La vida es un carnavalI wanted to be a mother, a teacher, and a housewife. But when I began to sing with La Sonora Matancera, I thought, this is my chance, and I’m going to do it.

-Celia Cruz

About

Culture is my passion. I am a thinker, analyzer, and idea generator. I take pride over my work. I am a strong believer that with much passion and hard work, you can accomplish anything you set your mind to. I believe in stories and the power they have to change your perception of people, brands, and a culture. I don’t plan to be good, I plan to be great. I was born in Mexico, exactly four hours away form the touristic and tropical city of Cancun. I lived there for almost all my childhood and moved to the U.S to obtain a career for my life. I‘ve been selling most of my life (since I was five) so I know advertising is my destiny. During the summer of 2010, I traveled around Europe to learn more about advertising and design in foreign countries, I learned that great success starts by being humble and staying positive, and I embrace that everyday in my life. I am open minded and see the bigger picture, but I am also detail oriented in all the work I put forth. There is always something to be thankful for. I find myself thanking my family, my passion for art, culture, and education.

Stride

Table of Contents

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I am an ambitious Caribbean girl thrilled to exercise my knowledge and creativity. 10

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826 National

Paraty, Brazil

Brand Overview

BrandInsight

Audience Profile

Audience Insight

Concept

Strategic Challenge

Media

Objective

Badge Directory

Promise

Follow the badges throughout each campaign to find your way into the research.

StrideFor this project my team and I worked with the creative brief provided by The One Show College Competition and (we took it further) we explored how Stride gum has lost its momentum in the Canadian market. Be sure to follow the badge directory to find your way around the campaign.

CreditsProject Manager - Emily Thamavong

Strategy - Kimberly Martinez & Mimi SmithCreative - Kris Kobe & Michael Fangman

Stride was created by Kraft Foods and Cadbury to satisfy gum chewers with its long-lasting flavor and soft chewing experience. Stride entered (the U.S market) in 2006 and was introduced to Canada in 2008. Its freakish success began because of its broad assortment of distinctively un-gum-like flavors, offering 13 flavors, like Spearmint, Sweet Peppermint, and Mega Mystery. Other innovations were offered such as Stride Shift (a gum flavor that has the ability to change from a fruit to mint flavor) and Stride Spark (a flavor with an OOMPH you can taste). (Currently the brand is not growing from these innovations) and needs to bring to life its new positioning of “fuels non-stop nonsense.” Focusing on Stride Spark best expresses the new position of “fuels nonstop nonsense” because it provides “25% of the recommended daily allowance of B vitamins.” Stride Spark helps the body release energy through providing essential nutrients. Vitamin B6 helps to convert protein, increases red blood cell metabolism, and boosts immune functions and nervous systems functions. B12 works with fat and protein metabolism, and also red blood cell formation. These B vitamins are essential for releasing energy into the body. [Stride Spark is a fortified energy gum.]

Stride injects vitamins into their gum “Stride spark”

Stride gum has become something more than a snack or breath freshener. Kraft Cadbury is a company that is continually seeking ingredients and processes that can improve quality in their products and packaging. Stride is the only brand in the confectionary market that incorporates innovation into their gum to help boost social currency.

Stride spark bring social currency to trendsetters in Canada

According to Advertising Age (2011)“[Stride] is still losing ground, surpassed recently by Wrigley’s Extra, which as of April had 8.28% share compared with 7.44% for Stride. Wrigley’s 5 Gum, meantime, had sales jump by 3% and now has 12.84% share, edging closer to the No. 2 brand, Kraft’s Trident, which has 12.95% share. Wrigley’s Orbit is the top gum with 15.2% share, although its sales fell 3% in the year ending April 17, according to SymphonyIRI.” There is a lack of connection between the brand and the audience because the confectionary market is oversaturated; therefore, the brand blends in with the clutter. There are 10 direct competitors that provide the same long-lasting benefit. Some include Trident, Extra, and 5 Gum. In addition, according to C and R Research, “Teens are caught in a cultural feedback loop, they may dictate what the market makes, but they also develop new needs based on what’s offered to them. And because of this, loyalty can be fleeting.” It is likely that teenagers are more inclined towards brand loyalty as a group and to brand that offer latest trends.

