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Verity Elizabeth SlaterFashion Promotion & Imaging (Marketing)

1007437Visual Marketing ReportDavid Lynch Foundation

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Contents1. Front2. Contents3. Executive Summary4. Introduction5. A bit about David Lynch Foundation6. What is Transcendental Meditation7. David Lynch8. Who they are already helping9. Customer Profile10. Place11. Price12. Promotion13. Product14. Benefits15. Competition16. Concept17. Promotion18. Promotion19. Place20. Price21. Product22. New target audience23. Conclusion

24. Why it will work25. What will follow26. Bibliography

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Executive SummaryThe David Lynch Foundation is a well established organisation however they only strong awareness across the U.S.A. I propose to change this and bring DLF over to the U.K officially. I am looking to promote this through another ‘Change begins within concert’, as well as looking at internal options throughout our own university (UCA Epsom) such as lectures from celebrities and professionals involved in the TM technique and DLF to really boost awareness of the organisation and technique.

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IntroductionThe David Lynch foundation is a well established organisation and is well known in the USA, however it is not that well known over here in the U.K and I wanted to find out why? I wanted to look behind the celebrity front of the organisation find out how it really works and how it is helping people across the world and if it would be beneficial to promote it more here in the U.K.

The report will highlight the strengths of the organisation as well as the technique itself. Also looking at why David Lynch is such a key aspect behind the Transcendental Meditation technique.

“Change Begins Within” – David Lynch

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A bit about the David Lynch Foundation

Mission StatementTransforming Lives from within…

The future peace, prosperity and happiness of our world family depends upon the availability of the best quality education for all. The UK branch of the David Lynch Foundation for Consciousness-based Education and World Peace (DLF-UK) is dedicated to helping people of all ages and from all walks of life in the UK and worldwide overcome stress, suffering and hardship, and unfold the full potential of life. The Foundation utilises stress reducing programmes that are proven to promote creativity, happiness, success and peace, transforming lives from within and creating a more harmonious and peaceful world.

The David Lynch Foundation For Consciousness-Based Education and World Peace (DLF) is a global charitable foundation based in Fairfield, Iowa.

The foundation primarily funds scholarship programs for schools whose students and faculty volunteer for instruction in the Transcendental Meditation technique.The Foundation was established in 2005 and its main purpose is to help those in high risk populations suffering from chronic stress and stress related disorders.David Lynch is the founder and chairman on the board of trustees.Their work stretches across schools, universities, homeless shelters, American, Indians and Prisons.

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What is Transcendental Meditation?

A simple technique which is practiced for 20 minutes twice a day, which allows stress and tiredness to be released in a natural way. It is said to give a unique quality of rest to the mind and body.It can fit into an everyday working day, it can be practiced on the train, in the comfort of your own home or in your lunch break.The technique does not conflict with any religion or beliefsIt does not take years to master only a couple of hours on four consecutive days and a recommended follow up programme to ensure that full benefit is being achieved.

“We are all good people inside, we just make bad choices sometimes” Sisi Fuapau Inmate at Oregon State Correctional Institution – David Lynch Foundation video.

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David Lynch

• David Lynch (1946 - ) is a well known American film maker, director and artist, who is known for his surrealist films and unique cinematic style. The elements of his films have earned a reputation to disturb, offend and mystify the audience.

• “I have been “diving within” through the Transcendental Meditation technique for over 30 years. It has changed my life, my world. I am not alone. Millions of other people of all ages, religions, and walks of life practice the technique and enjoy incredible benefits.” David’s message – David Lynch Foundation.

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Who they are already helping(Customer Profile)

StudentsTen million students takeantidepressant medication.Age ranging from as early as 5 right up to the end of their 3rd year degreeStressedFear from bullying

MilitaryOver 500,000 U.S. troops deployed to Afghanistan and Iraq since 2001 suffer from PTSD.Age 18 – 40Shock of coming back into society

The Homeless in AmericaEach night more than 700,000 people are homeless. Of these, nearly 40 percent are families.All agesScaredAloneFeeling like there is no hope

PrisonersRight now there are over two million Americans serving time behind bars.Sixty-seven percent of people released from prison are re-arrested within three years of their release.18 – onwardsAngryAloneSeparated from loved ones

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Customer Profile• Male & Female• Students• 18-25• Smokers/non-smokers• Drinkers• Part time jobs• Student finance/bank of mum and dad• Parties• Travel• Independence• Living away from home• Influenced by film and music• Interns• Stressful time

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4 Ps(Place)

TM is a personal technique and a lot of time it is practiced alone by the individual in a place that suits them. For some though, it is practiced in a group or in a place that they have been introduced to TM in.For students the TM technique is practiced within the school environment, so classrooms, school hall or even outside, together as class.For inmates it is practiced in their cells on their own, or in group session set up by the prison itself.Military, introduced in the army and practiced alone at home, after leaving the service.Homeless people, local centre and by themselves.

