Kendall Beveridge

No matter how you define this industry, it suits me because at my very core

I AM A PROBLEM SOLVER.But I didn’t get into advertising to sell poor products to people who don’t need them.

I got into this business because I experienced the power of effective branding in the world of nonprofit organizations.

I care about people. I want people’s lives to be better because of what I do. I want to look back on my career and see problems solved.

I have two National Championship rings.And it’s not the rings that set me apart — it is everything that came before the rings. To be a champion, one must be unwaveringly dedicated to a collective cause. I can’t convey in words what it was like to be a part of a team so devoted to our sport and to one another. We worked unbelievably hard out of respect for our fans, each other, and ourselves.

This work ethic translates to every part of my life and I hope you get the chance to see me in action.

This is me.

Plain and simple,I am a champion.I practice.I plan.I play to win.

This I Believe.I believe that the power of persuasion requires a strong moral compass.

I believe in the goodness of people and the power of community.

I believe in the power of art as a foil to the status quo.

I believe advertising can create positive change in the world.

I believe I can accomplish anything to which I commit my full attention and effort.

I believe I have a responsibility to make a positive impact on society.

I believe companies can make deposits into humanity instead of solely withdrawals.

IT’S A COMPETITION

the workBOUNCE / product innovation

NEW ORLEANS / brand revival

MATTRESS & BEDDING COMPANY / brand development

GREENLIGHT MEDIA & MANAGEMENT / industry innovation

ESPN / independent study

PRODUCT INNOVATION / bouncechallenge: create a fabric softener habit among young, apathetic audience.

CREDITS: Kendall Beveridge, Melissa Cabral, Alyssa Collis, Sarah Daily, Bradley Getty, Jacob Abernathy

Bounce is playing for the right team!

BRAND SHARE / fabric softener sheets

Undisputed leader in dryer sheets.Most used fabric softener overall.

35%

15%

50%

other P&G

other under 7%

54% 10% 9%

5% 5%

Consumers are economizing laundry purchases and relying more heavily on detergent alone. The innovations created to simplify the laundry process are now appealing to shoppers who only want to purchase one product.

PRODUCT OF CHOI

CE:

Dual-branded,

multi-benefit deterge

nts

P&G’s innovations are cannibalizing Bounce sales.

SITUATION

MARKET SHARE / laundry care

But why was there a 7.1% loss from ‘08 to ’09?

Young people are forming laundry habits NOW and developing "one product behavior". If these attitudes persist, the detergent segment will

cannibalize Bounce market share long after the recession ends.

ASSIGNMENT

The #1 brand in a mature category does not succeed by merely retaining loyal customers. In fact, the future success of Bounce lies in the hands of young people who don't see the utility of dryer sheets the way their older counterparts do.

Create a product to connect with 18- to 31-year-olds who haven't incorporated fabric softener into their laundry routine.

The habitual nature of laundry is undeniable, but young people are kicking their dryer sheet habit. These consumers must see that in the world of laundry, you can’t live without Bounce.

TARGET

STRATEGYBOUNCE UPS THE FRESH FACTOR

THE X FACTOR

The perception of freshness is as important as actual cleanliness.If you pack clean clothes into a gym bag but get the “gym bag smell” something won't feel right. If the fresh factor is missing, you won’t feel as fresh.

18-31 year olds Still solidifying laundry routine.Make purchases based on time and money.Likely to skip the fabric softener, or feel apathetic towards it.

Meet the Wishy Washers

BASIC LAUNDRY PROCESS

Avoid laundry day until...a. “I need to wear this shirt!”b. “Out of underwear...”c. “My hamper is piling up.”

AVOIDANCELaundry requires an entire day and may take place outside the home. Because of this, they avoid doing laundry as long as possible.

ACCEPTANCE Wishy Washers don’t have a set schedule to do laundry. The decision to do laundry is based on personal triggers.

