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COMMUNICATIONS GUIDE

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 Group Instructor Richard J. Cali August 2, 2009. OVERVIEW. Woodland Foundation’s Brand

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COMMUNICATIONS GUIDE

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  1. 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 Group • Instructor Richard J. Cali August 2, 2009

  2. 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

  3. WOODLAND FOUNDATION’S 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.” Group 1 Consensus | Woodland Foundation Brand

  4. BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA • 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 Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media

  5. CONTINUE BRAND LOGO, COLOR PALETTE, & TYPEFACE(S) TO USE IN ALL MEDIA BUSINESS CARDS SIGNITURE LINE YOUR NAME Job Title 2500 West Nature Street Marietta, GA 30067 Email Address Direct Office #, Extension Cell Phone # Sincerely, YOUR NAME, title Woodland Nature Center “LAND! Learning. Adventure. Nature. Development.” Email Address Direct Office #, Extension Cell Phone # 1-800-Woodland www.Woodland.org LETTERHEAD 2500 West Nature Street | Marietta, GA 30067 | 1-800-Woodland | www.Woodland.org Group 1 Consensus | Brand Logo, Color Palette, and Typeface(s) To Use In All Media

  6. PHOTOGRAPHY LIBRARY & CLIPART • 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 Group 1 Consensus | Photography Library and Clipart

  7. GUIDELINES FOR RADIO & TV ADS • 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 Dustin Mask | Guidelines For Radio and TV Ads

  8. CONTINUE GUIDELINES FOR RADIO & 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) Dustin Mask | Guidelines For Radio and TV Ads

  9. GUIDELINES FOR SALES PROMOTION ITEMS • 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 Caroline Westhall Miller | Guidelines For Sales Promotion Items

  10. CONTINUE 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 Caroline Westhall Miller | Guidelines For Sales Promotion Items

  11. CONTINUE GUIDELINES FOR SALES PROMOTION ITEMS • 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 OLLIE OWL Caroline Westhall Miller | Guidelines For Sales Promotion Items

  12. CONTINUE GUIDELINES FOR SALES PROMOTION ITEMS • FOR COMMERCIAL BUSINESSES • Pens • Convention/Meeting Stationary • Coupons for Distribution • Desk Organizers • Coffee Mugs • On Plastic “Take-home” Cups Caroline Westhall Miller | Guidelines For Sales Promotion Items

  13. GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER & STAFF ANSWER • 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 (Answer First, 2009) Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer

  14. GUIDELINES FOR CALL CENTER AUTOMATIC ANSWER &STAFF ANSWER • 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 (Management, n.d.) Doug Dillard | Guidelines For Call Center Automatic Answer and Staff Answer

  15. GUIDELINES FOR PRESS RELEASES • 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.“ (Harris, 1998) Yvonne Pierre | Guidelines for Press Releases

  16. CONTINUE GUIDELINES FOR PRESS RELEASES • 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” (Harris, 1998) Yvonne Pierre | Guidelines for Press Releases

  17. ADDITIONAL INFORMATION • Image • Marketing • Attitude • Professionalism • Customer Service Yvonne Pierre | Additional Information

  18. KEY POINTS • Branding is about the totality of a customer's experience • Presentation is everything • Be consistent Membership, Public Image, Brand Awareness

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

  20. 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

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