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Where Ordinary Becomes Extraordinary

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The Basics  Table of Contents 3 Introduction… 5 Purpose 7

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Table of Contents  

Research              The Competition 12 SWOT Analysis Personas

We’ve Got Style Mood Boards 23 Process of Design Color Palette Typography Logo

Ready for Our Close Up: Media Assets 33 References… 46

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Sisters of Today and Tomorrow (SOT) is a non-profit organization with a mission to encourage and uplift young women of color by exposing them to teaching of career exploration, dinner etiquette, job preparation, healthy exercise and nutrition, leadership, networking, effective communication (written and oral) skills, and life skills to young women ages 9-18 years old (SOT, 2013). The programs are free to participants. This organization will track the participant’s progress and success while they are members of the program. !!A redesign of colors, a tagline, a new logo, an increased online presence on sites such as facebook.com and twitter, and adding a “Hall of Fame” component titled Treasured Jewels for girls who reach goals, maintain good grades, perform community service, and exemplify leadership. These elements will draw girls in as participants, which will ultimately increase funding and allow for additional member, community, and donor participation !

Introduction  

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Celebrating Girls to Build Strong Women

Purpose

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This  campaign  addresses  redesign  solu5ons  for  Sisters  of  Today  and  Tomorrow  (SOT).  This  organiza5on  offers  great  programs  for  female  youth,  but  is  also  in  need  of  a  few  design  updates  to  create  more  brand  awareness  and  par5cipa5on.  The  goal  is  to  make  it  more  intriguing  to  young  women.  This  will  include  crea5ve  word  use  and  not  just  images  or  graphics    

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Research  

Research

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The theme of this campaign will be Sisters of Today & Tomorrow: Where Teaching Meets Style. This is because young girls need guidance, but they also love fashion and style while they are trying to find their individualism. The goal is to make it more intriguing to young women. Through reading the testimonials on the SOT website, it can be seen that SOT offers programs that participants, parents, and community members have been proud to be apart of. These testimonials of positive experiences will be used during the campaign. !!The problem is getting young women involved because they see many program opportunities and may not know which to choose. In addition, many girls would rather be at home, shopping, obsessed with boys, or hanging with friends in person or electronically. Young girls are full of zest and energy and need to be excited to participate in voluntary programs and activities, to ensure participation, what can be done for them if they join SOT will be highlighted, rather than just the features of the programs. !!The target audience members are girls of African American descent between the ages of 9-18 who may be at risk of getting involved in negative relationships, teenage pregnancy, promiscuity, trouble at home, dropping out of school, bullying, and neighborhood drama. These girls may be in single parent homes raised by only a mother and/or their parents may work late hours. Also, these young women are bombarded with images of other black girls and grown women in the media that are highly sexualized or violent. These areas can both have negative effects on girls. The sexual video vixens and barely dressed female singers and rappers send the message that being and dressing sexual will get them!

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!attention and cause them to be liked. The reality shows full of violent and ill-tempered rich women sends the message that to get respect you need to yell, curse, and always be ready to fight in order to be heard or to gain respect. !!This project is important because SOT can help the participants to dispel the negative images that they see in the media as reality or ideals to follow. Sisters of Today and Tomorrow teaches and reaffirms that being and doing positive things leads to positive attention and successful lives. The core message of this organization is that black females are and can be leaders, choose great careers, and be productive citizens in society. !!Sisters of Today and Tomorrow (SOT) is unique for a few reasons. Number one, it is the only organization that offers programs involving entrepreneurship and building networking skills. Entrepreneurship, leadership and networking skills are important because important because these skills can be used in any career chosen. In today’s world, whom you know is important and you have to portray yourself as confident in your abilities to succeed. Two, Sisters of Today and Tomorrow is the only organization for African American girls that invites and includes mothers and guardians in the conference with information and tools to use when the event is over. Mothers being involved in certain aspects of the conference is important to show the girls that they have support and when the event is over the mother can still help to instill the positive elements in her child. This helps to maintain a sense of coherence “the quality that ensures that all pieces hold together in a way that feels seamless to the consumer (Wheeler, p.36). Three, on its website, SOT has an online spotlight section that highlights a biography of a woman and her accomplishments. The spotlight section is important because it shows that people who work hard will be rewarded for their efforts and that is important to young women. This “Hall of Fame” component will be titled Treasured Jewels for girls who reach goals, have good grades, perform community service, and exemplify leadership. This will draw girls in as participants and will be updated quarterly.!

The Competition

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All of these organizations have been established to educate, inspire, encourage, and uplift girls and women of color. This is because the media, destructive relationships, and bad decisions can and have altered lives in negative ways when misguided. !!They all depend on donations and outside funding to remain active. To receive this funding the organizations need to gain and maintain awareness as well as maintain a specified number of participants.!!Sisters of Today & Tomorrow are Ranked #4 in popularity and awareness.!

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SWOT Analysis

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Everyone and Everything has strengths and weaknesses. In each lies

opportunities to succeed and overcome barriers and threats.

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Strengths Weaknesses

Opportunities Threats

•  Has expanded to two states Nationally!

