Campaigns Plans Book

ART
FOR
WATER
A SIX-MONTH STRATEGIC CAMPAIGN PLAN
CLIENT: RED DIRT
AGENCY: CRIMSON COMMUNICATIONS

TABLE OF CONTENTS
Meet Crimson Communications 1
1 Executive Summary 3
2 Business Analysis 7
Company Analysis 9
Goals and Objectives 13
Target Audience 15
Strengths 17
Weaknesses 19
Opportunities 21
Threats 23
3 Research Analysis 25
Primary Research 27
Secondary Research 37
4 Planning Analysis 41
Creative Strategy 43
Media Strategy 47
Creative and Media Executions 51
5 Appendix 53
Campaign Visuals 55
Budget 71
Timeline 72
Thank You 73
References 75

1EXECUTIVE
SUMMARY
2BUSINESS
ANALYSIS
3RESEARCH
PRIMARY &
SECONDARY
4CREATIVE
STRATEGY
ART FOR WATER CAMPAIGN
5APPENDIX

Lauren Giarratano
Creative Director
“Believe you can and you’re
halfway there.”
Growing up Lauren wanted to be
a teacher so she could make a
difference in someone’s life. Now
that she has ended up in Strategic
Communications she still shares the
dream of her younger self. Lauren
wants to use what she has learned
through her education to make a
difference in someone’s life, no
matter how small.
Melissa Arroyo
Presentation Director
“Challenges make life interesting.
Overcoming them makes life
meaningful.”
Melissa Arroyo began a new life
with her family in Kansas City at
the age of 10 and is now a KC fan,
proud Jayhawk and civil rights
advocate for Hispanic students. She
will graduate in December 2014
with a major in journalism and a
minor in Chinese language and
culture.
Jie Xian Qu - Jamie
Media/Social Media Director
“Do not do to others what you do
not want done to yourself.”
Jamie is an international student
from China. Majoring in Journalism
- Strategic Communications track
at KU. She loves to travel and
her dream is to travel around the
world; to see different people, to
feel different cultures and to have
different experiences.
MEET
THE
TEAM
Crimson Communications

Michaela Warren
Account Executive
“Great things are done by a series
of small things brought together.”
Born and raised in Kansas,
Michaela is a proud Midwestener.
Majoring in Journalism with a minor
in French. She plans to use her
education to help others succeed.
Michaela strives to learn something
new everyday or give something
back to the world. She enjoys
creating, planning and cooking.
Amy Wayland
Research Director
“Laughter is timeless, imagination
has no age, and dreams are
forever”
Amy is a senior at The University
of Kansas studying Strategic
Communications within the
journalism school. She is originally
from Chicago but has lived in
Lawrence, Kan., since she was 2
years old. After she graduates Amy
plans to move to the south and start
a career in Event Planning or Public
Relations.
Karli Wittenbach
Public Relations Director
“Stop worrying about what can go
wrong, and get excited about what
can go right.”
Inside of the classroom Karli enjoys
branding and building relationships.
Outside of the classroom she is
passionate about making friends,
running and traveling. Karli lives for
social media and is your average
girl trying to make crafts and cook
off of Pinterest.
2
“For a greater view, we climb that
extra step. Crimson is committed
to finding creative and strategic
solutions to challenges. With
integrity, strategy and commitment.”

IN THIS SECTION
• A summary
of Crimson
Communications’
six month digital
campaign for Red
Dirt.
• The executive
summary aims to
put all the necessary
information into one
page as a reference.
1

MAKING ART,
GIVING WATER,
CHANGING LIVES

Red Dirt is an online social impact and
Kansas City-based company that sells
phone cases and t-shirts, which feature
work from local to global artists. The
company launched in April 2013, and by
December 2013, Red Dirt sold enough
phone cases to present a $5,000 check
to Water.org. With each phone case
and t-shirt it sells, Red Dirt donates five
dollars to Water.org to help bring access
to clean water in the developing world.
Water.org is a Kansas City-based non-
profit organization started by co-founder/
CEO Gary White and by co-founder/actor
Matt Damon.
Christina Eldridge and Dawn Taylor, co-
founders of Red Dirt, are passionate
about bringing clean water to those
who do not have access to it. Nearly
780 million people in the world do not
have access to clean water, according
to UNICEF. Red Dirt has dedicated its
business plan to help decrease this large
statistic.
By working with Red Dirt, we have the
opportunity to increase the brand’s
awareness locally, and as well as
nationally. Red Dirt is a relatively new
company with enough footing to take the
company and brand to a national level.
Crimson Communications used both
primary and secondary research to
gauge the general awareness of Red Dirt
among the Lawrence and Kansas City
community. We conducted seven focus
groups including KU students and young
professionals in February 2014. We also
administered an online survey to Kansas and
other states from February 28, 2014 until
March 11, 2014. A total of 611 respondents
participated in the survey.
As a result of our research, we identified
three distinct target audiences for Red Dirt
including students, young professionals
and key social media influencers. College
students are avid social media users, with
a limited income and/or small disposable
income. Young professionals are full-time
employees, who are seriously thinking about
their futures. Key social media influencers
who have a mass following on digital social
media platforms.
Our main three goals to fulfill Red Dirt’s need
are:
•Attract younger demographics and
increase male demographic.
•Develop a strong national presence.
•Increase social media follower base
and engagement.
The creative strategy for our campaign, titled
“Art for Water,” stems around the tagline:
“Making Art, Giving Water, Changing Lives.”
In order to implement our creative strategy,
werecommendasix-monthdigitalcampaign,
which includes increasing social media
presence, launching social media contests, a
First Friday art auction and monthly themes
using non-traditional methods to create and
maintain strong relationships with the three
target audiences.
We predict our campaign will increase
awareness of Red Dirt nationally.
6

IN THIS SECTION:
• Goals and Objectives
• Target Audiences
• Strengths
• Weaknesses
• Opportunities
• Threats
2

