Describing Target Markets & Audiences

There are some key rules in English to remember when describing target audiences:

•  Gender : male or female / men or women / children...pre-teens...teenagers...young adults, adults
• Age:  5 years old... 20 years of age...
• Ranges:  from....to....    between the ages of...and ....

• Percentages :  5% (five percent) 10%...20%... etc...
• Approximations:  most of + noun,   approximately/about/ around + quantity,  nearly+ quantity, almost all + noun
• Fractions:   1/2 = a half/one half/ half of...     3/4 = three fourths    1/8 = one eighth

Complete: almost all,   approximately,   most of,   from...to, target market,  between, and, nearly .

1.  Our target consists of women ______ 18 ____ 25 years of age.
2.  Most of our _______ _______ is made up of men ________ the ages of 25 __ 35.
3.  ________half of our target market are young, school-age kids between 12 and 15 years old.
4.  ________ 3/4 of our secndary market includes professional women who are 28 to 48 years old.
5.  ____________ the women in our target market are professionals.

Common verbs used:

• consist of
• be made up of...
• include (s)

Describe the target markets for the following brands:

1. National Geographic magazine
2. Banca San Paolo IMI
3. Puma
4. Mango / Zara/ H&M
5. Betlife online betting service
6. Fiat 500
7. Fiat Panda
8. Crick Crock Light
9. Musei Capitolini
10. Beck's Beer

Instagram Posts: A Framework for Analysis

In groups of 3 or 4 students, choose a good example of an Instagram post. Explain why you think it's effective. Follow the cardinal points below to organize your information. After you have practiced responding to the questions below, put the information into a formal oral presentation framework.  Use the expressions for oral presentations from the November 2017 posts on this blog.

1) GREEN = What's the purpose of the post? (Is it announcing news, introducing/launching a new product, promoting an offer, gathering information through a poll, cultivating the brand story, or raising awareness about the brand/event?

2) YELLOW= What's the description? What words and tags are used? Why?

3) PURPLE = What's the image/ video?  Give an analysis for the choice: why is it effective? If necessary, explain the symbolism. Comsider if the image(s) video reflect the wording.


4) BLUE = Who is the target audience: primary, secondary, or both? Consider age, gender, salary range, work/profession, and if they live in a city or town.

5) RED/HOT PINK= What's the call to action? What is/ are the target audience(s) supposed to do after interacting with the post?

SUGGEST & RECOMMEND verb patterns

Two Simple Rules for 'suggest' and 'recommend'

• Make recommendations and suggestions to specific people, or to express opinions in general (which may be your opinions, or someone else's).

1.  When there are 2 subjects (2 different people, or publications) in the sentence, use this formula:

• [subject 1 + recommend/suggest ] + (that)* + [subject 2] + verb in the BASE FORM** + complement] 
• *that = optional...but you may want to insert it in order to remember that there is a secondary clause to formulate.
• *the base form of the verb indicates the infinitive without 'to': for example, the base form of 'to go' would be 'go,' no matter what the subject. There is no congiuation of the verb. It always remains in the base form.
• I suggest you learn a non-European language because it will really change the way you see the world.  
• John's brother recommends that he eat at a restaurant called Picholine in New York City.  
• They suggested that she go to the art library in Piazza Venezia because it is one of the best in Rome.  

2.  When there is only 1 subject mentioned before recommend/suggest, use the gerund form of the verb:  

• [subject + recommend/suggest+ GERUND FORM OF THE VERB* + complement]
• *the GERUND always remains in the gerund form
• recommend/suggest may be congiugated into any verb tense
• I recommend reading and listening a lot in English to help you remember verb patterns.
• My favorite high school teacher always suggested going to Shakespeare plays.
• Jane recommends seeing the Villa Borghese first in Rome.
• The City Guide suggested starting an art tour at the Galleria Borghese. 

Practice: Put the verb in the correct form: the BASE FORM of the verb, or the GERUND, depending on the number of subjects in it. Remember, a subject is a person, place, or thing and comes before a verb in English. 
 A)
1. Joe's mom recommended we ________ (buy) him a new skateborad for his birthday.
2. The Lonley Planet guide always suggests _________ (sleep) at cheap hotels in order to save money.
3. Would you suggest I _________ (study) abraod?  Do you think it will help my future career?
4. I'd like to recommend you _________ (take) a trip to New York City. 
5. May I suggest he ___________ (call) later, say, in  about two hours?  The manager is busy now.
6. To improve public singing, Joan recommends ___________ (going) to a Karaoke bar. 
7. My mother has always suggested that I __________ (have ) a good singing voice. 
8.  The doctor recommended ___________(take) vitamin C every day in the winter.
9. When it rains a lot in Rome, Romans suggest you  ___________   (stay) home, if possible.
10. What would you recommend I _____ (do)?
 B)  Conversation:  make recommendations and suggestions for each other. Use the correct form of the verb.  Give your honest opinions.  Switch roles after 3 questions.

1.  I have to review my English grammar. Could you recommend a website?  (azargrammar.com for its Power Point presentations)
2.  My brother is going to study abraod next year in Rotterdam at the university where they have a program all in English. The thing is, though, that his English is only at a B2 level. Could you suggest how he could prepare?
3.  I'm going to New York City over the winter holidays and want to interview for some jobs. Could you recommend some ways I could prepare?
4.  My sister is coming to visit me in Rome for the first time. What would  you suggest she see?
5. Could you suggest some good Italian restaurants in Rome? Where should we go?
6. I'd like to learn how to surf. Do you have any recommendations of where I could start learning how to do this sport?

