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SQUARE ONE

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Parsons The New School for Design Design and Management BBA Program Research and Development Advanced Methods Associate Professor in Design Strategies: Robert Rabinovitz Students: Ray Chen, Joy Kim, Jaeyun Kim, Melanie Gayeon Yu


Introduction

Table of Content introduction

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identify

meetourteam

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initialbrainstorm

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about imprint

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foodproduction

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logo

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animalrights

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systemmap

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problemstatement

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schedule

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designprocess

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investigate

ideate

implement

factoryfarming

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missionstatement

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howdoesitwork

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ethicalissues

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eatinghabits

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systemmap

113

culturestudies

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casestudies

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sketches

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solutionstatement

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finaldeliverable

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demographics

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futuregoals

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targetcustomers

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sources

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personas

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Introduction Meet Our Team

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RAY CHEN

JOY KIM

Creative Director

Marketing Strategy Director

Ray Chen is the Creative Director at Imprint Consulting Group. Obtaining her Bachelors of Business Administration from Parsons the New School for Design, she was recruited as the Creative Director of With & Wessel. After staying with the company for three years, she reconnected with her former classmates to create Imprint and bring her vision of design to the team.

Joy Kim is the Director of Marketing Strategy at Imprint Consulting Group. Graduating from Parsons the New School for Design, she teamed up with her classmates to create Imprint to tackle needs and solutions regarding social media, social impact and social good. Before co-founding Imprint, she gained her knowledge of marketing and strategy through her experience as Director of Special Events at MTV Networks, where she still freelances as needed.


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JAE KIM

MELANIE YU

Research Analyst

Project Director

Jae Kim is the research analyst for Imprint Consulting Group. He graduated from Parsons the New School for Design, working and interning at Ralph Lauren for their new business venture department. Jae was brought on as a new addition to Imprint Consulting Group for his ability to collect, analyze and visualize valuable data.

Melanie Yu is the Project Director at Imprint Consulting Group. After graduating from Parsons the New School for Design, she went on to work for Dianne von Furstenberg as a project manager in new product development. She was approached by Joy Kim and Ray Chen to bring her experience in project management to Imprint consulting group to assist with their social media, social impact and social good vision.


Introduction About imprint

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ABOUT IMPRINT Imprint Consulting Group is a full service lifestyle consulting firm

with offices in New York, Chicago and Los Angeles. Founded in 2012 by Ray Chen, Joy Kim, Jaeyun Kim and Melanie Yu, Imprint strives to provide sustainable, innovative solutions that have the ability to alter social good, social media and social impact.


Introduction Logo: Sketches

Initial sketches: Campaign name and logo

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IMPRINT

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Initial sketches: Company name and logo


Introduction Logo: Final: Company

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Introduction Logo: Final: Campaign

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Introduction System Map

CHICAGO

CITIES

SYSTEM MAP

LOS ANGELES BLUEPRINT NEW YORK

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SQUARE ONE INITIAL

NIKE

BETTER WORLD

COMPANIES PEPSI CO

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NAKED JUICE


17 LIVING SOCIAL PARTNERS PUBLIC WEBSITE GOVERNMENT

GRADING SYSTEM

SCOUTMOB GILT CITY


Introduction Problem Statement

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PROBLEM STATEMENT The days where humans lived primarily on scavenging and hunting for their foods are long gone. The earliest humans specialized in creating tools such as fishing nets, hooks and arrows in order to sustain their lifestyle with the nutrients necessary to survive. Farmers would harvest their crop, providing themselves with a localized, healthy lifestyle. Fast forward through the popularization of the agricultural and industrial revolution and we see ourselves in a society where mass consumption and planned obsolescence is the core of our culture. From hormone injections, crowded living conditions and disease, factory farming has become the norm to the food industry. Factory farming is an attitude that disregards the treatment of animals and instead view them as commodities exploited for profits. This thinking has led to institutionalized animal cruelty, environmental and resource depletion and human and animal health risks. Large United States factory farms refuse to uphold USDA and OSHA standards leading to unsanitary conditions and violations regarding the treatment of animals. Animals are constantly enduring torture, abuse and mutilation without mercy from producers. We believe that there is an ethical solution to living a sustainable, cruelty free life. We strive to create public awareness that represents a community that does not tolerate factory farm abuse. Although organizations such as PETA and ASPCA have fought hard to create awareness to the public, they have gone unnoticed and have been ineffective. Therefore, there is a need to stop cruelty inflicted upon animals. Square One hopes to achieve that goal through innovative campaigns, services and products.


Introduction

Project Schedule

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MAJOR MILESTONES

MINOR MILESTONES

Logo Sketch PRESENTATION

Design Process Research Initial Layout

DETAILS Outline Color Name for process Design Colors Statistics Grids Color palette

SPRING BREAK

Finalize

Final decisions

DRAFT 1

Finalize B&W Copy

Logo Layout

RESEARCH

Field Research

Online Surveys Interviews

IDEATE

Analyze Data

Surveys/interviews DataVisualizations

IDEATE

Brainstorm

Possible solutions Implementation

IMPLEMENT

Solution Sketch

IMPLEMENT

Finalize

Sketch Design

IMPLEMENT

Book Editing

Layout Content

IMPLEMENT

Book Binding

Send to print

PRESENTATION

2Versions

Physical Digital

Long book Short presentation

3/7

3 /14

3/21 3/28

4/4

4/11

4/18

4/25

5/2

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Introduction Design Process

Design Process

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Introduction Design Process: Inspiration

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Introduction Design Process: Sketches

Brainstorm all possible steps for design process.

Group names selected based on the companies mission.

