Resurface
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Transcript of Resurface
Collectively, our values are changing.
Patience is running out and we are all
waiting for the world to change…
But what if it is up to us marketers to lead the change?What if the experts of communication, the ones who spend their lives
devoted to crafting a message for corporations to give to the public
realized the significance their work on society?
What if the public started looking at advertisements with admiration for their values?
That is why we exist.
Resurface is a non-profit incubator and a recent thought leader. A new advertising standard has
been set, and we want to help get that discussion going .
Our work revolves around 5 pillars: curiosity, awareness, boldness, ethics and community.
curiosity
To question the known and unknown. To continuously pursue understanding. To meet challenges with constant growth and development. To drive change with creative solutions.
awarenessTo be informed of current trends, academic debates and ethical issues. To recognize and acknowledge consumer perspective, behaviour, and impact on culture. To perceive issues from an international standpoint and to assert international influence.
boldness
To have the courage to push the boundaries of conventional thought. To redefine social norms. To be thought-provoking and cause disruption to peace of mind. To drive action. To take a leap of faith. To lead change through action.
ethics To maintain loyalty to the values in which
we believe. To be respectful, understanding, and knowledgeable in
our dealings with controversial topics. To confront ethically charged issues, such
as: consumerism, economic stability, environmental conditions, the value of
self-worth, human rights, equality, stereotypes, mental health, technology’s impact on everyday life, the accessibility
of information, honesty, and corporate transparency.
communityTo establish a sense of togetherness. To encourage feelings of security and belonging. To improve the world through activism and socially creative solutions. To have compassion, tolerance and desire to protect the welfare of humanity and nature.
THE LAUNCH PROCESS
• We recruited a team of 20 individuals
• Created a shared network on Dropbox to place document templates and clieng work
• Together, developed brand values
• Did primary and secondary research on:• Market trends• Industry research• Best practices about medium creation• Target audience
In the beginning
DeliverablesThere are 3 main deliverables we are currently focusing on:
• Style Guide
• Social Media Launch
• The Website/ Thought Leadership Platform
Style Guide• Logo
• Fill can be in white, black or water pattern
• Slogan• “advertising as a catalyst for positive change”• Always written in lower case
Style Guide
• Font• Gill Sans MT• Helvetica
• Colours• 629DD1- font color• Shades of blue:
• 59BAEF - dark• 378DD8 - middle• C3E4F5 – light
• Background/ Texture• Original photographs• Rough background using
“grunge” brushes; creating the illusion of calm water from a far
Social Media LaunchWhat we did:
• Registered brand on all key social media platforms• Twitter• Facebook Page (for future use)• Instagram (for future use)• Klout• LinkedIn (once website is
registered)• Formed a laundry-list of
quality curated facts• Develop a social media
strategy
Image Sources from Top Left to Bottom Right: Facebook (2015); Twitter (2015); Instagram (2015); LinkedIn (2015); Klout (2015)
• Create a content calendar
• Build Credibility• Re-tweet/ post from reliable sources
and influential people
• Build a following• Popular hashtags• Include author’s twitter handle in
posts• 0- 100 followers - Post a lot at the
beginning to build awareness• Try out different Social Media tools
• Tweetdeck, Tweetcast, Buffer, Riffle, RiteTag, Hootsuite, Connect6, Twitter Analtyics, Hashtagify.me
Twitter [social media launch]
Twitter [social media launch]
• Maintain credibility and relevance• 100+ followers - post on a
regular schedule (3-4 times a week)
• Re-tweet • Communicate with influencers• Get influencers to re-tweet posts
• Expansion onto other social media platforms and launch website• Make sure enough support
before doing so
Twitter [social media launch]
Within 17 days:•2.8K impressions•1.1% engagement rate•100+ Followers
Twitter [social media launch]
• We reserved a Facebook page and Instagram account just incase, but will not be used in the near future
• Why? These platforms are used on a more casual basis
Facebook &Instagram[social media launch]
In 17 Days: •Earned a Klout Score of 19
Klout [social media launch]
Our Website
• Currently under development using WordPress
• Thought leadership platform:• Working with thought
leaders in the industry, and strong academic students
Our Website• Discussion Topics Include:
• History of advertising, culture, psychology of conformity, psychology of learning/memory, psychology of persuasion, concept of needs, consumerism, environment, economics, self-esteem, technology, mental health, physical health, ethical standards, etc
• Who will be writing:• Industry leaders in a range of fields
including advertising, economics, non-profit, technology and more
• Passionate advocates using credible sources
Overall, there have been many exciting brand developments, and quantifiable interest on social media in the past month. We are looking forward to even more organic growth and expansion!
This is a collaborative effort, so if you want to get involved be sure to contact us!
Sources• Facebook. (2015). ‘Download Brand Assets’. Retrieved from: www.facebookbrand.com
• Instagram. (2015). ‘Brand Resources’. Retrieved from: www.instagram-brand.com
• Linkedin. (2015). ‘LinkedIn Brand Resources’. Retrieved from: https://brand.linkedin.com/visual-identity/logo
• Twitter. (2015). ‘Twitter Brand Assets’. Retrieved from: https://about.twitter.com/company/brand-assets
• Wordpress. (2015). “Logo and Graphics”. Retrieved from: https://wordpress.org/about/logos/
Note:
• All photography are originals taken by Stephanie Heintzman using a Canon T4i
• All patterns and logos created by Stephanie Heintzman using Adobe Photoshop and Illustrator
