Rikki Tafoya Student Portfolio

Rikki Melina Tafoya

Portfolio

DeconstructProduct Development

DECONSTRUCT

ABOUT THE BRAND

The Deconstruct product line brings a new twist to Steampunk style, and combines it with modern androgyny. This unisex collection combines lush fabrics with tattered edges, steadfast hardware, and tenacious accessories.

Prepared to enter stores for Fall/Winter 2013, Deconstruct hopes to bend gender perception and empower young unique people of all shapes, and colors.

Brand essence

PAST. PRESENT. FUTURE.

Deconstruct pulls inspiration from the lives and emotions of its customers. We’re in touch with their fears, dreams, and opinions. We read up on them, we hang out with them, we’ve immersed ourselves in their culture so much that we’ve blurred the line between where we end and they begin.

We’re inspired by who they are, and who they hope to become.

Message to Customer:

“Deconstruct is inspired by the many faces of you. Whether you’re a fashion influencer or fashion vigilante.

We’re inspired by your past, just as much as by who you are right now. We’re inspired by all that you are and who you wish to become.”

Branding Elements

PRIMARY TYPEFACE PUNK KID o 1 2 3 4 5 6 7 8 9 A b c d e f g h i j k l m n o p q r s t u v w x y z

SECONDARY TYPEFACEEUROSTILE 0123456789 a b c d e f g h i j k l m n o p q r t u v w x y z

Dust (51%)71, 66, 65, 72

Camel26, 29, 49, 0

Snow0, 0, 0, 0

Raven0, 0, 0, 100

Color Palette Logo

Packaging Details

Shopping BagHangtagGift Box

Have You Seen This Person?

Deconstruct’s primary market consists of fashion-forward men and women between the ages of 18 and 35 with an average gross annual income of $54,000. These Gen-X and Gen-Y individuals are urban dwellers living in major metropolitan areas like New York City, Los Angeles, Seattle, and San Francisco.

Their unique and powerful sense of style is a means of expression and also a slight to social norms. They reject the “American Dream” and are unmarried, without children. The men and women of Deconstruct are educated, well-informed and socially active. They excel in professional fields ranging from Graphic Design to Political Science.

They’re hard-at-work and hard-at-play, never missing a live concert or gallery opening. They are innovators, Mac’s, and thought-leaders who are enthusiastic about technology, politics, and fashion. They’re spending their cash and their free time at bars, shopping at All Saints or Diesel, and grabbing QR codes for anything that intrigues them.

http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=../Segments/snapshot.jsp&menuid=91&submenuid=911

target customer

f/w 2o13 Color & Fabric Story

Colors Fabrics

BruisePantone PMS 5265

AshPantone 433

PetalPantone PMS 437

DuskPantone PMS 533

RavenPantone Black 5 2x

Crochet

Leather

Selvedge Denim

Cotton Jersey

Gabardine Wool

Dorsal Assortment

Flight of Night Tee100% Cotton JerseySizes: XS-XLColors: Raven, PetalRetail: $89.00

Dove’s Tail Tee100% Cotton JerseySizes: XS-XLColors: Ash, PetalRetail: $89.00

Tattered & Torn Tee100% Cotton JerseySizes: XS-XLColors: Ash, RavenRetail: $89.00

New Pharoah Tee100% Cotton JerseySizes: XS-XLColors: RavenRetail: $129.00

The Raven Sweater100% CashmereSizes: XS-XLColors: RavenRetail: $265.00

Top Gunner Jacket100% PolyamideSizes: XS-XLColors: RavenRetail: $299.00

The Easy Rider100% Genuine LeatherSizes: XS-XLColors: RavenRetail: $350.00

The Mad Max SweaterLinen CrochetSizes: XS-XLColors: Dusk, PetalRetail: $189.00

Ventral Assortment

Stand Tall Chino Pant100% Cotton Sizes: XS-XLColors: Raven, DuskRetail: $165.00

The Marching Pant100% WoolSizes: XS-XLColors: Raven, PetalRetail: $189.00

The Newspaper Kid Pant100% WoolSizes: XS-XLColors: Ash, BruiseRetail: $225.00

The Slacker Pant80/20 Cotton Polyester BlendSizes: XS-XLColors: Raven, AshRetail: $195.00

The New Idea Denim100% Selvedge DenimSizes: XS-XLColors: Raven (wash)Retail: $189.00

The Picnic Short100% Selvedge DenimSizes: XS-XLColors: Bruise (wash)Retail: $129.00

The Picnic Short in Corduroy100% Fine CorduroySizes: XS-XLColors: Raven (wash)Retail: $129.00

The Baseball Boy Short100% WoolSizes: XS-XLColors: Raven, AshRetail: $165.00

storefront visuals

Window visuals for Deconstruct will reflect a youthful rebellion and fashion forward style. Our customers will immediately identify with the imagery we use because we combine modern fashion and images of well-known punk pioneers (to the left, we use Iggy Pop as a primary visual element).

