Roper 10 3 1 by Clarissa Roper

O N E C O L O R

WORKING TOWARD THEIR FUTURE!

CAMPAIGN PROJECT BOOK

Within this community is a thriving company seeking to fulfill dreams and life time goals for todays youth. Urban League can be that backbone if you give them a chance.

TABLE OF CONTENTS 1.0 RESEARCH

1.1 Research Paper • 1.2 SWOT 1.3 Creative Brief • 1.4 Demographics

2.0 CREATIVE

2.1 Competitive Survey • 2.2 Design Research 2.3 Moodboard • 2.4 Logo Development

3.0 STYLE GUIDE

3.1 Brand Description • 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

4.0 FINAL DESIGNS

4.1 Digital Media • 4.2 Promotional Items 4.3 Advertising • 4.4 Business Papers

1.0

SECTION

RESEARCH 1.1 Research Paper 1.2 SWOT 1.3 Creative Brief 1.4 Demographics

Campaign Project Research Paper Urban League of Hudson County

Abstract Urban League of Hudson County is a non-profit

audience through a combination of mixed media.

organization designed to support those in the

This will consist of revamping the website to a new

urban communities who are seeking guidance. With

look that is appealing to the younger generation,

an array of services offered, Urban League needs

Facebook, famous social media site, will advertise

to focus more on the upbringing of our youth. The

special events and promote through success

focus will be more on programs that are dedicated

stories, YouTube will provide short testimonial

to the youth to help them move in the direction

films taken by youth and their parents, Radio

of their desired goals. Through advertisements

broadcasting will advertise what Urban League

and revamping the Urban League’s look and feel

can offer and how to get started and lastly print

will help to draw in more prospects. Keeping

materials displayed on billboards, through the

the lettering clean and legible will help to insure

mail or even posted throughout the community.

accuracy to Urban Leagues prime focus. Also,

Urban League can be reached through these

being able to understand it’s target audience with

media types because this selection covers many

strong competitors in the area, they will need to

areas that interest parents and most media can be

show how the programs offered are an opportunity

reached in the comfort of their own home. As the

that cannot be passed up. As the youth being the

focus remains on keeping the youth motivated, will

main focal point, Urban League will need to also

need to inspire the parents so that they can show

get the parents/guardians on board. The parents/

their children that Urban League is the right place

guardians need to understand the importance of

for them to grow and step up in the right direction

their child’s future and that the time to start is

to see goals met.

NOW. To help see Urban League succeed in raising awareness will prepare ways to reach the target

Keywords: Youth, Goals, Future, and Guidanc

1.1 Research Paper

Introduction Urban League of Hudson County, NJ is a non-profit organization established in 1972. This industry is focused on “Empowering Communities. Changing Lives.” by improving the quality of life in the urban areas and providing a variety of programs and services for their residents. Annually, Urban League serves more than 50,000 individuals with “leadership throughout the state in promoting initiatives that assist individuals and communities in their efforts to achieve economic parity” (Watson). Working together in the community with dedicated staff and professionals has helped each individual achieve goals and prepare for a lifetime of changes and chances on new beginnings. With technology on the rise it is very important for organizations to remain up to date with the current ways of communicating with their consumers. Using social media and continuous updates to the website will help to spread and grow the organization. It is the goal of the organization to reach all individuals that are experiencing financial hardship or just looking for an encouraging path to follow and to see that Urban League is the place for them. To attract kids and adults their website should be youthful, allowing them to visualize all Urban League has to offer by displaying photos of current events to encouraging words for motivation. Using less of a directory based website and more of an encouraging website will increase the Search Engine Optimization by directing more consumers to view the website. Promotional items and advertisements in the local newspaper as well as in the community library and bookstores will help to grab hold of every individual looking for a chance to achieve goals they are seeking to pursue. The main focus will be on the upbringing of youth in the urban communities, and encouraging their parents/guardians to allow Urban League to help ensure a brighter future and to strive to meet all their goals.

