Stars & Stripes Event Branding & Marketing Plan

Stars & Stripes Spring Festival

Official Event Branding & Marketing Plan

This document serves as the official governance for all visual assets and marketing communications for the annual Festival. Adherence to these guidelines ensures consistency, professionalism, and alignment with Homes for the Brave’s mission.

1. Logo System

Primary Usage

Stars & Stripes Official Logo

Use this version on all light backgrounds.

  • Full-color logo on light backgrounds (preferred).
  • White (knockout) logo for use on dark navy or photographic backgrounds.
  • Maintain clear space around the badge (height of the "S").

Incorrect Usage

Distorted Logo Example

Do not alter the logo integrity.

  • Do not stretch, distort, or skew the dimensions.
  • Do not change the official colors.
  • Do not crowd the logo with other text or graphics.
  • Do not use the full-color logo on low-contrast backgrounds.

2. Color Palette

Deep Navy

#0016A5

Primary brand anchor, headers, and key shapes.

Festival Red

#C7222A

Accents, ribbons, and critical calls-to-action (CTAs).

Cool White

#F2F5FF

Backgrounds, body text backgrounds, and knockout text.

Usage Guidance: Use deep navy for headers and the main brand anchor. Use festival red to highlight calls-to-action (CTA buttons, key dates, donation messaging). Cool white ensures readability.

3. Typography

Recommended Event Fonts

  • Headline: Montserrat (Bold or SemiBold)
  • Body: Open Sans or Lato (highly readable sans-serif)

Hierarchy & Rules

  • Flyer/Event Title: 32–48 pt (Print)
  • Section Headings: 18–24 pt.
  • Body Copy: 10–12 pt (Print) / 14–16 px (Digital).
  • Always maintain strong contrast. Avoid using more than 2–3 fonts in any single piece of collateral.

4. Flyer & Print Layouts (8.5 x 11 in)

Five core flyer types are required, each tailored to a specific audience and objective:

  • General Event Flyer: Broad public outreach. Includes logo, date, location, key features, and a clear QR code CTA ("Join us").
  • Resource Fair Flyer: Target Veterans and supporters. Focuses on services available (housing, mental health, employment) with respectful imagery.
  • Vendor Row Flyer: Targets businesses. Details booth fees, load-in, and benefits (exposure, brand alignment) with a "Apply to Be a Vendor" CTA.
  • BBQ Cook-Off Flyer: Targets teams/restaurants. Details entry fees, judging criteria, and prizes with a "Register Your Team" CTA.
  • Memorial Wall Flyer: Targets families/supporters. Focuses on the purpose of the wall and submission guidelines with a soft, respectful design.

5. Digital Variations (Web & Social)

Asset Recommended Size Core Content
Website Banner 1200 x 400 px Event logo, date, tagline, and clear Register CTA button.
Social Media Square 1080 x 1080 px Event name, date, 1–2 key highlights. Used for announcements and sponsor/vendor spotlights.
Social Media Vertical 1080 x 1920 px Focus on one core message per slide (e.g., Countdown, Vendor Spotlight).
Email Header 600 x 200 px Logo, date, and simple mission-aligned tagline.

6. Media Release & Media Alert

Formal documents needed to engage local media and drive press coverage.

  • Media Release (Long-Form): Sent 4–6 weeks pre-event. Includes full details, quotes from CEO/Veteran, background on Homes for the Brave, and clear calls to attend/support.
  • Media Alert (Short-Form): Concisely lists who, what, when, where, and why, focusing on visual/photo opportunities and available interview subjects (CEO, Veterans, sponsors).

7. Social Media Schedule & Reach Goals

Goals: Reach 25k–40k impressions, drive 300–500 link clicks, and engage 1,000 people.

Suggested 8-Week Countdown Schedule

Wk 8–7
Announce: Post 1–2 times/week. Event reveal, logo, core details.
Wk 6–5
Recruit: 2–3 posts/week + 1 LinkedIn post. Announce vendor/sponsor opportunities; push dedicated 'Apply' graphics.
Wk 4–3
Features: 3–4 posts/week. Highlight specific activations (BBQ, Kids Zone, Memorial Wall) and share short mission stories.
Wk 2–1
Final Push: Daily posting. Countdown graphics, parking info, and last-minute shout-outs.
Event Week
Day-Of: Live posts, tag sponsors, thank-you posts.

8. Measurement & Success Metrics

Success is measured across three core areas, captured in the Post Event workbook tab:

  • Mission Impact: Number of Veterans who attend and the number who engage with Resource Fair providers.
  • Financial Impact: Total funds raised vs. the **$45,000 goal**, sponsorship revenue vs. target, and in-kind donations documented.
  • Communications & Brand Impact: Total social media impressions/reach, website traffic to event pages, and media coverage secured.

9. Downloadable Brand Assets

Access official logos, document templates, and presentation decks for the Stars & Stripes Spring Festival.

Official Event Logo

High-res JPG format for print and web use.

Download (JPG)

Sponsorship Deck

Full presentation detailing partnership tiers and benefits.

Download (PDF)

Executive Summary

One-page event overview and mission alignment document.

Download (PDF)

Event Flyer Template

Print-ready PDF template (8.5 x 11 in).

Coming Soon

Social Media Kit

Pre-sized images and video templates (ZIP).

Coming Soon

10. Closing

This Stars & Stripes Spring Festival is not a real event; it is a dedicated demonstration created for Homes for the Brave. It is designed to demonstrate my level of understanding of the Director of Communications position, my ability to think outside the box, and my capability to immediately enhance the organization's outreach efforts and handle the job at hand.

Prepared by: Shawtima Moore, Future Communications Director, Homes for the Brave