Integrated Marketing Executive / Creative and Brand Strategist

954-489-8589

Your purpose fuels your passion, which fuels your energy.

The objective of this presentation is to provide an overview of some of my professional achievements and projects as a supplement 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"
  
• The Consumer
  
• Brand Creation and Development
• Sales Concept
  

03

Puma: Market Research

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

Marketing process

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

1. Research and Consumer Insight
   
1. SWOT Analysis.
   
2. Current market position.
3. Industry Analysis.
4. Target Market.
5. Surveys to understand audience and interest.
2. Brand Identity and Development
   
1. Core identity: What does it stand for -> Unique voice and value.
   
2. Brand look and feel: Personality and purpose.
3. Brand Essence: How does it make the consumer feel emotionally & physically.
3. Brand Goal Setting - Brand Positioning
   
1. What is the expected outcome : objective and goals.
   
2. What will be used to Attract the target audience.
   
4. Brand DNA - Marketing Strategy
   
1. Bring the brand to life: marketing tools and communication.
   
5. Content Creation
   
1. Meaningful and relevant messaging, storytelling.
   
2. Engage the audience by building a relationship, interaction, innovation or help solving a problem.
6. Distribution
   
1. Channels and platforms: Get people talking about it - Delight the customers.
   
7. Engagements / Metrics / Results
   
1. What actions did the audience took with the 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 is even MORE than a movie theater — it’s a DESTINATION to hang out before or after the movie, a cool place to enjoy fine food, beer, wine and other drinks. Our customers will feel THRILLED, COMFORTABLE and WELL SERVED. It’s the ULTIMATE experience — one that SETS THE STANDARD and is UNIQUE.

Brand Persona

Emotional

Benefits

Functional

Benefits

Features &

Attributes

Cocktail & Beer Program

Food Program

Created a seasonal movie-based specialty cocktail campaign that increased bar sales and made it a seasonal product differentiator.

Increased traffic at both the lobby and auditoriums.

With this "in and out" food program we were able to create excitement to our recurring customers, increasing per cap and brand awareness.

We partnered with different chefs to create "movie inspired" plates.

Drive online Traffic

Together with our IT team, operations and our App and Web developers, we used A and B testing to decide on the right "look and feel" for the application as well as a very easy way to use the app and purchase both the tickets and F&B options.

Helped delivering a innovative and top-notch movie buying experience focusing on our target audience desire of a different and sophisticated new movie experience. desire for increase per cap with additional sales of concessions and F&B.

Friendly, informative and proper communication to our target audience was driven by social media. This helped increase traffic to our website (tickets) and app (tickets and F&B).

Example: In-theater campaigns to push engagement and photo tags by incentives on screens, cups, menus, etc.

One of my favorite parts of connecting with customers is having direct and personal contact through live experiences.

We wanted to make people reimagine what the movie theater experience could be and make it UNIQUE.

PR Events

Special and Group Sales Events

Through our partnerships with different magazines and media channels we were able to create the Cinepolis luxury experience outside of our locations in different events. Step and repeat, red carpet, cook-out and mini Oscars, among other things

Organized a Food Network episode in one of the theaters. Chefs challenge was to use the theaters smaller kitchens and deliver the F&B to our special guests inside of the theater.

Also organized film festivals, special events with celebrities and group sales.

Cinepolis

Creative Strategy:

Video Production

Objective

Content Creation

We wanted to tell the story from 3 different perspectives of Cinepolis' target audience. We implemented an emotional story-telling from the perspectives of 1) a date night, 2) girls night out, and 3) families, all showing each of the theaters' top attributes and key differentiators.

Strategy

The strategy was to be able to take the audience on a journey through all the functional and emotional benefits that the brand has to offer. The production showed the thrill and excitement of going to the ultimate movie experience.

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

From our research, we discovered that we had two types of consumers:

1) The office (company).

2) The employees

Even though the company would be the client, we would have to create a brand that would be appealing to the employees, the consumers:

• Fun
  
• Attractive
• Jovial
• Appetizing
  

02

Brand Development

We decided to use light colors and fun concepts from the show The Office to develop our logo and brand strategy. We focused our marketing strategy on different programs showcasing fresh and nutritious food items.

Concierge Program: Daily Meals

Pre-ordered and pre- paid

Pop-up Restaurant

Traditional Catering

Puma: Market Research

PUMA

Market Research

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

Methodology

Market Research and Trends

Findings:

• Sales of lifestyle shoes exceeded dollar sales of Basketball shoes.
• Expected that for end of 2007 the lifestyle footwear market will grow by 55% from $2 billion to $3.1 billion making it larger than Basketball.
  
• Running remains number one
  

Purchase and Use Frequency

Conducted a Consumer Insight Study

• Online Survey: Implemented an online survey through the company’s website.
• Surveys: These were placed in universities, gyms, sport clubs, schools and several Boston residential areas.
  
• Focus groups and One-on-one Interviews: To understand in more depth the motivations involved within each segment.
  

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

At the end of the project I recommended to re-enforce communication, marketing campaigns and promote The Mongolian Shoe BBQ PUMA concept.

This digital option gave consumers or “chefs,” get a chance (both online and in certain stores) to flex their creative muscles and try their hand at shoe design with a new PUMA sneaker style.

Recommendations:

• Facebook campaigns
  
• In-store promotion
• Contests of best shoes - to choose one per quarter and that way diminish costs of creating individual designs for everyone

Additional marketing campaign suggestions (outside the mongolian bbq and more towards general lifestyle options):

• Guerrilla Marketing
  
• Event Experience - Fashion shows, skating contests, universities
• Media Campaigns with last fashion clothing and lifestyle footwear
  

Thank you!