This is the latest version of my work that contains two new projects that I have been involved with over the last year.

1. TYSON REEVES
STRATEGIC & CREATIVE PLANNER

2. DEGREE DESIGN
MANAGEMENT
Design Management is a pro-
cess in the development of a
Sales Research
business or organization’s strat-
egy, identity, and communica-
tion on a deeper level. A Design
Manager acts as an interface Website Marketing
Campaign
of management and design by
connecting design thinking, in-
novation, technology, products, Advertising
Design Design Management
services, and communication
between clients and creatives.
The Design Management pro-
Logo Public
cess is focused primarily on em- Branding
powering the art and science of Relations
integrating design into the busi-
ness world in order to enhance Identity
Strategy
the quality of life and organiza-
tional success.

3. SKILLS COURSE MATRIX
The following DMG
courses demonstrate
how they relate to
being a strategic &
Creative Planner.

4. PROFILE STRATEGIC &
CREATIVE
PLANNER
Strategic & creative planning involves organization, flex-
Brand Strategy
ibility, and efficiency. It is the ability to utilize both the
Account Service right and left side of your brain. The left side of the brain is
Video Production logical and analytical while the right side relies more on
emotion and intuition. It’s a way of connecting the dots,
Consumer Research generating ideas, and producing something amazing. In
my opinion, every job needs someone who is both strate-
gic and creative.

5. VALUES MANIFESTO
“ The biggest and brightest ideas come
from those who are not afraid
Passionate, Authentic, of taking risks
Curious, Collaborative, Because With mistakes come good
Innovative, and things, by treating every obstacle as an
opportunity, But however beautiful the
Attentive
strategy, always look at the results
And remember to live as if you were
to die tomorrow, learn as if you were
”
to live forever

6. AGENCY: Wild Alchemy
ROLE: Producer/Editor STELLAR
ACCOUNT
SERVICE
The Strategy
We decided to ask some of the PDX industry
The Opportunity leaders of account service what constituted a
Numerous agencies found themselves struggling stellar performance. We would uncover insights
with thier account managers, so they asked Lynette as to how agency managers raise the bar and
Xanders, founder/CEO of Wild Alchemy, how to define stellar performances as they dealt with
raise the bar. Lynette then asked me to produce, difficult clients and tamed chaotic situations,
film, and edit a documentary on the art of provid- hired new employees, and delivered solutions
ing account service. for business success. The insights derived from
their responses would be summarized in the
documentary film.

7. The Results Best Advice
The film contains responses to the follow- “Our enthusiasm can sometimes get the
ing topics: best of us. That’s when you have to be
careful when speaking to clients.”
• Defining Account Service
Ken Smith, Dir. of Acct. Service
• Qualities of an AE Wieden + Kennedy
• What Amazing looks like
• Opposite of Amazing
• Dealing with difficult clients Difficult Clients
• New Hire Expectations “By having real relationships with your
• Best Advice clients, you’ll begin to see the value of
that trickle down through the work.”
Sam White, Assoc. Creative Director
Liquid
Participating agencies included:
• Wieden + Kennedy
• NORTH
Qualities
• Liquid
“You have to have a strong account
• Grady Britton
management essence that leads for
• Leopold Ketel & Partners the good of a brand”
Paige McCarthy, Dir. of Acct. Service
Grady Britton

8. New Hire Expectations
“What it requires is discipline. Get it “I want a new hire to represent the
done, work hard, and ask for more.” agency’s personality when working with
Jerry Ketel, Founder clients.”
Leopold Ketel & Partners Stacy Graham, Chief Strategy Officer
First Independent Bank
Defining Account Service
“They provide inspiration, leadership, “It’s about helping clients connect the
motivation, and inspiration.” dots through translation of right-brained
vs. left-brained people.”
Andy Askren, Creative Director
Grady Britton Rebecca Armstrong, Partner
NORTH
Stellar
“Great account service is wrapped
in the relationship with the client.”
Frank Grady, King
Grady Britton

9. CLIENT: Wild Alchemy
ROLE: Account Planner VITALITY V
The Opportunity
Vitality V An online magazine targeted toward the female ageless
generation or female boomers between the ages of 45 and
63. The magazine will include topics such as style, health, and
“Branding through advertising beauty. The website’s overall goal is to develop content that is
relevant to the consumer’s lifestyle. It will encourage commu-
and design is perhaps more nication among the women in order to form an online
of an art than a science, and community.
treating research as such (a
science) can kill the magic.” The Strategy
Discover what is important to these women by conducting a
series of non-traditional qualitative interviews. The responses to
-Lynette Xanders the questions will then be formulated into key insights about
the consumer.

