Project Book Draft 4 by Kaleef Lloyd

Wish Upon A Hero

Re-brand Project Book

Table Of Contents 1.0 Research

2.0 Creative

1.1 Campaign Overview

2.1 Competitive Survey

1.3. Competitive Audit

2.3 Moodboard

1.2 Communications Audit 1.4 SWOT

1.5 Creative Brief

2.2 Sketches

2.4 Logo Development

3.0 Style Guide

4.0 Final Designs

3.1 Brand Description

4.1 Print

3.3 Use Of Logo

4.3 Online ads

3.2 Logo Elements 3.4 Typography 3.5 Color Guide

4.2 Billboard 4.4 Blog site

4.5 Mobile app

4.6 Instagram Promo 4.7 Facebook app

4.8 Twitter Chat 4.9 Video Series

1.0 Research 1.1 Campaign Overview 1.2 Competitive Audit 1.3. SWOT

1.4 Personas

1.5 Creative Brief

1.1 Campaign Overview

Research

things, really fast, with the tools you use every day, ish Upon A Hero is the world’s largest and there are eyeballs and hearts waiting to accept social helping network. It gives people the opportunity to directly help others without going your efforts. No matter how small or large they are.” Wish Upon A Hero must take advantage of this trend through a third party source. The peer-to-peer social and use it to catapult its way past their competition helping network reduces help response time. People into national recognition. Thorpe (2012) notes the can receive help instantly from someone willing to grant their wish. Wish Upon A Hero gives people the following; “There has never been a time in history platform to become problem solvers. Maggin & Sher when we’ve had more resources available to bring to bear on the world’s biggest problems.” Social media’s (2011) quotes Wish Upon A Hero founder, David power to bring people together Girgenti, “If you want to paved the way for social good. become a hero it’s as easy as If you want to become a hero it’s as clicking on someone’s wish easy as clicking on someone’s wish that Thorpe (2012) also states “The that you are emotionally you are emotionally connected with, You world’s big problems are really big. They require that we all connected with,” Girgenti never know what your super power is, said. “You never know meaning you never know what you can engage, that we all find a way to what your super power is, grant because it’s as simple as advice or a be involved, to do something, to get off our keisters and make a meaning you never know birthday card. Anyone can be a hero.” difference.” People do not have what you can grant because - WUAH Founder, David Girgenti to wait for organizations to do it’s as simple as advice or a all the work. With social good, birthday card. Anyone can be you have the opportunity to a hero.” create the change you want to see. Davis (2011) calls this generation, the G generation and states, “Giving The rise in social helping networks and wellknown wish granting charities such as Make-A-Wish back is what the Generosity Generation is all about. Foundation threaten to hinder Wish Upon A Hero’s The imprint social networking has left on the growth into being nationally recognized. Olanoff (2011) spoke on the emergence of social good, “Social society is everlasting. People are finding innovative ways to use social networking to help lead change in Good is very real. You can do great and charitable philanthropy. Through the power of social networking, people are banding together and developing tools that enable others to help those in need faster. The rise in these tools and the use of social media is called Social good. Social good is reshaping the way awareness for causes are being raised. Wish Upon A Hero needs to increase brand awareness by capitalizing on the growth of social good. The discovery that people can make a difference in someone else’s life quickly without going through a 3rd party source is appealing. People do not have to wait for organizations to do all the work. With social good, you have the opportunity to create the change you want to see. The purpose of the re-

“

1.1 Campaign Overview

branding effort is to re-introduce to Wish Upon A Hero to the world. A new modernized logo along with mobile app, blog website, print ads, Facebook app, YouTube series, and Twitter chat along with event partnerships will help increase visibility. The new logo will give Wish Upon A Hero an updated look to match the constant changing of the social media landscape. The mobile market is booming. Rosen (2012) states, “There are more than 6 billion [mobile devices] and the count will soon exceed that of the human population.” People are using their cellphones more to search the web, play games, and check social networks. According to Eridon (2012), “1.08 of the world’s 4 billion mobile phones are smartphones. 3.05 billion are SMS enabled. 7.96% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 14.85% in Africa, and 17.84% in Asia -- up 192.5% since 2010. Mentioning a location in mobile ads and search results can increase click-through rates up to 200%. Olenski (2012) states, “Among all interactive marketing platforms, mobile marketing is expected to grow 38% over the next five years with an estimated $8.2 billion being allocated to it by the year 2016.” Wish Upon A Hero can capitalize on the growth of the mobile market

