Project Book

Gifts ForTeaching

We Dreamed It.Disney Built It.

ProjectBook

Gifts ForTeaching

Section 1.0: Strategy1.1 Objective1.2 Company Profiles1.3 Creative Brief

Section 2.0: Research2.1 Title Page2.2 Abstract2.3 Introduction2.4 Conclusion2.5 References

Section 3.0: Creative Process3.1 Mood Board3.3 Logo Sketches & Concepts3.4 Poster Sketches & Concepts3.5 Magazine Ad Sketches & Concepts3.6 Billboard Sketch & Concept3.7 Website Sketches & Concepts3.8 Storyboard Sketch & Concept 3.9 Project Book Sketches

Section 4.0: Graphic Standards4.1 Logo Specifics4.5 Color Palette4.6 Type Fonts4.7 Word Usage and Taglines4.8 Print Logo Placement4.11 Print Color Palette4.12 Print Graphic Elements4.13 Print Imagery4.14 Print Textures 4.15 Print Type Fonts4.16 Interactive Logo Placement4.17 Interactive Color Palette4.18 Interactive Type Fonts4.19 Interactive Imagery4.20 Website Specifics4.21 Website Banner

Section 5.0: Final Designs5.1 Logo5.2 Posters 5.4 Magazine Ad5.5 Billboard5.6 Website5.7 Web Banner5.8 Additional Media

Table of Contents

1.0 Strategy

1.1

Objective

Gifts For Teaching, We Dreamed It. Disney Built It!, campaign was created for the sole pur-pose of helping teachers. The purpose is to get Disney to provide the seed money to create a business office inside the A Gift For Teaching store. Teachers need more and more help every year due to budget cuts. Providing a business office providing a business office for them would help reduce their out of pocket costs.

1.2

Company Profiles

Disney World OrlandoThe Walt Disney Company produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling. Disney’s Parks and Re-sorts are not just home to Disney’s beloved characters but the place ‘Where Dreams Come True’. Disney Cast Members are committed to building a better community through sharing their time, talent and resources. More than 150 Disney executives show their leadership in the community by serving on boards of non-profit agencies and trade associations. Philan-thropy is a part of Disney’s broader efforts to be a good corporate citizen and neighbor.

A Gift For TeachingA Gift For Teaching is a non-profit organization in Orlando, Florida, that was founded in 1998 by Gary Landwirth as a way to recycle unwanted and surplus supplies from businesses. It has grown tremendously since then; it now distributes more than $35,000 worth of supplies and incentives countywide daily to the community’s highest-needs schools and classrooms for free. Thousands of companies, individuals and volunteers have allowed AGFT’s teacher free store to distribute more than $48 million worth of school supplies to underprivileged children and grow to not only provide school supplies, but experiences as well.

1.3

Creative Brief

Objective: To develop a creative campaign that will market a new business office for A Gift For Teaching. The business office will benefit teachers, by providing them with the tools to provide a quality education to their students.

Client/Target Company:Walt Disney World Orlando / Non-Profit Partner: A Gift For Teaching

Competition:Disney’s competition is Universal Orlando, Busch Gardens, and Sea World

Project Goals:The project needs to meet the needs of the non-profit organization, impress the board of directors of the non-profit organization, and convince Walt Disney to provide the seed money to fund the project.

Target Message:A business office would be a great addition to A Gift For Teaching to further help our educators in educating our children.

Target Audience: The target audience for this campaign is male and female teachers and parents. The age of the target audience is early twenties to early sixties. Demographic, teachers and parents in lower income schools and communities. Culture backgrounds vary. The target audience includes the board of Directors for a Gift For Teaching.

Key tenets of the brand:Education, Success, Caring.

Copy Message: We Dreamed It. Disney Built It!

Competition:Disney’s competition is Universal Orlando, Busch Gardens, and Sea World

Design Style:I want to use a fun font and bright cheerful colors. The design style will be close to what A Gift for Teaching already uses for the brand. I want to stay consistent to show that this would be an extension of the brand itself. The colors I am using are associated with school and children, yellow, orange, blue green and red.

