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Branding Storyboard of 21

Storyboard designed by: Beth Montgomery-Smith

Course title: Our Approach – Existing Users

OUTLINE

Introduction

Logo Evolution

Apples Evolution

Nikes Evolution

Branding Evolution of Major Companies

Course Overview Why We Did It

Branding to Businesses

Brand Recognition

Brand Recognition Results

Boosting Sales Credibility & Capturing a Market Position

Unify & Simplify Our Message

Addressing Commoditization Trends

Knowledge Check

What We Did

Introduction

Telling the Right Story

Company Messaging

Impact of New Messaging

Updating Our Logo

Knowledge Check

Client Experience

Introduction

Overview of Services

IT Staffing Solutions

IT Talent Management Expertise

IT Services

Offerings Activity

Services Activity

Our Approach

Theme # 1:Quickly Respond to the Changing Market

Theme # 2: Attract, Develop, and Retain Great People

Theme # 3: Tackle Unfamiliar Territory with Confidence

Theme # 4: Flexible Delivery Options

Theme # 5: Trustworthy Providers

Summary New Branding Message

Introduction

Our IT Staffing Solutions

Our IT Talent Management Expertise

Our IT Services

Global Services

Our Delivery Options

Impact of Our Culture

Adding Value to Our Clients

Comparing TEK to Staffing Competitors

Comparing TEK to Staffing Competitors continued

Knowledge Check

Conclusion

Introduction

Brand Message Summary

Knowing Our Story

Next Steps Conclusion


Chapter 1: Introduction

Ch 1, Pg 1: Logo Evolution

Audio: What image comes to mind when you think of Apple Computers? This probably isn’t the image you had pictured in your head. When Apple was started in 1976, the logo was a complicated picture of Isaac Newton sitting under a tree.

What image comes to mind when you think of Apple Computers? Programmer Note: Image of original Apple Symbol should appear with a slight delay after questions.

Static image(s)

1976 apple logo

Flash animation:

Hot Words/Pop-Ups: N/A Related resources (.pdfs, links): N/A

Notes to developer: The following question should appear on the screen first: “What image comes to mind when you think of apple computers?” Then after a 3-5 second delay the 1976 Apple Icon should appear.


Ch1, Pg 2: Apples Evolution

Audio: No matter hold old you are, during your lifetime companies you purchase products from have changed their brand. You may not have even recognized the changes at the time, but overtime the logos evolved. Roll your mouse over each logo on the screen to learn more about the changes that have occurred over the years.

Developer Note: Audio below should play when learner rolls over corresponding image on page. 1976 - Apple was started; the logo was a complicated picture of Isaac Newton sitting under a tree with the inscription: “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone. 1976 to 1998 – The company decided it was time to simplify the logo. The ‘Rainbow Apple’ logo was created and used until 1998.

1998 - When Apple launched the new iMac, they changed their logo to a monochromatic apple logo, almost identical to the previous rainbow logo used from 1976-1998.rainbow logo.

Current Logo – Today’s Apple logo comes with nice gradient chrome silver design. It is one of the most recognized brand symbols in the world today, and the shape is what identifies the company more than the color.

Apples Evolution Roll your mouse over each logo to learn more about changes that occurred over the years for Apple.

Static image(s):

1976 apple logo

1976 to 1998 Rainbow Apple Logo

1998 black apple logo

current apple logo

Flash animation: Would like to create an interactive timeline for the learner.


Notes to developer: Would like to have an interactive timeline for the learner to rollover to hear corresponding audio. Make sure the learner cannot roll over the image until after the audio for the page has finished playing. We don’t want two audio clips playing on top of each other. Chris Greer will test to see if rollovers with audio will work for this page.


Ch1, Pg 3: Nikes Evolution

Audio: Let’s look at how other companies’ logos have changed over the years.

Developer Note: Audio below should play when learner rolls over corresponding image on page. 1971 – Nike’s logo is created by Caroline Davidson for just $35.00. 1978 –It took the company 7 years to realize the negative impact of having the text and the swoosh overlapping each other. 1985- The main part of the logo hasn’t really changed with time. Minor tweaks were made during this time.

Current Logo – As Nike gained recognition, the company name was dropped from the logo which makes it simplistic and memorable. The company has different variations of this logo for its various departments.

Nike Branding Evolution Roll your mouse over each logo on the screen to learn more about changes that occurred over the years for Nike.

Static image(s): \\publicfs\imedia\Learning Projects\chris\Projects\TEK - Branding Project\Photos\Nike

1971 Nike Logo

1978 Nike Logo

1985 nike

Current Nike Logo

Flash animation: Would like to create an interactive timeline for the learner.


