Sharpie Proposal LetterPosted: February 8, 2012
My name is Jacklyn Citero and I am currently a graduate student at the Grady College of the University of Georgia. I am a graduate from Clemson University with a bachelor’s degree in Communication Studies.
This semester I have the opportunity to partake in a graduate level class named Big Data seminar within the New Media Institute housed within Grady at UGA. Our main objective is to develop innovative and efficient ways to personally connect corporations with their consumer via the utilization of consumer data already present online and on social networking sites such as Facebook. The focus of this research will involve the use of Facebook’s Opengraph design in order to gather user data, which site users have voluntarily made readily available through this social networking site, and connect product with consumer on a more individual level.
Newell Rubbermaid and more specifically Sharpie is one of those corporations and brands that would benefit from this technological use of Opengraph and big data. Not only has the brand and name “Sharpie” been used to represent Sharpie products, but over the years this label has developed into an omnipresent generic term of almost any and every permanent marker and highlighter. The Sharpie brand has a following and customer loyalty unlike any other marker brand on the market. With the last Sharpie campaign of “Start Something,” the use of social media reflected Sharpie’s awareness of product users and their uniqueness, individuality, and creative uses for the iconic marker. The use of the Opengraph would allow Newell Rubbermaid to take Sharpie and the “Start Something” campaign to the next step by continuing that one-to-one experience by allowing the consumer to feel that Sharpie, as a company, really gets THEM.
For example, these deeper relationships between company and consumer will develop through the use of an application that will be able to decipher data of the user currently present on Facebook and be able to collect vital information such as occupation (“teacher,” “artist,” “student,” etc) and key terms used in status and posts (“project,” “studying,” “artwork,” “crafts,” etc) that Sharpie can then make product and creative suggestions based on an individual user basis. This would provide Sharpie consumers with a sense of brand connectiveness. For Newell Rubbermaid, Sharpie is a household name and the product speaks for itself. The goal of this technological exploration for Newell Rubbermaid would be to exert that sentiment that “Sharpie knows you”.
As a client, I will devote anywhere from 6 to 15 hours a week on designing this application. In return, I would need a commitment of an introductory phone conversation, and agreement to at most 5 emails over the course of the next 2 months, and finally, a commitment to attend Big Data seminar’s Show Off at the New Media Institute at theUniversityofGeorgiaon May 5, 2012. At the Show Off you will be presented with my final proposal. Thank you for taking the time to read my idea as well as your willingness to participate in this overall learning experience. I look forward to hearing from you and working with you in the near future.
Jacklyn Christine Citero