LiebeR_10.4.1_Final by Ryan Liebe

TOPS

Where

Te e n

Parents

Tu r n

Table of Contents

Section 1 Research 1.0 Introduction 1.1 Client Brief 1.2 Brand Scope 1.3 SWOT 1.4 Research Paper

Section 2 Creative

6-23 8 10 12 14 16

24-33

2.0 Mood Boards 2.1 Logo Concepts 2.2 Dynamic Mood Boards 2.3 Asset Processes

26 28 30 32

Section 3 Style Guide

34-45

3.0 Marketing Tools 3.1 Brands Limits 3.2 Print Ads 3.3 Interactive 3.4 Radio + TV Ads

Section 4 Final Designs

36 38 40 42 44

46-55

4.0 Print + Billboards 4.1 Social Media 4.2 Mobile App 4.3 Radio + TV Commercials

48 50 52 54

About the Designer Image References

56 57 5

Research Section 1

Section 1 Research 1.0 Introduction 1.1 Client Brief 1.2 Brand Scope 1.3 SWOT 1.4 Research Paper

Introduction 1.0

In 2001, Laura Pedersen learned of a story that shocked her; a teenaged girl kept her pregnancy hidden, delivered her baby in secret and left it to die in a dumpster in Tucson, AZ. “I kept on thinking, what if that young lady knew there was a safe place to go?” says Pedersen. Pedersen an OB/GYN nurse at the time moved into action and started a program that served teens out of her living room. TOPS (Teen Outreach Pregnancy Services) now serves 4 counties in Arizona, just recently adding Yavapai County to that list. It is Pedersen’s goal to provide services for all of Arizona, and eventually nationwide. 8

Like most charitable non-proﬁts, TOPS’ is in need of more funding and donations so that they might expand to help more cities and states with their teen pregnancy issues. However, what TOPS needs most is teen mother participation to prove positive results which will result in higher yields of government funding and increase TOPS’ expansion potential.

Client Brief 1.1 Client Needs TOPS needs to provide success stories and high service numbers to show they are making a difference). TOPS struggles with low enrollment numbers, which will have to be improved in order to continue receiving grant funding for their services.

Key Tenets Expert Vital

Accountable

Scope In order to attain a higher enrollment of pregnant and parenting adolescents to secure sustained public and private grant funding, TOPS will need to go through a re-branding of their organizationâ&#x20AC;&#x2122;s image. 10

Campaign Focus The focus of this campaign is to revitalize TOPS’ marketing strategy and advertising using popular teen magazines that will boost awareness of TOPS and increase program enrollment.

Deliverables • • • • •

Social Media Campaign: Facebook page, twitter feed an a RSS feed will keep audiences informed and current on TOPS successes, teachings that promote healthy life choices for pregnant and parenting adolescents. Mobile App: To allow people to make instant referrals and boost enrollment of pregnant and parenting adolescents. TV Commercials and Radio Ads: inﬂuencing pregnant and parenting adolescents that TOPS is one of the best choices they can make for their child and their future. Printed Ads in teen magazines and other avenues to boost TOPS’ appeal and enrollment. Billboards to create a constant state of awareness of TOPS

Target Audience

Brand Scope 1.2 Brand Mission TOPS’ mission is to create a positive future for all children by, making available educational support regarding pregnancy, childbirth and parenting for teens and their families.

Services • • • • • • •

TOPS provides an extensive list of services to their clients at no charge: Free pregnancy testing Labor & delivery classes Proactive parenting classes (preparing mothers for what they can expect during their child’s ﬁrst 2 years of life) Support groups Jensen’s Corner (TOPS’ program/store that gives mothers incentives and TOPS dollars used for purchasing goods for pregnancy and baby) Pregnancy prevention education (school and community based classes focused on educating teens rather than ignoring the issues)

Brand Vision Teen Outreach Pregnancy Services’ vision is to have their services available to all teens of Arizona and the Nation; TOPS endeavors to give teens the knowledge to make educated decisions about sexual issues they face and resources to assist them if they become pregnant.

Company Culture and Values Every child deserves to reach their full potential, TOPS is committed to providing newborn babies what they need to thrive and giving their mothers the care and support they deserve. 12

Brand Positioning TOPS’ is established in 4 counties of Arizona and showing positive results. TOPS is in a great position to receive government funding to launch a national campaign. TOPS services are crucial because sex is all over the media but its repercussions are only a dim after thought.

Target Marketing In order for TOPS to get the statistics needed for government funding, teen enrollment is paramount. Through success stories of teen mothers during and after their pregnancies and educating teens on the importance of pregnancy prevention, TOPS will prove that their program is successful enough to be established as a national resource for teens.

Target Market Demographics TOPS is targeting TEENS The age that most students enter high school on average is between 14 & 15, the age that most students graduate high school varies between 17 & 18 and the majority of students in their ﬁrst year of college is around 21 years of age. In this short span of less than 10 years, students are under a lot of pressures…having a child shouldn’t be one of them.

