BACKGROUND
• Training for reintegration and to be workforce ready.
• Horticulture;
- Community gardens
- Council clean up scheme
• Junk shop
• Curtain bank
• Apparel;
- Children's clothing
- Uniforms
• Interactions with the community (development and involvement)
• (Tindel Foundation) to get sponsorship?
• Space Between website, fashion lab section. (a platform for awareness)
• Really big! Almost too big, with their resources always coming in, nowhere to go.
• Behind the scenes tour, the customers experience.
• Stats & data
• Connection and support from the Hutt City Council.
• Community based
> Helping people with mental health issues get into paid employment through;
-CV & interview workshops
- Work experience
• To provide education, training & supported employment opportunities
• Poor website layout, pamphlets.
• Signage not clear on outside of building, where things are and what they offer.
BARRIERS
• Needing more customers/clients to keep up with the growing business
- Too many items and goods, not enough consumers.
• Branding & Name of the company doesn't say or summarise the organisation accurately enough, or give the best description holistically as to what they do.
• The shop service has had some bad reviews as the public did not know about the situation of some
of the employees
- Some of the staff have mental health related issues and are part of the training system
reintegration, which may not be clear to a visitor/customer.
- Customer experience could do with improvement.
• Signage is not cohesive or unified across all mediums.
- Signs and logo on the external facade of the building are slightly different and come across as
confusing or disorientating, and do not state all the services offered inside the organisation.
- Main shop, Apparel and recycling area's should all be similar in style but differentiated somehow.
- Pamphlets have stock imagery and do not show the workers or employees at all. they are all different in appearance and do not follow the same grid structure or layout.
- Without the intention of finding the building for Earthlink, it seems like it could be slightly
difficult to find without much signage in the region around the Hutt.
• Internal labelling within the building is almost non existent and a bit confusing to find your way
round without too much information.
• Budget is very minimal and all based on support from the government, council and other clients and companies. There is not enough funding for a huge project or campaign.
• Pricing on some of the items and garments needs to reflect the target audience or demographic, as
some appear too high, whereas still keeping in mind the future of the charity.
• Website layout doesn't cover the extent of all the info available. This links to the Facebook site and
Trade Me account where not all the info is accessible; there needs to be more, or structured well.
• Confusing demographics on FB page, hard to pinpoint.
• Hard for some people to get out there.
RESPONSE
• Increase Awareness and Presence (Awareness Campaign) - Chain reaction. Process of how it can be shared on devices, presentations, print, friends, in the shop?? Convince them this is the way!! Youtube is best platform, most viewers! Heaps of reasons to do this. Snapchat?? They get media but where is it located/housed.
- Storytelling, showing the who, what, why and how.
- Advertising through any media we can; newspaper, Massive and Capital magazines, paste-ups.
- Video's on the Facebook pages which can be shared.
- Upcoming 20th Anniversary, creating an event or celebration surrounding this.
- Signage and wayfinding options.
- While keeping the current Audience, Earthlink can also branch out to students and youth as well.
• Re-Brand (can be just to tidy or adjust slightly)
- Who, where, how, what.
- Using current imagery but also adding fresh imagery or changes?
- Bringing all the departments into one, and summing up what goes on in each.
• Website re-build & restructure
- Create a personal an communal identity.
- Interactive tour
- Imagery and video. Short interviews and stories of Earthlink.
• Uniform Identitifier for Horticulture section staff and student volunteers.
- Adding logo, message or branding to existing clothing wear to promote who they are and what
they do when out in the community, in the form of a screen print, patch or stitch and utilising the
resource uniform material they currently have available. This way, the community knows who's
behind the work.
- Messages could include "Helping out.." "Ask us about Earthlink" etc.
OBJECTIVE
1) Create a range of media designed to inform others about Earthlink and make accessible to a wider audience, such as more youth and students. This could be in the form of 'press release' information that can be shared and viewed online as well as in print. This includes short video moments, posts, antique item 'features' and Trade Me links. It could also be used to post statistics or information on a quarterly basis of what they have managed to pass on and what they have saved etc. (suggested to them or by example.) We will create the video's ourselves, interview staff members, customers and trainee's to hear their stories and experiences/perspectives in short vignettes 30secs to 1 min 30.
(Vimeo for Space Between for examples). Diff video lengths for diff platforms, eg. shorter for FB medium and longer for website. Gives transparency of what it is.
