Rebranding Proposal - MYER Website

Module 7874B

Initiate and CarryOut Projects

Author: Judy Beddoni

Date: 29th July 2007

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Proposal for Rebranding

MYER

Website

Author: Judy Beddoni

Date: 29th July 2007

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Contact Details:For all enquiries relating to this rebranding proposal please contact

Project Manager: Judy Beddoni

Proposed Project: MYER Rebranding

Telephone: 02 9999 9990

Mobile: 0400 555 550

Email: [email protected]

Confidentiality and Disclosure

The Company MYER must not disclose any proposed rebranding information to any third party unless the nominated contact officer “Judy Beddoni” has given prior written authorisation.

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INTRODUCTION

Introduction

Let me introduces my self my name is Judy Beddoni and I am the project manager of

“JABIT” Digital Designs & Ideas.

After viewing your company website MYER on the internet I have come to the

conclusion that even though you are a well known iconic brand in Australia your website

is outdate and lacks that modern look and feel that attracts customers.

Reference 1

You are probably wondering what rebranding is all about, well if you have the time

please read this proposal and you will discover what my company has to offer to you.

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EXECUTIVE SUMMARY

Executive Summary

The objectives for this rebranding project are to modernize and update the website and bring it to life with bright colors and a fresh new Logo.

Show some pizzazz, style and add some amazing new interactive technology to browse the site longer.

Interactive Elements, Databases & Programming

Since the Web is an interactive medium, users expect a high degree of interactivity. The more interactivity offered at your site, the higher its success and visitation rates will be.

You may want to consider using a personalization application / service, file downloads, audio file(s), video clips), etc.

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Proposal for RebrandingTable of Contents

CONTACT DETAILS:.................................................................................................................................... 3CONFIDENTIALITY AND DISCLOSURE...........................................................................................................3

INTRODUCTION......................................................................................................................................... 4

EXECUTIVE SUMMARY............................................................................................................................. 5

1.0 REBRANDING................................................................................................................................ 8

Reference 1............................................................................................................................................................81.1 REBRANDING WELL - MEANS STAYING RELEVANT............................................................................81.2 IT ALL STARTS WITH A LOOK..........................................................................................................8

2.0 WHAT ARE THE BENEFITS OF REBRANDING WITH US?........................................................9

3.0 COMMUNICATING WITH YOUR CUSTOMERS.........................................................................10

3.1 PODCASTS................................................................................................................................. 10Reference 2..........................................................................................................................................................10

3.2 VOD.......................................................................................................................................... 11Reference 3..........................................................................................................................................................11

4.0 REBRANDING EXAMPLES: NEENAH PAPER..........................................................................12

4.1 INDUSTRY: PAPER MANUFACTURING SUMMARY............................................................................124.2 NEENAH PAPER.......................................................................................................................... 13

Figure 1: Before & After Rebranding Images..................................................................................................13

5.0 REBRANDING EXAMPLES: SWISS LIFE...................................................................................14

5.1 INDUSTRY: FINANCIAL SERVICES/INSURANCE SUMMARY...............................................................145.2 SWISS LIFE - BEFORE IMAGE AND REBRANDED IMAGES................................................................15

Figure 2: Before & After Rebranding Images..................................................................................................15

6.0 MYER WEBSITE NOW.................................................................................................................16

Figure 3: Current Website Design....................................................................................................................16

7.0 SWOT – ANALYSIS.....................................................................................................................17

Appendix B..........................................................................................................................................................17

8.0 REBRANDING PROPOSAL.........................................................................................................18

9.0 PROJECT OVERVIEW:................................................................................................................18

9.1 PURPOSE AND OBJECTIVES:........................................................................................................189.2 BUSINESS JUSTIFICATION:...........................................................................................................189.3 YOUR RELATED PROJECTS:........................................................................................................189.4 MAJOR RISKS:............................................................................................................................ 199.5 SCOPE:...................................................................................................................................... 199.6 TEAM AND QUALIFICATIONS:........................................................................................................199.7 DELIVERABLES:........................................................................................................................... 20

