Vancouver Based Clothing Company Integrated Communications Plan


Integrated Communications Plan 2012 Campaign for Vancouver-based Clothing Company

Report :  (Click Link for PDF)


MRKT 4160 Business Development E-Portfolio


There are so many elements to business development, but I believe none is more important than the project our class completed on global culture and business etiquette. The negotiations role play helped us understand the cultural element in conducting business. The effects of globalization will surely allow soon to be graduates to conduct business with another country in the near future. Therefore it was important for students to immerse themselves in both the country they have chosen to represent and the research they have provided.

I believe this research project is the most ideal for my e-portfolio because it demonstrates my understanding of cross cultural business etiquette. This exercise also shows the level of primary and secondary research my team and I had conducted in order to partake in this negotiate process with utmost professionalism.

Throughout the professional sales negotiation process, I was given the opportunity to learn and demonstrate the following essential skills:

  • Creative and critical thinking
    • Analyzing the case provided and the cultural represented by the other party.
    • Adapting to on the spot changes and hurdles during the negotiation process
    • Developing a negotiation “game plan” prior to our meeting
  • Oral Skills
    • Conducting business negotiations in a professional manner
    • Delivering an informational presentation on the culture my team represented
    • Role playing to emphasize certain important elements in our presentation
  • Teamwork
    • Working cohesively while developing our negotiation strategies
    • Building consensus
    • Ability to work under pressure, as teams were only provided a limited amount of time to present and brief the class after the negotiation process.

I believe this exercise has provided me with some practical experience to take to my future employer. This exercise has helped me strengthen my development in understanding global influences and cross cultural business practices that will influence any social and business interaction.

Gary Vaynerchuk: Crush It Book Review

MRKT 3311 Digital Marketing

I recently finished reading Gary Vaynerchuk’s (@garyvee) first book titled “Crush It! Why Now Is The Time To Cash In On Your Passion”.  At  first I was somewhat skeptical about the content based on the title, it felt like I would be reading some self-help  book.  I have to admit I was guilty of the idiom. This book was more about personal branding, online marketing, and impromptu promotional strategies.  He speaks passionately about how people should determine what truly makes them happy and pursue monetizing around it on the internet.

Gary Vaynerchuk built his multi-million dollar business through strategically implementing social media into his branding.  He argues that recent social and technological trends have decreased the cost of producing content online.  He defines the contributing factors of his success to Passion, Knowledge, and Effort.  Gary is masterful in his story telling abilities, and his energy is contagious.  “This is the time we should all live our passion and work the social networking tools to the max.”

As I’ve previously mentioned the topic of personal branding in my last blog, I will share with you what I’ve learnt from Gary’s book. The current business environment no longer seeks out the ordinary.  Staying ahead of the game requires us to establish our digital footprint and ditch the traditional way of conducting business.  Personal branding starts with defining and conveying your passion.  The one idea that you are most passionate about, and most unique to you.  Once you have clearly defined your passion then the interaction and reputation stage begins. (This is the fun part)

By now, we are experienced with social networking, but personal online branding requires a different set of standards.  Let’s begin with lesson #1: Authenticity

  • The online audience can sense BS from a million miles away
  • Genuine authenticity is refreshing
  • Establish a personal relationship with your audience, even if they are a million miles away
  • Speak from the heart, be raw and imperfect
  • Transparency let your audience know your intentions

I can’t stress how important authenticity is.  No one likes to hear sales pitches or endless self-promotions.  Create a bond with other professionals in your field and learn from their perspectives.  Start sharing your passion by choosing several online forums that is best suited to your personality.  Create a blog, vlog, podcast, webinar perhaps.  Be as charismatic as you can be.  Share your personal stories and experiences.

Personal branding is a marathon.  It’ll require hard work and dedication.  Even if you share the same passion with others, you can still differentiate yourself.  Keep staying current, and learn as much as you possibly can. We are all AMBITIOUS and PASSIONATE about something, so get in the game.

Kemp Edmonds- Hootsuite Extraordinaire

BBA Marketing Management, MRKT 3211 Marketing Communication, MRKT 3240 Marketing Info Mgmt, MRKT 3311 Digital Marketing

Fellow BBAMM students were once again treated to another wonderful presentation by a social media expert.  Mr. Kemp Edmonds is an online guru specializing in technology, education, and community.  Kemp Edmonds is currently a Part time Social Media Educator at BCIT, a Legal Internet Consultant at, and Enterprise Training and Client Success Consultant at Hootsuite Media Inc.  Throughout the presentation, Kemp kept the crowd engaged, sharing with us his insights regarding Hootsuite – a Vancouver startup and giving away free Hootsuite swag.  His passion for social media was reflected in his presentation.  He told us to seek out the same level of passion in our own endeavors.  Not only should we become influencers online, but become influencers in our communities.

Social Media and Customer Service

Social media as defined by Kemp is about “generating revenue through solid marketing and stellar customer service, just like it’s been since the beginning of time.”  Just because the channel and delivery has changed does not mean we change the way we conduct business with people.  There is so much potential for businesses and social media.  The obvious difference is the level of reach you can achieve, but successful integration is defined by the VALUE you have created, and the RELATIONSHIP you continue to develop.  Social media allows us to listen, respond, and engage.  Business should continue to focus on customer service and the example Kemp gave regarding the “Hilton” hotels was brilliant.  In brief, Hilton would use Twitter to search for hash tags of their competitors, and if a customer has a question, Hilton reps would be the first to respond to their inquiries.  This strategy helps Hilton in the following ways:

  1. Exceed customer expectation
  2. Positive brand perception
  3. Generates awareness for Hilton brand

Hilton has exceeding customer expectation by going above and beyond to serve the needs of their market.  The company has done an exceptional job making social media a high priority.  In other words Hilton has represented the human aspects on social media.  The business can share information about services and products, but can also incorporate their employees, funny situations, life, etc.