Research

by developing an app. People can start granting wishes straight from their phone. People can experience the instant gratification of helping others. Wish Upon A Hero can be the poster boy of social good and social helping. Wish Upon A Hero is in some ways the “Facebook for philanthropy. Connecting people with others that want to make a difference. Mobile marketing will fill Wish Upon A Hero’s need to reach younger heroes. According to Marketing Charts, “Young adults engage in mobile data applications at much higher rates than adults in age brackets 30 and older.” The goal of the campaign is to increase awareness. A Wish Upon A Hero app and Instagram promotion meets the campaign’s goal and speaks to the primary target audience. Social media engages consumers like never before and helps drive sales, website visits, and overall business. Jorgensen (2012) states, “A powerful and effective way to amplify your marketing mix and generate new business is social network marketing. A whopping 77% of B2C companies and 43% of B2B companies acquired customers from Facebook.” Social networking sites Twitter and Facebook will help Wish Upon A Hero build a community dedicated to helping others. A twitter chat called #AskBill will give users an outlet to voice any concerns about the site,

service, or other users. Wish Upon A Hero will encourage people to find out their hero status. Both of the age groups, 25-45 and 55-70 use a social networking site in some way. Wish Upon A Hero will be able to reach more people at a global scale. Blogging will help increase web site visits and service participation. Burnes (2009) states, “Companies that blog have far better marketing results. Specifically, the average company that blogs has: 55% more visitors, 97% more inbound links, and 434% more indexed pages.” A Wish Upon A Hero blog site will help increase brand awareness. People will share posts with their friends and social networks.

1.1 Campaign Overview

According Porterfield (2010) states, “There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages.” A video series will detail how people changed others lives through Wish Upon A Hero on YouTube and Vimeo. It’s because of video marketing strength; I decided to use it to get my target audience’s attention. Video marketing meets Wish Upon A Hero’s need to increase website hits and site usage. Transit advertising is one of the most cost effective ways to reach consumers. Olenski (2011) states, “71% of us “often look at the messages on roadside billboards (traditional and digital combined) and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.” With those stats in mind, a billboard and taxi ad will definitely reach the campaign’s consumers. Transit ads will encourage people to visit Wish Upon A Hero’s site. Ads will also be placed on train and bus passes. Print still an effective medium despite online ad surpassing it in revenue. Baekdal (2012) notes, “Print carries a longer shelf life than online content, which increases the number of viewing opportunities by targeted enraged readers. The “Quality of Reading Survey” – recently published by PPA Marketing – has shown that in just three days, a single copy of a magazine is picked up by readers an average of five or six times. As a result, the average ad is viewed 2.4 times a day.” Wish Upon A Hero’s ads will inspire people to take action and visit the website.

1.2 Competitive Audit

Research

Competitive Audit

1.3 SWOT

SWOT Analysis Strengths

Weaknesses

Opportunities

Threats

• The only social network of it’s kind • Cuts out third party source • Finds immediate solutions to problems • Connects people with those in need • Grants people’s wishes • Programs that fill specific needs

• Build off being the only social network of it’s kind • Capitalize on growth of social good. • Partnering with major brands • Sponsoring minor and major events • Establish strong mobile presence • Gain more investors

• Needs more national recognition • Open to scammers • Monetary wishes granted are taxed • Too many programs • People don’t feel safe using site.

• Scammers • Possible internet regulations • Increased competition. • Hackers • Growth of social good sites. • Economic struggles

