portfolio
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Description of my work experienceTRANSCRIPT
KATYA MOKHNATKINAACCOUNT EXECUTIVE
02FROM RUSSIA WITH LOVE
I am an outgoing, enthusiastic, multicultural maverick with a Russian Heritage
that would make Anastasia jealous. Having been born and raised in the elegant
city of Ekaterinburg, I matured with a great respect for my homeland and the
culture it preserved. But, my love of languages and meeting new people has
piloted me on to visit other countries and discover new cultures; making the
number of countries I’ve visited a total of 30. When I’m not traveling the world
I enjoy a good book, a rousing game of tennis, where I try to emulate my idol
Maria Sharapova, and any kind of singing or dancing. I can’t imagine my life
without music because it completes me. My theme song just so happens to be
my life motto, entitled “DONT WORRY, BE HAPPY”. This song reminds me that
fervor and a positive attitude towards life are the best anecdotes to accomplishing
your goals. My confidence and passion for life give me the courage to face
challenges and use them to grow. The ability to appreciate the small details of
my life allows me to live each day with the intent to accomplish something great.
C SPIRE WIRELESS 08
RESUME 05
L.A. CLIPPERS 18
BYU DIRECT MAIL 24
ORCA 26
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JC PENNEY 12
HARMAN DIGITECH 16
CONTENTS
RESUME
Objective: Account Management
Experience
Young Rubicam April 2012 - June 2012 Account Executive Intern New York,NY
Tracked social media for our competition, worked on presentations, wrote conference reports, worked on agency reel of relevant brands for the client; interacted with many divisons of the agency; worked on ad id charts for print, radio and OOH, mantained rotation chart for print ads, analyzed the startegy, brainstormed and researched promotional advertisement ideas, participated in creative development of TV commercials, and critiqued print advertisments. Brigham Young University, Advanced Advertising Lab April 2011 - December 2012 Brand Management Experience Provo, UT Worked in teams to do research, planning, strategy, brand model and creative execution for national and local clients. Developed strategic decisions by connecting the big idea to the target market Brand models and creative briefs, sharing thoughts for creative part of campaign Pitched campaign to client and develop presentation skills Created media plans, flowcharts and did media budget Worked with national and local clients: L’Oreal, JC Penney, Taco Bell, Herman Digitech, ORCA, Timpview Car Wash, Give Em This, BYU Direct Mail, BYU Alumni, Proof, Utah Lyric Opera, RS Energy, Women in Business. L’Oreal, The Body Shop Conducted in depth research about the target market SWOT analysis Developed a new product line JC Penney Organized a new brand model for the company Worked on the strategy and creative brief for this campaign Observed the target market and interviewed them Helped organize a survey
Taco Bell Brainstormed for taglines Studied target audience Worked on creative brief Established strategic decisions according to clients’ needs
Los Angeles Clippers Created a brand model Conducted focus groups and interviews Analyzed qualitative data Formulated a media buying plan
Education Brigham Young University, Provo, UT December 2012 Bachelor of Arts in Communications (Advertising Emphasis) Minor: Business Management
Volunteer L’Oreal Brandstorm – creating a product and a creative campaign Member of American Advertising Federation, Utah Chapter(AAF) 2010-2011 Sundance Film Festival – information person
Valuable Skills & Technology: Windows/MAC OS, Word, Excel, PowerPoint, Photoshop, InDesign, Qualtrics Interests Languages: Speak, read, and write English and Russian fluently. Some Spanish. Things I like: Playing guitar, tennis, volleyball and soccer. Ice skating, drawing, public speaking taking pictures, listening to music, spending time with friends, and traveling the world.
PROJECTS
PROJECTS C SPIREWIRELESSAD CAMPAIGN
PERSONALIZED WIRELESS
MY ROLECompiled a competitive analysis and helped in creation of presentations. Brainstormed and researched promotional
advertising resources. Worked on the agency reel for the meeting with the client. Updated rotation chart for print
and radio ads. Managed the production process for print, radio and TV spots. Participated in creative development
of TV commercials. Critiqued print advertisements. Analyzed the creative strategy to ensure all ads followed the
creative brief.
