Brand Project Book

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ContentsIntroduction 4

Research 6OverviewPurposeTarget AudienceMarket PositionCompetative AnalysisSWOT

Brand Development 14Target PersonasThemeVoice & ToneSketches

Gala Experience 52Invitation OptionsProgram GuideEventsSilent Auction

Vision of the Future 64

Conclusion 67

Creative Development 26Our LogoLogo VariationsLogo SizingColor PaletteTypographyMedia MixOut of HomeOnlinePrintRaido

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For the past 28 years the Big Hearts foundation has been holding the “Heart of Gold” Gala to garner donations for heart health research. In recent years they have become increasing aware that heart health research and education is a priority for every person on Earth, not just New York State.

Introduction

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It is for others one must learn to do everything; for there lies the secret of happiness.

- Jules Verne

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The audience for the campaign includes returning donors of the annual event, affluent members of New York society, their millennial children, and health conscience people with discretionary incomes.

There is a large amount of charity events in the New York City area; all of these organizations are competing for the same audience and donation pledges. In order to differentiate itself from larger national charities the Heart of Gold Gala must incorporate new technology and social media devices to gain momentum and interest. The purpose of this campaign is to attract more guests and increase donations for this year and years to come.

Overview

Target Audience

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Market PositionSince the Heart of Gold gala has been an annual event for Big Hearts for over two decades there is already a history of previous cost and production value for the event. Sponsors will return for another year, and an established deal with the Brentwood Country Club for use of the premises should be in place. Keeping the gala as a must attend event for the New York City socialites is the key to a great event.

According to an article by Steve MacLaughlin there are over 1,507,231 tax-exempt non-profit organizations in America. The total amount of charitable donations made in 2013 was $335.17 Billion; the highest contributing state was California followed by New York.

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Competative AnalysisCompetitor 1: The Met Gala

The Met Gala is by far the most publicized of charity events; it is a featured story in over 20 magazines, on television shows, and in newspapers around the world.

Competitor 2: The NYC Hope Gala

The Hope Gala is the only charity event developed around a specific Alumni association, and dance marathon.

Competitor 3: Easter Seals NY Power of Hope Gala

The Easter Seals Power of Hope Gala held every spring in New York City helps to provide for childhood development and Veteran programs within New York state.

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SWOT Analysis• Good 28 Year Reputation• Public Awareness Recognition• Established Partnerships

Strengths Weaknesses• Cliché or Trendy Event Themes• Smaller Target Market• Expensive Production Cost / ROI

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Opportunities• Crowd Sourcing• Social Media• Online Streaming• Radio Promotions

Threats• Amount of Charity Events in NYC• May not be the “Hot Topic” for

the current season.

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Katherine McNamara has been feeling a little blue lately; she is missing her daughter Fiona who is currently attending college in California. Every spring the wealthy McNamara family attends several charity events; their presence is always highly regarded. When she received her yearly invitation to the Heart of Gold gala she was thrilled to see a way for Fiona to be there. Katherine quickly called her daughter and directed her to the gala website, where she could sign up to be a remote gala. Fiona was so excited to participate, she thought about how many of her college friends she could invite, what it would be like for her mother to see her on the big screens at the event, and if her father can pull off the Victorian top hat.

Narrative

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This year we are expanding beyond the 500-seat ballroom. The event and all presentations will be web cast to anyone who has donated and signed up for the password through the Heart of Gold crowd-sourcing account.

Strategy

ZagThe Heart of Gold Gala is the only heart charity to incorporate new technology for live streaming around the world.

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Theme

Voice & toneVoice and tone for the campaign will be enthusiastic and fun. Utilize Victorian era terms when possible, and there should be a sense of frivolity mixed with the technological fantasy of Steampunk.

Proper titles and greetings are expected. Use Lady or Sir. Modern slang should not be used, use terms that are elegant. Do not use You or Your, Use Thou and Thy.

The Jules Verne book “Around the World in 80 days” and subsequent films provide an adventurous spirit, and promote modern technology. The rich and luxurious Victorian era mixed with the modern steampunk styling will provide a varied and fun atmosphere at the gala.

