J a n e t W a n g

415 . 937 . 4288 Janet.DoubleU@gmail.com JanetDoubleU.com

Janet Wang

Strategic Planning Portfolio

a b o u t t h e b o o k
This is a compilation of work from my time at Miami Ad School. Everything enclosed is the result of a team of minds. My teammates tell me that my strongest contribution is my ability to funnel complex and seemingly discrepant information into simple chunks, and highlight the signicant points. Enclosed are four case studies which exemplify this approach to problem solving.

t a b l e o f c o n t e n t s
my first time one four

relive the good times keeping ideas alive s h e l t e r about me

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m y f i r s t t i m e
c h a l l e n g e Prevent teen tobacco use. insight The rst cigarette is disgusting, and the experience, uncomfortable. s t r a t e g y Encourage teens to be frank about the awkwardness of their rst cigarette experience so they will choose to not do it again.
Account Planners: Janet Wang & Isabella Martinez Copywriter: Sheska Ocasia Art Director: Michelle Wallace

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c h a l l e n g e Tobacco use is the leading preventable cause of disease, disability and death in the U.S. Every year More than 400,000 people die from tobacco use. Each day 3,450 kids try their rst cigarette. 850 kids become new regular, daily smokers. Tobacco use is almost always established during adolescence Prevent teen tobacco use.

c o n t e x t Current and past campaigns focus on death, aging, and weakness. If you smoke You will die. You will get old. You are a victim. Death. Teens feel immortal. The concept of death is difcult to grasp. Aging. Teens interpret getting old as growing up and maturing, which is attractive. Weakness. Teens are likely to take this as a challenge to their pride and respond with deance to prove they are stronger than tobacco. The more students were exposed to anti-smoking messages, the more inclined they were to smoke. sciencedaily.com

target Who are current anti-smoking campaigns failing to affect? 1, 2 Puff. I already tried a cigarette once or twice, but Im not a habitual user. + DO NOT. Ever the deant personality, tell me NOT to do something and Ill do it. + Senior Status. Im a high school senior. Research shows I am especially susceptible to tobacco use. + Inuencer Effect. I have younger siblings and friends who look up to me. = Deant high school senior who has tried 1 or 2 cigarettes

i n s i g h t The rst cigarette One usually very much dislikes his rst cigarette. Taste for cigarettes must be acquired slowly The Psychology of Everyday Living The rst cigarette is disgusting, and the experience, uncomfortable.

o p p o r t u n i t y It takes more than 3-4 cigarettes to feel out of control over continued smoking. whyquit.com First time smoking does not equal habitual smoking.

s t r a t e g y When you prohibit an action, it becomes more attractive. But if an action is an option, it becomes less desirable. + First cigarette experience is gross and awkward. Encourage teens to be frank about the awkwardness of their rst cigarette experience so they will choose to not do it again.

First time smoking does NOT have to lead to habitual smoking

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c r e a t I v e s t r a t e g y My First Time Many rst time experiences do not live up to their hype. In fact, most rst time experiences are awkward and uncomfortable.

interactive p r i n t a d

Audio - Monologue describing the uneasy and uncomfortable nature of a rst time experience.

youtube & hulu ad

s p o t i f y / m u s i c s i t e a d

Collections of individual teens speaking about the awkwardness of their rst cigarette experiences.

t w i t t e r

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r e l i v e t h e g o o d t i m e s
c h a l l e n g e Protect and grow Netixs subscriber base in 2012. insight If life were a movie, age reects the number of roles weve played, lines weve said, and plots weve experienced. s t r a t e g y Convince our target to retire with Netix and relive the good times.
Account Planners: Janet Wang & James Stevens Copywriter: Sheska Ocasia Art Director: Kira Wehby

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c h a l l e n g e Public perception of Netix was tainted by an attempted division of the companys DVD & streaming business segments, coupled with a price increase. Restore Netixs brand reputation and share price, and thus market cap, to its initial pre-crash levels. Protect and grow Netixs subscriber base in 2012.

