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joann tran dot your j’s & cross your t’s


work/social media • FIDM • Green Glam Go

event production • AiCA-SF United Streets of Fashion • F.A.M.E. An Army of Style

concept development • The In Circle Retail Guide • Tranny Tracker Mobile App


topic TOC


FIDM

Social/New Media Project Coordinator

The Career Center

The Career Center department at The Fashion Institute of Design & Merchandising continues to engage its audiences through a variety of online channels, including: • FIDM internal Portal site • FIDM Job Posting site • LinkedIn • Twitter • Facebook • Virtual Portfolio on Wordpress These sites are tailored to provide the most updated information for students, alumni, and employers. Objectives in engaging with our audiences on these platforms include: • Providing a job board tailored to our majors • Easing the process for employers and recruiters • Communicating with students and alumni on sites they currently frequent • Forwarding job and volunteer opportunity announcements across multiple platforms • Discussing industry relevant trends and news

Image courtesy of FIDM. Debut 2011, Costume Designer Anna Osterwald


social media channels

Social Media Touchpoints:

• Twitter • Facebook • FIDM mobile application

Managing Twitter:

• Communicate new job and volunteer opportunities • Discuss industry-specific news • Build awareness of industry and job trends


virtual portfolio

Quarterly:

• • • •

Manage student communication (all campuses) URL creation for graduates (all campuses) Host Wordpress training workshops (SF campus) Website maintenance and troubleshooting


topic TOC


Mobile Shopping App Editorial Coordinator

The App

The Green Glam Go mobile shopping application enables users to shop a multitude of eco-conscious brands right on their phones. The app is: • The first “green” shopping mobile application • Currently available only on Nokia Ovi platform • Also available on the website and on Facebook Shop Through each of its channels, Green Glam Go’s offerings: • Are updated with products weekly • Include international and luxury brands • Lead the user to the retailer’s website to buy

The Products

The Partners

Products are hand-selected by the Green Glam Go team. Categories of products include: • Men’s and women’s • Bridal apparel • Home products • Handbags and • Handmade merchandise accessories • Products made in the • Shoes USA • Jewelry Brands and partners who provide offers and promotional deals exclusively with Green Glam Go include: • • • • •

Image courtesy of Green Glam Go

Dannijo Beklina Mr. Poulet Chronicle Books Wallett Makeup

• • • • •

Cherished Bridal Dark Garden Apres Collective Kitty Andrews Millinery dame. jewelry


channels mobile app • Researched market, trends, retailers, and industry • Coordinate product display between app and website

website • Led team of 3 in editing merchandise selection and updating web content on a weekly basis


twitter • Market new products available on Green Glam Go • Maintain discussion with eco-community • Interact with Twitter users about eco-trends

facebook • Market merchandise available on Green Glam Go • Update products available on Facebook Shop tab • Connect with retailers, brands, and community users


topic TOC


AiCA-SF

United Streets of Fashion Backstage Production

The Show

United Streets of Fashion was the annual fashion show and showcase for current and graduating students at the Art Institute of California - San Francisco. The show benefits the community by: • Showcasing student and graduate talent • Giving students a chance to compete for scholarships • Providing audience an opportunity to support artists

The theme boasted:

“Beneath the bright lights and beat thumping soundtrack, models will strut student designs down the runway that epitomize each neighborhood: slouchy knitwear emblematic of the Castro haute couture characteristic of the Nob Hill set sexy, slick business attire made for the FiDi professional gritty urban chic pulled from the streets of the Mission.”

Photograph by John Agcaoili


operations backstage • Supervise model line-up for runway entrance • Email communications with models • Organize garment racks and backstage set-up

All photographs by John Agcaoili

styling • Suggest accessories for designers’ collections • Coordinate models’ accessories and undergarments


sponsorship • Coordinate product and discount giveaways • Organize raffle prize packages • Promote AiCA-SF show to local neighborhoods

social media • Build awareness of AiCA-SF fashion shows • Manage Twitter and Facebook accounts • Offer behind-the-scenes details on show prodiuction


topic TOC


F.A.M.E.

An Army of Style Fashion Show Co-Director

The Show

F.A.M.E. is a bi-annual event based in the San Francisco Bay Area that seeks to bring streetwear culture to the local community through: • Fashion • Art • Music • Exhibitions F.A.M.E allows vendors and artists to have a direct connection to the community in one venue. After a evening of showcasing merchandise and refreshments, a fashion show tops off the night, highlighting sponsors and the latest trends.

