DES154 | Message Campaign Design | Hella Happy | Process Manual

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Process Manual

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Would like to thank our instructor Gale Okumura, teaching assistant Bethany Yeap, and the entire UC Davis Message Campaign Design Class of Winter 2017!

Adrian Ang

Belinda Huang

Team hella happy

hellahappy.us

Chelsea Best

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Intoduction

Research

Campaign Identity

Marketing Applications

Conclusion

Why campaign?

How we got here.

What we look like.

How we do it.

Design Analysis.

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3

7

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Issue Need Objective Audience Strategy

Previous Campaigns Market Research Moodboard Brainstorming

Logo Specifications Logo Usage Color Typography Characters Business System

Print Digital Merchandise Budget

Adrian Ang Belinda Huang Chelsea Best

Introduction

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1 Why campaign?

Issue

Millennials are part of a 24/7 workforce in our current era of heightened globalization and technology. This increasingly connected environment requires long hours and raises the pressure for overtime and overacheivement contributing to millennials’ inability to actuate a healthy work-life balance.

On top of this, millennials are weighted down by the stigmas of perceived narcissism, laziness, and job-hopping while these same traits have been proven, through various studies, to be error prone in the collection and analysis of the data.

Our hella happy campaign addresses the amounting negative pressure and stereotypes on the millennial generation by bringing attention to positive thought processes aimed toward this disaffected group.

Need

Between long work hours, overly connected lives, and the stigma surrounding millennials and their place in society they just need a break.

Objective

Hella happy provides millennials in the San Francisco Bay Area opportunities to laugh, cringe, or sigh for a moment. Our end-goal is happiness, but to get there people need to be transported out the stressful routine of daily life. So, we help our audience pause and react, hopefully with a bit of joy.

Audience

Our main audience is made up of Bay Area millennials between the ages of 18-27, but who are we to stop the rest from getting some enjoyment out of our campaign. To reach these millennials we use imagery and inside jokes through generational stereotypes as a way reclaiming terms that can actually be harmful to happiness. Ironically, a lot of the stereotypes placed on millennials are traits of other generations as well so they will also be able to associate with our campaign.

Mission Statement

Hella happy is here to help millennials of the SF Bay Area loosen up. Negative stereotypes create generational misunderstanding, guilt, and stress and we aim to reclaim these stereotypes to spread happiness across the bay.

Strategy

Hella happy takes a more direct and instantaneous approach by honing in on a specific population to elevate and communicates via their insider language through ironic imagery. Instead of telling people what to do or how to be, hella happy just wants to make you laugh or even ironically balk at our ridiculous campaign. Reactions of happiness or of skepticism both disrupt cyclical stress and lightens the mood. By reaching people in a “show don’t tell way” we ensure a deeper connection to our message making the spread of happiness more effective. We aren’t here to say how people should live their lives, we just want to lighten the mood and say hey, its OK just do your thing!

Our campaign kicks off the changing seasons in style as Spring sweeps on the International Day of Happiness, March 20th! While we run our shops all year round we update our branding for a new year of celebration that runs full force in the during the month of March.

“ It’s okay to be you,

do your thing! ”

Research

HellaHappy

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hella / ‘hel // ‘hÎľl slang origin SF Bay Area : very, extremely

How we got here.

Previous happiness campaigns

focus on general happiness for general audiences or promote life changes through self help. Two such campaigns are Action for Happiness and Happy Acts.

Happy Acts is a call to action campaign that seeks to spread happiness by telling people what they can do to be happy and how to share that happiness. The use of a hashtag or the concept of somehow sharing happiness via social media is very relevant to a millennial audience.

Action for Happiness This campaign targets not direct audience, instead focusing on reaching a general public. Action for Happiness gives advice on what to do to become happier through suggestions, videos, and events. This campaigns cross platform approach allows them to engage people through their preferred mediums.