Kemp continued his presentation by expressing several important principles for us to consider.  Businesses should always under promise and over deliver.  This is the simplest formula for success. Expectations are set at a standard in which companies can achieve, but this flexibility allows them to exceed customer expectations.  Kemp also mentioned the 80/20 rule – “The Pareto Rule”, where he defines it as 80% of your efforts should be directed at your product and service, and the remaining 20% should be personalizing your brand.  Kemp reiterated the importance of indicating the VALUE of your product and service rather than over personalizing your brand.  Consumers aren’t interested in how well you “pitch” your brand, but instead in the value they will receive from your product/service.  Don’t ever over-personalize your brand!  It does not make your business seem genuine.  Finally, Kemp recommended that businesses, aspiring entrepreneur and marketers should outline a minimum of 5 ways to create value for your customer and their lifestyle. That’s some food for thought to leave us with to ponder.

Please stay tune for Pt. 2 of Kemp Edmond’s presentation.  There was just so much information he provided us with, I can’t manage to fit it all in one blog.  I have also linked his presentation online from ( ).  There will also be a recording of his presentation available on . Follow their blog for future speakers sessions.

Why Should I Listen to You

MRKT 3240 Marketing Info Mgmt, MRKT 3311 Digital Marketing

When all 3 of your marketing professors tell you how important listening is, you will give them your full attention and “LISTEN”. So, why is listening so important for a brand, company, and organization?  Well, social media monitoring is important for several reasons.

Research & Marketing:

  • Helps brands analyze customer feedback to improve on products and services
  • Helps build awareness, increase new opportunities, focus on your target market
  • Engage and interact with customers

Public Relations & Crisis Management:

  • Protect brand’s image by clarifying
  • Sharing proactive content

Monitor Competitors & Identify influencers:

  • Keep up-to-date on your competitor’s online presence and LEARN
  • Build a long-term relationship with important online influencers (popular bloggers)


As a consumer, social media has helped make corporations more transparent, authentic, accountable, and vibrant.  Every conceivable business no matter the size is now consumer driven.

Customer Perception: WestJet & Southwest airlines

During my 3 days observation of both airlines, I’ve noticed most consumer mentions on Twitter were positive.  This was especially evident for WestJet because of the growing disapproval for Canada’s airline (Air Canada).  Most consumers were discontent with Air Canada’s potential labor issues, customer service, and delays.  This negative sentiment towards Air Canada was highly favorable for WestJet, especially during a Thanksgiving long weekend.  According to social mention, consumer sentiment was at a 3:1 ratio.  User discussion was consistent throughout the weekend and “WestJet” discussion were repeated or re-tweeted.  On average, for every 9 minutes there was a mention about WestJet.  During the 3 days most mentions were neutral (330), to 115 positive mentions and 40 negative mentions.

Southwest airlines had similar sentiment scores at 4:1, but the difference was its online presence and audience’s reach.  This is mainly because Southwest is the biggest airline in the United States based on domestic flights.  They operate more than 3,400 flights a day, therefore increases the likelihood for a consumer to utilize social media and communicate about their experience after a flight.  In comparison to WestJet’s 9mintues/mention, Southwest was mentioned everything 30 seconds.

Listening Tools

Google Alert

This search engine detects and notifies brands of any discussions made on the web.  This tool is not specific to social mentions but also aggregates news, webpages, blogs, and video.  Google Alert also allows users to determine the frequency of checks for new results.

Social Mention

SM is by far the most resourceful application online.  The Social Mention search engine allows for real-time social media search.  It allows users to easily track and measure what people are saying about them.  SM is also an analysis platform that aggregates user-generated content from across the universe and organized into a single stream of information.  SM also provides 4 social media metrics: Strength, Sentiment, Passion, and Reach.

Strength: Likelihood that brand is being discussed                                                           (Phrase Mentions/day / Total Possible Mentions)

Sentiment: Ratio of positive comments to negative                                                               (Positive Comments / Negative Comments)

Passion: Likelihood that individuals talking about your brand will do so repeatedly

Reach: Measure of range of influence  (Unique Authors / Total # of Mentions)


This is a paid online monitoring tool.  Based on my research, this tool is similar to Google Alert but since it is a paid tool, Trackur offers sophisticated tracking and monitoring features.  They offer an array of analytics and insights, not limited to consumer sentiment.  Trackur uses every web metric imaginable, but allows companies to customize their tracking according to what they wish to examine.

Google Alert and Social Mention were both great monitoring tools, not only because of its free price tag but for the user-friendliness of the tool.  Monitoring and listening does not necessarily require a team of social media experts to be successfully integrated.  In my opinion, of the 3 listening tools, Social Mention is by far the most practical free tool.  Larger corporations may elect to pay Trackur for their service if they have utilized all forms of social media.

My Strategy 

If I was competing in the airline industry, customer engagement will be my priority.  Most customers are concerned with the intangible aspects of the industry.  Often times, consumers are unhappy with services unrelated to the airline (airport delays, security checks, weather), but this offers airlines to step up and reassure consumers that our “brand” is here to help.  Real time monitoring will allow my airline to consistently communicate with my consumers.  This real-time strategy is similar to how telecommunication companies communicate with their consumers whenever a customer has an inquiry.

Sources for @westjet and @southwestair