Rebranding Your Magazine (FCA 14)

2. Your Magazine. Your Brand.
NICE TO MEET
YOU
WE ARE

TODAY IN THREE PARTS
1. Getting to Yes. Redesign Approval.
3. Redesign Roadmap. A Process.

THIS IS YOURDESIGN STUDIO
HAVE FUN!

REASONS FOR A MAGAZINE REDESIGN
• Evaluate your magazine every 5 years
• If you are looking for a different culture
• A new editor
• Editorial changes create a new structure for the magazine
• You want to reach a new or broader audience
• Technological or cultural advances alter editorial content
• Editorial & creative team feels bored, are repeating themes
or having difficulty fitting new ideas into the current format
• Design is outdated

MAGAZINE BRAND & READERSHIP SURVEYS
• Develop categories of questions
- content
- brand
- voice
- visuals
• Create and distribute survey
• Do analysis
• Presentresults,analysisandrecommendationstoleadership

DO A READERSHIP STUDY
•What do readers need and want from your magazine?
•What are the main problems Fraternities face today?


2. Your Magazine. Your Brand.MISSION & VISION
MISSION
HOW you will get to where you want to be.
Defines the purpose and primary objectives
as related to customers
Itanswersthequestion,“Whatdowedo?What
makesusdifferent?”
A mission statement talks about the present
leading to its future
Lists broad goals for the organization.
Its prime function is internal; to define the
key measures of the organization’s success.
VISION
WHERE you want to be.
Communicates the purpose and values
It answers the question, “Where do we aim to be?”
A vision statement talks about your future.
It lists where you see yourself some years from now.
It inspires you to give your best and shapes your
understanding of what you are doing..

HAVE A CLEAR MISSION
NOT HAVING A MISSION STATEMENT IS LIKE DRIVING A CAR
WITH A BAG OVER YOUR HEAD. WOULD YOU DO THAT?
It would be a challenging ride.

WRITING A MISSION STATEMENT
• Define the publication
• Define how the audience benefits from reading it
• Define how your publication is different (total no more
than 3-4 sentences)

STUDIO TIME
WRITE A HEADLINE FOR THE FUTURE
What will it say about what you achieved?

Strong
Brave
Intelligent
Special Powers
Wears a Costume
Earns respect
Athletic
Has a “sidekick”
Role Model
Unique
Has a goal
Determined
Has a Weakness
Uses Gadgets
Has a lair or “hideout”
Secret Identity (alter ego)
Interesting Past (Motivation)
Love Interest
Vehicle
Traits of a superhero
HOW CAN YOUR MAGAZINE BE A SUPERHERO?

Traits of a superhero

VISIONING
• When we start a project, we use the process of
visioning—figuring out what we want success to look
like—to get it going.
• What is visioning?
- Inspiring.
- Strategically sound.
- Documented.
- Communicated.

STUDIO TIME
WRITE YOUR VISION STATEMENT

Redesign Before/After
The Four F’s
1. Format
2. Formula
3. Frame
4. Function

• Men’s Health

• Ebony

• Sigma Alpha Epsilon

CREATIVITY

STUDIO TIME
WHAT COMES IN THREES?

Inspiration
• A walk down the street
• A random flip through a dictionary
• Found objects
• Museums
• Other magazines
• Surfing
• Swimming
• Art
• Reading
• Anything!

Inspiration
• design blogs {ffffound.com}

Inspiration
• Pinterest

Inspiration
• fashion tumblrs {tetinotete.tumblr.com}

Inspiration
• illustrators {michaelhoeweler.com}

Inspiration
• interior design {designsponge.com}

Inspiration
• independent presses {nolayout.com}

Inspiration
• typographers {jessicahische.is/awesome}

Trends

Trends
• infographics

Trends
• large, colorful photography

Trends
• typography

Trends
• condensed, sans-serif fonts

Trends
• white, open space

Trends
• illustrations

Trends
• covers that stand out

TREAT YOUR WORK AS A FORM OF ART
• Stop “playing it safe”
• The safety zone has moved
• Creativity is scarce and more valuable than ever
• Being an artist is an attitude

MINDMAPPING QUEEN
• For brainstorming
• For organizing a lot of information
• For naming
• For magazine redesign
• For party planning!

