Civic Choices Make it happen.
Campaign Book
page 1 Intro
Make it happen. Civic Choices’ tagline is a simple statement,
meant to provoke and encourage participation. It is a call to action, a call for every person, of any color, any ethnicity, in any city or state, who desires to be counted, to be a part of the discussion, that wants more, that wants better.
Civic Choices knows that education is the first step in the journey for positive change.
Civic Choices Make it happen.
page 2
Core Values, Look & Feel. . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 3 Color Scheme. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 4 Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 5 Logo (basics). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 6 Logo (treatments). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 7 Logo (Continued). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 8 Competitive Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 9 Audience (Target Market). . . . . . . . . . . . . . . . . . . . . . . . pg 10 Imagery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 11 Media Mix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 12 Broadcast Media & Merchandise. . . . . . . . . . . . . . . . . .pg 13 Out of Home. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 14 Digital Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 15 Social Media & Interactive. . . . . . . . . . . . . . . . . . . . . . . . . . .pg 16 Print. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .pg 17 Potential Growth/Future & Adaptability. . . . . . . . . . . ..pg 18
Contents
Contents
Core Values page 3
Confidence
Pride
Accessibility
Encouragement
Look & Feel page 4
Patriotic
Uncluttered
Stylized Stars & Stripes
Comfortable
page 5 Persona
Sally Strong’s kids love to play ba neighbohood park was destroye kids played in the parking lots kids almost got hit by a car s lots. Sally decided to do s called the city and ask donations.
She presented t the parks a priority to prepare for the c needed to succeed.
the petition signatures at the city council who voted to make repairing y. Sally used Civics Choices to learn how to create the petition and how city council meeting. Civic Choices provided Sally with all the tools she
page 6 Persona
asketball but their ed in a storm. So, the s, but one day a couple speeding through the something about it. She ked how she could help. She gathered 8,000 signatures and $12,000 in
page 7 Colors
Red, White, & Blue
with grey & black accents Pride CMYK 0 100 100 0 RGB 237 28 36 #ed1c24
Honest CMYK 0 0 0 0 RGB 255 255 255 #ffffff
page 8
CYMK 100 100 0 0 RGB 46 49 146 #2e3092
Accessible
CMYK 36 28 27 0 RGB 167 169 172 #a7a9ac
Goals
CMYK 0 0 0 100 RGB 0 0 0 #000000
Colors
Confidence
Typography page 9
Easy to read friendly curvilinear type Headings Myriad Pro Bold Civic Choices is there to help you find your way.
The choices of type are meant to increase readability for us typestyles are open and friendly.
Myraid Pro and Avenir are suggested by the American Disa chapter titles, etc. A simple serif font, such as Superclarendon, i blocks of type.
Make it happen.
Body Copy Superclarendon The text of all materials should be be east to read.
sers of Civic Choices’ products. The headings and caption
abilities Act as good typestyles for headings, subheadings, is easiest to read when dealing with smaller font sizes and
By making Civic Choices’ materials easy for people with vision issues, it increases the readilbilty for everyone. Democracy does not work if it excludes groups of people. These font choices uphold the prinicples and core values Civic Choices endorses.
Typography page 10
Captions Avenir All of Civic Choices imagery should be east to idenitfy.
page 11 Logo
The logo should consist of the words Civic Choices in Myriad Pro Bold font and in the Confidence Blue (color defined previously). The logo mark should sit in the space after “civic” when Civic Choices is aligned left and set one above the other. Myriad Pro is a simple sans serif font with clean curivlinear look. The logo mark is a stylized five-pointed star shape made of curved arrows, all pointing inward. The star shape is an allusion to the stars on the American flag, while the arrows represent the flow of government and information from the people to their government.
