Thile portfolio flip book by Thi Le

ˆ˘ ˘ thi le

Ë&#x2020;Ë&#x2DC; Ë&#x2DC; thi le

My name is Thi Le. I can develop graphic design, marketing, and advertising campaigns. My goal is to work for an advertising agency, an in-house graphic design department, or a marketing department for a corporation where I can learn more about the aspects of conceptual advertising, marketing, and design.

T.O.C.

01 | EVEGARDEN Page 4

01 | EVEGARDEN 1.1 Logo 1.2 Ideation Board 1.3 Advertising Proposal Snapshots 1.4 Corporate Identity 1.5 Packaging 1.6 Microsite 1.7 Store Graphics 1.8 Promotion Software Used: Photoshop, Illustrator, and InDesign

garden Eve

1.1 EveGarden logo

1.2 Ideation Board

1.3 Advertising Proposal Snapshots

garden Eve

FULL COLOR COMBINATION MARKS

garden

Eve

ALL BLACK COLOR COMBINATION MARKS

logo mark logo type

garden

5B8D4F

603813

B8D432

C: 68% M: 25% Y: 86% K: 8%

C: 40% M: 70% Y: 100% K: 50%

C: 33% M: 0% Y: 100% K: 0%

ONE COLOR COMBINATION MARKS

SECONDARY COLORS (Gradient colors)

Shree Devanagari 714 ABCDEFGHIJKLMNOPQ RSTUVWXYZ

5CAE42 C: 69% M: 7% Y: 100% K: 0%

Eve

GREY SCALE COMBINATION MARKS

garden Eve

Eve

PRIMARY COLORS

1.4 Corporate Identity

garden

Eve

EVEGARDEN Signature

garden

MARKS BY ITSELF

A17349 C: 32% M: 53% Y: 78% K: 13%

109944 C: 84% M: 14% Y: 100% K: 2%

abcdefghijklmnopqrst uvwxyz 1234567890@#$%^&* ( ) _ + = - {} []

REVERSED COMBINATION MARKS

Before

th e

Rain

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

a s

t u

f g y

1 2 3 4 5 6 7 8 9 0 @ # - {} []

T-shirt & Shopping Bag

1.5 Packaging

Welcome! (Log In)

garden

MY ACCOUNT

BAG: 0

Eve

GIFTS

GIFT SETS

VIEW ALL GIFTS

DIY GIFT KITS

SHOP

CADDIES

Start typing here...

GIFT BAGS

LIMITED TIME ONLY!

40 FREE AESTHETIC GIFT WRAPPING on orders

SHOP BY PRICE

Choose our products and aesthetic gift-wrap samples you love, we’ll do the rest.

Use code WRAP4FREE Valid in the contiguous U.S. only.

$15 & Under Gifts $30 & Under Gifts $40 & Under Gifts ACCESSORIES Sponges PocketBac Holders Soap Holders Candle Holders Shea Socks

Hawaii dream summer gift set

Dancing waves gift set

$30 for 5 handsoap bottles, beach flip

$35 for bath soap, shower gel, hand

$27 for bath soap, shower gel,

flops, spong, and evegarden towel

soap, and body butter

hand soap, and evegarden towel

(excluding gift wrapping fee)

5 scents of tropical gift set

MY ACCOUNT

BAG: 0

SHOP

garden Eve

Fern and waterfall mist gift set

Cherry Blossom gift set

$35 for bath soap, shower gel, hand

$18 for 5 handsoap bottles

$35 for bath soap, shower gel, hand

soap, and body butter

(excluding gift wrapping fee)

soap, and body butter

www.evegarden.com/category/index/gifts/giftset

Welcome! (Log In)

garden

MY ACCOUNT

GIFT SETS

VIEW ALL GIFTS

DIY GIFT KITS

GIFT BAGS

LIMITED TIME ONLY!

$ 40 FREE AESTHETIC GIFT WRAPPING on orders

SHOP BY PRICE

Choose our products and aesthetic gift-wrap samples you love, we’ll do the rest.

Start typing here...

LIMITED TIME ONLY!

Choose our products and aesthetic

Use code WRAP4FREE Valid in the contiguous U.S. only.

gift-wrap samples you love, we’ll do the rest.

SHOP BY PRICE

$15 & Under Gifts $30 & Under Gifts $40 & Under Gifts

$15 & Under Gifts

ACCESSORIES Sponges PocketBac Holders Soap Holders Candle Holders Shea Socks

FREE AESTHETIC GIFT WRAPPING

Just for her

Happy birthday

Merry Chritmas

garden

Welcome! (Log In)

MY ACCOUNT

$30 & Under Gifts

BAG: 0

Eve

GIFTS Happy Mother’s day

Travel gift set

Celebrate Summer gift set

GIFT SETS

VIEW ALL GIFTS

DIY GIFT KITS

CADDIES

$40 & Under Gifts

SHOP Start typing here...

