project book

introductionThe demand for organically produced apparel has grown exponentially since the boom of organic food products. The demand of organic apparel has risen more than 93%. The market is still fairly new, but growing at a fast pace. There is sufficient demand for products, but supply is limited, making organic products a little pricier. However, health conscious consumers are willing to pay the price (Jana, 2006).

Spunky Stork is relatively a newer company, founded in 2009, specializing in organic cotton infant onsies and toddler t-shirts. Spunky Stork silkscreens every order by hand order to order, each one with its own unique texture and form. Their products are 100% Organic and farmed and manufactured in the USA. Their clothing features spunky designs that differ from the norm of traditional infant clothing, and they can also customize any order. The Spunky Stork can maximize its potential by strengthening its company persona and increasing its online presence. The Spunky Stork should highlight that its products are hand-made to order and that their products are farmed and made in the USA. The Spunky Stork is a part of an emerging market that is taking of rapidly and is predicted to stay for a long time. Their products are ultra-soft, 100% GOTS Certified Fair Trade organic cotton, and environmentally-conscious.

Your guideto this book

leg work 1.0

Spunky Stork Who? 1.1 aka...Company Profile 7-8

A lot of writing 1.2 aka...Research Paper 9-10

I’m talking to... 1.3 aka...Target Audience 11-12

SWAT? No, SWOT 1.4 13-14

Artsy Undies 1.5 aka..Creative Brief 15-16

standards to live by 3.0

Stamp of Approval 3.1 aka...Logo 25-30

Color me Spunky 3.2 aka...Color Palette 31-32 Nice Texture 3.3 aka...Textures 33 Stork Scribble 3.4 aka...Typography 34

Say Cheese-e 3.5 aka...Imagery 35-36

getting creative 2.0

Set the Mood 2.1 aka...Moodboard 19-20

Representin’ 2.3 aka...Logo Redesign 21-22

all this for... 4.0 sPad 4.1 aka...Digital Media 39-40

Gossip Chain 4.2 aka...Social Media 41-42

Put it on Paper 4.3 aka...Print Advertising 43-44

Click, Click 4.4 aka...Online Advertising 45

On the Tube 4.5 aka...Video Broadcasting 46

Hung on the Details 4.6 aka...Custom Packaging 47-48

aka...RESEARCH

aka...CREATIVE DEVELOPMENT

aka...BRAND STANDARDS

aka...DESIGN SOLUTIONS

Credit Where It’s Due 5.1 aka...References 51-52

Roll the Credits... 5.0aka...References

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Spunky Stork Who? 1.1 aka...Company Profile 6-7

A lot of writing 1.2 aka...Research Paper 8-11

I’m talking to... 1.3 aka...Target Audience 12-13

SWAT? No, SWOT 1.4 14-15

Artsy Undies 1.5 aka..Creative Brief 16-17

aka...RESEARCH

leg work 1.0

1.1 Spunky Stork Who?aka...Company Profile

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Aliya Jiwa and partner, Uzzi, began Spunky Stork out of the kitchen of an East Village apartment in New York City. They set out with the goal to create sustainable organic baby clothing business with high quality screen printing featuring fun and unique designs.

The began selling their products online with popular websites, like Etsy. Their business took off and before they knew it, they had a booming enterprise. Now they have two studio locations in New York City and in Orlando, Florida. They sell items individually and wholesale through their online store front.

Customers rave about the quality and uniqueness of their designs and clothing, with thousands of reviews they boast a perfect 5 out of 5 star review. They have also been featured on Babble, ABC, Daily Mom, Smart Money, and Luxury.

Their products can still be purchased through Etsy.com, and now Amazon.com and SpunkStork.com. They do not yet have a boutique, but they can see their business rising to that next level in the near future.

Humble Beginnings

The Market

How We Look Now

Spunky Stork is part of a fairly new market, gaining and growing exponentially. Wonder Toast, Sckoon, and The Little Seed are among Spunky Stork’s top competitors. According to Parents.com The Little Seed ranks #2, Wonder Toast ranks #4, Sckoon ranks #6, and Spunky Stork is not rated. All these companies offer similar

In the Ring

products leading the market in organic infant clothing. However, the Spunky Stork is the only one offering 100% American grown and made products using eco-friendly methods; hand-made-to order; and with custom designs. Unlike the other stores, Spunky Stork offers a more limited selection of infant items, however their specialty products stand above their competition.

