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C A M P U S B R A N D I N G S T R AT E G Y


2 | CAMPUS BRANDING STRATEGY | ESPN


TABLE OF CONTENTS OVERVIEW + OBJECTIVES / 4 BENEFITS OF PLAN / 6 PLAN DELIVERABLES / 8

CIRCULATION PATH ANALYSIS + ASSOCIATE/VISTOR EXPERIENCE / 10

ARCHITECTURAL EVALUATION + ASSESSMENT / 16

CONTENT DEVELOPMENT / 19

GUIDING PRINCIPLES OF 3D BRANDING DESIGN / 27

WAYFINDING + SIGNAGE SOLUTIONS / 31

CAMPUS TOUR ATTACHMENTS / 33

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4 | CAMPUS BRANDING STRATEGY | ESPN


OVERVIEW + OBJECTIVES

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THE PURPOSE OF THIS PLAN OVERVIEW IS TO + OBJECTIVES CREATE A ROAD MAP FOR ALL FUTURE CAMPUS BRANDING

The purpose of this plan is to create a roadmap for all future campus branding, including both internal and external, brand communications. Space is an important messenger of the brand. The built environment provides great opportunities to translate in a tangible way vision, values, history, mission, and other branded message to visitors, employees and partners.

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8 | CAMPUS BRANDING STRATEGY | ESPN


BENEFITS OF PLAN

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BENEFITS OF PLAN The plan provides a cohesive, consistent, and orchestrated ESPN experience. When managed, the Campus Brand Strategic Plan will deliver the following benefits:

DELIBERATE CONTENT + BANDWIDTH COMMUNICATION

INFORMATIONAL GRAPHICS AND BRAND MESSAGES Graphic communications celebrate the emotional connection to the ESPN brand...messaging, voice, personality, tone... and foster a connection to the mission and vision of the brand. The strategy will insures that the unique story of ESPN, aligned with the brand, will be communicated so that an authentic ESPN experience is achieved.

ALIGNMENT WITH EMPLOYEE AND VISITOR EXPERIENCE

The Campus Brand Plan maps specifies the location of graphics relevant to the various audiences (Employees, High Performance Athletes, Friends/Family, High Profile Clients/Executives, Partners, Associates). The plan prioritizes content based on the specific circulation of target audiences and is aligned to insure that the message is tailored to the visitor of the space. Lighting and interior finishes are addressed to improve the entire experience.

CONSISTENT DESIGNED SOLUTIONS IN BRAND AND SCALE

INTERNAL MESSAGING The Campus Branding Strategic Plan provides a process of content development to insure that the

The Campus Plan outlines design standards and

internal communications necessary for cultural

guidelines to provide for a level of consistency in

enhancement and transformation is communicated.

the look and feel of the design. The plan provides

Additional internal communications messages that

recommendations for signage designed to provide

enhance culture including charitable initiatives and

continuity among the buildings and create a unified

environmental sustainability are addressed. Specific

campus experience.

business and leadership strategies aimed at cultural transformation can be achieved.

WAYFINDING AND SIGNAGE The plan provides a wayfinding strategy and signage solution that is aligned and reflective of the brand. The signage acts as a ‘red thread’ pulling the campus look and feel together for a cohesive experience of the campus.

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PLAN DELIVERABLES

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THE PURPOSE OF THIS PLAN PLAN IS TO DELIVERABLES CREATE A ROAD MAP FOR ALL FUTURE CAMPUS BRANDING

O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

The Campus Branding Strategic Plan engagement provides a roadmap/blueprint to guide the current and future efforts and insure that the investments made will be fully leveraged. It prioritizes the 3d Brand Communication strategy and enables ESPN to be more proactive and thoughtful regarding what gets branded where... and when.

• CIRCULATION PATH ANALYSIS

• ARCHITECTURAL EVALUATION AND ASSESSMENT • CONTENT DEVELOPMENT

• GUIDING PRINCIPLES OF 3D BRANDING DESIGN • WAYFINDING AND SIGNAGE SOLUTIONS

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PLAN DELIVERABLES

C I R C U L A T I O N PA T H A N A LY S I S : A S S O C I AT E E X P E R I E N C E + VISITOR EXPERIENCE

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CIRCULATION PATH ANALYSIS OBJECTIVE

RESEARCH

Evaluate the circulation of each audience group through campus in order to determine each user groups physical experience, discover similarities and differences, and effectively evaluate the alignment of the brand message for each.

Photo documentation and mapping of visitor experience including Friends and Family Tour and Car Wash Campus Experience Tours were conducted at two separate times. The paths were documented, notes taken regarding comments and talking points, and photo documentation of the visual experience. Informal notes and observations were taken of highly traveled employee pathways.

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CIRCULATION PATH ANALYSIS 1

TOUR SCRIPT

The tour guides do a wonderful job of taking people through ESPN and giving a sense of the culture of the company through their personalities. We recommend that talking points be revisited by content experts of each area to insure that the information is factually accurate and reflective of the unique brand story that the company wishes to convey. Each area from the espnW area, Radio, and any branded areas should have specific points of interest to be shared. As we work to complete new branded environments associated with the Welcome Center and DC2, the tour will be impacted. We recommend proactively reframing the tour and the associated ‘script’ that supports it.

2

PROGRAMS

We also recommend determining the Programs that will move to DC2 and what will remain in DC1. It is also important to determine the functions that will move to DC2 and what will remain in DC1 (control room, will there be two green rooms, etc.). In order to fine tune the tour path and script.

3

TOUR DESIGN

We recommend consideration of a long version and short version of the tour depending on the guest designation.

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

4

RECOMMENDATIONS

INTERIOR FINISH RENOVATION

The Car Wash, Friends and Family Tour, and largely the Employee experience are very closely linked. The travel back and forth between Building 4 to DC1 (and soon DC2), through the building connectors is the most heavily traveled path. There is very little deviation from the experience of each audience. There are differences in terms of the talking points and some of the stops along the route, but the route is surprisingly very similar. As seen in the photo documentation, this experience is very inconsistent in terms of interior finishes (flooring, paint, trim, signage). Each building has a different color palette (mostly needing refreshed). The experience would greatly benefit from a level of consistency among the hallways, corridors and stairwells which are so heavily traveled each day by visitors and employees. We recommend a neutral palette (similar to the palette used for espnW installation) that coordinates nicely with the existing building finishes in the work areas. While those could also benefit from a refresh, in terms of priority we believe that an investment in the common traffic areas would significantly help unify the campus and greatly improve the campus experience.

5

XGAMES REFRESH

The xGames medal wall and xGames corridor branding is still relevant from a content perspective. The medals are interesting and tactile. Both walls would benefit from a refresh or redesign as the branding has worn and is looking tired. The location of the medal wall across from the break area (as it is currently designed) is not desirable architecturally. The location is congested and the break area makes the wall feel insignificant. We recommend moving the medal wall and combining it with the xGames corridor refresh which will also give the wall room to grow as more medals are added to it.

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CIRCULATION PATH ANALYSIS 6

RECOMMENDATIONS

BUILDING 3 > 2 CORRIDOR BRANDING

This corridor is prominent, has a great view of the campus commons, and wonderful natural light. We recommend branding this corridor with event specific employee photos that illustrate the unique culture and personality of the company. This would correspond well to the talking points communicated regarding events that happen in the campus commons and give a flavor and color to the ESPN employee experience.

7

HOSPITALITY AREA FOR VIP GUESTS

We recommend rethinking the break area in Building 1 adjacent to the current xGames corridor. The space could be redesigned to include storage for luggage and more inviting beverage and snacks service. The area would benefit from a facelift and reconfiguration to accommodate these services. This area could be evaluated for use by Talent Producers. Its proximity to both DC2 and DC1 would be beneficial. The spaces (and enclosed spaces adjacent to it) appear underutilized. Private phone rooms could be created for phone and web interviews giving the producers and talent a designated space to work and provide a better experience to VIP guests.

