The buyer added updates to the brief. Read them.
US Tennis Congress
What do you do?
Please see website and especially these two pages:
1) ABOUT http://www.ustenniscongress.com/about/
2) US TENNIS CONGRESS ATLANTA EVENT PAGE: http://ustenniscongress.com/congress/atlanta/
How many pages of print design do you need?
1 full page ad
List the size requirement(s) for your print design
Bleed = 8.25” x 10.75”
Trim= 8” x 10.5”
Non-Bleed = 7” x 10”
Web Offset (SWOP), Saddle Stitched, Publication Trim Size 8” x 10.5”
These sizes allow for 0.125” trim at top, bottom and sides. Keep live matter 0.25” from trim. Allow 0.1875” safety at gutter of each page for type running across gutter. Perfect alignment of type or design across gutter of two facing pages cannot be supplied for positioning purposes.
PREFERRED FILE FORMAT: PDF/X1-A.
Total ink density should not exceed 300%.
Use only postscript fonts.
Images for 4/C ads must be submitted as high resolution (300 dpi or higher) CMYK files.
What is your industry?
Entertainment and Sports
Describe the target audience for your print design
* Middle to high-income
* 28-65 years old
* Passionate about their sport (tennis) - they consider themselves "tennis addicts" and always looking for ways to improve
* Mainly from the US
What 3 things would you like to communicate to your audience through your print design?
* The value proposition -- that this is a totally new opportunity for serious adult recreational players, for the first time offering a combination of
* That this is an event that has been built for THEM -- an event that will treat the goals of adult players with the same dignity and respect given to professionals or junior tennis players aspiring to become pros.
* That they should register ASAP if they're interested, or at least go to the website and get more information
What print design styles do you like?
Open to many different styles. The challenge for this ad is to include sufficient information to convey the concept without making it cluttered.
What colors do you want to see in your print design?
What colors do you NOT want to see in your print design?
No strong feelings about this.
What adjectives should best describe your print design?
Clean – uncluttered
How will you use the print design?
Full page print ad in next month's TENNIS magazine
What content must be included in the print design?
(1) LOGO and city/event dates (Atlanta, October 11-14)
(2) KEY VALUE PROPOSITION TEXT
"A revolutionary new world-class training experience for passionate adult players at all levels"
(3) "MEET THE FACULTY" BOX WITH PHOTOS WITH CAPTIONS (Need space for 10 (preferably 15 if possible) thumbnail photos of faculty members with captions):
Step into the pro world and get cutting-edge training on technique, strategy, fitness and conditioning, injury prevention, nutrition, and the "mental game" from 40 elite experts from six continents including:
• Emilio Sanchez, Olympic Silver Medalist
• Donald Johnson, Two-time Wimbledon champion
• Feisal Hassan, USPTA Master Professional
• Jeff Salzenstein, Former World Top 100 player
• Kirk Anderson, USTA Director for Coach Education
• Steve Keller, PTR Director of Development
• Dr. Mark Kovacs, iTPA and Gatorade Sports Performance Institute
• Grant Stafford, Former ATP World #53
• Paula Scheb, USPTA Master Professional
• John Yandell, Founder of TennisPlayer.net
• Phil Wharton, Trainer to hundreds of Olympic athletes
• Joe Dinoffer, USPTA and PTR Master Professional
• Sujay Lama, University of North Texas Head women’s coach
• Rodney Harmon, Head Coach 2008 US Men's Olympic team
• Jeff Greenwald, Senior World Champion Men's 35s and 45s
• Joseph O'Dwyer, Coach to several top ATP 100 players
(4) SOME KIND OF GRAPHIC TO CONVEY THE CUSTOMIZED NATURE OF EVENT (see attachment "Customized nature of event", which is used on our website to show (1) real people/target audience who are participating and (2) examples of the diversity of classes participants will be able to choose from)
Text to accompany graphic:
"Customized training tailored to your priority focus areas, for advanced beginners to NTRP 5.0+"
Images of Dolce Atlanta Hotel & Conference Center and Peachtree City Tennis Center
(7) "CALL TO ACTION" and CONTACT INFO (include Facebook and Twitter icons)
Limited Spots Remain - Register Today!
(8) PARTNER LOGOS
Need to include logos for iTPA, PTR, USPTA, and TIA (in that order)
(9) POSSIBLE TEXT (IF SPACE AND FITS) TO CONSIDER INCLUDING:
"Because adult recreational players have dreams too."
