process manual
Table of Contents
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Campaign Promotion Idea Development
46 Design Analysis
20
Our Goals Mission Statement
Business System
Case Studies
54
8 4
30
12
24 10
Strategy 6
52 16
Graphic Standard Budget & Schedule
Research 34
Background TEAMS Promotion
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Mission Statement
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Who Are We? TEAMS is an awareness campaign geared towards Bay Area high school students, emphasizing equal importance in art, science, technology, engineering and math. We aim to connect with high schoolers through student clubs and help them discover the collaborative nature of STEAM, as well as open up exploration across multiple disciplines. We believe the world is not isolated into distinct fields; it is one interconnected system. TEAMS as an acronym pulls emphasis towards the collaborative and interdisciplinary nature of STEAM education and our campaign.
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Background
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What is STEAM? STEAM, short for “Science, Technology, Engineering, Arts, Math”, is a new educational model that emphasizes equal emphasis on all 5 subjects. This model was spearheaded by RISD (Rhode Island School of Design) by a student coalition to bring back the arts into education. This is also an alternative response to the STEM educational model which essentially focuses on the science and engineering without art.
Devaluation of Art A major shortcoming of the STEM educational model is the devaluation of art towards society and a biased development towards education in the sciences. The Arts are also under severe budget cuts in the United States, with $10.5 trillion reduction over the next 10 years as proposed by Trump. Society however looks for innovation and creativity to connect knowledge and research from experts to the masses. Public schools all over the nation have been relying more on private funds and patrons of the arts to provide creative outlets for students. There has also been a growing trend of nonprofit arts organizations setting aside more funding for arts education and outreach to local schools. RISD therefore brought about the STEAM movement to re-introduce innovation and creativity through education in art.
Existing STEAM efforts The main STEAM movements gaining traction are East Coast based campaigns such as RISD’s “STEM to STEAM” campaign (http:// stemtosteam.org/) and RISD’s STEAM extension project with Ivy League schools (http://steamwith.us/). Another similar campaign is “Project H” (http://www.projecthdesign.org/), a program that teaches 6th through 12th grade students design skills with applied arts and sciences to transform communities and their education. There is a lack of West Coast-based effort in STEAM, with STEM being the major force in California due to the local tech industry in Silicon Valley.
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Our Goals
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Project Objective
Message
Our objective is to create an awareness campaign for promoting and supporting STEAM education to high school students.
“The world is not isolated into sections of science, technology, engineering, art, and math; it is one interconnected system.�
Needs
Audience
STEM, the current educational model promoted worldwide, has created many misconceptions and a lack of appreciation of many arts/humanities field. Many of our students struggle to choose a career within the arts because of the societal and educational discouragement towards it. Schools should make efforts to adopt the STEAM (Science, Technology, Engineering, Art, Math) model, instead of limiting our teaching and encouragement towards STEM (Science, Technology, Engineering, Math) fields only. There is a necessity in re-addressing and educating our students about the importance of arts/humanities and how it interconnects with STEM. Our educational system needs to provide more resources and put a stop to cutting funds within the arts to support students.
Demographic
High school students
Annual Income
Family background income approx. $65K-$75K
Gender
Male and Female
Age
13-18 years old
Area
Bay Area
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Strategy
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Distribution Strategy
Campaign Materials
The Campaign will be distributed throughout high school students via student organizations and clubs in Bay Area highschools. The brochure, poster series, and other promotional items will include logos of participating student organizations, sponsor partners, and University partners involved in supporting this campaign. The posters and brochures will be distributed to high schoolers through student orgs and extra-curriculars as well as high school career counselors.
Brochure (9”x4” max) • Introduces STEAM and the campaign mission, includes instructions on how to get high school student involvement. • Sponsors - Adobe, Autodesk, V-Ray, IDSA, AIGA, Exploratorium, art science fusion program at UC Davis, Lego, TEDx, SVCreates • Student clubs at highschools Sponsor outreach pamphlet
2-Day Conference In addition, there will be a 2-day conference held for highschool students to expose them to the professional world and provide them tangible examples of STEAM integration in different industries. This conference includes keynote speakers, informational booths by companies, organizations, and universities, as well as STEAM education related activities. High schoolers will get to experience many aspects of STEAM in this introductory 2-day conference and learn more about the limitless options they have for future career aspirations or life goals.
Social Media platforms • Facebook (828x315 px) • Twitter • Instagram (1:1 photo crop ratio and hashtag) Poster Series (11”x17”) • Includes testimonials and examples of existing STEAM projects and slogans + summary. Editorial (4 page spread, 8.5”x11”) Business System (geared towards sponsors) • Business card (3.5”x2”) • Letterhead (8.5”x11”) • Envelope (Number 10) Pins (2” diameter) and stickers Billboard/building banners (14’x48’) Event Website (desktop + mobile screens) Free swag • T-shirts, tote bags, free software codes, folders (8.5”x11”)
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Case Studies
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Spotify | Thanks 2016, It’s Been Weird
The Campaign
Impact
Spotify Spotify is an online music streaming platform with an international userbase of over 100 million people per month, including 50 million paid subscribers. Spotify was founded in 2006 by current CEO Daniel Ek, with its headquarters based in London, United Kingdom. Its main competitors include other music streaming services such as Pandora, SoundCloud, Apple Music, Tidal, Play Music, iHeartRadio, and many more.