8

EVALUATION OF CAFE RENOVATION, DC2, WELCOME CENTER

Impact of cafĂŠ renovation, DC2, and Welcome Center: Additional evaluation of these spaces needs to be made in conjunction with the intended use and plans of the new and renovated facilities to determine prioritization of investments and overall impact to the visitors experience. Detailed discussion would include use of the DC1 and DC2 green rooms, lobby areas, and designation of the studio programming.

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R E C O M M E N D AT I O N S :

FUTURE TOUR PA T H WAY S C E

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CAR WASH / FULL TOUR

Starts at the Welcome Center with an orientation to ESPN The Campus. The group will then begin and end their tour in DC2.

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MAP KEY 1

WELCOME CENTER

ESPN OVERVIEW: BREADTH + SCALE

WWL IN SPORTS

1B

BUILDING 4 / LOBBY

ESPN ROOTS AND LEGACIES

ESPN HISTORY

3

BUILDING 4 / FL 3 / NEWSROOM

4

BUILDING 4 / FL 3

ESPNW / TITLE IX IMPACT / MOMENTS, TECH

MOMENTS, SOCIAL IMPACT / EXCLUSIVE BRANDS

5

BUILDING 3 / FL 3

ESPN INTERNATIONAL GROWTH

GLOBAL BRANDS

6

BUILDING 3 > 2 CONNECTOR

ESPN EMPLOYEE PHOTOS / COMPANY EVENTS

COMPANY CULTURE

7

BUILDING 2 / STUDIO D

8

BUILDING 2 / FL 1 / ESPN RADIO

9

BUILDING 1 / STUDIO AB

HISTORY OF THE STUDIO

ESPN HISTORY

10

BUILDING 1 / BREAK AREA

XGAMES CAFE - VIP AREA

EXCLUSIVE BRANDS

11

BUILDING 1 > DC1 CONNECTOR

GREATEST MOMENTS IN SPORTS

GREATEST MOMENTS

12

DC1 / FL 1 / HAIR + MAKEUP

CELEBRITY MOMENTS

WWL IN SPORTS

13

DC1 / FL 1 / GREEN ROOM

CELEBRITY MOMENTS

WWL IN SPORTS

14

DC1 / SCREENING ROOM

15

DC1 / STUDIOS

16

DC1 / CONTROL ROOM

17

DC2 / FL 2 / CORRIDOR

ESPN CATCHPHRASES

CELEBRITY TALENT / GLOBAL BRANDS

18

DCS2 / FL 2 / SCOREBOARD

PROGRAMMING

EXCLUSIVE BRANDS

19

DC2 / FL 2 / ELEVATOR

ESPN TECHNOLOGY + INNOVATION

TECH + INNOVATION

20

DC2 / FL 2 / HALLWAY

CELEBRITY MOMENTS

WWL IN SPORTS

21

DC2 STUDIOS

22

DC2 / FL 2 / LARGE VISTA

FAN HALL OF FAME

FANS / FANATICS

23

DC2 / LOBBY ELEVATOR

LIVE PRODUCTION

TECH + INNOVATION

24

DC2 /STAIRCASE VISTA

ON AIR VIDEO WALL

GLOBAL BRANDS

25

DC2 LOBBY SOFFIT

BOTTOM LINE: CURRENT SPORTS INFO

EXCLUSIVE BRANDS

26

DC2 LOBBY NOOK

THIS IS SPORTS CENTER AD CAMPAIGN

SPORTSCENTER / EXCLUSIVE BRANDS

27

ESPN STORE

POSSIBLE RELOCATION

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TECH + INNOVATION


EXPRESS TOUR

Starts at the Welcome Center, Visitors are transported to Building 4, to Newsroom, through corridors to Radio, DC1, and finishing at DC2 2nd floor and then 1st floor. 26 | CAMPUS BRANDING STRATEGY | ESPN


MAP KEY 1

WELCOME CENTER

ESPN OVERVIEW: BREADTH + SCALE

WWL IN SPORTS

2

DC2 / LOBBY NOOK

THIS IS SPORTS CENTER: INTERACTIVE

SPORTSCENTER / EXCLUSIVE BRANDS

3

DC2 / LOBBY SOFFIT

BOTTOM LINE: CURRENT SPORTS INFO

EXCLUSIVE BRANDS

4

DCS / STAIRCASE VISTA

ON AIR VIDEO WALL

GLOBAL BRANDS

5

DC2 / LOBBY ELEVATOR

LIVE PRODUCTION

TECH + INNOVATION

6

DC1 / CONTROL ROOM

7

DC1 > BUILDING 1 CONNECTOR

GREATEST MOMENTS IN SPORTS

GREATEST MOMENTS

8

BUILDING 1 / BREAK AREA

XGAMES AREA

EXCLUSIVE BRANDS

9

BUILDING 1 / STUDIO AB

HISTORY OF THE STUDIO

ESPN HISTORY

10

BUILDING 2 / FL 1 / ESPN RADIO

11

DC1 / FL 1 / HAIR + MAKEUP

CELEBRITY MOMENTS

WWL IN SPORTS

12

DC1 / FL 1 / GREEN ROOM

CELEBRITY MOMENTS

WWL IN SPORTS

13

DC1 / STUDIOS

14

DC2 / FL 2 / CORRIDOR

ESPN CATCHPHRASES

CELEBRITY TALENT / GLOBAL BRANDS

15

DC2 / FL 2 / SCOREBOARD

PROGRAMMING

EXCLUSIVE BRANDS

16

DC2 / FL 2 / ELEVATOR

ESPN TECHNOLOGY + INNOVATION

TECH + INNOVATION

17

DC2 / FL 2 / HALLWAY

CELEBRITY MOMENTS

WWL IN SPORTS

18

DC2 / STUDIOS

19

DC2 / FL 2 / LARGE VISTA

FAN HALL OF FAME

FANS / FANATICS

20

ESPN STORE - RELOCATION ESPN JIMMY V, CORPORATE VOLUNTEERISM

COMMUNITY

EMPLOYEE LONGEVITY AND RECOGNITION

ASSOCIATE RECOGNITION

OPTIONAL FUTURE STOPS

B8 / EMPLOYEE CAFE

ESPN FOCUS

SOCIAL CHANGE PLATFORM BUSINESS PRIORITIES

ESPN GREEN / SUSTAINABILITY

COMMUNITY

CAMPUS COMMONS

SPORTS STATISTICS THROUGH GRAPHICS

STATISTICS, WWL

CAMPUS COMMONS

BANNER PROGRAM FOR EVENTS

CAMPUS SQUARE

SPORTS MEMORABILIA - ROTATING EXHIBIT

INSPIRATION

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EXCLUSIVE BRANDS / GLOBAL REACH WWL - BIGGEST SPORTS FAN


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PLAN DELIVERABLES

ARCHITECTURAL E VA L U A T I O N + ASSESSMENT

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

ARCHITECTURAL EVALUATION + ASSESSMENT OBJECTIVE

RESEARCH

Evaluate the elements of the built environment to determine those areas that are architecturally relevant and lend to an impactful brand experience.

The circulation path was evaluated in conjunction with an evaluation of the best opportunities within the current built environment to communicate.

Please refer to Attachments, page XX

D O C U M E N TAT I O N

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The plan identifies the walls and areas that lend themselves architecturally to being good spaces to create an experience. Our recommendations are based on adjacencies, as well as, the physical build out of the space.


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

ARCHITECTURAL EVALUATION + ASSESSMENT 1

RECOMMENDATIONS

CAFE / DC2 / WELCOME CENTER RENOVATION

The experience of xGames corridor will be impacted by the building expansion of the café. The amount of light that currently filters through the space will be decreased. The view from the windows along the entire corridor will be changed from the ESPN basketball court (and talking points associated with it), to the exterior façade of the café expansion. It is recommended that a study be completed for how the window walls may be used to enhance the experience in this corridor. This could include use of vinyl on the window wall, branding of the exterior of the café expansion wall, and additional lighting in the corridor.

