basic company information
| christina rodriguez
O N NO T EXT I LE S
ONNO SERVICES:
Textiles resides in Boulder,
Colorado and since 1992, has been manufacturing cotton-based products for some of America’s largest companies, such as Nike,
Pepsi and Speedo. However, the more they learned about problems with conventional cotton, the more reserved they became. Growing conventional cotton causes harm to people, wildlife and the environment. Since then they have moved away from conventional cotton to organic t-shirts in order to renew their passion about thier products.
They desire to focus on making high-quality, sustainable, and eco-friendly materials for everyone. onno green america approved
TARGET MARKET: personality profile: jason, 20, college student
Jason is a young college student who has recently become interested in organic and recycable materials after watching the film
“An Inconveniant Truth”. Jason desires to live a new and beneficial lifestyle that is environmentally conscious with a minimum wage.
official marking for authentification
ABOUT ONNO:
is a small, limited textile company that focuses on producing high-quality t-shirts made from 100% all-natural materials. onno’s shirts are made with sustainable fibers such as bamboo, hemp and organic cotton. By using high quality materials, their shirts feel like silk but are very durable. onno manufactures apparel overseas and have worked hard to ensure their partners provide a good workplace for all employees. Overseas factories are third party audited using the bsci (Business Social Compliance Initiative) monitoring system, which is based on the labor standards of the International Labor Organization. onno environmental partner in busniess
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O N NO PO SIT I O N S
target markets p osition :
C l i e n t s h ave se e n t h e m as a c o n fid e n t b u sniess t h a t p ro v id e s var io u s p o sit ive b e n e fit s b y b u y i n g t he ir p ro d u c t an d vie w t h e c o mp an y a s a re l i a b l e s u p p l ie r, h o we ve r, t h e y h ave l imit e d c h o i ce s i n b o t h c lo t h in g st yle s an d c o lo r s. They h a v e n o t h e ard o f t h is su p p l ie r as mu c h as t heir c o m p e t it o r s an d d e sire t o se e re al c amp aign a t t e m p t s o f su c h a st ro n g an d p o sit ive p ro duct.
com pan y p osition :
C l i e n t s e e s t h e mse lve s an d mo d e r n , fo c u sed on e n v iro n m e n t al b e n e fit s, re sp o n sib le in o rd ers a nd e m a ils , a s we l l as yo u t h fo c u se d . Th e y e x p ress c o n f id e n c e , in t h e ir p ro d u c t , d e t e r min at io n for t h e ir m is sio n o f sp re ad in g o rg an ic - p u rc h ased in f lu e n ce s, as we l l as c o n fid e n c e in t h e ir b usiness.
d esire d p osition :
T h e c o m pan y n e e d s t o b e mo re fo c u se d o n a d v e r t is i ng t h e ir p ro d u c t , t h e n ame o f t h e ir b u s n i e s s an d t h e b e n e fit s o f su c h . Th e y h ave t he p ro d u ct a s we l l as t h e re so u rc e s h o we ve r t hey do n o t t a k e ad van t ag e o f t h e man y c amp aig n o p p ro t u nit ie s t h at are availab le t o t h e m. I t seems t h e y d e s i re fo r t h e we b sit e t o b e t h e o n ly resource, h o w e v e r, in o rd e r t o g e t at t e n t io n , t h e y n e ed to d e m a n d at t e n t io n .
Yeah, but will I like your organic t-shirts?
Oh yes. In fact, that’s what you’ll say when you touch our shirts.
Seriously. ONNO uses the highest quality raw materials we can get our hands on and we have a unique method of making shirts. onno textiles
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B ENEF ITS
1. ONNO manufactures apparel overseas. We’ve worked hard to ensure our partners in manufacturing share our values and provide a good workplace for all employees. We place an emphasis on working with people we trust. Overseas factories are third party audited using the BSCI (Business Social Compliance Initiative) monitoring system, which is based on the labor standards of the International Labor Organization (ILO).
2. We buy carbon offsets to balance the harm we do by transporting our shirts from here to there. We move raw materials and finished product all over the globe. This is bad because carbon dioxide emissions from burning fossil fuels (from boats, trains, and trucks) is polluting and changing the Earth’s climate. To balance the harm we’re doing by moving materials from here to there, we purchase carbon offsets. We chose
CarbonFund because they are a non-profit, and they are third part audited. CarbonFund can offset one metric ton of carbon dioxide for $10.00.
3. Nothing says tough like bamboo clothing. It’s made from one of the strongest materials in the world. It’s as tough as Tom
Brady’s throwing arm and ladies don’t pretend like you haven’t checked that out. I have. Tasty.
And guys it’s not gay to check out another man’s arms, just don’t let him catch you doing it.
