Анастасія

Потурнак Анастасія Сергіївна
14.01.2003
[open contact info](look above in the "contact info" section)
[open contact info](look above in the "contact info" section)
Шукаю роботу: копірайтера/ перекладача/ хорошої людини

🔥 Досвід роботи 🔥
2021-2022
- Авторка текстів та перекладачка в агенції MixDigital (ІТ та маркетинг тематика).
- Написання book-reviews для компанії Headway.
- Засновниця школи Double N School. Викладання, ведення соціальних мереж, оформлення сторінки в Instagram.
2020-2021
Перекладаю неперекладене, редагую нередаговане, граюся зі словами та креативлю.
~ Навички ~
✨ Робити з тексту цукерку-карамельку. Якщо точніше: редагування, переклад та написання тексів будь-яких стилів.
✨ Написання постів для соціальних мереж, оформлення Insta-Stories, обробка фото.
✨ Навички креативного та академічного письма
✨ Організація та проведення онлайн та офлайн заходів: вечір кіно, speaking club, благодійні уроки.
✨ Робота з інформацією: пошук та аналіз, критичне прочитання.
✨ Впевнений користувач Office 365, корпоративно-професійних сервісів, на кшталт Zoom, створення та редагування контенту Canva.
~ Волонтерство ~
Проєкт «Війна. Історії з України», переклад та адаптація текстів.
Координаторка подій на Х Книжковому Арсеналі.
Наразі працюю над журналом «Freedom», перекладаю та редагую статті.

2020-2021р
– навчаюсь у Київському Національному університеті «Києво-Могилянська академія» за спеціальністю філологія, германські мови та літератури (англійська та українська, переклад).
2009-2021
– навчання у приватному ліцеї «Key School», м. Київ.
– навчання у підлітковій літературній школі «LitOsvita».
– І місце у районній олімпіаді із зарубіжної літератури. І місце у міському етапі (м.Київ).
– І місце у всеукраїнській олімпіаді з української мови та літератури, І місце із зарубіжної літератури.
– Фіналістка літературного конкурсу «ПероДактиль».
– Участь у міжнародний форумі у «Stiftung Kinderdorf Pestalozzi» (Троґен, Швейцарія)

Рівень англійської мови: Advanced
🌸 Особисті якості 🌸:
відповідальність, креативність. Легко вчуся та пристосовуюся до нових реалій. А ще я просто класна, вмотивована і дійсно готова вкладатися у те, чим займаюся.
Інтереси: мовознавство, література, фемінізм та гостросоціальні теми. Пишу поезію та прозу.

✍ Портфоліо текстів ✍
1. Стаття для MixDigital

Audience changes - knowledge remains. Advertisement of colic treatment
Young parents are an unstable target audience to work with. Babies primarily have colics, then they’re teething, and time to add supplementary food comes afterwards. New worries appear almost every week. Our product is designed specially for such parents. The question is: how to form and save knowledge about this specific product on the changing market?

Our client is a pharmacy company, which has produced colic treatments since 2011. Parents have to deal with colic problems for three months after a child's birth. As we see, target audience changes over time, but sales are required to keep up. Today we're talking about the strategy, approach in planning and ways to occupy the leading positions with our colleagues, creative agency ViViD.

How to increase market share and switch the attention from the contestants?

Two great players. Our goal is to increase market share off simethicone and brand`s recognizability level. Brand is expected to increase the number of potential clients during the year. Our goal was to switch the attention from the competitors`, analyze advertisement campaigns by various parameters, take the website analytics into account and determine all the controversial tools.

Target audience: women 20-35 years with babies 0-3 month. Geography - whole Ukraine, except for the temporary occupied territories.

Brands positions and marketing approaches among the competitors have been analyzed. Other companies increased activity in digital (plus 16% in 2019 compared to 2018). Contestants were enlarging OLV-communications shares. This format was popular among target audiences.

43% advertising impressions in video format
Media activity in the category was growing seasonally: from late summer till December. This enabled attention switching.