History Urban League of Hudson County is an organization

women face in the process of transitioning from youth

where they “administer programs and services that

to adulthood” (County, 2008). As these students grow

assist African Americans, Latinos, and other ethnic

and work on setting goals through their teen years

minorities as well as low-income families in such areas

they will be ready to give back to their community

as childcare, education, employment and training,

by becoming a mentor. In the Mentor Program it is

family and individual counseling, senior services, and

a “structured and trusting relationship that brings

youth development” (County, 2008). Many programs

young people together with caring individuals who

offered by Urban League of Hudson County will steer

offer guidance, support, and encouragement aimed

young minds in the right direction to prepare for a

at developing the competence and character of the

prosperous future. Some urban communities lack the

mentee” (County, 2008). By taking a small amount

fundamentals on what goals to achieve, if not being

of personal time and dedicating it to encourage,

guided in the correct direction. A great service offered

make friends and create positive memories for a

is Child Care Resources & Services, which is available

child seeking answers. “Traditional methods of

for the guardian to begin the steps of preparing their

mentoring are created through the means of one on

child’s education. “Make the right decision and you

one relationships established between the mentor

could put them on a path toward lifelong learning,

and the protégé” (Rowland, 2012). Urban League

a prestigious college education and a successful

wants to form everlasting bonds with the mentor

career” (Webley, 2011). These resources will help find

and the mentee that will create an instant, true and

the best location and provider that will accommodate

trustworthy friendship.

all of your children’s needs in beginning their education. In the growing process of any child they will begin to develop a particular skill or interest that will need further assistance where Urban League offers several programs devoted to the youth. Three awesome programs provided are the CEO Program, Mentoring Program and Journey to Womanhood. The CEO Program and Journey to Womanhood both help youth in boosting their confidence, self-esteem and to secure an understanding of leadership. To be a Chief Executive Officer (CEO) you will need to know the fundamental step in developing and managing a company for a successful outcome. Urban League will work to help guide students in a positive way of life success with goals set to “decrease interest in gangs and drugs, improve academic skills, increase selfesteem, positively impact attitudes about learning and school, improve school attendance, and provide personal encouragement and role models” (County, 2008). In the Journey to Womanhood, this program “addresses the many issues and decisions young

1.1 Research Paper

Solution Are we doing everything possible to make all residents aware of programs and services offered in their community through Urban League? Staying on top and current with the latest technology is what keeps consumers connected and loyal to their vendors. Currently their website lacks personalization and only focuses on the detailed information. Through evaluation given, “surveys suggest that consumers are increasingly relying on social media to learn about unfamiliar brands” (Naylor, 2012). By including photos of actual events/programs that have taken place will open doors to consumers as they browse the website. Also, adding a testimonials page will allow the consumers to read a statement from an actual attendee to gage how much Urban League’s programs have been a success in their life. With Urban League staying up-to-date with the website, making it user friendly and vibrant, displaying promotional advertisements in schools, community libraries, and book stores will help increase awareness on the life changing programs offered. This project is so important because it can save

youth and their guardians to turn to for a chance at

someone’s life by simply teaching young teen’s to

change and answers. The overall look must be warm,

stay off the streets and in the books to work towards

caring, full of hope and lots of excitement. The use

making a better future. This all can be achieved

of shapes being bold and thin, square and round

through Urban League’s programs, which are meant

will also play a big role in the design layout to show

to help create a road map to reach your desired goals.

that being different is not a bad thing, it’s a great

Our future leaders of tomorrow are within the urban

thing. Urban League needs to stand out from their

communities. It’s time for the parents to take the first

competitors and make it known why they should be

step with Urban League’s guidance. This will allow a

chosen to instill full trust to all youth searching for

better future as well as a better community.

direction.

