1st Slide – “Hi”:
MAGENTA
• Begin with handing Shirley,
Trish and the tutors our folder with our deliverables.
• Welcome everyone to our
presentation and introduce the team.
• Mention in the folder they
have received are copies of the deliverables we have produced.
2nd SLIDE CHANGE - “Cheers”:
First of all, we would like to thank you for all your time and
cooperation over the past 14 weeks. We understand that opening your doors to
unfamiliar students can’t be easy, but your feedback and support throughout
this project has been invaluable. We really believe in the work you do and we
hope that we have devised strategies and solutions that you would like to
undertake in the future. Utilising our own knowledge and skills, we have
prioritized multiple cost-effective design solutions that we feel will meet
your needs for a stronger and more prosperous future for Earthlink.
3rd SLIDE CHANGE – Blank Slide
We gathered insight from your employees and discovered that the common
hurdles that stand in your way from reaching your full potential are:
4th SLIDE CHANGE - “time”:
Time,
5th SLIDE CHANGE- “money”:
Money
6th SLIDE CHANGE - “support”:
& Support.
We understand that as a not-for-profit organisation, you may not see the
benefits of investing in strategic marketing. However there are cost effective
ways around this hurdle and the benefits are limitless.
A few of your employees generously shared their opinions of Earthlink and
from this we identified that as your time and money are limited, other facets
of your company are often prioritised over injecting funding into publicity and
marketing.
GEORGE
We conducted several surveys in the Lower Hutt Region and Wellington City
that identified a lack of awareness of what you are; communicating how
important it is for you to implement marketing strategies. You can see a list
of these results in the folder in front of you.
7th SLIDE CHANGE - “60% of people had no idea what
Earthlink is”:
We think the work you do is awesome and the general response from our
conversation with the public is that they think so too! The problem is that
many people were unaware of what you are before we spoke with them. People want
to help you upon hearing what Earthlink is, but they need to know you exist in
order to do so! Essentially, marketing will project a consistent representation
of you and increase the public’s awareness of what you are and why you are so
great.
8th SLIDE CHANGE – Map
In the following slides we hope to shift your preconceived idea of design
and convince you of how powerful and profitable it can be. By identifying your
hurdles we have come up with two major strategies that cover your brand
identity and marketing strategy. We will go on to talk about the multiple
solutions we have created to prepare your company for a more prosperous future.
ROWENA
9th SLIDE CHANGE – feedback on logo so far:
To convince you further, we began by showing members of the public the various
logos you currently use and asking them what they think Earthlink is and does,
based upon these. Although some identified that you recycle used goods, others
were uncertain of what your company does and didn’t recognise that you were a
not-for-profit organisation, based upon your logo.
10th SLIDE CHANGE –
We have iterated your logo to improve your current identity and bring you
up to speed with other like-minded corporations. We are proposing a logo that
can be slowly rolled out across different areas of your company, such as your
vehicles, leaflets and signage, without any drastic change, working across a
wide range of media.
HELENA
11th SLIDE CHANGE - logo iteration:
A lower-case font has replaced the heavier, capitalised text of your
previous logo to suggest your company’s friendliness and approachability. You
will notice that the core iconography and colour palette of your previous logo
has not been drastically altered, to stay true to your brand and history.
12th SLIDE CHANGE - Benefits of social media:
“68% of people trust online opinions
from other consumers.” – Nielson, 2013.
Utilizing
social media should be an important part of your business model and overall
marketing strategy. Managing and promoting your brand online can lead to
increased sales, more web traffic and higher rates of recognition for your company.
Social media allows you to
target specific audiences, build relationships and engage with existing and
potential customers in ways that aren’t available within traditional marketing.
It is a great way for you to reach out, directly connect with your audience and
increase your local internet marketing efforts.
12th SLIDE CHANGE – Facebook templates
Facebook is a huge vessel that if used in a considered and structured way
can reach masses of potential consumers at minimal cost. People are interested
in what you do for their community and keeping them up to date with your
efforts online will captivate their interest.
GEORGE
13th SLIDE CHANGE – Guidelines
We have created a social media plan, developed to save you time and give
you results. The plan includes a step-by-step guide of multiple marketing
strategies to consider before you post.
Shirley, if you look into your folder, you will see a copy of these
easy-to-follow instructions, detailing what makes a successful Facebook post.
Finally, we approached Rob and Trish to ask their opinions of what they
think could be improved to make their jobs a little easier.
