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Multimedia Storyteller | Strategic Communicator | Aspiring Placemaker
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Table of Contents
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About
Resume
Journalism
Video Journalism
Photojournalism
Public Relations
Social Media
Art
Design 43
About
Krystal-Rose Agu is a multimedia
storyteller, strategic communicator
and aspiring placemaker fascinated
by people, places and the
environments that shape them.
She's intrigued with the built
environment and its ability to shape
cultures, livelihoods and well
being.
Her experiences have taught her how to tell stories with print,
video and photojournalism, about the dynamics of urban and
regional spaces and how to set goals, reach target audiences and
orchestrate intentional communication.
Krystal-Rose aims to use journalism, communication and design
to uniquely relay stories and promote sustainable living
environments for those who lack them.
Krystal-Rose Agu
3609 Park View Drive, Grapevine, TX 76051 Cell: 817-653-0629 Email: [email protected]
LinkedIn: http://www.linkedin.com/in/krystalroseagu/
Experience Contract Multimedia Journalist (December 2014 – Present) City of Arlington – Arlington, Texas
Create multimedia stories covering city initiatives, community involvement and local events for the city’s website, MyArlingtonTX.com and TV channel.
Communications & Marketing Specialist (April 2015 – February 2016) Studio Outside – Dallas, Texas
Develop strategic initiative to generate multimedia content for Studio Outside's website, blog and social media.
Create press releases, graphics, brochures, presentations and proposals highlighting the firm's projects.
Film, photograph and interview design professionals to create multimedia stories for the firm's blog. Communications/Reporting Intern (January 2014 – December 2014) City of Arlington – Arlington, Texas
Developed multimedia stories covering city initiatives, education, community involvement and local events for the city’s news website, MyArlingtonTX.com, and YouTube channel.
News Reporter (January 2014 – May 2014) The Shorthorn (UT-Arlington student newspaper) – Arlington, Texas
Created multimedia stories covering happenings in the UT-Arlington College of Science, School of Architecture, School of Urban and Public Affairs and among campus and UT System administrators.
Marketing/Public Relations Intern (January 2014 – May 2014) City of Arlington – Arlington, Texas
Drafted press releases and advances about city programs, local organizations and events.
Brainstormed and developed social media content.
Account Director (January 2014 – May 2014) Plus One Public Relations (mock PR agency for PR Campaigns course at UT-Arlington) – Arlington, Texas
Determined key publics, goals and research strategies for ARISE! International Inc. to increase donor support and public awareness. Collaborated with peers to create fashion show that raised more than $600 for ARISE! International Inc.
Service Learning Communications Intern (February 2013 – April 2013) City of Arlington – Arlington, Texas
Developed feature story covering urban design initiatives in Arlington.
Formulated and distributed surveys about residents' involvement in community meetings.
Volunteer Interior Design Blogger (April 2011 – September 2011) Dwell with Dignity – Dallas, Texas
Produced posts containing do-it-yourself interior design tips and ideas.
Created spotlight stories featuring design professionals.
Skills
Strategic planning, creative thinking, research, investigation, multimedia storytelling and social media
Writing, AP Style, photography, video shooting, editing and production
Computer-aided design and composition (Photoshop, Premiere Pro, InDesign, Illustrator, Bridge, Acrobat, Final Cut Pro) Education University of Texas at Arlington – cum laude (May 2014) Bachelor of Arts in Journalism Bachelor of Arts in Public Relations Minor in Urban and Public Affairs: Urban Planning and Environment Bachelor of Arts in Interdisciplinary Studies: Art & Design, Urban & Cultural Studies (December 2013) Organizations
Living Building Challenge North Texas Collaborative: Steering Committee Member (February 2015 – Present)
2/4/2016 Telling Stories through Design: A review of the 2015 TSA Convention in Dallas
http://www.blogoutside.com/blog/2015/11/30/tellingstoriesthoughdesignareviewofthe2015tsaconventionindallas 1/5
Telling Stories through Design: A review of the 2015 TSAConvention in Dallas
Studio Outside and more than 3,000 other design professionals attended this year’s Texas Society ofArchitects 76th Annual Convention and Design Expo at Dallas’ Kay Bailey Hutchison Convention Centerthis month focusing on one theme: stories.