The People

The event is a platform for: • Local brands • Growing companies • Emerging artists We work with additional partners such as: • Food trucks • Local bars and restaurants • Dance groups • Bands, music groups, and DJs • Tattoo shops • Other icons with streetwear fan base

Event poster graphic made available by Bobbi Vie


the event fashion art music exhibition All photographs by Alex Bauzon


behind the scenes the prep

the partners

Two weeks before the show:

Brands featured on the runway include:

• • • • • •

All photographs by John Agcaoili

Model try-outs Model fittings Selecting and styling donated product Creating a model line-up Coordinating accessories Prepping and transporting outfits

• • • • • •

Bobby Mileage Clothing Clout Crossroads Trading Co. Cukui Kathryn Guinto - Eufia T.I.T.S.


the plan As co-director of the show, responsibilities included: Pre-show • Developing show concept • Determining runway segments • Styling over 40 looks • Sourcing accessories • Communicating with models, hair and make-up • Selecting and coordinating music

Day of show: • Communicating with DJ • Timing runway walk • Backstage model direction • Directing back-of-house assistants • Implementing model line-up • Set-up and take-down • Accounting for all product

Special working accommodations: • High-pressure, time-senstive situations, i.e. late arrivals or noshows • Day-of fittings, line-up revision • Working with children


runway concept development In order to solidify the thematic elements of the show, a central performance was necessary to set the stage for our “Army of Style” to march down the runway. By • • •

bringing in a local high school marching band, we: Created an opening for the audience to “stand at attention” Involved more members of the community Transitioned from DJ and band performances to the fashion segment

crossroads trading co.

All photographs by Alex Bauzon


clout & cukui clothing

eufia by kathyrn guinto


topic TOC


The IN Circle

A Retail Guide Concept Development

The Guide

The IN Circle series is a shopping supplement released quarterly in an interactive dial display. It is designed: • As quick menu of the best shopping options • For a core customer with specific needs • Within a targeted location • To offer portability and organization Each wedged option in the compact dial display: • Keeps the option list from looking overwhelming • Displays information and specifications about the business or product Multiple layers in each guide offer flexibility in options, categories, breadth, or length of time.

The Place

Partnership

Distributed as a supplement to many city and style manuals, The IN Circle will be based in major metropolitan areas such as: • San Francisco • Dallas • Los Angeles • Salt Lake City • New York City • Miami • Chicago • Las Vegas Meant to fulfill the needs of consumers at specific times in their lives, The IN Circle is available through specially selected distribution channels that properly target the modern customer focused on design, art, food, technology, and culture. San Francisco locale example: • 7x7 Magazine • W Hotel • Smoke Signals & Juicy News


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the spin

How It Works

The Cover Info

The Back Cover

This Example

• Each layer of the wheel contains up to 11 wedges for retail and product shopping options • Offers suggestions for consumers by topic or time • Arrow points to open wedge

• Type of guide, i.e., interactive itinerary • Topic, i.e., menswear or bridal • Targeted customer segment

Display options: • List of retailers or brands • Local Map • Reference websites

As the wheel turns, “uptown” shoppers are presented with a variety of options for a day of shopping in the downtown neighborhood of San Francisco. Users are presented with: • 11 options to each hour • Can be used for numerous days of shopping

• Great for tourists or exploring residents • Easily adaptable for other neighborhoods


consumers The IN Circle Demographics:

• • • • • • • •

Men & women White/Asian/mixed race 24-50 years old $50,000-$90,000 Has a Bachelor’s degree or higher Married/in a relationship No kids Coastal/urban living

Psychographics:

• Frequent (international) travel • Dines out at least 3-4 times a week • Shops in-store and browses online 1-2 times a week. • Attends cultural outings to theatre shows and festivals • Reads periodicals such as The New York Times, Brides, Vogue • Attends farmer’s markets and flea markets

Psychographics:

• 46% dine out more than 3 times a week • 25% spend $5000 per year on apparel • 60% spend $100+/month on personal care • 90% travel 1-4 times per month • 96% use online travel sites

7x7 Magazine Demographics:

Source: 7x7 Magazine media kit 2011

• • • • • • •

62% Female, 38% Male 64% Married, 36% Single Average Age: 36 Average HHI: $175,000 57% have a bachelor’s degree 37% have a graduate degree 90% of readers live in San Francisco


18-24 45+ 20% 35-44

$150k+

7% 25-34 48%

25%

Average Age: 35

Images courtesy of Getty Images. 7x7 consumer data: September 2006 Readex Reader Survey subscriber study based on 3,000 online respondents.

29%

<$49k+ 16% $50k-$75k

$75k-$150k+

17%

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MALE

OWN

RENT

62%

38%

40%

60%

38% Average HHI: $100k

62% Female

40% Homeowners 23% plan to purchase in the next 2 years


7x7 distribution Why 7x7?

