PORTFOLIOBOOKAnyaLiddiard

Trans-Siberian Railway Ticket

SUGARINTHERAW

NETFLIX 7

NOXZEMA 3

ABOUTME 2

RESUME 1

TABLEOFCONTENTS

12

RESUME

ANYA LIDDIARD804-564-6441

2007 West Main Street Apt 1Richmond, VA 23220

anyaliddiard@gmail.comOBJECTIVE:To obtain an advertising internship with a concentration in strategic planning.

EDUCATION:VCU Brandcenter | Richmond, VAMaster of Mass Communication in Advertising with a concentration in Creative StrategyExpected graduation date: Spring 2011

Virginia Commonwealth University | Richmond, VABachelor of Science in EconomicsGraduation date: December 2008

Volgograd State University | Volgograd, RussiaEnrolled 2003-2006Transferred to Virginia Commonwealth University, Richmond, VA, USA

VCU BRANDCENTER EXPERIENCE: •Worked in collaborative teams with Creatives and Account Managers •Developed an ability to multitask •Learned different qualitative and quantitative research methods

PROFESSIONAL EXPERIENCE:Sales Associate: Carytown Dolls and Bears | Richmond, VAAugust 2008-August 2009 •Customer Service •Web maintenance: carytowndollsandbears.com

CORE COMPETENCIES: •Fluent in both the Russian and English language •Microsoft Applications (Word, Excel, PowerPoint), Apple Applications (Final Cut Pro), Adobe CS4 (InDesign, Photoshop) •Simmons Research •Focus Group Moderation & Discussion guides •Quantitative survey creation & Analysis

RESUME 1

Train travel transports me into the mysterious beauty of Russia.Brandcenter immerses me into a new chaotic, sensational life.

It takes me to places I’ve never seen before.It pushes me out of my “comfort zone”.

New places that evoke my interest. It demands me to move forward, despite the exhaustion.

Observing the untouched pastures brings a sense of calm over me.Working has become my lifestyle.

The drumming of the tracks reflects the beating of my heart.Multitasking has become my credo.

I can spend hours staring outside the train window, pondering. 24/7, I’m surfing the Internet, magazines, and asking people purposeful questions.

It makes me feel complete.I’m still searching for a way to explain to my family the nature of my career path.

Train travel is the best cultural experience for me.There’s no right or wrong, yes or no, can or cannot – just do!

Different times.Different places.

Different experiences.Both enrich me as a person.

Both make me a part of bigger worlds.

ABOUTME ABOUTME 2

ABOUTME 2 NOXZEMA 3

Find a new strategic direction for Noxzema who has been losing its market share to the other modern and overpromising facial care brands at an exponential rate.

Focus group, survey, one-on-one interviews and secondary research..

challengeresearch

CASESTUDY | NOXZEMA

NO FRILLS are evenly split between male

and female and tend to be be-tween the age

of 25-30.

PORTRAITPERFECTIONISTSFREQUENTLY FRESHDOWN AND DIRTY

NO FRILLS Personas.

OURTARGET

take pride in the way they look. They own many different bottles of skin care products and apply them in a strict order. Face wash is just the beginning of their beauty routine and they don’t like to spend a lot of money on face wash.

are very earthy peoplewho hardly see the differ-ence between bar soap and special skin care products. They don’t want fancy face wash.They just want something to clean their face. Down and Dirty tend to own a limited number of beauty products.

are mercurial people: some-times they want to be pam-pered but other times not so much. They switch between using bar soap and face wash and tend to own more beauty products than the Down and Dirty Persona.

NOXZEMA 4

Through all our research we discovered that a seemingly simple task - buying face wash -has become

hard.

59% of people find the process of buying face wash confusing and time-consuming.

primarily male

male & femaleprimarily female

Not all “NO FRILLS “ are alike:

NO FRILLS’s don’t expect much from their face wash - they just want it to clean their face. They consider face wash to be a simple hygiene product that should be cheap and easy to buy. The variety of skin products in the beauty aisle confuses them as well as the amount of decisions they have to make to buy face wash - brands, smells, packaging, texture, ingredients, price. For them, the simple task of buying face wash turns into a 15 minute long process.

Face washis the beginning ofthe grooming routine.

The first thing people do to start their cleaning process is wash their face. It’s a easy step and their expectations are simple: just get the job done and move on.