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Final decision making for design process and descriptions for each step within the design process.


Introduction Design Process: Final

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identify

investigate

ideate

Identify a problem that affects social good, social impact and social media.

Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.

Ideating is the process for generating new product and service concepts. Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services.

implement Implementation is the process in which we deliver our service from the project stage into our consumer’s lives. Through branding, packaging and marketing, we strive to deliver appropriate and tangible strategies that create growth in business and market desirability through multiple touch points.


Introduction

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identify


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IDENTIFY Identify a problem that affects social good, social impact and social media.

In order to understand the various problems surrounding social media, social impact and social good, it was crucial to comprehend the problems that played an impact on society and culture. Through individual and group brainstorms and sketches, we focused on social and political issues in current society, such as technology, gender roles and animal rights and ethics. Consistent research showed a great need of finding a solution for creating awareness on animal rights and ethics, which was our final topic.


Identify Brainstorm: Initial

Imprint team did initial sketches of brainstorms based on major social and political issues in current society. Sketches are created by group members individually.

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Identify Brainstorm: Initial

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Identify Brainstorm: Food Production

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Brainstorming based on food production industry in the US.


Identify Brainstorm: Human/ Animal Rights

From the brainstorm about the food production industry, Imprint Group discovered that animal rights is the catalyst to this problem.

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Introduction

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investigate


Investigate

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INVESTIGATE Investigation is gathering information through looking at trends and behaviors. Using creative thinking and design, we find the problem and opportunities that motivates our search for solutions.

After choosing animal rights and ethics as our final topic, we felt it was necessary to have an understanding on factory farming, animal rights and ethics as a whole, as well as how different cultures view the issue. We focused on religion, laws and norms within the industry of the Chinese, Indian, Jewish and American communities.

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Investigate

Ask the experimenters why they experiment on animals, and the answer is: “Because the animals are like us.” Ask the experimenters why it is morally okay to experiment on animals, and the answer is: “Because the animals are not like us.” Animal experimentation rests on a logical contradiction. Charles R. Magel

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Investigate Factory Farming: Overview

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FACTORY FARMING : OVERVIEW Factory farming is an attitude that disregards the treatment of animals and

instead views them as commodities exploited for profits. The process of factory farming consists of raising livestock in confinement of high densities, where antibiotics and pesticides start the spread of disease. Although factory farming techniques differ from country to country, the debate over the benefits, risks and ethics of these animals stay the same. Factory farms typically hold large numbers of cows, pigs, turkeys or chickens that are raised indoors and in crowded living conditions. The goal of the organization is to produce as much meat, poultry, eggs or milk at the lowest possible cost in the shortest amount of time as possible. In order to achieve this, artificial methods, such as antimicrobial agents, vitamin supplements and growth hormones are used to maintain animal health and improve production.

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Investigate Factory Farming: Ethical Issues

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ETHICAL ISSUES The ethical issues surrounding factory farming are the large concentration

of animals, animal waste and the potential for dead animals. The business revolves around a perfect, uncontrolled supply and demand enterprise. The methods used to sustain this are cruel to animals, often resulting in torture, abuse and mutilation. Furthermore, animals are forced into crowded situations, drugged and often performed surgery on. Chicks are debeaked when very young and pigs develop joint pain due to lack of exercise. In addition to having a health impact on animals, humans are affected as well. Workers of these slaughterhouses develop acute and chronic lung disease, skeletal injuries and catch infections that are being transmitted from animals to human beings. Pesticides are often used to prevent product losses, however when they make their way into consumers’ bodies, they can cause health problems. In addition, environmental destruction results from these farms, when animal waste is improperly recycled producing large quantities and concentrations of waste. Factory farming is a controversial topic, having both its advantages and disadvantages, but the facts are clear. Not only are these animals suffering to fit the norms of our society that so often consists of overindulgence and planned obsolescence, but our health, environment and resources are also at risk. By adhering to an cruelty free farm, these issues have the ability to be resolved.

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Investigate Culture Studies: Introduction

Culture Studies

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Investigate Culture Studies: China

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China As of 2006, there were no laws in China governing acts of cruelty to animals.

In certain jurisdictions such as Fuzhou, dog control officers may kill any unaccompanied dogs on sight. However, the People’s Republic of China is currently in the process of making changes to its stray-dog population laws in the capital city, Beijing. Mr. Zheng Gang who is the director of the Internal and Judicial Committee which comes under the Beijing Municipal People’s Congress (BMPC), supports the new draft of the Beijing Municipal Regulation on Dogs from the local government. This new law is due to replace the current Beijing Municipal Regulation on Dog Ownership, introduced in 1889. The current regulation talks of “strictly” limiting dog ownership and controlling the number of dogs in the city. The new draft focuses instead on “strict management and combining restrictions with management.” There are no government supported charitable organizations like the RSPCA, which monitors the cases on animal cruelty, so that all kinds of animal abuses, such as to fish, tigers, and bears, are to be reported for law enforcement and animal welfare.

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Investigate Culture Studies: China

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These animals have been suffering from birth, really. Once they’re born they go into this industry. And straight away the trainers are starting to brutalize them to make them to do these tricks…. We saw some of the training of the younger animals; they were continually hit to make sure they learnt these tricks so that when they’re out in the performance ring they perform them to the best standard. David Neale

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Investigate Culture Studies: India

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INDIAN CULTURE India is a large country that is developing at a very fast pace. India

supports 15% of the world’s population, ranking in as a country with the 2nd largest population in the world. India has diverse ethnic groups and varieties of religions. Two main religions in India are Hinduism and Islam; about 80% of the population are Hindus but India is also the home of more than 138 million Muslims, which accounts for one of the world’s largest Muslim populations . Both religions follow a specific and strict dietary laws and have distinct view of animal ethics.


