The document describes an English course at St. Louis University focused on business and professional writing. In the class, students work together as a hypothetical rebranding company called Re:BrandU to rebrand an actual local security systems company called Will Electronics. As part of the project, the class conducts research, develops strategies, and creates various documents and deliverables to rebrand Will Electronics, including a proposal, job advertisement, client letter, news release, resume, cover letter, and final media kit. The project provides students opportunities to learn and apply different communication skills needed in a professional setting.
1. English 4000
English 4000, at St. Louis University, is a course on Business and Professional Writing where
one learns many important ways to communicate in a professional setting. These various ways
include, how to write an email for different recipients, how to write a letter addressing different
scenarios, how to create a resume, how to form a press release, how to conduct an interview, and
much more. As a class, we hypothetically coined ourselves as a rebranding company called
Re:BrandU, and together we worked through situations as if we were a real company working
with real clients. The client we were designated to work with was called Will Electronics. Will
Electronics is a real security systems company physically located in St. Louis, Missouri, that
showed signs of needing some Marketing help. As a class, we conducted research and analysis
on this company and collaborated together to come up with different strategies of rebranding this
company in a professional manner. We learned the different ways of communicating, as
mentioned above, through the mock project we, as Re:BrandU, had with Will Electronics.
Attached are the various stages in the project including a Proposal, a Job Advertisement, a Client
Letter, a News Release, a Resume, a Resume Cover Letter, and a Final Media Kit of the project.
3. Executive Summary
Will Electronics needs to have a website that with one short
glimpse, a visitor’s attention will spike, so that they become
immediately curious and intrigued. Currently, the website
being used is out of date, very boring, and almost hard to
look at. By recreating and/or updating the website, Will
Electronics will become more appealing, it will create a
greater competitive edge, and it will result in more efficient
ways to keep current.
4. Statement on the State of Will Electronics
Will Electronics targets companies, businesses, and
households, that are interested in setting up advanced
security solutions. This audience is a wealthy, educated,
high quality-seeking group, that is up to date on the latest
technology and resources and has a modernized life style.
The website of Will Electronics needs to match this target
profile in order to create more business. In other words,
with consumers who are technologically savvy, living
modernized life styles, they will look for that same look and
feel. The world of technology is changing every second, it is
becoming faster, more efficient, with custom features and
alike, and Will Electronics needs to stay in tune and
moderately up to date with this change in order to grow
and be competitive. The current website of Will Electronics
has both positive points and negative points. The
automated slide show, portraying their top, well known
clients, is an appealing and impressive way to attract
customers. It shows that Will Electronics is a reliable, high
quality company that provides top goods and services.
However, the layout and design of the website is outdated
and bland. It would send a potential client on to the next
website within seconds. The website in some cases can be
the first opportunity to impress a potential client before
ever talking to them, it is the first pitch to a customer
without actually giving a pitch, which is why having a
highly effective, impacting resource is important. Will
Electronics needs a revamp in their media to take their
business to the next level.
5. Proposal
Statement of the Problem
The website used by Will Electronics is outdated, bland,
boring, and unprofessional, as it portrays a simple and
generic template. It shows no signs of creativity, thought,
or effort, which screams unoriginality and laziness to
anyone who looks at the website. Creating an appealing
website does not take exhausting efforts, so the website that
is being used can be summed up as pitiful.
Statement of the Proposed Solution
Visuals are key and creativity is vital. The slide show
showing top clients is a good visual touch that should be
kept for future use. However, creativity is lacking. In
todays world signs of creativity show there is interest and
effort that is being put forward, and making the individual
feel important is the catch. Create a masterpiece. Use
resources, intellect, and marketing, to create a well
designed, appealing resource to help promote and
personalize the company and the customer.
Task and Tools
Sit down with Home Advertising Inc. who are the creators
of the current website, and create a plan to transform the
website into a more user friendly, modernized, intriguing
display. If the requests are not taken, there are other
resources that can be used to do so. Changing of the colors
6. and logo design are not necessary, it is simply the format
and layout of the actual website itself.
Statement of Novelty
In a world where technology is booming, it is important to
at least be up to date. In Will Electronics’ case, they are
behind, way behind, and some catching up needs to be
done. The website is the door to the company in many
cases, and is a crucial component to growth and marketing.
If Will Electronics’ creates a website that is modernized,
personalized, and creative, they could reach a whole other
level with endless avenues of growth. Why not take the
extra step in creating something cool and exciting, it will
remake the company and create a new confidence to the
name.