With more than 90 continuing education sessions, more than 30 architectural tours, 300 booths and twokeynote speakers, the event offered architects and architecture professionals a chance to regenerateand find inspiration in three highenergy days focused on stories that build environments, said TodStehling, Expo and Development Director at the Texas Society of Architects.
These stories are the lifelong presence buildings and places bring to communities. Beyond theirlongitudinal meaning that reflects the different levels of a building, stories are the narratives of builtspaces, and architects use them to tell highimpact tales with their buildings, Stehling said.
At the Expo, Studio Outside Associate, Brian Halsell interacted with architects and design professionalsnear our firm’s booth, offering booklets and brochures of Studio Outside’s diversity of work. He agreedthat stories imbed themselves in built environments, starting from a space’s initial design phase all the
2/4/2016 Telling Stories through Design: A review of the 2015 TSA Convention in Dallas
http://www.blogoutside.com/blog/2015/11/30/tellingstoriesthoughdesignareviewofthe2015tsaconventionindallas 2/5
way to its impact on people.
Stories connect the beginnings of the architecture profession to where it is currently and helps peopleand communities understand built spaces, said Stephen Lucy, managing partner at JQ Engineering whowelcomed visitors to his firm’s booth during the Expo.
“One of the biggest things that we have is to make the work that we do relevant to the communityaround us,” Lucy said. “Most people don’t understand the technical aspects of what they do, but theyunderstand the personal impact that the project can have. Through storytelling, you can really kind ofconvey that messaging to the users of what we’ve chosen to do for our profession.”
Demonstrations
MerriamWebster’s online dictionary defines a story as an account of incidents or events. With qualityeducation and tours that highlighted the best of the best in the industry, the Convention and Expooffered accounts of some of the latest advances and technologies in the architectural field.
One of the most significant parts of the Expo, specifically, was the number of handson demonstrationswithin the exhibit hall for architects and architecture professionals, Stehling said.
During the Expo, onlookers walked from booths to demonstrations to continuing education sessions.Near the entrance doors, Todd Wynne, construction technology manager at RogersO’BrienConstruction showed guests how sand can demonstrate realtime changes in topography.
“This is an augmented reality sand box,” Wynne said as attendees drew closer. “As I manipulate thesand, it changes the projection of the image. So, we’re using an Xbox Kinect to actually scan theelevation of the sand level and then, as we manipulate the height of the sand, it changes what theprojector is projecting. We can make it rain and look at the physics of the water actually moving acrossthe contours. We can build up a mountain here in the center – realtime augmented reality.”
Wynne said the Convention and Expo is an avenue for the designers in Texas to come together andexpand their understanding of how buildings are designed, the evolution of the design profession as awhole, new materials and software, and how designers and builders can evolve in their profession.
A 76year Legacy
The longevity of the Convention and Expo tells a story about the event’s continued impact on designprofessionals across the state of Texas.
“It’s obviously been around for a long time, and architects have always played a critical role in the citiesof Texas,” Halsell said. “There are a lot of exhibitors and a lot of attendance. It seems like all the big
2/4/2016 Telling Stories through Design: A review of the 2015 TSA Convention in Dallas
http://www.blogoutside.com/blog/2015/11/30/tellingstoriesthoughdesignareviewofthe2015tsaconventionindallas 3/5
guys are here from across the state so, it seems like a pretty good conference to be at.”
Jose Hernandez and Dietmar Zeidler, both area sales managers for Mitsubishi Electric, agreed that theConvention and Expo offered something significant to members of the architecture community.
The event seemed to be well organized and reflected a synergy and atmosphere that spoke volumesabout the event’s legacy, Zeidler said.
“Seventysix years for an organization to carry on is a story in of itself,” he said.
Takeaway
Some attendees gave insights about how the event’s theme played a part in their view of built spaces.