2

BUILDING 4 LOBBY

The building 4 lobby currently is a high traffic area and important space for all visitors. Currently, all tours and VIP introductions begin in the Building 4 lobby. Once the Welcome Center and DC2 construction is complete, the visitor experience of this lobby could be decreased. It should be determined whether or not VIP guests will still be dropped off at the circle in front of Building 4. If VIP guests will still begin their ESPN experience here, we recommend a renovation of the lobby area for updated lighting, finishes, furnishings and branding to be more consistent with the rest of the branding work being completed since this is such a high profile area.

3

BUILDING EXTERIOR

Building Exterior: The growth and development of the building architecture is inconsistent and very reminiscent of the decade in which the buildings were designed and built. While the inconsistencies are not ideal, it is part of the history of ESPN through time. Exterior signage and wayfinding is one way that the campus can become more unified through a consistent visual program (see signage and wayfinding section). In addition, it may be of interest (through additional research) to tell the story of each building, any unique stories or aspects of the building design and construction, through a series of exterior graphics when moving through the campus green.

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PLAN DELIVERABLES

CONTENT DEVELOPMENT

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CONTENT DEVELOPMENT OBJECTIVE

RESEARCH

Define a process that insures that the content areas connect and are aligned with the priorities of executive management for ESPN. The priorities are those that are both internal and external. We recommend that the process consider internal priorities, in addition to external business priorities. This should include things like associate recognition, community outreach initiatives, health/ wellness. The content development for branding the campus should insure that the ESPN brand is represented in voice, personality, tone, mission and vision. The content development will also identify the lifecycle of communications and recommendations for refresh.

Meetings were conducted to gather information regarding content and message with the following senior leaders: JOHN WALSH, EVP EDITORIAL ROB KING, SVP EDITORIAL AARON TAYLOR, SVP MARKETING ED DURSO, EVP ADMINISTRATION Information was gathered at the meetings to determine existing practices and documentation that provide guidance on company business priority development, approvals, and overall brand positioning. In addition, practices that have been beneficial to the existing branding committee for DC2 have been evaluated for inclusion in the recommendations for future content development processes.

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CONTENT DEVELOPMENT

1

ORGANIZATIONAL STRUCTURE

It is recommended that there be an ongoing Campus Branding Committee tasked with the responsibility to guide and shepherd the Campus Brand Plan for active projects revisiting the plan to insure that the objectives of the plan are being met as projects are executed in terms of the key areas:

Current Committee Functional Representation MARKETING FACILITIES OPERATIONS ESPN RADIO ESPN THE MAGAZINE CREATIVE SERVICES

Campus Branding Key Areas CONTENT DESIGN/LOOK/FEEL BRAND POSITIONING SITE SELECTION/RELEVANCY

It is the role of the committee to provide feedback and perspective throughout the process in conjunction with 3rd party design consultants or internal design resources leading the conceptual design, design development and execution phases of the project.

It is recommended that the Branding Committee communicates and checks in with senior level leaders across functional areas within ESPN as represented on the committee. These leaders are called ‘touchpoint leaders’. It is the responsibility of the Committee Chair to keep the executive sponsor informed and invited to key committee meetings. Chief Leadership EXECUTIVE SPONSOR – EVP Administration COMMITTEE CHAIR – VP Global Security and Facilities Operations

It is also recommended that the committee dedicate one to two meetings a year for planning purposes to address shifts or edits in the prioritization (internal and external) of projects, content and budget allocation.

Touchpoint Leadership ADMINISTRATION - President MARKETING - SVP Marketing

The committee consists of representation across several functional areas responsible for the way the ESPN brand is presented in other media including digital, print, and events. They apply their expertise and experience to the campus brand experience. The committee includes a Executive Sponsor responsible for conveying information to the Executive Management Team, as well as, a committee chair, who is responsible for the assignment of projects and management of the campus brand initiatives.

36 | CAMPUS BRANDING STRATEGY | ESPN

EDITORIAL – SVP Editorial BUSINESS DEVELOPMENT – SVP Global Strategy

It is also recommended that the Campus Branding Committee Chair meet with the chairs of the Annual Business Priorities meeting to consult for alignment on internal communications opportunities. It is also recommended that the committee consider additional touch point leaders to consult with annually including Corporate Giving, PR and Human Resources to validate alignment.


2

BRAND POSITIONING It is critical that the content align with ESPN Marketing regarding overall brand positioning. The current brand positioning statements are included for reference and review. Consultants and participants on the Campus Branding Committee should revisit these tenants of the brand throughout the conceptual design and design development phases to insure that the campus solutions are ‘on brand’. Provided by ESPN Marketing

AUTHORITY

SPORTS WITH AUTHORITY AND PERSONALITY

PERSONALITY

Three underlying values give ESPN its sports Authority. They are the reasons why people trust and rely on us.

Three core attributes distinguish ESPN from competition and illustrate ESPN’s unique and relatable personality

ESPN is the sports specialist: the most knowledgeable source that fans can rely on.

ESPN is the world’s beggest sports fan, and relates to other sports fans in an approachable way.

ESPN is the reliable independent and credible source for sports.

ESPN displays energy and enthusiasm that reflect a true passion for sports.

As a sports insider, ESPN is true to sports and fans in a way that can’t be imitated.

ESPN doesn’t take itself too seriously and is known for its humor, wit and occasional irreverence.

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CONTENT DEVELOPMENT

BRAND POSITIONING : APPROACHING THE FAN

Provided by ESPN Marketing / Wieden + Kennedy

Talk with them, not at them. RESPECT THEIR KNOWLEDGE STRIVE TO MAKE THEM BETTER FANS TAKE THEM INSIDE – SHOW THEM WHAT’S NEXT Capture our shared passion for sports and serve it up in our unique voice. We’re the people who take sports seriously, but don’t take ourselves too seriously. Surprise them, entertain them, and always give them something to talk about. Our brand is the perception of the Fan’s perception of us – its what they think or feel when they see the letters ESPN. Do they love us, hate us, want to spend time with us? Everything we do whether it is a program, a movie, a commercial, a product, a service, a press release can alter the Fan’s perception of who we are.

BRAND POSITIONING : MEDIA COMPANY It is important within the context of the content development that ESPN be represented as a media company vs a network. The company is a ‘content creator’. It will be important in the work of the committee to further define how this gets communicated either explicitly or implicitly through the content conveyed within the campus branding. Efforts to demonstrate the depth and breadth of all platforms will be key in this effort.

BRAND POSITIONING : TERMINOLOGY Cable Telecast – It is important to describe the television media of ESPN as a cable telecast vs the more typically used broadcast terminology. ESPN programming is a cable telecast that consumers pay for and expect more from than a television broadcast.

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3

PROCESS

The committee should engage in an annual vision session to evaluate potential themes and messaging. These are prioritized by the committee and validated by touchpoint leaders. The following reflects the outcome of this process in 2013 for themes outside of DC2. 18 potential themes were presented to the committee. Each member was given 5 votes to use to prioritize the most important themes to be communicated.

