katie nelson

account management

personal manifesto

knelson419@gmail.com 480-313-3550

My college career started at ASU where I thought I wanted to be journalist. Then I discovered the world of target markets and brand models, and I found myself at BYU studying advertising. I’ve never looked back. If you scroll through my iPod, you will find only classical music, and maybe one or two alternative albums. I’m addicted to frozen m&m’s, musicals, and autobiographies. I sing out loud when I’m happy, and also when I’m sad. Last year I ordered a National Geographic subscription because secretly I aspire to be a know-it-all of obscure historical events. I subconciously twirl my hair when I’m in deep thought, and the back of my right hand is stained with a to-do list. I’m not your typical girl. I’m not boy crazy, and I don’t like to copy fashion trends. However, I could tell you my celebrity crush and exactly what not to wear. I have a love-hate relationship wth Facebook; and, I’m not afraid to admit that I blog stalk people. Someday, I will speak Spanish fluently, and I will hike the trail to Maccu Piccu. I’m a thinker, a planner, a strategist, a doer. My passions come with purpose, my work ethic with direction, and my commitments with sincerity. It all sounds so intense, I know. But that’s just how I feel about my life. After all, understanding people, and myself, is a serious business. You need a manager or planner? Give me a call.

table of contents
Resume Sierra West Jewelers LDS Institute Voices of Courage Canon ELPH Camera Creative Portfolio WSR Newsletter Freelance Design 6 10 14 18 24

30 38



work experience
BYU ADLAB Account Planner Jun 2009 - present Conduct research for clientel. Create professional presentations for clients. Interpret data into target market insights. Strong team player. BYU WOMEN’S SERVICES & RESOURCES Account Manager Aug 2009 - present Initiate research. Manage advertising campaign for abuse awareness and eating disorders. Coordinate promotions. Design and edit monthly newsletter. Teach workshops. Brainstorm events. BYU WRITING FELLOWS Writing Tutor Dec 2008 - Dec 2009 Work closely with professors to help teach students necessary writing skills. Meet monthly with students to go over writing assignments. Edit research papers. BATH & BODY WORKS Sales Associate Aug 2007 - May 2008 Engage customers. Promote and sell products. Deal with public relations. Develop effective interpersonal skills.

BRIGHAM YOUNG UNIVERSITY Provo, UT Aug 2008 - April 2011 BA Communications, Emphasis in Advertising and Marketing, GPA: 3.73 Minor in Editing & Linguistics UTAH STATE UNIVERSITY Logan, UT Jun 2008 - Aug 2008 Humanities Study Abroad in Italy, England and Sweden, GPA: 4.0 ARIZONA STATE UNIVERSITY Tempe, AZ Aug 2007 - May 2008 Freshmen year in the Walter Cronkite School of Journalism and Mass Communications, GPA: 3.9

community service
RELIEF SOCIETY PRESIDENT Jan 2010 - April 2010 Serve as a guide and mentor to 30 women in the BYU community. Plan and coordinate community activities. Promote women’s issues of self-worth. Encourage women to make monthly visits to one another. Stimulate unity within community. Promote service among women and men. 7

PUBLICITY CHAIR Aug 2009 - Dec 2009 Use Indesign to create a community directory of 150 students (completed in 12 days with pictures and contact information included). Manage community announcements and advertisements. ACTIVITIES CO-CHAIR Dec 2008 - April 2009 Manage a team of 8 students. Coordinate bimonthly community activities. Work closely with publicity chair to promote and advertise events.

software skills
Experienced with statistical program SPSS Registered Qualtrics user (Stats Program) Proficient in Indesign Microsoft Powerpoint, Word, Excell, Outlook Keynote Basic understanding of Photoshop & Illustrator iMovie


Sierra West Jewelers account planning

Client: Sierra West Jewelers Challenge: Research target market of soon-to-be-engaged college students ages 18-26. Create strategic advertising suggestions to increase brand awareness and store revenue. Suggest alternative forms of advertising. My Position: Account Planner. Work with a team to conduct a quantative and qualitative analysis of the brand and target market. Use research to create a brand model and creative solutions to increase brand awareness and store revenue. Duration of Project: Feb 2010 - April 2010


executive summary
The owner of Sierra West Jewelers, a small jewelery store chain in Utah and Arizona, came to the BYU AdLab seeking help in better understanding his target of college students ages 18-26.

qualitative methodology
• • • 18 in-depth interviews 2 ethnogrophies 2 focus groups

Currently, Sierra West Jeweler’s advertising strategy revolves around their cheap prices. While it is true that price is an important factor in the engagement ring shopping pricess, my research team and I wanted to understand the core desire within the ring shopping process.

