My Portfolio

Portfolio of
Lanna Breetzke
Age: 22
Secondary Education: Thomas More College
Tertiary Education: BA in Brand Building and Management
(Specializing in Innovative Brand Management)

Personal Achievements:
• After my 1st Brand Challenge, my team was asked to present our RedCap
Foundation client presentation to co-founder of Vega, Dr Carla Enslin.
• I made it to the finals for Unilever’s Post Graduate Program

Work Experience:
• I travelled to London on a ‘Gap Year’ and gained valuable work experience
• I am a brand ambassador for the company Brandmycar.com
• I waitress part time at Joops place

Vega The School of Brand Communications

Introduction
This slideshow is a showcase of my three years at Vega and to
show what I have gained as well as my level of work, I have chosen
4 projects as examples.

• TWO BRAND CHALLENGE’S (serving the brands)
-The RedCap Foundation
-uShaka Marine World

• CREATIVE DEVELOPMENT PROJECT
-Fast Food Packaging Design and Ideation Project

• FINANCIL AND BUSINESS ANALYSIS SKILLS
-My Business Plan Project


BRAND CHALLENGES
• Course Module:
• Between the second years, third years and honours students we form
into groups to replicate an agency structure (+- 8 ppl)
• We are given a ‘real time’ client to serve for the five weeks over which
brand challenges run.
• Each week, we present twice to the panel and our focus is the following:
– Week 1: Agency Identity
– Week 2: Research
– Week 3: Concept
– Week 4: Executions
– Week 5: Dry run and final client presentation


1st Brand Challenge:
Client | RedCap Foundation

Thank You to my group:
Kate Maxwell
Rachel Matthews
Graham Paterson
SJ Vincent
Anne von Beerlere
Corja Le Roux
Byron Dunwoody

17 September 2010 // SpiroCollective // RedCap Foundation

Our Agency:
Name: SpiroCollective
based on the children's’ toy the Spirograph.
This toy includes a outer circular stencil that houses small circular disks used to
draw a series of interconnecting lines and shapes.

Our principles and agency ethos guided and directed our action and response. For
example, we decided that we won’t work with a brand at face-value when the core
needs attention, this proved to be a big influence when working with RedCap
Foundation.


The Brief:
Define the identity for the RedCap Foundation
Create an awareness campaign
target audience: age 16-24, LSM 6-10
Convey Mr Price Group as a good corporate citizen
Improve and increase communication with the target audience

Our Response:

We decided to challenge the brief because of
the Mr Price Group’s


Objectives:
Create awareness for Mr Price Group
as a good corporate citizen
Create sustainable initiatives that Concept: (The campaign idea)

address development aims
while positively addressing
the Mr Price Group impact
Increase internal communication


Executions
back of swing tag

Internal
campaign:
We gave a
Front of swing tag plain white Mr
Price t-shirt
with the side
swing tag
attached and
placed in a
Chinese take-
away box to
the RedCap
team

Internal
campaign: we
gave a book
explaining the
importance of
shifting from
philanthropy to
accountability
and posters
for head office

External
campaign:
facility to train
locals

back of swing tag Front of swing tag

External
campaign:
swing tag to
explain
recycled
material bags
with display
17 September 2010 // SpiroCollective // RedCap Foundation counter

External
campaign:
New and
improved
website as
well as a blog

External
campaign:
Informative
game on
RedCap web
site

Budget:

Description Number of Price per Unit Total (R)
Units (R)
Book 15 247.00 3705.00

Direct Mail 15 102.65 1540.05
Internal Poster 2100 2.60 5460.00

Point of Sale 510 81.00 12 240.00

Aweh Cards 102 000 0.96 97 920.00

Fabric Tags 261 800 1.17 295 000.00
Aweh Poster 1500 13.68 20 520.00
436 385.05


2nd Brand Challenge:
Client | uShaka Marine World

Thank You to my group:
Carrie Wilson
Graham Paterson
Gareth Bargates
Christy Kiggans
Binaca Pleydell-Boubverie
Amy von Burdenbrock
1 Giselder Loubser

OURAGENCY
Name: 8Bit PUG

8 Bit symbolises the concept of retro colour coding. The graphics
displayed are only a variation of eight colours (such as our group size)

PUG stands for gaming term Pick Up Group which describes a group of
players with a balanced repertoire of skills that have united together for the
accomplishment of a certain goal.

