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C: 0M: 0Y: 0K: 0
C: 74M: 1Y: 74K: 0
C: 85M: 75Y: 29K: 13
R: 255G: 255B: 255
R: 52G: 181B: 117
R: 63G: 76B: 120
FONTGOVERNOR
Normal kearning
and leading ontagline copy, logo
lettering individuallysized.
COLOR SCHEME
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LOGOThe new logo provides a mark that isrecognizable and
willcreate brand recogniztion with our
traget audience. The coolcolor tones reect a
dependable,non-invasive brand personality whilealso creating a
sense of trust and se-cuirty for the audience.
SECONDARY PLACEMENT OPTION:
taglineOur tagline embodies the brand that isthe voice and hands
for theBaton Rouge community. The brandwants to be top-of-mind when
the
community is ready to get involved.2BR is here to bridge the
gapbetween the Baton Rouge communityand the new possibilites that
are outthere waiting to be discovered.
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OBJECTIVE
Our objective is to increase awareness to the 2BR brand among
the Baton Rouge community and statewide, and in turn,increase trafc
to the 2BR website. We want to garner social media and PR buzz,
while having users actively engage and
interact with the brand.
AUDIENCE
Our primary target audience is millennials in the Baton Rouge
community that are looking for an alternative to the
widelypublicized partying scene associated with your typical
college town. These millennials are about 18 through 34 years
old,encompassing both college students and young professionals.
Growing up in the digital age, they are always-on andhighly
connected with social media. They typically struggle nancially
thanks to a tough job market, low income, and/orstudent loan debt.
Despite a nancial struggle, millennials still tend to be highly
philanthropic and enthusiastic about socialcauses. They should care
about us as our brand is an embodiment of their interests,
providing them with a number of
opportunities to connect and express themselves as they see
t.
STRATEGY
Our audience needs to know that 2BR is an authentic and reliable
brand that is rst and foremost for the community,championing
community empowerment above all, with an online presence that
offers information on fun and excitingevents tailored for our
audience, as well as providing a place where they can connect and
actively engage with others inthe community that have similar
interests.
CHANNELS
Digital will be our primary channel to communicate with the
audience through our revamped website and social mediapages. We
will also actively engage in-person with our audience at events
publicized by the brand, as well as letting word-of-mouth further
spread brand recognition.
TACTICS
We will use lifestyle marketing tactics to tell the audience our
message, appealing to the social values and conversationunique to
millennials in order to drive them to take action. The lifestyle
marketing will be evident in our more frequent blogposts and
community events. Our tone will be one that is witty and humorous,
but subtly commanding, to help motivatethem to engage and interact
with the brand.
CREATIVE BRIEF
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COMPETITION
2BR nds their biggest similarity brand-wise with Bite and Booze,
being not only a blog site, yet also a brand that is
a strong advocate of the Baton Rouge community as a whole. We
differentiate ourselves by not being limited to onegenre as
bloggers and directly appealing to the desires and lifestyle of our
audience.
ENGAGEMENT
Our audiences involvement with the brand will be one that is
highly personal and engaging. The most-buzzed aboutand largest form
of involvement will come in philanthropic challenges similar to the
Geaux for BRoke Challenge.Audience members participating in the
challenges will be featured in daily social media posts documenting
their prog-ress. Prior to and after the challenge, user-submitted
blog posts will also serve as a source of engagement, as wechoose
one a week to publish to the website. Attendance and participation
in various events publicized by 2BR willalso spur engagement.
EXTENSIONS
Viral buzz and PR as a result of the challenge will give our
message longevity and establish our brand for the ongoingfuture.
Regular weekly blog posts covering events for the upcoming weekend
in Baton Rouge and statewide will bringconsistent trafc to the
website. We will also further expand our brand by launching a radio
show that will relay 2BRevent information as well as create another
platform to interact with the audience in a more personal manner.
