Inspiring a New Generation After School
East Hampton, NY
 
 
Screen Shot 2019-03-19 at 10.18.38 PM.png

Branding and Marketing Strategy

March, 2019

 
 
 

 01 - Intention

Awareness And Clarity

Project MOST was created in 2000. After almost 20 years, it seems that a recurring question is still: “what is project most?” While creativity, imagery, fun graphics, etc. are all of essence in this project, the most concentrated efforts are in creating clear awareness on what is Project MOST. This means really simple headlines like: “What is Project MOST?” alongside FAQ sections, and practical imagery. It also means offering plenty of geographical orientation on where it is and direct call’s-to-actions on how to sign up. And then, creating a strategy that will drive more people to the website, through both SEO and Social / Email marketing.


Screen Shot 2019-03-21 at 6.30.45 AM.png
 
 
 
 

02 - Story & Positioning

Key Elements of project most

These are essential words that represent the Project MOST story. They are common threads that help guide the story and marketing across the website, social media and other digital platforms.


 

Children first, Faces

Project_Most_East_Hampton_Hamptons_After_School_0131.jpg
 
 

empowered by a community that cares

 
IMG_2551.jpg
 
 

offering new, engaging experiences

 
Project_Most_East_Hampton_Hamptons_After_School_0141.jpg
 
 

that nourish the human spirit

 
Project_Most_East_Hampton_Hamptons_After_School_0181.JPG
 
y_blue.jpg
 
 

 03 - Graphic Content

Fun and modern

The graphics for the website and other platforms need to be fun - after all, this is a children’s after school program! Always add a modern surface and structure, and these fun graphics will have a sophisticated home. The brand will engage with some of these fun forms, which appeal to parents and community members and sell Project MOST as a product that their children can be a part of. The modern structures and design will appeal to donors and other interested parties, portraying an image of a very organized organization.

 
 

Fonts


________
Mostra nuova


________
Marcellus

________
Report School


________
Report School

 

H1 - Mostra nuova
abcdefghijklmnopqrstuvwxyz
0123456789
singular page Titles
Has a touch of fun


H2 - Marcellus
ABCDEFGHIJKl
0123456789
Page section titles


H3 - Report School
ABCDE
0123456
Write a paragraph a little bit bigger.


P (paragraph) - report school
Write a normal paragraph

abcdefghijklmnopqrstuvwxyz - 0123456789
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Lorem ipsum dolor sit amet, usu an augue delenit, est nominavi voluptua maiestatis ne, iudico inimicus quo id. Cum ut mucius sensibus, per nostro aliquip assueverit no. Ei mei odio principes referrentur, an eos inani vivendum.

 

Another option - Give you glory ?

Screen Shot 2019-03-21 at 8.51.10 AM.png
 
 

Colors


#1578bf

#1578bf

#4aa043

#4aa043

#e93d75

#e93d75

#fbcf2f

#fbcf2f

 

Solid background colors


Screen Shot 2019-03-21 at 7.54.21 AM.png
 
Screen Shot 2019-03-21 at 8.23.17 AM.png
 
 

Details, buttons, form


 
 
Child's name *
Child's name
Checkbox
Date of Birth
Date of Birth
 

Timeline


Header 1

JAN 3RD 2017

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Maxime ipsa ratione omnis alias cupiditate saepe atque totam aperiam sed nulla voluptatem recusandae dolor, nostrum excepturi amet in dolores. Alias, ullam.

Title

DATE OR SUBTITLE

Adipisicing elit. Maxime ipsa ratione omnis alias cupiditate saepe atque totam aperiam sed nulla voluptatem recusandae dolor, nostrum excepturi amet in dolores. Alias, ullam.

Title again

FEB 2ND 2017

Dolor sit amet, consectetur adipisicing elit. Maxime ipsa ratione omnis alias cupiditate saepe atque totam aperiam sed nulla voluptatem recusandae dolor, nostrum excepturi amet in dolores. Alias, ullam.

Last

MARCH 10TH 2017

Lorem ipsum dolor sit amet, consectetur adipisicing elit. Maxime ipsa ratione omnis alias cupiditate saepe atque totam aperiam sed nulla voluptatem recusandae dolor, nostrum excepturi amet in dolores. Alias, ullam.

