Date post: | 28-Mar-2016 |
Category: |
Documents |
Upload: | rikki-tafoya |
View: | 222 times |
Download: | 0 times |
Rikki Melina Tafoya
Portfolio
DeconstructProduct Development
DECONSTRUCT
ABOUT THE BRAND
The Deconstruct product line brings a new twist to Steampunk style, and combines it with modern androgyny. This unisex collection combines lush fabrics with tattered edges, steadfast hardware, and tenacious accessories.
Prepared to enter stores for Fall/Winter 2013, Deconstruct hopes to bend gender perception and empower young unique people of all shapes, and colors.
Brand essence
PAST. PRESENT. FUTURE.
Deconstruct pulls inspiration from the lives and emotions of its customers. We’re in touch with their fears, dreams, and opinions. We read up on them, we hang out with them, we’ve immersed ourselves in their culture so much that we’ve blurred the line between where we end and they begin.
We’re inspired by who they are, and who they hope to become.
Message to Customer:
“Deconstruct is inspired by the many faces of you. Whether you’re a fashion influencer or fashion vigilante.
We’re inspired by your past, just as much as by who you are right now. We’re inspired by all that you are and who you wish to become.”
Branding Elements
PRIMARY TYPEFACE PUNK KID o 1 2 3 4 5 6 7 8 9 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
SECONDARY TYPEFACEEUROSTILE 0123456789 a b c d e f g h i j k l m n o p q r t u v w x y z
Dust (51%)71, 66, 65, 72
Camel26, 29, 49, 0
Snow0, 0, 0, 0
Raven0, 0, 0, 100
Color Palette Logo
Packaging Details
Shopping BagHangtagGift Box
Have You Seen This Person?
Deconstruct’s primary market consists of fashion-forward men and women between the ages of 18 and 35 with an average gross annual income of $54,000. These Gen-X and Gen-Y individuals are urban dwellers living in major metropolitan areas like New York City, Los Angeles, Seattle, and San Francisco.
Their unique and powerful sense of style is a means of expression and also a slight to social norms. They reject the “American Dream” and are unmarried, without children. The men and women of Deconstruct are educated, well-informed and socially active. They excel in professional fields ranging from Graphic Design to Political Science.
They’re hard-at-work and hard-at-play, never missing a live concert or gallery opening. They are innovators, Mac’s, and thought-leaders who are enthusiastic about technology, politics, and fashion. They’re spending their cash and their free time at bars, shopping at All Saints or Diesel, and grabbing QR codes for anything that intrigues them.
http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot.jsp&menuid=91&submenuid=911
target customer
f/w 2o13 Color & Fabric Story
Colors Fabrics
BruisePantone PMS 5265
AshPantone 433
PetalPantone PMS 437
DuskPantone PMS 533
RavenPantone Black 5 2x
Crochet
Leather
Selvedge Denim
Cotton Jersey
Gabardine Wool
Dorsal Assortment
Flight of Night Tee100% Cotton JerseySizes: XS-XLColors: Raven, PetalRetail: $89.00
Dove’s Tail Tee100% Cotton JerseySizes: XS-XLColors: Ash, PetalRetail: $89.00
Tattered & Torn Tee100% Cotton JerseySizes: XS-XLColors: Ash, RavenRetail: $89.00
New Pharoah Tee100% Cotton JerseySizes: XS-XLColors: RavenRetail: $129.00
The Raven Sweater100% CashmereSizes: XS-XLColors: RavenRetail: $265.00
Top Gunner Jacket100% PolyamideSizes: XS-XLColors: RavenRetail: $299.00
The Easy Rider100% Genuine LeatherSizes: XS-XLColors: RavenRetail: $350.00
The Mad Max SweaterLinen CrochetSizes: XS-XLColors: Dusk, PetalRetail: $189.00
Ventral Assortment
Stand Tall Chino Pant100% Cotton Sizes: XS-XLColors: Raven, DuskRetail: $165.00
The Marching Pant100% WoolSizes: XS-XLColors: Raven, PetalRetail: $189.00
The Newspaper Kid Pant100% WoolSizes: XS-XLColors: Ash, BruiseRetail: $225.00
The Slacker Pant80/20 Cotton Polyester BlendSizes: XS-XLColors: Raven, AshRetail: $195.00
The New Idea Denim100% Selvedge DenimSizes: XS-XLColors: Raven (wash)Retail: $189.00
The Picnic Short100% Selvedge DenimSizes: XS-XLColors: Bruise (wash)Retail: $129.00
The Picnic Short in Corduroy100% Fine CorduroySizes: XS-XLColors: Raven (wash)Retail: $129.00
The Baseball Boy Short100% WoolSizes: XS-XLColors: Raven, AshRetail: $165.00
storefront visuals
Window visuals for Deconstruct will reflect a youthful rebellion and fashion forward style. Our customers will immediately identify with the imagery we use because we combine modern fashion and images of well-known punk pioneers (to the left, we use Iggy Pop as a primary visual element).
