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Traceability Matters Kim Gould Rebecca Schapiro Laura Hungerford Amanda Gharghour
Networking for S356  leads to a client!
 
TENSION POINT
“ Ideating”
Change the conversation? Why does traceability matter to you? Word map
Backup video play method – YouTube Link:  http://www.youtube.com/watch?v=D78pag2F_0U
Conversation platforms
Day 0 Word map
Celebrities Influencers
Conversation Starter
RESULTS
Mention map
From this…
… to this!
… like Amanda G’s mom, or even younger parents! (Yes, Amanda G’s mom is now attending her parties!) Amanda Haas:  Foodie, blogger, and Chef Extraordinaire Parents educate their children Children become parents who then influence their  own children Parents influence other parents and peers Amanda wants her blog to influence parents on how to best feed their families… Farmer and his family Amanda “G” (the “child”) “ I love the idea of supporting a local farmer that is doing this for a living.  I love establishing a connection.” “ There are a couple of thousand people following my blog and I want to grow that number.”
Amanda Haas as well as other foodie bloggers  join the conversation
The conversation evolution…
 
 
 
 
 
 
Thank you!

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Team Co Next - PoSt Final Presentation

Editor's Notes

  1. Land first client Harvest Mark!
  2. Tension between what we want to test and approvals from HarvestMark
  3. Developing insights/characters/targets/POV/micro/macro goals
  4. Move away from HarvestMark to creating a conversation with consumers – what does traceability mean to you and what do you want to know?
  5. Utilizing influentails, bloggers, twitter and Facebook we set out to start the conversation with consumers
  6. Create a map to measure and track our conversation with consumers on traceability
  7. Quickly gain traction and leverage celebrity and influencers who participated in the conversation at its onset
  8. The conversation begins