Urban League is meant to be like a second home for

How to reach Target Audience It is very important to reach your target audience the best way you can, by knowing where they may view or take information on Urban League. In the urban community, Urban League can come in contact with the local schools as well as familiarizing themselves with the common public transportation areas. Through this, the media that can be used to reach target audience would be print advertisements of

pamphlets, EDDM postcard, billboards, and

through the local radio station broadcasts. All of these advertisement options will help to instill the overall message that Urban League can help to make a difference in their life. Pamphlets are great for parents/guardians to grab on the go and read at a time that works best for them. Also, pamphlets can be used as a mailer to send to all those living in urban areas. EDDM postcard is great advertisement to reach a wide range of prospects all at the same time. This will allow everyone in the urban communities to receive information on Urban League in the comfort of their own home. A billboard advertisement can be viewed from far distance and also used as a reminder to those that may pass by the billboard frequently. These billboard advertisements can be posted up by the bus and train stops, and even inside them, which is also a great way to reach both child and adult. The local radio station can broadcast an ad for Urban League, by promoting a particular program each week. Repetition of the same program weekly will be great and like the billboards it will create a reminder to all interested and will give those listener another chance to reach out to Urban League.

Elements needed for Solution When thinking about the youth Urban League desires to help, vibrant, full of life and joyous colors come to mind. The colors need to bring out the message that will be taught through each program offered and help to guide each youth through their own personal journey. The color scheme used will be blue, red and purple. The actual colors have been found during the creation of the moodboard Builder/Encourage/ Uplift. These three main colors have been chosen based on the connection and also meaning of each that demonstrates what Urban League is striving to represent. “Red symbolizes: action, confidence, courage, vitality. Purple is the color of good judgment. It is the color of people seeking spiritual fulfillment. It is said if you surround yourself with purple you will have peace of mind. Blue symbolizes: youth, spirituality, truth, peace” (Gems, 2003). Urban League will represent the meanings and symbolizing’s of

1.1 Research Paper each color mentioned through the eyes of every child that desires a chance for change. Two other colors that may be used to balance out a layout or to make text legible at times due to graphic backgrounds are black and white. All images used will reflect those that live in the urban community. This will also cater to youth excelling to another level, single parent/guardian with his/her children, mentors and educators helping youth to reach their goals. Through all of these images it will encourage both parent and child to want to see all desired goals and dreams come to reality. The typeface envisioned for this campaign is a sanserif bold, eye catching and simple font that will also work well with any body text. On considering the best font to use in order to get the job done as been well thought out. “typography enhances the overall book design, helps to convey meaning and emphasize specific elements of the story in picture books” (Phinney, 2010). A simple yet striking font is what Urban League needs to get through to the target audience. The fonts envisioned to use for this campaign are News Gothic MT Italic and Bold, Lithos Pro Black, and Myriad Pro Regular. The headline will be News Gothic MT Bold or Lithos Pro Black, sub headline and/or tagline will use News Gothic MT Italic and Myriad Pro Regular for the body text. This will allow flexibility with colors and graphics that need to be used in order to get the message across.

Conclusion The main focus will be on the upbringing of youth in the urban communities, and encouraging their parents/guardians to allow Urban League to help ensure a brighter future and to strive to meet all their goals. By making the youth aware of all the opportunities available, will also show that they have options for their future. Urban League will reinforce the role of the parent/guardian on the importance of starting their child’s future now. Taking the time to focus on their main goals in life will set a mark on what is to unfold in the near future. Urban League is a team of well-educated individuals that has a desire to help make changes in the lives of those willing to give them a chance. Also having Urban League will be a place for many youth to go to after school and to keep away from the streets that may stir them in the wrong direction. The youth that gets the opportunity to see what Urban League has to offer will allow many doors in their future to open. Having a mind set to go to college and to even understand the principles of managing their own business at a young age is what Urban League is all about. The success of today’s youth will bring positive changes to the community and will be a great influence to the up and coming generation. Urban League needs the support of the community and the confidence in the parents/ guardians to allow them to do all that is necessary to create an everlasting change in our youth’s future.

