2013 Altria CreateAthon Presentation - Valentine Richmond History Center
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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.
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