ecostyle
Table of Contents
1.0 Introduction..............................................................................................3 Welcome to Ecowander.........................................................................5 About T.I.E.S: Organizational History + Goals........................................11 T.I.E.S Status in the Industry......................................................................15 T.I.E.S in the Eyes of the Consumer.........................................................19 Ecowander: General Proposition..........................................................23 Ecowander: Why it Matters....................................................................27 Demographic Analysis............................................................................31
Brand Loyalty + Common Threads....................................................35 Ecowander: Features + Benefits.........................................................39 USP + Point of Differentiation..............................................................43 Competetive Landscape...................................................................47 Value Proposition.................................................................................53 Web + Marketing.................................................................................57 Ecowander Style Guide......................................................................81 References...........................................................................................153
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1.1
Orbitz, Travelocity, and Expedia are big travel names. These companies provide consumers with great deals, travel packages, and the convenience of online booking. They are looking out for the consumers’ well being and are immersed in the business of saving time and bringing wholesale prices to the average traveler. However, while they may be thinking about the consumer, their good intentions are not reflected on the planet or communities to which they offer travel. None of these companies offer ecological friendly forms of travel or open any sort of dialogue about the possibilities of Ecotourism. Enter EcoWander: a new proposal for an online travel reservation agency that allows travelers to cater their expeditions toward their needs‌and the needs of the planet.
en route...
to tourism less toxic.
Ecowander works to promote environmentally and socially responsible travel by encouraging low-emissive transportation methods, locally managed accommodations, and activities that promote education of the area and fund its preservation. Ecowander is a comfortable, easy, and fun way to book trips...responsibly!
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Welcome to Ecowander your current location: 5
1.2
tourism... With populations traveling more than ever
offers a plethora of educational material on the
before, it is time to take into consideration
topic of Ecotourism, spreading knowledge of this
more environmentally friendly, economically
little-known form of travel globally. EcoWander
beneficial, and overall sustainable means of
will be an extension of this; offering a way to
travel. This relatively un-tapped market provides
apply Ecotourism to the consumer’s daily life
an open door for travel innovation, and allows
and to allow Ecotourism to be incorporated into
consumers of all demographics to be an active
the larger tourism market.
part of responsible tourism worldwide. In the following pages, EcoWander and its This document will present the idea of the
services will be explained. This document will
creation of a new travel reservation company,
explore the benefits of Ecotourism, consumer
EcoWander, which will become an essential
methods of online travel reservations, proposals
offshoot of the already developed International
for
Ecotourism Society.
development, advertising and promotion, and
EcoWander’s
image,
logo,
website
overall mission as the leader in contemporary, The International Ecotourism Society already
responsible travel.
Welcome
less toxic.
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1.2
How Does Ecowander Define and Provide Eco-Travel?
Build Environmental and Cultural Awareness Our goal is to provide travel that is not only unique and exciting, but also educational. For Ecotourism to actually be eco-friendly and sustainable, the trips that we provide must educate the end user about the culture to which they are visiting, and must build awareness of the natural, social and political conditions of the environment. We offer packages that infuse these learning experiences into world-class travel and adventure. Support of Local Economies Ecowander’s largest goal has always been to support the areas to which we travel. We are dedicated to aligning our travels with accomodations and activities that support the local economy of the area that they visit. We provide packages that offer stays at beautiful eco-lodges, guides for shopping at local markets, and the best local places to eat and play. Sorry Hilton, no room for you here! Charitable Donations 10% of every travel package that is purchased is sent directly to a country in need.
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Ecowander Defined
Friendlier Air Travel Ecowander is devoted to creating partnerships with green-minded leaders in the industry. Ecowander offers trips that are bookable through a collection of airlines that have paved the way for friendlier air travel including NatureAir, British Airways, Emirates Airlines, and Southwest Airlines. These large companies have actively participated in alternative fuel research, lower-impact flight method research, and some have implemented alternative fuels into their airline systems already.
About T.I.E.S: Organizational History + Goals your current location: 11
1.3 TIES, which stands for The International Ecotourism Society, is a large non-profit organization that aims to educate the world public about the possibilities, benefits, and breadth of ecotourism. According to the organization it is, “global network of ecotourism professionals and travelers is leading the efforts to make tourism a viable tool for conservation, protection of biocultural diversity, and sustainable community development” (The International Ecotourism Society). TIES’ future goals include: •Educating tourists and tourism professionals •Influencing the tourism industry, public institutions and donors to integrate the principles of ecotourism into their operations and policies (The International Ecotourism Society) As of today, TIES has members in more than 90 countries including various people such as academics, consultants, conservation professionals and organizations, governments, architects, tour operators, lodge owners and managers, general development experts,
and ecotourists (The International Ecotourism Society). Growth is expected in both the ecotourism market and in TIES’ membership, meaning that the future for TIES looks profitable and strong. Currently, The International Ecotourism Society is doing a fantastic job of educating public masses about ecotourism, but could be much stronger in the Organization’s efforts to physically promote ecotourism. TIES could potentially earn profit and expand the company’s educational reach greatly by reaching into the for-profit category.
T.I.E.S History + Goals your current location: 13
T.I.E.S Status in the Industry your current location: 15
1.4 The International Ecotourism Society currently 3. Connect travel professionals and ecotourism holds a strong place in the non-profit world. stakeholders TIES is relatively unmatched in the world of ecotourism non-profits, and stands alone as the 4. Help shape tourism policy to mainstream original and oldest organization of its kind.
sustainability in tourism
Currently the Organization is strictly a non-profit 5. Provide up-to-date information on ecotourism and does not sell any true products. However, and
responsible
it does offer educational services such as Ecotourism Society) seminars, conferences, and various resources for small ecotourism companies to manage their marketing effectively (The International Ecotourism Society). TIES advertises the following as valuable services [‘products’] that they offer: 1.Increase awareness of ecotourism within the traveling public 2. Promote the principles of ecotourism among a variety of audiences
travel
(The
International
T.I.E.S Current Status your current location: 17
T.I.E.S in the Eyes of the Consumer your current location: 19
1.5
T.I.E.S + The Consumer your current location: 21
Ecowander: General Proposition your current location: 23
1.6 This proposition suggests that TIES expand into
2. Appropriateness: EcoWander is directly
the online travel reservation realm: a market
relevant
that is currently untapped by any companies
name suited for the extension of the The
or organizations who are deeply rooted in
International Ecotourism Society. Not only are
ecological responsible travel. This project will
both of the words utilized in the brand name
focus on a new extension of TIES which will
understandable and clear, but both conjure
include a new name and, ultimately, present
very clear ideas and imagery as well. Utilizing
a new product [and services].
the power term ‘Eco’ is a strong technique in
and
appropriate
as
a
brand
that it not only directly relates back to the use The name for this for-profit extension of the
of ‘Eco’ in the Organization’s name, but is also
Organization
a truly relevant contemporary societal term.
is
EcoWander.
