M.V.S Campaign Project

Rebranding Campaign Project Book

Fifty Years Serving î ˘e Randleman Area

1962 - 2012

Table of Contents

1

2

Brand Research Company Overview..…..… 3 Competitors……………… 7 Target Demographics……. 9 Brand Features.………….. 11 S.W.O.T………………….. 13 Brand Objectives……….. 15 Client Brief……………… 17

Creative Process Moodboards……….. 21 Logo………………... 25 Print………………... 27 Web……………….... 29 Additional Media….. 31

3

4

Style Guide Logo Standards......................... 35 Color Palette……………….... 39 Font Choice & Textures……... 40 Images……………………….. 41 Brand Personality…………..... 43

Final Solutions Print Ads……………… 47 Website………………... 51 Social Network………... 52 Digital Media…………. 53

References……......... 55

1 Brand Research Company Overview..…..… 3 Competitors……………… 7 Target Demographics……. 9 Brand Features.………….. 11 S.W.O.T………………….. 13 Brand Objectives……….. 15 Client Brief……………… 17

Company Overview Introduction

Butch Hardee (Owner)

3 | Brand Research

Melvin Variety Store is a small retail store located in Randleman, NC on Main Street. e company is family owned and operated and has been in business for 50 years. ey are what you would consider to be a “mom & pop” store. ey have a wide variety of items such as: cooking and entertaining items, novelty items, clothes, toys, party supplies, gis, large selection of gi cards, school supplies, home items, cra supplies and even flowers.

Over the years their business has been slowly dying. One reason is the economy. More people find it more convenient to shop for all their needs at one location. Another reason is the company’s lack of advertising. For so many years they have just been getting by through their already loyal customers.

However, they have recently created an EBay and Amazon account, as well as a Facebook page to try to help boost sales. It seems to have helped keep them afloat.

Every time you walk in to the store you get a friendly greeting and a willingness to help you with whatever you need. ey will try their very best to satisfy every customer, so if you are looking for something they don’t have they will do their best to get it in for you.

Abstract Shopping has been a part of life from almost the beginning of 2me. Stores began with tents and stands in towns. You could say that they were the beginning of what we call “mom & pop” stores. Over the years small retail stores have slowly been replaced with corporate retail stores. But what if someone could help change one small retail stores “slow death” into “life” again. This paper will compare, explain and discuss why consumers should shop and support their small local “mom and pop” stores. It will look at what will be needed to get Melvin Hometown Variety Store back in the mouths, and on the minds and hearts of consumers.

Some adver2sing ideas include sales ads, customer apprecia2on sales, flyers, radio ads and a Christmas Catalog, a mobile app and a website with an e-­‐commerce store. It will also look at the colors, font style and design for a new logo. So, in short, why shop at Melvin Variety Store?

In today’s world, many people seem to find it more convenient to shop at the larger and beNer known stores for the things they need. As a result, the small retail stores are slowly going out of business because people are forgePng about them. There are some advantages that larger stores like Wal-­‐Mart has over a small store like Melvin Variety. Some differences include: their inventory size and variety, number of employee’s, convenient online shopping, and of course hours of opera2on. With those advantages, it’s easy to see why most people prefer to shop there. But there are advantages that a small hometown store has over the bigger stores. Some of these include: great customer service, year round layaway, hard to find items, convenient local bill payment center, family owned and operated, and a hometown feeling no maNer where you are from. When you shop at Melvin Variety Store you always feel welcome as soon as you step through the door. The atmosphere and shopping experience is unlike that of a big retail store. At Melvin Variety you will always find a smiling face to help you when you need it.

Brand Research | 4

Conclusion It is amazing that Melvin Hometown Variety Store has survived for 50 years, where a lot of stores, large and small, have closed down in this economy. Having said that, this say’s that the owner’s have fought hard to keep themselves afloat and will continue to fight as long as they can.

Melvin’s is a small store and is struggling to bring in customers. Over the years the store has become forgotten or unheard of. is campaign will help them to bring their name back into the hearts and minds of consumers. is in turn, will cause people to spread the word about the store.

Because the advertising budget is limited, this campaign will help find creative ways to spread the word about the store. Some of the ways to make the budget spread far would be to out source some of the print jobs.

5 | Brand Research

e new ideas for the store are new business cards, flyers, sales ads, website with an e-commerce store, mobile app and ads that focus on the services that set them apart from their competitors. Most of the printing can be cost effective by out-sourcing to Vista Print, who can print good quality at a very low cost, so this would save money. Staring with a blank slate means it leaves the door wide open for advertising opportunities for that will help this company grow. is campaign will help them to do just that .