SWOT Analysis Competiive Survey

• PROFESSIONAL STAFF • LOW-INCOME FAMILIES • KIDS OFF THE STREETS • MENTORING PROGRAMS • EMPLOYMENT TRAINING • HIGHER EDUCATION

STRENGTHS OPPORTUNITIES • SUPPORT GROUPS • GAIN INSIGHT ON YOUTH • HIGHER LEVEL OF GRADUATES • DEVELOP POSITIVE MIND SETS • SAVE YOUTH FROM GANG ATMOSPHERE • TEACH THE IMPOSSIBLE

1.2 SWOT Analysis

• ONLY SUPPORT URBAN COMMUNITIES • SPORTS PROGRAMS • WEBSITE APPEARANCE NOT COMPETITIVE • COMPETITORS LOGOS ARE VISUAL • DONATIONS TO SUPPORT ALL IN NEED • STATE DEMANDS

WEAKNESSES THREATS • NON-PROFIT FUNDED ORGANIZATION • STATE FUNDS • GANG VIOLENCE • NOT ENOUGH DONATIONS TO HELP ALL • COMPETITORS REACHING MORE YOUTH • OTHER URBAN BASED ORGANIZATIONS

Creative Brief Objective

To promote advantages for youth, by making the communities aware of all the programs and activities that Urban League offers.

Positioning Statement

USP Prepares youth to be their own boss of a future business through the CEO Program and offers young girls guidance as they become young ladies Journey to Womanhood

Urban League is a place built with many resource and guidance to live a stable life style; prepare a path for youth to follow in order to achieve desired goals.

Creative Call to Action (1)

Creative Call to Action (2)

Encourage parents/ guardians to want to start making a path for their children to follow in order to achieve goals

Show youth that if they set their mind to a particular goal Urban League can help to get you there

Primary Target Audience • Urban Communities • Age: 10-35+ • Low-income families • Single parents

Two Key Strengths

• Employment training • Higher Learning

1.3 Creative Brief

BHAG/Project Outcome

Positioning Statement

Time to make entire community aware of programs offered that are geared toward the youth. This will help to increase donations in a 2 year span by 3%.

Urban League is a place built with many resource and guidance to live a stable life style; prepare a path for youth to follow in order to achieve desired goals.

Key Tenents • Enlightening • Motivation • Encouraging

Two Key Weaknesses • Website lacks desires • Extra Curricular activities such as sports programs

Features & Benefits (1) F: Offer after school programs to help youth to stay focused on future goals. B: Keep youth off the streets and out of trouble.

Features & Benefits (2) F: CEO Program B: Encourage at young age how to be successful and run their own business.

Demographics Positioning “Empowering Communities and Changing Lives” of those that are in: • Urban communities • Single parents with children • Low-income households

Target Market Demographics • • • • •

Hudson County NJ Urban Communities Low-income families Single parents Age: birth - 35+ Foster/group homes

Target Market • • • •

Youth Single Parent home Senior Hudson County Residence

1.4 Demographics

Personas

2.0

SECTION

CREATIVE 2.1 Competitive Survey 2.2 Design Research 2.3 Moodboard 2.4 Logo Development

Compare & Contrast Competiive Survey COMPARE The Urban League, Boys & Girls Club and the YMCA all share the same drive of supporting the youth and helping to make the right path for their future. They all do this by providing facilities to seek all needs that are desired to be fulfilled.

• Web is the main resource used to broadcast advertisements, events and accomplishments. • Advertisements are usually found in leaflets from the community in which one resides, that shows all programs offered in facilities in your community. • Urban League and the Y both cater to the youth as well as adults involving family activities. • Boys & Girls Club main focus is on the future of the youth and how to better the community in which they reside.

Competitor #1

•

Jersey City Boys and Girls Clubs’ Sleepout for Homeless - Youth came up with this idea to raise awareness of the issue on “more than 1.6 million children across America that are homeless.”

•

Boys & Girls Clubs of Hudson County breaks ground on state-of-the-art facility - Ironstate, KRE Group break ground on 422 luxury rentals and new Boys & Girls Club; New facility for new beginnings.

