2022

Locca Boba Tea Campaign

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Overview

The Locca Boba Tea Marketing Campaign was a comprehensive project undertaken by a team consisting of Michael Richardson, Ashley Davis, Trinity Caban, Tiana Rollins, and Haley Kozlowski. The client, Emre Yenici, co-founder of Locca Boba Tea, sought to revamp their brand image, enhance their online presence, and create visually appealing and informative content to showcase their premium boba tea products. The project included an assessment of existing platforms, conceptualization and filming of promotional content, and the development of additional marketing materials.

Objectives:

  1. Platform Assessment:

    • Review and analyze Locca Boba Tea's existing website and social media platforms.
    • Gain a deeper understanding of the brand's aesthetic, mission, and performance through analytics.

  2. Inspiration and Conceptualization:

    • Seek inspiration from other successful boba tea companies and popular food and drink content on platforms like YouTube and social media.
    • Develop a script outlining the essence of Locca, the process of making their products, and the unique selling points.

  3. Storyboards and Equipment Setup:

    • Create detailed storyboards to visualize the shooting sequences and content flow.
    • Compile a comprehensive list of equipment, including cameras, lenses, lighting, and kitchen appliances, to ensure a smooth filming process.

  4. Shoot Days and Editing:

    • Conduct test shoots to fine-tune camera settings and angles on October 19th, 2022.
    • Commence the first official shoot on October 26th, 2022, capturing the preparation of boba tea products.
    • The editing period, from October 30 to November 12, involved quick edits, coloring, font integration, minor transitions, and the addition of visually appealing elements like clumps of boba.
    • A reshoot was conducted on November 13 to address any potential improvements.
    • Final edits were completed between November 20 and December 3, ensuring the content met Locca's and the team's standards.

  1. Additional Content - Pursue Care Storyboard

    • Recognizing the need for supplementary content, the team engaged in developing storyboards for Pursue Care.
    • The storyboards evolved through stages, involving client meetings, progress updates, and problem-solving.
    • Despite time constraints, the team successfully delivered two finished storyboards for Pursue Care.

Challenges and Achievements

  1. Communication Challenges:

    • Locca presented communication challenges throughout the project.
    • Despite these challenges, the team successfully navigated through and ensured the project's completion.

  2. Client Reception:

    • Locca's commercials were well received by both the client and the project team.
    • The final deliverable met Locca's expectations and contributed positively to the brand's image.

  3. Team Collaboration:

    • Despite the difficulties with the client, the team worked cohesively, showcasing strong collaboration skills.
    • The ability to produce additional content for both Locca and Pursue Care demonstrated the team's versatility and problem-solving skills.

Conclusion

The Locca Boba Tea Marketing Campaign was a multifaceted project that addressed Locca's branding needs, revitalizing their online presence and promotional content. Overcoming communication challenges, the team delivered a successful marketing campaign, generating visually appealing commercials and supplementary storyboards for Pursue Care. The project's success not only enhanced Locca's brand but also showcased the team's adaptability and collaborative spirit in producing impactful marketing materials.

Team:

Michael Richardson

Ashley Davis

Trinity Caban

Tiana Rollins

Haley Kozlowski

“Worthy Patterson: A Trailblazer’s Journey” Marketing Campaign

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Overview:

"Worthy Patterson: A Trailblazer's Journey" is a compelling documentary film chronicling the extraordinary life of Worthy Patterson, UConn's first NBA player, during the challenging era of racial prejudice in 20th Century America. The film explores Patterson's accomplishments in sports, military service, and the music industry, shedding light on his resilience and resourcefulness in the face of systemic racism. The documentary aims to educate a diverse audience, stimulate discussions about unsung Black pioneers, and contribute to Connecticut's rich history.

Objectives:

  1. Broad Audience Education:

    • Share Worthy Patterson's remarkable journey with a wide audience, emphasizing his impact on Connecticut's history.
    • Illuminate the broader theme of Black pioneers navigating racial challenges during Patterson's 90-year life.

  2. Cultural Institutions Collaboration:

    • Partner with UConn, Husky Heritage Sports Museum, Connecticut Public Television, and the Greenwich Historical Society to promote and distribute the film.
    • Leverage local museums, schools, and libraries to integrate the documentary into exhibits and educational programs.

  3. Media Outreach:

    • Engage major Connecticut newspapers, including Greenwich Time, Greenwich Sentinel, Mansfield-Storrs Local News, and UConn's Daily Campus, to cover Patterson's story and the film.
    • Leverage social media platforms to create buzz, using the hashtag #WorthyPioneer, and reach a younger, digital-savvy audience.

  4. Community Involvement:

    • Collaborate with the Connecticut State Department of Education to integrate the documentary into school curricula, fostering discussions about Black history.
    • Encourage community screenings and discussions, facilitating a platform for dialogue and reflection.

Marketing and Distribution Strategy:

  1. UConn Alumni and Basketball Fans:

    • Utilize UConn's official channels, including the website, Facebook, Twitter, and Instagram, to promote the film among alumni and basketball enthusiasts.
    • Leverage the Husky Heritage Sports Museum to showcase the documentary and engage with the UConn community.

