CONTENTSBFC London Fashion Weekend

Zine Project

D&AD Make Your Mark - Self Promotion

Alliance Boots

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Berlin Blog

Self Promotion Development

Work Experience

LIVE PROJECT:

BRITISH FASHION COUNCIL

The brief set by the British Fashion Council required was to pick one area of London Fashion Weekend, to develop and promote. The overall aims were to increase footfall, awareness and sales in the chosen area: The Shoe Studio.

An effective marketing campaign was created that was applicable to the other areas of London Fashion Weekend. A video was also created that has the potential to go viral, raising general awareness of the event to an online community.

This was all put together into a visual pack that explained all of the ideas and included a presentation handbook that could be read whilst watching the Prezi presentation.

This concept was presented to the British Fashion Council and chosen as the winning idea.

bfc-research.blogspot.co.uk

research

http://pinterest.com/ginasolanki/visual-pack-inspiration/

The over arching

strapline

for London Fashi

on Weekend

Primary research

Tag line

Mock ups

Print advertising

Interactivity

The app

The copy that epitomises the c

oncept

The website

The viral video

http://tinyurl.com/Shoestudiolfwend

The visual

pack

the win!

the zine project

live project:

48 HOUR MINI ZINE PROJECT

This zine was created around the t

heme of OBSESSION. It challenged m

e to create a

zine by hand in a short amount of

time. I decided to create mine on

my obsession

with jewellery, focussing mainly o

n silver, studs and statement jewe

llery.

NOTTINGHAM ZINE FAIR

This brief involved designing, editing and creating a zine to sell at the Nottingham Zine Fair.

It also has a digital presence, a promotional campaign and considers potential sponsorship.

TARNISHED

compendium the zine:

zine report

facebook.com/CompendiumZine || twitter.com/CompendiumZine || wearecompendium.blogspot.co.ukWhen referring to online presence, please visit:

Industry insiders, experts and critics have all discussed the death of print and the future of publishing for many years and one factor that has become more and more evident over time is that we are all publishers. Whether you are tweeting or have your own blog you are effectively putting yourself out there for other people to see and it is the internet that has opened up new channels of communication, giving everybody a voice and a chance to express their opinions. Whether you are a grandfather or a grandchild, you have the same opportunities to have your say online and this has created a “levelling of humanity” (BBC. 2010) giving people the confidence to publish their own content.

However, self-publishing is not a new concept. Zinesters have been producing independent publications for years and zine culture nowadays is not unheard of. Originating from a time when the potential of digital was not so well known, zines were mostly handmade. This has now turned a full circle and not only are zinesters physically creating their own content for niche markets, they are embracing the “digital revolution”, (BBC. 2010) creating more of a following, the chance to sell online, brand extension and international communication.

introduction

the current market

Chris Anderson, the editor-in-chief of Wired magazine, has explored the growing interest and availability in niche markets. He has introduced the idea of and coined the term “The Long Tail” which explores consumers moving away from mainstream products and being more interested in the niche. (Anderson, C, 2004)

The internet has made this possible and in terms of publishing, this most certainly has been the case. Independent publishers, zinesters and even the more mainstream magazines are creating online content with the likes of YouTube and Vimeo to promote their work. Videos range from a simple flick through of the title, behind the scenes footage, extensions of the articles featured and even new features that are online exclusives. Multi platform strategies that magazines and zines use are beneficial for the readers but what is it doing to the industry?

Fig. 1 - The Long Tail

the current market

Exposing magazine content with flick throughs gives the reader more scope to make their decision to buy on. Consequently, there is the risk of not making a sale due to the consumer making a judgement from a 30 second clip that isn’t always engaging enough to keep the viewer wanting more. The websites of publications often have enough content online that people do not actually need to go out and purchase the magazine. Finally, the use of magazine and newspaper apps means that consumers are not loyal to one publication because they “are now offered infinite choice”. (Anderson, C. 2004) Therefore, they are not guaranteed to come back and buy the next issue or subscribe. Content is available online, for free, from real people behind their blogs, sharing the same information, so why would consumers want to pay? This highlights the term ‘freesumerism’ devised by The Future Laboratory (Gill, M. 2012) where consumers are so used to having access to free content that they are deterred from products that actually require a purchase.