BRAND MODEL Current Position
Sierra Who?? “Sierra West is a company I’ve heard of, but I don’t know a whole lot about it.

Create a brand model based off of research and suggest a new advertising strategy for Sierra West. Recommend alternative forms of advertising based off of the new brand model.

Desired Response
Sierra West! “Sierra West is the first and final place I’ll go when searching for my engagement ring. I’ve heard of and experienced great things about them when searching online, visiting the store, and talking to friends. I feel confident I will find my perfect ring at Sierra West.”

quantitative methodology
• •

Quantitative survey about media consumption of target market Quantitative survey about engagement ring

brand model
Conceptual Target
The Wanna-be-Unique, Love-struck Couple These students have been raised to believe that temporal possessions are not the most important part of life, yet the social expectations surrounding marriage and engagement rings still affect them. It’s important for them to have a ring that stands out because it’s the tangible proof of their commitment and love for one another. When they finally meet that special someone, they’re both love-struck and believe they’ve found their better half. Their love and commitment for one another drive them to search high and low, near and far for the perfect ring: the tangible bit of proof that gives them confidence in their purchase. to my spouse. I want a ring that is as unique as the love I have for my special someone.”

Role of the Brand
The Matchmaker Sierra West is the ultimate Matchmaker! We have a passionate interest in understanding your unique love story. Our main goal is to match you with the perfect engagement ring: one that is a direct reflection of your relationship with your future spouse.

Compelling Truth
Your Matchmaker Sierra West is the place where young engaged couples can find superior custom design, a vast style selection, and excellent customer service, guaranteeing that your engagement ring is really your ring—unlike any other. Registered gemologists assist and educate couples in recognizing what to look for in a quality ring, and will do all they can to help clients feel comfortable and confident that their ring is the very best match for them.

Core Desire
My One and Only “There are so many people getting engaged, and we’re all picking from the same pool of rings: I want mine to be different. When I show my ring to all my friends, I want to feel confident that my ring is the best match for me. I want to feel like there isn’t something better out there. Every curve, cut, and carat represents the quiet commitment I have

Selling Idea
Your story, your ring: the perfect match. 13

LDS Institute account planning

Client: Mormon Church Institute Program. Challenge: Find out why students ages 18-26 are not attending the Institute Program and present a creative solution to resolve the problem. My Position: Account Planner. Work alongside professors to create, conduct, analyze and interpret quantitative and qualitative data. Assist in creating a new brand model for the Institute Program. Assist in creating the final presentation for the client. Duration of Project: Sep 2009 - Feb 2010


executive summary
Representatives from the Church of Jesus Christ of Latter-day Saints (Mormon) Institute Program came to the BYU Adlab asking for help in researching their target market, which includes young single adults ages 18-26.

The quantitative survey was created using Qualtrics, a statisical software program found online at www.qualtrics.com. The data was tested and analyzed using another statistical software program known as SPSS. In total, our research included the following: • • • 678 quantitative surveys 74 in-depth interviews 8 ethnogrophies

Institute is a weekly religion class for young single adults ages 18-30 aimed at helping college students expand their knowledge of LDS theology and assist students in making major decisions concerning education, relationships and careers.

the process
As part of the BYU Adlab, (and under the direction of my professors) I helped to create, conduct, analyze and interpret quantitative and qualitative data. I also assisted in creating a new Brand Model for the Institute program. The project began by conducting in-depth interviews to determine which topics to target in the quantitative survey. These insights included:

The LDS Institute program expects 100% of LDS young single adults ages 18-26 to attend institute. Only 25% are cuttently enrolled and attending.

Find out why students do not attend institute.