PUSHING CREATIVITY
• Ideas based on information gathered in survey
• Mindmapping
• Deliver emotional impact through storytelling

MINDMAPPING FOR DESIGN

BMS: MOC Theme
Concepts
"Be Informed"
"Be Informed" (can we do something
with the word "in"? to emphasize this-
be on the inside, get the inside scoop
through MOC, etc.
"ABMS" The "Go To Source for Quality healthcare" "You Need To Know"
A doctor should have a
love of learning
Star Watch
Gold Standard Concept
gold seal with a human face
variations based on audience
stand up sign at reception desk
"I care about you"
Look for the Gold Standard.
tagline: Board-certified means
patient safety and quality care.
"Get The Best"
Diplomates:Get the best contiuing ed possible in
order to deliver the best quality care
Patients: Get the Best specialist you
can-one who invests in continuiing
his/her education in order to deliver
top quality care
"patients tech savvy and always on the
lookout for information-becoming more
and more active in their care and who is
providing it" ( from notes on key
audiences)
Seven Pointed star-representing
the six core competencies. the
top point could be turned into a
circle representing the individu‐
al (both doctor & patient)
the alchemical seven-pointed star
The seven emblems in the circle too refer
to such a transformation from darkness
to light and the rebirth on a higher level ABMS: Transforming knowledge to quality
weblink for more information
http://www.horusmedia.de/2004-
siebenstern/siebenstern-en.php
seven pointed star, demonstrating
intersections (all aspects of MOC are inter-
related in terms of defining excellence
6 point star, 7th point is directional
for improving quality
6 point star with 7th point representing the patient
There are good possibilities for
extension: This could be a seal, a pin,
an icon, it oculd even be charted to
indicate how far the diplomate is in
their certification. (see mypyramid.gov
This could be a multicolored or
goldstar where the colors overlap and
create transparencies demonstrating
that all aspects of MOC are interrelat‐
ed. there could be a continuous gold
line going through the star (like the
black outline here) the continuos line
represents the coninuum in learning
and continuous quality improvement
Can this be used to talk about and
visually represetn the six competen‐
cies and four components of MOC?
competencies
medical knowledge
patient care
interpersonal skills
professionalism
practice-based learning
systems-based practices
A process designed for physician
specialists, certified by one of the
members of ABMS maintain the necessary
Turn seven pointed star into new icon
with six points but seven interlocking
areas like star below
The Path of the Energy of
Life: The Secret Seven-
pointed Star Subtopic
Subtopic
The alchemical picture of
the Vitriol seven-pointed
star (septa-gram) reveals –
like hardly any other picture
– the deep knowledge of
great alchemists such as
Paracelsus. It shows their
knowledge on the influence
of the seven planets on and
the course of life energy in
the human being and even
the living body of our earth.
Subtopic
The Path of the Energy of
Life: The Secret Seven-
pointed Star
The alchemical picture of
the Vitriol seven-pointed
star (septa-gram) reveals –
like hardly any other picture
– the deep knowledge of
great alchemists such as
Paracelsus. It shows their
knowledge on the influence
of the seven planets on and
the course of life energy in
the human being and even
the living body of our earth.
MOC is a way for physicians to
lead a national movement for
healthcare quality
Seal of confidenceStandards
physician credentialing
educational continuum
Tie to Hippocratic Oath
Appeals to lofty ideals of physicians
Subtopic
Everyone cares. Call a certified specialist.
I care about you
Physician; "to get most up to date information"
Patient: to get the best quality care for
my specific needs
Committed to grow in
knowledge & skills (from
sylvia's notes)
Unifiying Medical higher standards
Something relating to the fact that this is the
new standard. it is ultimately less expensive,
unifies standards, and eliminates redundan‐
cies-see note about eliminating the current
hodge podge.
Specialists take special care
something that positions this
campaign as it is about the specialists
"Certify Quality"
Use some play on the word "certified"
and marry it to "quality"
Ideally the theme and graphic should encompass all: 1.
ABMS name 2. Continuum of education for physicians 3.
Improving Quality of Care for patients 4. Consumer
(patient) seeking information
knowledge
the more you know, the more of an edge you have
(works for patients and for physicians)
"Get the Edge"
Pathways to excellent care
Goal 100
Patients: We want 100% of our
specialists to be certified
Physicians: We want 100% or
specialists to be certified to ensure
quality patient care.
Seeking Higher Standards
ABMS: Sentinel, Scout, Watch, Sentry
lighthouse, beacon
"Only the Best"
good visual possibilities
"patients tech savvy and
always on the lookout
for information-becom‐
ing more and more
active in their care and
who is providing
it" ( from notes on key
audiences)
Quest, seek
Investigator, detective, researcher
MINDMAPPING FOR DESIGN

