Logo/Identity
Corporate Branding
Marketing
Exhibition
Packaging
Advertising
Identity System
-Letterhead
-Business Card
-Envelope
Direct Mailers
Post Cards
Brochures
Newsletters
e-Newsletters
Website Development
Blogs
Wayfinding Systems/ Environmental Design
Saturday, December 12, 2009
Tuesday, December 8, 2009
MARKETING PLAN
Hey everyone, please look this over and feel free to add anything.
We can finalize it when we proofread the presentation material.
Thanks!, Kate
Executive Summary
Ascend Inc. is a design firm located in New York City. They specialize in destination branding catering to the greater NYC area where the firm is stationed, also including cities and countries around the world. Projected profits encompass existing travel, hospitality and tourism clientele who seek a greater outreach. Ascend Inc. is committed to engaging travel businesses in attaining more clientele themselves while retaining a fresh image. According to our financial plan, we project to make profits by year three.
Brand Name & Service Positioning
(The one slogan or sentence the company is known)
Ascend Inc. “Let your business take off”
Situational Analysis
SWOT
Segmentation & Target Market
(What the need is)
*see target market 10.25.09
Objectives & Goals
Marketing Tactics
*see Promotion
Implementation Plan & Action plan
Budget (Financial plans: include projections and historical data)
*see Financial info
Market Analysis (include industry analysis, target market and competition)
Our target market: Ascend Inc. proposes to design solutions within the travel, tourism and hospitality industries. We will utilize corporate identity, marketing, advertising, packaging, and exhibition design.
Through promotion and advertising, we will target customers in the NYC area. We also take clients from around the world as our team is well traveled and is able to meet with clients outside the NYC area. Ascend Inc. is unique given its team, its varied backgrounds and expansive knowledge of the travel and hospitality industry. Within Ascend, we speak numerous languages and therefore out win similar firms within the NYC area that do not have the vast language proficiency.
Service Analysis
Ascend Inc represent clients in three main areas of branding: those who need an identity, those that are interested in re-branding and keeping their image current, and those that would like it to improve.
•Efforts directed at several highly defined groups of prospects.
•Maintaining close contact with customers and prospects with known buying preferences, habits and activities.
Invest in test market analysis through a specialty firm.
Image marketing
Niche marketing
Relationship marketing
Lifestyle marketing
Target marketing
Marketing Goals
*See data for Market Research
Marketing Message
From 10.25.09
Revised Target Market
* Groups that do not have strong identities
* Countries that do not have a well defined or strong tourism board. They may need help enticing people to visit their countries.
* Hotels within these countries that want a more luxurious, funky, fresh, etc. look
* Transportation such as planes, cruise ships, or buses
* Travel agencies - online such as Expedia, or local groups
Refined Target Market, as agreed upon last meeting (Oct. 27)
Organizations within the travel, tourism, hospitality industries, and destinations that
1) Do not have a brand identity
2) Have an existing brand identity that is weak or ineffective (bad)
3) Require design executions that further complement/supplement an existing strong identity.
Ascend, Inc. has the capacity to:
1) Create a brand identity for the organization, which will be
2) Strong, memorable, and impactful
3) Representing the value of the organization in all its possible executions
7 P’s
-Price: What we charge our customers.
Our hourly rate is $100/hour. Once we figured our costs, we rounded up to get our hourly rate to in order to stay competitive in the market.
-Place: Where and how a service of product is sold or offered (Another way of saying distribution)
Ascend is based in NYC and this is where most of the work is completed. When the opportunity arises, we can travel to clients who don’t live in the area, or live out of state or country. We try to utilize video conferencing when possible but if the client meetings are not in the NYC office, the client pays for Ascends travel expenses. The costs are figured into the estimates from the start.
-Promotion: Advertising & Promotion, PR, direct marketing, word of mouth, websites, and any and every way to get noticed.
*see Promotion
-Product: What we sell - the goods, the services and everything in between (be aware that there are very few products that are purely goods or purely service). Here we need to consider everything that makes up our product or product range, from the core benefits to the add-ons and variations.
Ascend offers corporate solutions in the travel and hospitality industries. Our firm is focusing on encouraging people and companies to travel. We create guidebooks, brochures, travel campaigns and promotion ads for hotels, destinations and resorts.
-People: Everybody involved in transactions - principally, the customers and the front-line staff. Particularly important for services, e.g., the quality of a haircut (as a service) is determined largely by the person doing the cutting.
Ascend consists of an Executive Creative Director who is responsible for leading creative strategies and vision for client accounts. The Executive Creative Director is responsible for the operations and execution of the Creative Department, while overseeing development of Creative Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all designers, and for leading the department to creative solutions that fulfill client objectives and Company creative vision. The Executive Creative Director will facilitate working groups through strong interpersonal, monitoring, and team-building skills. Alongside is the Executive Creative for Marketing, who is responsible for leading marketing strategy and vision on client accounts for our firm. The Executive Creative Marketing is responsible for the operations and execution of the Marketing Department, while overseeing development of Marketing Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all sales staff. We have a Graphic Designer responsible for coming up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem. The designer should use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. The designer needs to confer with clients to discuss and determine layout design, so they can clearly prepare notes and instructions for workers who assemble and prepare final layouts for printing. The main goal is to always create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts.
