MS, Communications Practice
Portfolio
SUGGESTED RESEARCH PLAN TEMPLATE
Student:
Date:
Topic Summary: (one sentence)
Example (Corp Com/PR topic): How Toyota moved the story about unintentional acceleration off the front pages of the daily national
newspapers and off the 24 hour news networks.
Example (Brand topic): How Burberry used communications to revitalize its traditional brand to reach new audiences in the 1990s-2000s.
QUESTIONS I WANT
TO ANSWER
HOW THE
ANSWER(S) TO EACH OF THESE QUESTIONS
WILL MOVE MY PROJECT AHEAD
WHOM I WILL ASK
RESEARCH
METHOD(S)
Example 1
Example 1
Example 1
Example 1
How many people play poker in the US today?
What are the demographics of poker players? Are
there any clear segments within this group?
Example 2
What alternatives do young, on-the go mobile
music listeners have to my client’s Zen MP3
players?
This information will help me better understand the size of the
opportunity for the client’s brand of poker wear.
Poker industry associations, poker trade
journals, sources in the library about US
recreational practices
Example 2
This information will help me define the competitive frame for
the positioning of the Zen brand.
•
Example 2
•
Shoppers and attendants at a range
of retailers outlets that sell MP3
players
Desk research
Example 2
•
•
Store checks at Best Buy,
WalMart, Target, and 3
independent electronics
retailers
Intercept IDIs
•
Websites that sell MP3 players
•
Online search of Amazon,
J&R, (etc., etc.)
•
Electronics industry experts
•
Telephone IDIs with Ms. X
(title, organization), Mr. Y
(title, organization), and Mr.
Z (title, organization)
Example 3
What key factors did Burberry consider when
revitalizing the brand—especially market trends
and competitive trends?
Example 3
This information will help me understand why the company
chose to revitalize the brand and what direction to take with
the revitalization.
Example 3
•
•
•
Example 4
How long did it take for Toyota to respond
publicly to media reports about unintentional
acceleration accidents?
Example 4
Timeliness is a key element of how effectively a company
addresses a crisis. This information will help me assess how
timely Toyota’s response was to the unintentional acceleration
crisis.
Your Question 1
Your Question 2
Your Question 3
Etc.
Add pages as you need them.
Work from this plan, when it is complete, to make a rough schedule for your research.
Burberry marketing execs in the UK
and in New York
Execs at Burberry marketing
agencies and consultancies
Fashion industry experts
Example 3
•
•
•
Example 4
•
•
Auto industry experts
Crisis communications experts
Desk Research
Telephone IDIs with Ms. X
(title, organization), Mr. Y
(title, organization), and Mr.
Z (title, organization)
In-person IDIs with Ms A
(title, organization) and Mr B
(title and organization)
Example 4
•
•
Desk Research
Telephone IDIs with Ms. X
(title, organization), Mr. Y
(title, organization), and Mr.
Z (title, organization)
•
In-person IDIs with Ms A
(title, organization) and Mr B
(title and organization)
MS, Communications Practice
Portfolio
Case study proposal form
1.
Topic Summary
My portfolio will examine the effectiveness of AmEx’s “shop small Saturday” campaign from 2010 to 2017 to
increase local business sales.
2.
The Client
What client organization will you be studying?
AmEx was founded in 1850 March 18in New York City, and was founded as a joint stock corporation by the merger
of the express companies owned by Henry Wells , William G. Fargo , and John Warren Butterfield. AmEx is a global
services company that provides customers with access to products insights and experiences that enrich lives and build
business success. The company is best known for its credit card, charge card, and traveler's cheque businesses. In
2017, Fortune ranked American Express as the 17th most admired company worldwide.
AmEx invest heavily in marketing campaigns, including “Don’t leave home without them, The Adventures of Seinfeld
& Superman.” in 1975, "My life. My card." in 2004, and “Shop small Saturday” in 2010 to boost business sales
during recession.
In my project, I will examine the “shop small Saturday” campaign created by the advertising giant Ogilvy & Mather.
3.
The Problem or Opportunity
What is the client’s communications problem or opportunity?
AmEx is very active in sponsoring events and investing in marketing campaigns. In 2010, America was in a great
recession. Ogilvy & Mather’s helped AmEx to launch “shop small Saturday” campaign, the idea was to encourage
holiday shoppers to patronize brick and mortar businesses that are small and local. One of the reasons is that AmEx
wanted to change the shopping behaviors of Americans. Also, it is a shopping holiday in the US on the first Saturday
after Thanksgiving. People will spend more money in the pre-Christmas season.
In 2011, the United States Senate unanimously passed a resolution of support for Small Business Saturday. In 2014,
estimated spending is 13.4 billion dollars. AmEx encouraged small business owners to take charge of the day, helping
them promote their businesses with free personalized ads, which appeared millions of times across the web.
AmExpublicized the initiative using social media, advertising, and public relations. Many local politicians and small
business groups in the United States issued proclamations concerning the campaign, which generated more than one
million Facebook "like" registrations and nearly 30,000 tweets under the Twitter hashtags #smallbusinesssaturday and
#smallbizsaturday
4.