COMPANY
ANALYSIS
Changing the world through commerce.
Christina Eldridge and Dawn Taylor, co-founders of
Red Dirt, are passionate about bringing clean water
to those who do not have access to it. According to
UNICEF, nearly 780 million people in the world do
not have access to clean water, which keeps those
societies unable to move out of poverty. Red Dirt’s
socially conscious business model seeks to decrease
this alarming statistic.
Red Dirt is an online company that sells phone cases,
and now t-shirts, that feature artwork from local,
national and international artists. With each phone
case and t-shirt it sells, Red Dirt donates five dollars
to Water.org to help bring access to clean water in
developing countries.
Water.org is a Kansas City based non-profit
organization started by co-founder/CEO Gary White
and by co-founder/actor Matt Damon.
Based in Kansas City, Red Dirt began in April 2013
and by December of that year, it had sold enough
phone cases to present a $5,000 check to Water.org.
This means that in the first seven to eight months of
business, Red Dirt sold more than 1,100 products
primarily phone cases, that is between 125 and 140
phone cases a month.
Red Dirt’s tagline is “Goods for Good.” Eldridge and
Taylor have traveled to Africa many times to volunteer
by building schools or helping people get access to
water. Both co-founders have long histories in non-
profits. In the Kansas City area alone, there are over
7,000 non-profit organizations, according to Eldridge
and Taylor.
Instead of competing for donations, Eldridge and
Taylor felt the best way to support the cause they
are passionate about was by starting a social impact
company.
(Continued on next page)

Both spent hours thinking about the ideal product to
tie to the cause. Something that people use everyday,
something easily visible to others and that the company
could produce at a reasonable price.
Phone cases fit all these categories as phone cases
are accessories for the phones that consumers carry
around daily.
Eldridge and Taylor are well connected in the artist
community, which made it easy for them to find local
artists to participate in their phone case design process.
They wanted the people who bought Red Dirt phone
cases to feel a sense of pride for owning a unique
product.
They also liked the idea of each phone case to tell a
different “story” and be something more than just a
phone case.
Red Dirt earned media exposure in the Kansas City
area its first year including newspapers, magazines
and television. Red Dirt does not pay for traditional nor
web advertising. The only exception is some sponsored
posts via Facebook.
As of April 2014, Red Dirt has about 1,900 followers on
Facebook and is seeing a return on investment for its
organic and paid Facebook posts.
Red Dirt does not have any employees at the moment,
but it does contract its artists. Red Dirt requires its
artists to promote the company on social media, just as
it promotes the artist. Red Dirt paid for research and
web designers when it was first launched.
"The dignity
of commerce
can break the
cycle of poverty."
-Christina Eldridge
12

OBJECTIVES:
• Double male followers on social media by July 2015
• Increase top-of-mind awareness in younger audiences
by July 2015.
• Increase the 18 to 30-year-old demographic by 15
percent by end of the campaign.
WHY WE CHOSE THESE:
Crimson Communications chose these three objectives
to be completed by the end of 2015 as a realistic way for
Red Dirt to expand its demographics. Each objective is to
be completed by the end of the campaign to give Red Dirt
time to increase its follower base with loyal customers.
Attract younger demographics and
appeal to male demogrpahics.1
GOALS &
OBJECTIVES

OBJECTIVES
• Earn publicity in national magazines by May 2015.
• Pitch Red Dirt to 10 national publications.
• Have at least 3 articles published on behalf of Red
Dirt.
• Increase Red Dirt’s earned media via media
influencers over the course of the campaign.
• Increase sales outside of the Kansas City market by 15
percent by June 2015.
WHY WE CHOSE THESE:
Each of these objectives is a specific way for Red Dirt to
gain a strong national presence online and in print. By
increasing sales outside of the Kansas City market, Red
Dirt can establish a strong presence nationally. One way
to for Red Dirt to gain a national presence is by increasing
sales outside of the KC market, which can be completed
by earning publicity in national magazines and/or through
earned media via key media influencers. Sending
packages with Red Dirt products to key media influencers,
is an effective way to earned media that will reach the
desired target audience.
Develop a strong, national presence.
2
OBJECTIVES:
• Begin to strategically sponsor posts, which target
desired audiences by February 2015.
• Increase social media engagement with followers by
25 percent by July 2015.
• Increase activity on social media sites other than
Facebook by July 2015. Platforms include: Instagram,
Twitter, Tumblr and Pinterest
WHY WE CHOSE THESE:
By using Twitter Business, Statigram and a Facebook
business account, Red Dirt will be able to see when to
post, who to target based on analytics data. By doing
contests, retweeting, replying and posting valuable
content with links, social media engagement will enable
Red Dirt to be part of the online conversation and reach
top-of-mind awareness.
Increase social media follower
base and engagement.3
14

TARGET
AUDIENCES
YOUNG PROFESSIONALS
The young professionals that Red Dirt will be targeting are
individuals aged 25-35; both male and female; with a semi-
limited budget and larger disposable income. These individuals
have full-time employment and a stable residence. They are
possibly newly married, may have children, or are at least
thinking seriously about their futures. They are heavy internet
users and they own smartphones.
COLLEGE STUDENTS
Desired audience is between the ages of 18 to 25; both male
and female; budget-conscious, but still have some disposable
income. These individuals most likely have a part-time job,
internship and may also receive financial support from parents.
They are avid social media users, technology-driven, mostly
iPhone users, interested in social causes and trends. This target
audience has no permanent residence and they strive to be
individualistic.
KEY SOCIAL MEDIA INFLUENCERS
The key social media influencers that Red Dirt will be focusing
on are people who spend a lot of time on social media and the
Internet in general. The age range typically varies, but such
influencers have a strong social media presence and a large
base of followers. Blogging sites, such as the startup Mashable,
are blogging sites that are in tune with the Millennial lifestyle.
We plan to pick at least 1 to 3 people per major city that is a key
media influencer on Instagram, Tumblr and Twitter.

STRENGTHS
• Red Dirt earned relevant media exposure in
the KC area.
• Founders Christina Eldridge and Dawn Taylor
possess a strong network.
• Positive brand image.
• Phone case designs are unique and limited
edition.
• Strategic partnership with Water.org.
• Significant amount of sales its first year.
• Majority of Millennials own an iPhone.
Red Dirt entered the market full force and
energized. In less than a year, Red Dirt earned
various online, print and broadcast media to
create awareness in the Greater Kansas City
community.
Its strategic partnership with Water.Org and
local artists is strong and original--which helps
Red Dirt set itself apart from the competition.
Providing cases for iPhone models is strategic
and gives the company an advantage due to a
majority of Millennials owning iPhones.
18

WEAKNESSES
Based on research findings and focus group discussions, college students
were less interested in the product once they found out the prices of the
cases. When asked how soon the respondent would replace his or her case,
only 38 percent considered buying a phone case in the future. During focus
groups sessions, participants agreed that they generally buy a new phone
case one to two times a year or whenever their current case breaks. These
opinions provided us with insights about purchasing behavior: if Millennials
purchase a case whenever it breaks, their next case purchase might be a
phone case that’s affordable for them.
• The price point is too high for college-age audiences.
• Phone case designs did not appeal to college age focus
group participants.
• Products displayed on website are not categorized.
• Red Dirt still offers cases that are backordered.

