Hubbard_11.4.1_Final

First Act DiscoveryBrand Campaign Project Book

Sarah HubbardMDMFAFinal Campaign Project Book

Content1.0 Research1.1 Attributes1.2 Research 1.3 Competition1.4 Key Tenets1.5 Demographics1.6 Tribes 1.7 FeaturesandBenefits1.8 SWOT Analysis1.9 Creative Brief

3.0 Style Guide3.1 Voice & Tone 3.2 Typography 3.3 Color3.4 Textures & Images 3.5 LogoSpecifications3.6 Clear Space3.7 Medium Standard

2.0 Creative Development2.1 Design Research2.2 Print Ad2.3 Website2.4 Logo Development2.5 Motion

4.0 Final Design4.1 Stationary Packet 4.2 Digital Media4.3 Promo Items 4.4 Advertising4.5 References

1.0

First Act Discovery 4

Research1.1 Attributes1.2 Research 1.3 Competition1.4 Key Tenets1.5 Demographics1.6 Tribes 1.7 FeaturesandBenefits1.8 SWOT Analysis1.9 Creative Brief

1.1 AttributesOverview

Mission

Vision

Company Values

First Act is a “lifestyle music brand,” creating affordable, yet quality instruments and materials, with the goal ofrefiningthelivesofasmanypeopleaspossiblethroughtheuseofmusic.Theseproductswerecreatedwith consideration of the consumer, to “stimulate, entertain and inspire.” (“Aboutfirstact,”2009)

“The fundamental purpose of First Act is to promote and deliver the opportunity to play music to

everybodywhowantsit.”(Chiu,2009)

The vision of First Act Discovery is to enrich the lives of the youth by utilizing music as a tool to stimulate the brain, while enhancing the basic mechanical skills needed for proper growth and development. The futureoffirstActDiscoverywillintroducetheadditionofmoreinstruments,includingaFirstActDiscoveryConcert Series. This will consist of wind instruments for children. The brand will also have a more exciting, andefficientwebsite,aswellasgreatermeansofadvertisement.

First Act believes that music is vital as it is the one universal way of communicating to the masses, in spite of background or language. It is because of this that they are dedicated to saving music in schools, and providing opportunities for anyone who shows interest in learning musical skills.

1.2 Research

First Act Discovery is a company that manufactures musical instruments and music education material for young children. In doing so, it is the company’s goal to use music as a key component in assisting with the growth and development of young children through the mental stimulation provided by playing an instrument. In addition, as the recent status of the economy has greatly impacted schools music budgets, First Act has done and continues to do everything in their power to provide support in maintaining these programs. First Act Discovery truly stands apart in the brand’s genuine nature and efforts, however their success is stunted, as it is a brand that lacks a position in the mind of the consumers. According to the company’s CEO, “The fundamental purpose of First Act is to promote and deliver the opportunity to play music to everybody who wantsit.”Theonlywaytotrulyfulfillthispurposehowever

is to familiarize the masses of the brands existence. This project will delve into the First Act Discovery

brand, further discussing the company’s purpose as well as the brands ability to

educate, stimulate and challenge the minds of young children. In doing so,

the project will strive to discover and place emphasis upon the elements that make this brand undeniable, in an effort to rejuvenate and expand the brand, gaining greater consumer recognition and thus successfully fulfillingthepurposeofthebrand.

The methods taken in doing so will include ensuring the functionality of the

brands name, rejuvenating the logo while adding a tagline, and ultimately launching a

huge ad and substantial media campaign. This will expand the brands identity by increasing consumer

knowledge thus contributing to the overall success of the brand.

First Act as a company does, and has done so much to support music and education. Due to their efforts, it is clear that the heart of the brand is not in the revenue it desire’s to acquire, but genuinely in the safety, education, and mental stimulation and development of children, thus the existence of First Act Discovery. Unfortunately, consumers are overall unaware of the First Act Discovery brand, its goals as a brand, and its philanthropic stance. Expanding the brand and developing a knowledge base and position is vital to the success of the brand as well as the organizations it supports. Therefore, successfully presenting the brand to the masses for the purpose of positioning requires that the core values of the brand be exposed and presented via several varying mediums. The solution to First Act Discovery’s positioning issue includes substantial media and advertising campaigns, serving as vehicles in rejuvenating the brand and its image. The advertising campaign will be include print ads, radio and television commercials, and the rejuvenation of the brand’s website. It will be ensured that First Act Discovery print ads are tailored to compliment the language of the publications in which they’ll exist, which is inclusive of local newspapers, and magazines such as People, US, Ebony, Essence, Nickelodeon and Parenting. Radio and television spots will air on a variety of channels and stations, and will also be used to promote events such as music festivals hosted by First Act Discovery. The back up and support of the print and media ads will be the brands website. The information provided will be easily accessibleandproficient,providingknowledgeabouttheinstrumentsandprogramsoffered,aswellasthescientificbenefitsofbeingmusicallyinclined.