1.4 Personas

Research

Personas Meet Lauren Vega

Lauren Vega is a 27-year-old Nutritionist who lives in Philadelphia, Pennsylvania. She wakes up at 6:30 a.m. everyday to do her morning jog in the park. Lauren reads her two favorite magazines, Women’s Health and Today’s Dietitian after coming home from her run. She makes sure to post the pictures she took during the morning run on Facebook and Twitter through Instagram. Lauren then plugs in the miles she ran into the Nike+ Running app on her iPhone. Siri (iPhone software) reminds Lauren about a cancer research fund-raiser next week. Lauren wants to make difference in the world and hopes this event will lead to the cure for cancer. She invites all her friends on Facebook to attend the fund-raiser and tweets about it. The event will be first one she attended that was sponsored by the Wish Upon A Hero Foundation. She wasn’t familiar with the organization but looked them up on her iPad. Lauren was in awe of the social helping network. She spent an hour looking for wishes she could grant. A mother in Kansas needed coats for her three kids. Lauren went out and brought 3 coats. She felt a big sense of pride after granting the mother’s wish and couldn’t hold back a big smile as she sent it. Lauren tossed her gym bag in the car and turned the music up as she headed to work.

1.4 Personas

Personas Meet Bill Harnlon

Bll Harnlon is 70-year-old recently retired city bus driver. He is married to his wife of 40 years, Gina Harnlon. He enjoys spending every minute with her and his grandkids. Bill’s wife helps organize a coat and toy drive every year in November. He likes helping people and thinks there is no better feeling. He often helped the less fortunate when he drove for the city by buying them something to eat. Bill would also auction off some of his season football tickets to help fund Alzheimer’s disease research. Bill’s father was stricken with the Alzheimer’s after he turned 75 and passed two years later without remembering his own son. Bill did not want anyone to feel the same pain he felt. He wanted to find a cure for all diseases and frequently donated to charities. One day at Bill’s favorite pub he over heard someone talking about a social networking website called Wish Upon A Hero. He found out that Wish Upon A Hero allows you cut third party sources and directly help other people. Bill loved the idea of being a problem solver. He had a Facebook page but rarely used it. He asked his computer wiz wife to help him create an account and see what Wish Upon A Hero was all about. Gina explained how he could pick which wishes he wanted to grant. Bill found out there was a 45-year-old man that was classified with early stages of Alzheimer’s. The man’s wish was to tour the entire city of Chicago and visit Wrigley’s Field. He lived in Chicago his entire life but never seen the whole city. Bill called in a couple of favors and was able to grant his wish.

1.5 Campaign Brief

Research

Campaign Brief Client Wish Upon A Hero is the world's largest peer to peer social helping network. Â It gives people a chance to directly help others without going through a third party source by granting a wish. Wish Upon A Hero launched in 2007. They operate under the mantra, â&#x20AC;&#x153;No wish too large and no hero too small.â&#x20AC;?

Objective To increase brand awareness of a social helping network and non-profit organization through a creative campaign that elevates it to national/world recognition.

Target Audience Primary: 25-54 Seconday: 55-70 Loves helping others, donates to charities regulary, and volunteering at fundraising events

Deliverables Modernized logo, blog site, mobile app

2.0 Creative 2.1 Competitive Survey 2.2 Sketches

2.3 Moodboard

2.4 Logo Development

2.1 Competitive Survey

Competitive Survey

2.1 Competitive Survey

Creative

2.1 Competitive Survey

2.2 Sketches

Creative

Sketches Blog Site

2.3 Moodboard

Moodboard

It’s imperative for the narrative theme behind the campaign to represent Wish Upon A Hero’s brand. The narrative choice for the Wish Upon A Hero campaign is inspiration. Wish Upon A Hero brings happiness when people have no hope. The social helping network inspires people to make a difference in someone’s life and for others not to give up. Two

of colors associated with the campaign are blue and yellow. The meaning and use of the colors fit what Wish Upon A Hero portrays. Chapman (2010) states, “Yellow is often considered the brightest and most energizing of the warm colors. It’s associated with happiness and sunshine.” Chapman also states, “Blue is also used extensively to represent calmness

and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable. In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing.”

2.4 Logo Development

Creative

Logo Development

3.0 Style Guide

3.1 Brand Description 3.2 Logo Elements 3.3 Use Of Logo 3.4 Typography 3.5 Color Guide

3.1 Brand Description

Brand Description

ish Upon A Hero is the largest peer-to-peer social network in the world. It is the only social good site that allows people to grant others wishes. With the rise in social good sites, it’s imperative Wish Upon A Hero separates itself from the competition and gain world recognition. As part of Wish Upon A Hero’s re-branding campaign, the logo needed. Wish Upon A Hero inspires people to make a difference in someone’s life. People can directly help others without going through a 3rd party source. A family can get their wishes answered for a bed to sleep on and new jackets for the winter. The idea behind the logos was too show to exchange. People grant others wish. The hand to star to hand combo was designed to demonstrate the exchange and granting of wishes. Wish Upon A Hero will have enough brand equity to let the hand combo to by itself.

