Project Book Basket Crazy by Angela Hunt

Custom Gift Baskets

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Project Booklet

Bakset Crazy Ć&#x2013; Rebranding Campaign

An insight study of rebranding Basket Crazyâ&#x20AC;&#x2122;s gift baskets

TABLE OF CONTENTS

Research 1.0

Style Guide 3.0

Creative Development 2.0

Final Designs 4.0

1.1 Rebranding (Research Paper) 1.2 Communication Brief 1.3 Creative Brief 1.4 Demographics 2.1 Logo 2.2 Design Research 2.3 Moodbroards 2.4 Print Ads 2.5 Web 2.6 Motion Graphics

3.1 Color Palette 3.2 Print Collateral 3.3 Logo Specs 3.4 Font Choice

4.1 Business Stationary 4.2 Digital Media 4.3 Packaging 4.4 Promotional Items 4.5 Advertising 4.6 Others

TEA TIME

HOILDAY CLASSIC

RESEARCH 1.0

1.0

1. 1 Rebranding (Research Paper) 1.2 Communication Brief 1.3 Creative Brief 1.4 Demographics

“I don’t think you ever stop giving. I really don’t. I think it’s an on-going process. And it’s not just about being able to write a check. It’s being able to touch somebody’s life.” Oprah Winfrey: 07

Bakset Crazy Ɩ Rebranding Campaign

n the last two years Basket Crazyâ&#x20AC;&#x2122;s has shown a high

year home-based gift basket business. The paper equate

decrease in revenue. While most gift companies have

the effectiveness of a recognizable brand logo and updated functioning web site. This analysis of market strategy for

have hindered in this company. This review will examine

Basket Crazy, points outs the need for a media campaign

the effects of how a successful marketing strategy, cam-

which addresses unique design concepts and will approach

paign and establishing brand identity, can have on a ten-

a solution.

ABSTRACT

maintain capacity in this down economy, certain factors

Research Paper 1.1

steady client base the last two years, business has declined due to the housing market, high unemployment rate, and economic downfalls.

asket Crazy is a licensed sole proprietorship home-based business, operating for ten years in the Las Vegas, Nevada area. It has

shown signs of promise at times but recently there has been a decrease in sales. Basket Crazy offers a wide variety of gift baskets for any occasion imaginable. Gourmet food, bath and spa, time capsules, and welcome to Vegas gift baskets are some of the various designs created daily. Basket Crazy’s loyal customers have been casino executives, real estate agencies and, friends and family that order seasonally. Being in business for ten years and having a sole proprietorship has limited the ability of establishing a recognizable brand logo, web site and identity for Basket Crazy. The web site that is operating to date is too bright, has no logo in place, the information brief and lacking a design concept. Although this company has maintained a

Basket Crazy’s mission is to provide an outstanding gift

experience by designing one of kind, unique gift baskets. To be honest, trustworthy and maintain the integrity of fair business practice at all times. Expand the brand to show growth, innovation, and new products and to thrive for success as we take this brand into a new era.

Basket Crazy’s vision is to obtain a brand through a new

logo design and web site, ensure growth in this gift basket market, leave brand recognition in the minds of the consumers, and use artistic abilities to create new design themes and concepts for the new generation of clients.

The gift basket industry takes dedication and patience.

Investing time in education of new trends in the industry is a must. Books, video, seminars, and artistic ability are tool you have to maintain continuously on your own.

Many unforeseen obstacles can hinder a home-based

business such as cancelled orders, out of date food products, seasonal items, unsavory clients, and the latest lost revenue

Bakset Crazy Ɩ Rebranding Campaign

due to identity fraud.