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The InheritancePersona Information Persona’s Name: Abigail PrescottGeographic Location: Upper East Side New York City, NY

Target DemographicAge: 34Gender: FemaleEducation Level: Master DegreeIncome: $650,000Occupation: Lawyer

Target Persona’s Story Abigail comes from a large and prestigious family in New York City society, her father took over a very successful and powerful law firm in Manhattan 40 years ago. Following in her family’s tradition she has also become a lawyer, along with her sister and two brothers they now run the family firm. Working in a high stress environment has taken its toll on her family, as her father and oldest brother Jason have both survived heart attacks, and have heart disease. Her father has routinely given to the Big Hearts foundation, and Abigail is proud to be seen at the gala every year.

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The Trend SetterPersona InformationPersona’s Name: Malcolm Winson Geographic Location: Tribeca - New York City, NY

Target DemographicAge: 46Gender: MaleEducation Level: Bachelor DegreeIncome: $460,000Occupation: Film Director

Target Persona’s Story Malcolm knew from a young age that he wanted to be part of the film industry, while attending college he pursued directing. He began his career directing music videos and gradually moved up in the industry to television programs. After five years of filming a sitcom he was able to direct his first feature film. Listed as one of the best up and coming directors, Malcolm’s first three feature films were highly successful.

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Logo Sketches

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Through extensive research five final logo choices were made and tested with audiences. Survey results were split between two of the logos. Based on versatility and the results of specific questions the final logo was determined.

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Mood Board Insiprations

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Our LogoThe final logo has an elegant quality that suites the event, and provides a flexiable range of options for variations that may be needed.

The logo uses a combination of typography and imagery to bring the sense of Victorian Steampunk to life.

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Vertical Logo

HeartGold

The

GalaHeart

of Gold

The

Gala

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Horizontal Logo

Heart ofGold

The Gala

Heart ofGold

The Gala

Heart ofGold

The Gala

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Logo Sizing

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To maintain the appearance of the logo, a clear space has been established for both versions.

Using the h in “The” create the needed spacing for any placement of the logo.

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Color Palette1

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Color 1: Faraday Dark BrownR: 38 G: 15 B: 1 C:56 M: 75 Y: 72 K: 81

Color 2: Marconi BrownR: 64 G: 36 B: 1 C:47 M: 75 Y: 87 K:67

Color 3: Royal Victorian RedR: 82 G: 20 B: 19 C:35 M:98 Y: 96 K:55

Color 4: Edison Light GoldR: 217 G: 198 B: 143 C:12 M:19 Y:51 K:0

Color 5: Tesla Coil GoldR: 191 G: 168 B: 99 C:22 M:30 Y: 74 K:1

Color 6: Doyle Parchment TanR: 242 G: 232 B:201 C:3 M:7 Y:23 K:0

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Color Palette RationalThe colors used provide a visual display of the elegence and warmth of the Victorian Steampunk theme.

The brown colors reflect the use of leather materials, and book covers.

The deep red was chosen for its regal appeal and frequent use in Victorian dresses.

The gold tones bring a sense of wealth and elegence.

The light tan color reflects the use of paper for books that were popular in Victorian times.

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Typography

Header - Bhavers Regular

The fonts were selected to be a mix of old world and modern. The header is a stylized font that has some flourishes but is still easy to read. While the Subhead and Body fonts are a san serif font that is smooth and modern.

Body - Avenir Book

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Body - Avenir Book

Subhead - Avenir Heavy

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Online Media – 40%

• Website• Social Media Accounts• Crowd Sourcing• Scavenger Hunt

Out of Home Media – 25%

• Billboards• Taxi Toppers • Transit Station Posters

Radio Media – 20%

• Broadcast Radio Ad• Streaming Services• On-Air Script

Print Media – 15%

• Health Magazine• Fitness Magazine• Fashion Magazine• Invitations• Event Program Guide

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Online MediaThe main website will be used to provide information on the Big Hearts Foundation, event sponsors, the program guide, and the live streaming service.

