Wish Upon A Hero
Re-brand Project Book
Table Of Contents 1.0 Research
2.0 Creative
1.1 Campaign Overview
2.1 Competitive Survey
1.3. Competitive Audit
2.3 Moodboard
1.2 Communications Audit 1.4 SWOT
1.5 Creative Brief
2.2 Sketches
2.4 Logo Development
3.0 Style Guide
4.0 Final Designs
3.1 Brand Description
4.1 Print
3.3 Use Of Logo
4.3 Online ads
3.2 Logo Elements 3.4 Typography 3.5 Color Guide
4.2 Billboard 4.4 Blog site
4.5 Mobile app
4.6 Instagram Promo 4.7 Facebook app
4.8 Twitter Chat 4.9 Video Series
1.0 Research 1.1 Campaign Overview 1.2 Competitive Audit 1.3. SWOT
1.4 Personas 1.5 Creative Brief
1.1 Campaign Overview
Research
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to accept your efforts. No matter how small or large ish Upon A Hero is the world’s largest they are.” Wish Upon A Hero must take advantage social helping network. It gives people the of this trend and use it to catapult its way past their opportunity to directly help others without going competition into national recognition. Thorpe (2012) through a third party source. The peer-to-peer social notes the following; “There has never been a time helping network reduces help response time. People in history when we’ve can receive help instantly from had more resources someone willing to grant their If you want to become a hero it’s as wish. Wish Upon A Hero gives easy as clicking on someone’s wish that available to bring to people the platform to become you are emotionally connected with, You bear on the world’s biggest problems.” problem solvers. Maggin & Sher never know what your super power is, Social media’s power to (2011) quotes Wish Upon A Hero meaning you never know what you can founder, David Girgenti, “If you grant because it’s as simple as advice or a bring people together paved the way for want to become a hero it’s as easy birthday card. Anyone can be a hero.” social good. Thorpe as clicking on someone’s wish that - WUAH Founder, David Girgenti you are emotionally connected with,” (2012) also states “The world’s big problems Girgenti said. “You never know what are really big. They your super power is, meaning you require that we all engage, that we all find a way to be never know what you can grant because it’s as simple involved, to do something, to get off our keisters and as advice or a birthday card. Anyone can be a hero.” make a difference.” People do not have to wait for organizations to do all the work. With social good, The rise in social helping networks and well-known wish granting charities such as Makeyou have the opportunity to create the change you want to see. Davis (2011) calls this generation, the A-Wish Foundation threaten to hinder Wish Upon A Hero’s growth into being nationally recognized. G generation and states, “Giving back is what the Generosity Generation is all about. Olanoff (2011) spoke on the emergence of social good, “Social Good is very real. You can do great and The imprint social networking has left on the charitable things, really fast, with the tools you use society is everlasting. People are finding innovative every day, and there are eyeballs and hearts waiting
“
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1.1 Campaign Overview
ways to use social networking to help lead change in philanthropy. Through the power of social networking, people are banding together and developing tools that enable others to help those in need faster. The rise in these tools and the use of social media is called Social good. Social good is reshaping the way awareness for causes are being raised. Wish Upon A Hero needs to increase brand awareness by capitalizing on the growth of social good. The discovery that people can make a difference in someone else’s life quickly without going through a 3rd party source is appealing. People do not have to wait for organizations to do all the work. With social good, you have the opportunity to create the change you want to see. The purpose of the re-branding effort is to re-introduce to Wish Upon A Hero to the world. A new modernized logo along with mobile app, blog website, print ads, Facebook app, YouTube series, and Twitter chat along with event partnerships will help increase visibility. The new logo will give Wish Upon A Hero an updated look to match the constant changing of the social media landscape. The mobile market is booming. Rosen (2012) states, “There are more than 6 billion [mobile devices] and the count will soon exceed that of the
Research