Unique Selling Proposition (USP) What’s unique about TOPS is that they accept a teen as they are, pregnant or not. TOPS is not going to force a teen to start attending church on Sundays, they’re not going to make a teen do anything a teen willing to do on her own. The teen made the choice to participate in sex. TOPS is here to help YOU make educated decisions for your child and the rest of your life. TOPS’ offers a comprehensive and holistic approach to teen pregnancy. By providing each of their clients (at no charge) access to a case manager and an experienced nurse for the success of the pregnancy and beneﬁt of the child.

SWOT Analysis 1.3 Strengths

Weakness

•

• • • • •

• • • •

Fantastic services offered to teens who are pregnant Connected to a host of organizations dedicated to the health and well being of children Outstanding staff ready to help A positive environment where teen mothers feel comfortable being a part of Helping new families stay together for the success of their new born child

Insufﬁcient funding Lack of donations In desperate need of volunteers Lack of transportation Lack of public awareness

Opportunities

Threats

•

• • • • •

Partner with more organizations for increased funding Open more locations statewide and nationally National recognition Decreasing the national teen pregnancy rate Giving children a better chance for success Giving the Untied States a better chance for future success

• • • •

Teen pregnancy is a social stigma preventing teens from seeking help Not instructing teens abstinence alone Individuals who are morally against sexual education Lack of parental involvement for teens who are pregnant Teen fathers who succumb to societal pressures and abandon mother and child

• Free Pregnancy S Testing

VOLUNT EE R

T • Options Counseling Classes R

N N E C T E D

• Labor and E Delivery Classes

N • Proactive Parenting Classes G

Lacking Funding

T • Support Groups H

• Jensens Corner • Pregnancy

. Prevention Education outstanding staff

Helping famlies stay together!

Opportunitie

$ $$

WEAKNESS Public Awareness

PRESSURE Threats

$ $ $

$ %

SHAME ED

X SE ION T A UC

OPPORTUNITIES

I can’t tell anyone...

I don’t think we should see each other anymore.

T H R E A T S

Research Paper 1.4 Who is TOPS? Getting pregnant adolescents the services they need beneﬁts everyone. TOPS know this. TOPS (Teen Outreach Pregnancy Services) is a nonproﬁt program committed to providing pregnant and parenting adolescents with the support and services to make sure every child has the best possible chance for success. Statistics show teenage mothers have a slim chance at gaining success and are far more likely to live in poverty than their peers who are not mothers (“Needs and assets,” 2010). TOPS is currently located in Arizona, the state with the sixth highest teen birth rate nationally (“Needs and assets,” 2010). TOPS’ big goal is to lower the teen pregnancy rate in Arizona and nationally. To do that TOPS needs to show signs that they are making a difference through success stories and high service numbers (adolescent mothers). TOPS struggles with low enrollment numbers, which will have to be improved in order to sustain grant funding for their services.

Needs What TOPS needs is a comprehensive campaign targeted to adolescents so they know TOPS is Where Teen Parents Turn. The goal of an advertising campaign for TOPS is to raise public awareness, public referral of TOPS to teens and make sure teens see TOPS as a “cool” and supportive program where they can receive help

in a nonjudgmental and welcoming environment. This will involve resourceful and fresh advertising in the media and publications that teens frequently use and see. In addition, targeting media that parents, teachers and other adolescent involved professionals are inﬂuenced by will also be used to create a buzz in public awareness. TOPS Does it Different TOPS has a unique strategy in addressing the issue of teenage pregnancy in Arizona. In addition to educating teens about the importance of pregnancy prevention, TOPS provides assistance for pregnant and parenting adolescents. Though this may seem simple in theory, comparably to other teen pregnancy programs, TOPS is revolutionary. When a pregnant adolescent walks into TOPS, they are greeted and treated like a human being and immediately provided with a caseworker to make sure that the young lady enrolling receives the care she needs. This way, both the health and wellbeing of the mother and baby are attended to. The soon-to-be mother will also receive regular visits from an experienced nurse, visits that will continue on through the ﬁrst two years of the baby’s life (Allen, 2012). “TOPS is one of the best places I’ve been to,” says Faith Hillis, a teen parent enrolled in TOPS. “The other girls there aren’t going to judge you, because they’re going through the same thing.”