Deconstruct also uses controversial imagery to identify with our customers because we understand the struggles they experience in life. We use our window displays as an opportunity to create a bond, establish unity, and express our opinion - just as we encourage our customers to express theirs.
Social Media Presence
Our social media tactics will include a multi-site strategy which offers consistency in branding, interests, and the information we communicate to the public. Our Twitter, Facebook and Pinterest profiles will host a variety of information regarding sales and in-store events to create DIY punk rock clothing and trunk shows.
Unlike most fashion brands, we will also utilize these pages as a means of communicating and creating a bond directly with our customers. We’ll take this opportunity to answer questions, support other local companies, and start a healthy dialog about issues that are important to us and our customers.
Fatty Cakes Cupcake Shop Retail Store Management
Fatty Cakes offers gourmet, classic desserts to enthusiasts in the San Francisco Bay Area. We pride ourselves on offering “traditional desserts with a twist” which are reasonably priced, giving our customers their money’s worth. Our seasoned bakers and friendly staff will help our customers explore new culinary tastes and create a “third place” for our customers to enjoy.
Who We Are: Traditional with a twist, Appealing, Dessert Enthusiasts, Fairly priced, Back to basics, Humorous, Wholesome, Foodies, Creative, Tasty, Plentiful, Variety, Friendly, Quality Ingredients, Genuine, Service, Fresh
Who We Are Not: Complicated, Cookie-cutter, Boring, Stuffy, Overpriced, Health-conscious, Vegan, Gluten-free, Superficial, Tasteless, Unsatisfactory, Stale, Average
Company Description
Fatty Cakes first location will be in Noe Valley, which is an up-and-coming shopping neighborhood in San Francisco. The Noe Valley neighborhood offers a variety of restaurants, specialty shops, and boutiques.
This area experiences dense foot traffic - especially on weekends - and is home to the working class, dot.com millionaires, and is the punch line to jokes about stroller populations. Noe Valley has a plethora of retaurants, salons, furniture, and clothing stores from which to choose. Fortunately for Fatty Cakes, the Valleyans lack a wholesome specialty cupcake boutique from which to purchase their desserts.
Major competitors in San Francisco include well-known cupcakeries such as Kara’s Cupcakes, Cako, and locally-owned bakeries Noe Valley Bakery.
Meet Karen...
She is a 32 year old, married mother of one currently residing in Noe Valley. She’s a college graduate, registered voter, and avid supporter of American Cancer Society and other non-profit organizations. Every year she participates in the SF Aids Walk and Race for the Cure, San Francisco Breast Cancer Walk.
Karen’s primary language is English, but she has learned to speak small amounts of Spanish and French throughout her worldly travels. She’s a multi-tasking extraordinaire who balances marriage, children, and a career as a Publicist.
In her spare time she enjoys the outdoors, reading fashion magazines, and socializing with a close-knit group of friends. She’s a member at Noe Valley Gym, rents her movies at Video Wave and advocates for local businesses.
Our First Location
Our Customer
C....25M...0Y....10K....3
R....182G....220B....222
Pantone DS 251-7c Pantone DS 186-4uC....65M...65Y....0K....15
R....95G....90B....153
Pantone DS 149-4cC....0M...60Y....0K....5
R....229G....128B....173
Pantone DS 5-3cC....0M...15Y....75K....0
R....255G....214B....92
BUBBLEGUMABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 !@#$%^&*?
Sunshine in My Soula b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 ! @ # % ^ ?
Branding Elements
Pantone Black CC....0M...0Y....0K....100
R....0G...0B....0
Pantone PMS 465C....22M...30Y....71K....0
R....201G....171B....101
Pantone PMS 476C....46M...62Y....85K....44
R....96G....69B....40
Packaging Elements
Fatty Cakes Will...
We will have customers share their ideas and inspirations for their love of baking through our in-store Thought Box, website, and mobile app.
For Mother’s Day and Father’s Day we will have cupcake workshops for children to create special cupcakes for their parents.
In addition, we will offer support to any man looking to take the next step in his relationship. We’ll give tasty tips for menu-planning for everything from first date to proposal and beyond.
