Partnering with lead agency, Tara Wilson Agency, developed experiential training programs.
20th Century Fox
Conducted brand audit and subsequently developed sub-brand (naming, visual identity, and animatic) for a multicultural studio.
Worked with 20th Century Fox Home Entertainment on numerous movies executing experiential and digital marketing.
Designed and executed creative concept for video game trade show booth at E3, winning The People’s Choice Award.
Planned and activated experiential marketing campaigns and brokered strategic partnerships with key retailers.
American Medical Association
Market association to a new generation of doctors.
Produced 45 on-campus recruiting events.
Conducted qualitative research to generate ideas for product improvements and to help develop stronger creative executions.
Strategy development Consult on web and creative direction Promotional apparel design and production Manage sponsorship of monthly nightclub events and art shows Produce custom art shows Promotional CD supervision: Licensing, Design, Production, and Distribution Creation of custom promotional vehicles Consult on media planning Tradeshow staffing + production Primary research Tastemaker seeding
ESPN The Magazine
Produced event series for advertisers, created pop-up spaces at lifestyle events, and managed guerilla marketing teams to increase awareness of advertiser sponsored events.
Partnering with Rebel Industries and Muse, I conducted exploratory research to understand the mindset of multicultural youth. Research revealed emerging cultural insights, which led to better creative briefs and stronger creative execution.
Developed and managed celebrity-focused event series to increase awareness of new product introductions with influencers.
Conducted ethnographic research to deliver insight into purchase decision process for youth customer.
New American Colleges & Universities
Conducted brand audit and developed communications plan to deepen association’s connection with its 22-member schools. Insight was gathered via focus groups and one-on-one discussions with University Presidents and administrators.
Brand audit led to a name change. 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.
Developed integrated marketing campaign for inaugural MBA Diversity Weekend. The event has now been institutionalized at Babson's MBA program
Designed, managed and executed national in-store retail events to build brand with lifestyle retailers resulting in successful sell-in to targeted accounts.
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.
Event Production - Monthly nightclub events - Tradeshow after-parties - VIP events - Art Shows
Event Sponsorships - Monthly nightclub events - Sprite Liquid Mix Tour - Scratch Tour
Music Services - Licensing, Design, Production, Distribution for 14 promotional CD volumes
Media Buying Tradeshow Staffing + Production Mobile Marketing
Working with lead agency, Global Hue, conducted primary research to test appeal of celebrity endorsers for marketing campaigns.
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.
Framed, structured and scoped complex and ambiguous business challenges
Conducted business / financial analysis to quantify opportunities
Gathered insights to inform potential opportunities and solutions
Synthesized trends, consumer insights, competitive performance, and management information analytics
Facilitated and conducted ideation sessions
Created recommendations delivered at the Senior Executive level
Designed proof of concept prototypes for market
Turner Broadcasting Network
Conducted research on multicultural consumers to drive programming decisions.
Insight: Since the premise of the book was to educate parents about youth activities online, I identified and targeted natural advocates who would effectively reach and influence parents: 1) Helicopter parents – because they are the parenting segment who want to be “in the know” and educate their peers on educational resources; 2) Influential teachers, librarians, and other educators of teens and tweens –because their credibility relies on the their ability to proactively arm themselves with the most current, relevant information needed to better communicate with teens and tweens.
Ideas: The goal was simple – Get Totally Wired to the proverbial tipping point. To do so, rituals (activities of importance) for the targeted advocates were scrutinized to determine the best communications plan. Ultimately, I designed and implemented a national tour anchored by regional PTA conferences and several high profile national education conferences. Tour updates were managed via a branded microsite. In addition, Procter & Gamble’s BeingGirl.com was sold as a national sponsor and blogher was brought in as media sponsor.
Impact: Two additional print runs and book sales increased by over 500%. 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.”
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.
Partnering with lead agency, The Hunter-Miller Group, conducted primary research to develop insight into purchase journey for moms.