Our identity ethos is therefore directed by the fundamental elements of
gaming and game play.

2

THEBRIEF
 Permeate the black market HOWWEANSWEREDTHEBRIEF
 Create awareness for Kid’s World

 Promote concept of ‘new’
BRIEF
 All in the light of new “Unlimited
Fun” tagline.

We aligned our objectives to:
Internally: Improve communication
Externally: Create a participatory culture through a call to action

Challenged targeting the black market:
It is misdirected to target the emerging black market specifically as
it would make better sense to invest efforts in targeting and enticing
people who already have awareness and support.
3

CONCEPT
RESPONSE TO DISCOVER USHAKA

Call to action- Lose yourself in participation
Aimed at:
How:
uShaka staff

Adults

Scholars

4 Kids

EXECUTION:BRANDBIBLE
Internal
campaign:
we updated
uShaka’s brand
bible

6

EXECUTION:EXPLORERCARD
STRATEGY:
Introduced a new financial paradigm as well as improved look and feel to the platinum
pass. We suggested an annual subscription appose to seasonal.

7

EXECUTION:DIRECTMAIL
STRATEGY:
We created a direct mail campaign which included a letter of decree to uShaka from King
Shaka to all existing Platinum Pass holders and customers already listed. The packaged
included a scratch card with a discount to a specific activity.

8

EXECUTION:TRADITIONALMEDIA
STRATEGY:
10 X 10 column ads in the Daily News and Sunday Tribune to introduce the new
Explorer’s Card offering to the public with an introductory offer.

9

EXECUTION:TRADITIONALMEDIA
STRATEGY:
Convert the arch of Tollgate Bridge into a green-wall with live greenery and integrate
explorer cut outs as if in a jungle setting. Inset is a banner informing viewers of the new
Explorer Card offering and directions to uShaka.

Convert the M4 highway bridge into a
3 Dimensional globe, informing
consumers of the new Explorer Card
offering as well as directions to
uShaka.

10

EXECUTION:ALTERNATIVEMEDIA
STRATEGY:
Promotional sleeping masks placed in 3 Cities Group hotels in the surrounding Point area
as well as offered on select incoming domestic flights to Durban on SAA, Nationwide, and
Kulula

11

STRATEGY:
Place stereotyped explorer avatar stickers on bathroom mirrors in shopping malls with
cut-outs where the viewers face is located to encourage the viewer to discover
uShaka.

12

STRATEGY:
Enhance street lamps along the Golden Mile and in and around the greater Durban area
with designs that correlate with the different uShaka sub-brands and compliment the
original shape of the street lamp

13

STRATEGY:
Enhance People Movers OR an introduce an uShaka bus with routes along the
Golden Mile, embarking from or ending at uShaka with a galleon ship design to
encourage the concept of exploration and discovery

14

EXECUTION:INFORMATIONDESIGN

Existing website

Revised website
15

BUDGET
Traditional Media
Brand Bible R156 – 00
Explorer Cards R3,600 – 00
Direct Mail R15,450 – 00
Newspaper Ads R344,435 – 20
Magazine Ad R40,502 – 68
Promotional Media R3,550 – 00

Alternative Media
People Mover R47,100 – 00
Bathroom Mirrors R40,528 – 00
Tollgate Bridge R78,160 – 00
Bridge on M4 Southbound R21,000 – 00
Streetpole Ads R10,250 – 00
Stadium Look-out Point R4,400 – 00
_________________________________________

16 TOTAL: R609,131.88

CREATIVE DEVELOPMENT
PROJECT
Fast Food Packaging Design and Ideation Project

Course Module:
• We were faced with a challenge
– a global fast food chain had approached us seeking ideas for the development of new
packaging.
• We were required to plan and execute an immersion into fast food stores
and gain insight into the broader fast food experience as well as
demonstrate our ability to ideate, execute design thinking and
experience mapping.
• The end result: Solve solutions around the issue of:
– Temperature
– Freshness
– Ease pf eating
– Sustainability


“

”
Thank you to group members:
Suegnet Van Der Spuy
Tyron Randall

How we answered the brief:

_thought model
(inspired by TBWA)

1. What are the conventions
2. How can we disrupt them
3. Create a clear vision

Immersion
_similarities & differences
To understand the conventions that are experience by consumers when coming
into contact with the relative fast food brands in SA, we looked at the
similarities and differences according to the following criteria:

- temperature
- freshness
- ease of eating
- sustainability

Creative process
_brainstorming
(Defer judgment)

To disrupt the conventions surrounding packaging for fast food, we used the
method of brainstorming in order to ideate and innovate how we could change
the fast food packaging experience.