Preliminary Creative Concept One:Creating a print design for poster or magazine. I will use pictures of teachers and tie Disney into it. I will use both AGFT logo and Disney’s logo with these print designs.

Preliminary Creative Concept Two:Adding new web pages to the already existing web site of AGFT would allow viewers to find out about the business office, the hours, the tools available, location, and how to volunteer.

1.4

Creative Brief

Preliminary Creative Concept Three:

Creating a 3-D animated model showcasing where the business office would be located in conjunction with the AGFT store and what it would look like. This would help conceptualize the idea for the business office.

How will the success of campaign be measured?The success of my campaign will be measured by the building of the business office.

1.5

Creative Brief

2.0 Research

2.1

Title Page

Dreams Can Come True: An Educational Partnership Between Disney World

and A Gift For Teaching

Liz J. HalutaFull Sail University

Abstract

2.2

“Teachers spend on average $1,200.00 of their own money each year, that is $4 billion an-nually” (ADMB, 2009). That amount will increase as long as funding for education keeps decreasing. A Gift For Teaching (AGFT) is a non-profit organization that believes in provid-ing every child with the tools necessary to receive a quality education, as well as provide teachers with the necessary tools to provide a quality education to their students. Disney is a company that believes in the power of education and learning, and that everyone, especially children, should have the opportunity to learn (Fickley-Baker, J. & Prihoda, 2009). Bringing both of these companies together in a partnership for this campaign will solidify the mes-sage of the campaign, increase funding for AGFT and reinforce the brands’ positioning and image.

2.3

Introduction

“We Dreamed It, Disney Built It!” is about creating a business office in a 1,000-square- foot area of the free store for teachers called AGFT. This business office would provide teachers with tools at their disposal to help them in educating their students. “Teachers spend on average $1,200.00 of their own money each year, that is $4 billion annually” (ADMB, 2009). Disney believes in the power of education and learning, and that everyone, especially children, should have the opportunity to learn (Fickley-Baker, J. & Prihoda, 2009). The non-profit organization AGFT has this same philosophy. “At A Gift For Teaching (AGFT), we believe that something as simple as a crayon can make an extraordinary difference in the success of a child” (A Gift for Teaching, n.d.).

This organization provides teachers with a free store where supplies are distributed to underprivileged children. AGFT’s goal, as well as the goal of this campaign, is to provide teachers with the tools they need. Both of these companies can work together to support and evaluate their brands by providing children in need the chance for their “Dreams to Come True.”

The Walt Disney Company believes in helping the communities as part of their corporate responsibility statement. “Philanthropy is a part of Disney’s broader efforts to be a good corporate citizen and neighbor” (Disney, n.d.). By cutting the funding of public schools, teachers and parents have to dig deeper into their own pockets to provide quality education to our children. Walt Disney World Orlando and AGFT is a perfect partnership. Together both of these companies can provide educators with the necessary tools to improve student learning.

By cutting the funding of public schools, teachers and parents have to dig deeper into their own pockets to provide quality education to children. Walt Disney World Orlando and AGFT is a perfect partnership. Together both of these companies can provide educators with the necessary tools to improve student learning.

“Schools in Orange County, Florida, are facing more than a $60 million budgetary shortfall” (“Parents, Teachers Protest School Budget Cuts,” 2010). This is not the only county in Florida that is affected by budget cuts and the lack of Government funding. Budget cuts to schools are being felt throughout the entire state. Schools are struggling to provide adequate resources to teachers and programs to students. Teachers and students are expected to do more with less. “Budget reductions force administrators to cut programs that are seen as least important” (Jaye, 2009).

Through the ‘We Dreamed It. Disney Built It!’ campaign, AGFT and Disney will bring more awareness to the problems teachers face with the ability to their job on a daily, monthly, and even yearly basis. This partnership will strengthen and enhance the Disney brand by showing the community the human-side of the corporation. This campaign will be able to increase the funding from business to AGFT, thus giving teachers and students the extra support that is needed to increase student learning.

Conclusion

2.4

A Gift For Teaching (n.d.). Our Story. Retrieved April 18, 2010, fromhttp://www.agiftforteaching.org/InDash_Display.aspx?PGID=13

Aldridge, B. (2002). Walt Disney Biography. Retrieved April 15, 2010, from http://www.justdisney.com/walt_disney/biography/long_bio.html

Barrier, M. (2007). The Animated Man A Life of Walt Disney. London, England: University of California Press, Ltd.