What makes this project important? is project is important because it is a way to help save a small family owned store that is doing it’s best to survive the economy and the dominating corporate stores that have rolled into town. e company has survived for 50 years and I would like to see them stay another 50 years. e store gives back to the community by employing locals and they stay up on community activity by going to the town meetings. When you shop at Melvin’s you always feel welcomed and you can always find one of the owners to working hard on the floor and behind the counter. is is one of a few great American family owned and operated stores le and they need someone to help them get themselves back on the mouths, minds and hearts of the consumers.

“If you listen to your customers, they'll tell you what will keep you here, as long as you listen to them, you'll be fine” Butch Hardee, Owner

Brand Research | 6

Competitors However, before the advertising

However, bigger isn’t always better.

begins we have to find out what makes

According to Don Olley of the Yahoo Contributor

Melvin Variety Store different from its

Network, small towns that have Wal-Mart’s have

top competition. One competitor is

hurt the town in the long run. Because the small

Wal-Mart. One of the biggest things

stores cannot compete with Wal-Mart’s prices,

that this store has going for it is its

they end up closing shop. “When any giant

quantity and variety of products. It is

business community enters into a local and small

basically a one-stop-shop. ey offer

town business community, the host community

almost everything a person needs in

along the other smaller towns located in the

one trip and it is hard for small town

surrounding of this host community loses their

stores to compete with a store of that

Main Street merchants” (Don Olley). However,

size.

despite Wal-Mart rolling into town, Melvin Variety Store has held on.

7 | Brand Research

Brand Research | 8

Target Demographics As a business, Melvin Hometown Variety Store has been understanding its local and loyal customers for many years. eir target audience are consumers, local or travelers, between the ages of 18-85, both male and female who are married or single. Occupations and cultural backgrounds range from small to large households. Melvin Hometown Variety Store is for anyone who loves to save money and support local businesses.

Market

Tribes

• Non specific income

• Bargin Shoppers

• People who want to support local businesses

• Novelty Shoppers

• Age Range: 18 and beyond

• Community Shoppers

• Married or single • Non-Gender specific • Locals and travelers 9 | Brand Research

Brand Research | 10

ey are the only local store that still offers free year-round layaway. So you don’t have to wait until Christmas to shop.

e store has been in business for over 50 years and has been in the same family from the day it was founded.

e store has a wide variety of items. Items range from household, party supplies, school supplies, clothes, toys, pets, greeting cards, artificial flowers, and collectables.

11 | Brand Research

ey have a bill payment center where you can pay your Verizon bill and local power bill.

Customers are their life. e company has a high quality customer service. Melvin’s treat all their customers like they should be treated, with respect

Brand Research | 12

S.W.O.T Analysis STRENGTHS

WEAKNESSE S e SWOT Analysis confirms that Melvin Hometown Variety Store’s wide selection of products, long gevity, brand mission, and vision create

OPPORTUNITIES

THREATS

several selling propositions.

It’s going to be important that the logo and visual language promote and unite these core differentiations.

13 | Brand Research

Strengths: • Customer Oriented • Quality, low cost products • Layaway • Bill Payment Center • Strong core values • Company longevity

Opportunities:

• Growth opportunities • Community awareness • “Buy Locally” Trend • Close to Richard Petty Museum

Weaknesses: • Limited Budget • No name or brand recognition • No detailed plan • Store is outdated • Small town area

Threats: • Retail outlets with similar cheaper products • Economy: Recession • In the middle of bigger towns

Brand Research | 14

Brand Objectives Brand Mission e main goal foe Melvin Hometown Variety Store is to establish a renewed awareness of the Melvin Hometown Variety Store brand. To increase the customer base, this in turn will increase sales and enable the company to continue to thrive another 50 years.

Key Tenets Nostalgic

Family/Friendly

Brand Vision e ultimate vision for Melvin Hometown Variety Store is to make it the most shopped store in the local area, while keeping the customer at the heart of the store.

Unique Selling Proposition e only place you can shop, layaway, pay your local bills and get friendly customer oriented service with every visit.

