PORTFOLIO
T. CHAYASATIT THANACHAPORN CHAYASATIT
Telephone number: +66 86 374 2434 Email address: t.chayasatit@gmail.com Current address: 96/93 Greenvalley4/8 Km.15 Bangna-Trad Road, Bangchalong, Bangphee, Samutprakarn 10540, Thailand.
2009/PRESENT education & qualifications 2014 2009
Bachelor of Communication Arts (2nd Class Honours) Silpakorn University, Bangkok, Thailand Patumwan Demonstration School, Bangkok, Thailand
experience 2015
Marketing, Media and PR officer and Assistant to School Director Concordian International School, Bangkok, Thailand {June 2014-December 2015}
2013 Media Planner (Intern) Media Intelligence, Bangkok, Thailand {March-May}
additional information Certification Effective School Marketing and Communications certification by Dr David Willows Showcase Selected : Project Showcase ‘Ma-Show-Kid’ Thesis exhibition
Bangkok Art & Culture Centre, Bangkok, Thailand
Voluntary Work Graphic Designer ‘Tree planting’ T-Shirt
Concordian International School, Bangkok, Thailand
Organiser and coordinator ‘School Build Project 2015’
Chaingmai Province, Thailand
‘School Build Project 2014’ Tak Province, Thailand
Skills Technical Adobe InDesign, Photoshop, Illustrator Microsoft Excel, Word and Powerpoint Pages, Keynote, iMovie Basic WordPress Personal Advertising, Branding, Brainstrom, Illustration,Logo & Icon Design, Media Planning, IMC Marketing Language English (Full professional proficiency) Thai (Native proficiency) Personal Data Date of Birth 09 September 1991 Nationality Thai
individual work
> BA thesis ‘Branding for House of Siamese Cats’ senior project aiming for branding House of Siamese Cats in Samutsongkhram Provience, Thailand in order to rasie awareness and preserving pure Siamese cat breeds among Thai people. Logo design, researches, communication strategy, integrated marketing communi- cation, brand positioning will be found in this project.
PROJECTS Descriptions
client work
> marketing / media field > new school promotional video manage and organise the new promotional video for Concordian International School > school internal magazine content manager and graphic designer for Impact Magazine by Concordian > advertisements and advertorial media planning, buying, designer and content manager for all advertisement for Concordian > design field > publications > posters and banners > stickers
individual work
abstract
BRANDING FOR HOUSE OF SIAMESE CATS BA thesis plus a full passion of Cats! click to see presentations
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Siamese cats is one of three the most ancient cat breeds in the world which has a history for more than ten thousand years but nowadays foreign cats and hybrid breeds is getting more popular in Thailand which is caused the decrease number of pure Siamese cat breeds. House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa district, Samutsongkhram province) is the first and only place in Thailand where collecting and preserving pure Siamese cat breeds in order to educate young generation of the existing of pure Siamese cats and preserve nation’s treasure but the problem is House of Siamese Cats (House for Breeding and Nature of Thai Cats, Amphawa district, Samutsongkhram province) are lack of brand identity and narrowed awareness so the organiser would like to rebranding and point out the uniqueness of the house to cat owners and encourage Thai people to preserve pure Siamese cat breeds and also to promote Siamese cats from House of Siamese Cats to target group to choose the rare Siamese cats from House of Siamese Cats. In order to achieve the goal, the organiser use a quantitive questionnaires and in-dept interview found out that most of cat owners having cats as a pet because of their charms and loveliness. The organiser have found a perfect link between pure Siamese cat breeds and Thai people to create an main effective marketing plan which is Siamese cats’ characters and belief of Thai people towards cats and repositioning of the house to be Siamese cat live museum. Marketing activities, prints, interactive and online media seems to be the best way to communicate with the modern target groups. The organiser is also believe this method will be able increase brand awareness and attention. Lastly, preserving more pure Siamese cat breeds among Thai people.
working timeline process/2013 collecting document research
Jun Jul Aug Sep Oct Nov Dec
house of siamese cats’ background
House of Siamese Cats is located in Amphawa district, Samutsongkhram provice, one-hour far from Bangkok, capital of Thailand. House of Siamese Cats is one of six touris attraction in Samutsongkhram province and the only place in Thailand that conserve all five ancient pure Siamese cat breeds and also propagate knowledge about Siamese cats.
