Challenge: Understanding brand problem and crafting recommendation strategy for Macy's. We were challenged to design a research method to figure out the most significant problem to the brand. The design includes crafting a survey, testing, and translating data into market insights that give information about client's positioning in customer's mind.
- Conducting desk research and social media listening.
- Designing a quantitative survey, filled by 500 respondents.
- Sampling 6 persons from NYC into a focus group discussion to further analyze customer behavior
We categorized our findings into 5 group insights. The insight shows us how the audience interact with the brand, and measure the sentiment of their relationship. It led us to picture the target audience profiles and recommend a campaign theme + copy writing example based on the audience fit. Further, it may become baseline for determining strategic direction for the brand.
Here, we are moving forward with the solution.
We designed 3 campaign messages with different themes and tested it in survey to see which message resonates the most to our target.
The themes are:
•Macy’s as an American classic brand (iconic)
•Macy’s as your fashion adviser (transformative)
•Macy’s as a go-to-place for family shopping (family)
Corporate Social Responsibility (CSR)
Columbia University's class project for "From Information to Insight" teach by Professor Hayley Berlent (Founder/CEO of The Additive Agency).
Team: Shofi Awanis, Ian Diesendruck, Sungha Han, Deydra Bringas
Role: Strategic Planner
Challenge: Making a business case for corporate social responsibility. The proposal is to pitch Seamless as one of the leading brands for app-based service for food delivery and takeout restaurants.
Instead of regular Request for Proposal (RFP), we made a comprehensive CSR plan for elevating a company's brand reputation, strengthening employee and consumer engagement, as well as driving business and social impact. We align Seamless brand to the "shared value" perspective, in which our stakeholders gain advantages that are tailored to the brand's area of impact.
CSR strategy plan that identifies 3 areas of focus: profit, people and planet. We also identify the strategic partners and projected cost for impact, that may be executed through our integrated plan of action. Finally, we presented our CSR plan to the C-Suite panel of experts and engaged in the fruitful evaluation.
Team: Bing Bin, Eva Sun, Luxin Zou, Michelle Canete, Mo Phaiboon, Shofi Awanis
SDSN Youth - Isabel Pérez Dobarro, Lead (UN Focal Point); Ana Cristina García (Project Officer, Local Pathways); Shofi Awanis (Communications Project Officer); Jude Chisom Erondu (Operations Project Officer); Lama Ranjous (Youth, Peace, and Security Academic Advisory Committee)
FRIENDSHIP AMBASSADORS FOUNDATION, INC.
Grace Avila (Youth Assembly Program Specialist); Xan Northcott (Youth Assembly Program Associate); Yumna Khan (Youth Development Specialist);
Photos by Johnny Vacar
Editing & Graphic Design by Jeanina Casusi
Published by Friendship Ambassadors Foundation, Inc.
The 20th session of the Youth Assembly held at the UN from August 9-12, 2017. The Youth Assembly at the United Nations is the global gathering of young leaders, social entrepreneurs, and advocates for sustainable development.
It provides a unique platform for meaningful dialogue and partnership between youth, civil society, the private sector, and the United Nations. At the Assembly, young people are equipped with the necessary tools, knowledge, and skills to create action-oriented solutions that help achieve the UN’s Sustainable Development Goals (SDGs).