1. Janet Wang Strategic Planning
Portfolio

2. Neon (Ne)
Although a very common element in the
universe,
it is rare on Earth.

3. a boutthebook t a bleofcontents
myfirsttime one
This is a compilation of work from my time at Miami Ad
School. Everything enclosed is the result of a team of
relivethegoodtimes four
minds.
My teammates tell me that my strongest contribution is keepingide a s a live seven
my ability to funnel complex and seemingly discrepant
information into simple chunks, and highlight the
significant points. shelter ten
Enclosed are four case studies which exemplify this a boutme twelve
approach to problem solving.

4. myfirsttime
ch a llenge
Prevent teen tobacco use.
insight
The first cigarette is disgusting, and the experience,
uncomfortable.
str a tegy
Encourage teens to be frank about the awkwardness
of their first cigarette experience so they will choose
to not do it again.
Account Planners: Janet Wang & Isabella Martinez
Copywriter: SheskaOcasia
Art Director: Michelle Wallace
one

5. ch a llenge context t a rget insight
Tobacco use is the leading preventable Current and past campaigns focus on death, Who are current anti-smoking campaigns The first cigarette…
cause of disease, disability and death in aging, and weakness. failing to affect? “One usually very much dislikes his
the U.S. first cigarette. Taste for cigarettes must
If you smoke… 1, 2 Puff. I already tried a cigarette once be acquired slowly… ” – The Psychology
Every year… You will die. or twice, but I‟m not a habitual of Everyday Living
More than 400,000 people die from You will get old. user.
tobacco use. You are a victim. +
Each day… DO NOT. Ever the defiant personality, The first cigarette is disgusting, and the
3,450 kids try their first cigarette. Death. Teens feel immortal. The concept of tell me NOT to do something experience, uncomfortable.
850 kids become new regular, daily death and I‟ll do it.
smokers. is difficult to grasp. +
Senior Status. I‟m a high school senior.
Tobacco use is almost always Aging. Teens interpret getting old as growing up Research shows I am
established during adolescence… and maturing, which is attractive. especially susceptible to opportunity
tobacco use.
Prevent teen tobacco use. Weakness. Teens are likely to take this as a + It takes more than 3-4 cigarettes to feel
challenge to their pride and respond Influencer Effect. I have younger out of control over continued smoking. –
with defiance to prove they are siblings and friends who look whyquit.com
stronger than tobacco. up to me.
= First time smoking does not equal
str a tegy The more students were exposed to anti- Defiant high school senior who has tried habitual smoking.
smoking messages, the more inclined they were 1 or 2 cigarettes
When you prohibit an action, it becomes to smoke. –sciencedaily.com
more attractive. But if an action is an
option, it becomes less desirable.
+
First cigarette experience is gross and
awkward.
Encourage teens to be frank about the
awkwardness of their first cigarette
experience so they will choose to not do
it again.
First time smoking does NOT have to lead to habitual sm
two

6. c re a t I vestr a tegy
My First Time – Many first time experiences
do not live up to their hype. In fact, most first
time experiences are awkward and
uncomfortable. i nter a ctive
print a d
Audio - Monologue
describing the
y outube&
uneasy and
hulu a d
uncomfortable
nature of a first
time experience.
Collections of individual
teens speaking about the
s potify / musicsite a d awkwardness of their first
cigarette experiences.
t witter
three

7. relivethegoodtimes
ch a llenge
Protect and grow Netflix‟s subscriber base in 2012.
insight
If life were a movie, age reflects the number of roles we‟ve
played, lines we‟ve said, and plots we‟ve experienced.
str a tegy
Convince our target to retire with Netflix and relive the
good
times.
Account Planners: Janet Wang & James Stevens
Copywriter: SheskaOcasia
Art Director: KiraWehby
four

