| | CASE STUDY: les Reinhardt Haewser Poca 72ers this joearna follow an in-depth psychological evaluation of Charles Hauser (here on known asthe Subject), a recent graduate of Virgina Commonwedth University’s BEANDCENTER. The Subject seems to sutter from advanced stages Ht of dementia, insistent he iS in fact a ‘ Communications Strategist’. Considering his. background in Psycholag), atthorities are nervous His dementia left unchecked, cotld lead to other” complications” Ci.e.i staper villainf). The goal Af this study is to examine this claim, which ewill — Cepetull) lead to treatment at a proper Facility. INDEX: a 1 = Subject Information | Historical Data 2a - Lssue at hard: What LS a Communicdtion Strategist? | 2.2.- One year later: Ke-Evaluating 2 years in Richmond a> Segmentation Study / Insights 4 > Counter-Marketing and Terrorisna —_ ase what dbrarding can do in the Middle East S$ - Client Case Studies —e - Primary Kesearch - Creative Briefs / Creative Work PsSubject Name: Charles Keinharde Hacser 3 || Subject Descriptian’ Caucasian male, 24 years of age brown hair, dlde/green eyes Contact Info: Phone Se Gaal C4rp)-F 935182 charliehaserCgnal con ie steck phate of subject | + Ls the oldest of 3 siblings. + Wishes he was born in the roaring 20'S. = | + Prefers in-person conversations to phone chat. + Graduated with a BA in Psychology in 2004 trom Denison University = Originally a theatre mejor + Started performing Improv’ Comedy in college with a student= 2 operated troupe se = Still performs today, with Comedy Sportz Richmond. + Thinks Coke Zero DOES taste like regelar Coke. Kind of. + Can actually cook. + Still enjoys cartoons far more than te should. + Currently dating his righ School sweetheart, going ons years. = Plans to propose, but she doesn't know that yet. ie yt abi italy roots For the Bad Gity in movies. ita ie Glected igh School student body president by an oe mob. + Kegrettably can only dance to Swing ot a guick box Step. + Would learn the German larguage at the drop f a hat. _D> HISTORICAL DATA: ENSORE! eae CENSOT 007 EVALUATION What LS a Communication Strategist? 1 Our subject identities himself as a Communication | Strategist, or! Com-Strat’, in training. It begs the guestion, what is communication strategy? Y/ow can we ever hope to treat the madness if we don't understand the symptoms? The following 15 a transcription of the recording taken of the Subject atter being asked Co describe a Communication Strategy st's ditties. “Com-Strats study strategic thinking, media, brand concepts, brief-writing, BEEBE or! geartitative research methods we're learning the ropes of how to ded with the many hats the adbertising industry asks planners and accotnt managers to wear. Well, things are changing so fast, It’s practicdly | comforting eohen dedling with all these areas of study. Lie LV be better eguipped for whatever curve ball is chucked at the indeestry next. We're well-roinded planners with busi- ness and creative exposure. Now what's dl this about 4 subject) ca | rr brows t micah about ME 771- Session was forced early, since the Sugject was deviat- ing thom the comersation topic and frankly, asking Coo mary guestions aboutdeny hiding the tape recorder in plat and Year Ke-Evaluction “fia fe This time last yea, the Sadject ctrderwert &@ Similar evalua || tion te determine his state of mind. The result was a 3- month internship with known rehabilitation center The Martin Agency under the title of “ Planning Intern’. Hfter thet reha- ilitation period and tinal year at VC, another evaluation is regiired. The gitestion remains: what has charged? The Following is a transcript of @ recorded Session with the | Subject. : rey * What's different? The first year was aton of fourdation building. This year it's deen all experience. The Martin Agency was Fantastic; T got to work on a wide range of duties from online didogue andysis to globd positioning, L was even trusted with developing a branding strategy report kor the US Government. My second year of school Followed suit: meving out of “academia” and inte the real world. Lots of real world problems that pushed net only whet E eould ge-_ | conplish as a planner, bet as a person, All of it hes left me | poised and ready to launch head-on into the industry ard tackle some real problems with real scletions, not to _ mertion.. hey, are you recording this? Wy are you recordi-- The session had to be cut short, as the Subject was grow- ing unrily and regiired Sedation. Mexing on, our steidy wil! take @ closer look at examples of the Subjects work.Sujecd || interviensng ethers? | Whe's the Pep holagi cA, dere? kWidence Keview Segmentation Study + Consumer Research Subject: I New Balance and the Sport of Kunnirg Situation: The Subject clams to have participated in a small group of * students” who were Specidly Selected to soork on something called “consumer research" for . farted shoe brand New Balance. We here at The Institedte know better, but the Subjects work Aas been included in this report to help illustrate the depth of his madness. sea