Robert LaRue

Graphic Designer
creating visual identity

robert.john.larue@gmail.com
logo design 630.881.8316
1.1 union board
1.2 intervarsity
1.3 camras bowl
1.4 edgewater
1.5 raygun, wiit

publications
2.1 davidson’s safest choice
2.2 iit christmas party
2.3 technews
2.4 caurs
2.5 open mic
1.1
1.2
1.3
1.4
RayGun

1.5

This is the story of an Egg
But he’s going to be different
THat’s Where We come in...
Past
eur
uzz
i Competitor Research Subteam
We Give him a NICE HOT Jacuzzi Bath AT
JUST THE RIGHT TEMPERATURE AND TIME
to KILL THE BACTERIA INSIDE HIM.
THen To seal In the
Freshness and Keep him
clean and safe...
He’s amost ready to Go out
into the World on his own
#3
We’ll stamp HIM with A NICE RED “P”
to show that he’s safe and
Pasteurized (FREE of Bacteria)
Then He and 11 of his friends are shipped to A Supermarket Near
You where you can take him home to enjoy however you like
P P
P P
Just look for Davidson’s Safest Choice Pasteurized Eggs
BE SURE TO ASK FOR A COUPON
IF YOU ARE INTERESTED!
SAFEST CHOICE
SAFEST CHOICE
SAFEST CHOICE
IPeR O 336pe:rts
Spring 2009
SELLING THE IDEA (CONT’D):
Public Relations Subteam:
Our entire group planned and hosted a No-Bake OUR RECOMMENDATOINS (CONT’D):
Safety Eggs
Eggstravaganza P.R. event. It was a recipe contest
Th
•Further buzz marketing techniques should be
r
Strategy fo
for raw cookie dough, which highlights the used and we’d like to see an egg community
Marketing d Eggs that
benefits of a pasteurized egg: online
steurize
NO salmonella or food poisoning risk!
Pa
nsumers
Informs Co
We had 10 contestants compete for a Grand Prize •We highly suggest using cross
of a Nintendo Wii here at our IIT campus. promotions with other products
Contestants whipped up all kinds
of that use raw eggs such as Caesar
to
delicious cookie doughs. From mint salad dressing
peanut butter to the perenial favorite,
chocolate chip!
•We also strongly encourage have specialty
stores like Whole Foods sell Davidson’s Safest
Choice Eggs because the consumers that shop
there are already willing and expecting to spend
more
•Reach out to new
During the
markets like body
contest, our
builders, the health
branding group
industry, safe moms, and recipe enthusiasts.
surveyed people
about their preferred
•Build relations with culinary schools, fitness
shelving marker.
centers, public health departments, not for profit
organizations, and the health industry.
Mascots Pictured
on Front Side
Jordan, President Anderson & Francesco at the No-Bake Eggstravaganza
We attracted a lot of attention with
SPECIAL
THANKS
our Davidson’s
Safest Choice Pasteurized Egg mascot
accompanied
TEA
.DorM MEMBERS:
by a salmonella/bacteria mascot.
We believe we To: cas Boykin
made contact with at least 500 people.
.Rachel
.France Choitz
.Nataliesco Fanizza
.Carliss Grabowski
OUR RECOMMENDATIONS: a
.Robert Jackson
•With the success of our P.R. event, .Eduard LaRue
we’d like to recommend that our
o
.KatherineMorales
client have more events on a .Anthon Rhee
y Scatchell
larger scale. Also with more .Eli Sch
planning, there can be more .Jordaniff
media coverage. Sher
.Brian Skle er
na
•Further testing of the new shelving markers
FAC
should be conducted in supermarkets to gauge
.Jim ULTY ADVISORS:
their effectiveness
.SuzaBra
nne
band
Mueller
Kelly Laas, Beth Patrick & Dr. Robert Schleser
O 336pe:rts
1.3 PHASE ONE:
IPeR
This little Guy doesn’t know it...
IT all Starts Here RESEARCH
Defining the Product Subteam
Safety Eggs
NOW FOR THE Story of our - Clarified the value proposition
Th r
IPRO and how we became
Strategy fo
1. Pasteurized
the Safety Eggsperts
2. Vegetarian-fed hens
Marketing d Eggs that
3. steroid-antibiotic-and-hormone free
Safe Egg
steurize
He’s going to be a
4. They taste fresher and last longer.
Pa
nsumers
Informs Co
- Researched salmonella. It causes 1.5
See the other Poster for million illnesses and 500 deaths each year.
