Proposal for Rebranding MYER Website

Executive Summary

The objectives for this rebranding project are to modernize and update the
website and bring it to life with bright colors and a fresh new Logo. Show some
pizzazz, style and add some amazing new interactive technology to browse the
site longer.

Interactive Elements, Databases & Programming

Since the Web is an interactive medium, users expect a high degree of

interactivity. The more interactivity offered at your site, the higher its success and
visitation rates will be. You may want to consider using a personalization
application / service, file downloads, audio file(s), video clips), etc

Proposal for Rebranding

Table of Contents

CONTACT DETAILS
CONFIDENTIALITY AND DISCLOSURE
INTRODUCTION
EXECUTIVE SUMMARY REBRANDING
Reference
1.0 REBRANDING
1.1 REBRANDING WELL - MEANS STAYING RELEVANT
1.2 IT ALL STARTS WITH A LOOK
2.0 WHAT ARE THE BENEFITS OF REBRANDING WITH US?
3.0 COMMUNICATING WITH YOUR CUSTOMERS
3.1 PODCASTS
Reference
3.2 VOD
Reference
4.0 REBRANDING EXAMPLES: NEENAH PAPER
4.1 INDUSTRY: PAPER MANUFACTURING
SUMMARY
4.2 NEENAH PAPER
Figure 1: Before & After Rebranding Images
5.0 REBRANDING EXAMPLES: SWISS LIFE
5.1 INDUSTRY: FINANCIAL SERVICES/INSURANCE
SUMMARY
5.2 SWISS LIFE - BEFORE IMAGE AND REBRANDED IMAGES
Figure 2: Before & After Rebranding Images
6.0 MYER WEBSITE NOW
Figure 3: Current Website Design
7.0 SWOT – ANALYSIS
Appendix B
8.0 REBRANDING PROPOSAL
9.0 PROJECT OVERVIEW:
9.1 PURPOSE AND OBJECTIVES:
9.2 BUSINESS JUSTIFICATION:
9.3 YOUR RELATED PROJECTS:
9.4 MAJOR RISKS:
9.5 SCOPE:
9.6 TERM AND QUALIFICATIONS:
9.7 DELIVERABLES:
10.0 REFERENCES
1) http://mm1projects.wikispaces.com/
What is Rebranding? Accessed 21st July 2007
2) http://www.media.com/wd-dat-p.asp
Interactive Media content Podcasts: Accessed 25th July 2007
3)http://www.media.com/wd-dat-p.asp
Interactive Media content VOD: Accessed 25th July 2007
APPENDIXES
A. CUSTOMER SURVEY
B. SWOT ANALYSIS

NG
1.0 Rebranding
1.1 Rebranding well - means staying relevant.

Assumptions made when the brand was established may no longer hold true.
You need to analyze changes in target markets when exploring opportunities for
brand expansion, repositioning and revitalization. And don’t just think the brand is
only the logo, stationery or corporate colors.

Brands encompass everything from customer perception and experience to

quality, look and feel, customer care, retail and web environments, the tone and
voice of communications, and more. With your online business, it can be a matter
of updating the look of your website and adding a new logo, company colors and
use interactive technology to enhance your customer’s experience.

Revamping the way you look can refresh your image and attract a wider
audience. It all starts with a look. Creating a professional identity for your
company shows that you care about the way people view your business.
It shows your unique character.

Bottom line: It sets you apart from the competition. Stand out in any crowd with a
logo that's smart, professional and unforgettable. That’s why we offer high-end
logo design and business technology solutions at prices any company can afford.
That's why we guarantee our designs will be striking, professional and
unforgettable. It will get people talking about your Company. It will inspire trust
and company loyalty. It will drive your Business to a new beginning.

2.0 What are the benefits of Rebranding with us?

Real results – A new look and feel for your Company website. Fresh new ideas
with the use of modern technology. We let you put your insight and expertise
about your own business to work we listen. You get a great logo design.
Quality and convenience – Nothing is more important to us than helping you
create a quality logo design and website with color-matching style and great use
of modern technology. You’ll have immediate access to the logo design in a
variety of formats.

Outstanding customer service – Any concerns in regards to any stage in the

process; you can expect a quick and helpful response to your questions or
concerns.

We guarantee our services – Our Guarantee is simple: If you don't love your
rebranding, you don't pay a cent. If at any point within the first 30 days you're
unsatisfied with your rebranding, we'll happily refund your money less agreed
fees and the return of all design materials. We're in business to help your
business look great. If your rebranding doesn't shine, neither do we.
No gimmicks, no hassles, no hoops to jump through.
NDING EXAMPLES
4.0 Rebranding Examples: Neenah Paper
4.1 Industry: Paper Manufacturing Summary

"The way we've sold paper over the past 150 years is not the way we will sell it
going forward." That, from our initial agency interview, was permission to change
everything.

