TriVision Buzz | August Issue 2011

	Rebranding ImagiNation Learning Center TriVision Studios recently completed rebranding and website development for ImagiNation Learning Center, a non-profit child care solutions provider run by a volunteer board of directors comprised of parents enrolled at the center. Established in 1987 initially as Westfields Play and Learn Center, ImagiNation Learning Center combines affordable child care with a quality educational experience. Throughout the years, as the center’s two locations in Chantilly, Virginia expanded, a profound knowledge base of the child care industry was built, enabling it to become wholly self-sufficient. In 2011, with the intent to rebrand itself and generate a new contemporary image while maintaining the same professional philosophy, the center turned to TriVision Studios for help. TriVision not only participated in the name selection process, but also designed the new logo and website. The first step of the rebranding process consisted of TriVision consulting with the Westfields team to review their existing marketing materials, which included an onsite “discovery” meeting. TriVision initially came up with at least 10 different name ideas for the new brand and after many meetings, the center chose the name “ImagiNation Learning Center.” The team felt this name best depicted the message of “Explore, Experience, Engage”, a slogan which was also generated by TriVision. After the name and logo were selected, TriVision’s creative team designed and printed new marketing materials for the center, which included business cards, letterheads, envelopes and presentation folders. In addition, TriVision performed onsite professional photography of the center's two facilities, as well as their kids and staff members, to be used later for the website and marketing materials. Last month, TriVision completed ImagiNation’s website, ImagiNationLearning.net, which is used as an information hub for parents to keep track of the center’s activities through tools such as an online calendar. TriVision will also be doing the center’s online marketing and SEO services in the near future. ImagiNation Learning Center is the perfect example of a full service rebranding case study, highlighting TriVision Studios’ capabilities to transform any type of organization into a high level, professional entity. To learn how TriVision can revamp the look and message of your organization or website, please contact us at 1.888.600.5528 or design@trivision.tv.


	Video & Photography Coverage of GSA Headquarters TriVision Studios is currently in a 4-year contract to perform the ongoing video and photography coverage of the construction project to modernize the General Services Administrations (GSA) headquarters building in Washington, DC. The $200 million project, which is a joint venture led by Whiting-Turner Contracting and Walsh Construction Company, consists of 700,000 square feet of renovation and a 200,000 square feet addition. TriVision is required to do continuous photography and video coverage of the project site and surrounding properties from February 2011 to April 2015. The footage is used to show the progression of the construction at repeating vantage points at each wing of the building. Both Whiting-Turner Contracting and Walsh Construction are well-established companies with over 100 years history, having completed projects for many reputable facilities in various sectors, including government, military, hospitality, sports, and universities. Some of its completed projects consist of the US Naval Academy, the NIH Building, Ravens Stadium and Yale University, to name a few. To read more about the GSA project go to www.whiting-turner.com.


	The Top 5 Best Ads to Come out of Steve Jobs’ Reign at Apple As Legendary Marketer Steps Down, Ad Age and Creativity Pick Their Top Spots. Perhaps no other modern-day marketer has captured the public's imagination like Steve Jobs. As he steps down as CEO of Apple, Ad Age and Creativity look at some of the ads -- and these are by no means definitive -- that will mark his career highlights reel. "1984" Considered by most to be the best Super Bowl commercial -- and possibly best overall spot -- ever. Well ... is it? "Silhouettes" Apple's next big ad move came during reign 2.0 for Jobs, when he invented the market for portable digital music players. The most memorable iPod ads featured silhouettes dancing to catch pop songs -- and many an audience was turned onto bands from Jet to Franz Ferdinand. "Mac vs. PC" In 2006 came the now much imitated "Mac vs. PC" series. Is it just us, or do John Hodgman and Justin Long look so young in these early spots? These ads, created out of TBWA/Media Arts Lab, used human interaction to display the differences between the PC and the Mac. The name of this one is "Virus." "Calamari" Because it's not the ad, it's the product, as made clear by this blissfully simple ad promoting the introduction of everything the iPhone can do. "Meet Her" Apple shows yet again that it is a master of the heartstrings. Story Courtesy of Adage.com


	If Justin Timberlake Can Bring “Sexy” Back, Can He Bring MySpace Back? Revamped Social Media Site will Emerge Later this Year Against Competitors like iTunes Forget Facebook and Twitter. When MySpace re-launches later this year under new corporate parent Specific Media and creative director Justin Timberlake, the former News Corp. social-networking site will emerge with new competitors like iTunes, Spotify and Vevo in its crosshairs. Al Dejewski, MySpace's newly appointed senior VP-global marketing, likens MySpace's eight-year life cycle to that of a young male adult who found a way to express himself through music but decided to bulk up on things like classified ads and horoscopes along the way. "This young adult male needs to be put on a diet, we need to get it on P90X, clean its system and get back to its foundation. And we've found that foundation is music," Mr. Dejewski told Ad Age. "No other music destination online today can claim the breadth of partnership we have with the four major music labels in addition to the tens of millions of independent artists and the libraries of their songs." MySpace's renewed positioning as a music hub will be introduced through a launch campaign later this year. Mr. Dejewski has tapped two branding agencies, which he declined to reveal, to help enlist celebrities and major brands from the automotive, packaged-goods and quick-service-restaurant categories as promotional partners for MySpace's new brand identity. Mr. Dejewski, a nearly 10-year veteran of PepsiCo who most recently worked on strategic marketing and promotions at Turner Entertainment Marketing in New York, embodies the type of consumer marketing executive Specific Media is looking for to help lead MySpace 3.0. The company's other recent hires include Procter & Gamble vet Vic Catalfamo and former Warner Bros. and CBS exec Jim Knopf. "When you think about the top 10 sites on ComScore, they all have a consumer-facing platform like YouTube or Yahoo or Facebook," Mr. Dejewski said. "Then you get to No. 6, and this weird company called Specific Media doesn't really conjure any image in the mind's eye for a consumer proposition. The people at Specific realize they've built this really successful digital network but they don't really have anything for the consumer, so they're looking for experts, whether it's from P&G or Warner Bros. or me from Pepsi. That way we can help them build that interactive content platform and, more importantly, that compelling position to engage and build users for these websites." As a consumer proposition, MySpace has gotten less and less mass in recent months, beginning the year with 73 million unique U.S. visitors in January, according to ComScore, and entering August with roughly half that base. So the forthcoming ad campaign will be designed to appeal to new users as well as existing and dormant users, through a media mix that will include print, radio and digital outlays as well as a retail component. "We have over 70 million active users globally on a monthly basis, and in the U.S. it's in the 30 [million] to 40 million range right now," Mr. Dejewski said. "It's no small database by any means. While we may have lost some traction to people like Facebook, things like LinkedIn are a very different proposition in my mind. We have a very broad reach and footprint today and one we can capitalize upon, no question about it." Story Courtesy of Adage.com

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The Top 5 Best Ads to Come out of Steve Jobs’ Reign at Apple
As Legendary Marketer Steps Down, Ad Age and Creativity Pick Their Top Spots...
Read More ››

If Justin Timberlake Can Bring “Sexy” Back, Can He Bring MySpace Back?
Revamped Social Media Site will Emerge Later this Year Against New Competitors like iTunes...
Read More ››