Rikki Melina Tafoya
Portfolio
Deconstruct Product Development
DECONSTRUCT
ABOUT THE BRAND The Deconstruct product line brings a new twist to Steampunk style, and combines it with modern androgyny. This unisex collection combines lush fabrics with tattered edges, steadfast hardware, and tenacious accessories. Prepared to enter stores for Fall/Winter 2013, Deconstruct hopes to bend gender perception and empower young unique people of all shapes, and colors.
Brand essence
PAST. PRESENT. FUTURE.
Deconstruct pulls inspiration from the lives and emotions of its customers. We’re in touch with their fears, dreams, and opinions. We read up on them, we hang out with them, we’ve immersed ourselves in their culture so much that we’ve blurred the line between where we end and they begin. We’re inspired by who they are, and who they hope to become.
Message to Customer: “Deconstruct is inspired by the many faces of you. Whether you’re a fashion influencer or fashion vigilante. We’re inspired by your past, just as much as by who you are right now. We’re inspired by all that you are and who you wish to become.”
Branding Elements PRIMARY TYPEFACE PUNK KID
o123456789Abcdefghijklmnopqrstuvwxyz
SECONDARY TYPEFACE EUROSTILE
0123456789 a b c d e f g h i j k l m n o p q r t u v w x y z
Color Palette
Logo Snow 0, 0, 0, 0
Camel 26, 29, 49, 0
Raven 0, 0, 0, 100
Dust (51%) 71, 66, 65, 72
Packaging Details
Shopping Bag Hangtag Gift Box
target customer
Have You Seen This Person? Deconstruct’s primary market consists of fashion-forward men and women between the ages of 18 and 35 with an average gross annual income of $54,000. These Gen-X and Gen-Y individuals are urban dwellers living in major metropolitan areas like New York City, Los Angeles, Seattle, and San Francisco. Their unique and powerful sense of style is a means of expression and also a slight to social norms. They reject the “American Dream” and are unmarried, without children. The men and women of Deconstruct are educated, well-informed and socially active. They excel in professional fields ranging from Graphic Design to Political Science. They’re hard-at-work and hard-at-play, never missing a live concert or gallery opening. They are innovators, Mac’s, and thought-leaders who are enthusiastic about technology, politics, and fashion. They’re spending their cash and their free time at bars, shopping at All Saints or Diesel, and grabbing QR codes for anything that intrigues them. http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot. jsp&menuid=91&submenuid=911
f/w 2o13 Color & Fabric Story Colors
Fabrics
Bruise
Crochet
Pantone PMS 5265
Ash
Leather
Pantone 433
Dusk
Selvedge Denim
Pantone PMS 533
Petal
Cotton Jersey
Pantone PMS 437
Raven Pantone Black 5 2x
Gabardine Wool
Dorsal Assortment
Flight of Night Tee 100% Cotton Jersey Sizes: XS-XL Colors: Raven, Petal Retail: $89.00
Dove’s Tail Tee 100% Cotton Jersey Sizes: XS-XL Colors: Ash, Petal Retail: $89.00
Tattered & Torn Tee 100% Cotton Jersey Sizes: XS-XL Colors: Ash, Raven Retail: $89.00
New Pharoah Tee 100% Cotton Jersey Sizes: XS-XL Colors: Raven Retail: $129.00
The Mad Max Sweater Linen Crochet Sizes: XS-XL Colors: Dusk, Petal Retail: $189.00
The Raven Sweater 100% Cashmere Sizes: XS-XL Colors: Raven Retail: $265.00
Top Gunner Jacket 100% Polyamide Sizes: XS-XL Colors: Raven Retail: $299.00
The Easy Rider 100% Genuine Leather Sizes: XS-XL Colors: Raven Retail: $350.00
Ventral Assortment
Stand Tall Chino Pant 100% Cotton Sizes: XS-XL Colors: Raven, Dusk Retail: $165.00
The Marching Pant 100% Wool Sizes: XS-XL Colors: Raven, Petal Retail: $189.00
The Newspaper Kid Pant 100% Wool Sizes: XS-XL Colors: Ash, Bruise Retail: $225.00
The Slacker Pant 80/20 Cotton Polyester Blend Sizes: XS-XL Colors: Raven, Ash Retail: $195.00
The New Idea Denim 100% Selvedge Denim Sizes: XS-XL Colors: Raven (wash) Retail: $189.00
The Picnic Short 100% Selvedge Denim Sizes: XS-XL Colors: Bruise (wash) Retail: $129.00
The Picnic Short in Corduroy 100% Fine Corduroy Sizes: XS-XL Colors: Raven (wash) Retail: $129.00
The Baseball Boy Short 100% Wool Sizes: XS-XL Colors: Raven, Ash Retail: $165.00
storefront visuals Window visuals for Deconstruct will reflect a youthful rebellion and fashion forward style. Our customers will immediately identify with the imagery we use because we combine modern fashion and images of well-known punk pioneers (to the left, we use Iggy Pop as a primary visual element). Deconstruct also uses controversial imagery to identify with our customers because we understand the struggles they experience in life. We use our window displays as an opportunity to create a bond, establish unity, and express our opinion - just as we encourage our customers to express theirs.