ga Attached: = satan es 3, —— - Situation Analysis ae = Segmentation Study - Dnsight / Implication KeportCK & New Balance new balance Flashpoint Consumer Research {The Story} Cramer-Krasselt approached the (then) VCU Adcenter for help with their rapidly approaching New Balance pitch. In response, a small team of students volunteered to create and chronicle interviews of individuals ages 18-27 on their running habits, opinions, running wardrobes and attitudes towards the sport of running. {The Research} Over twenty in-depth “closet interviews” with athletic 18-27 year olds were orchestrated in the span of one week. Interviews were conducted with the following objectives: How interviewees placed running in their lives Where running equipment was stored at home Purchase habits of running equipment {The Work} Processing the collected data yielded: * Segmentation study * List of applicable insights + Several implications for the New Balance team to take moving forward +) (eas eter tant ee. ksnewbalance Segreneation Seady Gharles Hauser 4) Lifestyle Runners + Competitive or personal, running is a way of life. + Function wildly outweighs function. * Less critical of other runners as result of extensive experience and appreciate for the sport. 3) Transition Runners * Hold running a daily priority. + Deem function more important than form and fashion. + Transitioning from denial ome to lifestyle runners, but still do not yet consider themselves “runners”. 2) Denial Runners + Experienced runners who typically make running a component of a greater fitness plan. * Typically run 20-25 miles weekly, yet do not consider themselves “runners”. + Form and fashion considered on par with function for purchases. 1) Runway Runners + New to the running lifestyle + Form and fashion are clearly ranked before function in purchasing decisions * Superficially judgmental of other runners’ techniques and equipment, based on limited experience.‘Charles Hauser Liar - Liar Runners regularly cite function as the most important attribute in the form vs. function debate; however deeper questioning reveals that style ‘still plays a significant role in shoe purchases (the most important, for ‘some runners). The Run Doctor Even devoted lifestyle runners don't take time to conduct significant research before making a purchase; runners heavily rely on the expertise of sales associate “gatekeepers” at specialty shops. Shoes as Tools Shoes are the only line of defense against injury in running.A relationship develops then between runner and shoe, and as models change the relationships change. High prices are often justified by protection afforded. {Implications} * People who don’t consider themselves “runners” still want to be taken seriously - they deserve the same attention that traditional “runners” get. + Embrace run doctors as allies - build relationships that enable two-way communication. + The simplicity of running is that it’s all about the shoe - no brand speaks to the shoe as a trusted partner. nice {Insights} ceEkidence Keview International Branding Steedy os = Subject: What Counter-Marketing can do to Stop Terrorism Situation: pee While alot of the work the Subject produces catches our attention here at The Institute, this case is possibly the most intrigiting.. a The Subject cannot by lew, disclose Ful) detals of whe asked hin to crecte the report or who it was for, but suffice it to say the US Government reguested a report on” how advertising can be applied to deter terrorist activities”. A condensed version of the report has been attached for review. Attached: oe - Keport on the concept of * Counter Marketing” - Cultural exploration and applied insights.Summer 2007 can deter terrorist activities By Charles Hauser Hove advertising, Coming from a background rooted in psychology, i's something T found fondness for very quickly Stl, fas much as [love it Fean’t help, but have those brief tsvinges of guilt. [think everyone in th industry has had them: whil figure out better ways to convince people to buy more candy bars, there are people out there dying from war, famine, and The dichotomy naturally raises the question: what ean advertising actually do to help? ‘The US Government asked that same question while requesting a report on wl advertising can do to deter terrorist extremism in the Middle East. This is where counter- marketing comes in, Counter-marketing isn't advertising that debates an audience's “permission” for trial, but rather focuses on the efit to change the meaning of an existing behavior by making the target question ‘eis decisions, ‘This concept had been put to work belore dimestially through the Truth campaign, but has not yet applied to address international behaviors. While applying the concept arketing to the the Middle Bast, seven of counte aspects of what makes for a successful counter-marketing ‘campaign were identified: Cultural Competence Longevity Integration Collaboration Strategic Management Reactivity Suppor ‘The following isa condensed account of a report created for the US