Establish Your Roots
Establish Your Roots
Why Rebrand?
Why Rebrand?
Have you been to the OEC before?
Have you heard of the OEC before?
We wanted to establish an identity for the Outdoor Education Center independent from that of UNC Campus Recreation. In rebranding the OEC to include its vision of self-discovery, team-building, appreciation for nature, and experiential learning, we hope to create an image in which students and corporations alike will find interest and under which the OEC will see itself flourish.
As the Outdoor Education Center encourages participants to find their roots, together as a group, and then build upon goals they have, we have chosen the slogan, “Branch Out,” to head our campaign.
“Branch Out” will encourage participants to continue establishing their roots with themselves and/or their team members, while also inspiring them to grow and reach new heights with their experiences at the Outdoor Education Center.
Through this campaign, the OEC will market itself using its new website, logo, video spots, events, merchandise, advertising materials, media kits, press releases, and other marketing materials.
Rebranding Objectives
Rebranding Objectives
Establish OEC as a reputable organization
Expand marketing reach to students and businesses
Increase participation rates
Increase brand and mission recognition
Raise $2,000 to support continuing work of objectives
Target Audiences
Target Audiences
Students
As the proximity of the Outdoor Education Center to UNC-Chapel Hill’s campus is little known among students, we believe increasing awareness is the first step to increasing participation rates in this group. However, when trying to decide how to market the OEC, we discovered that students overwhelmingly valued “time with friends” over any other motivating factor when planning a weekend activity; therefore, we are targeting student groups by rebranding the OEC as a nearby place to spend time with friends, establish new relationships, and build upon existing friendships will appeal to students more than just “a high ropes course” or “a zip-line” -- however fun and interesting those may be.
Business Groups
Similar to the student target segment, targeted businesses and organizations valued “bonding with coworkers” and “spending time with coworkers outside work” above all other motivations. By marketing the OEC to businesses as a space for group training and building relationships between coworkers, we expect it will appeal to groups looking for a space outside their workplace to connect with their entire team in a more interactive way than is possible in a constrained, corporate environment.
New Brand Image
New Brand Image
There are 3 versions of the logo. The full color one is the main version and the two single-color ones are to support it. The inspiration we used in developing this logo were the visual identity standards for other outdoor centers and programs.
The above color scheme was developed to highlight the natural aspect of the Outdoor Education Center as well as connect it with the parent organization of UNC-Chapel Hill.