GIFT BAGS

LIMITED TIME ONLY!

40 FREE AESTHETIC GIFT WRAPPING on orders

SHOP BY PRICE

Choose our products and aesthetic gift-wrap samples you love, we’ll do the rest.

ACCESSORIES

Use code WRAP4FREE Valid in the contiguous U.S. only. MY ACCOUNT

Sponges PocketBac Holders Soap Holders Candle Holders Shea Socks

BAG: 0

SHOP

$15 & Under Gifts $30 & Under Gifts $40 & Under Gifts

garden Eve

GIFTS

ACCESSORIES Dancing waves gift set

5 scents of tropical gift set

Hawaii dream summer gift set

$30 for 5 handsoap bottles, beach flip

$35 for bath soap, shower gel, hand

$27 for bath soap, shower gel,

flops, spong, and evegarden towel

soap, and body butter

hand soap, and evegarden towel

(excluding gift wrapping fee)

DIY GIFT KITS

FREE AESTHETIC GIFT WRAPPING LIMITED TIME ONLY!

Choose our products and aesthetic gift-wrap samples you love, we’ll do the rest.

$30 & Under Gifts $40 & Under Gifts

ACCESSORIES

signature collection gift set

Cherry Blossom gift set

$35 for bath soap, shower gel, hand

$18 for 5 handsoap bottles

$35 for bath soap, shower gel, hand

soap, and body butter

(excluding gift wrapping fee)

soap, and body butter

Sponges PocketBac Holders Soap Holders Candle Holders

$15 & Under Gifts

Fern and waterfall mist gift set

on 40 orders $

Use code WRAP4FREE. Valid in the contiguous U.S. only.

SHOP BY PRICE

Shea Socks

Sponges PocketBac Holders Soap Holders Candle Holders Shea Socks

CONNECT WITH US

1.6 Microsite

on $ 40 orders

Use code WRAP4FREE. Valid in the contiguous U.S. only.

SHOP CADDIES

DIY GIFT KITS

BAG: 0

Eve

GIFTS

signature collection gift set

< $ OR 7 FOR

Now - July 31, 2016

swipe to check out Evegardenâ&#x20AC;&#x2122;s promotions

1.7 Store graphics

1.8 Promotion - Direct Mailing Piece

garden

Eve

your rewards

Eve

VIP rewards

TAKE $15 OFF**

YOUR NEXT EVE CARD PURCHASE When you become an EVE cardholder.

Forever rewards

Customer Sewrvice 1-800-960-9405 evegardenrewards.com

garden Eve

Preferred Member 704210015433

Use of this card is subject to program terms and conditions, available at www.evegardenrewards.com or by calling 1-800-960-9405. Card remains the property of EveGarden, which may terminate or modify this program at any time. Void if copied, transferred and where prohibited by law. Any other use constitutes fraud. 2016 SHC Promotion, LLC

1.8 Promotion - Membership Cards

02 | BANK OF AMERICA 2.1 Ideation Board 2.2 ATM Terminal 2.3 Holographic Mobile Apps 2.4 Ambient Software Used: Photoshop & Illustrator

2.1 Ideation Board

Identify user’s bank account by scanning their retina for security and convenient reasons.

ATM - Interactive Screen

SCANNING...

MORE SECURE MORE CONVENIENT ANYTIME ANYWHERE

Sign Out

Customer just need to scan retina to log in their bank account. For secured banking, customer’s next logging must scan their retina again.

Withdrawal

Available Transactions Select your transactions

NO PIN NUMBER NEEDED NO CARD NEEDED

Withdrawal

Please scan your retrina, and then select an option

Deposit Balance Inquiry Transfers & Payments Set Preferences Additional Option >

Sign Out

Fast Cash

Cancel

$20

$40

$60

$80

$100

$200

Enter different amount Cancel

Receipt Options Select a receipt option we will email your receipt to t****@gmail.com Sign Out

Show full email address

Take Cash

To update your email address, sign in to Online Banking. Email Only

Please take your cash and receipt

I do not want a printed receipt

Print & Email Print Only

ATM 2.2 ATM Terminal

No Receipt

Cancel

Would you like to make another transaction? No, I’m finished This will end your session

Yes For security reasons, you will need to re-scan your fingerprint to make another transaction.

Thank you for using this Bank of America ATM

Identify user’s bank account by scanning their retina for security and convenient reasons.

ATM Terminals

SCANNING...