On the other hand, it could be argued that the effective use of and improved digital content can drive sales and increase awareness. Social media allows consumers to be up to date with the latest content and furthermore be more engaged with the brand or publication. Here, the opportunity for user generated content also arises, making the consumer’s experience with the brand more personal, valued (by both parties) and consequently, more loyal.

“The future of the industry will be based around the concept of the multi-platform brand, straddling a number of different formats and media and embracing other reader services, e-commerce opportunities and events, but still anchored in the ‘real world’, for most

brands, by the primacy of the print magazine.” (Mintel, 2011)

An example of a publication that successfully uses print and digital especially well is Stylist magazine is a free publication that launched in October 2009 (Media Week). It is currently distributed in major cities in the UK like Nottingham and London and has over 400,000 readers (Media Week). It is the sister magazine of Shortlist and targets “affluent 20 to 40 year old female commuters ” (Media Week). For three years the publication has only been available in print form but since April 2012, it has gained presence on the tablet market, in a digital format, with swipable pages (Google) and this is all thanks to Google Currents.

Google Currents is a simple application for the iPad, iPhone and also the Android market. It not only allows users to build up a personalised library of publications to read directly on their devices but also keeps a record of followed blogs and presents trending topics. Users no longer have to scour the internet for the affairs that they are interested in, they have the publications they like and the most popular stories in different categories right in the palm of their hand.

“Initial hope and hype that the iPad might prove to be the saviour of the magazine industry has been replaced by a healthy dose of realism. However, there is a growing belief, supported by Mintel’s exclusive consumer research, that the crucial 16-34 age group is more willing to spend money on good-quality, premium and personally relevant content for mobile devices than for desktop computers.”

– John Worthington, Senior Analyst

Fig. 2 - Stylist magazines 123 & 124

case study

case study Fig. 3 - Google currents web page screen shot

Figs 4-8. - Screen shots of Curents app

rationale

Fig 9. - Compendium webpage

“Compendium” is a zine that intends to marry the digital and physical elements of both the ‘virtual revolution’ (BBC, 2010) and zine culture to inform our readers. It is inspired by tips and tricks that are passed down through families and friends and more recently, online platforms like YouTube. The idea sprung from the growing culture of online gurus (such as Beautycrush, MAKE magazine, pixiwoo) who people of all ages turn to in order to learn how to do something. Everything we need, can now be found online but the vast amount of data that is available is sometimes overwhelming and full of unnecessary adverts, useless information and ‘old wives tales’ that are often mistaken for a good old tip that actually works. Also, with the rise in blogs, more are becoming PR driven as magazines are by products being plugged because the writers are given them for free. (Norris, L. 2012)

We want our zine to be honest and trusted, sophisticated and slick but also quirky with the use of interesting images to represent the best tips we found. There is less emphasis on luxury brands and products as we want to spread a make do and mend culture in which people use everyday items to solve everyday problems. We want this to be the cool thing to do.To have a digital presence and create a “mutualisation” (Watson, S. 2012) we created a website (wearecompendium.blogspot.co.uk) to feature all of the tips in the zine and to add more. We also added video content of ourselves trying out the tips, making the site more engaging. Here we also categorise the tips for ease of use and have links to our social media sites encouraging site visitors to get involved.

We found that it was integral to distinguish the difference between old wives tales and tips clearly so that readers and contributors would fully understand the concept. Not only would this make our zine more trustworthy but useful and helpful as well. This was first tested when conducting primary research. St Peter’s Church in Nottingham City Centre was the first destination for research. Here we found many women who had been children during World War Two. They had witnessed first hand a make do and mend culture in which “golf balls became gas masks and mattresses became life jackets”, (Worsley, H. 2000 pg. 342) and this provided an insight into family life during and after the war. One of the problems we found when speaking to people was giving them to time to think of tips from the past. This taught us to give them examples of others we had heard to create more conversation and trigger memories.

primary research

Fig 10. - Make Do and Mend

Figs 11 & 12. - Primary research at St Peter’s Church, Nottingham

The second part of primary research took place at the Nottingham City Women’s Institute. We met many younger women whose interests lay in baking, crafts and reading so by simply talking to them we learnt many tips and tricks that they did everyday or learnt from each other to be featured in the zine. (Please see Appendix Fig A)

