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PROCESS MANUAL

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TABLE OF CONTENTS

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Mission Statement

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Background

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Our Goals

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Case Studies

7

Research

11

Idea Development

15

Brand Identity Logo Typography

19

Color Palette

Business System Envelope Letterhead

25

Business Cards

Promotional Materials

29

Budget & Schedule

45

Design Analysis

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MISSION STATEMENT

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What is Ignite? Ignite is an awareness campaign aimed at preparing high school students for early professionalism by giving them valuable exposure to a wider range of career paths and helping them develop basic professional skills. We will begin by targeting East Bay Area high schools, eventually becoming national and, with increased successes, international. We want to erase stigmas surrounding certain careers and focus on student interest to give them valuable information and guidance as they navigate their way through life after high school and through higher education.

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2


BACKGROUND

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Currently many American public high schools focus mainly on preparing students for the standardized tests required on college applications, such as the SAT and ACT, instead of providing them with more relevant guidance concerning their actual futures. Many high school students graduate without the opportunity to explore their interests, in addition to not knowing what they want to do career-wise. To elaborate, up to 50% of American students enter college as “undecided” or “undeclared,” while at least 75% change their major at least once before graduating. If we expose high school students to various career paths at an earlier stage, we may be able to help students get a better start in their careers while wasting less time and valuable tuition money exploring different majors and disciplines. Through our campaign, we wish to not only show high school students the many choices they have, but also encourage them to take an extra step to pursue their dreams.

In contrast to the American education system, in Taiwan, middle school students are required take national exams to test into high school. They are grouped into three categories: Group I & Group 2: liberal arts, and Group III: science based students. Within a more specialized education structure, Taiwanese students are able to explore their fields in much more depth. Though this model has been proven to be successful for students who continue on with their selected field, its rigidity is a factor that has created difficulty for other students: for those who realize too late that they wish to pursue another field, it can be extremely difficult to switch into another discipline.

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OUR GOALS

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Objective

Message

Our objective is to create an awareness campaign to expose high school students to various career paths at an earlier stage and prepare them for early professionalism outside of standardized testing. We want to help students realize that they should not be constrained to a certain path set up for them by our current education system and that they should instead carefully choose their futures after having the opportunity to fully learn about the various paths they can take.

“Explore the career choices you have and take the necessary steps to follow your dream and journey into the unknown.�

Audience We are targeting high school students grade 9-12, all genders, in middle-class Bay Area districts such as Fremont or San Ramon with an annual family income of $75,000~$150,000.

Needs Many high school students are unsure about their futures, other than the fact that a college education is necessary for almost any career. Once in college, they are once again unsure as to what major would best suit them, let alone whether college is even the best option for them. Our team aims to expose these high school students to the variety of paths they can take after high school. Along with helping them set up and consider different career paths, we will be helping them build professional skills such as networking, interviewing, resume writing, etc. that many students do not learn through the current public education system. education system.

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CASE STUDIES

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CASE STUDY FE A RLES S GIRL

INTEGRATION

CONTROVERSY

The Fearless Girl was installed on March 7, 2017 (International Women’s Day) at Bowling Green in the Financial District of Manhattan, New York City. They placed this sculpture in front of the bull on Wall Street in the middle of the night. It was created by Kirsten Visbal who was commissioned by State Street Global Advisors via McCann, New York. Below the statues reads a plaque that says: “Know the power of women in leadership. SHE makes a difference.”

On the other hand, there were many negative opinions towards the installation of the Fearless Girl. They criticized the statue to be “corporate feminism,” and it violated their feminist principles. On The Washington Post, Christine Emba wrote: “the statue portrays the empowered woman as a child, reinforcing the idea of femaleness as cute and inoffensive - a child with potential, maybe, but not all the way there.”

The sculpture was created at about 50 inches tall and weighs about 250 pounds. Kirsten Visbal made sure to keep the girl’s features soft to make sure she does not look defiant, but brave, proud, and strong. She based the sculpture off of two children, whom one was instructed to pretend she was facing a bull. This way, everyone could relate to the Fearless Girl.