Inspiration To get a feel or the environment of our demographic we went out to the SF Bay, visited millennial spaces on the web, and researched fun and modern color palettes that communicate to our audience.

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Brainstorming!

Creative brief

Understanding our message

5

Audience personas

Campaign names

HellaHappy

Campaign Identity

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7 Logo specifications and uses.

The Hella Happy logo comes in four acceptable variations that fit the needs of our outreach without altering the logo’s original design intent. The logo contains the words “hella happy” in a handwritten font within a golden speech bubble to convey human touch, positive conversation, and overall community. There are two ways the speech bubble tail can point, right or left.

Though the default logo will have the tail pointing left, the direction of the bubble can be reflected such that the tail points right, based on content emphasis, and without altering the text.

Proper Use

Any greyscale effect shall be a direct greyscale tonal conversion from the golden color originally prescribed.

In the case of newsprinted material or other lower quality prints, the all-black version of our logo may be used.

Other than the above prescribed exceptions, the Hella Happy logo is not meant to be changed from its original designs. Doing so violates the integrity of the brand, and destroys consistency among our outreach programs.

Improper Use 0.5 x

x

x

minimum spacing

preferred spacing

Color, Typography, and Characters

five-color palette

This is a carefully curated selection. We wanted to give our campaign many splashes of color to symbolize the different sections of San Francisco based industries that are the source of attraction for our working embodies freshness, the blue stands for innovation and tech, the green is for honesty that we want our campaign to embody, the pink is a robust hue that captures the endless energy of the city and the intense passions of the people who come through, and the yellow is the universal color for happiness and joy.

CMYK (36, 0, 100, 0) RGB (176, 210, 53,) #afd135

Proxima Nova is a modern font that combines

contemporary proportions with a geometric appearance that conveys a universal sense of objectivity. As one of the most popular web fonts, its versatility is well recognized and appeals to the millennial generation, which is our target audience. It is easy on the eyes and well received across multiple platforms.

Characters

are the heart and soul of our campaign. Each character represents a millennial stereotype to address the narrow categories this generation gets crammed into. These illustrations are just ambiguous enough for people to relate to, even non-millennials! This lessen the stigma by showing that it is okay to enjoy what you like and hey... there’s a little millennial in all of us.

ABCDEF GHI JK L M NOPQRSTUV W XYZ abcdef ghij kl m nopqrstuvw x yz

CMYK (58, 4, 0, 0) RGB (58, 4, 0, 0) #54c1ee

HellaHappy

Hipster

Hype Beast

Digs brewing his own beer, going out for gourmet mac ‘n cheese, fair trade coffee, and grooming his man-bun.

Brand and beats obsessed.

Just a stylish in tune consumer brightening up the streets with modern flair.

CMYK (78, 3, 71, 0) RGB (22, 175, 121) #16ae78 CMYK (0, 91, 28, 0) RGB (238, 59, 119) #ee3b76 CMYK (2, 18, 100, 0) RGB (251, 205, 11) #facc0b

Basic B****

Techie

Fitness Fanatic

Ugg Boots, mocha frappé, knock off shades and purse...

So what?

Taking over the world one high design gadget at a time, perfect nerd glasses, and pristine sustainable sourced leather sidebag.

Gets down on pre-workout smoothies, getting down on those reps in the gym, and yeah, wears athletic wear as fashion... it’s comfy.

9 Business System

Lorem Ipsumson Public Relations Outreach lorem@hellahappy.us p. 510.888.8888

415 Folsom St., Suite 405C, San Francisco, CA 94016

@hellahappy #hellahappy

415 Folsom St., Suite 405C, San Francisco, CA 94016 p. 415.888.8888 www.hellahappy.us March 18, 2017 Dear Michael Scott,

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415 Folsom St., Suite 40 5C, San Francisco, CA 94016 www.hellahappy.us

Commodo consequat,

Lorem Ipsumson Magna aliquam erat volutpat

Michael Scott 7261 Geary St., Apt. 234 San Francisco, CA 94016

Our business system uses color and graphic elements to maintain our branding identity through all of our communications. Each piece has our logo and references our color palette either through the use of a color bar or colored silhouettes of our characters.

