Advertising PortfolioKimberly Federics

About MeHello, and welcome to my portfolio, my name is Kimberly Federics. I was born April 24, 1987.

I graduated from the University of Oregon with a degree in Journalism and Communication, my focus was Advertising and Business Administration.

Advertising is more than just a passion; it’s a reflection of life and culture that captivate all of us. I bring innovation, and creative solutions to the advertising world. I am an Account Manager.

On my free time I love to create artwork, watch movies, enjoy the outdoors, and volunteering.

IndexAdvertisements • Honda Insight

• Alzheimer’s Association

• Lane County Animal Regulation Adoption

• Baskin Robbins International

Creative Briefs • Burberry

• Dove

• Friendster

• The Fashion Channel

• G.I. JOE

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Creative Briefs

Creative Briefs

BurberryCreative Brief

Finding an innovative way to advertise to a complex and diverse target market. Correctly addressing the market will aid the brands stability and reputation as a versatile and classic commodity. Connecting with the target market of men and women ages 25-45, while maintaining and exploring, older and younger target audience members. Burberry has humble beginnings and has withstood the test of time, being trademarked since1920; the brand is now worth around 600 million pounds. Burberry has a place in history, royalty and celebrity lifstyles. Consumers want to hear about Burberry’s quality and finesses as a timeless classic.

The Brand Burberry’s quality and finesses as a timeless classic. Burberry is an accessible luxury. Originally, Burberry became popular by their waterproof coats. The tone of voice for Burberry is sophisticated, professional, successful, friendly and sharp. The brands personality would be a 35-year- old bachelor who works at a financial firm. He takes his work seriously but also enjoys having a good time. He enjoys reading The Economist, golfing, traveling and sailing. His dislikes include things that are not organized, and cheaply made products.

The Challenge An opportunity with Burberry is its pervasiveness.Maintaining and as well as reaching its large target market. Results should be measured in an increase in market share, especially, in accessories and apparel. Communication could be delivered through a platform accepting of all its potential markets, and cautions not to alienate its current target market.

The Strategy Burberry is a fun timeless classic it has a place in significant historical events. This should be emphasized. The brand was used in World War 1, they invented gabardine, and it has been popular among many public figures such as Audrey Hepburn, Peter Sellers and King Edward VIII.

Practical Considerations Finding an innovative strategy to incorporate younger and older audience members. Burberry needs to have a proactive approach of delivering its message. As well as possibly running duel campaigns to effectively reach its markets. A mandatory is that the check pattern must not be tampered with and the logo should not be changed. 1. The business’ biggest issue is diversification needs to be stronger. 2. The marketing problem is it needs to have multiple campaigns that don’t conflict each other but have different messages. 3. The brands ambition is to be modern and classic. 4. The role of communication will be to strengthen its core target market and increase awareness.

DoveCreative Brief

Successfully market its product and triumphantly compete with previous market strategies. Dove’s target market is women ages 25-35 looking for a product that not only fulfills a need but cares about its consumers. Being known for its moisturizing qualities, Dove must be seen as a superior cleansing product.

The Brand From its origins it has taken a completely different product position than other leading brands. Dove cares more about its clients. Its tone of voice and personality is sensitive, caring and motherly. The brand could be compared to a woman age 27 who enjoys watching movies, chocolate and crafts. Her dislikes would include wrestling and manual labor.

The Challenge Dove has situated its product as a spokesperson for women empowerment. The brand should revitalize its target market with a new message as powerful as the prior. Engaging current audience members by with a strong campaign that focuses on what the product can do for them and includes the brands emotional appeal.

The Strategy Showing consumers Dove cares and has something different to offer. Demonstrating that it is a leader in skin care, initially Dove was created for the military to treat burns.

Practical Considerations Finding a new niche and delivering a new messagewithin their product line. A mandatory is Dove’s logo stays the same. It must also creatively address Dove’s sponsorship (community involvement) without tiring its previous campaign. 1. The business’ issue is now it has placed itself among real beauty. It must sustain community involvement. 2. The marketing problem is Dove needs to be careful with its market share. 3. The brands ambition is to be feminism. 4. Appropriate communication will help build a newly targeted lasting campaign.

FriendsterCreative Brief

Finding a unique niche is essential. Its product has to offer something superior and different to other social media networks. The brands tone is friendly, social, innovative and fun. The brands personality fits well with an 18-year- old woman who belongs to multiple social online communities, enjoys writing and learning. Some of the brands dislikes would be MySpace, dating websites and fakesters.

Challenge: Friendster has to compete with other larger more successful social networks. The brand is continuously investing and trying to keep up with other networks while it still hasn’t addressed its own functional issues. Innovation is something the brand has to acknowledge as a serious goal before advertising.

