TransPort Overview When addressing the marketing needs of

Transcription

1 TransPort Overview When addressing the marketing needs of TransPort, we think it is important to look well into the future and far beyond our borders in order to develop a campaign with long range, universal appeal one that translates across the globe and helps Cushman & Wakefield educate their global alliance network, as well as communicate our vision to the potential end user audience. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 1

2 1. New identity/positioning Designed to appeal to a larger business audience (transportation related users too limiting). The type treatment is modern and timeless -- and by keeping the type the same font and color for the entire word, TransPort becomes an idea, rather than just a destination. The distinctive logo can be used independently (think Nike swoosh) and the tagline adds a level of marketing communications that can be expanded upon. The selected identity has been put to the test -- it works small (business card), large (outdoor signage), in color (collateral), and B&W (Wall Street Journal ads...) Timing: all logo art applications to be completed by Dec 1 2. Formal announcement As per C&W s Exhibit B, there is a need to create buzz both internally and externally. We would create an announcement that could be adapted for different uses (C&W worldwide offices, Denver area companies...) that would have direct links back to the C&W team. We are also suggesting one large announcement print ad (e.g.: full page DBJ) that would inform the general business community -- it too would have additional usage as a direct mail piece (C&W would mail with customized letters to brokers/prospects/etc with TransPort designed letterhead/envelope. Timing: C&W internal announcement (December 2006) External and print ad ( January 2007) TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 2

3 3. Informational materials We are recommending two sets of informational materials (interim brochure for immediate needs), as well as more permanent marketing materials (long-tern web solution after the competitive review is completed -- may lead us to segment website in a different way). Regardless of use, all materials would be designed to present our story in a well thought out, easy to understand format and in a manner consistent with The Schuck Corporation standards. The clean, modern approach of the new identity would set the tone for every aspect of the campaign -- right down to the fax form. Timing: Immediate Needs Interim brochure (completed by January 31, 2007) PowerPoint Presentation (completed by January 31, 2007) Timing: Long Term Needs Final Website (complete by May 1) Final Brochure (complete by May 1) 4. On-Going Campaign After the production of the final website and brochure, we would create a multi-faceted campaign that would drive traffic to the website and requests for further information. The proper mix and media schedule will be determined at a later date -- we see blasts, announcement ads, a printed newsletter, etc. that all serve to further inform both the brokerage and prospect communities as to the viability and success of TransPort. In addition, we would assist in the design of a sales center (at C&W office or on-site at TransPort), with the design and production of one-off presentations for large users (IKEA, Wal-Mart...), presentation materials for trade shows (in addition to the PowerPoint presentation), targeted mailers/ s as per C&W s instructions,invitations to events (Grand Opening...), and any other marketing avenues deemed appropriate. Timing: February to December 2007 TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 3

4 New identity/positioning The tagline is a key part of the messaging for TransPort as it works on two levels. First and foremost, it literally describes that TransPort is reached by all means of intermodal transportation. Secondly, the tagline is a marketing campaign unto itself, a positive statement about the project: By all means your company should locate at TransPort... TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 4

5 1. New identity/positioning Careful coinsideration was given every aspect of the word TransPort * It best conveys its meaning in one typeface in one color * It is most easily readable with a cap P * The design of the letter forms were customized for a distinctive look (curved cap P and small a reminicent of highway cloverleaf) * The entire presentation must be modern and timeless * It must also translate around the globe * Our custom type treatment has a complementary available font (Arial) for use on PC s and applications like MS Word, PowerPoint... TransPort TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 5

6 New identity/positioning The main logo is business like -- steel grey and bronze/gold metallic -- the intersection of which creates the type color Alternative color schemes would be utilized to distinguish sections of the property and potential end users (light manufacturing, office park, retail...) The final color variations are yet to be determined, but the logo is substantial and impressive even in B&W. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 6

7 New identity/positioning New identity works small & large John H. Lyda Vice President of Development 2 N Cascade Ave Ste 1280 Colorado Springs, CO jlyda@transportcolorado.com Actual size Business Card 20 acre site available A Development of The Schuck Corporation Site signage selling individual parcels TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 7

8 Formal Announcement: C&W Immediate Blast This a schematic storyboard of an animated announcement. Copy to come Denver Colorado Intermodal Facility Denver Colorado Intermodal Facility A Development of The Schuck Corporation 5 6 Denver Colorado Intermodal Facility A Development of The Schuck Corporation Denver Colorado Intermodal Facility A Development of The Schuck Corporation Exclusive Agent: Cushman & Wakefield 7 8 Exclusive Agent: Cushman & Wakefield Learn more TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 8