Marketing Applications

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Why print?

Our target demographic spends a lot of time commuting to and from work. We want to catch them during the hustle and bustle of their weekly routine on the streets and on public transit to bring a smile to their face.

Marketing applications

Brochure

Did you know...

Millennials, more than any previous generation respond to print media like direct mailers? Print media lives on, so we implement strategies that connect with millennials in their physical world habitats.

Direct Mailer

Hella happy engages our audience through large and smaller street level displays as well as through digital and direct mail marketing. These four main areas are sure to grab the attention of millennials throughout their day to disrupt their daily stress and give them a moment. Not only do we give them a break as they go about their day, hella happy provides online media and a digital store to supplement the relaxing play aspect within work-life balance.

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4” x 4”

4.5” x 6”

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Poster Series 11”x 17” Each of our five millennial characters has their own personality and style reflected in a personalized poster.

These are an integral part of our campaign because they are displayed at street level which makes their content more intimate and relatable.

User testing shows viewers first engage with the prominent large and colorful character and then focusing on the logo which also stands as a design element within the poster itself. From there viewers are drawn down the to the question “What makes you happy?”

Every level of viewer investigation into the poster content increases their engagement and the positive effect of the message. Whether or not they make the millennial connection, viewers immediately gather a sense of fun because of the cartoon nature of the characters, and then engage with a level of irony or personalization brought about by the tag line. Some of the humor is derived from having a character in a real world setting and then animating them through text in a very human and repeatable way.

Our campaign is a success if viewers engage with the poster that either makes them think and investigate the campaign more deeply or if they get a simple instant positive reaction. We don’t have to convey the deep message, at the very least we want to create a happy reaction.

HellaHappy

What makes you hella happy?

What makes you hella happy?

“Droppin’ my new mixtape.”

“Happy hour with the girls.”

Let us know at hellahappy.us

Let us know at hellahappy.us

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What makes you hella happy?

“Ten hour league streak.. and I still get to work on time.”

Let us know at hellahappy.us

What makes you hella happy?

What makes you hella happy?

“Brewing my own craft beer.”

“A delish’ new pre-workout!”

Let us know at hellahappy.us

Let us know at hellahappy.us

Why digital?

Millennials are highly involved in the technological culture so it makes sense to reach out in a medium they already use. Our digital marketing choices add elements of play and interactivity to further engage viewers.

Billboard

Bus Shelter

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Website

about about

faq

contact

faq

contact

shop

shop

what makes you hella happy?

HellaHappy

what makes you hella happy?

meet the beans HellaHappy

HellaHappy

nekbeerd

felicia

techie joe

hypebro

sporty spice

meet the beans

2017 hella happy / all rights reserved

HellaHappy

nekbeerd

felicia

techie joe

hypebro

sporty spice

2017 hella happy / all rights reserved

Gear up!

Millennials dig their gear and we have the latest styles decked out with our millennial message. Items will be sold in pop-up shops throughout the Bay, in person at the Day of Happiness Festival, and year round on our online store to keep our campaign ready for the next celebration.

What’s with the cube?

Jut a bit of nostalgia. This age group has grown up surrounded by fun objects like the Rubik’s Cube. We dress this puzzle up with our fun designs to provide millennials with a fun break from their busy lives.

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Summary

Our campaign can generate $12,636.50 in profit to offset costs for a 4 week campaign run at the cost of $36,422 with a calculated impressions at 666,000 impressions per day.

