katie nelson

account management
personal
manifesto knelson419@gmail.com
480-313-3550
My college career started at ASU where I thought I wanted to be
journalist. Then I discovered the world of target markets and brand
models, and I found myself at BYU studying advertising. I’ve never
looked back.

If you scroll through my iPod, you will find only classical music, and
maybe one or two alternative albums. I’m addicted to frozen m&m’s,
musicals, and autobiographies. I sing out loud when I’m happy,
and also when I’m sad. Last year I ordered a National Geographic
subscription because secretly I aspire to be a know-it-all of obscure
historical events. I subconciously twirl my hair when I’m in deep
thought, and the back of my right hand is stained with a to-do list. I’m
not your typical girl. I’m not boy crazy, and I don’t like to copy fashion
trends. However, I could tell you my celebrity crush and exactly what
not to wear. I have a love-hate relationship wth Facebook; and, I’m
not afraid to admit that I blog stalk people. Someday, I will speak
Spanish fluently, and I will hike the trail to Maccu Piccu. I’m a thinker, a
planner, a strategist, a doer. My passions come with purpose, my work
ethic with direction, and my commitments with sincerity.

It all sounds so intense, I know. But that’s just how I feel about my life.
After all, understanding people, and myself, is a serious business. You
need a manager or planner? Give me a call.
table of contents

Resume 6
Sierra West Jewelers 10
LDS Institute 14
Voices of Courage 18
Canon ELPH Camera  24

Creative Portfolio
WSR Newsletter 30
Freelance Design 38

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resume
work experience education
BYU ADLAB BRIGHAM YOUNG UNIVERSITY
Account Planner Provo, UT
Jun 2009 - present Aug 2008 - April 2011
Conduct research for clientel. Create professional BA Communications, Emphasis in Advertising and
presentations for clients. Interpret data into target Marketing, GPA: 3.73
market insights. Strong team player. Minor in Editing & Linguistics

BYU WOMEN’S SERVICES & RESOURCES UTAH STATE UNIVERSITY

Account Manager Logan, UT
Aug 2009 - present Jun 2008 - Aug 2008
Initiate research. Manage advertising campaign Humanities Study Abroad in Italy, England and
for abuse awareness and eating disorders. Sweden, GPA: 4.0
Coordinate promotions. Design and edit monthly
newsletter. Teach workshops. Brainstorm events. ARIZONA STATE UNIVERSITY
Tempe, AZ
BYU WRITING FELLOWS Aug 2007 - May 2008
Writing Tutor Freshmen year in the Walter Cronkite School of
Dec 2008 - Dec 2009 Journalism and Mass Communications, GPA: 3.9
Work closely with professors to help teach
students necessary writing skills. Meet monthly community service
with students to go over writing assignments. Edit
research papers. RELIEF SOCIETY PRESIDENT
Jan 2010 - April 2010
BATH & BODY WORKS Serve as a guide and mentor to 30 women in the
Sales Associate BYU community. Plan and coordinate community
Aug 2007 - May 2008 activities. Promote women’s issues of self-worth.
Engage customers. Promote and sell products. Encourage women to make monthly visits to one
Deal with public relations. Develop effective another. Stimulate unity within community. Promote
interpersonal skills. service among women and men.
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PUBLICITY CHAIR
Aug 2009 - Dec 2009
Use Indesign to create a community directory of
150 students (completed in 12 days with pictures
and contact information included). Manage
community announcements and advertisements.

ACTIVITIES CO-CHAIR
Dec 2008 - April 2009
Manage a team of 8 students. Coordinate bi-
monthly community activities. Work closely with
publicity chair to promote and advertise events.

software skills
Experienced with statistical program SPSS
Registered Qualtrics user (Stats Program)
Proficient in Indesign
Microsoft Powerpoint, Word, Excell, Outlook
Keynote
Basic understanding of Photoshop & Illustrator
iMovie

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Sierra West Jewelers
account planning
Client: Sierra West Jewelers

Challenge: Research target market of soon-to-be-engaged

college students ages 18-26. Create strategic advertising
suggestions to increase brand awareness and store revenue.
Suggest alternative forms of advertising.