Canadian teens are avid gum consumers and are not loyal to any particular brand because of clutter in the confectionary market

The One Show College Competition brief wants to re-position of the brand to “fuel non-stop nonsense.” We would like to define “nonsense” as a source of energy and of social connection. Social connection is highly valued by our target audience therefore will drive brand loyalty. Using our target trendsetters as a tool to increase campaign exposure.

Bring to life the new positioning of “Fuels non-stop nonsense” to create brand loyalty

(The long-lasting innovation of Stride was introduced to Canada in 2008, targeting 13 to 24 year-old, male and female Canadians.) Stride wants to target a more defined consumer demographic, male and female Canadian teens 13-18 (17 Bulls-Eye). Fresh to the Canadian market, Stride wants to engage these teens that likes Stride, but don’t love it enough to commit

Meet Brenden GaliBrenden is a 17 year-old Canadian high school student involved in extracurricular and outdoor activities such as hockey and snowboarding. He loves watching, sharing and uploading YouTube videos. He is always sharing, friending, liking and commenting on Facebook. During his free time, he enjoys going to parties with his buddies, going to the movies to watch things like Project X and The Dark Night Rises. He listens to Top 40 music radio stations. Brenden never goes out with out his iPhone and a pack of gum. He loves gum. When he is not eating or drinking, he is chewing gum. He is familiar with Stride, but doesn’t love it enough to commit. He is very close to his friends and doesn’t censor himself in his conversations. He is always texting, so to do it fast he uses acronyms to express himself. He enjoys hyper real humor—the kind that borders the line of reality but never crosses into fantasy.

Canadian teenagers highly value entertainment because it helps them connect in relationships and is a vehicle for social belonging. According to faithpopcorn.com “they belong to a group that represents common feelings, causes or ideals; validating one’s own belief system.” They strive to “live in the moment” and sharing their experiences with others that value the same. “Younger generations are attracted to social networks because the website allows them to discover who they really are, as the older generation uses social network to make their communication with their families easier.” (networkconference.netstudies.org). Social Currency is about increasing one’s identity and providing recognition. The audience’s generation cares about sharing information, according to Social Media Playground “they are not just consumers, they are curators.”

(Canadian teenagers) crave hyper-stimulation to amplify their social currency

Stride provides a platform to boost your online statusStride speaks to a connected target audience, so we’ll use various non-traditional media platforms to earn their loyalty. Each form of media opens an opportunity to engage with them and encourage them to engage with each. By repositioning Stride to “fuels non-stop nonsense,” will connect with the audience in a deeper way.

SparkLab an experiment in sharingThe target audience already spends a lot of time using social media, and much of what they share includes links to existing online content. SparkLab is an online hub that rewards them for sharing. This program builds loyalty in all touch points. Activities include sharing links via the hub instead of directly on their social media profiles. Points are rewarded for sharing, liking, and buying Stride gum. Becoming a member increase their identity by sharing new content with their friends and being recognized for doing the most sharing.

Social Media/ WebMedia Awareness Networks discovered the great majority of teens (53%) participate in some sort of social activity online. Social networking sites are where they spend most of their time leaving messages for their friends, sharing interesting links or information and posting photos and videos. Among Canadian teenagers with social networking profiles, almost all (93%) have a profile on Facebook. (Ipsos Reid)

Phase 2Social media is being used throughout the entire campaign to support and facilitate sharing.

