ATLANTIC BUSINESS MAGAZINE PAY IT FORWARD PROPOSAL

Transcription

1 + ATLANTIC BUSINESS MAGAZINE PAY IT FORWARD PROPOSAL Submitted to: Dawn Chafe Executive Editor Atlantic Business Magazine Submitted by: John Devereaux Creative Director Perfect Day Submission Date: October 14, 2016

2 HELLO, This proposal sets forth our vision for a fun, socially-conscious Pay It Forward campaign in support of a charity that is close to our hearts. Stella s Circle truly raises the bar when it comes to humanitarian work that makes a real impact on people s lives in Atlantic Canada. They inspire us to make our own work better. We want to extend our thanks for creating the Pay It Forward challenge we think it s a great idea and regardless of who s selected, we look forward to seeing the campaign roll out. We appreciate your time spent considering this proposal. Best, John Devereaux Creative Director Perfect Day Perfect Day + Stella s Circle Pay It Forward Proposal Page 2

3 TABLE OF CONTENTS SECTION ONE AGENCY + CHARITY 1.1 The Agency Perfect Day Canada The Charity Stella s Circle 5 SECTION TWO THE CONCEPT 2.1 Background The Message Print Ad Website Ads Social Media 10 CONTACT 11

4 1.1 PERFECT DAY CANADA STUDIO HISTORY Perfect Day Canada was founded in St. John s, Newfoundland in 2011 as a creative communications agency specializing in design, branding and advertising across all media including print, web, animation and video. Perfect Day s origins are in London, England. After spending seven years at Perfect Day UK (founded in 1999), working with high profile clients such as McDonald s Europe, Morgan Stanley and The Conservative Party UK, John Devereaux returned to his native Newfoundland to establish Perfect Day Canada, where he is Creative Director. Since setting up shop in St. John s, PDC has grown to a team of five employees working for a wide range of local and national clients. THE TEAM Perfect Day is structured collaboratively. Every member of our team has experience with multiple aspects of the business, from art direction to project management. Clients can communicate directly with those who are creating their work, making the process immediate and rewarding for both parties. At Perfect Day, we all have a love and appreciation for design problem-solving and meaningful advertising. We bring a varied sets of experience to the table, with backgrounds in art history, new media, visual communications and literature as well as graphic design. Heather Bonia Creative Account Management John Devereaux Creative Direction & Design Vanessa Iddon Design Chris Postill Web Development & Design Duncan Major Art Direction & Design Perfect Day + Stella s Circle Pay It Forward Proposal Page 4

5 1.2 STELLA S CIRCLE THE ORGANIZATION Stella s Circle is a not-for-profit community organization that has a mission to transform lives by offering Real Homes, Real Help, and Real Work. They provide various housing, counselling and employment programs to people who face many barriers to fully participating in their community. These barriers can include mental health issues, addictions, homelessness, poverty, criminal justice involvement, low literacy, and unemployment. Stella s Circle oversees a number of initiatives and programs listed to the right that fall under this mandate. They also operate two social enterprises: the Hungry Heart Café restaurant and catering, and Clean Start, a commercial cleaning business. Stella s Circle is funded through government funding, its own social enterprise activity, and private donations. REAL HOMES The Brian Martin Housing Resource Centre offers counselling, advocacy and other support services to help people find secure housing. Front Step is an End Homelessness St. John s program co-managed by Stella s Circle and Choices for Youth. It provides housing to people who are chronically and episodically homeless. Jess s Place offers a safe, supportive, independent transitional housing for women over the age of 18 in recovery from addiction. Naomi Centre is a temporary shelter and support for women aged within a harm reduction model. REAL HELP Emmanuel House offers a supportive environment, through individual counselling, therapeutic groups and life skills support, in a residential setting. The Community Support Program provides intensive assistance to people with complex mental health needs. The Just Us Women s Centre offers programs and support for women who have been in conflict with the law. Services are also offered at the NL Correctional Centre for Women in Clarenville. REAL WORK Our Social Enterprise Training Program offers training to help people work in food service, as trades helpers, or as cleaners. CanDo Enterprises offers flexible on-the-job work experience. Employment Transition Groups help participants to engage in a range of options to address their varying needs as they move towards employment. Job Development and Employment Maintenance ensures opportunities for successful employment for participants who are ready to enter the workforce. Adult Basic Education Level I helps adults with literacy. Perfect Day + Stella s Circle Pay It Forward Proposal Page 5

6 2.1 BACKGROUND PDC + STELLA S CIRCLE At Perfect Day, we ve worked with Stella s Circle since The work they do is close to our hearts and we believe they are doing incredibly important work for our community. We use their fantastic cleaning and catering services, sponsor events, and design ads, event collateral, annual reports and animations for them. When we became aware of the Pay It Forward opportunity, Stella s Circle came immediately to mind. The opportunity to advertise to a businessoriented audience in the greater Atlantic region would be a great boon for Stella s Circle. This level of advertising, normally beyond the means of a community organization, will help create awareness about the organization and could lead to vital sponsorship opportunities. 2.2 THE MESSAGE What makes Stella s Circle a truly impactful charity is that it offers the help needed for clients to help themselves by gaining independence or overcoming obstacles. Stella s Circle is there to help people get started on the path to improving their lives. This concept will be familiar to readers of Atlantic Business Magazine every business needs help getting off the ground, whether it s in the form of a an investment, volunteered time or a crucial partnership. In life, it s no different. When you want to make a change in your life, sometimes you need a little help getting started. COPY SOMETIMES YOU NEED A LITTLE HELP GETTING STARTED. Perfect Day + Stella s Circle Pay It Forward Proposal Page 6

7 2.3 PRINT AD Our concept for the Pay It Forward print execution is to use six pages in one issue to draw attention to the important first step Stella s Circle gives to people in need. When the reader turns to the first page of the ad, they ll expect a full page article or ad, but will be met with a blank spread with just a few scribbles. On the next page they ll see the evidence of a person trying to start writing something a coffee stain, eraser crumbs. Wondering what it s all about, they ll turn to the sixth page, and see the full written line sometimes you need a little help getting started and find out who s behind the campaign. Leaving so much blank space will be jarring in its simplicity and unconvention. Anyone in business would wonder why this valuable space is left nearly empty. Perfect Day + Stella s Circle Pay It Forward Proposal Page 7

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9 2.3 WEBSITE ADS To run parallel with the print execution, we will design a selection or combination of big box, leaderboard and skyscraper ads to convey Stella s Circle s message of hope on ABM s website. The site user will see a cursor typing out letters then deleting them, until the full sentence Sometimes you need a little help getting started is typed out. As in the print execution, the idea is to pique interest with a simple message that holds some mystery in the beginning, and is relatable to the online audience of Atlantic Business Magazine. Often Sometimes we Sometimes you need Sometimes you need a bit of Sometimes you need a little help getting started. Perfect Day + Stella s Circle Pay It Forward Proposal Page 9

10 2.3 SOCIAL MEDIA For the social media component of this campaign, we would use ABM s Twitter & Facebook to post fragments of the headline, leaving the message unclear until the final post. We think people would be interested in seeing what appears to be a mistake unfold into a socially conscious campaign. TWITTER Sometimes you need a little help getting finds real work, help and homes for people facing barriers in life. bit.ly/asf7h Sometimes you need a little help getting Sometimes you need a little Sometimes you need a Sometimes you Som Perfect Day + Stella s Circle Pay It Forward Proposal Page 10

11 CONTACT INFORMATION John Devereaux Creative Director Perfect Day Ltd. 55 Bond Street, Suite 201 St. John s, NL A1C 1S9 (t) (m)