Airport Hotel Casino

MORE SECURE MORE CONVENIENT ANYTIME ANYWHERE

NO PIN NUMBER NEEDED NO CARD NEEDED

Customer just need to scan retina to log in their bank account. For secured banking, customer’s next logging must scan their retina again.

2.2 ATM Terminal

Sign Out $

Accounts Bill Pay

Bill Pay

Transfers

Deposit Checks

Transfer Money Deposit Checks BankAmeriDeals

Pay to Bank Accounts BofA Core Checking - 9221

$2,046.23

Regular Savings - 2437

Alerts

$169.37

$1,943.15

Open a New Account

Locations

BofA Core Checking - 9221 $2,046.23

Amount

Deliver By

BankAmericard Platinum Plus Visa - 5536

? Help & Support

Pay From

Available Balance

More info

Profile & Settings

Note: Deliver By is the estimated date your Pay To account will receive

Cancel

...

Make Payment Amount Enter Amount

Send App Feedback Legal Info & Disclosures

Secure Area

Privacy & Security

Equal Housing Lender

2.3 Holographic Mobile Apps 22

Done

Cancel

Done

Ambient at shopping hallway Step 1: Shoppers will step onto the projector button, then the virtual holographic screen will pop up. Step2: Shoppers will interact with the virtual screen to do a short simple survey. The objective of doing the survey is to raise awareness of the holographic online banking apps. Step 3: Shoppers will be eligible to redeem their phone case after he/she finishes the 1-minute survey. Notes: There will be a promotion kiosk at the left concern, this is where shoppers can redeem their phone case.

Take 1-minute simple survey to redeem phone case of Bank of America collection 2016. Have you ever done online banking via mobile phone? Yes

Are you tired of doing online banking on a small screen via mobile phone? Yes

Have you heard about holographic online banking via mobile phone using Bofa app? Yes

Click to watch the demo of holographic online banking via mobile phone here Click to watch testimonial of holographic banking app here Snap to download mobile holographic banking app here Redeem phone case

2.4 Ambient - Virtual Screen & Promotion Kiosk 23

03 | FOUR SEASONS HOTEL & RESORT 3.1 Promotion Apps via Mobile 3.2 Mobile Apps 3.3 Google Engagement Ad 3.4 Ipad Apps 3.5 Print ads Software Used: Photoshop & Illustrator Photoshop

FOUR SEASONS HOTEL

.......

OFFERS

AUSTIN GETAWAY Room Rate Offer Experience the best of the city from your base at Four Seasons Hotel Austin. Book this offer to receive 25% off your Austin Getaway.

Included in this package: 25% off our Room Rate Luxurious accommodations This offer requires a minimum stay of three nights.

Exp: Dec 31, 2016.

BOOK THIS OFFER

3.1 Promotion via Mobile Apps

DAY PLANNER FOUR SEASONS RESORT - PALM BEACH

FOUR SEASONS RESORT - PALM BEACH

.......

MAKE A RESERVATION

.......

SUITES

Select a Destination

.......

CHECK IN: 12/04/2014

ADULTS

> >

CHECK OUT: 12/05/2014

CHILDREN

MULTIPLE ROOMS CORPORATE/PROMO CODE FIND ROOMS

> fourseasons.com

3.2 Mobile Apps

fourseasons.com

Step1 Google Four Seasons Hotels & Resorts. The result shows the website link of this company on top left corner and more detail about this corporation on top right corner. Inside the frame is the Google Engagement Ad.

Step2 Google Engagement Ad shows 3 unique selling points in terms of hospitality services. These interactive ads work as a catalogue which introduces more detail of their services.

Step3 Clicking on the photos of the Ad engages viewers to discover Extraordinary Experiences, Private Jet Experiences, and Signature Sleep services by using appealing images, and video. These ads are linked directly to the microsite offering best deals.

3.3 Google Engagement Ad

3.4 Ipad Apps

3.4 Print Ads

04 | ATENA PIZZA 4.1 Ideation Board 4.2 Marketing Research Proposal Snapshots 4.3 Infographics of Marketing Research Software Used: Photoshop, Illustrator & InDesign

4.1 Ideation Board; 4.2 Marketing Proposal Snapshots

4.3 Infographics of Marketing Research

Research Objectives

Measure customersâ&#x20AC;&#x2122; awareness of Atena Pizza brand in order to re-brand.

Which marketing strategy can be applied for Atena on the penetration business stage?

Measure customerâ&#x20AC;&#x2122;s usage of social media to determine which kinds of interactive advertising would be appropriated for Pick-up & Delivery.

