The Esplanade AssociationBranding and Messaging Concepts

Assignment

Create a messaging strategy for the Esplanade Association event, and the period leading up to it

Communicate the accomplishments of TEA

Show the impact you have

Weigh concepts against these goals

Three Campaigns

Touch points at the event

Welcome/Registration

Program

Table

Touch points unique to you

Wine Upgrade

Walk to the tent

Connect back to the message of your organization

Impact

Concept One

See the Esplanade Shine

See the Esplanade Shine

Shining a light on the work the Esplanade Association Does

Connection to Moondance

Illuminate

Inspire

Invest

Showcase 3 key accomplishments

Projects

Programs

Volunteer Program

Concept Two

Discover Your Path

Discover Your Path

Literally

The Path itself and what’s on it TEA is responsible for

Projects

Programs

Volunteer Program

Our Path tonight

Inspirationally

The Importance of a green space in an urban environment

The value of a tree

The value of this piece of land and how it affects the city, the Back Bay and you

Building Community

Concept Three

Celebrating Boston’s Back Yard

Celebrating Boston’s Backyard

Value of this space to Boston Ownership

Stewardship

Invest in Your Community

Care for your back yard

Celebration Celebrate Green Space

Define what’s in it

Celebrate Accomplishments

Programs

Projects

Volunteer Program