sardoni portfolio
TRANSCRIPT
Samarah Sardoni
My Manifesto
I am convinced my mom only made two mistakes her entire life: (1) Teaching me how to use the phone, and (2) Leaving the phone book on the counter.
As a five-year-old, I searched for my neighbor’s name all through the phone book and dialed his number just like my mama taught me. “Hi, Mr. Smith! I heard you lost your job. How are youdoing?” I asked in my high-pitched voice.
My mom quickly revoked my phone privileges after that, but Mr. Smith started giving me candy at church, so I thought I still won.
I like to think that I have learned the art of tact since then, but one thing remains the same: I love to know people and be in the know. Today, I use this instinct in advertising by knowing the people around me and the upcoming social trends. After all, I’m in this business for the people.
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Résumé..................................................................................5Tyler Robinson Foundation...................................................7Belle Frank’s Advertising On-Ramp.....................................1 11-800-Contacts.....................................................................14Tuani.......................................................................................16Listerine PocketPaks.............................................................20
Contents:
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RésuméA brief summary of cool things I’ve done.
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Relevant experienceLeo Burnett ChicagoAccount Management Intern on P&G’s Always Account June 2015 – August 2015// Assisted in the launch of Unstoppable #LikeAGirl that went viral within 24 hours// Reported weekly consumer, marketing, and shopping trends in the FemCare industry// Discovered audience insights, developed brand purpose, and guided creative ideas with a team of 12 interns for a potential new client
Tyler Robinson FoundationInstagram Account Manager August 2014 – June 2015 // Increased retention rate up to 98%// Increased followers for the Imagine Dragons’ charity by 25%
Transitions Chalet Marketing Intern January 2015 - May 2015// Increased company awareness by 50%// Developed and implemented a marketing strategy for a women’s shelter
educationBrigham Young University,August 2015
Major: BA in CommunicationsEmphasis: AdvertisingMinor: Business Management
leadership/serviceBrigham Young UniversityTransitions Chalet, 2015BYUSA Advertising, 2014Eating Disorder Discussion Group, 2013Wasatch Elementary Student Aid, 2012
skills & interestsComputer:InDesignPhotoshopPremiere ProMicrosoft WordExcelEmailsMemorandumsPowerPoint
Hobbies:Laughing at my own jokes dancing badlyeating contestsrunningsocial mediatelevision commercialsMarvel movies
social mediaTwitter & Instagram:@samarahsardoni
Facebook:Samarah Eliza Sardoni
Website:samarahsardoni.wix.com/ssardoni
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Tyler Robinson foundationSocial Media Intern and Instagram Account Manager for Imagine Dragons’ charity.
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Project Scope:The Tyler Robinson Foundation began after a dedicated Imagine Dragons fan, Tyler Robinson, died at the age of 17 from Rhabdomyosarcoma, a rare form of cancer. When word hit that a world famous band was starting a charity for a deceased fan, donations and awareness were at an all time high. A year later, TRF is striving to keep the awareness of childhood cancer and hope alive through social media.
Findings:When I started on the TRF Instagram account, I noticed that the amount of followers were the same every single day despite the new follower notifications I was constantly receiving. The account was losing followers just as quickly as it was gaining them.
Imagine Dragons fans put the “fan” in “fanatic”. Every other Friday I began to post a “shout out” for that week’s newest followers. I made sure to specifically tag each new follower to show our appre-ciation. I knew the fans would take this and spread it like wild fire.
Results:Seconds after posting the first “shout out,” TRF received several notifications and directmessages. Excited fans were screen-shotting the post, sharing it on their personal account, and tagging TRF in it. As a result, TRF has had a 26 percent increase in followers and has increased its retention rate up to 98 percent.
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When I began the internship
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When I began the internship
The Advertising On-RampBelle Frank’s
Account manager and team lead for a new business pitch to Ms. Frank.
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Project Scope:Belle Frank, the Global Director of Strategy at Y&R, came to my Account Management class with a problem; she wrote a book, but never tried to advertise it. We split up into groups to see who could present the best, low-budget idea which she would then implement. This included a credentials pitch as well as a new business pitch to Ms. Frank.
My group took a different route. The challenge we faced was getting thebook out there to senior advertising students, which would then lead intothe top advertising schools.
Findings:There are only a handful of books in the same category as The Advertising On-Ramp; however, they all have better ratings. Several reviews spoke negatively about Belle Frank’s book saying that it favored Y&R too much. Since rewriting the book was not an option, we wanted to play off of the insight into Y&R. Y&R is a remarkable advertising agency and we needed to stress that to the target market.
We wanted to first target the young advertising professional. They are in their last year of school and are about to enter the workforce. We each interviewed ten seniors in the advertising program about their upcoming transition into the real world. All of their answers had one thing in com-mon: fear.
We don’t want students to buy those “things I’d wish I knew at…” book five years down the road. We want them to know it now and eliminate the fear.
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Results:Our campaign strategy is based off of the emotion of “fear” that these young advertising professionals are feeling towards graduation. We would target the students and eventually implement the book into thecurriculum of top advertising schools.
We pitched the idea of Y&R approaching top accredited university advertising internship offices to promote a contest. In order to enter the contest, you would have to purchase a copy of Belle Frank’s book. The con-test would involve creating a Vine with #adfear. The winner of the Vinecompetition would win a chance to interview with Y&R.
