Officeline Rebranding Proposal

Pierre Designs GraphiqueCOMMUNICATION • CONSULTING • GRAPHIC DESIGN

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OFFICE LINE REBRANDING PLAN - SALES & MARKETING

Geoff Struthers:Office Line | Avenue Storage Systems9 Tacoma Circuit, Canning Vale WA 6155Tel +61 8 9455 8000Fax +61 8 9256 1122Email [email protected] | www.avenueofficeline.com.au

Michelle PierrePierre Designs GraphiqueTel 0422448018Email [email protected]

PROPOSALPREPARED FOR:

BY:


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Welcome to Pierre Designs Graphique where we will help you achieve a clear concise brand that conveys your message effectively and consistently gets the results you are after!

• You want intelligent creative ideas

• You want to captivate your audience

• You want designs that broadcast your message effectively

• You want design that produces results

• You need flawless execution in project direction

First impressions count...Our goal is to create designs that influence your target audience and develop your long term marketing plan. We create ideas that ‘click’ and make a lasting impact. Our experience in all aspects of the design process ensures attention to detail and produces a

product that will exceed expectations leaving a memorable lasting impression.

ABOUT US


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1. MARKETING PLAN:

PROPOSAL

Geoff Struthers:Office Line | Avenue Storage Systems9 Tacoma Circuit, Canning Vale WA 6155Tel +61 8 9455 8000Fax +61 8 9256 1122Email [email protected] | www.avenueofficeline.com.au

1. MARKETING AND SALES PLAN2. LOGO AND BRAND DESIGN3. PRODUCT CATALOGUE REDESIGN & DEVELOPMENT

Established in 1988 Officeline is undergoing a Strategy, Business & Marketing Plan which includes a redesign of the current logo as well as design and marketing of the company Product Catalogue.

1. Office Line Rebranding Plan - Sales & Marketing• Market Research• Product Development & Catalogue• Re-defining Business position in the market place• Strategic Direction Plan• Staff Culture & Development• Rebranding Plan• Business brand launch

1.1 Market Research Study and review Office Lines sales and marketing background, their competitors and the market place

to identify their new business direction.1.2 Product Development & Catalogue Review Sales Revenue Report for the last 3 years to identify key products that are selling in the market

place as well as introducing a new product range that is contemporary and relevant to the current market place ensuring we identify the Customer’s needs and identify where competitors stand with similar products.

1.3 Re-define Office Lines position in the market place and include forecast projections for the business. This will include a complete Financial Report / Sales Targets effectively turning the business around to be more competitive in the office and workspace furniture retail industry.

1.4 Compose a strategic direction plan for Officeline that covers all aspects of sales & marketing. This will include a check list of all the key components to carry out the plan. There will also be a large emphasis on Internet Marketing which includes online shopping cart, multimedia presentations, online interactive tools, email marketing and internet advertising as well as a management plan on business systems used to carry out these marketing components.

1.5 Compose Re-branding plan which covers all aspects of branding from logo design, brand identity, distribution of brand across the network. This will include a check list of all the items required to carry out the rebranding. Generally the rebranding delivers changes across the business network which includes sales, marketing and advertising.

1.6 Work Place Culture and Staff Development. When carrying out a rebrand it is important to consider how these changes affect staff. Therefore having information sessions with staff to explain how the business will be changing will soften the blow. Change management such as rebranding will cause upset in an organisation. So it is very important to get your staff on board from day one. A Workplace Cultural Plan will be created to carry out these changes and support the staff. This will include a survey on how staff feel about their workplace.

CLIENT:

OBJECTIVES:

BRIEF:


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2. BRAND DESIGN:

3. CATALOGUE:

PROPOSAL

1.7 Business Brand Launch – this is an opportunity for the business to present itself to industry members and the business community they have been dealing with since they opened their business. It’s very important to launch the new brand in an event style fashion. It creates a great opportunity to showcase new products and network with clients. A complete event plan will be designed for this including all aspects of advertising and promotion.

