Designed and executed creative concept for trade show booth at Electronic Entertainment Expo (E3), winning The People’s Choice Award.
Planned and activated experiential marketing campaigns for numerous video game releases.
AMERICAN MEDICAL ASSOCIATION
Produced 45 on-campus recruiting events to connect with a new generation of doctors.
THE NEW AMERICAN COLLEGES AND UNIVERSITIES
Conducted brand audit and developed communications plan to deepen ANAC’s connection with its 22-member schools. Brand audit led to a name change. Insight was gathered via discussions with University Presidents and administrators.
The New American Colleges and Universities (formerly Associated New American Colleges or ANAC) is a national consortium of 22 selective, small to mid-size independent colleges and universities dedicated to the purposeful integration of liberal education and professional studies.
Identified factors that led to under-representation of minority students in undergraduate business program. Market research provided insight for revamped marketing plan resulting in a 50% increase in enrollment applications from minority students in the subsequent year. Recommended partnership with Posse Foundation.
Developed integrated marketing campaign for inaugural MBA Diversity Weekend. The event has now been institutionalized at Babson's MBA program
Uncovered insights to drive product development, refine creative executions, and better understand path to consumers' consideration set.
Consult on web, creative direction, and media planning
Creation of custom promotional vehicles
Tradeshow staffing and production
Partnering with Rebel Industries and lead agency Muse, developed cultural insights to better understand the mindset of multicultural youth.
Conducted ethnographic research to deliver insight into buying decision process for millennials.
Designed and implemented focus group studies, provided copy testing, and synthesized insight to develop personas and inform strategic marketing campaigns for Miller Lite and Redd’s Wicked.
Designed, managed and executed national in-store retail events to build brand with lifestyle retailers resulting in successful sell-in to targeted accounts.
MBA summer internship with Scion/Toyota. I then decided to work on the agency side to continue working with Scion
Event Production, Tradeshow staffing, and Sponsorships
Music Services (licensing, design, and production)
Promotional Partnerships / Alliances
Developed consumer insights and go-to market plans for Timberland urban business during a period when Timberland experienced exponential growth from urban youth consumer.
TOYOTA FINANCIAL SERVICES
Designed grassroots innovation process for Toyota Financial Services to source, filter, and evaluate ideas in a consistent, meaningful way.
Framed, structured and scoped complex business challenges.
Gathered insights to inform potential opportunities and solutions.
Synthesized trends, consumer insights, competitive performance, and management information analytics.
Facilitated and conducted ideation sessions.
As Anastasia tells it… “Jeff has been instrumental in helping me take the message of my book to hundreds of parents and educators hungry for information about what kids are doing online and with other technology. By helping me attract a blue-chip sponsor (Procter & Gamble) and coordinating speaking engagements across the country, Jeff has helped me exceed my goals for promoting Totally Wired.”
Conducted research on multicultural consumers to drive programming decisions.
Working with lead agency, GlobalHue, conducted primary research to test appeal of celebrity endorsers for marketing campaigns.
Partnering with Biomimicry Institute, facilitated innovation workshops for global senior leadership at VF Corporation. These "transformational intellectual journeys," as Eric Wiseman, Chairman and CEO, calls them were designed as a first step in building a sustainable, culture of innovation.
The innovation workshops kicked off the launch of the VF Innovation Fund. The fund was created to drive new ideas that push the boundaries of experimental innovation and encourage associates across VF’s 30 brands to think bigger and bolder. Over the years, the Innovation Fund has received thousands of applications from associates and funded hundreds of projects across the company. Since the Fund’s inception, VF has developed a $2-billion pipeline of new ideas and generated more than 125 projects totaling over $500 million in the marketplace.
ESPN THE MAGAZINE
Produced event series for advertisers, created pop-up spaces at lifestyle events, and managed brand ambassadors to effectively communicate marketing messages at sponsored events.
Developed and managed online insight communities to crowdsource ideas and evaluate them in a consistent, meaningful way. Worked with marketing teams to take raw ideas and transition them to business proposals and projects.
Partnering with lead agency, The Hunter-Miller Group, conducted primary research to develop insights into purchase journey for moms.
Developed and managed celebrity-focused event series to increase awareness of new product introduction with influencers.
20TH CENTURY FOX
Conducted brand audit and developed strategic plan for 20th Century Fox brand extension, Fox Faith, to increase brand trust and awareness with urban audiences.
Worked with Home Entertainment division to promote new releases via experiential and social media.