For Any Occasion...
We offer specialty desserts and cupcake arrangements for all of life’s milestones including marriage proposals, engagements, bridal showers, weddings, baby showers, baby’s 1st birthday and anniversaries.
Fatty Cakes strives to...
We strive to create an emotional connection with our customers by making them feel “at home” and “understood”. Our idea is to create a Third Place environment where people can come sit and relax with their friends and family. We want to become a household name which is trusted and relied upon for all the important occasions in their lives.
Creating an Emotional Connection
Current Trends
Customization
It’s a Buyers Market...
A high overall demand for personalized products in today’s market has lead to mass customization in all genres; thus, there is a niche market for designer desserts. As manufacturing and distribution becomes more streamline, the markets become more saturated, thus increasing any companies need for a competitive advantage.
In the pastry industry, customization is often only offered on a special-order-basis for which minimum orders are required.
At Fatty Cakes, providing “Couture Cupcakes” is our competitive advantage.They are not customized for each individual customer but towards our target market. Innovations include:
•FashionCupcakes:Basedoncurrenttrendsin prints, colors, and accessories •ChildrensCupcakes:Animals,cartoons,etc.
Current Trends
Fatty Cakes’ main platform for communications and education will be through modern technology such as the iPad, mobile apps, and e-learning modules. We offer mobile apps, as well as an online site for ordering to offer convenience for our customers. Utilizing modern POS software through Apple devices will benefit both Fatty Cakes and the customer by reducing our carbon footprint, and by appealing to our customers modern sensibilities.
New Technology
Fatty Cake’s aims to take inspiration from Cupcakeries such as Joy, American Cupcake, and MORE. We will combine modern and innovative design concepts with classic bakery aethetics to create a fun, interactive atmosphere for our customers.
Innovative Displays
We Stay Connected...
Fatty Cakes stays active on social media websites such as Facebook, Twitter, Instagram, and Flickr. We’re also connected to our customers through our mobile app and online store.
We Communicate...
•NewFlavors•Newpromotions•Currentevents•FAQ’sfromcustomers
Social Media Marketing
We Hope To...
•Encouragecustomerstocomeintothe store and shop•Inspireourcustomerstobecomeactive and interested in our company
On-boarding Materials
Promotional Calendar
February 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29
GRAND OPENINGFLAVOR OF MONTH- STRAWBERRY CUPCAKE
MONTHLY SALES GOAL: $23,608WEEKLY SALES GOAL: $5,902
TASTY TUESDAY WORKSHOPS
PRESIDENTS DAY
LINCOLN’S BIRTHDAY VALENTINE’S DAY
VALENTINE’S PROMOVALENTINE’S PROMO
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTE & CHAMPANGE BRUNCH
TASTE & CHAMPANGE BRUNCH
March 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
FLAVOR OF MONTH- MINT CHOCOLATE CHIP
ST. PATRICK’S DAY
TASTE & CHAMPANGE BRUNCH
TASTE & CHAMPANGE BRUNCH
15% OFF TO ANYONE WEARING GREEN OR PURCHASING CUPCAKE OF MONTH - TODAY ONLY
April 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
FLAVOR OF MONTH- BANANA SPLIT
EASTER
EARTH DAY
APRIL FOOL’S DAY
TASTE & CHAMPANGE BRUNCH
TASTE & CHAMPANGE BRUNCH
EASTER PROMO-EASTER BUNNY VISITS STORE
May 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 31
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
TASTY TUESDAY WORKSHOPS
FLAVOR OF MONTH- COOKIES ‘N CREAM
MOTHER’S DAY
CINCO DE MAYO
MEMORIAL DAY
TASTE & CHAMPANGE BRUNCH
TASTE & CHAMPANGE BRUNCH
SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY
SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY
Merchandise Assortment
First Year Sales Plan
STYLEDESCRIPTION RETAIL WeeklySalesGoal(Units) Weekly$Sold 6‐monthSalesGoal(Units) 6‐month$Sold
VanillaCake/VanillaFros/ng $4.00 12 $48.00 312 $1,248.00
LemonRaspberryCake/VanillaBeanBuBercream
Fros/ng $4.00 12 $48.00 312 $1,248.00
ChocolateCake/VanillaFros/ng $4.00 12 $48.00 312 $1,248.00
