Our Home: Strength in Stories Campaign by Maria Guerrero

our home strength in stories Kelsey Scherer Maribel Gray Passent Saad Gaby Bonilla July Ospina Celie Yann Daniel Redfern

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Our Home | May 2012

CONTENTS Research

Demographic Research

Ethnographic Research

Competitive Research

Campaign Brief

Strategies and Tactics

Brand Guidelines Print Collateral Website Social Media PSA Motion Graphics Event

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RESEARCH

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DEMOGRAPHIC RESEARCH UNITED STATES POPULATION TOTAL U.S POPULATION: 308,745,538

ASIAN AMERICANS IN THE US According to the 2010 Census, there are 14,674,252 Asians living in the United States. However, according to the Facts for Features(revised 4/29/2011) there are 17.3 million Asian alone or in combination with another race in the United States.

{

ETHNICITY

CALIFORNIA

HISPANIC NON-HISPANIC

NEW YORK

HAWAII TEXAS

84%

NEW JERSEY ILLINOIS

0.2% 1% 5%

WASHINGTON

RACE WHITE AFRICAN AMERICAN

13%

{

16%

CHINESE FILIPINO

ASIAN INDIAN VIETNAMESE

Over 75% of all Asian Americans live in these ten states.

These groups account for about 80% of the Asian

Asian Americans usually concentrate in urban and coastal areas. Outside of metropolitan areas, there are concentrations of Asian Americans near colleges and universities.

ASIAN AMERICAN INDIAN NHPI OTHER MORE THAN 1

72%

OVER 66%

OVER 60%

of Asian Americans were US citizens

of Asian Americans were foreign born.

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33% by birth 27% by naturalization

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DEMOGRAPHIC RESEARCH $68,780

12.5%

17.2%

Median household income for Asian-Americans in 2009. Median household income differed greatly by Asian group. For Asian Indians, the median income was $90,429; for Bangladeshi, it was $46,657. The poverty rate for Asian-Americans in 2009, not statistically different from the 2008 poverty rate. Between 2008 and 2009 the poverty rate increased for non-Hispanic whites (from 8.6% to 9.4%), for blacks (from 24.7% to 25.8%), and for Hispanics (from 23.2 to 25.3%). Percentage of Asian-Americans without health insurance coverage in 2009, not statistically different from 2008.

PERCENT OF UNINSURED CHILDREN ALL CHILDREN

11.7

CHILDREN IN POVERTY

14.1 AGE 11.3 11.1 12.6

UNDER 6 YEARS 6 TO 11 YEARS 12 TO 17 YEARS

RACE AND HISPANIC ORIGIN 7.3

WHITE, NOT HISPANIC BLACK

50% 85%

20%

The percentage of Asian-Americans 25 and older who had a bachelor’s degree or higher level of education. Compared with 28% for all Americans 25 and over. The percentage of Asian-Americans 25 and older who had at least of a high school diploma. This is not statistically different than the percentage for the total population of Native Hawaiian or Other Pacific Islander alone, 85 & 86% respectively. The percentage of Asian-Americans 25 and older who had a graduate or professional degree. This is compared with the 10% for all Americans 25 and older.

ASIAN

11.4

HISPANIC

BACHELOR’S DEGREE OR MORE 25+ HISPANIC ASIAN ALONE BLACK ALONE NON HISPANIC WHITE ALONE

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10% 20% 30% 40% 50% 60%

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DEMOGRAPHIC RESEARCH 589,000

1.5 million

2.6 million

79% 258,183 47% 105,300

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The amount of Asian-Americans voted in the 2008 presidential election than in the 2004 election. All in all, 48% of Asians turned out to vote in 2008 â&#x20AC;&#x201C; up 4% from 2004. A total of 3.4 million Asians voted. Number of businesses owned by Asian-Americans in 2007, an increase of 40.4% percent from 2002. In 2007, 44.7% of Asian-owned businesses were in repair and maitenance; personal and laundry services, professional, scientific and technical services; and retail trade. The number of people 5 and older who spoke Chinese at home in 2009. After Spanish, Chinese was the most widely spoken non-English language in the country. Tagalog, Vietnamese, and Korean were each spoken at home by more than 1 million people.

49%

80% 35.3 40.6 million

Of Asian-Americans spoke a language other than English at home. About 40% spoke English very well. The number of Asian-American military veterans. About one in three veterans was 65 years and older. of all Asian-owned firms were Chinese and Asian-Indian owned. Physicians and surgeons who report only Asian as their race. People of this race comprise 15% of the US physicians and surgeons.

161%

63%

The proportion of civilian employed Asian-Americans 16 and older who worked in management, professional and related occupations such as financial managers, engineers, teachers and registered nurses. Additionally, 17% worked in service occupations, 22% in sales and office occupations, and 10% in production, transportation, and material moving occupations. Revenues for Asian-owned firms surpass $326 billion. Percentage of Asians living in households with Internet use â&#x20AC;&#x201C; the highest rate among all race and ethnic groups. The median age of the Asian-American population in 2009. The corresponding figure was 36.8 for the population as a whole. The projected number of US residents in 2050 that will identify themselves as Asian or Asian in combination with one or more other races. They would comprise 9% of the total population that year. The projected percentage increase between 2008-2050 in the population of people who identify themselves as Asian or Asian in combination with one or more other races. This compares with a 44% increase in the population as a whole over the same period of time.

The growth rate between 1990-2000 for Asian-Americans. This formed the fastest growing ethnic group in this time.

Our Home | May 2012

DEMOGRAPHIC RESEARCH Arlington County 9.5% Asian-American population in Arlington. 23.1% 29% 70.1% 9.5% 5.2%

14.7%

Asian-American population in Loudoun.

People in Arlington that are foreign born.

21.7%

People in Loudoun that are foreign born.

Speak a language other than English at home.

57.2%

People in Arlington (Age 25 or older) that have a bachelor’s degree or higher.

13%

Firms in Arlington that are Asian-owned

407.7%

(4,685) of Arlington speaks an Asian/Pacific Islander language at home. This includes: Chinese, Korean, Japanese, Vietnamese, Hmong, Khmer, Lao, Thai, Tagalog/Pilipino, Dravidian languages of India and other languages.

Prince William County

People in Loudoun (Age 25 or older) that have a bachelor’s degree or higher. Firms in Loudoun that are Asian-owned Percentage the Asian-American population grew in Loudoun Country between the years of 2000-2010.

Fairfax County

7.5%

Asian-American population in Prince William.

17.8% 30.3%

21.3%

People in Prince William that are foreign born.

Asian-American population in Fairfax.

15.6%

People in Fairfax that are foreign born.

49.9%

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Loudoun County

of foreign born population originate from Asia.

38.1%

Speak a language other than English at home.

17.3%

Firms in Fairfax that are Asian-owned.

37.5% 9.3%

of foreign born population originate from Asia.

People in Prince William (Age 25 or older) that have a bachelor’s degree or higher. Firms in Prince William that are Asian-owned

Our Home | May 2012

ETHNOGRAPHIC RESEARCH Religion Pluralism Religion and community volunteerism have a connected, although complex, relationship(Becker and Dhingra 2001). Only a few ethnographic studies have addressed the relationship between religion and community volunteering for Asian Americans. Although studies have demostrated that religious

PHASE 2 Uncovering Social Meanings within the Asian Americans

Abstract

“RELIGIOUS BELIEFS COULD ALTER VOTING PARTICIPATION”

This paper discusses the social commonalities and differences across Asian American ethnicities. It examines, in particular, the religious pluralism within Asian American population and how family members have shaped second and third generation of Asian Americans; and how the gender roles within Asian American families influence community and personal views within each other. Various examples of ethnographic research of Asian Americans involve survey and questionnaires in conjunction with articles and observations that will illustrate social patterns related to gender roles, family structure, beliefs, education, preferred mediums of communication and the various meanings of labeling a race.

