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HomeMy WebLinkAbout07. 2024 Advertising Campaign Finalist - 970 Design & Lumenati Proposal TE TE VLMD 2024 CAMPAIGNMAY 2023 970DESIGN X LUMENATI 970 Design is passionately committed to the success and vitality of the Vail community. We have chosen to establish our lives and business in Vail because of our love for the region - the stunning natural surroundings, the vibrant village atmosphere, the active lifestyle, and the warmth of community bonds in our mountain town. We are passionate about taking on the 2024 campaign because we are tired of seeing creative that isn’t authentic to us. We are prepared to lead the creative portion of this project, and have enlisted the support of our world-class video production partner Lumenati. Thank you for the opportunity to work together! DESIGN FOR CHANGE A FEW WORDS FROM OUR CEO SLADE COGSWELL CREATIVE DIRECTOR AU T H E N T I C 970 970 Design is more than a design agency. We’re a collection of creatives, ramblers and pioneers; who have a passion for storytelling. We listen first through an immersive Discovery process to find the unique thing that sets you apart, and then we amplify that story across your entire brand ecosystem. Because we don’t know anything until we know you, our priority is to get to know you, your constituents, and your passions. What makes you tick? We immerse ourselves in your world so that we can guide you in the right direction. We’re a different kind of agency. We understand the power of story and focus our designs on making meaningful impact. 97 0 D E S I G N ST O R Y T E L L E R S COMMUNITY CONNECTED LUMENATI We pride ourselves on telling and creating stories that deliver results and make your organization stand out. At our core lies an experienced & meticulous in-house video production team of directors, cinematographers, producers, copywriters, editors, motion designers, fabricators, and artists. All of this is packed inside our 20,000 square foot warehouse, equipped with not only our industry-standard equipment, but also a video production software company, an indoor skatepark, and a full-service tattoo studio. It’s an eclectic mix...what we like to call our fantasy factory for creativity. FA S T E X E C U T I O N WORLD CLASS PRODUCTION SIZZLE REEL CO L O R A D O B A S E D Local Experts, Swift Action Lastly, we recognize the significance of creating content that appeals to our community, respects the natural world we cherish, and fosters economic prosperity. Our unique ability to strike a balance ensures that the project resonates with the target audience and drives tangible economic benefits. More CreativesLess Brokers Seamless Customer Journey Authentic CreativeWH Y U S ? Our team, comprised of individuals residing within 100 miles of Vail, brings expedience and unparalleled familiarity with the Vail brand, customers, and local population. This intimate knowledge enables us to craft tailored content that deeply resonates with our target audience. Proximity to the project site empowers us to swiftly respond, organize shoots, and attend events on short notice, recognizing the importance of efficiency within a tight time frame. Teaming up with Lumenati Studios, we leverage a wealth of experience in this space, ensuring access to a diverse pool of creative professionals who possess a deep understanding of storytelling and messaging. With an emphasis on in-house collaboration, we prioritize having more creatives and fewer brokers. Furthermore, our expertise in the Vail Local Marketing District (VLMD) is invaluable for this project. We possess the skills necessary to identify core challenges, develop strategic goals, and seamlessly integrate the entire customer journey. By taking ownership of the website and campaign creative, we guarantee the inclusion of trackable metrics and multiple touchpoints at each stage of the funnel. This holistic approach harmoniously aligns every brand touchpoint, maximizing impact and generating conversions. SLADE COGSWELL CREATIVE DIRECTOR BRIGID CAMPBELL CREATIVE DIRECTOR CODY CIRILLO DESIGNER / PRODUCER GAVEN ANSTEY FOUNDER MICHAL BEDNARCZYK PROJECT MANAGER EVAN SWINEHEART DIRECTOR ALEX RODRIGUEZ HEAD OF PRODUCTION TOM BULL ACCOUNT MANAGER SCOTT MCDONALD CO FOUNDER / CREATIVE DIRECTOR LINDSEY KETTERER COPYWRITER + STRATEGIST TM YO U R G U I D E S 01. PARTNERING 02. DISCOVERY 03. DESIGN 04. BUILD 05. LAUNCH 06. MOVING FORWARD The PARTNERING phase is time for us to get to know prospective clients and find out if we’re a perfect match. We’re in this phase right now! As every project is a collaboration, it’s essential that we understand your unique needs. After an initial conversation, we’re able to deliver a proposal tailored to your specific goals. DISCOVERY workshops, informed by qualitative and quantitative research, help us create the project road map. By identifying high-level insights and intimately learning about your business, culture, goals, and objectives, we can enter the design phase with a guiding strategy. Now it is time to DESIGN! We take your story and standards distilled during our Discovery phase, and use them to craft the sensory feel of our entire project. From the build of your website to the palette of your signage to the messaging of your email campaigns: we make sure every aspect of your design authentically represents you. Our BUILD phase gives clients the time to relax as we implement what we’ve strategized and designed into the proper channels. We will polish our designs, fine- tune our infrastructure, and ensure everything is ready for launch. Before LAUNCH you will have one last opportunity to review the work with your team and make sure our strategies are aligned. Pending any final adjustments, our work is ready for the world! With the hard work behind us, MOVING FORWARD becomes our priority. We’re prepared to teach you to manage your brand, but also want to ensure that all our groundwork is safe and healthy. We’ll