Branding Dove and The American Cancer Society
Real Beauty Campaign
Movement for Self-Esteem Fund
Create a collaboration between Dove andthe American Cancer Society (ACS).
Created as an effort to widen the definition of beauty after studies conducted had proved that “the definition of beauty had become limiting and unattainable”.
Created to act as an agent of change to inspire and educate girls and young women about a wider definition of beauty.
Aide to females seven years old and above. Will help provide more emotional aide for female cancer patients by using Dove’s Real Beauty Campaign and Self-Esteem Project fund.
Branding Awareness Stickers
Sticker Colors
Sticker Benefits
Dove products will have stickers on them during the months of September and October.
Yellow stickers represents Children’s Cancer Awareness Month and willl be on Dove products in September.
Customers will be able to peel the sticker off and it will provide information of the collaboration and social media accounts.
Pink stickers represents Breast Cancer Awareness Month and will be on Dove products in October.
$2.00 of every product that is bought will go towards this project, giving Dove customers an opportunity to be involved.
Marketing Create Hashtags
YouTube Video
Create Commercial
Two hashtags will be created: #DOVEACS and #BeautyCAN.
This video is informative, emotional, and will help create awareness.
A commercial will be made for television to create more awareness of the collaboration.
“Beauty” = Real Beauty Campaign + “Can” = Cancer.
Upload (link) on all social media accounts.
#BeautyCAN will emphasize that Dove’s Real Beauty Campaign CAN make a difference.
Dove subscribers: 49,000 + ACS subscribers: 8,000 = 57,000 people. Use real cancer patients for the video. Video will capture definition of beauty from female cancer patients’ perspectives.
Marketing Advertising Budget
Threats for Dove and ACS
Opportunities for Collaboration
Unilever, the company that owns Dove, uses about $2.10 billion for advertising, $176 million of which goes to Dove.
Beautiful Lengths is a collaboration between Pantene Pro-V and ACS.
Has the potential to broaden Dove’s target demographic and inherit more customers.
Pantene strives to help women grow long, strong and beautiful hair in order to provide the funds to turn their hair into free wigs for female cancer patients.
ACS can generate more money for their cause.
Dove spends about $1.5-2 million on campaign and project ads. The other 174 million goes to prints ads, commercials, and billboards. ACS receives about $5,149 in free advertising from retailers and organizations. ACS spends about $25,000 in other advertising expenses annually.
Look Good Feel Better is a program that teaches cancer patients to manage the various appearance related side effects of cancer treatment.
Can help build positive self-esteem for their female patients nationwide by funding other workshops that support empowerment. Could potentially create emotional support for male cancer patients.
Visual Merchandising The requirements of this project were to create a visual window filled with garments designed by me. I decided to draw inspiration from the movie, Marie Antoinette, a film that depicted the life of the french queen and her time in the royal court. Her elegant style, free-spirit and the era she lived in really inspired the idea for this project.
Marie Antoinette Inspiration Board
For this assignment, I created inspiration boards for my garments and window space, idea sketches for the window background, idea sketches for my designs, two choices for my window background, and my finalized visual window with the background and two garments.
Graciella Colmenares
Inspiration Board 2
Graciella Colmenares
Visual Merchandising My finalized board includes two Marie Antoinette inspired garments with a modernized twist. I wanted my designs to have a sense of femininity with form fitting silhouettes. The colors I chose were drawn from the movie, where pastels played a huge role in the wardrobe. I placed the garments in a royal display, complete with lavish curtains and various colored baroque mirrors.
BrAinstorm Magazine BrAInstorm Magazine was a project for a potential school periodical encompassing the many talents of the students at the Art Institute of Las Vegas. By working with two graphic design students, Gedalya Krycer and Chelsey Ruckdaschel, we created a booklet focusing on the works of various students along with interviews, fun surveys, and words from the students themselves. As the Fashion Liaison, my job entailed establishing the communication between the editors, writers, and featured students. In other words, I made sure that the content in the magazine highlighted some of the most noteworthy students at our school written by some of the most passionate writers that roam our campus.
