resume (what I’ve learned along the way) - 2crayola (creative brief + thought starters) 3 - 4interactive children’s book (personal project) 4 - 5levis water<less jeans (CSR campaign) 6 - 7prius (segmentation study + recommendations) 8 - 9nyc tourism (creative brief + digital campaign) 10 - 11revolutionary magazine (creative assignment) 12

- Katharine Anne Torgersen - 10 S. Foushee St. misskatharineanne@gmail Richmond, VA. 23220 860.334.6084 ♦What I ’ve Learned in School:

- Fall 2009 – Spring 2011: VCU Brandcenter MS, Creative Brand Management The Brandcenter combines standard MBA courses such as Brand Management, Quantitative Analysis and Finance with nontraditional studies including Digital Engagement and Creative Thinking; projects are cross-disciplined, integrating strategic analysis with creative execution.

- Fall 2005 – Spring, 2009: William & Mary BBA/BS: Marketing & Psychology Graduated from the Mason School of Business; studied abroad Junior year in Paris, France.

♦What I ’ve Learned at Work:

- Fall 2010 – Current: Broadbent Selections: Brand Consultant

Broadbent is an international wine importer. I am currently working with the company to create a singular brand identity across a very broad portfolio (Lebanon to China to South Africa); creating a digital strategy for the company to a new wave of wine consumers.

- Fall 2010 – Current: Lythos Studios: Brand Consultant

Currently working with a Richmond marketing firm and brand consultancy to help develop local company strategies and reformat websites to better communicate the companies’ offerings to their target market. I’m learning the ins and outs of a consultancy, how to deal with clients with finances, proposals and media buys.

- Summer 2010: DraftFCB: Strategic Planning Intern

Worked primarily on the SC Johnson account, spearheading the initiative for ‘Category Knowledge Leadership’ for the Pest Control category in the Developing Markets’ Platform. Analyzed and synthesized all the category research to create a singular and cohesive site with a rich knowledge base that could grow through an ongoing agency/company conversation.

- Summer 2008: And-Entertainment Co: Marketing Intern

Worked with the event production company in Manhattan, NY on the internationally touring Beatles tribute show, ‘She Loves You!’; independently developed and executed cross-promotional partnerships & campaigns to raise awareness and hype for the show.

♦What I ’ve Learned in Life: - Artist /Designer: I have always loved photography; I built a darkroom in my basement when I was

fifteen. I still love 35mm, but I now focus more on digital photography. I sell photographs and greeting cards, and am also a commissioned jewelry designer.

-Entrepreneur: I started the first book club at the Brandcenter. The following semester I started the

first wine club, which looks at how to taste and pair wines. I am currently writing a children’s book that teaches children to think critically about artwork, emotionally respond to it, and draw connections to their own lives and experiences.

- Adventurer: I love to travel, mostly because people fascinate me and I want to hear their

backgrounds and stories. Also, new and interesting people and places make for great photos.

Major Takeaway:

The “behind the scenes” side of advertising may not be the

“sexiest” part of the business - but I’ve learned that it’s the part I’m

the most passionate about!

Major Takeaway:

Literally every project I work on, I am thankful for my background in psychology... you can’t have consumer

behavior without human behavior!

Major Takeaway:

The best way to work as a branding consultant is to understand how both the agency and the client operate.

Major Takeaway:

“The only constant is change”; no business model is exempt from this rule - even an industry that is centuries old needs to be flexible to opportunities that may present themselves.

Major Takeaway:

Many small, local businesses think that brand strategies are reserved for the big dogs, I show Richmond natives how they

can be a “big brand” on a small budget. Major Takeaway:

The best way to sell anyone on anything is to talk to them in their language, and to sell them the “why”- not the “what”.

Major Takeaway:

Keeping busy with challenging, personal projects keeps me happy, sane, and financially sound.

Major Takeaway:

I am nowhere near done with the travelling that I have planned for myself...it’s the best

way to get a new perspective.

The Website:

Online, Crayola would establish a collaborative atmosphere, where children are invited tosubmit their own artwork and to view others from around the world.

We know that kids are not going to give up their DS for a box of crayons. We just don’t think they should have to choose.

