Megan Kleck

  • Tigard US-OR
Megan Kleck



FROM: Amelia Rogers, Account Director

TO: Dave Burns, Creative Director

RE: Agency to Client Conduct

I have received an irritated phone call from our client, Muffler World. They called me to say that you have called them three times today and if you call again they will not answer.

The client does not want calls from multiple agency employees. They only want to have one agency contact because it is more professional and so there is no confusion, stress and miscommunication.

I want to reiterate to you that as Account Director, I am the only one who should be contacting the client. If yo have questions for the client, you need to come to me and I will pass them on.

Please come to my office as soon as possible so we can discuss this issue further.



FROM: Megan Kleck, TO: staff RE: Agency Changes

With the increase of accounts, the agency will be undergoing some changes in order for work to be more manageable and efficient.

  1. Everyone will work in specific fields such as media, creative, etc. Every field will be able to work on all accounts. 
    1. You all might be a little skeptic over this decision; however, psychology has proven that people work harder working alone rather than in groups because individuals lean on their group mates and just assume others will do the job. 
  2. The agency will be investing in more computers and will soon be moving to a larger location.
  3. The agency will be hiring more individuals to help with the excessive amount of work with the increase of accounts.
    1. This should help reduce the average 14 hour workday that you all are performing now.
  4. Some believe that adding GE as an account would take away the agencies freedom of being an agency that works with a multitude of companies. I want to address to everyone that this will not happen. If we land this account, it will open doors for the agency to work on larger companies. Therefore, GE will not be the biggest account for long.

These changes will allow our agency to add larger accounts and make work smoother and more efficient. 



FROM: Megan Kleck, TO: Arnold Communication’s advertising staff RE: New requirements for Brand Essence videos.

The Hartford account has raised a concern over the use of the Brand Essence process. The process has been successful up until this account; however, I have been reviewing the account and want to pass forward some points to keep in mind when creating the Brand Essence videos.

  1. Do not use music that we cannot use later in the campaign. This will eliminate the temptation for our clients to use a song that we do not have rights to. 
  2. Choose generic images that will be easy to replicate if need be. That means no clips from movies or other commercials.
  3. At the beginning of every video, specify that the images are not a preview of the campaign but are tools to capture the essence of the target audience. 
  4. Make clear that the slogans and taglines within the video are original and can be used later in the campaign. A suggestion is to split the video into segments.
      1. Where the brand is now
      2. Images replicating the brand’s target audience 
      3. Where the brand could be
      4. Suggested slogans and taglines

These points will help to eliminate any confusion between our client and ourselves.



Client: Burberry Prepared by: Megan Kleck,

Key Fact

Burberry’s target audience has evolved in the sense that they not only shop at luxury stores.

What consumer problem must the advertising solve? The advertising must show consumers that Burberry products are not just a fashion luxury but are functional and necessary essentials. Consumers have become more financially conscious; therefore, the advertising needs to reflect the overall need for the product. 

What is the objective of the advertising? The advertising objective is to show consumers that Burberry’s products are luxurious and yet, still affordable.

What are the most important benefit, promise, and/or offer? Burberry is an accessible luxury. It looks luxurious but is still functional. What facts support this benefit, promise, and/or offer? The brand image and popular check design has created the persona that places Burberry equivalent to luxurious brands such as, Coach and Gucci. The products are very functional. For instance, the famous Burberry trench coat is fashionable and yet is warm and durable. 

Who are we talking to? Burberry’s audience is both men and women from age groups 18-35 years and 50-60 years old. They come from high and middle class income brackets. In the men’s department specifically the target audience is 25 year old males who have just graduated from college and want to look good at their new job and 60 year old investment bankers who want to look clean cut and professional. They like to look good, but stress functionality as well. They have recently become more financially conscious and find themselves looking for discounts and great deals to save more money. However if they fall in love with a product, they will buy the product and make sure to cut back on their spending somewhere else. 

Who or what are we competing with? Burberry’s competitors are Polo Ralph Lauren, Giorgio Armani, Coach and Gucci. Since their target audience is now more focused on money and for savings, Burberry has included department stores such as target to their competitors.

What should the tone of the advertising be? Lively, sophisticated, successful, valuable



May 25, 2010


The Fashion Channel (TFC)

Prepared by:

Megan Kleck,

Key Fact

The Fashion Channel needs to increase consumer awareness among the younger generation.

What consumer problem must the advertising solve?

The new generation is not familiar with The Fashion Channel’s network than others that grew up with it being the only fashion network; therefore, TFC has fallen behind competitor networks in consumer satisfaction. 

What is the objective of the advertising?

The objective of the advertising is to increase TFC’s consumer awareness in viewers between the ages of 18-35. When our consumers think about fashion, we want TFC to be the first network that comes to their minds.

What are the most important benefit, promise, and/or offer?

The Fashion Channel gives consumers the most updated information 24 hours a day, 7 days a week, which is different than its competitors who only run fashion segments at certain times.

What facts support this benefit, promise, and/or offer?

The target audience has a busy lifestyle so having the flexibility to watch a fashion network around their schedule makes it easier for them. Based off our new target market, we could have CPM increases from 25% to 75%; therefore, advertisers are willing to pay a premium CPM to reach certain groups.

Who are we talking to?

The target audience is female viewers between the ages of 18-35. She has a busy lifestyle because she has to juggle school and work. She enjoys shopping for clothes for special events and always wants to wear the latest styles. She finds watching fashion programs on TV to be entertaining and likes to incorporate the fashion styles on the program into her wardrobe. She believes she is more interested in fashion than most people.

Who or what are we competing with?

Our competitors are networks CNN and Lifetime. CNN has fashion segments Monday-Friday, 8-9pm and Saturday-Sunday, 10-11pm. Lifetime’s fashion segment is Monday-Friday, 9-11pm.

What should the tone of the advertising be?

Funny, entertaining, informational



May 25, 2010



Prepared by:

Megan Kleck,

Key Fact

Time Warner, Inc and CBS networks have combined into a single network.

What consumer problem must the advertising solve?

Even though 48% awareness was predicted for the new name CW, not many people know who the CW is and what the network provides. Consumers understand the two separate networks but need to understand how the two can combine and become a completely new network. 

What is the objective of the advertising?

The advertising objective is to distinguish the CW from other networks and establish itself from two networks to one.  When our target audience is looking for a TV station to watch we want them to go to the CW network first because our shows relate to them the most.

What are the most important benefit, promise, and/or offer?

The CW has a specific target audience, which allows the network to only play shows that interest the target audience; such as TV show dramas. The specific target market will also benefit advertising revenue because advertisers who want to target 18-34 year old females will pay more to have it on this specific network.

What facts support this benefit, promise, and/or offer?

CBS and the WB both have strong fan bases in the 18-34 year age bracket range and combining the two will create an even larger fan base because the CW will have popular shows from both networks on one channel, which is convenient for the viewers, The CW will play “content wraps,” which are 2-minute short story segments with advertisers products inside them, instead of the normal 30 second ads. 