The Internet is proven to be

ens the design decisions. Designers’ intentions reflect

privacy of your office or home. Gift baskets are pur-

visual aspects, brand reinforcement, innovation, and

chased widely through these means. To date, many gift

favorable experience for the consumer.

basket businesses have not captured a great deal of

business through an Internet presence.

of the demographic reach, maintain and develop new

consumers and the integrations of the logo design will

Keeping up with the latest trends, enhancing

RESEARCH PAPER

the fastest way to order various merchandise from the

A combination of the media mix, expectations

artistic abilities and protecting online information of the

measure the effectiveness of this campaign. The key to

customers and business is why this project is compelling

success in implementing a marketing campaign is the

and should be addressed and has examined that owning

process. While most marketers have found an immedi-

a home-base business is profitable and that the use of a

ate jump in responses from converting a mass market-

web site may increase profits.

ing campaign to the more targeted direct marketing

campaign format, the real prize for direct marketers is

When dealing with consumers the two things a

designer or the campaign should address are, ‘what are

the continued relationship building with prospects that

you saying’ and ‘whom are you saying it to?’ Following

gives better responses with every subsequent cam-

these statements will lead to the development of a cam-

paign recognition.

paign concept. Knowing the demographics and target audience of the campaign will assist in the marketing objectives. Design decisions and the media mix will interpret the manner in which to reach and expand your demographics and develop new customers.

Design decisions are crucial in establishing brand

identity. Researching the product to gain insight strength-

SUMMARY

n conclusion, by categorizing the methods used in creating an effective brand and campaign for a home-based gift basket company, the

future of Basket Crazy can be carried through the already established excellence that has been implemented with the assistance of the SWOT analysis. The lack of an identifying logo and access to online orders along with the low economic state of the country will be a determining factor in the developing of a strategic campaign. This can be achieved through the

ability to expand and increase volume for more of a reach with an effective marketing campaign. Rebranding, unique selling propositions and the vision will be the main focal points in defining the target market and demographics to enhance niche-marketing parameters. By establishing the right media mix and maintaining budget restraints Basket Crazy can increase sells through visual brand recognition, social media outlets an a updated functioning web site.

Bakset Crazy Ć&#x2013; Rebranding Campaign

Are gift basket businesses selling lots of baskets on the Internet? (n. d.). Gift Basket Business â&#x20AC;&#x201C; Gift Basket FAQ Fre

quently Asked Questions. Retrieved April 8, 2011, from http://www.giftbasketbusiness.com/faq.htm

www.lasvegassun.com/news/2011/ apr/04/slow-growth-could-mean-high-home-vacancy-rates-yea/

Best, K. (2006). Design management: Managing design strategy, process and implementation. Switzerland: AVA Publishing.

REFERENCE

Berns, D. (2011, April). Slow growth could mean high home vacancy rates for years. Las Vegas Sun. Retrieved from http://

Capsule, (firm). (2007). Design matters// Logos: An essential primer for todayâ&#x20AC;&#x2122;s competitive market. Beverly, MA: Rockport Publishing.

Graham, L. (2005). Basics of design layout & typography for beginners. (2nd ed..) Canada.Thomson Delmar Learning.

McCLain, N. (2010, September). How to protect yourself from online predators. Retrieved April 9, 2011, from http://maga

zine.angeslist.com/computer-repair/articles/how to-protect-yourself-from-online-predators.aspx

Ninety-three percent of companies now use social media marketing. (2011, April). Creating more relevant interactions. Re

trieved from http://www.ricg.com/ marketing_articles/digital_marketing/ninety_three_percent_of_companies_

now_use_so cial_media_marketing_/

Parente, D. (2004). Advertising campaign strategy: A guide to marketing communication plans. (3rd ed.) Tennessee:

Middle Tennessee State University.

8 Tips For Selling A Direct Marketing Campaign. (2007). L2. Retrieved April 8, 2011, from http://jobfunctions.bnet.com/ab

stract. aspx?docid=976129

Communication Audit 1.2

asket Crazy has been in operation for ten years

Basket Crazy is in competition with major companies

and of the time it has yet to advertise, use the

such as Harry and David, Bath and Body Works, Hallmark and

Internet to attract more customers or have a

Wine Country Gifts. These companies are widely recognized

recognizable logo. This company is a home based sole pro-

unlike Basket Crazy. Harnessing promotional avenues for their

prietorship based in Las Vegas, Nevada. This company has

products could guarantee a rise in revenue. Creating an effec-

maintained its customer base through word of mouth and a

tive marketing and advertising campaign is needed to bring this

poorly designed web site that is only used for contact informa-

company customer base and revenue up. Increasing aware-

tion. Basket Crazy offers a wide variety of gift baskets for any

ness is the main goal of this company. Basket Crazy needs to

occasion imaginable. This company can benefit by establishing

utilize the Internet through their web site and take advantage of

a web site that can reach and establish a larger customer base,

the webs user ability as a order platform not just a contact base

also through mail fliers, newspaper ads and other gorilla media

information site.

such as web banners.