Social Media Presence Our social media tactics will include a multi-site strategy which offers consistency in branding, interests, and the information we communicate to the public. Our Twitter, Facebook and Pinterest profiles will host a variety of information regarding sales and in-store events to create DIY punk rock clothing and trunk shows. Unlike most fashion brands, we will also utilize these pages as a means of communicating and creating a bond directly with our customers. We’ll take this opportunity to answer questions, support other local companies, and start a healthy dialog about issues that are important to us and our customers.
Fatty Cakes Cupcake Shop Retail Store Management
Company Description Fatty Cakes offers gourmet, classic desserts to enthusiasts in the San Francisco Bay Area. We pride ourselves on offering “traditional desserts with a twist” which are reasonably priced, giving our customers their money’s worth. Our seasoned bakers and friendly staff will help our customers explore new culinary tastes and create a “third place” for our customers to enjoy. Who We Are: Traditional with a twist, Appealing, Dessert Enthusiasts, Fairly priced, Back to basics, Humorous, Wholesome, Foodies, Creative, Tasty, Plentiful, Variety, Friendly, Quality Ingredients, Genuine, Service, Fresh Who We Are Not: Complicated, Cookie-cutter, Boring, Stuffy, Overpriced, Health-conscious, Vegan, Gluten-free, Superficial, Tasteless, Unsatisfactory, Stale, Average
Our First Location Fatty Cakes first location will be in Noe Valley, which is an up-and-coming shopping neighborhood in San Francisco. The Noe Valley neighborhood offers a variety of restaurants, specialty shops, and boutiques. This area experiences dense foot traffic - especially on weekends - and is home to the working class, dot.com millionaires, and is the punch line to jokes about stroller populations. Noe Valley has a plethora of retaurants, salons, furniture, and clothing stores from which to choose. Fortunately for Fatty Cakes, the Valleyans lack a wholesome specialty cupcake boutique from which to purchase their desserts. Major competitors in San Francisco include well-known cupcakeries such as Kara’s Cupcakes, Cako, and locally-owned bakeries Noe Valley Bakery.
Our Customer Meet Karen... She is a 32 year old, married mother of one currently residing in Noe Valley. She’s a college graduate, registered voter, and avid supporter of American Cancer Society and other non-profit organizations. Every year she participates in the SF Aids Walk and Race for the Cure, San Francisco Breast Cancer Walk. Karen’s primary language is English, but she has learned to speak small amounts of Spanish and French throughout her worldly travels. She’s a multi-tasking extraordinaire who balances marriage, children, and a career as a Publicist. In her spare time she enjoys the outdoors, reading fashion magazines, and socializing with a close-knit group of friends. She’s a member at Noe Valley Gym, rents her movies at Video Wave and advocates for local businesses.
Branding Elements BUBBLEGUM ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*?
Sunshine in My Soul
a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # % ^ ?
Pantone DS 251-7c C....25 M...0 Y....10 K....3
Pantone DS 186-4u C....65 M...65 Y....0 K....15
Pantone DS 149-4c C....0 M...60 Y....0 K....5
Pantone DS 5-3c C....0 M...15 Y....75 K....0
Pantone PMS 465 C....22 M...30 Y....71 K....0
Pantone PMS 476 C....46 M...62 Y....85 K....44
Pantone Black C C....0 M...0 Y....0 K....100
R....182 G....220 B....222
R....95 G....90 B....153
R....229 G....128 B....173
R....255 G....214 B....92
R....201 G....171 B....101
R....96 G....69 B....40
R....0 G...0 B....0
Packaging Elements
Current Trends Creating an Emotional Connection Fatty Cakes Will... We will have customers share their ideas and inspirations for their love of baking through our in-store Thought Box, website, and mobile app. For Mother’s Day and Father’s Day we will have cupcake workshops for children to create special cupcakes for their parents. In addition, we will offer support to any man looking to take the next step in his relationship. We’ll give tasty tips for menu-planning for everything from first date to proposal and beyond. For Any Occasion... We offer specialty desserts and cupcake arrangements for all of life’s milestones including marriage proposals, engagements, bridal showers, weddings, baby showers, baby’s 1st birthday and anniversaries. Fatty Cakes strives to... We strive to create an emotional connection with our customers by making them feel “at home” and “understood”. Our idea is to create a Third Place environment where people can come sit and relax with their friends and family. We want to become a household name which is trusted and relied upon for all the important occasions in their lives.