14th SLIDE CHANGE – Pushing the Recycling Shop
Rob mentioned creating a separate page for the Recycling Shop. Here we
have created structured examples of what the recycling page would look like. The
Recycling page will take on a similar stance to how the Earthlink Kids’ page is
structured, with an aim in increasing product sales and engaging with the
audience.
15th SLIDE CHANGE – Here we have selected one of your most
successful posts on your current Facebook page. We have found the public is
more interested in reading about your success in the community, current events
and posts that reflect your character as a company.
Trish liked the idea of opening a temporary position, specifically to
rejuvenate your Facebook page. We understand that as tempting as it is to operate
the Facebook page yourselves, it would be better to employ someone who is
fluent in understanding how this media operates in our lives. Thus, we have proposed
an open job description that can also be found in the folder we have given you.
MAGENTA
16th SLIDE CHANGE – Tiny Paper Ambassadors:
The first things we picked up at Earthlink were your leaflets. As visual
communicators, we saw potential to update and refresh their look, condensing
information into three concise and simple to read leaflets.
17th SLIDE –
One for supported employment, one for businesses and another for visitors
to your premises. We have also included these same files without the text. This
allows you to insert and modify the text on top of this graphic template;
future-proofing you, should any information change. We have designed these to
look great when printed onto standard A4 paper, allowing you to print these in
your office as required.
All you need to do to create a new leaflet is open up Publisher or
Microsoft Word and insert the jpeg file we have given you on to the document
and add the updated text in the necessary spaces available.
ELISE
18th SLIDE CHANGE – Informative way-showing:
Upon our first arrival at Earthlink, we found it confusing finding where
the main entrance to the Recycling Shop was. The application of quality vinyl
cut stickers will guide customers to the entrance and entice them into the
Recycling Shop. We are proposing that large stickers, depicting your new logo,
be placed on the car park wall
19th SLIDE CHANGE - by the entrance next to the two shops.
Signs directing customers to the entrance of Earthlink Kids and the Recycling
Shop have been proposed, these would adhere to the window between these two
entranceways
20th SLIDE CHANGE - on the rear wall of the Recycling Shop.
This solution could also be implemented on the rear wall of the Recycling
Shop to personalize the space.
If I draw your attention to our simulation, a body of text explaining
what Earthlink is and what you do has also been vinyl cut and could be placed
on the right-hand wall inside the Recycling Shop, advising customers where
their money is going when they purchase goods in the shop and who will benefit
from it.
The adhesive vinyl is cheap, removable and doesn’t leave any residue once
it has been removed. This makes it ideal for implementation in a leased
building such as yours. Estimated price of this process will be approximately
$200 plus labour.
21st SLIDE CHANGE – On the job
As a low-cost tool to advertise and raise awareness in the community, as
well as encouraging conversation between the public and your employees, we are
offering a sophisticated example of a high visibility vest.
22nd SLIDE CHANGE –
Reading “ask me about Earthlink” on the back, we hope that as your staff
are gardening and mowing lawns, the public will approach them, to ask who
Earthlink are and in doing so, gain an awareness of the great work you do.
23rd SLIDE CHANGE - Print it yourself
If this suggestion appeals to you, we would love to provide you with a
screen print kit, containing the equipment required to produce more
screen-printed uniforms. This would include a second-hand screen, with text
depicting your logo and website exposed onto it and a squeegee for passing fabric
paste through the screen and onto the vests. We would also donate our own time
and knowledge, to come out to Earthlink and demonstrate the screen print
process to you. The fabric paste can be purchased at Gordon Harris and when
used economically, a little can go a long way to minimise costs.
ROWENA
24th SLIDE CHANGE – Paste ups
25th SLIDE CHANGE -
The posters we have designed invite the passerby into a virtual
Earthlink. Lighthearted in tone, with a green vibrancy, we chose to use imagery
of your staff and environs to create a relatable connection. The short and
snappy copy will capture the interest and imagination of the passerby.
We have connected with Phantom Billstickers and have an offer from them
for 25 to be posted up, free of charge. They are also offering to print the A3
–sized posters at only 90 cents each.
26th SLIDE CHANGE – positive outcomes:
We really do believe that if you take on our ideas, you will see an
increase in
27th SLIDE CHANGE –
consumers,
28th SLIDE CHANGE –
donations and local support
29th SLIDE CHANGE –
and business links. Each member of this team is truly passionate in
contributing to a greater future for Earthlink: a future where your business is
recognised and utilised for its facilities, opportunities and environmental
vision.
30th SLIDE CHANGE -
Our proposed ideas are opportunities to create and nurture a relationship
with the buying public, the commercial sector and the donor with a social and
environmental conscience.
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