Whyte 10 4 1
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Research1.0
We all eat every day. Answering the questions of what
fresh produce to purchase should be an informed decision.
Jersey Fresh will be the first choice.
1.1
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
Overview
Brand Legacy
Discovery
SWOT Analysis
Brand Objective
Target Audience
Archetypes & Personas
Project Creative Brief
JERSEY FRESH
Key Tenets
Call to Action
Unique Selling Proposition
Brand Message
Research / 1.2
Brand LegacyThe Jersey Fresh brand is a state government marketing initiative focused on creating links between consumers and local farmers. The brand’s primary goal is to build recognition of New Jersey grown produce in the North American produce market.
. Concept started in the 1984
. Initial marketing encompassed radio and billboards only. First yearly campaign budget was less than $400,000. Policy study shows economic input worth cost of brand investment in 2000. New Jersey fruit and vegetable harvest worth over 200 million in 2004
. In 2002 study shows public knowledge and belief in state produce difference. Jersey Fresh is incorporated into many state festivities and fairs. Some food banks and public assistance programs tied in with brand. Lists of roadside markets available. Lists of farmers markets made available
The mission of Jersey Fresh is to increase consumer awareness and preference as well as trade usage of New Jersey’s farm products
Research / 1.3
Discovery
Top Competitors
Legacy Tagline
Jersey Fresh lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eget libero non nibh varius tincidunt. Etiam elementum erat non quam lobortis id tempus metus mattis. Nulla quis luctus risus.
Jersey Fresh’s existing USP is primarily one of freshness. Anyone can get fresh vegetables, or ones that look and cook like fresh ones.
Aenean posuere porttitor lectus eu consequat. Suspendisse consequat dui eu quam auctor eu porttitor augue posuere. Phasellus elementum porta malesuada.
Produce Marketing AssociationPMA
Florida Fresh Vegetable AssociationFFVA
United Fresh Produce AssociationUFPA
“As fresh as fresh gets”
Strengths
Opportunities
Weaknesses
Threats
. 25 year history
. recognizable brand
. continued government support
. government owned channels
. institutional stability
. excellent growing climate
. excellent distribution channels
. brand recognition in youth
. brand cohesiveness across internal partners
. leverage modern technologies
. close gaps in customer needs
. align with federal government trade laws
. stronger farmer-state relationships
. global brand recognition
. only promising “fresh”
. budget politically dependent
. lack of brand policy and policing
. non-structured brand channels
. leadership is politically dependent
. vision investment tied to state budget
. lack of benefit shown to farmers and re-sellers
. limited growing harvest season
. larger budgets in other produce states
. international importation of produce
. continued perceptions of pollution
. overall poor economy
. lack of funding for long-term investments
. low-cost only mentalities
Research / 1.4
SWOT AnaysisSWOT analysis to explore and determine the strengths and opportunities for rebranding and re-focusing the target market.
Research / 1.5
Brand Objective
Perceptions of lorem ipsum of Jersey Fresh lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eget libero non nibh varius tincidunt. Etiam elementum erat non quam lobortis id tempus metus mattis. Nulla quis luctus risus.
Implying that food is a journey both through natural physical cycles and the deep human connection with food and it’s heritage, puts Jersey Fresh as an eco-understanding brand and one of concern with people.
Unique Selling Proposition
Jersey Fresh: It starts here
Key Tenets
When you buy Jersey Fresh, not only are you buying the freshest produce, you are getting to know the farmers and they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms
HealthyValuableRecognizable
Research / 1.6
Target Audience
Jersey Fresh lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eget libero non nibh varius tincidunt. Etiam elementum erat non quam lobortis id tempus metus mattis. Nulla quis luctus risus.
Target Audience
Primary. women. ages 25 – 45. no racial distinction. college educated. family oriented. smart shoppers. family food buyer. caregiver
Secondary 1. young couples. ages 21 – 35. no racial distinction. college educated. community minded. eco-concerned. socially conscious. planning a family
Secondary 2. children. ages 5-12. multi-cultural. grade school centric. vast and varied interests. eager learners
Research / 1.7
Archetypes
The Innocent . healthy, wholesome, community aware, civic minded, basics pleasures
Persona 1
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molestie, mauris a venenatis tempor, mi erat porta eros, id rutrum velit.justo.
Ut eget velit non sapien placerat porttitor id vitae nunc.