Then we have a Strategic Sales person responsible for convincing others to buy services and otherwise change their minds or actions. The individual must strategically through observing, receiving, and obtaining information from all relevant sources. The individual needs to communicate with people outside the organization, representing the organization to customers, the public, government, and other external sources. The information can be exchanged in person, in writing, or by telephone or e-mail. The Administrator is responsible for clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology. Individual needs to have principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction. And finally, the Intern who is responsible for supporting the individuals that are in their department.
Our clients range from the travel, tourism and hospitality industries, such as airlines hotels and resorts. They come to us for corporate branding, elevating their already existing campaigns or volumizing campaigns that need reenergizing.
-Physical Evidence: The napkins at the restaurant table, the reports consultants provide and the uniforms of the airplane flight attendants all give us clues about the service we are consuming. The bits of “evidence” that we give a customer help overcome the intangible nature of services and give them a true appreciation of the value of the service being provided.
When initially meeting with clients, we leave them with a brochure of our services to remind them who we are and what we can do for them. They can use this to compare if they are getting a few estimates. In addition, we to also give an estimate of our potential services for the job they need completed. This clearly defines the work we will do and what it will cost them. Our prices are in the competitive market range, which they can see when comparing estimates. The contract proposal clarifies any questions the client may have about services rendered.
-Process: The processes used to make and deliver a product. Again, particularly important for services where the product is produced and consumed at the same time
Our design process is the same for each client. We first research and find out about the client and their business needs. We look at their competition and what can make them stand out in their market. After the initial research, we organize the findings and present it to the client for their approval. We add and update this research in a second meeting. After that, we define all elements that can be utilized for the client to reach their goal. Along with this, we show one to three design directions we think would work. Once the client has decided on a direction, Ascend generates the necessary information into a more completed design. After the clients signs off and gives the go ahead, we finalize all aspects. Execution and delivery are the final step.
We can finalize it when we proofread the presentation material.
Thanks!, Kate
Executive Summary
Ascend Inc. is a design firm located in New York City. They specialize in destination branding catering to the greater NYC area where the firm is stationed, also including cities and countries around the world. Projected profits encompass existing travel, hospitality and tourism clientele who seek a greater outreach. Ascend Inc. is committed to engaging travel businesses in attaining more clientele themselves while retaining a fresh image. According to our financial plan, we project to make profits by year three.
Brand Name & Service Positioning
(The one slogan or sentence the company is known)
Ascend Inc. “Let your business take off”
Situational Analysis
SWOT
Segmentation & Target Market
(What the need is)
*see target market 10.25.09
Objectives & Goals
Marketing Tactics
*see Promotion
Implementation Plan & Action plan
Budget (Financial plans: include projections and historical data)
*see Financial info
Market Analysis (include industry analysis, target market and competition)
Our target market: Ascend Inc. proposes to design solutions within the travel, tourism and hospitality industries. We will utilize corporate identity, marketing, advertising, packaging, and exhibition design.
Through promotion and advertising, we will target customers in the NYC area. We also take clients from around the world as our team is well traveled and is able to meet with clients outside the NYC area. Ascend Inc. is unique given its team, its varied backgrounds and expansive knowledge of the travel and hospitality industry. Within Ascend, we speak numerous languages and therefore out win similar firms within the NYC area that do not have the vast language proficiency.
Service Analysis
Ascend Inc represent clients in three main areas of branding: those who need an identity, those that are interested in re-branding and keeping their image current, and those that would like it to improve.
•Efforts directed at several highly defined groups of prospects.
•Maintaining close contact with customers and prospects with known buying preferences, habits and activities.
Invest in test market analysis through a specialty firm.
Image marketing
Niche marketing
Relationship marketing
Lifestyle marketing
Target marketing
Marketing Goals
*See data for Market Research
Marketing Message
From 10.25.09
Revised Target Market
* Groups that do not have strong identities
* Countries that do not have a well defined or strong tourism board. They may need help enticing people to visit their countries.
* Hotels within these countries that want a more luxurious, funky, fresh, etc. look
* Transportation such as planes, cruise ships, or buses
* Travel agencies - online such as Expedia, or local groups
Refined Target Market, as agreed upon last meeting (Oct. 27)
Organizations within the travel, tourism, hospitality industries, and destinations that
1) Do not have a brand identity
2) Have an existing brand identity that is weak or ineffective (bad)
3) Require design executions that further complement/supplement an existing strong identity.
Ascend, Inc. has the capacity to:
1) Create a brand identity for the organization, which will be
2) Strong, memorable, and impactful
3) Representing the value of the organization in all its possible executions
7 P’s
-Price: What we charge our customers.
Our hourly rate is $100/hour. Once we figured our costs, we rounded up to get our hourly rate to in order to stay competitive in the market.
-Place: Where and how a service of product is sold or offered (Another way of saying distribution)
Ascend is based in NYC and this is where most of the work is completed. When the opportunity arises, we can travel to clients who don’t live in the area, or live out of state or country. We try to utilize video conferencing when possible but if the client meetings are not in the NYC office, the client pays for Ascends travel expenses. The costs are figured into the estimates from the start.
-Promotion: Advertising & Promotion, PR, direct marketing, word of mouth, websites, and any and every way to get noticed.
*see Promotion
-Product: What we sell - the goods, the services and everything in between (be aware that there are very few products that are purely goods or purely service). Here we need to consider everything that makes up our product or product range, from the core benefits to the add-ons and variations.
Ascend offers corporate solutions in the travel and hospitality industries. Our firm is focusing on encouraging people and companies to travel. We create guidebooks, brochures, travel campaigns and promotion ads for hotels, destinations and resorts.
