2009 World Winter Games PDL: IMAGE/LOOK

1. 2009 World Winter Games PDL: IMAGE/LOOK • Functional Area Lead Team Members: • Heather Hill, VP, Marketing & Communications • Joan Scofield, Director, Brand Management / Amy Walker, Manager, Mktg & Comm Production • Evelyn Atchley, Graphic Designer / Andy Horbelt, AmeriCorps I. Plan II. Do III. Learn • Overview/Purpose: • Ensure that all Games venues convey the pageantry, consistency and magnitude inherent to any world-class sporting event. • Provide the necessary exposure to sponsors. • Create and maintain a consistent image throughout all competition and non-competition activities with the following: • Signage – Sponsor Recognition, Way Finding & Informational • Publications & Design • Awards – Medals & Ribbons, Backdrops & Podiums, Music • Web Site • Develop/leverage concepts and tools to support goals and objectives: • 2009 Special Olympics World Winter Games logo • Seven winter sports pictograms • Mascot • Slogans – “Be a fan”, “Support great athletes” • Color Palettes • Communication assistance and oversight • Goals & Objectives: • Create consistent festive ‘look’ throughout all event venues. • Implement directional signage in a clear and consistent manner to create ease of travel. • Convey to the world the magnitude of the Games. • Incorporate the efforts of local city and government to ensure the ‘look’ is carried out. • Maximize sponsor exposure without over-commercializing. • Assemble team of volunteers • Key Responsibilities: • Incorporate the 2009 Special Olympics World Winter Games logo, Special Olympics, Inc. logo and sponsor logos. • Signage • Capture functional area signage needs & opportunities • Identify signage opportunities across venue cities • Manage design, production, installation, maintenance, recovery and redistribution plan for all signage • Publications & Design • Capture functional area publication needs and content • Manage design, production, distribution, recovery and redistribution plan for leftover publications • Awards • Manage design of Games Medals & Ribbons • Collaborate with Sports Operations to incorporate physical and structural requirements of the awards ceremonies into a comprehensive display worthy of a world-class celebration of the athlete achievement. • Legacy: • Portray the SO World Games in such a way that showcases a world-class event, communicates the brand attributes of Special Olympics, inspires those who come into contact with the brand/visuals and provides a schematic or template for future World Games to follow in terms of scope, quality and careful, creative budget management. • External Resources: • Fusion Imaging – Production company contracted as Games partner for support of signage conceptualization, graphic design, production and installation. • Splash! Events – Production company contracted as Games partner for signage production utilizing donated HP inks and substrates. • Xperience Communications – VIK partner provided design and build drawings for all award podiums, backdrops and all Torch Run Final Leg ceremony pageantry (backdrops, banners, vehicle magnets). • Don Gura – Freelance graphic designer contracted for 200 hours to support signage and advertising design. • Various printing sponsors and vendors. • Successes: • Image/Look of the Games was consistent, professional, colorful, easy to read, durable and enhanced the overall experience by all. • Design elements were carried across various materials for all functional areas with enough flexibility to allow for distinction without being disjointed. • Master signage spreadsheet by venue optimized the ability to repurpose signage from venue to venue whenever possible and also adjust budget along the planning process per venue. • Master sponsor deliverable spreadsheet helped track sponsor levels along with their respective recognition, deliverables and any custom programming per their agreements. • Responsible printing practices and resourcefulness using FSC Certified and/or recycled papers supported the “green” initiative, furthered support from the Wal-Mart Foundation and provided measureable reporting in terms of a lesser footprint left behind. • Partnership with HP enabled the partnerships with several print service providers including R&R, Fusion Imaging and Splash Events, and also supported the ‘green’ initiative of the Games. • Partnership with Fusion Imaging and Splash Events proved invaluable in providing signage design, production and installation expertise and supplemental VIK value. • Challenges: • Delayed creation of venue layouts/CADs significantly stressed department resources by delaying overall venue design and production timeline. • Pressure by DEVT department to wait for printing/production partner(s) confirmation stressed design and production timelines. • Late sponsor confirmations caused some inconsistencies in sponsor recognition across various elements per production deadlines. • Budget constraints encouraged lean staffing, which was to our detriment within 120 days of the Games. • Volunteer Services eliminated Image/Look volunteer positions to keep the number of required meals reduced. • Unclear definition of responsibilities between SOI and GOC pertaining to specific program signage and pageantry outside of straightforward competition and non-competition venues. • Understaffing proved challenging leading up to, during and after the Games in the areas of signage installation, recovery and redistribution and/or recycling. • Key Learnings: • Establishing complete “kit of parts” at least nine months out from Games would enable sourcing from most cost-effective production partners and potential VIK partners worldwide. • SOI sponsor expectations could be provided in concise spreadsheet format to track against during design and production process. • Increased staffing would alleviate stressors leading up to, during and after the Games to adequately manage production, installation, recovery and redistribution/recycling. • Addition of Manager, MKTG & COMM Production with extensive event and production/installation experience was critical to the success of the overall signage functionality and look of the Games; however position should be filled earlier provided that design and production partners are identified or this role would be a key decision maker in proposing appropriate vendors. • Way Finding was moved to Operations Department to reduce workload of Marketing & Communications Department; however this ultimately proved ineffective due to lack of expertise in wording, signage requirements or design/production required. • Recommendations: • Standardized and recommended Kit of Parts could be provided to GOC to fit custom creative to, to ensure consistency, quality and overall functionality during Games time operations. This could also inherently allow sharing of various hardware from Games to Games and leverage existing assets as much as possible. • Complete Brand Identity, Creative Assets Toolbox for Print, Online and Broadcast, Signage Kit of Parts to be finalized no later than nine months prior to Games to provide greater promotional window. • Better utilize the ability of a strong, varied color palette to provide clarity and/or distinction between functional areas and/or sports and other SO programs. • Attempt to source design for Kit of Parts and all major elements through one design/production partner with experience in indoor/outdoor sports events. • Access to a minimum of two full-time graphic designers with publication layout and production experience, for 90-120 days leading up to Games for publication and collateral design. • Minimum of 1-2 Image/Look Volunteer Commissioners per venue, to be shared with Way Finding so they act as one unit when possible. • Budget – Planned vs. Actual • Planned - $400,000 cash expenses for Image/Look Signage • Actual - $399,080 cash expenses for Image/Look Signage • Plus $7,630 for Sports – Awards Podium Trussing • Plus $13,400 for Sports – Printed Floor Hockey Boards • VIK – Estimated $550,000 procured in Image/Look prod. and serv. • Planned - $60,000 cash expenses for Publications/Printing • Actual - $31,737 cash expenses for Publications/Printing • Variance <$28,263> under budget • VIK – Estimated $25,000 in printing services (HP partner)