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4Ps(Price)

The current price to learn TM in UK ranges between £190 – £290 per student depending on the number of students taking the course of instruction. For instance, if there were a group of about 10 students taking the course the price would be £190 per student. To make it easier the course fee can be paid in instalments.

The course of instruction comprises four sessions of about 90 minutes on each of four consecutive days – followed by a comprehensive six-month follow-up programme.

Course FeesThe course fee includes instruction and thorough follow up, for six months, with as much personal attention as required. • £590: individual income over £40,000 pa• £490: individual income over £25,000 pa• £390: individual income under £25,000 pa

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4Ps(Promotion)

2009 "Change Begins Within" benefit concert, held at Radio City Music Hall, was hosted by David Lynch and Laura Dern. It featured performances by Paul McCartney, Ringo Starr, Donovan, Moby, Eddie Vedder, Ben Harper, Paul Horn, Jim James, Bettye LaVette, Sheryl Crow, and Angelo Badalamenti. It generated gross receipts of about $3 million.Second Annual Change Begins Within Benefit Event, titled "Operation Warrior Wellness", was held at The Metropolitan Museum of Art in New York on 13 December 2010. Participants included actor and director Clint Eastwood, designer Donna Karan and comedian Russell Brand as well as David Lynch.

David has also written a book “catching the big fish” which looks into his personal journey into the TM technique and why he feels passionately about it.

"Ideas are like fish. If you want to catch little fish, you can stay in the shallow water, but if you want to catch the big fish, you've got to go deeper."

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4 Ps(Product)

• Taken from the T.M.org website this outlines exactly how the course operates, the timetable and when course tuition is required:

• Step 1: FREE Introductory Talk A vision of possibilities through the Transcendental Meditation program—enhancing mental potential, health and social relationships, and promoting world peace. (1 hour)

• Step 2: FREE Preparatory Talk The mechanics of the TM technique—how it works, why it is easy to learn and effortless to practice, how it is different from other forms of meditation, and the origins of the technique. (45 minutes)

• Step 3: FREE Personal Interview A private meeting with a certified TM teacher. (10–15 minutes) Note: Steps 4 through 7 take place over four consecutive days.

• Step 4: Personal Instruction in the TM technique with a qualified TM teacher. (1–2 hours) Note: TM Course Tuition is required at this step.

• Step 5: First Day of Checking Verifying correctness of the practice and further instruction. (1–2 hours)• Step 6: Second Day of Checking Understanding the mechanics of the TM technique. (1–2 hours)• Step 7: Third Day of Checking Understanding higher stages of human development. (1–2 hours)• Phase Two: The 16-week Follow-Up Program• Once you have completed the initial seven steps of instruction, you have the intellectual and experiential knowledge of how to

properly practice the Transcendental Meditation technique. Next comes a series of important personal meetings with your TM teacher. These 30 to 45 minute sessions serve to stabilize the correctness of your meditation practice and thereby ensure that you are gaining its full benefits. These sessions will be scheduled at your convenience throughout the first few months of your TM practice.

• Phase Three: Free Lifetime Program• As a course graduate, you are eligible for this lifetime program at any Transcendental Meditation centre. This includes personal

checking of your meditation practice, advanced lectures, special events, group meditations, and celebrations. Should you ever need to refresh your practice or desire further instruction, it is available to you at no cost at any TM Centre in the United States.

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4Ps(Product & Benefits)

• Reduced stress• Deep relaxation• Inner peace• Improved health• Greater creativity• Increased efficiency• Better relationships• Improved sleep• Clearer thinking• Improved concentration• Greater confidence• Energy and clarity• Reduced biological ageing

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Competition

There are all kinds of websites and places to start learning the TM, but unlike the DLF there is not a lot of background information on these sites. It is hard to pin point competition for this kind of organisation as there are so many ways out there claiming to relieve stress, whether they are religious, herbal remedies or another form of meditation.

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ConceptI would like to see this technique advertised more in the U.K, at this present time the DLF is registering as a charity here in the UK but it can take months to reach full registration. During this time though, I believe it would be important to get people more aware of the organisation and tell people how they can get involved and really benefit from it. I would particularly like to focus on students in their 3rd year as I feel this are the people that suffer most from stress and do not particular feel they want or can talk to anyone about what they are going through.

1.) Promoting the DLF2.) Putting on another concert3.) Setting up a space to teach and practice TM

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Concept PromotionBringing David Lynch into universities and other celebrities such as Russell Brand that are involved in the foundation to help push the foundation and give lectures into their experiences and how TM has helped them and how it could help the students.I would also want to get professionals from the fashion, marketing and film industry who are practicing the TM technique to discuss their story and how it has helped them and their creativity.Putting on another “Change Begins Within” concert, this time in the U.K and in London, venues such as Royal Albert Hall.Putting up posters and handling out leaflets about events happening to do with DLF around the campus.Emails will also be sent out, as well as a post on MyUCA workspace for students as well as staff.I would also like to promote the DLF on sites and blogs that are dedicated to helping graduates and creative students out such as How We Work.