Purpose The observations will aim to capture logical patterns and social structure within the Asian American community in order to better address voting and non-voting participation within. Consequently, observations will aim to build a structure for an Asian American voting campaign that will identify the underlying problems of the non-voting population for the purpose of changing non-voters to voters.

Figure 1

Religion Pluralism Religion and community volunteerism have a connected, although complex, relationship(Becker and Dhingra 2001). Only a few ethnographic studies have addressed the relationship between religion and community volunteering for Asian Americans. Although studies have demostrated that religious

“RELIGIOUS BELIEFS COULD ALTER VOTING PARTICIPATION” Corcoran College of Art + Design | Junior Design Studio

organizations alter the meaning and form of community volunteering, which will consequently alter voting participation. Figure1. As of 2010 US Census, Asian Americans shared the larger variety for members of American non-Christian religions, such as Buddhism, Hinduism, and Islam. In addition, Asian Americans belong in a significant number to the two dominant forms of American Christianity, Catholicism and Protestantism. Figure 2. Since the US Census doesn’t require religion as mandatory information, therefore we will encounter limited information in Religion percentage within the Asian American population.

Maria Bonilla

Our Home | May 2012

Gender Roles

organizations alter the meaning and form of community volunteering, which will consequently alter voting participation. Figure1.

Will examine second and third generation Asian Americans’s gender roles within the family structure of all ethnicities. This examination was based on various articles. Data including interviews with college-aged Asian Americans of different religious traditions and ethnic backgrounds. Mothers and fathers were mentioned more often followed by extended kin, siblings, and relatives, who acted as what we call “reinforces,” to the roles that parents played in religious

As of 2010 US Census, Asian Americans shared the larger variety for members of American non-Christian religions, such as Buddhism, Hinduism, and Islam. In addition, Asian Americans belong in a significant number to the two dominant forms of American Christianity, Catholicism and Protestantism. Figure 2. Since the US Census doesn’t require religion as mandatory information, therefore we will encounter limited information in Religion percentage within the Asian American population.

ETHNOGRAPHIC RESEARCH

“MOTHER ROLES COULD POTENTIALLY INFLUENCE OTHERS TO VOTE” Figure 3

Interviews explain the female-mother-role is one that influences the most in religion, moral and values to the Second and Third generation. In contrast, the male-father-role is more likely to be less influential and more emotional-distant. Although, research has shown that when Asian Americans mentioned “family,” they referred to a more complex system of influential people that included but was not limited to their parents(Park and Ecklund 2007).

Figure 2

Topic Conclusion

Research has shown that Asian Americans’ that are religiously involved within a religious belief (specially Catholicism and Protestant) are more likely to volunteer in non-religious activities, for example: civic, social or community services. Therefore, implies a morelikely interest in voting and being an advocate for voting participation. Our campaign will enhance this positive link between religion and individual through involvement with religious congregations.

Analysis has shown the impact of family within the Asian American population specially female role. Therefore we find it essential to target female-mother-role for our campaign success since statistics and research has shown that they could propagate the message to their families and others more rapidly. At the same time, but not limited to female role since interviews show that Asian American influences also arise from their families and the called ‘extended kin’ -which is somebody like a cousin or/and a friend that is like family. Therefore, leading us to believe the potential of advocacy and the power of influence they have within each other and their communities since Asian Americans have shown that they are more likely to do what their family and extended family are doing.

Gender Roles Will examine second and third generation Asian Americans’s gender roles within the family structure of all ethnicities. This examination was based on various articles. Data including interviews with college-aged Asian Americans of different religious traditions and ethnic backgrounds. Mothers and fathers were mentioned more often followed by extended kin, siblings, and relatives, who acted as what we call “reinforces,” to the roles that parents played in religious

“MOTHER ROLES COULD POTENTIALLY INFLUENCE OTHERS TO VOTE” Figure 3

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Topic Conclusion Analysis has shown the impact of family within the Asian American population specially female role. Therefore we find it essential to target female-mother-role for our campaign

Parenting Studies and interviews have shown that the vast majority of Asian Americans shared a likeness in parenting. Meaning the way Asian Americans were raised regardless of country of origin. Second and Third Generation particularly college students explained the structure of morals and behaviors they were taught as children were among: stressing education to the higher levels possible, hard work ethics, respect for the elder, respect for past history, among others. As Maryam, a Pakistani Muslim provided an example when asked what do Asian American have in common besides the obvious:

“WHAT DO ASIAN AMERICANS SHARE IN COMMON?”

I think a lot of their morals, or respecting of parents and this and that. The way we grew up is kind of similar. A lot of morals and things. I know there’s a lot of Muslims in Singapore and Malaysia and stuff so I guess religion too could be similar. . . . There’s Chinese Muslims too, which I didn’t realize until I came to University of Houston, you know, that there were Muslims in that part of the world. Which is stupid of me but you don’t know until you meet people(Park 2008). Even though there are some Asian Americans who will be more Americanized than others, Maria Bonilla the roles that their parents played are still immensely important since this race has shown their importance on family values.

Topic Conclusion

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Education Foremost Asian Americans share a high level of education. Figure 4. Even though, there are desegregated within certain ethnicities of the Asian American population. Figure 5.

Asians are higher Educated us popula:on

asian alone

asian aoic 51%

ETHNOGRAPHIC RESEARCH “WHAT DO ASIAN AMERICANS SHARE IN COMMON?”

less than high school

21%

19%

13%

high school

some college or bachelor's degree or associate higher

Source: U.S. Census Bureau, 2009 American Community Survey Figure 4

Educa*onal A/ainment by Ethnicity

bachelor's degree or more na5ve hawaiian guamainian

samoan tongan

69%

asian indian ﬁlipino

Even though there are some Asian Americans who will be more Americanized than others, the roles that their parents played are still immensely important since this race has shown their importance on family values.

japanese korean pakistani chinese thai

Topic Conclusion

vietnamese hmong

Throughout the ethnographic research we find that it is very important to not generalize the Asian American population since their ethnicities are different. At the same time we found the importance on finding the common ground that Asian Americans shared besides the obvious. This common ground is -the way they were raised- gives us an open-eye on how to mass connect with all of them without excluding any ethnicities. By emphasizing a presumed set of shared values among all Asian Americans who must negotiate both the culture of their parents and the culture of the American mainstream (Park 2008). The discussed subject will play an important role in our campaign. Perhaps, on mass connecting with our audience we would potentially aim for autobiographical storytelling.

lao5an cambodian 0%

10%

20%

30%

40%

50%

60%

70%

80%

Note: 25 years and older Source: CARE, Federal Higher Education Policy and the AAPI Community, 2010 Figure 5

Education Foremost Asian Americans share a high level of education. Figure 4. Even though, there are desegregated within certain ethnicities of the Asian American population. Figure 5.

Statistics and sociologist research has shown the importance of education within the Asian American population. At the same time this topic makes one wonder the disconnection between education and voting for the Asian American population. The lack of correspondence between group-level educational attainment and voting rates is evident not only in comparisons between Asian Americans and members of other racial and ethnic groups, but also in comparisons across national origin groups for Asian Americans(Wong, 2011).

