Points: 20 pts (team task)
Due date: Sun, Sep 27 at 11:59 pm
Resources: Google Docs, Google Slides, Canva, Adobe Colors, Google Fonts
Summary: Completion of a creative brief, creation of brand and visual identity, and core messaging. Template can be accessed here.
310 Semester-Long Project Part 1 Overview
Creative Brief & Brand
Overview
In Part 1 teams will establish the foundation for their project by completing a creative brief and setting up their brand canvas: platform and visual identity. A template is provided. Access it through the link in the text above.
Task
Step 1: Review the assignment and download the Part 1 template – upload it to your team’s shared Google folder so everyone can access it at the same time.
Step 2: Work through the Part 1 team assignments doc and decide who will take the lead on each task
Step 3: Complete Part 1 template:
- Name of your advocacy initiative
- Visual identity
- Project overview
- Competitor profiles
- Audience personas
- Customer decision process
- Brand platform
- Core messaging
- Organization statement
Highlights from How to Name a Business
- What do you want your name to communicate? What key elements of the business do you want to communicate?
- The more your name communicates to consumers about your business, the less effort you must exert to explain it
- Give priority to real words (vs. made up ones)
- Choose a name that appeals not only to you but also to the kind of customers you are trying to attract
- Choose a comforting or familiar name that conjures up pleasant memories so customers respond to your business on an emotional level
- Don’t pick a name that is long or confusing
- Stay away from cute puns
Highlights from 5 Must-Use Tools for Brainstorming Organization Names
Identify key words and phrases related to the initiative and industry overall.
- Use Thesaurus.com to get alternative words and phrases
- Comb through glossaries of terms. “You can find pages and pages of them online by searching for “glossaries,” “lingo,” “vernacular,” “jargon,” “dictionaries,” “thesaurus,” “terms,” “words” or “slang,” which are essentially the same thing but will turn up different results in searches.”
- Go “Googlestorming” (use of Google for brainstorming) searching your key terms and phrases to see what comes up
- Use iTunes search with your key words and phrases to come up with name ideas
- Search stock photos and Google images as inspiration for names. Visuals can fuel creativity.
Check Your Name Ideas
- Visit trademarkia.com to see if your name idea is “owned” and registered. If so – adjust yours so you do not violate trademark rules.
- Type in your name idea into Google – see what comes up.
Step 4: Turn it in
- Upon completion, review document layout and formatting (consistency in bold, ital., underline, spacing) and that your sections are clearly labeled
- Proofread and check grammar, sentence structure, and punctuation
- Verify all elements and sections are complete
- Run spell check
- If applicable, verify all attributions to any quotes or citations for any research or other resources are included
- Save your final document as a .docx or pdf
- Have one person on the team upload your completed document in Blackboard
Grading Criteria
Your main goal with this task is accuracy and completion. Using elements of a standard “Research & Writing” rubric – you will be graded on content, completion, and conventions.
- Research and Preparation: Student demonstrates thoughtful preparation and research
- Content: Meets all the criteria for the assignment. All content is in the students’ own words (or cited appropriately) and is accurate.
- Complete and Thorough: All aspects and sections of the assignment are completed in full with no holes. Demonstrated ability to research to complete all tables, templates or outline requirements
- Conventions: Document is easy to read and all elements are very clearly written, labeled. The document has no misspellings or grammatical errors. All template elements or outline sections are complete and thorough.
COMSTRAT310 