OPEN TO ALL LACHLAN COLLIE EDEN FINCHER LIAM MALONE MILES PERKS-MILLER GWEN THOMAS
STRATEGY AND RESEARCH 3 COPY STYLE GUIDE 6 THE LETTER THE WEBSITE METROLITES STREET POSTERS POP UP PROMOTIONAL STICKERS AND BADGES WEB BANNERS FACEBOOK VIDEO AND NEWSFEED ADS WEBSIT CLOSING STATEMENT
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STRATEGY AND RESEARCH:
HOW DO WE CONNECT YOUNG MELBOURNIANS AND 5 MUSEUMS? 3
Foundations and Brand Strategy Multicultural Museums Victoria
DATE: September 2018
Increase Brand Awareness
RMIT x SDWM
OVERVIEW Multicultural Museums Victoria (MMV) is a new umbrella brand encompassing five museums centred around cultures which exist within Victorian/Australian Society. They are; the Chinese Museum, the Co.As.It Italian Historical Society & Museo Italiano, the Hellenic Museum, Islamic Museums of Australia, Jewish Museum of Australia. Each museum showcases the diverse history of Australia from the perspective of its respective culture. Together they perpetuate the ideal of a truly multicultural society void of discrimination. BRAND The very existence of the MMV brand is testament to the diversity and rich immigration history of Australia. Each Museum gives Melbournians a snapshot into their given culture. It allows us a glimpse into the lives of those who came before us. This unique experience give us insight into values, beliefs and traditions which live on in modern Australia. MARKETING COMMUNICATION OBJECTIVES Primary Goal: Increase awareness of MMV’s existence and each of the museums with in the umbrella brand. Subsequently create a link between the MMV brand and the values which it stands for. Secondary Goal: Drive online traffic to the MMV campaign landing page containing the manifesto/policy which our campaign is based around. TARGET MARKET Young Melbournians aged 18 ‑ 35.
➔ Politically liberal (left) values and live in and around CBD. ➔ Likely educated to a secondary if not tertiary level. ➔ Work and income ranging from casual award rates to entry/middle level career jobs. How do we connect young Melbournians and 5 Museums? INSIGHT
➔ Millennials yearn for leaders whose decisions might benefit the world. (Deloitte) ➔ The message is clear: Young workers are eager for business leaders to be proactive about making a positive impact in society. (Deloitte) ➔ Millennials are compassionate … and care about social issues facing Australian Society. (Nielsen) In other words when leaders speak about issue which affect them, they listen.
CURRENT PERCEPTIONS At the moment there is little/ no awareness that the museums exist. If they are aware of them they are seen to be reserved for those who identity as part of the given cultural group of that museum. “What is the point of me spending my valuable time and hard earned money at a museum?” More widely the majority museum and art galleries are visited by 45+ aged middle to high income earners (IBIS World). The big museums like Melbourne Museum and NGV position themselves as culture itself. Generally they are white and reserved for high income earners. We do not want to seem a part of this crowd. DESIRED RESPONSE Multicultural Museums Victoria has taken leadership over social issues which matter to me, and matter to future of Australia. SMP
“MMV breaks down cultural barriers”
BRAND PERSONALITY Positive, Straightforward, Caring, and Open Minded MANDITORIES The MMV logo and unique red. Each museum must be evenly represented and promoted. The MMV red.
Multicultural Museums Victoria: Open To All.
COPY STYLE GUIDE:
HOW ARE WE GOING TO SOUND? 6
MMV: Open To All House Style POSITIONING LINE & S.M.P
MMV: Open To All MMV breaks down cultural barriers. OUR VALUES
MMV is committed to including all no matter who they are.
Everyone should be able to access the culture, stories and learnings in our museums.
We are transparent and will welcome you with open arms
We will never try to mislead you or lie to you.