human population.” People are using their cellphones more to search the web, play games, and check social networks. According to Eridon (2012), “1.08 of the world’s 4 billion mobile phones are smartphones. 3.05 billion are SMS enabled. 7.96% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 14.85% in Africa, and 17.84% in Asia -- up 192.5% since 2010. Mentioning a location in mobile ads and search results can increase click-through rates up to 200%. Olenski (2012) states, “Among all interactive marketing platforms, mobile marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being allocated to it by the year 2016.” Wish Upon A Hero can capitalize on the growth of the mobile market by developing an app. People can start granting wishes straight from their phone. People can experience the instant gratification of helping others. Wish Upon A Hero can be the poster boy of social good and social helping. Wish Upon A Hero is in some ways the “Facebook for philanthropy. Connecting people with others that want to make a difference. Mobile marketing will fill Wish Upon A Hero’s need to reach younger heroes. According to Marketing Charts, “Young adults engage in mobile data applications at much higher rates than adults in age brackets 30 and older.” The goal of the campaign is to increase
awareness. A Wish Upon A Hero app and Instagram promotion meets the campaign’s goal and speaks to the primary target audience. Social media engages consumers like never before and helps drive sales, website visits, and overall business. Jorgensen (2012) states, “A powerful and effective way to amplify your marketing mix and generate new business is social network marketing. A whopping 77% of B2C companies and 43% of B2B companies acquired customers from Facebook.” Social networking sites Twitter and Facebook will help Wish Upon A Hero build a community dedicated to helping others. A twitter chat called #AskBill will give users an outlet to voice any concerns about the site, service, or other users. Wish Upon A Hero will encourage people to
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1.1 Campaign Overview
find out their hero status. Both of the age groups, 2545 and 55-70 use a social networking site in some way. Wish Upon A Hero will be able to reach more people at a global scale.
“Print carries a longer shelf life than online content, which increases the number of viewing opportunities by targeted enraged readers. The “Quality of Reading Survey” – recently published by PPA Marketing – has shown that in just three days, a single copy of a Blogging will help increase web site visits and magazine is picked up by readers an average of five service participation. Burnes (2009) states, “Companies or six times. As a result, the average ad is viewed 2.4 that blog have far better marketing results. Specifically, times a day.” Wish Upon A Hero’s ads will inspire the average company that blogs has: 55% more visitors, people to take action and visit the website. 97% more inbound links, and 434% more indexed pages.” A Wish Upon A Hero blog site will help increase brand awareness. People will share posts with their friends and social networks. According Porterfield (2010) states, “There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.” A video series will detail how people changed others lives through Wish Upon A Hero on YouTube and Vimeo. It’s because of video marketing strength; I decided to use it to get my target audience’s attention. Video marketing meets Wish Upon A Hero’s need to increase website hits and site usage. Transit advertising is one of the most cost effective ways to reach consumers. Olenski (2011) states, “71% of us “often look at the messages on roadside billboards (traditional and digital combined) and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.” With those stats in mind, a billboard and taxi ad will definitely reach the campaign’s consumers. Transit ads will encourage people to visit Wish Upon A Hero’s site. Ads will also be placed on train and bus passes. Print still an effective medium despite online ad surpassing it in revenue. Baekdal (2012) notes,
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1.2 Competitive Audit
Research
Competitive Audit
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1.3 SWOT
SWOT Analysis Strengths
Weaknesses
Opportunities
Threats
• The only social network of it’s kind • Cuts out third party source • Finds immediate solutions to problems • Connects people with those in need • Grants people’s wishes • Programs that fill specific needs
• Build off being the only social network of it’s kind • Capitalize on growth of social good. • Partnering with major brands • Sponsoring minor and major events • Establish strong mobile presence • Gain more investors
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• Needs more national recognition • Open to scammers • Monetary wishes granted are taxed • Too many programs • People don’t feel safe using site.