Budget Print

Merchandise

Media

Dimensions

Contract

Qty

Total

Bulletin | billboard

14’ h x 48’ w

12 weeks

1

5,000

30,000

Poster | small

17” h x 11” w

4 weeks

100

400

100,000

Poster | junior

5’ h x 11’ w

4 weeks

5

2,500

Poster | transit shelter high rent

-pending

4 weeks

3

BART interior ad | vertical

68.5” h x 47.5” w

4 weeks

Bus shelter ads

69” h x 48” w

4 weeks

Impressions

Media

Qty

Cost Per Unit

Total

Retail

Profit Per Unit

Hat

250

$ 8.95

$ 2,235.00

$ 14.95

$ 6.00

T-shirt

600

$ 9.88

$ 5,928.00

$ 12.50

$ 2.62

60,000

Rubik’s cube

800

$ 4.89

$ 3,912.00

$ 9.95

$ 5.06

9,000

51,000

Shotglass

1,200

$ 0.88

$ 1,056.00

$ 4.95

$ 4.07

60

6,000

150,000

15

6,000

225,000

Total Cost

Total Impressions/day

$28,900

616,000 +

Digital Media

Dimensions

Contract

Qty

Total

Impressions

Billboard

14’ h x 48’ w

4 weeks

1

3,500

50,000

Transit shelter | interactive poster

72” HD display

4 weeks

5

4,000

pending

1 year

1

22

Web hosting

Total Cost

Total Impressions/day

$7,522

50,000 +

Total Profit $12,501.00

$25,137.50

$12,636.50

Conclusion

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19 Design Analysis : : Adrian Ang

Adrian Ang PLANNING WHAT WAS YOUR ROLE? In this project, I helped facilitate our group discussion and brainstorming sessions, where we were able to develop our idea into this campaign. In addition, I was also in charge of some of the marketing applications, like the merchandise, signage, and digital applications.

DESIGN PROBLEM (WHAT IS THE PROBLEM/NEEDS, HOW DID YOU ENVISION CAMPAIGN, WHAT IS YOUR APPROACH, AND WHAT IS MEANS OF INCITING?) Initially, the problem that we identified that inspired our campaign was our perceived notion that millennials today are struggling to maintain a healthy work-life balance, especially in the age of technology and social media dependence. Furthermore, as residents and natives of the San Francisco Bay Area, we’ve noticed that the working culture in the Bay Area thrives off of productivity, with many local start-ups promoting or encouraging long workdays. In addition, millennials as an age group are negatively stereotyped and perceived by older age groups, which potentially has effects on stress levels for millennials.

I envision our campaign, hella happy, to be a citywide campaign that reminds millennials that it’s okay to be a millennial and that it’s okay to take a break sometimes too. hella happy is a campaign that also helps empower millennials by reclaiming stereotypes that are negatively placed upon them, from society or even themselves and their own “shame”.

Millennial personas and troped are personified as beans in order to be more abstracted for millennials and thus, easier to relate and make parallels connections to. Although millennials may not identify wholly to a particular bean, they might identify from the different characteristics that make up each bean that poke fun at different stereotypes of different millennials.

Our targeted means of inciting action is targeted towards our audience of millennials themselves. We want each millennial who interacts with out campaign to remind themselves about what makes them happy and to feel empowered enough to unapologetically and shamelessly enjoy the things and activities in life that provide them a work-life balance, regardless of what that may be.

RESEARCH (WHAT DID YOU DO TO GET BG INFORMATION? BRAINSTORM, PERSONAS, CASE STUDIES, ETC) To get background information and context, as a group, we used different brainstorm organizational methods to understand the scope of what we mean by “work-life balance for millennials”, including dualaxis maps, empathy maps, and mind maps. We did research looking at extensive studies surrounding millennials in the workforce, their usage of technology and social media, and them as a general age group, the information and insight from which we further developed a nuanced understanding of millennials.

One other method that we used to encapsulate the millennial feel of our campaign was developing personas, each of us taking a different age bracket (1821; 22-24; 25-29) within the overarching millennial age group to understand where millennials could be alike, yet different.

IF REAL CAMPAIGN..

