3. bobin
[bo:bin]
- noun
1. a curious person who has a bicultural experience, an open-mind, and also has an optimistic view of life
2. a smart planner who has creative thoughts, clear analytical views, and a strong sense of responsibility
3. an talented artist who is capable of visualizing and fully free to express visually
4. About Me
BOBIN KIM
501 Taylor Street Apt.304
San Francisco, CA 94102
P. 415.939.5131
E. bobinkim@gmail.com
B. bobinkim.wordpress.com
Objective
A position as an entry-level account planner or related position in the strategy
department of an advertising agency.
Experience
Woman’s NO.1 Korean Weekly Magazine, Everett, WA
(June 2007~ July 2008)
Graphic Designer/Editorial Designer
- Responsibilities include for both developing magazine advertising and manag-
ing publication contents. Assigned photo editing, page layout for print.
Freelance Graphic Designer for Teriyaki Restaurant, Lake Stevens, WA
(Jan. 2008)
- Created main menu, gift coupons, and punch card.
Planning Skills
Creative briefs, market research/analysis, brand strategy, consumer segmentation,
branding, visual presentation, advertising communications, media planning
Design Skills
- Highly proficient computer skills in Adobe Photoshop, Illustrator, InDesign;
Microsoft Word, PowerPoint, Excel, Keynote, Final Cut Pro
- Logo design, coporate identity (CI), package design, page layout
5. Education
MFA in Advertising focus on Account Planning
2008 - 2011, Academy of Art University, San Francisco, CA
• Special courses included; one-on-one directed study with;
- Account Planner at Venables Bell & Partners, San Francisco
- Media Planner at Carat, San Francisco
BFA in Graphic Design
2004 - 2007, Savannah College of Art and Design, Savannah, GA
Scholarship
Recipient of one of the highest awards at the Savannah College of Art and
Design: Frances Larkin McCommon Portfolio Scholarship in the amount of
$7,500 per year for four years, 2004-2007
Other Information
• Bilingual in Korean and English
• Skilled in black and white photo developing, jewelry making, drawing, painting
• Talented piano/keyboard player
8. Creative Brief: Bisquick Shake ‘N Pour
Strategic Challenge Traditional Breakfast Convenient Breakfast
Bisquick’s line of pre-mixing baking products has 77 years of history. As the years
have passed manufacturers are busy following the latest trends. Bisquick, how-
ever, remains a trusted staple in America’s kitchens. The new Bisquick Shake ‘N
Pour is a tasty and easy-to-prepare pancake mix.
Pancakes have been a long time American favorite family breakfast, which brings
a happy and fun memory. Many people have a memorable experience eating
pancakes at least once in their lives, especially when they were very young.
The problem:
Today, the world has become much easier to live in but at the same time people
are living much busier lives. People frequently skip a breakfast or eat something
quick and convenient to prepare. When was the last time you had a leisurely
breakfast with your family?
Breakfast Scene in the Past Breakfast Scene in the Present
Objective
To increase sales of Bisquick Shake ‘N Pour in the United States. How can we do that?
Let people know Bisquick Shake ‘N Pour is a convenient meal of today, which also has a classic feel.
9. Target Insight
Primary target
“I don’t remember when was the last time I had a leisurely breakfast with my
family. I struggle every morning to get the kids ready for school. Suddenly I find
myself shopping for simple and convenient meals to save on cooking time. I
want to feed my kids a delicious meal but time is a big issue.”
Lisa, age 40, stay-at-home mom with three children
Secondary target
“I am a college student, living with two other roommates in a small apartment
near my college. For breakfast, I usually eat an apple or an egg scramble if I
have time to cook. But I always miss my mom’s fluffy pancakes. Every holiday I
visit my parent’s house, mom serves a full delicious meal every morning, includ-
ing tasty pancakes. I can’t imagine making pancakes every morning. That is so
time consuming!”
Ashley, age 20, college student
Big Idea
“
“ Bisquick Shake ‘N Pour is a big wholesome classic breakfast in a
small effort.