The created of the Charging Bull, Arturo Di Modica, eventually asked the statue to be removed, arguing that the piece “exploits his work for commercial purposes and alters the perception of the bull.” He didn’t want people’s perspective to be distorted from his original intent of the bull statue to present prosperity and strength. When Di Modica decided to file a lawsuit to remove the statue, Mayor de Blasio supported keeping the statue. He tweeted “Men who don't like women taking up space are exactly why we need the Fearless Girl."

RESULT The Fearless Girl statue was incredibly well received. Many people went to take pictures, and it also received a lot of press coverage. The sculpture one three Grand Prix on the first day of the Cannes Lions festival: the Glass (marketing addressing gender inequality), the PR category, and the Outdoor category tied along a campaign by Twitter.

Ipg. “McCann and State Street Introduce Fearless Girl.” Case Study | IPG, www.interpublic.com/diversity/programs/strongerpost?id=10245

P URP O SE Fearless Girl is meant to “send a message” about workplace gender diversity and encourage companies to recruit women to their boards. By making a stand in front of the bull, it shows fearless ness and bravery for women in the workforce.

The Fearless Girl statue was at first given one week to display at Bowling Green, but it was later extended to 30 days. However, a petition made on Change.org gathered 2,500 signatures in the first 48 hours to keep the sculpture permanent eventually granted a one-year permit. This permit expires in February 2018.

Another artist, Alex Gardega, created a “Peeing Pug” that sat on top of the girl to draw attention to the fact that the original statue was commissioned by asset-manager State Street Global Advisors. He said that not everyone is aware of the sponsorship, and it should be made more transparent. Gardega also believes that the girl statue showed disrespect to the artist who designed the bull statue. After three hours, the pug was quickly removed after 3 hours because people were kicking it and broke the pug’s leg. While there were many conflicting views on this statue, the majority of the people who respond enthusiastically to the idea that the girl represents the power and potential of having more women in leadership.

“Fearless Girl.” Wikipedia, Wikimedia Foundation, 5 Jan. 2018, en.wikipedia.org/wiki/Fearless_Girl#cite_note-bisaria-14.

CASE STUDY DUMB WAYS TO DIE

INTEGRATION By using adorable, amorphous characters, it gave a universal appeal because the blob does not have race or sex attached to them. This form of marketing caters to the broader audience, which encourages more engagement. This was a form of entertainment and branded content which is much more effective than using shock tactics. The agency launched the campaign across many platforms along with a karaoke version to encourage parodies and tributes. This “bite-size chunks” campaign appeared in newspapers, local radio, and outdoor advertising in Metro Trains network and on Tumblr. They also launched a song on iTunes and a music video on Youtube. Something clever that McCann did was once the music video started to fade away, they released the game, and it became the #2 free app in over 20 countries. They also took advantage of large outdoor posters that eventually appeared on social media platforms, such as Instagram. The use of interactive activities promoted awareness and interest in Metro safety. Aside from online and poster campaigns, they also developed children's book to teach younger kids about Metro safety - and safety in general.

PURPOSE

“Dumb Ways to Die.” Wikipedia, Wikimedia Foundation, 22 Jan. 2018, en.wikipedia.org/wiki/Dumb_Ways_to_Die.

RESULT Four months after the launch, the Melbourne Metro recorded a 21% reduction in accidents and deaths compared to the same time the year before. They also earned $60 million in media impressions, reached 46% of the target audience in a month, and pledged over one million people to be safer around trains. Apparently this campaign was the most shared public service announcement in history (3,000,000 Facebook shares, 100,000 Twitter shares, 2,000 blog posts).

CONTROV ER SY

Dumb Ways to Die is public service announcement campaign (devised by advertising agency McCann Melbourne) by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety. The aim of the campaign is to target and engage an audience who didn’t want to hear any sort of safety message. Louissteven. “Dumb Ways to Die.” Dumb Ways to Die, dumbwaystodiecasestudy.wordpress.com/.

Though this message sold very well and gained a lot of attention, there was talk about how this campaign gave ideas to younger people different ways to kill themselves. There are people who purposely take messages and twist them in a negative way. Another article mentioned that this game is mocking people with depression, especially those who considered suicide.

