Design Brief

Athletics and Beyond

Kenna Witt | Ron Caruthers | Sam Wilson |Gerald Hoenings | Alex Sanchez

Synopsis

To provide the community for Athletics and Beyond the opportunity to enrich their kids’ lives with the sports and arts they can provide them. We want to refine the company’s brand in order to raise awareness and bring the community together towards the promotion of education and arts. Making the website cleaner and easier to navigate will help get more people involved. Creating brochures and postcards to spread the word to people who may not have access to Internet. A television spot will expand their audience even further, explaining the aspects of the program as well as visually drawing them in.

Client

“The purpose of Athletics & Beyond is to give at risk children from economically deprived families access to camps and clinics, which may not have previously been available because of financial and logistical reasons.

We will encourage our young athletes to continue their education in careers beyond athletics. Our career-mentoring program will focus on counseling young adults between the ages of 11 and 18 about career options in athletics. We will have professionals who work in the sports world as journalist, coaches, sports agents, athletic trainers and entrepreneurs mentor high school aged participants. Participants of this clinic will receive the hands on approach to capture their attention. These young men and women will not only have the opportunity to meet and speak with professionals in various fields but have the opportunity to follow and spend a few hours with their mentors on the job.

Bottom line emphasis of this program is on education, career options, teamwork, self-confidence and full realization of each player's potential, in a safe environment.”

Contacts

Ali Jackson | Vice President/Marketing Director
itsnoturban@yahoo.com

Narcy Jackson | President/Executive Director
coachnarcy@hotmail.com

Target Audience

The primary audience for this program is children from 7-14 and their parents who would enroll them. A secondary audience we have added is sponsors who have interest in developing the community, we will be targeting this audience by creating a brochure specifically catered to how they can get involved. The website is more orientated towards the parent, showing what the program is about and how they can enroll. The children will be targeted by both the colorful, image-heavy brochures and the commercial, which showcases the kids involved in the program.

Project Aims

The goal in re-branding this program is to develop and broaden their audience, resulting in more sponsorship and increased student participation. Athletics and Beyond is also interested in creating an easy form to fill out from the website to create easy access to registration to further their attendance.

Deliverables

· Re-Designed Logo
· Business Card
· Matching Letterhead
· Postcard/Email Mailer
· Simple and easily updateable website
· 30 second commercial spot
· 4 minute program explanation video
· Brochure orientated towards Parents about program
· Brochure orientated towards gaining sponsors


Timeline

September 9th – Present 3 Ideas to Class
September 14th Present 3 Ideas to Ali
September 18th - Narrow down to one main idea
September 21st – Critique all 3 ideas in class
September 25th – Finalize project with Ali
September 30th – Deliver final products to class and Ali