Download - Alex Heidebreicht Portfolio
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alex HEIDEBREICHT Account Planning and Strategic Visi
educationBachelor of Arts May 2008
Western Kentucky University
Advertising Major/ Account Services; Theatre Minor
GPA in Major: 3.8
Imagewest (Internship) January 2008 - May 2008
Account Executive: Developed slogans and creative
briefs for Kentucky Bar Association, Ikon Construction
and Kentucky Trust Company, created marketing plan for
Western Kentucky Sports Club, presented agency portfolio to
clients and helped facilitate client meetings
Buffalo Wild Wings May 2006 - July 2008
Server: Maintained guest satisfaction,
train other employees on guest satisfaction
and corporate standards
TGI Fridays January 2005 - May 2006
Shift Leader and Server: Short term managing,
ensured guest satisfaction,
hiring and firing, training employees on
guest satisfaction and sales
work experience
2008,Managed Strategic Vision Team for
AAF AOL competitionat Western Kentucky
2008, Primary strategic developer for AAF
sanctioned AOL campaign
2008, Developed and managed UserExperience research for AAF sanctioned AOL
campaign
2008, Led presentation team for AAF
sanctioned AOL campaign
2007, Primary Account Planner on cases for Discovery Channel,
Sparks Energy Beer and Slacker Radio - developed strategies
for Account Planning course that received top of class honors
activities
relevant coursework Advertising Campaigns, Developed User
Experience Research giving key consumer
insight and co-developed the overall
campaign strategy and creative message
Advertising Account Planning, Lead planner
for team earning top of class honors,
developed User Experience Research,strategies and creative messages for
major brands including Discovery Channel
Copywriting and Layout, Developed creative
concepts, strategies and designs for French
wines and All Blessings Aid and Adoptions
Advertising in a Digital World, Led a full scale ad
campaign for the Hummer H3 earning top of class
honors
Advertising Research, Performed marketresearch and helped to develop S.W.O.T. analysis
for Microsofts Zune resulting in top of class hono
Additional Relevant Courses, Advertising Media
Planning, Print Design, Interactive Design, Public
Relations, Marketing, Principles of Advertising,
Digital Video Production and News Writing
activities (continued)2007, Lead developer of User Experience Research
resulted in key consumer insight, which propelled
case studies to top of class honors
2007-2008, Advertising Federation Member
(Western Kentucky University) raised money and
promoted the organization
2007, Advertising Federation Conference
(Dulles, Virginia) gained insight on AOL
campaign from chief officer John Burbank
2003 - Present, Amateur Filmmaker
Released a successful theatrical film in Bowling
Green, KY
{615.243.6599 - [email protected]}
computer skillsMicrosoft Office Suite: Word, Excel, Powerpoint
Adobe Creative Suite 3MRI Plus
Media Flight Plan
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alex HEIDEBREICHT
AmourFrench Wine
Who I am I am someone who infuses my life and work with passion and creativity.Every day is a chance to make it and your work a masterpiece. That is my
approach to everything I do. I separate myself from the clutter by developinginnovative research methods that deliver winning strategies, which promote
brand growth. I am a proactive, energetic and passionate individual who
genuinely loves advertising.
What I do I build connections. A brand is nothing withoutsomeone to identify with it. I put myself in the consumers
mindset with innovative ethnographic research. In the
end, I discover the best way to inspire them and connect
them with a brand. On the right you will notice some of the
brands I have worked with. Each one needed to connectwith their audience. I developed branding strategies
to maximize their reach and consumer involvement.
What Ive doneIt is only the beginning. I firmly believe that
the sky is the limit. Through school and the AAF I have
worked with major brands to maximize awareness among
consumers. I prefer to stay ahead of the game and fully
immerse myself in the latest market trends. My gift is to
find the consumers and tap into their mindsets. I find what
they need and want from a brand and from that I createbranding campaigns that spark passion and build
connections. My work has set me apart from the rest at
my respective University. Now Im looking to bring my
work to a whole new level.
What I offer Why should you hire me? What sets me apart from
the rest? My innate passion for advertising and my devotion to
continuously developing innovative ways to research the target
audience make me stand out from the crowd. At the end of the
day its about doing the right thing and that is what I do. I dowhat is right for the brand and what is right for the consumer. I
take on many roles. I am a leader but more importantly I am a
team player. I do what is best for the team. As a person one is
capable of great things but as a team we are capable
of changing the way the world looks and
looks and interacts with a
brand.
{615.243.6599 - [email protected]}
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Creative Brief & Strategy
GetMen and women 18-24
WhoMulti-tasking millennials wanting to express themselves while staying constantly connected with thecontent and people that matter to them.
ToEnhance their need to socialize with the world around them.
ByTaking the all ready market leading AIM chat client and using it with a revolutionary 3D social
networking environment and allowing the user to access content and stay connected across threeplatorms: PC, mobile and Nintendo Wii.
