I AMFirst Edition

Christelle MagazineCreative Industry

An Island GirlTales of

Infrographic

Seminars

Resume

Introducing MUTThe 5 Principles

Humans of Amsterdam

Contents Summer 2016Volume 01, Issue 02

Curriculum VitaeResume on work experiences, skills, education and other inter-ests.

FEATURES

5

Infographic An insight into my personal brand and self.

6

Precious PassionThe different views of the island girl.

8

Humans of AmsterdamA short interview story with an inspiring man., Mr. Yarine.

10

12 The 5 Principles of GestaltA brief description of the fiveprinciples theory of Gestalt.

De FoodhallenA blog on Amsterdam newest and hippest artisan food court.

14

Bon Bini !

2

Seminars & Guest LecturesSeminars that I participated in, during the months of the FabCity project at ‘Pakhuis de Zwijger’.

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About me

Editorial

Christelle Silva is an Aruban born Leisure Management student at the INHolland University of Applied Sciences in Diemen, the Netherlands. She has recently returned from a five month work placement in Aruba where she later extended it to an additional two months for vacation and family time.

Coming from a small island has given her the passion to travel, to discover cultures and gain experiences all across the globe. Hence, the reason she has chosen the Netherlands for her college years, as she can travelin the holidays and weekends to different other European Countries.

Currently, Christelle is persuing her minor degree in Creative Industry, where she researches and writesnew concepts for her focus area in the Amsterdam Noord.

After graduation Christelle would like to enroll herself for a Master Degree in Marketing. However, she would like to do this in a different country to gain a more global perspective approach and new culture experiences.

Christelle thrives for unique experience.

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BiogRAphy

Christelle Silva

Bon Bini !

Meet You There !Introduction to a new social mo-bile application in the market ofAmsterdam city.

Word of Mouth MarketingMy communication mix for the ‘Meet You There’ mobile app.

22

T | 062 0095 766

My Personal BrandingWhat are my strenghts and what drives me to accomplish what i want?

The following are my inner stars and purposes.

During my work placement, I was part of a fashion show week as I was an event assistant coordinator. As the assistant, I had the responsibility to communicate with the suppliers regarding the production team. I had to create an action plan, risk plan and the evening program plan.

On the event day, when we were setting-up and the backdrop with the music & lighting production, a team member/colleague ran to me for assistance as I was the only one with authority on scene. The police chief came to observe the area since the event was taking place on a public place. What happened was that he noticed we didn’t have barricade to properly close down the street and thus threatened to cancel-stop the entire event.

Since, I wasn’t aware of the rules-law I asked the police chief to explain to me what other options I have and where to seek assistance. When he finished talking, I regrouped the team and told them to start calling

everyone that they know that have a barricade that we can lend from, as renting on last minute was too expensive. Fortunately, we managed to receive enough barricades from other companies we have worked with in less than one hour.

When I’m faced with an overwhelming obstacle, I’ll go directly to the problem with a calm attitude to get all the information I need and while I’m processing the incoming information I am formulating, seeking and planning a solution in my head. I always pretend to present myself as confident, calm and collect during overwhelming obstacles to give the impression that I have everything under control as I’m a professional with experiences.

I’ve noticed it made me more self assured and confident when I’m in a uncomfortable position.

Furthermore, it made my colleagues calm down and less panicky. My colleagues were very supportive and were obeying my leadership. When we managed to resolve the issue they told every detail to my manager. My manager wasn’t at the built-up area so when she heard of how I managed to resolve the problem she was very happy and proud of me.

She then asked me to take over the other girl’s tasks as she didn’t trust her with her responsibilities anymore, and asked me to reread everything so we won’t miss on a fine print gain. My colleagues trusted me and since that day, they always ask for my opinion regarding any decision making.

My Inner Strenghts

My PurposeI am a determined student who wants to finish this program in 4 years. I’ve created a 5 year plan few years back to come to the Netherlands to earn a diploma and to spend one whole year on traveling around Europe and Asia.

I’m very determined in accomplishing this plan and therefore I’m constantly fighting off my procrastination. I have only travel to UK, Germany, Belgium, Morocco, Switzerland and Hungary so far in 2 years.