15 | Brand Research

Community

Brand Research | 16

Creative Brief Primary Products *Novelty Items *Home & garden decorations *Clothes and Scrubs *Cleaning Supplies *Kitchen and Bath Supplies *School and Office Supplies

Positioning Statement • e company has survived for 50 years • Company is locally owned and operated • Company is known for their quality customer service • e variety of products appeal to every age and gender

*Pet Supplies *Cra and Party Supplies

Campaign Goals •

*Toys, Games and Baby items •

Services *Quality Customer Service

•

Develop a consistent and current look for Melvin Hometown Variety Store Design a website for a wider range of customers Increase exposure to a larger customer base to increase sales

*Free Year-Round Layaway *Bill Payment Center

17 | Brand Research

Tagline * “Old Fashioned Quality Customer Service”

Brand Research | 18

2 Crea2ve Process Moodboards……….. 21 Logo………………... 25 Print………………... 27 Web……………….... 29 Additional Media….. 31

Moodboards e creative process begins with research. Creating the moodboard helps to guide the initial exploration of the different images, color, textures and typography. is process helps to establish the right choices for the campaign directive. For this campaign the decision was to design the brand based on the directives “nostalgic” and “family friendy”.

First Dras

Nostalgic

21 | Creative Process

Community

Variety

Final Designs Nostalgic

Creative Process | 22

Community

23 | Creative Process

Family Friendly

Creative Process | 24

Logo Development Objective Melvin Hometown Variety Store was currently using four different logo’s for their signs. is inconsistency is a weakness for branding and it is confusing for the consumers. e only logo that actually has a design to it is the sign on the doors. e other logo’s are just typography. e one thing I took from all of these designs were their colors. e first logo is all red and the sign on the canopy of the front of the store is in black.

I combined these colors to create the classic color combination that is both stylish and bold. Red is used to make Melvin to make it stand out, while black is used for for Hometown Variety Store and the tagline to bring the classic/modern combination together. is will help to give the logo consistency and less confusion for the consumers.

25 | Creative Process

Sign on Building

Old Logo Sign On Doors

Hanging sign in front of building

Sign on the front awning of building

Concept Sketches e logo design started with design ideas that might fit the company brand.

New Logo e new logo is the most effective choice for the campaign brand essence as a whole. e goal is to set the tone for the campaign and make them stand out from competitors, effectively bringing the consumers to Melvin Hometown Variety Store first.

Creative Process | 26

Print Ads Objective e objective for print advertising is to increase the brand recognition. e main goal of this choice is increased exposure. Melvin Hometown Variety Store currently does a minimal amount of advertising. e idea is to increase the amount of advertising and provide a deeper information portal to the consumer. is can be done in the form of persuasion, influence, communication, which in turn will help build a stronger relationship between the company and the consumers. With the right placement and design the advertisement can out-shine the competitors. e advertising campaign can add a significant revenue increase and a larger target audience.

e advertisement campaign will be a combination of style ads. One style would be from an employee’s point of view, a Testimonial Ad. e purpose is to deliver a personal message about Melvin Hometown Variety Store and what they think makes this company different.

27 | Creative Research

Creative Process | 28

Website Objective Currently Melvin Hometown

e web design will be organized and

Variety Store does not have a website.

easy for any age group to navigate. e

erefore, the designing of a company

strategy is to incorporate images, color,

website is crucial. e company needs

and font that define the brand essence. e

to be brought up to date and online.

consumer will have an easy time ordering

With the increase of online shopping

products and placing items on a wish list.

always on a climb, it is crucial that

e consumer will also be able to make

Melvin Hometown Variety Store get

payments on their layaway. e design will

on board. is will help to expand

highlight any sales or news that is

their customer base, which will in

currently going on at the store or in town.

turn increase the company’s revenue.

e result will connect the consumer and the company in a common goal.

29 | Creative Process

Creative Process | 30

Additional Media

Berkley G. Hardee Jr.

31 | Creative Process

100 S. Main St. Randleman, NC 27317 (336) 498-3925

Creative Process | 32

3 Style Guide Logo Standards......................... 35 Color Palette……………….... 39 Font Choice & Textures……... 40 Images……………………….. 41 Brand Personality…………..... 43

Logo Standards Primary Logo e primary logo for Melvin Hometown Varity Store reflects the classic nostalgic feel of the company. e masthead that separates “Melvin” from “Hometown Variety Store” is important to the design because it is what helps bring the classic feel to the name.

Logo Orientation e logo is intended to be used in a horizontal format only. Stacking the logo in any other way is not permitted and will diminish the integrity of the brand.

Logo Components Brandmark

Melvin

Hometown Variety Store “Old Fashioned Quality Customer Service”

Logo Type Tagline

Using the classical masthead to separate the two logo types, gives the logo a classy nostalgic logo and feel and caters to all age groups. e brandmark and logo will always be used together to ensure the optimal recognition of the brand. e tagline is used to define Melvin Hometown Varity Store campaign mission. When the logo is used in marketing media such as print media and outdoor advertising it is desirable to use the tagline.

