Name: Yadi Li
Email: yadili0715@gmail.com
Phone: 4352386301
Major: Communication
Number of Credits Completed: 115.5
Anticipated Year and Semester of Graduation: Spring 2019
The “Healthy Life” Topic Promotion Campaign for Ming Tea
Full Abstract:
This project is a comprehensive market campaign for Ming Tea which is a popular drinking
brand in China. The topic of this campaign is “Healthy Life.” This campaign includes a new logo,
new slogan, 3 posters created by Photoshop, a script for TV commercial, a social media plan
and a budget. All works will be published on my blogs, and a copy document will be sent to
Ming tea’s company. I want to help Ming Tea expand its international market and get more
customers. At the meantime, I exercised my skills about graphic design and got more
knowledge about strategic communication.
Justification Explanation:
During the process of my project, I made the decision that the topic of this campaign was
“Healthy life.” It is very important for a public relation plan to have a coherent topic. All the works
that I created was based on this topic. One part of the goal works which was a storyboard of TV
commercial was replaced by a script. I believed script was easier for audiences to understand
the main of the TV commercial; and it was more professional than a rough storyboard.
Goal:
The main goal of this project is to create a new logo, a new slogan, 3-5 posters, a TV
commercial, a social media plan for Chinese drinking brand Ming Tea to help it get more
American customers. This project will also help me with my goal of being a good graphic
designer with creative thoughts.
How I achieved:
First, I found the information of Ming Tea as much as possible. I read the media coverages,
journals from websites and newspapers. I found Ming Tea always built a brand image with the
cheap label to attract customers. However, I decided to create a new brand image for it which
was “Healthy” because the materials of this drink were very healthy for human’s body but the
PR staffs of Ming Tea seems ignored this point. I believed this new image would bring more
benefits for Ming Tea.
After choosing the topic of the campaign, everything became very easy. I created the logo,
slogan, posters, script, social media plan one by one, basing on the “Healthy Life” topic. At the
end, I calculated a rough budget for this whole plan.
Outcome(s):
The outcomes of this project include a logo, slogan, 3 posters, a script, a social media plan, and
a budget. I improved my design skills during this process, as well as had a deeper
understanding of public relation and brand image. These experience will help me with my future
job application.
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The evidence of these achievements are the design works that I created. I will put them in my
ePortfolio.
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The unachieved outcome was helping Ming Tea expand its global market and produce different
kinds of drinking products. It was because I had not submitted my plan to Ming Tea yet. I
contacted with their public relation staffs and was told that they only received the brand plan of
their own employees. Maybe I will apply a job position to Ming Tea after graduation, then this
goal might be achieved.
Deliverable(s):
I did a market research at first, then created the rough idea and drafts on paper,
then used Photoshop to create a new logo, three posters with full-page size in newspaper or
magazine, a script for TV commercial, a social media plan, a promotion budget.
I showed my deliverables and the project process in person with Debra Davis. They are Photoshop format which can't be showed in Wix. Sorry about that.