Who are we talking to?

Women ranging from 18 to 34 years old is the target audience. She tends to seek drama and the more drama in an episode the more inclined that are to continue watching the show. She has her favorite TV shows and knows exactly what time and channel it is on. She will work around her schedule in order to avoid missing a new episode from her favorite shows. She is a multi-tasker who juggles work, school and a family. She uses TV as a way to escape from the stress of her daily life and makes room for TV everyday in order to relax.

Who or what are we competing with?

The CW’s competition is ABC (owned by Disney), NBC (owned by General Electric) and FOX (owned by News Corp.) networks.

What should the tone of the advertising be?

Humorous, exciting, suspenseful



Client: Friendster Prepared by: Megan Kleck,

Key Fact

Friendster is losing their viewer loyalty to Facebook and MySpace in the United States.

What consumer problem must the advertising solve? Nobody likes the feeling of being completely and utterly alone. As humans, we are social creatures and those social connections in turn aid in our survival. Consumers are struggling to keep those connections with other people and find themselves sitting at home, all alone on a Friday and Saturday night with nothing to do. What is the objective of the advertising? The advertising objective is to distinguish Friendster away from Facebook and MySpace in order to increase more user loyalty and memberships and in turn help consumers in their quest for social connections.

What are the most important benefit, promise, and/or offer?. Friendster would have blogging and chat like Facebook and MySpace; however, it would include group chat as well. The main attraction to Friendster is the use of the social networking calendar. Consumers will never be left at home bored because they will always be connected and informed of all social activities going on and conveniently located on one calendar.

What facts support this benefit, promise, and/or offer? The social networking calendar will automatically upload all events posted from the consumer’s friend network. Consumers can have more of a social lifestyle because of the access to events, shows and dates all on one calendar.  

Who are we talking to? Both men and women ranging from 20 to 35 years old is the target audience. S/he is bored with her/his daily routine. S/he is curious of trying new things, a people person and loves to socialize. S/he is very laid-back, yet drawn towards hip and upbeat situations. S/he is very technically perceptive and tends to attract towards applications that make his/her life simpler. 

 Who or what are we competing with? Facebook and MySpace are the main competitors; however, they are competing with all companies that offer blogging, dating and invitation management.

What should the tone of the advertising be? Creative, unique, dynamic


PACKARD TIRE COMPANY9876 NE Smith Lane Omaha, Neb Phone: 1-800-445-9000 Fax: 213-432-7400 


FOR IMMEDIATE RELEASE Contact: Megan Kleck Email: Phone line: (541) 123-4567 Friday Discussion 10a.m.

Packard Tire Company Issues A Recall On All Sure Foot XL And Road Hugger XT Tires. 

OMAHA, NEB February 26, 2010 - There have been 27 reported cases of thread separation on both Sure Foot XL and Road Hugger XT tires in the states of California, Arizona and New Mexico.

The Packard Tire Company has never issued a product recall since it formed in 1925. Packard urges consumers to immediately cease all interstate highway driving on these tires and return the product to the originating store of purchase. All tires will be replaced regardless of age and size. If the owner cannot get to the originating store, he or she should call the toll-free number for information on another dealer. 1-800-778-9000. 

In two of the reported thread separation cases, three deaths were caused from vehicle rollovers. 

 “We are deeply saddened by reports of these tragic events. We pledge to discover any role that our company had in these deaths. There is nothing more important to us than the safety of our customers.” –Donna Hendricks

Note – at this time, there is no official confirmation of cause. However, to insure their consumers’ safety, Packard has assigned a team of five engineers to test the tires and try to replicate the thread separation.

The National Highway Traffic Safety Administration (NHTSA) believe that heat could be a factor in the thread separation since they happened within states with high temperatures. They are working closely with Packard engineers to uncover the cause.

In addition to free replacement of the specified tires, Packard is urging customers to call the toll-free number 1-800-445-9000 for any updated information. A TTY number is also available for the hearing-impaired: 1-800-679-3000.  

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HOP SCOTCH FILM COMPANY1213 NE Smith Lane Hollywood, CA Phone: 1-800-362-FILM (3456) Fax: (310) 234-9856


FOR IMMEDIATE RELEASE Attention: Tim Gray Contact: Megan Kleck, Executive Producer Email: Phone line: (541) 123-4567 Friday Discussion 10a.m

HOLLYWOOD, March 12, 2010 - Hop Scotch Film Company will produce a documentary film about the controversial debate over recess. The shooting will begin on March 15 and the film will premiere at L.A.'s Village and Bruin theaterson June 5.

Hyperfocal Venture Capital is funding the documentary and Hop Scotch Film Company will be one of the documentaries producers.

Susan Sarandon will be the main reporter of the documentary with featured interviews from Joe Frost, Stewart Trost and Carol Snead. 

“Recess: Important or a Waste of Time,” focuses on two 4th grade classrooms, one with recess and one without, in an effort to determine whether recess should be eliminated. The film focuses on Jefferson Elementary School in Tacoma, WA and Rock Creek Elementary School in Beaverton, OR. Multiple interviews introduce both sides of the debate; however, the effects of the students from each school will make up the result. 

“In 2008, 20 percent of school districts in the United States has reduced or eliminated recess. Since 2008, the numbers have begun to rise. Many would agree that the majority of their childhood memories were on the playground in elementary school. Those memories are not available for children today,” Said Megan Kleck, Executive Producer. “The multitude of positive and negative effects of recess on elementary students is unbelievable, which makes the elimination of recess such a controversial debate. This documentary hopes to enlighten everyone about the facts, in hopes that the right solution for our children can be found.” 

# # #

CAMPAIGN: The Green Store

Campaign Objectives: To gain awareness of The Green Store to University of Oregon students.

  1. The Green Store
    1. Product: Solar energy equiptment, wind generators, and other environmentally friendly goods. Including: flooring, wall treatments (American Clay), lighting, cleaning supplies and clothing.
    2. Price: Ranges $4.00 and up
    3. Place: Eugene (City known for eco-friendly lifestyles) located near University of Oregon. Their target market is consumers striving to consume only environmentally friendly products.
    4. Promotion: They Use public relations and recently had an article in the Eugene Oregon Registered-Guard newspaper.


  1. Down to Earth
    1. Product: House ware products made from durable and recyclable or biodegradable materials such as, glass, cast iron, wood, and stainless steel. They have their own organic fertilizer as well.
    2. Price: Products range from $1.00 - $70.00
    3. Place: Eugene near University of Oregon campus. Their target market is consumers striving to consume only environmentally friendly products.
    4. Promotion: Uses sales promotions (new sales and discounts every month).
  1. Sundance Natural Foods
    1. Product: Certified organic, local, and wild-crafted produce. Kitchen and deli, located inside, provide all vegetarian, mostly vegan, and features many raw food entrees.
    2. Price: Ranges from $1.00 and up
    3. Place: Has only one location in the Eugene area since 1971. Their target market is primarily to vegetarians and vegans.
    4. Promotion: Direct emailing with special promotions.
  1. New Frontier Market
    1. Product: Organic coffee and tea, fresh organic produce, and a wide selection of cheeses and bulk herbs/spices.
    2. Price: Ranges from $1.00 to $5.00/lb
    3. Place: Located in Eugene and is targeting consumers who strive to consume only organic produce.
    4. Promotion: Special promotions (coupons).