Process:
Listed as many option as possible within a time period
One member ensured we remained on topic
Deferred all judgement

Conventions & Disruptions
_Examples
1. Materials (e.g. Cardboard vs. bagasse/sugar paper)
2. Extras (e.g. Entertainment-toys vs. plantable boxes)
3. Shapes (e.g. Square box vs. all in one circular tower)
4. Colours (e.g. Nandos orange, red, green, beige exterior visual
identity palette vs. branding internally on the packaging)
5. Customer Journey (eg. Drive-through vs. sms system)
6. Delivery (eg. Drop-off vs. helicopter)
7. Consumption (When/where/how? eg. Take-away box vs.
telescope wrap the expands and contracts)
8. Disposal (eg. On site at store bin vs. edible box)

Thin Slice- Vision .1
_temperature _example
- heat to eat/hotbed burger
- incorporates hand warmer tech

Experience map

_freshness _example
- the dome: keeps food fresh by storing it in a
vacuumed dome lined with salt paper to
absorb the humidity (water)

Experience map

_ease of eating _example
- zoom wrap: inspired by the telescope,
where as u eat you can collapse a level of
the packaging for ease of eating.

Experience map

_sustainability _example
-feed the floor burger: inspired by Pangea
Organic seed infused plantable box i.e., the
packaging grows into a tree after disposal.

Experience map

Final Concept
_all in 1 _example
- design- technology used for Orikaso
mug/plate/bowl range

- made from the same card Pangea uses
so that the box is recyclable

- lining of the box has salt paper to
decrease condensation

- take away bag can be lined with foil to
insulate and store the heat of the food

- design on the inside of the box

Final Concept
experience map

_all in 1

FINANCIAL AND BUSINESS
ANALYSIS SKILLS
Our Business Plan
• Course Module:
• Working in groups we were required to develop a business plan based on our own
innovative business idea thereby demonstrating:

– Identifying a real market opportunity that has scalability and reach

– Create a vision and mission for the business.

– Do relevant research to justify the feasibility of the business plan

– Describe the business model and the objectives of the busines

– Plan for the human resources requirement for the business

– Compile an all inclusive budget for the business plan with financial forecasts.


BUSINESS PLAN OF:

STUDENT CROSSING

Thank you to my Group:
Tyron Randall,
Suegnet van der Spy,
Business Plan/ Student Crossing/ 24 Oct 2011

WHO ARE WE?
Partners:
1)Suegnet van der Spy
2)Tyron Randall
Corporate Logo 3)Lanna Breetzke

-Qualification- BA in Brand Building and
Management, specializing in Innovative Brand
Management

4)Carrie Wilson

-Qualification- BA in Creative Brand
Communication, specializing in Multi-Media

Company type:
Closed Corporation

Legal Environment:
The URL: studentcrossing.co.za is available


OUR BUSINESS IDEA
• What:
– Our business idea is to improve the post graduate application process
by better organizing the various company offerings in a more simplified,
instant and complete manner online.

• How:
– By offering the best service through an improved method of researching
for the related graduate program to ensure that the results are tailored
to the users needs.
– We chose to use Best Employers list of affiliated partners as choice in
companies listed

• The Industry
– Definitely subject to growth if we look at the rise in internet adoption rate
over the years 2000 and 2011 is 2,527.4 % in Africa alone


THE PROBLEM
Experience map:
Once students complete
their studies, they fall prey
to a lag period whereby
they battle to find a job and
become complacent which
can results in the “TV
series syndrome.”

Out of desperation, the
student forfeits their
desired career

Our Mission
Our mission is to provide all pre and post graduates with an online, user friendly
database and by doing so we aim to prevent our target market (pre and post
graduates) from falling into the trap of unemployment after completing their studies by
offering them an instant and comparative research tool.

RESEARCH: TARGET MARKET
Type Student population
1 Universities 283,614
2 Comprehensive University 375,962 We have decided that all
3 Universities of Technology 140,122 students are potential
TOTAL 799,690 consumers, (not just
gradates alone) as
Name Student Student Crossings may
population pose as a future goal for
Lowest Rhodes University 6,319 students as early in their
Highest UNISA 262,680 course as first year.