Strategy: Developing a target market to facilitate activity and interest. There needs to be tailoring of application to users needs. Central thought for Friendster is it’s a social media network for real people, and friends.

Practical Considerations: The brand must discover a strong position in its market. Friendster must be cautious to implementing technology that might not be proficient, it must also choose wisely on how to combat negative PR. A mandatory for Friendster is the logo and brand design must be changed. This will illustrate that Friendster is improving. 1. Friendster is facing problems with financial security for failed investments. 2. The marketing problem is it has more negative than positive press and there is no strong target market. 3. The brand problem is it doesn’t offer innovation. 4. Communication is important to Friendster, it will help facilitate positive brand recognition. Friendster’s most valuable market share is international; it needs to find a successful place within the United States market share. Targeting men and women ages 25-35 might be a good market share because many younger users have other social networks. Its most impressionable users are its long-term established consumers. An advantage is Friendster was one of the first social networks and it can be intuitive and unique.

The Fashion ChannelCreative Brief

The Fashion Channel (TFC) is losing revenue through ratings and other advertisers investments. Creating awareness is a primary goal. TFC target audience is women age 18-34. These women enjoy shopping, luxurious items, celebrity news, and exercising. Some dislikes include messes and fishing. The brand is new to the industry; it has good potential to reach a younger target audience.

The Brand Providing its consumers with continuous broadcasting of all topics regarding fashion. They believe fashion is a focal point for everyone’s life. The channels tone and personality reflect an up-beat and moderately youthful demeanor. Its personality can closely be associated with a 21-year-old woman who frequently reads Vogue and is passionate about fashion designers and shopping.

The Challenge Struggling to maintain its audience share due to competition of industry leaders. It also is unable to reach total viewership by being featured on cable. To realistically compete in its market, increasing ratings by an overall of around .7 needs to happen. Engaging viewers with programming so other advertisers will be more intrigued to consider TFC. Communications role must be tailored to the viewers needs.

The Strategy Ultimately, TFC should be the primary guide to fashion. If TFC is seen as a more accessible expert it will have consumers talking.

Practical Considerations The brand must maintain its current viewership, while developing a strong target market. Communication can help to strengthen and create awareness. People are most likely to get involved with communication via the Internet and among friends. A mandatory for the brand is it must keep one element of its logo. 1. TFC is competing against well-established industry figures. 2. The target market isn’t large enough. 3. The brand fears losing its’ target market so it doesn’t attemptdiversification. 4. Communication’s role is to reinforce and expand TFC’s image.

G.I. JOECreative Brief

Reaching a higher potential market to increase revenue. G.I. JOE has been an established American icon since the 1970’s and has the versatility to break through various avenues of entertainment. The brands personality fits well with an 8-year-old boy who likes action, explosions, exploring and playing games. Some of the brands dislikes would be fashion, tea parties and Barbie.

Challenge: The product cycle within the toy industry is becoming shorter.G.I. JOE continuously invests and competes with other more popular forms of entertainment. Lastly, some boys may have difficulties playing with dolls because they lack a detailed story line.

Strategy: To bring about interest within G.I. JOE’s target audience by exploring other entertainment possibilities such as film and video games. Central thought for G.I. JOE is it is an American classic, appropriate for several age groups.

Practical Considerations: The brand must be cautious in choosing its venues of entertainment, if the market becomes to saturated consumers in its core audience may lose interest. However, diversifying its venues is good option because video games are becoming more popular with lower age groups. A mandatory for G.I. JOE is the brand must include its heritage, or year of production within the advertisements. This willhelpremindtheaudienceofG.I.JOE’ssignificanceinAmericanculture. 1. Hasbro faces problems with losing its target demographic because of a change in consumer’s priorities through other forms of entertainment. 2. The marketing problem is it may ineffectively target its market by over saturation. 3. Hasbro’s branding problem is the product might be seen asonlyforaspecificdemographic. 4. Communication is vital to G.I. JOE’s long-term survival; it should be facilitated through non-traditional and traditional media. The most valuable audience members are boys’ ages 5-12. Its most impressionable consumers are between the ages of 5-6. Culturallyboysareinfluencedtoidealizeheroesandsoldiers.HasbrohastheadvantageofanAmericansocietyatwartofurtherpopularizeG.I. JOE.

Kimberly Nicole Federics541.954.0245.kimnfederics@gmail.com. www.kimnfederics.com

Education: University of Oregon, Eugene, OregonBachelor of Science in Journalism and Communication, Graduated December 2009, Concentration in Advertising.