Online Discussions

  1. The Green Store
    1. The Green Store is not on or on When I typed it into it only directed me to the company’s website.
  1. Down to Earth
    1. The four comments on were complimentary of the store and all believed that the prices were outstandingly cheap for the products they produced. They all love how environmentally friendly all of the house ware and garden products were.
  1. Sundance Natural Foods
    1. I could not find this store on or either. When looked on, it led me to their website. The company is only located in Eugene and small, which might be why I could not find any articles or comments on it.
  1. New Frontier Market
    1. I could not find this store on or On it only referenced me to the company’s webpage. The companies webpage was not finished and gave me minimal information.

The Green Stores Competitive Advantage

    The Green Store allows solar energy installations and has a larger variety of products than their competitors. Since the Green Store has a range of products, they have more opportunity to supply to a vast variety of consumers.

Target Market: University of Oregon students

Meet Melissa:

    Melissa Elbert is a 21-year-old college student at the University of Oregon (UO). She is going to school full time and working part-time at Macy’s, located at the Valley River Center mall. She makes $9.00 an hour with a maximum of 15 hours per week. Although, her hours were recently cut because of the excessive amount of employees her employer decided to hire last week. She is struggling with time management because she is juggling schoolwork and her work schedule. Both her parents never graduated college and are not able to help her pay for school. She has driven herself into debt with student loans and is living off Macaroni and Cheese.

    In her spare time, Melissa likes to hang out with friends by seeing a movie or going out to dinner. She enjoys biking, snowboarding, and singing. Melissa likes to go out to the bars on the weekends with her girlfriends and relax from the long week of school and work. She makes a point to hang out with her little brother Joe, a 19-year-old freshman at the UO, as much as possible. They both will go to the mall and out to eat. Joe works at McDonald’s and makes minimum wage with only five hours per week. He is taking a heavy school load. He is on his way to digging himself into debt with school loans. Since Melissa and Joe are both in mass amount of debt, they both have to be very conscious about the purchases they make. Money plays a large part in their purchasing power.

    After school Melissa goes straight to work. She gets into her car and turns the radio on, primarily to 104.7 KDUX. When she comes home all she wants to do is relax. She will turn on the television and watch the Office, Glee, So you think you can dance, or pretty much anything on E!, ABC, HGTV, TLC, or NBC. She will not listen to commercials because her day os so crammed that she wants to utilize every minute she gets, so she switches from show to show. She has forced herself to watch one or two shows because it is already getting late and she has a pile of homework needed to be completed tonight. Melissa never reads the newspaper unless assigned to do so in one of her classes. She has never heard of the Green Store and buys products based off their price not their benefits.

    Melissa lives in an apartment 15 minutes from school and 30 minutes from work. She lives with four other roommates and pays $500 a month for rent. The only time she will listen to the radio is during her commute to school or work and the occasional drive to the grocery store. Mainly Melissa listens to music on her iPod. Melissa is constantly under mass amount of stress and pressure and cannot add anything to her daily routine. She has to go to work in order to pay for school, rent, and groceries but cannot skip school because she needs to get an education to get somewhere in life. She is a role model to her brother and does not want to set a bad example for him. She is constantly working on time management and looks forward to the little relaxation time she can fit in.

Target Audience Rationale:

  1. Magazine
    1. Lots of college students read magazines when they are bored, or just waiting in line at the grocery store.
  1. Internet
    1. College Students are constantly online. Whether they are doing homework or just messaging around on Facebook and Myspace.
  1. Billboards
    1. Lots of college students (Ages 18-22) would admit to driving a car multiple times in one day.
  1. Television
    1. It is not the bet medium to target college students because most do not watch more than 10 hours of television a week. Although, there are a select few college students who would admit to watching 3 to 4 hours of television a day. Even though only a limited amount of students watch extensive amount of TV, it is still worth it to advertise on this medium.

50 Headlines for Print Execution:

  1. Save the Planet
  2. UO Go Green
  3. Safer Products
  4. Re-Build the Planet
  5. Time for Change
  6. Buy Smarter, Not Cheaper
  7. Buy Dorm Products that Last
  8. Smarter choices
  9. Think Green
  10. Live better, breathe easier
  11. Save money, Use solar energy
  12. Live Green
  13. Keep it simple, Stay local
  14. Be friendly, Be Eco-friendly
  15. Green stays Green
  16. Buy Green
  17. GREEN and yellow
  18. Live by the green motto
  19. Earth says be green
  20. Planet thanks you
  21. Eat for your future
  22. Think planet first
  23. Get Green
  24. Go Green and Save the planet
  25. College kids eat green
  26. Prevent Freshman Fifteen
  27. Green Rules
  28. Live for the future
  29. Buy Smart. Buy Green
  30. Go Green or Go Home
  31. Go Green or Die
  32. Save the world one product at a time
  33. Recycle, it’s what the cool kids do
  34. Good grades come from good products
  35. Green for life
  36. Pollution causes wrinkles 
  37. Green, its more than just a color
  38. Save the ducks, recycle
  39. Dare to be different. Buy eco-friendly
  40. Buy Green. Its the new thing
  41. Live longer. Buy eco-friendly products
  42. Be Green and Be Smart
  43. Earth deserves RESPECT
  44. Clean environment leads to healthy living
  45. Invest in your future with solar energy
  46. Don’t put toxin in your life. Natural is better
  47. Captain planet says save the planet
  48. Choices today affect outcomes tomorrow
  49. Eco-friendly create a better tomorrow
  50. Yell O, Be Green

Radio: 60 seconds

Client: The Green Store

Title: Pollution causes Wrinkles


NARRATOR: Did you know that pollution causes wrinkles? Every day people suffer from wrinkled skin because they don’t drink enough water. But what you don’t know is that the impurities in the small amount of water you drink can be causing wrinkles too.


NARRATOR: Don’t worry, we can help you with one of our many different kinds of green water purifiers and keep those wrinkles away. But what about the air? Ever wonder what you are inhaling when you breathe in?

STUDENT: What do you mean? I thought I was breathing air. I live in Eugene!

NARRATOR: Millions of chemicals and bacteria enter your lungs every time you breathe because of the pollution in the air. At the Green Store, we have a wide range of air purifiers that can help you take control of what is entering your body.


STUDENT: Well, all of that is great but my phone is dying. I bet you don’t have anything to help me with that right now.

NARRATOR: Actually we do! With our bike and backpacks with amorphic solar panels sewn right in, you can keep your cell phone or evel iPod charged using the light from the Sun. That way you can always stay in touch with your friends and family or listen to your favorite songs while on the run and feel good about it.

