inspirationbeyondaboardblog-blog

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Creative Journal 1: American Grown

Branding for Summer Dreams Farm is very important because your identity leads to your image. Michael is doing a great job with pushing his farm of dahlias onto social media. With his recent trips to Washington D.C talking about the importance of growing American and the value of immigrant workers this field of red, white and blue says it all. The color palette for this picture screams #americangrown. Micheal has done a great job displaying Summer Dreams visual identify and I think with him travelling and speaking it will only continue to grow.

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Journal 2: which way home ‘family from Sicily

I watched the film Which Way Home by Rebecca Cammisa, which follows small children traveling on top of a train to cross the border from Mexico into America. The film is in a documentary format that travels with the children and gives updates on how and where they are in their journey across the border. The documentary began to unveil the troubling behind crossing the border. Hundreds to thousands of kids travel along in hopes of reaching a better life in North America. This film showed the dangerous affects of traveling across the border along while being a child. Children were traveling from Mexico, Venezuela, and Honduras to find a better life for themselves and their family. This made me think of the migrant workers and Michael’s grandparents who traveled from Sicily.

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Creative Journal 3: Thai life Insurance commercial

When I first read the creative chapter in our book,I thought about a lot of things that appeal to us through everyday life. Creativity is defined by a relevant connection between the brand and its target audience. Once I witnessed this commercial in a previous advertising class, I knew this agency did a great job connecting with their audience. The selling idea was an emotional approach, with a single father who makes various sacrifices for his daughter and those around him. The Thai insurance company use of humor was great because it was related to the human experience. This ad inspires my approach to my IMC program by getting out there and reaching the target audience with an emotional approach. This is also where I gather tons of information from Summer Dreams website and learning more about farming and dahlias for myself.

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Journal 4: immigrants

I have also been more inspired by Michael trips that he has taken to DC to spread migrant work is so important to farmers I found valuable information, in which I think should be shared more often. Farm workers are key to providing food and labor for many farms but lack the basic rights that should be given. I have also read many articles about immigrants who cross the border undocumented being forced against their will to work. Cesar Chavez’s Chicano movement took placed during the 60’s civil right movement for Mexican Americans. The movement was an ideology that helped Mexican Americans understands their power in the Mexican culture. Mexicans who were apart of the Chicano movement fought for social, political, and equality improvement for their people. The movement began to develop due to the lack of pay to Mexican Americans and immigrants who worked on farmland. They also targeted education because the rate of Mexican Americans graduating from high school was very low. Cesar Chavez, Dolores Huerta, Reies Lopez, and Jose Angel were all major figures that helped shape the Chicano movement. These individuals gave up the jobs as teachers and farm works to build their people up. The movement wanted better wages for Latino workers and immigrants that worked out in the farmland. They also wanted to see more Mexican Americans being hired as teachers and kids participating in school activities. The leaders negotiating laws that would also protect them from being injured while at work. Michael’s appearance in DC means a lot to migrant workers all the America. Standing up and shedding light on a situation in hopes of it getting better is a true leader in my book.

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strive not to be successful but to be valued.

Albert Einstein

Creative Journal 5:

In the process of James Young step two and three I did not really struggle but instead combine these two methods and worked them at once. Gathering information from my primary and secondary research wasn’t hard to do. After gathering the information I loved coming up with ideas of how he can make more money or even gain popularity on the internet. I don’t believe I drop any of my ideas which is step three (deliberating,) my ideas are to see summer dreams out and working within the community and creating a platform for local #americangrown farmers. I believe Michael is the face of Summer Dreams and he should give customers from all around the world a glimpse into how cool his job is, by travelling more and speaking about his farm. I pulled this inspiration from this Einstein quote about creativity. If Michael wants to beat out all his competitors in a few years the number one thing I am confident about is his creativity to do so. This up and coming year he plans on breeding new varieties if flowers which would tell him apart from the rest.

