• US$400

• 5 designs

• 3 designers

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PowerPoint Design Brief

To:Whom it may concern (Graphic Artist)
From: Spencer Tillman, Axiom Productions
Date: June 20, 2014
Needs: One page graphic representative of the American Honda Motor Company’s marketing objectives in the capacity of Title Sponsor of College Football’s Lombardi Award.

Project Objective: A powerful one-page graphic representative of the Lombardi Award/Honda Opportunity. This thematic page will remain up the entire time during the presentation. (See PDF overview of Honda’s Marketing Objectives in Drop Box File).

Images could include 1) Honda Logo, the 2) Lombardi Award, and 3) Super Bowl Trophy. I’ve included a “millennial splash” in a sample power point four your use.
This is the target audience.

I’ve also included some older images of Lombardi with youth. I think making that bridge – that Lombardi cared about youth- hits the target. It will be powerful.

The overarching theme is Leadership. Both Honda and Lombardi are exceptional brands and their leadership is what helped them achieve best-in-class status. We want to make that connection to the millennial cohort.

They obviously were not born when Lombardi was around but the leadership he demonstrated to take a floundering franchise and turn it into a perennial power, is the same enterprise architecture (Leadership) required to navigate these unprecedentedly difficult socioeconomic times. It is our task to make personal leadership cool!

Research tells us millenials want to be “Part of something bigger than themselves”. Leadership moves their dreams to reality.

• Leadership: Nothing significant happens without it
• Key imagery Millennial’s, Success, Discipline, Commitment Perseverance
• They will need it because their generation will be the first not surpass its parents in terms of economic mobility- moving from one economic class –lower to middle to upper middle etc. - as a matter of course.

We believe the Lombardi name and our branded events and message can help move Honda’s future customers forward toward success.

We need you to help us capture the visual for our goal.

The following content should assist you in coming up with a concept that will meet our objectives.


We begin with a big picture view explaining why we believe Honda should partner with us and the most powerful brand name in team sports: Lombardi.

Next, I share a little bit about who Lombardi is/was and then offer some thoughts on the Lombardi Award Show

I’ve added a personal story that underscores how millenials tend to think- This speaks to the need for personal leadership development

Finally, we will go into some depth and unpack how the convergence of socio-economic factors spell opportunity for Honda. This may trigger additional thought as to what your graphic representation should look like.


Overview
We believe that merging the Honda and Lombardi legacies is a natural fit…both are best-in-class brand names historically as well as today.

Honda was the first Japanese motor company to open a U.S. subsidiary and the first to open a U.S. manufacturing plant. That leadership continues today with superior engineering, setting Honda apart from the competition.

Lombardi’s leadership is the secret to engineering human success on the field and in life.

The Lombardi Award has no peer among football awards. What is more, The Lombardis concept is not sports specific. It is leadership specific. Think Oscars, best in class, representing many leadership categories. Ultimately the show will expand to honor Leadership excellence in every institution on which every culture is established: Education, Government, Media, Arts & Entertainment, Business, Family and Spirituality

The Lombardi award show/enterprise is not like College football’s Heisman, instead, we are an ongoing story with a relevant past, present and future.

We have a leadership training initiative that is being taught in high schools across the country. It is designed specifically for the millennial generation. Their leadership challenge is different than any generation that has preceded them. Therefore, the skills needed to compete effectively will necessarily need to match the challenge. We provide the curriculum that teaches them how to succeed.



Who Is Vince Lombardi?

Vince Lombardi is an iconic American football coach and he remains the benchmark by which all other football coaches are measured…his 74% winning percentage remains the highest in NFL history.

But, it goes beyond that…the name Lombardi immediately connotes strength, integrity, success and most important of all: Leadership. :

His name adorns two major football awards: The Rotary Lombardi Award (1970) which is awarded to the nation’s top college football lineman or linebacker and The Lombardi Trophy (1971) which is given each year to the winner of the NFL Super Bowl.

No other brand name has that kind of across the board exposure and acceptance.

Vince Lombardi came from humble beginnings, but he won a scholarship to Fordham University. While there, he was an offensive lineman…that line was immortalized by sportswriter Grantland Rice as The Seven Blocks of Granite.

After several assistant coaching jobs, including West Point, in 1959 he became head coach of the NFL’s last place team, the Green Bay Packers.

His leadership produced immediate results and the team won 5 championships in 9 years, including the first Super Bowl games in 1966 and 1967.

His coaching career ended in 1969 with the Washington Redskins; tragically, he died later that year of colon cancer at only 57 years old.

His success was primarily built on one word: Leadership. Nothing happens without leadership, but with the right leadership almost anything is possible.