ChocolateCake/ChocolateFros/ng $4.00 12 $48.00 312 $1,248.00
RedVelvetCake/CreamCheeseFros/ng $4.00 12 $48.00 312 $1,248.00
Subtotal Classifica.on ‐ Fa2y Cakes $240.00 0 $6,240.00
VanillaCake/VanillaFros/ng $3.50 132 $462.00 3432 $12,012.00
LemonRaspberryCake/VanillaBeanBuBercream
Fros/ng $3.50 132 $462.00 3432 $12,012.00
ChocolateCake/VanillaFros/ng $3.50 132 $462.00 3432 $12,012.00
ChocolateCake/ChocolateFros/ng $3.50 132 $462.00 3432 $12,012.00
RedVelvetCake/CreamCheeseFros/ng $3.50 132 $462.00 3432 $12,012.00
VanillaCake/ChocolateFros/ng $3.50 132 $462.00 3432 $12,012.00
Subtotal Classifica.on ‐ Regular Cakes $2,772.00 0 $72,072.00
ChocolateCake/ChocolateFros/ng $2.00 36 $72.00 936 $1,872.00
VanillaCake/ChocolateFros/ng $2.00 36 $72.00 936 $1,872.00
LemonRaspberryCake/VanillaBeanBuBercream
Fros/ng $2.00 36 $72.00 936 $1,872.00
BananaCake/CaramelBuBercreamFros/ng $2.00 36 $72.00 936 $1,872.00
GermanChocolate/CaramelBuBercreamFros/ng $2.00 36 $72.00 936 $1,872.00
CarrotCake/CreamCheeseFros/ng $2.00 36 $72.00 936 $1,872.00
Subtotal Classifica.on ‐ Mini Cakes $432.00 0 $11,232.00
February:StrawberryCake $3.50 84 $294.00 2184 $7,644.00
March:MintChocolateChip $3.50 84 $294.00 2184 $7,644.00
April:BananaSplit $3.50 84 $294.00 2184 $7,644.00
May:Cookies'nCream $3.50 84 $294.00 2184 $7,644.00
June:RainbowCake $3.50 84 $294.00 2184 $7,644.00
July:S'mores $3.50 84 $294.00 2184 $7,644.00
Subtotal Classifica.on ‐ Flavor of the Month (Standard Size Only) $1,764.00 0 $45,864.00
WholeMilk $2.00 20 $40.00 520 $1,040.00
ReducedFatMilk $2.00 20 $40.00 520 $1,040.00
ChocolateMilk $2.00 20 $40.00 520 $1,040.00
AppleJuice $2.00 20 $40.00 520 $1,040.00
OrangeJuice $2.00 20 $40.00 520 $1,040.00
Water $2.00 20 $40.00 520 $1,040.00
Subtotal Classifica.on ‐ Beverages $240.00 0 $6,240.00
6‐MonthTotalSales $141,648.00
RentalSpace $27,000.00
OperaRonalCosts $6,000.00
Wages $60,744.68
Profits $47,903.32
Au Courant Bicycle ShopApparel MarketingBusiness OwnershipHuman Resource Management
Executive Summary
Au Courant was created to provide products and services to men and women between the ages of 15-45 living in the San Francisco Bay Area. The vision was to offer quality streetwear and fixed gear bicycles to our target market, while satisfying a lifestyle and community niche.
Our small Hayes Valley location, with a wide selection of men’s and women’s clothing, and quality bicycle parts, will position us as a “one-stop-shop” for our customers.
Mission Statement
Au Courant brings men’s and women’s streetwear apparel and fixed gear bicycles to customers in the San Francisco Bay Area. Using our extensive product knowledge in both fashion and bicycles, we will always carry the latest in quality products.
We employ knowledgeable sales staff and experienced bicycle technicians who are ready and willing to help. We encourage and educate our employees on techniques for safe riding and repairs. Providing trusted, high-quality bicycles and clothing are our top priorities.
Location
Since we are a small retail location, it is important to create minimal distance between management, and the daily operations of the store. Au Courant’s back office and retail space will share the same venue in Hayes Valley:
500 Laguna Street San Francisco, CA 94102 Estimated Square Footage: 9,999
Benefits of this location:•Locatedonthewiggle•Upandcomingshoppingarea:New boutiques, restaurants and bars•CornerspacevisiblefromLagunaSt.and Fell St.•Full-frontwindowsprovideprime merchandising space•Locatednearpublictransportation (Muni 71, 21, 5)
Disadvantages of this location:•Limitedparking•Expensiverent
Primary Target Market: The Recreational Rider
This is Jeff. He’s a 21-year old photography student in San Francisco. He works part time in a clothing store and spends his extra cash on new clothes, parties, and bike parts. He would describe himself as having a laid back personality; he’s the type of person who just wants to have a good time and capture life. He enjoys active sports like skateboarding, bike riding, and snowboarding. Anywhere you find him playing hard, he’ll have his camera handy.