PLANNING? (WHO DOING WHAT INVOLVED?) If hella happy were to be developed further into an actual campaign, further steps in planning would have to be taken. Although we did some research on our target audience of millennials in San Francisco, we will further extend our research to develop upon our understanding of our target audience of millennials in San Francisco. We will conduct elaborate surveys from millennials within San Francisco across different industries to understand what work-life balance is to them and how to develop the campaign further to be attractive to them. In order to help raise funds, we will have to contact different groups and companies that could have a vested interest in promoting work-life balance for millennials in San Francisco.

COMMUNICATION? (WHO TO CONTACT AND ASSOCIATE WITH?) In furthering the campaign into something that could be a reality, we count contact a couple of different organizations. We could contact the City of San Francisco, to see how to implement some of our ideas into actual public spaces around the city. We could also

contact MUNI and BART, to further use transportation systems within the city as a platform for our campaign, especially since these systems connect millennials in San Francisco from work to life each day. One campaign in specific to San Francisco is the San Francisco Bicycle Coalition, which promotes bicycle usage as a viable mode of transportation within the city; this mission statement could relate to hella happy through this way.

Lastly, hella happy will work with local businesses within the different districts within the city to help establish a sense of community around the campaign.

IMPLEMENTATION? (WHAT WENT WELL, WHAT DIDN’T, HOW TO MOVE FORWARD AND NEXT STEPS) Through some user testing of hella happy within the scope of this class, reception was generally positive from other millennials. They liked the different personas and character, and even started to identify with the different beans that we had. In order to move forward with hella happy, we will have to see how our campaign as a project is received, revise iterations upon that while simultaneously doing more research. With more development and planning, we will contact the various groups that our campaign can work with and see how collaboration can further the campaign into something real and tangible. Although much of our media and marketing were ideas, further development on that can help make the campaign feel much more whole, immersive, and experiential – just like the millennial age group we are trying to target and hope to understand through our campaign.

Design Analysis : : Belinda Huang

Belinda Huang Social Responsibility Campaign Designer’s Job Description Within our three-person Hella Happy Campaign team, following group brainstorming and project conception, my role was to create the graphic identity of our mission along with collecting context photography and documenting our processes the entire way.

Defining the Design Problem During a separate discussion about end-of-life reflection, our group realized that healthy work-life balance is something many people wish they had better executed during their youth. Relating this insight to our personal experiences, we confirmed that many peers in our millennial circles do feel over-worked due to societal pressure to be constantly “productive”, the culture of the San Francisco Bay Area, and various other reasons. On top of these already existing expectations, millennials have to fight against negative stereotypes placed on their entire generation, which in total amounts to a whole lot of stress. Our campaign, hella happy, seeks to remind millennials in the Bay Area to fully embrace what makes them happy, regardless of what others may say. The desired end result of this campaign is a series of graphical elements that appear in seemingly spontaneous locations within and around the city of San Francisco, such that any appearance of it would brighten the day of a spectator. Intentional in our approach to not directly push lifestyle changes onto our audience, hella happy fully utilizes stereotypical millennial tropes in

the form of beans to provide a sense of relatability that indirectly remind the viewer of what brings them joy.

We want to encourage a reclamation of stereotypical characteristics and activities, because no one should be ashamed of partaking in whatever they need to maintain their personal well-being.

Research We began our research with brief case studies and comparative analyses of similar campaigns.

By understanding the relative ineffectiveness of methods pushed by those already existing happiness campaigns, we took a step back and defined our own skeleton for the body of our mission. People in general don’t seem to take unsolicited advice for self-help very well, so instead of displaying helpful tips or howto’s, we found that creating relatable personas would give our demographic figures with individual traits to empathize with.

Planning Future steps for our campaign would require further research of our target demographic, specifically regarding what makes them truly happy. This would require more interviews and a diverse range of surveying. As of now, we have five millennial personas.

Ideally, this number would be a few more, so that everyone in eyesight of the campaign can easily identify with some piece of one of our characters. Our team would have to expand to include more folks who

could do bulk interviewing and demographic studies.