-People: Everybody involved in transactions - principally, the customers and the front-line staff. Particularly important for services, e.g., the quality of a haircut (as a service) is determined largely by the person doing the cutting.
Ascend consists of an Executive Creative Director who is responsible for leading creative strategies and vision for client accounts. The Executive Creative Director is responsible for the operations and execution of the Creative Department, while overseeing development of Creative Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all designers, and for leading the department to creative solutions that fulfill client objectives and Company creative vision. The Executive Creative Director will facilitate working groups through strong interpersonal, monitoring, and team-building skills. Alongside is the Executive Creative for Marketing, who is responsible for leading marketing strategy and vision on client accounts for our firm. The Executive Creative Marketing is responsible for the operations and execution of the Marketing Department, while overseeing development of Marketing Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all sales staff. We have a Graphic Designer responsible for coming up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem. The designer should use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. The designer needs to confer with clients to discuss and determine layout design, so they can clearly prepare notes and instructions for workers who assemble and prepare final layouts for printing. The main goal is to always create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts.
Then we have a Strategic Sales person responsible for convincing others to buy services and otherwise change their minds or actions. The individual must strategically through observing, receiving, and obtaining information from all relevant sources. The individual needs to communicate with people outside the organization, representing the organization to customers, the public, government, and other external sources. The information can be exchanged in person, in writing, or by telephone or e-mail. The Administrator is responsible for clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology. Individual needs to have principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction. And finally, the Intern who is responsible for supporting the individuals that are in their department.
Our clients range from the travel, tourism and hospitality industries, such as airlines hotels and resorts. They come to us for corporate branding, elevating their already existing campaigns or volumizing campaigns that need reenergizing.
-Physical Evidence: The napkins at the restaurant table, the reports consultants provide and the uniforms of the airplane flight attendants all give us clues about the service we are consuming. The bits of “evidence” that we give a customer help overcome the intangible nature of services and give them a true appreciation of the value of the service being provided.
When initially meeting with clients, we leave them with a brochure of our services to remind them who we are and what we can do for them. They can use this to compare if they are getting a few estimates. In addition, we to also give an estimate of our potential services for the job they need completed. This clearly defines the work we will do and what it will cost them. Our prices are in the competitive market range, which they can see when comparing estimates. The contract proposal clarifies any questions the client may have about services rendered.
-Process: The processes used to make and deliver a product. Again, particularly important for services where the product is produced and consumed at the same time
Our design process is the same for each client. We first research and find out about the client and their business needs. We look at their competition and what can make them stand out in their market. After the initial research, we organize the findings and present it to the client for their approval. We add and update this research in a second meeting. After that, we define all elements that can be utilized for the client to reach their goal. Along with this, we show one to three design directions we think would work. Once the client has decided on a direction, Ascend generates the necessary information into a more completed design. After the clients signs off and gives the go ahead, we finalize all aspects. Execution and delivery are the final step.
Saturday, December 5, 2009
Friday, December 4, 2009
ASCEND INC. DESIGN AGREEMENT
JOB #:
THIS AGREEMENT is made this <
Contact Name ________________________________________
Phone _____________________ FAX_____________________
Company/Client ______________________________________
Address ____________________________________________
City ____________________ State ____ ZIP ____ Country ___
E-mail address _______________________________________
Terms and Agreements
In consideration of the mutual covenants set forth in this Agreement, Customer and Designers hereby agree as follows:
1. Description of the Project (“Specifications”).
Designers agree to develop the Project according to the terms listed on Exhibit B attached here to.
2. Additional Editing and Changes.
Any requested changes to the Specifications shall constitute additional editing and incur additional charges or fees. Additional charges for editing and changes shall be billed at <
3. Delivery of Project.
Designers will use all reasonable efforts in the development of the Project and endeavor to complete and deliver to Customer all files, media and materials related to the Project no later than <
3.1 Proofs.
Proofs will be presented for Customer approval at each stage of development. If revisions are required, a request must be made when proofs are returned to Designers. Two (2) rounds of edits, based upon Customer’s feedback will constitute acceptable delivery unless otherwise agreed upon in writing by both Designers and Customer. The total number of Proofs provided to Customer shall number <<>> unless otherwise determined in the Specifications.
3.2 Reproduction of Project. (Check all that apply)
Upon successful completion of all compensation terms and outstanding balances owed to Designers.
__ Customer is granted full and unlimited reproduction rights to the Project.
__ Customer is granted a one-time, limited use reproduction right for the Project in exchange for the compensation paid to Designers. The Project shall not be reproduced in any format without the written consent of Designers.
__ Designers retain the right to reproduce the Project in any form for marketing, future publications, competitions or other promotional uses. Designers shall at no time reproduce the Project for use in commercial means or for-profit use.
4. Ownership of Artwork and Source Files.
Except for Customer’s Proprietary Material (defined below) contained in the Project, Designers shall hold all right, title, and interest in all original artwork, whether in draft, mock-up, concept or final development for the Project. Specifically, but without limitation, Designers shall hold all right, title, and interest in and to (1) all text, graphics or digital components of the Project (the “Content”), (2) all layouts, logos, structures or arrangements or other components of any materials presented to Customer that comprises the Project, (3) all literal and nonliteral expressions of ideas that operate, cause, create, direct, manipulate, access, or otherwise affect the Content, and (4) all copyrights, patents, trade secrets, and other intellectual or industrial property rights in the Project or any component or characteristic thereof. Customer shall not do anything that may infringe upon or in any way undermine Designers’ right, title, and interest in the Project, as described in this Paragraph 4. Notwithstanding the above, Customer shall retain and, Designers shall have no proprietary rights whatsoever in all of Customer’s intellectual property rights in any and all text, images or other components and/or materials owned by Customer, or which Customer has the legal right to use, that are delivered to Designers, including but not limited to software, related documentation, Customer marketing material, logos, and tag lines (“Customer’s Proprietary Material”). Designers agree that they shall not use Customer’s Proprietary Material for any other purpose than those expressly set forth in this Agreement.
