Feaster Portfolio

Academic/Intern Portfolio

for

Kendall Feaster Bachelor of Science in Business Administration,

Marketing - Candidate

Candidate Summary

Enclosed you will find a collection of exhibits that highlight personal development in both the academic and work environments as a student and intern. In most cases, the exhibits are initiated with a summary of the project which outlines the objectives, target markets and the various strategies pursued. Additionally, the academic work captures advertising, media and overall marketing recommendations made by the team based on overall case study objectives. As a student in the Scheller College of Business at Georgia Tech, we are encouraged to incorporate facets of what we have and are learning into our group projects and internships. Toward that end, you will find that the exhibits contained within this portfolio integrate various disciplines to achieve comprehensive and thoughtful conclusions to the assignments.

ArtifactSummary MyresponsibilitiesduringmysummerinternshipatMichelinNorthAmericarequiredmetohelpMichelincreateanecommerceprogramthatsellstiresdirectlytoconsumersforthefirsttimeinthecompany’shistory.IhelpedresearchtheconsumerjourneywhilebuyingtiresonlineandhighlightedthechallengesandopportunitiesforMichelin’secommerceprogrambasedonwhatthemarketiscurrentlyoffering.Ithenhelpedpreparecommunicationsthatwouldbesenttodealerswhentheyenrollintheecommerceprogram.AttheendofmyinternshipIcreatedapresentationtosharemyexperiencewithMichelinemployees.

PROJECT OVERVIEW

•  Preparing to sell tires online •  Review online consumer journey

•  Prepare dealer communications

•  Challenges •  First time selling direct

•  Short time period to complete

•  Opportunities •  Set a new standard for ecommerce

•  Reach more consumers

CONSUMER JOURNEY

•  Understand current online tire shopping standard

•  Review shopping experiences across multiple websites

•  Promotions, pricing, ratings and reviews

•  Consolidate findings into spreadsheet

•  Provided a look into the standard consumer experience

•  Point out the positives and negatives

•  Used as a reference when designing the consumer journey

•  Provided knowledge on market offering of installation and road hazard

•  Not offered by Michelin until ecommerce program

SUMMARY

Balance Lifetime Rotation

TPMS Disposal Fee Road Hazard Lifetime Flat Repair

Avg Installation Price

93% 71% 21% 29% 29% 14% 17.45

Conrad’s

Pep Boys

Discount Tire

Costco

Right Turn

Sam’s

Belle

Sullivan Tireman

Colony

Kauffman

Griffin Bros

Sears

NTB

Installation Price

19.95

21.48

16 15 15 15 19.99

Included in tire price

17.49

15 18 19 17.99

16.99

Lifetime Balance X X X X X X X X X X X X X Lifetime Rotation X X X X X X X X X X TPMS X X X

Disposal Fee X X X X

Road Hazard X X X X Lifetime

Flat Repair X X

CONSUMER JOURNEY

•  Challenges •  Showing the benefits of a tire in an online setting

•  Opportunities •  Customize user experience

•  Recommend tires based on driving experience

•  Show benefits •  Set a new standard for tire shopping online

•  Goodyear only other tire manufacturer to sell online

•  Take advantage of online ratings and reviews

•  Key learnings •  Online tire shopping experience should be simple, fast, and informative

COMMUNICATION PLAN

•  Communicate to dealers about the ecommerce launch plan

•  Create communication to notify dealers of upcoming program via flyer •  Look at past internal communication to create outline for flyer

•  Work with agency to create

•  Provide program details and sign up instructions •  Encourage dealers to sign up for program

•  Highlight mutually beneficial relationship

•  Smooth transition into ecommerce program

•  Provide feedback and criticism for agency

COMMUNICATION PLAN

•  Challenges •  Encourage dealers the ecommerce program is mutually beneficial

•  Address dealer concerns about competing with Michelin

•  Opportunities •  Highlight win-win-win scenario

•  Encourage dealers to sign up

•  Key learnings •  Importance of knowing how to communicate with different audiences

ArtifactSummaryMyresponsibilitiesincludedcreatingadvertisingobjectives,acreativestrategy,amediaplan,amediaschedule,andfinally,acreativeadvertisementforRollinsFinancial.Ialsoprovidedreasonsforthesesuggestions,citingthetargetaudienceandbudget,discussedpriorwithRollinsFinancialrepresentatives.Ialsodiscussedtheeffectivenessforthesuggestedadvertisements,discoveredthroughgroupresearch.

