Client / Client contact information:
Name, phone number and email address of the person or people on the client side. The 'client' being whoever pays for
or approves the work.
Project: Crouching Text Hidden Meaning
Prepared by: Nick & Mike
Approved by: D&J Waste Treatment Plant Inc
Client / Date: May 28, 2009
Agency / Date: May 28, 2009
1) Background / Overview:
What's the big picture?
The big picture is to bring our message to as many people as we can in a internet based kind humorous fashion.
What's going on in the market?
The market for our product is huge and continually growing.
Anything happening on the client side that the creative team should know about?
On the client side we want it to act as a PSA but to be humorous and as effect as a commercial.
This is where you introduce the project to the creative team. This section distills the Client Brief into a short few sentences.
For an overview, answer the question, "Who are we talking to, and what is the main thing we want to say?"
We are talking to any and all internet users about thinking before they send a message in any digital text format.
Think before you type.
2) What is the objective, the purpose of the ad?
A concise statement of the effect your solution should have on users. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do.
We want our users to be affected with laughter and happiness but when they go to send a digital message we want them to stop and think back to our message.
The Creative Brief is the basis on which your ideas will be based. It is used by the creative team to focus and control the scope of work pertaining to a project.
As you work through drafting the brief (there will be a few drafts) keep these questions in mind:
Does your brief provide the team with a new and inspiring perspective on the project?
Does it’s focus contain one clear strategic plan/message, which places a single thought in the center?
Does the form of this idea inspire you to several other surprising thoughts and ideas? In other words - does it give your team energy?
Is the Creative Brief a binding and approved work platform, that everybody responsible for the idea
(team members) knows and has a Shared Understanding of?
Does your Creative Brief offer a precise and secure basis for the evaluation of the idea later as to whether it’s on strategy?
IM 279 Creative Brief - Drafting the Creative Brief
3) Target audience: who are we talking to?
The more precise and detailed the better. Be sure to explain how the audience currently thinks or feels about the device you’re creating a how-to for. Be sure to include how they currently behave.
We are talking to a variety of people and walks of life. We want the main people that should be affected to be people that work at corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc.
4) What's the single most important thing we want to say?
What's the most persuasive or most important thing we can say to achieve the objective?
This should be a simple sentence. No more than a few sentences if absolutely necessary. (single-minded idea)
Think before you type. (in a humorous tone)
Avoid generalities because they result in ambiguous communications.
5) What are the supporting rational and emotional 'reasons to act or believe?'
List the rational and emotional reasons for the target audience to believe what we want them to believe, and do what we want them to do.
Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say to achieve the objective?'
The rational and emotional reasons to believe us are we are conveying a message using embarrassing humor that could potentially happen to our audience. This is why we believe our message will effect our audience on an emotional level that will cause them to react in a positive fashion to the message.
6) Mandatory elements, helpful information & insights:
Here's where you put all other details a lot of this information comes directly from the Client Brief. Any mandatory elements such as the client's logo, address, phone number, any specific product demand and so forth.
Project Title: Crouching Text Hidden Meaning
Project Type: PSA
Job/Purchase No.: 1.27
Brand: D&J Waste Treatment Plant Inc.
Company: Mhcc
Agency(s): D&J Waste Treatment Plant Inc.
Briefing Date: June 4
Marketing Strategy
We plan to achieve our objective(s) by: Conveying our ten word statement in a humorous fashion.
Campaign Strategy
Key Messages: Wise persons are those who think twice before typing once young grasshopper
Key Media: Internet based product
Tonal/Brand Values: Be courteous and protect yourself from possible unwanted incidents
WHO DO WE NEED TO TALK TO?
Definition of target group: Anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc
Insights into this target group: A basic knowledge of socially acceptable morals and issues. Persons which use any sort of messaging medium.
7) Schedule: What do we need from the creative team? When do we need it?
These milestones are often set by the Creative Team - We will talk about these at a later date. You DON’T need to include this in the rough drafts of the brief, but will be included when you pitch your 3 concepts.
We do not understand this question or what you want could you please expand on this. We will start working on rough ideas, reviews, creative presentation, client presentation and material delivery date. We did not understand if we needed to have it on this paper.
1) initial creative review of rough sketch ideas,
2) review revised creative,
3) final internal creative presentation,
4) client presentation,
5) material delivery date.
Thursday, May 28, 2009
Wednesday, May 20, 2009
Nick's 2000 or So Long Story
The Offensive Occurrence Of Cleveland Clasp
Our story begins one dewy dawn. Cleveland Clasp was an averagely tall man, with an average width waist. He always wore average blue jeans with average brown shoes. He always went to his average job in his averagely foreign car. On his way to work he always searched for an average station and always found 106.9 The Joe.
Upon arrival at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters he searched for a parking spot in the front but as always the good spots were always taken so he searched some more toward the back and found a spot as always in the middle of the inadequate parking lot. In the elevator on his way up to the tenth floor he always looked at the golden twenty button at the bottom of the button collection, wishing and wondering what sort of wondrous widgets and what knots are always up there. Though he was always interrupted by the dispassionate ring of the elevator bell and the doors opening to the generally gray office cubes and as he took one of many daily deep breaths he stared in towards his cube.