The
rationale
for the strength of this brand will follow the following points: 1.
Distinctiveness:
EcoWander
stands
out
amongst other vacation reservation websites and travel agencies in that it specifically addresses
its
environmentally
approach directly in the name.
conscious Of other
companies with similar services, EcoWander would be one of a kind, and would present services unique to the world of tourism.
a
sense
of
movement,
expansive
travel,
name is clear and is simple to read and say.
and responsible energy. The name has legs
The two words combined in the brand name
and clearly represents the services that it is
are visually separated by capital letters to
representing, as well as the casual nature of
ensure correct pronunciation.
the Organization.
4. Likability: The brand name has combined
Expanding TIES into a travel reservation provider
two terms that, in some ways, conflict one
category would expand the Organization’s
another and as such create a balanced name.
notoriety as a staple resource for ecotourism
Typically, while the term ‘Eco’ is understood
options. Additionally, creating a competitive
as a positive term relating to environment, it
alternative to companies such as Orbitz or
is also seen as a negative term in relation to
Expedia would not only broaden awareness of
convenience. The term ‘Eco’ tends to carry
the Organization’s mission, but further expose
a connotation of prohibition, limited access,
the possibilities of ecotourism and its associated
and strictness. Wander, however, is a very free
benefits.
and expressive term to denote travel. Formally defined,
wander
denotes
a
spontaneous
journey, an important flow from one place to another across long distances. This word instills visuals of expansion, freedom, and movement. 5. Extendibility: EcoWander instantly instills
your current location: 25
General Proposition
3. Easy Spelling and Pronunciation: The brand
Ecowander: Why it Matters your current location: 27
1.7 Responsibility Travels. Tourism is a rapidly growing industry. It is expected to grow 4.3% per year over the next 20 years, and ecotourism comprises 7% of all international travel expenditures (Stanimirova, 10). While standard tourism grows 4% annually, ecotourism increases 10%-30% every year. Further, calculations show expenditures grow 20% annually for ecotourism, which is five times more than the expenditures for the tourism industry (World Resources Institute). Even with the rapid growth of the ecotourism industry, there are few easily accessible agencies that can arrange these voyages. TIES is the largest non-profit specifically focused on the issue of ecotourism. Linking TIES with an ecotourism reservation agency would promote ecotravel exponentially.
Why it Matters your current location: 29
Demographic Analysis your current location: 31
1.8 The primary target audience for EcoWander and its associated services includes students, frequent travelers, and families. Ecotourists tend to be over 35 (in Canada somewhat older), slightly more women than men, above average income, with the highly educated and higher social class being represented. Spanish and Italian ecotourists tend to be younger (20-39 class age) than in the others countries, and they have a lower budget (Stanimirova, 34). Current members of TIES and future users of EcoWander are environmentally conscious and apply sustainable initiatives to their daily lives. Members and future users of EcoWander include students, organizations, Institutions and Associations. Members support local purchasing of food, organic purchases, clean energy, and sustainable development.
Demographics your current location: 33
Brand Loyalty + Common Threads your current location: 35
1.9 There is a relatively long list of benefits that will be included in a consumer’s combined involvement with TIES and EcoWander. For example, purchasers of travel packages through EcoWander may also obtain a free membership to TIES. Further, it is important to discuss the consumer’s loyalty to the TIES (and later, EcoWander) brand.
Current members of TIES include academics, consultants, conservation professionals
and organizations, governments, architects, tour operators, lodge owners, general development experts, and ecotourists. This allows for a vast and varied pool of existent consumers who already show loyalty to the TIES brand. Commonly, members of TIES are students, environmentally conscious adults (who have implemented ethical environmental practices into their daily lives), and environmental professionals. Further, benefits of TIES memberships, as well as future involvement in EcoWander are noted as follows: •Some memberships are free •Incentives and benefits increase as monthly cost goes up •Offer fantastic educational benefits such as discounts on online certification programs, e-libraries, and research papers. TIES also provides access to ecotourism job boards and networking services. •Members feel involved in a large community
Brand Loyalty
freedom.
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Ecowander Features + Benefits your current location: 39
2.0 Features and Benefits Feature: Eco-friendly travel in a one-stop shop. Associated Benefit: End users can access everything they need in one place, ultimately bringing customers back in the future. Feature: Wholesale rates for travel that the consumer can afford. Associated Benefit: Discount travel options that compete with Travelocity, Orbitz, and Expedia— get a more unique experience for the same cost. Feature: Fresh website to make booking a breeze. Associated Benefit: user-friendly website that makes understanding and booking eco-travel simple. Pleasant experience = solid retention rate + word of mouth exposure.
Features and Benefits your current location: 41
USP + Points of Differentiation your current location: 43
2.1 TIES builds value by offering functional services such as educational resources, links to other sustainable associations, and more. EcoWander will provide functional value by offering online eco-travel booking and packages at discount rates. Customers will feel satisfied with ethical travel choices and will be fulfilled knowing that their travel plans have made a difference in other communities. The most unique and powerful quality about TIES is its already vast connection to a pool of consumers interested in ecotourism. Compared to online booking sites like Orbitz and Expedia, TIES will have the advantage of being the only online booking company that offers eco-travel services. Being the only site of its kind on the internet almost completely eliminates competition in that it offers services not available elsewhere. TIES already vast network of connections will be a valuable tool for marketing and promotion of TIES new expansion service, EcoWander.
USP + Differentiation your current location: 45
Competetive Landscape your current location: 47
2.2
Weaknesses
Strengths EcoWander
Opportunities
Threats
All three of these companies are competitors with EcoWander in that they are wellestablished online booking websites. However, none of these offer EcoTourism services. EcoWander will strive to meet the same wholesale rates that these three companies offer, but will also strive to be known as a refreshing alternative to typical tourism.
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Competetive Analysis
Orbitz. Expedia. Travelocity.