ROLLINS FINANCIAL INC.

FALL 2015

GROUP #3

KATELYN ADCOCKAUBREY WILSON

KENDALL FEASTERALEX WOOD

TABLE OFCONTENTS

ADVERTISING RECOMMENDATIONS

MEDIA RECOMMENDATIONS

OTHER RECOMMENDATIONS

1

1

1

2-4

5-6

6

7-8

9-11

12

13-14

Creative Strategy Conclusion

Ad-by-Ad Creative Strategy

Creative Executions

Creative Strategy Introduction

Advertising Objectives

Target Market

Media Objectives

Media Strategies

Media Schedule

Message Weight

Golf Tournament Booth 15


TARGET MARKET

There are two target audiences for Rollins Financial. The first is individuals/households between the ages of 40-65 with at least $50,000-100,000 in assets. These individual are primarily concerned with investing their assets and planning for retirement. The second is individuals/households between the ages of 25-40 who may not yet have the assets to invest, but are still interested in financial planning services centered on retirement planning, life insurance, savings, etc. The primary focus for Rollins Financial services is the metro Atlanta area.

ADVERTISING OBJECTIVES

In twelve months, increase awareness of Rollins Financial by 10% among the target audience. In twelve months, get at least 50% of those who are aware of Rollins Financial to comprehend that Rollins Financial offers personalized financialized planning and the benefit of comprehensive services.In twelve months, increase qualified client leads by 10% compared to the previous twelve months.

1.

2.

3.

CREATIVE STRATEGY INTRODUCTION

Our advertisements aim to be relatable, while focusing on the benefits of a smaller financial firm, specifically one with the around the clock personal attention to clients. The ads reflect how Rollins Financial cares about the best interests of their clients and show what it is like to be a Rollins Financial client. The advertisements also have a color scheme consistent with the brand’s logo and a similar layout is employed across all mediums to establish continuity and familiarity with the brand throughout the campaign.

1


CREATIVE EXECUTIONS

MAGAZINE AD

2


CREATIVE EXECUTIONS

AIRPORT AD

3

Choose Rollins Financial, The Obvious Choice

With airtravel this is an obvious choice but with financial services people often choose to be grouped in with the masses at large firms rather than choosing a smaller firm that provides more services and more personal attention to clients.Rollins financial provides around the clock personal attention to your finances.

Which do you prefer?

(404) 892-7967www.rollinsfinancial.com


CREATIVE EXECUTIONS

GOLF AD

4

5


AD-BY-AD CREATIVE STRATEGY

MAGAZINE AD

The magazine ads show relatable and attractive images with a header that focuses on the needs of the targeted demographic to grab attention. The ads then go on to give a brief introduction to the brand emphasizing that they are a small financial firm and say how Rollins financial will take care of your finances so you can focus on the important things in life. Each ad gives a specific example of something enjoyable in life that the target audience can relate to. The content of the ad reflects how Rollins Financial understands and cares about their clients best interest. The ads also show how being a Rollins financial client will improve your life by having a close relationship with a financial firm that is almost like a caring family. The ad emphasizes how Clients can enjoy the good things in life knowing their finances are well taken care of. These ads are relatable, provide the audience with a reason for becoming a client and define some of the brand values.

AIRPORT AD

The airport advertisement captures audience’s attention by using the headline to ask viewers a question, “Which do you prefer?” and presenting them with two scenarios: a crowded economy flight and a quieter first class flight. It is also relevant to airport travellers who are about to board a full flight. The advertisement also includes a subhead at the bottom, “Choose Rollins Financial, the obvious choice”. The subhead reinforces the “obvious” answer to the question: a smaller, more personal first class flight. The body copy ties in the airplane analogy by comparing Rollins Financial, a smaller and personable firm, to that first class flight when compared to the larger, crowded firms. Rollin Financial’s logo and contact information is placed at the bottom in white, so that it stands out to viewers.

The color scheme of this advertisement complements Rollin Financial’s logo and maintains consistency.