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Golden Globe Awards. TVTS Online. Jan 20 2018. https://tvtsonline.com.au/en/news/ world-news/stars-say-times-wearing-black-golden-globes-red-carpet/ https://www.timesupnow.com/

Case Study 01 “Time’s Up”

purpose

integration

results

The Time’s Up campaign is a leaderless collective of volunteers from varying work backgrounds with the aim of fighting sexual harassment, assault, and inequality for women in all types of workplaces. The campaign strives to do so primarily by raising money for the administration of a legal fund that is meant to pay legal fees for various cases and trials of abuse. Through the fund, the NWLC is expected be able to fund cases that previously may have been much too costly to pursue.

The campaign has a sleek, clean, and well-designed official website that goes hand in hand with the logo design, which features the words ‘Time’s Up” in a bolded Serif typeface (Bodoni) with an equal sign. The meaning of the campaign is well-executed and communicated through the logo. On the website are also posted brochures that give tips as to how to spot harassment and how to act, which also adhere to their graphic standard. The campaign also has a corresponding Instagram and Twitter page.

The campaign’s overall success is partially due to it’s effort in addressing not only high-profile women, as the #MeToo campaign did, but women in lower-profile lines of work as well. It’s ‘leaderless, all-encompassing approach’ has attracted many followers. The effective use of social media also spurred discussion and publicity, increased the reach of the campaign.

The campaign also seeks to bring forth new legislation in order to keep harassment problems at check within companies and push for more gender equality in terms of wage gaps and workplace mandates on paid leave and caregiving. Women and members use the public platforms afforded by the campaign in order to advocate for their rights as well as others, as well as sharing their own experiences and offering aid to others.

The campaign has a complete merchandising system, including items such as shirts, pins, tote bags and more. Branding was especially important in this campaign as brand positioning, by way of celebrities and other well-known figures/social activists, helped publicize the campaign and reenforce its visual identity. An important public moment for the campaign, for example, was the Golden Globe Awards where numerous women, as well as men, donned all black to stand in solidarity with the movement’s ideals.

Another key point is their effective use of a cohesive graphic identity and brand positioning which is a significant reason why the campaign has received global renown. The campaign’s successes in raising legal funding is because of the use of crowdsourcing: the fund has reached a total of $16.7 million. However, there is a greater need for the campaign to refine their focus and message. Some women feel that the campaign victimizes women and confuses issues of sexual harassment and inequality in the workplace.

It’s Not Happening Here....D&ADAwards. 20 Jan 2018. https://www.dandad.org/ ad-amnesty-international-its-not-happening-here-happening-social-good/

Case Study 02 Amnesty International: “It’s Not Happening Here, But It’s Happening Now.”

purpose

integration

results

Amnesty International’s “It’s Not Happening Here, But It’s Happening Now” campaign was created by Walker, an advertising agency based in Zurich, Germany. The campaign won multiple awards and is solely a poster campaign, consisting of 200 individual posters.

The implementation strategy of the campaign was based primarily on the previous experience of Walker. The entire design process was limited to two designers in order to put a strict focus on the cohesiveness of graphic identity in the TV and cinema ads that followed. The layout and format of the posters remained consistent throughout the entire series.

The campaign immediately saw immense success; bloggers promoted greater discussion and publicity and through sharing on social media, Amnesty International saw a twentyfold increase in their membership base. The campaign was reportedly discussed in over 400 blogs with tens of millions of downloads of images of the posters online.

The photographs used, having been taken by real reporters who had witnessed in person these graphic scenes, effectively brought the harsh reality of these atrocities to the homes and doorsteps of people in Switzerland. The posters each depict a different setting and thus, a different message; this made the selection of the background settings/location of utmost importance during the design process.

Ultimately, the strong slogan as well as the simplicity and intelligence of the concept led to the campaign’s success. The success of the campaign is also owed to the strong relationship between the client and the creative agency. Both Amnesty International and Walker expressed a willingness to be flexible in their vision. Amnesty International supported the creative concepts immediately, which allowed both client and creative to begin working immediately.

The primary aim of the campaign was “… to make the people of Switzerland aware of the current and ongoing human rights abuse issues.” As stated by Amnesty, “We wanted them to know what kind of issues trigger Amnesty International action.”

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#weaccept Overview Airbnb already had been providing housing for evacuees of disasters during 54 global disasters, now they want to take action to provide a place for refugees to stay as well. This is a campaign that has started in 2017, and they are planning to provide short-term housing over the next five years for over 100,000 people all over the world. In addition, Airbnb will contribute $4 million over the course of four years to the International Rescue Committee to support the needs of displaced populations. They hope they will achieve greater acceptance in their communities globally.