The demand for organically produced apparel has grown exponentially since the boom of organic food products. The demand for organic apparel has risen more than 93% (Jana, 2006). The market is still fairly new, but growing at a fast pace. There is sufficient demand for products, but supply is limited, making organic products a little pricier. However, health conscious consumers are willing to pay the price (Jana, 2006).

The current branding lacks the character of the brand promise. Although the logo was off to a good start, it falls short, looking unfinished. The website, offers very little to be desired. Information is minimal, its difficult to navigate, and does not accentuate the many benefits of the Spunky Stork. The brand as it is, could be easily confused with any other generic company in the market. There is nothing to grab the attention of the consumer, and encourage them to make a purchase directly through Spunky Stork’s online store.

Unimpressed

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Vision Deliver High quality, organic, hand made, fashions that are not only safer for the consumer, but friendly to the environment. Protecting our youth and our earth.

Value Quality hand-made-to-order items from 100% organic cotton with an ultra soft feel. Less irritants for your baby or toddler and better for the environment.

AuthenticitySpunky apparel made from 100% GOTS certified organic cotton, super soft, environmentally-conscious and better for babies and toddlers.

CommitmentContinue to add spunk to infant fashion, through the use of safe organic materials and by using environmentally friendly methods to produce and deliver products.

SustainabilityEco-friendly and organic fashions are a growing trend. Anything that is more environmentally friendly and safer to wear will have lasting benefits in sustaining our planet, its inhabitants, and ultimately our future. MeaningDeliver consistently safe, environmentally friendly, high quality products with extra spunk and flair. Contributing to the future of our planet and our existence, by reducing the carbon footprint of the company and its consumers.

Brand Undies

Onliness The Spunky Stork Apparel is hand-made-to-order, made in New York City, and ships free anywhere in the USA. Spunky Stork can even customize a design for the consumer using their artwork.

Cool Diggs

1.2 a lot of writingaka...Research Paper

The Spunky Stork is an eco-friendly company specializing in organic cotton infant apparel, made in the USA and hand-made to order. Although the infant apparel market features many competitors, there are few that feature all organic products produced using eco-friendly methods. The Spunky Stork strives to not only use quality American grown organic cottons, but they also work to implement and practice eco-friendly methods in everything they do. These features make The Spunky Stork very appealing to a U.S. market place, and even more so to a more eco-conscious market of middle to upper class mothers. The Spunky Stork offers a great product, but their current branding lacks appeal. The Spunky Stork fails to highlight their main selling points, and fails to deliver their message in any of their marketing materials. In fact, their message is undefined and unclear all together. A refresh of the brand, persona of the company, and marketing campaign is needed to appeal to this new target audience. Refreshing the logo and imaging of the company and a larger focus on the features, and design of The Spunky Stork website, will help launch The Spunky Stork to the forefront of not only organic infant apparel, but infant apparel in general.

Accenting and delivering the benefits of The Spunky Stork products will draw a larger demand and increase customer loyalty. It is important to breathe life into the company, and focus on its many benefits.

An Introduction

The Spunky stork is an online-based, organic, infant apparel boutique. All of their products are made from one-hundred percent GOTS Certified Fair Trade Organic cotton (The Spunk Stork, 2014). Organic cotton fabrics are much softer than traditional cotton fabrics, healthier, less irritating to delicate infant skin, and much more environmentally conscious. These factors have led the way to tremendous growth in the production of organic cotton apparel lines, creating high demand for organically grown cotton. Unfortunately, high demand and limited supply of organic cotton have made organic apparel more costly than traditional apparel.

However, despite the higher prices, consumers have proven a willingness to spend twenty percent more for eco-friendly products (Associated Press, 2007). Approximately 39 percent of U.S. consumers purchase organic products, making way for a very successful market place (Jana, 2006). The organic infant apparel industry is growing at a rapid pace as demand increases, but there are few stores specializing solely in organic apparel (Organic Baby, 2013). The Spunky Stork is one of the few stores specializing in this new trend of eco-friendly apparel, which gives them a great advantage over traditional infant apparel stores. The true task is defining what gives them their “onliness” (Neumeir, 2009). Although they may have fewer competitors in the organic market, they still have strong competition none-the-less, and in a fast growing market. Most of their top competitors, such as Sckoon, have their organic materials imported from other countries, where regulations and treatment may not be as rigorous as the U.S. (Sckoon, 2012).

