Showcase of 1st year work of a burgeoning Creative Brand Manager.

1. PORTFOLIO
REVIEW
Jennifer U Ekeleme
creative brand manager
May 2010

2. Jennifer
Professional Experience
Matlock Advertising & Public Relations, April 2007- August 2009
Atlanta, Georgia
Senior Account Executive, Brand Group
Promoted to Senior Account Executive (within 18 months) to manage day-to-day
client interaction with the JP Morgan Chase and BMW accounts. Other clients
Ekeleme
worked on include: Luster Products, Barbados Tourism Authority,
as well as new business pitches.
Major contributions include:
JP Morgan Chase
titled “Legacy of Homeownership Tour”. Worked with our account team
through a rigorous season of strategic planning, budgeting, and event management
in 5 cities in 2007 and 2008.
108 E. Grace Street, Apt 405
Richmond, VA 23219 over 37,000+ visitors to the chase.com/legacy website developed for the tour.
E: ekeleme@gmail.com EURO RSCG 4D Impact, May 2004- September 2005
Norcross, Georgia
P: 404.822.9244 Project Manager
W: jenniferekeleme.com for the Sampling and Experiential department for clients including P&G, Polaroid, and mtvU.
Carat Media, August 2002- May 2004
Atlanta, Georgia
Education Assistant Media Buyer | Jr Media Buyer
Master’s of Science, Creative Brand Management
with maintenance of buy schedules, inputting media buys, invoice and billing resolution.
VCU Brandcenter, May 2011
Became familiar with Nielsen rating system for negotiation and placement of
The Creative Brand Management track incorporates the fundamentals of an MBA curriculum, radio and television buys.
marketing strategies, as well as an extensive focus in brand management through case studies
and group collaboration. Track curriculum includes Creative Thinking, Principles of Media,
Contemporary Research Methods, Business of Branding and Strategic Thinking. Proficiencies
Bachelor of Arts, Communications/Media Studies
University of North Carolina at Chapel Hill, May 2000 Passions

3. CONTENTS
Creative Thinking Projects Creative Briefs
3
Case Study Analyses
GIG Poster USA Home Media Inc.
Twitterature Aqualisa Red Bull
Winter Poem Emirates British Airways
2
Brand Culture Analyses Brand Stories
Hyphen Magazine Hyphen Magazine
All-Bran Synesthesia
1
Research Discussion Guide Survey Questionnaire
Domino’s Pizza Merriment Events
Segmentation Study Media Plan
LG Phone study Smith & Wesson

4. Creative
Thinking

5. WRITER FATHER POET AFRICAN AMBASSADOR AMERICAN LIBERAL ERUDITE TRAVELER
PEACEMAKER HUSTLER LEADER FROM DUO BLACK STAR GAMER PUSSYLOVER MUSIC
INNOVATOR BLACK DANTE LOVER ACTOR & RAPPER SPANISH-SPEAKER GOD-FEARER
CITY-DWELLER HIP-HOP SNOB EMMY/GRAMMY WINNER HUSBAND ART BUYER BIBLE
READER MASTURBATOR BOOGIEMAN OBAMA-SUPPORTER ANN COULTER-HATER
RUMOR STARTER ANIME-FAN MOS DEF A.K.A. DANTE VERBAL-HEALER-LEXICON-
CREATOR-STORYMAKER CONDUIT JDILLA FAN PLAYER LYRICAL WRITER FATHER POET
AFRICAN AMBASSADOR AMERICAN ANN COULTER-HATER LIBERAL ERUDITE TRAVELER
brooklyn-born PEACEMAKER HUSTLER INDUSTRY LEADER GAMER PUSSYLOVER MUSIC
INNOVATOR BLACK SPANISH-SPEAKER DANTE BLACK ON BOTH SIDES ACTOR GOD-
FEARER FOODIE CITY-DWELLER HIP-HOP SNOB MUSLIM RAPPER HUSBAND ART BUYER
BIBLE READER MASTURBATOR BOOGIEMAN OBAMA-SUPPORTER ANN COULTER-HATER
RUMOR STARTER ANIME-FAN VERBAL HEALER-LEXICON-CREATOR-STORYMAKER
CONDUIT JDILLA FAN PLAYER LYRICAL PARAMEDIC aurora 401 e grace street richmond va 09.11.2009