•  Gives tools to help mothers raise confident daughters!

•  Spotlighting youth accomplishments consistently!

•  Not as many partnerships as competitors!

•  No unique programming!•  Boring appearance!

•  Adding a mentorship program!•  Adding a progress tracking

component to see the growth of participants and how the program is helping!

•  Two top organizations have major awareness with celebrity supporters!

•  Maintaining participation of women and youth to maintain funding!

•  Not gaining loyalty through an oath, pledge, or specialty leaves space for another program to captivate audience!

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The growth and development of people is the highest calling of leadership

~ Harvey S Firestone

Hall of Fame

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What is a Sister of Today?

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Name: Alisha Roberts!!Age: 16!!Hobbies: Reading, Shopping, Facebook, Dancing, Volleyball, Hanging with family and friends!!Goals: To be an Architect!

What is a Sister of Tomorrow?  

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Name: Sharon Christenson!!Age: 42!!Career: !!Hobbies: Reading, Vacationing,!!Favorite Music: Jazz, R&B !

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'Style is a way to say who you are without having to speak.' – Rachel Zoe

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We’ve Got Style

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Style Guide

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Moodboards

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Final Mood Board

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'Delete the negative; accentuate the positive!' -

Donna Karan

The Design Thought Process

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Colors

“Color  is  a  powerful  nonverbal  communica5on  tool  and  can  play  an  important  role  in  the  success  of  commercial  projects.  Color  can  evoke  emo5ons,  elicit  feelings-­‐  even  cause  hunger”  (O’Grady,  p.  62).  These  choices  were  chosen  carefully  aNer  researching  color  meanings  relevant  to  the  culture  of  this  organiza5on.    

Typography

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ABCDEFGHIJKLMN OPQRSTUVWXYZ

1234567890  

ABCDEFGHIJKLMN OPQRSTUVWXYZ

1234567890  

ABCDEFGHIJKLMN!OPQRSTUVWXYZ!

1234567890!  

Helvetica ! ! ! !Body Copy!

Bauhaus 93 ! ! !Headings!

Monotype Corvisa ! Sub-Headings!

Logo Development

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Logo Do’s Logo Dont’s

Do  Not  frame  the  logo  n  any  new  colors  

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Design is not just what it looks like and feels like. Design is how

it works ~ Steve Jobs

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Ready for Our Close Up: Media Assets

Print Media

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Sisters of Today and Tomorrow will house brochures and pamphlets about the organizations purpose, hours, contacts, etc. Flyers will be distributed for events for promotion in local schools and neighborhoods !

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Collateral

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ml  

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Social Media

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“Rather than slapping a banner ad on a site, social media campaigns take full advantage of the web's unique properties like interactivity, community-building, and the ability to specialize local offers” (Sniderman). !

Facebook will be used as a place to promote the organization, events, and approved participants that are meeting and exceeding goals.!

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Twitter

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Twitter will be updated daily with events, happenings, and accomplishments of members, mentors, and Sisters of Today & Tomorrows, staff and supporters!

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Electronic Media

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The SOTT website will contain all information on the company, its participants, mentors, and more. !

Radio Broadcast- SOTT will benefit from PSA’s about the organization regarding events and Testimonials. “The first thing to understand about marketing today is that it’s all about shared experience” (Thibeault) so testimonials are the perfect way for participants and mentors to share experiences with SOTT and connect with the intended audience.!

Television Broadcast- Commercials would be a good electronic media to engage and recruit participation and gain awareness of the organization in its local areas.!

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Youtube

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Special  events,  conferences,  and  tes5monials  may  be  recorded  and  posted  on  the  SOTT  youtube.com  channel  and  website  for  promo5on  and  as  informa5onal  tools.  These  videos  will  essen5ally  be  short  stories  about  SOTT.  “It’s  about  digital  presence.  It’s  about  storytelling.  And  how  you  tell  that  story  may  make  or  break  your  business”  (Thibeault).  And  because  we  are  a  right  now  society,  the  videos  can  be  easily  found  and  viewed  by  choice.    

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References

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Rachel  Zoe  Read  more  at  hUp://www.marieclaire.co.uk/blogs/542820/the-­‐40-­‐best-­‐style-­‐quotes-­‐of-­‐all-­‐5me.html#6qgTccQr90FW5m5f.99  

hUp://www.brainyquote.com/quotes/quotes/s/stevejobs169129.html    hUp://www.brainyquote.com/quotes/quotes/h/harveysfi158289.html  

Thibeault,  J.  (2014).  Is  Transmedia  Storytelling  the  New  Digital  Marke5ng.  Retrieved  on  May  14,  2014  from  hUp://www.rethinkeverythingblog.com/2014/05/05/is-­‐transmedia-­‐storytelling-­‐the-­‐new-­‐digital-­‐marke5ng/  

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O’Grady,  J.,  K.  (2006)  A  Designer’s  Research  Manual:  Succeed  in  Design  By  Knowing  Your  Clients  and  What  They  Really  Need.  

This  book  was  created  by:  Chris3na  Johnson  

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