TCR Advanced Proposal_January 2018

RebrandingTCRProposal: TCR AdvancedBranding Identity | Communication Collaterals | Marketing Campaign www.goTotallySocial.com

goTotallySocial.comWe eat, sleep and breathestory-based design thinkinggoTotallySocial.com is a new agemulti-media agency specializing inthe use of human-centric creativeintelligence to inspire your consumers.As an independent full-service creativemedia agency, goTotallySocial.comspecializes in:Branding | Marketing | Social Media | PR | DIGITAL TECHNOLOGY | Print PublicationWe think big for HUMAN-CENTRIC DESIGNpeople who think big Our world-class creative team excels inWhether you are shaping a new idea or sketching visually stunning, original, andgrowing a legacy; you need to design compelling illustration across mediumsliving identities and engaging stories which demand a second-look and isthat are fit for the moving world. recognizable at a glanceThis is the era, where attention leads to COHESIVEengagement and engagement builds COMMUNICATIONtrust. Our interaction driven marketingis the absolute future of communication. Language is a vital part of bringing a brand to life. A story roadmap with curated andWe have an array of visualizers, distinctive content ensures that the writtenwriters, community managers, trend word is aligned with the brand personalityresearchers, developers, marketers,technicians, editors and animators, all TECHNOLOGY & PEOPLEworking towards one common goal- to COLLABORATIONblow your mind. We act as a one-stop funnel for all third- party technology and media buying. As pycohroauvnrindeterluscstotreamtdemgWumicnaEiincrkasDeitgitoiOhnntgs cCtooaRndesEvnisosAtuceTarnetcIeyVc,roaEwsnsde- cost optimisationMail us: [email protected] Transforming businesses for growthVisit us: www.gototallysocial.comCall us: +91.7406226789

BRAND IDENTITYIdeate: Customized Brand Definition & StrategyDuration: 8 Weeks | Cost: INR 1,50,000I. Brand Strategy GTS will conduct three to four detailed interviews withInternal and External the key internal stakeholders:Research - To establish a clear understanding of the services offeringsSecondary Benchmark - Gain a view into the short term and long term businessResearch objectivesProcess - Firm up the expectations from the branding exerciseDeliverables - Establish the strengths, capability areas and key differentiators for establishing this brand - Understand the collaboration with its wide set of stakeholders in detail to bring the context in creating brand architecture, brand identity and brand experiences while keeping into perspective how services will be delivered goTotallySocial.com would focus on secondary research methods to study the benchmarks of the industry. The objective of this research would be to: - Establish the trends that are of high impact to the industry - Evaluate competition in the segment, their product/ service mix, positioning platforms and communication strategy - Branding Workshop X 2 - Interviews with the key stakeholders - Secondary research - Brand promise: This is the central guiding concept that expresses the essence of the company. It describes the emotional benefit our customers derive from the brand - Brand Expression: This is the outward expression to reinforce the brand proposition in a single, short statement. The tagline is the centerpiece of all communications - Brand Personality: Defining the set of qualities to create the attributes that will affect the way the brand communicates and is perceived in the market - Brand Voice: This establishes the tone and style of voice for verbal and written communication

- Service positioning statement: The document clearly establishes the offerings and becomes an ownable point of view which delivers genuine value to consumers. This includes, who we are, what we do, what we offer, client advantage, words that defines us, hashtags and triggers - Brand Purpose: This establishes the mission, vision and core values that will become the inspiration for delivering the brand - Brand architecture to establish a link between partners and all sub-brands that it may have keeping into perspective future expansion of operationsDocumentation - Research findings and analysis in the form of a presentation - The brand style guide establishes the rules and guides to maintain a consistent identity system to be used throughout all marketing and external communications. - The brand visualization document will lay down the approach towards the brand, put down recommended plan of action to position the brand and create the right perception in the marketII. Visual Expression: We will help define the brand in a way that stakeholderscan easily recognize for what it stands for. It includes the following process anddeliverables-Process & Deliverables This stage will involve capturing the expected brand identity and designing a new personality that will become the primary element of recognition and image building, helping it to differentiate from peers and competitors while building the basic framework for consistent communication. - Primary Logo Artwork: The story behind the shape, style, color and words - Color palette definition for communication design - Iconography, Illustrations and other graphics elements to communicate the service offerings - Font Typography development for print and digital communication - Visual language and brand pattern for distinguishing the brand clearly and help in communication design - Brand imagery/photo shoots style and reference selection - Asset Usage and clear space: Logo usage in alternate backgrounds - Unacceptable Usage: A few rules are necessary for maintaining the integrity of the brand without compromising the overall look of the logo by rotating, skewing or distorting in any way