Cinema/Sponsorship/EnvironmentalAccording to Connect 13, a youth marketing research study, 96% of Canadian teens go to the movie theaters at least once per month. Even given their multitasking media consumption, movies are one entertainment form that teens remain devoted to. Teens are more open to ‘pre-movie’ advertisements than other types of traditional advertising. “Movies get me away from the troubles of life for two hours, and allow me to indulge in someone else’s fictional problems, as apposed to my own.” –teen respondent. Sponsoring an event that Canadian teens are interested in will give the brand massive exposure because of high traffic. A recent study from Connect 13 indicates Canadian teenagers are disengaged with traditional marketing and would prefer interactive. Considering Canada is known for their expanse of outdoor beauty and sports, an environmental execution can be engaging with the target audience. They also enjoy carnivals. Every year, Quebec brings to life one of the biggest traditional winter carnivals in Canada, which lasts two weeks.

Chain of events and opportunitiesCinema creates an excitement for our target audience since movies are their “reality-plus” for a short time, but a surprise awaits them. Attendees go to theater on the day of the show, arriving around 3pm. They must check in and pick up official wristbands. Before the movie is played, the video introduces the Stride SparkLab and informs them they are automatically Plus Members. At the end, the video reminds them to turn off/mute their phones and points out the emergency exits, as they must use them to get to the event following the movie. This is when they are informed that a free exclusive carnival awaits them. There will be a media board that provides more information about SparkLab and shows attendees how to sign-up and use it. The hub can be accessed via a website and a mobile app. At the end of about 2 hours, the event ends. Winners can pick up their prizes. Everyone will be given a gift bag including several packs of Stride Spark and a sheet directing them to the website for full details on the program.

MobileAccording to a recent Decima Research, young people ages 13 to 24 are the largest group of wireless phone users in Canada. The usage of their cell phones are personal, palm-sized entertainment and social networking tools from which teens can play games, communicate, send messages, exchange information and share videos and images.

Including a mobile application will give our target audience easy access to activities and benefits for being a member.

• Posting links with comments• “Like” other members’ links• Enter codes from Stride packs to earn points• Buy prizes with points• View a filterable content feed, including the top links and featured links/content

Phase 1Because 93% of Canadian teens have Facebook profiles, phase one will reach out the audience through a Facebook invite. This RSVP invite will be to a pre-screenings and after-party. Fans are allowed to invite friends, but “liking” Stride’s Facebook page is a requirement to be eligible. All attendees must RSVP. At the event, they must bring their confirmation page by print or on their mobile device. These Facebook invites will be sent to trendsetters, directly from Stride. You can also be invited through a purchase of a pack of Stride gum.

Brand Overview

BrandInsight

Audience Profile

Audience Insight

Concept

Strategic Challenge

Media

Objective

Badge Directory

Promise

Follow the badges throughout each campaign to find your way into the research.

Paraty, BrazilParaty, Brazil is a 300 year-old city, famously known for its gold trail and Brazilian jazz music along its coastal line. You can enjoy beach, music, forest, food, and traditions without the over-saturated tourists. Be sure to follow the badge directory to find your way around the campaign.

CreditsStrategy - Kimberly Martinez & Tyler Harris

Creative - Marcus Doree & Kimberly Martinez

Experience rich culture and low tourism saturation in the small town of paraty, brazil

Paraty is overshadowed by the big tourist cities of Brazil. (Rio, Sao Paulo)Paraty is being overshadowed due to the recognition Rio and Sao Paulo have to American Tourists. According to Brazil Culture & Travel, “One of the big reasons tourist aren’t visiting Paraty is the extra travel time when they arrive in Brazil.” There are no direct flights to Paraty, one must arrives at the bigger cities like Rio and travel by land to Pararty (125miles to Paraty.)

increase tourism in Paraty by 35% over the next yearAccording to The Rio Times, “There are less American people visiting Paraty, but tourism is still growing.” They also say “On average 6000 people visit Paraty each year.” So to increase 35% we would need to increase the number of visitors by 175 per month.