Audience The main target audience was Spotify’s international listenership, with each advertisement tailored to location specific user-data. In total there were 14 unique markets under the entire ad campaign. Each market was represented by a country including the United Kingdom, France, the United States, Brazil, Canada, Indonesia and 8 other countries. Over 60% of Spotify’s listenership are under the age of 29, so the campaign was targeted towards a generally younger audience. The campaign used data from both paid subscribers and free-streaming users.
Accolades Spotify focused on using specific user data to show quirky and bizzare habits of their userbase, bringing a human and humorous touch to technology and data. This campaign was Spotify’s largest Out-of-Home advertising effort to date, spanning 14 countries and data from millions of users. The advertising campaign has earned accolades world-wide by advertising peer review organizations and critics, many praising the witty writing and strong graphic identity. An example of an ad in New York read “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”. Another example from London read “Dear 3,749 people who streamed ‘It’s The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”. The witty writing and graphically unified design of the posters and billboards created a very strong campaign identity across the 14 countries targeted.
With such a highly impacted market for music streaming services, Spotify’s creative team decided to launch a global outdoor ad campaign with the tagline, “Thanks 2016, It’s Been Weird”. The campaign creators utilized Spotify’s total listener data from 2016 to create witty, funny, and creative posters and billboard displays. According to Spotify CMO Seth Farbman, the idea for the 2016 campaign was inspired by 2015’s end-of-year “Year in Music” campaign, which yielded interested patterns and sets of data from listeners in different places. The data demonstrated that listener behavior could actually reflect local culture. Campaign Genre This campaign belongs to the entertainment, music technology and pop culture sector, focusing on drawing consumer attention towards their product or service. Needs When you think of technology and data, “emotional” wouldn’t be the first adjective you’ll associate them with. Spotify creaters saw this need in the market to bring a human touch to otherwise emotionless data to create a new advertisement niche.
Media It is mainly a Print Campaign, with advertisements on billboards and large posters in major metropolitan areas. Objective To generate positive reaction to user data from 2016, give thanks to listenership, and present numeric user data as expressive and funny messages. An important goal was to demonstrate that rather than muting creativity, data actually inspires and gives insight to human emotions demonstrated through habits and what they are listening to. Message “Thanks 2016, it’s been weird” Spotify thanked its huge userbase with this message accompanied with location specific data on their advertisements. The data was presented in conversational form, often phrased as a callout to an audience asking about a specific bizzare listening habit in using the streaming service.
Sales Growth Back in September 2016, Spotify had around 40 million paying subscribers. In less than 6 months, Spotify has now reached 50 million paying subscribers as of March 2017. This is a great increase when compared to March 2016’s 30 million subscriber number. In mearly one year the subscriber count has increased by 166%. Out of all music subscription providers, Spotify still holds the leading position in the market with 100 million total users, free and paid combined. This ad campaign has effectively been part of the driving force behind Spotify’s rapid growth within these past 6 months, demonstrating a great positive impact on sales growth of the company resulting from 2017 marketing and publicity efforts spearheaded by this ad campaign.
Google Impact Challenge | Bay Area Case Study 2
Background
The Campaign
Impact
Google Impact Challenge Google is a search engine tech giant based in the Bay Area in Northern California. The Google Impact Challenge was a campaign in 2015 where $5.5 million was awarded to ten Bay Area non-profit organizations. This is part of a recent movement of companies getting more involved in charity and community services. The top ten non-profits were chosen by a panel of CEOs, directors, former mayor of San Francisco and the 66th US Secretary of State. These ten non-profits were chosen based on their innovative ideas for building a better Bay Area. The top funding recipients would be chosen by public vote.
Audience The main target audience were locals in 15 neighborhood spots all over the Bay Area, including restaurants, coffee shops, book stores, bus station shelters and food trucks. These locations were chosen due to their high traffic of passerbys and customers, helping gain a larger participant size and gathering as much community participation as possible. The campaign utilizes the “You are already here” approach to get people involved in the campaign in locations conveniently near their daily activities.
Audience Interaction The campaign ended up generating over 400,000 votes over the course of three and a half weeks. The top 6 non-profits were decided by vote, with the results reflecting which social issues Bay Area locals believed were the most pertinent and needed support. The campaign was highly successful in generating huge support and involvement within a short span of time.
Campaign Genre This campaign relates to charity, social issues, and passerby engagement. It is considered a campaign for Call-to-Action and community involvement. Needs Despite being named one of the leading socially progressive cities in the United States, San Francisco and the larger Bay Area still has plenty of social issues to tackle. There is also a great need for community involvement and collaborative effort in both the general public and giant companies in the Bay. There are many small non-profits who lack the financial backing to support efforts in combating social issues, and connecting financial sponsors such as Google to these non-profits would make a huge impact in social betterment efforts. There is also a need for communication between the general public and companies in terms of choosing which charitable causes to support in order to create the biggest impact to the most pressing social concerns.
Media It uses Print, Web, Film, Experiential, and Interactive Out-of-Home ads. The campaign used digital paper posters created by Bay Area based company 72andSunny, which allows interaction by participants who can press on their chosen non-profit and have their votes recorded realtime. The recorded data is collected in Google’s database with the help of online voting integration and a branded hashtag - #GoogleImpactChallenge. Main website link: https://impactchallenge.withgoogle.com/bayarea2015 Objective To let the community learn about and vote for local nonprofits, interact with Google in a way that doesn’t require using its products, and indirectly learn about Google’s community outreach. The campaign empowers locals to decide by numbers which non-profit gets the most funding. Message “Building a Better Bay Area” - You (the community) decides which non-profit to support and get funded.