While your shirt may not have a lot of flavor, bamboo clothing does make the mouth water.
The touch and feel of bamboo clothing is sensual, a chocolate fountain pouring down over your skin, liquid.
4. Industrial hemp is also a grass and grows like a weed, because it is one. Like bamboo, it doesn’t need any help to thrive. It has no need for pesticides or insecticides, and it grows on rain water. Like bamboo, it offers superior performance compared to cotton: hemp fibers are more durable, provide better UV protection and wick moisture. (Please note that industrial hemp differs from its illegal cousin, marijuana, in that it contains almost no
THC, the substance that gets
you high). Until the late 1930s, hemp was widely grown and was America’s fiber of choice.
Popular Mechanics, in February
1937, predicted hemp would be the world’s first “Billion Dollar Crop” that would support thousands of jobs and provide a vast array of consumer products from dynamite to plastics.
Hemp is technically superior to cotton for fabric, trees for paper, and corn for biofuel.
5. Cotton and water. The two usually go hand in hand but organic cotton is usually rain-fed, not irrigated, so it uses a lot less water. Organic cotton, as you probably know, is grown without the use of pesticides and insecticides. How is this done? Farmers use composted manures and cover-crops to replace synthetic fertilizers. Innovative weeding strategies are used instead of herbicides. Beneficial insects and trap-crops are used to control pests. Nature’s frost and water inducement prepare plants for harvest, instead of using toxic defoliants. We like organic cotton. basic company research
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Q& A
Are you selling a product, a service, an image/brand or an issue?
ONNO Textiles is selling a product that focuses on environmental benefits for environmentally conscious people. The product is 100% organic and they provide three different types of shirts: Kid t-shirts, and male and female t-shirts and long sleeves. ONNO provides 16 different sizes for each gender and provides 7 different colors total, available for each shirt. What message/story are you trying to communicate about the client and why?
ONNO’s mission is to provide the environmentalist community with durable, comfortable, and high quality clothing that truly makes a difference in the amount of wasteful products that are typically used in normal clothing.
The desire of the company is to spread the word about the benifits of using such products inorder to make a difference in the world by diminishing the use of inorganic products.
Who needs to know this information and why? Is there more than one impor tant target market? Prioritize.
People who desire a more eco-friendly product and or lifestyle whould know about the available products of such desires. Those who desire such a lifestyle can further improve their efforts by buying the clothing and making a difference in the world.
1. Young adults Ages 18-25
2 Children with parents who have such an interest Ages 6-12
3. Older folk Ages 27 and older
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Q& A
What does your audience already know about your product? What do they need to know that makes it unique from others?
The audience is aware that the company makes organic cloting that maintains a sustainable resource. However, what makes this company different is that the company also provdes a special, bamboo-based, and hemp-based product that not many American states have even attempted to market.
What is the single most impor tant/unique benefit of your product after seeing an ad or campaign? The primary benifit for the audience?
The most unique benefit of my product is the hemp and bamboo clothing option. The primary benefit of for audience is the opprotunity to save un-renewable resources that are often used throughout the world.
How do you expect the audience to respond to this campaign? What are they to do?
I expect the audience to react positivevly to the campaign after being informed of their opprotunity to help the environment and wear all-organic, high-quality clothing. I expect them to want to spread the name and mission of the company as well as the benifts of purchasing and wearing such a product.
What locations and T V programs should this campaign be placed in or connected to and why?
The company should focus its campaigns in advertisements for college students and highscools, marketing such in either fliers on school campuses, young, teen magazines, and connected to TV programs that focus on natural farming, eco-friendly lightbulbs, and water-conserving commercials.
By doing this, they will reach their target audience by age range, and be categorized with environmental opprotunities on television. basic company research
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Q& A
What appropriate tone or style of writing should be used and why?
A young, modern and informative tone should be included in each of their advertisments. By doing this, they will appeal to their young target audience and grab the attention of on lookers by providing the information of their reasons for using such beneficial and sustainable materials for clothing. By doing so, they will persuade their audience to further explore the benefits of various organic materials and the availability of such.
Who are your competitors? What strategic/visual approach is the competition taking? How will you avoid creating the same look/style/approach for your client?
The company has two main competitors, Indigenous Clothing, and Blue
Canoe Organics. Both have a strong advantage as they offer various types of clothing ranges, such as socks, pants, dresses, even jackets. The advertise by small internet entries and high class magazine spots through modern designs. The approach that will be ncessary to for this company is to create a new, clean, and fashionable advertisement that will appeal to the target audience and provide various images of different people wearing the product.
By emphasizing the use of hemp and bamboo in their clothing, the company will have a uniqe product that many people have not seen before.
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Alp habeti c al List
A.