To increase competition exposure, we would place cardboard cutouts inuniversity’s advertising buildings. These cutouts would personify the fear thateach young advertising professional has and remind them of the competition.
#adfears13
1-800-CONTACTSAccount planner and team lead in user experience research.
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Project Scope:In my Account Planning Management class, we were introduced to Neil Wieloch, the director of marketing strategy and insights at 1-800-CONTACTS.
Our task was to test the user experience of ordering through 1-800-CONTACTS through all of their channels. This ultimately resulted in a brand model presentation to the client.
Findings:While interviewing contact wearers, we found that there is not a strong emotional connection be-tween the person and their contacts because it is a product of necessity.
The optometrist prescribes one brand that the customer can’t stray from. Bad sight is seen as a dis-ability and people wear contacts to downplay it so they don’t have to think about their eyes.
Although an emotional connection can’t be made with contact lenses, our goal was to create an emotional connection with 1-800-CONTACTS. I suggested going back to the roots of the company: creating the freedom of choice for the consumer, because freedom IS choice.
Results:It took some guts to tell a large company that their current advertising was all about their Relevant Distinguishing Benefits, rather than creating an emotional bond with the consumer, but we did. After we presented, we were invited back to present our findings to the Board of Directors.
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TuaniAccount manager and group lead in a research based study.
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Project Scope:As a start-up company, Tuani was searching for their unique selling point (USP)—what made them different from all of the other mens designer shoes? They wanted to know and understand their target market better and figure out improvement opportunities without changing the prod-uct itself. The twist was that Tuani is strictly based online because the shoes are made in Nicara-gua.
Findings:Through three focus groups, two friendship groups, twelve in-depth interviews, over three hun-dred surveys, and secondary research, we gained a better understanding of men and their shoes. We studied in-depth the online purchasing behavior of men and found that men general-ly spend more online than women and that they care less about brand names.
In our second focus group, we brought a classic Tuani designed shoe into a room of eight males. It was in this focus group that we found our target market: the classy gents. The classy gent is between the ages of 16 to 35, is a member of the middle to upper economic class, is educated and can be found mostly in the West Coast.
The classy gent is stylish, enjoys vintage classics, willing to spend the time and money on what he really wants, but most of all, he likes to express himself and feel confident. And that is where Tuani came in. The favored aspect of a Tuani shoe was the customization factor.
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Results:We presented our findings to the CEO of Tuani. We introduced them to their target market, the classy gents, and provided small improvements such as comfort levels and increased customization. We found that Tuani’s USP was customized style. The classy gents want a shoe that will not only fit their foot perfectly, but also fit their personality.
We introduced the “consumer customization” step in the ordering process that would allow custom-ers to choose the material, color, stitching patterns, and even the toe shape of their perfect shoe.
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Each shoe is handmade with real leather uppers and leather soles -that sets you apart.
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Original SWOT AnalysisStrengthsUnique, classy, but casual design
WeaknessesLimited production capacity, limited styles
OpportunitiesThe hipster/style movement
ThreatsBigger companies
Research Team SWOT AnalysisStrengthsCustomization solves target market’s pain point, versatile, reasonably priced
WeaknessesLimited online, lack of physical location, possible faults in product design
OpportunitiesComplicated buying process, streamline & simplify
ThreatsReplication, mainstream leather brands 19
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Listerine PocketPaksAccount planner and media buyer for a media strategy project.
Project Scope:My group had to assume the position of marketing/media executives. We were given three weeks to present our own ideas to the agency and client management. Our goal was to sell management on our media plan as the best approach for achieving marketing communication goals.
original print ad 21
Findings:To accomplish this, we began with secondary research to gain the same insight the creators of the initial print ad had. The majority of our research came from databases such as Media Framework.
We were introduced to our target market: the dating dude. He’s your classic man’s man. He’s a social man that has just entered the real world. He loves sports, cars, music, but most of all, women. In order to avoid his greatest fear (rejection) we show how Listerine PocketPaks will give him the confidence he needs.
We realized that Listerine PocketPaks already had public awareness and consideration fromconsumers. In the purchase funnel, PocketPaks were stuck in the conversion process. In order to get the dating dude to switch from gum and mints, we had to sell them the benefits of Listerine PocketPaks by providing the right content through the right platform.
What do you get when you mix a man that wants to be liked, wanted, and validated by women and a confidence packed Listerine PocketPak? Our creative strategy: Mouths say more than words. In a make it or break it moment it is all about your breath—not about what you say.
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Results:We targeted four spot Designated Market Areas (DMA); three with the largest colleges, and one with the largest spring break destination. Listerine Back to School Paks would be distributed amongst our DMAs in order to create a smooth transition to our on-campus promotion.
The on-campus promotion would take place at ten different universities. Seven of the ten would be voted on through our social media effort. Listerine Ladies would entice men to blow into a “freshness breathalyzer” for a chance to win a spring break trip for two to Las Vegas. Test a Listerine strip and be entered to win a trip to the strip. Other prizes would be handed out as people posted selfies with the Listerine Ladies.
Videos from the on-campus promotion would be promoted through Listerine’s YouTube channel and Instagram account followed by #mouthssaymorethanwords #msmtw
Point of Purchase Displays with live footage of the on-campus promotion would be placed around local shops.
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instagram Magazine
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find me online:samarahsardoni.wix.com/ssardoni
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