Theresa Tang
CONTENTS
4
16
GREENWASH Information Design Visual Design
POLAND SPRING Intergrated Media Campaign Advertising Strategies Collaborator: Su Beyazit
26
SESAME STREET CHINA Brand Licensing Shanghai Media Group Internship Collaborator: Sesame Workshop, WingsMedia
38
CREATIVE BOUTIQUE Brand Development Small Business Entrepreneurship
*CREATIVE PROCESS Define Design Develop Deliver
GREEN
WASH
GREENWASH Information Design
The scope of the project is to use information design tactics to build awareness of an environmentalrelated idea by creating data visualization about it. The topic Greenwash was chosen to raise awareness of over-obsession of this trend. The green movement has saturated into the consumer market and became part of our culture. “Green� is now associated with sophistication and status. Many businesses are misleading consumers regarding their environmental practices or the environmental benefits of their products or services. The informational booklet introduces the act of Greenwashing and explains how to spot and stop it through research data and graphic visuals.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
GREEN-WASH (green’wash’, -wôsh’)
Verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
DESIGN
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GREENWASH Information Design
THE SEVEN SINS OF GREENWASHING According to TerraChoice Environmental Marketing report*
Worshiping False Labels
Vagueness
DEFINE
Hidden Trade-off
Irrelevance
The lesser of two evils
No Proof
Fibbing
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
In the 2009 TerraChoice research report*, over 98% of the 2,219 products surveyed in North America commited at least one of the Sins of Greenwashing. The three most common categories associated with green claimsand greenwashing are Kids (toys and baby products), Cosmetics and Cleaning Products. These products are among the most common products in most households, deserve particular scrutiny
DESIGN
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GREENWASH Information Design
HOW TO SPOT IT? IS THERE TESTED AND CERTIFID THIRD-PARTY LABELS Look for believable information to substantiate the green claims, comprehensive environmental story and information about their sustainable business practices on their website
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
EVALUATE THE COMPANY AS A WHOLE Look for believable information to substantiate the green claims, comprehensive environmental story and information about their sustainable business practices.
TRUST YOUR GUT Ask yourself. Does it ring true and authentic, or is it obviously hype? Chances are if it sounds too good to be true, it probably is.
DESIGN
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GREENWASH Information Design
HOW TO STOP IT? JOIN THE CREW There are several watchdog groups who identify cases of greenwash and post them online for the world to see. Be sure to let them know what and where you spotted the greenwash. You’ll let other consumers know which products and companies are out to fool them, and show companies that you see through their greenwash.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
TALK BACK Give your purchasing power a boost by letting greenwashers know exactly why you’re not buying their products. Few customers care to give companies their comments, so yours will be noticed. Don’t stop with the greenwashers themselves. Confront their enablers. Ask an environmentallythemed magazine why it solicits advertising from the environment’s worst enemies. PURCHASE POWERFULLY Companies that produce greenwash calculate that they’ll spend less money on misleading marketing and public relations campaigns than they make by fooling consumers. Simply refuse to buy from companies that you know are trying to fool you. Be sure to always tell your friends and family that they should stay away too.
DESIGN
DELIVER
GREENWASH Information Design
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
The final deliverable of the Greenwash project was assembled into an informational brochure that consistents 3 parts: Introduction of the greenwashing trend, how can we spot greenwash; and how can we stop greenwash.
DESIGN
DELIVER
POLAND
SPRING
POLAND SPRING Intergrated Media Campaign
POLAND SPRINGS is a non luxury bottle water that targets an array of age groups and demographics. However, the company doesn’t seem to gain huge preference among the younger crowds. It’s bottle design gains no unique aesthetic when faced with leading water brands. We would like to accomplish individuality by studying the urban environment we live in now and also by looking at how and why water has become a fad in young America through current competitors.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
Our primary objective is to create a new line with new packaging within the existent brand for a younger target market segment, including teens and young adults. Our secondary objective will be to create overall favorable attitudes towards the Poland Spring brand over other bottles. Our goal is to keep the same logo and functionality for Poland Spring, which would allow us to have our current clientele while luring in new ones. By re-vamping the packaging for the same water, we would untimely have the same quality product.