As his day wears on, he staples and types buy orders and sale orders for local stores that are placed in a blanketing fashion all over the U.S. and a few in Canada, he always at 2:30 leaned back in his chair poking his slightly round head out of his gray cube to catch a glimpse of the beautiful day that was always outside. Though as always his boss is right behind him. Feeling the presences of Mr. Bill Bateman Bigwig Buttons Cleveland spun around just in order to receive the routine speech about how Cleveland Clasp should keep his eyes on his paper work so one day maybe he can enjoy that beautiful sunshine that is outside. Cleveland nodded and returned to his routine work. After Mr. Buttons walked away he quickly turned his attention and his monitor to his daily blog and wrote to his followers how his average job is not worth his average pay.
Every average day it was customary of his one and only niece Claire Clasp to send him a text or an e-mail to his average phone or average apple. She always send him a funny joke or nice saying because, after all she was the daughter of Cleveland’s brother Cosmos Clasp the great architect of such inventions like L.O.L.C.D (also know as the little old lady crosswalk device) and the Amazing R.A.I.N.D. (also known as The Robotic Artificial Intelligence Nexus Dog), she herself was a young and affectionate High school student that had bake sales for the Y.B.C.C. (also known as the Young Blind Children Clinic) and no one can forget about her branch off lemonade stand that made over five thousand dollars for the D.A. F.C. (also known as the Deaf Alliance Freedom Club). Those sweet messages were the only bright part of our friend Cleveland’s day. At 5:05 our friend returned to his average foreign car and drove off to a restaurant.
His only choice in his day that he had to make was weather to eat at Fast Fickles Fatties drive through or Sitties Mcsitterson’s Sitdown and savor seconds. After his exciting choice of dull diners he return to his average two-bedroom house on Ashen Avenue. He would always walk into his house while unbuttoning his shirt to only find his R.A.I.N.D. chewing on his shoes or spilling oil on his carpet. After cleaning up the mess he took a lukewarm shower and then headed to bed. Then before he would nod off he would take his generic allergy pill and a deep breath and wait for the diurnal course to come.
But today was not just an average day…
Cleveland’s analog alarm clock rang and Cleveland arose wiping the goopy globs of eye goobers out of his blood shot eyes. Looking down at his alarm clock he realize that it was ten o’clock and by this time surly Mr. Buttons would know that he was late. So Cleveland let out a pitifully pathetic “Ah crap.” So Cleveland grabbed his clothing and swiftly slung it on.
Walking out to his average foreign car he hopped in and speedily drove to his self-proclaimed worthless work. Upon arrival at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters he search for a parking spot but, of course no spots up in the front so he moved to the middle but, in fact the only silly spot he could find was a blasted back spot were it seemed a hobo had slept the night before. In the parking spot lie a cardboard box and a half eaten sandwich but it would have to do. Our friend pulled in and heard a squish, spray and, splat. Thinking that he had killed a hobo he hurried around and realized that the sandwich had mustard packets in it, and had exploded all over the wheel well. Cleveland grabbed his brow and felt a squish and the spicy sweet smell of mustard seeping down from his forehead. “Damn it!!” Cleveland screamed as he fled to the front door of his work place.
After making a Quick and quite stop at the bathroom he ran to the elevator. While he was ascending in the metal box of which he was sure to be his chariot to crummy news, the gilded twenty buttons seemed to terribly taunt him. Though when the doors opened and he stepped out no one noticed Mr. Buttons was not making his malicious rounds, in fact he was no where to be seen. So Cleveland made his way to his desk and sat down and started on his work. With a feverish pace he worked through his lunch and around 2:30 he had finished his daily work. Leaning back in his chair he felt the presences of Mr. Buttons. “How many times do I have to tell you Cleveland if you ever want to make it to the top floor you got to keep at you papers.” Cleveland, knowing that if he showed Mr. Buttons that he had done all his work for the day, Mr. Buttons would just pile someone else’s load on to his dreadful desk. So in reasonable response Cleveland just nodded and then turned to his apple and started to type. “Mr. Button had been fooled for now” Cleveland thought to him self as his leaned back once again and nodded off.
The Voice of the E-mail man rang on Cleveland’s apple “You’ve Got Mail!”
Cleveland sat up in a groggy state and muttered “Oh I do, do I?” Cleveland opened his mail and much to his surprise it was a message from Barbara in billings. As he read the message he realized that it was hate mail to him about Mr. Buttons. At the end of what turned out to be a very graphic list of what Barbara in billings would like to do to Mr. Buttons corpse after she had ran him over with a 747 airliner. It had one damning question at the end of it. “So what do you think?”
Cleveland stopped and thought if he should reply “meh why the hell not!” Cleveland ripped and tore though the revolting reply. Feeling good about getting that distasteful distraction off his chest he laugh and said, “I can’t wait till Barbara reads that.”
Another hour goes by and something strange pours over him, a presence, and one that he had already felt once today…. Mr. Buttons. So Cleveland plastered a pathetic smile on and turned around but he did not see the blue suit of Mr. Buttons instead he saw a hard copy of the letter that he had sent to Barbara in billings. A cold sweat came over him and his hands became cold and clammy. Mr. Buttons only said one sentence “Next time you send a letter about your boss and how much you want to kill him don’t send it to everyone in the building, oh and I don’t think that you’ll be needed tomorrow.” With a smile and a wink Mr. Buttons seemed to float away on a killing cloud like the grim reaper.
