Kaleena Qualls Professional Portfolio EXPERIENTIAL MARKETING SPECIALIST

+ABOUT ME

BRANDS

EVENTS MULTICULTURAL EXPERIENCE REFERENCES

INDEX

+About Me n  I am an all-around proficient marketing

practitioner having developed core competencies in project management, strategic planning, multicultural markets, on-site activation and management as well as tour management and production.

n  My Masters Degree in Advertising further adds a strategic perspective which integrates marketing practices with an in-depth understanding of maximizing value to a client through understanding the voice of the consumer.

n  For the past 7 years I have become an expert in leading the management of various experiential marketing events for many well known brands such as McDonald's, The U.S. Army, Cadillac, and others.

+ BACKGROUND

B.S. Psychology, M.A. Advertising

7 years B2B & B2C Experience Project Management Experiential Marketing

Strategic Planning On-Site Activation Tour Management

Multicultural Marketing

Event Coordination

BRANDS

Account Management

Event Marketing

Account Planning

Multicultural

Abbott

U.S. Army

Target

Alltel Urban Music Festival

Bombardier Flexjet

Cadillac

MARKETING COMMUNICATIONS SKILL SET

McDonald’s

University of Illinois

+

EVENTS

McDonald’s Sponsorship at the ESSENCE Festival™ n  For 11 consecutive years McDonald’s has served as

the exclusive QSR sponsor for the ESSENCE Festival™ presented by Coke in New Orleans, LA over the Fourth of July Weekend.

n  McDonald’s has built the tradition of providing moments of joy and fun to help enhance the brand’s perception via sampling, activation and recognition of leaders who are deeply rooted in the community.

n  For three straight days McDonald’s engages consumers at McDonald’s booth in the Ernest N. Morial Convention Center with dance contests, daily games, prizes and celebrity performances and meet and greets, all while providing samples of the McCafè Smoothies to keep the crowd refreshed and cool. Throughout the years McDonald’s has collaborated with such talented individuals as Tyrese, Eric Benet, Angie Stone, Fantasia, Next and more.

n  In addition McDonald’s flies in over 230 lucky sweepstake winners and their guests to attend the Festival providing complimentary concert tickets and travel accommodations in New Orleans for the Weekend.

McDonald’s Sponsorship at CIAA n  The Central Intercollegiate Athletic Association

(CIAA) is known as the largest African American collegiate sporting and social event in the country.

n  McDonald’s has served as the exclusive QSR sponsor for 9 consecutive years and every year the three-part activation serves as the cornerstone of the event.

n  Over the three day weekend, McDonald’s engages consumers at the Charlotte Convention Center CIAA Fan Experience with various contests and giveaways of exclusive McDonald’s Arch Cards, CIAA Really Towels and the McDonald’s Deeply Rooted Tote Bag.

n  Throughout he weekend McDonald’s has a presence at the Time Warner Cable Arena with branding on the jumbotron, halftime performances, and providing consumers with the chance to win front row seats for the games.

n  On Saturday McDonald’s takes control of the Time Warner Arena with a record of more than 15,000 fans in attendance for the McDonald’s Super Saturday where guests can join in on the fun with the McDonald’s Flavor Battle Competition, McDonald’s Hot Shot Competition and other special performances.

McDonald’s FLAVOR BATTLE n  The McDonald’s Flavor Battle is a competition for

well known amateur DJ’s from all over the country competing in a bracket style online competition at flavorbattle.com for a chance to.

n  Twelve DJ’s compete each representing one of the McDonald’s Quarter Pounder Burgers. After two rounds of online voting three finalists are selected to compete live at the Finale event for a chance to win $10,000 and the title of Flavor Battle Champion.

n  The 2014 McDonald’s Flavor Battle featured hip-hop icon Funkmaster flex as the host and Spinderella, Just Blaze, and DJ Clue as celebrity judges.

McDonald’s HBCU Halftime Sponsorships

n  For HBCU fans, the Football Classic represents the long standing tradition, friendly competition and great memories of two HBCU rival school teams going head to head. This annual event has come to be a home coming for HBCU fans and alumni to participate in; passionately supporting their alma mater and connecting with other HBCU peers. McDonald’s takes center stage at the HBCU Classics that they sponsor from entertaining consumers with their memorable Halftime performances, to providing free and fun activities as part of the pre-game engagement fan activations and marching in the parades .

McDonald’s Family Pavilion Hawaii Children and Youth Day

Hawaii’s Children and Youth day typically has over 300 exhibitors and community organizations that gathere to offer free interactive, educational and fun activities for the whole family on the grounds surrounding the Capitol in Honolulu , Hawaii.

McDonald’s provides sampling of Apple Slices and GoGurts while Ronald McDonald engages with consumers at the Happy Meal Tent where goody bags are also distributed along with Happy Meal Toys and custom made fans.

Consumers are also able to play a Digital Spin Wheel Game which allows them the opportunity to win either a $5 or $10 Arch Card.

U.S. ARMY: Strength In Action Tour n  The Army Strength In Action Mobile Tour

travels to different national and local events in order to provide an interactive environment for Army Recruiters to find prospective candidates to go into the Army.

n  The tour is comprised of registration, and a choice of themed elements: Fitness Element or Rockwall, Robotics Element, Defender Element, ROTC Leadership Challenge, Aviation Element, and Dog tags.