Ecowander: Value Proposition your current location: 53
2.2 EcoWander provides the consumer with an
organizations, and institutions.
array of ecotourism destinations, tours, and transportation options all related to sustainable
EcoWander makes a truly positive statement
travel and support for local communities.
about
Consumers get discounts on package deals,
Developing a portal through which TIES members
unique travel opportunities, and a sense
and others can arrange for ecotourism activities
of fulfillment from engaging in sustainable
shows accessibility to real-world solutions and
practice.
possibilities via a trusted source.
The value of EcoWander is in its ability to provide environmental sustainability and bring it into the lives of consumers on a personal level. It empowers the consumer by allowing shoppers to make their own decisions about environmental responsibility and sustainable initiatives, unlike travel agencies that tend to make decisions for the consumer. EcoWander further allows TIES to share years of knowledge in regard to ecotourism and sustainable services
travel.
are
Further,
validated
by
EcoWander’s TIES’
formal
association with environmental professionals,
TIES
as
a
proactive
organization.
Value Proposition your current location: 55
Ecowander: Web + Marketing your current location: 57
2.3 Website Development Criteria
websites for leisure and work, EcoWander will
In his book, Advertising Concept and Copy,
useful online resource.
George
Felton
describes
advertising
be developed around the idea of becoming a and
copywriting created for websites as interactive
The EcoWander website will be designed and
marketing.
created from the following specific criteria:
According to Felton,
“Internet
advertising, unlike advertising in so many other media, lets consumers do something about it,
•The website’s central purpose
right away” (139). Felton is correct. In so many
•Target audience definitions
ways, the contemporary consumer’s life is full
•Website’s overall brand identity
of direct interaction with the internet and the
•Website’s navigation design
plethora of advertisements that fill that digital
•Website attraction strategy
space. The world of interactive advertising is,
•Construct consumer return plan for website
quite frankly, endless. This is what will define web marketing for EcoWander as an incredibly
EcoWander’s website will be the single most
difficult feat to master, but one that might
important portion of the brand’s identity. The
also become incredibly successful in a short
website will act as a central hub for company
amount of time.
information, reservation resources and tools to
help
construct
user
perfect
vacation,
Because the idea of EcoWander is rooted
educational
in online use, interactive marketing is truly
more. Without a strong, engaging, functional
the staple of EcoWander’s larger marketing
website, EcoWander’s other marketing efforts
plan.
will do little to assist in company growth.
Because of the heavy reliance upon
links,
the
experiences,
and
Defining the Central Purpose
Taking
There is a lengthy list of questions that one
company is up against several companies that
can ask herself when attempting to define the
already maintain an incredibly strong web
central purpose of the EcoWander website.
presence.
Because of the aforementioned essentiality of
provides the exact services and technologically
the website, there is very little room for error in
advanced options that EcoWander will…only
the company’s interactive marketing scheme.
without the ‘Eco’ in front of the ‘Tourism’. The
Defining the central purpose of EcoWander’s
biggest concern for EcoWander as a brand
website comes down to several key points:
new company is that it faces these strong
consumers need to learn about ecotourism,
companies that have become trusted sources
they need to be able to book their eco-
for discounted travel to people all over the
friendly vacations then and there, and they
world. What makes EcoWander special, and
need opportunities to share their experiences.
what sets the company apart from these
While there are, presumably, a thousand other
competitors, is the offering of environmentally
approaches to take with the EcoWander
responsible travel.
website, these key points target the most
emphasize this opportunity as an extremely
fundamental reasons for the website’s design;
unique benefit of working with EcoWander.
a
look
landscape
back
that
on
the
EcoWander
competitive faces,
the
The website, then, must
the design should allow for all of things while constantly maintain an approachable, fresh appearance.
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Web + Marketing
What’s more, these companies
2.3 Target Audience Definitions Target audience definitions that EcoWander faces in its interactive advertising are not much different than the overall demographic previously described as the target audience for the company as a whole. The target audience most likely to engage in the EcoWander website and its services includes students, frequent travelers, and families. These tourists tend to be over the age of 35, and there tends to be more female than male ecotourists (Stanimirova, 34).
Additionally, Ecotourists are classified as
having a higher than average income, with the highly educated and higer social class being represented (Stanimirova, 35). EcoWander website users are expected to be
environmentally
conscious
and
apply
sustainable initiatives to their daily lives. These users also typically support local purchasing of food, organic farming, clean energy, and sustainable
development
Ecotourism Society).
(The
International
The Big Idea Development
frantically scraping to find the best travel deal
EcoWander is such an interesting company
Ultimately, this stylistic similarity most likely
idea in that it can begin to take on a life that is
comes down to the common psychological
completely representative of the ideas that it
associations with color in regard to design
is ultimately promoting. The website’s identity
for business. All three of these sites use blue
and stylistic design will be matched to the
heavily. According to Precision Intermedia,
overall feel of the company as a whole, and
blue is, overall, a color that creates deeply
that feel will be deeply rooted in fresh, clean
positive associations.
design. Because the company is promoting a
Intermedia’s article on color psychology as
more earth-friendly way to travel, the website
it relates to marketing, “…blue has become
will do all that it can to follow this creed...in
associated with steadfastness, dependability,
style and in use.
wisdom, and loyalty (note how many uniforms
As stated by Precision
are blue)” (http://www.PrecisionIntermedia. The overall website image will be fresh and
com).
simple, without being boring. The design will be clean but will emphasize a contemporary
While the utilization of blue in the three
design standard that runs parallel with the
competitors’ logos makes sense, it also opens
advanced
contemporary
a large door that welcomes competition.
technology of EcoWander. It is interesting
EcoWander will campitalize on the fact that
to
largest
the competitors all have similar brand identities
competitors (Travelocity, Orbitz, and Expedia)
in more ways than one, and it will actively
all use similar color palettes and stylistic devices
work to reject those ideas to create a brand
to their websites. Oddly, it even becomes a bit
image that is entirely unique within the tourism
difficult to differentiate these websites when
industry.
note
thinking that
and
EcoWander’s
three
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Web + Marketing
on the web.
2.3 Website Navigation Design
(http://www.CustomerServiceScoreboard. com/Travelocity).
