portfolio (kyoung-ryoon jung)
TRANSCRIPT
FromKyoung-ryoon Jung
IMPORTANT: Portfolio Included
ToFuture Employer
[ Kyoung-ryoon Jung ]
Yonsei Univ.
Undergraduate Agency In-House Graduate
International Comm.
Social Media Marketing
Crisis/Issue Management
Internal Comm.
Financial Comm.
CSR
New Model Launches
Brand Community Management
Customer MagazinePublication
Media Relations
Brand &Advertising
Strategy
Career Path
Business Minor
International Relations Major
Korean Delegatefor Korea-ASEAN
Exchange Programby Korean Gov’t
RA at Institute of Foreign Affairs & National Security
Co-Chair, Asian Student Association
Ad Agency Intern
Client Sponsored Projects
Core Competency
Initiative
Work Experience
Academic Foundation
• Find new solutions with initiative and global perspective
• Established expertise throughhands-on experienceboth in agencies and in-house
• Broaden and deepen marketing knowledge
Northwestern IMC
Seeking New Opportunity & Practices
Burson-Marsteller
Porsche
Schafer Condon Carter
Skills & Interests
CSR, Speech Writing, Global PR, Crisis & Issue Management
PR
Analytics
Google AdWords & Analytics, SEO, SPSS
Consumer Insight Consumer Behavior Ethnography, Radian 6, Netbase
Marketing/AdStrategy, Overseas Business, Digital, Shopper, Sports
IR
Investor Relations, Financial Communications
Heard From People
“KyoungRyoon Jung is - creative/unique, - he sticks up for his beliefs and ideas, - and cares about the world.He is also quite loyal and supportive of your organizations and people.”
Phillip RaskinManaging Consultant at TEXT 100 Singapore (A former Market Leader at B-M Korea)
“He demonstrated strong leadership in planning and executing the nation’s first A380 launch with tremendous drive.
His dedication resulted in Emirates gaining unprecedented attention from the media and public as a foreign airliner in Korea”
SJ LEE Area Manager at Emirates Airline (A former client)
[ GRADUATE STUDY HIGHLIGHT ]
Northwestern Medill IMC Graduate ProgramBranding & Ad Strategy Concentration
• Founded in 1921 as Advertising and Journalism School
• Long-standing reputation for academic excellence
• The birth place of IMC
• Leading institution with practical applications in the evolving digital era
Joseph Medill, the founder of Medill and Owner of Chicago Tribune
Students are taught by the professors to…
Faculty:Some of the greatest minds in the industry
useboth left and right brain
RATIONAL STATISTICAL
DATA-DRIVENANALYTICALPRACTICAL
ROIAUDIENCES
左
EMOTIONALNARRATIVECONSUMER-CENTRICINTUITIVE THEORETICALCUSTOMER SATISFACTIONCOMMUNITIES
右
withconsumer-centric,
data-driven integrated approach to marketing
communications
…and to become a professional
Core courses emphasize what forward thinking marketers should know and teachhow to solve not only marketing problems but also business problems as a whole
Marketing Management
Financial Accounting
IMC Core Courses
IMC Strategy
Consumer Insight
Statistics &Marketing Research I & II
IMC Economics IMC Law & Ethics
Persuasive Message
And more...
Shopper Marketing Brand
Communication Decision
Concentration: Brand & Advertising Strategy
Leadership
Investor Relations
Customer Value
Innovation
My focus is on Brand & Advertising Strategy, and I have taken various practical courses including:
Media &IntegratedMarketing
Marketing PR
And many others...
