COMMUNICATIONS GUIDE

MEDIA PLANNING AND STRATEGY Communications Guide

Group 1: Doug Dillard, Dustin Mask, Caroline Westhall Miller, Yvonne Pierre CTU Online

MKT460 Phase 3 Small GroupInstructor Richard J. Cali

August 2, 2009

OVERVIEW• Woodland Foundation’s Brand • Brand Logo, Color Palette, &

Typeface(s) To Use In All Media• Photography Library & Clipart • Guidelines For Radio & TV Ads • Guidelines For Sales Promotion

Items• Guidelines For Call Center

Automatic Answer & Staff Answer

• Guidelines For Press Releases

WOODLAND FOUNDATION’S BRAND

Group 1 Consensus | Woodland Foundation Brand

• Woodland Nature Center (WNC) is the Woodland Foundation brand

• Our brand focus is to be a premier conservation center

• Ethical, family-friendly, community focused brand

• Slogan: “LAND! Learning. Adventure. Nature.

Development.”

• Logo – Displayed on all marketing materials and company documents (the logo

image with Woodland Nature Center underneath)  – The slogan should always accompany the logo– Must be authorized by management to use – Full Color or Shades of Gray

• Color schemes for graphs should always be earth tone colors such as various shades of greens, blue, and browns.

• Company documents and marketing materials Woodland Nature Center (WNC)

– Should either, be italics or bold.  • Font

– “Franklin Gothic Book” or “Verdana.” • Font size

– Woodland Nature Center should be in 20 pts – Slogan 12 pts

BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA

Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media

BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA

BUSINESS CARDS

SIGNITURE LINE

LETTERHEAD

2500 West Nature Street | Marietta, GA 30067 | 1-800-Woodland | www.Woodland.org

1-800-Woodlandwww.Woodland.or

g

YOUR NAMEJob Title

2500 West Nature StreetMarietta, GA 30067

Email AddressDirect Office #, ExtensionCell Phone #

Sincerely,

YOUR NAME, title Woodland Nature Center“LAND! Learning. Adventure. Nature. Development.”Email AddressDirect Office #, ExtensionCell Phone #

CONTINUE

Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media

• Photos of the exterior and interior of the Woodland Nature Center building (i.e. meeting, lobby, conference rooms), surrounding land (i.e. hiking trails), previous events, wildlife, etc.

– Marketing Material (press/media kit, commercial use)

– Promotional Use – Fundraiser Materials – Authorized by a member of

management • Clipart (Microsoft Office Clipart

Library)– Wildlife, Nature, People– Newsletters– Email– Website

PHOTOGRAPHY LIBRARY & CLIPART

Group 1 Consensus | Photography Library and Clipart

• TELEVISION MEDIA ADVERTISING– Budget: 25%– Local target market– Length: 5 min (Flexible Format)– Presented by our PR department, or Volunteering

celebrities• Introduction (Welcoming)

– Logo w/ Woodland Foundation background Slogan– Name of event; i.e. “L.A.N.D. carnival”

• Body– Description of event

• Activities/ Sponsors/ Price/ Reason for Event/ Time and Date– Pictures of attractions and highlights

• Conclusion– Contact Information– Show time and date– Show logo of company

GUIDELINES FOR RADIO & TV ADS

Dustin Mask | Guidelines For Radio and TV Ads

• RADIO MEDIA ADVERTISING– Budget: 10%– Length: 60 sec (Standardized Format)– Presented by our PR department

• Introduction– Slogan– Name of event; i.e. “L.A.N.D. carnival”

• Body– Description of event

• Activities/ Sponsors/ Price/ Reason for Event/ Time and Date

• Conclusion– Contact Information– Repeat time and date

• K-I-S-S Rule (Keep It Short and Simple)

GUIDELINES FOR RADIO & TV ADS

Dustin Mask | Guidelines For Radio and TV Ads

CONTINUE

• What is promotion?– Something such as an advertising

campaign that is designed to promote A product, cause, or organization

– Brand recognition– Brand awareness– Brand connectivity– Brand do

• Marketing is the act and process of making A product, cause, or organization more widely known and more successful

GUIDELINES FOR SALES PROMOTION ITEMS

Caroline Westhall Miller | Guidelines For Sales Promotion Items

• FOR THE GENERAL PUBLIC– T-shirts With Pictures Of Local Wildlife– Travel Mugs– Calendars– Refrigerator Magnets– Discount Coupons For Souvenir Shop

