Case studies from my experience in the Account Planning Bootcamp at Miami Ad School

1. Li
A
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cc R
ou o
nt ge
Pl
an R
ne s
r

2. My first “real” roller coaster ride consisted of holding back the urge to vomit while
waiting in line, hesitantly strapping into the seat, and immediately having a panic
attack resulting in tears and a serious hit to my dignity. By the way, i was 22.
Needless to say, i suRvived this hoRRifyiNg expeRieNce, got off the
ride shaking and sweating, only to surprise myself by saying “which one are we
doing next?” that’s pretty much how my life plays out on a daily basis. Well, not
really the shaking and urge to vomit, but the crazy highs and lows that somehow
keep me looking for the next ride.
this is what planning is all about. understanding the complexities of the human
spirit that some days brings us up, some days brings us down, and some days brings
us upside-down. that desire to get on the next ride, and what we overcome to get
there. What motivates and inspires us to get in line. And what ultimately allows us
to fight through our fears and enjoy the ride.
the following three case studies highlight my experience in the Miami Ad school
Account planner Bootcamp. they’ll show you how i learned to discover real
problems, and get my creatives to come along for the ride. how i connected with
the people that bring brands to life, and discovered what thrills them. And how i
ultimately used those insights to keep our consumers strapped in.

3. y
RAL LiBRAR
oLis ceNt
MiNNeAp

4. situAtioN
In May 2006, Hennepin County invested in the education of its residents with a brand new
MiNNeApoLis
ceNtRAL
library. Since then, the Minneapolis Central Library has consistently seen increases in usage.
We were asked to reinforce this trend by creating a new campaign promoting the library.
Problem:
LiBRARy
Although not immediately apparent, through some digging we were able to uncover an
area of opportunity to further increase usage. We found that area families underestimate the
benefits of making weekly visits to the Minneapolis Central Library. Parents and their kids are
busier and more active than ever, but a trip to the library is rarely
considered as a part of their routine.
Objective:
Our campaign shows families why trips to the library are valuable experiences for both
parents and kids. Once we can get them in the library, they will continue to visit due to a
natural cycle created by checking-out and returning books.
Target:
Communicating with both parents and their kids younger than 12 is essential to getting the
whole family on-board for visiting the library. We will be delivering our message to families
living within 30 miles of the Minneapolis Central Library.
Competitors:
Other family activities such as playing at a park, swimming at the local pool, a day at the zoo
or amusement park, and at-home activities like video games, building forts, and chores rule
their lives. The library has the advantage of being a safe and educational environment, away
from home and multi-tasking.
iNsights
The Consumer:
Parents constantly feel burned out from multi-tasking. With chores, bills, and entertaining the kids, life can get overwhelming. Mom and Dad feel guilty turning to
TV and video games as distractions. They say the library provides an opportunity for undivided attention with their kids, but when we observed their actions, they
were really finding seclusion and allowing their little ones to roam independently.
Kids always want to be older than they are, have the responsibilities that are just out of reach. They get dragged to the grocery store and along on other errands,
constantly having their hands smacked away from whatever they grab. They wish they had a credit card just like the one Mom uses at the check out. And in a perfect
world, they would get to make the shopping list.
The Brand:
With a large collection of children’s books, patient and helpful librarians, attentive security guards, and a selection of comfy couches and chairs, the library is the
perfect place for parents to get a break from the constant chaos in their lives. They can forget multi-tasking, feel guilt-free keeping their children content with
books, and zone-out knowing that they are in a safe environment. Kids get excited about space to roam, the freedom to choose their books, the responsibility of
holding onto their very own “credit card”, and a shopping trip that is all about them.

5. stRAtegy
Positioning Statement:
Parents get a break from chaos while kids explore what the library has to offer them.
Strategic Platform:
The library is a guilt-free break.
cReAtive
Art Direction:
Ronney Chong
Copywriting:
Graham Lewis
Print:
Appears in the Sunday edition of the Star Tribune, a local paper that will effectively reach the target. When you tear out the Augmented Reality square, the copy on
the next page is revealed. It expresses to parents the idea that they will get a break from entertaining their kids when they visit the library.

6. Web Site:
This redesigned kids area of the Library’s web site will allow kids to interact with their Augmented Reality piece from the newspaper. By combining all 4 squares,
they can bring to life an entire scene. It will keep kids entertained for a short period of time, giving parents a preview of the guilt-free break that the library will
provide. The site also makes it easy for them to get started registering for their very own library card.