6. The assignment was to create a post about Megan Clifton in 140 characters.
@jekeleme I can’t decide what’s cooler: Whitney’s rock-cocaine
admission or Megan Clifton’s reject letters with cocaine in them
Winter isn’t anything new.
But this one is different--an engaging affair of the mind
the test of fears not yet conquered,
all to be revealed in time.
Apparent and clear like the full moon
The gravity of these adventures takes my breath,
And steals my somber
like the nightmares that end in death.
I want my certainty...no doubt
mapped out straight line to a fulfilled life.
All I want is distant travel, good food
and time to be a wife.
I never fear what I’ve have done that people may find out,
only fearing when people seek me, they may see my might
succumbed to doubt.
But I’ll continue my journey inward facing out,
hoping the gasoline line becomes lit and leaves a trail.
I’m still young they say; take your time
don’t be afraid to fail. The assignment was to create a piece using the lines “...winter isn’t anything
The world is still here, nothing new...but new...” and “I see what I see and I don’t like the view.” No other parameters
were given.
I see what I see and I don’t like the view.

7. Creative
Briefs

8. who is Aqualisa and why are they important? the brand objective
Aqualisa Quartz as a brand is technologically superior to Making the Aqualisa Quartz shower the preferred brand
their competitors in the shower category. As a shower among plumbers and consumers.
AQUALISA manufacturer the Quartz brand was the first significant
product innovation in the UK shower market. positioning
Making premium the Standard
why are we advertising?
Aqualisa has a brand awareness challenge among the the strategic direction
consumers and the plumbers. The consumers do not Short-term: Create a brand connection with our core
know what to request if the brand isn’t top of mind...the target homeowners and plumbers.
UARTZ
trade shops can’t start selling more of a product unless Long-term: Create a platform/channel that allows our
the plumbers merchants request them, and the plumbers
core consumers to experience the brand.
won’t request them unless they see how Quartz makes
their job easier and in the long run can help them make
brand manifesto
more money with more clients.
From the price, to ease of use, to its understated luxury
Aqualisa Quartz is about enhancing your everyday
our target & insights
experience. Because you shouldn’t have to sacrifice so
target ¹ upper middle-class homeowners who want high-
much to live well.
end style; they want their shower to look pretty without
losing convenience.
target ² independent plumbers. They play a critical role DELIVERABLES:
in the consumers purchase process in what to buy; but on
the other hand they are slow to adopt any new products, PRINT | DIRECT MAIL |DIGITAL | TV
especially those that claim “new innovation.” EXPERIENTIAL

9. BRAND CONTEXT
Emirates Airlines as a brand focuses on sovereignty which is an anomaly
in the airline industry. As a part of their strategy to “own” Rugby, their
affinity with the sport underscores their continuing support of the game.
OBJECTIVE
Align the prestige of Emirates with the global appeal of Rugby and the
World Cup 2011.
TARGET INSIGHTS
•Casual to “hard-core” fans who are dedicated and passionate about
the game of Rugby.
•They are highly successful, ambitious, and enjoy the benefits of their
work hard, play hard lifestyle.
•Rugby fans span the globe ranging from South Africa, Fiji, Namibia,
and France.
STRATEGY
Make Emirates Airlines the connector for Rugby fans around the world.
KEY MESSAGE
Emirates takes you to where your heart is.
EMOTIONAL TAKEAWAY
A deeper association between Rugby and Emirates Airlines
The Emirates brand will be seen as a champion of Rugby
DELIVERABLES/MANDATORIES
Emirates logo
Tagline: Fly Emirates. Keep Discovering
Media channel options to consider: digital, experiential activation, social
media, traditional media.