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journal 6: the flower carrier by Diego rivera

A man with very dirty clothes is struggling to carry a large basket of flowers that is on his back. The first thing I noticed about this painting is how beautiful the flowers are but yet how tired and drained the man who picked them looks. I’ve done my research on this painting and it says ‘the man doesn’t see the beauty in the flowers all he sees is the value for exchange.’ I find amazing how two people can come from the same world and how different perspective on life. One see’s the beauty, while the other see’s just the value. I think a lot of people myself included, are able to enjoy many things in this country without questioning how it got here. The struggle for beauty or even food to put on your family’s table is real and a constant matter.

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Creative Journal 7: ad

I am crafting the message into value-expressing because customers will always see the image of Dahlias when thinking about Summer Dreams. The customers mind should be crafted to see, these flowers are different from everyone else’s. Through this, I would like the customers to have strong feelings for the brand image when thinking or speaking about Michael’s farm. If Summer Dreams took this approach and market off his brand image to change the minds of his competitor’s customers would be beneficial. Displaying that he has the best high quality flowers and tubers to help grow a piece of Summer Dreams Farm right in your backyard.I am recommending message focused preference change because this is the flower business not life insurance. This is based off the self-stratification model for feeling / low involvement. We are looking at point of sales messages, beautiful Dahlias are attention grabbers for special occasions.In these they are pulling the customer in to get that special someone flowers for a special reason. I would like Michael to be able to support his customers needs not just for special occasions. I also think going green and doing everything online from ordering, receipts and keeping in touch. Using technology can be a huge plus especially with this generation.

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Journal 8: revelations 

African American choreographers used African tradition to influence their work. Many also used slavery and the hardships that black people went through for their dance method. In Alvin Ailey’s piece ‘Revelations’ I love how the dance elongated the lower half of their bodies. That piece place so much meaning on the time frame and hardships of how many slaves felt during that time. The costumes that were worn for each dance flowed, with the concept and pull the audience in. 

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Journal 9: static ball

The static ball from the Science Center reminds of when you have an idea that just won’t escape your mind until you tell someone. Not to mention, it’s pretty cool. I have research others in the flower business and compared Summer Dreams. Many of these farms make a lot of their money through wholesale, which Michael isn’t planning on doing anytime soon. While, his farm is larger others are making money from holding classes for the community and selling their own products. If Summer Dreams took this approach and market off his brand image to change the minds of his competitor’s customers would be beneficial. Displaying that he has the best high quality flowers and tubers to help grow a piece of Summer Dreams Farm right in your backyard.

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Creative Journal 10: layouts

These font layouts are unique attention-getters and remind me of Michael’s flowers because his product is like no other. I would like to enhance the target audience visual expectations with reinforcement of great quality flowers. These fonts I feel pull in a light happy approach to Summer Dreams because it did for me. I would want the font to be flush left with a white background, so that the brand name stands out when you see it. Taking some pointers from the Summer Dreams website, I feel as though they are following a Rebus layout which is good for the reader’s eye. Lots of reading followed by great pictures to tag-along with the story. I love these layouts because they get the target audience attention with the layout, color pallet and photography, to invite them to read and learn more.

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Creative Journal 11: Jason’s Lyric the first two minutes

Sounds that resonate with this campaign would be soft mellow sounds that are soothing to the ear. The first two minutes of this movie gives me a feeling of warm summer mornings with a burst of energy for love. I have never visited Summer Dreams Farm or Oxford, but this is what comes to mind if I ever did. People from all over the world enjoying their time on a farm, away from technology and spending time together. I get somewhat of a #PureMichigan (Tim Allen’s voice) feelings when I think about radio and commercial timeslots. A deep voice that is settled and welcoming to all generation, young and old. I hear children laughing in the background, as the ad fades into the back accompany by the sound birds singing in the wind. An ad that has an emotional approach on every generation can last for years and only get better.