THEMES + MESSAGING PRIORITIZED BY NUMBER OF VOTES: WORLDWIDE LEADER IN SPORTS

Word’s Biggest Sports Fan

GREATEST MOMENTS IN SPORTS

ESPN Coverage; Through the ESPN Lens

GLOBAL BRANDS

International Growth

COMMUNITY OUTREACH

Corporate philanthropy, Jimmy V, Sustainability

FANS / FANATIC

Showcase the market served; how ESPN “takes you there”

STORYTELLERS

Long form films, magazine, OTL

ASSOCIATE RECOGNITION BUSINESS PRIORITIES HISTORY OF ESPN

Longevity, rising stars, performance

Annual Report,

Positioned with a tie to the cultural perspective;

EXCLUSIVE BRANDS

xGames, ESPYs, ESPN Commercials, other programs

STATISTICS + ANALYSIS

Knowledgeable and Smart

CHANNELS OF DISTRIBUTION SPORTS EDUCATION

Lesser known sports profile/focus

SOCIAL CHANGE PLATFORM MEMORABILIA

Central to the history and popularity of ESPN

Celebrity and Behind-the-Scenes talent

TECHNOLOGY + INNOVATION

39 | CAMPUS BRANDING STRATEGY | ESPN

Impact of sports on our world

One of a kind (with guidelines with inclusion)

SPORTSCENTER TALENT

Apps, Brands, Web, Social

Camera design, HD, 3D, On-Air experience


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

CONTENT DEVELOPMENT There are four basic categories of the branding content and purpose:

INFORMATION

EDUCATION

IDENTITY

CULTURE

Branded content intended to convey or communicate relevent information to the audience including updates and status.

Branded content intended to educate the audience on a topic that is unfamiliar to them.

Branded content intended to define or highlight the identity of particular groups, brands, organizations, or businesses.

Branded content that is intended to directly convey the culture of the organization.

SAMPLE PROCESS | ESPNW

BRANDING ELEMENT

INFORMATION

TECHNOLOGY WALL

EDUCATION

IDENTITY

CULTURE

X X

FOOSBALL TABLE MOMENTS WALL

X

TITLE IX IMPACT WALL

X

LOGO WALL + MOSAIC

X

Each branding project should have a balance of branded content categories to create visual interest and promote a wholistic brand experience that honors the brand positioning.

ESPNW Vision Session Deliverables 40 | CAMPUS BRANDING STRATEGY | ESPN


4

PROCESS: LIFECYCLE

Different themes and messaging have different lifecycles of relevancy. The following reflects our recommendation for the lifecycle of brand plan. The areas should be monitored and managed, including budget and planning, for refresh and renovation based on the recommended lifecycle relevency.

LONG TERM

SHORT TERM

PROMOTIONAL

5 - 10 Years

1 - 4 Years

Monthly, Quarterly

History, Celebration of Sports

Internal Messaging

or Event Specific

Updateable in Pockets

Updated Annually

Programs, Events, Exclusives

LIFECYCLE

CAMPUS COMMONS

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42 | CAMPUS BRANDING STRATEGY | ESPN


PLAN DELIVERABLES

GUIDING PRINCIPLES OF 3D BRANDING DESIGN

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O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

GUIDING PRINCIPLES OF 3D BRANDING DESIGN OBJECTIVE

RESEARCH

45 | CAMPUS BRANDING STRATEGY | ESPN

Create a set of guiding principles for the design that will insure an appropriate level of consistency for the look and feel of the campus branding so that the experience is unified. The guidelines promote aspects of consistency while allowing for unique, creative, solutions.

Research included the collection of brand standards and guildelines already in place for print and digital media. We have also included previous building finish standards that have emerged in more recent facilities projects.


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

GUIDING PRINCIPLES OF 3D BRANDING DESIGN 1

TYPOGRAPHY

Typography should include ESPN exclusive Playoff font. Left justified type is preferred with proper kerning. Protect Your Home Court / ESPN PLAYOFF PRO SANS

PLAYOFF PRO SERIF

PLAYOFF PRO COND

2

COLOR PA L E T T E

AaBbCcDdXxYyZz AaBbCcDdXxYyZz AaBbCcDdXxYyZz

The palette should be retrained. Neutrals, predominantly gray scales, white and black, should be used to compliment either black and white or color imagery. Use of ESPN red should be utilized as a unifier, although limited and deliberate, through installations including wall color, logo identity, and signage/wayfinding applications. Protect Your Home Court / ESPN Brand Identity Council / 2011.

ESPN Red Pantone 032 C C:0 M:90 Y:86 K:0 R:239 G:65 B:53 HEX: #CC0000 ESPN Black Pantone Process Black C C:0 M:0 Y:0 K:100 R:35 G:31 B:31 ESPN White C:0 M:0 Y:0 K:0 R:225 G:225 B:225 ESPN Gray Pantone 430 C C:5 M:0 Y:0 K:61 R:126 G:128 B:131 ESPN Silver Pantone 877 C C: 36.13 M:28.09 Y:27.32 K:0 R:167 G:169 B:172

46 | CAMPUS BRANDING STRATEGY | ESPN


3

HIERARCHY

There should be appropriate hieracrchy to the type size based on the level of information presented. Each installation should have a distinct hierarchy of type from the headline to the body text. There should not be more than three levels of hierarchy to type size and no more than three standard sizes of imagery per installation.

AaBbCcDdXxYyZz AaBbCcDdXxYyZz AaBbCcDdXxYyZz

4

DYNAMIC V S . S TAT I C

5

USE OF TV MONITORS

Each installation should consider and have identified elements that are dynamic and those that will remain static based on the lifecycle of the content included. Lifecycle Hierarchy pg. 30

Use of monitors is encouraged for digital media and dynamic installations. Where possible, single monitors when in use (and not ganged together) should be encased with a clean and modern solution and should be supported by static graphics on the wall as opposed to a singular monitor installed in the middle of a wall.

47 | CAMPUS BRANDING STRATEGY | ESPN


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

GUIDING PRINCIPLES OF 3D BRANDING DESIGN 6

C E L E B R AT I O N O F S P O RT S

7

USE OF I M A G E RY

Celebration of sports within the campus branding needs to be smart, sophisticated, and on brand (with authority and personality) and celebrated as “the world’s biggest sports fan” would do so. Balance of all sports should be considered within and across campus installations so that significant categories are not absent. Sports education of unique or lesser known sports should be considered within the Branding Committee Content Development prioritization process.

Sports imagery should celebrate the human connection to sports and should inspire an emotional response to the image. In instances when imagery does not have appropriate resolution for large scale graphics, the imagery should be treated to enable a more deliberate pixelation of the image or the image should not be used. ESPN Images and exclusive imagery from the magazine are preferred to promote the uniqueness of the brand. GUIDELINES FOR IMAGE LICENSING: INTERNAL USE BY COMPANY OR ORGANIZATION INTERNAL USE: WALL DECOR OR DISPLAY EXPECTED DURATION OF USE

8

IMAGERY LICENSING

8

SPORTS MEMORABILIA

Approvals for use are made by ESPNimages (WHO). Requesting party must provide the intent of use, including internal vs. external, application (wall or display) and the expected duration of use. The parameters provided will determine licensing fees. All images must be approved by owner for use prior to production.

Sports memorabilia used on campus should be one of kind and presented in a unique, artistic manner. Preferably the sports memorabilia should have some tie to a specific ESPN event including celebrity moments on campus or ESPN telecast.

48 | CAMPUS BRANDING STRATEGY | ESPN


Areas of campus that are dedicated to employee break areas should include treatments that are simply beautiful (vs explicit sports content) in order to create an oasis, or true break from, the world of sports.

9

BEAUTY FOR BEAUTY SAKE

10

USE OF MISSION STATEMENT

Use of the mission statement should be precise (exact phrasing to be determined) To Serve Sports Fans. Anytime. Anywhere. or the more active version Serving Sports Fans. Anytime, Anywhere. The mission statement should only be represented in the Playoff type treatment and displayed without quotes.

11

USE OF QUOTES

Sports quotes should be selected based on the relevency of the sport and author to the intended message communicated. Quotes should be presented in a tone on tone application to provide a level of subtlty and the author of the quote should be sited.