10. Challenge:
The USA website has an enormous amount of content which can be overwhelming to visitors. As a
result, site visitors are not encouraged to stay and interact on the website.
Research Facts about Target:
•
Almost 1/3 of these viewers go to a television show website while they are watching it.
•
If given the opportunity to have customizable content from their favorite cable network website, 62%
of respondents would take advantage
Insights:
USA fans want to customize their content based on their preferences.
Business Case:
Increase engagement and interaction time on the USANetwork.com website by 10%.
Project Description:
Redesign the site to incite engagement and interaction for casual and committed viewers by creating a
personalized, customizable dashboard for consumers. This redesign will give USA Network users a more
personal experience with the brand and become a “must have” destination touchpoint for fans.
Strategy:
Create a customization process across multiple customer touch-points
Creative Deliverables:
1. Redesigned website skin
2. Dashboard mock-up with “character” profile (showing 2 different characters)
3. Demonstrate dashboard features (i.e. skin, profile, video, and share functionality)
a. demonstrate opt-in process for users
Desired Results:
1. Increased user traffic to site & user information capture
2. Longer engagement and interaction time on site
3. Deeper brand/user connection
4. Reinforcement of “Characters Welcome” brand

11. Case
Studies

12. Assignment
Brand Audit
Brand

13. Home Media Home Media
Case Study Case Study
The Methodology: The Target:
Assignment: Background: Objective: SWOT Analysis
Richmond Professionals,
To successfully rebrand Home Media,
Strategic rebranding of a renamed The Capitolists
consumer electronics company installs integrated Home Electronics Systems increase overall awareness of the Competitive Review Aged 35-54 with an average
and uses the latest technologies business and Home Media brand as well as used our resources household income of $150K per year.
for home theater, music, lighting, to conduct primary and secondary
research to develop a strategy Qunatatative Survey They are:
and much more.
that was clear and actionable affluent, well into their careers
for the brand. and have enough income saved
The current economic climate that has changed Discussion Guide to treat themselves to the best
consumer behavior and inspired more conservative that life can offer.
rooted in an industry most often viewed as Focus Group
extravagant and unnecessary. To bypass the
business-crushing risks of brand fatigue and
One-on-One interview
must evolve the dialogue around home electronics
and electronic architecture.
THE
CAPITOLISTS

14. Home Media Home Media
Case Study Case Study
Insights Our Positioning Strategy Rationale Communication Strategy
. The equipment delivers entertainment, The business solution we developed for Based on the strategic direction developed, we divided our target into three segments based on their position/relationship with the brand.
but ultimately, it connects people to each other. of lifestyle-driven electronic architecture Home Media had to go further than
clever advertising and creative.
. Strategic Direction Through our research we found that
?
people are not so much attached to
they just want it to work. their equipment but rather the activities
of electronic connectivity
that surround it.
. through consumer lifestyles
Consumer Lifestyle Categories The strategic direction for the brand
acknowledges that there is a difference
Family Focused
Home Office versus selling to their mindset.
Entertaining At Home The result for Home Media is not only Current Customers New Customers Gatekeepers
Super Theater a chance for long-term growth but also purchasers of Home Media services potential customers of Home Media influencers of purchase decisions
Living Green a deeper connection to the target messaging strategy: create brand ambassadors messaging strategy: messaging strategy: Leadership & Expertise
audience they serve. tactics: communication through tactics: communication through tactics: communication through
Service Offerings Strategic Partnerships Website
Website Print Advertorials Blogging
Twitter updates Special Events
CRM strategies
Success and Metrics

15. Assignment
Non-Traditional
Campaign Launch
Brand

16. OBJECTIVE:
Recommend new brand positioning for Red Bull in the US
INSIGHTS & OBSERVATIONS: STRATEGY:
Red Bull is currently targeted to people Engage the target with unexpected experiences
who enjoy extreme sports and like to live on the edge. in their everyday environment.
However, there is a larger population of
Millenials (professionals aged 25-44) TARGET:
Gen Xers and Millenials aged 25-44
not be extreme sports fanatics, They are no longer everyday late night clubbers,
but they want adventure within but they want the same excitement just
the context of their everyday lives. in a different and less extreme context.
POSITIONING:
Red Bull is the energy drink
that prepares you for what happens next.
Red Bull
Case Study

17. Print
Red Bull
Case Study

18. Out of home:
A series of teaser billboards used to drive consumers to the new whatsnext.com website.
e. The website gives real time information on the latest in fashion, music, entertainment, and technology.
andAfter launch, interactive boards and an iPhone application will direct users to
technology.
current events and happenings.
Red Bull
Case Study

