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Jonathan	
  Brown	
  
                  Greg	
  Castro	
  
9/30/11	
  
              Allison	
  Porterfield	
  
                                          1	
  
Agenda	
  

     u 	
  	
  Our	
  Team:	
  
     •  Jonathan	
  Brown	
  –	
  graphic	
  design	
  major	
  
     •  Greg	
  Castro	
  –	
  graphic	
  design/filmography	
  major	
  
     •  Allison	
  Porterfield	
  –	
  graphic	
  design	
  major	
  
     u 	
  	
  Roles:	
  
     •  KCMTA	
  Multi-­‐Piano	
  logo	
  (Jonathan)	
  
     •  Theme	
  graphics	
  (Allison)	
  
     •  Theme	
  development/film	
  segments	
  (Greg)	
  
                             Jonathan	
  Brown	
  
                                 Greg	
  Castro	
  
9/30/11	
  
                             Allison	
  Porterfield	
  
                                                                 2	
  
Agenda	
  
   u  	
  	
  About	
  the	
  client:	
  
         •  Chairs	
  of	
  event	
  chose	
  theme	
  
                 Destination:	
  Musique	
                                      u  Target	
  Audience:	
  	
  
         •  Repertoire	
  features	
  music	
  from	
  all	
                        •  Family	
  members	
  of	
  pianists	
  
                 around	
  the	
  world	
                                              (mostly	
  ages	
  13-­‐16)	
  	
  
                                                                                    •  Audience’s	
  average	
  =	
  ages	
  40-­‐50	
  
         •  Wants	
  to	
  revolve	
  concert	
  around	
  a	
  
                 global/travel	
  theme	
                                       u  Message:	
  
                                                                                    •  This	
  concert	
  will	
  take	
  you	
  away	
  
   u  Objective:	
  	
                                                                on	
  a	
  trip	
  around	
  the	
  world.	
  
         •  We	
  will	
  create	
  print	
  and	
  digital	
  media	
          u  Strategy:	
  	
  
                 advertising	
  and	
  branding	
  the	
  concert;	
                •  Through	
  the	
  unified	
  imagery	
  of	
  
                 this	
  includes	
  invitations,	
  brochures,	
  a	
                 travel	
  in	
  our	
  print,	
  digital,	
  and	
  
                                                                                       video	
  media,	
  we	
  will	
  convey	
  our	
  
                 website,	
  and	
  social	
  media	
                                  message.	
  
         •  We	
  will	
  create	
  a	
  series	
  of	
  30	
  second	
             •  Our	
  audience	
  will	
  be	
  reached	
  
                 videos	
  to	
  play	
  in	
  between	
  each	
  musical	
            through	
  mature,	
  professional	
  
                 number,	
  acting	
  as	
  intros/transitions	
                       grade	
  product,	
  but	
  with	
  the	
  
                                                                                       underlying	
  reminder	
  that	
  this	
  is	
  
                                                        Jonathan	
  Brown	
            all	
  centered	
  around	
  their	
  	
  kids.	
  	
  
                                                            Greg	
  Castro	
  
                                                                                                  	
  	
  


9/30/11	
  
                                                        Allison	
  Porterfield	
  
                                                                                                                            3	
  
Agenda	
  

   u Timeline:	
  	
  
   Overall	
  due	
  date	
  December	
  9th	
  	
  
         •           Multi-­‐Piano	
  Logo	
  (October	
  7th)	
  
         •           Program	
  Cover	
  Design	
  (October	
  14th)	
  
         •           Brochure	
  Design	
  (October	
  28th)	
  	
  
         •           Concert	
  Flyer	
  Design	
  (November	
  11th)	
  
         •           Social	
  Media	
  (November	
  18th)	
  
