appendix of creative content for serenity house

APPENDIX

About Serenity House:

Serenity House provides 24-hour specialized care for people in their final months of life, their families and their loved ones. The home is an ideal alternative to hospitals, nursing homes and in-home care. It’s free of charge. A team of fully trained volunteers and on-call medical professionals staffs the home around the clock.

Mission Statement:

Respect and support for the terminally ill are reflected in our work at Serenity House. Our home, hearts and hands are open to provide a warm, accepting and supportive environment for residents and their loved ones. For those nearing the end of a terminal illness, we will address their physical, emotional, and spiritual needs. We allow them to leave this world with dignity. This holistic, supportive environment also extends into the bereavement process.

Location:

1278 Brace Road, Victor, N.Y. 14564

Website:

http://serenity-house.org/

30-Second Elevator Pitch:

© Dixon Schwabl 20151


Serenity House provides 24-hour specialized care for individuals who are in their final three months of life, their families, and their loved ones. Our home is an ideal alternative to hospitals, nursing homes, and in-home care. It is free of charge. A team of fully trained volunteers and on-call medical professionals are staffed at the house at all hours, every day. Our care focuses on controlling pain, as well as helping residents and their families come to terms with the often-overwhelming emotional issues they may encounter. Serenity House provides the highest level of care and comfort for your loved one in a home-like setting.

Common Questions:

Where is the Serenity House located?1278 Brace Road, Victor, N.Y. 14564

Where can I donate and/or find our more information about the Serenity House? http://serenity-house.org/

How many people can the Serenity House care for at one time?The Serenity House can house care for two people at a time. This small number ensures that our guests will receive only the upmost level of care and love.

How can I help?Please visit our website, serenity-house.org, for information on great volunteer opportunities such as our college internship program! You can also attend our latest fundraising event, Skate With The blue Devils, on December 19th to show your support!

Creative Brief

DATE: 12.9.15CLIENT: SERENITYHOUSE

STAKEHOLDERS: CLIENT: Lauren Kolb DS TEAM

o Jaclyn Bergino Jon Paul Dursoo Ashley Parrington

BRAND PROMISE: A warm, embracing image that conveys a mature tone.



Background DS has been charged with creating a brand experience for Serenity House that invokes warmth, caring, and maturity. Notes from the brandincite process (including the SWOT) are included below. The final brand pyramid resulting from this information is attached.

Strengths:o Depicts an image of a houseo Hearts included to represent loveo “Serenity House” included in the logo

Weaknesses: o Does not convey the representation of a hospice homeo Has a youthful feel

Opportunities: o Include the word hospiceo Create a more mature overall imageo Continue to radiate the feeling of being at home

Threats: o Possible outside perception of being outdated and coldo Possibly outside perception of being a home for youth

Challenge/Current Perceptions Create a logo that stands out among other hospcie centers in the Rochester

area

Deliverables Deliverables:

o Logo and tagline o Brand Board

Logo Color palette Font Selection Logo variations

Branding goal Establish Serenity House as a leader in hopsice care and convey the warmth

and love that the house radiates within the logo. With this new image, Serenity house will be able to achieve brand consistency and equity.

Who are we talking to? Donors Volunteers The Community Children and families of residents

What do we know about them?/What matters to them? That their relatives will be treated with dignity and respect in their final days


That they will be staying at a trustworthy and safe home that provides the upmost level of care

That the Serenity House has a good standing in the community That they will be making a difference by donating and or volunteering to this

cause

What words best describe emotions surrounding the Serenity House? Friendly/Approachable Genuine Loving Caring Warmth Maturity Dignified Hope Peaceful Comfortable Safe


Calendar ListingFor Immediate Release


COLOR PALETTE

FONT SELECTION

TRAJAN PRO 3Aa Bb Cc Dd Ee Ff Gg

Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv

Ww Xx Yy Zz

Alex BrushAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn

Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

LOGO VARIATIONS

5

Dec. X, 2015

FOR MORE INFORMATION:Jon-Paul DursoDixon Schwabl585-734-1580 | [email protected]

-or-

Lauren KolbBoard of Directors, Serenity House585-586-6900 | [email protected]

Victor Varsity Ice Hockey Team Hosts Fundraiser to Benefit Serenity House

- Open to Entire Community -

WHAT: The Victor varsity ice hockey team is hosting an event to help a local hospice home. Serenity House is located in Victor, New York, and is partnering with the ice hockey team to help increase awareness and generate donations.