CSRwire.com. (2010 April 18). Walt Disney World Resort Donates $12.5 Million to Dr. P. Phillips Orlando Performing Arts Center. Retrieved April 18, 2010, from http://www.csrwire.com/press/press_release/19106-Walt-Disney-World-Resort-Donates-12-5-Million-to-Dr-P-Phillips-Orlando-Performing-Arts-Center

Disney (n.d.). Corporate Responsibility: Community. Retrieved April 16, 2010, from http://corporate.disney.go.com/responsibility/community.html

Disney (n.d.). Corporate Information: Company Overview. Retrieved April 15, 2010, from http://corporate.disney.go.com/corporate/overview.html

Fickley-Baker, J, & Prihoda, K. (2009, June 4-17). Disney distributes shining star awards and $700,000 in grants. Retrieved April 18, 2010, from http://www.jenniferfickley.com/site/wp-content/uploads/2009/06/volunteer.pdf

Garretson-Bilnoski, C. (2008 Aug. 9). Parents Question Public School Supply list. Retrieved April 23, 2010, from http://classroom-issues.suite101.com/article.cfm/10_worst_new_school_supplies_for_public_schools

Gillette, B. (1999, June 1). Interview: Doing It “The Disney Way.” Retrieved April 24, 2010, from http://meetingsnet.com/corporatemeetingsincentives/meetings_interview_doing_disney

Jaye, E. (2009, January 25). The Effects of Budget Cuts. Retrieved from SocyBerty Web site: http://socyberty.com/education/the-effects-of-budget-cuts/

References

2.5

Kelly, M. (2010). How Budget Cuts Affect Teachers. Retrieved April 18, 2010, from http://712educators.about.com/od/issuesineducation/tp/teaching_budget_cuts.htm

OMX, Inc. (2009). A Day Made Better. Retrieved April 15, 2010, fromhttp://www.adaymadebetter.com/#/manifesto/

Parents, Teachers Protest School Budget Cuts. (2010, May 1). West Orlando News. Retrieved May 1, 2010, from http://westorlandonews.com/2010/03/25/parents-teacher-protest-school-budget-cuts/

V. Mardel (personal communication, October 15, 2009)

References

2.6

3.0 Creative Process

Gifts ForTeaching

Mood Board

Mood boards are used to convey the overall feel of a project, by putting together imagery, colors, textures, and typography.

Sample Color Palette

Sample Imagery

Sample Textures

Sample Logos

3.1

Sample Typography

Colaborate-BoldWe Dreamed It. Disney Built It!

Waltograph Ui-boldWe dreamed it. disney bUilt it!

Delicious HeavyWe Dreamed It. Disney Built It!

ChalkdusterWe Dreamed It. Disney Built It!

Designer Notes

Concept: (Poster/Magazine Ad)

Key Words:

• Teaching• Success• Business• Office• Disney

Tag Line:We Dreamed It. Disney Built It!

The exclamation point at the end of the tag line will be a capital i from the font used and a Mickey Mouse head.

Sample Graphics

Mood Board

3.2

A Gift ForTeaching

A GiftFor Teaching

Logo Sketches & Concepts

3.3

Poster Sketches & Concepts

3.4

Ad Sketches & Concepts

3.5

Billboard Sketch & Concept

3.6

Website Sketches & Concepts

3.7

Storyboard Sketch & Concept

3.8

Project Book FC & Dividers

The project book brings everything for the campaign together as a presentation. The look and the feel of the project book is consistent with that of the campaign and the brand.

Below are concept sketches for the front cover of the book and the section dividers.

3.9

4.0 Graphic Standards

C = 0 R = 204M = 100 G = 32Y = 89 B = 50K = 0

C = 50 R = 56M = 70 G = 39Y = 80 B = 27K = 70

C = 0 R = 0M = 0 G = 0Y = 0 B = 0K = 100

C = 71 R = 62M = 47 G = 73Y = 97 B = 39K = 50

Gifts ForTeaching

Gifts ForTeaching

Gifts ForTeaching

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Logo Specifics

The logo is very important to the face of the brand, to make sure it keeps it’s integrity certain things must be adhered to when it comes to this mark. This logo will be used in print ads, posters, and website.

