2. Project Overview
Depending on different markets’ needs, we create websites
to differentiate each characters. In this project, we analyze three
marketing scenarios: independent entrepreneur, small boutique,
and international corporation. we will identify and design a home
page and “About us” page for each business that reflect each busi-
ness’s market level, customer demographics and visual aesthetic.
3. Single entrepreneur
Parker Ryerson is a real estate agent for Anderson &
Schluss Real Estate, Inc. in Washington, D.C. Here are
some facts about Mr. Ryerson:
He is one of 130 agents covering a three-state region
near Washington, D.C.
He works with buyers and sellers of homes that are
worth between $1.5 and $20 million.
He often travels internationally, meeting clients across
the globe who wish to purchase real estate in the U.S.
His past customers were primarily European, and they
leveraged the strength of the Euro.
His current customers are mainly from Asia and The
Middle East.
He speaks four languages: French, English, German,
and Dutch.
His motto is “I’m not selling a house. I’m selling a life-
style.”
4. Marketing Brief
Overview: The business marketing goal is to illustrate Parker Ryerson as a young entrepreneur in either a personal journal or
successful business life on his site. The goal is to encourage or to inspire more and more young generations to focus on their
talent for their future career and unique life journey. The best marketing platform for this particular business is a blog. Being a
businessman, Ryerson also should keep his business identity to a social world. It can help him in his future career. Even though
this is a personal blog for all audiences, it still should consider an optical method for long-term interest.
Primary Audience: This site targets those of the young generation who are 20-35 years old. When we want to know a person,
we always go into his/her Facebook or LinkedIn page to get a first impression. However, Facebook is primarily for entertain-
ment, and LinkedIn is for job applications. There is something missing between those marketing platforms for audiences. First,
young people are always finding some creative people online through their site in order to know their business idea and to learn
from them. They need some inspiration or emotional resonance with them. Most of them like to browse encouraging stories that
just happen close to their lives.
Tone and Imagery: In general, the voice of the marketing message is clean, formal yet creative, and masculine. The aim with
this Web Site is to build the relationship between Parker Ryerson and the audience. As the audience gets to know Parket Ryer-
son, they will be affected with how to feel or act. Based on Parker Ryerson’s position in his career, the marketing message must
use a clean and formal style for his site. However, there is a little controversial problem is also for young generation, it merely
has serious part, that would be dull. Therefore, his site will use a creative way, such as the color of black, grey, and white, to
represent formal information.
Message: The business story is his life journey from when he began his career to the present. However, it will primarily focus
on the present, such as his business idea, professional opinions of his career, or adding pictures of personal travel or social
events.
Process: Technical expertise will focus on the layout and tone through his site. Because a visual effect can always catch audi-
ences’ attention to let them continue reading, it will be a challenge to design a simple yet appealing site. The tone and imagery
is easy, but the layout must be unique and impressive.
6. Marketing Brief
Overview: The business’s marketing goal is to create a promotion for this Spa shop for men. The
purpose is to increase the awareness of this small company. The best marketing platform for this
particular shop is a Mobile App because it is the most popular social tool to spread information.
Think about what things people are using the most? Their phone. Social media also is the most
efficient way to promote her Spa shop.
Primary Audience: The business audience are men who are 27-50 years old and women who are
27-45 years old. People at these ages already have a stable job and a positive salary. Therefore,
they have a certain consumption for extra beauty care. Also, most of them are in a relationship.
In this age, most men usually do not go shopping alone, but with their girlfriend or wife. Then,
the women like to encourage men to try new products. Another hypothesis is that women go Spa
shop often, and their boyfriend or husband are waiting; while they are waiting, men would try the
spa’s products.
Tone and imagery: The voice of the marketing message sounds like taking care of people, being
comfortable and free. Depending on whether the shop concentrates on men, the style will be mas-
culine and offer an exclusive experience.
Message: The business story is about the precious heritage of this Modern Man, creating an ex-
clusive, luxurious experience to people.
Process: Technical expertise is needed to execute an app including Modern Man’s history and
product category in a small capsule. The function of this App is a significant part because cus-
tomers want to search useful information in an App. In addition, this App can really help them to
know about the product of the shop. This is the first thing I will consider.
7. KOVI
The business’s marketing goal is to recover
the customer’s confidence for this brand
and strengthen the brand image. The purpose
is to draw back the customer and increase new
customer primarily. The first thing to do is adver-
tise this international company. We are not going
to change the identity, but we will enhance their
reputation all over the world.
8. Marketing Brief
Overview: The business’s marketing goal is to recover the customer’s confidence for this brand and strengthen the
brand image. The purpose is to draw back the customer and increase new customer primarily. The first thing to do is
advertise this international company. We are not going to change the identity, but we will enhance their reputation all
over the world. Therefore, the most effective platform is a Mobile App that connects with social media such as Insta-
gram or Snapchat.
Primary Audience: The target customer for this Mobile App are women between 27-40 years old. In this age, most
women are busy; they do not have time to spend in a physical store, so they do their shopping online. Based on the
scenario, Kovi already has their Web retail site, so a Mobile App will help Web retail to strengthen their brand image
and sales.
Tone and Imagery: The voice of the marketing message should be trendy, fashionable yet luxurious. The style is relat-
ed to what kind of style Kovi is selling. Depending on the popular design and pantone in the current season, then we
will follow the pantone trend and design the Mobile App.
Message: The business story is about the global experience. The App will show the product reviews and pictures of
consumers who are from different countries. It can engage the potential customers about the experience of the prod-
ucts.
Process: Technical expertise is needed to execute an overall feeling of the App. The App must create an exclusive feel-
ing and global experience for customers, helping them to feel this product is worth having. We will focus on the design
as well as the function part of the App, such as the searching tool, the payment tool, and service window. This App
helps customers have a more convenient and fast shopping experience online.
14. MODERN MAN
OPENING TIME
SUNDAY CLOSED
MONDAY - SATURDAY
8:00AM.-9:00PM.
WELCOME TO MODERN MAN
A place where you can get an expert
haircut and luxurious shave in a
sleek, contemporary location
HOME CONTACTPRICE NEWSABOUTSERVICE
15. vv
Modern Man, a day spa for men which has a brand heri-
tage in Charleston, South Carolina. At present, Loraine
Ocegueda is the owner and head hair stylist. She founded
Modern Man as a place where men could get an expert hair-
cut and luxurious shave in a sleek, contemporary location.
Modern Man promises customers exclusive experiences and
high-end quality service, including haircuts, traditional and
royal straight razor, shaving, beard and moustache trim-
ming, sports manicures, gentleman’s pedicures, facial hair
grooming and massage.
LORAINE OCEGUEDA
OWNER AND HAIR STYLIST
Telephone: +1 800 123 4567
E-Mail: modernman@mail.com
MODERN MAN HOME CONTACTPRICE NEWSABOUTSERVICE
JAY COCHRAN
MASTER STYLIST
Telephone: +1 800 123 4567
E-Mail: modernman@mail.com
EDWARD BLOOM
MASTER STYLIST
Telephone: +1 800 123 4567
E-Mail: modernman@mail.com
OUR TEAM
LOCATION
Downtown Charleston
E-Mail:
modernman@mail.com
Telephone
+1 800 123 4567
SOCIAL
CONTACT US