Government and private sectors, detailing what branding can do w discourage terrorist extremism in the Middle East,COUNTER\. the importance of awareness = aleural competency has always been important to branding and marketing; companies and advertise understand and appreciate that better understa leads to better communication, Devotion to cultural competency, however, int paramount in America, The culture toa marketing campaign — especial doesn't vary that much where our frame of mi imerventionist policies over the past 50-60 years, we sil remain aa predominantly introspective society ling the target a Counter-marketing der raditional br vs cultural competency. I isn't n giving ‘Counter-matketing seks to someone question his or her careful understandi behavior; especia ‘communication vary NO MOHAMMAD NO MAKKAH To ll you Muslims out thor, this dink hae @KAFIR statement oni yet you stil rink it You sil buy ‘SPREAD THIS OUT TO THE ENTIRE UMMAHKETING Summer 2007 2h COUNTER\ Longevity long term goals In the Middle East, suicide attacks have bheen recorded in practice since 1 A.D. by Jewish zealots opposing Roman ‘occupation, Today the acceptance of terrorist attacks in the defense of Islam is \widespread - even in western cultures (as high as 35% acceptance in France). This isan issue with a long history and wide acceptance; there is no quick fs, Successful counter-marketing campaigns identify short-term goals to stem the bbat create greater long-term goals that will address and ultimately solve the problem, Strategic Management planning and strategy e's no secret that the Middle East isa culturally diverse region of the world, but as such any campaign that seeks to ‘communicate a controversial message will, he met sith a wide variance of acceptance (usually slim to none’ Cultural competence is paramount when considering strategie management art of of a Strategie management is the ‘careful, thorough managemet ‘counter-marketing campaign in the hostile communications environment Constant monitoring, fine tuning and ‘eweaking of messaging and delivery make for the most effective campaign Tp Integration unifying components ‘Terrorist extremism isn’t found only i those carrying out attacks, but those who morally support and make such behavior acceptable, Some schools hang the pporthts of students who became terrorists, while patents of suicide bombers sometimes hold parties to celebrate and laud ther chil’ accomplishment. An effective counter-marketing strategy ‘consists of integrated, not isolated, ‘components can address ifferent audiences that not only engage in the targeted behavior, but aso support and ‘encourage it Reactivity metrics and agility Midale Eastern communication ean become volatile surprisingly quickly Recall the incident in Denmark when Danish Jyllands-Posten eartoons of the prophet Muhammad incited worldwide violence and riotous outrage. The ability to adapt your messaging in the Middle East is important Reactivity isa counter-marketing ‘campaigns agility when responding to strategic management and cultural ‘competency’s recommendations to change, alter, or reinforce the message, and to do so quickly. Collaboration utilizing resources The entirety of the Midalle East is not riddled with caves of terrorist extremists There are in facta number of entities in the Middle East that are secking to end islamic extremism. Many schools of thought concerning the solution to stopping extremism includes the support fof moderate Isamie clerics and promoting liberal education, Collaboration is about identifying, building and empowering other partes g to change the same target behavior as that of the counter ‘marketing campaign, Support effort and energy ‘Muslims can be preached extremism by ‘any number or combination of sources! extremist clerics, friend, relatives and even the conduct of peacekeeping forees (otherwise known as accpying oF invading forces) can entice Middle Easterners to extremism, Individuals ean be ed by the surrounded and consun bombarding messages. Counter-marketing campaigns are often launched against targets who have become entrenched in opposing media When facing off against such sustained ‘ubiquitous messaging and promotion, countersmarketing campaigns of ‘comparable intensity are the most elfective, and require effort and energy to develop, gain traction, and grow.COUNTER! final thoughts and applications The key to utilizing counter-marketing in the context of terrorist extremism in the Middle East resides in understanding the motivations behind the behavior and creating a messaging platform that establishes cantaditins to those motivations These contradictions are created with the goal of getting wior they've the target audience to question the destructive taken for granted, To the right are some examples of counter-marketing messages bul upon identified motivations for terrorism, They may seem extrem, but that is the point. The fact is messaging from the United States based on friendship and ‘camaraderie are severely unlikely tobe believed, an! attempts to.communicate