Jeff is always looking for what’s new in streetwear and he frequently shops in smaller boutiques on Haight Street like TRUE and Stussy. He follows lifestyle bloggers on Tumblr.com as a means of finding out what’s current. If he sees something he likes, he’s most likely to order it online to avoid shopping crowds. He’s got a limited attention-span for shopping and thinks the ideal situation is a place he can buy everything.
Secondary Target Market: The Bike Messenger
Kyle is the image of an introvert with a wild streak. He’s a 30-year old bike messenger with a Bachelor’s Degree in Environmental Science. Kyle likes to live simply; he is vegetarian, supports the use of public transportation (or bikes!) and doesn’t need a lot of material things to be happy. He spends his free time with friends doing something relaxing; he enjoys hiking, and being outdoors. He doesn’t enjoy large crowds, so it’s rare that you’ll find him out at a bar on a Saturday night.
When shopping, he is more concerned with the quality and durability of the goods, because he’s always on his bike. It’s worth it to Kyle to spend just a little bit more to have a messenger bag that is functional and won’t rip.
Building Value
Establishing Relationships
Au Courant builds customer relationships by providing a combination of personal assistance and self-service in our retail environment. We provide a centrally located place for bicycle enthusiasts to shop for fashionable streetwear and bicycles. Our customers seek a friendly, reliable resource for their shopping needs, that has reasonable prices and takes them out of the major, overcrowded shopping areas in San Francisco.
We deliver value to our customer by being their One-Stop-Shop. Our sales staff adds convenience to their experience by always being ready to help. We keep our retail location fully-stocked and offer an option for special ordering.
Our products are customizable, built-for-speed, and always fresh on the market. We do not offer complete build bikes, and we encourage our customers to build a bike that is right for their specific needs - we’re here to help. We are the first store of our kind to enter the local market.
Merchandise Assortment
Brand: COMUNEStyle: The Kelly JeansSizes: 28-38WRetail: $59.00
Brand: MishkaStyle: The Boris Skinny JeanSizes: 28-40WRetail: $77.00
Brand: Naked & FamousStyle: Skinny Guy SelvedgeSizes: 28-38WRetail: $140.00
Brand: Billionaire Boys ClubStyle: Mascot Baseball TeeSizes: S-XXLRetail: $70.00
Brand: WeSCStyle: Allesandro JeanSizes: 28-38Retail: $100.00
Brand: 10 DeepStyle: Signature 5Sizes: 28-38WRetail: $112.00
Brand: ObeyStyle: Trademark TeeSizes: S-XXLRetail: $40.00
Brand: ObeyStyle: Blanket CardiganSizes: S-XXLRetail: $106.00
Brand: MishkaStyle: The Bully PoloSizes: S-XXLRetail: $70.00
Brand: FreshjiveStyle: The Yule CardiganSizes: S-XXLRetail: $140.00
Company Handbook
Au Courant’s Company Handbook is a tool provided to new employees that outlines the company culture and policies. It offers an opportunity for a transparent policy program within the company, and empowers all employees to know their rights and benefits.
In addition, the Company Handbook serves as a training tool for Managers, and helps implement a ‘checks and balances’ system in which employees can be held accountable for their actions as a representative of Au Courant.
This handbook was created in order to reinforce the company policies which have become ingrained into the D.N.A. of Au Courant as a premier San Francisco retailer. Through its implementation, we hope to empower our staff to help us create a positive experience for every customer and every Au Courant employee.
Store DesignFeature Presentation•WoodPalette
Bags & Shoes:•Messengerbags•Lowprofileriding shoes
Lounge Area•Leathercouch
Visual Display:•Bicycleonstand
Parts Counter:•Tires•Tubes•Tools
Back Wall:•Messengerbags•Outerwear
Apparel:•Fashiondenim•T-shirts
Weatherproof Apparel:•Outershell•glovesandhats
Mannequin Display
Where’s My Water?Advertising Sales & Ratings
Company Overview
“Where’s My Water?” is a fun, physics-based game featuring Swampy the Alligator and his quest to take a shower. Throughout the game, players help navigate Swampy through sewer systems and dig through subterranean layers of the Earth to help bring water to Swampy’s bath tub. Swampy’s adventure is available for Apple and Android mobile devices including the iPad.
Key Features:•Over140levels•Puzzle-basedgame•AvailableinFreeandPaidversions•MotiongraphicscreatedbydesignersofJellycar’sSquishyWorld
Meet the Gang...