10.0 REFERENCES............................................................................................................................. 21

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1) http://mm1projects.wikispaces.com/..........................................................................................................21What is Rebranding? Accessed 21st July 2007...................................................................................................212) http://www.media.com/wd-dat-p.asp.........................................................................................................21Interactive Media content Podcasts: Accessed 25th July 2007..........................................................................213) http://www.media.com/wd-dat-p.asp.........................................................................................................21Interactive Media content VOD: Accessed 25th July 2007.................................................................................21

APPENDIXES............................................................................................................................................ 22

A. CUSTOMER SURVEY...................................................................................................................22B. SWOT ANALYSIS....................................................................................................................... 23STRENGTHS............................................................................................................................................ 23WEAKNESSES.......................................................................................................................................... 23OPPORTUNITIES....................................................................................................................................... 23THREATS................................................................................................................................................. 23

11.0 View Our Proposal........................................................................................................................ 24

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REBRANDING

1.0 Rebranding

Reference 1

1.1 Rebranding well - means staying relevant.

Assumptions made when the brand was established may no longer hold true.

You need to analyze changes in target markets when exploring opportunities for brand

expansion, repositioning and revitalization.

And don’t just think the brand is only the logo, stationery or corporate colors.

Brands encompass everything from customer perception and experience to quality, look

and feel, customer care, retail and web environments, the tone and voice of

communications, and more.

With your online business, it can be a matter of updating the look of your website and

adding a new logo, company colors and use interactive technology to enhance your

customer’s experience.

Revamping the way you look can refresh your image and attract a wider audience.

1.2 It all starts with a look

Creating a professional identity for your company shows that you care about the way

people view your business.

It shows your unique character. Bottom line: It sets you apart from the competition

Stand out in any crowd with a logo that's smart, professional and unforgettable.

That’s why we offer high-end logo design and business technology solutions at prices

any company can afford.

That's why we guarantee our designs will be striking, professional and unforgettable.

It will get people talking about your Company.

It will inspire trust and company loyalty.

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It will drive your Business to a new beginning.

BENEFITS OF REBRANDING WITH US

2.0 What are the benefits of Rebranding with us?

Real results...

A new look and feel for your Company website

Fresh new ideas with the use of modern technology

We let you put your insight and expertise about your own business to work we listen.

You get a great logo design

Quality and convenience…Nothing is more important to us than helping you create a quality logo design and website with color-matching style and great use of modern technology.

You’ll have immediate access to the logo design in a variety of formats.

Outstanding customer service…

Any concerns in regards to any stage in the process; you can expect a quick and helpful

response to your questions or concerns.

We guarantee our services…

Our Guarantee is simple: If you don't love your rebranding, you don't pay a cent.

If at any point within the first 30 days you're unsatisfied with your rebranding, we'll

happily refund your money less agreed fees and the return of all design materials.

We're in business to help your business look great.

If your rebranding doesn't shine, neither do we.

No gimmicks, no hassles, no hoops to jump through.

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COMMUNICATING WITH CUSTOMERS

3.0 Communicating with your Customers

Rebranding is as much about changing corporate iconography as it is about changing

the way you communicate with your customers.

This is especially true today due to the media and advertising consumption changes

that have occurred with the advent of the Internet and other new media technologies,

like podcasts videos.

These changes are impossible to ignore your customers are doing more and more with

interactive technologies.

Staying abreast of interactive marketing changes and competitive campaigns can be

daunting for busy executive-level marketers.

Being innovative does not always mean reinventing the wheel.

We keep track of industry best practices so that even your most innovative campaigns

can take advantage of tactics that are known to improve success rates

3.1 Podcasts

Reference 2

Podcasts can present marketers with a novel way to build relationships with their

customers.

For example, your company could provide weekly podcasts of interviews with celebrities

and beauty tips from noted cosmetologists or when the latest fashion shows are held.

A financial management firm could provide its customers with comments on the

market’s most recent week and what to expect in the upcoming week.

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When done well, podcasts provide an amazing opportunity that gets customers to opt-in

to receiving relevant information that keeps them engaged with the Company.