GUIDELINES FOR SALES PROMOTION ITEMS

Caroline Westhall Miller | Guidelines For Sales Promotion Items

CONTINUE

• FOR CHILDREN– Cartoon Character Wildlife T-Shirts With – Coloring Books– Nature Badges– Wildlife Animal Figures In Character

• Action Figures• Plush Figures, Pillows

– Nature Posters– Lunch Boxes

GUIDELINES FOR SALES PROMOTION ITEMS

Caroline Westhall Miller | Guidelines For Sales Promotion Items

CONTINUE

OWL

OLLIE

• FOR COMMERCIAL BUSINESSES– Pens – Convention/Meeting Stationary– Coupons for Distribution – Desk Organizers– Coffee Mugs– On Plastic “Take-home” Cups

GUIDELINES FOR SALES PROMOTION ITEMS

Caroline Westhall Miller | Guidelines For Sales Promotion Items

CONTINUE

• Automatic Answer – Manage incoming calls 24

hours per day, 7 days per week

– Forward priority calls to Woodland Foundation Management

– Reduce call abandonments– Use of call scripts to deliver

same response– Maintain schedule of

reservations and appointments

GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER & STAFF ANSWER

Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer

(Answer First, 2009)

• Staff Answer– Be prepared to answer the phone

at any time– Know who’s responsible for the

phone and when– Answer telephone with a

pleasant greeting– Identify Woodland Foundations

during greeting– Offer assistance– Forward phone to call center if

no one is available at the center

GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER & STAFF ANSWER

(Management, n.d.)

Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer

• Representing WF and WNC in press– Preauthorized Personnel – Personnel Specialist– Department Heads– Management

• Distribution Recommendations – Local News Outlets– Specialty Publications– Blogs, Online Mediums

• Use of company name and logo– Only press that pertains to Woodland Foundation or Woodland

Nature Center – MUST be preauthorized through the Marketing Department

• ALL Press Releases MUST be accompanied with company background and contact information

– “Woodland Nature Center (WNC) is a premier conservation center… founded by Woodland Foundation 50 years ago,,, For more information about visit, www.woodland.org.“

GUIDELINES FOR PRESS RELEASES

Yvonne Pierre | Guidelines for Press Releases

(Harris, 1998)

• Types of Press Releases – Announcements

• Improvements (i.e. new building, hiking paths, new programs)

• Company Information (i.e. new hires, increase in membership)

– Campaigns (business and consumers)• Membership Drives • Sponsorship • Upcoming or previous Event

– Educational Press• Statistics • Conservational Tips• Information about wildlife

• Photos to accompany press releases – Photos must be preauthorized – Refer back to “Photography Library and Clipart”

GUIDELINES FOR PRESS RELEASES

Yvonne Pierre | Guidelines for Press Releases

CONTINUE

(Harris, 1998)

• Image• Marketing • Attitude • Professionalism• Customer Service

ADDITIONAL INFORMATION

Yvonne Pierre | Additional Information

• Branding is about the totality of a customer's experience

• Presentation is everything• Be consistent

KEY POINTS

Brand Message

Consistency

Professionalism

Customer Experience

Membership, Public Image, Brand

Awareness

CONCLUSION• Questions and/or comments?• Thank You!

REFERENCES Answer First (2009). Answering, messaging, virtual office & call

centers. Retrieved August 4, 2009, from Answer First Communications Inc Web site: http://www.answerfirst.com/

Cali, R. (Thomson Corporation.). (c. 2007). Sirgy, Chapter 12 [PowerPoint Presentation]. Colorado Springs, CO: CTU Online. Retrieved August 4, 2009, from CTU Online, Virtual Campus, MKT460-0903A-01 : Integrated Marketing Strategies  https://campus.ctuonline.edu

Davis G. (2008), Televisionadvertising.com, retrieved on Aug 05, 2009 from: http://televisionadvertising.com/faq.htm

Ferell R. (2008), Writing effective radio ad copy, retrieved on Aug 05, 2009 from: http://radio-advertising.suite101.com/article.cfm/writing_effective_radio_ad_copy#ixzz0NRhxXcQU

Harris, T. L. (1998). Value-added public relations: the secret weapon of integrated marketing. New York, NY: McGraw-Hill.

Management, (n.d.). Enhancing telephone communication in the dental office. Retrieved August 4, 2009, from Management Web site: http://www.thejcdp.com/issue001/jensen/techjen.htm

Microsoft Corporation (2009). MSN Encarta Sales Promotion. Retrieved August 4, 2009, from http://encarta.msn.com/encyclopedia_761573514/Sales_Promotion.html?partner=orp