Archive for December, 2010


Bags and napkins have arrived in the mail!

The three tiffin boxes that I ordered, however, have not.

Thesis writing and presentation creating have been sucking away my time and sleep. I am hoping to finish a rough draft of my thesis by Monday, for I fly to Peru on Wed for the entirety of break (plus a few days). While in Peru I will be reading, sketching, and observing… WHEN I am not dancing, exploring Machu Pichu , and visiting the family I stayed with two years ago in Chinchero- that is.

I will take this time to read up on Information architecture, make a decision on logos and printing techniques, and develop a marketing message. I will continue developing the web wire frames and edit my thesis!


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The campaign

I have started exploring what direction I would like to go in with regards to the marketing campaign.

It will be integrated and will include both traditional and digital.

Traditional will include the logo, business card, fliers, ads for the bikes and bike crates, as well as “uniforms” for the bike delivery service, and the design of the tags that will be delivered with the food.

Digital will include a website, a simple flash banner, a mobile application, and a number of further digital “pitches” of where SPOKEnSPOON could exist in digital space.

A huge draw of SPOKEnSPOON is how beneficial it is to the local economy, to your health, and the health of the planet. These are topics that need to be stressed throughout the marketing of it, and therefore I have begun doing serious (further) research into the impacts of ordering from SPOKEnSPOON would have. A few important finds:

-David Boyle (Author and New Economics Foundation researcher), “Money is like blood. It needs to keep moving around to keep the economy going. At big supermarkets, non locally owned retailers or online retailers it flows out like a wound.”

-Farmers markets enable farmers to keep 80-90 cents of each dollar spend by consumer’s

-Farmers are earning less producing crops these days than they did in 1969 even though American farmers have almost doubled in productivity over the past four decades.

-If consumers shifted 1% of their purchasing power to buy locally grown products farmers would see a gain of 5% in their income

While retail food prices rose 2.4% from 1996 to 1997, farmers received 4.4% less for the food they produced

-In the US a wheat farmer can expect about 6 cents on each dollar spent on a loaf of bread

Breakfast cereals, which contain about 3600 kcal of food energy per kilogram, require on average 15,675 kcal/kg to process and prepare. A 12-ounce can of diet soda requires a total of 2200 kcal to produce (over 70% of which goes toward the aluminum can) and may provide only 1 kcal in food energy.


The latest data from the Center for Disease Control and Prevention estimates that 76 million people are sickened, 325,000 are hospitalized, and 5,000 die annually from food poisonings in the U.S

-The number of overweight american adults rose from 25.4% to 34.9%, 7.6%-13.7% among kids ages 6-11 and 5.7%-11.5% among adolescents (1980-1988) (Data from the National health and nutrition examination surveys)

-60% of males and 46% females 20 years and older were overweight in 1994-1996 (based on BMI- BMI over 25 is overweight, over 30 is obese)

food trends

-Away-from-home meals and snacks accounted for 46% of the U.S. food bill in 1997, up from 38% in 1977


-between production and transportation, growing 10% more produce for local consumption in iowa would result in an annual savings ranging from 280,000-346,000 gallons of fuel and an annual reduction in co2 emissions ranging from 6.7 to 7.9 million pounds (2)

-Inventory of the USDA reports that 1.9 billion tons of soil eroded from U.S. land in 1997, 0.84 billion from wind and 1.06 billion from sheet and rill (caused by water)[73]. The magnitude of this number is nearly impossible to grasp: if one were to load the 1.9 billion tons of soil into freight cars at their rated loading capacity, the resulting train would encircle the planet about 7 times- USA ALONE in one year. (Heller)

-Even with a tenfold increase in insecticide use from 1945 to 1989, total crop losses from insect damage have nearly doubled from 7% to 13%[


-Heller, Martin C., and Gregory A. Keoleian. “Life Cycle-Based Sustainability Indicators for Assessment of the U.S. Food System.” Ann Arbor, MI: Center for Sustainable Systems, University of Michigan, 2000: 42.

REALLY early Sketches- just getting things out:

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After developing my personas based on my target, I went in to creating scenarios for each individual. This increases my understanding ot the system and how the user interacts with it. For each individaul, I looked at three scenarios focusing on the actions of the user and the machine. Then I moved into drawing out the userflows for the scenarios based on simple screen shots of how the website may look.

I am working with a simple design with a mix of images and text. I am currently working on the content that the site will hold, as well as the design of the pages.

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What I have been looking at Digital marketing wise:







I have also been reading “On Demand Brand” which was published in 2010 and is extremely up to date and relevant to these topics.

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Thinking about how the information will be displayed in terms of business cards, on the paper bags, and in other printed fashion. I don’t plan to use red- although am thinking about printing with the risograph (thanks to Ben English), and am therefore, experimenting.

I spent this week working further on the website. I finally finished all the userflows and got a much better sense of the features my site will need. I began wire framing, as well.

Today I spent the morning working on my thesis. I did a thirty minute free write, and worked on my rough draft. I printed both and am in the process of reviewing and editing. I spent the afternoon learning about how to make successful integrated marketing campaigns. This information will guide my next steps of the campaign itself. This will include traditional print, traditional digital, and hopefully (if not just mockups) some social media marketing. I would like to at least sketch out and mock up some ideas for how and where SPOKEnSPOON could exist in the digital world, and my class “Digital Marketing” is helping me with that.

This weekend I will be working on my thesis, letter pressing, continuing to work on these graphics that can be printed with the risograph, and continuing my research on the impact buying lunch from SPOKEnSPOON has on one’s body, the planet, and the local economy.

I have already been looking into this and a number of studies show that of a 100 dollar purchase to a big box store, 14 dollars stays in the local economy. This is compared to the 45 dollars that goes back into the local economy when that same 100 dollars is spent at a local business. If this seems dramatic, that’s because it is. When you spend a dollar at the farmers market 80-90 cents of that dollar goes to the farm. This is due to the lack of processors, distributors, packaging, and truckers who would otherwise need a cut from that dollar you spent.

Luck for Ann Arborites, it just so happens that Buy Local Week starts TODAY. So get off your internet shopping sites and walk downtown. For more information check out Think Local First. Also, keep your eyes out for their new video featuring Eat.

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