Research Methodology

32 respondents participate in a Focus Group and Questionnaire

Qualitative Research Focus Group

Quantitative Research using a Closed-Ended Questionnaire

Data Analysis & Findings

Atena's branding rating vs their competitors: Domino's, PapaJohns, Pizza Huts, Johnny's Pizza, and Jason Deli

Opinion on how Atena’s brochure looks and feels

Opinion on how Atena’s website looks and feels

Opinion on how Atena’s logo looks

In customersâ&#x20AC;&#x2122; point of view, these marketing collateral need to get done

What do customers think Atena needs to get improved on?

Marketing tactics for expansion stage

Social Media options for Pick-up & Delivery

Conclusion & Recommendation Re-branding

- Modernize the logo - Redesign the layout of the website and marketing collateral - Get custom boxes for delivery and pick up

Social Media

- Utilize current forms of social media (Facebook, Twitter, FourSquare etc) - Become active on LinkedIn - Start a blog

Marketing Strategy

- Apply strategical advertising (magazine, newspaper etc) - Send coupons and deals to the customers via email - Make coupons available on company website - Continue to use loyalty card - Apply the Track Your Pizzaâ&#x20AC;? program - Invest in interactive advertising - Place virtual banner on high traffic websites - Sponsor local event

Sources BARRETT, LIZ. “Pizza Power 2013 State of the Industry Report.” PMQ Pizza magazine. N.p., Dec. 2012. Web. 20 Mar. 2014. Path: <http://www.pmq.com/ December-2012/Pizza-Power-2013-State-of-the-Industry-Report/>. “Pizza Industry Analysis 2014 - Cost & Trends.” Franchise Help. N.p., 2014. Web. 20 Mar. 2014. <https://www.franchisehelp.com/industry-reports/pizza -industryreport/>. Muhlner, Kristin. “Why measuring social media is key to growing fast casual pizza brands.” FastCasual.com. newBrandAnalytics, 26 Aug. 2013. Web. 20 Mar. 2014. <http://www.fastcasual.com/article/218411/Why-measuring-social-media-is-key-togrowingfast-casual-pizza-brands>.

05 | ARDENâ&#x20AC;&#x2122;S GARDEN 5.1 Media Plan 5.2 Slide Deck Presentation via Prezi 5.3 Slide Deck Presentation via Amaze Software Used: Photoshop, Illustrator, InDesign, Prezi and Amaze

Ardenâ&#x20AC;&#x2122;s Garden is an Atlanta based family-owned juice company founded in 1995. The company has six stores in Atlanta and sells bottled juices in five states: Georgia, Florida, Tennessee, North Carolina and South Carolina. The company had nearly $3 million is sales in 2011 and is currently projecting growth of 20% to 25% this year.

MEDIA

PLAN 5.1 Media Plan

Company Background Company name: Arden Zinn decided to start selling homemade juice in 1994, two years after having purchased an expensive Norwalk juicer and making juices for her family and friends. Before sales began to pick up in earnest, disappointment set in as it became clear that the short shelf-life of the homemade juices limited company prospects, a family friend suggested that Zinn peddle her products at local hair salons. The suggestion worked and Arden’s Garden was born.

Ownership Arden’s Garden is a private company. Arden’s Garden is a family-owned business, but this is no ordinary family. The company was founded by exercise pioneer Arden Zinn, who had over 2-dozen exercise studios in Atlanta in the 1970s and 1980s and was a correspondent on CNN in the network’s early days.

Location Arden’s Garden products are distributed in Georgia, Florida, Tennessee and both North and South Carolina in U.S. Our juice is available at supermarkets such as Whole Foods, Publix and Kroger. It’s also available at coffee and bagel shops, health food stores, restaurants, and health clubs – even a car wash! Our Arden’s Garden retail stores are in Midtown across from Piedmont Park, in Little Five Points on Euclid Avenue, in the heart of Kirkwood, on Roswell Road in Buckhead, on Main Street in East Point, in Midtown behind the Margaret Mitchell house, in Sandy Springs, and at Emory Village. We offer business and home delivery as well.

Business Type Arden’s Garden is Atlanta’s premier fresh juice manufacturer. From our East Point processing plant we make fresh juice five days a week and deliver it all over the city. Tagline

Goals for the product

Fresh juices and smoothies

Increasing Arden’s Garden’s brand awareness nationwide with the goal of increasing revenue of 25% in 2015 by utilizing the advantage of social media, maximizing Arden’s Garden image via other medium such as outdoor billboard, magazine ads, PR articles, sponsorship and specialty ad items such as T-shirts, give-away promotion gifts, and so on.

Marketing message

Mission Statement All of our fresh juices and smoothies are made from fruits and vegetables. Making juice from a wide variety of fruits and vegetables maximizes these benefits.

Vision Statement Expand our market throughout the U.S.

Stakeholders

Key contact person: Leslie Zinn – CEO of Arden’s Garden.

Arden’s Garden – The Art of well-being.