Notes to developer: Would like to have an interactive timeline for the learner to rollover to hear corresponding audio. Make sure the learner cannot roll over the image until after the audio for the page has finished playing. We don’t want two audio clips playing on top of each other.


Ch1, Pg 4: Branding Evolution of Major Companies

Audio:

<Slide show of Logos from next page play here>

Static image(s): \ Images have been organized in folders for each brand: Pepsi, Ford, Microsoft, IBM, FedEx

Flash animation:

Hot Words/Pop-Ups Related resources (.pdfs, links)

Notes to developer: Have company logos on the next page with timeline dates appear to show how they have evolved over time. Would like to include music. Open to ideas for best way to layout this page.


Logos

Ch1, Pg 5: Course Overview


Audio: We are living in the Brand Era. Today’s audience demands branding built around an experience. As a company, XYZ wants to clearly define how we position ourselves in the market to make it easier to sell our suite of services, get more and better business, and grow our market share. When the new messaging is used consistently, it will enable us to tell a unifying, credible and compelling story about who we are, what we do, and what makes us different. We will cover the following topics:

› Why We Did It

› What We Did

› Client Experience

› New Brand Message

› And Next Steps for You Let’s get started by taking a look at why we decided to change our branding messaging.

As a company, XYZ wants to clearly define how we position ourselves in the market to make it easier to sell our suite of services, get more and better business, and grow our market share. Our new messaging, when used consistently, will enable us to tell a unifying, credible and compelling story about who we are, what we do, and what makes us different. We will cover the following topics:

Static image(s) \ Agenda_and_Impact_Icons

Flash animation: N/A


Notes to developer: Once audio says “Today, we will share…” the audio lists each of the sections. As the audio says the section name, I would like to have the corresponding icon on the page appear. Once audio says “Let’s get started by taking a look at why we decided” highlight the Why We Did icon. Open to ideas for the best way to highlight the icon. Could we make the icon become bigger or a more prominent color?

Chapter 2: Why We Did It


Ch2, Pg 1: Branding to Businesses

Audio: Branding to businesses is different from branding to consumers. We are branding to a specific targeted population of buyers who are making decisions on behalf of their companies. Business buyers have more at stake than consumers. An individual buying the wrong shampoo might experience a bad hair day. A corporate IT buyer, selecting a provider to support mission critical applications for an investment bank, faces much bigger risks. A mistake here could bring down the company, affecting the lives of thousands of employees and customers. Our buyers must take a leap of faith when selecting a provider and our brand is what helps them make this decision. Branding in this situation is focused on the market reputation we’ve built up by keeping our promises. TEKsystems does little to no advertising. We rely heavily on word of mouth and having exceptional references. We are committed to consistently meeting the expectations of our clients through every interaction. As a TEKsystems employee, you are on the front lines and have many opportunities to reinforce our brand messaging with clients. Your diligence in executing on their expectations and commitment to top notch service reinforces this message.

TEKsystems branding is focused on a targeted population of buyers who make decisions on behalf of their companies. Branding in this situation is focused on the market reputation we have built by keeping our promise. Since we do little to no advertising we rely on word of mouth and having exceptional references. An individual buying the wrong shampoo might experience a bad hair day. A corporate IT buyer, selecting a provider faces much bigger risks. A mistake here could bring down the company, affecting the lives of thousands of employees and customers. TEKsystems does little to no advertising. We rely heavily on word of mouth and having exceptional references. As a TEKsystems employee, you are on the front lines and have many opportunities to reinforce our brand messaging with clients. Your diligence to executing on their expectations and commitment to top notch service reinforces this message.

Static image(s) Walking Tight Rope Image: http://us.fotolia.com/id/191434

Flash animation:


Notes to developer:

http://us.fotolia.com/id/191434

http://us.fotolia.com/id/191434


Ch2, Pg 2: Brand Recognition

Audio: Market reputation is what helps people recognize and remember the brand. On average, clients of staffing firms can only name a small number of staffing firms from memory. Who do you think are the top three most recognized staffing brands?

From the list below, select the top three most recognized brands. Adecco Aerotek Kelly Services Manpower Group Randstad Spherion Staffmark TEKsystems <add our new logo> <submit button>

Static image(s)

manpower_logo

adecco_group_logo

aerotek

kelly_services

staffmark

spherion

randstad

Top Brand Medal Image:

http://www.fotolia.com/id/24318258

>

Hot Words/Pop-Ups Related resources (.pdfs, links) Submit button should move learner to next page.