7. Creative. Unique. Memorable.
Attention: Job Opening for 2015 Design Consultant
Re:BrandU is a rapidly growing company and is one of the top rebranding businesses in the country. As
growth comes from increases in the number of clients and more prestigious requests from clients,
Re:BrandU is actively looking for people with open minds, vital insights, and expertise, to enhance their
employee base in providing customers with the best work in the business. People who are able to
communicate, interact with customers and fellow employees in an efficient manner, to be collaborative
and imaginative in their work, and to bring a perspective that sets Re:BrandU apart in a creative, unique,
and memorable fashion.
Job Description/Responsibilities
• Create and brainstorm original brand names and logos for clients
• Able to generate, interpret, and communicate data analysis
• Innovative and able to bring in new ideas
• Open to advice and positive criticism
• Diverse, Creative, and Artistic
• Able to collaborate and work well in team settings
• Client driven
• Competitive, observant, and alert at all times
Requirements
• Undergraduate Degree
• Completed Resume (basic information/education/experience/references)
• Recommendation Letters and Reference Contacts
• Familiar with Microsoft Office, Adobe, and other computer software
• Past work experience
For More Information Contact:
Ellie Huffman – Administrative Director
Call: (123) 456-7890
Email: elliehuffman@rebrandu.com
8. Ellie Huffman
Head Administrative Director
Re:BrandU
3800 Lindell Boulevard
St. Louis, MO 63108
19, February 2015
Mr. and Mrs. Donald Jones
1234 First Street
Saint Louis, MO 63144
Dear Mr. and Mrs. Don Jones,
My name is Ellie Huffman and I am the Head Administrative Director for Re:BrandU. As a
rebranding company, we have been chosen to work with Will Electronics to improve and
enhance their image, and to bring the company to the next level in providing security systems.
This letter states our purpose for working with Will Electronics, how we plan to implement that
purpose, and the positive effects of doing so.
As a collaborative rebranding group, the employees of Re:BrandU have decided to do a number
of things to enhance the image of Will Electronics. These things include changing the logo, re-
designing the website, and developing a memorable slogan that will ring in the ears of both
clients and potential clients. Doing this will take some time through research, surveys, and trials,
but we strongly believe that these adjustments will be the turning point in the life of Will
Electronics. Our goal is to build a creative, unique, and memorable brand that will take your
investing company to a new level.
We value your relationship with Will Electronics and with Re:BrandU, as well. If you have any
questions or concerns please contact us through Will Electronics. We look forward to working
towards new goals and setting higher standards.
Sincerely,
Ellie Huffman
Ellie Huffman, Head Administrative Director
9. NEWS RELEASE
3800 Lindell Boulevard, St. Louis, MO 63108
19 February 2015 Ellie Huffman
ellie.huffman@rebrandu.com
Re:BrandU Releases News on New Upcoming Work with Will Electronics
ST. LOUIS- The leading company in company rebranding, Re:BrandU, has revealed their top,
most recent contract with Will Electronics. Will Electronics has emphasized a need for
improvements in their image, their online website, and media usage to attract current and
potential business. The company chose Re:BrandU as the best candidate to take the company to
the next level in Security.
By making changes to the image, Will Electronics will be more visibly appealing and desired.
They will have a unique yet modernized logo that will set them apart and give them a fresh, new
look. The website will be easier to navigate and will be more enticing and attractive, with simple
features and relevant and reliable information. Improvements and implementation of social
media will put Will Electronics out in the public more frequently and will provide more
advertisement for the company.
CEO Justin Noetzel states, “We use immense amounts of big data to create the best and most
valuable rebranding options possible so that companies can take their businesses to the next
level. In working with Will Electronics, we will provide them with a new clean look, more
technology based knowledge to communicate with their customers and potential clients, and the
opportunity to grow quickly and efficiently.”
Our goal is to rebrand companies in a creative, unique, and memorable fashion. In the coming
months, Will Electronics will be undergoing changes implemented by Re:BrandU to improve
their company as a whole. Your voice and opinion matters to us, and we would like your words
and input. We encourage customers and potential customers to submit comments at our website
to help with this process and to improve your experience with Will Electronics.
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rebrandu.com/comments
10. Ellie Huffman
P.O. Box 25
2000 Cedar Valley Road
Saint Albans, MO 63073
(636) 221-0465
ehuffma3@slu.edu
March 26, 2015
Dear Justin Noetzel,
I am a graduate of St. Louis University, contacting you in regards to the open position of Branch
Office Administrator at Edward Jones- St. Louis. After researching your company, evaluating your
values, and understanding the expertise you are looking for, I believe that my values, educational
background, and experience in wealth management, would combine to be a perfect fit for both sides.