Cleveland didn’t know what to do so he turned to his trusting followers on his blog, and complained to them. Within seconds of his post a new post was put up by DopyDude2120 saying, “Stop feeling sorry for yourself because we don’t care!” Well Cleveland had never felt so betrayed by his brethren. Cleveland unleashed a hell storm of graphic reason of why DoopyDude2120’s opinion did not mean anything. DopyDude2120 only said one thing back “This wont be the last from me!”
Feeling angry Cleveland lurched up and he launched himself towards the door. Just wanting to go home he fled to his mustard smelling car. As he sat in the car he received a message from his niece Claire. Thinking that maybe it would be a funny joke or a sweet saying just enough to cheer him he opened the multimedia message. Opening the message it stared off with “I love so much and I cant wait to see you next.” Cleveland not thinking of it moved to the picture that his niece sent him. Which turned out to be an explicit image of his niece. He Screamed and then proceed to delete the message and drove right home to have a video chat with his brother.
Unbeknownst to Cleveland his little niece wasn’t such a sweet heart, she had skimmed off the top 20% of all of her fund raisers, which happened to be around seven hundred dollars, which she spent on a fake I.D. so she could get into one of the top clubs in town a week before. At this club she met her 25-year-old boyfriend. Clarence Clark, who’s number, only sat one spot above poor Cleveland’s.
Upon Arriving at where his home should have been there was nothing but a smoldering pile of wet wood, a fire truck and a few fire fighters. As he parked on the side of the street and one of the fire fighters walked up to him, he noticed some words spray painted on what used to be his drive way out of the corner of his eyes. He immediately started walking towards the writing. It stated “THE DUDE WAS HERE.” Cleveland broke down and fell to his knees and screamed “DAMN YOU DUDE DAMN YOU!!!” Cleveland holding his face in his hands thought that his day couldn’t get any worse until he felt the hands of the police men on his shoulders and they turned him around and started to cuff him, as he started to ask the police what was going on, they flip open his phone and clicked open the picture of his niece he thought he had deleted. Cleveland was silent as the carted him to the squad car.
As he sat in the holding cell at the police station he cried to himself but just before he fell asleep he heard a strange sound as loud as a train. “You’ve Got Mail!” he snapped his head forward and found himself still sleeping in his chair at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters. With the goopy glop still in his eyes he leaned forward only to open the letter from Barbara in billings. He stood wide eye and right on the spot deleted the message. Then called his niece Claire and told her never to send anything over the phone that she didn’t want the police to see. Which thoroughly scared the crap out of Claire and resulted in her not sending the picture. Then Cleveland looked to his blog for a DopyDude2120 and found him. A shiver slinked up his spine. As he started to write his blog feeling angry about something that never had happened he then delete the words of hate, and all he wrote was “I hope your all having a great day.” The DopyDude2120 replied back, as Cleveland Shied away from the screen on to see under the Dudes name “I hope you have a great day too.” As Cleveland left his hopeless job Mr. Buttons met him and the door and said “I think tomorrow will see you on floor 14.”
Our story begins one dewy dawn. Cleveland Clasp was an averagely tall man, with an average width waist. He always wore average blue jeans with average brown shoes. He always went to his average job in his averagely foreign car. On his way to work he always searched for an average station and always found 106.9 The Joe.
Upon arrival at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters he searched for a parking spot in the front but as always the good spots were always taken so he searched some more toward the back and found a spot as always in the middle of the inadequate parking lot. In the elevator on his way up to the tenth floor he always looked at the golden twenty button at the bottom of the button collection, wishing and wondering what sort of wondrous widgets and what knots are always up there. Though he was always interrupted by the dispassionate ring of the elevator bell and the doors opening to the generally gray office cubes and as he took one of many daily deep breaths he stared in towards his cube.
As his day wears on, he staples and types buy orders and sale orders for local stores that are placed in a blanketing fashion all over the U.S. and a few in Canada, he always at 2:30 leaned back in his chair poking his slightly round head out of his gray cube to catch a glimpse of the beautiful day that was always outside. Though as always his boss is right behind him. Feeling the presences of Mr. Bill Bateman Bigwig Buttons Cleveland spun around just in order to receive the routine speech about how Cleveland Clasp should keep his eyes on his paper work so one day maybe he can enjoy that beautiful sunshine that is outside. Cleveland nodded and returned to his routine work. After Mr. Buttons walked away he quickly turned his attention and his monitor to his daily blog and wrote to his followers how his average job is not worth his average pay.
Every average day it was customary of his one and only niece Claire Clasp to send him a text or an e-mail to his average phone or average apple. She always send him a funny joke or nice saying because, after all she was the daughter of Cleveland’s brother Cosmos Clasp the great architect of such inventions like L.O.L.C.D (also know as the little old lady crosswalk device) and the Amazing R.A.I.N.D. (also known as The Robotic Artificial Intelligence Nexus Dog), she herself was a young and affectionate High school student that had bake sales for the Y.B.C.C. (also known as the Young Blind Children Clinic) and no one can forget about her branch off lemonade stand that made over five thousand dollars for the D.A. F.C. (also known as the Deaf Alliance Freedom Club). Those sweet messages were the only bright part of our friend Cleveland’s day. At 5:05 our friend returned to his average foreign car and drove off to a restaurant.
