NISANAT JUKRAWUT
FINAL PORTFOLIO SPRING 2012 ADVERTISING – ACCOUNT PLANNER 02841430
FROM CHIANG MAI TO SAN FRANCISCO
INTRO
Learning is the word that I love the most, because everything is learning. We can learn from school, family, friends, books, and even from love. I learn so many things from studying abroad. I learn about Advertising, different skills, American culture, and I learn about people. Learning can be found at any time and any place. I am very proud to present to you my learning experience, as represented by my work, and then you will learn more about me. Nisanat Jukrawut
TABLE OF CONTENT
Page Biography
5
Hello Sanfrancisco
7
eHarmony
9
Muni riders’ personality
27
How my body works?
41
Scratching stick
47
Mosquito coils
51
Take a puppet out people
55
Contact information
63
Special thanks
65
BIOGRAPHY
“Never Say Never”
I was born and grew up in Chiang Mai, which is located in the northern part of Thailand. With its size, Chiang Mai is almost like the second capital of Thailand. It has its own culture and language. Most of the people speak the local language, which is called Lanna. However, many young people are too shy to speak Lanna, because they think that the local language is for the older generations or rural people. On the contrary, I am not afraid to tell people that I am proud of my hometown and I speak Lanna. My house is located in the suburbs of Chiang Mai but I went to school in the city. I got my bachelor’s degree from Chiang Mai University, with a major in Economics and a minor in Tourism. While there, I was on a cheerleading team. We had to do everything by ourselves from practicing and coaching to designing and creating our shows. What I took away the most is teamwork - we cannot achieve our goals without helping each other. After my 4 years in school, I realized how much I had developed my management and coordination skills, and how well it suits my personality. Before I graduated from college, I decided to continue studying and get a master’s degree. I was considering an MBA at first. However, I switched to advertising because I wanted to take my economics knowledge and apply it to creative endeavors. I gained a lot from advertising school. Though my experience is diverse, all the skills that I have learned relate to each other at some point. There were many obstacles that put me down so many times. My instructor Stephen Williams, after assigning us an impossible task, always says “Never say never” and I agree with him. I believe that everything has its own way to go. We just have to be patient and think in a different way. I would like to say that I am looking forward to being an explorer, observer, learner, creator, and a learner. 6
HELLO SAN FRANCISCO
Every picture in this portfolio is from my landscape photography project. Instructor: Christopher Kern Photographer: Nisanat Jukrawut
eHarmony
Strategic Planning Instructor: Sean Staley Strategist: Nisanat Jukrawut, Thanapol Deeprasertvit andŕš„ Maethus Chaivichitmalakul
“PEOPLE THINK eHarmony DOESN’T HAVE WHAT THEY EXPECT.”
PROBLEM
“Quality comes with Quantity�
People believe that the expensive services they pay for always come with good quality. Because eHarmony is one of the most expensive dating websites, people believe that they will get good service from eHarmony. But most of them are disappointed by the service, as they expect more options than they get.
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Top 3 online dating sites 1. Match.com 2. eHarmony 3. Zoosk —http://www.top10bestdatingsites.com/
SITUATION “Trust in experience�
eHarmony is still in the top dating sites, but growth is decreasing, due to heavy competition from new and free dating sites.
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10 Single people 9 of them are not using a dating service
1 of them is currently using a dating service
OPPORTUNITY “54 million singles in the U.S.�
There are 49 million people who are single and they are not using a dating service.
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BRAND POSITIONING “Difference within similarity”
eHarmony doesn’t provide search on the website, and focuses on long-term relationships. eHarmony utilizes compatibility survey questions for its matching service.
Personality/Compatibility test
Short-term
Long-term
relationship
relationship
Search engine
“AWESOME SINGLE PEOPLE”
TARGET
“Good quality of life”
People between 40-50 years old, who have income between $50K-$125K. They work 5 days per week. They care a lot about quality in everything.
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“MAKE ME A MATCH”
BIG IDEA “Less is more�
eHarmony is a dating site that cares about quality more than quantity. The matching service gives people the right matches, so they do not need to use a search engine.
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“THE FIRST ONLINE DATING WEBSITE TO FINALLY OFFER REAL QUALITY ”
GOAL
“The right matching service�
eHarmony is a dating site that has an efficient matching service. People do not need anytthing else on the web site. They just need to answer compatibility survey questions to get a right match. That is the way to make people have more happiness in their life.
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“PERFECT PARTNER BRINGS PEOPLE MORE HAPPINESS”
MEDIA RECOMMENDATION “Be happier�
eHarmony can consider ways to let people smile by creating media to interact with them. eHarmony could creates melodies that generate interest in the brand and further media channels.
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MUNI RIDERS’ PERSONALITY
Segmentation Instructor: Cameron Maddux, Stephen Williams Observer: Nisanat Jukrawut
OBSERVE COLLECT DATA PROCESS INTERPRET TELL A STORY
APPROACH “Special characteristic�
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2
30
31
38
An observation divides muni riders by thier personality on different bus lines.
