Rebranding

Introduction

Right Moves for Youth is the only at risk youth program in Charlotte Mecklenburg schools that is dedicated to facilitating the development of life skills and career exploration in a school setting. Other programs for at risk youth focus on physical outlets, and academics, however Right Moves for Youth provides programs for students that incorporate these two elements, while re engaging students into school. By creating a support club within the school Right Moves for Youth is encouraging disengaged students to be engaged at school. “School connectedness has a significant impact on adolescent outcomes, including reducing risk-taking behavior” (Chapman, Buckley, Sheehan & Shochet, 2013). This is a direct connection to the success Right Moves for Youth has in decreasing the number of high school dropouts.

Table of Content

ResearchAbout Right Moves for Youth........................8S.W.O.T Analysis.............................................11Target Audience...............................................12Competition.....................................................13

Style GuideLogo Usage.....................................................28Colors...............................................................30Font...................................................................32Images..............................................................33

Final DesignsBillboard Ad....................................................36Website.............................................................37Social Media...................................................38Collateral.........................................................39Radio Ad..........................................................40Television Ad..................................................41Conclusion......................................................43Images Cited...................................................45References.......................................................45

Creative ProcessMood Boards...................................................16Collateral Development................................18Billboard Ad Development..........................19Radio Ad Developement..............................20Television Ad Development....................21Social Media....................................................22Web Site Development.................................23Logo Development........................................24

Final DesignsBillboard Ad....................................................36Website.............................................................37Social Media...................................................38Collateral.........................................................39Radio Ad..........................................................40Television Ad..................................................41Conclusion......................................................43Images Cited...................................................45References.......................................................45

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Research

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About Right Moves For Youth

According to Boostup.org the national average of high school drop out is at 22%. (Statistics, para. 1) From the year 2011-2012, 97% of Right Moves for Youth members graduated from high school or were promoted to the next grade (Student Success, para.1). The effect this program could have on a national level is clear. If this program was placed in high schools across the nation there is no doubt that Right Moves for Youth can improve the nation by decreasing the high school drop out rate.

From the year 2011-2012, 97% of Right Moves

for Youth members graduated from high school

or were promoted to the next grade

(Student Success, para.1).

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Right Moves for Youth’s main goal is to support youth who are at risk of dropping out of school (or not advancing), and provide them with sense of belonging in school. They provide these students with the tools and encouragement, to make better decisions that will affect their future in a positive way.

decision changing their lives for the better, while improving the community. The reason for creating this campaign project is to appeal to donation givers and raise awareness of the positive outcome Right Moves for Youth has on at-risk youth, and the community as a whole. Buy attracting high profile donors that provide contributions to help fund the program, Right

Moves for Youth will then be able to hire more staff, as well as facilitate more encouraging activities, and ultimately expand the brand to a national level.

The target message this project will deliver is that Right Moves for Youth is helping children who are labeled as “at-risk” to make better

“School connectedness has a significant impact on

adolescent outcomes, including reducing risk-taking

behavior” (Chapman, Buckley, Sheehan & Shochet, 2013).

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S.W.O.T Analysis

Strengths• Brand is established.• Brand has sustainability.• Brand has statistics to backup its success.

Weakness• Lack of brand recognition.• Lack of promotional material.• Lack of high profile donorsand volunteers.

Opportunities• Potential to attract highprofile donors in order togenerate more money forprograms.• Possibly expand brandnationally.

Threats• High profile competition.• Too many students to serve,and not enough volunteers.

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Target Audience

According to the National Center for Education Statistics “at-risk” student share some, or all of these factors: “low socioeconomic status, living in a single-parent home, changing schools at non-traditional times, being held back in school through grade retention, having older siblings who left high school before completion, and negative peer pressure “ (Spring, 2010).Right Moves for Youth services all of these needs as a preventative program. The campaign for Right Moves for Youth is targeted to reach the parents of at-risk students, the at-risk students themselves, as well as high profile donors.

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Competition

Other programs for at risk youth focus on physical outlets, and academics, however Right Moves for Youth provides programs for students that incorporate these two elements, while re engaging students into school. By creating a support club within the school Right Moves for Youth is encouraging disengaged students to be engaged at school. Right Moves for Youth’s competitive advantage is that not only are they motivating at-risk you to make good choices and better themselves, but they are also decreasing the drop out rate for at-risk youth by helping these students feel excepted at school while encouraging them to graduate and move on to higher learning.