provide you as much or little guidance as you need.OU R P R O C E S S 01. GATHER INFORMATION 02. CAMPAIGN AUDIT 03. ADDITIONAL RESEARCH 04. CAMPAIGN VISIONING 05. CAMPAIGN CONCEPTS Our first step is to intake all available information. We will first take a wide lens and look at various data sources to evaluate trends, uncover insights, and develop hypotheses. We will then take this information and evaluate current and past VLMD campaigns to determine successes and areas for growth. We will design our first workshop to dig into the project’s big picture and fine details based on our initial information gathering. We will discuss our goals and objectives for the campaign and identify any information gaps we may need to fill to achieve those. We will leave our brand audit with a deeper understanding of our project goals and key questions to answer throughout Discovery. Following our Brand Audit, we will compile additional research to validate our hypotheses and answer critical questions. Our research methodologies will depend on our objectives but may include: focus groups, social listening, community surveys, industry reports, and more. We will conduct a workshop to determine mediums, establish creative guardrails, and gauge appetite for different creative concepts. Coming out of our visioning meeting, we will be ready to create multiple creative concepts to review and workshop with your team. At this stage, we are prepared to develop and present multiple creative campaign concepts with video as the primary focus. We will produce storyboards (when applicable) to help visualize these concepts and collaborate with the VLMD team to determine a final concept and strategy.PR O J E C T S C O P E DISCOVERY 06. DELIVERABLES & MEDIUMS Since all of our work is custom, we do not quote a final scope or timeline until the completion of Discovery. Coming out of Discovery, we will provide a final project scope and confidently move into the next phase of our project. DE L I V E R A B L E S WHAT COMES OUT OF THE DISCOVERY PHASE Campaign Strategy • Goals • Competitor & Market Analysis • Audiences • User Journeys • Metrics and KPIs • Moodboards Video Concept • Storyboards • Production Plan • Talent & Casting Final Budget and Timeline 01. CAMPAIGN GUIDE 02. PRE-PRODUCTION 03. MEDIA STRATEGY 04. VIDEO PRODUCTION 05. POST-PRODUCTION We will deliver an overarching campaign guide to serve as the strategic document for the 2024 campaign. This outlines objectives, defines audiences, establishes the visual & creative style, evaluate channel strategy, and includes all pre- production. The campaign guide serves as the road map to achieve our communication objectives. We develop scripts, organize our visuals, scout locations for where to film, and organize all details for our crew to execute our shoots as efficiently as possible. Whether using real people or paid actors, we will cast for each role as well as assess what their wardrobe and applicable props will be when filming. Working in conjunction with our media partner Miles Partnership, we will develop a Tier II media strategy to encompass relevant channels including social, email, web. We will take this strategy into consideration as we move into content production. This is when the cameras start rolling! All scripts, storyboards, locations, talent, and project details have been refined, reviewed, and approved. We will orchestrate each shooting day as meticulously as possible to ensure we capture the envisioned content. 970 creative director will be on-site to help guide the production to the best outcome Once filming concludes, we’ll move into post- production, first developing the Tier I Video Campaign. We’ll provide official cuts (R1, R2) for review throughout the editing process so all key stakeholders can weigh in. Once we are locked, we will move into finalization, where we will pass on color and amp; master audio before exporting all versions.PR O J E C T S C O P E DESIGN + BUILD 06. FINAL ASSET DELIVERY We provide final files in multiple formats for both print and digital use. These core assets will enable our teams to implement the new campaign across all marketing and communications activities. DE L I V E R A B L E S WHAT COMES OUT OF THE DESIGN AND PRODUCTION PHASE Primary Tier 1 Video Campaign • Full Length Video Campaign • Short form video cuts Complementary Tier 2 Strategy • Website Update Recommendations • Social Assets Recommendations • Photography Recommendation • Sample Animated Digital Banners • Sample Print Ads • Other Assets determined during Discovery CASE STUDIES A few snapshots of Lumenati’s work in recent years. VIDEOS LINKED CASE STUDIES A few snapshots of 970 Design’s Campaign Work CLICK HERE TO SEE THESE CAMPAIGNS WARREN MILLER VVMTA PROJECT START DESIGN AUGUST – SEPTEMBER Campaign Guide Pre-Production Video Production DISCOVERY JUNE – JULY Audit + Research Visioning Campaign Concept TIMELINE BUILD OCTOBER – DECEMBER Media Strategy Post-Production Final Asset Delivery LAUNCH SPRING 2024 Assets in Market 6 MONTHS PROJECT END INVESTMENT DISCOVERY // $15,000 RESEARCH & STRATEGY, CAMPAIGN AUDIT CAMPAIGN VISIONING, FINAL CONCEPT CAMPAIGN STRATEGY // $20,000 - $25,000 CAMPAIGN GUIDE, PRE-PRODUCTION, MEDIA STRATEGY CAMPAIGN PRODUCTION // $35,000 - $45,000 VIDEO CAPTURE, POST-PRODUCTION, & FINAL ASSET DELIVERY ACCOUNT SERVICES // $15,000 PARTNER MEETINGS, BOARD MEETINGS, TRAVEL * Final cost to be determined at completion of Discovery and dependent on deliverables and scale of the scope of work. The proposed project scope, details and budgets are based on our current interpretation of the project. We can easily accommodate changes in direction and schedule, if necessary, budgets will also be reviewed accordingly. TOTAL $85,000 - $100,000 WE ARE GRATEFUL TO BE HERE. CONTACT REFERENCES ADDRESS Tom Boyd Karen Denne tboyd@vvf.org kdenne@officeofericandwendyschmidt.org tom@970design.com slade@970design.com 97 Main St W-105, Edwards, CO THANK YOU 970DESIGN