Laurel JohnsonAccount Executive

Table of ContentsAbout me

Resumé

L’Oreal Brandstorm

Campaign Experience:

AAF Competition: Glidden Paint

BYU Alumni Association

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23 Contact Information

Personal Manifesto

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17 Clif Bar

20 Radio Shack

About Me

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Personal Manifesto

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Personal ManifestoMy life is full of to-do lists and bucket lists with a bunch of check marks here and there.

I enjoyed growing up in the warmth (okay, heat) of Las Vegas, Nevada, but I've been influenced by many people and places across the world that make me who I am today.

I am an avid people watcher.

I crave adventure.

I am not one to follow recipes precisely, I like to add a little extra vanilla every once in a while.

My Christmas list is comprised of a planner for the new year and a Burberry trench coat.

I am a fun seeker, dessert eater, and promise keeper.

If I could be anywhere in the world, I would be walking on a cobblestone road somewhere in Europe.

I love to explore.

I take pleasure in learning about different people by walking in their shoes.

I set my goals high and take educated risks when accomplishing them.

I thrive when I am being productive. My love of writing, people, organizing, and planning are simple joys in my life.

Through advertising I am able to be myself and do something that I love.

It tests my capabilities and allows me to explore the world around me through research and discovery.

It lets me organize, brainstorm, explore, and create: all the things I love most.

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Resumé

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Education

Brigham Young University 2010-2014Bachelor of Arts in Communications, AdvertisingMinor in Business ManagementMajor GPA: 3.68Cumulative GPA: 3.73

Experience

BYU Advanced Advertising LabAugust 2012-Present• Gained experience working with real clients including Glidden Paint,

Raisinets, L'Oreal, the Linus Group, and BYU Alumni Association

• Served as Account Executive where I have conducted primary and secondary research, headed focus groups and ethnography, worked with creative teams, and completed campaigns

Skyvue Las VegasMay-August 2012• Created portfolios for meetings with clients including Harrods,

AT&T, BMW, and Coca-Cola• Liaison between clients and company, sending emails and phone calls

BYU Bradley Public Relations AgencyApril-June 2011• Gained experience by working with real clients including American

Mothers Inc.• Learned the Public Relations side of business and served as head

liaison between client and agency

Leadgenix InternJanuary-April 2011• Learned the importance and structure of Web design and SEO• Increased the search result standing on Google for numerous

companies and businesses• Created links to social networks and other cites

Activities and Honors• BYU Advanced Advertising Lab• Member of American Advertising Federation• 2013 L'Oreal Brandstorm Campus Finalist• AAF Competition Glidden Paint• Participant in Mentor Program

Skills• Consistently use Microsoft Word, Excel & Powerpoint• Expert in Mac Keynote & Pages• Proficient in Facebook, Twitter, Instagram, LinkedIn, and Blogger• Strong presentation skills• Excellent communication and social skills• Advanced writing and editing skills• Designed and created various printed and published materials

including high school yearbooks, flyers, and brochures

Resumé

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Campaign experience

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L’Oreal Brandstorm

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Task:

For the 2013 Brandstorm, our client was L'Oreal Paris haircare. We were to complete a case study researching the Southeast Asian market and understanding the

brand equity of L’Oreal Paris to determine which L'Oreal Paris haircare product should be launched in the region. We determined the strengths of its existing products, competitors,

competitors’ offerings, and the opportunities of further development of the L’Oreal categories. We were chosen in the top five finalists, and we are preparing to present our case study to L'Oreal

recruiters and representatives.

Insights:

From our in-depth research, we concluded that the Eversleek line would be the most successful line to launch in the ASEAN market. The target demographic and age is very focused on the new styles and up-to-date fashions. 15-35 year olds in the region are influenced by celebrity’s choices and look to that industry for advice and inspiration. They enjoy the latest products but stay within a tight budget. They consider their hair care and the looks of their hair to be very important. Hair care is a very important part of their beauty regimen, even more important than skincare in this target market.

My part in the process:

As part of a three-member team, I was the head of the advertising and creative aspect of the campaign.  I focused on the brand, the market, and the product that our team collectively chose. I conducted in-depth primary and secondary research to understand the consumer’s need in the Southeast Asian region. I focused on the 15-35 year-old demographic including cultural rituals and consumer habits.

A Work in Progress...We will be presenting our case study to L’Oreal representatives on November 29, 2012.

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Primary Research: We conducted both primary and secondary research to learn about our target market, what they desire in their hair care products, and their definition of ideal hair. A survey we conducted among Southeast Asian consumers shows us how people ranked each characteristic of hair products We used IBM’s SPSS data software to conduct a hierarchical cluster analysis to determine the number of distinct segments that exist in the ASEAN market. The results are shown in the bar graph to the right. We assigned every response a value (1-6). The number “1” indicates that highest degree of importance, and the number “6” indicates the lowest degree of importance.

The “sleek hair” love group prioritizes smooth, sleek hair over anything else. This segment appears to be the favorite among people on a budget. Our secondary research indicates that most of the people in the ASEAN market region have much lower incomes than most of the world. This seems to be a great fit with the demographics of the region. They are most loyal to specific hair care brands, so it would be appropriate to spend the money to market to these consumers. This segment is the most likely segment to buy conditioners with shampoo, which would likely increase the revenue, and adds weight to a decision to implement the EverSleek Line.