8. ch a llenge c ontext insight
opportunity
Public perception of Netflix was tainted Only 4% of Movies and T.V. shows are a collective
by an attempted division of the Subscribers left visual documentation of our lives: Real, Netflix Users:
company‟s DVD & streaming business due to this incident Advertising to imagined, and available for replay. 17% Under 24
segments, coupled with a price increase. current or lapsed
48% 25-44
Satisfaction of current customers is not If life were a movie, age reflects the 43% 35-54
Restore Netflix‟s brand reputation and customers is still high an efficient use number of roles we‟ve played, lines we‟ve 18% 55+
share price, and thus market cap, to its of Netflix‟s said, and plots we‟ve experienced.
initial pre-crash levels. Most recent Q4 marketing $
Only 18% of Netflix‟s users are age 55+.
financials show that
Protect and grow Netflix‟s subscriber Netflix has already
Big Market. 30% of the population is 55+, and
base in 2012. Regained most of its
this will only increase.
U.S. customers.
An American turns 50 every 7
Netflix should take this opportunity to grow a new seconds (AARP). Thus, 45% of
user base. the population will be 55+ by
t a rget 2015 (US Census).
But who?...
At or Near Retirement. Age 55 to 65
+
Relatively Tech-Savvy. Have a smart With Money. Households headed by adults
phone and/or 55-64 have a median net worth
b r a ndstrengths of 15 times that reported for
comfortable with
email and internet adults under 35 (JWT).
Why would Netflix be a good match for this
str a tegy audience? surfing
+ Likely to Adopt. Adults 55-63 use the internet
Have Free Time. on a regular basis. In fact
Convince our audience to retire with Largest Content Library 70% of them are online right
Netflix and relive the good times. =
To serve the digital retiree who is in search now.
of movies that span from youth to retirement, 37% of moviegoers are 55+.
being the leader in content breadth and Digital Retiree
depth is a massive advantage.
Easy to Use
Netflix is recognized for its user interface
experience. This is an easy adoption for Only 18% of Netflix users are age 5
someone who is comfortable with, but not
specialized in, using current technology
five

9. c re a t I vestr a tegy
Relive the Good Times –
Encourage at home movie Movies and the
watching by reminding our experience of movie
target of the movies from their watching from
past that reflect the breadth and moments in your kindle a d
depth of their memories and past: remembering
experiences. that first date and 1.37% of Kindle
drive-ins with your users are age
friends. 55+
(Amazon.com)
d irectm a iler
In the form of a vintage microphone that
print a ds opens to a cozy living room movie watching
setting.
Age 55+ are three times more likely
than the general public to read print Strong preference among age 55+ for printed
mail. (ChiefMarketer.com) six
newspapers. (MarketingCharts.com)

10. keepingide a s a live
ch a llenge
Help small businesses become more competitive.
insight
Behind every great entrepreneur was a great failure.
str a tegy
Give entrepreneurs the confidence to continue taking risks.
Account Planners: Janet Wang & Isabella Martinez
Copywriter: SheskaOcasia
Art Director: Michelle Wallace
seven

11. ch a llenge context t a rget insight
Small businesses are a significant What are small businesses struggling with? Some say that entrepreneurs are born, not The Journey of the new entrepreneur…
component of the U.S. economy. made that their DNA pre-disposes them to
Sales? Consumer Confidence Index has certain traits… EUREKA! Moment
More than half of U.S. sales and over half of risen –Consumer Conference Board You feel like God, drunk on the belief that
private sector jobs are attributable to small Novelty Seeking you have solved the world‟s biggest
businesses. Funding? Access to credit ranks at the problem. The emotional high and
bottom of concerns..50% say they Accomplishment Driven The Nascent adrenaline rush obstructs your ability to
Small businesses face several challenges: do not want a loan –National Entrepreneur think critically.
Federation of Independent Business (NFIB) Confident
sales from the economic recession
Fairytale Begins…
, larger, and more distributed competitors Competition with big business?
Small business confidence rises for You decide to go for it…
Access to limited funding
the fourth consecutive month - NFIB in the context of a society that idolizes the
Integrating new technologies, systems, and
opportunity entrepreneur and elevates him to celebrity
practices However… status: Steve Jobs, Mark Zuckerberg, and
No one talks about the many times Steve Donald Trump.
Help small businesses become more “90% of small enterprises fail within the first
competitive. two years of operation.” -SBA Jobs failed before he succeeded.
Reality Hits…
Help them pursue best practices, define “A frequent cause of bankruptcy is Entrepreneurs are victims of constant self Few, if any, entrepreneurs know what
metrics, and pull in more customers. undercapitalization. This is often a result of doubt because they compare their behind the they‟re doing the first time. What it takes
poor planning rather than economic scenes selves to everyone else‟s center stage to build a business is a complete contrast
conditions” –Small Business – The Art of the Start performance. to coming up with the idea.
The struggle is in the start – They need to be reminded that it takes failure Behind every great entrepreneur was a great
str a tegy to succeed. failure.
Remove the taboo of failure and give
Getting through the first few years,
entrepreneurs the confidence to continue
building the base for a business that will last.
taking risks.
It Takes Failure to Succee
eight