5. Compensation.
In return for the Projects that are completed and delivered under this Agreement and Exhibit B, Customer shall compensate Designers, pursuant to the terms of Exhibit A attached hereto. In the event Customer fails to make any of the payments referenced in Exhibit A by the deadline set forth in Exhibit A, Designers have the right, but are not obligated, to pursue any or all of the following remedies: (1) terminate the Agreement, (2) withhold all files, artwork, source, commitments or any other service to be performed by Designers for Customer, (3) bring legal action. Customer is fully responsible for all material costs as outlined in Exhibit A, and accepts responsibility for all additional material costs that Designers may incur in the development of this Project.
6. Confidentiality.
Customer and Designers acknowledge and agree that the Specifications and all other documents and information related to the development of the Project, excluding however, Customer’s Proprietary Material, (the “Confidential Information”) will constitute valuable trade secrets of Designers. Customer shall keep the Confidential Information in confidence and shall not, at any time during or after the term of this Agreement, without Designers’ prior written consent, disclose or otherwise make available to anyone, either directly or indirectly, all or any part of the Confidential Information.
7. Limited Warranty and Limitation on Damages.
Designers warrant the Project will conform to the Specifications. If the Project does not conform to the Specifications, Designers shall be responsible for the timely correction of the Project, at Designers’ sole expense and without charge to Customer, to bring the Project into conformance with the Specifications.
This warranty shall be the exclusive warranty available to Customer. Customer waives any other warranty, express or implied. Customer acknowledges that Designers are not responsible for the results obtained by Customer’s use of any part of the Project. Customer acknowledges that Designers are not responsible for fixing any problems, errors or omissions on the Project, once mass produced or after Customer has tested, proofed and approved the Project (“Sign off”) in writing. Except as otherwise expressly stated herein, Customer waives any claim for damages, direct or indirect, and agrees that its sole and exclusive remedy for damages (either in contract or tort) is the return of the consideration paid to Designers as set forth in Exhibit A attached hereto. This limited warranty shall become void and expire 30 days after Sign off has been obtained by Designers from Customer, or 30 days after the mass-production of the Project in any format.
8. Independent Contractor.
Designers are retained as independent contractors. Designers will be fully responsible for payment of their own income taxes on all compensation earned under this Agreement. Customer will not withhold or pay any income tax, social security tax, or any other payroll taxes on Designers’ behalf. Designers understand that they will not be entitled to any fringe benefits that Customer provides for its employees generally or to any statutory employment benefits, including without limitation worker’s compensation or unemployment insurance.
9. Availability of Materials, Logos, Graphics and other Collateral.
Customer agrees to make available to Designers, for Designers’ use in performing the services required by this Agreement, such graphical elements and materials as Customer and Designers may agree in writing for such purpose. Failure to provide Designers with Materials in the requested formats may result in additional delays or fees in addition to those stated in Exhibit A.
10. General Provisions.
10.1 Entire Agreement.
This Agreement contains the entire Agreement between the parties relating to the subject matter hereof and supersedes any and all prior agreements or understandings, written or oral, between the parties related to the subject matter hereof. No modification of this Agreement shall be valid unless made in writing and signed by all of the parties hereto.
10.2 Governing Law.
This Agreement shall be governed by and construed in accordance with the laws of the State of <
10.3 Binding Effect.
This Agreement shall be binding upon and enure to the benefit of Customer and Designers and their respective successors and assigns, provided that Designers shall not assign any of their obligations under this Agreement without Customer’s prior written consent.
10.4 Waiver.
The waiver by either party of any breach or failure to enforce any of the terms and conditions of this Agreement at any time shall not in any way affect, limit, or waive such party’s right thereafter to enforce and compel strict compliance with every term and condition of this Agreement.
10.5 Good Faith.
Each party represents and warrants to the other that such party has acted in good faith, and agrees to continue to so act, in the negotiation, execution, delivery, performance, and any termination of this Agreement.
10.6 No Right to Assign.
Customer has no right to assign, sell, modify or otherwise alter the Project, except upon the express written advance approval of Designers, which consent can be withheld for any reason.
10.7 Right to Remove Project.
In the event Customer fails to make any of the payments set forth on Exhibit A within the time prescribed in Exhibit A, Designers have the right to immediately cease all work on the Project until payment in full is paid.
10.8 Indemnification.
Customer warrants that everything it gives Designers to include in the Project is legally owned or licensed to Customer. Customer agrees to indemnify and hold Designers harmless from any and all claims brought by any third-party relating to Customer’s Proprietary Material provided by Customer to Designers including any and all demands, liabilities, losses, reasonable associated costs and claims including reasonable attorney’s fees arising out of injury caused by Customer’s Proprietary Material supplied by Customer to Designers, copyright infringement, and defective products sold as a result of Customer’s distribution of the Project.
10.9 Use of Project for Promotional Purposes.
Customer grants Designers the right to use the Project for promotional purposes and/or to cross-link it with other marketing venues developed by Designers.