• Scammers • Possible Internet regulations • Increased competition. • Hackers • Growth of social good sites. • Economic struggles
1.4 Personas
Research
Personas Meet Lauren Vega
Lauren Vega is a 27-year-old Nutritionist who lives in Philadelphia, Pennsylvania. She wakes up at 6:30 a.m. everyday to do her morning jog in the park. Lauren reads her two favorite magazines, Women’s Health and Today’s Dietitian after coming home from her run. She makes sure to post the pictures she took during the morning run on Facebook and Twitter through Instagram. Lauren then plugs in the miles she ran into the Nike+ Running app on her iPhone. Siri (iPhone software) reminds Lauren about a cancer research fund-raiser next week. Lauren wants to make difference in the world and hopes this event will lead to the cure for cancer. She invites all her friends on Facebook to attend the fund-raiser and tweets about it. The event will be first one she attended that was sponsored by the Wish Upon A Hero Foundation. She wasn’t familiar with the organization but looked them up on her iPad. Lauren was in awe of the social helping network. She spent an hour looking for wishes she could grant. A mother in Kansas needed coats for her three kids. Lauren went out and brought 3 coats. She felt a big sense of pride after granting the mother’s wish and couldn’t hold back a big smile as she sent it. Lauren tossed her gym bag in the car and turned the music up as she headed to work.
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1.4 Personas
Personas Meet Bill Harnlon
Bll Harnlon is 70-year-old recently retired city bus driver. He is married to his wife of 40 years, Gina Harnlon. He enjoys spending every minute with her and his grandkids. Bill’s wife helps organize a coat and toy drive every year in November. He likes helping people and thinks there is no better feeling. He often helped the less fortunate when he drove for the city by buying them something to eat. Bill would also auction off some of his season football tickets to help fund Alzheimer’s disease research. Bill’s father was stricken with the Alzheimer’s after he turned 75 and passed two years later without remembering his own son. Bill did not want anyone to feel the same pain he felt. He wanted to find a cure for all diseases and frequently donated to charities. One day at Bill’s favorite pub he over heard someone talking about a social networking website called Wish Upon A Hero. He found out that Wish Upon A Hero allows you cut third party sources and directly help other people. Bill loved the idea of being a problem solver. He had a Facebook page but rarely used it. He asked his computer wiz wife to help him create an account and see what Wish Upon A Hero was all about. Gina explained how he could pick which wishes he wanted to grant. Bill found out there was a 45-year-old man that was classified with early stages of Alzheimer’s. The man’s wish was to tour the entire city of Chicago and visit Wrigley’s Field. He lived in Chicago his entire life but never seen the whole city. Bill called in a couple of favors and was able to grant his wish.
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1.5 Campaign Brief
Research
Campaign Brief Client Wish Upon A Hero is the world's largest peer to peer social helping network.  It gives people a chance to directly help others without going through a third party source by granting a wish. Wish Upon A Hero launched in 2007. They operate under the mantra, “No wish too large and no hero too small.�
Objective To increase brand awareness of a social helping network and non-profit organization through a creative campaign that elevates it to national/world recognition.
Target Audience Primary: 25-54 Secondary: 55-70 Loves helping others, donates to charities regularly, and volunteering at fundraising events
Deliverables Modernized logo, blog site, mobile app
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2.0 Creative 2.1 Competitive Survey 2.2 Sketches
2.3 Moodboard
2.4 Logo Development
2.1 Competitive Survey
Competitive Survey
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2.1 Competitive Survey
Creative
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2.1 Competitive Survey
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2.2 Sketches
Creative
Sketches
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2.3 Moodboard
Moodboard
The narrative choice for the Wish Upon A Hero campaign is inspiration. Wish Upon A Hero brings happiness when people have no hope. The social helping network inspires people to make a difference in someone’s life and for others not to give up. Two of colors associated with the campaign are blue and yellow. The meaning and use of the colors fit
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what Wish Upon A Hero portrays. Chapman (2010) states, “Yellow is often considered the brightest and most energizing of the warm colors. It’s associated with happiness and sunshine.” Chapman also states, “Blue is also used extensively to represent calmness and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable.
In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing.”
2.4 Logo Development
Creative
Logo Development
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3.0 Style Guide
3.1 Brand Description 3.2 Logo Elements 3.3 Use Of Logo 3.4 Typography 3.5 Color Guide
3.1 Brand Description
Brand Description Wish Upon A Hero is the largest peer-to-peer social network in the world. It is the only social good site that allows people to grant others wishes. With the rise in social good sites, it’s imperative Wish Upon A Hero separates itself from the competition and gain world recognition. As part of Wish Upon A Hero’s re-branding campaign, the logo needed. Wish Upon A Hero inspires people to make a difference in someone’s life. People can directly help others without going through a 3rd party source. A family can get their wishes answered for a bed to sleep on and new jackets for the winter. The idea behind the logos was too show to exchange. People grant others wish. The hand to star to hand combo was designed to demonstrate the exchange and granting of wishes. Wish Upon A Hero will have enough brand equity to let the hand combo to by itself.