His only choice in his day that he had to make was weather to eat at Fast Fickles Fatties drive through or Sitties Mcsitterson’s Sitdown and savor seconds. After his exciting choice of dull diners he return to his average two-bedroom house on Ashen Avenue. He would always walk into his house while unbuttoning his shirt to only find his R.A.I.N.D. chewing on his shoes or spilling oil on his carpet. After cleaning up the mess he took a lukewarm shower and then headed to bed. Then before he would nod off he would take his generic allergy pill and a deep breath and wait for the diurnal course to come.
But today was not just an average day…
Cleveland’s analog alarm clock rang and Cleveland arose wiping the goopy globs of eye goobers out of his blood shot eyes. Looking down at his alarm clock he realize that it was ten o’clock and by this time surly Mr. Buttons would know that he was late. So Cleveland let out a pitifully pathetic “Ah crap.” So Cleveland grabbed his clothing and swiftly slung it on.
Walking out to his average foreign car he hopped in and speedily drove to his self-proclaimed worthless work. Upon arrival at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters he search for a parking spot but, of course no spots up in the front so he moved to the middle but, in fact the only silly spot he could find was a blasted back spot were it seemed a hobo had slept the night before. In the parking spot lie a cardboard box and a half eaten sandwich but it would have to do. Our friend pulled in and heard a squish, spray and, splat. Thinking that he had killed a hobo he hurried around and realized that the sandwich had mustard packets in it, and had exploded all over the wheel well. Cleveland grabbed his brow and felt a squish and the spicy sweet smell of mustard seeping down from his forehead. “Damn it!!” Cleveland screamed as he fled to the front door of his work place.
After making a Quick and quite stop at the bathroom he ran to the elevator. While he was ascending in the metal box of which he was sure to be his chariot to crummy news, the gilded twenty buttons seemed to terribly taunt him. Though when the doors opened and he stepped out no one noticed Mr. Buttons was not making his malicious rounds, in fact he was no where to be seen. So Cleveland made his way to his desk and sat down and started on his work. With a feverish pace he worked through his lunch and around 2:30 he had finished his daily work. Leaning back in his chair he felt the presences of Mr. Buttons. “How many times do I have to tell you Cleveland if you ever want to make it to the top floor you got to keep at you papers.” Cleveland, knowing that if he showed Mr. Buttons that he had done all his work for the day, Mr. Buttons would just pile someone else’s load on to his dreadful desk. So in reasonable response Cleveland just nodded and then turned to his apple and started to type. “Mr. Button had been fooled for now” Cleveland thought to him self as his leaned back once again and nodded off.
The Voice of the E-mail man rang on Cleveland’s apple “You’ve Got Mail!”
Cleveland sat up in a groggy state and muttered “Oh I do, do I?” Cleveland opened his mail and much to his surprise it was a message from Barbara in billings. As he read the message he realized that it was hate mail to him about Mr. Buttons. At the end of what turned out to be a very graphic list of what Barbara in billings would like to do to Mr. Buttons corpse after she had ran him over with a 747 airliner. It had one damning question at the end of it. “So what do you think?”
Cleveland stopped and thought if he should reply “meh why the hell not!” Cleveland ripped and tore though the revolting reply. Feeling good about getting that distasteful distraction off his chest he laugh and said, “I can’t wait till Barbara reads that.”
Another hour goes by and something strange pours over him, a presence, and one that he had already felt once today…. Mr. Buttons. So Cleveland plastered a pathetic smile on and turned around but he did not see the blue suit of Mr. Buttons instead he saw a hard copy of the letter that he had sent to Barbara in billings. A cold sweat came over him and his hands became cold and clammy. Mr. Buttons only said one sentence “Next time you send a letter about your boss and how much you want to kill him don’t send it to everyone in the building, oh and I don’t think that you’ll be needed tomorrow.” With a smile and a wink Mr. Buttons seemed to float away on a killing cloud like the grim reaper.
Cleveland didn’t know what to do so he turned to his trusting followers on his blog, and complained to them. Within seconds of his post a new post was put up by DopyDude2120 saying, “Stop feeling sorry for yourself because we don’t care!” Well Cleveland had never felt so betrayed by his brethren. Cleveland unleashed a hell storm of graphic reason of why DoopyDude2120’s opinion did not mean anything. DopyDude2120 only said one thing back “This wont be the last from me!”
Feeling angry Cleveland lurched up and he launched himself towards the door. Just wanting to go home he fled to his mustard smelling car. As he sat in the car he received a message from his niece Claire. Thinking that maybe it would be a funny joke or a sweet saying just enough to cheer him he opened the multimedia message. Opening the message it stared off with “I love so much and I cant wait to see you next.” Cleveland not thinking of it moved to the picture that his niece sent him. Which turned out to be an explicit image of his niece. He Screamed and then proceed to delete the message and drove right home to have a video chat with his brother.
Unbeknownst to Cleveland his little niece wasn’t such a sweet heart, she had skimmed off the top 20% of all of her fund raisers, which happened to be around seven hundred dollars, which she spent on a fake I.D. so she could get into one of the top clubs in town a week before. At this club she met her 25-year-old boyfriend. Clarence Clark, who’s number, only sat one spot above poor Cleveland’s.
