AmeritalkSimple solution

Project Book

Project Book

Designer’s notes

Hello, I would like to present for your enjoyment, Ameritalk. Ameritalk is a sub brand of a company you may already know. T-Mobile is doing its best to compete in the newly formed prepaid cell phone industry. The problem all post paid carriers face, is heavy competition from prepaid wireless provid-ers. The new prepaid companies often offer the same services at almost half the cost. What’s the solution? Ameritalk, offering the same nationwide network access that drives T-Mobiles success. Using unique sales offers and the latest handsets, Ameritalk hopes to attract a more diverse customer base than its parent company T-Mobile. Through out this wonderful campaign document, you will find the information relating to every step of the campaign design process, as well as the meaning behind the decisions.

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Table of contents

1.0 RESEARCH

1.1 Research .............................6 - 9

1.2 Target Demographic and Brand Positioning................10

1.3 The Competition...................11

1.4 Brand Mission and Vision....12

1.5 Unique Selling Proposition..13

1.6 SWOT Analysis....................14

2.0 CREATIVE DEVELOPMENT

2.1 Competitive Survey

2.2 Design Research

2.3 Mood Boards

2.4 Logo

2.5 Interactive Logo

2.6 Code Club

3.0 STYLE GUIDE

3.1 Logo Standards.......18 3.2 Logo Parts...............19

3.3 Logo Colors.............20

3.4 Logo Clear Space....21

3.5 Color Palette.............22

3.6 Typefaces.................23

3.7 Textures & Imagery.. 24, 25

3.8 Print Guidelines........26, 27

3.9 Web Guidelines........28, 29

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4.0 FINAL DESIGN

4.1 Digital Media

4.2 Promotional Items

4.3 Advertising

4.4 Commercials

1.0 Research

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1.1 ResearchAbstract

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Today the average person has more than one cell phone within their household. This trend is placing importance of land lines at an all time low. Activations of new service plans are going to reflect this trend naturally, meaning there will be great deal of new and potential subscribers. The average consumer is also aware of this market change and is more than likely very knowledgeable about the services offered. The average person is most likely lost without his or her handheld device. All of these changing factors serve to foster a perfect business climate for small independent pre-cellular providers. This makes convincing a prospect customer even more challenging. The market that is far from their home playing field.

It was this chronology of events that ultimately lead to the birth of Ameritalk. Most consumers who choose prepaid as their preference have a strong dislike of contracted payment plans. The idea is to use Ameritalk to promote trust in those unsure customers who may not want to do business with T-Mobile or any post paid company. Creating Ameritalk as a sub brand of T-Mobile will effectively restore some equality to the playing field for T-Mobile, giving them the opportunity to create a new relationship with a customer base that they previously were excluded from.

The introduction of the standalone-prepaid companies was an additional road-block that forced T-Mobile to act on a solution. Creating a sub brand of T-Mobile that offered the same inexpensive services was the only foreseeable solution to this current set of circumstances.

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Research

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1.1 ResearchFindings

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T- Mobile is a national provider of wireless voice, mes-saging and data services, capable of reaching over 293 million Americans where they live, work and play. T- Mobile was formed in July, 2002 (“Cellular-news,” ). It’s the fourth-largest wireless carrier in the U.S. market. T-Mobile USA is a member of the T-Mobile International group, the mobile telecommunications subsidiary of Deutsche Telecoms AG (NYSE: DT).

T-Mobile International is the first mobile communications company to offer service on both sides of the Atlantic with a single global brand name and a single digital technology standard, GSM (Global System for Mobile Communications).

One world, one standard, which makes T-Mobile the one company that gives customers more ways to stick together.

Prepaid phone companies are slowly taking over the cell phone market. Offering cheaper phones with cheaper plans is the key for prepaid companies to at-tract consumers. Economic slow down, rising number of Mobile Virtual Network Operators (MVNOs), made the consumers to get their services from different pre-paid carriers, like Cricket, Metro PCS, Boost Mobile and Virgin Mobile.

T-Mobile has an image of being an expensive post-paid service carrier like Sprint, Verizon and AT&T in the phone market. Even though T-Mobile has prepaid service, it doesn’t offer many attractive features like unlimited international calling, unlimited 4G data and Live TV.