We respect the people who came before us, their views and traditions
TONE OF VOICE
We are well-informed and intelligent in a way that provokes thought. We are politically subversive through our actions and position. We show understanding and compassion for the issues at hand - we are caring, genuine, authentic and progressive. We inform and educate which shows our concern but isn’t forceful or accusatory. We never overtly contradict someone's views or question their ideology. Above all else we are always open to all. TONE OF VOICE QUALITIES AND POINTERS
We do not place ourselves above or condescend to our audience. We can be a little cheeky with how we use our language. Semi-formal, hard hitting, short words. Non confrontational. Inclusive language: We, Our, Us. We communicate effectively, we inform and educate.
WHAT WE SAY
We tell stories that uplift and enlighten. When present opposing views use symbols, metaphors and semiotics to signify someone and/or their views rather than explicitly calling them out. Stay relevant: connecting others through stories that are meaningful and important. The contention to everything we say should be to “break down cultural barriers. THINGS TO AVOID
Don’t- Explicitly contradict anyone or tell anyone they are wrong. The subject of a sentence should not never be primarily about the way in which someone identifies, unless followed by “open”, or “welcome.” Don’t- Enter into arguments that are not relevant or matter to young people. Hyperbole - no embellishing or exaggerating any stories Don’t- Present too much information at once. Don’t- Use overly colocqualised language Avoid stuffing our beliefs down people’s throats. Don’t- Use aggressive or accusatory language. Don’t- Use too-sophisticated language that comes across as condescending or snobby. LANGUAGE CONVENTIONS
Make the words the most accessible as possible. ➔ Avoid jargon and long academic words which not everyone will understand. ➔ Someone with a year 7 level education should be able to understand the words and phrasing we use. ➔ Present or future, tense, but never past. Try and only write in words of 1 or 2 syllables where possible. Aim for no more than 23 words in a sentence. 3 – 5 word sentences break up long body. One point shouldn’t contain more than 3 sentences. Full stop over comma.
THE LETTER: Whether it be serious, withdrawn or heartfelt, letters are traditionally the purest way of delivering messages. The ‘MMV: Open To All’ letter exists as a public statement proclaiming our commitment to all Melbournians, and our ongoing mission to break down cultural barriers. We know young people yearn for leaders willing to tackle the issues which matter them. The copy is stylistically tailored to resonate with young Melbournians’ ideologies and belief systems. The use of emotive language paints a vivid image of the brand and its values within the minds eye of the reader. The visual appearance of the letter is like the copy; clean and simple. MMV cleanly and beautifully declares what it stands for, without confrontation or accusation.
The letter is the centerpiece of the campaign, and has been utilised across all touchpoints. It will operate as an anchor, informing every choice within the campaign. It's not only inviting all people to the museum, it’s inviting them to share in a set of common beliefs and values.
THE WEBSITE: The website is where our letter and our campaign comes to life. The website is laid out simply and cleanly. It is one, continuouslyscrolling page. The header lists all the museums and, when clicked, redirects the user to buy tickets for that museum. This header remains at the top of the page as the user scrolls. When a user enters the website, a video format of our letter begins to play (see social media video storyboard). The user is prompted to download a copy of the letter, and can pledge their support by signing it and leaving a message about Melbourneâ€™s beautiful multiculturalism. Users can see other responses, along with how many people have signed. As a whole, the website creates a sense of community and social dialogue within the campaign. It contributes to the overall sense Open To All is a social movement. All touchpoints will lead the viewer/user to the website and the letter.
METROLITES: MMV is more than just cultural museums, they exist as fora for social change. The main media spend for the campaign will be in metrolights, placed in and around Melbourne's CBD and the museum precincts. In areas where people have more time to read copy (train stations, bus stops and food courts) the metrolight will show the letter. These long -form letters will exist alongside visually appealing executions with black and white images of diverse Melbournians, overlaid by the words OPEN TO ALL in red. These are visually striking, and communicate our position quickly. Across the entire campaign the style remains the same, but you never encounter the same model or subject twice. This variety creates interest in all the executions, even when someone has encountered multiple touchpoints in one day. They are bold, clear and lead people to discover more about the Open To All movement.
Long copy metrolite
STREET POSTERS: Utilizing street posters again creates the idea of â€˜Open to Allâ€™ being a social movement. The posters will exist in series of threes, pasted next to one another. The designs are similar to the metrolight but have been individualised for the medium by making them a triptych rather than stand alone pieces.