Asians are higher Educated us popula:on

asian alone

asian aoic

Various hypothesis done by prolific researchers stated that the higher education the most likely to vote. Perhaps this hypothesis could not apply to the Asian American population. Although, gives our campaign a more complex scenario in which social-capital meaning voting participation is lacking in a well-educated race.

51%

less than high school

high school

“VOTING AS A TOOL FOR EDUCATION”

21%

19%

13%

some college or bachelor's degree or associate higher

Topic Conclusion Our campaign will stress the importance of education in aim to connect with the Asian American needs. Perhaps, we will project voting as an education tool for their communities. The ways in which embracing education could vary, for example: sponsoring scholarships. Therefore, our approaches will positively link education with voting as a social-capital.

Source: U.S. Census Bureau, 2009 American Community Survey Figure 4

Educa*onal A/ainment by Ethnicity bachelor's degree or more na5ve hawaiian guamainian

samoan tongan

69%

asian indian

Maria Bonilla

ﬁlipino japanese korean pakistani chinese

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thai

Our Home | May 2012

vietnamese hmong lao5an cambodian 0%

10%

20%

30%

40%

50%

Note: 25 years and older Source: CARE, Federal Higher Education Policy and the AAPI Community, 2010

60%

70%

80%

ETHNOGRAPHIC RESEARCH Mediums of communication US Census 2010 suggests that 73% Percentage of Asians living in a household with Internet use , the highest rate among race and ethnic groups. In which NAAS (National Asian American Survey) suggests that Asian Americans use the internet mainly for daily news and other; and the less for political news. Figure7.

Connotation and Denotation of a Racial Label Based on an article written by Jerry Z. Park and other research we will explore the meanings attributed to the pan-ethnic racial identifier -Asian American- in the aim to provide evidence that the term’s original meaning as a racial political identity has diversified into a plurality of meanings. The label Asian American, which was originally formulated as a political movement symbol seems to diverse its meaning within the new generations of Asian Americans’. This diversion seem to have changed due to major demographic and cultural factors that have affected the Asian population(Park 2008.) These definitions reflect ethnic and religious diversification as well as stereotyping and the immersion of the American culture. Figure 6. For some, the label referred to:

“PLURALIZED MEANINGS OF A RACIAL LABEL!”

•

Ethnic diversity -but a tension appeared in many responses over what diversity includes.

•

Religious diversity and/or American evangelicalism.

•

The term remind them of the model minority image and the constraints they felt it impose on them as a controlling image.

•

Set of shared values among all Asian Americans

•

A description of themselves meaning: •

Balance the culture of their parents and their own American culture.

•

Loss of their ethnic culture and gradual replacement with the American culture.

Asian Americans Internet Usage

“INTERNET CAN START ASIAN-VOTING COMMUNITIES”

27%

34%

day's news ﬁnancial info poli9cal news

19%

20%

other

Source: National Asian American Survey 2008 Figure 7

On asking what Asian American meant, Raj, an Indian Hindu, explained: I definitely think of Asians. Like Chinese and Korean, that Asian. But I would definitely be considered Asian American like on the ACT when I took the test, I definitely marked “Asian American” . . . it always reminded me more of Asians but . . . in a broader sense . . . India is definitely part of Asia so and I’m definitely American, so I would consider me an Asian American(Park 2008). The answers vary, for example the response given by Eunjoo, a Korean Protestant leader of a multi ethnic evangelical organization says: Immediately I think Christians. I think yeah probably because I’ve been exposed. Every time I’ve met an Asian they’ve belonged to a church or something. But I think instantly when I think Asian American I think, you know, Christian(Park 2008).

Topic conclusion Our campaign will focus on various mediums forms of communication but most importantly through internet-based communities as chat rooms, forums and more. The presented data led us to believe a connection with Asian Americans though online communities since they are more likely to be online. Our campaign will witness the benefits of digital worlds for the individual with different backgrounds. A Stanford Journal of Asian American Studies enhances the internet as a tool for building communities within the Asian American population. The study explains the importance for Asian Americans to stay connected to their roots through interaction with family members that live in other countries. Also explains that Asian Americans are more likely to spend time online since their cultural backgrounds seem to be unimportant in a non-physical community like internet-social-networks.

Maria Bonilla

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competitive ReseaRch Framework of analysis Objectives Strengths Performance Indicator Specific Target Audience

Ascend Asian American Journalists Association Asian American and Pacific Islanders in Philanthropy Asian & Pacific Islander American scholarship Fund Asian & Pacific Islander American Health Forum Association of Asian Pacific Community Health Organizations

List of community involved asian american organization Southeast Asian Resource Action Asian Pacific Islander Vote Asian American Legal Defense and Education Fund

Committee of 100 Japanese American Citizens League National Asian American Pacific Islander Mental Health Assoc. National Alliance of Vietnamese American Service Agencies

Leadership Education for Asian Pacific, Inc 80-20 Initiative Organization of Chinese American The National Association of Asian American Professional Asian American Federation Asian Pacific Community Fund ( Los Angeles) Asian American Government Executives Network * A comprehensive analysis submitted during phase I

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132

competitive ReseaRch interviews with community Leaders Interviewee Eileen L. Morrison

We help organize a national level strategy and give technical assistance to those organizations that need assistance in developing their board, financial management, and program design.

Director of Development & Operations

National Strategies specific to Get Out the Vote efforts

The efforts of the organization

We educate people about the election. When to register, when the polls are open, how to get to the polls. We organize rides for the elderly who donâ&#x20AC;&#x2122;t have access. We ensure that there are translators available at the polls and there are translated ballots.

Southeast Asia Resource Action Center

We are a national organization that acts as a connector. We have national level partners as well as local organizations whose main focus are the Southeast Asian communities. We rely heavily on those partnerships. Examples on how the organization achieves its goals So for example in MN there is a community garden, where they grow vegetables, so a local organization would have a registration drive in efforts to get out the vote to the workers of this community. Another organization in Oakland for example that helps local Asian Americans with tax preparation services and enrollment in food stamps. They would educate the clients who are coming in on Get Out the Vote issues. Get Out the Vote efforts We propose strategies to the government in order to receive funding in efforts to get out the vote for the Asian American population. The funding gets distributed to local organizations that assist in conducting the ground work.

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Strategies of Organization

We work with national organizations making sure that Asian Americans are not discriminated against. We donâ&#x20AC;&#x2122;t just focus on Southeast Asian issues such as immigration, in addition we focus on Pan Asians issues as well. Educational Approaches We educate in two ways. On Capitol Hill by talking with congress to testifying against or for current issues such as education, aging and immigration. We educate the decision makers as well as educating the community. By presenting the current issues on panels at conferences. We interact with local communities by hosting events to educate the communities about financial literacy as an example. In addition to this, we conduct focus groups to expand and refine the financial literacy curriculum for Southeast Asians and Pan Asians.

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143

competitive ReseaRch Asian American Legal Defense and Education Fund

Voter mobilization efforts

Interviewee Ujala Sehgal

We hold voter registration drives every week to educate on issues at the courthouse, we register new Asian citizens to vote. We conduct efforts at a basic level, but we also advocate at broader level on political issues such as photo ID laws, voter suppression laws, and the redistricting which is a big part of voting rights as well.