“The other girls there aren’t going to judge you, because they’re going through the same thing.” -Faith Hillis At 20 years old, Hillis is the mother of two, and enrolled in the TOPS program after learning she was pregnant with her second child (Louge, 2012). “TOPS doesn’t look at me as a teen parent. They look at me as a human being,” Hillis adds, explaining the comprehensive support she has received through the program (Louge, 2012). Though a non-judgmental environment is critical in supporting adolescent parents to thrive, this is not the only feature TOPS provides. Services TOPS believes that every child- from birth to adolescence- deserves the opportunity to reach their full potential and consistently works to ensure this goal. Through a program they call “TOPS Dollars”, TOPS gives each parent enrolled incentives to achieve good grades, create and

sustain a healthy and supportive family for the child, and to get involved in their community (“Teen outreach pregnancy,”). Teen mothers can earn “TOPS Dollars” by attending TOPS parenting classes, events and small group sessions with other teens in a supportive environment, volunteering in their community, getting A’s and B’s in school (by showing their report cards), having the father of their baby or support person attend TOPS parenting and labor classes, and by getting an infant CPR certiﬁcation (“Teen outreach pregnancy,”). TOPS Dollars are used in Jensen’s Corner, a shop within the TOPS facilities, where adolescent parents can redeem them for supplies for their pregnancy and baby. The scope of services TOPS provides does not end there. TOPS provides free pregnancy testing and options counseling, in which the pregnant teen and their case manager discuss the options of raising the child or placing them up for adoption (“Teen outreach pregnancy,”). TOPS also offers a range of classes, including labor and delivery, the medical procedures experienced in the hospital during the birthing process, breathing techniques, postpartum care for mother and baby, infant nutrition, and baby care (“Teen outreach pregnancy,”). Remarkably, the wealth of services TOPS provides are of no cost to the adolescent parents. 17

TOPS is a Good Thing TOPS is Targeting Teens TOPS is doing a lot for the pregnant and TOPS needs a larger proportion of pregnant parenting adolescents they serve, many of whom teens to enroll in their services. These teens do have nowhere else to turn. Given the great need not need to be created; they are out there right for adolescent parent support and the breadth now. In Arizona, for every thousand females, 14 to of services they provide, TOPS needs consistent 19 years old, 5.5% of them are pregnant or have funding to continue to function. Currently, TOPS had a child (“Needs and assets,” 2010). A media receives their funding from federal and state campaign for TOPS would be used to capture the government grants, which are applied for on a attention of these teens, letting yearly basis (Allen, 2012). them know that they don’t have Therefore, grant writing is a to go through pregnancy alone. continual, time-consuming There is help and because process for TOPS (Allen, services are free, they can 2012). Each application afford it. However, the success is submitted with hopeful of this campaign cannot be crossed fingers, and achieved by marketing to teens sometimes ends in the alone. Teachers, parents (ages heartbreak of not receiving 30 to 48), professionals that funding, a ubiquitous are involved with the educating experience in the nonand caring of adolescents, are profit world of grants. This also important demographics may bring about service to target. The primary goal of a inconsistency, which cause -John Fitzgerald Kennedy new marketing campaign would fluctuation of service be to get the message out so breadth and capacity people can help TOPS get between fiscal years (Allen, the numbers they need to continue doing TOPS’ 2012). Often, the determining factors TOPS faces service to the community and the nation. in order to receive grant funding has little to do John Fitzgerald Kennedy said: “Children are with the quality of the services TOPS provides; it the world’s most valuable resource and its best has more to do with the service numbers TOPS hope for the future.” This is a fact; children are achieves. This is where a large-scale multi media our future, and it is a shared responsibility to campaign, to generate larger enrollment numbers, make sure each one of them can reach their full could really help TOPS sustain their charitable potential for a successful life. When a teenager organization.

“Children are the world’s most valuable resource and its best hope for the future.”

gets pregnant, opportunities tend to narrow, and she risks forfeiting her dreams because of her situation. TOPS gives the children of teenage mothers the chance to live a full and productive life through educating and informing their young parents. Opportunities exist in abundance, and TOPS guides teen mothers to seek them. By doing this, TOPS is working to break the cycle and stigma that adolescent mothers have been consistently forced to endure. TOPS is changing lives for a better, brighter future. Rebuilding a Brand Effective marketing motivates and inspires action. Since TOPS’ goal is to enroll as many pregnant adolescents as possible in its services, TOPS’ marketing must captivate the volatile audience that is the teenage girl. There is a plethora of sources from which teens derive their information- from social media to television to radio. The study Teen: Market Profile by the Magazine Publishers of America, shows the magnitude of influence magazines have with teens 12 to 17 years old, surpassing other form of media (“Teen market profile,”). The study explains that because it is challenging to multitask while reading a magazine, magazines tend to monopolize an adolescent’s attention, as opposed to television, Internet and radio, which can be used as background ambiance or concurrently with other tasks. When a teen consumer attempts to combine reading a magazine with another forms of entertainment, the magazine takes over the majority of their attention; it demands more involvement as a

