TEXAS DEPARTMENT OF TRANSPORTATION CASE ANALYSIS

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Transcription:

TEXAS DEPARTMENT OF TRANSPORTATION CASE ANALYSIS

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

1. INTRODUCTION Account Planning: Eliza Barry Jin Wu Creative: James Meiser Karina Munguia Sarah Turner Lynn Wang

2. CRITICAL FACTORS Brand Inconsistencies Social Media Audience Attitudes Media Allocation

3. RECOMMENDATIONS & IMPLEMENTATIONS

3A. BRAND UPDATE original logo updated logo

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 100 71 0 18 RGB 0 75 145 75% 50% 25% 1/2 h GOTHAM abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$ %&@ *(.,;:+-!?) 1/2 h ARIAL abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890$ %&@ *(.,;:+-!?) 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 0 0 0 72 RGB 105 106 109 75% 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 0 100 99 4 RGB 227 27 35 75% 50% 25% AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe AaBbCcDdEe

3B. CORPORATE IDENTITY MANUAL

3C. WEBSITE

3C. WEBSITE Establish a visual unity that spans all campaign websites and draws inspiration from the main TxDOT website

3C. WEBSITE All campaign homepages should follow the same template and organizational structure

3C. WEBSITE Make campaign websites accessible to both English and Spanish speakers.

3D. MOBILE APPLICATION

3D. MOBILE APPLICATION Social Media Radio-Frequency Identification (RFID) Safety alert and road condition messages TxTag Increased brand awareness

3E. SOCIAL MEDIA OBJECTIVES People have further understanding of TXDOT AdCouncil has a clear vision for the entire TxDOT marketing process

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

3E. SOCIAL MEDIA STRATEGY Tag it all: A pre-event activity to gain campaign awareness You Got Texas: Main activity, an on-line quiz

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

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.

4. CONCLUSION We suggest a self-branding change to increase positive affect over time.

THANKS!

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