Finally, we thought it would be beneficial to speak to employees in shops that had the same values as us. LUSH on Clumber Street, Nottingham was perfect. (Please see Appendix Figs B-E)

primary research

Figs 13-19. - The Women’s Institute Nottingham

Fig 20. - LUSH employee tells us that her grandmother used to say “to get perfect yorkshire puddings, you must beat the living lights out of the batter”

Social networks were also used to gather tips from online communities on Facebook and Twitter. Facebook gained responses from family and friends afar whilst Twitter allowed us to approach celebrities and industry experts like Grace Woodward, stylist and judge from Britain’s Got Talent. She tweeted us telling us that using hairspray in shoes that are too big, helps your feet to stick to them, making them wearable. This made us think about using more industry experts from all sorts of professions to feature in the zine. We explored the idea of creating a “Tricks of the Trade” issue in which our experts reveal the little things they do in their working lives to get them by. This is an idea we could use in the future.

Using social networks really gave people more time to think about their responses and also sparked conversation between people as they contributed their own tips. It was also interesting to see the ranges of people contributing their ideas and being able to create and maintain constant conversation with them made it more personal for both the readers and us.

primary research

Fig 21. - Grace Woodward tweets us

Fig 22. - Interacting with our readers Fig 23. - Lots of contributions

Secondary research informed us that there were already many books, websites and blogs dedicated to sharing “Grandmother’s Wisdom” (Faber, L. 2008) but all were very wordy and did not communicate their tips in the aesthetically pleasing way that we wanted Compendium to have. Magazines also have tips and tricks pages in them that we found useful. For example this page taken from FHM is aimed at men, giving us a different audience to think about. We wanted Compendium to be much more useful and a keepsake as we feel that the content is worth a whole publication rather than just a page in a magazine.

We stored all of our research on a tumblr blog at: www.wearecompendium.tumblr.com

secondary research

Figs 24 -26. - Some books that have the same idea but are unimpressive with visuals

Fig 27. Lads mag with the same kind of idea

Fig 28. Research blog

To promote Compendium we decided to focus on and utilise some of our favourite tips: “Put Mars bars in a vodka bottle, put it in the dishwasher and you get toffee vodka”and“Wrap bacon around your neck and cover with a towel to cure a sore throat”

In particular the image visualising the tip to soothe a sore throat can be seen as quite controversial. It sparks conversations about diet and Lady Gaga’s infamous meat dress. We took advantage of this by releasing the image online and drive traffic to the Facebook page. One week prior to the launch I personally let the image go online via my Facebook profile picture, with limited amounts of information about what it meant to see how much interest it would create. Additionally I posted it onto my blog with links to Facebook, Twitter and the Compendium blog to raise likes, follows and page views.

promotion

Fig 29. - Visual representation of the bacon tip - used as a promotional ad

Figs 30 & 31. - Facebook data

promotion

Fig. 32 - Promoting on my blog

Fig 33. - Image also featured on Twitter

Consumers who have already seen Compendium online will already be aware of the brand and what we are about. They will expect to see Compendium and will hopefully be looking forward to seeing the publication due to the content and imagery. Recognition of the image released online will now have a whole new meaning as the tip behind the image is revealed in print.

For consumers who have never heard of Compendium will first see the posters featuring the same bacon image. After picking up the zine the image will be seen again as part of the front cover before they experience the rest of the imagery. All of which is original content created by the Compendium team either by hand or with a film camera. The idea to use a film camera was to strip the zine back to basics by using a traditional method with a modern twist.The call to action on the actual zine will encourage readers to like the Facebook page, follow Compendium on Twitter. Here contributions will be shared and tested, getting readers involved. Consequently, we will have more user generated content for the issue and for the website.

Facebook and Twitter will also update fans and followers on newly published video content of us testing out new tips and tricks.

the consumer journey

Fig 34. - Behind the scenes with Alice, a first year photography student who showed us the ropes

the consumer journey

Fig 35. Planning ahead

To promote even further we wrote a press release and created a press pack. We wanted our press pack to have a Survival Kit theme, with most of the things featured in the zine to appear in the box, almost like life’s necessities.

press

Fig 37-40. - Press pack, this would be sent with a survival kit, journalists would receive all of the necessary things from the zine to get them through thier everyday problems. The box would also double up as storage for their desks. This would remind them of Compendium everytime they see it.

Fig 36. - Press release

collaboration

Fig 41. - Google Compendium

Compendium: How do I brighten my toenails?