35 | Style Guide

Logo Minimum Size

n

Clear Space

n

.59 in

n

Maximum legibility is vital to the logo standards. e logo minimum size with the tagline is .59” high and 1.64” wide.

n

1.64 in

Clear space around the logo is equivalent to the “n” used in the logo type, “Melvin”. e width is based on the letter as shown above.

.56 in

e logo minimum size without the tagline is .56” high and 1.59” wide.

1.59 in

Reverse Single Color Only use the reverse single color option only when logo use calls for black and white or one color processing.

Style Guide | 36

Logo Standards Logo Variations Display the full color logo whenever possible. e classical masthead element should be the focus of the brand use. Be sure that the logo remains the focus of the application it is being used on.

Logo without Tagline

Logo with Tagline

Logo Colors

RGB: 139, 35, 38

RGB: 0, 0, 0, 0

CMYK: 23, 100, 100, 20

CMYK: 0, 0, 0, 100

Logo Fonts Melvin name: Quill Hometown name: Babes In Toyland NF Tagline name: Minion Pro

37 | Style Guide

Acceptable Use

Unacceptable Use

Tagline a different color Different shape Style Guide | 38

e color in Melvin Hometown C - 23 M - 100 Y – 100 K - 20

R – 139 G – 35 B – 38

C - 91 M - 59 Y – 44 K - 25

R – 52 G – 83 B – 101

C- 0 R–0 M-0 G–0 Y–0 B–0 K - 100

C - 60 M - 79 Y – 37 K - 20

R – 97 G – 69 B – 100

Variety Store’s campaign work well together to bring nostalgic/ modern together. e color scheme that can be found throughout is what conveys the

C- 0 M - 37 Y – 82 K-0

R – 237 G – 173 B – 76

39 | Style Guide

C- 2 M-2 Y – 10 K-0

R – 248 G – 244 B – 229

C-2 R – 247 M -8 G – 224 Y – 82 B – 89 K-0

C- 3 M-2 Y – 18 K-0

R – 253 G – 248 B – 199

message of the new branding.

Text is about classic, fun, and readability in the Melvin Hometown Variety Store campaign. Quill is classic and memorable. Babes In Toyland NF is fun, yet is still has a nostalgic “feel and look” to it. Minion Pro is clean and familiar. Minion Pro and Minion Pro Bold is mostly the ones used on titles, sub heads, and body copy. All three of these typefaces will help to enhance the nostalgic/modern look of the campaign and brand.

It is important when considering the texture and color in the typographic choices. One of the main considerations is the readability. Which style will suit the audience the best? While acceptable fonts will not overtake the accompanying images and colors visually, they will add impact to the overall design.

Typefaces

Quill Melvin acdefghijklmnopqrstuvwxyz ABCDEFGHI JKLMNOPQRST UVWXYZ 1234567890

Babes In toyland nf Hometown Variety Store Acdefghijklmno pqrstuvwxyz 1234567890

Minion Pro – Hometown Variety Store ABCDEFGHIJKLMN OPQRSTUVWXYZ Abcdefghijklmn opqrstuvwxyz 1234567890 Style Guide | 40

Images & Textures Images & Textures Patterns, textures and images will coincide with the colors that are used for the branding. e images of the store will be used whenever possible. is will create harmonious interaction and will add to the “nostalgic/ modern” directives.

Images of different items they sell may be placed where desirable. is will help emphasize the brand, while presenting a new visual stimulus for the customer.

Images that connect the services of Melvin Hometown Variety Store are important for the campaign essence.

41 | Style Guide

led Recyc Paper e Textur Style Guide | 42

Brand Personality Brand Voice

Melvin Hometown Variety Store is a company that truly cares about the services and items they provide for they customers. ey also care about their customers and their shopping experiences.

Most of their products are modern, but they do have some that are unique and hard to find anywhere else. ey have such a wide selection of items that everyone is sure to find something they need or want.

It is important to incorporate this tone when applying any of the brand elements to any chosen brand medium.

It is just as important to maintain a sense of class and fun. e brand’s voice should emphasize dedication and passion.

43 | Style Guide

"If you listen to your customers, they'll tell you what will keep you here,” and “As long as you listen to them, you'll be fine.”