Original Logo
New Logo
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Wish Upon A Hero
3.2 Logo Elements
Style Guide
Logo Elements It’s imperative to follow the logo usage guidelines to maintain the brand. The logo should only be used in the selected colors and typeface choice. Above are examples of how the logo should be reproduce in any situation.
Acceptable Use of Logo
Wish Upon A Hero
WUAH
Unacceptable Use of Logo
Wish Upon A Hero
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3.3 Use Of Logo
Use Of Logo (Size) The spacing illustration below will help with any space issues. It’s important for the suggested white space around the logo to be followed. The logo needs the appropriate space in order to be effective.
Wish Upon A Hero W
W
Wish Upon A Hero W
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W
W
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3.3 Use Of Logo
Style Guide
Use Of Logo (Color) The logo comes in one form for now. The logo form along with hand exchange by itself. Below will help maintain the logo as designed in different design situations. See the samples below.
Wish Upon A Hero
Full Color
Wish Upon A Hero
Black & White
Wish Upon A Hero
Watermark
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3.4 Typography
Typography Typography helps set the tone of the message you want to convey. It’s important for the typography to complement the images that will inspire people. Most charities use a serif typeface. The chosen type will set it apart from other helping organizations. Serifs are a little more decorative than sans serif. BBC (2010) notes the difference between serifs and sans serifs, “One of the crucial dilemmas is whether to opt for serif or sans serif. In a serif typeface the letters have extra curls and bobbles, reminiscent of calligraphy, whereas in sans serif (literally without serif ) the letter forms have clean lines without any protruding bits.” Wish Upon A Hero uses Lucinda Grande from the Lucinda typeface family. It’s easy to read and matches the ever changing social media landscape. Facebook, another social network also uses a font from the Lucinda family.
Wish Upon A Hero Lucinda Grande Sans-Serif Family
Microsoft Sans Serif Sans-Serif Family Helvetica Neue Sans-Serif Family Used in ad headlines PT Sans Narrow Sans-Serif Family Used in blog site Gill Sans Sans Family Blog Site Copy
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Style Guide
3.5 Color Guide
Color Guide The narrative choice behind the Wish Upon A Hero campaign is inspiration. Wish Upon A Hero brings happiness when people have no hope. The social helping network inspires people to make a difference in someone’s life and for others not to give up. Blue, yellow, and white for contrast accurately portrays what Wish Upon A Hero stands for. Chapman (2010) states, “Yellow is often considered the brightest and most energizing of the warm colors. It’s associated with happiness and sunshine.” Chapman also states, “Blue is also used extensively to represent calmness and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable. In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing.”
C=0
M=0
Y = 100
K=0
R = 255 G = 242 B = 45
C = 81
M=0
Y=0
K = 18
R = 62 G = 156 B = 203
C=0
M=0
Y=0
K=0
R = 255 G = 255 B = 255
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4.0 Final Designs 4.1 Print
4.2 Transit ads 4.3 Online ads 4.4 Blog site
4.5 Mobile app
4.6 Instagram Promo 4.7 Facebook app
4.8 Twitter Chat 4.9 Video Series
4.1 Print
Print Ad 1 The idea behind the first print ad was to speak directly to the primary target audience. Challenge people to become a hero. The first one illustrates a man flying in the air with a little boy watching over him. It’s message is to tell people you don’t need to wear a cape to become a hero, all you need is yourself. The ad will appear in magazines such as Lifestyle, Forbes, and Philanthropy. Below is a sample of what it looks like in the magazine.
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Final Designs
4.1 Print
BE THE HERO Someone needs.