Get in target: creativity and channels.

Women 20-35 years, having babies 0-3 years -- this is the communication core of our contestants. They spend most of the time online and as a result have learned how to pick up necessity from the information noise flow.

Our colleagues from the ViviD agency have been working on the creative part. Creativity had to show the problem`s reason, demonstrate active and soft treatment`s effect without annoying mothers as they are tired hearing baby's cries at night. “It was not necessarily to show the image of a baby suffering from colics, but to tell about the positive effect of the treatment. Design ads to be positive and adorable”, - says Kateryna Overko, Creative Director of ViViD. “We decided to add some fabulousness to the story and make it stand out from ads with crying babies. Banners creatives were realized completely inline with video. We managed to save the maximum amount of motion. And banners were a full-fledged short video - not creative with primitive animation”.

We formed communication channels based on the Audience customer journey and it’s behavior concerning digital. Picked viewable formats. For these we developed 2 models auditory’s behavior, based on which we planned our channels.

Channels have to correlate with the audience's interests and user`s way, have a high auditory coverage, wide range of choice for fromats and targeting ability. While planning channels we accented on competitors’ approach and ability to optimize in real-time regime.

Coverage, traffic, working with demands: how to reach goals using combinations of instruments.

To build and maintain product`s recognizability we used a split: video plus banner ads (as more effective).
As the audience is quite dynamic, it is important to use flexible capabilities of targeting tools and also to choose relevant channels. Digital was the only advertising channel. This is why we chose periodic communication (1 month interval) on a regular basis. This has helped to distribute a budget and to cover auditory, which is changing.

YouTube with Trv In-stream format with a model of Per Per View was used.
Programmatic-procurement with Google Display&Video 360 system to build coverage with standart noticeable banners.
For additional coverage of mobile audience we’ve added location of half screen format on web-sites “mothers” package from Admixer, placed advertisement in mobile apps, related with pregnancy.
Portal kidstaff.com.ua was chosen for format “branding”.
To generate traffic we used search updates, remarketing and attracted traffic generation using social media, including Facebook Ads, Facebook/Instagram stories.

With formed demands we’ve been working using paid ads in Google-search on brands and commercial requests. TradeDesk enabled to repeatedly interact with site visitors and to collect audits for remarketing.

Campaign Manager for results rating. Post-Click VS Post-View.

Campaign Manager was used to verify adding and to analyze media-adds influence in a performance reserve: whether it is effective on site or searched in drugstores and so on.

Post-Click analytics give only a partial picture of media tools' conversions influences. Direct response tools come in handy on the last pre-purchase steps. Campaign Manager appraised tools in Post-View conversions.

This is how conversion types (according to interaction with adds) are distributed:

- Post-Click: 9,4% - viewed the site and came back after the advertisement campaign had finished.
- Post-Viewed: 50,3% - saw the advertisement, didn’t click, but visited the site after the campaign had finished.
- Cross-Device: 40,3% - visited the site or saw the advertisement on one device and came back on the site after the advertisement campaign had finished.

Analysis admitted that the amount of conversions with postponed time is as big as it was before. We learned how long the time period after the end of an advertisement campaign is, during which users actively come back to visit the site. We identified an effective frequency media advertisement shows as well, which lead to subsequent actions on the site. In april 2021 sales plan was 125% done. Treatment placed 3-rd place on sales among the competitors.

Адаптація для ФБ

Crying of designing the colics treatment advertisement? We’d better not ✨

Colic treatment is a specific product, which is used only in the period of 0-3 month since a baby's birth. That is why young parents are quite an unstable audience to work with.
Anyway, we still have to get in target and occupy the leading positions on the market 🎯

Our client is a pharmacy company, which has produced colic treatment since 2011. Goal: to switch the attention from contestants’ companies and increase the brand’s recognizability and number of potential clients.

Target auditory: women 20-35 years with babies 0-3 month. We started with analyzing advertisement campaigns by various parameters and determining all the controversial tools.