• • • •

current perception of institute the ideal institute program optimal learning environment level of obligation to attend

After the surveys were conducted, the qualitative data was seperated into two groups: those who currently attend institute and those who do not currently attend institute. Due to a research limitation on the client side, the quantitative survey was sent to only those currently enrolled in institute. Despite the research limitation, we were able to find correlations between both qualitative and quantitative data sets. The two groups of current attendees and non-current attendees showed a substantial amount of similarities when considering how the Institute proram should be changed, and better yet, improved. Two prevalent insights included the learning environment and the purpose of institute. Research showed that students expect their institute class to be conducted by a well-trained teacher who can facilitate worthwhile discussion: a conversation where insights can be appropriately shared,

thus providing proper guidance for young single adults ages 18-26. When considering the purpose of institute, research revealed that students desire to attend a class once a week that will offer enlightening conversation. Currently, institute promotes itself as a productive dating service and social scene. This is not what consumers want most. Rather, young single adults crave a program that will help them fulfill their emotional and spiritual needs.

so what
This project was particularly rewarding for me because I am an institute student. Learning to research and understand my own age group proved insightful and revealing, to say the least. The months of time and energy invested into this project demonstrate my passion for research and people. Not only do I thrive when I’m around others, but more importantly, I seek to understand them.

brand model
current perception
Optional, hit or miss “Institute is good, but it’s optional. It’s inconsistent. Sometimes it’s relevant and inspiring; sometimes it’s a huge waste of time.”

core desire
Security in inconsistent times “These 18-26 year old spiritual adolescents crave a genuine relationship with God. In a time of their lives where there are few, if any constants, they desire the spiritual peace of mind that comes from knowing they can be spiritually guided in the many big and small decisions in their life.

conceptual target
Spiritual Adolescents “This is the microwave generation. These young adults feel that they need and are entitled to have everything they want right NOW. Easily distracted, they fill their life with the “stuff” in the thick of thin things. They have checked the boxes of the “Church Checklist” and believe that is sufficient for conversion. They are stressed about their job, school, relationships, and the uncertainty of their future. Their righteous desires are lacking in personal, self-driven direction. They like to live so close to the edge that it’s easy to forget which side of the line they are on. Although they are dealing with adult-like responsibilities, they still haven’t fully developed into spirifual adults. They feel they have converted, but are still complacent in continually strengthening their testimony. 18

role of the brand
Help groom spiritual adults “Helping spiritual adolescents grow into spiritual adulthood by making the gospel real, relevant and applicable.”

compelling truth
Optional: Hit or Miss “Institute is a place to share experiences with peers, and it addresses life concerns. Experienced teachers provide mid-week spiritual enlightenment, which provides distinct guidance and gospel-centered solutions in a community catered to the young single adults of the church.

desired response
Institute is my mid-week must have “Institute is my mid-week must have. I have a place where I can gain greater direction and hope in navigating my specific life challenges through guidance from my instructors, peers and the Holy Spirit.”


Voices of Courage account management & creative

Client: BYU Women’s Services and Resources Challenge: Educate BYU students and faculty about abuse and motivate them to do something about stopping it through a campaign called Voices of Courage. My Position: Account Manager and assistant Art Director. Coordinate creative execution by working with designer, photographer and models. Assist creatives in making the print ads and writing the story line of the video. Edit Voices of Courage website. Contact campus news venues to help spread the word. Design newsletter. Schedule booths on campus and coordinate other promotions to educate students about the campaign. Duration of Project: Oct 2009 - March 2010


executive summary
BYU Women’s Services and Resources wanted to create a campaign called Voices of Courage: a proactive effort to raise awareness against relationship violence. Voices of Courage was created to motivate men and women to stop domestic violince, rather than simply standing by and letting abusive behavior continue. to define abuse. Use traditional advertsing such as effective print ads, a website, short videos, newsletters and weekly promotions to raise awareness against abuse. The color purple was chosen because it represents the abolition of domestic violence.

Voices of Courage

so what
Advertising isn’t just about making revenue. It’s about using creativity and strategy to inform the public about crucial information. In this case, I helped BYU students understand that abuse is real and there is a way to stop it. I am passionate about promoting truth. voicesofcourage.byu.edu

BYU students are unaware of two things: first, the different levels of abuse; and second, that the percentage of abusive situations has continued among BYU couples.

Educate BYU students about abuse and why they should care and how they can be proactive in stopping it.