I hope this will give me a better idea - vision of what I truly want to do next after my studies.

“Do I want to get a Masters or start working? If working, what job and where, how long? “

These are things I still don’t have a clear image about. I will have to start on my next 5 year plan soon.

Therefore, I just booked a trip to Venice this week on spring break. I would like to have had more trips but I need to keep myself in my budgeting planning. I enjoy spending time with my family and close friends.

I can spend hours watching movies and series or planning a vacation trip. Leisure time means a lot to me. I will get my diploma next year in my 4th year and travel the world to get inspiration from everywhere I go.

IF money wasn’t an object,I would travel and explore a different country each summer. I would go to the most exotic places in Asia, Central America and Africa where I can submerge with the his-tory, people, food and culture.

My favorite activities are discov-ering new places I’ve never been to. I like to walk and emerge my-self with the century old history surrounding me. Walking on the steps where our ancestors used to walked on. When I’m in a different country I love getting to know all about their rich history and culture. When there is an abandoned build-ing, I see forgotten memories.

Furthermore, I love capturing the moment by converting myself as a local where I can eat local cui-sine and wear local clothing. I feel blessed with my opportunities that I have which made me fall in love with giving back.

Therefore, every place I’ve been to I tend to spend some amount on tips, elderly homeless, children and local charities.

People that attract me are people who are independent and that can stand firm on their beliefs and will. People who are aware of what’s happening around them and who doesn’t tend to be biased to a subject.

People who can real talk, be daring and be tough yet with a warm heart to others. Strong characters who love to give back to others in lesser needs due to poverty or disabilities, people who doesn’t discriminate.

I’m drawn to people that I respect and admire. And animals are a huge part of me.

What would you do?

When Money isNot an Option!

Today, the Humans of Amsterdam takes us to the old Havana, Cuba. And teaches us the love

of Family and God.

Meet a true inspiring human being, with great motivation, determination

and setting a true example that education

has no age.

Read the following short story.

Yarine Ramírez Frómeta, was born on March 21, 1969 in Havana, Cuba. His mother is a schoolteacher by profession, now retired; and his father was an opera singer, a tenor.

Yarine had a normal wonderful and peaceful childhood. He grew up in a humble big home in Havana, surrounded by love and a lot of animals and fruit trees.

His father raised goats, ducks, pigs, rabbits, hens and roosters, dove. That’s why we always ate very healthy.

“We were not rich but there was a very strong unity among all the members of the family”.

At a very young age, his parents taught him and his brothers the importance of studying and working hard to achieve goals in life. They also taught them to respect them.

One of his fondest memory was playing baseball with his Dad. As he recall, his Dad gathering all the children every Saturday from the neighborhood to go and play baseball. Yarine leans back with wonderful nostalgia; he smiles and mention, helping his Dad in the farm.

Growing up, Yarine wanted to be several things: a baseball player, a boxer, a police officer, translator-interpreter. He went to a normal elementary school near his house from pre-school to 4th grade, but from 5th grade all the way to 9th grade (elementary school and middle school), He enrolled himself into a Special Sports School doing Baseball as the main sports.

“Although I was doing very good, at the age of 16, I began to think of my future career and decided to study hard to get to the University”.

He then reasoned that being a baseball player would not guarantee him a promising future as the active life of baseball players was around 40. That is was the reason why he quit sports and followed a University Bachelor’s Degree in Education in the Specialty of English Language, the language of his choice.

Humans of AmsterdamAmsterdam has a vibrant and is a multicultural city filled with interesting humans. With the many strangers and heroes walking and wonders the street daily without anyone noticing.

By Christelle Silva

Never Forget to Honor Your Parents !

“Honor your father and your mother, that your days may be long upon the land which the Lord your God is giving

you.” - Honor your parents Exodus 20:12

Yarine’s biggest influence in your life is first his father. He taught him many things by example, especially work hard and never give up until you reach your goals. In his upbringing, he always encouraged Yarine and his siblings to take education seriously. His parents’ dream was that they studied hard, become great students in every school level and get a University degree with high scores and become great workers. “We all fulfilled their dreams, especially my second oldest brother and I”.

From the third grade until his 6th grade, he was awarded the “Best student of the Class” with a Certificate. But, in 1992 when he graduated with Summa Cum Laude from the University, it brought immense joy to his parents.