A crowd sourcing account will be set up and encourage visitors around the world to donate and take part in the event.

Several social media accounts will be created including Facebook, Twitter, Instagram, and Snapchat.

A scavenger hunt will be arranged several month prior to the gala to encourge participation utilizing the social media sites.

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Out of Home MediaA campaign composed of billboards, taxi cab toppers, and posters will be placed throughout New York City in high traffic areas.

Based on the responses for the online event the campaign could be expanded to other large cities.

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Radio MediaRadio Broadcast PromoAn ad that features the mother and daughter from the narrative, played on broadcast radio stations in the New York area. Including on our event sponsor QLYW Easy Listening Radio.

Streaming Radio PromoAppealing to social media and mobile device users the ad will play on streaming services like Pandora and Spotify.

Live Broadcast PromoRadio station disc jockeys around the New York area will be provided a script to use when speaking on air about the gala.

https://www.youtube.com/watch?v=YO-pzM3hLE8

https://www.youtube.com/watch?v=9qd1ZRR0lNg

https://www.youtube.com/watch?v=Hp9fFJ0A6pw

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Print MediaA print campaign will run through three specific types of magazines to attract attention to the gala.

A health magazine that would appeal to the health conscience donor, and the type of magazine that would be seen in a doctor’s office waiting room.

A fitness magazie that would appeal to health conscience donors that would also be likely to embrace new technology.

The fashion magazine ad would appeal more to the socialties and well to do crowd that will be attending the gala, for not only the charity but also for the social aspects.

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Invitation OptionsKatherine McNamara has attended the Heart of Gold Gala every year for the past decade, when she received the invitation to this year’s event she was surprised and excited. The invitation converted into a pop up box that looked beutiful on her coffe table. She quickly called her daughter and they both RSVP’d on the event website.

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Program Guide

A few weeks later Katherine and Fiona received the event guide in the mail. The talked with each other about outfit ideas, the balloon rides, and the photographer that will be at the event. Fiona was jealous of her mother getting to attend the gala in person but was excited to learn about the remote gala options and how the live streaming would work.

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EventKatherine and her husband Ben walked into the beautifully decorated ball room at the Brentwood Country Club, they were greeted by old friends and new aquantances. As Katherine found their table she looked up at the big screen on the wall to see her daughter Fiona smiling and waving.

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Silent AuctionKatherine has donated to the silent auction before and was eager to see the items on this years list. The new tablets used to register for a number and bid was easy for her to use. Katherine bid on a trip to a winery in California only a few hours away from where Fiona is attending college.

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Live StreamFrom the moment she learned that she could hold a remote gala Fiona was determined to get more of her friends onboard. She was thrilled when over 40 people donated and showed up for her party.

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Everytime the screen changed to a new remote party Fiona was excited to see where they were located. She spotted others at colleges in Ohio, Washington State, and as far as England. It made the experience so much more entertaining to see people with the same cause. She even spotted her parents on the screen once.

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Balloon RidesKatherine and Ben went outside on the patio to find several hot air balloons providing rides over the golf course. It was a highlight that both would not soon forget.

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Photography BoothBefore the evening came to a close Katherine and Ben took a keepsake photo to send to Fiona and remember how much fun they had.

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Every living being is an engine geared to the wheelwork of the universe. Though seemingly affected only by its immediate surrounding, the sphere of external influence extends to infinite distance.

- Nikola Tesla

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Vision of the FutureBringing more technological advancements into events will be important in each new year. Newer generations interact in more digital ways, and to keep them involved in the charity keeping up on the newest devices and tech willl bring more viewers and donations.

The live streaming will be continued and more social media will be incorporated. Future events could also include live streaming on sites like YouTube or Facebook.

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ConclusionThe overall event has been designed to be larger than previous years. By embracing new technology and including younger generations that are just coming into the social world the Heart of Gold Gala can continue to be a relevant experience that many will want to enjoy.

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Prepared by Holly Jacobusholly.jacobus1112@gmail.com