10.10 Right to Style or to Make Derivative Works.
Subject to Section 4 above, Designers have the exclusive rights in making any derivative similar works of the Project and any similarities between Customer’s Project and future projects constitutes Designer’s methods and style and shall remain the right of Designers.
10.11 Attorney’s Fees.
In the event any party to this Agreement employs an attorney to enforce any of the terms of the Agreement, the prevailing party shall be entitled to recover its actual reasonable attorney’s fees and reasonable associated costs, including expert witness fees.
10.12 Trademarks, Logos and other Intellectual Property Issues.
Customer is responsible for any Copyright or Trademark issues related to the creation and use of Project files by Customer. Customer shall be solely responsible for any Trademark or Copyright searches pertaining to the Project unless otherwise contracted for in the Specifications. Designers will not knowingly copy other rightfully trademarked or copyrighted material.
<
Each party represents and warrants that, on the date first written above, they are authorized to enter into this Agreement in entirety and duly bind their respective principals by their signature below:
EXECUTED as of the date first written above.
Ascend Inc.
By: ________________________________
Title: ______________________________
Date signed: _________________________
<
By: ________________________________
Title: _______________________________
Date signed: _________________________
Contact Name ________________________________________
Phone _____________________ FAX_____________________
Company/Client ______________________________________
Address ____________________________________________
City ____________________ State ____ ZIP ____ Country ___
E-mail address _______________________________________
Creative Brief Questionnaire
Creative Brief Questionnaire
DATE: CLIENT:
PROJECT: ATTENDANCES:
JOB #:
Ask yourselves, What is the products...
Objectives:
Target Audience:
Features:
Customer or User Benefits
Support of Benefit Claims:
Competition:
List of: Considerations | Preferences | Limitations
Distribution Considerations
Green Benefits
One Word, what is the essence of the product?
Creative Brief Instructions
Creative Brief Instructions
Objectives: What is the purpose of the project? Know the realistic limits of the creative problems and what can be expected to accomplish the goals.
Target Audience: Who are the customers/ viewers: sex, age, job title, social conditions and geographic concentrations. What motivates them?
Features: How is it used in everyday applicants? What is unique?
Customer or User Benefits: How will the customer be better off? Any trade offs?
Determine all the benefits and rank them- focus on the two strongest. Be clear on the objectives and specific as possible.
Support of Benefit Claims: Ask for the proof of benefits- data, focus group, and testimonial. Get the facts!
Competition: Collect name, prices, good and bad features. Look at the other services objectively.
List of: Considerations | Preferences | Limitations
What are the constraint- budget, schedule, size, paper, use of color, images, corp-standards, personal likes or dislikes?
Distribution Considerations: Look at all requirements- time, money and etc ?
Green Benefits: Understand how you can design to reduce waste but communicate the message. Ask if they had green objectives they thought about?
One Word: What is the essence of the product? Leave only one overall impression. Make this the primary focus for the creative concept.
Job Positions
Executive Creative Director
is responsible for leading creative strategy and vision on client accounts. The Executive Creative Director is responsible for the operations and execution of the Creative Department, while overseeing development of Creative Department process, methodology, deliverables and budget.
This individual is also responsible for recruiting, managing and grooming all designers, and for leading the department to creative solutions that fulfill client objectives and Company creative vision. The Executive Creative Director will facilitate working groups through strong interpersonal, monitoring, and team-building skills.
Executive Creative Marketing
is responsible for leading marketing strategy and vision on client accounts or our firm. The Executive Creative Marketing is responsible for the operations and execution of the Marketing Department, while overseeing development of Marketing Department process, methodology, deliverables and budget. This individual is also responsible for recruiting, managing and grooming all sales staff.
Graphic Designer
Is responsible for coming up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
The designer should use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
The designer needs to confer with clients to discuss and determine layout design, so they can clearly prepare notes and instructions for workers who assemble and prepare final layouts for printing. The main goal is to always create designs, concepts, and sample layouts based on knowledge of layout principles and esthetic design concepts.
Strategic Sales
Is responsible for convincing others to buy services and otherwise change their minds or actions. The individual must strategically through observing, receiving, and obtaining information from all relevant sources. The individual needs to communicate with people outside the organization, representing the organization to customers, the public, government, and other external sources. The information can be exchanged in person, in writing, or by telephone or e-mail.
Administrator
Is responsible for clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology. Individual needs to have principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Intern
Is responsible for supporting the individuals that are in their department.
HISTORY
History
Ascend is a leading travel design firm serving clients throughout the United States and the world. We are known for our innovative concepts, modish style and intelligent design. Over the last six years, our impact on the international design world has resulted in numerous design awards.
Our firm is founded on thoughtful, creative and functional design. We continue to build tourism brands that are stimulating and meaningful to the consumer. As a result of generating great experiences for clients we build engaged partnerships into the future.
While in Paris at the 11th International Design Conference, five energetic young designers were inspired by the local and their love for travel to start a travel design firm. Founded in 2003, Ascend is based in New York City. At Ascend Inc. our partners see travel vital for a healthy body and creative mind. We are empowered to design for clients that allow people to reach beautiful cities, exotic beaches, rain forests, or snow-capped mountains.