AD-BY-AD CREATIVE STRATEGY

GOLF AD

6

The golf tournament advertisement is set up in such a way as to immediately catch the viewer’s attention by drawing their focus to a photo that is relevant to them - someone teeing up on a golf course. The headline has “Let us focus on your finances” in capital, bold letters to immediately cue the audience to the purpose of the advertisement. The subhead works to reinforce the headline and provide a segue into the body copy below. The body copy emphasizes Rollins Financial’s small size and personal attention, and explains to the reader the benefit of partnering with a financial advisor that has these characteristics. The logo is the only piece on the advertisement placed on a white background, allowing it and the contact information below it to stand out.

The color scheme of the ad is meant to complement the colors of Rollins Financial’s logo and allows for a sense of consistency throughout the advertisement.

CREATIVE STRATEGY CONCLUSION

Overall, our creative strategy will effectively communicate what being a Rollins Financial client is like and provide relatable reasons for the audience to become clients. The advertisements all also contain a way to find out more about Rollins Financial and get in touch with the company, as a way to hopefully increase client leads. The advertisements all have consistent messages emphasising the personable characteristics of Rollins Financial. They also maintain a consistent color scheme and similar layouts so that the brand is easily recognizable regardless of which media the viewer is looking at.

7

MEDIARECOMMENDATIONS

MEDIA OBJECTIVES

Create awareness and client leads from the target market through:

Those in need of financial planning assistance may not be aware of Rollins Financial and its services. Differentiate Rollins Financial from its competitors by focusing on the benefits of their small size, personalized service, and in-house tax services.

1.

2.

The golf advertisement and the magazine advertisement are more segmented and focus more on specifically reaching an the target market of 40-65 year olds with at least $50,000-100,000 in assets. The airport ad also reaches this target audience but additionally reaches the secondary target audience - people between the age of 25 and 40 who may not yet have the assets to invest but are still interested in financial planning services. Most of the advertisements chosen focus on targeting Rollins Financial’s primary target audience but we also included a way to target some of their secondary target market to bring in as many new clients as possible.

TARGET AUDIENCE

Due to Rollins Financials limited advertising budget, we wanted to focus on media that would get them the most segmented reach for their investment. Because the readership for Atlanta Magazine are very engaged and intentional, only a few magazine ads may be necessary to get through to readers. These ads will be run twice a year around tax season in order to reach the target market at a time when they need financial and tax services the most. The golf advertisement is limited by the frequency of the event and therefore will only be once a year. During the event itself, however, the ad will be continuous and will be printed in each day’s pairing guide. The airport advertisement will get the most views around holidays when there is a lot of airport traffic, so it will be run 4 times a year for a total of 16 weeks. Each media on its own will be infrequent but all together throughout the year they will be able to reach a large portion of Rollins Financials target audience.

CONTINUITY


MEDIA OBJECTIVES

GEOGRAPHIC WEIGHTING

8

The primary footprint for Rollins Financial’s services include Atlanta and the surrounding metropolitan areas. Our advertisements focus heavily on this exact market. The magazine chosen is Atlanta specific, and the golf tournament chosen for our program advertisement attracts spectators that are primarily from the Atlanta area. The airport advertisement will be seen by travelers coming in and out of Atlanta. While it is true that some of these travelers may not be from the Atlanta area, we believe that the traveling nature of these businessmen may lead them to still choose Rollins Financial in addition to the travelers who are Atlanta residents. People moving to Atlanta may also see the ad so when it comes time to switch to a new local firm, Rollins Financial will be the first to come to mind.

CREATIVE STRATEGY IMPLICATIONS

By advertising across multiple mediums, including specifically targeted magazines, airport dioramas, and golf programs, we will be able to reach a large segment of Rollins Financial’s primary and secondary target market. By planning a scheduling pattern for each individual type of medium, our advertisements will be able to reach the audience at different times throughout the year, ensuring that they are not overwhelmed with all of the advertisements at one time. In addition, by creating a consistent theme and message across all of the advertisements, the ad campaign gains a sense of continuity, allowing the audience to become familiar with the ads and with Rollins Financial as a whole.