10. Research
Key Insights
• They’re looking for ways of keeping their marriage alive. The following insights were gathered
Better communication. Getting over resentment. Mo-
nogamy. Dealing with a husband’s mid-life crisis. from a group of 10-15 women who
were all interviewed at their lcal gym,
• Some of them are sexually frustrated. They want to
know ways of coping and dealing without Sex at their coffee shop and shopping mall.
prime. How to handle a husband’s rejection. Why it’s
not their fault. Self-esteem issues.
• They would like to gain sexual Confidence. Coping with Ideas
loss of youth. Realizing that looks don’t last forever.
Overall tone of the magazine should be simple yet
• How are they supposed to feel when their daughters sexy. It should be mainly focused on feminine sexual-
become more attractive? They secretly become envi- ity with sub categories including health, fashion, and
ous when men look at their daughters more than them. finance. Very credible editors are necessary to have
in order to gain trust. It should represent a sense of el-
• Being single? Where can they search for a partner? egance through its design and layout. Layout should
Should they call it quits after a certain point? also be easy to navigate and may benefit from a
touch of green.
• Coping with divorce after 50? Is it the right answer?
Ways of working around it/alternatives.

11. Results
In order to market to this group we must first speak thier Poster Child
language. They are still getting familiar with using tech-
nology, which is why simplicity is a must. When blogging
to them, it is important to make references to credible
sources. Their goal is to live forever, not to age quickly,
and to live life to the fullest.
For Vitality V, my number one recommendation is to
address the stage and not the age. We need to pres-
ent a brand that listens and lets the audience know that
change is hard, but in the end we will all be o.k. The
issues to address include change, mid-life crises, men-
tal health, and sexuality. My overall strategy is to help
prepare these boomers for what comes next. They are
in need of some friendly advice in coping with their per-
sonal issues.

12. CREATIVE BRIEF
Why are we advertising? Who are we talking to?
To gain recognition for the brand website. People who:
• Are retired yet active and hate sitting at home
• Want to live life to the fullest
What does success look like? • Embrace the Internet as a shopping medium
80/20 Rule: • Do lots of research for advice on purchases
Ageless women in need of advice/tips on • Love honest products & services, cannot be fooled
by smoke & mirrors
their sexuality, marriage, and stage of life. • Prefer experts that are credible, they are skeptical
• know that time is a commodity
Low-hanging fruit:
• Like to be spoken to in a language they can under-
Women who are interested in tips on beauty, stand (proper grammar and spelling)
fitness, technology, etc.
What do we want them to believe?
What can we tap into? Vitality V is here to address the ever-changing stages of life
that many women must face sexually, mentally, and physi-
Addressing the stage, not the age of life.
cally. We want them to know that we are hear for them
and in the end we are confident that it will all be o.k.

13. CLIENT: RideOn
ROLE: Design Manager C LIENT
DISCOVERY
WHO IS THE CLIENT?
RideOn is a non-profit business that provides transportation to
local Portlanders who are too intoxicated to drive. RideOn is
operated by volunteers that transport individuals directly to
their homes within the Portland area. This service is only offered
on Fridays and Saturdays between the hours of 11pm and
3am. The cost of this service is $10 and there are currently over
100 volunteers.
The first step in understanding a
client is to gather the facts that What must we achieve?
help discover the problem. We must raise more sponsors, customers, and volunteers by
raising brand awareness.