DESIGN
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POLAND SPRING Intergrated Media Campaign
STRENGTH
By not completely repositioning Poland Springs image we will still be able to maintain brand loyalty from our current customers. This is why we plan on keeping the same logo with a strong emphasis on our slogan, “The same water you grew up with just got cooler.”
WEAKNESS
Our main weakness is establishing a strong communication with our older clientele and parents. We will need to find a way in meeting their needs as well as their children’s needs.
OPPORTUNITY
We have a large advantage in standing out amongst our competitors because our water will be packaged well, however it will still maintain the same price at the normal rate.
THREAT
A major threat will be to stand out in such a saturated market. So many products are trying to be come the new thing by campaigning to an audience that care only about fads and trends. This can be tricky when we have several competitors that have already been doing this and have established a strong brand identity.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
COMPETITORS Direct competitors include but not limited to Smart Water, Fiji Water, Evian and Voss. Indirect competitors which range from carbonated sodas to energy drinks such as Coco Cola, Red Bull, and Starbuck Espresso Shots. By analyzing these competitors, we ask, “What makes our product different from other water companies?,” “What other companies may offer the same quality and have a similar end result?” These brands will be studied extensively in order to learn from their mistakes and benefit from their success.
DESIGN
DELIVER
POLAND SPRING Intergrated Media Campaign
SLOGAN As children grow up, they often tend to look for cooler and trendier products than the ones their parents used. To retain the new grown-ups preference, our campaign theme will focus on conveying the message “The Same Water You Grew Up With Just Got Cooler”. This should help keep brand identity by also supporting Poland Springs newest edition. We wanted to stay with tradition by letting our customers know that we are still the same great tasting water with a new outer package!
BOTTLE DESIGN The new bottle will have a thinner and boxier shape with its original logo. The benefit of keeping the traditional Poland Spring logo would help position it by it’s cultural symbol, which is the green forest being parted by the spring they get their water from. Smaller bottles with less volume will also help to keep the price low with its higher production cost. The bottles will be customized in four different primary colors including red, blue, green and yellow. Each color is customized to represent different individuals with different personalities. The new design of the bottle will have a flip-off cap instead of the traditional screw-off cap, which is often easily misplaced or dropped.
“The Same Water You Grew Up With Just Got Cooler!”
CREATIVE STRATEGY We want to use a young celebrity client who can take part in the ad campaign.This will help create a fad amongst the young adults. The campaign will resemble the sleekness of the bottle design – very clean and legible celebrities will include Zac Efron, Selena Gomez, Miley Cyrus, and Taylor Swift
SELLING & COMMUNICATION Our marketing plan will be executed through integrated medias such as : Internet, Information Promotion & Publicity exposure, Sales Promotion, Direct Marketing, and Buzz Advertising.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
PUBLIC RELATIONS Sponsoring events prior to and after launching the product will help initiate our “Buzz” marketing strategy.Teen concerts, local fairs, after-prom parties, etc. will help us connect directly with our target customer while giving them something to take home.
PRINT MEDIA We will present more traditional ways of campaigning as soon as we create the initial buzz which will lead us into magazine advertisement that incorporates new packaging of the bottles and images of young celebrities with positive social impact. Potential collaborators include Teen, Teen Vogue, Seventeen, Cosmo Girl, Sports Illustrator, etc.
INTERNET Internet campaign strategy will be used to crate scalable viral and network effect include two major components: New webpage : info on new packaging, creative brief, countdown to product launch, and commentary and endorsements by affiliated celebrities. Interactive advertising : on social networks such as Facebook, MySpace and Twitter. Ads on social networks will enable features such as “Like”, “Share”, and “Comments” to allow consumer to become a part of the campaign and promote the product through word of mouth.
BROADCAST MEDIA Since television is heavily time-oriented, 30 seconds advertising will be shown during prime time on national network programs to potentially reach out to teenagers and their families who are more likely to watch more TV at this time segment than any other time.