  2. Connecticut Public Television (CPTV):

    • Secure a broadcasting slot on CPTV during Black History Month, February 2023, and maximize visibility through their website and social media platforms.
    • Explore opportunities for broadcast on CPTV's sister stations in New York and New England.

  3. Greenwich Historical Society and Greenwich High School Collaboration:

    • Feature the documentary in the Greenwich Historical Society's March-September 2023 exhibit on Greenwich Athletes.
    • Conduct joint screenings and panel discussions with Greenwich High School during Black History Month 2023.

  4. Statewide Educational Outreach:

    • Work with the Connecticut Library Association to distribute the film to local libraries and organize screenings with discussions.
    • Collaborate with the Connecticut State Department of Education for wider distribution to schools and facilitate educational programs.

  5. Media Coverage:

    • Engage local newspapers and university publications to publish articles about Patterson's legacy and the film, generating local interest.
    • Leverage digital platforms and influencers to reach a broader and younger audience.

  6. Partnership with Fiscal Sponsor:

    • Leverage the marketing platforms of the fiscal sponsor, The Avon Historical Society, to share news and updates about the documentary.

Legacy and Impact:

The "Worthy Patterson: A Trailblazer's Journey" marketing campaign seeks to not only promote the documentary but also contribute to ongoing conversations about Black history. By engaging diverse audiences through cultural institutions, educational collaborations, and media outreach, the campaign aims to leave a lasting impact on how Patterson's journey is perceived, appreciated, and integrated into the fabric of Connecticut's rich heritage.

In recognition of Patterson's role as a trailblazer, the marketing efforts will be dedicated to amplifying his story, creating a space for reflection on the achievements of Black pioneers, and inspiring future generations to navigate their paths with resilience, courage, and a commitment to breaking down racial barriers.

Pursue Care Outreach Campaign

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Client Overview:

Pursue Care, a groundbreaking app designed to assist individuals recovering from opioid addiction or facing mental health challenges, provides a discreet platform for connecting users with therapists, doctors, and psychologists for prescription support. Recognizing the sensitivity surrounding opioid addiction, Pursue Care sought to expand its reach into the college demographic and engaged students to create an engaging card game as part of an innovative expo booth strategy.

Project Scope:

The project aimed to target college students and break down barriers related to seeking support for opioid addiction and mental health. The focal points included:

  1. Demographic Expansion:

    • Tailor Pursue Care's services and messaging to resonate with the college demographic.
    • Address the unique challenges and stigma associated with mental health within the college community.

  2. Expo Booth Engagement:

    • Devise a creative and interactive strategy to attract college students to the Pursue Care expo booth.
    • Develop a captivating card game that not only entertains but also educates attendees about the app's services.

Approach:

  1. Demographic Research:

    • Conducted thorough research on the college demographic, understanding their attitudes toward mental health and potential barriers to seeking support.
    • Gathered insights from focus groups and surveys to inform the creation of targeted messaging.

  2. Card Game Development:

    • Collaborated with Pursue Care to understand their brand messaging and desired outcomes for the card game.
    • Brainstormed and developed a card game concept that seamlessly integrated education about Pursue Care's services with an engaging and enjoyable gameplay experience.

  3. Design and Branding:

    • Designed the card game with attention to the visual identity and branding elements of Pursue Care.
    • Ensured the game's aesthetics aligned with the overall messaging of destigmatizing mental health support.

  4. Expo Booth Execution:

    • Worked closely with Pursue Care to create an expo booth layout that maximized visibility and engagement.
    • Integrated the card game as a centerpiece of the booth, encouraging students to participate and learn more about Pursue Care.

Outcomes:

  • Successfully expanded Pursue Care's reach into the college demographic, fostering awareness and engagement.
  • Created an interactive card game that not only entertained expo attendees but also effectively communicated the app's mission and benefits.
  • Received positive feedback from students, breaking down stigma and encouraging open conversations about mental health.

Conclusion:

The Pursue Care Outreach Campaign for the College Demographic effectively combined strategic demographic targeting with creative engagement methods, achieving the dual goals of expanding awareness and fostering positive conversations around mental health within the college community. The card game proved to be a valuable tool in connecting with students and promoting the app's services in a relatable and accessible manner.

Laughing Fork Farm Marketing Transformation

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Client Overview:

Laughing Fork Farm, nestled in the serene landscapes of upstate New York, is a sustainable organic farm dedicated to fostering eco-friendly agricultural practices. The project aimed to revolutionize Laughing Fork Farm's digital presence through an extensive digital marketing plan encompassing social media, website enhancement, reshaped icons, and a comprehensive overhaul of the brand's visual identity, including a new logo and branding strategy.

Project Scope:

The primary objective was to elevate Laughing Fork Farm's visibility in the digital sphere, aligning its online presence with the values of sustainability, organic farming, and the unique charm of upstate New York. Key components of the project included:

  1. Social Media Strategy:

    • Develop a robust social media plan tailored to Laughing Fork Farm's audience.
    • Generate engaging content showcasing sustainable farming practices, community involvement, and the farm's natural beauty.
    • Foster a sense of connection with followers through interactive posts, stories, and behind-the-scenes glimpses.