STUDENT: No way, that is awesome! I’m sure this all will cost me a fortune though.

NARRATOR: Nope, it is all affordable and you end up saving down the road with renewable energy. It’s a win-win because you keep more money to spend on those pesky textbooks and your products help reduce your carbon footprint. Its all better in the long run.


NARRATOR: Come learn about our green water and air purifiers and our solar energized backpacks that will not only help you live healthier, but will help the planey live healthier too.

ANNCR: To learn more about how you can live green, visit us at Fifth and Olive Street in Eugene, Oregon. Or search for the Green Store on Facebook.

Internet Idea:

    For the internet, I will create a Facebook and twitter account. It will be up to the client whether they want t be responsible for updating the pages or if they would like me (The advertising agency) to work on retainer. On all my ads, I will direct the viewer to find the Green Store on Facebook and Twitter. This works with my strategy because Facebook and Twitter are media outlets that the majority of UO students use on a regular basis. The messages that will be posted will be fun and interesting facts on ways the products of the Green Store can solve consumer problems. It will also include coupons and sales going on in the store. I would start a blog that the client would take over. 

Interesting Fact

I have been dancing since I was 2 years old. Been trained in Ballet, Tap, Jazz, Lyrical, Contemporary, Modern, Hip Hop and African dance.

I have earned a Dance Minor Degree at the University of Oregon with emphasis in Modern Dance. 

MEDIA PLAN: Papa John's

Papa John’s Pizza 2010-2011: Media Plan

By: Greg Loper, Megan Kleck, Hyun Hak Chung

Executive Summary


The three Papa John’s locations in the Eugene/Springfield area all owned and franchised by Tim Mitchell of Eagle Eye Pizza. The first Papa John’s store opened in Eugene in May 1999. The company currently has a contract with the NFL and runs National TV advertising 20 to 22 weeks out of the year. Competition for Papa John’s is Pegasus Pizza, Pizza Hut, Track Town Pizza, Dominos Pizza and on-campus pizza alternatives. The pizza market has been more competitive because of pricing. Papa John’s has had a problem with separating its local and national identities, as well as, differentiating itself from other “Papa” pizza companies.


Papa John’s Media Plan objective it to have two separate media plans which target two different audiences: 18-25 year male and mothers, in order to create more awareness among the local Papa John’s locations in the Eugene/Springfield area. Advertising locally allows Papa Johns to target a small niche rather than a large population. This allows us to focus more money on a small number of people and in turn can create a higher awareness among that selected market.


The Primary Audience

The primary audience for Papa John’s is mothers because they have a big influence over family food consumption. Most people can recall in their childhood complaining to their dad about how they were hungry and many times their father would redirect them to their mother. Mothers are the decision makers of the households and with so, have a large power when it comes to family consumption. 

“Households with children are among the heaviest users of pizza and pizza products. Experian Simmons NCS data show that 81% of U.S. households with one or more children use pizza products (frozen, pizza crust….)” –Mintel 01/01/2010.

Many people have the memory of events with friends or birthday parties where pizza was the meal of choice. Every mom wants to be appreciated and considered the “Cool Mom.” Pizza is a win-win for both kids and moms. Moms get the bonus point for making the kids happy and she does not have to worry about making food that all of the children will eat. 

“Families with children are a key demographic; taking extra steps to make them especially welcome is an essential element to success. Dads may be assuming a more active role in family mealtime procurement” –Mintel 10/01/2009

While dads tend to choose the notion of “eating out,” the mother then chooses where the family will go. Mothers are multi-tasters whose day never really ends. Once work is over, they begin their second job at home with her children. Delivery pizza gives mothers the option to order in and relax after a long day.

The Secondary Audience

Papa John’s secondary audience includes males ages 18-25 because a large proportion of the Eugene population is college students. Males are more likely to purchase delivery food because of the ease in the process of ordering a pizza rather than cooking dinner. Advertising pizza in conjunction with sports helps attract consumers during specific seasons, most notably during Oregon Football games and during Portland Trailblazers basketball games.  Pizza and beer go together with many men, but men ages 18-25 put a much larger importance of the combination of the two.  

The reason that Papa John’s should focus their targets on male students rather than female students is because of the difference of the frequency of ordering pizza. According to the Mintel’s statistic, it indicates that usually males order pizza to eat at least 2-3 times per week while females usually order 1-2 times per month. Therefore, according to this fact, it will be much better for Papa John’s Pizza to set UO’s male students as the main target audience instead of female students. To make this marketing plan more effective, the Papa John’s Pizza will focus its target to 18-25 males because of the age ranges of males that attend UO. In addition, because these target audience groups tend to show many interests on UO’s football games and other sporting events, focusing on these aged male students will be an effective promotional strategy. 

Geographical Market:

The geographical market that we are targeting is the Eugene/Springfield area in general with a focus on the University of Oregon Campus area as well as surrounding neighborhoods.


Our total annual media budget is $125,000, which will be divided accordingly between the different forms of media. We plan on using less than the allotted amount for running changes during the year and will create alternatives plans in case the budget is increased or decreased.

Marketing Environment

The Industry:

Pizza restaurants are the most popular consumer choice despite competition from homemade and frozen pizzas.  Price, convenience, and variety are the three most important factors that consumers take into account when choosing a pizza restaurant.  Research shows that women place a higher importance on price than men and consumers under ages 25 say that aspects relating to delivery are more important.  Families with children are more influenced by menu variety because of the eating habits of children. 

The pizza industry in Eugene focuses mainly on younger patrons and families and those groups are more likely to purchase non-pizza items off the menu than other groups.  Participants in research showed that they are interested in innovation from the pizza companies.  Almost half of the respondents were interested in specialty crusts and flavors to complement the different forms of pizza offered. Thirty percent said they would like to see more variety in the menu.  Consumers are more interested in the creation of different appetizers to complement the traditional bread sticks but are less interested in the innovation of non-pizza entrees such as pasta and chicken dishes.


Delivery restaurant location is less important to the consumer as long as their address is within the delivery range for their restaurant of choice.  Papa John’s delivers to 85% of addresses within the Eugene/ Springfield area.  Many of the other local pizza chains deliver to the majority of addresses and according to research; consumers do not exhibit exclusivity when choosing a pizza restaurant.  The pizza industry is extremely competitive because of the increased delivery ranges, which is why location has become less important in recent years.  Location is mainly a factor for consumers when they are choosing alternatives such as homemade and frozen pizza from a grocery store.  Some consumers would rather shop for their own product or frozen pizza rather than call a restaurant and order delivery.  In this case, convenience and location go hand in hand because of the variety of choices and alternatives available that are not from delivery restaurant chains.