Who We Are
Deborah Flores Executive Creative Designer
Deb is a multidisciplinary artist, having had experience in graphic design, advertising, publicity and event management, marketing, creative writing, jewelry design, and fashion styling. She applies this unique brand of skills to the creative process and develops solutions in branding and identity that has satisfied clients in the busiest industries here and abroad for over eight years. She has created world-class design for product leaders like Nokia, HSBC, Unilever, Shell, Nestle, and service-oriented organizations like Franck Provost, East Side House, Randall's Island Sports Foundation, and Palm Beach Art Fair. She is also a jetsetter, often shuttling from various spots in Asia to North America in search of the next big thing.
Kate Sanders Executive Creative Marketing
Kate has been working in the destination-branding field for over 10 years. She has lived in 5 countries around the world and is fluent in 4 languages. Before coming to Ascend Inc, Kate was living and working in London with Erinn. After attending a design conference in Paris, Erinn and Kate had interest in opening up a firm in NY. While at the conference, they met a team of three whom had shared interest in starting their own firm in NY. Kate was able to make numerous relationships with firms that continue to want to freshen up their identity. Kate brought these contacts on as clients to Ascend Inc and it has been a boon to business.
Jessica Haasi Strategic Sales
Jess has three years of professional experience working for a design firm/marketing agency for luxury real estate properties. Her main projects were designed for condominiums and resorts all around the world.
Erinn Harrington Graphic Designer
Erinn is a graphic designer with specialties in the print and publishing industry. She started her career in the publishing industry, but soon found herself preferring high end branding work. She has since decided to work with clients in the travel industry. The clients she has worked with include travel-oriented groups such as Jet Blue, Expedia, and the tourism board of Peru. She is also an avid traveler and has spent time in Thailand and Australia. She is currently located in New York City.
Linda Adamo Graphic Designer
One of the founders of Ascend Inc., has traveled since she was one year old and speaks three languages. She brings to the firm an extensive experience in travel photography, international museum marketing, University branding and other international cultural institutions. Her design capabilities span from early concept sketches to detailed developed drawings. She has a decisive approach to project management from scheduling and budgeting to making new client contacts.
Ascend Client List
Ascend Inc. Hospitality
Accor
Accor Asia
Affinia Hospitality
Banyan Tree Hotels & Resorts
Carlson Hotels Asia Pacific
CBT Ltd
CTF Hotels & Resorts
Concierge Unlimited International
Crown Isle Resort and Golf Community
Delaware North Companies, Inc.
Destination Hotels & Resorts§
Dorchester Collection
Edge-Star Partners
Emirates Palace
Ginn Resorts
Golden Tulip Hospitality Group
Grupo Pestana
JC Resorts
JHM Hotels
Kiwi Collection
Kohler Company§
The Kor Group
Langham Hotels International
Larkspur Hospitality
Leonardo Hotels Europe
Macao Studio City
Maybourne Hotel Group
Möevenpick Tower & Suites
Panasonic Professional Display Company
Pan Pacific Serviced Suites
PCH Hotels & Resorts
Peninsula Hotel Group
Rotana Hotels Management Corporation
Serena Hotels
Shangri-La Hotels & Resorts
Sivathorn Co., Ltd
Sunstone Hotels
Swire Properties Limited
Taj Group of Hotels
The Rocco Forte Collection
Thistle Johor Bahru
Tropicana Casino & Resort
Vanguard Hotels
White Lodging
Ascend Inc. Airlines
Southwest Airlines
Air Canada
Alaska Airlines
American Airlines
Ascend Inc. Cruise Lines
AIDA Cruises
American Cruise Lines
Classic International Cruises
Cruise West
Norwegian Cruise Line
Ascend Inc. Travel Agency
A Cruiseshipcenter Travel
Agency Adventures 2002
All Points Travel
Bon Voyage Travel Service
Classic Vacations
Pacific Rim Travel
Taking Time Vacations
Travel Wizard
Wednesday, December 2, 2009
Monday, November 30, 2009
Sunday, November 29, 2009
Tuesday, November 24, 2009
Competitive Audit
1) Indirect Competitor – Different State
Destination Graphix
P.O. Box 618, Leander, TX 78646
P: 512-260-7886
http://www.destinationgraphix.com
Biodata
Destination Graphix is a creative firm based in Leander, Texas that offers identity design, advertising design, publications design, web site design, marketing, branding, PR, copywriting, online marketing, creative consulting, art and editorial direction, ad sales, and printing.
They have won two design awards for the Greater Leander Chamber Directory, namely 1) the American Inhouse Design Award from Graphic Design, USA; and, 2) First Place Media Award from the Texas Chamber of Commerce Executives.
Owner and creative director Gabrielle Melisende is an all-around marketing specialist and was recently named a finalist for Marketing Campaign of the Year by the Stevie Awards for Women in Business.
Destination Graphix belongs to various industry groups online, including: Print Design Planet, Freelance Designers, Graphic and Web Designers Director, DesignFirms Design Community and Marketplace, and Top Design Firms.
They are also the preferred service provider in the online groups like: Leander, Texas Web Design Services of Marketingtool.com; and, Austin, Texas Website Designer of WebsiteDesignersList.com.
What Ascend Can Learn From Them
Their Strengths
Destination Graphix leverages its awards by making those details prominent throughout their website. The organization also entered itself in numerous directory listings online, and sought the title of “preferred service vendor” or “preferred design firm” within their geographical market.
Their Weakness
Their company website lacked the basic information one would want to know about an organization one would want to hire. It has no mention of a corporate history and no explanation for why they are called Destination Graphix. There was no introduction of the people that make the company. It did not show any portfolio of their work, or the type of clients they cater to.