Internal Owner versus employees. External • B2B: Arden’s Garden firm versus suppliers, retail grocery stores, competitors, marketing agencies, and advertising agencies. • B2C: Arden’s Garden firm versus online customers, and retail grocery markets’ customers.

Arden’s Garden Headquarters Address: 3113 Main Street, East Point, GA 30344 Phone: (404) 209-1200 Email: info@ardensgarden.com

Target Market Research List brand/product name

Cleanses, veggie juices, smoothies, fruit juices, specialty products, shooters, drink packs. GEOGRAPHIC

DEMOGRAPHIC/ SOCIO-ECONOMIC

PSYCHOGRAPHIC

Attitudes/ Beliefs

United States. Market size: 131,698,262 people. (The number of US citizens from 25 years and older held a minimum of one Bachelor degree)

Location National US customers who could access Internet or retail grocery stores such as Whole Foods, Publix and Kroger

Age: 25 - 65 Gender • Male: 3.9% • Female: 96.1% Race • Hispanic: 14.1% • Black: 19.9% • Non-Hispanic White: 34% • Asian-American: 32% Annual income: $46,000+

Education • Percentage of people over age 25 held at least a bachelor’s degree 73.7% • Percentage of people held a graduate degree 26.3% Family life cycle: Married with Children, Single Parents, Couples and Singles. Career: White-collar (Professionals) Household size: 1 – 6

Personality: Open-minded, Social class: Middle class +

Lifestyle Professional, health-conscious, social media users

Thinkers. These consumers are the highresource group of those who are motivated by ideals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have medium to high incomes but are practical consumers and rational decision makers.

Achievers. These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They favor established products and services that show off their success to their peers.

BEHAVIORAL

Professionals, who tend to use their time productively, seeking a healthy solution in addition to working out.

Purchasing Habits & Characteristics They take advantage of online purchases because of its convenience. They also consider high-end retail groceries for shopping, where they could find the best organic, healthy, low sodium, non-fat, low calorie, and gluten free products. They are concerned about go-green and cruelty-free concepts too.

In brief, Arden’s Garden is targeting two groups of people, who is social media savvy (from 25 to 38 year-old), and audiences of traditional media (from 39 to 65 yearold). These two groups are unified by one characteristic, which is health conscious. The target audiences are mature, responsible, well-educated professionals. The way that Arden’s Garden products have been made reflects target customers’ beliefs about health, which are purest, and using wide variety of fruits and vegetables. Thank to healthy consuming trend, Arden’s Garden has a large potential market throughout national of US.

Arden’s Garden S.W.O.T Analysis S STRENGTHS

- Good concept of product development - Well endorsed manufacturing processes - Variety of high quality products - Respectable reputation - Well designed brand identity - High projecting growth rates and profitability every year - Great reviews and online rating based on measurable diet solution

Medium family-owned company Zero abundant financial resources Human resources are limited with a small management group Brand awareness is still low compared to competitors

WEAKNESSES

- There is a growing demand for a healthy lifestyle - Investment opportunities exist because of high prestige business - Expanding the market - Increasing career opportunities when market grows within the U.S. - Forming the tendency of eating better and living healthier lifestyles

OPPORTUNITIES

T THREATS

- New niches join and share the market place - Giant competitors invest in their manufacturing processes that challenge the unique element of Arden’s Garden’s products - Competitors spend lots of their budget on doing marketing including social media heavy dominance campaigns, which could narrow down Arden’s Garden image expansion - Increasing costs on the manufacturing industry

Market share and competitors

Source: frandata.com

Direct Competitors

Arden’s Garden and these direct competitors share 2% of market segment national of United State. 1. Naked Juice Distribution places: Walmart, Publix, Kroger, Whole Foods market, and online. 2. Suja Juice Distribution places: Target, Publix, Kroger, Whole Foods market, and online. 3. Dr. Smoothie Distribution places: Online (Wholesales account and Individual Account) 4. Bolt house Farms Super Target, Publix, Kroger, Whole Foods market, and online. 5.Sambazon Distribution places: Super Target, Publix, Kroger, Whole Foods market, Planet Smoothie café, and online.

Indirect Competitors

These indirect competitors share majority of market segment national of United State. Their distribution places including independent retailers, retail grocery markets, drug stores, convenient stores, Franchise stores and online. 1. Smoothie King 17% 2. Jamba Juice 14% 3. Planet Smoothie 13% 4. Maul Wowl 9% 5. Yohen Fruz 8% 6. Tropical Smoothie 8% 7. Surf City Squeeze 7% 8. Orange Jullus 6% 9. Frullati Cafe & Bakery 4% 10. Juice It Up 4% 11. Robeks Juice 3% 12. Emerald City Smoothie 1% 13. Inta’ Juice 1% 14. Juice Zone 1% 15. Juice Stop 1%

Marketing Mix Arden’s Garden marketing mix is comprised of the following marketing statics: pricing, products, distribution, and advertising and promotion.