Customization It’s a Buyers Market... A high overall demand for personalized products in today’s market has lead to mass customization in all genres; thus, there is a niche market for designer desserts. As manufacturing and distribution becomes more streamline, the markets become more saturated, thus increasing any companies need for a competitive advantage. In the pastry industry, customization is often only offered on a special-orderbasis for which minimum orders are required. At Fatty Cakes, providing “Couture Cupcakes” is our competitive advantage. They are not customized for each individual customer but towards our target market. Innovations include:
• Fashion Cupcakes: Based on current trends in prints, colors, and accessories • Childrens Cupcakes: Animals, cartoons, etc.
Current Trends New Technology
Innovative Displays
Fatty Cakes’ main platform for communications and education will be through modern technology such as the iPad, mobile apps, and e-learning modules. We offer mobile apps, as well as an online site for ordering to offer convenience for our customers. Utilizing modern POS software through Apple devices will benefit both Fatty Cakes and the customer by reducing our carbon footprint, and by appealing to our customers modern sensibilities. Fatty Cake’s aims to take inspiration from Cupcakeries such as Joy, American Cupcake, and MORE. We will combine modern and innovative design concepts with classic bakery aethetics to create a fun, interactive atmosphere for our customers.
Social Media Marketing We Stay Connected... Fatty Cakes stays active on social media websites such as Facebook, Twitter, Instagram, and Flickr. We’re also connected to our customers through our mobile app and online store. We Communicate...
We Hope To...
• New Flavors • New promotions • Current events • FAQ’s from customers
• Encourage customers to come into the store and shop • Inspire our customers to become active and interested in our company
On-boarding Materials
Promotional Calendar
March 2012 Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
1 FLAVOR OF MONTH-
4
6
5
Saturday
2
MINT CHOCOLATE CHIP
7
8
9
14
15
16
3
10
TASTY TUESDAY WORKSHOPS
11
12
13
17
18
19
20
21
22
23
24
TASTY TUESDAY WORKSHOPS
February 2012 Sunday
Monday
25
26
Wednesday 1
Thursday 2
Friday 3
TASTE & CHAMPANGE BRUNCH
27
28
29
31
30
TASTY TUESDAY WORKSHOPS
TASTE & CHAMPANGE BRUNCH
Tuesday
ST. PATRICK’S DAY
15% OFF TO ANYONE WEARING GREEN OR PURCHASING CUPCAKE OF MONTH TODAY ONLY
TASTY TUESDAY WORKSHOPS
Saturday 4 GRAND OPENING FLAVOR OF MONTHSTRAWBERRY CUPCAKE
6
5
7
8
9
10
11
April 2012 Sunday
Monday
1 APRIL FOOL’S DAY
Tuesday
2
FLAVOR OF MONTHBANANA SPLIT
TASTY TUESDAY WORKSHOPS
8
EASTER
Wednesday
Thursday
4
3
Friday 7 EASTER PROMOEASTER BUNNY VISITS STORE
TASTY TUESDAY WORKSHOPS
9
Saturday
6
5
10
11
12
13
14
18
19
20
21
25
26
27
28
TASTY TUESDAY WORKSHOPS
12
LINCOLN’S BIRTHDAY
13
14
VALENTINE’S PROMO
VALENTINE’S DAY
15
16
17
18
15
16
TASTY TUESDAY WORKSHOPS
VALENTINE’S PROMO 22
TASTY TUESDAY WORKSHOPS
EARTH DAY
20
PRESIDENTS DAY
21
22
TASTY TUESDAY WORKSHOPS
26 TASTE & CHAMPANGE BRUNCH
27
28 TASTY TUESDAY WORKSHOPS
24
23
TASTE & CHAMPANGE BRUNCH
TASTY TUESDAY WORKSHOPS
29
19
17
23
24
25
30
TASTE & CHAMPANGE BRUNCH
TASTE & CHAMPANGE BRUNCH
29 MONTHLY SALES GOAL: $23,608 WEEKLY SALES GOAL: $5,902
May 2012 Sunday
Monday
Tuesday 1