Civic Choices Civic Civic Choices Choices
This is a visual interp
“a government and by th
page 12 The Civic Choices logo should appear in full color when possible. However, a single color black or white version can be used on products, merchandise or single color publications. Either of these three versions can be used as a transparent logo. Opacity should be set 30%.
pretation of the phrase
t for the people he people.�
Civic Choices
Civic Choicces Choi Civic Choicces Choi
Logo
The soft edges and curved shapes of the logo is a first step in eliminating any apprehension a user might be bringing with them when looking for information. The logo and logo mark are the friendly and welcoming face of Civic Choices.
Logo cont. page 13
Logo Treatments On the previous page you were given examples of the three major variations of the logo. The logo mark may be used without the logotype in various ways. However, do not overuse the logomark to such a degree that it becomes indistinguishable from an asterisk. When the mark is used on its own, it should be presented in an equivalent ratio, 2x2, 3x3, etc.
A single arrow may be used in order to show logic flow in infographics. The entire star shape may be used in lieu of a bullet point to highlight specific information. Maintain a perimeter 1x2 ratio equivalent to one of the arrowheads. The entire logo, type and mark, should maintain a 1x2 ratio.
Civic Choices
1x2 ratio
Maintain a clear perimeter around the logo equivalent to the width of the “s� is Choices. Do not place the logo on a background with a strong linear desgin or texture, like wood grain or brick patterns. Only use the single color white version on dark backgrounds.
Logo cont. page 14
s
s
Civic s sChoices Do NOT allow type or images encroach on the negative space like this
Civic Choices
Civic Choices
Do NOT place the color version on dark backgrounds. Always use the single color white version.
Civic Choicces Choi Soft gradients or textures ike sponge with low contrast and low relief compliment the
Civic Choices logo.
Competitive page 15
Political
DoE moving from PASS objectives to STEM leaves out civics
Economic
Lack of funding to and from non-profits
Social
Increased activity in social media alllows easy flow of ideas
Technological
Only 53% of the population has access to the internet
There are a handful of civics education/engagement organizatio market: either primary or secondary schools.
All of them focus on promoting citizen understanding of the gov to engage.
Most of the marketing for those organizations are geared towar in place there. Social media is a major part of their strategy.
There is a lack of focus by these organizations in reaching the n age children.
This is where Civic Ch
- People want to be involved. They like to think they are involved.
W- Activities requiring more time = less commimtment
O
- Capitalize on increased awareness about civics education
T - Lack of devoted funds for
civics & lack of confidant participation
ons around the country but all of them are focused on the student
vernment processes and look to provide opportunities for students
rd school campuses and use the information infrastructure already
non-student market: working adults, and even parents of school
hoices needs to start.
Competitive page 16
S
page 17 Audience
If we supply the parents with opportunities and educational materials to supplement their children learning experience then the parents are more likely to become involved and they will learn along their children.
page 18 Demographics Male & Female 25 years - 60 years Defining characteristics: desire to be involved Baby Boomers
Gen X’er
Years born
1946-1964
1965-1980
1977-1994
% population
75 million
50 million
79 million
Values
optimism, team
diversity, practical
success, goals
Characteristics Social Media Use
idealist, ambitious adaptable, self starter Facebook, email
Facebook, Youtube
Millennial
eager, loyal Twitter, Snapchat
30-60 year olds 18% get their news from Twitter primary social media platform is Facebook. Millennial generation is increasingly participatory and is driven to have value based experiences. They want to know that their work is meaningful and therefore will be more likely to continue to be proactive audience. Only 53% of the population in the US have consistent access to the Internet. Baby boomers prefer face to face interaction, Gen Xers are more likely to call, Millenials will text primarily to communicate with friends, family, and or strangers.
Audience
P
page 19 Imagery
All images used in Civic Choices’ materials will be chosen by the activity protrayed in the image. Imagery needs to show a diverse audience so that any person looking at Civic Choices’ materials will be able to relate better to the story being relayed.