Yarine started his first career work as a translator-interpreter for the Cuban Government for 16 years while working at the Cuban Ministry of Foreign Affairs.

After moving to The Netherlands, and started on a new adventure, Yarine’s passion and determination lead him to enroll in a new Bachelor Degree. He is currently enrolled into a full-time student of International Business and Management at Inholland University of Applied Sciences, in Diemen, Amsterdam.

Nowadays, in his freetime he loves playing the piano, reading the Bible; following the latest news and trends in business, praying, and farming. But, most importantly he love spending quality time with his children.

Also, he is familiar with such compliments every Sunday at Church.

“It gives me immense joy to see the lives of people transformed by the power of God as I let myself be used by Him”.

Yarine’s advice to his younger self and to all adolescences is to take advantage of every learning opportunity, seek the wisdom of older people. Also to travel and see the world, move to a more developed country.

revival in his mother country: Cuba. And as a business man, he dreams of creating his own company.

When Yarine was asked, what was he most proud of he replied: “My achievements in life both at school (Best Graduate at the University) and at work (Best Worker of the Year on four occasions (1995, 2003, 2004 and 2005)”.

I asked Yarine if he thinks he’s an inspiration to others? and he answered: Yes!

Before he joined the Cuban Ministry of Foreign Affairs in 1995, he taught English for 2 years at a Military College and his students gave testimonies of this fact.

Having met Jesus on March 21, 1992, then gradually having a close relationship with Him for years has definitely made me who I am today.

“I have been pastoring a Church since August last year”.

The second best thing that has ever happened to him was the birth of his daughter. She is the light that inspires him which gives him all the strength needed to carry on in life.

One of his biggest dreams is to travel to Israel and visit all the places where Jesus walked and performed miracles. He would like to one day be able to see a spiritual

Yarine’s special interest is to fulfill God’s purpose in my life; to be in the center of His Will. Also becoming a successful businessman to help those in need, both spiritually and materially.

The worst thing that has ever happened to him was to lose my Dad physically in 2009. And spiritually speaking, the best thing that has ever happened to him - is to have found Jesus.

By Christelle Silva

Proximity is easier a principle that web designers use in order to make their contents obvious and to help others see the connection be-tween two groups. Things that are close to one another are perceived to be more related than things that are spaced farther apart. For instance, the Unilever figure consists of many small objects that represent the company. However, as the objects are closer compact to each other it appears to be a giant U-shape. The small objects are to start making your mind to work as it helps you perceive them as being part of a whole image.

The 5 Principles of Gestalt Gestalt principle (2013) is a German expression that means when parts of the identified object has a

different characteristic to the whole object. Gestalt can be translated as shaping of an objects complete form depending on which common law of visual perceptions. Below, a brief description will be given on

the law of visual perception on an image.

Things that are alike are perceived to be more connected than things that are different. This principle is easy to understand that, this is used in the case of those items that are similar. These objects will be perceived as making part of a group and their similarity could consist of the size, color, form and length etc. Most similarity images are a repetition of the same object or figure but web designers always makes one of the repeated figure different. This is to get the attention of the reader but also to make a clear distinction of the dissimilarity. For instance, in the figure to the right, four human sticks can be seen. Three of the human sticks are the same (holding-hands) and the fourth human stick is free from the others and appears to be jumping, meaning is free and happy of breaking the chain.

This principle is to help the reader deal with the elements that are placed against a background. The relationship between the front objects (bold color) and the background (opposite color) should be more eye-catching than the latter. Web designers use this principle to make clear relation between the items. When looking at the logo of the ‘Pittsburgh Zoo and PPG Aquarium’ one can see a big old tree and birds in black (foreground) and a gorilla, lioness and fishes in a white contrast (background). Here they illustrate their (exotic) animals and the love/care for their nature/habitat (big tree).

This principle used to introduce an object that is not complete and that need other objects to make it seem complete/whole. To be more specific, when it comes to this principle, one should perceive the whole picture as having an additional element that will improve the image from a multiple point of view. The web designers must make sure that they create something simple and easy to spot. When looking at a complex arrangement of individual elements, humans tend to first look for a single, recognizable pattern. For instance, on the right image, a hand can be seen with an under piece of a light bulb. However, if you look closer you might see a light bulb being pointing out in the hand, perhaps an electrician poster.