Bakset Crazy Ć&#x2013; Rebranding Campaign

one-of-a-kind designs. •Baskets can be designed a with a unique individual in mind or customized for any occasion. •Offers a wide variety of items to choose from, which can satisfy almost any ones taste. •Baskets can be designed with your company’s logos or theme in mind or sports team. •Basket crazy excepts multiple forms of payments and can be shipped to most locations outside of the Las Vegas area. •Designs can be from simple to spectacular in size and price so that they can reach a wider customer base. •Has donated to local charities fund-raiser over their ten years in the business

COMPANY ANALYSIS

•Home based gift basket company that specialize in

CRATIVE BRIEF 1.3

asket Crazy’s lack of a identifying log and ac-

due to the fact that the industry is on going in terms of sales.

cess to online orders along with the low eco-

Competition from major distributors that carry high volume

nomic state of the country will be a determining

and on-line sites don’t offer the personal touch of a one of kind

factor in the development of a strategic campaign. This can be

design themes, concepts and motifs for all occasions, which is

achieved through the ability to expand and increase volume for

Basket Crazy’s unique selling propositions. By establishing the

more of a reach, establishing a basket of the month club, giving

right media mix and maintaining budget restraints Basket Crazy

back to the community through charitable basket donation and

can increase sells through visual brand recognition.

Bakset Crazy Ɩ Rebranding Campaign

Logo Design Wed site Reconstruction Print Ads

Scope Design a logo and web site that will make the reach of Basket Crazy greater than the Las Vegas area

Media mix 5-7 months

Concept

BRAND DEVELOPMENT

Deliverable & Timeframe

The concept is developing brand indenity. Being a home based business that has been in operation for ten years without a logo or web site has hindered future customers to recognized this brand. Rebranding will gain revenue. Establishing a marketing strategy through fliers, newspaper ads and other gorilla media with in the allotted budget.

BRAND MISSION &

Strengths

VISION

• Lower over-head and flexibility, personal touch of a

VISION

• Designs for every occasion

one of a kind design, • Local vendors for supplies at a moments notice

Brand Mission To provide an outstanding gift experience, by designing one of a kind unique gift

• Wide range of prices and sizes of products • Keeping up with new trends in the market artistically

S O

baskets. To be honest, trustworthy and maintain the integrity of fair business practice at all times. Expand the brand to show growth, innovation, new products and thrive for success as we take this brand into anew and promising era of gift giving.

Opportunities •Ability to expand and increase volume for more of • Establish basket of the month club for frequent customers • Give back to the community in form of a donation • Industry is on going in terms of sales

Bakset Crazy Ɩ Rebranding Campaign

a reach

Weaknesses • No brand or logo established with the company

• Marketing budget restraints • Limited hours spent on sales and promotions • Keeping up on new trends in the market • Wed site is out dated and lack of design concept.

Brand Vision To obtain a brand through a new logo design and web site that will enhance the

W T

growth of a new customer base and wider

Threats

tic ability to create new designs themes and

• Competition from major distributors that carries

concepts for a new generation of clients

high volumes of inventory • Economy at a low • High unemployment rate • No recognizable brand identity

reach. Ensuring growth in the gift basket market and leaving brand recognition in the minds of consumers, and increasing the artis-

SWOT ANALYSIS

• Home based business

• Poorly designed and in affective web site

The target tribes for Basket Crazy are individuals looking for a unique gift for that special someone that

TARGET TRIBES

is hard to shop for or that likes something different, one of a kind and customized. They are trendsetters located in the Las Vegas area. They could be anyone from your next door neighbor to your best friend.

Families Small Companies Las Vegans Friends Service Providers Religious Communities Professional Associations

Bakset Crazy Ć&#x2013; Rebranding Campaign

Basket Crazyâ&#x20AC;&#x2122;s has committed their product to be designed with the personal attention to detail and for a

specific individuals in mind. With a large variety of products offered and local vendors within range next day delivery is offered year around. This is crucial when dealing with competitors and pricing.

