tiny homes, big adventures
Thank You To The Tiny Home Community. Photos courtesy of Tiny House Build Driftwood Homes USA Tiny House Expedition
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Blue Bear Campground
Image courtesy of Tiny House Expedition
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Blue Bear Campground
Contents The purpose................. 8 Brand Process............16 Design research.........19 Visual exploration.....22 Zag............................. 37 Creative mix...............41 Vision.........................64 Conclusion................ 66
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Remember when.. The family vacation began?
The anticipation of no responsibilities?
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We are busy.
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The purpose Overview
Blue Bear Campground an eco-friendly tiny home campsite community customized for families. Blue Bear Campground provides sole modern tiny homes on 10 acres reserved for fishing, camping, swimming, and family friendly activities. Amenities are happily delivered to families of all forms that seek a getaway.
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What we do.
Little houses are changing the way one thinks of simple living. Blue Bear Campground built small tiny homes for a practical camping experience. Energy and resource efficient, the Blue Bear Campground prides itself as a unique campsite that civilization may meet wilderness. The goal is to connect and preserve habitats.
Connection Image courtesy of Tiny House Expedition
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WHY?
Investment for mankind. Blue Bear Campground an opportunity to experience the Tiny Home movement. The goal for Blue Bear is to inspire conservation and entertain families. Blue Bear Campground motivation educating the mind in addition to the inspiring family with nature to seek a better future.
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Mission statement
Nothing brings out the best in us like family. They are our bond, our pride, and our key to happiness. Big or small, family units matter. We are a company that inspires to connect families and we stand for stronger bonds. The goal is to influence the family positivity. We stand behind the connections that make family and nature strong. To influence the family is to impact life.
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Competitive analysis
Blue Bear Campground is the only sole modern tiny home community that focuses on connection. New marketing trends allow Blue Bear Campground guest to venture an innovative, energy saving, eco-friendly vacation. The simplified living is an attribute that reach target market guest by conservation.
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Blue Bear Campground
Mission: unknown Tagline: unknown
• Trademark franchise • Farming enterprise • Camp-Resorts • Pancake breakfast (fee) • Award winning brand • No beddings • Themed activities • A mascot • Family friendly theme • Active social media sites • 12month open
Colorado Springs KOA
Tiny Town Cabins
Jellystone Park™ Larkspur
Mission: unknown Tagline: unknown
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Wood-burning fireplaces Fully equipped kitchen Stocked trout pond Limited family activities Appearance for adults Modest accommodations 3 active social media sites
Mission: To create a memorable stay. Tagline: “Where do you want to go?”(Koa.com, 2016)
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No 2016 cabins (remodel) One tent, one car policy KOA Colorado amenities Free amenities Family (8) fully equipped cabins • Social media active
YMCA Mission: “Caring, Honesty, Respect, Responsibility and Faith.” Tagline For social responsibility.
• Social responsibility • Certified accommodations • Sleeps 2 to 12 (Family reunion cabins) • 35 + on site Activities • 3 locations • 2 to 3 night minimum • Franchise quality • Year round opening
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SW Ot Strengths
Weaknesses
Opportunities
Threats
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Lead a trend Franchise opportunity Energy/resource efficient Simplified living Innovative plan
Resembles a lean start up and the business model provides more for Blue Bear Campground’s guest.
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Competition New venture Seasonal establishment Permits and regulations
Franchised owned businesses. However, overcoming the large campground is to differ from competition with “Zag,” a one and only marketing campaign segmentation.
Build a brand Repeat business Minimal building cost Competitor “Zag”
Establish a relationship with guest. Consistent brand management. Economical, convenient, and price efficient from competition.
KOA association Maintain customers Maintain sales Brand constancy
Brand consistency is best with brand management to reach problem-solving issues and or keeping pace with changing trends.
