Academic Work from English 4000: Business and Professional Writing
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Academic Work on Re:BrandU and Will Electronics In the Spring semester of 2015 I took an English 4000 course named Business and Professional Writing in order to fulfill a major credit for my degree, but also to reinforce my writing skills in a professional setting. The goal of this course was help the students to learn how to communicate clearly and effectively in a professional setting; an experience that all college students would benefit from before going out into the work force. Besides working on our writing skills, this course gave us the chance to work not only by ourselves, but also in a team setting working on accomplishing a goal like one would in a healthcare setting. The first part of the course challenged us to create or reanalyze our current resumes and cover letters. After this, we were paired up and had the opportunity to have mock interviews, after applying to a job relevant in our field of study. One large part of this course was working on a project within a fake company named Re:BrandU. Re:BrandU is a simulated company which focuses on rebranding companies images ranging from their logos and mission statements to their online presence. The work you will see below is a combination of my personal work and group work from the rebranding of a Saint Louis based company, Will Electronics. Personally, I focused on reworking their Internet presence; reutilizing their use of Twitter and Facebook and changing up their logo and website to be more relevant. In the last several pages, there is the final rebranding proposal, which was a group effort. This presentation was focused on presenting a media kit to several press members displaying the changes the group made to Will Electronics. Enjoy.
19 February 2015 John Doe 1234 Lindell Blvd. Saint Louis, MO 63103 Dear Mr. Doe, My name is Matthew Krzmarzick and I am responsible for our Marketing Division of re:BrandU. As one of our wonderful stakeholders, you have to right to receive information about the agendas of re:BrandU and we are excited to announce that we have signed a rebranding contract with Will Electronics earlier this week. Will Electronics has been apart of the Saint Louis community for over 60 years and has long-term contracts with Bush Stadium, Cardinal Glennon Children’s Medical Center and Logan College. Monday, February 16th, Will Electronics accepted our rebranding proposal, one of many, and together we have signed a 1 year $1 million dollar contract. Over the course of this remaining year and next, re:BrandU will be reinventing the image and reputation of Will Electronics. This project will pull resources throughout all of our divisions, such as Social Media, Public Relations, Graphic Design, Sales, Advertising and even utilizing the contacts we have in other divisions to help network Will Electronics. This contract with Will Electronics is a step in the right direction for re:BrandU. We have a chance to prove to Saint Louis what you, as a faithful stakeholder, have already recognized; that re:BrandU is the best in the business and can not only give you a new logo or slogan, but reinvent companies to show the world who you really are. Sincerely, Matt Krzmarzick, VP of Marketing !
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Matthew Krzmarzick VP of Marketing
re:BrandU 3800 Lindell Boulevard
St. Louis, MO 63108
19 Feburary 2015 Fox 2 News 1235 Lindell Blvd. Saint Louis, MO 63103
Will Electronics and re:BrandU Sign 1 year, $1 million Contract
Dear Fox 2 News: We are please to announce an agreement between Will Electronics and re:BrandU. Early this week, on February 16th, we signed a 1 year, $1 million dollar rebranding contract. During this rebranding period, we will focus on improving the consumer image, updating their online presence and reinventing their goals and focus as a company. This is an exciting time to be apart of re:BrandU because of the rapid expansion we will be experiencing in the next few years. Within the past 6 months the following 4 divisions have been created within our organization: Healthcare, Aviation, International and Education. We look forward to servicing the Saint Louis Community and beyond in the years to come. If you have any questions or wish to learn about our organization please visit our website www.re:BrandU.com or call us at (314) 666-1212.. Sincerely, Matt Krzmarzick, VP of Marketing
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Justin Noetzel Chief Executive Officer
re:BrandU 3800 Lindell Boulevard
St. Louis, MO 63108