MEDIA STRATEGIES

MAGAZINE

MEDIA CLASS: Magazine Ad

MEDIA VEHICLE: Atlanta Magazine

SIZE: Half page (7” x 4.625”) color ad

CONTINUITY: On occasion to boost awareness (twice a year)

EXPLANATION FOR ABOVE CHOICES: Atlanta magazine has 68,341 subscribers, 94.1% of which own their principal residence with an average value of $459,500 and 37% own two or more homes. The average net worth of Atlanta magazine subscribers is $1,209,600 and have a household income of $186,300. These demographics match Rollins Financial’s targeted demographics for clients. The Atlanta Magazine readers are also engaged and consistent readers. 91.9% of subscribers read three or four of the last four issues spending an hour per issue. With just two ads almost all of the subscribers are likely to see the ad at least once. Also because the subscribers spend an hour per issue they are likely reading all of the content if not all of the content. This means they will not just be flipping through looking at images and will probably actually read the ad. Atlanta magazine also has a total single issue readership of 293,454 and reaches a fifth of Atlantans with a household income of $150,000 or more. If Rollins Financial purchases 2 half page ads for $15,770 they will only need to bring in 3 new clients of average profit to break even for the advertising that year. With the high average net worth of atlanta magazine subscribers, the ad is likely to bring in high value clients and could potentially cover advertising costs with even fewer clients. Also because Atlanta magazine has such a highly segmented demographic that matches Rollins Financials targeted demographic, there will not be wasted money advertising to uneligible people. Direct mail would be the other option for this level of segmentation, but with the high price of direct mail and low response rate, Atlanta magazine is a much better option. We chose to go with a half page color ad so that the brand color scheme and logo will be recognizable and the size is big enough for our ad design to fit and still stand out with easily readable font sizes.

9


10

MEDIA STRATEGIES

AIRPORT

MEDIA CLASS: Display Ad

MEDIA VEHICLE: Hartsfield-Jackson Airport

SIZE: 62’’ W x 43” H

CONTINUITY: Flighting. Shown for 4 week periods during November, December, May, and June.

EXPLANATION FOR ABOVE CHOICES: Atlanta Hartsfield-Jackson has, on average, 7,070,553 visitors a month. A majority of these passengers are in Rollins Financial’s target audience, 40-65 (58.5%). In regards to advertising, a backlit diorama has a range of 12,000 to 15,000 impressions per day. In a four week period, this equates to 48,000 to 60,000 total impressions. Hartsfield-Jackson is an international airport, and while Rollins Financial is primarily concerned with local Atlantan customers, 13% of passengers reside in Atlanta. In addition, many travelers at Hartsfield-Jackson (65.3%) are travelling for leisure, meaning they have expendable income and are also possibly interested in having money saved for future travels. If Rollins Financial were to purchase a backlit diorama at Hartsfield-Jackson, the cost would be around $4,000 for a single ad for four weeks, depending on the size and location of the diorama. A strategic placement of this ad could help reach the objective to increase awareness. There are many locations the airport where passengers are required to wait, for example at the baggage claim or waiting for the tram to arrive. Here, they are more susceptible to advertisements. Placing the ad in these locations will achieve more impressions and contribute towards helping Rollins Financial increase their awareness. The ads will be during the busiest times at the airport to get the most possible views. November and December ads will cover the winter holidays while the airport is filled with travelers visiting family and May and June will cover summer break when many people are traveling with the family while school is out.


MEDIA STRATEGIES

GOLF TOURNAMENT AD

MEDIA CLASS: Event Program

MEDIA VEHICLE: Mitsubishi Electric Classic Pairings Guide

SIZE: Full page color advertisement

CONTINUITY: Continuous scheduling pattern throughout the tournament (Friday, Saturday, and Sunday guide)

EXPLANATION FOR ABOVE CHOICES: The Mitsubishi Electric Classic is a golf tournament that takes place in Duluth, Georgia, that is part of the PGA Champions Tour. The Champions Tour is for professional golfers aged 50 and up. Because of this, patrons of the golf tournament tend to be older in age. The ticketed nature of the event, when combined with the average demographics of golf fans, ensure that a large portion of Rollins Financial’s target market will be in attendance. Each day, a pairings booklet is printed and handed out to people as they enter the greens. It costs $6,000 to have a full page color ad printed in all three pairing guides. By printing in each day’s guide, this ensures a high frequency and allows patrons who only attend one day of the tournament to still be exposed to the ad. With an average attendance of 30,000 across the weekend, this leads to a maximum possible gross impressions of 90,000. Because of the large reach of this medium, the cost per thousand ($0.20) and the number of new clients required to cover this cost (a little more than 1) is very low. All this considered, this medium would be very effective in reaching the targeted demographic with little cost to the company.

