5 summary
Hillaryh33 
MilestoneTwoGuidelinesandRubric.html.zipMilestone Two Guidelines and Rubric.html
COM 431 Milestone Two Guidelines and Rubric
Overview
In Milestone One, you evaluated the current and ideal state for a franchise restaurant brand to get a better sense of the franchise’s target audience and the organization’s mission and goals. You then used the evaluation to make general recommendations for brand extensions, brand revisions, and communication strategies. In Milestone Two, you will take these recommendations into account along with what you have learned about brand alignment, identity, and equity to develop a new brand style guide.
Scenario
You work for a communication consulting firm and have a contract with Pasta Amore, a restaurant franchise. In an effort to meet market demands while still maintaining brand alignment to their corporate mission and vision, Pasta Amore is looking to rebrand to be seen as more health conscious, sustainable, and modern.
The franchise needs you to both create specific brand elements and provide guidance on building and maintaining the brand. You have been asked to conceptualize a new brand strategy and present it to organizational leaders for their review.
Prompt
Develop a new brand style guide based on your recommended brand strategies from Milestone One. The new brand style guide should help better reach the needs of Pasta Amore’s target audience and existing customer base. It should also help maintain consistency and alignment throughout the organization. Use the Pasta Amore Case Study document and your Milestone One submission to support your work on this assignment.
Specifically, you must address the following rubric criteria:
- Building the Brand: Develop a new Pasta Amore Brand Style Guide to better reach the needs of your new target audience and existing customer base. To do so, complete the following:
- Mission, Vision, and Values Alignment: Describe how alignment to the brand’s mission and vision will be maintained in the suggested changes to the style guide and brand strategy.
- Leveraging Existing Equity: Explain how existing brand equity will be leveraged to maintain customer loyalty.
- Brand Identity and Personality: Describe the brand identity and personality based on the organization’s mission, vision, and target audience.
- Tagline: Develop a tagline that expresses the organization’s mission and personality, and describe how the tagline can be incorporated into internal and external messages.
- Visual Brand Elements: Evaluate new logo, typography, and color palette concepts provided in the Pasta Amore Visual Brand Element Concepts document. Then, select the one that best reflects the organization’s new direction and extended target audience. Briefly explain how it is representative of the new brand.
- Brand Channels: Identify five appropriate communication channels to effectively promote the new brand. Briefly explain how each channel is representative of the new brand and appropriate for the identified target audiences.
What to Submit
Brand Evaluation and Style Guide Your submission should be a 500- to 750-word Word document divided into two sections. Any sources should be cited according to APA style.
- Section One (which you completed in Milestone One) should include your evaluation of the existing brand components and consumer data to determine which aspects of the brand can remain and which need to be revised.
- Section Two (for Milestone Two) should include your newly created organizational brand style guide. You should include images of visual elements (such as the logo, typography selections, and color palette) in this section.