Communications Coordinator Organization involvement in regards to voting rights We monitor all elections on a local and a national level. We monitor exit polls to see if they are in compliance with voting laws such as language assistance. We ask Asian Americans their voting preferences. Since this data doesnâ&#x20AC;&#x2122;t exist on Asian American voters. A reason why their preferences are ignored. In 2008, we monitored 220 poll sites across the United States including Virginia. We had a number of volunteer attorneys, law students and community organizers assisting. We surveyed about 17,000 Asian Americans voters on their preferences. The importance of voter suppression laws and the consequences on communities An example of this is My Vote in New York lead by 60 civil rights organizations. This is about the new laws that make it difficult for people to vote. For example in the Civil Rights - literacy tests were designed to suppress blacks and prevent them from voting. Now they have proof of citizenship and ID laws which are expensive and difficult for Asian Americans to obtain as well as other minorities. These laws actually reduce the ability of minorities to vote. Currently, there is a huge rally against these laws all across the United States. If there is a republican candidate who is introducing all of these creeping legislation throughout the country, there will be a voting access issue.

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Redistricting Redistricting is how districts are drawn every ten years. In pre civil rights era, redistricting laws were drawn so that minorities voters would not have the power to vote. If ten percent of the population is a minority, in theory there would be ten representatives of that state, ideally one out of those ten representatives to be represent minoritiesâ&#x20AC;&#x2122;s views. Except that doesnâ&#x20AC;&#x2122;t happen, if ten of all the district are a minority, that means zero will represent minorities views. The only way to have one out of ten is if that ten percent of those people are kept together so that they can vote otherwise they will just be diluted throughout. Then it would be a situation where thirty percent of the country is a minority and zero percent of the politicians represent minority. Know that the process of redistricting is not about race as much as it is about keeping communities of interest together. Therefore we advocate for districts to be drawn, so that the Asian American population within the states would not become diluted completely among the district lines. Measuring success If the Asian American population know their needs are being met, more will vote.

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competitive ReseaRch Interviewee Maria Mastorakos

Best places to recruit

Former Director of Protocol at the Department of Veterans Affairs and Event Coordinator with the NRC. Currently an Event Coordinator for the Ramney Campaign and a former Event Coordinator of the Bush campaign.

The best place to register people to vote is through universities and college campuses. I organized voter drives on college campuses for the RNC to recruit young people to vote. Then identify people that would be interested in being the leaders of that group to create the one plus one aspect “evangelists” get them established and then move on to the next group on a different campus.

Introduction Emphasis on education. The best way to educate people is by getting organizations (that this demographic participate in) who are already involved in the process to get them to recruit new people into the process and educate them on the importance of voting, what their rights are, and how voting will affect them positively. Many times people don’t vote because they are not educated. As Americans, we have voting rights because we have a say in the United States. We have democracy which is enticing to anyone. A successful campaign should let people know the benefits of voting and participating in the community. Which is utilizing their right as a United States citizen to help make a change in America and yes every single vote counts. One vote can have an impact on issue and candidates.

So the partnership is crucial in any political campaign. By using these organizations that are already established and get them to assist by utilizing their members and contacts to be the campaign’s activists. These organizations target their demographics by flyers, social media which is a really good way to reach out potential young voters. Consider specific events where the Asian American communities will be as a way to reach the demographic. Consider the percentage of Asian Americans in those universities as well as local areas that are highly driven. Consider focusing on key organizations and building a network by collaborating with those key organizations.

Achieving this goal Find organizations that the culture is involved either politically or non politically and partner with them. These organizations have already laid down the foundation to promote leadership so they would sponsor campaigns that share their goals. Speak to their leaders on ways to recruit young people that have never voted before and how to register them to vote. How to recruit and register 30 - 40 year old that have never voted before. How does it effect them when they don’t vote.

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THE CAMPAIGN

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CAMPAIGN GOAL The Our Home campaign aims to increase voting among the Asian-American demographic. We will demonstrate that the United States is, in fact, their home and for this reason, everything that happens in the government affects them. Because of this, voting is important. Our campaign encourages Asian-Americans to share their stories about their communities and issues theyâ&#x20AC;&#x2122;d change if they could. By demonstrating that the United States is their home, this campaign will encourage more people to be involved in the voting process.

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Our Home | May 2012

CAMPAIGN BRIEF Elevator Pitch Our campaign aspires to increase registration and voting within Virginia’s diverse Asian-American population by emphasizing the benefits of voting to individuals and their communities. Through collaboration, personal networks, and social media, this campaign will promote the message that voting is more than a civic duty—it’s a way for this community to make a difference. We will energize a growing team of “evangelists” to advocate the importance of voting to others.

Strategies and Tactics Partner with local, regional, and national organizations involved with the Asian- American community to utilize their networks . Tactics: Voter drives at high density locations (e.g. colleges, universities, senior centers, places of worship, etc.) Create political activists who will act as evangelists for our cause. Employ an interactive educational approach highlighting the benefits individuals receive when voting. Tactics: Design marketing materials that explain the process of registration and voting to make it accessible to all ethnicities. The marketing materials will explain the benefits of voting in a clear and concise manner. Enhance loyalty to our campaign and encourage advocacy to others. Tactics: Identify issues that would resonate with the Asian-American community in order to connect emotionally with our audience. Tell stories that will engage our audience, reinforcing the personal connection, and emphasize the unique issues that Asian Americans experience. Show how civic participation is an opportunity to gain social equality. Overcome the language barrier facing some Asian-Americans. Tactics: Provide translations of marketing material in print and on the web. Recruit bilingual or multilingual volunteers in the community to spread our message. Develop a campaign that can be used as a model that can be scaled to national level. Tactics: Focus on key areas relevant to our demographic and then scale it to the national level, targeting high density areas of Asian-Americans. Create a model for engaging specific Asian-American ethnicities within the diverse demographic that can be replicated in other communities.

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Our Home | May 2012

Overview As one of the fastest-growing minorities in the United States (U.S.), Asian-Americans represent a high-impact, yet challenging group when it comes to U.S. political and voting involvement. Between 2008 and 2050, the projected increase of U.S. individuals who identify themselves as Asian stands at 161%. Compared with a 44% increase in population as a whole over the same period, it is clear that Asian- Americans can have a lasting impact on U.S. politics for years to come. However, despite these booming population projections, Asian- Americans are one of the most politically under-represented ethnic groups in the U.S. According to the National Census Bureau, Asian- Americans make up only 1% of elected officials. Although charitable organizations and individual giving have attempted to stimulate Asian-American political involvement, such efforts have failed to help Asian-American political participation in U.S. politics reach its full potential. With political decisions affecting avenues of life ranging from health coverage to child education, political awareness today has more meaning than ever. Realizing this ethnicityâ&#x20AC;&#x2122;s potential to impact U.S. politics and how political decisions affect the everyday lives of Americans, our goal is to develop a campaign to foster Asian-American political involvement in Virginia through interactive information sharing to ultimately breed a lasting community contribution, loyalty, and retention.

Demographics Make-Up and Diversity The definition of Asian-American is broad, with variation regarding ethnic groups belonging to the demographic. This can often make it difficult to understand and delineate individual persons belonging to the group. As such, identifying the Asian-American community as a large, homogeneous community is both inaccurate and misleading. In many instances, the definition of an AsianAmerican depends on the source of information. Understanding cultural differences and divides across the nationalities above poses challenges, as well as potential, when building an initiative such as ours. On one hand, while a campaign effort may be successful with a particular cross-section of Asian-Americans, the same tactic may not resonate with another. The broad scope of what constitutes an Asian-American dictates that one must be intimately in-tune with the demographic and understand interests that cater to each group comprising it.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

Communication Barriers There are thousands of Asian languages and dialects within the Asian American population. Providing a common means of communication for all Asian-Americans is challenging and intensive. Historically, many Asian exit poll respondents have encountered serious voting issues due to communication barriers, with hundreds of Asian- American voters being directed to the wrong poll site or in other cases being subject to racist remarks by poorly trained poll workers. In the 2004 elections, one in five of all respondents needed some form of language assistance in order to exercise their right to vote, either in the form of interpreters or translated written materials. Asian American voters, despite diverse backgrounds and languages, voiced common concerns across ethnic lines—citing the economy and jobs as the most important factor in their vote for President, and civil liberties as the most important civil rights issue.