Attached is my resume with my specific credentials and below is further explanation and detail on why I
believe Edward Jones would be a place where we can learn and grow together.
Currently, I work as an Intern for a team of financial advisors. For the first six months we were
known as HSM at Morgan Stanley where I completed intern duties while working directly with the
advisors, portfolio managers, and the administrations team. I learned the tangibles of how to open
accounts, form various reports, and the process of creating financial plans. Recently, our team has left
Morgan Stanley to become its own independent firm called Mosaic Family Wealth. Working 12 hour
days, weekends included, we are in the process of transferring $800 million in client assets and I am apart
of this process. I continue to learn the value of teamwork, patience, and respect, while also learning the
dynamics of client driven professions and how to put the needs of the customers at the forefront at every
moment. Prior to this opportunity, I was a student-athlete my first two years of college as a catcher on the
St. Louis University Softball Team. Being a student athlete required, focus, organization, and time
management, and it taught teamwork, communication, leadership, patience, and humility. My athletic
experience also taught me how to handle adversity as I battled a mental block for my entire duration on
the team. By my junior year, it was time to resign and turn in my athletic scholarship leaving me in a
tough financial position. Since day one, having a Jesuit education was most important to me, so
sacrificing my typical college experience, I moved home and commuted an hour each way, while working
30-40 hours a week to pay for school. I went where life took me and did the best I could in the
circumstances that were given me. Work included hours of babysitting, house sitting, and dog sitting,
weeknights and weekends. I am dedicated, focused, organized, and I daily look for ways to grow and to
learn. I am a hard worker and will put more than the effort that will be expected.
I am here to offer my experience in teamwork, communication, patience, and knowledge that
Edward Jones is looking for. With my early years in the business, I have learned and built a foundation
that compliments the job position that is looking to be filled. I believe that I could be an asset to your
company who will put in the time, effort, and care that you are looking for in a Branch Office
Administrator. If you see the potential fit, I would appreciate the opportunity to talk in person to further
express my potential as a team member at Edward Jones. I look forward to hearing from you.
Sincerely,
Ellie Huffman
11. Education
High School: Westminster Christian Academy 2009-2012
Graduated in 2012 as the top Female Scholar Athlete. Accumulative GPA: 3.7
College: St. Louis University 2013-2016
Bachelor of Accounting at the John Cook School of Business. Specific classes include Intro to Marketing
Management, Operations Management, Business Statistics, Business and Professional Writing, Information Technology
Management, International Business, Principles of Finance, Macroeconomics, Microeconomics, Accounting
200/220/311/322.
Work Experience and Involvement
Intern at Morgan Stanley/Mosaic Family Wealth Summer 2014-Present
I currently work as an intern for Mosaic Family Wealth, a private wealth management firm recently gone independent
from Morgan Stanley. In addition to intern duties, I work directly with all Financial Advisors, Administrators, and
Managers, creating accounts, preparing financial planning profiles, and more. I work between 30-40 hours per week,
including weekends, in addition to being a full time student.
Kanakuk Kamps Counselor Summer 2014
Worked as a counselor at Kanakuk Kamps, a Christian sports camp in Lampe, Missouri, for 7 weeks. I counseled girls in
high school, as a servant-leader, pouring into their lives and mentoring them.
Intern at Meramec Valley Bank Summer 2013
Worked 40 hours per week with the Executive Department, Operations Department, and Loan Administration
Department to assist and complete any tasks requested. Accomplished all requested projects that came from
Mangers and Senior Officers with minimal supervision and completed all required BIA courses.
Nanny/Babysitter/Dog-sitter/House-sitter 2005-current
Nanny and babysitter for the past 10 years for families with up to 7 kids. I also frequently take care of dogs and homes
for top St. Louis executives and professional athletes with extensive travel schedules.
St. Louis University Student -Athlete 2012- 2014
I was a member of the St. Louis University Softball team for my first two years at SLU. As a catcher I learned to lead,
guide, and communicate in competition. University Athletics teach and develop time-management, teamwork,
communication, determination, drive, focus, hard work, and more. I retired from softball after two years due to injury.
Skills
I am a retired St. Louis University student athlete who has learned to manage my time in order to balance classes,
studies, practice, workouts, games, and personal obligations. Now, I am working for Mosaic Family Wealth, I have the
opportunity to learn on a daily basis the roles and dynamics within the financial industry. I have learned to further my
team building skills, patience, and client interactions. I am very organized and straightforward. I like to get things done
the right way with quickness and efficiency. I am flexible and cooperative, and take every opportunity to learn as
much as I can. I give a 110% effort in everything I do and will complete everything put in front of me.
