CREATIVE BRIEF Brochure design To: Conestoga Design Team From: Conestoga IMC Team Re: Design of a new brochure for a client Meeting Dates Initial Meeting with Design Team November 20 th 2013 at 2pm 1C24 Feedback Meeting with Design Team November 26 th 2013 at 12pm 1C24 / November 27 th 2013 at 2pm 1C24 Final Meeting with Design Team December 3 rd 2013 at 12pm 1C24 / December 4 th 2013 at 2pm 1C24 Our Client Our Place, Family Resource and Early Years Centre 154 Gatewood Road (Entrance off of Blueridge Avenue) Kitchener, Ontario N2M 4E4 Client History Serving the Kitchener Waterloo Community since 1979, Our Place is a facility that hosts the Ontario Early Years Centre (OEYC) program while also providing unique services and supports to new Canadians and caregivers of children from the prenatal stage to 6-years-old. The Ontario Early Years Centre (OEYC) program began being administered at Our Place in 2003. The public often struggles to distinguish Our Place from the OEYC and understand that it is only one facet of their purpose, an issue Our Place is working to mediate through better representation and communication with its publics. Our Place is a respected organization with aspirations of increasing its reach, support, and distinction in the immediate Kitchener-Waterloo community and Waterloo Region. Project Objective Next year marks Our Place s 35 th anniversary within the Waterloo region. This piece should reflect their mission and all they have set out to accomplish. The purpose of the brochure is to inform nurses and midwives in the Waterloo region of Our Place, so they may in turn refer qualified individuals to the services offered.
Target Market The primary market for our brochure is nurses and midwives, within the Waterloo Region. The secondary market for our brochure is individuals who would benefit from the services of Our Place, this specific target is new mothers. Competitive Considerations Within our region there are many non-profit organizations that offer similar services. One organization that stands out among all other competitors would be the YMCA. This is also due to the fact that they offer the Early Year program within the Waterloo region and because the YMCA is a global and wellknown organization. Distribution This brochure has been designed as a piece for nurses and midwives in the Waterloo region, and will be sent along with a personalized letter and a case for support. Our Place and the services offered. Some of the information included is as follows: Company history, mission Various programs offered Contact information Positioning Strategy Our Place has been built upon the basic principal of universality. This nonprofit organization is focused on offering residents of the Waterloo region the support and resources needed by new individuals easing them into parenthood. Creative Considerations Logo may be altered Ontario Logo must be present on all materials Colours must be consistent among all materials o Earthy and natural tones, suggesting new beginnings o Adequate use of white space to effectively Creative Objectives Design a brochure that will effectively communicate the following with potential participants: Our Place history (35 years) Value mission and vision of Our Place Offered programs Contact information
This brochure benefits the target market by providing the reader with enough general information, regarding Our Place their mission and all the programs they offer residents of the Waterloo region. Creative Strategy This document is being designed for nurses and midwives in the Waterloo region to hand out to potential participants. The document must remain professional as it is going to be main promotional piece of Our Place. It should be visually appealing to the eye in order to attract readers. The content should appeal emotionally and the tone should reflect that, as we want the reader to be empathetic of Our Place and there mission. Creative Execution Document must be clear and concise, should be visually appealing and easy to navigate. Sections should be highlighted to differentiate themselves and to catch the reader s eye. Approval Process Contact Emily Cunha or Kyle Thompson with any additional questions or concerns. Final design is being overlooked and approved by Joe Romer, Conestoga Advertising Coordinator. Delivery Once approved all files are to be submitted to Emily, in order to be reviewed with client. Designers will retain rights to all work produced through this project. Reference For more information regarding Our Place please see: http://www.ourplacekw.ca/
6 Panel Brochure (Front Panel) Ontario logo must be present on the 1 st panel somewhere, similar to sample provided Our Place (large font) Family Resource and Early Years Centre (smaller font) A place where all parents, caregivers, and children from pre-birth to 6 years old can learn, grow, and have fun! (Inner Flap Panel) Our Mission (Title) Our Place Engages all children, their families and their support networks in learning opportunities to promote optimal development of children, healthy families and a strong community. Our Values (Sub-title) We believe in: - Validating the importance of children - Empowering parents and caregivers - Fostering peer support - Providing a respectful and inclusive culture - Community collaboration - Advocating for families (1 st panel) Why are the first years of life so important? (Title) According to research, the types of interactions you share with your children inform their learning foundations for life. Programs at Our Place support parents capacity to guide themselves and their children through life s ups and downs. When the brain is encoded properly in the first years of development, successful life-long decisionmaking skills are formed. Our Place promotes optimal mental health, nutrition, and stimulation in supporting brain development and overall wellness. (2 nd panel) Our Place has been offering services in the Waterloo Region for 35 years. Our extensive programs facilitate positive interactions between you and your child.
Our Programs: - Artastic - Baby and Me Discovery - Baby Blanket Time - Dad s and Kids Drop-In - Drop-In Playtime - Family Math - Infant Massage - Mother Goose - Music and Movement - One if Fun - Toddler Time Our Place supports caregivers through such programs as Postpartum Support, Preparing for Parenthood, Creative Cooking, and others. Programs are offered at different times throughout the year. For full program details, contact us directly. (3 rd panel) Our Volunteer Opportunities (Title) Our Place relies on volunteers to help support the trained employees in many services that we offer. Volunteers are a key component of our centre's success. Last Year, we had over 150 volunteers that contributed over 4,200 hours. With the help of our volunteers, our programs and services are enhanced and, at times, could not run without their help. We value the contribution of each individual as well as the diversity of their skills and interests. For volunteer information contact Bonnie Caza (bcaza@ourplacekw.ca) or call the office (519-571-1626 ext. 22). (Back Panel) On this page, include Twitter and Facebook logos to let people know that Our Place is available on social media Our Place, Family Resource and Early Years Centre (image of map) 154 Gatewood Road (Queen s Blvd & Westmount Road) Kitchener, Ontario N2M 4E4 Entrance B Our Contact Info (title) Phone: 519-571-1626 Fax: 519-571-0621 Email: ourplace@ourplacekw.ca www.ourplacekw.ca Donations from the community are welcome. Tax receipts available.