Milestone Two Rubric
| Criteria | Exemplary (100%) | Proficient (85%) | Needs Improvement (55%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Mission, Vision, and Values Alignment | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Describes how alignment to the brand’s mission and vision will be maintained in the suggested changes to the style guide and brand strategy, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include providing further examples and actionable tasks to clarify how recommended changes will maintain the brand’s alignment to its mission, vision, and values | Does not attempt criterion | 18 |
| Leveraging Existing Equity | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Explains how existing brand equity will be leveraged to maintain customer loyalty when implementing recommended changes to the brand and communication strategy, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include clarifying examples of existing brand equity | Does not attempt criterion | 14 |
| Brand Identity and Personality | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Describes the brand identity and personality based on the organization’s mission, vision, values, and target audience, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include more closely aligning the brand personality to the organization’s mission, vision, values, and target audience | Does not attempt criterion | 15 |
| Tagline | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Develops a tagline that expresses the organization’s mission and personality and how its identity and personality should be used in internal and external communications | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include developing a tagline that is more effective or reflective of the organization’s mission or personality | Does not attempt criterion | 14 |
| Visual Brand Elements | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Selects one of the provided brand-element concepts (i.e., logo, typography, or color palette) and explains how it reflects the organization’s new direction and extended target audience | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include adding a stronger justification (i.e., more evidence of alignment and audience engagement) to support the selection | Does not attempt criterion | 14 |
| Brand Channels | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies appropriate communication channels to effectively promote the new brand and briefly explains how each channel represents the new brand, using supporting evidence | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying more appropriate communication channels based on the brand’s personality and target audience or adding more evidence to support the rationale | Does not attempt criterion | 15 |
| Articulation of Response | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose | Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability | Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas | 5 |
| Citations and Attributions | Uses citations for ideas requiring attribution, with few or no minor errors | Uses citations for ideas requiring attribution, with consistent minor errors | Uses citations for ideas requiring attribution, with major errors | Does not use citations for ideas requiring attribution | 5 |
| Total: | 100% |
course_documents/COM 431 Pasta Amore Case Study.pdf
1
COM 431 Pasta Amore Case Study
Overview Pasta Amore serves authentic Italian cuisine in a warm, welcoming, family-friendly environment. The franchise has over 30 locations across the Midwest, with plans to expand. In recent years, customer traffic has steadily declined across all locations, and customer feedback repeatedly notes that they would like to see more vegetarian and vegan options, more sustainable practices, and updates to menus and decor. Reviews online often use the term “dated” when describing the restaurants, but also describe the food as “great classic Italian cuisine.” To increase traffic and prepare to expand, the franchise has decided to rebrand.
Consumer Data Current Customer Base The following information was compiled from a customer feedback survey. Frequency of visits to Pasta Amore:
• 60% of respondents visit Pasta Amore 1 to 2 times a month • 20% of respondents visit Pasta Amore 1 to 2 times in six months • 15% of respondents visit Pasta Amore 1 to 2 times a year • 5% of respondents visit Pasta Amore 1 to 2 times a week
Age:
• 50% of respondents were aged 35 to 54 • 25% of respondents were aged 55 to 75 • 25% of respondents were aged 18 to 34
Average meals eaten out per week:
• 50% of respondents eat out once a week • 25% of respondents eat out more than once a week • 25% of respondents eat out less than once a week
Geographic area:
• 40% of respondents live in urban areas (Chicago, IL; Cleveland, OH; Cedar Rapids, IA) • 35% of respondents live in suburban areas (Lakewood, OH; Novi, MI) • 25% of respondents live in rural areas (Dixon, IL; Bayfield, WI)
Number of persons in household:
• 40% of respondents have two-person households • 25% of respondents have five-person households • 15% of respondents have four-person households • 10% of respondents have three-person households • 5% of respondents have households of six people or more • 5% of respondents have one-person households
Most satisfied with Pasta Amore (ranked):
1. Cost 2. Quality of service
2
3. Family-friendly dining 4. Taste 5. Reliability
Least satisfied with Pasta Amore (ranked):
1. Ability to meet dietary preferences 2. Healthy options 3. Atmosphere 4. Sustainability 5. Convenience
New Target Audience Segmentation
Audience Segment
Description
Age Range
Income Range
Education Level
Family Life
Additional Information
Up and Coming 25 to 44 Upper- middle
College graduate
Mixed • Includes recent college graduates
• Tends to have a healthy, active lifestyle
• Prefers vegetarian and vegan options
• Supports businesses that are ethical, sustainable, and community focused
• Homeowner/renter mix • Average to above-average
technology use • Tends to have less
disposable income Growing
Neighborhoods 25 to 45 Low-
middle Mix Couples
with kids • Is ethnically diverse • Supports businesses that
are active in the community
• Expects a kid-friendly dining environment
• Has experience working in retail or service industries
• Mix of renters and homeowners
• Average to above-average technology use
3
Audience Segment
Description
Age Range
Income Range
Education Level
Family Life
Additional Information
Retired 55+ Upper- middle
Some college
Children moved
out
• Has traditional values • Supports businesses that
are ethical, sustainable, and community focused
• Appreciates practicality and simplicity
• Typically owns home • Prefers print media over
digital • Is ethnically diverse • Tends to have more
disposable income Consumer Attitudes For the past two decades, Pasta Amore has been a popular Italian restaurant franchise. Returning customers have expressed their appreciation for the delicious food and generous portions, as well as the average price point of entrees at around $15. Customers also enjoy knowing that the menu and experience from location to location are the same, allowing them to enjoy their favorites wherever they are in the Midwest. Customer feedback repeatedly notes that they would like to see more vegetarian and vegan options, more sustainable practices, and updates to menus and decor. Reviews online often use the term “dated” when describing the restaurants, but also describe the food as “great classic Italian cuisine.”