1.3 CompetitionTwo key competitors of the First Act Discovery Brand are Yamaha and Casio. Both of these companies have been in existence for years prior to the birth ofFirstActDiscovery,andthushaveafirmfoundationinthereputablenamethey have established for themselves. Both of these brands produce music instruments and learning material which can be and have been utilized for the education of children, much like First Act Discovery. Another challenge is that these brands are often sold side by side with the First Act Discovery brand, leaving First Act Discovery to live in their shadow. It is important for First Act Discovery to capitalize on its affordability as well as the brands overall genuine nature in making its mark.

EducationalStimulating

Entertaining

1.4 Key Tenets

Samuel Doe Sr. is a 35-year-old accountant. Although pursuing a business degree in college, he has always had an interest in literature and jazz. Samuel is currently married and has one son, Samuel Jr. whom he would do absolutely anything for. Samuel is an avid reader of the local newspaper and an occasional reader of Ebony magazine. When he isn’t reading, Samuel enjoys bonding

with his son over outdoor sports, spending time with his wife attending events such as jazz festivals, and spending time as a family at their weekly family game night. The Doe family attends church weekly, where music plays a vital role in services. Lately Samuel and has wife have found themselves constantly requesting that Samuel Jr. stop beating on furniture. Taking notice of his sons seeming interest in music, Samuel approached his son about it, and found that indeed he does desire to learn to play the drum set. As a supporter of music and the arts, Samuel is determined to support and nurture his son’s talent. Samuel now uses his linked membership to networkinhopesoffindingmusiclessonsandmaterialsforhisson.AfirmbelieverthatEducationisparamount,Samuel is all for supporting his son in any opportunity to learn something new.

Heather Shelton is a 30-year-old elementary music educator residing in South Florida. She is a loving wife and mother of a daughter and son. Her husband is a professional musician who performs at local events including plays, and her children are musically inclined as well. During their spare time,

the Shelton’s enjoy family outings, as well as playing with each other and attending music festivals. As a means of networking and remaining connected to the world of music and education, Heather has accounts both with facebook and linked. She also frequently reads music and educators magazines, in connecting with the status of music education throughout the US. As a musician, Heather strongly believes that practice makes perfect, and as an educator, she believes that knowledge is power. Although it is important that sheputsherfamilyfirst,Heatheralsoholdsherstudentsnear and dear. With budget cuts becoming a reality due to the economy, Heather is facing potential damage to her program, or a complete loss. Because of this, she has been encouragingparentstojoinherinthefighttosavetheartsin schools. Joining forces with local musicians, Heather hosts concerts and recitals as a means to raise awareness and gain more supporters of the cause.

1.5 Demographics

Middle class familes

Music educators of young children

Boys & Girls ages 3-9

Children within early years of child development - Late elementary education

The target audience of the First Act Discovery brand consists of children ages 3 – 9, their parents/guardians and music instructors of children within that age range. These adults are middle class educated college graduates who seek means of stimulating the minds of children so to academically put them ahead, while providing means for them to explore their creativity. The salary range of these individuals is $30,000 to $65,000 annually. These children simply want to have fun.

1.6 Tribes

Affordable – First Act was

createdwiththefinancial

situation of the consumer in

mind.

Educational – First Act Discoverywas created with tools andmaterials for learning and brainstimulation.

Accessible

Instruments can be

purchased for less while

exploring the depth of

the child's interest.

Faster childdevelopment, whichresults in an increase offocus, & advanceacademic performance.

Items can be found

and purchased in an

array of local stores

decreasing travel times,

thus saving gas.

