CAMPAIGN PROJECT BOOK1

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INTRODUCTIONYouthbuild is a non-profit organization that helps teens and young adults in low income communities complete their high school education while learning valuable job skills in the field, helping to rebuildtheir communities through strength and education. What sets this organization apart is the effect that it has on those young adults that complete the program, earn their high school diplomas, and learn job skills that can immediately transfer into a career upon completion of the program.

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TABLE OF CONTENTS

STRATEGY1.1 Research Paper . . . . . . . . . . 8-91.2 Brand Brief. . . . . . . . . . . . . .101.3 SWOT Analysis . . . . . . . . . . .111.4 Target Demographic . . . . . . . . .121.5 Personas . . . . . . . . . . . . . .13

CREATIVE DEVELOPMENT2.1 Logo Development . . . . . . . . .162.2 Mood Board . . . . . . . . . . . . .17

STYLE GUIDE3.1 Logo Standards . . . . . . . . . 20-213.2 Color Palette. . . . . . . . . . . . .223.3 Typography . . . . . . . . . . . . .233.4 Textures . . . . . . . . . . . . . . .24 3.5 Imagery . . . . . . . . . . . . . . .25

SOLUTIONS4.1 Billboards . . . . . . . . . . . . . .284.2 Website . . . . . . . . . . . . . . .294.3 Social Media. . . . . . . . . . . . .304.4 Web Banners . . . . . . . . . . . .31

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IMAGERY

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RESEARCHYouthBuild USA focuses on low-income communities. Another big difference between the two organizations is that the BGCA has certified youth programs on military installations, which really sets them apart from all other youth organizations as a whole.

Some of the previous marketing methods that YouthBuild USA has tried in the past are nothing but the basic and simple advertising methods that are familiar to most companies and youth organizations. An example would be hanging posters and flyers at a school in a low-income community, billboards that can be seen along the highways and freeways in such areas, and a website that has been active for over a century.

A program like YouthBuild USA can be primarily consumed with “word of mouth” advertising because it’s free, but the problem with this is that it is not a widely known organization that affects millions of people, so it takes a long time for their reputation to reach hundreds of people all over the country. An organization like BCGA can succeed on word of mouth advertising alone because they are so widely known in all types of communities, making their reputation travel quicker to others because there are so many people that

YouthBuild USA has been in the business of helping teens and young adults change their lives for the better since 1990, but has never really been able to break out and make an impact like their competitors, the Boys & Girls Clubs of America and Big Brothers Big Sisters, organizations that have become household names because of the amount of lives they change for the better.

When considering the facts, YouthBuild USA has helped over 92,000 students graduate and help rebuild their communities, while the Boys & Girls Clubs of America helped over 4 million children and teens in 2012 alone. These two organizations are in completely different worlds when it comes to helping children and teens, mainly because the BCGA can be located in all communities and

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have taken part in the program in the past. As mentioned earlier, YouthBuild USA may seem that they are content with word of mouth advertising and telling their stories to classrooms or auditoriums one at a time, but that will just make it more difficult to grow effectively and reach the amount of teens and young adults that they would like to. Helping over 110,000 students graduate seems like a lot, but not for an organization that has been around since 1990, which only ends up being approximately 4,782 students over 23 years.

As far as their current logo goes, it is a really creative concept and starting point to build from. The logo features someone wearing a hard hat and standing on a ladder, hammering away and building the first letter in “YouthBuild”. Half of the first letter is made to look like bricks, which shows the viewer that the letter is still in the process of being built, but almost complete. While the logo can look clean at times, it also seems jagged and pixelated in many other instances. There is also a clear issue of inconsistent branding techniques when it comes to their logo and the many different locations they operate in. An example of this would be when one of the YouthBuild centers is in a different location than the other, the logo will change a little

to be tailored to that location and community. While this may be good practice to make each community different in its own way, sometimes the logos, colors, layout, and words change too much to maintain a consistent brand throughout the organization.

The color scheme chosen by the organization appears to be a blue and yellow combination, which are well known to be contrasting colors. This color scheme is selected mainly for their web and print advertising, but the color scheme changes by location, which can be beneficial to make each community stand out and represent them uniquely. Students will wear a different color shirt depending on what their local community chooses, and can cover a wide range of colors.

White Latino AfricanAmerican

Female Male AttendCollege

SuccessRate

Low Income

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BRAND BRIEFYouthBuild provides MEANING by teaching teens to look towards other people in their community as a source of strength and wisdom.

YouthBuild provides VALUE by teaching teens to be responsible for themselves, their families, and society as a whole.

YouthBuild provides VISION by teaching youth to rebuild their lives and communities through hard work and dedication.

YouthBuild provides DIFFERENTIATION by using diversity as a source of knowledge and creativity.

YouthBuild provides COMMITMENT by teaching youth to work hard to overcome and obstacles.