FLAVOR OF MONTHCOOKIES ‘N CREAM
Wednesday
Thursday
Friday
Saturday
2
3
4
5 CINCO DE MAYO
9
10
11
12
16
17
18
19
23
24
25
26
TASTY TUESDAY WORKSHOPS
6
7
8 TASTY TUESDAY WORKSHOPS
13
MOTHER’S DAY
14
15
SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY
20
TASTY TUESDAY WORKSHOPS
21
22 TASTY TUESDAY WORKSHOPS
27 TASTE & CHAMPANGE BRUNCH
SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY
28
MEMORIAL DAY
29 TASTY TUESDAY WORKSHOPS
TASTE & CHAMPANGE BRUNCH
30
31
Merchandise Assortment First Year Sales Plan
STYLE DESCRIPTION Vanilla Cake / Vanilla Fros/ng Lemon Raspberry Cake / Vanilla Bean BuBercream Fros/ng Chocolate Cake / Vanilla Fros/ng Chocolate Cake / Chocolate Fros/ng
RETAIL $4.00
Weekly Sales Goal (Units) 12
Weekly $ Sold $48.00
6‐month Sales Goal (Units) 312
6‐month $ Sold $1,248.00
$4.00 $4.00 $4.00
12 12 12
$48.00 $48.00 $48.00
312 312 312
$1,248.00 $1,248.00 $1,248.00
Red Velvet Cake / Cream Cheese Fros/ng Subtotal Classifica.on ‐ Fa2y Cakes Vanilla Cake / Vanilla Fros/ng Lemon Raspberry Cake / Vanilla Bean BuBercream Fros/ng Chocolate Cake / Vanilla Fros/ng Chocolate Cake / Chocolate Fros/ng
$4.00
12
$3.50
132
$48.00 $240.00 $462.00
312 0 3432
$1,248.00 $6,240.00 $12,012.00
$3.50 $3.50 $3.50
132 132 132
$462.00 $462.00 $462.00
3432 3432 3432
$12,012.00 $12,012.00 $12,012.00
Red Velvet Cake / Cream Cheese Fros/ng Vanilla Cake / Chocolate Fros/ng Subtotal Classifica.on ‐ Regular Cakes Chocolate Cake / Chocolate Fros/ng Vanilla Cake / Chocolate Fros/ng
$3.50 $3.50
132 132
$2.00 $2.00
36 36
$462.00 $462.00 $2,772.00 $72.00 $72.00
3432 3432 0 936 936
$12,012.00 $12,012.00 $72,072.00 $1,872.00 $1,872.00
Lemon Raspberry Cake / Vanilla Bean BuBercream Fros/ng
$2.00
36
$72.00
936
$1,872.00
Banana Cake / Caramel BuBercream Fros/ng
$2.00
36
$72.00
936
$1,872.00
36 36
$72.00 $72.00 $432.00 $294.00 $294.00 $294.00 $294.00 $294.00 $294.00 $1,764.00 $40.00 $40.00 $40.00 $40.00 $40.00 $40.00 $240.00
936 936 0 2184 2184 2184 2184 2184 2184 0 520 520 520 520 520 520 0
$1,872.00 $1,872.00 $11,232.00 $7,644.00 $7,644.00 $7,644.00 $7,644.00 $7,644.00 $7,644.00 $45,864.00 $1,040.00 $1,040.00 $1,040.00 $1,040.00 $1,040.00 $1,040.00 $6,240.00
German Chocolate / Caramel BuBercream Fros/ng $2.00 Carrot Cake / Cream Cheese Fros/ng $2.00 Subtotal Classifica.on ‐ Mini Cakes February: Strawberry Cake $3.50 March: Mint Chocolate Chip $3.50 April: Banana Split $3.50 May: Cookies 'n Cream $3.50 June: Rainbow Cake $3.50 July: S'mores $3.50 Subtotal Classifica.on ‐ Flavor of the Month (Standard Size Only) Whole Milk $2.00 Reduced Fat Milk $2.00 Chocolate Milk $2.00 Apple Juice $2.00 Orange Juice $2.00 Water $2.00 Subtotal Classifica.on ‐ Beverages
84 84 84 84 84 84 20 20 20 20 20 20
6‐Month Total Sales Rental Space OperaRonal Costs Wages Profits
$141,648.00 $27,000.00 $6,000.00 $60,744.68 $47,903.32
Au Courant Bicycle Shop Apparel Marketing Business Ownership Human Resource Management
Executive Summary Au Courant was created to provide products and services to men and women between the ages of 15-45 living in the San Francisco Bay Area. The vision was to offer quality streetwear and fixed gear bicycles to our target market, while satisfying a lifestyle and community niche. Our small Hayes Valley location, with a wide selection of men’s and women’s clothing, and quality bicycle parts, will position us as a “one-stop-shop” for our customers.
