Coda branding proposal

PROPOSAL FOR REVIEW DEVELOPMENT OF A CORPORATE BRAND IDENTITY FEBRUARY 20, 2014

WWW.CODAFRICA.ORG COALTION FOR DIALOGUE ON AFRICA Ref No.0100/SICS/135

SICS

+251 116 620161 www.sicsoutsourcing.com

COALTION FOR DIALOGUE ON AFRICA (CoDA)

TABLE OF CONTENT

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INTRODUCTION AND SUMMARY

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DOCUMENT STRUCTURE

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1. VISION AND SCOPE

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1.1 DEVELOP BRAND IDENTITY CONCEPT

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1.2 DEVELOP AND PRESENT NEW GRAPHICS STANDARDS

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1.3 BRAND AUDIT, POSITIONING, AND EXECUTION

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1.4 BRAND MANAGEMENT

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1.5 DESIGN AND DEVELOP FULLY DYNAMIC WEBSITE

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1.5.1 WEBSITE DELIVERABLES

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1.5.2 SERVICES AND TECHNOLOGY

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1.5.3 METHODOLOGY

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1.5.4 COMMUNICATING EFFECTIVELY

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1.5.5 WEBSITE TRAINING AND EDUCATION

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1.5.6 TIME SCALE

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1.5.7 SEARCH ENGINE OPTIMIZATION

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2. TECHNICAL QUALIFICATION

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2.1 CORPORATE PROFILE

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2.2 STRATEGIC AND CREATIVE TEAM

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2.2.1 GIDEON BEREKET, PROJECT MANAGER

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2.2.2 SERGIO CARNVALE, CREATIVE DIRECTOR

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2.2.3 SHEWANDAGNE TESSEMA, LEAD DESIGNER

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3. PAST PERFORMANCE

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3.1 CASE STUDIES

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3.1.1 JARCO.INFO

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3.1.2 KURIFTURESORTSPA.COM

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3.1.3 SMRI.CLOUDAPP.NET

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3.2 ADDITIONAL WEBSITE DESIGNS

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3.3 CLIENT REFERENCES

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4. CONFIDENTIALITY

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SICS

COALTION FOR DIALOGUE ON AFRICA (CoDA)

Introduction and Summary SICS is pleased to present this proposal to the Coalition on Dialogue on Africa. This document is in response to the Request for Proposal that was emailed to us on 07, February 2014.

This project is a company branding project, and includes the following task areas: • The development of a brand identity concept on the organization’s existing logo.

• The development of Graphics Standard Manual • The development of the organization’s website • The development of a brand positioning strategy followed by the execution of a communications and marketing strategy We view this project as an opportunity to build a solid partnership with CoDA. Although we are not so egotistical as to believe that any vendor is perfectly qualified for any task, SICS offers several strengths for CoDA to consider: • We’re versatile and practical. We have designed for a variety of mediums, including Web and print. As a result, we understand how to design an identity that works in many contexts. In addition to our branding expertise, we also offer many skills, such as programming and usability that traditional design firms cannot provide. In addition key staff members have considerable international country branding, and development policy analysis background.

• What you see is what you get. Our most experienced designers, programmers and project managers will be working on your project from start to finish.

• We treat clients as valued partners during the design process. As consultants, we will always recommend best practices to our clients, but we also understand that many factors design decisions and can work within those constraints.

Document Structure

The remainder of the document is divided into the following parts: • Vision and Scope: An overview of the project’s task areas and features.

• Technical Qualifications: An introduction to SICS and our creative team.

• Past Performance: Case studies highlighting our familiarity with similar projects.

• Confidentiality: We are excited about this proposal and believe that we have a good initial grasp of your needs. As with any project, we will shape and refine the initial vision into a superlative final product. We look forward to kicking off the project!

1 Vision and Scope

This project can be divided into four main areas: 1 Develop brand identity concept based on the organization’s existing logo.

2 Develop and present new graphic standards.

3 Develop brand audit and positioning, and present brand execution 4 Brand management 5 Develop and present the organization’s website.

