Amani LatifStrategic Portfolio

Subway Sandwiches AlbertaVolkswagen Golf 2015

LUSH Cosmetics Animal RightsAdvanced Advertising Research

Prostate Cancer Direct Marketing Campaign

Subway Sandwiches AlbertaPitched to Twist Marketing Inc.

Collaborators: Alyssa Simon, Lorne Bronstein, Daniel Vilu, Olivia Vettese

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StrategyAdvertising Objectives

1.Increase foot traffic by 5%

2.Increase customer frequency

3.Create awareness of a limited time offer

4.Resonate with targeted audiences through a variety of messaging channels

Key Benefit Statement

Subway offers 37000 possible combination of sub sandwiches, you also have the freedom to watch your sandwich being prepared in front of you as you pick your choice of toppings. No matter which sub sandwich you order or if you choose to create your own masterpiece, everything used to create the sub sandwich is prepared fresh daily to provide the consumer with quality service and products.Target Audience Insights

Based on our field research it can be seen that to people fast food means not having to wait very long for their meal to arrive. Some have mentioned that anything that requires a waiting period of less than 15 minutes is considered fast food. Some have mentioned that fast food means grabbing something unhealthy to eat because having to prepare something healthy may take time like grilled chicken, grilled fish and a good soup take well over 15-20 minutes to make. We have also noticed a pattern that people mention food places that have a drive thru is also considered fast food. When interviewing people who were in the age range of 18-24 they were most likely to eat fast food often because that is what is available close to their school, college, university or workplace. They are also on a time crunch. This is relevant to our brand because Subway is not known for having a drive thru service which makes Subway different from its competitor brands, Mcdonalds and Tim Hortons and more.

Creative Strategy

In order to encourage our target group to become engaged with our ad we must first relate to them. Knowing our desired target is highly involved in the use of digital communication and is proud of where they are from perhaps we can make them communicate with the person in our ad. We believe through use of this connection directly with our target market we can take this information and create an ad that reaches out and appeals to Albetan. Our advertisements are geared to alter the way in which consumers perceive their local Subway connecting with them first hand and making it better fit into the community. Our message we are communicating will be direct and to the point. The tone we would like to create is a local wholesome restaurant where all food is grown locally. We chose to go with a positive appeal in our first execution sparking incentive for the audience to interact with our application. By participating, the audience will be given the chance to have others rate creations, leading to the choosing of the one sub which receives the most positive feedback to be placed on the menu for a limited time. Accordingly, all who participate will be entered into this competition, and be given a chance to win a trip as an added incentive. In our second execution we used a emotional appeal to target the prideful Albertan. We would like to reach out to that specific target and let them know we strive to provide our customers with the best quality food and service for their purchase. We would like to communicate that we really mean it when we say “FRESH”, and as a company Subway cares about the wants of their consumer.

Unleash your inner “Sandwich Artist”

Calling all creative Albertans, we have a challenge for you. Compete in our first ever Subway sandwich wrapping paper contest. Unleash your inner sandwich artist and create the best wrapping paper. The chosen artist’s creation will be featured as the sandwich wrapping paper in all Alberta Subway restaurants for a limited time only. The winner will receive free subs for a year. The competition will take place two hours before a Calgary Flames hockey game outside of the Saddledome. Each competitor will receive a free sub just for competing. After the competition

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Unleash Your Inner “Sandwich Artist”

Transit Shelter

Mall Poster

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Volkswagen Golf 2015Pitched to DDB

Collaborators: Olivia Amodio, Christina Chumkovski,Olivia Vettese

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StrategyThe Current Market Situation

Volkswagen is one of the world’s largest manufacturers of passenger vehicles and is Europe’s largest automotive manufacturer. Volkswagen Canada announced that it increased both its vehicle sales and its market share for the month of April. It sold 3,496 new vehicles which led to a 3.4% increase in sales in Canada in April 2008, and also raised its market share of the total Canadian industry to 2.4% compared to 1.9% in the same time period last year. The Volkswagen brand took 3.9% of the Canadian passenger car market in April compared to 3.3% the previous year, as well as grew its SUV and minivan sales by 465.3% during the month versus the same time period in 2008. Volkswagen Canada raised its overall market share to 2.4% over the first four months of the year in 2009.

Advertising Objectives

1. Excite our target about the prospect of owning a Golf

2. Drive the target to test drive it

Key Benefit Statement

The award winning 2015 VW Golf offers a smooth, reliable and exciting driving experience.

