Sustainable Tompkins Brand Proposal

•

2 likes•315 views

RachelHeiss

Design

Research/SWOT

Strengths
Weaknesses

•  Colorful
branding
•  Not
cohesive

•  Diversity
in
programing
•  Complicated
topic
to
convey

•  Strong
social
media
imaging
•  Industry-‐speciﬁc
jargon

Opportuni4es
Threats

•  Engaging
with
social
media
•  Budgetary
restric4ons
may

followers
limit
vendors

•  Ithaca’s
strong
interest
in
•  Compe44on
with
well-‐
sustainability

established
sustainable

•  Engaging
with
community
organiza4ons

•  Clariﬁca4on
of
programs
•  Lack
of
public
knowledge

Objec4ve

•  Create
more
appealing
visuals

•  Less
Text

•  Less
technical
language

•  “Homey
sexy”

•  Understand
your
audience

•  Who
the
target
it

•  How
to
get
them
involved

•  Simplify
and
organize
informa4on

Deliverables

•  4
posters

•  1
Take-‐away

•  Sustainability
Cer4ﬁcate

•  PowerPoint
template

•  Other
implementa4on
ideas

Poster
2
–
Old
Energy
Challenge

•  Text
heavy

•  Informa4on
about
program

is
not
updated

•  Too
much
informa4on

Future
Ideas:
Strategy

Adapt
the
newsle]er
with
less
copy
and
more

links

•  Evaluate
the
newsle]er
using
MailChimp

Evaluate
and
adapt
the
messages
on
your

website
using
Google
Analy6cs

Use
sustainable
deliverables

•  Arnold
Prin4ng
Corpora4on:
Local,
Free

delivery,
recycled
materials

Future
Ideas:
Social
Media

YouTube
videos

•  User
generated

•  Success
stories

Keep
it
all
consistent

•  Facebook

•  Twi]er

•  Flickr

Future
Ideas:
Fun
idea

•  Bookmark
(with
seeds)

•  Aber
school
programs

•  Origami
(put
recycled
paper
to
use)

•  Deals
with
local
businesses

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Sustainable Tompkins Brand Proposal

1. Sustainable Tompkins Proposal Presented to you by: Brand Design and Communica6on – Fall 2012

2. Agenda •  Research/SWOT •  Objec4ve •  Deliverables •  Design Process •  Posters and Take Away •  Future Ideas

3. Research/SWOT Strengths Weaknesses •  Colorful branding •  Not cohesive •  Diversity in programing •  Complicated topic to convey •  Strong social media imaging •  Industry-‐speciﬁc jargon Opportuni4es Threats •  Engaging with social media •  Budgetary restric4ons may followers limit vendors •  Ithaca’s strong interest in •  Compe44on with well-‐ sustainability established sustainable •  Engaging with community organiza4ons •  Clariﬁca4on of programs •  Lack of public knowledge

4. Objec4ve •  Create more appealing visuals •  Less Text •  Less technical language •  “Homey sexy” •  Understand your audience •  Who the target it •  How to get them involved •  Simplify and organize informa4on

5. Deliverables •  4 posters •  1 Take-‐away •  Sustainability Cer4ﬁcate •  PowerPoint template •  Other implementa4on ideas

6. Design Process

7. Poster 1 – Old Mini-‐Grant Program •  Front poster has no logo or call to ac4on •  Coloring is not on brand •  Viewer does not know what to focus on

9. Poster 2 – Old Energy Challenge •  Text heavy •  Informa4on about program is not updated •  Too much informa4on

10.

11. Poster 3 – Old Climate Fund •  All text – no pictures •  Coloring and overall feel is cohesive with brand image

12.

13. Poster 4 -‐ old n/a

14.

15. Take Away -‐ old •  Poor prin4ng quality •  Poor picture quality •  Cohesive with brand image •  Does not connect with the audience •  Too complex

16.

17. Sustainability Cer4ﬁcate

18.

19. Future Ideas: Strategy Adapt the newsle]er with less copy and more links •  Evaluate the newsle]er using MailChimp Evaluate and adapt the messages on your website using Google Analy6cs Use sustainable deliverables •  Arnold Prin4ng Corpora4on: Local, Free delivery, recycled materials

20. Future Ideas: Social Media YouTube videos •  User generated •  Success stories Keep it all consistent •  Facebook •  Twi]er •  Flickr

21. Future Ideas: Fun idea •  Bookmark (with seeds) •  Aber school programs •  Origami (put recycled paper to use) •  Deals with local businesses

22. Thank You!

Sustainable Tompkins Brand Proposal

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