12

USE OF INTERACTIVE TECHNOLOGY

Interactive technology is a great way to engage the audience, as well as, create a dynamic and changing campus experience. Investments in interactive technology installations should only incorporate unique experiences that can’t be replicated on handheld, mobile or other devices readily available to the public.

49 | CAMPUS BRANDING STRATEGY | ESPN


50 | CAMPUS BRANDING STRATEGY | ESPN


PLAN DELIVERABLES

WAY F I N D I N G + SIGNAGE SOLUTIONS

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52 | CAMPUS BRANDING STRATEGY | ESPN


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

WAYFINDING + SIGNAGE SOLUTIONS OBJECTIVE

RESEARCH

D O C U M E N TAT I O N

Define a unified wayfinding and signage program that functionally improves the ability of visitors to move throughout campus. Leverage the designed solution to assist in the unification of look and feel across the disparate building architecture. Create levels of graphic treatment that tie to the hierarchy of spaces (building signage, building directories, room signage, pathways/connectors, etc.) to benefit visitors and employees in wayfinding, as well as, communicate the areas of expertise within the organization.

Research included the collection of brand standards and guidelines already in place for print and digital media.

In addition to the internal photo documentation of the visitor and employee experience, we conducted photo documentation of the external wayfinding/driving experience at ESPN commencing on route 229 which will be the new primary entry point to campus. We also documented the path from the North Gate off of Ronzo. Documentation: See attachment --

C L A S S I F I CAT I O N S

53 | CAMPUS BRANDING STRATEGY | ESPN

LARGE MONUMENT CAMPUS SIGNAGE BUILDING SIGNAGE DIRECTIONAL SIGNAGE ROOM SIGNAGE PROMOTIONAL/PROGRAMMATIC BANNERS


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

WAYFINDING + SIGNAGE SOLUTIONS 1

SIGNAGE PROGRAM

We are recommending an entire program (including room signage, directional signage, building signage and monument signage) that has a consistent look and feel and is deliberately primarily designed in ESPN red so that guests can always be on the lookout for the red color for information. The consistent design will greatly impact the unification of the experience of the campus as a coordinated and wholistic entity by tying it together visually.

LARGE SCALE MONUMENT

The campus would greatly benefit from large scale monument campus signage at the Ronzo and route 229 corner. In addition the consideration of large scale building signage on the approach to the new South Gate on the facade of DC1 would be very helpful for wayfinding for guests and visitors.

SATELLITE RELOCATION

The campus would greatly benefit from large scale monument campus signage at the Ronzo and route 229 corner. In addition the consideration of large scale building signage on the approach to the new South Gate on the facade of DC1 would be very helpful for wayfinding for guests and visitors.

54 | CAMPUS BRANDING STRATEGY | ESPN


EXTERIOR BUILDING AND DIRECTIONAL

The campus would greatly benefit from large scale monument campus signage at the Ronzo and route 229 corner. In addition the consideration of large scale building signage on the approach to the new South Gate on the facade of DC1 would be very helpful for wayfinding for guests and visitors.

55 | CAMPUS BRANDING STRATEGY | ESPN


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

WAYFINDING + SIGNAGE SOLUTIONS The campus would greatly benefit from large scale monument campus signage at the Ronzo and route 229 corner. In addition the consideration of large scale building signage on the approach to the new South Gate on the facade of DC1 would be very helpful for wayfinding for guests and visitors.

INTERIOR FLOOR AND ROOM

INTERIOR FLOOR

INTERIOR ROOM flo

56 | CAMPUS BRANDING STRATEGY | ESPN

or

floo

r


EXTERIOR BANNER

We recommend a specific program of promotional banners to be leveraged within the campus commons on the existing light poles in a sleek and modern application, continued use of the windowed walkways for promotional wraps (Building 4>3 and DC2>DC1) and existing campus flagpoles. These promotional options should highlight current and exclusive events and unique visitors.

57 | CAMPUS BRANDING STRATEGY | ESPN


AT TA C H M E N T

CAMPUS TOURS

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59 | CAMPUS BRANDING STRATEGY | ESPN


THE CARWASH STOP

IMAGE

L O C AT I O N

TOUR GUIDE

1

LOBBY / BUILDING 4

Tour guide touches base with the athlete on the agenda for the day.

2

S TA I R S T O 3 R D F L O O R / BUILDING 4

Passed by; no comments

3

ESPNW / BUILDING 4

Walk past the news room toward the 3rd Floor Walkway

4

WA L K WAY / B U I L D I N G 4 T O 3

Tour guide pauses for the first time to orient the athlete to the size and breadth of the campus. This is the first stop. Tour guide points out the edge of campus, the football field (“athletes get a kick out of”), the Wellness Center and Building 0 ESPN The Magazine. Mentioned athletes “are impressed by the size of the campus”.

5

OPEN OFFICE / BUILDING 3

Tour mentions that this area of building 3 is ESPN International.

6

FOOTBALL HELMET HALL / BUILDING 3 TO 2

Tour guide touches base with the athlete on the agenda for the day.

7

BANNER HALL / BUILDING 2

60 | CAMPUS BRANDING STRATEGY | ESPN

Tour guide touches base with the athlete on the agenda for the day


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

R E C O M M E N D AT I O N S

The lobby doesn’t provide a leading edge first impressions. Improve the look and feel of the lobby and the message/content

Offer the athlete something to drink, place to store coat or luggage. Perhaps this should be done in the newsroom location/designated home base for the athletes personal affects including a place to make phone calls or conduct phone interviews while on campus . A welcoming room... story of the car wash? Green Room to be more of a holding room just prior to ‘on air’.

The stairwells which by most standards are not a strong part of most company’s campus experience happen to be big parts of the ESPN experience since most buildings have only a few floors.

Special attention to specific stairwells would enhance the experience with deliberate messaging and appropriately scaled graphics. This would also be ideal for better wayfinding and directional signage to orient the visitor to the building location and the functions that are located there.

There is no mention of the espnW brand.

Since this is a primary installation on campus it may warrant a mention of the brand and ESPNs commitment to women as fans and athletes.

Size and scale of the ESPN campus is a focus of the story. The walkway is the best place on campus to orient the visitor to the buildings.

With size and scale being a dominant theme, consider specific talking points or statistics. It is important to understand and connect this with why it is so compelling…does it support the WWL in sports (biggest and best?), does it tell a cultural story (large workforce, diverse talent?) Visitors should be provided a map as a sort of take-a-way with talking points that make the appropriate connection.

She mentions that is all she says in this area and is not familiar with the what the message should be.

The International story is not clear at all and the space doesn’t look international. Most of the time is appears nearly empty. If it is truly the International area, it should be reflected in the space in some manner, the story should be distinct (even just a sentence or two) and if it is in fact not the connected to International in a meaningful way then don’t even mention it.

Guide mentions that they used to make up reasons why the specific footballs had been previously selected for display in the area. Guide is glad that they have been removed.

Graphic elements require explanation or intent otherwise guides feel pressured to make things up. This is a primary area for communication and should definitely be planned for branding as a valuable part of the tour. Athletes ask questions.

Guide mentions the banners are used for charitable work and celebrity talent signs them.

Very positive corporate giving story. The banners are used effectively to get signatures of talent moving through the hallways so the location is appropriate. Some supporting text/graphics to explain the commitment to corporate giving is needed and better attachment hardware to i mprove the look.

61 | CAMPUS BRANDING STRATEGY | ESPN


THE CARWASH STOP

IMAGE

8

CONTINUED

L O C AT I O N

S TA I R S T O R A D I O / BUILDING 2

1

RADIO SHOW PREP GREEN ROOM / BUILDING 2

2

THE HERD / BUILDING 2

1

OLD RADIO / BUILDING 2

2

VIEW OF STUDIO A / BUILDING 2

3

DOWN TO STUDIO A / BUILDING 2

4

DOWN HALL / BUILDING 2 TO 1

62 | CAMPUS BRANDING STRATEGY | ESPN

TOUR GUIDE

Tour guide touches base with the athlete on the agenda for the day


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

R E C O M M E N D AT I O N S

Guide may go toward Radio if the agenda calls for radio at that time, however, they will likely make this trip a few times during the day to hit specific shows throughout the day.