Face wash is a necessity, not a luxury.

To someone who is NO FRILLS, face wash isn’t a treat, but a necessity. NO FRILLS don’t expect their face wash to perform miracles to their face; they just want to get their face clean for a reasonable price.

INSIGHTS

This 59% we defined as“NO FRILLS”

NOXZEMA 4

“Beauty starts here.”

“So purifying,it’s likea mini-sauna for your face.”

“Get your best skin.”

The industry needs SIMPLICITY & HUMILITY.

Face washis not a beauty product.

The beauty industry is oversaturated by unrealistic and mythi-cal messages. Even though face wash isn’t going to make people prettier, the competition claims that it will and positions face wash as a beauty product.

Additives vs Removals.

Facial cleansers have been assigned a lot of different attributes: anti-aging, moisturizing, vitamins, exfoliation, skin smoothing and unclogging pores. But at the end of the day, people just care about one thing – cleaning their face.

NOXZEMA 5

“What men want.”

revitalising

moisturizing

fruity

anti-

agin

g

uncloggingpores

vitamin C

COMPETITION

STRATEGY

Why NOXZEMA?

It’s just a face wash.No more,No less.

NOXZEMA brings a sense

of simplicity and humility to the face

wash category that is highly valued among

the NO FRILLS audience.

CONCEPT:Reach the most unreachable persona of NO FRILLS, “DOWN AND DIRTY”.

In store experience:

TACTICS

CONCEPT:Allow NO FRILLS to get hygenic shopping without traveling from aisle to aisle.

Start adjusting people to the idea of getting face wash in soap aisles by selling NOXZEMA in the soap aisles while keeping its place in the beauty aisles. The end goal is to move to the soap aisle completely.

Convince himit’s as easy assoap and water

This is the answer

Save your moneyfor the real

beauty products

For Down And Dirty:

For Portrait Perfectionists:

For Frequently Fresh:

Promote the idea of having NOXZEMA in the soap aisles through the distribu-tion of product samples in the aisles.

Print “Lid Quotes” on the NOXZEMA fa-mous tubs. It allows to speak individually to every type of the NO FRILLS persona as well as it makes the product more notice-able on the unprivileged bottom shelf.

Place NOXZEMA dispensers in gym showers that will let us reach out to the “DOWN AND DIRTY“ persona. Since “DOWN AND DIRTY” are primarily males, free sampling at gyms will be a good way to go.

The beauty aisle:

Out-of-store experience:

The soap&body wash aisle:

NETFLIX 7

Netflix is the world’s largest online movie rental service that features personalized movie recommendations. The objective is to find the most appropriate target that will benefit from this unique feature.

One-on-one interviews,consumer observations, survey, blogs tracking, secondary research.

challenge

research

CASESTUDY | NETFLIX

Through interviews and

consumers observa-tions, we discovered

that people choose what movie rental service to

turn to based on the amount of effort and

time they’re willing to spend at that

moment.

Premium CableOn-DemandPay-Per-View

EFFO

RT T

O G

ET

TIME TO WAIT

COMPETITION

It’s difficult to expect people to solely commit to one rental service, but there’s anopportunity to be the favorite rental service in the industry.

People are committed to movies, but not to one rental service.

Store rental is the most time and effort consuming way of getting movies. This way of renting is per-fect when one drives near a video store or desperately needs a par-

ticular movie at the moment.

Mail rental is the mosteffortless way to watch movies but also the most time consuming since one has to wait for the movie to be delivered.

Streaming movies on-line is a very time efficient way to watch rentals, but it requires some effort to find a movie you like due to limitedselection.

Movies on cable and satellite are the most effortless and time efficient way to watch movies.

NETFLIX 8

“Can wait.““Want it now.”

drive to get a movie

don’t want to leave the couch

Requires planning.

NETFLIX 8

10% 33%15% 42%

Movies can be on in the background while they are doing other things. They don’t really care what movie they are watching as long as it keeps them company. However, occasionally they’ll get very excited about a movie and will make time to watch it. They are very spontaneous when it comes to choosing movies. Planning makes entertainment an obligation for them and it ruins their love for movies.

