Download - Custy Connects
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A LOT OF PEOPLEIN OUR INDUSTRYHAVENT HAD VERY
DIVERSE EXPERIENCES...
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so they dont have
enough dots to connect,
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Butthe broader ones
understanding of the
human experience, the
better design we will have.
- STEVE JOBS
&THEY END UP WITH VERY LINEAR SOLUTIONS
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My desire to accumulate as many experiences as this world
has to offer has taken me to places I would never have imagined.
Guided by the unknown, I have discovered facets of communica-
tions uniqueto each experience.
I HAVE A SIMILARPHILOSOPHY.
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Conviction Digital:Austin, Texas
Co-Founder - Creative/Digital Lead: June 2013 - PresentA new political agency to end the notion that campaigns and
elections are seasonal, specializing in digital marketing.
Rokkan:New York CityAssociate Social Strategist: January 2013 - May 2013
Rokkan is a fully integrated agency, born from digital. Rokkanfocuses on combining strategy, storytelling, and technology.
J2 Strategies:Austin, TexasAccount Coordinator/Designer: January 2012 - January 2013J2 Strategies is a full-service political and campaign
consulting firm, specializing in strategy and marketing.
MRY :New York CityStrategy Intern: June 2011 - August 2011MRY (formerly Mr Youth) MRY specializes in blending
creativity and technology with media to make brands
remarkable.
LIZ THE AUSTINITE
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NOW, SEE THE GOODSRumor has it our left brainis keen to analyticsand our rightto
creativity. As you read on you will notice my concepts to the
leftand my work to the right! So, use both parts of the brain
or stay partial to one side... its your choice!
*Indicate personal designs.
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Target the most effective media markets and messages.
Build brand equity for a candidate.
Unify and activate voters.
Creatively collaborate among political operatives.
POLITICAL CAMPAIGNS
THE CHALLENGE
& WIN!
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BRANDING
A CANDIDATEHave you ever wondered why We the PeopleGOTV?
& by the way GOTV GTL.The process to propel us to
the polls takes more than a few fist pumps. It takes a team
dedicated to creating sustainable change and a candidate who
can inspire and activate others to Get Out The Vote.
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PUBLICOPINIONRESEARCHPress 1, Press 2.
Click yes, click no.
Our answers do more than
predict wins, they help
form narrativescrafted to
not only be effective but
to stick.
Staff members dedicate
their time to ensure their
candidates messagesare
amplified.
These messages must
embed into our minds,touch our hearts and
move us to action.
76.5% 2% 9.8% 67.5% 20% 2.5%
DAVIDDEWHURST
TOMLEPPERT
TEDCRUZ
HIT THE TARGET:Assisted in target research
using auto-dial call systems
to determine media markets.
PUBLIC EDUCATION: ALL FUN
Millions
,
,
$30,000
$40,000
$50,000
$60,000
- - --
Increased rel iance on p Increased rel iance on o Increased reliance on F Increased reliance on Revised business tax r :
Negative Issues Ef
. , , .
1
2006-2007 2008-2009 2010-2011
$33,704,809,211
$37,653,059,874
$3,948,250,663
$50,409,166,977
$49,216,205,160
$ (1,192,961,817)
$49,216,205,160
$50,265,846,400
$1,049,641,240
1$2.3 billion deferred Aug2Includes estimated total
Original Appropriation
Final Appropriation
Difference
Total increase since 2007: $13 billion2
CONFIDENCE IS KEY:
Straw polls were often
conducted in the heat of the
primary. Infographics were
designed for the website andsocial networks.
SPEAK THE LANGUAGE:
Talking points required
situational research and
were designed to reinforce
campaign themes.
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BRANDING ACANDIDATE
A MAN OF THE PEOPLE:
Guided by public opinionresearch, candidates craft
the best narrative to reach
voters and supporters.
RALLY THE PEOPLE:
Conceptualized and attended
events. Assisted with set up,
breakdown and directing
attendees.
LOUD & PROUD:
Designed materials through-
out the campaign for field
operations, conventions and
fundraising events.
And this I promise you...
The human desire to
connectnaturally makes
voters detectives.
Every word and every
action is investigatedto
determine if a candidate
can help make their livesbetter, provide better
security and inspire them
to be better.
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POLITICALTO VISUALLANGUAGE
DESIGN AT THE DOORSTEP:
Designed direct mail piecesfor primary, runoff and gen-
eral election with a reach of
250,000 voters.
DIGITAL DESIGNS:
Designed infographics, cover
photos and other social me-
dia graphics.
CREATIVE CONNECTIONS:
Assisted in social media
strategy and management.
Connected and designed ac-
companied visuals for Face-
book apps.
THIS TIME THE GRASSROOTS WILL DECIDE
HOLD POLITICIANS FROM
BOTH PARTIES ACCOUNTABLE
New leadership to hold
politicians from both partiesaccountable to We the People
Politicians from both parties havelet us down. Ill ght to reduce the
size of government and defend theConstitution
Pass a Balanced Budget Amendment Repeal EVERYWORD of Obamacare Dramatically reduce spending and debt
REDUCE SIZE OF GOVERNMENT
Return government to role
envisioned by ourFounding Fathers
DEFEND THE CONSTITUTION
Design for the people.
