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
#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
social media
social media
Snapchat
social media
social media
social media
social media
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