Consumers have become increasingly aware of the potential harmful effects of chemically treated and genetically modified products. The effects of these products, in some cases, have proven detrimental to human health, as well as the environment. This new consumer awareness has paved the way for a boom in the production of organically grown and produced products.

“Consumers have proven a willingness to spend 20% more for eco-friendly products.” Associated Press, 2007.

Buying Organic

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Something Different

Conclusion

The Spunky Stork buys their organic materials farmed and manufactured in the U.S., giving them greater appeal to an American market (The Spunk Stork, 2014). Perhaps the Spunky Stork’s biggest advantage comes from their ability to customize designs for their customer. The Spunky Stork is the only known store, to offer customized designs on organic infant apparel. The Spunky Stork uses safe dies and silk printing methods to produce one-of-a-kind inspired designs, with each order hand-made to order. Beyond the vibrant and fun designs created by The Spunky Stork design team, a customer can create their own design or customization for a minimal additional charge. This ability to customize, gives uniqueness to the product, the consumer experience, and The Spunky Stork overall in the market.

“Spunky Stork uses organic materials farmed and manufactured in the United States” The Spunky Stork

“Approximately 39% of U.S. consumers pur-chase organic products.” Business Week

“Differentiation is key, when everyone else zigs, you zag.” Marty Neumeir

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The Spunky Stork has the potential to dominate the market in infant organics. Its unique persona and products deliver something different in infant apparel. In a cluttered market, differentiation is key, when everyone else zigs, you zag (Neumeir, 2009). The Spunky Stork offers a non-traditional product line, it creates its own creative style in an industry that has been the same for decades.

The Spunky Stork has the ability to be a top competitor not only in the organic infant apparel market, but in the entire infant apparel market. Currently, The Spunky Stork lacks visibility and they fail to capitalize on their unique advantage, the ability to customize. Customers today, want products that are different, and unique, products that reflect the individual not the mass. In an era of sameness, we must set ourselves apart and be really different (Neumeir, 20xx). The Spunky Stork creates a new style and trend, for today’s mothers that want something different. Increasing visibility and raising awareness, will be the key focus of the company. The Spunky Stork has right products and services, the problem is, no one knows about them.

1.3 I’m talking to...aka...Target Audience

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The Spunky Stork consumer will likely be American mothers and expectant mothers in the age range of 25 to 35 years of age. These mothers and expectant mothers, will likely come from middle to upper income households, they will be moderately to highly educated, internet savvy to online shopping, and have raised awareness of organic products and environmental causes.

The Spunky Stork consumer will also have a good sense of humor and appreciation of creativity, with a creative streak of their own.

These people

The Market

• Ages 25 - 35• Mother or expectant• Primarily Female• Moderate to Upper Income• Raised Organic and Environmental Awareness• Internet Savvy

Tribes

• Parenting• Healthy living• Environmental Activist• American

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Laurie is a 23 year old family oriented Christian woman She was raised in a two parent Christian home and has lived in Roswell, GA all her life.

She attended a nearby University right out of High School, and obtained an Associate’s degree in early childhood education. She met her future husband, a pre-med student, while attending college. She was in her first year and he in his fourth year. They dated for two years, and married just as he started his residency at a local hospital. She is happy to be a mother and homemaker, but likes to help as much as she can. She earns additional money by selling craft projects, to help with her shopping trips. Laurie volunteers frequently at the local humane society and participates in many charitable activities. She maintains a very healthy lifestyle, eating and preparing fresh organic meals, many of which come from her own small garden. Her son, Matthew, is three months old, and the center of her world. She breast feeds and plans to make organic baby foods when he is older. She buys and researches safe products for her son, and uses cloth diapers to save waste in the environment. She recently discovered organic clothing, and likes the quality and softness of organic cotton products. Being a crafter, she also likes to create her own designs, and has a great sense of humor and character.

Meet Laurie

1.4 SwAT? No, SWOT.

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Spunky Stork offers a fun, spunky infant clothing line that is 100% organic and 100% farmed and manufactured in the USA. They offer hand-made-to-order items and custom products with high quality in demand organic materials in an environmentally friendly manner.

Where it stands...

Spunky Stork can maximize its potential by strengthening its company persona and increasing its online presence. Spunky Stork should highlight that its products are hand-made to order and that their products are grown, farmed and made int he USA. Spunky Stork is a part of an emerging market that is taking off rapidly and is predicted to stay for a long time. Their products are ultra soft, 100% GOTS Certified Fair Trade organic cotton, and environmentally-conscious.