Again stairwells are a prominent part of the overall campus experience. Signage and and interesting graphic elements pertaining to the shows or work being done would assist in the wayfinding, add visual interest, and enhance the experience. (channels of distribution, size/scale, celebrity)

Small signage 2F; Doesn’t call out what the room is used for.

Improve any and all green room experiences. Deliberate signage to assist in wayfinding and call out the function of the space. Improvement in furniture and overall atmosphere.

Currently there is little to no signage recognizing the programs aired in the various upcoming locations on the tour.

Programatic logos and graphic packages should be celebrated assets. Helps provide insight to the breadth of content, programming and distribution channels. Recognition assists with employee morale and pride.

The window overlooking Studio A is a stopping point; It is functional to see if a program is on air and it is also the first glimpse of an ESPN studio.

This is an exciting stop as it is the first glimpse. It is difficult to see and would benefit from program recognition or vinyl on the window. If the window could be made larger it would be more impactful.

Stairwell graphics and signage

The hallway changes (in scale/narrowness and interior finishes) is a trip through a time machine. The entire route would benefit from consistency in finish. If it would be possible to even consider widening the hallway the experience for employees and visitors would be greatly enhanced.

63 | CAMPUS BRANDING STRATEGY | ESPN


THE CARWASH STOP

IMAGE

CONTINUED

L O C AT I O N

TOUR GUIDE

5

XGAMES CAFE

6

X GAMES HALL / BUILDING 1 TO DC1

7

BASKETBALL COURT / BUILDING 1 TO DC1

Guide points out the basketball court which the athletes “think is cool”

8

HAIR + MAKEUP / DC1

Guide suggests that this hallway show celebrity moments or shots of those that have visited before.

GREEN ROOM / DC1

Guide states that the green room is filled at times with many people (entourage) and that celebrities may be there for longer periods of time. Guide wishes that the room was branded ESPN (not old, dated sponsors) and that the room was more functional.

10

STUDIO EXTRA AND SCREENING / DC1

Guide stops at window and describes the function of the space (screening/highlights).

11

HALL / DC1

9

64 | CAMPUS BRANDING STRATEGY | ESPN

/ BUILDING 1


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

R E C O M M E N D AT I O N S

This is the second primary stopping point as the guide offers a beverage to the athlete because cups are only available in this spot unless they stop at sbux prior. Due to the stop the guide points out the xGames medals which are of interest to the athletes. Half of the time, athletes accept the offer of a beverage at this stop.

The space across from the xGames medal wall is not particularly fresh or up to date. A refresh of this area would be beneficial. If this is the spot that drinks are offered, up the quality of the cups and drinks offered. The is an incredible amount of real estate dedicated to xGames between this area and the hallway adjacent. Other themes, messaging or sports could be leveraged to cover a broader view of ESPN. The experience of the athlete exposes them to a celebration of xGames and football (soon to be soccer). A more balanced approach to specific sports showcased on the car wash or treated as espnW with an area dedicated to many sports.

Long Hallway dedicated to xGames; Graphics are appropriate and dynamic.

This installation is due for a refresh of some of the graphic elements to make it more current.

Currently there is little to no signage recognizing the programs aired in the various upcoming locations on the tour.

With the changes to the cafĂŠ should consider what the view will be out of the walkway window. Athletes seem to enjoy the view of sports in action/ real fields on campus. This is supportive of the culture relative to company sponsored sporting competition and clubs. Win/win for the employee and vistor experience. Not a break from sports, but a part of the culture and team building atmosphere.

The hallway finishes and treatments have a healthcare feel to them. There is very little signage letting you know the importance of DC1.

The suggestion to add memorable celebrity moments is a valid suggestion. It enhances journalistic credibility and makes the athlete feel a part of an elite fraternity of those who have passed before. There are unique stories and moments on campus combining athletes that wouldn’t ordinarily be together (huge photo opps), and many firsts....all uniquely specific to ESPN. Duplicates of photos can also be auctioned and support Jimmy V or other corporate efforts.

The room was messy and cluttered. The furnishings are dated and dark.

The room should be updated and refreshed. It should be designed to make the guests (determine average number of guests) comfortable and productive. Technology is separate from the lounge areas and more multipurpose applications considered vs monitors on tables in the back. The room is also used for on air shots at times so consideration for how the room can re-oriented for that would be beneficial. With new DC2 building, how often will this be used? What are the plans for the new greenroom?

The window looking in to the screening room is large and impressive. There are small old photos of celebrity talent. This is the best experience so far of a part of the production process (most visible) in terms of visual access to the room, as well as, viewing of team structure (edit suites, center area, screening teams, etc.

Due to the architecture of the space and more comfortable hallway width, this is a prominent area to orient visitors to process. Larger scaled graphics/photos of celebrity talent and celebrity moments would be very appropriate.

65 | CAMPUS BRANDING STRATEGY | ESPN


THE CARWASH STOP

IMAGE

CONTINUED

L O C AT I O N

TOUR GUIDE

12

SPORTS CENTER, STUDIO E, MIKE & MIKE, NFL LIVE, F I R S T TA K E / DC1

Guide mentions that this area is visited 5 - 6 times per car wash based on the programming scheduled. The athlete goes from the green room back and forth to this area throughout the day.

13

PROP CAGE / DC1

Guide mentions that these are storage areas used for props to be filmed on air. Athletes “get a kick out of it”.

14

BACK TO CAFE / DC1 TO CAFE

15

F R O N T H A L L / P R I VA T E / BUILDING 2

16

STUDIO D - OTL / BUILDING 2

17

S T A I R S T O WA L K WAY / BUILDING 2 TO 3

18

TO BUILDING 4 / BUILDING 3 TO 4

66 | CAMPUS BRANDING STRATEGY | ESPN

Guide mentions that at times she will take a different route back to the café so that the visitor gets a different experience. It is also more private so a sensitive, more private visitor may be taken this way.


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

The exterior of the two primary studios is void of any signage and graphic support. The area is cluttered, multiple trash cans are prominent by the entrances to the two studios. It feels very ‘backstage’ almost like a theatre.

R E C O M M E N D AT I O N S

Without losing the character and feel of ‘backstage’ this area could be improved with color, signage, stain on the concrete. If trash cans are necessary in this area, the containers could be improved. With the opening of DC2 what programs will remain and how often with the athletes frequent these studios?

It should be determined if this is a necessary area for prop storage. It appears organized. Could there be opportunities to showcase more props as a part of the production process? Or should they be considered for removal. The feeling is of being in a storage area or gargage.

This is a much more comfortable hallway due to the width and natural light than the previous route, however, is to void of any communication. It appears as a non descript corporate office building. It is also not traveled nearly as much as the other so it is very quiet and more private.

Signage and wayfinding again would greatly enhance this space. The hallway width doesn’t lend very well to graphics along the wall, but some sort of wall treatment to make it more visually intersting is recommended.

Void of wayfinding signage; introduction of different building finishes and color.

Consistency of interior finishes would lend to continuity of the tour. Signage and wayfinding to designate the studio and its programming that is updateable would be very beneficial. What will be in this studio after DC2 opens?

Void of wayfinding signage; introduction of different building finishes and color

Wayfining and signage and visual interest for stairwells and consistent interior finishes.

67 | CAMPUS BRANDING STRATEGY | ESPN


THE CARWASH STOP

IMAGE

CONTINUED

L O C AT I O N

19

NEWSROOM

20

INTERVIEW CLOSET

21

22

68 | CAMPUS BRANDING STRATEGY | ESPN

/ BUILDING 4

/ BUILDING 4

TOUR GUIDE

Newsroom mentioned as guide takes the athlete to their office area. Guild describes that each pod comprises a different show with a coordinating producer and anchor and additional writers/researchers for all breaking news.