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Creative Process

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These mood boards were created to evoke specific emotions about the youth pictured in them. The photos of youth display pride, and victory.

MoodBoards

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The directive of the theme is Bright, Motivational, andPrideful. The middle mood board was chosen from the three displayed because, though it is named bright, the imagery in this mood board displays all three of the directives.

Collateral Development

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Bussiness collateral is important in how a brand is percieved. With new collateral reflecting the new color scheme and logo, the Right Moves for Youth brand is showing that it is professional, andserious about being represented in that manner.

Bilboard Development

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These billboard designs were created to capture the interest of traveling viewers. The idea of the graduation cap suspended in the air was created to draw in the eye of the viewer. The call to action will direct the viewer to visit the website for more information.

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These radio ads were designed in a tone that is appropriate for the target audience in order to effectivly reach the targeted members. Each radio commercial will reach a different member of the target audience. For example the first commercial is designed to reach potential volunteers.

Radio Ad Development

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The storyboards focus on one of Right Moves for Youth’s greatest accomplishments, which is decreasing the high school drop out rate. The story explains how 1 million Americans drop out of school every day, but Right Moves for Youth is making a difference with a 97% graduation rate amonst its members.

T.V. Ad Development

Social Media Development

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Social Media such as facebook,twitter, and youtube, are all powerful tools to help spread brand awareness of Right Moves for Youth. These facebook page designs were created to reflect the new Right Moves for Youth brand.

Website Development

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The plan for the new Right Moves for Youth website was to:reflect the new brand, incorporate its socail media presents, inform its viewers of upcomng events, honor distiguished members, and provide a place for donations on the home page.

Logo Development

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“The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements of iconic design (Airely, 2010, pg. 24).”

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Style Guide

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Logo Usage Airely states, “Iconic designs that stand apart from the crowd have just one feature to help them stand out (Airely, 2010, pg. 37)”. Considering this, the graduation cap element was incorporated into the design giving the viewer an iconic symbol to make the new RMFY distinctive and memorable. In order for the brand to consistently communicate the core values and essence of what the RMFY organization stands for to its target audience the logo must communicate the theme of the project which expresses the success the RMFY brand has had and will continue to have in increasing the high school graduation rate amongst at- risk youth.

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The sizing and positioning of the logo is important in order to maintain optimum legibility. The logo should not display smaller than an inch in order to maintain all detail. There should always be a clear space and inch in width surrounding the logo. Examples of unacceptable usage would be switching colors and adding drop shadows.

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Colors

C:0M:64Y:95K:0

HEX: f47a2a

R: 244G:122B:42

HEX: 0d1c9c

R: 13G:28B:156

C:100M:96Y:3K:2

C:0M:10Y:31K:0

R: 255G:228B:182

HEX: ffe4b6

C:0M:0Y:0K:0

R: 255G:225B:254

HEX: fffffe

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By changing the colors of the organization from red, black, and white to blue, orange, and white, the colors of the brand can evoke emotions that are in line with the brand experience. The color Blue is important as it evokes productivity. “From a color psychology perspective, blue is reliable and responsible. This color exhibits an inner security and confidence. You can rely on it to take control and do the right thing in difficult times. It has a need for order and direction in its life, including its living and work spaces” (The Color Blue, para. 2). Orange is also a good representation for Right Moves for Youth as it evokes positivity. “Orange offers emotional strength in difficult times. It helps us to bounce back from disappointments and despair…”(The Color Orange. Para. 3). From a design stand point, blue and orange work out well as they complement one another. Because blue and orange are opposite on the color wheel, this makes them complementary colors. For the brand Right Moves for Youth blue and orange will work well because they stand for productivity, trust, confidence, optimism, and motivation, all of which are in line with the values of the Right Moves for Youth brand.

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Typography

HeadingOptima (Extra Black)

SubheadingOptima (italic)

Body Copy Optima (regular)

Sample:

Join the right movement

Because you are not a statistic

22% of Americans drop out of high school without receiving their diploma (Statistics, para. 1). At-risk

youth are considered more likely to become a high school drop out and fall victim to drugs, violence,

and teen pregnancy. Right Moves for Youth encourages the youth not to be defeated by what statistics

have labeled them to become, and puts the power back into their own hands.

