Jeffrey Fortune
Strategic Planning Director at Burrell | Branding & Marketing Strategist | Consumer Research | Culture Champion | Creative Thinking Architect | Branding to the Innermost
- Role
- Director of Strategic Planning at Burrell Communications
- Location
- Dallas-Fort Worth, TX, US
- LinkedIn followers
- 500 followers
About Jeffrey Fortune
To truly know a person, you need a strong understanding of their core beliefs. Above…
Experience
Director of Strategic Planning
Jun 2016 — Present · Dallas-Fort Worth, TX, US
Toyota Rav4 Adventure GradeLaunched the all-new completely redesigned Toyota RAV4 Adventure Grade to an African American market that has traditionally struggled with explicitly outdoor vehicles. We successfully moved campaign metrics of brand awareness, model favorability, and purchases intent to historic campaign highs. Developed a campaign addressing African American’s hesitancy and fear of the unknown regions of the great outdoors. Our campaign was recognized as a 2018 Jay Chait Planning Awards shortlist finalist for it’s planning efficiency and creative execution. Toyota Rav4 XSEDeveloped and launched a creative campaign for the 2019 Toyota RAV4 centered around illustrating how it defies all expectations. Our campaign culminated in a 2019 Super Bowl spot which was touted as a top performer among USA Today’s Ad Meter for the last 25 Years.Toyota AvalonSuccessfully relaunched the Toyota Avalon in a shrinking segment with a buyer who was increasingly aging with every model change. With the sedan segment in decline and a category-wide shift to crossovers and SUVs, we needed a bold campaign idea to ensure that the All-New Avalon garnered the attention it deserved. For 23+ years, this vehicle had mostly been purchased for two reasons, it\'s quality and reputation, especially among a shrinking ‘Boomer’ generation.Our main objective was to appeal to a younger buyer through emotional purchase reasons as well as gain awareness amongst Gen-X buyers, by repositioning the All-New Avalon in a bold and daring new direction. To accomplish this, we would need to focus our messaging on styling, technology, and performance and illustrate the vehicles ‘fun to drive’ element which aligns with the top purchasing reason within the segment. Among other gains, we successfully aged down the vehicle’s average buyer and were able to increase perception metrics significantly.
Skills
- Strategy
- Qualitative Research
- Brand Management
- Brand Development
- Social Media
- Google Analytics
- Marketing Research
- Market Planning
- Marketing
- Creative Direction
- Brand Awareness
- Brand Architecture
- Customer Insight
- Digital Strategy
- Advertising
Find verified contacts for anyone on LinkedIn
Unifers gives sales teams verified emails and direct dials, enriched profiles, and outreach that lands in the inbox.
Free plan included · No credit card required
This profile is compiled from publicly available professional sources. Unifers is not affiliated with or endorsed by LinkedIn. Request removal of this profile.