2. Logo and Brand DesignCreating the graphic design that best meets the client needs involves a creative process that relies on significant client involvement. Rarely can a designer disappear for a few days or weeks and emerge with the perfect design, and that is usually not the most effective approach to using a graphic designer. We propose a four stage process to create the design best suited to meet the Client’s needs:i/ Research; ii/ Concept Design; iii/ Final Design; iv/ Acceptance

Officeline is to undergo an urgent and complete re branding. The fundamental idea and core concept behind having a ‘corporate brand’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

A strong brand is one of the most valuable assets an organisation owns. To make it truly powerful it needs to be applied consistently so that anyone dealing with Officeline knows who you are and what you stand for. Everyone has a part to play in doing this and bringing the brand to life and to do this Officeline needs a documented style guide representing your company’s values, capabilities and professional standards. It is a visual tool that communicates your identity to all of your clients, partners and stakeholders - and is an asset to be valued. A documented Style Guide will include a description of all fonts/colours and various applications of your logo, these guidelines will be used to help you represent your brand consistently.

3. Product Catalogue Redesign & DevelopmentOfficeline would like to continue to be seen as an industry leader in provider of quality furniture to Educational Facilities, Architects, Government, Hospitality and Corporate Offices. With the new branding complete Officeline will require a new product catalogue design in keeping with the new company identity. The main objective is to develop a product catalogue targeted at the at the Educational sector of the market. From a visual standpoint, a brochure needs to appeal to this specific audience as it will include various educational, office and classroom furniture and storage supplies for kindy up to university. The redesign and rebranding will serve to provide customers with an updated, modern, well designed catalogue which strongly supports an educational type environment/audience and also provide an user friendly experience. It will also reaffirm Officeline as a well established, trustworthy and reliable company that has provided — and will continue to provide — quality specialist furniture and storage systems.

Officeline biggest competitors are direct furniture manufactures and firms that are able to compete directly either by price or through attractive and engaging marketing material. Engaging the customer is a crucial part of today’s culture. User experience needs to be addressed in every stage of the design process and must also keep in mind that the catalogue will be displayed online. To connect with customers, the catalogue needs these essential design elements: i/ Attention-grabbing cover; ii/ Compelling content; iii/ Powerful call to action; PLUS; iv/ Marketing done through print and electronic medium

The catalogue needs to be completed by September 2014 so that schools and education facilities can order and receive their products for the 2015 school year.


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DELIVERABLES:

PROPOSAL

1. Office Line Rebranding Plan - Sales & Marketing Project delivered by Alva Scully - Marketing Director Sales and Marketing Plan as indicated above.

Rates are $70 per hour. Total cost of project will be estimated after further client consultation.

2. Logo and Brand Design The visual rebranding of Officeline will be made up of: • Logo and style guide (The symbol of the entire identity & brand) • Stationery (Letterhead + business card + envelopes, etc.) • Marketing Collateral (Flyers, brochures, websites, etc.) • Apparel Design (Branded clothing items worn by employees) • Signage (Interior & exterior design) • Email signatures • A new interactive website is created (to be addressed at a later date)

Packaged rate for complete logo design and accompanying style guide $990.00 plus gst. Rates are $120 per hour plus gst. Cost estimates will be provided for each job and approved by the client

before any work is undertaken.

3. Catalogue direction and development • Photography of product scenes: A photographer is engaged to shoot scenes where products are

displayed in a classroom like setting • The new catalogue is designed with content based on product / market research: Choice of 2 different design concepts presented, this will include a front and back cover and inside

spread examples for each concept • Once a design has been chosen - signing off either by email or in writing will be required. • Full layout of catalogue will be completed based on chosen concept and product selection as decided

in the sales and marketing plan • Mock-up of complete catalogue printed • Proof reading and alterations and amendments applied • Final sign-off and the catalogue is printed and presented in a binder format in 4 main sections • Catalogue made available online as interactive flip book

Quarterly A3 Flyer / product brochure design and development • An A3 size flyer/brochure is created, printed and distributed to the data base quarterly to keep

Officeline ‘in front’ of customers - people are reliant on being reminded of what they need!

