Corporate Background
Company Name: Five Star Productions.
Year Founded: 1989
Location: Boca Raton, FL
Number of employees: 65
Type of company: Private
Stock ticker symbol: N/A
Annual Revenue: aprox. $2,400,000
Brand Hierarchy
Brand Research
Target Market:
Men or women between 25 55 years old.
Type: Executives of a company with a product to produce. Could be
corporate or entertainment like a video for an artist or a
movie.
Class: Mid high High class
Education: minimum a Masters degree.
Region: USA
Position on marketplace: 26th on the USA.
Primary competitors: Top film production companies in the
USA.
Five Star vs. Competition:
Recourses to do most of the production in house and in a lower cost
than the top production companies.
Milestones:
Recipient of prestigious industry awards, such as Addy's, Cindy's,
Telly's, and an Emmy award.
Scott Woolley is the recipient of the coveted 1999 "Ernst &
Young Entrepreneur Of The Year Award".
Branding:
Name: Five Star for the universally recognized symbol of quality
.
Logo:
V :the roman number of the number five.
Star on cement: making reference to the Hollywood Walk of
Fame.
Colors:
Black: associated with power and elegance.
Gold: associated with intellect, freshness, and joy.
Purple: associated with royalty, power, nobility, luxury, and
ambition.
Advertising: Click on logo.
Mission Statement:
Our mission and passion is to create television programming and
video content that inspires both the viewer and the Five Star team
creating it.
Just bring us your vision. Five Star will transform it, bring it to
life and magnify it for an indelible impression on your target
audience.
We will exceed your every expectation.
Archetype:
The Magician.
I think that this is the main archetype given that in every area of
this companys web site is reflected an I can do it mentality, there
are no obstacles for them.
Actually there is a part on the company story area that the
president and founder, Scott Woolley states:
When asked who our competition is, I will tell you, "Us. Each
project we complete sets the bar a little higher for the next. We
don't worry about anyone else; instead we choose to concentrate our
full energies on delivering the best that we can, all the
time."
Brand stories:
This is an extract of the companys story and it reflects where they
came from and how far the have come.
HUMBLE BEGINNINGS, INNOVATIVE APPROACH
Five Star Productions began in a small, rented storefront office
space. He hired two employees and was at a standstill. "We didn't
know what to do next, so we had a phone installed, and ordered
business cards and letterhead," he recalls. But the phone didn't
ring. Why should it? No one knew about the fledgling company.
But, much like his innovations in the grocery industry, Scott was
bound to be an innovator in his newest pursuit. He and his
employees identified a niche they felt they could fill. "We liked
airplanes. We had every book, every magazine about flying," he
recalls. At the time, they saw no TV shows that mirrored those
interests. So they made one.
FIVE STAR TAKES FLIGHT
They were right, and Five Star Productions took flight. Advertisers
eagerly bought time on the show, and Five Star's first series,
"Flight" was picked up by a network, then sold into syndication.
Scott built on that success, identifying other untouched areas of
programming, and developing and producing a total of eight series,
five of which are still in production.
MAKING AN IMPRESSION
One of Five Star's earlier productions, the groundbreaking "Today's
Environment", was hosted by noted environmentalist Ed Begley, Jr.
The show not only made a positive impact on the way people regarded
the environment, but made an impression on a world-renown
environmentalist, activist, and fellow entrepreneur.
John Paul DeJoria, CEO and co-founder of John Paul Mitchell
Systems, is an innovator in the hair care industry, and one who
uses his success to benefit others. John Paul saw the show, and
became a frequent sponsor. Because of his reputation as an
outspoken defender of the environment, Scott soon asked him to
co-host the show. John Paul agreed, and brought a new perspective
and appeal to the show.
As Five Star grew, so too did Scott's relationship with John Paul.
Eventually, John Paul and Scott became partners in Five
Star.
Brand Community & Interactivity
Five Star Productions has a very complete website where the client
can see where they came from and where are they going. They can se
examples of their work, a list of clients and testimonies of their
work.
Also, they have a client area where the client has access to it and
have direct hands on contact with the company. All this with the
security of a password and username.
SWOT Analysis
Resources:
Five Star Productions Corporate Website
www.fivestarproductions.com
Company Profile
www.manta.com/coms2/dndcompany_6pv7cl
Color meaning
http://www.color-wheel-pro.com/color-meaning.html
Ries & Ries 2002 The 22 immutable laws of branding. Retrieved
October 15, 2008.