         •           Film	
  Clips	
  for	
  Transitions	
  
   u Samples	
  of	
  work	
  
              	
                               Jonathan	
  Brown	
  
                                                   Greg	
  Castro	
  
9/30/11	
  
                                               Allison	
  Porterfield	
  
                                                                            4	
  
Jonathan	
  Brown	
  
                  Greg	
  Castro	
  
9/30/11	
  
              Allison	
  Porterfield	
  
                                          5	
  
Jonathan	
  Brown	
  
                  Greg	
  Castro	
  
9/30/11	
  
              Allison	
  Porterfield	
  
                                          6	
  
Jonathan	
  Brown	
  
                  Greg	
  Castro	
  
9/30/11	
  
              Allison	
  Porterfield	
  
                                          7	
  
8	
  
KCMTA	
  



          Customers	
                               History              	
                      Future	
  
     •    Parents	
  (40-­‐50)	
           •      Past	
  concerts	
  have	
          •      Bring	
  life	
  to	
  KCMTA	
  
                                                  not	
  had	
  media	
  aspect	
            through	
  new	
  logo	
  
     •    Grandparents	
  (70-­‐80)	
  
                                           •      Out-­‐dated	
  logo	
               •      Theme	
  drives	
  the	
  
     •    Siblings	
                                                                         concert	
  	
  
                                           	
  
     •    Other	
  Relatives	
                                                        •      Keep	
  fun,	
  yet	
  
     •    Music	
  Teachers	
  	
                                                            sophisticated	
  
                      	
                                                              	
  

                    	
  
                                          Jonathan	
  Brown	
  
                                              Greg	
  Castro	
  
9/30/11	
  
                                          Allison	
  Porterfield	
  
                                                                                                                9	
  
Client	
  Objectives	
  


                Attract	
  more	
             Entertain	
  the	
  
                people	
  to	
  the	
         audience	
  that	
  
                  concert.	
               attend	
  the	
  concert.	
  




              Make	
  money	
  for	
       Make	
  performers/
              the	
  association	
          audience	
  want	
  to	
  
               through	
  ticket	
        return	
  the	
  next	
  year.	
  
                      sales.	
  



9/30/11	
                                                                      10	
  
List	
  of	
  Deliverables	
  
u Multi-­‐Piano	
  Logo	
  
   •  Used	
  for	
  marketing,	
  fundraising,	
  
      t-­‐shirts,	
  email	
  correspondence	
              u  Concert	
  Flyer	
  Design	
  
   •  Modern/contemporary	
  	
                                 •  Hung	
  in	
  public	
  places	
  
u Program	
  Cover	
  Design	
  
                                                            u  KCMTA	
  Social	
  Media	
  
   •  Uses	
  theme	
  “Destination:	
  
                                                                  •    Facebook,	
  Twitter,	
  
      Musique”	
  
                                                                       Youtube	
  
   •  Includes	
  logo	
  
u Brochure	
  Design	
                                     u  Film	
  Clips	
  for	
  Transitions	
  
   •  Goes	
  to	
  grant	
  committees,	
                      •  22	
  Videos	
  30-­‐45	
  seconds	
  
      potential	
  donors,	
  businesses,	
                          each	
  to	
  transition	
  from	
  
      new	
  teachers	
                                              each	
  piece	
  
                                      Jonathan	
  Brown	
  
                                          Greg	
  Castro	
  
9/30/11	
  
                                      Allison	
  Porterfield	
  
                                                                                             11	
  
Requirements	
  &	
  Assumptions	
  

        Requirements	
                                            Assumptions	
  
        What	
  strategies	
  we	
  plan	
  to	
  use	
  with	
   What	
  we	
  know	
  the	
  client	
  hopes	
  to	
  
        our	
  client…	
                                          accomplish	
  using	
  the	
  strategies…	
  	
  
        	
  
        	
  
        	
  
        	
  
        	
  
        	
  
        	
  
        	
  
        	
  
        	
  
                                                Jonathan	
  Brown	
  
                                                    Greg	
  Castro	
  
9/30/11	
  
                                                Allison	
  Porterfield	
  
                                                                                                                12	
  
Project	
  Plan/Timeline	
  

     Logo	
  Develpoment/
                                                Program	
  Cover	
  Design/
     Video	
  Storyboarding	
  