Upon Arriving at where his home should have been there was nothing but a smoldering pile of wet wood, a fire truck and a few fire fighters. As he parked on the side of the street and one of the fire fighters walked up to him, he noticed some words spray painted on what used to be his drive way out of the corner of his eyes. He immediately started walking towards the writing. It stated “THE DUDE WAS HERE.” Cleveland broke down and fell to his knees and screamed “DAMN YOU DUDE DAMN YOU!!!” Cleveland holding his face in his hands thought that his day couldn’t get any worse until he felt the hands of the police men on his shoulders and they turned him around and started to cuff him, as he started to ask the police what was going on, they flip open his phone and clicked open the picture of his niece he thought he had deleted. Cleveland was silent as the carted him to the squad car.
As he sat in the holding cell at the police station he cried to himself but just before he fell asleep he heard a strange sound as loud as a train. “You’ve Got Mail!” he snapped his head forward and found himself still sleeping in his chair at The General Dime A Dozen-Garden Varity Garden Supply Corporate Head Quarters. With the goopy glop still in his eyes he leaned forward only to open the letter from Barbara in billings. He stood wide eye and right on the spot deleted the message. Then called his niece Claire and told her never to send anything over the phone that she didn’t want the police to see. Which thoroughly scared the crap out of Claire and resulted in her not sending the picture. Then Cleveland looked to his blog for a DopyDude2120 and found him. A shiver slinked up his spine. As he started to write his blog feeling angry about something that never had happened he then delete the words of hate, and all he wrote was “I hope your all having a great day.” The DopyDude2120 replied back, as Cleveland Shied away from the screen on to see under the Dudes name “I hope you have a great day too.” As Cleveland left his hopeless job Mr. Buttons met him and the door and said “I think tomorrow will see you on floor 14.”
Friday, May 15, 2009
Target Audience REVISED
Target Audience Profile for Marketing
We have used this form to create a target audience profile (TAP). The information gathered here will be used to make decisions regarding messaging, branding, and communication vehicle selection.
Demographics
In the following table, we entered the information we needed in order to create a profile of our current or potential business contacts.
Usage information
Decision-maker or influencer?
• Our product is for the masses predominately in the U.S., although it could be used as a global application. The masses being anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc.
New, current, or previous user?
• The users of our product will be new users, but current users of internet sharing application.
Type of user?
• Anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, photo sharers, etc.
Familiarity with product?
• No familiarity is required with our product but some familiarity with internet sharing application.
Currently a user of a competitor’s product?
• Yes
If yes, which one?
• If the competitor can be seen as neglecting to be careful when typing.
Sources of information used to make purchase decisions?
(Type in order of priority.)
• Internet
• TV
• Magazines
Demographics information
Location:
• U.S. & can be used in a global application if translated.
Gender:
• Both
Age:
• 12+
Nationality:
• NA
Education:
• Anyone who was the Ejamuhkation to use internet sharing applications.
Psychographics
In the following table, we entered information about our business and impressions regarding our company and its products.
Personal goals
• Come up with a product using the integrated media disciplines that we are a part of.
Professional goals and ambitions:
• To produce a self censorship and self awareness campaign and have it placed on the internet for the masses to see.
Impressions and satisfaction
General impression of our product:
• The general impression of our product is to help prevent or reduce intentional or unintentional internet sharing mishaps.
This includes sending information that could be misunderstood, mis-sending or mass sending misunderstood or hostile information to others. Sending or mass sending naked pictures of yourself that could be illegal or horribly embarrassing. Blog bashing misunderstood text that could be potentially harmful to others feelings, your internet relationships or physical relationships and well being.
General satisfaction with our product:
• Under Development
General impression of our company:
• The general impression of our company is to help each other out with current projects to successfully achieve our goals.
General satisfaction with our company:
• Satisfied
Perceived barriers to using our product:
• strong-headed, lackadaisical, belligerent or absentminded people.
Perceived opportunities for using our product:
• The internet and internet sharing applications.
Perceived fears associated with using our product:
• Fears that we as a company are paranoid and also using our message in an ill or harmful manner.
Perceived enjoyment or benefits associated with using our product:
• Awareness of potentially life altering choices that may be harmful to ones social, spiritual and mental health.
We have used this form to create a target audience profile (TAP). The information gathered here will be used to make decisions regarding messaging, branding, and communication vehicle selection.
Demographics
In the following table, we entered the information we needed in order to create a profile of our current or potential business contacts.
Usage information
Decision-maker or influencer?
• Our product is for the masses predominately in the U.S., although it could be used as a global application. The masses being anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc.
New, current, or previous user?
• The users of our product will be new users, but current users of internet sharing application.
Type of user?
• Anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, photo sharers, etc.
Familiarity with product?
• No familiarity is required with our product but some familiarity with internet sharing application.
Currently a user of a competitor’s product?
• Yes
If yes, which one?
• If the competitor can be seen as neglecting to be careful when typing.
Sources of information used to make purchase decisions?
(Type in order of priority.)
• Internet
• TV
• Magazines
Demographics information
Location:
• U.S. & can be used in a global application if translated.
Gender:
• Both
Age:
• 12+
Nationality:
• NA
Education:
• Anyone who was the Ejamuhkation to use internet sharing applications.
Psychographics
In the following table, we entered information about our business and impressions regarding our company and its products.
Personal goals
• Come up with a product using the integrated media disciplines that we are a part of.
Professional goals and ambitions:
• To produce a self censorship and self awareness campaign and have it placed on the internet for the masses to see.