Collaborating with Google has great potential to improve the online presence, credibility and accessibility of Compendium. We would have a dedicated tab on the site called “Google Compendium” where people can type in their dilemma and gain a response with tailored video content and a quick, easy and simple tip to help them carry on with everyday life. Compendium presents ways to cut corners, sometimes to get things done in half the amount of time, without spending a lot of money and without excessively plugging products.

So what’s in it for Google?

When nobody in the room has an answer for a certain question, a common response is “Google it”. We wanted to use this idea of Google being omniscient but having personalised results to your question or to a category with video and image content. When conducting a normal Google search, the user types in “Compendium: How to cure a sore throat” and the ‘Compendium:’ bit helps Google to tailor the search results with relevant imagery and video content to explain the tip, where it came from and how effective it is. Users can discuss their experiences with the tips, comment on whether they worked, pass on new tips and therefore generate more content. All in all, Google can thrive in doing what it does best, providing results.

On a more local level, we propose a sponsor and partnership with The National Brewery Centre. We feel that the centre fits well with Compendium as it has similar brand values by celebrating home brewing in Burton on Trent. The museum within the centre explores “the social history of the development of brewing - the real life experiences and stories of the people who helped to build Burton’s world-renowned brewing reputation.” (National Brewery Centre) The toffee vodka tip featured in our zine also relates to the idea around home brewing and the potential partnership could include us appearing at the Annual Beer Festival held at the centre by having a stall with the toffee vodka and the zine, which tells you how to make it.

sponsorship

On May 5th 2012 I went to Grand Designs Live in London and found a stall selling toffee vodka called Toffoc. It was delicious and I really think that there is a market for a more sophisticated way of drinking vodka, especially if you can make it yourself.

Fig 42.. - The NBC

Fig 43. - Toffee vodka at GDL

So, whilst the death of print is being discussed, zinesters are internationally creating their own forms of print and even more of us are posting content online. We at Compendium have done both of these which has resulted in a smart and simple yet informative zine that aims to inform our readers to test and share their own tips.

Fig 44. - The Result

appendix

Fig A. Email from the WI’s president welcoming us to go along to their meeting

Fig B-E. Consent forms

Consumers like the way that UGC offers the facility for a two-way conversation between them and companies and media owners, with 55% agreeing that it is a good way for companies or the media to find out what customers think. Other key aspects of UGC are that it is seen as providing an interesting alternative viewpoint to content created by professional journalists (cited by around half) and that it improves the breadth, range and quality of what consumers read, view and listen to.

A note of caution is sounded by the two in five internet users who agree that the sheer amount of UGC is overwhelming, emphasising that website owners need to ensure that the most helpful/useful comments/reviews are always to be found near the top of the list. Added to this, a sizeable minority of around one in five say that they actively avoid reading or viewing it, indicating that operators still have some work to do when it comes to credibility. UGC is clearly influential: almost six out of ten adult internet users say they usually read reviews of products underneath their online listing, rising to around two-thirds among 16-24 year-olds. Additionally, a very attractive group to marketers - high earners with household incomes of over £50,000 a year - are notably more likely to read comments/reviews, with around two-thirds doing so.

UGC doesn’t just influence decisions, it also has a tangible effect on buying behaviour: almost half had bought something as a result of reading a review on a retailers’ website, while only slightly fewer had decided not to buy something as a result. Video reviews, while less prevalent, have also influenced around a fifth of consumers, while around 15% of adults have been influenced by a blog or Twitter feed recommendation. Again, the influence on buying behaviour is strongest among younger 16-34 year-olds and high earners.

(Mintel, 2010 Impact of User-Generated Content on Media)

The Virtual Revolution (2010) [TV programme] BBC/Open University, 2, 01/02/2010.

Longtail.com (2004) Chris Anderson - About Me. [online] Available at: http://www.longtail.com/about.html [Accessed: 22 May 2012].

Gill, M. 2012 – Adapted from a lecture: Raw vs Cooked – The Future of Independent Publishing - 17 April 2012

Academic.mintel.com (2011) Magazines - UK - September 2011 - Market Research Report. [online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/

id=588709&list=wh_items/display/id=545509 [Accessed: 22 May 2012].