Persona 2
Dolor Sit Amet Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos
himenaeos. Vivamus cursus eleifend aliquam. Suspendisse id pellentesque
ipsum. Nunc mollis consequat dictum. In hac habitasse platea dictumst.
Tribes
. vegetarians
. whole foods
. nutritionists
. New Jersey loyalists
Archetypes & PersonasJersey Fresh lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent eget libero non nibh varius tincidunt. Etiam elementum erat non quam lobortis id tempus metus mattis. Nulla quis luctus risus.
Research / 1.7
Creative BriefThe revitalized brand will have a new logo and new brand colors. The brand transformation will be highly recognizable and memorable, while creating a lasting emotional bond that remains relevant to the consumer.
The current logo will be replaced by a new mark that will be more consistent with the updated brand strategy. The visual representation of the state of New Jersey is to be removed. With valuable space in any logo area there is no need to spell out the words “New Jersey” and then super-impose a graphic of the same state over top. It is borderline cliché’. The words “Jersey Fresh” and only those words will appear in the new logo. Although there may be instances were a tagline is incorporated into the logo lock-up. There will be no recognizable imagery associated within the logo itself. The new logo will consist of a strong typeface with a geometric shape that can be used to help associate the newly created brand personas with the exacting target and leverage the brand symbolism through the many touch points the consumer will encounter.
The typeface for Jersey Fresh should add a sense of authority. Not the same sense as a financial institution, but a font that adds credibility and intelligence to an otherwise very human endeavor. Bebas or Museo Slab are two potential styles, while a slab serif such as Legion Slab (not quite as heavy or dense as Chunk Five or as over-used and recognizable as Rockwell) would readily fit the style that needs to be evoked through the personas to the targeted market. The final logo font will be substantial and evoke permanence without being blocky or slow feeling. Any subheadings will be in a traditional serif font face that once again sends a message of clarity and civility. The subhead and body typefaces of Bembo, Garamond or Caslon are highly legible. Using an additional typeface for web and screen media such as Lucida Sans or Trebuchet is recommended for subhead or body since they have a discernible style without being trendy. The over-used body types of Arial or Helvetica can be perceived as sterile.
A unifying geometric shape with four distinct non-iconic subsections will be incorporated into the logo with the aforementioned words Jersey Fresh. This shape will be used to bring a distinct mark to Jersey Fresh and the four colors will be leveraged in the campaign as a whole and as offshoots into more specific target marketing. These colors will become a harmonizing scheme used throughout all advertising messages. The four colors are red, blue, yellow and green. Red will give the brand message a sense of power and action. The blue will correspond to trust, while the yellow will keep the campaign (and consumer) cheerful and energetic. The green will give the brand a sense of earth and eco-friendliness. These colors will affect consumer perceptions of the brand and associated advertising in a positive and cohesive manor. The colors will directly affect brand perceptions and influence the cognition and behavior of the consumer.
The new brand colors will be rich in hue and medium to high in saturation, but not vivid to the eye. It is important to have a strong yet not trendy color scheme. The colors will be medium low in value—not a high value, pastel-like color.
The entire redesigned logo will convey sturdiness without appearing rugged, and be perceived as authoritative without appearing too corporate or governmental. These aesthetics will give the brand personality and influence consumer preferences.
All imagery in print, web, and TV will be photographic in nature and convey the connection between the land, the farmer and the consumer. In print or TV, large photographic shots of bins of vegetables are not discernible. Nor is just a blank distance shot of a field full of produce. The visual focus of all ads will be on a single person, be it the farmer or the consumer, with farms, farmers markets or super market as settings. There will be a 3-4 archetypal personas created that will serve as “spokes persons” for the brand. These personas will have history, a distinct personality, a link to the consumer and a point of view which will be expressed. They will be portrayed visually and have a unique memorable voice in radio.
TV spots will have a panoramic feel with a narrative that is relatable to the consumer. Print ads will be rugged and earthy, to set the tone for connection to farmer as person. The ads must not deteriorate into a showcase of hot sun and sweat. Advertisements are more about outdoor connections and pride from a farmer’s perspective or about the healthy eco-minded attitudes of the consumer. The ads must convey part of the story of one of the created personas. Whether it’s a quick shopping tip or a deeper philosophical question there must be furtherance of the narrative between farmers and consumers.
