andrew swank portfolio
DESCRIPTION
Social media, marketing, and design portfolio. Updated May, 2012.TRANSCRIPT
Table of Contents
Digital Strategy for The Vault
Zipcar Advertising Project Winner
Marketing Intern at Life is good.
eclipse: the personal cabana Business Plan
Personal Projects
2
3
8
16
24
30
Current Client: The Vault
Digital strategy and social media management.2012
3
Current Projects
• Transitioning “friends” to “likes”
• Promoting events
• Amassing a Twitter following
• Creating deals via FourSquare to increase
visibility and gain customers
• Brokering a deal with OpenTable
• Web redesign
4
The Vault Logo Redesign
• Client specifications
– Younger-looking
– Name connotations
– Blueprint theme
• New Logo– More energetic
– Employs classic vault imagery
– Scalable for print & icon formats
5
The Vault Events
• Digital invites for
– Musical guests
– Private parties
– Special hours for
holidays
• Promote on Twitter &
6
The Vault Event Invites
7
Zipcar Advertising Project
Winner of the BU competition, selected by the Zipcar marketing team.2011
8
Strategy
• Market Research
– ZMETs
– Surveys
– Multi-Attribute Scores vs. Competitors
• “This is not a car.” Campaign
– Bus Ads
– Facebook Competition
– Brand Ambassadors
– Mobile App
– PR Campaign: “Zipcar Cares”
Advertising & Design
• “This is not a car.” Print Ads
• Facebook Competition
• Mobile App Mockup
• Concept and all creative
development by Andrew
Swank
Zipcar Advertising Project
9
“This is not a car.” Print Ads
10
“This is not a car.” Print Ads
11
Research Supporting Major
Selling Idea
• From ZMET and survey data
• Self-sufficiency is incredibly important to college
students
• Convenience is the key to maintaining college
users
• Students are aware of Zipcar brand, but do not
understand the service
12
Bus Ads
• Year-round
advertising
• Present in major cities
• Targets both public
transportation users
and car owners who
may need another
vehicle, or resent
public transit
13
Key Features:
• Integration of print advertising into digital channel
• Prompting deeper brand interaction by new and current college customers
Facebook Contest
14
Mobile App
• Adding a loyalty
program
– For every $200 spent
on driving, receive $6
of free driving credit
– Promote more
frequent use
– Limited redemption
periods
15
Life is good.
Work as a marketing intern.2012
16
Visual Rebranding
• YouTube
Facebook Applications
• Locations
• Radio
• E-mail Signup
Brand Studies
• Social Media Best Practices
• Visual Branding
Life is good.
17
Copywriting
• Avg. >380K impressions/post
• Avg. >2K likes/post
• Avg. 227 comments/post,
31% more than typical Life is
good post
Key Features:
• Clickable links to homepage, Facebook, Twitter in header bar
• Vignetting background image to standardize appearance among different resolution browsers
YouTube Layout
18
Key Features:
• Left navigation indicating locations of other social channels
• Vignetting background image to standardize appearance among different resolution browsers
Twitter Layout
19
Key Features:
• Simplified “About” box
• Organizing applications for easier navigation
• Addition of channel-integration apps Twitter & YouTube
Facebook Layout
20
“Life is good. Radio” App
• Design
– Music note icon
matches brand colors
– Links match brand
colors blue shades
• Coding
– html
– iframe sourced from
CustomChannels.net
– Plain text
21
“Find A Store” App
• Design
– Map icon matches
brand colors, but
familiar format
– Links match brand
colors blue shades
• Coding
– html
– iframe sourced from
custom Google Map
– Plain text
22
“E-mail Signup” App
• Design
– Fully aligned with
brand imagery
• Coding
– html mockup
– Built with MailChimp
23
eclipse: the personal cabana
Product development and business plan.2011
24
eclipse: the personal cabana
business plan
• IT strategy
– Digital marketing
– Necessary hardware and
software purchases for
business
• Sales channels
• Social media
• Logo
• Website (no longer live)
• Wordpress
• Packaging
• POP Display
• Print Ads
25
Strategy Design
Website
Homepage: product description, site directory, RSS feed,
and newsletter signup
Cabana Club: the online community for eclipse,
featuring or blog, testimonials, customer survey, and
video
About Us: includes company and contact information Purchase: product views in all colors, links to digital
storefronts26
eclipse Packaging
27
eclipse POP Display
• Key considerations
– Logo prominence
– Tagline exposure
– Space efficiency
• Design aspects
– Logo and tagline
featured prominently
– Small footprint with
large capacity
28
Magazine Spread
29
Personal Projects
For me. For my friends. For learning. For fun.
30
Business cards featuring social media buttons.
2012
Tumblr
andandrew.tumblr.com/ Pending Changes
• Title runoff
• Scrolling social media
buttons
• Formatting for consistency
regardless of screen
resolution
• Post title buttons change
color on mouseover
• Footer formatting with
“Stop” button first & last
post pages
31
18” x 18” three-color woodcuts of Trick Daddy’s Grill
2012
32
Pink, Maroon, Navy
Edition of Five
Gold, Transparent Blacks
Artist’s Proof
Recent typography experiments. May be screen printed.
2012
33
Combining simple graphics and text to concisely illustrate more complex concepts.
2008
34
National coloring book publisher in need of a logo redesign.
Top is current logo. Bottom two are potential logos. Color choices to come.
2012
35