OPPORTUNITIES
• Partnerships with artists can allow for an opportunity to expand
with artists from different cities.
• Appeal to the Millennial audience via self-expression.
• Expanding from the online store; boutiques, retail stores, etc.
• To establish a brand identity.
• Raise social status of brand.
• Online presence allows for nationwide reach.
Red Dirt is at an interesting stage of its development internally and
externally. Right now, the Millennial generation wants more companies to
do good and show that part of their revenues are going to a social cause.
But we also have to take into account the self-appeal factors. In order to
take advantage and increase awareness, Red Dirt needs to target the right
artists in major cities and create phone cases that cultivate self-expression
for the consumer.
For example, typography and inspirational quotes are a current fashion
statement among Millennials and prevalent in social media. The opportunity
to expand nationally with a brand identity will raise the social status of the
brand so that it is more desirable for the Millennial demographic.
According to our survey data, almost 50 percent of respondents said they
buy phone cases in online retailers. Generally speaking, Millennials’
preference for online shopping allows Red Dirt for growth opportunity to
reach this audience outside of the KC Metro Area.

THREATS
• Needs to open up to other cities in order to expand and
appeal.
• Competition has lower prices.
• Less likely to receive returning customers due to price.
• RFM (Recency, Frequency, Monetary Value).
• Feel good effect of the cause is not enough.
Price is a factor that could be holding Red Dirt back from
rapid business success and national awareness.
Focus group and survey participants stated that they do
not pay more than $20 for a phone case (however, young
professionals said they would pay more).
We must take into account the value of the customer:
How recently did they buy? How often? How much do
they spend? These metrics can provide insights to
Red Dirt about how to better serve younger audiences.
Even though today’s consumers want companies to help
social causes, Red Dirt must keep in mind that they should
address their efforts to appeal to Millennials’ self-interest
before their desire to do good.
24

ex. Nec at autem euismod deleniti, enim
tation invenire ut duo, et quot purto ius. Te
magna persius mei.BUSINESS ANALYSIS
RESEARCH
PRIMARY | SECONDARY

IN THIS SECTION:
• Focus Group Findings
• Survey Findings
• Social Media
3
• Brand Analysis
• Competition Analysis
• Market Analysis
photo by Water.org

FOCUS GROUP
FINDINGS
Dr. Seo’s JOUR 640 campaigns class conducted seven focus groups from February 12
to 20 with a total of 45 participants, 19 of them were male participants. The participants
for the focus groups ranged from undergraduate students at KU to young working
professionals from Greater Kansas City. On February 20, six individual interviews were
conducted with women who are working professionals. The participants in these focus
groups and interviews represent potential consumers for Red Dirt based on its goal of
expanding its audience.
photo by Water.org

PRICE
During the focus groups we noticed a few patterns
in response to the price of the phone cases and how
much the participants were willing to pay. While a
majority said they were willing to spend a little more
on a phone case since part of the cost goes to a
cause/charity, some participants thought the price of
the phone cases were expensive and wondered why
only $5 were donated to the cause.
When asked how much they would pay for the
product, many participants said they were willing
to pay up to $25 for a phone case, while the young
professionals and working professionals were willing
to pay more for the “ideal” phone case. Overall,
female participants were willing to pay more than
the male participants, especially after being informed
about Red Dirt.
PURCHASING BEHAVIOR
When asked about Red Dirt’s phone cases, the male
and female participants agreed on many aspects.
A majority of the participants agreed that when
looking for a new case the number one feature is
protection and durability, followed by price and look.
A number of participants either change their phone
case one to two times a year, while others change
their case when it breaks. Participants who used a
Red Dirt phone case for a week each had a different
experience.
Two participants within the first couple of days either
experienced a broken case or a shattered iPhone.
As one participant pointed out: “This case is just a lot
more unprotective than mine.”
Some participants mentioned they only buy popular
brand cases because they know they will last long.
During the session with young, working professionals
in Kansas City, participants made the following
statements regarding their purchasing rationale when
buying a phone case or accessories.
· A male participant said “I get lured into KU stuff”
and anything that’s sports related.
· Another participant made a quite interesting
statement about why she likes shopping online at
websites like Etsy, stating that: “Not everyone can
have it, because the products are unique.”
· One participant mentioned that when she hears
about a sale on designer accessories, she will “rush”
to buy the items.
Canvas Prints
Stationery
NEW PRODUCT IDEAS
During the focus groups, we asked participants what
products they would like to see Red Dirt sell, here are
the most popular responses:
Reusable Bags
Coffee Mugs
Water Bottles
Home Goods
28

VISUAL APPEAL
A number of participants from each focus group
prefered minimal designs and solid colors to the art
that is offered on the phone cases. Male participants
saw the phone cases as “girly” and “too colorful” but
agreed that it was a product they would buy for their
mothers or girlfriends.
Female participants were split; some prefered more
minimal design but others enjoyed the art on the
phone cases. A majority of the participants viewed the
artwork in a positive way. They want something that
reflects their personalities and that they can be proud
to show off.
MEDIA PREFERENCES
During the focus groups we noticed a few patterns in how
participants liked to recieve information. A majority of
participants receive information via social media sites like
Facebook, Instagram and Twitter. Participants prefer email
to be contacted by companies with information about the
company or new opportunities (i.e. newsletter, etc.).
A participant from the working professional group stated,
“I didn’t use email as much in school--but now my day
circulates around it.” A majority of participants agreed
with this statement and dislike standard mail. Many of
the participants said that they dismissed social media
advertising but were more likely to share an article about a
product they liked.
photo by Water.org

photo by Water.org

Crimson Communications administered an online survey from Qualtrics to
find out basic information from people and their thoughts about and brand
awareness of Red Dirt. The survey was composed of 50 questions and
was active from February 28 to March 11. All age groups were invited to
participate and all of the responses were kept confidential.
SURVEY
FINDINGS
DEMOGRAPHICS
As of Sunday, April 12, there were 611 respondents
to the survey. Of those that completed the survey, 31
percent identified themselves as male and 68 percent
as female. Sixty-six percent of respondents identified
as current students in a U.S. university. When asked
to best describe their employment status, respondents
stated the following:
• 30 percent identified as full-
time employees.
• 39 percent identified as part-
time employees.
• 6 percent identified as
unemployed.
• 50 percent identified as
students.
• 5 percent identified as other.
A majority of the respondents ranged between the
ages of 18 and 24 (77 percent) and the next closest
age range was 25 to 29 (8 percent). More than half of
the respondents consider their primary residence to
be Kansas (63 percent). In regards to socio-economic
status, the largest group represented was the middle
class (50 percent). The highest ethnic group or race
represented was Caucasian/white (84 percent).
32