Guide mentions that these are storage areas used for props to be filmed on air. Athletes “get a kick out of it”.

STUDIO N NUMBERS NEVER LIE / BUILDING 4

S E N I O R TA L E N T S PA C E / BUILDING 4

Senior Talent area serves as office area for additional phone interviews or to retrieve some of the personal belongings. For highest profile clients they are often staged here for increased privacy vs. café and they eat in the ‘bosses office’.


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

The newsroom is the start of the broadcast process.

R E C O M M E N D AT I O N S

Without losing the character and feel of ‘backstage’ this area could be improved with color, signage, stain on the concrete. If trash cans are necessary in this area, the containers could be improved. With the opening of DC2 what programs will remain and how often with the athletes frequent these studios?

It should be determined if this is a necessary area for prop storage. It appears organized. Could there be opportunities to showcase more props as a part of the production process? Or should they be considered for removal. The feeling is of being in a storage area or garage.

Not a client friendly area for VIP guests. Lacks amenities for storage, dining, and private conversation.

69 | CAMPUS BRANDING STRATEGY | ESPN

Designate area for VIP guests as supported by talent producers including place to eat, store items, and conduct phone interviews. Privacy is required and a level of finish warranted by VIP guests.


FRIENDS AND FAMILY STOP

IMAGE

1

L O C AT I O N

LOBBY / BUILDING 4

2

RED HALL WITH PHOTOS / BUILDING 4

3

S TA I R S T O 3 R D F L O O R / BUILDING 4

TOUR GUIDE

Tour guide introduced himself by sharing his background, the volunteer nature of his involvement and how he LOVES to give tours of ESPN. He also gave picture taking rules/instructions and discussed the logistics and timing of the tour.

First stop. Guide mentioned the photographer (Rich Chipman?) and mentioned the intent was to ‘tell a story’ of the athlete pictured. He mentioned that grand prize winners of charitable events have received prints of these photos. (Truth?); guide gave brief history of ESPN: Rasmussen’s vision of an all sports channel originally intended to showcase CT sports (Whalers, UConn, etc.). He purchased a 1/2 acre piece of land and put Connecticut on the map with 1 studio and cable. Today the campus is 110 acres and 17 buildings. He mentioned 9/7/79 as the first SportsCenter telecast lasting 20 minutes. Today it is an hour and the same talent can earn 1.5M, reach 100M homes, telecast in 20 countries, 37 networks, and ESPN has 5K employees. He mentions the launch of ESPN2 in 1990. He also points out the World Cup Conference Room with the jersies on the chairs and states that the room becomes a war room to communicate internationally during the games.

NEWSROOM / BUILDING 4

Only place where cameras are not permitted. Newsroom is 9K sq. ft, where teams, organized by program, gather, write and research content. Pre-prod meetings include guests, hot topics, graphics, music, production, etc. All people working on the programs have to seamlessly come together (sportcenter requiring 127 people for one, one hour show). Reviews the monitor for viewing the network segments or “run down” for the show. He points out how each function/person has a column with their respective area. Discusses how there is an online libarary with 30+ years of content and 2M tapes to pull from.

ESPNW / BUILDING 4

The guide moves through the W space mentioning that it is new and he is not familiar with it. He called it a title IX wall and mentions specifically only the foosball table, but is unaware of its significance. He mentions that part of the ESPN culture is foosball and ping pong tourneys.

6

WA L K WAY T O 3 / BUILDING 4 TO 3

From the walkway, the guide points out Building 0 ESPN The Magazine. He mentions the Fitness Center and discusses the programs like P90x, bootcamp. He also points out the entrance to campus and the café. He mentions it is open 22 hours a day and is ‘decent’...says he “loves to sit outside”. He mentions how the field is used for segments, company events, bands, ESPN Radio day, barbeques, multicultural fair and other team building activities.

7

F O R M E R LY H E L M E T H A L L / BUILDING 3

Guide mentions not much to see here and that it is international.

4

5

70 | CAMPUS BRANDING STRATEGY | ESPN


O B J E C T I V E / R E S E A R C H / D O C U M E N TAT I O N / R E C O M M E N D AT I O N S

O B S E R VA T I O N S

R E C O M M E N D AT I O N S

He was very welcoming and charismatic; A great brand ambassedor. He explained appropriate expectations for the visit. The lobby design and any content within was not addressed or discussed.

Offer the athlete something to drink, place to store coat or luggage. Perhaps this should be done in the newsroom location/designated home base for the athletes personal affects including a place to make phone calls or conduct phone interviews while on campus . A welcoming room...story of the car wash? Green Room to be more of a holding room just prior to ‘on air’.

The intro for the tour was informative and lengthy. It would be better to provide the intro in a more comfortable place than the hallway with people going back and forth.

Special attention to specific stairwells would enhance the experience with deliberate messaging and appropriately scaled graphics. This would also be ideal for better wayfinding and directional signage to orient the visitor to the building location and the functions that are located there.

There is no mention of the espnW brand.

Since this is a primary installation on campus it may warrant a mention of the brand and ESPNs commitment to women as fans and athletes.

Size and scale of the ESPN campus is a focus of the story. The walkway is the best place on campus to orient the visitor to the buildings.

With size and scale being a dominant theme, consider specific talking points or statistics. It is important to understand and connect this with why it is so compelling‌does it support the WWL in sports (biggest and best?), does it tell a cultural story (large workforce, diverse talent?) Visitors should be provided a map as a sort of take-a-way with talking points that make the appropriate connection.

There is not enough of a mention of a key installation of graphics on the tour route.

The tour needs to have solid talking points on ESPN W, its mission and the significance of the space. He should make a few comments regarding title IX and the impact wall, as well as, giving visitors a chance to digest the text and images. The tour should also mention the social and web presence of the brand as exemplified in the technology wall in the space. This area requires more scripting, as others do as well.

Consistent with the Car Wash tour this connector is the place that people get oriented to the campus, its size. The guide did a very nice job of conveying the employee experience relative to the events and programs.

HR should contribute talking points and perhaps this is an area to showcase imagery from employee events or things to better convey culture.

This space is not planned well, it is not dynamic, and it is presented as ESPNs international business. The space is rarely inhabited and also conveys a lack of commitment to international when positioned that way.

If there is to be an international chapter to the brand story on tour, there needs a place to tell it. The trophy cases with a few sparse emmies need to be removed. There is opportunity to revisit this space from an interior and graphics perspective. Could the space be reclaimed for some other kind of experience? Could this become a more useful space for talent, concierge services for VIP?

71 | CAMPUS BRANDING STRATEGY | ESPN


FRIENDS AND FAMILY STOP

IMAGE

L O C AT I O N

CONTINUED

TOUR GUIDE

During the walk to connect to building 2, the guide talks about why ESPN is located in Bristol, he discusses mt southington and the desirable geographic location of ESPN for satellite transmissions without interference from state of NY. He mentions 39 dishes, 21 live in the ‘farm’ with 60,000 feeds world wide. He also mentions the childcare center at this time.

8

FORMER HELMET HALL / BUILDING 3 TO 2

9

D O W N S TA I R S / BUILDING 2

10

STUDIO D / BUILDING 2

He mentions it is now the home of OTL and Digital Media Video Pop Ups, Friday Night Fights. He points out the robotic cameras with touch screens and joy sticks to property frame talent.

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RADIO / BUILDING 2

Stops in the ESPN radio for look through suite window. Mentions 1992 launch, 20M listeners each week. Details on-air production including roles and responsibilities. He mentions that Mike and MIke is in Studio E (another location). He also mentions ESPN Deportes for the first time as a 24 hour station.

