TransPort Overview
W
hen addressing the marketing needs of TransPort, we think it is important to look well into the future and far beyond our borders in order to develop a campaign with long range, universal appeal — one that translates across the globe and helps Cushman & Wakefield educate their global alliance network, as well as communicate our vision to the potential end user audience.1. New identity/positioning
Designed to appeal to a larger business audience (transportation related users too limiting). The type treatment is modern and timeless -- and by keeping the type the same font and color for the entire word, TransPort becomes an idea, rather than just a destination. The distinctive logo can be used independently (think Nike swoosh) and the tagline adds a level of marketing
communications that can be expanded upon. The selected identity has been put to the test -- it works small (business card), large (outdoor signage), in color (collateral), and B&W (Wall Street Journal ads...)
Timing: all logo art applications to be completed by Dec 1
2. Formal announcement
As per C&W’s Exhibit B, there is a need to create buzz both internally and externally. We would create an email announcement that could be adapted for different uses (C&W worldwide offices, Denver area companies...) that would have direct email links back to the C&W team. We are also suggesting one large announcement print ad (e.g.: full page DBJ) that would inform the general business community -- it too would have additional usage as a direct mail piece (C&W would mail with customized letters to brokers/prospects/etc with TransPort designed letterhead/envelope.
Timing:
C&W internal announcement (December 2006) External email and print ad (January 2007)
3. Informational materials
We are recommending two sets of informational materials (interim brochure for immediate needs), as well as more permanent marketing materials (long-tern web solution after the competitive review is completed -- may lead us to segment website in a different way). Regardless of use, all materials would be designed to present our story in a well thought out, easy to understand format and in a manner consistent with The Schuck Corporation standards. The clean, modern approach of the new identity would set the tone for every aspect of the campaign -- right down to the fax form.
Timing: Immediate Needs
Interim brochure (completed by January 31, 2007)
PowerPoint Presentation (completed by January 31, 2007) Timing: Long Term Needs
Final Website (complete by May 1) Final Brochure (complete by May 1)
4. On-Going Campaign
After the production of the final website and brochure, we would create a multi-faceted campaign that would drive traffic to the website and requests for further information. The proper mix and media schedule will be determined at a later date -- we see email blasts,
announcement ads, a printed newsletter, etc. that all serve to further inform both the brokerage and prospect communities as to the viability and success of TransPort. In addition, we would assist in the design of a sales center (at C&W office or on-site at TransPort), with the design and production of one-off presentations for large users (IKEA, Wal-Mart...), presentation materials for trade shows (in addition to the PowerPoint presentation), targeted mailers/emails as per C&W’s instructions,invitations to events (Grand Opening...), and any other marketing avenues deemed appropriate.
Timing:
February to December 2007
By All Means
The tagline “By All Means” is a key part of the messaging for TransPort as it works on two levels. First and foremost, it literally describes that TransPort is reached “by all means” of intermodal transportation. Secondly, the tagline is a marketing cam-paign unto itself, a positive statement about the project: “By all means” your company should locate at TransPort...
TransPort
Careful coinsideration was given every aspect of the word “TransPort”* It best conveys its meaning in one typeface in one color * It is most easily readable with a cap “P”
* The design of the letter forms were customized for a distinctive look (curved cap “P” and small “a” reminicent of highway cloverleaf )
* The entire presentation must be modern and timeless * It must also translate around the globe
* Our custom type treatment has a complementary available font (Arial) for use on PC’s and applications like MS Word,
PowerPoint...
The main logo is business like -- steel grey and bronze/gold metallic -- the intersection of which creates the type color Alternative color schemes would be utilized to distin-guish sections of the property and potential end users (light manufacturing, office park, retail...)
The final color variations are yet to be determined,
but the logo is substantial and impressive even in B&W.
2 N Cascade Ave Ste 1280 Colorado Springs, CO 80903
John H. Lyda Vice President of Development
719-633-4500
jlyda@transportcolorado.com
By All Means
New identity/positioning
New identity works small & large
303-555-1212
By All Means
A Development of
The Schuck Corporation
20 acre site
available
Site signage selling individual parcels Actual size Business Card
By All Means
By All Means By All Means
Denver Colorado Intermodal Facility Denver Colorado Intermodal Facility
A Development of The Schuck Corporation
Formal Announcement: C&W Immediate Email Blast
This a schematic storyboard of an animated email announcement. Copy to come.
1 2
3 4
The advertising will take many many forms. • large and small
• local and global
• full-color and one-color
Formal Announcement: Advertising
1 Day 2 Days 3 Days 4 Days 5 Days
Cape Town London Hong Kong Singapore Stockholm Sydney Tokyo 18-19 Days 14-16 Days 10-18 Days 15-21 Days 14-16 Days 21-23 Days 9-14 Days 24 hours 11 hours 16 hours 18 hours 00 hours 17 hours 13 hours By AIR By SEA
To do et, velis deliquat accum qua tismod mo dolut nostrud modo lutatin essim del utpat vele ndre dolore dionsent euguerc iliquate vel ullaore facidunt nibh ent amet esecte eugiat augait alit Wismod molor sim dolob oreet nit loreet dolorem veleniam, sim dolor ilit iliquat in hen dre vel dolobor adionullaore www.TransPortColorado.com
By All Means
T H E S C H U C K C O R P O R A T I O N
The world
just got smaller.
Broker Namegoeshere, 123-456-7890 Another Broker Name, 123-456-7890 transport@cushwake.com
By All Means
By All Means By All Means
By All Means By All Means
Denver Colorado Intermodal Facility Denver Colorado Intermodal Facility
A Development of The Schuck Corporation
Denver Colorado Intermodal Facility
A Development of The Schuck Corporation
Denver Colorado Intermodal Facility
A Development of The Schuck Corporation
• The Transport Story
• Location
• Intermodal Facility
Informational Materials: Website
We plan to rollout the website in two phases: for immediate needs, we’ll host a few key pages. Over time we’ll add pages based on the survey results, for example.
The web home page for TransPort will be a critical gateway to informa-tion about the project for many of your key constituents. A clean, easy-to-navigate presentation will succeed best considering the worldwide audience.
Informational Materials: Interim Brochure
The immediate need for a marketing piece for a limited distribution might be best accommodated by a deluxe binder capable of holding inexpensive, on-demand, digitally printed materials.
Informational Materials: Final Brochure
The final printed brochure will be an ex-tremely high quality printed promotion that will appeal to the corporate decision maker worldwide. Best-in-class paper, photos, and printing.
On the web, in the mail, and in the media. Targeted and frequent wherever possible.
We are pleased to announce that
WalMart
has selected a 50 acre site for their new distribution center
On-going Marketing
Newsletter
Newsletter
Just think of the possibilities...
Events
Transformit Designs has a stretch span-dex product that would be perfect for TransPort.
Here are two examples of the material being used by Cessna Airplane at a press event.