Marketing The branded hashtag (#GoogleImpactChallenge), focus on local community, and utilizing the “You are already here” approach fueled the campaign’s success. The branded hashtag allowed participants to share their experiences on social media, essentially having the community promote the campaign for Google to an even wider audience. Focusing local also showed Google’s care for its community which helped its brand reputation in the Bay. Targeting places that locals already frequent also helped massively in facilitating involvement and access to the campaign. Grants Given to Charities After the voting period ended, 6 organizations that got the most votes (“People’s Choice”) received a $500,000 grant each, and the 4 remaining organizations received $250,000 grant each. Social efforts of the top 6 organizations includes helping AfricanAmerican teens grow into tech entrepreneurs and leaders, supporting Oakland’s local small businesses, providing affordable legal aid to people in need, reimagining the justice system for sentenced young adults, building a creative writing center for kids in the Tenderloin, and lastly helping East San Jose students reach graduation and beyond.
Isaac Tseng | DES 154 | Spring 2017
Background
Isaac Tseng | DES 154 | Spring 2017
Case Study 1
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T-SHIRT
NIKE BOTTLE T-SHIRT CASE STUDY T R A N S F O R M I N G P L A S T I C T O P O LY E S T E R
BACKGROUND
OBJECTIVE
IMPACT
Nike had started using discarded plastic bottles, from landfills in Japan and Taiwan, to create their World Cup jerseys/uniforms.
Nike’s goal is to provide the most advanced product innovation. They want to help promote athletic performance while also
Nike, also viewed as one of our leading apparel companies in
They had diverted more than two billion plastic bottles, melt down into yarn to create the fabric, and created recycled polyester. And through this process, Nike had also managed to
lowering environmental impact. And their way of promoting this move is through recycling plastic PET bottles into soft and breathable polyester to create high functioning athletic gear.
2010 the world, has contributed and made a step forward towards designing more environment friendly. They have set new goals and are working towards becoming a zero waste footwear company and inspiring many other companies to do the same.
reduce their energy consumption by up to 30 percent.
2015 Nike improved their recycling, and expanded into other products such as their shorts, socks, and even shoes to create their
Their successful jersey kit from 2010 has slowly expanded out into their other products, and now over 71% of Nike’s footwear
“recycled kit”. Their kits claim to recycle up to 18 plastic bottles now as well.
and apparel products use recycled materials. They also work on designing to reduce waste creation on many of their footwear, such as the Flyknit (which has managed to reduce over 3.5 million
2016
pounds of waste).
NEW YORK STREET VENDOR GUIDE
On top of using recylced polyester, Nike has also started to design their shoes to reduce waste. Their Flyknit shoes are designed so
C O M M U N I C AT I N G L AW S C R E AT I V E LY
that the top sock-like section is one continuous piece to prevent cutting out small pieces of wasted fabric.
BACKGROUND
OBJECTIVE
IMPACT
This project was started in 2009 in New York by an artist and urban planner, Candy Chang. A good number of the street vendors in New York are non English speakers that would never have the capability to educate themseves with some state policy codes due to the language barrier.
The objective of this project is to create a more accesible and engaging visual guide on public policies to the 10,000+ street vendors throughout New York and help them understand their rights, avoid fines, and earn andhonest living. It is geared mostly towards minority street vendors that suffer the language barrier and often suffer heavy fines from these issues.
The designer successfully launched her campaign and distibuted this guide to street vendors throughout the city. However, no further actions were implemented to improve this guide or do something similar with the federal laws.
Michelle Hosogai | DES 154
In order to bridge this gab between the policy makers and those that own street vendors, Candy had designed a visual aid brochure that goes over vending rugulations in a playful and engaging way. This brochure was the third to follow similar handout/handbooks by other designers that provide guidance on Social Security or Cargo Shipping Networks.
Overall, this project did raise awareness on various policy issues that different minority groups face, however these issues are still rarely discussed.
USEFUL FEATURES: 1. Simple IKEA manual-like illustrations to communicate universally 2. Traslations in English, Bengali, Chinese, Arabic, and Spanish to explain the most commonly violated laws 3. Accesible and free online PDF for vendors to utilize.
Michelle Hosogai | DES 154
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#SaidNoSchoolEver
Case Study #1 | #SaidNoSchoolEver
BACKGROUND
Every year during June back-to-school promotions, American public school teachers run into the problem of being able to buy basic school supplies for their classrooms. Being able to provide an engaging learning environment is undisputably one of the main factors in a child’s development. Studies that looked at socioeconomic status and education found that underresourced schools negatively affected children’s academic achievement and perpetuated the status of low-income communities (Aikens & Barbarin, 2008).
OBJECTIVE
Box Tops for Education is a program where families can earn cash for their schools through cutting out coupons on participating products. Since Hefty is the only trash bag company that supports the program, the brand teamed up with Havas Worldwide Chicago Advertising in 2015 to get consumers to buy more Hefty products and as a result, give teachers more money for school supplies through the Box Tops for Education program..
IMPACT
The campaign #SaidNoSchoolEver was relatively successful. It used trendy memes and satirical videos to increase viewership among a specific target audience, school-age American youth and young adults. The video reached more than 57 million views and 72 impressions. Overall, schools have earned more than $600 million from the Box Tops program with $3.5 million from Hefty. Though Hefty’s website supplyateacher.org is no longer functional, public school funding is still a heavily discussed issue in the US today.