Integration Airbnb first aired this ad during 2017 Super Bowl’s second quarter, and many saw this as a response to President Trump’s Immigration ban. The ad promotes a message of diversity and acceptance, ending with a message of “the world is more beautiful the more you accept.” Airbnb also marketed the campaign on various platforms of social media such as YouTube, Facebook, Instagram, Twitter, and Snapchat. Each platform has a different message that is tailored specifically to the audience on each platform. Airbnb uses images, videos, and personal stories to spread the message of their campaign.

Effectiveness Airbnb’s use of difference images of faces from different racial, cultural, and religious backgrounds is very effective in trying to reach out to everyone personally. The good use of hashtags and social media platforms also help to spread the message further. However, a lot of people also criticize Airbnb for trying to involve in political matters. And many still face discrimination while booking with Airbnb despite the value the company stands for. Because Airbnb is such a user-dependent platform, it’s hard to make every host carry out Airbnb’s message.

Sources https://www.airbnb.com/weaccept https://www.youtube.com/user/Airbnb http://fortune.com/2017/02/06/super-bowl-2017-airbnb-ad/

Jie Song | DES 154 | Winter 2018

Write a post, help a dog. Overview This is a campaign that Pedigree had started in 2010 in which bloggers can help donate food to dog shelter by simply writing blogs. For each blog that mentions Pedigree’s commitment to adaptation and finding homes for shelter dogs, Pedigree will donate one 17-lb bag of Pedigree Dry Dog Food to a shelter in need. In 2010, total of 7,820 lbs. of dog food were donated to shelters.

Integration This campaign was mainly spread through blogs online that posts about dogs or animals. These blogs already has a substantial amount of followers or subscribers, Pedigree reached out to them to spread the message. These blogs make posts about the campaign to encourage others to write a post on their own blogs.

Effectiveness By using blogs that already has an audience that you can reach to, Pedigree was able to draw attention to this campaign easily. Especially people who read these blogs are most likely to be animal-lovers or owners, thus they are much more likely to actually participate. By having a clear focus of who the target audience are, Pedigree was able to generate successful outcomes. However, this could also prevent Pedigree to reach out to potential participants who doesn’t follow these blogs.

Sources http://www.todogwithlove.com/2012/06/write-post-help-dog-2012-pedigree-will.html http://4theloveofanimals.com/blog/2011/08/26/write-a-post-help-a-dog/ http://www.houstondogblog.com/blog/2011/08/pedigree-write-a-post-help-a-dog-2011-dogsrule-.html

Jie Song | DES 154 | Winter 2018

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RESEARCH

11


Process We first started by researching existing campaigns or programs that are similar to Ignite. There are many programs that help students apply to college or prepare them for standardized testing. There are also many programs that provide leadership development. However, almost all of them are not specifically focused on career guidance, thus leading us to believe that it is necessary to have a campaign like Ignite to support high school students in their professional development. After our research, we begin to map out the specific details of our campaign such as the kinds of resources we want to offer to students, and how we would be able to make Ignite appealing and relevant to students.

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Interview Jason Han a freshman majoring in economics at the University of California, Riverside. From Cupertino, California (South Bay).

Do you wish you had more knowledge about other career options?

How prepared were you during the first year of college?

Yeah I really do. Especially because I went to a military boarding school in San Diego, I feel that the focus there was not on different career paths and more on discipline and physical education. When I graduated, I didn’t know who to talk to about what I should do - all our advisors were officers, and for some time, I thought that I wanted to serve in the navy.

I was definitely lost, and I still am. I’m still having trouble adjusting to the whole college experience and time management. Choosing classes is something that was definitely a lot simpler in high school and now that I’m in college, navigating my way through hundreds of courses and tons of different majors is still overwhelming. I’m also still getting used to the structure of classes, and the amount of coursework. I wish that high school had prepared me more for university grading systems as well.

Did you feel that you had many options from the start? No, I had a path planned out for me as soon as I started attending the Navy and Military Academy. I thought I was going to Westpoint and then serve in either the Navy or the military - when I applied to other schools, it was more of a backup. I really didn’t consider that I might want to do something else.

