Marketing Toolkit 2 by Rachel Mildon

work hubs

Flexible workspace for business

Marketing

Toolkit 2

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Introduction

Toolkit

Contents

Welcome to the Devon work hubs Marketing Toolkit 2, an easy to use guide that provides you with a range of resources to help launch, publicise and maintain the profile of a work hub. Backed by Devon County Council and utilising the Devon brand you can use these resources in your communications to position the work hub as a professional and reliable entity.

Why the Devon brand is important The Devon brand is an expression of the things we instinctively know make our county special. It dispels misconceptions, reflects who we really are and communicates the unique qualities of Devon. Building on the success of the Devon brand and incorporating its already recognisable image into your marketing helps create a stronger, consistent and more recognisable brand.

Colour options

Typefaces

5-7

Logo options

Logo usage guidelines

9-10

Logo with town name

Headlines & straplines

Suggested offers

13-24

Poster templates

Leaflet template

Email template

Press ad template

Roll up banner template

29-30 Advert/poster

footer examples

The Devon work hubs Marketing Toolkit 2 is one of two useful documents produced by Devon County Council for those wanting to start a work hub. If you would like further information about how to design and set up a work hub then please refer to the work hub Interior Design Manual 1 at:

Images

Website

devonworkhubs.co.uk

Basic marketing information

Top ten marketing tips

Radio script

Publicity checklist

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Colour options

Pantone: 124c CMYK: 5c 30m 100y 0k RGB: 255r 204g 0b Websafe: #FFCC00

Pantone: 158c CMYK: 0c 70m 100y 0k RGB: 255r 105g 0b Websafe: #FF6600

The red is to be used only for the logo and offers. PANTONE: 187c

Pantone: 397c CMYK: 30c 10m 100y 5k RGB: 204r 204g 0b Websafe: #CCCC00

CMYK: 30c 100m 80y 0k RGB: 153r 0g 51b Websafe: #990033

Pantone: 306c CMYK: 90c 0m 10y 0k RGB: 0r 204g 255b Websafe: #00CCFF

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Typefaces The following typeface is called Rockwell. It’s our primary typeface.

The following typeface is called John Doe. It is used in the work hubs logo.

Rockwell Light

This can also be used sparingly for extra emphasis on a certain few words. It works best in a different colour from the text around it, as shown here.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&*()£ Rockwell Regular

With this typeface less is more!

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&*()£

John Doe regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

The following typeface is called Verdana. It’s our digital typeface (for when Rockwell can’t be used).

1234567890!;:/?,.@*%&*()£

Verdana regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&*()£ Verdana Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&*()£

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Logo options

work hubs Positive basic version

work hubs Reversed colour basic version (Can be used on any of the other 3 Devon brand colourways as shown on page 9)

work hubs All white basic version

work hubs Positive mono basic version

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Logo options

work hubs

for business

work hubs

Flexible workspace

Flexible workspace for business

Positive version with definition line under

Positive colour version with definition line wrapped around

work hubs

for business

work hubs

Flexible workspace

Flexible workspace for business

Reversed colour version with definition line under

Reversed colour version with definition line wrapped around

(Can be used on any of the other 3 Devon brand colourways as shown on page 9)

work hubs

for business

work hubs

Flexible workspace

Flexible workspace for business

Positive version with definition line wrapped around

Positive version with definition line under

work hubs

for business

work hubs

Toolkit

Flexible workspace

Flexible workspace for business

All white version with definition line wrapped around

All white version with definition line under

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Logo options

The Devon County Council logo must be included on any communications that we support. Also the the District Council name (if supporting) and Department for Transport should be inserted as shown below. Your own logo is optional as long as itâ&#x20AC;&#x2122;s used in conjunction with the Devon work hubs logo and the DCC logo.

Examples: Supported by:

District Council name Department for Transport

Supported by:

District Council name, Department for Transport

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Logo usage guidelines The following apply to all the different versions of the logo.

work hubs

Exclusion zone: Please use the â&#x20AC;&#x2DC;Oâ&#x20AC;&#x2122; in Devon, in proportion to the logo size, as a guide for the area of clear space required around the logo.

Totnes

Do NOT distort the logo in any direction:

work hubs

Totnes

work hubs

Or use any other colours other than in the colour palette provided on page 4.

Totnes work hubs

Minimum size of any logo is 20mm high.