EcoWander’s navigation must be simple and easy to use. There is no other option for the
Orbitz, while better than Travelocity, still has
company in regard to website navigation and
racked up over 140 negative comments in regard
accessibility.
to services and web user-friendliness. Orbitz sits on the ranking list as #59 of 421 companies, but
According to the Customer Service Scoreboard
still lacks a website that provides a full range
online, the competitors are not doing so well in
of services, ease, and visual engagement
the eyes of the consumer. These scores have
(http://www.CustomerServiceScoreboard.
much to do with one on one communication
com/Travelocity).
with customer service representatives, but there is also a shockingly large number of
Again, while not quite as terrible as Travelocity,
complaints related to website use, functionality,
Expedia boasts a pleasant #281 spot on the list
and simplicity. According to the Scoreboard,
of 421 companies that the Customer Service
Travelocity is ranked #373 out of 421 companies
Scoreboard provides.
listed on the website. Travelocity has racked
negative comments, many in relation to
up 136 negative comments, many of which
website complications, and even a complete
relate to the inability to solve problems via the
downage of the site that is mentioned several
website, or fully understand the documentation,
times by angry customers.
steps, or other jargon that the website offers
Expedia lists over 240
Taking a glance at the competitors’ websites, it is obvious that all three utilize the same sort of organizational system to their pages. The websites are cluttered and, instead of breaking information up into better organized sub-pages of the website, all of the competitors allow the entire array of their information to be placed on the main homepage. As marketing guru George once. Information should be broken up, allowing everything wonderful that the company has to offer to be digested one piece at a time (Felton). With that being said, EcoWander’s navigational system will be accessible to every user, incredibly easy to navigate, and completely attractive and fun to move through.
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Web + Marketing
Felton frequently suggests, companies should not throw all the goods that they have out there at
2.3 Website Attraction Strategy
and forces the reader to question where the
Debbie Lachusa, a brilliant woman who writes
sense, article marketing online allows for the
ten-step strategies for solo entrepreneurs and
doors to EcoWander’s main site to open easily
small businesses, suggests that there are ten
to curious visitors.
voice of the company is coming from. In this
key elements to website attraction strategies (www.tomatogreening.wordpress.com).
Of
Joint Ventures
these ten, several will be particularly relevant to EcoWander’s website attraction strategy
Debbie Lachusa suggests joint ventures as one
including:
way to not only collaborate with other likeminded companies, but to earn respect from
•
Article marketing
other professional business and the target
•
Joint ventures
consumer alike. Joint ventures are beneficial
•
Offline networking
in that they allow well-known and highly respected brands to work with a smaller, like-
Article Marketing
minded company. This union allows for both
Debbie Lachusa suggests that every company,
smaller company develop a larger customer
big or small, should utilize their knowledge of
pool. A strong example of such a collaboration
the product or service to write online pieces
that would potentially benefit EcoWander is
that communicate news within the industry,
a joint venture with REI. REI, which stands for
updates on implementation of the services
Recreation Equipment, Inc. is one of the largest
provided, etc.
stores of outdoor recreational equipment in
This concept promotes the
direct interaction with the target audience,
companies to gain extra business, and helps the
the nation (www.REI.com/aboutus).
nationwide and sends dedicated teams of volunteers—members, customers and REI employees—to build trails, clean up beaches, restore local habitats and more... Through responsible business practices across the company, we strive to reduce our environmental footprint (www.REI.com/aboutus).
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Web + Marketing
Each year, REI donates millions of dollars to support conservation efforts
2.3 Website Consumer Return Plan
(www.blog.hubspot.com).
Ensuring customer return to the EcoWander
What does this mean for EcoWander? Volpe
website
the
suggests that the following do’s and do
aforementioned navigation strategies, catchy
not’s should be followed from a marketing
marketing, and visual stimulation. According
perspective in order to promote customer
to Mike Volpe of Hubspot, there are actual
retention and return:
has
everything
to
do
with
percentages to support this argument. While collecting data for his upcoming Science of
-Do not obsess entirely over the graphic
Website Redesign seminar, Volpe recently
development or visual representation of the
compiled data in a comprehensive collection
web.
of percentages that clearly explain what
-Do obsess over the website’s overall usability
consumers are looking for to bring them back
and accessibility.
to a website a second, third, or one-hundredth
-Do not get overly hung up on the feedback
time (www.blog.hubspot.com).
relative to website attractiveness. -Do not use flash, tons of graphics, or excessive
Volpe’s data concludes that approximately
amounts of video.
76% of consumers say that as long as a website
-Do use a relatively basic layout that, while
makes it easy to find what they are looking for,
interesting, is familiar to the user.
they will return. 10% of consumers attributed
-Do
their loyal returns to a beautiful website
complicating website design or navigation.
appearance and another 10% stated that
-Do differentiate the company by creating an
their returns related to a cutting edge digital
easy-to-use website that costumers feel good
experience of some sort related to the website
coming back to (www.blog.hubspot.com).
not
differentiate
the
company
by
Web + Marketing
Come Together. Right Now. Over Green.
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2.3
Because social media is based upon the very simple idea of human to human communication, it is an invaluable tool in marketing and promotion, particularly for web-based companies such as EcoWander. According to the book The Social Media Bible: Tactics, Tools, and Strategies for Business Success by Lon Safko and David K. Brake, social media is all about starting a larger conversation. The book also suggests that Social Media is also about enabling, prompting, promoting, and monetizing that conversation, which can be a huge part of success for large and small businesses alike (4). EcoWander will use a collection of social media tools to promote company awareness, attract consumers, and begin a dialogue about the amazing possibilities of ecotourism.
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Web + Marketing
Social Media
2.3
Tweet. Blog. Book. Facebook and Ecowander For EcoWander, Facebook will be a vital resource. This is because Facebook has become a contemporary trusted network. This network includes 100 million registered users who are hosting over ten billion photographs (Safko et. All). While this may seem like an enormous market to tap into and a resource where reaching the target audience feels impossible, it isn’t. Facebook Ads allow for wide or narrow audience reach, and along with a very clear and simple method for advertising, Facebook also provides visitor statistics, impressions, and even click numbers. In this way, Facebook has developed a relatively inexpensive way for companies to advertise, at their own pace and cost, nonetheless. EcoWander can gain an audience quickly by creating a company page and promoting through Facebook ads and Sponsored Stories.
Twitter and Ecowander Twitter and other micro-blogging websites allow for a company to share small, quick bits of information. According to Dennis L. Prince, author of the book Get Rich With Twitter, consumers are attracted to tweets because it is a way to avoid the loud noise of companies who are still over-advertising. Prince suggests that instead of listening to these blaring advertisements and sales pitches, consumers are looking for something that truly “speaks to them� (3). As part of a contemporary, effective marketing campaign, Prince suggests that companies tweet multiple times a day. EcoWander can gain attention from consumers
Web + Marketing
about tweeting tidbits of information on locations, new destinations, sale journeys, facts about ecotourism, and more.