OUTDOOR MEDIA In the last month leading up to launching the new line of Poland Spring, support media such as outdoor billboards and product placement will be used to further tackle the market.
DESIGN
DELIVER
POLAND SPRING Intergrated Media Campaign
Media Expenses Flow Chart
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
TABLE OF CONTENTS
DESIGN
I.
Executive Summary
2
II.
Situation Analysis
6
III.
Advertising Objectives
14
IV.
Media Objectives
17
V.
Campaign Budget
24
VI.
Press Release
24
VII.
Conclusion
27
VIII.
Bibliography
29
DELIVER
SESAME
STREET
SESAME STREET Brand Licensing
In its continuing effort of creating locally produced media to help children around the world reach their highest potential, Sesame Street partnered with WingsMedia, a subsidiary of China’s second largest media group, Shanghai Media Group (SMG) and a leading Chinese media content and solution provider, as its brand expansion initiative in China. It was a fully executed licensing project devoted to create a comprehensive brand image of Sesame Street that appeals to the Chinese market. The collaborators are passionately committed to the principle that all children deserve a chance to learn and grow; to be prepared for school; to better understand the world and each other; to think, dream and discover.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
TIMELINE Sesame Street China Website Timeline (April - Dec 2009) April
ITEM
May
June
July
Aug
Led by SMG and SW: Online: SST China Micro-site WEBSITE Decide on Site name under Tencent Get independnet website for Sesame China WEBSITE TRANSLATION/LOCALIZATION Finalize milestones and facts Content localization and Site development Decide which games to be used Game creation WEBSITE FRAMEWORK Site moccup and map preparation Sample testing and adjustment Site launch and maintenance ONLINE MARKETING Site Promotion planning through other events/activities On going themed online co-promo events
DESIGN
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Sept
Oct
Nov
Dec
SESAME STREET Brand Licensing
BRANDING
To carry out Sesame Street’s global image in a different culture that still reflects both a deep understanding of children’s developmental needs and the best ways to address those needs, a 360 degree branding strategy was created to best appeal to the target audience in China.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
Sesame Street Magazine brings the spirit, quality, and content of Sesame Street to a child’s first magazine. The magazine invites readers to read, write, cut, color, fold or discuss—skills that help develop school readiness. Each issue explores in depth a theme specially chosen to engage and delight its 2-to-6-year-old readers.
Without loosing its interactive nature that encourages inquisitiveness while helping to build basic cognitive and social skills, the Chinese version was created with bright graphics and age-appropriate stories and games that is specially applicable to Chinese culture and value that children and their parents can easily relate to.
DESIGN
DELIVER
SESAME STREET Brand Licensing
COLLETRALS Size: 45 x 45 cm Size: 45 x 45 cm
Material: Mylar Balloon
Material: Mylar Balloon
快乐成长“芝麻街” 音像产品7月正式上市 各大卖场和书店均有出售，敬请期待！
更多内容请留意www.sesamestreet.com
媒体合作伙伴：滕讯QQ、《为了孩子》
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
DESIGN
DELIVER
SESAME STREET Brand Licensing
PROMOTIONAL EVENT As part of the promotion initiave, balloons and other gifts were given to shoppers at Bao Da Xiang as Giftwith-Purchase. With 22 staff members, total of 10,000 Balloons were given at 4 locations in 4 days, reaching numerous kids and families. Without much knowledge of Sesame Street and its muppets, many kids responded very positively to the balloons.
Taking advantage of the consecutive holidays of Dragon-boat Festival and Children’s Day, the promotional event was held at 4 Bao Da Xiang Shopping Malls in Shanghai from 5/28-6/1/2008. Stage shows were held in front of the stores, attracting more than 200 moms with their children. Many parents were able to recognize some of the muppets such as Big Bird from the Sesame Street they saw on TV when they were young.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
The Shanghai Cartoon Carnival was held at EastAsia Exhibition Center from 7/1-7/5/2008. The Sesame Street booth was set up as a mimic of the street scene; with the merchandise stand up front, “buildings� with display windows in the middle and on the side, and coloring and photographing area in the back. Over the five day period, there was approximately 30,000 customer flow at the Sesame Street booth with total sales revenue of 10,000rmb. The event effectively promoted Sesame Street and its characters. The appearance of Elmo and Cookie Monster successfully made memorable impression on over 30,000 people, including parents. The popularity of the event itself helped Sesame Street to maximize its exposure to our prospecting consumers. In comparison to many other cartoons and programs, Sesame Street is evidently more education-oriented.