POP UP PROMOTIONAL: We often overlook the complexities of Melbourneâ€™s culture, getting caught up in our own worlds, always looking down. We want the people of Melbourne to look up. To recognize and appreciate Melbourneâ€™s diversity The pop up gallery will be placed in public points of interest around Melbourne. The gallery is the shape of a spiral - this unusual form will not only grab pedestrians attention but create a guided pathway for viewers to follow. Additionally the shape is symbolic of many cultures mixing together as one. The gallery will feature different portraits of Melbournians on the streets of the CBD. The portairts will capture the characters of Melbourne from all walks all life - different ages, cultures, sexes and races will be represented evenly and without bias. Each photo is framed and hung as if it were in one of the museums. The photos will be accompanied by a short profile of the person, and a quote about their cultural identity in Melbourne. Once the viewer reaches the end of the gallery the final framed piece will be the letter, and the opportunity to digitally sign it and send it to two friends. The signatures will also appear on the website.
Pop up gallery
STICKERS AND BADGES: Young Melbournians are progressive thinkers, they’re not afraid of advocating for issues which matter to them. We hope to harness their voices by handing out MMV: Open To All stickers at museums and promotials pop-ups. The sticker is round, red and features the campaign name in white type next to the MMV logo. The design is simple, clean and synonymous with the brand, but isn’t an overt piece of branding. This choice is designed to increase the chances of people sticking it somewhere prominent instead of discarding it. The stickers give the campaign a ‘grassroots’ feeling. The hope is the stickers will live prominently on in places like laptops and cars, or in public spaces such as transport stops, bars and bathrooms. The stickers allow our message spread organically from one person to the next, gaining attention and momentum along the way. It also can act as a conversation starter among friends. The design can also be made into enamel badges, and sold in the museums as merchandise. Those who the campaign messages resonate with can literally wear it as a badge of honour. Additionally, the badge could be distributed among the staff and volunteers for the museums, to bring the MMV umbrella into the museum-going experience.
Stickers and enamel badge design. 24
WEBSITE BANNER ADS: Banner ads will be placed in articles that discuss culture, race and diversity on websites viewed by our target audience such as VICE or PedestrianTV. The focal point of the clip is a black and white collage of different Melbournians, collated to form the tagline ‘Open To All’. The collage consists of a diverse range of individuals, including prominent Australian politicians and those with strong voices in the media regarding issues surrounding race and culture in Australia. The ‘Open To All’ message is conveyed clearly as the collage includes a diverse set of individuals, some with some opposing viewpoints. By placing Pauline Hanson alongside Yassmin Adbel-Magied, MMV is stating that it is not just open to one type of Melbournian over another. It is Open To All from one end of the spectrum to another and all who fall in between. With diversity being shown within the collage as it zooms out, the tagline ‘Open to All’ takes shape - reaffirming the message of the campaign.
: Web Mock 1
Web Mock 2
FACEBOOK VIDEO & NEWSFEED ADS: Young Melbournians live their lives through social media. We have given our campaign a voice on social media. But not just one voice, many diverse voices. The letter is read aloud in a voice over. It cuts between a diverse range of voices emotively reading the words. The visuals feature black and white images of everyday Melbournians with bold red copy overlaid relating to the voice over. The voices of the narrators with not match the people shown.
The video brings the letter to life online in an attention grabbing provocative way. MMV will inject itself and itâ€™s values into current events through Facebook advertisements. Excerpts from the letter will be placed over images in bold red text. The images will be of well-covered events in Melbourne that are centered around race and culture. Events that might be covered could include rallies, political discussions and the like.
Short video storyboard
Promoted post design 30
CLOSING STATEMENT: There is a disconnect between our target market and Multicultural Museums Victoria. By positioning the brand as a community leader who promotes cultural diversity we will insert ourselves in the collective consciousness of young Melbournians. In doing so we will increase the brands awareness and change perceptions about the museum.
Forever more, MMV is truly
OPEN TO ALL
Pitch Document for MMV