Rotary Lombardi Event and Society’s 7 Lines of Scrimmage

Since 1970, the Rotary Club of Houston has presented the Rotary Lombardi Award trophy to the nation’s top college football lineman or linebacker. The award ceremony takes place in late December and is nationally broadcast live on cable on CBS Sports.
Keeping with the theme, there are 7 awards given at the show. For example, there is an annual Coach of the Year Award and a possible Lifetime Coach of the Year Award.

The show is attended by 2,400 select guests and sponsors. The attendees are key names in sports, entertainment and politics. In college football the award is viewed as second only to the Heisman Trophy in terms of honor and prestige.

Past participants include Astronaut Gene Cernan, legendary coach Tom Osborne, former Secretary of State Condoleezza Rice and former President George W. Bush.

The Lombardi Trophy itself is made of granite, in honor of its namesake, and it reflects the strength and character of Vince Lombardi, one of the original 7 Blocks of Granite.

The Rotary Lombardi Award honors the skill and leadership of the nation’s top college football players, but the event represents so much more.
It also highlights the power of sports to ignite a spirit of civic and social responsibility; 100% of the net proceeds go to three primary charities: The American Cancer Society, MD Anderson and Texas Children’s Hospital.
Further, our research confirms that the Lombardi brand inspires far beyond football’s white lines by inspiring leadership and action among Society’s 7 Lines of Scrimmage: Education, Government, Religion, Arts & Entertainment, Media, Business and Family. No other post-season honors event has this level of universal appeal.
The Lombardi Award Has Several Advantages Over The Heisman Award
Unlike the Heisman, the Lombardi platform can be used all year long across multiple media channels. The Lombardi story is ongoing, while the Heisman is more of a static one day event. John Heisman does not have a story to tell; Vince Lombardi does and, it represents a relevant solution to the demands of our times.
The Lombardi Award is the last major college football award of the season, after the ESPN Awards Show and after the Heisman presentation.
Leadership And Gallup Research on Millennials
The three qualities that best define leaders is hey are (a) teachers, (b) influencers who shape opinion of others, and finally, (c) they know how and when to embrace change.
As teachers, leaders are involved in the development and direction of those around them.
As influencers, leaders win over others with enthusiasm at every opportunity and inspire others to lead, whether on the field, at home, at work or in the community.
As agents of change, leaders don’t just embrace change- successful leaders, and the companies that employ them, know when it’s time for a change.
Gallup research tells us that America’s millennials would greatly benefit from a narrative and connection to the Lombardi way. That way is about (1) discerning threats, (2) calling life plays that give the chance to score against those threats, (3) successfully execute those life plays on a daily basis. Those are habits that produce success by any definition.
College football and sports in general, are stages for young people to learn the values of life. ” Success requires perseverance, self-denial, hard work, sacrifice, dedication and respect for authority.”—Vince Lombardi.
Engagement: The Business Challenge & Opportunity Ahead
Gallup recently did a World Poll on worker’s attitudes and engagement. The results were disheartening and we suspect that the numbers will bear out Honda’s experience as well.
Gallup shows that 53% of America’s 100 Million full-time employees are disengaged.
They are not hostile, they are passive and are simply “killing time” with no concern for productivity, profitability, mission, purpose or customers.
Another 19% are actively disengaged. They are disruptors…the ones that exhaust managers, call in sick more often, add little to innovation and they quit at a high rate.
The other 28% are your top employees. They work together to strengthen the organization and they are the force behind everything excellent that happens at Honda.
The takeaway from this is clear--unless we double our number of engaged workers, there can be no economic recovery. And without a recovery, our economic environment will likely hover uncomfortably close to near stall conditions.
Start Something Special With Millennials With The Lombardi Message
The Lombardi message and Lombardi Award opportunity offers game-changing initiatives designed to align with the millennial generation’s core values.
Research done on millennials is clear—above almost all else, this group wants to be part of something special and extraordinary. And that is exactly what the Lombardi Award is and it allows many chances to not only start but to finish something special.
Simply put, doubling engaged workers from 28% to 56% doubles innovation and entrepreneurship; more so than even trillions in stimulus dollars. And it moves GDP upward. By joining with the most powerful name in leadership, Honda can aid that effort and add to its own bottom line at the same time.