2.1 Competitive Survey

CONTRAST Urban League provides many service that apply to single family homes, low-income and reside in urban community. They are also a resource location that shares information on child care and referral services. YMCA is out to help all in need regardless of income and living status. A fee is require to join that offers membership for families to participate in activities such as gym, swimming classes and healthy living. Boys & Girls Club is geared towards furthering youth education and keeping kids off the streets. “Safe place to learn and grow - all while having fun.” Provide education learning and extracurricular activities.

Competitor #2 •

Y LEADERS AND LEGENDS EVENT A TREMENDOUS SUCCESS! - Newark NJ; November 30, 2012 “This event raised $110,000 to fund scholarships for local students and Y programs for needy children”, and showed recognition to leaders in the community who are great supporters.

•

Boys & Girls Clubs of Hudson County breaks ground on state-of-the-art facility - Ironstate, KRE Group break ground on 422 luxury rentals and new Boys & Girls Club; New facility for new beginnings

•

Hurricane Sandy: “Newark YMCA Reaches out after Storm Devastation” Offered shelter and support to the community that has suffered during this time. “Whether the need was simple warmth, a hot shower, or a place to charge a phone, the Newark YMCA was there to help our neighbors and friends.”

Design Research Overview

Urban League’s mission is “Empowering residents and improving the quality of life in urban communities.” (Urban League, 2008) Through the mission statement alone it is trying to stir the consumers in the direction of success, leadership and better way of living. Urban League is made known to help those in urban communities and make all consumers aware of all programs willing and waiting to help all in need. The message that I want to focus on is a way of guidance and empowerment for the consumers to help their minds for a more

1. We only settle for the BEST.

Urban League wants to see you fulfill your dreams and will not back down until your needs have been met.

Hold on to the Target Audience

In an organization such as the Urban League, ads will bring direction to consumers that have been lost. Creating the perfect headline that will allow the consumer to read the fine print and make a decision on going straight or looking for that u-turn. Because Urban League offers so many services the advertisement will need to be creative when trying to help the consumer understand what you are presenting. The invisible for me is the outcome; final

promising future. Urban League offers a variety of services and is available to a large age range from birth to senior citizens. Being able to help youth, families and elderly be able to live a stable life has instilled trust in the consumers. By having a large age range we will have to be very mindful on the approach to not stir any consumers away or confuse them of the actual message being addressed. Urban League offers a lot of guidance on ways to support families with low-income, single family homes and those living in the urban city area.

2. Get what you came for.

No time to waste, your future starts now. Even though Urban League is here to help, it is also up to that individual to understand that their full attention is needed to see goals reached.

results of pursuing all that Urban League has to offer through various media types printed or online. “We try to understand how and why consumers use certain types of media and we optimize our media efficiencies by following those behaviors.” (The Ad Contrarian: Invisible Advertising, 2012) Understanding what it is that the consumers need and to deliver it in a way for them to grasp the concept is a way to make the invisible come to life and be visible.

2.2 Design Research

Taglines for Campaign Project Urban League of Hudson County

4. Road map to success.

3. A smile goes a long way.

Everyone has a particular desire and there are obstacles one must face to reach overall goals. With the programs Urban League offers they will help to make sure you succeed.

Urban League is here to show every individual that there is hope and when you know what you want it shows across your face.

5.Take that next step.

Motivating those that are seeking guidance into putting their trust in Urban League to help see them through to the beginning of a prosperous future.

6. You be that leader.

Talking to the parent to encourage them to step up and take advantage of their childâ&#x20AC;&#x2122;s future.

7. Guidance every step of the way.

Urban League is full of strong, hard working employees that will be of great help for as long as it takes.

8. The key to all promises.

Urban League helps you to get to the other side of the door that will lead you to your hard working desires.

Moodboards

Builder/Encourage/Uplift Directive Words

Urban League wants to show positive outcomes that will be of great assistance to reaching future goals. This moodboard was chosen because it shows the step-by-step process on which Urban League can help many youth achieve desired goals in life. Creating friendship, looking up to a leader for guidance and taking great direction from those teaching you how to succeed is a great

start on a brighter future. Also wanted to show some connection with the color palette to the images by creating a dotted path. The placing of each word helps to describe the image onto which the dotted path is near. The dots were also created to form an arrow that is kind of pointing down to the next word and allowing it to travel to the corresponding image on the left.