“Typography is used to communicate tone of voice, personality, age, gender and mood, and it can be easily manipulated” (When Typography Speaks Louder Than Words, para. 23). The tone of the font for the Right Moves for Youth logo should reflect that of the organization and what it stands for. The fonts chosen for ad copy will reflect the tone of the copy and appeal to the target audience. For example the ad for the at-risk youth would reflect a more youthful tone in order to appeal to the youth. The ad for the volunteers, parents, and donors would reflect a more mature, business cooperate tone. The typography chosen for the campaign is Optima Extra Black, Italic, and Regular. This font was chosen because it is laid with out being too juvenile yet still professional enough to be corporate.

The look and feel of images used to represent the brand should fit the theme of the campaign. Directive words to describe the look and feel of the campaign would be bright, prideful and motivational, which all describe the essence of the Right Moves for Youth brand. Images should be clear crisp, and un pixelated. Subjects in the images should portray members of the target audience engaged displaying pride, joy and satisfaction.

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Images

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Final Designs

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Billboard Ad

Billboards displaying testimonials about what Right Moves for Youth has done for future, current, and past at-risk youth graduates are sure to attract the interest of the target audience as they travel to and fro.

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Website

“By 2003, laptops started outselling desktop systems. As of this writing, nearly as many people access the Web via a mobile device as with a traditional desktop or laptop, and that number is likely to be surpassed shortly” (Saffer, 2010, pg. 17). It is important that the Right Moves for Youth website is available to the target audience to find information about the organization. As radio and T.V. commercials peak interest from the target audience the call of action will be to go to this website to find more information therefore a fresh website needs to be available to them even on the go.

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“The savviest brands today will use television airtime as a chance to introduce a brand, service or campaign to reel people in. Then, they turn to the power of the share button” (advertising in the age of social media). The Right Moves for Youth brand will “turn it’s power to the share button” via Facebook. Here the target audience will be able to like the page, sharing with their friends, therefore spreading brand awareness of Right Moves for Youth.

Social Media

Collateral

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Parents are more then likely going to read information sent addressed to them from their child’s school. Therefore sending mailers out to parents from the school containing information about the RMFY program that these schools offer is another effective way to reach the target audience.

Radio Broadcast Ad

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“Broadcast radio continues to be a leading source of information and entertainment across demographics. Based on a Monday-Sunday 24-hour weekly estimate, radio reaches 93% of all consumers in the U.S. every week” (How to Create an Effective Media Mix for Local Advertising). Running radio commercials advertising RMFY would prove to be successful in reaching the brands target audience, informing them of the benifits of the Right Moves for Youth program.

Television Ad

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Television commercials are also a great way to nationally spread awareness of the RMFY brand and this campaign. “One study found that television advertising led to brand website visits more often than radio and print ads drove them online, with 26% going online to find more information within 30 days after viewing a television ad” (How to Create an Effective Media Mix for Local Advertising).

Conclusion

In conclusion the importance of rebranding Right Moves for Youth is indisputable. The nation is in need of a resolution that will solve the problem of the increasing amount of at-risk youth dropping out of school, and not receiving the education that will assist them in growing to become productive citizens, not negative statistics. Right Moves for Youth is that solution. However, currently Right Moves for Youth is only serving the at-risk youth in Charlotte Mecklenburg schools. This project is sucessful in expressing not only what this organization has done, but what expanding this brand will do. Right Moves for Youth will encourage at-risk youth across the nation who have been given up on, passed along, who feel left out, or looked over. This Rebranding of Right Moves for Youth is key in successfully taking Right Moves for Youth from a noble organization for Charlotte Mecklenburg schools, to one organization that changed the nation.

