Sean Duffy Marketing/Advertising Spring 2015 Portfolio

Sean Duffy 3146604007

sean.duffy@loop.colum.edu seanduffy.virb.com

Education Columbia College Chicago, Chicago, IL Anticipated 2016 B.A. in Advertising, B.A. in Cinema Arts + Sciences GPA: 3.89 Related coursework: Developing a Marketing Plan, Interactive Advertising, Advertising Copywriting, Marketing Research, Intro to Media. Activities: National Society of Collegiate Scholars, Women+Film, Improv Club. Experience Jewel Osco, Chicago, IL June 2014 – November 2014 Starbucks Barista

• Brewed, prepared, and served Starbucks coffee and other beverages. • Cashed out customers at register and assisted them as needed. • Checked and refilled stock and assisted in load-ins of shipments.

Opera Theatre of St. Louis, St. Louis, MO May 2012 – July 2012 Garden Host + Parking Lot Attendant

• Bussed tables and managed trash. • Assisted patrons and gave directions as needed. • Managed parking and sold vouchers.

Volunteer Work • Event assistant for No Small Plans Productions’ Pride Cruise 2014. • Script Supervisor on Columbia College Chicago advanced film productions. • Teacher’s Assistant at Parkway South High School.

Skills Computer/Technology

• Video production, audio production, photography, adobe premiere, final cut pro, microsoft office, adobe photoshop.

Marketing + Advertising • Copywriting, integrated marketing, social media marketing, online crowdfunding,

interactive media. Other

• Presenting, creative writing, directing talent, scriptwriting.

References available on request.

Integrated Marketing Communications

Crowd funding In 2014, I created a crowd funding campaign for the production of my short film Resolutions. To get funders, I utilized social media, created a video, and set up a campaign that not only got people interested in the film, but also interested in the fun perks they could get out of donating. You can view the campaign and video here. Media In my Intro To Media class, I developed a mock media plan for the American Art Therapy Association. In an attempt to reach doctors in the Chicago area, I developed a marketing plan that utilized out-of-home, magazines, and online advertising. Public Relations In my Intro to Public Relations class, I developed a mock PR campaign for The Neo-Futurists, a Chicago-based experimental theatre company. The objective of the campaign was to expand awareness of the Neos in Chicago’s LGBTQ community. I designed a campaign where the Neos would volunteer at events for Center on Halsted and Chicago Dyke March, as well the promotion of their annual LGBTQ show. Market Research For my Intro to Market Research class I created a mock research plan for eyeglasses company Warby Parker. I analyzed the company’s current position and created email surveys, questions for focus groups, and so on, to give the company a way to gain customer insights on new designs. Marketing Plan Development In my Developing a Marketing Plan class, two of my peers and I designed a full mock marketing plan for Intelligentsia Coffee, spanning every element of marketing communications. You can read the strategy brief for the plan on the next page.

Intelligentsia Strategy Brief

Target: Men and women ages 18 to 35, living in urban areas. The urban yuppie. These people are constantly moving, they’re creative, and need coffee to keep moving. They enjoy good coffee but seek more towards convenience with places like Starbucks and Dunkin Donuts. Challenge: Intelligentsia is trying to establish in a saturated caffeinated beverage market. To establish in this market, Intelligentsia will have to raise brand awareness without losing the quality of their name with their current clientele. Objective: We want our target market to choose Intelligentsia as their prefered coffee shop to get work done, raising overall sales and foot traffic to each location. Strategy: By creating an ad campaign that targets the creative side of individuals. The campaign itself focuses around the idea that Intelligentsia brews brilliance. With this as our campaign tagline, we will create advertising across media that aims to correlate the process of Intelligentsia coffee --- the brewing process, the shop, etc --- with the process of creating great art and great work, with the intention being that viewers will Intelligentsia as a place where they will be inspired to create similarly great things. Tactics: To kick off our campaign, Intelligentsia will host a series of spontaneous events in shops in LA, NYC, and Chicago. These events will be surprises that spread through word-of-mouth/social media. Intelligentsia will host artist-in-residencies that feature musicians, painters, etc creating art in a little studio space set up in coffee shops. For example, Intelligentsia could host a concert series where artist play impromptu sets in shops, with day-of announcements of performances. We plan to utilize any city transportation ads space as well as billboards, to catch the number of people who commute to work via bike, car, and public transportation. Our radio and pre roll ads will have similar audio takes and played with NPR as well as on Vimeo channels and youtube channels that correlate with our target audience.

Primary Media: • Print • Digita/Online • Promotional events

Secondary Media: • Radio • Out of home • Sales promotions/Direct Marketing

Time window: August 2016 - November 2016 $100,000 Events & Remodeling $100,000 Print advertising $100,000 Online Promotion & Advertising $50,000 Radio $100,000 Outdoor $450,000 Total

Advertising

The following are selected samples from mock campaigns created in various classes, ranging from simple print to banners to radio. All copy is original. Visuals are stock, save for the “City Saved My Life” spot --- original video by myself.

