Semester-Long Project: Part 2/ Foundation, Identity & Audience

Transcription

1 Semester-Long Project: Part 2/ Foundation, Identity & Audience

2 Semester-Long Project Breakdown Part 1 Part 2 Part 3 Part 4 Part 5 Part 6 Proposal: problems, vision, goals, audience Naming exercise Foundation: Culture and tone, situation analysis, and core messaging Digital asset planning Set up of website and social media Campaign #1 Planning, Implementation and Metrics Campaign #2 Planning, Implementation and Metrics Final report including review, reflections, aspirations Visual identity (logo, font, colors) Metrics setup Audience persona (target audience profile) Customer decision process

3 2/ FOUNDATION, IDENTITY, AUDIENCE 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 310 Semester-Long Project Part 2: Foundation, Identity & Audience 310 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 EXAMPLE / Project Foundation Mission: Our primary objectives are to promote mental and physical health and create a relaxed and stress-free environment to hang out. We want our customers to remember us for having quality service, relaxed and positive instructors and employees who care about customer wellbeing, and delicious and affordable food. Philosophy: To our customers, our company is committed to delivering options for a healthy lifestyle. To our employees, our company is committed to providing a quality, fun and positive work environment that allows them to have fun and help others. To our stakeholders, our company will deliver an interesting, young, upbeat, and fun health company that is stands out from other companies in our small community. Tone: When our customers think of us, we want them to think relaxing, welcoming, healthy, Zen, chill, fun, positive, empowering, supportive, and safe. These adjectives are important to us because they establish a feeling of comfort and health that influence mental and physical wellbeing. We want to create an environment that encourages self-improvement. Credit: Team Euphoria - Kendall Hoy, Zayna Lang, Fatou Bojang, and Rachel Lutovsky)

5 EXAMPLE / Strengths, Weaknesses, Opportunities, Threats Strengths: Euphoria will strive to provide multiple services to our customers. We understand the lives of college students which is why we will promise to be affordable, consistent, and never ignore their mental or physical health. Weaknesses: With any new business it s always difficult to retaining the target audience. It will also be a challenge to keep our prices reasonable. We also know that our company creates more of a relaxing environment, so people looking for a more exciting atmosphere won t be drawn to our business. a college aged audience Opportunities: Within the community people are in need of a platform that revolves around the idea of a happy mind due to the recent hardships within the Pullman community. We also know that people love any type of quick fix and will want to do detoxes, boot camps, other programs with fast results. Threats: Because the company is based in a small town (Pullman), it may be difficult to obtain the membership and attention we need to stay afloat. Small town means increased competition because all services are local, and people may not want to try something new. They are comfortable returning to companies with whom they had a good experience. It may also be difficult to connect to our male audience because yoga and juice bars are stereotypically feminine. Furthermore, it might be difficult to maintain steady business during the summer. Our main audience is college students, but they all leave Pullman during the summer to go home.

6 EXAMPLE / Competitor Main Street Squeeze Perception of quality: Main Street Squeeze is locally owned and very popular in the Pullman community. Customers are raving about how much they love this place and the owner, Destiny is mentioned multiple times. Because of this I would say they have excellent customer service. Weaknesses: Main Street Squeeze doesn t have an actual restaurant yet. As of now, they are renting space within a building causing them to be hidden from the public eye. This adds an extra level of difficulty to get customers into the door because they are hard to get to and have no social presence. Customer sentiment: Customers say that their products are delicious/refreshing and they have a cute environment. Most comments were positive, but they need to bring more attention to their company in order to reach college students. Promotional assets: Main Street Squeeze is not very visible to the public. Due to poor PR. Because they are off campus they are missing their main target audience.

7 EXAMPLE / Core Messaging Who: Euphoria hopes to change the way people think about mental and physical health. We hope to inspire others to become more aware of their overall wellbeing and we encourage them to better themselves with the help of Euphoria. What: Euphoria offers a service that has been neglected on the WSU campus for quite some time. We offer not only all natural ingredients within our products, but we also provide a place to enhance your mind and body. Our studio for yoga and meditation gives our company that extra uniqueness that many students are looking for. Where: Euphoria is currently serving the Pullman region to provide our services on the WSU campus. When: According to the American College Health Association the percent of overweight and obese college students went from 27.4 percent in fall 2006 and increased to 29.2 percent in The overall obesity rate for America in 2016 is a little over 20 percent. We understand that stress and a lack of resources can lead to an increase in these obesity rates. Our goal is to be a healthy resource for college students. Why: College students are extremely busy dealing with the monumental amounts of responsibilities that are put on them. Often times, because of their busy lives students are unable to stay healthy. Now that Euphoria will be easily accessible to WSU students, we hope to enhance their overall wellbeing with our natural products and destress services.

8 EXAMPLE / Company Overview The name of our company is Euphoria, we are a wellness studio located in Pullman by Porchlight Pizza. Our wellness studio includes a restaurant and cafe. In addition, we offer a variety of different yoga and pilates classes. Some of the key people in Euphoria include, Kendall Hoy, the project manager; Fatou Bojang, user experience; Rachel Lutovsky, content manager, and Zayna Lang, creative director. Euphoria was motivated by a desire to improve mental and physical health in the WSU and Pullman community. It exists to reduce stress, provide healthy alternatives, offer a good workout, and create a relaxing and welcoming environment. It is important because Pullman is lacking an affordable option that allows community members to improve their overall wellness. Key words and phrases: Our vision is to reduce our customers stress, promote mindfulness, and offer a safe place to focus on yourself. Our primary goal is to promote and maintain a healthy lifestyle. We want to promote the idea that mental health is just as important as physical health. Some of the products and services that we provide are yoga and pilates classes. In addition we will have a cafe/restaurant in that studio that will serve smoothie, acai bowls, salads, tea, and sell granola bars. In addition, we plan to sell yoga mats, nuts/chia seeds/granola bars/healthy food etc, essential oils, vitamins, tea bags, apparel w/ company logo, water bottles Euphoria was created because we wanted to design a place that feels blissful and happy. In addition, we felt that the Pullman community has so much stress and we want to remind people NOT to forget about their health.

9 EXAMPLE / Brand Platform Brand Position: We want Euphoria to be perceived as a health-conscious company that prioritizes not only physical wellness but mental wellness too. When customers think of Euphoria, we want them to think of it as healthy, wholesome and reliable. Brand Promise: Our customers expect freshness, quality, consistency and positivity. Brand Drivers: What separates us from others is that we have fresh, whole foods and we offer other services beyond food that promote good health. There aren t any stores in the area that offer the same. consistency and positivity. Brand Personality: Our company is about quality, wellness, health inside and out. We believe in giving our customers fresh whole foods and providing wellness classes to promote optimal health.

10 BRAND STYLE SHEET Team Euphoria Kendall Hoy, Zayna Lang, Fatou Bojang, and Rachel Lutovsky Nunito Lite Glacial Indifference Cambria

11 EXAMPLE / 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. >> Check out a more detailed audience persona example by S. Tranchell, U-Idaho

12 PRIMARY AUDIENCE: College Students that attend WSU or U of I and Palouse moms; ages 18-50; low or average income; free time; those who love health and working out. CUSTOMER DECISION PROCESS PROCESS: Creating a strategic and sustainable outreach program that invites customers to become members, participate in classes, buy products and ultimately make investments.