the next Phase in the Salmonella outbreaks create an economic
project burden of $2.4 billion annually!
- We found other branded commodities used SMTWRFS
What’s the Problem?
catchy slogans and appeal to health concerns
to increase awareness of their product.
The challenge that our team faced was finding effective marketing strategies for our client, The four symbols represent Vegetarian, Bacteria Free, Fresh Taste, and Long Shelf Life
National Pasteurized Eggs (NPE), to increase awareness of their product, Davidson’s Safest Choice Eggs.
However, since they are a smaller company, they don’t have the resources of a large marketing - Investigated major competitors
initiative. NPE has a patent for creating the only in-shell pasteurized eggs.
1. Eggland’s Best These companies can
Currently, they are well established in the food service industry but need help in the retail market. afford to invest more
in marketing
2. Land O’ Lakes campaigns. Many
competitors have
SOLVING THE PROBLEM
Well established in food service Growing in the retail market
...We give him a begun green
light coat of wax initiatives in their
1. Analyze survey resusts & perform competitor, 3. Egg Innovations
packaging and have
consumer and ethnographic research. reached out to the
HE NEEDS SOMETHING TO food industry, even
SHOW HOW SPECIAl he is
4. Phil’s Fresh Eggs
1.2
though they only sell
PHASE ONE:
2. Learn to effectively deliver the message of safety to retail outlets.
and the value proposition of the product
Survey ANALYSIS cont’d
5. Generic store brand.
#1
#2
3. Develop a marketing strategy to increase
awareness utilizing alternative forms of marketing (i.e. Profile of a Likely Buyer of Davidson’s Eggs
Buzz, Viral, and Guerilla Marketing) as well as Ethnographic Research Subteam
leveraging Public Relations Women - Observed buying behaviors of consumers in the
- Between 31-65
supermarkets.
- Caucasian
1
- Paid attention to the shelving layouts and realized
.1 PHASE ONE: - Either some college
education or graduate of
that the shelvling markers for Davidson’s blended in
and did not attract customer attention
SUrvey Analysis college or trade school
- No children in the
Survey Analysis Subteam household
- Analyzed survey results from 517 respondents - In the U.S. with largest
portions in zip codes
- Created a profile of a likely buyer based on data
beginning in 1 or 3
- Identified Behaviors, Preferences, and Attitudes - Health conscious
P P P P
that that characterize likely buyers - Buy eggs at grocery stores
P P P P
Survey Insights
- Target customers are more engaged in the
purchase of eggs. Amount more than store brand Belief product would benefit In-store Photograph used to evaluate shelf marker design and packaging
buyers are willing to pay from pasteurization
- Targets “buy and try” with new food items 50% Likely Buyers 80% Likely Buyers
Unlikely Buyers Unlikely Buyers Consumer Research Subteam
- Customers willing to pay a litte more for these 40% 60%
eggs. - Interviewed loyal NPE customers to understand how
30% 40% they came to buying Davidson’s Safest Choice Eggs.
- Price, egg size, and carton capacity most 20% - Used social media analytics (Techrigy) to initiate
40%
important aspects of eggs convrsation with egg enthusiasts on blogs.
10% 20%
- Customers who understand the benefit of - Generally positive feedback through email and blogs
2.1
pasteurization are more likely to buy N/A 0¢ 50¢ $1 $1.5 +$2 M
ilk
Eg Ch Yo
gs
Ju B
ee gu ice eer
W
in
e
se rt
About 40% of likely buyers are willing
- Found out consumer prefer original slogans to spend $1 extra on Davidson’s Eggs More likely buyers than unlikely
buyers understand the benefit of
including “Safest Choice” and “Pasteurized” pasteurization for eggs
Social Media Marketing, Email and Blogs were all used to contact customers
 CHRISTMAS
PAR T Y
IN THE ENJOY THE
HUB FREE FOOD!
SEASON WITH