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The Brand development Strategy

The strategy attracting the customer with a connection to family, and nature. Providing the public with a storyline is attempting to reach out to the customer by relating to customers. The vision is connection and the goal giving back to the humanity and bears habitat.
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Story
Blue Bear Campgrounds is a story about a family. The family is busy and appear to lose touch with each other. Mom and dad remember a time that they once had with their family to exciting getaways. At Blue Bear Campground, the family is connecting with each other and somehow feels content and peace. Mom and dad are content with the connection and nostalgia. They are aware that education and awareness to the goals of Blue Bear they are contributing to something greater than themselves. Here completes a full circle of sustainable habitat for future connection with family and nature.
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The action plan.
Providing a media packet that attracts and engages the target market. The packet provides visual advertisements that promote connection and reach the customer in relevant target market public spaces. The media packet supplied with a multimedia campaign that is responsible for public recognition. A media packet guides customers to the sanctuary of nature through design.
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Research outcomes
Target audience
Blue Bear Campground target audiences are adults 18-44 (Kampgrounds of America, 2016). The markets are individuals that are eco and nature-friendly. White and non-white Millennial are in agreement regarding the benefits of camping, including diversion from stress.
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Paul and Angie Armeada Monterey Bay, California.
Paul: Human Resources Manager Angie: Barista. Children: 6 combined. Paul and Angie Armeada are not a typical family unit. The Armeadas have children they try to gather all at once for the holidays. Normally, it is a hit and miss. Paul children are in the Army and Angie children are school aged. Paul is an Army veteran and he misses the great outdoors. Both go on a daily walk after dinner and talk about nature. Paul suggests for their anniversary a getaway that will allow teaching Angie the traditions of camping in a safe environment. He continues to suggest a new spot to attract all the children in one place to spend quality time together. 20
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The Thomas Family Denver, Colorado.
Dad: Hospitality Management Mom: Teachers Assistant (private school). Children: 3 The Thomas family are active fans of baseball and the Denver Broncos. Bass Pro Shops is the families favored wilderness store and the eldest of the children learning to fish. Dad hikes enjoy running and joined a running group. The Thomas children like to play modern country music. They all enjoy the trip to wilderness stores to find camping gear on sale. The family desires a family vacation. Mr. Thomas suggests horseback riding and fishing as a new family adventure. The entire Thomas family agrees and are excited they can take the family dog.
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Visual explorations
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Logo design
Sketch design lead to symbol and type uniquely designed for Blue Bear Campground. Original sketches began with a bear sitting in his side and merged to a happy walking bear. End logo results lead to a bear, tiny homes, and sitting between the brand’s name. A tagline is added as a description of the campsites tiny home availability.
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A survey of sketched logos provided feedback of potential logo choices. The random audience chose logo number one for the bear was a symbol that can be recognized as brand recognition. The text was equally inviting to the audience and recognized as friendly.
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Final logo with two blue colors creates a welcoming atmosphere of honesty and stability. The final logo attracts guest with authenticity.
Round Shape Bear: Safety and connection (Bradley, 2010) Smile: Friendly Happy, Welcoming Cozy tiny homes.
Blue Stability Peace Honesty Type & font “A blend of technical straightforwardness and simple warmth which make it uniformly proper for web, print, commerce and art” (Fontfabric 2014). By Dharma Type “It looks nice!” Raydin B.5 years Colorado Springs, CO
“It looks cozy and friendly” Paul B. Front Desk Manager LA Quinta Inn Denver, CO
Tagline: Tiny Homes Campground slogan.
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The brand essence.
The brand essence desires set standards throughout the brand for consistency.
Voice and tone: proactive, family, friendly, with an authentic connection to communicate welcoming atmosphere. Note: Social media appearance is to educate and entertain.
Visuals: Families, hikers, fishers, dogs and nature enthusiasts. No stock images. Sample images may arrive from social media. Guest may add images for an authentic appearance.
Copywriting: Authentic friendly connection with joyful tone. May display advertising with guest able to read a smile in the voice and tone.