Target Audience Insights

“Photo Sorts” projective technique has shown that males 25-39 with an income between $25,000-49,000 are loyal to vehicle brands such as VW, Mazda, Audi, Volvo and Mercedes, while others are not brand loyal and simply go for cars with the best safety measures. Their loyalty lies with these brands because of reliability, reputation in the car industry, German cars have a certain oomph factor about them, fuel efficiency and simply because they are a “man’s” car. They described the VW Golf 2015 as a good car to drive, compact, sporty, affordable, reliable, looking better and better with every new model, practical, economically friendly, smooth looking, fast and built for flex-ibility. The top three things this target market looks for when purchasing a new car are reliability, look, where it was made, reputation, fuel cost, low maintenance cost, overall comparability, the body, the engine and the han-dling of the car.

Creative Strategy

The advertising campaign will not incorporate direct comparisons with its competitors. Since the 2015 VW Golf offers equal or better performance, clear, direct and precise claims will be made in all forms of advertising medi-ums chosen. The ads will evoke curiosity and will tempt the target market to test drive the 2015 VW Golf.

Crave The Gateaway

To persuade the target that the VW is their perfect companion when they are in need of a getaway. The key insight our team gleaned through research is that the target audience really enjoys driving, and they use it as a means to escape from their daily lives to relax and find peace of mind. We found our target craves such getaways because their lives consist of hectic school and/or work schedules and going for a drive allows for them to find balance between work and play.

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Crave the Gateaway

Print Ad

Digital Banner

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Social Media Banner

Direct Mail

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LUSH Cosmetics CanadaAnimal Rights Cause Marketing Campaign

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StrategyThe Current Situation

The biggest issue with the current animal cruelty section of the Criminal Code is the fact that it was written during the period of horses and buggies in 1892 and contains several loopholes that prevent the prosecution of many se-rious animal abusers. The current law also provides less protection for stray animals than for owned animals. It is not an offence to kill a stray animal. Although the parliament passed Bill S-203 in June 2008, but it only increased the penalties for people found guilty of animal cruelty, leaving in place the loopholes in the offences. Although many politicians think they have adequately addressed the issue of our federal animal cruelty law, they have not. Tougher penalties don’t do much good if animal abusers can’t be prosecuted in the first place.

Client Profile

founders of LUSH Cosmetics have been fighting against animal testing for over 30 years. That’s why they decided to run a global campaign in April 2012 to bring attention to the animal testing and cruelty that continues. In Can-ada they worked alongside Humane Society International (HSI) Canada and the Animal Alliance of Canada. LUSH’s policy is the result of a personal effort to reduce animal testing, for companies who supply raw materials to change the way they test for safety and to stop money from going to companies who we believe are morally unsound. LUSH’s extremely strict policy against animal testing is unique, and they want their peers in the cosmetics indus-try to adopt the same stance. They encourage you to boycott cosmetics companies that engage in animal testing.Trends in Cause Marketing and Corporate Social Responsibility Businesses used to think that CSR was an option. Clearly it no longer is. They need consumers and consumers want to support good causes through their purchases and expect companies to be responsible throughout their business operations. For nonprofits, the trends are also upward. More cause marketing arrangements are being made with businesses.

81% of consumers around the world want companies to address key social and environmental issues93% say companies should go beyond just legal compliance to operate responsibly94% expect companies to analyze and evolve their businesses to make their impact as positive as possible. 94% of consumers surveyed say they are likely to switch brands to support a cause if both brands are similar in price and quality.94% say they would buy a product that has an environmental benefit76% have already done so in the past year.93% would buy a product associated with a cause65% have already done so in the past year.

Target Audience

The Primary Target Audience for Animals are People Too is women and men between the ages of 18 – 30. These men and women range between young adults, single, married (with or without children), students or (principal) wage earners that are the principle wage earner or not.

While some of these men and women may not be exposed to animal abuse or know anyone related to animal abuse others may have no idea as to what a huge problem it is in Canada. The facts are that the rise of animal abuse and animal rights violation is a burning issue and ought to be addressed. These people deserve the facts; they have the ability to stop it or report it. Many people are not aware of the fact that people who engage in animal abuse later go on to committing murder, domestic abuse and other crimes.

Desired Audience Response

“Animals deserve a voice”“Animals deserve to be protected”“Animals have feelings too”“Animals are very intelligent”“Animals are a core component of the world”“Animals are innocent”“Animals deserve fair treatment”

Creative Rationale

this campaign will seek to bring awareness and cause action to help assist animals who are neglected and abused. This campaign will focus on the current facts surrounding animal rights and animal abuse. This campaign will encourage the target to address animal abuse when witnessed and take a stand against violence on animals and become a voice for animals. The campaign seeks to encourage people to come forward and take action against animal abuse and be a voice for animals.

