alex HEIDEBREICHT {Hide - A - Bright} Account Planning and Strategic Vision

education activities (continued)

Bachelor of Arts May 2008
2007, Lead developer of User Experience Research
Western Kentucky University
resulted in key consumer insight, which propelled
Advertising Major/ Account Services; Theatre Minor
case studies to top of class honors
GPA in Major: 3.8

work experience 2007-2008, Advertising Federation Member
Imagewest (Internship) January 2008 - May 2008 (Western Kentucky University) raised money and
Account Executive: Developed slogans and creative promoted the organization
briefs for Kentucky Bar Association, Ikon Construction
and Kentucky Trust Company, created marketing plan for 2007, Advertising Federation Conference
Western Kentucky Sports Club, presented agency portfolio to (Dulles, Virginia) gained insight on AOL
clients and helped facilitate client meetings campaign from chief officer John Burbank

Buffalo Wild Wings May 2006 - July 2008 2003 - Present, Amateur Filmmaker
Server: Maintained guest satisfaction, Released a successful theatrical film in Bowling
train other employees on guest satisfaction Green, KY
and corporate standards

TGI Friday’s January 2005 - May 2006
Shift Leader and Server: Short term managing,
relevant coursework
Advertising Campaigns, Developed User
ensured guest satisfaction, Experience Research giving key consumer
hiring and firing, training employees on insight and co-developed the overall
guest satisfaction and sales campaign strategy and creative message
computer skills Advertising Account Planning, Lead planner
Microsoft Office Suite: Word, Excel, Powerpoint for team earning top of class honors,
Adobe Creative Suite 3 developed User Experience Research,
MRI Plus strategies and creative messages for
Media Flight Plan major brands including Discovery Channel

activities Copywriting and Layout, Developed creative
2008, Managed Strategic Vision Team for concepts, strategies and designs for French
AAF AOL competition at Western Kentucky wines and All Blessings Aid and Adoptions

2008, Primary strategic developer for AAF Advertising in a Digital World, Led a full scale ad
sanctioned AOL campaign campaign for the Hummer H3 earning top of class
honors
2008, Developed and managed User
Experience research for AAF sanctioned AOL Advertising Research, Performed market
campaign research and helped to develop S.W.O.T. analysis
for Microsoft’s Zune resulting in top of class honors
2008, Led presentation team for AAF
sanctioned AOL campaign Additional Relevant Courses, Advertising Media
Planning, Print Design, Interactive Design, Public
2007, Primary Account Planner on cases for Discovery Channel, Relations, Marketing, Principles of Advertising,
Sparks Energy Beer and Slacker Radio - developed strategies Digital Video Production and News Writing
for Account Planning course that received top of class honors

{615.243.6599 - alex.heidebreicht@gmail.com}

 alex HEIDEBREICHT
{615.243.6599 - alex.heidebreicht@gmail.com}
Who I am
I am someone who infuses my life and work with passion and creativity.
Every day is a chance to make it and your work a masterpiece. That is my
approach to everything I do. I separate myself from the clutter by developing
innovative research methods that deliver winning strategies, which promote
brand growth. I am a proactive, energetic and passionate individual who
genuinely loves advertising.
What I do
I build connections. A brand is nothing without
someone to identify with it. I put myself in the consumer’s
mindset with innovative ethnographic research. In the
end, I discover the best way to inspire them and connect
them with a brand. On the right you will notice some of the
brands I have worked with. Each one needed to connect
with their audience. I developed branding strategies
to maximize their reach and consumer involvement.

What I’ve done

It is only the beginning. I firmly believe that
the sky is the limit. Through school and the AAF I have
worked with major brands to maximize awareness among
consumers. I prefer to stay ahead of the game and fully
immerse myself in the latest market trends. My gift is to
find the consumers and tap into their mindsets. I find what
they need and want from a brand and from that I create
branding campaigns that spark passion and build
connections. My work has set me apart from the rest at
my respective University. Now I’m looking to bring my
work to a whole new level.
What I offer
Why should you hire me? What sets me apart from
the rest? My innate passion for advertising and my devotion to
continuously developing innovative ways to research the target
audience make me stand out from the crowd. At the end of the
day it’s about doing the right thing and that is what I do. I do
what is right for the brand and what is right for the consumer. I
take on many roles. I am a leader but more importantly I am a
team player. I do what is best for the team. As a person one is
capable of great things but as a team we are capable
of changing the way the world looks and


looks and interacts with a
brand. Amour
French Wine
 Creative Brief & Strategy

Get
Men and women 18-24

Who
Multi-tasking millennials wanting to express themselves while staying constantly connected with the
content and people that matter to them.

To
Enhance their need to socialize with the world around them.

By
Taking the all ready market leading AIM chat client and fusing it with a revolutionary 3D social
networking environment and allowing the user to access content and stay connected across three
platforms: PC, mobile and Nintendo Wii.