A candidates visual
representation is more
than yard signs, campaign
stickers or push cards. Its
a truereflection of their
values, and for supportersit becomes their visual
identity.
These visuals bring the
opportunity for support-
ers to show their loyalty,
affectionand trustthat a
candidate will be reliable.
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Discover consumer needs for brand strategy.
Forecast trends to create forward-thinking campaigns.
Create two-way communication with consumers.
Turn consumers into brand evangelists.
BRANDS.
BRAND CAMPAIGNS
THE CHALLENGE
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LETS TALK
BRAND LOVE.Love is a fickle thing but brands, now thats a man (or woman)
everyone should search for. Our Facebook status would always
be in a relationship if we acknowledged our brand love. For
me - Brookstone tucks me into bed, Keurig wakes me up,
Netflix takes me to the movies and the lovegoes on & on.
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THOUGHT TAPPING:
Executed research withCrowdTap platform to
discover consumers brand
opinions and suggestions.
INTERN INGENUITY:
Worked with other interns
to research, develop creative
ideas and pitch to the agencyfor the RepNation client.
COCA-LABORATION:
Assisted as a Strategy
Intern at MRY on research
for client pitches, specifically
on consumers emotions
and need-states.
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DISCOVERNEED-STATESOne fish, two fish
red fish, blue fish?
Consumers purchase into
brand experiences, with
both conscious and sub-
consciousreasons.
Each reason is a reflection
of onespersonal compassand its our role as brand
strategists to determine
the tipping pointbehind
why a consumer chooses
one brand over another.
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ON THE HUNT:
Participated in variousyouth-oriented focus groups
at MRY to tap into current
and upcoming trends.
PROGRESSIVE PLANS:
Creatively developed and
designed ideas focused on
digital and social media trendsfor JCP on the NSAC team.
Tell Us About Yourself
The top 2 songs on my iPods 25 most playedlist are
My favorite shows are:
My favorite websites/blogs are:
My 2 favorite celebritiesare:
ds, college is about much more than having a good. chool, resume-building extracurricular activities,
aintaining their g.p.a. students are feelingre to succeed both inside and outside of the
.
I re environment, students think their clothing should.
, stick straight hair and tight cocktail dresses of lasteen replaced by long flowing skirts, natural wavestor sandals, a look that students are calling Boho-
.
BOHO-CHIC
.
ee-spirited, flowy but put together. I consider myselfthers, earth tones, and brown leather taking up aardrobe.-Emily Tracy, University of North Carolina
ame of the game and for stressed out students,s the perfect escape from their every day lives by
and comfort without confining them to specific brand, silhouettes.
, I... ,
, . ,
l
TREND FORECASTING:Researched and wrote the
first Trend Report at MRY
as a Strategy Intern. The
report focused on style,
social, financial and career
success for students.
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FORECASTTRENDSEveryone wants to be
popular.
Trends are predictable,
because humans are
predictable. Innovation is
no longer technical and
has moved from more
tricks to more feel good
qualities.
In todays age of constant
change, its important for
brands to stay aheadof
the curve.
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REAL TIME RESULTS:
Used Sysmosos Heartbeat to
track social media mentions
of keywords to respond and
execute giveaways online for
the Fordcast Tour.
PREP & SET GOALS:
Created benchmarks based
on data aggregated fromcompetitive landscape and
current sentiment for the
BBM Challenge campaign.
THE AFTERMATH:
Evaluated with Sysomas Map
and Crimson Hexagon to write
a weekly report for Dasani
Plantbottle to create recom-
mendations for the campaign.
BRANDENGAGEMENT
Stop shouting at me!
Social media has creat-
ed a two-way form of
communication. Brands
no longer have to shout
among the clutter, they
now have platforms
to engage.
The rise of social media
innovation has created
a new expectation. Con-
sumers want brands who
integrate seamlesslyinto
their lives for advertising,
public relations and sup-
port.
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CHEERS TO RESEARCH:
Researched and discovered
the need-states and best
timing for students to expe-
rience the current GIF YourCheer campaign.
TAKE IT TO THE STREETS:Executed on-campus
presentations, tabling and
marketing events as a
BlackBerry Ambassador to
promote and demonstrate
BlackBerry products.
FORD-HAND EXPERIENCE:
Attended the Fordcast Tour
at Internet Week 2011 to ex-
perience the lounge, QRscavenger hunt, Fotobooth,
virtual driving and listen to
the Ford panel.
EXPERIENTIALMARKETINGIn our friends we trust.
Brands have realized
word-of-mouthis one of
the most affective and or-
ganic formsof marketing.
Its only natural that
brands have gone to the
streets to flash, giveawayand promote themselves.
But its more than atten-
tion brands are seeking,
its the opportunity to
turn their consumers into
brand evangelists.
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I like to move & shake. Why? I believe people who are
passionate and disciplined have the unique ability to
continuously start over. Theyve realized success is within
the exploration. With several communication avenues,
I constantly hop on various paths. Each experience has
presented new ways to communicate and new understand-
ings of the human nature.
SO, HERESTHE WRAP UP,
FOR NOW.
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CALL, EMAIL ORTWEET ME MAYBE?806.543.9258
@eCusty
elizabethcusty.com
*Additional design work and writing samples are available upon request.
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