UNIQUE SELLING POSTION

Large variety of products Local vendors Personal attention Next day delivery Competitive pricing Competitive advantage over large companies 20

DEMOGRAPHICS 1.4

asket Crazy is a licensed sole propri-

gift experience by designing one of kind, unique gift bas-

etorship home-based business,

kets. To be honest, trustworthy and maintain the integrity

operating for ten years in

the Las Vegas, Nevada area. Basket Crazy offers a wide variety

of fair business practice at all times. Expanding the brand through fresh creative assets, increased web-presence and a new prod-

of gift baskets for any occasion

uct line. The textures and fonts will rep-

imaginable. Gourmet food,

resent the unique bold classy structure

bath and spa, time capsules,

of the companies affirmation to offer a

and welcome to Vegas gift

gift experience that will be memorable

baskets are some of the various designs created daily. Basket Crazy’s loyal customers have been casino executives, real estate agencies

to all.

The target audience for Basket Crazy,

are residents of the Las Vegas area with disposable income, a wide age group, married

and, friends and family that order seasonally.

or single, trendsetters and unique individuals looking for a

Basket Crazy’s mission is to provide an outstanding

unique one of a kind designed gift experience.

Bakset Crazy Ɩ Rebranding Campaign

TARGET AUDIENCE

Basket Crazy’s campaign will entice women and men in the age group of 21 years

old and up, with the tenacity of finding unique gifts and the ability to use a computer.

Income: Education: Location: Interests:

Disposable High school and higher Las Vegas, Nevada and farther with access to the Internet Shopping for unique gifts, recreation, sports, concerts, surfing the web

Market:

Tenets

• Disposal Income

• Fun

• Married or single

• Adventurous

• 21 + age group

• Vivacious

• Educated • Male or female • Small corporate client • Relators

New Logo

The Company

Bakset Crazy Ć&#x2013; Rebranding Campaign

Custom Gift Baskets

Think Outside The Basket

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Competitors Logo

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Brand Followers

Demographics Ages 21 and up Higher Education Married Or Single Computer Literacy Disposable Income Las Vegas Area

Their enjoyment is making other feel fantastic when receiving a gift from them. They shop relentless for the perfect present to fit that special and unique individuals style. Their trendsetting outlook towards the new and hottest product in the market is a gold medal performance for them.

All ages are sure to enjoy receiving a unique gift basket. With a wide variety of basket design options available it will be easy to find a gift for that special someone in your life.

. . .a tisket a tasket help me find a Basket

Key Tenets: Spunky Fun Vivacious Adventurous 24

CREATIVE DEVELOPMENT

2.0

2.1 Logo 2.2 Design Research 2.3 Moodbroads 2.4 Print Ads 2.5 Web Designs & Motion Graphics

LOGO DESIGN 2.1

..... a new weave to be wooven

asket Crazy for the last ten years has no

and fun of the company. The tagline “From simple to spectacu-

recognizable logo. Initially the concept was a

lar”. is curved in an upward motion with the effect of a basket

buisness card with an animal print background

and what can be placed inside. Placing a basket on the inside

with the company’s information. Creating a logo was a key

of the “C” to ensure the consumer that a gift basket company is

factor in rebranding the companies image and reconition in the

represented through the log o design was the created. Using

market and with consumers.

a cool blue tone and a rich gold along with the soild chocolate

brown rounded out the color palette. This clolor scheme gives

The first concept was to incorporate the two intial “B and

C” of “ Basket Crazy” and titlt the C to represent the crazyness

a feel of fancey along with fun to attract consumers and give the

Bakset Crazy Ɩ Rebranding Campaign

Custom Gift Baskets

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.....old concept

needed brand recognition of the company.

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.....new concept

LOGO SKECTHES 28

RESEARCH DESIGN 2.2

Bakset Crazy Ć&#x2013; Rebranding Campaign

Let us fill you a basket of joy!

This tagline is describing to customers that Basket

The thought of given a gift that comes in a

TAGLINE CONCEPTS

From Simple to Extravagant! Crazy offers a wide range of designs and prices for their gift

basket and that is filled with items that brings joy and

baskets.

will enlighten the receiver so much that it will make you

Unusual! Unexpected! Unpredictable!