12

PRODUCT INNOVATION

INTRODUCINGBounce Wet Dryer Singles and Bounce Ironing Solution.

These line extensions inject Bounce into existing behaviors.By grouping these new products under a clothing care umbrella with the existing Bounce lint roller, it suggests:

Bounce isn't just about dryer sheets, it's about freshening clothes in a BIG way.

A clothing care extension makes sense for Bounce because at its core, Bounce is a fabric CONDITIONER.

PLAN ACCOUNTABILITYThese line extensions do more than increase revenue:

Establish additional usage occasions for current customersIncrease customer lifetime value for old and new usersCreate a new gateway into the Bounce family of brands.

Now even clothes that can't go in the dryer can be Bounced.

Steams Bounce freshness into an outfit before work or going out at night.

Solution replaces the water in an iron to infuse clothing missing the fresh factor.

Line extensions to help Wishy Washers linger in their avoidance.Products utilize current behaviors to create a new Bounce habit.

BRAND REVIVAL / new orleanschallenge: when asked to revitalize a brand, we chose new orleans.

CREDITS: Kendall Beveridge, Melissa Cabral, Alyssa Collis, Sarah Daily, Bradley Getty, Jacob Abernathy

We knew that a revival would require an exploration of the brand’s essence, its raison d’être. The overwhelming potential in NOLA surfaced and we discovered that the city is so much more than beads and devastation.

Challenged to revive a brand, we didn’t want to pick something predictable, like a shoe or a soda.

We chose New Orleans.

We didn’t know a whole lot about the city but soon realized that to people who live in New Orleans, there are countless reasons for its greatness. But most people we talked to only saw the city as a gimmick for Mardi Gras or a pity party for Hurricane Katrina.

PROBLEM To outsiders, New Orleans is beads and devastation.

Most of all, New Orleans has always been about radical experimentation— in music, art, food, and even religion. These attract tourism, but lack something sustainable.

New Orleans can be greater than a tourist destination.

Goal: become a hub for free thinkers and innovators of all kinds

Strategy: reinvention through radical experimentation

New

Orl

ean

s is

...

We took the notion that NOLA needs to be savedand flipped it to inspire the city, even the country.

MANTRA: New Orleans WIll Save Us

We believe a message this big needs to be proved, and that's what The Urban Laboratory does.

SAVENOLASAVESAVENOLANOLA

Instead of launching a tourism campaign, we proposed our own radical experimentation: The Urban Laboratory.

THE BIG IDEASITUATION

The people of New Orleans have innovative ideas for rebuilding the city, but lack the wherewithal to make them happen. The Urban Laboratory solves this problem with a new approach to urban planning and citywide collaboration.

Platform similar to kickstarter.com

Projects broken into stages with a countdown clock.

Users share ideas, feedback and financial backing.

KEY BENEFITSStakeholder accountabilityProcess transparencyCommunity involvementProject expedition

THE WEBSITEGoogle the mantra. Find a way to contribute.To engage the entire city in this renaissance, we created a campaign for The Urban Laboratory that enables resident involvement beyond rebuilding.

To start, wildpostings of the mantra appear around the city.

BUILDING AWARENESS

d th itT t t ild ti f th t

The site hosts ten-second videos that capture the essence of the new New Orleans. Videos are categorized by one of the ten of New Orleans attributes, and highlight local businesses, people and culture. After watching a video, the visitors are asked to add their own.

After uploading, each visitor is mailed a personalized, RFID-enabled t-shirt and key chain.

MANTRA MESSAGINGWhen someone passes by wearing the t-shirt or carrying the key chain, their personalized stories would be displayed.

OUTDOOR

LOCAL ENGAGEMENT

To shift the thinking from destruction to opportunity even further, inspiring messages will be placed on vacant buildings.

Finally, to engage the local businessesthat inspired this movement, plaques recognizing their influencewill hang in store windows.