"Step into the pro world and be treated like an aspiring champion. Join us in Atlanta!"
- 3-Jul-13 9 p.m. GMT
- Please note: the materials uploaded are simply intended to give designers a sense of the look and feel of US Tennis Congress visual identity to date. Designers should not feel constrained by these materials or feel the need to use them.
- 5-Jul-13 5:59 p.m. GMT
- Thanks to all designers who've submitted ideas to date!
We realize now we included too much text/items in the design brief and didn't clearly indicate what we thought should be the relative priority of each. As such, many of the proposed designs including yours have too much competing for the reader's attention.
Here are items in priority order:
(1) VALUE PROPOSITION/ WHO IT IS FOR - Needs to be prominent because the brand of the US Tennis Congress is new - we need to convey this is an event for adult recreational players, not for professionals. Suggested shortened headline near or even possible above the USTC logo:
"World-class training for adults like never before..."
(2) FACULTY - One of our biggest selling points, but the titles are important and need to be large enough to be read. Suggested shortened text before photos:
"Step into the pro world! Get cutting-edge training from 40 elite pros including:"
(3) CUSTOMIZED NATURE OF EVENT - We like the idea of a checklist, but to save words/space elsewhere we need to use the following words in the checklist:
Fitness & Conditioning
The “Mental Game”
Text to go alongside/above/below the checklist:
"Customized master classes and semi-privates tailored to your priority focus areas - for beginners to 5.0+ players"
(4) CALL TO ACTION - Although listed 4th here, needs to be prominent and catch the reader's eye. We also want to include phone number:
Space Limited- Register Today!
Visit ustenniscongress.com or
(5) Partners - iTPA, PTR, USPTA, TIA
(6) Social media icons for FB and Twitter
* FRESH/NEW NOT FAMILIAR - This is a totally new, unprecedented concept for an event. It will also be one of the highest quality events ever seen in the tennis world (for non-professionals). As such, the ad style needs to be fresh, not familiar... and convey elegance and gravitas.
* UNCLUTTERED - We are asking for a lot of information to be conveyed, but want a layout that is clean and feels uncluttered, where the reader's eye is not being pulled in many directions at once but focused on the most important elements and drawn in to read more
Thank you everyone!!!
The USTC staff
- 5-Jul-13 6:05 p.m. GMT
- Sorry one more update we left out!
Some of you have suggested putting images of actual adult players in the ad itself (our target audience). We DO like this idea, as you'll see from our website which has many such photos. However, we recognize this is tricky to execute well given that:
1) there are also several faculty member photos and
2) it's difficult to find images of adult players that get across the diversity of the types of adults we are targeting: 50% male, 50% female ages 28 to 60+
So while we want to encourage experimentation along these lines, designs so far along these lines have not yet succeeded.
- 6-Jul-13 4:43 p.m. GMT
- We have decided against any designs with black backgrounds and white lettering - too reminiscent of many other tennis ads. And goes against a lot of print design guidance out there, e.g.:
"Don’t ever use a reverse print ad (black background with white font) it’s hard to read and has proven repeated lower response rates…one of the worst advertising techniques." - http://buzzmarketing.com/2010/11/26/advertising...
- 7-Jul-13 1:56 p.m. GMT
- Extending to absolute latest date possible - art due with magazine on Tuesday morning New York time.
- 7-Jul-13 2:08 p.m. GMT
- Hi all - Thanks so much to everyone who has submitted designs! We are grateful for all the original and thoughtful approaches.
We just extended the deadline because we're unable to reach a finalist and need extra time for revisions.
We are strongly leaning towards the two designs that we scored a 4, which we feel meets all of the criteria we've spelled out to date. If you submit new design approaches, please keep in mind the following:
1) Our ad needs to be "fresh" and not look like the typical tennis ad, or ad for a traditional "tennis camp." The US Tennis Congress is an entirely new concept, and needs to stand out as being completely original. The ad needs to stand out from the pack in TENNIS magazine and make someone pause.
(2) We do not want an ad that looks too "advertising-y."
(3) Print ad readers tend to read left to right and top to bottom. There shouldn't be too much competing for the reader's attention all at once. The ad should be beautiful and compelling enough to draw someone in, then encourage them to progressively read more-- either left to right or top to bottom.
- 7-Jul-13 3:47 p.m. GMT
- After reviewing multiple design approaches, there are two words that connote the direction that is closest to the design direction we favor: