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Campaign and Style Guides


BRANDING IDENITY GUIDELINES 1.0 Introduction 2.0 The Logo Design (page 2-4) 2.01 Logo Usage (page 5) 2.02 Color Scheme (page 6) 2.03 Typography (page 7) 4.0 Email Benefits for using (page 9-11) Sample Product (page 12) 5.0 Social Media Facebook Twitter 6.0 Membership MUST BE CHANGED


INTRODUCTION When one thinks of “Public Education,” what do they really think of? The teacher that helped you in High School, your best friend acting foolish in Math class or the place where you would “hang out.” Your “Public Education years bring back all types of memories. But, one never remembers or thinks of the people that cleaned the school rooms, or cooked you lunch, or drove the bus to get you to and from school. These selfless people in their dedication are unkown heros. These benevolent individuals are seldom heard, or even though of.

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LOGO DESIGN

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LOGO DESIGN The overall campaign will consist of three parts: Brand recognition, membership enrollment, and community and membership communication. The brand recognition will begin with a consistent recognizable logo. Colors of Red, White, and Blue will identify the ESEA with an American and Patriotic image and feel. This will stabilize the brand and give the campaign a secure base.

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LOGO DESIGN Education Support Employees Association Full Color

Eduation Support Employees Association

Single Color- Red, White or Blue Can be used

Education Support Employees Association

Transparent

Education Support Employees Association

Black + White

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LOGO USAGE

Master artwork should always be used when reproducing any logo design. Always ensure you are using the correct artwork for the application. Reproducing of any logo elements the orginal supplied high resolution or vector graphic files should be used (Supplied CD).

Education Support Employees Association Exclusion Zone The dotted rectangle should always be given to let the logo “breathe�, so nothing distracts from logo design.

Education Support Employees Association

Minimum Reproduction Size W: 1.664 H: .0555 A minimum size must be adhered to so that legibilty is retained.

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COLOR SCHEME Red, White, and Blue are the primary colors of the campaign. These colors can be used as individual color for the logo (see logo usage).

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TYPOGRAPHY Max Miedinger and Eduard Hoffmann developed the typeface Helvetica. This font design was to created to be a neutral typeface that had great clarity. Helvetica Bold is a public domain font. Therefore can be used without fee and is available on almost all computers.

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Email

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Email is an important part of this campaign. Email will be used as a newsletter for important information about the membership. Also, the email will be used to sell swag, and as an advertising platform for our business supporters (discounts on restaurants’ and services in the community). The video space will be used as a newscast to inform the membership of upcoming and events that effect their membership.

Page 9

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Why Use Email?

44%

of email recipients made at least one purchase last year based on a promotional email. Source: convinceandconvert.com

7 in 10 people say they

made use of a coupon or discount from a marketing email in the prior week. Source: Blue Kangaroo Survey

For every $1

spent, $44.25 is the average return

Source: Experian

on email marketing investment

Page 10


Email ad revenue reached $156 million in 2012! Source: Interactive

Advertising Bureau

Social Sharing Buttons have a 158% higher click-through rate. Emails that include

Source: Get Response

64% of people say they

open an email because of the subject line. Source: Chadwick Martin Bailey

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Video Goes Here

Text and Advertising go Here

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Social Media Facebook, Twitter

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Social Media the sounding board, pictures of events, questions polled to the membership, contests. Web site will be linked to social media pages. The web site and social media pages are to look similar to give continuity to the messages.

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Facebook:

The mission of “Facebook is to give people the power to share and make the world more open and connected.�

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Facebook Statistics Today: The average Facebook user has 150 friends More than 50% of active users log on to Facebook each day. Facebook ads are free

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Facebook will be use to: Publish Visual Content Feature custom tabs in views and apps toolbar Highlight best posts Pin New promotion every seven days (Contests and Swag sales, and friends of ESEA promotions. Must be published once a day- have the membership constantly viewing creating a community.

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Mock-up

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Twitter: Twitter connects businesses to customers in real-time. Twitter is used to share information with the membership about the products and services of the ESEA. The goal is to gather real-time intelligence and feedback and build relationships with the membership and influential people.

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Twitter Facts Twitter has about 300 million registered users One billion new tweets are posted every week There are more than 600 million searches done on twitter every single day. In 2011, Twitter mobile users increased by 182% -Twitter-

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Growing a following using Twitter the ESEA must: 1. Tweet regularly 2. Retweet regularly 3. Suggest to your connections from other platforms that they follow the ESEA on Twitter 4. Start and contribute to conversations 5. Credit everything 6. Engage the power brokers 7.Watch your timing and consistency 8. Use strategic keywords 9. Practice reciprocity

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Membership Recruitment Campaign

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Solidarity, Collaboration, Cooperation, Americanism, Patriotism the Educaon Support Employees Associaon


Campaign and Style Guides


INTRODUCTION When one thinks of “Public Education,” what do they really think of? The teacher that helped you in High School, your best friend acting foolish in Math class or the place where you would “hang out.” Your “Public Education years bring back all types of memories. But, one never remembers or thinks of the people that cleaned the school rooms, or cooked you lunch, or drove the bus to get you to and from school. These selfless people in their dedication are unkown heros. These benevolent individuals are seldom heard, or even though of.


BRANDING IDENITY GUIDELINES

1.0 Introduction 2.0 The Logo Design (page 2+3) 2.01 Logo Usage (page 4) 3.0 Color Scheme (page 5) 4.0 Typography (page 6)


LOGO DESIGN The overall campaign will consist of three parts: Brand recognition, membership enrollment, and community and membership communication. The brand recognition will begin with a consistent recognizable logo. Colors of Red, White, and Blue will identify the ESEA with an American and Patriotic image and feel. This will stabilize the brand and give the campaign a secure base.


LOGO DESIGN

Education Support Employees Association Full Color

Eduation Support Employees Association

Single Color- Red, White or Blue Can be used

Education Support Employees Association

Transparent

Education Support Employees Association

Black + White


LOGO USAGE Master artwork should always be used when reproducing any logo design. Always ensure you are using the correct artwork for the application. Reproducing of any logo elements the orginal supplied high resolution or vector graphic files should be used (Supplied CD).

Education Support Employees Association Exclusion Zone The dotted rectangle should always be given to let the logo “breathe�, so nothing distracts from logo design.

Education Support Employees Association

Minimum Reproduction Size W: 1.664 H: .0555 A minimum size must be adhered to so that legibilty is retained.


COLOR SCHEME Red, White, and Blue are the primary colors of the campaign. These colors can be used as individual color for the logo (see logo usage).


TYPOGRAPHY Max Miedinger and Eduard Hoffmann developed the typeface Helvetica. This font design was to created to be a neutral typeface that had great clarity. Helvetica Bold is a public domain font. Therefore can be used without fee and is available on almost all computers.


Email


Email is an important part of this campaign. Email will be used as a newsletter for important information about the membership. Also, the email will be used to sell swag, and as an advertising platform for our business supporters (discounts on restaurants’ and services in the community). The video space will be used as a newscast to inform the membership of upcoming and events that effect their membership.


Why Use Email?

44%

of email recipients made at least one purchase last year based on a promotional email. Source: convinceandconvert.com

7 in 10 people say they

made use of a coupon or discount from a marketing email in the prior week. Source: Blue Kangaroo Survey

For every $1

spent, $44.25 is the average return

Source: Experian

on email marketing investment


Email ad revenue reached $156 million in 2012! Source: Interactive

Advertising Bureau

Social Sharing Buttons have a 158% higher click-through rate. Emails that include

Source: Get Response

64% of people say they

open an email because of the subject line. Source: Chadwick Martin Bailey


Video Goes Here

Text and Advertising go Here


Social Media Facebook, Twitter


Social Media the sounding board, pictures of events, questions polled to the membership, contests. Web site will be linked to social media pages. The web site and social media pages are to look similar to give continuity to the messages.


Facebook:

The mission of “Facebook is to give people the power to share and make the world more open and connected.�


Facebook Statistics Today: The average Facebook user has 150 friends More than 50% of active users log on to Facebook each day. Facebook ads are free


Facebook will be use to: Publish Visual Content Feature custom tabs in views and apps toolbar Highlight best posts Pin New promotion every seven days (Contests and Swag sales, and friends of ESEA promotions. Must be published once a day- have the membership constantly viewing creating a community.


Mock-up


Solidarity, Collaboration, Cooperation, Americanism, Patriotism the Educaon Support Employees Associaon


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