Kelly Kistler
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Yelp

DESTINATION: TRANSISTIONS

THE CHALLENGE

Reach a new target audience while maintaining the brand identity of a successful corporate company.

 
 
 

OPEN | TRUTHFUL | COMMUNITY | TRUSTWORTHY | HELPFUL

 
 

PROBLEM

When I moved to the Columbus area for school, I got into a bad habit of putting off personal appointments until I could visit home. This wasn’t a problem until I started to work on Fridays and could not make it back to my hometown doctors, allergist, dentist, and hair dressers during their work hours. This made it extremely frustrating to have to find ways to get larger prescriptions to last between breaks. 

It got to the point in which I decided to look for new places to go to within Columbus, which quickly turned into a complete nightmare. I had no idea where to start looking. When I asked for referrals from my current doctors and my insurance company they didn’t have a single suggestion for me. I spent hours doing research into local businesses but I was still at a loss of which office to make an appointment with, and if they would even accept my insurance. In order to solve this issue for future college students, I hope to highlight Yelp’s review service of local personal care businesses. 

 

 
 

Approach

Yelp is mainly known for their food and travel reviews, but not many people know that it also extends to medical, beauty, automatic, and other essential services. With my project, I would focus on introducing Yelp to college students and create a community that could be trusted to recommend the services listed above. 

 

LOGO REDESIGN

 
 

DESIGN SOLUTION:
HANDWRITTEN TYPE

Inspired by Medical Professional Signatures,
this hand written type will be carried through Yelp’s campaign. It brings an educated however informal feeling to the brand that is reminiscent of the font within the logo. It helps celebrate the individualism of Yelp’s users while giving their opinions merit.

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Rating system: 

Inspired by an Abacus, a calculating tool that was used within Europe, China, and Russia before the adoption of the numeral system. Its round beds slide up or down to make calculations. 

Yelp’s new rating system will mimic the movements to represent good or bad experiences at a business. The more circles that fall above the line indicate a more enjoyable experience. This eliminates the confusion surrounding whether one or five stars is the best within Yelp’s current rating system.

 
 
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PROMOTIONAL MATERIAL: 

Moving Box

 
 

ADVERTISING STRATEGY

Yelp will advertise on college campus throughout the year to urge freshman and graduating students to focus on starting their life in a new place and let Yelp will take care of the rest. Advertisement will occur during orientation and involvement fairs to help welcome new students to the area. In addition there will also be promotion at job fairs that include the follow types of media.

Paid Media Application
This will include three print ads that introduce the new rating system, the Yelp community, and personal profile that allows its users to easily connect with businesses within the area. Social Media campaigns, guerrilla advertising, and web commercials will interact with students in their daily lives, such as on job boards and media services like Youtube and Hulu.

 
 
 
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AD SERIES: DESTINATION CAMPAIGN

 
 
 
 
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OUTDOOR ADVERTISEMENT: BILLBOARD

 
 

GUERRILLA: YELP's SERVICE TOUR

A salon, created out of a renovated box truck will crash college and state career fairs to provide interviewees with a new look and a place to freshen up before the fair. Other gutted box trucks will travel across the country bringing professional services to potential Yelp users. The goals of the traveling box trucks are to inspire confidence and promote how Yelp can help it's users connect to professionals that can help them through any transition in their lives.

 
 

SOCIAL MEDIA:
DESTINATION CAMPAIGN ON INSTAGRAM

 

VIDEO: FOCUS ON YOUR FUTURE, WE WILL TAKE CARE OF THE REST

 

NON-PAID MEDIA APPLICATION

The new website and application will feature the new rating system. It will highlight the lesser known ratings of personal care businesses while encouraging businesses to interact with it’s users. 

 
 
 
 

WEBSITE DESIGN: INTEGRATION OF NEW RATING SYSTEM

 
 
 

Application: Redesign