The visual identity of GFT’s logo represents the personality, culture and goals of the orga-nization.

Logo ColorsThe logo graphic may only be produced using red for the heart (#cc2032), brown for the stem (#38271b), green for the inside of the leaves (#3e4927), and black for the stroke around heart, stem, and tips of leaves (#000000). The logo is comprised of colaborate bold 40 pt. font. The color of the text should be black, however it can be altered for legibility on darker backgrounds. The logo may be used in black and reversed out in white.

4.1

G

G

GG

.5

.5

.5

.5

Gifts ForTeaching

PlacementThe logo should be placed clearly on all visual pieces. Placement should be 1” from bottom of posters and centered. The logo placement for the website should placed in the upper left hand corner of the header 1.375” from the edge of header, and 3.75” from top and bottom of header. Placement for magazine ads should be .5” from gutter and edges, it should be placed on the lower left hand corner.

With larger medium , use the scale below to determine logo allowance.

Logo Specifics

4.2

Gifts ForTeaching

Gifts ForTeaching

Gifts For

Teaching

Gifts ForTeaching

Unacceptable Logo Usage

Do not stretch the logo

Do not stack the logo

Do not skew logo

Never place logo on red background

Logo Specifics

4.3

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Gifts ForTeaching

Gifts ForTeaching

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Do not place logo on busy backgrounds.

Logo Specifics

Acceptable BackgroundsThe Logo may be placed on solid backgrounds as long as it does not cause the logo to be-come illegible.

4.4

Color Palette

The colors in the palette need to be used as a guide when choosing colors for the GFT “We Dreamed It. Disney Built It!” marketing, advertising, and Web.

C 82 M 52Y 85K 69

C 100M 96Y 8K 6

C 0M 100Y 89K 0

R 33G 49B 31

R 48G 54

B 129

R 204G 32B 50

C 0 M 20Y 86K 0

C 4 M 6Y 44K 0

C 48 M 71Y 78K 66

R 242G 203B 75

R 242G 229B 162

R 63G 43B 32

Pantone5605 c

Pantone123 c

Pantone2756 c

Pantone1205 c

Pantone032 c

Pantone476 c

4.5

Type Fonts

The following fonts must be used throughout the GFT campaign.

Colaborate Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789 !@#$%^&*()

Colaborate Regular



123456789 !@#$%^&*()

Colaborate Light



123456789 !@#$%^&*()

Comic Sans MS abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTU-VWXYZ123456789 !@#$%^&*()

Comic Sans MS abcdefghijklmnopqrstuvwxyzA B C D E F G H I J K L M N O P Q R S T U -VWXYZ123456789 !@#$%^&*()

Comic Sans MS abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTU-VWXYZ123456789 !@#$%^&*()

Comic Sans MS BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTU-VWXYZ123456789 !@#$%^&*()

Delicious Bold



123456789 !@#$%^&*()

Chalkdusterabcdefghijklmnopqrstu-vwxyzABCDEFGHIJKLMNOPQRSTU-VWXYZ123456789 !@#$%^&*()

Waltograph UiabcdefghijklmnopqrstU-vWxyz123456789 !@#$%^&*()

4.6

Word Usage & Tagline

PositioningThe tagline is used for the headline for all print material and for the Web banner.The tagline is never used along with the header. The tagline should always have the exclama-tion point at the end that is created using the capital “I” of the font that is being used and a Mickey Mouse head for the dot of the exclamation point.

We Dreamed It. Disney Built It

Core Message:• We Dreamed It. Disney Built It! Building a business office as an extension to the AGFT store

• The purpose is to get Disney to provide the seed money to create a business office inside the AGFT store for teachers. Teachers need more and more help each year due to budget cuts. Providing a business office for them will help them tremendously.

4.7

Print Logo Placement

For all print ads including and not limited to, posters, magazine ads, billboards, and flyers. The guidelines outlined in this section must be followed to make sure that the GFT brand stays unified and effective.

