Bartram’s Garden September 6th 2013
We aren’t just another agency.
We are can-doers, who believe every problem has a solution. We are innovators, where big ideas aren't huge enough. We give our all, all the time and live for the wow factor.
Our Trusted Partner A boutique branding agency based in Old City Philadelphia,
A Philadelphia-based Public Relations and Content Marketing
At Media was born out of the desire to inspire consumers
Agency, Scribewise was formed to help its clients bridge the
to respond to your “call-to-action,” by treating each brand
gap between old school communications tactics and the rapidly
touch-point as a continued experience unique to your brand.
emerging new way of doing business. Their team lives in both
Our clients have come to expect extreme commitment and
worlds, and can help you connect to your audience.
incredible results from our expertise areas: • Market Research • Branding, Brand Experience and Identity • Marketing and Promotional Campaigns • Messaging • Interaction with Regional Media • Visual Media Development, Design • Web Design and Development • Social Media Marketing and Management
• A journalistic storytelling sense that enables us to understand your organization and how best to transmit your brand essence to your audience • Great media connections and the ability to talk to journalists as peers • PR smarts and business savvy Scribewise founder John Miller managed and helped execute the successful 2008 Bartram’s Garden/Mark Dion communications campaign.
INTRODUCTION
2
Company Overview
Can-Doers
Innovators
Listeners
We approach every project, large
What box? We’re not thinking about
We’ll lend you our ears, but you can’t
or small, with equal enthusiasm.
anything even close to a box. Outside and
keep ‘em. We need those. After all,
To us, the glass is always
in, we’re pushing the boundaries of
listening is half the battle when it
half-full ...of Coffee.
what’s achievable.
comes to success.
Tyler We s tne dge
Antoinet te Marie Johnson Co-Founder / CEO
Co-Fo un der / Creative Direc tor
Named “Entrepreneur to Watch”, Antoinette has built a
Tyler’s creativity is the juice that drives his superb
top notch reputation and commits herself to becoming
technical knowledge; overseeing every facet of a
your new CMO (Chief Marketing Officer).
project from start to finish.
E li s e C o nway
C h r i s Ri c h a r d s
Ri s a Ze ll e r
Ia n T. B e r g
D y la n G a r n e r
S e n i o r A c c o u nt E xe c u t i ve
A c c o u nt E xe c u t i ve
B ra n d M a n a g e r
L e a d D e si g n e r
D e si g n e r
LEADERSHIP
3
Discover, Plan, Create, Manage
Process At Media’s process is simple: plan, create, and manage stellar brand experiences by fully discovering how to reach and engage your target audience.
1
3
Discover
2
Plan
The discovery process is the most important
Our planning process turns research into a
component of a successful partnership. During
clear set of consumer insights, user goals,
the discovery phase we clarify expectations,
and recommendations. Along with user
survey stakeholders, research, and conduct a
personas and scenarios, the plan outlines
competitive analysis of your brand. Our brand
a strategic vision, defining the future of the
discovery provides the best foundation for
organization, as well as its messaging and
sustainable and successful marketing.
brand positioning.
Create
Using the discovery and planning stages
4
Manage
Once your brand assets have been
as a guide, we start building your brand.
created, and a strategy has been put in
Creating identity, collateral, web, and other
place, we concentrate on ongoing brand
digital assets, we act upon the information
management. Social media, web content
gathered in the prior stages to create the
updates, and regular email campaigns
best version of your brand.
are all part of our management process. However we do make sure that everything we produce for you is turn-key for your staff in the event you want to manage it internally.
PROCESS
4
We’ve got you covered.
Project Goals JBA’s goals and objectives fall within our expertise. Here we offer some insight into how we achieve success for our happy clients, while addressing your specific needs.