11


12

MEDIA SCHEDULE

MEDIUMS

AIRPORT AD

HARTSFIELD-JACKSONAIRPORT

MAGAZINE AD

ATLANTA MAGAZINE

GOLF AD

MITSUBISHI ELECTRIC CLASSIC PAIRINGS GUIDE

AIRPORT AD: The airport ad would be during these months because they are around major holidays, which is prime time for travelers.

MAGAZINE AD: The magazine ad would be out during February and August because it would create a balance between the 3 ads, throughout the calendar year, and it would also be the month before tax season (as a reminder) and then again when school starts back and vacations are ending.

GOLF AD: The event takes place in April.


MESSAGE WEIGHT

MAGAZINE AD

REACH: Total readership = 293, 454

FREQUENCY: Twice a year

GROSS IMPRESSIONS: REACH x FREQUENCY 293, 454 x 2 = 586,908

GRPS: (TOTAL GI/TARGET AUDIENCE) x 100(586,908/85,602) x 100 = 685.62 = 686

13

AIRPORT AD

REACH: Average monthly airport visitors is 7,070,553

FREQUENCY: 112 days a year (16 weeks)

GROSS IMPRESSIONS: REACH x FREQUENCY7,070,553 x 112 = 791,901,936

GRPS:(TOTAL GI/TARGET AUDIENCE) x 100(791,901,936/85,602) x 100 = 925,097

2009-2013 ATLANTA DATA47.7% of HOUSEHOLDS MAKE $50,000+179,459 HOUSEHOLDS0.477 x 179,459 = 85,601.943TARGET AUDIENCE = 85,602

TARGET AUDIENCE #S:


14

MEDIA WEIGHT

TOTAL PLAN

TOTAL GROSS IMPRESSIONS:

GI 1 + GI 2 + GI 3 = 586,908 + 791,901,936 + 90,000 = 792,578,844

TOTAL GRPS:

GRP 1 + GRP 2 + GRP 3 = 686 + 925,097 + 105 = 925,888

GOLF AD

REACH: Average attendance for the tournament is 30,000 people.

FREQUENCY: Each program is given to the attendees for free. This leads to a frequency of one. Because a new program is printed each day during the three days of the tournament, there is a total frequency of 3.

GROSS IMPRESSIONS: REACH x FREQUENCY3 X 30,000 = 90,000

GRPS(TOTAL GI/TARGET AUDIENCE) x 100(90,000/85,602) x 100 = 105

OTHERRECOMMENDATIONS

15

EXPO TENT AT MITSUBISHI GOLF CLASSIC

In addition to the pairings guide advertisement, we suggest possibly looking into having an expo tent as well. This would be a 10’x10’ tent located by the 18th hole, course concessions, and the entrance to the greens. The cost for the tent, as well as a basic furniture package (an 8 ft. table and 2 chairs), is $5000. Representatives of Rollins Financial could be present at the booth and engage with patrons as they come up. This would allow potential clients to experience first hand the friendly atmosphere of the company. Rollins Financial could also give basic financial advice and/or pass out a promotional item. A potential promotional item could be a branded tee holder, the cost of which is around $4,255 for 5,000 sets. These promotional items would give potential clients something that they would keep and use, which would serve as a constant reminder of the company.

PAYCHECK ADVERTISING

Advertising on the back of paychecks and paystubs is becoming more and more common. We feel as though this would be a very good opportunity for Rollins Financial to reach potential clients. Because the audience would have wealth on their mind, they would be more apt to truly focus on the advertisement. They would also be more likely to be in need of the financial services Rollins Financial provides. Though the cost and logistics of this are hard to pinpoint because of the new nature of this medium, we feel as though this would be a beneficial strategy for Rollins Financial to look further into.

