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Hi! I’m Brittany Beatty. I received a BA in

Marketing Communication from Columbia

College Chicago May of 2013.

I’m a passionate, results-driven, strategic

thinking marketing student seeking a work

environment that can benefit from my

business-building skill set.

I enjoy the fast-paced world of advertising

and what it has to offer. In advertising, I

believe we are truly making the consumers

life more convenient, one brand at a time.

TABLE OF CONTENTS Resume P. 4

Overview P. 5

National Student Advertising Competition – Glidden Paint at Walmart P. 6-7

Collegiate Effie MINI USA - Brand Challenge P. 8-9

Food photographer, Stephen Hamilton - Consultant Work P. 10-11

Study Abroad Program – Draft FCB, NIVEA Account P. 12

Häagen-Dazs – Brand Extension P.13-16

Credits P. 17

Contact Me P. 18

FULL DECKS AVAILABLE BY REQUEST OR ON www.brittanyabeatty.com

These are only high-level overviews to serve as a guide.

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BRITTANY A BEATTY

1130 S. Michigan Ave. 2606, Chicago, IL 60605 | | C: 309.696.3186 brittanyabeatty@gmail.com Education

BA, Marketing Communication - Cumulative GPA 3.9 May 2013 Columbia College Chicago - Dean's List (3.9+GPA)

President of AdClub, Columbia College Chicago Collegiate Chapter of the AAF Executive board member of Columbia College Chicago AMA Collegiate Chapter

Experience

Strategic Planning Intern Jan 2013 to Apr 2013 G2 Worldwide - Chicago, IL

Tasked to create confidential resource decks relating to consumer, retailer, product/service and/or BIC data

Account Planner Jan 2013 to Mar 2013 Colligate Effies - Chicago, IL

Created a strategy for MINI USA to increase brand awareness among 18-24 year olds via social media platform engagement, while also leading to a sales increase

Consumer and Industry Research Intern Sep 2012 to Nov 2012 SapientNitro - Chicago, IL

Experience working on research briefs tasked to create confidential resource decks relating to consumer, industry, product/service, and/or BIC data

Marketing Consultant Sep 2012 to Nov 2012 Stephen Hamilton Inc - Chicago, IL

Won popular vote, and client selection during pitch on our marketing plan to create awareness for Who's Hungry, in turn increasing subscription to the magazine

Account Management · Sep 2012 to May 2012 NSAC - Chicago, IL

Developed an integrated, multi-platform marketing effort for three different customer segments with a $10 million budget · Increased awareness and consideration of Glidden Brilliance Paint at Walmart

Study Abroad Program Jun 2012 to Jun 2012 Praha, Czech Republic Domov Sue Ryder

Created a marketing plan with students from the University of Economics to increase donations

DraftFCB - Nivea Account Developed a BTL marketing plan to launch NIVEA for men aftershave splash in the Czech Republic/Slovakia markets using key consumer insights

Accomplishments

Third place in division of AAF National Student Advertising Competition Placed in top 10 for nationwide Collegiate Effie MINI USA Brand Challenge AAF Alpha Delta Sigma Honor Society Student Representative for Marketing Communication Department at Open House

Tools/Software

Proficient in: Microsoft Office, Kantar Retail, Simmons, ShopperScape, MRI+, Mintel Oxygen, Sysomos Social Media Tracking, and Sales Force

Used: P2PI, Progressive Grocer, Gartner, Forrester, eMarketer, EuroMonitor, ComScore

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CHALLENGE OF AAF NATIONAL STUDENT ADVERTISING COMPETITION?

BUILDING AWARENESS AND CONSIDERATION FOR GLIDDEN PAINT AT WALMART STORES FOR THREE DIFFERENT CONSUMER SEGMENTS

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HOW? Integrated,

multi-platform marketing effort

CAMPAIGN PARTS •  Heavy primary and secondary research

•  Quantitative/qualitative consumer research

•  Segmentation study

•  Re-positioning

•  Creative brief

•  Shopper marketing innovations

•  Strategic partnerships

OUTCOME?

Placed third in our division at the AAF National Student Advertising Competition after completing a plan book

(available on website) and pitching to client

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THREE WALMART SHOPPER

SEGMENTS

POSITIONING

QUANTITATIVE/QUALITATIVE FINDINGS

We interacted with over 1,500 people within our Glidden Walmart segments nationwide. Fielding primary research on and offline.

Positing Glidden as the brand that is present before, during and after the painting process. Glidden needs to build a relationship with people, not a painting fling.

STRATEGY

Life’s best fixes are often the unexpectedly easy ones. True brilliance lies in the ease and simplicity. Our campaign is all about creating connections between segment values and what Glidden is all about. Discover Brilliance

CHALLENGE OF COLLEGIATE EFFIE MINI USA BRAND CHALLENGE?

CREATE A STRATEGY FOR MINI USA TO INCREASE BRAND AWARENESS AMONG 18-24 YEAR OLDS, WHILE ALSO LEADING TO A SALES INCREASE

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HOW?

DIGITAL AND EXPERIENTIAL ENGAGEMENT WITH THE TARGET

CAMPAIGN PARTS

•  HEAVY PRIMARY AND SECONDARY RESEARCH

•  Quantitative/qualitative consumer research •  SYNDICATED DATA ANALYSIS

•  MEDIA STRATEGY

•  GUERILLA MARKETING

•  SOCIAL MEDIA STRATEGY

OUTCOME?

PLACED IN TOP TEN NATIONALLY

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CLICK TO VIEW VIDEO REEL IF VIEWING PDF VERSION PLEASE VISIT HTTP://WWW.BRITTANYABEATTY.COM/COMPETITION-WORK

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CHALLENGE FOR STEPHEN HAMILTON INC.? DEVELOP A MARKETING PLAN TO CREATE AWARENESS FOR WHO’S HUNGRY, IN TURN INCREASING SUBSCRIPTION TO THE MAGAZINE

HOW?