12. 21 April 2015
Mr. Kurt Will
9789 Reavis Park Drive
Saint Louis, Mo 63123
Dear Mr. Kurt Will,
Our company has strategically developed a plan to enhance and change your image, make your
company known, and take Will Securities Solutions to the next level in providing security
systems. Over the past couple of weeks we have enjoyed working with you and your company
and fulfilling the plans we have collaborated. We are excited about the progress that has been
made and the future direction of your company. The next steps in moving forward are described
below and are included in detail provided in the following media kit.
The media kit professionally includes everything that should be addressed to the media and
clients as a means to support and promote Will Securities Solutions. The documents included are
the Press Release, Fact Sheet, Backgrounder, Advertising Campaign, and Website Re-Design
document. The Press Release gives insight on the work that Will Securities Solutions is looking
for and why they are partnering with the chosen company Re:BrandU. The Fact Sheet and
Backgrounder work together as the Fact Sheet gives the general, basic information about the
work that is being done and the Backgrounder is the detailed, extension to the Fact Sheet.
Together they give appropriate insight to the changes being done and the reason behind the
changes. The Advertising Campaign and Website Re-Design documents articulate the strategies
that are going to be used to enhance the public image of Will Securities Solutions. We have
adopted three different themes, which include “Family Friendly”, “Scare Tactics”, and “St. Louis
as home”. By using these themes effectively in the use of billboard advertisements, radio
advertisements, and TV commercial advertisements, we will effectively connect with consumers
and increase the client base. Again, collectively the documents go into specific detail about who
Re:BrandU is, what they have done for Will Securities Solutions, why they have made changes,
and what Will Securities Solutions will look like from here on out.
From everyone at Re:BrandU, we value our relationship with you and then entire Will Securities
Solutions Family and have no doubt that together we have created something extraordinary. We
look forward to the coming weeks to see the progress and impact our work has done.
Sincerely,
Ellie Huffman
Public Relations Manager
Ellie Huffman
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13. NEWS RELEASE
3800 Lindell Boulevard, St. Louis, MO 63108
21 April 2015 Ellie Huffman
Public Relations Manager
elliehuffman@rebrandu.com
Re:BrandU Releases News on New Upcoming Work with Will Electronics
ST. LOUIS- The leading company in company rebranding, Re:BrandU, has revealed their top, most
recent contract with Will Electronics. Will Electronics has emphasized a need for improvements in
their image, their online website, media usage, and advertisement to attract current and potential
business. The company chose Re:BrandU as the best candidate to take the company to the next level
in Security.
The first step that Will Electronics is taking to enhance their image, is in changing their name to Will
Securities Solutions to promote their services as being an answer in securities. By making changes to
the image, they will be more visibly appealing and desired. They will have a unique yet modernized
logo that will set them apart and give them a fresh, new look. The website will be easier to navigate
and will be more enticing and attractive, with simple features and relevant and reliable
information. Improvements and implementation of social media and advertisement will put Will
Electronics out in the public more frequently and will provide more recognition for the company.
CEO Justin Noetzel states, “We use immense amounts of big data to create the best and most
valuable rebranding options possible so that companies can take their businesses to the next level. In
working with Will Electronics, we will provide them with a new clean look, more technology based
knowledge to communicate with their customers and potential clients, and the opportunity to grow
quickly and efficiently.”
Our goal is to rebrand companies in a creative, unique, and memorable fashion. In the coming
months, Will Electronics will be undergoing changes implemented by Re:BrandU to improve their
company as a whole. Your voice and opinion matters to us, and we would like your words and input.
We encourage customers and potential customers to submit comments at our website to help with
this process and to improve your experience with Will Electronics.
-30-
rebrandu.com/comments
14. Fact Sheet
3800 Lindell Boulevard, St. Louis, MO 63108
FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
April 21, 2015 Ellie Huffman
Public Relations Manager
elliehuffman@rebrandu.com
(314) 351-1896
(800) 973-2288
Re: BrandU partners with Will Electronics in Rebranding Project
What: Will Electronics has been working with Re:BrandU in developing a new market strategy to
reach a wider range of consumers that include both commercial and residential needs. In doing so,
Will Electronics has changed its name to be “Will Securities Solutions” and will follow a series of
changes in the portrayal of the company through advertisements and media use to enhance its image
in order to become more unique and recognizable to the public.