The edge...

Spunky Stork is part of a budding market, quickly gaining awareness among consumers. Spunky Stork needs a stronger brand persona to accent their spunk and deliver their message.

A stronger online presence will be key to their success, a completely new website and aggressive online marketing campaign are needed. The new website should also feature an application that is interactive with the consumer to create their own designs, with a full selection of custom spunky stork graphics to choose from or the ability to add their own custom graphics.

Spunky Stork should also utilize advertisements in magazines and television that feature parenting and infants. These adds should highlight the safety and benefits of organic clothing, the fact that the product is 100% USA and the ability to customize your own spunky design through the online application, with every order, hand-made to order.

While there are a few custom graphic t-shirt makers online already, there are no others who specialize in custom, organic infant and toddler apparel. The Spunky Stork could dominate this aspect of the market.

The Big Idea

“Customers experience your brand at specific touch-points, so choosing what those touch points are, and influencing what happens there, is important work. ” Marty Neumeir, ZAG

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Strengths• 100% USA product• Organic and eco friendly• Hand-made to order

Weaknesses• Lack of variety• Weak online presence• High costs

Threats• Companies with more variety• Companies with more exposure• Companies with physical stores

Opportunities• Stronger online presence• Stronger branding• Build company persona

1.5 Artsy Undiesaka...Creative Brief

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The Spunky Stork is a relatively newer company offering organic infant apparel. Since their beginning, they have gained rapid recognition for the quality and benefits of their products. The Spunky Stork’s current branding lacks character and presence in a flooded online market place. Building a better brand image and developing the company persona are needed to boost visibility in the market place.

The existing logo and website are uninteresting and lack the unique “spunk” of the company. Through this campaign we will create a vibrant company persona that is colorful and entertaining. The new branding will capture the “spunk” that has been missing from the Spunky Stork.

A new responsively designed website with an interactive application will provide an improved store front for the base of Spunky Stork’s operations. Print and video advertising will target the desired demographic and enhance user awareness of the company. An aggressive online marketing campaign will be launched to drive traffic to the online store. Social media will serve as an outlet for customer feedback as well as promotional marketing for the company. Custom shipping package will give consumers something to anticipate and deliver on the brand promise of eco-friendly products with a reusable and recyclable design.

Summary The Tone Scope

Unique Selling Point

• Bright, energetic, dynamic, communicative• Youthful, professional, high visibility• Marketing and Branding in a unique way• Fun and playful undertone to information• Easy to navigate, customize, and shop

Positioning

The Spunky Stork has many competitors in the infant apparel market in general, and fewer in the organic apparel market. Highlighting the unique benefits of Spunky Stork, American grown and made, hand-made-to-order, and customizable, will be key to the success in the organic infant apparel market. Attention to overall strategy and marketing will be key to differentiate the campaign in the industry eye.

Spunky Stork raises the bar with its 100% GOTS certified organic cotton, farmed and manufactured in the USA, unlike their competitors who use foreign organics that are not as heavily scrutinized. The Spunky Stork creates every order hand-made-to-order for a truly unique and fresh look. Their biggest selling point is their ability to customize orders. If consumers can’t find something they like, they can make something they do. None of Spunky Stork’s competitors offer customization as a selling point.

Re-branding is essential to showcase the unique characteristic and strong persona of the company. A fun vibrant new look and language will provide the foundation. A bright color palette will set the tone and grab the attention of the audience. Humorous sayings, down-to-earth language will be relate-able and fun natured to Spunky Stork Customers.

Developing a new online store front, packed with modern features and a fresh new look will be the key item to drive sales. The website will have a responsive design, compatible with most digital devices. A customization app will be the centerpiece for the website, easy and fun to use and create custom designs from your, computer, tablet or smartphone.

Social media will give the company a voice among its consumers. Regular communications, contest, product announcements and more will provide consumers with insight and allow them a sounding board for reviews. Social media will help increase brand visibility and raise awareness.

An aggressive web advertising campaign targeted in search engines and related website will help to drive traffic and increase visibility on the web.

Print advertising in magazines, catalogs, and mailers will be reach a broader audience, peaking interests, and directing them to the website to learn more and make purchases.

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Deliverables & Time Frame

The Return

Custom packaging will create anticipation and further interest in Spunky Stork Products. Packaging will convert from a container to a usable hanger for the purchase. This idea will deliver on the brand promise of an eco friendly products.