The “It’s got Buzz” segment loves watching movies, especially in the company of good friends. They aren’t usually the first people to check out a movie and rely on their friend and the movie press to choose it for them. They love the buzz around the movie more than the actual movie itself. For them, talking about a movie is much more exciting than the movie itself.

WHY NOT? “I trust the TV guide and myself.”

IT’S GOT BUZZ “If everyone is seeing it, I’ve got to check it out.”

CRITICS LOVED IT “If the critics loved it, it means I will too.”The “Critics Loved It” segment takes movies very seriously. They watch movies in absolute silence without any distractions. Popcorn is banned during the film and they “sssh” others during movies. They rely on the help of movie critics with their movie selection. Check-ing reviews is a ritual to them. They are the go-to-people for movie recommendations and they carry this title with pride.

married male andfemale

movies3-4 per month

free time 1-2 hours per day

age20+

male andfemale

movies6+ per month

free time 2-4 hours per daysingle

age20+movies

6+ per monthfree time

2-5 hours per dayage20+

married primarilyfemale

NETFLIX 10SEGMENTATION STUDY

We focused our segmentation study on movie lovers who watch at least one movie a week. Through all of our research, we discovered that what distinguishes movie lovers is:

THE SOURCE THEY RELY ON WHEN DECIDING WHAT MOVIE TO WATCH.

We looked at the habits of each of these segments to determine which one Netflix should target.

Movie Lovers

The “Heard It’s Good” segment hates to waste their time on re-searching movies as much as they hate spending their time on bad movies. They usually rely on their friends for a movie recommenda-tion and “I heard it’s good” is their motivation to rent a movie. They have a 20 minute approval test, meaning if a movie isn’t up to their standards within the first 20 minutes, they lose any interest in it.

HEARD IT”S GOOD “Opinions from others are essential to me.”

male andfemale

movies3-4 per month

free time 1-2 hours per daymarried

age25-39

Planning addsexcitment to the movies. A bad movie

equals a bad day.

INSIGHTS

STRATEGY

We get the differencebetween the best movieand the best movie for you.

The “Heard It’s Good” segment has to plan their movies wisely so they won’t be disappointed later on with their movie selection. They know that even if it was a good movie for some people, it may not be good for them.

Bad movies, like any other bad experience, makes them feel like they have lost a valid amount of their time doing nothing. This results in a bad mood for the rest of the day.

NETFLIX 11OURTARGET

because they won’t limit theirspontaneity with planning.

because they aren’t looking forassistant to choose thier movies.

because they are primarilya new movies hunters.

We didn’t choose .... .

“Why Not“

“ It’s Got Buzz”

“Critics Loved It“

because they will benefit most

from Netflix personal-ized movie recommen-

dations and movie ratings. It will enable them to choose a good movie independently without

an assistance from their friends.

We chose .“Heard it’s Good“

NETFLIX 11

Text the name of movies that interested them direct-ly into their queue.

NETFLIX 11TACTICS

CONCEPT:Enable “Heard It’s Good“ to choose moviesindependently.

NetText:

Watch Instantly

Browse DVDSs

MoviesYou’llYour

Queue

Your Queue

DVD (34) Instant (108) Questions? Visit our FAQ section

DVDs At Home

NetText

1. Soylent Green successfully added

Instant Star Rating

Instant Star Rating

2. Breach

1. Love Me If You Dare

3. The Greatest Show on Earth

Movie TitleRecommend what new movie release they would enjoy watching based on thier pervious movie preferences.

New movies for you:

Watch Instantly

Browse DVDSs

MoviesYou’ll

Your Queue

Coming Up ...DVD (34)

Instant (108) Questions? Visit our FAQ section

DVDs At Home

NetText

1. Soylent Green successfully added

2. Breach

1. Love Me If You Dare

3. The Greatest Show on Earth

Movie Title

Coming Up...

What’s in it for you?

For Your Taste:

For Your Taste:

For Your Taste:

For Your Taste:

Trailor:watch now

Trailor:watch now

Trailor:watch now

Partner with local theaters so people will not only know what new movie they want to watch but also where&what time it’s being played.

Partner with local theaters:

Trailor:watch now

Watch Instantly

Browse DVDSs

MoviesYou’ll

Your Queue

Coming Up ...

DVD (34)

Instant (108) Questions? Visit our FAQ sectionDVDs At Home

NetText

1. Soylent Greensuccessfully added

2. Breach

1. Love Me If You Dare

Movie Title

Coming Up...