analise the results point out the concept planing a marketing plan revise and edit plan conclusion
Mr Preecha Pukabuth owner of House of Siamese Cats
related researches (siamese cat breeds)
working on related document, for example, history about cats, researches and theories.
originally there were 23 Siamese cat breeds in Thailand but now there are only 5 breeds left.
related researches (cats in the world)
objectives
The study had two objectives, which were to raise awareness, more attention and recognition and to encourage target group to preserve pure Siamese cats.
target market
Two target groups are divided. > The main target: foreign and hybird young cat owners who live in the city with a modern life style and loves travelling. > The secondary target: Siamese cat lovers who seeks the best things for themselves and proud to have one. Nature lovers, conservative and have a stable financal.
research
The study were quantitative research by using questionnaire which samples were selected randomly and qualitative research by in-depth interviewed with selected samples. The aims of these conducts are to study samples’ opinions and behaviours towards cats. > quantitative research (200 samples) > quanlitative research (6 samples) > cats owners (100) > Siamese cat owners (3) > other pet owners (100) > Siamese cat seekers (3)
questionnaires
> questionnaire 01 cat owners and 04 pet owners there are five parts of questions > general information > media behaviour > attitudes and behaviours about having cats > attitudes and behaviours about Siamese cats > opinions and suggestions about House of Siamese Cats
in-depth interview
> interview 02 Siamese cat owners and 03 Siamese cat seekers > attitudes and behaviours about cats > attitudes and behaviours about Siamese cats > opinions and suggestions about House of Siamese Cats
*scanned from sketch book
questionnaires’ example 1 Cat owners (Questionnaire)
2 Siamese Cat owners (Questionnaire)
3 Siamese Cat seekers (Questionnaire)
4 Other Pet owners
(Questionnaire)
report of the survey
result of the studies
Report of the survey (Excel format)
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>
Result of the studies (In percentage)
*scanned after filled out the data into questionnaire
Most of samples like having hybrid cat breeds and foreign cat breeds. There are not many samples who have Siamese cats. Samples fond of cats because they are lovely and their loveliness is not similar to other pets. Most of samples have cats because of their personalities more than their appearances. Samples who have hybrid cat breeds and foreign cat breeds have positive opinions about Siamese cats. They are likely to have Siamese cats if they have chances and they want to preserve them. However, they have little knowledge about Siamese cats and they do not know how and where to find Siamese cats if they want to have them. These are obstacles to encourage Thai people to have Siamese cats. At the same time, the samples who already have Siamese cats choose to have Siamese cats over other breeds because they have better appearances and easier to care than hybrid cat breeds and foreign cat breeds. Moreover, foreign cat breeds have a longer fur which is not suitable for Thai weather and more harder to care for. Siamese cats are stronger compared to hybrid cat breeds and foreign cat breeds. There are also a fortunate belief about having Siamese cat which will bring the owners lucks. The samples consider that a suitable price for Siamese cats is around 5,000 Baht â&#x20AC;&#x201C; 7,000 Baht. A samplesâ&#x20AC;&#x2122; recognition of products from House of Siamese Cats is still low and narrow but most of samples used to go to Amphawa district, Samutsongkharm Province. Most of them know House of Siamese Cats from internet medias. The factors which will make the place more interesting, the first factor, is that they are able to play with cats. The second factor is that there are many more cats. The third factor is that a collecting and exchanging information about Siamese cats place should be formed. The fourth factor is that there are more food and beverages. The last factor is that the place is nice.
theories
theories (continue)
> Theory of Motivation Maslow’s Hierarchy of Needs which is divided into five steps as follow; > Physiological Needs > Safety Needs > Social Needs > Esteem Needs or Egoistic Needs > Self-Actualization or Self-Fulfillment Needs
The researcher applied Brand Building Strategies to be apart of this study. Combine a good product, a distinctive identity and added values to House of Siamese Cats. Moreover, create new look and repositioning the House of Siamese Cats in order to make new a positive aspect to the target audience.
There are four theories and one related research about dogs/cats’ market in Thailand to be studied in order to achieve the objectives.