My Position: Account Planner. Work with a team to conduct

a quantative and qualitative analysis of the brand and
target market. Use research to create a brand model and
creative solutions to increase brand awareness and store
revenue.

Duration of Project: Feb 2010 - April 2010

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executive summary

The owner of Sierra West Jewelers, a small jewel- qualitative methodology

ery store chain in Utah and Arizona, came to the
• 18 in-depth interviews
BYU AdLab seeking help in better understand-
• 2 ethnogrophies
ing his target of college students ages 18-26.
• 2 focus groups
problem
Currently, Sierra West Jeweler’s advertising strat- BRAND MODEL
egy revolves around their cheap prices. While it
is true that price is an important factor in the en- Current Position
gagement ring shopping pricess, my research
team and I wanted to understand the core de- Sierra Who??
sire within the ring shopping process. “Sierra West is a company I’ve heard of, but I don’t
know a whole lot about it.
challenge
Desired Response
Create a brand model based off of research
Sierra West!
and suggest a new advertising strategy for Si-
erra West. Recommend alternative forms of ad- “Sierra West is the first and final place I’ll go when
vertising based off of the new brand model. searching for my engagement ring. I’ve heard of
and experienced great things about them when
searching online, visiting the store, and talking to
quantitative methodology friends. I feel confident I will find my perfect ring at
• Quantitative survey about media consump- Sierra West.”
tion of target market
• Quantitative survey about engagement ring

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Conceptual Target
The Wanna-be-Unique, Love-struck Couple
These students have been raised to believe that
temporal possessions are not the most important
part of life, yet the social expectations surrounding
marriage and engagement rings still affect them.
It’s important for them to have a ring that stands
out because it’s the tangible proof of their com-
mitment and love for one another. When they fi-
nally meet that special someone, they’re both
love-struck and believe they’ve found their better
half. Their love and commitment for one another
drive them to search high and low, near and far for
the perfect ring: the tangible bit of proof that gives
them confidence in their purchase.
Core Desire
My One and Only
“There are so many people getting engaged, and
we’re all picking from the same pool of rings: I
want mine to be different. When I show my ring to
all my friends, I want to feel confident that my ring
is the best match for me. I want to feel like there
isn’t something better out there. Every curve, cut,
and carat represents the quiet commitment I have
brand model
to my spouse. I want a ring that is as unique as the
love I have for my special someone.”
Role of the Brand
The Matchmaker
Sierra West is the ultimate Matchmaker! We have
a passionate interest in understanding your unique
love story. Our main goal is to match you with the
perfect engagement ring: one that is a direct re-
flection of your relationship with your future spouse.
Compelling Truth
Your Matchmaker
Sierra West is the place where young engaged
couples can find superior custom design, a vast
style selection, and excellent customer service,
guaranteeing that your engagement ring is really
your ring—unlike any other. Registered gemologists
assist and educate couples in recognizing what to
look for in a quality ring, and will do all they can
to help clients feel comfortable and confident that
their ring is the very best match for them.
Selling Idea
Your story, your ring: the perfect match.
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LDS Institute
account planning
Client: Mormon Church Institute Program.

Challenge: Find out why students ages 18-26 are not

attending the Institute Program and present a creative solu-
tion to resolve the problem.

My Position: Account Planner. Work alongside professors to

create, conduct, analyze and interpret quantitative and
qualitative data. Assist in creating a new brand model for
the Institute Program. Assist in creating the final presenta-
tion for the client.