3.2 VODReference 3

Video-On-Demand (VOD) is a term used to describe video that users can view at their

leisure or – on demand.

Of the new media technologies that are typically referenced, VOD is unique in that it can

be applied to any channel with a screen.

In other words, VOD is applicable to the television, the personal computer and mobile

devices.

The availability of VOD across multiple channels allows marketers to take advantage of

each channel to reach all targeted audiences.

Through their digital cable products, cable operators provide homes with the opportunity

to access a library of VOD content.

On the Internet, VOD advertising can occur by placing informative infomercial type

video on your own site.

Additionally, there may be some opportunity for viral ads using online sites that host

video or by developing a more involved campaign around VOD.

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REBRANDING EXAMPLES

4.0 Rebranding Examples: Neenah Paper

4.1 Industry: Paper Manufacturing Summary

"The way we've sold paper over the past 150 years is not the way we will sell it going forward." That, from our initial agency interview, was permission to change everything.

Challenge

Seeing the papers at the mill, in isolation from their marketing materials, even the young

designers responded positively to them.

Each of Neenah's paper offerings was so narrowly focused on perceived audiences that

it practically barred entry to others.

Product names such as Classic Linen, Classic Laid and Classic Crest and applied

aesthetics were more prominent than the brand.

Strategy

Sell Neenah first.

Individual products come and go in time.

The brand lives on.

Flip the hierarchy.

Chances are if someone likes using one Neenah paper they will try another.

Result

High positive feedback from designers and sales team.

Environment, our first rebranded line rose 30% in the first year.

Brand collateral is now consistent.

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4.2 Neenah Paper

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Figure 1: Before & After Rebranding Images

5.0 Rebranding Examples: Swiss Life

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5.1 Industry: Financial Services/Insurance Summary

Challenge

Swiss Life is a leading international life insurance company.

The group was founded in 1857 and is one of Switzerland's most trusted financial

brands.

After a turbulent phase and the definition of a new strategy in 2002, Swiss Life initiated

a corporate identity process.

Strategy

The goal was to strengthen the position in the European life insurance market by

integrating six national brands, which previously operated independently.

As a visible sign of strategic reorientation, an international umbrella brand with a

common name and visual appearance was established.

Result

The new brand links Swiss Life's tradition with its new positioning.

The color red and the Swiss cross refer to the insurer's roots.

Three lines symbolize the main lifelines on the human palm and emphasise that Swiss

Life is committed to people throughout their lives.

5.2 Swiss Life - Before Image and Rebranded Images

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Figure 2: Before & After Rebranding Images

MYER WEBSITE NOW

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6.0 Myer Website Now

Change the look

Black and white is so out of date and so plain

No use of modern technology

No interaction with customers

Figure 3: Current Website Design

SWOT ANALYSIS

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7.0 SWOT – Analysis

I have prepared this analysis to show you the opportunities your company can pursue.

Appendix B

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REBRANDING PROPOSAL

8.0 Rebranding Proposal

PROJECT NAME: MYER REBRANDING

Project Manager: JUDY BEDDONI

Proposal Rev and Date: 30th September 2007

Project Commencement: 30th January 2008

Target Completion: 21st February 2008

Total Budget Estimate: $10,000.00 depends on any changes

9.0 Project Overview:

9.1 Purpose and Objectives:

The main objectives for this rebranding is to modernize and update the website bring it

to life with bright colors, pizzazz and a fresh new Logo design and add some amazing

technology.

Interactivity podcasts to listen

Videos presentations to watch

Interactive mannequin to dress.

Our aim is to revamping your websites look; we can refresh your image and attract a

wider audience.

9.2 Business Justification:

It has been a long time with the same look and change is needed for your company to

continue to grow with the changes of technology and other competitors.

9.3 Your Related Projects:

Your company needs to update and modernize product lines (e.g. designer labels etc)

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Supply video content (e.g. fashion parades, cosmetic demonstrations etc)

Supply Audio content (e.g. information on topics of interest, next fashion parade, etc)

9.4 Major Risks:

The benefits to your business far outweigh any risk you may believe are involved.