Spunky Stork should see a great improvement in their visibility online and offline. Spunky Stork will relate to customers and have a high degree of like-ability among its audience. The brand will have a clear and distrint direction to build on.

With greater awareness, clearer visibility, and direction, Spunky Stork will climb in the rankings. Ultimately, Spunky Stork will see more sales and an increase in the bottom line.

Building the brand and the new deliverables will take time, but will be well worth the wait with the end results.

New Branding will feature a new brand mark (Logo), fresh and consistent look, developed language and style. 1 month

Digital deliverable will be the next step in eleveating the brand. and the main portal for consumer activity. Developing will take additional time in implementing newer technologies.. 3 months

Social Media will announce the brand refresh and serve as a direct connection with consumers. Although ongoing time to implement will be shorter. 1 week Online marketing will also be ongoing but essential to the campaign. 2 weeks Print media will be strategically targeted among a preferred demographic. 1 month Packaging will help to increase repeat business and create interests in the product. 1 week

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Set the Mood 2.1 aka...Moodboard 20-21

Representin’ 2.2 aka...Log Redesign 22-23

aka...Creative Development

Getting Creative 2.0

2.1 Set the Moodaka...Moodboard

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The Spunky Stork is an online based business specializing in organic infant apparel. The Spunky Stork apparel line offers numerous benefits to its customers. All clothing is made in the USA from USA grown 100% organic cotton. The Spunky Stork offers custom designs or a variety of fun designs to choose from, with each order hand-made-to-order. This custom feature is not offered by any current competitors for organic infant apparel in the market.

The Spunky Stork Company has a fun youthful character, which is brought to life with a vibrant choice of colors, typography, and imagery. Spunky Stork strives to be unique and offers customer’s an option for individuality. The target audience is a primarily female demographic of middle to upper class women ranging from their 20s to late 30s.

The Spunky Stork will maintain a balance of a fun and playful persona with a professional, clean presentation. The color palette presents a brighter alternative to standard organic color palettes, grabbing the viewer’s attention. Textures are light and non-interfering, with more playful textures used when appropriate. Imagery is clean with little background interference to spotlight the main subject of each photograph. Typography will consist of playful headers and subheadings followed by legible and common standard text.

Where it stands...

The Spunky Stork campaign will balance fun with legibility, ease-of-use and professionalism, which will appeal to its target audience, promoting sales and repeat business.

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moodboard

toolbox

2.2 Representin’aka...Logo Redesign

Spunky Stork’s logo features a character that is youthful and symbolic. The stork has symbolized the delivery of a new baby for many generations. The egg shape of the Spunky Stork is also symbolic of birth and new life. The vibrant colors and playful typography demonstrate youth and vitality. The Spunky Stork logo embodies the symbolism of these elements, as it is the birth of a new era of safer organic infant apparel that is less harmful for our “bundles of joy”, and friendlier to the environment. The Spunky Stork delivers, a new vision and the birth of a new generation. Spunky Stork’s logo should be fun, vibrant and distinct, just like the company. The Spunky Stork has a different view and style than traditional organic and infant retailers. It is distinct and unique, just like each baby it clothes. The logo features a variety of formats, to allow flexibility in any design. These guidelines should be followed and utilized in all representations to comply with the company vision Spunky Stork’s logo should be fun, vibrant and distinct, just like the company. The logo features a variety of formats, to allow flexibility in any design.

A New Mark

21

22

TA DA! Final Logo

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Stamp of Approval 3.1 aka...Logo 28-29

Color Me Spunky 3.2 aka...Color Palette 31-32

Nice Texture 3.3 aka...Textures 33

Stork Scribble 3.4 aka...Typography 34

Say Cheese-e 3.5 aka...Imagery 35-36

aka...Brand Standards

Standards to Live By 3.0

3.1 stamp of approvalaka...Logo

The Spunky Stork has two primary versions that should be used in most circumstances. The first version is the a stacked version, which works well for limited horizontal space.

Primary Use

HorizontalStacked

This Way

Or This Way

25

The second version is horizontal, and works well for limited vertical space. These logos work well on both white and black backgrounds without any variation. This logo must be used consistently, and should not be changed in anyway, other than the acceptable formats outlined in this guide.

Stick to these logo usage rules and we’ll get along just fine. These guidelines apply to all potential mediums.