Do you think you would have benefited from early professionalism workshops or even classes? I think it would, especially at a high school like mine. It probably would’ve helped me realize earlier on that I could do something else with my life. The courses at my high school were limiting and I never felt like I had any guidance looking into early professionalism was. Things like resume building and interviews never even entered my mind before my first quarter at Riverside.

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What made you realize what you wanted to do? And how long did it take for you to get there? I’m still unsure about what I want to do, and as I’m a freshman, I know I still have a few more years to decide. I’m hoping to know what I want to do by the end of this year, however, so I can graduate on time and fulfill all my requirements. Econ isn’t an academic field that I particularly find interesting, nor is it something that I dislike: I chose to be an econ major only because I have a few family members that are in accounting.

What were the most difficult parts of deciding on a particular career or major? I think it would be making sure that that certain career is what you truly want to do for the rest of your life. I know that people switch professions later on in life, but I know it definitely takes much more time when you begin working.


Timeline Brainstorm • Complete the creative brief for our campaign: needs, audience, objective, strategy, message, background, and audience. • Sketch out logo ideas for further development of the graphic standard.

Idea Development • Decide the focus of our campaign and discuss how it can be implemented.

Physical Mock-up • Design and print mock-ups of promotional materials that we will have at each seminar.

Research • Conduct interviews of current high school students or college students. • Write and design editorials for our campaign that cater to our audience. • Complete the proposal that will introduce our campaign, showcase our graphic standard, business system, budget and schedule, and necessary promotional materials.

Documentation • Document our design process in the process manual with photos and explanations of our process.

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IDEA DEVELOPMENT

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Topic Brainstorm From the beginning, we decided that we wanted to start a campaign that focuses on education. We are all graduating seniors in college, and during the brainstorming process, we reflected on our professional and educational development and realized that we all entered college confused and without guidance, not knowing what career path to pursue. Our high schools did not offer programs or workshops to help us further develop our interests or potential careers. Therefore, we wanted to start a campaign that would help current high school students better transition into college without experiencing as many of the same difficulties that we did. Through our campaign, we aim to provide the support and knowledge these students need in order to succeed in any path they decide to take after high school.

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Name Brainstorm We began brainstorming our campaign name by coming up with various words that came to our mind when thinking about topics such as career guidance, future paths, education, and seminars. We wanted to use one single word that will best embody the goal of our campaign, and would also be easily remembered. We finally decided on “ignite� as our campaign name because our goals are to light the spark that will begin the professional development of high school students.

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Logo Brainstorm For a name like “ignite”, we thought of icons such as sparks and light bulbs. Because our campaign is education-centered, we ultimately decided to use a light bulb to represent an educational and future oriented perspective. We explored a variety of options including making the light bulb and the name two separate entities, integrating the light bulb into the word ignite, and finally integrating the light bulb into the letter “g” of ignite.

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BRAND IDENTITY

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The Ignite logo uses Quicksand Light with slight modifications. Since this logo is geared toward high school students, the logo must be inspiring and encourage critical thinking for a younger audience. By incorporating the light bulb motif within the G, it creates a minimal and modern aesthetic. Since the word ignite means literally to catch fire or cause fire, there is a warm yellow-orange gradient incorporated within the logo and tag line. The tag line “create your future� further informs audiences on the purpose and goals of our campaign.

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Dimensions

Variations Color

x

x

x

1in

Grayscale

The tagline “Create Your Future� is omitted when the logo is scaled down to 1 inch.

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Reverse


Icons

Inappropriate Uses

Color

Color Change

Resize or Stretch

Reverse

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Typography

Headers

Logo Type

Quicksand Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Body

Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Muli SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Muli Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Muli Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Color Palette