9 Formal Announcement: Advertising The advertising will take many many forms. large and small local and global full-color and one-color The world just got smaller. By AIR By SEA Cape Town 24 hours Days London 11 hours Days Hong Kong 16 hours Days Singapore 18 hours Days 1 Day 2 Days 3 Days 4 Days 5 Days Stockholm 00 hours Days Sydney 17 hours Days Tokyo 13 hours 9-14 Days To do et, velis deliquat accum qua tismod mo dolut nostrud modo lutatin essim del utpat vele ndre dolore dionsent euguerc iliquate vel ullaore facidunt nibh ent amet esecte eugiat augait alit Wismod molor sim dolob oreet nit loreet dolorem veleniam, sim dolor ilit iliquat in hen dre vel dolobor adionullaore T H E S C H U C K C O R P O R A T I O N Broker Namegoeshere, Another Broker Name, transport@cushwake.com TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 9

10 Informational Materials: PowerPoint Template The Transport Story Location Intermodal Facility The Land Plan Demographics Development Philosophy TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 10

11 Informational Materials: Website We plan to rollout the website in two phases: for immediate needs, we ll host a few key pages. Over time we ll add pages based on the survey results, for example. The web home page for TransPort will be a critical gateway to information about the project for many of your key constituents. A clean, easy-to-navigate presentation will succeed best considering the worldwide audience. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 11

12 Informational Materials: Interim Brochure The immediate need for a marketing piece for a limited distribution might be best accommodated by a deluxe binder capable of holding inexpensive, on-demand, digitally printed materials. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 12

13 Informational Materials: Final Brochure The final printed brochure will be an extremely high quality printed promotion that will appeal to the corporate decision maker worldwide. Best-in-class paper, photos, and printing. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 13

14 On-going Marketing On the web, in the mail, and in the media. Targeted and frequent wherever possible. We are pleased to announce that WalMart has selected a 50 acre site for their new distribution center Newsletter To do et, velis deliquat accum qua tismod mo dolut nostrud modo lutatin essim del utpat vele ndre dolore dionsent euguerc iliquate vel ullaore facidunt nibh ent amet esecte eugiat augait alit Wismod molor sim dolob oreet nit loreet dolorem veleniam, sim dolor ilit iliquat in hen dre vel dolobor adionullaore WalMart Breaks Ground Vullaorper sumsan enim am quis del utpat laore mod tatet utem iriure velesectem inci blandit vero dolenim dionsecte etum quam vel ipit augueril dolor iliquip summodo lobore te dit iuscidui exero ea accum vel duisl et luptat lor secte te ero odignibh et alis eumsan et vel dunt wis nibh enim aut veros do cor aci esed magniat nulputetue minim dignibh eu feugiamet vullum iure modiam quat. Non hent lutpat, sectem augait alis alit, commodolore commy nullaorer in eum duismolum velessi bla facil eugiam, susto diam do core magnit inim vendip exercil er sum dolor aliquam, sent dolore ming et nit nim in henim do doloboreet laore cor si et lobor alit, volorem dolorpe rostrud te cor autem dolore tatum volenibh erat. Idunt wis nulputatet, consectet la augait, Vullaorper sumsan enim am quis del utpat laore mod tatet utem iriure velesectem inci blandit vero dolenim dionsecte etum quam vel ipit augueril dolor iliquip summodo lobore te dit iuscidui exero ea accum vel duisl et luptat lor secte te ero odignibh et alis eumsan et vel dunt wis nibh enim aut veros do cor aci esed magniat nulputetue minim dignibh eu feugiamet vullum iure modiam quat. Non hent lutpat, sectem augait alis alit, commodolore commy nullaorer in eum duismolum velessi bla facil eugiam, susto diam do core magnit inim vendip exercil er sum dolor aliquam, sent dolore ming et nit nim in henim do doloboreet laore cor si et lobor alit, volorem dolorpe rostrud te cor autem dolore tatum volenibh erat. Idunt wis nulputatet, consectet la augait, TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 14

15 Events Just think of the possibilities... Transformit Designs has a stretch spandex product that would be perfect for TransPort. Here are two examples of the material being used by Cessna Airplane at a press event. TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 15

16 TransPort Presentation 4.0 November 10, 2006 Booms Creative Inc., Ross Culbert & Lavery, Inc. 16