The Dairy Haus Concept Paper

Dairy Haus Street

Dairy Haus – Rockton, Illinois

Focus

Dairy Haus seeks a 30-second advertisement for its YouTube channel.  The video will also be housed on its website and shared via the Dairy Haus Facebook page.

Brand

Dairy Haus has been a family run ice cream shop located in historic Rockton, Illinois for more than 29 years. Located ins a cool “Greek Revival Style” building, the D-Haus crew serves up some of the tastiest treats in the region. Dairy Haus makes one-of-a-kind homemade ice cream in over fifty flavors as well as a fat-free, no sugar added frozen yogurt.  The historic nature of the space lends itself to a nostalgic feel making for a unique family experience.  The beautifully landscaped outdoor seating area creates a perfect spot to capture momentous family photos. Dairy Haus is often considered a part of local family celebrations; whether it is a stop on the way home from a big game or the destination for an afternoon stroll.

Audience

The target audience is mostly middle to high income earning families with children of all ages residing in the Northern Illinois region. These families are seeking a tasty afternoon or evening treat where they can enjoy quality family time together.  Family values and tradition are extremely important to this group.

Concept Points

  • Families looking to create memorable experiences with their loved ones find respite at the Dairy Haus.
  • Dairy Haus began because of a family tradition and family traditions are worth
  • investing in.
  • Dairy Haus is the one and only regional 100% homemade ice cream shop offering more than fifty unique flavors.

Beloit, Wisconsin Concept Paper

Beloit Downtown

Beloit, Wisconsin

Focus

Visit Beloit, the local tourism authority for Beloit, Wisconsin is seeking to rebrand its image and change perceptions about the destination. Visit Beloit seeks a 60-second digital image piece for its website. The video will also be posted and shared on its YouTube, Facebook and other social media channels.

Brand

Visit Beloit is the local tourism authority for the Beloit Wisconsin region. Beloit is quietly becoming known as a quaint family-friendly regional “hipster” destination. Beloit offers a thriving local farmer’s market six months of the year, a beautiful riverfront, organic restaurants, local boutique shopping and an annual international film festival. As an up and coming destination, Beloit offers a unique experience at an extremely affordable price.  Unfortunately, Beloit has a reputation as being an old river town with high crime and abandoned manufacturing sites.  A digital image piece such as this could help to change the audience’s perceptions of Beloit demonstrating first hand the transformation the community has undergone in recent years.

Audience

The target audience is primarily young to middle-aged professionals ages 27 – 45 from within a 90 mile radius of Beloit.  They are seeking local organic products, arts and cultural activities and a quaint small town shopping and dining experience that won’t break the bank. They like to feel like they are a part of a community and they value authenticity in a brand.

Concept Points

  • Beloit is a “best kept secret” for regional hipsters.
  • Beloit offers plenty of unique experiences with its local shops and restaurants.
  • Beloit is an easily accessible and extremely affordable destination.

The Real Story IS the Main Character

According to the P.I. Reed School of Journalism, the “story” is always associated with a central character. Good stories pull us in as we start to relate and immerse ourselves into their journey. “Each story is different-because no two characters are alike. But in every story, something is at stake; something important is either won or lost” (P.I. Reed, 2013). To demonstrate this, consider the three powerful characters described in the films below.

Schindler's List, Oliwia Dabrowska

“Opportunist to Humanitarian”
Schindler’s List – Directed by Steven Spielberg

The main character, Oskar Schindler began his journey as an opportunistic Nazi businessman. On a quest to strike it rich, he moved to Poland at the very beginning of World War II with hopes of taking advantage of a cheap Jewish labor force. He’d apparently tried his hand at entrepreneurship previously but without success. He was determined this time would be different.

With a love for booze, women and power, Oskar’s character begins as more of an antagonist. He achieves his goal of money and power and rises in stature with the Nazi army and government officials. His power and influence grows as does his wealth.
Schindler’s character makes a transformation as he begins to realize his position as a savior to the Jews.

The Jewish people working at his factory were protected from the torture and death of the Holocaust. His relationship with his Jewish accountant and the primary leader of his factory, Itzhak Stern evolves slowly from one of pure convenience to one of mutual respect. Schindler’s change of heart leaves him wanting to free the Jews, save their lives and hoping for the war and its horror to end. In the end, Schindler risks everything to save as many Jewish lives as he can. His change of heart leaves him broke but not alone. He commits to be faithful to his wife in his newfound kindness and demeanor. He spends his life’s savings attempting to preserve life. By the end of the film Schindler fully transformed from the opportunistic businessman into a humanitarian.

its-a-wonderful-life1

“The Unsung Hero”
It’s a Wonderful Life – Directed by Frank Capra

This movie demonstrates how one life can touch and affect so many others and how that “one person” can often fail to realize his or her importance in life. At stake throughout the movie was the livelihood of many characters, including the main character George Bailey. The family business, Bailey’s Building and Loans was at risk of going under.

In the film, George Bailey continues to sacrifice his own dreams and ambitions to help others. The more he does this the more he begins to realize that he is loosing his dreams in the process. When the Bailey’s Building and Loans ends up in financial trouble George comes to a drastic conclusion that life would be better without him.  He considers taking his own life.

We see a transformation from this drastic decision as George is shown what life would be like without him courtesy of the Angel Clarence. During this experience George realizes the extent of his impact on the lives of many people. He had been granting loans to the hardworking people of Bedford Falls when no one else would. Without the selfless acts of George Bailey, Bedford Falls would not be the same. He realizes the world is not better without him after all and he returns with a new outlook and perspective on life.

platoon1-1024

“Volunteer Patriot to Survivalist”
Platoon -Directed by Oliver Stone

Chris Taylor begins his journey as a recent college dropout looking to earn the respect of his family by voluntarily enlisting in Vietnam. He hadn’t yet made his mark on life and he had high hopes of making a difference. His sense of patriotism was strong. He arrives in Vietnam as a typical naive teen committed to fighting for his country’s freedom.

His friendship with another key character in the film, Sergeant Elias begins to further impact Taylor’s view on the war effort. His belief in the war began to change. He starts to believe that the war could not be won and his only real duty had become just to survive the day-to-day horror. As the film progresses, his sense of duty turns to subtle retreat as he counts down the days before he can go home.

As the realities of war further take toll, Taylor begins a transformation from innocent soldier to a hardened survivalist. That soldier he wanted never to become was suddenly staring right back at him in the mirror. He’d witnessed his fellow soldiers engaging in drugs, rape and senseless killings. How could he ever become like them? It was becoming more apparent to Taylor that he had no choice…change or die.  Chris Taylor chose life.

Reference

P.I. Reed School of Journalism. (2013). IMC 634 Lesson 1: Elements of Story Telling. West Virginia University. Retrieved on November 2, 2013 from: http://ecampus.wvu.edu.

Welcome!

Welcome to my IMC 634 Digital Storytelling blog site!

I am looking forward to sharing our collective

thoughts and perspectives

through our blog sites.

LaVonne L. Brown

WVU IMC Graduate Student