Pizza Hut

Pizza Hut owns and franchises 7,600 restaurants nationwide and more than 4,000 restaurants in other countries.  Pizza Hut was ranked the highest pizza restaurant according to Mintel’s custom data.  They consider themselves “America’s Favorite Pizza” and the data proves their claim.  Pizza Hut has recently revamped its website in order to create a better experience for customers and to make its menu less confusing, which was a major concern from consumer.  Not only was Pizza Hut a consumer favorite, but also they were the market leader for 2009 with $5 billion in sales.  The company decreased its advertising spending by 17.5% from 2008-2009 but is still the industry leader in that category.  

Domino’s Pizza

Domino's Pizza is the second-largest pizza chain in the United States.  Domino’s owns and franchises roughly 9,000 restaurants in 60 international markets and exists in all 50 U.S. states.  The company posted the second highest sales figure in the pizza industry of $3 billion according to Mintel research.  The company’s ad spend in 2009 grew significantly over 2008 spending, representing the company’s strategic effort in re-launching its core pizza product featuring an attention-grabbing transparent campaign acknowledging its faults.  Domino’s has experienced a positive reception after completely revamping its recipe.  

Pegasus Pizza

Pegasus Pizza was voted best pizza in Eugene by the University of Oregon students through the Oregon Daily Emerald voting in 2010.  Pegasus offers a hand tossed artisan pizza that attracts college students and families from the surrounding neighborhoods as well as visitors.  They are well known in the Eugene/Springfield area and frequently have out of town visitors dining because of the hype and prominence around the University of Oregon Campus.  Pegasus offers different services such as takeout, delivery, outdoor seating, reservations, parties, and a bar.  Fathom’s Bar is located directly below the restaurant and the two work together to provide customers the best experience possible.  Pegasus also has a location in Oakway Center that helps increase the amount of customers that eat their pizza.  For those people that live across the Willamette River, the Oakway location is more accessible.  While the cost for a meal will be slightly more expensive than a traditional delivery alternative, customers are willing to pay the cost because of the quality and atmosphere that Pegasus has to offer.

Track Town Pizza 

Track Town Pizza is a well-known local pizza brand among UO students because it has a history with UO over 30 years. Every pizza that is made from Track Town Pizza is made with handmade sauce, fresh daily produced dough, and local-grown ingredients. The store is located near campus; so many UO students order their pizzas from here or drop-in to eat the pizza. Track Town Pizza also provides beers in their restaurants so many male customers visit the restaurants before and/or after UO’s football games. Track Town Pizza offers a pizza buffet during the weekdays between 11a.m. to 2p.m. and they provide delivery service to customers until 2.a.m. Track Town Pizza also has a good relationship with Eugene communities. Every year, Track Town Pizza raises thousands of dollars through fundraising programs to donate money to the local communities and donate its pizzas for local events. Track Town Pizza is a strong competitor to Papa John’s Pizza because of the quality and reputation it has in Eugene and Springfield. 

Carson Dining Pizza

Carson Dining Pizza is a pizza option that is run by the UO’s dormitory cafeteria system. The pizzas are served in the Carson dormitory’s dining hall, so the primary target audience for Carson Dining Pizza is the students that live in the school dormitory. Students must choose between three meal plans if they want to live on campus, so students living in dorms have no choice but to use up their points in the cafeterias. Carson Dining provides its pizzas to school events and student’s association events to prevent students from getting pizzas from other outside restaurants. Carson Dining also offers the pizza menus that are usually offered in other pizza brands’ stores. However, because the Carson Dining Pizza is being operated by UO’s budget, the ingredients that go into the pizzas are low quality. Carson Dining Pizza does not provide any delivery service; every student has to visit and pick-up the pizza if they want to eat, which is a problem with convenience. Therefore, if Papa John’s Pizza focuses efforts to advertise to students living on campus that Papa John’s makes their pizzas with high-quality ingredients it will be an effective marketing strategy. 

S. W. O. T. Analysis


Papa John’s strengths are its biggest asset against the competition.  Papa John’s uses the best ingredients in the industry to manufacture its products.  Many people base their decisions on the quality of the products that they are going to eat, and Papa John’s is in an extremely enviable position.  The pepperoncini peppers that are included in every pizza box are from Greece and account for 40% of the U.S. purchases of the peppers and the olives are purchases from Spain.  Papa John’s in Eugene/Springfield is also a locally owned franchise.  Consumers would much rather spend their money locally than with a national chain.  The restaurant offers fast reliable service and pizza at an affordable cost.  Papa John’s menu also caters to the local demographic of families and college students.  The pizza company was the first company to use an online ordering system and has grown in the fourteen years since.  Online ordering has become a large part of business for Papa John’s Pizza and customers spend three dollars more per online order compared to over the telephone.


The main weakness is the overall cost of the products that are offered on the menu.  The explanation for the higher cost is the quality toppings and products that are used, but many consumers are willing to trade the quality for a lower priced product.  The pizza industry has turned into an industry of price wars and Papa John’s risks falling behind if they cannot offer competitive pricing.  Another weakness reported by consumers is the lack of crust options.  Papa John’s only offers three different types of crust compared to the five to seven types offered by competitors.


Since the pizza industry is highly competitive, Papa John’s has the opportunity to become the leader in the market.  Competitors do not offer as many types and flavors of pizza, and if Papa John’s continues to develop and focus its menu, the competitors will not be able to stay on top. There has been a recent trend where people are staying at home to eat and are cooking less.  This provides a great opportunity for delivery pizza companies to find their ways into homes.  Workingmen and women are becoming increasingly busy after a long day of work, so cooking dinner is becoming more unlikely.  Even though parents do not have the time to cook for their children, they are worried about what they are putting into their bodies and Papa John’s is above and beyond the healthiest delivery option.


The economy is the main threat for Papa John’s delivery.  Competitors can offer lower costs because of the inferior product and Papa John’s has no way to combat the lower prices if they are going to keep making the same quality product.  Consumers are also starting to choose other alternatives like homemade and frozen pizza.  Potential consumers like the convenience of being able to throw a pizza in the oven and not having to worry about calling a pizza company and waiting for a deliveryman.  Frozen pizza companies have started to offer many alternatives to the specialty pizzas that are offered through delivery.  Pizza delivery companies are also losing out on consumers that prefer to make their homemade pizza with premium products bought from the store


Marketing Objectives:

Papa John’s marketing objectives for year 2011 are to increase sales by 15% during the 9 months that college students reside in the Eugene/Springfield area and to have a strong local presence year round, not just limited to certain durations like the academic year. It is beneficial to include mothers also because mothers are the ones who usually make a decision on their families’ dining menus. Males consume pizza more often that females, which is why males ages 18-25 are a target audience.


The local Papa John’s advertising objective is to increase visibility and name recognition among moms and males 18-25 whom live in the Eugene/Springfield areas. We want moms to feel they are making the smart decision for their family and do not view Papa John’s Pizza as another unhealthy fast food restaurant. We want them to see Papa John’s as a fast and a healthier alternative to cooking and/or eating fast food. Males should see Papa John’s as an option for quality food with minimal effort. The advertisements geared towards males will show that Papa John’s is a quality and affordable option with minimal effort involved.  We want to increase brand recognition and loyalty among our target audiences. 