Communication To fully establish the future success and retention of our campaign, collaborations with other organizations are imperative. The first tier of outreach shall be to pair with transportation services around San Francisco, such as the BART or MUNI systems, both above and below ground. Since a majority of our audience relies on public transportation to make their way around the city, this collaboration will not only will ensure exposure in their advertisements and billboards, but also celebrate these functional systems of transportation that tens of thousands of people rely on daily. The next tier of partnerships might be relevant brands that our characters express brand loyalty with, as per their archetype, such as local shops and breweries for “Nekbeerd”, or regional Starbucks Coffee shops for “Felicia”. Proper reviews will be implemented in depth as graphical elements of these collaborations must align with both our and our partner organization’s

branding standards.

Implementation Establish project assessment procedures so that the design process can be improved in the future.

Our project assessment has two equally functional procedural methods -- hits made on our website, hellahappy.us, and by counts of social media shares on platforms that utilize hash-tagging functions. This allows us to gauge user involvement -- whether or not people are invested enough in our cause to publish a post regarding what brings them joy on to our public website, or to do so on their own accounts in the name of our campaign. This count requires that the rest of our campaign stays relevant enough to effectively.

21 Design Analysis : : Chelsea Best

Chelsea Best _ My role as a member of this team focused on management, organization, research, and media strategy. I worked with my group setting schedules and organizing our agreements in terms recognizable by all parties through group meetings and through the use of collaborative programs for viewing and editing our group schedule and project files. Over the weeks of our campaign development I consistently drafted required project elements such as the project proposal and process manual layout and contributing to its content while also designing the brochure, direct mailer, and print poster series.

The final days of the campaign leading up to the pitch were spent gathering content from group members, editing the images and copy to respectively fit our branding standards and each respective publication the content was formatted for. It has been a learning experience and a pleasure to share my knowledge of research, time management, and business experience with my group while learning more about the mainstream millennial generation. _ Our team’s design problem focuses on millennial work-life balance in the San Francisco Bay Area.

Against popular belief, millennials are statistically not lazy, job-hopping, adult-children (to use some harsh stereotypes) and they do face a world of uncertainty and overwhelming choice that has not been encountered by previous generations. While our campaign does not attempt to change the world to be more manageable, or tell people how to live, we do provide a moments respite from the chaos that makes up the modern world.

The best way to reach an audience is through their own medium, so hella happy uses humor and instant gratification as a method for stress relief, even if it is only momentary we seek to lighten the load from everyone, not just our millennial target audience. Our approach through the use of illustrated characters focus on millennial traits, but stays ambiguous enough to attract a wider range of demographics who can relate to something on at least one character, or to the simple fun and entertainment of seeing such silly images full of color in their everyday environment.

From the light user testing we conducted of our concept and printed material we received a positive response rate to our campaign where we found confirmation in mainstream millennials being attracted to the images and message, and other demographics at least finding entertainment in the graphics themselves. Because our testing groups were limited to a narrow area and demographic I am hard-pressed to state outright that this campaign, if implemented, would be a complete success. More testing is needed. _ Research was conducted on all parts that I participated in, I can not account for other works produced outside of my involvement. This research took the form of personal understanding through selfreflection and through the construction of personas based on everyday average audiences from our target demographic. Because I do not fit into the target demographic I bolstered this initial anecdotal research with demographic and generational data and perception driven research articles. The key findings pointed to a misunderstanding of millennials by other