                                                    Filming	
  of	
  clips	
     Brochure	
  Design/Video	
  
       (for	
  Multi-­‐Piano	
                                                          Editing	
  
                                                 (Destination	
  Musique	
  
          Concerts)              	
     	
  
                                                        Theme)	
  
                    	
  




                                                KCMTA	
  Social	
  Network	
  
    Concert	
  Flyer	
  Design/	
  
     Video	
  integration	
                       (facebook,	
  twitter,	
  
                                                       youtube)	
  




                                               Jonathan	
  Brown	
  
                                                   Greg	
  Castro	
  
9/30/11	
  
                                               Allison	
  Porterfield	
  
                                                                                               13	
  
Competitor	
  Research	
  
      u  Kansas	
  Music	
  Educators	
  Association	
  
          http://www.ksmea.org/home/index.php	
  	
  
      u  Meyer	
  Music	
  	
  
      u  http://www.meyermusic.com/default.aspx	
  
      u  Musika	
  Lesson
          http://www.musikalessons.com/piano-­‐lessons-­‐overland-­‐park-­‐ks	
  
      u  Kansas	
  City	
  School	
  Of	
  Music	
  	
  
          http://www.kansascityschoolofmusic.com/KCSM/Index.cfm	
  	
  




                                 Jonathan	
  Brown	
  
                                     Greg	
  Castro	
  
9/30/11	
  
                                 Allison	
  Porterfield	
  
                                                                           14	
  
Kansas	
  Music	
  	
  
                            Educators	
  Association	
  	
  
u  Multiple	
  Districts:	
  
     •  Northwest	
  
     •  North	
  Central	
  
     •  Northeast	
  
     •  Southeast	
  
     •  Southwest	
  
     •  South	
  Central	
  
u  Have	
  annual	
  recitals	
  	
  




                                         Jonathan	
  Brown	
  
                                             Greg	
  Castro	
  
 9/30/11	
  
                                         Allison	
  Porterfield	
  
                                                                     15	
  
Meyer’s	
  Music	
  
u  Teach	
  multiple	
  instruments:	
  
     •  Band	
  
     •  Orchestra	
  
     •  Miscellaneous	
  
u  Leases	
  Instruments	
  
u  Location:	
  
     §  10122	
  West	
  119th	
  St	
  
         Overland	
  Park,	
  KS	
  66213
          	
  	
  




                                     Jonathan	
  Brown	
  
                                         Greg	
  Castro	
  
9/30/11	
  
                                     Allison	
  Porterfield	
  
                                                                 16	
  
Musika	
  Lessons	
  
                                          u  Teach	
  Many	
  Instruments:	
  
                                               •  Piano	
  
                                               •  Guitars	
  
                                               •  Brass	
  
                                               •  Woodwinds	
  
                                               •  Strings	
  
                                          u  National	
  
                                               •  In	
  home	
  lessons	
  
                                               •  Phone	
  lessons	
  
                                               •  In	
  studio	
  lessons	
  




                  Jonathan	
  Brown	
  
                      Greg	
  Castro	
  
9/30/11	
  
                  Allison	
  Porterfield	
  
                                                                       17	
  
Kansas	
  City	
  School	
  of	
  Music	
  
•  Teach	
  Multiple	
  
                    Instruments:	
  
                         •  Piano	
  
                         •  Voice	
  
                         •  Guitar	
  
                         •  Cello	
  
                         •  Bass	
  
                         •  Violin	
  	
  
•  They	
  Have	
  Monthly	
  
                    Recitals	
  &	
  Performances.	
  