GROSS IMPRESSIONS: REACH x FREQUENCY3 X 30,000 = 90,000

GRPS(TOTAL GI/TARGET AUDIENCE) x 100(90,000/85,602) x 100 = 105

ArtifactSummary

MyresponsibilitiesforthisprojectincludedcreatingbusinessobjectivesforKredible.com,determiningtheirtargetaudience,analyzingKredible’ssiteandperformanceonGoogleAdwordsinordertoimproveKredible’sperformanceandhelpthebusinessoutrankitscompetitors

KREDIBLESEOAUDIT

NicoleCenter|NabilaJamal|KendallFeaster|JakeMeisner

GOALSANDOBJECTIVESTOFOCUSON

IncreaseBrandAwareness

ImproveOrganicSearchRank

OverarchingGoals ObjecJves

Rankinthetop10organicsearchresultsforatleast3ofthe

suggested“bighead”keywords

Rankinthetop5organicsearchresultsforatleast50%ofthesuggested“longtail”keywords

WHONEEDSYOURSERVICE

Iam…LookingforaCareerChange(CareerAmbi+ous)

Iam…LookingtoStartMyCareer(CareerStarter)

InternalNotesRolesCurrentlyanaccountantGoalsLookingtoimprovedepthandbreadthofskillsetChallengesLackofJmeupdateprofiles,experienceinoneareaDemographicsAgeRange30-50Income$50,000orhigherEduca+onBachelor’sdegreeorhigherFamilyMarried

InternalNotesRolesFinishingschoolandconducJngajobsearchGoalsBecomeemployedinamediumtolargesizedcorp.ChallengesLackofexperience,noLinkedIn,acJveonsocialmediaDemographicsAgeRange18-29Income$30,000orhigher(desired)Educa+onHighschoolorsomecollegeFamilySingle

SEOKEYCOMPONENTS

SEO

SiteAnalysis

KeywordResearch

ResultAnalysis

ContentWriJng

WebsiteCode

BacklinkBuilding

Indexability Accessibility

Strengths 1.  Only6BrokenLinks 1.  CompaJbility2.  PageCacheTest3.  SpeedTest4.  CleanUrls5.  AppropriateDomainLength

Weaknesses 1.  IneffecJveMetaData2.  No<h1>or<h2>Tags3.  NoSiteMapFile

1.  PageObjects2.  IPCanonicalizaJonTest

SITEANALYSIS–AREASTOIMPROVEIN

OnPageRanking

DomainAuthority

•  21/100•  LowpotenJaltorank

foragivenkeyword

PageAuthority

•  29/100•  Lowstrengthofan

individualpage

OffPageRanking

Backlinks •  Lownumberofbacklinks

•  Lowersoverallauthority

SocialMediaPresence

•  LowsharescomparedtocompeJtors

•  Google+notuJlized

KEYWORDSTOCOMPETEFOR

COMPETITIVEANALYSIS

Forbes Kredible BrandYourselfMetaData IncludesmetadescripJon

Noprimarykeywordsinmetatag

NometadescripJon

Noprimarykeywordsinmetatag

Nocompanynameinmeta

descripJon

IncludesmetadescripJon

KeywordsincludedinmetadescripJon

PageAuthority 91/100 29/100 67/100

DomainAuthority 95/100 21/100 60/100

Indexability 7,550,000indexedpages 43indexedpages 37,000indexedpages

Backlinks 171,297backlinks 7backlinks 5,648backlinks

SiteTraffic 80esttrafficscore 39esttrafficscore 59esttrafficscore

SocialMedia

PresenceHigh Low High

SpeedTest 1.37seconds .86seconds .05seconds

OVERALLRECOMMENDATIONS

• Includekeywordsin:• ShorterJtletag• MetadescripJons• <h1>and<h2>tags

• Createsitemapfile

KeywordUsage

• Increasecredibilitythrough:• LinkingmorecontenttoKredible’spage•  Increasingthenumberofbacklinksfromreputablesources

PageAuthority&DomanAuthority

• UJlizeplatormsinmoreengagingways• EncouragesharingandposJngonplatorms

SocialMediaPresence

Feaster Portfolio

Documents

Transcript of Feaster Portfolio