CHALLENGECreate interest and desire in C Spire as a new personalized cell phone company alternative to AT&T, Verizon,
T-Mobile, and Sprint. Drive traffic to the C Spire brand.
INSIGHTConsumers want to get the most out of their complex, rapidly evolving technologies and are trying their best to keep
up with the pace. They want to get the full benefit of technology, but have not tamed it yet. Wireless carriers have
focused on telling consumers about their “speed”, “coverage”, and “shiny new devices,” which are important, but no
one has really stepped up to help consumers get the most from their wireless experience.
BIG IDEACreate a better wireless company that actually inspires you to get the most out of your wireless experience.
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STRATEGIC OUTLINE
JC PENNEYRE-BRANDING
BE THAT GIRL
MY ROLEMy team formulated a new brand model for the company. I contributed my ideas into the strategy and creative brief.
I also did secondary and primary research by going to the store and observing people’s shopping behavior and
interviewing them. Our team revealed a new selling postion for JC Penney.
CHALLENGEThe task for this project was to increase JC Penney’s sales. We tried to attract a different target market including
young and stylish women, as opposed to unfashionable ladies.
INSIGHTJC Penney is perceived as old and out of style. Younger, more stylish women often fail to notice the trendy clothing.
JC Penney has some of the lowest prices compared to other department stores.
BIG IDEAOur team brainstormed different words that fit our strategy: for example lively, adorable, artistic, elegant, silly,
joyous, free, cheerful, fearless, etc. We used those words for our creative advertisements.
OUTPUTWe did a full JC Penney campaign. We made 4 print advertisements, 3 interactive ads, 1 broadcast ad and 1
promotion.
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How may (mes did you shop at JCPenny for the last
year? 0
one-‐five
five-‐ten
ten and more
SURVEY SAMPLES
Do you think JCPenny’s clothes are in style?
no
yes
not sure
Do you own anything from JC Penney?
Do you think JC Penney’sclothes are in style?
How many times did you shop at JC Penney for
the last year?
How may (mes did you shop at JCPenny for the last
year? 0
one-‐five
five-‐ten
ten and more
Do you think JCPenny’s clothes are in style?
yes
no
HARMANDIGITECHRESEARCH
HARMAN DIGITECH
MY ROLEIn this project I helped to create a solid brand model for the client. Mostly, I did primary research. Another team member
and I conducted 2 focus groups and analyzed data. Also, I did personal interviews and came up with questions that we
put in survey.
CHALLENGEDigitech wanted my team to revamp the brand. We needed to identify and find out how to position the brand in the
future without abandoning its past.
INSIGHTPeople see Digitech as lower quality. Many see Digitech as a beginner’s brand and if you want to be a more serious guitar
player then you move on to something else.
BIG IDEADigitech believes they are giving people the tools they need so that they will have “the power to create.”
OUTPUTWe had done focus groups and one-on one interviews. We put together a survey and sent it out to a large number of
people. After the survey we analyzed the data and presented the information to the client.
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L.A.CLIPPERSAD CAMPAIGN
NEIGHBORHOODMY ROLEMe and my team created a brand model where I contributed my ideas into the strategy. Also, I worked with
qualitative and quantitative data. I participated in creating a survey and analyzed it after we collected the data.
Moreover, I developed a media plan and worked on media flowcharts. My team and I came up with
suggestions for the client and I was one of the presenters of our campaign.
CHALLENGEDetermine if the approach of patches on NBA players’ jerseys is practical, and decide which sponsors should be used.
Also, find the most effective way to increase the L.A. CLippers’ digital footprint, generate greater commitment from fans,
particularly potential fans, increase ticket sales, and provide all media costs.
INSIGHTMany people move in and out to Los Angeles every month. And on the first day of work, first day at school, first day in the
city, they feel the pressure to decide to be a Lakers or Clippers fan from fellow L.A. residents.
