2. TABLE OF
CONTENTS
PART PART
Introduction
Temple Ad Department...................1
Diamond Edge Comm.....................2
Meet the Team ................................ 3
Message from the Team..................4
Brief
Client...................................................5
Competition.......................................6
Objective............................................7
Challenge...........................................8
Target...................................................9
1 2
4. 1
INTRODUCTION
TEMPLE AD Department
Since 2004, Temple University’s Advertising Department
has grown from an idea to an established program
offering an advanced, comprehensive curriculum that
provides students with the necessary skills, experience
and professionalism to stand out in a competitive and
fast-moving industry.
The experienced faculty offer students a hands on
experience and a strong education to prepare them for
success within their careers. Based on each student’s
personal passion, the Advertising Department is broken
into four separate tracks: Art Direction, Copywriting,
Research, and Management.
Courses are then instructured around each track, allowing
students to sharpen their interests, skills, and understand-
ing of each facet of the advertising industry today. Prior
to graduation, students can either obtain an internship
outside of the university or gain real industry experience
through the Departments’ thriving student-run ad agency,
Diamond Edge Communications.
5. DIAMOND EDGE
COMMUNICATIONS
2
INTRODUCTION
REAL CLIENTS.
REAL WORK.
REAL EXPERIENCE.
Diamond Edge Communications, or DEC for
short, is a student-run ad agency that provides
students with an opportunity to gain industry
experience by producing real campaigns for
real clients. Through in-depth analysis of your
brand, strategic planning, and execution to de-
liver a message to a specific target audience,
students have the ability to create an effective
campaign. This course provides students with
an overwhelming competitive advantage in
the workforce. Past clients include SEPTA, U.S.
Department of State, Alzheimer’s Association,
The School District of Philadelphia, and many
more.
6. MEET THE TEAM
ACCOUNT MANAGER (EXTERNAL): Chelsea Zlotnick
ACCOUNT MANAGER (INTERNAL): Scott Fina
ART DIRECTOR: Jacalyn Shou
ART DIRECTOR: Brittany Cozzens
COPYWRITER: Nicole Fiala
COPYWRITER: Chelsea Rands
3
INTRODUCTION
7. 4
MESSAGE FROM THE TEAM
INTRODUCTION
While working at Diamond Edge
Communications, our goal was to create a
branding strategy for our client, UrbanFarm.
Our team collaborated together and brought
in our individual skills to construct logos,
taglines, and designs & copy for their website.
We hope that our work will allow UrbanFarm
to stand out amongst their competition when
they open. Working with our clients has
provided us with real life experiences and
challenges that we had to overcome. At
the end of it all, working at Diamond Edge
Communications has helped us gained more
knowledge and drove our passion for the
advertising industry.
8. BRIEF
THE CLIENT
URBAN FARM
Late January 2015, UrbanFarm will be giving
new meaning to the healthy living lifestyle.
Planted on 20th and Market Street, UrbanFarm
is a fast casual restaurant that will incorporate
everything one needs to make healthy living a
part of their everyday routine- fresh ingredients,
active lifestyle, and the education to make this
lifestyle a part of your daily life.
For UrbanFarm, it all beings with fresh local in-
gredients. Making sure every dish is free of the
top 6 food allergens in the world: gluten, dairy,
nut, shellfish, and egg. UrbanFarm also offers
both weekly and monthly classes in yoga, pi-
lates, biking and running clubs, and much more.
They have designed their restaurant around a 3
step experience:
1. Pick n’ Choose
Service is market style.
2. Check Out
Your plate is weighed and charged by the
pound.
3. Dig In
Enjoy the freshest flavors Philly has to offer.
5
9. 6
THE COMPETITION
BRIEF
UrbanFarm’s main competitors are Hip City
Veg and Honeygrow. All are located in the
heart of Philadelphia.
Hip City Veg
Hip City Veg targets vegans. They do not
serve any protein or animal products and
instead use substitutes.
HoneyGrow
They target 18-35 year olds who are health
conscious. Honeygrow serves 4 types of
food; Stir-Fry, salads, smoothies, and a
“honey bar” where you mix fruit and honey.
They are limited are on their selection.
11. 8
BRIEF
CHALLENGE
Our team’s challenge is to create a brand-
ing strategy for UrbanFarm so that it can be
quickly and easily defined as a brand within
the competitive market of similar healthful/
fast casual restaurants.
12. 9
BRIEF
TARGET
Our strategy was formed with these targets in
mind:
· Professionals, ages 24-38, of the city of
Philadelphia.
· Male and female residents with interests in
personal health and fitness.
· Temple, Drexel, and University of
Pennsylvania students, ages 18-24
14. 11
STRATEGY
FUTURE PERCEPTIONS
Through elements such as social media, cus-
tomer service, word of mouth and other forms
of advertising, UrbanFarm hopes to establish
their brand as the go-to for fresh healthy
casual dining. The tactics they are utilizing to
establish this brand positioning are:
-fresh local ingredients
-dishes that are allergen free
-gluten free and organic beers, wines
and spirits
-offering classes (yoga, pilates, biking
and running clubs)
15. 12
STRATEGY
STRATEGY
Our goal is to successfully convey that
UrbanFarm encompasses a lifestyle revolving
around both healthy eating and fitness. By
creating a professional, graphical representa-
tion of UrbanFarm, in addition to establishing
digital presence, we will lay the groundwork
for brand awareness within the restaurant’s
target market.
16. 13
STRATEGY
DELIVERABLES
Copy
For the website, we created copy that they
may use for content and may edit further
down the road. We suggested to them to use
a one page design which they are going to
use.
Logo
We have designed a professional logo for
UrbanFarm to use in-restaurant, on social
media, as well as on any personal business
cards or future forms of traditional or digital
advertisement. The logo creates brand
identity through its unique graphical image to
convey the meaning behind UrbanFarm.
19. 16
CREATIVE
COPY
Mission Statements
“We plant ourselves in environments where we
can flourish, grow, and harvest the benefits of our
labor.” UrbanFarm. Dig In.
“Our ingredients come from the freshest places-
your backyard. Home grown & nutrient centered
is our goal.” Urban farm. Pitchfork to plate.
27. 24
CONCLUSION
RECOMMENDATIONS
UrbanFarm should continue to further establish its presence in social
media on numerous websites. This will help to generate buzz via word-
of-mouth marketing before the restaurant’s grand opening date in
2015.
In addition to establishing presence, UrbanFarm should be sure to
maintain presence as well. By monitoring the brand on social media,
certain metrics will become quantifiable, which will ultimately allow the
restaurant to respond in a positive way. There are many free as well as
paid services out there for social media monitoring.
28. 25
CONCLUSION
THANK YOU
We give our thanks to UrbanFarm for giving us the wonderful opportu-
nity to work with them. We had a great experience working with our
clients to help establish themselves as a brand within the city of Philadel-
phia. We feel that our branding strategy will generate interest from the
target market, which in the long term will lead to loyal customers. Thank
you again for choosing Diamond Edge Communications.