Once something is introduced as a series, our mind tends to perpetuate the series. This simple law is to in-terpret something as connected or continuous, because our brain pre-fers it as to what it really looks like. For instance, in the figure on the right, we see a man swinging with a golf stick. We perceived swinging as we see the bars on top of the golf stick becoming thicker and bolder. However, in this figure we can also see a Spartan’s face looking at the right-side. The Spartan face and the golf player represent the company’s name and core activity.

ClosureSimilarity

Figure-Ground

Continuity

Proximity

I SEE YOU

THERE !THERE !

THERE !

THERE !

THERE !

THERE !THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !

THERE !THERE !

THERE !

THERE !

THERE !

Seminars & LecturesCo-Creating the City, Antonia

Antonia from Croatia presented her nice project which was to work with the youth in poor cities in Solin. She created a studio where these kids can come and perform arts by dancing, singing etc. Most of the youngsters there are uneducated, not well outspoken and don’t socialize, and by creating a center where they can all come to-gether on the same level to learn of one-another helps them socialize and become more confident in themselves. It turned out that these kids are very talented and are very well in performing in front of other people.

Metabolic, Eva Gladek

De Ceuvel in Amsterdam North has had a creative and sustainable make over. Eva and her team experimented on the premises of a polluted spot of land that previously served as a shipyard. This was the first experiment in which Metabolic experimented with integrated clean technologies, such as recycling urines for potting soils. This new project at the Ceuvel will only last for 10 years as they estimate by then the polluted land will become healthy again. As for Eva, she hopes that she will get the opportunity to repeat such experiment on another polluted area in the nearby.

Wikkelhuis, Rick Buchter

The Wikkel House was created by a young man and his work-partner to create and en-hance sustainability for a better future. The Wikkel House is created by a carton materi-al being placed in shape on top of each other several times for the house structure and climate control. Unfortunately, only 10 a year is being made as it cost a lot of time to make one. However, with the rise of the consumers social environment awareness, the demand for the Wikkel House is growing and expanding to many other EU countries.

Workshop Film Marketing, Gate 2

On the 24th of May was the International Day at the INHolland University of Applied Sciences in Diemen. I went for the Film marketing workshop as I’m interested in pur-suing a masters in Marketing. The lecture was given by a Lituenian English teacher and she used many movie posters as examples. The class was semi full and had many people engaging during the workshop. The purpose of the workshop was to learn how toanticipate the (film) audience with just a single that doesnt say much. And how to make your brand stand out and last in the audience’s mind and memory.

The following are some of the seminars and guest lectures that I’ve been to in the last couple of months. Each has its own short summary.

The Panama Papers, Pakhuis de Zwijger

Panama Papers was really linked to Creative Business, however I thought it was interesting seeing that many people was talking about it all over the news. The entire seminar was in Dutch as three Dutch journalist participated in helping researching the database at the Fonseca firm. What I found to be really interesting is how easy it actually is to open an off-shore account for your company, in order to safe up a lot on tax payments. Having a off-shore account isn’t illegal, its just unfair to others who can’t do the same plus your are not helping your country’s economy. But, that’s just an individual morality decision that not everyone has to agree with.

The Knowledge Mile, HvA

Maarten Trepstra showed us many websites and examples of online community and told us how he started his own group and online community (Knowledge mile). He gave many useful examples which can be used for our concept in the next term. Fur-thermore, some of these websites are great for trend researching and for events and happening that’s going to happen or are currently happening

Campus Party, Nick van Breda

Nick is a entrepreneur which I met working at the Campus Party. Even-Though, I haven’t quite interviewed him. I’ve learned a lot about him. Nick is very inspirational as he is doing what he loves and does best. He’s a real gamer and that has open up his passion for techonolgies and helping other succeed as well. He organises many tech events to help students and entrepreneurs in the creative business field. I’ve add ed him to my LinkedIn account, and he is such a down to earth man willing to help others with anything by sharing his knowledge on advice and guidelines.