reader (“Teen market profile,”). In the Neopets study conducted in 2004, magazines were shown to be the most trusted source of information for adolescents (“Rab instant background,” 2004). This information indicates that magazine advertisements would be the choice media source for a teen-targeting organization like TOPS. In the teen culture of today, eight out of ten teens are readers of magazines, amounting to 19.3 million American teen readers. Magazines are the most trusted source of information for 29% of teens, surpassing Internet, TV and radio ads (“Teen market profile,”). Teens are also more likely make purchases based on the advertisements they read in magazines. Teens that are avid magazine readers are also more likely to become brand loyalists to products such as footwear, clothing and deodorant simply because it was advertised in their favorite magazine. (“Teen market profile,”) TOPS will see better results in their efforts to capture the attention of pregnant and parenting teens by spreading TOPS’ message in the most popular magazines teen girls read, including YM, Seventeen, Teen People, Allure and Vibe. To further the impact that TOPS’ advertising can have within the influential and trusted medium of magazines, TOPS’ advertisements should be unapologetically honest and clear. Marketing Strategy Creating teen-directed advertisements for TOPS, however, is like walking on a razor’s edge, towing the delicate line between glamorizing teen pregnancy, and confirming the stereotypes of guilt and shame associated with the stigmatized 19

subject. An advertisement that comes across as too gentle or authoritative risks losing its impact that it could have on teens. Media today is increasingly shocking, as marketing and entertainment is full of sex and violence. Pulling punches when advertising to teens may result in losing their ﬂeeting attention. The imagery that will be used in the TOPS media campaign is an especially tricky subject. The ads will need to be inspiring so that teens feel motivated to take action and improve the quality of their life through participating in TOPS. However, TOPS does not want to glamorize teen pregnancy, nor inspires teens to get pregnant. To address these concerns, actual clients of the TOPS program will be chosen to appear in testimonial advertisements for TOPS instead of celebrities (Felton, 2006,1994). TOPS is committed to taking a honest approach in educating and supporting teen parents, which will be reﬂected in its marketing standards. The rebranding of TOPS will be done in a complementary color scheme. A tinted true-blue and a tinted yellow-orange were chosen to be the base colors for all of TOPS’ marketing, as the two colors combined as complements create design harmony (Itten, 1970). These softened colors are used strategically to offset the striking visuals from the TOPS media campaign. The TOPS magazine ad will be to inspire relief, rather fearful urgency. In addition to the complementary colors, some variance will be created with a tinted redviolet and a dark navy blue to give punctuation to 20

the visual importance of the ads (Itten, 1970). This color scheme, along with its soothing effect, will also give TOPS a unique and professional appearance. The current pace at which technology and media is continuously reshaping itself must be kept in mind when designing a teen-focused ad. The struggle to capture and hold a teenager’s attention long enough to inﬂuence and persuaded them to enroll into the TOPS program will be a challenge. The Arvo and Helvetica Neue fonts were chosen for their ability to be visible at high speeds with the intent of conveying the TOPS message quickly and clearly. This approach is appropriate for communicating with the fast paced market, teens. The Arvo and Helvetica Neue fonts are also stylish and dynamic enough to create outstanding design for showcasing TOPS as intelligent and stylish association. Constructing an AD The following example will demonstrate how the above elements will be utilized to design an effective campaign. Two full-page ads, featured in a popular teen magazine, will pictures an adolescent looking confused and distraught. The color scheme of the image would be cool blue and monochromatic, a scheme that conveys remorse and loneliness; emotions that could mirror those of a scared newly pregnant adolescent. This image and color scheme would be coupled with the headline “So you had sex and now you’re pregnant. What are you going to do next?” This is probably a question the teen has asked herself or been asked by another person. Within the private setting of reading a magazine, the teen is more relaxed than she would be in a verbal

confrontation. Now, she can continue on to the body copy of the ad without fearing another person’s judgment, which goes something like: “Being a parent is challenging- parents can use all the help they can get. But being a teen parent is even more of a challenge. Here at TOPS, we understand that, and we want you to know You don’t have to go through this alone.” “Look us up, we’re TOPS and we want to help. The decisions you make today will shape your child’s future tomorrow.” Find a location near you at www.teenoutreachaz.org Through the ad for TOPS, the teen has been provided with a solution to her problem. In an additional ad that would follow within the next few pages of the magazine, the reader will have the TOPS message enforced with another ad. This time the advertisement for TOPS would be portrayed positively, with an image in warm colors, an analogous color theme of orange-red to yellow, depicting a young woman graduating from college with honors. A headline in quotations, typed bold with the DIN classical font stating: “Can you believe it? She’s graduating with honors even after she almost dropped out of high school after she got pregnant.” (Sub-head) “Once she enrolled in TOPS, Marissa knew she could take care of her baby and still go to college. Having a baby changes everything, but she was able to follow her dreams.” This is something a young girl in that same situation needs to hear: that her life isn’t over and that her future hasn’t been decided for her.

