BrandID - Ideal Tax Solution rebranding by Clark Fairfield

National Marketing /Advertising Pitch ÂŠ 2014 BrandID by design

Our experience: Clark Fairfield

• OVER 40 YEARS of combined experience in grassroots creative strategy • international design in the UK, France, Germany, Turkey, Japan, China, Korea, Africa and the USA • national campaign strategies for marketing, new media and image branding • affiliations with international talent for collaborative marketing campaign strategies • branding strategies for marketing, new media and image branding • specialists at producing content for print, internet, social media platforms, viral marketing and broadcast video campaigns • smart, passionate, creative and highly effective branding solution for projects big and small • tech savvy innovators who listens to YOUR specific branding needs, communication objectives, and marketing objectives

Brings extensive experience across leading entertainment, corporate and luxury brands – including national and international marketing campaigns, commercial design and branding development for digital platforms – Clark joined The Donahue Group in 2004, and has been a key player in recent new business wins including Town & Country, City of Beverly Hills, Rodeo Drive and The Shops on El Paseo. He has also been integral in starting up a new creative services division within the agency. Prior to his work at The Donahue Group, Clark spent 5 years at Autonomy Post Production in Hollywood, CA where he helped lead the agency’s growth from start-up to over 100 associates. Recognized for his ability to work effortlessly under pressure with visionary and high-end brand strategies, Clark’s creative insights were applied to landing national accounts and producing Emmy award-winning work for properties such as, Disney Entertainment, HBO, Luxe Hotel and the network launch of TGRT Network in Istanbul Turkey, the largest and most expensive network rebranding project by an American team in Istanbul at $8.5 million. His major branding and marketing experience also includes projects with MTV, CBS, ABC, National Geographic, Sony Entertainment, Manolo Blanik, Quincy Jones Entertainment, Hollywood Business District, and the City of Beverly Hills Rodeo Drive Tourism. Recent national marketing commercial project with Avery Dennison. © 2014 BrandID by design

Travis Hutchison

Brings an international artistic flair. Art Directing and Producing impactful marketing campaigns and exhibitions such as LACOSTE’s 80th Anniversary Asian Roadshow in Shanghai, Seoul and Tokyo. LACOSTE/CITROEN collaboration on the Concept Car L10, launched at L’Orangerie during the 2010 Paris Motor Show. Curator for LACOSTE’s 75th Anniversary exhibition at the KaDeWe Gallery in Berlin, Germany. LACOSTE’s Holiday Collector’s Series launched during Men’s Fashion Week in Paris. Artistic Marketing Director for: • Jonathan Adler, Le Petit Palais, 2011 • Li Xioafeng, Musee des Arts et Metiers, 2010 • Campana Brothers, Ministere de l’ Ecologie, 2009 • Michael Young, La Maison Blanche, 2008 VICTORINOX showroom designer at Pitti Uomo (Florence), and ISPO (Munich). Artistic Visual Director for LONGCHAMP, Paris; conceptualized and produced the marketing launch campaigns for exceptional products created by Thomas Heatherwick showcased at the Design Museum in London and the Tracy Emin Museum in Colette, Paris. Assistant marketing director/stylist for the Metropolitan Museum of Art, Costume Institute, NYC.

project THE

Ideal Tax Solution. www.idealtaxsolution.com Company Overview: Ideal Tax Solution was established to help clients ease the weight of their tax issues and secure professional representation to fight for their rights. Ideal Tax Solution is a tax resolution company specialising in reducing tax debt, removing wage garnishments, removing bank levies, removing property liens, protection against property seizure, offers in compromise, and audits. Ideal Tax Solution also offers tax preparation to clients who have retained any of the companyâ&#x20AC;&#x2122;s other services. Ideal Tax Solution is based in Orange County, CA, and is licensed nationwide. Project Objectives: Conduct a national marketing campaign for 6 months, across multiple media channels (Social Media, TV, Radio, Online Blogs, Print/Digital Publications), with the goal of reaching prospective Customers and generating new business.

ÂŠ 2014 BrandID by design

approach Note: This pitch represents a rough estimate for the creative scope of this project. Once awarded, the production schedule and budget breakdown will be defined after we have had the opportunity to discuss in detail the full scope of this project.