 

2018-19 Final Exam Guidelines

Here are the guidelines for the final exam:

• Last lesson: Wednesday, December 19
• Final Exam:  Wednesday, February 20

 Final Exam Guidelines:

For the final exam, you must work in groups of 2-3-4 people to produce the following, as agreed upon with the instructor:

• an oral project pitch for something in your sector. For example, it might be...
• a project pitch for a branding of a new product, service, or event.
• a project pitch for a re-branding of a new logo
• The oral pitch must be in the form of a Power Point (or similar) presentation that is not longer than 12-15 slides, and in which all members of the team must speak. Remember, reading from a script is not allowed. If you are reading, I will ask for the script and procede with a question and answer session. The objective is for you to present a creative vision in a formal, professional way. 
• You will have between 10-15 minutes per group. Please practice and time the presentation at least two times at home before coming to the exam. 
• Consider using one of the creative thinking strategies we've discussed in this course. I will ask you during the exam if you've done so (Tina Seelig's ideas, How to make Toast, Design thinking, teamwork building skills).

• The oral pitch must be accompanied by a written project proposal in which you outline and justify your creative vision for your chosen topic. Include:
• a Cover Page: 1) create an agency name and logo for yourself, 2) write the names of your team members, 3) give it a title and identify the client 
• Objective: why did the client ask you to create this project pitch?
• Project History: have you worked with the client before, or is this the first time your agency is working with the client?
• Background and Introduction to the issue: Explain the need for a new (your) project. What happened  before the request? Why is there a need now?
• Primary and secondary objective: think of your project from the users' point of view.
• What is the Key Message/Key words & hashtags?  What will users think after interacting with your project?
• Who are we addressing?  Primary and secondary target audiences?
• What is the call to action? What do you want your primary and secondary audiences to do as a result of your project?
• How will the audience be reached?  Explain planned channels of communication that you will use to reach your primary and secondary audiences.
• What is the reward?  Imagine the users asking "What's in it for me?" "Why should I pay attention?"
• Are there any mandatories that need to be included?  Consider what the client always uses in its communication strategies: logos, names, slogans, gadgets, contact information (website, social media pages, email, phone numbers, street address, branding colors?)

Email Homework for Tuesday, November 13

Email homework: Being Assertive

Your boss wants you to write an article for the company website, and get it translated into French and Italian. You’ve done this before, but now you’re busy and don’t want to do it since you have a deadline soon. Remember to include diplomatic language, as you saw in the John-Jennifer email, and the following:

·      Refer to previous communication (emails, meetings, or phone calls with your boss)

·      Explain the situation clearly and objectively (be proactive)

·      Recognize how the other person views the situation

·      Be clear about what you want to happen

·      Suggest action points

·      Be polite and avoid personal remarks or overly direct demands or criticisms

·      End on a positive note

HOW TO MAKE TOAST: Visual & Systems Thinking Approach

Today we learned the difference between toast (toasted bread) and "a toast" (an Italian sandwich style). 

But more importantly we participated in an exercise in visual thinking by drawing the steps for how to make toast/a toasted sandwich, which revealed systems = nodes and links in that process.

Everyone had different ideas, points of view, and approaches. The important thing was participating as a group, generating ideas, and representing what you felt intuitively was needed.

Here is a link to Tom Wujec's TED Talk, and explanations of systems:

http://www.drawtoast.com/

Next week (Oct 31), you'll have a creative branding challenge in which I'll ask you to apply the "toast," or visual thinking approach. So, be prepared to draw your ideas.

Read more about systems thinking and its benefits here:

https://www.disruptdesign.co/blog/7-systems-thinking-benefits-that-every-organization-needs

EMAIL HOMEWORK FOR TUESDAY, OCT. 30th: Language for the right tone when giving advice.

Today, October 24, we worked on clear email messages and how to give advice in a kind and respectful way. We discovered that many expressions contain conditionals and focus on 4 main topics: 1) acknowledging positive aspects 2) reminding people of things 3) drawing people's attention to things 4) suggesting /recommending.

Homework for Tuesday, October 30 (I will give you feedback in class if you send me your email by 16:00 on 30-10-2018).

 Choose one of the situations below, and write an email response to your colleague.  Add any extra information you may need. Remember to do the following:

• Acknowledge what has been done well- (point 1 above).
• Hightlight the important points - (points 2 & 3 above).
• Make practical suggestions (point 4 above).

CHOOSE ONE OF THE FOLLOWING SITUATIONS:

1. A colleague asks your advice about an email to their boss about taking a long period of time off. It contains dates and is clear, but you think the mail is too employee-focused, and that it should explain how the work will be covered.

2. A colleague has sent you a draft presentation for a talk he's giving next week. The slides are full of energy and color, but you feel they detract from the key messages. There is a lot of informative text on each slide, and some of the animation is annoying at times. 

EMAIL: EXPRESSIONS FOR A KIND & FORMAL TONE AT WORK

Acknowledge positive aspects	Remind	Draw attention to something	Suggest something
I agree that… we should use green.	Can I remind you that…/ I would like to remind you that…	Specifically… It’s important to….use the style guide. / Especially important is…reading the style guide/ the style guide.	I’d suggest …you consult the style guide. / I’d recommend consulting the style guide.
You’ve made a good choice… about using green / on the green.	Don’t forget also…/ Also, don’t forget…to follow the company’s style guide.	I think it’s important…to follow the style guide.	How about….consulting the style guide?
It’s good that… you chose green and white for the brochure because they are our company’s official color.	Remember… to follow the style guide. / Remember that following the style guide is required.	I’d also like to point out…that we need to follow the guide.	Perhaps it’d be a good idea…to consult the style guide.
			Can/could I suggest….?/ May I suggest…? / Might I suggest…?