Kaleena Qualls

Professional Portfolio

Events

Research

About Me

INDEX

References

Brands

Multicultural

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B.S. Psychology, M.A. Advertising

3 years B2B AND B2C experience

CORE COMPETENCIES

Project Management

Experiential Marketing

Strategic Planning

On-Site Activation

Tour Management

Multicultural Marketing

Event Coordination

Alltel

Mi Círculo, Mi MúsicaEvent:

Based on regional research and cultural expertise, Jack Morton Latino created

a music event around Alltel’s “My Circle” brand positioning titled, Mi Círculo, Mi

Música (My Circle, My Music).To Build brand recognition and retail traffic

among influential young Latinos in Southwest Texas, Alltel Wireless put on a

series of culturally relevant live music events.

Major Activation Details:

•Live music

•Pop up Store

•Karaoke contest

•Brand ambassadors

•shared information about the newest Alltel services

•snapped, printed and blue toothed guest pictures to four large screens

above the crowd.

• Free concert ringtones were also available for downloading while mobile

brand ambassadors mingled with the 3,200-person crowd conducting one-on-

one demos with Alltel.

Event:The Urban Music Festival is a large scale community-oriented celebration of urban culture and music event that takes place in Austin, Texas during the time of The Texas Relays. A cultured family-centric venue packed with the greatest food, fun, and music.

Major Activation Details: • Live Musical Performances• Local Vendor Marketplace• Local Cuisine• Arts and Crafts• Kidciti Interactive Village

Urban Music Festival

11

The Army Strength In Action Mobile Tour travels to

different national and local events in order to provide an

interactive environment for Army Recruiters to find

prospective candidates to go into the Army. The tour is

comprised of registration, and a choice of themed

elements: Fitness Element or Rockwall, Robotics

Element, Defender Element, ROTC Leadership

Challenge, Aviation Element, and Dog tags.

U.S. Army

Strength In Action Tours

MULTICULTURAL

• In response to the outstanding job that Jack Morton did for Alltel Hispanic, the client asked to see some ideas for events that would help them to drive retail traffic and raise sales in their key African American Markets. I Headed up the research that was done to gain insight into African American Market and Consumers and developed the presentation for the clients alongside my fellow associate. We developed some ideas and outlines for several event possibilities for Alltel to execute in their top markets.

• The U.S Army participates in Historically Black College University Classic (HBCU) games and weekends as a way to leverage cross promotional opportunities in select markets. As the games are an integral part of the environment at the HBCU’s it serves as a culturally relevant touch point to connect with African American influencers and prospects as well as an opportunity for the Army to deliver their messaging to the African American community. At the events I supervised the collection of leads and pledges of support at the school pep rally, step show, battle of the bands, tailgating area and football game.

• Jack Morton Latino was challenged to review the Multicultural Event Strategy for the African American and Hispanic guests for 2010 - 2011 and provide ideas, insights, and recommendations on where Target should be. Objectives included further positioning Target as the premier retail destination for the multicultural guest through cultural connectivity, and enhancing the company’s reputation within these communities. I assisted in creating authentic programs and event strategies that would allow the brand to create an emotional connection with Hispanic and African American guest in an effort to build loyalty.

RESEARCH

While at Jack Morton Detroit I worked on an African American communications strategy for Jack Morton to use internally. It was focused around the various segments within the African American Market and best practices on ways to engage them, as well as suggestions for future steps for the agency in gaining multicultural business. Here are some of the key points that were included.

African American Communications Strategy

•Uncovered Truths•Key Consumer Insights•Market Profile•Changing Demographics•Media Landscape •Segments•Passion Points

• The identity of the Black African American market in the past has been expressed through the perspectives of others and been treated as a monolithic whole.

• Understanding the texture, depth, and richness within the African American culture brings a fresh perspective on how to shape the experiences of the consumers by “Illuminating the diversity” that exists within Black America.

• In doing so it is evident that a sophisticated mix of marketing communications is required.

Key Findings

Engaging Black Consumers

Interaction- Interaction with the brand through samples, trials, demonstrations and experiencesgo a long way. It’s a common black cultural practice for influencers to talk about something they have seen, done, and /or heard with others.

Authenticity-Brands have to be transparent about their intentions. There is heightened sensitivity on whether or not blacks are being told something or being sold something. The experience and brand ambassadors have to authentically connect the community.

Cause for the Community-Blacks are more receptive to brands that have a cause and/or work to be a positive solution towards the community’s advancement. Companies that create a genuine connection with the African-American market do more than lip service at events and actively get involved to make a difference.

Individuality & Solidarity- Simultaneously promote individuality within the context of group solidarity and membership. Encourage personal style and expression, and how the individuality helps to uplift the community at large. There is no “me or I” without a “we or an us”.

BRANDS

Account Management

Event Marketing

Account Planning

Multicultural

Abbott

U.S. Army

Target Alltel

Urban Music Festival

BombardierFlexjet

Cadillac

MARKETING COMMUNICATIONS SKILL SET

Jack Morton

REFERENCES

INTEGRITY1. Firm adherence to a strict code of

moral, ethical or artistic values, incorruptibility, 2. An unimpaired

condition, soundness, 3. The quality or state of being complete or

undivided, completeness.,

“Kaleena was a great addition to our team at Momentum. Always ready to learn, Kaleena approached each assignment with integrity and understanding our client's goals in mind. Kaleena was required to work with a diverse number of programs within my group. Kaleena's style was one to adapt (quickly) to different management styles, and always achieved our goals that were established for her. She was also proactive in seeking out additional responsibilities, which was much appreciated. She was only with us for 6 months on a Fellowship program, but they were a solid six months, for all parties involved. Kaleena will succeed in any opportunities that are presented to her!”

Tom Boccuzzi,

Senior Vice President, Group Director, Business Leadership

Momentum Worldwide

RESILIANCE1. The capacity of a system to tolerate disturbance without collapsing, 2. To

withstand shocks, 3. To rebuild itself when necessary, and to improve itself when

possible..

“I had the luck to work with Kaleena on a project in which she was tasked to research and co-write a presentation. I was very impressed with her thorough research and extremely well-written presentation. In addition, Kaleena presented with confidence to colleagues, supervisors, and even clients. Not only was she a confident presenter, but she also knew her information inside and out and was able to answer every question that was thrown her way without hesitation. I love working with her because of her attention to detail, excellent research and presentation skills, work ethic, and attitude in general. I would consider myself lucky to have Kaleena on my team.”

Julie Smith

Account Manager

Jack Morton Worldwide

GENUINE1. Possessing the claimed or attributed

character, quality, or origin, 2. Not counterfeit; authentic, 3. Real.

“Kaleena worked with me on the 2007 Urban Music Festival as the Volunteer Coordinator. Being that it was only the second year of this event, Kaleena proved to be a dedicated and essential member of the team. Her primary responsibilities were to organize and manage over 200 volunteers among other things, and with little to no direction she demonstrated incredible initiative and leadership in doing so. Throughout the planning process and during a series of unfortunate events on the days of the event, Kaleena remained calm under pressure. Kaleena is an honestly genuine person, and consistently demonstrates a strong work ethic and commitment to success. I believe Kaleena exhibits many of the qualities that are essential in managing events and feel confident that she will serve as an integral member to any organization.”

Donell CreechPresident

Griotmedia