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Table of Contents
New York Times
Jen Pi AP Meghan Teela AP Vanessa Castaneda AD Eric Roller CW
Jen Pi AP Meghan Teela AP Vanessa Castaneda AD Eric Roller CW
Jen Pi AP Meghan Teela AP Vanessa Castaneda AD Eric Roller CW
In the Winter of 2009, the New York Times visited the planning class to seek our help with branding problems they were having. Decrease in paper sales brought on by the digital revolution has forced newspapers to migrate to the web to establish an online presence.
Case Study: NYTimes.com
MAKE THE DIGITAL REALM UNCOMFORTABLE
The advent of the internet has forced New York Times to migrate to the online world. In efforts to carve a space in the digital realm, newspapers are realizing the online model is a different animal from the print model they have grown accustomed to. Having great success as a newspaper, NYT is feeling the backlash of being know as the newspaper, or “grey lady” and therefore battling the perception of the ‘newspaper on the web.
NYTimes believes in the power of the conversation. “I read it in the New York Times” is often plugged in at the end of statements as a declaration and artillery for assertive statements in order to shed knowledge on a given issue. They live for telling stories and inspiring people with its rich content. The brand is progressing and what naturally evolves from conversation and an exchange of stories is a connection.
LEVERAGE THE BRAND
To address the perception issue, caution will need to be taken not to alienate or confuse current newspaper subscribers. Therefore, how does NYT engage a generation where the emotional attachment and association to the tangibility of the newspapers is slowly fading, at the same time preserving the paper loyalists who have catapulted the brand to the success it is today.
MAKE NEW FRIENDS & KEEP THE OLD
THE ONLINE CONTENT EXPERIENCE NEEDS A TRUSTED, INNOVATIVE LEADER
To preserve paper readers, NYTimes.com will be positioned separately from the NYT Company and will speak to a new audience where the message will stimulate participation, rather than alienate and exclude.
The digital audience are tech savvy, and dependent citizens of the webisphere who defy the norms of traditional audience categorical description. They live in the know, are self-starters, dreamers, and purveyors of the future and all things innovative. They are the perfect dinner party dates.
THE PAPER IS SEPARATE
IDEA GENERATORS OF TOMORROW
Online news and information is free, open, yet often unverified.
FREE CAN BE UNCERTAIN
The Process: NYTimes.com
Given the magnitude of the assignment and the breadth of information discovered through our research, we sat down as a group from the very beginning. No brief. No strategy. Just four heads in a room bouncing around thoughts.
Times Extra API
What can nytimes.com ow
NYTimes.com Is a labyrinth of content that stretches beyond just news. As we searched through the many layers of the site, we discovered a multitude of fascinating applications and programs that greatly illuminated the potential for what the brand could be to users. The problem is no one knows about all this fun stuff.
Briefing: NYTimes.com STEP 2
After countless meetings, skype sessions, dialogues and debates, we all came to a cohesive decision on the direction. We had much work ahead of us but we were super excited with all four team members on board. Before delivering the paper brief, we constructed a mini presentation containing a series of interviews, news reports, images, audience insights...etc for the creatives to digest following the session.
1. TELL THE STORY
2. AUDIENCE NARRATIVE Who?
Subcategories of the audience were given in order to better define the audience.
3. MAIN COMPETITORS Why?
By positioning NYTimes.com as revolutionizing the industry with cutting edge online content delivery, staying mindful of other sites who offer comprehensive multimedia platform services was pertinent in distinguishing NYTimes.com.
GENERATORS OF TOMORROW” * “IDEA Knowledge Seekers: Knowledge Seekers
Live for finding and absorbing the simplest of details, to the most comprehensive of facts that serves as brain stimuli. He is constantly searching for new ways of ingesting information in order to increase his mental bandwidth. Traits: patient, motivated, attentive
Intellectual Artists: Appreciate unique perspectives and cherish personal expression. She is
seeking the next breakthrough that will tickle her ‘wow’ spot. Traits: creative, emotional, profound
Urban Dwellers: Highly influenced by peer associations and activity that occurs in his environment. Urban Dwellers
Personal experience is of high priority to him in order to form his own interpretation and opinion to share with others. This is the best person to be your personal tour guide. Traits: social, experimental, trendy
Cultural Connoisseurs: Lover of all regions of cuisines, she is conscious of world issues and
possesses a philanthropic nature. She is open-minded and is the embodiment of a life backpacker. Traits: humble, inquisitive, optimistic
Brief: NYTimes.com STEP 3
BRIEF - DIGESTION & CREATION
Address the “newspaper on the Web” perception issue and position NYTimes.com as a fully-interactive news and information platform.