Melissa HenaoRobledo, business development representative for Landscape Forms, said storiesresonated with her this year because of her role on a panel through AIA Austin’s designvoice thatfocused on placemaking.
“Placemaking really speaks to stories,” HenaoRobledo said. “You really need to think about what arethese places that you’re designing as architects really going above and beyond the actual buildingitself: Who are the people that are using them? What is going on in that environment? What is therelationship that is going beyond just the site itself?”
Anthony Van Dorn, a student enrolled in Tarrant County College’s Architectural Technology Programsaid stories signify a nobounds approach to built spaces.
“Growth, expansion, the sky is the limit,” Van Dorn said. “No building is too tall or too wide. No space istoo empty.”
As for Studio Outside, we gained a renewed understanding about how stories play an imperative role inbuilt environments. Stories are the footprints we leave behind. From our designs, to our companyculture, to our relationships and even our on our blog, these footprints leave us with not just places, butwith experiences to share.
2/4/2016 A Living Building Challenge: Touring the Betty and Clint Josey Pavilion
http://www.blogoutside.com/blog/2015/10/22/alivingbuildingchallengetouringthebettyandclintjoseypavilion 1/3
A Living Building Challenge: Touring the Betty and ClintJosey Pavilion
About a week ago I had the privilege of joining members of the U.S. Green Building Council North TexasChapter and fellow members of the Living Building Challenge North Texas Collaborative on a trip to LeoRanch outside Decatur, Texas, to visit the Betty and Clint Josey Pavilion, a building designed byLake|Flato Architects and on track to be the first Living Building in Texas.
For a building to identify as a Living Building, it must meet the requirements of the Living BuildingChallenge, a building certification program that establishes the highest measure of sustainability in thebuilt environment. The Challenge is comprised of seven performance categories called Petals: Place,Water, Energy, Health and Happiness, Materials, Equity and Beauty.
The Josey Pavilion is a suitable building for the Challenge because as an education center, gatheringplace and a demonstration site for the Dixon Water Foundation, an organization that promotes healthywatersheds using sustainable land management practices, the site promotes ecological stewardship.
“Everybody who comes through here is going to learn about this building as much as our ranches,” saidMelissa Bookhout, Secretary/Treasurer and North Texas Education Director for the Dixon Water
2/4/2016 A Living Building Challenge: Touring the Betty and Clint Josey Pavilion
http://www.blogoutside.com/blog/2015/10/22/alivingbuildingchallengetouringthebettyandclintjoseypavilion 2/3
Foundations. “We feel very privileged to be a part of this building.”
Corey Squire, Sustainability Coordinator at Lake|Flato Architects lead the tour and presentation of thePavilion and highlighted some of the milestones the building overcame to move closer to Living Buildingstatus. Squire described, in more detail, three of the seven imperatives of the Living Building Challengethat the architect focuses on: Water, Materials and Energy.
For example, as a part of the certification process, the Architect had to tabulate how much water thePavilion used monthly. In the following video, Squire goes into detail about measuring the Pavilion’swater usage:
The biggest unknown in the Challenge was the Materials Petal, which required more than 500 hours ofresearch, Squire said. As a result of this research, the architect now holds a database of materials thatcan be used on future Living Building projects. This materials matrix is downloadable and available tothe public and those seeking to take on similar built projects.
Focusing on wood specifically, the Challenge requires all wood to be Forest Stewardship Council (FSC)certified, except if it is salvaged material. All the wood used in the Pavilion is salvaged Sinker Pine fromLouisiana, and creates the structure that houses the herbarium, restrooms, kitchen and joiningeducation pavilion, which acts as the central gathering room.
Inside the education pavilion, large rotating doors allow and discontinue wind flow throughout the space.As I stood in the room, I felt the 65degree breeze come in when the doors were open, and thetemperature rise slightly when they were closed.
2/4/2016 A Living Building Challenge: Touring the Betty and Clint Josey Pavilion
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“The main strategy for this room is that it really transforms from summer to winter,” Squire said. “Just by opening the doors and windows you can completely transform the space.”
