TriVision Buzz | October Issue 2011

	Comprehensive Marketing Campaign for CALNET CALNET is one of the fastest growing privately held companies in the Intelligence Analysis, Language Services, and IT consulting services arena. Headquartered in Reston, Virginia, CALNET provides world-wide services in CONUS and OCONUS to include Afghanistan, Iraq, Guantanamo Bay, and Korea. TriVision was approached by CALNET to revitalize their logo and brand plus help them with other marketing services. To start the process, TriVision met with the team at CALNET in order to better understand their existing brand and business profile. What CALNET needed was a corporate identity and a stronger marketing agenda to help differentiate them from their competitors. TriVision provided creative design services that not only involved revamping the CALNET logo but also developing a website and printing materials. TriVision developed a completely new website for CALNET to go with their new corporate image and systematic color scheme. In addition, TriVision designed and printed a variety of marketing collaterals ranging from business cards to folders, flyers, brochures and exhibit booth displays. Moreover, TriVision produced a 3-minute creative marketing video to be used for web and conference presentations. Producing the video consisted of script development, professional voiceover recording, plus 3-D logo animation and motion graphics. TriVision also developed a 90-second condensed version of the video, for use for exhibits booths and other forms of advertising. TriVision collaborates with the staff at CALNET on an on-going basis, performing multi-dimensional tasks relating to their marketing, brand, website, design, video production and custom printing. To see how TriVision can help you achieve the same successful marketing results, please contact us at 1.888.600.5528 or sales@trivision.tv.


	A-AWA Honors Princess India D’Afghanistan On September 18, 2011, the Afghan-American Women’s Association (AAWA) held its 3rd annual reception, honoring Princess India D’Afghanistan. Princess India, who is the daughter of the former president of Afghanistan, King Amanullah Khan, was the keynote speaker of the evening, sharing her life experiences with the captivated audience. TriVision Studios provided all promotional and audio-visual services for the evening, consisting of design, print, video, photography, projector and sound. The sold-out reception which was held at Dunya Banquet Hall in Alexandria, Virginia, included guest speakers, poetry, dinner, an Afghan fashion show and an Afghan national dance performed by students from George Mason University. A-AWA is a result of the growing Afghan-American presence in the US, specifically in the Greater DC Metropolitan Region. A-AWA’s mission is to serve as the connection between the needs of the Afghan-American women community and available resources through cultural, educational, charitable, and social activities. TriVision’s involvement with A-AWA started during its inception in 2008. TriVision not only designed its logo, but also developed its website and marketing materials, such as business cards, postcards, banners, flyers, brochures and newsletter. To learn more about A-AWA, please visit their website at www.a-awa.org.


	The 1997 Video That Explains the Marketing Genius of Steve Jobs Discourse on Industry's Purpose Is Still Relevant Today. The year was 1997. Steve Jobs had just returned to Apple as CEO and started culling unprofitable product lines such as printers and unloved devices such as Newton. The product pipeline was virtually empty. Mr. Jobs needed time, but he also needed to redefine Apple to the world and to itself. In short, he needed to raise the pirate flag again. He canceled an agency review initiated under Gil Amelio and brought back Chiat/Day, his agency partner in the iconic "1984" campaign. The result was "Think Different" and the video below was taken when he first unveiled it to Apple staff. Most interesting here isn't the ad itself (which Mr. Jobs compares to "Got Milk?") but the preamble where he explains the purpose and role of marketing, what Apple co-founder Steve Wozniak recently called Mr. Jobs' "greatest strength." "To me, marketing is about values," he said. "This is a very complicated world, a very noisy world and we're not going to get the chance to get people to remember us. No company is. So we have to be very clear about what we want people to know about us." You can watch the rest here. It's as relevant today as 14 years ago. Story Courtesy of Adage.com


	Starbucks Goes 'Blonde' Coffee Behemoth Offers Lightest Roast Yet in Bid for Bigger Share of Market In a move to capture a bigger share of the U.S. coffee market, Starbucks today announced the latest product in its coffee line: a "blonde" roast, its lightest offering yet. Annie Young-Scrivner, global CMO, said at a Chicago press conference that 40% of the 130 million coffee drinkers in the U.S. prefer a lighter-roast coffee. She added that the blonde-roast will appeal to existing Starbucks customers, as many of Starbucks' customers have complained about its coffee being "too heavy," as well as to non-Starbucks customers who generally prefer lighter blends. McDonald's and Dunkin' Donuts offer milder brews and have in recent years gotten into espresso-based drinks. Ms. Young Scrivner said the launch is a bigger investment than Via, its instant-coffee offering it announced in 2009. The marketing, which will coincide with blonde's January launch, will be a "360-degree" approach and will include TV, digital and social media. The blonde roast will be available in Starbucks brick-and-mortar locations as well as in the grocery aisle -- the first simultaneous launch for both retail and grocery -- and will be available in whole bean, roast and ground, as well as in Via and K-cups. Blonde will come in two varieties: Veranda and Willow. The chain also today announced an overhaul in its packaging, which will be organized by roast. Starbucks had been testing a lighter roast for the last year, and went through about 80 different iterations. The coffee giant spent nearly 20 years developing Via. The move into lighter blends is part of a continuing expansion. Earlier this year Starbucks surpassed Burger King and Wendy's to become the No.3 chain in the U.S. by sales, trailing only McDonald's and Subway. In 2010, it posted $9.07 billion in domestic restaurant sales last year, up 8.7% from 2009. The chain's growth has come despite limited ad spending. Although Starbucks last year doubled its measured media spending, according to Kantar, it still only spent $94.4 million. Compare that to the measured-media spending of McDonald's, perennially the top restaurant chain in U.S. sales, spent about $887.8 million on U.S. measured media spending in 2010, up from $872.8 million in 2010. Story Courtesy of Adage.com