TEXAS DEPARTMENT OF TRANSPORTATION CASE ANALYSIS
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1 TEXAS DEPARTMENT OF TRANSPORTATION CASE ANALYSIS
2 Table of Contents 1. Introduction 2. Critical Factors 3. Recommendations & Implementation A. Brand Update B. Corporate Identity Manual C. Website D. Mobile Application E. Social Media 4. Conclusion
3 1. INTRODUCTION Account Planning: Eliza Barry Jin Wu Creative: James Meiser Karina Munguia Sarah Turner Lynn Wang
4 2. CRITICAL FACTORS Brand Inconsistencies Social Media Audience Attitudes Media Allocation
5 3. RECOMMENDATIONS & IMPLEMENTATIONS
6 3A. BRAND UPDATE original logo updated logo
7 3B. CORPORATE IDENTITY MANUAL 1/2 h 1/2 h 1 h do not change the logo s colors do not stretch the logo TxDOT BLUE Pantone 662 C CMYK RGB % 50% 25% 1/2 h GOTHAM abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz $ %&@ *(.,;:+-!?) 1/2 h ARIAL abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz $ %&@ *(.,;:+-!?) Light Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. TxDOT Grey Pantone 7540 C CMYK RGB % 50% 25% Book Medium Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Bold Black Narrow Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Black Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. Narrow Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam eu arcu id magna eleifend ornare non et metus. Praesent elementum tristique ligula, nec faucibus felis convallis euismod. TxDOT Red Pantone 1797 C CMYK RGB % 50% 25% AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe
8 3B. CORPORATE IDENTITY MANUAL
9 3C. WEBSITE
10 3C. WEBSITE Establish a visual unity that spans all campaign websites and draws inspiration from the main TxDOT website
11 3C. WEBSITE All campaign homepages should follow the same template and organizational structure
12 3C. WEBSITE Make campaign websites accessible to both English and Spanish speakers.
13 3D. MOBILE APPLICATION
14 3D. MOBILE APPLICATION Social Media Radio-Frequency Identification (RFID) Safety alert and road condition messages TxTag Increased brand awareness
15 3E. SOCIAL MEDIA OBJECTIVES People have further understanding of TXDOT AdCouncil has a clear vision for the entire TxDOT marketing process
16 3E. SOCIAL MEDIA ACTIVITY CONTENT Tag it all: A pre-event activity, which is design to attract people tag as many their friends as they can, to spread the information about You got Texas activity
17 3E. SOCIAL MEDIA STRATEGY Tag it all: A pre-event activity to gain campaign awareness You Got Texas: Main activity, an on-line quiz
18 3E. SOCIAL MEDIA STRATEGY Use free toll as an incentive Use order number of TxTag as the account ID Use function of tagging in Facebook Use the instancy of APP and Facebook
19 3E. SOCIAL MEDIA EXECUTION PREPARATION AWARENESS DURATION SUSTAIN Build web page and blog Build online quiz system on official website Release news on Facebook, website and app. Keep updating news Tag It All You Got Texas Record the procedure of events on blog.
20 4. CONCLUSION We suggest a self-branding change to increase positive affect over time.
21 THANKS!
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