March For Science
Screenshots from marchforscience.com
Image and Video © Havas Worldwide Chicago and Hefty
“Hefty is bringing to life its support of the Box Tops for Education program with the launch of a witty campaign, #SaidNoSchoolEver. The spots feature a series of teachers with amusing commentary, such as, “This map… from 1913… almost all the states are there.” With a dash of humor, the videos remind us why schools appreciate getting a check from the Box Tops program.” (Reynolds Consumer Products LLC)
Christie Neo | DES 154 - S17
Case Study #2 | March For Science
“The March for Science is the first step of a global movement to defend the vital role science plays in our health, safety, economies, and governments… Science protects the health of our communities, the safety of our families, the education of our children, the foundation of our economy and jobs, and the future we all want to live in and preserve for coming generations... We must take science out of the labs and journals and share it with the world.” (marchforscience.com) BACKGROUND
It is hard to find truth and honesty in today’s mass media and information era. Though we live in a culture that’s becoming more informed of the importance of science in political decisionmaking and critical thinking, there’s still some that stereotype scientists as omniscient beings and not as people. As a result, there has been a trend towards discrediting scientific consensus and passing new policies that restrict the scientific communities’ ability to research and communicate findings, decisions that will ultimately harm the wellbeing of all living things.
OBJECTIVE
March for Science is a global call-to-action campaign that asks the scientific community and the public to speak out in defense of the importance of using science to find answers and guide decision -making. To achieve this goal, the campaign welcomes communication in communities to increase engagement and appreciation of science as a process and tool of discovery. The marches are organized to unite the community and show strong, nonpartisan public support for science in society.
IMPACT
The movement has been successful in sparking a debate within the scientific community in the United States and around the world about the role scientists hold in politics and the effectiveness of the campaign. Its simple but serious campaign message, “There is no Planet B.” gets the main purpose of the campaign across well. In addition to the main march in Washington, DC on April 22nd of 2017, there were also virtual marches, teach-ins and rallies with speakers from a variety of disciplines converging to discuss their work, communication strategies and public advocacy.
Christie Neo | DES 154 - S17
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Research
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Our Process To help guide methodical research of our project, we employed research concepts and methods from our main reference book: Visocky O’Grady, J., & Visocky O’Grady, K. (2009). A Designer’s Research Manual (1st ed.). Beverly, Mass.: Rockport. Our research is summarized in the next spread in the form of a summative-formative research diagram.
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Research (formative) Editorial Secondary Research & Literature Review on the following topics. This helped us understand our problem more in depth. - Background of STEAM - Comparison of STEAM vs. STEM - Current STEAM education and movements - STEAM applications in the working environment Proposal Competitor Analysis of East Coast and Bay Area STEAM Campaigns; researched existing STEAM efforts in the United States and looked at what worked for those organizations and what could be improved; Visual Exploration with Visualization and Color Predictions Budget Research online vendors for marketing materials; price comparison of Bay Area Billboard Advertising; Anecdotal Evidence for Conference Booking.
IDEA Creation of TEAMS. Rapid Ideation.
Brainstorming (formative)
Creative Brief Utilized Professor Okumura’s creative brief to help us identify our problem and possible solutions to our topic, STEAM education. This helped us lay out and organize ideas related to: - Mission/Message - Target Audience - Location
Questionnaire + Interview (formative) Google Form Survey Set up a google form survey to ask students how they feel about their current education system. Help us research our target audience in depth and collect data supporting our claim on the lack of STEAM in our education system. Interviewing Organizations Help us learn about various organization’s STEAM related movements. Provide us with pros and cons insights on STEAM education. Address obstacles faced when establishing their STEAM movement. Provide us ideas and directions on what we could do while planning for our conference. Organizations include: - RISD - UC Davis Arts and Science Fusion Program - Phi Beta Kappa National Arts & Sciences Initiative
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Sources •
User-testing (current stage)
Progress Report Analytics
Jolly, A. (2014). STEM vs. STEAM: Do the Arts Belong?. Education Week Teacher. Web. 3 May 2017.
•
About. Steamedu.com. Web. 3 May 2017. Darbonne, D., & Darbonne, D. (2017). Arts and humanities subjects are not
(formative + summative)
(summative)
•
Prototype I We will establish a TEAMS club at one or two high schools to help guide students in the right direction. This process will allow us reflect what activities or methods are most effective in spreading STEAM concepts in school. This will also give us a better insight on how we should structure our social media to reach out more effectively to other areas as well.
Web Analytics We will use data collected throughout the years to continue to expand the organization. Analyzing our user data will also help us continue to find fun and engaging ways for students to promote STEAM as a whole.
•
“Case Studies.” STEM to STEAM. N.p., n.d. Web. 30 Apr. 2017.
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“What is STEAM?” STEM JOBS. N.p., 28 Oct. 2015. Web. 03 May 2017.
•
“STEAM Education.” STEAM Education RSS. N.p., n.d. Web. 26 Apr. 2017.
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“STEAM + A=STEAM.” Sesame Workshop. N.p., n.d. Web.
•
Ndc. Complete Lesson Packet For Edible Car Contest (n.d.): n. pag. Web.
•
Leckart, Steven. “The Hackathon Is On: Pitching and Programming the Next
Semester Reports Once we have a relatively strong establishment of TEAMS, we will hold semester reports to check on club progress (throughout all regions) and see how we can continue to provide support. This will also help us plan any future big events.
•
interchangeable with STEM - The Vermilion. The Vermilion. Web. 3 May 2017.
