Public Marketing base Profit Model Concept utilizing Bilateral Communication and Suggetion of Fashion·Product Idea Design -Focused on word play verbal contents design of virtual brand IDEARTH -

Recently, researches regarding various cause-related marketing to effectively engage consumer participation and investigate the win-win structure of industry and consumer is being progressed in the field of marketing. However, design-related researches that could ultimately lead to public engagement are insufficient. Particularly, in order for the industries to gain global advantages as new growth engines, integrated researches focused on the superordinate concept of art, development of cultural convergence design, and profit-developing marketing strategies should be sought out. Thus, through the integration of communication design and public-engagement, which is the core of cause-related marketing, the following study focuses on providing open design concept, contents design, design process, and profit-developing business model that are applicable in industries. In particular, the study aims to establishing a foothold for creating interesting and dynamic business by proposing a design process that is supportive for industries in developing and manufacturing creative design products utilizing cause-related contents. In order to develop an open design concept that is practical and applicable, the structural system and philosophies of Non-Profit Organization(NPO) and the system of brand co-work were studied along with the case study of industries that have engaged in CSR activities and Public Works. Accordingly, in the theoretical background, the definition and case study of cause-related marketing were reviewed in conjunction with the root of communication design. Then, hypothetical business model and work process were established to propose a case study of fashion·industrial products utilizing the open contents design concept. This study results in the following achievements: (1)a design process based on hypothetical business model 'IDEARTH', (2)10 open communication designs based on the campaign categories, message, appendix, and message contents of 'IDEARTH', (3)10 product applications, (4)profit model based on collaborative design contents eco system. The following study will provide a cause-related business plan based on the Triple Bottom Line(TBL) framework regarding communication-design-profit (marketing), improve the profitability of the developers, contribute in the promotion of the contents industry, and become an alternative to solving social issues through the enhancement of design market and creation of employment.