The researcher applied two steps from theory of Motivation which are Social Needs and Esteem Needs or Egoistic Needs. According from the survey, pets can fulfill love and belongingness to the owners and the researcher will point the benefits of having cats and proudness of belonging pure Siamese cats to the owners. > Theory of Branding > Basic elements of Branding ; Aaker (1996) > Tangible : Product, Scope, Attribute, Quality and Users. > Intangible : User Imagery, Brand Personality, Country of Origin, Symbol, Organi zational, Associaltions, Emotional Benefit, Brand-Customer Relations and Self Expressive Benefits.
> Brand Building Strategies ; Doyle (2000) > Brand Positioning > Brand Personality > Brand Identity > Brand Communication
> Theory of Brand Communication > System of Memory : Short-term memory and Long-term memory. > Brand’s Advertisement > Persuasion : Rational Approach and Emotional Approach > Point of Purchase > Mass Communication : Prints and Broadcast Media > Promotion The researcher created Emotion Approach through point of purchase, mass communication and promotion activities to communicate with the target.
theories (continue)
> Theory of Integrated Marketing Communication Particularities of Intergrated Marketing Communication are > Long Run and Continuity > Persuasive Communication > Desire Behavior > All sources of brand contact Benefits of using Intergrated Marketing Communication are > Efficient > Effective > Enhancing > Coherence > Consistency > Continuity > Complementary The researcher concerned about target’s attitudes and opinions towards House of Siamese Cats. Mixing some tools, for example, Service such as Transit or Event Marketing as well as use Signage and Internet for effectiveness and efficiency integrated communication.
case study : four-legged marketing
‘Four-legged Marketing’ is the research of postgraduate students from College of management, Mahidol University featured on SMEs Plus magazine, August 2012 page 44-43. The study was a quantitative and qualitative research. Using surveys with 400 samples and in-depth interviewed with more than 20 pet lovers and 8 SMEs owners. It was found that the growth of pets market was increase around 3-30% during last 15 years. In 1995, the pets market was valued only 2,000 million baht but 15 years later, in 2010, the figure worth 7,000 million baht and the last two years, between 2010-2012, the figure significant increased from 7,000 to 12,000 million baht. The research shows that there were more than 9 millions population of cats and dogs (65% of dogs and 19% of cats) in Thailand. Most of samples were female (84%), Generation Y who live in single house in Bangkok. Good financial’s condition. The proportion of pets, 63% were dogs and 27% were cats. The most popular dog breeds were Poodle, Shih Tzu, Chihuahua, Golden Retriever, Pomeranian and Pug, respectively. The most popular cat breeds were Siamese cat, hybird breeds and persian which was getting more popular over and over a year. 44.6% of samples got the pet from friends, almost 40% of samples bought the pet from pets’ farm and flea market. They were all said that pet is one of a family’s member like their own sons/dauthers. If their pets get ill or sick, they would feel in the same way. More than 10,000 baht was spent with cat/ dog per month. The owners willing to prepare 5-10% of income for pet’s products and services. Most of money spent with pet’s food, medical treatment and vitamin, clothes and accesseries, services and pet’s spa and hotel, respectively.
communication strategies
After been studied the theories, related researches and results of the surveys in both quantitative and quanlitative method. The results can be analised as follow; > Situation Analysis Samples are lack of brand recognition (very low and narrow) but most of samples used to go to Amphawa district. Most of samples would love to have hybird or foeign cats more than Siamese cats. > Target Market > Primary Target Hybird or foreign cat owners. New generation, 19-33 years old who work or live in Bangkok with a modern lifestyle and spend most of time outside their house. Interested in techology, fashion, open-minded and compassion. > Secondary Target New generation, 20-30 years old who would love to have a pure Siamese cat breed as their pet. Pet lover with compassion and conservative mind who sellected best thing for themselve and proud to have one. > Communication Objective > Create uniqueness branding for House of Siamese Cats > Raise more awareness > Encourage target group to experience House of Siamese Cats > Ecnourage target group to preserve pure Siamese cat breeds
communication strategies (continue)
> Branding The problems are House of Siamese Cats has no logo, personality and good positioning > Brand Personality Develop brand personality into good condition of Thainess but not old-fashion > Positioning From ordinary Siamese Cats’ House to ‘Siamese Cat Live Museum’ where collected all pure Siamese cat breeds in one place. Visitors can experience with alive ancient Siamese cats and gain more knowledge of Siamese cats. > Brand Concept ‘Every sense of Siamese cat’ is the answer for Siamese cat live museum. Every part of House of Siamese cats is provide sensation of Siamese cats. Visitors will be able to touch and play closely with Siamese cats. > Communication Concept According from the research, the results shows that the target were interested and willing to have a Siamese cat as a pet if they have a chance but they are lack of knowledge about Siamese cat breeds and do not know where is the best place to find Siamese cats. To be shout out ‘Siamese cat is here’ seems to be a solution. If the target acknowledge this message, they would definately notice and recognise brand name.
