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Work Samples
✤ Survey 2
✤ Social Media 5
✤ Market Research 11
✤ Press Release Sample 16
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Survey Sample
I created, executed and analyzed an online surveyto better understand the audience of my client’s blog. I ensured posts would match the needs and motivations of our target market. Through this sample I was able to target the correct audience using various forms of media and engagement methods. Specifically using Twitter as means to reach my audience, I used this surveyto pinpoint what content my target would find relevant and stimulating.
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Social Media Campaigns
Implemented social media campaign targeting
Facebook and Twitter for Columbia Art+Design
Gallery
Redesigned and created editorial content for Manifest Digital Twitter and email newsletter
Managed User Experience Institute Twitter feed to
engage costumers and increase seminar attendance
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Averill Bernard Leviton Art and Design Gallery Internship
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WhatMakesThemClick.net Freelance Position
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User Experience Institute
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Market ResearchThrough Columbia’s market research
course I completed a research proposal to expand WindowFarms and urban
sustainable gardening in Chicago
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I. Executive SummaryThe Windowfarms™ Project was started in 2008 as an idea for a hydroponic growing system that allows for year-round growing in almost any window. The goals are to empower urban dwellers to grow some of their own food inside year-round and to empower citizens to collaboratively and openly innovate toward more sustainable cities and improved urban quality of life via an online community. The project operates in a small niche and currently faces problems with visibility, reaching new markets, identifying target market audience, and educating the public of the benefits of window farming. Our proposal entails the steps that we will take to identify the typical Windowfarm™ user, and ways to communicate a message to these users and potential users alike. Surveys and focus groups will be administered and distributed to determine the preferences and likes of users and nonusers. The information gauged will be used to identify current users and provide insight on how to gain new users
II. IntroductionThe Windowfarms™ project was started by artists Britta Riley and Rebecca Bray in February, 2009 through an artist's residency at Eyebeam Center for Art and Technology in New York. Riley wanted to grow some of her own food but lived in a 5-story walk-up in Brooklyn. Rooftop gardening was problematic and there was limited space for dirt gardening, so harnessing the light in the windows plus the year-round climate control of an apartment seemed promising. The challenge was to make hydroponics vertical and optimized for the window space. The team used recycled plastic bottles as planters, and picked up a basic aquarium pump to create the first version of the “window farm”. Today you can still make this version at home yourself, the basic supplies should total at around $30.The most important part of the window farming plan was to share any innovations with others so that the project could become an ongoing mass collaboration. An electronic community was created to encourage members to build their own farms, and reach out to others and discuss problems, improvements, growing techniques, etc. (See more info at www.windowfarms.org/)According to an article from NPR written in April of 2010, the window farm movement has accumulated 4000 members. Today, their community website reaches over 30,200 members, 27,565 of those are said to be active.
III. Managerial GoalsWith the results of this research we would like to develop a campaign to expand Windowfarms™ into new target markets.
IV. Research Objectives• To identify the typical Window Farmer.• To determine what media vehicles best reach the Window Farm target consumer.• To identify where Window Farmers shop for fresh foods.• To identify what/if social and environmental issues have an effect on the typical window farmer’s decision making.
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V. Hypothesis• Window farmers are more likely to live in an urban environment.• Window farmers are less likely to have access to an outdoor space.• Window farmers are more likely to take social/environmental issues into consideration when making decisions.• Window farmers are more likely to shop at organic markets, i.e. Whole Foods.• Window farmers are more likely to be involved in social media.• Window farmers are less likely to than the average person to watch television.• Window farmers are more likely to have participated in community gardens.
VI. Research Methods1. Secondary Research
Secondary Research SummaryOur secondary research points out some key information about the types of people that engage in “greener” activities
and lifestyles such as community gardening, and shopping at Whole Foods, there is still much to be desired about the average window farmer. Our research has given us plenty of information about what window farming consists of, but to delve deeper into the people that are passionate about it, it is crucial that we conduct our own primary research.
Right now, the market for window farming is small and there is very little, accessible information on the people that engage in it. The most beneficial way to gain insight on window farmers and how to better market and reach out to other people that would be interested in it, (such as community gardeners, or Whole Food shoppers) would be to interview individual people partaking in window farming and go about snowball sampling to reach out to other window farmers. Conducting primary research is the only way we will ever gain the insight necessary to know how to properly market window farms, to attract more followers.
Subsequently, we have created a survey/moderator’s guide which we will use as tools to conduct our primary research.
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1. Library Database Research■ A Do-It-Yourself Veggie Venture (NPR: National Public Radio):
Summation: Story was reported by Jon Kalish, April 4th, 2010. Kalish interviews Britta Riley, one of the founders of Windowfarms. He defines what a Windowfarm is. There were 4,000 active members on the Windowfarm website when the article was written. In the interview Riley briefly describes where the concept behind this innovation came from, and how the company came about. Window farms are explained in greater detail. The idea of R&D-I-Y is discussed, selling pre-prepared windowfarm kits, as well as the future of the movement.