Who: Re:BrandU is an advanced, unique rebranding company that tailors its work to creating a fresh,
new, original look for companies needing a boost. They are working with Will Electronics now
known as Will Securities Solutions, an advanced security system company, that offers securities
expertise and outstanding service.
When: Promotion Announcement held April 21st 2015.
Where: Will Securities Solutions’ Headquarters 9789 Reavis Park Drive, St. Louis, MO 63123.
Why: Will Securities Solutions seeks to show consumers the value offered in their goods and
services. Re:BrandU has stepped in with their research and insight to create a more appealing,
memorable brand image that reaches a wider spectrum of consumers. The span of consumers will
expand from the current client base of big commercial companies to smaller businesses and
residential homes. Will Securities Solutions has goods and services that are beneficial for a wide
range of consumers that Re:BrandU is trying to reach as part of the goal in their work.
How: Re:BrandU has created a new market strategy that promotes renaming Will Electronics to Will
Securities Solutions, changing the logo, redesigning and reconfiguring the website, advancing its
advertising strategies, and creating better media usage.
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Backgrounder
3800 Lindell Boulevard, St. Louis, MO 63108
Contact:
FOR IMMEDIATE RELEASE Christian Lees
April 21, 2015 Project Manager
christian.lees@rebrandu.com
(314) 351-1896
(800) 973-2288
Will Security Solutions (formerly Will Electronics)
Will Security Solutions has provided custom video and security solutions for customers
in the St. Louis region for over 60 years. The company was founded by Carl R. Will in 1955 as
Carl Will TV, offering television and radio repair services.
In 1991, the company changed its name to Will Electronics after entering the closed
circuit television system market. Over the past twenty years, the company has offered access
control systems, digital video recording, and security alarm systems to local companies.
The company changed its name to Will Security Solutions in 2015. This name change
reflects the company’s primary service offerings and marks their entrance into the home security
market.
The company strives to offer individual attention to detail and to build “long-term
relationships based on mutual trust and respect” (Will Security Solutions Mission Statement).
The President of Will Security Solutions is Kurt Will, son of Carl Will, Sr. The Will Security
Solutions main office is located in Affton, MO.
Re:BrandU
Re:BrandU was founded in 2012 to provide unique marketing solutions for companies in the St.
Louis area. The CEO is Justin Noetzel, Ph.D, a current instructor at Saint Louis University. The
staff of Re:BrandU is made up of students at Saint Louis University. Re:BrandU tailors its work
to creating a fresh, new, original look for companies needing a boost.
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Advertising Campaign
3800 Lindell Boulevard, St. Louis, MO 63108
Family Friendly Radio Script
*Kurt Will Speaking*
Hi, I’m Kurt Will from Will Security Solutions, and I’d like to speak you today about the home.
The home should be a place where you and your family can come back to relax and feel secure.
Having a home and family of my own, I know I can feel comforted knowing that all my
belongings will be safe, because I trust my company’s security solutions.
Now how much is your peace of mind worth?
Family Friendly Billboard Mock Up
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For Protection Most Important To You
…Including The Dog!
17. Who Is Watching Your House When You Are Not?
Will Securities Solutions Is
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Scare Tactics Radio Script
Why Will Security Solutions?
(Ominous radio voice)
Imagine you and your family are returning home from a refreshing weekend vacation, when you
pull into your driveway and see that the front door is cracked open. You know something’s up
and tell your family to stay in the car while you investigate.
As you walk in, you see your house has been ransacked. Who would do such a thing you may
be thinking? But the better question to ask now, is how can I prevent this?
Will Security Solutions is how.
The best Security Solution in St. Louis.
Scare Tactics Billboard Mock Up
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Keeping It Real In St. Louis Billboard Mock Up
Top Three Defenders In St. Louis… Join The Team!
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Website Mockup
3800 Lindell Boulevard, St. Louis, MO 63108
Part I: This new homepage features a modern design with elements from the current
website. The image slideshow features client projects. The redesigned menu bar provides
easy access to more information about different aspects of Will Security Solutions.
20. Part II: In addition, the new Facebook box makes it easy to incorporate Will Security
Solutions’ social media presence. Shared news articles related to security solutions and
events in the St. Louis region will appear in this box.
21. Part III: The design is based on a template by RocketTheme, Ionosphere. The colors and
homepage design are based on an organization website previously designed by a re:BrandU
team member.
Right: Wenasa Quenhotan organizational website (wq23.org)
Left: Ionosphere Template Example (rockettheme.com)
The font used in the “Advanced Security Solutions” title is Roboto Slab.
The other template fonts come from the Ionosphere font family. This modern look is
visually appealing and will intrigue potential customers.