Charles H. Lundquist College of BusinessMinor in Business Administration

Languages: Five years of academic Spanish American Red Cross, CPR CertifiedforChildandInfantCPR.

Course Highlights: Advertising Campaigns, Agency Account Management, Communication Economics, Communication Law, Creative Strategist, Economics, Finance, Financial Accounting, History of Latin America, Management, Managerial Accounting, Marketing, Mass Media and Society, Spanish, Understanding Contemporary Media, Visual Communication Mass Media, and Writing Design Concepts.

Media Related Experience:Advertising Campaigns Course, Head of Advertising Department for Capstone Program•Leadingteammembersandcollaboratingwithotherdepartmentheadstoachievecampaigngoals.•AllocatingandManagingtheadvertisingbudget.•ConductingweeklyreportstoHonda.

Alzheimer’sAssociation,TeamCaptainforDucksforaCureandStageManagerforthe2009Alzheimer’sAssociation Memory Walk•InitiatingandcreatinganadvertisingcampaignforthefirstannualAlzheimer’sAssociationCharityEvent.•Helpingtoraise$71,819forAlzheimer’sresearch.•Facilitatingset-upandproductionasStageManager.

Ethos, Advertising Representative •Providingadvertisementopportunitiesforastudentrunmulti-culturalmagazine.•Helpingtobuildbrandbycommunicatinglocalbusinessesandcampuslife. Chambers Communication, Production Assistant•Productionfornightlyandweekendsportsspecialsat“KEZI9NEWS,”anABCaffiliate.•Broadcastinginafastpaceddeadlineorientedenvironmentwhileutilizingproductioncomputers,camerasandaudio boards.

Oregon Toxics Alliance, Webmaster •Filteringallwebsitecontentwhilekeepinginformationcurrentbyupdatingthewebsite’slayout,dataandphotos.

South|Tech, Website Designer•Designingwebsitelayoutsandgraphics.•Recruitingandcollaboratingwithateamofstudentsandclientstoaccomplishgoals.

Philanthropic Service Leadership:

Kids’ First, Childcare Volunteer•Educating,supportingandencouragingchildrenwhoarevictimsofabuse.Awarded,May25thforappreciation and commitment.University of Oregon Ambassador Program, Senior Student Volunteer•Assisting,educatingandrecruitsfuturestudentstotheUniversityofOregon.Rent-a-Pooch, University of Oregon Student Volunteer•AcampusfundraiserfortheOregonHumaneSociety,participantscanlearnaboutadoptablepetswhilespending time with them. University Day, Participant •AprojecttobeautifytheUniversityofOregoncampus.Relay For Life, Alpha Phi Team Member•Acampusheldovernightwalk,andcamp-outeventfortheAmericanCancerSociety.Alpha Phi, Director of Philanthropy•Motivatingmemberstobecomeinvolvedincampusphilanthropicevents,whilebuildingcommunicationandworkingwithmultiplefraternalorganizations,aswellasdevelopingannualfundraisingopportunities.Food Rescue Express, Food Bank Volunteer•Providingindividualsandfamilieswithfoodfromlocalbusinesses,andrestaurants.

Field Experience: 05/11-07/11Anonymous Content, Temporary Receptionist•Managingincomingcalls,e-mails,messengerservicesandassistingwithothergeneralofficeduties.09/10-01/11Echo Lake Entertainment, Development Intern•Workingasaaliasonbetweenclientsandexecutives.•ReadingthreetofivescriptsweeklytoparticipateindevelopmentmeetingswithPresidentDougMankoff,Executive Vice-President Andrew Spaulding and Head of Echo Lake Management Mike Marcus.•Generalassistantduties’includingrollingheavycallsusing“InEntertainment,”deliveringconfidentialmaterialtostudiosandorganizingofficeduties.09/10-01/11The Walt Becker Company•WorkingdirectlywithDevelopmentExecutiveAndrewBernsteinandVicePresidentofTelevisionSeriesDana Dubois on script development.06/05-08/05Mediation Northwest, Clerical •Creatingadatabasetofacilitatepaperlessservice,whileoverseeingcompanyforemployerduringleaveofabsence.

Customer Service:03/11-CurrentWalt Disney Parks and Resorts, Entertainment Department, Character Imagining-Pageant Helper•Facilitatingmemorableexperiencesthroughexceptionalguestservice.•Providingeachguestwithauniqueinteracting.•Upholdingcompanystandardsandlegacy.06/04-08/06Mexican Mission, Customer Service •Managinganoutdoorrestaurantduringthesummerseason.•Ensuringproductqualityandcustomersatisfaction.

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