Marketing Toolkit 2

Marketing

Toolkit2

workhubs

Flexible workspace for business

Toolkitworkhubs

2

All artwork files in this toolkit (as JPGs & InDesign files) can be downloaded from the website devonworkhubs.co.uk

IntroductionWelcome to the Devon work hubs Marketing Toolkit 2, an easy to use guide that provides you with a range of resources to help launch, publicise and maintain the profile of a work hub.

Backed by Devon County Council and utilising

the Devon brand you can use these resources

in your communications to position the work

hub as a professional and reliable entity.

Why the Devon brand is importantThe Devon brand is an expression of the

things we instinctively know make our county

special. It dispels misconceptions, reflects who

we really are and communicates the unique

qualities of Devon. Building on the success of

the Devon brand and incorporating its already

recognisable image into your marketing

helps create a stronger, consistent and more

recognisable brand.

The Devon work hubs Marketing Toolkit 2 is

one of two useful documents produced by

Devon County Council for those wanting to

start a work hub. If you would like further

information about how to design and set up a

work hub then please refer to the work hub

Interior Design Manual 1 at:

devonworkhubs.co.uk

3 Colour options

4 Typefaces

5-7 Logo options

8 Logo usage guidelines

9-10 Logo with town name

11 Headlines & straplines

12 Suggested offers

13-24 Poster templates

25 Leaflet template

26 Email template

27 Press ad template

28 Roll up banner template

29-30 Advert/poster footer examples

31 Images

32 Website

33 Basic marketing information

34 Top ten marketing tips

35 Radio script

36 Publicity checklist

Contents

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Colour options

PAnTonE: 124c

CMYK: 5c 30m 100y 0k

RGB: 255r 204g 0b

WEBSAFE: #FFCC00

PAnTonE: 158c

CMYK: 0c 70m 100y 0k

RGB: 255r 105g 0b

WEBSAFE: #FF6600

PAnTonE: 397c

CMYK: 30c 10m 100y 5k

RGB: 204r 204g 0b

WEBSAFE: #CCCC00

PAnTonE: 306c

CMYK: 90c 0m 10y 0k

RGB: 0r 204g 255b

WEBSAFE: #00CCFF

The red is to be used only for the logo and offers.

PAnTonE: 187c

CMYK: 30c 100m 80y 0k

RGB: 153r 0g 51b

WEBSAFE: #990033

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Typefaces

The following typeface is called Rockwell.It’s our primary typeface.

RoCKWELL LIGHT

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMnoPQRSTUVWXYZ

1234567890!;:/?,.@*%&*()£

RoCkWell RegulaR

abcdefghijklmnopqrstuvwxyz

aBCDeFgHIJklMNoPQRSTuVWXYZ

1234567890!;:/?,.@*%&*()£

The following typeface is called Verdana. It’s our digital typeface (for when Rockwell can’t be used).

Verdana regularabcdefghijklmnopqrstuvwxyzaBCdeFgHIJKlMnOPQrSTuVWXYZ1234567890!;:/?,.@*%&*()£

Verdana BoldabcdefghijklmnopqrstuvwxyzaBCdeFGHIJKlMnoPQrSTUVWXYZ1234567890!;:/?,.@*%&*()£

The following typeface is called John Doe. It is used in the work hubs logo.

This can also be used sparingly for extra emphasis on a certain few words. It works best in a different colour from the text around it, as shown here.

With this typeface - less is more!

John Doe regularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!;:/?,.@*%&*()£

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logo options

Positive basic version

Positive mono basic version

Reversed colour basic version (Can be used on any of the other 3 Devon brand colourways as shown on page 9)

All white basic version

workhubs

workhubs

workhubs

workhubs

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logo options

All white version with definition line wrapped around

All white version with definition line under

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Positive colour version with definition line wrapped around

Reversed colour version with definition line wrapped around (Can be used on any of the other 3 Devon brand colourways as shown on page 9)

Positive version with definition line wrapped around

Positive version with definition line under

Reversed colour version with definition line under (Can be used on any of the other 3 Devon brand colourways as shown on page 9)

Positive version with definition line under

workhubs

workhubs

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logo options

The Devon County Council logo must be included on any communications that we support.

Also the the District Council name (if supporting) and Department for Transport should be inserted as shown below.

Your own logo is optional as long as it’s used in conjunction with the Devon work hubs logo and the DCC logo.

Examples:

District Council nameDepartment for Transport

Supported by:

District Council name, Department for Transport

Supported by:

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workhubs

Totnes

workhubs

Totnes

workhubs

Totnes

workhubs

Totnes

logo usage guidelines

The following apply to all the different versions of the logo.

Exclusion zone:

Please use the ‘o’ in Devon, in proportion to the logo size, as a guide for the area of clear space required around the logo.

Do NOT distort the logo in any direction:

or use any other colours other than in the colour palette provided on page 4.

Minimum size of any logo is 20mm high.