Swampy is a lovable outcast living in the sewers with the other alligators. He loves to shower, and the other alligators don’t understand why.
Unbeknownst to him, the other alligators have been routinely tampering with his plumbing to prevent him from showering.
Cranky the alligator is the brains behind the operation to stop Swampy’s showers. He resents the humans who live above them because they throw all their trash into the
sewers and ruin the alligator’s home. He is disgusted by Swampy’s resemblance to humans through his desire to be clean.
Allie finds Swampy’s quirks endearing and over time begins to favor him over Cranky.
Swampy Allie
Cranky
Advertising Dilemma
Currently...
DIMG currently holds 5.5% of Gaming Market Share in close competition with EA and exceeded greatly by Zynga. Smaller start-up gaming companies make up a combined 48.9% of market share. We believe that Disney’s low market share is directly related to their advertising and marketing support.
2010GamingIndustryMarketShare
DIMG
Zynga
EA
SmallerCompanies
Moving Forward...
DIMG will be launching a Pay--Per-Click Campaign to maximize their online presence. This campaign will target a specific audience based on market research and keyword search volume results. DIMG will execute this campaign in order to increase market share and increase users for “Where’s My Water?”
Advertising O.S.T.
Objective: To promote “Where’s My Water?” to families and gaming enthusiasts in the U.S. and increase market share within the gaming community. Strategy: To invest $1,814,151.00 of Disney’s Annual Revenue (0.24%) towards the 2012 Advertising Budget.•TraditionalAdvertising:$1,397,972.00(77.06%)•Non-traditionalAdvertising:$416,179.00(22.94%)
Tactic: To run traditional advertising in Disney’s Family Fun Magazine and Wired Magazine. Non-traditional Advertising will be displayed on Facebook, Parenting.com, and with the implementation of the Google Ad Network.
2010 Game Industry Market Share
Thinking & FeelingEllie thinks about taking a less strenuous position at work frequently - she worries that she is not spending enough quality time with her family. She enjoys engaging with her family and enjoys the opportunity to be a kid again by playing games with her husband and children.
HearingShe hears new technology news from her family and friends - her children want the newest gadgets and games. She frequently socializes through interactive games with friends on social media sites.
SeeingShe sees her children growing up quickly and the dynamic within her household changing dramatically. This leads her to seek out new ways to connect with her family. She sees her friends and their families on Facebook and Pinterest. and She sees her youngest child navigate his way through an Apple IPad with ease.
PainsShe doesn’t know of enough multi-platform games that are All Ages. Ellie also wishes she could find problem solving games that were more engaging to her children. Console games can be expensive and she wants to spend less.
GainsEllie has a new educational All Ages game to play with her kids. She spends less money and can play the game on multiple platforms. She enjoys the game just as much as her kids do!
Empathy MapEllie, 41Human Resource Generalist Mother
Keyword Development
EAGames
DisneyGamesforKids
DisneyOnlineGames
Where’sMyWater?
Compe<<on
Product
Brand
Puzzlegame
Swampythealligator
MobileGame
MobileApplica<on
DisneyApplica<ons
Zynga
Seedlist Brainstorm Keyword Expansion
Google Display Advertisement Priority Keywords
Disney Games - Mobile!Where’s My Water?Available online or mobile!Disney.go.com/wheresmywater/
•Disney
•DisneyGame
•DisneyChannelGames
KeywordGlobal Monthly Searches
Local Monthly Searches (United States)
disney 68000000 24900000www disney 68000000 24900000disney channel 9140000 3350000www disney channel 9140000 3350000disney world 6120000 4090000world of disney 6120000 4090000world disney 6120000 4090000walt disney 4090000 2240000disney land 2740000 1000000walt disney world 2740000 1830000disney game 2240000 1220000disney junior 2240000 550000disney jr 1830000 550000disney movie 1500000 673000disney movies 1500000 673000disney princess 1500000 673000princess disney 1500000 673000the disney store 1220000 550000disney store 1220000 550000disney channel games 823000 450000games disney channel 823000 450000disney videos 823000 301000
