Messaging Concepts

1. The Esplanade
Association
Branding and Messaging Concepts

2. Assignment

Create a messaging strategy for the Esplanade Association event, and the
period leading up to it

Communicate the accomplishments of TEA

Show the impact you have

Weigh concepts against these goals

3. Three Campaigns

Touch points at the event


Program


Welcome/Registration
Table
Touch points unique to you



Wine Upgrade
Walk to the tent
Connect back to the message of your organization

Impact

4. Concept One
See
the Esplanade Shine

5. See the Esplanade Shine

Shining a light on the work the Esplanade Association Does

Connection to Moondance


Inspire


Illuminate
Invest
Showcase 3 key accomplishments

Projects

Programs

Volunteer Program

8. Concept Two
Discover
Your Path

9. Discover Your Path

Literally

The Path itself and what’s on it TEA is responsible for



Programs


Projects
Volunteer Program
Our Path tonight
Inspirationally

The Importance of a green space in an urban environment

The value of a tree

The value of this piece of land and how it affects the city, the Back Bay and you

Building Community

11. Concept Three
Celebrating
Boston’s Back Yard

12. Celebrating Boston’s Backyard

Value of this space to Boston

Ownership

Stewardship

Invest in Your Community


Care for your back yard
Celebration

Celebrate Green Space


Define what’s in it
Celebrate Accomplishments

Programs

Projects

Volunteer Program