FrameChange
Improving
organizations
Executive
Coaching
Merger Integration
Team building
Compensation
Each meeting is (framed)
in driving results
Create a safe,comfortable and fun place to discuss
and work on improvements, everything
framed in context to individual goals
360˚ feedback – report with
conclusions and recommended
course of action
Adapting to
organization’s culture
Margot works with busy executives to
move them to more effective levels of leadership
or to be more effective leaders
Identify strengths
& weaknesses
Report,conclusions,
recommend course of action
Clients “own”
their plans
Name rationale
Improving (changing) business leaders
or interpersonal effectiveness within the (framework) of
each individual’s situation
(Framing) the complexities/ nuances of
business business cultures and strategic goals
with ideas,tools & plans
Margot’s rich business experience
gives her the resources
to (frame) action plans
Homework to
practice new skills
and behaviors
Meeting Planning
& Facilitation
Meetings planned for
effective results (change)
Meetings planned based
on organization’s needs
(framed) in context of desired results
Frame: the process
Change: the result
Moving management,leaders
and organizations forward
Organizational
design Performance
management
Helping identify root
causes to issues
impeding success
Assist in adopting new
behaviors to
replace those that
are getting in the way
Identify opportunities
to capitalize
on strengths
Providing perspective,
language and
communication tools
Strategic planning – alignment
and integration of
function/department/
Organization Development – skill and
knowledge building to help
Employee relations
Conflict resolution
Processes that help groups do
their best thinking and guide them
to their best decisions
Tools that can be
applied in other contexts
MINDMAPPING FOR NAMING

MINDMAPPING FOR BRAND MARKETING

PostcardFlyers
PostcardPower PointFlyersEmailHot List
PostcardPower PointFlyersEmailSchools
PostcardPower PointFlyersEmailMentor Teams
PostcardPower PointFlyersEmailSponsors
Aim High
Power Point
PostcardFlyersEmailMentors
EmailTherapists
PostcardFlyersEmailTutors
PostcardFlyersEmailHigh Schools
PostcardFlyersEmailColleges
PostcardFlyersEmailCounselors
PostcardFlyersEmailPsychologists
FlyersEmailMeet-up groups, List Servs,
PostcarFlyersEmailFormer attendees
Referral sources
PEERS
Teachers
In Service
PPower PointFlyersEmail
High Schools
ETransition supportSpecial Education Departments
Power PointFlyersEmailParent Education
PostcardPower PointFlyersEmailPTAs
Transitions to College
Power PointFlyersEmail
College counseling for teens with special
needs
Invisible Differences
PostcardPower PointFlyersEmailHigh Schools
Power PointFlyersEmailAdmission counselors for minorities
College Simulation
s Email College Fairs
Corporations Sponsors
mail Participants, mentors
Flyers Email Runners
Email School field trips
yers Email Churches
Flyers Email Donors
March to College
Flyers Email Individuals Donors
Grants Funders
Power Point Flyers Email Membership Corporations
Organization
MINDMAPPING FOR
INTEGRATED MARKETING

MINDMAPPING FOR MAGAZINE REDESIGN
Before redesigning your magazine decide what you will change-typography, grid structure, color pallete,
logo

STUDIO TIME
CREATE A MINDMAP

Activity Name
Start
Date
Finish
Date
14 15 16 17 18 19 20 21 22 23 24 25 26 27
F S S M T W T F S S M T W T
March 2014
14 1415 1416 1417 1418 1419 1420 1421 1422 1423 1424 1425 1426 1427 12
14 15 16 17 18 19 20 21 22 23 24 25 26 27
Initial prep and team meeting
with Alpha Omega Epsilon staff
3/24/14 4/7/14
Concept Development 4/8/14 4/28/14
Concept Presentation to AOE 4/28/14 4/28/14
Refinement of Concept(s) 4/30/14 5/6/14
Refined Concept(s) Presentation
to AOE
5/7/14 5/7/14
Creation of Magazine Templates
5/9/14 5/22/14
Creation of Magazine Style
Guide
5/22/14 6/4/14
Implementation of First Issue
6/6/14 7/3/14
Delivery of Final Design
Templates
7/30/14 7/30/14
1
2
3
4
5
6
7
8
9
Alpha Omega Epsilon -The Angle Redesign
THE PROCESS
A redesign can take a few months so don’t rush it but be on a time table.