Killer App.” Wired. Conde Nast, 17 Feb. 2012. Web. 08 May 2017. “Public Funding for the Arts: 2014 Update.” Public Funding for the Arts: 2014 Update | Grantmakers in the Arts. N.p., n.d. Web. 08 May 2017. •
Jana, Reena. “To Innovate, Scientists And Engineers Find Inspiration In The Arts”. ZDNet. N.p., 2017. Web. 30 Apr. 2017.
•
Kieniewicz, Johanna. “Why Scientists Should Care About Art”. At the Interface. N.p., 2017. Web. 30 Apr. 2017.
•
Pomeroy, Steven. “From STEM To STEAM: Science And Art Go Hand-In-Hand”. Scientific American Blog Network. N.p., 2017. Web. 30 Apr. 2017.
•
LaMore, Rex, Kristen Parker, and Eileen Roraback. “A Young Picasso Or Beethoven Could Be The Next Edison”. MSUToday. N.p., 2017. Web. 30 Apr. 2017.
•
Bowley, Graham. “What If Trump Really Does End Money For The Arts?”. Nytimes.com. N.p., 2017. Web. 30 Apr. 2017.
SOLUTION Students Engaged in STEAM Education Advocacy.
Conference (formative + summative) Prototype II The 2-day conference will hold engaging activities and STEAM promoting keynote speakers to educate students that attend. This conference will be a trial to see how effectively we manage to communicate the importance of STEAM and demonstrate how STEAM fields are interconnected with one another. Conference Feedback Questionnaire We will provide an online feedback survey to both students and sponsors that attend. This survey will help us evaluate the learning stretch in students’ knowledge of STEAM. Sponsor feedback will also help us identify any problems or areas that we could improve on for future conferences. Web Analytics We will collect user data from our social media and event registration to measure how successful the event was and help us plan for future conferences.
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Idea Development
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Brainstorming Our Campaign Topic In our initial brainstorming session for social issues we were passionate in, we came up with 4 main topics that we were all interested and did a rapid word association exercise with sticky notes to brainstorm ideas for each topic. Topics included introducing home economics in schools, tackling physician burnout, fostering healthy eating in kids, and advocating STEAM education. After our rapid word association, we created groups of sticky notes that had common themes or topics. Overall, we gravitated towards STEAM education the most as our campaign topic. We were all passionate in advocating for the arts especially given recent budget cuts proposed by President Trump. Given our identity as designers, we also deeply believe in interdisciplinary learning and collaboration, so we decided to create an Awareness Campaign to educate people about STEAM education and its value to society.
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Logo Development For our campaign, we decided to rearrange the “STEAM” acronym to “TEAMS” as our campaign name as it conveyed collaboration and interdisciplinary cooperation as our central value. Ideation sketches for our logo included several different concepts, playing with the bridge motif to represent connectivity, dots and lines to represent interwoven networks, and abstract graphics to represent our core values of interdisciplinary collaboration. Our final logo employs the lightbulb motif as our main graphic element, representing ingenuity and ideation across disciplines. We wanted to focus our campaign on inspiration, sparking conversation about STEAM education, and opening minds to new ideas about art and science and how they relate to our future.
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Editorial & Brochure Development For our editorial design, we geared our art direction towards a more professional and modern look to communicate the relevance of our topic to modern times. We focused on a three column grid and played around with white space and photo imagery in initial sketches. In the initial stages of the brochure design, we experimented with many different forms, shapes, folds, and sizes. We wanted something that communicated our campaign and our identity best. We utilized both hand sketches and rapid prototyping with scrap paper mockups. After many iterations, we decided to create an accordion fold brochure that fit inside an A6 envelope so it could be distributed by hand or by mail to more distant clients. The brochure had to have a layout design that made sense when the brochure was both opened flat or folded in. The overall design had to tie in to our theme of connectivity and collaboration.
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Graphic Standard
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Logo Design The logo is designed around the central theme of inspiration and collaboration. This is translated in the lightbulb logo graphic which is incorporated into the bowl of the “a” in “teams”. The rounded sans serif typeface creates a friendlier and more approachable logo that is geared towards high schoolers. The teal color increases the approachability of the brand, and the grey maintains professionalism and credibility. The brief tagline underneathe the logo, “multidisciplinary | collaboration”, functions to communicate the purpose of the organization.
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Black & White
Opacity
Opacity: 65%
1 Inch Version
Reverse Color
1�
Opacity: 65%
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Dimensions
Proportions
x Clear Space around Logo = 4x
kearning: optical tracking: +20
1.5x
Clear Space around Logo = 4x
x-height of Comfortaa typeface
Inappropriate Usage Missing Tagline
Distorted Proportions
Switched Colors
Unspecified Colors
kearning: optical tracking: +150
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Typography Logotype
Comfortaa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Headers
Body Copy
DIN 1451 Std Engschrift - 18pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Proxima Nova Regular - 9pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Color Palette
CMYK: 62,0,36,0 RGB: 86,194,180 HEXcode: #56c2b4
CMYK: 0,0,0,100 RGB: 0,0,0,0 HEXcode: #000000
CMYK: 52,43,43,8 RGB: 128,128,128 HEXcode: #808080
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Business System
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Letterhead Front
Rear
Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
Michelle Hosogai UC Davis Student Street Address City, State Zip Dear Ms. Hosogai, Laborum sint exercitation. Dicta sequi vitae id or cupidatat officia or minim. Consequatur odit aliquid architecto and mollit. Ipsa consequat excepteur yet veritatis and ullam. Aliqua commodi yet explicabo and doloremque or aspernatur, unde sunt. Quis minim eos quasi or nequeporro and do veritatis. Quia illum or amet modi aliquam, quis si. Anim. Aperiam. Id perspiciatis or ipsum. Nihil eius, in so commodi laudantium quam quis. Pariatur quis nor eum for dolore velitesse. Commodi accusantium vitae sed omnis or eos cillum. Amet labore consequat magnam. Eaque duis non, nor nesciunt. Nostrum inventore veniam or ut ullam. Velitesse odit natus. Autem sit and aliquid. Excepteur in qui. Occaecat aute iste and autem. Iure ab omnis, yet laborum. Ipsam ipsa, so accusantium lorem suscipit for sunt. Vitae magna consequuntur. Fugiat perspiciatis exercitation perspiciatis. Adipisci. Officia.