- Butch Hardee Style Guide | 44

4 Final Solutions Print Ads……………… 47 Website………………... 51 Social Network………... 52 Digital Media…………. 53

Print Collateral Stationary Envelopes

Letterhead Business Cards 47 | Final Solutions

2” Top Margin

Logo Usage e Melvin’s logo must always be displayed as a dominant focal point an all stationary and collateral.

1” Le and Right Margin

Shown to the le are the standard margins for the Melvin Hometown Variety Store letterhead. is should be observed for best design.

1” Le and Right Margin

Stationary Print Margins

1.5” Bottom Margin

Final Solutions | 48

Print Advertising Print would be used in a wide variety of ways for Melvin’s. ey would have regular newspaper print ads, promo ads, flyers, sales ads, and outdoor ads. e outdoor ads would range from a car sign, new banner above the store, and sport sponsorships. is would help in getting the company name out into the publics view and help promote the brand. Also, they would need new business cards and letterheads that would contain the new logo.

Company shirts for the employees so that they stand out from the customers and look more professional.

49 | Final Solutions

Eco-Friendly Bags and Media Mail Today people are more aware of how different materials affect our planet and so many consumers chose to use eco-­‐friendly bags to help save the planet. This would also be an opportunity for more people to see their name because these bags have mul2-­‐purpose uses. Another thing I would add would be direct mail campaign. People s2ll read the newspaper and sales ads, so this would be a great opportunity for Melvin’s to send a sales ad or even a re-­‐grand opening ad to the local area to get their name back into the homes of consumers.

Final Solutions | 50

Website Melvin’s currently does not have a website, so one would need to be created. is would allow people to shop online and view any current sales. As well as pay on their layaways. e company will greatly benefit from a search engine. is would pull up Melvin’s when certain words or phrases where searched for that would be associated with the company.

51 | Final Solutions

Social Network Social media “have enabled bi-directional conversation” between a company and consumers. Melvin’s campaign will use Facebook (already established), Twitter, and Linkedin to help create the social media presence to get the buz going about the company and help people stay updated on sales or events going on at the store.

Final Solutions | 52

Commercials, TV, Radio News sta2ons now offer online commercial space for businesses who would like to adver2se on TV. This would help to get the brand across to many people at one 2me and put the company name in new areas.

53 | Final solutions

YouTube For YouTube I would make videos that would update people on sales and new items at the store. î ˘e YouTube channel would be linked to Facebook, Linkedin, Twitter, and their website. î ˘is would ensure a bigger consumer viewing rate.

Final Solutions | 54

References

References Cover:

Da Pino Graphics; Vintage Store Signs ll. Retrieved October 2013 from http://dapinographics.com/projects/vintage-store-signs-set-2/

Black and White Image of Shoppers; http://www.capecentralhigh.com/wp-content/uploads/2009/12/Xmas-15.jpg

50 years logo; http://cdn-6.psndealer.com/e2/dealersite/images/hulllitruck/50th%20logo190.jpg

Smith, Meg (2012). NC variety store celebrates 50 years in business on ‘Small Business Saturday’. Retrieved 2013 from http://coastal.news14.com/content/top_stories/672785/nc-variety-store-celebrates-50-years-in-business-on--small-businesssaturday Randolph County Tourism Development Authority. Retrieved from http://www.heartofnorthcarolina.com/things-to-do/index.pl?id=427

Brand Research: Walmart logo. Retrieved 2013 from http://corporate.walmart.com

Dollar General Logo. Retrieved 2013 from http://www.dollargeneral.com/home/index.jsp

Dollar Tree logo. Retrieved 2013 from http://www.dollartree.com/home.jsp

Richard Petty image. Retrieved 2013 from Richard Petty image. Retrieved March 1, 2013 from http://images.news14.com/media/2010/8/28/images/ petty_randleman85c44101-4fd1-4333-9468-e8a83fccc1dc.jpg 57 | References

Brand Research Continued: Randleman Chamber of Commerce (Nascar Day Image). Retrieved 2013 from http://randlemanchamber.com/nascar-htm/ Martin, Arthur (2010). Forget staycations, now it’s greycations: Families take grandparents along to spread holiday costs. Retrieved October 2013 from http://www.dailymail.co.uk/news/article-1270126/Forget-staycations-greycations-Families-grandparents-spread-holiday-costs.html

SRI International; Evaluation of the Florida Master Teacher Initiative. Retrieved October 2013 from http://www.sri.com/about/organization/education/cep

50 years logo; http://cdn-6.psndealer.com/e2/dealersite/images/hulllitruck/50th%20logo190.jpg

