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“Co- creating brighter futures”By: Keith Cubert

How do I improve employee engagement? Creativity? Innovation? Collaboration?

“Co- creating brighter futures”

Keith CubertI’m a Senior marketing major at Northern Kentucky University. I have an Associate of Science at Gateway Community and Technical College. This summer I’m working full- time at N-sixty interactive marketing, and Made By Mavis in Covington, KY. I will be in liaison between the marketing, and sales team developing marketing strategies, and retaining customers while handling social media for Made by Mavis, and The Delish Dish. I live in Independence, KY which is about 25 minutes from campus. I am taking 12 credit hours this semester consisting of mostly marketing courses. I am Involved in Greek life at Northern Kentucky University, and a part of other organizations for Northern Kentucky University. I hope that I can bring my social media, and marketing expertise to make an impact on a company. “I’m always striving to become a better version of myself on a daily basis. I love the world of Marketing, and better educating myself in the field. Each day presents me with new tasks and opportunities that help achieve this desire the better further myself in the field, and to help kick start my career, and land a great job.”I love: Traveling, hiking, relocating, movies, venturing toward new experiences.

Phone:317.997.7402E-mail:cubertkeith@yahoo.comLinkedIn:https://www.linkedin.com/in/keithcubert

THE AUTHOR

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COVER LETTERKeith Cubert 1120 BattleRidge, Dr. Independence, KY, 41051 317.997.7402 cubertkeith@yahoo.com

May 1, 2016

Dear Potential company:

I am writing to let you know that I am looking for a Marketing position in company where I can use my strengths, and where my weaknesses can be built into strengths. I am ready for new challenges, as I am graduating in December, 2016.

I am interested in finding a position as a Client representative where I can use my skills in Marketing, and Marketing Research, Social Media and improve on what are my weaknesses.

If you are aware of any associates or friends who might be looking for an employee with my skills and interests, please forward the enclosed resume to them. Regardless of whether you are able to help me in my job search, I appreciate your time in considering my request.

Sincerely,

Keith Cubert

Enclosure

“Co- creating brighter futures”

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TABLE OF CONTENTS

COVER PAGE…………………………………………………………………………………………1AUTHOR PAGE/ COVER LETTER………………………………………….………………2-3TABLE OF CONTENTS…………………………………………………………………………….4BACKGROUND…………………………………………………………………………………......5SITUATION ANALYSIS…………………………………………………………………………….6RECOMMENDATIONS/ PATH…………….………………………………………………..7-8PURPOSE………………………………………………………………………………………………9IDEAL TARGET CUSTOMER…………………………………………………………..…10-11POSITIONING………………………………………………………………………………………12BRANDING………………………………………………………………………………………….13PRODUCT……………………………………………………………………………………………14WHAT HAVE WE SOLVED…………………………………………………………………….15OWNED AND EARNED SOCIAL MEDIA…………………………………………………16WHAT HAVE WE SOLVED…………………………………………………………………….17LEAD GENERATION……………………………………………………………………………..18WHAT HAVE WE SOLVED…………………………………………………………………….19LEAD CONVERSION…………………………………………………………………………….20WHAT HAVE WE SOLVED…………………………………………………………………….21TABLE OF CONTENTS (APPENDIX)……………………………………………………….22RESEARCH SUMMARY…………………………………………………………………………23SWOT ANALYSIS SUMMARY………………………………………………………………..24EXPERIENCE SURVEY WITH A CLIENT………………………………………………….26EXPERIENCE SURVEY WITH A CUSTOMER…………………………………...........27OBSERVATIONS OF A CLIENT AND CUSTOMERS………………………………….28OBSERVATIONS OF A PROSPECTIVE CUSTOMER………………………………….29COMPETITIVE ANALYSIS………………………………………………………………..30- 31PROSPECTIVE TARGET CUSTOMER ANALYSIS…………………………………......32QUESTIONS AND ANSWERS ANALYSIS…………………………………………........33REFERENCE LIST…………………………………………………………………………….……34

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Table 1. Dashboard

Goals Budget Date:

Personal Hire women employees for various departments (marketing, finance, legal, secretary, events, artists).

12-2019

Make Purposeful Painting her only job. 12-2018

Strategic Take Purposeful Painting nationwide. 12-2021

Business Give $1 million to women. 12-2021

Increase brand awareness by 30%. 12-2017

Increase social media activity/ engagement by 30% 12- 2017

Tactical Create brand ambassadors 12-2019

Create database of past customers for testimonials, and new leads. 12-2017

Sponsored by paint/ product companies to have discounted materials, or even a sponsor for free product.

12- 2019

Buy a studio to host co- creation events instead of Mari Knight household. 12- 2018

THE BACKGROUND TO SOLVING OUR PROBLEM How do I improve employee engagement? Creativity? Innovation? Collaboration?