Challenge

Seeing the papers at the mill, in isolation from their marketing materials, even the
young designers responded positively to them. Each of Neenah's paper offerings
was so narrowly focused on perceived audiences that it practically barred entry
to others. Product names such as Classic Linen, Classic Laid and Classic Crest
and applied aesthetics were more prominent than the brand.
 Strategy

Sell Neenah first. Individual products come and go in time. The brand lives on.
Flip the hierarchy. Chances are if someone likes using one Neenah paper they
will try another.

Result

High positive feedback from designers and sales team.

Environment, our first rebranded line rose 30% in the first year.
Brand collateral is now consistent.

4.2 Neenah Paper

Figure 1: Before & After Rebranding (Photos examples)

MYER WEBSITE NOW

6.0 Myer Website Now

Change the look :

 Black and white is so out of date and so plain
 No use of modern technology
 No interaction with customers

Figure 3: Current Website Design

 7.0 SWOT – Analysis

Strengths
 Advantages of Company history
 Capabilities
 Competitive advantages
 USP's (unique selling points)
 Resources, Assets, People
 Experience, knowledge, data
 Financial reserves, likely returns
 Marketing - reach, distribution, awareness
 Location and geographical
 Price, value, quality
 Philosophy and values
 Reputation, presence and reach
 Old Loyal customers

Weaknesses
 Gaps in capabilities
 Own known vulnerabilities
 Reputation, presence and reach
 No new customers
 Product predictability
 No modern products
 Dull graphics
 Bland colour scheme
 Old fashion look
 No distinctive logo
 No interactivity
 Opportunities
 Global influences
 Market developments
 Business and product development
 Technology development and innovation – interactivity
 Update website – modern look
 Add Video clips
 Add podcasts
 Industry or lifestyle trends
 Competitors' vulnerabilities
 Niche target markets
 Change product lines
 Attract diverse group of customers

Threats
 New technologies, services, ideas
 Market demand
 Competitor intentions - various
 Seasonal, weather, fashion influences
 Loss of key staff and customers
 Boredom
 Boring website

8.0 Rebranding Proposal

PROJECT NAME: MYER REBRANDING

Project Manager: JUDY BEDDONI
Proposal Rev and Date: 30th September 2007
Project Commencement: 30th January 2008
Target Completion: 21st February 2008
Total Budget Estimate: $10,000.00 depends on any changes
9.0 Project Overview:

9.1 Purpose and Objectives:

The main objectives for this rebranding is to modernize and update the website,
bring it to life with bright colors, pizzazz and a fresh new Logo design and add
some amazing technology.

Interactivity podcasts to listen

Videos presentations to watch
Interactive mannequin to dress
Our aim is to revamping your websites look; we can refresh your image and
attract a wider audience.

9.2 Business Justification:

It has been a long time with the same look and change is needed for your
company to continue to grow with the changes of technology and other
competitors.

9.3 Your Related Projects:

Your company needs to update and modernize product lines (e.g. designer
labels etc)
Supply video content (e.g. fashion parades, cosmetic demonstrations etc)
Supply Audio content (e.g. information on topics of interest, next fashion parade,
etc)
9.4 Major Risks:

The benefits to your business far outweigh any risk you may believe are involved.
If rebranding is not considered the risks are far greater.
Loss of the loyal customers and line in your business profits.

9.5 Scope:

The project is entirely feasible our team is all professionals

Audio content to listen to (we can arrange audio content production)
Video content from company (we can arrange for the production of any video
content)
Pictures of clothing lines for mannequins (we can arrange the photographer)

9.6 Team and Qualifications:

Project Manager x 1
Overseers the whole project from start to finish
Reviews stages with your company for approval

Graphic Designer x 1
Creates logo and web design colour scheme
Creates the website splash page design and menus

Website Development Team x 2

Develops the web layout structure for placement of content
Develops the CSS Styles and html for the layout
Script language Programmer x 1
Develop scripting language for site

Video Technicians x 2
Produce and edit video for uploading to website

Audio Technicians x 2

9.7 Deliverables:

Diverse group of customers.

Higher profit margin.
Logo design.
Corporate Colour coordinated website.
Incorporate podcast recordings and video for customers to view on website.
Interactive mannequin (e.g. customer would upload own image and try clothes
on)
Corporate coloured coordinated Stationary.