UC Berkeley S Haas Sponsored Creative Strategy and Competitive Marketing Team

UC Berkeley’s Haas Sponsored Creative Strategy and Competitive Marketing Team

Application for Membership, 2017-2018

Name: Phone: E-mail:

Year: Major(s)/Minor:

Current Coursework: Past Relevant Coursework:

How did you hear about imagiCal?

Department Descriptions:

Please rank the following departments in the order of your personal preference from 1 (highest) to 4 (lowest). We will keep these preferences in mind when reviewing your applications. However, as we get to know you throughout the interview process, we may move you to a department that is a better fit.

Strategy (S): Gathers and analyzes the primary and secondary market research that is used to determine the campaign’s target market. This department is in charge of creating a single, unified theme and strategy that is applied to all aspects of the marketing campaign.

Media Planning (M): Develops a multi-million dollar purchasing plan by evaluating and researching the profitability of different media vehicles (i.e. TV, internet, social, etc.). This department creates the most effective strategy of placing ads through competitive benchmarking, consumer trend evaluations, and quantitative market analysis.

Public Relations and Promotions (R): Designs a cohesive public relations initiative that complements and extends the creative campaign by developing community programs, identifying strategic partnerships, and generating campaign awareness through organic media value.

Creative (C):Crafts, communicates, and guides execution of the campaign’s main idea. Tackles the challenge of articulating the brand or product’s unique value propositions in a way that is relevant, meaningful, and memorable to the consumer.

Production (P): Is responsible for the technical production and execution of all creative campaign elements including digital assets, website development, campaign mockups, layout, etc., as well as the final plans book. Please provide at most five (5) samples of your work attached as .jpg or .pdf files or send us a URL to your portfolio if you intend to apply for this department.

Short Answer Questions:

Please limit answers to all questions to a total of one and half pages, typed, single-spaced, in 11-point font.

1.Why are you interested in imagiCal?

2.Discuss a past experience that shows your interest in and qualifications for the department of your choice. Why does it make you a good fit? Make sure to explain the situation and your role within it concisely.

3.In the market for fresh and frozen pineapples, Piña Fruits has enjoyed a dominant market share, due to limited competition from other companies and their majority ownership of pineapple farms. Recently, internal analysis has reported that while there are more consumers within the age bracket of 41 – 50, the age bracket of 19 – 30 have a higher propensity to buy more pineapples per consumer, thereby bringing the company more revenue. Assume these are the only two consumer segments.

You are Piña Fruits’ Chief Marketing Officer, and you are tasked by the CEO to create a digital marketing strategy increase the number of purchasing consumers within the 19 – 30 age bracket. Briefly explain your campaign below and how it will meet this objective. (Note: Assume the product must be sold as is, you cannot change the product in any way)

4. imagiCal requires a significant time commitment. In addition to department meetings, our weekly meetings take place Mondays from 8-10 PM. Please discuss your weekly availability in terms of your course load and extracurricular commitments for the coming year.

IMPORTANT:

Applications are due on Friday, September 8th by 7pm. Please email the following to in one PDF document.

i. Completed Application

ii. Current Résumé

Please use the below email header format when you email your application to :

Last Name (underscore) First Name (hyphen) Letters of Departments, ranked highest to lowest.

EXAMPLE: Doe_John – C_R_S_P

Contact or any more questions.