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IKEA Reuse Furniture
Done By: Ayesha Alseri
U2525893
Table of Contents
Executive Summary ...................................................................................3
New Release ...............................................................................................4
Photo opportunity Sheet..............................................................................5
Photo Elicitation Research ..........................................................................6
Client AD ....................................................................................................7
Conduct Research ......................................................................................8
Client Brochure ........................................................................................10
2
Executive Summary
Prepare for: Pernille Andrews, IKEA Store
By: 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.
3
New Release
TO: 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 Alseri
U2525893
PR Consultant
a.a.alseri@gmail.com
###
4
IKEA Store
234 Collections
Yas Island, AD
009712/8534576
Photo opportunity Sheet
FOR IMMEDIATE RELEASE
April 12, 2011
For More Information Contact:
Ayesha Alawi
PR Consultant
Phone: 009712-4452610
a-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.
###
5
Photo Elicitation research
In 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
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What feelings do you think this image is
expressing
Anger
Tired and stressed out
Happiness and joy
Fear
Exhausted
Freedom
Shame
The boy eat or hide something
Innocence of childhood
Overworking
Have a happy dreams
Like it
Happy
Joy and happiness
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
Tired from working hard and trying to
Adult’s teachers trying to escape the
doesn't want does. He is forced to do his
figure out how to complete his work.
reality of hardships that comes when being
work. But he is angry because he could be
adults.
playing rather then doing work.
The person taking the picture asked the boy The boy should be working but he is too
to read but the boy can't read.
This is what teachers do when students are
doing exams.
tired to do anything. So he came to his work
but quickly fell asleep at his desk.
He hides something from showing it to
other people
He read one book and he forgot that he
Suddenly sleeping without believe where I
am
She passed a hard day, so suddenly he slept
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Play with each other without boarders
Their boss rise their salaries
should read all the other books
A mother took a picture of his son, so he
saw her and smile
What 3 words would you use to describe
this image
She has a really beneficial and hard work so
she do it until she slept
What 3 words would you use to describe
this image
Sad, thoughtful, and overwhelmed
Workers play in their work time, seems that
their boss not care about them
What 3 words would you use to describe
this image
Immature, unreal, and fun
Anxiety, shy, and trembling
Rest, tried, and clean office
Carefree, innocent and happy
Dangerous, shame, just me
A boy love reading
Up coming generation
Tired, need to rest, and lots of stuff
A man sleep in his workplace
A rest for clever student
Play, happiness, and have fun
Smile in all the faces
Nice place but wrong action
Force, unhappy, and stubborn
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