Mission Statement Au Courant brings men’s and women’s streetwear apparel and fixed gear bicycles to customers in the San Francisco Bay Area. Using our extensive product knowledge in both fashion and bicycles, we will always carry the latest in quality products. We employ knowledgeable sales staff and experienced bicycle technicians who are ready and willing to help. We encourage and educate our employees on techniques for safe riding and repairs. Providing trusted, high-quality bicycles and clothing are our top priorities.
Location Since we are a small retail location, it is important to create minimal distance between management, and the daily operations of the store. Au Courant’s back office and retail space will share the same venue in Hayes Valley:
500 Laguna Street San Francisco, CA 94102 Estimated Square Footage: 9,999 Benefits of this location: • Located on the wiggle • Up and coming shopping area: New boutiques, restaurants and bars • Corner space visible from Laguna St. and Fell St. • Full-front windows provide prime merchandising space • Located near public transportation (Muni 71, 21, 5) Disadvantages of this location: • Limited parking • Expensive rent
Primary Target Market: The Recreational Rider This is Jeff. He’s a 21-year old photography student in San Francisco. He works part time in a clothing store and spends his extra cash on new clothes, parties, and bike parts. He would describe himself as having a laid back personality; he’s the type of person who just wants to have a good time and capture life. He enjoys active sports like skateboarding, bike riding, and snowboarding. Anywhere you find him playing hard, he’ll have his camera handy. Jeff is always looking for what’s new in streetwear and he frequently shops in smaller boutiques on Haight Street like TRUE and Stussy. He follows lifestyle bloggers on Tumblr.com as a means of finding out what’s current. If he sees something he likes, he’s most likely to order it online to avoid shopping crowds. He’s got a limited attention-span for shopping and thinks the ideal situation is a place he can buy everything.
Secondary Target Market: The Bike Messenger Kyle is the image of an introvert with a wild streak. He’s a 30-year old bike messenger with a Bachelor’s Degree in Environmental Science. Kyle likes to live simply; he is vegetarian, supports the use of public transportation (or bikes!) and doesn’t need a lot of material things to be happy. He spends his free time with friends doing something relaxing; he enjoys hiking, and being outdoors. He doesn’t enjoy large crowds, so it’s rare that you’ll find him out at a bar on a Saturday night. When shopping, he is more concerned with the quality and durability of the goods, because he’s always on his bike. It’s worth it to Kyle to spend just a little bit more to have a messenger bag that is functional and won’t rip.
Building Value We deliver value to our customer by being their One-Stop-Shop. Our sales staff adds convenience to their experience by always being ready to help. We keep our retail location fully-stocked and offer an option for special ordering. Our products are customizable, built-for-speed, and always fresh on the market. We do not offer complete build bikes, and we encourage our customers to build a bike that is right for their specific needs - we’re here to help. We are the first store of our kind to enter the local market.
Establishing Relationships Au Courant builds customer relationships by providing a combination of personal assistance and self-service in our retail environment. We provide a centrally located place for bicycle enthusiasts to shop for fashionable streetwear and bicycles. Our customers seek a friendly, reliable resource for their shopping needs, that has reasonable prices and takes them out of the major, overcrowded shopping areas in San Francisco.
Merchandise Assortment
Brand: COMUNE Style: The Kelly Jeans Sizes: 28-38W Retail: $59.00
Brand: Mishka Style: The Boris Skinny Jean Sizes: 28-40W Retail: $77.00
Brand: Naked & Famous Style: Skinny Guy Selvedge Sizes: 28-38W Retail: $140.00
Brand: WeSC Style: Allesandro Jean Sizes: 28-38 Retail: $100.00
Brand: 10 Deep Style: Signature 5 Sizes: 28-38W Retail: $112.00
Brand: Billionaire Boys Club Style: Mascot Baseball Tee Sizes: S-XXL Retail: $70.00
Brand: Obey Style: Trademark Tee Sizes: S-XXL Retail: $40.00
Brand: Obey Style: Blanket Cardigan Sizes: S-XXL Retail: $106.00
Brand: Mishka Style: The Bully Polo Sizes: S-XXL Retail: $70.00
Brand: Freshjive Style: The Yule Cardigan Sizes: S-XXL Retail: $140.00
Company Handbook Au Courant’s Company Handbook is a tool provided to new employees that outlines the company culture and policies. It offers an opportunity for a transparent policy program within the company, and empowers all employees to know their rights and benefits. In addition, the Company Handbook serves as a training tool for Managers, and helps implement a ‘checks and balances’ system in which employees can be held accountable for their actions as a representative of Au Courant. This handbook was created in order to reinforce the company policies which have become ingrained into the D.N.A. of Au Courant as a premier San Francisco retailer. Through its implementation, we hope to empower our staff to help us create a positive experience for every customer and every Au Courant employee.