Duration of Project: Sep 2009 - Feb 2010

15
executive summary
Representatives from the Church of Jesus Christ
of Latter-day Saints (Mormon) Institute Program
came to the BYU Adlab asking for help in re-
searching their target market, which includes
young single adults ages 18-26.
what
Institute is a weekly religion class for young single
adults ages 18-30 aimed at helping college stu-
dents expand their knowledge of LDS theology
and assist students in making major decisions
concerning education, relationships and ca-
reers.
problem
The LDS Institute program expects 100% of LDS
young single adults ages 18-26 to attend insti-
tute. Only 25% are cuttently enrolled and at-
tending.
challenge
Find out why students do not attend institute.
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methodology
The quantitative survey was created using Qual-
trics, a statisical software program found online
at www.qualtrics.com. The data was tested and
analyzed using another statistical software pro-
gram known as SPSS. In total, our research in-
cluded the following:
• 678 quantitative surveys
• 74 in-depth interviews
• 8 ethnogrophies
the process
As part of the BYU Adlab, (and under the di-
rection of my professors) I helped to create,
conduct, analyze and interpret quantitative
and qualitative data. I also assisted in creating
a new Brand Model for the Institute program.
The project began by conducting in-depth
interviews to determine which topics to tar-
get in the quantitative survey. These insights
included:
• current perception of institute
• the ideal institute program
• optimal learning environment
• level of obligation to attend
After the surveys were conducted, the qualita-
tive data was seperated into two groups: those
who currently attend institute and those who do
not currently attend institute. Due to a research
limitation on the client side, the quantitative
survey was sent to only those currently enrolled
in institute. Despite the research limitation, we
were able to find correlations between both
qualitative and quantitative data sets. The two
groups of current attendees and non-current at-
tendees showed a substantial amount of similar-
ities when considering how the Institute proram
should be changed, and better yet, improved.
Two prevalent insights included the learning en-
vironment and the purpose of institute. Research
showed that students expect their institute class
to be conducted by a well-trained teacher who
can facilitate worthwhile discussion: a conversa-
tion where insights can be appropriately shared,
thus providing proper guidance for young single
adults ages 18-26. When considering the pur-
pose of institute, research revealed that stu-
dents desire to attend a class once a week that
will offer enlightening conversation. Currently,
institute promotes itself as a productive dating
service and social scene. This is not what con-
sumers want most. Rather, young single adults
crave a program that will help them fulfill their
emotional and spiritual needs.
so what
This project was particularly rewarding for me
because I am an institute student. Learning to
research and understand my own age group
proved insightful and revealing, to say the
least.
The months of time and energy invested into
this project demonstrate my passion for re-
search and people. Not only do I thrive when
I’m around others, but more importantly, I seek
to understand them.
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 brand model
current perception core desire

Optional, hit or miss Security in inconsistent times

“Institute is good, but it’s optional. It’s incon-
sistent. Sometimes it’s relevant and inspiring;
sometimes it’s a huge waste of time.”
conceptual target
Spiritual Adolescents
“These 18-26 year old spiritual adolescents
crave a genuine relationship with God. In a
time of their lives where there are few, if any
constants, they desire the spiritual peace of
mind that comes from knowing they can be
spiritually guided in the many big and small
decisions in their life.

“This is the microwave generation. These young role of the brand

adults feel that they need and are entitled to
have everything they want right NOW. Easily dis-
Help groom spiritual adults
tracted, they fill their life with the “stuff” in the thick
of thin things. They have checked the boxes of the
“Helping spiritual adolescents grow into spiritual
“Church Checklist” and believe that is sufficient
adulthood by making the gospel real, relevant
for conversion. They are stressed about their job,
and applicable.”
school, relationships, and the uncertainty of their
future. Their righteous desires are lacking in person-
al, self-driven direction. They like to live so close to
the edge that it’s easy to forget which side of the
line they are on. Although they are dealing with
adult-like responsibilities, they still haven’t fully de-
veloped into spirifual adults. They feel they have
converted, but are still complacent in continually
strengthening their testimony.
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compelling truth

Optional: Hit or Miss

“Institute is a place to share experiences with

peers, and it addresses life concerns. Expe-
rienced teachers provide mid-week spiri-
tual enlightenment, which provides distinct
guidance and gospel-centered solutions in
a community catered to the young single
adults of the church.

desired response

Institute is my mid-week must have

“Institute is my mid-week must have. I have

a place where I can gain greater direction
and hope in navigating my specific life chal-
lenges through guidance from my instructors,
peers and the Holy Spirit.”