10. Execution: Bisquick Shake ‘N Pour
The print execution:
Along with a Bisquick Shake ‘N
Pour, making a pancake is fun,
fast, and easy. Its homemade
flavor gives a classical feel.
Art Directors: Bobin Kim
Raza Durami
11.
12.
13. Unpack Muni #38: who rides Muni
and how to create communication
with them?
Instructor: Alan Stout
(Goodby, Silverstein and Partners)
14. Observational Research: Muni
observing & analyzing in the field
mid of September, 2009
Assignment:
Through first hand observation, segment Muni riders and cre-
ate insight into how to communicate with them during their
Muni experience.
Location:
#38 Muni Station, Geary Street
Muni:
The San Francisco Municipal Railway is the public transit sys-
tem for the city and county of San Francisco, California.
15. Overview:
All the segments ride Muni at different times according to their
jobs or situations and I divided into daytime and nighttime.
Daytime Riders:
Office is everywhere
Wide-eyed wonder
Seeking comfort
Focused on family
Nighttime Riders:
Me, myself, and I
Getting to the part-time gig
Out for fun
16. Day Time
Office is everywhere
how to spot them; ce of pastry, sunglasses
- smart phone, messenger bag, semi-suit, held up coffee or a pie
their world;
ery 5 minutes
- check tons of business emails ev
tion to other people
- donʼt have a time to pay atten
- be pressed for time
- never sit in the back of the bus
- work is their primary goal
world?
how to breakthrough into that
- stimulate their hearing or smelling
- action is better than words
atching display ad,
- audio commercial, fre e tasty drink/breakfast pastry, eye-c
smart phone apps
free stationary gift, banner ads in
17. Day Time
wide-eyed wonder
how to spot them; t,
hoes, backpack, wide-brimmed ha
- map, guide bo ok, camera, comfortable clothes/s
sunglass, hip-sack, water bottle
their world;
memories/places
- expecting something unforgettable
they purchase something because
- pretend not they are tourists when
they believe people will rip off them
curiosity
- keep looking all around with full of
the place where they
- think bus driver is a tour guide; keep asking about
want to go
world?
how to breakthrough into that
a guide
- create communication that act as
how to get their attention
- showing free memorable event/s
formation booklet
- hand out some free guide book/in
18. Day Time
seeking comfort
how to spot them;
t-weighted jacket, reading glasses,
- walking stick, co tton trousers, checked shirt and ligh
ief
senior citizen ticket pass, handkerch
their world;
use senior seats are always prepared
- not hesita te to use a public transportation beca
arthritis or other ailments
- slow mover, may be suffering from
- lonely, kind and gentle
- take longer to get/adapt something
daily life
- having a monotonously repetitive
rld?
how to breakthrough into that wo
more easier;
- create experiences make their life
senior seat, elevator, escalator
e-on-one communication
- appeal to their friendliness: using on
19. Day Time
Focused on Family
how to spot them; , small-sized toy/doll, baby towel
- big diaper bag, stroller, baby carrier, comfortable clothes/shoes
their world;
ir baby; their health, safety....etc.
- “baby, baby, and baby!!!” always concern the
es around the babies
- conversations with strangers revolv
family
- want to have a secure SUV for their
tantrum
- sometimes feel distracted by babyʼs
rld?
how to breakthrough into that wo
te babyʼs curiosity;
- parents are always concern their baby so stimula
ices or images of cartoon characters
touch screen, animal sound/images, vo
s, or coupon books
- offer some discount/free donation item
20. Night Time
me, myself, and I
how to spot them;
bler, t-shirt with jean,
- mo bile device, backpack, books, tum
3 player
headphone/earphone, laptop, MP
their world;
- not interested in others
s, listening loud music,
- used to being alone; reading book
disturbed
phone texting, they donʼt like to be
ing something
- hate boredom; they constantly do
world?
how to breakthrough into that
, and interactive visuals;
- showing something creative, fun
re eye-catching way;
touch-screen ad, or de sign the bus inside/outside in a mo
.etc.
bus straps, bus seats, bus shelter.