The logo must be placed in the center at the bottom of the posters, for all other printed ma-terials it must be placed in the bottom left hand side .5” away from all edges and text.

4.8


Magazine AdThe logo must be placed in the center at the bottom of the posters, for all other printed materials it must be placed in the bottom left hand side .5” away from all edges and text.

4.9


BillboardThe logo must be placed in the center at the bottom of the posters, for all other printed ma-terials it must be placed in the bottom left hand side .5” away from all edges and text.

4.10

Print Color Palette

The colors in the palette need to be used as a guide when choosing colors for the GFT “We Dreamed It. Disney Built It!” marketing, advertising and Web.

C 82 M 52Y 85K 69

C 100M 96Y 8K 6

C 0M 100Y 89K 0

R 33G 49B 31

R 48G 54

B 129

R 204G 32B 50

C 0 M 20Y 86K 0

C 4 M 6Y 44K 0

C 48 M 71Y 78K 66

R 242G 203B 75

R 242G 229B 162

R 63G 43B 32

Pantone5605 c

Pantone123 c

Pantone2756 c

Pantone1205 c

Pantone032 c

Pantone476 c

4.11

Print Graphic Elements

Below are the graphic elements that are allowed for print or web applications.

4.12

Print Imagery

Photographs should be stylistically similar to the ones below. Any images used should in-clude teachers with students. The theme of any image should be school related They should always be 300 dpi in all print material, size will depend on the content of the printed mate-rial. They should also be CMYK without any treatments. Drop shadows are allowed.

4.13

Print Textures

The textures below are to be used for print or web applications. Any other texture must be approved by GFT first. This is to allow that uniformity stays consistent for all print and web applications.

4.14

Tagline - Chalkduster

Font Size 18 pt. and 12 pt. Leading 10 pt. Kerning 0 pt. Tracking -25 pt.

Body Copy - Chalkduster

Font Size 14 pt. Leading 9 pt. Kerning 0 pt. Tracking -25 pt.

Call To Action - Chalkduster


Testimonial - Chalkduster


Tagline - Delicious Heavy

Font Size 24 pt. and 18 pt. Leading 10 pt. and 13 pt. Kerning 0 pt. and Optical Tracking -10 pt. and -25 pt.

Body Copy - Delicious Heavy

Font Size 36 pt. Leading 20.83 pt. Kerning 0 pt. Tracking -10 pt.

Call To Action - Delicious Heavy

Font Size 23.2 pt. Leading 8.7 pt. Kerning 0 pt. Tracking -25 pt.

Testimonial - Delicious Heavy

Font Size 14 pt. Leading Auto Kerning 0 pt. Tracking -25 pt.

Print Type Fonts

GFT uses to different main fonts for it’s printed material Delicious and Chalkduster. The following describes how it should be used in all printed material. Scale and visual factors should be considered when using the font as well.

4.15

Gifts ForTeaching

Interactive Logo Placement

The GFT logo is to be used for the website. Placement of the logo is to be in the top let hand side of the website header of all web pages.

Logo size for website is

W = 3.5 H = 1.75

4.16

Interactive Color Palette

The colors in the palette need to be used as a guide when choosing colors for the GFT “We Dreamed It. Disney Built It!” marketing, advertising and Web.

C 82 M 52Y 85K 69

C 100M 96Y 8K 6

C 0M 100Y 89K 0

R 33G 49B 31

R 48G 54

B 129

R 204G 32B 50

C 0 M 20Y 86K 0

C 4 M 6Y 44K 0

C 48 M 71Y 78K 66

R 242G 203B 75

R 242G 229B 162

R 63G 43B 32

Pantone5605 c

Pantone123 c

Pantone2756 c

Pantone1205 c

Pantone032 c

Pantone476 c

4.17

Chalkboard Text - Chalkduster

Font Size 24 pt. and 18 pt. Leading 10 pt. and 13 pt. Kerning 0 pt. and Optical Tracking -10 pt. and -25 pt.

Banner Text - Chalkduster

Font Size 36 pt. Leading 20.83 pt. Kerning 0 pt. Tracking -10 pt.

