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FASHION FORECAST

made January 2019

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A Total Visual Advertisement and Marketing Campaign II

Branding

Logo Elements

Packaging

The company strives for effective Branding through Packaging. This box is inspired of “notebook opening” for I want the receiver to feel that this is a keepsake as they wear the earring in days they wanted it to feel special. This packaging is perfect for People who want to give someone something memorable.

Front

Back

Creative Advertisements

Teaser

Tease advertisement is an advertisement that aims to make people interested in a new product by giving only a little information about it, with more to be provided later:

The teaser advertisement focus on the things I wanted to highlight, one is that the products are from washed out shells in Cebu and recycled, and also a wearable keepsake for a long lasting use and that it is proudly Handmade by Filipinos. The style I used is a simple Logolized.

FirstTeaser

The materials made from Sea shells are all washed out; The Company prevents even a minimal effect that can harm the main sources. I used the two earrings to symbolize the image of Eyes.

SecondTeaser

The Company wants to make an impression that there products are a keepsake which means a small present, usually not expensive, that is given to you by someone so that you will remember that person.  Shells doesn’t tarnish for means it is a long-lasting material

ThirdTeaser

The goal is to promote the handiwork of Filipinos to make them the highlight. I incorporate waves of the sea and the waving hands to the copy head “Waving Hello” and drew a ship flag with the used of the earring that means “craftsmanship”

Introductory

An introductory Advertisement offers a price on a new product or a new offer that is meant to attract new customers.

Introductory advertisement focus on the slogan of company and name of the new product “Abaniko Earrings” a Cebuano word for Pamaypay, as you can see the Earrings shaped like handy Abaniko. “Shell cycled craft SHE’LL LOVE” is the slogan for it shows all the important details about the company. The style I used is flat lay in the sand and brush dust.

Billboard

A Billboard Advertisement present large advertisements to passing pedestrians and drivers. Typically showing witty slogans and distinctive visuals, billboards are highly visible in the top designated market areas.

The advertisement copy head is “Get hooked with this dreamy look”. Consist of 6 words so that the reader can easily get the idea of the Ad. The style I did is brush for the image and add cloud effects to make it look dreamy and good in the Billboard. 

   Sustaining 

Sustaining Advertisement in Three Parts

Sustaining Advertisement highlights the Product difference, it is skin friendly, it is nature tone color and it is Durable. The style is brush painted stroke.

Series 

Series Advertisement in Three Parts

Series Advertisements is about the most used type of shell product of the company, name Capiz, it is a translucent kind of shell. The Style is brush painted strokes and vector line illustration with the product lying in the side. The ads highlight that the product will always be in and not just for trendy, it is for the old soul too who loves going out and dance through the night.

Magazine

Magazines, along with newspapers, are the prominent print media used by advertisers to reach specific audiences.

The advertisement style is Painted crush strokes for the image and an astrology signs of People who’d most likely to wear the product.

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A Total Visual Advertisement and Marketing Campaign

 Thesis Acknowledgement:

 “To those who appreciate and see beauty in everything with Traditional Craftsmanship here in our beloved Country Philippines, this is for your supportive hearts.”

Introduction

Jershell Craft Creation Int’l, the name Jershell comes from the Initials of its proprietor Judith E. Reyes; whom with the help of her Husband opened this Family business in Cebu City. This craft shop highlights distinctive handicrafts which materials are compose of wood, pearl and most especially Sea Shells, that appears to construct and create Home décors, Bags, Decorative Accessories and Souvenirs that promotes Philippine’s rich prospect and the craftsmanship of Filipinos.

Jershell Craft is a company proudly carries Crafts for a Cause, helping Woman inmates who’s the crafter themselves to have a sustainable livelihood leading a room for hope, development, engaging work and a broad goal for poverty reduction simultaneously.

Brand statement

Company caters People who love to go to the Beach, give souvenirs or gifts or add Sculpted crafts that can be displayed and used at any place like home; as for the earrings, diverse woman who loves going to Islands and fascinated with Shells.

Their products reflect a dreamy aura which is very at peace. Its target is mostly woman ranging from teenager, young adults and adults. They do custom-made for the accessories with your own pick of hook, shell, and size. Each design for the Earrings has a maximum or only  12 pieces or 1 dozen, so it is limited, they’ll reproduced if you ordered a bulk again or you’ll have to wait because Shells really varies in Shape and size so Each piece is unique and it may have slight differences from each other

Significant of study

The goal of the study is to fight for the Greatness and the creativity of Filipinos through their craftsmanship and to show that we are capable of creating Earrings that beauty can “Makipagsabayan” with other countries. This serves to remind People of the Philippines that it is not late to believe and support locally made product that causes a lot of help with our co-Filipinos.