21. Night Time
getting to the part-time gig
how to spot them;
thing, comfortable shoes,
- tote bag, MP3 player, earphone, black-colored clo
ron in the bag
monthly Muni ticket, and washed-ap
their world;
penses by themselves
- mostly college students who earn their living ex
or bicycle
- mostly using public transportations
managing both work and classes
- look exhausted and tired-- maybe
dy or relax
- commute is extra time to either stu
world?
how to breakthrough into that
t cheer them up;
- need something physical things tha
t spa/massage coupon books,
free energy drink/coffee, free discoun
free sample kits
22. Night Time
OUT FOR FUN!
how to spot them; h-heel, small purse,
not be we ather appropriate, club clothes, hig
- evening attire, that may or may
d who they will meet-up with
cell-phone (usua lly texting) talking about plans an
their world;
tonight
- their mind is on what will happen
- fashion/style conscious
together
- very talkative, usually gathering
dancing, singing, mingling
- fun, active, optimistic, outgoing / love
world?
how to breakthrough into that eyes
visuals for catching their
- need something new or trendy
y to connect with them.
- using a star marketing is another good wa
for their hurt feet
- hand out free us eful items like foldable flat shoes
or breath mints
s you can share with them
- create social experience or thing
23. Conclusion:
Hundreds of different people ride Muni everyday and they all
have different experiences. To communicate with them, we
need to observe their behaviors and create communication
that speaks to their own set of unique motivations.
24.
25. Breaking through the perception of
the boring brand.
Instructor: Sean Staley (Venables Bell & Partners)
26. Creative Brief: Dell Inspiron Duo
Brand Image
Dell’s low-cost policy is competitive in the market place, however, it has weakened their brand
image. Due to their low-cost model, consumers find Dell computers better suited for education or
business use, rather than for personal computers.
However, Dell recently launched a new innovative line, called ‘Inspiron Duo’ and tries to break
away from their institutional, old-fashioned brand image.
What is the advertising going to accomplish?
Introducing Dell’s new innovative product to young target market and make them purchase it.
Who are we going to connect with?
- Mostly college students, ages between ages of 18 to 25
- Trendsetter, have a, passion, curiosity, participation, and strong individuality
- PC users, SNS-friendly, multi-entertainment user (game, movie, music player, book reader)
- Design and its uniqueness > specifications
- Looking for a 3-dimensional tablet/netbook that can be used at anywhere, anytime
- Have a wide variety of interests; game, sports, music...
Students and young workers who are flipping between fun and functionality whenever they want!
27. What is the single most effective idea? “
“ Inspiron Duo what happens when the fun and functionality of a convertible car comes to computing.
Having a fun weekend with my friends. Having a busy working day with a cup of Date out night! Open my car roof
My car turns up an entertainment morning coffee. My sedan turns me up and drive along the beach. Her
place for singing out loud! like a high-class businessman. wind-blown hair looks sexier.
convertible style convertible style convertible style
Duo style Duo style Duo style
28.
29. Turning product features into
a bigger brand purpose.
Instructor: Sean Staley (Venables Bell & Partners)
30. Brand Strategy: Flip Mino HD
about Flip Mino 10 unique things about Flip Mino
The Flip Mino HD is a sleek, pocket-sized high quality video
recorder, allowing you to take it with you everywhere you go.
Its small size is complemented by an interface that’s incredibly compact quick stylish crisp convenient
easy to use. Simply power on and press record. You will cap-
ture video in seconds. There is no limit to where you can take
it and what you will end up shooting. Flip Mino HD provides
you the power of self-expression, enabling you to shoot and
S W
share your stories with people all around the world! easy personal simple ultra-slim self-expression
SWOT Analysis
Ultra-slim and portable People love small gadgets
Personalized platform design SNS (Social Networking Service)
becomes popular trend
High quality video and sound
No other extra payment for device
Easy interface design
Too sensitive touch buttons Multifunctional devices keep
O T
releasing (iPhone, Nano, iPad,
Limited battery charging option Galaxy Tab)
Shows fingerprint and dirt easily Not suitable for professionals
Small memory capacity Economic recession
31. problem
Technology is developing rapidly with the advances in the smart phone
industry and multi-functional electronic device industry, markets for HD
camcorders are decreasing. Therefore many digital gadget makers are
constantly trying to find ways to differentiate their products both visually
and functionally. The Flip Mino HD would fall under this category.
business objective
Make people choose a Flip Mino HD as their must-carry second device,
in addition to smart phones so that the company can increase sales in the
United States.
communication objective
Communicate to everyone that the Filp Mino HD is a ‘moment capturing de-
vice’, which is simpler and easier to use. Consumers deserve a simple and
better experience to save their unforgettable moments.
who are we going to connect with?