April 21st, 2015 Kurt Will Will Securities 9789 Reavis Park Drive Saint Louis, MO 63123 Dear Mr. Will, Thank you once again for giving us the chance to provide the former Will Electronics with the chance to fully realize its potential as a business by fully equipping yourselves with essential marketing components provided to you by our business of re:BrandU. Enclosed within this media kit, you will find the best supplies to market your rebranding to the world from the best marketing minds we have at our company. Please take the time to read the following information to best understand how to utilize the tools provided to you in order to most effectively promote your new brand of Will Securities. Within this kit, you will find several components to effectively display your transition from Will Electronics to Will Securities. These media kit items include a fact sheet to provide general information to your clients and associates after the rebranding; a backgrounder to provide information about your company’s history, including past rebranding decisions and big steps the company has had along with its most recent decision to alter its brand from Will Electronics to Will Securities; a mock-up of the new website designed to coincide with your recent decision to rebrand that has been put together to effectively showcase your new design and integrating a new timeline for the history of Will Securities, as well as a catalog of cost-effective items to be given at conventions to potential clients; a press release to the media over detailing the rebranding process; an identity sheet of the members at our company, detailing their involvement in the rebranding process; and lastly, a series of advertising campaign materials including a radio ad to be aired several times a day on stations such as 101Sport and NPR for a cost ranging from $106 to $2000, a short television ad to be played later in the evenings on news stations to attract an audience of homeowners and parents, and plans for a billboard to be displayed near highways. In addition to this, a physical media kit is to be included to be sent to current and potential clients in a security lockbox that holds a company backgrounder in the form of a birth certificate, the facts from the fact sheet in the form of currency, and a flash drive holding the rest of the media kit’s documents.
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Our company would once again like to state our appreciation for the opportunity you have given us to take your brand to the next level of today’s market. It has been a pleasure to do everything to make sure that you and your company are taken care of during this transition of your brand from the past into this new era of Will family legacy. We wish you luck during your time as Will Securities and would be happy to give our services for any further rebranding assistance you may need. Sincerely, Dr. Justin Noetzel Chief Executive Officer re:BrandU Encl.: press release, backgrounder, fact sheet, radio script, tv script, website mockup, identity sheet
re:BrandU 3800 Lindell Boulevard
St. Louis, MO 63108
Re:BrandU is a company hired by businesses wishing to rebrand themselves through means of logo, name, style, and/or design changes at the discretion of the company and the employees delegating the rebranding process. At re:BrandU, we house several different departments that are utilized during a company’s rebrand, allowing us to be flexible enough to take on any project and be able to hit every possible detail to effectively change a company’s aesthetic identity. For the unique process of rebranding Will Electronics to Will Securities, we assigned a very gifted team to the process, each with their own specialties and responsibilities. Catherine Honigfort: Catherine’s role during the Will Securities rebrand was primarily design and format. Being in charge of the website redesign, Catherine created several potential pages of a newly renovated website for the new Will Securities. Included in this is an interactive company timeline, information on the company’s biggest clients and projects, as well as created a newer and sleeker update of the company logo all on par with the company’s new black and red color scheme. Catherine’s design skills were also utilized to create potential templates for the media kit’s fact sheet as well as creating the company’s backgrounder. Ben Kennedy: Ben had his influence in two departments as he participated in both research and design for the Will Securities media kit as he did his part in creating potential templates for the fact sheet alongside Catherine as well as create a billboard to be used for advertisement. Also, for the physical component of the media kit, Ben designed and created the birth certificate backgrounder along with the currency styled facts. Matthew Krzmarzick: Matthew’s contribution to the media kit for Will Securities was mainly writing and advertising. To complete the media kit fully, Matthew wrote the press release for the media, as well as scripted a radio ad and did all necessary research for the ad, which included potential cost as well as targeted radio stations to play the advertisement on with a determined frequency in mind as to how often to play it. Tyler Myers: Tyler’s additions to the media kit lie within the writing department of the media kit project. Tasked with identity sheet, client letter, and certain advertising components, Tyler articulated specific points of the media kit and its components to the client, Will Securities, in the client letter, discussed the delegations of the project in the identity sheet, as well as created the mock-ups for convention swag items, and scripted a short tv spot for television advertising.