BrAinstorm Magazine Along with being the Fashion Liaison, I also fulfilled the positions as a writer and a featured student. As a writer, my job included interviewing students for stories and surveying people for our opinion segments in the magazine. As a featured student, I was able to write my own piece about an event I produced and directed, giving readers the inside scoop of my personal experience as a fashion student making her way into the industry.
Fashion Design For this project, I wanted to create a garment for Aveda’s 2014 fashion show called Catwalks for Water. The garment I created had to be made out of recyclable materials. My garment was inspired by the high-low skirt, a dress trend that was popular a year prior to the show. My goal was to create an elegant, yet functional dress for the show, so I decided to create my dress out of bubble wrap, a piece of gold fabric, magazine sheets, cardboard, and cardstock. I put the dress together using tape and staples. The process to design and create the garment took about a month and a half.
Fashion Design The model for my dress was my friend, Jasmine (Jas) Bell. With her tall height and beautiful luscious locks, I knew Jasmine would be the perfect model for my design. I met periodically with Jas throughout the process of creating my garment, making adjustments when needed. Every week, I would meet with Jas to make sure the dress fit properly and wouldn’t fall off when she walked. After a few test runs, the dress was ready for show time! When getting ready for the event, I worked with two students from the Aveda School who did Jas’s hair and make-up. They both came up with a look together based off the sketch I drew up. The final look for the show had a slight Victorian flair, reminding me of the French court during Marie Antoinette’s reign in the 18th century. Her teased and elaborate hair style along with her make-up made the design even more elegant on the runway.
Event Planning In May of 2014, I was appointed to create, organize and manage a yearly fundraiser held by a non-profit organization here in Vegas called Safe House. Safe House is a shelter for battered women, men, and children. Every year, Safe House hosts a luncheon on Mother’s Day weekend called Pretty in Pink, where they raise money to be poured back into their organization. My backstage team who helped me with the show: Tamara Croft, Autumn Myers and Aaron Baguinon.
For their fundraiser, Safe House usually features a guest speaker, silent auction, and some form of entertainment. After brainstorming out some ideas, I came up with the concept for a fashion show, calling it “Empowering Women through the Ages.”
Safe House’s liaison, Sabreena Hasim helped me host the fashion show.
One of our models, Lisette Nunez dressed as Simone de Beauvoir.
Our Art Institute alumni, Haley Herdman, volunteered her time to be our Hellen Keller. A view of the fundraiser from the runway set up in the one of the ballrooms of the M Casino & Resort.
Autumn, Aaron, and I with our fashion show DJ, Deejay Montello.
Safe House workers Martha Reyes, Aurelia Soto Reyes, Letty Mamoquin and Anny Barrillas dressed as historical women Frida Kahlo, Malala Yousafzai, Corazon Aquino and Julia Child.
Fashion student Jocelyn Lopez dressed up as our Coco Chanel.
Event Planning Models for the show dressed up as historical female figures that helped revolutionize women’s rights. The list included inspiring women such as Madam CJ Walker, Eleanor Roosevelt, Rosa Parks, and Malala Yousafzai. Our models ranged from workers of the Safe House shelter, workers of the Safe House office, and volunteer students and friends from the Art Institute. The event was held at the M Resort Spa and Casino on Friday, May 9. Marisol Perez volunteered to be our Rosa Parks.
Volunteers Bobbi Wilcox and Kathi Peters dressed up as Eleanor Roosevelt and Dolores Huerta.
Volunteer Corrina Alexander and fashion student Keyska Diva dressed up as Indira Gandhi and Hedy Lamarr.
Other members of the Safe House staff: Roxanne Janzen as Gloria Steinam, Rosonea Warren as Dorothy Pitman Hughes, Beth Dominiak as Yuri Kochiyama, and Cassy Wesley as Madam CJ Walker.