Wish Upon A Hero 28
4.1 Print
Print Ad 2 The second ad illustrates Wish Upon A Hero network of helpers. No matter how big the problem is, someone is there to help. The target audience will feel part of a community where people are dedicated to helping others. Below is a sample of what the ad will look laid out in a magazine. The ad will appear in magazines such as Self, Reader’s Digest, and Fast Company. Check below for a sample magazine layout.
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Final Designs
4.1 Print
For every cry for help, there are millions of people ready to hold their hand. Join the world’s largest social network dedicated to changing lives.
Wish Upon A Hero
Change Lives. Become A Hero visit wishuponahero.com today
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4.2 Transit
Transit Ads Transit advertising is one of the most cost effective ways to reach consumers. Ads expressing the campaign’s narrative theme will be used on traditional transit advertising space such as billboards, taxi, and buses. The billboard is encouraging people to take action with copy “He Changed Someone’s Life Today, Did you?” This campaign will introduce the “Hero Travel Pass.” All throughout the country bus passes and train cards will be replaced with the “Hero Travel Pass” It will reinforce Wish Upon A Hero’s brand.
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4.2 Transit
Final Designs
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4.2 Transit
BECOME A HERO With 1 click.
See how you will lead change by visiting wishuponahero.com
Front
Subject to applicable tariffs and conditions of use.
For MetroCard Custmer Service, call 511 or go to eFIX at mta.info
At Anytime, From Anywhere. Change Someone始s Life http://www.facebook.com/wishuponahero http://www.twitter.com/wishuponahero http://www.instagram.com/wishuponahero
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Back
Final Designs
4.3 Online Ads
Online Ads Online ads will maximize Wish Upon A Hero’s exposure on the web. The idea behind the banner was to feature people smiling because they helped changed lives. The smaller ad demonstrates that how people can change someone’s life at any moment from any where in the world.
Give yourself and others a reason to smile today visit www.WISHUPONAHERO.com to see how can you inspire change
Wish Upon A Hero
With one you click you can change someone’s life anywhere in the world.
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4.4 Blog Site
Blog Site The blog site will help increase traffic to Wish Upon A Hero’s website. Posts can be shared on various social networks. People will be given an opportunity write blog posts for the site. A WUAH Volunteer of the week will be posted along with a small Q & A. The idea is to get the target audience more involved the WUAH community. by using blog posts as platform for sharing content.
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Final Designs
4.4 Blog Site
Wish Upon A Hero Home
About
March 19
2013
Write For WUAH
The OfďŹ cial Blog Site of WUAH No cape needed. Be a problem solver. Become a hero.
Archives
The Dream Song Story
Events
Contact
The WUAH Repor t S t ay o n t o p o f t h e l a t e s t news and happenings. S i g n u p f o r o u r n e w s l e t t e r. Name Email Enter
Recent Post Meet Melanie, a 9 year old from Arizona. She is going to participate in her very first talent show at Howard High School. A year ago, her family lost everything in a fire. Read More.
March 19
2013
Heroes Exist in All of Us
Life changing trash 1 0 w ay s t o v o l u n t e e r How one cup inspired change The Giving Back Age Are you a difference maker
Vo l u n t e e r o f t h e w e e k
Who is faster than a Superman? Smarter than Batman? Stronger than the incredible hulk? The answer is you. Read More.
Meet Bob, a designer from New Hampshire
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4.5 Mobile App
Mobile App The WUAH App will capitalize on the growing mobile market. It gives people the opportunity to access Wish Upon A Hero at any time from any mobile device. With mobile devices being able to share apps and information at a simple touch, the “WUAH App� can be used to spread unique wishes with others. The app continues to follow the same color scheme as the other final designs.
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Final Designs
4.5 Mobile App
Wish Upon A Hero
My Wishes
Wish Upon A Hero
Messages Wishes Granted
Connecting You With People In Need
Find Wish
Post Wish
Log in Sign Up
Password Forgot Password?