Investigate Culture Studies: India: Religion

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INDIAN RELIGION Hinduism: The doctrine of ahimsa leads Hindus to treat animals well, especially cows, which are very sacred to Hindus. There are numerous religious paintings depicting cows as a god, as very valuable creatures. For that reason, killing cows is banned in India and no Hindu would eat any beef products out of respect for cows. Hindus in general are strict vegetarians; often restrict themselves from consuming meat, fish, poultry and eggs. Islam: Under the Qur’an, Muslims believe that animals must be treated with kindness and compassion; and that animals exist for the benefit of the human beings. Muslims are instructed to avoid treating animals cruelly such as overworking the animals and factory farming...etc. Muslims are allowed to hunt animals for food as long as animals are killed humanely and killed according to the Islamic slaughter rules.

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Investigate Culture Studies: India: Dietary Regulation

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INDIAN DIET There are many specific rules in the Islamic slaughter regulations, which shows that under Islamic laws, animals must be treated ethically. For example, under Islamic slaughter rules, animals must be well treated before being killed and animals must not see other animals being killed..etc. Also, the animal must be killed by cutting the throat with the single continuous back and forth motion of a sharp knife. The cut must sever at least three of the trachea, oesophagus, and the two blood vessels on either side of the throat. These rules accommodate animals well as much as they can, and cause the animals least amount of pain.

Muslims follow a strict dietary regulations, as eating is a matter of faith in Islam. All practicing Muslim believers obey God by eating the allowed foods (halal) and avoiding the forbidden foods (haram) which are mentioned in the Qur’an. For example, Muslims strictly don’t eat pork because it is God’s word in the Qur’an. Other forbidden items includes gelatin, blood, any food or drink with alcohol in it and any meat that is not slaughtered in the prescribed Islamic way...etc.

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Investigate Culture Studies: Jewish: Kosher

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KOSHER FOODS Kosher foods fall under the regulations of the Jewish religion. The definition

of kosher states that there are regulations on certain foods that is fit or allowed to be eaten. In order to be classified as ‘kosher,’ meat and poultry must be slaughtered in a correct ritual manner. Additionally, if the animal dies a natural death, it is not considered kosher and all blood must be removed from the animal before consumption.


Investigate Culture Studies: Jewish: Slaughterhouse Controversy

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SLAUGHTERHOUSES Although Orthodox Jews has extremely strict regulations on what is

considered kosher and non-kosher, there have been controversies surrounding Agriprocessors, the world’s largest kosher slaughterhouse. It was revealed in 2004, when PETA investigators went undercover, that Agriprocessors had been ignoring the Jewish commitment to the law. A video was shot that broadcasted 300 instances of inhumane slaughter where the cows were shocked with electric prods. Their esophagi and tracheas were ripped from their throats with meat hooks or knives and they were then left in a pile of blood trying to stand up and escape while blood poured from their throats.


Investigate Culture Studies: USA: Cultural

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THE UNITED STATES The United States is a country with its own unique social and cultural

characteristics, which is made up of a large scale of ethnicity and races. Nevertheless, the cultural norms of mainstream Americans stays consistent within each race. The typical American is time conscious, treating it with the utmost importance, viewing time as money. They consider themselves individuals that have full control of their destiny. In the American mind, change is strongly advocated and linked to development, improvement, progress and growth. Americans are also often fascinated by new technology and gadgets. In fact, children ages 10-17 nearly all have access to modern technology. The enthusiasm for computers and the Internet runs deep, across all incomes, regions, races, political ideologies and most age groups. Only older Americans, 60+, seem uninterested in the technological world.

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Investigate Culture Studies: USA: Eating Habit

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THE UNITED STATES Due to the American’s ever-growing need to succeed, they are constantly

on the go, opting for fast food that is not nutritious in any way, shape or form. America is considered one of the most obese countries, suffering from diabetes and chronic disease. Nearly a third of Americans are getting their calories from junk foods, being simultaneously overfed and malnourished. Recent studies have shown more evidence linking food choice and personal health and the American public is slowly coming to realize that their diets are linked to disease. Keeping this in mind, many Americans have started to understand that eating organic and local foods is the solution to living a healthy lifestyle.


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Ideate

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IDEATE Ideating is the process for generating new product and service concepts.

Through prototyping, we develop and test our ideas to discover any unknown factors that can affect the success of our services. By analyzing Chinese, Indian, Jewish and American cultures, we were able to see how cultural and societal drivers influence the way these communities look at animals and how they are treated. Through our cultural studies, we found that these countries treat animals the way they do because it has been implemented into their lifestyle. By finding this information, we understood that in order to create a sustainable, effective solution, it was imperative to acknowledge the cultural and societal norms of Americans.

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Ideate Square One: Mission Statement

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MISSION STATEMENT Square One was created in 2012 by Imprint Consulting Group to inform

the public on issues involving animal ethics and cruelty. Initially starting as a campaign, Square One has grown into a resource destination, frequently teaming up with lifestyle and fashion companies to create awareness. Through multiple touch points, Square One is constantly searching for innovative and beneficial ways to reach out to the public.

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Ideate Square One: Background: FOOD TRENDS

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FOODTRENDS In a society where obesity and health concerns are growing, many people are

opting for a local and organic lifestyle. More people in the United States are opting to go vegetarian or vegan when it comes to eating out that suggests a shift in the way Americans are eating. Because of the growing popularity, restaurants have learned that in order to create loyal customers, it is important to cater to their preferences. Studies have shown that 47% of Americans are trying to reduce their meat consumption and more that 27% of adults are ordering more vegetarian friendly meals. Restaurants understand that adding vegetarian and vegan options to their menu is one of the top strategies for improving business.

