Part 2/ Foundation, Identity & Audience

Transcription

1 Part 2/ Foundation, Identity & Audience

2 Part 1 Part 2 Part 3 Part 4 Part 5 Part 6 Proposal: problems, vision, goals, audience Foundation: Culture and tone, situation analysis, goals and objectives, and core messaging 1.Visual identity including brand platform (logo, font, colors) Digital asset planning Set up of website and social media Metrics setup Digital campaign strategy messaging, outcomes, editorial calendar Visual storytelling, content creation Campaign implementation and metrics Final report including review, reflections, aspirations 2.Audience persona (target audience profile) 3.Customer decision process

3 Assignment Components: 1. Project Foundation: Culture and tone, situation analysis, goals and objectives, and core messaging 2. Visual identity and brand platform (logo, font, colors) 3. Audience persona (target audience profile) 4. Customer decision process Assignment Resources: Template for 563 Semester-Long Project Part 2: Foundation, Identity & Audience 563 Proj Part 2_References for examples, details, and support material Free web-based tools and suggested software to design mock company logo (if applicable) o Adobe Photoshop o Adobe Illustrator o Canva

4 Foundation Tails on Trails Mission: Our mission is to bring the community together and allow people to bond with their pets while getting exercise. We also want to raise awareness for the local humane society. We want customers to remember the fun that they had at the event. Philosophy: We want to provide a fun and exciting athletic experience for runners and their pets. We want to provide a good message for the humane society. Provide a safe and fun environment for customers and for volunteers and employees. Tone: Unique. We want to be an event that isn t hosted in the Palouse area. From our research, we would be the only pet run in the area. Pawsitive. We want people to have a pawsitively good time. Considerate. We want to be an event that is known for helping out the Humane Societies and supporting the community.

5 Company Overview Outdoor Pursuit is a Pullman-based guided tour company aiming to help create adventures for outdoor enthusiast at affordable prices with reliable equipment. It was developed by four Washington State University students in the Fall of 2017: Cole Swanson, Shea Dretke, Karyna Balmain, and Andrew Foreman. They decided to share their passions of the outdoors with everyone. Outdoor Pursuit is not just for college students, it's for the community. We pride ourselves on reaching farther than the student population and create an environment for all. Exploring and seeing the beauty in nature is something everyone should experience. The activities we have are kayaking, camping, skiing, snowboarding, bungee jumping, sky diving, hiking, and fishing. All adventures are within a two-to-three-hour radius and are led by outdoor enthusiast who the founders believe will be best suited for leading groups safely. We are located at 1050 NE Monroe St. Pullman, Wa and will spread to Spokane in the coming year. This is extremely exciting for Outdoor Pursuit because we aim to show the community how incredible and fun exploring can be. Helping more than just the Pullman community realize this is what we hope to accomplish. Spreading the excitement of adventure with desire to be outdoors lead the founders to creating this. Find your adventure with Outdoor Pursuit.

6 Brand Platform Brand Position Brand Promise Brand Drivers Brand Personality How company is perceived in the minds of customers/target audience What should customers expect from the company? What the company does better than anyone else? How it stands out from the competition; its unique attributes? What the company stands for. How will it behaves, speaks (tone), thinks, acts and reacts in its outreach, promotions and business practices. We are perceived as a speakeasy restaurant and bar that offers a wide selection of whisk(e)ys that can be paired with a variety of meals. We will be seen as the prime place to go to see jazz and see our local distillery. Customers expect high quality service with an atmosphere that takes them back to the prohibition era. They expect a wide selection of whisk(e)ys, live music, and the ability to learn through our distillery. Sidetracked will outperform the competition through the experience we offer. In the Bellevue area, there are no other restaurants or bars the offer what we do. Through our whisk(e)y, live music, and distillery, we are able to provide a service unlike any other. Our company stands for an entertaining, and relaxing environment. Somewhere people can come and enjoy themselves. To the public it is a very unique experience getting to see a distillery that is not wine or beer but hard alcohol. Also it gives off a vintage and speakeasy feeling while still maintaining a modern and classy vibe.

7 Visual Identity

8 Audience Persona Andree Rose Hollinger, age 25 nurse from Seattle I love my job, but sometimes managing organic grocery shopping and 17 hour shifts gets in the way of making smart food choices. I like to grocery shop in downtown Seattle because my job is located there and the stores are easy to get to. Status: Runner, hiker, foodie, values store loyalty, and big supporter of local businesses. Motivations: She is concerned about her body image, which is why she loves staying active and healthy by going on walks, hiking and eating beneficial food for her health; loves to cook and try new recipes for her friends and family and when she gets off work, she likes to make time to go to organic markets to see what new food she can cook. Challenges: She does not have flexible hours at work and doesn't have time to prepare meals, so she will go places that make healthy, quick and hot meals for dinner.

9 Audience Persona

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