ALLTEL: MY CIRCLE n  In 2009, Based on regional research and cultural

expertise, Jack Morton Latino created a music event around Alltel’s “My Circle” brand positioning titled, Mi Círculo, Mi Música (My Circle, My Music).To Build brand recognition and retail traffic among influential young Latinos in Southwest Texas, Alltel Wireless put on a series of culturally relevant live music events.

n  Major Activation Details included: n  Live music n  Pop up Store

n  Karaoke contest n  Snapped, printed and blue toothed guest

pictures to four large screens above the crowd.

n  Free concert ringtones were also available for downloading while mobile brand ambassadors mingled with the 3,200-person crowd conducting one-on-one demos with Alltel.

2007 URBAN MUSIC FESTIVAL n  The Urban Music Festival is a large scale

community-oriented celebration of urban culture and music event that takes place in Austin, Texas during the time of The Texas Relays. A cultured family-centric venue packed with the greatest food, fun, and music.

n  Major Activation Details Included: n  Live Musical Performances n  Local Vendor Marketplace n  Local Cuisine n  Arts and Crafts n  Kidciti Interactive Village

MULTICULTURAL

+ Multicultural Projects

n  For 3 years I worked on creating culturally relevant, new and inventive ideas for the existing McDonald's African American activations in order to provide memorable engagement experiences for the consumer. As the account lead on the team I worked to ensure the expert execution of all events to assist McDonald’s in building trust and loyalty among African American consumers and deliver upon their platform of being “Deeply Rooted in the Community®.”

n  The U.S Army participates in Historically Black College University Classic (HBCU) games and weekends as a way to leverage cross promotional opportunities in select markets. As the games are an integral part of the environment at the HBCU’s it serves as a culturally relevant touch point to connect with African American influencers and prospects as well as an opportunity for the Army to deliver their messaging to the African American community. At the events I supervised the collection of leads and pledges of support at the school pep rally, step show, battle of the bands, tailgating area and football game.

+ Multicultural Projects

n  In response to the outstanding job that Jack Morton did for Alltel Hispanic, the client asked to see some ideas for events that would help them to drive retail traffic and raise sales in their key African American Markets. I Headed up the research that was done to gain insight into African American Market and Consumers and developed the presentation for the clients alongside my fellow associate. We developed some ideas and outlines for several event possibilities for Alltel to execute in their top markets.

n  Jack Morton Latino was challenged to review the Multicultural Event Strategy for the African American and Hispanic guests for 2010 - 2011 and provide ideas, insights, and recommendations on where Target should be. Objectives included further positioning Target as the premier retail destination for the multicultural guest through cultural connectivity, and enhancing the company’s reputation within these communities. I assisted in creating authentic programs and event strategies that would allow the brand to create an emotional connection with Hispanic and African American guest in an effort to build brand loyalty.

PROFESSIONAL REFERENCES

“I had the privilege of working directly with Kaleena for two years at The Marketing Stores on the African American Consumer Marketing account. During my tenure working with Kaleena, I had a front row seat to see her be a proactive, results-oriented and responsible employee. She always volunteered for the challenging tasks and she was always ready to go above and beyond the scope of work to accomplish tasks and produce results that would benefit not only our company, but our client and our client's consumers as well. I watched her utilize creative, outside-the-box thinking to bring large-scale events and activations to life. Even through challenging timelines and looming deadlines, she always had a positive, can-do outlook, and I would say that her professional attitude always made her an absolute pleasure to work with. She continually delivered results, went above and beyond in providing exceptional service and support, and showed genuine integrity and respect as an account executive. She is, and would be, an asset to any company!” Jahred Williams

Senior Account Executive

The Marketing Store

“Kaleena was a great addition to our team at Momentum. Always ready to learn, Kaleena approached each assignment with integrity and understanding our client's goals in mind. Kaleena was required to work with a diverse number of programs within my group. Kaleena's style was one to adapt (quickly) to different management styles, and always achieved our goals that were established for her. She was also proactive in seeking out additional responsibilities, which was much appreciated. She was only with us for 6 months on a Fellowship program, but they were a solid six months, for all parties involved. Kaleena will succeed in any opportunities that are presented to her!”

Tom Boccuzzi,

Senior Vice President, Group Director, Business Leadership

Momentum Worldwide

“I had the luck to work with Kaleena on a project in which she was tasked to research and co-write a presentation. I was very impressed with her thorough research and extremely well-written presentation. In addition, Kaleena presented with confidence to colleagues, supervisors, and even clients. Not only was she a confident presenter, but she also knew her information inside and out and was able to answer every question that was thrown her way without hesitation. I love working with her because of her attention to detail, excellent research and presentation skills, work ethic, and attitude in general. I would consider myself lucky to have Kaleena on my team.”

Julie Smith

Account Manager Jack Morton Worldwide

“Kaleena worked with me on the 2007 Urban Music Festival as the Volunteer Coordinator. Being that it was only the second year of this event, Kaleena proved to be a dedicated and essential member of the team. Her primary responsibilities were to organize and manage over 200 volunteers among other things, and with little to no direction she demonstrated incredible initiative and leadership in doing so. Throughout the planning process and during a series of unfortunate events on the days of the event, Kaleena remained calm under pressure. Kaleena is an honestly genuine person, and consistently demonstrates a strong work ethic and commitment to success. I believe Kaleena exhibits many of the qualities that are essential in managing events and feel confident that she will serve as an integral member to any organization.”

Donell Creech President

Griotmedia