2) Same Market Niche – Different State
Navigant Marketing
2828 Coral Way, Suite 205
Miami, FL 33145
P. 305.445.9020
F. 305.445.9021
info@navigantmarketing.com
http://www.navigantmarketing.com/site/about.htm
Biodata
Navigant Marketing positions itself as a key marketer for hotel companies, travel agencies, global distribution systems, cruise lines, airlines and car rental companies. The organization is based in Miami, Florida and is run by four people – the principal, the vice president, the director of account services and the strategic planning director. They offer strategic marketing, public relations, print creative services, digital marketing and motion video development.
Because of their alliance with the IFA group in Hong Kong, their markets now span beyond the Americas to include the Asia-Pacific. The services they provide through IFA include the following: 1) culturally-sensitive adaptation of existing brand messaging for the Chinese market, 2) westernization of Chinese brand messaging, 3) copywriting, editing and translation, 4) public relation services in China, 5) media planning and buying in China, 6) trade show graphics, materials and event support in China.
The list of clients of Navigant Marketing consist of:
(hotels, resorts and spas)
Wyndham Hotel Group
Ramada Worldwide
Melia Hotels and Resorts
Hyatt Hotels and Resorts
Hard Rock Hotel
Gran Melia Hotels and Resorts
Baymont Inn & Suites
Wingate by Wyndham
Barcelo Hotels and Resorts
Sagamore
Paradisus
Valentin Imperial Maya
YHI Spa
Sol Melia Hotels and Resorts
Amerihost Inn
Howard Johnson
Radisson Hotels and Resorts
La Jolla de Mismaloya
(car service)
Thrifty Car Rental
Dollar Rent a Car
(cruise lines)
Royal Caribbean
Amadeus
(airline)
Aeromexico
What Ascend Can Learn From Them
Their Strengths
Navigant Marketing keeps its website concise yet sufficient to understand what they do, the various capabilities they possess, who they are, and how they operate. They serve a very targeted audience, because that is the industry that the team’s collective experience has been catering to.
3) Same Market Niche – Different State
Tsunami Marketing
2469-C Puu Rd.
Kalaheo, Hawaii 96741
http://www.tsunamimarketing.com
Tsunami Marketing provides brand positioning and strategy, identity and logo design, advertising integration, business and product naming, strategic account planning, signage and vehicle branding, retail design, interior and exterior design, website design, database development, e-commerce integration and site maintenance and support.
The travel and tourism brands Tsunami Marketing has done work for are:
Air Ventures, Brennecke’s Beach Broiler, Fairwind Cruises, Hanalei Colony Resort, Holo Holo Charters, Poipu Bay Golf Course, Silver Falls Ranch, Smith’s Fern Grotto and Luau.
Their team is composed of the president, the managing director, the accountant and office manager, the programming specialist, the creative brand director, and the web developer/system administrator.
Tsunami Marketing has amassed a number of awards and accolades, including the frequent Hawaii Advertising Federation/Pele Award of Excellence, the AIGA/Hawaii’s 5-0, Top 5 Award for Identity and Letterhead Package, the National AIGA Addy Award, Optima Design “Silver Medal” Award, among others.
What Ascend Can Learn From Them
Their Strengths
The exhaustive list of awards of Tsunami Marketing contributes to an image of capability, recognition and prestige. Tsunami Marketing also introduces each team member’s roles beyond their designations.
4) Same Market Niche – Different State
USDM.net, or US Destination Marketing, Inc.
606 N. Carancahua St. Suite 1400
Corpus Christi, TX 78476
P: 361.883.8833
F: 361.883.4329
Toll Free: 800.208.8661
consulting@usdm.net
http://www.usdm.net/
USDM.net is an interactive agency and media company delivering digital solutions in terms of creative output, marketing, branding, strategy and media to the travel and tourism industry. Formed in 1993 by Leah Woolford, USDM.net has since built its reputation up as a digital travel marketing authority, having been endorsed by the Travel Industry Association and the Destination Marketing Association International. It was the first private company hired by the US Department of Commerce to design and manage the digital marketing campaign of the government office for the target international audience.
Its clients include NYC & Company, the Greater Miami Convention and Visitor Bureau, Atlanta CVB + Brand Atlanta, Tourism Toronto, Marriott, Hilton, Hyatt, Starwood, ResortQuest. From travel and tourism, USDM.net now also caters to international governments and Fortune 500 companies in real estate, finance and insurance industries.
USDM.net has garnered much acclaim for its campaigns, among the most recent of which are the 2009 Internet Advertising Competition Award for Best Events Online Campaign, Best Leisure E-Mail Message Campaign, Best Regional Online Campaign.
What Ascend Can Learn From Them
Their Strengths
Concentrating on the travel and tourism industy has led USDM.net to develop marketing programs that were unique, innovative and effective in showing a return on investment. The success of their client base made USDM.net successful and worth endorsing within the destination marketing industry. Their strategy of putting the client first, and making sure the client’s businesses thrived because of their designs, enabled USDM.net to branch out to other fields, establish satellite offices, and collect various awards for their campaigns.
5) Same Market Niche – Same State
Wanderlust Travel and Destination Marketing
297 River Street
Troy, NY 12180 USA
P: 888.754.3210
http://www.createwanderlust.com/
Wanderlust offers branding, website design, internet marketing, social media marketing, advertising, tourism and traveler research and management consulting to destinations, resorts and tourism attractions. The process they follow involves three steps: 1) Baggage Check, 2) Chart the Course, and 3) Create Wanderlust.
