Way Back Inn Project

BackgroundThe purpose of this assignment is twofold. First, will have the opportunity to help an existing small non-profit entity, Way Back Inn, articulate its brand essence (by creating a 6-word story) and its aspirational brand strategy (by creating an aspirational positioning statement). Second, will have a chance to think creatively about the visual identity and design of the Way Back Inn brand, and to make recommendations about its brand elements that are consistent with their proposed brand strategy.Suggested Process1.Review Way Back Inn’swebsite/social media presence, your team’s notes from the introductory discussion with Tonya Ward (Program Manager at Way Back Inn), and any other materials you are given related to Way Back Inn.2.Review examples of 6-word brand stories: http://www.sixwordstories.net3.Create a 6-word brand story for Way Back Innbased onall the information you have. Remember that even if some of the elements remain unwritten (and are just hinted at or implied), the 6-word story should provide insight into the brand and highlight its essence or promise. 4.Develop an aspirational positioning statement for Way Back Inn. This positioning statement is aspirational because it might not reflect how Way Back Inn is currently positioned but how you thinks it should be positioned to allow Way Back Inn to promote its services with the idea of generating greater donation dollars and or volunteers to serve at Way Back Inn. As with all positioning statements, be sure to do the following: Identify a value-based target segment for Way Back Inn to focus on. In other words, think about who this target segment is and why it would be interested in Way Back Inn and its mission and mention this, as well as the corresponding demographics of this group, in your positioning statement.Your statement should capture what is UNIQUE about Way Back Inn. It should also be appealing toWay Back Inn’s target segment that you’ve identified.Make sure you include and identify the key components of a positioning statement that have been discussed in class. I suggest following the positioning statement template discussed in class that identifies each component.Keep in mind that to be compelling, you must be concrete in the support you provide.5.Review the resources I have placed on CANVAS related to design and visual identity (under “Submit”on CANVAS; partial list below): 6.Based on this review and what you’ve learned in this class, does you believe that any of Way Back Inn’s current brand elements (i.e., its name, logo, character, slogan, and website) needs to be modified?If so, feel free to propose what these changes should look like. This is your chance to be creative! Try to change the logo or slogan to be something more creative and capture. Be sure to provide a strategic and tactical justification for changing any brand elements or leaving them unchanged.7.Create a brief Powerpoint presentation that explains and defends your 6-word brand story, aspirational positioning statement, and brand element recommendations for Way Back Inn. This presentation should be 3 slides maximum. 8.In addition, prepare a marketing brochure that fits on a single piece of paper (it can be folded any way you like) that Way Back Inn might be able to include when soliciting volunteers at non-profit events or when marketing to retailers for donations. Be creative, but be sure that your marketing brochure is consistent with the recommendations in your Powerpoint presentation and includes information/pricing about Way Back Inn’ products.