Additional Insight:Through User Experience Research, the agency has discovered that the primary motivations o theMillennial target audience are sel-expression and constant connectivity. The Strategic Vision Team hasdeveloped the new AIM Beyond according to the consumers key insights. The strategy and eatures oAIM Beyond ollow:
Strategy:
The new AIM is an application. AIM is no longer a destination site. AIM is now everywhere you are. Itgoes with the target audience whether they are on their personal computer, mobile phone or NintendoWii. This application is capable o launching rom Facebook, Myspace, Bebo, Flickr, Google, Youtube andmany other sites. We live in a world that accesses its entertainment and inormation rom three screensand that is the new AIM Beyond - constantly connected and allowing the target to express themselves.
ThenewAIMBeyondaggregatesAOLssocialnetworkingpropertiesandAIMchatclient. AIMBeyondis3D.Theuserisallowedtogobeyondtheconventionalatpageandseetheirsocial networking site in a 3D ormat creating a much more expressive and visual environment or thetarget to connect with others. This is an advanced and unique aggregation o a social networking siteand instant messaging. Everything the target loves about social networking (wall posts, private messages,
groups, etc.) now exist in the unique 3D environment. AlltheAOLfeaturespeoplelovecanbeintegratedintotheirnewAIMBeyond3Dsocialnetworking space. Sports, news, fnance, maps, shopping, etc. AseriesofAIMapplications(AIMsports,AIMnews,etc.)willbeavailableasstandalonefeatures.You do not need to download AIM to connect to others. ThenewAIMbrandedapplicationscanbeaddedtotheuserssocialnetworkingsitesallowinginstant updates o sports, news, fnances and more. These allow the user to stay constantly connectedwith the issues that matter to them. For example, they can instantly chat about whats happening with anAIMsports story whether they are on Facebook, Myspace or where ever. TheXDriveapplicationallowstheusertostoredataandaccessitacrossanyplatformwhetheritis the personal computer, mobile device or Nintendo Wii.
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The Results? Ill let the creative do the talk
AIM Beyond on the Nintendo Wii
AIM Beyond is an application that canbe launched rom Facebook
Now your social network is a representation o your person
The Message:AIM Beyond is all about sel-expression and constantconnectivity. It acilitates it.
For maximum sel-expression we have designed 3Denvironmentsthatreectthepersonalityoftheuser.They can customize their 3D environments by addingtheir avorite movies as movie posters, adding a jukeboxor AIM Tunes and more.
For constant connectivity we oer the user threeplatorms to access their AIM Beyond. Three screens isthe uture. Users access their content rom computers,mobile devices and televisions through the Nintendo Wii.This allows them to move content and contacts acrossthe Internet and access their inormation any where.
This legal grafti shthree platorm
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GetMen and women 18-54
WhoAre intellectually curious and seeking a more social way o sharing and learning inormation on science.
ToThink o Discovery Channel frst when it comes to online scientifc programming and learning.
ByGive them an online social community or expressing their opinions on scientifc issues and Discovery Channelprogramming.
Additional Insight
Research showed the agency that there is an under-served market o intellectually curious Americans evenlysplit between men and women and ranging rom ages 18 to 54. The intellectually curious are divided into threesegments:
1) Passion and Science (always willing to discuss scientifc topics)Primary interests are nature, medicine and the environment
2) Money and Success ( unlikely to speak about their interest in science)Primary interest is technology
3) Style and Science ( only discuss science i engaged in conversation by another)Primary interests are technology, nature and weather
User Experience Research was invaluable to this case. Through it the agency gained key consumer insight and
learned what the target thought Discovery Channel truly lacked. The agency worked with a target rom thePassion and Science segment along with a target rom the Money and Success and Style and Science segment.Through their participation the agency learned that the solution was to oer a socially driven DiscoveryChannel site to appeal to those who want to share their views on science and other Discovery brands.
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Unanticipated Insight Delivered
UXP
User Experience is exactly that. It is putting your product in ront o the target and letting them guide you in the rightdirection. All product and creative development is targeted towards a specifc group o people but its impossible to know them whenlooking at a group o numbers. With UXP you know your audience and how you can inspire them with your product or your brand.UXP links you and your product to the consumer creating an undeniable passion or your brand.
How it works:4-12 participants1 hour spent with eachSelected rom target audience2-4 sessions eachHands on product trial and insight
Deliverables:30-60 minute documentary style flmExecutive Summary o key insights
EthnographyThere is something exciting about the energy, humor and insight that marks a night out among riends. Ethnography goes a stepurther and spends time with the target audience not as a mediator or intruder, just as an observer. We are able to see the target intheir natural environment, which allows the truth to unold naturally and comortably. What we fnd are unscripted surprises, commonbehavior, rituals o the target and invaluable insight that drives the perect creative strategy.
How it works:4-12 participants3-5 hours spent with each groupSelected rom target audience2-4 outings each
Deliverables:30-60 minute documentary style flmExecutive Summary o key insights
Friendship Circles
Its amazing what you can learn about a group o riends when they come together or an evening o insightul banter guided by anot-really-there moderator. The stories that are told provide immensely valuable insights that can be used to drive the creative strategy.
How it works:6-12 participantsIn home1-2 hours with each groupModerated conversationLaddered recruit: riends, riends o riendsHypothesis validation
Deliverables:
Short flm to illustrate fndingsExecutive Summary o key insights
alex HEIDEBREICHT The Ethnographic Method