Miami Ad School Portfolio

1. account planner brand strategist

2. “

3. The music is not in the notes,
but in the silence between.
-MOZART
03

4. GOETZ.CAITLIN@GMAIL.COM / 510.517.1377

5. C O N T E N T S
07. about me
09. kiva
1 1. sunkist
13. whole foods
15. resume
05

6. About me
“So - at what height do you die from cliff jumping?”
“It’s unclear, but I think it’s higher than this.”
And then I jumped. Not so much because I’m awesome, but more because of
peer pressure. To give myself some credit, however, it was my natural curiosity
that took me to that waterfall in Grenada (West Indies, not Spain), just as it has
taken me around the world to live, work and explore. I am fascinated by people
and I am looking forward to a job where I can uncover the human truths and
stategic ideas behind kick ass campaigns.

7. places i’ve paid rent
07
things i’m good at
things i’m bad at
soccer
painting sunsets
arriving ontime
drinking jameson
self depreciating humor
tipping
clubbing
eating breakfast
basketball
braiding
freestyling
jenga

8. C R E A T I V E
GOETZ.CAITLIN@GMAIL.COM / 510.517.1377
Media Strategy: Print ads will be sporadically placed throughout magazines and feature different
exerpts from the same Kiva story.

9. B A C K G R O U N D
P R O B L E M
T A R G E T
R E S E A R C H
I N S I G H T
S T R A T E G Y
KIVA GIVES YOU A STORY WORTH SHARING.
Your kiva story is the social currency that will help you achieve a higher social status.
LACK OF AWARENESS
Approximately 1.5 million NGOs operate within the United States.
ASPIRING DO-GOODERS
Men and women ages 28-35 HHI > 60k
Young professionals who are financially secure in their jobs and ready to help those less fortunate.
COMBAT POVERTY WITH MICRO-FINANCE
Non-profit organization that allows people to lend money via the Internet to low-income
entrepreneurs and students in 80 countries.
09
PUBLIC ALTRUISM EQUALS SOCIAL STATUS IN GROUPS.
THE BEST CHARACTER COMES OUT WHEN PEOPLE ARE WATCHING
Research shows people are more likely to behave altruistically where their actions are public
because they are competing for social status.
CHALLENGE = INCREASE NUMBER OF LENDERS ON KIVA.ORG

10. C R E A T I V E
GOETZ.CAITLIN@GMAIL.COM / 510.517.1377

11. CHALLENGE = MAKE SUNKIST RELEVANT
P R O B L E M
B A C K G R O U N D
T A R G E T
R E S E A R C H
I N S I G H T
S T R A T E G Y
SUNKIST CELEBRATES THE ORIGINAL INFLUENCERS
Sunkist inspires a new generation of creators by celebrating the founders of pop culture.
SUNKIST LACKS STREET CRED
Sunkist has not advertised since 2010 and their message is not clear.
SUNKIST INDEXES PROPORTIONAL ACROSS VARIOUS ETHNICITIES
Popular culture transcends race and cultural boundaries.
1979-SUNKIST SODA LAUNCHED & HIP HOP MOVEMENT GAINS MOMENTUM
Since ‘79, one has become mainstream, while the other has lost steam.
MILLENNIALS’ ABILITY TO CONTRIBUTE AND INFLUENCE POP CULTURE
IS WHAT INSPIRES THEM TO BECOME CREATIVE ENTREPENUERS
#CREATIVEMILLENNIALS
Teens and young adults ages 15-28
11

12. C R E A T I V E
GOETZ.CAITLIN@GMAIL.COM / 510.517.1377
Media Strategy: Print ads will be placed in fashion, health, fitness and wellness magazines.

13. CHALLENGE = INCREASE CHECK SIZE
P O S I T I O N I N G
P R O B L E M
T A R G E T
O B S E R V A T I O N
I N S I G H T
S T R A T E G Y
IT IS MORE IMPORTANT FOR TODAY’S WOMAN TO EMBODY A HEALTHY
LIFESTYLE THAN TO MAKE SUPERFICIAL FASHION STATEMENTS
THE 365 LINE IS AFFORDABLE LUXURY
365 basic packaged goods are comparable in price to basic items at competing grocery
stores.
LULULEMON LABEL-READER
Women 25+ HHI> 50K who live a healthy lifestyle and already shop at Whole Foods.
THE 365 PRODUCT LINE DOES NOT SELL
Consumers segment their grocery shopping and do not buy basic packaged goods at Whole
Foods.
WOMEN WOULD RATHER SPEND $100 ON YOGA PANTS THAN ON JEANS
Analysts estimate U.S. athletic apparel market will increase by nearly 50% to more than $100
billion at retail by 2020.
13
THE LUXURY BRAND OF SUPERMARKETS
American supermarket chain specializing in natural and organic foods.

14. GOETZ.CAITLIN@GMAIL.COM / 510.517.1377

15. Model
Clients: Nike, Puma, Macys, Nordstrom, Champion, Nautica, Polo
Ralph Lauren, Alexander McQueen, Zac Posen, Fendi, Carolina
Herrera, Chopard, Ford Motor Co.
E D U C A T I O N
Fashion Institute of Technology
Advertising & Marketing Communications
BS, Cum Laude, Dean’s list
Minor in Psychology
Miami Ad School, San Francisco
Account Planning Bootcamp
E X P E R I E N C E
2003-08
2008-10
2012-13
Freelance make up artist
Clients: Columbia Pictures, Calvin Klein, Spin Magazine, Nylon
Magazine, WSJ Magazine, Self Magazine
Project manager, design dept.
Glam Media Brisbane, California
Managed: Foodie.com website launch, Foodie mobile app launch,
UX ideation concepts for Glam’s user dashboard
2014
2010-14
vision & strategy
ideas & insight
research & problem solving
observe & analyze
production
inspire & innovate
public speaking & storytelling
empathy & listening
brainstorming
focus groups
one-on-one interviews
surveys
indesign
powerpoint
keynote
excel
word
photoshop
S K I L L S
I N T E R E S T S
Bartender Personal Chef Nanny Personal Shopper
CAITLIN GOETZgoetz.caitlin@gmail.com 510. 517. 1377 Brooklyn, NYwww.caitlin-goetz.squarespace.com
Cocktail waitress Production assistant Retail Soccer coach
Painting, people, movies, sandwiches (burritos count), snowboarding, psychology, wine making, animals
Look what I did!
Look at me!
Some add’l
perspective
Look what I made!
15

17. Be regular and orderly in your life,
so that you may be violent and
original in your work.
-Gustave Flaubert
“

18. goetz.caitlin@gmail 5 1 0 . 5 1 7 . 1 3 7 7