Media Objectives will rely less on Television advertising and more on local radio, print, as well as, community events and/or functions. This will help create a campaign that targets the local demographic within the Eugene/Springfield area. By choosing media that target local viewership, it will help Papa John’s increase their target audience awareness. Having mothers as the primary audience will prevent the sales decrease of Papa John’s Pizza during the non-academic season like summer break. Therefore, the media in the summer will spend more time targeting towards mothers. As Eugene is the university-based city because of UO, the media will incorporate local college sports, children’s sports, and community building events. Currently Papa John’s has a nationwide contract with the NFL, which will help the company branch off locally to target specific consumers. The print form of the media will help target younger mothers as well as older mothers through the Oregon Daily Emerald and Eugene Weekly.


  • Primary Audience “MOMS”
    • Demographics
      • Average age of a first time mother is 25
      • Only 21% of first time mothers are under 20
      • 71% of first time mothers are woman between 20 and 34
      • Only 8% of first time births are to women 35 and older
      • 55% had at least one year of college
      • Only 18% had no finished high school (due to age or dropping out)
      • 57% are employed
      • 20% of US recorded births were to foreign-born mothers
      • 36% of moms are either widowed, separated, divorced, or never married
      • 29% of mothers house hold incomes made $75,000+
    • Psychographics
      • Moms need reassurance on every decision they make, may it be something simple like what to eat for dinner to more difficult decisions such as, what house to buy. 
      • They move in herds, which can be a rewarding spiral affect if targeted correctly.
    • Positioning
      • 93% of moms use some sort of social media, and by using promotions through twitter and advertisements/connections through Facebook, we can reach moms more effectively. 
  • Secondary Audience “18-25 year old Males”
    • Demographics
      • Men ages 18-25 make up a large part of the orders placed through pizza delivery companies.  
      • These consumers have less interest in cooking dinner and would rather order from a delivery or takeout restaurant.  
      • They are interested in sporting events, and pizza companies can easily advertise with sports themes.  
      • The idea of pizza, beer, and sports are all interrelated and males 18-25 represent that idea better than any other target demographic.
    • Psychographics:
      • Men are less worried about the cost of a meal than women are. 
      • Consumers can save money by purchasing a frozen pizza from the grocery store. 
      • Ease and convenience combined is important in targeting males. 
      • Men are more likely to be influenced by in-restaurant entertainment.
      • With delivery or takeout pizza, consumers have the advantage of choosing their entertainment from the comfort of their own home. 
    • Positioning
      • Men ages 18-25 can be targeted in media that traditionally attract men such as sports or action movies done on a national level. 
      • Men are most often targeted during professional and college sporting events. 
      • With men ages 18-25 pizza companies want to create an image of quality and importance. 
      • Sporting events and movies create the image that the target consumer can relate to and when the audience can relate to the product.

Media Summary

Media Channels:

National Television commercials will continue to have their airtime throughout the year. However, based on the sole purpose to target the audience strictly in Eugene/Springfield – we want to direct consumers to those locations through local advertising. We must branch off those messages through other forms of media. Radio will be a big part of our media lineup. Radio will give the store a local image while still holding true to the national brand loyalty. Ads will be placed within newspapers such as the Oregon Daily Emerald and Eugene Weekly. A booth will be stationed at the EMU at one point – distributing t-shirts, bumper stickers, umbrellas, buttons, menu brochures, and coupons redeemable at any Eugene location. The booth will also travel to local children sporting events, targeting mothers. Our Internet focus will continue with the use of our local Facebook and Twitter accounts with promotions throughout the year. 


    • The media plan includes tactics involving:
      • Social Media
      • Radio
      • Print
      • Promotional Booth
      • University of Oregon Student Survival Kit

Media Mix


    • Facebook is a well-known social network website that is operated and privately owned by Facebook incorporation. 
    • From this website, users can create their personal pages that include personal profile, add friends, upload photos, and exchange messages with other users. 
    • There are numerous numbers of Facebook users that include males, females, and all age groups. 
    • Since the majority consumers in our primary and secondary audiences are using social networking, Facebook will be a good way to connect with those users.  
    • The Papa John’s Eugene Facebook page will have updates and promotions running constantly throughout the year to attract attention to the company.
    • There is no doubt that many Facebook users will be affected by this Papa John’s Pizza’s Facebook presence. 


    • Twitter has a similar format with Facebook that offers a social networking and micro blogging service. 
    • Twitter allows users to send and check other users’ messages, which are called tweets, at any time and anywhere with a maximum of 140 total characters, which is the main difference between the two social networking sites. 
    • Twitter users can tweet through SMS service by using smart phones.
    • Papa John’s Twitter page will work similarly to the Facebook page in the sense that there will be promotions and offerings throughout the year.
    • Twitter reaches those customers that want to get news updates from friends rather than sifting through posts and pages and we feel this is a great strength for brand promotion and awareness.
    • Papa John’s presence on Twitter will be an effective way of encouraging both male and female Twitter users to use the company’s products creating loyal customers and repeat users.


    • KWVA 88.1 FM: KWVA is the UO’s campus radio station, which was founded by UO students in May 1993 and is one of only a few truly student-operated radio stations.
    • The station is a voice for students and a place for them to gain broadcast, operation, and production experience by using many kinds of broadcast facilities. 
    • Due to the KWVA’s student operated system format, it will be an effective advertising method of broadcasting the Papa John’s Pizza’s ad on KWVA channel’s radio show. 
    • Even though KWVA is a non-profit organization, Papa John’s will contribute money to support the radio station in return for mention of the company over the air. 
    • KWVA relies heavily on incidental student fees as well as support from the community, and we see this as a great opportunity to help keep one of the most promising channels of communication to the students alive.
    • Supporting KWVA will be a cost effective way to both help the community and increase awareness about the brand through sponsorship and support.
    • Advertisements will also be run through two other radio stations in the Eugene/Springfield area including 94.9 KDPM, 105.5 KEUG, and 104.7 KDUK.  These stations will help the company to include all of the target audiences equally.
    • This advertising will be more traditional than the sponsorship of KWVA and spots will primarily run during the afternoon and evening day parts.

Oregon Daily Emerald:

    • Oregon Daily Emerald Publishing Company (ODE) is a non-profit and public benefit corporation operated by the campus of the University of Oregon. 
    • ODE publishes the campus newspaper, which has run daily since 1900. 
    • They provide education and training for UO students majoring in journalism through production of an independent student newspaper and different multimedia platforms. 
    • ODE is a good media option for the Papa John’s Pizza’s advertising plan because students perform the newspaper work and its main subscribers are UO students and faculty. 
    • Even though ODE is also a non-profit newspaper organization there will be no difficulty getting permission to run Papa John’s advertisements in the daily paper. 
    • Like KWVA it is one of the best options for the company because many UO students read the newspaper, especially male students who pick up the paper to get sporting news, results, and updates.