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Ideate Square One: Background: NYC

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NYC BACKGROUND Many New Yorkers are not natives and often move into the state due to job,

career or educational opportunities. The New York ‘state of mind’ entails that life is too short and it is imperative to achieve as much as possible without wasting time. Residents are able to juggle attending events, visiting the newest restaurant, lounge or club, while still working to get a promotion at work. New Yorkers are constantly on the go, often times resulting in an air of arrogance or rudeness. Because New Yorkers are constantly multitasking; sending emails while walking, talking on the phone or texting, they are highly reliant on technology, never seen without a Blackberry or iPhone in their hand. It is no surprise that stress is among the biggest symptoms of New Yorkers, with financial concerns being the source of it. Because of the rise in housing costs, along with health and transportation, New Yorkers are constantly looking to save money in any way they can, while still enjoying the luxuries the city has to offer.

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Ideate Square One: Background: NYC Eating Habits

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NYC EATING HABITS New York City is best known for the exposure to different cultures.

Because of the major immigration entry into America, the city comprises of people of all different religions and races. Due to this melting pot, going out to eat is one of the most popular things to do in New York City. These cultural influences drive eating behaviors, as there is an option that caters to everyone’s dieting preference. New Yorkers love to think about where to eat and are constantly on the search for the newest restaurants that will satisfy their hunger for something new. Between January and September of 2010, New Yorkers made more than 10 million visits to over 10,000 restaurants.

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Ideate Square One: Case Studies: Case Study 1: PETA

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PETA: KFC KFC suppliers cram birds into huge waste-filled factories, breed and drug them to grow so large that they can’t even walk, and often break their wings and legs. At slaughter, the birds’ throats are slit and they are dropped into tanks of scalding-hot water—often while they are still conscious.

Roughly 1 billion chickens are killed each year for KFC. KFC lets frustrated factoryfarm and slaughterhouse workers handle live birds, resulting in many of the animals being sadistically abused. Animal welfare organizations have asked KFC to take steps to eliminate these abuses, but KFC refuses to do so.

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Ideate Square One: Case Studies: Case Study 2: Chipotle

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CHIPOTLE:“BACKTOTHE START” Chipotle launched a new campaign promoting its stance on sustainable

farming in 2011 through the short animated film that depicts a farmer’s journey to sustainable farming. The film was directed by London-based Johnny Kelly and features a cover of the Coldplay song “The Scientist,” sung by music icon and family farm advocate Willie Nelson. The visually stunning 2 minutes film depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack was commissioned by Chipotle to emphasize the importance of developing a sustainable food system. Unlike most anti-factory farming advocate videos that are usually really hard to watch, Chipotle’s “Back to the Start” film handles slaughtering animals and the tough subject of today’s industrial farming reality in an upbeat, entertaining way without showing any gruesome dead animal pictures or slaughter horror stories, while getting the message across very clearly.

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Ideate Square One: Solution Statement

Solution Statement

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When creating a solution for animal ethics and rights, we wanted to create a

community for our audience that encouraged conversations between people of varying religions, lifestyles and preferences. In order to do so, it was essential to offer a place where an opportunity for constant dialogue was able to take place. Our target consumers are 20-35 years of age and rely heavily on technology and social media sites, such as Facebook, Twitter and Pintrest. By looking at the characteristics of our audience, we were able to find that the best solution would be to connect with them with social media and daily deal sites, such as Scoutmob, Gilt City and Living Social. Through the analysis of various case studies and demographics of daily deal sites, it was apparent that our consumers were given the freedom and option to make a change. By understanding the target audience of Scoutmob, Gilt City and Living Social, we were able to create benefits for our consumers without forcing our opinions and beliefs on them.

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Ideate Square One: Partners: Living Social: Demographics

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LIVING SOCIAL LivingSocial is an online source that introduces their users to the most

interesting experiences at the best local businesses. Their mission is to connect their members with the best joints in the neighborhood by connecting them with local businesses. They offer new offerings everyday from dinners, outings, shows, clothing, etc. LivingSocial requires users to register for their site and purchase deals on the spot that can be redeemed at any time within the expiration date. LivingSocial caters to visitors that are 21-34 with a higher female subscription. Most users have a college degree and the website has a higher percentage of users in the East Coast. LivingSocial’s visitors tend to be affluent in Internet usage. Additionally, their users are 49% more likely to make $150,000 more than the average American.

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Ideate Square One: Partners: Gilt City: Demographics

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GILT CITY Gilt City is a local lifestyle site made from the creators of Gilt Groupe. Gilt City

offers the best deals that a city has to offer. They do so by creating connections with local businesses and activities to provide the best deals possible. Each sale lasts a week or until sold out and features the most sought-after restaurant, spas, salons, events, shows, concerts, etc. Gilt City members are required to buy the deal on the cite then redeem it within the time period given. Gilt City caters to luxury lifestyle, designed to target a high-end clientele. Shoppers on Gilt City are mostly 25-35 years old, with a high income in the six figures. The demographic consists of 400,000 New York users that do not have any dispensable time. Gilt understands that their largest audience lives a busy lifestyle and aims to make shopping a convenient pleasure.