• Just One Thing; Window Farms (ABC - Good Morning America)
• Summer of Solutions
• Alden Library To Celebrate Earth Month
• New York, New York
• Groundwork Yonkers and Science Barge Host Hydroponics Workshop!
1. Whole FoodsMarket research conducted by FMI has categorized 11 percent of shoppers as dedicated to healthy eating. These shoppers tend to be better educated, more affluent, couples or singles without children, and generally in better physical shape than the rest of the population. Thus, this target market segment for natural food stores probably has a very low propensity for substitution. Another category identified by FMI represents 28 percent of shoppers defined as those who work to change eating habits promoted by health concerns and interest in self-care. These individuals that actively seek out health and nutritional information, are younger to middle aged, and have medium to high household incomes. Thus, this market segment likely has a higher propensity to substitute than the segment above, but still is probably lower than the overall market. In total, the organic segment of the market should look to capture 39 percent of consumers in the future.General: Whole Foods Market is the world's leading retailer of natural and organic foods and America's first national "Certified Organic" grocer. The Company was formed in 1980 and is based in Austin, Texas. Whole Food’s Company mission is to promote the vitality and well-being of all individuals by supplying the highest quality, most wholesome foods available. Whole Food’s claim that their core mission is devoted to the promotion of organically grown foods, healthy eating, and the sustainability of our entire ecosystem and through their growth have had a significant and positive impact on the natural and organic foods movement throughout the United States, helping lead the industry to nationwide acceptance over the last 31 years. Their only operating segment, natural and organic foods supermarkets. Whole foods is the largest retailer of natural and organic foods in the U.S. and the 10th largest food retailer overall based on 2010 sales rankings.As of September 25, 2011, they operate 311 stores in the United States, Canada, and the United Kingdom.
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VII. Research Instruments1. Moderators Guide
Group composition: Window Farm community members
1. Introductions (10 minutes)Welcome everyone, and thank you for coming to this group session today. Please write down your name on the table tent in front of you. We are going to be discussing Window Farms. I want to hear what you guys have to say; there are no right or wrong answers. Please speak one at a time, and try to avoid any side conversations.My name is (name), (something about self), and I am here today to lead this group discussion. Let us go around the room and start by introducing ourselves; tell us your name, what neighborhood you live in, something about yourself, and something about your Window Farm.
1. Societal and Environmental Concerns (15 minutes)With how our world is constantly growing and changing, we were wondering…
• What concerns you most about our world/society today? (Why is that?)• Does that influence the decisions you make? (What decisions, and why?)• Have you ever thought about where your food comes from?• Have you ever been concerned with staying local?• Is eating organic important to you?• Has the state of our agricultural industry ever been a concern to you?• Has global warming ever been a concern to you?• Are there any issues that stand out as more important than the others?
1. Hobbies/Interests (20 minutes)
• How do you spend your free time?• Walk me through what you do on one of your days off.• Are you active in social media, or social networks? (Tell me about your involvement.)• Has anyone ever built anything before besides a Window Farm? (What was it? Was this for fun or work? Tell us about it.)• Has anyone grown anything besides a Window Farm? (What did you grow? Was your venture successful?)• What drew you to those activities?
1. Brand Awareness (20 minutes)Let's discuss what drew you to this movement.
• How and when did you first learn about Window Farms?• How long after learning about them did you create your own? (Why so immediate/slow to act?)• How did you create your window farm? (Buy, build with kit, or build from scratch?) (Why that way?)• Had you grown anything before? (Probe: What was it that you grew? Indoor or outdoors? Was it easy or difficult? Do you continue this activity now with the
Window Farm?)
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Innovation Is Us
FOR IMMEDIATE RELEASE
FOR MORE INFORMATION:Maisie Weinschenk, CPR
Mot Noside, head of Innovation Is Us consumer division, develops new rat trap
CHICAGO (Feb. 6, 2012) Innovation Is Us, a Fortune 100 company, announced future plans to introduce a new rat trap device beginning spring of 2012. The rat trap shows through preliminary testing tremendous possibilities with potential costumers including restaurateurs, food processors, and residential customers. Head of Innovation consumer division, Mot Noside said preliminary tests prove the device is six times more effective than competing products currently on the market adding, “It attracts rats both indoors and out, and is self-baited and species specific.”
Noside is confident in the efficiency of the device adding, “Either way you choose, you'll spend less time on maintenance while getting superior performance.” With a projected success rate of 5.7 times greater than the most effective traps currently on the market, Innovation Is Us board of directors expect immense success in the growth of this innovative device.
Innovation Is Us, one of the largest of the Fortune 100, is a multinational company thatmanufactures and sells products for consumers and companies. It was founded in 1873 as Nebraska Buggy Whip Co. and expanded into gaskets for all uses in the early days of the automobile.# # # # For more Information:1345 W Randolph stChicago Il, 60604555-555-5555
Columbia College Public Relations Writing Press Release Writing Sample
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