Take a look at my strategy book. Oh-I also designed it.

1. CASSIDYBAINE
strategist

2. W HAT
I’VE BEEN
UP TO

3. N ele
i ad
//miam fornia, grap
s, cali
tegy@san
ns
itylos ang tieth century foxco orld cup, d
fr
ucts, g
’s r
schoolstrahic design, womenlee global
h my!
ancisco, oowing
umer prodiego forlan, brazil
nt univers moms
arymou //twe n edia, w s ign, angry ourage
//loyola m teractive m sales & de nt
ts inte rnationalinangeles loyolanad communications, eoor plans
//fox spor //los orporate ntions, fl
rtainmentc g & design, innovetor, EVERYTHING
tures ente tin uc
//sony pic inc. & disneymarkenycompetitor, instr
homes compa
//taylor morrison’connor irish dance
aron-o
//butler-fe

4. READ HERE TO UNDERSTAND WHAT THIS IS :)

6. CA SE .
S TUDIES

7. e
//YouTub d
g Boar
//Am erican Egs, Origin
e
//EA Gam

8. BUSINESS CHALLENGE
Develop a campaign to increase YouTube usage and gain loyalty to a specific group
of women that YouTube likes to call “Young-Facebook-Friendly-Moms (YFFM)”. Cur-
rently, most of the video content these moms watch are embedded through Facebook.
They rarely get directed straight to the YouTube site unless a link is directly sent to them
through e-mail. Some of these moms only associate YouTube with slapstick videos and
are simply unaware of the variety of content YouTube offers.
WHAT YouTube IS TODAY
Online video is valuable- it’s massive, it’s social, it reaches new audiences, it gives viewers
choice. Every minute, over 48 hours of content are uploaded straight to YouTube. There
is 50% year-over-year increase in views. It’s eclectic content from all of the world is unlike
any other video platform. After watching a YouTube video 30% of viewers will share with
a friend. 400+ videos are shared via Twitter per minute. 100M viewers comment, share,
or like a YouTube video each week. There is over 3 billion views a day on the site.
“We use Facebook to schedule the protests, Twitter to
coordinate, and YouTube to tell the world...”
-Activist in Cairo, Egypt, March 2011

9. EA GAMES, ORIGIN
WHO ARE WE TALKING TO?
“Young-Facebook-Friendly-Moms (YFFM)”
These young moms are between the ages of 25-34 and typically have
children under the age of 5. They are married, largely white, and
amiable. Their kids are their priority, yet, they also crave for some
“me time”. Sometimes, they even feel lonely due to the fact that their
original friend circles are not as geographically as close as they used
to be. They now try and keep up with their friends through social
media. Their attitude and approach to technology is summed up as
having a strong affinity for online networking and connecting. They
are also finding and sharing new sites with their friends. These moms
regularly go on-line to receive parenting advice from their family
and friends.
RESEARCH STANDOUT #1
Though these YFFM’s are active and loyal users to social media outlets,
36% of them are getting bored of social media due to it’s superficial
content. UH-OH.
RESEARCH STANDOUT #2
Moms always have questions, they have the most questions.
From learning how to change a diaper, to knowing what to do when
a pea is stuck up their childs nose, moms always have questions and
always need answers....
} they need their answers quick.
} some moms are to proud to ask for help from
their friends and family.
} they want a new resource, something new and
different, but most of all, easy to use.

10. strategy
FRESH MOMMIES, PAY ATTENTION.....
YOUTUBE IS AN ENCYCLOPEDIA.
THE WORLD’S LARGEST ENCYCLOPEDIA.
A “HOW-TO” ENCYCLOPEDIA.
A MODERN ENCYCOLPEDIA.
YOUR ENCYCLOPEDIA.

11. YouTube is a video encycolpedia. It shows real people with real answers, varied answers,
not your everyday answer from your everyday friend or family member. This is a whole new
world, a dazzling place that has been available, though many people did not originally see
it’s practical purpose. YouTube is a success and it is time to use it. As a mom, you have come
so far in raising your children and now have the perfect modern resource to help guide you
along the bumpy and eventful journey through motherhood. Each and every turn in raising
your kids can be a surprise. Every video tells a story and will answer your specific questions
making your job just a tiny bit easier. YouTube is your modern video encycolpedia, enjoy.

12. AMERICAN
EGG BOARD
>>>EGGS
BUSINESS CHALLENGE
With the safety of eggs in question, a lingering recession that
stripped food budgets to the bone, and much more convenient
cereal options available-how could we possibly ask moms
to serve more eggs to their kids?
RESEARCH STANDOUTS
The structure of both humans and animals is built on PROTEIN
and CHOLINE which helps regulare the brain, nervous system,
and cardiovascular system. An egg contains both protein and choline.
TARGET
Every loving mother, “The Mom”.

13. AMERICAN EGG BOARD, EGGS
THE
MOM
This is a modern mother. She is a “superwoman” who also wants
“superkids”. This determined woman strives to be the Rolls Royce
of anything and everything, especially when it comes to her kids.
She loves her children above anything else.
Her kids are involved in an absurd amount of extra curricular
activities and need to have enough energy to last throughout the
day. Every mom knows that better nutrition will enable their kids
to perform to their fullest, yet with time contraints due to their
busy schedules, nutritious food is not always their first priority.

14. to grasp a mom’s attention we are going to:
POSITION
EGGS IN A
DIFFERENT
CATEGORY.

15. eggs are no longer in the breakfast category.
EGGS ARE
NOW IN THE
PERFORMANCE
CATEGORY.

18. GAMER
EA GAMES
>>>ORIGIN

19. EA GAMES, ORIGIN

21. REEL

26. LET’S
W OR K.

27. INE@ME.COM
CASSIDY_BA7193CALL ME
949.309.

28. a ligean ar obair.
vamos a trabajar.
let’s work.
nous devons travailler.
mari kita bekerja.
cerchiamo di lavoro.
lassen sie uns arbeiten.