US Population A Prevalent and Growing Minority Currently, Asian-Americans account for 4.8% (14.7 million) of the total U.S. population. In the states of Maryland and Virginia alone, Asian-Americans account for approximately 5.5% of each state’s population. The state of Virginia is more populous, at 8 million, than that of Maryland at 5.8 million. The Asian-American population has undergone the second-largest numerical population change, growing from 10.2 million in 2000 to 14.7 million in 2010.

Potential in Virginia Virginia’s total population growth rate from 2000 to 2010 was 13%, ranking 13th in population size, 6th in population growth, and 16th in population growth rate as compared with other states. Virginia has undergone a tangible transformation over the past two decades with minorities playing an ever-increasing role in population dynamics. Asian-Americans, specifically, have been a significant contributor to Virginia’s minority growth since the late 1980s. In the 1990s, the Asian-American growth rate in Virginia was actually slightly higher than that of Hispanics. Their population growth gives this demographic a significant stake in Virginia’s economic and political future.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

In terms of settlement, Asian-American populations have trended towards concentrating around urban and coastal areas. Not coincidentally, Virginia’s Asian-American population is also more heavily located around Virginia’s three large metropolitan statistical 5 areas (MSAs): Northern Virginia, Richmond, and Hampton Roads. These hubs are key to the economic and political vitality of Virginia, as evidenced by the fact that 70% of Virginia residents live in these areas while accounting for 82% of the state’s population growth. However, despite a powerful presence in Virginia, Asian-Americans demonstrate a lack of political involvement. Moving forward, it is critical that methods be employed to not only understand the lack of ambition in this area, but also promote education and information sharing to highlight how an increased voter pool can enhance daily life and Virginia’s future for Asian-American generations to come.

Political Inactivity The lack of Asian-American activity in U.S. politics has been supported by an array of studies and acquired statistics. National census surveys of the Asian-American population in 2010 show that while almost 50% of Asian-Americans register to vote, only 31% actually reported voting. In Virginia, of the 363,000 Asian-Americans surveyed in 2010, only 43% registered to vote. Of those 43% who registered to vote in Virginia, only 17% actually followed through with a vote. These numbers clearly highlight a deficiency in Asian-Americans voter registration, with a broad percentage failing to make their voice heard. While this may not seem pertinent in the grand scheme of all ethnicities in America, this gap signifies that the views, thoughts, and future direction of U.S. and Virginia politics are not being impacted by the full force of Asian-American community members.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

BRANDING

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

OVERVIEW Communication Brief The logo is the visual identity for the Our Home campaign. The logo combines a contemporary vector feel with a traditional calligraphic mark. The element of the brush stroke is incorporated into our logo to represent the calligraphic traditions of Asian art. The condensed font holds together as a unit, reinforcing our message that there is power when people come together. The logo will be applied to all print and web materials to uphold a visual consistency of the Our Home brand.

Metrics The metrics for the logo are determined by the response our particular demograph responds to the material. The logo should be easily recognized and through the following guidelines the logo will serve as the visual representation of the Our Home campaign. When the logo was consumed by the public, the reponse was really great. Many comments were made about the sophistication of the mark, and our audience stated they were drawn the to the clean design. Our audience also appreciated the clean and concise manner in which our materials were presented–there wasn’t an overload of facts that bombarded the viewer. Instead, our materials were clean and called them to visit the website for more information.

Concept The Our Home logo was inspired by calligraphic traditions in many different Asian cultures. The form is based on a section of the Chinese character for home. The words “our home” are set in Univers Compressed, which holds together as a unit under the shelter of our mark. The logo combines a contemporary vector feel with a traditional calligraphic mark in order to target our demographic.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

APPLICATIONS

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

LOGOTYPE USAGE Sizing There will be 1/4” of clear space at all times. When the logo reaches 1.5” in width, the tag line will no longer appear.

1.5”

.75”

1/4”

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

COLORS The colors for the Our Home campaign were chosen for their usage in many different Asian cultures. Our research showed red and orange to be prevalant in different celebrations and religious applications. The extended pallete was created for web and motion graphic application to allow for more dynamic compositions.

Pantone DS 321-5

Pantone DS 36-1

C 30 M 90 Y 99 K 33

C2 M 60 Y 100 K0

R 133 G 45 B 28 # 852c1c

90% tint

80% tint

R 245 G 130 B 32 # f18221

Extended Color Palette (For web and motion graphic applications only)

Corcoran College of Art + Design | Junior Design Studio

Pantone DS 323-3

Pantone DS 6-1

C 90 M 100 Y 100 K 15

C2 M 25 Y 100 K7

R 67 G 43 B 47 # 65292d

90% tint

80% tint

R 232 G 185 B9 # eab511

Our Home | May 2012

TYPOGRAPHY Typefaces for the Our Home campaign were chosen because of their compatibility and versatility on different deliverables. Univers Compressed evokes the feeling of a unit, reinforcing our idea that people are powerful when they come together for a common goal. Garamond was chosen as a body copy font to compliment the compressed headline font. The web applications of the typography is outlined in the editorial guidelines, on page three.

Corcoran College of Art + Design | Junior Design Studio

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ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 {(!@#$%^&*)}

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ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890 {(!@#$%^&*)} ABCDEFGHIJKLMNOPQRS TUVWXYZ 1234567890 {(!@#$%^&*)}

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ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 {(!@#$%^&*)}

Our Home | May 2012

IMAGE STYLE The imagery for this campaign will bridge the gap between various Asian cultures and communities here in the United States. We will connect landmarks and events here in the United States to similar ones that are located in different countries. The decision for each landmark or event will depend on which ethnicity of Asian-Americans are in each community.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

PRINT COLLATERAL

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

KELSEY SCHERER & MARIBEL GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

What does

HOME mean to you?

If you could

CHANGE SOMETHING in your community, what would it be?

ourhomeourvote.com @OurHomeOurVote facebook.com/OurHomeOurVote

KELSEY SCHERER

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

kami rumah

rumah kami

ourhomeourvote.com facebook.com/ourhomeourvote twitter.com/OurHomeOurVote

KELSEY SCHERER

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

rumah kami

kami rumah

SHARE YOUR STORY Thursday, April 19, 2012 Join us at the Mason Dreamers Event and tell us what home means to you!

@OurHomeOurVote facebook.com/OurHomeOurVote

KELSEY SCHERER

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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PRINT COLLATERAL: BUTTONS, STICKERS & BUSINESS CARDS For the print materials I took the logo from Kelsey and applied it to a template that I had used preiviously for another project. Then once I had the design approved by the group, I printed the stickers. Next for the business cards I compiled my images that the group approved and created a functioning QR code. The purpose of the QR code is to link a smartphone user to our home campaign website. Finally I put together more than 100 buttons, 100 stickers and 200 business cards to hand out at both public campaign events. My purpose for selecting buttons, stickers and business cards was to have personal marketing items that people could take with them. The purpose of the buttons was to have people wear them at our events and take them home. The stickers are more versitale item that can be placed on clothing, bummers, purses, computers or where ever people would like to place them. These items would encourage additonal interest from others in the Asian-American commuinty to ask about â&#x20AC;&#x153;our homeâ&#x20AC;? campaign, and hopefully registering to vote. All print collateral were placed into giftbags that were handed out to the congretation on our April 22, 2012 event at the Seoul Presbyterian Church in Fairfax Station, Virginia.