1.1Conclusion References

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There are many benefits and drawbacks in both pre-paid and postpaid services, but if postpaid services like T-Mobile don’t try to minimize the difference in expenses, service qualities and, features with prepaid companies like Metro PCS or Cricket, they will be losing more clients in the future. T-Mobile wants to grow sales and brand awareness. By establishing a sub-brand and make it run far above the competition. To accomplish these objectives, T-Mobile needs a new name for its sub-brand, new updated logo, print advertisement, TV spot, music video, radio spot, new website, a digital advertising tool for consumers to post comments.The purpose for creating this project is to examine and explain the reasons for T-Mobile struggling in the cell phone market. After examining T-Mobile’s position in the market place, this paper will explain the opportunities and plans for further growth of the brand and sales.

Alex, P. (2008, 02 17). Which are more legible: Serif or sans serif typefaces? Retrieved from http://alexpoole.info/blog/which-are-more-legible-serif-or-sans-serif-typefaces/

Ali, S. (2012, 09 10). How to create successful social me-diamarketingcampaign . Retrieved from http://www.social-mediatoday.com/syed-noman-ali/781661/quick-5-tips-how-create-successful-social-media-marketing-campaign

Bellevue, W. (2012, 03 16). T-Mobile named to ethisphere’s 2012 world’s most ethical companies list for fourth year in a row. Retrieved from http://newsroom.t-mobile.com/articles/t-mobile-recognized-by-etisphere-institute

Cellular-news. (n.d.). Retrieved from http://www.cellular-news.com/story/48400.php

Flanagan, M. (2004). Mvnos lead the charge. Retrieved from http://www.mcrpartners.com/MVNOsleadthecharge.htmKim, G. (2010, 07 27). How to send the right message. Re-trieved from http://www.entrepreneur.com/article/207664

Meyers, J. (2005). The next wireless growth spurt. Wireless Review, 10999248, 22(8). Retrieved from EBSCOhost

Morton, J. (2012). Color & branding. Retrieved from http://www.colormatters.com/component/content/article/62-color-a-marketing/240-color-a-branding

Sullivan, M. (2012, 04 17). 3g and 4g wireless speed show-down: Which networks are fastest?. Retrieved from http://www.pcworld.in/product/review/3g-and-4g-wireless-speed-showdown-which-networks-are-fastest-68232012

T-Mobile timeline. (2012). Retrieved from http://www.t-mobile.com/Company/CompanyInfo.aspx?tp=Abt_Tab_CompanyOverview&tsp=Abt_Sub_History

1.2 ResearchBrand PositioningTarget Demographics

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T-Mobile is no novice in the telecom market. T-Mobile has successfully gained a strong hold on a sizable portion of the market and is not willing to surrender any of its territory. The hopes of Ameritalk are to rejoin many disjointed customers who have had bad experiences with contract phones. Many customers would gladly trade quality and reliability for a more affordable rate. By wearing the Ameri-talk persona T-Mobile can silently navigate and be a part of the prepaid environment, all the while remaining safe in the skeptical eyes of the average consumer..

• College Graduate: Prepaid plan with 4G phones and mobile Broadband plans• Heavy data user: With smart phones and mobile Broadband plans• Single & Married• Income between 20,000 – 75,000• Male & female

The target demo graph for Ameritalks campaign is the age range between 16-35, which is a fairly large area of ground to cover. This means there will be many different campaign deliverable that are custom designed to attract specific sections of this large tar-get audience. By segmenting the workload it makes for a more organized approach for the campaign strategy.

1.3The Competition

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There are many prepaid competitors with large customer bases and consumer trust. Boost Mo-bile being the pioneer in the prepaid game, has emerged to be undoubtably the largest competitor. One of the campaign USP is the “ “ add campaign. This lighthearted comedy based ad design is a way of being relatable, hip and young feeling to the intended audience of Boost mobile. Cricket was a late addition to the roster of players in the telecom-prepaid community. Despite their late arrival, they have wasted no time in aggres-sively campaigning against the competition with promotions that are far more generous in addition to an overall lower monthly cost. It has been this technique that gave them the edge when other companies were unwilling to make adjustment to their policies of there unique sales points that you may recall is “wallet drop”. This also enhanced their arsenal and continues to give them a much-needed edge in a hostile and volatile business environment.

1.4 ResearchBrand Mission Brand Vision

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Ameritalk wants to be a pil-lar in the telecom industry. Bringing class and quality back to the cellphone mar-ket.

To dominate the cellular prepaid market nation-wide, and across all demo-graphs.