Develop a baseline understanding of Bartram’s Garden’s audiences utilizing evaluation and market research tools. Gather Data Our Brand Discovery process is the opportunity to gather useful data to inform all changes to the Bartram’s Garden brand. We combine equal input from Audiences, Stakeholders and a Competitive Analysis to guide all design, messaging and marketing. Our process is said to be unlike any other agency’s. Surveys are conducted online with anonymous participation, grouped by audience types. The data is formed into a workable, very informative,
We specialize in delivering compelling messaging that concisely tells the brand story and engages your audience to interact with your organization.
Visual Communications Pairing creative messaging with beautiful brand identity designs will position your brand for long term success. Just like the history of Bartram’s Garden, we will strive to achieve a long term, sustainable look.
Outcomes • A Defined Brand Vision, Voice, and Promise • A Renewed Brand Position and Mission • A Beautiful Visual Communitions and Identity System • Brand Style and Usage Guide for internal use
Strategic Plan that guides our work from the start to the point of handing off to your team to support.
Define Audiences
Develop an integrated and measurable marketing campaign for new and existing audiences to build returning visitation.
We will identify and personify the most valuable audiences for Bartram’s Garden in a workable manner, to support all marketing moving forward.
Outcomes • Impressive Strategic Plan w/ Statistics • Great Customer Testimonials • Target Market Data & Advice • Stakeholder Goals & Ideas • Compelling Data Useful for Grant Applications
Create a comprehensive brand identity for Bartram’s Garden.
Campaign Strategy Our marketing campaigns have more legs than a centipede. Let’s create an engaging campaign that utilizes the newly launched visual communication tools and drive traffic to both your online assets and the garden itself. While engagement is our way to measure, our aim is to build brand ambassadorship and loyalty.
Execution When the concepts are approved and the strategy is strong, the next step is to get the ball rolling. From building Facebook contest apps and
Messaging
connecting them to creative in-person experience,
Once we have identified your core strengths and
we can roll out a campaign quickly and efficiently.
the target markets, the first step is defining the Bartram’s Garden voice, vision and messaging.
PROJECT GOALS
5
Project Goals Continued Press and Launch
Content Schedule and Calendar
Let’s also define the target audience in the press,
A content schedule will be provided that identifies
and make Bartram’s Garden relevant throughout the
recommended frequency for the best online reach.
campaign, with news and events that make Bartram’s
From news articles and event updates, to email blasts
Garden a source of historical, yet relevant information.
and social media posts, all will be covered so the
We will aim to make this a regular practice for your
Bartram’s Garden Staff is clear on content going out
staff as well.
to their audience.
Measure
Outcomes
Gathering data from a variety of sources ensures
• Mobile-Friendly Website
a clear evaluation of the campaign’s effectiveness
• Custom CMS that Allows for Easy Updating
and success.
• Increased Site Traffic from SEO • Increased Online Following and Engagement
Outcomes • New Participants • Engaged Audience Members • Increased Traffic Online and On-Site • Increased Fans, Followers on Social Networks
Strengthen digital strategies and develop measurable media campaigns to launch Bartram’s major initiatives and interpret the garden history and ecology to enhance visitor experience.
• Increase in Leads and Visits to the garden
Develop collateral materials that serve to promote the garden with key target audiences. Design We will design additional collateral to give the best representation of your brand at every customer touchpoint. This will include on-site environmental experience, brochures, and other requested
Web Design and Development
materials.
We will create a custom mobile friendly website which
Templates and Guidelines
will be optimized for search engines and produce a captivating user experience across multiple devices. Not only will Bartram’s Garden get more incoming traffic via search results, but users will stay on the site longer and come back more often.
Social Media Presence We will create a social media overview to guide social media management that will include an established brand voice, recommended types of content and
We know you don’t want to come to us for everything, so we will create easy to update templates along with detailed brand guidelines for the Bartram’s Garden Staff to follow. Whether you need Word documents for events, PowerPoint templates for presentations, or HTML email newsletter templates to update your audience, we have you covered.
Outcomes
sources, and industry influencers to interact with.
• Engaging Materials for Visitors
Then, we will target growth according to the plan, and
• Consistency Across All Platforms
dramatically improve your online engagement.