 
 

04 - Site map

Architecture of website

Discuss needs. How do people search the pages?


 
 

Explore Programs

  • Health and wellness: gardening cooking, and nutrition, Yoga, Double Dutch jump rope, swimming, family cooking workshops, family meditation workshops,

  • Arts and culture: visual art, storytelling, culture club, dance and movement, circus arts, songwriting, sound recording, family art workshops,

  • STEM: Mad Scientist Club, Family Science program, Engineering, Cyber Club

  • iGrow - Summer

  • Family Programming

  • 1 more?


Get Involved

  • Parents: information, english and spanish, photos of kids, embed calendar, tuition, parent resources, (could also be articles, etc), why send your child here?

  • Volunteers: who are they, community service for high school kids

  • Staff: forms, staff requirements, pics of staff working with kids, adults, young kids, (who’s most important?)

  • Donors (also a donate now page), donors on the “about” section, and donate spotlight - donors everywhere!


Stay Connected

  • Instagram, Facebook, Newsletter, Contact


Donate Now

  • Discuss this and if there are multiple ways to donate

 

Calendar

  • includes all the events: Gala at Novas Arch, Empty Bowls, Truth Training, EH Indoor, 5 de Mayo, Lions Club, Cocktail Bar at Julie Gallery, Hampton Racket, Stephan Talkhouse, Golden Eagle, EH Village Fair, EMP. Also include “Fall @ PM begins” etc.

About us

  • History

  • Mission

  • Community

  • Sponsors (is there a difference between sponsors and donors?)

  • Team

  • Press

News & Blog / Community Spotlight ?

  • Community Spotlight

  • Donor Spotlight

Contact

 
 
 
 

06 - STORY

Content we need

What are we missing?


COPY

Create list to send


PHOTOS

Review where all professional images are
And any other images
We are good for now, but during the build out of the site, we may need more


VIDEO

Produce a clean video, faces

PHOTOSHOOTS TO PLAN FOR MID APRIL, FINAL STEP
EMILY WATSON



 
blue.jpg
 

 

 

 07 - Marketing

HOw to get people to the site

Search Engine Optimization / Local Search Optimization / Social Media / Email Marketing


 
 

Seo

  • Architecturally well structured website

  • Site speed

  • Page Titles and URLs

  • Key term integration

  • Strong Content

  • Call’s-to-action, keep public on site

  • Image optimization, size, names, and meta data

  • Find and create backlinks

 

Local Search

  • claim + optimize google

  • claim + optimize bing

  • claim + optimize Yahoo

  • claim + optimize Yelp

  • Mommy Poppins

  • Other local local platforms (any others?)

  • (note: coach on using them to promote)

  • Optimize social media profiles


 

Social Media, Email Marketing And Call’s-to-action

Push.

 

You will soon have a website that will need more attention: projects to add, blog updates, etc. This will be more work, but each time you update the site, it gives you an excuse to promote something.

I would imagine your ongoing marketing to be a mix of promoting stories from Project MOST, from the community, from Donors, and teachers that you have there. It would also tell the story of the East End, and East Hampton specifically. We should look at uncovering old photos in order to create an archive and show how long PM has been here. We can promote other organization too, and local businesses that sponsor you.


NEWSLETTER

This could work in a few different ways. I would say, always promote upcoming events. You could also have a seasonal newsletter with the “what’s happening” from that season. You can use the newsletter to promote a blog post as well.

INSTAGRAM & FB

The content from the website, blog and newsletter will supply a lot of what you need for social media. You can break down content with the newsletter and blog, each one can act as a guide to a few different posts on Instagram, and maybe one paid post on Facebook.

Again: donors, sponsors, teachers, volunteers, students and happenings at the programs, before and during shots from all events, other community spotlights, local organizations and businesses, proud to be on the East End imagery of nature and culture. Use it as a learning tool, show people that kids need a bit of everything to become well rounded.

 

Calls-to-action:

Register, Donate, Volunteer with us, work with us. Also, footer will contain mirrored menu and nav. Also, in a section like “Explore Programs,” after finishing one section you are called into the next section, to continue exploring. All blog posts have “previous” and “next.”

 
 
fin.jpg