Contextualization
Problem
Eudres has little notoriety among IPS students. People mostly don't know the brand or what it does. Students may be interested in Eudres activities but do not know that they exist. Although Eudres activities are very communicated by email to students, many do not pay attention to email or have no interest in knowing more because they do not know what Eudres is.
EUDRES values
Gender equality;
Inclusion;
Ethical discourse;
Orientation to teamwork;
Intercultural commitment;
Entrepreneurial mindset;
Orientation towards the future;
Sustainable innovations;
Free.
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I Living Labs values
Co-ideation and co-creation
Explore
Experimentation
Evaluation
Brand Personality
Very communicative and present (especially on instagram and facebook)
Fun and young (vivid color palette)
Human (promotes a lot of human connections, has many posts about students)
Welcoming and safe for all people regardless of gender, race, sexual orientation
Safe space for students to express their ideas
Encourages creativity and exploration of ideas
Positioning
The positioning strategy of this brand is based on the benefit offered. It reflects the way it is seen by its participants / students, because the activities made by the brand offer them opportunities for their future, establishing a connection between them and the collaborating companies, and it will be an opportunity to evolve in the professional market.
Advertising goals
Attract new groups of people by showing how fun and beneficial this experience can be for them and for their future;
Give detailed information about the I Living Labs.
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Target
Students of Eudres alliance who tend to participate in their school's extracurricular activities and who are creative and enjoy challenges;
People that are sociable and like being in groups.