2) We will look into the ways the media and information can be viewed, read, watched or shared. Our approach could be in the form of local newspaper articles, magazine articles/ads (Wellingtonian, Capital, Hutt Valley, Massive) and by other means.
We will mock up a redesign of their website showcasing how the video's, photo's and information can work together in a beautiful manner. This will be a simple, do-able approach to improve the current.
3) Template & Example systems which can be utilised as ongoing resources for the staff. The templates or examples will work for a cohesive structure in future proofing pamphlets and other touch points and include any acceptable photo's of the staff and clients in place of 'stock' images.
4) Source funding, sponsorship or charity from as many sources as we can; the government, the Sustainability Trust, Tindel Foundation? Kickstarter, Pledgeme and other places. Could have a dual purpose to raise awareness as well. (manifold opportunities) Jen has access to more. We will approach the city councils also about creating more signage and other logistics. Providing transport or easier way to get out there for sudents or low income families. Ongoing. Pledge me mockup eg.
If you donate minimum amount, can get letter or something back in exchange??
5) Signage improvement. Wayfinding tools, current signage outside the buidling (shop, main, clothing) and on the side of the street, train, recycling bins. We want to 'put them on the map' as such, and make it easier for people who aren't necessarily looking for it to be able to find it and associate with it. (Work alongside Hutt Council, Trans Metro?)
6) Uniform improvement for horticulture department workers and student volunteers. We will try to utilise the available materials and resources they currently have, plus our time to screen print, stitch or patch onto the existing uniforms. We aim to establish an identifiable, cohesive 'uniform' that can be worn by the workers and volunteers so that Earthlink is advertised and recognised within the community as part of the horticulture maintenance and community work. Free advertising and encourages conversation "Ask me about Earthlink." (What actual resources in form of uniforms they have , Bunnings?) so can find out what to use.
(We could search for photo's of when the organisation was first established and create a video montage to showcase the heritage, and use this for a celebration such as 20th anniversary (2016)- creating an evening or day celebration with tea + cookies.) Outdoor fair, clothing with pieces, antiques, all sorts.
Research Community Trust Fair
• EL can approach other companies that others can volunteer with them? Bringing them to EL, come out and
DESIRED OUTCOME
• Our main goal/focus is to increase the knowledge and awareness surrounding Earthlink within the community. We wish to help in informing Wellington (city and Hutt) region about Earthlink's services around what they do, through wayfinding and easy to locate signage around the area and from the train station. This will encourage more people to visit, buy and benefit so the charity won't have too much waste or pile ups.
• Although the current systems in place are not perfect (for example the website, floor layout/plan,) We want to focus more on informing others of the services that Earthlink provide, and the process so that they will be encouraged to visit and help out. The systems can then be improved later, or during the process. So, rather than focusing purely on aesthetic we are wanting to help their system to get more people involved, educated and coming to the shop (deeper approach.)
• Through providing Earthlink staff with simple structures they can then utilise for a more cohesive system that can be used in the future, the current system of approach will be improved and things will run more smoothly/swiftly. We will create templates for newsletters, video's and photo's/website layout.
RESOURCES
• Utilise what they have already (current resources, people and spaces)
• Own resources, such as small budget (usual course costs,) time, own contacts.
• Our options are mostly digital, and do not require many resources other than printing, paper and time.
• People who may offer to help pro-bono (their volunteers)
• Fundraisers or sponsors. (when, if) Could include the Sustainability Trust.
• Earthlink has very little or no monetary budget.
• Funds from the councils, clients and companies.
TIMELINE
> Week 1
Picking clients, listening to EL speech, thinking about how we could help them.
> Week 2
Finding out who team was, meeting team. Schedules to the Agreement. Team photo
> Week 3
Research, brainstorming. How we want to portray Earthlink. Meeting with Trish on campus. Finding out more about Earthlink.
>Week 4
De-brief with rest of groups and discussed issues and opportunities. What we were interested in, what we wanted to persue more. Working on individual SPP's defining our objective or main goal.
> Week 5
Put together draft SPP, Developing and refining. Imagery, concepts and examples to include.
Icons and simplifying
TEAM PROFILES
• Can fill out later, or each write up a bio (experience, skills, qualities)
Should we say 50 words max each?
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