final presentation- regional backgrounds

Regional Backgrounds: Twin Cities

Julia Eckart

A bit about me…

2012 2013 2014

Now

The ProjectMinneapolis

Bokeh

Day & Dusk

Huh? Bokeh?

No, not that...this!

Merriam Webster: the blurred quality or effect seen in

the out-of-focus portion of a photograph taken with a

narrow depth of field <Good bokeh is smooth and

pleasing, whereas bad bokeh produces a jagged and

discordant effect.

Why?“Don’t find customers for

your products, find products

for your customers.”

-Seth Godin

Why?Give more choice in addition

to what the customer

normally buys

i.e. Head & Shoulders program

How?

Flyer

Proof sheet

MyLifetouch.com

Emails

The Proud Minnesotan The “Unconventional” The UrbaniteReturning Customers

Who’s the customer?

The Current Options: Urban

The Current Options: Urban

The Current Options: Urban

The Current Options: Natural

The Current Options: Text

From Vision to Product

Step 1Take (many) photos on location

-Assistant

Step 2Review images

select best of the bunch

Step 3Perform some photoshop magic

-Layering

The Transformation

I get by with a little help from . . .

Before

The Transformation

I get by with a little help from . . .

After

Survey Respondents: 136

Demographics Cont.

The Response“. . .take a look at all of the fun Minnesota themed

clothing/slogans that are out there now…Twins

stadium. . . iconic image of the lakes…St Paul?

Lake Minnetonka would be great for those

in the western suburbs.”

“I would like to be able to pick a local sports color background

and would like my children to wear their favorite jersey and

possibly bring a prop (i.e. football, pom poms, etc.)”

“We've never had a spring photo option but this is an interesting option.”

“I love them all!!”

“Beautiful photography!”

“Love this idea!”

“They look nice! I'd buy.”

“

”

“I would think the Minnesota graphic would be a hit with kids learning about states.”

“Make them available for fall.”

“...would love to see options for us at HALE/FIELD schools!”

The Response

Rankings

TOP 4

Rankings

Rankings

Rankings

Rankings 50/50!

Rankings 50/50!

15%

“I like the idea, but think that in the current form is a

bit overpowering.”

73%

“It's too blended with the background waterfall.”

“Since my kids live in Minneapolis, I'd prefer it to say

Minneapolis.”

“I like it, but grandmas and grandpas in Wisconsin would

be reminded that they aren't close to their grandchild.”

“I personally wouldn't buy an image with the state name

across the image, but I do not find it distasteful.”

“I like the text and would like the option to order both.”

Text vs. No Text

29%

Text vs. No Text

“Both feel like a vacation photo or postcard.”

“I like the idea, but think that in the current form is

a bit overpowering.”

57%

“I dislike the text when it is around a child's head - it

is distracting.”

“It would depend on the purpose of the picture (who

I was sending it to).”

“Again, I personally wouldn't buy an image with the

state name across the image, but I do not find it

distasteful - it's just not my thing.”

Post cards? (Not a Bad Idea!)

“Both feel like a vacation photo or postcard”

“It looks like a postcard, not really a portrait I'd buy.”

“It's ok, but it looks like something you would buy if you were visiting Minnesota.”

“I like it, but grandmas and

grandpas in Wisconsin would

be reminded that they aren't

close to their grandchild.”

“It would depend on the purpose of

the picture (who I was sending it to).”

“It's ok, but I can't

think of why I would

buy a state photo…”

Likelihood to Purchase...In place of the current Spring Program offerings

34%

18%

48%

21%

38%

40%Likely or certain

Uncertain

Unlikely

Likely or certain

Uncertain

Unlikely

In addition to the current Spring Program offerings

Likelihood to Purchase...

42%

said that they would be likely or certain to purchase in addition to current spring program offerings, and least likely out of all ages to say they absolutely wouldn’t.

of respondents ages 45+

44%

said that they would be likely or certain to purchase in place of current spring program offerings

+ Most decisive group

of respondents ages 25-34

Urban residents 16% more likely than other

respondents to purchase in place of the current

spring program offerings.

Suburban and small town/rural residents 10% more

likely to purchase in addition to the current spring

program offerings than urban respondents.

Likelihood to Purchase...

Hoped Outcomes Moving Forward Recap

Questions?

Thank you!