The primary market is generation Y, who are 18 to 30 years old, young, creative and
optimistic males/females. They are accustomed to using all forms of technology, i.e.,
mobile, social media, and all kinds of digital entertainments. They love to share or
communicate their lives with others through the Internet or other digital mediums.
32. Brand Strategy: Flip Mino HD
what are the most insightful things we know about them?
Generation Y (Millennials) - Born between 1980 ~ 2000
- young, smart, and brash / very active, creative, independent, insanely busy
- crave simplicity - Apple, Toms, Fixie
- culturally liberal, racially and ethnically diverse
- hyper connected with digital culture: familiarity with communications, media,
and digital technologies
- multitaskers, can juggle e-mail on their BlackBerrys while talking on cell phones
while trolling online
- they may wear flip-flops to the office or listen to iPods at their desk
- tech-savvy: plugged-in 24 hours a day, 7 days a week. They prefer to communi
cate through e-mail and text messaging rather than face-to-face contact
- 97% owned a computer / 94% owned a cell phone / 56% owned MP3 player
- 76% used instant messaging / 92% doing multitasking
“ My first day at school is always exciting but can be nerve-racking at the same time.
I would like to memorize the students’ names and then add them on my Facebook
later at home, rather than I make the first move and say hi to them. Social network-
ing is a simple and comfortable way to get to know each other. Through sharing via
social networking, we find some intimacy and build our relationship.”
(Josh, age 18, student)
brand truth
The pocket-sized HD camcorder is quickly captured your moment
and simply share with others.
tagline
Never Miss the Moment!
“
“
single most important message
One button quickly saves your never-coming-back moment!
35. Current brand
+ Needs of new target
------------------------
Competitive white space
Instructors: Eric Solomon (Venables Bell & Partners)
Elisha Greenwell (Wieden + Kennedy)
36. Brand Strategy: Jack Link’s Portion Control
Strategic Challenge
Jack Link’s Portion Control is a healthy beef jerky snack that contains only 100 calo-
ries in each package. Jack Link’s is doing a great job with their current Sasquatch
campaign and is in the current leader in the beef jerky market. According to the survey,
people recognized Jack Link’s simply because of their Sasquatch campaign.
Problem:
However the meat snack has a small market share in comparison with other snacks,
making up only 2% of the total market. Although Jack Link’s Sasquatch campaign is
extremely successful, their commercials mainly market to young males. To increase
their market share, Jack Link’s should also market to other audiences.
Who is the new audience and what are they like? What is the role
of the brand in their lives?
The audience should be moms with children between the ages of 5 and 16.
They value convenience, price and health, all of which are strong equities that
Jack Link’s can leverage in order to communicate to this new market. However,
most moms have a misconception about beef jerky snacks being unhealthy.
Too
Unhealthy Much
Sodium
<Moms incorrectly view Beef Jerky as unhealthy>
37. Moms’ Top Priorities
“
Convenience
“
Parents typically look to themselves when it
comes down to the ultimate responsibility for
their children’s health.
29
Convenience
“
Health 47
Price
24
Health
targeted as never before by marketing and
“
Childhood obesity is a serious and escalat-
ing public health concern, yet children are
high-calorie, nutritionally deficient foods.
Price
Why should people believe it?
Promoting Jack Link’s (JL) beef jerky as a healthy snack is not going to be enough to
separate them from their market competitors. What JL can leverage in their marketing
campaign is “portion control’, which no other competitors in the market are doing. Of
all the things moms’ value most in a snack, portion control is the most credible for us.
• The product is affordable
• The product is pre-packaged, which makes it very easy to pack in a kid’s lunch.