Cactus Creek; Shop Mom & Pop. Retrieved 2013 from http://www.cactuscreekdaily.com/news/this-weekend-shop-mom-pop

Manta. Top 5 Benefits of Shopping Local. Retrieved 2013 from http://www.pinterest.com/pin/8373949276783938/

Kmart. (2012) Free Layaway Continues till November 21st…No Service Fee at Kmart!. Retrieved 2013 from https://www.kmart.com/community/general/free-layaway-continues-till-november-21stno-service-fee-at-kmart/

Bill Payment Center sign retrieved 2013 from http://thumbs1.ebaystatic.com/d/l225/m/mYmIOb0BkyXHsp_kQRntJ3Q.jpg

Olley, John. (2006). In Walm-Mart and Its Impact on Business of Small Town Economies. Yahoo Voices. Retrieved January 2013, from http://voices.yahoo.com/wal-mart-its-impact-business-small-town-121206.html

References | 58

Creative Process: PSD shopping cart icons set. (2009) Posted in Graphics, PSD, PSD Icons. Retrieved 2013 from http://www.psdgraphics.com/psd-icons/psd-shopping-cart-icons-set/

Smith, Meg (2012). NC variety store celebrates 50 years in business on ‘Small Business Saturday’. Retrieved 2013 from http://coastal.news14.com/content/top_stories/672785/nc-variety-store-celebrates-50-years-in-business-on--small-businesssaturday Apple. Retrieved October 24, 2013 from http://www.apple.com/macbook-pro/ Motor Trend (Ford Raptor Truck) . Retrieved October 2013 from http://wot.motortrend.com/raptor-vs-rover-ford-compares-f-150-svt-raptor-to-nasas-mars-rover-curiosity-241361.html/2013ford-svt-raptor-side-view-2/#axzz2iF4yxOwe On Air logo. Retrieved July 21, 2013 from http://www.thenews.pl/82f2abc1-61d9-4cdb-b81e-d82c72653a3f.file

4Imprint (Shopping Bags). Retrieved 2013 from http://www.4imprint.com/tag/2880/Reusable-Grocery-Bags-and-Shopping-Totes/product/106836-1513/Value-Grocery-Tote-15x-13

Facebook page. Retrieved 2013 from https://www.facebook.com/MelvinVariety

59 | References

Style Guide: Bill Payment Center sign retrieved 2013 from http://thumbs1.ebaystatic.com/d/l225/m/mYmIOb0BkyXHsp_kQRntJ3Q.jpg

Kmart. (2012) Free Layaway Continues till November 21st…No Service Fee at Kmart!. Retrieved 2013 from https://www.kmart.com/community/general/free-layaway-continues-till-november-21stno-service-fee-at-kmart/

Black and White Image of Shoppers; http://www.capecentralhigh.com/wp-content/uploads/2009/12/Xmas-15.jpg

Randolph County Tourism Development Authority. Retrieved from http://www.heartofnorthcarolina.com/things-to-do/index.pl?id=427

References | 60

Final Solutions: Logo So Wear (Blue Golf Shirt). Retrieved October 2013 from http://www.logosowear.com/product/16575/mens-classic-solid-pique-golf-shirt-by-ashworth

Motor Trend (Ford Raptor Truck) . Retrieved October 2013 from http://wot.motortrend.com/raptor-vs-rover-ford-compares-f-150-svt-raptor-to-nasas-mars-rover-curiosity-241361.html/2013ford-svt-raptor-side-view-2/#axzz2iF4yxOwe

4Imprint (Shopping Bags). Retrieved 2013 from http://www.4imprint.com/tag/2880/Reusable-Grocery-Bags-and-Shopping-Totes/product/106836-1513/Value-Grocery-Tote-15x-13

Search Engine logos. Retrieved July 21, 2013 from http://www.secondeffort.com/images/search-engine-optimiizing.gif

IMac image. Retrieved October 2013 from http://www.itespresso.de/2009/12/19/19-dezember-apple-imac-mit-27-zoll-pcpro/

Facebook page. Retrieved 2013 from https://www.facebook.com/MelvinVariety

Facebook, Twitter, Linkedin Logo. Retrieved July 21, 2013 from http://educowebdesign.com/blog/wp-content/uploads/2010/04/lovesocial.png

61 | References

References | 62

"If it weren't for the customers we wouldn't be here,” Hardee said. “ey make it possible for us to put food on our table.”

- Butch Hardee (Owner)

Rebranding Campaign Project Book

By: Stacie Wilson