Spencer’s “Millennial” Experience at Subway
Not long ago, Spencer stopped at a Subway Sandwich Shop at about 9:30pm. The shop closes at ten. The young man inside was quickly cleaning up his work area and he clearly was anxious to close and be somewhere else.
Upon seeing the car headlights, he went behind the wall separating the food-prep area and the back of the store. He stayed there for nearly seventeen minutes spending far more energy avoiding work than it would take to make a sandwich.
At two minutes to ten, Spencer approached the storefront and the young man quickly emerged mouthing the words “we’re closed.” Hunger was no longer a concern, understanding the young man’s behavior and mindset was the issue.
Earlier that week, I had been communicating with Jim Clifton, the CEO of Gallup about the millennial cohort of those born from the early 1980’s through the early 2000’s.
Specifically, we were considering their values and discussing generally how they differ from generations that preceded them.
One key takeaway came rushing back as I sat in my car watching this young millennial hide behind that wall, avoiding work. Managing for share-holder value isn’t as important to them as it was to my generation.
We may not have thought in those specific terms but our work-ethic resulted in a level of engagement that produced an improved bottom line for the company. The business benefited from our higher levels of engagement. We would have made the sandwich.
It may be hard to imagine, but we each make 10,000 or more decisions every day. Most are inconsequential--whether to use salt or pepper, sit in this or that chair etc.
But some decisions do matter—like paying a bill or buying a big ticket item.
And, the $5 dollar Subway Sandwiches matters too- especially when there are 37,000 other Subway franchises in the world.
Most have millennials working and managing them and if my experience is repeated just once per day, it means daily lost sales of $185,000. Not to mention future business.
Research shows that Millennials tend to think alike; their values have been shaped by recession, two wars and a negative attitude toward business. Most millennials (2/3) feel the outlook and attitudes of management are serious barriers to innovation.
Millennials value collaboration but see business as less willing to collaborate with other businesses or universities. It matters less to them that Subway loses $185,000.00 if they, and every millennial working, decide not to make that sandwich.
There are exceptions, of course, not all of them think alike. But, we do know that for the first time in our history, most do think this way. This generation is the first in our history that will not eclipse their parents in terms of economic success…to date every generation did better than their parents. This one will not.
Marketing to this generation is a huge challenge, not just for Honda, but for all businesses and business leaders.
Research confirms that the Lombardi brand has best-in-class standing in the pantheon of sport’s leaders. He ranks #1. The Lombardi Award show is leveraging this standing to create a national leadership/engagement movement.
Why? Tomorrow’s millennial leaders are already starting to emerge in leadership roles. What do they think about issues like: work, sustainability, innovation, and career advancement? And, what are they willing or not willing to do to improve each?
These are important questions that current business leaders are concerned about and they should be because millennials are now forming lifelong impressions of business. As noted, their values are different than previous generations. And, their core-values can have a profound impact on Honda’s bottom line.
Honda now has an opportunity to shape their attitudes and its bottom line. Millennials want to leave their mark on the world by working for organizations that: benefit society, encourage innovation and provide them the opportunity to expand their skills.
And unlike previous generations, they are willing to work independently if their needs are not being met by a traditional organization. These attitudes persist in the face of mounting evidence that says millennials lack the key skills needed to compete effectively in an increasingly competitive global context.
It should be noted that the difficult truth is our generation has to shoulder some blame as to why millennials are so ill prepared. Credible social commentary suggests we raised them to believe they were special and didn’t need to do anything to earn it.
We insisted that they go to college despite a college education being 600% more expensive than our own. Subsequently many emerged from school saddled with debt.
Then we managed for share-holder value and outsourced most of what was left of the manufacturing jobs. And while they did emerge the most educated generation in American history, global access to information technology has made that less of an advantage than it would have been in previous generations.
Their hungrier-for-opportunity counterparts in India and China can also collaborate and compete for openings afforded them due to those information-technology based advancements. These advantages did not exist- for even the most passionate kids in developing countries- fifteen years ago.
The removal of that competitive constraint causes the competition pool to swell from three-hundred-and-twenty million Americans to billions globally- requiring new attitudes and approaches to compete effectively.
For these and many other reasons, The Lombardi brand is a relevant leadership model for today. Leadership has emerged as the attribute in greatest demand yet shortest supply.
The Lombardi Award Show and all of its attendant parts and spin-off programming can be deployed as an end-to-end human-engagement, leadership solution.
Help us Start Something Special with Millennials with a compelling Graphic representation of the Honda/Lombardi opportunity.

Sincerely,
Spencer Tillman, Axiom Productions

Target Market(s)

18-34 77k per year earnings college graduates

Industry/Entity Type

Information Technology

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Colors

Colors selected by the customer to be used in the logo design:

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Use images provided in drop box file or uploaded here. THe Honda Lobo (Silver H) is a must. Place it wherever you think it works but it should be featured. If at all possible, could put the H up against a black background instead of a white background?

Nice to have

• I've provided a template power point page with a blue motiff....It alredy has an edited/prepoduced collouge of images of lombardi and an a leadership trophy. I would like to intergrate the super bowl trophy and the Lombardi Award (Block of Granite) in this piece somehow. The lomardi Award show is what wer're selling. Leadership, Engagement, and Youth, are also messages that we wish to convey.

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Files

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