Eugene Weekly: 

    • Eugene Weekly is the weekly newspaper that has an alternative newspaper format rather than being mainstream and is published in Eugene, Oregon. 
    • The weekly newspapers focus on introducing events that are happening in Eugene. 
    • They provide information of restaurants, festivals, music concerts, and good places to travel in Eugene. Eugene prides itself on small town atmosphere with big town tastes.
    • The website of the Eugene Weekly provides the information in detail with pictures, so Papa John’s Pizza can also use Eugene Weekly’s website as the tool for its advertisement. 
    • Eugene Weekly is a good opportunity for Papa John’s Pizza’s to gain exposure by highlighting the quality ingredients and will increase awareness for potential customers.

Alternative Marketing:

The Student Survival Kit is a coupon book, which is distributed to students at the beginning of the fall, winter, and spring terms. The Student Survival Kit was created in 1981 by an advertising major from Washington State University. The book became popular and spread rapidly. Currently about hundred thousand college students at five major universities in the Pacific Northwest use this book as an essential tool for their daily lives while attending college. Placing a Papa John’s Pizza ad in the Student Survival Kit will be an outstanding option for advertising because Papa John’s Pizza ad can be more accessible to the students. 


Papa John’ Pizza Booth will take place at the EMU at the University of Oregon as well as at children’s sporting events in Eugene/Springfield. This promotion will be progressed actively, making a close relationship between the company and UO students. The promotional booth will distribute many kinds of free souvenirs like t-shirts, bumper stickers, umbrellas, buttons, menu brochures, and coupons that can be redeemable at any Papa John’s Pizza stores in Eugene and Springfield.

The booth will be at local children sporting events because many parents watch their children’s sporting games. This will help convince mothers that Papa John’s pizza is a quality alternative for many different occasions. As mentioned before, usually mothers make the decision on what foods their families eat because they usually care about their children’s nutrition and their families’ dining menus. 

Budget Breakdown

Total Calculations: $87,125.40

  • Internet - $500/month = $6,000
  • Radio - $55 average/spot x 665 spots = $36, 575
    • KDUX (104.7)  – 165 spots = $9,075
    • KPDM (94.9) – 250 spots = $13,750
    • KEUG (105.5) – 250 spots = $13,750
  • Newspaper  =$29, 538
    • The Daily Emerald – 78 placements = $6, 125
      • 52 1/4 page ads
      • 26 1/2 page ads
    • Eugene Weekly – 39 placements $23,413
      • 13 1/2 page ads @ $795= $10,335
      • 13 1/3 page ads @ 557= $7241
      • 13 1/4 page ads @ 449= $5837
  • U of O Survival Kit = $1308
    • Full page adjacent ad to two premium coupons = $463/term
  • Promotional Booth = $13,704.40
    • Shirts @ $6/ea x 700= $4200
    • Stickers @ .72 ea x 500= $390
    • Umbrellas @ 11.98 ea x 280= $3354.40
    • Buttons @ .25 ea x 1000= $260
    • Staff/ random expenses for all 28 stops= $5,500

Scheduling Strategy

  • Radio ads will be aired on stations 104.7, 105.5 and 94.9 during the times 3-7pm Monday-Friday when people are just getting down with classes and work. During Saturday and Sunday, Ads will run during the air times 12-2pm and 5-9pm Saturday-Sunday. 
    • To track radio we will see how many people started to come into Papa John’s after and during airtime. The major factor would to see how sales increased during fall, winter, and spring.
  • Newspaper ads will run throughout fall, winter, and spring terms roughly once or twice a week. 
  • The booths will be at local and children’s sports events, Duck football, baseball, basketball, and at the EMU. 
  • The coupons given from the booth events and within the newspaper will contain different codes from one another. This will allow us to track whether the booth and newspaper ads are working. 


Increased Budget:

    • In the case of alternations to the budget, it is imperative that there be a backup plan in order to counter the changes. In the rare case of additional money added to the budget we recommend setting the media objectives higher by:
        • Adding moving boxes with Papa John’s Pizza’s logo at the promotional booth during peak moving seasons
        • Increasing the number of local radio stations and spots

Including these alternatives would disperse the campaign across a wider area, reaching the secondary target more readily. 

Decreased Budget:

    • In the case of funds subtracted from the original budget we recommend: 
        • Removing the secondary target from the media plan
        • Shortening the broadcasting time of radio in half.
        • Shortening promotional booth hours and limiting the amount of trips made to UO campus and sporting events.


  • Preplan Analysis
    • In researching our primary and secondary audiences, we learned from the Nielson report that young males and moms are the average pizza buyers in year 2009. As of now, Males 18-49 has been Papa John’s primary audience. However, after deep article research we discovered that moms hold more power over food consumption decisions than males 18-49. We found that it is more beneficial to target a more condensed target audience as our secondary audience (18-25 year old males). We then researched each target audience’s daily media habits in order to find the best media to fit our objectives and budget. 
    • In determining frequency and reach, our plan was carefully tailored to achieve at least a frequency of three and a GRP of 25 on most media. 
  • Post Buy Analysis
    • We will see how many coupons customers utilized by the end of each cycled run and we will check with the latest data from Arbitron, MRI or Nielson NetRatings to determine ratings/audience delivery after the schedule run.
  • Consumer Research
    • At every Papa John’s Pizza in Eugene/Springfield, customers will be asked how they heard about that specific Papa John’s location and on their receipt will be a web-address to a customer survey that asks their age, gender, and how satisfied they are with Papa John’s. This feedback will help Papa John’s know how to reach their target audience and see the positive aspects of the plan and be able to receive acknowledgement for what can be changed for the following year. 
    • We can also conduct a focus group of Papa John’s primary and secondary audience, in order to gain in-depth information on the audience and be able to alter or change our media choices as need be.
  • ROI
    • The success of our plan depends on an increase of 15% in 2010 sales for the local Papa John’s Pizza in the Eugene/Springfield area. We will know if we made our goal in December 2011. Our plan also asks for an increase in visibility and name recognition among moms and males 18-25 residing in Eugene/Springfield. We will know whether we have successfully accomplished this objective by conducting a survey to the target audience after the 2010-2011 year and see if their opinions towards Papa John’s have changed.

Research Links

Articles Available Upon Request



To whom it may concern; 

      Megan Kleck was employed at Unger Farms for 3 years as a seasonal employee. My husband and I own a farm, we sells our produce directly to the public through farmers markets, stores, and stands. We do 18 farmers markets through the course of a week all summer, we hire college students to manage the markets for us. Megan was hired to manage some of these farmers markets. 

      Megan’s responsibilities as a manager were extensive, overseeing 2 to 3 other employees, knowing the specific rules for her markets, keeping product stocked, presenting the product to the public in a creative, clean, and organized manner, keeping herself educated about the farm and what we are doing so she can answer the public’s questions, loading, driving, set-up, tear-down, unloading of product each market day. 

Creative, resourceful, responsible, friendly, punctual, positive attitude, are all qualities that make Megan a great employee, she is not afraid to try something new and was great under pressure. She knew what had to be done and never waited for someone else to do it or to be told. She offered ideas when she thought it might help make thing run smoother. 

