(I'm defining "older kids" as those in the 5th to 8th grade range, who may feel they are outgrowing Crayola.)

1. Joshua A Eckert, 2012

2. 4 Proposals
for CRAYOLA 1
Host a board-game-
design competition for
young artists.

3. Objective:
Inspire 5th – 8th grade art students and teachers to visit Crayola’s website.
IN BRIEF
Strategy:
Host a board-game design competition for 5th – 8th grade art students.
Why do people care?
Teachers see an opportunity to get publicity for their students, their
schools, and their art programs.
Students enjoy a fun project with the potential to grow into a nationwide
board game (or PC game).
Key Measuring Points:
Sales; Unique visitors to Crayola website; Same-school repeat sales.

4. 1
-Advertise to children. Tell them,
“Ask your art teachers to participate.”
-Each participating art class
purchases a box of spinners and dice,
all of which bear the CRAYOLA logo.

5. 1
-CRAYOLA provides participating
teachers with sample board games
and expert suggestions on how to
run this lesson (Via web or print).
(Lesson suggestion: The game pieces
are characters and the game board is
the story of what happens to the
characters on their journey from
point A to point B.)

6. 1
Grand Prize:
A team of award-winning graphic
designers brings the top student
concept to market. A partner to
CRAYOLA could put the game into
production and/or it could become
an online game.
Potential partnerships:
Milton Bradley, Zynga, Hasbro

7. 1
Outcomes:
1) Inspire students to create.
2) Connect 5th – 8th grade students
to the most colorful brand in the
world.
3) Drive traffic to Crayola’s website
(teachers and students).
4) Build bridges between Crayola
and Milton Bradley, Zynga, or
Hasbro.

8. 4 Proposals
for CRAYOLA 2
Make variants of Crayola
products for older kids

9. Objective:
5th – 8th grade art students and teachers buy Crayola products.
Constraints:
IN BRIEF
(1) Products must be inexpensive to manufacture.
(2) Where possible, products should be manufactured using existing
factory resources and setup.
(3) Products must be safe for 5th to 8th grade students (non-toxic)
(4) Products must fit the Crayola brand.
Why do people care?
Crayola makes it easy for middle-school students to create more polished,
grown-up-looking artwork.
Key Measuring Points:
General sales; Same-school sales.

10. 2
New Model Magic Patterns:
Green marble
Orange sandstone
Purple amethyst
Pink granite
Blue azurite
Gold

11. 2
Green Marble

12. 2
More Accessories:
-Model Magic Texture Station,
-Model Magic Head Press
**Could kids make their own molds and casts?

13. 2
Do not market this for making wearable
art (jewelry, pendants).
(1) Wearable art does not appeal to
boys.
(2) Wearable art does not appeal to the
target middle school demographic.
(3) Consumers buy higher quantities of
this product to make sculptures, but
they buy small quantities to make
bracelets and pendants.

14. 4 Proposals
for CRAYOLA 3
Create illustrative,
theatrical posters to
distribute to middle
school art teachers.

15. Objective:
Inspire middle school art students to visit Crayola’s website.
Constraint:
IN BRIEF
Promotional material in the schools must not conspicuously aim to
promote Crayola. Instead, materials promote inspiration (under the
Crayola banner). Web content intends to facilitate artists' growth.
Why older students care:
When students move past the age of Crayons and Spin Art, they want to
make artwork like James Gurney and Paul Felix. They want to create
worlds, not leaf patterns. They’re less satisfied with experimentation than
they were in elementary school. They want to produce visionary art. If
Crayola can help them, they’ll pay attention.
Key Measuring Points:
Middle-school-student visitors to Crayola’s website.

16. 3

17. 3

18. 3
1) Each 5-8 art teacher receives one
poster free of charge.* These feature
exclusive work of top-tier illustrators like
James Gurney and Paul Felix.
Crayola Presents:
The Wonderful World of Color
*Students and teachers can purchase other posters
from this series at the Crayola website.

19. 3
2) A “How was it made?” video on the
Crayola website accompanies each
poster. Teachers may show this to their
classes.
Videos feature narration by the original
illustrators who explain color,
perspective, and techniques for
drawing/painting from homemade
maquettes.

20. 3
3) Students who visit the site find
interactive, fun lessons on color. They
try out different color schemes in The
Color Lab, a module on Crayola’s site.
**Teachers may ask students to visit the
color lab during class as a learning
activity, or as homework.

21. 3
Color lab modules:
1) From rainbow to color wheel
2) From pigments to paints
3) Limited palettes
4) Unlimited color

22. 3
Outcomes:
1) Inspire students to create.
2) Link magic, imagination, and
creative leadership to the most
colorful brand in the world.
3) Drive traffic to Crayola’s website
(teachers and students).
4) Build bridges between Crayola and
world-class illustrators (James
Gurney would probably LOVE to be
a part of this program)

23. 3
James Gurney (above)
Paul Felix (right)

24. 4 Proposals
for CRAYOLA 4
When customers visit the
Custom Box Creator at
Crayola’s online store,
greet them with limited
palette suggestions.

25. Objective:
Increase crayon sales among 4th - 6th grade artists.
Strategy:
IN BRIEF
Show students, parents, and teachers why they should use 3, 4, or 5 reds
instead of 1.
Why people care:
K-4 students don’t appreciate Van Gogh’s nuanced color sense. However,
they do want to see the dazzling images they aspire to make with their
chosen art supplies.
Parents and teachers shopping at the Crayola store want a starting point
from which they can choose their custom crayon sets.
Key Measuring Points:
Crayon sales via the Custom Box Creator.

26. 4
Click to see more dazzling color combinations

27. 4
Show children, parents, and
teachers why they should buy 3, 4,
or 5 reds instead of just one.
Get their attention by showing
them the artwork they want to be
able to create.

28. 4
One teaser image + its component
colors greets customers each time
they visit. Crayola’s graphic design
team should upload 6 or 8 teaser
images with their respective colors.

29. 4
Upload a video demonstrating a
skillfully rendered crayon or marker
BONUS: drawing made with 3 or 4 blues plus
3 or 4 oranges.

30. eckert brandremarkable.wordpress.com