MEDIA PREFERENCES
When respondents were asked which media outlets they use most frequently, 70.84 percent responded with social
media, 8.2 percent responded with email, 8.4 percent responded with television and 8.02 percent responded with
mobile applications. A majority of respondents pay the most attention to social media (74.9 percent), followed by
email (8.7 percent) and print media (6.88 percent).
On a day-to-day basis, more than half of the respondents most frequently use social media platforms such as
Facebook (92 percent), Twitter (52 percent) and Instagram (52 percent). More than two thirds of respondents
stated that they follow companies on social media (72 percent). The top three reasons why respondents follow
companies on social media are:
• I like the products and I’m a frequent customer (79 percent).
• I like to be notified of sales and/or coupons (73 percent).
• The company provides useful information (67 percent).
Forty-six percent of respondents want to see only one to two posts a week from a company they follow on social
media, while 30 percent want to see three to four posts a week. Most participants are more likely to engage in
social media posts that contain a link to a news article (48 percent) followed by a link to a video (24 percent) and a
contest or giveaway (19 percent).
When finding information about a product they are interested in, a majority of respondents find friends and family
to be the most credible (52.1 percent). This response is then followed by online reviews (31.5 percent) and the
official company website (12.9 percent).
CONTACT PREFERENCES
When asked how the respondents would like to be contacted
by companies, 44 percent said they prefer to be contacted
via email and 22 percent prefer to be contacted via social
media updates. However, 28 percent said they prefer not to
be contacted by companies at all.

PHONE CASES
When respondents were asked if they own a smartphone 95 percent
said yes. Of those smartphone users, 78 percent have an iPhone
and 21 percent have an Android phone (no model specified). When
respondents were asked if they are considering buying a phone case
in the future, only 38 percent claimed they would. When looking
for a phone case, respondents first look in online retailers with 50.2
percent followed by those who buy it at the store where they bought
their phone with 26.1 percent and at a boutique with 10.2 percent as
to where they first look to buy phone cases.
Respondents displayed high awareness of phone case brands. The
top three most popular brands were: OtterBox (51 percent), Lifeproof
(32 percent) and Kate Spade (25 percent). Respondents were asked
to rate a list of phone case features from “most important” to “least
important.” The highest ranked feature was durability and protection
(57.80 percent ), followed by convenience of use (43.90 percent).
Despite respondents’ awareness of case brands, the least important
feature when looking for a phone case was brand/designer name
(40.49 percent).
Price is something that also sets apart many phone cases and
according to the survey, most respondents are willing to pay 20 to 29
dollars for a phone case (30 percent), followed by 10 to 19 dollars (21
percent) and 30 to 39 dollars (20 percent). Respondents were asked
how likely they were to buy a phone case if the design is based on
their hometown and 30 percent of the respondents agreed with being
somewhat more likely.
RED DIRT RELATABILITY
Red Dirt is a new company that is still at its starting phase, and with little awareness in the industry. Results
showed that 21 percent of respondents claimed they had heard of Red Dirt, while 79 percent have not. Of those
who were aware of Red Dirt, a majority heard of the company from family and friends (62 percent), followed by
social media outlets (22 percent), news outlets (19 percent) and blogs (4 percent).
Respondents were asked if they had heard of Water.org, a Red Dirt partner, and 45 percent said they had heard
of this organization while 55 percent had not. Pictures of Red Dirt phone cases were shown in the survey and
respondents were asked how likely they would buy any of the displayed cases. A majority claimed that they
would not purchase any of the cases shown (25 percent), followed by Tammy Smith’s “Executive” phone case (22
percent) and 20 percent would purchase Vivian Schepis’ “Wash away” phone case.
Respondents’ interest in buying a Red Dirt phone case increased after they learned the artwork on each phone
case had a unique story behind it. Fifty-five percent said they would be more likely and 32 percent said no.
Respondents were asked if they follow any visual artists, 73 percent said no and 27 percent said yes. Of the
percentage of people who said yes, they were asked what type of artists they follow. A majority said they follow
global artists (38 percent), 31 percent follow national artists and 30 percent follow local artists. Respondents
were asked if they keep up with the local arts scene and 60 percent said no. In terms of the artwork that is
most appealing for them, a majority of respondents liked abstract designs (41 percent), followed by hobbies (17
percent) and hometowns (15 percent).

CONSUMER ANALYSIS
This campaign is focused on millennials and males.
According to Mintel, younger users are more likely to
possess phone and tablet accessories. Of users ages18
to 24, 16 percent are more likely to have more than one
case for their cell phone. Mintel predicts that younger
users are more likely to have multiple cases because
of their interests in fashion and expression, while older
users see a case as primarily for protection. Also,
income does not appear to be a factor in the purchasing
decisions of phone accessories.
Fifty-six percent of those ages 18 to 24 own a case,
while 62 percent of those ages 25 to 34 own a case.
Ben Arnold, industry analyst for market research
company the NPD Group, said, “Price holds less
importance than protection on the list of purchase
influencers, and consumer concern over the quality of
materials indicates the performance of these accessories
is more important than their aesthetics or cost.”
Mintel reports that African Americans are more likely
to buy phone cases than other races, at an average of
62 percent. However the percentage between races
is close. In non-Hispanics and Caucasians 54 percent
own a case, 60 percent of Hispanics own a case, and 58
percent of other races own a case.
Nearly 7 out of 10 millennials are most likely to be
influenced about a purchase based on what their friends
post, according to eMarketer (2013). They are more
likely than any other generation to be influenced by
these posts.
Also, most posts about products/services are more
likely to come from women than men. Only 18 percent
of females ages 18 to 34 stated that they do not post
about new products or services. eMarketer stated that
millennials may post about these products if they know
their family or friends have not tried them yet, because
they are 57 percent more likely to be the first to try new
products/services.
photo by Water.org