BIG IDEADifferentiate L.A. Clippers from L.A. Lakers and give transient population a feeling of belonging to your true basketball team.
OUTPUTOur research and creative strategy/executions helped inspire the client with several ways to improve digital media and
provided them with a most valuable sponsors list.
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WELCOME TO THE SOCIAL MEDIA
THE NEIGHBORHOOD
SOCIAL MEDIA
THE NEIGHBORHOODThis is a guide to the Clippers and their fans’ favorite locations in the city. It includes parks, clubs, restaurants, etc.
3 ON 3 GAMES
PICK-UP GAMESFans can create an account and put together a pick-up game in their neighborhood.
There is also the option of entering a 3 on 3 competition, and the championship will be played at half time during a Clippers game. The winners get to play against three Clippers. WEBSITE
WWW.CLIPPERSNEIGHBORHOOD.COM
BLOCK PARTYInformation for the annual Clippers Block Party and a place to print tickets to attend the event is posted on the website.
BLOGShow different Clippers players lifestyle and how Los Angeles plays a role in it. This way, fans know the players on and off the court.
Facebook ads appear when an individual changes gis or her location to Los Angeles, California guiding them to www.clippersneighborhood.com.
The Clippers Block Party is not exclusive to the transient population. It is a Clippers community event.
The invitation reaches the public through Facebook, the web page, and outdoor fliers.
The invitations and tickets will also be sent through direct mail to those who have recently moved into town.
Posters will be put around the Staples Arena and in surroudning neighborhoods inviting the community.
Tickets will be mailed to people who recently moved to L.A. with an invitation to the Block Party.Tickets can also be printed from the website.
THE FIRST ONE TO BE SEEN
Billboards located on the border of L.A. reach thousands of people who commute for work, travel for vacations, or move into the city.
Advertisements are displayed on digital screens in the airport.
SPONSORS
Advertisements are displayed on digital screens in the airport.
SPONSORS
MEDIA FLOWCHART
BYUDIRECT MAILCRITICAL PROBLEM SOLVING
DIRECT MAIL
MY ROLEInterviewed seven professors, YNews, Mail Services and BYU Bookstore marketing employees. We had them collect all
their mail over a month and after we went through every single piece of the mail that they had and talked about their
reaction when they received it. Our group created a survey and analyzed data.
CHALLENGEWe had to find the actual problems with direct mail on campus and find out why professors throw away coupons without
even looking at them. Also, come up with new ideas how to increase professor’s awareness to use all coupons that they
receive.
INSIGHTProfessors don’t go to the Bookstore a lot. Some professors perceive the Bookstore as not having good deals. They never
go shopping for their family at the creamery. Many professors agreed that they are more likely to open something if their
name is on it.
BIG IDEAFind new ways to attract professors’ attention on their mail and increase their usage of all mail that they get.
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ORCAGRANTSAD CAMPAIGN
ORCA GRANT
MY ROLEAs a team we developed a strategy and a campaign that was intriguing to students, drawing their attention and
interest in ORCA grants. I came up with creative ideas of activities that will attract student’s attention to participate
in research projects. I was responsible for mantaining cutouts, posters and brochures for a period of three weeks. I
participated in different activities with the grant whale.
CHALLENGERaise campus awareness of the ORCA research grants given out to students and increase the number of the
applicants.
INSIGHTORCA was trying to attract more students from a variety of departments to apply for grants.
BIG IDEATo show students how ORCA grants are fun and you get $1500 for participating in research.
OUTPUTOur theme for this year is the Grant Aquarium. We created an exhibit to promote the application process. In fish
tanks we displayed a picture of a former grant recepient as well as a brief summary of their project. We also made
posters,cutouts and brochures to educate students about ORCA grants. We gave away free T-shirts and used a whale
mascot to draw students attention. As a result a record number of students applied for the grant.
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Thank you
Katya Mokhnatkina