With features such as solar panels and an easttowest layout that promotes seasonal wind flow, the Pavilion fulfilled the Living Building Challenge™ requirement of generating all energy on site. Within the last year alone, the Pavilion generated 50 percent more energy than it used.
Toward the end of the tour, Squire pointed out one important note: “You can’t do a Living Building Challenge without the support of the owners,” he said.
Pavilion caretakers Tom Bookhout and his wife Melissa Bookhout adopted a life of sustainable farming and education, which Tom said has altered his outlook on life.
“It change my whole paradigm of thinking,” he said. “You have to think about how you’re living.”
All in all, I think the tour was incredibly educational and clearly demonstrated that Living Buildings are a possibility in Texas. I’m looking forward to when other Texas architects and designers create spaces that show they are willing and ready to step up to the Challenge.
2/4/2016 New Athletic Field Unites the Community | City of Arlington, TX
http://www.arlingtontx.gov/news/2015/04/01/newathleticfieldunitesthecommunity/ 1/4
New Athletic Field Unites the Community
Arlington community members gathered to celebrate the opening of the Rev. Dr. David
and Judy Joeckel Athletic Field with a ribbon-cutting at Grace Lutheran Church and
School Wednesday.
The Arlington Tomorrow Foundation, the YMCA of Arlington and the Grace Lutheran
Church and School collaborated to prepare the field for the community, the YMCA of
Arlington youth sports and sports activities from UT-Arlington.
“It’s truly going to impact and change lives,” said Rev. Dr. Russell C. Hildebrandt, current
2/4/2016 New Athletic Field Unites the Community | City of Arlington, TX
http://www.arlingtontx.gov/news/2015/04/01/newathleticfieldunitesthecommunity/ 2/4
senior pastor at Grace Lutheran Church.
Special guests at the ceremony included Arlington Mayor Robert Cluck and Council
Member Lana Wolff. Both serve on the board of directors for the Arlington Tomorrow
Foundation, which granted $100,000 for the field.
“That’s probably the best $100,000 we’ve ever spent,” said Cluck, who posed for pictures
with the third through eighth graders of Grace Lutheran School who smiled and shook his
hand during the ceremony.
Rev. Dr. David and Judy Joeckel attended the event with other members of the Joeckel
family and thanked their family and the Grace Lutheran Church congregation for support
before cutting the ribbon.
Roberto Aguirre, president and CEO of the YMCA of Arlington, said the completion of the
field falls in line with the mission of the YMCA to foster better communities for children.
“The field is uniting the community,” Aguirre said.
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posted April 1, 2015 by Krystal-Rose Agu filed under: Headlines, News tagged under: Arlington
Tomorrow Foundation
https://www.youtube.com/watch?v=-QVYbv5duXw
Video Journalism Independently Filmed and Edited
TSA 2015 Convention and Design Expo: Telling Stories Through Design
Studio Outside and more than 3,000 other design professionals attended
this year's Texas Society of Architects 76th Annual Convention and Design
Expo at Dallas' Kay Bailey Hutchison Convention Center this month
focusing on one theme: stories.
https://www.youtube.com/watch?v=12ZeIxuY7Qc
Water Usage at the Josey Pavilion
The Josey Pavilion is a suitable building for the Living Building Challenge
because as an education center, gathering place and a demonstration
site for the Dixon Water Foundation, an organization that promotes
healthy watersheds using sustainable land management practices, the
site promotes ecological stewardship. Corey Squire, Sustainability
Coordinator at Lake|Flato Architects, talks about measuring the Pavilion’s
water usage.
https://www.youtube.com/watch?v=0uIJV2oj2iw
2015 Dr. MLK Jr. Advancing the Dream Banquet
Members of the community gathered at the UT-Arlington Bluebonnet
Ballroom to commemorate Rev. Martin Luther King Jr. during Friday’s
“Advancing the Dream” Awards Banquet. The 26th annual banquet kicked
off the second day of the five-day Martin Luther King Jr, Celebration in
Arlington.
https://www.youtube.com/watch?v=kH0IROq_eX0&list=PLhcIKCfS8DnTD5IrMpa9h9zmmU2H-pBsv&index=1
Video Journalism Collaborative Work
La Bajada Urban Youth Farm Presentation
Retiring UT-Arlington School of Architecture dean, Donald Gatzke,
landscape architect, Kevin Sloan, and a studio of 16 graduate
architecture students presented their final urban youth farm design
to residents of La Bajada, a West Dallas neighborhood.