Type Student population
Private College 30,000
Public University 799,690
TOTAL 829,690

THE SOLUTION
Experience map:

The black line shows
the existing experience
a student undergoes
when trying to apply for
a post graduate
program. The research
process is the biggest
‘pain point’.

The red line is where
our business plan
improves the whole
process of researching
for a company as well as
offering application
support.


WEBSITE LAYOUT


HOW DO WE MAKE MONEY?

• Banner Ad at the bottom: • Tab Bar: renting internal pages
– Strategically partner with – The payment scheme: fixed
MWEB cost of R 1000 per month for
– In return they will provide the first year and
our web hosting for free – Next year (consider popularity
for ad space of our site) we will increase this
amount to R 1500 for the
following 6 months thereafter.


• Banner Ad on the • Banner Ad on the right
right hand side hand side
• We will have 6 listing: • We will have 6 listing:

1. Gold partner: • 2-6) Brands within each
Varsity life
category
– Already have an
established – The payment for the first
repertoire with SA year : base fee of R 350
universities which is a fixed cost paid in
– We have the same
January for the whole year
target market – In our second year, (‘page
– Agreements of views’ and ‘popularity’), we
partnership- equal will change the banner fee
publicity on the right to be R100 per
1000 impressions


Main Income- Majority subscription:

Vs.

Inspired by Ebscohosts business model who charge a base fee of $500 and 40 cents
per enrolled participant to library. Depending on how many articles you rent, your price
fluctuates.

We have a set service and will consequently charge a base fee of R 1000 to each
University or College and R 1 per student enrolled per year.

In terms of user accessibility, Ebscohost offers a variety of configuration authentication
types depending on the subscriber.

We have decided to give each institute a set user name as well as password for
authentication.


Minority subscription:

• This service is for concerned parents, business employees looking at re-
entering the market and anyone else who is not studying with a academic
institute.
• We will be offering Cell phone payment as all consumers own a phone.

• A cost of R 20 for a period of 1 week.
• In return for box PAY’s technology and service, they receive an 8%
commission
• box PAY is currently affiliated with the networks service Cell C, Vodacom,
MTN and Virgin Mobile.


FINANCIAL PLAN
Start up Expense Amount
Break-Even Analysis
1 Company Registration R590
2 Travel Budget R12,000 Each partner will borrow from their parents and invest
MWEB line rental and R5,000 into the business as start-up capital which
equates to a total R 20 000. (Start-up capital -
3 service provider R499
expenses = contingencies)
4 MWEB Set up fee R900 Costs: Line rental and Start-up capital
5 Portable internet modem R1,400 R 25988
6 AVG Internet Security R439.99
Our main income is from the education institutes who.
To cover costs, we need as little as 1 university with a
7 Contingencies R4,171 student enrolment number of 25000
Total R20,000
Income: R 1000 + R 25000 = R26000
12 Month Profit and Loss
Projection In order to break even, we would need as little as one
university with a student enrolment rate of over 25000
Income Expense TOTAL to cover expenses.
R546,845 R24,300 R 522,545


DAILY OPERATIONS
April:
Bulk of our managerial
Daily basis: duties- we oversee November:
maintaining our payment from the when Varsity and
Snap Engage pop various primary college life has slowed
up icon and subscribers down, we will approach
communicating with (universities and all our subscriber to
our users college’s). renew their service
with us.

Month to month: August &September:
Duties include managing Period where we
income eg. from box foresee receiving the
PAY’s services as well highest usage rate as it
as ensure we are paying is close to the deadlines
our expenses eg. for the graduate
MWEB phone bill etc. program.


CONCLUSION
• Based on the above research we feel that our business plan of Student
Crossings is a viable option because:

– There is little competition on entering the market
– There is a secure and constant guaranteed target market who will
require our services
– It proves to be a profitable business venture, securing an amount of
plus/minus R 100 000 for each partner based on the figures above, after
the first year.
– Win win for everyone ; Education Institutes offer their students a added
service, companies get advertised and an increased chance for the
most suitable employee and we have support from both parties.


Thank You!

If you would like to view this presentation in your
own time, grab a business card for my online
portfolio address
(www.slideshare.net/Lannabreetzke)

You can also find me on:
slideshare
Facebook
LinkedIn


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