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Ideate Square One: Partners: Scoutmob: Demographics

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SCOUTMOB Scoutmob is a daily deal site that stands out in the couponing industry by

providing a mobile solution that delivers deals in a risk free, usable way. Deals are delivered straight through a smartphone application or through text. With Scoutmob, users do not have to wait to redeem their discount and are not required to make the purchase until they are actually at the register and 100% sure that they will be using it. Scoutmob is an innovative approach to consumers and merchants alike. Consumers do not have to commit upfront and can tap into a community that helps them discover their city. Because Scoutmob caters to local businesses, they draw a loyal demographic compared to traditional coupon clippers. The traffic seen on Scoutmob’s website and application are predominantly 18-34 year olds that are college graduates with incomes of over $30,000. It is a niche deal site that caters to locals and is said to be used by ‘hipsters.’

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Ideate Square One: Target: Consumer: Overview

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TARGET CONSUMER Square One’s target consumer ranges from ages 20-35. Our audience is segmented into two groups, 20-27 and 28-35. Our typical consumer for ages 20-27 are young adults that have just started college, graduated college or have recently acquired jobs. These consumers are independent and are finally living “in the real world.” They have complete control over their lives and have the ability to make their own decisions, regardless of parental supervision and the influence of their friends. Our 28-35 year old consumers are people who are getting married, having kids and starting a family. Their main concern is creating a healthy lifestyle for their young kids and teaching them how to treat their body through organic, local and cruelty-free produced foods. Both consumer segments know the importance of the concept, “you are what you eat.” They take care of their bodies and make it their first priority to support local farmers and are constantly striving to obtain a healthy, sustainable lifestyle, from food, products and services. They appreciate the finer things in life, opting to splurge on quality rather than quantity. Nonetheless, being New Yorkers, it is difficult for them to consistently live the way they do, without worrying about the impact it has on their wallets. They rely heavily on technology, social media and daily deal sites to get by.

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Ideate Square One: Target Consumer: Persona 1:Overview

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PERSONA 1: EMILY Emily is a 25 year old recent graduate from NYU’s journalism program. Although she graduated a year ago, she found that it was increasingly difficult to find a steady job in the industry. Instead, she decided to pursue her passion of both the food and journalism industry by creating her blog, ieatyoueat. blogspot.com. In order to keep her blog interesting, she is constantly looking for new restaurants that have recently opened, along with rising food trends. Because she does not have a steady income, she is constantly on applications such as LivingSocial. LivingSocial is a great way for her to stay informed about new restaurants. She relies heavily on LivingSocial to get the best deals in the city as possible. Whenever she goes to new restaurants, she loves dragging her friends along so they have the option to taste many different dishes.

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Ideate Square One: Target Consumer: Persona 1: A Day of Life

Emily

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Eat lunch with her friends.

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Leave her LES apartment and go to flea markets as well as farmers markets to look for any interesting finds and talks to local farmers.

Visit local boutiques and vintage stores to find something for an event in the evening.

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AM 00 8: Get ready

Come home, drop off her things, respond to emails and get ready to meet her friends for lunch.

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Check and respond to emails and blog comments.

Wake up and eat breakfast

Visit a coffee shop near her apartment to work. Emily reads food and lifestyle blogs to stay aware of trends and updates her blog. She also talks to food critics and restaurants about possible endorsements.


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Attend a food event for press, restaurants and bloggers that is hosted by Living Social.

Meet up with her friends for happy hour before her event.

Upload pictures taken throughout the day and at the event and jot notes so she can update her blog.

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Go to bed.

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Research new restaurants, hotels, stores, etc.

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Go to SoulCycle for her spinning class, shower and get ready for an event.

Drink a glass of wine, while watching TV, movies or read.

* [ red boxes] indicate the times each persona may check daily deal sites.

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Ideate Square One: Target Consumer: Persona 2: Overview

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PERSONA 2: CARA Cara is a 35 year old notorious for her old partying ways. During her 20’s, she

was the socialite everyone wished they could be. She would never be seen without her fabulous entourage at the hottest clubs and parties. In her late 20’s, she met her future husband, Drew, and decided to end her hard partying days. They got married when she was 31 and soon after, she gave birth to her daughter Hartley, now 3. When Hartley was born, Cara realized that although she had completely damaged her body through substance abuse, she would do anything to live a long, healthy lifestyle for her daughter and also give her daughter the nutrition that was necessary. She decided to start eating organically, supporting local farmers as well as cut out red meat and chicken after watching Food Inc. and Farm to Fridge. Because New York City is growing in vegan and vegetarian restaurants, she never has a problem choosing a place to eat, however she does find that eating this way has started to play an impact on her wallet. Gilt City really helps her to find all these healthy and affordable restaurants and gyms.

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Ideate Square One: Target Consumer: Persona 2: A Day of Life

Cara

Meets her friends at Bergdorf Goodman to eat lunch and shop.

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Leaves her Upper East Side apartment to drop Hartley off.

Goes to Cleo Spa and Salon to get her hair and nails done.

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AM 30 7: Gets Hartley out of bed and eat breakfast together as a family.

Go to her yoga class, which she found on Gilt City, shower and get ready to meet friends.

0A M

Get Hartley ready for her day care, while John leaves for work.

Wake up and cook breakfast for Hartley and her husband, John.

Picks up Hartley from her daycare.


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Cara and John play with Hartley.

Go on her computer and research vegetarian restaurants, send emails to family and friends, etc.

Eat dinner with Hartley and John.

Get Hartley ready for bed and tuck her in.

Go to bed.

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Start preparing dinner.

Drink wine and watch movies or talk with John.

* [ red boxes] indicate the times each persona may check daily deal sites.