De FoodhallenAmsterdam newest and trendy foodcourt. This place is a must for the young and professionals looking to network and having some fun. Foodhallen is rich with history and the hallen itself

has many more to offer.

The Foodhallen:was a former shelter where the trams used to overnight. Hal 3 is the eldest hall and has been nominated as a monumental building.

This hall 3 has two entrances-exits, one leading to Bellamyplein and another to Ten Katenstraat. However, since it’s been unused for many years, it has been recently renovated into a new creative, urban, hipster hotspot. The Foodhallen opened its door in October 21st 2014 following the Markthal success in Rotterdam.

The Foodhallen is a place where people can meet to eat, drink, relax and enjoy the atmosphere. There are many food stalls (kiosks) with each a different cuisine origin. Moreover, there is a dessert stall to pass by before heading out. In addition, the Foodhallen has one of the best and creative Gin bars in Amsterdam. The Foodhallen can be compared to the Borough market in London, but then with local entrepreneur foodies.

The food and snacks served at the Foodhallen are mostly creative and artisan quality. Each stall strives to be unique by showing their food and stall in a creative manner.

Furthermore, the staffs are amazingly friendly even when it’s over crowded with starving hipsters standing in lines. In the afternoon usually on Friday and Saturday at 6pm, a local jazz band will come

on stage and play. There is an entire podium program meaning you can always follow your favorite singer or band.

The Foodhallen is easy reachable as its only 4 stops away of the Leidseplein with tram 7, meaning, a perfect TGIF night out. Youngsters usually meet up at the Foodhallen to eat small, drink and laugh, just to start up the night; afterwards around 11pm they go out to Paradiso, Chupitos etc. Furthermore, to others who would like to stay around in the area, Remise 47 is just around the corner of the same building.

Why Visit?The Foodhallen concept is new to the Netherlands and has a nice hype with it. The place is relatively still new as many people still don’t know about the Foodhallen, even that it’s already been 1.5 year since it first opened its doors.

It is situated in a building many don’t know of, making it a very unique finding.

During the day a great numbers of tourists finds themselves eating there thanks to the TripAdvisor App, and at night the hipsters with the young and professionals come to eat and mingle.

MUT App is a mobile application service that integrates everything you need, to have fun in the city. Built for the young and active community, MUT App is a fully managed platform with various creative capabilities such as, personal profile, daily events program, activities creation support, and reconnection support. MUT ID is a personal profile that every users must create in order to be able to capable use the MUT application on their smart devices. A profile can beeasily created by logging into Facebook or an Email account. MUT Activities provides users with a nearby events and activities, and able to create own activities on a daily basis. MUT Social is a single service that includes all of the capabilities from Facebook, Twitter and Instagram, sharing and reconnect.

Furthermore, the social service provides the possibility to connect with other MUT users in the local area. MUT Locals is an example of an addition for the social service to connect with thelocals in the nearby area that enables the next generation of applicants to mingle with the locals.

Meet You There!

Guerilla Marketing

Guerilla marketing grabs attention in ways that are dis-ruptive but yet entertaining. By taking advantage of the current situations and doing something different, it en-ables people to talk about your product. Implementing a successful campaign has a lot more to do with creativi-ty than large budgets. There are a variety of ways to incorporate elements of guerilla marketing into the strategy.

For example, Meet You There (MUT) organization will first have to create a social network of young and active local residents and travelers to gain as much as subscribers as possible.

Afterwards, MUT will beable to use its followers and subscribers as a barter chipto work together with a few organizations to help promote their festivals to theyouth via the MUT app, in returnfor endorsement on social media, posters,and flyers or through the MC, host or viaDJ indorsement.

This WOM strategy is cost-free and onlydepends on the amount of targets the MUTsocial network has.

Referral Marketing

Referrals programs (2015) are a great opportunity for peo-ple to help their friends in any situation (recommenda-tions). Furthermore, recommendation referral gives both parties incentive to come back and use the product (app).

Having double-sided referrals can bring much traffic back to the app. For example, The Meet You There app will need to give the possibility to send invitations to users friends on their social

media ‘Facebook’.

By getting friends to sign up for the app on Facbook, MUT users can reach more

audience for their event/ activity and help keep the MUT app in circulation. As

there are many apps out there bench marketing on

the same strategy, it is important to be distinctive.

