Crayola's YouTube channel features colorful videos onCrayola products and instructions for creative projectswhere they can be used. The company's Facebookpresence features a live chat series with experts andcreative celebrities called "Inside the Crayon Bax."Crayola wants to stimulate conversations around cre-ativity so parents can learn from each other and un-derstand how to build creativity in their children.Crayola's core parent audience is turning to theweb for gift and usage ideas, comparing prices, andreading reviews before making purchases. Crayolawants to be first in mind as a source of $20 artsy toysand mess-proof gifts. The company focuses heavilyon search, social media, and digital display, to helpparents find the Crayola products needed for theirchildren's school supplies or gifts. Crayola doselyCASE STUDY QUESTIONStracks activity on its online channels through GoogleAnalytics to make sure it is getting the most out of itsmarketing and ad campaigns.Crayola's website has been thoughtfully designedfor children, parents, and educators. It features freeideas for crafts, printable coloring pages, and evenadvice on how to remove stains. The website also canbe used for ordering Crayola products online. Thanksto its new array of products and services, Crayola hasexperienced better growth, and its future looks asbright as the vibrant colors of tus iconic crayons.Scarce www.crayola.com, ad March 28, 2014; "CrayolaSWOT www.marketingteacher.com, wxed March 23, 2018; andJan Coen, "Cryola's Colorful Evolution, Think May, July 20124. How has digital technology changend Crayola'sbusiness model and the way it runs tus business? INTERACTIVE SESSION ORGANIZATIONSDigital Technology Helps Crayola Brighten Its BrandCrayola is one of the world's most beloved brandsfor children and their parents. The Easion,Pennsylvania-based company has been noted forhigh-quality, non-toxic crayons, markers, pencils,modeling clay, creative toys, and innovative art toolsthat have inspired artistic creativity in children formore than one hundred years. You can find Cray-ola products nearly everywhere, including schools,offices, supermarkets, drug stores, hospitals, themeparks, airports, gas stations, and restaurants.The Crayola crayon box became part of the col-lective history and experiences of generations ofAmericans, and a symbol of the color and fun ofchildhood. But today, that Crayola crayon box is notas iconic as in the past. The popularity of Crayolacrayons is under assault-not by Crayola's traditionalcompetitors (Faber-Castelli, Dixoniconderoga, andMEGA Brands), but by changing umes.There has been a profound technological andcultural shift in how children play. Children andtheir families are being bombarded with increasinglysophisticated forms of entertainment, many of themdigitally based. Digital products are starting to supplant physical ones in the world of children's play aswell as in other areas of work and everyday life. Withthe advent of computers and web-based learning, chil-dren are leaving behind hand-held art supplies at anincreasingly younger age. The phenomenon is calledKOCY, standing for "Kids Growing Older Younger." Aschildren reach the age of 4 or 5, when they becomeold enough to play with a computer, they become lessinterested in toys and crayons and prefer electronicssuch as video games and digital tablets and smart.phones. Crayola is not immune to this problem.Will Crayola become a dinosaur from a differentera? Not likely, thanks to the company's forward-looking management, which embarked over a decadeago on far-reaching changes in leadership, organiza-tional culture, and the product development flanc.tion. The organization restructured around consumerInsights and needs rather than specific product lines.Vicky Lozano, Crayola's VP of Corporate Strategyand her team recognized that Crayola's purposehas always been to nourish originality and to helpparents and teachers raise creative and inspiredchildren. Crayola's broader mission is not just to putcrayons and art materials in children's hands but tohelp children learn and play in colorful ways. Thequestion they asked was not, how can we sell morecrayons? Instead they asked, what kinds of expert-ences and technologies should Crayola embrace?Crayola has reframed its business model, introduceda new innovation process for product development,and created new products and revenue streams. Thecompany has been transformed from a manufacturerof crayons and art tools into a trusted source of toolsand experiences for creative play.Crayola is using digital technology, but not to re-place its core crayon business. Instead, it's integrating the old and the new. The company now offers anew range of products like the Marker, an all-in-onedigital pen, crayon, and penal, designed for use withthe Color Studio HD 1Pad app. It's like a traditionalcoloring book, but includes new interactive soundsand motion. Lights, Camera, Color! is another digitalapplication that allows kids to turn their favorite photos into digital coloring book pages. Tech toys such asthe Digital Light Designer, a 360-degree domed drawing surface, encourage Imaginations to run wild withcolored LED lights. Children can play updated ver-sions of their favorite games or animate and save up to50 pieces of their own artwork. Crayola found that par-ents are looking for toys that are less messy than tradicional markers or fingerpainis. These digital toys are*100 percent mess-proof," and technology has helpedCrayola make its other products less messy as well.In designing new digital products and experiences,Crayola has drawn on its extensive knowledge ofchild development. It understands how digital tech-nology can play a part at different ages. For instance,the My First Crayola line is targeted specifically atone-year-olds; while Crayola Catwalk Creations isdesigned for "tween girls who like expressing them-selves through fashion.Crayola also understood that it had to change theway it markets its products as well as the productsthemselves and has been investing more and morein digital marketing. These intatives include onlineadvertising, promotions, social media pushes, andother digital activation programs that allow Crayola toconnect with parents and educators invested in raising children's creativity level. Social media has provenespecially effective and Crayola has a presence onFacebook, YouTube, Pinterest, Twitter, and Instagram.