Mediaweek.co.uk (2012) PPA Conference: Stylist editor reveals how free title competes in challenging market - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/1131092/PPA-

Conference-Stylist-editor-reveals-free-title-competes-challenging-market/ [Accessed: 22 May 2012].

Mediaweek.co.uk (2009) Stylist revealed as ShortList’s brand for women’s free mag - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/919843/Stylist-revealed-ShortLists-

brand-womens-free-mag/, [Accessed: 22 May 2012].

Google.com (2012) Google Currents. [online] Available at: http://www.google.com/producer/currents [Accessed: 22 May 2012].

The Virtual Revolution (2010) [TV programme] BBC/Open University, 2, 01/02/2010.

Norris, L. 2012 – Adapted from lecture: Online vs Offline - 1 May 2012

Watson, S. 2012 – Adapted from lecture: Stack Magazines – The future of publishing 15 May 2012

Worsley, H. (2007) Decades of Fashion. London: Getty Images, p.342.

Faber, L. (2008) Grandmother’s Wisdom: Good, Old-Fashioned Advice Handed Down Through the Ages. London: Michael O’Mara Books Ltd

Nationalbrewerycentre.co.uk (2012) Welcome to The National Brewery Centre. [online] Available at: http://www.nationalbrewerycentre.co.uk/ [Accessed: 22 May 2012].

references

Fig 1. - Anderson, C. (2004) The Long Tail. [image online] Available at: http://www.longtail.com/about.html. [Accessed: 18 May 2012]

Fig 2. - Stylist Magazines Issues 123 & 124 [self photographed] 23 May 2012

Fig 3. - Google (2012) Google currents web page screen shot. [image online] Available at: http://www.google.com/producer/currents [Accessed: 20 May 2012]

Figs 4, 5, 6, 7, 8. - Screen shots of Currents app [screen shot using a Samsung Google Nexus] 23 May 2012

Fig 9. - Compendium (2012) Compendium web page. [screen shot] Available at: http://wearecompendium.blogspot.co.uk [Accessed: 18 May 2012].

Fig 10. - Make Do and Mend [scanned image] Worsley, H. (2007) Decades of Fashion. London: Getty Images, p.360.

Fig 11 & 12 Primary research at St Peter’s Church, Nottingham [self photographed] May 2012

Fig 13-19. - The Women’s Institute Nottingham [self photographed] May 2012

Fig 20. - LUSH employee... [self photographed] May 2012

Fig 21. – Grace Woodward tweets us [screen shot] Available at: http://www.twitter.com/CompendiumZine 25 April 2012

Fig 22. – Interacting with our readers [screen shot] Available at: http://www.facebook.com/CompendiumZine 18 May 2012

Fig 23. Lots of contributions [screen shot] Available at: http://www.facebook.com/CompendiumZine 15 May 2012

Figs 24-26. Some books… Backwards in High Heels, Unkown (2009), www.amazon.co.uk/Backwards-High-Heels-Impossible-Female

Top Tips For Girls, Unkown (2008), www.amazon.co.uk/Top-Tips-Girls-Kate-Reardon

Grandmothers Wisdom, Unkown (2009), www.amazon.co.uk/Grandmothers-Wisdom-Old-Fashioned-Advice-Through/

Fig 27. Lads mag… [tear from magazine - issue unknown due to it being given to us]

Fig 28. - Tumblr (2012) Research blog [screen shot] Available at: http://wearecompendium.tumblr.com [Accessed: 20 May 2012]

Fig 29. - Visual representation of the bacon tip - used as a promotional ad

Figs 30 & 31. – Facebook data [screen shot] Available at: http://www.facebook.com/CompendiumZine [Accessed: 20 May 2012]

Fig 32. - Solanki, G. (2012) Promoting on my blog [screen shot] Available at: http://ginasolanki.blogspot.co.uk/ [Accessed: 23 May 2012].

Fig 33. – Image featured on Twitter [screen shot] Available at: http://www.twitter.com/CompendiumZine [Accessed: 20 May 2012]

Fig 34. – Behind the scenes... [self photographed] May 2012

Fig 35. – Planning ahead

Fig 36. – Press Release

Fig 37-40. Press Pack [self photographed] May 2012

Fig 41. Google Compendium [edited Google homepage]

Fig 42. Nationalbrewerycentre.co.uk (2012) The NBC [image online] Available at: http://www.nationalbrewerycentre.co.uk/index.htm [Accessed: 22 May 2012].

