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Done By: Ayesha Alseri U2525893

IKEA Reuse Furniture

Table of ContentsExecutive Summary 3

New Release 4

Photo opportunity Sheet 5

Photo Elicitation Research 6

Client AD 7

Conduct Research 8

Client Brochure 10

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Executive Summary

Prepare for: Pernille Andrews, IKEA StoreBy: Ayesha Alawi Alseri, PR consultant

Mr. Pernille Andrews, President is of IKEA store in Abu Dhabi is looking to implement reduce the amount of annually waste produced in Abu Dhabi, include a huge percentage of furniture items which are thrown away. And IKEA’s customers contribute on this massive problem by throwing their IKEA’s furniture. Fortunately, IKEA is in a position to easily reduce this problem by re-used their old furniture and on the same way help the low incomes people to buy it.

IKEA offers a new service in Yas Island IKEA store in Abu Dhabi. In this service customers will donate their IKEA furniture and get a percentage of money as a reward for donate it. Then we sell it again to make this furniture available in a lower cost for needy people throughout Emirates. This service will prevent re-usable materials going to waste and help thousands of people create and maintain a decent also safe home environment.

This services targeted both genders men and women especially households who are between 25 to 60 years old.

Through our primary and secondary research we have found that our demographic do not care about low incomes people in UAE and the environment waste. So it is important to emphasize the importance of save the environment and help people. This service will be beneficial for all customers and also the environment

The tactics in our campaign will use new release, photo opportunity sheet, an ad, and brochure. The new release will add it in the national news twice a month, the first week and the last week for each month especially on the weekend. The ad will put in magazines and in the campaign Facebook and Twitter pages. Also the brochure will be available with the IKEA catalog in UAE. This will include a strong communication advertisement plan, as the primary target audience are women with families, so we will be advertising this service in local newspaper ads, women magazines such as Zahrat Al Khalij, Kul Al Usra, TV and radio.

This concentrated effort will create awareness and lead to a large number of IKEA’s customers. And will give me a great opportunity to work with IKEA on this side even if it’s a small change but it can make huge differences in our society. All of us should cooperation and come to this store, look at the new services and offers.

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New ReleaseTO: PeterMReporter@thenational.com Subject: IKEA opens a new service FOR IMMEDIATE RELEASE

Re-Used IKEA’s Furniture Service

(UAE, ABU DHABI), April 4, 2011– A new service is now offered by IKEA in Abu Dhabi to sell old reused furniture. It prevents reused materials from going to waste and helps people in need to buy good quality IKEA furniture for the lowest costs. If anyone has some old IKEA furniture that they want to get rid of, IKEA offers the easiest solution: donate the old furniture back to IKEA and by doing so, their own furniture will be able to find a new life in a new home.Any UAE residents can bring their used IKEA items such as bedroom and dining room furniture tables, carpets and even mirrors, anything that is in a good condition or even in a little bad condition and we will renew it to be more attractive and probably as the new IKEA stylish furniture. Mr. Smith, the organizer for this service said, “We will repair, restore, refinish, and renew the pieces of furniture to be in a good quality to sell it again at lower cost. It will be available to low income people as it will sell at affordable prices”.

The service will not only benefit the buyers but also the donators. They will get a percentage of money as rewards to have the opportunity to buy new furniture from IKEA stores. So every piece of furniture in our shop is staged amongst others to creative and resourceful design.

IKEA is an international home products company and the world’s largest furniture retailer that designs and sells stylish furniture, appliances and home accessories. Their main goal is to always seek to satisfy the needs of customers. To find more about the service visit: www.IKEA.com

For more information feel free to contact: Aisha AlseriU2525893PR Consultanta.a.alseri@gmail.com

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IKEA Store234 Collections Yas Island, AD

009712/8534576

Photo opportunity SheetFOR IMMEDIATE RELEASE For More Information Contact:April 12, 2011 Ayesha Alawi

PR Consultant Phone: 009712-4452610a-alawi@IKEAworkers.com

IKEA furniture event

A large exhibition contains a lot of reuse IKEA furniture in a good condition that will be selling. On the other side they will be a lecture that giving about the importance of saving the environment. Not only this, but also different activates for children and special offers.

What: This is event will promote the new service, “Re-used IKEA furniture”, beginning on April 20. It is also a great opportunity for all Emiratis residents to contribute with their items and help the poor families in need.

Who: Mr. Pernille Andrews, the president of IKEA in Abu Dhabi, Mr. Obaib Al Matroushi, the general manager of Ministry Of Environment and Water in Abu Dhabi.

Where: Yas Island IKEA store, in Abu Dhabi.

When: The IKEA re-used furniture ceremony will be at 5 p.m. on April 22, 2011.

Why: It will help other people in the community. We want all Emiratis residents to be aware about this service. Our guests will discuss the importance and increase awareness in saving the environment by not throwing way old furniture. The service will have a powerful and positivity impact on the lives of needy.

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Photo Elicitation researchIn this research my target audience was young adults, so I tried to ask some

youth from different countries, because I want to find the differences in perspectives, so two of them from America, and the other three from Arab countries. I choose the picture that I added in the ad according to these participants. Fatima’s point of view was, “He is angry because he could be playing rather than doing work”. Many people prefer to spend long time with their friends, chatting, and playing with them. However, books can be our close friends and we enjoy our time with it. So from here the idea of enjoying reading comes from. In addition, the name of the campaign is (read together, one book one community) which came from this quote “He hides something from showing it to other people”. Before I did this research I have my own expectations. However, some of the interviewer’s perspective I didn’t thought about it. For example one friend said, “This is what teachers do when student are doing exams” and “Their boss rise their salaries”. These two are the funniest and I didn’t expect it. Furthermore, I didn’t face any difficulties just in choosing the pictures and come up with the whole theme and idea, but I enjoyed it.

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What feelings do you think this image is expressing

What feelings do you think this image is expressing

What feelings do you think this image is expressing

Anger Tired and stressed out Happiness and joy

Fear Exhausted  Freedom

Shame Overworking Happy The boy eat or hide something Have a happy dreams Joy and happiness Innocence of childhood Like it Disapproval

What story do you think this image might be telling

What story do you think this image might be telling

What story do you think this image might be telling

An angry boy made to do something he

doesn't want does. He is forced to do his

work. But he is angry because he could be

playing rather then doing work.

Tired from working hard and trying to

figure out how to complete his work. 

Adult’s teachers trying to escape the

reality of hardships that comes when being

adults.

The person taking the picture asked the boy

to read but the boy can't read.

The boy should be working but he is too

tired to do anything. So he came to his work

but quickly fell asleep at his desk.

This is what teachers do when students are doing exams.

He hides something from showing it to other people

Suddenly sleeping without believe where I am

Play with each other without boarders

He read one book and he forgot that he should read all the other books

She passed a hard day, so suddenly he slept Their boss rise their salaries

A mother took a picture of his son, so he saw her and smile

She has a really beneficial and hard work so she do it until she slept

Workers play in their work time, seems that their boss not care about them

What 3 words would you use to describe this image

What 3 words would you use to describe this image

What 3 words would you use to describe this image

Force, unhappy, and stubbornSad, thoughtful, and overwhelmed Immature, unreal, and fun

Anxiety, shy, and trembling Rest, tried, and clean office Carefree, innocent and happy

Dangerous, shame, just me Tired, need to rest, and lots of stuff Play, happiness, and have funA boy love reading A man sleep in his workplace Smile in all the faces

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