BrandID - Kahn Center by Clark Fairfield

brandID 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

The Kahn Cosmetic San Francisco, CA. www.sf-plastic-surgery.com Dr. Kahn has over 30 years of experience in giving cosmetic surgery patients a way to change some aspect of their appearance through both surgical and nonsurgical means. This is done in his accredited operating room located in San Francisco. Since 1978, Dr. Kahn has performed over 7000 surgeries, as well as developed new ones like the New Lift. The Kahn Center for Cosmetic Surgery is accessible from anywhere in the Bay Area, as well as San Jose. We offer cosmetic surgery in a state-of-the-art facility that uses the latest equipment and techniques available. We have a dedicated staff that has been part of Dr. Kahnâ&#x20AC;&#x2122;s practice for over 20 years. 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 give a face lift to your current image branding. The current logo brand does not reflect the innovative techniques and beautiful results that you offer your customers. 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.

suggested logo facelift...

ÂŠ 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 adds more credibility and beauty to your brand. I would also include a powerful tagline, slogan, or jingle 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

if?

WHAT

we capitalize on the beautiful transformation that your cosmetic artistry provides to creative a gorgeous commercial for marketing and advertising to work towards...

- First, elevating the current brand - Second, fine tune your messaging - THEN, develop a stunning campaign that will CONTINUE to grow the brand and your services in a fresh

ÂŠ 2014 BrandID by design

new light

Instead of recreating what you have already done for advertising, we use my background in broadcast creative services to focus the budge on creating a sexy eye catching commercial ad campaign with local on-air ad placement in the SF/Bay Area markets. For example; Research shows high reviews for with astound cable company which could be a fantastic place to strategically run commercial ad placement. Online commercial video ads are another excellent way to generate more business.

ÂŠ 2014 BrandID by design

NEW MARKETING COPY It all begins with a desire to see yourself differently. That inner desire leads to an outer change. And when the image in the mirror reflects the changes you wanted to see you become transformed both inside and out. When we decide to make these changes the question of who to trust becomes essential. Decisions like these cannot be taken lightly, and trust must be earned, that’s why for over 30 years Dr. Kahn Cosmetic has earned the trust of thousands of patients. Since 1978 Dr. Kahn has transformed lives by both surgical and nonsurgical means. Performing over 7000 surgeries, Dr. Kahn is one of the most innovative and sought after cosmetic surgeons in the Bay Area. Along with traditional techniques Dr. Kahn has also developed new ones like the New Lift. Today’s society appreciates convenience so The Kahn Center for Cosmetic Surgery is easily accessible from anywhere in the Bay Area, as well as San Jose. Seeing yourself differently also means seeing yourself in a state-of-the-art facility with the latest in cutting edge equipment and techniques that will deliver the vision you hold for yourself. With a dedicated and passionate staff that has been part of Dr. Kahn’s practice for over 20 years, The Kahn Center for Cosmetic Surgery stands behind its reputation for integrity and excellence in the field. Dr. Kahn and his staff are committed to making the vision you have for yourself come true. When you arrive for your consultation they will work closely with you to achieve the results you want, offering services like:

• Nose Surger (rhinoplasty) • Asian rhinoplasty • Facelift • Eye Lift • Breast augmentation • BOTOX Cosmetic • Ear Pinning • Liposuction

However you want to see yourself, The Kahn Center for Cosmetic Surgery will provide you with all you need to see the reflection you wish to see.

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

Budget estimate: $35,440

Although the budge calls for a 1k - 3k the total budget would be better served as less of a monthly retainer, but more of an overall ad campaign budget that quickly gets the campaign going. If spring and summer are already your busiest time of year, this would be the best time to start building your campaign.

6 Month SF/Bay Area Marketing Calendar with budget points. M1

Rough Budget Est.

$1440

Market Research Branding Development Strategy New Collateral material

$7200

Advertising Campaign

$3000

Social Media Online Ads

Post Production (location, casting, talent, V.O., script, videography, hair/make, editing, etc.)

Ad Production Creative consulting

Commercial Campaign

Local Cable TV Ad placement

$10800 ads can run indefinitely ...for continued success

This calendar is a rough guideline for the scope of work proposed. This condensed calendar can also be extended to your 12 month request, but my goal is the quickly provide you with the tools and results that will enable the campaign to continue on its own. ÂŠ 2014 BrandID by design

$6,000 $7,000

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 advertising and marketing campaign in the San Francisco/Bay Area.

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...