  2. Website Enhancement:

    • Redesign and optimize Laughing Fork Farm's website for a more intuitive user experience.
    • Highlight the farm's story, values, and products through visually appealing and informative content.
    • Implement e-commerce capabilities to facilitate online sales and product promotion.

  3. Reshaped Icons:

    • Create reshaped icons that visually represent Laughing Fork Farm's commitment to sustainability, organic farming, and community.
    • Ensure the icons align with the overall brand aesthetic and effectively convey key messages.

  4. New Logo:

    • Design a new logo that encapsulates the essence of Laughing Fork Farm.
    • Incorporate elements symbolizing sustainability, organic farming, and the unique character of upstate New York.
    • Ensure the logo is versatile and suitable for various digital and print applications.

  5. New Branding:

    • Develop a comprehensive branding strategy that extends beyond the logo to encompass a unified visual identity.
    • Establish a consistent color palette, typography, and imagery that reflect Laughing Fork Farm's values and resonate with the target audience.
    • Apply the new branding across various touchpoints, including digital and print materials.

Approach:

  • Conducted in-depth research on Laughing Fork Farm's target audience, industry trends, and competitor landscape.
  • Collaborated closely with the client to understand the farm's unique story, values, and goals.
  • Engaged in iterative feedback loops to refine and tailor design elements to meet Laughing Fork Farm's vision.

Outcomes:

  • Launched a cohesive and engaging social media presence, fostering a growing online community around Laughing Fork Farm.
  • Redesigned and optimized the farm's website, providing visitors with an immersive and informative online experience.
  • Introduced reshaped icons that visually communicate the farm's commitment to sustainability and organic practices.
  • Unveiled a new logo that serves as a visual anchor for Laughing Fork Farm's brand identity.
  • Implemented a comprehensive branding strategy, ensuring consistency across all digital and print materials.

Conclusion:

The Laughing Fork Farm Digital Marketing Transformation successfully rejuvenated the farm's online presence, positioning it as a beacon of sustainable agriculture in upstate New York. Through thoughtful design, strategic planning, and a focus on authenticity, Laughing Fork Farm now stands poised to connect with a broader audience, sharing its story and values with the world.

SmartSeal – Blockchain Provenance For Physical Products Marketing

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Client Overview:

SmartSeal, a groundbreaking NFT company based in Manchester, CT specializes in integrating NFT tags onto clothing and artwork. These digital tokens empower creators and consumers by enabling them to scan the tags, facilitating a range of activities, from trading and selling to purchasing and accessing exclusive content like movies or documentaries.

Project Scope:

The primary focus of this project was to market SmartSeal's innovative product in the digital realm. Key areas of attention included crafting a compelling marketing strategy, establishing a robust online presence through website development, and implementing an effective social media strategy to enhance brand visibility.

Objectives:

  1. Product Marketing:

    • Develop a comprehensive marketing plan to highlight the unique benefits of Smartseal's NFT tags.
    • Showcase the ease of trading, selling, buying, and accessing exclusive content through the digital tags.

  2. Website Development:

    • Build a user-friendly and visually appealing website that reflects the innovation and sophistication of Smartseal's NFT offerings.
    • Ensure seamless navigation for users interested in learning about and engaging with the product.

  3. Social Media Strategy:

    • Create and execute a social media strategy to establish Smartseal as a prominent player in the NFT space.
    • Generate engaging content to foster a community around Smartseal, encouraging interaction and brand advocacy.

Approach:

  1. Product Marketing:

    • Conducted market research to understand the target audience and tailor marketing messages accordingly.
    • Developed compelling narratives emphasizing the transformative impact of Smartseal's NFT tags on the fashion and art industries.
    • Highlighted the versatility of the product, showcasing its applications in trading, selling, buying, and exclusive content access.

  2. Website Development:

    • Collaborated with SmartSeal to design and build a visually appealing website that aligns with the brand's identity.
    • Implemented user-friendly features and intuitive navigation to enhance the overall user experience.
    • Ensured the website effectively communicates the value proposition of Smartseal's NFT tags and provides easy access to essential information.

  3. Social Media Strategy:

    • Identified key social media platforms for SmartSeal's target audience.
    • Developed a content calendar with a mix of promotional content, educational material about NFTs, and behind-the-scenes glimpses of SmartSeal's operations.
    • Utilized engaging visuals, including images and videos, to create a dynamic and captivating social media presence.
    • Encouraged user-generated content and interaction to foster a sense of community around the SmartSeal brand.

Outcomes:

  • Successfully launched SmartSeal's digital marketing campaign, generating awareness and interest in their NFT products.
  • Established an aesthetically pleasing and user-friendly website that serves as a central hub for information and engagement.
  • Implemented a social media strategy that resulted in increased brand visibility, audience engagement, and community building within the NFT space.

Conclusion:

The SmartSeal Marketing and Branding project effectively positioned the company as an innovative player in the NFT ecosystem. By focusing on strategic marketing, website development, and a dynamic social media strategy, the project contributed to the growth and success of SmartSeal, ensuring they stand out in the competitive landscape of digital fashion and art.