7. Letter:
Letters will be sent along with each card with instructions on use and the Augmented Reality feature.
Shopping Cart:
This shopping cart execution will remind parents during a stressful situation, that the library is a place where they don’t have to limit what their kids explore.

8. pAtR
Ó N

9. situAtioN
pAtRÓN
Patron Tequila is the number one selling premium white tequila, made 100% from the finest
Weber Blue Agave in Mexico. It hasn’t been able to beat out top-shelf vodkas in the Ultra
Premium White Spirits category. With recent attention in pop culture, the brand has a fear of
“The Cristal Effect”, that the name will become too trendy and turn into a novelty.
Problem:
Patron is top of mind in the premium tequila realm, but less thought of in the Ultra Premium
White Spirits category that it is ultimately competing in.
Objective:
Our campaign will differentiate the experience of drinking Patron tequila from that of mixing
with other Ultra Premium White Spirits. We want our target to remember that when you order
a round of Patron shots at the bar, it says something different than ordering a Grey Goose with
cranberry.
Target:
The communications will be aimed at young adults, who not only work hard, but know how
to play hard. Concerned with success and building an image, they use socializing as a stress
reliever.
Competitors:
Ultra Premium White Spirits such as Grey Goose and Absolut are generally top of mind in the
category. Vodkas and other Ultra Premium White Spirits are more often used in combination
with a mixer as opposed to taking straight shots or sipping on the rocks.
iNsights
The Consumer:
These young up-and-coming professionals are working harder than ever to establish themselves. With concerns over money, a career path, and finding a partner,
life is stressful and socializing with friends is the best way to unwind. When they get an opportunity to have a fun night out on the town, they party hard. They know
that drinking straight Patron is the easiest and quickest way to get the buzz that will make their night fun and exciting.
The Brand:
Patron is smooth and easy to drink straight as a shot or on the rocks, delivering a quick and painless buzz that will get you feeling stress-free and ready to party.
Competitors like Grey Goose give you a pretentious image, while Patron gives you “party cred”. When you order your crew a round of Patron, everyone knows that
you are ready to really let loose and have a crazy night.

10. stRAtegy
Positioning Statement:
Drinking Patron Tequila shows that you’re serious about having fun.
Strategic Platform:
Patron gives you “party-cred”.
cReAtive
Art Direction:
Nikki Albrecht
Copywriting:
Zach Slovin
Print:
The creative is inspired by Mexican wrestling masks, connecting the brand with it’s heritage, clearly differentiating it from vodka competitors and adding a sense
of fun and excitement to the ads.

11. th
e
Ne
W
yo
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ti
M
es

12. situAtioN
The New York Times Media Group approached us with a challenge: to increase at-home print
subscriptions among Executive Decision Makers by positioning The Times as a “business
must-read”. With print being considered a dying medium, it was quite the opportunity to
the NeW
yoRK tiMes
create a campaign that could save the print experience.
Problem:
Revenue is dropping, as both subscription numbers and ad dollars have taken a nosedive.
The New York Times is struggling to build their subscribers back up and increase value for
advertisers.
Objective:
The plan we created will remind the target of the benefits of taking the time to open up a
paper copy of the world’s leading source of gobal news. We have shown them how
subscribing to The New York Times will add value to their lives, resulting in The Times
becoming a “must-read”.
Target:
Executive Decision Makers, or C-suite Executives, are heavy consumers of news and
information and also a great value to advertisers. They have a hard time finding balance
between their role as a leader and quality of life.
Competitors:
The Wall Street Journal owns the category of business and finance, which is why we decided
to take a different route on positioning The Times. The other primary competitor, USA Today,
had the highest circulation in ‘08, but lacks in the quality and analysis provided by The Times.
Digital versions of print, televised news, and social media sources are secondary competitors.
iNsights
The Consumer:
Leadership is the defining quality of an Executive Decision Maker. The average tenure in a position of this nature is dropping due to the inability to balance a
successful career with a quality life outside the office, which leads to burn out. The trend toward increasing empathy in business as well as maintaining a
well-rounded understanding of the world, and our culture’s obsession with productivity and efficiency do not encourage or allow C-suite Executives to take the
breaks they need.
The Brand:
With more than 100 Pulitzer Prizes to prove it, The New York Times provides the most quality and in-depth analysis of the global news that is affecting everyone.
The brand has incredibly strong recognition, especially among the target. Opening up a paper copy of The Times shuts out immediate surroundings, and gives you
time to take a highly necessary break, while gaining a deep and meaningful understanding of a broad range of issues.