communication strategies (continue)
> Marketing Communication Strategy The research says that samples chose to have cats as a pet because of its charms and loveliness. Besides the brand recognition is not enough because one of the objective of this study is to encourage target to ‘go’ to House of Siamese Cats. Siamese cats’ characters and belief of Thai people towards Siamese cats become a perfect match for communication strategy. By showing the target that both of these things belongs to be together. > Supporting House of Siamese Cats is located in Amphawa distict, Samutsongkhram province, where conserves Thai style of living, long history and unique arts and cultures. Amphawa Floating market is one of the most popular floating market for Thai and foerigners. Amphawa only takes one hour driving from Bangkok which is a great opportunity to raise awareness not only for the target market but visitors to preserve pure Thai lifestyle and importancely to preserve pure Siamese Cats at House of Siamese Cats.
communication strategies (continue)
> IMC Plan To create the effective marketing plan, the researcher choose many different ways that are suitable for the modern target groups’ behaviours are as follow; > Marketing activities > event marketing > Out of Home media > TVC > Interactive media > Ambient media > Model > Prints media > Magazine advertisements > Advertorials > Internet > Website > Facebook
> Other media > Application > Line Stickers > Instagram > Ambient media in Amphawa > Transit > Prints > In-house media > Brochures > Leaflets > Interactive media
communication strategies (continue)
communication design
> Brand Logo and Brand colour tone
*scanned from sketch book
*drafts
communication design (continue)
marketing activities
> Renuvate House of Siamese Cats floor plan
*original floor plan >
*new floor plan
< *drafts
> Event Marketing Siamese Caturday
marketing activities
marketing activities
> Prints Five series of Print ads
> Out of Home media Television commercial (60 sec)
Play Stop
PIC
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point out the uniqueness of each Siamese cat breeds then match with Thaisâ&#x20AC;&#x2122; belief. > 01 This cat is so cry-baby, suits with single one. > 02 This cat is so agile, suits with active people. > 03 This cat is easy to care, suits with chill one. > 04 This cat is so talkative (Meow-Meow), suits with lonely one. > 05 This cat brings so much luck, suits with unlucky one.
marketing activities > Prints Other print ads
marketing activities
> Internet House of Siamese Cats website and Facebook
> Other media Mobile application
marketing activities
marketing activities
> Ambient media in Amphawa a.
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a. Free shuttle bus from Floating market - House of Siamese Cat b. Lucky Siamese Cat (adapted from Japan) c. Free fan for visitors (hot weather in Thailand)
> In-house media > Brochures and leaflets
marketing activities > In-house media > Interective games
media flow charts
Planned accordingly from Marketing database (tourismthailand.org) Please follow this link to see the recorded data > http://issuu.com/t.chayasatit/docs/samut_songkram
client work
analyse
> What is the objective of making new video? To give the school’s information and building facilities with warm and welcome feeling.
CONCORDIAN’S PROMOTIONAL VIDEO project manager and coordinator to see Concordian’s video please follow this link > https://www.youtube.com/watch?v=APIh8-SEb-4
Concordian International School offering trillingual programme of English, Chinese and Thai. A previous school promo video had been used for more than two years. It was a great opportunity to work on a new one as a Marketing / media / public relation officer.