COMMUNICATION COLLATERALSEstablish: Brand Experience Touchpointswith CustomersDuration: 16 Weeks | Cost: INR 3,50,000I. Marketing Experience - PowerPoint Presentation with Template x 1 (upto 30Templates slides). Content to be shared by the client team and refined by GTS team - Case Study X 1 (1 cover + layout + art work for 2-4 pages). Content to be shared by the client team and refined by GTS team - Service Leaflets x 6 (1 cover + layout + art work for 4-6 sides). Content to be shared by the client team and refined by GTS team - Whitepaper X 1 (1 cover + layout + art work for 2-4 pages). Content to be shared by the client team and refined by GTS team - Newsletter X 1 (Email Format). Content to be shared by the client team and refined by GTS team - EDM X 1 (Email Format). Content to be shared by the client team and refined by GTS team - Press Release X 5. Content template kit to be used for media purposes post milestone events - Recruitment Kit X 1. It will include all the documents used for hiring purpose including job description and job offer letterStationery & Internal - Email signature x 2 (Phone + Mail)Collaterals - Letterhead & continuation sheet x 1 - Business card x 1 - Posters x 30 - Envelopes x 2 - Reports x 2 - Generic corporate folder x 1 - Photoops Backdrop x 1 - Certificate x 1 - Standee X 10 (For all core services) - Hoardings & Boards (Outside Office) X 1 - Corporate Profile (Digital) for Business development, to be used as mail attachment - Corporate Presentation (Digital) for Business development, to be used for in-person meeting - Print Brochure, short profile on company overview (less than 20 pages) - Service Brochures X No. of ServicesBrand Manual - Employee Handover: Training staff members on the usage of templates and ensure optimum transition into the branding platform with guidelines for using the identity correctly and checklist of flags/incorrect usage

II. Digital Experience: WebsiteDynamic Parallax Single End-to-end website development and maintenancescroll Website as admin for a period of 12 months including wireframe and sitemap design, content structuring, visual/graphical enhancements (stock and actuals), typography for content placement and website look, feel and development. Cost on actuals for domain purchase, hosting and maintenanceiii. Digital Experience: Social Media (Non-Video)Create Online presence Develop a social media strategy and executionon Social Media (top plan across relevant platforms (including Facebook,3 channels- Facebook, LinkedIN, Quora, other industry aligned platforms):Twitter, Blog, - Activate social media presence as Admin andInstagram, LinkedIN, ensure complete vetting of all postsQuora) - Define success metrics and budget for the online engagement (page likes, post shares, comments etc) - Custom Social Media Calendar with themes on showcasing personal talent, milestones and thought leadership topics scanned from current industry trend and expectations from online campaignsHighlight individual - Taking ownership of the current social mediateam members of the accounts as Admin and ensuring complete vettingcompany and their of all postssolutions on social - Highlight solutions (resulting from failure analysismedia work that the company does) on social mediaiv. Digital Experience: Social Media (Video Blog)Create a script for - Strategy brainstorming: Goal, target audience, callyoutube based vlog to action, style and tone of delivery (funny, cocky,that should be a academic etc.)weekly feature similar - Delivery Approach: Mix of How-To, Presentations/to the “watchuwant” Speeches, testimonials, discussion & debates,channel on youtube product instructions or demonstrations etc.(will explain on phone - Script: Balance of several beginning approach (Solvecall) A Problem, Open With A Question, Share A Personal Story, Introduce Yourself, Start In The Middle) to ensure compelling, conversational approach - Storyboarding: Brief description and the pictures of shots and frames

MARKETING CAMPAIGNNurture: Brand Implementation,taking the brand forwardDuration: Monthly Retainer |Cost: INR 45,000 per monthI. Marketing Experience: Collateral Roll-outs as ongoing supportBlog Updates On demand creation of new or modification/updation of:Social Media - Blogs: Driven by events / milestones(non-video) Posts - Interviews: Upto 1 interviews of Internal Thought leaders and industry experts for 3rd party media promotionSocial Media (VideoBlog) - Ghost blogging on behalf of in-house expert (from theirWebsite Maintenance profile) to position them as Industry Experts on online& Updates platformsUpdate all - Curated industry updates and trends / videoscommunication and - Original Micro Posts with Call-to-Action Copywritingmarketing collaterals and custom graphic edits (upto 2 per week)(upto 7 per month) - Interaction Management: Comment Response &including Audience engagementbrochures, email - Paid advertising campaign: Design & Implemen- tationcentric newsletters of seeding strategy of above posts with influencers toand press release kits build buzz (Cost on actuals) Create a series of VideoBlog with 60 video / 6 season / 12 month (once a week). Implement strategy and execution plan for end to end Video Project Management including delivery approad, script, storyboarding As an admin for the website, manage & update: - Forthcoming events / workshops - Recent Milestones / certification / office updates - New Hire Updates: Under Team Member - New Project & Client updates - Update Download section, links etc. Based on the centralised templates, align the design and content of the collaterals to ensure: - Content reflects the current branding initiative and in line with the website - Both print and web ready formats with high quality images (stock or actual) reflecting the aspirations of the target segment - Driven by events / milestones, conduct interviews of internal thought leaders and external experts / clients of TCR for 3rd party media promotion

goTotallySocial.comTruLeap Ventures LLP153 Wheelar Road, Frazer TownBangalore-560005T +91.7406226789E [email protected]