c o n t e x t Only 4% of Subscribers left due to this incident Satisfaction of current customers is still high Most recent Q4 nancials show that Netix has already Regained most of its U.S. customers.

i n s i g h t Movies and T.V. shows are a collective visual documentation of our lives: Real, imagined, and available for replay. If life were a movie, age reects the number of roles weve played, lines weve said, and plots weve experienced. o p p o r t u n i t y Netix Users: 17% Under 24 48% 25-44 43% 35-54 18% 55+ Only 18% of Netixs users are age 55+. Big Market. 30% of the population is 55+, and this will only increase. With Money. An American turns 50 every 7 secs. (AARP) 45% of the population will be 55+ by 2015 (US Census). Households headed by adults 55-64 have a median net worth of 15 times that reported for adults under 35 (JWT).

Advertising to current or lapsed customers is not an efcient use of Netixs marketing $

Netix should take this opportunity to grow a new user base. But who?...

target At or Near Retirement. Age 55 to 65 + Relatively Tech-Savvy. Have a smart phone and/or comfortable with email and internet surng + Have Free Time. = Digital Retiree

b r a n d s t r e n g t h s s t r a t e g y Convince our audience to retire with Netix and relive the good times. Why would Netix be a good match for this audience? Largest Content Library To serve the digital retiree who is in search of movies that span from youth to retirement, being the leader in content breadth and depth is a massive advantage. Easy to Use Netix is recognized for its user interface experience. This is an easy adoption for someone who is comfortable with, but not specialized in, using current technology.

Likely to Adopt. Adults 55-63 use the internet on a regular basis. In fact, 70% of them are online right now. 37% of moviegoers are 55+.

Only 18% of Netix users are age 55+

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c r e a t I v e s t r a t e g y Relive the Good Times Encourage at home movie watching by reminding our target of the movies from their past that reect the breadth and depth of their memories and experiences.

Movies and the experience of movie watching from moments in your past: remembering that rst date and drive-ins with your friends.

k i n d l e a d 37% of Kindle users are age 55+ (Amazon.com)

d i r e c t m a i l e r p r i n t a d s Age 55+ are three times more likely than the general public to read print newspapers. (MarketingCharts.com) In the form of a vintage microphone that opens to a cozy living room movie watching setting. Strong preference among age 55+ for printed mail. (ChiefMarketer.com)

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k e e p i n g i d e a s a l i v e
c h a l l e n g e Help small businesses become more competitive. insight Behind every great entrepreneur was a great failure. s t r a t e g y Give entrepreneurs the condence to continue taking risks.

Account Planners: Janet Wang & Isabella Martinez Copywriter: Sheska Ocasia Art Director: Michelle Wallace

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c h a l l e n g e Small businesses are a signicant component of the U.S. economy. More than half of U.S. sales and over half of private sector jobs are attributable to small businesses. Small businesses face several challenges: sales from the economic recession , larger, and more distributed competitors Access to limited funding Integrating new technologies, systems, and practices Help small businesses become more competitive. Help them pursue best practices, dene metrics, and pull in more customers.

c o n t e x t What are small businesses struggling with? Sales? Consumer Condence Index has risen. Consumer Conference Board

target Some say that entrepreneurs are born, not made that their DNA pre-disposes them to certain traits Novelty Seeking The Nascent Entrepreneur

i n s i g h t The Journey of the new entrepreneur EUREKA! Moment You feel like God, drunk on the belief that you have solved the worlds biggest problem. The emotional high and adrenaline rush obstructs your ability to think critically. Fairytale Begins You decide to go for it in the context of a society that idolizes the entrepreneur and elevates him to celebrity status: Steve Jobs, Mark Zuckerberg, and Donald Trump. Reality Hits Few, if any, entrepreneurs know what theyre doing the rst time. What it takes to build a business is a complete contrast to coming up with the idea. Behind every great entrepreneur was a great failure.