Store Design Feature Presentation • Wood Palette
Lounge Area • Leather couch
Bags & Shoes: • Messenger bags • Low profile riding shoes
Visual Display: • Bicycle on stand
Mannequin Display
Weatherproof Apparel: • Outer shell • gloves and hats
Apparel: • Fashion denim • T-shirts
Back Wall: • Messenger bags • Outerwear
Parts Counter: • Tires • Tubes • Tools
Where’s My Water? Advertising Sales & Ratings
Company Overview “Where’s My Water?” is a fun, physics-based game featuring Swampy the Alligator and his quest to take a shower. Throughout the game, players help navigate Swampy through sewer systems and dig through subterranean layers of the Earth to help bring water to Swampy’s bath tub. Swampy’s adventure is available for Apple and Android mobile devices including the iPad. Key Features: • Over 140 levels • Puzzle-based game • Available in Free and Paid versions • Motion graphics created by designers of Jellycar’s Squishy World
Meet the Gang... Swampy
Allie
Cranky
Swampy is a lovable outcast living in the sewers with the other alligators. He loves to shower, and the other alligators don’t understand why.
sewers and ruin the alligator’s home. He is disgusted by Swampy’s resemblance to humans through his desire to be clean.
Unbeknownst to him, the other alligators have been routinely tampering with his plumbing to prevent him from showering.
Allie finds Swampy’s quirks endearing and over time begins to favor him over Cranky.
Cranky the alligator is the brains behind the operation to stop Swampy’s showers. He resents the humans who live above them because they throw all their trash into the
Advertising Dilemma Currently...
2010 Game Industry Market Share
2010 Gaming Industry Market Share
DIMG currently holds 5.5% of Gaming Market Share in close competition with EA and exceeded greatly by Zynga. Smaller start-up gaming companies make up a combined 48.9% of market share. We believe that Disney’s low market share is directly related to their advertising and marketing support. DIMG Zynga EA Smaller Companies
Moving Forward... DIMG will be launching a Pay--Per-Click Campaign to maximize their online presence. This campaign will target a specific audience based on market research and keyword search volume results. DIMG will execute this campaign in order to increase market share and increase users for “Where’s My Water?”
Advertising O.S.T. Objective: To promote “Where’s My Water?” to families and gaming enthusiasts in the U.S. and increase market share within the gaming community. Strategy: To invest $1,814,151.00 of Disney’s Annual Revenue (0.24%) towards the 2012 Advertising Budget. • Traditional Advertising: $1,397,972.00 (77.06%) • Non-traditional Advertising: $416,179.00 (22.94%) Tactic: To run traditional advertising in Disney’s Family Fun Magazine and Wired Magazine. Non-traditional Advertising will be displayed on Facebook, Parenting.com, and with the implementation of the Google Ad Network.
Empathy Map
Ellie, 41 Human Resource Generalist Mother
Gains
Ellie has a new educational All Ages game to play with her kids. She spends less money and can play the game on multiple platforms. She enjoys the game just as much as her kids do!
Hearing
She hears new technology news from her family and friends - her children want the newest gadgets and games. She frequently socializes through interactive games with friends on social media sites.
Seeing
She sees her children growing up quickly and the dynamic within her household changing dramatically. This leads her to seek out new ways to connect with her family. She sees her friends and their families on Facebook and Pinterest. and She sees her youngest child navigate his way through an Apple IPad with ease.
Thinking & Feeling
Ellie thinks about taking a less strenuous position at work frequently - she worries that she is not spending enough quality time with her family. She enjoys engaging with her family and enjoys the opportunity to be a kid again by playing games with her husband and children.
Pains
She doesn’t know of enough multi-platform games that are All Ages. Ellie also wishes she could find problem solving games that were more engaging to her children. Console games can be expensive and she wants to spend less.
Keyword Development Seedlist Brainstorm
Keyword Expansion Mobile Game
Zynga
Swampy the alligator
Compe<<on
Product
EA Games Where’s My Water?
Puzzle game
Mobile Applica<on Disney Applica<ons Brand Disney Games for Kids Disney Online Games
Google Display Advertisement Disney Games - Mobile!