Competitive Analysis In the past, the primary competitors for Pasta Amore consisted of regional and national restaurant chains such as Olive Garden, Carrabba’s, and Uno, all of which catered to a similar audience, had a similar price point, and were able to offer similar experiences at various locations. In more recent years, the primary competitors have shifted from chain restaurants to more local establishments who emphasize sustainability, farm-to-table ingredients, and healthy options for a variety of diet preferences (gluten-free, vegetarian, vegan, etc.); however, these options tend to be more expensive and less kid- friendly, and often require making reservations days in advance. Some competitors have added curbside service and partnered with delivery services such as Uber Eats and Grubhub to cater to the growing demand for convenience.
Current Communication Practices • Social media
o Each restaurant location has a Facebook business page where the staff regularly posts specials.
o The company does not currently use other social media, but it is open to expanding its reach.
• Free local newspapers o Where available, print advertisements are placed in free local newspapers that tend to
be available at coffee shops, grocery stores, and local restaurants. Readers range from early thirties to retirees.
4
• Paid newspapers o Individual restaurants occasionally place paid advertisements in local newspapers,
which are available for purchase at gas stations, some coffee shops, and select grocery stores.
o Most local papers also offer digital subscriptions. o Readers are mostly middle-aged to older adults.
• Company website/blog o The company has a simple website with an About Us section featuring the franchise
owners, as well as a list of locations, hours, and a menu. • Billboards
o The franchise has a few billboards, featuring the franchise owner’s family, along highways in urban areas near the most popular locations.
Current Branding Materials Mission Statement To provide a warm atmosphere for your family where we can share the traditional cuisines of Italy. Vision Pasta Amore combines the cooking traditions and ingredients of Italy with creativity, providing a modern twist on timeless classics. Our vision for the future is to grow and learn along with our customers. In doing so, we aim to provide an atmosphere that enables this growth and fuels the passion that lives within the essence of the brand. The approach of Pasta Amore is to develop our brand with the understanding of both our culture and consumer insights. Within our vision always lives the promise of inspiring creativity, conversation, and quality. Values Pasta Amore is founded on three key values:
• Creativity: Creativity is valued in our food, environment, and work. • Conversation: Conversation drives our interactions with customers and team members. • Quality: We strive to provide quality food, quality service, and a quality experience.
Logo Our logo is at the heart of our current brand. It is a recognizable branding mark that unites our various locations, helping to create an organizational culture despite each location having its own unique flair. The logo supports the brand’s emphasis on family and establishes a look representative of the company’s current consumers, but will likely require updating to make it more current and reflect our new direction.