19. Experiential:
Red Bull “Energy Kitchens” (located in unexpected venues in major cities) are pop-ups that resemble small restaurants or bars.
This engagement tactic gives the consumer an unconventional way to experience the brand as well as showcase current happenings
in music, food, fashion, culture, and art.
Red Bull
Case Study

20. ed Bull
ase Study
Online:
The website serves as the main engagement touchpoint
creates demand in the consumers mind and allows them
to explore the “unexpected” events in their cities.
Red Bull
Case Study

21. Assignment
Using Social Connection
to Create New
Brand Experiences
Brand

22. Client Directive
Find the opportunity space
Invent a solution
Create communications
Develop long-term engagement

24. Brand Culture
& Stories

25. Assignment
Brand Culture Analysis
Brand

26. H Y P H E N COMMUNITY
In early 2002, the magazine was founded by a
group of San Francisco Bay area journalists,
activists, and artists. The objective of their effort
T H E B R A N D S T O R Y E D I T I O N was to create a publication that would fill a void in
cultural reporting and provide a more complex
representation of the Asian American community.
The approach to cultural reporting is more than just
a discussion of identity. The convergence of art,
“...we were music, social structures, fashion, politics, sports and
activism all play a part in shaping the present and
made mighty by future of Asian American culture; Hyphen magazine
is the tie that binds all of these ideas and issues in
bowls of Spam one place.
and kimchi over CULTURAL CONTEXT
rice.” The content is full of stories, advice, trends, and all
social issues related to the people of Asian heritage
in the United States and Asian Americans who live
abroad. The aim is to capture all facets of
multiculturalism within the Asian American community.
HYPHEN MAGAZINE
TARGET MARKET
Asian Americans The primary target for Hyphen are Asian
The “other” white race Americans, between the ages of 18 to 34. Most of
! the readers reside in California and New York but
the online magazine has readership all over the
United States and abroad.
The approach to cultural

27. Brand Identity Brand Story
Brand Value vs. Brand Values A Diary entry from a magazine reader
The Chinese do not Sept 26, 2009
want to become ...So I’m done with the first day of my senior year and I’m
exhausted. I knew that moving to a new town would be a
Western. What they little nerve wracking, but I didn’t realize that I would feel
want is to gain respect so unnoticed and examined all at the same time. Mom says
for being Chinese. that this is our last move since dad is going to retire from
the military in three years.
Western icons & I can tell we’re going to stay this time; my mom already
imagery interest them. painted the living room and unpacked all her tea pots in the
Respect for what is kitchen. I guess I can’t complain, Santa Clara seems okay.
Chinese connects with
them. I’m more excited about a new magazine I found at the local
~by Kevin Roberts, author of Starbucks around the corner from school---Hyphen Magazine.
Lovemarks: The Future Beyond Brands It looks cool, there are interesting looking Asian girls on the
cover so I bought one to check out. I usually don’t read a lot
of magazines since I’m always online, but this was a really good
one. It was full of funny articles but also serious ones like,
Brand Value Culturally Provocative: Emotional Value
Validation: does the content remain true “The Asian Name Ritual” or “Asian Mommy Bloggers.”
• inspires a sense of
speaks to the reader’s need to the attributes and markers connectedness These are issues that I usually only talk about with my close
for content that represents all that make Asian culture
parts of their cultural special and different? • encourages dialogue friends or family; but it’s good to see that someone understands
experience. within and outside the
Socially Relevant: ! Asian American what I go through everyday. My goal to be a journalist seems so
is the content representative community much closer now that I’ve read a magazine that has such great
Diversity: of the issues that are of most
presents a full spectrum of concern to the commentary.
ideas, social commentary and community?! • mobilizes readers into
images that capture the activism on a local,
national and global They need my voice...and who knows maybe this might be my first
disparity and complexity of Politically Savvy:
the Asian American culture. level! entry: how my first day at school change the course of my
does the magazine provide
stories that examine the academic career. I like that title.
Brand Values! nuances of ethnic identity and
Hyphen Magazine operates its effects on socioeconomic
under three main criteria based representation in America?
on its inherent brand values:

28. Assignment
Brand Culture Analysis
Brand

29. Background
Launched during WWI, one year after the introduction of the Kellogg’s Bran Flakes, All-Bran was introduced thereafter in 1916. In
1984 All-Bran sparked a “fiber fad” when they added a health message from the National Health Institute. The cereal has always had a
“digestive health” focus but without highlighting the emotional benefits of these claims. The brand’s attempt to renew the conversation
began with the “10-Day Promise;” which gives consumers a simple way to incorporate fiber into their daily routine.
Competitive Context
As a parity brand, All-Bran’s competitors offer the same nutritional benefits and fiber offerings but with greater variety. In the
category it is a distant second to Special K (also owned by Kellogg’s) and is on par with Fiber One and Quaker Oats products in terms
of revenue. The Original product (the fiber strands) is different than the competitors in the category in flavor and texture; which may
also play a part in its smaller market share versus Special K.
Personality
The brand embodies the “SAGE” archetype and gently communicates a call-to-action for healthy living to consumers who are
nutritionally conscious.
All-Bran’s Audience
The Millenial segment (18-24-year-olds) are more likely to purchase functional foods (including fiber products) as a way to make up for
their less-than-healthy eating habits. This segment is willing to lead a healthy lifestyle as long as it’s convenient for them and satisfies
their inner conscience. High-fiber foods are seen as a critical part of a healthy diet, but the common perception is that fiber is not
appetizing.
Brand Value
All-Bran provides a very simple way to help your body work better. One serving of All-Bran can provide the fiber you need to lead a
healthy lifestyle,
How does the brand own its “healthy promise” to consumers?
The “10 Day Promise” messaging helps drive the point of why consumers should care about their fiber intake. The brand has created
a social engagement platform on its website that makes it easier for consumers to find other people who care about healthy eating
and can feel supported about their healthy lifestyle efforts.

30. Assignment
Brand Story
Brand
S ynes th esia
the fragrance repertoire

31. Wednesday, 7am. home:
I wake up from a slightly unsettling dream about this cocktail party I have to plan for in one week. My boss, Helen, seems to think that I
handle the stress of event planning very well since I haven’t cried like her other assistants before me. I wish I could tell her that I actually
don’t fear her but shamelessly want her job; my ambition manages to completely quell my nervousness when I have to interact with her. I
have my Wednesday morning meeting preparation down to a science--shower and lotion for 7 minutes, dress to kill in 3 minutes, apply my
black liner and red lipstick in 3 minutes and then top it off with my walk-through and turn in my favorite scent I’ve named Naked Ambition;
my complimentary mix of SPICY WOODY & WATER from my Synesthesia fragrance repertoire. I like to think my perfume puts me in the
right head space--its sexy and strong but also exudes a “mellowness” after 2 hours--and it’s perfect for this kind of day.
7:05 pm., leaving work.
I’m wrapping up my day and ready to meet Dana and her friends in Chinatown after work. And I need a pick me up; so naturally I grab my
stock of Red Bull in the fridge and my “good luck” vial of my FLORAL SPICY perfume to rub on my pulse points. I call it my good luck
perfume because every time I wear it, I always end up with a phone number or free drink by the end of the night--so naturally I’m going to
wear an extra dose tonight.
Saturday, 11am. home:
Received a text from Dennis, a really cute grad student I met at the bar with Dana and her friends from last night; he wants to see if we can
catch a matinee. That damn perfume works like a charm every time. I’m glad he wants to meet in the daytime-- I can decide if I really like him
when we get a chance to really talk without low lighting and alcohol. The cute afternoon date is so comfortable; I’ll probably wear my new
sundress and my CLEAN scent-- it’s got a casual and crisp smell that makes me skip.
Monday, 11:15am. work:
My boss seems to be in an unusually good mood; and by good mood I mean she actually managed to say please when she asked me to
come into her office before noon. No one is allowed in her office or really allowed to ask her questions in the morning--she claims it gives
her unnecessary migraines-- it’s her attempt at being proactive. She tells me the VP of Marketing at HBO is excited about the cocktail
party at our museum and he would like to capture some raw footage for promotional vignettes. I’m so excited I almost hugged her; but of
course I just awkwardly bowed and excused myself from the office.
1:30pm. work:
I look for my phone to tell Dana the good news. I see a text from Dennis that he sent early in the morning. Can’t wait to see you again, you
always smell so delightful. Meet me from drinks tonight? xoxo Dennis. SCORE! I can’t wait for the end of the day. Good thing I brought my
new heels and my FLORAL SPICY perfume. Who knows maybe he’ll be my new date for the cocktail party.

