Ryan Ray

Marketing/ Account Management

table of contents
page
3 . . . . . . . . . . . . about myself 4 . . . . . . . . . . . . resume 5 . . . . . . . . . . . . butterball 10 . . . . . . . . . . . tailgatefootball 14 . . . . . . . . . . . mothers

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about myself

ryan ray
645 E. 600 N. #1 Provo, UT 84606 (208) 866 8124 ryanscottray@gmail.com

Education
Brigham Young University College of Fine Arts and Communications; Advertising emphasis 2011 Current 3.83 GPA (3.96 GPA in Advertising Program) Brigham Young Academic scholarship Deans List of Honor Students (2010-2011) Sociology Minor High School Diploma from Eagle High School (2005) 3.9 GPA National Honor Society Inductee

Volunteer Work and Clubs

Church Representative in East Africa (2006-2008) Proselyted full-time Instructed some 80 volunteers as a Leadership Trainer -Leadership Manual Co-Author -Eagle Scout -Member of American Advertising Federation

Work Experience
Account Planning for Butterball turkey products
Conducted ethnographies and friendship groups Administered a Qualtrics survey and analyzed results Presented research, creative brief, and creative work to Y&R Created and administered a Qualtrics survey Ran statistics and analyzed data on SPSS Interviewed target market (Jan.-April 2011)

Skills
SPSS Research Analytical Skills Organized Able to meet deadlines Problem Solving Creative writing Adobe Photoshop Adobe InDesign

Marketing Research for Tailgate Football board game

(Sept.-Dec. 2010)

Manager of Heather Cove Condominiums

Coordinate rent payments and contract advertising Handle maintenance and repairs Contracted with Stetson Homes Building Co. Designed landscape layouts

(December 2008-Present)

Sprinkler System and Landscaping Manager

(Summers 2005-2010)

butterball
Summary:
The agency Y&R assigned us to work on their Butterball turkey account. We wrote a creative brief and a brand model based on our primary and secondary research. We worked with a creative team to produce creative work based on our brief and we presented our findings and creative to Y&R.

Challenge:
How can we get people to think of Butterball as the brand for everyday turkey products instead of just Thanksgiving? How can we create more Butterball turkey usage occasions?

butterball
Target:
The contemporary homemakers, ages 2550 with children. They have an income of $40,000+. Meal planning and preparing is just one of their many roles so convenience is key. They want simple meals that their families will love.

Research: -Ethnographies -Friendship Groups -Survey -Competitor Analysis

**I helped write survey questions, analyzed survey results, ran statistics on SPSS, and wrote positioning statements. I also conducted an ethnography, a friendship group, and I helped write and present the creative brief and brand model.

butterball
Brand Model
Current Position: Whole turkey: Thanksgiving time Future Brand Objective: Everything meat can do, Butterball turkey does better. Conceptual Target: "The contemporary homemaker" Core Desire: Tasty, healthy, and convenient all in one meal. Role of the Brand: Butterball makes mealtime better for you! Compelling Truth: Butterball is everything you need in a meat: versatile, affordable, healthy, and tasty. Selling Idea: "The all-star meat

Insights:
-Moms love turkey if their kids love turkey -Anything meat can do turkey does better -Convenience is key

butterball:: creative work

butterball:: creative work

Commercial: Turkey Tipping Scene opens, mostly black and dark but you can hear shuffling of feet Teen 1: I've never tried to tip one before you know. Teen 2: (shocked) What? (instructive) Well, it's pretty easy. Just get a good stance so you have support. Get your shoulder ready just at the right level, like this...and push 'em. Ready? one...two... Barn door opens and farmer walks in with a lantern, dimly revealing two teens in the barn. Farmer: What's going on in here? Hey! You kids just aren't right in the head! The farmer walks further into the barn as the teens run out a back door. The lantern lights up more of the barn and you can see a group of turkeys sitting in the barn sleeping. Farmer: (yelling after teens) That's right, get out of here! (shakes head and mumbles) What makes these kids think my animals fall over in their sleep anyway! Camera blurs out as Butterball logo comes in. VO: It's a turkey, treat it like one. Visit butterball.com to find healthy meals you can practically cook in your sleep.

tailgatefootball
Summary:
Our client came to us with a board game he designed and invented and asked us to do research on how to make it marketable. The board game was called TailgateFootball. It was similar to paper football that kids would play on a table with a football made out of paper which they would flick around with their fingers. TailgateFootball was played on a rectangular board shaped as a football field with small rubber footballs which were flicked with the players' fingers. The game had a lot of rules which were very similar to the actual rules of football and it was a fast-paced game. Our client specifically wanted to know if this game was worth investing in, if people enjoyed playing it more over time, if people enjoyed playing the game tournament style, if people would want to be involved in posting their scores online to interact with other board game players, and if the tailgate scene at the college and high school level would provide opportunities for sales.

