ASSESSMENT OF NEEDS The School of Traditional Western Herbalism takes place in temporary spaces, and is planning for a permanent location in the future. They teach workshops and hold a unique three year herbal studies program for both the beginning herbalist and clinical herbal practitioner. Courses are a blend of traditional herbal wisdom, plant energetics, clinical skills, plant identification, wild-harvesting, medicine-making, plant pharmacology, modern bio-medicine, and a variety of interesting special topics. The target audience has some knowledge of herbalism. They tend to view modern medicine as more harmful than helpful—and view naturopathic medicine as more in tune with the body and nature. Reinforcing STWHs alignment with the concerns and ideals of the target audience are key to building client-base. Simple, handcrafted details will carry far with the target audience.
UNIVERSAL MESSAGE The STWH is a school of highly knowledgeable and well-known herbalists that teaches students how to use natural plants as remedies to heal body and mind. It does this taking into consideration the well-being of both the individual and the planet.
BRAND EXPRESSION The School of Traditional Western Herbalism will be perceived as a professional resource for plant medicine education based on health and wholeness of the body, mind, and spirit.
GOALS Distinguish The School of Traditional Western Herbalism as a business with an authentic identity and strong sense of connection to their target clientele. Integrate traditional styles of marketing with non-traditional marketing to showcase the main strengths of The School of Traditional Western Herbalism as a leader in the world of herbalism teaching. Develop a system of templates and guidelines that the School of Traditional Western Herbalism can use to have brand cohesion with all aspects of their marketing campaigns. Develop a strategy for printing that will be highly functional for high end detailed product but also be sustainable for the school to keep a low cost.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
BRAND ATTRIBUTES Knowledgeable Respected Healing Spiritual Holistic Botanical Community Craft Pure Essential Therapeutic Naturopathic Consciousness Awareness Unprocessed Skilled Practitioners
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
LOGO & VARIATIONS The logos can be placed on any object or mailing materials. The colors used are Traditional Red and Traditional Black. For printing purposes the size dimensions are shown next to the logos.
2.03 ” x 4.635”
1.20” x 2.75”
3.06” x 7”
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
WORD MARK & VARIATIONS The work mark can be used on any product or letterhead that the school finds acceptable. The size of the word mark can be resized due to the different size of products it can be placed on.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
IMAGE PATTERN
T TYPEFACE
t
C = 40 M = 40 Y = 40 K= 40
C = 15 M = 100 Y = 100 K= 0
COLOR PALETTE Taking various shades of tans, wood, khakis and recycled print to use as packing and stationary units. The bold use of the colors black and red is the color to be used on the stamping logo.
Ommes Light Ommes Light
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
STATIONERY SET Using recycled paper is the preferable method to use when printing out letterhead. The product shown is the Greengrocer .
Dear (student name) You are receiving this letter as you are officially registered for the Foundation Course of the Herbal Practitioner Training program at the School of Traditional Western Herbalism. We want to extend a warm welcome to you and are looking forward to having you as a student in next year’s program. We wish you a wonderful plant medicine journey as you continue to deepen and expand your herbal knowledge and experience.
Business Card 2” x 3.5”
HANNA JORDAN PROGRAM DIRECTOR
4642 NE 32 ND PLACE PORTLAND, OREGON 9721 1 por tlandherbalschool.com
We have a lot that we are very excited about next year including an interesting and very passionate group of students, excellent instructors, an inspiring and rigorous combination of field work, lectures, discussions, and plant attunements, and of course, the teachings of Matthew Wood. To help you prepare for the class we will send you a recommended reading list and keep you up to date on important information via email. The reading list and syllabus will be sent out in the next month.
4642 NE 32nd PLACE PORTLAND, OREGON 97211
( 5 0 3 ) 4 5 3 - 570 8
Back
Front
Many Green Blessings~ Hanna & Chris Program Directors
Stationery 8.5” x 11”
Envelope
4.125” x 9.5”
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
ADVANCED COURSE WELCOME LETTER
Dear (student name) You are receiving this letter as you are officially registered for the Advanced Course of the Herbal Practitioner Training program at the School of Traditional Western Herbalism. We want to extend a warm welcome to you and are looking forward to having you as a student in next year’s program. We wish you a wonderful plant medicine journey as you continue to deepen and expand your herbal knowledge and experience. We have a lot that we are very excited about next year including an interesting and very passionate group of students, excellent instructors, an inspiring and rigorous combination of field work, lectures, discussions, and plant attunements, and of course, the teachings of Matthew Wood. To help you prepare for the class we will send you a recommended reading list and keep you up to date on important information via email. The reading list and syllabus will be sent out in the next month. Many Green Blessings~ Hanna & Chris Program Directors
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
SOCIAL MEDIA & EMAIL BL AST TEMPL ATE To promote an online presence and keep cost down, using social media outlets is a great way to get the word out about the school.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
FLYER HANDOUT & POSTER
Now accepting applications for 2011 The School of Traditional Western Herbalism provides an inspiring and rigorous blend of traditional herbal wisdom, plant energetics, clinical skills, plant identification, wild-harvesting, medicine-making, plant pharmacology, modern bio-medicine, and a variety of interesting special topics.
Our 9-month courses offer unique portlandherbalschool.com
opportunities to study with some of the most respected and knowledgeable herbalists in the country.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
BLUE SKY
This is a mobile school on wheels. Hanna can set up shop anywhere! She can show perspective students different herbs and hand out her flyers about the school.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011
BUDGET SHEET
PRODUCT QUANTITY
PRICE
LETTERHEAD
X 500
$ 34.65
ENVELOPE
X 500
$ 116.64
BUSINESS CARDS
X 5000
$ 182.00
EMAIL BLAST
X1
$ 30.00 / month
SOCIAL MEDIA
X2
$ 0.00
POSTERS | FLYER
X 60 (30 each)
$ 93.00
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011