Impressions and satisfaction
General impression of our product:
• The general impression of our product is to help prevent or reduce intentional or unintentional internet sharing mishaps.
This includes sending information that could be misunderstood, mis-sending or mass sending misunderstood or hostile information to others. Sending or mass sending naked pictures of yourself that could be illegal or horribly embarrassing. Blog bashing misunderstood text that could be potentially harmful to others feelings, your internet relationships or physical relationships and well being.
General satisfaction with our product:
• Under Development
General impression of our company:
• The general impression of our company is to help each other out with current projects to successfully achieve our goals.
General satisfaction with our company:
• Satisfied
Perceived barriers to using our product:
• strong-headed, lackadaisical, belligerent or absentminded people.
Perceived opportunities for using our product:
• The internet and internet sharing applications.
Perceived fears associated with using our product:
• Fears that we as a company are paranoid and also using our message in an ill or harmful manner.
Perceived enjoyment or benefits associated with using our product:
• Awareness of potentially life altering choices that may be harmful to ones social, spiritual and mental health.
Client Brief Revised
PROJECT MANAGEMENT
Project Title: Crouching Text Hidden Meaning
Project Type: PSA
Job/Purchase No.: 1.27
Brand: D&J Waste Treatment Plant Inc.
Company: Mhcc
Agency(s): D&J Waste Treatment Plant Inc.
Briefing Date: June 4
Client Team
Agency Team
WHERE ARE WE NOW?
Current Situation: Rebuilding from the ground up on this project. Stated Objective: To bring awareness to the consumer on how to think before typing a message out.
WHERE DO WE WANT TO BE?
To ... We want to have an internet capable product that will convey our idea of self censorship to our audience. by 2 products by End of Spring Term
HOW WILL WE KNOW WE'VE ARRIVED?
Measurement of: The strength of our product and how well the message is conveyed using Our belief and confidence in the strength of our product on June 4 (Consumers, Teachers, and us)
WHAT ARE WE DOING TO GET THERE?
Marketing Strategy
We plan to achieve our objective(s) by: Conveying our ten word statement in a humorous fashion.
Campaign Strategy
Key Messages: Wise persons are those who think twice before typing once young grasshopper
Key Media: Internet based product
Tonal/Brand Values: Be courteous and protect yourself from possible unwanted incidents
WHO DO WE NEED TO TALK TO?
Definition of target group: Anyone and everyone with messaging capabilities. Corporations that use email as a main method of communication, people who send emails on a regular basis, young teens who text or instant message, bloggers, tweeters, myspacers, facebookers, etc
Insights into this target group: A basic knowledge of socially acceptable morals and issues. Persons which use any sort of messaging medium.
PRACTICALITIES AND APPROVALS
Budgets: Trillions
Timings: June 4
Other Considerations: NA
Approvals: By us
Appendices (to be attached to brief): NA
180, 90, 10 Collab
180
I have always been told that writing a letter and not sending it is a great way to relieve stress. With the Internet explosion writing letters has not gone away but has just evolved. The internet is becoming the predominant method of communication for people and companies around the globe. The use of email, instant messaging, blogs, etc make it fast and easy to post whatever is on your mind. A lot of the time it is a lot of feelings and expression but not so much thinking. Although it seems we recklessly neglect to choose our words carefully.
We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. Because of the fact that we are hidden behind a curtain it makes it easy to forget about feelings and how you can put down others even if it isn’t your intention. Many people bash and hammer other online with out think of what the outcome might be. We want people to become aware that their words can be harmful to others and themselves. This attitude may come back to bite you in the butt.
90
The internet is becoming the predominant method of communication for people and companies around the globe. We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. People feel safe hidden behind the curtain of the internet, they intentionally or unintentionally bash each other online with out thinking of what the outcome might be. We want people to become aware that their words can be harmful to others and themselves. This attitude may come back to haunt them.
10
Wise persons are those who think twice before typing once young grasshopper
I have always been told that writing a letter and not sending it is a great way to relieve stress. With the Internet explosion writing letters has not gone away but has just evolved. The internet is becoming the predominant method of communication for people and companies around the globe. The use of email, instant messaging, blogs, etc make it fast and easy to post whatever is on your mind. A lot of the time it is a lot of feelings and expression but not so much thinking. Although it seems we recklessly neglect to choose our words carefully.
We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. Because of the fact that we are hidden behind a curtain it makes it easy to forget about feelings and how you can put down others even if it isn’t your intention. Many people bash and hammer other online with out think of what the outcome might be. We want people to become aware that their words can be harmful to others and themselves. This attitude may come back to bite you in the butt.
90
The internet is becoming the predominant method of communication for people and companies around the globe. We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. People feel safe hidden behind the curtain of the internet, they intentionally or unintentionally bash each other online with out thinking of what the outcome might be. We want people to become aware that their words can be harmful to others and themselves. This attitude may come back to haunt them.
10
Wise persons are those who think twice before typing once young grasshopper
Step Checklist
step checklist:
• 180 words - done UPDATED
• 90 words - done UPDATED
• 10 word position statement - done UPDATED
• client brief - done UPDATED
• target audience discussion - UPDATED
• Biggest obstacle conversation (posted to your blog) and challenge question exercise (posted to instructor blog ) See week 5 assignment post for details. - done
• consumer generated website roundup - done
Sunday, May 10, 2009
Mike's Revised 180, 90, 10
180
We recklessly neglect to choose our words carefully. The internet is becoming the predominant method of communication for people and companies around the globe. The use of email, instant messaging, blogs, etc make it fast and easy to post whatever is on your mind. We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. Because of the fact that we are hidden behind a curtain it makes it easy to forget about feelings and how you can put down others even if it isn’t your intention.