Additional Insight:
Through User Experience Research, the agency has discovered that the primary motivations of the
Millennial target audience are self-expression and constant connectivity. The Strategic Vision Team has
developed the new AIM Beyond according to the consumers’ key insights. The strategy and features of
AIM Beyond follow:

Strategy:
The new AIM is an application. AIM is no longer a destination site. AIM is now everywhere you are. It
goes with the target audience whether they are on their personal computer, mobile phone or Nintendo
Wii. This application is capable of launching from Facebook, Myspace, Bebo, Flickr, Google, Youtube and
many other sites. We live in a world that accesses its entertainment and information from three screens
and that is the new AIM Beyond - constantly connected and allowing the target to express themselves.

• The new AIM Beyond aggregates AOL’s social networking properties and AIM chat client.
• AIM Beyond is 3D. The user is allowed to go beyond the conventional flat page and see their
social networking site in a 3D format creating a much more expressive and visual environment for the
target to connect with others. This is an advanced and unique aggregation of a social networking site
and instant messaging. Everything the target loves about social networking (wall posts, private messages,
groups, etc.) now exist in the unique 3D environment.
• All the AOL features people love can be integrated into their new AIM Beyond 3D social
networking space. Sports, news, finance, maps, shopping, etc.
• A series of AIM applications (AIMsports, AIMnews, etc.) will be available as standalone features.
You do not need to download AIM to connect to others.
• The new AIM branded applications can be added to the user’s social networking sites allowing
instant updates of sports, news, finances and more. These allow the user to stay constantly connected
with the issues that matter to them. For example, they can instantly chat about what’s happening with an
AIMsports story whether they are on Facebook, Myspace or where ever.
• The X Drive application allows the user to store data and access it across any platform whether it
is the personal computer, mobile device or Nintendo Wii.
 The Results? I’ll let the creative do the talking.

AIM Beyond is an application that can

be launched from Facebook

The Message:
AIM Beyond is all about self-expression and constant
connectivity. It facilitates it.

For maximum self-expression we have designed 3D

environments that reflect the personality of the user.
They can customize their 3D environments by adding
their favorite movies as movie posters, adding a jukebox
for AIM Tunes and more.

For constant connectivity we offer the user three

platforms to access their AIM Beyond. Three screens is
the future. Users access their content from computers,
mobile devices and televisions through the Nintendo Wii.
This allows them to move content and contacts across
the Internet and access their information any where.

Now your social network is a visual

representation of your personality

AIM Beyond on the Nintendo Wii

This legal graffiti shows our

three platforms
Get
Men and women 18-54

Who
Are intellectually curious and seeking a more social way of sharing and learning information on science.

To
Think of Discovery Channel first when it comes to online scientific programming and learning.

By
Give them an online social community for expressing their opinions on scientific issues and Discovery Channel
programming.

Additional Insight

Research showed the agency that there is an under-served market of intellectually curious Americans evenly
split between men and women and ranging from ages 18 to 54. The intellectually curious are divided into three
segments:

1) Passion and Science (always willing to discuss scientific topics)

Primary interests are nature, medicine and the environment

2) Money and Success ( unlikely to speak about their interest in science)

Primary interest is technology

3) Style and Science ( only discuss science if engaged in conversation by another)

Primary interests are technology, nature and weather

User Experience Research was invaluable to this case. Through it the agency gained key consumer insight and
learned what the target thought Discovery Channel truly lacked. The agency worked with a target from the
Passion and Science segment along with a target from the Money and Success and Style and Science segment.
Through their participation the agency learned that the solution was to offer a socially driven Discovery
Channel site to appeal to those who want to share their views on science and other Discovery brands.
 alex HEIDEBREICHT The Ethnographic Method
Unanticipated Insight Delivered
UXP
User Experience is exactly that. It is putting your product in front of the target and letting them guide you in the right
direction. All product and creative development is targeted towards a specific group of people but it’s impossible to know them when
looking at a group of numbers. With UXP you know your audience and how you can inspire them with your product or your brand.
UXP links you and your product to the consumer creating an undeniable passion for your brand.

How it works:
4-12 participants
1 hour spent with each
Selected from target audience
2-4 sessions each
Hands on product trial and insight

Deliverables:
30-60 minute documentary style film
Executive Summary of key insights

Ethnography
There is something exciting about the energy, humor and insight that marks a night out among friends. Ethnography goes a step
further and spends time with the target audience not as a mediator or intruder, just as an observer. We are able to see the target in
their natural environment, which allows the truth to unfold naturally and comfortably. What we find are unscripted surprises, common
behavior, rituals of the target and invaluable insight that drives the perfect creative strategy.

How it works:
4-12 participants
3-5 hours spent with each group
Selected from target audience
2-4 outings each

Deliverables:
30-60 minute documentary style film
Executive Summary of key insights

Friendship Circles
It’s amazing what you can learn about a group of friends when they come together for an evening of insightful banter guided by a
not-really-there moderator. The stories that are told provide immensely valuable insights that can be used to drive the creative strategy.

How it works:
6-12 participants
In home
1-2 hours with each group
Moderated conversation
Laddered recruit: friends, friends of friends
Hypothesis validation

Deliverables:
Short film to illustrate findings
Executive Summary of key insights