• Portion Control packs contain only 100 calories.
• Jack Link’s Beef Jerky is a leaner form of protein.
• Jack Link’s is a healthier, longer-lasting alternative to other salty snacks like chips,
which don’t fill you up the way beef jerky can.
• Jack Link’s Beef Jerky is low is carbs, unlike other salty snacks.
• Sodium provides a good source of electrolytes, which all active kids need.
38. If Jack Link’s was a car...
Too Manly Just Right: Too Mom-ish
cool and edge but also safe
So, Jack Link’s is...
Too Unhealthy Just Right: Too Healthy
cool packaging and good taste
but also healthy
39. Big Idea
“
“ Jack Link’s Portion Control is a new revolutionary snack that
toughen up your kid’s health.
How and where are we going to bring this to life?
• The product should undergo a packaging change that appeals more to moms but also maintains the edginess of the current
packaging/ marketing so as not to loose appeal to current market and to gain appeal with kids.
• The product should be re-positioned in the grocery aisles near healthier snacks such as nuts, protein bars, etc.
• TV, print, and Internet are all valid media through which we can reach moms. Consider mom blogs when targeting the online
audience.
What does success look like?
1. Moms start buying Jack Link’s for their kids.
2. Kids start asking moms to buy Jack Link’s.
3. Moms start buying it for themselves.
4. An overall shift in consumer perception of beef jerky occurs, causing other companies to follow suit.
Tone
The campaign should communicate to moms by educating them about beef jerky’s assets but it should not take
on a typical “mom” tone. We need to find a balance between the edginess of the current campaign/consumer
perception and the mom commercial so that we effectively communicate to moms without turning kids off to the
product or alienating the current market.
40.
41. Mapping and augmenting the online
shopper’s journey.
Instructor: Sean Staley (Venables Bell & Partners)
42. Consumer Insight: Online Fashion Shopper Behavior
Inspiration Thought Process ebay Connection Point
Inspired by media ‘Is this a new trend?
-Fashion magazines These flat shoes look
-Television/Movies cute! I want to buy one.’
Inspired by
surroundings ‘Where did you get How connects
-Friends, co-workers this? You look cute!’ with consumers?
-Window display
Inspired by fashionista
-Celebs ‘Omg! I want to have
-Paparazzi pictures
Lindsay’s Lohan’s bag!’
-Blog stars
-Street fashionista
Collections!!!
-I never skip to watch
Inspired by myself Trend forcasting every seasonal collections
‘Yes! Spring season is
-I am a trendsetter! -Study fashion trend: (style.com)
coming soon! It is gonna
I know what I want colors, themes every -Check out fashion
be my season.’
(fashion-related people) season bloogers recent updates
43. Frugal Consumers
eBay is a world’s famous online marketplace, offers great discount
products, second hand items, and auction-style listings. Consumers
who are looking for moderate goods, they check up eBay website.
Busy Career Women
Smart phone is a great marketing tool for them. Busy working
girls don’t have enough time to do window-shopping or skimming Purchase
through fashion magazines. Instead, they play with smart phone -Okay this is worth it!
apps during their break time. eBay iPhone app offers introducing
new products virtually, style gallery, useful fashion tips, and limited Return/Exchange
sale items. -Size isn’t fit!
-Don’t like the color
-Change my mind
Internet Bloggers Closet forever
eBay opens a digital shopping style magazine, called ‘The Inside -Oops, it was another
Source’. They offer fashion trend, pop culture, and home & garden impulse item
stories. Bloggers save useful blogs and visit them frequently in or-
Review
der to get a good source or tip.
-Kindly write a review
for future consumers
SNS Users
SNS is an online networking service focuses on building social rela-
tions among people. eBay also has Twitter and Facebook network
and expand their consumer market.
Emotional connection is important to me
- I love to visit offline stores and actually see, touch, and feel it!
- I don’t trust online shopping
For these consumers, eBay recently opens “eBay Outlet” in UK
44. “Thus, the task is not so much to see what no one yet has seen, but to think
what nobody yet has thought about that which everybody sees.”
- Arthur Schopenhauer