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Kurt Will CEO
Will Securities 3800 Lindell Boulevard
St. Louis, MO 63108
21 April 2015 Fox 2 News 1235 Lindell Blvd. Saint Louis, MO 63103
Will Securities
Dear Saint Louis Community, Will Electronics has been serving the Saint Louis Community for over 60 years, providing the best in advanced security solutions. Currently, Will Electronics hold contracts with Busch Stadium, SSM Cardinal Glennon and many other large Saint Louis based community companies. Traditionally, Will Electronics has been focused on serving our communities needs on a large scale. But with working with re:BrandU for the past 6 months we are developing a new focus and direction of our company. We are proud to announce our change in name to Will Securities to better describe the new focus of our business. Will Securities will now be serving small businesses and families across the Saint Louis area in their needs. Will Securities will continue to service large companies, but is now more focused now serving you, the small business, Mall and Pa show, hardworking Americans. If you have any questions or wish to learn about our organization please visit our website, www.willsecurities.com or call us at (314) 555-5555. Sincerely, Kurt Will CEO
• 1955 Carl R. Will founded the company, calling it CARL WILL TV. Our focus at that time was on the repair of televisions and radios. Carl's philosophy was to "treat your customer the way you'd like to be treated."
• 1975 We expanded into the industrial video products market by servicing and repairing Closed Circuit Television (CCTV) systems.
• 1981 We began offering the complete design, engineering and installation of CCTV systems.
• 1989 As a result of our continued success and company growth, we moved to a larger facility.
• 1991 We changed our company name to WILL ELECTRONICS to better describe the diversification and focus of our business.
• 1993 We began offering the complete design, engineering and installation of Access Control systems.
• 1998 To improve on the management, storage and efficiency of video recording, we introduced Digital Video Recording systems. We also added Video Badging systems and supplies to our product line.
• 2003 We relocated to a new, larger facility in order to increase efficiency and to better serve our customers.
• 2006 We began offering the design, engineering and installation of IP MegaPixel technology CCTV system solutions.
• 2008 As we continued to grow as a systems integrator, we added the complete design, engineering and installation and monitoring of Security Alarm systems.
• 2015 Expanded into small business and home security specializations in order to better serve our Saint Louis community.
• 2015 We changed our company name to WILL SECURITIES to better describe the new focus of our business.
Advertising Materials:
Radio Ads:
Radio Script 1
Time: 15-20 seconds
From: Will Securities
- Security is everyone’s concern, but it is our business.
- Kurt Will here, proud to announce that Will Electronics is making the change to Will Securities to better serve the Saint Louis Community.
- Will Securities is now more focused on providing protection to you, the small business, Mom and Pa shop, hardworking Americans.
- For more information call 1-800-555-5555 or check out our new website, willsecurities.com
Radio Script 2
Time: 15-20 seconds
From: Will Securities
- Ever feel scared or unprotected in your own home? Have you ever worried about the safety of your family? Let us take over.
- Will Securities, a homegrown, Saint Louis company is now focusing on protecting and providing security to our community.
- For more information call 1-800-555-5555 or check out our new website, willsecurities.com
Television Ad:
Television Ad
Time: 15 seconds
From: Will Securities
*loud indistinct chatter of a middle school hallway is heard in the background as the camera slowly zooms towards a group of lockers being guarded by a man resembling a Secret Service agent*
*a shorter child walks up to the locker next to the security guard and reaches up to unlock his combination lock but is too short to reach the lock*
*after a failed attempt at unlocking his lock, the security guard reaches over to unlock and open up the locker door for the child*
Child, while grabbing books from his locker: Thank you.
*the security guard nods without making eye contact*
*the child shuts his locker door and turns around to walk to class*
*hard cut to black with the Will Securities logo fading in*
*text appears under logo*:
“Will Securities
For ALL Your Security Needs”
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Prices%for%advertising%materials:%!!
• Radio!Spot!
o Between!$1000W$2500!depending!show,!frequency,!and!time!of!day.!!