Pricing Maintain the reasonable prices of high quality products that express the idea of good branding.

Positioning

Product Maintain current health and weight loss juices and smoothies; Invest more in R&D activities to develop new product lines of health and instant weight loss foods.

Arden’s Garden will position itself as high quality health-conscious products with reasonable pricing and measurable results.

Distribution Arden’s Garden will be distributed in retail grocery markets such as Whole Foods, Publix and Kroger, independent retailers, and franchises nationwide.

Advertising & Promotion Utilize the advantage of social media; maximize Arden’s Garden image via other media such as outdoor billboards, magazine ads, PR articles, sponsorships and specialty ad items such as T-shirts, give-away promotion gifts, and Promotion events.

Media Strategy Media objectives

We recommend running a media campaign that’s cost-effective. We must deliberately spend a limited budget to maximize the reach using social media and other vehicles.

Media tactics 1. Social media

2. Other vehicles

•

• • • •

Create Pinterest Account for Arden’s Garden; build up more networking via LinkedIn; Google+, Blog, YouTube starting on February 2015 and will be updated year-round Make Vine videos to post on YouTube in March 2016 Create Google engagement ad and ad placement on FaceBook ASAP. Pop-up banner with discount codes Couponing and PR articles on healthylivingmagazine.us in monthly basic 30 second TV commercial aired during talk shows such as The View (ABC Channel), The Talk (CBS Channel), and Home & Family 2-hour lifestyle show (Hallmark Channel).

• • •

By the end of 2015, Arden’s Garden will increase up to 130,000,000 followers of all social media vehicles combined.

Sampling campaign in Whole Foods, Publix, Kroger, and health food stores. The sampling campaign in 2015 will focus on capital in each state nationwide, except for Georgia, Florida, Tennessee, North and South Carolina. The sampling campaign will interchange while taking place in each location for four quarters in 2016. For instance, we will start delivering samples in Whole Foods during the spring, and Publix in the summer, and so on. Mobile outdoor billboard placed on trucks. The themes and designs will be changed based on the seasons, because each season has their own variety of fruits. Sponsorship for Rock ‘n’ Roll USA marathon contest. Timing depends on event organizer. Arden’s Garden T-shirt for volunteers and cheer teams, who have served for the Rock ‘n’ Roll USA marathon contest and have delivered giveaways to the audience of this event.

Currently, Arden’s Garden has FaceBook, Twitter and Instagram. They have little traffic and the designs are not appealing. FaceBook: 3,236 Likes and 723 Visits Instagram: 83 Posts; 2,754 Followers; 12 Followings Twitter: 1,595 tweets; 1,162 Followers; 117 Followings

Media Flow Chart TV

:30 TV Commercial

Network

MEDIA FLOW CHART

Social Media

Feb 16

The View, ABC

Tue

Feb 17

The Talk, CBS

Wed

Feb 18

The View, ABC

Thu

Feb 19

The Talk, CBS

Fri

Feb 20

Home & Family, Hallmark

healthylivingmagazine.us

FaceBook, Instagram, Twitter, Blog

Viral 6-second Vine Video on Youtube

Capital cities (*)

Daily Basic

1st Quarter

Health Food Stores

2nd Quarter

Kroger

3rd Quarter

Publix

4th Quarter

Every Saturday

Mobile Billboard

Both sides of 18-wheel interstate Trucks

10 Trucks from CA to GA and vice versa

Sponsorship

Year-round

Rock ‘n’ Roll USA marathon contest

Sat, Mar 14th, 2016

Sponsor juices and smoothies for event

T-shirt for volunteers & cheer teams

Giveaways for audiences at event

Notes (*): The sampling campaign in 2016 just focus in capital of each state nationwide, except for Georgia, Florida, Tennessee and both North and South Carolina.

08:00 PM - 10:00 PM

One-month length

Daily Basic

Whole Foods

02:00 PM - 03:00 PM

Every Friday

Twice a week

Pinterest and LinkedIn

11:00 AM - 12:00 2PM

Daily Basic

Google Engagement Catalogue, and Ad Placement on FB Pop-up Coupon & PR Article

SamplingCampaign

Mon

Media Budget AD Type

Location

Descriptions

Television Television Television Social Media Social Media Online Magazine Online Magazine Social Media Social Media Social Media Social Media

The View, ABC The Talk, CBS Home & Family, Hallmark Google Engagement catalogue FaceBook Engagement Ad Pop-‐up Coupon PR Article Facebook Logout Twitter 4 Square Action Instagram Blog Pinterest (cost per thousand impressions)

:30 commercial (11am-‐12pm) :30 commercial (2pm-‐3pm) :30 commercial (8pm-‐10pm) Daily basic $0.07 per engagement run 4 weeks on every Friday run 4 weeks on every Friday run 4 weeks $0.4 per hit -‐ 4 weeks run 4 weeks run 4 weeks

LinkedIn -‐ pay-‐per-‐1,000 impressions (CPM). $2.00/click

budget (an optional feature for Sponsored Updates) is $10.