Deconstruct also uses controversial imagery to identify with our customers because we understand the struggles they experience in life. We use our window displays as an opportunity to create a bond, establish unity, and express our opinion - just as we encourage our customers to express theirs.

Social Media Presence

Our social media tactics will include a multi-site strategy which offers consistency in branding, interests, and the information we communicate to the public. Our Twitter, Facebook and Pinterest profiles will host a variety of information regarding sales and in-store events to create DIY punk rock clothing and trunk shows.

Unlike most fashion brands, we will also utilize these pages as a means of communicating and creating a bond directly with our customers. We’ll take this opportunity to answer questions, support other local companies, and start a healthy dialog about issues that are important to us and our customers.

Fatty Cakes Cupcake Shop Retail Store Management

Fatty Cakes offers gourmet, classic desserts to enthusiasts in the San Francisco Bay Area. We pride ourselves on offering “traditional desserts with a twist” which are reasonably priced, giving our customers their money’s worth. Our seasoned bakers and friendly staff will help our customers explore new culinary tastes and create a “third place” for our customers to enjoy.

Who We Are: Traditional with a twist, Appealing, Dessert Enthusiasts, Fairly priced, Back to basics, Humorous, Wholesome, Foodies, Creative, Tasty, Plentiful, Variety, Friendly, Quality Ingredients, Genuine, Service, Fresh

Who We Are Not: Complicated, Cookie-cutter, Boring, Stuffy, Overpriced, Health-conscious, Vegan, Gluten-free, Superficial, Tasteless, Unsatisfactory, Stale, Average

Company Description

Fatty Cakes first location will be in Noe Valley, which is an up-and-coming shopping neighborhood in San Francisco. The Noe Valley neighborhood offers a variety of restaurants, specialty shops, and boutiques.

This area experiences dense foot traffic - especially on weekends - and is home to the working class, dot.com millionaires, and is the punch line to jokes about stroller populations. Noe Valley has a plethora of retaurants, salons, furniture, and clothing stores from which to choose. Fortunately for Fatty Cakes, the Valleyans lack a wholesome specialty cupcake boutique from which to purchase their desserts.

Major competitors in San Francisco include well-known cupcakeries such as Kara’s Cupcakes, Cako, and locally-owned bakeries Noe Valley Bakery.

Meet Karen...

She is a 32 year old, married mother of one currently residing in Noe Valley. She’s a college graduate, registered voter, and avid supporter of American Cancer Society and other non-profit organizations. Every year she participates in the SF Aids Walk and Race for the Cure, San Francisco Breast Cancer Walk.

Karen’s primary language is English, but she has learned to speak small amounts of Spanish and French throughout her worldly travels. She’s a multi-tasking extraordinaire who balances marriage, children, and a career as a Publicist.

In her spare time she enjoys the outdoors, reading fashion magazines, and socializing with a close-knit group of friends. She’s a member at Noe Valley Gym, rents her movies at Video Wave and advocates for local businesses.

Our First Location

Our Customer

C....25M...0Y....10K....3

R....182G....220B....222

Pantone DS 251-7c Pantone DS 186-4uC....65M...65Y....0K....15

R....95G....90B....153

Pantone DS 149-4cC....0M...60Y....0K....5

R....229G....128B....173

Pantone DS 5-3cC....0M...15Y....75K....0

R....255G....214B....92

BUBBLEGUMABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 !@#$%^&*?

Sunshine in My Soula b c d e f g h i j k l m n o p q r s t u v w x y z0 1 2 3 4 5 6 7 8 9 ! @ # % ^ ?

Branding Elements

Pantone Black CC....0M...0Y....0K....100

R....0G...0B....0

Pantone PMS 465C....22M...30Y....71K....0

R....201G....171B....101

Pantone PMS 476C....46M...62Y....85K....44

R....96G....69B....40

Packaging Elements

Fatty Cakes Will...