Rates are $120 per hour plus gst. Cost estimates will be provided for each job and approved by the client before any work is undertaken.


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TERMS & CONDITIONS:

PROPOSAL

Terms And Conditions:All work is carried out by PDG on the understanding that the client has agreed to PDG’s terms and conditions. Copyright is retained by PDG on all design work including words, pictures, ideas, visuals and illustrations until after all costs have been settled. If a choice of design is presented, only one solution is deemed to be given by PDG as fulfilling the contract. All other designs remain the property of PDG, unless agreed in writing that this arrangement has been changed.

Project AcceptanceAt the time of proposal, PDG will provide the customer with a written estimate or quotation. A copy of the written estimate or quotation is to be signed and dated by the customer to indicate acceptance and should be returned to PDG. Alternatively, the client may send an official order in reply to the estimate or quotation which binds the client to accept PDG’s terms and conditions. No work on a project will commence until either document has been received by PDG. Quote is valid for 14 days from date received. All prices include GST. Prices are accurate at the time of quotation. Prices are subject to change if work is not commenced within 14 days. Printing prices may vary during the course of the project and as such may be re quoted closer to project completion.

Design ChargesCharges for design services to be provided by PDG, will be set out in the written estimate or quotation that is provided to the customer. At the time of the customer’s signed acceptance of this estimate or quotation, indicating acceptance of the Terms & Conditions, a non-refundable deposit of 50% of the quoted fee will become immediately due unless otherwise stated. Work on the project will not commence until PDG has received this amount.

Charges for Other ServicesAny additional costs outside the budgeted scope of a project will be billed at the client’s expense. This includes purchasing of stock photography, hiring of couriers and general expenditures and disbursements.

PaymentPayments may be made by cash, cheque, or electronic funds transfer.

DefaultCustomers whose accounts become default agree to pay PDG reasonable legal expenses and third party collection agency fees in the enforcement of these terms and conditions.

Copyrights and TrademarksBy supplying text, images and other data to PDG for inclusion in the customer’s medium, the customer declares that it holds the appropriate copyright and/or trademark permissions. The ownership of such materials will remain with the customer, or rightful copyright or trademark owner. Any artwork, images, or text supplied and/or designed by PDG on behalf of the customer, will remain the property of PDG and/or it’s suppliers. The customer may request in writing from PDG, the necessary permission to use materials (for which PDG holds the copyright) in forms other than for which it was originally supplied, and PDG may, at it’s discretion, grant this. Such permission must be obtained in writing before it will allow any of the aforesaid artwork, images, text, or other data to be used. By supplying images, text, or any other data to PDG, the customer grants PDG permission to use this material freely in the pursuit of the design. Should PDG, or the customer supply an image, text, or any other file for use in a website, multimedia presentation, print item, exhibition, advertisement or any other medium believing it to be copyright and royalty free, which subsequently emerges to have such copyright or royalty usage limitations, the customer agrees to fully indemnify and hold PDG free from harm in any and all claims resulting from the customer in not having obtained all the required copyright, and/or any other necessary permissions.

AlterationsThe customer agrees that changes required over and above the estimated work or required to be carried out after acceptance of the draft design will be liable to a separate charge. The customer also agrees that PDG holds no responsibility for any amendments made by any third party, before or after a design is published.

ApprovalOnce the customer accepts the design and upon payment of the balance, PDG provides all the artwork to the customer either on a CD or via email. If PDG can help find a printer, the files typically go directly to them. By signing this document, client acknowledges that all terms of this agreement have been read, understood and accepted.

Publications I Advertising I Branding I Promotions I Web Design I Print Management

M 0422 448 018E [email protected]

www.pierredesigns.com.au


Officeline Rebranding Proposal

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