In this article about:

- how to form communication channels based on audience interactions with digital

- how to build and maintain product’s recognizability

- budget distribution to cover the audience

- direct response tools in usage. Post-Click VS Post-View

We created exceptional ads without a common crying baby image, which resulted in placing by brand the 3-rd place among the contestants.

Скорочення для Linkedin
Advertisement of colic treatment
Young parents are an unstable target audience to work with. The question is: how to form and save knowledge about this specific product on the changing market?
Our client is a pharmacy company, which has produced colic treatments since 2011.

How to increase market share?
Our goal is to increase brand`s recognizability level, to switch the attention from the competitors, analyze advertisement campaigns and determine all the tools.
Target audience: women 20-35 years with babies 0-3 month.
Get in target: creativity and channels.
It was important to design an advertising campaign without a crying baby image and primitive animation.
We discovered 2 models of audience’s behavior, based on which we planned our channels.
Channels have to correlate with the audience's interests and customer`s journey, have a high audience coverage, and a wide range of choice. We accented on competitors’ approach and ability to optimize in real-time regime.
How to reach goals using combinations of instruments?
To build and maintain product`s recognizability we used a split: video plus banner ads.
We chose 1-month interval communication on a regular basis:

YouTube with Trv In-stream format.
Programmatic-buying with Google Display&Video 360 system.
Half screen format on web-sites “mothers” package from Admixer.
Portal kidstaff.com.ua - for format “branding”.
Search updates, remarketing and social media, including Facebook Ads, Facebook/Instagram stories.
This has helped to distribute a budget and to cover the audience.
Campaign Manager for results rating. Post-Click VS Post-View
Post-Click analytics give only a partial picture of media tools' conversions influences. Direct response tools come in handy on the last pre-purchase steps.
Analysis admitted that the amount of conversions with postponed time is as big as it was before. In April 2021 sales plan was 125% done. Treatment placed 3-rd place on sales among the contestants.

2. Допис для Facebook
Ремаркетинг ліків: застосування та дози 💊

Реклама ліків – завдання непросте, враховуючи обмеження. Знаючи, однак, тонкощі роботи з рекламою фармпрепаратів, створити яскраві кампанії стає можливо з використанням соціальних мереж, банерів й пошукової реклами.

Ремаркетинг допоможе зберегти лояльне ставлення авдиторії до препарату, заохочувати до повторної покупки і підтримувати комунікацію.

У нашій статті про:
* воронку «знання-покупка»
* дієві види реклами ліків
* обмеження в рекламі для фарміндустрії та інші способи просування

Розповідаємо, як ми працюємо з ремаркетингом для фармкомпаній у матеріалі 👇🏽

https://mixdigital.com.ua/ua/blog/programmatic/nazdognati-bez-porushennya-pravil-yak-vlashtovano-remarketing-farmpreparativ/

3. Book overview для компанії MixDigital
“Emotional Intelligence”
To rationalize irrational
‘This book is a guide to making sense of the senselessness’ – writes Daniel Goleman. Sounds quite controversial, indeed. Here, the author suggests a scientific understanding of the irrational. We are used to differentiating emotions from the brain. But what if we do vice versa? What if we brought intelligence to emotions, and thus got a greater understanding of what we are feeling and learned how to deal with all the perplexing moments in our lives? Observing the thing changes both: the observer and the thing – no magic, just quantum physics.
The emotional brain
Why would the parent sacrifice to provide safety to the child? From the intellectual perspective, this seems quite irrational, but this shows a real thing: our deepest feelings and passions are essential guides of existence and human affairs, only love can lead a parent to override the impulse for personal survival.
Each emotion offers a distinctive readiness to act.
A view of a human nature that ignores the power of emotions is shortsighted. Even the Homo sapiens name doesn’t take into account the place of emotions in our lives. Although, we can admit this from personal experience: when it comes to shaping our decisions and actions, feeling contributes to it as much – and often more – than a thought.
All emotions are impulses to act, that evolution instilled in us.
A few details of how emotion prepares the body for a different kind of response:
- with anger blood flows to the hands, making it easier to grasp a weapon. Heart rate increases, adrenaline generates energy.
- with fear blood goes to skeletal muscles, making it easier to flee, creating a feeling ‘blood runs cold’
- happiness increases activity in the brain to generate worrisome thoughts and recover from upsetting emotions, offering the body a general rest.
- Love, tender and sexual satisfaction dupe the ‘relaxation response’, in which body generates state of calm and facilitates cooperation.
- Sadness helps to adjust to a loss or a major disappointment. This brings the loss of energy and enthusiasm for life activities
“Emotional responses are crucial for survival”.