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Animals are People Too

Print Ads

Point-of-Sale Card

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Advanced Advertising ResearchPitched to Seneca College

Collaborators: Duone Adams, Olivia Amodio, Andy Bugelli, Amanda Cutrara, Emily Diano, Christina Groulx, Cedric Kim& Maddie Lougheed

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StrategyProblem Statement

This research examines the attitudes and opinions of students at Seneca College concerning methods of com-munication with the school and with other students, while ranking the channels through which they connect.

Research Objectives

1. To analyze the reasons for which students have preferred channels of communication to ascertain if they correlate with Seneca’s communication processes. 2. To measure the awareness of Seneca students about the different communication channels.

3. To determine the most effective time to reach the majority of students at Seneca College and why.

4. To assess how the current means of communication at Seneca College have or have not been effective in reaching Seneca students.

5. To determine which communication tools at Seneca College keep the students engaged.

6. To identify how Seneca can best utilize Smartphone technologies to communicate to students in an effective manner.

Qualitative Research

“I don’t read the news stories and school updates posted on Blackboard, I go straight to my courses.”

“I would be cool with essential information from Seneca being texted to me.”

“I know Seneca has accounts on several platforms, but I don’t think they’re interesting.”

“I only check my school email when I’m expecting something, my Seneca email is annoying to get into.”

Recommendations

1. BLACKBOARD REDESIGN-Modify layout to enhance visual appeal; Less corporate, more student friendly, Simple and clean.

2. Integration of communication channels: ALL-IN-ONE APP-Easy access to Blackboard, school email, student centre notifications, texting - Opt in or out and Student app design competition

3. SENECA STUDENT SOCIAL-Student run social media accounts-Fun and trendy content and aesthetics-Students in charge will receive monetary payment and an incentive for resume booster

4. EFFECTIVE ADVERTISING

-More effective advertising that connects with the students-Incorporate instructions for students to sign up for the improved Seneca App in the welcome package-Videos on school television screens

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Creative Recommendation

Mobile application mock up

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Prostate CancerDirect Marketing Campaign

Collaborators: Tianna Christofi, Nicole Fernandes, Christina Groulx, Kollin Lore, Natalie McMullin, Alyssa Simon, Arash Toussi

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StrategyMarketing Objectives

1. To create a new prospect campaign theme to help draw greater attention from the target audience while generating a larger response rate.

2. To develop a signature package concept for Prostate Cancer Canada that will be distributed as a pre-Father’s Day packet.

Target Audience

Target audience for this campaign is early adapters and fathers

Creative Direction

The concept for this direct mail campaign is to raise awareness for Prostate Cancer in Canada and to generate donations. This campaign seeks to not only raise awareness but to cause action to help fund future Prostate Cancer research. Through simplicity and relatability we aim to resonate with the target audience. The use of different archetypes of “dads” further supports our aim of resonating with our target market. The theme for the direct mail piece is factual, supportive, uplifting and optimistic.

Budget

A budget of $10,000 was given to us to bring this campaign to life.

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Creative Recommendations Home

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Amani LatifObjective: To obtain a position in which I am able to use my strong communication, quick thinking and interactive skills, experience and educational background.

Working in teams and leading teams, I have positioned myself as someone team members feel comfortable coming to when a problem or issue arises.

Summary of Qualifications:

• Project Management • Integrated Marketing Campaign Development • SPSS 22.0• Quick Adaptability to change and Problem Solving• Outstanding Communication Skills• Risk Taker• Team Player but also self motivated• Strong work ethic • Persistent• Research

Skills and Experience:Developed a full integrated marketing campaign for the following with the responsibilities including:

Subway Sandwich Alberta Pitched to Twist Marketing Inc. Volkswagen Golf 2015 - Pitched to DDB• Co-Team Captain• Assigning tasks• Meeting deadlines

Advanced Advertising Research Project - Pitched to Seneca College

Performed an in-depth investigation into how Seneca College can strenghten their communication effortswith the students. Qualitative and Quantitative research was implemented.

Education• Creative Advertising Diploma Seneca College Expected Graduation Spring 2016

Volunteer Experience and professional Development:• Ad Club of Toronto Attended strategy workshops at BBDO• Student Mentor at Seneca College Attended ADCC 2014• Attended New York Advertising Week 2015

References and portfolio available upon request

Thank You!

khan.amani2293@gmail.com

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