Totnes

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Logo with town name (good option for signage)

work hubs

Totnes

Barnstaple

work hubs

Totnes

Barnstaple

work hubs

Totnes

Barnstaple

work hubs

Totnes

Barnstaple 9

work hubs work hubs work hubs work hubs

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

logo/button options (good options for websites)

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Headlines & straplines for advertising, posters etc (Please see templates on pages 13 onwards, for examples of how they are used in the various layouts)

Suggested main headline options (approved) – must be followed by strapline below • Work from home, work from the hub • Quality time at the home office, quality facilities at the work hub • Work from home? Connect at the work hub • Devon home workers connect at the hub • It’s all at your fingertips at a Devon work hub • Always on the road? Reconnect at the work hub • Faster broadband? Get better connected at a work hub • Work at high speed at the hub. Fast broadband as standard • Fast broadband, great connections • Working on the go? Touch base at the hub

Strapline (approved single key message) • Get the best from both worlds

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Suggested offers To include in the red box or flash (see examples of how these can be used on following pages)

• Introduce a member & receive a £100 voucher to spend at the work hubs • Get your first meeting space FREE • Buy one work hub session and get one free (for the first 10 customers, for the first month)

• Join the work hub and get free business training and advice worth £100 • Join the work hub and have your website evaluated by our professionals • Free refreshments for you and your guests • Bulk buy discount on hourly rate

Of course you can use any offers you wish to, including your own, to increase bookings at the hub!

Suggestion of how to use these offers: We recommend these should be advertised one at a time for a duration of at least a month. Monitor how they are doing and keep a record so you can compare offer effectiveness. You could experiment and try without an offer on one ad and see how different the response is.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 1 (available separately for you to add your own image, text & logo) Please find images for the centre circle on our website. The centre circle is larger in this template and more suitable for photos showing a group or collaborative working. The red background shown here can be changed to another colour from the palette (see page 3).

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 1 (available separately for you to add your own image, text & logo)

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 2 (available separately for you to add your own images, text & logo) The two images in the following templates are interchangeable with those found on our website. We suggest you use a scenic image in the larger of the two image areas and a work hub person or activity in the smaller centre circle.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 3 (available separately for you to add your own images, text & logo)

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 4 (without photos)

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 6 (without photos)

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 7 (without photos)

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Poster template 8 (without photos)

Your logo

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 9 (without photos) This template has a larger image area, the text can sit over the image at the lower part as long as the text is clear. Alternatively you can fade the lower part of the image to black, so the text is clear.

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 10 (without photos) The following templates are designed to give you maximum creative flexibility to work the images and text in any way you wish.

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Poster template 11 (without photos)

Your logo

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Poster template 12 (without photos)

Your text

Your logo

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Leaflet template

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Email template

Get the best

me ho ub m the h m

Wor work k fr fro o

m fro

bo th worlds

work hubs

If you work from home or on the go, you may want faster broadband at affordable rates, professional meeting space, free business advice and the opportunity to work

Flexible workspace for business

with like-minded people.

Totnes

Work hubs are popping up all over Devon and could be your solution.

Address, Address details here, more address Address, Address details here, more address

Introduce a member & receive a

ÂŁ100 voucher to spend at the work hubs.

Your Logo

Supported by:

Tel: 01803 0000000 devonworkhubs.co.uk

District Council Department for Transport.

Click here to unsubscribe

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Press ad template

Get the best

e homhub om the m

Wor work k f fro r

m fro

bo th worlds

work hubs

Flexible workspace for business

Totnes Address, Address details here, more address details Address, Address details here, more address details

If you work from home or on the go, you may want faster broadband at affordable rates, professional meeting space, free business advice and the opportunity to work with like-minded people. Work hubs are popping up all over Devon and could be your solution.

Introduce a member & receive a

ÂŁ100 voucher to spend at the work hubs.

Your logo

Supported by:

District Council Department for Transport.

Tel: 01803 0000000 devonworkhubs.co.uk

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Roll up banner template

from hom k r Work from the h e ub o w

t Ge

th rl o eb w est f rom both

work hubs

Your logo

Flexible workspace for business

Totnes address: Address details here, more address details Tel: 01803 0000000 devonworkhubs.co.uk Supported by:

District Council Department for Transport.

Hidden area on roll at base of banner

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

advert/poster footer examples

work hubs

Your Logo

Totnes

District Council, Department for Transport.

for business

Supported by:

work hubs

Address, Address details here, more address details Tel: 01803 0000000 devonworkhubs.co.uk

Address, Address details here, more address details Tel: 01404 0000000 devonworkhubs.co.uk

Your Logo

Honiton

Flexible workspace

District Council, Department for Transport.

work hubs

for business

Supported by:

Address, Address details here, more address details Tel: 01271 0000000 devonworkhubs.co.uk

Your Logo

Barnstaple

Flexible workspace

Supported by:

work hubs Supported by:

District Council, Department for Transport.

Your Logo

Address, Address details here, more address details Tel: 01837 0000000 devonworkhubs.co.uk

okehampton

District Council, Department for Transport.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Advert/poster footer examples

work hubs

Flexible workspace for business

Totnes

Okehampton

Address, Address details here, more address details Address, Address details here, more address details

Tel: 01837 0000000 devonworkhubs.co.uk

Tel: 01803 0000000 devonworkhubs.co.uk

work hubs

Flexible workspace for business

Honiton

Barnstaple

Address, Address details here, more address details Address, Address details here, more address details

Tel: 01404 0000000 devonworkhubs.co.uk

Tel: 01803 0000000 devonworkhubs.co.uk

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Images on the work hubs website devonworkhubs.co.uk youâ&#x20AC;&#x2122;ll find a large selection of images to choose from. They have been specifically taken for use with this toolkit. Alternatively you could commission or source your own photography yourselves.

