Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
MDes:       What is my masters project?


 by Tessa Jonson
Brief:     What is the project?


  A brand identified flexitarian movement will be created to
  bring a diet consisting o...
Example:     When has this worked?


      (RED) works with the world’s most iconic brands to make
      unique (RED) prod...
1.Build the Brand:
  Define a logo, colour scheme, and type treatment
  Design a website
  Develop a language and a market...
Competition:                  Why will people choose this over other options?


  People are not prepared to commit to a v...
Problem:            How will this campaign become successful?


  The brand image must be very distinctive, rigorously
  t...
Example:        When has this worked?


     President Obama’s election campaign was arguably the most
     successful pre...
2.Establish Online Presence:
  Make website active and implement marketing strategy
  Create and maintain accounts on netw...
Target Market:                       What audience will respond most to this campaign?


  By aiming this campaign at an a...
Target Market:                      Who is she?


  Eccentric Ella:
  -14 to 17 year old female living with mom and younge...
Objectives:               What are the goals of this campaign?


  Develop a successful brand image and campaign, in
  hop...
3.Encourage the Community
  Allow for user-generated content on website
  Encourage flexitarian connections
  Interact fre...
4.Continue the Growth
  Maintain site and accounts constantly
  Recruit more supporters
  Add more products to line
  Sust...
Thank you:   Questions?
Upcoming SlideShare
Loading in …5
×

Brief Presentation

330 views

Published on

Published in: Design
  • Be the first to comment

  • Be the first to like this

Brief Presentation

  1. 1. MDes: What is my masters project? by Tessa Jonson
  2. 2. Brief: What is the project? A brand identified flexitarian movement will be created to bring a diet consisting of less meat into the mainstream. The brand image is the fundamental core of the entire project and campaign and will set the direction for the rest of the endeavor.
  3. 3. Example: When has this worked? (RED) works with the world’s most iconic brands to make unique (RED) products, donating up to 50% of their profits to the Global Fund to invest in HIV and AIDS programs in Africa. Their brand is simple, elegant, and instantly recognizable.
  4. 4. 1.Build the Brand: Define a logo, colour scheme, and type treatment Design a website Develop a language and a marketing strategy
  5. 5. Competition: Why will people choose this over other options? People are not prepared to commit to a vegetarian or vegan diet of no meat at all. Previous and current campaigns pushing for a diet consisting of less meat consumption are not developed or widespread enough for mainstream adoption. Meat Free Mondays only calls for engagement one day per week.
  6. 6. Problem: How will this campaign become successful? The brand image must be very distinctive, rigorously thought out, and meticulously executed. The marketing strategy must be all encompassing, with a large part concentrating on building a strong online presence, to introduce many people to the brand. It must also be unique to keep them excited and interested.
  7. 7. Example: When has this worked? President Obama’s election campaign was arguably the most successful presidential campaign in history, utilizing every online resource possible and maintaining a consistent image.
  8. 8. 2.Establish Online Presence: Make website active and implement marketing strategy Create and maintain accounts on networking sites Investigate collaborations with related brands
  9. 9. Target Market: What audience will respond most to this campaign? By aiming this campaign at an audience that responds to trends, it will catch on and spread faster to an even larger group. This audience will initially consist of teenaged females, and then be expanded to the larger university and family markets.
  10. 10. Target Market: Who is she? Eccentric Ella: -14 to 17 year old female living with mom and younger brother -upper-middle class American upbringing -has a few close friends and attends local high school -works regularly at local coffee house She is eccentric, independent, and temperamental.
  11. 11. Objectives: What are the goals of this campaign? Develop a successful brand image and campaign, in hopes of converting as many people as possible to a flexitarian diet Build strong brand support by informing and by creating an online flexitarian community Generate a profit by selling branded products
  12. 12. 3.Encourage the Community Allow for user-generated content on website Encourage flexitarian connections Interact frequently with supporters Develop and create product line
  13. 13. 4.Continue the Growth Maintain site and accounts constantly Recruit more supporters Add more products to line Sustain marketing strategy
  14. 14. Thank you: Questions?

×