4
ARMOUR FRI. DECEMBER
DININGth@6PM
ROOM (after IPRO Day)

sponsored by Campus Cru, IVCF & the SAF

The IIT Christmas Fun Doesn’t Stop T o n i g h t

JOIN US NEXT THURSDAY FOR

CHEESECAKE CHRISTMAS
& CAROLING
an IIT holiday tradition
PAR T Y

Join fellow students in caroling down

Michigan Avenue, ending the night with a
delicious treat at the Cheesecake Factory
6pm Thursday December 10th
If you are still in town, feel free to come to the

38th Annual Christmas Festival

at the Moody Church
Sunday, December 13, 2009, 6 pm
An evening of sacred classics and carols for the Christ-
mas season performed by the Sanctuary Choir and
Festival Orchestra, along with the Children’s Chorus,
Youth Choir and Handbell Ensemble.
Meet at 4:30 pm at the MTCC south entrance, by Global sponsored by Campus Cru, CCM, IVCF,
Grounds, and we'll take the train together. Students for Life, Bridges International & the SAF
Questions and RSVP: Michael Dunn, mdunn1@iit.edu

2.2
 CA M P US OP I NION A&E
Financial Aid has the scoop An opinion article about Sticking around in Chicago
this summer? Find out how
TUESDAY
o n a n ew s c h o l a r s h i p opinions.The section almost April 26, 2010
opportunity. exploded. to do it right!
Volume 168 | Issue 13
page 4 page 3 page 8

technews.iit.edu

Opinion 2-3
Campus 4-7
A&E 8-9
The Slipstick 10
Sports 11-12
Student newspaper of Illinois Institute of Technology since 1897

THE BIG EVENT 2010 Graduate

housing
and safety
By Krishna Rao Vijayanagar
TECHNEWS WRITER

2 OPINION NICOLE GREGORY ngregory@iit.edu | Tuesday, April 26, 2010

Two concepts close to every student
at IIT are a place to live and a life to live.

Letter from the Editor: what you owe IIT Especially when a college is located in an
area where police patrolling is 24/7, and
By Lory Mishra Since I was able to better my own experience or the Student Org Fair (held at the start of
STUDENT NEWSPAPER OF ILLINOIS INSTITUTE OF
TECHNOLOGY SINCE 1897
EDITOR IN CHIEF and those of my fellow students, I almost had every semester)
its safe to get some direction. Be it
campus.
the duty to do so. Over the past few years, starting a newItclubhasorbeen
changing
almostsomething
a year since
McCormick Tribune I’ve seen my fellow students work to bring you don’t like about the university, it does not
Campus Center, Room 220 this university was completely different. Cunningham Hall closed down and two
back the BOG, execute the Student Speak have to be limited to the few hyper-involved
3201 South State Street
There were a handful of students who years since Bailey Hall closed, and the
Chicago, Illinois 60616 Survey, host cultural large cultural functions, students on campus. Just think about how
were involved in reviving large campus plan professional development conferences, on-campus
much faster housing
we can improve IIT ifoptions for graduate
we all pitch
Phone: 312.567.3085 organizations like Union Board and the volunteer in the community, and bring about students
in! And even keeps
if you don’tgetting scarce.
have time to Consequently,
lead
Fax: 312.567.8917 Student Government Association. There moreyou
an initiative, than 95%
can of the
always graduate
someone population
else
E-mail: technews@iit.edu was no BOG and there was no BIG Event
Website: http://technews.iit.edu
for the sake of the student body. I have met out. Be in acknowledging those pesky kids
for IIT to boast of. I remember feeling like I a lot of people who realize that they have a Lake Bridge
on the MTCC Meadows, South Commons
or attending a meeting and the
was doomed to a rather boring, uneventful responsibility to give back and to leave IIT a Bridgeport
for that new club yourneighborhood.
friend started, you can
TECHNEWS STAFF college career because of the school I had Housing Services claim that there are
Editor In Chief Lory Mishra chosen, like I was being somehow robbed universityhousing
community.
units available in Gunsaulus and
Assistant Editor Chris Chock of a quintessential part of my life. I came being apathetic and as I leave, I want to give
Business Manager Aanchal Taneja Carmen, but the choices are not good. Most
in expecting challenge, fun, growth, and you a word of advice against such a mindset. the semester I realized howatmuch I loved
Content Manager Linda Goldstein graduate students IIT are international
liveliness but I was worried that IIT would It is always much easier to sit back, criticize, stand-upstudents,
comedy andand the
thatcosts
I could
are bring
prohibitive for
Campus Editor Adam Kadzban and berate than it is to work for change. If you that to the IIT campus. Over the past
many of them. I stayed in Cunningham 4
Campus Editor Antoinette Smith things. have good ideas to improve something IIT years, I have been able to serve in a handful
Opinion Editor Nicole Gregory Well, the only reason I’m writing this for close to a year, and the facilities were
and to improve your college experience, don’t of other ways and it has certainly enriched
A&E Editor Karl Rybaltowski not worth the cost. Internet was bad - the
my personal development and my college
Photos by Lory Mishra & Becca Waterloo