“Look us up, we’re TOPS and we want to help. The decisions you make today will shape your child’s future tomorrow.” This “staggered advertising approach”, which consists of placing several ads within the same magazine is similar to the Creative Process commonly call “Two-Fers” (Felton, 2006,1994). In staggered advertising, the first ad gets the target reader to think. She then has the time to ponder the concept while reading unrelated material in the following articles and advertisements. When she turns to the second ad, the positive portrayal of TOPS continues to guide her way of thinking. The call to action, repetitively placed at the bottom of both the first and second ads, is the final push she needs to contact TOPS and start taking steps to ensure the well being of her child and her future success. This approach would lead to an increase in awareness and enrollment for TOPS. TOPS Should be Available For Everyone! Children are the future. If teens, still children themselves, are left unaided in pregnancy and parenting, not only does the immediate future suffer, but the opportunities for their children to succeed also become limited. The major distinction between someone that grows up to be successful and

employable and someone that sleeps under a bridge is support, or lack of it. It cannot be ignored that there are too many pregnant and parenting adolescents who are not getting the support they deserve. TOPS has made it their business to reach out and help those teens take control of their changing lives and make it possible to achieve their aspirations. Despite the wealth of exemplary services TOPS provides, the organization struggles to meet their target enrollment numbers. By tapping into the media that persuades teenagers the most – magazines -TOPS will attract more pregnant and parenting adolescents to their program. For TOPS to continue their comprehensive, teen-catered support, a sustained source of funding is essential. In order to secure competitive federal and private grant funds, TOPS must first prove the efficacy of its services, which can only be proved by enrolling and supporting a large number of pregnant and parenting adolescent girls. A media-driven teen-centered campaign will not only increase these critical enrollment numbers, it will allow TOPS to better demonstrate the impact of its services, poising it to grow nationwide. The more TOPS grows, the higher the benefit to children, and subsequently, our entire nation. TOPS is empowering young women and giving the next generation the chance to succeed. This campaign will be another arrow in TOPS’ quiver, working to ensure their goal is met: No Teen Mom Alone. 22

References Allen, D. (2012, July 2). Interview by R Liebe [Personal Interview]. interview with debbie allen, tops outreach coordinator. Bureau of Public Health Statistics, Arizona Department of Health Services. (2010). Number of births by motherâ&#x20AC;&#x2122;s age group and county of residence, arizona, 2010 (TABLE 5B-9). Retrieved from website: http://www.azdhs. gov/plan/report/ahs/ahs2010/5b.htm Din 1451 history. (n.d.). Retrieved from http://www.fonts.com/font/linotype/ din1451 Felton, G. (2006,1994). Advertising, concept and copy. (2nd ed., pp. 189-195). new York,NY & London, England: W.W. Norton & Company. First Things First, ECDH. (2010). Needs and assets report 2010. Retrieved from FTF website: http://www.azftf.gov/RC022/Pages/ReportsAndPublications. aspx Itten, J. (1970). The elements of color. New York, NY: Van Nostrand Reinhold Company. John f. kennedy quotes. (2001). Retrieved from http://www.brainyquote.com/ quotes/authors/j/john_f_kennedy_2.html Louge, C. (2012, June 28). No teen mom alone. The Verde Independent, p. 2. Magazine Publishers of America, (n.d.). Teen market proďŹ le. Retrieved from

Faith Hillis

Magazine Publishers of America website: www.magazine.org Neopets Youth Study , (2004). Rab Instant Background Report for Teen Market. Retrieved from website: utoronto.academia.edu/../Neopian_ economics_ of_play_childr. Teen outreach pregnancy services. (n.d.). Retrieved from http://www. teenoutreachaz.org/

Creative Section 2 [This

campaign will be another arrow in TOPSâ&#x20AC;&#x2122; quiver, working to ensure their goal is met:

No Teen Mom Alone.]

Section 2 Creative 2.0 Mood Boards 2.1 Logo Concepts 2.2 Dynamic Mood Boards 2.3 Asset Processes

Mood Boards 2.0 TOPS

TEEN

To change the current state of pregnant teenagers stigmatized as destined to end up on welfare and jobless, TOPS works hard to instill work ethics into their young clients. By being guided to stay in school, they stand a very good chance at not only graduating from high school and moving on to college, but excelling as well. This mood board shows a pregnant young woman graduating top of her class with honors, and at the same time, sharing her story of success through adversity. The colors are strong and bold. Green was the obvious choice for this mood board for implications of growth and vitality. Despite her hardships the young woman pictured at the podium has exemplary success.

There is a lot of responsibility that is instantly piled onto the shoulders of any woman that is having a child. For teens, motherhood is even more of a challenge. This mood board implies that TOPS is a viable source of support. Tops takes accountability for every one of their clients and is where Teen Parents Turn.

W DS

ING

ESS

SUCC

The colors chosen are bright and motivational, and the line quality leaves no doubt in the direction where she (the pictured teenager) should turn.

T O P S EXPERT C = 0 M = 72 Y = 44 K = 0

CARE

C = 90 M = 0 Y = 75 K = 0

AND

C = 77 M = 0 Y = 7 K = 0

SUPPORT C = 0 M = 51 Y = 61 K = 0

TOPS offer excellent expert care and support provided by trained nurses that will care for TOPS’ clients throughout the pregnancy and on through the ﬁrst two years of the child’s life. That kind of care and support is rare, especially for the price TOPS’ clients have to pay, which is nothing (the services are free). This is probably the most successful mood board I have created for this project and the TOPS mission. Pictured is a series of illustrations detailing the persistent attendance of an experienced nurse. We see her caring for the needs of the young woman throughout the pregnancy and on through the ﬁrst few years of the child’s life. By overlapping the illustrations on to each other the line quality becomes linear and tells a story with implied time. To accent the theme of time passing, I tried to age the young woman accordingly. The colors chosen are bright and pastel; they invoke joy and imply new beginnings.