Sincerely,
Isaac Tseng Founder of TEAMS 123.456.7890 teams@teams.org
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Business Card
#10 Envelope Front
Front
multidisciplinary | collaboration Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
ISAAC TSENG FOUNDER Lorem ipsum dolor sit amet https://www.teams.org teams@teams.org 123.456.7890
Rear
Rear
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TEAMS Promotion
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USB flash drive process manual | 35
TEAMS promotion 36 | process manual
T-Shirt Front
T-Shirt Back process manual | 37
TEAMS promotion 38 | process manual
Editorial
Tote Bag process manual | 39
TEAMS promotion 40 | process manual
Baseball Cap
Brochure & Envelope process manual | 41
TEAMS promotion 42 | process manual
Website
Social Media process manual | 43
TEAMS promotion 44 | process manual
Pins
Stickers process manual | 45
Conference Promotion
46 | process manual
Event Tickets process manual | 47
conference promotion 48 | process manual
Highschool Poster
Bus Shelter Poster process manual | 49
conference promotion 50 | process manual
Billboard
Streetlamp Banner process manual | 51
Budget & Schedule
52 | process manual
Budget
Schedule
Deliverable
Quantity
Cost
Business Card
3000
$170
Brochure Pins Tote bags T-shirt Folder Letterheads Envelopes Stickers
1000 1000 1000 1000 1000 1000 1000 1000
$525 $250 $5550 $6740 $975 $250 $158 $50
500 500 500
$8200 $5600 $500
2 1 Small Marketing Company 1000 miles/month 2 days
$3000/month $12/year $1500/month $1115/month $40000
Baseball Caps USB Flash Drives Posters Billboards Website domain Social Media Marketing Transportation Conference venue booking
2017
May
Editorial, Brochure, Campaign materials design complete. Outreach to Community Partners.
June
Pre-Production Complete. Campaign Pitch.
July
Production of Campaign Materials. Continue outreach and collaboration with community partners and sponsors. User-testing with High Schools
Aug-Nov
Distribution to Highschools. Promotional Tour. Conference planning & production.
Dec
2-Day Conference
Sponsorship Levels Silver sponsor ($1,500) recognition in all our publicity/promotions, including 500+ posters that will be distributed in schools, food chains, supermarkets, businesses, libraries, organizations. Plus one ½ page advertisement of your business on the program book.
Gold sponsor ($2,500) all the SILVER privileges plus one free 12 x 12 tent on event day to showcase and promote your business to the public, add your company website link in our 2017 STEAM event page.
Diamond sponsor ($3,000+) all the GOLD plus displaying your banner/sign at the main stage or event headquarter and recognizing your sponsorship during event open ceremony.
Estimations and quotes from Vistaprint, Google Domains, California Academy of Sciences, eVenues, Outfront Media and LYFE Marketing.
Total Cost $74595 Ticket pricing (est. 1000 student attendance) $74595 / 500 = $74.595/ticket
(with est. sponsorship + educational subsidy: $25000) ($74595-25000) / 1000 = $49.60/ticket
process manual | 53
Design Analysis
54 | process manual
The Design Problem STEM (Science, Technology, Engineering,and Math) has created misconceptions and a lack of appreciation for the arts and humanities. Many students struggle to explore a career within the arts because of pressure from society and discouragement. Schools should adopt STEAM (Science, Technology, Engineering, Art, Math) instead of limiting teaching to STEM because there is a need to let students about the importance of the arts and how it interconnects with the areas in STEM. Our government and industry needs to provide more resources and funding to provide opportunities for arts in students’ education. The desired end result is an awareness campaign for promoting and supporting STEAM education. It would provide online and print resources on STEAM, how to start a high school chapter and information about the conference. We created the identity for the campaign that included the logo, business system, marketing applications, website, merchandise and conference posters. Interviews and surveys were conducted to further support our research into the design problem. Support and funding for the campaign will be mainly from company and institutional sponsorships and donations. High schoolers will take initiative in starting TEAMS chapters at their high schools and we will continue to spread awareness through advertising and flyering around the Bay Area to promote the conference and STEAM education.
process manual | 55
Christie Neo Job Description
As one of the designers on the team, I researched industry applications and future directions for STEAM, and created an accompanying infographic for the editorial copy. At the beginning of the process I also attempted to get in touch with students at RISD’s STEM to STEAM program, but did not get a response. For the brochure, I sketched and prototyped its physical appearance, getting feedback from teammates about how the content of the brochure could work with the form to create a cohesive experience. For the proposal, I drafted a budget with material estimates, sponsorship information and ticket pricing. I also made basic mockup templates for the campaign’s merchandise and advertising, and final mockups of the banners, posters, billboards and shirts. For the final presentation I designed and ordered shirts and buttons from Repro Graphics.