Notes to Developer: Items listed on the page should appear with check box. Learner should be able to select 3 items.




Ch2, Pg 3: Brand Recognition Results

Audio: Does the information on the page surprise you? This lack of recognition for TEKsystems creates both challenges and opportunities for staffing firms. With limited recognition and knowledge of even some of the largest brands in staffing, how do we break through? The number one resource for creating brand recognition is through referrals. Our clients will refer us to other companies as a result of their experiences. As you can imagine, having these referrals is critical to us. How do we ensure our brand messaging instills confidence in our clients and clarify what we do? Looking at things from this perspective allowed us to develop key goals for our branding initiative. Let’s take a look at these goals.

The number one resource for creating brand recognition is through our referrals.

Survey provide by CareerBuilder 2011

Static image(s) \\publicfs\imedia\Learning Projects\chris\Projects\TEK - Branding Project\Photos

industry graph


Notes to Developer:


Ch 2, Pg 4: Boosting Sales Credibility & Capturing a Market Position

Audio: Why did we undertake this initiative to update our brand message, look and feel? Simply put: we want to boost sales credibility and gain a market position which enables us to do two things: easily display the value of our services, and improve our chances of earning exclusive, longer-duration, higher-margin business.

Sales and recruiting aren’t easy. And they are getting harder today as the IT market continues to evolve, new skills emerge, and our clients buy their services differently.

We want to boost sales credibility and capture a market position which enables us to:

Static image(s)

Woman_sellwithease

Man-money

Flash animation:


Notes to developer: N/A


Ch 2, Pg 5: Unify & Simplify Our Message

Audio: To dominate the market, we need to ensure we are known for the problems we can solve, and elicit conviction from our clients that we are critical in helping them achieve their goals. We want them to understand what we do, how we do it, and what makes TEKsystems an ideal partner relative to other competitors in the market. To address these issues, we wanted our refreshed brand message to accomplish the following goals:

Establish consistency in our messaging by clarifying where we play and what we do. Over the years we’ve invested in new staffing models and new services within our TEKsystems Global Services portfolio. Without a solidified overarching brand message, we discovered that there was little clarity or consistency in how we discussed our company in the market. This, in turn, was causing our clients to be confused about who we are, what we do and how we’re different from our competitors. As a result, we weren’t getting opportunities for business that should be in our wheelhouse, and we found ourselves frequently struggling to justify our value to our clients. We believe our chances of earning exclusive, longer-duration, and high-margin business vastly improve when clients know about and understand our expertise.

Clearly demonstrate the synergies between our various service lines. We set out to explain how our staffing expertise fits into and reinforces our Global Services expertise, and vice versa. We built a suite of services intentionally to offer our clients the flexibility, scope, and partnership we know they want from their service providers.

Rise above the growing commoditization of the staffing industry by being bolder about the expertise we possess, and which we know our clients need. With our client base and our consultant network, we have unique insight and expertise that can help our clients successfully deliver on their IT programs. We want to solidify our value proposition and lay claim to what makes us a service partner of choice.

Click each image to hear from our leadership team.

To address these issues, we want our refreshed brand message to accomplish the following goals:

Click each of the images below to hear leadership’s perspective on why these goals are important. <VP pic> <vP?>

<Need pic>

XYZ xyz s xyz Vice President Vice President Director Healthcare Services Financial Services Regional Sales

Static image(s)

Business-Cartoon_Peps_FLAG

Business_Cartoon_Peps_Puzzle

Business_Cartoon_Balon

et image of leadership>

Flash animation:


Notes to developer: Would like to highlight images on the screen to match audio in bullets. Audio for Bullet #1 – Highlight establish consistency image Audio for Bullet #2 – Highlight clearly demonstrate the synergies image Audio for Bullet #3 – Highlight rise above the growing commoditization image Once the goals have been discussed, have avatars and text fade off the screen. Have text “click each of the images….” and the pictures of leadership to come on screen. Learner should be able to click the image and hear the corresponding video.

Audio clips are saved here: S:\i.Media\Video\chris\audio_brand

Kevin Phelps – please use phelps.3 Allen Kriete - <under development> Jason Degroff - <under development>


Ch 2, Pg 6: Addressing Commoditization Trends

Audio: One of the key drivers for refreshing our brand is addressing the commoditization trends that are increasingly affecting our business. Research we performed as well as research collected from other respected institutions reveals some trends that are and will continue to disrupt the industry in which we play. To be dominant, we need our clients to see us as different and better than our competition. Developer Note: Audio below should correspond with circles.

