Yadi Li
China
Communication
Creativity Project
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The “Healthy Life” Topic Promotion Campaign for Ming Tea
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This project is a comprehensive market campaign for Ming Tea which is a
Chinese brand. This is a health style drink product including 5 favors. This
drink is very tasty, as well as beneficial to human’s body. It is very popular in
China, but not in other areas. This project rebuilt a new brand image for Ming
Tea to expand its international market.
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The topic of this campaign is “Health life.” All the works that I created was
based on this topic. This campaign includes a new logo, new slogan, 3
posters created by Photoshop, a script for TV commercial, a social media
plan. I did the market research before the project, and the budget after the
project. All works were published on my blog.
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When I was a high school student, I really like drinking Ming Tea. Every time I
felt tired with studying, Ming Tea could refresh me. However, I found that
there was no person in America knew this brand, as well as in other areas. I
decided to create an international brand image for Ming Tea to help it get
more customers. I also wanted to let more people get the opportunity to enjoy
this amazing drink.
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During the process, I came crass two challenges. One was there was one part
of the project goals was helping Ming Tea expand its global market and
produce different kinds of drinking products. I planned to mail the project to
Ming Tea’s company. After finishing the project, I contacted with their public
relation agent. However, I was told that they only received the brand plan from
their own employees. Maybe I will apply a job position to Ming Tea after
graduation, then this goal might be achieved.
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Another challenge was that I used to try to create a storyboard for a TV-
commercial, which was a very important part in this campaign. However,
during the process, I found that storyboard was too difficult for a
communication-major student rather than a painting-major student to create.
Storyboard also couldn’t express my idea well to my audiences. Then I gave
up this task. I changed this part to a TV script which was simpler and clearer
to show my idea.
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This project could benefit the brand Ming Tea. First, I created a totally new
brand image for Ming Tea which was more internationalized than its present
image. Ming Tea could attract more international consumers. Second, Ming
Tea could put the 3 posters that I created on newspapers or magazines to
promote its products. The slogan, TV script, social media plan that I created
also could help Ming Tea to expand its Chinese market as well as its
international market.
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For my project, almost all the works were created by Photoshop. During the
process, I exercised my skills about graphic design. Before staring the project,
I did the market research for the brand and made a reasonable promotion
plan based on the brand’s market position. I got much knowledge about
strategic communication and marketing. These experiences are valuable for
my future job application.
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By 3-month working, this project was accomplished successfully.