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workhubs

Totnes

workhubs

Barnstaple

workhubs

workhubs

Barnstaple

workhubs

workhubs

Barnstaple

workhubs

workhubs

Barnstaple

workhubs

workhubs

Totnes

workhubs

Totnes

workhubs

Totnes

logo with town name (good option for signage)

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logo/button options (good options for websites)

workworkworkhubshubshubs












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Headlines & straplines for advertising, posters etc

(Please see templates on pages 13 onwards, for examples of how

they are used in the various layouts)

Suggested main headline options (approved) – must be followed by strapline below

• Work from home, work from the hub

• Quality time at the home office, quality facilities at the work hub

• Work from home? Connect at the work hub

• Devon home workers connect at the hub

• It’s all at your fingertips at a Devon work hub

• Always on the road? Reconnect at the work hub

• Faster broadband? Get better connected at a work hub

• Work at high speed at the hub. Fast broadband as standard

• Fast broadband, great connections

• Working on the go? Touch base at the hub

Strapline (approved single key message)

• Get the best from both worlds

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Suggested offers

To include in the red box or flash (see examples of how these can be used on following pages)

• Introduce a member & receive a £100 voucher to spend at the work hubs

• Get your first meeting space FREE

• Buy one work hub session and get one free (for the first 10 customers, for the first month)

• Join the work hub and get free business training and advice worth £100

• Join the work hub and have your website evaluated by our professionals

• Free refreshments for you and your guests

• Bulk buy discount on hourly rate

of course you can use any offers you wish to, including your own, to increase bookings at the hub!

Suggestion of how to use these offers:

We recommend these should be advertised one at a time for a duration of at least a month.

Monitor how they are doing and keep a record so you can compare offer effectiveness.

You could experiment and try without an offer on one ad and see how different the response is.

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Poster template 1 (available separately for you to add your own image, text & logo)

Please find images for the centre circle on our website. The centre circle is larger in this template and more suitable for photos showing a group or collaborative working. The red background shown here can be changed to another colour from the palette (see page 3).

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Poster template 1 (available separately for you to add your own image, text & logo)

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Poster template 2 (available separately for you to add your own images, text & logo)

The two images in the following templates are interchangeable with those found on our website. We suggest you use a scenic image in the larger of the two image areas and a work hub person or activity in the smaller centre circle.

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Poster template 3 (available separately for you to add your own images, text & logo)

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Poster template 4 (without photos)

Your logo

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Your logo

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Your logo

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Your logo

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Your logo

This template has a larger image area, the text can sit over the image at the lower part as long as the text is clear. Alternatively you can fade the lower part of the image to black, so the text is clear.

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Your logo

The following templates are designed to give you maximum creative flexibility to work the images and text in any way you wish.

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Your logo

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Your logo

Your text

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leaflet template

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email template

Click here to unsubscribe

TotnesAddress, Address details here, more addressAddress, Address details here, more addressTel: 01803 0000000 devonworkhubs.co.uk

If you work from home or on the go, you may want faster broadband at affordable rates, professional meeting space, free business advice and the opportunity to work with like-minded people. Work hubs are popping up all over Devon and could be your solution.

workhubs


Introduce a member & receive a

£100voucher to spend at the work hubs.

YourLogo

District Council Department for Transport.

Supported by:

work from the h

ub

Work from hom

eGet th

e best from

both worlds

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Press ad template

TotnesAddress, Address details here, more address detailsAddress, Address details here, more address details

Tel: 01803 0000000 devonworkhubs.co.uk


workhubs


Introduce a member & receive a

£100voucher to spend at the work hubs.

Your logo


Supported by:

work from the h

ub

Work from hom

e

Get th

e best from

both worlds

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Roll up banner template

Hidden area on roll at base of banner

workhubs


Your logo

Totnes address: Address details here, more address detailsTel: 01803 0000000 devonworkhubs.co.uk


Supported by:


work from the hub

Work from home

Get the best from both world

s

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advert/poster footer examples

Address, Address details here, more address detailsTel: 01837 0000000 devonworkhubs.co.uk

okehamptonworkhubs

Supported by: District Council, Department for Transport.


Totnesworkhubs



BarnstapleworkhubsFlexible workspace

for

bus

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s



HonitonworkhubsFlexible workspace

for

bus

ines

s


YourLogo

YourLogo

YourLogo

YourLogo

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advert/poster footer examples

TotnesAddress, Address details here, more address details Address, Address details here, more address details


workhubs


HonitonAddress, Address details here, more address details Address, Address details here, more address details


workhubs


okehamptonAddress, Address details here, more address details Address, Address details here, more address details


workhubs


BarnstapleAddress, Address details here, more address details Address, Address details here, more address details


workhubs


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Images

on the work hubs website devonworkhubs.co.uk you’ll fi nd a large selection of images to choose from. They have been specifi cally taken for use with this toolkit.

Alternatively you could commission or source your own photography yourselves.

Totnes High Street

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Website

How the homepage may look.

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Ask DeborahSanto dolut labor

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Click here

Flexible workspace for businessSign in Click here for your introductory offer

Choose your hub Book a meeting Invite your clients Forum Home

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Book a meeting BarnstapleExeterExmouth Honiton Newton AbbotOkehamptonPlymouthTivertonTorquayTotnes

Introduce a member & receive a voucher worth

£100

amus sum et ut alicil minverum ium et quam More

to spend at any Devon work hub.

