2013 altria createathon presentation - valentine richmond history center

Assignment

Brand Architecture

Communication Strategy

“This is Richmond, VA” Event

Assignment

Brand Architecture

Communication Strategy

“This is Richmond, VA” Event

ASSIGNMENT:

OBJECTIVE: Create a marketing communication strategy and materials that will promote the “This is Richmond, Virginia” exhibit to members, donors and visitors of the Valentine Richmond History Center

DELIVERABLES

Brand Architecture

Marketing Communication Strategy for “This is Richmond, VA ” Exhibit and Executions Exhibit opening event and on-going events strategy

AUDIENCE Educated middle to upper class who live in Richmond and surrounding cities

Young Professionals who are Up-and-Comers in the Richmond Scene

Assignment

Brand Architecture

Highly Confidential Brand Analyst, Copenhagen 6

What is a Brand?

Highly Confidential Brand Analyst, Copenhagen 7

Brand (n):

“A name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them

from those of competition” (AMA)

Highly Confidential Brand Analyst, Copenhagen 9

Network of Associations

Few Many

Weak Strong

Negative Positive

Differentiated from Rivals Similar to Rivals

BRAND ARCHITECTURE Foundational component of the brand building process that provides a lens for evaluating brand strategies, ideas and initiatives to help

“keep the brand on track”

CONTINUITY AS THE BRAND EVOLVES

What is Brand Architecture?

BRAND ARCHITECTURE

Brand Assets: Key elements/symbols owned by the brand

Brand Personality: Brand’s “human attributes” that determine how it talks and acts

Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand

Brand Assets: Key elements/symbols owned by the brand

Brand Personality: Brand’s “human attributes” that determine how it talks and acts

Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand

Product Attributes Product attributes customers require that the brand chooses to deliver against

BRAND ARCHITECTURE

Brand Assets: Key elements/symbols owned by the brand

Brand Personality: Brand’s “human attributes” that determine how it talks and acts

Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand

Product Attributes Product attributes customers require that the brand chooses to deliver against

Functional Requirements Experiences customers require that the brand

chooses to deliver against

BRAND ARCHITECTURE

Brand Assets: Key elements/symbols owned by the brand

Brand Personality: Brand’s “human attributes” that determine how it talks and acts

Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand

Product Attributes Product attributes customers require that the brand chooses to deliver against

Functional Requirements Experiences customers require that the brand

chooses to deliver against

Emotional & Social Desires

Those customer desires the brand seeks to deliver against

BRAND ARCHITECTURE

Brand Assets: Key elements/symbols owned by the brand

Brand Personality: Brand’s “human attributes” that determine how it talks and acts

Guardrails: Mandatory characteristics that any product/program bearing the Brand name must meet and things that absolutely must not be associated with the Brand

Product Attributes Product attributes customers require that the brand chooses to deliver against

Functional Requirements Experiences customers require that the brand

chooses to deliver against

Emotional & Social Desires

Those customer desires the brand seeks to deliver against

Brand Essence: Enduring Values underlying the

Brand’s uniqueness

BRAND ARCHITECTURE

Brand Asset Type

What assets does The Valentine own?

Which of these do consumers recognize?

(Unaided or aided)

Symbols Swirling Staircase

Colors Red Aided

Shapes

Sounds

Logos Valentine Logo Aided

Image Associations

Wickham House, Courts End

Aided

Other Walking tours, artifacts,

collections Aided

ASSETS} {

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

{

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation.

{

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation.

The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local.

{

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation.

The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local.

If the Valentine was a person, they would be Mid-30’s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage.

{

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation.

The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local.

If the Valentine was a person, they would be Mid-30’s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage.

The Valentine would believe in the importance of community and history, and would be motivated by celebrating the past, contextualizing the present, and creating the future.

{

PERSONALITY} 1. Relationships 2. Self Identify

3. Physique

4. Values

5. Dimensions

If the Valentine were a person you knew, they would be the interesting friend in the coffee shop who always has a story to tell and sparks great conversation.

Neil deGrasse Tyson (Astrophysics Professor who makes science approachable)

The Valentine would describe itself as an approachable, yet quirky neighbor who has the backstory on everything local.

If the Valentine was a person, they would be Mid-30’s, with a sport coat over a sweater, wire rim glasses, and sipping a local beverage.

The Valentine would believe in the importance of community and history, and would be motivated by celebrating the past, contextualizing the present, and creating the future.

{

All things Richmond

Authentic/ Accessible/ Local

Logo/ “Valentine”/ Red

Relevance to past, present and future

GUARDRAILS} { Must ALWAYS have:

Stuffy/ Condescending

Exclusive

Unrelated to Richmond

Should NEVER be:

{

ts

BRAND PURPOSE STATEMENT

Functional Requirements

Emotional Social Desires

Product/Museum Attributes

Self-Image (“Pride in RVA”)

Indulgence (“I want to have

fun!)

Legacy (“A voice in shaping the future of

Richmond”)

Knowledge of Richmond (both

practical & “quirky”)

Entertaining experience for

visiting family and friends

Fun/engaging activity

Platform for engaging with

Richmond community (people and

issues)

Breadth of comprehensive

Richmond collection/exhibits

Institutional knowledge of

Richmond history

Walking/bus tours/“garden

parties”

Educational Programming

Facilitate forum discussions (i.e.

conversations on local issues)

Facilities/Courtyard/ Restaurant

BRAND ESSENCE

Essence Statement

CONNECT

CREATE

CELEBRATE

Embracing RVA’s history and building a promising future

Building the bridge from Richmond’s past to its vibrant future

Shaping RVA’s future through dialogue and conversation

What is a Positioning Statement?