Features

Benefits

1.7 TheFeaturesandBenefits,andSWOTanalysishighlightsthe

key aspects of the First Act Discovery brand ranging from

those that are compelling to those that may need more

work, based on the brands current position in comparison to

that of their competitors.

Strengths Weaknesses

Opportunities Threats

•Affordable•Providesasolutiontosavingmusicprograms.•Varietyofinstruments•Madespecificallyforkids•EducationalFoundation

•Lackspopularity

•Noadvertisement

•Youngbrand

•Websitelackssufficientinformation

•Notsoldinmusicstores

•Currentincreaseinpopularityofeduca-

tional products.

•Availabilityinseveralretailstores.

•Endorsefamousmusicians

•PartnerwithshowssuchasAmericanIdol

•Defectiveequipment

•Lackofinterestinmusic

•Musicprogramscompletelyremovedfrom

institutions.

•InvestorsPullout

1.8 SWOT Analysis

1.9 Creative Brief

Objective

Unique Selling Proposition

Sustainable Competitive Advantage

Call To Action

To rejuvenate and thus expand the First Act Discovery brand trhough rebranding and developing an

extensive media campaign so to increase product knowledge and sales.

The USP of First Act Discovery is its affordability. First Act Discovery produces instruments small yet functional enough for young children to learn to play as they grow. In comparison to its competitors, First Actoffertheseitemsatasignificantlycheaperprice,whileprovidingaqualityproduct.

The SCA of First Act Discovery is that the products were created with the goal of saving music through providing an affordable and fun solution. The instruments are fully functional, of quality, and created specificallyforchildren.Thegenuinenatureofthebrandsintentionsiswhatgivesthisbrandacompetitiveadvantage.

To convince parents/guardians of children ages 3-9 to visit the First Act Discovery website in order to learn more about the brand and the science behind the effects of music and early child development.

2.0

Creative Development2.1 Design Research

2.2 Print Ad

2.3 Website

2.4 Logo Development

2.5 Motion

2.1 Design Research

Moodboard

The use of a Moodboard and Toolbox played a vital role in the design research process. These platforms allow for organization so to gather ones thoughts and ideas while testing elements side by side. The idea was to collect images and textures that evoke the human aspect of the brands genuine and caring yet childlike nature, expressing excitement about music and learning.

Toolbox

2.2 Print AdThe print ad design process consisted of creating an ad that would be

visually exciting for children yet harbor a compelling message so to draw

intheadultaudience.Thefinaladutilizescolorsasameansofvisual

excitement for children, and a strong message for the adult demographic.

The ad challenges parents to distinguish themselves as great parents, going a

step beyond providing the bare minimum in raising their children by feeding

their mind as well as their body.

The Mind

Is A

Wonderful Thing To

STIMULATE . . .

Good parents feed the body; GREAT Parents feed the mind as well. Visit FirstActDiscovery.com to learn more about how to stimulate the mind of your little genius.

. . . and it all begins with your First Act

2.3 Website The website offers activities and more ways for visitors to interact so to keep

them engaged and left with a desire to frequently visit the site. The new site also

offers more history and information about the brand and the science behind

music and mental stimulation, so that parents researching the brand can have a

thorough understanding of what the brand is all about.

2.4 Logo DevelopmentThe new logo uses more color and a bit more playful

font to add an exciting appeal. Musical elements such

as the Forte letter F and trumpet indicate that First

Act Discovery is a music brand.

2.5 MotionThe website offers activities and more ways for visitors to interact so to

keep them engaged and left with a desire to frequently visit the site. The

new site also offers more history and information about the brand and the

science behind music and mental stimulation, so that parents researching

the brand can have a thorough understanding of what the brand is all

about.

3.0

3.1 Voice and Tone

3.2 Typography

3.3 Color

3.4 Textures and Images

3.5 LogoSpecifications

3.6 Clear Space

3.7 Medium Standard

Style Guide

“Your brand has a personailty; it has a voice.” -Sarah L.

3.1 Voice and Tone

The voice and tone of the First Act Discovery brand is a bit complex in that it has to appeal to children in a fun and

excitingway,whilemaintainingacertainseriousnesssotodrawparents/guardiansattentiontothebenefitsofhaving

a child that is musically inclined. Therefore the tone of the brand is set through the use of imagery as a means of

stimulating the senses and attracting the attention of children. The voice of the brand is set through text, is professional,

and one that is nurturing and of concern so to draw in the attention of parents and instructors.