Original Logo

New Logo

Wish Upon A Hero

3.2 Logo Elements

Style Guide

Logo Elements Itâ&#x20AC;&#x2122;s imperative to follow the logo usage guidelines to maintain the brand. The logo should only be used in the selected colors and typeface choice. Above are examples of how the logo should be reproduce in any situation.

Acceptable Use of Logo

Wish Upon A Hero

WUAH

Unacceptable Use of Logo

Wish Upon A Hero

3.3 Use Of Logo

Use Of Logo (Size) The spacing illustration below will help with any space issues. Itâ&#x20AC;&#x2122;s important for the suggested white space around the logo be followed.

Wish Upon A Hero W

3.3 Use Of Logo

Style Guide

Use Of Logo (Color) The logo comes in one form for now. The logo form along with hand exchange by itself. Below will help maintain the logo as designed in different design situations. See the samples below.

Wish Upon A Hero

Full Color

Wish Upon A Hero

Black & White

Wish Upon A Hero

Watermark

3.4 Typography

Typography Typography helps set the tone of the message you want to convey. It’s important for the typography to complement the images that will inspire people. Most charities use a serif typeface. The chosen type will set it apart from other helping organizations. Serifs are a little more decorative than sans serif. BBC (2010) notes the difference between serifs and sans serifs, “One of the crucial dilemmas is whether to opt for serif or sans serif. In a serif typeface the letters have extra curls and bobbles, reminiscent of calligraphy, whereas in sans serif (literally without serif ) the letter forms have clean lines without any protruding bits.” Wish Upon A Hero uses Lucinda Grande from the Lucinda typeface family. It’s easy to read and matches the ever changing social media landscape. Facebook, another social network also uses a font from the Lucinda family.

Wish Upon A Hero Lucinda Grande Sans-Serif Family

Microsoft Sans Serif Sans-Serif Family Helvetica Neue Sans-Serif Family Used in ad headlines PT Sans Narrow Sans-Serif Family Used in blog site Gill Sans Sans Family Blog Site Copy

Style Guide

3.5 Color Guide

Color Guide The narrative choice behind the Wish Upon A Hero campaign is inspiration. Wish Upon A Hero brings happiness when people have no hope. The social helping network inspires people to make a difference in someone’s life and for others not to give up. Blue, yellow, and white for contrast accurately portrays what Wish Upon A Hero stands for. Chapman (2010) states, “Yellow is often considered the brightest and most energizing of the warm colors. It’s associated with happiness and sunshine.” Chapman also states, “Blue is also used extensively to represent calmness and responsibility. Light blues can be refreshing and friendly. Dark blues are more strong and reliable. In design, the exact shade of blue you select will have a huge impact on how your designs are perceived. Light blues are often relaxed and calming. Bright blues can be energizing and refreshing.”

C=0

M=0

Y = 100

K=0

R = 255 G = 242 B = 45

C = 81

M=0

Y=0

K = 18

R = 62 G = 156 B = 203

C=0

M=0

Y=0

K=0

R = 255 G = 255 B = 255

4.0 Final Designs 4.1 Print

4.2 Transit ads 4.3 Online ads 4.4 Blog site

4.5 Mobile app

4.6 Instagram Promo 4.7 Facebook app

4.8 Twitter Chat 4.9 Video Series

4.1 Print

Final Designs

For every cry for help, thereâ&#x20AC;&#x2122;s millions of people ready to hold their hand. Change Lives. Become A Hero visit wishuponahero.com today

Wish Upon A Hero 28

4.2 Transit

Final Designs

4.2 Transit

4.3 Online Ads

Final Designs

With one you click you can change someoneâ&#x20AC;&#x2122;s life anywhere in the world.

Wish Upon A Hero

4.4 Blog Site

Wish Upon A Hero Home

About

March 19

2013

Write For WUAH

The OfďŹ cial Blog Site of WUAH No cape needed. Be a problem solver. Become a hero.