•  Location:	
  
	
  	
  	
  	
  	
  	
  143rd	
  and	
  Metcalf	
  
	
  	
  	
  	
  	
  	
  Overland	
  Park,	
  KS	
  66223	
  
	
  	
  	
  
                                                               Jonathan	
  Brown	
  
                                                                   Greg	
  Castro	
  
9/30/11	
  
                                                               Allison	
  Porterfield	
  
                                                                                           18	
  
Our	
  Plan	
  
 What	
  this	
  
 accomplishes…	
  




                                             Tractor	
  Supply	
  Company	
  




                     Jonathan	
  Brown	
  
                         Greg	
  Castro	
  
9/30/11	
  
                     Allison	
  Porterfield	
  
                                                                                19	
  
How	
  we	
  beat	
  the	
  competition	
  

u Unique	
  Factors:	
  
  •  Multi-­‐Piano	
  Concert	
  
  •  Multi-­‐Age	
  Range	
  
  •  Duel	
  Teachers	
  &	
  Students	
  




                                  Jonathan	
  Brown	
  
                                      Greg	
  Castro	
  
 9/30/11	
  
                                  Allison	
  Porterfield	
  
                                                              20	
  
What	
  we	
  will	
  do	
  first	
  to	
  get	
  started	
  

   u The	
  first	
  thing	
  is	
  to	
  get	
  
      a	
  mock	
  logo	
  of	
  the	
  
      multi-­‐piano	
  concert.	
  
      Approved	
  by	
  KCMTA	
  
   u After	
  we	
  get	
  approval	
  
      we	
  will	
  take	
  our	
  first	
  
      step	
  into	
  designing	
  the	
  
      brochure	
  for	
  
      Destination	
  Musique	
  
   	
  


                                         Jonathan	
  Brown	
  
                                             Greg	
  Castro	
  
9/30/11	
  
                                         Allison	
  Porterfield	
  
                                                                     21	
  
How	
  we	
  will	
  divide	
  the	
  work:	
  
     u Greg’s	
  focus	
  is	
  on	
  the	
  video/theme	
  elements.	
  He	
  will	
  continue	
  
         to	
  work	
  to	
  integrate	
  the	
  film	
  with	
  the	
  design	
  media,	
  and	
  to	
  
         provide	
  animations	
  for	
  the	
  videos	
  with	
  assistance	
  from	
  the	
  
         filmmaking	
  students.	
  He	
  will	
  also	
  assist	
  with	
  any	
  technical	
  design	
  
         elements	
  when	
  not	
  working	
  on	
  video.	
  
     u Allison’s	
  focus	
  is	
  the	
  graphic	
  design	
  elements.	
  She	
  
         collaborates	
  with	
  Greg	
  to	
  understand	
  the	
  aspects	
  represented	
  in	
  
         the	
  film	
  to	
  be	
  consistent	
  in	
  reflecting	
  the	
  theme.	
  She	
  is	
  currently	
  
         working	
  on	
  the	
  program	
  cover.	
  

     u Jonathan’s	
  focus	
  is	
  on	
  graphic	
  design	
  elements	
  as	
  well,	
  but	
  
         he	
  is	
  dealing	
  with	
  the	
  KCMTA	
  Multi-­‐Piano	
  designs	
  alone.	
  These	
  
         do	
  no	
  concern	
  the	
  theme.	
  He	
  is	
  designing	
  the	
  logo	
  that	
  will	
  
         appear	
  on	
  the	
  website,	
  t-­‐shirt,	
  flyer,	
  etc.	
  We	
  collaborate	
  for	
  ideas	
  
         to	
  come	
  up	
  with	
  the	
  strongest	
  design.	
  
                                              Jonathan	
  Brown	
  
                                                  Greg	
  Castro	
  
9/30/11	
                                                                                                          22	
  