If rebranding is not considered the risks are far greater.

Loss of the loyal customers and line in your business profits.

9.5 Scope:

The project is entirely feasible our team is all professionals

Audio content to listen to (we can arrange audio content production)

Video content from company (we can arrange for the production of any video content)

Pictures of clothing lines for mannequins (we can arrange the photographer)

9.6 Team and Qualifications:

Project Manager x 1

Overseers the whole project from start to finish

Reviews stages with your company for approval

Graphic Designer x 1

Creates logo and web design colour scheme

Creates the website splash page design and menus

Website Development Team x 2

Develops the web layout structure for placement of content

Develops the CSS Styles and html for the layout

Script language Programmer x 1

Develop scripting language for site

Video Technicians x 2

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Produce and edit video for uploading to website

Audio Technicians x 2

Produce and edit audio content for uploading to podcast

Photographer x1 (plus 1 if required)

Photograph clothing line for mannequin

9.7 Deliverables:

Diverse group of customers

Higher profit margin

Logo design

Corporate Colour coordinated website

Incorporate podcast recordings and video for customers to view on website.

Interactive mannequin (e.g. customer would upload own image and try clothes on)

Corporate coloured coordinated Stationary

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REFERENCES

10.0 REFERENCES

1) http://mm1projects.wikispaces.com/ What is Rebranding? Accessed 21st July 2007

2) http://www.media.com/wd-dat-p.asp Interactive Media content Podcasts: Accessed 25th July 2007

3) http://www.media.com/wd-dat-p.asp Interactive Media content VOD: Accessed 25th July 2007

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http://www.houckassociates.com/wd-dat-p.asp

http://www.houckassociates.com/wd-dat-p.asp

APPENDIXES

APPENDIXES

A. Customer Survey

Customer Survey

As part of our rebranding proposal, we asked several customers to list their 10 most

important criteria for shopping at MYER.

And, “…to our surprise, price was nowhere to be found. It wasn’t that price was

insignificant to customers.

But thanks to MYER’ influence, shoppers had come to assume they were going to

get a good price.

What they wanted was a brighter more appealing website to browse on while

shopping, some interactivity.

What they also wanted was for stores to stock all the basics and modern up to

date products, courteous and helpful sales associates. And they wanted a faster,

less-troublesome experience.

In other words, customers wanted the stores and website to not just have what

they wanted, but have it where it could be found quickly and easily.”

So we believe MYER should focused its marketing and merchandising efforts on

‘making it easy’ for customers to shop in its stores and on the internet.

For example, a typical store merchandise layout will place the most purchased goods in

the back of the store hoping shoppers will buy stuff they didn’t intend to buy.

To ‘make it easy’ for shoppers, MYER should placed their most purchased items (basic

necessities and every day items) in the front of the store so shoppers could access it

and get out fast.

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B. SWOT Analysis

Strengths

Advantages of Company history Capabilities Competitive advantages USP's (unique selling points) Resources, Assets, People Experience, knowledge, data Financial reserves, likely returns Marketing - reach, distribution,

awareness Location and geographical Price, value, quality Philosophy and values Reputation, presence and reach

Old Loyal customers

Weaknesses

Gaps in capabilities

Own known vulnerabilitiesReputation, presence and reachNo new customersProduct predictabilityNo modern products

Dull graphics Bland colour scheme Old fashion lookNo distinctive logoNo interactivity

Opportunities

Global influences Market developments Business and product development Technology development and

innovation - interactivityUpdate website – modern lookAdd Video clipsAdd podcasts

Industry or lifestyle trends Competitors' vulnerabilities Niche target markets

Change product linesAttract diverse group of customers

Threats

New technologies, services, ideas

Market demand Competitor intentions - various Seasonal, weather, fashion

influences Loss of key staff and customers

BoredomBoring website

CONTACT AND VIEW PROPOSAL

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11.0 View Our Proposal

Contact: Project Manager - Judy Beddoni

To view all our original ideas for the rebranding of your website

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Rebranding Proposal - MYER Website

Documents

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