Appendix A

To: Zoe Borie From: Green Polkadot Socks Subject: Design a blog shop and customer privilege card for Rose Citron Date: 22nd October 2007 Thank you for meeting up with us. We have been tasked to help your company, Rose Citron, seek creative solutions for your current marketing position. You have requested for a blog shop to be designed for your customers who prefer for shop online. We have the page now hosted on a free domain. In addition, we came up with a few designs for the privilege card in accordance to the style of your work and what you have suggested. We are also proposing a video and a short introduction to be put up on mocca.com. This would reach out to customers who are internet-savvy and those who search for products they are interested in online before visiting the shop itself. We hope that through these methods, the company would be able to reach out to a larger customer base like younger females, 17 to 25 years of age and also mothers who might not be able to leave their homes often after they give birth. We are positive that the visits of your existing customers would be secured and that sales would increase after we implement these solutions. We assure you that the S$100 budget you have given us will be put into good use. We will use a portion of it for the printing of privilege cards and the custom-made stamp. We suggest you could purchase a domain to host the blog shop with the remainder. Please find a detailed proposal attached. We look forward to working with you in the future.

Appendix A

Executive Summary

Rose Citron is a French/Asian fusion Homeware design company. They specialize in handmade customized products ranging from linen, to handbags to tableware. The headquarter shop is located along Keong Saik road, and is the only business of its kind in the area. Others include Art Hotels, along with themed coffee shops. In the fields of advertising, they hope to reach out to a wider demographic. They hope to move beyond their current majority Expatriate customers and sell to people like young local women in their 20’s. The client demands simplicity and a clear, direct medium with which her products could reach these customers. We were tasked to design company Privilege cards. Our response to this was to propose a major online revamp. We introduced the concepts of a Blog Shop, Mocca.com advertisements, and Paypal system usage. These would serve as an integrated solution, which would push Rose Citron’s marketing further. Through the Internet, our client would be connected to a largely increased market. The concepts of Mocca.com and the Paypal system reinforces this and enable quick, convenient transactions of products. The process will be completed in a time span of 2 weeks.. The budget has been found to be S$100. Printing of the privilege cards will take up an estimated S$50 while company stamp customization would cost S$20. To maintain a hosted domain, an amount will have to be subscribed. However, this cost is dependant on the period of hosting the client needs. Our Client has not set a definite time frame for this. Tentatively, the Blog is hosted on Google Blogger that provides free domain space. Target growth is an 18% increase in sales within a 2 month forecast. Customer base is expected to grow, along with company recognition in the industry.

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Appendix A

Table of Contents Client’s Background 5 Project Objectives 6 Project Concept 7

• Blog Shop • Customer Privilege Card

Implementation 13 Costs 14 Conclusion 15 Appendix A 16 Appendix B 17

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Appendix A

Client’s background

Shop Owner: Zoe Borie Publicity methods: Word of mouth Design influences: Asian and French fusion design, French designer houses like “TohuBohu” and “Quasarkanh”. Beliefs: Its commitment to quality, attention and details, produces beautiful and lasting items. Working Hours: 10:30 am - 6:30 pm (Monday – Saturday) Location: 23 Keong Saik Road, Singapore 808873 Contact: 6323 1368 (Tel), citron@singnet.com.sg (E-mail)

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Appendix A

Project Objectives

To provide creative solutions to increase customer base, which will eventually lead to increase in sales. Tasks:

• Conceptualize and execute blog shop To provide a hassle-free medium for online purchase

• Design a customer privilege card Encourage repeat customers, promotion of shop

• Mocca.com advertisement Reach out to target larger audience, especially online

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Appendix A

Project Concept

Blog Shop The Need? The client’s primary need was to find a solution that would provide a medium between her and a larger demographic. She needed something that would enable her to reach out to people from anywhere, to allow them to see what Rose Citron had to offer and in the process earn more customers. The client also wanted an efficient system whereby her products could be viewed and sold online, on a low budget. Voila! The solution we came up with was the idea of a Blog Shop. A blog shop would create the perfect plane with which the client could channel her products across. Being online, blogs reach out to a vast audience, especially so in today’s Internet Technology age. Blogs are also highly efficient and functional forms of communication, allowing viewers to learn, comment, and interact with the blog owners. Together with the other solution of Online Posters (see “Online Posters Campaign”, the blog makes the perfect medium for advertising and online sales. The Works? This is how the blog works: The viewer accesses the blog, and has a quick run through on the main page of what Rose Citron is about. He then proceeds to click on the conveniently located “Shop” button to browse through the catalogue. After viewing the online shop, the customer finds something he likes and decides to purchase it. With a click of a button he is able to request his order direct to the Store manager via Email. After confirmation of stock and logistics from the store manager, the customer can then make his purchase via the convenient and quick system of PAYPAL.

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Appendix A

Blog Design

The blog is designed in a manner which highlights and showcases the unique fusion design of Rose Citron. The 3 base colors of its logo, in true French design reminiscent of contrasting colors and simplicity are used. Oriental textures and backdrops are integrated with these simple colors to reflect Rose Citron’s Fusion French/Asian design. The Roses across the layout represent the primarily feminine quality of Rose Citron, as well as a small reminder of the company name! The links, posts and information are also designed to represent simplicity. They are arranged such to allow the viewer to quickly reach his destination (i.e. SHOP) without hassle.

