#1
Radio PSA: "Thanksgiving For The Hunger"
I wrote PSA script as an assignment for my COMM 351 class. This is a :60 second radio PSA for the Second Harvest Food Bank of Orange County to get people to volunteer at their food-packing event. The food packages will be given to the homeless people to help them celebrate a heart-warming Thanksgiving.
Radio PSA: "Thanksgiving For The Hunger"
:60 “THANKSGIVING FOR THE HUNGER” PSA
SFX
(UP AND UNDER)
JIMMY KIMMEL:
FALL INSTRUMENTAL MUSIC (JAZZ AND BASA NOVA MUSIC) (REDUCE VOLUME AFTER 03 SECONDS)
THANKSGIVING IS JUST RIGHT AROUND THE CORNER. HOW ARE YOU GOING TO CELEBRATE IT? WITH A DELICIOUS OVEN ROASTED TURKEY? OR A FLAKY AND CREAMY PUMPKIN PIE?
FEMALE:
(IN HER MID 30S)
JIMMY KIMMEL:
JIMMY KIMMEL:
ADULTS:
(MANY VOICES TALKING OVER EACH OTHER)
(EXCITEDLY) MMM-MMM-YUMMM!
UNFORTUNATELY, NOT EVERYONE HAS THE PRIVILEGE TO HAVE SUCH FOOD ON THEIR TABLES. DID YOU KNOW THAT IN ORANGE COUNTY, MORE THAN 300 THOUSAND PEOPLE ARE AT RISK OF HUNGER EVERY MONTH?
(DEEP SIGH) THAT’S RIGHT. EVERY THANKSGIVING, WHILE YOU SIT AT YOUR DINING TABLE FULL OF TASTY FOOD, THERE ARE PEOPLE OUT THERE WHO CAN’T EVEN BUY A PIECE OF BREAD FOR THEIR CHILDREN. SO… ARE YOU ASKING YOURSELF HOW YOU CAN HELP THESE HUNGRY PEOPLE? WELL, YOU DON’T HAVE TO LOOK FAR!
WHERE? WHERE? WHERE?
JIMMY KIMMEL:
THIS THANKSGIVING, THE SECOND HARVEST FOOD BANK OF ORANGE COUNTY IS HOSTING A FREE THANKSGIVING LUNCH TO PROVIDE THOSE WHO ARE FACING HUNGER WITH MEALS IN THE SPIRIT OF THE HOLIDAY. IT WILL BE ON NOVEMBER 22ND, SO REMEMBER TO MARK YOUR CALENDAR TO VOLUNTEER.
WE NEED ALL THE VOLUNTEERS WE CAN GET FOR THIS EVENT. PLEASE VISIT FEED O-C DOT ORG FOR MORE INFORMATION ON HOW TO SIGN UP.
AGAIN, THAT’S FEED O-C DOT ORG. TOGETHER, WE CAN GIVE THEM THE THANKSGIVING MEALS THEY DESERVE.
JIMMY KIMMEL:
SFX:
MUSIC FADES
#2
Blog Post: "The Hydro Flask Bottle: A Worthy Investment"
The following is my writing sample for an assignment from my COMM 351 class. We were given the task of writing a blog post to review a product of our choice that is relatable to college students. The product that I pick is the Hydro Flask bottle and here is my review on it.
"The Hydro Flask Bottle: A Worthy Investment"
Being in a college setting, the sight of students carrying around their colorful Hydro Flask bottles is probably not uncommon to see. Throughout the years, the Hydro Flask has become one of the must-have items for students because of its innovative functionality and trendy appearance. I finally got one for myself earlier this year; Let just say that I did not regret my decision.
What is so special about the Hydro Flask bottle? The Hydro Flask is created with the “TempShield” feature that consists of special technology that will keep your icy drinks cold up to 24 hours and 6 hours for hot drinks. Students can now go through their classes with their drinks at the desired temperature for the whole day! Another aspect that makes the Hydro Flask bottle so trendy is that students can customize their water bottles through a selection of a variety of colors and lid options. Many students like to add stickers on their flask bottles to show their personalities and hobbies.
As for myself, I always carry my stickers-decorated Hydro Flask bottle with me, especially when I am going on adventures with my friends. My bottle serves as a reminder that I need to drink more water and stay hydrated. Yes, the Hydro Flask bottle is a bit pricey for college students, but I do view it as a worthy investment, as the bottle does its job well. Hey, why don’t you give it a try and let me know your opinions?
#3
Creative Brief: Starbucks Rewards Program
For my Comm 353 class - Advertising Creative Strategy and Execution I, I wrote a creative brief for each brand I chose for each of my projects. For the print ad section, I did my research on Starbucks and its rewards programmed created print ads for the brand. A creative brief is important because it helps identify the concept, the strategy, and the execution of the project.
