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Strategic Visual Communication Jan - Apr 2014
Syllabus for a Master's degree course, Strategic Visual Communication (A6916) taught at Nanyang Technological University, Singapore Semester 1 Academic Year 2014 - 2015.
Download: Syllabus A6916 Sem 1 Jan - Apr 2014.pdf
We are going to the market
Executive Summary by Leong Jin Yun
With development and rapid economic growth, food retail formats have evolved in Singapore. Fresh food retail has changed over the past 60 years with changing consumer's habits. The wet market, once a favorite or the only choice of source fresh food, faces competition from supermarkets and hypermarkets which offer convenience to the modern consumer. Wet markets form an integral part of Singapore's cultural and heritage and is a place for community socialization and bonding. With wet markets becoming increasingly exceptional in this day and age of ongoing modernization and its continuity under threat, it is timely to respond and protect the wet market from being taken over entirely by a developing urban environment.
In this proposal, the image of the wet market will be analyzed before a renewed one is recommended. Next, the means to communicate the competitive advantage of wet market to the consumers will be illustrated. This involves traditional and non-traditional approaches with the aim of raising awareness. These techniques strive too to be as realistic and measurable as possible. Some ways of evaluating the success of the strategy will be looked at towards the end of the proposal report.
Download: Campaign Portfolio Report - Leong Jing Yun.pdf
The crisis of confidence of Swiss Bankers
Executive Summary by Laura Oetterli
Switzerland has been hit by the financial crisis, also known as the crisis of confidence, like many other countries too. While the banks, soon after the worst was over, started to rebuild trust in their business nobody cared about the bad reputation of the banks employees who are lump together although they are very diverse and value driven. This campaign aims to make the Swiss public start looking at the Swiss bankers differently again and see who they really are and what they do: a normal job which is needed.
To achieve this goal the campaign is designed very personal. The bankers themselves have the word and speak to their audience. To emphasize this personal touch a different perspective of photos are used: Selfies. Swiss bankers are asked to take pictures of themselves within their office and write their name, job description and core value. Together with the pictures the messages show how diverse the jobs and people within banks are. Although diversity is the focus of the campaign, the campaign itself has to look consistent. The design of the campaign is therefore a sensitive point. To achieve recognition among the different posters, a template has been created readopt the design of the logo of the two colored balls. The blue and red balls have the same color as the logo and function as eye -catcher but also as frames for the pictures and the message while being the repetition and recognition factor of the campaign that therefore looks more consistent. The campaign is further designed for posters that are published within Switzerland's public transportation vehicles and in the most popular Swiss newspapers for 3-4 week before public holidays in summer to address the target audience: the Swiss German- speaking public.
The narrowed target audience and the fact that the campaign is conducted as a
poster campaign keeps the budget under control and offers the opportunity to further develop the campaign if the evaluation (consistent of media review and interviews) gives a positive feedback. Hence, it is obvious that there will have to be a follow -up to ensure a better image of the Swiss bankers
Download: Campaign Portfolio Report - Laura Oetterli.pdf
Promotion of Fat Metabolism in Singapore
Executive Summary by Sapphire Lin Huili
In 2013, Crown Publishing-Harmony published two of Haylie Pomroy's books that have shot to fame in the New York Times Bestseller list: "The Fast Metabolism Diet" and "The Fast Metabolism Diet Cookbook." The success of The Fast Metabolism Diet in the United States has opened u possibilities of great reception in Singapore.
The main idea of the campaign is to promote the Fast Metabolism Diet as a healthier lifestyle diet in Singapore, and at the same time, to boost the sale of the book in Singapore which is facing an impending threat of high obesity rate, which would put Singaporeans at greater risks for disease such as high blood pressure, diabetes and heart-related diseases. Haylie Pomroy's tagline, "eat even more food to lose even more weight" will be used as the unique selling point of this campaign, and a holistic approach to promotion will be employed: a guerrilla demonstration during lunch hours, where there will be cooking demonstrations with free food sampling, and promotion and sale of the two Fast Metabolism Diet books; ambiance media at bus stops where human traffic is high; newspaper advertisements, and posters at the demonstration booths.
Download: Campaign Portfolio Report - Sapphire Lin Huili.pdf
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YEOH AS EDUCATOR
- MY STUDENTS' CREATIONS
- MY WRITINGS
Select below to view my students' awards as well as their creations from Nanyang Technological University, Texas Tech University, and Southern Arkansas University.
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