ca s e s t u d y t a l k i n g d o g a ge n c y 1
GET RE AL VOICES co n n e c t i n g p o w e r f u l v o i ce s t o p o w e r f u l - b ra n d s
2
VOICE ACTORS
4-5 the team
BEHIND THE CURTAINS
6-17 executive summary
BACKSTAGE TALK
18-24 situation analysis
IN THE STUDIO
25-35 the strategy
USING OUR VOICE
36-44 creative executions
SKIPPING FORWARD
45-48 future recommendations & conclusion
3
MEET THE VO IC E AC TO R S !
4
THE TEAM
Christy Onanuga
Abby Wells
PR Specialist
Fetch Strategist
Ashton Rath
Gabriella Van Haelst
Digital Specialist
Art Director
Maria Richardson Project Manager
Ashlyn Grantham Copywriter
Abir Raza
PR Specialist
Jenna Swabowicz Account Executive
5
B E H I N D T H E C U RTA I NS executive summary
6
ABOUT THE NEW BRAND Kelley Buttrick and Rachael Laya Hoffman, two experienced and passionate voice over actresses, are actively seeking to fix the disruption in the voice over industry. Currently, most brands do not use one voice for their brand, and constantly seek out new voices for their advertisements. Also, it is extremely difficult for talent to get connected with brands they are passionate about. The resources for talent now are costly and there’s no real chance that talent will get to voice for a product/service they are actually passionate for. Get Real Voices will be a website that connects powerful voices to powerful brands. Brands will finally have one voice to keep their brand cohesive, and talent will work for brands they care about.
Kelley Buttrick
Rachael Hoffman 7
Core Principle 8
SONIC BRANDING Sonic branding is the practice of a brand using the same auditory elements throughout their advertising. Just as a brand has brand colors and typeface, a brand would have one voice for their brand. The same way we relate “ba da ba ba ba,” and ‘I’m lovin’ it’ with McDonalds, a human voice can be the face and recognition point for a brand. Having a voice for a brand is vital in relating with the consumer.
9
“
SONIC BRANDING MESSAGE
How can your brand say, “Here I am,” when your customer’s eyes are distracted by another screen? The sense of hearing can come to the rescue and help cause that all important ‘thumb-stopping’ moment. Brands must find a distinctive audio universe that crystallizes their brand essence and that sets them apart from the competition. And they must infuse it into all their audio touch points.
- Emma Linaker
10
CHALLENGES BUILDING A B R A N D F R O M S C R ATC H Creating this brand is an attempt to revolutionize the existing voiceover industry using the concept of sonic branding. Brands need to care about the brand, and talent needs to sign up for the website to function. We attempted to create a brand identity that will fit in seamlessly with the industry while simultaneously standing out and having enough of unique voice to draw in talent and clients alike.
We are then faced with the challenge of creating awareness and attraction to Get Real Voices. While the voiceover industry is not currently perfect in it’s hiring processes, Get Real Voices is an entirely new concept, so Get Real Voices needs to make sure that the brand can build trust between clients and talent before the platform will be effective.
11
S T R AT E G Y Building entirely from the ground up on this project, the main goals of Get Real Voices are to build a following through social media platforms and promote authenticity of the brand, since it is all about establishing a unique voice for a product or company. Finally, our last goal is to give clients the creative freedom to express and promote themselves to potential clients. In order to accomplish these goals, we plan to use a variety of creative executions.
12
Branding 13
T Y P E FA C E S HEADING antique cherry
Abcdefghijkmlnopqrstuvwxyz SUBHEADING
league spartan
A B C D E F G H I J K L M N O P Q R S T UV W XY Z B O DY
fira sans light
abcdefghijklmnopqrstuvwxyz
14
B R A N D C O LO R S
G R E E N I S H G R AY
SOFT SAND
TA U P E G R AY
TO F F E E S Y R U P
M O C H A L AT T E
DARK MIDNIGHT
15
16
O F F I C I A L LO G O D E S I G N
17
BAC KSTA G E TA L K situation analysis
18
ST R E N GT H S • An attempt to stop the disruption. • Authentic voices connecting with authentic brands. • Good resources and connections. • Strong media list. • Prior industry experience. • No strings attached.
WEAKNESSES • • • •
OPPORTUNITIES • • • •
Could launch into a company. Could change voice over industry. Brands have one authentic voice. To provide the founders with exposure and net worth.
No monetary gain. Small base. No brand awareness. Voiceover talent lack of media experience.
T H R E AT S • • • •
Traditional agencies. Voice Giant. Voice123.com. Talent with binding agency contracts.
19
C O M P E T I TO R S VOICE 123 Voice 123 offers a direct line to voiceover talent and allows creative directors and companies to hire talent without an agent. The platform allows directors and companies to search for keywords that match what tone they want for their project. According to their website, they have submitted more than 250,000 projects since 2003.