DESIGN
DELIVER
SESAME STREET Brand Licensing
WEBSITE
The interactive multi-media Sesame Street “Zhi Ma Jie� website was localized to appeal to children in the specific cultural environment. The website speaks in a cohesive voice with other marketing collaterals adhering to the mission of educating and engaging children in literacy, numeracy while improving the overall health and well-being. The website was launched in June 2009,.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
DESIGN
DELIVER
Q
CREATIVE BOUTIQUE Brand Development
MISSION STATEMENT
The mission of Theresa Tang Creative Boutique is to provide resultoriented creative solution through innovativion and communication. We seek to become an independent service agency that creates strong and provocative relationships between companies and their target consumers by listening to them, anticipating their needs, and acting to create value in their eyes. We desire to measure success for our clients through awareness, increased sales, or other criteria mutually agreed upon between the agency and the clients. We are committed to maintaining a rewarding environment that encourages and rewards creativity, insight, teamwork and enthusiasm in which we can accomplish our mission.
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
BRANDING
DESIGN
DELIVER
CREATIVE BOUTIQUE Brand Development
COLLETRALS
DEFINE
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
DESIGN
DELIVER
CREATIVE BOUTIQUE Brand Development
FINANCE 131 VARICK STREET NEW YORK, NY 10013 | 212.938.0801 | WWW.THRESA-TANG.COM
Capital Cost Rent Rent Security Utility Deposits Air Cond/Heat Incorp/Fees Attorney/Acct Advertising Web Site Constr Computer/Regis Office Supplies Cash on hand Credit Card Set-up Total
DEFINE
$7,390 $3,695 $500 $100 $500 $1,000 $3,000 $1,000 $5,000 $200 $88,221 $500 $111,106
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
131 VARICK STREET NEW YORK, NY 10013 | 212.938.0801 | WWW.THRESA-TANG.COM
Operating Cost Monthly $3,695 $1,000 $15,000 $2,250 $3,000 $100 $100 $210 $3,000 $200 $42 $100 $500 $210 $29,407
Rent Utility Payroll Payroll Taxes Notes/Loans Accountant Insurance Workman’s Comp Advertising Web Maintenance Credit Card Office Supplies Travel/Entertain Sanitation Total
DESIGN
DELIVER
Yearly $44,340 $12,000 $180,000 $27,000 $36,000 $1,200 $1,200 $2,520 $36,000 $2,400 $504 $1,200 $6,000 $2,520 $352,884
CREATIVE BOUTIQUE Brand Development
FINANCE 131 VARICK STREET NEW YORK, NY 10013 | 212.938.0801 | WWW.THRESA-TANG.COM
Income Statement Revenue Rent Utility Payroll Payroll Taxes Notes/Loans Accountant Insurance Workman’s Comp Advertising Web Maintenance Credit Card Office Supplies Travel/Entertain Sanitation Total Operating Cost Profit/Loss
DEFINE
$352,884 $44,340 $12,000 $180,000 $27,000 $36,000 $1,200 $1,200 $2,520 $36,000 $2,400 $504 $1,200 $6,000 $2,520 $352,884 $0
DEVELOP
THERESA TANG Parsons | 2011 BBA Candidate
131 VARICK STREET NEW YORK, NY 10013 | 212.938.0801 | WWW.THRESA-TANG.COM
Opening Balance Sheet
Assets Cash Equipment Furnishing Office Supplies Rent+Utilities Deposit Goodwill Total Assets
$88,221 $5,000 $1,000 $200 $4,195 $2,000 $100,616
Liabilities Note Total Liabilities
DESIGN
$21,400 $21,400
DELIVER
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