We will have customers share their ideas and inspirations for their love of baking through our in-store Thought Box, website, and mobile app.

For Mother’s Day and Father’s Day we will have cupcake workshops for children to create special cupcakes for their parents.

In addition, we will offer support to any man looking to take the next step in his relationship. We’ll give tasty tips for menu-planning for everything from first date to proposal and beyond.

For Any Occasion...

We offer specialty desserts and cupcake arrangements for all of life’s milestones including marriage proposals, engagements, bridal showers, weddings, baby showers, baby’s 1st birthday and anniversaries.

Fatty Cakes strives to...

We strive to create an emotional connection with our customers by making them feel “at home” and “understood”. Our idea is to create a Third Place environment where people can come sit and relax with their friends and family. We want to become a household name which is trusted and relied upon for all the important occasions in their lives.

Creating an Emotional Connection

Current Trends

Customization

It’s a Buyers Market...

A high overall demand for personalized products in today’s market has lead to mass customization in all genres; thus, there is a niche market for designer desserts. As manufacturing and distribution becomes more streamline, the markets become more saturated, thus increasing any companies need for a competitive advantage.

In the pastry industry, customization is often only offered on a special-order-basis for which minimum orders are required.

At Fatty Cakes, providing “Couture Cupcakes” is our competitive advantage.They are not customized for each individual customer but towards our target market. Innovations include:

•FashionCupcakes:Basedoncurrenttrendsin prints, colors, and accessories •ChildrensCupcakes:Animals,cartoons,etc.

Current Trends

Fatty Cakes’ main platform for communications and education will be through modern technology such as the iPad, mobile apps, and e-learning modules. We offer mobile apps, as well as an online site for ordering to offer convenience for our customers. Utilizing modern POS software through Apple devices will benefit both Fatty Cakes and the customer by reducing our carbon footprint, and by appealing to our customers modern sensibilities.

New Technology

Fatty Cake’s aims to take inspiration from Cupcakeries such as Joy, American Cupcake, and MORE. We will combine modern and innovative design concepts with classic bakery aethetics to create a fun, interactive atmosphere for our customers.

Innovative Displays

We Stay Connected...

Fatty Cakes stays active on social media websites such as Facebook, Twitter, Instagram, and Flickr. We’re also connected to our customers through our mobile app and online store.

We Communicate...

•NewFlavors•Newpromotions•Currentevents•FAQ’sfromcustomers

Social Media Marketing

We Hope To...

•Encouragecustomerstocomeintothe store and shop•Inspireourcustomerstobecomeactive and interested in our company

On-boarding Materials

Promotional Calendar

February 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29

GRAND OPENINGFLAVOR OF MONTH- STRAWBERRY CUPCAKE

MONTHLY SALES GOAL: $23,608WEEKLY SALES GOAL: $5,902

TASTY TUESDAY WORKSHOPS

PRESIDENTS DAY

LINCOLN’S BIRTHDAY VALENTINE’S DAY

VALENTINE’S PROMOVALENTINE’S PROMO




TASTE & CHAMPANGE BRUNCH


March 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 31





FLAVOR OF MONTH- MINT CHOCOLATE CHIP

ST. PATRICK’S DAY



15% OFF TO ANYONE WEARING GREEN OR PURCHASING CUPCAKE OF MONTH - TODAY ONLY

April 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6 7

8 9 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30





FLAVOR OF MONTH- BANANA SPLIT

EASTER

EARTH DAY

APRIL FOOL’S DAY



EASTER PROMO-EASTER BUNNY VISITS STORE

May 2012Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31






FLAVOR OF MONTH- COOKIES ‘N CREAM

MOTHER’S DAY

CINCO DE MAYO

MEMORIAL DAY



SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY

SPECIAL ME & MOM WORKSHOP FOR MOTHER’S DAY

Merchandise Assortment

First Year Sales Plan

STYLEDESCRIPTION RETAIL WeeklySalesGoal(Units) Weekly$Sold 6‐monthSalesGoal(Units) 6‐month$Sold

