full example here (19.3 MB, pdf)

MELINDA MEYERS
Copywriter
Academy of Art University
Graduate School of Advertising
Midpoint Review
Wednesday, March 14 11AM
INTRODUCTION
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ABOUT ME
RESUME
PORTFOLIO
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20-31
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ACE
EBAY
BOOST
BED BATH & BEYOND
THANK YOU
INTRODUCTION
PORTFOLIO
CREATIVE BRIEF
1. Why does our client need to advertise?
To promote its unique do-it-yourself supportive team.
2. What is the advertising going to accomplish?
Reinforce that Ace Hardware is your neighborhood hardware store with a knowledgeable
staff that can help with any basic household project.
3. Who are we going to connect with?
Home repair virgins. People who have just entered the head-of-household position, who can’t afford the high cost of a maintenance or handyman and, out of necessity,
tackling the job themselves.
4. What are the most insightful things we know about them?
They currently feel lost when it comes to home projects and are used to calling the
landlord when something breaks.
5. What is the single most effective message we can tell them?
Ace isn’t just a hardware store; it’s your helpful neighbor hardware store.
6. What else is there to know that supports this message?
There is help available for everyone at Ace. With Ace’s friendly and knowledgeable staff,
you can find just about any tool you’re looking for. You’ll never be made to feel stupid because you don’t know something. Ace is the place to ask your questions and to get informative and useful answers. With Ace, you’ll get the job done right.
Client: ACE Hardware
Instructors: Lacey Waterman & Kathryn McFarlane
Semester: Fall 2011
Art Direction: Melinda Meyers
Copywriting: Melinda Meyers
Creative Brief: Stefanie Putnam
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PRINT
This series of prints target first-time homeowners who have made the hard transition
from never having to fix a leaky toilet to being responsible for fixing everything around the house.
These household projects, while tackled by both sexes, are seen as masculine duties. For this
reason I selected a type with hard edges, a solid fill and used all capital letters.
The imagery for each consists of common do-it-yourself tasks that this market will most
likely encounter, such as installing a door handle, utilizing a ladder and setting up a hammock.
Each is fairly simple but can be intimidating to a first-timer.
I chose to address the target market’s fear of trying new things and instill confidence by
confronting possible fears such as installing a door handle, climbing a ladder to high places and
setting up a hammock. While seemingly simple at first, the actual execution of these tasks can
be somewhat complex. My “the only hard part will be” campaign attempts to allay those fears by
replacing the task-related fear with something unrelated and less daunting.
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CREATIVE BRIEF
1. Why does our client need to advertise?
To allay consumer fears with online purchasing.
2. What is the advertising going to accomplish?
Establish consumer confidence and reduce perceived purchasing risk in order to increase website use and sales.
3. Who are we going to connect with?
Users who are 45 years of age or older, make between $50K and $75K a year, and are
almost equally split between the male and female genders.
4. What are the most insightful things we know about them?
We’ve seen a rising trend of Internet use within the 45+ segment. Their observed practices show a steady increase in using the Internet for research, purchasing goods, banking and
auctions; an observation that is expected to continue over the next several years. The fear
of identity theft while making online purchases is still present, as is the intimidation of
learning something new. They are conservative, live conventionally, respect authority and
value stability over risk.
5. What is the single most effective message we can tell them?
Low-risk transactions.
6. What else is there to know that supports this message?
- Sellers are rated
- Products are reviewed
- The process is convenient
- There us a unique variety of items
Client: Ebay
Instructors: Lacey Waterman & Kathryn McFarlane
Semester: Fall 2011
Art Direction: Reilly Newman
Copywriting: Melinda Meyers
Creative Brief: Melinda Meyers
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PRINT
This series of prints addresses the current perceived risk associated with online purchasing
by eBay’s largest existing segment, the 45 and older crowd. I selected chunky lettering, the
overlaying of alphanumeric characters and a color scheme consistent with its logo to continue the
lighthearted and fun feeling already associated with eBay.
Each headline focuses on numbers, specifically numbers that reinforce existing services
to include seller and product reviews. These headlines also address situations the existing market
would probably encounter or information that would assist in mitigating their current fears
concerning online purchasing. Ultimately the goal is to convey the message that “there’s comfort
in numbers”.
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CREATIVE BRIEF
1. Why does our client need to advertise?
To increase recognition in this niche market.
2. What is the advertising going to accomplish?
Increase general awareness and make it stand out in the niche market of prepaid mobiles.
3. Who are we going to connect with?
Young urban kids between 18 and 24 who have limited funds and need to budget for
everything in advance. They can’t get credit, but don’t want to be burdened by debt. “Love
to be free and hate to be tied down” is a lifestyle they pursue.
4. What are the most insightful things we know about them?
These urban youths who aspire to be cool have declared, “Enough is enough!” and
have dedicated themselves to living a life without credit cards in today’s
instant-gratification world. They don’t want restrictions, they want freedom.
5. What is the single most effective message we can tell them?
“No restrictions.”
6. What else is there to know that supports this message?
- Hassle-free, no deposits, no contracts, no credit checks
- Large coverage map, low roaming fees
- Unlimited minute plans available
Client: Boost
Instructor: Michael Waldman
Semester: Spring 2011
Art Direction: Alec Klienfeld
Copywriting: Melinda Meyers
Creative Brief: AAU
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PRINT
The following series of prints were written in the spirit of protest and are meant to convey
the existing battle between monopolistic cellular practices and the people’s desire for affordable
and reasonable mobile options. Each image works with its corresponding headline to impart a
sense of empowerment and inspiration.