Children would need their parents’ permission to submit work, and while they are able to comment on the artwork, there is no direct contact between users.

1.creative brief thought starters

Found in the Sunday newspaper, the mini page is both interactive and informative; it is filled with activities for parents and children, weekly contest information and last week’s winners. The mini page would prompt visits to the website, where children could upload their own creations!

Featuring weekly ‘crafternoons’ that bring together moms & kids for creativity and personal expression.

2.

3.On Television:

a.

b.

The Mini Page:

Informative: Every parent wants to see their child succeed; creativity and imagination are great natural tools for success.

Interactive: Now that the parents know how important it is for their children to create, give them some ideas! For example, sandpaper art is fun, easy, and a great way to make use of broken crayons.

thought starters Children’s Interactive Storybook: Personal Interest PieceI knew about the trouble that the education system was facing, through research I had done with Crayola and Toys ‘R’ Us, I started to see some potential solutions.

Challenge:

‘Extra-curriculars’, such as art or music classes or even recess, are being cut across the country in order to put more time and budget towards the ‘core curriculum’, i.e. science, math, etc. This is incredibly counter intuitive, between the ages of 2-12, imagination, creativity and play are integral building blocks of childhood; they help develop a child’s social and language skills, creative thinking and problem solving abilities, etc.

Big Idea:

Local museums have the opportunity to step in and help prepare and provide materials to be used in the classroom (while promoting themselves at the same time!). A storybook that combines interactive read-ing with an educational workbook would provide children with the imagination and creativity that is being stripped from the curriculum. At the same time, they would be exposed to a world of art that can be found in their local community.

The Story Concept:

The story takes place at an art museum, where a class trip is taking place. The book starts out with the teacher talking about different pieces of work and what the artist was trying to portray, the children are asked to create their own works of art, inspired by pieces they see.

The story line evolves to probe the reader to break down the artworks based on what they see: what they think is going on in the scene, what the artist was trying to say, what it reminds them of. By the end of the story, the reader is asked to draw his/her own experiences based on the artwork shown. The book includes space for the reader’s own works of art, in a format that allows for multiple uses and interpretations.

Target:

This book would appeal to a wide audience. Parents and teachers are first and foremost, as this book could be used at home or in the classroom. By promoting the work from a local museum, parents and children would be able to see what is offered in their community and would be able to visit and see what they had been learning about in school; this book could also be sold in the museum gift shop and used during class trips.

pg. 6 pg. 7

Excerpt from ‘Children’s Interactive Storybook’...

Challenge:Nowadays, brands are basically expected to have some sort of CSR program in place. However, most brands are inert: they might throw money at a cause, and then put their name on a pamphlet or hold a benefit, but at the end of the day they aren’t actually doing anything.

Opportunity:Levi’s Water<Less Initiative is the perfect opportunity for the Levi’s brand to show that they don’t just align themselves with a water conservation, but they act upon it and inspire their customers to do the same.

We have the opportunity to introduce the Levi’s brand as having actionable CSR; this deserves a new communication model for the brand experience:

Levi’s Water<Less:The average pair of jeans uses over 42 liters in the finishing process alone. Levi’s is introducing a new product line that cuts down on water by 28-96% - WOW. They are also looking for ways to cut down on water in the irrigation process and after the jeans find their way to your closet.

story

convo

action

Target 1: “Brand Loyalists”

These individuals already know and love the Levi’s brand. They are already in the store and on the website. They identify with the brand ideals of individuality and free spirit; they are style conscious.

Target 2: “Awarists”

Awarists are the type of people that know what is going on in the world, but don’t necessarily know how to help. They have action in their hearts and want to make a difference. They look for companies that hold their same ideals.

Strategy:Position Levi’s as being ‘fashionable + actionable’; making the claim that you can look good and do good at the same time. This bridges the gap between the two target audiences, with Levi’s in the center.

Concept:Be an environmentalist without looking like one.

Rationale:This campaign is in line with Levi’s brand image; it is progressive, sexy and counter-culture. It expands their audience by showing the Awarists that Levi’s is in line with their ideals, and reaffirms the Brand Loyalists’ love by showing they care about the environment while maintaining their original ideals.