VanillaCake/VanillaFros/ng $4.00 12 $48.00 312 $1,248.00

LemonRaspberryCake/VanillaBeanBuBercream

Fros/ng $4.00 12 $48.00 312 $1,248.00

ChocolateCake/VanillaFros/ng $4.00 12 $48.00 312 $1,248.00

ChocolateCake/ChocolateFros/ng $4.00 12 $48.00 312 $1,248.00

RedVelvetCake/CreamCheeseFros/ng $4.00 12 $48.00 312 $1,248.00

Subtotal Classifica.on ‐ Fa2y Cakes $240.00 0 $6,240.00

VanillaCake/VanillaFros/ng $3.50 132 $462.00 3432 $12,012.00


Fros/ng $3.50 132 $462.00 3432 $12,012.00

ChocolateCake/VanillaFros/ng $3.50 132 $462.00 3432 $12,012.00


RedVelvetCake/CreamCheeseFros/ng $3.50 132 $462.00 3432 $12,012.00

VanillaCake/ChocolateFros/ng $3.50 132 $462.00 3432 $12,012.00

Subtotal Classifica.on ‐ Regular Cakes $2,772.00 0 $72,072.00


VanillaCake/ChocolateFros/ng $2.00 36 $72.00 936 $1,872.00


Fros/ng $2.00 36 $72.00 936 $1,872.00

BananaCake/CaramelBuBercreamFros/ng $2.00 36 $72.00 936 $1,872.00

GermanChocolate/CaramelBuBercreamFros/ng $2.00 36 $72.00 936 $1,872.00

CarrotCake/CreamCheeseFros/ng $2.00 36 $72.00 936 $1,872.00

Subtotal Classifica.on ‐ Mini Cakes $432.00 0 $11,232.00

February:StrawberryCake $3.50 84 $294.00 2184 $7,644.00

March:MintChocolateChip $3.50 84 $294.00 2184 $7,644.00

April:BananaSplit $3.50 84 $294.00 2184 $7,644.00

May:Cookies'nCream $3.50 84 $294.00 2184 $7,644.00

June:RainbowCake $3.50 84 $294.00 2184 $7,644.00

July:S'mores $3.50 84 $294.00 2184 $7,644.00

Subtotal Classifica.on ‐ Flavor of the Month (Standard Size Only) $1,764.00 0 $45,864.00

WholeMilk $2.00 20 $40.00 520 $1,040.00

ReducedFatMilk $2.00 20 $40.00 520 $1,040.00

ChocolateMilk $2.00 20 $40.00 520 $1,040.00

AppleJuice $2.00 20 $40.00 520 $1,040.00

OrangeJuice $2.00 20 $40.00 520 $1,040.00

Water $2.00 20 $40.00 520 $1,040.00

Subtotal Classifica.on ‐ Beverages $240.00 0 $6,240.00

6‐MonthTotalSales $141,648.00

RentalSpace $27,000.00

OperaRonalCosts $6,000.00

Wages $60,744.68

Profits $47,903.32

Au Courant Bicycle ShopApparel MarketingBusiness OwnershipHuman Resource Management

Executive Summary

Au Courant was created to provide products and services to men and women between the ages of 15-45 living in the San Francisco Bay Area. The vision was to offer quality streetwear and fixed gear bicycles to our target market, while satisfying a lifestyle and community niche.

Our small Hayes Valley location, with a wide selection of men’s and women’s clothing, and quality bicycle parts, will position us as a “one-stop-shop” for our customers.

Mission Statement

Au Courant brings men’s and women’s streetwear apparel and fixed gear bicycles to customers in the San Francisco Bay Area. Using our extensive product knowledge in both fashion and bicycles, we will always carry the latest in quality products.

We employ knowledgeable sales staff and experienced bicycle technicians who are ready and willing to help. We encourage and educate our employees on techniques for safe riding and repairs. Providing trusted, high-quality bicycles and clothing are our top priorities.

Location

Since we are a small retail location, it is important to create minimal distance between management, and the daily operations of the store. Au Courant’s back office and retail space will share the same venue in Hayes Valley:

500 Laguna Street San Francisco, CA 94102 Estimated Square Footage: 9,999

Benefits of this location:•Locatedonthewiggle•Upandcomingshoppingarea:New boutiques, restaurants and bars•CornerspacevisiblefromLagunaSt.and Fell St.•Full-frontwindowsprovideprime merchandising space•Locatednearpublictransportation (Muni 71, 21, 5)

Disadvantages of this location:•Limitedparking•Expensiverent

Primary Target Market: The Recreational Rider

This is Jeff. He’s a 21-year old photography student in San Francisco. He works part time in a clothing store and spends his extra cash on new clothes, parties, and bike parts. He would describe himself as having a laid back personality; he’s the type of person who just wants to have a good time and capture life. He enjoys active sports like skateboarding, bike riding, and snowboarding. Anywhere you find him playing hard, he’ll have his camera handy.