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1 CALIFORNIA
“The Richmond to Financial District�
1
This line runs a route from richmond to downtown. The line is always crowded with business people. Most of them dress very nice and neat. They do not really have a conversation with people around them. They have their own space.
QUIET NEAT SOLO PRUDENT
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2 CLEMENT
“The Clement to Downtown�
2
This line has a route from richmond to downtown, which runs on Clement street. The bus is not always crowded. So, it is a first choice of seniors for their ride. They might reject your helping offers even if they want to sit down.
CALM EXPERIENCED STUBBORN
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30 STOCKTON
“The Marina to Downtown via Chinatown�
30
The bus runs through Chinatown of San Francisco, which is the biggest Chinatown in the United States. Most of riders are senior Chinese. They have different culture even though they are in the United States.
NOISY YELLING LAUGHING UNABLE TO UNDERSTAND
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31 BALBOA
“The Richmond to Downtown via Tenderloin�
31
The bus has a route in Tenderloin neighborhood, which is well-known as a watch out area. Many riders might look scary or dangerous. But it is just because they have a very unique lifestyle.
NOISY USING SLANG FULL OF JEWELRY AND ACCESSORIES SHARING MUSIC FRIENDLY
38
38 GEARY
“The Richmond to Downtown�
38
The bus number 38 rides on Geary street, which is one of the main street in San Francisco. This line provides many buses and bus stops. Riders of this line are very diverse. Most of them have smartphones and use them when they get bored for a long time.
QUIET PEACEFUL LOVE READING USING SMARTPHONE
40
HOW MY BODY WORKS?
Creative Structures Book Instructor: Macy Chadwick Book artist: Nisanat Jukrawut
INTERACTIVE WAY OF LEARNING “Read and play”
A book is for 3–5 year old early readers. The book is about usage of body parts. There are 3 parts of the book that talk about head, arms and legs. Children can unfold the book to see details that are more specific on each body part. The bottom of every page has body part magnets that children can stick them on the last page to fill the complete body. The book is reccomended for reading together between parents and children multiple times.
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SCRATCHING STICK
Creative campaign Instructor: Stephen Williams Art Director, Copy Writer, Account Planner: Nisanat Jukrawut
HIT THE SPOT “Why need other’s hands”
A major frustration of people is scratching their back by themselve. Scratching by friends is frustrating. They do not know the right spot. The scratching stick is a tool that helps people gets the right pleasure to relieve the itch.
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MOSQUITO COILS
Creative campaign Instructor: Stephen Williams Art Director, Copy Writer, Account Planner: Nisanat Jukrawut
MONSTER COILS “Human friendly, Mosquitoes enemy�
Mosquito coils made of natural products that keeps mosquitoes away from people. The print advertisements compare different kinds of coils with the power of coils. Mosquito coils are human friendly, but they are not friendly with mosquitoes. Mosquito coils are a monster of natural product.
54
TAKE A PUPPET OUT PEOPLE
Puppets Instructor: Cameron Maddux, Stephen Williams Creator: Nisanat Jukrawut
MAKING PUPPETS “I made them, you took them out”
I made a two genders puppet with paper material. The puppet’s mouth is moveable. The puppet has two genders in one face. The male side has a mustache and thick eyebrows. The female side has red lips and long eyelashes. The puppet expresses a human need that they help each other for living. The puppet was introduced to society by Blair (Yunpei Tsai). They were named Titi and Fifi. They went to many places with Blair. They went to Union Square for having conversations with strangers. They felt a little sad because many people thought they looked weird. A lot of kids liked them and wanted to bring them home. Titi and Fifi enjoyed going out a lot except for a rainy day in the city.
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TAKING PUPPETS “You made her, I took her out”
I got a nun puppet from Gabriella Svensk. The first time I saw her I thought she should have a traditional name. So, I named her as “Rosa”. I thought she might never experienced any vices. Hence, I decided to take her to explore a bar. I made a video of her first visiting at a bar. Rosa really liked her new experience at a bar. She enjoyed having conversations with people. One thing that she did not like is many people was making fun of her. As a nun she still does not get use to this.
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CONTACT INFORMATION
+1-415-323-8319 nisanatjukrawut@gmail.com
SPECIAL THANKS TO
My Family for being a great supporter, I know you will always be with me whenever I fall. I will never disappoint you. I hope I have made you proud. My instructors, Cameron Maddux and Stephen Williams, for giving me suggestions and creative knowledges. My friend, Tanyawan Norachit, for being patient with my design skill and being a lovely friend in the United States. Maethus Chaivichitmalakul (sushishirt), for being there somewhere whenever I need help. Morgan Springer, for being my proofreader and being an American culture instructor as always. Thank you to all of you, who are not in my list, I really appreciate all good things we share together.