6 Develop a digital marketing strategy

1.1 Develop Brand Identity Concept Our first step in the project will be to design a brand identity for the organization, based on the information provided in the RFP and at the kickoff meeting.

We will supply the following deliverables: • Multiple logo treatments based on the existing one SICS

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COALTION FOR DIALOGUE ON AFRICA (CoDA)

• A written and detailed instruction for treatment and application of logo components • Signature colors and color palettes, icons, symbols, graphic motifs, slogans, taglines and other elements that complement the logo • Text treatments: The designation of specific typefaces, fonts and their accompanying text treatment to complement the other deliverables described above, along with a written explanation and detailed instructions We will submit three hard copies and three CDROM copies compatible with Windows and MAC operating systems no later than 30 days after the contract award.

1.2 Develop and Present New Graphics Standards If our proposed Brand Identity Concept based on the existing logo is accepted, then we will provide the following deliverables: A graphic standard manual and compact disk (CDROM), containing: • Style sheets • Templates (See attached examples) • Branding elements for Website and Digital Media (email signature, email promotions such as newsletters and videos) • Guide on brand roll-out in all internal and external communications materials Upon completion of this phase, we will deliver a copy of the manual and accompanying style sheets and templates to CoDA for review.

One revision cycle has been included in the schedule. After CoDA submits change requests in writing (in a single document), we will make any corrections as needed and then submit 10 hard copies in binders and 10 copies on CDROM. In collaboration with key CoDA staff, we will plan a presentation to officially launch the Brand Identity/Trademark Program. We will present the new identity, explain how it meets the goals for the organization, answer any questions by meeting attendees and provide meeting minutes and action items in writing no later than five days after the launch presentation.

1.3 Brand Audit, Positioning, and Execution Developing a brand is more than just a creative exercise; it’s a discipline involving research and analysis, plus structured management and implementation. Together with the brand identity concept and Graphics standard, we will formalize and codify the creative identity and approaches so that they work to create a presence that is unique to you.

To do so we will follow a three-phase approach • Facilitate brand audit: meeting with key CoDA staff to perform a needs assessment and understand and identify key target audiences, perceptions of current brand name and identity, current position and brand awareness, vision and mission of organisations, agenda, scope, and more.

• Developing brand positioning and strategy: Through collaboration with CoDA, developing a full communications, marketing and brand awareness strategy, as well as the necessary brand kits for use in promotion activities, according to the organisation’s requirements. In addition developing the brand mantra.

• Executing Brand Strategy: To develop brand recognition a tactical execution of brand campaign comprehensive of:

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COALTION FOR DIALOGUE ON AFRICA (CoDA)

- Online marketing and Advertising - Blog and Forum optimisation and promotion - Social media marketing, - Print Advertising (Magazine/Newspaper Ads, Brochures, Circulars) - Publications, Newsletters, Bulletins - Events and Press Conferences - Brand association and Endorsements - International TV and Radio programming and Advertising - News Creation - Billboards - Branded products - All media solicitation - Outreach and Direct Marketing - Creation of bespoke Innovative solutions like “AJStream” for CoDA, in which Africans speak for Africans, and engage in constructive dialogue on an online platform or TV platform. AJStream is an award winning Al Jazeera program that was created for the same reason: “ to create dialogue among viewers and experts”. CoDA’s brand can be enhanced through such innovative solutions to achieve its mandate.

In today’s crowded landscape, a strong brand cuts through noise and clutter and delivers a clear picture of who you are and what you do. Understanding the target audience will be the foundation and key ingredient for a successful organisation image creation and branding. Though we know CoDA already knows their audience, we believe an exercise in focused identification of audiences and deliverables will change the very perception of CoDA and possibly engage more its target audience.

We want to create a unique and outstanding image of an organization that aims to become a trend and a name that can be trusted.

1.4 Brand Management Our brand positioning and execution exercise is a proven brand definition methodology to build a unique, compelling brand for your organization. It is the art of creating and sustaining the brand in order to establish connectivity with the audience and form valuable perceptions about the organization.