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Images cited0519_LOC_CCSUgrads6768 [image] by Newspaper guy Mike_Orazi retrieved from website:http://www.flickr.com/photos/newspaperguy/7224903604/in/ faves-97733588@N07lightbox/Agnes Scott College Commencement May 9, 2009 [image] by Agnes College retrieved from website: http://www.flickr.com/photos/rufflife/5108561192/in/ faves-97733588@N07/IMG_0430 [image] by Jesus Alberto Esquivel retrieved from website: http://www.flickr.com/photos/esquivelphoto/3535081584/in/faves-97733588@N07/Class of 2008 (156/366) [image] by 427 retrieved from website: http://www.flickr.com/photos/427/2543726647/in/faves-97733588@N07/University of Toronto [image] retrieved from website: http://www.flickr.com/photos/field marshamfoundation/5212068549/in/faves-97733588@N07/Schools out for the Summer [image] retrieved from website http://www.flickr.com/photos/ conspirator/31355171/Cap and Gown 2011- AUC [image] by Peter Wissa retrieved from website: http://www.flickr.com/photos/38590297@N07/5541040360/in/faves-97733588@N07/My world is orange and blue [image] retrieved from website: http://www.flickr.com/pho tos/tailorransom/3913401465/in/f aves-97733588@N07/orange [image] retrieved from website: http://www.flickr.com/photos/li bra42/5421890843/in/faves-97733588@N07/Descide.Commit.Succeed [image] retrieved from website: http://www.flickr.com/pho

tos/94659811@N06/8707979084/in/faves-97733588@N07/orange-blue [image] retrieved from website: http://www.flickr.com/photos/dad schaen/8322331204/in/faves-97733588@N07/motivation word collage [image] retrieved from website: http://www.flickr.com/pho tos/90100300@N03/8187766335/in/faves-97733588@N07/Kimberly Gerswein Fonts retrieved from website: http://www.fontspace.com/kimberly-ge sweindsc_0960 [image] retrieved from website: http://www.flickr.com/photos/willfol som/5701945983/in/faves-97733588@N07/

References

Advertising in the Age of Social Media. Retrieved from website: http://www.theguardian.com/media-network/media-network-blog/2013/ jul/22/role-sharing-advertising-social-mediaHow to create an Effective Media Mix for Local Advertising retrieved from website: http://avenueright.com/entries/84/howto-create-an-effective-me dia-mix-for-local-advertisingIs Transmedia the New Media Marketing. Retrieved from website: http://www.rethinkeverythingblog.com/is-transmedia-storytelling-the-new-dig ital-marketing/Saffer, D. (2010), Designing for Interaction. Berkeley, CA: New Riders Twitter: A Valuable Marketing Tool? Retrieved from website: http://marketing. about.com/od/viralmarketing/a/twitter.htmAirey, D., (2010) Logo design Love: a Guide to Creating Iconic Brand Identities. Boost Up (2011). Statistics. Retrieved May 19, 2013 from website: http://boostup.org/en/facts/statisticsChapman, R., Buckley, L., Sheehan, M., & Shochet, I. (2013). School-Based Programs for Increasing Connectedness and Reducing Risk Behavior: A Systematic Review. Retrieved May 19, 2013 from website: http://web.ebscohost.com. oclc.fullsail.edu:81/ehost/detail?vid=23&sid=a1a52ce4-a296411c992e a1019b042530%40sessionmgr11&hid=27&bdata=JnNpdGU9ZWhvc3Qtb Gl2ZQ%3d%3d#db=a9h&AN=85386125Empower Yourself With Color Psychology (2013). The Color Blue. Retrieved May 24, 2013 from website: http://www.empower-yourself-with-color-psychology.com/col or-blue.htmlEmpower Yourself With Color Psychology (2013). The Color Orange. Retrieved May 24, 2013 from website: http://www.empower-yourself-with-color-psychology.com/

color-orange.html

Designers Notes

This entire process of Rebranding Right Moves for Youth has been more than a learning experience, it has been an honor. As a former member of Right Moves for Youth I know first hand the impact this organization can have on the lives of at-risk youth. Had it not been for kind and nurturing vonlunteers like my late mentor Ms. Angela Dickerson and the others at Right Moves for Youth I would not have graduated from High School, moved on to college to receive my Bachelor of Arts Degree, and given the opportunity to be a part of Full Sail University’s MDMFA program to create this thesis. For that I am forever grateful. Through this creative process I was able to polish the Right Moves for Youth brand so that its brand image was in line with its brand experience. Creating this campaing helped me to honor a loved one, and appreciate an amazing organization. Thank you.-Lydia Hester

“Turning Obstacles into OPPORTUNITY”

www.rightmovesforyouth.org

Designed By: Lydia HesterEmail: LBHcreations@gmail.comwww.lbhcreations.com