Jeff is always looking for what’s new in streetwear and he frequently shops in smaller boutiques on Haight Street like TRUE and Stussy. He follows lifestyle bloggers on Tumblr.com as a means of finding out what’s current. If he sees something he likes, he’s most likely to order it online to avoid shopping crowds. He’s got a limited attention-span for shopping and thinks the ideal situation is a place he can buy everything.

Secondary Target Market: The Bike Messenger

Kyle is the image of an introvert with a wild streak. He’s a 30-year old bike messenger with a Bachelor’s Degree in Environmental Science. Kyle likes to live simply; he is vegetarian, supports the use of public transportation (or bikes!) and doesn’t need a lot of material things to be happy. He spends his free time with friends doing something relaxing; he enjoys hiking, and being outdoors. He doesn’t enjoy large crowds, so it’s rare that you’ll find him out at a bar on a Saturday night.

When shopping, he is more concerned with the quality and durability of the goods, because he’s always on his bike. It’s worth it to Kyle to spend just a little bit more to have a messenger bag that is functional and won’t rip.

Building Value

Establishing Relationships

Au Courant builds customer relationships by providing a combination of personal assistance and self-service in our retail environment. We provide a centrally located place for bicycle enthusiasts to shop for fashionable streetwear and bicycles. Our customers seek a friendly, reliable resource for their shopping needs, that has reasonable prices and takes them out of the major, overcrowded shopping areas in San Francisco.

We deliver value to our customer by being their One-Stop-Shop. Our sales staff adds convenience to their experience by always being ready to help. We keep our retail location fully-stocked and offer an option for special ordering.

Our products are customizable, built-for-speed, and always fresh on the market. We do not offer complete build bikes, and we encourage our customers to build a bike that is right for their specific needs - we’re here to help. We are the first store of our kind to enter the local market.

Merchandise Assortment

Brand: COMUNEStyle: The Kelly JeansSizes: 28-38WRetail: $59.00

Brand: MishkaStyle: The Boris Skinny JeanSizes: 28-40WRetail: $77.00

Brand: Naked & FamousStyle: Skinny Guy SelvedgeSizes: 28-38WRetail: $140.00

Brand: Billionaire Boys ClubStyle: Mascot Baseball TeeSizes: S-XXLRetail: $70.00

Brand: WeSCStyle: Allesandro JeanSizes: 28-38Retail: $100.00

Brand: 10 DeepStyle: Signature 5Sizes: 28-38WRetail: $112.00

Brand: ObeyStyle: Trademark TeeSizes: S-XXLRetail: $40.00

Brand: ObeyStyle: Blanket CardiganSizes: S-XXLRetail: $106.00

Brand: MishkaStyle: The Bully PoloSizes: S-XXLRetail: $70.00

Brand: FreshjiveStyle: The Yule CardiganSizes: S-XXLRetail: $140.00

Company Handbook

Au Courant’s Company Handbook is a tool provided to new employees that outlines the company culture and policies. It offers an opportunity for a transparent policy program within the company, and empowers all employees to know their rights and benefits.

In addition, the Company Handbook serves as a training tool for Managers, and helps implement a ‘checks and balances’ system in which employees can be held accountable for their actions as a representative of Au Courant.

This handbook was created in order to reinforce the company policies which have become ingrained into the D.N.A. of Au Courant as a premier San Francisco retailer. Through its implementation, we hope to empower our staff to help us create a positive experience for every customer and every Au Courant employee.

Store DesignFeature Presentation•WoodPalette

Bags & Shoes:•Messengerbags•Lowprofileriding shoes

Lounge Area•Leathercouch

Visual Display:•Bicycleonstand

Parts Counter:•Tires•Tubes•Tools

Back Wall:•Messengerbags•Outerwear

Apparel:•Fashiondenim•T-shirts

Weatherproof Apparel:•Outershell•glovesandhats

Mannequin Display

Where’s My Water?Advertising Sales & Ratings

Company Overview

“Where’s My Water?” is a fun, physics-based game featuring Swampy the Alligator and his quest to take a shower. Throughout the game, players help navigate Swampy through sewer systems and dig through subterranean layers of the Earth to help bring water to Swampy’s bath tub. Swampy’s adventure is available for Apple and Android mobile devices including the iPad.