19
Voices of Courage
account management & creative
Client: BYU Women’s Services and Resources

Challenge: Educate BYU students and faculty about abuse and

motivate them to do something about stopping it through a
campaign called Voices of Courage.

My Position: Account Manager and assistant Art Director.

Coordinate creative execution by working with designer,
photographer and models. Assist creatives in making the print
ads and writing the story line of the video. Edit Voices of Courage
website. Contact campus news venues to help spread the word.
Design newsletter. Schedule booths on campus and coordinate
other promotions to educate students about the campaign.

Duration of Project: Oct 2009 - March 2010

21
executive summary
BYU Women’s Services and Resources wanted to
create a campaign called Voices of Courage: a
proactive effort to raise awareness against rela-
tionship violence. Voices of Courage was created
to motivate men and women to stop domestic
violince, rather than simply standing by and letting
abusive behavior continue.
to define abuse. Use traditional advertsing such as
effective print ads, a website, short videos, news-
letters and weekly promotions to raise awareness
against abuse.
The color purple was chosen because it represents
the abolition of domestic violence.

what so what
Voices of Courage Advertising isn’t just about making revenue. It’s
about using creativity and strategy to inform the
problem public about crucial information. In this case, I
helped BYU students understand that abuse is real
BYU students are unaware of two things: first, the
and there is a way to stop it. I am passionate about
different levels of abuse; and second, that the
promoting truth.
percentage of abusive situations has continued
among BYU couples.
voicesofcourage.byu.edu
challenge
Educate BYU students about abuse and why they
should care and how they can be proactive in
stopping it.

process
Brainstorm and define what exactly constitutes
abusive behavior. Use the harm continuum theory

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creative
designer &
photographer
Brooke
Beecher

manager &
copy writer
Katie Nelson

The following
print ads were
displayed
on the BYU
campus and
on the website.
The pledges
are meant to
inspire students
to make
their own
commitment
to personally
stop abuse.
We ran a total
of 12 pledges.
This portfolio
features my
favorites.
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creative

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25
Canon ELPH Camera
media buying
Client: Canon ELPH Camera

Challenge: Create a 12 month media campaign for the Can-

on ELPH camera

My Position: Media Buyer. Create a media strategy for the

Canon ELPH camera that will attract a target market of males
and females ranging from ages 18-45.

Duration of Project: Oct 2009 - Dec 2009

27
executive summary
target market
The following plan for Canon ELPH Cameras outlines
suggestions for the entire year’s advertising strategy
with the goal of reaching the target audience of
males and females between 18-45 with an annual
income ranging from $50,000 to100,000.
The plan focuses on consumers who are looking for
a quality camera at an affordable price. Consum-
ers want a camera that can be depended on to
capture quality images in every situation—giving the
owner confidence and ease of mind.
where
The markets we have chosen to spend the majority
of the budget are New York, San Francisco, Dallas,
Seattle, Denver and Hartford.
media venues
The media that has been suggested for use in the spe-
cific markets include broadcast television, billboards,
newspaper, and a marketing promotion consisting
of a Canon Scavenger Hunt. The regional campaign
consists of magazines, Inter-
net advertising through blogs
and flicker, and an Internet
promotional contest called
the Canon Hall of Fame.
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objectives and strategies
objective 1
Continue to stay at the top of the entry level point-
and-shoot camera market.
strategy
Improve brand perception through the creative
strategy. Ads will convey a simple, light-hearted
and confident tone. We want consumers to be-
lieve that buying an ELPH camera will capture
memories at their highest quality.
objective 2
Increase market share from 30 to 40%
strategy:
Canon will enter the social media world in order
to expand their market share and distinguish them-
selves from the competition.
objective 3
Increase brand recognition and confidence
among our designated target market.
strategy
The Canon brand will be reinforced and easily rec-
ognized as high quality and affordable through
high reach and frequency in chosen mediums.