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Ideate Square One: Target Consumer: Persona 3: Overview

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PERSONA 3: MICK Mick is a 22 year old student, finishing his last year at The Pratt Institute in the

photography department. He resides in Williamsburg, Brooklyn with three of his friends. He originally came from a small town in Oregon and moved to New York City in 2009 for college. His parents did not approve of his career in the arts, yet he decided to pursue his passion regardless, working part time jobs in order to cover his rent and other expenses. He currently works at Blue Bottle Coffee in Williamsburg as a barista, taking as many shifts as he can. When he gets free time, he loves to bike around the city, taking pictures of anything that inspires him. He loves to visit mom and pop cafes around his neighborhood and is constantly checking Scoutmob to find the best deal. Mick tries to save money in every way possible, from groceries, restaurants, drinks, books and photo material.

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Ideate Square One: Target Consumer: Persona 3: A Day of Life

Mick

Work at Blue Bottle Coffee.

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Go to class.

Go to his favorite record store in the Lower East Side to see if there is any new music out.

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Go to the dark room on campus to print his pictures.

Bike across the Brooklyn Bridge, have a snack and take pictures of the scenery and sunset.

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Meet his friends for lunch and bike to school for class.

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Wake up, eat breakfast and get ready for work.

Pick up his girlfriend from her Lower East Side apartment.


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Surf the internet, respond to emails.

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Go to bed.

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PM 00 6: Get drinks and dinner with his girlfriend, using the deals from Scoutmob.

Watch a TV show, listen to music, drink a beer.

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Go to local cafe to work on homework.

PM

Walk around Manhattan and take pictures of people with intriguing fashion and capture moments of emotion.

Make calls to his family and friends in Oregon and his girlfriend.

* [ red boxes] indicate the times each persona may check daily deal sites.

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implement Square One: How Does It Work?

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HOW DOES ITWORK? Through research, we created Square One, a campaign that integrates

technology, benefits and freedom, while still creating awareness. We team up with local restaurants, lifestyle and hospitality companies that strive to maintain a cruelty free and sustainable way of life. We negotiate deals with these companies, where we can offer our users a discounted meals, clothes or hotel visits. We then take these deals to sites such as ScoutMob, LivingSocial and Gilt City. These daily deal sites post these benefits on their platform, attracting our target consumer. In order to unlock these deals, consumers are required to visit the Square One website, watch a video that is either animated or live footage. Once using the deal at the restaurant, store or hotel, the business associates will provide them with a kit that will contain more information on animal rights along with the background of the Square One campaign. In order to build communication within our users, we aim to create relationships between our campaign and our users at every touch point possible. Square One kits will be available at all New York City farmers markets, flea markets and various other stores that support our cause.

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implement Square One: System Map

TARGET CONSUMERS

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EMILY

LIVING SOCIAL

CARA

GILT CITY

MICK

SCOUTMOB

DEALS

UNLOCK DEALS


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WATCH VIDEO 1 WEBSITE

OR WATCH VIDEO 2

ARTISTS COLLABORATIONS

GET MORE INFO GET DEALS

GET KITS SHARE WITH FRIENDS

ALSO AVAILABLE IN STORES 115


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Sketches

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implement Square One: Sketches: Website

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implement Square One: Sketches: Videos

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implement Square One: Sketches and Inspirations: Kit

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KIT INSPIRATIONS When customers redeem their deals, they will receive a kit from the business associates. The kit will contain a campaign t-shirt, canvas bag, stickers for kids, bracelets, brochures and recipe cards.

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Final Deliverable

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implement Square One: Final Deliverable: Website: Home Page

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implement Square One: Final Deliverable: Website: Deals

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implement Square One: Final Deliverable: Website: Stay Informed: Chicken

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implement Square One: Final Deliverable: Website: Stay Informed: Cow

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implement Square One: Final Deliverable: Website: Stay Informed: Pig

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implement Square One: Final Deliverables: Website: Mock-ups

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implement Square One: Final Deliverables: Videos

Left to Right: At the moment chickens are born in factories, they are subjected to abuse.

Left to Right: Their beaks are cut off and male chicks are killed because they do not have commercial values.

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Left to Right: Chickens live in confined and windowless sheds. They are constantly injected with hormones in order to make them gorw faster unnaturally.

Left to Right: Chickens often die of crippled legs due to their abnormal body weight and stress. The survived ones are slaughtered in an inhumane manner.

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implement Square One: Final Deliverables: Kit

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implement Square One: Future Goals

Future Goals

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implement Square One: Future Goals

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SHORT-TERM GOAL: 1 -3YEARS In order to offer the most effective and innovative campaign, Square One will only focus on targeting New Yorkers that are 20-35 years old. Because of the sensitivity of the issue, we felt that it was beneficial to truly understand our consumer and find a niche that would accept Square One’s campaign openly.

New York is highly populated in residents that were not born and raised in the city, but rather residents who have moved from other states due to career goals. By creating awareness, we hope that it will create word of mouth to make penetration to new locations easier.

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implement Square One: Future Goals

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MID-TERM GOAL: 3-7YEARS Through word of mouth and social media, we hope to expand Square One’s

campaign into other major cities in the United States, with the help of Imprint Consulting Group. To do so, we will dive deeper into cultural and societal norms of each city in order to understand what drives them. Additionally, we hope to create a stronger online presence through our website and application by creating a grading system for restaurants that our users have full access to. The grading system will give our consumers the necessary information that is needed to make an easy transition into a healthy, cruelty free lifestyle. Each restaurant that has been graded by Square One will be given a QR Code that can be easily scanned through our mobile application. Once scanned, the Square One user will be able to view information and reviews made by the Square One team on the restaurant. The application will also give users the opportunity to rate and review the restaurant. In addition, our website will have constant online support, where our representatives, available at any time, can answer questions. Furthermore, we will offer forums where our users can discuss any questions or concerns that they might have and share their stories.