Theradio show will reect the brands tone and message through a
unique persona, specic to the show, while activelyengaging the
audience through live tweeting. Both the radio show and website
would compliment each other whilealso both presenting unique
information.
LAUNCH
The campaign will launch with a public launch party that
sponsors a local charity and provides live entertainment. Thelaunch
party will reveal our new logo and revamped website, along with
having a local celebrity (whose identity willbe kept secret)
announce our upcoming philanthropic challenge. Advertising for the
party will begin approximatelyone month before the event using the
aforementioned digital and word-of-mouth channels, along with
promotionalposters and email marketing. The challenge would then
begin two weeks after the launch party, allowing ample timefor
awareness of it to grow. The launch of the new brand will be
followed by the launch of the radio show to uphold aconsistent
presence with our audience.
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The website will provide our audience with updated information
on what is current in the community. ThePlay and food sections will
include daily deals from restaurants throughout Baton Rouge, 2BRs
top picksfor the week and more. The Connect icon will bring you the
blog forum where users can stay connectedwith the 2BR brand and
also submit their own personal experiences with 2BR and their
community.
WEBSITE
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The mobile site will allow our audience to stay connected on the
go. The eats and play features willhave the same content as the
website. A unique aspect of the mobile site allows for users to
inter-act with each other and post updates on long lines, quality
of the establishment and the size of thecrowds when venturing
around their city.
Mobile Site
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2BR will create a strong socialmedia presence through
interactivechallenges that the audience canfollow through all four
socialmedia channels the brand willutilize. The content produced
will
promote the events 2BR is engagedwith as well as promote the
branditself. Social media will also be theplatform where the owners
of 2BRwill be able to share their personalinsight and stay current
with theiraudience members.
SOCIAL MEDIA
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JOSH W. HOWARD[Mr. CEO]
www.2BR.org
123-456-7890
[email protected]
www.2BR.org
Ryan Chenevert[Mr. CEO]
123-456-7890
[email protected]
An essential part of the 2BRbrand is connecting to
theorganizations it interacts with and
its audience members. Stayingcurrent requires an
on-the-gobusiness style that makes itnecessary for quick
impressions.A business card will create atangible connection with
theclient and lead to furtherinteraction with the brand.
BUSI NESS CARD
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The new campaign will launch with a freepublic concert on the
Parade Grounds on
Louisiana State Universitys campus. The concertwill be headlined
by a popular local band and will
sponsor the support of a local charity. This willserve as the
introduction to the new brand and the
execution of a philanthropic challenge. 2BR willpartner with LSU
Campus Life and local charity
foundations in an effort to help sponsor the eventand further
awareness.The event will be promoted
heavily through social media in the weeks leadingup to the
launch. The event itself will feature the
free concert as well as various tents/booths set upfeaturing
contests and games to give out
prizes, such as free passes to other upcoming
social events in the Baton Rouge area. Thiscampaign will draw a
large amount of awarenessto not only our new brand, but our
great
philanthropic service as well. The partnership withLSU Campus
Life and local charities will also
provide further promotion for 2BRsbusiness-to-business
opportunities.
LAUNCH RADIO
EXTENSION
2BR will also carry on with the radio show set inmotion by the
2BRokeGuys brand. The radio showwill feature Josh and Ryan
discussing weeklysegments covering material both on their
website,as well as exclusive material. Topics of conversationwould
include highlighting the picks of the week inregards to the event
and dining options, as well ashosting a guest speaker each week to
share theirown pick of the week. Listeners to the radio show
would also be eligible to call in and receiveexclusive content
and giveaways in relation toevents publicized by 2BR.
The 2BR brand provides unique services to theircommunity. Once
the establishment of the brand isconcrete in the local community we
plan to expandour reach across the state and eventually thecountry.
The movement to other cities will begin witha social media hashtag
such as #2Nola or #2NYwhich will later be incorporated into blog
posts. Onceour presence is established in the new cities,
website extension will be discussed.
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