Interviews conducted by Krystal-Rose Agu. Video shot and edited
by Andrea Fisher and Krystal-Rose Agu.
https:l/www.youtube.com/watch?v=·OVYbv5duXw
The Arlington Landfill
Spanning for about 790 acres, the Arlington Landfill provides a vital
service to locals as its ending date approaches.
Interviews conducted by Krystal-Rose Agu. Video shot and edited
by Edie lbanga.
https://www.youtube.com/watch?v=ybJcY7EHS5A
25th Annual Arlington MLK Celebration: Advancing the Dream
Keynote speaker, Roland Martin, told guest at the Advancing the
Dream Banquet that MLK's dream was one of social and economic
freedom.
Interviews conducted and video shot by Edie lbanga and Krystal
Rose Agu. Video edited by Edie lbanga.
https://www.youtube.com/watch?v=BtL-OiOyrll&index=1&list=PLE3959C95F4A9C7E9
"Artists in Motion" Exhibit
Local artist, Donray, merges dance and movement in his "Artists in
Motion" exhibit at the Arlington Museum of Art.
Interview conducted by Krystal-Rose Agu and Raegan Cardwell.
Video shot and edited by Raegan Cardwell.
https:/lwww.youtube.com/watch?v=8tfKhZ3xi3E
2/5/2016 Studio Outside :: Projects :: Corporate & Campus :: New Parkland Hospital
http://www.studiooutside.us/projectsparkland.html 1/1
our approach
about us
projects
contact
news
blog
ranches& houses
public gardens
environmental& camps
parks &public spaces
corporate& campus
retail &mixed use
urban living
TCCD
Blue Cross Blue Shield
New Parkland Hospital
High Cotton
Dallas Museum of Art
North Entrance
Dallas Museum of Art
Sculpture Garden
One Arts Plaza
New Parkland HospitalDallas, Texas
In a joint partnership, Studio Outside and Ten Eyck Landscape Architectsfused nature back into Dallas' urban core with the restorative and adaptivelandscape at the new Parkland hospital.
Using the ecosystem and plantings of the Texas Blackland Prairie, the designteam created a resilient landscape that promotes healing and celebrates thebeauty of Dallas' ecoregion.
Wildflowers, native grasses and other robust plants compose the hospitalgrounds and offer patients, visitors and hospital employees a lush and tranquilenvironment. The landscape architects created an iconic setting for thehospital and region. Along with its LEED Gold® certification, Parklandreceived the Distinguished Greenscape Project of the Year award from theSTAR North Texas and the North Texas Corporate Recycling Association.
At the heart of Parkland's landscape is the 2-acre Wellness Park thatwelcomes visitors to the main entrance. Inside the Wellness Park, a spiralpath of native stone contrasts the orthogonal geometry found elsewhere onsite and takes pedestrians on a journey to a place of solitude at the spiral'score. There, they encounter the soothing sounds of a brimming water featurethat mirrors the surrounding landscape.
With the hospital's new location, its proximity to the nearby DART stationgives people an accessible rout to the hospital. Meanwhile, the landscape'spublic open spaces nurture friendliness and interaction and providecomfortable places for people to unwind. The Wellness Trail, the hospital'snatural trail system, along with an employee garden, a chapel garden andother outdoor spaces, organically establish a strong east-to-west frameworkthat connects the entire campus.
• • • • • • • •
August 17, 2015
Editorial Content Strategic Plan:
Introduction:1. We have an opportunity to share our stories in a way that enhances our firm’s image and
influence.