Meet john and Mary FosterJohn and Mary have been married for 32 years, their two boys are now in college and have moved out of the house. (Mary is 65 years old, and has retired from her Account Executive job about a year ago. During the day she spends her time reading romance novels or magazines (such as Better Homes & Gardens, Travel, and AARP). When she isn’t experiencing a new book she is out back in her garden. John is 68 still working as Vice President of Sales, but will be retiring within the year. John likes to spend his free time working on his classic cars, or relaxing in the den reading Architect Monthly, Forbes, or Classic Car Magazine. John is always on his iPad, checking emails, storing family photos and installing new apps. Together they regularly attend the local theater and are very prevalent in the local art scene. They enjoy experiencing new thing and meeting new people, and are often visiting museums when they travel.

According to Lonely Planet Travel Guide, ”the Brazilian government has recognized Paraty as a National Historic Site since 1966, and the town is currently petitioning Unesco for World Heritage status” Paraty is a Brazilian city on the coastline where you can experience jazz street music, recent history, colorful architecture and green scenery with low tourism saturation.

authentic travelExperience the authentic city of Paraty by booking your trip through TAM airlines. The target audience is looking for a place to relax as well as be able to learn from the culture by visiting historical monuments and sights. Each execution will showcase the uniqueness of each part of town. We want to invite the audience to be able to explore the city freely and easily without the overwhelms of a big city.

join our familyKnowing the target audience is at a stage of re-evaluating life goals and culturally motivated, we want to showcase the culture, in the voice of the locals. A glimpse into the sights and sounds of life as locals know it and the mural they continue to paint for visitors to see. Showcasing the sights, history and music as locals enjoy it.

MagazineAARP The Magazine is the world’s largest circulation magazine and the definitive lifestyle publication for AARP’s nearly 40 million members and Americans 50 and over. (With half page ads) we want to introduce Paraty and its various parts of town from the voice of the locals.

Microsite The 50+ generation goes online. (Boomers want to stay relevant to society as they age, and corporations have a responsibility to provide them with opportunities to do so. Help them start businesses; create learning experiences; provide forums for exchanges of ideas and knowledge; help change our society’s opinion of what it means to be an older American. Planning is very essential to our target audience therefore the microsite will be a planner of their travel as well as preview of venues from a local’s point of view.

Tray adWe want to utilize this traveling experience to introduce a useful tool to get around town. We want to invite the target audience to download the iPad application. The tone of voice is almost as if someone is inviting you to point you in the right direction.

Ipad app Smartphones may not be the answer for boomers because of the screen size, but the quick penetration of tablets among Americans age 45 or older offers important clues to the future of mobile services for this demographic. Because of this we will create a navigation application to help visitors find their way around as well as store photos and keep a journal of their stay at Paraty. This application is exclusive to Paraty because it provides a local’s perspective and review for the various places around town.

Airport video adThe target audience loves to explore and learn more of their surroundings, therefore they travel a lot. The video will be played inside the plane. We want to connect with the audience when they are traveling, because it is the main channel the audience looks for their next getaway destination, in addition there is that emotion of traveling.

Print

a jazz lounge on the coastline

Come join our familyPARATY Brazil

www.tam.com.brBOOK YOUR VISIT

Experience our lifestyle with memories that enrich yours

www.tam.com.brBOOK YOUR VISIT

Come join our familyPARATY Brazil

Images provided by Getty Images

Print Print

video

our hidden city of gold

Come join our familyPARATY Brazil

www.tam.com.brBOOK YOUR VISIT

Come join our familyPARATY Brazil

www.tam.com.brBOOK YOUR VISIT

The rhythm takes over the night

Scene Snapshot/Que

Narrator: My grandmother once told me that, with hard work and faith, you can build more than buildings that outlive centuries.

Narrator: I can’t help but think about my ancestors and what they accomplished in their lifetimes. It’s not hard to see it when I just open my eyes and look around.

Narrator: Our crafty cut shore-lines that trap bodies of calm water as far as my eyes allow. There is still enough waves to wash away the footprints of pastime allowing the creation of new ones.

Narrator: Our cobblestone streets symbolize the road of hardship generations had to get us where we are now and lead us to keep walking.

Narrator: My uncle Juju will always show us the best places to fish, I mean after all Paraty means “River of Fish”.