1.5Unique Selling Proposition (USP)

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http://www.google.com/url?sa=i&rct=j&q=balck+bar+code&source=images&cd=&docid=A8x9VVbKwaPo8M&tbnid=1yrzPCgmd6J6kM:&ved=0CAUQjRw&url=http%3A%2F%2Fblack-white-wallpapers-hd.blogspot.com%2F2012%2F10%2Fred-barcode-black-red-wallpaper.html&ei=JO5FUc3wBceQ0QGSiICQBw&bvm=bv.43828540,d.dmg&psig=AFQjCNFaLoJXXZDC26WyHw69ibuSDOCQKw&ust=1363623836210854 http://www.google.com/url?sa=i&rct=j&q=balck+bar+code&source=images&cd=&docid=A8x9VVbKwaPo8M&tbnid=1yrzPCgmd6J6kM:&ved=0CAUQjRw&url=http%3A%2F%2Fblack-white-wallpapers-hd.blogspot.com%2F2012%2F10%2Fred-barcode-black-red-wallpaper.html&ei=JO5FUc3wBceQ0QGSiICQBw&bvm=bv.43828540,d.dmg&psig=AFQjCNFaLoJXXZDC26WyHw69ibuSDOCQKw&ust=1363623836210854

Ameritalk

Ameritalk is developing several innovative ways to keep the customers interest peeked as well as staying ahead of the competition. One of the USP being developed is the code club. Amerital’s code club is a proprietary barcode-scanning app that will be installed as a stock feature on all compat-ible Ameritalk handsets. A campaign of very well thought out and strategically placed bar codes would be implemented into the design campaign. If the barcode is scanned by the Ameritalk code club app, the code will direct the viewer to inside offers that are exclusive to Ameritalk subscribers. When and if the bar code is scanned by a third party scanning app, or a non Ameritalk user, the same code will lead the viewer to an alternate area describing the current benefits of switching to Ameritalk. There will also be additional offers such as free wireless Internet tethering for users who have unlimited data packages.

1.6 ResearchSWOT Analysis

SWOT SWOT

SWOT

SWOT

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• Strong brand equity and recognition• Well-established 4G network .• Steadily growing customer base• Relationships with industry leading Corporations in mobile services & technologies• Ideal shopping tool for shopping and buying decisions• Award winning customer service• Lows prices/affordable• Calling plan benefits

• Steady decline in average revenue per user• No presence in key emerging markets• High dependence on HTC• Slow network speed in I phone• Service contracts• Customer service

• Intensifying competition & consolidation in the US market (AT&T, Sprint)• Economic slowdown in the US• Rising number of MVNOs• Government regulations• Current Infrastructure could be rendered obsolete because of Improved satellite communication• No deal with apple for I Phone

• Increasing 4G network coverage in the US• First to introduce Google-based phone in the US (Android)• Mobile internet expansion• Cost cutting initiatives• Work on current weakness• Bundle phone with accessories• Improved web sites• Create a new sub-brand

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3.0 STYLE GUIDE

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3.1 Style GuideLogo Standard

When choosing our new companies fresh new look, Ameritalk exercised great care in leaving no detail left un- explored. The intent is to draw an unspoken connection between Ameritalk and T-Mobile using colors , other similar features you may find in the two designs. Ameritalk plans to use the mother companies purple but only as an accent. The color of Ameritalk pink and will be delivered much in the same way T-Mobile has in the past. The main franchise color (pink) will fill up the adds and be very warm and vibrant. Playing on the emo-tions of the customer before they have even read a word of the add is the strategy behind the emotion-al thought process of the logo and color palette.

The Ameritalk logo type face is Halohandletter and Helvetica.

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T-Mobile Logo

Ameritalk Logo

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3.2Logo Parts

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For the Ameritalk logo I chose to use one logo emblem to the right of the name, observing the proper spacing to keep the logo highly visible under any viewing conditions. The font type logo this logo is Halohandletter, the tag line that Ameritalk is using for this logo is “simple solution” its font is Helvetica. The font type is never to be used without the logo and in this for-mat. In addition to this static rule, the color of the logo letters is never to be altered as well . the logo is considered a contained stand alone style and the same spac-ing that was used for the distance from the tag line and the logo and gives it an asymmetrical feel. What Ameritalk means by saying this simple phrase (simple solu-tions)is to simply correct and resolve any previous grievances one may have had with T-Mobile or any service provider for that matter. Most people are looking for an easy way to solve their dilemma of which company to choose. Sometimes less is more and by evoking this feeling through the logo Ameritalk hope to make their de-cision a bit easier.