Funding? Access to credit ranks at the bottom of concerns..50% say they do not want a loan. National Federation of Independent Business (NFIB) Competition with big business? Small business condence rises for the fourth consecutive month NFIB However 90% of small enterprises fail within the rst two years of operation. SBA A frequent cause of bankruptcy is undercapitalization. This is often a result of poor planning rather than economic conditions Small Business The Art of the Start The struggle is in the start Getting through the rst few years, building the base for a business that will last.

Accomplishment Driven Condent

o p p o r t u n i t y No one talks about the many times Steve Jobs failed before he succeeded. Entrepreneurs are victims of constant self doubt because they compare their behind the scenes selves to everyone elses center stage performance. They need to be reminded that it takes failure to succeed.

s t r a t e g y Remove the taboo of failure and give entrepreneurs the condence to continue taking risks.

It Takes Failure to Succeed

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c r e a t I v e s t r a t e g y Keeping Ideas Alive Connect new entrepreneurs with seasoned entrepreneurs. Encourage entrepreneurs to nd refuge in each other.

c h a t t I n g we incorporate a chatting function that fosters entrepreneur-toentrepreneur conversations and support. Discussions can range from questions to nding resources.

In Their Ofces - Reach the Nascent Entrepreneur in his/her ofce, the coffee shop.

c o f f e e s l e e v e

b l o g p a r t n e r s h i p s Feature blog posts by successful entrepreneurs who have an established online blog and following, such as Guy Kawasaki and Seth Godin.

Interactive Community Partner with the Small Business Bureau (SBA), an already established resource and community, to improve resources for new entrepreneurs. As many new entrepreneurs begin their business ideas online, we will focus on the SBA.gov site,

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s h e l t e r
c h a l l e n g e Develop a brand with the potential to change the worlds lodging landscape. insight What is fundamental for one person is a luxury for another. s t r a t e g y Stay-One-House-One Model

Account Planners: Janet Wang & Isabella Martinez

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c h a l l e n g e More and more consumers are interested in sustainable living for the planet and its people. The hotel industry has been slow to address this trend. The International Hotel Group needs a agship green brand. Develop a brand with the potential to change the worlds lodging landscape and launch thousands of hotels worldwide.

c o n t e x t Green Travelers While guests appreciate the importance of conserving energy and resources, they feel conicted about paying for a hotel that requires such sacrices. Self-Centered Consciousness: care about the environment, but care MORE about personal comfort. 54% of green travelers indicate that confusing terminology is a factor in making it difcult to nd environmentally friendly travel options Understanding Their Impact: do not understand HOW their money is helping the environment. target Who values luxury quality and social impact? Practice what he/she preaches. actively made lifestyle changes. + Self-made, mid-income. + Live well, quality oriented. + Travel for work & pleasure. 2 to 3 times per year and travelled to 2+ countries. + Interested in sustainability. Environmental, social, etc. & solving big world problems. = High-End Hippie i n s i g h t What is fundamental for one person is a luxury for another. In the context of the hospitality industry

o p p o r t u n i t y 72% of green travelers are willing to pay some level of price premium. Who does quality & social impact well? The Buy-One-Give-One business model has successfully achieved both business returns and social impact. Companies such as Toms Shoes have seen dramatic growth in a short period. Sold one million shoes within rst 4 years Spread by word of mouth and strategic partnerships. Key components of success: High-End and High Quality Product $40-$80 shoes. Consumers buy because they like the product itself, regardless of the social impact factor. Clear Consumer Impact With every pair purchased, TOMS gives a pair of new shoes to a child in need. No confusing jargon.

c r e a t I v e s t r a t e g y Shelter - Everyone has the right to shelter, whether in the form of a home, retreat, or refuge. Our hotel provides shelter to our guests and empowers them to provide shelter to others. 1.5 billion people in the world are homeless. Partner with a pre-existing organization, like Shelter the World, to operate the Stay-One-House-One Model: Whether our guest is in California for a business trip or Brazil for vacation, he/she will directly benet the homeless community in that neighborhood. Other Partnerships: Airlines (Virgin) Socially active celebrities (Leonardo DiCaprio, Angelina Jolie, etc.) Social Media Events Mobile Applications

s t r a t e g y Stay-One-House-One Model: Look & feel of a high-end hotel, eco-friendly elements of competing green hotels, and the competitive advantage of a clear and visible consumer impact.