Client Sponsored Project
Marketing Strategy Development Project for SAP CRM
I had numerous opportunities to engage with real-world problems through client sponsored projects including:
Sales Increase Project in a retail environment for MillerCoors
Marketing Strategy Development Project for a start-up restaurant running by former McDonald’s executives
PR Strategy Development Project for aidmatrix, a leadingSCM solution provider for humanitarian relief
Summer Residency Intern
Worked as a summer residency intern at Schafer Condon Carter, a leading marketing agency in Chicago
Developed a rebranding and social media strategy/guideline for a CPG brand Created a branding strategy for an energy drink client
Extracurricular Activities
Actively seeking for and participating in extracurricular activities
Organizing social and professional events as a co-chair of Medill Asian Student Association
Contributing an article on math education in the States to Women’s JoongAng Localizing SEO training materials for an online marketing agency’s a Korean client
Social & professional events for MASA
Correspondent work for Women’s JoongAng
Localize SEO training materials for an online agency’s a Korean client
[ WORK EXPERIENCE HIGHLIGHT ]
Work Experience Highlight
Major Clients include
Top Korean companies reaching out to global market&
Global companies reaching out to Korean market
CSR
Developed and executed an extensive year-long CSR program for DIAGEO that lost operation license in Korea for tax evasion issue with collaborations with many NGOs including Korean Red Cross
Developed a global CSR program for LG Electronics partnering with Doctors Without Borders to align with its TV line, Boderless TV
President Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Corporate Social Responsibility
DIAGEO CSR ActivitiesIncluding Audio Book
Production for Disabled
LG’s global CSR Initiative with
Doctors Without Borders
Strategic Communication Consulting Issue / Crisis Management TOP PR Practices in Korea
Worked in top PR practices in Korea including:
• Korea’s National Brand Identity Development Project that reported to the President of Korea
• Global PR for Korea-based companies • Several global and local M&A communications• Internal Communications Evaluations and
Organizational restructuring project of comm. Department for top Korean corporations
Issue / Crisis Management CRISIS & ISSUE MANAGEMENT
Managed crises & issues including:
• Contingency Plans for an airline and customer information leakage• Pharmaceutical product recalls• Airplane fuel leakages • Automotive recall & lawsuit with consumers
International Trade Show Supports Strategic Communication Consulting Issue / Crisis Management Global Marketing Communications
iFA on-site event
Global Media Relations
Strategic Global PR consulting for LG Electronics HQ Global PR materials & guideline development for local markets International exhibition support (CES, MWC, iFA, Mansion & Object, etc)
Advertorial placed in FT & WSJ
Comm. Guideline for Local Market
Blogger Relations: Product Seeding Strategic Communication Consulting Issue / Crisis Management Global Marketing: Social Media
Influential Bloggers Seeding Programs
Leveraged Social Media to increase awareness and buzz Developed blogger relations programs in many regions Produced communications materials for social media users
Communications Materialsfor Social Media Users
Brand Community Management Strategic Communication Consulting Issue / Crisis Management Brand Community Management
Porsche Customer Magazine Exclusive Events for Porsche Club Korea
Managed Porsche Club Korea to enhance owners’ experience and to stimulate customer loyalty
Oversaw monthly customer magazine including: writing articles, advertising, and 3rd party collaborations
Product Launching / Event CoordinationStrategic Communication Consulting Issue / Crisis Management Product Launch
Porsche Cayenne and Panamera Launch
Planned and executed several product and service launching events for Porsche and many other clients, including LG, Bausch & Lomb, Emirates airline, Olympus Korea
Developed attractive and appropriate event themes, programs and press materials and controlled other vendors to maintain the quality of events
Bausch & Lomb New Product Launch Party
Press Conferences / Media Roundtables Strategic Communication Consulting Issue / Crisis Management Press Conference
UNEP Global Media Conference
LG CEO Roundtable with Female International Reporters
Emirates Korea 3rd Anniversary Press Conference
Porsche Media Roundtable Western Union MOU Signing
Ceremony with a Korean Bank
Bausch & Lomb Press Conference
Ran many international and local press conferences for clients and Porsche
President Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management President Identity
CEO Lecture TV Show & Book National Radio Show Guest
CEO Contribution Articles and InterviewsCEO Contribution Article at Newsweek
Helped position CEOs as thought leaders through various opportunities
Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Writing Skill
Burson-MarstellerKorea’s Website Development
Demonstrated the high standard of professional writing skills Wrote Burson-Marsteller’s official website contents Selected as a top 10 business blogger for writing about marketing trends Work as a correspondent reporter for several Korean Magazine
Selected as top business bloggerby AllBlog,
an established blogger association
Contribution Articles as a Correspondent Reporter
Leveraged top magazine’s pictorials to highlight products
Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Pictorial
Professional Writing Skill: Website Development / Awarded Business Blogger / Contributor Strategic Communication Consulting Issue / Crisis Management Pictorial
Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case
Korea’s the First A380 Launch
Led a year-long launching PR campaign as the client leader Emirates achieved unprecedented attention as an airliner in Korea through
execution of the strategic plan Top media allocated from one to three full pages to deliver Emirates’ story
Announcement of introducing A380 to Korea
(Jan 2009)
Pre-Launch Launch (Dec 2009)
Post-Launch
Sports Marketing
On-boardBlogger Day
Chosun IlboW Section
LaunchConference
MBNPre-Experience
Chosun IlboWeekly Biz Cover Story
JoongAng IlboSpecial Knowledge
Emirates Pop ArtExhibition
Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch
Launch: Media Coverage from the Conference Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch
Coverage from National Broadcasters and Newspapers
Launch: Media Coverage from the Conference Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch
In-depth 1 to 3 pages coverage highlight Emirates’ business and A380 from Korea’s top newspapers, which is very unusual for any brand or company
Launch: Media Coverage from the Conference Launch: Korea’s First A380 Launch Press Conference at ICN AirportCSRPresident Identity: Contribution Articles Strategic Communication Consulting Issue / Crisis Management Emirates Case: A380 Launch
Along with the great success for Emirates,
I also financially contributed to my employer, Burson-Marstellerby increasing agency retainer fees by 30 percent as a token of appreciation from Emirates
30%Agency
Fees
[ THANK YOU ]
Kyoung-ryoon [email protected]