2. During the retreat we talked about our values, our mission, vision and goals.-We talked about investing in relationships within our office, among our clients
and within our community.-We talked about how our designs aren’t just structures, but are actual
experiences for people and communities to share.For this reason, I am excited to talk to you guys about ones specific piece in our
firm's puzzle.When it comes to our website, our blog and our social media, I don’t see them as
three separate entities, but as one thing, one entity and that’s our editorial content.
Where We Are Now:Our firm has a Twitter account, a LinkedIn profile and a blog.
On Twitter we post photos, links to interesting articles, events we’re a part of, happeningsat the office among other things.
On LinkedIn, we have 898 followers. We recently included a cover photo and a post fromthe blog.
On our blog, team members post articles about topics they are interested in. Wedistribute each post through an email blast reaches about 80 subscribers.
Our Internal Audience: Results of the social media and online content survey:
o 25% said that social media was influential in their decision to work here.o 30% said the blog was influential in their decision to work here.o 87% said they attempted to learn more about the firm through the company’s
website before they started working here.
This internal info is only a snidbit of a wider external audience.
Target Audiences: There’s a vast audience when it comes to who is seeing and interacting with the things we post.
Vision:What I would like to see is for us to generate insightful and original content throughout the year, and expand our online presences through purposeful interactions on social media.
Online Content Master Plan:Website: Site Where we want people to eventually end up.Blog: Central Plaza When it comes to content generation, this is command central. Social Media: Trail System This is how we get the word out.
Case Studies :Olin, SWA, Studio One Eleven
Strategies1. Website 2. Blog 3. Twitter 4. LinkedIn 5. Facebook
1. Variety of content, 2. Timeline, 3. Personal: specific time, 4. Office-wide engagement,5. Multimedia storytelling, 6. Evaluate efforts
FOR IMMEDIATE RELEASE MEDIA CONTACTKrystal-Rose [email protected]
Year-Long Campaign Calls Citizens to Help End Homelessness By 2018
FORT WORTH, Texas (Feb. 21, 2013) -- Directions Home announces the launch of a 12-month public engagement
campaign designed to help make homelessness rare, short term and non-recurring in Fort Worth by 2018. The program
begins with a launch event on April 20 from noon – 5 p.m. at the Central Library in downtown Fort Worth.
“Twenty-six percent of the homeless population in Fort Worth are children and 50 percent of homeless adults have disabling
conditions,” said Otis Thornton, Homeless Program Director for the city of Fort Worth. “Helping them find a place to call
home actually costs taxpayers less than responding with emergency services.”
To further tackle the issue of homelessness in Fort Worth, Directions Home plans to host initiative series of events and
activities that will engage local residents in homeless-ending actions.
The campaign launches with the kick-off called Be the Key. It will feature family-friendly activities, including an
opportunity to help construct a Texas-sized key that will go on display in Sundance Square. Attendees are also invited to
participate in arts and crafts, storybook readings, film screenings and an expo where they can learn about volunteer
opportunities at local homeless-serving nonprofit agencies.
Guest appearances are scheduled to feature both the mayors of Fort Worth and Arlington.
This year-long program will also feature three other high profile events: Directions Home a Geocache Event; Clean for a
Cause; and Team Home Run.
-more-
Directions Home
Directions Home a Geocache Event is scheduled for May 24 on National Scavenger Hunt Day. Residents will be invited to
follow a set of geographic coordinates throughout the city. Each checkpoint will feature a letter from an individual who has
experienced homelessness.
At the final destination, participants will be asked to sign the I Will Be the Key Pledge, in which they agree to be involved in
a homelessness-ending activity this year.
Clean for a Cause is scheduled for National Garage Sale Day on Aug. 11. Directions Home will provide residents with tips,
map routes and materials to host community-wide garage sales. Hosts can donate proceeds from their sales to a homeless-
serving agency. The campaign also includes Team Home Run, in which citizens are invited to serve as Running
Ambassadors alongside formerly homeless or sheltered individuals at local charity runs.