Buy-One-Give-One Model
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a b o u t m e
I am attracted to big problems. This is why I: Studied mathematics and economics Worked as an economic consultant Went to Kenya Engaged in the technology startup space Learn theories people have created to explain systems Examine how big businesses and capitalism work See how micro-enterprise is trying to solve poverty Follow a mission to solve a problem via product or business idea

These activities have involved creative problem solving. They are all new ways of doing something. However inspired I was by these experiences, they have lacked an artistic component of creativity that I nd equally stimulating. I believe that advertising, the intersection of commerce and art, especially in todays technologically evolved society, will be my best t.

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c o n t a c t m e in search of Opportunities to use my love for absorbing and synthesizing seemingly discrepant information in order to create experiences that inspire social behavior. 415 . 937. 4288 janet.doubleU@gmail.com s e e m e o n l i n e janetdoubleU.com janetdoubleU.tumblr.com Founding Team Member rippleQ. Social Venture Technology Start-up 11. 2010 to 4. 2011 Strategy. Performed market competitive analysis and compiled educational kit for internal, investor, and client use. Brainstorm Moderation. Led discussions and drafting of product feature value propositions for use in business strategy, sales, and customer development. Consumer Journey. Created use cases for software product testing and drafted detailed product FAQs. Worked with Creatives. Collaborated with engineers and customer development manager to develop and test product to customer specications. Behavior. Helped develop the company product - behavior management software using game mechanics. Operations. Established enterprise as a Benet Corporation. Managed nancial, legal, and human resource activities.

Strategy & Operations Consultant Community Action for Rural Development. Kenyan organization engaged in microenterprise bee-keeping initiative. 6. 2007 to 9. 2007 Interviews. Visited 40+ farmers on the back of a dirt bike. Mediation. Drafted and implemented agreements between community organization, farmers, and honey suppliers. Moderation. Led strategy discussions with non-prot managers. Immersion. Lived with a host family and participated in community activities. Learned basic Swahili.

Account Planning Boot Camp Miami Ad School 1. 2012 to 3. 2012 Top Dog, First in Class

Senior Economic Consultant Deloitte Tax LLP. Global Transfer Pricing 12. 2007 to 5. 2010 Brand & Intellectual Property Valuation. Managed an intellectual property migration for one of the largest U.S. multinational companies in the hospitality industry as the sole staff person on a multi-partner engagement, assessing brand lifecycle and value, conducting research, client interviews, economic and nancial analyses, and drafting qualitative support for analyses. Project resulted in followup engagement. Macro Trend Analysis. Executed economic downturn analysis for $2 billion revenue client in the computer and information technology industry, analyzing protability, and managing two-person India-based team in performing comparable company analyses to identify economic trends. Client Relations. Directed client relationship as sole staff member of a senior level tax team and managed team of two to complete international tax restructuring for major client in semiconductor industry. Project resulted in avoidance of $1 million penalty.

Introduction to Communication Design Extended Education California College of the Arts Summer 2011

Associate Producer of Content Social Capital Markets. 6. 2010 to 10. 2010 & 5. 2011 to 9. 2011 Large-scale Impact. Helped produce an international social enterprise conference that drew 1,300+ social entrepreneurs, venture capital investors, university professors, and foundations from 40+ countries. Attendees included representatives from the Bill & Melinda Gates Foundation, Acumen Fund, JP Morgan, McKinsey & Company, and Stanford University. Right & Left Brain. Created internal processes for content development, balancing brainstorming and ideation with operation and execution.

B.A. Mathematics/Economics Minor in International Studies University of California at San Diego 9. 2003 to 6. 2007 UCSD Provosts Honors Ernest C. Mort Leadership Award

m o r e a b o u t m e Origami & Collage Arts Practitioner Dancer. Performance & Competitive since Age 5 Yoga & Meditation Enthusiast Vegetarian

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