“Idea Generators of Tomorrow - Motivated individuals who live ‘in the know’ and who are all unique in their individual interests. The one commonality is that they aspire to a life of substance; they want to feel knowledgeable and wellrounded. They carry an infinite curiosity and voracious appetite for learning that makes them the perfect dinner party date.
Everyone nytimes.com reader has a unique path that they take from article to article that no ones else can imitate or control.
Inspire connections through journeys and innovations that define a person’s life on the times.
Idea CONNECT TO THE TIMES: NYTimes.com is the online hub where interactivity, trust, and innnovation intersect Personality
Intelligent, Innovative, Witty, Cultured, Classic
Communication: NYTimes.com PRINT
The print campaign maps a users journey through NYTimes.com with each visual representing a different stop within the site. The copy highlights the innovative tools that will enhance the user experience. The purpose is to educate and inspire readers to create their own journey through NYTimes.com.
Communication: NYTimes.com DIGITAL OUTDOOR BILLBOARDS
Commuters will have the opportunity to interact with the map of the users journey online, which will display on billboards throughout metropolitan cities.
QR Codes are one of NYTimes.com’s newest innovations which will be available in the near future. They will be placed next to newspaper articles, in book review sections, and wine and dining review sections. Smart phone users can take a photo of the QR code to upload, pull up the article and link to the reference in the paper and read it straight from their phone.
MOVIE PREVIEW TEXT CHALLENGE
The movie text challenge invites audience participation to bring awareness to the NYTimes.com’s movie section.
Text the name of any movie to 57241, and we’ll play the trailer of the first movie requested.
Watch more than 15,000 movie trailers on NYTimes.com.
NYTimes.com Connect to the times.
SUBWAY BANNER AND BLUETOOTH DIGITAL BOARDS
We utilized the subway cars to engage consumers through banner ads, complemented by digital boards placed diagonally below. The article will change according to the specific location of the city the subway car is in at that point in time, and will vary in topic ranging from arts to business. Subway riders can bluetooth the articles to their phones.
INTERACTIVE WEB BANNER + LIVE USER VIDEO FEED
Guest features will stream through a digital portal where they can interact with users while they are browsing the internet. The guest will talk through the findings for each destination meanwhile the above web banner will be mapping his journey in real time.
The map of the Live Userâ€™s journey through NYTimes.com in real time. Live User/Guest Appearance (Bill Gates in the picture)
MOVABLE DISCOVERY TOOL
The discovery tool will be situated in web banner spaces but will offer the user the option to move it around the current website and point to words or topics of interest. The NYTimes.com tool will then pull up a brief title of an article or related topic within the frame. The user can then click on it to connect to NYTimes.com for the expanded content.
Communication: NYTimes.com MICROSITE + FACEBOOK WIDGET/APPLICATION
The Connections microsite allows users to browse other peoplesâ€™ journeys, including guest speakers, through NYTimes.com. Users will then be able to create a mapping of their own journey. After the journey is created, they will then be able to share and display it on Facebook, where friends will be able to view and be inspired to create their own maps.
Communication: NYTimes.com WEB: R&D EXCURSION (ACCESSIBLE THROUGH MICROSITE)
The R&D Department is very often a vague reference to a special place of where hypothetical innovations are created. We decided to take it one step further to allow visitors to browse NYTimes.comâ€™s R&D room, click on different screens and monitors to check out the latest, and engage in dialogue with R&D staff and special guests who will be stopping by to interact with visitors.