We closed off the show with some of our models dressing up as Rosie the Riveter to represent the theme of our show, empowering women through the ages.
Group shot of the models and the back stage crew.
Waiting backstage for the show to begin!
After the show, I received a beautiful bouquet of flowers for my hard work and efforts from the Safe House family.
Dizzy Spangle Blog DizzySpangle.com is a lifestyle blog featuring posts about faith, fashion, and food. As the author, I break down my blog in different segments to cater to my readers’ taste.
My logo and poster were created by the talented graphic design student, Saisunee Piriyasathirakul. She incorporated the ideas I had for my logo and designed it to perfection. For the poster, she composed a layout that professionally explains the content of my blog.
Dizzy Spangle Blog Faith
In regards to my faith life, I write post that talk about my spirituality and the huge role it plays in my life. These entries are personal, allowing myself to be vulnerable and show my readers a more intimate side to me.
Fashion
Food
My fashion segment is titled Style Spotlight, featuring people whose talents and style have inspired me. The segment showcases people from fashion creatives, artists, graphic designers, and models.
For my food posts, I created a segment called Simple Eating which shows off my interest in healthy eating. As a on and off vegan, I realize the importance of eating balanced meals with real ingredients. Now, as a vegetarian, I feature recipes that are easy to create without losing the taste.
I also write two beauty segments called Beauty Lessons and Beauty Picks. These beauty segments feature my strong enthusiasm for beauty products, such as make-up, hair products, nail polishes, and bath and body care. I also feature tutorials for make-up, hair styles, and nail care.
My blog post titled “Water Walker” talked about my goals for my faith journey for the year 2015.
I featured fashion designer, Habebah Abdulrahim in one of February’s Style Spotlight post while also featuring my favorite body wash from Bath and Body Works for my Beauty Picks segment.
For one of my food entries, I made dairy and sugar free peanut butter cups. I worked close with media specialist, Melissa Dadulla (MJ. Dadulla Media), where she used her amazing talents to photograph many of the pictures on my blog, like the one above for this Simple Eating post.
Business Plan Mission/Business Concept
Expenses
Dizzy Spangle is a lifestyle blog featuring posts about my ultimate passions in life: faith, fashion, and food. My mission is to provide a site that caters to different portions of life, not just one particular topic. In a world with a plethora of personalities, cultures, beliefs and ideas, Dizzy Spangle strives to create content that is relatable, inspirational, and entertaining, giving its readers a glimpse at my day-to-day life.
This chart shows the total amount of expenses Dizzy Spangle to run successfully as a business for one year and for three year.
Target Market My target audience for Dizzy Spangle is females, ages 18-30. They can be single or married, living alone, with friends, or with their family. They enjoy the arts, such as fashion, cooking, and writing. They don’t necessarily have to be Christian, but they live a faith based lifestyle. They can live in the suburbs or in the city while building a career in the art industry or working a 9-5 office job. They enjoy staying busy and work hard to get to where they want to go in life by drawing motivation from their faith life, surroundings, or within themselves. These women are always searching for inspiration around them, finding the positivity in life. They enjoy living a healthy lifestyle by working out and eating clean. On their spare time, they enjoy shopping, reading, traveling, and spending time with their loved ones. Their style involves a mix of neutral and bright colors with either simple or flowy silhouettes. Their highest form of education is a college degree and they make anywhere from 11,000-50,000 a year.
Business Plan For my marketing, I currently use three social media platforms to build up my readership: Facebook, Instagram and Twitter. I manually update posts and pictures to these accounts throughout the day in order to keep my readers engaged and aware of new content on the blog. Out of all three platforms, doing social media work on my Instagram has helped my audience grow, while Twitter runs in second place for directing traffic to my blog. My Facebook page is fairly new, still leaving me to build an audience to direct more people to Dizzy Spangle. Within the next few months, I hope to see my readership advance so that my numbers increase. With that, my business can really take its course.