MiniUSA.com and customize their dream pair of Mini Coopers. Voting will be held online; the couple with the most votes from each state will win the pair of MINIs they created and $5000 to help customize their perfect wedding.

Voting will go on for one month, but the event has the possibility to last much longer. The winning couples’ weddings will provide a great opportunity for paid, owned, or earned media.

digital

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The customization process will put MINI at top-of-mind to people who are likely to soon be purchasing a new car, while also increasing awareness of the ease to customize one’s perfect MINI.

All participants will be featured on a ‘Wedding Contest’ tab on the website for everyone to see. To further engage consumers, people will be able to vote on which MINIs they like. This will get people more aware of the customization that is possible with MINI. The ability to share designs will generate social media buzz.

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I..

want to jump off more cliffs

love learning about new cultures

explore/comment on new technologies through social media: @JoeSimek JoeSimek

search for challenges and ways to improve

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