$ per Ad/Day/Month # of spots/ days

$35,000.00 $37,000.00 $25,000.00 $3.00 $0.07 $350.00 $1,200.00 $8.30 $0.40 $11,666.67 $300.00

2 2 1 5 5 4 4 30 30 30 4

$30.00

Social Media $10.00 Social Media Viral :06 Vine video on Youtube start posting vine on Feb 16, 15 $0.00 Sampling Grocery retailers Every Saturday in 4 quarters $10,000.00 Mobile Billboard CPM = $1.58 per truck 10 trucks from CA to GA and vice versa $2,000.00 Sponsorship Juices and Smoothies for event $200,000.00

30 0 48 12 1

Social Media

Sponsorship Sponsorship

run 4 weeks run 4 weeks. The minimum daily

T-‐shirt for Volunteers & Cheer Rock 'n' Roll USA Marathon Teams Contest Givesaways for Audiences at event

Total Budget

$200,000.00

$60,601.00

Notes

Media Cost $70,000 $74,000 $25,000 $75,000 $1,750 $1,400 $4,800 $249 $120,000 $350,000 $1,200

Network-‐ Mon, Wed Network -‐ Tue, Thu Network -‐ Fri Estimate 5,000 clicks per day Estimate 5,000 clicks per day Healthylivingmagzine.us Healthylivingmagzine.us Business package estimate 10,000 hits per day Once per week

$90,000 Estimate 100 clicks per day

$6,000 $0 $480,000 $240,000 $200,000

Estimate 100 clicks per day Based on Go-‐viral sharing with no cost 4 quarters = 48 weeks $2.000 per month

$200,000 Sat, Mar 14th, 2016 $60,601

$2,000,000

This total budget doesn't include production costs of all kinds of media listed.

Slide Deck Presentation via Prezi

Slide Deck Presentation via Emaze

06 | ATLANTA MISSION 6.1 Public Relation Plan 6.2 Execution

5K Race to end Homelessness Press Release Web Banner PSA Video Volunteer Sign-up Form Clothing-drive Campaign Poster FaceBook ad Execute Cloth-drive Campaign Direct Mailing Postcard

Software Used: Photoshop & Illustrator & InDesign

OUR CITY OUR MISSION. Atlanta Mission provides people in Atlanta and the metropolitan area with emergency shelter, residential discipleship, job attainment services and transitional housing. Our Christian non-profit organization provides not only a place to go, but also life resources for more than 950 homeless men, women and children on a daily basis.

PROGRAM SERVICE METRICS

BED NIGHTS

Atlanta Mission consistently strives to offer programs that will meet the unique and pressing needs of those facing homelessness.

FAMILIES SERVED

VOLUNTEERS

INDIVIDUAL COUNSELING SESSIONS

3,702

298,358

327

GRADUATES

MEALS SERVED

MEN & WOMEN FOUND JOBS

595

880,109

487

10,417

CASES OF HOMLESSNESS ENDED

738

• Being well-known throughout the city of Atlanta, which was established in 1938 • It’s a well-organized non-profit organization with a clear mission and a good reputation amongst communities • Although their brand identity is not so appealing, they’re sufficiently established compared to other

• No long-term volunteer commitments • Limited budget to run a large scale campaign • No guarantee for employee loyalty due to low pay and low benefits. • Lack of unique concept

non-profit organizations • The 5k Race to End Homelessness is a good and wellknown campaign

• The support of Christian communities throughout Georgia • Huge potential from multi-million businesses or sponsors, which want to give back, and contribute for a better community • High percentage of college student volunteers, who want to develop leadership skills and gain credits in charity jobs • Take advantage of emerging media and social media to increase brand awareness and Atlanta Mission’s current activities in a cost-effective manner

• Many more new non-profit organizations participated in For-the-good industry, which would share the sponsorship and volunteer resources • The 5k Race to End Homelessness and other charity concepts of Atlanta Mission have been used several times and competitors could apply the same formula for their activities. Therefore, their concept is not unique causing less power to draw attention of sponsors and volunteers. • Besides Kroger, their other sponsors range from small to medium businesses, which don’t have many stable fiscal resources to support Atlanta Mission

• Get donations in terms of advertising services from ad agencies in Metro Atlanta • The thrift store’s business operated by volunteers could be upgraded to a higher level, such as online business

challenge Getting people involved for a good cause can be a hassle. For the most part, the Atlanta Mission is well -recognized, but to get more people to be a part of what Atlanta Mission stands for could help boost the finances needed to keep the supplies and resources consistent.