32. Media
Plan

33. Assignment
Development of
a Media Plan
Brand

34. Business Objective
Transition from B2B model B2C model. strategies
Reach people when they participate in
physical, outdoor activities
Media Objectives Reach people who like
I. INCREASE AWARENESS adventure related content
II. INFLUENCE PURCHASE
Reach people when they are considering buying
bikes or other outdoor sporting products
Total media spend: $25 Million Reach People when they are engaging with
smith & wesson products
Market Competitors Competitive analysis
specialized trek Spending is seasonal
mongoose khs spike frOm June to August (38% of budget is spent in July)
cannondale No clear cut online spend for the top five
target analysis = developing the target (These statements index highly among people who = engage in target shooting + Mountain bike riding )

35. I enjoy taking risks
I have a keen sense of adventure
Have ridden a mountain bike in
the last 12 months.
I am good at fixing
Brave, Courageous, Daring, Adventurous mechanical things
I am good at fixing things

36. demographicS informative facts MEDIA HABITS Q1 Highest
GENDER: 70% male VS 30% female
Index for the Higest Use Quntile in each media
AGE RANGE: 25-44 years old
60
HOUSEHOLD INCOME: $100,000 - $249,999
RESIDE in the west census region 45
PSYCHOgraphicS HABITS & MINDSETS
30
Maintain very active hobbies *
15
backpacking
canoeing
downhill skiing 0
Mountain climbing
Broadcast TV
Yellow Pages
Cable TV
Newspaper
Magazine
Outdoor
Radio
Internet
snorkeling
Self-identify as
creative
inventive
artistic NOTE: Index at 0=100 or average. To read as an index number add 100
imaginative
SEEK Travel often
* all indexed over 400 and at least 20% of our target) SOURCE: Simmons 2007

37. planning considerations
goals:
Reach at 85% - 90%
frequency at 6+
timing:
full - year media exposure
flighted & consistent scheduling according to medium
geography:
national for awareness & exposure
regional for reach & MARKET SHARE acquisition
media plan
cable tv (national) during sweeps to optimize brand exposure
print will be flighted to maintain sov among competitors
radio will be flighted regionally to influence store traffic
online will be continuous throughout 2010 to optimize brand exposure

38. CABLE Cost: $6 Million
PRINT Cost: $5,545,567 Million
ONLINE Cost: $6 Million
WEST SOUTHEAST
RADIO (2) la
(4) san franCISCO
(5) dallas
(6) houston Cost: $2 Million
(13) seattle (7) atlanta
(17) san diego (12) miami-ft lauderdale
(23) portland, or (19) tampa
(24) charlotte-gastonia, nc