Corcoran College of Art + Design | Junior Design Studio

Daniel Redfern

Our Home | May 2012

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ourhomeourvote.com facebook.com/ourhomeourvote twitter.com/OurHomeOurVote

Daniel Redfern

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Daniel Redfern

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Daniel Redfern

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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OVERVIEW My focus for our group was finding images that represented the Asian- American commuinty throughout Northern Virginia to show to our demographic group and use in our campaign materials. The group decided that I should look for images of Korean churches, businesses and any other location I might hear about while taking pictures. The imagery would provide Asian-Americans with an opportunity to view photographs of places such as churches and business that they could identify with, and want to find out more about “our home” campaign. First, I took pictures of Korean Presbyterian Churches. I included in my photographs commerical church signs and pictures of the entire church. I quickly figured out that Korean churches in Northern Virginia look the same. They share the same architecture such as windows and steeples. The churches looked ordinary because most of the churches have been purchased by Korean religious groups when older congregations sell the churches. Next I went to a Buddhist temple and then concentrated my attention on the businesses in Annandale. I took pictures of different types of restaurants, sushi bars and nail salons. Aside from a few Korean symbols, I felt all the businesses seemed to look the same, like any other strip mall. I even went to a private residence and got permission to take a picture of their Buddhist temple statute that was in their front lawn. Although I drove over 200 miles taking various photographs, my group decided my images were “disconnected”. Looking back at my photographs I believe they were disconnected as well. I am not sure these churches and businesses want to stand out in Northern Virginia. The pictures reflect how many ethic groups are included in the Asian-American commuinties in Northern Virginia. My task was then to find images of people from specific ethnic groups such as Hindu, Vietnamese and Korean engaging in their communities. Without having a personal connection to anyone who could provide me with opportunities to interact and take pictures with their permission, I went online. At this point I found photographs that the group liked and used in our campaign. In the future when I need gather imagery for a certain project, I will defintely talk to people in the demographic commuinty to build a more personal connection before I start taking any pictures. I would also look for images that have a coded and non-coded message for the commuinty to identify with on both levels. In the beginning of the project I emailed Ilryong Moon who an At large School Board Member in Fairfax County. Mr. Moon is Korean and successful business man. I thought he would provide me with some ideas for our group campaign. When a member of his staff emailed me for a meeting, the group had gone with a different direction. Imagery and Print materials that were used for “our home” campaign were designed to be useful and attractive. The specfic imagery used was to showcase community and celebrate diversity in Northern Virginia. Aimed at getting a specific demograph to register to vote and have their voices heard. Daniel Redfern

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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PRINT COLLATERAL: CALL TO ACTION A call to action card was designed for the Our Home event held at the Seoul Presbyterian Church Embrace Ministry held on Sunday, April 22, 2012. This card was included in the gift bags that were left with event attendees. It serves as a reminder that the ultimate goal of the Our Home campaign is to encourage Asian-Americans to vote. Specifically, the campaign encourages participation in the upcoming presidential election on Tuesday, November 6, 2012. The call to action card was 2 inches x 2 inches and had a simple reminder message to vote and information on how to obtain a Virginia Voter Registration Application form if the event attendee has not already been registered to vote. For convenience, a QR code is included in the design to allow smartphone access to the campaign website.

MARIBEL O. GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

414

PRINT COLLATERAL: LANGUAGE COLLAGE IMAGERY The collage of the words “Our Home” translated into the different languages of the countries of origin of Asian-Americans was initially conceived for the intent of being placed as a background image for the Our Home campaign website. However, it’s versatility resulted in its use in additional web and social media applications as well as in the print materials. In each case, the image was modified to the collateral in which it was being used. Although not an exhaustive list of translations, it was meant to be as inclusive as possible. Every attempt was made to verify that the translations are correct. Part of the campaign concept is to target those ethnic groups in the local area who are the most prominent. These languages would be emphasized in the campaign material.

MARIBEL O. GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

WEBSITE

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEB DELIVERABLES Website The website serves multiple functions within the overall concept for the campaign to increase voting among Asian-Americans. The website plays a pivotal role as a communication hub for the campaign. In addition, the website is meant to be educational about the voting process and will reiterate the call to action for the campaign which is to have Asian-Americans vote on Tuesday, November 6, 2012 in the upcoming Presidential election. To encourage increased interactivity with the website by Asian-Americans, a blog component is included on the website where Asian-Americans will be encouraged to “share their stories” about their communities online. The campaign website was built using the Wordpress 2011 theme was modified to adhere to campaign style and branding standards. The domain name for the campaign website is www.ourhomeourvote.com and is being hosted with InMotion Hosting. Collaboration with social media, motion graphics, PSA, and event was integral to the development of the website where content was integrated and repurposed from other aspects of the campaign. In addition, content was resyndicated from relevant websites whose messaging is inline with the campaign’s overall message about civic participation and voting. For Search Engine Optimization (SEO), a sitemap was created and continues to be updated as necessary for submission to the major web browsers for indexing. Security standards were determined for new users of the site. For analysis of the success of the website within the campaign, Google Analytics has been integrated to monitor traffic and additional parameters on the website. jQuery scrollers jQuery scrollers for the campaign were to highlight content. Within the website, a jQuery scroller plugin, Easing Slider, was incorporated into the educational component of the campaign. For websites outside the campaign, jQuery scrollers have been designed to highlight the main campaign components and drive traffic to interactive components of the website such as “share your story” and the social media. Infographics An infinite scroller website was chosen to best present infographics about Asian-Americans and their civic participation. This website was also designed to reiterate the campaign call to action and emphasize the campaign messaging. In addition, like the jQuery scroller, it will include components that will drive traffic to the website and social media.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE

MARIBEL O. GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE HOME PAGE The home page features a sliding header image that presents the language collage imagery as well as highlights the ethnic groups that are prevalent in the local area. The imagery paired with the translation of â&#x20AC;&#x153;Our Homeâ&#x20AC;? in the selected language features architecture, design, and symbols that relate to that culture. When the campaign is scaled to a national level, the highlighted cultures would reflect the demographics in the region. Additional features on the home page include emphasis on videos through the streaming of the Our Home YouTube channel. These videos include the PSAs that consist of the stories shared with the Our Home campaign by AsianAmericans. In addition, an infographic video explains the importance of voting and reiterates our call to action which is to vote in the upcoming Presidential election on Tuesday, November 6, 2012. The website is fully integrated with our social media. This is reflected on the home page with streaming of photography from the Our Home Flickr Account. The sidebar which resides on the home page as well as additional pages consists of a streaming twitter feed from Our Home, icon links to our social media (Facebook, Twitter, Flickr, YouTube, Pinterest), an email link, quick links to recent stories and events, and links to the Our Home RSS feeds.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE HOME PAGE AND WEBSITE NEWS AND EVENTS PAGE The footer featured on the home page and other pages includes streaming RSS feeds from Virginia news outlets and political websites that have information about key votes occurring at the state level and articles that relate to protecting a citizenâ&#x20AC;&#x2122;s right to vote. A navigation bar in the footer allows the user to access other pages without having to scroll back up to the top of the website. The news and events pages highlight Our Homeâ&#x20AC;&#x2122;s two events held at George Mason University and the Seoul Presbyterian Church Embrace Ministry. Google Maps are integrated into the site to provide directions. Additionally, members of our group visited the Portraits of Encounter exhibit at the National Portrait Gallery which highlights stories of Asian identity by contemporary Asian artists. The Add to Any plugin allows sharing of all posts to social media. In addition, voting information is provided to the user.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE SHARE YOUR STORY PAGE The Share Your Story component of the website was a key element to the 1+1 aspect of the campaign. By sharing stories, Asian Americans feel more connected to their community and are more likely to participate in civic duties such as voting. We hope that by being part of a community, Asian Americans will spread the work along their local networks to show how voting is important. The Our Home campaign encouraged answering the questions: What does Home mean to you? and If you could Change Something about your community, what would it be? In addition the cue cards filled out at our two events are featured both by streaming photographs from our Flickr stream and as written stories. At the Seoul Presbyterian Church event, Helen, a member of the community, also entered her story directly into the website. At this time, the website is open for responses. No additional personal information is required to share your story. However, depending on security issues and the types of responses, these settings may change.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE ABOUT VOTING PAGE An important part of the campaign is an educational component. The about voting page features a jQuery scroller (Easing Slider Plugin) to highlight important aspects about voting. The images link to additional information. This part of the site also features videos of political activists and organizations that provide information to the public about voting and civic participation. In addition, there are links to the websites of several organizations. Some of these websites were found during the research phase as having important educational information for our demographic.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE MEDIA PAGE The media page features the videos created by the Our Home campaign that are featured on our YouTube channel as well as photographs that have been uploaded to our Flickr stream. These photos are grouped in sets for easier access. The photographs relate to our events and other imagery found relevant to our campaign.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE CONTACT US PAGE The contact us features our email for the public to reach us in case they have questions. This page also summarizes information about our group and our work with Design Ignites Change. In order to add a personal feel to the site, photographs that feature the Our Home team and our partners are shown.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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JQUERY SCROLLERS

MARIBEL O. GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

55 18

JQUERY SCROLLER #1 The first jQuery scroller follows a conventional format having: 1) the Our Home mission statement and a link to our website, 2) highlights the Share Your Story component of our campaign and a link directly to the Share Your Story page on the website, 3) emphasizes our call to action to vote and a link to download a Virginia voter registration form, and 4) links to our social media.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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JQUERY SCROLLER #2 This scroller is imagery based and features the Share your Story component of the Our Home campaign. All images are linked to either the website home page or the share your story page. The visual imagery is meant to attract attention and drive traffic to our website.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

57 20

JQUERY SCROLLER #3 This scroller is imagery based and also features the Share your Story component of the Our Home campaign. All images are linked to either the website home page or the share your story pages. The last page links to our website where you can download a Virginia voter registration form and reiterates our call to action.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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INFINITE SCROLLER

MARIBEL O. GRAY

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

59 22

INFOGRAPHIC: INFINITE (PARALLAX) SCROLLER For this part of the web deliverables, there was close collaboration with the team members responsible for the PSA and the motion graphics. Vector imagery was used that was cohesive with the Our Home infographic and the messaging was kept inline with that of our PSA. The language collage imagery and photography from our events was also featured in the scroller. The website features a dynamic navigational structure that is meant to entice the viewer to comsume the content on the site. The user can follow the directed path or click on the menu items at the left to jump to a certain section. The website has direct links back to the Our Home website at www.ourhomeourvote.com as well as links to the Our Home social media.

NAME HERE

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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WEBSITE METRICS In order to measure the success of the website, the Google Analytics plugin was installed. Data described below reflects the metrics as of Friday, May 4th, 2012. Overall, there were 78 unique visitors to the website and the website had 261 visits with 2,252 pageviews. On a visit, approximately 8.63 pages were accessed. Average visit duration was 00:11:12. The bounce rate was 33.72%. New visitors comprised 29.89% while 70.11% were return visitors. Visitors to the website were from all over the U.S. and there was a visitor from Korea. The majority of visitors were from Washington D.C., McLean, VA, and Bethesda, MD.. SEO was integrated into the website and analytics showed that about 10% of the traffic was from search engines. Although 66% of the traffic on the website was through direct referral, approximately 24% was from referral traffic from social media. Facebook was the largest source of this referral traffic.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

SOCIAL MEDIA

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

SOCIAL MEDIA PROPOSAL Main Goal Expose Our Home campaigns’ as most as possible through different social media channels to get the proper support and interest of different communities.

Main Message Show how voting will benefit the Asian American Community.

Tactics We will focus on targeting Asian Americans without labeling them as Asian Americans rather our imagery will reflect AAPI communities. For the purpose of not excluding certain ethnicities within the Asian American community as our previous research showed. *will use the label only if appropriate. Our way of talking/writing/posting will be from the We perspective. Casual, direct yet explicit. For the purpose of enhancing our campaign’s sense of community. Social Media channels will post/feed/share and like themes related with community and social work mainly across America, but also across other Asian countries *if necessary. Examples: achievements done by Asian Americans, or involvement of recognizable Asian Americans in the community as leaders of education, rights, volunteering; inspirational figures (‘everyday’ hardworking person involve in their communities). For the purpose of inspiring and sharing with others the importance of leadership. Post/Feeds will instigate discussion and/or spark on talking points regarding cross-cultural experiences, community issues, etc. For example What means home to you? For the purpose of making Asian Americans aware of their individual experiences and encourage them to share with others their freedom of speech. Our main tactic goes back to our tagline strength through sharing stories. Will persuade users/viewers to share their stories in a social media environment. We can encourage them through open ended questions like: What would you like to see done in your community?; What home means to you?; What is the main cultural difference between your Asian heritage and your American heritage? This tactic will tight in with our event’s concept, psa and motion graphics. By following/liking and commenting on other similar community campaigns will expect more exposure. We are doing this across all social media channels. For example we are following through Twitter: The Coffee Party Usa - a non profit organization created by Annabelle Park an Asian American and Virginia resident that is active in community and social work for quite a while. Social Media within Website. Will integrate social media into the website through live twitter feeds; live or past selected stories with imagery/video/etc from the Facebook, YouTube and FlickR. Website will be updated depending -but not limited- on social media’s traffic. All of the campaign will be tight in with personal stories. For example pulling out quotes from certain users/participants will be part of our visual language. Corcoran College of Art + Design | Junior Design Studio

Maria Bonilla

Our Home | May 2012

All imagery must fit within this space

FACEBOOK Our Home’s Facebook page aims to empower members of the community into sharing stories that will encourage voting. By demonstrating that America is their home. The Facebook Page was launched in March of 2012 with initial content about Asian American news that relate to leadership, cross-cultural experiences and community work. Our Home’s Facebook page played an important role for the exposure of Our Home’s events through sharing information. Our Facebook page rich its highest level of traffic/exposure with George Mason University’s and Seoul Presbyterian Church.

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

Facebook Page displays Our Homeâ&#x20AC;&#x2122;s events. Psa and motion graphics enhancing our message of share your story.

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

TWITTER Our Home’s Twitter page aims to be daily involved with the Asian-American community through following relevant figures and staying connected with existing communities. The organizations or persons that we will follow plays an important role on attracting the appropriate crowd. For example, now several non-profit organizations that aim for social equality has follow us on twitter. Our Home’s Twitter page will open doors for credibility, personal and up-to-date content. All of Our Home’s Twitter page is link with our 4 social media channels and within the campaign’s website.