However, in the long-run brand creation and positioning is not enough. To ensure brand resonance and recognition, a competent brand management system should be developed.

The brand management provides good support to the brand so that it can sustain itself in long run, and brand equity is built over time.

Our company can partner with CoDA to handle its long-run brand management, and ensure through targeted solutions, the brand stays strong. Strategies used for brand management over period of time can be two-pronged: 1. Re-enforcing brand: a) Our company can handle all preparation of materials used in Seminars, conferences, Workshops, etc. to ensure correct and efficient brand use. Our expert graphics team will follow the brand visual identity in all the necessary designs. b) Where Video and Photography is required, we can supply expert staff that has experience with international organizations like the AU. Photograph and Video

SICS

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COALTION FOR DIALOGUE ON AFRICA (CoDA)

copyright will be exclusive to CoDA. c) Preparation of all Ad material and promotional material in line with brand vision, whenever requested by CoDA and for its major events or campaigns. d) Handling the design and delivery of all communication material as and when requested by CoDA. 2. Re-vitalizing brand: a) Develop alternative Creative Approaches, including theming, messaging, logos, color schemes, imagery, photography etc. when new campaigns or sub brand is required to be invented b) Create new bespoke solutions for campaigns, events, conferences etc. c) Deliver new brand compliant designs for various vehicles or take on creation of any or all of the new communication materials.

Brand management is essential and vital to build brand resonance, brand recognition and brand recall. After-all what makes the brand is not what the organization or we say, but what the audience decides it is.

1.5 Design and Develop Fully Dynamic Website Using the existing CoDA logo components and information gathered from the RFP and meeting with CoDA officials, we have proposed three different design templates we believe will meet CoDA’s requirement.

Our proposed designs: • Incorporate contemporary design standards • Are benchmarked against the best in the industry • Use advanced interactive technologies • Are responsive to all mobile devices Once we receive the approved design from CoDA, we will proceed in defining the development requirements further by working closely with CoDA officials. The website will be developed with the ability to allow you to easily add content such as videos, publications of various formats and images with a minimum of technical knowledge, within a tightly defined design framework.

1.5.1 Website Deliverables

SICS will deliver a fully functional and approved website uploaded to CoDA’s designated host server.

We would undertake to do the following in order to successfully complete the project in agreed time: • Planning and wireframes • Photoshop/ Fireworks proposed designs • Image research • Coding and cross-browser testing of all templates at multiple resolutions • PC, PDA and Mobile compatibility testing • Adopt SEO friendly development and programming • Develop full Content Management System (CMS) for the website • Perform testing throughout the development • Incorporate client feedback throughout the development

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• Onsite user training to be provided • Basic user guide to be provided (PDF) 1.5.2 Services and Technology

The web development project will be completed in the following way: 1. SICS will assign a web project manager to oversee the project and serve as a single point of project communication. The SICS project team will also consist of additional web developers and other support staff members who will contribute as project requirements dictate.

2. Project work will generally take place at the SICS facilities, however the SICS project manager will coordinate regular on-site visits on CoDA premises for meetings, evaluations, observations, reviews, testing, and other project purposes as needed.

3. All project work will be in accordance with accepted best practices for web development.

4. Key requirements for the web development project will be established and documented in Planning stage, and will be added as an Addendum to the Statement of Work.

Additional services such as on-going maintenance, hosting, Search Engine Optimisation are optional. SICS will be happy to provide these services at additional cost to the client.

1.5.3 Methodology

Let’s start by looking at the steps we’ll be taking to get your project from start to finish.

1. Discovery – through a process of surveys and meetings we’ll gather all the information we need to have the best understanding of your organization and goals.

2. Architecture – Just like a building, a website needs a solid blueprint. Together we’ll determine the best way to organize your website and sketch out a rough outline.

3. Content – with a solid blueprint in place it will be your job to collect, organize, edit and deliver to us content for each page of the website.