mutual friendship is a severe lapse in cultural ‘competence All of these examples identify the motivation behind the targeted behavior and tackle it head-on. The next step for the US to solve before moving forward is identifying which, iF any, ‘communication platforms would be feasible for the US to ‘communicate about, Odds stand that the US Government ‘wouldn't be considered a eredible expert on the religious ‘motivations behind Islam. They would, howeves, be experts on Killing muslims (from the perspective of Islamie extremist) The later could be a viable communication point to wach the While no aspect of eounter-marketing against terrorism in the Middle East is simple, its a viable method of generating results,kWidence Keview Creative Briefs + Creative Work Subjecths): Dekuyper Mixology Virginia Museum of Architecture eae ee ; The Subject has, through Selected course | work, volunteer prejects and case-studies, been exposed Co a niimber of situations ; ranging trom | lepreving lagging sales of @ international liguer company's line of cordia/s, to rebranding a_ local museum to make it more relevant’ to the culture it lives in. L a a || While the Subject claims such exposire $s" great experience’, we believe 1t serves only to further develop his sheer madness. love @ good appletin’ Attached: = Situation assessmert: DeKeyper - Creative Brief? Dekayper L Where architecture (WEE Hh vinsin cerer Fae aRcaITe eye | Ln Creative Work: DeKuyper - Situation assessment: VCA = Creative Brief: VCH - Creative Work: VCHIh DeKuyper The Story cs Off-premise purchasing of DeKuyper brand cordials / mixes were lagging SS 5 behind on-premise sales numbers enjoyed at the bars. Essentially, people were drinking DeKuyper products on-premise, but weren't aware it was ESEEEEEE ekuyper in their drink. Research an Interviews: Bar patrons | Self-declared ‘Home Hostesses’ | Bartenders | Liquor distributors Surveys: Mentality of the Mixer Insights: [Barriers to Mixing at Home] + Complication: Only bartenders know how; it’s easier to fall back on ‘old faithful’ * Commitment Aversion: Preference of variety, aversion to commit to a bottle of the unknown Insight:[Mixing Motivations] * Merit Badging: The recasting of social status from what one has to what one does. Those who mix at home or for parties often do so for the thrill of contributing. Knowing how to mix a Mai-Tai for your friends carries a ego boost with it. The Work E Mixers and aspiring mixers seek variety and recognition. DeKuyper products aren't a commitment, but rather an opportunity to mix, match, try new things and lay claim to your own discoveries. _ DeKuyper is the chemistry of cocktails.V Client: DeKuyper Author: Charles Hauser Creative Brief Why are we advertising at all? Dekuyper cordials do well enough in bars and restaurants, but sales are lacking when it ~ comes to mixing drinks at home. What is the objective of the advertising? To establish Dekuyper brand cordials as the preferred mixer for cocktails, specifically for moderately sized get-togethers (girl’s night), to larger shindigs (bustling house parties) instead of individual consumption (the 5 o’clock daiquiri).. Who are we talking to? Ages 25-39, primarily women. What do we know about our target that will help us? This target loves merit-badging: they take pride in experience or knowing how to do — something others might not. There’s a high to be had off of being the one person at the party who knows how to make a martini But when you don’t have that merit badge, there’s the fear that you'll mix a drink incorrectly — Bartenders are professionals who are privy to special tools and secret, mixing knowledge. What chance do you have? To attempt and fail would have the opposite effect of what merit-badgers are after. There’s the fear they'll just get stuck with a big expensive bottle of cordial they can’t even use. What is the single most important point we want to communicate? Dekuyper is an ambassador of cocktails. Like Prometheus bringing the light of fire, Dekuyper seeks to be the people’s ally, bring the skill and knowledge of real cocktail- mixing from the bars to distribute it to those brave enough to learn, What's the reason to believe? Dekuyper’s massive cordial product catalogue offers limitless drink-mix opportunities to those willing to learn how to use them. What is our brand tonality & attitude? Brave, revolutionary, a ‘you can do it, we can help’ attitude. Are they any mandatories to keep in mind? Rules and mandatories of Dekuyper’s ‘Drink Smart’ initiative.Cocktail Chemistry (Gee aie Sila PEO Dy AM Re Rec Chemistry is the font of discovery and customization, the blending of all kinds of elements: colors, flavors, people, emotions.. the possibilities are endless. oS Focus of the campaign, the microsite was the launching pad from which consumers could mold themselves into certified Party Mixologists. The site contains recipes, tips on how to mix party quests, party themes, social situations and even ways to create your own personalized drink and share it with other