Urban League Uplift

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YK CM 51 G 80 RB 27 0 1 0 84 7 15

2.3 Moodboard

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Logo

Sketches & Final version Many of the sketches incorporated the first letters of the company U L and was kept simple to express a symbol that will help customers remember who Urban League is. Played with arrows that help to give the direction one may take and tried using stairs that indicates stepping toward your future Then, tried the “U” upside down to give the appearance of an umbrella with the “L” forming the handle. “A distinctive logo is one that can be easily separated from the competition. It has a unique quality or style that accurately portrays

your client’s business perspective” (Airey 30), is what the aim attended to display to work toward the right logo design. By continuing to play with different directions by turning each letter around or combining them to create another shape. “The brain takes more time to process language, so content is third in the sequence behind shape and color.” (Wheeler 52) With that in mind the creation of a shape that can stand-alone and allow emotion to derive from its visual became the primary focus.

2.4 Logo Development

The final logog interprets the look that was aiming for with the visual of stair to reflect what Urban League will be doing. “Stepping up” “Stepping into your Future” “Moving up” to just name a few that will relate to Urban

Leagues mission. Even though the logo does not have to reflect what it is that they do,it helped to express the elements to support simple and memorable brand.

3.0

SECTION

STYLE GUIDE 3.1 Brand Description 3.2 Logo Usage 3.3 Typographic Elements 3.4 Color Guidelines for all Media

Brand Description

(current logo)

Urban League is a non-profit organization programs and activities that Urban League that offers an array of services and programs offers as well as revamping its look. Using for assistance to those in the urban colors that bring forth respect, wisdom, truth, community. One particular service that purity, energy and passion will open doors needs to be revamped is the youth and their that will allow youth and their guardians to development towards reaching desired be motivated, encouraged and enlightened goals. Will promote advantages for youth, by their future possibilities. by making the communities aware of all the

(revamped logo)

3.1 Brand Description

Clear Space Urban Leagues brand should be displayed clearly and to make sure it is used correctly will need to keep “u” from “League” letter size clear all around. The size will vary depending on the logo size being displayed in particular areas. When displaying the brand mark only the minimum size it can be to stay legible is .50 inches.

.50 inches smallest size for logo mark allowed

30% Tint of color palette to be used as needed

Logo Doâ&#x20AC;&#x2122;s 1. Can display brandmark without logotype. 2. Can include 1.5pt border around logo using from the color palette. 3. Can use black in the background of fullcolor logo. 4. Use 30% of on colors in palette to display behind the fullcolor logo. * Must include .1875 round corners to any border and/or background.

2.*

3.*

4.*

3.2 Logo Usage

Logo Dontâ&#x20AC;&#x2122;s 1.

1. Do not display logotype without brandmark 2. Do not stack logo mark above or below company name. 3. Do not place full color logo on top of color background. 4. Do not use color bacgrounds that will make brand look unclear. 5. Do not stretch or distort. 6. Do not recreate logo to fit on one line. 7. Do not rearrange the logo.

Urban League

Urban 5.

League

Typography Usage The typeface envisioned for this campaign book design, helps to convey meaning and is a san-serif, eye catching and simple font emphasize specific elements of the story in that will also work well with any body text. picture booksâ&#x20AC;? (Phinney, 2010). A simple yet On considering the best font to use in order striking font is what Urban League needs to to get the job done as been well thought get through to the target audience. out. â&#x20AC;&#x153;typography enhances the overall

LOGO: Century Gothic Bold HEADLINE: News Gothic MT Bold Lithos Pro Black BODY COPY: Myriad Pro Regular TAGLINE: News Gothic MT Italic

3.3 Typographic Elements

Logo Typeface (only)

Century Gothic Bold