Two minds
The emotional/rational dichotomy means the distinction between ‘heart’ and ‘head’, assuming that when something is right ‘in your heart’ it is different ‘in your head’.
However, these two minds: emotional and rational coexist in a tight harmony, introducing different ways to observe the world. Still, the emotional and rational minds are semi-independent.
We have two minds – and two different kinds of intelligence: rational and emotional, and how we do in life is determined by both. Not only IQ, but emotional intelligence matters. Moreover, intellect can`t work at its best without emotional intelligence.
How did the brain grow?
Emotional brain is far older than the rational one. Sense of smell is the most ancient root of our emotional life. From the olfactory lobe the ancient centers began to evolve. First olfactory layer – to sort everything smelled into relevant categories: edible or toxic, sexually available, enemy or meal. Second layer – to send body messages what to do: bite, spit, approach, flee, chase.
Decisions like knowing what to eat and what to spurn were still determined largely through smell and took on the tasks of making distinctions among smells and recognizing them, comparing a present smell with past ones, and so discriminating good from bad.

When smart is dumb
Have you ever met a person of an obvious intelligence doing something irrational and dumb? For example, the best university student, acting like a small kid in his private life. Surely, we all know such people, but how can this happen? The answer is: academic intelligence has little to do with emotional life. People with high IQs can be stunningly poor pilots of other life spheres. At best, IQ contributes about 20 percent to the factors that determine life success, which leaves 80 percent to other forces.
Emotional intelligence is sum of abilities, such as:
- ability to motivate oneself and persist in the face of frustrations;
- to control impulse and delay gratification;
- to regulate one's moods and keep distress from the ability to think;
- to empathize and to hope.
Karen Arnold, professor of education at Boston University, explains that academic intelligence offers virtually no preparation for life vicissitudes. Even though a high IQ is no guarantee of prosperity or happiness in life, our schools fixate on academic abilities, ignoring emotional intelligence, that also matters immensely for our personal destiny.
“Emotional intelligence is responsible for adaptation, which includes successful usage of skills we have, including raw intellect”.
Glory to IQ tests
Glory days of IQ tests began during World War I, when millions of Americans were stored out by the first IQ test, developed by Lewis Terman, which resulted in “IQ way of thinking”, which declared that the person smart or not was simply born this way.
But psychologists are rather convinced that IQ is nothing without self-awareness.
“Self-awareness is a sense of an attention to one's internal states”. It means: to be aware of both our mood and our thoughts about this mood. It is a nonreactive, nonjudgmental attention to inner states. Self-reflexive awareness mind observes and investigates experience itself, including the emotions.

Know your type
People tend to fall into distinctive styles for attending to and dealing with their emotions:
• Self-aware. These people understandably have some sophistication about their emotional lives. They are sure of their own boundaries, are in good psychological health, and tend to have a positive outlook on life. Their mindfulness helps them manage their emotions.
• Engulfed. These people are often helpless to escape their emotions, as though their moods have taken charge. They are not very aware of their feelings, so that they are lost in them rather than having some perspective. They often feel overwhelmed and emotionally out of control.
• Accepting. These people tend to accept their moods, and so don't try to change them. There seem to be two branches of the accepting type.