POSITIONING STATEMENT (n): A process that determines how a brand

will use its identity to create an appealing brand image, relative to its competition, in the minds of its intended customer base

POSITIONING STATEMENT (n):

PROVIDES rich cultural experiences BUT Richmond History Center IS THE destination THAT FOR Richmond emerging leaders, The Valentine

ALSO provides authentic and unique perspectives

on RVA BECAUSE OF its vast collections,

specialized curators and engaging community activities.

Assignment

Brand Architecture

Communication Strategy

COMMUNICATION STRATEGY

Experiencing Richmond’s History Together

Connecting Infusing History in Today’s Life

Creating Placing Your Stamp on History

Celebrating Facilitating Broader Conversations

Logo:

Logo:

Campaign:

1. CONNECTING

Corporate, Small Business, and Campus Connections

Strategic Goal: Ladders up to the goal of bringing the Valentine Richmond History Center to the relevant places in the city

• Ties into one of the themes “How do we work?” • Generates awareness among young professionals and

students in Richmond

Execution: Place relevant objects in the lobbies & foyers of company buildings and University halls to spark curiosity and drive people to “This is Richmond, VA”

• There should be a “This is RVA” give-one and invitation to check out the exhibit, and why there is a relevant connection

Altria Headquarters Lobby

Print Strategy

Strategic Goal: • Generate awareness for the opening of the new exhibit and

create assets that are repeatable and recognizable across all communication channels

Execution: • Print ads to execute “[This] is RVA” campaign • Hand-outs for artifact placements • Direct mail that utilizes the “[This] is RVA” to generate

excitement for the new exhibit and the kick-off event • Invitations to Young Professionals and Donors

Social Media Strategy

Strategic Goal: Generate Word of Mouth as a Driver to the new Exhibit by both: • Pushing out social media messaging • Creating a UGC “pull” strategy through a handle that

connects back to the campaign (which can then be re-tweeted to a broader audience)

• Generate more online relationships to drive awareness

Execution: • Social Media Presence – Execute Print Campaign online • Create a new opportunity for co-creation of a Day-Of-Event

Exhibit • Social Media Handle: #thisisRVA, included on all print and

online executions

If you’re going to Tweet, Instagram, or Vine,

please use:

#thisisRVA

2. CREATING

Why Co-Creation?

Co-Creation is a Relevant, Engaging Tool that Delivers :

Relevance

Breadth of Perspective

S-T-R-E-T-C-H

Shared Ownership

Visitors provide their contact information and are added to the Valentine database

Visitors share their “Richmond story”, through:

• Richmond personal artifacts

• Recorded testimonials

• Historic Photo Valentine retains the assets and grants free admission to the museum

Benefits of Free Admission

• Co-Creation drives a sense of mutual ownership; visitors become true stakeholders in the future of Valentine

• Targeted, personal re-contact strategies emerge from collected assets

• Daily entry fees only make up a small percentage of total revenues

• Opportunities exist for membership up-selling strategies upon exiting the Valentine

The Youth Time Capsule Project

We want to engage the thousands of elementary and middle school students who visit the History Museum annually. By making their lives a part of the museum’s history, we hope to receive return visits as they grow up and for the grand opening of the time capsules 15 years later.

Digital Questionnaire

o Date o Name o Favorite movie? o Favorite food? o What is your favorite part about Richmond?

What you want to be when you grow up? o What will exist in 15 years that doesn’t exist now? o What is around today that won’t be in 15 years?

Member Memory Makers

Jay Williams

Willow Lawn Neighborhood

“I choose the Valentine because it connects me with my community”

3. Celebrating

“This is Richmond” Exhibit Kick-Off Event

Strategic Goal: Increase awareness and participation of the This is Richmond, VA exhibit by driving traffic to the museum and creating news in the marketplace.

Execution: • Friday Post-Work Event • Create an environment that is appealing to donors, history

makers, and your “Up-and-Comers”. • Execute elements of “[This] is RVA” campaign to tie all prior

communications elements into kick-off event • Use food and drinks to help tell part of the Richmond Story

Getting them To the Event

Food and Drink

[Carytown]

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Artifact

Event Activities

Event Takeaways

Future Events

Downtown “This is RVA” Garden Parties • Scaled down launch parties • Suggested Frequency: Quarterly, with larger-scale events

when “This is Richmond, VA” objects change • Themes: i.e 1920s Drinks of Richmond, Time period Drinks,

History of Richmond Beers.

Conversations • Continue conversations at other restaurants and at the

Valentine with a focus on “[This] is RVA”

Food for Thought • Presence at cultural events around Richmond • Sally Bell Food Truck

Metrics: Baseline Survey: Gauge current awareness levels

Buzz: Social Media followers, #thisisrva tweets and re-tweets

Membership: Increases in Membership and strong Donation vs. Admission mix

Visits: Foot Traffic, Repeat Visitors, Demographics

Connect. Create. Celebrate.