#FFC91B R: 255 G: 201 B: 27 C: 0 M: 21 Y: 96 K: 0

#FFC91B –> #F47B35

#F47B35 R: 244 G: 123 B: 54 C: 0 M: 64 Y: 88 K: 0

#221F1F R: 34 G: 31 B: 32 C: 70 M: 67 Y: 64 K: 74

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BUSINESS SYSTEM

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Envelope

Letterhead

front

front

back

1 Shields Ave. Davis, CA 95616 123.456.7890 CREATE YOUR FUTURE

1 Shields Ave. Davis, CA 95616Ms. Emily Lin 123 Ave. Union City 123.456.7890 CA 94536

www.ignite.com 123.456.7890 | info@ignite.com 1 Shields Ave. Davis, CA 95616

02.16.2018 Ms. Emily Lin 123 Ave. Union City CA 94536

To Whom It May Concern,

Ms. Emily Lin 123 Ave. Union City CA 94536

back

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Best,

Kaela Han

Logo - 2.25” x 0.5” Faded Bulb on interior All text - 11 pt font Muli Light Name - Roboto 11pt font, ‘Cofounder’ - Roboto Light 10pt font

Logo - 2.25” x 0.5” Faded Bulb on interior All text - 11 pt font Muli Light Name - Roboto 11pt font, ‘Cofounder’ - Roboto Light 10pt font

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Business Card back v1

KAELA HAN COFOUNDER

front 123.456.7890 info@ignite.com www.ignite.com 1 Shields Ave. Davis, CA 95616

back v2

KAELA HAN COFOUNDER

123.456.7890 info@ignite.com www.ignite.com 1 Shields Ave.Jose, Davis, XYZ Ave. San CACA 95616

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PROMOTIONAL MATERIALS

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30


Flyer

31


Tri-Fold Brochure

32

32


Poster

33


Retractable Banner

34

34


Editorial

35


Billboard Ad

36

36


Snapback Hat

37


Drawstring Bag

38

38


T-Shirt

39


Pens

40

40


Buttons

41


Stickers

42

42


Website

43


Snapchat Geofilter

44

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BUDGET & SCHEDULE

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Budget *per cycle

Deliverable

Quantity

Price

Total

Print Billboard Ad Tri-Fold Brochure Poster 11” x 17” Retractable Banner Flyer 4”x 6”

1 250 10 5 250

$ 5,000.00 /month 89.99 $ 73.49 $ $ 412.49 41.24 $

Swag Sticker 2.5” x 6” Button 2.25” Snapback Hat T-shirt Drawstring Bag Pen

200 250 200 250 250 200

$ 191.99 $ 350.00 $ 6,000.00 $ 2,500.00 $ 1,250.00 $ 352.00

Digital Snapchat Geofilter Website

1 1

$ $

Print Swag Digital Total

$ 5,617.21 $ 10,643.99 $ 150.00 = $ 16,411.20

Ignite seminars will be sponsored by companies where the panelists come from. These companies can help us to introduce students to professionalism early on, and we can help promoting these companies to possible future employees.

10.00 /20,000 sq. ft. 10.00 /month

Schedule Initial Seminars Fall 2018 (targeted at East Bay Area): Introduce Ignite and gauge student interest.

Panelists Fall–Winter 2018 Invite professionals to speak at seminars and workshops and give students one-on-one advice.

Career Fair Workshops April 2019 Host workshops on resume building and interview tips. Help students learn the basics of job applications.

Expand Ignite 2025 Bring Ignite to schools throughout California and eventually the entire U.S. Gain insight on student perspective in different locations.

Distribute promotional items to all students who attend the workshops and seminars. (items include pins, stickers, t-shirts, drawstring bags, and more).

Invite panelists/speakers according to student interest (students will be given opportunities to vote on and request individuals from specific companies or careers).

Invite volunteer recruiters and college students to give students accurate information and advice. Establish skeletons of resumes and practice elevator pitches.

Discuss new strategy and tailor programs based on student interest in a specific state, city, or region. Make changes to programs depending on cultural and financial factors.

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DESIGN ANALYSIS

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The Design Problem The goal of Ignite is to better prepare the high school student population for college and their future careers. The bigger picture end goal of this organization is to build a community that is established everywhere in the world where Ignite would cater to its needs. For example, if Ignite was established in Asia, rather than focusing on what career paths or basic professionalism skills, Ignite will focus on communication, leadership, and networking. Students in Asia mainly focus on the numeric values of their academic success instead of the soft skills needed to be successful. We will first start small by collaborating with individual high schools to gain interest, exposure, and insight into the needs of high school students. Once this has been established throughout California, Ignite will expand towards the rest of the United States to gauge interest in different income neighborhoods. In order to expand successfully, Ignite must establish good relations with companies willing to send representatives to speak at these events and help with the growth of the younger generation. Once Ignite has been expanded well enough, we hope to create a strong support volunteers who are willing to help with marketing and funding for future events and collaborations. Not only will Ignite be offering hands on learning experiences for college students, but also allow opportunities for college students to give back to their communities.