      Unger Farms would recommend Megan as an employee. Please feel free to contact me if you have further questions, either by e-mail ( ) or call at 503-539-7231 


              Kathy L. Unger 

Unger Farms, Inc. 



To Whom It May Concern:

    Megan Kleck was a part-time receptionist for the chain, M.Jacobs family of stores, and I had the privilege of having her stationed at my store, Broyhill Furniture, on the weekends.  Megan is a hardworking individual who always has a positive attitude. She would get her work down quickly and efficiently and I never had to worry about her not completing her work.

    She was in charge of answering the phones for four stores, so she did lots of hustling between them all on a daily basis. She handled complaints in a professional manner and had a superb phone presence. Megan was also in charge of entering financial applications for customers and maintained all filing, both paper and electronically, in all the stores. She was the only receptionist on duty when she worked and she would cover four stores at once. 

I am pleased to recommend Megan for your company.


Daniel Sanders

Manager Broyhill Furniture ph: 541-741-5136



To Whom It May Concern:

I am pleased to write this letter on behalf of Megan Kleck. I had her in several of my classes. My classes have been set up to be collaborative and students have to be self motivated to do well in the classes. In other words, I try to simulate conditions that will help students do well if they want to work in the Advertising industry. Megan has done  very well in each group and on each project.

I don’t hesitate to recommend her.

Please feel free to contact me if I can answer any questions.


David Koranda

Senior Instructor

University of Oregon

School of Journalism and Communication

Ph 541-346-3754

Cell 541-953-4676

Why I chose Advertising

When I was growing up, I was that annoying little girl who would read every billboard passed in the car. I loved advertisements and would purchase magazines solely for the purpose of seeing the ads.

In high school, I went straight down the advertising path by becoming a Business and Management major. I went on a job shadow at an advertising agency in Portland my sophomore year and was able to shadow everyone in the small agency. I found myself constantly running back up to see the Media Buyer. It was then I knew exactly what I wanted to do. 

I immediately applied for University of Oregon to join their School of Journalism and Communications. I did not hesitate from the beginning and now, I am finished with my Advertising major courses and will be graduating early in December 2011. 

CAMPAIGN: Burley Travoy

Account Executive: 

 Adam Butler

Creative Director: 

 Mengyu (Jenny) Chen

Media Director: 

 Megan Kleck

Promotional Director:

 Taichi Yoshino

Media Planner: 

 Kelly Meyers

Burley Travoy Campaign


I am currently majoring in Journalism at the University of Oregon with a focus in Media Advertising. I will be completing the advertising sequence at the UO at the end of this term, which included the following courses: Agency Account Management, Media Planning, Media Selling and Advertising Campaigns. As you can see my passion is directed towards the business side of Advertising. I have been passionate about Advertising since my freshman year in High School and discovered my love of Media Buying the following year through a job shadow experience in Portland, OR. I was able to shadow everyone in the small agency, in order to get a feel of what advertising agencies were like, and I have been fascinated with the Media Buyer position ever since. As you can see this is a profession that I am determined and motivated to pursue.

University of Oregon’s school of Journalism and Communications has allowed me to gain knowledge and experience in not only advertising but in the fields of Journalism and Public Relations as well. The class Media Selling taught me a lot about what to expect once I enter the field as a Media Buyer. It is good to understand the person on the other side of the phone and to know all the tricks up their sleeves. I have six years of customer service experience. In addition, I have approximately four cumulative years of leadership experience. I have trained new hires with two companies (Papa Murphy’s and Unger Farms, Inc), served as a superviser at Papa Murphy’s and was a manager at Unger Farms, Inc. I encourage employees, communicate efficiently with customers and bring a positive attitude to everything I do. My sophomore and junior year in High School, I created and ran the schools newspaper advertising department; specifically, focusing in Media Selling. I had to start completely from scratch. I created business contracts, set prices and made hundreds of cold calls. By the end of the two years I brought in a revenue of approx. $6000 for the newspaper. I learned a lot the two years I ran the department and I am now ready and interest in working within an agency, specifically in Media Buying. 

My plan after graduation is to work within an Advertising agency and that goal is coming faster than I had anticipated. I have been motivated and determined to pursue my dream profession in advertising and wasted no time in getting there. I have taken classes every term towards the major since I entered college in Fall of 2008 and my hard work has paid off. I have completed the advertising sequence as of June 2011 and will be finishing up some general education classes, allowing me to graduate December 2011. I feel confident that my skills make it possible for me to perform exceptionally within your corporation. Thank you for your time and consideration.


Megan Kleck10650 SW 121st Ave. Tigard, OR


  • Receptionist, M. Jacobs Family of Stores, Eugene, OR Oct. 2010 – March 2011
      • Entered financial applications for Wells Fargo and TD-Retail
      • Filed customer records and answered phones
      • Processed sales orders and returns into the computer
      • Handled all transaction deposits and payments
  • Manager, Unger Farms, Inc, Cornelius, OR May 2007 – Sept. 2009
      • Designed the market booth to maximize advertising appeal
      • Set product prices 
      • Supervised the crew by designating breaks and assignments
      • Trained and prepared crew members for markets
      • Delivered company van to and from the markets
  • Crew Supervisor, Papa Murphy’s, Hillsboro, OR August 2006 – August 2008
      • Arrived before business hours to set up and prepare all the food. Such as, cleaning, counting tills and making the dough
      • Worked the register by taking customer orders and doing cash transactions
      • Prepared pizzas in a fast past environment where I navigated crew assignments
      • Mediated customer service and relations


  • Currently a Senior at University of Oregon, December 2011
      • Bachelor of Science
      • Major in Journalism with focus in Media Advertising 
      • Minor in Dance
  • High School Diploma at Glencoe High School, June 2008
      • Certificate of advanced mastery in the Business and Management department

Community Service/Leadership/Activities/Honors/Awards 

  • Captain, Dance Team, Glencoe High School, Hillsboro, OR June 2007 – June 2008 
      • Facilitated 35 team members in daily practices 
      • Taught and broke down dance choreography
  • Business Manager, Crimson Times Newspaper, Glencoe High School, Hillsboro, OR Sept. 2007 – June 2008
      • Set up and created the entire advertising department
      • Sold advertising space for the newspaper
      • Set advertising space prices based off dimensions
      • Prepared and controlled client contracts
      • Created advertisements for businesses using basic InDesign
      • Set and maintained deadlines for my clients and myself
      • Obtained revenue of $6,000 in the two years I ran the department

Technical and Soft Skills

  • Proficient in Microsoft Word, Excel and PowerPoint. Skilled in 10-key and multi-line phone systems.


Dance, soccer, entertainment, electronics, traveling, exercising, learning

Advertising Course Completed

  • Agency Account Management 
  • Media Planning 
  • Media Sales 
  • Advertising Campaigns 
  • Intro to Public Relations