Logo Concepts 2.1

â&#x20AC;&#x153;My thought process for this logo is to portray something positive. The situation is already hard enough; I would like to create a calming experience instead of a stressful one.â&#x20AC;?

TOPS logo is a revamp of the dancing girl image. This logo has gotten mixed reviews and could be easily mistaken for a dance studio but it is otherwise my favorite. Again, playing on the tag-line â&#x20AC;&#x153;TOPS, Where Teen Parents Turnâ&#x20AC;? this logo incorporates a simpliďŹ ed image of a pregnant woman turning gracefully in elegant line work. Juggling school, homework, a job and a pregnancy or newborn child is tough. To maintain a healthy mind state during those stressful times requires more than a little grace and could be perceived as a dance.

Dynamic Mood Boards 2.2 This dynamic mood board conveys a story told by a teenage girl through the collected photos displayed in her school locker. The story starts off simply enough, with the girl opening the locker. After, we get a closer look at those pictures; they tell the story of a young girl that is growing up in school. She ďŹ nds a boy friend, they go on dates, prom and eventually, she is pregnant and in despair.

At this point, she ďŹ nds TOPS and turns her despairing time into something positive and focuses her efforts on school. Achieving good grades she graduates and is on her way to a better successful life. This mood board is meant to illustrate the potential that is available for the teen mothers that enroll in the TOPS program. While being a parent is a struggle, girls enrolled in TOPS do not have to go through a pregnancy alone. what the families gain from the TOPS program is something to be proud of, a future.

Asset Processes 2.3 “What should we be designing that will meet our organization’s needs and the needs of our customers?” ~Dan Saffer The anticipated result of this multimedia campaign would be to develop the TOPS brand as a legitimate organization. TOPS would become known for improving the lives of teens that ﬁnd themselves in a situation where support is stigmatized and limited with in their community. Enrollment of TOPS’ services would increase and their government funding would be consistently replenished allowing TOPS to continue their support of parenting Teens. All of these results would in turn it make possible for the TOPS organization to move on to a national playing level, establishing ofﬁces throughout the United States.

W h e re Te e n Pa re n t s Tu r n .

•

Social Media Campaign: Facebook page, twitter feed an a RSS feed will keep audiences informed and current on TOPS successes, and teachings that promote healthy life choices for pregnant and parenting adolescents.

•

Mobile App: so people can make instant referrals and boost enrollment of pregnant and parenting adolescents.

•

TV Commercials and Radio Ads: inﬂuencing pregnant and parenting adolescents that TOPS is one of the best choices they can make for their child and their future.

•

Printed Ads in teen and other adult targeted magazines to boost TOPS’ appeal and enrollment. Billboards to create a constant state of awareness of TOPS

•

Style Guide Section 3

Section 3 Style Guide 3.0 Marketing Tools 3.1 Brands Limits 3.2 Print Ads 3.3 Interactive 3.4 Radio + TV Ads

Marketing Tools 3.0 Organization Logo: Campaign Project OBJECTIVE Through a well-designed multi-media national campaign, TOPS will be able raise awareness of the importance of its services, expand its reach, and therefore extend its support of teens and their children. Through expanding their services nationwide, TOPS will work towards changing societyâ&#x20AC;&#x2122;s perception of teen pregnancy, and ensure that all children- both teens and their babies- have the opportunity to reach their full potential.

Tagline:

Where Teen Parents Turn

Campaign Fonts: HeadLine: ARVO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz TagLine: Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body: Helvetica Neue Regular+Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Full Color Logo:

Black & White:

Transparent Bug:

The TOPS logo should only appear in full color, recommended colors or in black and white.

Imagery:

Brand Limits 3.1 7mm

7mm

Minimum Logo Specs: No Smaller Than 13mm

7mm

Do NOT alter vertically.

Do NOT alter horizontally.

Do NOT tilt.

Do NOT change color. 39

Print Ads 3.2 HeadLine

Helvetica Neue Bold

Sub-Head

Helvetica Neue Light

Body

Helvetica Neue Regular

Full Color Logo Lower left corner

Very bottom Call to action 40

HeadLine ARVO Bold

Sub-Head

ARVO Regular

Body

Helvetica Neue Regular

Full Color Logo Lower left corner

Very bottom Call to action

InterActive 3.3

TOPS

Where

Te e n

Parents

Tu r n

Enroll Enrollment made easy and peace of mind one click away. With all the pressures a new teenage mother faces, enrolling in TOPS’ services won’t be one of them. Install, enroll and take those first steps towards a positive future for you and your child. Services Now that you’re enrolled take a moment to review the long list of wonderful services TOPS provides all of their clients at no cost. Account Here you’ll find all your information pertaining to TOPS. Refer-A-Teen Know someone that needs our help? Refer them to us and we will reach-out, offering a chance to ensure a future for the child while giving support throughout the challenges new parents will face. Locations Find the closest TOPS office near you. Call Give us a call day or night; we are always here to help.