We pitched our idea to thought-leaders in New Orleans and it was a resounding success. These entrepreneurial trailblazers were impressed by our understanding of the NOLA mentality and embraced our campaign for spreading collaboration and progress throughout the city's residents.

Watching your video and reading over the presentation, it is inspiring to see when people from outside our city just “get it.”THANK YOU, for helping to spread our NOLA Gospel. For helping change the perception of this city from negative to positive. For being a part of the re-emergence of a brand cherished round the world: The City of New Orleans.

- Abhi Bhansali, Bond PR & Brand Strategy

POSITIVE RESPONSE

BRAND DEVELOPMENT / mattress companychallenge: identify a unique competitive offering for an entrepreneur

CREDITS: Kendall Beveridge, Emily Lacy, Brian Swann, Blake Manosh

THE CATEGORYA mattress store can be ruled by discounts and pushy salesmen or elevated to an elitist luxury, but either way, they all talk about sleep.

The funny thing about sleep is that you’re unconscious. You feel your mattress before you fall asleep and when you wake up.Because most competitors talk about sleep, we investigated waking up.

TARGET AUDIENCEGeneration Xers, 35-49 years old. They are looking for a replacement mattress, a step up from the first one they bought several years ago.

60% of our survey respondents had not purchased a mattress in over ten years, which indicates they are likely to purchase soon.

BRAND POINT OF VIEW

Bedrooms are best on Saturday mornings.Think about all the amazing things about your bedroom, and then recall how much better they are when you wake up on Saturday morning. We can smile at the sunshine, and roll over for a couple more minutes. When you finally rise, the room is full of warmth and coziness.

BRAND POSITIONING

A better morning’s bedding store.

BRAND P

A better

For Better Mornings

What do you think about waking up?

“I hate waking up when my alarm goes off. When I wake up naturally on the weekends it is the most amazing feeling in the world.”

“I love staying in bed until I am ready to get out — mostly that’s the weekends. It feels fantastic to awake from the sun rather than an alarm.”

INSIGHT

Waking up feeling great feels better than falling asleep.

SITUATIONAn entrepreneur asked us to create a brand

for his new retail chain of mattress/bedding stores.

IN-STORE EXPERIENCETo translate the brand point-of-view for the retail environment, stores will evoke the feeling of sleeping in.

IN-STORE TACTICSEmployees lay in beds before opening and during down timesComplimentary brunch buffet on weekends, catered by local restaurantEye masks & slippers for customers testing mattressesFresh seasonal flowers Pajama-style employee uniformsAurora Signature Scented Room Spray (grapefruit & carnation)Natural linen shopping bags

STORE LAUNCH

COMMUNICATIONS STRATEGY Aurora helps you spend your day feeling like you've slept in.

SHOPPING MALLSWith a captive audience within the mall itself, Aurora can encourage shoppers to stop at the store even if they aren’t in the market for a mattress.

During grand opening weekends, and other special promotions, employees will lay in the beds reading a book. Signs will say “Ask me about my morning.”

In-mall displays will alert shoppers to the new store and its exciting location.

TACTICAL ELEMENTSSmall complimentary brunch buffet on Saturdays and SundaysWebsite with morning mood creation for personal recommendationsMall map/promotion displays, kiosks, mattress placementsWeekend newspaper ads and insertsDrive-time radio on Friday afternoonsCustomer relationship management and loyalty promotions

Direct Mail brochures for better mornings

Lunch carts placed in high-traffic professional areasto remind people that breakfast is a perk of sleeping in

Mattresses placed throughout the mall, similar to popular automobile promotion.

for

gh-traffic professional areas

Remember us when they sleep in.

Leave our store feeling like they've slept in.

Enjoy the benefits of waking up naturally.

THINKFEELDO

Di t M il b h

INDUSTRY INNOVATION / greenlight managementchallenge: create a branded, online platform to change the music industry.