STEPS TO REDESIGN PHASE 1 INTAKE

STEPS TO REDESIGN PHASE 1 SURVEY

THE CREATIVE BRIEF
Client/Client contact information
Project
Prepared by
Background/Overview

Background
IFMA is the world’s largest and most widely recognized international association for facility management
professionals, supporting 23,000 members in 85 countries. The association’s members, represented in 130
chapters and 17 councils worldwide, manage more than 37 billion square feet of property and annually
purchase more than US$100 billion in products and services. Formed in 1980, IFMA certifies professionals
in facility management, conducts research, provides educational programs and produces World Workplace,
the world’s largest facility management conference and exposition.
Opportunity Assessment
Since its inception, IFMA has met with competition from for-profit trade organizations and non-profit
organizations providing similar or substitute products and services to IFMA members and the profession.
National facility-related organizations also are branching out with education and training to cover emerging
parts of the world where IFMA also has expansion/development plans. IFMA needs to differentiate itself
and break through the clutter.
IFMA wants to update its current logo as well as to review and possibly recreate its current taglines, fonts
and colors that will increase general awareness of IFMA in the field of facility management and other
associated audiences.
Objectives
• Position IFMA as the strongest international facility management organization.
• Target young audiences as the place for young people, or career-changers, to learn about the dynamic
and growing profession of facility management.
• Demonstrate that IFMA is clearly differentiated as the top dynamic international association for individuals
in the facility management field, leading the way to the development of tomorrow’s high-performance
buildings that promote efficient, healthy and productive work environments.
• Reinforce the stature of Facility Management within an organization reflecting the fact that Facility
Management actions readily contribute to the triple bottom line of any organization, and that Facility
Managers directly influence the two top costs of an organization – people and O&M.
Creative Brief | IFMA Branding Program | NeigerDesign | March 15, 2013 | Page 15
The online survey posed the open ended question “How do you describe Facility Management to
people who are unfamiliar with the field?” We selected a few representative comments and have
organized them into categories.
Safety Nuts ‘n bolts We save the world Practical Seat in the C-Suite
Ensuring the safe and
efficient operation of build-
ings or other places of
commercial activity.
Safety, Security, Disaster
Recovery, Construction,
Renovation, Cleaning,
Maintenance, and if your
copier breaks you call us
too.
A way to sustain an effi-
cient safe working environ-
ment for employees.
We tell people that we
are responsible to keep
their work environment;
safe, comfortable and
pleasing for them and all
visitors. Many years ago
a FM I know told the new
CEO at his company that
if it was the last time they
met or had to talk to each
other he was doing his job.
We are the often-invisible
people responsible for
everything else.
Halls, Walls, Mops, and
Cops. We cover the work-
place environment.
We design, build, and
maintain safe, effective,
and sustainable work-
spaces that bring people,
process, and technology
together to create spaces
that people are proud and
happy to work within.
FM manages the built
environment ensuring that
the occupants operates
in an excellent working
conditions they focus on
their core business
I’m the King of the Janitors
(jk). I mention to people
that I wear many hats at
the facility and take care
of everything from chairs
and janitorial to large
construction projects and
everything in between.
I refer to myself as the
bricks and mortar/nuts
and bolts guy.
Facility Managers keep the
company going. We keep
you cool or warm, provide
power and lighting. In gen-
eral, maintain a quality-
working environment.
The people that do
everything to keep the
building running and the
tenants comfortable and
happy. From making
sure the trash is picked
up to the heating/cooling,
landscaping, emergency
planning, roofing, carpets,
bathrooms, and anything
else that is inside/outside
the building falls under
the FM.
A decathlon. A shell
around the core business
processes.
We make buildings and
people happy!
The job of putting people
in a workplace. Anything
from putting an office
worker in an office to a taxi
driver in a taxi to an astro-
naut in a space capsule.
Building heartbeat
Making order out of chaos
Taking care of a huge
house with lots of kids
We make it possible for
you to do what you do!
We are the stage manag-
ers in a production. Tak-
ing care of every detail so
the actors may give their
best performance and
bring in the most profit.
“We take care of everything
you take for granted”
The pilot who flies the
plane.
Crazy and in charge of
everything
Everything done behind
the scenes to keep big
beautiful buildings working
(and beautiful).
I provide the Game board
for the Business to play
the game on.
The management of
responsibilities associated
with managing a building
or series of buildings,
which includes operations,
real estate, strategic plan-
ning, furniture, etc.
Facilitating the cohesive-
ness between people,
space and the environ-
ment (both internally and
externally)- managing
everything within the
space the people use, see
and are in contact with
throughout their work day.
Connecting people with
their place for maximum
performance with greatest
economy.
The management of the
built environment or facili-
ties to assure the efficient
use of space, energy, and
productivity and it relates
to the operation of an
organization, its people,
equipment and processes.
As outlined by IFMA “
profession that encom-
passes multiple disciplines
to ensure functionality of
the built environment by
integrating people, place,
processes and technology.”
When you are too hot, too
cold, too much light, and
not enough light - we are
there to fix it. We are the
ones responsible for the
integrity of the building
and the safety, security
and comfort of the staff
occupying the building.
The link between people
and their working environ-
ment. The management of
the infrastructure around
day to day operations.
Facilities managers are
responsible for the man-
agement of services and
processes that support
the core business of an
organization. They ensure
that an organization has
the most suitable working
environment for its em-
ployees and their activities.
Duties vary with the nature
of the organization, but fa-
cilities managers generally
focus on using best busi-
ness practice to improve
efficiency, by reducing
operating costs while
increasing productivity.
It’s all about staff care
and wellness, which in
turn improves productivity.
Yes, we take care of the
buildings and grounds for
an owner of the building,
mechanical and electrical,
security, maintenance, fur-
niture, janitorial, etc. but
the reason we strive for
excellence in those areas
is for the benefit of the
staff and organization.
Facility Management is the
backbone to any success-
ful company. Space Plan-
ning, vendor maintenance,
ergonomics are just a
few of the areas facility
management handles
Looking after the business
of the business
Enabling organizations
to achieve their goals &
objectives by providing
cost effective and efficient
physical environments.
The actual day-to-day
management of the physi-
cal properties, which typi-
cally are the number two,
or number three, expense
to a corporation.
The integration of people,
place, process & technol-
ogy to achieve organiza-
tional goals & long-term
objectives.
Creative Brief | IFMA Branding Program | NeigerDesign | March 15, 2013 | Page 2
Contents
Page
Background ........................................................................................................3
Objectives ...........................................................................................................3
Goals for the Brand.............................................................................................4
IFMA Brand Structure .........................................................................................4
Competitors.........................................................................................................4
Audiences...........................................................................................................5
Research.......................................................................................................5 –15
Quantitative Research....................................................................................5
Summary of Quantitative Research................................................................6
Qualitative Research......................................................................................7
Summary of Qualitative Research ............................................................8 –15
Conclusions.......................................................................................................16