Supported by: Department for Transport.

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Basic marketing information

The most important part of marketing is being able to communicate effectively with your customers. Before you begin any marketing activity, you should consider –

• Who your customers are• Your marketing budget• Your marketing objectives

The most important thing is that all communication with your customers should be properly planned. once you have identifi ed your target audience, you then need to consider –

• The message you want to get across

• The communication tool you are going to use

• How will you measure their effectiveness

Ideally, you should develop a marketing plan for your work hub in order to lay out your way forward over the next year or more. This will help you develop a more targeted advertising campaign and know where your work hub is headed.

You should try to use a combination of marketing communications –

• Telephone • Direct mail• Internet and E-marketing• Email• Direct sales

• PR

Best practice case studies

A collection of case studies that show how marketing initiatives can really benefi t your business will be added as work hubs within the network carry out their own marketing activities. Learn from other success stories to further your work hub.

Social Media

Facebook and Twitter can be great FREE marketing tools, as your customer base will be tuned into using these.

Therefore we advise that you use them and their logos (shown below).

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Top ten marketing tips

1 72

8394105

6

ResearchFor advertising to work correctly you need to know your market and your customers. The best way to do this is through research. You need to establish the size of your market and your type of potential customers.

Target your customersYou will need to target your existing and new customers. It is a lot easier to sell to an existing customer than to a new customer. once you know which kind of customer you want to target, you will be able to do more effi cient, cost effective marketing.

Your unique selling point (USP)You need to identify what is special about your business that gives you an advantage over the competition. You can have different selling points for different types of customers that you should be able to include in your marketing activities.

Categorise your customersSelect groups of customers that will respond to particular messages. This relates back to your unique selling point where you can use your special qualities to gain the edge over the competition.

Sell your benefi tsMake sure you relate everything back to the benefi ts the customer will get. Translate what you offer in a way that draws the customer in.

Know your customersIt is helpful for you to keep a record of your customers, and potential customers. This record can then be used to develop a contacts database for future targeted marketing for various offers.

Consider your choice of marketingAdvertising can be expensive, so it is important that you identify the right media for you to reach your intended audience.

Before you advertise in publications you need to consider –

• The audience of the publication, is it your target audience?

• The cost of the advert compared to how many bookings you will need to pay for it.

Web developmentMake sure your website is well designed and informative. Use search engines for maximum search optimisation.

Existing customersYour existing customers are very important, as word of mouth is a powerful marketing tool. Ensure that you keep them informed of special offers and new products.

Learn from experienceYou need to measure the effectiveness of your marketing to know what does and doesn’t work. You need to keep track of where your customer hear about you to know which area of advertising is working for you. If your advertising isn’t working, then don’t carry it on.

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Radio script

Below is a sample radio script.

Voice over:

Do you work from home, or are you out and about in your job?

Maybe a Devon work hub can help.

Work hubs are fl exible workspaces for small businesses. You’ll fi nd professional offi ce space for meetings or a quiet space to work, faster broadband, free business advice and the opportunity to network with like-minded people.

For more information about the (town) work hub call 01234 123 456 or visit devonworkhubs.co.uk.

Work from home, work from the (town) hub and get the best from both worlds.

Sam

ple

scr

ipt


Sam

ple

scr

ipt


Work hubs are fl exible workspaces for small businesses.

Sam

ple

scr

ipt

Work hubs are fl exible workspaces for small businesses. You’ll fi nd professional offi ce space for meetings or a quiet

Sam

ple

scr

ipt

You’ll fi nd professional offi ce space for meetings or a quiet space to work, faster broadband, free business advice and the

Sam

ple

scr

ipt

space to work, faster broadband, free business advice and the opportunity to network with like-minded people.

Sam

ple

scr

ipt

opportunity to network with like-minded people.

Sam

ple

scr

ipt

For more information about the (town) work hub

Sam

ple

scr

ipt

For more information about the (town) work hub call 01234 123 456 or visit devonworkhubs.co.uk.

Sam

ple

scr

ipt

call 01234 123 456 or visit devonworkhubs.co.uk.

Work from home, work from the (town) hub

Sam

ple

scr

ipt

Work from home, work from the (town) hub and get the best from both worlds.

Sam

ple

scr

ipt

and get the best from both worlds.

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36


Publicity checklist

logos

So that Devon County Council can ensure the correct use of its logo and the Department for Transport name, please send draft publicity to the Economy and Enterprise work hub team.

Finished resources

It would be useful to keep track of what you are doing to publicise your work hub. Please send copies of your publicity and media releases to the Economy and Enterprise work hub team.

using the toolkit

If you need any help or advice about the use of this toolkit, please contact the Economy and Enterprise work hub team.

Further information

Economy and Enterprise work hub team

01392 38283701392 383194Email

[email protected]@devon.gov.uk

workhubs


Documents

Marketing Toolkit 2