The community engagement campaign will also host an opportunity for residents to purchase artwork created through an art
therapy program for homeless individuals, a speakers bureau, neighborhood block parties, a new logo, a website and a PSA.
###
Directions Hom e:Directions Home is a 10-year plan to make homelessness rare, short-term and non-recurring in Fort Worth by 2018. A collaboration of private and social service agencies created the effort in 2008. This plan was adopted by the Fort Worth City Council and endorsed by the Tarrant County Commissioners Court. It promotes a particular model of addressing homelessness known as Housing First. The Directions Home plan is achieved through measures that include increasing the supply of permanent supportive housing, mitigating the negative community impacts of homelessness, providing education and advocating for change.
Mini Strategic Plan: Blendtec’s “Make it Blend” Campaign
Situational Analysis:Blendtec was fortunate to have great success with the “Will it Blend?” Campaign in the mid 2000s. The campaign, made famous by Tom Dickson and his “Will it Blend?” videos,quickly became an internet sensation that increased sales of the Total Blender and spread the company's name recognition. However, as time demonstrated, situations change and fads tend to fade, which is evident in the decrease in popularity of the “Will it Blend?” videos and with Dickson's announcement to step down as CEO of the company. Blendtec now faces a unique opportunity to enhance the image of the company and increase its influence to consumers and investors. Blendtec must utilize new and lasting ways to approach consumers in a way that relates and blends well with their lives, desires and aspirations in order to establish the company as a reputable brand in the eyes of both consumers and investors.
Target Audience: Primary:
Current users of the Blendec Total Blender and other company products. Viewers who watched the “Will it Blend?” videos and purchased the company's
products.
Secondary: Viewers who watched the “Will it Blend?” videos, yet did not purchase the
company's products. Stay-at-home and working moms and dads involved in family life. Young adults and Millennials. Adults interested in health and fitness. Adults who read food blogs or watch food and cooking TV channels. Older adults with grown children and an active family life.
Tertiary: Adults interested in home and kitchen design. Architects and interior designers interested in kitchen design Design magazines and journals focusing on kitchen design. Luxury magazines, especially targeted to mothers (working and stay-at-home). International markets and individuals valuing cooking as a big part of their
culture.
Objectives: To have a strong online presence using online and social media avenues -- to be a
go to place for individuals looking for recipes and online cooking demonstrations. Replace the “Will it Blend?” campaign with a new campaign that encourages
people to use and experiment with the Total Blender and other Blendtec productsto create foods and drinks that fit their lifestyle.
To increase the online purchase of Blendtec products by 20 percent within thenext year.
To increase name recognition among Millennials and young adults by 10 percentwithin the next year.
To increase name recognition in the kitchen design community by havingproducts featured in 15 design magazines and/or journals within the next year.
Recommendations: Blendtec should create a new campaign called “Make it Blend.” This campaign
will highlight ways consumers can make it blend – whether that is using differentfoods in new recipes, following a routine of creating new dishes to incorporateinto their daily lives, integrating the design and function of a Blendtec blenderinto their kitchen or using Blendtec products to create dishes from scratch. “Makeit Blend” will be a theme that encourages consumers to incorporate the use ofBlendtec products in a way that blends well with their specific goals andaspirations.
A recent consumer study by Anthem Worldwide showed that “Creating ItMyself” is a strong trend in 2013, especially internationally. Although in theU.S. 59 percent of respondents to the study said buying ready-made productswould be more prominent, 66 percent of respondents in the U.K. and 61percent in China believed that creating it yourself would be more prominent.
As part of the “Make it Blend” campaign, Blendtec will utilize online and social media outlets such as Facebook, Twitter, blogs and the company's website to feature monthly tips and how-to videos that will help individuals create a variety of dishes from scratch. These videos and tips should be available so individuals locally and internationally can use Blendtec products to create meals of their own.