Blogging and Ecowander Blogging is often an incredibly useful way to truly communicate with a target audience. Utilizing blogging, EcoWander can make a more personal connection than what other social media outlets foster. When blogging, EcoWander can share industry news, provide updates on the company, and present a generally less formalized, conversational dialogue with the target audience. In addition to this, graphic customization of the blog can further communicate the brand identity and voice of Ecowander.
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2.3 E-mail Marketing E-mail marketing is like the new direct mail approach for the modern age. E-mail marketing, while overall not as effective as other online social media efforts, still creates a very direct lineage between customer and company. Online companies such as MailChimp and Constant Contact make it easy for businesses to design attractive and effective email marketing quickly for promotion.
Print Advertising Despite the fact that the online market place and digital means of advertising have absolutely blown up in the past ten years, print ads still do carry a lot of weight. Print ads seem to be the ideal balance between textual information and graphic design; something that holds much power, when executed correctly, for the consumer and the company alike.
Direct Mail In his book, Advertising: Concept and Copy, George Felton describes the ways the method of direct mail is, ultimately, failing (122). However, as Felton later describes, it is time for copywriters, designers, and companies to begin to appreciate “the hole that they are in” (122). As Felton suggests, if direct-response marketing approaches are to be taken, they need to be interesting enough to not end up in the consumer’s overflowing trash can. For EcoWander, direct mail advertisements will be designed almost entirely for the purpose of grabbing attention and then educating. Because so few people actually fully understand what the term ecotourism means, the marketing approach must seek to announce EcoWander’s presence before offering its services in full. Any direct mailing advertising for EcoWander will aim to get attention; direct mail ads may be designed around a more controversial tone, causing the reader to raise eyebrows and, inherently, continue reading.
Web + Marketing your current location: 73
2.3 Guerrilla Print techniques EcoWander is a brand new company. Hot off the press with no history of advertising behind it.
Because of this,
guerilla advertising techniques will be an essential, albeit small, portion of the EcoWander advertising campaign. For example, creating a temporary installation on sidewalks demonstrating a footprint smaller than the average humans and suggesting that people passing by consider ‘leaving a smaller footprint’, might gain the attention of consumers. Guerrilla tactics for EcoWander can be inexpensive and subtle, as their purpose is to engage the consumer and bring them in for more information on the company and its services.
Magazine Advertising Unlike newspapers, magazines are still very much in demand. They are very much alive, presumably, because they fit easily into the consumer’s high speed lifestyle, and their graphic and story-telling quality makes them more engaging than ever before.
EcoWander will utilize highly graphic, very
powerful print advertisements in magazines. Along with a campaign of graphic ads showing the sustained beauty of locations that have been supported and protected with thanks to ecotourism, EcoWander will also showcase a series of testimonial ads that promote EcoWander as a recognizable service that is valuable to all populations.
Web + Marketing your current location: 75
2.3 Television Marketing Commercials EcoWander will also benefit greatly from promotional T.V. spots.
Primarily,
television commercials will initially be focused around education the public about EcoWander’s parent company: The International Ecotourism Society. Once the audience has been educated and engaged within the realm of ecotourism, The International Ecotourism Society can inform about EcoWander. The campaign will take the approach of presenting a problem, and then presenting EcoWander as the solution to that problem; in which the consumer and/or viewer have a very personal role.
Broadcasts/Interviews EcoWander will greatly benefit from taking part in educational television series or interviews that are hosted on non-profit or public television stations. After their airing on television programs, the interviews, shows, and documentaries related to EcoWander, TIES, and ecotourism can be sold as special edition DVD sets. Interviews and other broadcasts open a large window of opportunity for EcoWander to create joint ventures in the realm of television. For example, EcoWander would gain incredible exposure if the company became involved in a travel show on the Discovery Channel.
Web + Marketing your current location: 77
2.3 Travel ‘Injection’ In-Flight Television Advertising Occasionally, advertising can be placed directly into the field that the company represents. An instance of this, for example, is on Frontier Airlines. The small televisions on the back of the seats loop advertisements from various companies including Colorado ski resorts, restaurants, and the Denver Center for Performing Arts. In addition to this, these ads continue to loop until the passenger swipes a credit card to pay for television or a movie. If they do not choose to watch television or a movie, then they are witness to the advertisements on that screen for the duration of their flight. Because EcoWander is specifically a travel oriented company, injection of the company and its brand into specific tourist sites would create incredibly relevant advertising to a target audience that has already been gathered.
Airport Advertising Another example of the injection of EcoWander advertising into tourist specific sites includes advertising at airports. If EcoWander can make a presence in airports, tourists worldwide will begin to recognize the company, particularly because the consumer has been captured at a moment when tourism is extremely relevant to the consumer’s thought process.
University Advertising Another option for site-specific advertising is on college campuses. Typically speaking, college campuses are resources for liberal thinking and learning, with an advanced approach to social and environmental issues. College campuses are becoming hot spots for interest in eco-friendly alternatives and education about environmental degradation. Small advertisements on or near college campuses will potentially engage a younger portion of the target audience, instilling action in them that they will spread to their peers.
Web + Marketing your current location: 79
Ecowander: The Style Guide your current location: 81
Ecostyle Introduction..................................................................85 The Ecowander Design Process..............................87 The Ecowander Logo.............................................................91 Typography.............................................................................................95 The Ecowander Color Scheme...............................99 Ecowander Tone of Voice................................................103 Print Advertising..................................................................................107 Website............................................................................................................121 Graphics + Textures.......................................................................131 Motion Graphics................................................................................139 Ecowander Business Essentials...................................143 Ecowander Merchandise.....................................................147
Ecostyle: Table of Contents your current location: 83
2.4 Ecostyle
Ecowander will provide a completely dynamic
and fresh approach to new methods of tourism. The ecowander brand will rely heavily upon its strong online presence, as well as its print and interactive media presence.
Advertisements
will be powerfully written, will convey messages of eco responsibility without the sacrifice of fun. The graphic and entire aesthetic of ecowander will be harmoniously tied together in colors that are earthy and approachable, while fonts will remain crisp and clean, maintaining an image of purity and low impact. Ultimately, with wellcrafted advertising, strong research, case study work, and simplified, user-friendly design will make Ecowander a dynamic and course altering success in the tourism industry.