• Easy to Update Templates • Increased Brand Awareness and Recognition
PROJECT GOALS CONT.
6
We Aim to Please... Every Time!
Happy Clients Some of our happy clients: American Diabetes Association Bartram’s Garden Christiana Mall Comcast
Adv., Collateral & Social Media
Scribewise
Scribewise
Collateral, Advertising, Web Strategy & Design
Constitution Health Plaza
Rebrand, Strategy, Messaging & Identity
Drexel University
Scribewise
Duane Morris LLP
Rebrand, Strategy, Messaging & Identity
EatRight.org
“Antoinette has employed a unique skill set to try and change the image of her neighborhood and brands.” - Philadelphia Business Journal
Web Strategy, Design & Development
Named 30 Under 30 Entrepreneurs to
Greater Philadelphia Marketing Tourism Corp. HipCityVeg
Scribewise
Watch in Philadelphia Business Journal 2012
Social Media Strategy & Management
Independence Blue Cross Kings Food Markets
Collateral & Social Media Campaign
Social Media Strategy, Mgmt & Campaign
Philadelphia Magazine
Social Media Strategy, Mgmt & Campaign
Reybold Group
Rebrand, Strategy, Messaging & Identity
SWCC 5k Run
Branding, Collateral, Web Strategy & Design
Tower Investments United Healthcare
Strategy, Messaging, & Branding
Social Media Strategy, Mgmt & Campaign
Universal Companies
Web Strategy, Design & Development
Recent Press:
“At Media has established a very solid reputation as one of the most forward thinking marketing agencies in the region.” - Concrete Cake Internet Marketing Blog
Philadelphia Business Journal Philadelphia Inquirer 98.1 WOGL - The Philadelphia Agenda Temple News Geekadelphia - Geek of the Week Concrete Cakes
CLIENT LIST AND RECENT PRESS
7
Case Study
American Diabetes Association Step Out Walk Overview: The Philadelphia chapter of the American Diabetes Association (ADA) came to At Media in need of a strategy, refreshed creative, and a way to increase registration for their annual Step Out Walk to Stop Diabetes. At Media developed the tagline “Every Step Makes an Impact” to complement the nonprofit’s goals of raising awareness of both the walk and diabetes in general. Our team developed unique messaging, creative, and print collateral for the Step Out Walk, including a billboard and social media advertising to support registration for the October 5th event. At Media will continue to support the ADA through a social media campaign and continued advertising leading up to the event in October.
Case Study - American Diabetes Association
8
Case Study
Philadelphia Magazine Be Well Philly Overview: Be Well Philly, the health and wellness division of Philadelphia Magazine, approached At Media for a social media campaign to promote healthy and conscious living in Philadelphia. Dubbed the “Health Hero Challenge,” At Media created, executed and monitored a strategic contest to increase engagement and participation from Be Well Philly’s target audience. Spanning both Facebook and Twitter, the contest encouraged participants to vote for their favorite Health Hero: someone who most inspires healthy living.
Results:
Start
Week 1
Week 2
Week 3
Week 4
As a result of our social media growth strategy, Be Well Philly’s audience on Twitter grew from 1,800 to 4,140 followers in just 4 weeks. In the same time period, Be Well Philly’s
GOAL - 3 00 0+
Facebook audience increased from 1,700 to 2,880 as a result of the Health Hero contest. Since gaining a powerful following under At
4,141
3,321
2,997
2,369
2,440
2,250
1,930
influence. Today, the contest continues
1,737
only continued to grow their local
1,852
and the Health Hero Challenge have
1,701
Media’s supervision, Be Well Philly
to run annually as a core component of Philadelphia Magazine’s health and lifestyle outreach efforts.
3500 +
Campaign Shares
3400 +
Campaign Views
100 +
Campaign Comments
Case Study - Philadelphia Magazine
9
Timeline and Delivery To meet the established goals for the project, we have identified four key phases for execution of the strategy and plan.