“Co- creating brighter futures”

Experiential:-Choosing an inspiration-Painting on canvas-Acting as a painter-Taking risks-Stepping out of comfort zone

Emotional:-Inspired-Creative-Connected-Embrace-Happy-Rejuvenated

Functional:-Inspiring-Mentors-Structured guidance-Co- creation artwork-Benefiting single mothers

Purposeful painting , founded by Mari Knight, she has a passion to help the woman that makes too much money to receive assistance from the government. Purposeful Painting has developed a process called Co-Creation Artworks to raise money for helping mothers in need especially that have children. They have unrivaled passion to

help the mother. The owner of Purposeful Painting; Mari Knight said “I myself have been in a position where I needed help. I

couldn’t provide for my family and had no money. I was behind on some bills and didn’t know where I was going to get some money and I was working as much as I could and couldn’t sleep at night

because I didn’t know whether to pay bills or groceries.”.

Brand Equity:-PP awakens my

ability to connect withothers and feel

like an artist with a good heart

Brand Character: -Caring -Empowering -Inspiring

Brand Performance Fundamentals:

Brand purpose:-Co- creating art to empower people with more creativity and collaboration and working women with a brighter future.Brand positioning:-Making people more creative and collaborative and improving lives of single mothers with children.Brand benefit:-Stepping out of comfort zone to feel creative and connected with others.

RTB’s:-Co- creative artwork-Non- profit status-Helping Single mother with childrenTagline:-“Co- creating brighter futures”

Table 3. Branding Fundamentals

BRANDING TO SOLVING OUR PROBLEM How do I improve employee engagement? Creativity? Innovation? Collaboration?

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Figure 8. Branding Pyramid

“Co- creating brighter futures”

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TABLE OF CONTENTS

TABLE OF CONTENTS (APPENDIX)……………………………………………………….18RESEARCH SUMMARY…………………………………………………………………………19SWOT ANALYSIS SUMMARY………………………………………………………………..20EXPERIENCE SURVEY WITH A CLIENT………………………………………………….22EXPERIENCE SURVEY WITH A CUSTOMER…………………………………...........23OBSERVATIONS OF A CLIENT AND CUSTOMERS………………………………….24OBSERVATIONS OF A PROSPECTIVE CUSTOMER………………………………….25COMPETITIVE ANALYSIS………………………………………………………………………26PROSPECTIVE TARGET CUSTOMER ANALYSIS…………………………………......28QUESTIONS AND ANSWERS ANALYSIS…………………………………………........29REFERENCE LIST…………………………………………………………………………….……30

“Co- creating brighter futures”

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OBSERVATIONS OF A CLIENT AND CUSTOMERHow do I improve employee engagement? Creativity? Innovation? Collaboration?

# Gender 1= male. 2= female Fun Difficult Love Enjoyment Embrace Interesting Neat Unique Yes=1 No= 01 1 1 1 0 0 0 0 0 02 1 1 1 0 0 0 0 0 03 1 0 0 1 0 0 0 0 04 1 0 0 0 1 0 0 0 05 1 1 1 0 0 0 0 0 06 1 1 0 0 0 1 0 0 07 1 0 0 0 0 0 1 0 08 1 1 0 0 0 0 0 0 09 1 0 0 0 1 0 0 0 0

10 1 1 0 0 0 0 0 0 011 2 1 0 0 0 0 0 0 012 2 1 0 0 0 0 0 0 013 2 0 0 0 0 0 0 1 014 2 0 0 1 0 0 0 0 115 2 0 0 0 0 0 1 0 016 2 1 0 0 0 0 0 0 017 2 0 0 0 0 0 0 1 118 2 0 0 0 1 0 0 0 019 2 1 0 0 0 0 0 0 0

Total: 10 3 2 3 1 2 2 2

Average: 0.53 0.16 0.11 0.16 0.05 0.11 0.11 0.11

Bluezzoon social media emotions that stand- out during co- creation process

#480

Jedi

s

METHODOLOGY: Conducted secondary data research on Bluezzoon social media, of the following emotions shown by 19 #480 Jedis on 3:00 pm on 1 May, 2016. Observed the following behaviors exhibited by the Jedis: fun, difficult, love, enjoyment, embrace, interesting, neat, and unique. Helped us uncover what consumers will feel during the co- creation process. The data was collected and summarized in Microsoft Excel. 1,2

BOTTOM LINE: The consumers that will enjoy the experience of co- creation will benefit since our target is bigger corporations. These emotions will allow the team- members to unwind a bit, and in turn make them happier, and less stressed.

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Fun Difficult Enjoyment Love Interesting Neat Unique Embrace

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3 32 2 2 2

1

#480

Jedi

s

Bluezzoon social media emotions that stand- out during co- creation process

“Co- creating brighter futures”