Post It Text - Colaborate-Bold

Font Size 23.2 pt. Leading 8.7 pt. Kerning 0 pt. Tracking -25 pt.

Heart Text - Colaborate-Bold

Font Size 14 pt. Leading Auto Kerning 0 pt. Tracking -25 pt.

Header Text - Colaborate-Bold

Font Size 18 pt. and 12 pt. Leading 10 pt. Kerning 0 pt. Tracking -25 pt.

Footer Text - Colaborate-Bold


Navigation Text - Colaborate-Bold


Body Copy - Colaborate-Bold


Interactive Type Fonts

The GFT website uses the typefaces that were laid out in section 1 and 2 of this style guide. The text color for the above text is Green RGB 33 49 31 except for the Donate Now button the text color should be Red RGB 204 32 50. All text except for the Mission Statement and the Web Banner is Colaborate bold. Sizes for the text are as follows:

4.18

Interactive Imagery

The AGFT website is an important asset because it facilitates the overall goal and mission of the organization. The imagery must stay consistent through out the website to match the overall images used for the brand throughout this style guide.

4.19

Website Specifics

The website specifications below must be followed to ensure that the consistency of each page stays the same throughout the site. The colors and all images for the site must be in RGB for color and at 72 dpi for all images and graphics used. Any images and or graphics must be approved before use if they are different then what has been presented thus far in this style guide.

Web Site Dimensions

Header

Navigation Bar

Main Body

Footer

W = 1024 H = 768

W = 860 H = 170

W = 860 H = 34

W = 846 H = 296

W = 846 H = 94

4.20

Website Banner

The web Banner is an important asset to the Website it holds the tagline for the campaign. The Web Banner is animated and created in Flash and is placed under the main content area of the homepage.

Web Banner: W=830 H=90

4.21

5.0 Final Designs

Gifts ForTeaching

Gifts ForTeaching

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GFT Logo

The logo is a very important element to the brand, it’s the brands identity. The logo below was created to combine both AGFT and Disney together for this campaign. The logo does not infringe upon the indentities of either company, but brings them together as a partnership for the campaign. This logo stands on it’s own without the brand losing it’s identity.

5.1

Posters

The posters bring awareness to the demographic by the ability for them to be placed in a wide variety of locations through out the area. The poster can be placed in store windows like the ones provided below.

5.2

Posters

The posters below can be created large enough to be hung on bus and train displays to bring further awareness to the demographic about the campaign.

5.3

Magazine Ad

The magazine ad that was created below needed to grab the attention of the viewer as well as tie into the other elements of the campaign. Body copy is very limited with a call to action. This media can be placed in local magazine as well as magazine’s that teacher’s subscribe to.

5.4

Billboard

The billboard can be placed along major highways in the surrounding area to bring aware-ness of the campaign to the demographic. The billboard is consistent with the magazine ad, it needs to be attention grabbing and make it’s statement without having to much for the viewer to read.

5.5

Web Pages

The website is essential for the non-profit organization AGFT it is their most important assest. The website provides all the information about the organization and their partners within the community. 2 web pages were created for this campaign only, AGFT has a bril-liant site the only component that were lacking was a page for the business office. To give the campaign it’s own feel I created a homepage and the business office page. I wanted to stay consistent with non-profit brand as well create something new for their ever changing site. These examples will be created for the site on launch of the campaign.

5.6

Web Banner

The web banner below is animated, the text will write itself out and erase. This animation will loop. The banner is an important element to the home page of the website because it shows the union of Disney and AGFT as partners for this campaign and strengthens both brands. The web banner will take the viewer to the 3-D virtual tour if clicked on.

5.7

Additional Media

The t-shirts can be used to generate money to help fund AGFT stores and business office. The could be sold at the Disney parks with part of the profit going to Disney.

5.8

Additional Media

The hats, keychain, and cups can be used to generate money to help fund AGFT stores and business office. They could be sold at the Disney parks with part of the profit going to Dis-ney.

5.9

Gifts ForTeaching

Gifts ForTeaching

Designed By: Liz J. Haluta409 S. 5th St. P.O. Box 78Kirkland, IL. [email protected]

Presentation of Design Solution Instructor: Howard YorkFull Sail University

Documents

Project Book