SOCIAL MEDIA PRESENCE
Red Dirt uses Facebook to advertise its company online. According to Pew Research Center, 42 percent of adults
use multiple social networking sites, while 73 percent use at least one site. However, Facebook remains the site of
choice with 71 percent of adults online having a Facebook account. The survey results for these statistics were from
a random sample of adults, ages 18 and older. In the age group of 18 to 29, 84 percent use Facebook. In the same
age group 31 percent use Twitter, and 37 percent use Instagram.
Since Red Dirt is a new company its brand awareness is not as developed as other phone case brands, like
OtterBox and Speck. Since Red Dirt is a newer company it will take time to spread the awareness of its brand
and develop the name to the population. Having an easily recognizable brand is something all companies aim for
because it helps with the overall awareness of the product and can help increase overall sales.
Red Dirt is a company that is trying to expand its brand awareness because it is a new company and it makes
spreading the word about its products more difficult. As of right now the brand awareness is very limited because
they are not a big enough company to have a lot of people know what it is and what it sells. Becoming a popular
brand is something Red Dirt wants to achieve and needs to increase awareness for its products to achieve that.
There are no drastic differences between age
groups for cell phone users who own a phone
case.
The chart below shows the percent of online
adults who used each of the social media sites
in 2013, according to the Pew Research Center.
36

BRAND LOYALTY
The most important thing about having a company is getting and keeping customers. Brand loyalty is having your
customers dedicated and loving your product so much that they keep coming back for more. Red Dirt does this by
offering a unique and different product that make it like no other company.
Red Dirt achieves its brand loyalty by creating products from local artists that are interesting and make people want
to check the product out. The fact that this company donates a profit to help people get access to clean water in
developing countries is a main factor in getting the brand loyalty Red Dirt needs.
Brand loyalty is extremely important because it is what keeps the customers coming back to the product and shows
that the company is doing well. The thing that sets Red Dirt apart from other phone case companies is how unique
and different the company is compared to its competitors which will help its brand loyalty among customers in the
long run.
Red Dirt is starting to inform people of its products by reaching out on social media sites, like Facebook and Twitter,
to show people what the company does. By having these information sources Red Dirt is able to reach more people
and promote its products in different ways to bring in more people to the company. By including more information
sources the company will be able to attract a larger audience.
photo by Water.org

Greater Kansas City Demographics:
Total Population: 2,064,630
Median Household Income: $56,613
Residents ages 18 - 24: 8.2%
Residents ages 25 - 34: 14.2%
Nationwide Demographics:
Total Population: 316,128,839
Percentage of Millennials: 27
Male: 50.7% Female: 49.3%
Median Household Income: $53,046
Millennial’s purchasing power: 21%
$1.3 trillion
MARKETY ANALYSIS
Currently, Red Dirt operates in the Kansas City
Metro Area and is mostly known among females
who classify under the Baby Boomer generation.
Red Dirt wishes to increase awareness among the
Millennial males and females in the Kansas City
Metropolitan area and nationwide with disposable
income for electronics and accessories.
Operating in the heart of the country, Greater
Kansas City, Red Dirt has an advantage by
conducting its business in a location with a
business-friendly environment and a population
that is diversifying overtime.
To better target the desired audience within these
populations, segmentation of these demographics
will consist of their spendable income, interest in
technology and accessories and interest in social
impact companies.
BRAND ANALYSIS
Red Dirt is a new online company that started in April 2013. The company’s largest demographic is women ages
34 to 45. People are becoming more familiar with the Red Dirt brand and its collaboration with Water.Org. The
slogan of Red Dirt is “Goods for Good”. That means for every purchase from Red Dirt five dollars is donated to
Water.Org to help more people get access to clean water.
Part of its mission is to focus on customers’ emotional appeals in order to inspire customers to help those in need
by purchasing its products. This helps create the brand image for Red Dirt, which focuses not only on providing
unique, stylish accessories for its customers, but also allows the customer to give back to those in need.
In addition, Red Dirt has its own blog. It is a place where one can read and learn more about Red Dirt. Each story
tells what Red Dirt is about or the background of each new product. Red Dirt also cares about the artists who
make its products. Most Red Dirt artists are local to Kansas City and there is a specific page that introduces every
artist. This lets the customer see how Red Dirt respects its artists.

COMPETITION
TOMS:
TOMS is a social impact company with a “One for One”
business model; buy one pair of shoes and a person in
need receives a pair of shoes. TOMS started with its
classic shoe design but since has added boots, flats,
wedges and even glasses - optical and sun - to its
inventory. Recently a Marketplace was added to the
website filled with products from companies committed
to giving back. TOMS started TOMS Roasting Co., which
donates a week of water for every bag bought.
TOMS has a big social media presence with more than
2 million followers on Twitter and likes on Facebook.
TOMS uses both print and digital advertising to gain more
recognition but also receives earned media through written
pieces both online and in print. Since 2006 TOMS has
given more than 10 million pairs of shoes to people in need
and since 2011 has provided more than 150,000 people
eyesight via prescrition glasses.
Warby Parker:
Warby Parker is a social impact company with
a “Buy a pair, Give a pair” business model, and
a “Do Good” tagline. Warby Parker sells optical
wear and sunwear in online and physical stores
starting at $95. The company is a partner
with VisionSpring to deliver glasses to those
in need. Warby Parker prides itself in being a
social impact company not only in third world
countries, but also in America with its devotion
to its employees, customers, community and
the environment.
Warby Parker is a certified B Corporation;
B Corporations use the power of business
to solve social and environmental problems
(bcorporation.net). Warby Parker uses both
print and digital advertising, while also utilising
social media to reach consumers; the company
has more than 250,000 Facebook likes, more
than 55,000 Twitter followers and more than
97,000 Instagram followers.
ANALYSIS
Crimson Communication

Society6:
Society6 is a direct competitor for Red Dirt because the
company sells a wide range of products similar to those Red
Dirt hopes to sell in the future. Society6 is an online shop with
a community of artists from around the world, who upload
their work to sell.
Society6 collaborated with other companies such as VANS,
MTV, GOOD, Threadless, EA Games and IdN. Society6 has an
established following on its social media sites, which allows
it to continually gain exposure; Facebook more than 180,000
likes, Twitter more than 40,000 followers.
The company sells cases or skins for phones, tablets and
laptops; apparel, tote bags, pillows, mugs, wall clocks,
stationery cards, and prints and stretched canvases of the
artwork.
Cellairis:
Cellairis was chosen as another direct competitor for Red Dirt.
Cellairis is an online and kiosk retailer, with an annual revenue
of $350 million (Grossmann, 2013). The easy accessibility of a
kiosk located in a mall will provide competition with Red Dirt’s
future goal of selling phone cases in boutiques.
The company offers not only a wide range of designs for
phone cases, but also 3 to 4 different types of protection
levels to choose from when picking a case. Cellairis gives its
customers an option to use Shout! to customize a phone case.
Cellairis is involved in social media with more than 300,000
likes on Facebook, more than 45,000 followers on Twitter and
more than 3,000 followers on Instagram. Cellairis also has
media coverage in national press such as Vogue magazine,
Glamour magazine, Time magazine, and The Wall Street
Journal.
Cellairis offers phone cases for Apple, Blackberry, HTC and
Samsung devices. It also offers screen protectors, phone
accessories and device repairs. Phone case prices vary from
$5 to $60. Free shipping is offered with purchases of $30 or
more.
photo by Water.org
40

