Business Consulting for Twinkle Brown Sugar

Food Network personality and celebrity chef Giada De Laurentiis once said, “Food brings people together on many different levels. It’s nourishment of the soul and body; it’s truly love.”

On an online marketing class in the fall 2017, I, together with five classmates, helped Twinkle Brown Sugar, a local teahouse and boba bar originated from Taiwan, with their online marketing performance. TBS

We acted as a consultant team to first identify the problems, then discuss with the founders to find out solutions, finally produced collaterals (websites, commercial, logo, social media posts, surveys) and a list of recommendations, additional campaign action items, and proposed measurements to for their future success. Our marketing plan identifies objectives, goals, strategies, and tactics. Though a short client engagement, we regard our marketing plan as both integrated and comprehensive as we evaluated the business and all original, proposed collateral from a “soups to nuts” perspective.




Through in-depth interviews, surveys, and lots of meetings, we gained a thorough understanding of the market, the competition, the business operations, the brand’s positioning, the current and aspirational audiences, and most importantly, the Twinkle Brown Sugar product. 


Processed with VSCO with  presetThroughout our engagement, we developed a close bond with our client, Twinkle Brown Sugar’s four partners and founders. We regularly updated them on our progress via email and social media as well as during our in-person meetings. We gained valuable experiences in client management, project management, and creative collateral development for offline/online marketing.


One-minute Commercial:

Twinkle Brown Sugar: Authentic Tea Drink From Taiwan 


Did you know 2016 is the 90th birthday of Route 66?

Route 66, known as “The Mother Road” and “The Main Street of America”, is one of the most famous roads in America. Established in 1926, Route 66 is now going to celebrate its 90th birthday. During the 90 years, Route 66 has faced rises an declines, mirroring the social and cultural changes of both Illinois and the whole nation.


Starting in the Windy City, Chicago, Route 66 winds through Illinois to St. Louis before stretching across the country to the West. The road, covering a total of 2,448 miles, has linked rural and urban communities with two big cities— Chicago and Los Angeles.

The route passed through numerous small towns, and with growing popularity of the highway, the people doing business along the road in Atlanta, to the famous Cozy Dog Drive-In in Springfield, from the old Standard Oil Gas Station in Odell to the Kristin Cafe in Litchfield, all those iconic restaurants, motels, theaters and gas stations made Route 66 the most energetic road at that time. Today, some of them have fallen, some of them have become museums but some of them still serve people passing by.


In the 1930s, Dust Bowl storms in the Midwest drove thousands of people from their homes, primarily fleeing down Route 66 to the west. During World War II in the 1940s, with the need of war-related industries in California, more migrants headed west through Route 66, symbolizing the highway as the “road of opportunity.” Then in 1950s, it turned to be the main highway for vacationers. The attractions along the road became popular and Illinois, the home state of Lincoln, was one of the hottest destinations.

The beginning of the decline for Route 66 came in 1956 with the signing of the Interstate Highway Act by President Dwight D.Eisenhower. Although Illinois held the first completely paved section of Route 66 in 1929, it was also the first state to decommission Route 66, which was replaced by Interstate 55. By 1977, “the Mother Road” was deemed obsolete in Illinois.

Since the decommissioning of Route 66, the appeal to revive has never stopped. As Route 66 associated formed in other states, a core group of Illinois Route 66 fans started to form an association in Illinois. Established in 1989 in Dwight, the association made some achievements to preserve and promote the historic features of Illinois Route66. In 1995, Illinois Department of Transportation put up historic signs along Route 66 in Illinois. In the late 1990s, Route 66 was designated a “state heritage tourism project.” It was designated a National Scenic Byway on September 22, 2005, known as the Illinois Route 66 Scenic Byway.


Nowadays, the heritage of Route 66 such as museums, attractions and activities are popular among both local people and tourists around the world. Diverse museums like the Berwyn Route 66 Museum in Berwyn, the Route 66 Museum in Joliet and Route 66 Hall of Fame Museum in Pontiac all have great collections to discover the stories and features behind the road. In addition, every June in Grant Park is the Chicago Blues Festival, which features “Route 66 Roadhouse” stage. Also, every September Springfield hosts the “International Route 66 Mother Road Festival” for celebration.

Now, start to “get your kicks on Route 66!”

Internship at ‘The Paper’–a meaningful place for my development! is a new media platform mainly for hot issues and political news, which originated from Shanghai Media Group. It born in Shanghai, 2014 with all the editors and reporters coming from newspaper, but its products were only published to websites, mobile apps and social media.

It was so lucky for me to be recommended to do my internship in this new, energetic and rigorous media. During my time there, I assisted several excellent reporters, including chief editor Wu, photographer Quan, journalist Zhao, journalist Diao and journalist Guo. I also witnessed some big events and the whole process of news production, like the opening of the National People’s Congress and the Chinese People’s Political Consultative Conference, Shandong vaccine scandal, intense highway pressure before the Spring Festival..etc.

attended the Media Preparatory Conference

What’s more, I joined in some important interviews including Fan Lixin, a documentary director, Shen Jie,  the president of Capital Normal University High School, Ye Dahua, Deputy Director of Coordination Bureau of Beijing International Horticultural Exhibitions and so on. Besides, I wrote articles about Beijing’s traffic conditions, Chinese aircraft carriers, the defense news of Philippine and USA and Beijing International Horticultural Exhibitions.

fan-lixin   dsc09466_fotor

dsc09132_fotorUpper left: Lixin Fan, award-winning documentary director. click this to see the interview

Upper right: Dahua Ye, Deputy Director of Coordination Bureau of Beijing International Horticultural Exhibitions. click this to see the interview

Right:Shen Jie, the president of Capital Normal University High School. click this to see the interview

What benefited me the most was not the works I had done, but the professional qualities and devotion  I saw from my honorable teachers. One of my teacher, photographer Quan, was the first photographer to go into the world-shaking Tianjin explosion, the only reporter who was trusted by the families of MH370 victims, and the one who consecutively reported the MH370 event  when others all forgot it. Plus, another teacher, reporter Diao, was the first one to disclose the serious Shandong vaccine scandal, encountering huge pressure and barriers from evil merchants and local governments.

tianjin-explosion  shandong-vaccine2

From them, I learned the responsibilities and enthusiasm as well as persistence and fearlessness, and many other things that I never learned from textbooks and classes.

Here are some links of my works. Please click the link below to watch:


Have Fun!–2016.2USA(video)

I generated some interesting pictures and moment together and made them into a one-minute video. Hope you will enjoy it!

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Stolen Moment(Video)

A video assignment in Visual Reporting Class, which topic was ‘Moment’.

Just grab some snacks and enjoy this funny moment~

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