Approachable
Affordable
Admirable
Applicable
Amendable
Accessible
Adaptable
Available
Amicable
Ardent
Avid
Adoring
Arranged
B.
Blissful
Believable
Blasé
Bouncy
Beautiful
Bountiful
Benevolent
Business-like
Blithe
C.
Colorful
Confident
Committed
Certified
Creative
Candid
Capable
Cool
Courteous
Calm
Care-free
Collected
Consistent
D.
Devoted
Dedicated
Direct
Down-to-Earth
Dexterous
Daring
Dodging
Delightful
Deep
Dapper
Diverse
E.
Experienced
Enthusiastic
Energetic
Excited
Experienced
Easy-going
Effective
Enduring
Ecstatic
Earnest
Environmental
Expert
Even-tempered
Extrovert
F.
Flexible
Focused
Flamboyant
Friendly
Fun
Faithful
Fertile
Funny
Fashionable
Form-fitting
Feminine
G.
Glitzy
Good
Great
Genuine
Gifted
Genial
Glorified
Generous
General
Good-humored
H.
Honest
Helpful
Happy
Hearty
Humble
Hospitable basic company research
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Alp habeti c al List
High-Quality
Heart-felt
Hot
Hard-working
I.
Impassioned
Imaginative
Innovative
Inventive
Immaculate
Informative
Impartial
Informed
Ide acentric
Initiative
J.
Joyful
Jolly
Jovial
Jocund
Judicious
K.
Knowledgeable
Kind
Keen
Kindhearted
L.
Loud
Limited
Loyal
Likable
Leisure-like
Logical
Liberal
Lively
Lady-like
Lovable
M.
Mindful
Meaningful
Modern
Masculine
Magical
Memorable
Munificent
Magnanimous
Mixture
Merry
N.
Natural
Nice
Neat
New
Nimble
Novelty
Neutral-toned
O.
Open
Organic
Open-minded
Original
Orderly
Outgoing
Outward
Outbound
Optional
Opportunistic
Ordered
P.
Passionate
Pleasing
Picky
Peculiar
Professional
Positive
Practiced
Proficient
Pleasant
Purposeful
Pioneering
Primed
Peaceful
Q.
Qualified
Quick
R.
Robust
Realistic
Resourceful
Real
Ripe
Relatable
Risk-takers
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a lp h abetica l l ist
S.
Sensible
Smart
Straightforward
Suitable
Sociable
Specific
Specialized
Steadfast
Sincere
Strong
Small
Simple
Sprightly
Self-assured
Skillful
Self-reliant
T.
Truthful
Thoughtful
Talented
Talkative
Top-notch
Thorough
U.
User-Friendly
Understandable
Unswerving
Unpretentious
Unique
Unusual
Unassuming
Unreserved
Unbiased
Updated
V.
Variety
Valid
Vigorous
Vivacious
Variety
Vibrant
W.
Whole-hearted
White
Weird
Warm
Welcoming
Well-informed
Wise
Willing
Willed
Wishful
Y.
Young
Youthful
Z.
Zen
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F UNCT IONS
1. Organic
2. Renewable
3. Resourcful
4. Fashionable
5. Durable
6. High-Quality Materials
7. Natural
8. Economic
9. Vibrant
10. Soft
1. Dependable
2. Friendly
3. Approachable
4. Confident
5. Sensible
6. Passionate
7. Committed
8. Creative
9. Care-free
10. Skillful
1. Bird : Care-free, Small
2. Rock : Confident, Strong,
Determined
3. Lion : Passionate,
Hard-working
4. Sun : Dependable,
Renewable, Un-wastful
5. Bamboo : Strong, durable,
Fast-growing
6. Labrador: Friendly,
Approachable
7. Grass : Eco-friendly, Green,
Likable
8. Wind : Freedom of actions and thought
9. Tree : Full of resources
10. Blue : Pure, Calm,
Passionate, Business-like and Approachable
1. Jennifer Lawrence :
Confident, Small, Colorful,
Talented, Honest
2. David Spade : Professional,
Determined, Charismatic
3. Chris Farley : Classic, Worldy,
Positive, Fun
4. The Rock : Durable, Strong,
Looks-soft and velvent like
5. Emma Watson : Talented,
Confident, Straight-to-the-point
6. Meryl Streep : Skillful, Artistic,
Experienced
7. Anne Hathaway : Modern,
Opprotunistic, Suprising, Pretty,
Simple
8. Eddie Murphy : Funny, Thin,
Confident
9. Sandra Bullock : Strong,
Confident, Experienced
10. Steve Carell : Funny,
Approachable, Multi-talented, Experinced, Heart-felt, good-natured, Humble
1. Experienced
2. Approachable
3. Committed
4. Resourcful
5. Care-free
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