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implement Square One: Future Goals

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LONG-TERM GOAL: 7+YEARS Our long term goal consists of entering new countries that have very little

knowledge about the issue surrounding animal cruelty and ethics. We will build trust within the community by collaborating with animal friendly companies that can help Square One be viewed as a reliable source of information. Like we have done in the past, we will strive to learn as much about each country as possible, knowing the cultural and societal drivers to understand how to best target them. After our initial research, we will start to look into incentives that can be made to benefit each country, while making it a smooth transition. Our website will grow to offer a variety of different languages, so our international users can access it easily.

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implement Square One: Sources: Pictures

1.http://www.corbisimages.com/stock-photo/rights-managed/AX028832/bald-eagle-landing-on-water 2. http://acryforhelprescue.webs.com/planahead.htm 3. http://goatmilk100.blogspot.com/2011/03/star-24-mar-2011.html 4. http://icarly.wikia.com/wiki/Baby_Chicks 5. http://abestworld.com/2012/03/03/worlds-wonder-great-wall-of-china/ 6. http://blog.ctnews.com/woof/2011/04/20/china-dogs-rescue-shows-growing-animal-activism/ 7. http://www.indiatravelblog.net/honeymoon-destinations-in-india/ 8. http://tessaguze.blogspot.com/ 9. http://audreyandthane.wordpress.com/tag/holy-cow/ 10. http://www.echinacities.com/suzhou/city-life/the-great-indian-restaurants-of-suzhou.html 11. http://kumah.org/2008/06/free-food.html 12. http://pearsonstown.blogspot.com/2011/07/for-love-of-farming.html 13. http://www.123rf.com/photo_9228670_caged-chicken.html 14. http://schools.csd509j.net/jefferson/Jeff-school1/Cyberhunts/Cyberhunt%20Statue%20of%20Liberty.htm 15. http://www.chocolateguru.net/september-12th-is-national-milkshake-day/ 16. http://depositphotos.com/5061808/stock-photo-American-Fast-food-style-fresh-french-fries.html 17.http://www.thecupcakeblog.com/tag/ginger/page/2/ 18. http://www.marketingpower.com/ResourceLibrary/Pages/Marketing%20Matters/MarketingMattersNewsletter.06.24.2008/ FastFoodFavoritesConsumersRemainLoyaltoBrands.aspx 19. http://www.simmerdownfood.com/2009/01/12/curried-brown-rice-salad-with-tempeh/ 20. http://www.usapics.net/empire-state-building-new-york-city-new-york.html 21. http://www.hauteliving.com/2012/03/top-5-five-star-restaurants-in-new-york-city/ 22. http://www.kentuckyfriedcruelty.com/ 23. http://www.awn.com/news/cg/nexus-johnny-kelly-creates-animated-short-chipotle-cultivate-foundation 24. http://eatyourradio.kgnu.org/2010/11/21/healthy-food-for-thanksgiving-ashley/ 25. http://www.immortalhumans.com/combat-chronic-stress-with-exercise/ 26. http://wlccollegefeedback.blog.com/ 27, http://theeconomiccollapseblog.com/archives/college-students-this-is-your-future-high-unemployment-and-student-loan-hell 28. http://www.choiceamericanetwork.com/Arts/Books/tabid/5114/language/en-US/Default.aspx 29. http://www.freemages.co.uk/browse/photo-998-pile-of-macaroons.html 30. http://www.123rf.com/photo_8726301_white-dress-skipping-girl-in-field-with-flowers-at-sunset.html

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31. http://reachtheschool.com/lets-have-a-cup-of-coffee-leader-to-leader 32. http://rorol.com/tag/mom%20and%20kid 33. http://macaulay.cuny.edu/eportfolios/groupd/samantha-riddell/ 34. http://gastronomichael.blogspot.com/2010/10/visit-to-eatalynew-york.html 35. http://www.yogapractitioner.com/ 36. http://travel.ezinemark.com/seven-man-made-wonders-of-the-usa-773633521faf.html 37. http://bikesnobnyc.blogspot.com/2010/03/bsnyc-product-review-outlier.html 38. http://realelifdesigns.blogspot.com/2011/02/old-pics-of-my-bay-ridge-brooklyn.html 39. http://www.flickr.com/groups/leica_screwmount/discuss/72157605297011522/ 40. http://www.ecobags.com/Canvas-Shopping-Tote-Bag-Recycled-Cotton 41. http://www.treehugger.com/clean-water/kor-one-water-bottles-support-water-causes.html 42. http://www.first-aid-product.com/consumer/kids_first_aid.htm 43. http://www.squidoo.com/Canvas_Bags 44. http://bespokebeauty01.health.officelive.com/Environ.aspx 45.http://comdes2.blogspot.com/2012/01/greg-schobers-animal-pictograms.html 46. http://articles.businessinsider.com/2011-03-09/entertainment/30086808_1_video-production-wise-wordssurveillance-cameras 47. http://www.sodahead.com/united-states/are-americans-still-eating-at-olive-garden-restaurants-you-can-getbreadsticks-anywhere/question-2274115/?link=ibaf&q=&imgurl=http://www.sonofthesouth.net/revolutionary-war/ political/modern-american-flag.jpg 48. http://tipstrategies.com/blog/trends/globalization/