VOICE GIANT All work is done remotely; the company hires talent and can listen to some demos; the company then contacts the talent and can move forward with discussing payment and a contract. You can search for talent and filter by turn-around-time, name, voice style, and language.
20
W H AT M A K E S U S
STA N D O U T ?
1.) Get Real Voices believes every brand should use one powerful voice and stick with that voice in their advertisements. This concept promotes keeping brand’s voices cohesive. Sonic branding is a core principle behind Get Real Voices, which makes this brand stand out among generic voice talent websites.
2.) Get Real Voices will offer a unique search engine for clients to find talent that aligns with brand’s passion. For example, voiceover talent will have the opportunity share their passion for snowboarding, so they can be noticed by their dream brand.
Voiceover artist whose dream brand is Arbor Snowboards.
21
C O M M U N I C AT I O N C H A L L E N G E S 1.) Recruiting brands and voice talent to join the site.
With Kelley and Rachael Laya’s connections, recruiting talent should not be an area of concern, but reaching to clients and producers may be more difficult. 2.) Getting brands to understand the importance of sonic branding. Sonic branding highlights the importance of brands using one voice for their advertisements.
3.) Working with brands to find a voice that adequately represents their story.
Other websites do not encourage voice over talent to create an in-depth profile; according to Tanya Chopp from Voices.com, one of the biggest reasons brands cannot choose the best Voiceover actor is because they do not provide enough information for the voiceover actor to truly encompass the brand.
4.) Seeking brands to produce audio-only ads.
In audio-only ads voiceover actors are the center of the advertisement; Get Real Voices is for an incredibly niche audience.
22
Research Insights 23
AGENCY INSIGHTS According to some talent management, agencies operate with strict policies. They gain their revenue by hiring their clients, subject their fees, and the remaining funds will become the client’s income. Once their client gets paid from their bookings, the agency on average takes 10 percent of that pay, and the talent may receive 20 percent. Additionally, agencies or your point person books employment by what is available not necessarily focused on their client’s passion. Get Real Voices is not an agency, and they are not looking for a profit. The main objective of the brand is looking for an authentic connection, creating an experience with the power of voice. Top talents will be connected with their personal ethos and passion points, aligning them with brands that are looking for their brand talent and match their ethos. Get Real Voices understands that brands spend an abundance of money on visuals when the future is sound. Brands are looking for that one trusted voice that individuals can immediately identify with their brand; that is where Get Real Voices emerges.
24
I N T H E ST U D I O our strategy
25
& GOALS
• Build a following through social media platforms. • Promote the importance of establishing one cohesive voice for brands. • Establish brand voice. • Bridge the gap between talent and client to help promote long term relationships.
S T R AT E G Y
• Social media campaign; this campaign is specifically targeted toward brands and urges brands to think about why they may not have a cohesive voice. • Use a tone of snark and humor to reach Get Real Voice’s target audience in a relatable way. • LinkedIn advertisements, out of home ads-, website creation, & info-graphics. • PR & media list.
26
Public Relations 27
K E Y TA L K I N G P O I N T S 1.) Get Real Voices foundation is sonic branding. 2.) Get Real Voices was created by seasoned and experienced voiceover actors. 3.) Get Real Voices is a niche and has a very specific audience. 4.) Get Real Voices aims to fix the disruption in the voice over industry.
28
MEDIA LIST
29
PRESS RELEASE FOR IMMEDIATE RELEASE December 12, 2020
Contact: Get Real Voices Phone: 1-800-435-2162 Email: kelley@getrealvoicescom Website: www.getrealvoices.com THE DAWN OF A NEW VOICEOVER ERA
Connecting brands with catered authentic voices that share the same passions. ATHENS, Ga., — Rachael Laya Hoffman and Kelley Buttrick collaborated in the launch of Get Real Voices; a forum where voiceover talents are connected with clients that share their passions. The concept of sonic branding was the focal point and drive that made Get Real Voices come to fruition. Sonic branding is a sound trademark that is used to identify original commercials or products. More than ever, brands are searching for that authentic voice that would strengthen their brand awareness and create an experience for their customers. Imagine a forum where voice talents are connected with their personal ethos and are aligned with a brand’s same passion. More than ever brands are looking for an authentic connection, creating an experience with the power of a voice. Brands spend money on visuals when the future is sound making that sonic connection. “I was a snowboarder and it was my passion,” says Rachael Laya Hoffman, co-founder of Get Real Voices, “I had the privilege to voice the X games and I am deeply connected by this enterprise because of my love of snowboarding. This is what Get Real Voices is about—matching people who have personal connections to a brand.” Interested? Simply go to the Get Real Voices website. There you will see a user friendly directory, more information about the projects and many more. For voiceover talent, they will be able to register for this service. About Kelley Buttrick: Kelley Buttrick of KB Voiceovers and co-founder of Get Real Voices is an experienced voiceover talent and very thrilled for the launch of this project. Fueled by Jeep’s four core values: Adventure, Freedom, Authenticity and Passion, I launched KB4Jeep, a never been done, full-scale campaign pitching my voice to a brand I’ve loved since I was a little girl. This is the same passion and brands I want for Get Real Voices talents.