We want people to become aware that their words can be harmful to others and themselves. We want people to stop for just a second and carefully think before making any comments.
People tend to just say whatever comes to their mind without giving a second thought to their words. There are usually better ways to convey your message and it only takes a few seconds to change them, it might save you and others a lot of stress and grief.
90
We recklessly neglect to choose our words carefully. Communication is very important in any sort of relationship, especially for a healthy one, be it with a friend, a spouse or a company. What you say and how you communicate can make a big difference in how people respond to you. Being hidden behind a computer makes it easy to forget about feelings and you can put down others even if you don’t intend to. Wise communication is learning not only what to say, but what not to say. Just think.
10
Wise persons are those who think twice before typing once.
We recklessly neglect to choose our words carefully. The internet is becoming the predominant method of communication for people and companies around the globe. The use of email, instant messaging, blogs, etc make it fast and easy to post whatever is on your mind. We are becoming accustomed to the efficiency and speed allowed by these applications that make it easily forgettable to make simple, quick revisions. Because of the fact that we are hidden behind a curtain it makes it easy to forget about feelings and how you can put down others even if it isn’t your intention.
We want people to become aware that their words can be harmful to others and themselves. We want people to stop for just a second and carefully think before making any comments.
People tend to just say whatever comes to their mind without giving a second thought to their words. There are usually better ways to convey your message and it only takes a few seconds to change them, it might save you and others a lot of stress and grief.
90
We recklessly neglect to choose our words carefully. Communication is very important in any sort of relationship, especially for a healthy one, be it with a friend, a spouse or a company. What you say and how you communicate can make a big difference in how people respond to you. Being hidden behind a computer makes it easy to forget about feelings and you can put down others even if you don’t intend to. Wise communication is learning not only what to say, but what not to say. Just think.
10
Wise persons are those who think twice before typing once.
Friday, May 8, 2009
Nick's New 180,90, 10
180
I have always been told that writing a letter and not sending it is a great way to relieve stress. With the Internet explosion writing letters has not gone away but has just evolved. It seems that with the use of e-mail, forums, blogs, text, and instant message people have begun to write and write and write but they see it as a free area to blurt out what ever they feel and think. Though a lot of the time it is a lot of feeling and expressing but not so much thinking. Many people bash and hammer other online with out think of what the outcome might be. We want to make people think before they send something that in the long run maybe shouldn’t have been sent. We have seen many forums on harassment and bashing others. This attitude may come back to bite you in the butt. Weather it be in the shape of how someone thinks of you or how a company think of you, you may go from a basher to the one being bashed.
90
I have always been told a great way of relieve stress is to write a letter and never send it. Well with the speed and the mass number of e-mails, forums, text, blogs, and instant messages have given people the idea that they can say and express what ever the want with out consequences. That they have no face or print out there on the Internet, but the truth is those messages have an impact and can have consequence.
10
Be kind, think before you type, because you can’t rewind.
I have always been told that writing a letter and not sending it is a great way to relieve stress. With the Internet explosion writing letters has not gone away but has just evolved. It seems that with the use of e-mail, forums, blogs, text, and instant message people have begun to write and write and write but they see it as a free area to blurt out what ever they feel and think. Though a lot of the time it is a lot of feeling and expressing but not so much thinking. Many people bash and hammer other online with out think of what the outcome might be. We want to make people think before they send something that in the long run maybe shouldn’t have been sent. We have seen many forums on harassment and bashing others. This attitude may come back to bite you in the butt. Weather it be in the shape of how someone thinks of you or how a company think of you, you may go from a basher to the one being bashed.
90
I have always been told a great way of relieve stress is to write a letter and never send it. Well with the speed and the mass number of e-mails, forums, text, blogs, and instant messages have given people the idea that they can say and express what ever the want with out consequences. That they have no face or print out there on the Internet, but the truth is those messages have an impact and can have consequence.
10
Be kind, think before you type, because you can’t rewind.
Reforming and creation of insprational queastion>
Describe the problem in one sentence.
Reform this problem until it inspires you.
Take your inspirational problem and re-phrase it in the form of a challenging/inspiring question.
Reform this problem until it inspires you.
Take your inspirational problem and re-phrase it in the form of a challenging/inspiring question.
Week 5 Step 2.1
Do you find your creative assignment challenging?
Do you have access to information that would give your team the best understanding of your problem?
Do you want to work on the solution to this problem?
Are you honestly inspired by the relevant aspects of the solution?
Are you eager to solve this problem in a completely new and surprising manner?
Do you have access to information that would give your team the best understanding of your problem?
Do you want to work on the solution to this problem?
Are you honestly inspired by the relevant aspects of the solution?
Are you eager to solve this problem in a completely new and surprising manner?
Week Five Step 2. Whats Our Problem?
ok so now we're on step 2 of week five. so lets start at the top and then work down the steps.
So what is our biggest obstacle when trying to convey our message?
What is the actual problem?
From which point of view can we define it better from?
Think like who we're trying to preach to.
So what is our biggest obstacle when trying to convey our message?