The interactive brand assets of the website and web app will leverage the brand assets and fully embrace the ongoing narrative. Neither will be a static repository for lengthy text. Social media, more lengthy opportunities to know about the food source, and interactive pathways to get deeper into the brand and lifestyle will be the focus.
The overall tone of the campaign will never belabor the lost connections of the food cycle in a heavy fashion. All advertisements will acknowledge the shift in culture towards a healthier, greener world and see it as a given that the consumer is interested and wants to know more.
Process & Development2.0
As a government driven brand, Jersey Fresh has the power to help both the general public and the producers of its products.
2.1
2.1
2.2
2.3
2.4
2.5
2.6
2.7
Overview
Mood Board
Logo Sketches
Ad Sketches
Website Sketches
Video Concepts
App & Social Media Sketches
JERSEY FRESH
Process & Development / 2.2
Mood Board
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Process & Development / 2.3
Logo Sketches
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Process & Development / 2.4
Ad Sketches
Jersey Fresh consumers are looking for a healthy lifestyle (beyond just diet) and a quiet understanding of how they fit into the agriculture life cycle. Jersey Fresh must say, in not-so-many words, that you know what is best for you and you know these farmers.
Process & Development / 2.5
Website & AppWire Frames / Sketches
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Process & Development / 2.6
Video Concepts
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Process & Development / 2.7
App & Social Media
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3.1
3.2
3.3
3.4
3.5
3.6
3.7
Overview
Brand Attitudes & Identity
Imagery Styles
Logo - Usage & Guidelines
Typography and Color
Examples
Digital Usability Guidelines
JERSEY FRESH
Style Guide / 3.4
Logo Mark & Type
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Logomark
Logotype
Grayscale
2 Color
1 ColorWhite
Full Color
Full Color w/ Tagline
JERSEY FRESH
JERSEY FRESH1 COLOR
JERSEY FRESH1 GRAYSCALE
JERSEY FRESH1 WHITE
FULL COLOR
JERSEY FRESHKnow Your Farmer
FULL COLOR
JERSEY FRESHKnow Your Farmer
logomark
logotype
JERSEY FRESH2 COLOR
JERSEY FRESH
JERSEY FRESH1 COLOR
JERSEY FRESH1 GRAYSCALE
JERSEY FRESH1 WHITE
FULL COLOR
JERSEY FRESHKnow Your Farmer
FULL COLOR
JERSEY FRESHKnow Your Farmer
logomark
logotype
JERSEY FRESH2 COLOR
JERSEY FRESH
JERSEY FRESH1 COLOR
JERSEY FRESH1 GRAYSCALE
JERSEY FRESH1 WHITE
FULL COLOR
JERSEY FRESHKnow Your Farmer
FULL COLOR
JERSEY FRESHKnow Your Farmer
logomark
logotype
JERSEY FRESH2 COLOR
Logo Guidelines
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Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
Examples
Restrictions
Web App Print Print
JERSEY FRESH
JERSEY FRESH
JERSEY FRESH
JERSEY FRESHJERSEY FRESH
JERSEY FRESH
JERSEY FRESH
JERSEY FRESH
Distortions Non-Brand Color Invert or Flip No Knock-Out
12
Style Guide / 3.5
TypographyLeague GothicJersey FreshGaramond Bold ItalicsLorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla dapibus condimentum lobortis. Proin malesuada cursus tincidunt. Praesent varius aliquet felis ac laoreet.
Roboto CondensedAliquam vel nisl ipsum. Suspendisse sit amet dapibus velit. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas
Type & Color
Color
RGB142 154 47
CMYK48 26 99 4
RGB0 169 210
CMYK75 13 9 0
RGB93 49 12CMYK
41 73 97 52
RGB167 169 172
CMYK36 29 27 0
RGB167 169 172
CMYK36 29 27 0
RGB153 42 51
CMYK27 94 79 23
RGB97 97 99CMYK
62 53 51 22
RGB97 97 99CMYK
62 53 51 22
sky earthgrowth barn
Creative Solutions4.0
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4.1
Know the Di�erence Know the Di�erence
JERSEY FRESH JERSEY FRESH
Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Know Your Farmer
JERSEY FRESH
Find out about the farms where your produce grows:
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
Taste and Nutrition have an Origin!
JerseyFresh.com
Know the Di�erence
JERSEY FRESH
It’s more than just corn...