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The DLF already has a Facebook page and Twitter account set up, which is very important in this day and age, as technology is moving so quickly. Twitter is the best example for this, it is important to tweet at the right time and place so for the DLF coming over to the U.K, it will be ideal for students to keep up to date with the latest news, such as when concerts are happening, where tickets can be purchased from, if there are any talks happening in the local area and if there are any other way to get involved with the foundation.

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Concept PlaceInitially I would like to start this new concept out in my own university (University of Creative Arts, Epsom), this way I can spread the most awareness through advertisements, emails, posters and getting groups together and especially as David Lynch mentions TM is “a tool for developing the creative potential of the mind”. Also making sure there is a suitable area to teach the TM technique, so looking into using the Gallery with the chairs folded back or 119.If this is a success I would like to spread the word even further throughout the university to the other campuses at Canterbury, Farnham, Maidstone and Rochester. For the concerts they will obviously be held in more appropriate venues such as the o2, Royal Albert Hall or Wembley.

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Concept PriceThe David Lynch foundation is a charity and in funded through donations and the generosity of David Lynch himself.Putting together a group will cost the university a substantial amount of money, which is why promoting the concept first is important, to establish how many students are willing to get involved, the more students involved the better the investment and lower the cost. The university can also pay in instalments.£190 per student for four 90 minute sessions to learn the TM technique.For example 20 students – 20 x £190 = £3,800Scholarships are also available to students who are in great need of the technique.

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Concept Product• Giving students an outlet to relieve stress and a technique that is personal to them.• For university students once the technique has been learnt it doesn’t necessarily have to

practiced in a group at university, students can take it away with them and use it any time when ever they are feeling stressed or just need that 20 minutes to wind down.

• It is also a chance to meet other students that may be going through the same thing, to show people that they are not alone.

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New Target Audience3rd year students/ graduates in the U.KFor the majority of students that answered yes to suffering from stress

Yes No0

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Have you ever suffered from stress due to your course/job?

Have you ever suffered from stress due to your course/job?

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ConclusionThere is always going to be positives and negatives to a practice like TM and the David Lynch Foundation. Although it provides a way to deal with stress and anxiety it does come at a price and not all universities will be happy to pay it. However the DLF has already funded many schools and universities that are in the most need for the program and has set up funding for this. The concerts should bring in much needed awareness into who supports the foundation as well as bringing in donations and giving something back to the public. People should look at T.M like any other way of relieving stress and in the long run this should improve students stress levels, attitude towards university and their course, the university’s attendance and grades for students and just give universities a pleasant environment.

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Why it will work…Even though this will involve people to have an open mind to the technique as well as the David Lynch Foundation. I really hope and believe that people will see the bigger picture and how it can help in the long term and is something that can be very personal. I feel this is important nowadays, people want to feel that support and clarity but not necessarily with everyone else. It is something they can do it the comfort of their own home, any time that suits them and when ever they need it most.The fact it isn’t a religious practice and will not affect any religious beliefs that students may already have, I believe is key to how popular this practice has become. It is something that is open to everybody.

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What will follow…• Giving awareness to the David Lynch Foundation, especially in the U.K.• Helping students become more aware of how the TM technique can really benefit them.• More donations to go to the charity• Lower the levels of stress found in students• Taking the DLF to other universities as well as schools • Putting on another concert – and involving students/people who follow the DLF

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BibliographyWebsites –http://www.t-m.org.ukhttp://www.davidlynchfoundation.orghttp://en.wikipedia.org/wiki/David_Lynch_Foundation

Videos – David Lynch on Consciousness, Creativity & the Brainhttp://www.youtube.com/watch?v=z2UHLMVr4vg&feature=autoplay&list=PL43FF6EFE66171E28&index=67&playnext=2School fights end at Detroit school thanks to meditationhttp://www.davidlynchfoundation.org/schools.html#video=fbgCK8pUED8Freedom Behind Bars: Meditation in Prisonshttp://www.davidlynchfoundation.org/prisons.html#video=hzV55gus4NA

Primary Research - Questionnaire carried out on students across the U.KPhone interview // emails – Deirdre Parsons – David Lynch Foundation & TM teacher

BooksLynch, D (2006) Catching the big fish, United States: Tarcher

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Personal SWOT AnalysisStrengthsOrganisationNeatnessClear presentationEnjoyment of the subjectFriendly & politeNot afraid of hard work

WeaknessesTime managementMotivationAnnotation of workSometimes going that extra mileNot going deep enough into researchNot having enough confidence in myself or my work

OpportunitiesInternshipsLearning new skills through university and jobsNew jobsNew connectionsGaining confidence

ThreatsFellow peers looking for the same jobs and internshipsMoney problemsNot having enough experience