12. c re a t I vestr a tegy
Keeping Ideas Alive – Connect new entrepreneurs
with seasoned entrepreneurs. Encourage
entrepreneurs to find refuge in each other.
In Their Offices - Reach the
ch a tt I ng
Nascent Entrepreneur in
his/her office, the coffee shop.
we incorporate a
chatting function that
fosters entrepreneur-to-
entrepreneur
conversations and
support. Discussions
can range from
questions to finding
resources. c offeesleeve
Interactive Community -
Partner with the Small
blogp a rtnerships Business Bureau (SBA),
an already established
Feature blog posts by resource and community,
successful entrepreneurs who to improve resources for
have an established online new entrepreneurs. As
blog and following, such as many new entrepreneurs
Guy Kawasaki and Seth begin their business ideas
Godin. online, we will focus on
the SBA.gov site,
nine

13. shelter
ch a llenge
Develop a brand with the potential to change the world‟s
lodging landscape.
insight
What is fundamental for one person is a luxury for another.
str a tegy
Stay-One-House-One Model
Account Planners: Janet Wang & Isabella Martinez
ten

14. ch a llenge c ontext opportunity
More and more consumers are interested in Green Travelers insight
72% of green travelers are willing to pay some
sustainable living for the planet and its level of price premium.
people. The hotel industry has been slow to What is fundamental for one person is a
address this trend. luxury for another.
“While guests appreciate the importance of Who does quality & social impact well?
conserving energy and resources, they feel In the context of the hospitality
The International Hotel Group needs a conflicted about paying for a hotel that The Buy-One-Give-One business model has
flagship green brand. industry…
requires such sacrifices.” successfully achieved both business returns
and social impact.
Develop a brand with the potential to change Self-Centered Consciousness:
the world‟s lodging landscape and launch care about the environment, but care Companies such as Toms Shoes have seen
thousands of hotels worldwide. MORE about personal comfort. dramatic growth in a short period.
t a rget “Sold one million shoes within first 4 years”
“54% of green travelers indicate that
cre a t I vestr a tegy Spread by word of mouth and strategic
confusing terminology is a factor in making it
Who values luxury quality and social partnerships.
difficult to find environmentally friendly travel
impact? Key components of success:
Shelter - Everyone has the right to shelter, options”
whether in the form of a home, a retreat, or a
refuge. Our hotel provides shelter to our Practice what he/she preaches. Actively High-End and High Quality Product
Understanding Their Impact:
guests and empowers them to provide shelter made lifestyle changes. $40-$80 shoes. Consumers buy because
do not understand HOW their money is
to others. + they like the product itself, regardless of
helping the environment.
Self-made, mid-income the social impact factor.
1.5 billion people in the world are homeless.
+
Partner with a pre-existing organization, like Live well, quality oriented Clear Consumer Impact
Shelter the World, to operate the + With every pair purchased, TOMS gives a
str a tegy Travel for work & pleasure. 2 to 3 times per pair of new shoes to a child in need. No
Stay-One-House-One Model: confusing jargon.
year and travelled to 2+ countries.
Whether our guest is in California for a Stay-One-House-One Model: +
business trip or Brazil for vacation, he/she will Interested in „sustainability‟.
directly benefit the homeless community in Look & feel of a high-end hotel, eco-friendly Environmental, social, etc. & solving big
that neighborhood. elements of competing „green‟ hotels, and the world problems.
competitive advantage of a clear and visible =
Other Partnerships: consumer impact.
Airlines (Virgin) High-End Hippie
Socially active celebrities (Leonardo
DiCaprio, Angelina Jolie, etc.) Buy-One-Give-One Mode
Social Media
Events
Mobile Applications eleven

