UDeCOTT

Corporate Communications Recommendations

August 2006

OVERVIEW

• The Urban Development Corporation of Trinidad and Tobago Limited (UDeCOTT) has been charged with the responsibility of undertaking a large number of construction projects

• When completed these projects are expected to bring about significant change in the overall landscape of Trinidad and Tobago.

OVERVIEW

• These projects will bring immeasurable social, economic and cultural benefits to all the citizens of the country in line with Government’s objectives as enunciated in Vision 2020

• However, many of the virtues associated with the projects are being undervalued in the face of public criticism which distracts attention away from the gains which are sure to accrue from these construction initiatives

OVERVIEW

• In an effort to set the record straight and to negate the unfair and uninformed criticisms which are being leveled against these initiatives, Valdez & Torry International recommends the implementation of a Corporate Communication Campaign with the following objectives:

OBJECTIVES

• Increase awareness of UDeCOTT’s vision, mission and range of projects

• Provide the public with an understanding of UDeCOTT’s projects and their role in the realisation of Vision 2020

• Increase understanding of how UDeCOTT’s projects will benefit its target publics

• Position UDeCOTT as a responsible developer committed to delivery of their projects on time, within budget and to the highest standards.

TARGET GROUPS

• Employees, Consultants and Contractors of UDeCOTT

• The media• The business community• Professional groups and organisations• Community leaders• Youth groups and organisations• The general public

STRATEGY

• Develop corporate communications strategies which will lay to rest the fears and anxieties which have been the subject of recent public concern and debate

• Put in place systems and procedures which will enable UDeCOTT to respond expeditiously to issues which are raised by any or all sectors of the national community

LAUNCH• Valdez & Torry recommends that the Public

Campaign be launched in two stages:1. A Nationwide Radio/Television broadcast

By the Minister of Planning and Development which will seek to put the Governments’ multi purpose multi faceted construction in its full economic, social and cultural perspective.It must also seek to link the initiative with the leadership role which Trinidad & Tobago is being called upon to play in Regional and Hemispheric developmental efforts for the benefit of the Caribbean as well as North, Central and South America.

LAUNCH

2. A Media ConferenceWhich will give the mass media an opportunity to field questions arising not only out of the Minister’s nationwide address but also any other questions which need to be addressed.

PUBLICITY PROGRAMME

The Corporate Communications Campaign will be

multi-faceted, multi-directional and inclusive of:

• Press, Radio and TV advertisements

• Radio Call-in Programmes• Media Releases• Production of an interactive Website

PUBLICITY PROGRAMME

• A new logo, jingle, television commercial and press spread have been developed to launch the corporate advertising campaign

LOGO RATIONALE

Perpetual Motion• A stylised U, the first letter in the name of the company UDeCOTT has been arranged in a circle.

• The circle is symbolic of two major facets of the organisation UDeCOTT:– The continuing and continuous cycle of building and development that is at the core of UDeCOTT’s work.

– A graphic interpretation of a flower, the circle symbolises UDeCOTT’s commitment to the environment.

_ The graphic is also representative of a stylised steelpan our national instrument

letterhead

envelope

compliment slip

SUNG:it was only a dreama hope and a visionthen UDeCOTT came along

now the UDeCOTT teamis poised to deliverthe reality before long

UDeCOTTcome with uslet us take you there

UDeCOTTfulfilling the visionwithout favour or fear

VO:UDeCOTTbeyond the vision…making it real

Jingle: 45 & 30 seconds

TV Storyboard: 45 sec

TV Storyboard: 45 sec

TV Storyboard: 45 sec

TV Storyboard: 45 sec

TV Storyboard: 45 sec

PUBLICITY PROGRAMME

AdvertisementsTelevision• Television advertisements highlighting the benefits of the construction taking place will be produced

• Press ads complementing the television ads will also be executed

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardCustomer: 30 secs.

TV StoryboardWorker: 30 secs

TV StoryboardWorker: 30 secs

TV StoryboardWorker: 30 secs

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardWorker: 30 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

TV StoryboardLara Stadium : 45 secs.

Site Sign: Lara Stadium

Corporate Centrespread

OTHER UDECOTT PROJECTS

• Graduate Apprenticeship TVC – 30 seconds

• Chancery Lane TVC – 30 seconds

• Administrative Centre TVC – 30 seconds

• Chancery Lane Press / Radio• Administrative Centre Press / Radio

OTHER UDECOTT PROJECTS • North Project Centrespread

– 33cm x 15col F/C• East Project Centrespread

– 33cm x 15col F/C• Central Project Centrespread

– 33cm x 15col F/C• South Project Centrespread

– 33cm x 15col F/C• Tobago Project Centrespread

– 33cm x 15col F/C

OTHER UDECOTT PROJECTS • Udecott Corporate Brochure• Signage for all projects • BillboardA Billboard will be featured in each zone (North, South, East, West, Tobago) highlighting the portfolio of construction.

• Four Page Pull OutA four page pull out will be inserted in all three (3) daily newspapers. This pull out will highlight various projects and feature descriptions/specs of the building

thanks

for this opportunity to present our ideas