creative brief
brand position
Your Camera says a lot about you. The ELPH Cam-
era is positioned to appeal to those who want
an accessible point-and-shoot camera that is in-
expensive and high quality. This consumer is the
mountain climber who wants to capture the cliff
he conquered; the mother who wants to keep the
memories of her child’s first birthday; the grandma
who wants to remember the colors of the balloons
at her 50th wedding anniverisary; the grandpa
who wants to take a picture of his grandkids on the
merry-go-round at the county fair. This Camera is
made to fit the basic needs of becoming photog-
raphers, while also ensuring storing options. Canon
cameras preserve memories and feelings.
creative strategy
The strategy of the print and broadcast advertise-
ments is to increase brand awareness and pro-
mote brand perception. The idea is that the Canon
ELPH camera ensures the capturing of memories in
good quality pictures. Advertisements will include
high-quality photos of families, young people, and
young adults: all potential consumers of a Canon
ELPH camera.
creative brief
promise
In using a Canon ELPH camera, consumers are
promised that no matter what kind of memory they
are trying to capture (baseball game, family re-
union, graduation, etc.), Canon cameras are sure
to grasp each experience at its best. Consumers
have no need to worry about whether or not the
image is moving, or in poor lighting. The Canon
ELPH has the power to capture any memory at
high quality for an accessible price.
tone
Simple, light-hearted, fun, confident. The point of
our print and broadcast advertisements is to por-
tray the confidence that comes from buying an
ELPH camera. This confidence stems from knowing
that the Canon ELPH will automatically offer top
performance, just like any professional Canon 60D.
The fun and light-hearted tone of the advertising is
meant to appeal to consumers’ emotional need
for optimism and positive influence in their lives.
tagline
Canon ELPH: Power in Your Pocket
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media budget
The following charts represent the media budget for just one of the cities my team and I chose for our
Canon media budget. The charts below represent New York. This simply demonstrates my ability to
use mediaframework.com to study current demographics and figures about the current market and
to use this information to budget a strong strategy. Below are the charts as presented in the original
leave behind:

NEW YORK
Television
Q1 Q2 Q3 Q4 Total

$1,711,200 $2,660,800 $1,943,400 $5,315,800 $11,631,200

Newspaper
Circulation Full Page Ads Cost

New York Times 1,039,031 12 $2,143, 584

Daily
New York Times 1,451,233 2 $400,387.68
Sunday
Total $2,543,971.68

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Billboard
Q1 Q2 Q3 Q4 Total

$84,000 $105,000 $147,000 $126,000 $462,000

TOTAL BUDGET for all cities:

Each billboard costs $7,000 each with 7 billboards in each city.

Total Cost of New York:

$14,637,171.68
Full Page
Magazines Circulation Cost Total

$47,393,812.88
Ads
Sky Mall 10,000,000 4 $42,000 $168,000

Better Homes 7,626,088 8 $289,200 $2,331,600

ESPN 1,792,359 6 $156,750 $940,500
People 454,265 6 $38,475 $230,850
National
5,475,135 6 $178,060 $1,068,360
Geographic
Photographer
75,500 6 $3,704 $22,224
Magazine

Total $4,761,534

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creative portfolio
WSR Newsletter
Client: BYU Women’s Services and Resources

Challenge: Use a medium that will best promote the services, top-
ics and interests of BYU’s Women’s Services and Resources Office.

My Position: Designer and Editor-in-Chief. As the sole designer of

this project, I work closely with fellow editors and local photogra-
phers to assemble each month’s newsletter. Other staff members
help to select and edit the stories published in each issue.