What is the actual problem?
From which point of view can we define it better from?
Think like who we're trying to preach to.
Our Choices Of WWeb 2.0 Sites
Ok so i was think about site like DesignFloat, Deivantart, illypad, or possibly something like Carbonmade.
Wednesday, May 6, 2009
Sorry Jack
Sorry jack i'll have him change his name . i didn't realize that it was mikes name of the poster i thought it was just a name of the every first post that we did on the very first day. I'm also sry about sending that e-mail it was my understanding that all of us would be getting feed back each week and that was why there is 4 of you teaching. Sorry for the misunderstanding. Though i thought i would have got something by the five week. the reason why we don't have conversation posted on the blog is we think that the blog is a highly inefficient way to have fast and meaningful conversations. We meet every friday. I will start to post those conversation. that is why i sent the e-mail to all the teachers. i just wanted some interaction between us. thanks for the reply to the e-mail and im sorry for the miss understand between us. From student to teacher i hope you can except this apology. i hope to hear from you soon.
Friday, May 1, 2009
Target Audience
Target Audience Profile for Marketing
We have used this form to create a target audience profile (TAP). The information gathered here will be used to make decisions regarding messaging, branding, and communication vehicle selection.
Demographics
In the following table, we entered the information we needed in order to create a profile of our current or potential business contacts.
Usage information
Decision-maker or influencer?
• our product will be used for mainly for the masses to protect them from the higher ups. to keep the powers of the world from hindering the free speech of the internet and all application used on the internet. though it may be used by decision-makers and influences as a tool to influence others.
New, current, or previous user?
• The users of our product will be new user.
Type of user?
• The users will be periodical users.
Familiarity with product?
• no familiarity is required with our product.
Currently a user of a competitor’s product?
• Yes, if the competitor are countries or corporations that censor the internet.
If yes, which one?
• Countries such as China who heavily censor their internet to minor threats such as the US who only have some censorship.
Sources of information used to make purchase decisions?
(Type in order of priority.)
• Internet
• TV
• Magazines
Demographics information
Location:
• Worldwide
Gender:
• Both
Age:
• 15+
Nationality:
• NA
Education:
• Education of what can be found on the internet
Psychographics
In the following table, we entered information about our business and impressions regarding our company and its products.
Personal goals
• Come up with a product using the integrated media disciplines that we are a part of.
Professional goals and ambitions:
• To produce a self censorship campaign and have it placed on the internet for the masses to see.
Impressions and satisfaction
General impression of our product:
• The general impression of our product is to help prevent government censorship, corporate downfall and personal fallout. To promote but not to sell or make money.
General satisfaction with our product:
• Under Development
General impression of our company:
• The general impression of our company is to help each other out with current projects to successfully achieve our goals.
General satisfaction with our company:
• Satisfied
Perceived barriers to using our product:
• Governments, strong-headed people, lackadaisical people
Perceived opportunities for using our product:
• The internet and gatherings of any sort that have to do with free speech.
Perceived fears associated with using our product:
• Fears that we as a company are paranoid and also using our message in an ill or harmful manner.
Perceived enjoyment or benefits associated with using our product:
• Awareness of potentially life altering choices that may be harmful to ones social, spiritual and mental health.
We have used this form to create a target audience profile (TAP). The information gathered here will be used to make decisions regarding messaging, branding, and communication vehicle selection.
Demographics
In the following table, we entered the information we needed in order to create a profile of our current or potential business contacts.
Usage information
Decision-maker or influencer?
• our product will be used for mainly for the masses to protect them from the higher ups. to keep the powers of the world from hindering the free speech of the internet and all application used on the internet. though it may be used by decision-makers and influences as a tool to influence others.
New, current, or previous user?
• The users of our product will be new user.
Type of user?
• The users will be periodical users.
Familiarity with product?
• no familiarity is required with our product.
Currently a user of a competitor’s product?
• Yes, if the competitor are countries or corporations that censor the internet.
If yes, which one?
• Countries such as China who heavily censor their internet to minor threats such as the US who only have some censorship.
Sources of information used to make purchase decisions?
(Type in order of priority.)
• Internet
• TV
• Magazines
Demographics information
Location:
• Worldwide
Gender:
• Both
Age:
• 15+
Nationality:
• NA
Education:
• Education of what can be found on the internet
Psychographics
In the following table, we entered information about our business and impressions regarding our company and its products.
Personal goals
• Come up with a product using the integrated media disciplines that we are a part of.
Professional goals and ambitions:
• To produce a self censorship campaign and have it placed on the internet for the masses to see.
Impressions and satisfaction
General impression of our product:
• The general impression of our product is to help prevent government censorship, corporate downfall and personal fallout. To promote but not to sell or make money.
General satisfaction with our product:
• Under Development
General impression of our company:
• The general impression of our company is to help each other out with current projects to successfully achieve our goals.
General satisfaction with our company:
• Satisfied
Perceived barriers to using our product:
• Governments, strong-headed people, lackadaisical people
Perceived opportunities for using our product:
• The internet and gatherings of any sort that have to do with free speech.
Perceived fears associated with using our product:
• Fears that we as a company are paranoid and also using our message in an ill or harmful manner.
Perceived enjoyment or benefits associated with using our product:
• Awareness of potentially life altering choices that may be harmful to ones social, spiritual and mental health.
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