P O ETRY SL A M REBRAND J oJ o S ta sse l - S e n i o r Pro j e c t
TABLE OF CONTENTS I RB STATE ME NT
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A BSTR ACT
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A BOUT M E
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PROB LE M STATE M E N T
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PROJECT S COPE
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LI MI TATIONS
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OBJECTIVE S
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PROJECT B R E AKDOWN
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TI MEL INE
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DELIVE R AB LE S
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REF LECTION
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IRB STATEMENT T his proj e c t wi l l n ot col l e c t d a t a f ro m Cal Poly S LO stud e n ts or e m p l oye e s a s subjec t s. I t d oe s n ot a tte m p t to a nswe r research que sti on s n or is i t a sys te m a t i c investig a ti on . T h e re fore , t hi s p ro j e c t does no t n e e d to b e revi ewe d by t he Californ i a Pol y te ch n i c S t a te U ni ve rs i ty Instituti on a l R evi ew B oa rd .
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ABSTRACT T his proj e c t focuse s on re b ra nd i ng a nd marketi n g of T h e A n th e m Po e t r y S l a m at Cal Pol y S LO. T h e g oa l o f t hi s p ro j e c t was to a p pea l to th e ra ng e o f s t u d e nt s o n c ampus a n d ulti ma te l y co nne c t t he b ra nd image w i th th e fun , prog re s s i ve na t u re of this eve n t . B y i n crea si ng b ra nd e d collatera l to stud e n ts i n - p e rs o n a nd o nl i ne T he Anth e m sh oul d se e a n i nc rea s e i n event a tte n d a n ce .
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ABOUT ME
JoJo St a sse l i s a 4 th yea r G ra p hi c Commun i ca ti on m a j or w i t h a concentra ti on i n D e si g n R e p ro d u c t i o n Technol og y a n d mi n or i n Entrepre n e ursh i p.
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PROBLEM STATEMENT T he existi n g bra n di n g a nd m a rke t i ng materia l s for th i s eve n t we re o u td a te d which di d n ot a ccura te l y p o r t ray t he progressi ve , fun , a n d e m p owe ri ng nature of th i s eve n t . B y re b ra nd i ng a nd inc reasi n g ma rke ti n g , the Ant he m s ho u l d see a b oost i n eve n t a tte nd a nce , o nl i ne ac tivity a n d ove ra l l kn ow l e d g e o f t he eve nt c ampus.
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PROJECT SCOPE Brandin g g ui d e l i n e wh i ch i ncl u d e s a l o g o, color pa l e tte a n d fon ts. T he prin te d col l a te ra l wi l l i ncl u d e 10 0 stickers, 4 x 5 i n . h a n dou t s a nd 12 x 18 i n. posters. Designs for soci a l m e d i a t ha t c a n a d a p t to desk top b rowse rs a n d p ho ne s c re e ns .
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LIMITATIONS Website d e si g n Posting on soci a l m e d i a Finishin g : cutti n g a n d p ri nt i ng o f collatera l
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OBJECTIVES T IM E M A NAGE M E N T M eet proj e c t re qui re m e n t s a nd s u b m i t delivera bl e s on sch e dul e . BR AND I NG Build a coh e si ve bra n di n g g u i d e l i ne a nd have all de l i ve ra b l e s f i t w i t hi n b ra nd i ng guideline s a n d l ook coh e s i ve. PR O BLE M S O LVI N G Discove r th e most e ffe c t i ve ways to accomp l i sh g oa l s a n d g e t re s u lt s b a s e d o n the c urre n t ci rcumsta n ce s .
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PR OJECT BREAKDOWN Co l o r p a l e tte BR AND I NG
Log o : s ke tch, d e s i g n, f i na l i ze Font s : p ri nt a nd we b
M a te ri a l s d e s i g ne d for p ri nt a nd o nl i ne MAR KE T I N G B a s e d o n b ra nd col o rs a nd l o g o
EVE N T AT T ENDA NC E
R e li e s o n m a rke t i ng mate ri a l s : p ri nt a nd on l i ne
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TIMELINE Ap ri l 4th - 1 3 th BAC KGR O U N D RE S E A R C H Dete rm i n e cl i e n t n e e ds Com pe ti tors Targ e t a udi e n ce
A p ri l 13t h - 17t h B R A N D IN G Co l o r p a l e tte Fo nt s Lo g o
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April 21st - M ay 1 st DE S I GN Pri n t
M ay 4 t h - 20 t h
On l i n e C lient a p prove d p roofs Fi n a l i ze
M A R K ETIN G Ad ve r t i s e O nl i ne Pri nt m a rke t i ng m a te ri a l s Eve nt
DELIVER ABLES LO GO Recognizable type that can stand alone
Colorful drop shadow
Curly ascenders
Bubbly descenders
CO LO R PA L E T T E
Long swooshes
CO M PLIM EN TARY FO N TS Montserrat Ultra Light
H ex: # D 4 A B 2A C: 18% M: 3 0 % Y: 10 0% K : 0%
H ex: #C6692 A C: 18% M: 68% Y: 98% K: 5%
H ex: #2 2 2 12 2 C: 75% M: 68% Y: 67% K: 90 %
Montserrat Thin Montserrat Light Montserrat Regular Montserrat Medium
H ex: # 276C B 4 C: 8 6% M: 57 % Y: 1% K : 0%
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H ex: #652 D90 C: 75% M: 99% Y: 2 % K: 0 %
H ex: #D8 598 2 C: 12 % M: 8 0 % Y: 27% K: 0 %
Montserrat Semi Bold Montserrat Bold
PR I NT E D CO LLATER AL 100 2 x 2 i n ch viny l sti cke rs.
20 0 4 x 5 i nch ha nd o u t s
50 12 x 1 8 i n ch p oste rs
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DES I GN S FO R O NL I N E PLATFO R M S
AT T E NDA NC E I N C R EAS E O F AT L E A ST 5% FO R TH E EVEN T
75 n ew a tte n d e e s 150 regul a r attend e e s
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2 2 5 to t a l a u d i e nce m e m b e rs
REFLECTION O ne of th e m ore ch a l l e ng i ng a s p e c t s of this p roj e c t wa s h avi ng to a d a p t to unforese e n ci rcum sta n ce s . The Co ro na virus pa n de mi c cl ea rl y a f fe c te d a l l o f o u r lives and th i s proj e c t wa s no exce p t i o n. It would have be e n h e l pfu l to a c t u a l l y ho l d the Anth e m Poe tr y S l a m eve nt a nd p ri nt collatera l . I n th e e n d, I l ea rne d s o m u ch about how to a d a pt , prob l e m s o l ve a nd overcome .
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