4
IN THIS SECTION
• Creative Strategy
• Media Strategy
• Creative Executions
• Media Executions
• Timeline
• Budget

CREATIVE
STRATEGYCrimson Communications

44
The tagline for Crimson Communication’s
strategic campaign is “Art for Water.” The
unifying theme will be “Making Art, Giving
Water, Changing Lives.” This is essentially
what Red Dirt does and we want to highlight
this in a simple way.
Crimson Communications wants to break
down the six-month campaign into three
different phases; each phase will highlight
a different part of the unifying theme and
will last two months. Within the campaign
Crimson Communications suggests a mini-
documentary series that will highlight
different aspects of the company each month
and social media posts to go along with the
specific theme Red Dirt is highlighting for
in that specific month. Introducing monthly
contests will keep followers in tune with
our social media activity. These contests
will be tied into the unifying theme and will
help increase social media followers and
overall awareness of Red Dirt. Mindful of the
interests of Millennials, Red Dirt will feature
a specific product, or a specific design, each
month such as a phone case, t-shirt or a
new product. This featured product will help
determine what will be highlighted in the
documentary series, social media posts and
contests.
For phase one, Red Dirt will focus on the
“Making Art” aspect of the company. Each
social media post will focus on the artists
behind Red Dirt. During this phase, Red Dirt
will expand on where its artists come from,
what they do, and who they really are. The
social media posts during these two months
should focus on the artists behind Red Dirt.
Whether it is introducing a new artist, talking
about the artist behind the featured product
for that month, or talking about the different
experiences Red Dirt has had with different
artists;eachpostshouldbesomehowfocused
on “Making Art.”
During this first phase the documentary
series will also be focused on the artists of
Red Dirt. There will be two videos released
in this phase (one per month) and each one
will talk about the artists. These videos, to be
created by an intern, can be used to highlight
a specific artist that Red Dirt would like to
feature or introduce, or these videos could
show many different artists talking about
what they do, why they love what they do, or
what they love the most about Red Dirt.
The contests during this phase should
somehow focus on the artists. For example,
Red Dirt could have its followers decide
on their favorite artist by having a poll on
Facebook and Twitter, and then the contest
could be focused on giving away a product
from that specific artist. Another example
would be if Red Dirt chose a specific artist
they wanted to involve and held a contest
where followers had to guess which artist it
was. Each post for this contest would have
certain clues about the artist and the first
follower to guess the correct artist would win
a product with that specific artist’s artwork.
For the second phase of the campaign Red
Dirt will focus on “Giving Water.” Red Dirt
can focus on the passion they have for
providing water to people in need. Each
social media post would be about why they
chose water. There are hundreds of different
important causes to sponsor in the world and

Red Dirt chose water, but why? Red Dirt will
explain their passion for “Giving Water” to its
followers during this phase. Red Dirt can also
talk about the partnership with Water.Org
and why they chose to partner with them,
etc. during this phase for the campaign.
During this second phase the documentary
series will also focus on “Giving Water.”
These videos would consist of interviews with
the Red Dirt co-founders on why they have a
passion for water and how they began this
passion. These videos could also consist of
Millennials talking about the water crisis and
what they think about Red Dirt’s impact on it.
The contests for these two months will also
focus on water. Since this phase will fall in
the month of March, which is the home to
World Water Day, Red Dirt can use this day
in its contests. Red Dirt could create a contest
where followers post about World Water Day
and what it means to them. Another example
of a contest could be having followers show
how they have helped with a specific cause
or community service project. Followers
would then be rewarded for their service by
receiving a free phone case or t-shirt with the
featured design of that month.
For the third and final phase of the “Art for
Water” campaign, Red Dirt will focus on
“Changing Lives.” During this phase, the
social media posts will focus on all the lives
Red Dirt has changed because of the money
it has donated to Water.Org. Red Dirt can
post pictures from the trips they have made
to Africa and the specific people who they
have met. Another example of posts could be
mini biographies of specific people they met
on their trips and how water has changed
their lives.
The documentary series during this phase
will focus on the many lives changed by Red
Dirt. These videos could include interviews
with the Red Dirt co-founders about their
experiences when they traveled to Africa
and how it has changed their lives. These
videos could also consist of interviews from
the people in Africa who have actually been
affected by the money Red Dirt has provided
for them to have access to clean water.
Finally, the contests during this final phase
should also focus on “Changing Lives.” Red
Dirt could ask followers to tell a story of
someone who has changed their life or a life
they have changed. Another example could
be to have the followers post about how they
would like to change someone’s life in the
future and what cause they feel passionately
about.
The message of this campaign is simple and
to the point. The tagline easily explains who
RedDirtisandwhatitdoesinasimple,easyto
remember slogan. This will help draw people
into the company and help Red Dirt to gain
more awareness. By introducing monthly
contests, Red Dirt will be able to help increase
awareness and followers within the younger
demographic (ages 18-30). By giving them
a chance to engage with the brand and win
free products they are more likely to share
and retweet Red Dirt. This will increase
visibility to this age group. These contests
will also help with Red Dirt’s engagement
with its followers. By having followers post
things themselves it creates more of a two-

46
way communication between the company and its followers. The mini-documentary series
is a good way to help increase Red Dirt’s national exposure. Participants in the focus groups
said they were more likely to share social media posts that included a video than those
that do not, therefore if Red Dirt’s followers share the monthly documentary series this will
help increase national exposure and could help Red Dirt to gain more earned media on the
national level.
MAKING
ART
1.
2.
3.
GIVING
WATER
CHANGING
LIVES