Research
The initial problem was identified at the college and high school level through personal experience and in-class verbal surveys. We researched secondary sources about arts in education and came across a general lack of STEAM awareness in the Bay Area. We each reached out to different programs and educational institutions for interviews and to send surveys to high school students, and looked at existing STEAM projects on the east coast. The implementation needed evidence supporting the need for STEAM education in high schools and interest in arts in tech industries in the Bay Area. Our target audience and location determined our approach to the design problem because we wanted a solution that would not only cater to high school students but would also appeal to professionals and parents. We wanted to focus on getting high school students involved in changing their education because we believe that participation is most effective in spreading awareness and action.
Planning
We created a timeline for bringing the campaign to life and outlined how we would see the actual conference being carried out in the future. For the first 7 weeks, we set detailed deadlines and divided the work equally. The last 3 weeks were left for production of materials for the final presentation on week 10. Overall, we held each other to a similar standard and picked up work when we could to ensure that we were on schedule for the progress of the campaign.
Communication
Contact information of similar organizations includes: - STEAM (info@steamwith.us) - STEM to STEAM (stemtosteam@risd.edu) - Project H (info@projecthdesign.org, epilloton@gmail.com) Communication within our group was smooth. We followed our master schedule and allowed enough space to shift deadlines around when needed in order to make use of feedback and allow additional production time. Communication with outside organizations was difficult because their slow (or lack of) responses hindered our ability to effectively gather data from our target group to support our design problem. Our master schedule and timeline was created taking the established class schedule into account. Reviews were scheduled after critiques to revise content. Class time was spent working on individual assignments and reviewing others’ work.
Implementation
To evaluate and improve the design process, we need to ask our audience about what they expected, what they found most helpful and unhelpful, and what they wish they could’ve known more about. It would also be important to gauge company and school satisfaction to improve the experience and maintain a strong relationship with the sponsors. Every other month or so, our organization should conduct a board meeting to assess the campaign’s effectiveness through target audience surveys and website visitor statistics, and implement changes accordingly to improve the visitor’s experience.
design analysis 56 | process manual
Isaac Tseng Job Description
I was the main project manager and a designer for this team. As one of the designers, I was in charge of more logistical and presentation work in terms of overall final presentation materials. My responsibilities included creating the proposal and process manual documents, ordering items for swag, designing the final brochure, researching the definition and origin of STEAM for the editorial copy and creating its accompanying infographic. Swag items included tote bags, USB thumb drive, and baseball cap. These were printed through Vistaprint, an international printing service. For this project I reached out to Adele Zhang, faculty of Design at UC Davis, as well as the National Arts & Sciences Initiative by the Phi Beta Kappa society. Adele Zhang expressed great interest in supporting the cause and the Phi Beta Kappa Society referred me to the website for more information regarding STEAM efforts in the United States. As the project manager, I led team discussions for art direction, research goals, logistics, project timeline, and work distribution. I ensured project progress was on schedule with both our class and our internal team deadlines. I also created the main Google Drive folder for consolidating all project materials.
Research
One of the main drives for this campaign is the pressing issue of severely reduced resources towards Arts education in the United States. As design students we think crossdisciplinary, and countless occupations involve cross-disciplinary collaboration and thinking. While it is important to develop Science and mathematical skills as emphasized in STEM education, Arts and Humanities still plays an integral role to society in decision making and value systems. My research centered on finding out the severity of budget cuts for the Arts in the United States, and the philosophy of STEAM education as well as its efficacy in comparison to that of STEM education. When we were conceptualizing this campaign, we needed to identify who our audience would actually be. When discussing STEM education or STEAM education, universities and grade schools come to mind. We also had to decide between educators, parents or students as our core focal group. Through discussions with fellow university students about their educational experience, as well as secondary research on learning patterns with age and East Coast STEAM efforts, we decided to focus our audience on high school students. High schools are perfect environments for fostering educational values that get students thinking critically about their futures, and targeting students themselves helps use our audience themselves as the propagators of STEAM philosophy to other peers.
Planning
While I was the main project manager, all planning was done as group effort during meetings early in the quarter. At the beginning of the project we set up an excel sheet lining out every single item we had to have completed in conjunction with class deadlines. We set up internal deadlines that were always earlier than class deadlines in case of emergencies. In terms of work distribution, we laid out each team member’s skill set and determined who was most suitable for what job. Work distribution was all decided early on in the quarter to allow later meetings to focus on group critique, review, and edits. Class times were the main discussion times for our project, with time outside of class as production time. Our strict internal timeline meant that we would have work ready for review during class, so class meetings were always productive and we could move on to the next item efficiently. Overall, I personally felt that communication and logistics between group members was very smooth and we all carried our own weight very well. Most things went according to plan, with a few adjustments to address challenges in outreaching for interview and survey based research.
Communication
My main focus of research centered around the National Arts & Sciences Initiative by Phi Beta Kappa (http://toolkit.pbk.org/). Their reach spans nationwide and they have connections with multiple different STEAM and Arts Advocacy organizations across the nation. I also looked into financial support from 2 organizations, namely the National Endowment for the Arts (https://www.arts.gov/), and Americans for the Arts (http://www. americansforthearts.org/by-topic/funding-resources). Communication within our group was very good. We followed our internal schedule tightly and remained very transparent with each other in terms of progress and questions for clarification. Class time was used effectively as feedback and discussion time, so everyone was always on the same page and we kept each other accountable. It was much more difficult when reaching out to outside organizations because through emailing systems and cold calling, organizations often dismissed our small three person group as spam, and we were often just referred to websites to gather information. We also reached out to several high schools including Davis High School, yet it was difficult getting in touch with them and effectively conducting research due to very slow response times.