Therefore, MUT app will showcase the most popular (descending) activity,

event of the day depending on the amountjoiners. Instead of monetary incentives the users, this

strategy will make them focus on inviting as much friends as possible to continue sharing. After all, at the end of the day, the reputation the MUT app earns will

end up being the most valuable asset. Creating a positive public opinion is the first step, but making it cool and

easy for people to talk and share will be the victory, and basically that’s all that matter.

#AMS #Ziggo#July04

Nowadays, app developers are more encouraged to think outside the box and consider alterna-tive acquisition channels due to the rise of user purchase and competitive mobile marketing. Ac-cording to Nielsen (2014), 92% of consumers believe recommendations from friends and family over all forms of advertising. Word-of-Mouth (WOM) marketing is all about getting people to talk

about your product/service to their friends, family and social networks. Most popular WOM on app devices (2015) are ‘guerilla marketing’, and ‘referral programs’.

Marketing Channels

A decent content strategy (2014) and actual plan of execution (and also content-driven marketing actions) by definition require collaboration just as this has always been essential in, for instance, web content management, cross-media channels, and collaboration with other stakeholders. In this case of MUT app, it is important to get the right collab-oration both business wise and media wise. This could be done through using different social media such as Facebook page, Instagram account, Snapchat account, Twitter account, and also the app itself. Moreover, the use of stakeholder in the terms collaboration is another important aspect of implementing word of mouth marketing. There are other working platforms that could both help promotional wise but also technical aspects as well. In order to implement the right collabora-tion you need teams, roles and responsibilities, as well as processes.

Some see storytelling (2014) as just a technique in the creation of written and visual content. Although storytelling is most certainly about that, it’s about much more and raises various important questions, each with their many answers. Further-more, the use of storytelling in content marketing continues to evolve (visual, transmedia, two-ways and collaborative). The essence of storytelling is to show a situation where one could relate to that situation in similar. MUT app mainly uses storytell-ing in order to tell people how in such situation the app will be beneficial with ease. Therefore sto-rytelling is in every part of MUT’s WOM technique to attract people.

Another disadvantageous of word of mouth mar-keting (WOM) is that the effect should be a viral and when it’s not it become a failure. Many have done Kickstarter or Indiegogo, yet their success in creating a buzz is still lacking (2014) because the focus is only on the buzz not on the product itself. The emphasis should be on the product and don’t aim to be viral just by putting it online. People appreciate a good product than a good promotion, therefore create a product that suits the target group in order for them to appreciate and create viral.

Don’t overcomplicate or use sophisticated tools, for example a media that people are not aware of or a media that the target group won’t even use. People will only collaborate (2014) if it’s easy and rewarding to do so. The collaboration part of content market-ing is also where editorial calendars etc. come in. This means that using different platforms could be necessary to get the viral that is expected to happen, yet overuse of the different platform could result in disadvantageous.

Collaboration Storytelling

Complexity Lack of Buzz

The Success

The Failures

Word-of-Mouth MarketingThe Succes & Failures

Word of Mouth MarketingThe following are examples and evidences that MUT word of mouth

marketing can and will be a complete success.

The Meet You There management team chose’s to build strategic alliances with Amsterdam’s hostels, festivals and other events en-deavors. Strategic alliances are partnerships in which two or more companies work together to achieve objectives goals that are mu-tually beneficial.

According to eSource (2016), the common reason for entering into a strategic alliance is to obtain an advantage of another company’s innovations without having to invest in new research and devel-opment. While other companies have used extensive marketing to accomplish some of these goals in the past, forming a strategic alliance is more cost-effective.

Therefore, MUT team may share its ‘create activity’ with their part-ners account and use of pop-up ads during in-app browsing, in return for the larger audience of the partner company’s social net-work. This will result in a mutual win situation for both companies as, MUT will gain more users and the partnership company will gain free publicity for its activity or event on the MUT app.Based on the success of the MUT app, the Meet You There team can form an alliance with the I Amsterdam, with the sole purpose

of a city marketing tool for the city of Amsterdam which will advance the MUT app and the I Amsterdam goals of social justice.

Our Strategic Alliances