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AAF Competition: Glidden Paint

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AAF Competition: Glidden PaintA work in progress...

•2012/2013 National Student Advertising Competition

•Help build awareness and consideration for the Glidden paint brand within US Walmart stores by developing an integrated and multi-platform marketing effort for three different customer segments.

•Our three target markets include renting DIY shoppers, current Walmart paint shoppers, and DIYers who shop at Walmart home but not for paint

The Task:

My Part in the Process:

•Led and organized a market research team resulting in key insights and findings

•Performed major secondary research on Mintel and at paint supply stores to understand paint industry and target market’s needs

•Performed both primary and secondary research on location at a Walmart store

•Head focus group in order to gain insight from target demographics

•Head Ethnography in order to gain insight from the target market

End Goal:

•Fully integrated campaign covering all phases of work including research, creative brainstorming, development, and production

•After conducting major primary and secondary research, we are to determine how Glidden paint can increase their customer base at Walmart and create an advertising campaign centered around our findings and insights

•Present our campaign to the AAF board in April 2013

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BYU Alumni Association

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BYU Alumni AssociationThe Task:

•Market and promote the BYU Alumni Association mentor event on campus

•Promote the Alumni Mentor Program•Create advertising to help promote

event•Create activities for event•Help with event

My Part in the Process:

•Promotion for the event throughout campus

•Guerrilla Marketing •Working at the event•Participating in the mentor program

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•Attendance at the event over 300+•Major boost in Alumni mentor program

participants•BYU Alumni Association very satisfied

with results

End Result:

Clif Bar

I served as Account Manager on our advertising campaign. My role was to supervise the project and manage the rest of the team. I directed the meetings and oversaw the assignments as well as fulfilled my own. I made sure we were always on task with what we wanted to accomplish. I helped in the copy and creative design of our plans book. Our entire team came together and used the best of our talents and abilities to create a successful campaign. Our team was very good at working together, brainstorming ideas, and merging concepts. For our Clif Bar campaign, we wanted our ads to focus on leaving the old stereotype of the Clif Bar customer as a hiker or climber and creating a new target market with the tagline “Clif Bar: Wherever You Are.” We wanted consumers to know that Clif Bars are convenient, nutritious, and for the ordinary snacker. Overall, I believe our campaign was right on target with what the company needs and the direction it should go.

My Part in the Process:

We were to retarget the Clif Bar brand in order to increase purchase behavior and revenue. Our campaign shifted the brand from catering to bikers, hikers, and climbers to focus on the fact that Clif Bars are for everyone anywhere. The new tagline featuring, “Clif Bar: Wherever You Are.” Our ads feature different scenarios of these energy bars in everyday situations. Thus, our target market will associate themselves with Clif Bars and its advantages of always being convenient no matter where they are. The preconceptions of Clif Bars only being for extreme athletes will dissipate, and the busy student rushing to and from work will feel more welcomed to stick a Clif Bar in his backpack.

The Task:

Our Clif Bar campaign was targeted to men and women ages 18-25. They go to school and/or work long hours, attend extra curricular activities, and are always on the go. Clif Bar offers a nutritious carry-along snack perfect for this busy target market. Two of the highest values for this market are health and fitness, and Clif Bar can provide for both values.

Target Market:

Radio Shack

• Age 30-45• Prime child-raising years• Higher income consumers• Female is primary shopper• Drivers• Support children’s extra- curricular activities (sports, dance, theatre)• Shop certain days of the

week• Have shopping lists• Planned-out schedules

Target Market:

“For the parents with an ever-hectic lifestyle, Radio Shack batteries provide a reassurance that you won’t run out of power when

your child’s toy is doing super-machine things.”

Campaign Strategy:

The Task:

My Part in the Process:

For Radioshack, we were to find a new way to market their battery brand given these creative ads. Our main problem was the ever-popular competitors: Duracell and Energizer, both with very successful advertising campaigns. We were to advertise directly to the higher-end market that would be willing to spend a little more for Radioshack batteries given a driving reason to do so.

I served as Account Manager on this campaign, directing and guiding the entire process. I helped develop the campaign strategy and media objectives and strategies. I also performed significant research on the target market, product market, key competitors, and key DMAs to target directly. I oversaw the development of the creative strategy.

Creative Strategy:

Our objective is to make Radio Shackbatteries the first batteries that come to mind

when that urgency to buy comes.

Media Objective:

• Demonstrate the long-lasting and powerful effects of the Radio Shack brand batteries.

• Target the parents of small children likely to buy toys and gadgets.

• Keep the toys doing super-machine things

Media Strategies:

Reach families:• Target them at a time when they are

already thinking of buying devices that require batteries

(point of purchase) • Around holidays such as Christmas and

Thanksgiving• Mostly appealing to the young moms and

dads who have younger children

Contact Information

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Laurel Johnson

Phone: 702.528.3344

Email: laurelajohnson@me.com

Personal Website:www.about.me.laurelajohnson

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Thank You Laurel Johnson