Key Features:•Over140levels•Puzzle-basedgame•AvailableinFreeandPaidversions•MotiongraphicscreatedbydesignersofJellycar’sSquishyWorld

Meet the Gang...

Swampy is a lovable outcast living in the sewers with the other alligators. He loves to shower, and the other alligators don’t understand why.

Unbeknownst to him, the other alligators have been routinely tampering with his plumbing to prevent him from showering.

Cranky the alligator is the brains behind the operation to stop Swampy’s showers. He resents the humans who live above them because they throw all their trash into the

sewers and ruin the alligator’s home. He is disgusted by Swampy’s resemblance to humans through his desire to be clean.

Allie finds Swampy’s quirks endearing and over time begins to favor him over Cranky.

Swampy Allie

Cranky

Advertising Dilemma

Currently...

DIMG currently holds 5.5% of Gaming Market Share in close competition with EA and exceeded greatly by Zynga. Smaller start-up gaming companies make up a combined 48.9% of market share. We believe that Disney’s low market share is directly related to their advertising and marketing support.

2010GamingIndustryMarketShare

DIMG

Zynga

EA

SmallerCompanies

Moving Forward...

DIMG will be launching a Pay--Per-Click Campaign to maximize their online presence. This campaign will target a specific audience based on market research and keyword search volume results. DIMG will execute this campaign in order to increase market share and increase users for “Where’s My Water?”

Advertising O.S.T.

Objective: To promote “Where’s My Water?” to families and gaming enthusiasts in the U.S. and increase market share within the gaming community. Strategy: To invest $1,814,151.00 of Disney’s Annual Revenue (0.24%) towards the 2012 Advertising Budget.•TraditionalAdvertising:$1,397,972.00(77.06%)•Non-traditionalAdvertising:$416,179.00(22.94%)

Tactic: To run traditional advertising in Disney’s Family Fun Magazine and Wired Magazine. Non-traditional Advertising will be displayed on Facebook, Parenting.com, and with the implementation of the Google Ad Network.

2010 Game Industry Market Share

Thinking & FeelingEllie thinks about taking a less strenuous position at work frequently - she worries that she is not spending enough quality time with her family. She enjoys engaging with her family and enjoys the opportunity to be a kid again by playing games with her husband and children.

HearingShe hears new technology news from her family and friends - her children want the newest gadgets and games. She frequently socializes through interactive games with friends on social media sites.

SeeingShe sees her children growing up quickly and the dynamic within her household changing dramatically. This leads her to seek out new ways to connect with her family. She sees her friends and their families on Facebook and Pinterest. and She sees her youngest child navigate his way through an Apple IPad with ease.

PainsShe doesn’t know of enough multi-platform games that are All Ages. Ellie also wishes she could find problem solving games that were more engaging to her children. Console games can be expensive and she wants to spend less.

GainsEllie has a new educational All Ages game to play with her kids. She spends less money and can play the game on multiple platforms. She enjoys the game just as much as her kids do!

Empathy MapEllie, 41Human Resource Generalist Mother

Keyword Development

EAGames

DisneyGamesforKids

DisneyOnlineGames

Where’sMyWater?

Compe<<on

Product

Brand

Puzzlegame

Swampythealligator

MobileGame

MobileApplica<on

DisneyApplica<ons

Zynga

Seedlist Brainstorm Keyword Expansion

Google Display Advertisement Priority Keywords

Disney Games - Mobile!Where’s My Water?Available online or mobile!Disney.go.com/wheresmywater/

•Disney

•DisneyGame

•DisneyChannelGames

KeywordGlobal Monthly Searches

Local Monthly Searches (United States)

disney 68000000 24900000www disney 68000000 24900000disney channel 9140000 3350000www disney channel 9140000 3350000disney world 6120000 4090000world of disney 6120000 4090000world disney 6120000 4090000walt disney 4090000 2240000disney land 2740000 1000000walt disney world 2740000 1830000disney game 2240000 1220000disney junior 2240000 550000disney jr 1830000 550000disney movie 1500000 673000disney movies 1500000 673000disney princess 1500000 673000princess disney 1500000 673000the disney store 1220000 550000disney store 1220000 550000disney channel games 823000 450000games disney channel 823000 450000disney videos 823000 301000