The Hartman Group, a consumer research firm, and Publicis ConsultantsUSA, a food and nutrition marketing agency, conducted a recent survey thatrevealed that “almost half of consumers learn about food via social networksites, such as Twitter and Facebook, and 40 percent learn about food viawebsites, apps or blogs.”“Consumers used to rely on mom and family traditions for meal planning,but now search online for what to cook, without ever tasting or smelling,”said Laurie Demeritt, president and COO at The Hartman Group, in a pressrelease.
These online tips and videos will be a go to place for those who may not have learned cooking skills from their family, yet desire to create tasty meals.
As another part of the “Make it Blend” campaign Blendtec should connect withpopular cooking celebrities such as Rachel Ray or with shows such as “Iron ChefAmerica”, and “Chopped.” Chefs on those shows can use Blendtec products tocreate desired meals.
The Luxury Institute conducted a survey of wealthy working women in theU.S. who make at least $150,000 a year. The study revealed that 90 percent ofthose women, 35 and older, say family is the most important part of theirlives and that their long-term career goal is to retire and participate in morefamily time. The study also showed that 78 percent of women controlhousehold spending.
Blendtec should feature articles in luxury magazines targeted to women that show those women how they can use Blendtec products, such as the Total Blender, to create meals for their families.Blendtec should also feature how to's in those articles that describe quick yet tasty meals working moms can make for their families.
Harris Interactive, a global market research firm, conducted a Youth EquiTrend Study. The study revealed Target as one of the top 10 brands rated byindividuals between the ages of 8 and 24.
Blendtec should partner with Target to promote Blendtec products through TV commercials and print ads. Blendtec should use this partnership to stock a variety of Blendtec appliances in Target stores in major cities around the U.S.
According to Scottsdale Living Magazine, a driving trend in home appliancesis the ability to blend into the kitchen layout without standing out, in order tocreate a more cohesive and polished look.
As part of the “Make it Blend” campaign, Blendtec should connect with interior design and residential architecture magazines, such as Luxe Interiors + Design and Architectural Digest, to feature Blendtec products as having intriguing designs that blends well with, complements and does not take away from the design of the kitchen, thus adding to the overall ambiance of the room.
Evaluation: To have a strong online presence using online and social media avenues -- to
be a go to place for individuals looking for recipes and online cookingdemonstrations.
Blendtec will measure this objective by documenting the amount of online views they receive through a period of one year.
Replace the “Will it Blend?” campaign with a new campaign that encouragespeople to use and experiment with the Total Blender and other Blendtecproducts in order to create foods and drinks that fit their lifestyle.
Blendtec will measure this objective by numbering the amount of name placements the “Make it Blend” campaign receives in journals, news articles, TV media and online articles and blogs annually.
To increase the online purchase of Blendtec products by 20 percent withinthe next year.
Blendtec will document the number of purchased products at the end of one year and compare that amount to previous years.
To increase name recognition among Millennials and young adults by 10percent within the next year.
Blendtec will conduct a beginning and end of the year survey among Millennials and young adults to determine if the company's name recognition increased among those populations.
To increase name recognition in the kitchen design community by havingproducts featured in 15 design magazines and/or journals within the nextyear.
Blendtec will number the amount of product placement they receive in design magazines and websites at the end of one year.
Rationale:Now is the perfect time for Blendtec to incorporate new approaches that appeal to its consumers and target audiences. A new “Make it Blend” campaign will challenge consumers to use Blendtec products and incorporate them into their daily lives. Blendtec does not need to leave the online scene, but must use it to target an audience who uses online venues to seek knowledge. Partnering with companies such as Target and having a presence in design magazines and cooking shows will expose Blendtec to a wide and engaging audience who may be open to see how they can use Blendtec products to make them blend with their lives.
Created posts
and updates
for the
organ1zat1on '
s
LinkedIn and Twitter
accounts.
Social Media Studio Outside
Social Media City of Arlington
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Brainstormed and developed social media themes and ideas. Produced content for the city' s What' s it? Wednesday initiative on social media.
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- Ir.re fashkln show featuring pieces that can be purchased in klcal rnthing shops - food and refreshments - empowering speeches ••• See More
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