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Art Basel / Miami
7-up
Jack Daniel's
Tampax-Pearl
Christian Louboutin
Sir Francis Drake Hotel

I Am Driven, Colorful, Organized, Curious, And A Problem Solver.

Hello,
My name is Maria Zelaya. I have an immense thirst for knowledge that is never ending and an extreme desire to always make the sale. I commit to always finding the best possible solution to the problem. I strive to do things that capture your attention. Like Walt Disney "I believe in being an innovator ". Research prepares me to develop the most effective strategy to target the consumer in the most effective manner. I am a constant student of human behavior, and how to capture the consumer's attention in an effective, innovative way. Please take a look around and get acquainted with my work. If you have any questions please feel free to contact me.

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Art Basel
Marketing Objective:
Raise awareness for Art Basel Miami, a free three day art festival. By incorporating previous Art Basel artists work in the campaign. A collaboration sweepstakes with Southwest offering a chance to win a 4 day trip to Art Basel Miami. The primary target market is college students aged 18-27. Secondary target markets are males/females aged 27-35.

Strategy:
I wanted to invoke the inner artist of college students by raising awareness of one of the largest modern art festivals held in beautiful Miami. Raising awareness to Miami's Design District and Expanding Art Basel Miami to larger demographic by running print campaign in major metropolitan publication. A heavy web presence to drive traffic to Art Basel Miami website for more information.

Single Minded Propositions:
I am enjoying amazing art in beautiful sunny Miami Beach.

7-up
Marketing Objective:
To raise awareness of 7UP with a new younger 7UP consumer as well as current audience. Develop an interactive campaign by having consumers answer what the 7 in 7UP stands for.The primary target market are male/female students aged 14-24. Secondary target market is current 7UP consumers.

Strategy:
I always wondered what the 7 stood for in 7UP. As I researched into the brand, the question has never been asked. To raise brand awareness, I wanted to increase brand participation by asking consumers what their theories behind the 7 in 7UP. As an incentive for participation the top answers will win 7UP prizes.

Single Minded Propositions:
7UP is a delicious refreshing drink.

Jack Daniel's
Concept:
A nationwide campaign to convert women into Jack Daniel's Drinkers. Jack Daniel's is traditionally a gentleman's drink, but the campaign will play off the idea that Jack Daniel's can become a woman drink. To capture attention the campaign will associate a women's fantasy man to a signature Jack Daniel's mixed drink. The primary target is women ages 21-32. Potential Female Jack Daniel's consumers and current female Jack Daniel's aficionados.

Strategy:
While working on a group project we surveyed women as to why they do not drink Jack Daniel's. The frequent answer was they didn't know a tasty drink that included Jack Daniel's besides a Jack and Coke. This led me to the idea that in order to open the Jack Daniel's market to women, they would have to be informed of the various delicious mixed Jack Daniel's drinks. While informing them I wanted to mix brand interaction with a naughty girls night out conversation. I wanted women to have fun with the Jack Daniel's brand fantasy men as if they were talking to their girlfriend about a hot guy.

Single Minded Perception:
I am enjoying delicious mixed Jack Daniel's drinks.

Tampax-Pearl
Concept:
A nationwide cause campaign collaborating with the Cervical Cancer Foundation to raise awareness to the prevention of Cervical Cancer with the HPV vaccination. Tampax will donate the cost of two HPV vaccinations to the Cervical Cancer Foundation for every purchase of Tampax-Pearl. The primary target is mothers with daughters aged 13-24. The secondary market is women aged 25-45.

Strategy:
Research shows that women typically use the same brand of tampons for life. Therefore I wanted to target mothers with daughters allowing mothers to pass their brand loyalty to their daughters, while raising awareness to HPV vaccination.

Single Minded Perception:
I am making a difference in my "daughter's" life and other girls' lives with my favorite brand of tampons.

Christian Louboutin
Concept:
Raise awareness of the Christian Louboutin brand by incorporating a visual theme with images from the iconic movie The Wizard of Oz and featuring shoes from Christian Louboutin line, as well as his remake of the classic ruby slipper. The primary market is women aged 24-32. The secondary market is women 32-45.

Strategy:
Appealing to a childhood memory of the iconic ruby slipper every little girl wanted to wear and the desire to wear high heels with the Christian Louboutin brand. I wanted the Christian Louboutin brand to stand apart by using the Wizard of Oz imagery.

Single Minded Perception:
I look amazing in these Christian Louboutin just like my mother did in heels.

The Sir Francis Drake Hotel
Concept:
To illustrate the illustrious history and modern appeal of the Sir Francis Drake Hotel in a fun, unique way. Males/ females aged 25-65 local, tourist, and business travelers.

Strategy:
Drawing from the 1920's appeal of the Sir Francis Drake Hotel with current modern boutique hotel attraction of staying at the heart of San Francisco. I wanted to create a memorable campaign that would stand apart from other hotels with the mixture of the 1920's and today.

Single Minded Perception:
An amazing hotel with vast history and modern luxury in the heart of San Francisco.