Sustainable Tompkins Brand Proposal

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!