5
Color Palette
Marinara Red Pantone: 7449C CMYK: 50 75 70 70 RGB: 60 31 28 Hex Triplet: 3C1F1C
Café Pantone: 4705C CMYK: 40 60 75 30 RGB: 124 87 63 Hex Triplet: 7B573E
Leafy Green Pantone: 5185C CMYK: 45 80 70 60 RGB: 78 36 36 Hex Triplet: 4E2424
Cannoli Pantone: 7535C CMYK: 15 20 25 0 RGB: 216 198 84 Hex Triplet: 3D7C5B7
Typography Advent Pro font family (available for free through Google)
6
- COM 431 Pasta Amore Case Study
- Overview
- Consumer Data
- Competitive Analysis
- Current Communication Practices
- Current Branding Materials
course_documents/COM 431 Pasta Amore Visual Brand Element Concepts.pdf
Custom Concepts Advertising Agency Client: Pasta Amore
Dear Pasta Amore, The following designs were developed based on the information you provided to our graphic design team. Select the set of brand elements you wish to purchase. Below are three separate concepts for you to choose from. The concepts each have a unique look and feel that can be used to develop your brand’s identity and express its personality. Each concept includes primary and black-and-white logos, a three- color color palette, and primary and secondary font families. Thank you for choosing Custom Concepts! The Custom Concepts Team
Custom Concepts Advertising Agency Client: Pasta Amore
Concept 1
Logo Designs
Logo Type Logo Design Use Cases Primary Logo
Use in the majority of brand materials; best suited to full-color visual messages
Black-and-White Logo
Use in black-and-white messages
Color Palette
Primary Secondary Emphasis
HEX: #D3EB7C
RGB: 211, 235, 124 HEX: #EB8942
RGB: 235, 137, 66 HEX: #FFE45C
RGB: 255, 228, 92
Custom Concepts Advertising Agency Client: Pasta Amore
Typography
Priority Font Family Use Cases Primary
Font Family
Book Antiqua Book Antiqua Bold Book Antiqua Italic
Use in the majority of branded messages, especially for titles and headers
Secondary Font
Family
Veranda Veranda Bold Veranda Italic
Use to increase readability for lengthy texts or small print (e.g., in reports) or pair with primary font family to establish a clear visual hierarchy (e.g., text on a webpage)
Concept 2
Logo Designs
Logo Type Logo Design Use Cases
Primary Logo
Use in the majority of brand materials; best suited to full-color visual messages
Custom Concepts Advertising Agency Client: Pasta Amore
Logo Type Logo Design Use Cases Black-and- White Logo
Use in black-and- white messages
Color Palette
Primary Secondary Emphasis
HEX: #B5EB83
RGB: 181, 235, 131 HEX: #FFFFFF
RGB: 255,255,255 HEX: #FFD966
RGB: 255,217,102
Typography
Priority Font Family Use Cases Primary
Font Family
Garamond Garamond Bold Garamond Italic
Use in the majority of branded messages, especially for titles and headers
Custom Concepts Advertising Agency Client: Pasta Amore
Priority Font Family Use Cases Secondary
Font Family
Arial Narrow Arial Narrow Italic Arial Narrow Bold
Use to increase readability for lengthy texts or small print (e.g., in reports) or pair with primary font family to establish a clear visual hierarchy (e.g., text on a webpage)
Concept 3
Logo Designs
Logo Type Logo Design Use Cases
Primary Logo
Use in the majority of brand materials; best suited to full-color visual messages
Black-and- White Logo
Use in black- and-white messages
Color Palette
Primary Secondary Emphasis
HEX: #000000
RGB: 0, 0, 0 HEX: #E80000 RGB: 232, 0, 0
HEX: #747E8C RGB: 116, 126, 140
Custom Concepts Advertising Agency Client: Pasta Amore
Typography
Priority Font Family Use Cases Primary
Font Family
Segoe UI Black Segoe UI Black
Use in the majority of branded messages, especially for titles and headers
Secondary Font
Family
Corbel Corbel Bold Corbel Italic
Use to increase readability for lengthy texts or small print (e.g., in reports) or pair with primary font family to establish a clear visual hierarchy (e.g., text on a webpage)
- Concept 1
- Logo Designs
- Color Palette
- Typography
- Use Cases
- Logo Design
- Logo Type
- HEX: #FFE45C
- Priority
- Font Family
- Use Cases
- Logo Type
- Logo Design
- Use Cases
- HEX: #D3EB7C
- Concept 2
- Logo Designs
- Color Palette
- Typography
- HEX: #FFD966
- Priority
- Font Family
- Use Cases
- Logo Type
- Logo Design
- Use Cases
- HEX: #FFFFFF
- HEX: #B5EB83
- Concept 3
- Logo Designs
- Color Palette
- Typography
- HEX: #747E8C
- Priority
- Font Family
- Use Cases
- HEX: #E80000
- HEX: #000000