Brand Experience:The two targets will experience this campaign from different directions; the loyalists will first experience the story through in-store and traditional advertising (where they already are). They Awarists will first experience the Action platform, then be brought into the brand.

story convo action(traditional techniques used to communicate the brand ideals; i.e. print advertising + in store)

(allows for a dialogue and interaction with the brand; i.e. website, blogs, forums)

(new leg of brand experience: how the brand can extend its ideals into real life action)

Direct Mail:Taking mailing addresses from environmental and nature magazines, we will send these teaser gifts which unfold into coupons for the recipient and a friend.

Print Campaign:The traditional advertising is very tongue-in-cheek; it pushes the concept that Levi’s is ‘green’ without being ‘granola’.

Point of Purchase:With each pair of Water<Less jeans comes a clothesline that helps the customer continue the conservation initiative. This pushes the idea that Levi’s doesn’t just align themselves with a cause, but takes action.

1.

2.

3.

segmentation study

What ‘drives’ people to consider purchasing a hybrid vehicle? *Which of these segments offer the biggest opportunity for Prius?

* Segmentations were first developed through researching hybrid blogs, forums & reviews, expert & owner interviews. Percentages were then acheived from a 250+ person online survey placed in relevant forums/blogs.

Segment Insights:1. The people in these segments do not just carry these titles when it comes to purchasing a hybrid; these titles apply throughout all of their purchasing habits.

2. Some segments were more specific to a certain sex or age group (i.e. Techies, Patriots and Flaunters). Conversely, the Tree Huggers and Frugalists were more likely to evenly represent both sexes, and span age ranges and incomes.

3. While individuals were quick to say, “I care about the environment/fuel efficiency/ the latest technology/etc”, they had little more than a basic understanding of how the hybrid works or accomplishes these things.

see  the  hybrid  as:    status  symbol/conversa5on  piece  knows  basically  nothing  about  cars  strongly  mo5vated  by  others’  opinions  gets  it  because  you’ll  love  it/want  it  for  them,  everything  has  to  be  special  do  things  with  high  visibility,  want  to  be  seen  

the  one  that:  buys  a  wallet  and  asks  for  the  big  shopping  bag  

The Flaunters: 1%

see  the  hybrid  as:    independence  from  oil  companies    knows  a  good  amount  about  the  auto  industry  very  strong  personal  opinions  hot  headed  &  a  bit  arrogant  a  ‘do-­‐er’,  not  a  ‘see-­‐er’  loves  watching  football  (american  football)  

the  one  that:  gets  into  poli@cal  debates  during  xmas  dinner  

The Patriots: 10%

Flaunters: 1%

Frugalists: 41%

Techies: 13%

Patriots: 10%

Tree Huggers: 35%

getting to know...

getting to know...

*****

*****

see  the  hybrid  as:    the  newest  breakthrough  technology  knows  a  lot  about  electronics,  not  cars  specifically  early  adaptor,  ahead  of  the  crowd  buys  the  newest  technology  on  the  market  par:ally  because  they  care,  par:ally  to  show  o;  uses  internet  to  research,  blog,  &  everything  else  

the  one  that:  stood  in  line  for  hours  to  get  an  iphone  

The Techies: 13%

see  the  hybrid  as:    a  way  to  help  save  the  world  2now  li4le  about  cars,  and  environmental  impact  they  care;  about  people,  the  world,  the  future,  etc.  se<ng  an  e>ample  for  others  part  of  a  community  effort,  just  doing  their  part  non  confrontaAonal,  non  conformist    

the  one  that:  has  their  own  vegetable  garden,  buys  local  

The Tree Huggers: 35%Prius’ Opportunity: Frugalists!

The main opportunity for Prius was identified as the Frugalists. The Tree Huggers were a segment that already owned hybrids (primarily the Prius), and is a saturated market. Whereas the Frugalists offered a new and interesting marketing opportunity for Prius.

The Frugalists are searching for that ‘one easy payment’; they love the idea of saving money for years to come, which is something Prius can offer to them. But while they want to save money in the long run, they aren’t actually doing any financial analysis.