The content written was inspired by the great speaker Joseph Stalin, who spoke on a
relatable level and addressed the accomplishments of all his countrymen and women. With the
call to action “the time is now” the takeaway emits power in unity and confronts the illusion that
citizens can’t make a difference.
Each poster has a QR code in its lower right hand corner where, when scanned, will lead
consumers to Boost’s mobile application.
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MOBILE APP
In the spirit of empowerment and unity we developed a mobile application where users
can compare Boost’s cellular rates and plans with those of the competition and it will enable them
to stay up-to-date with all scheduled protests.
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WEBSITE
Subsequent to each protest, citizens are interviewed and their testimonials uploaded to
Boost’s website where people can share their experiences and concerns. This is a medium that
gives faces to the voices and an outlet where people can be heard.
In addition to the testimonials, you would also find news-related content, company
information and a calendar of scheduled protests where people can come together and feel heard.
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TWITTER
We opted to include social media, as the success of our campaign depends on Boost’s
ability to spread news fast. Boost’s Twitter account would offer updates to include any news
related to the mobile industry, as well as reminders of all current and future protests.
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CREATIVE BRIEF
1. Why does our client need to advertise?
To open itself to a new market segment.
2. What is the advertising going to accomplish?
To broaden its current segments to college students.
3. Who are we going to connect with?
College students between 18 and 24 years of age who are living on their own for the first
time.
4. What are the most insightful things we know about them?
They are unfamiliar with budgeting and the responsibilities that come with living on their
own. Unused to having to shop for themselves, they find making lists in addition to
their studies overwhelming. It’s during this time they are attempting to find the balance
between partying and being responsible.
5. What is the single most effective message we can tell them?
Get prepared.
6. What else is there to know that supports this message?
Bed Bath & Beyond provides a convenient and affordable one-stop shop where most
things needed to set up a living space are provided, including bedding, closet organizers,
kitchen appliances, and cleaning and college supplies.
Client: Bed Bath & Beyond
Instructors: Lacey Waterman & Kathryn McFarlane
Semester: Fall 2011
Art Direction: Melinda Meyers
Copywriting: Melinda Meyers
Creative Brief: AAU
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PRINT
With college students as the audience, I chose to deliver the USP “get prepared” via
relatable situations with relevant items they would use within their living space. Each print ad is
titled with a concept that is then followed to its conclusion.
Something students can easily relate to is taking notes. That given, I decided to sketch Bed
Bath & Beyond’s logo in addition to using my husband’s handwriting for the content. I went with
notepaper as my background, which supports the written type choice. Overall, the placement of
each element, the message conveyed and the way with which it is conveyed provides a casual and
relatable message.
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BILLBOARD
Billboards are highly visible and are present everywhere, including college campuses.
Despite its high visibility, it also serves as a perfect medium for being heard. This campaign
appeals to the fun side of students by implementing that which they spend the most time doing
(other than school); listening to music and surfing social networks.
By logging into their Facebook accounts, students can hear their song requests played
from the speakers affixed to the billboard. They can also tune into the radio to listen to their
requests and their “friend’s” requests.
Ever heard of a street party? College students have, and they throw them all the time.
Not only does Bed Bath & Beyond offer the gear you need for your party, but it’s throwing one.
Students bring the food of course.
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BUS S HELTER
In the spirit of student involvement in all things that don’t require exams, here’s a bus
shelter where waiting for the bus doesn’t have to be so boring. These knives, which you can get at
any of your local Bed Bath & Beyond stores, act as a magnetic game of target practice. Just remove
each handle from the magnetic board and take a stab at it.
Have a fellow traveler join you for a little healthy competition. Either way, you won’t forget
that Bed Bath & Beyond is where to go to gear up.
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SOCIAL M EDIA
Bed Bath & Beyond’s Facebook account is where students can go to submit their song
requests in addition to finding current deals and other status updates, such as Deion Sanders was
spotted shopping at Bed Bath & Beyond!
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TIMELINE
SUM 2010
ADV 622
ADV 623
MS: Perspectives in Adv.
MS: Account Planning
FALL 2010
ADV 602
ADV 604
GS 601
MS: Art Direction
MS: Copywriting Techniques
Renaissance Art World & its Classical Origins
SPR 2011
ADV 606
ADV 626
MPT 625
MS: Campaign 1
MS: The Brand & Branding
MS: Editing Concepts
SUM 2011
GS 606
Crossing Borders
FALL 2011 ADV 616
MS: Advanced Adv. Concept Development
ADV 621
MS: Advanced Copywriting Techniques
GS 713Creative Writing
SPR 2012
GR 616
WNM 600
MS: Making Ideas Visible
MS: Digital Applications
THANK YOU
These past few semesters have been arduous, filled with the many growing pains
that come with hours of brainstorming, endless sketching, and learning the mechanics of
material that was completely foreign to my previous self.
It has been an honor to be an online student at the Academy of Art University.
SUM 2012
DS 800
Directed Studies
DS 800Directed Studies
I hope to continue my studies in the next half of my journey and to one day join the ranks
of other seasoned copywriters so that I too may mentor others.
FALL 2012 DS 800
Directed Studies
DS 800Directed Studies
Thank you for giving me this opportunity to share my work with you. I hope that
SPR 2013
DS 800
Directed Studies
DS 800Directed Studies
GLA 676
Professional Practices
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you enjoy what you see and I look forward to my remaining semesters with you.
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