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Jie Song Job Description

Communication

In the beginning of our process, we all worked together on coming up with the creative brief and brainstorming our graphic identity based on the logo that Emily designed. After our graphic identity and creative brief are good to go, we each began to focus on different parts of the project. I compiled the campaign proposal and later the process manual together for final presentation. I’m responsible for any content in them that are not part of the other designers’ jobs. During the process, I also took photos that we could use in our materials. Toward the end of the project I’m responsible for getting our promotional materials printed via Vistaprint and Reprograpphics, and as well as making some of them myself if needed.

The communication between our group members is very good. We contact each other mainly through Facebook messenger, and we all reply fairly quickly if anyone has questions or concerns. We often ask each other for feedback on designs or layout, and we all give substantial feedback to improve our project together. Towards the end of our process, we also created a calendar for ourselves to make sure we can get everything done on schedule, and always updating on each other on the process of the project. Because our communication is good, we don’t run into too much problems in our process. One issue we had is probably the planning of our schedule towards the end of our process. We didn’t think about how long it would take for our promotional materials to get printed, so in the end we were pretty rushed. Although everything can be done on time, we could have done a better job in planning as a whole.

Research Our needs come from public high schools in the East Bay area where although many students strive academically, they don’t have a clear view of what their future holds. Their schools emphasize on getting high scores on standardized testing and maintaining a good GPA instead of proper career guidance. Through our campaign, they would have a better sense of what kind routes they could take after high school beyond “just need to get into a university.” We compared botht the education system in America and the one in Taiwan to see what’s good and bad about the system and what we can do to improve it. We also interviewed current high schoolers to understand their stance on this issue.

Planning We first spend couple weeks on planning out the logistics of our campaign such as what will the campaign include, where would we start the campaign, and what kind of promotional materials the campaign would need. Then we spend another couple weeks on refining our graphic standard before we start on anything else. For the last few weeks, we focus on making and refining our business system, promotional materials (both print and digital), and finally compiling everything into our proposal and process manual.

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Implementation Overall, our process was effective in that we spend a lot of time in establishing a good creative brief and graphic identity early on. So, towards the end we all have a clear understanding of the design and the feel our campaign should have, and the kind of materials our campaign would include. However, our process can definitely be improved by having a better schedule planning overall. We should have more time for the last portion of our process so we don’t have to rush to get our promotional materials designed and printed.


Emily Lin Job Description In the initial stages of the project, I pitched an idea about implementing professionalism and early academic exposure to high school students based off my initial knowledge of the educational system differences between Taiwan and America. I also attempted to reach out to my high school principle and teachers for input, but I did not get a response. I also drafted and developed the name and final logo we for our campaign, and I researched previous projects and distinctive design styles we can use. For the workshops, I created the poster and brochure and helped with the structure and development of the flyers. Also, I assisted with the photography within the campaign. In the end, I created an After Effects video to demonstrate the flow for the website.

Research Our team aims to expose these high school students to the variety of paths they could take after high school. Along with helping them set up and consider different career paths, we will be helping them build professional skills such as networking, interviewing, resume writing, etc that students do not receive in the public education system. Our objective is to create an awareness campaign to expose high school students to various career paths at an earlier stage and prepare them for early professionalism outside of standardized testing. We want to help students realize that they should not be constrained to a certain path set up for them by our current education system and carefully choose a future after they learn about the various paths they could take.

Planning While we all have design experience, Kaela is good at writing, Jie had sources to create craft and photography, and I have experience in our campaign concept and designing for that audience. In class, we discussed about the items we needed to complete by the following week, but we were also flexible with each other’s workload. All of us are taking two capstone courses at once, on top of being a graduating senior. Towards the last three weeks of the quarter, we established a strict calendar that we all have access to. Outside of class, we have clear communication channels on Facebook messenger and Google Drive. We maintain transparency with our projects and other files imbedded in our design; we upload new versions of every part of the project we have. Overall, most of the things went according to plan, and we were able to go with the flow if anything

came up. Fortunately, we had sources that knew about t-shirt printing and sewing that can make up for the contacts that fell through for our marketing products. We needed to make few adjustments due to the lack of responsiveness from our outreach for interviews and survey research.