Research Objective:
To identify a target audience, assess who would and would not like the game and why, and investigate how to fix any problems we come across.

tailgatefootball
In

Research:
Our research comprised of 120 participants. -87 people participated in the survey. -51 people participated in the personal interviews. -And roughly 45 people participated in the focus groups. *Getting large numbers of participants was a challenge because each participant had to have experience playing the game.

order to gain insights about TailgateFootball we needed to interview people who were familiar with the game and had played it on several occasions. We split our participants into 3 family-play groups, 3 single-play groups, and 3 tournament-play groups who met for three consecutive weeks. We did this so we could observe the different groups' levels of interest and understanding after playing multiple times. We wanted to gather both Qualitative and Quantitative research. To obtain the qualitative data we did personal interviews, focus groups, and ethnographies (where we observed people playing TailgateFootball). To gather the quantitative data we created a Qualtrics survey and used SPSS to run statistical tests and find correlations within the data. The first week we used a questionnaire about the game and interviewed each player individually. The second week, we only played the game, but made sure to get participants' email addresses so that we could later send out the Qualtrics survey. The third week we filmed a focus group where we asked questions about the game to spark group discussion. In addition to these structured groups, we invited friends, neighbors, school groups, and strangers to play TailgateFootball. We invited each of them to take our survey or do a personal interview.

**I was in charge of taking the results of the Qualtrics survey and running all the statistics using SPSS. I played a major role in writing survey questions and compiling the survey. I also performed one-on-one interviews with participants after introducing them to the board game and observing them play.

tailgatefootball
Conceptual Target:
We found that the people who were most willing to play the game were males who really liked football. The females who liked football enjoyed the game too, but not as much as the males who liked football. The females who did not enjoy football did not enjoy the game. Young boys ages 9-14 who really liked football especially enjoyed the game.

Tournament Play:
-Competitive, loyal football fans would be the most likely group to play in a TailgateFootball tournament. -Respondents were more willing to play in tournaments if there were incentives, such as a money prize for the winner.

Interest in the game over time:

-If they didn't like the game initially, playing more times does not increase their liking of the game at all. -If they did like the game, their enjoyment levels did go up with more playing experience.

Survey Responses: If TailgateFootball offered online competitions how likely would you be to participate and post your scores?
# Questi on 1 Extrem ely Unlikel y 31 Unlik ely 18 Somew hat Unlikel y 5 Neut ral 3 Like ly 5 Somew hat Likely 3 Extrem ely Likely 9 Respon ses 74 Me an 2.7 0

Online Interest:
94% of all interviewed respondents had no interest in posting scores online.

Particip ate online

tailgatefootball
Tailgate Parties:
Out of 48 responses, 42% had never tailgated before and 58% have had some sort of tailgating experiences. We found that tailgating was not a common pre-game tradition in this area.

Suggestions to the Client:

Based on our research, from 87 interviews, we came up with 3 key suggestions. -Less Rules -Less Complicated -Less Busy Board People suggested that there be two sets of rules- one hard set and one simple set- and let the players decide which rules to use.

Purchasing the game:

The majority of people said they would not buy the game for themselves. Both males and females are more likely to purchase TailgateFootball for someone else as a gift rather than to purchase the game for themselves. Survey Responses: There is also a potential market in the following areas: -Families -Corporate Businesses -Youth

What is the likelihood that you would purchase the game?

# Question 1 2 3 4 5 6 7 Responses Mean 87 2.25 3 Very Unlikely:Very Likely 37 23 11 4 9 2 1

mothers
Summary:
We were assigned to create a media plan for Mothers, a brand of car-care products including polishes, waxes, and cleaners. This media plan consisted of a situation analysis, competitor analysis, target market research and identification, designated marketing area selection, media strategy, media buying, reach and frequency measurements, and media flowcharts. We were given a $15,000,000 budget.

The Problem:
-Current target: the older car loving male -Untapped target: the younger car loving male, soon to become the older car loving male -The younger male doesn't know the importance of frequent cleaning, waxing, and polishing.

The Challenge:
-Educate a new, younger target on Mothers car wax brand, the variety of products, and benefits of using them on their cars. -Convince target to take care of their car by using Mothers car wax.

mothers
Target Market:
-25-44 year old men -White/ Hispanic -Car owners -Fast paced lifestyle -Do-it-yourselfer -$70,000+ annual income -Cares about his image -Interested in sports and entertainment

Media Objectives:
With $15,000,000 budget -Create buzz with viral videos and guerrilla advertising -Reach 65% of our target market through outdoor advertising and sponsored events. -Make 5 impressions on our target market during the year using magazine and radio advertising.

DMA Selection:
(based on populations and market percentages of target demographics) Atlanta, GA Phoenix, AZ Dallas, TX Los Angeles, CA

**I was in charge of target market research, DMA selection, and keeping the team on schedule. I also participated in making media buying decisions and coming up with creative concepts.

mothers
Media Strategy:
-Magazines -Radio -Sponsored Events -Online -Sporting Events -Billboards -Guerrilla -Direct Mail -Viral

Viral Videos and Guerrilla:

Use a spokesperson called Carl the "Condemner" who travels upon request from those who complain about their friends' or neighbors' poorly kept cars. He would also be responsible for condemning various objects- ie. trees, rocks, grocery carts, birds (objects that do damage to cars) and then the car owner would be encouraged to fix the problem that the object caused using Mothers Car Polish. Carl the Condemer would kick-off the guerilla strategy by leaving notes on cars advocating car care and preventing car abuse.

mothers
Direct Mail:

Media Flowcharts:

Total Sporting Events: $3,000,000 Total Reach: 8,932,050

Total Guerrilla: $2,676,385 Total Reach: 79,982,770

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