mixologists. Microsite Print media designed to use chemistry Repackaging of DeKuyper small bottles into “Chemistry Sets”, that language to spark conversation about how encourage trial of a variety of products. Included are “mixologist mixology can be applied to people as well as merit badges”, as well as mixology booklets for drink recipes, drinks. Call to action drove to the microsite. party mixing tips, and literature that drives to the microsite.I _ [The Story] Dateline: Richmond VA VIRGINIA CENTER FOR ARCHITECTURE The Virginia Center for Architecture, based in the beautiful Russell Pope house in the middle of the historical Monument ‘Avenue, is suffering from low foot traffic. [The Research] Identified challenges: 1 Low Awareness 2 Low Relevancy Research a Interviews: Museum patrons, Richmond citizens and Architects Opportunity: Defining what architecture means to Richmonders Cultural Exploration: Interviewing/Surveying Richmonders about free time habits Opportunity: Identifying what events ring relevance to museum audience Insights Balance: Architecture is not a mathematical engineers-only language, it’s something available to all of us. It’s a balance of science and art: science for the architect, art for the rest of us. Community: A new breed of “cultural explorers” have cultivated within the Richmond community, and continue to grow. Highly activate and motivated, they seek out and elevate art within the Richmond community. First Friday Artwalks and galleries are growing in popularity. [The Work] To gain awareness, reposition the Museum as something more relevant. mse | TT colicUt Client: Author: Charles Hauser Why are we advertising at all? The Virginia Center for Architecture has been open to the public at it’s new historic location on Monument for two years now, and has little influence or draw in the Richmond community. What is the objective of the advertising? To reinvent the VCA as a culturally relevant destination in Richmond. Who are we talking to? College-educated men and women, ages range from 25-45. What do we know about our target that will help us? These individuals make up the avant-garde and faux-avant-garde of the _ thriving Richmond art community. They're the people who read the artsy RVA magazine, keep up to speed with Style and Brick and make it a point a to visit the Virginia Museum of Fine Art and First Friday Artwalks when they can. What’s the single most important communication point? ‘Architecture is not just only a feat of engineering science; it is also an expression of art. What is (are) the reason(s) to believe? Some of the world's greatest and most long-living architectural feats remain entrancing to us because their balance of engineering science with artistic value. The Pyramids, the Empire State Building, The Great Wall of China; all are testaments to the face we can express both artistic and scientific prowess through architecture. What is our brand tonality & attitude? Modern, expressive and defiant of conventions. The VCA is trying to create a new way to look at architecture, and in doing so they're going to have to shake things up a little of how we look at things we see every day. Are there any mandatories to keep in mind? ‘The VCA already has pre-selected logo and color schemes. Where can we most effectively communicate? Historical areas, public arenas where the affluent and artistic congregate, = publications that can most effectively reach our more ‘artsy’ audience (i.e.: style, RVA, etc).M zs VIRGINIA CENTER FOR ARCHITECTURE The VCA becomes... Agallery showcasing what is planned, designed, created, incorporated and shared. — built gallery It is a gallery of architecture. + Adds contemporary connotation + Capitalizes on local trends + Removes negative connotations of small space exhibits ‘Ss renee aeINE 2 Sa COnCI US ops es | After two years of pyscholegica evddations and protenged. | exposure to the advertising industry, it 3 ocr professional | opinion that the Subject (Charles Hanser) is, in fact, | Aepelessly deranged. The lengths of which he goes to perform abeve ard beyond smack of madness, while the zedlous dedication that Nete to || posesses him while al work is nothing less than a disconcerting. The fact is, there is not else we can do for aint mit. | Pi? Short of emursing hina in @eniironment that challenges his thought process and occupies his waking moments with | new things to learn and build upon. | So, this study has been deferred to you, the experts, for final evaluction. I hape yeu hate been able to steal an insight er two from how the Subject s mind processes | information while taking projects from research to execution. ZL close this review with a fee words thom the Subject || Airnsel4, recorded in session. ae Why spend two years at the Brandcerter? Well, it started on alark. Since then Lve learned much more than Zo Pe | thought L would, and now I'm chomping at the bit to prove Cee those two years were very well spent. This is.. hey. Is that fing spat fa mic in that plant? .Are you recording me agcin!?-- recorder | a oe