Style Guide your current location: 85
2.4 The Process The development of the Ecowander brand style has been developed from natural inspiration, powerful graphics, and travel motifs. The brand is rooted in the ideas of simplicity and purity, offering a simplistic and clean-lined guideline for the brand’s style and development. Ecowander’s style is established mostly by grounded, earth-toned hues as well as organic forms that bring a light-weight and playful feel to the brand. Its crispness and sophistication have been supported by the successful development of the brand’s logo and signature.
Style Guide Moodboards were developed during the design process to develop a concrete visual style and to begin the creation of a cohesive system of graphic elements.
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2.4 The Logo The Ecowander logo is a simple, clean logo that speaks to travel symbolism and earthiness. The logo was developed after multiple experiments and iterations. The design originally attempted to grasp hold of the idea of representing various forms of transportation within the logo graphic. This seemed to complicate the logo’s structure and overall appearance. The logo was also developed using varying proportions and hierarchy. For example, the ‘eco’ in the logo took on a much larger size than the rest of the logo, giving it an obvious emphasis. It was later decided that this also complicated the logo more than was necessary, and so back to the drawing board it was. The final logo was developed as a result of refinement and simplification. The logo is text is simple and clean. The organic curves of the type allow for the eye to move steadily and consistently over the logo’s length. The roundness of the logo is comforting and somewhat playful, while the moments of sharpness in the letter ‘e’ and the letter ‘a’ help ground the logo back to a sharp level of professionalism. The green and brown glowing compass ha become the ideal symbol for the Ecowander brand. It represents travel and the unknown, adventure and embarkment. Its placement within the ‘o’ of the word eco is ideal, while it is also equally strong standing on its own.
Style Guide
Variation Allowance
The Ecowander logo has been designed
specificially to float on a white background for maximized viewing and clarity of the logo’s intention. However, variation is allowed with regard to background color and logo placement. In the following pages, these logo allowances will be specified and will ensure documentation
of
correct
and
incorrect
logo usage when developing material for the Ecowander brand.
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2.4 Logo Use
The Ecowander logo is best represented when it is placed against a pure
white
background. This allows for the green and brown colors to show accurately, and does not interrupt the surrounding green glow of the compass. However, variations to background color and logo placement can be made. The following demonstrations show appropriate and inappropriate uses of the Ecowander logo. It is not acceptable to place the single compass logo or the logo signature on dark colors or colors closely related to the original colors used within the logo. This prevents the type from showing appropriately, interrupts the clarity of the forms, and makes the green glow of the compass less apparent. It is acceptable however to place the logo on similar colors in lighter hues and tones, as this allows the compass and lettering to read relatively clearly.
Style Guide your current location: 93
2.4 Typography: Headers The type that is used for primary headers, large statements, or titles in Ecowander material is Optificio. Optificio has been selected because of its elegant simplicity. This type introduces a sophisticated, sleek, appearance that adds style and readability to Ecowander material. Optificio can be used in sizes as large as 72 pt for large titles, introductions, or dividers. This type is not to exceed 72 pt size, however, in the production of any standard size material (particularly with regard to print work). Optificio may also be used in smaller sizes to indicate titles or divisions in body copy. When using smaller sizes, Optificio is never to be used in a type size smaller than 14 pt. When working with Ecowander material, a bolded version of Optificio is acceptable, but italics are never to be used.
Aa Bb
I am Optificio 72 pt font. I am Optificio 60 pt font. I am Optificio 48 pt font. I am Optificio 36 pt font.
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Style Guide
Hello. I’m Optificio. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 456789!@#$%^&*()
2.4 Typography: Body The type that is used for all body copy within the Ecowander brand is Century Gothic. Century Gothic was chosen as a primary font for this use because of its sans-serif, modern look and clean-lined simplicity. This also presents a maximum readability, which provides clear and consistent body copy throughout all Ecowander material. Body copy type can vary in size depending upon the use, however it is suggested that the body copy type size never exceed 24 pt font when utilized for standard size production. It is also suggested that Century Gothic never be made smaller than 10 pt font when utilized in standard size production to ensure proper legibility and clarity. Ecowander body copy is always left justified to accomodate grid lines and provide organized, clean lines of content that flows from page to page.
Aa Bb
I am Century Gothic 48 pt font. I am Century Gothic 36 pt font. I am Century Gothic 30 pt font. I am Century Gothic 24 pt font. I am Century Gothic 18 pt font. I am Century Gothic 14 pt font.
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Style Guide
Hello. I’m Century Gothic. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789!@#$%^&*()
2.4 Color Scheme Ecowander’s color palette is the result of a lengthy process of research, analysis, and application. As a result, Ecowander’s color scheme is simple and lacks complication, but is inherently meaningful and deeply rooted to the brand’s larger ideals and goals. The lively interplay between vibrant green, rich brown, and cheery yellows make up the primary scheme for Ecowander. The derivation of the scheme is no secret: Ecowander was and always will be inspired by the natural environment. The brand is extremely connected to ideas and patterns related to nature and the outdoors. It made sense to develop the brand using these qualities. The integrity of these colors must remain in tact at all times to promote and protect the true personality of the brand.
Style Guide your current location: 99
2.4 green
Final Color Scheme
growth, nature, money, calming, pleasing, generosity, peace, harmony, support, well-paced energy
yellow cheer, laughter, optimism, positivity, forward-thinking, energy, liveliness, sunny
brown reliability, trust, friendship, stability, grounding, earthiness, natural, neutrality
Style Guide your current location: 101
2.4
real.
w i tty l a u sim s a pl c e
ea sy -g oin g
y l d n e i r f
getic cool r e n e
your current location: 103
Style Guide
simple.
2.4
We are cooler than the other side of the eco-friendly, biodegradable, non-toxic, responsibly produced pillow.
your current location: 105
Style Guide
Tone of Voice
Print Advertisements your current location: 107
2.4 where have all the
flowers
gone?
Style Guide your current location: 109
2.4
Take the most incredible family vacation...ever. Booking with Ecowander is easy as reading this advertisement. We guarantee fun, education, and the time of your life. Adventures in sustainability. Tourism less toxic. Responsibility travels. Book today at www.ecowander.com
your current location: 111
Style Guide
disneyland, shmisneyland.
2.4
Style Guide your current location: 113
2.4
At Ecowander, we take every part of ecofriendly travel seriously. That’s why we have, and only ever will, partner with airlines who are proactively seeking alternative fuel sources, low-emissive flying practices, and ecologically responsible management. It feels good to be on board. Visit www.ecowander.com today to book a flight that you can feel good abut.
your current location: 115
Style Guide
Our Jets Blow You Kisses.