Question

Crayola's YouTube channel features colorful videos onCrayola products and instructions for creative projectswhere they can be used. The company's Facebookpresence features a live chat series with experts andcreative celebrities called &#34;Inside the Crayon Bax.&#34;Crayola wants to stimulate conversations around cre-ativity so parents can learn from each other and un-derstand how to build creativity in their children.Crayola's core parent audience is turning to theweb for gift and usage ideas, comparing prices, andreading reviews before making purchases. Crayolawants to be first in mind as a source of $20 artsy toysand mess-proof gifts. The company focuses heavilyon search, social media, and digital display, to helpparents find the Crayola products needed for theirchildren's school supplies or gifts. Crayola doselyCASE STUDY QUESTIONStracks activity on its online channels through GoogleAnalytics to make sure it is getting the most out of itsmarketing and ad campaigns.Crayola's website has been thoughtfully designedfor children, parents, and educators. It features freeideas for crafts, printable coloring pages, and evenadvice on how to remove stains. The website also canbe used for ordering Crayola products online. Thanksto its new array of products and services, Crayola hasexperienced better growth, and its future looks asbright as the vibrant colors of tus iconic crayons.Scarce www.crayola.com, ad March 28, 2014; &#34;CrayolaSWOT www.marketingteacher.com, wxed March 23, 2018; andJan Coen, &#34;Cryola's Colorful Evolution, Think May, July 20124. How has digital technology changend Crayola'sbusiness model and the way it runs tus business? INTERACTIVE SESSION ORGANIZATIONSDigital Technology Helps Crayola Brighten Its BrandCrayola is one of the world's most beloved brandsfor children and their parents. The Easion,Pennsylvania-based company has been noted forhigh-quality, non-toxic crayons, markers, pencils,modeling clay, creative toys, and innovative art toolsthat have inspired artistic creativity in children formore than one hundred years. You can find Cray-ola products nearly everywhere, including schools,offices, supermarkets, drug stores, hospitals, themeparks, airports, gas stations, and restaurants.The Crayola crayon box became part of the col-lective history and experiences of generations ofAmericans, and a symbol of the color and fun ofchildhood. But today, that Crayola crayon box is notas iconic as in the past. The popularity of Crayolacrayons is under assault-not by Crayola's traditionalcompetitors (Faber-Castelli, Dixoniconderoga, andMEGA Brands), but by changing umes.There has been a profound technological andcultural shift in how children play. Children andtheir families are being bombarded with increasinglysophisticated forms of entertainment, many of themdigitally based. Digital products are starting to supplant physical ones in the world of children's play aswell as in other areas of work and everyday life. Withthe advent of computers and web-based learning, chil-dren are leaving behind hand-held art supplies at anincreasingly younger age. The phenomenon is calledKOCY, standing for &#34;Kids Growing Older Younger.&#34; Aschildren reach the age of 4 or 5, when they becomeold enough to play with a computer, they become lessinterested in toys and crayons and prefer electronicssuch as video games and digital tablets and smart.phones. Crayola is not immune to this problem.Will Crayola become a dinosaur from a differentera? Not likely, thanks to the company's forward-looking management, which embarked over a decadeago on far-reaching changes in leadership, organiza-tional culture, and the product development flanc.tion. The organization restructured around consumerInsights and needs rather than specific product lines.Vicky Lozano, Crayola's VP of Corporate Strategyand her team recognized that Crayola's purposehas always been to nourish originality and to helpparents and teachers raise creative and inspiredchildren. Crayola's broader mission is not just to putcrayons and art materials in children's hands but tohelp children learn and play in colorful ways. Thequestion they asked was not, how can we sell morecrayons? Instead they asked, what kinds of expert-ences and technologies should Crayola embrace?Crayola has reframed its business model, introduceda new innovation process for product development,and created new products and revenue streams. Thecompany has been transformed from a manufacturerof crayons and art tools into a trusted source of toolsand experiences for creative play.Crayola is using digital technology, but not to re-place its core crayon business. Instead, it's integrating the old and the new. The company now offers anew range of products like the Marker, an all-in-onedigital pen, crayon, and penal, designed for use withthe Color Studio HD 1Pad app. It's like a traditionalcoloring book, but includes new interactive soundsand motion. Lights, Camera, Color! is another digitalapplication that allows kids to turn their favorite photos into digital coloring book pages. Tech toys such asthe Digital Light Designer, a 360-degree domed drawing surface, encourage Imaginations to run wild withcolored LED lights. Children can play updated ver-sions of their favorite games or animate and save up to50 pieces of their own artwork. Crayola found that par-ents are looking for toys that are less messy than tradicional markers or fingerpainis. These digital toys are*100 percent mess-proof,&#34; and technology has helpedCrayola make its other products less messy as well.In designing new digital products and experiences,Crayola has drawn on its extensive knowledge ofchild development. It understands how digital tech-nology can play a part at different ages. For instance,the My First Crayola line is targeted specifically atone-year-olds; while Crayola Catwalk Creations isdesigned for &#34;tween girls who like expressing them-selves through fashion.Crayola also understood that it had to change theway it markets its products as well as the productsthemselves and has been investing more and morein digital marketing. These intatives include onlineadvertising, promotions, social media pushes, andother digital activation programs that allow Crayola toconnect with parents and educators invested in raising children's creativity level. Social media has provenespecially effective and Crayola has a presence onFacebook, YouTube, Pinterest, Twitter, and Instagram.

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--> DIGITAL TECHNOLOGY
Digital technology is the processing and…