Advertising BudgetDisney Interactive Media Group“That’s So Swampy” Advertising Campaign
6
Annual Advertising Allocation 2012
Annual Revenue*% of Revenue Annual Budget Options
$ 761,000,000.00 0.0625% $ 475,625.00 $ 761,000,000.00 0.0833% $ 634,141.30 $ 761,000,000.00 0.125% $ 951,250.00 $ 761,000,000.00 0.24% $ 1,397,972.00 $ 761,000,000.00 0.16% $ 1,217,600.00 $ 761,000,000.00 0.25% $ 1,902,500.00
Overall Advertising Allocation 0.24% $ 1,814,151.00 Traditional Advertising 77.06% $ 1,397,972.00 Non-Traditional Advertising 22.94% $ 416,179.00
Total 100.00% $ 1,814,151.00
Sources:
http://corporate.disney.go.com/investors/annual_reports/2010/financials_highlights.html
Disney Interactive Media Group“That’s So Swampy” Advertising Campaign
7
Traditional Media
January Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page Ad $ 114,080.00 $ 2,100,000.00 $ 54.32 Wired Magazine 1/2 Page Ad
1/3 Page Ad Total $ 114,080.00 $ 2,100,000.00 $ 54.32
February Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page AdWired Magazine 1/2 Page Ad $ 50,622.00 $ 800,000.00 $ 63.28
1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28
March Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page Ad $ 114,080.00 $ 2,100,000.00 $ 54.32 Wired Magazine 1/2 Page Ad
1/3 Page AdTotal $ 114,080.00 $ 2,100,000.00 $ 54.32
April Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page AdWired Magazine 1/2 Page Ad $ 50,622.00 $ 800,000.00 $ 63.28
1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28
May Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page AdWired Magazine 1/2 Page Ad $ 50,622.00 $ 800,000.00 $ 63.28
1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28
Disney Interactive Media Group“That’s So Swampy” Advertising Campaign
8
June Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page Ad $ 114,080.00 $ 2,100,000.00 $ 54.32 Wired Magazine 1/2 Page Ad
1/3 Page AdTotal $ 114,080.00 $ 2,100,000.00 $ 54.32
July Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page AdWired Magazine 1/2 Page Ad
1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 73,132.00 $ 800,000.00 $ 91.42
August Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54
1/2 Page AdWired Magazine 1/2 Page Ad
1/3 Page AdTotal $ 190,130.00 $ 2,100,000.00 $ 90.54
September Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page AdWired Magazine 1/2 Page Ad
1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 73,132.00 $ 800,000.00 $ 91.42
October Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad
1/2 Page Ad $ 114,080.00 $21,000,000.00 $ 5.43 Wired Magazine 1/2 Page Ad
1/3 Page Ad
Total $ 114,080.00 $21,000,000.00 $ 5.43
Disney Interactive Media Group“That’s So Swampy” Advertising Campaign
9
November Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54
1/2 Page AdWired Magazine 1/2 Page Ad
1/3 Page AdTotal $ 190,130.00 $ 2,100,000.00 $ 90.54
December Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54
1/2 Page AdWired Magazine 1/2 Page Ad
1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 263,262.00 $ 2,900,000.00 $ 181.95
Total Media Ad Description Media Spend Disney's Family Fun Magazine Full Page Ad $ 570,390.00
1/2 Page Ad $ 456,320.00 Wired Magazine 1/2 Page Ad $ 151,866.00
1/3 Page Ad $ 219,396.00 Total $ 1,379,972.00
Traditional Media Placements
Non-Traditional Media Placements
Disney Interactive Media Group“That’s So Swampy” Advertising Campaign
10
Non-traditional Media
MediaMax Daily Impressions CPM CPC Cost Per Day
Facebook 535,714 $ 1.26 $ 675.00 Parenting.com (728x90) 13,320 $ 25.00 $ 333.00 Parenting.com (30x250) 11,100 $ 30.00 $ 333.00 Video Campaign 87 230 $ 0.23 $ 20.00 Google Ad Network 80,000 $ 0.25 $ 20.00 Total $ 1,381.00
Formulas for Reference (Used Above)
Daily Impressions = (Cost per Day/CPM)*1000 CPM = (Daily Impressions/Cost per Day)/1000 Cost per Day = (Daily Impressions/CPM)/1000
Sample Google Display Advertisement
Assigned Keywords:
Disney Mobile Games Where’s My Water? Available online or mobile! Disney.go.com/wheresmywater/
• Disney• Disney Game• Disney Games• Disney Kids Games• Disney Childrens Games• Disney swampy
• Disney Application• Disney Mobile
Application• Disney app• Disney apps• Disney wheres my water
Disney Interactive Media Group
“That’s So Swampy” Advertising Campaign