TOPS

W h e r e T e e n Parents T u r n

TV + Radio 3.4

TV and Radio advertisements would consist of testimonials from teenage mothers briefly describing their emotional apprehension to being pregnant. In this portion of the commercial the young mother will express the fears she had about her future and the future of her unborn baby. Statistics will be provided on the correlation of teen pregnancies and missed opportunities. At this point, the script will transition into relief as the teen mother recalls her first impression of TOPS and TOPS’ positive involvement in the pregnancy. The Services and affordable rate (FREE) will be disclosed during this portion of the segment. In closing, the new mother will talk about her current progression as a student, her employment, future goals and the health and successes of her child. Call to action: This is where newly expecting teen mothers can find more information on TOPS, enroll or Refer-A-Teen. Running time: 3 minutes

Final Design Section 4

Section 4 Final Designs 4.0 Print + Billboards 4.1 Social Media 4.2 Mobile App 4.3 Radio + TV Commercials

Print + Billboards 4.0 Printed Ads Effective marketing motivates and inspires action. Since TOPS’ goal is to enroll as many pregnant adolescents as possible in its services, TOPS’ marketing must captivate the volatile audience that is the teenage girl. There is a plethora of sources from which teens derive their information- from social media to television to radio. The study Teen: Market Profile by the Magazine Publishers of America, shows the magnitude of influence magazines have with teens 12 to 17 years old, surpassing other form of media (“Teen market profile,”). The study explains that because it is challenging to multi-task while reading a magazine, magazines tend to monopolize an adolescent’s attention, as opposed to television, Internet and radio, which can be used as background ambiance or concurrently with other tasks. When a teen consumer attempts to combine reading a magazine with another forms of entertainment, the magazine takes over the majority of their attention; it demands more involvement as a reader (“Teen market profile,”). In the Neopets study conducted in 2004, magazines were shown to be the most trusted source of information for adolescents (“Rab instant background,” 2004). This information indicates that magazine advertisements would be the choice media source for a teen-targeting organization like TOPS. 48

Billboards Billboards might only be an effective source of advertisement when used in conjunction with local television and radio. However, once an established buzz has spread through a community, the billboards that line the streets do the job of reinforcing the Message (Rampur, 2011). Billboards for TOPS will keep the people mindful of the services TOPS provides and that they are only a phone call or click away.

Social Media 4.1 Social Media Campaign Teen Outreach Pregnancy Services (TOPS) needs to increase their enrollment of pregnant and parenting adolescents. The ﬁrst step in attracting teens that are at risk or already pregnant is to establish a persistent presence on the Internet. Teenagers today are “Internet Natives” meaning, they have been aware and have used the Internet for the entirety of their lives expecting to ﬁnd whatever they need online (Power, 2011).

W h e re Te e n Pa re n t s Tu r n .

Tweet to Teen Outreach Pregnancy Services

TOPS provides teens and young adults with the education needed to make informed decisions about pregnancy, labor and deliver

Where Teen Parents Turn.

@TOPS

Teens also prefer to stay engaged with the groups, companies and brands they follow by uploading and sharing images and videos to the brand name sites, this allows them to take ownership of what they follow (Power, 2011). By giving TOPS multiple outlets to interact with the public/teens via the Internet, TOPS will improve their odds of increasing enrollment, receiving more donations and attracting volunteers.

Mobile App 4.2 Mobile App. 69% of teens believe their mobile phone to be the most important electronic device according to ZDNet, an online journal reporting on all things electronic (Osborne, 2012). A poll done by Fun Mobility found that 40% of teens use a mobile phone or device more than four hours a day and on average, teens have 25 or more downloaded apps on their devices (FunMobility, 2012). With this evidence, it is apparent that TOPS must stay current and apply themselves to where the market is the strongest. The other beneďŹ t of having a mobile app is the ability of providing instance teen referrals and/or enrollments, helping TOPS to address their most dire of needs.