CREATIVE

Our strategy:

Strategic Creative Process begins with gaining an understanding of your business and your goals. Actively identify what your audience wants and needs. Then focus on delivering a distinctive customer experiences - through creative thinking guided by sound strategy. This approach ensures that any solution we develop is on target, on brand and consistent with your overall goals, delivering results-oriented experiences every time. Delivering a distinctive customer experiences -- with creative thinking guided by sound strategy. This approach requires our blend of business savvy with insight, experience and a deep repertoire of industry best practices. We then apply it all, and more, to your business objectives. Our process uncovers, develops and delivers solutions beyond the realm of tactical thinking more typically employed in the creative industry. We collaboratively work to understand the true dynamics of every situation by actively identifying what your audience wants and needs. This approach ensures that any solution we develop is on target, on brand, and consistent with your overall goals, delivering results-oriented experiences every time.

START ÂŠ 2014 BrandID by design

BRAND COMPLETE

approach CREATIVE

Knowing who you are...

In review of your current brand, my professional opinion and advice would be to not only focus on an effective marketing campaign, but also a rethink on your current image branding and messaging. I would suggest moving away from an “infomercial feel” which is currently reflected in your website. The current brand does not leave me with a sense of security. No matter how much PR and marketing you invest in, the results you want to achieve will not be accomplished without the right brand image. I also suggest more of an outreach for diversity, or developing a mascot to represent your services... a GREAT example of this is with Aflac Insurance. This brand have a much stronger NATIONAL image with a strong and stable branding message what wins! This is where your brand should be. A great slogan would also elevate your brand. i.e. H&R Block’s “Never settle for less” © 2014 BrandID by design

process BRAND IDENTITY

Your brand’s identity is the visual expression of the brand that is communicated to the world. By leveraging an emotional connection to the idea of “IDEAL TAX SOLUTION” and a strong tag line that will allow for greater positioning and desired image expansion.

Although not expressed in the objective for this pitch, I would like to strongly suggest a logo rebranding that add more credibility to your brand. I would also include a powerful tagline/slogan that captures the effectiveness of your services. Since the advent of commercial television, corporate taglines, ad slogans, and jingles have been fighting the front-line battle to penetrate our minds, win our hearts, and open our wallets. Do these so-called brand-bites exercise a profound influence on our language, media, and culture? In a word, YES!

process

BRAND IDENTITY: first step – REVIEW LOGO BRANDING

The refinement of your logo identity

TIMELINE calls for a specific, dedicated process. (Optional, but strongly recommended for consideration)

STEPS 1. Review, Research and Analysis = 1-2 weeks

a. Kick-off meeting; review where we are, review new information, competitive research, summarize findings. b. information review: • brand partners • competitors c. Review Current Positioning (if available)

STEP 2. Define Strategy = 1-2 weeks

a. Define positioning b. Define brand drivers c. Creative Brief for logo development • Present a strategy document and brand driver boards that summarize brand attributes and position. • A Creative Brief that summarizes goals and is used by the creative team and client in the development of your logo

STEP 3. Brand Identity Development = 1-2 weeks

a. Exploration of logotype and mark b. Presentation of logos • Present 2 - 5 logo rebranding directions, and review them compared to the strategy document. • Select 1 - 2 logos for refinement. © 2014 BrandID by design

STEP 4. Logo Refinements = 1-2 weeks

a. Refinements b. Create logo extensions and architecture • Make recommendation on how your logo will work with other strategic marketing initiatives.

STEP 5. Identity System and Guidelines = 2 weeks

a. Exploration, and refine logo extensions on product b. Refinements and campaign creative c. Guidelines document • Make recommendations for identity system, refine based on feedback, and then create branding style guidelines

STEP 6. Launch Program = TBD (within the first quarter of your 6 month window)

a. Develop national marketing launch strategy b. Develop national marketing launch plan c. Execute tactics • Leverage the band and plan a strategic marketing launch program that gains as much impact as possible for driving new business

YOUR NATIONAL MARKETING INTEGR ATED MARKETING STRATE G Y DE VE LO PM E N T

IDENTITY PRINT

COPYWRITING CAMPAIGN DEVELOPMENT

MESSAGING

ADVERTISING

DESIGN

VIRAL VIDEO CAMPAIGN STRATEGY

INTEGRATED MARKETING PLANS INFORMATION ARCHITECTURE MEDIA PLANNING DEMOGRAPHIC OUTREACH MANAGEMENT & EVALUATION

CO - EXHIBITIONS SIGNAGE EVENT/LAUNCH

ENVIRONMENT

DIRECT RESPONSE

LIST MANAGEMENT PRINT & EMAIL

ONLINE/ MULTIMEDIA

ITS Integrated Marketing Communication (IMC)