Narrator: I take the time to open my ears to the sweet sound of Brazilian jazz as it cotes the air meanwhile my cousin Teje puts his first coat on the canvas.

Narrator: The fresh waterfalls gushing into our rivers that make their way to sea are our bloodline to fresh water and fresh sights.

Narrator: As the sun falls make your way for the rhythm of the drum and star bright to force your body to move with the beat and enjoy all what life has to offer.

Narrator: The one and only. Paraty, Brazil

Narrator: Visit joinmyfamily.com/paraty for more information on this destination

Narrator: And for travel arrange-ments please contact your local tam airlines travel associate.

Narrator: We are family, and this is our life. Come join our family

Scene Snapshot/Que Scene Snapshot/Que

Images provided by Getty Images

Images provided by Getty Images

Images provided by Getty Images

ipad app

Brand Overview

BrandInsight

Audience Profile

Audience Insight

Concept

Strategic Challenge

Media

Objective

Badge Directory

Promise

Follow the badges throughout each campaign to find your way into the research.

Paraty pathfinder

PARATY Brazil

Miracolo

Address:Praça da Matriz 8 Town Center State of Rio de Janeiro, Brazil

Telephone:(024) 3371 1045

Hours:10:00 - 24:00

Distric town tour

Festival day

Distric town tour

Coastline

Gold trail

Paraty family

My Paraty Album

PARATY Brazil

826 National826 National is a non-profit that advocates encouraging art in education. There are eight chapter throughout the U.S. and are located behind a storefront, each with a unique storefront theme.

CreditsStrategy - Kimberly Martinez & Emily ThamavongCreative - Kimberly Martinez & Emily Thamavong

826 National is a storefront and a community-based nonprofit organization primarily to excel student’s creative writingIt started with passion in education and a (high-street) shop selling pirate eye patches. Dave Eggers, a celebrated writer, and Ninive Calegari, a veteran public school teacher, joined together to develop a project to serve students in their community by opening a tutoring center behind a pirate store on Valencia Street in San Francisco’s Mission District. It was zoned exclusively for selling miscellaneous pirate items, but it become something much larger. Behind the pirate store, students receive one-on-one attention from their teachers. All of their programs are challenging and enjoyable, and ultimately strengthen each student’s power to express ideas effectively, creatively, and confidently in his or her own voice. 826 National has attracted volunteers and donors, and growth of the organization flourished across the nation. They started off with 14 professional volunteers and expanded to approximately 6,200 active volunteer members and 8 chapters in Boston, Chicago, DC, Los Angeles, Michigan, New York City, Seattle, and of course San Francisco.

They believed great leaps in learning can happen with one-on-one attention from professionals, and that strong writing skills are fundamental to future success. 826 National is frequently bringing in public figures to encourage the students to continue their creative studies. 826 National is also constantly promoting writing through projects from educators, 826 volunteers, and notable writers. Some personalities include Aisha Tyler, Zooey Dechanel, M.Ward, Michelle Obama, and DJ Huang.

826 National creates a community through the use of celebrities, political personalities, and authors

826 National needs funding in order to serve all students (from the eight centers) in need of tutoringThe primary challenge 826 encounters is the insufficient revenue collection to supply for the material required for each student.

In a 2008 article in Time Business, Bryan Walsh explains how the economic crisis has affected non-profit organizations.

“It’s too soon to say exactly how much giving will be down, but past experience suggests that a recession will hit charities hard. In a report released last month, the Giving USA Foundation found that on average during recessions (defined as two quarters of consecutive decline in the gross domestic product, which hasn’t yet happened), charitable giving declines by1%. That might not sound too bad, but keep in mind that during non-recessionary years, charitable giving in the U.S. has increased 4.3% — which means a recession represents a more than 5% swing in the other direction. And it’s gotten even worse than that: during the relatively severe downturn of 1974, giving declined 5.4%. Given that the current crisis seems unprecedented in its scope, no one is willing to predict just how bad things might get for the nonprofit sector.”