Picking the Logo apart

mas

cot

word mark

tag line

The mascot features the “Spunky Stork”, the life of the company. The mascot can also be used outside of the logo, reposed, and animated.

The word mark can be used in smaller areas, that are limited and cannot accommodate both the stork and word mark without loosing the integrity of the piece. The font is “Hey Pretty Girl”, and the ending “k” is slightly shrunk and tilted back.

The tag line maybe omitted when alternate tag lines are used, and or space is limited. The font is “Moon Flower”.

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3.1 stamp of approvalaka...Logo

In some circumstances, it is acceptable to remove the tagline when space is limited, it improves readability, or an alternate, approved tag line will be used.

Untagging

DELIVERING SPUNK-TI-TUDE!

27

However, removing the tag line is strongly discouraged, as it identifies the key benefits of the brand.

Stick to these logo usage rules and we’ll get along just fine. These guidelines apply to all potential mediums.

Room to Fly

It is necessary to leave a minimum amount of room around the logo to ensure that it remains visible. The recommended space around the logo is 0.25 “ as shown below.

Any smaller than .8” x .735”, and

what’s the point?

Give this guy some room to spread his wings.

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The logo should also never appear any smaller than 0.8” x 0.735”, the integrity of the logo is lost beyond this size.

3.1 stamp of approvalaka...Logo

The Spunky Stork offers a variety of color choices to fit your digital and print needs. The primary logos are the preferred choices, but when costs and other restrictions

Color Me Spunky

Flat Semi-transparent Solid Solid Choices

PICK A COLOR

When printing doesn’t allow gradients, this flat color design works well.

If you’re going solid, try a fun color from the approved color palette.

This semi-transparent version should be rarely used, but is the acceptable watermark version.

If you’re on a tight budget, or have a limited design, this solid color logo may be your best option.

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are enforced, these color variations are the preferred alternatives.

Stick to these logo usage rules and we’ll get along just fine. These guidelines apply to all potential mediums.

Absolutely NOT!

The Spunky Stork logo is pretty flexible, but if you bend it to far it just isn’t pretty! Please refrain from any of these unapproved common mistakes, and any others.

A logo by another color just isn’t the

same!

Hey, nobody puts Storky in the shadows!

Ewwww, don’t stretch and

skew!

This isn’t “Honey I

Shrunk the Stork”!

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Only the versions set forth in this guide as “approved” are acceptable. Any other uses, must request permission.

3.2 Color Me Spunkyaka...Color Palette

The primary colors for Spunky Stork branding are bright and vibrant, and consist of five core colors below.

Colors

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#009EC8 C:77 M:20 Y:11 K:0

#A8CF41 C:39 M:0 Y:95 K:0

#DA1A55 C:8 M:100 Y:55 K:1

#FCBF10 C:0 M:26 Y:100 K:0

These colors may also be complimented by white, black and a full range of grays.

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#F37720 C:0 M:66 Y:100 K:0

3.3 NICE TEXTUREaka..Textures

Textures should be light, neutral and complimentary to the bright color palette of the Spunky Stork campaign.

Texture

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The main heading font and font for the logo word mark, is “Hey Pretty Girl”. “Moon Flower” is a great compliment in the tag line. For subheads that need a little more

Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+{}[]?:;’<>

Moon Flower

Komika Display Myriad

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+{}[]?:;’<>

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+{}[]?:;’<>

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+{}[]?:;’<>

Hey Pretty Girl

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3.4 Stork Scribbleaka...Typography

boldness, “Komika Display” is the preferred choice. For Normal content and text, “Myriad” is a clear, legible choice.

3.5 Say Cheese-eaka...Imagery

Imagery used should focus on the subject and not the background. Clean light backgrounds with cute spunky babies sporting Spunky Stork apparel are the

Imagery

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preferred choice for photography. Babies with mischievous looks, funny expressions, and attitude are the preferred models.