> Who is the target audience? 80% are new parents who want their child to study at Concordian International School and seeking for school’s information and atmosphere. 20% are school’s guests, parents who join education fair, representative from university around the world.
organise
The priority of story telling is to give the school’s information, explain curriculum and show school’s facilities through very warm and welcomeness atmostphere also school’s activities and community services, respectively.
schedule timeline and video crew
Dicuss the objective and theme with the video crew under 1.5 million baht budget. Then, developing on script and propose a storyboard to management team (school’s director and principals). After approved the storyboard, scheduling classes and timetable are the most importance and challenging part because each class has inflexible schedule.
Get a permission from whole school is possible just contact all the teachers, PTA, principals and schoolâ&#x20AC;&#x2122;s director, last but not least, parents is one of the most important person that you need to concern :)
fliming / draft
After scheduled two days of fliming, apperently, we need the third time. One thing that makes our video so special because we had a wonderful time-laspe, schoolâ&#x20AC;&#x2122;s bird eye view, under water scene and such.
Please follow the link below to see fliming schedules and notes > Tuesday, February 10 2015 (1st time) http://issuu.com/t.chayasatit/docs/01_fliming_schedule > Monday, March 9 2015 (2nd time) http://issuu.com/t.chayasatit/docs/02_fliming_schedule
Please follow the link below to see the first comment after first editing > http://issuu.com/t.chayasatit/docs/01_comment_on_first_editing
client work
CONCORDIAN INTERNAL MAGAZINE we are IMPACT team :)
IMPACT magazine
IMPACT by Concordian International School is a free magazine distributed within the Concordian community. It is issued three times a year in full colour, A4-size, 50-60 pages format. This publication showcases our school activities, news, events, studentâ&#x20AC;&#x2122;s achievements and happenings. The September issue is the first issue of each academic year followed by the second issue is published just before or right after the schoolâ&#x20AC;&#x2122;s Winter Break in December. The last issue of academic year is published in April. Number of copies distributed is around 1,000 copies. Reader of this magazine include approximately 850 students from over 400 families, owning about 300 companies, and over 150 foreign and Thai teachers and staff members. The publication is also distributed to visitors and guests of the school.
issue
mock-up and timeline
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please follow the link below to see Impact 11â&#x20AC;&#x2122;s mock-up and timeline Sunday Monday Tuesday Wednesday Thursday Friday > http://issuu.com/t.chayasatit/docs/mock-up_impact11
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http://issuu. com/concordian2001/docs/ impact11
http://issuu. com/concordian2001/docs/ impact12.compressed
http://issuu. com/concordian2001/docs/ impact13.compressed
http://issuu. com/concordian2/docs/impact_14
http://issuu. com/concordian2/docs/impact_15.compressed
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please follow the link below to see Impact 12’s mock-up and timeline > http://issuu.com/t.chayasatit/docs/mock-up_impact12
mock-up and timeline
please follow the link below to see Impact 13’s mock-up and timeline > http://issuu.com/t.chayasatit/docs/mock-up_impact13
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mock-up and timeline
please follow the link below to see Impact 14’s mock-up and timeline > http://issuu.com/t.chayasatit/docs/mock-up_impact14
mock-up and timeline
please follow the link below to see Impact 15’s mock-up and timeline > http://issuu.com/t.chayasatit/docs/mock-up_impact15
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client work
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CONCORDIANâ&#x20AC;&#x2122;S ADVERTISEMENT
media planner/buyer/designer
Concordian usually advertise in 3 periods which are in February for a scholarships, in April and May for general topic and in September-October for university acceptances and community services. Not only to promote school but also makes students feel engage with the school.
PIC
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client work
CONCORDIAN’S PRINTS/PUBLICATION In order to developed internal communication strategy to better educate teachers and internal staff of the brand’s identity and also external tools to engage students and parents with school’s personality.
concordian’s dragon values
Concordian’s goal is not only to provide a solid academic foundation for students, but to also impart to them fundamental values that they will carry with them throughout their lives. Down below are the stickers of school’s mascot, Concordian dragon, with 8 different colours in different values (Appreciation, Integrity, Respect, Responsibility, Compassion/Empathy, Giving, Friendship and Golden Rule) by my design.
posters/articles featured on Impact magazine
orientation folder for admission department
logo design for tree planting t-shirt
appreciation passport
a journal of happiness for primary yearâ&#x20AC;&#x2122;s students (apart of counselling department teaching tool)
CONCLUSION