The Promotional Mix Web, Print, Broadcast & Interactive Media - the IMC “quarterback” Advertising

Strategic Marketing Plan

Advertising objectives Appeals and executions Cost estimates Media plan

Integrated Marketing Communications (IMC) Plan

Product Analysis

Audience Analysis

Preference

Creative Strategy

Stimulate Sales

Integration Strategies

Pay per click advertising, or click able paid for adverts in the form of text, images or animations with websites; Google Adwords,Facebook adverts,Youtube, MySpace

Public relations (PR) & publicity strategy PR objectives Tactics and executions Cost estimates

Traditional PR Press release distribution to print journalists Hardcopy press kits delivered to print journalists Media events Corporate events Press calls Publicity stunts

Strategic Communication Plan Campaign Impact & Duration

New media advertising

Competitor Campaigns

Communication Objectives Awareness

Newsprint Print Magazines Outdoor advertising Radio advertising Television: free-to-air and cable / pay TV

IMC Situation Analysis Company Analysis

Traditional advertising

New media PR Press release distribution to online journalists and bloggers. Digital press kits (EPKs) distributed to online journalists and bloggers. Quasi adverts that “go viral” via Youtube, Facebook etc.

Promotional Budget

Direct marketing (DM) strategy

Promotional Mix

DM objectives Tactics and executions Cost estimates

Multimedia: website, advertising, interactive, virtual paradigm Advertising Strategy

PR/Press Strategy

Direct Marketing Strategy

Sales Promotion Strategy

Sales Force Strategy

Event Strategy

Campaign Strategy

Viral And/or Experiential Marketing

Traditional DM Solicited and unsolicited direct print mail Target lists Printed collateral sent via post to target list Solicited and unsolicited

New media DM direct email campaigns Solicited and unsolicited direct SMS campaigns

if?

WHAT

ÂŠ 2014 BrandID by design

we capitalize on our years of experience in creative branding, marketing and advertising to work towards...

- First, elevating the current brand - Second, fine tune your messaging - THEN, develop an ad campaign strategy that not only will last for 6 months but will CONTINUE to grow the brand investment

SLOGAN IDEAS

Happiness Restored Your Road to Recovery We care! nobody is beyond tax repair Your Futures Bright! Stop worrying, start living Repair your life. Good advice for good life. We’ll help you get growing Repair the past and prepare for the future Become Healthy, Wealthy And Wise Personalized Expert Tax Solutions Tax Solutions You Can Count On Your Financial Health Profits With Us

Wise Solutions to Healthy Finances Facing ALL your tax problems Worry Free Tax Solutions Small steps make Big advances Say NO to financial woe Life Changing Tax Experts Changing Your Future Back on Track Breathe Easy Your Future, Restored We fix what is destroyed Wealth care providers Take Control Helping you help yourself

study CASE

ÂŠ 2014 BrandID by design

National Marketing/Advertising Campaign www.brandIDbydesign.com Innovative outdoor and print campaign for ION TV that

generates interaction with the ads via smart phone technology and visual recognition. This fun ad campaign generated a ton of traffic to the clients website. This would be a great concept to incorporate into your advertising campaign.

study CASE

National Marketing/Advertising Campaign www.brandIDbydesign.com

Another effective print campaign was based on a two page foldout storytelling reveal. This “Before” and “After” ad concept approach could also be a great technique to incorporate into your national advertising print campaign.

study CASE

YouTube commercial http://youtu.be/HaKjF0BWJgI Global branding campaign: sustainable product packaging

www.brandIDbydesign.com

Sustainability is rooted in our company values and has long been part of our

approach to business. Today, it drives us to work collaboratively across our entire value chain to address the environmental and social impacts of product packaging, labelling, retail branding and graphics materials. Our aim is to improve the sustainability of our products and processes, while helping to create shared value for all of our stakeholders.

ÂŠ 2014 BrandID by design

Global Sustainability communication and awareness campaign for Avery Dennison. Avery in Guatemala rainforest.

study CASE

NATIONAL MARKETING CAMPAIGN FOR QUINCY JONES

Commercial http://youtu.be/KSo7hdr2iRI

VIBE, a CBS syndicated American late night talk show produced by legendary Grammy Award winner, Quincy Jones. The marketing campaign included commercial, print and billboard advertising. The national marketing campaign an advertisers reach of over 92% of all US online users, spanning sites such as CBS.com, AOL, Fancast, MSN, Veoh, Facebook,YouTube, and CBS partners. In addition to the simplicity of targeting 9 out of 10 online users in a single buy, the national marketing campaign also take advantage of the vast array of creative units available on the CBS Audience Network.