"Starbucks Creative Brief"
Warning: People don’t like ads and PR messages. They don’t trust them. They don’t remember them. How do we make sure this one will be different?
The purpose of this campaign is to introduce the Starbucks Reward Program to more customers by promoting its personalize benefits that are correlated with Starbucks’ values.
Why are we advertising?
To increase the amount of Starbucks Reward Program members to help increase Starbucks revenue for the next two quarters.
Who are we talking to?
The target customer includes millennials, as well as older generation with the age range from 20 to 60 years old, who have a more urban attitude and enjoy having high-quality coffee. They should have an income range of lower income college students to upper middle class who are always on-the-go.
What are the key consumer insights?
Unless they are a frequent customer, Starbucks visitors do not know about the Starbucks Reward Program. Starbucks is not introducing their reward program to their consumers, which goes against the purpose of their reward program. Starbucks created their program in order to attract more loyal customers, as well as to show the brand’s appreciation towards their current frequent customers. For the customers that are currently part of the reward program, they appreciate how personalize some of the rewards that the brand provide to the members. There are non-reward members who are interested, but they do not enough about the program to actually sign up. By promoting how specific and how personalize the benefits of the program is, it will help motivate and push the customers to sign up, there.
What would we like them to think/feel/do?
We want them to feel like Starbucks Reward Program is created to be as personalized as possible to the members. We also want them to feel appreciated by the brand’s effort to make the rewards of the program worthwhile for the amount of money they spent on the brand. By providing clear instructions, as well as the benefits of the reward program, non-reward members will feel welcome and encouraged to join and set up their own account to become a reward member. These benefits can range from the free birthday drink to member appreciation days. We want to make our customers feel welcome when they visit the brand and want them to have the best experience as possible. The Starbucks Reward Program will be a way we can show that. Becoming a reward member will serve as a motivation for customers to visit the brand more frequently.
What is the single most persuasive idea we can convey?
“Starbucks appreciate their customers and want to provide their customers with the best experience through the Starbucks Reward Program in order help them feel welcome whenever they visit the stores.”
Why should they believe it?
Our company has been recognized as one of the “World’s Most Valuable Brands” by Forbes since 2013 and one of the “World’s Most Ethical Companies” by Ethisphere since 2007. One of Starbucks core values is “creating a culture of warmth and belonging, where everyone is welcome” and we always strive to provide our customers the best experience as possible as Starbucks. Howard Schultz, our former chairman and CEO, said “… at Starbucks, I’ve always said we’re not in the coffee business serving people, we’re in the people business servicing coffee.” Like what our chairman stated, Starbucks has the mission to serve people good coffee, not sell people good coffee, and our Starbucks Reward Program was created with that purpose and value in mind.
Are there any creative guidelines?
To help our customers feel our appreciation, we will create our advertisement in a series of print ads to show the different benefits of the reward program. We have to make sure to deliver the genuineness and the feeling of warmth through our advertisements using the familiar images of the Starbucks shop setting and Starbucks products.
What is the approach and tone?
Warm, welcome, appreciative, personable, light-hearted.
#4
Creative Brief: Fujifilm's instax mini 8 Polaroid Camera
For the video commercial project, I picked Fujifilm as my brand with a focus on its mini 8 Polaroid camera. I did my research on Fujifilm and the product and created the creative brief for the project. The Polaroid camera and the Polaroid films carry such sentimental message to me as a consumer, so that was my direction for video commercial.
"instax mini 8" Creative Brief
Background: Fuljifim Holding Corporations is a Japanese multinational photography and imaging company headquartered in Tokyo that established in 1934. Its purpose was to become the first Japanese producer of photographic films. Over the year, they branched out to different countries and was one point Eastman Kodak film competitor in the US market. In 1998, Fuljifim introduced the first instax instant camera in which users can take and produce photos on the spot. It was a big hit as sales peak, but then fell down drastically during the 2000s because of the rise of digital cameras and smartphones, which has the ability to both take pictures and videos. They rebranded themselves in 2008 with more modern design that is more appealing to their users with the instax mini 8. They gain huge popularity among users in Asia market.
Key Facts: The instax mini 8 was created as a Fujifilm’s effort of rebranding themselves in order to stand out and provide something unique from the photography experience of digital cameras. The polaroid camera’s ability to capture the moments and print them out film on the spot creates a sentimental meaning behind each of the polaroids. instax mini 8 design and packaging was created with the vision of “the cutest camera in the world.” The instax mini 8 is trendy and modernize with a variety of colors for users to choose from. Not only, it can be used as a way of self-expression as it became a fashion accessory.
Consumer Barriers: The instax mini 8 appealed more to the users in Asia, especially in Japan and South Korea. The development team of Fujifilm built the instax mini 8 based interests and cultural phenomenon of young people in East Asia. Because of the cultural differences between the US market and the Asia market, the instax mini 8 is not doing as well as Fujifilm has hope. Many people knew about instax mini 8, but not enough people are purchasing the polaroid camera. The reason is because Fujifilm does not advertise the instax mini 8 heavily in the U.S market and relied on word-of-mouth.