YouthBuild provides SUSTAINABILITY by showing kids how to build bridges, both literally and metaphorically.

ONLINESS STATEMENTYouthbuild is the ONLY non-profit organization that rebuilds communities while rebuilding lives,

teaching young teens the importance of hard work, education, teamwork, and family.

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SWOT ANALYSISStrengths

• Program teaches real-life job skills that can transfer well into any type of job

• Relationships built on teamwork and trust• Helps to improve the community by building new

structures or upgrading old onesWeaknesses

• Tailored for “older” youth, directed more towards teens instead of younger kids

• Needs funding to purchase supplies• Not in every city or town

Opportunities• Definitely has room to grow• Can easily gain popularity• Great program that can be marketed with the

valuable job skills aloneThreats

• Not as popular as other nonprofits for at-risk youth• Requires funding and donations to get started• Not accessible in all areas

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TARGET DEMOGRAPHICDemographics of YouthBuild students in the United States, based on data submitted to YouthBuild USA:

• 100% are low-income.

• 93% enter without a diploma.

• 71% are men; 29% are women.

• 53% are African American; 22% are Latino(a); 20% are White; 3% are Native American; 2% are Asian American.

• 39% have received public assistance.

• 33% are court-involved.

• 26% are parents.

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PERSONAS

Stephanie Crystal

• Age: 17

• Likes: Football, Baseball, Video Games

• Goals: Own a construction business

• GPA: 3.3Michael

• Age: 18

• Likes: Cycling, Running, Fishing

• Goals: Become an electrician

• GPA: 3.2Brandon

• Age: 18

• Likes: Reading, Graphic Design, Photography

• Goals: Raise her family in a good community

• GPA: 3.4

• Age: 17

• Likes: Gymnastics, Drawing, Swimming

• Goals: Own and operate art studio

• GPA: 3.1

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LOGO DEVELOPMENT

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MOOD BOARDS

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THE LOGO

The logo was redesigned for the organization because the current logo looks outdated, mainly due to the typeface that was used. The logo has been used since the organization was first established, which was over 20 years ago, so it is definitely time for an upgrade.

The new logo features a silhouette of a graduate holding a hammer up, signifying a symbol of success and accomplishment, a powerful and inspiring messagefor the students of this program.

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LOGO STANDARDS

No outer glow effects are authorized

No alternative color schemes are authorized

No “flipping” of the graduate is authorized

Transparent logoBlack and white logoOne color logoFull color logo for light backgrounds

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COLORSColors in this campaign feature different shades of blue and yellow. The blue is used to represent education, and the yellow is to represent construction. Even though these are known as constrasting colors, they are used in this campaign to help the organization stand out against its competitors.

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TYPOGRAPHYTYPOGRAPHYThe goal of the typography for thiscampaign is to make a bold statement while staying professional and educational. The fonts use are meant to be big and powerful, but still be legible enough for accessibility purposes.

The tone of voice that will be used throughout this campaign will beinspirational quotes, stories, and anything that can motivate the audience to try and better themselves, which is a major component of No outer glow effects the organization.

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TEXTURES

The textures that will be present throught the campaign are centered around construction and industrial type themes, such as stainless steel, perforated steel, brick and wood grain. The textures can vary in color depending on the application and how the textures will be used.

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IMAGERYIMAGERY

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BILLBOARDS

Billboards will create a local presence that can be seen by thousands of local people everyday so they can get familiar with the program, possibly referring their friends and stirring up discussion around the community. The competitors frequently use billboards in their campaigns, but these billboards will be geared towards low income communities. The target audience will be anyone that travels along the freeways and highways everyday.

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WEBSITEWEBSITEThe website is the most important because it will serve as a central hub for all of the information centered around the organization. The website URL will be present across all types of media, alongside some sort of tagline such as “For more information, please visit www.YouthBuildUSA.org”.

The strategy of the website allows the organization to reach a high number of potential students, giving both current and potential students of the organization access to an endless amount of information about the organization. The website will be SEO ready, with the potential to beat out competitor websites in search traffic. The audience targeted will be those who use any devices to access the internet, because the website will be responsive and scalable for various screen resolutions..

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SOCIAL MEDIASocial media will be a big part of the overall campaign because it provides the most interaction with the audience, providing the greatest opportunity to get great results and feedback about the program and providing a way to interact with current and potential students of the program.

A Facebook page will be used to promote different events and activities that are taking place throughout the organization, and will serve as a main hub for everything going on in the world of youth education and job training.

Instagram will be used to post photos of current and recent projects taking place within the organization, with most of the images being used to promote success and well-being within the organization.

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WEB BANNERSWEB BANNERSBanner ads will be featured on many websites on the internet, specifically those types of websites that attract a younger audience in order to get the message out about the program.

Animated banner ads will be located vertically and horizontally in premiere locations, all of which linking back to the official website of the organization.

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WWW.YOUTHBUILD.ORG32