Character.org

play overview in a hot minute

our structure . our team . our history

Katherine, Brand Strategist & PR

David, Copywriter

Danielle, Illustrator & Designer

Brett, Designer & Art Director

Majo, Digital PM

Alejo, Chief Developer

Mark, Digital Marketer

Brent, Print Producer

Robyn, Social Manager

Why Play?

Team experience per player, brings strategy along with skill set
We’re true partners with your continued path in branding, digital and marketing
Curiosity first, supported by process delivers success
Relationships matter . John K - Scripts Network, FSU CFA, First Presbyterian
Over ninety percent client retention year-over-year & awards

Character.org via Play examples

needs : Message Strategy . Brandscapes . Logo . Website . Campaign

Supporting documents pre and post exercises:

Brand Pillars, Messaging, Elevator Pitches - Umbrella Doc
Strategy Brief - Umbrella Doc
Creative Brief for Brand - Brandscapes and Logo
Competitive Landscape - Branding
Creative Brief for Campaign (problem & enemy) - Ad Campaign
Information Architecture - Site Tree and Wire Frames

Logo Examples

What makes a successful logo? Simple . Memorable . Ownable . Appropriate

Below are not-for-profit organizations
(click on logo with Example text)

Simplicity Example

Rebrand Example

Website Example

Campaign Example

Brandscape Example

November Youth of the Year leveraging brand created by Play. Event raised over $1M for BGCMA.

Below are for-profit brands

Campaign Branding

Brand Messaging

* created by Player outside of Play

Optimized website examples

Campaign Examples

Below are integrated campaigns that include print, digital, and more

Discussion •

Character
-or-
Character.org

In the late 90’s and into 2000 companies started adding the .com to their name in order to position themselves as technology savvy, resulting in an increase in value on the average of 74% across the stock market.

The 2001 .com recession had the opposite effect of companies shedding the .com to promote “trust”.
See The Atlantic article here.

Purpose Marketing

Player’s take

• Do not create your own purpose

• Look to current movements aligning with brand

• Not-for-profits are often brought in as partners with consumer brands to bring legitimacy to a consumer brand’s purpose

• Often solving a global problem

Examples brands - Sweetwater Brewery, USAA, Bridgestone, Soft Drinks - Water

Reality vs Feel Good

*Player’s take*
• People are hard wired to retain impressions
• Brands must repeat brand indicators on impression for memory
• Advertising works when seen often
• Product must be available when usage intent
• People care about people, not brands
• Sales gimmicks do not work for ongoing relationships as customers do not stick

Famous TED Talk

*Player’s take*
• About finding your *why?*
• Uses Apple as an ongoing example because who doesn’t want to be Apple?
• Based on previous reads, it is hard to imagine people care about your *why?* People care about people, not your brand
*• Why?* is important to position your company for branding, brand consistency of message and ease of understanding for memory
*• Why?* is important for product expansion
• When *Why?* flows into a movement, you connect with an audience who will immediately understand and then accept your brand… in a perfect world

Discussion

Talking points

He Gets Us - naming is a campaign name
Look - defined, photojournalist look that is easy to grab from one impression to the next
Brandscapes would pull this look out before design, allowing consensus without the creative spend
Media buy - Superbowl ads alone $100M. Continue to do huge media buys to include tv, outdoor, print, stadium ads, etc.
Audience is specific. Not for older Christians, but for those who question Christianity