Columbia College Chicago – Bus Shelter

Columbia College Chicago – Long Copy We’ve%always%been%a%li.le%off.%From%the%sandbox%to%the%schoolyard,%we%never%quite%fit%in.%We%ate%paste.%We%colored%outside%the%lines.%We%played%alone.%But%we%never%stopped%being%ourselves.%Not%even%when%everyone%told%us%to.%

We’ve%grown%up.%We’re%sBll%off.%We’re%sBll%odd.%And%yes,%some%people%may%not%ever%understand%us,%but%that’s%okay.%We’re%the%pioneers%of%tomorrow.%The%bringers%of%change%and%creaBon.%The%renegades%of%normalcy.%

We%see%the%possibiliBes%in%a%blank%slate.%We%laugh%in%the%face%of%adversity.%We%kick%the%status%quo%in%the%ass%and%we%don’t%ask%for%forgiveness.%

We%build.%We%create.%We%dream.%%

Be%the%excepBon.%Be%Columbia.%%

Columbia College Chicago – Digital Radio Ad Script 1 JOHN:&It’s%the%moment%right%before%that%things%seem%the%worst.%Pencil'tapping.'Music'under.'JOHN:&Maybe%this%is%stupid.%Maybe%I%need%to%give%up.%Maybe%I’m%just%wasBng%

my%Bme.%The'tapping'fades'into'clock'7cking.'Music'increases'tempo.'JOHN:&There%are%deadlines.%There%are%expectaBons.%There%are%people%waiBng.%%The'7cking'and'music'keep'increasing'tempo.'JOHN:&Maybe%I’m%not%good%enough.%The'7cking'and'music'come'to'a'sudden'STOP.'JOHN:&And%then%it%hits%you.%A%spirit%whispers%into%your%ear%and%out%comes%an%

epiphany.%And%you%have%it.%You%have%it.%Music'up.'%Announcer:%Every%great%idea%needs%a%home.%Every%genius%needs%a%push%

forward.%Columbia%College%Chicago.%Be%the%excepBon.%Be%Columbia.%

Columbia College Chicago – Digital Radio Ad Script 2 A'collage'of'people.'Each'line'is'a'different'voice.'Clock'7cking'@@@'it'increases'tempo'as'

7me'goes'on.'%Greg:&Well,%I%figured%I%could%wait%a%few%years.%Amy:&You%know,%see%if%the%economy%gets%any%be.er.%Alan:&Work%a%few%jobs%and%save%up%or%something.%Erin:&Maybe%go%back%home%for%a%bit.%See%Grandma.%David:&%I%mean,%you%know%how%the%job%market%is%these%days.%Mitch:&I%can%always%wait%for%next%year.%Greg:&Next%year.%Amy:&Next%year.%Alan:&Next%year.%David:&Next%year.%%The'7cking'stops.'Mitch:&Or%maybe%the%year%aQer%that.%Music'up.'Announcer:&You%can’t%wait%forever.%You%have%dreams.%You%have%ideas.%Make%them%a%

reality.%Columbia%College%Chicago.%Be%the%excepBon.%

Columbia College Chicago - Pre-Roll Spot Script

Visual% Audio%

Hands%open%the%blinds%that%cover%a%window.%A%Bny%rising%sun%seeps%through.%

An%alarm%clock%goes%off%in%a%dark%bedroom.%A%hand%hits%it.%

TIFF%(20s)%sits%up%in%bed.%She%holds%her%hands%to%her%face.%She%stretches.%

The&tempo&of&cu?ng&now&increases&with&the&speed&of&the&music.&

A%coffee%pot%spews%out%coffee%into%a%mug.%An%omelet%gets%tossed.%A%bunch%of%fruit%gets%blended.%

TIM%(20s)%just%nearly%gets%on%his%bus.%SARAH%(20s)%stands%on%a%crowded%train.%Tiff%rides%her%bike%through%traffic.%

Tim%runs%into%a%Columbia%building.%Sarah%runs%up%stairs.%Tiff%gets%off%an%elevator%and%sprints%to%a%classroom.%She%almost%trips.%

Tim%enters%a%recording%studio%and%sits%down%on%a%drum%set.%

Sarah%enters%an%art%studio%where%a%blank%canvas%stands%in%front%of%her.%

Tiff%sits%at%a%computer%and%opens%up%a%design%project.%A%student%next%to%her%talks%to%her.%Tiff%starts%ediBng%away.%

Black.%Title%card:%Be%the%excepBon.%Be%Columbia.%

A%single%pizzicato%pluck.%SFX%of%window%opening.%City%ambience.%

Another%pluck.%Alarm%clock%SFX.%

Another%pluck.%%Music%UP.%

Coffee%brewing%SFX.%Frying%pan%SFX.%Blender%SFX.%

Bus%SFX.%City%Ambience.%Train%SFX.%Honking.%Peddling.%People%yelling.%

Music%begins%peaking%with%intensity.%Reverberated%steps.%Elevator%door%opening.%Students%talking.%

Music%comes%to%a%climax%and%then%a%soQer%break.%Tim%and%band%members%say%hi.%Foot%steps.%

Other&Student:&you%look%Bred.%Tiff:&Never.%

Life is Beautiful – Mobile App

A%mock%mobile%campaign%for%the%Suicide%PrevenBon%Hotline%

Life is Beautiful – Train Panoramic Ad

Life is Beautiful – Pre-Roll Spot

h.ps://vimeo.com/113351456%

Archway Cookies - Print

Archway Cookies – Long Copy

Chemex – Interactive Banner

Vivarin – Long Copy