Brainstorm and define what exactly constitutes abusive behavior. Use the harm continuum theory 22

designer & photographer Brooke Beecher manager & copy writer Katie Nelson The following print ads were displayed on the BYU campus and on the website. The pledges are meant to inspire students to make their own commitment to personally stop abuse. We ran a total of 12 pledges. This portfolio features my favorites. 23




Canon ELPH Camera media buying

Client: Canon ELPH Camera Challenge: Create a 12 month media campaign for the Canon ELPH camera My Position: Media Buyer. Create a media strategy for the Canon ELPH camera that will attract a target market of males and females ranging from ages 18-45. Duration of Project: Oct 2009 - Dec 2009


executive summary
target market
The following plan for Canon ELPH Cameras outlines suggestions for the entire year’s advertising strategy with the goal of reaching the target audience of males and females between 18-45 with an annual income ranging from $50,000 to100,000. The plan focuses on consumers who are looking for a quality camera at an affordable price. Consumers want a camera that can be depended on to capture quality images in every situation—giving the owner confidence and ease of mind.

objectives and strategies
objective 1 Continue to stay at the top of the entry level pointand-shoot camera market. strategy Improve brand perception through the creative strategy. Ads will convey a simple, light-hearted and confident tone. We want consumers to believe that buying an ELPH camera will capture memories at their highest quality. objective 2 Increase market share from 30 to 40% strategy: Canon will enter the social media world in order to expand their market share and distinguish themselves from the competition. objective 3 Increase brand recognition and confidence among our designated target market. strategy The Canon brand will be reinforced and easily recognized as high quality and affordable through high reach and frequency in chosen mediums.

The markets we have chosen to spend the majority of the budget are New York, San Francisco, Dallas, Seattle, Denver and Hartford.

media venues
The media that has been suggested for use in the specific markets include broadcast television, billboards, newspaper, and a marketing promotion consisting of a Canon Scavenger Hunt. The regional campaign consists of magazines, Internet advertising through blogs and flicker, and an Internet promotional contest called the Canon Hall of Fame. 28

creative brief
creative brief
brand position Your Camera says a lot about you. The ELPH Camera is positioned to appeal to those who want an accessible point-and-shoot camera that is inexpensive and high quality. This consumer is the mountain climber who wants to capture the cliff he conquered; the mother who wants to keep the memories of her child’s first birthday; the grandma who wants to remember the colors of the balloons at her 50th wedding anniverisary; the grandpa who wants to take a picture of his grandkids on the merry-go-round at the county fair. This Camera is made to fit the basic needs of becoming photographers, while also ensuring storing options. Canon cameras preserve memories and feelings. creative strategy The strategy of the print and broadcast advertisements is to increase brand awareness and promote brand perception. The idea is that the Canon ELPH camera ensures the capturing of memories in good quality pictures. Advertisements will include high-quality photos of families, young people, and young adults: all potential consumers of a Canon ELPH camera. promise In using a Canon ELPH camera, consumers are promised that no matter what kind of memory they are trying to capture (baseball game, family reunion, graduation, etc.), Canon cameras are sure to grasp each experience at its best. Consumers have no need to worry about whether or not the image is moving, or in poor lighting. The Canon ELPH has the power to capture any memory at high quality for an accessible price. tone Simple, light-hearted, fun, confident. The point of our print and broadcast advertisements is to portray the confidence that comes from buying an ELPH camera. This confidence stems from knowing that the Canon ELPH will automatically offer top performance, just like any professional Canon 60D. The fun and light-hearted tone of the advertising is meant to appeal to consumers’ emotional need for optimism and positive influence in their lives. tagline Canon ELPH: Power in Your Pocket


media budget
The following charts represent the media budget for just one of the cities my team and I chose for our Canon media budget. The charts below represent New York. This simply demonstrates my ability to use mediaframework.com to study current demographics and figures about the current market and to use this information to budget a strong strategy. Below are the charts as presented in the original leave behind:

Q1 $1,711,200 Q2 $2,660,800 Q3 $1,943,400 Q4 $5,315,800 Total $11,631,200

Circulation New York Times Daily New York Times Sunday Total 1,039,031 1,451,233 Full Page Ads 12 2 Cost $2,143, 584 $400,387.68 $2,543,971.68


Q1 $84,000 Q2 $105,000 Q3 $147,000 Q4 $126,000 Total $462,000

Each billboard costs $7,000 each with 7 billboards in each city.