Duration of Project: Sep 2009 - present

33
newsletter design
executive summary
BYU Women’s Services and Resources wanted to
find a medium that would best express their view-
points and recommendations concerning wom-
en’s issues. I chose to promote their cause through
a well-designed monthly newsletter.
who
BYU Women’s Services & Resources is a counseling
center on campus aimed at helping women real-
ize and appreciate their full potential by promoting
women’s issues. WSR offers counseling, workshops
and nutrition consultations.
scope of project
I did not know how to use Indesign before begin-
ning this project. I took the initiative to meet with a
design professor on campus to see if she wouldn’t
mind teaching me the basic concepts of the pro-
gram.
After hours of playing in the computer labs, I
learned how to use Indesign to create a newsletter
for WSR. It is now published monthly (online) for BYU
students, staff and faculty.
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the newsletter
After all the designing was complete, we (the WSR
staff) had one last task before publication: pick-
ing a name. We wanted to name our newsletter
something inspiring. After much deliberation, our
office director chose to name the newsletter Sofia
because Sofia means peace and tranquility and
balance: all important characteristics we hope to
stimulate in each women who reads our newsletter.
so what
Not only does this project showcase my creative
potential, but it also demonstrates my ambition
and drive to solve problems. If I don’t know how
to do something, I will find a way to do it—even if
it means staying up all night in the computer lab
drawing blue boxes all over my Indesign screen.
Lucky for me, I now know how to implement cre-
ative techinques into the strategic process.
From a management perspective, this project
taught me an even greater level of interpersonal
skills when dealing with different groups (writers,
photographers, etc.) in the design process.
designer &
editor
Katie Nelson

The following
issue was our
February 2010
publication.
Women on
campus
expressed
interest in topics
of seasonal
depression,
Celiac Disease
and nutrition. So,
we delivered!

The newsletter is
sent via email to
our subscribers,
which includes
a data base
of a majority
of the female
population at
BYU.
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newsletter design

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newsletter design

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creative portfolio
community service
Client: BYU 121st Ward

Challenge: Increase attendance at community events and

activities through the use of effective print advertisements.

My Position: Publicity Chair. Design and distribute print advertise-

ments. Write copy. Manage a team of 9 students.

Duration of Project: Sep 2009 - Dec 2009

41
creative
executive summary
At BYU, clusters of neighborhood blocks grouped
into “wards.” A student ward consists of approxi-
mately 100-200 people. Last fall my current ward
needed help in advertising local events, activities
and announcements. The ward also needed a di-
rectory that had everyone’s picture and contact
information.
client
BYU 121st Ward
my position
Publicity Chair consisted of leading a group of 9
students to help in the process of first, contacting
local councils in the ward about upcoming events,
second, designing appropriate advertisements,
third, finding an economically saavy way to print
off advertisements, and lastly, distributing fliers on a
daily basis. I also sent out weekly emails to encour-
age ward members to get excited about upcom-
ing activities.
scope of project
The most challenging assignment within this project
42
was creating the directory. At the start of the proj-
ect, I did not have any pictures or contact infor-
mation. Within 12 days, I was able to collect 163
photos, names, phone numbers, majors and email
addresses for the directory.
And just to give you an idea of how driven I was to
finish this project by deadline, I threatened to use
several facebook photos of students who would
not give me the time to take their photo or give
their contact information. Thank goodness social
media makes everything so accessible!
so what
This project gave me the chance to taste the cre-
ative side of advertising. Most of the following fliers
were for ward activities. Most of my work is focused
on typography and strong imaging. All images
were selected from gettyimages.com.
While I don’t consider myself worthy to be deemed
a creative per say, you can see from my portfolio
that I do have the potential to recognize good cre-
ativity, an essential skill for aspiring account man-
agers.
Following are just a few of my favorite ads.
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creative

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creative

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