Evidence
What evidence do you have at this point that makes you confident this particular problem is indeed worth
solving for the client, or this particular opportunity is worth making the most of?
In 2010, the holiday was promoted by American Express via a nationwide radio and television advertising campaign.
That year Amex bought advertising inventory on Facebook, which it in turn gave to its small merchant
account holders, and also gave rebates to new customers to promote the event. For example, President Obama joined
one of the #shareyourlove hashtag campaign to promote “shop small Saturday”. The first event was sponsored by
American Express, in partnership with the non-profit National Trust for Historic Preservation, Boston Mayor Thomas
M. Menino, and Roslindale Village Main Street.
My preliminary research includes AmEx history, awards/ recognitions, and has given me a broader understanding of
the “shop small Saturday” campaign. I will need to check AmEx’s published annual report, and get more information
about their target audience for the project.
5.
Feasibility
Why did you choose this particular client and/or issue?
My motivation for the project is that I would like to work for a financial services company in the future. Also, I am
passionate about credit cards. Personally I have opened credit card with AmEx because they offer great bonus and very
convenient to use, particularly the Platinum one.
I have visited Digitas last semester with the class, and one of their clients is AmEx. Digitas did #shareyourlove break
records with over 85 million social engagements and 70 million snapchat filters for AmEx “shop small Saturday”.
Also, one of the program graduates works there. I will get in touch with her and see if she would help me connecting
with AmEx people.
6.
Phone Number and E-Mail Address
What phone number and e-mail address should we use to correspond with you this semester?
My phone number is 9174972503, email is dy2338@columbia.edu
7.
Citation
https://www.americanexpress.com/us/small-business/shop-small/about
https://www.adforum.com/agency/5066/creative-work/34474690/shop-small-small-business-saturday/americanexpress
https://www.digitaslbi.com/en-us/work/creative-marketing-small-business
https://www.dandad.org/en/d-ad-amex-small-business-saturday-case-study-insights/
https://www.adforum.com/agency/5066/creative-work/34474690/shop-small-small-business-saturday/americanexpress
MS, Communications Practice
Portfolio
SUGGESTED RESEARCH PLAN TEMPLATE
Topic Summary: Analysis of Lay’s use of social media to crowdsource a new flavor of potato chips.
QUESTIONS I WANT TO ANSWER
BRAND
Brand Equity:
• What was the brand equity
prior to and after the
campaign?
Communication:
• How did the brand
communicate prior to the
campaign? Was in one-way
or two-way communication?
• What were the key messages
of the previous ads?
HOW THE ANSWER(S) TO EACH OF
THESE QUESTIONS WILL MOVE MY
PROJECT AHEAD
This information will allow me to
determine people’s general perceptions
about the brand.
The ads prior to the campaign will help
me understand the evolution of the
brand’s communication.
WHOM I WILL ASK
RESEARCH METHOD(S)
• Member of PepsiCo’s
marketing team
• Desk research, including
analyzing data from
websites such as Mintel,
Factiva, Orbis, Hoovers
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Analyzing info from
advertising forums, case
study websites (such as
WARC and
Mindjumpers), Youtube,
and Lay’s channels
CONSUMERS
MARKET
ENVIRONMENT
Revenue:
• What was the revenue of
Lay’s prior to and after the
campaign (2009-2012)?
• What was Lay’s market share
in the U.S. snack market in
2009-2012?
This data will help me determine if there
was a correlation between revenue
growth and the ad campaign.
• Member of PepsiCo’s
marketing team
• Analyzing PepsiCo’s
annual reports (20092012)
• Desk research, including
analyzing data from
websites such as Mintel,
Factiva, Orbis, Hoovers
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Desk research: Simmons
OneView
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Analyzing info from
advertising forums and
case study websites
(such as WARC and
Mindjumpers).
Demographics:
• What were the demographics
for snack consumers from
2009-2012?
• Were there any clear
segments within those
groups?
• Which age range was the
largest group of consumers of
Lay’s from 2009-2012?
Since it has been shown that the
campaign was targeting at millennials,
this demographic data will help me
measure whether the campaign worked
with its target audience.
• Member of PepsiCo’s
marketing team
Behavior:
• If there was a change in
demographic of consumers
from 2009 to 2012, what
caused the change?
• When buying snacks, how did
consumers decide what to
buy at the point of purchase?
Was it the promotion? Flavor?
Or brand?
Understanding consumer behaviors will
help me determine if there was a
correlation between the shifts in
demographic of consumers and the
campaign, and how the campaign worked
with its target audience.
• Shoppers and attendants at a
retails.
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Store checks at CVS,
Walgreens, Duane Reade
• Analyzing info from
advertising forums and
case study websites
(such as WARC and
Mindjumpers).
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
Industry Landscape:
• Was there any news/trend
that affected the snack
This information will help me understand
the context of the situation, and therefore
will help me determine if there was a
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Analyzing PepsiCo’s
annual reports (20092012)
industry?