Where’s My Water? Available online or mobile! Disney.go.com/wheresmywater/
Keyword
Global Monthly Searches
disney www disney disney channel www disney channel disney world world of disney world disney walt disney disney land walt disney world disney game disney junior disney jr disney movie disney movies disney princess princess disney the disney store disney store disney channel games games disney channel disney videos
Priority Keywords • Disney • Disney Game • Disney Channel Games
68000000 68000000 9140000 9140000 6120000 6120000 6120000 4090000 2740000 2740000 2240000 2240000 1830000 1500000 1500000 1500000 1500000 1220000 1220000 823000 823000 823000
Local Monthly Searches (United States) 24900000 24900000 3350000 3350000 4090000 4090000 4090000 2240000 1000000 1830000 1220000 550000 550000 673000 673000 673000 673000 550000 550000 450000 450000 301000
Advertising Budget Disney Interactive Media Group “That’s So Swampy” Advertising Campaign Annual Advertising Allocation 2012
Annual Revenue* $ $ $ $ $ $
761,000,000.00 761,000,000.00 761,000,000.00 761,000,000.00 761,000,000.00 761,000,000.00
% of Revenue 0.0625% 0.0833% 0.125% 0.24% 0.16% 0.25%
Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Traditional Media
Annual Budget Options $ 475,625.00 $ 634,141.30 $ 951,250.00 $ 1,397,972.00 $ 1,217,600.00 $ 1,902,500.00
Media Disney's Family Fun Magazine Wired Magazine Total
Overall Advertising Allocation Traditional Advertising Non-Traditional Advertising
Total
0.24% 77.06% 22.94% 100.00%
$ $ $ $
1,814,151.00 1,397,972.00 416,179.00 1,814,151.00
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine
Sources:
Wired Magazine
http://corporate.disney.go.com/investors/annual_reports/2010/financials_highlights.html
Total
6
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Media Spend
January Impressions
CPM
$
114,080.00
$ 2,100,000.00
$
54.32
$
114,080.00
$ 2,100,000.00
$
54.32
Media Spend
February Impressions
CPM
$
50,622.00
$
800,000.00
$
63.28
$
50,622.00
$
800,000.00
$
63.28
Media Spend
March Impressions
CPM
$
114,080.00
$ 2,100,000.00
$
54.32
$
114,080.00
$ 2,100,000.00
$
54.32
Media Spend
April Impressions
CPM
$
50,622.00
$
800,000.00
$
63.28
$
50,622.00
$
800,000.00
$
63.28
Media Spend
May Impressions
CPM
$
50,622.00
$
800,000.00
$
63.28
$
50,622.00
$
800,000.00
$
63.28
7
Traditional Media Placements Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine Wired Magazine Total
Media Disney's Family Fun Magazine Wired Magazine Total
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Media Spend
$
54.32
$
114,080.00
$ 2,100,000.00
$
54.32
Media Spend
July Impressions
Wired Magazine Total
Media Disney's Family Fun Magazine
CPM
Wired Magazine
$ $
73,132.00 73,132.00
Media Spend
1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
CPM
$ 2,100,000.00
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Wired Magazine
Media Disney's Family Fun Magazine
114,080.00
Media Spend $ 190,130.00
Ad Description Full Page Ad
June Impressions
$
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Media Disney's Family Fun Magazine
Total
Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
$ $
800,000.00 800,000.00
August Impressions $ 2,100,000.00
$ $
$
91.42 91.42
CPM 90.54
Total
Media Disney's Family Fun Magazine Wired Magazine
$
$ $
190,130.00
73,132.00 73,132.00
Media Spend
$ 2,100,000.00
$
September Impressions
$ $
800,000.00 800,000.00
90.54
Total
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Media Spend $ 190,130.00
November Impressions $ 2,100,000.00
$
CPM 90.54
$
190,130.00
$ 2,100,000.00
$
90.54
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
Media Spend $ 190,130.00
December Impressions $ 2,100,000.00
$
CPM 90.54
$ $
$ 800,000.00 $ 2,900,000.00
$ $
91.42 181.95
Ad Description Full Page Ad 1/2 Page Ad 1/2 Page Ad 1/3 Page Ad
73,132.00 263,262.00
Total Media Spend $ 570,390.00 $ 456,320.00 $ 151,866.00 $ 219,396.00 $ 1,379,972.00
CPM
$ $
October Impressions
91.42 91.42
CPM
$
114,080.00
$21,000,000.00
$
5.43
$
114,080.00
$21,000,000.00
$
5.43
9
8
Non-Traditional Media Placements Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Non-traditional Media
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Max Daily Impressions