30
C R E AT I V E B R I E F WHY WE ARE ADVERTISING
We want brands and voice talent to not only become aware of Get Real Voices, but to understand the unique benefit each can gain from Get Real Voices.
COMMUNICATION GOALS
Get Real Voices encourages brands to understand how sonic branding can change the results of a brand, and for talent to have a platform to find their dream brand.
KEY MESSAGE
For brands: Get Real Voices can be a platform that ultimately changes the way your brand is perceived through having one brand voice. For voice over talent: Work with brands you are passionate about along with finding a consistent job with a brand.
TONE
Snarky, sarcastic, energetic, modern, & informative; the brand voice is not bland; the tone reflects the voice of someone with a creative/playful personality while maintaining a professional image.
FEATURES & BENEFITS
Sonic branding is a concept that will shape the way people perceive the brand. Passion comes out in the voice actors' voice when they care about the brand.
31
Target Audience 32
MEET MICHELLE PRIMARY TARGET AUDIENCE
Michelle is a 31 year old who has recently left her corporate job to pursue her passion of starting her own business. Michelle now runs her own boutique, environmentally friendly skincare and cosmetics company in Atlanta. As a young entrepreneur, she needs to find a voice for her new brand that will deliver the same passion that led her to create it.
33
MEET DAN
PRIMARY TARGET AUDIENCE
Dan, a producer who works in the voiceover industry, specializes in talent for TV and radio commercials. As a producer, Dan is always looking for talent that aligns with the product or brand being advertised as he understands the want for cohesion and sincerity in the ads for the talent and brands alike. He aims to find talent that want to be the voice not just for the job, but to make an overall impact with their message.
34
MEET CALEB
SECONDARY TARGET AUDIENCE
Caleb is a voice actor who hopes to work with a variety of brands and companies throughout his career. Aside from work, Caleb lives a very outdoor lifestyle and is often found hiking, fishing or camping. As a family man, he loves teaching his nephew how to ride a bike and enjoys being outside in nature.
35
US I N G O U R VO IC E creative executions
36
Social Campaign 37
SPREADING THE CONCEPT
Our team brainstormed a way we could get brands to understand the concept of needing one voice for their brand. We chose to create a social campaign that would relate to our Target Audience in a funny and sarcastic way. For example, most every one can relate to going to grandma’s house and seeing the casserole pan; we related a common experience to asking brands why they would have a brand without a voice. This campaign is important to raise awareness for Get Real Voices business. We would place these ads on Instagram and LinkedIn.
38
INFOGRAPHICS
These infographics will be used for Get Real Voices Instagram feed when the brand launches their social media. The infographics are an important addition to the feed because brands need to know what sonic branding is to understand the importance of using Get Real Voices.
39
Out of Home Ads
40
T-S H I R T
W A L L- M U R A L 41
BILLBOARD
42
WEBSITE
The website is an integral part of who Get Real Voices is; with the website talent can find brands, and brands can find talent. Get Real Voices website will offer an easy way for talent to create a profile, and also will include an in-depth search engine for brands needing voiceover talent.
43
As the user scrolls down the website, he or she can learn more about services offered, clients served, and the founders. Ultimately, Get Real Voices should be very user friendly so brands and talent can easily take advantage of the free services offered and enjoy their experience.
44
S K I P P I N G F O R WA R D
Future recommendations & conclusion
45
F U T U R E R E C O M M E N D AT I O N S In the future, a website will be launched where voice talent will create their own personalized profile, including their personal interests and hobbies, which will allow a better match for what the clients are looking for; we recommend the promotion of Get Real Voices website on social media pages including Instagram, LinkedIn, and Facebook. Eventually, Get Real Voices can invite brands and talent to participate in video testimonials, where they will talk about their positive experience using the Get Real Voices platform. We also created a moodboard on the following page, and Get Real Voices should use this as a guide for their brand image on their social pages.
46
Message
>
Follow
MOOD BOARD We created this mood board for Get Real Voices to convey the tone of pictures for their Instagram page which has yet to launch. We believe these photos can be used as inspiration for the posts, given the posts match the tone of Get Real Voices. The photos are creative, inspiring, and cool toned with a light mix of warm tones.
47
CONCLUSION Get Real Voices is an up and coming business that is focused on connecting voiceover artists to clients. This idea is a way to create a memorable and authentic relationship between the client and talent, while giving the brand one overall voice that emulates their brand. Sonic branding is the term coined for this concept of using auditory elements to brand your product or service; Get Real Voices plans to use this concept to revolutionize the voiceover talent industry.
48 48
49