CREDITS: Kendall Beveridge, Jessica Collins, Ian Johnson, Joyce Kuan, Marissa Domenech, Dylan Meagher, Talia Ledner, Jacob Abernathy

Greenlight asked us to pair Tim McGraw and Faith Hill with moneymaking branded partnerships. Instead, we created a branded platform to use with each of their artists, and revolutionize the music industry.

h Hill with moneymakingnded platform to use with

We created Crew Pass.Beyond Backstage.

A platform providing access to each piece of a live concert experience

– before, during, and after the show.

CONCERTA new set of widgets!Kodak’s Spotlight lets visitors view the concert from five live angles, each equipped with 360° cameras.

Full screen view makes it feel like you’re really there!

SITUATION HOW IT WORKS

THE RECORD MUSIC INDUSTRY Concerts are the new cash cow.

INSIGHT A concert lasts longer than three hours.

Set concerts free from their physical boundaries and capitalize on the entire experience.

OBJECTIVE

interest purchase anticipation experience sharing

CONCERT EXPERIENCE PATH

If a show is sold out, instead of being turned away, ticket-seekers are directed to Crewpass.com.

Choose a concert, purchase a Crew Pass, and load the first of three concert pages.

Before the show, visitors build anticipation with a variety of widgets on the preshow page.

Help choose Faith’s outfit through Bluefly, and watch a streaming sound-check presented by Sony.

Sponsored, customizable content.

When the countdown hits zero, the page fades to black and the concert begins

Setlist allows for song purchaseSkype with others who are watchingHave a Karaoke party!Play ‘Who Knew’ like Pop Up Video

PRESHOW

OUR IDEA

AFTER PARTYAfter the show, new widgets appear to extend the experience.

Download the live set.Purchase an encore.Buy some souvenirs.Read what people are Tweeting.

And that’s Crew Pass.A revolutionary way to experience live music. But more importantly, a new revenue stream for GreenLight and its many artists. It’s a win-win for all parties involved.Rock on.

When the time comes to reach a mass audience, we’ll buy space on popular music sites.

LAUNCH

GREENLIGHTFirst-mover

Incremental RevenueUsing assets

Existing technologyARTISTSNew $$ streamsExposureExtended fanbaseAccredited fame FANS

Exclusive contentDetailed access

Closer connectionCustomizable

BENEFITS

Crew Pass adapts to each artist, featuring their own widgets, creating authentic partnerships.

CREW KIT for Tim McGraw

SEND Crew Kits to a select group of industry influencers.Each box includes everything needed to transform a home into a live venue.

Reach people where they already look for tickets to sold-out shows.

Links placed on Craigslist and StubHub.

Sweet autographed photoHDMI cableT-shirtDisposable cameraWristbandTicket stubCrew Pass access code

ESPN / independent studychallenge: identify opportunity among women 18-34 and launch new brand.

CREDITS: Kendall Beveridge, Melissa Cabral

PROJECT OVERVIEWConducting research to identify opportunity among athletically-minded women Recommending positioning and content offering for espnW online platform Planning brand launch and projecting financial results for internal team

SITUATION

ESPN is not a brand for women. In 2009, espnW was established to grow ESPN’s customer base and profitability by capturing a new audience — young women.

1.Understand how to grow a meaningful brand from the inside out.2.Segment the female 18- to 34-year-old age group and define a specific target.3.Discover what brand equity ESPN has with women today.4.Position espnW by finding a specific, unmet need within in the target audience.5.Understand the potential revenue streams for espnW.

RESEARCH GOALS

PROJECT OBJECTIVESCreate a brand/marketing plan for a new product introduction.IDENTIFY THE OPPORTUNITY & LAUNCH THE BRAND

ESPN asked me to find the opportunity among 18- to 34-year-old women.

THE AUDIENCE Unified by an athletic mindset that comes from their own personal experience in competitive sports.

These women are former athletes who lead busy, demanding lives and participate in athletic activities when

they can find the time.