Sound and Motion: friendly Country Western music to welcome nature enthusiast. Happy upbeat tones with a display of contentment and joyfulness.
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Fonts
Bebas Kai Regular and Helvetica are Typefaces that create a modern and appealing appearance. Both Bebas and Helvetica fonts are chosen for easy read and recognition. Bebas font chosen for the logo as a bold readable element and one may read from afar. Helvetica body desired for simplicity of reading.
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LOGO
Bebas Kai Regular PRIMARY HEADER SUB-HEADER
Helvetica Neue Bold LOGO SUBHEAD BODY COPY
Helvetica Neue Regular
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Color palette
Blue Bear Campground signature colors influence moods of stability, adventure, fun, and safety. The signature Blue Bear Campground colors are complementary colors. Blues: stability, peace, and honesty. Blue chosen for blue represents the mountain black bear fur that appears blue in the sun. Additionally, Blue dedication for Blue Bear, “I See What You Mean” Lawrence Argent the giant blue bear sculpture peeking into the center’s lobby Colorado Convention Center. Colorado is Blue Bear Campground origin. Oranges: Adventure, safety, and fun. Orange a color used for safety in the wilderness. Orange benefits employees and guest for they are easily noticed and may represent the fun character of Blue Bear.
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R:208 G:78 B:43 C=0 M=86 Y=99 K=0
ADVENTURE 32
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R:189 G:38 B:45 C=7 M=99 Y=96 K=1
R:50 G:66 B:139 C=100 M=90 Y=10 K=0
R:44 G:47 B:62 C=83 M=75 Y=50 K=54
R:73 G:107 B:142 C=85 M=53 Y=26 K=5
R:176 G:219 B:243 C=35 M=0 Y=1 K=0
HONESTY
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Textures & shapes influences
Textures, colors, and shapes inspired from one of the themed tiny homes. Indigo Tiny House modern rustic appearance match Blue Bear voice and tone. Rectangles, squares, and circles match inside and out. To reference Blue Bear atmosphere is adopting the Indigo Tiny Home design interior and exterior.
Image courtesy of Tiny House Expedition
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Indigo Tiny House exterior
Indigo Tiny House interior
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Zag
Blue Bear is the only family and eco-friendly lone tiny home campsite. The 1st family and eco-friendly tiny home campsite. Research provides a lack of lone tiny homes on a recreational campsite. Similar Tiny home recreation is luxury miniature resorts or RV tiny home parks. An opportunity to create a 16 tiny home community campground targeted to families is opportune to match a recreation campground. Tiny home cabins will provide a new twist to modern family campgrounds and gain momentum as a family oriented community year round vacation location.
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“When customers hear your brand’s name, they should know what you sell and what values you represent” (Geffen, 2016).
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Creative development Media packet
The media mix includes a media packet with billboards, a mobile car advertisement, magazine ad, web banner, event banner, guerilla campaign, and mixed assets of merchandise. The media packet includes all needs for Blue Bear Campground brand appearance.
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Billboards
Catching attention, each billboard contains highlights that attract the target market. Billboards are a choice for the media packet for billboards are placed in public to gain attention. Highlights: 3D cut out of a movable fish tail, a wall socket plug, and the actual size of a tiny home. The cohesive message implements the brand’s voice tone of nature and camping.
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Event Banners
The event banner created with the audience’s habits in mind. The audience may attend the local fair or rodeo. The purpose of the simplicity of the banner is to gain attention to the campgrounds webpage address. The tagline adds as to insight to the tiny home campsite.
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Magazine Ad
The magazine advertisement adds to an interactive ability to gain the customers attention. Sports and wilderness magazines benefit from the Blue Bear advertising for potential customers seek magazines as entertainment or education. An interactive ad is included in the media packet for the pull tab showcases the inside of an advertisement and engages the audience.