generations and likely causing negative reactions in millennials themselves. This pointed to a need focused on subtly bridging the gap between millennials and other generations by making even slight similarities apparent. This is done through the ambiguous illustrated characters that allows non-millennials to associate to details through the want of perception, people seek similarities in others and these characters allows for this. Beyond a sense of understanding our campaign does not seek to tell people how to live to be happy, instead giving people something to find funny for a moment. Fun characters and bright colors help to evoke smiles and a sense of well being. _ Planning revolves around setting the campaign to launch from mid February through March to coincide with the International Day of Happiness on March 20th, just in time for the change in season and spirits into Spring. To do this we require seasonal employees to participate in the set up and running of our participation in the Day of Happiness celebrations. We will function as an online presence year round through our website which requires minimal maintenance with a more intensive management team for the online store. Sales pay our seasonal and salaried employees with the rest contributing to new and fresh branding for each new year as Spring approaches. New branding means we will employ graphics and marketing teams to adjust to generational changes throughout the years and these campaign material strategies will need to be prepared and implemented by the month of March. _

Communications for our main event planning funnel through Action for Happiness who has contributed to San Francisco’s previous celebrations for the International Day of Happiness. To fond out more information visit www.dayofhappiness.com. This also points to the issue that San Francisco does not have a steady central celebration for this event. To move forward our campaign needs to be proactive in the organizing element to make our ideas a reality.

Another issue is the start up costs for the campaign.

While we will generate income year round through our online and occasional urban pop-up stores, we need to acquire funding and recognition to kick off our campaign and the accompanied store. To make our concept a reality we need to be heavily involved in event organization and self- promotion by appealing to local business and organizations including the cities of the Bay Area as well. _Implementation of this project requires hard deadlines. So far our campaign has fallen flat on meeting accomplishment goals on time and to move forward successfully we need to foster an environment of dedication and a vision of our concept becoming a reality. To this we need to identify a key team of motivated individuals and supporting networks that want to a bring a bit of joy to the Bay.

Campaign Research Background Research 1. http://www.apa.org/news/press/releases/stress/2014/stress-report.pdf 2. http://link.springer.com/article/10.1057/ejis.2014.3 3. http://www.usnews.com/news/articles/2015/06/24/labor-department-survey-suggests-work-lifebalance-largely-unchanged-since-2003 4. http://careerlink.com/lp/work-life-balance-millennials-vs-ideal-worker/ 5. http://link.springer.com/article/10.1007/s10869-010-9177-2 6. http://www.pwc.com/gx/en/hr-management-services/publications/assets/pwc-nextgen.pdf 7. http://www.sciencedirect.com/science/article/pii/S019188691530057X (connecting happiness vs loneliness) 8. https://dcp.ufl.edu/spotlights/witty-tidy-and-upscale-what-millennials-like-in-store-design/ 9. http://www.calmis.ca.gov/specialreports/LBD2014_SanFranReg.pdf 10. https://medium.com/the-mission/the-14-most-destructive-millennial-myths-debunked-by-dataaa00838eecd6#.ku8kun7wk 11. http://www.cio.com/article/3105672/leadership-management/how-to-prevent-millennials-fromburning-out-at-work.html Editorial Research 1. https://www.wired.com/wp-content/uploads/2015/03/WMG_Media_Kit_2017_v3.pdf 2. http://www.demos.org/data-byte/demographics-retail-workforce 3. http://socials.uk.vice.com/documents/media-kit/Vice_Media_Kit_2013.pdf 4. https://www.bls.gov/regions/west/summary/blssummary_sanfrancisco.pdf Budget References 1. https://www.google.com/url?q=http://clearchanneloutdoor.com/how-to-buy/rates/?%23bulletins&sa= D&ust=1489467303977000&usg=AFQjCNEHF-yrWGSzKxXYDhEKN3yvCROyVQ 2. https://www.google.com/url?q=http://clearchanneloutdoor.com/how-to-buy/rates/?%23transit-shelternetworks&sa=D&ust=1489467303978000&usg=AFQjCNHJsSIKWcE60eAnvTawsdGdCgv5KA 3. http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/ 4. http://clearchanneloutdoor.com/products/transit-shelters/?#digital 5. http://www.billboardsin.com/california/san-francisco 6. http://www.bluelinemedia.com/subway-advertising

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