Phase 1: Discovery Hours: 70
Budget: $6,299
Phase 2: Message and Identity Timeline: 10/1 - 10/30
Hours: 110
Budget: $10,591
Timeline: 10/20 - 12/15
Here we aim to learn the most amazing elements of your story,
Our custom designs and messaging will reflect the discovered
message and the experience that creates Bartram’s Garden.
position, look, and target.
During our brand discovery phase, we evaluate and conduct the following:
Identity • Logo Creation
Current Brand Audit
• Color Palette
• Identity
• Business Cards
• Messaging and Positioning
• Letterhead
• Website (online and mobile experience)
• Icon Language
• Social Media • Analytic Review
Messaging
• Competitive Analysis
• Brand Vision
• Environmental Experience
• Tagline/Slogan • Voice and Tone
Customer Survey • Target Audience Analysis • Customer Loyalty Discovery • Brand Perceptions • Class/ Event Experience
• Positioning Statement • Mission Statement
On-Site Brand Experience • Employee Name-tags • Signage
Stakeholder and Employee Survey
• Uniforms
• Stakeholder Survey
• Visitor Name-tags
• Employee Survey and Workout Exercises
• Branded Collateral and Materials
• One-on-one Interviews • Brand Personality Exercise • Marketing Perception
Brand Style Guide • Logo Usage • Color Palette • Print and Web Typography • Graphical Elements • Icon Systems and Uses • Photography Treatments • Templates and Guides • Voice Guide and Characteristics
Timeline and Delivery
10
Phase 3: Digital Communications
Phase 4: Marketing and Strategy
Hours: 200
Hours: 125
Budget: $19,525 Timeline: 11/01- 01/31
We need to focus our efforts on building JBA a set of highly
Timeline: 1/01 - 03/31
Marketing and Communications Strategy
effective Digital Communication tools.
• Public Relations plan • News Hook Development
Website
• Calendar of Annual Newsworthy Events
• Design and Develop Website to be Mobile Friendly
• Press Material Development, including News
• Content Management System (CMS)
Releases Templates, etc.
• Sitewide Search Engine Optimization (SEO) • Incorporate the Use of Social Media
Budget: $12,173
• Media Training (as needed)
• Development of Key Performance Indicators
throughout Site
for PR Activity
• Improve Messaging throughout Site,
• Define Top Target Audiences
include Keywords to Enhance SEO Efforts
• Develop Three Year Marketing Plan Based on Target Markets, Media Consumption, and
Social Media
JBA’s Budget
• Identify Target Social Media Platforms • Brand Platforms
Event/Class Recommendations
• Social Media Policy and Guidelines
• Audit Current Classes and Events
• Social Media Content Schedule and Growth
• Develop Recommendations Based on Responses and Target Markets
Content Strategy • Content Audit of Existing Materials
Social Media Campaign and Strategy
• Develop Editorial Brief and Persona Profile
• Develop Content Management Distribution
• Create 12-month Editorial Calendar
and Response Plans for each Platform to
• Develop Execution Strategy, whether Content will be Produced Internally or through External Resources • Content Creation Coaching
make it Easy for Employees to Update, and Monitor Social Networks • Targeted Growth to Social Networks and Double
Following within Three Months
Email Marketing
• Develop an Engaging Social Media Campaign that
• Create HTML Templates of Email Touch-Points
Grows Audience Participation and Engagement
for Easy Staff Management • Use Email Management System (e.g. MailChimp) to Facilitate Easy Distribution and Management • Develop Customizable Monthly Newsletter
Template that is Easy to Manage and Update with
Project Total (Phases 1-4): $48,588 estimated 505 hours
New Content • Develop Newsletter Content Schedule for Three Target Markets, Volunteers, Current Customers / Class Participants, and Potential Customers
Timeline: October 1, 2013 - March 31, 2014 Payment $8,098/month for 6 months
Timeline and Delivery
11
267.519.3592 atmediadesign.com 222b Race St. Phila, PA