ÂŠ 2014 BrandID by design

study CASE

Past five years experience working on major international and national campaigns with LACOSTE.

www.youtu.be/EFY69trKch4 “I just want to be” – The Polo of the Future campaign

current, relevant, engaging, and warm

study CASE

Another concept is to collaborate with Christopher Raeburn at VICTORINOX to create a GCL fashion/tech connection of light. Which would interest the client base of Textile, Armed Forces, Recreational Parks. His collection for 2014 is called “Future Proof Light”

Objectives

An integrated marketing campaign aimed to establish GCL as one of the leading LED manufactures across global applications.

Christopher Raeburn, UK Garment Designer

Christopher Raeburn is a British fashion designer and Artistic Director of Victorinox. He utilises reappropriated military fabrics sourced thought Europe and dramatic use of lighting to showcase his work. All of Raeburn’s garments are produced in England.

study CASE

National Creative Marketing Campaign launch for GCL light bulbs. A fresh, fun, creative introduction into the EU, UK market with a “Monty Python” edge.

WATT??? You might say... Our hard-of-hearing feathered friend “Wattie” is the product mascot who has made it’s way from the tropical rainforest to spread the GCL message in a humorous, colourful, eye catching way.

= WATT???

study CASE

To get the GCL product in the stores and on the retail floor, in-store display kits will be created to be sold with a minimum wholesale purchase of a designated product line. • Free Standing Display • Counter Top Display • Window Display

campaign VIRAL MARKETING

PASSPORT PHOTO: We think Brits will love this campaign. In true Brit fashion there is even a UK parrot owners club, where you are advised to “get your parrot a passport” so you can prove you are the lawful owner when he flies off!!! We could use this as one idea for this campaign: WATT??? A passport??? If you are familiar with the Monty Python “Dead Parrot sketch,” which is one of the most popular clip on TV ever in UK. Our twist is “deaf parrot!!!” Watt???? Now to a Brit that could be hilarious and attention grabbing. Are you already hooked? It’s the idea of the parrot passport that’s so great because they have to be photographed for identification using GCL bulbs. There are loads of possibilities for the WATT??? joke as the owner/photographer changes the lighting to do the photo. And because the parrot is deaf he won’t understand why he needs a passport! Just gets more and more funny and touching. Imagine the parrot pleading and demanding to be sent back to his tropical “green” rain forest!! WATT??? © 2014 BrandID by design

projects OTHER NATIONAL MARKETING

YouTube commercial http://youtu.be/abDB14o8nvs www.brandIDbydesign.com

budget & schedule PROJECT

Total budget: $120,000

Budget: $10K - $20K per month for 6 months

6 Month National Marketing Calendar with budget points M1

Market Research Branding Development Strategy New Collateral material Advertising Campaign Social Network Campaign Ad Production

Campaign 1

Campaign 2

Campaign 3

Creative consulting National/Local Marketing Campaign

...continued success This calendar is a rough guideline for the scope of work proposed.

ÂŠ 2014 BrandID by design

advertising rates National average outdoor billboard costs: $1000.00 to $10,000.00 a month On average they rent for $500.00 to $8,000.00 a month, which varies with where and how many people actually view it. Of course a busy highway would cost more than a freeway that only sees ten cars a day. Plus design and installation fees which could run between $500.00 to $2,000.00. Total rough estimate = $1000 to $10,000 a month for outdoor advertising. National average bus advertising costs: • Bus Exterior Ads: Range of $150 - $4,500 per ad per 4 week period • Bus Stop / Bus Shelter Ads: Range of $150 - $4,500 per ad per 4 week period • Bus Interior Ads: Range of $20 - $125 per ad per 4 week period • Bench Ads: $75 - $500 per ad per 4 week period Range of rates depends on the timing, location and market.

Premium Magazine Positions

Why NOT choose us Simply put, if you choose us, we will give 200% to provide you with whatever it takes to hit your target goals for a powerful national marketing campaign.

We are a natural extension of your in-house creative team. • • • • • • • • • • • • • • • • •

Image branding Art direction Digital design Packaging Window & in-store display Signage & banners Video post production Outdoor and print advertising Creative marketing Social media Website Graphic communications Post production Trade show event Special exhibitions Public exhibitions This box of talent is bottomless...