To succeed in the global economy, America’s children will need to be inventive, resourceful, and imaginative. Educating young students isn’t seen as a popular social issue. Instead, it sits low on the priority list for global issues in the U.S, therefore, those who already donate acknowledge it is an underserved issue and 826 National is one of its kind.

826 National currently has a surplus of $78,753 according to the last fiscal year. The funding acquired from 826 National is divided into eight chapters which is only 12.5% provided to each chapter, each chapter then is responsible to provide their own funding through local donations and storefront sales. In order to continue this funding 826 National must maintain a great awareness of the importance in arts education. She and Him already provide portions of proceeds to benefit 826 National chapters. Using the giving season to our advantage, we will increase the awareness of this unique opportunity to give and celebrate the holiday season with the She and Him’s partnership with 826 National.

Influence audience to purchase She and Him album in order to provide the 40% of funding for each of the eight chapters of 826 National

Current Audience Insight and trends826 National volunteers are local community residents from a wide range of professions— writers, teachers, artists, college students, parents, bankers, lawyers, and retirees. Considering 826 primarily markets itself through word of mouth, these volunteers would refer their friends and family to donate. These “Personal Ties” inspire friends and family volunteer to take part in doing a social good while they maintain their busy lifestyle. They believe many social problems seem too large for any one person to make a difference especially because they’re busy people. Making a donation gives the donor personal power over a complex issue that is much larger than herself/himself.

Selected AudienceDemographics-Income: 80k and up.-Education and Career: We are targeting well-educated individuals that have earned a bachelor or higher degree with a stable profession in education, retail, science or art industry.-Age, Gender, Marital Status, and Ethnicity: The age range is from 31 to 38 years old, both male and female of all ethnicities.-Location: The areas we are targeting are populated cities such as Atlanta, New Orleans, Texas, San Diego, and Houston.

Mr. and Mrs. Miller have been married for 6 year and live in San Diego, they have maintained a well-balanced active life-style. The couple has tight schedules, but manage to accomplish daily tasks while keeping their relationship with each other and their children strong. Some frequent activities that frame their lifestyle are: they read their daily local newspaper, practice Yoga, decorating, cooking, mobile games, fantasy football, attend Lifetime fitness, watch the Nate Burkus show, ESPN and CNN.Jennifer Miller is well-educated woman who has earned a masters degree in Science Writing at Chatham University at age 25. She is now 32 years old and holds a unique role as a technology writer that is dedicated to solving complex issues of global significance in national security. Despite how busy she is, Jennifer ensures the children, Kaiden who is 2 and Anney who is 5, practice healthy eating habits, and have active schedules that consist of school activities and interests (piano and soccer). Anney recently began attending kindergarten, a big step for the entire family. Donald Miller is also a well-educated individual who earned a Masters of Business Administration at age 24. He is now 36 years old and holds a position as a management analyst at Cymer Inc., which specializes in light sources used by chipmakers to pattern advanced integrated circuits. When he’s not working, he (fixes things around the house,) spends time with Kaiden and Anney by being involved in entertaining activities, and taking his wife out for dinner. As a couple, they like to try new and exciting restaurants while the nanny watches over the children.The Miller couple (wishes to commit time and support their community,) but is uncertain which organization that is a high impact to the society and their community. They seek causes they may feel that lack attention and are overlooked by the public. They desire to achieve a sense of belonging in committing to that is fast, convenient, worthy and preferably would affect their children. They would then like to see how their contributions help an organization to grow.

Meet Jennifer and Donald Miller

MotivationsWhat drives the target audience to give is they believe in doing a social-good that is often overlooked as an underserved issue. These donors are more interested in getting help to achieve their personal philanthropic goals than being told who to give to.

PreferencesFew donors do research before they give, and those that do prefer simple information about efficiency, effectiveness, and how convenient it is to donate. Where their money goes to and how much impact it makes through the organization is important to them. High impact donors will want to see lots of stats and outcomes (Hope Consulting).