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0437

sPad 4.1 aka...Digital Media 36-37

Gossip Chain 4.2 aka...Social media 37-38

Put it on Paper 4.3 aka...Print Advertising 39-40

Click, Click 4.4 aka...Online Advertising 41-42

On the Tube 4.5 aka...Video Broadcasting 43-44

Hung on the Details 4.6 aka...Custom Packaging 45-46

aka...Design Solutions

All this for 4.0

4.1 sPadaka...Digital Media

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The most important element is the Spunky Stork website. The website will feature a bright, fun and clean design that is appealing to the target audience. The website will serve as not only a store, but an information portal about Spunky Stork and Organic cotton product benefits. The one element that will set Spunky Stork apart from its competitors is the customization feature of their organic infant apparel. Not only will a customer be able to buy organic, they will have the option to create a design that reflects their baby’s personality. The customization will feature an interactive application that will allow the user to upload their own artwork or choose from a gallery of art; they can add their own text; and even try the outfit on a virtual model if they choose The Spunky Stork website will be responsive and easily display on the majority of tablets and smart-phones. An application will also be available to download that will more closely integrate with the wireless device to deliver as much functionality as the website. Customers will have the ability to sign up for the Spunky Stork newsletter, where they will receive regular announcements of new products, valuable exclusive coupons, and more.

Digital Solutions

Try it on

pick color

Add Art

Add Text

Upload Art

Buy It

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Responsive Designfull Store

4.2 Gossip Chainaka...Social media

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Social media is quickly becoming a necessity for businesses, especially those like the Spunky Stork. Jayson DeMers, in his article The Top 7 Social Media Marketing Trends That Will Dominate 2014, speaks greatly about the impact and benefits of social media efforts (DeMers, 2013). He also states there are many benefits to social media, including: improved social signals, company branding, improved brand awareness, word-of-mouth advertising, increased customer loyalty and trust, and improved audience reach and influence (DeMers, 2013). His article only confirms the growing importance of Social Media in the market place. What it boils down to is, “Anybody, who’s anybody, is using social media”. The Spunky Stork will work to communicate with its clients through the most popular social media networks. Using these social media networks will boost the brand visibility, provide a direct line of communication, and attract new customers. Spunky Stork, will hold regular contests, give-a-ways, solicit customer feedback, release advice and important information, announce new products, and communicate with its customers on a regular basis. Social media would be an excellent tool for the Spunky Stork to communicate with its customers on a regular basis, inform them of new products, get reviews, and get people talking in general.

Social Stork

FacebookAlmost anyone online has a Facebook page, or they at least know someone with one. Facebook is an excellent social media network to share information, create a following, and drive business. A strong Facebook presence would be required, with daily photos, new product announcements, news stories, maybe parenting tips, anything to keep the page active. Sharing and linking with other more established baby groups will also help spread the word.

TwitterTwitter will be a great social network, to make short announcements, post daily pics, etc, as well.

Google +Google+ hasn’t quite caught on as well as some of the other social media networks, but why not be there too? After all, it certainly wouldn’t hurt.

InstagramInstagram will be great for posting photos of new products and babies demonstrating spunk-ti-tude.

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4.3 Put it on Paperaka...Print Advertising

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Print advertising, although not the primary focus, will also play an important roll in driving traffic to the online store. Advertisements in parenting magazines featuring cute, spunky babies and the Spunky Stork web address will help to entice new customers and raise awareness for the brand. MagazinesMagazines will help drive customers to the Spunky Stork website. We’ll focus our advertising in parenting and baby magazines, where most of our target audience will be looking.

Small Catalog MailersWe’ll create small catalog mailer to send out with orders and to past customers to keep their interests peaked. Catalogs will offer online coupon codes and show case the latest arrivals.

Put it on Paper

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4.4 Click, Clickaka...Online Advertising

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What good is a website without any traffic? This is why online advertising and search engine optimization will be key to the success of Spunky Stork.

Found it!

Web banners will be sponsored on third party parenting, baby, and other relate-able websites. Adword campaigns through Google, Bing, Yahoo, Social Networks and more will also be to driving traffic to the website.

commercials will also be available on YouTube. Commercials will feature cute baby’s demonstrating their spunk that will be irresistible to watch.

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4.5 On the Tubeaka...Video Broadcasting

video will play a smaller, but important, part in driving traffic to the online website/store. Fun commercials featuring the spunky stork mascot and cute spunky babies will appear in cable broadcasting in prime demographic areas. These

Cute Video

4.6 Hung On the Detailsaka...Custom Packaging

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Living up to the brand promise of safe products for baby and the environment, products will ship in recyclable, reusable boxes. The boxes will convert into small hangers to hang baby’s new onsie or tee when not in use. The design of the boxes will be simple to keep costs at a minimum. The tags will be heart shaped with the Spunky Stork logo in a solid color. The apparel itself will feature a small tag sewn into the side of the onsie, with the bright word mark of the logo against a dark brown. This will help to identify the brand and give the customer a greater impression of a quality product.