Creative Objective: Instead of focusing the designs of the instax mini 8, the video commercial will be focusing on the experience that the instax mini 8 provides to their users. The idea of capturing the moments and turning those special moments into something physical through polaroid films will be emphasized through the theme of human relationship, friendship to be more specific. Each of the pictures taken from the instax mini 8 carried a story/a magical memory behind it, as shown through the theme line of “instant the magical memories, forever.”
Approach and Tone: Warm, sentimental, reflective, emotional, fun, joyful
Key Consumer Insight: The instax mini 8 sets itself apart in the photography community as it carries a different mission. Unlike the pictures taken using your regular camera or phone, the picture films from the instax mini 8 are sentimental and meaningful. The instax mini 8 is for those who enjoy taking pictures and savoring the moments in a more unique way. Unlike their phone that they always carried around, they only bring the instax mini 8 on the special trips with their friends and family. They can hang the polaroids on their wall and look back at them just to be reminded that fun and happy moments they spent with their loved one. These polaroids can be reserved and last “forever” through time, just like the users’ relationships with the people around them. Not only that, the instax mini 8 can be carried around as an accessory due to its cute design.
Target audience:
Target demographics: Middle to upper class women and girls with age ranges from 15 to 25
Target psychographics: Those who are looking for something different in terms of look and function for photographic equipment, people who love cute and adorable thing, travel-lovers, adventurers, relationship-orientated.
#5
Creative Brief: Burger King's Chicken Nuggets
For the animated internet banner ad project, I chose Burger King as the brand and focused specifically on the brand's chicken nuggets deal, which was 10 for $1. Again, I did my research on the brand the special deal that Burger King had. As a college student, this was a great deal for a quick cheap meal and not a lot of people knew about the deal at the time.
"Burger King's Nuggets" Creative Brief
Background: Burger King (BK) Corporation is an American global fast food restaurant that was founded in 1953 as Insta-Burger King in Florida. In 1954, the company was purchased by David Edgerton and James McLamore and officially renamed as “Burger King.” It is currently the second largest hamburger chain in the United States, just after McDonald, with over 17,000 locations in over 100 countries. Burger King’s menu offers a wide range of items, ranging from the basic offering of burgers, French fries, sodas, and milkshakes, as other varieties of products. The “Whooper” was first introduced in 1957 to the menu and it has become Burger King’s signature and most popular item.
Key Facts: In 2013, Burger King chicken nuggets were introduced to the menu with the intention to become the direct competitor against McDonald’s Chicken McNugget. BK’s chicken nuggets replaced the chain’s Chicken Tenders. During the press release, BK’s representative said that their chicken nuggets are made from “premium white meat” with “tender and juicy chicken on the side” with a golden and crispy coat of batter on the outside. Back in late 2018, Burger King debuted their limited-time “$1 deal for 10 chicken nuggets” deal as an effort to appeal to the low-budget shoppers. Because of the recent rise in prices of living expenses, Burger King is using this deal to help attract the target audience with low-income, as well as promoting their chicken nuggets item.
Consumer Barriers: Despite introducing the “$1 deal for 10 chicken nuggets” deal to the public, Burger King has not done a lot of advertising to let their target consumers know about the deal. The majority of people who know about the deal are people who found out about the deal while visiting a BK location and then spread the words to their friends and family around them. Also, because of previous scandal and controversy regarding the food sanitary and hygiene, Burger King lost the trust of their customers, although they has been slowly recovering it. Unlike McDonald’s Chicken McNugget, which is an item that McDonald is known for, BK’s chicken nugget is not a well-known item. Having to compete against Chicken McNugget is another reason why BK’s chicken nuggets are not doing too well.
Creative Objective: Utilizing the chicken mascot on their packaging, the internet banner ads will consist of a series of animated interaction between the chicken mascot and the chicken nuggets. With colorful animated scenes like jumping over the chicken nuggets or raining chicken nuggets, the ads are eye-catching and fun to watch. The ads would also emphasize to the customer that the deal is affordable and the quality of the chicken nuggets are premium. Customer will be able to get a nice meal for a low price, with just $1.
Approach and Tone: Fun, colorful, interactive, bright
Key Consumer Insight: Burger King provides the people with tight budget a decent meal for a low price through their chicken nuggets deal. It might not be the best meal, but it is good enough for anyone to fill up their stomachs. Compare the pricing of chicken nuggets from other fast-food chains like Chick-fil-a or McDonald, Burger King’s offer their customers a better deal for similar food quality.
Target audience:
Target demographics: Lower to middle class men and women from any ages
Target psychographics: Those who have a tight spending budget and don’t want to spend a lot of money when eating out, people who like to save, people who like to spend time on the internet, chicken-lovers, foodies, .