SOLUTIONS 56

Promote The Atlanta Missionâ&#x20AC;&#x2122;s causes Run an advertising campaign to increase their brand awareness.

TACTICS CLOTHING DRIVE CAMPAIGN •

Design Poster

•

Promote Clothing Drive Campaign in a group on FaceBook • Run Clothing Drive Campaign at the Art Institute of Atlanta.

DIRECT MAILING Direct Mailing Postcard to encourage volunteer participation and sponsors in local areas. It targets for-profit business to gain sponsors and volunteers.

SOCIAL MEDIA CAMPAIGN •

Develop a web banner to advertise on FaceBook to provide a direct link to the Atlanta Mission website where they can promote and register for the 5k Race to End Homelessness

• Public Service Announcement video to promote Atlanta Mission

via YouTube. VOLUNTEER SIGN-UP FORM for volunteer, who want to contribute to Atlanta Mission.

EXECUTION

PRESS RELEASE

FOR IMMEDIATE RELEASE: 02/05/2015 Atlanta Mission - Ending Homelessness 404-588-4000 annie.gomes@atlantamission.org

Atlanta Mission Celebrates Their Atlanta Mission 5K Race to End Homelessness 2015 “Run in the cold for those who sleep in the cold!” The race is presented by Fidelity Bank. Atlanta, GA: Today, Atlanta Mission —a non- profit charity organization that helps people in the metropolitan area with emergency shelter, residential discipleship, job attainment services and transitional housing; announced that on February 21, 2015, a cold Saturday morning in Atlanta, thousands of men, women, and children are going to take the street of downtown Atlanta to run a road race in the bitter cold. The city of Atlanta is home to over 10,000 homeless individuals, people who face the perilous conditions of winter without a roof over their heads. Atlanta Mission serves over 1,000 of men, women, and children every single day. The downtown men’s shelter alone is a refuge for over 400 men on a daily basis; mission leadership member Jim Reese – President/CEO said “Atlanta Mission is the city’s largest and longest-running provider of services to homeless men, women and children, that host the 5k Race to End Homelessness. So far we have 290 people who have registered and paid to attend our Race. I’m more excited to see the numerous numbers grow of more people who are registering rapidly as the day of the event approaches. We hope you will join us this February as donors, volunteers, community members and Atlanta Mission clients run side by side in a race to end homelessness.” To gain this extraordinary following of Atlanta residents, Atlanta Mission planned and executed these tactics: • Served over 800,000 meals, provided over 300,000 beds nights, Assisted nearly 600 clients in attaining employment, transformed the lives of over 800 families. • Held an epic dance party before the 5K Race last year and Billy Boughey will be DJing again this year, and will bring the party, which helped people want come out and enjoy the fun. • We also held a $5 off of registration use the code "LikeATLMission" to promote people to come out to the event. About Atlanta Mission Ending Homelessness: Atlanta Mission, which was formerly called Atlanta Union Mission, was initially established in 1938 as just a soup kitchen. Along the way, Atlanta Mission decided to expand our services to better serve the people we set out to help in the first place. And no longer were just men the ones we wanted to help, but women and children as well. Our programs are built around Christ as the redemptive agent on whom individuals build a firm foundation and new life choices. Homelessness is caused by life, life is complex. Therefore our programs are multi-pronged and multilayered, designed to meet men, women and children where life has lead them and shine the light of Christ down a new road. Contact Atlanta Mission: 2353 Bolton Rd NW. Atlanta, Georgia 30318 Registration Questions Contact: Heather Webster at heather.webster@atlantamission.org Sponsorship Questions Contact: Joseph Owens at joseph.owens@atlantamission.org ###

SOCIAL MEDIA

PSA VIDEO - Public Service Announcement Video will promote the Atlanta Mission non-profit via YouTube

SIGN-UP FORM 62

Sign-up form for volunteer

CLOTH DRIVE POSTER 63

CLOTH DRIVE 64

PROMOTE CLOTHINGDRIVE VIA FACEBOOK

CLOTH DRIVE

RUN CLOTHING-DRIVE CAMPAIGN IN AIA CAMPUS 65

DIRECT MAIL 66

DIRECT MAILING Direct Mailing Postcard to encourage volunteer participation and sponsors in local areas. It targets for-profit businesses to gain sponsors and volunteers.

DIRECT MAIL

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