                                              Allison	
  Porterfield	
  
Client	
  Pitch	
  




               Jonathan	
  Brown	
  
                   Greg	
  Castro	
  
                              23	
  
9/30/11	
  
               Allison	
  Porterfield	
  
                                           23	
  
Client	
  Approval	
  


        u To	
  avoid	
  mistakes	
  and	
  miscommunications,	
  we	
  will	
  
          have	
  the	
  KCMTA	
  Multi-­‐Piano	
  Concert	
  chair	
  heads	
  sign	
  
          a	
  printed	
  copy	
  of	
  all	
  designs	
  in	
  approval	
  
        u Meet	
  every	
  two	
  weeks	
  




                                    Jonathan	
  Brown	
  
                                        Greg	
  Castro	
  
9/30/11	
  
                                    Allison	
  Porterfield	
  
                                                                                24	
  

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Kcmtafinalrevised

  • 1. Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   1  
  • 2. Agenda   u     Our  Team:   •  Jonathan  Brown  –  graphic  design  major   •  Greg  Castro  –  graphic  design/filmography  major   •  Allison  Porterfield  –  graphic  design  major   u     Roles:   •  KCMTA  Multi-­‐Piano  logo  (Jonathan)   •  Theme  graphics  (Allison)   •  Theme  development/film  segments  (Greg)   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   2  
  • 3. Agenda   u     About  the  client:   •  Chairs  of  event  chose  theme   Destination:  Musique   u  Target  Audience:     •  Repertoire  features  music  from  all   •  Family  members  of  pianists   around  the  world   (mostly  ages  13-­‐16)     •  Audience’s  average  =  ages  40-­‐50   •  Wants  to  revolve  concert  around  a   global/travel  theme   u  Message:   •  This  concert  will  take  you  away   u  Objective:     on  a  trip  around  the  world.   •  We  will  create  print  and  digital  media   u  Strategy:     advertising  and  branding  the  concert;   •  Through  the  unified  imagery  of   this  includes  invitations,  brochures,  a   travel  in  our  print,  digital,  and   video  media,  we  will  convey  our   website,  and  social  media   message.   •  We  will  create  a  series  of  30  second   •  Our  audience  will  be  reached   videos  to  play  in  between  each  musical   through  mature,  professional   number,  acting  as  intros/transitions   grade  product,  but  with  the   underlying  reminder  that  this  is   Jonathan  Brown   all  centered  around  their    kids.     Greg  Castro       9/30/11   Allison  Porterfield   3  
  • 4. Agenda   u Timeline:     Overall  due  date  December  9th     •  Multi-­‐Piano  Logo  (October  7th)   •  Program  Cover  Design  (October  14th)   •  Brochure  Design  (October  28th)     •  Concert  Flyer  Design  (November  11th)   •  Social  Media  (November  18th)   •  Film  Clips  for  Transitions   u Samples  of  work     Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   4  
  • 5. Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   5  
  • 6. Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   6  
  • 7. Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   7  
  • 9. KCMTA   Customers   History   Future   •  Parents  (40-­‐50)   •  Past  concerts  have   •  Bring  life  to  KCMTA   not  had  media  aspect   through  new  logo   •  Grandparents  (70-­‐80)   •  Out-­‐dated  logo   •  Theme  drives  the   •  Siblings   concert       •  Other  Relatives   •  Keep  fun,  yet   •  Music  Teachers     sophisticated         Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   9  
  • 10. Client  Objectives   Attract  more   Entertain  the   people  to  the   audience  that   concert.   attend  the  concert.   Make  money  for   Make  performers/ the  association   audience  want  to   through  ticket   return  the  next  year.   sales.   9/30/11   10  
  • 11. List  of  Deliverables   u Multi-­‐Piano  Logo   •  Used  for  marketing,  fundraising,   t-­‐shirts,  email  correspondence   u  Concert  Flyer  Design   •  Modern/contemporary     •  Hung  in  public  places   u Program  Cover  Design   u  KCMTA  Social  Media   •  Uses  theme  “Destination:   •  Facebook,  Twitter,   Musique”   Youtube   •  Includes  logo   u Brochure  Design   u  Film  Clips  for  Transitions   •  Goes  to  grant  committees,   •  22  Videos  30-­‐45  seconds   potential  donors,  businesses,   each  to  transition  from   new  teachers   each  piece   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   11  
