Pictures of the Year International Client Presentation

TEAM CHROMATIC

Pictures of the Year International

MEET THE TEAM

Erin Fuchsen

Dani Chronister

Bao Deng

Clayton Hotze

Liza Poskin

Kirsten Dickherber

Emily Klaus

TEAM CHROMATIC

Pictures of the Year International

our challengeIdentify perception among current audience, reposition brand and attract new participants

Secondary Research

Client

Born in 1944 as “First Annual Fifty-Print Exhibition”

Lacking social presence and authoritative voice

Consumer

Content consumers are photography enthusiasts, students and researchers who do not submit their work to the competition

Consumer

Content providers are photographers who submit their work to the competition

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Primary Research

Demographics

Demographics

Value

Job Opportunities

Professional Recognition

Community Awareness

Digital Presence

#19

Social Presence

74% 45%

our goalPosition POYi as the premiere global photo

competition by expanding digital presence to gain exposure, build relationships, and drive

online engagement

Target Audience

“SOCIAL FREELANCERS”

EMPOWERING THE WORLD’S GREATEST PHOTOGRAPHERS TO

MAKE THEIR STORIES KNOWN

THE BIG IDEA

Brand Personality

Brand Personality

Erudite

Transparent

er·u·dite ☻ /ˈer(y)əˌdīt/ adjective

1. Having or showing great knowledge or learning; sophisticated; scholarly

trans·par·ent ☻ transˈperənt/adjective

1. Easy to perceive; honest; open

Reverentrev·er·ent ☻ ˈrev(ə)rənt/

adjective1. Feeling or showing respect; devoted

Strategies

Organic Posts

reach 15-20% of fans

free posts

Paid Posts

promoted or sponsored posts

promote Facebook posts for 28 day span during submission

window

77%

Survey Responses

65%

Social Media Calendar

Social Media Intern

Organic Search

Paid Search

StumbleUpon PAID DISCOVERY

Display Network

Email Marketing DIGITAL POSTCARDS

Front Back

Posters

Content Marketing WEBCAST WORKSHOP

Content Marketing POYi BLOG

Guest Blogger

“Johnathan Roberts”, Social FreelancerPOYi Blogpost5/12/15 A City Divided. Today I walked out of the familiar airport and into the middle of fall, a beautifully crisp 60 degrees and partly sunny—so naturally everyone donned puffer coats and wool hats. I guess the travel books I never read were right when they said the city comes alive in summer. This is not their summer, as noted by looks just short of terror as the wind came barreling through the pick-up zone and feathering the dark hair of everyone around me.

In the first day after moving to Buenos Aires, the thing that lends itself most prominently to my memory is that of the protesting. Protests everywhere. Protests about the economy. Protests about Cristina Kirchner, their president. I don’t think I’ve seen more than two protests in my life in the United States. The second thing proved the degree of homelessness and striking poverty in the country. Men and women sleeping on unfolded cardboard boxes outside banks in the financial district, sitting in front of coffee shop windows where patrons sip 50 peso cappuccinos. Hundreds of homeless people reside in Recoleta, a neighborhood socioeconomically equivalent to the Upper East Side in New York City. Every person I approached proved reluctant for me to take his or her photo. Within 24 hours, I learned that Portenos, or the city-dwelling Argentineans, are dubious people. I’m not sure whether this reluctance stems from fact that I’m clearly not Argentinean, or the fact that I’m a stranger.

Either way, the photos that I have taken prove pretty morose. I guess if I’m documenting my time as a photographer telling the story of a once thriving economy fallen from grace, I’m not going to have the most upbeat stories to share. I do feel the stories I uncover here will prove indispensable to open up a discussion about class inequalities around the world. As a first time POYi entrant, I hope my photos can educate the world on the social and economic plights occurring in South America. I already know this city has so many stories to tell. Until next time,Johnathan

Budget

Measurements

Facebook

Twitter

Instagram

Klout

Google

CONCLUSION

Q&A