For the first time, the Victor Blue Devils will host Skate with the Blue Devils. . Guests who attend will be able to participate in a meet-and-greet with past and present Victor varsity ice hockey players and a one-of-a-kind disco-themed open skate.

Members of the Serenity House Board of Directors also will attend the event to answer any questions or comments about their facility. All proceeds will benefit Serenity House.

For more information on Skate with the Blue Devils, visit serenity-house.org or call 585-586-6900.

COST: $5 and guests are encouraged to make donations to Serenity House

WHEN: Saturday, Dec. 19, 201510-10:45 a.m. — Meet-and-greet with past and present Victor varsity hockey players and coaches11 a.m.-1 p.m. — Disco-themed open skate with 2015-16 varsity hockey team

WHERE: Thomas Creek Ice Arena and Pro Shop80 Lyndon Road, Fairport, N.Y. 14450

About Serenity HouseSerenity House provides 24-hour specialized care for persons who are in their final three months of life, their families and their loved ones. Our home is an ideal alternative to hospitals, nursing homes and in-home care. It is free of charge. We are staffed around the clock by a team of fully trained volunteers and on-call medical professionals. Our care focuses on controlling pain, as well as helping residents and their families come to terms with the often overwhelming emotional issues they may encounter. Serenity House provides the care and equipment 24 hours a day for your loved one in a home-like setting.

###


mailto:[email protected]

Media pitch to a general news desk: Good morning/afternoon!

On Saturday, Dec. X, Thomas Creek Ice Arena will host the inaugural Skate with the Blue Devils. The fundraiser’s mission is to increase awareness and raise money for Serenity House, a local hospice home. Participants will get to take part in a unique disco-themed open skate.

Community members from around Rochester will gather to skate alongside their favorite Victor Blue Devil hockey players, as well as to learn more about Serenity House and how they can get involved with the organization.

Please see the attached release with all of the details, and please let me know if you have any questions!

Thank you for your consideration!

Jackie BerginDixon Schwabl 585-645-5758


Media pitch to a specific reporter:

Hi, X!

On Saturday, Dec. X, Thomas Creek Ice Arena will host the inaugural Skate with the Blue Devils. The fundraiser’s mission is to increase awareness and raise money for Serenity House, a local hospice home. Participants will get to take part in a unique disco-themed open-skate.

Community members from around Rochester will gather to skate alongside their favorite Blue Devil hockey players, as well as learn more about Serenity House and how they can get involved with the organization.

We thought you might be interested in an interview with Tracey Fuller, chair of the Serenity House Board of Directors. Tracey is eager to discuss the importance of Serenity House in the community and the significance of increasing the number of volunteers.

Please see the attached release with all of the details, and please let me know if you have any questions!

Thank you for your consideration!

Jackie BerginDixon Schwabl 585-645-5758


Media AlertFor

Immediate Release

Dec. X, 2015

FOR MORE INFORMATION:Jon-Paul Durso

Dixon Schwabl585-734-1580 | [email protected]

-or-Lauren KolbBoard of Directors, Serenity House585-586-6900 |

[email protected]

Victor Hockey Hosts Skate with the Blue Devils to Benefit Serenity House

- All the proceeds raised will benefit Serenity House -- Open to Entire Community -

WHAT: The Victor Blue Devils varsity ice hockey team will host its first annual Skate with the Blue Devils to help benefit Serenity House. Team members and coaches will hold a meet-and-greet prior to the open skate, where the will sign autographs and chat with fans. Members on the Serenity House Board of Directors also will be in attendance to answer any questions about the hospice home.

Guests will also have the opportunity to experience a one-of-a-kind disco-themed open skate. Thomas Creek Ice Arena recently added disco lighting and has dedicated Skate with the Blue Devils as a perfect opportunity to display the new light show. A local DJ will be scratching party favorites and tunes to keep everyone on their skates. Prior to the event, the team will take on Penfield.