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MIKE & MIKE OFFICE / BUILDING 2

Guide points out Mike and Mike’s offices. He also references the original satellite established in 1979.

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WORLDCUP HALL / BUILDING 2 TO 1

The guide stops briefly at the intersection of the World Cup wall and the main hallway to Building 1. He points out, orients the visitors to the location of the café and mentions that ESPN has its own Starbucks.

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S TA I R S T O S T U D I O A / BUILDING 1

This is the stairway the guide takes vistors down to see the second ESPN studio.

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The guide took us downstairs to view the first news studio at ESPN.


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This space is a primary experience for both tours.

The space would benefit from a smart, thoughtful installation of imagery and updated interiors. Concepts to be provided.

This is another primary staircase. Notice the different between the aesthetics of this stairwell and the one in Building 4. They are not consistent in any way in terms of signage or interior finishes. This one doesn’t have any framed artwork.

A consistent approach to stairwell signage and interior finishes would be incredibly beneficial.

This is the first view/experience for visitor of a studio environment.

As the first ESPN news studio this space is historically signficant. It should be celebrated within the space. Studios would benefit from more signage as guests are very intersted in knowing what is telecast from these locations.

This part of the tour was very interesting. This space is one of the more branded areas in terms of function/identity on the tour and stands our as such.

It is important to get each content expert to provide their specific talking points. It is important that all aspects of ESPN Radio (or audio) are addressed appropriately.

The original satellite is nostaligic, a great visual and a large part of the history of ESPN.

It is recommended that the satellite be moved, an interesting base created for it, and relocated to an iconic location at the new South Entrance for visitors.

This is the only major perpendicular intersection on the tour path.

More effective signage and wayfinding would be very benefitcial at the this intersection.

As the ‘third’ stairwell experience, this again is different in terms of interior finishes, graphics, and signage.

It is recommended that a level of consistency be attained and very visual wayfinding to navigate the stairwells.

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FRIENDS AND FAMILY STOP

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STUDIO A / BUILDING 1

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U P S TA I R S A N D D O W N T O X GAMES CAFE / BUILDING 1

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X GAMES CAFE / BUILDING 1

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TOUR GUIDE

The tour offers quick facts regarding this Studio A. Mentions it is the second studio ESPN ever had. Mentions that SportsCenter had 30K shows in this studio and that it moved to DC1 when it went HD. As of 9/11 the studio is used 90% of the time for baseball. The guide demonstrates the jib and states that cameramen have to have 500 hours of training on the jib before they are allowed to

The next primary stop is the xgames medal wall. He points out that the medals show commitment to this sport and production that ESPN created. It is the largest remote operation.

X GAMES HALL / BUILDING 1 TO DC1

The guide continues to point out xGames theme. He also shows the bball court and references the indoor court at the childcare center as well and how the company uses them.

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BASKETBALL COURT / BUILDING 1 TO DC1

Mentions that the average age of employees competing in intramural sports is 34 and many were college athletes. ESPN hires referees to officiate. He also shares that there was a couple married in Studio E (Mike and Mike contest) and that the reception was held on the bball court.

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DC 1 / DC1

Mentions that DC1 opened in 2004. It is 120K sq. ft. and telecast in high def. The green room is pointed out, as well as hair and makeup

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STUDIO EXTRA / DC1

U P S TA I R S B Y G R E E N R O O M / DC1

The screening area is visited. Guide explains the screening process including the physical organization of employees (supervisors in the middle, 75 seats to the outside ring), PA’s, the role of logging game details with specific game assignments, picking out important plays, time codes. How these rough cuts are published to the server and seen by editors. He mentions it is server based ‘Quantel’ server based edit program and points out

Stairwell experience up to to second floor.


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Visitors are most curious to know what is filmed in the studios. Our guests got to sit at the desks and take a few pictures.

More program specific graphics and information outside of the studio would be very beneficial. Being able to go in to the studios is very exciting and to the extent that vistors can come in, it is recommended.

The narrow hallway is challenging for visitors walking down and as other ESPN employees are moving through this highly traveled space. There is a feeling of a ‘time warp’ as guests move through the different buildings. The color palette and level of finish change dramatically.

If there is any opportunity to widen the hall, that would be very beneficial. Consistency of interior finishes (flooring, paint, etc.) is highly recommended.

The break area is unorganized and uninviting as it stands today. The graphics materials are wearing and the imagery and text look dated.

This entire area would be a great area to open up and rethink. The extra space can be reclaimed to redesign the entire area making it a better experience. It would be helpful to interview talent and other employees regarding how their paths may shift after DC2 opens and how this space could be more effectively used. The medals are great... the graphics simply need to be updated and refreshed.

With the café expansion, this view outside will be changed. The amount of natural light will be affected.

The X Games graphics could use some updating. The video needs to be updated and the monitor display updated. Consideration for how the new construction will impact lighting and the overall experience of the space will need to be evaluated.

The Green Room furnishings are dated and disorganized. There are posters on the floor that are not in use any longer. The technology provided in the corner of the room doesn’t appear to be used (PCs).

Refresh of the DC1 greenroom recommended. It is doubtful that PC use is desired as guests are so much more mobile with their handheld devices and iPads. Removing the technology and reconfiguring this room is recommended.

This screening experience may shift to DC2 once opened. This is an information heavy stop on the tour and very interesting.

Need to determine what the visitor experience should be in DC1 and how it may be different. An evaluation of the functions that will uniquely happen in DC1 should be identified and then those celebrated so that there is a difference for visitors. How will the car wash be affected? Will the green room still exist?

Thers are similar issues with lack of consistency and wayfinding in this stairwell.

Signage and consistency in stairwell recommended.

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FRIENDS AND FAMILY STOP

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TOUR GUIDE

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SITTING AREA / DC1

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YELLOW HALL / DC1

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MEDIA TECHNOLOGIES / DC1

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VIEW INTO CONTROL ROOM / DC1

The guide raised the blinds for visibility in to the control room and turned on the audio so that the visitors could hear the director’s cues. The run down was discussed and tied back to the newsroom conversation.

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F U T U R E H A L LWAY T O D C 2 / DC1

Mentions that the average age of employees competing in intramural sports is 34 and many were college athletes. He menions that ESPN hirs referees to officiate. He also shares that there was a couple married in Studio E (Mike and Mike contest) and that the reception was held on the bball court.

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DOWN TO STUDIO LEVEL / DC1

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STUDIOS / DC1

The guide points out the SC studio. Access is not permitted.

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INSIDE STUDIO E / DC1

Studio E was open and the guide brought us through the studio.

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Guide points out several historical photos and asks the visitors to make mental notes of what they have seen so that they will notice the changes of the current control room. (digital/HD)

Mentioned the 301 terrabites and the feeds to other channels; the view of this room quite different that the photography viewed. Digital vs. 1” tape machine and 3/4” tapes.


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It is not clear how often these areas are used.

An evaluation of their use would be benficial to determine what works and what doesn’t and can especially inform decisions being made for DC2.

The engagement with vistiors to look at the photos and make note of them is positive. Opportunities to engage with the visitors and get participation from them is very positive.

If the photos will continue to be used they need to be scaled up for better visibility. Other opportunities to engage visitors and particpate need to be brainstormed. The more hands on the better.

With the cafĂŠ expansion, this view outside will be changed. The amount of natural light will be affected.

The xgames graphics could use some updating. The video needs to be updated and the monitor display updated. Consideration for how the new construction will impact lighting and the overall experience of the space will need to be evaluated.

Stairwell graphics, signage and interior finish consistency would be very beneficial.

Same stairwell recommendations.

More exciting and better program graphics in this area would greatly help the visitor to orient to the work produced in the studios.

The experience of the studios is the highlight of the tours.

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Being that this is the big reveal, the flow of the tours with DC2 opening will require planning and forethought.


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