METHODOLOGIES

SECONDARY RESEARCHESPN Brand AuditCompetitive AnalysisSimmons Syndicated ResearchSports PsychologyWomen and Exercise

PRIMARY RESEARCHInternal Audit of ESPN WomenSmall Group Target InterviewsSubject Matter Interviews (ad sales, finance, editorial)Survey of over 200 women to test hypotheses

What can espnW own?espnW should not try to own fitness in the sense of ‘Tips and Tricks to Get Flat Abs.’Provide motivation, and opportunities to connect with like-minded athletic women

What happens to a female athlete’s identity when she stops participating in organized athletics?

Retirement marks the end of an important relationship and often signifies the loss of goals, structure, and purpose in life. Implications: ESPN has the opportunity to provide a forum for women to discuss and share their transition from organized athletics to voluntary sporting lifestyles. BE a resource for that transition. Show her what “life after the training room” is like for female athletes.

Which of the following positions would athletically-minded women prefer for ESPN?

1.A set of practical and inspiring tools created by female athletes, for female athletes, to help athletic women reach their personal goals.

2. A unique resource for athletic women who want to go beyond the basics to share and experience the true grit of being a female athlete.

3. An ally for female athletes that supports and motivates the individual, while advocating for a greater culture of women’s sport.

Over half of all respondents prefer Positioning #1.Former collegiate varsity athletes are more likely to prefer #2.

To be continued... final project presented on May 6

espnWA guy who loves sports

A girl who loves sports

They are a hard to reach, valuable audience.

PERSONAL EXPERIENCE

Where do CREATIVE BRAND MANAGERS fit in? Anywhere curious, culturally-attuned people bring others to understanding.

It doesn’t matter if we call ourselves account people, strategic planners or product managers. We’ve learned how to ask questions, actively listen and find answers. Our answers fuel the people who create words and “music” to emotionally connect us with ideas, brands, and movements.

Fitting in is not as important as making ideas fit the needs of the client and the customers for whom they are intended.

(Thanks to Elizabeth Talerman for helping me craft this definition.)

As my student at the VCU Brandcenter, Ms. Beveridge displayed passion, initiative, intellect and leadership. Respected by her peers as a team player, Ms. Beveridge demonstrated an intuitive understanding of the requirements of successful collaboration. Her potential is limitless and potential employers would do well to include her in their consideration set. With a rare combination of business understanding and creative thinking skills, she will bring significant added value to the table. — Don Just

Kendall came to the Brandcenter ready to make the most of her experience and she has. She is sharp, with a good balance of strategic ability and on-target intuition. Working with her in the classroom, as well as on side projects, has revealed her strong potential. — Caley Cantrell

RECOMMENDATIONS

bookstorescampfire smelldancing to loud musicfield hockeyfood networkgrocery shoppinghoney mustardlaughingmy hands in flournineties music

npr office suppliespaintingpicnicspursuit of knowledgeriding bikesriding in cars/buses/planessound of cars driving over cobblestonessquirrelsthe slowsky’s

things I like:

If you like at least five of these things, let’s be friends.

WORKAmerican Red Cross (Washington, DC / summer 2009)Presidential Intern, Corporate DiversityReviewed 60+ organizations to craft new partnershipsEvaluated all diversity-related outreach content

Center for a New American Dream (Spring 2007)Marketing and Communications InternConducted research in support of current campaignsSharpened writing skills with press releases and articles

EDUCATIONVCU Brandcenter 2010M.S. Mass Communication - Creative Brand Management3.73 Cumulative GPA Burtch Drake Scholarship ’08 / Peter Coughter Scholarship ‘09

University of Maryland 2008B.A. Studio Art; B.S. Marketing3.94 Cumulative GPA / Magna Cum LaudeVarsity Field Hockey — Two-time National Champion

Kendall Beveridge

Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.

-Howard Thurman

kendallbeveridge@gmail.com 301.788.3736kendallbev.tumblr.com