14. CREATIVE BRIEF
A creative brief sets the What can we tap into?
The need for an easy way to get home on the
stage in telling the brand’s weekends without the hassle of fees for hotels or
taxies.
story, It reveals who the story
is for and why, It helps guide What is the key fact?
RideOn is the alternative to spending a night out
the entire campaign in mak- without having to worry about the consequences of
being too drunk to drive home.
ing a connection with the
audience. Who are we talking to?
Responsible people in their 20’s and 30’s who enjoy
the social scene downtown at least once every
weekend.
What is the one thing we need to
tell them?
You drink, we’ll drive…

15. MARKETING PLAN
STRATEGY TACTICS / ATTRACTION
Create a community-based campaign that • Post flyers on bulletin boards,
informs local Portlanders about the RideOn tables, and bathrooms within local
service so that it can expand into the entire bars, clubs, and restaurants
Portland region.
• Generate Facebook fans of local
bars/night clubs with the intention
The marketing plan provides a voice to
of reaching up to 1500 people by
the solution. the end of the year
• Post updates on Facebook and
send direct messages to fans
educating them about the use
of RideOn. Mail out invitations to
local neighborhoods explaining
what RideOn will do for them.

16. RESULTS
HOW IT WORKS US PROGRAMS DONORS
HOME ABOUT CONTRIBUTE Blog
SUCCESS STORIES CONTACT
your ride
ABOUT SPONSORS
WORD ON
FAQ CONTACT US THE STREET
WE DRIVE YOU AND YOUR CAR HOME SAFELY FOR $10.
When an individual gets too impaired to drive they call
RideOn at (503) 235-RIDE
A designated driver will be dropped o at your location.
We will happily drive you home in your own car for $10. No
tickets, no towing, no worries!
Business Cards WHEN: Fridays and Saturdays, 11pm - 3am.
WHERE: Pick-ups o ered in SE Portland and spon-
soring bars around town. Please see our sponsor map
Website to nd out which super cool bars are providing
RideOn service at their establishments just for you!
We will drop you o anywhere in Portland proper.
COST: $10 at fee.
There is no additional charge per passenger, however,
we will not drive more than legally allowed per vehicle

17. AGENCY: Bent Image Lab
ROLE: Production Coord. ANIMATION
WORKSHOP
The Strategy
Prepare the executive producer and direc-
tor for this event by organizing all marketing
strategies, itineraries, shipments, and schedules
including flyers, flights, hotels, rentals, catering,
equipment, meetings, and P.A.’s.
The Opportunity
Executive Producer Tsui Ling Tommer and award Agency life can often be chaotic,
winning Director Rob Shaw wanted to host a stop
motion animation workshop in Chicago. The event
but some of us learn to thrive on the
would be geared toward animation fanatics who chaos.
want to learn more about the stop motion process
and how to create their own animation clips.

18. The Solution
• Flyer
• Itinerary
• Schedule

19. Chicago Itinerary
Stop Motion Animation Workshop
Schedule
Stop Motion Animation Workshop

20. CLIENT: Staphaseptic
ROLE: Project Manager Social Media
THE Opportunity
A public relations campaign targeting the Mom-
my Blogger segment for the client Tec Laborato-
ries. They want to get their product, StaphAseptic,
reviewed by their primary target audience, moms
who care for kids and family, to spread the word
about the importance of MRSA and staph infection
prevention in order to boost sales of their product.
THE STRATEGY
Social media is a powerful tool to A report that tracks the overall numeric reach of the
establish or increase brand aware- campaign through stats related to the blogger site
as well as their social media following on Facebook
ness through community engage- and Twitter. Capture quantitative data about the
brand coverage for StapahAseptic. Finally, cap-
ment. ture qualitative references from actual reviews to
measure and capture the blogger-driven messages
about the product.

21. SOCIAL MEDIA
REACH
The use of graphics is
meant to represent the 10
12
blogger reach data 6 7
13
(including geographic
3 4
distribution of the cam-
9 8
paign outcome) and
was developed spe-
11 15 14
cifically to appeal to
the client’s response to 5 1
visual representations
of the information.
2

22. QUANTITATIVE DATA
The report tracks the overall numeric
reach of the campaign through stats
related to the blogger site as well as
their social media following on
Facebook, Twitter, and Google Blogs.
Cumula&ve Cumula&ve Cumula&ve
Reach Reach Reach
• 3,361 • 9,418 • 6,157

23. QUALITATIVE
DATA
• 150 brand mentions
• 6 logos (stand alone)
• 13 of 15 used StaphAseptic in headline
• 1 used Staph in headline
• 29 links to StaphAseptic web pages
• 4 links to StaphAseptic Facebook
• 17 product photos used
• 12 coupons featured at 11 blogs
• 1 mention of World MRSA Day sponsorship