VIA SOCIAL MEDIA PLATFORM ENGAGEMENT WITH OUR TARGET AUDIENCE. GIVING THEM THE OPPORTUNITY TO TRAVEL BY FOOD

SOME OF WHAT WE DID

•  Heavy primary and secondary research

•  Quantitative/qualitative consumer research

•  SWOT/PEST

•  Social media strategy

Outcome? Won first place client choice during pitch

Won first place popular vote by the class

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FINDINGS FROM SWOT/PEST:

Use stephen hamilton’s strength of travel cuisine photography, (while being aware of the threat of printing cost) and keeping in consideration

the weakness of little ROI

THE OPPORTUNITY:

•  Obtain a cookware sponsorship within the magazine

•  Create brand advocates with the tech savvy foodies to share content

•  Tap into the current trend and growing industries by:

Traveling through food

TACTICS: •  WHO’S HUNGRY APP

•  E-MAIL MARKETING

•  HEAVY SOCIAL MEDIA MARKETING

•  PRIVATE FOOD PHOTOGRAPHY CLASSES

•  SPONSORSHIP WITH COOKWARE COMPANY

•  EVENTS IN TOP FOODIE CITIES

CHALLENGE OF NIVEA? Create a BTL marketing plan to launch nivea for men’s aftershave: splash

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HOW?

Used key consumer insights to increase awareness of the product to both the czech republic and slovakia market

MESSAGE OVERVIEW

Elevating social and professional lives is what men fantasize about, and nivea splashes you into that fantasy

CAMPAIGN PARTS •  Guerilla marketing

•  Travelling “Taurine Team” with QR codes

•  Social media challenge with well-known bloggers

•  Lounge, Auto Show sponsorships

•  In-store/POP tactics “splash-light”

CHALLENGE OF HÄAGEN-DAZS? RAISE BRAND AWARENESS, WHILE BOOSTING SALES, APPEALING TO A

YOUNGER DEMOGRAPHIC

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How? Through an extension of a new flavor and reinvention of packaging Campaign parts •  Ethnography •  Netnography

•  Trend/brand/competitor research

•  Qualitative

•  Project techniques •  Quantitative Outcome •  Based on research we found a need

in the market for this product related to our target demographic OVERALL NEUTRAL BRAND

NETNOGRAPHY SENTIMENT

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HÄAGEN-DAZS

•  HHI $75,000-149,000

•  WHITE, FEMALE 35-44

EDY’S/DREYER’S •  HHI ABOVE $100,000 IS MORE LIKELY

TO BUY DREYER’S/EDY’S

•  WHITE (NON HISPANIC) MAJOR BUYING GROUP

•  AFFLUENT/SUBURBAN SPREADS

•  AGE 65+, SENIOR COUPLES

KEMPS

•  COSMOPOLITAN CENTERS

•  AGE 35-65+, INDEPENDENT SINGLES

BEN & JERRY’S •  HHI ABOVE $100,000 IS MORE LIKELY

TO BUY BEN & JERRY’S

•  WHITE (NON HISPANIC) AND BLACK (NON HISPANIC) MAJOR BUYING

GROUP

•  COSMOPOLITAN URBAN MIX

•  AGE 45-54

COMPETITOR DEMOGRAPHIC

FINDINGS USING SPECTRA/MRI+

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Ethnography of Target Demographic

PINKBERRY STORE VISITS •  Male dominant, mid-30’s

•  Single or in groups with no children

•  Always adding toppings

BUBBLE TEA •  Alone pairing tea with a snack

•  Friends shopping in groups along street

IN-STORE FINDINGS •  Jewel Wabash Ave., Chicago

•  Aisle is scanned quickly

•  First noticed flavor then price scan of competitors

•  Single females mid 40’S

IN-HOME VISIT FINDINGS •  Target demographic prefers ½ fat

because of taste

•  Wants healthy choice that is good for them

•  Prefers toppings when at stores, but not in-home because of product offerings

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PROJECTIVE TECHNIQUE

When you drink tea what do you think

•  ….I need a break

•  … Relaxing

If Häagen-Dazs was a holiday it would be

•  Like Christmas (overwhelming same response)

Focus group

•  “frozen yogurt is just better with stuff in it.”

OVERALL FINDINGS:

New frozen yogurt flavoring: tea

New packaging with toppings

•  Successful trend for demographic

•  Interested in brand with new product innovation

•  Interested in new flavor line

•  Tested with small focus group the product flavoring

•  Implement the new product packaging of toppings for frozen yogurt

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MINI USA Brand Challenge:

CREDITS

Matt Magnino – Art Direction Justin Sanchez – Copywriter

Alison Shore – Account Management Brittany Beatty – Account Planning

National Student Advertising Competition:

Claudia Alpert, Matthew Case, Gerry Chak, Mellisa Laws, Madeline Marret, Paul McCormack, Suzie Miller, Daniel Nichols, Kelly North, Melanie Pruitt, Stewart

Quarles, Jessica Schmidt, Rachael Swogger, Vinh Tran, Julia Trieschmann, Kerri Walsh, & Maria Zavala

Stephen Hamilton:

Simona Giulio and Jennifer Tran

NIVEA:

Jennifer Tran, Grace Bishop, Sidney Lim and Dick Joseph

Häagen-Dazs:

Simona Giulio, Dillon Breslin, Liu Lu, and Kelsey Kucik

CONTACT ME!

BRITTANYABEATTY@GMAIL.COM

LINKEDIN.COM/IN/BRITTANYABEATTY

@BRITTANYABEATTY 18

WWW.BRITTANYABEATTY.COM