MEDIA
STRATEGYCrimson Communications

Target audience:
College students and young professionals are the target audience and they are active social
media users in everyday life. They keep on current events and trends through social media.
This campaign will specifically target key media influencers who have a lot of followers on
their social media sites. Overall, the goal is to gain awareness through non-traditional media
such as social media and various online platforms.
Media strategy:
The social media strategy is to capture potential consumers attention on social media
platforms to increase Red Dirt’s audience size. Social media platforms are an effective way
to gain attention and interest from the target audience.
Media Class/Vehicle:
Social Media: Facebook, Twitter, Instagram, Tumblr or Pinterest .
Word-of-mouth:smartphoneusers,frequentphonecaseusers,currentRedDirtwwconsumers.
Advertising: Facebook, Twitter and Pandora.
Reach and Impressions:
The goal of the campaign on the social media platforms is to increase brand exposure targeted
to Millennials and increase Millennial follower base. Some ways to create engagement
include: frequently asking questions to followers and post helpful tips and links to articles that
appeal to them. Have a clear call to action by asking followers to click, like or comment on the
post. As previously suggested, the social media strategy will seek to amplify the release of a
new phone case each month through social media platforms and invite followers to engage.
As we found on Red Dirt’s Facebook page, it has 1,945 likes and 196 people are talking about
Red Dirt. There are 659 followers on Twitter and 662 followers on Instagram. While this is a
good amount of followers within a year, engagement will be a key component of increasing
the follower base.
48
Media Objective:
The objectives Crimson Communication created are designed to create awareness of Red
Dirt and explain the company’s social impact. According to the survey, we found more than
half of respondents frequently use social media platforms such as Facebook (93.5 percent;
112 males and 265 females), Twitter (52.9 percent; 66 males and 147 females) and Instagram
(50.9 percent; 38 males and 167 females). Red Dirt is a new company and still needs to
build its brand awareness in the industry. Based on survey results, only 22.3 percent of
respondents were familiar with Red Dirt. Therefore, Red Dirt must create posts that will
gain a larger audience. Crimson Communications wants to extend the unifying theme of the
campaign, “Marking Art, Giving Water, Changing lives,” to the target audience so they can
become more aware of the brand.

Media Timing and Frequency:
HootSuite Pro is one of many tools referred to as a Social
Media Management system. If a company has many social
media platforms and the company doesn’t have enough time
to manage them perfectly, HootSuite will help the company
to manage and track its social media platforms. Red Dirt
owns Facebook, Twitter, Instagram and Pinterest. This will
save time and provide detailed analytics.
Suggested Posting Frequency:
From a blog post on Social Media Today, these are the best
times and frequencies to post on social media.
Facebook:
Weekdays: Two times a day at 12 p.m. and at 4 p.m.
Weekends: Three times a day during weekends, post
interactive content during weekends such as videos and
articles.
Twitter:
Four times a day, most retweets happen between 1 p.m. and
4 p.m.
Get a Twitter business account to promote account and tweets
on Twitter; analytics are also provided.
Content maybe the same with what the intern posts on
Facebook but reformatted to a Twitter post.
Instagram: Post one photo daily during the weekdays
between the hours of 2 p.m. and 3 p.m. Post three to five
times Friday through Sunday, most effective days. If wanting
to post a video the optimal time would be between 8 p.m. and
7 a.m. Instagram will provide detailed analytics information
via Statigram. (Steeves, Harris, 2014).
Pinterest: Post a variety of pins daily (up to 10 pins per day)
to increase exposure, repins and number of followers.
LinkedIn Publishing Platform: Dawn and Christina will be
proactively engaging on LinkedIn by publishing twice a
month, engaging with groups and sharing content with their
connections.

CREATIVE
& MEDIA
EXECUTIONS
Art Auction:
Crimson Communications would like for Red Dirt to hold a one-time art auction during First
Fridays. This auction would help increase awareness of the company and raise money for
Water.org by auctioning off original artwork from Red Dirt artists. This would also give the
artists a chance to further display their work. This auction would also be an opportunity to
receive more local earned media and increase the possibility of receiving national earned
media. This event is to be organized by Dawn Taylor and Christina Eldridge. To be promoted
on social media by the intern.
Partnerships:
Crimson Communications feels that by putting Red Dirt products in boutiques in major
cities across the country, this will help increase the company’s ability to gain more national
exposure. To start off, Red Dirt could partner with “Baldwin Denim” or “Standard Style” to
test out the boutique exposure in the Kansas City market before expanding to other cities. If
the products in the boutiques do well, Red Dirt can then expand to other boutiques across the
country; for example “Native” in Los Angeles; “Bird” in Brooklyn, N.Y.; and “Wear Art Thou”
in Austin, Texas.

Newsletters:
Instead of a newsletter every Monday, Red Dirt will send out an informational newsletter
every month to current and previous customers about what is going on in the company, what
is new for the month and what to expect in the future. The newsletter can be an email, a blog
post or even a video. This newsletter, no matter what the format is, will tie into the theme
for the month and go along with the unifying theme of “Making Art, Giving Water, Changing
Lives.”
Social Media, Mobile and Web Executions:
Facebook, Twitter and Instagram posts:
These posts need to be more consistent and relevant with the unifying theme of the campaign.
Red Dirt will implement the idea of “Retweet/repost for a chance to win a phone case.” In the
posts Red Dirt will add links to videos or news stories about the company.
Website:
The improved website will include organized drop down tabs. Products can be separated by
artists, design and price. Also, there will be a donation status bar added to make the website
more interactive. The donation total will show the amount of money Red Dirt has raised so
far each month, and each phase, and the goal totals for each phase.
Advertising executions:
These advertising executions will spread awareness of Red Dirt. Website advertising is a key
part of advertising. These executions will help to keep Red Dirt at top of mind awareness with
consumers
Pandora radio spot.
Sponsored posts on Twitter and Facebook.
Offline executions:
Thank You Letters:
Handwritten thank you letters from Red Dirt co-founders, Dawn Taylor and Christina El-
dridge, will connect the customers to the company and make them feel a part of the cause.
Also, it shows that Red Dirt appreciates its customers and wants to remind them of Red
Dirt’s gratitude. In these thank you letters Crimson Communications recommends that Red
Dirt include pictures of the individuals in Africa who the customers are helping, because the
research showed that people like to see where their money is going.
52

IN THIS SECTION
• Social Media Posts
• Digital Documents
• Pandora Ad
• Contests
• Theme mock-up
• Photography
5