Communication The Opportunity Network (https://opportunitynetwork.org) and Princeton Review (https:// www.princetonreview.com) are two organizations/companies that can be potential sponsors to our cause. Communication as a team was clear; we can trust each other that we will be completing our tasks on time. Class time was utilized as check-ins to make sure that we are completing everything on time. We continued to do research together in class to make sure we are on track, and we maintain communication through google drive and messenger to stay on task. We reached out to our family friends, teachers, and principles from our past, but we struggled to get responses from them. It was difficult to establish the minimum communication to conduct an effective research.

Implementation We need to establish project assessment procedures that the design process can be improved in the future. This project requires much more user-testing with various high schools. We need to be able to gauge audience response to the campaign and see if we can gain a larger support system from external sources. Our goal is to first establish ourselves at a trial high school and utilize that opportunity or PR for other high schools. Since a workshop series it self is within a span of two months at a school, we hope to move from school to school every 3 months. This will require a strong network with community members and volunteers within Ignite to continuously reach out and pitch Ignite to their school communities. Ideally, there will be bi-weekly Ignite meetings in the earlier stages to oversee progress and reviews. We hope to conduct surveys with the participants in the schools after the workshops to see any possible feedback. Once we are more established, we will host larger events collaborating with high schools and respected companies.

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Kaela Han Job Description

Communication

Like the other members in my group, I also played a role in deciding the graphic standard, logo, business system, and promotional material design. We all sketched out concepts for and finalized the logo together, though our final logo concept was initially group member Emily Lin’s concept. We discussed and received feedback for our designs from one another constantly throughout the design process. More specifically, however, I was responsible for the editorial layout and the business system (which includes the letterhead, business cards, and envelope). I also did a large portion of the writing for the editorial and was responsible for revising both the creative brief and editorial. I helped researched the current American education system and interviewed one of our interviewees and contributed to the printing and cutting of promotional materials. I was also responsible for compiling the final presentation for our campaign.

Contact Info of Like Organizations: Opportunity Network 646.736.5569 https://opportunitynetwork.org/

Research We interviewed a few students from different backgrounds and education levels, taking into account different target areas and how regional differences/income levels may affect views/experiences on education. We researched the American Education system’s current state and faults, as well as the structure and how the curriculum tied into this focus on standardized testing grades. We also researched Taiwan, a country that implements a vastly different education system, where students are given the option to attend specialized high schools according to theirinterests. We examined the successes and failures of this education system, which we took into account when formulating the direction of Ignite’s strategy/programs.

Planning In terms of internal resources, we referred back to one another for feedback on different ideas and designs and generally divided the work equally. During the first few weeks, we focused more on establishing our logo and graphic identity, after which all the work was divided equally and efficiently to meet the designated deadlines. We assigned roles for each member (in terms of what each person needed to complete) and held each other to a similar standard so as to create a cohesive campaign/campaign identity.

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Communication was smooth and efficient in our group. We created a general outline of ourown separate goals and deadlines in order to have enough time to receive sufficient feedback from one another and make according changes to our designs. We communicated with each other by constantly showing and reviewing our progress. It was difficult to communicate with outside organizations - for example, we reached out to a few high schools in hopes of conducting student surveys as well as gaining actual insight on how our project would be perceived by high school officials, however, none responded.

Implementation Procedural strategies and steps must be planned and executed in order to improve upon the project. Much more research and audience testing must be conducted on specific regions and countries (given that Ignite will grow both nationally and then internationally). Also, Ignite must take more initiative in engaging with outside organizations and gaining external funding/resources. Ignite plans to use audience feedback through surveys in order to identify areas that need improvement. As workshops and events progress, Ignite will gain publicity as well as build stronger relationships within communities, which will help Ignite continue to receive valuable feedback as well as helping Ignite build a positive image. Larger national and eventually international conferences will be held as Ignite expands which will give Ignite more opportunities to explore education within a variety of cultural contexts.


The Ignite Team

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Ignite 1 Shields Ave. Davis, CA 95616 123.456.7890 info@ignite.com www.ignite.com

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