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Appendix A

Process work Production, concepts and more

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Sprites, images and backgrounds were first conceptualized on paper and camera, then executed on Adobe Illustrator and Adobe Photoshop. After the creation of these vital components, the online blog was started and given a template.

Appendix A

The template was then tweaked to suit a final layout, and have the sprites/images/backgrounds inserted.

Links, vital information and images were then inserted and arranged in a direct and complimenting manner to the blog.

With the completion of they blog layout, posts could then be made.

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Appendix A

Customer Privilege Card

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Appendix A

• Idea was to incorporate both the shop's logo and the designs of the products into the card

• Most items designed by our client consist of floral patterns and lines,

hence the decision to encompass this style into the design of the card

• Pink and green were used as these are the colours used in the company logo

• Added linear patterns vertically and floral patterns horizontally

• Also used gold for the words and border of the stamp slots to give the

card a more classy look • Used background and foreground of rose citron’s original logo, as it

represents the shop

• Rose design chosen for stamp symbolizes the shop as well • Did not incorporate colours into the stamp because we wanted it plain

and black

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Appendix A

Implementation Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Blog shop

Privilege card

Custom-made stamp

Introduction and video

Editing

Final Proposal: 24 October 2007

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Appendix A

Costs Given: S$100 Printing of Privilege cards (no. to be confirmed): S$50 Custom made Stamps: S$20 Balance: S$30

• Could be used to purchase a web domain for the blog shop (suggestion)

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Appendix A

Conclusion

The core proposal objective was to provide solutions to a problem of

searching for a younger, and broader target market audience. Ideation and

concepts were implemented accordingly over a time frame of 2 weeks.

Through these concepts we have proposed, we forecast an 18% increase in

sales 2 months following implementation. Through our online solutions, Client

customer base is expected to broaden vastly due to the wide potential of the

internet and its millions of users. Our approach to visuals on advertising

mediums such as posters will also help to attract a younger demographic.

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Appendix A

Appendix A

Reflections INTRODUCTION We were to source for a client and to complete a design makeover project for our assignment. The client that our group found is a French lady who owns a French design shop. Our client requested for a blog shop and a customer privilege card along with a custom-made stamp. She also sought our help in creating solutions for her mailing list. In addition, we suggested putting up an advertisement on mocca.com for her. PROBLEMS FACED AND SOLUTIONS One of the major problems faced in this project is that we were not able to meet up often as a group. Joseph and Sarah have lessons in the afternoon and this makes it difficult for us to call for meetings after class. Also, our personal commitments disallowed us to meet during weekends. The schedule was tight and there was little time to work on our proposal. However, we managed to solve our problems by managing our time well and distributing our work equally. We made use of every opportunity to discuss about our project whenever we were online and when there were no lessons in the morning. In addition, the tasks were equally distributed and each of us had a fair share to work on. Even so, we feel that the overall time management could be further improved. Although we set datelines for most of the tasks, some of them could not be met as there were too many things going on at the same time. After the first meeting, we managed to get everything on track and everyone was cooperative so there were not many problems with the progression of the work. Still, some of us could have been more serious about work at points. We also had problems communicating with our French client. We had to speak simply and directly so as to avoid confusion. LESSONS LEARNT We think our role assignment was very precise and well planned out. Everyone knew what to do and when to get it done by. We believe that we all learnt valuable lessons through out this whole process. Not only did we learn how to do a business proposal, what are good presentation skills, handling a client, etc. But we also learned about good team and time management. All these would prove very useful for us in time to come. CONCLUSION In conclusion, it was good that we started our assignment early as it gave us ample time to edit our mistakes after we consult our lecturer. It was also good that we prepared a meeting agenda before each meeting as it put us on the right track. We could progress quickly during meetings instead of thinking of what to discuss.

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Appendix A

Appendix B

Interviews & meeting

minutes

Interview 1 Interview Minutes Date: 11 October 2007 Time: 1500-1630h Location: rose citron (Client’s shop) Present: Zoe (Client), Christian, Jessica, Qin Yi Absent with apologies: Joseph, Sarah Minutes by: Qin Yi Discussion Action/Deadline

• Introduced project to client and asked whether there was anything she needed help with

• Proposed various solutions to client (eg. Blog shop, website, posters, flyers, name cards, post cards, video)

• Client requested for a blog shop and customer privilege card

• Understood from client that she wanted better sales and also to reach the younger generation

• Received some background information and history of company from client

AOB

• Group discussed for a short while after meeting and decided to work on doing blog shop, customer privilege card and a mocca.com advertisement for client

• Will have to return to rose citron to take photographs for the blog shop and to have a second interview with client

Christian, date to be confirmed

• Will have to call for meeting with other group members to give them details about rose citron