2.4 Print Advertising Ecowander print advertisements are intended
ere W u o Y ish
to invite the viewer into the world of Ecowander travel. Each advertisement takes on a different concept or appearance, but every advertisement is designed with the same kind, carefree energy. Ecowander advertisements are designed to be particularly friendly and welcoming to an end user. The goal of print advertising for Ecowander is to be as bold as possible. Often, this is achieved with selected graphics and one-line statements. Other times, Ecowander advertisements are created with a message that is much more subliminal. For example, the demonstrated postcard advertisement implies that the world misses its travelers. This is tied to the meaning of earthfriendly tourism; suggesting that travel is not something that the earth needs to be afraid of any longer. With Ecowander, people and the planet are happy.
W
ve, o L
rth a E
re! e H
Style Guide your current location: 117
2.4
Style Guide
you owe it to yourself. you owe it to the planet.
your current location: 119
Ecowander Website Design your current location: 121
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Style Guide your current location: 123
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Style Guide your current location: 125
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Style Guide your current location: 127
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Ecowander Web Icon Set
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Acceptable Graphics + Textures your current location: 131
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Style Guide your current location: 135
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Style Guide your current location: 137
Motion Graphics Development your current location: 139
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Style Guide your current location: 141
Business Essentials your current location: 143
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Style Guide your current location: 145
Ecowander Merchandise your current location: 147
2.4
wander wear
Style Guide Ecowander Wander Wear products are designed for the worldly traveler who is always on the move. Wander Wear products provide affordable, durable travel gear and everyday accessories made from responsible processes and recycled materials. Wander Wear is designed to endure every adventure and to accompany ecotravelers on ther Ecowander excursions all over the world.
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2.4
Ecowander Winter Wear
Ecowander’s Wander Wear products are designed to be stylish and functional while also living up to the larger goal of the International Ecotourism Society: a world less harmed by larger toxic processes and non-sustainable practices. Wander Wear products are made with 100% recycled consumer content such as recycled paper, reused tires, and recycled water bottles. Ecowander prides itself as an eco-tourism provider as well as a provider of practical, travel related products that further
Style Guide
promote environmentally responsible practices worldwide.
Ecowander Water Bottles
Ecowander Travel Journal
your current location: 151
Ecowander References your current location: 153
2.5 References Customer Service Scoreboard. 2011. Travelocity, Orbitz, Expedia. Retrieved on June 21, 2011 from http:// www.customerservicescoreboard.com/. Felton, George. 2006. Advertising: Concept and Copy. New York and London: W.W. Norton & Company. Print. Fonts.com. 2011. Elements of Typography. Retrieved on June 22, 2011 from http://www.Fonts.com. Lachusa, Debbie. 2009. 10 Quick and Easy Client Attraction Strategies. Retrieved on June 20, 2011 from http://tomatogreening.wordpress.com/category/marketing-your-business/. Logo Critiques. 2011. Color Psychology in Logo Design. Retrieved June 21, 2011 from http://www. logocritiques.com/resources/color_psychology_in_logo_design/. Merg, Mike. 1999. The Untamed Path: What Is Ecotourism? Retrieved on May 13, 2011 from http://www. untamedpath.com/Ecotourism/what_is_ecotourism.html. Mihalkova-Stanimirova, Dessislava. The Ecotourism Markets. Retrieved May 12, 2011 from http://www. getcited.org/pub/103152544 Precision Intermedia. 2011. Color Psychology and Marketing. Retrieved on June 24, 2011 from http:// www.precisionintermedia.com/color.html REI. 2011. About Us. Retrieved on June 21, 2011 from http://www.REI.com Safko, Lon. 2010. The Social Media Bible: Tactics, Tools, and Tips for Success. John Wilson and Sons, INC: New Jersey. Print.
Sanctuary Media Group. 2011. Online Marketing Strategy. Retrieved on June 20, 2011 from http://www. sanctuarymg.com.
Volpe, Mike. 2011. Hubspot Blog. Retrieved on June 21, 2011 from http://blog.hubspot.com/blog/ tabid/6307/Default.aspx?Author=Mike%20Volpe. Wearing, Stephen. 2009. Ecotourism: Impact, Potential, and Possibilities? Butterworth-Heinemann: UK. Wight, Pamela A. 1996. Journal Of Travel Research: North American Ecotourists: Market Profile and Trip Characteristics. Retrieved May 13, 2011 from http://jtr.sagepub.com/content/34/4/2.short#cited-by World Resource Institute. 2011. Ecotourism Statistics. Retrieved on June 21, 2011 from http://www.wri. org. Yee, Jordan G. 1992. Ecotourism market survey: A survey of North American ecotourism tour operators. Intelligence Centre, Pacific Asia Travel Association (San Francisco, CA)
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References
The International Ecotourism Society. TIES Mission. Retrieved May 12, 2011 from http://www.ecotourism. org
2.5 Image References Allen, Douglas (Photographer). (December 14, 2011). Canadian Bush Plane [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. Almeida, Helder (Photographer). (February 2, 2010). Hugging a Tree [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. Alvarez, Ricardo (Illustrator). (October 27, 2010) Laptop Leaves [Illustration], retrieved February 16, 2012 from: http:// www.istockphoto.com. Anne-Thompson, Leah {Photographer). (July 8, 2007). Treehugger [Photography], retrieved on February 19, 2012, from: http://www.istockphoto.com. Arbaev, Tim (Photographer). (August 5, 2008) Butterfly in a Hand [Photography], retrieved on February 18, 2012 from: http://www.istockphoto.com. Bajic, Ivan (Photographer). (December 15, 2010). Hands and Water [Photography], retrieved on February 19, 2012 from: http://www.istockphoto.com. Berry, Doug (Photographer). (November 5, 2011). Happy Outdoor Couple [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. C, Leonard (Illustrator). (March 16, 2011) Green Children [Illustration], retrieved February 16, 2012 from: http://www. istockphoto.com. Candybox (Photographer). (July 26, 2011). Hiking Young Couple Point at Panoramic View [Photography], retrieved February 9, 2012 from:http://www.istockphoto.com. Craftvision (Photographer). (December 17, 2009) Modern Airplane Seat [Photography], retrieved on February 18, 2012 from: http://www.istockphoto.com. Craftvision (Photographer). (January 20, 2011). Framed Sun [Photography], retrieved on February 19, 2012, from: http:// www.istockphoto.com. Debenport, Steve (Photographer). (January 6, 2011). Old Style Compass and Telescope on Top of World Map [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com. Debenport, Steve (Photographer). (January 6, 2011). Old Style Compass and Telescope on Top of World Map [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com. Denisov, Vladimir (Illustrator). (November 14, 2011). Retro Tourism Icons [Vector Illustration], retrieved on February 19, 2012 from http://www.istockphoto.com.