Doing Our Part

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Credit Where It’s Due 5.1 aka...References 51-52

aka...References

Roll the Credits 5.0

Credit Where It’s Dueaka...References

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Neumeir, M. ZAG: The #1 Strategy of High Performand Brands. Pearson Learning Solutions. Associated Press. (2007, February 11). Organic Clothing Not Just For Hippies Anymore. Retrieved from http://www.nbcnews.com/id/17027965/ns/business- us_business/t/organic-clothing-not-just-hippies-anymore/

Jana, R. (2006, September 27). Business Week Covers The Major Growth In Organic Clothing Sales. Retrieved from http://www.organicconsumers.org/articles/article_2877.cfm Organic Baby. (2013). The Benefits of Organic Baby Clothing. Retrieved from http://www.organic-baby-resource.com/organic-baby-clothing.html

Neumeir, M. (2009). The Designful Company. Berkeley, CA: Pearson Learning Solutions.VitalBook file.

Davies, D. (2013, September 26). Major Search Engines and Directories. Retrieved from http://searchenginewatch.com/article/2048976/Major-Search-Engines-and-DirectoriesInterpack. (n.d.). Product Packaging plays an Important Role in the Marketing Mix. Retrieved from http://www.interpack.com/cipp/md_interpack/custom/pub/content,lang,2/oid,7773/ticket, g_u_e_s_t/~/Product_packaging_plays_an_important_role_in_the_marketing_mix.html Color Matters. (n.d.). The Meanings of Colors. Retrieved from http://www.colormatters.com/blue

Research Credits

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Shutterstock - Stock Photos, Royalty-Free Images and Vectors .... (n.d.). . Retrieved July 26, 2014, from http://www.shutterstock.com/ Free vectors, photos and PSD Downloads | Freepik. (n.d.). <i></i>. Retrieved July 26, 2014, from http://www.freepik.com/ Infant / Toddlers. (n.d.). <i>Infant Toddlers</i>. Retrieved July 26, 2014, from http://www.apparelsourcewholesale.com/category/infant-toddlers.asp Pregnancy. (n.d.). <i>womenshealth.gov</i>. Retrieved July 26, 2014, from http://www.womenshealth.gov/pregnancy/ Early Intervention. (n.d.). <i>Pinterest</i>. Retrieved July 26, 2014, from http://www.pinterest.com/pediastaff/early-intervention/ Cute Babies Curly Black Haircut Baby Long Sleeve Clothes Purple Hi Res Wallpapers Cute. (n.d.). <i>Cute Babies curly black haircut baby long sleeve clothes purple Hi Res Wallpapers Cutecute babies wallpapers, cute babies video, funny cute babies.</i>. Retrieved July 26, 2014, from http://pixeswall.com/cute-babies-curly-black-haircut-baby-long-sleeve-clothes-purple-hi-res-wallpapers/ NM Organics. (n.d.). <i>NM Organics</i>. Retrieved July 26, 2014, from http://nmorganics.net/page/2/ Rampton, J. (2014, April 29). Connecting With High Net-Worth Individuals Through Social Media. <i>Forbes</i>. Retrieved July 26, 2014, from http://www.forbes.com/sites/johnrampton/2014/04/29/connecting-with-high-net-worth-individuals-through-social-media/ What happens at Grandma’s, STAYS at Grandma’s. (n.d.). <i>What happens at Grandma’s, STAYS at Grandma’s</i>. Retrieved July 26, 2014, from http://www.littlebabybuds.com/baby-romper-at%20grandmas Twelve Ways Baby Sign Language Can Positively Impact Your Parenting Journey in 2014. (n.d.). <i>Baby Sign Language</i>. Retrieved July 26, 2014, from http://www.babysignlanguage.com/2013/12/twelve-ways-baby-sign-language-can-positively-impact-your-parenting-journey-in-2014/ Hangerpak: Coathanger/Packaging « Ponoko – Blog. (n.d.). <i>Hangerpak: Coathanger/Packaging « Ponoko – Blog</i>. Retrieved July 26, 2014, from http://blog.ponoko.com/2010/03/02/hangerpak-coathangerpackaging/ Boy or Girl? | Being Pregnant. (n.d.). <i>BabyZone</i>. Retrieved July 26, 2014, from http://www.babyzone.com/pregnancy/boy-or-girl/

Image Credits