GO
Find Wish
Badges
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4.6 Instagram Promotion
Instagram Promo People will be given a chance to honor those they consider a hero. By posting a picture on Instagram using #RealHeroesExist hashtag with a short explanation, that person may win a “Hero Relax Day” package. The package will feature an expense paid trip to Hawaii. The idea behind the Instagram promotion is to continue building a community where people are always taking pictures of those they consider a hero.
re o
m a gr
H
#RealHeroesExist
Everyday someone is doing something incredibile. It doesn’t matter how big or small, they find joy in just helping others. They are everywhere, they’re everyday heroes. We want you to help us find those heroes so we can give them the best day of their life. Send us a Herogram by using #RealHeroesExist hashtag on Instagram. visit www.wishuponahero.com for more details.
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Wish Upon A Hero
Final Designs
4.7 Facebook App
Facebook App The Hero Maker Facebook app will keep track of users’ good deeds. It will give tips on how to become a hero. The key is people can share everything on their own profile. The exposure will increase brand visibility.
Wish Upon A Hero
The Hero Maker Facebook App
The everyday guide to become a hero is here. Log-in to get tips on how to become a hero. Keep track of your good deeds. Share your hero status with friends. We want to help you become the change you seek.
Tips on how to become a hero
Hero Certifications
Invite Friends
Enter visit www.wishuponahero.com to start making a difference today.
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4.8 Twitter Chat
Twitter Chat The twitter chat is meant to help fix Wish Upon Hero’s biggest weakness. Unfortunately, Wish Upon A Hero consistently falls victim to being scammers. People take advantage of the site’s services for personal gain. The chat will help give users an outlet to voice their concerns of about being scammed.
Meet Bill Bill is Wish Upon A Hero’s “Wish Inspector” He’s upset people have been taking advantage of you. Bill wants to put a stop to it but needs your help. Every Thursday from 6:30 p.m. to 7:30 p.m. EST you can ask questions on how to prevent yourself from being scammed. Join the conversation by using the official #AskBill hashtag on Twitter. visit www.wishuponahero.com for more details.
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Wish Upon A Hero
4.9 YouTube Series
Final Designs
Video Series “The Life Changers” series will focus on how people’s lives are impacted by using Wish Upon A Hero. People will see for themselves how Wish Upon A Hero is making a difference every single day.
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References Amerland, D. (2011, August 25). How social media is changing the world. Retrieved from http://socialmediatoday.com/david-amerland/344152/howsocial-media-changing-world BBC News. (2010, July 20). Do typefaces really matter?. BBC New Magazine, Retrieved from http://www.bbc.co.uk/news/magazine-1068993 Burnes, R. (2009, August 17). Study shows business blogging leads to 55% more website visitors . Retrieved from http://blog.hubspot.com/blog/tabid/6307/ bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors. aspx Chapman, C. (2010, January 28). Color theory for designers, part 1: The meaning of color. Smashing Magazine, Retrieved from http://www.smashingmagazine. com/2010/01/28/color-theory-for-designers-part-1-the-meaning-of-color/ Eridon, C. (2012, June 21). 23 eye-opening mobile marketing stats you should know. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/33314/23Eye-Opening-Mobile-Marketing-Stats-You-Should-Know.aspx Fredricksen, C. (2012, August 1). US to Top Japan as World’s Biggest Mobile Ad Market. Retrieved from http://www.emarketer.com/newsroom/index.php/topjapan-worlds-biggest-mobile-ad-market/ Jorgensen, K. (2012, Septemeber 24). Facebook marketing statistics you need to know. Retrieved from http://socialmediatoday.com/node/840506
Olenski, S. (2011, October 10). Does outdoor advertising still work?. Forbes, Retrieved from http://www.forbes.com/sites/marketshare/2011/10/10/doesoutdoor-advertising-still-work/ Olenski, S. (2012, Septemeber 20). Mobile marketing too large for brands to ignore. Forbes, Retrieved from http://www.forbes.com/sites/ marketshare/2012/09/20/mobile-marketing-too-large-for-brands-to-ignore/ Porterfield, A. (2010, May 6). 16 tips for successful online video marketing. Retrieved from http://www.socialmediaexaminer.com/16-tips-for-successfulonline-video-marketing/ Sniderman, Z. (2011, May 26). Can crowdsourcing make any dream come true?. Mashable , Retrieved from http://mashable.com/2011/05/27/crowdsourcingwish/