Sports Editor Graeme Port connection

guidance provided by some upperclassmen ways to get involved on this campus and there experience. I just hopestrength
that youindicator on my laptop
will take this
Layout Editor Young Sand Ip and a few of my peers, I soon realized that I is no reason for you not to do so. If you want to heart and make IIT an alma mater you will
Layout Editor Robert LaRue wasn’t allowed to just sit there and complain. and
be proud of. once I had to come down to the lobby
Layout Editor Piyush Sinha in order to submit a homework assignment.
Photo Editor Chris Chock
Copy Editor Lindsay Drabek summer, the options were to bake or buy
Copy Editor
Online Editor
Vlada Gaisina
Frank Lockom Purvag’s odyssey on the road: As it concludes
breeze that could help cool the apartment.
CAMPUS
ADAM KADZBAN akadzban@iit.edu
6 ANTOINETTE SMITH smitant@iit.edu | Tuesday, April 26, 2010
But I stayed there nonetheless. Guess why?
Because it is safe! But it is not so safe to live
By Lory Mishra a barbecue and the Student Union Board was Birbiglia had signed various items, which
EDITOR IN CHIEF were all given away to 6 lucky audience
the road from IIT.
members before the show started. Birbiglia
On Saturday, April 24, hundreds of Last week, two graduate students were
and volunteerism. then came on stage to deliver his fantastic
mugged on 31st Street. One was mugged

University Calendar
IIT students, staff, faculty and alumni On the morning of Saturday April 24, routine. Having done some prior research
outside of Dunbar Park at roughly 2:30 p.m.
historic celebration of service and community
hundreds of members of the IIT community
TechNews, Birbiglia began his set with
What’s up on campus?
on our university and having looked over
(broad daylight) and the other at roughly
development. Started last year, the Service 6:00 p.m. at the corner of King Drive and
captains, meet their fellow volunteers, and a handful of jokes that were perfect for
Learning program recruits hundreds of head out to serve at their respective locations. the IIT crowd. He then proceeded with a

Tuesday 4/13
4/27 Wednesday 4/14
4/28 Thursday 4/15
4/29
CMC/International Center Workshop - American Red Cross Blood Drive University Faculty Meeting
Intro to Coop & Internship Student Health Services, Sigma Phi Office of the Provost
CMC Epislon, Black Student Union 3:15pm MTCC Auditorium
10:00-11:00am Galvin Library, CMC 10:30am-3:30pm HUB Rm 006/007
This is a two part workshop. Part 1: Learn You can be a hero and help save Tech Time
how to qualify for, enroll in and renew someones life! Staff, Faculty and Students Quality of Worklife Committee
your Co-op. This workshop is required to YOU can make a difference. 5:00-7:00pm BOG
participate in Co-op or Internship. Part Campus and Conference Centers and
2: Learn the policies and procedures all UBC Networking Lunch Dining Services
international students must know before Undergraduate Business Council Faculty and Staff, do you need to blow off
accepting off-campus employment.

Live Federal Loan Exit Counseling Session

12:50-1:45pm Siegel Field
Rain Location: 3424 S. State, Rm 4B2-1
some steam? Or, do you want to invite
a new co-worker out for a drink and you
2.3
don’t want to drive downtown? Come on
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2.4
2.5
 ©2010 Robert LaRue
robert.john.larue@gmail.com
630.881.8316