Fig 43. Toffee vodka at GDL [self photographed] 5 May 2012

Fig 44. The Result! [self photographed] 24 May 2012

list of illustrations

bibliographyBOOKS

Faber, L. (2008) Grandmother’s Wisdom: Good, Old-Fashioned Advice Handed Down Through the Ages. London: Michael O’Mara Books Ltd..

Kindersley, T. (2010) Backwards in High Heels: The Impossible Art of Being Female. Philadelphia : Running Press

Readon, K. (2008) Top Tips for Girls. London: Headline Book Publishing

Worsley, H. (2007) Decades of Fashion. London: Getty Images, p.342.

WEBSITES

Academic.mintel.com (2010) Impact of User-Generated Content on Media - UK - November 2010 - Market Research Report. [online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_re-

sults/show&/display/id=588709/display/id=539418 [Accessed: 22 May 2012].

Academic.mintel.com (2011) Magazines - UK - September 2011 - Market Research Report. [online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/

id=588709&list=wh_items/display/id=545509 [Accessed: 22 May 2012]. Gill, M. 2012 – Adapted from a lecture

Google.com (2012) Google Currents. [online] Available at: http://www.google.com/producer/currents [Accessed: 22 May 2012].

Ibtimes.com (2012) Top 10 Makeup And Hair YouTube Gurus To Help Beautify Your Life - International Business Times. [online] Available at: http://www.ibtimes.com/articles/330708/20120419/best-youtube-beau-

ty-hair-gurus-tutorials-videos.htm [Accessed: 22 May 2012].

Longtail.com (2004) Chris Anderson - About Me. [online] Available at: http://www.longtail.com/about.html [Accessed: 22 May 2012].

Mediaweek.co.uk (2012) PPA Conference: Stylist editor reveals how free title competes in challenging market - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/1131092/PPA-

Conference-Stylist-editor-reveals-free-title-competes-challenging-market/ [Accessed: 22 May 2012].

Mediaweek.co.uk (2009) Stylist revealed as ShortList’s brand for women’s free mag - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/919843/Stylist-revealed-ShortLists-

brand-womens-free-mag/, [Accessed: 22 May 2012].

Nationalbrewerycentre.co.uk (2012) Welcome to The National Brewery Centre. [online] Available at: http://www.nationalbrewerycentre.co.uk/midlands-visitor-attraction-information.htm [Accessed: 22 May 2012].

Nationalbrewerycentre.co.uk (2012) Welcome to The National Brewery Centre. [online] Available at: http://www.nationalbrewerycentre.co.uk/index.htm [Accessed: 22 May 2012].

Skurnick, L. (2012) ‘50 Shades of Grey,’ a Self-Published E-Book, Is the Future of Publishing - The Daily Beast. [online] Available at: http://www.thedailybeast.com/articles/2012/03/17/50-shades-of-grey-a-self-

published-e-book-is-the-future-of-publishing.html [Accessed: 22 May 2012].

Socialtimes.com (2011) 10 How To YouTube Channels For Creative Inspiration Seekers - SocialTimes. [online] Available at: http://socialtimes.com/how-to-youtube-channels_b34414 [Accessed: 22 May 2012].

Time.com (2010) The Meteoric Rise of YouTube - Photo Essays - TIME. [online] Available at: http://www.time.com/time/photogallery/0,29307,2019371_2189553,00.html [Accessed: 22 May 2012].

TLC Style (2012) TLC Style “50 All Natural Beauty Products You Can Make Yourself”. [online] Available at: http://tlc.howstuffworks.com/style/50-all-natural-beauty-products-you-can-make-yourself.htm [Accessed:

22 May 2012].

Viralmedia.pbworks.com (1997) viralmedia [licensed for non-commercial use only] / Thi Le. [online] Available at: http://viralmedia.pbworks.com/w/page/44850239/Thi%20Le [Accessed: 22 May 2012].