What’s in it for you?

For Your Taste: Trailor:watch now

Bow Tie Movieland1301 North Boulevard(804) 445-1234

VARVA

StateCity

Cinema:

Byrd Theatre2908 West Cary Street(804) 353-9911

UA West Tower 108998 West Broad Street(804) 326-3264

“Babies“2hr 1min - Rated PG-13- Comedy -2:20 4:10 5:10 8:10 9:50 11:00pm

Regan West Hampton5706 Grove Ave(804) 336-3264

Regan Virginia Center10091 Jeb Stuart Pkwy(804) 316-0224

Allow Netflix subscribers to watch all the instant movies on a mobile screen.

Mobile App:

Netflix

Sugar in the Raw is a new product on the homogeneous market and it has to be aggressive to get its fair share. The objective is to persuade coffee drinkers who use white sugar to switc to Sugar in the Raw.

One-on-one interviews,consumer observations, survey, blogs tracking, Simmons Database, secondary research.

CREATIVEBRIEF | SUGARINTHERAW

SUGARINTHERAW 12

challenge

research

SUGARINTHERAW 12

Success Looks like.Jump in sales in the individual use packets sold to businesses. Long-term success is increased sales in grocery stores.

CREATIVEBRIEF SUGARINTHERAW 14

WE ARE

CrudeNatural

BasicRare

FlawedPrimitiveFundamentalRoughCourse ElementalBareSimple

RevolutionaryPure

PoliteOrdinary

CommonMass Produced

RefinedOrderly

ManufacturedArtificial

DevelopedShallow

CulturedDainty

DelicateUrban

Elegant

WE ARE NOT

Challenge. Being primarily distributed through coffee shops, “Sugar in the Raw” has become known for its brown packet, but not its benefits. What we need to do.Every sugar has its color-meaning. We need to give a meaning to the brown packet. A long-term goal is to persuade people to bring “Sugar in the Raw“ home.

Background.Sugar in the Raw is one of the most natural sugars on the mass-market. It is a product that protests the mindless goal of progress and celebrates purity. It’s not mainstream not low low calorie, not traditional, not calorie-free.

Target. thecasualgreencoffeedrinkers. “Coffee for me is a tool and a joy.”The Casual Green Coffee Drinkers don’t only drink coffee because it is a source of caffeine, they drink coffee because it is a personal ritual that they create and control. They will give up almost anything for a cup of coffee. Being green, less-processed ingredients can make their cup of coffee twice as good: honey is too thick and processed sugars are too unnatural.

Why Casual Green Coffee Drinkers?

Sugar in the Raw is not for everybody. It’s for a spe-cific mindset. It’s for people who want to do a little good for themselves and the environment. That is why we chose the Casually Green as our primary focus and then targeted those who are the coffee drinkers within the Casually Green target. They un-derstand that consuming Sugar in the Raw will not save the planet, but it will make them feel better about themselves. They even use Sugar in the Raw in their coffee together with regular white sugar or Equal just because it makes their cup of coffee twice as good.

The Coffee Drinkers The Casual Green

The Casual Green Coffee Drinkers *

Insights. ourheartismoreactivethanourlegs.The Casually Green Coffee Drinkers are part of the light green movement and desire to do good things in a big way. However, they won’t act unless it is convenient for them. Recycling is their way to show that they care about the environment. beinggreenismoreaboutimage.The Casual Green Coffee Drinkers are health conscious, but not health nuts. For them, eating “green” food is more about image than health. This little brown packet is a ticket that tells the world The Casual Green Coffee Drinkers did a little good today. Strategy. abrownpacketforalittlepositiveimpact.

* 10% of the USA population,Simmens Database

Tactics.

“Sugar in Raw“ imprints on coffee sleeves.

imprint recipes on the back of the packaging.

imprint benefits of “Sugar in the Raw“ on its packaging.

place coupons on the the brown packets that are distributed through coffee shops to incentivize people to buy “Sugar in the Raw“ in groceries.

On packaging:

Coffee sleeves:

THANK YOU FOR TAKING THE TIMETO LOOK THROUGH

MY BOOK.

AnyaLiddiard (804) 564-6441 anyaliddiard@gmail.com