Audience InsightThey plan their purchases around their lives, to supplement and expand their definitions of themselves.Giving to charities strengthens their identities and (practice of giving among organizations with substantial means. They plan their purchases around their lives, to supplement and expand their definitions of themselves. For example, because of their strong interest in social issues, these actualizers often purchase products and services that reflect their concern for the environment.

Behavioral TrendsAmong married couples that make charitable donations, both giving partners are usually interested in being involved in decision-making. They respect each other’s opinions and decide together. They feel a connection when giving together, as if they complete one another by committing a good social act. They also plan to pass these behaviors down to their children as a family tradition.

the joy of giving benefiting the children of 826 NationalThe focus is to create an experience of how good it feels to give to a creative organization that will tutor children to become innovations for our future.

she and him under the mistletoePlaying off the name “She and Him”, our campaign theme will include pairs and couples for a special Christmas element of togetherness. This will draw an emotional response of sharing something even more special together by listening to classic Christmas music.

RadioThe target audience often listens to light rock and classical music radio stations while driving in their vehicle. In order to obtain a high percentage of reach, we chose radio as our first execution to introduce the campaign. This execution will be delivered by female local radio personalities.

Social MediaOur audience is very connected with the social media world, which includes Facebook and Twitter. They interact with games and friends so we created an idea of photo sharing along with a compelling story of them giving at any time of their lives together, whether it is for charity or to their children. (Children of 826 National will choose winners) and for those who win, earns free tickets and a unique opportunity to meet She and Him backstage. This will influence couples to engage with the thought the feeling of giving is the best gift there is. It will also direct the audience to the main event.

Media KitWith a compelling event story, we will reach out to those who have a strong interest in our community. We chose this (cost-effective publicity) because it would build high awareness and target our audience. The media kit contains a news release of the event, a save the date postcard, a ticket to the event for two, a She and Him album and handmade mistletoe ornament. The exterior of the media kit is presented as a present, with body copy on the top and bottom with a compelling “mistletoe story” about the giving season. On the bottom, copy explains how this She and Him Tour will benefit the children of 826. All copy be handwritten by the children. This additional idea is to draw emotion to the journalist and will bring them to our event; the goal is to get talked about before and after the event.The (press release) will be sent to the following authors and local newspapers that are part of the lifestyle of our audience.• The Washington Post: Brandon Weigel - does the music and exhibits listings for the Washington Post’s Weekend section and assists with writing and blogging. He started at the Post in 2006 as a night news aide in Metro.• The New York Times: Janet Maslin• The Boston Globe-: Marc Hirsh – In the Arts section, music review.• The Michigan Daily: Joey Cadagin – In the Arts section• The Seattle Times: Misha Berson- In the Arts section.• The LA Times: Randy Lewis- In Music section• San Francisco Chronicle: Joshua Kosman, chronicle music critic• Chicago Tribune: Andy Grimm Previous articles “Wedding schedule at Orland Square Mall where couple met”• Television Shows: Rachel Ray, The Today Show, The Ellen DeGeneres Show, The Nate Berkus show.

PosterBy now, our audience should be well aware of our campaign so we want to inform them where the events, which communities, are going to be held with additional details. These posters will be placed in frequently visited places, including local coffee shops, restaurants, theatre centers, martial arts centers, and community centers

Personal InvitationChildren from 826 National will create mistletoes and pass them out along with invitations by going to door-to-door in specific areas of the eight cities. They will invite our audience to experience the real joy of giving by attending a celebration of Christmas performed by She and Him. The invitation will also lead them to purchase the album that benefits the children at 826 National. This execution will remind the audience of who they will be benefiting if they purchase this album. A volunteer will accompany the children and both will be wearing t-shirts with the 826National logo.

EventThe main event will be the most exciting execution. Holding these events at eight different community centers will coalesce couples with their community. At each event, a member of 826 National will do the kick off with an introduction of 826 National and She and Him. She and Him will perform six of their songs and will meet winners of our Twitter and Facebook contest. Guests are welcome to get comfortable with the services, such as food, drinks, and purchases. She and Him’s album will be available to purchase.

Life is my inspiration.