Implementation
This project can be assessed for improvement and efficacy through user-testing with select local High Schools. This campaign could be proposed to student organizations at the selected high school, and they would carry out a 1 month exposure trial of this campaign to students at said high school. This can help gauge audience response, and if our usertesting is successful, we could use our user test data to gather sponsorships and industry partners for the full campaign. Campaign outreach will center around gathering high school student organization support in the larger California Bay Area. Our primary goal is to establish around 12-15 new student organizations supporting the TEAMS initiative within 3 months of implementing this campaign. With a strong network of student organizations, we can move towards setting up the Bay Area centered conference, which is scheduled for the 9th month of this campaign. Every month, the campaign team will have a board meeting for progress reports, reviews, consolidate website data analytics, and strategy discussions. The campaign conference organizing committee will also be planning the conference concurrently with the campaign implementation across schools. All partners and sponsors will receive monthly newsletter progress reports on our High School student reach and various advocacy activities.
process manual | 57
Michelle Hosogai Job Description
I was one of the designers for this project. -Logo: I contributed in designing three different logo ideas, so that our group would have a total of nine logo ideas to work off of. The final logo for TEAMS originated from one of my logo drafts. -Business System: I designed the letterhead, business card, and envelope and created the mockup image consisting all parts of the business system to put into our business proposal. -Website: I designed the website mockup and created a separate flow map with visual wireframes to put into the process manual. I also created a video using After Effects to show the entire flow of the website for the presentation. -Social Media: I set up the Facebook page for TEAMS and designed the social media images and banners used universally throughout the different media sites.
Research
(Early) Brainstorm: At the start of the project, I had actually brainstormed for societal issues such as physician burnout, colorism, and invisible disabilities (ASD, depression, etc.) And I had carried on my surface researching into invisible disabilities through my 6 word poster. Case study: For my case studies, I wanted to look into more variety of societal issues, so I had explored on Nike’s bottle t-shirt case. This case was about Nike making a green movement by downcycling plastic bottles to create their athletic jerseys and setting a world example. My other case study was related to a pamphlet designed to explain complicated street vending laws, to bridge the language barrier gap for non-english speaking street vendors. Beginning TEAMS study: My group all showed interest in Isaac’s topic on the lack of STEAM education system, and therefore decided to focus our campaign on this. We started by addressing our own personal experience growing up in a STEM enforced education system and began our research from there. For the editorial, I had researched into the background studies showing the lack of STEAM in schools currently and also various case studies/ examples of STEAM being implemented in school. Everyone in the group also contributed by creating an infographic to incorporate into our final editorial. I also reached out various programs (such as the Arts and Science Program) and different local high schools to survey students to gather more information for our research. However, I ended up with no response or luck of collaboration on the school’s part. Approach to the problem: After doing some background researching, we came to the conclusion that we wanted to approach the problem by targeting high schoolers themselves. We felt that targeting the education system on a state level or federal level would not have been an effective solution. Our proposed plan for this was a two part awareness campaign; the awareness of the lack of STEAM itself and the call-to-action conference that would educate high schoolers about the impact of STEAM.
design analysis 58 | process manual
Planning
Our main concept with the two part campaign was brainstormed together early in the process. Isaac and Christie had set up a master schedule with all the big dates and overview of progress deadlines on the day that I was absent. The schedule that they set up had helped to distribute work amongst us and gave me a good idea of when I had to finish certain parts of the project effectively. I think that overall our team had successfully approached this campaign. A huge part of it was because of Isaac and Christie’s strategic planning skills. Our group was relatively organized with a systematic folder on Google Drive where we kept all of our working files. Isaac and Christie were both very helpful with setting up deadlines that were very reasonable that always put into consideration printing time or merchandise ordering time frame. All of us were also very present majority of the time on our group chat where we gave more immediate responses or feedback to one another. I think that because STEAM is a topic that all of genuinely show interest in, we never ran into any issues where lack of engagement occurred.
Communication
I think what was strongest throughout our campaign process, was our group communication with one another. Isaac, Christie, and I had communicated mostly through our Facebook group chat. This allowed us to easily update each other immediately about our current progress and any updates we had made to any files that were uploaded on our shared folder on google drive. We were not only supportive to each other through the more collaborative portions of our project, but also on the individual parts. Isaac and Christie were always there to support me and provide me feedback on my editorial on top of all the groupwork portions. I think this strengthened our group as a whole. I think the only weak communication that occurred in our campaign process was the lack of response from outside organizations. I had contacted Art and Science Fusion Program to interview about their experience with doing STEAM-like projects. However, they never followed up with my emails. I had also set a survey with the help of Isaac and Christie, and reached out to my own previous high school as well as Davis High School in hopes of collaboration from their students and staff. However, there were issues with the district having to approve and slow response time from them that made it difficult to include them into our research.
Implementation
I think overall, our campaign process went relatively smoothly.. However, it would’ve been stronger had we spent more time and and had more outside organizations that supported our research process. I think that our approach with the awareness and conference was a good idea as well. And I can picture this campaign to really flourish if we spend more time actually implementing and reaching out to various schools in the Bay to attend this educational conference. I think that taking time to find sponsors and living examples of STEAM promoting projects or people to share their thoughts or process at the conference would also work towards expanding our goal.
Team TEAMS
process manual | 59
TEAMS Campaign 1 Shields Ave, Davis, CA 95616 123.456.7890 www.teams.org teams@teams.org