For more information on Skate with the Blue Devils, visit serenity-house.org or call 585-586-6900.

WHEN: Saturday, Dec. 19, 201510-10:45 a.m. — Meet-and-greet with past and present Victor varsity hockey players and coaches11 a.m.-1 p.m. — Disco-themed open skate with 2015-16 varsity hockey team

WHERE: Thomas Creek Ice Arena and Pro Shop80 Lyndon Road, Fairport, N.Y. 14450

WHO: Lauren Kolb, Serenity House Board of DirectorsTracey Fuller, chair, Serenity House Board of DirectorsVictor Hockey alumniGraduated members of the Section V 2014-15 championship team

About Serenity House



Serenity House provides 24-hour specialized care for persons who are in their final three months of life, their families and their loved ones. Our home is an ideal alternative to hospitals, nursing homes and in-home care. It is free of charge. We are staffed around the clock by a team of fully trained volunteers and on-call medical professionals. Our care focuses on controlling pain, as well as helping residents and their families come to terms with the often overwhelming emotional issues they may encounter. Serenity House provides the care and equipment 24 hours a day for your loved one in a home-like setting.

###


Press ReleaseFor

Immediate Release

Dec. X, 2015

FOR MORE INFORMATION:Jon-Paul Durso

Dixon Schwabl585-734-1580 | [email protected]

-or-Lauren KolbBoard of Directors, Serenity House

585-586-6900 | [email protected]

Victor Hockey to Host Skate with the Blue Devils - Proceeds Benefit the Serenity House in Victor, New York -

- Open to Entire Community -

Victor, N.Y. — Dec. X, 2015 — Thomas Creek Ice Arena will host the inaugural Skate with the Blue Devils on Dec. 19. The fundraiser’s mission is to increase awareness and raise money for Serenity House, a local hospice home. The event will run from 10 a.m. to 1 p.m. at Thomas Creek Ice Arena, located at 80 Lyndon Road in Fairport, N.Y. Tickets for the event are $5, with all proceeds going to Serenity House. Guests also are encouraged to donate any amount.

Guests will have the opportunity to attend a meet-and-greet with the varsity Blue Devils ice hockey team and coaching staff.

Attendees will also include: Lauren Kolb, Serenity House Board of Directors Tracey Fuller, chair, Serenity House Board of Directors Victor Hockey alumni Graduated members of the Section V 2014-15 championship team

Guests will not only be able to skate along side their favorite high school hockey players, but will take part in a one-of-a-kind disco-themed open skate. This will include themed music and a disco-themed skating rink. Guests are encouraged to wear clothing that they would like to have signed by the players and coaches. Once Skate with the Blue Devils has finished, the varsity ice hockey team will take on Penfield at 3 p.m. Fans who took part in the event will be granted free admission to the game.

About Serenity HouseSerenity House provides 24-hour specialized care for persons who are in their final three months of life, their families and their loved ones. The home is an ideal alternative to hospitals, nursing homes and in-home care. It is free of charge. The home is staffed around the clock by a team of fully trained volunteers and on-call medical professionals. The care focuses on controlling pain, as well as helping residents and their families come to terms with the often overwhelming emotional issues they may encounter. Serenity House provides the care and equipment 24 hours a day for your loved one in a home-like setting.

###



Press ReleaseFor Immediate ReleaseDec. X, 2015

FOR MORE INFORMATION:Jon-Paul DursoDixon Schwabl585-734-1580 | [email protected]

-or-

Lauren KolbBoard of Directors, Serenity House585-586-6900 | [email protected]

Headline (In Bold and Centered, Keep it to 8-10 Words)- Sub Headline -

Body

Location — Date (Spell out month (need to be bold)) - This is where you will input the information regarding the event and what its purpose is. Include:

Time and location of event Mission of event Details about event (requirements, special guests, entertainment) Cost of event (if the event isn’t free)

About Serenity House (Boilerplate (in bold))Description of what it is that Serenity House.

###

Refer to press release written for Skate with the Blue Devils for outline


Jennifer Moritz, 12/07/15,

Month needs to be abbreviated if you use a date, too. Follow AP style.


appendix of creative content for serenity house

Marketing