TOPS

W h e r e T e e n Parents T u r n

TOPS

Where

Te e n

Parents

Tu r n

TOPS/HOME

TEEN PREGNANCY SERVICES

SERVICES

JOIN OUR CAUSE

DONATE TODAY

LOCATIONS

NEWS/EVENTS

LOCATION FINDER

CURRENT NEWSLETTER

[SUPPORTED BY GOOGLE]

SHOP

REFER A TEEN

REFER A TEEN PAGE

CAREERS

CALENDARS

CALENDARS OF CURRENT TOPS LOCATIONS

FREE PREGNANCY TESTING FREE PREGNANCY TESTING OPTIONS COUNSELING TEENAGE PREGNANCY EDUCATION LABOR & DELIVERY CLASSES FOR TEENAGE PARENTS JENSEN’S CORNER TEENAGE PREGNANCY SUPPORT GROUPS SPECIAL EVENTS TEEN PREGNANCY PREVENTION CLASSES

EAST VALLEY MARICOPA WEST VALLEY MARICOPA YAVAPAI COUNTEY PIMA COUNTEY

TOPS - SITE MAP 53

Radio + TV Commercials 4.3 T.V. Commercials and Radio Ads Although the web has made a mighty impact on the way the world retrieves information. Some surprising statistics have shown that the television is still the most effective form of advertisement among family households (Andrews, 2012). However, it is not TOPS’ main objective to target an older audience, and research has proved that teens (especially girls) garner more affection for the printed media in magazines (“Teen market profile,”). Advertising through television is a great method at speaking to a demographic that works with teens as teachers, coaches, physicians, and other youth oriented professionals. Radio While radio might not be the media giant it once was, people are still listening in, on average four hours a day. Hearing an Ad playing on the commute to work, at home and for some, in the office will do two things: (1) influence listeners to refer teens to TOPS and TOPS to teens. And (2) facilitate constant state of TOPS awareness within the organization’s established community.

About the Designer It may be argued that Ryan was born with a creative lust to re-create the world around him imaginatively. It also may be argued that Ryan hated schoolwork and found his knack for sketching by doodling all over his homework… except for the spaces where actual research was required. Wherever the drive to draw came from it certainly stuck and has not released. 9 times out of 10 you may ﬁnd Ryan hunched over a sketchbook, scrap of paper, envelop of the electric bill, post-it note or even paper napkin, drawing… giving life to an imagination that was forged without boundaries. When Ryan is not drawing he has been known to rescue damsels in distress and wrestle large bloodthirsty carnivorous plants with his pet dire rat, Snap. Also, Ryan likes to read comics, play video games, geek-out in D&D campaigns and watch cartoons. Ryan Works at Yavapai College, instructing Animation in Adobe Flash. Ryan is also ﬁnishing up his master’s degree in Media Design through Full Sail University and lives with his partner Claire Louge and Labrador Snap.

References 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28.

Twitter and Facebook Logos (n.d.). Retrieved from http://theinspirationroom.com/daily/2012/twitter-logo-redesigned/ RSS feed Logo (2012). Rss feed logo. (2012). [Web Graphic]. Retrieved from http://www.freeman.tulane.edu/follow.php Old School T.V. and Radio image Gwinnett , M. (Photographer). (2012). Reality tv habits that can lead to heart disease. [Web Graphic]. Retrieved from http://gwinnettmedical.blogspot.com/2012/06 Seventeen Magazine image michelle, D. (Photographer). (2012). Seventeen magazine. [Print Graphic]. Retrieved from http://www.militarywivessaving. com/2012/06/hot-free-seventeen-magazine-for-3-years/ Billboard image Sunga, A. (Designer). (2012). Billboard. [Web Photo]. Retrieved from http://analynnesungawithart341.blogspot.com/2010/09/ another-billboard-design.html Video Camera image Giglione, B. (Photographer). (2012). Video camera image. [Web Photo]. Retrieved from http://bobgiglionephotography.com/blog/ shooting-professional-video/ Teen Outreach Pregnancy Services Teen Outreach Pregnancy Program. (2000). Teen outreach pregnancy program. Retrieved from https://teenoutreachaz.org/ Magazine Publishers of America, (n.d.). Teen market profile. Retrieved from Magazine Publishers of America website: www. magazine.org Neopets Youth Study , (2004). Rab Instant Background Report for Teen Market. Retrieved from website: utoronto.academia. edu/../Neopian_economics_of_play_childr. Designing for Interaction: Creating Innovative Applications and Devices (2nd Edition) (Voices That Matter) (Kindle Locations 1082-1083). New Riders. Kindle Edition. Louge, C. (Photographer). (2012, April ). TOPS support group photo 1 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 2 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 3 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 4 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 5 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 6 [Print Photo]. Louge, C. (Photographer). (2012, April ). TOPS support group photo 7 [Print Photo]. (2012). Teen_Mother [Print Photo]. Retrieved from http://lindsandbaby.blogspot.com/p/about-me.html (2013, April 19). Beautiful Black Baby Girl With A Precious Cute Grin [Web Photo]. Retrieved from http://www.abortionsarewrong.com/Baby-Pictures/2013/04/19/beautiful-black-baby-girl-precious-cute-grin-picture/ (2011, Aug 31). Pregnant woman [Web Photo]. Retrieved from http://www.sampler.isr.umich.edu/2011/research/family-planningfederal-program-reduced-births-to-poor-women-by-nearly-30-percent/ Kevitivity. (Photographer). Foto Momma [Print Photo]. Retrieved from http://www.educolor.it/fotografia-mamma-e-figlia-i10626. html