Download - Nicole McGuire's Portfolio
Nicole McGuireAccount Manager and Strategist
Table of ContentsManifesto 4Dark Energy Reservoir 6Grim Reaper Broadheads 10Women in Business 12Children’s Miracle Network 14Weir Museum Exhibit 22
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Manifesto
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There is never just one side to any story; there is always another perspective. And, anyone can give their perspective, their opinion, their bias, but not everyone can see new perspectives. Some people don’t even want to.
Well, I can, and I actually seek out new perspectives. I have an affinity for the other side of the story. I won’t lie; it’s where I find the best insights. Whether it’s a message from the rooftops or whispered in an ear, I am here to listen. My curiosity and desire to understand are vital because if they weren’t my drive, what kind of strategist would I be?
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Dark Energy Reservoir
Project: With zealous enthusiasm, two entrepreneurs came to the AdLab asking for a solid and polished Kickstarter to raise $100,000 to produce their product – the Dark Energy Reservoir. The Reservoir is a portable battery that charges cell phones, tablets, and other small tech devices. With 8000 mAh (enough power to charge an Apple IPhone 5 times), the Reservoir has a higher charge than most portable batteries and can retain that charge for up to a year. Despite the advanced technology, the Reservoir did not have a brand, a defined audience, or a clue as to how to design a Kickstarter page. Thus was our mission.
What I did: As the account supervisor, I motivated a team of 12+ individuals from the research phase to creative execution. We researched best Kickstarter practices as well as Kickstarter and portable battery audi-ences. Our research on the young professionals demographic and Adrian Lux’s song, “Teenage Crime” set the liberating tone for the Kickstarter video and copy that spoke to our audience.
I also was the mediator between the AdLab and the client. Through successful collaboration, we overcame the natural hiccups that inevitably arise on every account and worked hard to meet deadlines with quality work.
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Dark Energy Reservoir
Idea: Life wasn’t meant to be lived plugged into a wall, which we do so often today. We wanted to show how the Dark Energy Reservoir allows young adults to stay connected to their friends and network while still living an active life full of all the things they love.
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Kickstarter Webpage and Video
Outcome: 120,000 plus dollars and 45 days after their Kickstarter launch, Dark Energy dominated their goal.
Video: Starting out with the clients’ creation story for the Dark Energy Reservoir, the video proceeds into action shots of active young adults. Longboarding, camping, or just enjoying a cup of coffee, these young adults stay connected to their world, not a wall, while enjoying life in their own unique ways.
See the full page at:http://www.kickstarter.com/projects/darkenergy/dark-energy-reservoir-premium-portable-charger
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Kickstarter Webpage and Video
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Grim Reaper Broadheads
What I Did: I led the research team in conducting one-on-one interviews with current Grim Reaper clients. In addition, I led the team in gathering secondary research about competitors. We compiled the data into an insightful creative brief that the creative team used to develop the TV spot.
Project: Grim Reaper Broadheads, a bow hunting company, had great products and a large following, but they knew they needed to keep expanding. They hired us to conduct secondary and primary research to better understand their audience and their competition and then translate the findings into a creative execution.
Insights: The bow hunting community is a lively group of thrill-seekers. At the end of the day, they care about the hunting story they get to tell to all of their friends.
TV Spot: A middle-aged gentleman is startled by a loud noise. He peers over his desk to see a growing stack of deer heads. He recognizes Grim Reaper and states, “Why can’t you just use the door?” He certainly had a story to tell by the end of his day.
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Grim Reaper Broadheads
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Women in Business
Project: The Marriott School of Management had a lower number of women than they were pleased with applying to the business school and taking business classes. They wanted to understand more fully why few women were interested in the business school and how they could attract a greater audience of women to affiliate with the business school.
What I Did: I was the assistant manager on this account. I conducted focus groups, wrote conference reports, and communicated with the client to schedule meetings. For a month, the account manager was out of town, and I filled her role until she returned. In that time I managed the creative concepting phase and the beginning part of the creative execution phase.
Insight: The idea of being a business major was daunting for women at BYU as they felt, “I don’t fit in here,” “It limits me to a business career,” and, “It will take away from my family.”
Strategy: Show how business classes can give women a skill set that empowers them to achieve any path they want to take in life.