Total Cost of New York: $14,637,171.68
Magazines Sky Mall Better Homes ESPN People National Geographic Photographer Magazine Total Circulation 10,000,000 7,626,088 1,792,359 454,265 5,475,135 75,500 Full Page Ads 4 8 6 6 6 6 Cost $42,000 $289,200 $156,750 $38,475 $178,060 $3,704 Total $168,000 $2,331,600 $940,500 $230,850 $1,068,360 $22,224 $4,761,534

TOTAL BUDGET for all cities: $47,393,812.88

creative portfolio WSR Newsletter

Client: BYU Women’s Services and Resources Challenge: Use a medium that will best promote the services, topics and interests of BYU’s Women’s Services and Resources Office. My Position: Designer and Editor-in-Chief. As the sole designer of this project, I work closely with fellow editors and local photographers to assemble each month’s newsletter. Other staff members help to select and edit the stories published in each issue. Duration of Project: Sep 2009 - present


newsletter design
executive summary
BYU Women’s Services and Resources wanted to find a medium that would best express their viewpoints and recommendations concerning women’s issues. I chose to promote their cause through a well-designed monthly newsletter.

the newsletter
After all the designing was complete, we (the WSR staff) had one last task before publication: picking a name. We wanted to name our newsletter something inspiring. After much deliberation, our office director chose to name the newsletter Sofia because Sofia means peace and tranquility and balance: all important characteristics we hope to stimulate in each women who reads our newsletter.

BYU Women’s Services & Resources is a counseling center on campus aimed at helping women realize and appreciate their full potential by promoting women’s issues. WSR offers counseling, workshops and nutrition consultations.

so what
Not only does this project showcase my creative potential, but it also demonstrates my ambition and drive to solve problems. If I don’t know how to do something, I will find a way to do it—even if it means staying up all night in the computer lab drawing blue boxes all over my Indesign screen. Lucky for me, I now know how to implement creative techinques into the strategic process. From a management perspective, this project taught me an even greater level of interpersonal skills when dealing with different groups (writers, photographers, etc.) in the design process.

scope of project
I did not know how to use Indesign before beginning this project. I took the initiative to meet with a design professor on campus to see if she wouldn’t mind teaching me the basic concepts of the program. After hours of playing in the computer labs, I learned how to use Indesign to create a newsletter for WSR. It is now published monthly (online) for BYU students, staff and faculty. 34

designer & editor
Katie Nelson The following issue was our February 2010 publication. Women on campus expressed interest in topics of seasonal depression, Celiac Disease and nutrition. So, we delivered! The newsletter is sent via email to our subscribers, which includes a data base of a majority of the female population at BYU. 35

newsletter design



newsletter design



creative portfolio community service

Client: BYU 121st Ward Challenge: Increase attendance at community events and activities through the use of effective print advertisements. My Position: Publicity Chair. Design and distribute print advertisements. Write copy. Manage a team of 9 students. Duration of Project: Sep 2009 - Dec 2009


executive summary
At BYU, clusters of neighborhood blocks grouped into “wards.” A student ward consists of approximately 100-200 people. Last fall my current ward needed help in advertising local events, activities and announcements. The ward also needed a directory that had everyone’s picture and contact information. was creating the directory. At the start of the project, I did not have any pictures or contact information. Within 12 days, I was able to collect 163 photos, names, phone numbers, majors and email addresses for the directory. And just to give you an idea of how driven I was to finish this project by deadline, I threatened to use several facebook photos of students who would not give me the time to take their photo or give their contact information. Thank goodness social media makes everything so accessible!

BYU 121st Ward

my position
Publicity Chair consisted of leading a group of 9 students to help in the process of first, contacting local councils in the ward about upcoming events, second, designing appropriate advertisements, third, finding an economically saavy way to print off advertisements, and lastly, distributing fliers on a daily basis. I also sent out weekly emails to encourage ward members to get excited about upcoming activities.

so what
This project gave me the chance to taste the creative side of advertising. Most of the following fliers were for ward activities. Most of my work is focused on typography and strong imaging. All images were selected from gettyimages.com. While I don’t consider myself worthy to be deemed a creative per say, you can see from my portfolio that I do have the potential to recognize good creativity, an essential skill for aspiring account managers. Following are just a few of my favorite ads.

scope of project
The most challenging assignment within this project 42








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