Denisov, Vladimir (Illustrator). (October 16, 2011). Retro Ecological Icons [Vector Illustration], retrieved on February 19, 2012 from: http://www.istockphoto.com. Dietze, Silkie (Photographer). (June 20, 2008). Am Ufer [Photography], retrieved February 9, 2012 from: http://www. istockphoto.com. Emlund, Stephen (Photographer). (July 23, 2011). Stack of Old, Blank Postcards [Photography], retrieved on February 19, 2012 from http://www.istockphoto.com. Extreme Photographer (Photographer). (December 29, 2011). South Pole Expedition [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com. Farrant, Jamie (Illustrator). (March 5, 2011) Green Travel Background [Illustration], retrieved February 18, 2012 from: http:// www.istockphoto.com.
Gaspr13 (Photographer). (September 28, 2009). Summer Mountain Hiking [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com. Gurler, Rustem (Photographer). (June 16, 2010). Modern Desktop Computer [Photography], retrieved on February 19, 2012 from http://www.istockphoto.com. Gustin, Glenys (Photographer). (July 3, 2011) Boot Print in Cement [Photography], retrieved February 18, 2012 from: http://www.istockphoto.com. Haykirdi (Photographer). (November 8, 2011). Hand Reaching For Help on Desert [Photography], retrieved on February 19, 2012 from: http://www.istockphoto.com. Imagedepotpro (Photographer). (November 12, 2010). Child Balance Stones [Photography], retrieved on February 19, 2012 from: http://www.istockphoto.com. Jones, David (Photographer). (June 13, 2010). Energy For Future Generations [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com. Keating, Courtney (Photographer). (March 15, 2011). Hands Holding Sunset [Photography], retrieved February 9, 2012 from http://www.istockphoto.com. Kelly, Ryan (Photographer). (August 21, 2008) Glacier Pebble [Photography], retrieved February 9, 2012 from: http:// www.istockphoto.com. Kiev, Mike (Photographer). (June 16, 2010). Child Who Catches Cloud [Photography], retrieved on February 19, 2012, from: http://www.istockphoto.com.
your current location: 156
References
Froese, Fred (Photographer). (January 15, 2012). Rainforest [Photography], retrieved February 9, 2012 from: http://www. istockphoto.com.
2.5 Image References (cont.) Kuklev, Evgeny (Photographer). (February 8, 2011). Farmer at Sunset [Photography], retrieved February 9, 2012 from http://www.istockphoto.com. Leite, Eduardo (Photographer). (September 4, 2011). Heart Hand [Photography], retrieved February 7, 2012 from: http://www.istockphoto.com. Lorien, Tina (Photographer). (February 4, 2012). Tourist Resort on Koh Mak [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. McDonnel, Ian (Photographer). (September 28, 2010). Tourist [Photography], retrieved February 7, 2012 from: http:// www.istockphoto.com. Monia (Photographer). (May 4, 2011) Summer Fun [Photography], retrieved February 9, 2012 from: http://www. istockphoto.com. Morkeman (Photographer). (November 30, 2006). Jet Engine [Photography], retrieved on February 19, 2012 from: http://www.istockphotos.com. Murray, Tamara (Photographer). (March 29, 2011). Green Food News [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. Nakic, Aleksandar (Photographer). (September 5, 2011). Hand in Field [Photography], retrieved February 2, 2012 from: http://www.istockphoto.com. Newman, Stacey (Photographer). (July 2, 2009). Bikes in Nature [Photography], retrieved January 15, 2012 from: http:// www.istockphoto.com. Opperman, Frank (Photographer). (September 22, 2008). Sparkling Star [Photography], retrieved on February 19, 2012 from: http://www.istockphotos.com. Pippel, Gunner (Photographer). (May 19, 2010). Freedom and Hope [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. Rohde, Amanda (Photographer). (February 11, 2007) Nurturing Hands [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com. Schwarz, Angelika (Photographer). (June 29, 2011). Couple Relaxing in the Mountains [Photography], retrieved February 9, 2012 from: http://www.istockphoto.com.
Seculic, Kristian (Photographer). (July 4, 2011). Close Up Of Hand in Tropical Rain [Photography], retrieved February 7, 2012 from: http://www.istockphoto.com. Skibrc, Igor (Photographer). (November 10, 2011) Yoga [Photography], retrieved February 9, 2012 from: http://www. istockphoto.com.
Svetikd (Photographer). (May 23, 2011). Hand Through Wheat Field [Photography], retrieved on February 19, 2012 from: http://www.istockphoto.com. Vardhan, Anantha (Photographer). (April 15, 2008) Soil [Photography], retrieved February 9, 2012 from: http://www. istockphoto.com. Velasevic, Aleksandar (Illustrator). (November 14, 2010) Abstract Background [Illustration], retrieved on February 18, 2012 from: http://www.istockphoto.com. Warchi (Photographer). (July 5, 2010) Tv in the Forest [Photography], retrieved February 18, 2012 from: http://www. istockphoto.com. Willie, Thomas B. (Photographer). (August 10, 2009). Bio Market [Photography], retrieved February 9, 2012 from: http:// www.istockhome.com. Wong, Sze (Photographer). (February 17, 2010) Protecting Hand [Photography], retrieved February 9, 2012 from: http:// www.istockphoto.com. Yacovleva, Aleksandra (Photographer). (November 6, 2011). Girl Screams [Photography], retrieved January 26, 2012 from: http://www.istockphoto.com. Zlochin, Marina (Illustrator). (April 3, 2011) Tree Communication Theme [Illustration], retrieved February 16, 2012 from: http://www.istockphoto.com. Zmeel Photography (Photographer). (November 25, 2010). Tree Hugger [Photography], retrieved on February 19, 2012 from: http://www.istockphoto.com
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References
Stephenson, David (Photographer). (October 25, 2010). Farm Fence and Road at Sunrise With Fog [Photography], retrieved January 15, 2012 from: http://www.istockphoto.com.
2.5
your current location: end
Goodbye
Happy Traveling.