Headline * Gill Sans Bold*ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*(),.;:/?’”<>

Sub-Head *Gill Sans Regular*ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*(),.;:/?’”<>

Body *Gill Sans Light*ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*(),.;:/?’”<>

Logo *Grilled Cheese BTN Wide Blk*ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*(),.;:/?’”<>

3.2 Typography

C= 2 M= 1 Y=78 K= 0

C= 0 M=51 Y=85 K= 0

C= 0 M=100 Y= 89 K= 0

C= 23 M=100 Y= 3 K= 0

C= 95 M= 75 Y= 0 K= 1

The pallet selected is a combination of colors that are individually most appealing to the human eye, most

attractivetochildren,orwhosemeaningsreflectthebeliefsandpremiseoftheFirstActDiscoverybrand.The

colors represent emotions such as love, happiness, creativity, strength and good health, while providing a balance

between warm and cool colors in collectively representing First Act Discovery!

3.3 Color

The images used should depict children excelling, and excited about

forging friendships, learning and music. Other acceptable images are of

parents sharing this excitement with their children. The textures used

should depict creativity, music and childlike activities.

3.4 Textures and Images

The First Act Discovery logo uses colors and childlike elements in depicting an appropriate image for this

children brand. The outer frame and trumpet were created to appear as if it were a crayon drawing, and the

background color provides a consistency so to maintain the effect of the logo in spite of the mediums it may

appear on. The trumpet depicts an instrument used as a means summoning attention, while presenting the

brand as one in the market of music.

3.5LogoSpecifications

3.6 Clear SpaceThe clear space is equal to once the height of the logos boarder, to be applied around the circumference

of the logo. When measured against the thickest portion of the logos border, X was found to provide the

mostaccuratemeasurementfromitsabilitytostandevenlyatfourpoints.Therefore,thisspaceisdefined

by a capital letter X in Gill Sans Regular font at 40 points. This is the amount of restricted space that should

be allotted for the use of the logo.

X

X

3.7 Medium Standard

Do’s

The Logo can be used with a red frame, blue background and yellow trumpet;

a red frame white background and orange trumpet or in black and white

when necessary. These color options were found to be most effective.

Dont’s

The logo should not substitute the background for any colors other than blue or white,

nor should there be any other substitution of colors in any aspect of the logo besides

the options presented. Logo distortion by means of stretching horizontally or vertically

is also prohibited.

4.0

4.1 Stationary Packet

4.2 Digital Media

4.3 Promo Items

4.4 Advertisement

4.5 References

Final Design

4.1 Stationary Packet

First Act Inc. 745 Boylston St. Boston, MA 02116Phone (Toll Free): 888-551-1115Email: [email protected]

First Act Inc. 745 Boylston St. Boston, MA 02116

Employee/Vendor NamePosition Title

Address: First Act Inc. Attn: Consumer Service 745 Boylston St. Boston, MA 02116

Phone: Consumer Service (Toll Free): 888-551-1115

Email: [email protected]

www.firstactdiscovery.com

First Act Discovery

Stationary used for the First Act Discovery brand is

inclusive of an addressed envelop, business cards and

letterhead. All of which should adhere to the clear

space standards.

4.2 Digital Media

Digital media includes the use of computers as well

as other portable devices such as apple products,

smart phones, mp3 players and tablets. These devices

can be used to interact with the brands website from

game play to placing and tracking orders.

4.3 Promo ItemsPromo items are given away during public events as

well as online contest. These items are inclusive of

the usual branded T-shirts and hats, as well as branded

drum sticks, guitar cases and guitar straps.

4.4 Advertisement

The Mind Is A WONDERFUL Thing To STIMULATE . . .

Get Into The Rhythm Of Knowledge!

The Mind

Is A

Wonderful Thing To

STIMULATE . . .

Good parents feed the body; GREAT Parents feed the mind as well. Visit FirstActDiscovery.com to learn more about how to stimulate the mind of your little genius.

. . . and it all begins with your First Act

A very important asset to the campaign is

advertisement. This will be inclusive of print media

such as billboards, magazine ads and poster ads,

as well as media advertisements such as radio and

television commercials.

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Get into The Rhythm Of Knowledge

www.FirstActDiscovery.com