eduardomhanSTRATEGY PORTFOLIO

BIOGRAPHY

Eduardo Han | Plannereduardomhan@gmail.com

781.686.3667

I am the play maker of a soccer team, which is similar in many ways to the account planner of an ad team. Soccer is about strategy, tactics, and understanding the strengths and weaknesses of the team as well as those of the opponent. It’s about defining a vision and driving the team towards it. The same words can be used to describe a planner’s approach to solving a client’s business challenge. It requires tenacity, of which I have a lot of. You see, a strong work ethic is necessary when you work in a dry cleaning business for 14 hours a day, 6 days a week, 2 years in a row. To reinforce the stereotype, I am a diligent Asian who does not shy away from hard work. But I also like to ask what-if and why-not, challenge conventions and dream big. I love the creativity and analytical rigor that planning commands. How else can you create new futures for brands?

CURRICULUM VITAE

Jul. 2011 - Feb 2012: Waza Sushi & Ramen New YorkAs the Manager and Marketing Coordinator, I built a brand image based on the local community. I involved the community by displaying local art at the restaurant. I also managed and increased user engagement with the company Facebook page.

Sep. 2009 - June 2011: AB Cleaners MassachusettsI took on responsibility for my family’s dry-cleaning business. I couldn’t fail. The future of my family was literally in my hands. I developed a strategy that is still at work today. As the manager, established a structured business model (e.g administration, finance, service operations). I transitioned the company into green (wet) cleaning technology to increase brand value and receive a $16,000 grant from the Toxic Use Reduction Institute.

Sep. 2008 - Oct. 2009: Dedham Health & Athletic Complex MassachusettsAs a sports enthusiast, I took an Operations Management position at DHAC. I coordinated a team that oversees and coordinates the operations of multiple departments as well as facilitate clients towards their fitness and sports training goals.

Jun. 2007 - Oct. 2008: Business Solutions International MassachusettsB2B Account Executive, I learned to value positivity as an integral part to solving problems, specifically, to overcome rejection and achieve sales goals. As a 100% commissions-based position, I fully committed and experienced how “Winning is not a sometime thing, it is an all the time thing. You don’t do things right once in a while…you do them right all the time,” Vince Lombardi.

EDUCATION

Jul. 2012 - Sep. 2012: Miami Ad School New YorkAccount Planning Boot camp

Sep. 2003 - May. 2007: Calvin College MichiganBachelor’s Degree in Business Administration & Spanish

LANGUAGES Fluent in written and spoken Spanish and EnglishBasic knowledge of spoken Korean

INTERESTS & ACTIVITIESEntrepreneurship, sports, world cultures, sports (I play a lot of soccer)

eduardomhan

WORK

Miami Ad SchoolNew York

Red BullThe Journey is your Reward

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RED BULL

ProblemRed Bull needs to create distance because its competitors are mimicking its marketing, which is all about winning (Destination).

Getting to know the target marketTarget audience has a low tolerance for shallow marketing. They know athletic success is hard work. Something Red Bull and the category ignore. It is something endangers the brand to loose relevance.

Red Bull brand truthThe red bull product is about powering the hard work.

InsightSports aren’t just about the destination, they are about the hard work and dedication that goes into the Journey.

StrategyFuel the Journey.

Creative IdeaThe Journey is your Reward.

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RED BULL

Micro SiteThe Micro Site will host the journeys of people Red Bull endorses and engage people to upload their own journeys. eduardomhan

TelevisionTV spots focus on the journey of people jump start and amplify campaign in the US.

Mobile: InstagramConsumers upload journey photographs onto Instragram to be displayed in a live feed at the Micro Site. Sharable via Facebook and Twitter.

RED BULL

Times SquareAn outdoor exhibition in Times Square, New York will display a giant Red Bull can a live feed of journey photographs and a billboard that reads “The journey is your reward.”

ContestTop 10 most liked and talked about journeys will be released on the Red Bull cans across the country.

Release “The Journey“ Special Edition Cans

Bump TechnologiesAre you ready to get Bumped?

Miami Ad SchoolNew York

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BUMP TECHNOLOGIES

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ProblemNot enough people are Bumping. Therefore, we want to increase the number of people actively using Bump.

Getting to know the Target MarketWe are living in a culture where people want the latest, the greatest and also want to be in the know how.

Bump Technologies Brand TruthBump technology increases efficiency developing relationships.

BUMP TECHNOLOGIES

InsightPeople don’t want to have the fear of missing out.

StrategyShow the importance of Bump by demonstrating the opportunity cost of not Bumping.

Creative IdeaAre you ready to get Bumped?

Tactics- Upload your custom Contact card to Bump.- Develop user management of Contact cards.- Give users the ability to write notes along with each Contact card.- Promote Bumping photographs to foster faster organic relationships.- Partner with charity events to Bump pay (via Paypal).

Febreze Fabric RefresherPerfume for your Home

Miami Ad SchoolNew York

FEBREZE FABRIC REFRESHER

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ProblemRegular (2-3 bottle) users only use Febreze Fabric Refresher reactively to eliminate odor. We want them to use Febreze pro-actively to increase their usage by 4 bottles annually..

Getting to know the target marketThese women have worked hard over the years to create an inviting home. Just as they put on perfume every morning, they would like their homes to smell great. Febreze Fabric Refresher Brand TruthThe Febreze Fabric Refresher was created to eliminate odor as well aspersonalize the aroma of the home.

InsightShe wants her body as well as her home to smell great.

StrategyRe-frame Febreze from reactive consumption to kill bad odor to pro-active consumption to make the home smell great.

Creative IdeaPerfume for your home.

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FEBREZE FABRIC REFRESHER