There are four people that lead the organization: the President and Chief Strategic Officer, the EVP on Image and Identity, the EVP on Planning and Research, and the Director of Marketing. They are also joined by a manager for Hospitality Consulting, and another manager for Business Development Strategy.
Wanderlust belongs to numerous associations like the AIGA, American Resort Development Association, Association of Travel Marketing Executives, Bucksnorts, Destination Marketing Association International, Hospitality Sales and Marketing Association International, National Ski Areas Association, Travel Industry Association, United States Polo Association, and Who Is Who In Hospitality.
Among its clients are Albany Institute of History & Art, Boston University International Programs, Camp Chingachgook, The Century House Inn & Conference Center, The Chickasaw Nation, Dubai Sports City International Center for Sports Medicine, Greene County, NY, Howe Caverns, Jiminy Peak, Magic Mountain, Mount Snow Resort, Norman Rockwell Museum, Proctor’s Theater, Saratoga, Performing Arts Center, Long Island’s South Shore Bayway, Troy, NY, Vista Climb of Mount Kilimanjaro, Windham Mountain, The Winwood Inn.
The most recent awards given to Wanderlust are the 2009 American Graphic Design Award by Graphic Design USA for their tourism brand identity solution for Howard Caverns; a Gold Award in the 39th Creativity Annual for their work for Windham Mountain; and, the Award of Excellence for the cinema advertising and online video campaign work for Howard Caverns in the 2009 Videographer Awards – Commercials/Amusements/Entertainment category.
What Ascend Can Learn From Them
Their Strengths
Wanderlust tailored its design process to speak the language of travel and tourism. The organization employed this language consistency in detailing who they are as a group, what they do, and how they do it. Moreover, their various awards and affiliations with groups from both design and travel industries help the audience perceive them as knowledgeable and well-connected in the proper communities.
6) Same Market Niche – Different State
The Hat Factory
Old Brewers Yard
17-19 Neal Street
London WC2H 9UY
Tel: +44 (0)20 7379 6937
http://www.destinationbranding.co.uk/index.html
Stephen Kreppel and Marie-Stella Ray brings 15 years worth of experience to the table with The Hat Factory, which is a London-based outfit offering destination branding. Specifically, the company offers the following strengths: marketing and strategic consultancy, website consultancy, web design and adaptation, product development, advertising, on-line promotion, publicity and PR, database marketing and management, print collaterals, tour operator liaison, salons, trade fair & event coordination, market research and practical support.
Their works on display at their website are mainly online designs for The Regional Tourist Board of Picardy, Northern France, The Entente Vallee du Lot marketing organization, and the Somme departement: restoring its tourism image (sic) following flood disaster.
What Ascend Can Learn From Them
Their Weakness
The Hat Factory does a good job of providing relevant information about what destination branding is, what their services include in detail, as well as explaining other related topics like sustainable tourism. However, the only mention of their target market is a small blurb on one side of the website asking their site viewers if they happen to be a country, region, city, attraction, hotel, or an event. They fail to show the work that they have done outside of destinations, in areas outside of online marketing. Their name also misrepresents what they offer because it does not give people a clear sense that they are doing destination branding.
7) Indirect Competitor – Same State
Company C
160 Varick Street
New York, NY 10013
P: 212-561-6000
F: 212-463-8643
http://www.companycmarketing.com/index.html
info@companycmarketing.com
Company C is a direct and digital marketing agency based in New York which offers tools to build strategy, to develop the creative and media-related solutions and to execute those strategic campaigns that hope to engage consumers and generate results for their clients. They cater to all businesses, including travel and tourism-related corporations like Virgin Atlantic, and Millennium Broadway Hotel, New York.
The management team behind Company C is composed of the President, the Executive Director for Account Services, the Executive Director fo Production, the Creative Director, The Director of User Experience, the Director for Strategy and Analytics, the Group Director for Media, and the Director for Business Development.
What Ascend Can Learn From Them
Their Strength
Company C employs an extensive group of people that have their own charge over the business, which should make operations better managed and workload well-distributed.
Their Weakness
Company C appears to be a “design firm that could”, one of the many small branding agencies trying to cater to everyone to gain revenue and clout. The company has not fully demonstrated its capacity through any show of work, or any affiliation with industry groups.
8) Indirect Competitor – Same State
Co-op Branding
115 Fifth Avenue
5th Floor
New York, NY 10003
P: 646-524-1400
Co-op is a branding agency in New York City, focused on developing branding and marketing solutions to medium-sized companies. Working hand in hand with Agency 212, a full-service advertising agency also located in the city, Co-op spreads its net to offer work in terms of brand strategy, naming, identity, collateral, online, advertising & media, promotion, branded installations and brand films.
The company has done work for a diverse selection of businesses, but they have also created designs for hotels and tourist attractions like Loews Hotels & Resorts, and Madame Tussauds.
The team that makes Co-op consists of the Managing Partner, Creative Director-Partner, another Partner, the Senior Brand Strategist and the Senior Design Director.
Co-op promotes its company by participating in design talks, like for Columbia University Talk on “Coordinating a Unified Brand Image”, and for the Meeting Professionals International (MPI) Talk, and by striving to be featured in industry magazines like Communication Arts, and “How Design Magazine’s 103 Award Winning Promotion Projects.”
What Ascend Can Learn From Them
Their Strength
Co-op builds its reputation as a competent branding agency because of its active participation in industry-related events. Even though they do not have any awards to boot, they make their presence felt by speaking in forums about design, and by getting promotion through magazines.
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