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Women in Business
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Children’s Miracle Network Hospitals
Project: Children’s Miracle Network Hospitals (CMNH) is a charitable organization that raises money nationwide for 170 children’s hospitals. The organization was already growing, but it had low brand recognition among consumers. The goal was to produce advertising that would increase annual donations received to $1 billion, as well as increase their brand awareness among consumers.
Executive Summary
Children’s Miracle Network Hospitals (CMNH) is a charitable organization that raises money nationwide for 170 children’s hospitals that are registered to be members of CMNH. The main goal of CMNH is to help communities raise funds for children in their regional children’s hospital.
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Objective StatementsClient Objectives• Increase donations to $1 billion dollars per year for the next 4 years• Increase awareness of CMN hospitals by positioning local hospitals as CMN hospitals
Advertising Objectives• Increase awareness of CMNH in the public eye• Strengthen brand image
How we are going to accomplish these objectives• Focus on digital mommies (influential bloggers and tech-savvy mothers)• Tagline - “Giving Children Love”
$30 million from telethons, and the rest from and various fundraisers.
There are no direct competitors, but many other nonprofits have a similar mission to provide assistance for sick children through money, research, or other forms of aid. Some of these organizations include St. Jude Children’s Research Hospital, Make-A-Wish Foundation, March of Dimes and the Ronald McDonald House Charities.
CMNH wants to increase their annual donations received to $1 billion. They would also like to increase their brand awareness among consumers and potentially increase corporate sponsorships.
CMNH has a long history of strong corporate and celebrity sponsorships and endorsements. CMNH currently raises $250 million annually, $130 million from radiothons,
million of which comes from corporate sponsors, $50
What I Did: I organized the research team for the project. First, we gathered secondary research. Next, we created and reviewed a survey, conducted one focus group, and conducted three one-on-one interviews. From this information, we gleaned the consumer insight.
Children’s Miracle Network Hospitals
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Children’s Miracle Network Hospitals Children’s Miracle Network Hospitals
Consumer Strategy: Children’s Miracle Network reflects mothers’ gratitude for the pure love their children bring into their lives and enables them to bring the simple joys of childhood back into the lives of local mothers with sick children.
B2B Strategy: CMNH helps bring together consumers, businesses, and communities by reaching for a common goal of healing local children and fulfilling everyone’s different “concerns” along the way. Through teaming up with businesses to offer better services, prices, and community-building activities, CMNH will make life simpler and happier for consumers. CMNH will help businesses gain a larger, more loyal customer base and help build an image of caring for communities.
Insight: Women are more likely to donate to and volunteer at charitable organizations (55% vs 45%). For this reason, we selected mothers as the target audience. Mothers who have children in the hospital miss the normality of life, and they love the small, simple, and sweet acts of love that their children show.
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Giving Children Love
Meet Hunter
He is six years old, and in your Children’s Miracle Network
Hospital. She needs your love right now as much as any child
and through the tiny act of a dollar and two minutes, you can
share it with her.
You give love to children through the little
things you do. Discover all the little ways
you can help sick children near you.
www.childrensmiraclenetworkhospitals.org
Giving Children Love
Giving Children Love
Magazine Ad
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Giving Children Love
Meet Sophia She is five years old, and in your
Children’s Miracle Network Hospital. She needs your love right now as much as any child and through the
tiny act of a dollar and two minutes, you can share it with her.
You give love to children through the little
things you do. Discover all the little ways
you can help sick children near you.
www.childrensmiraclenetworkhospitals.org
Giving Children LoveGiving Children Love
Giving Children Love
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Giving Children Love
Meet Hunter
He is six years old, and in your Children’s Miracle Network
Hospital. She needs your love right now as much as any child
and through the tiny act of a dollar and two minutes, you can
share it with her.
You give love to children through the little
things you do. Discover all the little ways
you can help sick children near you.
www.childrensmiraclenetworkhospitals.org
He
him.
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Giving Children Love
Meet Sophia She is five years old, and in your
Children’s Miracle Network Hospital. She needs your love right now as much as any child and through the
tiny act of a dollar and two minutes, you can share it with her.