Circulation:

Images and circulation data 7x7 Media Kit 2011

San Francisco culture magazine, 7x7, is the perfect type of publication to launch and sponsor the shopping guide series, as it focuses on • • • •

• • • • •

food fashion lifestyle technology events

42,500 issues guaranteed base 20,000 issues are mailed to subscribers 6,000 issues available at retail locations in SF Bay Area 12,000 issues hand delivered to key areas such as Pacific Heights, Noe Valley, Marina, Nob Hill, SOMA

In addition to their monthly series, 7x7 also offers various guides throughout the year with specialized topics and increased distribution.

• 9,200 issues delivered to upscale hotels • 2,000 issues handed out at charity, social, and cultural events • 2,800 issues distributed at high traffic retail establishments such as coffee shops and doctor’s offices


packaging

above:

The Guides will be distributed as an individual publication in plastic disc cases.

left:

When distributed in conjunction with 7x7, The Guides will be encased within plastic wrapping seal with the magazine.

â&#x20AC;&#x153;We ensure the guides reach a high composition of city dwellers, tourists, and engaged audiences through our bonus circulation program, including increased hotel distribution.â&#x20AC;? - 7x7 Magazine 1. Source: 7x7 Media Kit 2011


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The Hopeless Romantic’s Bridal Guide

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• • • •

Special Mac Products New PC products Applications Other gadgets

Gowns Accessories Catering Event services

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Beauty Floral services Bridal publications Trade shows

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• • • •

• • • •

Outerwear Knitwear Denim Suiting

• • • •

Furnishings Accessories Grooming Formalwear

Jewelry Denim Accessories Menswear

• • • •

Shoes Outerwear Dining Dresses/Evening

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 iPhone App Concept Development

The App

Tranny Tracker is a free iPhone app promoting available nightlife specifically targeted to the gay community, gay tourists, or people who love gay culture to connect with the LGBT cultural scenes in various locales. Tranny Tracker benefits: • Suggests and organizes LGBTQ focused nightlife and activities • Connects user to location mapping and social media services • Easily adaptable for multiple locales Organizes your options by: • Particular days • Special promotional prices • Special events and promotions • Location or proximity • Facebook/Foursquare check-in deals

What is LGBT?

1. Top travel destinations for LGBT travelers after San Francisco - Community Marketing Inc. LGBT Tourism Study 2009

Gay nightlife may encompass bars, clubs, theatres, shows, and special events targeting: • LGBT (Lesbian, Gay, Bisexual, Transgender) • LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer/ Questioning) Stay up-to-date on promotions and events, whether consumers are • Residents of the area • New to the scene • Temporarily traveling Future launch locations (1): • New York • Las Vegas • Chicago • Los Angeles • Washington, DC


the app

Consumers and Technology Applications on mobile phones are increasingly becoming more popular for • Convenience • Accessibility • Entertainment With higher disposable incomes and less family and home obligations tying them to one particular place, tech-savvy consumers are: • More apt to be frequent travelers • Quick to research and buy • More likely to use a smartphone

In the LGBT community, 51.3% use their smartphones to find a local attraction and 35.2% to research a particular destination while they are travelling.1


the competition

Gay Nightlife SF: San Francisco GLBT Events, Clubs & More Cost: Free

• Created and run by top event coordinators and promoters in San Francisco • Information on all the nightly, weekly, and one-off events in the Bay Area • Information on cover charges, drink specials, crowd type, event times, and entertainment options at all the hot spots • Features drink coupons for select events

• Powered by Damron, the first name and the last word in LGBT travel guides for more than 40 years. (MacWorld.com) • Perfect companion for the or lesbian traveler Gay San Francisco • gay Find the most exciting nightclubs, the best Cost: $0.99 restaurants, and lists of businesses that cater to gay travelers.

1. Community Marketing, Inc. LGBT Tourism Study 2010-2011. Competitor app description courtesy of Apple.


the consumer

1. Community Marketing Inc. LGBT Tourism Study 2009 2. Community Marketing, Inc. LGBT Tourism Study 2010-2011. Images courtesy of Getty Images.


The target market for Tranny Tracker currently includes:

Demographics

Financials

• • • • •

Adult LGBT from the ages of 21-35 Live in or visit the San Francisco Bay Area 66% are college graduates 55% may have a partner or live with a significant other Have no children, increasing disposable income (1)

• Average household income about $80,000 a year • Income 80% above the average U.S. household income of $46,326 • High level of education, high incomes, and higher disposable income

Culture

• More willing to spend money on travel, arts, dining, and culture • Highly literate in technology and social media channels • Goes out for dining or entertainment at least 2-3 times a week

Technology

• Facebook is the most popular social media website among all LGBTQ respondents • 39.1% use their smartphones before or during travel to find a local attraction (51.3% while traveling) or research a destination (35.2% while traveling) • About 50% of LGBT respondents use their smartphones for online maps, posting updates to Facebook, or uploading photos and videos (2)


discounts & deals

Specials Feature:

End Screen:

• • • •

• Elaborates on the specific deal and location • Times the offer is valid • Prices for a variety of drinks

Daily city-wide specials Chronologically organized Check-in only discounts Free giveaways and deals


calendar & rsvp

Calendar Feature:

End Screen:

• • • •

• Elaborates on the available events • Pricing, time, location details • RSVP to add event to personal calendar

Organizes daily commitments Syncs with iPhone and Gmail calendars Lists all recurring and special events Select by event or day for specific details


special events

Events Feature:

End Screen:

• Discover events by date, user rating, or price of admission • Includes concerts, shows, special appearances, festivals

• Elaborates on the event location, price, and special details • RSVP or Check-in for the event • Return to previous events listing • Go to home page with special retailer advertisement


location services

Map Feature:

End Screen:

• • • •

• Leads to destination’s information page • Excellent for user orientation in the city

Navigate and conquer the city Tag your location Search for specific locations Search nearby offerings


socially sharing

Check-in Feature

End Screen:

• • • • •

• Shows user and friend check-ins • “Check in now!” on user history or “Check in too!” on friend history • User’s activities listed: check-ins, ratings, upcoming events RSVP’ed for

Home screen for all check-in deals Connect to others - nightlife is social! Track personal user history Follow friends’ activity Map option visually displays user history, friend location, and current user location


advertise with the app

Advertise with a niche consumer segment where they shop, frequent, or seek recommendations.

65% of LGBTQ travelers reported taking into account a companyâ&#x20AC;&#x2122;s willingness to advertise to the LGBTQ community when making their purchasing decisions. The LGBTQ community feels more supportive of businesses that support them. Build trust with a customer who is already open to suggestions. The advertising feature: â&#x20AC;˘ Benefits local businesses in LGBT popular cities or top travel destinations â&#x20AC;˘ Is also effective for family or ethnically oriented, rather than specifically LGBTQ oriented, events or destinations

85% of lesbians and gay men are more likely to purchase products and services from companies that advertise in the LGBT Media.1

1. Community Marketing Inc. LGBT Tourism Study 2009


advertising calendar

FEBRUARY - Chinese New Year MARCH - St. Patrickâ&#x20AC;&#x2122;s Day/International Film Festival APRIL - Cherry Blossom Festival

MAY - Bay to Breakers/Carnival/Summer Travel JUNE - Pride Festival/Frameline LGBTQ Film Festival/Summer Travel JULY - AIDSwalk/Summer Travel

AUGUST - Summer Travel SEPTEMBER - Folsom Street Fair OCTOBER - Halloween/Castro Street Fair/Fleet Week

NOVEMBER - Dia de los Muertos, Jazz Festival DECEMBER - Holiday travel/Christmas JANUARY - New Year celebrations

seasonal rates 4thquarter 3rdquarter 2ndquarter 1stquarter

4thquarter 3rdquarter 2ndquarter 1stquarter

city events

low

FULL SCREEN - Average $1.00 CPI BAR SCREEN - Average $.50 CPI POP UP SCREEN - Average $1.50 CPI

highest

FULL SCREEN - Average $3.00 CPI BAR SCREEN - Average $1.50 CPI POP UP SCREEN - Average $5.00 CPI

high

FULL SCREEN - Average $2.50 CPI BAR SCREEN - Average $1.25 CPI POP UP SCREEN - Average $3.50 CPI

medium

FULL SCREEN - Average $1.50 CPI BAR SCREEN - Average $.75 CPI POP UP SCREEN - Average $2.50 CPI

Cost per impressions. Available only with full screen or bar screen.


advertising specifications

Pop Up Screen Example offer or event text advertisement goes here Close

Example offer or event image advertisement goes here

Go to offer

File Size: 60k, 100px x 280px The first ad available when the application loads or when user opens the Specials or Events tabs. User may choose to continue onto the information page of the ad or close out to continue.

x

Full Screen Example offer or event image advertisement goes here

Bar Screen File Size: 3k, 320px x 50 px Periodically slides into the screen from the left. Users may opt to close the ad via the â&#x20AC;&#x153;xâ&#x20AC;? close at top right corner.

File Size: 150k, 320px x 450px Slides into the screen periodically from the left. Users may opt to skip the ad via the bar at the top.


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joann tran marketing, branding, styling san francisco, ca 408.206.2254 joanntran@gmail.com

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joann tran joanntran@gmail.com 408.206.2254

Marketing - Graduate Portfolio 2011  

Fashion Marketing and Management Graduating Portfolio. Includes work experience and projects in social media, mobile applications, creative...

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