NYTimes.com will send out an invite to artists, innovators, and visionaries to create innovative works based around the theme â€œConnection in The Digital Age.â€? Selected entries will be displayed in a special public exhibit sponsored by NYTimes.com. The event will offer opportunities to the public for those who desire publicity for their work, resulting in retail opportunities for exhibitors and the NYTimes.com at the event, and most importantly, generating both buzz for the website and establishing NYTimes.com as a premiere destination for a trustworthy, cutting edge, content experience.
How do you get #1 to shine brighter?
Case Study: Campbell’s Soup
RESUSCITATE AN ICONIC BRAND THROUGH HERITAGE
The Story: STIR UP THE CLASSIC
From the start, Campbell’s core strengths have been passion and devotion to family. The nostalgia associated with the iconic brand has always garnered the trust of mothers, and tickled the fun buds of kids everywhere. With classic brands however, there is still the need to maintain relevance to remind consumers that Campbell’s is still the soup you can love and trust. Since it’s launch in 1869, Campbell’s has dominated the market with 80% of the soup market. In recent years however,Campbell’s has gone from having no direct competitors to having a fair number of contenders. Market share has decreased to 60%.
83% of new mothers return to the labor force six months after childbirth.
Insight: MOTHER’S NEED HELP IN THE FORT 83 million mothers in the US alone. In 2008, mothers spent $2.1 trillion.
Opportunity: PULL ON THE PURSE STRINGS
With the economy at its current fragile state, Campbell’s is at an advantageous position to leverage the care and convenience benefits mothers have come to know from the brand. Mother’s typically control the major decisions in the household. Therefore, the success of the campaign depends on winning over mom.
The role of women have changed immensely over the past few decades. It is not uncommon to have both parents working full time in addition to caring for the kids. After conducting interviews with mothers of households of 3+, it was evident that although they excel at multi-tasking, it’s a constant struggle to juggle work, kids, husband, meals, personal health, etc.
Key Takeaway: CAMPBELL’S IS DEVOTED TO FAMILIES
The creative worked their magic to develop an integrated campaign where Campbell’s could revitalize its message to the consumer that Campbell’s cares, planting Campbell’s as an essential mainstay in family kitchen’s everywhere.
The creatives, familiar with the Campbell’s brand, were taken on a tour of the typical Campbell’s mother’s kitchen. The visualization of the scenario served to provide the creatives with a deeper understanding of what the center place of the house feels like, rather than just relying on numbers and demographic description.
Grocery list, Coupon clippings, Kid’s work
Briefing: Campbell’s Soup Errands, Bills, Emergency #’s, Prescriptions, Dry cleaning slips
2x/day dog duties Walk, Feed, Walk Cleaning detergent, Kids supplies
BEWARE Peak Times: 5:30am-9am, 4pm-10pm
Brief: Campbell’s Soup Product
Campbell’s original soups (red & white cans).
Sell the Campbell promise of passion and devotion to families.
Wellness trends & soup competitors (mainly Progresso).
Mothers of households of 3+ who govern based on speed, convenience and trust.
“Motherhood is an everyday struggle.”
“Campbell’s makes it easier for me to be a mother.”
Strategy Campbell’s cares and is reinstilling values into the American family. Reason to trust
Campbell’s is changing up the recipe by lowering sodium content levels for the well being of all families.
Fun, affectionate and refreshing.
Idea Campbell’s cares.
Communication: Campbellâ€™s Soup
The instore communications will engage moms and kids during the grocery shopping process.
VEGGIE SCALE SIGN
Communication: Campbell’s Soup
To establish an online presence where moms and kids can communicate together, we created a microsite to create a forum where they could share the Campbell’s Cares experience.
Communication: Campbell’s Soup
Under the umbrella idea of ‘Campbell’s Cares’, we saw the opportunity to create a charity page on the microsite and place Campbell’s donation cans outside supermarkets to convey the message that Campbell’s truly does care.
DONATION WEB PAGE
The donation center locator on the microsite will identify the closest Campbell’s donation can locations where they can drop off cans for families in need. Visitors to the site will also be able to make monetary donations as well.