Christian, 15 Oct

____________________ Qin Yi Minutes Written: 11 Oct 2007

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Appendix A

Meeting 1 Meeting Minutes Date: 15 October 2007 Time: 1140-1210h Location: School canteen Present: Christian, Jessica, Joseph, Qin Yi, Sarah Chair person: Christian Minutes by: Qin Yi Meeting Agenda a. Briefing of company history and background b. Designation of tasks Discussion Action/ Deadline a. Briefing of company history and background

• Christian briefly explained the background of the company and client to the group

• Looked at PowerPoint slides, photos and history of company given by client

b. Designation of tasks

• Group members chose the tasks they wanted to do • Blog Shop

o Photographers Christian, Joseph

o Main designers Christian, Joseph

o Typing of information Jessica, 22 Oct o Research on paypal Sarah, 18 Oct o Overall editor Qin Yi, 23 Oct

• Customer Privilege Card o Main designers Joseph, Sarah o Custom-made stamp Qin Yi, 19 Oct o Research on printing company and costs Jessica, 22 Oct o Asking client about budget Christian, 17 Oct

• Video/ Introduction of company on mocca.com o Research on mocca.com Qin Yi, 18 Oct

• Compiling of meeting minutes and agenda Qin Yi • Chairperson of next meeting to prepare agenda Joseph, 21 Oct

AOB

• Identified focus for the entire project (blog shop, privilege card, stamp, video)

• Return to rose citron for photography session Christian, Joseph, 17 Oct

____________________ ____________________ Qin Yi Christian Minutes Meeting Chairperson Written: 22 Oct 2007

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Appendix A

Interview 2 Interview Minutes Date: 17 October 2007 Time: 1225-1415h Location: Rose Citron Shop Present: Zoe (Client), Christian, Joseph, Sarah Absent with apologies: Jessica, Qin Yi Chair person: Joseph Minutes by: Sarah Interview Agenda

• Identify budget for privilege cards and stamp • Discuss with client the layout of the blog shop • Ask for permission from client to take photographs of

the products in the shop to put them up in the blog shop

Discussion Action/Deadline a. Identify budget for privilege cards and stamp

• Budget to be kept at S$100 for printing and the stamp

• 2 A4 paper complete with privilege cards to be printed, front and back (2” by 3”)

b. Discuss with client the layout of blog shop

• Looked as some of the designs Christian did for the blog shop

• Client suggested categories to be included in the blog such as linen, accessories, household, kids etc.

• Client mentioned that the entire blog shop should be practical and have a simple and attractive layout

• Client also hope that stripes and flowers could be included in the layout of the blog shop

c. Ask for permission from client to take photographs

• Photographs taken on the day itself Christian, Joseph

____________________ Sarah Minutes Written: 17 Oct 2007

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Appendix A

Meeting 2 Meeting Agenda Date: 22 Oct 2007 Location: School Chairperson: Joseph Members to be present: Christian, Jessica, Joseph, Qin Yi, Sarah

• Overview of presentation performance • Clarification of project objectives • Review of Appendix A and B documents • Discussion of report

AOB

• Make sure tasks are delegated evenly ____________________ Joseph Meeting Chairperson Written: 21 Oct 2007

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Appendix A

Meeting 2 Meeting Minutes Date: 22 October 2007 Time: 1210-1230h Location: School Present: Christian, Jessica, Joseph, Qin Yi, Sarah Chair person: Joseph Minutes by: Qin Yi Discussion Action/Deadline a. Presentation performance

• Christian cleared doubts of the project budget with Sarah, confirmed that budget given by client is S$100

• Christian felt that Joseph could have explained the part on the customer privilege card in greater detail

• Christian mentioned that we need to link our solutions back to her needs (eg. Mocca.com will put the company in the limelight, it is also a quick and direct method which is what the client wants)

• All felt that we could loosen up and not be so tense during presentation, also to be sure and have a good understanding of what we are presenting

• Reviewed client’s expectation: designs should be simple and direct

• Conclusion slide to be slot in Jessica, 23 Oct • Bring refreshment for client Sarah, 24 Oct

b. Clarification of objectives

• All agreed that the main objective is the increase sales for client

• The part about reaching out to a larger audience and increasing the customer base should be details or supporting the main objective

c. Review of Appendix A and B documents

• Appendix A o Reflections: each group member to write 7-8

lines All, 22 Oct

o To be compiled into a page Sarah, 23 Oct • Appendix B

o Interview 2 minutes to be re-written Sarah, 22 Oct o All meeting and interview minutes to be re-

written and edited Qin Yi, 23 Oct

d. Delegation of tasks for report

• Title Page Christian, 23 Oct 21

Appendix A

• Executive Summary Christian, 22 Oct • Table of Contents Qin Yi, 23 Oct • Client’s Background Joseph, 23 Oct • Project Objectives Qin Yi, 23 Oct • Project Concept

o Blog shop Christian, 22 Oct o Customer privilege card Joseph, 22 Oct o Custom-made stamp Sarah, 23 Oct

• Implementation Qin Yi, 23 Oct • Costs Jessica, 23 Oct • Conclusion Jessica, 23 Oct • Editing and printing Qin Yi, 23 Oct

AOB - ____________________ ____________________ Qin Yi Joseph Minutes Meeting Chairperson Written: 22 Oct 2007

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