Integrated Marketing Manager / Creative and Brand Strategist

954-489-8589

Your purpose fuels your passion, which fuels your energy.

The goal of this presentation is to offer a summary of my professional accomplishments and projects as a complement to my resume.

Corporate / Consulting / Entrepreneurship

Alejandro Saenz

Career Summary

An overview of some of my work

Cinepolis : USA Premium Theater Brand Development

01

• Building the USA brand from scratch.
• Market Research
  
• Brand Positioning
• Marketing Strategy Campaigns
  
• F&B Campaigns
  
• Social Media
• App Development
• Experiential Marketing & Events
• Content Creation: Video Production
  

02

The Office Lunch : Entrepreneurship & New Brand Development

• Market Research
• "The power of food perks"
  
• Target Audience
  
• Brand Creation and Development
• Sales Concept
  

03

Puma: Market Research

• Market Research
• Consumer Insight Study
  
• Brand Equity
  
• Brand Positioning
• Marketing Strategy Recommendations
  

1. Research and Consumer Insight
   
1. SWOT Analysis.
   
2. Industry Analysis and current market position.
3. Target Market.
4. Surveys to understand audience: interests, motivations, who they are.
2. Brand Identity and Development
   

Brand Look & Feel -> Brand Personality

1. Essence: How does it make a consumer feel (experience) = creates the reputation of the brand.
2. Unique value proposition and voice = creates relevance.
3. What does it stand for? What are consumers expecting different = creates recognition.

3. Brand Goal Setting - Brand Positioning

1. Setting objectives and goals aligned with the company and target audience.
   
1. Objectives: Lead generation, traffic, brand awareness.
   
2. Goals: Specific, attainable, tangible, measurable.
2. What will be used to Attract the target audience.
   

4. Brand DNA - Marketing Strategy

Bring the brand to life: marketing, strategy, tools and communication.

1. Content Creation: Meaningful and relevant messaging, storytelling.
   
1. Engage & Delight the audience by building a relationship, interaction, innovation or help solving a problem.
   
2. Budget allocation: effectively & efficiently across different channels.
   
3. Optimization: Continuous monitoring with data-driven insights.
   

Marketing process

Even though each project is different, I evaluate and use the marketing cycle process to identify and understand the consumer needs on every stage of the planning process to to apply a strong brand strategy and marketing campaigns.

Cinepolis : USA Premium Theater Brand Development

Approach

Potential Market

Concept and Brand Positioning

Brand Construction Pillars

Brand Pyramid

Marketing Strategy:

Re-making the theater as destination

Our offering transcends the traditional movie theater experience; it becomes a destination where patrons can gather before or after the show, indulging in delectable cuisine, craft beer, fine wine, and other beverages.

It's not just an experience; it's the epitome of excellence, setting a new standard and offering a one-of-a-kind experience.

Brand Persona

Emotional

Benefits

Functional

Benefits

Features &

Attributes

Food Program

Cocktail & Beer Program

Through our "in and out" food program, we successfully ignited excitement among our repeat customers, resulting in increased per capita spending and heightened brand awareness.

Additionally, we collaborated with various chefs to craft "movie-inspired" dishes.

Implemented a seasonal movie-themed specialty cocktail campaign that boosted bar sales and distinguished it as a seasonal product offering.

Elevated foot traffic in both the lobby and auditoriums.

Scaling the user experience

Drive online Traffic

Together with our IT team, operations staff, and App and Web developers, we conducted A/B testing to determine the optimal "look and feel" for our application. We also streamlined the app's usability, making it incredibly intuitive for purchasing both tickets and F&B options.

This approach allowed us to deliver an innovative movie-buying experience, tailored to our target audience's desire for a distinctive and sophisticated cinematic journey. It helped increase per capita spending through additional concessions and F&B sales.

Prioritized friendly, informative, and effective communication with our target audience through social media channels. This strategy significantly boosted traffic to both our website (for ticket sales) and app (for ticket and F&B purchases).

For instance, we implemented in-theater campaigns to encourage engagement and photo tagging, offering incentives on screens, cups, menus, and other promotional materials.

The development of an app for moviegoers to enable seamless F&B ordering before and during the film via mobile devices.

One of the most rewarding aspects of engaging with customers is establishing direct and personal connections through live experiences.

Our goal: Inspire people to re-imagine the movie theater experience in a new light, crafting an experience that is truly distinctive and unparalleled.

