sustainable tompkins brand proposal
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TRANSCRIPT
Presented to you by: Brand Design and Communica6on – Fall 2012
Sustainable Tompkins Proposal
Agenda
• Research/SWOT • Objec4ve • Deliverables • Design Process • Posters and Take Away • Future Ideas
Research/SWOT
Strengths Weaknesses
Opportuni4es Threats
• Colorful branding • Diversity in programing • Strong social media imaging
• Not cohesive • Complicated topic to convey • Industry-‐specific jargon
• Engaging with social media followers
• Ithaca’s strong interest in sustainability
• Engaging with community • Clarifica4on of programs
• Budgetary restric4ons may limit vendors
• Compe44on with well-‐established sustainable organiza4ons
• 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
Design Process
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
Poster 2 – Old Energy Challenge
• Text heavy • Informa4on about program
is not updated • Too much informa4on
Poster 3 – Old Climate Fund
• All text – no pictures • Coloring and overall feel is
cohesive with brand image
Poster 4 -‐ old
n/a
Take Away -‐ old
• Poor prin4ng quality • Poor picture quality • Cohesive with brand image • Does not connect with the
audience • Too complex
Sustainability Cer4ficate
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
Thank You!