This research also is a useful aid to promote the different strength, asset, opportunities that can emerge and also to watch out for what they lack, weaknesses, treats that the company will face in the future, in different situation.

Market Analysis and Characteristic

Target Market A • Female, into fashion, Island girls

Target Market B • Female, Middle class, into fashion, Old soul, Creative Bloggers, Instagram Influencers, Magazine Editors, Celebrities, Island Girls

Age: Teens (13-19) Young Adult (20-26)

The mentioned ages are expected target market

Socio-Economic Classification

The Ad Campaign is meant for middle class which may be consist of college students, employees and professionals

Psychographics

Personality: Old Soul, Loves Aesthetic, Dreamy person, Unique, Beach lover, loves to stand out, Stylist

Attitude: Fun, loving, Happy-person, Sweet, Caring, Passionate, Romantic, Old soul

Activities: Going to Beach, Attending Events, love watching romantic movies

Service benefits: Durability, Skin friendly, light weight, Handcrafted, Passed Quality Control.

Production

Production of Jershell Craft Creation In’tl in Cebu Sto. Niño began in 2005, helping estimated 30-50 inmates in Lapu-Lapu City Jail Cebu as the ones who crafts the product and makes the process easier to be done. Then turnover happens helping them sustain their livelihood

ADVERTISING OBJECTIVES AND STRATEGIES

Objectives

To tell a realization to my Target Audience that Dreamy Earrings exist through Jershell Craft Creation In’tl. This will be done through in-store promotions, bazaars, direct mail and web advertisements features in related catalogs and magazine and others public events

Strategies

To be able to generate an advertising campaign that fully utilizes the aid of Trimedia which include Print, Radio, Television, Social Media Accounts, Billboard, Posters and other outdoor advertisement.

Branding

To see the Company not just for its wearable piece but also as a keepsake or souvenir shop which are very gift worthy products.

ADVERTISING OBJECTIVES AND STRATEGIES

Product Differentiation

⦁ Non usage of plastic ⦁ Homemade color dye ⦁ Home Made Buff for Shiny Effect ⦁ Skin Friendly, Nickel Free, Hypoallergenic ⦁ Their Crafters are Woman Inmates ⦁ No usage of machine just bare hands

Vision and Mission

The vision of the company is to have a name for An Accessories that always take care of their customers’ sensitive skin and match fun and light dreamy vibes that will be “DURABLE” for a long run use

The mission is to invoke our local craftsmanship in our own country and be an outlet for a greater cause in supporting sustainability of its crafters.

Slogan and Theme

The theme of my Creative advertising is a “water color, brush drawn scrap book style” The Shells doesn’t fade nor tarnish which is for a long run used for more memories with the piece to create.

Scrap book represents a not so prices vibes like their products that is not expensive.

The slogan is “Shell-cycled craft, SHE’LL LOVE” as for the earrings”.

Positioning

Filipinos tend to appreciate and buy non local Products; I want to make a name for this company because their products really can “makipagsabayan” with international competitors in very reasonable prices so that many people can help in providing a sustainable livelihood for Filipino crafters

Product and Price -Earrings PHP. 150 – PHP 300 PLACE - Sto. Niño. Cebu - World Trade Center Bazaar

Advocacy and Rationale

Jershell craft creation helps their 30 Woman Crafters in Lapu-lapu City jail to provide a living and to showcase their Creativity and handiworks also to help them have a Development as an individual as they continue to bring life for hand-Crafts.

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Responsible for the Script and Weaving of each Scenes

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Responsible for the illustration,color,and measures and structure

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Responsible for the Illustrations ,color, book cover and back

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https://www.youtube.com/watch?v=eBNK7tGmCnM&t=1s

CineMaybank official Entry

Responsible for the Direction of the Short Film

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Proposed Paper Bag

For my Nostalgia Favorite Place in the Philippines when I was a kid.

Museo Pambata

Rationale:

I used crayon texture for doing the map to see how enjoyable it was inside the Museo and also I want every passengers by to be notified that Museo Pambata Is not just for fieldtrip or occasionally it is open for Family bondings or Grown up wanting to go back just to unwind.

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Annual UST on the spot Painting 

Theme: Diversity

My concept about this painting is regardless of your age, race,abilities nor liabilities we can still /we still need to work all together and create harmony, beauty and unity

other meaning 

“Lahat tayo ay hinubog sa iisang mukha”