OTHER

Gill, M. 2012 – Adapted from lecture: Raw vs Cooked – The Future of Independent Publishing.- 17 April 2012

Norris, L. 2012 – Adapted from lecture: Online vs Offline. - 1 May 2012

Watson, S. 2012 – Adapted from lecture: Stack Magazines – The future of publishing.15 May 2012

The Virtual Revolution (2010) [TV programme] BBC/Open University, 2, 01/02/2010.

presentation

D&AD - MAKE YOUR MARK

BIG COMMUNICATIONS - LEICESTER

Big Communications is a creative agency based in Leicester City Centre. They work with clients like WKD, Dominoes, Joules and POLICE. They believe that “big brands need big ideas” and provide brands with digital campaigns, strategic services, PR and sales activation. The tone of voice used on their website and their overall brand is quite relaxed and the logo is loud. Here is my plan. To showcase myself in a way that relates directly to the brand.

To go BIG.

Step One|Create a larger than life sized poster of... myself

Step Two|Send it to Big HQ in a poster tube. The parcel will have nothing but myself and some instructions in it, with no name, contact number, location etc. If they want to know who I am and what I’m playing at, they will have to ask. The note inside will look something like this:

I am your new employee. To find out who I am and what I can do for Big, you must complete a challenge. Take me along to your next meeting, Take a picture of me with yourselves in the meeting and send it to me at thesecretemployee@gmail.com. Await further instructions.

Let’s see if I’m big enough for Big.

Step Three|Once I have received the email with the attached image as requested, I would remain in contact with them releasing clues about myself and leaking small snippets of my work to them. This would almost be like an online interview process in which we would both get to know each other.

Step Four|Depending on the conversation tone and success, I would reveal my true identity, set up a meeting and hopefull be employed since catching their attention!

alliance boots

live project:

A project set by Alliance Boots with the aim to improve the Boots experience for its consumers. The key considerations were to elevate brand awareness and status, make the Boots experience more credible, highlight the aspirational brands that are currently offered in-store and to be aware of competitors.

It was decided that improving the Boots shopping experience would require only one major change. The plastic bags.

The problem

After evaluating our

own experiences wit

h Boots’ competitors

and

aspirational brands,

we realised that a

consumer can purchas

e

a box of paracetamol

, a No7 foundation o

r a fragrance and be

given the same plast

ic bag for each of t

he items that have v

ery

different prices poi

nts.

TOPSHOP’s collaboration with Mary Katrantzou proved very successful. Consumers were given the incentive of taking home one of her exclusively designed bags if they spent over £50. This is an example of how packaging and carrier bags can really make a difference.

One of the aims was to get consumers to be proud of carrying

their purchases from Boots, rather than putting it into

their handbag, or using the carrier bag as a bin bag at home.

Therefore, the idea to revamp the Boots bag considers the

consumer’s actions post purchase.

Introducing new carrier bags for the whole of the beauty hal

l called

“beauty at Boots” Available in two sizes for your small purc

hases

(lipsticks, eye shadows etc) and larger for fragrances.

Buy 3 of the same Boots own brand products and receive a free limited

edition collectible canvas bag quarterly. There is the potential for

these to be different sizes resulting in a set of 2 make up sized bags

and 2 tote bags.

The Advantage CardAdvantage cardholders can reuse their bags to collect advantage card points (giving them an extra 50 points for every use). You redeem the points by scanning your bag at the till/self checkout machine and the points are added to your account.Consumers are already used to this through supermarket schemes.

At the self checkout machine the following

choices appear:

When the customer is using their own bag, they will then

scan their tote and receive their points.Customers not using self-service will have the points added

by Boots staff.When the customer chooses “I h

ave an advantage

card” this will appear:

The power of t

witter

Twitter will be used with an account called

“BeautyAtBoots” on which offers will be announced and

the #tag can be used to track peoples beauty purchases

and conversation can be maintained with consumers.

The idea can be easily trialled as the success easily tracked on

twitter. The suggested places for trial in a main store, a pharmacy

and a GP located store

How could it be developed further?

Advantage cardholders have the opportunity to vote for the next bag design and enter competitions to design their own.

BERLIN BLOG

GINAMEETSGERMANY.BLOGSPOT.COM

An online blog to document the Ber

lin research trip in January 2012.

HTTP://WWW.GINAMEETSGERMANY.BLOGSPOT.COM

development:

self promotion

Since the last semester, I have developed my blog and self promotion identity at GinaSolanki.blogspot.co.uk

I have set up my CV online which requires a password to access. I am really proud that I taught myself how to do this and have used the feature whilst speaking to creative agencies.

WORK EXPERIENCE

Backstage dresse

r for Jasper Gar

vida at

London Fashion W

eek February 201

2.