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Mobile app
The mobile app is accessible and available on a smart-phone. The app provides animal habitat education and features to assist the customer with maps, compass, location information, and current Blue Bear Campground news. The app adds to the benefits to the media packet for customers may desire accessible information available from their phone and may keep them in touch with Blue Bear.
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Website
Blue Bear campground benefits from a webpage available to the customer. Modern technology is information at the target market fingertips. Created for the media packet web pages answer questions for the potential customer.
“The percentage of online adults who use social networking sites has risen. As of January 2014, 74% of all online adults use social networking sites� -Pew Research Center
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Social Media
Brands benefit from social media advertising with the ability to gain revenue. The concept reaching the target audience for social media marketing packet. How this benefits the company is the available interaction socially through web applications. Part of the media package is the appearance to the target customer and potential new customers. According to Guerrero (2014), “Nearly 2.1 people (just over two thirds of active Internet users) have social media accounts� (para 1). A large majority of nature, tiny home, and eco enthusiast are social media advocates.
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Web banner
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Guerrilla campaign
To gain attention for the grand opening, a guerrilla campaign best fits for an introduction to the public. Personal interaction with the customer builds bonds between guest and brand. Reaching the target audience a pop up tiny home will appear but not limited to fairs, sports stores, natural food stores, and wilderness stores. The display invites the guest for a sneak to peek at a mini vacation presenting slide shows of nature, adventure, and amenities. Representatives may travel and set up a stand with information. Unique promotional: key chain one eye binocular as a takeaway for a reminder of the brand.
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Business Cards
Business cards designed as nature appearance matching the advertising billboards and banners. Cards are handed out at events and at the campsite for reference as a direction.
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Car
Chosen for the media package, a car is a mobile advertisement. The car provides eye-level viewing to reach broader audiences.
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Radio Ad
Reaching the target audience is best fit with radio advertising than traditional television. Two radio spots are developed. The concept to reach the customer is by connection with a narrative. The relevance of the radio campaign is to meet the target audience on radio broadcasting of Country and easy listening stations. According to Ingram (2015), “Smartphones are winning and traditional television is losing� (para 1).
Tent 1A: https://youtu.be/_seayOvSfSE Family Car 1B: https://youtu.be/aa4QPWVgfxQ
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Merchandise
Merchandise designed for travel and as a movable advertisement. Backpacks, hats, water bottles, coffee mugs, employee shirts, and tee shirts are designed with the logo for recognition of the Blue Bear brand.
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Coffee mug
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Employee polo
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Adult T-shirt
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Child T-shirt
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Vision for the future
To expand Blue Bear Campground to a credible franchise. The company originates from a Colorado location and desires to move forward to many US state campgrounds. The goal is a franchise campsite that is well cared for and desired organized policies for safe camping.
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Blue Bear Campground
Image courtesy of Tiny House Expedition
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Conclusion “We provide a tiny home community so people can connect to each other and to nature; both form a well-balanced union.� -Paul Armeada Founder
Blue Bear Campground an eco-friendly tiny home campsite located in Denver, Colorado. The idea originated with connecting family and conserving nature. Families gain a chance to camp in a safe environment and to contribute to a cause. Blue Bear Campground is a modern twist merging the fun of camping with tiny homes. Blue Bear Campground opportunity to hold a legacy of family traditions. The atmosphere is part of the purpose that brings back families and to enjoyed for years to come. Taking action now begins an impact on families with a brand that stands for a cause and is authentic. Overcoming busy and returning to nature allows Blue Bear Campground to succeed in values, goals and
Connection
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Blue Bear Campground
Image courtesy of Tiny House Expedition
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“Fun activities help build unity within your family, and you can set aside time with your children. In developing a strong bond you would foster an honest relationship among family members” -Handron “They want a brand that stands for something; a brand that speaks for what their customer stands for, through its products and services” -Suiteness
Angelica Aguilar-Burchett Media Designer aaaburchett@gmail.com aguilarburchett@gmail.com