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Journal 12: City of God

The film “the City of God” by Fernando Meirelles and Leandro Firmino, was based in Rio De Janeiro, Brazil.  The movie focused on storytelling by the main character name Rocket. Rocket tells the story about “The City of God,” and what his role is in the tale. The stories are about high crime, violence, and drug related issues. As all these things began to occur Rocket stays out of trouble and instead finds himself really intrigued with photography. Rocket captures the crime, violence, and drugs for a newspaper that takes his images and makes them known. This story makes me think of the millions of Rockets out there in other countries who may experience the same problems Brazil does. Inequality affects many people all over the world along with violence. Capturing these moments on camera can bring peace, justice, and even hope for many in their communities. This film has made me look at life through someone else’s camera. Rocket’s pictures make me think of heather Saunders photography and how she is helping to transform Summer Dreams Farm. \

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Journal 13: maypole dance

My reaction to this dance is that it is very unique but still traditional in its own form. Their outfits were very care-free, and earthy in someway. With the ribbon, it seems that they are all connected it a way. I also noticed that the men travel in one direction while the women travel in the other. i have read that this dance is done for many reasons such as fertility. I would like to know more about why the reef was put on top of the pole.

     This tradition of weaving ribbons together makes friendships and pretty cool dancing The people who participated looked overjoyed. I also wanted to know how did they tie the ribbons together at the end because it wasn't in the video. I wanted to see how they ended such a nice tradition. I'm a little shocked that i haven't heard or seen something this cool in a while. Seems like a great way to build communicating skills and have a good time.

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Creative Journal 14: words beyond the paper

Summer Dreams I believe is set apart for other florist because Michael is a male American farmer who plants dahlias.Also the plans for the future are to plant over 22,000 to become Michigan’s largest grower this year and to have a 30 percents sales increase.Summer dreams is committed to delivering the best high standard dahlias you will ever see, even if the order is placed a little late. I came up with the slogan “Summer Dreams farm, Where your Dreams bloom into reality.” This is where I want the customers to bring Summer Dreams into their homes to share with friends and family. Whether it’s for a dinner party, wedding or just gardening, I feel great customer satisfaction and high standards can go beyond a paper.

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Creative Journal 15: god made a framer

After reading chapter ten I type American farming into the search engine and came across a 2013 Dodge Super Bowl commercial. Their portrayed of what I have been learning about farming from research and Michael came across so great. From the camera angles cut and fade, to the extreme close-up with black and white contrast hit every emotion possible. Dahlias are beautiful flowers but the work and dedication behind the scenes can be really dirty. Farming can be tough in Michigan with serve or mild winters can put a strain on the process, which can put a strain on the revenue used to purchase others things. I think I would take the same affect to a commercial for Summer Dreams but with Michael’s family history. Â��i0

#entry

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Journal 16: the thinker

The thought process for coming up with my campaign or inspiration wasn’t one of the hardest things I had to do. The inspiration part was the easiest for me because I hold things that inspire me close to my heart. I would say, coming up with ideas at times felt as if I was running the business myself. Sometimes I felt overwhelmed that if I gave this idea out and it failed, my grade for this class would drop too. I thought if a guy can sit naked and think for over a 100 years, I could sit here and scrap a new idea for my campaign.

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Creative Journal 17: direct marketing ‘seventeen magazine’

This is where (Young’s Step Four) the “aha” moment came in for me. I looked at who is great at direct marketing and thought of Seventeen magazine.They are really great at marketing to teenage girls for ‘hip’ trends and what everyone is talking about. This magazine made me think of how a farmer can reach his target audience directly. The first thing I would say is befriend customers or notable florist in the area on social media and interact with them, whether it’s through the comment section or messaging’s them directly. I also think setting a time reminder for special occasions for some customers can be really efficient. For example, if a stranger name Tom purchased dahlias for his wife’s birthday, he should have an option to set a reminder for a purchase of next year around the same time. I also believe pushing customers to give reviews on Google, because reviews are free and the more you have the higher on the list you’ll rank when someone searchers for a local Florist. Overall, communicating with the customers and keeping records of previous would be the biggest direct marketing I am recommending.