15. a boutme
twelve

16. c ont a ctme
Strategy & Operations Consultant
i nse a rchof 415 . 937. 4288 Community Action for Rural Development.
Janet.DoubleU@gmail.com Kenyan organization engaged in micro-
Opportunities to use my love for absorbing and enterprise bee-keeping initiative. Account Planning Boot Camp
synthesizing seemingly discrepant information in 6. 2007 to 9. 2007 Miami Ad School
order to create experiences that inspire social s eemeonline 1. 2012 to 3. 2012
behavior. Interviews. Visited 40+ farmers on the back Top Dog, First in Class
JanetDoubleU.com of a dirt bike.
JanetDoubleU.tumblr.com
Mediation. Drafted and implemented
agreements between community organization,
Senior Economic Consultant Founding Team Member farmers, and honey suppliers. Introduction to Communication Design
Deloitte Tax LLP. Global Transfer Pricing rippleQ. Social Venture Technology Start-up Extended Education
12. 2007 to 5. 2010 11. 2010 to 4. 2011 Moderation. Led strategy discussions with California College of the Arts
non-profit managers. Summer 2011
Brand & Intellectual Property Valuation. Strategy. Performed market competitive
Managed an intellectual property migration for analysis and compiled educational kit for Immersion. Lived with a host family and
one of the largest U.S. multinational internal, investor, and client use. participated in community activities. Learned
companies in the hospitality industry as the basic Swahili. B.A. Mathematics/Economics
sole staff person on a multi-partner Brainstorm Moderation. Led discussions and
Minor in International Studies
engagement, assessing brand lifecycle and drafting of product feature value propositions
University of California at San Diego
value, conducting research, client interviews, for use in business strategy, sales, and
9. 2003 to 6. 2007
economic and financial analyses, and drafting customer development. Associate Producer of Content
qualitative support for analyses. Project Social Capital Markets. UCSD Provost‟s Honors
resulted in follow-up engagement. Consumer Journey. Created use cases for 6. 2010 to 10. 2010 & 5. 2011 to 9. 2011 Ernest C. Mort Leadership Award
software product testing and drafted detailed
Macro Trend Analysis. Executed economic product FAQs. Large-scale Impact. Helped produce an
downturn analysis for $2 billion revenue client international social enterprise conference that
in the computer and information technology Worked with „Creatives‟. Collaborated with drew 1,300+ social entrepreneurs, venture
industry, analyzing profitability, and managing engineers and customer development m ore a boutme
capital investors, university professors, and
two-person India-based team in performing manager to develop and test product to foundations from 40+ countries. Attendees
comparable company analyses to identify customer specifications. Origami & Collage Arts Practitioner
included representatives from the Bill & Dancer. Performance & Competitive
economic trends. Melinda Gates Foundation, Acumen Fund, JP
Behavior. Helped develop the company since Age 5
Morgan, McKinsey & Company, and Stanford Yoga & Meditation Enthusiast
Client Relations. Directed client relationship product - behavior management software University.
as sole staff member of a senior level tax using game mechanics. Vegetarian
team and managed team of two to complete Right & Left Brain. Created internal
international tax restructuring for major client Operations. Established enterprise as a processes for content development, balancing
in semiconductor industry. Project resulted in Benefit Corporation. Managed financial, legal, brainstorming and ideation with operation and
avoidance of $1 million penalty. and human resource activities. execution.