6320 Brookside Plaza, Ste. 203
Kansas City, MO 64113
FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT
JAN. 19, 2015 Christina Eldridge & Dawn Taylor
CEO/ Co-Founders of Red Dirt
816-226-6867
info@reddirtshop.com
Red Dirt to host First Friday art auction
Kansas City, MO—Red Dirt will host its first art auction at First Friday on May 1, from 5 to 10
p.m. Third Eye Gallery, in Kansas City, Mo. The auction will give Red Dirt an opportunity to
build a stronger brand presence and will spread awareness of their new campaign; “Making Art,
Giving Water, Changing Lives.”
“I believe it’s important to know that our global community is interconnected in so many ways,
and that even a small amount of support (financial or volunteer) can truly transform an
impoverished person’s life,” said Dawn Taylor. The art auction will also raise money for
Water.org, who Red Dirt currently partners with in the cause for clean water.
The art auction will be free to attend and food and beverage will be available to purchase. There
will be various street performers and games. The art that will be auctioned off will be original
work from the artists who have been featured on Red Dirt’s phone cases. This gives them a
chance to further display their work while spreading awareness of the cause for clean water.
Everyone is welcome, even if you are not interested in purchasing art work. Donations to
Water.org will also be greatly appreciated. Come join Red Dirt at their first art auction and
support their new campaign of making art, giving water and changing lives.
###
About Red Dirt
Founded in 2012, Red Dirt is a lifestyle products company that believes in the power of
consumers to help solve the world water crisis. Launched by two women with backgrounds in
U.S. nonprofits and humanitarian work in Africa, Red Dirt collaborates with multi-genre artists
to create distinctive, limited edition cell phone cases. A portion of each sale is donated to cause
partner Water.org to fund clean water access around the world. Red Dirt is a crossroads of art,
fashion, entrepreneurship and conscious capitalism. Red Dirt is a privately held company based
in Kansas City, Mo.
NEWS RELEASE

ART FOR WATER
Did you know:
With only $25, Water.org can bring
someone access to clean water
for life!
Art up your life
Red Dirt is launching a new campaign series called Art For Water. Our new campaign
is broken into three phases throughout six months. For the month of January the them
is Art up your life. This month we would like to focus on bringing in the new year by
encouraging our customers to bring art into their every day routines and accessories.
Changes:
We have made some changes to our website to increase customer interactivity and to
assist our new campaign. When you visit our website you will now see a donation total,
which will show you our goal fundraising amount for this phase and the amount raised
so far. We hope these changes improve your experience on our site!
About this month s phone case:
This section of the newsletter will introduce the new phone case and the artist who de-
signed the case. The section should include the story behind the case and could also
include a quote from the artist about their inspiration or why they want to join the cause
for clean water.
Red Dirt Newsletter
(This month s phone case)
NEWSLETTER
58

This is just an example of a thank you letter that could be sent out. The picture would be
better if it could include both Dawn and Christina or change between the two every month.
Also, the picture should be changed every month on the thank you card to prevent sending
out repeats of the same thank you. The font style is just a sample because they should be
handwritten thank you cards.
Thank you for supporting Red Dirt
and our cause for clean water.
Your purchase has made a differ-
ence for these children.
Dawn Taylor & Christina Eldridge
THANK YOU

CONTESTS
PINTEREST

CONTESTS
Online
The “50 for 50” contest can be hosted online via Red Dirt’s website, social media
accounts and blog. The premise of the contest is to get artists involved to replicate
Red Dirt’s “KC Feel” for each state. The contest is designed to expand Red Dirt’s
follower and customer base. One winner is picked from each state by voters to
be the official Red Dirt phone case. Voting can be done via Facebook; whichever
case receives the most likes will win for the state it was submitted to. There will be
a limited number of cases available for each state to create exclusivity and give
Red Dirt a luxury feel. The contest should start at the beginning of phase one and
end on the last day of February, sticking with the phase one theme “Making Art.”
The contest winner should be announced on the last day of February via Red Dirt’s
website, social media accounts, blog and email.

THEME MOCK-UP

ADDITIONAL
LOGO

PHOTOGRAPHY
IDEAS FOR HOW TO INCLUDE MORE MILLENIALS

BUDGET
ART FOR WATER | 2015 CAMPAIGN
Assigned Budget $15,000
Spring Internship $2,610 1 intern for 6 months
Twitter ads $3,500 Sponsored tweets
Facebook sponsored posts $2,500
Art Auction at the Third Eye
Gallery
$4,000
Hootsuite Pro $66 Pro account (During campaign)
Pandora Ads $1,500 1.56 per click
Total: $14,176 – remaining amount will be allocated where needed

TIMELINE
Phase Month Social Media Theme Media Execution
1 January “Art up your life” This theme will focus
on the new year and
encouraging followers
to incorporate art into
their lives and their
accessories
February “For the love of art” This theme will be
centered around
Valentine’s Day and
love while encouraging
followers to show
some love to the art
community and the
cause.
2 March “Mad about water” This Theme will focus
on “Giving Water” and
World Water Day,
which is March 22nd.
April “It’s raining phone
cases!”
This theme is also
focused on water and
will tie into suggested
social media contests.
Red Dirt will continue
to build awareness
and increase national
exposure by contacting
media influencers
across the country and
bloggers.
3 May “Changing lives” This theme will be
centered on Mother’s
Day and “Changing
Lives.”
June “Summer for good” This theme will focus
on encouraging
followers to spend their
summers doing goods
for someone in need.
72

THANK
YOU

On behalf of Crimson Communications, we would like to take the time to
thank all of the parties involved in making this enriching experience possible.
The process has been challenging and demanding but a vital tool for us
to learn what it is like to work with not only a client, but also ourselves.
We would like to extend our gratitude to Christina Eldridge and Dawn
Taylor, co-founders of Red Dirt, for taking this journey with us. We
hope that the campaigns you see help your company earn the success
it deserves. Also, Water.org for being a proud partner of Red Dirt.
Secondly, we would like to thank our professor Dr. Hyunjin Seo.
Her guidance and knowledge of the campaign process has been
invaluable. The professionalism and respect demonstrated at all
times are attributes to take into our professional careers. Thank you.
Lastly, we would like to thank our parents, family and friends. We would not
have been able to complete this opportunity had it not been for their support.
We appreciate the love and commitment shown through this adventure.
74

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"A Snapshot of the Best Times to Post on Instagram." MDG Advertising Blog – South Florida Adver
tising Agency, Interactive Marketing, West Palm Beach Ad Agency, Boca Raton Ad Agency.
MDG Blog, n.d. Web. 17 Apr. 2014.
"Top Instagram Techniques to Get More Likes." Instrument : Digital Craft. N.p., n.d. Web. 17 Apr.
2014.
Suggested Reading:
Haid, Phillip, and Vurain Tabvuma. “To Sell Products That Help The World, Convince Consumers That
They’re Helping Themselves.” Co.Exist. Fast Company, 6 Feb. 2014. Web. 19 Feb. 2014.
<http://www.fastcoexist.com/3026077/to-sell-products-that-help-the-world-convince-consum
ers-that-theyre-helping-themselves>.

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