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

FLICKR Our Home’s FlickR page exists mainly to contain updated sets of Our Home’s photo imagery and videos. The campaign sets have been divided by theme. For example for each event we created a set that contains all of our photos. One of the ways we want to attract audience is by adding appropriate tags that relate to each set. Also tags that relate to our overall message of empowering Asian-Americans through voting by sharing stories. One of our sets contains a visit to the National Portrait Gallery: Asian American Encounters. This visit populated Our Home’s FlickR page with imagery that relates to community, news, activities, culture etc. This way we don’t aim to limit Our imagery within direct voting themes only. Our Home’s FlickR page has an individual page within the campaign’s website to feature imagery. FlickR has been linked with all the campaign’s social media channels to keep our audience up to date with our activities.

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

YOUTUBE Our Home’s YouTube account will encourage viewers to view stories on: What does Home mean to you? And if you could change something in your community, what would it be? It will share educational videos relating to community. Also it will empower Asian-Americans with important information on why voting matters and how it affects them. Our Home’s YouTube account will enhance our message Strength in Stories by liking videos of organizations that are doing a similar job. For example liking videos Define American Organization and the White House AAPI. This tactic will also provide substantial information for the campaign’s Website and other social media channels. YouTube campaign’s account is link with Twitter and Facebook. This will provide the audience with access to our favorite videos. PSA and motion graphic videos will be displayed under Our Home’s YouTube channel. We will attract viewer traffic by adding proper tags to each video.

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

PINTEREST Our Home’s Pinterest page will serve ideally as a mood board for the campaign itself. Social Media will use this channel as a way of creating a mood environment for the campaign. Will upload inspirational and relatable imagery that pertains to our message of Asian-American culture, landmarks, community work, leaders in government, and the campaign’s graphics. Pinterest is present in Our Home’s website and appropriate social media channels. Pinterest’s page will effectively serve as a base of content for our campaign to share with communities. Exposure will be limited, in the other hand it will inspire Our Home’s campaign for visual imagery and content. For example: Our Home’s Campaign was able to find out about the exhibition Portraiture Now: Asian American Portraits of Encounter shown at the National Portrait Gallery through Pinterest boards. This social media cycle creates a unique experience as much for the audience that as for members of the campaign..

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

SOCIAL MEDIA’S METRICS In order of maximun and direct exposure with Our Home’s audience: 1. Facebook 2. Twitter 3. Pinterest 4. YouTube 5. FlickR

Maria Bonilla

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

MOTION GRAPHIC

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

CONCEPT The Motion Graphic’s for “Our Home” Campaing has a developand clear way to show important information, that was found in our research. The animation serves not only the purpose of education our audience but also providing a call to action. The animation integrates a big portion of our camping share your story. We would encourage each person to share this video with their personal communities by featuring it in our social media channels adn our website.

METRICS The video would be load it to our social media channels. we swould see how many likes and share it recivies that’s how we would determent the success of the video.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

SCRIPT • Did you know? • There are 308 million Americans • which over 17 Million of that are Asian-American • We are one of America’s fastest growing communities • It is estimated that there will be 40 million Asian-Americans in our community by the year 2050 • imagine if we all voted • 17 million strong! • we can affect - the economy - gas prices - immigrant rights - educational equality • Now is the time to come together • join us and vote on november 6 • share your story with us on Facebook, twitter and visit ourhomeourvote.com

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

July Ospina

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

July Ospina

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

July Ospina

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

PSA

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

PSA COMMUNICATION’S BRIEF The PSAs for the “Our Home” Campaign shows the power and strength behind a single voice. The videos document three different people, with three different stories. Min Soo, Marshall, and Elaine represent the diversity of the Asian American community. Their stories of finding their niche in the United States is inspirational, unique, and shows the newfound nationalism they have for their country. Each of them was asked to share about their family traditions, home life, their views on voting and how they would change their community. All three interviews were conducted in a place they found comfort, in their dorm room, in their studio at school, or visiting a good friend for lunch. The title credits serve as a reminder that voting is the way to have your voice heard in the community and every American has their own story. These PSAs are meant to give a voice to a community that politicians have deemed “silent”. They encourage others to have the strength to share their own unique story.

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

MARSHALLâ&#x20AC;&#x2122;S STORY Marshall Tan, a college student, was born in the United States but moved back to China when he was three years old. In China, he lived with his grandparents and was raised in a household that spoke only Chinese. When he moved back to the United States to attend school, he learned how to speak English by watching American television programs. Marshall, an American citizen, was too young in the last election to vote. This year, he is excited to register and participate on election day.

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

All imagery must fit within this space

MARSHALLâ&#x20AC;&#x2122;S STORY : STORYBOARDS

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

MIN SOOâ&#x20AC;&#x2122;S STORY Min Soo Kang moved to the United States when she was nine years old from South Korea. Although she spent a good portion of her childhood in Korea, Min Soo thinks of the United States as her home and feels the most comfortable there. As the only United States citizen of her entire family, Min Soo plans on representing them this November by voting for the president. Like Marshall, this is the first election she will be eligible to participate in.

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

All imagery must fit within this space

MIN SOOâ&#x20AC;&#x2122;S STORY : STORYBOARDS

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

ELAINEâ&#x20AC;&#x2122;S STORY Elaine Warren was born in Seoul, Korea and immigrated to the United States in the 1970â&#x20AC;&#x2122;s. She cites that her childhood was a different experience in Korea than it was in the United States. In the United States she found more freedom to do the things she enjoys. Elaine believes that it is important to vote because so many people fought for the right for women and minorities to vote.

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

All imagery must fit within this space

ELAINEâ&#x20AC;&#x2122;S STORY : STORYBOARDS

CELIE YANN

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

EVENTS

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

906

objective The objective of our project was to design an educational experience for our target community. In order to enhance the visibility of our signature campaign – Our Home –our team decided to hold two separate events in Fairfax, Va. The first event took place on Thursday, April 19, 2012 at George Mason University. The second was held at Seoul Presbyterian Church on Sunday, April 22, 2012. Both events were designed to facilitate knowledge and story sharing amongst community members resulting in a rich library of content that was assembled through completing questions on a post card size referred to as “cue card.” Both events allowed the Our Home Campaign to personally connect with the Asian American community. Through these conversations, the benefits of voting were highlighted as a way to make a significant change in their communities and that the United States is in fact their home and not merely a place of residence.

strategy Based on the competitive analysis research conducted, we have realized the importance of collaborating with different organizations. Such collaboration will enhance the loyalty to the Our Home Campaign, especially with those organizations that are culturally engaged and have demonstrated enthusiasm and leadership previously with our target audience. The method of application is to use their network as means to promote the message of the campaign by making them part of the experience. Additionally, we have concluded that people are more likely to establish personal connections and ownership through story-telling and uniting emotions.

metric The Our Home events were promoted through several social media channels and emails that started prior to the events. Our team was successful at engaging a total of 25 multi-national community members and nearly 40 Asian American community members. Both events were received very well by the target communities who appeared excited through their level of participation in conversations. As a metric of success, there was a significant increase in the popularity of the facebook page during the week of the events. Through the distribution of the news release, the Our Home Campaign received a generous donation through Starbucks Coffee in support of the cause. Additionally, the Our Home campaign piqued the interest of a reporter in the Burke Connection Newspaper who covered the event held at Seoul Presbyterian Church.

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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George Mason Univeristy Thursday, April 12, 2012

PASSENT SAAD

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Seoul Prebyterian Church Sunday, April 22, 2012

PASSENT SAAD

Corcoran College of Art + Design | Junior Design Studio

Our Home | May 2012

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Corcoran College of Art + Design | Junior Design Studio

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Our Home | May 2012