Totnes High Street

Toolkit

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Website How the homepage may look.

work hubs

Flexible workspace for business Sign in

Click here for your introductory offer

ÂŁ100

Ask Deborah Santo dolut labor seque pedia simolecto que doluptas expliam, sae. Musda possus maximi, secto et int restiandit que plab imnven tionsed eum harunt aut mi, ant, im et voluptatur?

Click here

worlds. h t W o bo

Introduce a member & receive a voucher worth to spend at any Devon work hub.

Forum

Home

ho rom me, w f o rk

bes t f r o the m et G

everis que con consequo to. More... More

Invite your clients

the h u from b. rk

Barnstaple Exeter Book a meeting Exmouth Honiton Newton Abbot How it works Okehampton Santo dolut labor sequePlymouth pedia simolecto que doluptas expliam, sae. Musda possus maximi, Tiverton secto et int restiandit que plab iminven tionsed eum harunt aut mi, ant,Torquay im et voluptatur? Et amus sum et ut alicil minverum Totnesium et quam

Choose your hub

Supported by:

Department for Transport.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Basic marketing information

Best practice case studies

The most important part of marketing is being able to communicate effectively with your customers. Before you begin any marketing activity, you should consider –

A collection of case studies that show how marketing initiatives can really benefit your business will be added as work hubs within the network carry out their own marketing activities. Learn from other success stories to further your work hub.

• Who your customers are • Your marketing budget • Your marketing objectives

Social Media

The most important thing is that all communication with your customers should be properly planned. once you have identified your target audience, you then need to consider –

Facebook and Twitter can be great FREE marketing tools, as your customer base will be tuned into using these. Therefore we advise that you use them and their logos (shown below).

• The message you want to get across • The communication tool you are going to use • How will you measure their effectiveness Ideally, you should develop a marketing plan for your work hub in order to lay out your way forward over the next year or more. This will help you develop a more targeted advertising campaign and know where your work hub is headed. You should try to use a combination of marketing communications –

• • • • • •

Telephone Direct mail Internet and E-marketing Email Direct sales PR

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Top ten marketing tips

1 2 3 4 5 6

Research

For advertising to work correctly you need to know your market and your customers. The best way to do this is through research. You need to establish the size of your market and your type of potential customers.

You will need to target your existing and new customers. It is a lot easier to sell to an existing customer than to a new customer. once you know which kind of customer you want to target, you will be able to do more efficient, cost effective marketing.

You need to identify what is special about your business that gives you an advantage over the competition. You can have different selling points for different types of customers that you should be able to include in your marketing activities.

Categorise your customers

Select groups of customers that will respond to particular messages. This relates back to your unique selling point where you can use your special qualities to gain the edge over the competition.

Sell your benefits

Make sure you relate everything back to the benefits the customer will get. Translate what you offer in a way that draws the customer in.

Know your customers It is helpful for you to keep a record of your customers, and potential customers. This record can then be used to develop a contacts database for future targeted marketing for various offers.

Advertising can be expensive, so it is important that you identify the right media for you to reach your intended audience. Before you advertise in publications you need to consider –

Target your customers

Your unique selling point (USP)

Consider your choice of marketing

• The audience of the publication, is it your target audience?

8 9 10

• The cost of the advert compared to how many bookings you will need to pay for it.

Web development

Make sure your website is well designed and informative. Use search engines for maximum search optimisation.

Existing customers

Your existing customers are very important, as word of mouth is a powerful marketing tool. Ensure that you keep them informed of special offers and new products.

Learn from experience

You need to measure the effectiveness of your marketing to know what does and doesn’t work. You need to keep track of where your customer hear about you to know which area of advertising is working for you. If your advertising isn’t working, then don’t carry it on.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Toolkit

Radio script

ri pt

Below is a sample radio script.

Voice over:

Do you work from home, or are you out and about in your job?

Maybe a Devon work hub can help.

Work hubs are flexible workspaces for small businesses. Youâ&#x20AC;&#x2122;ll find professional office space for meetings or a quiet space to work, faster broadband, free business advice and the opportunity to network with like-minded people.

Sa m

For more information about the (town) work hub call 01234 123 456 or visit devonworkhubs.co.uk. Work from home, work from the (town) hub and get the best from both worlds.

work hubs

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

Publicity checklist Logos So that Devon County Council can ensure the correct use of its logo and the Department for Transport name, please send draft publicity to the Economy and Enterprise work hub team.

Finished resources It would be useful to keep track of what you are doing to publicise your work hub. Please send copies of your publicity and media releases to the Economy and Enterprise work hub team.

Using the toolkit If you need any help or advice about the use of this toolkit, please contact the Economy and Enterprise work hub team.

Further information Economy and Enterprise work hub team

01392 3 8 2 8 3 7 01392 3 83 194 Email

Rachel.mildon@devon.gov.uk Steve.turner@devon.gov.uk

Toolkit

work hubs

Flexible workspace for business