CAMPBELL’S DONATION CANS
In alignment with Campbell’s Cares, collection bins will be placed outside of supermarket stores. Unused cans will be given to families in need.
How do we get women to put their health first?
CREATE AWARENESS THROUGH COMMUNITY ACTION
Case Study: Vitamin Shoppe
SPEAK TO THE LADIES For more than 30 years, the Vitamin Shoppe (VS) has provided nutritional + health supplements, in their retail stores. The assignment is to increase Vitamin Shoppe sales amongst females.
MALE ENVIRONMENT iN RETAIL STORES The instore VS experience feels more like a male gym bathroom for the iron pumping elite than for health conscious females. Anthony VS Associate, 5 years
One on One’s
SHIFT ROLES TO GET THEM TO BELIEVE Nutritional value is under estimated in terms of the role that it plays for future health. How do we converse with the audience about the importance of nutrition without coming off doctor-like, or like a vitamin retailer?
COMMUNICATE WITHOUT TALKING AT THEM In addition, we found that simply lecturing women that they need more nutrients is ineffective and viewed as a nuisance. Educational figures such as doctors or preachy ads have a tendency to carry negative associations (doctors offices contain high levels of anxiety).
Women are more receptive and open to sharing in groups or communities where they can congregate and just talk ‘women’.
Taking care of others means caring for yourself first.
Retail stores outdoor + instore
VS is every woman’s ally in the marathon of life.
Brief: Vitamin Shoppe
Increase traffic through emotionally connecting and educating wellness minded females
‘FemIpendents’ (Female Independents): The modern woman who sees herself as a unique individual first. With a flourishing career, healthy lifestyle, and personal enlightenment, more women are taking the time to invest in themselves and their well-being.
Women thrive and are most expressive in the company of other women.
What they currently think
“One day I will have to put myself second to others.”
What we want them to think
“It takes a woman being responsible for herself, before she can be responsible for others.”
Taking care of others means taking care of yourself first.
Reason to trust
WIthout personal strength and good health, maternal instincts and care taking abilities will perish.
Honest, Lively, Nourishing, Spirited, Optimistic, Fun
SAVE THE WOMEN
Phase I: Make Them Scratch Their Heads
Not literally, but kind of. To bring awareness to the idea and stir up heat for the communication, we wanted to conjure a mysteriousness surrounding â€˜save the womenâ€™.
Posters will be put up in major metropolitan cities in high traffic areas where passerbyers will be able to catch a glimpse of the website name. hemselves and their well-being.
Communication: Vitamin Shoppe
Communication: Vitamin Shoppe Phase II: Create a Community
By positioning the site as a means of bringing attention to a “cause”, visitors will be able to adopt a woman who’s in need of nutrion and read about her story. As they read on, they will be educated through reading about the different women in “need” and look to get involved.
The home page will immediate open with the mission of the organization. Visitors will be able to explore the different pages that provide deeper insight into the purpose, these women, what makes them in need, and the events created by the organization.
Phase III: The Monthly Cycle
There is no better way to bring people (women in this case) together for a common good and cause that they can feel passionate about.
EVENT WEBSITE & TRAINING CALENDAR
Communication: Vitamin Shoppe
The monthly cycle is an an event that will be held every month in major cities across the country. Participants will be able to sign up through the savethewomen.org site with a training program to download to prepare for the event, and information on different nutritional infromation they can be informed about that will help fuel them for race day, as well as the every day.
Communication: Vitamin Shoppe EVENT GIVEAWAYS
To go along with the monthly cycle spirit, nutritional packets, free race tee shirts, and bicycle bibs can be picked up on raced day or at their neares Vitamin Shoppe stores. Each registrant will have filled out age and level of activity information upon registration. This information will be used for proper suggestion and consultation from VS reps on the day they pick up their racing materials.
Nutrition Packets based on age
ANTICIPATED WORD OF MOUTH
Bicycle Bib with racing number + website
We anticipate FREE news coverage of the Monthly Cycle from newspaper articles, to tv news reports, to blogs reporting the events with pictures, footage, and interviews.
Thank you for your time. For any questions or comments, I can be reached at