Circle #1 Audio: A research study published by Aberdeen reiterates the trend toward staffing commoditization. It showed the majority of IT leaders believe the IT staffing industry is commoditized – in other words, clients see no real difference between one firm and another and no reason to partner with one more than other. All firms claim to care about quality. All firms talk about their quality processes.

Circle #2 Audio: According to Staffing Industry Analysts, we also know that the Procurement function leads staffing supplier selection at a large percentage of firms. Procurement allows us to purchase goods and services at the best possible cost.

Circle #3 Audio: Additionally, the majority of large IT staffing buyers report utilizing a VMS. These shifting buying behaviors can hurt our ability to build great relationships with end-using IT hiring managers. While these IT managers may care more about quality, the procurement and VMS functions tend to emphasize cost and speed priorities, thereby relegating us to commodity status. The involvement of Procurement and VMS also has started to raise the bar on what we need to be able to do for our clients. More and more businesses want to rely on fewer vendors for more services. They’re looking for providers who can understand their business and put some skin in the game to help them achieve their business goals. These trends are not going away so we need to ensure we articulate our value and differentiators.

Circle #4 Audio: So how are these trends affecting our own reputation in the market? Our most recent staffing survey shows that more than half our clients see no differences between us and our competition.

We need to actively address the commoditization trends that are increasingly affecting our business. Research reveals some trends that are and will continue to disrupt the industry in which we play.

Developer note: Start with even scale.

Developer note: As each ball gets added the scale tips down on the Commoditization side.

Static image(s):

Flash animation: Would like to create a balancing scale similar to what is on slide 4 of the PPT. Start off with the even scale then as each circle gets added the scale tips down on the Commoditization side. Would like the circles to correspond to timing in the audio. Circle #1 – 63% of IT leaders believe the IT staffing industry is commoditized. Circle #2- Procurement leads staffing supplier selection at 69% of firms. Circle #3- 84% of large IT staffing buyers report utilizing a VMS. Circle #4 - 57% of clients see us as the same or worse than our competition.

Hot Words/Pop-Ups: Commoditization is a Hot Word with the following text: is the process by which goods that have economic value and are distinguishable in terms of attributes (uniqueness or brand) end up becoming simple commodities in the eyes of the market or consumers. Price alone determines consumer behavior. Related resources (.pdfs, links): N/A

Notes to developer: – please use the scale image you sent me after our call. Would like the circles to correspond to timing in the audio.

http://en.wikipedia.org/wiki/Goods

http://en.wikipedia.org/wiki/Value_(economics)

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Commodity

http://en.wikipedia.org/wiki/Consumer


Ch 2, Pg 7: Knowledge Check

Audio: For this activity, determine if the information listed in the circle falls within the differentiation or commoditization side of the scale.

Directions: Determine if the information listed in the circle falls within the Differentiation or Commoditization side of the scale. Drag and drop the circle to the appropriate side, then click the submit button.

<submit button> Circle One – We possess a core competency in sourcing talent. (Answer: Commoditization –Sourcing talent is similar to competing IT service provides and does not differentiate TEKsystems) Circle Two – We get in at the ground level to help our clients shape their business needs. (Answer: Differentiation - Getting in at the ground level to help clients shape their business needs differentiates us from other IT service providers.) Circle Three – We can offer a point of view on ideal approaches and problem solving methodologies through our global services teams. (Answer: Commoditization – Many IT service providers can offer a point of view on ideal approaches and problem solving.) Circle Four – We provide scalable IT Services under a managed, project based or outsource model to assume responsibility for high levels of complexity. (Answer: Differentiation – Providing scalable IT Services under a managed, project based, or outsource model differentiates us from other IT service providers) Circle Five – We collaborate with our clients and custom build the solution that is right for them. (Answer: Differentiation – Collaborating with our clients and custom building solutions for them differentiates us from other IT service providers.)

Static image(s)

Flash animation: Use same scale as previous storyboard slide.


Notes to developer: I’m open to ideas for the best way to layout this activity. Would like to have the possible answers appear as circles (or whatever you think would look best) appear near the scale. The learner will need to drag and drop the circle to either the Differentiation or Commoditization side. Once all items have been placed on the scale, the learner should click submit to review feedback on how they did. I have listed the answers along with feedback above in red. What do you think would be the best way to present the feedback? Is there a way at the end to have the circles move to the correct spots and have the scale tip?


Chapter 3: What We Did Ch3, Pg 1: Introduction

Audio: Now that you have a better understanding of why we decided to update our company messaging, let’s take a look at what we’ve done.