JerseyFresh.com
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Television
TV spot 1
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JERSEY FRESH
Know the Di�erenceKnow the Di�erenceKnow Your Farmer
Know Your FarmerDiscovery Jersey Fresh
TV spot 2
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JERSEY FRESH
Know the Di�erenceKnow the Di�erenceKnow Your Farmer
Know Your FarmerDiscovery Jersey Fresh
Creative Solutions / 4.3
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Creative Solutions / 4.4
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Website
Creative Solutions / 4.5
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Facebook Business Channel
Social Media
Nulla in quam dui. Sed id lorem in tortor consectetur volutpat sed a nulla. Nulla iaculis ultricies sagittis. Maecenas congue, tellus sit amet mattis sodales, enim sem congue massa, non ultricies dui mauris id lectus.
Nulla pretium odio mi. Praesent libero erat, commodo ultricies blandit. Mauris mattis, eros nec vestibulum sollicitudin, turpis nisl vestibulum dolor, sit amet interdum leo augue at augue.
VideoConsumer Initiated Online Video
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Creative Solutions / 4.6
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Mobile App
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Creative Solutions / 4.7
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Resources & Credits5.0
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5.1
Resources & Credits / 5.2
Creative ThoughtLorem ipsum dolor sit amet, consectetur adipiscing elit. Sed eget eros quis est auctor mattis. Quisque et nisl eu ligula elementum scelerisque.
Richmond, L. (April 6, 2004). ‘JERSEY FRESH’ Program Marks 20th YEAR. Retrieved, September 29, 2012, http://www.state.nj.us/agriculture/news/press/2004/press040615.html
New Jersey (2012). Jersey Fresh. Retrieved, October 1, 2012, http://www.state.nj.us/agriculture/divisions/md/prog/jerseyfresh.html
Robinson, J. (2012) The Brand Name Bandwagon. Eat Wild. Retrieved, October 2, 2012, http://www.eatwild.com/articles/brandname.html
Govindashamy, R., Italia,J. (1999). State promotion of Rural Agriculture. Rutgers University. Retrieved, October 1, 2012,http://www.ser.tcu.edu/2001-Pro/SEP2001%20Govindasamy%20et%20al%2085-92.pdf
New Jersey (2012). Pick Your Own Fruits & Vegetables. Retrieved, September 28, 2012, http://www.jerseyfresh.nj.gov/searches/pyo.htm
New Jersey (2012). Marketing and Development. Retrieved, September 28, 2012, http://www.state.nj.us/agriculture/divisions/md/
Jacobson, A. (October 16, 2008). Powerful Value Propositions. Marketing Experiments. Retrieved, October 2, 2012, http://www.marketingexperiments.com/improving-website-conversion/powerful-value-propositions.html
Bentley, T. (June 29, 2010). ‘Jersey Fresh’ products expand and are now easier to recognize. The Express-Times. Retrieved, September 28, 2012, http://www.lehighvalleylive.com/food/index.ssf/2010/06/jersey_fresh_products_now_easi.html
Resources & Credits / 5.3
Imagery Credits
CorbisImages.com:
Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093, Corbis-42-21091093
finalize img directory nubers - gravida dolor, non mattis diam congue at. Aenean fringilla, metus ac mollis auctor, neque augue posuere ante, consectetur condimentum urna felis ac lacus. Morbi malesuada laoreet urna in facilisis. Integer id lacus sed lacus cursus tempor in vitae ante. Vestibulum condimentum sodales lacus et blandit. Quisque id leo ante. Suspendisse potenti.
Nulla placerat, sapien sed varius condimentum, quam felis imperdiet nisi, in ullamcorper ante felis aliquam magna. Duis varius urna at augue aliquet vel faucibus eros hendrerit.
Resources & Credits / 5.4
ConclusionWhen you buy Jersey Fresh, not only are you buying the freshest produce, you are getting to know the farmers and they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms.
By personifying the farmer and showing people how this fits into their life by creating avenues to connect directly and indirectly, the fabric of Jersey Fresh is more deeply woven and more clearly understood as a way of life.
© Robert T. Whyte
JERSEY FRESH
JERSEY FRESH1 COLOR
JERSEY FRESH1 GRAYSCALE
JERSEY FRESH1 WHITE
FULL COLOR
JERSEY FRESHKnow Your Farmer
FULL COLOR
JERSEY FRESHKnow Your Farmer
logomark
logotype
JERSEY FRESH2 COLOR