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Sean Andres
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At first, we didn’t know what to expect after all initial meeting. It was daunting, having expectations to increase EBIDA by 5% and mammogram volume by 5%. I’ve never had a number goal like put on me before so it made me nervous. Our client initially expected a lot of creativity, suggesting to think “outside the box” and to go crazy. I think we succeeded in that and even exceeded what they were expecting, based on initial, where our client said she immediately thought of other ways to implement our ideas right now. For me, it was helpful in understanding... Continue reading
Posted Aug 18, 2016 at CAPSTONE!
I've finally wrapped up storyboarding. It was hard to balance deadlines and creativity. Now I have to create customer profiles based on my own qualitative interviews and work on the presentation and paper. Fortunately, I don't have any other classes this week, so I can focus on finishing everything by Sunday in time for our presentation next Thursday. I'm excited and nervous to see reactions. Is what we've done innovative enough? I think so! We've extended advertising to new reaches for our client, and I think they're pretty great, especially with how interactive some of the ads are with the... Continue reading
Posted Aug 9, 2016 at CAPSTONE!
I got so busy with the project that I forgot to do this blog this week! We're definitely on the right track, in line with what our client is trying to do. We had a meeting on Wednesday with the web strategy department in revamping their website to be more user-friendly and to draw more traffic. They've already started some of our suggestions and are implementing others. It feels good to know that we are in alignment with their vision concerning web strategy. I have been storyboarding ads for static ads, some more creative ones and some more traditional but... Continue reading
Posted Aug 5, 2016 at CAPSTONE!
We aren't presenting for another two weeks, but I've been making ad storyboards this week and will probably continue to next week. We have strong suggestions, some of which they've already started working on, so I know we're in line with what they are thinking. However, our client is lacking in static ads, which we will be focusing on. Next week, we are going over our web content suggestions with the web manager to ensure our suggestions are in line with what they are already doing and what they might change. We have a mini presentation prepared to give her,... Continue reading
Posted Jul 28, 2016 at CAPSTONE!
Last week I spent using the book Cracking the Ad Code to come up with some great ideas for ads, both simple and creative. I'm hoping that our client will be receptive of them. With the Innovation class's ideas this Saturday, we may have a lot of great material to present. This week, I'll be working on target customer profiles, which I'll try to go in depth as possible, and we'll use those as further evidence of our ideas. I haven't done one of these yet, so I'm hoping it goes well. Everything is really starting to come together, and... Continue reading
Posted Jul 20, 2016 at CAPSTONE!
Last week, I completed my qualitative interviews and had the opportunity to overlay the qualitative insights with competitive analysis insights. We've come up with a platform for which to complete the Big Picture and communications strategy. We've established how our client is currently positioning themselves and how we can alter it to reposition themselves with success. Now we've got the data for service penetration and the potential market, so our Big Picture is starting to come together. This should be a busy and fruitful week. Though we've come up with some basics for ads, I look forward to seeing what... Continue reading
Posted Jul 11, 2016 at CAPSTONE!
I've still been transcribing my interviews, which is an arduous process, trying to get every detail right because even the tiniest stumbles can alter a meaning. The inclusion of crying or laughter are also important in identifying at what moments the "customer" feels an emotion. These emotional cues can be drivers for the potential communication. I had ideas going away from the interviews, but in transcribing them and reflecting on them I see quite a bit more potential. As the fireworks roar behind me, I reflect on our topic being depressing, yet my subjects have a positivity that I don't... Continue reading
Posted Jul 4, 2016 at CAPSTONE!
I think I've got some ideas for the campaign that could be effective in social media, which was my biggest concern. It might work; it might not. We'll have to discuss it as a team to see if it would be worthwhile to pursue and develop. We found our focus and our target. Now it's time to start forming a comprehensive strategy. I've still got a couple qualitative interviews to complete this week. Though I think we've come to an agreement on what to focus on, it doesn't hurt to complete more interviews to help make a more solid case... Continue reading
Posted Jun 27, 2016 at CAPSTONE!
I think we're starting to really get some good direction with our plan. We're still in qualitative stages, which might yield more insights. We might be able to come up with two or three solid directions for our client to go, but one seems to be really taking shape. We all agree on it, too, as an important and effective direction for our client to take. I'm excited about how we can make our strategy stand out from competitors' and target at least two segments. I think one of our biggest obstacles will be how to choose the marketing channels... Continue reading
Posted Jun 20, 2016 at CAPSTONE!
Though I've been busy with two other classes, I've been mulling over my qualitative interviews so far without having transcribed them yet. I think I've discovered a path we could go down that would be engaging for multiple segments. I'm excited to draw the idea out and share with the team to think about how we can effectively advertise this message with innovative consumer engagements. What mediums channels of communications can we com up with appropriate for the message, and what messages are appropriate for the channels of communications? This week, I'll be transcribing (complete with emotional cues) and conducting... Continue reading
Posted Jun 13, 2016 at CAPSTONE!
This past week has been a busy one. I toured Margaret Mary Health's oncology center with a focus on their breast cancer treatment. It was illuminating to see how an oncology center operates, from its diagnosis stages to its treatment stages. I wrote about my experience and an analysis in an effort to mull on my thoughts to get out any insights I might have had. In addition to some insights, I got the idea to try to lure rural area residents into the city, specifically our client, for their treatments after diagnosis, because the rural areas don't have access... Continue reading
Posted Jun 6, 2016 at CAPSTONE!
Christ Hospital is looking to be known as "the breast cancer hospital" in the greater tri-state area, in addition to its sterling reputation as "the heart hospital." Our job as consultants is to come up with a comprehensive marketing plan for this business objective. It turns out, they have been performing their own marketing research and soft marketing launches. Christ is restructuring their customer experience to be more competitive (I'm being purposefully vague since this can be publicly seen). They've already got highly individualized patient plans and cutting edge treatments; now they just need that initial edge to draw in... Continue reading
Posted May 30, 2016 at CAPSTONE!
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May 23, 2016