4. Design – at the same time you are working on content, our team will be creating non-functioning comprehensive layouts showing possible design directions.

5. Development – with all the necessary architecture, content, and design elements in hand we’ll create the first working version of your website and deploy it on our test server.

6. Review, Testing & Launch – getting your website “go live” ready will inevitably require several rounds of revisions and polish. Once the website is ready, we’ll go through the final launch checklist.

7. Warranty – Once your site is live, our support team will ensure you receive a proper training on how to manage your website and help you solve any issues that may arise after deployment of the website.

SICS

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COALTION FOR DIALOGUE ON AFRICA (CoDA)

1.5.4 Communicating Effectively

During the project communication will be non-stop with emails, phone calls, and meetings. Here is how we make it happen.

• Email – Info@sicsoutsourcing.com is the only email you need to remember.

Everyone here regularly checks this account and the person best suited to reply will always do so quickly.

• Phone – +251 (930) 011-125 is the direct line for the Project Manager, Mr Gideon Bereket. Your calls are always welcome between 9am and 6pm, Monday through Friday and between 10am and 2pm on Saturdays.

• Meetings – We will setup meetings whenever needed at SICS office or CoDA’s premises to review milestones and deliverables.

1.5.5 Website Training & Education

We want you to get the most out of your website. For this to happen, you must be asking questions and continually learning. At the end of the website development we will provide two days of training on the functionalities and administrative management of the working website, with unlimited phone helpdesk support on any questions on the website.

1.5.6 Time Scale

We would anticipate the website development project taking 6 weeks to complete.

The exact speed of design & development will be affected by client turnaround times, for example responding to designs etc.

1.5.7 Search Engine Optimization

Search Engine Optimization is very important for your website. We will of course develop your website on a SEO friendly manner. However, additional work must be done in order to be easily on various search engines. We will push your website to the most popular search engines such as Google, Yahoo and Bing. As a result, you will be on top of every search engines for various keywords. But, such results require some serious work and we are here to do just that. We will also send you weekly audit report on your website activity and placement on various search engines.

2. Technical Qualification 2.1 Corporate Profile SICS is a private limited company, established in 2010 comprised of data entry, software development and online support team in order to provide an outsourcing solutions to companies based in the US. The company provides services such as systems development, programming, usability testing, interface design and multimedia development among others. Our flagship product ‘APSmart’ is automated invoice management software that is currently being used by more than 12 companies in the United States. SICS also provides these companies with data entry and any technical support they may require.

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COALTION FOR DIALOGUE ON AFRICA (CoDA)

Over the last two years, the company has expanded its business to provide branding and publishing services to different companies in Ethiopia including the production of AU’s official 50th anniversary magazine ‘Jubilee’ and Ethiopian Holidays, a biannual travel magazine for Ethiopian Airlines.

SICS has worked with dozens of businesses, hotels and corporate clients. Each of our projects is characterized by user-friendly, sensible, cost-effective solutions that get the job done.

2.2 Strategic and Creative Team This project will have three primary team members, who are briefly described below.

Gideon Bereket will be the main point of contact on the project and will take the lead in performing all analysis. Sergio Carnevale will be the creative director and will be responsible for the branding of the organization and any necessary content writing or editing while Shewandagne Tessema will be the lead graphic and web designer.

All staff members are extremely experienced and it is their combination of skills, background and education that will help yield a superlative product. Each of our projects are taken through an innovative process that we have designed over the last 4 years, yet continue to refine to create the best possible experience. We use a combination of online tools, customer interactions, and milestones to ensure that your project goes from execution to completion within the allotted time and budget with the best end product.

2.2.1 Gideon Bereket, Project Manager Gideon manages projects, consults with clients regarding creative vision and approach, and coaches team members to successfully plan and execute creative development. As SICS’s project manager, he has successfully managed number of projects for companies here and in the US. Gideon has a B.A. degree in Mechanical Engineering from Old Dominion University and M.A. degree in Computer Science from University of Westminster in London, UK.