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implement Square One: Sources: Research

http://thisisnotadvertising.wordpress.com/2011/09/05/chipotle-mexican-grill-back-to-the-start/ http://www.forbes.com/sites/jacquelynsmith/2011/12/20/the-most-unforgettable-ad-campaigns-of-2011/3/ http://www.chipotle.com/en-us/fwi/videos/videos.aspx?v=1 http://www.peta.org/issues/animals-used-for-food/factory-farming.aspx http://www.peta.org/issues/animals-used-for-food/chickens.aspx http://www.peta.org/issues/animals-used-for-clothing/leather-industry.aspx http://www.peta.org/issues/animals-used-for-clothing/global-leather-trade.aspx https://www.cia.gov/library/publications/the-world-factbook/geos/in.html http://www.state.gov/r/pa/ei/bgn/3454.htm http://www.bbc.co.uk/religion/religions/hinduism/ http://www.bbc.co.uk/religion/religions/islam/ http://www.vegsoc.org.au/forum_messages.asp?Thread_ID=2190&Topic_ID=8 http://www.renren.com/262839755#//share/share/262839755?curpage=17&type=2 http://photo.renren.com/photo/269864972/photo-4423422115#/269864972/photo-442343 http://www.huffingtonpost.com/2012/02/21/animal-rights-china-celebrity-activists_n_1290273.html http://www.cbsnews.com/8301-501712_162-57381565/famous-faces-help-boost-animal-rights-in-china/ http://en.wikipedia.org/wiki/Chinese_Animal_Protection_Network http://en.wikipedia.org/wiki/Chinese_Companion_Animal_Protection_Network http://news.change.org/stories/animal-use-and-abuse-statistics-the-shocking-numbers http://www.greenfudge.org/2010/08/28/new-report-exposes-animal-cruelty-in-chinese-circuses/ http://ethelsmith.hubpages.com/hub/More-horror-in-China http://www.biotechnologyonline.gov.au/foodag/timeline.html http://www.peta.org/features/agriprocessors.aspx http://tarhauskielto.fi/investigation-into-fur-farms-in-finland-2011 http://en.wikipedia.org/wiki/Kosher_foods http://www.jewfaq.org/kashrut.htm http://en.wikipedia.org/wiki/Islamic_and_Jewish_dietary_laws_compared http://en.wikipedia.org/wiki/Halal http://en.wikipedia.org/wiki/Cruelty_to_animals http://articles.nydailynews.com/2012-01-01/news/30580054_1_chefs-food-trends-pierre-gagnaire http://www.gettyimages.com/detail/photo/fingerprint-royalty-free-image/78391963 http://www.frogdesign.com/services/process.html http://www.perceptgroup.com/Support/USLifestyles/6groups.aspx

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http://www.npr.org/programs/specials/poll/technology/ http://www.naturalnews.com/001109.html http://www.augsburg.edu/home/education/edc210/norms-values.html http://en.wikipedia.org/wiki/Factory_farming http://en.wikipedia.org/wiki/Hunter-gatherer http://www.naturalnews.com/001109.html http://voices.yahoo.com/eating-vegetarian-trend-178624.html?cat=5 http://www.huffingtonpost.com/kathy-freston/the-changing-tide-of-food_b_855168.html http://newyorkstreetfood.com/25545/top-food-trend-predictions-for-2012/ http://www.bundle.com/article/eating-habits-new-yorkers-what-they-spend-and-where-they-go-five-borough-breakdown/slide/9/ http://www.tripcart.com/usa-regions/New-York-City,Society-Culture.aspx#Guide||||||||||||| http://isastaffing.com/blog/?p=4063 http://voices.yahoo.com/eating-vegetarian-trend-178624.html?cat=5 http://www.huffingtonpost.com/kathy-freston/the-changing-tide-of-food_b_855168.html http://newyorkstreetfood.com/25545/top-food-trend-predictions-for-2012/ http://bits.blogs.nytimes.com/2011/09/26/is-new-york-a-fertile-breeding-ground-for-start-ups/ http://adgrok.com/new-york-will-always-be-a-tech-backwater-i-dont-care-what-chris-dixon-or-ron-conway-or-paul-graham-say/ http://www.smithsonianmag.com/travel/mytown-newyork.html?c=y&page=2 http://www.apa.org/news/press/releases/stress/stress-new-york-city.aspx http://www.washingtonpost.com/business/capitalbusiness/gilt-city-and-rue-la-la-battle-it-out-for-dc/2011/07/25/gIQAHqIhlI_story. html http://techcrunch.com/2010/11/04/survey-says-gilt-city-is-still-a-work-in-progress/ http://www.giltcity.com/company http://sgeye.wordpress.com/2010/10/19/gilt-groupe-provides-customer-demographics/ http://www.quantcast.com/gilt.com# http://jamiedunham.wordpress.com/2011/06/14/marketing-to-women-the-demographics-of-groupon-and-living-social/ http://www.orbitalalliance.com/blog/2011/june/demographic-differences-between-groupon-and-livingsocial.html http://blog.nielsen.com/nielsenwire/online_mobile/deal-me-in-behind-the-bargain-hunting-audiences-of-local-deal-sites/

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http://blog.comscore.com/2011/06/groupon_livingsocial_grabbing.html http://jamiedunham.wordpress.com/2011/06/14/marketing-to-women-the-demographics-of-groupon-and-livingsocial/ http://www.orbitalalliance.com/blog/2011/june/demographic-differences-between-groupon-and-livingsocial. html http://oliverrussell.com/think/ http://thekitchencommunity.com/ http://www.wemakepdx.com/ http://doberman.se/ http://fotobout.com/ http://www.thebestdesigns.com/ http://www.peta.org/issues/animals-used-for-food/chickens.aspx http://www.occupymonsanto360.org/2012/03/10/peru-passes-monumental-ten-year-ban-on-geneticallyengineered-foods/ http://www.sustainabletable.org/media/mediakits/docs/ExecutiveProfile.pdf

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Square One