11
Non-traditional Media Allocation
January
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90)
Parenting.com (30x250)
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 21,545.00 19,087,143
February
Media Media Spend Monthly Impressions
Facebook $ 18,900.00 15,000,000
Parenting.com (728x90)
Parenting.com (30x250)
Video Campaign
Google Ad Network $ 560.00 2,240,000
Total $ 19,460.00 17,240,000
March
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90) $ 9,990.00 412,920
Parenting.com (30x250) $ 9,990.00 344,100
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 41,525.00 19,844,163
April
Media Media Spend Monthly Impressions
Facebook $ 20,250.00 16,071,429
Parenting.com (728x90) $ 9,990.00 13,320
Parenting.com (30x250) $ 9,990.00 11,100
Video Campaign
Google Ad Network $ 600.00 2,400,000
Total $ 40,830.00 18,495,849
Disney Interactive Media Group“That’s So Swampy” Advertising Campaign
11
Non-traditional Media Allocation
Ad Buys Allocation Actual Ad BuyTotal Traditional Advertising $1,397,972.00 $ 1,397,972.00 Total Non-Traditional Advertising $ 416,179.00 $ 416,179.00 Grand Total $1,814,151.00 $ 1,814,151.00
JanuaryMedia Media Spend Monthly ImpressionsFacebook $ 20,925.00 16,607,143 Parenting.com (728x90)Parenting.com (30x250)Video CampaignGoogle Ad Network $ 620.00 2,480,000 Total $ 21,545.00 19,087,143
FebruaryMedia Media Spend Monthly ImpressionsFacebook $ 18,900.00 15,000,000 Parenting.com (728x90)Parenting.com (30x250)Video CampaignGoogle Ad Network $ 560.00 2,240,000 Total $ 19,460.00 17,240,000
MarchMedia Media Spend Monthly ImpressionsFacebook $ 20,925.00 16,607,143 Parenting.com (728x90) $ 9,990.00 412,920 Parenting.com (30x250) $ 9,990.00 344,100 Video CampaignGoogle Ad Network $ 620.00 2,480,000 Total $ 41,525.00 19,844,163
Disney Interactive Media Group
“That’s So Swampy” Advertising Campaign
14
Total
Media Media Spend
Facebook $ 246,375.00
Parenting.com (728x90) $ 81,252.00
Parenting.com (30x250) $ 81,252.00
Video Campaign
Google Ad Network $ 7,300.00
Total $ 416,179.00
Explanation of Media Purchases
Traditional Advertising:
The strategy for purchasing traditional advertising is to purchase print ads in leading
magazines for technology enthusiasts and parents who can be influenced to purchase
Disney’s Where’s My Water?.
Disney Interactive Media Group
“That’s So Swampy” Advertising Campaign
12
May
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90) $ 10,323.00 412,920
Parenting.com (30x250) $ 10,323.00 344,100
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 42,191.00 19,844,163
June
Media Media Spend Monthly Impressions
Facebook $ 20,250.00 16,071,429
Parenting.com (728x90) $ 9,990.00 399,600
Parenting.com (30x250) $ 9,990.00 333,000
Video Campaign
Google Ad Network $ 600.00 2,400,000
Total $ 40,830.00 19,204,029
July
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90) $ 10,323.00 412,920
Parenting.com (30x250) $ 10,323.00 344,100
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 42,191.00 19,844,163
August
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90) $ 10,323.00 412,920
Parenting.com (30x250) $ 10,323.00 344,100
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 42,191.00 19,844,163
Disney Interactive Media Group
“That’s So Swampy” Advertising Campaign
13
September
Media Media Spend Monthly Impressions
Facebook $ 20,250.00 16,071,429
Parenting.com (728x90)
Parenting.com (30x250)
Video Campaign
Google Ad Network $ 600.00 2,400,000
Total $ 20,850.00 18,471,429
October
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90)
Parenting.com (30x250)
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 21,545.00 19,087,143
November
Media Media Spend Monthly Impressions
Facebook $ 20,250.00 16,071,429
Parenting.com (728x90) $ 9,990.00 399,600
Parenting.com (30x250) $ 9,990.00 333,000
Video Campaign
Google Ad Network $ 600.00 2,400,000
Total $ 40,830.00 19,204,029
December
Media Media Spend Monthly Impressions
Facebook $ 20,925.00 16,607,143
Parenting.com (728x90) $ 10,323.00 412,920
Parenting.com (30x250) $ 10,323.00 344,100
Video Campaign
Google Ad Network $ 620.00 2,480,000
Total $ 42,191.00 19,844,163
Credits
Colleagues Involved:Bernice Zambrano
Rachel Smith
Editors:Mung Lar LamGeetika GuptaAmy Kweskin
Bernice ZambranoAndrea De Ocera
Andrew Hart
Printhouse:SF Print