39. Discussion
Guide

40. DOMINO’S PIZZA QUALITATIVE RESEARCH
DISCUSSION GUIDE
RICHMOND,VA
D I S C L A I M E R / S E T- U P Objectives: • Statements/Discussion: Ask respondents about the pizza
[5 MINUTES] Differentiate the competitors and build Describe the pizza. What do you like about it; texture, taste, temperature, etc.
thought-process map as described by each Is there anything missing from the box? What if any additional items would you expect inside the box?
Objectives: • Moderator introduction respondent What other items would you like to go along with the pizza?
Moderator introduction; inform group Thank you for coming here today and taking time out of your busy schedules.
Stimuli: Logo map to focus competitor • Decision Making Process
about purpose of the discussion; discuss Please describe when and how you decide what you are going to have for dinner?
procedure • Present purpose discussion
Do advertisements play a role? If so what influences that decision? Cravings, Convenience, Cost?
The purpose of our focus group today will be to explore your experiences with pizza delivery. I would
What incentivizes your decision? Price: coupons, deals? Timing? Product?
like to remind you that we are genuinely interested in your thoughts and opinions, so please feel free to
Stimuli: NONE If you decide to order delivery, what do you typically order? List/describe your food options and every-
speak honestly. There are no right or wrong answers in this discussion. thing you would order.
Discuss the pros/cons of the delivery process
• Establish rules and objectivity
Discuss each as it relates to pizza delivery, i.e. timing, quality, customer service, etc
I would like to note that behind us is a two-way mirror; my colleagues are watching and this discussion
will be videotaped. I will be taking notes as well. I only have a couple of rules: 1) Please speak one at a PROJECTIVE TECHNIQUES
[10 MINUTES]
time 2) Please tell me what you mean--give me concrete answers 3) Remember that you represent a
whole audience of people Objectives: • Activity: Card Ranking
Rank competitors services. Each person will receive a set of cards with aspects of delivery written on each card. Respon-
Understand the customer’s pizza delivery dents will be asked to rank the cards in order of importance.
GROUP INTRODUCTIONS experience.
[5 MINUTES] • Card list: each card will clarify the quality element
Low Costs Timing No extra fees Driver Preparedness Attitude/Etiquette
Stimuli: Logo map; activity materials
Objectives: • Please state your name and tell me the last time you ordered pizza and had it delivered to Driver/Car appearance Responsiveness to service failures Accuracy
Respondent introductions and rapport your house. What is your favorite pizza delivery place? Why is it your favorite? Phone Service Internet Ordering
building.
• Activity: Competitor Card Comparison
Have each respondent select two cards that best describe the delivery service of each competi-
Stimuli: NONE tor
FORMING EXERCISE WRAP-UP/CLOSURE
[10 MINUTES]
[10 MINUTES]
Objectives: • The purpose of our discussion today was to find out what your overall perceptions of pizza delivery.
Objectives: “Pizza will be served following this exercise”
Reveal brand identity and review the
Uncover the respondents thought process “As a group, decide where you want to order pizza from and why” purpose of the focus group. • Domino’s pizza reveal. Discuss more detailed questions relating to Domino’s
of pizza delivery selection and parameters “The majority decision will rule if you cannot come to a group decision after 10 minutes” Now that you know you ate Domino’s has you opinion changed about their delivery service in any
Accept closing questions
that they use to make those decisions way?
Stimuli: NONE
• Closing
Allow the group to eat pizza. Respondents must choose from the specific competitors when
Stimuli: Blank-box pizza Is there any other information regarding your pizza delivery experience that you think would
ordering.
be useful for me to know?
Thank you very much for coming today. Your time is very much appreciated and your com-
E X P L O R AT I O N / I N I T I A L
ments have been very helpful.
DISCUSSION
[20 MINUTES]

41. Segmentation
Study

42. Assignment
Development of
Consumer Segments

43. Objective
• Identify meaningful “segments,” or logical clusters,
within the broad category of “female cell phone users.”
• Use the data to identify the most attractive segment to
market a new cell phone model
Research Methodology
PRIMARY: surveyed 75 women on their cell phone usage and
purchasing habits
SECONDARY: used existing research to augment the survey

44. Size of Segments
• Total US Cell Phone Users = 262.7 M
• Female Cell Phone Users = 131.4 M (50%)

45. • Prefer to text rather than call • My phone is my Personal Assistant
• Instant communication is very • I depend on my phone for everything!
important
• Driven, ambitious, connected and
• Impressionable, but maintain personal informed
expression
• Young professionals that use their • Ability to browse is the most
phones as a tool for success important
• They value their hard earned • They require aesthetics and function
possessions • They are tech-savvy and connected

46. Brand Rationale & Recommendation
The results of our study indicate that there is an opportunity with OCTs to
create a more durable and waterproof phone. Based on what we know about
them:
• They are more prone to damage their phones
• Texting is the most important feature for them
• They use their to express their individuality
As a leader in mobile technology, LG offers a variety of phone features that
appeal to our target market such as texting, internet and multi-media options.
We recommend upgrading the current LG models, the EnV, and offer product
line extensions that make the phone more durable and waterproof.