Advertising BudgetDisney Interactive Media Group“That’s So Swampy” Advertising Campaign

6

Annual Advertising Allocation 2012

Annual Revenue*% of Revenue Annual Budget Options

$ 761,000,000.00 0.0625% $ 475,625.00 $ 761,000,000.00 0.0833% $ 634,141.30 $ 761,000,000.00 0.125% $ 951,250.00 $ 761,000,000.00 0.24% $ 1,397,972.00 $ 761,000,000.00 0.16% $ 1,217,600.00 $ 761,000,000.00 0.25% $ 1,902,500.00

Overall Advertising Allocation 0.24% $ 1,814,151.00 Traditional Advertising 77.06% $ 1,397,972.00 Non-Traditional Advertising 22.94% $ 416,179.00

Total 100.00% $ 1,814,151.00

Sources:

http://corporate.disney.go.com/investors/annual_reports/2010/financials_highlights.html

Disney Interactive Media Group“That’s So Swampy” Advertising Campaign

7

Traditional Media

January Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad

1/2 Page Ad $ 114,080.00 $ 2,100,000.00 $ 54.32 Wired Magazine 1/2 Page Ad

1/3 Page Ad Total $ 114,080.00 $ 2,100,000.00 $ 54.32

February Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad

1/2 Page AdWired Magazine 1/2 Page Ad $ 50,622.00 $ 800,000.00 $ 63.28

1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28

March Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad


1/3 Page AdTotal $ 114,080.00 $ 2,100,000.00 $ 54.32

April Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad


1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28

May Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad


1/3 Page AdTotal $ 50,622.00 $ 800,000.00 $ 63.28


8

June Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad


1/3 Page AdTotal $ 114,080.00 $ 2,100,000.00 $ 54.32

July Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad

1/2 Page AdWired Magazine 1/2 Page Ad

1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 73,132.00 $ 800,000.00 $ 91.42

August Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54


1/3 Page AdTotal $ 190,130.00 $ 2,100,000.00 $ 90.54

September Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad


1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 73,132.00 $ 800,000.00 $ 91.42

October Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad

1/2 Page Ad $ 114,080.00 $21,000,000.00 $ 5.43 Wired Magazine 1/2 Page Ad

1/3 Page Ad

Total $ 114,080.00 $21,000,000.00 $ 5.43


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November Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54


1/3 Page AdTotal $ 190,130.00 $ 2,100,000.00 $ 90.54

December Media Ad Description Media Spend Impressions CPM Disney's Family Fun Magazine Full Page Ad $ 190,130.00 $ 2,100,000.00 $ 90.54


1/3 Page Ad $ 73,132.00 $ 800,000.00 $ 91.42 Total $ 263,262.00 $ 2,900,000.00 $ 181.95

Total Media Ad Description Media Spend Disney's Family Fun Magazine Full Page Ad $ 570,390.00

1/2 Page Ad $ 456,320.00 Wired Magazine 1/2 Page Ad $ 151,866.00

1/3 Page Ad $ 219,396.00 Total $ 1,379,972.00

Traditional Media Placements

Non-Traditional Media Placements


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Non-traditional Media

MediaMax Daily Impressions CPM CPC Cost Per Day

Facebook 535,714 $ 1.26 $ 675.00 Parenting.com (728x90) 13,320 $ 25.00 $ 333.00 Parenting.com (30x250) 11,100 $ 30.00 $ 333.00 Video Campaign 87 230 $ 0.23 $ 20.00 Google Ad Network 80,000 $ 0.25 $ 20.00 Total $ 1,381.00

Formulas for Reference (Used Above)

Daily Impressions = (Cost per Day/CPM)*1000 CPM = (Daily Impressions/Cost per Day)/1000 Cost per Day = (Daily Impressions/CPM)/1000

Sample Google Display Advertisement

Assigned Keywords:

Disney Mobile Games Where’s My Water? Available online or mobile! Disney.go.com/wheresmywater/

• Disney• Disney Game• Disney Games• Disney Kids Games• Disney Childrens Games• Disney swampy

• Disney Application• Disney Mobile

Application• Disney app• Disney apps• Disney wheres my water

Disney Interactive Media Group

“That’s So Swampy” Advertising Campaign

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Non-traditional Media Allocation

January

Media Media Spend Monthly Impressions

Facebook $ 20,925.00 16,607,143

Parenting.com (728x90)