Tagline

Logomark

Logotype

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Ameritalk Logo with and without tagline

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3.3 Style GuideLogo Colors

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A one color version of the entire logo may be used in some cases. Depending on the background color, the logo may appear in any one of the colors contained in the full color logo.

These are the colors to correctly use the Ameritalk logo

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3.4Logo clear space

Logo usage

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Logo clear space

The minimum clear space that is acceptable for the Ameritalk logo is of an equal measurement and surrounds the exterior of the icon body within its colored back round. In any situation the Ameritalk logo is printed or shown, it should always have this distinct feature.

Logo usage

When using a different arrangement of colors to create the Ameritalk logo, there are a few constant rules that should always be observed. The Ameri-talk logo can appear in many different shapes and forms however whenever a black back round is used no colored font would be considered accept-able. When altering the color of the font for the word Ameritalk, please always take care to never change the tag line font color. The color (Blue) that is cho-sen for this portion of the logo has great effect on the brand essence otherwise takes away from the logos ability to be easily recognized.

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For use only when color is not an option

Logo should never be used in color on black background.

The tagline should never be used in any other color other than the original blue color.

Logo can be only used on solid color background

A minimum clear space equal to one unit of the square must be maintained at all times.

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3.5 Style GuideColor Palette

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The color pallet is one of the key tools. Creating a sub brand, does not mean to mimic the mother company completely. Please stay away from things that were too similar, while keeping the same brand essence. By using similar colors, will create an un-spoken connection between the two.

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22 The colors that are chosen for the campaign are designed to attract a fresh new audience. By using soft hints of the parent company, Ameritalk hopes to draw an unspoken connection between the two entities. This will give the consumer a reason to trust Ameritalk as well as a reason to view Ameritalk separately.

3.6Typefaces

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HalohandletterA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 . , ; ’ : ” ?

Antipasto Extra Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 . , ; ’ : ” ?

Antipasto Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z sa b c d e f g h i j k l m n o p q r s t u v w x y z

Helvetica Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 . , ; ’ : ” ?

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Logo The typeface Halohandletter is the font that is used for the Ameritalk logo.

Headline

For the campaign headline typeface two fonts were used as needed. The two fonts that appear are Antipasto extra light as well as Antipasto regular. Depending on the need of the individual circum-stances, either typeface could be used.

Body copy

Ameritalk’s body copy typeface is made up of one option. Helvetica should be used everywhere with no exception.

3.7 Style GuideTextures & Imagery

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Style Guide

The Ameritalk campaign hopes to take on a wide range of imagery and print styles. While be-ing versatile as well as effective, the imagery is meant as a blank canvas for additional parts to be added. The texture and images represented here are hoped to evoke a young free feeling, while also conveying a sense of reliability and strength. By using the specific textures and imagery it will be very easy to shape a noticeable brand essence. This will make staying in the customer’s minds for longer and easier. The ultimate purpose of the imagery is to leave the consumer with a lasting impression that makes sense.

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The ultimate purpose of the imagery is to leave the consumer with a lasting im-

pression that makes sense

3.8 Style GuidePrint Guidelines

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With Ameritalk, party never stops.Simple solution to your 4G needs.

Conquering the pitfalls of the telecom conclusively.Nationwide 4G coverage with unlimited everything.

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Print guidelines

While using the Ameritalk brand essence in print, there are a handful of simple rules to help in the design projects.

Logo placement When placing the Ameritalk logo in print, it should always appear at the bottom and be at least if not more 3.5 inches from the edge of the paper.

Imagery Whenever one is adding a smaller logo in the printed add, logo size should never be allowed below 75% of the original logo size.

Body copy text

For the body copy of the Ameritalk printed adds, Helvetica has been chosen. This decision was simple; Helvetica offers the most recognizable font that is also easily read.

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3.9 Style GuideWeb Guidelines

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Style Guide

The guideline for the look and feel of the website is very much similar to the printed guideline. The rules are created from the designer’s perspective based on many factors. The fonts that will be used for the web display are Antipasto for headlines and Helvetica for the body copy. When placing the Ameritalk logo in a web-based image, if there are any secondary logos for any reason, they would appear no smaller than 75% of the original logo. The Ameritalk logo is always to appear at the top or bottom at least once if not more. The website should strongly mirror the add campaign in most areas of imagery and texture.

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