535,714 13,320 11,100 87 80,000
CPM $ 1.26 $ 25.00 $ 30.00 230 $ 0.25
CPC
$ 0.23
Non-traditional Media Allocation
Cost Per Day $ 675.00 $ 333.00 $ 333.00 $ 20.00 $ 20.00 $ 1,381.00
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Formulas for Reference (Used Above) Disney Interactive Media Group “That’s So Swampy” Advertising Campaign Daily Impressions = (Cost per Day/CPM)*1000 CPM = (Daily Impressions/Cost per Day)/1000 Cost per Day = (Daily Impressions/CPM)/1000 Non-traditional Media Allocation
Ad BuysGoogle Display Advertisement Allocation Sample Total Traditional Advertising Total Non-Traditional Advertising DisneyTotal Mobile Games Grand
$1,397,972.00 $ 416,179.00 $1,814,151.00
$
20,925.00
$ $$ $$
Total Media Spend 246,375.00 620.00 81,252.00 21,545.00 81,252.00
$ $
620.00 21,545.00
2,480,000 19,087,143
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Actual Ad Buy $ 1,397,972.00 $ 416,179.00 $ 1,814,151.00
February Media Spend Monthly Impressions $ 18,900.00 15,000,000
$ $
560.00 19,460.00
2,240,000 17,240,000
Where’s My Water? Disney Interactive Media Group Available or mobile! “That’s Soonline Swampy” Advertising Campaign January Disney.go.com/wheresmywater/ Media Media Spend Monthly Impressions
Facebook Parenting.com (728x90) Parenting.com (30x250) Media Video Campaign Facebook Assigned Google AdKeywords: Network Parenting.com (728x90) Total Parenting.com (30x250)
January Media Spend Monthly Impressions $ 20,925.00 16,607,143
16,607,143
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Media Spend $ 20,925.00 $ 9,990.00 $ 9,990.00
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Media Spend $ 20,250.00 $ 9,990.00 $ 9,990.00
$ $
March Monthly Impressions 16,607,143 412,920 344,100
620.00 41,525.00
2,480,000 19,844,163
2,480,000 19,087,143
• Campaign Disney • Disney Application Video • Ad Disney Game • Disney Mobile Google Network $ 7,300.00 • Disney Games Application February Total $ 416,179.00 • Disney Kids Games • Monthly DisneyImpressions app Media Media Spend • Disney Childrens Games Facebook apps $ 18,900.00 • Disney 15,000,000 • Disney(728x90) swampy Parenting.com • Disney wheres my water Parenting.com (30x250) Video Campaign Google Ad Network $ 560.00 2,240,000 Total $ 19,460.00 17,240,000
$ $
April Monthly Impressions 16,071,429 13,320 11,100
600.00 40,830.00
2,400,000 18,495,849
Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Disney Interactive Media Group “That’s So Swampy” Advertising Campaign
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Media Spend $ 20,925.00 $ 10,323.00 $ 10,323.00 $ $
May Monthly Impressions 16,607,143 412,920 344,100
620.00 42,191.00
2,480,000 19,844,163
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
September Media Spend Monthly Impressions $ 20,250.00 16,071,429
$ $
600.00 20,850.00
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
Media Spend $ 20,250.00 $ 9,990.00 $ 9,990.00 $ $
June Monthly Impressions 16,071,429 399,600 333,000
600.00 40,830.00
2,400,000 19,204,029
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
October Media Spend Monthly Impressions $ 20,925.00 16,607,143
$ $
620.00 21,545.00
Media Spend $ 20,925.00 $ 10,323.00 $ 10,323.00 $ $
July Monthly Impressions 16,607,143 412,920 344,100
620.00 42,191.00
2,480,000 19,844,163
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
November Media Spend Monthly Impressions $ 20,250.00 16,071,429 $ 9,990.00 399,600 $ 9,990.00 333,000 $ $
600.00 40,830.00
August Media Spend Monthly Impressions $ 20,925.00 16,607,143 $ 10,323.00 412,920 $ 10,323.00 344,100 $ $
620.00 42,191.00
2,400,000 19,204,029
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
2,480,000 19,087,143
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
2,400,000 18,471,429
2,480,000 19,844,163
Media Facebook Parenting.com (728x90) Parenting.com (30x250) Video Campaign Google Ad Network Total
December Media Spend Monthly Impressions $ 20,925.00 16,607,143 $ 10,323.00 412,920 $ 10,323.00 344,100 $ $
620.00 42,191.00
2,480,000 19,844,163
Credits Colleagues Involved: Bernice Zambrano Rachel Smith Editors: Mung Lar Lam Geetika Gupta Amy Kweskin Bernice Zambrano Andrea De Ocera Andrew Hart Printhouse: SF Print