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The Doe-Anderson 2008 Summer Interns agency presentation on their work with the Special Olympics of Kentucky.
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Special Olympics Kentucky
Building brands by creating brand enthusiasts.
Summer 2008 Brand Initiatives
Lisa D. BecherZachary A. Grimes
Lorin L. Isaacs
The Brand
It will change you inside and out
The Client
o Non profit organization whose mission is to provide training and athletic competition for individuals with intellectual disabilities.
o 2.5 million participants worldwide competing in 30 Olympic sports
o Pro Bono account at Doe since Summer 2006
o Relationship between agency and client remains strong
The Priorities
1. Develop new brand fundraiser
2. Revamp and reorganize Web site.
3. Rebrand Get in the Game program.
Special Olympics Fundraiser
Priority One
Goals
o Raise awareness
o Increase participation
o Position fundraiser in the mind of consumers as a fun and exciting event for everyone to enjoy
Deliverableso Name and Logo
o Kickoff Invitation
o Brochure
o Poster
o T-shirt
o Hat
o Handbook Cover
o Transit Shelter Ad
Big Brown Truck Pull
Credits: Don Reibert, Bill Connelly, Jason Fotter
Promotional MaterialsBig Brown Truck Pull
Kickoff Invitation
(Front)
(Back)
Credits: Kevin Price, Bill Connelly, Jay Davis, Jason Fotter
UPS Truck Pull Promotional Materials
Web InitiativesPriority Two
Goals
o Create new look for site
o Improve navigation
o Content management system
Current Siteo Hard to navigate
o Content-driven
o Inconsistent
o Outdated design
o Overwhelming
Current Site Map
Revised Site Map
Future Siteo Consistent message
o Simple layout
o Informative
o Intriguing
o Inspirational
Recommendations
o Improve navigation through suggested site map
o Include search function
o Content management
o Content priority layout
Get in the GamePriority Three
About Get in the Game
o One-hour information session, not a fundraising event
o All sessions attended by one athlete or family member to share experiences
o Free and open to public
o Limited to 15 people per session
o Sessions held at Hoops and Churchill Park School
Goals
o Revise Get in the Game Logo
o Develop personal and general Get in the Game invites
o Revamp Get in the Game page on Web site
Promotional Material
Recommendations
o Revise Get in the Game Logo
o Explore media outlets to raise program awareness
o Create personal and general invites for the Get in the Game program
Brand RecapSummary
The Brand Recapo Developed new fundraiser and delivered
promotional materials
o Thorough Web diagnostic of existing site
o Get in the Game
o Moving the brand forward
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