In terms of messaging, these individuals need to hear that the Prius is an investment that will save them money. They then need to be congratulated for their ‘intelligent and responsible financial decision’; they don’t want to hear the details, they just want to know that they are making a good decision, and that they are smart because they made that decision.

see  the  hybrid  as:    a  sound  financial  decision  includes  a  wide  variety  of  people  with  other  interests  evolved  with  the  current  7me  &  economy  love  the  lower  gas  costs  &  tax  breaks    scou7ng  out  deals  is  a  source  of  pride  consider  future  investments,  responsible      

the  one  that:  plans  shopping  trips  around  ge>ng  the  best  deals  

The Frugalists: 41%

getting to know...

getting to know...

getting to know...

Study Conclusions:

*****

*****

*****

Objective: To make NYC feel like your own small, personal town where you can join into the conversation.

How do we get NYC talking? ...by shrinking it down to an individual serving size...

Insights: New York has the depth to offer specialized experiences for every individual; each of whom love the city for their own reasons. NYC is never the same for two individuals.

Strategy: Shrink down the city through various filters so that individuals can be linked with complimentary people and places.

Target:Individuals for whom social networks have a dominant role in their lives. These individuals are already comfortable with social technology, and they are not afraid to try new things and reach out to people.

MYNY:The MYNY platform works on three levels that can either be built off of one another, or utilized individually.

Users are able to access the city (as it fits with their individual preferences), see what’s going on around these parts of the city, and have the ability to connect with other individuals who share similar space and interests.

Phase 1: The CityThis is where individuals create their own NYC, based on personal interests generated through Facebook Connect, or by answering a series of short questions that note their personal interests (including music, food, night life, extracurriculars, etc.).

Afterwards, they receive a personalized map that highlights areas of New York City that will be of particular interest to them. This is particularly helpful to those who haven’t spend much time in the city and want to explore.

Phase 2: The PeopleLike a viral traffic report, this phase lets you know what people are doing and saying through geo-tagged Flickr pictures, missed connections, local tweets and facebook status updates, as well as where people are checking in with Gowala and Foursquare.

This shows what’s going on around you, in the places that you currently are, or the places that are recommended to you based on your interests. This feature is helpful for checking out what certain spots are like at any given hour.

Phase 3: The ConnectionsThis phase facilitates conversation between you and the people around you. You will be notified of ‘future friends’ when your paths perpetually cross (same places, same interests, same activities, etc.) Once your paths have crossed a certain amount of times, you will be able to send them a message online, which helps facilitate real-world interaction and friendships.

This phase is particularly beneficial for those who live in the city and want to meet people.

Change

Perception

Thru

Emerging

Technology

Interactive

Platform for

Advertisers

Engage

Sensory Branding Quarterly Lifestyle

Magazine Inspired

by Seasons

Scent.

Smell.

Touch.

Hearing.

Taste.

4 & 5

Challenge: Invent a New, Revolutionary Magazine Design Article: Fung Shui Your Home & Garden

There is a wallpaper sample that you are able to peel out and try on your wall (to get a better idea of how it will look), and it easily peels right off.

There is an image of a chair on transparent paper, that allows you to hold it up and try it out amongst the rest of your furniture.

An RFID code allows you to purchase either of these items.

To get more feng shui tips, you are able to download an MP4 video file.

A quarterly magazine that engages each of the senses with emerging technology to create an interactive & revolutionary experience for the individual. 250+ pages, $45 retail, collectible.

“Humans are most receptive, and most likely to form, retain, revisit and reinterpret memory when all five senses are in operation” ... “By engaging all five senses in the merchandising experience, you create a memory that books positively in your customer’s emotional bank”

why?

what?

how?Through multiple forms of technology,

including: RFID codes, augmented reality, seed pages, scratch & sniff, textured pages, see-thru

pages, scent recognition, front film cover.

In the garden section, there are different flowers that you are able to scratch and sniff for the different scents.

A master gardener’s speech is downloadable so you can learn how your garden can reflect your own style and personality.

There is seed paper within the article for the Cardinal Flower; you simply cut along the perforated edges, plant the paper, water and enjoy!

The advertisements, as well as the articles, incorporate various senses to make for an all encompassing experience!