CONTENT BRAINSTORMING

STEPS TO REDESIGN PHASE 2 DEFINE

Mood Board | NeigerDesign | 8.18.11
Style Qualities:
This design is intended to be
crisp, open, and clean and
lively with a variety of blues,
greys, greens and warm
orange/yellow tones.
Colors:
The blues and greys are
popular choices for web
interfaces and greens are
generally associated with
health, well-being, and
sustainability. The brighter
oranges and yellows would
be used mainly as header
text colors, for icons or
to accentuate specific
elements of the site.
This design scheme would
rely on vibrant photography,
iconic, illustrated, and
interactive metrics, and
simply, yet effective, copy.
Key Adjectives:
Forward thinking
Innovative
Solution oriented
Global
Proactive
Big picture thinkers
Sustainability
Thought leaders
Value builders
Zero in on landfill free.
Building profitability through sustainability.
Growing profitability through sustainability.
Maximize the value of your waste stream.
Sustainability is smart business.
Metrics
Potential Taglines
Sample Color Pallette
Sample Patterns
Sample Photography
STEPS TO REDESIGN PHASE 3 DESIGN

STUDIO TIME
MAKE A MOOD BOARD

Alwayslowercase“by”
Alwayslowercase“pho-
to”

When launching a new magazine -make it big. This issue has to be especially great. Not only because of
the new design, but it should contain great articles, introduced new features, some great interviews-make
a splash with it!

BE GREAT!
Great design — no matter how small your staff or limited the
budget — is attainable when editors and designers understand
the audience and recognize their own reasons for existing.

GOOD RESOURCES for good people
GOOD BOOKS
A Whole New Mind Why right-brainers will rule the future by Daniel H. Pink
The Mind Map Book How to Use Radient Thinking to Maximize
Your Brain’s Untapped Potential by Tony Buzan with Barry Buzan
The Icarus Deception How High Will You Fly? by Seth Godin
Zingerman’s Guide to Good Leading, Part 1: A Lapsed Anarchist’s Approach to Building a
Great Business by Ari Weinzweig, Zingerman’s Co-Founding Partner
GOOD WEBSITES
design blogs {ffffound.com}
Pinterest
fashion tumblrs {tetinotete.tumblr.com}
illustrators {michaelhoeweler.com}
typographers {jessicahische.is/awesome}
interior design {designsponge.com}

THANKS FOR THE GOOD TIMES!
Q & A

Rebranding Your Magazine (FCA 14)

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