The roots of empathy
Empathy builds on self-awareness; the more open we are to our own emotions, the more skilled we will be in reading feelings.
The root of caring stems from the capacity for empathy — the ability to know how another feels. The absence of empathy is lacking, seen in criminal psychopaths, rapists.
The key to intuiting another's feelings is in the ability to read nonverbal channels: tone of voice, gesture, facial expression, tone of voice. The mode of rational mind is words, but the mode of irrational mind is nonverbal. People who are better at reading emotions are more outgoing and more sensitive. Empathy helps with romantic life as well.
A sarcastic "Thanks," a grateful "Thanks," and an angry "Thanks" – differ by emotional message, hidden behind the word. The emotional truth is found in how the person says something rather than in what he says. 90 percent or more of an emotional message is nonverbal.

Show some emotion!
One key social competence is how well or poorly people express their own feelings.
3 basic types of displaying emotions:
1. Minimizing the show of emotion.
This is the Japanese norm of feelings of distress in the presence of someone. This is what we follow by masking our upset with a poker face.
2. Exaggerating
Typically used by six-year-olds, dramatically twisting the face into pathetic form. The kid rund to complain to the mother about being teased by an older brother.
3. Substituting one feeling for another.
In some Asian cultures it is impolite to say no and instead that person says something else.
Our social success depends on how well we are using these strategies. This is a factor of emotional intelligence.

So how does it work?
When two people interact, the direction of mood transfers from one who is more forceful in expressing feelings to one who is more passive. The feeling rapidly moves to what someone else is feeling. This is called the synchrony.
For example, the synchrony between teachers and students indicates how much report they feel. Students also become friendly, enthusiastic, and interested while interacting. The high level of synchrony means people are involved and like each other. This is what helps us in social life to:
-Organize groups – initiating and coordinating groups of people
-Negotiating solutions – preventing conflicts, apply diplomacy and deal-making
-Personal connection – the art of a relationship, recognizing people's feelings and concerns.
- Social analysis – being able to detect and have insights about people's feelings, motives, and concerns.
Well, as we can see, intellectual intelligence is crucial for making decisions, finding solutions and building strong bonds with people. This is something you should definitely apply in your life!
Emotional intelligence: how to apply
- Criticize people correctly
Global attacks like: “You're always so selfish and uncaring” leave a person feeling ashamed, guilty and likely to lead to a defensive response rather than to steps to improve things.
- Offer feedback.
Feedback means the exchange of data on how to make something work and change for the better. Be present, specific, direct and offer a solution.
- Deal with toxic thoughts
The pessimistic view on a partner like “He's so selfish” should be changed to an optimistic one, like “he is demanding now, but maybe he is just in a bad mood”. Reminding yourself about all those situations when your partner showed all his best traits is a part of detoxifying self-talk. Partners who take the pessimistic stance are extremely prone to getting angry and hurting each other.
- Learn non-defensive Listening and Speaking
Listening is a skill that keeps people together. Even in the heat of an argument, when both are seized by emotional hijackings, sometimes both can manage to listen past the anger, and hear and respond to a partner's reparative gesture.
- Don't tolerate intolerance
Be able to say ‘no’, when you need to.
- Work for a goal
Leadership is not domination, but the art of persuading people to work toward a common goal.

How to improve Emotional Intelligence
As we can see, emotions play a major role in relations between people. To sum up, here is the short advice how to master your emotional intelligence skills:
1.Listen
Pay attention to what people are trying to tell you – verbally and non-verbally.
2. Empathize
Put yourself into someone else's shoes to understand what he/she feels.
3. Reflect
Consider how your emotions influence your decisions and actions.
Every emotion is an impulse to action; action that can change your life. When, if not now?

4. Переклад тексту для проєкту ‘War. Stories from Ukraine’
“Grandma, do you mind if I write a short text about you?” I asked my old grandmother during our first conversation after a long four-day break. In the Kharkiv area, where they live, there was no power, so charging the phone was impossible. We didn't know where they were and whether they were okay.
“Well, write it. But don't write that it’s fine here. Say it this way: my old grandpa and gran…