Static image(s) \\publicfs\imedia\Learning Projects\chris\Projects\TEK - Branding Project\Photos\

Agenda_and_Impact icons

Flash animation:


Notes to developer: Once audio says: “let’s take a look at what …” highlight the What We Did icon. Open to ideas for the best way to highlight the icon. Could we make the icon become bigger or a more prominent color?


Ch 3, Pg 2: Telling the Right Story

Audio: Top companies know that even if you have the best company in the market, you must be able to convey that to customers or you’re doomed to fail. One of the most crucial tools in our brand messaging toolkit just happens to be one of the simplest things to do. Storytelling.

While you may quickly forget carefully crafted statements

and principles, you’ll often remember a compelling story.

Stories can be passed down for generations. One of the

best ways to engage our customers is to tell an engaging

story. Not a fairy tale, but a true story that demonstrates

why our brand is unique and compelling.

Our company messaging, meaning how we talk and write

about ourselves in the market has changed. We want to be

known for what we know and continue to gain respect for

our expertise. Defining our brand message with the right

story will help us to strategically share what we know and

show our value to our clients.

Top companies know that even if you have the best company in the market, you must be able to convey that to customers or you are doomed to fail. One of the most crucial tools in our brand messaging toolkit just happens to be one of the simplest things to do. Storytelling.

While you may quickly forget carefully crafted statements and

principles, you will often remember a compelling story. Stories can be

passed down for generations. One of the

best ways to engage our customers is to tell an engaging story.

Not a fairy tale, but a true story that demonstrates why our brand

is unique and compelling.

Our company messaging, meaning how we talk and write about ourselves

in the market has changed. We want to be known for what we know and

continue to gain respect for our expertise. Defining our brand message with the right

story will help us to strategically share what we know and show our value to our clients.

Static image(s) Book Image: http://www.fotolia.com/id/31245110




Ch 3, Pg 3: Company Messaging

Audio: The more adept we are at sharing our brand messages, the easier it will be to discuss our offerings with our customers, and build an even stronger reputation in the market. Additionally, the better we are at articulating these messages, the more comfortable our clients feel about trusting us with their business. Our high level message includes:

How we describe who we are and what we do.

The more adept we are at sharing our brand messages, the easier it will be to discuss our offerings with our customers, and build an even stronger reputation in the market. Additionally, the better we are at articulating these messages, the more comfortable our clients feel about trusting us with their business. Our high level message includes:

› Who we are and what we do

Static image(s) Brand Image: http://www.fotolia.com/id/25773121







Our description for how we deliver our services. This description should build client confidence in our ability to deliver.

The overarching reasons why clients should trust us with their business instead of other competitors.

And the simple, emotional theme or promise that underlies and guides everything we do – our tagline.

› How we do it

› Why XYZ?

› Tagline




Ch 3, Pg 4: Impact of New Messaging

Audio: To establish a trustworthy brand, our company must sound and appear consistent across all things. From sales and delivery dialogue with our clients and consultants, to our website, our collateral, signage, and promotions. Being consistent with all of our external facing channels will show that we mean what we say and stand for something. It’s also the best way to truly command mass respect for the value we bring through what we know.

TEKsystems must sound and appear consistent across all things. From sales and delivery dialogue with our clients and consultants, to our website, our collateral, signage, and promotions. You also play an important role in ensuring that our brand is being communicated in a consistent way.

Static image(s):

Agenda and Impact Icons


In addition to these channels, you also play an important role in ensuring that our brand is being communicated in a consistent way.

Flash animation:



Ch 3, Pg 5: Updating Our Logo

Audio: Just as other companies have evolved and changed over time, so have we. Our logo along with all of our collateral has been revitalized to support the new brand.

Just as other companies have evolved and changed over time, so have we. Our logo along with all of our <Slide show of images> collateral has been revitalized to support the new brand.

Static image(s) Xyz logos


Flash animation:


Notes to developer: Would like to have slide show play on the right side of page.

Ch 3, Pg 6: Knowledge Check


Audio: Imagine this scenario. You have a meeting tomorrow morning with a client and need to provide a high level message about TEKsystems. For example, who we are and what we do. In the space below, enter the additional topics you would discuss with the client.

You have a meeting tomorrow morning with a client and need to provide a high level message about TEKsystems. For example, who we are and what we do. In the space below, enter the additional topics you would discuss with the client.

Submit

Static image(s) Shaking Hands image: http://www.fotolia.com/id/19666648


Hot Words/Pop-Ups: Related resources (.pdfs, links):

Notes to developer: Learner should be able to type answer in text box. Once the submit button is clicked the following text should appear: During your meeting with the client tomorrow, you should discuss the following topics: who we are, what we do, how we do it and why they should select TEK



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