2.2.2 Sergio Carnevale, Creative Director Sergio is an economic and social development consultant that has worked in various capacities around the world consulting with governments, IOs and businesses. He has worked with a branding and analysis firm to promote sector specific and country specific messages in South East Asia and the Middle East. His advertorials have been published in the exclusive Foreign Affairs Magazine and the Guardian.

Sergio holds a B.A. degree in Economics and Linguistics from the School of Oriental and African studies (SOAS) in London, and an MPhil. degree in Development Studies from the University of Cambridge in the U.K.

2.2.3 Shewandagne Tessema, Lead Designer Shewandagne, the primary resource on this project, has been designing excellent works for over six years. After graduating from HiCoe University with BA in Computer Science, Shewandagne joined a design firm in Addis Ababa where he successfully designed SICS

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publication and web designs.

Since joining SICS over three years ago, Shewandagne has continued to produce top-quality designs. He has worked as a lead designer on both magazine publications and has designed number of websites for many hotels and corporate companies here and in the US including jarrco.info and smri.cloudapp.net/staging.

3. Past Performance 3.1 Case Studies 3.1.1 Jarrco.info In November of 2013, Jarco Consulting, a successful consulting company for non-profit development agencies was well established by its logo and branding identity. After few years with that, it was decided to update their look and create a website that represents the company’s current image. The challenge we faced during this process was to create a website that communicated its strong working partnerships with different development agencies while maintaining its corporate identity, instilled trust and confidence, and was modern but not beyond the perceived taste of the target audience.

As a solution to the challenges faced, we developed a website that paid homage to their core brand identity but clearly has a modern approach.

In addition to creating the website, we also created a graphics standards manual for the organization to use a guideline in maintaining a strong visual brand. The manual outlined appropriate logo usage including size restrictions, color application, segmentation of the mark, and guidelines for associated type. Examples were given for correct and incorrect usage. As part of the final deliverable, we will present SMRI with a Web-based CMS for their site

3.1.2 Kurifturesortspa.com In February of 2013, Boston Partners PLC, a well-established hospitality company, but with new goals and direction wanted a fresh, more fitting brand. We needed to create a website and other visual branding materials that will take the company to the next level and make it a major player in the hospitality industry.

We created a website that is clean and modern and more fitting for a cutting-edge firm. We also designed the stationary, brochure, folder and additional collateral to expand on the brand. A consistent color palette and repeating graphical elements were the foundation for creating a consistent brand across multiple media packages.

3.1.3 SMRI.Cloudapp.net Solution Mining Research Institute (SMRI) is a non-profit research and educational organization with international perspective and members. In November 2013, the company hired us to redevelop their outdated existing website with a fresh new look and establish new brand for their

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membership. The challenges we faced during this process was implementing the various interactive online services the website provides with a user-friendly and modern user interface. As a solution to the challenges, we followed a development method that allowed us to work closely with the client. This helped us develop a clear and well-defined requirement that we can work with throughout the project. We also maintained regular meetings with the client and incorporated their feedback during the duration of the development.

We redesigned the whole website and portal pages to give them unique identity under the auspices of SMRI. We are now at the final stages of the development whereby we’re addressing any identified issues and fix all reported bugs by the client.

SMRI will launch its new website in March 2014. The final version of the current website is now available on staging server: smri.cloudapp.net/staging/. As part of the final deliverable, we will present SMRI with a Web-based CMS for their site.

3.2. Additional Website Designs

Addisregency.com

Gohahotel.com

Kaldiscoffeeethiopia.com

Cloudxdpo.com

3.3 Client References Attached separately with this document.

4. Confidentiality Policy

We hold confidential all information obtained from our clients, not otherwise previously known by us or in the public domain, unless such information comes in to the public domain through no fault of ours, or so is also furnished to us by a third party who is under no obligation to keep such information confidential.

SICS

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SICS

+251 116 620161 www.sicsoutsourcing.com FEBRUARY 20, 2014