You give love to children through the little
things you do. Discover all the little ways
you can help sick children near you.
www.childrensmiraclenetworkhospitals.org
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Storyboard
CMNH needs to connect and relate to both mothers specifically and parents as a whole. As parents realize that CMNH helps children that are like their own, and could in fact one day be their own, they will be more willing to get involved with a charity that they can truly relate to. To this end YouTube is a perfect medium. YouTube has become a way that people connect and relate to each other. By running a commercial composed of famous YouTube children showing love in their little ways CMNH can help people relate to CMNH and their children while helping them see that in little ways they can show their love to children.
BlogFamous mommy bloggers take
turns posting. One celebrity mom posts monthly.
Experts interchange with posts
Oth
er Mom
Com
munities
Entire social media campaign centers around one blog created by CMNH. The blog’s goal will be personalization, making moms feel that they are apart of something, not being sold something.
a part of
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The Blog
Featured Kids
Giving children love
How CMNH Works
Tell Your Story
About Us
How to help
hospitals
near you
Give
Talk
Blog Archives
Categories
“Kid’s love is so pure,this is a way to love them back.”
“Helping a child’s health and future is something
I feel so good about doing.”
Why people give to Childrens Miracle Network
“No matter how small or large, I know my act makes a BIG
difference.”
“I give to show my love and support for the parents
of sick kids.”
All the best parent and kid apps in one place. The hottest apps in the palm of your hand.
You can spend, save, and give all at the same time with our newsponsor card.
Our New Free Apps for Parents
Sponsors
Current Events
and Family Fun
The Daily Deal
Guest Celebrities
T H EB O X
March 20, 2012
Grandchildren Love
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Guest Moms Guest Experts
Famous mommies tell stories and give us the scoop on trends and personal favorites!
The top Mommy Bloggers are all here!
These amazing moms have promised to dedicate a blog entry ever ten days and post it here on the CMNH blog!
DAILY DEAL
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Need information on children’s nutritional needs, beauty secrets, and home improvement tips? We’ve got the top experts here ready to help!
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Weir Museum Exhibit
Project: Curators at the BYU Museum of Art needed some advertising direction as they made plans to display the Weir Exhibit - the campus’s largest collection of artwork with some wonderful family stories connected to the paintings. After the curators gave us the historical background, my co-account planner and I translated the inspiring stories into this campaign strategy.
Current Position: The Weir family is virtually unknown to the BYU community.
Desired Response:Link the stories of the Weir family (1820-1920) with the trans-cultural connection of individuals and families who attend the exhibit.
Target:Students at BYU are our primary target. These students make personal connections with culture, history, and ad-venture. They are curious to understand how they connect with their past.
The secondary target will be with the community sur-rounding BYU who are familiar or interested in artwork by the Weir family.
Core Desire:The Weir Show offers an immersive experience in culture as they make a personal connection to the art.
Role of the Brand:Provide an experience that allows our target to reconnect with their trans-cultural heritage and inspire their future.
Compelling Truth:The art of the Weir family is full of rich history and great stories that visitors can make a trans-cultural connec-tion with, not only through their heritage, but also their cultural experiences such as study abroad programs and missions. The spirit of adventure of their ancestors immi-
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Weir Museum Exhibit
Creative BriefObjective:Increase awareness and anticipation motivating the audience to attend the Weir exhibit.
Target:BYU students who are fascinated by culture, history, and adventure. Their curiosity drives them to explore the world they live in to gain new understanding and inspiration.
Insight:Making the connection between the visitor’s trans-cultural adventures and the stories of the Weir family as they traveled to Europe to gain skills, revolutionize fine art, and create true American style.
“After attending the Weir show, I have an appreciation for 19th century art and better understand the development of American pride and culture.”
Promise:The Weir Show connects viewers to the full range of 19th century American art illustrated by a single family, their own heritage, and personal trans-cultural adventures.
Tone:RomanceStorybook-likeAdventurous
grating to the new American continent mir-rors the story of the Weir family traveling to old-world Europe for artistic inspiration.
Selling Idea:“Discover the adventures of your heritage”
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Creative Execution
After touring the exhibit, visitors could invite their
friends to the Weir show by writing on postcards
(featured here), which the museum then mailed out.
Radio and TV advertisements aired on
local TV stations to create awareness of the exhibit to
the public.
After touring the exhibit, visitors could invite their friends to the Weir show by writing on postcards (featured here), which the museum then mailed out.
Radio and TV advertisements aired on local TV stations to create awareness of the exhibit to the public.
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Creative Execution Cont.
Nicole McGuireThank You