47. Survey
Questionnaire

48. Assignment
Discovering
Insights
through Research

49. Wedding Planning Survey
6. Describe the qualities of an ideal wedding planner.
1. Are you married or engaged?
Married Engaged Neither Check all that apply
organized neurotic spendthrift
2. How much do you plan on spending for your wedding? patient equanimous impatient
$0-$15,000 resourceful placid diligent
diplomatic prudent
$15,000-$20,000
aggressive creative
$20,000-$30,000
$30,000-$45,000
7. Of the people listed below, who would you choose to plan your
$45,000+
wedding?
One
3. Who is financing the majority of your wedding?
Parents Two
You and your spouse Three
Other Four
Five
4. How many people do you plan to have at your wedding?
0-50 8. Did you use a wedding planner?
50-100 _____YES _____NO
150-250
250+ 9. How much did you spend on your wedding?
$0-$15,000
5. Pick what description best described you as as a bride. $15,000-$20,000
laid-back $20,000-$30,000
$30,000-$45,000
mini-planner
$45,000+
anxious
It's my day or else
10. Who financed the majority of the wedding?
free-spirit/anything goes
Parents
You and your spouse
Other

50. 11. How many people attended your wedding? 18. How stressful was planning your wedding?
0-50 no stress
50-100 occasional stress
150-250 very stressful
250+ Bad. Very, very bad.
19. At the time of your wedding, what was your employment
12. Pick what description best described you as a bride.
status?
laid-back
I only worked full-time.
mini-planner
My fiance only worked full-time.
anxious
We both worked full-time.
It's my day or else
Neither of us worked full-time.
free-spirit/anything goes
We were both students.
14. If you could go back and plan your wedding again, which of 20. At the time of your wedding, what was your combined
the following planners below would you choose? household income?
One 0-$20,000
Two $20,000-$40,000
Three $40,000-$60,000
Four $60,000-$80,000
Five $80,000-$100,000
$100,000+
15. Did you use a wedding planner?
_____YES _____NO 21. At the time of your wedding, how old were you?
20 or under
16. Why didn't you choose a planner? 21-25
I wanted creative control of my wedding. 25-30
A wedding planner was too expensive. 30-35
I had the time to plan my own wedding. 35-40
I never even considered a wedding planner. 40+
22. Thank you for your time. We really appreciate your help.
17. If you could go back, would you have used a wedding planner?
Click to finish survey
____YES _____NO

51. 2ND LOGIC SURVEY
23. What was the biggest factor in picking a wedding planner? 27. What type of service plan did you choose from your wedding
planner?
I was encouraged by friends/family to have one.
Day-of service (limited service)
I didn't have enough time to plan it myself.
Full time service in the weeks leading up to the wedding
I didn't even know where to begin without a planner. Full time service for months
I wanted to have a stress free
wedding with nothing to worry about. 28. On average, how much time a week did you spend interacting
with your wedding planner?
24. How did you find your wedding planner? 0-2 hours
The Internet 2-5 hours
Recommendation from a friend or family member 5-10 hours
Phonebook 10+
Bridal shower $80,000-$100,000
29. How stressful was planning your wedding? $100,000+
Other
no stress
occasional stress
25. How many planners did you contact when looking for one?
very stressful 32. At the time of your wedding, how old were you?
One Bad. Very, very bad. 20 or under
Two 21-25
Three 30. At the time of your wedding, what was your employment
25-30
Four status?
I only worked full-time. 30-35
Five or more
My fiance only worked full-time. 35-40
26. Choose the three qualities that were most important to you in We both worked full-time. 40+
picking a planner. Neither of us worked full-time.
We were both students. 33. Thanks for your time. We really appreciate your help.
price location
personality religious views of planner Click to finish survey
31. At the time of your wedding, what was your combined
recommendation age of planner household income?
availability services offered included w/ venue 0-$20,000
Other (please specify) $20,000-$40,000
$40,000-$60,000
$60,000-$80,000

52. JE Jennifer U Ekeleme
creative brand manager
ekeleme@gmail.com
www.jenniferekeleme.com