Video Campaign

Google Ad Network $ 620.00 2,480,000

Total $ 21,545.00 19,087,143

February


Facebook $ 18,900.00 15,000,000



Video Campaign


Total $ 19,460.00 17,240,000

March


Facebook $ 20,925.00 16,607,143

Parenting.com (728x90) $ 9,990.00 412,920

Parenting.com (30x250) $ 9,990.00 344,100

Video Campaign


Total $ 41,525.00 19,844,163

April


Facebook $ 20,250.00 16,071,429

Parenting.com (728x90) $ 9,990.00 13,320

Parenting.com (30x250) $ 9,990.00 11,100

Video Campaign


Total $ 40,830.00 18,495,849


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Non-traditional Media Allocation

Ad Buys Allocation Actual Ad BuyTotal Traditional Advertising $1,397,972.00 $ 1,397,972.00 Total Non-Traditional Advertising $ 416,179.00 $ 416,179.00 Grand Total $1,814,151.00 $ 1,814,151.00

JanuaryMedia Media Spend Monthly ImpressionsFacebook $ 20,925.00 16,607,143 Parenting.com (728x90)Parenting.com (30x250)Video CampaignGoogle Ad Network $ 620.00 2,480,000 Total $ 21,545.00 19,087,143

FebruaryMedia Media Spend Monthly ImpressionsFacebook $ 18,900.00 15,000,000 Parenting.com (728x90)Parenting.com (30x250)Video CampaignGoogle Ad Network $ 560.00 2,240,000 Total $ 19,460.00 17,240,000

MarchMedia Media Spend Monthly ImpressionsFacebook $ 20,925.00 16,607,143 Parenting.com (728x90) $ 9,990.00 412,920 Parenting.com (30x250) $ 9,990.00 344,100 Video CampaignGoogle Ad Network $ 620.00 2,480,000 Total $ 41,525.00 19,844,163



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Total

Media Media Spend

Facebook $ 246,375.00

Parenting.com (728x90) $ 81,252.00

Parenting.com (30x250) $ 81,252.00

Video Campaign

Google Ad Network $ 7,300.00

Total $ 416,179.00

Explanation of Media Purchases

Traditional Advertising:

The strategy for purchasing traditional advertising is to purchase print ads in leading

magazines for technology enthusiasts and parents who can be influenced to purchase

Disney’s Where’s My Water?.



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May


Facebook $ 20,925.00 16,607,143

Parenting.com (728x90) $ 10,323.00 412,920

Parenting.com (30x250) $ 10,323.00 344,100

Video Campaign


Total $ 42,191.00 19,844,163

June


Facebook $ 20,250.00 16,071,429

Parenting.com (728x90) $ 9,990.00 399,600

Parenting.com (30x250) $ 9,990.00 333,000

Video Campaign


Total $ 40,830.00 19,204,029

July


Facebook $ 20,925.00 16,607,143

Parenting.com (728x90) $ 10,323.00 412,920

Parenting.com (30x250) $ 10,323.00 344,100

Video Campaign


Total $ 42,191.00 19,844,163

August


Facebook $ 20,925.00 16,607,143

Parenting.com (728x90) $ 10,323.00 412,920

Parenting.com (30x250) $ 10,323.00 344,100

Video Campaign


Total $ 42,191.00 19,844,163



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September


Facebook $ 20,250.00 16,071,429



Video Campaign


Total $ 20,850.00 18,471,429

October


Facebook $ 20,925.00 16,607,143



Video Campaign


Total $ 21,545.00 19,087,143

November


Facebook $ 20,250.00 16,071,429

Parenting.com (728x90) $ 9,990.00 399,600

Parenting.com (30x250) $ 9,990.00 333,000

Video Campaign


Total $ 40,830.00 19,204,029

December


Facebook $ 20,925.00 16,607,143

Parenting.com (728x90) $ 10,323.00 412,920

Parenting.com (30x250) $ 10,323.00 344,100

Video Campaign


Total $ 42,191.00 19,844,163

Credits

Colleagues Involved:Bernice Zambrano

Rachel Smith

Editors:Mung Lar LamGeetika GuptaAmy Kweskin

Bernice ZambranoAndrea De Ocera

Andrew Hart

Printhouse:SF Print

Rikki Tafoya Student Portfolio

Documents

Transcript of Rikki Tafoya Student Portfolio