  • 12. Requirements  &  Assumptions   Requirements   Assumptions   What  strategies  we  plan  to  use  with   What  we  know  the  client  hopes  to   our  client…   accomplish  using  the  strategies…                         Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   12  
  • 13. Project  Plan/Timeline   Logo  Develpoment/ Program  Cover  Design/ Video  Storyboarding   Filming  of  clips   Brochure  Design/Video   (for  Multi-­‐Piano   Editing   (Destination  Musique   Concerts)     Theme)     KCMTA  Social  Network   Concert  Flyer  Design/   Video  integration   (facebook,  twitter,   youtube)   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   13  
  • 14. Competitor  Research   u  Kansas  Music  Educators  Association   http://www.ksmea.org/home/index.php     u  Meyer  Music     u  http://www.meyermusic.com/default.aspx   u  Musika  Lesson http://www.musikalessons.com/piano-­‐lessons-­‐overland-­‐park-­‐ks   u  Kansas  City  School  Of  Music     http://www.kansascityschoolofmusic.com/KCSM/Index.cfm     Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   14  
  • 15. Kansas  Music     Educators  Association     u  Multiple  Districts:   •  Northwest   •  North  Central   •  Northeast   •  Southeast   •  Southwest   •  South  Central   u  Have  annual  recitals     Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   15  
  • 16. Meyer’s  Music   u  Teach  multiple  instruments:   •  Band   •  Orchestra   •  Miscellaneous   u  Leases  Instruments   u  Location:   §  10122  West  119th  St   Overland  Park,  KS  66213     Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   16  
  • 17. Musika  Lessons   u  Teach  Many  Instruments:   •  Piano   •  Guitars   •  Brass   •  Woodwinds   •  Strings   u  National   •  In  home  lessons   •  Phone  lessons   •  In  studio  lessons   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   17  
  • 18. Kansas  City  School  of  Music   •  Teach  Multiple   Instruments:   •  Piano   •  Voice   •  Guitar   •  Cello   •  Bass   •  Violin     •  They  Have  Monthly   Recitals  &  Performances.   •  Location:              143rd  and  Metcalf              Overland  Park,  KS  66223         Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   18  
  • 19. Our  Plan   What  this   accomplishes…   Tractor  Supply  Company   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   19  
  • 20. How  we  beat  the  competition   u Unique  Factors:   •  Multi-­‐Piano  Concert   •  Multi-­‐Age  Range   •  Duel  Teachers  &  Students   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   20  
  • 21. What  we  will  do  first  to  get  started   u The  first  thing  is  to  get   a  mock  logo  of  the   multi-­‐piano  concert.   Approved  by  KCMTA   u After  we  get  approval   we  will  take  our  first   step  into  designing  the   brochure  for   Destination  Musique     Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   21  
  • 22. How  we  will  divide  the  work:   u Greg’s  focus  is  on  the  video/theme  elements.  He  will  continue   to  work  to  integrate  the  film  with  the  design  media,  and  to   provide  animations  for  the  videos  with  assistance  from  the   filmmaking  students.  He  will  also  assist  with  any  technical  design   elements  when  not  working  on  video.   u Allison’s  focus  is  the  graphic  design  elements.  She   collaborates  with  Greg  to  understand  the  aspects  represented  in   the  film  to  be  consistent  in  reflecting  the  theme.  She  is  currently   working  on  the  program  cover.   u Jonathan’s  focus  is  on  graphic  design  elements  as  well,  but   he  is  dealing  with  the  KCMTA  Multi-­‐Piano  designs  alone.  These   do  no  concern  the  theme.  He  is  designing  the  logo  that  will   appear  on  the  website,  t-­‐shirt,  flyer,  etc.  We  collaborate  for  ideas   to  come  up  with  the  strongest  design.   Jonathan  Brown   Greg  Castro   9/30/11   22   Allison  Porterfield  
  • 23. Client  Pitch   Jonathan  Brown   Greg  Castro   23   9/30/11   Allison  Porterfield   23  
  • 24. Client  Approval   u To  avoid  mistakes  and  miscommunications,  we  will   have  the  KCMTA  Multi-­‐Piano  Concert  chair  heads  sign   a  printed  copy  of  all  designs  in  approval   u Meet  every  two  weeks   Jonathan  Brown   Greg  Castro   9/30/11   Allison  Porterfield   24