RACINE BUS BRANDING NOVEMBER 2016 MARKETING & ADVERTISING • BRANDING • WEB DEVELOPMENT • DIGITAL & SOCIAL MEDIA • FUN STORY Marketing • Advertising • Writing • Design • Planning • Fun
DESTINATION: AGREEMENT
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CITY OF RACINE BELLE URBAN SYSTEM (BUS)
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3 Positioning Statement Themes: NEED TO CHANGE PERCEPTION NEED TO ATTRACT NEW RIDERS DESTINATION: AGREEMENT
CHANGING PERCEPTION
CHANGING PERCEPTION
A brand is not a logo. A brand is a person’s connection to and feeling about a product, service or company.
WANT TO CHANGE PERCEPTION?
CHANGE YOUR BRAND
A strong brand tells the truth. It promises what it delivers. What can a new Racine BUS brand communicate?
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MESSAGING AUDIENCES
AUDIENCES MESSAGING
Fast & easy commute
Safety & reliability
The best place to be is on/near a route
Your ticket to the hottest events in town
Racine BUS
Parking & traffic problems: solved
Economic vitality
Students
Elderly & Disabled Millenials Women Media Business Owners/Major Employers Downtown/Urban Residents Other Residents Public Officials Voters Car Owners Non-english Speakers Tourists
Concert/Theater/Event-goers Non-Users
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Accessible to all Affordable & convenient
ATTRACTING NEW RIDERS
Maintain the established name, but revamp the look – picture a reality TV extreme makeover type show.
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• CLEAR, STRAIGHT TO THE POINT AND FAMILIAR
• ALLOWS FOR A SLIGHTLY EASIER PHASED ROLLOUT OF THE NEW BRAND
• HEAD-TURNING FOR EVEN LIFETIME RESIDENTS –THEM: “WAIT… THAT’S NOT THE BUS…” US: “WHY YES IT IS.”
Considerations: (1) Name alone is not uniquely ownable for Racine (2) It doesn’t give you the clean slate that a new name could (3) Comes with some baggage – the negative perceptions any of the brands will need to overcome
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Borrowing from the established name, introduce a new “nickname” –essentially turning “Benjamin” into “Ben.”
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• A NEW WAY TO ABBREVIATE “BELLE URBAN SYSTEM,” BUT KEEPS CONTINUITY
• BUILDS A FRIENDLY HUMAN CONNECTION AND PERSONALITY
• A WELCOMING HOSTESS FOR THE CITY – APPRECIATED BY VISITORS AND RESIDENTS ALIKE
Considerations: Variations of the name used by other Racine businesses (“Belle City” Resale, Veterinary Hospital, Lawn Care, etc., and “Racine Belles”)
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Acie Odin Rounded
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RYDE RYD
Shake things up. Remove any stigma that may be attached to “the bus” with a new name, new look and new focus on improved service.
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RYDE RYDE
• IT’S A VERB & A CALL TO ACTION. • MODERN APPEAL – LIKENING IT TO CONTEMPORARY RIDESHARES LIKE UBER & LYFT • AN ALREADY-EXISTING VERNACULAR; BUILDS ON EQUITY
Considerations: A company that uses a crowdsourcing model for booking motorcoaches to concerts, festivals and other live events
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RYDE RYDE
MONTSERRAT Futura Selphia
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PUTTING THE WHEELS IN MOTION
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CITY OF RACINE BELLE URBAN SYSTEM (BUS) + 20 Transit System Cityof Racine TO WORK ALONG Transit System Cityof Racine ALONG Trans ystem C y a ne RYDE theBUS .com TO WORK WEEK MARCH 14-18 RYDE Transit System Cityof Racine TO WORK Tr S m C Ra TO WORK ALONG Transit System Cityof Racine ALONG T ns S em ystem acine WORK T S m Ra n TO WORK M TO WORK ALONG ystem acine ALONG T S tem
RYDE AM BUS SADORS
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CITY OF RACINE BELLE URBAN SYSTEM (BUS) + 22 NEXT STEPS: • FEEDBACK ON PROPOSED BRANDSCAPES • FURTHER DEVELOPMENT OF ASSETS IN BRANDSCAPES • PRESENT BRANDSCAPES AT NEXT COMMISSION MEETING AND/OR OTHER STAKEHOLDERS • DEVELOP “PHASED” PLAN TO IMPLEMENT/ROLLOUT IN 2017
THANK YOU FOR CHOOSING 2-STORY AS YOUR STRATEGIC PARTNER