PR Events

Special and Group Sales Events

By collaborating with various magazines and media channels, we extended the Cinepolis luxury experience beyond our physical locations to different events. These events featured step and repeat photo opportunities, red carpet entrances, cook-outs, and mini Oscars, among other exciting attractions.

Organized a Food Network episode hosted within one of our theaters. The challenge for the chefs was to utilize the theater's compact kitchens and deliver exquisite F&B directly to our special guests inside the theater.

Additionally, we curated film festivals, hosted special events with celebrities, and facilitated group sales, offering diverse and captivating experiences to our patrons.

Cinepolis

Creative Strategy:

Video Production

Objective

Content Creation

The goal: To narrate the Cinepolis experience from three distinct perspectives of our target audience. Using great storytelling through the lenses of 1) a romantic date night, 2) a fun girls' night out, and 3) an enjoyable family outing.

Each perspective showcased the top attributes and unique differentiators of the theaters, creating a multifaceted and compelling narrative.

Strategy

The strategy was designed to take the audience on a comprehensive journey, highlighting both the functional and emotional benefits of the brand. The production effectively conveyed the thrill and excitement synonymous with the ultimate movie experience, engaging viewers on both practical and emotional levels.

The Office Lunch : Entrepreneurship & New Brand Development

Market Research

The enormous power food perks deliver

• Improve recruitment and retention efforts
• Highly effective and cost-effective
  

• Keeps employees happy and productive
• Motivates and gets people energized
  

• Strong influence among millennials

• Positive Return on Investment

The Office Lunch

Brand Development

Consumer & Brand Creation

Brand Book

Logo Creation

Brand Colors & Fonts

Icons for Marketing Collateral

01

Consumers

Based on the research findings, I identified two consumer categories:

1. The company (office).
2. The employees.

Even though the company acts as the client, the branding strategy should also resonate with the employees, who are the end consumers. This involves creating a brand that is:

• Fun
• Appealing
• Cheerful
• Appetizing

02

Brand Development

Opted to use bright colors and playful ideas inspired by the show “The Office” to create our logo and brand strategy. Our marketing approach centered around various initiatives highlighting fresh and healthy food offerings.

Concierge Program: Daily Meals

Pre-ordered and pre- paid

Pop-up Restaurant

Traditional Catering

Puma: Market Research

PUMA

Methodology

Market Research and Trends

Findings:

• Lifestyle shoes outsold Basketball shoes in terms of dollar sales.
• By the end of 2007, it is anticipated that the lifestyle footwear market will expand by 55% from $2 billion to $3.1 billion, surpassing Basketball sales.
• Running shoes maintain their top position.

Conducted a Consumer Insight Study

• An Online Survey was conducted by in the company's website.
• Various Surveys were distributed in universities, gyms, sports clubs, schools, and several residential areas in Boston.
• Focus groups and One-on-One Interviews were conducted to gain a deeper understanding of the motivations within each segment.

Market Research

PUMA has a powerful position in this market. No. 1 on stylish

Purchase and Use Frequency

PUMA

Brand Equity

Market Research and Trends

Young Adults

Willing to spend beyond their means to have “the new thing in town”.

Female market growing faster

Brand Equity

The main factors affecting demand drivers for Lifestyle shoes:

PUMA

Brand Equity

Brand Equity

• Unique, pure and creative
• Puma is modern, creative and innovative
  
• Dictates fashion shoe market trends
  

• Durability
• Comfort
  
• Having a style-every-day use shoe
  

• Logo-Puma is a strong and powerful asset – brand identity
• Use of Colors = Leader in color trends
  

• Based on fusion of durability, function, fashion.
• brand power which is linked to fashion
  

This helped propose a brand positioning that would effectively target the consumer.

PUMA

Brand Positioning

Brand Positioning

PUMA

Marketing Campaigns

Marketing Strategy Recommendations

After completing the project, I proposed strengthening communication, through creative marketing campaigns. The Mongolian Shoe BBQ PUMA concept was a proposal that was used to create your own shoe brand: BE YOURSELF.

This innovative digital feature allows consumers or "chefs" to showcase their creativity by designing a new PUMA sneaker style both online and in select stores.

Recommendations:

• Implement Facebook campaigns.
• Conduct in-store promotions.
• Host contests for the best shoe designs, selecting one per quarter to reduce individual design costs.

Additional marketing strategies focused on general lifestyle options:

• Utilize Guerrilla Marketing tactics
• Organize Event Experiences such as fashion shows, skating contests, and university engagements
• Launch Media Campaigns featuring the latest fashion trends and lifestyle footwear.

Thank you!