mes en scene: #LightYourPath Campaign

mise en scene

Naomi Kwok, Serena Ng, Vicky Pham, Jingyun Zhu

about us

about us Mise en scene is the rebranding of Young Voices, a Toronto Public Library program that offers promising young people a chance to harness their creative talents.

our values

our values

target market

target market Primary: Middle/High School Students (ages 13 - 18)

Secondary: Parents of students

campaign goal

campaign goal

The goal of this campaign is to rebrand Young Voices and to increase membership/participation by 30% in the span of nine months (August 2018 - April 2019)

strategy map

strategy map # _ T

#

#2-4

Number indicates how many times the events will be held Ongoing during & after campaign

#1-4

Ongoing during campaign only Order of campaign components

#2-4

App

_

- Member Sign Up Form - Member Log-in - Event Schedule & RSVP - Discussion Forum - Artwork Submission & Guidelines - Membership Updates - Search Engine - General Info / Contact Us

#1-4

- Lined/blank notebook - Pen - Stickers & buttons as tokens of appreciation

Membership

_

Mise en scene ADS

Youtube & Facebook

#2

School Visit Promotions

- Live snapchat stories from events featuring activites and guest speakers - Campaign will have their own location/event/geo tag that users can use the post about the event

- Promotional media introducing the campgain and any upcoming events in forms of videos ads, banner ads, side bar ads, & search suggestions - Audio ads on Spotify - Appear on social media platforms such as Instagram, Facebook, Snapchat, Youtube & etc.

_

- Visit high schools in Toronto - Direct interaction with target market - Promo and merch giveaways

Rebrand Launch Party

- Held at the Toronto 1 Reference Library in Aug - Showcase art and writing - Networking opportunity

#2-4

DIY Library Cards

#3-4 print

_

Magazine

- Rebranded magazine featuring submitted artworks - Print ads in Toronto Life & more for campaign, social media handles and hastags

3

- Participants can customize their special edition TPL card with their own design

Transit Ads

#3-4

2

T

Snapchat

Portfolio Day

#3-4

- Stream workshops, talks, events, etc.

Digital

_

- 2 portfolio days held in September and December

EVENTS Light Your Path

Existing Programs & Classes - Writing workshops - Book clubs - Art workshops - Seminars - Conferences

#4

- Free sign-up - Provide career and job search services (by appointment) - Priority access to TPL events

Digital Content

_

_

Merchandise

T

FSN603 Visual Strategy Map Naomi Kwok, Serena Ng, Vicky Pham, Jingyun Zhu Section 1

#2-4

T

Instagram

#2-4

- Exclusive to the campaign -Total of 10 lectures (5 writing and 5 visual arts lectures) -only available through the website - One lecture uploaded per month with the exception of the first month that has two lectures

Reflects ALL features in app EXCEPT - Download Mobile App page to engage in discussion forums - Links to social media accounts - Online Mise En-Scene Magazine - Staff-run blog to engage audience

SOCIAL MEDIA

- Instagram live streams featuring talks/interviews with guest speakers, and live streaming of events - Features the works of members through related posts with the campaign hashtag

Website

_

Lecture Series

T

Campaign: August 2018- April 2019 Goal: Increase membership by 30% / rebranding Young Voice

- Posters on subways, buses with submitted artworks and short written pieces with the campaign’s tagline

#1 #2 #3-4

Teasers prior to official launch Official launch announced at party After launch to promote campaign

branding

branding

ise en scene Main Logo (Trademark)

Logotype

branding

Aa Aa Typographic systems

abcdefghijklmnopqrstuvwyz

abcdefghijklmnopqrstuvwyz

ABCDEFGHIJKLMNOPQRSTU VWYZ

ABCDEFGHIJKLMNOPQRSTU VWYZ

Josefin Sans Regular (headings)

Open Sans Regular (subheads / body copy)

branding Color palette

R=61 G=144 B=206

R=228 G=37 B=89

R=225 G=198 B=30

R=0 G=28 B=115

C: 73% M: 33% Y: 0% K: 0%

C: 4% M: 98% Y: 53% K: 0%

C: 0% M: 22% Y: 95% K: 0%

C: 100% M: 95% Y: 23% K: 19%

branding

Patterns

website

web

web

web

web

social media

social media

Instagram

social media

Instagram

social media

Snapchat

social media

Facebook

social media

Facebook

social media

Twitter

social media

Twitter

social media

YouTube

social media

YouTube

events

events

Launch Party Poster

events

Launch Party Booth

events

Brochure

events

Brochure

events

Portfolio Day Booth

app

app

app

membership

membership Benefits: Available during and after campaign Free to sign up Career and job search services Priority access to other TPL events Full scholarship for a university undergraduate program (1 for literary arts / 1 for visual arts)

membership

Customized Library Cards

membership

Customized Library Cards

membership

Merchandise: Buttons & Stickers

membership

Merchandise: Buttons & Stickers

membership

Merchandise: Notebook

print ads

print ads

Posters

print ads

Posters

print ads

Print Ads: Magazines

print ads

Transit Ads: Subway

print ads

Billboards

print ads

Transit Ads: Subway

print ads

Transit Ads: Streetcar

magazine

magazine Available Online

magazine

magazine

magazine

magazine

magazine Available in Prints

digital ads

digital ads

Interactive Transit Ads

digital ads

Interactive Transit Ads

digital ads

Interactive Transit Ads

digital ads

Interactive Transit Ads

digital ads

Interactive Transit Ads

digital ads

Interactive Transit Ads

digital ads

Instagram Ads

digital ads

Spotify Ads

digital ads 20-Second Audio Ads on Spotify

“Is Wirting, Visual Arts, Theatre your thing?

(Enthusiatisc tone)

Want to create? Join mise en scene today!

A creative hub for youth writers and artists.

Light Your Path and See The Light.

(Change to monotone)

Brought to you by Toronto Public Library.

”

school visits

school visits Ongoing during and after the campaign Representatives visit local high schools in Toronto Gives direct interaction with the target market Promotional merchandise give-aways

portfolio day

portfolio day

portfolio day

Portfolio Day Booth