Imagery
page 20
TV & Radio page 21
Televsion and radio advertisements will play an important role in Civic Choices media mix. The ads will present information about government, illustrating the many ways people benefit from government institutions, policies, and regulations. Another version of the advertisements will be testimonials from Civic Choices’ users telling their story about how Civic Choices helped them achieve their goal.
TV Logo
Talk radio streaming services
Stationery Brochure Merchandise
Radio Out of Home
Newspapers
Magazines
Print DIY
podcasts
Civic Choices
Tutorials
Testimonials Partnerships Lesson Plans
Social Media
billboards transportation ads Sports events Rally’s
Browser Ads Website Mobile App Interactive Digital
Media Mix page 22
The media mix will be a varied and diverse campaign strategy in order to meet the needs of the Civic Choices’ audience. Infographics will be included in all aspects of the mix. Below is an example of one of the graphics.
Merchandise page 23
Civic Choices will also have a variety of promotional
merchandise available as prizes, free give aways, and for sale on the website. These types of items will all have a practical and utilitarian aspect to them, driving home the point that government is meant to be used by the people for which it is built. Here are some examples of merchandise.
Merchandise page 24
Out of home page 25
While a large portion of Civic Choices audience will be reached via the internet and broadcast media. Outdoor advertising and participation in community events will be necessary to reach other sections. Here are examples of some outdoor ads and a tradeshow style booth setup that will be able to travel to events like fairs and festivals.
Out of home page 26
Pew Research estimates that around 15% of Americans do not have regular access to the internet.
Digital
page 27
page 28 Digital Through the increase in mobile devices, digital media outlets will be a great way to reach the various generations trageted in Civic Choices market. Internet browser advertisements, banner ads on targeted websites will be created in addition to the website and mobile app. Advertisements that will appear on streaming content services like Hulu, Netflix, Vudu, etc will be appropriate to reach the target market.
Interactive page 29
Different channels should be used to reach different audience segments. The content on each channel will differ slightly from each other depending on the age group that primarily uses each channel.
Interactive page 30
Having dynamic resources will be vital to Civic Choices’ success. Through social media Civic Choices will be able to stay in contact with its’ audience and the audience members will be able to stay in contact with each other. The social media platforms and interactive elements will help build communities of support building up the levels of confidence a new visitor will encounter.
page 31
page 32 style guide outline previously and will include business stationery: letterhead, envelopes, business cards, and a set of brochures. Print advertisements will be placed in major newspapers and magazines. In each community we will identify the channels that promote community events and unique characteristics of each town. Connections will also be made with the local activitsts organizations and supply materials with those offices and organizations.
Civic Choices print media will consist of adhere to the
Future
page 33
There will be many areas to expand and to adapt
Choices’ media materials.
Civic
Educational materials for kids and parents Study guides & Lesson plans for people seeking citizenship Volunteerism & Activism promotions. Lesson plans for teachers Environmental issues - Global Warming
The logo mark for Civic Choices can be adapted by a color change in order to help identify different sections of focus for Civic Choices. For example, if Civic Choices wants to expand into environmental issues, all materials devoted to climate change regulations can be designated by a green five-pointed star. Fundraising events and materials could be designated purple.
page 34 Future
Potential Areas for Growth and Adaptability Logo
Am I able to Vote? Are you human? Yes
No
Are you a US Citizen? I’m not sure
Yes
No
Were you born in the US or on a US military base? Yes
Is at least one of your parents a citizen?
No
Are you at least 18 years old?
Yes
No
No
Yes
Have you registered?
Yes
Do you want to vote?
No
Yes
No
Do you have internet access?
Yes
No
Is there an election Is there a public library near you? Yes
Yes
No
No
Is there a military
Is the a DMV or tag agency near you?
near you? Yes Yes
No
No
Do you have a photo ID? Yes
No
Are you able to get one? Yes
No
Do you have something with your current address?
Yes
No
Congratulations, you are eligible to vote! Complete your registration & check the location for your local polling station.
Maybe next time. Check out the Civic Choices website to learn how to become eligible before the next election.