Competitors:
• What were Lay’s major
competitors and what were
their revenues in 2009 –
2012?
• Did the competitors have
engaging platforms?
• Was there any brand that did
similar campaigns as Lay’s
Do Us A Flavor?
CULTURE
Trend:
correlation between the snack industry
landscape and the campaign.
• Member of PepsiCo’s
marketing team
• Desk research, including
analyzing data from
Business Source
Complete, Statista
• Analyzing data from
business journals and
articles such as Forbes,
Bizjournals,
Fiveminutemarketing
• Analyzing info from
advertising forums and
case study websites
(such as WARC and
Mindjumpers).
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Interview with the team
from Energy BBDO
This information will help me understand
the context of the situation, and therefore
will help me determine if there was a
correlation between the competitors’
performance and the campaign.
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
This information will help me understand
• Current and formal members
• Analyzing PepsiCo’s
annual reports (20092012)
• Desk research, including
analyzing data from
Business Source
Complete, Statista
• Analyzing info from
advertising forums and
case study websites
(such as WARC and
Mindjumpers).
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Interview with the team
from Energy BBDO
• Desk research on trend
CAMPAIGN
• What were food/ eating trends
in 2012?
• How did social media affect
consumer behavior in 2012?
the context of the situation, and therefore
will help me determine if there was a
correlation between the trends and the
campaign.
of the ad agency’s team
• Social media marketing expert
• Member of the digital agency’s
team
reports and journal
websites
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Interview with the team
from Energy BBDO
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
• Interview with the team
from The Marketing Arm
Communication objective
• What were the campaign’s
business and communication
objectives?
This information will be the foundation of
my project
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• Interview with the team
from Energy BBDO
Media
• How much did Lay’s spend on
the campaign? Was the
spending heavy compared to
the competitor brands?
The information will help me determine
whether the ad campaign spending drove
revenue.
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Desk research, including
analyzing data from
AdSpender
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
• Interview with the team
from The Marketing Arm
Messaging and Execution
• What was the key message of
the campaign?
• The campaign was originated
in the UK. How was the
campaign in the US different
from the original one in the
UK?
• Were there specific reasons
for the duration of the
campaign?
• What were the touchpoints?
• The campaign has been
executed for 3 consecutive
years, what are the
differences among each
year’s Do Us a Flavor?
• Was there a difference in the
brief of each year’s Do Us a
Flavor?
The information will help understand the
development process of the campaign
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Member of the digital agency’s
team
• Member of Facebook’s
Creative Solutions team
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
Interview with the team
from The Marketing Arm
Participation
• Which group/age range of
audience participated in the
campaign the most?
• What motivated people to
participate in the campaign,
i.e. submit the flavors, vote,
set up a Facebook fanpage)
This information will help me understand
the target audience and measure whether
the campaign worked with its target
audience.
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Member of the digital agency’s
team
• Member of Facebook’s
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Analyzing data from
social listening
• Interview with the team
• What were the factors that
have made to campaign’s
Facebook app one of the
most widely used brand apps
in the history of Facebook.
• Having no control of the
content submitting by the
participants, how did Lay’s
plan to manage if something
would go wrong?
Result
• Was the KPI of the
campaign? Was it flavor
submission or revenue
growth?
• How did Lay’s measure the
engagement rate?
Creative Solutions team
This information will help me determine
whether the campaign achieved its
objective.
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Member of the digital agency’s
team
• Member of Facebook’s
Creative Solutions team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
• Interview with the team
from The Marketing Arm
• Telephone interview with
Angie Fu (Lay’s Do Us a
Flavor 2015’s finalist)
• Analyzing info from
advertising forums,
business articles and
journals, and case study
websites
• Analyzing data from
social listening
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
• Interview with the team
from The Marketing Arm
Assessment
• Did the number of
participation correspond with
revenue growth?
• What was the key factors that
make the campaign
successful?
• How could the campaign have
been better?
• How does Lay’s visualize its
2016’s campaign? Is Lay’s
planning to have Lay’s Do Us
a Flavor 2016?
This information will help me determine
whether the campaign achieved its
objective and foresee the future
communication of Lay’s.
• Digital marketing expert
• Current and formal members
of the ad agency’s and the
media agency’s teams
• Member of PepsiCo’s
marketing team
• Member of the digital agency’s
team
• Member of Facebook’s
Creative Solutions team
• Digital marketing expert
• Advertising experts
• Analyzing info from
business and advertising
forums, business articles
and journals, and case
study websites
• Analyzing data from
social listening
• Interview with the team
from Energy BBDO
• In person interview with
Jay Widlitz, who was
Assistant Brand Strategist
at OMD
• Telephone interview with
Mr. Samuel Schmidt
(Marketing Manager –
Lay’s at PepsiCo)
• In person interview with
Busaya Kittirungsi (Digital
Designer at Deep Focus)
• Interview with the team
from The Marketing Arm
• Interview with the team
from Facebook’s Creative
Solutions team
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